One Plus since its launch in 2013, has grown to become a serious competitor to the established brands in the industry. Founded by Pete Lau and Carl Pei, OnePlus had humble beginnings with only 5 employees which have exponentially grown to employ 2700 people today. In fact, OnePlus has put an end to the duopoly of Samsung and Apple. In 2021, they claimed an annual turnover of $2 billion. The quick growth of the debutante company have brought in a lot of attention to the company’s marketing strategy.
User Experience
Collective Sense of Community
Increasing People Participation
Maintaining Excitement
Generating Publicity Through Word of Mouth
Tag Line and Advertisements
Keeping the Memory Afresh
FAQ
User Experience
Until OnePlus, android manufacturers were not particular about user experience. However, OnePlus observed this gap and decided to play in. They kept user experience and requirements as the base of their products. Their customer services are also driven by this ideal. When the customers felt that their demands and requirements are being catered to, the company was able to build up their trust.
Collective Sense of Community
Anybody using OnePlus will be aware of their strong community in which the brand always maintain a deep contact with. Today, it has more than 5 million members.
From meetings to queries, OnePlus community is a go to place for all its customers and act as a bridge between them (customers) and the management. Another highlight is that, this community is a place of dialogue where the users can also submit their ideas and proposals to the firm.
Increasing People Participation
OnePlus primarily endorsed its products through their own customers. When they became brand advocates, the credibility of the firm increased. Apart from that, OnePlus provided high quality gadgets at competitive prices. As they gained public popularity, they slowly ventured into the social media space where they have immense support.
Manav Makhija
Maintaining Excitement
OnePlus took a unique turn when it came to delivering their phones. To build up excitement and demand, they gave away gadgets initially only through contests and referrals from existing OnePlus customers.
Just as they expected, it created a sense of spurring exclusivity which was never seen before. Because of this reason, every time when a OnePlus products is announced, the entire mobile industry waits eagerly for it.
Generating Publicity Through Word of Mouth
Working of quality and user experience, OnePlus was able to build a very strong customer base who trusted the company. A large portion of their popularity was spread through word of mouth.
Their reach will be evident when one get to know that they sold 1.5 million handsets by 2014 in the international market without spending a single penny on marketing. This is the magic that quality and connectivity can do.
Tag Line and Advertisements
With the tagline ‘Never Settle’, OnePlus have conquered the social media market like never before. Their messaging posts ads had this tagline which was taken to their hearts by the customers.
Their campaigns such as ‘Smash the Past’ have become a great hit.
Through their effective marketing, they not only got a strong fanbase but also loyal advocates of the brand.
Keeping the Memory Afresh
While it is important to give the best to the customers, the time gap between each launch is also very important. Aware of such a scenario, OnePlus makes sure that they keep its memory alive within their customers.
For this purpose, they launch different colours and editions in a staggered manner across the product lifecycle. Since they only launch one to two phones every year, they are capable doing this kind of production and launching in an efficient manner.
Abinaya Arangarajan
Conclusion
OnePlus became popular by revolutionising the entire mobile industry by bringing in quality products at an affordable price. They were successful, mainly because, customers were also a part of this revolution. In fact OnePlus grew along with the expectations of the customers.
Analysing structural gaps and being aware of possible pitfalls, OnePlus carefully steered up the ladder through careful calibrations and tactical approaches to understand and deliver according to the needs of the customers.
FAQ
What is the target market of OnePlus?
The target market of OnePlus lies within the limit of 14 to 35 years of age.
What is the market share of OnePlus in India?
OnePlus has 48 percent market share in the smartphone market in India.
Who is the founder of OnePlus?
Pete Lau and Carl Pei are the founders of OnePlus.
Author: Anagha S
Source : https://startuptalky.com/oneplus-marketing-strategy/
Date : 2021-08-25T12:30:00.000Z