INDIVIDUAL ASSIGNMENT MSSV Class Instructor OPPO ELECTRONICS CORP OPPO ELCTRONICS CORP.’S MARKETING STRATEGY TO ACCESS VIETNAM MARKET PHẠM THỊ THỦY TRIỀU In recent years, Oppo has been known as one of the out-standing representatives of the phone market in Vietnam In addition to the pricing strategies and the variety of product chains, a big part of Oppo's success is thanks to the smart and cost-effective marketing campaigns from the Chinese phone company Contents I Overview……………………………………………………………………………………… About OPPO ELCTRONICS CORP.’s………………………………………………… About Marketing strategy and mobile phone market in Vietnam………………………… II Analysist……………………………………………………………………………………… The marketing concepts ………………………………………………………………… Main manifestation of the marketing strategy of Oppo in Vietnam market …………… Success factors………………………………………………………………………… Evaluation………………………………………………………………………………… III Conclusion………………………………………………………………………………… IV.References…………………………………………………………………………………… _ END _ I Overview The purpose of this research, therefore, centers on determining, analyzing and evaluating the OPPO marketing strategies when they enter the smartphone market in Vietnam In this study, I will further analyze the brand positioning method, determine the market segment and use endorsement of OPPO About OPPO ELCTRONICS CORP.’s Oppo Electronics Corp was founded in 2004 by Tony Chen In 2008, Oppo officially joined the mobile phone market With the mission to bring customers modern and smart products, Oppo has not hesitated to experiment with new and daring things Therefore, Oppo's appearance as a new breeze for smartphone Oppo Electronics Corp was established in 2004 by Tony Chen In 2008, Oppo officially joined the mobile phone market With the mission to bring customers modern and smart products, Oppo has not hesitated to experiment with new and daring things Therefore, Oppo's appearance is like a new wind for smartphones About OPPO’s Marketing strategy and mobile phone market in Vietnam As of 2012, when Oppo enter the market in Vietnam, it is also when the smartphone market is slowly being started At that time, with the economy steadily being stable, people gradually have higher demands and also more demanding with the telephone line in the market At that time, the phone market was spent in four main segments by Price: the premium segment (over 15 million), the high-level segment (from 10-15 million VND ), the medium range segment (4-10million VND ),cheap segment ( less than million VND ) At the time Vietnam's economy has been sharper, however the high and high-level phone lines are too high in price compared to the majority of Vietnamese people, the middle and cheap phone lines no longer meet the customer's demand Notice the above, Oppo has entered Vietnam with the positioning of the mid-range smartphones, able to meet the needs of users for smartphones, in addition it is also known as the phone line "selfie " along with a sloudly advertising campaign, not regret money spent to invite big stars in their advertisements Oppo has now reached the 2nd market share of Vietnam and is still continuing to grow on the "S-shaped land" II Analysis The marketing concept a) Market segmentation Market segmentation is a marketing term that refers to the gathering of potential buyers into groups or segments that have a common need and feedback similar to a marketing action Market segmentation allows companies to target different categories of consumers to perceive the full value of a number of different products and services b) The brand positioning Positioning is one of the most powerful marketing concepts According to David Ogilvy, there was no real consensus as to the meaning of positioning among marketing experts, his definition is "what a product does, and who it is for In an article, Industrial Marketing, published in 1969, Jack Troutstated that positioning is a mental device used by consumers to simplify information inputs and store new information in a logical place He said this is important because the typical consumer is overwhelmed with unwanted advertising, and has a natural tendency to discard all information that does not immediately find a comfortable (and empty) slot in their mind c) Endorsement Endorsements are a form of advertising that uses famous personalities or celebrities who command a high degree of recognition, trust, respect or awareness amongst the people Such people advertise for a product lending their names or images to promote a product or service Advertisers and clients hope such approval, or endorsement by a celebrity, will influence buyers favourably Main manifestation of the marketing strategy of Oppo in Vietnam market a) Market segmentation Coming to Vietnam with a huge disadvantage in terms of origin when China is a country that has been associated with copying technology and often producing low-quality, cheap products Oppo does not immediately hit the high-end and high-end consumer markets Initially entering the Vietnamese market, Oppo ignored high-end phones sold at home and focused on promoting mid-range products such as Oppo N1 and Fseries phones Along with these two phones, Oppo gradually found its unique selling point (USP) The company gradually escaped the brand of phones from China, instead Oppo succeeded when it was recognized as a high-quality low-cost phone company b) The brand positioning If iPhone locates its product "simplicity" - minimalism, all products are omitted with buttons, luxurious designs, focusing on a successful customer set SamSung pursues "innovation" with innovative designs and technologies: making the screen bigger, adding water-resistant features, etc to focus on technology enthusiasts.And Oppo recognizes an extremely potential market that is still left open: dynamic young people, who prefer fashionable accessories, have a habit of taking "selfie" photos regularly Knowing that mentality, Oppo immediately chose the competitive advantage for itself as Camera Oppo's line of products focuses on camera features such as the ability to capture sharp and bright images to capture "super-virtual" selfies, rotating cameras, wide-angle cameras and dual selfie cameras Although SamSung or LG's camera is not inferior to Oppo but with a series of ads from Oppo with impressive taglines like "Selfie Expert" or "Camera phone" Oppo has gradually educated users that wanting to selfie is Oppo most and the keyword attached to the user's mind when talking about "Selfie" is Oppo That's why Oppo chose for themself a pretty unique positioning: "Accessories Phone" Oppo says that the phone is not just a technology device, it is an accessory that highlights your personality Oppo's target customer set is young people, especially women from 16-22 years old, which is why Oppo phones always have a very youthful and dynamic design, using soft plastic tiles Color format, suitable for women c) Endorsement In the campaign into the Vietnamese market, one thing that is given by Oppo is very focused on advertising Using a Integrated Marketing Communications method, Oppo covers every communication channel from televisions or social networks, or we can easily encounter OPPO's mascot images at phone retail stores In the other side, in this campaign, it is easy to see that Oppo has spent a lot of coverage for itself through endorsment Oppo does not hesitate to spend money to invite class A stars for his ads, the typical of which is the MTP Tung, a face that has almost the highest coverage with the youth now As it can be seen, Oppo is very careful when choosing son Tung, a young age character (especially fangirl) youthful, also true to the subject that Oppo aims from from 16 to 24 We are very easy to see the Oppo image that appeared in the song's Million View Music video, and also frequently encounters posters with painted pictures holding on top of the Oppo In addition to Son Tung, OPPO also attracted attention thanks to advertising by other A-class stars such as Toc Tien, Ho Ngoc Ha, Chi Pu, Success factors Regardless of OPPO's expectation, this strategy has successfully brought OPPO into the Vietnamese market and is increasingly achieving great success In my opinion, there are many factors that contribute to OPPO's success, but these factors are indispensable factors in this success Determining the exact market segment gives OPPO an overview, and provides both marketing and pricing methods accurately This also makes OPPO easily accessible to the middle and low income classes in Vietnam, thereby gradually expanding the market and becoming more widely known In the segment of OPPO, most are students, middle-income workers, but the desire to use modern, beautiful and fully-featured smartphones is the selfie feature Since then, the way OPPO positioned its brand as a kind of jewelry for users Not only is it a normal technological item, OPPO aims at beauty value, which is also the reason why OPPO increasingly cares about its appearance, typically as the newly launched OPPO companies have a luxurious appearance spill photos, with the new generation camera moving up and down To match the customers in your segment and brand positioning OPPO's advertising strategy targets a wide range of audiences, from TVC to the elderly, music videos for young people and does not regret the cost of inviting A-list stars to be included in their ads All of these factors have made OPPO successful in Vietnam market as it is now Evaluation Overall, in OPPO's strategy of bringing products to the Vietnamese market, I appreciate the choice of customer segment, starting from the low price segment OPPO is willing to leave high-priced products, which have been successful in its home country and Europe It is OPPO's abandonment that has brought a huge success in reaching a diverse range of customers in Vietnam By finding the flaw of iPhone and Samsung in this segment, OPPO has positioned its brand as a "camera phone" for young people who are active, interested in exploring, photographing In Vietnam, OPPO has been successful with this positioning, as evidenced by people coming to OPPO with the purpose of buying a phone that can take photos Finally, a brand is unlikely to succeed without good advertising strategies Choosing the right representative face, The money to invite A-list stars to their ads has strengthened their reputation to the most generous and positive young people Without one of the three things, it may be difficult for a Chinese phone company, the country mentioned to be Vietnamese customers to be afraid of, to have great success in the Vietnamese market But by gradually combining all three, OPPO has successfully captured the hearts of Vietnamese customers with evidence that 26% of the market share is ranked second in the phone market I I have a small recommendation that OPPO should develop more advertising, in order to reach more people in the suburbs, an extremely promising customer segment for the low and medium segment products III Conclution For many years, with endless efforts, OPPO has been from a disadvantageous position, overcoming the exclusion and apprehension of Vietnamese people with Chinese products, becoming a phone company that has become acquainted with people Vietnamese people can compete with the big guys, Sam Sung, Apple At the same time, OPPO has paved the way for other Chinese phone companies to enter Vietnam such as Xiao Mi, Redmi, Huawei, From this great success, OPPO has not fallen asleep, they are constantly changing themselves, towards higher segment and more quality IV Reference “OPPO: Vượt rào cản nhờ triết lý 'vị khách hàng” (https://www.thegioididong.com/tin-tuc/thuong-hieu-oppo-vuot-rao-can-nho-triet-ly-vi-khach- hang-693543) “ Marketing Strategy of OPPO” (https://www.marketing91.com/marketing-strategy-of-oppo/) ( David Ogilvy (September 11, 2013) Ogilvy on Advertising Knopf Doubleday Publishing Group p PT17 ISBN 978-0-8041-7005-5.) _END_ ... determine the market segment and use endorsement of OPPO About OPPO ELCTRONICS CORP.’s Oppo Electronics Corp was founded in 2004 by Tony Chen In 2008, Oppo officially joined the mobile phone market... not inferior to Oppo but with a series of ads from Oppo with impressive taglines like "Selfie Expert" or "Camera phone" Oppo has gradually educated users that wanting to selfie is Oppo most and... customers modern and smart products, Oppo has not hesitated to experiment with new and daring things Therefore, Oppo' s appearance as a new breeze for smartphone Oppo Electronics Corp was established