Q MOBILE PROJECT
BBA 8 eve
PRESENTED To:
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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 Abdul Manan 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.
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TABLE OF CONTENTS
OVERVIEW OF COMPANY
COMPANY VISION
CHALLENGES
Target Market
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. Pest
11
SWOT ANALYSIS:
13
15
ANALYSIS
16
SITUATIONAL ANALYSIS
24
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In 1983, Motorola released its first commercial mobile phone, known as the
Motorola Dyna TAC 8000X. The handset offered 30 minutes of talk-time, six hours
standby, and could store 30 phone numbers. It also cost 2639 ($3995).
In the very early days of the mobile space handsets werent designed with
consumers in mind. Youd need a couple of thousand pounds to get hold of one,
and even then performance wasnt great. Back then, mobile phones were
designed with the likes of Gordon Gecko in mind, businessmen-types that drove
big Jags and flew Concord. Not your average Joe. Even at the start of the 1990s
this was still the case despite Nokia and NEC entering the fray. Nokias first
'handheld' mobile phone, the Mobira City man 900, launched in 1989 and
weighed just 800g a huge improvement over 1982s 9.8kg Mobira Senator
model.
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Features:
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Overview of Company
The brand Q-MOBILE in Pakistan is brought to you by Digi com, 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.
2- Company Vision
The companys 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.
Syed Rohail Aslam , Roll Number 3041, BBA 8 eve
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Mission
o
o
o
o
o
Become no.1
Keep it simple
Do what you say
Take the leap of faith
Keep on checking
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.
4 . Target market:
The target market of Q-Mobile is as follows:
o Youth
o Sms conscious people
o Multimedia conscious people
o Middle class people
o Internet surfing people
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Camera
Battery
Camera
Battery
Memory
2100 Miah
16GB built-in, 2GB RAM, micro SD card (supports up to 32GB)
8GB built-in, 1GB RAM, micro SD card (supports up to 32GB)
3400 miah
Bluetooth, USB, WLAN (Wi-Fi 802.11), GPRS, EDGE, 3G
Connectivity
Memory
16GB built-in,
2GB RAM, micro SD card (supports up to 32GB)
WCDMA
3G Band
Connectivity
Bluetooth1.2GHz
4.0 with
A2DP, USB, WLAN (Wi-Fi 802.11 b/g/n, WiQuad-core
Processor
Fi Direct, hotspot), Hot knot, GPRS, EDGE, 3G (HSDPA +
HSUPA) Android 4.4 (Kit Kat)
OS
3G BandColors
Black
HSDPA 850
/ 1900 / 2100
Processor
OS
Camera
Colors
16.0MP,
4608 X 3456 pixels, autofocus, LED flash, Geo-tagging, touch
Black,
White
focus, face and smile detection, Video, 2ndry 8MP
Battery
Memory
Connectivity
Bluetooth 4.0 with A2DP, USB (micro USB v2.0, USB On-the-go), WLAN
Noir
X900
16GB:
Noir X450:
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Processor
Os
Colors
Black, White
Camera
5MP, 3264 x 2448 pixels, autofocus, LED flash, Geo-tagging, Video, 2ndary
Battery
1950 mAh
Memory
Weight
Connectivity
Battery
3g Band
Memory
Processor
N/A
Bluetooth with A2DP, USB, WLAN (Wi-Fi 802.11 b/g/n), GPRS, EDGE, 3G
Connectivity
Os
Bluetooth,
USB,
Android OS 4.4
(Kit GPRS
Kat)
Display
Colors Size
Black
2.8
inches
HSDPA, HSUPA
N/A
HTML5
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Display Color
Camera
1.3MP, Flash
Other Features
E9:
5.2 Price:
The phones that Q-Mobiles produce are usually sold at low prices (new phones can be expected to enter
the market at around Rs 30000+).Q-mobiles prices are usually competitor based, in such a way as, they
try to keep their prices a bit lower than 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
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5.3 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
than dedicated phone dealerships after the introductory period so the phones can
remain limited edition, as this will encourage younger consumers to buy them,
Some of places of dealers are as follows
o Faisalabad
Mr. Ali
679-B, BATALA COLONI GORI PLAZA
SATIANA ROAD, FAISALABAD
Phone No. : 041-8715460
o Karachi
ATHER ALI
QMOBILE CUSTOMER CARE CENTER
AGA KHAN III ROAD, NEXT TO GIMINI MOBILE MKT,1ST FLOOR
KARACHI
Phone No. : 021-32711092-4
o Hyderabad
Mr. Fatah
BUNGALOW NO. 638 - B,
HYDERABAD
Phone No. : 022-3817944
Peshawar
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5.4 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 consumers perceptions to facilitate exchange between the
marketer and the consumer. Some of the promotional strategies used by QMobiles are:
o
o
o
o
o
o
6. Pest :
6.1 Political 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:
o tax policy
o employment laws
o environmental regulations
o trade restrictions
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o 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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7. SWOT Analysis:
7.1
STRENGHTS
User friendly
Long time battery
Second position in market
Brand availability
Well-known brand
Extra accessories
Wi-Fi
Wide model range
Touch screen
7.2 Weakness
Technical weakness
Small users
No information in rural areas
No awareness
Physiological matters
7.3 Opportunities:
Chance to lead the market
Smart phone(Symbian & android)
7.4 THREATS:
Local competitors
Price war
High end consumer (HTC ,Apple ,Motorola)
Syed Rohail Aslam , Roll Number 3041, BBA 8 eve
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Questionnaire
Dear Respondent,
We are the students of BBA (H) 8th semester. We have been assigned a research project by our teacher.
We want to collect some information from you. This is entirely an educational activity and no need to be
worried. Your cooperation will be highly appreciated.
Demographic Questions
Male
Female
30 years but less than 45 years 45 years but less than 60 years
Project Questions
Handsets of Q Mobile are updated with the latest features as compare to cell phones of other companies.
Agree
Disagree
Handsets of Q Mobile are easily available in the markets as compare to cell phones of other companies.
Agreed
Handsets of Q Mobile have good battery timing as compare to cell phones of other companies.
Disagree
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Agree
Disagree
disagree
Disagree
Handsets of Q Mobile come with reasonable price as compare to cell phones of other companies.
Agree
Disagree
Handsets of Q Mobile have good design as compare to cell phones of other companies.
Agree
Handsets of Q Mobiles are user friendly as compare to cell phones of other companies.
Agree
Disagree
Handsets of Q Mobile have good quality as compare to cell phones of other companies.
Agree
Disagree
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1. Gender :
Category
Frequencies
Male
26
Female
24
Total
50
19
12
11
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neutral 3
xf
24
24
21
42
15
f =50
fx= 81
represent disagree
fx
X2
Fx2
24
24
24
21
42
84
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15
f=50
fx=81
135
fx2=243
Q:2
1 represent to agree and 2 represent to neutral 3 represent
disagree
x
fx
45
45
10
f=50 fx=55
(fx)/(f) =55/50=1.1
Interpretation value 1.62 represent that mostly agree and near to neutral
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fx
X2
Fx2
45
45
45
10
20
f=50
fx=55
fx2=65
Q:3
1 represent to agree and 2 represent to neutral 3 represent
disagree
fx
22
22
16
20
60
f=50
fx=98
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(fx)/(f)= 98/50=1.96
Interpretation value 1.96 represent that mostly agree and near to disagree
fx
X2
Fx2
22
22
22
16
32
20
60
180
(fx2/f)-( fx/f)2=0.915
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Q:4
1 represent to agree
represent disagree
fx
38
38
10
20
f=50 fx=64
(fx)/(f)= 1.28
Interpretation value 1.28 represent that mostly agree and
near to Neutral
x
fx
X2
Fx2
38
38
38
10
20
40
18
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(fx2/f)-( fx/f)2=0.530
x
fx
27
27
16
15
45
f =50 f x=88
Q:5
fx
X2
Fx2
(fx)/(f)=88/50=1.76
Interpretation value 1.76 represent that mostly agree and near to
neutral
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27
27
27
16
32
15
45
135
fx
43
43
12
f=50 fx=58
Q:6
1 represent to agree and 2 represent to neutral 3 represent disagree
(fx)/(f)=1.16
Syed Rohail Aslam , Roll Number 3041, BBA 8 eve
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Interpretation value
mostly agree and near
fx
14
14
16
fx
X2
Fx2
43
43
43
12
24
Q:7
1 represent to agree and 2 represent to neutral 3 represent disagree
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28
84
f=50 fx=114
(fx)/(f)=2.28
Interpretation
that mostly disagree
fx
X2
Fx2
14
14
14
16
32
28
84
252
(fx2/f)-( fx/f)2=0.8726
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Brand Ambassador:
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
Syed Rohail Aslam , Roll Number 3041, BBA 8 eve
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9. Observations:
o Communication skills are strong.
o More concentration on marketing concept.
o Cooperative employees.
o Strong management.
o Attractive packages.
o Positive attitudes towards outsiders.
o Strong DMBS.
o Maximum career opportunities for employees.
10. Recommendations:
o Improve the software quality
o Use cut price strategy to retain the customers.
o Provide frequency programs more and more.
o Increase its market share.
o Improve the Qwerty keypad type mobile to compete the Nokia
N series.
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11. Conclusion:
Company is flourishing day by day but due to the recession in Pakistan it
also suffering. Companys 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.
12 Appendixes:
o For information we went to Q-Mobiles dealers Renala Khurd.
o We visit Mobile market Bazar to get information about Q-Mobiles Products.
o We also meet different youth groups to get more information about QMobiles
particularly.