Marketing strategy of Oppo and Huawei
Technological development is an inseparable part of present-day reality. The industry of technology is steadily growing thanks to the continuous research and development by various companies. In this highly competitive industry, Oppo and Huawei managed to gain a strong position and popularity among other strong names. Both were founded in China and are actively engaged in the production of consumer technology and much more. Many factors influenced the success and prosperity of these brands. Among them, marketing strategies have their unique place and role. In this blog, let’s discuss marketing strategies and SWOT analyzes of both Oppo and Huawei.
Let’s begin with Oppo and discuss the mission and vision statements of the company.
Mission Statement
“We exist to elevate life through technological artistry.”
The mission statement of Oppo is remarkably typical for a company in the sector of technologies. It combines all the goals that any technological company tries to bring to life. It is no surprise, that technologies are created to make our lives easier, to save time, and bring innovative solutions to our everyday problems and duties.
As stated in the mission statement, Oppo is not an exception when it comes to these goals. The company seems confident and dedicated to the realization of its mission. Oppo wants to make life better, bring quality, and improve through its technologies. A unique thing about this brand is that it refers to and describes its activities as a form of art.
Vision Statement
“We strive to be a sustainable company that contributes to a better world.”
The vision statement of Oppo is not surprising and unusual. Like many other companies nowadays, Oppo positions itself as and responsible brand. It keeps up with present problems and concerns trying to have a contribution to the resolution of such issues. With its vision statement, Oppo shows that the focus of the brand is not only on its benefits, but it thinks about the well-being and future of the humanity and environment as well.
Today, there are various ways implemented by companies to cut the negative effects on the environment as much as possible. In this case, the vision statement of Oppo shows that the company chose sustainability as a way to preserve our planet and benefit the environment.
Next, let’s go through the positioning strategy of Oppo.
To understand the positioning strategy of Oppo, let’s look at the following Instagram post by the brand and discuss it.
The post is bright, positive, and cheerful. It is not something that someone would expect to see on a social media page of a company engaged in the production of consumer electronics. The photo can be easily associated with children for its colors and details. The post photo displays some parts of an Indonesian person’s face and hands.
The face of the person is covered with different colors and sparkly particles. The overall photo is eye-catching, engaging, but still has something childish, pure, and innocent to it. The description of the post is simple, and positive as well. It creates links between the post photo and Oppo that may be unclear at first sight. All the details of this post indicate that Oppo has adopted the Innocent brand archetype.
What does the Innocent brand archetype stand for?
Desire: to obtain a feeling of paradise.
Aim: happiness.
Strategy: to do things in a proper way.
Next up, let’s go through the messaging levels of this archetype.
Level One: a wish for positive, pure, and simple things
Level Two: dependence, childish, innocent, and naïve behavior
Level Three: reinvention, renewal, positive attitude
Level Four: a state of being unified, portraying innocence resulting from integrity and values.
The innocent brand archetype will be a favorable and promising identity for your brand if it:
- is associated with positivity, purity, and simplicity
- offers clear solutions for noticeable problems
- has price range from moderate to low
- wants to have a point of parity from other available dim products
- has functions concerning health, virtue, cleanliness, etc.
Now, it’s time to move on to the SWOT analysis of Oppo.
Strengths
Good products: Oppo products are innovative and have various features that cannot be found in other products in the market.
Price Point: Oppo gained much of its popularity thanks to its pricing strategy. The company offers products that are affordable for many people.
Market Capture: Oppo managed to gain its customer base and unique place in the market in a noticeably short period thanks to innovative solutions that the brand offered through its products.
Weaknesses
R&D: the company invests heavily in R&D to keep up with and contribute to the fast-changing trends and innovations in the industry for technologies.
Point of Parity: It is extremely hard for Oppo to differentiate its products from other alternatives in the market as the number of products is extremely extensive in all categories.
Low quality: The quality of Oppo products is not remarkably high. The quality of their products corresponds to the price point.
Opportunities
Evolving market: The industry of technologies is changing all the time and becoming integrated into our everyday lives more and more day by day. This is a great growth opportunity for companies such as Oppo.
Threats
Severe competition: The number of companies in the market for technologies is extremely high which creates harsh competition. It continuously becomes more difficult for companies to offer something new and maintain uniqueness among others.
Continuing with the segmentation strategy of Oppo.
Let’s watch and discuss the following commercial of the company to identify the target segment of the company.
The commercial is engaging, bright, and interesting. It consists of many scenes that change quite fast, but smooth. All the movements and actions in the video are dynamic and active. The commercial is all about a smartphone by Oppo and its owner. The voiceover of the video is the most fun and unique aspect.
Throughout the video, we hear a voice which is the voice of the phone who communicates with its owner. The whole idea is quite innovative and creative. There are many characters in the video, but the owner of the smartphone is the leading character. She is attractive, young, outgoing, and energetic. The female has an extremely active life. She is constantly doing something new, educational, and different and is enjoying her time with friends.
It is noticeable that the character is remarkably knowledgeable about innovative technologies based on how she uses her smartphone in the commercial. All the discussed characteristics of the female and the overall commercial show that Oppo tries to attract the segment of Conscious Progressives.
Who are Conscious Progressives?
Lifestyle and values:
People from this segment have an open outlook on various aspects of life and usually are quite knowledgeable. They strive to gain education and new skills all the time to be capable of making decisions that can benefit their lives. Self-improvement and knowledge are an inseparable part of their life as people from this segment rely on education in any situation in life. These people are practical in everything and won’t spend money without the need. Also, they give big importance to a successful career. Conscious Progressives value honesty and try to be honest to others as well.
Shopping preferences:
Conscious Progressives make purchase decisions for emotional reasons. This does not make them less demanding towards various attributes of the products. These people tend to pay attention to the packaging of the product not for its look, but for getting more information on the product and its functionality. Representatives of this segment prioritize the quality of products. They have a casual style which makes them attracted to casual clothing items. Besides, the comfort that products provide is also important to Conscious Progressives.
Other interesting facts about Conscious Progressives:
- They are loyal and dedicated to any type of relationship. These people typically can maintain deep, long-term, and strong relationships.
- Debating on widely discussed topics connected to politics, environmental and social issues is an enjoyable activity for them.
- Conscious Progressives are active Internet users. They consider it a platform from where they can obtain information and where they can stay in touch with friends.
Moving on, let’s continue with Huawei and go through the mission and vision statements of the brand.
Huawei combined its mission and vision statements into one:
“Our vision and mission are to bring digital to every person, home, and organization for a fully connected, intelligent world.”
The combination of these two statements into one shows that Huawei doesn’t divide its goals into long-term and short-term ones. Everything that the company wants to accomplish is true for today and the future. The statements show that Huawei strives to continuously integrate technology into the everyday lives of people, their daily activities both at home and at work.
The company is planning to do this through continuous research and development of new products and technology that will get easily adopted into the daily routine of any type of person. It is clear, that Huawei sees the future as digital, and considers it’s the only way to unlock new opportunities and abilities for humanity.
Now, let’s discuss the positioning strategy that Huawei implements.
The discussion of the following Instagram post of the brand will ease the process of understanding its positioning strategy.
This post by Huawei is unique and distinctive. Eye-catching yellow color is in the background of the post picture, which instantly catches the viewer’s attention. The post photo displays several musical instruments which are surprising as Huawei is involved in the production of technology and not of musical instruments.
Overall, the photo is all about being artistic and creative. When reading the caption of the post, it becomes clear that Huawei wants to encourage experimenting, creating, and being yourself. It wants to make people notice simple everyday details and make life more colorful. Huawei strives to inspire people to be more artistic and interesting through the products it produces. All the discussed details and characteristics of this Huawei post-show that the company represents the Creator brand archetype.
What does the Creator brand archetype stand for?
Desire: come up with something that has a long-lasting value
Aim: bring the vision to life
Strategy: create an artistic form of control and skill
Next up, let’s go through the messaging levels of this archetype.
Level One: dream, brainstorm, fantasize, and get inspired
Level Two: mimic innovative and creative behavior
Level Three: bring into life the vision in a physical form
Level Four: come up with structures that can influence society and culture
Creator brand archetype will be a favorable and promising identity for your brand if it:
- is connected to creative fields such as PR, marketing, arts, technological innovation, etc.
- has customers who have spare time to use for creativity
- is trying to find differentiation points from a stronger brand
- has artistic design and has a lot to do with innovation
- is providing various options and choices to the customers by encouraging self-expression
Let’s continue with the SWOT analysis of the brand.
Strengths
Product portfolio: Huawei is known for its extensive range of various products. The portfolio of Huawei products includes both tangible and intangible products.
Innovation: Heavy R&D investments are paying off for Huawei. The company is constantly introducing innovative features in its products, especially smartphones.
Pricing Strategy: Huawei is using competitive pricing which means that the company focuses on the quality of the products while putting relatively low prices on them. This busts the popularity and growth of the brand.
Weaknesses
Damages to the brand image: Problematic trade relations between the US and China had negative effects on the image of Huawei. Various controversies tainted the brand image of Huawei not only in the US but also in the global market.
US market: The market of technologies in the US is extremely big and full of opportunities. Unfortunately, for Huawei, this market is full of challenges. Because of tensions between China and the US, people in the US barely consider buying Huawei products.
Opportunities
R&D: Heavy R&D investments may bring game-changing innovations that will strengthen the position of Huawei in the market and dictate trends and standards for others to follow.
Technology industry: The technology market is constantly growing as technology becomes more and more integrated into our everyday lives. This creates new opportunities for growth for companies like Huawei.
Threats
Strained trade relations between the US and China: There is continuously growing tension in trade relationships between the US and China which is affecting Huawei as well.
Competition: It gradually becomes more and more difficult to maintain a strong and unique position for companies like Huawei in a highly competitive technology industry. This is caused by constantly changing trends and innovations in the market.
Next, let’s talk about the segmentation strategy of Huawei.
To easily identify the target segment of the company, let’s discuss and analyze the following commercial by the brand.
The commercial is remarkably contemporary and innovative. It is all about a new tablet by Huawei. The product is featured in all the scenes of the video in different colors. The product is convenient to use for various purposes. It is integrated ideally into the everyday activities of the characters of the video. There are many characters featured in the commercial. Characters are different in their gender, background, profession, etc.
All of them seem successful, outgoing, active, and well adjusted to modern life. They seem to have extremely dynamic lives full of adventures and challenges. All the characters seem self-confident, independent, and goal-oriented. They are attractive and look put together when it comes to their appearance. These characters of the commercial collectively represent the target segment that Huawei tries to attract. All the discussed details show that Huawei focuses on the Carpe Diems’ segment.
Who are Carpe Diems?
Lifestyle and values:
People from this segment are outgoing, friendly, active, and love to enrich their lives with adventures, challenges, and dynamism. They love life and consider having fun with friends the best way to spend their time. Carpe Diems give huge importance to being independent of others financially or in any other terms.
These people have a good understanding of the benefits that a successful career may bring. Thus, they are ready to sacrifice much to get to the top of their career. Carpe Diems strive to get good use of every moment in their lives and focus on the present. Their appearance is extremely important for representatives of this segment. They constantly follow trends in the market to keep up with the novelties and look good.
Shopping preferences:
Carpe Diems are easily attracted to brands. These people prioritize the quality of products when making a purchase decision. They usually stay loyal to brands and their initial choices. Carpe Diems tend to have remarkably steady shopping habits. Shopping is a way for personal fulfillment and enjoyment for people from this segment. They get pleasure and enjoyment from the process of spending money and catching the best deals.
Other interesting facts about Carpe Diems:
- They rarely watch TV. However, when watching it they usually prefer mainstream TV programs connected to sports, music, movies, etc.
- Carpe Diems love reading books. They mainly choose literary books or books on biographies.
- These people are using the Internet all the time. It is not only a source of entertainment for them but also a platform where they can connect and communicate with people.
Summing up, Oppo and Huawei managed to find their special and strong place in a highly competitive technology market. Both are creative, innovative, and provide quality consumer electronics to customers. The success and popularity of these two brands are intricately connected to the marketing strategies that they implement. Oppo and Huawei know quite well what is needed and what it takes to keep up with other technological giants in the market and ensure continuous growth and improvement for themselves. That’s all for the Marketing strategies and SWOT analysis of Oppo and Huawei. For more blog posts like this, visit our main page.
