Oppo, the Chinese mobile major, has virtually swept all rivals out of the ICC Champions Trophy. The eight team, 18-day International Cricket Council event has Oppo stamped all over the big brand marketing pitches.
Vivo is out after IPL – till PKL. Oppo takes the centre stage in Chinese smartphone giant BBK Electronics pursuit to be the Indian mobile handset market leader. The ICC Champions Trophy which started on Thursday will have only one mobile handset brand all over – from the tournament title, to Team India jersey; broadcast sponsor on STAR to title sponsor for the wrap around show cricket live.
The rivals are left with the option of buying spots with the broadcasters. The bits and pieces 10-second appearance will get precious little recall value or ROIs in comparison to Oppo written large all over the places.
Vivo and Oppo, Chinese giant BBK holdings, have collectively budgeted a whopping Rs 2,200 for their ultra-aggressive marketing strategies, aimed at forcing Korean rival Samsung out of the numbers one position in the Indian smartphone market. The Q1 2017 data reveals that brand Oppo with 28% growth rate over Q4 2016 figures has already beaten the Korean brand in race to capture market share. Vivo was on a par with Samsung at 23% growth rate.
The two BBK Electronics brands have also virtually taken over almost all outdoor space available in the market. The strategy remains same for sports, too. Vivo was IPL, Vivo is Pro Kabaddi League. When Vivo is not there, it’s Oppo all over.
The strategy is clear. Keep the rivals out of sight to fade them out of consumers’ mind.