Group Introduction

Zamir Yasin Ahmed (006)

Tahir Iqbal (031)
Centre for Media & Communication Studies
M.Phil. 1st (University of Gujrat)
 topic

Case Study
 Introduction

An Electronic Manufacturer

Founded in 2004, Guangdong

(China)

In 2008 entered in China's Mobile

market

International Expansion, 2010

 Some History

2004
MP3/MP4

2008 2009
Histor
Feature Blue Ray
Phones y Player Era

2011
Smartphone
s Era
 Smartphone era
By mid 2014 OPPO
Established its presence in
US,
China,
Australia
Europe,
Asia,
Middle East and Africa.
 OPPO in Pakistan
Launched its
Operations in 2014

With its Newly

launched Models
N3
R5
 Research
Pakistan and India are the most
advance and technology oriented
nations in the Sub-Continent.

Culture in the Sub-Continent

Competitors in the Market

 Objectives
To deliver the best products possible

To establish long term alliances with

customers

To increase brand awareness

To built the brand image in the Sub-

Continent
 Planning/Programing
To communicate with the people of Sub-Continent OPPO made a strategy.
TVC ads on Indian Culture that contains Indian actors so that the target
market can easily understand it and TVC can capture the attention of
target audience because of celebrities.
For this purpose; new idea was developed on OPPOs newly launched
model N3 and transformed on two Indian actors Sonam Kapoor and
Harthik Roshan
 Challenges
Qmobile gave a tough time to OPPO as it is the largest
selling smartphone brand in the region.
Launch their new model NOIR Z6 with highest
specifications and highest price at present times
 Evaluation Process
OPPO failed to attract any
significant response in
Pakistan.
Flawed Pricing Strategy

OPPO launched high-end phones

which priced more than the value
that these phones had tooffer.

After this OPPO offered 25%

discounts on Find 7
 PerceptionChallenge

Market perception about the

company isnt solid and retailers
arent happy with how OPPO dealt
with them.
 Management Issues
(Resignations and Layoffs)
On top of what we have discussed above,
OPPO has been undergoing some severe
managerial issues since the start of their
operation in the country.

When we asked the spokesperson, he

justifiedthat few employees left the
company because OPPO was not satisfied
with theirperformance and
workingattitudes
 Future of OPPO
OPPO isconfident about its future in Pakistan,
at least this is what they claim. It said that
high-ups from China just arrived Pakistan and
they have some big plans for the market.
However, fewindividuals, who have
previouslyworked with OPPO, while sharing
their thoughts said that OPPO has potential in
its devices but management and pricing is an
area where it must put revised thoughts to
gain momentum.
Rebuilding Strategy

Age Group Smartphone Users

36-45 years; 9% 46-55 years; 2%

15-25 years; 48%

26-35 years; 41%
 Rebuilding Strategy
After showing a silence of a couple of years, the OPPO is
back in Pakistani mobile phone market with a somewhat
different strategy which seems to have started working
for it
OPPO launched some new models for young, budget-
conscious consumers, which are priced at an average of
10K-40K.
OPPO identified the sports as the most relevant target
segment in the region. Because;
Sports Channels had one of the highest purchase
percentages (more than 60%) for consumer electronics.
A majority of 40% sports channels viewers within the
20-39 group age.
 Incentives and Offers
OPPO gave more incentives and heavy
margins to dealers.
I can earn around Rs. 2,500 to Rs. 3,000 on
selling one OPPO phone which is equivalent to
what I make after selling 6 to 8 Huawei or
Samsung phones,
It is clean and easier. I dont have to fight for
my profit since the company ensures my
interest by maintaining a fixed price of phones
in the market which is not the scene in case of
other brands,
Now the dealers prefer to sell OPPO smartphone rather
than other brands, as the OPPO providing them heavy
margins
 OPPO Sponsorships
OPPO signed a contract with ICC for its promotion
in the market and to hit the target audience.
Branding and Activities
Sponsoring the Dramas
A recent hit product, however, is targeted at selfie-
loverconsumers is OPPO selfie f1 s . OPPO Selfie F1S,
is a phone with flash battery charge functions and a
16 megapixel camera suited for taking selfies. It sold
more than 7 million units of the phone just 88 days
after the products launch in March overall including
Pakistan
 Business Results
Increased brand awareness by engaging
more than 243,000 cricket viewers per
month in ICCs mega events

Association with the most watched cricket

matches reinforced OPPOs premium
positioning.
These efforts engaged lots of active monthly
users.
 Evaluation

Results

4% 6% first two years 2014-

15
First Half 2016
Second Half 2016

90%
 Future Planning
Recently, OPPO has signed the renowned celebrity of
Pakistans fashion industry, Mr. Hassan Sheheryar Yasin
knows as HSY as Brand Ambassador of OPPO; which will be a
big booster for the Brand OPPO.