The Ultimate Sales Accelerator: One Surprisingly Powerful Strategy to create EPIC Sales in Business and in Life by Agarwal Amit

Author:Agarwal, Amit [Agarwal, Amit]
Language: eng
Format: epub
Publisher: TV18 Broadcast Ltd
Published: 2019-07-15T16:00:00+00:00

Source: https://www.rediff.com/business/report/how-oneplus-became-the-no1-smartphone-in-india/20180808.htm

Need: OnePlus satisfied the need of countless users who wanted a high-end cell phone, with top- notch features and that looks great but at half the price of the flagship brands. It was priced at Rs 19,999 or $299. The iPhone was launched in India for Rs 53,000 onwards and the Samsung Note 4 was priced at Rs 47, 899.

Insight: The fundamental insight that appealed to users like me is that good quality phones are available at reasonable prices. The sandstone finish was the first of its kind that made users believe that to hold a high-end phone in your grip is a real pleasure. There was no need of a phone cover because the finish itself was unique and looked great.

Conversation/Story: The brand successfully conveyed its essence through creative taglines. These included ‘Never Settle’ and ‘2014 Flagship Killer.’

The tagline Never Settle captured the attention of those who are constantly looking for something bigger and better. They reached out to the people who wanted to challenge the status quo even when it came to phones. Two simple words were packed with power and impact.

Oneplus also positioned their phone as 2014 Flagship Killer . This one phrase sparked the curiosity and ignited the interest of people who wanted to have flagship phones but couldn’t purchase the same because of exorbitant prices. This had such a positive impact that the brand continued the flagship killer strategy for subsequent models.

Emotion: While Never Settle and 2014 Flagship Killer gave rise to aspiration, the brand’s most brilliant move was the novel idea of the Invite-Only purchase system . Indian buyers were not at all accustomed to buying phones on an invitation. The system immediately created a mix of anxiety and aspiration along buyers to get their hands on an invite. I remember reaching out to many friends to receive an invite for buying both Oneplus One and Oneplus Two. And when I got this email, I was absolutely elated before I even had the phone in my hands:

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