Green SparkPRESENTED To:

Sir Hasnain Bashir

PREPARED By:

Muhammad Bilal MBA-FA10-021

Faiz Rasool MBA-FA10-005

Salman MBA-FA09-017

Hamayo MBA-FA09-041

Muhammad Abdullah MBA-FA10-006

ACKNOWLEDGMENT

My first and foremost humble and gratitude to the ALLAH almighty for giving me the valor to remain dedicated to make this Project.

Apart from it I take the opportunity to acknowledge the real efforts of:

First, we would like to thanks SIR HASNAIN BASHIR for his valuable support and encouragement which he has offered. His words of wisdom will always be remembered, and we are convinced that the knowledge of marketing that he has imported would go a long way and helping us all through our professional career.

Secondly to our senior who have provided us with valuable information which helped us a lot in completion of this project.

Table of Contents

Marketing Plan

Executive Summary………………………………………………………….……..6

1 - Company vision & Mission………………………….………………………..…7

2 - Company Overview…………………………………………………………….…8

3 -Challenges…………………………………………………………………………..9

4 - Situational Analysis………………………………………………………………10

4.1 Industry

4.2 Competition

4.3 Current market situation

4.4 Customer Analysis

5 - Enviromentional Analysis…………………………………………………….…12

5.1 Political Analysis

5.2 Economical Factors

5.3 Social Factors

6 - Market Product Focus……………………………………………………………14

6.1 Product Objective

6.2 Target Market

6.3 Point of Difference

7 - Number of companies in Industry……………………………………………..15

8 - Marketing Strategy………………………………………………………………16

8.1 Geographic

Marketing Plan

8.2 Demographic

8.3 Psychographics

8.4 Behavioral

8.5 Competition

9 - Swot Analysis………………………………………………………………...…..17

10 - Market Mix of Q-Mobiles…………………………………………….….…….19

11 - Company’s new product in Future……………………………………..…..25

12 - Marketing plan………………………………………………………….…....…27

12.1 Introduction

13- Current Market Situation of Faisalabad………………………….….……...28

13.1 Target Market

13.2 Competition

13.3 Customer Needs

15 - Product Competitions In Faisalabad……………………………………….29

16 - Strategies for Q-5 in Faisalabad…………………………………………….29

16.1 Pricing

16.2 Place

16.3 Promotion

17 - Review & Control………………………………………………………………31

18- Contingency plans………………………………………………………..…….32

17.1 Solution

19- Observations…………………………………………………………………….32

20 - Market Opportunities………………………………………………………….32

21 – Recommendations…………………………………………………………….33

22 – Conclusions…………………………………………………………………….34

Marketing Plan

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

4.2 Competitors Analysis

The recently launched E900i Soap by Q-Mobiles is an extremely stylish touch

screen mobile phone with GPRS (General Packet Radio Service) and java

application support. You have the benefit of being connected to the network

round the clock and are billed for the amount of data transferred, and not for the

time online According recent market research which we have done in Faisalabad

views of people about Q-Mobiles is good as compared to the Nokia and china

Mobiles-Mobiles are give tough time to china and also Nokia mobiles because

Nokia mobiles with technologies are expensive which is out of range of mostly people

of Pakistan and if we talk about china mobiles they have serious problems in their

technologies. So those people who buy Nokia or china are now preferred Q-

Mobiles.the big advantage which Q-Mobile have gain more appreciation is his re-

Sale value which dramatically good against Nokia and china mobiles

4.3Current market Situation

Marketing Plan

The current market situation in this sector is full of competition.

Different players are providing different kinds of plans and services to attract

more and more customers. Every day each player is providing new technologies

features to attract others companies customer. The major leader in today’s

context is

Nokia, China Mobiles and others

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

Improving contract with new and old customer Using frequency programs Will concert profiteer customers will more pollinate Company considered

that “customer is always the king of the market” and more sensitive to quality and prices at a time

Marketing Plan

5- Environmental Analysis :

5.1Political Factors

Political factors include government regulations and legal issues and define bothformal 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 theorganization takes place. For the success of any organization politicalrelations should be good so that it in favor of the development of theeconomy.

5.2Economic Factors

Marketing Plan

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:

population growth rate age distribution career attitudes emphasis on safety

If Q-Mobiles want to have a huge market share then they have to learn thecondition of the society. They have to learn the demography of the Pakistansociety. 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 efficientproduction levels, and influence outsourcing decisions.

Marketing Plan

6- Market Product Focus:

6.1Product ObjectiveCustomer 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:

The target market of Q-Mobile is as follows: Youth Sms conscious people Multimedia conscious people Middle class people Internet surfing people

6.3Point of difference:

Point which separate Q-Mobiles with other are as follows: Quality Software Battery timing Resale value User friendly Java supported Multimedia supported

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 – AsiaCountry – PakistanCities – Reach out maximum places

8.2 Demographic:Age – All age groupGender – Male, FemaleIncome – All income groupsOccupation – Every sectorReligion – 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-MobileNokiaChina

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

Q 3

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

Q 5

Marketing Plan

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)

E 900

Marketing Plan

Dual SIM Card-Dual Standby 2.8" QVGA LCD (240 x 320 Resolution) Resistive Touch Screen Camera 3.0 Mega Pixel Face book / Yahoo Messenger / Skype Twitter / Mini Opera / Google Map Voice Recorder / Memo Pad / Calculator JAVA / Games / Schedule / Alarm Private Info Protection / Auto on & off Audio Player (MP3, MIDI, WAV) Video Player (AVI, 3GP, MP4) 3.5mm Audio Jack USB 2.0 / PC Sync Music Player Powered by Yamaha Stereo Speaker Stereo MP3 Earphone (3.5mm PIN) FM Radio / FM Recording Bluetooth / EDGE / GPRS / WAP 2.0 / MMS Phonebook Memory 1000 SMS Memory 1000 External Memory (Support Up to 8 GB) Downloading / MP3 Ringtones / Wallpapers

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

E 125

Marketing Plan

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

Price:

Marketing Plan

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.

Q 3 Rs 4,699 Only

Q 4 Rs 5,699 Only

Q 5 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:

Q-Mobiles phones are generally sold at all established mobile phone

dealerships although they are also sold at other retailers and other electrical

suppliers. The product are only sold in the electrical suppliers and stores other

then dedicated phone dealerships after the introductory period so the phones can

remain limited edition, as this will encourage younger consumers to buy them,

some of places of dealers are as follows

Marketing Plan

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

Promotions:

Promotion is a key element of marketing program and is concerned with effectively and efficiently communicating the decisions of marketing strategy. It influences the target consumer’s perceptions to facilitate exchange between the

Marketing Plan

marketer and the consumer. Some of the promotional strategies used by Q-Mobiles are:

Advertising on TV, Radio Direct selling Personal selling Different offers Motivating the channel(distributer margin) Gifts, who purchases any Q-Mobile phone

11- Coming new:

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

12- Product profile:

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

Marketing Plan

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

The population of Faisalabad on January 1st 2010 is approximately 2,513,975.

(Extrapolated from a population of 5,080,878 in 2007 and a population of

2,880,675 on June 8th 2010.)

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.

It is an important industrial centre west of Lahore. The city-district of Faisalabad is bound on the north by the districts of Hafizabad and Chiniot, on the east by Nankana Sahib, on the south by Sahiwal, and Toba Tek Singh and on the west by Jhang. It is 1,135 km (705 mi) from Karachi, 128 km (80 mi) from Lahore, 350 km (220 mi) from Islamabad/Rawalpindi, 187 km (116 mi) from Burewala, and 70 km (43 mi) from Jhang.

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.

14- Current market situation of Faisalabad:

14.1Target market:

Marketing Plan

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.

14.3 Customer need:

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.

15- Product competitors in Faisalabd:

Nokia

Marketing Plan

Samsung

LG

China mobiles

16- Strategies For Q-5:

Pricing:

Strategy Change price terms or conditions for particular products according

situation

Tactics

Product price low and obtain maximum profit on spare parts.

Set price at 10% below market leader.

Reduce price of product to maximize sales (to allow increased

production and reduce unit production cost).

Strategy Skimming policy

Tactics

Set price of new product at level 30% about previous products.

Sell on new revolutionary design features and benefits.

Be prepared to reduce price as volume if competitors enter into the

market.

Strategy Penetration policy

Tactics

Marketing Plan

Set low price for new product to discourage competitors from

entering market.

Increase turnover to level where product become profitable at this

price level.

Strategy Discount policy

Place:

Strategy change channels

Tactics

Set own distribution direct to stores

Change distribution for area

Increase number of warehouses for product.

Strategy improve services

Tactics

Set up national service network.

Promotion

Strategy change selling/sale force organization

Tactics

Strengthen sales force organization.

Introduce performance related gifts scheme for sale force.

Recruit additional professional sales personnel.

Increase sales effort to increase sale to major customers.

Marketing Plan

Increase sales efforts for most profitable products.

Strategy Change advertising/ sale promotion

Tactics

Start new advertising campaign.

Increase company image advertisement.

Increase advertising for the product in specific market.

17- Review and control:

Company will have simple friendly decision weekly monthly quarterly and annual

reports focusingon

Revenues and unit sales

Expenses

Customer feedback

Stock

Market share

Discounts

Advertising budget

Employee recruitment and termination

18- Contingency plan:

Marketing 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.

20- Marketing opportunities and issues:

Marketing Plan

Now according to Q-Mobiles they are 2nd one in the mobiles

industry and the want to reach at no one position in the next 2-3 years. We see

growth across our entire portfolio. It creates new categories that are a source of

sales and profit growth in the future. It brings consumers into their stores to try

new products, and it brings consumers back to their stores, where they can get

products they trust.

Issues:

For Sales growth they need highly intensive distribution and strong

promotions

Q-Mobiles is facing competition from Nokia & China as on the base of

different brands market share

Q-Mobiles has to maintain its difference from other brands as creating

unique values that others are not giving with core product.

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.

22- Conclusion:

Marketing Plan

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:

For information we went to Q-Mobiles dealers’ office Batala Colony Satiana road Faisalabad.

We visit Mobile market kachiri Bazar to get information about Q-MobilesProducts.

We also meet different youth groups to get more information about Q-Mobiles particularly Q5.

Marketing Plan

Marketing Plan

Marketing Plan