Group Members

Maryyum Khalid
Salmana Sadaf
Sameer Tariq

Contents

Vision and Mission

Introduction
Brand Positioning
Marketing Research
Situational analysis
Qwatch
Conclusion

Vision: Empower our customers to connect with the world around them through a
telecommunication medium that spells quality at affordable rates.

Mission

To establish brand loyalty and high revenues through customer

loyalty by offering innovation, quality and reliability with excellent
customer care.

Introduction
Telecom industry is one of the most lucrative market of the
Pakistan.
The number of mobile phone users crossed a mark of 139.2 million
in 2014.
Pakistans cellular phone industry consists of highly competitive
brands such as Apple, Samsung, HTC, L.G, Nokia etc.
All these phones are assembled in China and among these
competing brands is Pakistans No.1 leading brand Qmobile.

Qmobile
L.G is a renowned cell phone industry, they re-launched their cell phone
accessories in Pakistan with a new brand name Qmobile under a new
company.
The CEO, chairman and mastermind behind Qmobiles invention is Mr.
Zeeshan Akhtar.
Qmobile was launched in the year 2009.
The association of Zeeshan Akhtar with brands like L.G and Samsung led
him to the invention of Qmobile.
As Pakistan is a price sensitive market he developed a brand which had
quality and was affordable.

Zeeshan Akhtar

Qmobile Positioning
Qmobile is one of such brands which has effectively positioned itself in the minds of its customers and has managed to establish a
strong customer base.
Qmobiles great success over the years since its inception is in
large part due to its marketing strategy.
They had well thought out marketing campaigns, targeted
advertisements and pricing, and clearly understood the core
market for their models.

video

Marketing Strategies
Celebrity endorsements ( Iman Ali, Fawad Khan, Shahid Kapoor,
Imran Abbas, Kareena Kapoor, Sonam Kapoor, Arjun Kapoor)
Product Placement ( Bulbulay, Jeeto Pakistan, Inaam Ghar)
The turning point for Qmobile came when they began using star
power and aired glossy adverts on television.
Qmobile caters to the lower and middle class audience, which
identifies with both Pakistani and Indian actors and actresses.

video

Marketing Research

Slow growth

Defining the problem and objectives

Primary data

Adaptation

Develop research plan

Collecting Information

51 respondents

Analyze the information

Graphs and Pie charts

Need product extension

Survey

Findings

Findings Contd

Findings Contd

Cont..

Decision

As marketing consultants we think product line

extension is a viable idea.

Consumer Market Analysis

Consumer base of Qmobile
Consumer base of Smart watches

STP Process

Segmentation of Qmobile

Income: Low to middle

World region: South Asia

Demographics

Geographic

Age: All most focus on youth

Country: Pakistan

Cities: All

Social class: Low to middle classPsychographic Lifestyles: Rural & Urban both
Behavioral

Benefits sought: Value for money

Loyalty: Hard-core loyal

Cont

Target
Market
Positioning

Low to middle income groups and class

Value for money
Youth

Youth oriented
Value for money

Segmentation of Smart watches

Classic

Sports

By product
type
Extension

By Application

Medical/health

Standalone

PA

Wellness

By operating system

iOS

Android

Windows

Cont..

Target
Market
Positioning

Age 16 40
Health conscious
Sports persons

Portable gadget
Monitors health changes
Youth oriented
Good for sports

Situational Analysis

Industry Analysis
Expected to grow to around $17.5 billion around the world till year
2020.
Product is still new to the market.
Customers are not currently aware of such technology
Asian regions - Highest adoption rate

Drivers

Rapid penetration evident - Increased sales

Fastest growing market - Asia Pacific
Health conscience - Fitness and sports devices
Advanced features
Low cost smartwatches in developing countries

Inhibiters
High costs
Battery life issues
Lack of customer awareness

Porters Five Forces Analysis

Competitor Analysis
Apple I watch

Samsung Galaxy
Gear

Moto 360

LG G Watch

Market Share

Highest - 47%

2nd - 20%

4%

8%

Price

$649 - $1099

$250 - $400

$150 - $350

$150 - $400

Focus

Differentiation
Quality, Innovative

OS - Tizen, Apps

Style, functional

https://www.idc.com/getdoc.jsp?containerId=prUS41611516

Innovative - Gone
cellular

Perceptual Map

Market Share

PEST Analysis
Political

Economical

Social

Technological

Instability
Security
threats
New
government
policies
Tax duties Increased costs

Inflation rate Set

appropriate
price for
targeted
customers
Exchange rate
- Yuan
appreciation in
import month,
costs goes up

Purchasing
power is low Offer phones
in low prices
Trend of touch
smartphones Qmobile taken
advantage

Rapid change
in technology
Updated
designs,
softwares,
features Affect
company's long
term decision
making
Have to be
proactive

SWOT Analysis
Strengths
- Long Time Battery
- Brand Name (Popular in youth)
- User Friendly
- Affordable prices
- Latest technology

Weaknesses
- Technical weakness
- Lack of trust from customers
- Perception problem
- Customer service

Opportunities
- Lead in market
- Smartwatch (New market segments)
- Emerging market segments
- Online market

Threats
- Competitors
- Price Wars
- Government regulations
- Economic conditions

Product Line Extension

QWATCH

Segmentation for Qwatch

Age
16 - 40

World region
South Asia

Social Class
Low to middle

Demographics

Geographical
Country
Pakistan

Psychographical

Income
Low to middle

Cities
ALL

Life styles
Urban

Segmentation cont

Benefits
Value for money

Behavioral

Product Type

Standalone

Operating System

Android

Loyalty
Hard-core Loyal

Target
Market
Positioning

Age 16 40
Health conscious
Sports persons

Portable gadget
Monitors health changes
Youth oriented
Good for sports

Consumer Benefit Ladder for Qwatch

Benefit

Attribute

Attribute

Attribute

Attribute

Standalone
Android OS

Health
monitor

3G

Sync with
smartphone

Works
without sim

Benefit

Alerts about
sudden changes
in health

Benefit

Connected
to internet

Stay
connected

Stay Healthy

Stay
updated

Value

Value

Value

Benefit

Notifications
& Alert

Keep in
touch

Value

Conclusion
Product line extensions are very important to revive a brand.
Extensions are important for stagnant brands to increase
adaptation and maturity stage.