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
[Link]
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.
