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Branding Strategy and Scope
for
OPPO Bangladesh
Communication Equipment Co. Ltd.:
The Newest Sensation of Smartphones
on The Country
Course Course Title: Internship
Course Code: BUS 499
Submitted By
Md. Ferdous Rahman
ID: 111011043
Submitted To
Nafees Imtiaj Ahmed
Lecturer
ULAB School of Business
University of Liberal Arts Bangladesh
Date of Submission: 22 December, 2014
Letter of Transmittal
December 22, 2014
Mr. Nafees Imtiaj Ahmed
Lecturer
ULAB School of Business
University of Liberal Arts Bangladesh
Sub: Submission of the report on internship.
Dear Sir,
With pleasure I would like to submit the report on internship where I have worked on OPPO
Bangladesh Communication Equipment Co. Ltd. as a Sales Executive. The title of my report
is “Branding strategy and scope for OPPO Bangladesh Communication Equipment Co.
Ltd.: The newest sensation of Smartphones in the country”
I am expecting your kind consideration to judge my work that I have completed during the
period of my internship.
Sincerely,
Md. Ferdous Rahman
ID: 111011043
Acknowledgement
First, I would like to thank the Marketing Manager of OPPO Bangladesh Communication
Equipment Co. Ltd, Mr.Walle for giving me the opportunity to join as Sales Executive in his
reputed organization. I also want to thank Mr. ShovonLal Das who was my supervisor at
Bangladesh Communication Equipment Co. Ltd. I was lucky enough to get such a helpful
person like him as my supervisor. Special thanks go to my colleagues who were very
supportive and friendly.
Finally, I must say without the support of my academic supervisor, Mr. Nafees Imtiaj
Ahmed (Lecturer, University of Liberal Arts Bangladesh), the whole report would be
incomplete. During my internship period I always got his direct and indirect support to
complete my task. I am really grateful to him.
Table of Contents
Contents Page
Chapter One: Introduction 1-5
1.1 Background of the study 3
1.2 Scope of the study 3
1.3 Objective of the study 4
1.4 Statement of the problem 4
2.1 An overview on Orion Pharma Limited 3
Chapter Two: Overview of the Company 6-14
2.1OPPO Bangladesh 7
2.2 Leaders in Technology 7
2.3 The Highest Quality Standards 7
2.4 Customers First 8
2.5 OPPO History: 8
2.6 OPPO Global Business 10
2.7 Products 11
Chapter Three: Internship Activities 15-20
3.1 Job description 16
3.2 Purpose and function of the job 16
3.3 A little bit about my workplace where I did Internship program 17
3.4 Function of the organization 17
3.5 Observation regarding daily jobs 17
3.6 Learnt and Understood from daily chores 18
Chapter Four: Methodology 21-23
4.1 Methods and procedures 22
4.2 Sampling 22
4.3 Data interpretation 23
Chapter Five: Analysis & Findings 24-39
5.1 Branding strategy 25
5.2 Current branding strategies of OPPO 28
5.3 Analysis and Findings 29
5.4 Observation and findings 38
Chapter Six: Conclusions and Recommendations 40-43
6.1 Conclusion 41
6.2 Limitation of the report 41
6.3 Recommendation 42
References 44
Appendix
EXECUTIVE SUMMERY
This report is prepared on the basis of my practical observation at OPPO Bangladesh
Communication Equipment Co. Ltd. This report helped me to learn about the practical
scenario of a Telecommunication Company. OPPO is a globally registered technology brand,
with a long history of serving customers in North America, Europe and Asia, delivering
products that receive high ratings from experts around the world. Since entering the mobile
market in 2008, they have been restless in our pursuit of the latest technology, the highest
quality and the most user friendly products. Dongguan OPPO Electronics Co. Ltd.
(Headquarter of OPPO Bangladesh Communication Equipment Co. Ltd.) was established in
July 2004, develops very fast just in few years among the economically prosperous, advance
industrial Southern China Pearl River Delta and renowned at home and abroad. OPPO MP3,
MP4, mobile DVD, LCD TV and other products with excellent quality and high quality
service, had won the trust of consumers and become famous brand products in the domestic
electronic industry. OPPO launched its Smartphones in Bangladesh market at September 11,
2014. This report has been presented based on my observation and experience gathered from
the company, my survey and field survey. The organization has many divisions and
departments but focus is given more on the level of brand strategy of the marketing
department as I only got the opportunity to work in this division.
The report mentions about “Branding Strategy of OPPO Bangladesh Communication
Equipment Co. Ltd.”. A research is conducted to draw a conclusion on this Branding
Strategy. However OPPO Bangladesh Communication Equipment Co. Ltd. has a lot of
branding strategy to brand their products but they should work a lot to convince and sustain
their existing customers. The result of the research is described in details in this report in the
later chapters.
After knowing the scenario of OPPO Communication Equipment Co. Ltd. in terms of their
branding strategy a lot of recommendation came up. The report also consist recommendations
and conclusion according to my point of view, which I think would improve the promotional
strategy of the organization if implemented.
To make the awareness about the brand, OPPO must have to establish some
controlled formal channels of communicate with the consumer community.
Most marketing budget is used to spend on branding.
OPPO must have to follow the some local branding strategy and the trend of the
country.
Build up relationship with the consumers through branding would be challenging for
OPPO but it would be very effective.
OPPO’s branding strategy should be consumer centric and which will helps the
consumer to judge the brand.
OPPO has to designing andintegrating market research and consulting with end users
about the market to establish a good brand image.
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Chapter 1: Introduction
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Introduction:
BBK (OPPO) is a leading enterprise in Chinese electronic information industry with
headquarters and production base set in Chang’an. It is the highest taxpayer of China.
Established in September 1995, the company covers more than 10 hectares of factory
buildings and has more than 17,000 employees. The company has two branches and one
subsidiary. BBK Educational Electronic Company mainly specializes in research, production
and sale of educational electronic product such as learning machines, language repeaters,
electronic dictionary, reading machines, etc. BBK Communication Technology Company
mainly conducts research and development, production and sale of communication
technology product including music mobile phone, cordless and corded phones, etc.
Guangdong OPPO Mobile Communication Technology Co., Ltd specializes in research and
development, production and sale of smart mobile phone, digital player including OPPO
mobile phone, mp3, mp4 and electronic book, etc. BBK (including OPPO) achieved sales
worth 9.3 billion Yuan. Of this, in 2010, 11 million mobile phones (including BBK and
OPPO) were sold, achieving the sales of 7.39 billion with a year-on-year increase of 110%.
The amount of mobile phone sold in the domestic market and the volume of sales ranked it
first as the highest tax payer: 323 million were paid in tax. From January to September this
year, BBK (including OPPO) Company achieved the sales of 9 billion, registering a year-on-
year growth of 55%, in which, OPPO mobile phone achieved the sales worth 4.5 billion,
registering a year-on-year growth of 73%. The great R&D power ensures excellent product
quality. BBK and OPPO set a research and development institution for communication
technology products in Chang’an and Shenzhen. OPPO Company established research and
development institution for smart mobile phone in Shanghai. At present, BBK Company
(including OPPO) has more than 2,000 science and technology R&D personnel, from which,
185 people have master's degree or above. The first-class R&D personnel guarantee constant
technical innovation, endless emergence of new products and producing the leading product
in the market.Perfect marketing service and broad brand recognition: BBK and OPPO
Company have established more than 300 after-sales service centers throughout the country
and have more than 30,000 retail terminals that are spread on urban and rural markets at all
levels . This company has paid great attention to brand promotion and marketing. It invested
a great deal of capital on marketing and has given support to all types of social public welfare
establishments over many years. The enterprise image of a great sense of responsibility and
credibility has obtained approval and reputation of the masses so that the brand popularity
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and reputation increases constantly. BBK and OPPO have developed into famous brands of
the industry and are recognized as “Famous Trademark of Guangdong Province” and “China
Famous Trademark” respectively. Correct strategic position and leading status in the
Industry: The Company adjusts the development strategy according to changing market
information. Since 2009, BBK Company has suspended the production and sale of video and
audio products (DVD) and household electric appliances (soybean milk machine and
induction cooker, etc) that have bleak development prospect and focused on R&D,
production and sale of communication products with smart phone and educational electronic
products as the representative items. At present, BBK series products occupy large domestic
market share, in which, educational electronic products account for 40%, BBK (OPPO)
mobile phone accounts for 10% and BBK telephone accounts for 20%. The market share
comes to the top in the same line. In the future, BBK will continue the intelligent road and
make BBK mobile phone and OPPO mobile phone into the first brand of the industry, expand
the international market vigorously and try to maintain growth at about 25% annual for
enterprise output and sales (including OPPO) reaching 20 billion in the next five years.
1.1 Background of the Study:
Knowledge and learning become perfect when it is associated with theory and practice.
Theoretical knowledge gets perfection with practical implication. As the concerning parties;
educational institution and the organization substantially benefit from such a program namely
“Internship”, the sole purpose of internship is to train the students and prepare themselves for
the real life in job markets. I have developed this internship report as a partial requirement to
acquire the Bachelor of Business Administration (BBA) degree under direct supervision of
Nafees Imtiaj Ahmed. I have tried my level best to make this report informative and enriched
so that the real things can easily be displayed.
1.2 Scope of the study:
This report has covered almost all the strategy of OPPO Bangladesh Communication
Equipment Co. Ltd. for branding its product. It also includes a brief profile of the company.
To know the strategy and the scope of the company it also includes the product categories
and the distribution channel of the company.
1.3 Objectives of the study:
This study had been carried out to achieve some predetermined objectives. This has been
broken down into two different categories of objective.
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1.3.1 Broad objective:
To identify and analyze the branding strategies that OPPOBangladesh Communication
Equipment Co. Ltd. adapt in different levels.
1.3.2 Specific objective:
To recognize the brand personality, brand equity and brand image of OPPO
Smartphones.
To identify the position of OPPO Smartphones in the consumer’s minds relative to its
competitors.
To find out which criteria are relevant for its consumer’s evaluation process.
To identify the brand position of OPPO Smartphones in the consumer mind.
To make recommendations on how OPPO smartphones can improve its position in the
market.
1.4 Statement of the Problem:
In this research I faced some obstacles that hindered me from obtaining the objective of my
project. In brief the problem that I faced is;
A major limitation of the report was that only end users were selected as the
respondents.
Organization was very much afraid of disclose the information about branding
strategies.
Time and cost constraints also other limitations regarding this research.
I worked at this organization as Sales Executive under Sales department, that’s why it
was very difficult to identify the actual branding strategies. Because the organization
has the independent branding department.
Every organization has some rules and regulation regarding its privacy policy. So
does OPPO Bangladesh Communication Co. Ltd. However this limitation is not very
unnatural.
Lack of experience of the researcher.
As the report is based totally on personal observation, personal bias might have
hampered the findings. I might have unintentionally missed any important point that I
should have covered in my project work.
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Chapter 2: Overview of the Company
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2.1 OPPO Bangladesh:
OPPO is a globally registered technology brand, with a long history of serving customers in
North America, Europe and Asia, delivering products that receive high ratings from experts
around the world. Since entering the mobile market in 2008, they have been restless in our
pursuit of the latest technology, the highest quality and the most user friendly products.
Dongguan OPPO Electronics Co. Ltd. (Headquarter of OPPO Bangladesh Communication
Equipment Co. Ltd.) was established in July 2004, develops very fast just in few years among
the economically prosperous, advance industrial Southern China Pearl River Delta and
renowned at home and abroad. OPPO MP3, MP4, mobile DVD, LCD TV and other products
with excellent quality and high quality service, had won the trust of consumers and become
famous brand products in the domestic electronic industry. OPPO launched its Smartphones
in Bangladesh market at September 11, 2014.
Actually OPPO Electronics Corp. is an electronics manufacturer based in Dongguan,
Guangdong, China. Its major product lines include MP3 players, portable Media players,
LCD-TVs, eBooks, DVD/Blu-ray Disc players and mobile phones.Founded in 2004, the
company has registered the OPPO brand name in many parts of the world.
2.2 Leaders in Technology:
OPPO is passionate about exploring the latest that technology has to offer. Since the start,
OPPO’s products have pushed the boundaries of technology. An example is the 6.65mm
OPPO Finder we released in mid-2012, then the world's thinnest Smartphone. Towards the
end of 2012, we announced one of the world's most anticipated Smartphones, the OPPO Find
5, featuring a 5 inch 1080p display and a 13 megapixel stacked CMOS sensor, it was the
world's first Smartphone with hardware supported HDR.
2.3 The Highest Quality Standards:
OPPO uses only highest quality components available on the market. Alliances with the
leading international partners ensure that we have the latest and best hardware available. With
a uniquely independent R&D capacity, they design, develop, manufacture, market, and sell
their products.
OPPOhas full control over the entire supply chain, from our factories to the hands of their
customers. This way, they can design for the end product in mind and ensure that only the
best quality products reach their customers.
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2.4 Customers First:
OPPO’s customers are the core of our business, and satisfying them is the precondition to
their existence. OPPO products are co-developed with their customers, with customer
feedback playing a big role in both hardware and software development. For
theirSmartphones, they have adopted rapid release cycles, releasing a weekly firmware
update based on customer feedback.
2.5 OPPO History:
2004, the MP3/MP4 era:
In 2004 OPPO first launched its MP3 in
Chinese Market. During this year OPPO’s
MP3 player ranked third in Chinese market
in terms of selling.
2004, The MP3/MP4 era
2008, The function phone era
2009, The blu-ray player era
2011, The smartphone era
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2008, the function phone era:
In 2008 OPPO first enter into the mobile
phone market. In this year they first
launched their function phone named
“Smiley Face”. During this year “Smiley
Face” enjoyed massive success.
2009, the Blu-ray player era:
OPPO’sBlu-ray player was launched in the
USA and has since become the No. 1 sales
leader in the global premium Blu-ray player
market.
2011, the Smartphone era:
Since 2011, OPPO has successively
launched several flagship Smartphones such
as: Finder, Find 5, Find 7, N1 and R1, each
phone continually pushing the boundaries of
innovation and design, from beginning to
end.
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2.6 OPPO Global Business:
OOPO’s basic marketing blue print contains a forward thinking combination of middle to
high-end brand orientation, beautifully innovative products and a meticulous designed
expansion strategy. During 2013-2014 OPPO exploited market opportunities by rapidly
expanding across Southeast Asia, which gave birth to its globalizing momentum. The
transition from feature to Smartphone was one of OPPO’s key market opportunities which
lead to OPPO swiftly developing a strong brand image and market share in Indonesia,
Vietnam, Malaysia, Thailand, India, Egypt, Bangladesh and other markets. As of September
2014, OPPO has entered 17 overseas markets, including South-East Asia, the Middle East,
Africa, the Americas and Australia to name but a few. With the continuing success of the
OPPO brand, we expect to continue our momentous expansion into about 20 countries by the
end of 2014.
Mission:
To allow extraordinary people enjoy perfect technology.
Vision:
To establish a healthy and sustainable model of Chinese companies globally.
We strive to become a healthier and more sustainable company.
Values:
Do your part.
Pursuit of perfection.
Users’ value.
Quickness.
Openness.
Loving our employees.
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2.7Products:
OPPO launched its Smartphones officially in Bangladesh market at September 11, 2014. The
OPPO Smartphones have three series that is given below:
Name of Series Model No. & Name
Real/R Series R1001 (Joy), R831K (Neo3), R2001 (Yoyo), R8001 (R1K), R5
(Upcoming).
N-Lanes Series N1, N1 mini, N3 (Upcoming)
Find Series Finder, Find5, Find7, Find7a
OPPO launched only 7 models of Smartphones in Bangladesh market. They are: R1001
(Joy), R831K (Neo3), R2001 (Yoyo), R8001 (R1K), N1 mini, Find7, Find7a. But at New
Year 2015 OPPO will launch 2 more extra ordinary Smartphones named OPPO R5 and N3.
Product Specification:
OPPO R1001 (Joy)
Price 10,000 BDT
Summary A Smartphone with high cost
performance.
CPU MT6572
Dual core 1.3 GHz
RAM 512 MB
ROM 4GB
(32 GB SD MAX)
Screen 4.0 inch
Resolution 480*800
Camera Pixel 3MP- Rear
0.3MP- Front
Battery 1700mAh
SIM Slot Dual SIM
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OPPO R831K (Neo 3)
Price 14,800 BDT
Summary Light weight charming
Smartphone.
CPU MT6572
Dual core 1.3 GHz
RAM 1 GB
ROM 4GB
(32 GB SD MAX)
Screen 4.5 inch
Resolution 480*854
Camera Pixel 5MP- Rear
2MP- Front
Battery 1900mAh
SIM Slot Dual SIM
OPPO R2001 (Yoyo)
Price 19,000 BDT
Summary Fashionable appearance strong
configured phone.
CPU MT6582M
Quad core 1.3 GHz
RAM 1 GB
ROM 4GB+8GB
(32 GB SD MAX)
Screen 4.7 inch
Resolution 960*540
Camera Pixel 5MP- Rear
2MP- Front
Battery 1900mAh
SIM Slot Dual SIM
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OPPO R8001 (R1K)
Price 32,000 BDT
Summary First Smartphone with mirror
design.
CPU Qualcomm Snapdragon
MSM8926
Quad core 1.6 GHz
RAM 1 GB
ROM 16 GB
Screen 5.0 inch
Resolution 1280*720
Camera Pixel 13MP- Rear
5MP- Front
Front and rear 6P coated spherical
lens + blue glass filter.
Battery 2410mAh
OPPO N1 mini
Price 36,000 BDT
Summary Rotating shoot.
CPU Qualcomm Snapdragon
MSM8928
Quad core 1.6 GHz
RAM 2 GB
ROM 16 GB
Screen 5.0 inch
Resolution 1280*720
Camera Pixel 13MP rotating camera.
Battery 2410mAh
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OPPO Find 7a
Price 41,000 BDT
Summary VOOC fast charging spartphone.
CPU Qualcomm Snapdragon 801
MSM8974AB
Quad core 2.3 GHz
RAM 2 GB
ROM 16 GB
(128 GB SD MAX)
Screen 5.5 inch
Resolution 1920*1080
Camera Pixel 13MP – Rear
5MP-Front
Battery 2800mAh
OPPO Find 7
Price 49,900 BDT
Summary High resolution 2K display.
CPU Qualcomm Snapdragon 801
MSM8974AC
Quad core 2.5 GHz
RAM 3 GB
ROM 32 GB
(128 GB SD MAX)
Screen 5.5 inch
Resolution 2560*1440
Camera Pixel 13MP – Rear
5MP-Front
Battery 3000mAh
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Chapter 3:Internship Activities
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3.1 Job description:
Being an Intern I worked at OPPO Bangladesh Communication Equipment Co. Ltd. as a
Sales Executive. I really enjoyed the job during my internship program. I had to conduct
market survey, field visit and dealing with the different shop owners of different markets.
That’s why I got a clear cut picture of Marketing Strategy as well as Branding Strategy that
OPPO follows. I had to maintain a regular communication with the shop owners and the
customers; whether they are satisfied with the existing products or service that OPPO offers
them. If they raised any complain, I would report to my Boss, Mr. Frank; Manager, Dhaka
Sales Office. Moreover I would visit different markets and talked with different shop owners
that they are interested to do business with OPPO. If they would agree, I did aware them
about various facilities and opportunities of OPPP and inspired them to stay with OPPO. If I
got any who are not interested to do business with OPPO, I did try my level best to build a
space in the mind of that owner so that OPPO could occupy a position in his shop. I would
inform them about the details services, products, and facilities for using OPPO. I would
always try to represent the OPPO as a superior brand in front of them.
3.2Purpose and function of the job:
3.2.1 Purposes:
Theoretical knowledge gets perfection with practical implication. The primary purpose of the
job is to gather a practical experience on the basis of four years study. I tried to combine my
theoretical knowledge with practical implementation of that and the secondary purpose is to
achieve the partial requirement to fulfill my BBA degree.
3.2.2 Function of the job:
The main function of my job was to increase sales.
Regular communication with shop owners of different markets and also with the
potential customers.
Visiting shops and emerging markets.
Sales inspection of different stores under mine.
Promote OPPO by spreading positive word of mouth communication.
Collecting the market information from the market.
Reporting the information to the manager.
Planning the new strategy for communicating with the clients.
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Controlling the sales promoter at different sales station, which one is under my
control.
Train the promoter for better communication skill.
3.3A little bit about my workplace where I did Internship program:
As mentioned above I have worked at OPPO as a Sales Executivein Dhaka zone and my
workplace held up in Bashundhara City Market. The Headquarter of OPPO is in Niketon,
Gulshan, Dhaka – 1212. The six storied headquarter prevails 338 active employees. My
concerning authority was in second floor; the Sales Department under the Marketing
Division. My reporting authority was:
Mr. Walle (Head of Marketing Division)
Mr. Frank (Manager of Marketing Division)
Mr. Azadul Islam Limon (Team Leader)
Mr. Sabbir Ahmed (Team Leader) and
Mr. TehsinMusavee (Product Department)
3.4 Function of the organization:
Provides high tech Smartphones.
Provides respective mobile accessories.
Provides after sales services to the customers.
Provides employee training facilities by agile trainers.
3.5 Observation regarding daily jobs:
Worthing of two months of my daily job chores as per observation is, preparing the market
report and also analyzes the report. Planning and schedule the activities that I have to do at
next day. After that I have to show all the information to my manager and have to explain
him about my planning. Then I have to talk with my subordinates about the stock of the sales
station. Then after that I talked with the shop owner about their stock report. If they agreed
then I took order from shop owners and then submitted the requisition form to my manager.
After approval from the manager, then I used to go to the warehouse to take the ordered
products. After doing all the office work within 10:30 am I took all the products and all office
equipment (banners, brochures, gifts etc.) and went for my market place. After reaching
there I shared all the office information with my subordinates and told them about my
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planning. After that I visited all the shops in the market and handover the ordered handsets to
the respective shops and collect the payment from the shop owners. I stayed in the market to
observe the market and prepared the market information documents.
3.6Learnt and Understood from daily chores:
After joining at OPPO as Sales Executive under Marketing Department, I learnt some
necessary business concept and spirit of OPPO. This helps me a lot to work in future and also
helps me to understand the practical situation. My learning from OPPO can be divided into
five parts:
Doing my part
Down to earth is the main principle to run a company
Well deal with company interests chain
Dare to be the world last
Do not attack competitors
3.6.1 Doing my part:
To run a company well, the fundamental thing is what I see as doing may part. Keeping my
promises falls into doing may part. Keeping my promises is not just a show, it calls for
action. One may suffer loss of money because of the promise. Many people would rather not
to shoulder the suffering. But I will as long as I promised. I once loss 10,000 BDT for the
promise I made. Objectively, credit is a huge intangible capital, and it brings big harvest. I
think the real man is able to suffer losses, and those suffer immediate losses will not suffer in
the future. Some people look very smart and good calculating, even cheating to get money,
but he can’t make big money. Only the wise can earn big money, they will not play nor to lie.
3.6.2 Down to earth is the main principle to run a company:
Down to earth is my principle to run a company. Running company is actually very simple,
there are not any good ways, and the greatest things is step by step, like study and scientific
research, diligence and perseverance is very important, as Edison’s formula for success
shows: 99% perspiration and 1% inspiration, it is also applicable here. Everyone should be
down to earth. Running company like running a long race, only those companies steadily
move forward and without laziness succeed. A developing company may meet difficulties
and setbacks some even disastrous hit, but entrepreneurs must able to handle it and never give
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up their pursuit. Many people always complain about their bad luck and feel upset in face of
adversity or even depressed, it is actually because of poor will. Entrepreneur should have a
kind of spirit- never yield in spite of reverses can they win.
3.6.3 Well deal with company interests chain:
Every company has interest chain. Wholesalers, retailers, suppliers and customers are parts of
the interest chain. For a company, from top management, middle management to grass-root
workers, own their interests demand. As the saying goes, we make money together. If well
deal with the interests chain, the chain will be functioning normally, on the other hand if one
link out the questions, then it will break down, so each link can’t be ignored.
3.6.4 Dare to be the world last:
I think that dare to be the world last is especially important for small scaled companies. Every
company has not the strength enough to compete with the world class companies, therefore I
will see what products the big companies is making first, and get to know what products sell
well, then I will make that product as well, thus the chance of success is much larger. In fact,
it is the products entire the market that ranks first of last, this is just the beginning of the
competition, last entering company does have disadvantages, but exceeding predecessors is in
itself a huge motivation and goal and see competitors and market more clearly. It is easier to
see the differences and less to take detours, as the breakthrough be found, can company
concentrate superior forces to win the battle.
3.6.5 Do not attack competitors:
I think attacking is a kind of unhealthy behaviors. Every company should have own
demeanor, attacking the opponents is not confident on the company. Even temporarily
succeeded, but still will have to pay in the future. Attacking competitors, what will loss
outweighs the gain. In fact, every enterprise has its own strengths and weaknesses as well pay
more attention on make full use of the strengths. I always think that the entrepreneurs should
bear the main responsibility for the failure of the company and all staff contributes to a
successful enterprise. A developing company calls for talent from all aspects, provides a huge
stage for talents to display and improves the professional level and enterprise quality. The
development of the enterprise calls for growing talents. The market is in internationalized
competition era and faces more severe challenges. Compare with the multinational
corporations or heavyweight enterprises, every organization have some weakness in the
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capital, technology, management, experience and product development capabilities. That’s
why every enterprise must constant strive to narrow down the gap with them and improve the
professional level and overall quality.
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Chapter 4: Methodology
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4.1 Methods and procedures:
Every Research work should be conducted through a specific and predetermined
methodology to explore an effective research outcome. The nature of the study is a
qualitative research. It has been conducted with a methodology and the laments of
methodology are as following:
Primary sources
Secondary sources
4.1.1 Primary sources:
Primary data have been collected by direct interviews and conversations with the Smartphone
users in the Dhaka sales region of OPPO Bangladesh Communication Equipment Co. Ltd.
4.1.2 Secondary sources:
I collected the secondary data from following sources:
OPPO Sales Manual.
The website of OPPO (www.oppo.com.bd).
Brochure of OPPO.
Different journals and publications related with Smartphone branding strategy.
Other relative research papers.
4.2 Sampling:
As the desired result of this report was to be able to recommend solutions that will raise the
popularity for OPPO Smartphones as a brand in the local market, the primary sample
population were the competing brands to assess OPPO’s market position regarding certain in-
focus products at the moment.The secondary population in this instance was representatives
of these brand organizations in the local/regional market. In order to decide which brands are
these key competitors, local retailers and consumers along with local OPPO supervisors were
taken as another set of sample population. This done, the expertise of company employees
and partners were sought to build the overview of the current market possibilities in lieu of
the current situation of the local telecommunications industry.
The samples for the initial stage of the research were taken purposively. Here, mobile phone
models from key competitive brands such as Samsung, Sony, HTC etc. and certain “non-
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brand” models were taken that match the price and feature range of the OPPO’s models, as
available in the local market. This data was collected following a random selection of stores
in Eastern Plaza, Basundhara City, and Rifles Square, another set of primary sampling unit.
During this session, face-to-face interviews with retailers and customer were also underway,
which are the secondary sampling unit.
All samples were taken from within Dhaka City, where most of the firms – or their
headquarters – related to this sector are congregated. Confining the study to the immediate
region also convened the ability to conduct a field study with more depth and accuracy then it
would have if the samples were select from a broader region.
4.3 Data interpretation:
Once the data were collected, regarding the interviews, my supervisor at OPPO Bangladesh
Communication Equipment Co. Ltd. was consulted to review which materials were relevant
to the study and what actual analysis can be derived from the gathered information. Tallying
methods was used mostly in order to process the data gathered through the questionnaire
surveys. The tallies were then converted to percentage-wise statistics, whereby a finalized
analysis of the survey data put together.
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Chapter 5: Analysis and Findings
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5.1 Branding strategy:
To understand the branding strategy must have a good knowledge about branding. According
to the American Marketing Association, a brand is a “name, term, sign, symbol, or design, or
combination of them, intended to identify the goods and services of one seller or group of
sellers and to differentiate them from those of competition.” OPPO’s branding strategies
developed based on the on the guideline of the CBBE (Customer Based Brand Equity) model,
invented by Prof. Keller. This brand perception consists of six brand building blocks, which
consists of
Brand salience:The awareness of consumers or customers about your brand which
comes in two dimensions: breadth and depth; in addition to that it is developed and
measured by the two essential sub elements: brand recognition and brand recall.
Before making any other brand development decisions, brand managers and
marketers must invest time and resource to build up brand awareness, as we all know
the logic that: Buying comes after knowing.
Brand performance: The fictional benefit that a brand offers to its buyers. This tells
how the design and other features of the brand can satisfy the usage expectation that
consumers are looking for when making purchase decisions.
Brand image: The emotional benefits that a brand can bring to its buyers, meaning
how a brand can meet the psychological need of its buyers.
Brand judgment: Consumers opinions toward a brand about it performance and
features, it is their story about how the brand affects their lives and the way they use
the product.
Brand feelings: Consumers feeling and association with the brand in the post
purchase experience, whiter they like it or hate it and their intention to make
repurchase decisions.
Brand resonance: This tells the ultimate relationship with the brand taking into
account all the other brand building blocks. This is the most important block that
tells whether consumers or customers stay loyal to our brand or switch to another for
a better brand experience.
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5.1.1 Brand salience:
When I asked to rank the top five Smartphone companies in the country, who are operating
their business with good brand reputation, the most frequent names to be mentioned are:
1. Samsung
2. Sony
3. Apple iphone
4. Nokia
5. HTC
Despite that amazing ranking the respondents seems to have no level of awareness about
OPPO. Although I took their interviews when they came to market to purchase a good
Smartphone and mainly when they came to see the OPPO Smartphones at OPPO retail shops.
But when I asked that, are they know about OPPO, amazingly most of the respondents told
that they are heard about OPPO.
5.1.2 Brand performance:
If we think about OPPO as a company which provides Smartphones to market,
thenSmartphones are its product which is branded by OPPO as theycompete for its company
reputation. Consequently, OPPO brand reputation addssome advantages to the Smartphones.
When I talked with the respondents about what factors they used when they purchase a
Smartphone, different respondents come up with different set of ideas. However there exist
some similarities between the answers. They all following the below factors-
Configuration: Configuration means the specification of the Smartphones. Actually
configuration consists of processor speed, RAM, ROM, camera and may other things.
Price: Price is a very important factor for making a purchase decision. When
customers come to buy a Smartphone he first looked at the configuration of the
Smartphone then looked at the price whether it’s in budget or not.
Features: If configuration is good and in budget then the customer move forward to
see the new technologies and features added into the Smartphone.
After sell service: After all things at last when the customers decided to make a
purchase then wanted to know the after sell service or the service that is provided by
the brad. Actually after sell service means the product warranty and the policies
provided by the brand.
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5.1.3 Brand image:
Strong brands are all about building image! It is about how consumers view a brand and got
connected to it by its personality, its core value and its associations in a favorable way. Brand
image is important for business because it is the most accessible cue that consumers can learn
about a brand. Moreover, consumers may want to be associated with brands that possess
positive image. For example: people use Louis Vuitton because of the prestigious image that
the brand offers to its users; or people who care for the environment use plastic bags and
prefer brands of recyclable products and fuel-economy cars. For Smartphones, it is very
similar to business, organizations must develop positive image in order to attract potential
customers. During interviews with respondents I separate OPPO’s brand image base on its
functions, which consists an organization which provides attractive technologies, smart
devices and the technologies that is offered by OPPO. The purpose is to find out business
perception about the image of OPPO in various aspects. For perception about OPPO brand
image as a Smartphone manufacturing organization, when asked to describe OPPO through
the respondents, most of the feedbacks are positive. Because of in our country if any
organization provides quality product or service at a premium price everybody mention it as a
branded product. In this scene OPPO is providing smart quality technologies at a premium
price.
5.1.4 Brand judgment:
In this part, respondents are asked to state their judgments about OPPO brand, taken into
account all their experience and impression with OPPO after watching all the features and
functions of the handsets. Since business only know about the Smartphones function of
OPPO, their judgments focus mainly on this aspect, especially in the quality of OPPO
smartphones features and functions, which are the two factors that made up the brand OPPO.
From the point of view of the respondents although OPPO is a relatively young organization
compare to others, it is a top brand with the reputation of providing top class Smartphones for
the market. According to respondents, the another best things about OPPO is that despite
being a younger organization, OPPO shows that it has the capability and the resources needed
to ensure the quality in making the Smartphones.
5.1.5Brand feeling:
As a Smartphone provider organization, the quality of OPPO smartphones gives customers
the feeling of trust and reliability; staffs of OPPO are highly trained by companies for serving
their potentials customers in highly professional ways. In addition to that, customers admire
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how OPPO grow from a newly established brand into a top Smartphones with lots of positive
reputation.
5.1.6Brand resonance:
Ultimately, after all the experience with the OPPO brand, respondents are asked whether they
like to buy the OPPO Smartphones and will they suggested their close persons to buy OPPO
Smartphones, and the maximum number of respondents answered “YES”. The reason why
they want to buy OPPO Smartphones and suggest other persons to buy OPPO Smartphones
because quality handsets with unique features and functions.
5.2 Current branding strategies of OPPO:
The current branding strategies of OPPO Bangladesh Communication and Equipment Co.
Ltd. are given below:
Establishing OPPO exclusive outlets: OPPO is establishing its own exclusive
outlets at different super market at the country. OPPO has now several brand shops at
different super market like Basundhara City, Jamuna Future Park, Eastern Plaza,
Baitullah View Super Market etc.
OPPO brand outlet:OPPO frequently spreading its brand outlets not only in the
super markets but also in different important points of the country.
Sponsorship: To spreading the brand name “OPPO” throughout the world, OPPO
make some sponsorship in major events of the like Champions League T20 at 2014,
Brazil vs. Argentina friendly match at Singapore, Big Boss (season 8) at 2014 etc.
TVC: OPPO made different types of TVC to establish the name as a brand. For
OPPO the global brand ambassador is Leonardo DiCaprio famous Hollywood actor
and for South Asian region HrithikRoshan and SonamKapoor is brand ambassador.
The most famous TVC for OPPO is the OPPO N1 TVC by HrithikRoshan and
SonamKapoor which is very popular among the viewers.
Brochures: To spare the popularity of OPPO Smartphones, they provide their
brochures to the viewers and for visitors. The brochure consists with the all types of
information about the current OPPO Smartphones.
Banners: OPPO spread their banners at different market places in order to inform the
customers and make the as a brand.
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5.3 Analysis and Findings:
Analysis and finding part is done by the practical observation and take the answers from the
respondents. After gathering the information interpret the information into graphical
presentation to understand the branding strategy and scope of OPPO Bangladesh
Communication Equipment Co. Ltd.
Age group of Smartphone user.
15-25 years 26-35 years 36-45 years 46-55 years
Figure 1: Age group of Smartphone users.
From the figure it is very clear that the main smart phone user group is 15 to 25 years old
aged persons. Actually the main Smartphone user group is young people. After that the young
professional age group people 26-35 years old are the second most Smartphone user group.
Do you own a Smartphone?
Yes No
15-25
years
53%
26-35
years
40%
36-45
years
7%
46-55
years
0%
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Figure 2: Smartphone user percentage.
From the above graph it shows that maximum number of respondents owns a Smartphone.
From the respondents 90% are Smartphone user and 10% are not Smartphone user. From the
above chart it is very clear that no. of Smartphone user is increasing.
How much time do you spend on your mobile phone on average I a day (calls only)?
Less than 30
minutes
From 30 minutes
to 1 hour
From 1 to 2 hours From 2 to 3 hours More than 3 hours
Figure 3: Average spending time on mobile phone.
Yes
90%
No
10%
Do you own a smartphone?
>30 minutes 30 minutes to
1 hour
1 hour to 2
hour
2 hour to 3
hour
<3 hour
1
4
15
8
2
How much time do you spend daily on your
mobile phone on average (calls only)?
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Calling function is the main basic function of the mobile phone. From the above chart it
shows that maximum no. of respondents spend 1 to 2 hours only for communicating from
mobile phone. After that 2 to 3 hours then 30 minutes to 1 hour is heights time to talk over
the phone.
Do you use any other features of your mobile phone? If so, how much time do you
spend on this feature?
Figure 4: Different features uses time.
From the above figure its shows that the most popular feature of the Smartphone is internet
browsing and application using. Then most popular features are gaming and camera. Most of
the respondents are using these features for a long time in a day.
Which of these is your favorite feature?
Camera Internet browsing/applications Gaming Text messaging
0
5
10
15
20
25
Don't use it >30
minutes
30 minutes
to 1 hour
1 to 2
hours
2 to 3
hours
Camera 6 18 5 1 0
Internet browsing/ applications 1 4 14 8 3
Gaming 7 10 9 3 1
Text messaging 2 21 2 3 2
Other utilities 9 17 4 0 0
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Figure 5:Most popular feature.
From the above chart it again shows that the most popular Smartphone application is internet
browsing and application using and which is 60%, after that gaming is 20%, camera is 13%
and text messaging is 7%.
Do you face battery charging backup problem?
Yes No
Figure 6: Battery charging backup problem faced by respondents.
From the figure it is very clear that most of the respondents are facing battery charging
backup problem. From the respondents 80% of the respondents agreed that they are facing
battery charging backup problem.
13%
60%
20% 7% Camera
Internet
browsing/applications
Gaming
Text messaging
80%
20%
Yes
No
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Do you satisfied with the after sell service of your current current mobile phone
brand?
Yes No
Figure 7: Satisfaction level of after sell service provided by the Smartphones brand.
After sell service is a very important for Smartphones. Every electronics products need a very
good after sell service policy. But from the chart it shows that the satisfaction level of after
sell service among the respondents with their current brand is 50% and other 50% of the
respondents are not happy with their current brand after sell service policy.
What is your perception about Chinese branding mobile phone?
Excellent Good Bad Worse
50% 50% Yes
No
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Figure 8:Perception about Chinese branding mobile phone.
From the graph it is very clear that most the respondents have a good perception about
Chinese branding Smartphones. Because other reputed brands like Samsung, Sony, Apple
iPhone also assembled their Smartphones at China. That’s why most of the respondents
believe that Chinese Smartphones are good.
Do you think Chinese brand mobile can compare with other brands?
Yes No May be
Figure 9:Comparing perception of Chinese Smartphones with other brands.
Now days every branded Smartphone is assembled by China, that’s why the perception of
customers are changed about Chinese branded Smartphone. The impact shows in the figure
also. 56% of the respondents think that Chinese branded Smartphone may be can compare
Excellent Good Bad Worse
2
19
8
1
Yes
27%
No
17%
May be
56%
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with the other branded Smartphones. 27% respondents thought that Chinese branded
Smartphones can directly compared with other branded Smartphones and only 17% of the
respondents don’t think so.
Have you ever hard about OPPO?
Yes No
Figure 10: OPPO brand name.
When I asked the respondents did you ever heard about OPPO most of the respondent said
yes and the percentage is 83%. I give me a clear view that the brand name OPPO is heard by
the maximum no. of the respondents. Only the 17% of the respondents did not heard about
OPPO.
How do you get know about OPPO?
Physically watched Listen from other
person
Website Other
Yes
83%
No
17%
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Figure 11:How people get know about OPPO.
From the above figure it gives a clear insight that most of the no. of the respondents got
introduced by OPPO through physically watched. After that word of mouth work a lot for
OPPO brand name and website helps to enhance the brand name.
If OPPO fulfill your needs, will you buy OPPO in future?
Yes No May be
Figure12: Future purchase decision of OPPO by customers.
0
2
4
6
8
10
12
Physically watched Listen from other
person
Website Other
0
2
4
6
8
10
12
14
16
Yes No May be
Series1 16 1 13
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After watching all the features and function of OPPO Smartphone most of the consumer
changed their purchase decision and said Yes that they will purchase OPPO Smartphone if
they purchase any Smartphone. The decision of the buyers is given above in the figure.
5.4 Observation and findings:
From myobservation and practical survey on the branding strategy of OPPO Bangladesh,I
come up with some findings and some key challenges, which are given below:
5.4.1 Findings for OPPO:
Increasing number of consumers using more than one handset at a time increases sales
possibility.
Growing trend among mobile phone users to frequently purchase new handsets to
replace old models.
Consumer base becoming more and more feature variety oriented.
Increasing goodwill with local distributors/retailers.
The new systematic pricing policy allows it to cut into all price segments of the target
market.
Increasing consumer interest in high tech mobile phone accessories such as USB-
Bluetooth Device.
Consumer base becoming more and more feature variety oriented.
5.4.2 Key challenges for OPPO:
Lack of local advertising and application-oriented promotion makes for product-
illiteracy among local mark.
Brand awareness is there, but still lacks motivation for purchase consideration on
much level.
Lack of distributive expansion to all areas of the country.
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Chapter 6: Conclusion and Recommendation
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6.1 Conclusion:
In reality, for a brand to be successful in the market, two main things are required:
Excellent product quality: This refers to the product ability to satisfy consumers or
customers need, both functionally and emotionally. This is the most important factor
if a brand is to be a winning brand. Users are getting smarter in their choice and will
not make purchase decision if they don’t trust in the quality of the product presented
to them.
Comprehensive and thorough communication: Hitting the right communication
channel and effectively delivering the message to potential buyers contributes to the
success of a brand. Even for a good product, if no one knows about it, talks about it or
discuss about it, then the chance of failure for that product is really high. Considering
the case of iPhone for example although there has been a lot of negative feedback
about the product recently, however, every time a new version of iPhone is launched,
the world holds it breath and eagerly waits to see the great invention of Apple. This is
achieving through mastery in communication. Despite that, the product must be
strong, reliable and good all by itself in order for consumers to test out and trust what
being said in the communication channel.
With that being said, to be on top, OPPO must perform two critical tasks: design a great
product and build up a communication plan for it. Design of the product would come
straight from the need or expectation of the market. Consumers no longer want to buy
what marketers sell to them; instead they want to buy things to solve their need. Therefore
OPPO must base on the need in the market to come up with an idea or solution those
consumers or customers would buy. Next would be to build up a strategy, marketing
strategy, communication strategy, and so on. At the heart of all those activities is the
brand positioning.
6.2 Limitation of the report:
In every study there have some limitations and in my report there are some limitations. I did
customers and visitors survey for my internship report, but I also need to take a survey from
the channel partner of OPPO. Some information gaps and limitation which is given below:
In my report I can’t discuss some organizational data and information for
organizational policy.
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It was hard to find out branding strategy used by OPPO Bangladesh Communication
Equipment Co. Ltd. because they are not sharing information much and some
information I have to find my practical observation.
Time limitation is another fact that’s why my survey quantity is limited.
I figure out some information with informal talk with employees or officers which are
every telecommunication company have some banding policy and connection with
markets so that I can’t find out proper outcome of my questionnaire.
6.3 Recommendation:
In order to make recommendation about developing brand strategy for OPPO Bangladesh
Communication Equipment Co. Ltd. toward the business community, the first thing must be
done is to identify problems that OPPO brand is currently facing. Base on the analysis and
survey valuable information and insights are extracted to point out weaknesses in the way
OPPO manages its brand.
Using the CBBE model as a guideline for analysis, weaknesses in each brand building block
are brought out for discussion in order to suggest solutions which is addressed below-
Brand salience:From the findings it can be seen that business has very shallow
understanding about OPPO brand. Most of them only know about some general
information such as OPPO is giant Chinese brand making high tech Smartphones. The
reason for such low level of awareness in other functions is the lack of
communication. OPPO does not have any formal channels to communicate with the
consumer community other than its website. In addition to that, most marketing
budget is used to spend on branding.
Brand performance: OPPO brand performance is made up by the quality of its
Smartphones and its innovative features and functions. For the functions, although
OPPO has some valuable achievement already likes VOOC rapid charge, still they are
not widely recognized by the consumer community which is a huge waste for
opportunities to make good impression and build up the brand reputation for
comprehensive performance at all fronts.
Brand image: General comments about OPPO brand image as a Smartphone is good.
However, due to some negative impression about Chinese branded Smartphones,
OPPO is still far away from developing its image as a reliable brand. Moreover,
business perception about OPPO is that it is just a Chinese branded Smartphone. As
for that, the consumer has bad perception about OPPO ever since which largely
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affects the brand image and the products, to build up relationship with the consumers
and it would be challenging for OPPO to apply for the company.
Brand judgment: Since the brand reputation is built up by the perception about
quality of OPPO Smartphone,OPPO mainly focus on those two things. The main
problem is that consumer is getting more option to choose their brand. Therefore their
judgments are mostly related about the product quality, product performance which
can be linked directly to consumer’s mind satisfaction. Since the organization not
only responsible for this, but also the performance of the product, OPPO has not done
a good job in building a strong and appropriate communication channel for its
products, which largely affects the total OPPO brand reputation.
Brand feeling: As mentioned above, if the product quality is not satisfactory and the
product will not go with the image of the consumer then their feeling toward OPPO is
that this is not the right product to choose and also not a safe place to set up a long
term relationship. However, if OPPO able to fix that through designing andintegrating
market research and consulting with end users about the market trend then a huge
competitive advantage would be made which could set OPPO above all others.
Brand resonance: In short, OPPO Bangladesh Communication equipment Co. Ltd. is
having some problems with its brand in term of product performance and effective
communication. First of all the high tech Smartphone’s performance is better but the
low range product performance is not satisfactory that’s why OPPO must have to be
careful about this and next the lack of communication makes OPPO less known to
consumer, especially in term of other functions and features that it provides. In
addition to that, the confusing brand name and lack of clear point of differentiation
hinder OPPO’s ability to make its brand stand out of the crowd. Lastly, without an
effective communication channel, OPPO has not been able to project its image as a
branded Smartphone.
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References
1. 18/06/2012 The Peoples Government of Chang’an Town , [online] Available at:
http://www.dg.gov.cn/gjhycs/s33353/201206/514125.htm
2. Apr 4, 2013, [online] Available at:
http://www.assignmentpoint.com/business/internship-report-on-marketing-strategies-
of-berger-paints-bangladesh-limited.html
3. Dec 25, 2012, [online] Available at:
http://global.oppo.com/about/
4. Keller, D. P., 2008. Pearson education, Inc and Dorling Kindersley publishing, Inc.
5. 15/12/2003, [online] Available at:
http://csc.hcmiu.edu.vn:8080/dspace/bitstream/handle/123456789/1015/022001074%
20-%20Phuc,%20Tran%20Nguyen.pdf?sequence=1
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Appendix
Questioners
Name: Occupation:
Age: i. 15-25 ii. 26-35 iii. 36-45 iv. 46-55
Q1:Do you own a smart phone?
Yes
No
Q2: How much time do you spend on your mobile phone on average in a day (calls only)?
Less than 30 minutes
From 30 minutes to 1 hour
From 1 to 2 hours
From 2 to 3 hours
More than 3 hours
Q3: Do you use any other features of your mobile phone? If so, how much time do you spend on this
feature?
Don’t use it Less than 30
minutes
From 30
minutes to 1
hour
From 1 to 2
hours
From 2 to 3
hours
Camera
Internet
browsing/applications
Gaming
Text messaging
Other utilities
Q4: Which of these is your favorite feature?
Camera
Internet browsing/applications
Gaming
Text messaging
Q5: Do you face battery charging backup problem?
Yes
No
Q6: Do you satisfied with the after sell service of your current mobile phone brand?
Yes
No
Q7: What is your perception about Chinese branding mobile phone?
Excellent
Good
Bad
Worse
Q8: Do you think Chinese brand mobile can compare with other brands?
Yes
No
May be
Q9: Have you ever heard about OPPO Smartphones?
Yes
No
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Q10: How do you get know about OPPO (If answer of Q: 9 is yes)?
Physically watched
Listen from other person
Website
Other
Q11: If OPPO fulfill your needs, will you buy OPPO in future?
Yes
No
May be
Current branding strategies of OPPO:
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