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The term "marketing mix" was first used in 1953 when Neil Borden, in his American Marketing Association presidential address, took the recipe idea one step further and coined the term "marketing-mix". A prominent marketer, E. Jerome McCarthy, proposed a 4 P classification in 1960, which has seen wide use. The four Ps concept is explained in most marketing textbooks and classes. Elements of the marketing mix are often referred to as 'the four Ps':
Product - A tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are service based like the tourism industry & the hotel industry or codes-based products like cellphone load and credits. Typical examples of a mass produced tangible object are the motor car and the disposable razor. A less obvious but ubiquitous mass produced service is a computer operating system. Packaging also needs to be taken into consideration Price – The price is the amount a customer pays for the product. It is determined by a number of factors including market share, competition, material costs, product identity and the customer's perceived value of the product. The business may increase or decrease the price of product if other stores have the same product. Place – Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet. Promotion – Promotion represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements: advertising, public relations, word of mouth and point of sale. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from cinema commercials, radio and Internet adverts through print media and billboards. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations.
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The selling market of mobile for the whole month is about 1 million in which 60% market of unbranded mobile and 40% market of branded mobile.
40% 1 2 60%
Un Branded Mobiles
While 90% mobiles are coming from china either it is Nokia, Samsung or Sony Erickson. Nokia is leading mobile company whose sell is about 3, 10000 monthly. Below is the chart which is describing the percentage of user using mobile at different prices
100% 80% 60% 40% 20% 30000 3000-5000 10000 10000++
Users In (%)
1 80% 10% 2% 1%
3000-5000 10000 10000++
Bran ded Mobi les
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Company Profile 2010
Statistically speaking we launched Qmobile a year back and now we are the second most selling brand in Pakistan, owing to its superior quality, affordable price and latest features. We have achieved exceptional results after launching Q mobile’s products in today’s market. In the last year we sold roughly 500,000units. We have launch 11 models in Q mobile cell phones and have also co-branded with companies like Yamaha Wolfson.In the coming quarters we plan have really sleek phone coming out. Highlighted features in the upcoming models are its stylish look and feel: Qwerty Keypads, social networking and affordability. This recent success story has developed new aspirations for us to create Qmobile as the biggest name brand name in the mobile industry. In the coming years we also plan on global with this brand.
• • • • • • • We have been the leaders in electronic business for over 20 years and in the mobiles business for over 8 years Our total staff under the QMobile and LG Mobile umbrella is over 250 people Our sales offices are all over Pakistan We have the largest sales network in Pakistan, which comprises of over 1600 power retailers Statistically speaking we launched QMobile a year back and now we are the second most selling brand in Pakistan, owing to its superior quality, affordable price and latest features Another of our success story is LG mobile, at the peak time our sale went to 200K (units) per month, which is the top sales figure in the whole Asia Pacific region in the history of LG mobile We give high priority to after sales service and have more then 8 customer service centers in Pakistan and many authorized service centers all over Pakistan.
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Q.MOBILE BRANDS Q-Mobile E100: Slim and compact media phone with dual sim • • • • • • • • GPRS USB Speaker Phone FM Radio MP3 player Memory card slot Bluetooth Downloading 1 year warranty available at Digicom Q-MobileE-110: Slim and compact media phone with dual sim • • • • • • • • • • • • Dual SIM Card-Dual Standby Color LCD Camera Bluetooth MP3 Player FM Radio FM Recording External Memory(Free 2GB Card) Voice Recorder GPRS WAP MMS 1 year warranty available at Digicom 4 of 33 .
Q-Mobile E-125: Slim and Sleek Features: • E125 Dual Sim card-Dual standby • Color LCD • Smart Camera • GPRS • Bluetooth • MP3 Player • FM Radio • FM Recording • External Memory • Voice Recorder One year Digicom Warranty Free2GB Memory Card Q-mobile E-150: Wireless FM Features: • E150 Dual Sim Card-Dual Standby • Color LCD • Smart Camera • LED Torch • MP3 Player • FM Radio Wireless • FM Recording • External Memory • 1.8” TFT Screen One year Digicom Warranty Free2GB Memory Card 5 of 33 .
Q-mobile E-195: Slim & Full Multimedia Phone Features: • E195 Dual Sim Card-Dual Standby • Smart Camera • GPRS • Bluetooth • MP3 Player • FM Radio • FM recording • External Memory • Voice Recorder One year Digicom Warranty Free2GB Memory Card Q-Mobile E-200: Feel the real sound Features: • Dual Sim Standby • Full Metal Body • Powerful Speaker Powered by Wolson and Yamaha • Camera 1.3 Mega pixel • FM Radio • MP3 Player • Video Player • FM Radio recorder • WAP/MMS • Color LCD • Bluetooth • USB Downloading One year Digicom Warranty Free2GB Memory Card 6 of 33 .
Q-Mobile E-400: All in One Features: • • • • • • • • • • Dual Sim Standby Camera Bluetooth MP3 Player FM Radio FM recorder External Memory Voice Recorder GPRS/WAP/MMS Colored Back covers One year Digicom Warranty Free2GB Memory Card Q-Mobile Q3i: The world that fits Your Palm and Pocket Features: • Dual Sim Card-Dual Standby • 1.3 Mega pixel Camera • Bluetooth • MP3 Player • MSN • Face book • Email • FM Radio • FM Recording • External Memory • Voice Recorder • GPRS • WAP • MMS 7 of 33 .
Mobile Q5: Your connection to the world Features: • • • • • • • • • • • • • Dual GSM.One year Digicom Warranty Free2GB Memory Card Q-Mobile Q4: Social networking phone With QWERTY keyboard Features: • • • • • • • • • • • • Dual Sim Card-Dual Standby 2.0 MP Camera Bluetooth MP3 Player/MP4/3.0 Mega pixel Support Chatting Application Voice Recorder Stereo Speaker Bluetooth External Memory 8 of 33 .2 QVGA LCD Trackball MP3/Mpeg4 Player Music Player Powered by Yamaha Fm Radio GPRS-Edge Camera 2.5earjack Free3 fashion jacks(included in the box) MSN/Yahoo/E buddy/face book Email/Opera/Google/twistter FM Radio FM Recording External Memory (FREE 2GB CARD) Voice Recorder GPRS/WAP/MMS One year Digicom Warranty Free2GB Memory Card Q.Dual Standby 2.
Yahoo messenger Facebook. Q-Mobile Q-3i 9 of 33 .One year Digicom Warranty Free2GB Memory Card Product Features: Messaging mobile phone with Qwerty keyboard Main functions • • • • • • • • • • MTK 6225 GSM/GPRS 900/1800 or 850/1900MHz WAP/MMS GPRS Class 12 MP3 player Voice Recorder FM Radio USB MSN.
2*13mm 72g 2.3M pixel Embedded Stereo 128Mb+32Mb T-Flash Card (8G) No yes Mp3、Midi 、WAV AMR AVI.3GP Yes Type：JPG Size： 220*176/80*60/160*120/320*240/640*480 1000 Yes (5 grouping) by name/intelligent by pages 300 10 template SMS Group Send(10) YES mp3.0“TFT QCIF(176*220) 1.Basic Information • Size • Weight • Main LCD • Camera • Antenna • Speaker • Memory • Extended Memory Support • Java • Bluetooth Multimedia • MP3 play • Audio recorder • Video player • FM Sound Recorder • Camera Phonebook • Phonebook • Phonebook Grouping • Search Mode • Phonebook Browse Message • SMS Phone Memory • SMS Template • SMS Group Sending • MMS Ringtone • Type • Integrated Ringtone Number • Download Ringtone • Edit Ringtone • Power on/off tone 111.midi 10 yes No yes 10 of 33 .2*61.
Business/Amusement Function • Profiles selection • Change Wallpaper • Alarm • Schedule • World Time • Calculator • Calendar • Unit Conversion • Exchange Rate Conversion • Memo Pad • Recorder • Auto On & Off • Private Info Protection • Game • Background Sound • Mobile tracker • PC Sync • Email Call Management • Call Timer • Phone Call Record • Missed Call Record • Handsfree Function Battery • Stand-by • Talk time • Battery Standard Package • Handset • Battery • Travel Charger AC adaptor • Stereo MP3 Earphone • USB cable yes yes yes yes yes yes yes yes yes yes yes yes No yes NO Yes yes SSL yes Record Record yes 108 hours 6 hours 1000mAh Li-ion Battery 1 1 1 1 1 11 of 33 .
Packaging and Labeling: Whole designing and labeling of the product is being done in house . they are exported to Pakistan. after approval of design and labeling . Front Back 12 of 33 .This design is sent to China where its finally printed and the after the whole packaging of mobile.
13 of 33 .They are also committed to give their support and services in 24 hours. the technical department is committed to check the quality of sets after importing from China. To maintain the quality of Q-Mobiles.Mobile is giving 1 year full flash warranty of Digicom for their all mobiles .Inside Sides Warranty and Customer Support: Q.
It can create high stock turnover throughout the distribution channel. to attract new customers. This can achieve high market penetration rates quickly. The strategy works on the expectation that customers will switch to the new brand because of the lower price. It can create goodwill among the early adopters segment. Penetration Pricing: It is the pricing technique of setting a relatively low initial entry price. It creates cost control and cost reduction pressures from the start. It discourages the entry of competitors. because their strategy emphasis on Good quality China mobiles and their target market is mass market who can’t afford high price mobiles and they want each and every feature at lower cost.Price: The price of any product is basic attraction for the end user . not giving them time to react. Penetration pricing is most commonly associated with a marketing objective of increasing market share or sales volume. leading to greater efficiency. rather than to make profit in the short term.To keep in view that Q mobile is targeting mass market they are selling their product at very reasonable price with immense features. Q mobile is using Penetration Marketing strategy. This can create critically important enthusiasm and support in the channel. This can take the competition by surprise. often lower than the eventual market price. which is economically efficient 14 of 33 . Low prices act as a barrier to entry (see: porter 5 forces analysis). The advantages of penetration pricing to the firm are: • • • • • • It can result in fast diffusion and adoption. This can create more trade through word of mouth. It can be based on marginal cost pricing.
15 of 33 . THIS SHEET IS CONFIDENTIAL.Cost Sheet OF Q-3i Mobile PER UNIT 2725 COST SHEET PURCHASE • FREIGHT • INSURANCE COVER • IMPORT DUTY • EXCISE DUTY GOWDON RENT (AIRPORT) • STAMP DUTY / PAYORDER CHARGES ETC • EXAMINATION / SHIFT CHARGES AIRPORT • TRANSPORTATION CHARGES / LIFTING CHARGES • SERVICE CHARGES (CLEARING AGENT) • OTHER (FILE PROCESSING CHARGES) • BANK CHARGES • BANK CHARGES (LC / OTHER) TOTAL LANDED COST • • • MEMORY CARD OFFICE EXPENSE ADVERTISEMENT / MEDIA CHARGES 450-550 3175-3275 350-400 175-200 175-225 3875-4000 300-425 200 4500 TOTAL COST • • NET PROFIT PER UNIT (PERSONEL) DEALER (WHOLE SALLER MARGIN ) RETAIL PRICE OF Q3i Note: ALL THE FIGUERS ARE FAKE AND THE GIVEN PRICES ARE GIVEN ON APPROXIMATION.
4 x 12. v2. 1. MP3 128 x 160 pixels. video(MPEG-4) 16 of 33 .0 VGA.5 x 45. Call records: 30 dialed. Bluetooth: Yes. 32 .0 / xHTML Phonebook: Yes.0. 256K colors GSM 900 / 1800 Games: Yes GPRS: Class 10 (4+1/3+2 slots).48 kbps. 640x480 pixels. 30 received.77 inches Available TFT.Comparison of Q3i with other Mobile brands with respect to Price and Features Samsung M-150 Price Messaging Weight Dimension Browser Memory Ring Tones Display Size Availability Display Colour Frequency / Band Entertainment Connectivity Camera 5000 SMS 101. 30 missed calls Polyphonic. USB : Yes. v2.00g 106.7 mm WAP 2.
Polyphonic. MP3 ring tones 77 g Available CSTN.0 / xHTML Phonebook:500 entries. 30 received. MP3 GPRS Class 10 (4+1/3+2 slots). 30 received.4 mm WAP 2.48 kbps NOKIA 2630 Ring Tones Weight Availability Display Colors Frequency / Band Entertainment Connectivity 17 of 33 . 30 missed calls Vibration. 32 .2 x 44.SAMSUNG 1107 Price Display Size Messaging Battery Dimension Browser Memory 5200 128 x 128 pixels. Call records 30 dialed. 65K colors GSM 900 / 1800 Stereo FM radio with RDS. 30 calls 30 dialed.52 inches SMS Talk Time Up to 8 h stand by time Up to 570 h 105.2 x 16. 1.
0 / xHTML Phonebook 1000 entries.9 mm. 20 received.00g Available TFT. Bluetooth 128 x 160 pixels SMS. Instant Messaging Talk time Up to 6 h.Price Ring Tones Weight Availability Display Colors Frequency / Band Entertainment Connectivity Display Size Messaging Battery Dimension Browser Memory Camera 5500 Polyphonic (24 channels). FM Radio Class 10 (4+1/3+2 slots). Call records 20 dialed. 45 cc WAP 2. 20 missed calls. video(128 x 96) 18 of 33 . MMS. Stand-by Up to 310 h 105 x 45 x 9. 640x480 pixels. 65K colors GSM 900 / GSM 1800 Yes + downloadable. MP3 66.48 kbps. 32 . 11 MB user memory VGA. Email.
Photocall. MMS.Bluetooth v2.8kbps.microSD.speaker phone 80.Call records.vedio QCIF @ 15fps Display Size Messaging Battery Dimension Browser Memory NOKIA 2690 Camera 19 of 33 .1 with A2DP. HTML Phonebook:2000 entries. MP3 ringtones.3HDSPA 236. 32 . 640x480 pixels.0 .MP4/H.0/xHTML.EDGE Class 10.8 inches SMS.games.8 cc WAP 2. Email Talk time Up to 4 h 30 min Stand-by Up to 312 h 107. 58.950 Vibration.JAVAYes. 256K colors GSM 850 / 900 / 1800 / 1900 Stereo FM radio.7 g Available TFD.263 player.Price Ring Tones Weight Availability Display Color Frequency / Band Entertainment Connectivity 5.5 x 45.0 b/g 128 x 160 pixels. Internal 50 MB. MIDP 2.8 mm. MP3/WAV/WMV/eAAC+ player GPRSClass 10(4+1/3+2slots).5 x 13. 1. micro USB V2. up to 8GB VGA.48 kbps.
SAMSUNG M200 20 of 33 .
0 with A2DP.300 Polyphonic.T9 GPRS: Class 10 (4+1/3+2 slots).0 128 x 160 pixels. 32 . Standby Time: Up to 300 h 107.0 / xHTML Phonebook: Yes. v2.Voice memo .48 kbps. 30 missed calls. Card slot microSD (Tran Flash) . 65K colors GSM 850 / 900 / 1800 / 1900 Games: Yes.Built-in hands free .Price Ring Tones Weight Availability Display Color Frequency / Band Entertainment 6.6 x 12. Java MIDP 2. video(MPEG4) Connectivity Display Size Messaging Battery Dimension Browser Memory Camera 21 of 33 .9 inches SMS.MPEG4/3GP player Organizer . 30 received. Email Talk Time: Up to 3 h.20 MB embedded memory 1. 1. Call records: 30 dialed. MMS. USB: Yes.3 MP.FM Radio/FM Recorder MP3/e-AAC+/WMA player .00g Available TFT.0 .9 mm WAP 2. v2. HSCSD: Yes. 1280 x 1024 pixels.6 x 45. MP3 120. Bluetooth: Yes.
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0. HTML(Net Front).0 GPRS: Class 10 (4+1/3+2 slots). dialed and missed calls. 1. MMS.0/xHTML. 32 . video 23 of 33 . Instant Messaging Talk Time: Up to 7 h. Memory Stick Micro (M2).00g Available UBC. Java MIDP 2. RSS feeds Phonebook: Photo call.8 inches SMS.48 kbps 128 x 160 pixels.Sony Ericsson w200i Price Ring Tones Weight Availability Display Colors Frequency / Band Entertainment Connectivity Display Size Messaging Battery Dimension Browser Memory Camera 7000 Polyphonic (40 channels). AAC 85. Standby Time: Up to 360 h 100 x 44 x 18 mm WAP 2. 65K colors GSM 900 / GSM 1800 / GSM 1900 FM radio with RDS. MP3. MP3. ACC. Email. Walkman Media Player 1. 30 received. 27 MB internal memory VGA. 640x480 pixels.
For that purpose they have service centers on important locations. 03008418228 Authorisez Digicom Dealers: Rawalpindi & Islamabad Unitech Mobile . Lahore . 0300-8650014 Peshawar Sales Office: 0300-5982100 24 of 33 • • • • • • • • • • • • . Fax : 021-32711099 Karachi Digicom Display Centre: Haroon Chamber Saddar Karachi. Ph: 051-4853625. they are also committed to give as soon as possible after sale services to their valued customer’s . Near Roznama Khabrain Akhbar. 0300-8332222 Multan Sales Office : 0321-8401759 Gujranwala Sales Office: 055-3820566. sadder Mobile Market. : +92-21-35838062 Karachi Saddar Office: Gemini Plaza. 0333-2273445. 0300-2212191 Hyderabad Sales Office: 0300-9370378 Lahore Sales Office: 11/7. 7231189 Rawalpindi Sales Office : Tel : (051) 4456422. For this purpose they have nationwide authorized dealers. 39/a. Phone no. The Forum. 0345-2884688 Authorised Digcom Dealers: Mobile Gallery. Q Mobile Nation Wide Display centre& Sales Offices: • Karachi Head office: Room No. Saddar Karachi. 042-7236801. Sharjah Center. Parking Level 1.112 First floor. Agha Khan III Road. Clifton Karachi Phone no. 0333-8147788 Faisalabad Sales Office: 041-8721390.Place: Q-Mobile is making sure to give ease and support towards their product for their customers. 0213-2711105-7. 042-7244485. Lawrence Road. 0300-8455605 Authorised Digicom Dealers: Lahore: Younis Mobile 29-main Hall Road Lahore.
Karachi Display Centre 25 of 33 .
Gulberg III. Phone no: 022 3817901-2 Multan :67 F.13 Rizwan arcade.Ph No. Paradise Centre Mall.1. 0321-880756 Lahore II: Office#19. Multan. unit no. sadder Karachi Phone no: 021 32711094 . opp Gul haji. Cell No. 0321-4343867 Faisalabad: 679-B. Lahore.Batala colony. Ph:061-474683.Nationwide Service Centre: For Customer Care Information • • • • • • • • • Karachi: Aga Khan III road.T Road Gujranwala. New railway station G. Cell no. Cell: 0321-6358280 Peshawar:Shop No.9 1st floor. Al Latif center Opp. 2 Latifabad Hyderabad.638-B. Ghori Plaza. 041 8715460. Station Road. Phone no: 042 5789918-9. National Bank building. Ph no:0553820565 Hyderabad: Bungalow No. Cell: 03332264434 Lahore Shop No 8. Faisalabad. Adamjee Road sadder Rawalpindi Ph: 051 5120510-11. Main university Road. Khan plaza. Hall Road. Cell: 0333-5304188 26 of 33 . 3rd floor. 7313111. Peshawar Ph:091-5854254 Cell: 0300-5982100 Rawalpindi: 1st floor . Room No. Lahore. Phone no. first floor UBL Bank. Cell no:0300-6664798 Gujranwala: Crescent market. next to Gimini Mobile market. Cantt area. Hafez center.
Karachi Sales & customer service centre of DIGICOM 27 of 33 .
print. For dealers they have given a deal if they sell 15 mobiles of E-200 and 5 mobiles of Q-3i than they will get 1 free Q-3i. 28 of 33 . posters. • • ATL (Above the Line)advertisement BTL (Below the line) advertisement ATL is a type of advertising through media such as television.These are those people who have limited income and want a good product with lot of features in a affordable price. BTL techniques ensure recall of the brand while at the same time highlighting the features of the product. cinema. Market Banners Etc. The budget is distributed in a ratio of 70% for ATL and 30 % for BTL For promotion of their product they are also giving some offers to both customer and retailers like Free 2 GB memory card with their every mobile.this gives and additional advantage to retailers. Annual total Budget: The annual total budget of Q mobile is more than 25 millions which is distributed in two parts. While the other amount is being used for BTL advertisement purpose which includes buntings. web banners and web search engines to promote brands. radio. BTL is a common technique used for "touch and feel" products (consumer items where the customer will rely on immediate information rather than previously researched items). This type of communication is conventional in nature and is considered impersonal to customers. Mobile cards. shelf talkers. Streaming Boards. For ATL advertisement purpose they have already bought Air time on Channels which is about 150 million.Promotion: Target Market: The actual target market of Q-mobile is Mass market of the age between 18 to 35.
pk 1 Buntings 29 of 33 .com .Q-3i Print Campaigns H S ot eller! Q3i 5/23/2010 www.qm obile.
Market Banner 30 of 33 .
Mobile Card Poster: 31 of 33 .
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Shelf Talker: 33 of 33 .
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