Green Spark

PRESENTED To:

Sir Hasnain Bashir

PREPARED By:
Muhammad Bilal MBA-FA10-021

Faiz Rasool MBA-FA10-005

Salman MBA-FA09-017

Hamayo MBA-FA09-041

Muhammad Abdullah MBA-FA10-006

 ACKNOWLEDGMENT

My first and foremost humble and gratitude to the ALLAH

almighty for giving me the valor to remain dedicated to
make this Project.
Apart from it I take the opportunity to acknowledge the real
efforts of:
First, we would like to thanks SIR HASNAIN BASHIR for
his valuable support and encouragement which he has
offered. His words of wisdom will always be remembered,
and we are convinced that the knowledge of marketing that
he has imported would go a long way and helping us all
through our professional career.
Secondly to our senior who have provided us with valuable
information which helped us a lot in completion of this
project.

Marketing Plan
Table of Contents

Executive Summary………………………………………………………….……..6

1 - Company vision & Mission………………………….………………………..…7

2 - Company Overview…………………………………………………………….…8

3 -Challenges…………………………………………………………………………..9

4 - Situational Analysis………………………………………………………………10

4.1 Industry

4.2 Competition

4.3 Current market situation

4.4 Customer Analysis

5 - Enviromentional Analysis…………………………………………………….…12

5.1 Political Analysis

5.2 Economical Factors

5.3 Social Factors

6 - Market Product Focus……………………………………………………………14

6.1 Product Objective

6.2 Target Market

6.3 Point of Difference

7 - Number of companies in Industry……………………………………………..15

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8 - Marketing Strategy………………………………………………………………16

8.1 Geographic

8.2 Demographic

8.3 Psychographics

8.4 Behavioral

8.5 Competition

9 - Swot Analysis………………………………………………………………...…..17

10 - Market Mix of Q-Mobiles…………………………………………….….…….19

11 - Company’s new product in Future……………………………………..…..25

12 - Marketing plan………………………………………………………….…....…27

12.1 Introduction

13- Current Market Situation of Faisalabad………………………….….……...28

13.1 Target Market

13.2 Competition

13.3 Customer Needs

15 - Product Competitions In Faisalabad……………………………………….29

16 - Strategies for Q-5 in Faisalabad…………………………………………….29

16.1 Pricing

16.2 Place

16.3 Promotion

17 - Review & Control………………………………………………………………31

18- Contingency plans………………………………………………………..…….32

17.1 Solution

19- Observations…………………………………………………………………….32

20 - Market Opportunities………………………………………………………….32

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21 – Recommendations…………………………………………………………….33

22 – Conclusions…………………………………………………………………….34

23 – Appendixes……………………………………………………………………..34

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Marketing Plan
1- Company Vision
The company’s vision is to develop path-breaking technologies and efficient
processes 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

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2- Company Overview
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 brining and selling
innovative, high-end cellular technology to Pakistan.
With a futuristic vision and an exhaustive R&D at its helm, Q-Mobile has
successfully generated innovative technologies that have and will continue to
revolutionize the telecom consumer space.
From low-cost feature packed handsets to the bringing in the QWERTY Era, and
from Social Networking & high-end Music phones to the feature-based business
phones; Q-Mobile is on a mission to successfully overcome the technological
barriers and constantly engender “complete mobile lifestyle solutions”.
With a 360 degree advertising and marketing strategy sketched out, the company
has an optimistic outlook for the telecom consumer space. Currently present
across the country, the company plans to have an aggressive market incursion to
reach out to its customers throughout Pakistan; every village, every city.
Innovation, Cost-Effective, Credible and an Insightful R&D, have now become
synonymous to Q-Mobile in the telecom market.
Soon Q-Mobile will become a brand which people across the social strata will
relate and look up to for realizing their individual device preferences and other
out-of-the-box solutions.

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3-Challenges

As, already there are number of telecommunication cell phones like Nokia,
LG, Samsung, China mobiles etc, so there will be huge competition in the market.
As our services are new in this sector we will face some challenges to stand in this
huge competition. On the other side as we are famous in low cost mobile phones
and we have good image in the minds of the customers, so it is easier to
convinces our customers to switch to our brand. Besides this there will be
difficulty in attracting new customers.

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4- Situational Analysis:

4.1Industry Analysis
Pakistan has huge telecommunication market potentials. By the end of 2008, the
number of Q-Mobiles users reached 1, 30,000 rising by 24.52% every year
approximately. By the end of June, 2010, the number of Q-Mobile users was
nearly 2, 00,000.

Q-Mobile cell phone market has international brands such as Nokia, Motorola as
well as china mobiles. Q-Mobile mainly has four standards (GSM, Wi-Fi,
Application and Multimedia) and about 85% are Multimedia users. Multimedia is
the main thing on which Q-Mobile are focused. From the 2008 Q-Mobiles
introduce 17 mobiles in the market, among which they all have multimedia and
they comparisaly in low price which is in the range of all the people of Pakistan

4.2 Competitors Analysis

The recently launched E900i Soap by Q-Mobiles is an extremely stylish touch

screen mobile phone with GPRS (General Packet Radio Service) and java
application support. You have the benefit of being connected to the network
round the clock and are billed for the amount of data transferred, and not for the
time online According recent market research which we have done in Faisalabad
views of people about Q-Mobiles is good as compared to the Nokia and china
Mobiles-Mobiles are give tough time to china and also Nokia mobiles because
Nokia mobiles with technologies are expensive which is out of range of mostly people
of Pakistan and if we talk about china mobiles they have serious problems in their
technologies. So those people who buy Nokia or china are now preferred Q-

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Mobiles.the big advantage which Q-Mobile have gain more appreciation is his re-
Sale value which dramatically good against Nokia and china mobiles

4.3Current market Situation

The current market situation in this sector is full of competition.

Different players are providing different kinds of plans and services to attract
more and more customers. Every day each player is providing new technologies
features to attract others companies customer. The major leader in today’s
context is
Nokia, China Mobiles and others

4.4Customer analysis

Q-Mobiles are targeting all segments of the people, especially low income
persons by providing them all kinds of services according to their need or wants.
For example, we are providing different plans for different customers according to
their usage and needs. Today customers’ wants multimedia features and also we
have separate plans for students who also interested in those features which are
in expensive mobiles. Company will receive 12% revenue of total sales from
existing customers.5% new customer will be created within 1 ½ years. To retain
the existing customers company will use following tactics

 Improving contract with new and old customer

 Using frequency programs
 Will concert profiteer customers will more pollinate Company considered
that “customer is always the king of the market” and more sensitive to
quality and prices at a time

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5- Environmental Analysis:

5.1Political Factors
Political factors include government regulations and legal issues and define both
formal and informal rules under which the firm must operate. Some examples
include:

 tax policy

 employment laws

 environmental regulations

 trade restrictions

 political stability

All these factors should be kept in mind while the functioning of the
organization takes place. For the success of any organization political
relations should be good so that it in favor of the development of the
economy.

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5.2Economic Factors

Economic factors affect the purchasing power of potential customers and the
firm's cost of capital. The following are examples of factors in the macro
economy:
 economic growth
 exchange rates
 inflation rate
The present condition of the economy should be kept in the mind of the
Organization, and should contribute towards the development of the economy

5.3Social Factors
Social factors include the demographic and cultural aspects of the external macro
environment. These factors affect customer needs and the size of potential
markets.
Some social factors include:

 population growth rate

 age distribution
 career attitudes
 emphasis on safety

If Q-Mobiles want to have a huge market share then they have to learn the
condition of the society. They have to learn the demography of the Pakistan
society. They should know the needs of the society and should provide good
quality services.

5.4Technological Factors
Technological factors can lower barriers to entry, reduce minimum efficient
production levels, and influence outsourcing decisions.

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6- Market Product Focus:

6.1Product Objective
Customer satisfaction is the main part of Q-Mobiles after selling the follow up is
also very important for Q-Mobiles because every organization should always
know what is happening within their designated market, if it is changing,
saturation, technological advances, slowing down or rapidly growing, being up to
date on this is essential for companies to survive.

6.2Target market:

The target market of Q-Mobile is as follows:

 Youth
 Sms conscious people
 Multimedia conscious people
 Middle class people
 Internet surfing people

6.3Point of difference:

Point which separate Q-Mobiles with other are as follows:

 Quality
 Software
 Battery timing
 Resale value
 User friendly
 Java supported
 Multimedia supported

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7- Numbers of Companies in the Industry

There are number of companies with only six top companies in the cell phone
industry that controls the market. Even though there are emerging new
companies into the market, they are relatively small. The six top companies are
rank as follow as the largest to the smallest cell phone company:

1. Nokia
2. Q-Mobiles
3. Samsung
4. LG
5. Chine
6. Other

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8- Marketing strategy:

8.1 Geographic:
World region – Asia
Country – Pakistan
Cities – Reach out maximum places

8.2 Demographic:
Age – All age group
Gender – Male, Female
Income – All income groups
Occupation – Every sector
Religion – Irrespective of religion

8.3 Psychographic:
Social class – Middle class of people
Lifestyles – Urban, rural, and even far villages

8.4 Behavioral:
Benefits – Quality
Loyalty status – Strong

8.5 Competition:
Today two brand are directly competing Q-Mobile
Nokia
China

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9- SWOT Analysis:
STRENGHTS
 User friendly
 Long time battery
 Second position in market
 Brand availability
 Well-known brand
 Extra accessories
 Wi-Fi
 Wide model range
 Touch screen

Weakness
 Technical weakness
 Small users
 No information in rural areas
 No awareness
 Physiological matters

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Opportunities:
 Chance to lead the market
 Smart phone(Symbian & android)

THREATS:

 Local competitors
 Price war
 High end consumer (Htc ,Apple ,Motorola)
 Uncertainty in the economic condition of Pakistan
 Due to intense competition
 Strong competitor

Brand Ambassador:

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10- Market mix of Q-mobile:

Products

 Q3
 Dual SIM Card-Dual Standby
 Color LCD
 1.3 MP Camera
 Support MSN / Face book
 MP3 Player
 FM Radio
 Voice Recorder
 Downloading

 Q3i
 Dual SIM Card-Dual Standby
 2.0" TFT Screen
 1.3 Mega Pixel Camera / Voice Recorder
 MP3 Player / MP4 Player
 MSN / Face book / Email / Yahoo
 FM Radio / FM Recording
 Bluetooth / GPRS / WAP / MMS
 External Memory (Support Up to 4GB)
 Downloading

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  Q5
 Dual SIM Card-Dual Standby
 2.2" TFT Screen
 Camera 2.0 Mega Pixel / Voice Recorder
 MSN / Face book / Email / Yahoo
 Trackball
 MP3 Player / MP4 Player
 FM Radio / FM Recording
 GPRS-EDGE
 Stereo Speaker
 Bluetooth / GPRS / WAP / MMS
 External Memory (Support Up to 8GB)
 Downloading

 Q 55
 Made with SWAROVSKI Zirconia
 Dual SIM Card-Dual Standby
 2.4" QVGA LCD (240 x 320 Resolution)
 Full QWERTY keypad
 Camera 2.0 Mega Pixel
 Face book / MSN / Yahoo Messenger
 Twitter / Google Search
 Voice Recorder / Memo
 JAVA / Games / Schedule
 Private Info Protection /
 Audio Player (MP3, MIDI, WAV)
 Video Player (AVI, 3GP, MP4)
 3.5mm Audio Jack
 USB 2.0 / PC Sync
 Music Player Powered by Yamaha
 Background Music Playback
 Stereo Speaker
 Stereo MP3 Earphone (3.5mm PIN)
 Bluetooth / EDGE / GPRS / WAP 2.0
 Phonebook Memory 1000
 SMS Memory 1000 (Excluding both SIM cards)
 Internal Memory 20MB
 External Memory (Support Up to 16 GB)
 Downloading / MP3 Ringtones / Wallpapers
 Standby Time (up to 10 Days)
 Talk Time (up to 5hrs)

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  E 900

 Dual SIM Card-Dual Standby

 2.8" QVGA LCD (240 x 320 Resolution)
 Resistive Touch Screen
 Camera 3.0 Mega Pixel
 Face book / Yahoo Messenger / Skype
 Twitter / Mini Opera / Google Map
 Voice Recorder / Memo Pad / Calculator
 JAVA / Games / Schedule / Alarm
 Private Info Protection / Auto on & off
 Audio Player (MP3, MIDI, WAV)
 Video Player (AVI, 3GP, MP4)
 3.5mm Audio Jack
 USB 2.0 / PC Sync
 Music Player Powered by Yamaha
 Stereo Speaker
 Stereo MP3 Earphone (3.5mm PIN)
 FM Radio / FM Recording
 Bluetooth / EDGE / GPRS / WAP 2.0 / MMS
 Phonebook Memory 1000
 SMS Memory 1000
 External Memory (Support Up to 8 GB)
 Downloading / MP3 Ringtones / Wallpapers

 E 100
 Dual SIM Card-Dual Standby
 2.0" TFT Screen
 Color LCD
 MP3 / MP4 Player
 FM Radio / FM Recording
 Hifi Speakers
 Bluetooth / GPRS / WAP / MMS
 External Memory (Support Up to 2GB)
 Downloading

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  E 125
 Dual SIM Card-Dual Standby
 1.8" TFT Screen
 Color LCD
 MP3 Player
 FM Radio / FM Recording
 Powerful Torch Light
 Voice Recorder
 External Memory (Support Up to 2GB)

 E195
 Dual SIM Card-Dual Standby
 1.8" TFT Screen
 Smart Camera / Voice Recorder
 Bluetooth / WAP / MMS / GPRS
 MP3 Player
 FM Radio / FM Recording
 External Memory (Support Up to 4GB)
 Downloading

 E 400i
 Dual SIM Card-Dual Standby
 Slim & Full Multimedia Phone
 Big Screen ( Wide View )
 Full Metallic Body
 Camera / Camcorder
 Bluetooth
 MP3 / MP4 Player
 FM Radio / FM Recording
 Voice Recorder
 Call Blocking System
 GPRS / WAP / MMS
 External Memory (Support Up to 4 GB)
 Downloading / MP3 Ringtones / Wallpapers

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Price:

The phones that Q-Mobiles produce are usually sold at low prices
(new phones can be expected to enter the market at around Rs5000+).Q-mobile’s
prices are usually competitor based, in such a way as, they try to keep their prices
a bit lower then those of the closest competitors, but not as low as the "smallest"
competition as consumers do not mind paying the extra money for the "extra
quality"
they will receive with a well known brand, such as Nokia.

 Q3 Rs 4,699 Only
 Q4 Rs 5,699 Only
 Q5 Rs 6,699 Only
 Q 55 Rs 10,230 Only
 E 900 Rs 6,999 Only
 E 125 Rs 2,599 Only
 E 195 Rs 3,299 Only
 E 400i Rs 4,299 Only

Place:

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

dealerships although they are also sold at other retailers and other electrical
suppliers. The product are only sold in the electrical suppliers and stores other
then dedicated phone dealerships after the introductory period so the phones can

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remain limited edition, as this will encourage younger consumers to buy them,
some of places of dealers are as follows

 Faisalabad
Mr. Ali
679-B, BATALA COLONI GORI PLAZA
SATIANA ROAD, FAISALABAD
Phone No. : 041-8715460
 Karachi
ATHER ALI
QMOBILE CUSTOMER CARE CENTER
AGA KHAN III ROAD, NEXT TO GIMINI MOBILE MKT,1ST FLOOR

KARACHI
Phone No. : 021-32711092-4
 Hyderabad
Mr. Fateh
BUNGALOW NO. 638 - B,
HYDERABAD
Phone No. : 022-3817944
 Peshawar
MR. RAFEEQ AHMAD
NBP BUILDING OPP. GUL HAJI PLAZA
UNIVERSITY ROAD.
PESHAWAR.
Phone No. : 091-5854524

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Promotions:

Promotion is a key element of marketing program and is concerned with

effectively and efficiently communicating the decisions of marketing strategy. It
influences the target consumer’s perceptions to facilitate exchange between the
marketer and the consumer. Some of the promotional strategies used by Q-
Mobiles are:

 Advertising on TV, Radio

 Direct selling
 Personal selling
 Different offers
 Motivating the channel(distributer margin)
 Gifts, who purchases any Q-Mobile phone

11- Coming new:

According to Q-Mobiles dealers in Faisalabad they are planning new mobiles like
Symbian based and android mobile based mobiles known as smart phones to
attract the upper class of Pakistan

12- Product profile:

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 Q-Mobile announced its latest Q5 Mobile Phone that is Dual-SIM capable and
comes equipped with Full QWERTY Keypad with Track Ball Q5 phone has 2.2-inch,
320 x 240 pixels wide, 262K color capable QVGA display and features a full
QWERTY keypad and trackball based navigation. It comes with 45-MB internal
memory and offers support for microSD slot with up to 8-GB expandable storage
capacity allowing up to 1000 entries phonebook with 1000 SMS memory.

This mobile is specially design for youth, who are interested in face book, msn,
yahoo, e-mail, e-buddy and opera browsers etc.

Its Qwerty keypad is specially design for sms conscious people who mostly time
need text massaging instead of phone call because one factor is low price of
massaging pack gages offered by the telecommunication companies offered

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13- Marketing plan:

Introduction

The population of Faisalabad on January 1st 2010 is approximately 2,513,975.

(Extrapolated from a population of 5,080,878 in 2007 and a population of
2,880,675 on June 8th 2010.)

Faisalabad is the third largest city in Pakistan after Karachi and Lahore. Before the
foundation of the city in 1880, the area was very thinly populated. The population
has risen from 9,171 in 1901 to 979,000 in 1951 and to 2,009,000 in 1998. The
larger Faisalabad district had a population of about 5.4 million in 1998.

It is an important industrial centre west of Lahore. The city-district of Faisalabad is

bound on the north by the districts of Hafizabad and Chiniot, on the east by
Nankana Sahib, on the south by Sahiwal, and Toba Tek Singh and on the west by
Jhang. It is 1,135 km (705 mi) from Karachi, 128 km (80 mi) from Lahore, 350 km
(220 mi) from Islamabad/Rawalpindi, 187 km (116 mi) from Burewala, and 70 km
(43 mi) from Jhang.

The city is at a road and railway junction, which has played an influential role in
the development of Faisalabad's trade and economy. The surrounding
countryside, irrigated by the Lower Chenab River, has seen expanded production
of cotton, wheat, vegetables, and fruits, which form 25% of Pakistan's exports.
The city is also an industrial centre with major railway repair yards, engineering
works, and mills that process sugar, flour, and oil seed. Produce includes super
phosphates, cotton and silk textiles, hosiery, dyes, agricultural equipment, and
ghee (clarified butter). Faisalabad is also the site of the prestigious University of
Agriculture, founded in 1909.

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14- Current market situation of Faisalabad:

14.1Target market:

Target market of this product Q-5 is specially youth due its Full QWERTY Keypad.
and those other features like face book, yahoo, msn etc.

14.2 Competition:

Regarding Q-5 its competitors are Nokia mobile C3 which they have recently
lunched into the market of Pakistan and also other QWERTY keypad mobiles like
Samsung chat 335.

14.3 Customer need:

Company must focus on those areas where youth of the Faisalabad is situated like
universities areas, play ground, shopping areas etc.

On these kind of place company can interact directly with the student and talk
about their needs regarding cell phones. and at the spot and provide solution
because as we know about the need of youth of the world is qwerty keypad and
same would be youth of Pakistan. The problem is the brand which they preferred
mostly and Nokia have already good reputation due to its function so we have tell
the customer that Q-Mobiles are also providing good quality and functions as
well.

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15- Product competitors in Faisalabd:

 Nokia
 Samsung
 LG
 China mobiles

16- Strategies For Q-5:

Pricing:
Strategy Change price terms or conditions for particular products according
situation

Tactics

 Product price low and obtain maximum profit on spare parts.

 Set price at 10% below market leader.
 Reduce price of product to maximize sales (to allow increased
production and reduce unit production cost).
Strategy Skimming policy

Tactics

 Set price of new product at level 30% about previous products.

 Sell on new revolutionary design features and benefits.
 Be prepared to reduce price as volume if competitors enter into the
market.

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Strategy Penetration policy

Tactics

 Set low price for new product to discourage competitors from

entering market.
 Increase turnover to level where product become profitable at this
price level.
Strategy Discount policy

Place:

Strategy change channels

Tactics

 Set own distribution direct to stores

 Change distribution for area
 Increase number of warehouses for product.
Strategy improve services

Tactics

 Set up national service network.

Promotion

Strategy change selling/sale force organization

Tactics

 Strengthen sales force organization.

 Introduce performance related gifts scheme for sale force.

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  Recruit additional professional sales personnel.
 Increase sales effort to increase sale to major customers.
 Increase sales efforts for most profitable products.
Strategy Change advertising/ sale promotion

Tactics

 Start new advertising campaign.

 Increase company image advertisement.
 Increase advertising for the product in specific market.
17- Review and control:

Company will have simple friendly decision weekly monthly quarterly and annual
reports focusingon

 Revenues and unit sales

 Expenses
 Customer feedback
 Stock
 Market share
 Discounts
 Advertising budget
 Employee recruitment and termination

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18- Contingency plan:
Company is much afraid of current economic condition of Pakistan as the
company is willing to increase its market share and sales in Pakistan.

Solution:

 Company should contact the head office for the strategic support to
achieve its goal.
 Company should make huge expense on advertising to retain and
create new customer.
 Company should held maximum shows and meeting for the
promotions and products of the company.
 Company should cut the allowances and should accommodate for
the important designations.
19- Observations:
 Communication skills are strong.
 More concentration on marketing concept.
 Cooperative employees.
 Strong management.
 Attractive packages.
 Positive attitudes towards outsiders.
 Strong DMBS.
 Maximum career opportunities for employees.

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20- Marketing opportunities and issues:

Now according to Q-Mobiles they are 2nd one in the mobiles

industry and the want to reach at no one position in the next 2-3 years. We see
growth across our entire portfolio. It creates new categories that are a source of
sales and profit growth in the future. It brings consumers into their stores to try
new products, and it brings consumers back to their stores, where they can get
products they trust.

Issues:

 For Sales growth they need highly intensive distribution and strong
promotions

 Q-Mobiles is facing competition from Nokia & China as on the base of

different brands market share

 Q-Mobiles has to maintain its difference from other brands as creating

unique values that others are not giving with core product.

21- Recommendations:
 Improve the software quality
 Use cut price strategy to retain the customers.
 Provide frequency programs more and more.
 Increase its market share.
 Improve the Qwerty keypad type mobile to compete the Nokia
N series.

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22- Conclusion:
Company is flourishing day by day but due to the recession in Pakistan it also
suffering. Company‘s strategies are very suitable. Company should invest more on
advertising to retain its customer. Company should pay more attention to its
issues and should review.

23- Appendixes:

 For information we went to Q-Mobiles dealers’ office Batala

Colony Satiana road Faisalabad.
 We visit Mobile market kachiri Bazar to get information about Q-
MobilesProducts.
 We also meet different youth groups to get more information
about Q-Mobiles particularly Q5.

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