Q Mobile Project PDF

ABSTRACT
WE ARE THE STUDENTS OF BBA (H)8TH

SEMSTER. WE HAVE BEEN ASSIGNED A
REASERCH PROJECT OF Q MOBILE BY OUR
TEACHER SIR MANAN.
Dell
Q MOBILE PROJECT
BBA 8 eve
PRESENTED To:
Sir Abdul Manan
PREPARED By:
Syed Rohail Aslam
BBA(H)3041
Email Adress:
[email protected]
Page 1 of 26
ACKNOWLEDGMENT
My first and foremost humble and gratitude to the ALLAH almighty for
giving me the valor to remain dedicated to make this Project.
Apart from it I take the opportunity to acknowledge the real efforts of:
First, we would like to thanks SIR Abdul Mananfor his valuable support
and encouragement which he has offered. His words of wisdom will
always be remembered, and we are convinced that the knowledge of
marketing that he has imported would go a long way and helping us all
through our professional career.
Secondly to our Class Fellows whosehave provided us with valuable
information which helped us a lot in completion of this project.
Syed Rohail Aslam 2015 , Roll Number 3041, BBA 8 eve ,[email protected]
Page 2 of 26
History of Cell Phone Sector:
T he worlds first mobile phone call was made on April 3, 1973,

when Martin Cooper, a senior engineer at Motorola, called a
rival telecommunications company and informed them he
was speaking via a mobile phone. The phone Cooper used, if you
could call it that, weighed a staggering 1.1kg and measured in at
228.6x127x44.4mm. With this prototype device, you got 30 minutes
of talk-time and it took around 10 hours to charge.
In 1983, Motorola released its first commercial mobile phone, known

as the Motorola Dyna TAC 8000X. The handset offered 30 minutes of
talk-time, six hours standby, and could store 30 phone numbers. It also
cost 2639 ($3995).
In the very early days of the mobile space handsets werent designed with
consumers in mind. Youd need a couple of thousand pounds to get hold of one,
and even then performance wasnt great. Back then, mobile phones were
designed with the likes of Gordon Gecko in mind, businessmen-types that drove
big Jags and flew Concord. Not your average Joe. Even at the start of the 1990s
this was still the case despite Nokia and NEC entering the fray. Nokias first
'handheld' mobile phone, the Mobira City man 900, launched in 1989 and
weighed just 800g a huge improvement over 1982s 9.8kg Mobira Senator
model.
1990 to 1995 represented an upward swerve in design and portability, with

mobile devices gradually starting to appear in the hands of average consumers for
the first time. By the late-1990s, mobile devices were fast becoming the norm
thanks to the following handsets
Page 3 of 26
1997 Nokia 6110:
Features:
Three games: Memory, Snake, Logic

Calculator, clock and calendar
Currency converter
Works as a pager
Profile settings
4 colors
1997 Motorola StarTAC:
Inspired by the communicator from Star Trek, this bad boy was the worlds
first clamshell handset. Another first for Motorola.
Page 4 of 26
Overview of Company:
The brand Q-MOBILE in Pakistan is brought to you by Digicom, a new entrant in
the industry but one with a long and successful history of brining and selling
innovative, high-end cellular technology to Pakistan.
With a futuristic vision and an exhaustive R&D at its helm, Q-Mobile has
successfully generated innovative technologies that have and will continue to
revolutionize the telecom consumer space.
From low-cost feature packed handsets to the bringing in the QWERTY Era, and
from Social Networking & high-end Music phones to the feature-based business
phones; Q-Mobile is on a mission to successfully overcome the technological
barriers and constantly engender complete mobile lifestyle solutions.
With a 360 degree advertising and marketing strategy sketched out, the company
has an optimistic outlook for the telecom consumer space. Currently present
across the country, the company plans to have an aggressive market incursion to
reach out to its customers throughout Pakistan; every village, every city.
Innovation, Cost-Effective, Credible and an Insightful R&D, have now become
synonymous to Q-Mobile in the telecom market.
Soon Q-Mobile will become a brand which people across the social strata will
relate and look up to for realizing their individual device preferences and other
out-of-the-box solutions.
2- Company Vision
The companys vision is to develop path-breaking
technologies and efficient processes that incubate newer
markets, enliven customer aspirations and continue to make
Q-Mobile a trusted market leader amongst people.
Mission
o Become no.1
o Keep it simple
o Do what you say
o Take the leap of faith
o Keep on checking
Page 5 of 26
3. Challenges
As, already there are number of telecommunication cell phones like Nokia, LG,
Samsung, China mobiles etc, so there will be huge competition in the market. As
our services are new in this sector we will face some challenges to stand in this
huge competition. On the other side as we are famous in low cost mobile phones
and we have good image in the minds of the customers, so it is easier to
convinces our customers to switch to our brand. Besides this there will be
difficulty in attracting new customers.
4. Target market:
The target market of Q-Mobile is as follows:
o Youth
o Sms conscious people
o Multimedia conscious people
o Middle class people
o Internet surfing people
5. Market mix of Q-mobile:
5.1 Product line 1 Linq series:
Linq LT10:
Camera 8 MP, LED Flash, Video, 2ndry 2 MP

Battery 2100 Miah
Memory 8GB built-in, 1GB RAM, micro SD card (supports up to 32GB)
o
Connectivity Bluetooth, USB, WLAN (Wi-Fi 802.11), GPRS, EDGE, 3G
3G Band WCDMA
Processor 1.2GHz Quad-core
OS Android 4.4 (Kit Kat)
Colors Black
Page 6 of 26
Linq LT150
Camera 8 MP, LED Flash, Video, 2ndry 2 MP

Battery 2100 Miah
Memory 8GB built-in, 1GB RAM, micro SD card (supports
up to 32GB)
Connectivit Bluetooth, USB, WLAN (Wi-Fi 802.11), GPRS, EDGE, 3G
y
3G Band WCDMA
Processor 1.2GHz Quad-core
Colors Black
Linq LT20:
Camera 16GB built-in, 2GB RAM, micro SD card (supports up

to 32GB)
Battery 3400 miah
Memory 16GB built-in, 2GB RAM, micro SD card (supports up
to 32GB)
Connectivit Bluetooth 4.0 with A2DP, USB, WLAN (Wi-Fi 802.11
y b/g/n, Wi-Fi Direct, hotspot), Hot knot, GPRS, EDGE,
3G (HSDPA + HSUPA)
3G Band HSDPA 850 / 1900 / 2100
Processor 1.7GHz Octa-Core cortex-A7ARM
Colors Black, White
Page 7 of 26
Product Line 2 Noir X Series:

Noir X900 16GB:
Camera 16.0MP, 4608 X 3456 pixels, autofocus, LED flash, Geo-tagging, touch
focus, face and smile detection, Video, 2ndry 8MP
Battery Non-removable Li-Po 2500 mAih battery
Memory 16GB built-in, 2GB RAM

Connectivity Bluetooth 4.0 with A2DP, USB (microUSB v2.0, USB On-the-go), WLAN
(Wi-Fi 802.11 b/g/n, Wi-Fi hotspot), GPRS, EDGE, 3G, LTE
3g Band WCDMA (900 / 2100)
Processor 2.2GHz Quad Core, Qualcomm Snapdragon 800, GPU Adreno 330
Os Android OS, v4.2 (Jelly Bean

Colors Black, White
Noir X450:
Camera 5MP, 3264 x 2448 pixels, autofocus, LED flash, Geo-tagging, Video, 2ndary
Battery 1950 mAh
Memory 8GB built-in, 1GB RAM, microSD card (supports up to 32GB)
Connectivity Bluetooth with A2DP, USB, WLAN (Wi-Fi 802.11 b/g/n), GPRS, EDGE, 3G
HSDPA, HSUPA
3g Band HTML5
Processor 1.3GHz Quad-core Cortex A7
Os Android OS 4.4 (Kit Kat)
Colors Black
Page 8 of 26
Camera 5MP, 3264 x 2448 pixels, autofocus, LED flash, Geo-tagging,

Video, 2ndary
Battery 1950 mAh
Connectivity Bluetooth with A2DP, USB, WLAN (Wi-Fi 802.11 b/g/n), GPRS,
EDGE, 3G HSDPA, HSUPA
3g Band HTML5
Colors Black
Product Line 3 i series:

Battery 1950 mAh
HSDPA, HSUPA
3g Band HTML5
Colors Black
Page 9 of 26
Q Mobile i7:
Battery 1950 mAh
HSDPA, HSUPA
3g Band HTML5
Colors Black
Product Mix:
Product Line 1 Linq Series
Product Line 2 Noir X Series
Product line 3 I Series
Page 10 of 26
5.2Price:
The phones that Q-Mobiles produce are usually sold at low prices(new phones can be expected to enter
the market at around Rs 30000+).Q-mobiles prices are usually competitor based, in such a way as, they
try to keep their prices a bit lower than those of the closest competitors, but not as low as the "smallest"
competition as consumers do not mind paying the extra money for the "extra quality"
They will receive with a well-known brand, such as Nokia
Page 11 of 26
5.3 Place:
Q-Mobiles phones are generally sold at all established mobile phone
Dealerships although they are also sold at other retailers and other electrical
suppliers. The product are only sold in the electrical suppliers and stores other
than dedicated phone dealerships after the introductory period so the phones can
remain limited edition, as this will encourage younger consumers to buy them,
Some of places of dealers are as follows
o Faisalabad
Mr. Ali
679-B, BATALA COLONI GORI PLAZA
SATIANA ROAD, FAISALABAD
Phone No. : 041-8715460
o Karachi
ATHER ALI
QMOBILE CUSTOMER CARE CENTER
AGA KHAN III ROAD, NEXT TO GIMINI MOBILE MKT,1ST FLOOR
KARACHI
Phone No. : 021-32711092-4
o Hyderabad
Mr. Fatah
BUNGALOW NO. 638 - B,
HYDERABAD
Phone No. : 022-3817944
o Peshawar
MR. RAFEEQ AHMAD
NBP BUILDING OPP. GUL HAJI PLAZA
UNIVERSITY ROAD.
PESHAWAR.
Phone No. : 091-5854524
Page 12 of 26
5.4
Promotions:
Promotion is a key element of marketing program and is concerned with
effectively and efficiently communicating the decisions of marketing strategy. It
influences the target consumers perceptions to facilitate exchange between the
marketer and the consumer. Some of the promotional strategies used by Q-
Mobiles are:
Advertising on TV:
Direct selling
Personal selling
Different offers
Motivating the channel(distributer margin)
Gifts, who purchases any Q-Mobile phone
6. Pest :
6.1 Political Factors:
Political factors include government regulations and
legal issues and define bothFormal and informal rules
under which the firm must operate. Some examples
include:
o tax policy
o employment laws
Page 13 of 26
o environmental regulations
o trade restrictions
o political stability
All these factors should be kept in mind while the functioning of the
Organization takes place. For the success of any organization political
Relations should be good so that it in favor of the development of the
Economy.
6.2 Economic Factors:

Economic factors affect the purchasing power of potential customers and the
firm's cost of capital. The following are examples of factors in the macro economy:
o economic growth
o exchange rates
o inflation rate
The present condition of the economy should be kept in the mind of the
Organization, and should contribute towards the development of the economy
6.3 Social Factors:

Social factors include the demographic and cultural aspects of the external macro
environment. These factors affect customer needs and the size of potential
markets.
Some social factors include:
o population growth rate
o age distribution
o career attitudes
o emphasis on safety
If Q-Mobiles want to have a huge market share then they have to learn the
condition of the society. They have to learn the demography of the
Pakistansociety. They should know the needs of the society and should provide
good quality services.
Page 14 of 26
6.4 Technological Factors:

Technological factors can lower barriers to entry, reduce minimum efficient
production levels, and influence outsourcing decisions.
7. SWOT Analysis:
7.1 STRENGHTS
User friendly
Long time battery
Second position in market
Brand availability
Well-known brand
Extra accessories
Wi-Fi
Wide model range
Touch screen
7.2 Weakness
Technical weakness
Small users
No information in rural areas
No awareness
Physiological matters
7.3 Opportunities:
Chance to lead the market
Smart phone(Symbian & android)
7.4 THREATS:
Local competitors
Price war
High end consumer (HTC ,Apple ,Motorola)
Uncertainty in the economic condition of Pakistan
Due to intense competition
Strong competitor
Page 15 of 26
Problem Statement of Q Mobile:

To identify customers purchase preference for Q mobile
Questionnaire
Dear Respondent,
We are the students of BBA (H) 8th semester. We have been assigned a research project by our teacher.
We want to collect some information from you. This is entirely an educational activity and no need to be
worried. Your cooperation will be highly appreciated.
Demographic Questions
What is your gender?
Male Female
What is your age group?
Less than 15 years 15 years but less than 30 years

30 years but less than 45 years 45 years but less than 60 years
What is your profession?
__________________"
Project Questions
Handsets of Q Mobile are updated with the latest features as compare to cell phones of other companies.
Agree Neither agree nor disagree Disagree
Handsets of Q Mobile are easily available in the markets as compare to cell phones of other companies.
Agreed Neither agree nor disagree Disagree

Handsets of Q Mobile have good battery timing as compare to cell phones of other companies.

Handsets of Q Mobiles are user friendly as compare to cell phones of other companies.
Handsets of Q Mobile have good design as compare to cell phones of other companies.

Handsets of Q Mobile come with reasonable price as compare to cell phones of other companies.
Handsets of Q Mobile have good quality as compare to cell phones of other companies.
Thank you for your nice cooperation!
Page 16 of 26
1. Gender :
Category Frequencies
Male 26
Female 24
Total 50
Less Than 15 years 8
15 years but less than 30 years 19
Page 17 of 26
Measuring of Mean& Central Tendency

Q #1.
1 represent to agree and 2 represent to
neutral 3 X f xf representdisagree
1 24 24
2 21 42
3 5 15
f =50 fx= 81
(fx)/(f) =81/50 =1.62
Interpretation value 1.62 represent that agree and near to neutral

x f fx X2 Fx2
1 24 24 1 24
2 21 42 4 84
3 5 15 9 135
f=50 fx=81 fx2=243
(fx2/f)-(fx/f)2= 1.4337
Page 18 of 26
Q:2
1 represent to agree and 2 represent to neutral 3 represent
disagree
x f fx
1 45 45
2 5 10
3 0 0
f=50 fx=55
(fx)/(f) =55/50=1.1
Interpretation value 1.62 represent that mostly agree and near to neutral
x f fx X2 Fx2
1 45 45 1 45
2 5 10 4 20
3 0 0 9 0
f=50 fx=55 fx2=65
(fx2/f)-( fx/f)2= 0.3
Page 19 of 26
Q:3
1 represent to agree and 2 represent to neutral 3 represent
disagree
x f fx
1 22 22
2 8 16
3 20 60
f=50 fx=98
(fx)/(f)= 98/50=1.96
Interpretation value 1.96 represent that mostly agree and near to disagree
x f fx X2 Fx2
1 22 22 1 22
2 8 16 4 32
3 20 60 9 180
(fx2/f)-( fx/f)2=0.915
Page 20 of 26
Q:4
1 represent to agree and 2 represent to neutral 3 represent disagree
x f fx
1 38 38
2 10 20
3 2 6
f=50 fx=64
(fx)/(f)= 1.28
Interpretation value 1.28 represent that mostly agree and

near to Neutral
x f fx X2 Fx2
1 38 38 1 38
2 10 20 4 40
3 2 6 9 18
(fx2/f)-( fx/f)2=0.530
Page 21 of 26
Q:5
x f fx
1 27 27
2 8 16
3 15 45
f =50 f x=88
(fx)/(f)=88/50=1.76
Interpretation value 1.76 represent that mostly agree and near to
neutral
x f fx X2 Fx2
1 27 27 1 27
2 8 16 4 32
3 15 45 9 135
(fx2/f)-( fx/f)2=0.8845
Page 22 of 26
Q:6
x f fx
1 43 43
2 6 12
3 1 3
f=50 fx=58
(fx)/(f)=1.16
Interpretation value 1.16 represent that mostly agree and near to neutral
X F fx X2 Fx2
1 43 43 1 43
2 6 12 4 24
3 1 3 9 9
(fx2/f)-( fx/f)2=0.1744
Page 23 of 26
Q:7
x f fx
1 14 14
2 8 16
3 28 84
f=50 fx=114
(fx)/(f)=2.28
Interpretation value 2.28 represent that mostly disagree and near to agree
x f fx X2 Fx2
1 14 14 1 14
2 8 16 4 32
3 28 84 9 252
(fx2/f)-( fx/f)2=0.8726
Page 24 of 26
Brand Ambassador:
8 Marketing strategy:
8.1 Geographic:
World region Asia
Country Pakistan
Cities Reach out maximum places
8.2 Demographic:
Age All age group
Gender Male, Female
Income All income groups
Occupation Every sector
Religion Irrespective of religion
8.3 Psychographic:
Social class Middle class of people
Lifestyles Urban, rural, and even far villages
8.4 Behavioral:
Benefits Quality
Loyalty status Strong
8.5 Competition:
Today two brand are directly competing Q-Mobile
Nokia
China
Page 25 of 26
9. Observations:
o Communication skills are strong.
o More concentration on marketing concept.
o Cooperative employees.
o Strong management.
o Attractive packages.
o Positive attitudes towards outsiders.
o Strong DMBS.
o Maximum career opportunities for employees.
10. Recommendations:
o Improve the software quality
o Use cut price strategy to retain the customers.
o Provide frequency programs more and more.
o Increase its market share.
o Improve the Qwerty keypad type mobile to compete the Nokia
N series.
11.Conclusion:
Company is flourishing day by day but due to the recession in Pakistan it
also suffering. Companys strategies are very suitable. Company should
invest more on advertising to retain its customer. Company should pay
more attention to its issues and should review.
12Appendixes:
o For information we went to Q-Mobiles dealers Renala Khurd.
o We visit Mobile market Bazar to get information about Q-Mobiles Products.
o We also meet different youth groups to get more information about Q-
Mobiles particularly.

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ABSTRACT

WE ARE THE STUDENTS OF BBA (H)8TH

History of Cell Phone Sector:

T he worlds first mobile phone call was made on April 3, 1973,

In 1983, Motorola released its first commercial mobile phone, known

1990 to 1995 represented an upward swerve in design and portability, with

1997 Nokia 6110:

Three games: Memory, Snake, Logic

1997 Motorola StarTAC:

Camera 8 MP, LED Flash, Video, 2ndry 2 MP

Processor 1.2GHz Quad-core

OS Android 4.4 (Kit Kat)

Camera 8 MP, LED Flash, Video, 2ndry 2 MP

Processor 1.2GHz Quad-core

OS Android 4.4 (Kit Kat)

Camera 16GB built-in, 2GB RAM, micro SD card (supports up

Product Line 2 Noir X Series:

Memory 16GB built-in, 2GB RAM

Os Android OS, v4.2 (Jelly Bean

Memory 8GB built-in, 1GB RAM, microSD card (supports up to 32GB)

Camera 5MP, 3264 x 2448 pixels, autofocus, LED flash, Geo-tagging,

Memory 8GB built-in, 1GB RAM, microSD card (supports up to 32GB)

Product Line 3 i series:

Memory 8GB built-in, 1GB RAM, microSD card (supports up to 32GB)

Memory 8GB built-in, 1GB RAM, microSD card (supports up to 32GB)

6.2 Economic Factors:

6.3 Social Factors:

6.4 Technological Factors:

Problem Statement of Q Mobile:

What is your gender?

Less than 15 years 15 years but less than 30 years

Agreed Neither agree nor disagree Disagree

Agree Neither agree nor disagree Disagree

Agree Neither agree nor disagree Disagree

Agree Neither agree nor disagree Disagree

Agree Neither agree nor disagree Disagree

Thank you for your nice cooperation!

Less Than 15 years 8

15 years but less than 30 years 19

40 years but less than 45 years 12

45 years but less than 60 years 11

Measuring of Mean& Central Tendency

(fx)/(f) =81/50 =1.62

Interpretation value 1.62 represent that agree and near to neutral

f=50 fx=81 fx2=243

f=50 fx=55 fx2=65

(fx2/f)-( fx/f)2= 0.3

Interpretation value 1.28 represent that mostly agree and

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