This write-up is less of an expert analysis (#SelfObsessed – Ed’s note) and something more on the lines of an open question.
What makes a unique brand like QMobile tick?
It really is a curious case. In an industry obsessed with brand names and related perceived quality, QMobile is an odd success story. In theory, QMobile should be like a fish out of water competing against the Nokias, Samsungs, and more recently, even the Apples and the HTCs of the world. Is it the price point that makes it attractive? Or is it the unquestionably lavish TV ads with drool worthy celebs?
A little while back, QMobile primarily competed in low to mid range feature phones – yes, they had high end feature phones too, but they weren’t much to write home about. But with the arrival of their Fawad Khan and Iman Ali-endorsed smartphones, QMobile has a entered a new era and it is definitely looking bright for the company.
To be clear, its not just glossy spots and top end celebrity power that’s helping QMobile edge on further against the global giants. The product quality and experience itself is something – admittedly surprisingly so – more or less excellent. The touch works smoothly and the phones feels solid and sturdy. There are dedicated service centers in convenient numbers. And now add to that mix the attractive prices and premium perception built with the help of celebrity stars and you have a delicious mix that is, yes, selling like hot cakes!
The curious case of QMobile goes against all that marketing grads are taught in b-school. High-class aspiration-appeal ads for a durable product that costs…7,000? There is a disconnect here but the audience couldn’t care less. Theoretically, none of this should work. But, it does.
As we said in the beginning, this piece is more of an open question. You read our take, now we’d like to hear yours!
I should think Q Mobile has got one thing spot-on: the target market. Not everybody can afford an android powered S4, but the same android OS on a Q Mobile phone appeals to the masses.
What the Samsungs, Nokias, Apples and HTC’s focus on are frills, bells and whistles. None of that on a Q Mobile, just a solid product that’s selling on the strength of the product, as opposed to the brand(ing) or advertising.
My 2 cents worth, anyways.
Weird. They follow a textbook strategy of Marketing a product, nothing too fancy, or even surprising here. The only reason why it works so well is because they properly grasped the 4 P’s of Marketing, and took it to the heart. Let me run you through it:
> Product: You said it yourself, their products work surprisingly well given the price point.
> Price: Their products are priced unbelievably low considering the feature sets
> Placement: Q Mobile is owned by the same group that owns LG in Pakistan. Therefore they had no problem is setting up a massive distribution network across the country, particularly in rural & suburban areas.
> Promotion: Premium looking ads, massive billboards, newspaper ads, the whole 360 degrees wherever their TG is present.
So you see, nothing really surprising. Just good execution 🙂
Heart our moody awam. They keep proving the gurus wrong. My makeup assistant was holding the shiny white Q mobile and showing the bling off. She was sure Iman Ali used the same phone. God bless us everyone.
i think the success of qmobile is based on the P.O.N.T.I.A.C. principle; which basically means poor ol nigg-r thinks its a Cadillac (sorry but i am not a racist) but a psychologist and a television producer.
Pakistani people love look alike products and thats why Chinese me toos are thriving here.
Pontiac cars are made by GM and so is a cadillac…Pontiac designs were very close to cadillac in the 90s but less then half the price…no wonder african americans are the biggest customers of pontiac in US.
very interesting insights. thanks for sharing!