A STUDY ON BRAND POSITIONING OF ONE PLUS MOBILES: QUALITATIVE ANALYSIS

The telecommunication industry is fastest growing sector in today's economy .Earlier cell phone industry is primarily engaged in the manufacturing of mobile phones, including mobile phone handsets. But now industry is totally concentrated on moving forward technologically. It is growing alongside up-and-coming technologies and innovations, building upon the progress of "smartphones" and other phone feature and segments made in recent years. One Plus mobiles are among few cell phone manufacturer which is positioning its brand very high in the mind of consumers. OnePlus was launched its first mobile in 2014 and in a small duration of time it became one of the market leaders in 2017, OnePlus leads the premium phone market in India with 48 percent share in the Q4, 2017 as per IDC. They entered the market with a proper strategy that positioned them as a premium market player in the industry. Recently they launched OnePlus 6 and the mobile handset sold hand to hand in the market, it made a record sale of Rs.100 crore within first 10 minutes of its preview sale on Amazon India and its own website. The research paper outlines qualitative analysis on brand positioning of OnePlus Mobiles based on the data available on online resources.