Marketing Activities, Tools And Strategies

1350 WordsNov 13, 20156 Pages
Founded less than 2 years ago with a small band of 30 exceptionally talented young people, the “Never Settle” motto of the Chinese startup company called Oneplus popped into the headlines of tech magazines by creating an amazing “flagship killer” handset dubbed – Oneplus One. Few even heard of its name back then and now, you will find long queues like that of Apple and Samsung, such that it had to create an invite system, amping up the demand and a whole new secondary market of reselling invites. How did it manage to sell over 1 million sets in just 18 months, with a gross revenue of $300 million (as of 2014) and serving over 35 countries including whole of Europe with almost no marketing budget? The powerhouse behind its galloping growth lies in its effective marketing and risk control and this essay will discuss the key marketing activities, tools and strategies a company uses to build its repute, and in this context, as a premium smartphone manufacturer. According to AMA (2013), Marketing is defined as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. It manages conveying the right item, to the right individuals at the right cost and at the ideal time. Marketing is the link that connect customers with the organisation as it is the only department who knows the holistic nature of customers through it activity, such as market research.
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