QMOBILECASE STUDY

OVERVIEW

On 21st January, 2012, the CEO of Q Mobile, Zeeshan Akhtar in a meeting with his brand team said,” My dream is to see Qmobile become Pakistan's most used and appreciated handset brand in every major consumer segment”.

While reviewing the regional sales figures of Qmobile phones in Pakistan, Zeeshan identified the major sales were from rural areas.

The biggest challenge for Qmobile was to capture, or create space for itself, in the highly saturated smart phones market where consumers are extremely price sensitive.

Operating in a highly competitive market with international players such as Nokia, Samsung, Apple and HTC; Qmobile aims to break the clutter and grasp a leading position in smart phone market.

OVERVIEW

The agenda of the meeting was to discuss launch of Qmobile Noir series that will be catering to the upper classes. "We intend to target the SEC A and B with our new product category,

Noir series. This will be a changing moment for the company in terms of acquiring recognition, customer trust and higher growth margins. The future belongs to smart handheld devices," says Zeeshan.

The main dilemma lies in devising the marketing strategy which would uplift the brand image from cheap phones to high end technology phones directly competing with Samsung Android phones. “The marketing campaign along with the sharp price cuts will change Qmobile's image for the better," says Mr. Zeeshan Qureshi- Head of Marketing.

Cellular Phone Industry Overview

In 2005 the telecom of Pakistan was awarded the status of Industry, and in 2008 Pakistan was the third fastest growing cellphone industry in the world.

Pakistan is a very highly lucrative cellphone industry.

Pakistani cellphone buyers are price conscious and sensitive. On the other hand the market is aspired by the developed world and wants to follow the technological trends. The share of smart phones has been increasing over the past years and customers now want cell phones with camera, wifi and Bluetooth. Zeeshan said that,

Cellular Phone Industry Overview

“The major customers in the market buy phones ranging from PKR 2000 to PKR 8000, but cannot get smart phone in this range”. Our research showed us that majority of the companies operating in the Pakistan Cellular Phone industry were/are importing their phones from various countries, mostly from Dubai, UAE. In 2012 around PKR 15.77 Billion worth of cellphones were imported into Pakistan which was to be sold in the local market. These companies did not operate directly in the market but have appointed dealers and whole sellers for their phones.

CONTENT VISION & MISSION

INTRODUCTION

MARTKET PRODUCT FOCUS

MARKET MIX

PEST ANALYSIS

SWOT ANALYSIS

RECOMMENDATION

VISION

The company’s is to develop the path breaking technologies and efficient

processes that incubate newer market, enliven customers aspirations and continue to make Q-Mobile a trusted market leader

amongst people.

MISSION

Become No 1Keep It SimpleDo what You SayTake The Leap Of FaithKeep On CheckingStay True To Your Values

• LG is renowned in cell phone industry.• They re-launched their cell phone in Pakistan

with new brand name of QMobiles under new company.

CHALLENGES

TARGET MARKET

OBJECTIVE

POINT OF DIFFERENTIATION

OBJECTIVE

Q-Mobile Develops New Quality Cell Phones For Its Consumer

Q-Mobile Gives Life Style Oriented Products

Q-Mobile Provides a New Technology In Low Prices.

TARGET MARKET

Youth

SMS Conscious People

Multimedia Conscious people

Middle Class People

Internet Surfing People

TARGET MARKET

POINT OF DIFFERENCIATION

Quality

Software

Battery Timing

Resale value

User Friendly

Java Supported

Multimedia Supported

CHALLENGES

No Of Cell Phones Like Nokia, Samsung, China Mobile etc.

There Will Be Huge Competition In The Market.

Already Low Cost Mobiles Are Available In The Market

Qmobile Noir A100 - Android OS 2.2 Frozen Yogurt - Built-in camera- No 3G (UMTS)- GPRS- Touchscreen

Qmobile A5 - Android 2.3 (Gingerbread) - Built-in camera- No 3G (UMTS)- GPRS- Touchscreen

Qmobile A2 - Android 2.3 (Gingerbread) - Built-in camera- No 3G (UMTS)- GPRS- Touchscreen

PRODUCT

PRICE

Q-Mobile Produce are usually sold at low price Q-mobile are usually competitor based they try to keep their prices a

bit lower then those of the closest competition Price details are Given:

Q-Mobile Noir A34 Rs:7,999/- Q-Mobile E950 Rs:3,999/- Q-Mobile E787 Rs:2,499/- Q-Mobile Noir A100 Rs:7,999/- Q-Mobile A2 Rs:6,599/- Q-Mobile A5 Rs:10,500/-

SWOT ANALYSIS

STRENGTHS

Long Time Battery

Brand Availability

Wide Model Range

WEAKNESSES

Technical Weakness

Extra emphasis on cost saving

Low brand equity

Opportunities

Increasing potential Market size

Apparent stable economic policies

THREATS

Local Competitors ( RIVO, G FIVE)

Price War

Uncertainty in the Economic Condition in Pakistan

Conclusion

Higher Budgets for Marketing

Extensive Distribution

Serving Various Segments