QMobile is a Pakistani mobile phone company established in 2009. It aims to offer affordable yet high-quality smartphones and basic phones. The document discusses QMobile's marketing mix - their products include over 350 models across different categories priced affordably. It promotes through celebrity endorsements, sponsorships, and TV ads. While this strategy has made QMobile the top smartphone brand in Pakistan, some of its practices like limited storage, outdated software, and revealing ads raise ethical concerns. The document recommends QMobile focus more on quality and cultural sensitivity to address such issues.

2. QMobile
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QMobile
Table of Contents
Vision:...........................................................................................................................................................3
Mission: ........................................................................................................................................................3
A brief about QMobile Pakistan: ..................................................................................................................3
A brief introduction about Marketing Mix: ..................................................................................................3
Marketing Mix ..............................................................................................................................................3
Product..........................................................................................................................................................3
Price ..............................................................................................................................................................4
Place..............................................................................................................................................................4
Promotion......................................................................................................................................................4
Physical Evidence.........................................................................................................................................4
People............................................................................................................................................................4
Process ..........................................................................................................................................................5
Discussion about the ethical implications of QMobile .................................................................................5
Products: .......................................................................................................................................................5
Price ..............................................................................................................................................................9
Promotion....................................................................................................................................................10
Place:...........................................................................................................................................................12
Recommendation: .......................................................................................................................................12

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Company Profile
Vision:
Empower our customers to connect with the world around them through a telecommunication
medium that spells quality at affordable rates.
Mission:
To establish brand loyalty and high revenues through customer loyalty by offering innovation,
quality and reliability with excellent customer care.
A brief about QMobile Pakistan:
Innovation is QMobile. It is Pakistan’s quality brand that offers its users affordability and
reliability all at once. Excellent customer care with features that spell customer convenience, make
QMobile stand at 1st position in the mobile phone markets here in Pakistan. QMobile’s range of
stylish yet innovatively advanced mobile products provide affordable touch screens, QWERTY,
WiFi and Android OS smart phones, catering to customers who are looking out for advanced
quality and features at prices that are extremely affordable.
A brief introduction about Marketing Mix:
Marketing Mix
The marketing mix is . . . The set of controllable
tactical marketing tools – product, price, place,
and promotion – that the firm blends to produce
the response it wants in the target market.
Product
Product means the goods-and-services
combination the company offers to the target
market.
For many a product is simply the tangible,
physical item that we buy or sell. You can also
think of the product as intangible i.e. a service.
In order to actively explore the nature of a product further, let’s consider it as three different
products – the CORE product, the ACTUAL product, and finally the AUGMENTED product.
The Product Life Cycle (PLC) is based upon the biological life cycle. For example, a seed is
planted (introduction); it begins to sprout (growth); it shoots out leaves and puts down roots as it
becomes an adult (maturity); after a long period as an adult the plant begins to shrink and die out
(decline).

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The Customer Life Cycle (CLC) has obvious similarities with the Product Life Cycle (PLC).
However, CLC focuses upon the creation and delivery of lifetime value to the customer i.e. looks
at the products or services that customers NEED throughout their lives.
Price
Price is the amount the consumer must exchange to receive the offering.
The company’s goal in terms of price is really to reduce costs through improving manufacturing
and efficiency, and most importantly the marketer needs to increase the perceived value of the
benefits of its products and services to the buyer or consumer.
Place
Place includes company activities that make the product available to target consumers.
Place is also known as channel, distribution, or intermediary. It is the mechanism through which
goods and/or services are moved from the manufacturer/ service provider to the user or consumer.
Promotion
Promotion includes all of the activities marketers undertake to inform consumers about their
products and to encourage potential customers to buy these products.
Promotion includes all of the tools available to the marketer for marketing communication. As
with Neil H. Borden’s marketing mix, marketing communications has its own promotions mix.
Whilst there is no absolute agreement on the specific content of a marketing communications mix,
there are many promotions elements that are often included such as sales, advertising, sales
promotion, public relations, direct marketing, online communications and personal selling.
Physical Evidence
(Physical evidence is) . . . The environment in which the service is delivered, and where the firm
and customer interact, and any tangible components that facilitate performance or communication
of the service.
Physical Evidence is the material part of a service. Strictly speaking there are no physical attributes
to a service, so a consumer tends to rely on material cues. There are many examples of physical
evidence, including some of the following buildings, equipment, signs and logos, annual accounts
and business reports, brochures, your website, and even your business cards.
People
(People are) . . . All human actors who play a part in service delivery and thus influence the buyers’
perceptions; namely, the firm’s personnel, the customer, and other customers in the service
environment.

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People are the most important element of any service or experience. Services tend to be produced
and consumed at the same moment, and aspects of the customer experience are altered to meet the
individual needs of the person consuming it.
Process
(Process is) . . . The actual procedures, mechanisms, and flow of activities by which the service is
delivered – this service delivery and operating systems.
Discussion about the ethical implications of QMobile
Products:
QMobile (stands for Quality
Mobile) is a mobile phone
company was first established in
2009 and became the largest
smartphone company of
Pakistan. This is the first
smartphone company from
Pakistan to enter the most
saturated market of smartphones
across Pakistan and across the
globe. QMobile uses the
technique of mass production
and since its establishment
produced more than hundreds of
mobile primarily targeting the
middle and lower income
earning population of Pakistan.
Currently, QMobile made the sales revenue of Rs.1.5billions as according to the published
financial reports of the company.
Although, currently QMobile is producing almost 353 different phones but fortunately they are
divided up in 5 broader categories which include Smartphones, Windows Phones, Bar Phones,
Touch Screen and Qwerty keyboard phones..
QMobile is famous for producing smartphones which is a type of mobile phone with an advanced
mobile operating system which combines features of a personal computer operating system with
other features useful for mobile or handheld use. One of the most famous smartphone series of
QMobile is Noir series. QMobile is well known to spend millions of rupees on the advertisement
by hiring famous Bollywood actress Kapoor of the Noir series by capturing consumers mind as

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according to them this is one of their premier quality of phone with a fairly reasonable, and with
extensive features which we can find in Samsung Galaxy Series. However, there are certain
positive ethics and as well as negative ethical things that are related to QMobile:
Ethical Decisions regarding products of QMobile:
All smartphone features
You get the best of smartphone features in them, from Wi Fi
to Bluetooth, to face came and dual LED Flash, dual core,
quad core and off course the latest Android versions all the
features are present inside the mobiles which are listed in the
manual or box.
Variety
QMobile has over 353 products to choose from, starting from
the basic bar phones, QWERTY ones and the huge
smartphones. So there’s obviously one for you out there.
Variety increases customer choice and customers can choose products according to their incomes
which surely becomes ethical decision to produce variety of products.
Dual SIM
I never knew how simple it was to use the dual SIM feature till I started using Q Mobile. Now I
don’t have to carry two mobile phones and two different kinds of chargers everywhere. The dual
SIM has some very nice features in the OS itself. Consumers welfare is increased with the
enhancement of Dual Sim facility.
Synchronization Software
QMobile has its very own sync software available at their website for backing up data and contacts
on your PC. Besides this it also offers a host of features like sending SMS etc. This is creating ease
amongst the consumers and help them secure and backup their data which is in line with addressing
ethical issues.
They claim quality stuff
I think the quality is quite good. Off course it doesn’t compare to the latest Samsung S4 or anything
like it but it does carry the bells and whistles. The touchscreen is quite responsive, the apps work

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just fine, A10 has dual core and now the latest ones I hear have quad core which all comes at a
very low price.
Unethical Decisions regarding products of QMobile:
Lackluster User Interface(UI)
QMobile spends an enormous budget on expensive ads that often feature popular Bollywood
stars but unfortunately the company doesn’t seem to work too hard on the UI of their
smartphones. The latest offering, QMobile Z6 comes with the new Amigo UI, an interface that
has been used by Gionee high end smartphones. This interface is better than the previous ones
but it still needs improvement. QMobile needs to invest time and money to improve the UI and
bring it up to par with the interfaces of the top brands. As it is, most users will find the UI to be
frustratingly unimpressive after they will actually buy the products. As QMobile try to advertise
their so called “Quality Products”, however they don’t seem to provide quality when it comes to
their UI and hence, end up being unethical.
Limited memory; Phone storage and Internal storage
Most of QMobile smartphones have a limited memory of up to 4GB when even the budget phones
nowadays come with 16GB option. With 4GB internal memory you are looking at a very limited
number of applications and once you have exhausted the space, you will continuously be plagued
by messages of low memory which are sheer nuisance. To further worsen the situation, this low
internal memory is divided into Phone Storage (1.33 GB) and Internal Storage (0.98 GB). The
Phone Storage is for contacts, messages, calls etc., and the Internal Storage is for apps themselves
or their data. This means that the Phone Storage part of the memory is rendered practically useless.
The smartphones do have an option of extending the storage with an external micro-SD card
(which you get one with the phone), but every app that you install requires some of its data to be
saved in the internal storage. There soon comes the time when your internal storage gets filled and
has no more space for data, which of course prevents you from downloading more apps, even if
you have plenty of space left in your micro-SD card.

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This division of space by QMobile thus creates problems for smartphone users, making it
impossible to enjoy a QMobile. So, low price also results in poorest quality.
Bloatware
Low internal memory is bad as it is but QMobile makes it worse: welcome to the world of some
of the worst bloatware you will find in phones. There is a plethora of useless applications that
come pre-installed in the QMobile which, by the way, can’t be uninstalled. So QMobile not only
gives you a low memory to deal with, but manages to divide it unfairly and then to further
exacerbate the situation, it fills the remaining memory with bloatware that most seasoned Android
users will consider completely useless; how pathetic is that? All that glitters is not gold after all.
Battery problems

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No doubt QMobile smartphones have one of the
long lasting batteries, with energy saving
capacities higher than almost all of their
competitors, but there are some battery problems
concerning the users over time.
The battery percentage drops very normally from
100 to 50, but below 50, it gets unpredictable. The
percentage drops down real fast, especially after
40% it dives to 15% within almost half an hour of
usage, making the battery unpredictable.
QMobile is still stuck at Android 4.2 JellyBean
Really now, we are talking about Android L at this point in time and manufacturers like Xiaomi
have already made products like Mi4 which feature the new navigation buttons that will be used
in Android L but QMobile still seems stuck at 4.2 JellyBean. It seems rather stupid to release an
Android flagship in 2014 (Noir Z6) without pre-installed Android KitKat 4.4.2. Does QMobile
think its users aren’t tech savvy enough to care or are they simply not ready to spend time
customizing KitKat 4.4.2 to create a better UI? Regardless, the fact that QMobile is still stuck at
JellyBean while the world has long since moved on is very annoying.
Price
QMobile smart phones, tablets, and bar phones are available at economical prices all over Pakistan.
Loaded with wide range of amazing features, specs, and apps QMobile has gained popularity in
the local market. They are priced economically keeping in view the local public requirements.
QMobile has worked on innovation to improve the quality of the devices. HamariWeb gives you
an opportunity to keep you updated with the latest and upcoming QMobile phone prices in
Pakistan. We offer the best and genuine prices for all the QMobile devices.
Ethical Decisions regarding price of QMobile:
They are inexpensive
I won’t call them cheap but inexpensive is the right word. A Q Mobile with a monstrous 5” screen
like the A 10 costs like Rs. 15,000 which other Android powered phone with an 8 MP cam, dual
flash, face camera, and all other bells and whistles can you find in this price range? None.
 Q-Mobile Produce are usually sold at low price
Value for Money

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Q Mobile offers best value for money. If you buy the latest Samsung S4 for Rs. 64,000 today, by
the end of month its value will have depreciated to Rs. 50k and sure enough in a year’s time it will
sell for around Rs. 40 k or less. You end up losing more money. But with for a top of the
line QMobile which you bought for Rs. 19 k how much will you loose? Even if you loose 50 % in
a year it’s still worth it.
 Q-mobile are usually competitor based they try to keep their prices a bit lower than those
of the closest competition
Unethical decisions regarding price of QMobile:
Customer Deception
QMobile tries to deceive innocent customer through their psychological pricing.
 Few example are Given below:
 Q-Mobile Noir A34 Rs: 7,999/-
 Q-Mobile E950 Rs: 3,999/-
 Q-Mobile E787 Rs: 2,499/-
 Q-Mobile Noir A100 Rs: 7,999/-
 Q-Mobile A2 Rs: 6,599/-
Over pricing due to heavy promotional expenditure
As they hire many celebrities in their promotional ads so they have to bear much expenses in this
regard. Due to heavy expenditure on such promotional ads they increase price of their product
price to cover all those expenses, which is quite unethical.
Overpriced as compare their quality
QMobile products are extremely overpriced in comparison to their products quality. Let us take
the example of a mobile from Noir Series which is priced Rs. 40,000, the cost that will incur to
manufacture that mobile will be about Rs. 18,000. QMobile is almost charging the profit of more
than 100% for their products and seriously exploiting the population seriously.
Promotion
Ethical decisions regarding promotion of q mobile:

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Sponsorships
QMobile is one of the most prominent sponsors of the
Pakistan Super League (PSL). This was one of the great
measures that has been taken by QMobile to revive the
cricketing culture within Pakistan. Previously, cricket
was discouraged by the international bodies within
Pakistan due to the political instability and lagging
security within Pakistan. This was one of the most
ethical measure that has been taken by the QMobile to
sponsor Pakistan Super League.
Backed by Guarantee.
Yes, you get warranty and back up support. In case it goes wrong, just send it to Q Mobile for
repairs. I got my Q Mobile screen replaced after it cracked in about two weeks’ time. They have
service centres all around the country.
Gifts distribution in Amir liaqat show:
Q mobile is doing his promotion in very effective way by distributing many gifts in Amir liaqat’s show. In
this show many people from middle and poor class which are indeed needy gets many gifts from q mobile.
Unethical decisions regarding Promotion of QMobile:
Direct Selling
QMobile is using the means of direct selling to sell their
mobile to the customers through their salesmen and retail
outlets. Salesmen sometimes put extra pressure on the
customers and their influence to sell cheap and power quality
of products.
Advertising On T.V

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Pakistan is Muslim majority country. In this country, people
have their strong Islamic culture and values. In the
advertisements of Q Mobile, they don’t care the believes of
Muslims about veil. Females hired in the QMobile ads expose
their bodies to attract customers of all ages which is quite
unethical. Recently QMobile spends millions of rupees on
the advertisement by hiring famous Bollywood actress
Karenna Kapoor. By hiring those actor’s Qmobile not
only destroying the culture of Pakistan but they also
burden up the customer to cover those costs. They
always show dance and songs in their ads to promote
their mobiles instead of showing recitation of Quran
according to Islamic culture. So, because of these ads
they also pushing young generation towards vulgarity and foreign cultur e.
Different Offers
QMobile give various offers and discounts on their products in order to attract customers to their cheap and
poor quality products. In order to increase the sales turnover ratio, they try to sale out their plied up
inventories to the customers via giving apparently looking best offers just to sell their products but
eventually customers lose because of the poor and outdated quality of products.
Place:
Ethical decisions regarding Place of QMobile:
Q-Mobile phones are generally sold at all established mobile phone dealership although they are
also sold at other retailers and other electrical suppliers. As this will encourage younger consumer
to buy them.
Unethical decisions regarding Place of QMobile:
QMobile outlets are generally situated at rushy places which makes it difficult to purchase mobiles
from the outlets. They are also situated at the places where it becomes so difficult to park the cars
and it also creates the traffic problems and make the place extremely busy.
Recommendation:
Marketers should always consult the following guidance levels :

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Statutory regulation of the countries they operate in as well as the current self-regulation in their
profession and industry. Those regulations are a first condition to ensure ethical marketing
practices but are not sufficient.
Internal procedures are to be set to guarantee conformed marketing practices. Such a procedure
should be compulsory and systematic. This process would imply that every marketing decision has
to be submitted to a ‘ETHICS check’ before it is implemented (e.g.: before a product launch, an
advertising campaign, a change in prices…). The ‘ETHICS check’ stands for:
E – Effect: does the decision harm anyone?
T – Transparency: does the company mind if the decision is disclosed publically?
H – Harmony with regulations: does the decision conform to statutory and self-regulations?
I – Interests: is the decision in the long-term interest of the firm?
C – Consumers: would consumers consider the decision as fair?
S – Sovereignty: is consumers’ purchasing sovereignty respected?
The marketing campaigns could only be launched if they pass the ‘ETHICS check’.
Pre-tests with consumers could also help marketers implement more ethical marketing decisions.
Marketing projects should be systematically submitted to a consumer’s sample to check how
consumers react to the projects and make the required changes in case consumers declare the
projects not conformed to ethics on their points of view. Asking consumers’ opinions before the
effective implementation of marketing decisions seem the most appropriate way to ensure ethical
marketing practices.