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INTRODUCTION:

LG is renowned in Cell Phone Industry They re-launched their cell phone accessories with a brand name of Q-Mobile Under a new company name Digicom. 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 bringing and selling innovative, high end cellular technology to Pakistan.

Company Vision:
The companys vision is to develop path-breaking technologies and efficient process 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

Objective:
Develops ne quality cell phone for its customer Provide new technologies to its customer in low price Give life style oriented product to its customer

New Product Development:


Development of original products, product improvements, product modification and new brands through R&D efforts Q mobile Introduces complete new brands with new features rather than doing modification.

Product Development Process:


Idea Generation In 2008, LG suffers huge stock losses during rains. Also LG mobiles were loosing popularity among its competitors in Pakistan. To keep in to the market they planned to re-introduced themselves with a complete different brands under a new banner q mobile. Idea Screening: They come up with different product ideas but the idea they finalized was to introduce a cell phone range with all the salient features of a blackberry in affordable prices for everyone.

Concept Development & Testing:


Surveys were done in major cities of Pakistan to take the view point of and average cell phone consumer on Pakistan. Q-Mobile Import the technology form Korea it was their R&D lab efforts which done further enhancement.

Test Marketing:
Before launching the Q Mobiles they were first introduced in Karachi only to check the customers response. 50 mobiles were given to their main distributor (Gabba Communication) and they were sold all their mobiles in just 2 days.

Marketing Strategy:
Q-Mobile Target market is from lower to middle lower group who wants latest features in mobiles at affordable range. Target Market is as follows 1. Youth is a major target market 2. SMS conscious people 3. Multimedia conscious people 4. Middle class people 5. Internet surfing people.

Competitors;
As, already there are numbers of telecommunication industries in Pakistan like, Iphone, Nokia, Samsung, HTC etc so there will be huge competition in the market. As they are new in this sector they will face challenges to stand in this competition. On other side, they are famous in low cost mobile phones and they have good image in the minds of the customers, so it is easier to convince our customers to switch to their brand. Besides this there will be difficulty in attracting new customers.

Commercialization:
Q-Mobile has come up with several catchy advertisements in print and electronic media to capture the public attention. A heavy marketing campaign has also helped the company build a strong brand name. One of telecom consultant says QMobile is a success story, especially in terms of branding, Advertising is one of the main reasons behind the success of a brand. In their advertisement they always used Pakistan famous celebrities. Atif Aslam Abrar Ul Haq Iman Ali Fawad Afzal Khan Indian Actor Aditya Roy Kapoor Shan Waqar Ali Fahad Mustafa Mohib Mirza Mikal Hassan

.All these factors have helped QMobile make a name for itself as being in a league apart from the cheap Chinese copies of popular handsets currently circulating in the market. It has achieved a measure of respect as a legitimate name in the cellular phone industry. And to a degree this is true. The phones are visibly better than cheap Chinese knockoffs and perform much better too. QMobile claims to be the number two brand in the country: and industry sources say that in the absence of any accurately verifiable numbers, this may be so in terms of the volumes of units it sells.

Products:
Smart Phones Touch Screen Bar Phones Qwerty Keyboard

Price
Reasonable Price

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

Promotions:
Promotion is a key element of marketing program. Some of promotional strategies used by Q-Mobiles are: Advertising on TV, Radio Direct Selling Personal selling Different offers Motivating the channel Gifts, who purchases any Q-Mobile

Conclusion:
Company is flourishing day by day but due to the recession in Pakistan it also suffering Companys Strategy are very suitable. Company should invest more on advertising to retain its customers.

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