Oppo is one of the top 5 leading smartphone brands in the world. It has received an award from Asia tech for the most influential brand in Asia for the year 2019. It has a market share of 11% in the smartphone market as of 2021.
Thus this makes us keen to know the marketing mix of Oppo.
Before we start with its marketing mix let us know about it as a company.
About Oppo Company:
Oppo is a Chinese company launched in 2004 by Chen Mingyong and has now expanded to over 40 countries in the world. It has its headquarters located in Dongguan, Guangdong China. It has over 40,000 employees working under it.
It became China’s biggest smartphone manufacturer in 2016 and served as the top smartphone brand in China in 2019.
Oppos find X2 pro was evaluated as the premium high-end mobile phone for the term 2020-2021 by EISA. Its smartphones are mostly known for their camera quality.
Source: Oppo Website
Now, let us see the marketing mix of Oppo.
Marketing Mix of Oppo
Marketing Mix is a wholesome business marketing technique through which any product or service entering the market can outperform once it has covered its 4Ps.
A marketing mix helps you evaluate how your offerings can meet the needs of your audience. You must make the right decisions that will attract the customer you need. To get the desired response from your target market, these tools will define your marketing options for you.
It refers to the 4Ps which are product, price, place, and promotion. It is used to identify what customers want at what price and where.
Let us start by looking at the Product mix of Oppo.
1. Product mix of Oppo
Its major product lines are smartphones, audio devices, power banks, players, portable media players, and Blu-ray players. Moreover, Oppo is expected to go wider in the future.
Oppo’s primary target audience has been the young consumers for whom it has built some very attractive features to suit their needs and requirements like rotating cameras, dual selfies, super-slim handsets, etc. to enhance the ‘selfie’ taking experience for them.
They try to differentiate their smartphone from the rest of the available products from other competitors by communicating through various channels that they’re the ‘selfie expert’ within the market.
Oppo’s vision of Benfen reflects on its product’s user-friendliness as it is user-oriented and high quality in design.
Source: Oppo website
Now let us see the Price mix of Oppo.
2. Price mix of Oppo
OPPO has adopted a mid-premium policy and kept its product prices lower than its rival brand’s similar products. It has created a niche market for itself by successfully assuring its customers of value-based pricing.
Oppo charges medium to high prices for its products but as compared to its competitors like Samsung, Apple LG, etc it does play its role in attracting its customer to get high-quality products in an affordable range.
On the other hand, Oppo uses a market penetration pricing strategy through its pricing as now it covers a larger market share.
Source: Oppo website
Let us now see the Place mix of Oppo.
3. Place mix of Oppo
Internationally Oppo has made a huge presence in the market. Oppo is now available In nearly twenty-one countries including places in Africa, Middle East, South Asia, Southeast Asia, Europe, Australia, and the US.
Oppo has styled itself amazingly to meet specific requirements of many areas. It has formed several divisions supported geographical locations like OPPO Pakistan, OPPO India, OPPO Thailand, OPPO Sri Lanka, OPPO Vietnam, OPPO Philippines, OPPO Bangladesh, OPPO Malaysia, and OPPO China.
OPPO has full control over its widespread and powerful supply chain that has the distribution of products from its manufacturing plants to customers via online stores, mobile stores, supermarkets, hypermarkets, and malls.
Lastly, let us see the Promotion mix of Oppo.
4. Promotion mix of Oppo
OPPO has strived its products in the market with the help of an aggressive marketing policy. It launched several ad campaigns that highlight its innovative features and are shown via television, newspapers, billboards, and social media via Facebook, Twitter, Blogs, Instagram, and YouTube.
It realizes the impact of star power and has roped Indian actors Sonam Kapoor and Hrithik Roshan as brand ambassadors of Oppo and cricketer Yuvraj Singh to act in its commercials.
Oppo focuses extensively on promoting itself as a worldwide brand and takes its PR very seriously and has adopted a geo-localized strategy for its brand promotion and uses local talents for celebrity endorsements of its products. Just in the case of India. Oppo is additionally a politician partner of the Spanish football club- FC Barcelona.
Source: here
Conclusion:
After analyzing the marketing mix of Oppo we have seen that the company has a wide range of products served to its customers.
It has been pricing its products at a mid-premium pricing strategy making it affordable for its customers to purchase.
It has a widespread distribution channel over the world having ease of supply of products in all the places needed.
It uses an aggressive marketing policy and has been marketing its products on all types of channels.
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