PRESENTED To:

Miss Mawal Sara Saeed

PREPARED By:
Syed Khurram Hasan Akashaa Khan Usman Tahir Ahmed Noor Muhammad Shawaiz Khan

Table of Contents
Executive Summary...6 1 - Company vision & Mission...7 2 - Company Overview.8 3 -Challenges..9 4 - Situational Analysis10 4.1 Industry 4.2 Competition 4.3 Current market situation 4.4 Customer Analysis 5 - Enviromentional Analysis.12 5.1 Political Analysis 5.2 Economical Factors 5.3 Social Factors 6 - Market Product Focus14 6.1 Product Objective 6.2 Target Market 6.3 Point of Difference 7 - Number of companies in Industry..15

8 - Marketing Strategy16 8.1 Geographic 8.2 Demographic 8.3 Psychographics 8.4 Behavioral 8.5 Competition 9 - Swot Analysis.....17 10 - Market Mix of EMPOWER MOBILE...19 11 - Companys new product in Future....25 12 - Marketing plan.....27 12.1 Introduction 13- Current Market Situation of Faisalabad.....28 13.1 Target Market 13.2 Competition 13.3 Customer Needs 15 - Product Competitions In Faisalabad.29 16 - Strategies for Q-5 in Faisalabad.29 16.1 Pricing 16.2 Place 16.3 Promotion

17 - Review & Control31 18- Contingency plans...32 17.1 Solution 19- Observations.32 20 - Market Opportunities.32 21 Recommendations.33 22 Conclusions.34 23 Appendixes..34

Competitor edge:

One of the goals for this version was to be able to create tools that provide a great user experience. We wanted our users to feel familiar with empower, even if it is the first time theyre using it, even if they are not using a laptop. one of the most important feature that empower mobile have is that user can use it as a tool for security .empower mobile provide gadgets along mobile phone such as a SPY CAMERA which can be installed anywhere in the house and can be monitored from anywhere in the world. Making life more secure Also one of the latest features that only empower mobile have is WATER BATTERY, which no other mobile phones have. If there is load shedding no need to worry empower mobile have solved the solution of charging mobile phone. Mobile phone can be charged by placing there batteries in hot glass of water. It can also be charged with an electric charger.

1- Company Vision
The companys vision is to develop path-breaking technologies and efficient processes that incubate newer markets, enliven customer aspirations and continue to make EMPOWER a trusted market leader amongst people.

Mission Become no1 Keep it simple Do what you say

 Take the leap of faith Keep on checking Stay true to your values

2- Company Overview
The brand EMPOWER in Pakistan is brought to you by UKAAS(Usman khurram Akashaa Ahmed Shawaiz) a new entrant in the industry but one with a long and successful history of brining and selling innovative, high-end cellular technology to Pakistan. With a futuristic vision and an exhaustive R&D at its helm, EMPOWER has successfully generated innovative technologies that have and will continue to revolutionize the telecom consumer space. From low-cost feature packed handsets to the bringing in the QWERTY Era, and from Social Networking & high-end Music phones to the feature-based business phones; EMPOWER is on a mission to successfully overcome the technological barriers and constantly engender complete mobile lifestyle solutions. With a 360 degree advertising and marketing strategy sketched out, the company has an optimistic outlook for the telecom consumer space. Currently present across the country, the company plans to have an aggressive market incursion to

reach out to its customers throughout Pakistan; every village, every city. Innovation, Cost-Effective, Credible and an Insightful R&D, have now become synonymous to EMPOWER in the telecom market. Soon EMPOWER will become a brand which people across the social strata will relate and look up to for realizing their individual device preferences and other out-of-the-box solutions.

3-Challenges
As, already there are number of telecommunication cell phones like Nokia, LG, Samsung, Q-MOBILE, China mobiles etc, so there will be huge competition in the market. As our services are new in this sector we will face some challenges to stand in this huge competition. On the other side as we are famous in low cost mobile phones and we have good image in the minds of the customers, so it is

easier to convinces our customers to switch to our brand. Besides this there will be difficulty in attracting new customers.

4- Situational Analysis: 4.1Industry Analysis

Pakistan has huge telecommunication market potentials. According to the survey conducted and the findings showed that by the end of 2013 after its first launch, the number of EMPOWER users are expected to reach 1, 70, 000, 00 covering approximately 10% of the market. By the end of DECEMBER, 2014, EMPOWER would be covering approximately 15% of the market share. EMPOWER cell phone market has international brands such as Nokia, Motorola as well as china mobiles. EMPOWER mainly has four standards (GSM, Wi-Fi, Application and Multimedia) and about 85% are Multimedia users. Multimedia is the main thing on which EMPOWER are focused. EMPOWER will introduce

mobiles in the market, which all have multimedia and they comparably in low price which is in the range of all the people of Pakistan 4.2 Competitors Analysis The first mobile that will be launched by EMPOWER would be EM007 which is an extremely stylish touch screen mobile phone with GPRS (General Packet Radio Service) and java application support. You have the benefit of being connected to the network round the clock and are billed for the amount of data transferred, and not for the time online According recent market research which we have done in some cities of Pakistan like Lahore , Multan , Karachi, Islamabad, Peshawar etc, views of people about EMPOWER is good as compared to the Nokia and china Mobiles-Mobiles are give tough time to china and also Nokia mobiles because Nokia mobiles with technologies are expensive which is out of range of
mostly people of Pakistan and if we talk about china mobiles they have serious

problems in their technologies. So those people who buy Nokia or china are now preferred EMPOWER. The big advantage which EMPOWER have gain more appreciation is his re-Sale value which dramatically good against Nokia and china mobiles

4.3Current market Situation

The current market situation in this sector is full of competition. Different players are providing different kinds of plans and services to attract more and more customers. Every day each player is providing new technologies features to attract others companies customer. The major leader in todays context is Nokia, Samsung, China Mobiles and others

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4.4Customer analysis
EMPOWER mobiles are targeting all segments of the people, especially low income persons by providing them all kinds of services according to their need or wants. For example, we are providing different plans for different customers according to their usage and needs. Today customers wants multimedia features and also we have separate plans for students who also interested in those features which are in expensive mobiles. Company will receive 12% revenue of total sales from new customer within 1 year.5% new customer will be created within next 1 years. To retain the new existing customers company will use following tactics Provide cheap and good contract conditions. Free registration for insurance. Free mobile tracking.

5- Environmental Analysis: 5.1Political Factors

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Political factors include government regulations and legal issues and define both formal and informal rules under which the firm must operate. Some examples include: tax policy employment laws environmental regulations trade restrictions political stability All these factors should be kept in mind while the functioning of the organization takes place. For the success of any organization political relations should be good so that it in favor of the development of the economy.

5.2Economic Factors
Economic factors affect the purchasing power of potential customers and the firm's cost of capital. The following are examples of factors in the macro economy: economic growth exchange rates inflation rate The present condition of the economy should be kept in the mind of the Organization, and should contribute towards the development of the economy

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5.3Social Factors
Social factors include the demographic and cultural aspects of the external macro environment. These factors affect customer needs and the size of potential markets. Some social factors include: population growth rate age distribution career attitudes emphasis on safety

If EMPOWER MOBILE want to have a huge market share then they have to learn the condition of the society. They have to learn the demography of the Pakistan society. They should know the needs of the society and should provide good quality services.

5.4Technological Factors
Technological factors can lower barriers to entry, reduce minimum efficient production levels, and influence outsourcing decisions.

6- Market Product Focus: 6.1Product Objective

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Customer satisfaction is the main part of EMPOWER Mobiles after selling the follow up is also very important for EMPOWER Mobiles because every organization should always know what is happening within their designated market, if it is changing, saturation, technological advances, slowing down or rapidly growing, being up to date on this is essential for companies to survive.

6.2Target market:
The target market of EMPOWER Mobile is as follows: Youth Sms conscious people Multimedia conscious people Middle class people Internet surfing people

6.3Point of difference:
Point which separate EMPOWER Mobile with other are as follows: Quality Software Battery timing Resale value User friendly Java supported Multimedia supported

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7- Numbers of Companies in the Industry

There are number of companies with only six top companies in the cell phone industry that controls the market. Even though there are emerging new companies into the market, they are relatively small. The six top companies are rank as follow as the largest to the smallest cell phone company: 1. Nokia 2. Samsung 3. LG 4. China 5. Other

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8- Marketing strategy:
8.1 Geographic: World region Asia Country Pakistan Cities Reach out maximum places 8.2 Demographic: Age All age group Gender Male, Female Income All income groups Occupation Every sector Religion Irrespective of religion 8.3 Psychographic: Social class Middle class of people Lifestyles Urban, rural, and even far villages 8.4 Behavioral: Benefits Quality Loyalty status Strong 8.5 Competition: Today two brand are directly competing EMPOWER Mobile Nokia China

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9- SWOT Analysis:
STRENGHTS
User friendly Long time battery Second position in market Brand availability Well-known brand Extra accessories Wi-Fi Wide model range Touch screen

Weakness
Technical weakness Small users No information in rural areas No awareness Physiological matters

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Opportunities:
Chance to lead the market Smart phone

THREATS:
Local competitors Nokia, Q-mobile, Apple and Samsung are already prevailing in to the market and have captured most of the market shares. It will be difficult to get into the market. Price war High end consumer (Htc ,Apple ,Motorola) Uncertainty in the economic condition of Pakistan Due to intense competition Strong competitor

Brand Ambassador:

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10- Market mix of EMPOWER Products

EM 1
Dual SIM Card-Dual Standby Color LCD 1.3 MP Camera Support MSN / Face book MP3 Player

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FM Radio Voice Recorder Downloading

EM1i
Dual SIM Card-Dual Standby 2.0" TFT Screen 1.3 Mega Pixel Camera / Voice Recorder MP3 Player / MP4 Player MSN / Face book / Email / Yahoo FM Radio / FM Recording Bluetooth / GPRS / WAP / MMS External Memory (Support Up to 4GB) Downloading

EM 2
Dual SIM Card-Dual Standby 2.2" TFT Screen Camera 2.0 Mega Pixel / Voice Recorder MSN / Face book / Email / Yahoo Trackball MP3 Player / MP4 Player FM Radio / FM Recording GPRS-EDGE Stereo Speaker Bluetooth / GPRS / WAP / MMS External Memory (Support Up to 8GB) Downloading

EM 07 Made with SWAROVSKI Zirconia

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Dual SIM Card-Dual Standby 2.4" QVGA LCD (240 x 320 Resolution) Full QWERTY keypad Camera 2.0 Mega Pixel Face book / MSN / Yahoo Messenger Twitter / Google Search Voice Recorder / Memo JAVA / Games / Schedule Private Info Protection / Audio Player (MP3, MIDI, WAV) Video Player (AVI, 3GP, MP4) 3.5mm Audio Jack USB 2.0 / PC Sync Music Player Powered by Yamaha Background Music Playback Stereo Speaker Stereo MP3 Earphone (3.5mm PIN) Bluetooth / EDGE / GPRS / WAP 2.0 Phonebook Memory 1000 SMS Memory 1000 (Excluding both SIM cards) Internal Memory 20MB External Memory (Support Up to 16 GB) Downloading / MP3 Ringtones / Wallpapers Standby Time (up to 10 Days) Talk Time (up to 5hrs)

EM 900
Dual SIM Card-Dual Standby 2.8" QVGA LCD (240 x 320 Resolution) Resistive Touch Screen Camera 3.0 Mega Pixel Face book / Yahoo Messenger / Skype Twitter / Mini Opera / Google Map Voice Recorder / Memo Pad / Calculator JAVA / Games / Schedule / Alarm Private Info Protection / Auto on & off Audio Player (MP3, MIDI, WAV) Video Player (AVI, 3GP, MP4) 3.5mm Audio Jack USB 2.0 / PC Sync Music Player Powered by Yamaha

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Stereo Speaker Stereo MP3 Earphone (3.5mm PIN) FM Radio / FM Recording Bluetooth / EDGE / GPRS / WAP 2.0 / MMS Phonebook Memory 1000 SMS Memory 1000 External Memory (Support Up to 8 GB) Downloading / MP3 Ringtones / Wallpapers

EM 008
Dual SIM Card-Dual Standby 2.0" TFT Screen Color LCD MP3 / MP4 Player FM Radio / FM Recording Hifi Speakers Bluetooth / GPRS / WAP / MMS External Memory (Support Up to 2GB) Downloading

EM 1025
Dual SIM Card-Dual Standby 1.8" TFT Screen Color LCD MP3 Player FM Radio / FM Recording Powerful Torch Light Voice Recorder External Memory (Support Up to 2GB)

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 EM 1095
Dual SIM Card-Dual Standby 1.8" TFT Screen Smart Camera / Voice Recorder Bluetooth / WAP / MMS / GPRS MP3 Player FM Radio / FM Recording External Memory (Support Up to 4GB) Downloading

EM 40i
Dual SIM Card-Dual Standby Slim & Full Multimedia Phone Big Screen ( Wide View ) Full Metallic Body Camera / Camcorder Bluetooth MP3 / MP4 Player FM Radio / FM Recording Voice Recorder Call Blocking System GPRS / WAP / MMS External Memory (Support Up to 4 GB) Downloading / MP3 Ringtones / Wallpapers

Price:
The phones that EMPOWER Mobiles are going to produce will be sold at low prices (new phones can be expected to enter the market at around Rs5000+). EMPOWER mobiles prices will be usually competitor based, in such a way as, they try to keep their prices a bit lower then those of the closest competitors, but not as low as the "smallest" competition as consumers do not mind paying the extra

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money for the "extra quality" they will receive with a well known brand, such as Nokia. Also our target is to capture youth and middle class people. According to survey conducted people wanted a good quality product with low price and we managed to that. Also students cannot buy very expensive phones with their pocket money, so we kept that in mind and decided to enter in market with low price mobile.

EM1 EM1i EM2 EM07 E 900 E 125 E 195 E 400i

Rs 4,699 Only Rs 5,699 Only Rs 6,699 Only Rs 10,230 Only Rs 6,999 Only Rs 2,599 Only Rs 3,299 Only Rs 4,299 Only

Place:
EMPOWER MOBILE phones will be sold at all established mobile phone dealerships although they will be also sold at other retailers and other electrical suppliers. The mobiles will be only sold in the electrical suppliers and stores other than dedicated phone dealerships after the introductory period so the phones can

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remain limited edition, as this will encourage younger consumers to buy them, some of places of dealers are as follows

Lahore Mr. Ali Hafeez center Phone No. : 042-38715460 Karachi ATHER ALI EMPOWER MOBILE CUSTOMER CARE CENTER AGA KHAN III ROAD, Karachi Phone No. : 021-32711092-4 Hyderabad Mr. Fateh BUNGALOW NO. 638 - B, HYDERABAD Phone No. : 022-3817944 Peshawar MR. RAFEEQ AHMAD NBP BUILDING OPP. GUL HAJI PLAZA UNIVERSITY ROAD. PESHAWAR. Phone No. : 091-5854524

Promotions:

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Promotion is a key element of marketing program and is concerned with effectively and efficiently communicating the decisions of marketing strategy. It influences the target consumers perceptions to facilitate exchange between the marketer and the consumer. Some of the promotional strategies used by EMPOWER MOBILE are: Advertising on TV, Radio Direct selling Personal selling Different offers Motivating the channel(distributer margin) Gifts, who purchases any Q-Mobile phone

12- Product profile:

Q-Mobile announced its latest Q5 Mobile Phone that is Dual-SIM capable and comes equipped with Full QWERTY Keypad with Track Ball Q5 phone has 2.2-inch, 320 x 240 pixels wide, 262K color capable QVGA display and features a full QWERTY keypad and trackball based navigation. It comes with 45-MB internal memory and offers support for microSD slot with up to 8-GB expandable storage capacity allowing up to 1000 entries phonebook with 1000 SMS memory.

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This mobile is specially design for youth, who are interested in face book, msn, yahoo, e-mail, e-buddy and opera browsers etc. Its Qwerty keypad is specially design for sms conscious people who mostly time need text massaging instead of phone call because one factor is low price of massaging pack gages offered by the telecommunication companies offered

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13- Marketing plan:

Introduction
The population of Faisalabad on January 1st 2010 is approximately 2,513,975. (Extrapolated from a population of 5,080,878 in 2007 and a population of 2,880,675 on June 8th 2010.) Faisalabad is the third largest city in Pakistan after Karachi and Lahore. Before the foundation of the city in 1880, the area was very thinly populated. The population has risen from 9,171 in 1901 to 979,000 in 1951 and to 2,009,000 in 1998. The larger Faisalabad district had a population of about 5.4 million in 1998. It is an important industrial centre west of Lahore. The city-district of Faisalabad is bound on the north by the districts of Hafizabad and Chiniot, on the east by Nankana Sahib, on the south by Sahiwal, and Toba Tek Singh and on the west by Jhang. It is 1,135 km (705 mi) from Karachi, 128 km (80 mi) from Lahore, 350 km (220 mi) from Islamabad/Rawalpindi, 187 km (116 mi) from Burewala, and 70 km (43 mi) from Jhang. The city is at a road and railway junction, which has played an influential role in the development of Faisalabad's trade and economy. The surrounding countryside, irrigated by the Lower Chenab River, has seen expanded production of cotton, wheat, vegetables, and fruits, which form 25% of Pakistan's exports. The city is also an industrial centre with major railway repair yards, engineering works, and mills that process sugar, flour, and oil seed. Produce includes super phosphates, cotton and silk textiles, hosiery, dyes, agricultural equipment, and ghee (clarified butter). Faisalabad is also the site of the prestigious University of Agriculture, founded in 1909.

14- Current market situation of Faisalabad:

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14.1Target market:
Target market of this product Q-5 is specially youth due its Full QWERTY Keypad. and those other features like face book, yahoo, msn etc.

14.2 Competition:
Regarding Q-5 its competitors are Nokia mobile C3 which they have recently launched into the market of Pakistan and also other QWERTY keypad mobiles like Samsung chat 335. 14.3 Customer need: Company must focus on those areas where youth of the Pakistan is situated like universities areas, playground, shopping areas etc. On these kind of place company can interact directly with the student and talk about their needs regarding cell phones. and at the spot and provide solution because as we know about the need of youth of the world is qwerty keypad and same would be youth of Pakistan. The problem is the brand which they preferred mostly and Nokia have already good reputation due to its function so we have tell the customer that EMPOWER MOBILE are also providing good quality and functions as well.

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15- Product competitors in Faisalabd:

Nokia Samsung LG China mobiles

16- Strategies For Q-5: Pricing:

Strategy

Change price terms or conditions for particular products according

situation
Tactics

Product price low and obtain maximum profit on spare parts. Set price at 10% below market leader. Reduce price of product to maximize sales (to allow increased production and reduce unit production cost).
Strategy Tactics

Skimming policy

Set price of new product at level 30% about previous products. Sell on new revolutionary design features and benefits. Be prepared to reduce price as volume if competitors enter into the market.

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Strategy Tactics

Penetration policy

Set low price for new product to discourage competitors from entering market.

Increase turnover to level where product become profitable at this price level.
Strategy

Discount policy

Place:
Strategy Tactics

change channels

Set own distribution direct to stores Change distribution for area Increase number of warehouses for product.
Strategy Tactics

improve services

Set up national service network.

Promotion
Strategy Tactics

change selling/sale force organization

Strengthen sales force organization.

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 Introduce performance related gifts scheme for sale force. Recruit additional professional sales personnel. Increase sales effort to increase sale to major customers. Increase sales efforts for most profitable products.
Strategy Tactics

Change advertising/ sale promotion

Start new advertising campaign. Increase company image advertisement. Increase advertising for the product in specific market.

17- Review and control:

Company will have simple friendly decision weekly monthly quarterly and annual reports focusingon Revenues and unit sales Expenses Customer feedback Stock Market share Discounts Advertising budget Employee recruitment and termination

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18- Contingency plan:

Company is much afraid of current economic condition of Pakistan as the company is willing to increase its market share and sales in Pakistan. Solution: Company should contact the head office for the strategic support to achieve its goal. Company should make huge expense on advertising to retain and create new customer. Company should held maximum shows and meeting for the promotions and products of the company. Company should cut the allowances and should accommodate for the important designations.

19- Observations:
Communication skills are strong. More concentration on marketing concept. Cooperative employees. Strong management. Attractive packages. Positive attitudes towards outsiders.

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 Strong DMBS. Maximum career opportunities for employees.

20- Marketing opportunities and issues:

Now according to EMPOWER MOBILE they are 2nd one in the mobiles industry and the want to reach at no one position in the next 2-3 years. We see growth across our entire portfolio. It creates new categories that are a source of sales and profit growth in the future. It brings consumers into their stores to try new products, and it brings consumers back to their stores, where they can get products they trust.

Issues: For Sales growth they need highly intensive distribution and strong
promotions

EMPOWER MOBILE is facing competition from Nokia & China as on the

base of different brands market share

EMPOWER MOBILE has to maintain its difference from other brands as

creating unique values that others are not giving with core product.

21- Recommendations:
Improve the software quality Use cut price strategy to retain the customers.

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 Provide frequency programs more and more. Increase its market share. Improve the Qwerty keypad type mobile to compete the Nokia N series.

22- Conclusion:
Company is flourishing day by day but due to the recession in Pakistan it also suffering. Companys strategies are very suitable. Company should invest more on advertising to retain its customer. Company should pay more attention to its issues and should review.

23- Appendixes:
For information we went to EMPOWER MOBILE dealers office Batala Colony Satiana road Faisalabad. We visit Mobile market kachiri Bazar to get information about EMPOWER MOBILEProducts. We also meet different youth groups to get more information about EMPOWER MOBILE particularly Q5.

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