Evaluation Of Media Planning Of Q Mobiles

PRESENTED BY: HINA ZAFAR - 34 SHAFQAT ALI - 53 MIR ABBAS - 38

Table Of Contents

Rationale of research Overview of company background Media planning Statement of hypothesis Literature review Research method Results and findings Refrences

Abstracts

Despite of the other facts and assumptions Media Planning is only the main reason of its success.

Assumptions: Personal tilts Personal experiences Brand consciousness Ignorant while filling questioner

Rationale of Research Success of Q mobile in Pakistan as compare to

other mobile phone companies is based upon its Media Planning strategies.

It’s a first Pakistani owned mobile phone which is engaged in heavy advertising from its beginning to present continuously.

However it called itself a mobile phone company but it do not manufacture even its single device in Pakistan.

Q mobile (Background) It was established in 2009 in Karachi by Mian Pervaiz

Akhtar .

Its CEO is Mian Zeeshan Akhter ,The youngest entrepreneur of Pakistan.

It present the range of cheap cell phone to the QWERTY Input including touch screen and many other features like android system and Wi-Fi.

For the year ended June 30, 2012, its revenues stood at Rs761 million – up by a staggering 85.8% over the previous year.

Media Planning

“ Process of delivering the right message to the right people at the right time at the right place at the right price.”

Media planning strategy of Q mobile

Endorsement Media buying Favorable timings expenditures

Statement of Hypothesis

Media planning is the Backbone of

Q Mobiles apparent success.

Literature Review

According to the previous researches the reasons behind the success of QMobiles are:

Affordability Its quality in comparison with others Features Target market Heavy advertising Celebrity endorsement

Research method

In order to find out the results we have used the qualitative research method for our research as follow:

Interviews Observations Focus group

Observation

TVC ads Comparison with

other brands Positioning

Focused group

Made discussions on the base of

Durability Warranty Features Price Include group of

students,teachers,enterpreneur,professionals

Some extractions from the discussion Variations are 60:40They really need to improve

their quality. Bought a high-end android phone last week and the phone fails to read the memory card. Now I regret saving money

I recently got a Noir phone, and I was pleasantly surprised by the quality.

Qmobile phones are actually very good for value of money. I have Qmobile Noir A9 and I am in love with it.

Results and findings After passing through the different stages of

research we got some clear justifications for our hypothesis as follow:

Quality base results Price base results Sponsorships Time management Celebrity endorsement Buying of best timings Common behaviors of people Class target

references

The Tribune (Express new York times) ILM.com Social media (face book survey) Online reviews Company own website Mr. Saleem Bukhari Mr.Rauf Sheikh