The brand is now planning to ramp up its marketing efforts with an increased budget and will come up with various campaigns around the Asia Cup, Diwali season and Christmas to drive sales in India, which is among the largest smartphone markets globally.

\u201cIndia consumption level is growing but it has not met our expectations as compared to other markets We need more time. We are not aggressively jumping into to premium segment of Rs 30,000 and above. That's not realistic for us. We would continue to be between Rs 15,000-Rs 25,000 category,\u201d Will Yang, Brand Director, Oppo India, told ET.

The handset maker is now trying to break its camera-phone brand image in the market, and the new launch is aligned with its new brand strategy.

\u201cWe found from our branding research that Indian consumers think that camera is the only strength that Oppo has. This has been the biggest challenge from the brand perspective for us. The new phone launch is important to change that perception,\u201d Yang added.

The brand will continue its operations through the offline channel in the near-term to drive sales and said that in-depth partnerships with e-commerce players are not a priority. \u201cThe e-commerce opportunity is huge in India and is growing rapidly, and we don\u2019t want to miss out on this platform. However, offline will remain to the main channel for Oppo,\u201d the executive said.

Oppo has lost significant market share in the last one year to Xiaomi and Huawei in India. It had 5.6% smartphone share in the first quarter of 2018, down from 9.9% share during a year earlier period, according to Counterpoint research. Xiaomi maintained its lead in Q1 with 31.1% market share followed by Samsung (26.2%) and vivo (5.8%).
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The brand is now planning to ramp up its marketing efforts with an increased budget and will come up with various campaigns around the Asia Cup, Diwali season and Christmas to drive sales in India, which is among the largest smartphone markets globally.

\u201cIndia consumption level is growing but it has not met our expectations as compared to other markets We need more time. We are not aggressively jumping into to premium segment of Rs 30,000 and above. That's not realistic for us. We would continue to be between Rs 15,000-Rs 25,000 category,\u201d Will Yang, Brand Director, Oppo India, told ET.

The handset maker is now trying to break its camera-phone brand image in the market, and the new launch is aligned with its new brand strategy.

\u201cWe found from our branding research that Indian consumers think that camera is the only strength that Oppo has. This has been the biggest challenge from the brand perspective for us. The new phone launch is important to change that perception,\u201d Yang added.

The brand will continue its operations through the offline channel in the near-term to drive sales and said that in-depth partnerships with e-commerce players are not a priority. \u201cThe e-commerce opportunity is huge in India and is growing rapidly, and we don\u2019t want to miss out on this platform. However, offline will remain to the main channel for Oppo,\u201d the executive said.

Oppo has lost significant market share in the last one year to Xiaomi and Huawei in India. It had 5.6% smartphone share in the first quarter of 2018, down from 9.9% share during a year earlier period, according to Counterpoint research. Xiaomi maintained its lead in Q1 with 31.1% market share followed by Samsung (26.2%) and vivo (5.8%).
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