ASSIGNMENT

TITLE of Assignment
Creating a winning marketing mix
Submitted to:
Sir Hamid Najmi

Question NO. 1)

Submitted by:
M. Faizan Abbas MBAE-15-12

Marketing Mix Used In Q-Mobile S3

Product/Service
It has Android 5.1 (Lollipop), which attracts more customers than any other product in
affordable prices.
It has b2b connection which connects your devices without any port connecting to it.
It has 16GB built-in, 2GB RAM and micros card (supports up to 32GB)
It supports the highest 3G video quality every experienced in Pakistan.
It display size 5.0 Inches, 720 x 1280 pixels (~320 dpi)
It has high resolution camera 8 MP, LED Flash, Auto Focus, Video, 2ndry 5 MP
It has quad core processor with the suitable RAM in it to support it.
After sale it has 1 year warranty for repairing and in case of serious problem also replacement
warranty.

Place
Well, in Q-Mobiles advertisement this is not clear where they put their product. While, its easy to find this
Smartphone yet its not been mentioned that from this or that place you can have this product. But, if we talk about
product usage, it has been clear that this product is home friendly. However qmobile S3 can easily find from any
qmobile outlet or mobile distributor. Q-Mobile phones are generally sold at all established mobile phone dealership
although they are also sold at other retailers and other electrical suppliers. As this will encourage younger consumer
to buy them.

Price
It introduction price is 12500 ever lowest price in 2gb ram and 16 gb rom mobile phones.
It is the lowest cost mobile available in Pakistan (In local manufactures of smart phones as
compare to Voice Mobile).
It can easily be afford by the majority of people living in Pakistan.

Promotion
They do use all kind of marketing and promotion strategies. They play their TVCs on TV, Radio, and Billboard and
by giving away special offers. And they launch Smartphone when it is new in market so that a lot of people buy it.
Major types use by qmobile for promotion is:
Direct Selling
Advertising On T.V Radio
Personal Selling
Different Offers
Motivating The Channels
Gifts who purchase Q-Mobile

Question NO. 2)
Ambient marketing is often known as guerilla marketing, and sometimes as place-based marketing. The basic
concept behind it is to catch consumers attention in ways that it would not normally be caught, improving the
retention of the advertising message. Todays consumers have grown very accustomed to tuning out traditional
forms of advertising like newspaper and magazine ads and TV commercials. Ambient marketing could
potentially help organization business stand out from the crowd. Organization use ambient marketing due to
these reasons:
Saturation of traditional media
Increasing demand for point-of-sale communications
Allows for precise audience targeting
It is flexibility and versatility
Eye catching

 Impactful
A good example of ambient marketing was created for the famous watchmaker IWC by Jung von Matt/Alster. It
featured unique hand grips on buses near the airport in Berlin, Germany; the straps in these grips had been
modified to look like the Big Pilots Watch IWC was featuring. Industry experts differ in their opinions of this
campaigns effectiveness. On the one hand, the campaign ensured that public awareness of the watchmaker and
the specific watch increased drastically; due to the captive nature of the audience on a bus and the creative use
of interaction, people who might not normally pay attention to a watch ad were made aware of the product and
brand. Additionally, due to the fact that the straps give an idea of the way the watch would actually look on the
persons wrist, the campaign was able to begin encouraging imagined ownership.
On the other hand, some have suggested that most people riding a bus would not be in the market for a roughly
$11,000 watch; however, the positioning of the bus line near a major airport increased the odds of passengers
who could afford that type of purchase and were simply riding the bus out of convenience.
It can be easy to go overboard in the effort be unique, memorable and eye-catching. For example, a few years
ago the Lions gate film studio launched an ambient marketing campaign to promote their upcoming movie
Captivity. This campaign included posting billboards that featured revolting scenes of torture and violence in
major cities. While these billboards were certainly both noticeable and memorable, they led to widespread
outcry and condemnation of the responsible parties, particularly since the billboards traumatized many of the
children who saw them.

Question NO. 3)
Placement
Product distribution (or placement) is the process of making a product or service accessible for use or consumption
by a consumer or business user, using direct means, or using indirect means with intermediaries.

Distribution Types
Intensive distribution means the producer's products are stocked in the majority of outlets. This strategy is
common for basic supplies, snack foods, magazines and soft drink beverages.
Selective distribution means that the producer relies on a few intermediaries to carry their product. This strategy is
commonly observed for more specialized goods that are carried through specialist dealers, for example, brands of
craft tools, or large appliances.
Exclusive distribution means that the producer selects only very few intermediaries. Exclusive distribution is often
characterized by exclusive dealing where the re-seller carries only that producer's products to the exclusion of all
others. This strategy is typical of luxury goods retailers such as Gucci.
The decision regarding how to distribute a product has, as its foundation, basic economic concepts, such as utility.
Utility represents the advantage or fulfillment a customer receives from consuming a good or service.
Understanding the utility a consumer expects to receive from a product being offered can lead marketers to the
correct distribution strategy. Roughly one fifth of the cost of a product is spent getting it to consumers. Of course,
the actual figure varies widely from product to product but generally distribution is a very important element in the
marketing mix. Different organizations use different approaches to reaching their customers. For example,
McDonald's uses a franchising system enabling it to operate in a wide variety of geographical locations, and
distributes through Independent Business Owners worldwide.

Question NO. 4)
The Role of Product Positioning in Consumer Buying Decision Process Segmenting, Targeting, and
Positioning (STP) is the process which marketers employ to select target markets. Segmentation is
the process of ordering consumers into groups with similar product interests or needs. Targeting
involves a company determining which market segments it believes it can satisfy, and then choosing
an appropriate targeting strategy for the segments. Positioning is how consumers perceive a brand or
product, particularly in relation to other brands and products.
The relation between target segments and product positioning is dependent on the age of the
company. For a new company, they have the opportunity to decide what perceptions that want the
public to have about the company as they are yet to have a position. Therefore they can choose the
target market, and then decide on brand positioning. For a company that has existed for some time,
they already have a present brand position. Brand positioning often takes time to build, and much
time to change. For this reason, established companies are likely to choose target markets that are
ideal for its brand positioning.
Positioning is a crucial element for any company as this is how the general public views a brand or
product. The public perception of the brand or product is likely to be a determining factor as to
whether they buy it or not. Brand positioning is delivered to the market through a marketing mix,
which consists of: product strategy, pricing strategy, promotion strategy, and distribution strategy.
Positioning: A battle for your mind, demonstrates the effects of positioning on the consumer. Often,
the leading company is the one who released the product first. Consumers easily remember the first
company to produce a product over others who enter the market late. Xerox produced the first paper
copying machine in the US in 1959, and still holds the leading market share for photo copying
machines. Xerox was so well known that the word Xerox became a verb to replace photo copy. This
kind of positioning is invaluable as everyone knows the product considerably better than the
competition. Obviously, brand position is much more than just being the first in the market, but being
first does help. Many other factors such as continuous quality, style, word of mouth, and improved
advertisement will all help product positioning.
The Consumer buying decision process is characterized by five stages:
1. Problem recognition
2. Information search
3. Evaluating of alternatives
4. Purchase
5. Post-purchase evaluation
Product positioning influences the evaluation of alternatives and purchasing stages. The nature of
product positioning is to distinguish one brands product from the others, so we may assume that
product positioning only influences choice between similar products. Therefore product positioning
is not a factor in the information search. Product positioning has an effect on the buyers evaluation
of alternatives and purchasing. It is these two stages where the consumer compares the products
offered by different brands, and possibly chooses one. As the consumer compares products, product
positioning will help the consumer determine the differences between the products, and help them
select the product which best meets their evaluation criteria.
When a consumer wants to purchase a product, they perform a level of problem solving to determine
which product and brand to purchase. A large factor in the problem solving is the consumers level of
involvement with the product. The level of involvement depends on the consumers interest in the

product, the cost of the product, how visible the product is to others, and the importance of the
product. Level of involvement therefore affects the decision making process of the consumer, which
is tern should affect brand positioning.
Companies need to know what the consumer involvement levels are for their products so they
understand what problem solving techniques the consumer may be using. There are three main types
of problem solving techniques used: reutilized response behavior, limited problem solving, and
extended problem solving. The extended problem solving occurs for high consumer involvement
products, where consumers spend more time contemplating their decision. For these products, a
product with strong positioning and reputation is likely to stand out over others. Reutilized response
behavior and limited problem solving is used for products with less consumer involvement, where
price and availability may be more determining factors then the brand reputation. Understanding how
the consumer purchases a product, a company can develop an appropriate level of brand positioning
through a marketing mix.
Product involvement levels have also been connected with how much the consumer believes a
products claims. Barbara Muellers research indicates that consumers are more likely to believe the
claims of high involvement products, and less likely to believe those of low involvement products.
This illustrates that high product involvement goods should use advertisement in their marketing
mix, as low involvement goods should concentrate around pricing and distribution.
Further research has been performed on the relation of product involvement and brand loyalty. The
research illustrated in the product involvement/Brand loyalty link: an empirical examination shows
that consumers that are more invested in a particular product are more likely to be brand loyal. If this
theory is true, then this would affect the way a company would position itself, and the way it would
go about doing this. A company with high involvement may target a smaller segmentation in an
attempt to be more unique and personal to appeal for brand loyalty.