Assignment of Strategic Marketing Management

Title of Assignment
Analysis of Product involvement,
Brand involvement & Brand spectrum
Submitted To
Dr. Zeenat Jabbar
Submitted By
Farhana Ameer
(MBA17 Finance 1.5)
Nazneen Afzal
(MBA Finance 1.5)
Saira Kokab
(MBA Finance 1.5 year)

North Star by Bata

N-Dure
by
Servis

Metro Shoes

North Star
by
Bata

Hush Puppies

Digger
by
Borjan

Main product is North Star by Bata & other four are its competitors in
market.

Product Involvement
Product involvement of shoes is not too high it is considered to be a middle involvement product.
because generally people go to shoe store try shoes by their choice if they feel comfortable with
that piece of product they buy it otherwise they leave that product even if they buy it and after
trying at home & feeling not easy they will go back to store and exchange that product. They
spend less money & time on purchasing shoes.

Brand involvement
Evoked set: Hush Puppies & Digger by Borjan are major leading competitor in market for North
Star by Bata because they also provide same categories of shoes with target of specific buyers
which can afford that product.
Inert Set: North Star by Bata & N- Dure by Servis
Inept Set: Metro shoes also provides same categories of shoes but as compare to other 4 brands
its products having less verity and not too good.

Brand Spectrum

Hush Puppies
Digger by Borjan

North Star by Bata

N-Dure by Servis

Metro
Shoes

Brand spectrum is related to MindShare for example Bata & Servis is market leaders in
casual & school shoes but people think Hush Puppies and Borjan is considered as best
brands.

Farhana Ameer
MBA17 (Finance)/1.5

NAZNEEN AFZAL
ROLL NUMBER 41556
MBA 1ST SEMESTER

Q MOBILE Z14
INTRODUCTION
About Company: QMobile is a Karachi based consumer electronics private company which
markets smartphones in Pakistan. It is the largest smartphone brand in Pakistan with an estimate
of one million mobile phones sold annually. The name QMobile stands for "Quality Mobile" and
was launched in 2009 by Mutuza Khan. Being the first local mobile phone company to enter a
saturated market, it has penetrated quite deeply. QMobiles are popularly known from their low
and mid-ranged smart and mobile phones. QMobiles range of devices includes some tablets and
dozens of phones including touchscreen, QWERTY, WiFi all running Android OS.

About Q mobile Z14: QMobile brings appealing Noir Z14 with some up to date
technological features. The device is made for those top notch high school geeks that want a
high-end device with-in reasonable price. QMobile Noir Z14 has 5.5" HD IPS capacitive touch
screen that is filled with 16M colors and 1080 x 1920 pixels resolution. Device carries modified
screen that also supports multi-touch. QMobile's Noir Z14 packs octa core processor that clock at
1.8 GHz. 4 GB of RAM is also attached with super fast MT6755M chipset to bring QMobiled
experience in switching applications and multi-tasking. QMobile Noir Z14's 32 GB internal
memory is enough to store all necessary applications with tons of music and videos but if you

feel that you need to expand the memory of your device then QMobile Z14 has dedicated slot for
micro-SD card that supports up to 128 GB. This device support both 4G LTE and 3G network to
give you lighting fast internet for streaming videos. QMobile Noir Z series is one of the best
series that brings Noired experience for its user. This device is fabricated with dual SIM network,
one slot support nano SIM while other support micro SIM and both works simultaneously.
QMobile Noir packs 3130 mAh battery that ensure the backup time of two days for average
users. This device is available in gold color with flat grip that provide comfort while holding
Noir's Z14 in palm of your hand. 13 MP back camera is featured with many updated functions
that make the images more alive and attractive. Auto mode works very accurately in judging the
smile. QMobiles Noir Z14 has 8 MP front camera that is very suitable for shooting selfies and
video calling. Connectivity consists of WI-Fi, Bluetooth, USB port and Hotspot and FM Radio.
Q Mobiles Noir Z14 is really a user friendly phone which is quite easy to navigate. Its price in Rs
is 25,500.

PRODUCT INVOLVEMENT
Involvement refers to individual's decision making process and is divided into high involvement
and low involvement products. The level of involvement reflects how personally important or
interested you are in consuming a product and how much information you need to make a
decision.
Mobile phones are included in high involvement product category because

Mobile phones are expensive which require customers to spend more time, money and
efforts in gathering information about alternate options and evaluate among them to make
the best purchase decision.

It is electronic device (complex or new) which will pose high risk for buyer if he makes
mistake while purchasing it.

It is purchased after planning and previous thought.

These items are not purchased often but are relevant and important to the buyer. Buyers
dont engage in routine response behavior when purchasing high-involvement products.
Instead, consumers engage in whats called extended problem solving, where they spend
a lot of time comparing different aspects such as the features of the products, prices, and
warranties.

It can cause buyers a great deal of post purchase dissonance (anxiety) if they are unsure
about their purchases or if they had a difficult time deciding between two alternatives.
Companies that sell high-involvement products are aware that postpurchase dissonance
can be a problem. Frequently, they try to offer consumers a lot of information about their
products, including why they are superior to competing brands and how they will not let
the consumer down.

When it comes to mobile phone, one might engage in extensive problem solving but only
be willing to consider a certain brand or brands. If it is a high-involvement product one is
purchasing, a good brand name is probably going to be very important to him. That is
why mobile companies are very conscious about the value of their brands and their
positioning.

BRAND INVOLVEMENT
EVOKED SET

Samsung Galaxy J7 Prime, Apple Iphone 5s.

These mobiles are somewhat compatible in features with Qmobile Z14 but their prices are very
high comparatively i.e. 45000 and 35000 respectively. Still people prefer to buy these brands
assuming them the best due to the brand image of these products. Samsung uses more
emotionally driven marketing strategy, customers want to purchase products not based on their
price but because there is an ongoing relationship with the brand. They have captured their
customer minds as stylish, high quality smartphone providers. They sponsor Olympics and other
sporting activities, distribute gifts among players and create overall awareness about its brand.
Commercials for the apple iPhones tend to show exactly how it could affect your everyday life,
without bogging the viewer down with too many of the technical aspects. Apple conducts
research on its current and potential customers to find out the pain points and take them as
opportunity by designing its products fulfilling those needs identified. These efforts make them
rank the highest in the minds of their customers.
INERT SET
Qmobile Noir Z14, Huawei Nova
QMobile Mobile phone is a local brand. Pakistani market is android dominated and All QMobile
devices are Android updated. Extending the benchmark from best to extra ordinary QMobile
phones excel in providing excellent customer care and after sale services if required. The
hallmark of QMobile phones is easy user interface, effective performance oriented, affordability,
fast processing power, HD display, dual sim option, high quality camera, amazing long lasting
battery power, and Q Apps. The best thing to opt for QMobile phones is the affordable pricing
that is hard to find in any international brand. Pricing strategy of QMobile is designed keeping in

mind the target audience of QMobile. The low pricing strategy of QMobile has rightly clicked
the audience and boosted the sale to an optimal level. The brand offers mid-range prices for their
mobile phones that can match the budget of a common man with ease. Another hallmark of
QMobile phones is the celebrity endorsement strategy adoption. The think tank of QMobile has
invested heavily for marketing its mobile phones. Many local and international celebrities (Btown celebs) have endorsed various QMobile phones in TVCs but as this brand is new, its
awareness and distribution lies mainly to urban areas. Secondly, it does not manufacture but
import its products from china and sell under its brand name which makes customers think that
their smart phones are less likely to be durable.
Huawei is a Chinese multinational brand. The usual Pakistani perception of linking a Chinese
brand name to poor quality was obstacle in initial progress of company in Pakistani market. The
company entered in Pakistani market by the end of year 2011. Huawei has very strong footings
in Pakistan due to its efforts to sustain here. Pakistan smartphone industry is mainly driven by
offline marketing. This is precisely where Huawei has invested its money and energies. Initially
at its launch the company seemed to be reluctant in investing capital into marketing campaign.
The company has invested enormously in marketing its smartphones offline as well as online.
Huawei has announced a new initiative where it is going to offer a kind of Phone Postal Repair
Service for its phone users. The customers can hand over their smart phones to courier services
to avail the Huawei Phone Postal Repair Service at their door steps. Whenever a Huawei device
needs any warranty services or repair, Huawei customers can simply call the Huawei-Care team
by dialing 0800-00016. The company will collect the cellular device (Free-of-Cost) from the
callers home or office through courier service. The device will then be serviced or repaired and
delivered back at the customers doorstep, within the stipulated time without any charges. This

independence day, Huawei, has come up with an extraordinary campaign in Pakistan for its
brand lovers and followers of the social media forums. Huawei Mobiles Pakistan has decided to
celebrate the 69th independence day of the Pakistan along with its loyal Pakistani customers. On
the occasion, Huawei has distributed surprise gifts and sent greetings to Huawei brand lovers,
social media page fans, celebrities, media persons and bloggers. Moreover, Huawei teams were
spread in different cities where they offered their hands to the selected households and famous
places to decorate them with the theme of Independence Day. Media Persons were also involved
in the activities conducted by the Huawei Mobiles Pakistan. Huawei released an independence
day TVC as well. Owing to its rapid growth, it will be a serious threat for Samsung and Qmobile
in the near future.
INEPT SET
Nokia Lumia 720, Sony Xperia C4, LG G Flex, HTC Desire 728, Alcatel Idol 3, Oppo Mirror 5,
Lenovo Vibe S1 Lite.
Nokia was once a market leader in mobile phones category. Nokia had maintained its monopoly
since it was and still is positioned as a durable and familiar phone in the mind of the consumer.
Nokia has the first-mover advantage and people, especially in rural areas, still prefer their good
old Nokia phones. Its first competitor was IPhone which triggered the explosion of Smartphones,
and then it was Samsung who took up the challenge. After which everyone seemed too busy
choosing between iOS and Google App store that they didnt look back at the once market
leader, Nokia. Nokia did come back with Microsoft Windows 8 equipped range of LUMIA
phones but then Qmobile came with its appealing ads and competitive prices. With android
software and 3G/4G technologies, innovative companies snatched Nokias leadership and now

buyers consider it among the last options while purchasing. Its operating system is Symbian
which is not preferable among users. Secondly, memory storage is low and camera quality is
poor. The features Nokia offers in its smart phones are available in market with cheap prices
under

other

brand

names.

Alcatel is recently launched in Pakistan. lenovo is also slowly making its place in the market as it
is slow in marketing. Similarly, Sony, LG, Oppo, HTC, Lenovo are the brands whose
smartphones have almost failed to capture the attention of Pakistani customers yet. They are
struggling to get the mindshare of their target customers but customers do not value them as
something worth having. So, these brands will be placed in third category i.e. customers will be
reluctant to buy them.

BRAND SPECTRUM
Samsung Galaxy J7 Prime
Apple IPhone 5s

QMobile Noir Z14

Huawei Nova

Nokia Lumia 720,

Sony Xperia C4
Alcatel Idol 3
Lenovo Vibe S1 Lite

Brand spectrum is about the mind share i.e. perception of people about some brand and it has
nothing to do with the market share. The largest selling mobile phones now are Qmobiles in
Pakistani market as 40% population of Pakistan belongs to middle class and advance features at
low prices suit them. But people perceive Samsung and Apple brands as standard and prefer to
have them if they can afford. Nokia, Sony, LG, HTC, Oppo, Alcatel, Lenovo etc. fail to capture
the minds of customers as valuable smartphones yet.

Introduction
Rooh Afza, also known as the Drink of the East is a well -known brand in Pakistan, India and
Bangladesh. The brand has a strong heritage of being connected to Hamdard and has been
around for more than 100 years.Rooh Afza is positioned in the market as a refreshing drink. It is
available in red syrup form which is a blend of pure crystalline sugar, distilled extracts of citrus
flowers, aqua of fruits, vegetables and cooling herbal ingredients processed to impart the
stimulating taste and unparalleled quality.
In 1948, the company has been industrialized the product in Pakistan. This began as an herb shop
and soon gained the reputation of the finest supplier of herbs. It is a well-known brand for its
herbal medicine and drinks like Rooh Afza. Hamdard Generate approximately y 50 billion in
annual sales.
Rooh Afza is 100% natural and herbal summer drink. It was invented by Hakeem Hafiz Abdul
Majeed in 1905 in India. In 1948, the company has been industrialized the product in Pakistan.
Rooh Afza is commonly known as Mashroob-e- Mashriq.
Product involvement

Thus Rooh Afza is considered to be of superior quality and perceived as a healthy drink. It is a
drink that has won the trust of consumers for decades and generation to generation, it is being
used and consumed. Consumers are busy and want spend less time in kitchen. Beverage is a lowinvolvement product and consumers tend to buy the brand again and again that satisfies them and
delivers quality. Consumers are busy and want spend less time in kitchen.

Brand involvement
Rooh Afza has a very strong bond with its consumers. Its a drink that people have grown up
with and that gives them a very strong feeling .of attachment towards the brand. For aconsumer,
it is a drink that his/her great grandmother used for the family, a drink that he/she had in
childhood and so a very high sense of loyalty exists amongst consumers for Rooh Afza. It is just
like a family tradition which is not subject to change. Rooh Afza is perceived as a traditional
drink which has strong connection with family values. It is one of the most preferred drinks in
the month of Ramadan.
Direct competitors
The direct competitors of the brand include Naurus and Jam-e- Shireen. Jam-e-Shireen is a
product of the Qarshi group and a relatively new player in the red syrup category. However, in
about 25 years, the brand has picked up a good market share.
Market share
The market share of the jam-e-shirin is 55%

The market share of Rooh Afza is 30%

And other beverage products has only 20%

HIGH

Rooh
afza
Jame
shirin
Naur
us

OW

BRAND SPECTRUM

( Saira kokab)