Académique Documents
Professionnel Documents
Culture Documents
PRESENTED To:
PREPARED By:
Muhammad Bilal MBA-FA10-021
Salman MBA-FA09-017
Hamayo MBA-FA09-041
Marketing Plan
Table of Contents
Executive Summary………………………………………………………….……..6
2 - Company Overview…………………………………………………………….…8
3 -Challenges…………………………………………………………………………..9
4 - Situational Analysis………………………………………………………………10
4.1 Industry
4.2 Competition
5 - Enviromentional Analysis…………………………………………………….…12
Marketing Plan
8 - Marketing Strategy………………………………………………………………16
8.1 Geographic
8.2 Demographic
8.3 Psychographics
8.4 Behavioral
8.5 Competition
9 - Swot Analysis………………………………………………………………...…..17
12 - Marketing plan………………………………………………………….…....…27
12.1 Introduction
13.2 Competition
16.1 Pricing
16.2 Place
16.3 Promotion
17.1 Solution
19- Observations…………………………………………………………………….32
20 - Market Opportunities………………………………………………………….32
Marketing Plan
21 – Recommendations…………………………………………………………….33
22 – Conclusions…………………………………………………………………….34
23 – Appendixes……………………………………………………………………..34
Marketing Plan
Marketing Plan
1- Company Vision
The company’s vision is to develop path-breaking technologies and efficient
processes that incubate newer markets, enliven customer aspirations and
continue to make Q-Mobile a trusted market leader amongst people.
Mission
Become no1
Keep it simple
Do what you say
Take the leap of faith
Keep on checking
Stay true to your values
Marketing Plan
2- Company Overview
The brand Q-MOBILE in Pakistan is brought to you by Digicom, a new entrant in
the industry but one with a long and successful history of brining and selling
innovative, high-end cellular technology to Pakistan.
With a futuristic vision and an exhaustive R&D at its helm, Q-Mobile has
successfully generated innovative technologies that have and will continue to
revolutionize the telecom consumer space.
From low-cost feature packed handsets to the bringing in the QWERTY Era, and
from Social Networking & high-end Music phones to the feature-based business
phones; Q-Mobile is on a mission to successfully overcome the technological
barriers and constantly engender “complete mobile lifestyle solutions”.
With a 360 degree advertising and marketing strategy sketched out, the company
has an optimistic outlook for the telecom consumer space. Currently present
across the country, the company plans to have an aggressive market incursion to
reach out to its customers throughout Pakistan; every village, every city.
Innovation, Cost-Effective, Credible and an Insightful R&D, have now become
synonymous to Q-Mobile in the telecom market.
Soon Q-Mobile will become a brand which people across the social strata will
relate and look up to for realizing their individual device preferences and other
out-of-the-box solutions.
Marketing Plan
3-Challenges
As, already there are number of telecommunication cell phones like Nokia,
LG, Samsung, China mobiles etc, so there will be huge competition in the market.
As our services are new in this sector we will face some challenges to stand in this
huge competition. On the other side as we are famous in low cost mobile phones
and we have good image in the minds of the customers, so it is easier to
convinces our customers to switch to our brand. Besides this there will be
difficulty in attracting new customers.
Marketing Plan
4- Situational Analysis:
4.1Industry Analysis
Pakistan has huge telecommunication market potentials. By the end of 2008, the
number of Q-Mobiles users reached 1, 30,000 rising by 24.52% every year
approximately. By the end of June, 2010, the number of Q-Mobile users was
nearly 2, 00,000.
Q-Mobile cell phone market has international brands such as Nokia, Motorola as
well as china mobiles. Q-Mobile mainly has four standards (GSM, Wi-Fi,
Application and Multimedia) and about 85% are Multimedia users. Multimedia is
the main thing on which Q-Mobile are focused. From the 2008 Q-Mobiles
introduce 17 mobiles in the market, among which they all have multimedia and
they comparisaly in low price which is in the range of all the people of Pakistan
Marketing Plan
Mobiles.the big advantage which Q-Mobile have gain more appreciation is his re-
Sale value which dramatically good against Nokia and china mobiles
4.4Customer analysis
Q-Mobiles are targeting all segments of the people, especially low income
persons by providing them all kinds of services according to their need or wants.
For example, we are providing different plans for different customers according to
their usage and needs. Today customers’ wants multimedia features and also we
have separate plans for students who also interested in those features which are
in expensive mobiles. Company will receive 12% revenue of total sales from
existing customers.5% new customer will be created within 1 ½ years. To retain
the existing customers company will use following tactics
Marketing Plan
5- Environmental Analysis:
5.1Political Factors
Political factors include government regulations and legal issues and define both
formal and informal rules under which the firm must operate. Some examples
include:
tax policy
employment laws
environmental regulations
trade restrictions
political stability
All these factors should be kept in mind while the functioning of the
organization takes place. For the success of any organization political
relations should be good so that it in favor of the development of the
economy.
Marketing Plan
5.2Economic Factors
Economic factors affect the purchasing power of potential customers and the
firm's cost of capital. The following are examples of factors in the macro
economy:
economic growth
exchange rates
inflation rate
The present condition of the economy should be kept in the mind of the
Organization, and should contribute towards the development of the economy
5.3Social Factors
Social factors include the demographic and cultural aspects of the external macro
environment. These factors affect customer needs and the size of potential
markets.
Some social factors include:
If Q-Mobiles want to have a huge market share then they have to learn the
condition of the society. They have to learn the demography of the Pakistan
society. They should know the needs of the society and should provide good
quality services.
5.4Technological Factors
Technological factors can lower barriers to entry, reduce minimum efficient
production levels, and influence outsourcing decisions.
Marketing Plan
6- Market Product Focus:
6.1Product Objective
Customer satisfaction is the main part of Q-Mobiles after selling the follow up is
also very important for Q-Mobiles because every organization should always
know what is happening within their designated market, if it is changing,
saturation, technological advances, slowing down or rapidly growing, being up to
date on this is essential for companies to survive.
6.2Target market:
6.3Point of difference:
Marketing Plan
7- Numbers of Companies in the Industry
There are number of companies with only six top companies in the cell phone
industry that controls the market. Even though there are emerging new
companies into the market, they are relatively small. The six top companies are
rank as follow as the largest to the smallest cell phone company:
1. Nokia
2. Q-Mobiles
3. Samsung
4. LG
5. Chine
6. Other
Marketing Plan
8- Marketing strategy:
8.1 Geographic:
World region – Asia
Country – Pakistan
Cities – Reach out maximum places
8.2 Demographic:
Age – All age group
Gender – Male, Female
Income – All income groups
Occupation – Every sector
Religion – Irrespective of religion
8.3 Psychographic:
Social class – Middle class of people
Lifestyles – Urban, rural, and even far villages
8.4 Behavioral:
Benefits – Quality
Loyalty status – Strong
8.5 Competition:
Today two brand are directly competing Q-Mobile
Nokia
China
Marketing Plan
9- SWOT Analysis:
STRENGHTS
User friendly
Long time battery
Second position in market
Brand availability
Well-known brand
Extra accessories
Wi-Fi
Wide model range
Touch screen
Weakness
Technical weakness
Small users
No information in rural areas
No awareness
Physiological matters
Marketing Plan
Opportunities:
Chance to lead the market
Smart phone(Symbian & android)
THREATS:
Local competitors
Price war
High end consumer (Htc ,Apple ,Motorola)
Uncertainty in the economic condition of Pakistan
Due to intense competition
Strong competitor
Brand Ambassador:
Marketing Plan
10- Market mix of Q-mobile:
Products
Q3
Dual SIM Card-Dual Standby
Color LCD
1.3 MP Camera
Support MSN / Face book
MP3 Player
FM Radio
Voice Recorder
Downloading
Q3i
Dual SIM Card-Dual Standby
2.0" TFT Screen
1.3 Mega Pixel Camera / Voice Recorder
MP3 Player / MP4 Player
MSN / Face book / Email / Yahoo
FM Radio / FM Recording
Bluetooth / GPRS / WAP / MMS
External Memory (Support Up to 4GB)
Downloading
Marketing Plan
Q5
Dual SIM Card-Dual Standby
2.2" TFT Screen
Camera 2.0 Mega Pixel / Voice Recorder
MSN / Face book / Email / Yahoo
Trackball
MP3 Player / MP4 Player
FM Radio / FM Recording
GPRS-EDGE
Stereo Speaker
Bluetooth / GPRS / WAP / MMS
External Memory (Support Up to 8GB)
Downloading
Q 55
Made with SWAROVSKI Zirconia
Dual SIM Card-Dual Standby
2.4" QVGA LCD (240 x 320 Resolution)
Full QWERTY keypad
Camera 2.0 Mega Pixel
Face book / MSN / Yahoo Messenger
Twitter / Google Search
Voice Recorder / Memo
JAVA / Games / Schedule
Private Info Protection /
Audio Player (MP3, MIDI, WAV)
Video Player (AVI, 3GP, MP4)
3.5mm Audio Jack
USB 2.0 / PC Sync
Music Player Powered by Yamaha
Background Music Playback
Stereo Speaker
Stereo MP3 Earphone (3.5mm PIN)
Bluetooth / EDGE / GPRS / WAP 2.0
Phonebook Memory 1000
SMS Memory 1000 (Excluding both SIM cards)
Internal Memory 20MB
External Memory (Support Up to 16 GB)
Downloading / MP3 Ringtones / Wallpapers
Standby Time (up to 10 Days)
Talk Time (up to 5hrs)
Marketing Plan
E 900
E 100
Dual SIM Card-Dual Standby
2.0" TFT Screen
Color LCD
MP3 / MP4 Player
FM Radio / FM Recording
Hifi Speakers
Bluetooth / GPRS / WAP / MMS
External Memory (Support Up to 2GB)
Downloading
Marketing Plan
E 125
Dual SIM Card-Dual Standby
1.8" TFT Screen
Color LCD
MP3 Player
FM Radio / FM Recording
Powerful Torch Light
Voice Recorder
External Memory (Support Up to 2GB)
E195
Dual SIM Card-Dual Standby
1.8" TFT Screen
Smart Camera / Voice Recorder
Bluetooth / WAP / MMS / GPRS
MP3 Player
FM Radio / FM Recording
External Memory (Support Up to 4GB)
Downloading
E 400i
Dual SIM Card-Dual Standby
Slim & Full Multimedia Phone
Big Screen ( Wide View )
Full Metallic Body
Camera / Camcorder
Bluetooth
MP3 / MP4 Player
FM Radio / FM Recording
Voice Recorder
Call Blocking System
GPRS / WAP / MMS
External Memory (Support Up to 4 GB)
Downloading / MP3 Ringtones / Wallpapers
Marketing Plan
Price:
The phones that Q-Mobiles produce are usually sold at low prices
(new phones can be expected to enter the market at around Rs5000+).Q-mobile’s
prices are usually competitor based, in such a way as, they try to keep their prices
a bit lower then those of the closest competitors, but not as low as the "smallest"
competition as consumers do not mind paying the extra money for the "extra
quality"
they will receive with a well known brand, such as Nokia.
Q3 Rs 4,699 Only
Q4 Rs 5,699 Only
Q5 Rs 6,699 Only
Q 55 Rs 10,230 Only
E 900 Rs 6,999 Only
E 125 Rs 2,599 Only
E 195 Rs 3,299 Only
E 400i Rs 4,299 Only
Place:
Marketing Plan
remain limited edition, as this will encourage younger consumers to buy them,
some of places of dealers are as follows
Faisalabad
Mr. Ali
679-B, BATALA COLONI GORI PLAZA
SATIANA ROAD, FAISALABAD
Phone No. : 041-8715460
Karachi
ATHER ALI
QMOBILE CUSTOMER CARE CENTER
AGA KHAN III ROAD, NEXT TO GIMINI MOBILE MKT,1ST FLOOR
KARACHI
Phone No. : 021-32711092-4
Hyderabad
Mr. Fateh
BUNGALOW NO. 638 - B,
HYDERABAD
Phone No. : 022-3817944
Peshawar
MR. RAFEEQ AHMAD
NBP BUILDING OPP. GUL HAJI PLAZA
UNIVERSITY ROAD.
PESHAWAR.
Phone No. : 091-5854524
Marketing Plan
Promotions:
According to Q-Mobiles dealers in Faisalabad they are planning new mobiles like
Symbian based and android mobile based mobiles known as smart phones to
attract the upper class of Pakistan
Marketing Plan
Q-Mobile announced its latest Q5 Mobile Phone that is Dual-SIM capable and
comes equipped with Full QWERTY Keypad with Track Ball Q5 phone has 2.2-inch,
320 x 240 pixels wide, 262K color capable QVGA display and features a full
QWERTY keypad and trackball based navigation. It comes with 45-MB internal
memory and offers support for microSD slot with up to 8-GB expandable storage
capacity allowing up to 1000 entries phonebook with 1000 SMS memory.
This mobile is specially design for youth, who are interested in face book, msn,
yahoo, e-mail, e-buddy and opera browsers etc.
Its Qwerty keypad is specially design for sms conscious people who mostly time
need text massaging instead of phone call because one factor is low price of
massaging pack gages offered by the telecommunication companies offered
Marketing Plan
13- Marketing plan:
Introduction
Faisalabad is the third largest city in Pakistan after Karachi and Lahore. Before the
foundation of the city in 1880, the area was very thinly populated. The population
has risen from 9,171 in 1901 to 979,000 in 1951 and to 2,009,000 in 1998. The
larger Faisalabad district had a population of about 5.4 million in 1998.
The city is at a road and railway junction, which has played an influential role in
the development of Faisalabad's trade and economy. The surrounding
countryside, irrigated by the Lower Chenab River, has seen expanded production
of cotton, wheat, vegetables, and fruits, which form 25% of Pakistan's exports.
The city is also an industrial centre with major railway repair yards, engineering
works, and mills that process sugar, flour, and oil seed. Produce includes super
phosphates, cotton and silk textiles, hosiery, dyes, agricultural equipment, and
ghee (clarified butter). Faisalabad is also the site of the prestigious University of
Agriculture, founded in 1909.
Marketing Plan
14- Current market situation of Faisalabad:
14.1Target market:
Target market of this product Q-5 is specially youth due its Full QWERTY Keypad.
and those other features like face book, yahoo, msn etc.
14.2 Competition:
Regarding Q-5 its competitors are Nokia mobile C3 which they have recently
lunched into the market of Pakistan and also other QWERTY keypad mobiles like
Samsung chat 335.
Company must focus on those areas where youth of the Faisalabad is situated like
universities areas, play ground, shopping areas etc.
On these kind of place company can interact directly with the student and talk
about their needs regarding cell phones. and at the spot and provide solution
because as we know about the need of youth of the world is qwerty keypad and
same would be youth of Pakistan. The problem is the brand which they preferred
mostly and Nokia have already good reputation due to its function so we have tell
the customer that Q-Mobiles are also providing good quality and functions as
well.
Marketing Plan
15- Product competitors in Faisalabd:
Nokia
Samsung
LG
China mobiles
Pricing:
Strategy Change price terms or conditions for particular products according
situation
Tactics
Tactics
Marketing Plan
Strategy Penetration policy
Tactics
Place:
Tactics
Tactics
Promotion
Tactics
Marketing Plan
Recruit additional professional sales personnel.
Increase sales effort to increase sale to major customers.
Increase sales efforts for most profitable products.
Strategy Change advertising/ sale promotion
Tactics
Company will have simple friendly decision weekly monthly quarterly and annual
reports focusingon
Marketing Plan
18- Contingency plan:
Company is much afraid of current economic condition of Pakistan as the
company is willing to increase its market share and sales in Pakistan.
Solution:
Company should contact the head office for the strategic support to
achieve its goal.
Company should make huge expense on advertising to retain and
create new customer.
Company should held maximum shows and meeting for the
promotions and products of the company.
Company should cut the allowances and should accommodate for
the important designations.
19- Observations:
Communication skills are strong.
More concentration on marketing concept.
Cooperative employees.
Strong management.
Attractive packages.
Positive attitudes towards outsiders.
Strong DMBS.
Maximum career opportunities for employees.
Marketing Plan
20- Marketing opportunities and issues:
Issues:
For Sales growth they need highly intensive distribution and strong
promotions
21- Recommendations:
Improve the software quality
Use cut price strategy to retain the customers.
Provide frequency programs more and more.
Increase its market share.
Improve the Qwerty keypad type mobile to compete the Nokia
N series.
Marketing Plan
22- Conclusion:
Company is flourishing day by day but due to the recession in Pakistan it also
suffering. Company‘s strategies are very suitable. Company should invest more on
advertising to retain its customer. Company should pay more attention to its
issues and should review.
23- Appendixes:
Marketing Plan
Marketing Plan
Marketing Plan