Consumer Behavior

Complex buying behavior

Consumer of Q Mobile is majorly belong to low end
customer so they are always highly involved in purchase
Cell phone purchase is infrequent
Also, its expensive for Q mobile customers.

Consumer Behavior
Dissonance Reducing Buying Behavior
Middle and High End Customer of Q Mobile majorly
create dissonance
Too many brand are available in Smart phone category in
similar price
Buying an smart phone is also expensive purchase

Defining Value

Segmentation

Targeting

Positioning

Defining Value
SEGMENTATION
Geographic: Pakistan (Rural and Urban)
Demographic: Age and Lifecycle: Age group from 18 to 50
Gender: Male and Female Both
Income: Catering to all income groups starting from price Rs.
15,00 to Rs. 45,000
Occupation: White and Blue collar profession

Defining Value
TARGETING
Differentiated
Marketing

Defining Value
POSITIONING
QMobile has positioned itself to meet the demands of
the Pakistani market, designing innovative and specific
technologies that suits the region on the whole.
QMobile believes in empowering Pakistan towards
better efficiency, and bringing new, innovative
directions to the local cellphone industry.

PointsPoints
ofof Parity
/ Difference
Parity for Low End
Points of Difference
Customer (2000 PKR 3500 PKR)
More than 110 Mobile in this Range
Functions

Price (Value for Money)

Better Battery (X4)
Better Sound Speaker (S200, R740)
TV Mobile (B100) TV Jaib Mai
Better Camera (R1000)
MANY MORE

Applications

User Friendly

Features

Availability
Customer Service
Reliability

Points
of
Parity
/ Difference
Points
of Parity
for Middle End
Points of Difference
Customer (4000 PKR 14000 PKR)
Functions

Price (Value for Money)

>5 Inch Screen
Faster Operating Speed
Better Memory
13 MP Camera
HD Video
3 GB Ram
(Z 10, LT 700 Z 12)

Applications

User Friendly

Features

Availability
Customer Service
Reliability

PointsPointsofof Parity
Parity
/ Difference
for High End
Points of Difference
Customer (15000 PKR 25000 PKR)
Functions

Price (Value for Money)

>5 Inch Screen
Faster Operating Speed
Better Memory
13 MP Camera
HD Video
3 GB Ram
(Z 10, LT 700 Z 12)

Applications

User Friendly

Features

Availability
Customer Service
Reliability

Perceptual Map

High Quality

Low Price

Samsung
, Apple

High Price

Q Mobile

Voice
Oppo

Low Quality

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Value Proposition
More for Less
QMobile is a prominent brand with customer recall all
over the country offering Smart phone, Bar Phone,
Windows phone and QWERTY Phone at reasonable
prices with the best value for money proposition.
Q-Mobile has built itself a strong image in the market,
because it provides fairly high-end features at prices
affordable for most Pakistanis.

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