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 cater each each segm segmen ent, t, Exper Experien ience ce workf workforc orce e of LG mobil mobile e is trans transfer ferred red to
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DIGI DIGICO COM M whic which h is a big big stre streng ngth th for for the the comp compan any y and and Impr Improv oved ed Sale Sales s 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 rela relati tive vely ly new new play player er in the the mark market et.. It has has only only been been ther there e for for one one year 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 •
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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, reliabil reliability, ity, and durabilit durability. y. Compan Company y has to increas increase e distribut distribution ion coverage 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 important which is monitoring 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.
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