All peas of the same pod - BBK Electronics
Understanding the strategy followed by BBK Electronics
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Which phone do you have?📱
Oppo?
Vivo?
OnePlus?
or Realme? (how is that even a name!)
Doesn't quite matter; you are all using the same phone.🤭
Surprised? Don't be, all these brands belong to one parent company, BBK Electronics (from China 😊)
(Okay, another heart break for those who buy Louis Philippe for 3X the price of Peter England. Aditya Birla Group- yes, the same brand which runs Pantaloons, 1/5th the price of LP- owns all the key lifestyle brands- Louis Philippe, Van Heusen, Allen Solly and Peter England. Boom!) 💥
Now coming back, the 4 mobile brands together account for 44% of India’s smartphone market in Q1 2020. And globally as well, BBK has been able to capture 19% of the global smartphone market today, just shy of the market leader Samsung, at 20%. Let’s look at how BBK has been able to capture market share in India:
Positioning: Vivo and OPPO operate in the lower ASP segment (Rs 10,000 - 25,000 segment), Realme is going for a younger crowd, while OnePlus caters to the Premium users
Marketing: Having a basket of brands allowed BBK to pursue different marketing strategies so as to not dilute the positioning of any brand. Vivo and Oppo focussed on offline sales through aggressive strategies to onboard last mile electronics distributors. And later moved on to sponsoring offline events such as IPL. Realme on the other hand has been sponsoring college festivals with popular stars like Guru Randhawa and Divine as a part of Realme Sundowner to appeal to the youngsters. OnePlus created a FOMO among customers by restricting access of its handsets to people with invites till 2016. To keep up with its premium image, OnePlus has started going bigger, recently organizing a music festival with leading international artists like Katy Perry and Dua Lipa.
Innovation: OnePlus introduced the concept of Dash charging. Vivo was the first brand to introduce an in-display fingerprint scanner and a truly bezel-less smartphone. Oppo is one of the first companies to demonstrate the in-display front camera in a smartphone.
Which of BBK’s brands do you think can de-throne Xiaomi as the top selling phone in India?
What's the future of smartphones and who will be the winner?
https://www.androidauthority.com/bbk-phone-manufacturer-808839/
https://warpcore.live/2019/10/25/how-bbk-electronics-is-countering-xiaomi-in-india/
Or will we see Jio rise to the occassion, build 'Made in India' phones and capture the market! Unlikely but well... you know Jio is rumoured to buy Tiktok right?