One Plus Marketing Strategy

Abstract:

One Plus, a Chinese smart-phone manufacturer came into discussion not only because of high-end hardware in affordable price, but also its viral marketing strategies, mainly Purchase by Invitation. In a shorter duration this company managed not only to survive in the market but also now competing with giants such as Apple, Samsung in the respective market. The business model company following and trying to set up in the industry, the strategies they effectively implement, motivated us to study the company approach and present the same in this paper. One Plus being known for its high-end hardware with affordable price tag, has changed their marketing strategies time to time, they’ve never failed to convince the online customer through

Especially when there are pre-established companies covering largest market share in the same market sector, such as Apple, Samsung. To enter into the preoccupied market and challenging them is worth of attention. One Plus has so far managed to overcome these hurdles and have established very well. For a new startup setting up inventory, setting up supply chain management, keeping retailers happy is a crucial task. Moreover, receiving customer feedback and solving them efficiently, and keeping customer satisfied, is the toughest task to perform. Till the moment One Plus has overcome all of these tasks very efficiently and established as a brand in the international market. As their slogan says “Never Settle”, company is continuously improving their products from all aspects. One Plus entered in the market with the trendsetting marketing strategy of Invite. Being an amateur startup; the way One Plus used different marketing strategies successfully, competed and established in the market, changed in their strategies knowing the future trend of the market, these all factors majorly motivated us to study many facets of marketing strategies of One Plus. In this paper we have tried to portray the

Although there were previous attempts with the invite system by other companies (Xiaomi); no other company was as successful as One Plus so far. One Plus entered in the market with the sole purpose of competing with the giants such as Apple, Samsung and to provide good hardware package within affordable price. By launching their product by-invite only purchase turned into aspiration for the customers. This propelled the effect of word-of-mouth, hence recognition of the brand. One Plus used this marketing tool in a very effective way. As a startup company, it was a very clever decision to avoid excessive marketing expenses on advertisements and promotions, and to concentrate on inventory and supply chain management by producing only products as that of invites. One Plus regularly engage with their community on social media platforms, and traces out the user/customer needs, their likes and dislikes; helping One Plus to know their touch points so as to engage with them in an innovative manner. One Plus organized many closed events for its community which helped them to create awareness and word of mouth with the target audience. Predicting the need in the change in marketing strategy, One Plus has now tied up with amazon and selling their One Plus 3 model online. To promote the feature of quick battery charging One Plus has launched a campaign, named as 30 Min Challenge. Wherein their supporters post videos