Analysis OPPO’s Success In Terms Of Marketing Mix Strategies

Eddine (2017) notes that marketing is the heart of the business, whether the business succeeds or not is depend on marketing, no one knows your business without marketing. This report is to illustrate the success of OPPO smartphone with the right marketing mix strategies (price, products, place, promotion)that have a major influence on OPPO' success. From the online articles and interviewed users comments, we can understand how marketing mix strategies affect the brand attract the consumers, it has very clear target customers and upgrades the products continuously with good pricing policies and focus more on the needs of consumers , it employed local team as leader and set up lots of retail shops to provide the service and experiences to fit the local market deeper and better.

At same time, I found some problems with brand strategies.at the same time, I found some problems as well, OPPO target range of market is small, an impression of OPPO is cheap and no long-term good quality. So we suggest OPPO Increase technologies and designs. Enhance the brand culture. Extend product levels and expand target consumer groups. Focus more on quality, technologies, and functions with good pricing policies.

Introduction

The purpose of the report is to investigate the reasons behind OPPO‘s success in Asia by the right marketing mix for the brand. Showing some significant findings and suggestions.

OPPO is a Chinese mobile communication and electronics company, it was established in 2001 and start to enter smartphone market in 2008, 2009-2015 started to enter Asia and Australia market after 2015 OPPO started to enter Europe and US market. In 2016, OPPO was the top volume of sales in China and it was the NO.4 brand in the world. (

OPPO takes proper marketing strategies, it established lots of brands by local teams for specific market such as OPPO INDIA, OPPO THAI, It following the low-high pricing policies to provide the products with good prices compare with competitors. The slogan of OPPO is camera and music phone and the products itself have the high level of that functions to attract the customers. It uses many advertising strategies to promote the products through social media, newspaper.

Analysis of OPPO success cases

Price strategy

OPPO is following by low- high pricing policies to satisfy different consumers' needs, it still makes the prices of products lower than competitors in the same generation smartphones with good quality at an acceptable price. For example, the same generation smartphone iphone7 compare with OPPOR11, the pixels density of iPhone 7 is 310 ppi and OPPOR11 is 405 ppi, the rear and front camera of iPhone is 12 and 7 megapixels compared with 16 and 20 megapixels of OPPOR11 , the battery capacity of IPHONE7 is 1960mah comparing with 3000mah of OPPOR11. But the price of IPHONE7 is $1079 and OPPOR11 is $613 when released. OPPO provide the good quality products with lower price.

Product strategy

Mostly OPPO is targeting the young generation consumers, it takes efforts to innovate the technologies of the phone camera, music speaker and duel selfie to satisfy their requirements. Now OPPO already became very professional smartphone in music and duel selfie in the market. Furthermore, OPPO made the big improvement of battery technology to improve the battery working time and use fast charging technology to charge the phone much faster. There has another slogan from OPPO advertisement “ charging 5 minutes and calling 2 hours”. OPPO is still upgrading the products and focusing on the specialty to attract the target customers and satisfy them.

Place strategy

OPPO uses the place strategy to let the local team lead the market and set lots of showrooms to give customers good experiences. OPPO has 21 overseas markets over the world, Bhasin (2018) notes that OPPO‘s international markets are leaded by local team to be close to local consumers, it not only focus on online website but also build many retail stores in lots of locations such as shopping mall or business street, it will make customers experience the phone in person as well as the OPPO users can get free charging, Wi-Fi, system upgrade and app download in the store. It will make a closer relationship between the brand and customers.

Promotion strategy

OPPO uses many approaches for promoting the products, such as put advertisement on social media, newspaper and employ the famous singers or actors be a spokesman, it will increase the public exposure. For example, you can see the advertisements when watching TV or suffering online. in China, OPPO employed singers or actors to be advertising spokesman, in India, OPPO has a sponsorship with cricket team from 2017-2022, in Europe, OPPO has a corporation with Spanish football team. That all will assist OPPO to propagate the brand for the local or worldwide customers.

Conclusion

OPPO used the proper marketing strategies to achieve the success, it has very clear target customers and upgrades the products continuously with good pricing policies and focus more on the needs of consumers, it employed local team as a leader to fit the local market deeper and better.

After the research of OPPO brand, there also have some problems I found. Firstly, OPPO smartphone has not targeted all ages of customers, it mostly attracts the young generation. Secondly, "OPPO smartphone is cheap brand" is marked in consumers’ mind, it should be removed, and otherwise, it can't push the luxurious products an even little bit more expensive. Thirdly, OPPO smartphone products itself is poor quality compare with the rivals like Apple. Lots of consumers complained that after using it for 6 months, it runs slower.

Recommendations

1. Increase technology research and development, launch personalized design.
2. Enhance the brand culture.
3. Extend product levels and expand target consumer groups.
4. Focus more on quality, technologies, and functions with good pricing policies.