TOPIC: MARKETING PLAN

COMPANY: DIGICOM

SUJECT: MARKETING MANAGEMNT

SUBMITTED TO: SIR SANATULLAH

SUBMITTED BY

MUHAMMAD ADNAN MALLICK (3154)

SAFDAR ALI ( )

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EXECUTIVE SUMMARY

Welcome to Q mobile – A new generation of mobile phones that redefines life in

every way. Loaded with feature, look, quality, technology service and more, it’s
the perfect harmony of style and function.

LG is renowned in cell phone industry. In 2008, LG suffers huge stock losses

during rains. Also LG mobiles were loosing popularity among its competitors in
Pakistan. To keep in to the market they planned to re-introduce themselves with
complete different brands under a new banner.

They re-launched their Cell phone accessories with a brand name of Q mobile
under a new company DIGICOM.

Q mobile introduces complete new brands with new features rather than doing
modification.

The scope of the project is to analyze the marketing plan of Q mobile in Pakistan
First the market situation is discussed in which present relevant background,
product, competition and distribution included. Then the focus is shifted on the
swot analysis and issues analysis.

After discussing the swot analysis focuses on the objectives of the company and
also discusses financial objective and marketing objective and further we discuss
marketing strategy action programs, forecast & budgets and implement & control,

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MARKETING SITUTAION
Pakistani handset market is primarily a low-end market with majority of volume
comes from low-end mobile phone. Another important aspect is that our handset
market is extremely price sensitive just like any other handset due to the size and
growth of the market

CONSUMER BUYING BEHAVIOUR

The mind set of our local mobile phone user is very unique & complex. Influences
of socio-economic & demographic factors, peer pressure and life style etc are the
main driving force through which the consumer ends up owning a particular
model for his/her communication need.

TARGET MARKET
A Q mobile caters to both middle and low end market by providing a diversified
product line. The market is segmented essentially in two categories

• Lower Class
• Middle Class

PRODUCT LIFE CYCLE

Q mobile have successfully crossed the Introduction stage of product life cycle
and now entered into growth stage. Sales figures show that Q mobile have
greatly accepted by the public and its sales and brand image is growing rapidly.

SWOT ANALYSIS
STRENGTH
When we talk to Q mobile we see that Q is constantly innovating, its bringing in
new features in its phones. This is necessary due to the competition in the
market. Q mobiles provide a diversified product line targeting both middle and
lower end customers. These phones vary in design features Bluetooth, dual sim,
1.3mp camera, and 2GBb memory card target market mobiles for those who
willing to have a luxurious mobile, like black berry .those who want everything
present in cell phone for enjoyment at a affordable price. and prices in order to
cater each segment, Experience workforce of LG mobile is transferred to

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DIGICOM which is a big strength for the company and Improved Sales
Distribution channel across the Pakistan.

WEAKNESS
The weakness of the brand is Unknown entity in the market Lack of Promotion
and not much expansion left in the market. Another key issue is that even if they
produce a quality product the customers would perceive it to be sub standard
because the negative word of mouth. Q provides all features at a relatively
cheaper price but some how customers don’t associate quality with, q mobile
relatively new player in the market. It has only been there for one year
considering Nokia have been in the market for a long time.

OPPROTUNITIES
Pakistan has seen immense growth in the telecom industry over the last few
years. According to PTA (Pakistan Telecommunication Authority) 91% Pakistan’s
population is covered with mobiles .Pakistan is a large market. Most people are
attracted by latest features Camera, MP3 player, Bluetooth. Spends lavishly on
cell phones and change them every now and then.

THREATS
Unstable political condition of the country Too much investment is not feasible.
China assembled mobiles. People have more trust in Nokia, Samsung mobiles.
If any big problem found in Q mobile phones, it will damage the image of Q
mobile.

OBJECTIVES
The objective of Q Mobile develops new quality cell phones for its consumers
Mobile gives life style oriented products Mobile provides a new technology in low
prices.

FINANCIAL OBJECTIVES
• Q mobile started with an investment of 50 million rupees and Now 25
million rupees stock is in hand.
• Q mobiles estimated their profitability in next year approx 50 million.

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MARKETING OBJECTIVES
Q mobile is setting goals to increase consumer awareness regarding its features,
reliability, and durability. Company has to increase distribution coverage by
increasing no franchise but its own display centre and expanding no of dealers.
Promotion: print & electronic media. Bill boards on suitable on suitable location
like shopping malls, through moving vehicles marketing conduct market research
to improve consumer choice process & to monitor competitor moves.

MARKETING STRATEGY
Q mobile‘s target market is from lower to middle & lower group who wants latest
features in mobiles at affordable range. Youth is a major target market for Q
mobile.
Product Range
E500 = Rs.7000
E400 = Rs.4000
E200 = Rs.5300

ACTION PROGRAM
The market plan suggested would focuses on building a good brand image for Q
mobiles. The plan would require a more sophisticated and customize approach
while designing the campaign

FORCAST AND BUDGETS

The company has no major financial constraint. The costs of showing new ads
which have more sophisticated look and message which lead to brand building
are as follows.

The cost would be assumed for a campaign of one month

Newspaper ads in Jang, Kawish and Qumi news paper (100,000)

Television Geo, Hum and Metro T. V one minute commercial 4 time on alternate
days on each channel 1000,000 approx

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IMPLEMENT AND CONTROL
The last section is very important which is monitoring the plan’s progress. The Q
mobile higher management monitor there operation daily and implement there
plan when any changes is occur in the market.