MARKETING MANAGEMENT

[J. Junaid Jamshed]

(Business Report)

COURSE: MARKETING MANAGEMENT

COURSE CODE: MKT 231

CLASS: BBA 3-B (MORNING)

TEACHER NAME: DR SHAISTA KAMAL KHAN

Group Members
 Khawaja Asim Razi (02-111231-111)
 Muhammad Muzammil (02-111231-346)
 Nabeel Nafees (02-111231-129)
 Agha M Irtaza Jawwad (02-111231-233)
 Furqan Khan (02-111231-279)

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 TABLE OF CONTENT
Topic Page no
1. Executive Summary 03
2. Product and Services 05
3. Market Analysis 07
4. SWOT Analysis 08
5. The Marketing Mix 09
6. Strategies 10
7. Management Summary 11
8. Achievements 13

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Executive Summary:

History:
It all started with an outlet at Tariq Road in 2002. Initially, only men's wear was available at the
store, but later on clothing for women, children, teens, as well as formal wear including groom's
wear was also added to the product list as expansion continued. In 2011, we took another bold
initiative and gave a new look to all our outlets as part of our ‘New Outlook, New Outlet'
strategy. This broke the monotonous theme of our outlets by making them more modern and
different from others. Working with different popular materials such as silk, chiffon, cotton,
cambric lawn- we became an all-rounder for changing seasons. J. suffices itself to be a brand that
is accessible all year round. With consumers approaching with different mindsets, we pride
ourselves to be a favorite amongst different niches.

Objectives:
The main idea behind launching J. was to reintroduce traditional clothes in Pakistan with a blend
of modernism. For this purpose, we initiated with reworking on our Eastern dresses, especially
Qameez Shalwar and made them contemporary with the latest elaborations available. The
experimentation with this rare combination resulted in an increased interest of people toward
modified Eastern ensembles, which will always be in vogue.

Goals:

J. Junaid Jamshed aims to provide high-quality, culturally resonant apparel and lifestyle products.
The company aims to increase its international market presence while maintaining high customer
service standards.

Mission and Keys to Success:

J. Junaid Jamshed's mission is to combine traditional craftsmanship with contemporary designs,
resulting in authentic and stylish clothing and lifestyle products that reflect cultural heritage and
modern aesthetics. J. Junaid Jamshed believes that maintaining consistent product quality,

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developing a strong brand identity, and engaging customers effectively through marketing and
service excellence are critical to success.

Company's Summary:

Ownership:

J. Junaid Jamshed is a privately owned company.

Company’s Name:

J. Junaid Jamshed

Website:
Official website link
http://www.junaidjamshed.com

Industry:
Retail Business

Company size:
501-1,000 employees

Headquarters:
Karachi, Sindh

Specialties:
Men's Sherwani, Men's Kurta, Men's Kameez Shalwar, Women Lawn, Women Kurti, Boy's
Kameez Shalwar, Girl's Kameez Shalwar, Perfume, Cosmetics, Footwear and Peshawari.

Locations:

Primary Location: 2/12, Sec- 19, Korangi Industrial Area, Karachi, Sindh 75400, PK

The headquarters of J. Junaid Jamshed is located in Karachi, Pakistan. The company operates
numerous retail outlets across Pakistan and has expanded its footprint to several international
markets, including the UAE, UK, and Canada.

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Product and Services:

Men’s Wear:

The diverse collection of men's wear at J. ranges from formal to

semi-formal to casual wear. All these ensembles are adorned with the
right amount of embellishments, embroidery and/or cuts, depending
on the event they are made for.

Our men's collection includes:

• J. Kurta
• Qameez Shalwar
• Waistcoat
• Unstitched Fabric
• Sherwani, Turban, Khussa and other accessories for the groom
• Shoes

Women’s Wear:

Dazzling and impressive is what defines J.'s women's wear. They are inspired by the latest
fashion trends yet have a traditional tinge of our Eastern style. Available in striking colors, these
ensembles are perfect for any occasion.

Our women's collection includes:

• Kurti Collection
• Lawn (Stitched and Unstitched)
• Silk Collection
• Hand-Woven Collection
• Jewelry
• Shoes

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Children's Wear:

J. not only makes clothes for men and women, it also has an exemplary children's collection.
This collection is further divided into Teens, Boys & Girls, and Infants, and each category offers
vibrant age-appropriate.

Groom's Wear:

Our traditional men's Sherwanis, Turbans, Khussas and Shawls are the epitome of sophistication
and modern designs. Their styles, colors and the detail work outshine everything else and make
the groom the center of attention, which is his right.

Perfumes:

A wide array of perfumes is also available at J., which can be worn by anyone. They vary from
light fresh flowery fragrances to heavy musk, which are extremely delightful and pleasant. They
are a treat for the senses and are appreciated by our customers.

Accessories:

J. also accessorizes its men and women's wear with fashionable shoes, jewelry and bags to make
the outfits suitable for any occasion.

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Market Analysis:

Segmentation:

J. Junaid Jamshed targets multiple segments within the fashion market, focusing primarily on
traditional and contemporary apparel. The market is segmented by demographics such as age,
income level, and lifestyle.

Target Markets:

J.’s primary target markets are in Pakistan and overseas, particularly in regions such as the
United States, Canada, England and the UAE. Domestically, they focus on urban centers like
Karachi, Lahore, and Islamabad, where the demand for high-quality wear is high.

Needs:

Cultural Relevance: Meeting the demands of diverse cultures through the fusion of traditional
designs with contemporary trends.

Quality: Superior quality in terms of fabric and workmanship.

Variety: Providing a large selection of goods, such as clothing for men and women, kids, and
lifestyle items like cosmetics and fragrances.

Accessibility: With a large number of physical stores (outlets) and a strong online web presence.

Trends:
E-commerce Emergence: A large numbers of consumers, especially those from overseas
markets, are making purchases online.

Fusion Fashion: An increasing number of people are wearing a combination of traditional and
modern styles.

Sustainability: Increasing public knowledge and demand for ethical and sustainable fashion

Main Competitors:

J. Junaid Jamshed faces competition from several other established fashion brands in Pakistan
and the broader South Asian market. Key competitors are listed below:

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Khaadi: Known for its innovative designs and product range.

Eden Robe: Another significant brandt in traditional and contemporary clothing.

Gul Ahmed: Renowned for its textiles and ready-to-wear apparel.

Alkaram Studio: Offers a variety of fabrics and fashion apparel, both stitched & unstitched.

Competitive Advantage:

The brand is renowned for its high-quality products, which ensure customer satisfaction and
loyalty. J. offers a diverse range of products, including apparel for men, women, and children, as
well as accessories and fragrances, catering to a broad customer base. The strong brand identity,
bolstered by the legacy of its founder Junaid Jamshed, builds trust and emotional connection
with consumers.

SWOT Analysis:

Strengths:

Good Quality & lower prices than competitors.

Eastern Fashion.

Wide product line.

Outlets locations easily accessible.

Main Focus on Market Trends

Weaknesses:

Promotion is less than other brands.

High cost of production.

Not arranging any kind of fashion shows.

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Opportunities:

Preference of Customers

Also opened franchises abroad in London, Dubai, Abu Dhabi.

International promotion of brand

Acquire more companies.

Threats:

Competitors like Gul Ahmed, Khaadi and Eden Robe.

Government policies.

Customer needs consistent changing.

Political instability.

The Marketing Mix:

4P's of marketing:
Product:
Dresses for all ages for men and women
Including wedding dresses

Fragrances, foot wares, bags

Newly launched food products

Price:
Customers for all income ranges

From high income range to low income range

Dresses starts from 3000

Bridle dresses starts from 20,000

Other accessories starts from 2500

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Place:
Beautifully designed interior

Main source of attraction of customers

First outlet in Karachi, Tariq Road

Now 50+ outlets present all over in Pakistan

Promotion:
Main attraction of J. are active social media users

Through online system: Facebook,

Instagram, Twitter (X)

Official Website:

http://www.junaidjamshed.com

Strategies:

Marketing Strategy:

This company came with a simple philosophy "The greatest good for the greatest number of
people". This shows that how they are more concerned about satisfying customer needs J. The
Company has been declared as the "brand of the year".

New Outlook, New Outlet Strategy:

In 2011, they took another bold initiative and gave a new look to all our outlets as part of our
New Outlook, New Outlet' strategy. This broke the monotonous theme of our outlets by making
them more modern and different from others.

Corporate Philosophy:

The main idea behind launching J. was to reintroduce traditional clothes in Pakistan with a blend
of modernism, For this purpose, we initiated with reworking on our Eastern dresses, especially
Kameez Shalwar, and made them contemporary with the latest elaborations available.

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Promotional Strategies:
Seasonal & Festive Discounts: J. frequently offers seasonal sales and festive discounts to attract
customers. These promotions are strategically timed around key shopping periods such as Eid,
Ramadan, and other cultural festivals.

Digital Marketing Campaigns: The brand actively engages in digital marketing through social
media platforms like Instagram, Facebook, and YouTube. J. uses these platforms to showcase
new collections, share fashion tips, and run interactive campaigns.

Traditional Advertising: J. also utilizes traditional advertising methods such as print ads in
fashion magazines, billboards, and television commercials. These advertisements often highlight
the brand’s latest collections and promotions, reinforcing its premium image and reaching a
broad audience.

Management Summary:

Finance Team:

All the finance-related decisions are taken by the Finance Team whose responsibility is to make
sure the company’s financial statements are in order and transparent. Also, we believe in non-
interest based financing and comply with all Shariah rules to ensure our money is riba free.

Management Team:

The marketing and Sales Team is comprised of experienced professionals who have in-depth
knowledge of the market they are operating in. They are also well-informed of their surroundings
and are continuously thriving to maintain the brand's market leader position by working in
collaboration with other departments.

MIS – IT:

Today, no company can survive without an effective IT infrastructure. One of the secrets of us
being the benchmark is our effectual IT network. It plays a major role in giving us an insight of
what is happening inside and outside the organization.

Performance:

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J. is a market leader when it comes to traditional wear. We try to incorporate all those dated
embellishments and designs like Gota Kinari and Block Prints in our collection in a manner that
they seem part of the latest trends. Our team consists of skilled artisans and professional fashion
designers. This is the reason that when they mix the old with the new, the outcome is seamless
and timeless designs that are highly appreciated by our customers

Designing/Creative:

Coming up with new designs every time is a challenging task especially when you are operating
in a fickle market where trends change in the blink of an eye. But hats off to our Creative Team
who not only works meticulously to ensure timely availability of stocks, it also produces designs
and styles that are just amazing.

Production:

After the designs are approved, they are sent for production. Our Production Team there uses the
latest technology to meet the standards required to produce flawless weaving, printing,
embroidery, cutting, styling, stitching and packing. J. is a full-fledged fashion retail brand with
men, women, children, and teens' wear.

Environment:

At J., whether it's a customer or an employee we are dealing with, we treat them like a family
member. Our outlets with their friendly staff make shopping a pleasure. Our working
environment is positive, supportive and those who perform well are bestowed with awards and
certificates to acknowledge their effort and elevate their motivational level.

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ACHIEVEMENTS:
Within a short span of time, J. has expanded its reach across Pakistan and abroad. Its 50+ outlets
in Pakistan alone are a testament of the efforts the company has put in to become the country's
largest fashion retail brand. Best of all, each outlet has a new and inspiring outlook where
customers can shop in comfort. This truly justifies the fact that the company has won Brand of
the Year Award in the fashion retail category for 3 consecutive years.

Aside from its extensive network of branches across Pakistan, J. has also set its foot in the
Middle East, USA and UK, with its branches in Dubai, New Jersey, Abu Dhabi, Qatar, Bradford
and a new branch has opened in Jeddah.

This makes the brand a one-stop shop for All Seasons and All Occasions. The summer
exhibitions organized by J. also receive an overwhelming response from the customers where
they unveil their latest designs and styles. This has motivated them to hold further exhibitions in
other cities and countries besides Karachi.

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