OPPO Marketing Strategy 2024: A Case Study

OPPO, a leading smartphone brand, has gained significant market presence with its successful marketing strategy in 2024. By focusing on brand positioning and capitalizing on market trends, OPPO has solidified its position in the highly competitive mobile sector.

Recognizing the exponential growth in the mobile industry, OPPO has strategically aligned its marketing efforts to leverage this potential. The Indian telecommunications services market, for instance, is projected to reach US$ 103.9 billion by 2020, paving the way for increased smartphone sales and revenue generation.

In line with this trend, OPPO has employed various digital marketing tactics to effectively reach its target audience. With sales of smartphones increasing by over 40% year on year in the third quarter of 2017, OPPO has capitalized on this surge through comprehensive online advertising campaigns, social media engagement, and strategic partnerships with e-commerce platforms.

To achieve brand positioning excellence, OPPO has meticulously crafted its marketing strategy. Consideration of consumer preferences and behaviors has been instrumental in shaping their approach. Factors influencing smartphone purchases such as brand image & quality, look & feel (aesthetics), innovative features, connectivity & compatibility, latest operating system, and pricing have been integral to OPPO’s market success.

Furthermore, OPPO has targeted specific audience segments based on gender, age, and income distribution. By understanding their consumers’ demographics and preferences, OPPO has been able to tailor their marketing messages effectively.

OPPO’s marketing strategy has been further enhanced through partnerships with influencers in the industry. Collaborating with popular tech vloggers, social media influencers, and celebrities has helped OPPO gain widespread awareness and endorsement, solidifying their position as a trusted and desirable smartphone brand.

With the advancements in Agentic AI and Open Source AI, OPPO has embraced these market trends to further propel its marketing strategy. Agentic AI enables automation and streamlining of processes, while Open Source AI fosters innovation and collaboration among developers in the field.

OPPO’s successful marketing strategy in 2024 serves as a case study for other brands, highlighting the importance of brand positioning, market trend analysis, and effective digital marketing tactics. By staying ahead of the curve and embracing emerging technologies, OPPO has secured a strong foothold in the competitive smartphone market.

Key Takeaways:

  • OPPO’s marketing strategy focuses on brand positioning and capitalizing on market trends.
  • Digital marketing tactics have played a crucial role in reaching OPPO’s target audience.
  • Factors influencing smartphone purchases include brand image & quality, look & feel, innovative features, connectivity & compatibility, latest operating system, and pricing.
  • OPPO has successfully segmented its target audience based on gender, age, and income distribution.
  • Partnerships with influencers have significantly contributed to OPPO’s brand awareness and desirability.
  • OPPO has embraced the advancements in Agentic AI and Open Source AI to enhance its marketing strategy.

Brand Positioning

OPPO, a leading player in the smartphone market, has strategically positioned itself as a premium brand known for its innovative features and exceptional camera technology. By offering high-quality products at competitive prices, OPPO has successfully carved out a unique space for itself in the industry.

In the Chinese smartphone market, OPPO held an impressive 18% market share in Q2 2022, ranking just behind Vivo and Honor. This market position is a testament to OPPO’s strong brand presence and its ability to cater to the diverse needs of Chinese consumers.

Globally, OPPO secured the fourth position among smartphone shippers in Q3 2022, accounting for 10% of the market share. This highlights the brand’s worldwide appeal and its commitment to delivering exceptional products to a global customer base.

One of OPPO’s key strengths lies in its constant focus on product positioning. The brand’s emphasis on camera technology has resonated well with consumers, solidifying OPPO’s reputation as a leader in smartphone photography. This focus has allowed OPPO to differentiate itself from competitors and create a loyal customer base.

Moreover, OPPO’s dedication to research and development has resulted in remarkable products such as the OPPO Band, a fitness tracker that recorded a staggering 467% growth in Q4 2020. These innovations have not only enhanced OPPO’s brand image but also attracted a wider audience.

OPPO’s success in the smartphone market can also be attributed to its strategic partnerships and co-branded initiatives. Collaborations like the Evangelion-themed phone and the Oppo Reno Ace Gundam edition have allowed the brand to tap into specific niche markets and create unique and desirable products.

Market Market Share
China 18% in Q2 2022
Global 10% in Q3 2022
India 71% in 2021
Timor-Leste 31.5% as of Q1 2022
Cambodia Approximately 20% as of Q1 2022
Indonesia Approximately 20% as of Q1 2022
UK 7% in 2021

OPPO’s brand positioning has not only enabled it to capture significant market shares in various regions but has also propelled it to the forefront of the smartphone industry. The brand’s commitment to technology, design, and customer-centric features has garnered numerous awards and accolades, including the prestigious Red Dot Design Award and the International Forum Design Award.

By leveraging effective marketing strategies, including celebrity endorsements, influencer collaborations, and active social media engagement, OPPO has successfully built a strong brand presence and engaged with its audience on multiple levels. OPPO’s comprehensive marketing mix, which includes product, price, place, and promotion strategies, ensures that the brand remains relevant and appealing to consumers across the globe.

As OPPO continues to expand its global reach and consolidate its position in emerging markets, its localized approach to product development and marketing efforts will undoubtedly contribute to its sustained success. With its continued commitment to innovation, OPPO is poised to remain a leading brand in the smartphone industry for years to come.

Market Trends

OPPO, as a leading smartphone brand, stays ahead of the competition by closely monitoring market trends and conducting competitive analysis. By doing so, OPPO continuously identifies emerging trends and incorporates them into its product offerings, ensuring that it remains relevant and appealing to consumers.

With a presence in over 60 countries and a wide range of smartphone models, including the OPPO Find N3, OPPO Find X5 Pro, OPPO Reno11 Series, OPPO A Series, OPPO Reno Series, OPPO Find X2 Series, OPPO Ace Series, Realme Series, and more, OPPO understands the importance of adapting to market demands and consumer preferences.

OPPO’s locations division spans across various countries, such as OPPO Bangladesh, OPPO Pakistan, OPPO Sri Lanka, OPPO India, OPPO Thailand, OPPO Vietnam, OPPO Malaysia, OPPO Philippines, OPPO Myanmar, and OPPO China, catering to diverse market segments.

In addition to its extensive product portfolio and global reach, OPPO utilizes a value-based pricing strategy and implements a segmented pricing strategy to cater to different market segments. By strategically adjusting its pricing based on market trends and consumer feedback, OPPO ensures its products are competitively priced and offer excellent value for money.

To further enhance its market position, OPPO leverages psychological pricing tactics, such as pricing just below round numbers, to create a perception of better value and affordability.

Table 1: 2017 Worldwide Smart Phone Platform Shipments and Market Share

Smartphone Platform Shipments (Millions of Units) Market Share (%)
Android 1,280.2 85.9
iOS 215.8 14.4
Windows Phone 9.9 0.7
BlackBerry 0.8 0.1
Others 3.0 0.2

Table 1 showcases the worldwide smartphone platform shipments and market share data for the year 2017. It highlights the dominance of the Android platform with a market share of 85.9%, followed by iOS with 14.4%.

The image above illustrates the multiple factors Chinese consumers consider when choosing mobile phones, providing valuable insights into the preferences and priorities of a key consumer segment.

Digital Marketing Tactics

OPPO’s success in the Indian smartphone market can be attributed to its effective digital marketing tactics. The brand has adopted a strategic approach to increase brand visibility and engage with its target audience. One of the key components of OPPO’s marketing strategy is its strong presence on social media platforms.

OPPO has strategically leveraged social media platforms such as Facebook, Twitter, Instagram, and YouTube to showcase its products, interact with consumers, and build a community. By consistently sharing engaging content, OPPO has successfully generated significant engagement on social media. For instance, its viral campaigns, including the highly successful Wake Up Sid campaign, have garnered thousands of likes and shares.

In addition to social media, OPPO employs search engine optimization (SEO) strategies to drive organic traffic and enhance its online visibility. Through successful optimization for key phrases related to its products and innovations, OPPO ensures that it appears prominently in search engine results, further increasing brand exposure.

The integration of user-generated content (UGC) has also contributed to OPPO’s digital marketing success. By encouraging customers to share their experiences and content related to OPPO products, the brand has built a community and enhanced social proof. This approach has helped OPPO maintain a positive brand reputation and establish trust among its target audience.

Furthermore, OPPO has partnered with popular e-commerce platforms like Flipkart, Amazon, Reliance Digital, and Croma to expand its distribution network. This strategic collaboration allows OPPO to reach a wider consumer base and improve accessibility for potential buyers.

Overall, OPPO’s digital marketing tactics encompass a comprehensive approach that combines social media engagement, SEO strategies, user-generated content, and strategic partnerships to effectively promote its products and engage with its target audience.

Influencer Marketing

OPPO has been at the forefront of effective marketing strategies, and one tactic that has played a significant role in their success is influencer marketing. By collaborating with influencers and celebrities, OPPO has successfully elevated its brand image and reached a wider audience.

Through influencer partnerships, OPPO has been able to generate substantial buzz and create interest among consumers. The brand has recognized the power of leveraging the impact that popular figures in various industries have on their followers. By associating their products with these influencers, OPPO has gained credibility and trust among their target audience.

To strategically execute influencer marketing, OPPO carefully selects influencers who align with their brand image and core values. These influencers, who often have a large following on social media platforms, help OPPO to extend their organic reach and engage with potential customers.

OPPO’s influencer marketing campaigns have not only increased brand awareness but have also showcased the innovative features and capabilities of their products. Through creative and authentic content creation, influencers have been able to showcase OPPO’s commitment to pushing the boundaries of technology and design.

Another notable aspect of OPPO’s influencer marketing strategy is their adaptation to local markets. They understand the need to tailor their approach to suit the specific needs and preferences of each region. For example, in India, OPPO has emphasized partnerships with cricket influencers, capitalizing on the nation’s passion for the sport.

OPPO’s influencer marketing campaigns have successfully brought the brand closer to its target audience. By leveraging the power of influential personalities, OPPO ensures that its brand is seen as not just a smartphone manufacturer but as a lifestyle choice that resonates with tech-savvy consumers.

Advertising Campaign Analysis

As part of its strategic approach, OPPO has conducted a comprehensive analysis of its advertising campaigns to gauge their effectiveness and optimize their impact. By measuring key metrics such as reach, engagement, and sales conversions, OPPO has gained valuable insights into the success of its marketing efforts.

The statistics reveal the substantial impact that OPPO’s advertising campaigns have had on brand awareness and consumer engagement. For instance, OPPO’s market awareness witnessed an impressive 6.3% increase to 8.9% through the branding advertisements launched in partnership with Appier. This significant rise in market awareness showcases the power of strategic collaborations in expanding the reach of OPPO’s brand message.

A brand lift survey conducted after the campaigns further validated the success of the advertising initiatives. The survey revealed a 6.3% uplift in respondents’ preference for OPPO smartphones following exposure to the campaigns. This shift in consumer preference indicates that OPPO’s advertising efforts effectively conveyed the unique value propositions of their products.

The effectiveness of OPPO’s tailored campaigns is also evident in the website analytics. Session times on OPPO’s website experienced a remarkable 200% increase, indicating heightened engagement and interest in the brand’s offerings. Additionally, the bounce rate reduced significantly by 70%, demonstrating the effectiveness of the campaigns in attracting and retaining the right target audience.

Moreover, the brand lift soared by an outstanding 27% as a result of Appier’s innovative and creative strategies, highlighting their role in enhancing brand recall. The campaigns successfully captured the attention of consumers and left a lasting impact, thereby strengthening the connection between OPPO and its target market.

By leveraging data-driven insights from the advertising campaign analysis, OPPO can refine its marketing strategies and better understand the preferences and behaviors of its consumer base. This invaluable knowledge will enable OPPO to tailor future campaigns and optimize their outcomes, ensuring continued success in the highly competitive smartphone market.

Target Audience Segmentation

OPPO, a leading smartphone brand, has implemented a strategic target audience segmentation approach to effectively cater to the diverse needs and preferences of its customers. By understanding the demographics, interests, and behaviors of its target audience, OPPO has been able to tailor its marketing strategies and product offerings to resonate with specific consumer groups.

The majority of OPPO’s target audience comprises young people aged 18 to 30 years old, primarily students and young professionals residing in second-tier, third-tier, and fourth-tier cities. These individuals are known for their interest in novelty, fashion, photography, entertainment, and socializing.

Geographically, OPPO divides its mobile phone market into European and American markets, Asian markets, and African markets. The Asian market is further segmented into Southeast Asia, China, and other emerging countries, which are categorized as low-end, mid-range, and high-end markets.

OPPO’s mid-range and low-end mobile phones appeal to students, newly employed individuals, regular workers, and similar demographics. On the other hand, high-end purchasers of OPPO phones include private business owners, corporate leaders, and individuals associated with wealth.

OPPO understands the importance of offering smartphones with features that cater to specific needs. It provides general models, music phones, camera phones, and devices suitable for both young and older individuals. This targeted approach ensures that OPPO can meet the varied requirements of its diverse consumer base.

With a presence in approximately 21 countries across different regions such as Africa, the Middle East, South Asia, Southeast Asia, Europe, Australia, and the United States, OPPO has successfully expanded its market reach and established itself as a global brand.

OPPO primarily focuses on the younger generation and aims to offer unique user experiences through innovative technologies, detailed designs, and competitive price strategies. The company has invested heavily in research and development, with a budget of 7 billion dollars over three years as of 2019, to drive technological advancements in its smart devices.

OPPO’s commitment to innovation has resulted in several groundbreaking achievements, including the development of the first rotating camera smartphone, the thinnest smartphone, and the first 5G commercial smartphone in Europe.

In the competitive smartphone market, OPPO faces challenges from rapid technological advancements and stiff competition from established brands. To overcome these challenges, OPPO leverages influencer collaborations, social media marketing platforms, and strategic partnerships with major e-commerce platforms like Amazon and Flipkart to engage customers, enhance brand awareness, and strengthen its distribution strategy.

Through its meticulous target audience segmentation and customer-oriented approach, OPPO has successfully positioned itself as a preferred choice for young, tech-savvy individuals between the ages of 18 to 34 years old who value the latest technological advancements and seek smartphones that align with their personality and lifestyle.

Market Share Year
Oneplus 4.3%
OPPO and Oneplus combined 7.3%

Brand Loyalty and Customer Satisfaction

OPPO’s commitment to excellence in its products and services has resulted in strong brand loyalty and high customer satisfaction. The company’s consistent focus on innovation and customer-centric strategies has enabled it to capture a significant market share worldwide in the competitive smartphone industry.

Since its establishment in 2001, OPPO has continuously evolved its mobile phones lineup, introducing cutting-edge features and technologies to enhance the user experience. Innovations such as AI-powered cameras, fast charging technologies, and immersive displays have set OPPO apart from its competitors.

OPPO’s marketing strategies play a crucial role in its success by driving brand loyalty and awareness. The company actively engages with its community through forums, social media platforms, and customer surveys to gather insights for product and service improvements. This customer-centric approach ensures that OPPO caters to the evolving needs and preferences of its loyal customer base.

Positioning itself as a premium yet accessible brand, OPPO aims to blend style and functionality in its devices. By creating products that deliver on both aesthetics and performance, OPPO ensures high levels of customer satisfaction. The company’s commitment to quality and innovation has resonated with consumers, resulting in a dedicated customer base that values the OPPO brand.

In India, OPPO has achieved remarkable success, capturing 71% of the entire telephone market in 2021. With over 10% market share, the company ranks as the 5th largest brand by shipment volume. This exceptional performance highlights the trust and loyalty Indian consumers place in the OPPO brand.

In Timor-Leste, OPPO commands a notable 31.5% market share, solidifying its dominance in the small island nation. The brand’s popularity in diverse markets speaks to its ability to appeal to a wide range of customers and satisfy their needs.

To enhance brand visibility and reach a wider audience, OPPO has formed partnerships with celebrities like Bollywood actress Deepika Padukone. These collaborations not only increase brand awareness but also establish a sense of trust and credibility among consumers.

Despite intense competition in the smartphone industry, OPPO has continued to grow by continuously innovating and differentiating its products. The expanding global smartphone market presents ample opportunities for OPPO to reach new customers and further increase its market share.

As part of its localization strategy, OPPO emphasizes tailored marketing approaches in various markets, such as India. By understanding local audiences and their preferences, OPPO can create targeted campaigns that resonate with consumers, enhancing brand appeal and customer satisfaction.

In conclusion, OPPO’s focus on creating exceptional devices, driving brand loyalty, and ensuring customer satisfaction has solidified its position in the smartphone industry. Through continuous innovation, strategic marketing, and a commitment to meeting customer needs, OPPO has cemented its status as a leading brand worldwide.


In conclusion, OPPO’s marketing strategy has proved to be highly effective in capturing the market trends and utilizing digital marketing tactics. By implementing independent promotions, leveraging social media and e-commerce platforms, and directly gifting to consumers, PT. World Innovative Telecommunication Banjarmasin has successfully increased sales of OPPO smartphones.

Collaborations with partners and leasing companies have further enhanced OPPO’s market presence, providing attractive financing options and sales promotions. The company’s diverse product range, coupled with affordable pricing and guaranteed safety, caters to a broader consumer base.

Through strategic distribution and engaging in promotional activities like holding bazaars and organizing events, PT. World Innovative Telecommunication Banjarmasin has successfully reached a wider audience in the South Kalimantan area. Moreover, after-sales services such as unit replacement guarantees and attractive programs like credit options with no down payment and 0% interest have further incentivized consumers to choose OPPO smartphones.

With a strong focus on brand positioning, staying abreast of market trends, and utilizing digital marketing tactics, OPPO has established itself as a leading player in the smartphone market. Moving forward, the company’s commitment to innovation and customer satisfaction will undoubtedly contribute to its continued success.


What is OPPO’s marketing strategy for 2024?

OPPO has implemented a successful marketing strategy in 2024, focusing on brand positioning and capitalizing on market trends.

How has OPPO positioned its brand in the smartphone market?

OPPO has positioned itself as a premium brand, offering innovative features at competitive prices, with a strong emphasis on camera technology.

How does OPPO stay ahead of market trends?

OPPO conducts competitive analysis and closely monitors emerging trends to ensure it remains relevant and appealing to consumers.

What digital marketing tactics does OPPO use?

OPPO utilizes a strong social media strategy, leveraging platforms such as Facebook, Instagram, and YouTube to showcase its products and engage with consumers.

How does OPPO use influencer marketing?

OPPO collaborates with influencers and celebrities to promote its products and reach a wider audience, generating buzz and interest among consumers.

How does OPPO assess the effectiveness of its advertising campaigns?

OPPO conducts a thorough analysis of its advertising campaigns, measuring key metrics such as reach, engagement, and sales conversions.

How does OPPO segment its target audience?

OPPO segments its target audience based on demographics, interests, and behaviors, allowing them to tailor marketing messages and strategies accordingly.

How does OPPO prioritize brand loyalty and customer satisfaction?

OPPO focuses on enhancing the overall customer experience by providing prompt customer support and regular product updates.

What has been the result of OPPO’s marketing strategy in 2024?

OPPO’s marketing strategy in 2024 has been a case study in successful brand positioning and utilizing digital marketing tactics, maintaining a competitive edge and achieving high levels of customer satisfaction.
About the author

Nina Sheridan is a seasoned author at Latterly.org, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.