Qmobile Pakistan - Case Study
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Transcript of Qmobile Pakistan - Case Study
QMOBILECASE 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 company’s 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 No 1Keep It SimpleDo what You SayTake The Leap Of FaithKeep On CheckingStay 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.
CHALLENGES
TARGET MARKET
OBJECTIVE
POINT OF DIFFERENTIATION
OBJECTIVE
Q-Mobile Develops New Quality Cell Phones For Its Consumer
Q-Mobile Gives Life Style Oriented Products
Q-Mobile Provides a New Technology In Low Prices.
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
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
PRODUCT
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 Noir A34 Rs:7,999/- Q-Mobile E950 Rs:3,999/- Q-Mobile E787 Rs:2,499/- Q-Mobile Noir A100 Rs:7,999/- Q-Mobile A2 Rs:6,599/- Q-Mobile 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 Distribution
Serving Various Segments