Brand Positioning in the Indian Smartphone Market: A Case Study of OnePlus

Dr. A. B. Mishra

Abhishek Singh

Associate Professor, International Institute of Management Studies, Pune

Student, International Institute of Management Studies, Pune

Abstract: This case study describes the glorious entry of OnePlus into the mobile industry which was already flooded with multiple smartphone players. OnePlus was established as a leading smartphone player by adopting technological and marketing strategies. To compete in the existing market, OnePlus must outperform the competition by exploring the gaps in the mobile industry. OnePlus came into existence at a time when it was widely agreed that no Android phone could compete with Apple phones in terms of quality. But OnePlus has achieved the most impetus in the Rs.30,000 to Rs.50,000 price range. In a very short time frame of four years, OnePlus became the number one smartphone brand in the Indian premium smartphone segment. This case study is based on secondary data which focuses on marketing strategies adopted by the company to enrichment of sales in the Indian smartphone market.

Keywords: Marketing Strategy, Mobile industry, OnePlus India, Smartphone.


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