Marketing Planning & Application

SUBMITTED TO SIR BILAL KOTHARI

Group Members

 Ali Sajid (56040)

 Laiba Zaman (53830)
 Fayyaz (51692)
 Ammar (54892)
 Najam (48747)
 Saif (52439)
Introduction to QMobile:

 It was launched in 2009

 The founding member of Q-Mobile is Mr. Pervez
Akhtar
 It's one of the first local mobile phone companies
of Pakistan
 It is known for its low and mid ranged smart
and mobile phones
 The company imports its phones from
Chinese manufacturers and sells them under its own
brand
Executive
Summary The motivation behind this proposal is to

examine Q-Mobile and its activities as a
business substance.
 Furthermore, the goal of the proposal is
to determine whether Q-Mobile can continue
to operate in the same manner as it has since
its establishment. 
 This proposal will concentrate
on analyzing the factors that have resulted in
specific challenges that prevent the company
from reaching its full potential.
Mission Statement 

To constantly bring innovation in
the telecommunication industry by helping
people to effectively communicate with
each other while providing customer
service along the way.
vision:
The company vision is to develop path-breaking technologies
and efficient processes that incubate newer market, enliven
customer aspiration and continue to make Q-Mobile a trusted
market leader amongst people.
Q Mobile has become the largest Pakistani smartphone brand in
just 3 years' time few years back.

 Q Mobile priced at everyone's reach, offers numerous

Q Mobile
new Android mobile phones & tablets at very affordable
prices

peak Time  Started From cheap touchscreen phones, to affordable Android

powered smartphones

 Q mobile made a big jump and captured the market, making its
phones the highest imported smartphones in Pakistan. With
more than million unit sold.

> But With the passage of time Q mobile has lost its popularity and
eventually its market share to other brands
Causes of Failure

 Phone storage and internal storage

are both limited in capacity. 
 From 100 to 50 percent, the battery
percentage lowers steadily, but below
50 percent, it becomes unpredictable.
 Q-Mobile's operating system is still
Android 4.2 JellyBean.
 Q Mobile spends a lot of money on
pricey advertisements that typically
feature big Bollywood stars, but the
firm doesn't seem to put any effort on
the user experience (user interface).
Segmentation 
The market was classified into three kinds of segmentations by
Q-Mobile:
Segmentation by Demographics:
a. Age: 40 and more for regular cell phones, 15 to 30 for
high-end feature phones
b. Gender: Introduce fresh styles and colors for both boys
and girls. 
Psychographic Segmentation: 
The company uses words that correspond to a person's
personality, such as "Noir" for smart phones, which implies
"stylish." 
Geographic Segmentation: 
Q-Mobile is available in all major cities
Target Market

 Q-Mobile primarily targeted people in

the intermediate to lower income
brackets. 
 The marketing strategy was built on
psychographic segmentation, which
separated their target into groups based
on their lifestyles and interests.
Swot Analysis

Strengths Weaknesses
 User friendly  Technical weakness
 Long time battery  Small users
 Second position in market  No information in rural area
 Brand availability  No awareness
 Well known brand  Physiological matters
 Wide mode range
OPPORTUNITIES: THREATS:
 Chances to lead the market  Local competitors
 Smart phone (huge market)  Price war
 High end consumer
 Strong competitor
Product

 The widespread consensus

on the market is that Q-
Mobile phones are of lower
quality than other
companies. 
 To sway customers' opinions
in their favor, Q-Mobile
should improve the quality
of its product by l Launching
their new smart phone with
the hopes of recapturing the
consumer's attention.
Strategies of Pricing

Skimming 
Price skimming is a product pricing strategy in which a company
charges the highest initial price to customers. As the demands of
the initial consumers are met, the company lowers the price in
order to attract new customers. 
Penetration
The price of a product is first set cheap in order to expand the
consumer base. Capturing a large portion of the market improves
the number of units sold, which boosts earnings. 
Promotion

 The company promote their newly

launched phones with the huge budget
 they target youth by casting
famous actors, singers, models in
their advertisements
Place

 Their product distribution makes their

products available in every small to
large electronic retailer. 
 The gap that was observed with the
marketing strategy of Q-Mobile is that
the people of rural areas were not
aware of it. 
Effects of
Cultural  Young people between the ages of 24 and 29 should be
Dimension aware of the product because they are more receptive to
celebrity endorsement. 
on QMobile  In order to compete with smartphone companies, QMobile
Consumer created its own cellular brand, which offers
technologically advanced phones at a low price.
Behavior:
 Power Distance: When compared to keypad phones and
innovative touch phones, the power distance is significant,
which has aided Q Mobile's rapid growth due to its
inexpensive cost and ease of use. 
Hofstede  Individualism: They develop in everyone's thoughts the
idea that this brand should be prominently shown in front
Culture  of others. 
 Uncertainty Avoidance: When people were first
Dimension introduced to a phone that could perform practically all of
the functions of an iPhone, they had great expectations
from Q and bought the phone solely on the basis that it
will be the best brand in the future.
 Long-Term Orientation: The cell phone should be
reliable and capable of working for an extended period of
time.
Perception
of Consumer
It's difficult to restore a brand's image after
the consumer's view has been tarnished,
and Q-Mobile is currently suffering as a
result, despite too many advertisements
and celebrity endorsements persuading
consumers to buy the so-called
inexpensive product. The following are
some of the most important reasons: 
 The unfortunate user interface
 Drainage of the battery
 Limited Storage
 Bloatware is software that is installed on
your computer.
 Operating System
Recommendations
 Invest time and money to improve the user interface, as the
majority of users will find it unappealing. 
 Introducing new mobile phones with distinct operating
systems and user interfaces, as the same thing triggers
consumers' minds. 
 Developing a proactive plan to remain relevant to their
customers.
 Customers and employees can provide feedback using a
system that has been built. 
 Design: Because Q-Mobile lacks in the design department,
they should present new designs.
 Camera and Resolution: It should also focus and improves
its camera features.
 Product Quality: To modify customer perceptions, Q-mobiles
should increase the quality of its product.
