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PRESENTED To:
Miss Mawal Sara Saeed
PREPARED By:
Syed Khurram Hasan
Akashaa Khan
Usman Tahir
Ahmed Noor
Muhammad Shawaiz Khan
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Table of Contents
Executive Summary...6
1 - Company vision & Mission...7
2 - Company Overview .8
3 -Challenges. .9
4 - Situational Analysis10
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 Focus14
6.1 Product Objective
6.2 Target Market
6.3 Point of Difference
7 - Number of companies in Industry..15
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8 - Marketing Strategy16
8.1 Geographic
8.2 Demographic
8.3 Psychographics
8.4 Behavioral
8.5 Competition
9 - Swot Analysis.....17
10 - Market Mix of EMPOWER
MOBILE ...19
11 - Companys 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
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17 - Review & Control31
18- Contingency plans ...32
17.1 Solution
19- Observations.32
20 - Market Opportunities.32
21Recommendations.33
22Conclusions.34
23Appendixes..34
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Competitor edge:
One of the goals for this version was to be able to create tools that provide a great user
experience. We wanted our users to feel familiar with empower, even if it is the first time theyre
using it, even if they are not using a laptop.
one of the most important feature that empower mobile have is that user can use it as a tool forsecurity .empower mobile provide gadgets along mobile phone such as a SPY CAMERA which
can be installed anywhere in the house and can be monitored from anywhere in the world.
Making life more secure
Also one of the latest features that only empower mobile have is WATER BATTERY, whichno other mobile phones have. If there is load shedding no need to worry empower mobile have
solved the solution of charging mobile phone. Mobile phone can be charged by placing there
batteries in hot glass of water. It can also be charged with an electric charger.
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1- Company Vision
The companys vision is to develop path-breaking technologies and efficient
processes that incubate newer markets, enliven customer aspirations and
continue to make EMPOWER a trusted market leader amongst people.
Mission
Become no1
Keep it simple
Do what you say
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Take the leap of faith
Keep on checking
Stay true to your values
2- Company Overview
The brand EMPOWER in Pakistan is brought to you by UKAAS(Usman khurram
Akashaa Ahmed Shawaiz) 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, EMPOWER 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; EMPOWER is on a mission to successfully overcome the technologicalbarriers 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
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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 EMPOWER in the telecom market.
Soon EMPOWER 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.
3-Challenges
As, already there are number of telecommunication cell phones like Nokia,
LG, Samsung, Q-MOBILE, China mobiles etc, so there will be huge competition inthe 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
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easier to convinces our customers to switch to our brand. Besides this there will
be difficulty in attracting new customers.
4- Situational Analysis:
4.1Industry Analysis
Pakistan has huge telecommunication market potentials. According to the survey
conducted and the findings showed that by the end of 2013 after its first launch,
the number of EMPOWER users are expected to reach 1, 70, 000, 00 covering
approximately 10% of the market. By the end of DECEMBER, 2014, EMPOWER
would be covering approximately 15% of the market share.
EMPOWER cell phone market has international brands such as Nokia, Motorola aswell as china mobiles. EMPOWER mainly has four standards (GSM, Wi-Fi,
Application and Multimedia) and about 85% are Multimedia users. Multimedia is
the main thing on which EMPOWER are focused. EMPOWER will introduce
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mobiles in the market, which all have multimedia and they comparably in low
price which is in the range of all the people of Pakistan
4.2 Competitors Analysis
The first mobile that will be launched by EMPOWER would be EM007 which 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 some cities of Pakistan like Lahore , Multan , Karachi, Islamabad,
Peshawar etc, views of people about EMPOWER 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 EMPOWER. The big advantage which EMPOWER have gain more
appreciation is his re-Sale value which dramatically good against Nokia and china
mobiles
4.3Current market Situation
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 todays
context is
Nokia, Samsung, China Mobiles and others
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4.4Customer analysis
EMPOWER 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 customersaccording to their usage and needs. Today customerswants 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 new customer within 1 year.5% new customer will be created
within next 1 years. To retain the new existing customers company will use
following tactics
Provide cheap and good contract conditions.
Free registration for insurance. Free mobile tracking.
5- Environmental Analysis:
5.1Political Factors
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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.
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
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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 EMPOWER MOBILE 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.
6- Market Product Focus:
6.1Product Objective
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Customer satisfaction is the main part of EMPOWER Mobiles after selling the
follow up is also very important for EMPOWER 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 EMPOWER Mobile is as follows:
Youth
Sms conscious people
Multimedia conscious people
Middle class people
Internet surfing people
6.3Point of difference:
Point which separate EMPOWER Mobile with other are as follows:
Quality
Software
Battery timing
Resale value
User friendly Java supported
Multimedia supported
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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. Samsung
3. LG
4. China
5. Other
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8- Marketing strategy:
8.1 Geographic:World regionAsia
CountryPakistanCitiesReach out maximum places
8.2 Demographic:AgeAll age group
GenderMale, Female
IncomeAll income groups
OccupationEvery sector
ReligionIrrespective of religion
8.3 Psychographic:Social classMiddle class of people
LifestylesUrban, rural, and even far villages
8.4 Behavioral:BenefitsQuality
Loyalty statusStrong
8.5 Competition:Today two brand are directly competing EMPOWER Mobile
Nokia
China
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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
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Opportunities:
Chance to lead the market
Smart phone
THREATS:
Local competitors
Nokia, Q-mobile, Apple and Samsung are already prevailing in to the
market and have captured most of the market shares. It will be difficult to
get into the market.
Price war
High end consumer (Htc ,Apple ,Motorola)
Uncertainty in the economic condition of Pakistan
Due to intense competition
Strong competitor
Brand Ambassador :
http://www.google.com.pk/images?um=1&hl=en&client=firefox-a&rls=org.mozilla:en-US:official&channel=s&biw=1280&bih=840&tbs=isch:1&&sa=X&ei=rZA7TcHFL8ih8QOky5ysCA&ved=0CDEQvwUoAQ&q=brand+ambassador&spell=1http://www.google.com.pk/images?um=1&hl=en&client=firefox-a&rls=org.mozilla:en-US:official&channel=s&biw=1280&bih=840&tbs=isch:1&&sa=X&ei=rZA7TcHFL8ih8QOky5ysCA&ved=0CDEQvwUoAQ&q=brand+ambassador&spell=1http://www.google.com.pk/images?um=1&hl=en&client=firefox-a&rls=org.mozilla:en-US:official&channel=s&biw=1280&bih=840&tbs=isch:1&&sa=X&ei=rZA7TcHFL8ih8QOky5ysCA&ved=0CDEQvwUoAQ&q=brand+ambassador&spell=18/13/2019 Empower (1)
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10- Market mix of EMPOWER
Products
EM 1 Dual SIM Card-Dual Standby Color LCD 1.3 MP Camera Support MSN / Face book MP3 Player
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FM Radio Voice Recorder Downloading
EM1i
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
EM 2 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
EM 07 Made with SWAROVSKI Zirconia
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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)
EM 900
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
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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
EM 008
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
EM 1025
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)
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EM 1095
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
EM 40i
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:
The phones that EMPOWER Mobiles are going to produce will be sold at low
prices (new phones can be expected to enter the market at around Rs5000+).
EMPOWER mobilesprices will be 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
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money for the "extra quality" they will receive with a well known brand, such as
Nokia.
Also our target is to capture youth and middle class people. According to survey
conducted people wanted a good quality product with low price and we managed
to that. Also students cannot buy very expensive phones with their pocket money,
so we kept that in mind and decided to enter in market with low price mobile.
EM1 Rs 4,699 Only
EM1i Rs 5,699 Only
EM2 Rs 6,699 Only
EM07 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:
EMPOWER MOBILE phones will be sold at all established mobile phone
dealerships although they will be also sold at other retailers and other electricalsuppliers. The mobiles will be only sold in the electrical suppliers and stores other
than dedicated phone dealerships after the introductory period so the phones can
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remain limited edition, as this will encourage younger consumers to buy them,
some of places of dealers are as follows
Lahore
Mr. Ali
Hafeez center
Phone No. : 042-38715460
Karachi
ATHER ALI
EMPOWER MOBILE CUSTOMER CARE CENTER
AGA KHAN III ROAD, 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:
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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 consumers perceptions to facilitate exchange between the
marketer and the consumer. Some of the promotional strategies used byEMPOWER MOBILE are:
Advertising on TV, Radio
Direct selling
Personal selling
Different offers
Motivating the channel(distributer margin)
Gifts, who purchases any Q-Mobile phone
12- Product profile:
Q-Mobile announced its latestQ5 Mobile Phonethat is Dual-SIM capable and
comes equipped with Full QWERTY Keypad with Track Ball Q5 phone has2.2-inch,320 x 240 pixels wide, 262K color capable QVGA displayand features a full
QWERTY keypad and trackballbased navigation. It comes with 45-MB internal
memoryand offers support for microSD slot with up to 8-GB expandable storage
capacity allowing up to 1000 entries phonebook with 1000 SMS memory.
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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
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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 thethird largest city in Pakistan afterKarachi andLahore.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
largerFaisalabad district had a population of about 5.4 million in 1998.
It is an important industrial centre west of Lahore. Thecity-district of Faisalabad is
bound on the north by the districts ofHafizabad andChiniot,on the east by
Nankana Sahib,on the south bySahiwal,andToba Tek Singh and on the west by
Jhang.It is 1,135 km (705 mi) fromKarachi,128 km (80 mi) fromLahore,350 km
(220 mi) fromIslamabad/Rawalpindi,187 km (116 mi) fromBurewala,and 70 km
(43 mi) fromJhang.
The city is at a road and railway junction, which has played an influential role inthe development of Faisalabad's trade and economy. The surrounding
countryside, irrigated by the LowerChenab River,has seen expanded production
ofcotton,wheat,vegetables,andfruits,which form 25% of Pakistan's exports.
The city is also anindustrial centre with major railway repair yards, engineering
works, andmills thatprocess sugar,flour,andoil seed.Produce includes super
phosphates,cotton andsilk textiles,hosiery,dyes,agricultural equipment, and
ghee (clarified butter). Faisalabad is also the site of the prestigiousUniversity of
Agriculture,founded in 1909.
14- Current market situation of Faisalabad:
http://en.wikipedia.org/wiki/List_of_most_populated_metropolitan_areas_in_Pakistanhttp://en.wikipedia.org/wiki/Karachihttp://en.wikipedia.org/wiki/Lahorehttp://en.wikipedia.org/wiki/Faisalabad_districthttp://en.wikipedia.org/wiki/City_District_Governmenthttp://en.wikipedia.org/wiki/Hafizabad_Districthttp://en.wikipedia.org/wiki/Chiniot_Districthttp://en.wikipedia.org/wiki/Nankana_Sahib_Districthttp://en.wikipedia.org/wiki/Sahiwal_Districthttp://en.wikipedia.org/wiki/Toba_Tek_Singh_Districthttp://en.wikipedia.org/wiki/Jhang_Districthttp://en.wikipedia.org/wiki/Karachihttp://en.wikipedia.org/wiki/Lahorehttp://en.wikipedia.org/wiki/Islamabadhttp://en.wikipedia.org/wiki/Rawalpindihttp://en.wikipedia.org/wiki/Burewalahttp://en.wikipedia.org/wiki/Jhanghttp://en.wikipedia.org/wiki/Chenab_Riverhttp://en.wikipedia.org/wiki/Cottonhttp://en.wikipedia.org/wiki/Wheathttp://en.wikipedia.org/wiki/Vegetableshttp://en.wikipedia.org/wiki/Fruitshttp://en.wikipedia.org/wiki/Industrial_parkhttp://en.wikipedia.org/wiki/Millshttp://en.wikipedia.org/wiki/Sugar#Productionhttp://en.wikipedia.org/wiki/Flourhttp://en.wikipedia.org/wiki/Oil_seedhttp://en.wikipedia.org/wiki/Phosphateshttp://en.wikipedia.org/wiki/Cottonhttp://en.wikipedia.org/wiki/Silkhttp://en.wikipedia.org/wiki/Hosieryhttp://en.wikipedia.org/wiki/Dyeshttp://en.wikipedia.org/wiki/Gheehttp://en.wikipedia.org/wiki/University_of_Agriculture,_Faisalabadhttp://en.wikipedia.org/wiki/University_of_Agriculture,_Faisalabadhttp://en.wikipedia.org/wiki/University_of_Agriculture,_Faisalabadhttp://en.wikipedia.org/wiki/University_of_Agriculture,_Faisalabadhttp://en.wikipedia.org/wiki/Gheehttp://en.wikipedia.org/wiki/Dyeshttp://en.wikipedia.org/wiki/Hosieryhttp://en.wikipedia.org/wiki/Silkhttp://en.wikipedia.org/wiki/Cottonhttp://en.wikipedia.org/wiki/Phosphateshttp://en.wikipedia.org/wiki/Oil_seedhttp://en.wikipedia.org/wiki/Flourhttp://en.wikipedia.org/wiki/Sugar#Productionhttp://en.wikipedia.org/wiki/Millshttp://en.wikipedia.org/wiki/Industrial_parkhttp://en.wikipedia.org/wiki/Fruitshttp://en.wikipedia.org/wiki/Vegetableshttp://en.wikipedia.org/wiki/Wheathttp://en.wikipedia.org/wiki/Cottonhttp://en.wikipedia.org/wiki/Chenab_Riverhttp://en.wikipedia.org/wiki/Jhanghttp://en.wikipedia.org/wiki/Burewalahttp://en.wikipedia.org/wiki/Rawalpindihttp://en.wikipedia.org/wiki/Islamabadhttp://en.wikipedia.org/wiki/Lahorehttp://en.wikipedia.org/wiki/Karachihttp://en.wikipedia.org/wiki/Jhang_Districthttp://en.wikipedia.org/wiki/Toba_Tek_Singh_Districthttp://en.wikipedia.org/wiki/Sahiwal_Districthttp://en.wikipedia.org/wiki/Nankana_Sahib_Districthttp://en.wikipedia.org/wiki/Chiniot_Districthttp://en.wikipedia.org/wiki/Hafizabad_Districthttp://en.wikipedia.org/wiki/City_District_Governmenthttp://en.wikipedia.org/wiki/Faisalabad_districthttp://en.wikipedia.org/wiki/Lahorehttp://en.wikipedia.org/wiki/Karachihttp://en.wikipedia.org/wiki/List_of_most_populated_metropolitan_areas_in_Pakistan8/13/2019 Empower (1)
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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
launched 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 Pakistan is situated like
universities areas, playground, 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 EMPOWER MOBILE are also providing good quality and
functions as well.
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15- Product competitors in Faisalabd:
Nokia
Samsung
LG
China mobiles
16- Strategies For Q-5:
Pricing:
Strategy Change price terms or conditions for particular products accordingsituation
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.
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Strategy Penetration policy
Tactics
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.
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Introduce performance related gifts scheme for sale force.
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
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
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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.
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Strong DMBS.
Maximum career opportunities for employees.
20- Marketing opportunities and issues:
Now according to EMPOWER MOBILE 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
EMPOWER MOBILE is facing competition from Nokia & China as on the
base of different brands market share
EMPOWER MOBILE 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.
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Provide frequency programs more and more.
Increase its market share.
Improve the Qwerty keypad type mobile to compete the Nokia
N series.
22- Conclusion:
Company is flourishing day by day but due to the recession in Pakistan it also
suffering. Companys 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 EMPOWER MOBILE dealers office
Batala Colony Satiana road Faisalabad.
We visit Mobile market kachiri Bazar to get information about
EMPOWER MOBILEProducts. We also meet different youth groups to get more information
about EMPOWER MOBILE particularly Q5.
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