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Digicom Q Mobile

Q Mobile was launched by DigiCom as a new brand of LG phones to re-enter the Pakistani market. Q Mobile develops affordable smartphones with high-end features to target lower-income consumers. After testing initial models in Karachi, Q Mobile saw success and entered the growth stage of its product lifecycle. While building on LG's experience and improved distribution, challenges include lack of brand recognition, competition from other brands, and risks from political instability in Pakistan.

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3K views17 pages

Digicom Q Mobile

Q Mobile was launched by DigiCom as a new brand of LG phones to re-enter the Pakistani market. Q Mobile develops affordable smartphones with high-end features to target lower-income consumers. After testing initial models in Karachi, Q Mobile saw success and entered the growth stage of its product lifecycle. While building on LG's experience and improved distribution, challenges include lack of brand recognition, competition from other brands, and risks from political instability in Pakistan.

Uploaded by

mallickantonio6559
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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DIGICOM

Q Moblie

New Product Development and Product Life


cycle Strategies

Muhammad Ajaz Awan


Muhammad Nawaz Khan (3192)
Syed Sameer Ahmad Jafri (3202)
Muhammad Adnan Malik
Objectives
 Q Mobile develops new quality cell phones for its
consumers.

 Q Mobile gives life style oriented products.

 Q Mobile provides a new technology in low prices.


Introduction
 LG is renowned in cell phone industry. They re-
launched their Cell phone accessories with a brand
name of Q mobile under a new company DigiCom.
New Product Development
 Development of original products, product
improvements, product modification and new
brands through R & D efforts.

 Q mobile introduces complete new brands with


new features rather than doing modification.
Product Development Process
Idea Generation
 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 a complete different brands under a new
banner Q mobile.
Idea Screening
 They come up with different product ideas but the
idea they finalized was to introduce a cell phone
range with all the salient features of a Blackberry
in affordable prices for every one.
Concept Development and testing
 Surveys were done in major cities of Pakistan to
take the view point of an average cell phone
consumer in Pakistan.

 Q mobile import the technology from Korea it was


their R & D Labs efforts which done further
enhancement.
Marketing Strategy Development
 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
 Q mobile started with an investment of 25 million
rupees and Now 100 million rupees stock is in
hand.

 Q mobiles estimated their profitability in next year


approx 50 million.
Test Marketing
 Before launching the Q mobiles, they were first
introduced in Karachi only to check the customer’s
response.

 50 mobiles were given to their main distributor


(Gabba Communication) and they were sold all
their mobiles in just 2 days.
Commercialization
 Q mobile have come up with several catchy
advertisement in print and electronic media to
capture the public attention.

 Though the main focus is to spend money on


Brand distribution rather than too much lavish
spending on advertisements.
Product Life Cycle Stage
 Q mobile have successfully crossed the mature
stage of product life cycle and now entered into
Growth stage.

 Sales figures shows that Q mobile have greatly


accepted by the public and its sales and brand
image is growing rapidly.
Strengths
 Experience workforce of LG mobile is transferred
to Digicom which is a big strength for the
company.

 Improved Sales Distribution channel across the


Pakistan.
Weakness
 Unknown entity in the market

 Lack of Promotion

 Not much expansion left in the market.


Opportunities
 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.
Thank You

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