Brand Positioning

ASSIGNMENT TOPIC
Brands, Their Brand Positioning And Effectiveness

In Terms Of Achieving Their Objectives
From Consumer Point Of View

SUBMITTED BY
NAZISH KHALID

pg. 1
QMobile
Brand Introduction:
QMobile is Pakistans quality brand that offers its users affordability and reliability all at
once. Excellent customer care with features that spell customer convenience make Q Mobile
stand at 1st position in the mobile phone markets here in Pakistan. Zeeshan Akhktar is the
founder and CEO of QMobile. Educated from US, he started his career in brand marketing,
and worked with LG and Microsoft in Pakistan. Focusing on Pakistani communications
industry, Zeeshan founded QMobile in 2008. He dreams about seeing QMobile Pakistans
most used and appreciated handset brand in every major consumer segment.
Brand Positioning:
The Pakistani mobile phone market is rapidly growing, even in the lower-tier price
segment. QMobile marketing campaign aims to reach out to all Pakistani consumers across
all segments of society, whether they are QWERTY phone users or smart phone lovers.
QMobiles 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.
Core Brand Value:
Mobile has faced many challenges; trust and reliability being the foremost. It has had to
build this trust within the market and customers as well. At present, the company is a
prominent brand with customer recall all over the country offering QWERTY, Wifi and
Android OS smart phones at reasonable prices with the best value for money proposition.
Brand Mantra:
QMobile Pakistans No.1 smart phone selling brand
Brand Positioning Analysis:
QMobile in a short time span has cut too many corners to provide low-cost devices, and
hope that it will come up with affordable technology that can challenge the big guns in the
market and give them a run for their money. Due to its affordability, reliability and advance
pg. 2
technology it has developed a strong and loyal customer base throughout Pakistan and still
is on the road of gaining success.

Nestl
Brand Introduction:
Nestle is a worldwide company of milk products and nutrition, beverage, catering and many
type of confectionary goods. It has its millions of customers worldwide. Nestle is
undoubtedly one of the most proficient food companies in not only Pakistan but all over the
world. The employees at Nestle have finagled to retain their standards to the most high-
pitched level possible in the market. They make sure of the fact that the products of Nestle
are definitely the BEST TO USE. Nestle has an assortment of products to offer and they all
are the best of their types.
Brand Positioning:
Nestl targets the upper and middle class consumers by providing highly quality, in terms of
taste, customer focused and, at the same time reasonably priced products as compared to
others. It has positioned its product against the competitors and gained competitive
advantage through its efficient promotional methods, using innovations, and by reaching
closer to its target market through the arrangement of events like Basant, etc.
Core Brand Value:
The Nestl global vision is to be the leading health, wellness, and Nutrition Company in
the world. Nestl. In particular, NESTLE envision to:
Lead a dynamic motivated and professional workforce proud of its heritage and bullish
about the future.
Meet the nutritional needs of consumers of all age groups from infancy to old age,
from nutrition to pleasure, through an innovative portfolio of branded food and beverage
products of the highest quality.
Deliver shareholder value through profitable long-term growth, while continuing to play
a significant and responsible role in the social, economic and environmental sectors of
the country.
pg. 3
Brand Mantra:
Good food good life
Nestl is a brand that shows family care to consumers which is enough to attract the
customer. Thats why customer gives it preference on other products.

Royal Philips
Brand Introduction:
Royal Philips of the Netherlands is a diversified technology company, focused on improving
peoples lives through meaningful innovation in the areas of Healthcare, Consumer Lifestyle
and Lighting. The company is a leader in cardiac care, acute care and home healthcare,
energy efficient lighting solutions and new lighting applications, as well as male shaving
and grooming and oral healthcare.
Brand Positioning:
Royal Philips is targeting almost every segment in the target market. Its brand positioning is
all about promising customers a more comfortable and more straightforward relationship
with technology and with Philips. It believes that somewhere along the way the promise of
the Technology Revolution to make our lives easier, simpler and better is not being
delivered. In many respects the technology industry has made things more complex. Philips
is, therefore, offering a solution.
Core Brand Value:
Delight customers-Royal Philips anticipate and exceed customer expectations by
creating superior customer experiences based on deep insights. Royal Philips do this by
focusing continually on Sense and Simplicity, and act as One Philips ambassadors
all the time.
Deliver great results- Royal Philips continually raise the bar, playing to win and setting
ourselves ambitious targets. By challenging the status quo, Royal Philips is free to
pg. 4
experiment in new ways to achieve exciting and unexpected results. Throughout it all,
Royal Philips takes clear decisions and implements them with speed and discipline.
Develop people- Royal Philips employees gets the best from themselves and each other
by attracting the best players to create strong and diverse teams. Royal Philips also takes
risks by stretching people with assignments that accelerate their development, and invest
significant time to coach and recognize our employees.
Depend on each other-Royal Philips delivers more value by working together as One
Philips. Royal Philips trust and empower each other to contribute our best, forming
teams and allocating resources to the most promising opportunities.
Brand Mantra:
Make life easy
People are asking for greater simplicity in their lives and in their dealings with technology.
They want technology that gets the job done without drawing attention towards it. Phillips is
fulfilling this requirement of its loyal consumers by providing the efficient and reliable
products.

Brand Positioning

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Brand Positioning

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ASSIGNMENT TOPIC

Brands, Their Brand Positioning And Effectiveness

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