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 Analysis10
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 Focus14
6.1 Product Objective
6.2 Target Market
6.3 Point of Difference
7 - Number of companies in Industry..15

Marketing Plan

8 - Marketing Strategy16
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 - Companys 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 & Control31
18- Contingency plans...32
17.1 Solution
19- Observations.32
20 - Market Opportunities.32

Marketing Plan

21 Recommendations.33
22 Conclusions.34
23 Appendixes..34

Marketing Plan

Marketing Plan

1- 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.

Mission

Become no1
Keep it simple
Do what you say
Take the leap of faith
Keep on checking
Stay true to your values

Marketing Plan

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, QMobile 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

Marketing Plan

strata will relate and look up to for realizing their individual device
preferences and other out-of-the-box solutions.

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.

Marketing Plan

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

Marketing Plan

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-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 todays 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
Marketing Plan

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 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

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:

Marketing Plan

 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.

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
Marketing Plan

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.

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
Marketing Plan

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

Marketing Plan

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

8- Marketing strategy:

Marketing Plan

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

9- SWOT Analysis:
Marketing Plan

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

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

THREATS:
Local competitors
Price war
High end consumer (Htc ,Apple ,Motorola)

Marketing Plan

 Uncertainty in the economic condition of Pakistan

Due to intense competition
Strong competitor

Brand Ambassador:

10- Market mix of Q-mobile:

Products
Q3

Dual SIM Card-Dual Standby

Color LCD
1.3 MP Camera
Support MSN / Face book

Marketing Plan

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

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

Marketing Plan

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)

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

Marketing Plan

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

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)

Marketing Plan

 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

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-mobiles 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.
Marketing Plan

Q3
Q4
Q5
Q 55
E 900
E 125
E 195
E 400i

Rs 4,699 Only
Rs 5,699 Only
Rs 6,699 Only
Rs 10,230 Only
Rs 6,999 Only
Rs 2,599 Only
Rs 3,299 Only
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
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

Marketing Plan

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

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 Q-Mobiles are:

Marketing Plan

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:

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.

Marketing Plan

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

13- Marketing plan:

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.

Marketing Plan

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.

Marketing Plan

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.

Marketing Plan

Penetration policy

Strategy
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.
Discount policy

Strategy

Place:
change channels

Strategy
Tactics

Set own distribution direct to stores

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

Strategy
Tactics

Set up national service network.

Promotion
change selling/sale force organization

Strategy
Tactics

Strengthen sales force organization.

Introduce performance related gifts scheme for sale
force.
Marketing Plan

 Recruit additional professional sales personnel.

Increase sales effort to increase sale to major
customers.
Increase sales efforts for most profitable products.
Change advertising/ sale promotion

Strategy
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

18- Contingency plan:

Marketing 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.

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
Marketing Plan

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.

22- Conclusion:
Company is flourishing day by day but due to the recession in
Pakistan it also suffering. Companys strategies are very suitable.

Marketing Plan

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.

Marketing Plan

Marketing Plan

Marketing Plan