DIGITAL MARKETING

Q-MOBILE

10-October-2018
HAFSA SHAH SEHRISH BATOOL
 Develop a Digital Plan

If you were the digital manager for Q-Mobile and had to come up with one idea to
create a behavior change and making SEC A above to use your brand, what will that
strategy be and how will you be able to create the Revolution.

Introduction

To understand how to attract SEC we need to understand what the SEC A looks for
when choosing cellphones?

1. The SEC A looks pursues social status and buys products that are in-line with
social status.
2. The SEC A class is well educated and looks at the specifications i.e. the camera,
the screen resolution, the feel of the touch screen, dual sim phones as some
businessmen or employed individuals have multiple numbers.
3. Price is not a factor as the SEC A has high income, they choose quality over
price.
4. SEC A has two choices to make between Apple (iOs phones) or Samsung,
Huawei (Android phones). The decision to choose iOs or Android is based on
personal preference, familiarity and ease of use.

Basis of our digital business plan?

We asked a question on Tech-Aches and Soul Bitches, “If you were going to buy a Q-
mobile tell us why. If not, share your reason why?”

Tech-Aches

Is a group of around 24,000 members, most of which are men, they are educated, they
care about specifications, quality of tech products, they are well aware and the men
who answered our question have personally used Q-Mobile and other cellphones, thus
their input was valuable to coming up with our business plan.

Soul Bitches

Is a group that consists of around 20,000 members, most of which are women, they are
educated, they care about quality and social status.

Responses

Tech-Aches: If you were going to buy a Qmobile tell us why. If not, share your reason
why?
Response 1:

Fayez Najeeb complained

about the specifications and
quality of the Q-Mobile phones.
He also pointed out that the
competitors of Q-Mobile are
better and priced almost the
same.

Conclusion: Poor image of Q-

Mobile in the mind of the
consumer.
Response 2:

Osama Abbasi pointed out that

Q-Mobile used to have a hold
of the market in the range of Rs
5000 – 25000 range but after
competition got tough and the
quality of the Q-Mobile, the
mobile could not compete with
its competitors.

Conclusion: Poor image of Q-

Mobile in the mind of the
consumer.

Response 3:
 Faizy Farooq pointed out that
Q-Mobile has good features
but they have poor after sales
support and poor build quality
of the actual product.

Conclusion: Poor image of Q-

Mobile in the mind of the
consumer, in terms of after sales
support and build quality.

Response 4:

Babar Noman pointed out that

Q-Mobile has a different kind of
advertising that does not target
him.

Conclusion: Poor image of Q-

Mobile in the mind of the
consumer, in terms of
advertising.

Response 5:

Fatmah Shah Jilani said that she

would use Q-Mobile but as a
spare phone.

Digital idea to create behavior change of SEC A as a digital Manager

Image Improvement

Q-Mobile has a poor image in the mind of its consumers in terms of:

1. Quality of their mobile phones

2. After sales support
3. Software updates
4. Advertising
5. Bad reviews and bad word of mouth
A digital marketing manager is responsible for developing, implementing and
managing marketing campaigns that promote a company and its products and/or
services. He or she plays a major role in enhancing brand awareness within the
digital space.

Image Improvement – The Digital Message

Introduction

For image improvement digital manager should be well-versed in paid social media
advertising, especially through Facebook or a similar social platform that our company
uses regularly. They need to be able to understand and implement Facebook analytics
and insights, create "lookalike" and custom audiences, experiment and test creative
campaign and images, paid social media advertising expertise, sales skills, specific
marketing channel expertise, the ability to think objectively and a mix of creativity and
analytical abilities.

Steps for Image Improvement – Digital Message

1. Reviews and testimonials from businessmen such as Shahid Afridi

2. Technical digital sales support 24/7 (customer can launch complaints if mobile
stops working)
3. Replacement warranty
4. Positive posts and reviews by social media leaders

Digital platforms that we will use to send the message to improve Q-Mobile’s image –
Digital Medium

Digital platforms that we will use to send the message to SEC A class, to encourage the
use Q-Mobile:

Websites (Tech bloggers)

 Amir Atta From – (Propakistani) (tech & telecom, business, auto, sports,
education, aviation, etc.)
 Bilal Ahmad From – (Techmaish) (WordPress, SEO, social media, gadgets, etc.)

Facebook (Group owners)

 Tech-Aches (23,732 members)

 Soul bitches (20,000 members)
 Soul Sisters Pakistan (116,000 members)
 Mobile sale groups (Average is 25,000 – 50,000 per group)
For better improvement digital manager should be always up to date for social media
must checks emails, updates clients page, give response and feedback, keep up
dating the new ideas and change, share interesting news and must comments them
and reply them of social media sites.

Must have strong Strategic planning, tactics and execution, community management,
understand how content work on social web, optimizing content and technology,
creative mindset, leadership and communication skills.