Marketing Strategy of Oppo analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). These business strategies, based on Oppo marketing mix, help the brand succeed in the market. Let us start the Oppo Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Oppo marketing strategy can be explained as follows:
Oppo is a leading Chinese consumer electronics company which has gradually built a strong reputation with its products worldwide. Oppo produces range of smartphones, Blu-ray players, headphones and amplifiers as a part of its product portfolio in its marketing mix.
In Oppo smartphone division, its primary target audience has been the young consumers for whom Oppo has built super slim handsets with some very attractive features to suit their needs and requirements such as rotating cameras, duel selfie etc. to improve the ‘selfie’ taking experience for them. They have tried to differentiate their smartphone from the rest of the available products from other competitors by communicating through various channels that they are the ‘selfie expert’ in the market.
Further they believe in consumer research and have made improvements in the battery as well to tackle a major issue faced by the consumers of fast battery drains from heavy usage by introducing flash charging technologies.
The brand is also known for manufacturing high quality headphones and audio devices.
The brand has also ventured into manufacturing smartwatches, which ties in very well with their smartphone strategy.
It's parent company BBK electronics is a leader in smartphone manufacturing with brands like Oppo, Vivo & OnePlus under their umbrella. Other consumer electronics are marketed under Oppo Digital division and produce their own set of audio and video decoders for their high-end products.
Image: company website
Oppo Price/Pricing Strategy:
Below is the pricing strategy in Oppo marketing strategy:
Oppo products are present to cater to various customer requirements from high end to low end segments. Even though it is charging medium to high price for its products it is still keeping the prices of its smartphone products lower as compared to its competitors such as Samsung, LG, Apple etc to attract the consumers towards its products by offering good quality products differentiated in terms of camera quality at an affordable price.
Thus, in reality, it is using a penetration pricing strategy in its marketing mix for its products to get a larger market share. On the other hand, Oppo digital products are marketed as premium products to gain market share in the North America with their headphones costing $399. Further the price of the products charged are differention North America and Europe with products costlier in Europe than in North America. Thus, the Oppo Global which is the smartphones division serves the middle to low-end segments while the Oppo Digital serves the high-end segment with its products. The price range for Oppo phones is between $100 to $1500 high-end devices.
Following is the distribution strategy in the Oppo marketing mix:
Oppo smartphones are present in more than 20 markets and are mainly marketed in south Asian countries such as China, Myanmar, Philippines, Malaysia, Vietnam, Thailand, India, Sri Lanka, Pakistan, Bangladesh, Indonesia etc. with products designed specifically for each region’s needs. Oppo does not rely on traditional retail stores to reach its consumers. Rather, it has experience stores in various locations in a country where potential customers can touch and feel the product and its features with several other in-house services provided at the experience stores such as phone charging, Wi-Fi, software upgrade, applications downloads. Majority of its sales are through e-commerce websites.
Further the products of Oppo digital are marketed in North American countries USA, Canada and Mexico exclusively through dedicated Oppo digital online store and in Europe through third party authorized retailers as well as online store. Oppo ships more than 100 million units of mobile phones annually all across the world.
Oppo Promotion & Advertising Strategy:
The promotional and advertising strategy in the Oppo marketing strategy is as follows:
Oppo focuses extensively on promoting itself as a global brand and takes its public relations very seriously and has adopted a geo-localized strategy for its brand promotion and uses local talents for celebrity endorsements of its products. Oppo had acquired rights to sponsor Indian national cricket team as their main sponsor. Oppo is also an official partner of the Spanish football club- FC Barcelona. Further, since it uses a multi-domestic strategy it uses different marketing communication methods according to various regions. It has hired actors and celebrities as their brand ambassadors for promoting their products across geographies. On the other hand, for Oppo digital products, the brand doesn’t rely on the aggressive marketing techniques used for its smartphone business as it is catering to a very niche segment of users in those categories. This gives an insight in the Oppo marketing strategy & marketing mix.
Oppo is a wholly owned consumer electronics subsidiary of the Chinese multinational BBK electronics Corporation, which also owns the brand Vivo and is an institutional stockholder in OnePlus brand as well. Oppo offers a range of products in smartphones, Blu-ray players, and other electronic gadgets. It was launched in China in 2004 and later expanded to various other countries.
Oppo is using a multi-domestic internationalization strategy under which it has regional divisions which design the product features to cater to the local domestic environment, i.e., their own regional needs and market the product accordingly. It faces tough competition from Samsung, Apple, Huawei, Xiaomi, LG etc.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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