QMOBILE

CASE STUDY

OVERVIEW

On 21st January, 2012, the CEO of Q Mobile, Zeeshan Akhtar in a

meeting with his brand team said, My dream is to see Qmobile
become Pakistan's most used and appreciated handset brand in
every major consumer segment.

While reviewing the regional sales figures of Qmobile phones in

Pakistan, Zeeshan identified the major sales were from rural areas.

The biggest challenge for Qmobile was to capture, or create space

for itself, in the highly saturated smart phones market where
consumers are extremely price sensitive.

Operating in a highly competitive market with international players

such as Nokia, Samsung, Apple and HTC; Qmobile aims to break
the clutter and grasp a leading position in smart phone market.

OVERVIEW

The agenda of the meeting was to discuss launch of Qmobile Noir

series that will be catering to the upper classes.

"We intend to target the SEC A and B with our new product category,
Noir series. This will be a changing moment for the company in terms
of acquiring recognition, customer trust and higher growth margins.
The future belongs to smart handheld devices," says Zeeshan.

The main dilemma lies in devising the marketing strategy which

would uplift the brand image from cheap phones to high end
technology phones directly competing with Samsung Android
phones. The marketing campaign along with the sharp price
cuts will change Qmobile's image for the better," says Mr.
Zeeshan Qureshi- Head of Marketing.

Cellular Phone Industry

Overview

In 2005 the telecom of Pakistan was awarded the status of

Industry, and in 2008 Pakistan was the third fastest growing
cellphone industry in the world.

Pakistan is a very highly lucrative cellphone industry.

Pakistani cellphone buyers are price conscious and sensitive. On

the other hand the market is aspired by the developed world and
wants to follow the technological trends. The share of smart
phones has been increasing over the past years and customers
now want cell phones with camera, wifi and Bluetooth. Zeeshan
said that,

Cellular Phone Industry

Overview

The major customers in the market buy phones ranging from

PKR 2000 to PKR 8000, but cannot get smart phone in this
range. Our research showed us that majority of the companies
operating in the Pakistan Cellular Phone industry were/are
importing their phones from various countries, mostly from
Dubai, UAE. In 2012 around PKR 15.77 Billion worth of cellphones
were imported into Pakistan which was to be sold in the local
market. These companies did not operate directly in the market
but have appointed dealers and whole sellers for their phones.

CONTENT

VISION & MISSION

INTRODUCTION

MARTKET PRODUCT FOCUS

MARKET MIX

PEST ANALYSIS

SWOT ANALYSIS

RECOMMENDATION

VISION

The

companys is to develop the path

breaking technologies and efficient
processes that incubate newer market,
enliven customers aspirations and continue
to make Q-Mobile a trusted market leader
amongst people.

MISSION
Become
Keep
Do

No 1

It Simple

what You Say

Take
Keep
Stay

The Leap Of Faith

On Checking
True To Your Values

LG is renowned in cell phone industry.

They re-launched their cell phone in Pakistan

with new brand name of QMobiles under new
company.

OBJECTIV
E

POINT OF
DIFFERENTIATIO
N

TARGET
MARKET

CHALLENGE
S

OBJECTIVE

Q-Mobile Develops New Quality Cell Phones For Its Consumer

Q-Mobile Provides a
New Technology In
Low Prices.

Q-Mobile Gives Life Style

Oriented Products

TARGET MARKET

Youth

SMS Conscious People

Multimedia Conscious people

Middle Class People

Internet Surfing People

TARGET MARKET

POINT OF DIFFERENCIATION

Quality

Software

Battery Timing

Resale value

User Friendly

Java Supported

Multimedia Supported

CHALLENGES

No Of Cell Phones Like Nokia, Samsung, China Mobile etc.

There Will Be Huge Competition In The Market.

Already Low Cost Mobiles Are Available In The Market

PRODUCT

Qmobile Noir A100

- Android OS 2.2 Frozen Yogurt
- Built-in camera
- No 3G (UMTS)
- GPRS
- Touchscreen

Qmobile A5
- Android 2.3 (Gingerbread)
- Built-in camera
- No 3G (UMTS)
- GPRS
- Touchscreen

Qmobile A2
- Android 2.3 (Gingerbread)
- Built-in camera
- No 3G (UMTS)
- GPRS
- Touchscreen

PRICE
Q-Mobile Produce are usually sold at low price
Q-mobile are usually competitor based they try to keep their prices a
bit lower then those of the closest competition
Price details are Given:

Q-Mobile
Q-Mobile
Q-Mobile
Q-Mobile
Q-Mobile
Q-Mobile

Noir A34
Rs:7,999/E950
Rs:3,999/E787
Rs:2,499/Noir A100
Rs:7,999/A2
Rs:6,599/A5
Rs:10,500/-

SWOT ANALYSIS

STRENGTHS

Long Time Battery

Brand Availability

Wide Model Range

WEAKNESSES

Technical Weakness

Extra emphasis on cost saving

Low brand equity

Opportunities

Increasing potential Market size

Apparent stable economic policies

THREATS

Local Competitors ( RIVO, G FIVE)

Price War
Uncertainty in the Economic Condition in Pakistan

Conclusion

Higher
Budgets
for
Marketing

Extensive
Distributio
n

Serving
Various
Segments