This presentation is about how a local businessman gave birth to a brand named "Q-mobile", the challenges he faced, the future of Cellular devices, Market share of other mobile manufacturers and how with the help of the perfect Market Mix "Quality mobile able to dish out a huge chunk of consumers in thriving market of Pakistan!!!
3. About
The Co – founder.
Started in 2009
What it does.
4.
5. The objectives and Challenges.
USP
Affordable Prices. A good quality touchscreen phone worth 40-50k in
the range of 2-15k. NOT BAD!
Strong Segmentation - Strong Moto – Strong Research
Initiated with the 70% to 80% of the population.
Provide latest technology to the consumers in low price.
Make the masses of the population efficient.
6. The objectives and Challenges.
Challenges
The knowns.
Other Chinese - Korean Phones.
Solutions
Selling Concept.
Placement – “Ye Qmobile apka hua”.
Starpower.
7. Marketing Strategy
The marketing strategy that Q-mobile follow
I. Market Share
II. SWOT Analysis
III. PEST Analysis
IV. Market Mix
8. Market Share by manufacturer -2009
Nokia
36%
Samsung
19%
LG
10%
Motorola
5%
Sony Ericsson
5%
HTC
3%
Apple
3%
Others
19%
9. SWOT Analysis
• Target youth market
• Longer battery life
•Affordable rates
• Cheaper smart phones
•Wide variety of models
• Technical
•Small user base
•Lesser product awareness in
rural areas
•Physiological and cultural affect
•Market leader
•Growing Android market
•Pakistan potential market for
Cheap smart phones
•Strong customer requirement
•Increase competition
•Brand reliability
•Price Wars
•High-end consumers
10. PEST Analysis
Political Factors
•Tax Policies
•Employment Laws
•Trade Restriction
•Political Stability
Economic Factors
•Economic growth
•Exchange Rate
•Inflation Rate
Social Factors
•Population Growth Rate
•Age Distribution
•Career Attitudes
•Emphasis on safety
Technology Factors
•Low Barriers to entry at the time of their launch
•Reduced minimum efficient production level
•Influence outsourcing decision
Strength
Target Youth Market (Popular among youth). 180 million, 60 % of the population is youth which makes a soaring figure of 108 million.
Longer battery time.
Affordable Rates
Cheaper touch screens
Wide variety of models.
Weakness
Technical Weakness
Small Users
No information in rural areas.
Physiological matters.
Opportunities
Chance to become a market leader.
Smart phone (Android).
Pakistan is a large and potential market for cheap smart phones.
Strong customer requirement.
Threats
Increasing competition.
Brand reliability.
Price Wars.
Attracting high end consumers of Apple.
Uncertainty of the Economic condition in Pakistan.
Political Factors
Tax Policies
Employment Laws
Trade Restriction
Political Stibility
Economic Factors
Economic growth
Exchange Rate
Inflation Rate
Social Factors
Population Growth Rate
Age Distribution
Career Attitudes
Emphasis on safety
Technology Factors
Low Barriers to entry at the time of their launch
Reduced minimum efficient production level
Influence outsourcing decision
Marketing Mix
Wide Range of Products
Sold at a very competitive low prices
Made available at all leading market places
Extensive branding, endorsed by top celebrities, wide promotions at shows
