EXECTIVE SUMMARY

For making the marketing plan of any fictitious product we have selected Junaid
Jamshed Pvt. Ltd. The product which we have selected is Junaid Jamshed’s Bridal Wear.

In this report there would be the brief description about the background of Juniad
Jamshed and its current marketing situation. After that we have discussed about the
market segmentation, target market and the marketing mix that is the 4P’s of marketing
related to the new product. Lastly the product lifecycle of new product has been
discussed.

The main purpose of this report is to provide an overview on the objectives and goals
behind launching this product that are to provide customer value and satisfaction and
with that to provide convenience to the customers. Another objective of Junaid
Jamshed is to maximize its sales and profits and if he would launch bridal wear along
with the already introduced groom then it would definitely improve its sales and profit.
For better sales Junaid Jamshed has to focus more on the promotion of its products at
national and international level.

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 INTRODUCTION
Nothing beats the excitement of preparing and organizing for you big day, your
wedding day; the day a couple makes a lifetime commitment to their relationship. every
woman dreams of, her wedding day. When she was a little girl, she used to plan this day
with all her friends, picturing it to be that "picture perfect wedding". Everyone has a
dream of what they want their wedding to be. Is it on going to be on the top of the hill,
on the beach during a sunset, or eloping? There are many different types of weddings,
but to that particular woman, it's her little touch that makes her wedding unforgettable.
Planning a wedding ceremony is time consuming, and takes a lot of compromising. For
the bride to stand out, the most important part to her is her wedding gown. The most
amazing piece of clothing that she'll wear in her lifetime. Every woman dreams of that
"perfect" gown. Although, a wedding wouldn't have that finally special touch if it was
not for that perfect gown, the one that everyone will be talking about for a lifetime.
Picking out that perfect gown takes time and effort. One has to decide on the cultural,
formality, color, size, style, material, accessories, money, coordinating with the rest of
the wedding.

And now Junaid Jamshed is here to convert a girl’s dream into reality. Raising their tag
line:

“HAVE A FEEL OF AN ANGEL ON YOUR

WEDDING DAY”

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 Background of JJ
Junaid Jamshed Pvt. Ltd was founded in 2002. First of all he started with his father with
a single shop in Karachi and after some years of hard work he established a brand name
with the name of Junaid Jamshed. In a short time span of 7 years, Junaid Jamshed has
built credibility in the market as a designer wear outlet for men and women with a
unique range of products. Junaid Jamshed helps people build an elegant image that is in
sync with their cultural and social values. Junaid Jamshed has its eyes firmly on
expanding to various cities nationally and internationally as well as diversifying its
product range in line with market trends to become a complete fashion stop for its
clientele. Junaid Jamshed was awarded BRAND OF THE YEAR in 2007. In the coming
years, God willing, JJ will be a market leader in manufacturing and retailing Pakistani
specialist designer wear across the world.

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 Current Marketing Situation
In this section there is a brief description about the market segmentation of the Junaid
Jamshed, its product review, a review on the competitors and then lastly a description
on how they are distributing its products in the market.

 Market Review:
Junaid Jamshed has built credibility in the market as a designer wear outlet for men and
women with a unique range of products. Its target market includes the people who are
brand conscious and want quality seeker. They are more focusing on the casual wear,
formal wear and groom outfits. Customer needs comfort and quality designs which are
in sync with the season and latest fashion.

 Product Review:
The product line which Junaid Jamshed is offering includes Kurtas, un-sitched lawn,
groom wear, Naay Rang, kids wear, shoes bags, perfumes, abayas and formal wear.
Along with that JJ is also handling a Travel agency with the name of Junaid Jamshed Pvt.
Ltd. Right now the two products of Junaid Jamshed which are Kurtas and groom wear
have got high market share.

 BCG MATRIX:

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BCG matrix i-e Bouston Consulting Group matrix tells about the market growth and
market share of a company and also about the product lines of that company that
whether it lies in stars, question marks, cash cows or dogs. There would be two BCG
matrixes. One determining the position of a company in BCG matrix with respect to the
competitors, this would be the external analysis. And other would be the internal
analysis telling about the position of the products of Junaid Jamshed.

o Internal Analysis:

Stars Question mark

Groom Embroidered
Market
Growth dress lawn

Cash Cows Dogs

Kurtas Kids wear

Lawn
o External Analysis:
Market Share
Stars Question mark

Deepak Junaid Jamshed

Parwani
Cash Cows Dogs

Maria B Ameer Adnan

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 Market
Growth

Market Share
 Competitive Review:
Competitive review gives the idea about the company’s competitors in the market.
Company tries to improve its performance by taking view about what the competitors
are doing for the same product. Junaid Jamshed would also be having a tough
competition in the market because many designers like HSY, Deepak Parwani and Maria
B are already designing the bridal. The competitive analysis of these designers is given
below:

o Deepak Parwani:
Deepak Parwani is a renounced designer in the Pakistan Fashion Industry. People really
prefer his designs and the quality of the products. The products lines which he is
offering include bridal wear, groom wear, party wear, casuals, sherwani along with the
different accessories. His outfits are comparatively higher in price then Junaid Jamshed
for example his bridal wear starts with the range 160,000 which are not affordable by
many of the common people.

o Maria B:
Maria B has also got good market position in fashion industry not only in Pakistan but at
international level also. Her designs are fine and unique. The products lines which she is
offering are bridal wear, party wear, casual wear, bags, shoes and perfumes. The price
range is comparatively high as compared to the market. Her bridal wear prices are
comparatively high then Junaid Jamshed’s.

o HSY:

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Another competitor for Junaid Jamshed is HSY. He is a very well known designer of
Pakistan fashion industry at national and international level both. He offers a wide range
of products which includes bridal wear, groom wear, party and casual wear for both
men and women.

MARIA. B.

 Distribution Review
The distribution review gives the description of the distribution process and the outlets
of Junaid Jamshed. Junaid Jamshed is the first designer of Pakistan who has opened the
largest number of outlets within Pakistan. There are almost 47 outlets of Junaid
Jamshed in 15 different cities of Pakistan. All these outlets are located at very good
areas where there is a tough competition between the designers and where mostly
people prefer to go for shopping. Like in Lahore the outlets are located at MM Alam
road, DHA, Fotress and at link road. In Islamabad the outlets is in the most popular
market i-e Jinnah market. Junaid Jamshed distribute its products only through these
outlets other than that there is no franchise of Junaid Jamshed in Pakistan.

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 SWOT ANALYSIS
 Strengths:
 Junaid Jamshed is giving value and satisfaction to the customers through good
quality outfits and at comparatively low prices than the competitors.
 All the designs of Junaid Jamshed are completely on eastern fashion.
 People adore Junaid Jamshed also because of his popularity as a pop singer in the
1990’s.
 JJ’s outlets are located at those locations which are easily accessible to everyone.
 Junaid Jamshed has established largest number of outlets in Pakistan.
 Another strength is that the combinations and matching’s of the groom wear and
the bridal wear would be easy for the customers.
 Weaknesses:
 Their promotion in the market is comparatively less than other brands.
 They are not offering any kind of photo shoots for the promotion of their designs.
 They are not arranging any kind of fashion shows.
 Opportunities:
 People of Pakistan prefer eastern clothes and the major focus of the designer of JJ is
on giving eastern touch to the outfits.
 They have also opened some of their franchises in London too and that would be a
good opportunity for them to penetrate in international market.

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 Threats:
 The major threat for Junaid Jamshed is its competitors like Deepak Parwani, Maria B
and HSY.
 All these designers are into the fashion market from a very long time and they have
got good experience and good market share of Bridal Collection so it would be
difficult for Junaid Jamshed to attract people.

Objectives and Issues

 Objectives:
Objectives of a company helps its marketing managers to design strategies for the
company based on these goals and objectives. Each product line of a company has its
separate objectives and strategies. Our new product line of Bridal Wear has also got its
own objectives and related issues. Some of the issues are as follows:

 To create value and satisfaction for the customers by offering them good quality of
bridal collection.
 Offering value added services to the product in order to make it more attractive for
the customers.
 Attain good market share of the new product in the market.
 Perform different promotions in order to increase the sales and profits of bridal wear
 Increase the positioning of brand and increase the trust of people so that customer
equity would also increase.
 Issues:
The various macro environmental issues could be a hurdle for the company to attain the
stated objectives. Political Factor is one of the factors that could affect the sales of the

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market. The main office, factory and management of Junaid Jamshed are in Karachi.
These days the political factors are not favorable. Every day some new problem arises
due to which the stock exchange is facing a severe decline and so as the business. Due
to karfues company has to close the factories and the offices which slow down its sales.

Another factor which would effect is the economic factor. Now-a-days whole world is
facing recession due to which the prices have raised, income of the people have also
lowered down as a result the buying power of the customers have lowered down too.
This has a very bad impact on the whole economy of Pakistan and on individuals’
business also.

CUSTOMER DRIVEN
MARKETING
STRATEGIES
Segmentation:
Segmentation is about dividing the market into smaller groups with distinct needs,
characteristics or behaviors who might require separate products or marketing mix.

1. Geographic:
Geographic segmentation is always based on the needs and wants of the customers.
The product should be easily available and accessible for the customers. In Lahore, from
shopping point of view the major area are MM Alam road and Fotress. So keeping in
view the convenience of the customer the product should be available in the outlets of
JJ at these places.

2. Demographic:

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According to the demographic segmentation the following factors should be followed:

 Income.
 Gender.
 Age.

The income of the person matters a lot for buying the bridal dress. As the bridal dress
would be launched by Junaid Jamshed so its prices would be comparatively high
because of it’s a brand name. The product will focus more on the females. Age would
also be an important factor in designing the bridal dress.

3. Psychographic:
Now as in psychographic segmentation, market is segmented on the basis of the social
classes of the society which is usually divided on the basis on economic condition of the
person. And as our product carries a brand name so it would be economical for the
upper middle class and higher class.

4. Behavioral:
In behavioral segmentation market is segmented on the basis of the response and
attitude of the customers that at what time what product they need. Bridal dress would
be segmented on the occasional basis as the product is bought only on the occasion on
wedding.

 TARGET MARKET:
A target market is a set of buyers sharing common needs or characteristics that the
company decides to serves.

o Micro Marketing:
In micro marketing, customers are targeted on the basis of individual needs and wants
which include local marketing and individual marketing. In local marketing brands are

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promoted according the needs of the customers in cities and stores. So for the
promotion of our product we will be using the same strategy of choosing the best main
outlets of Junaid Jamshed in different cities like Lahore and Karachi at initial level. It
would also include individual marketing in which the product i-e the bridal dress would
be designed according to the demand and wants of the customers. Customers can select
any design and any color combination other then the already designed outfits. So we
would be focusing more on the culture, demand, needs and wants of the customers.

o Competitive Advantage:
Competitive advantage is an advantage over the competitors gained by the company. It
could include giving extra benefits, could be in terms of price and greater customer

value. Some of the competitive advantage which Junaid Jamshed gains over the
competitors is as follows:

1) The customers are completely satisfied for the amount they pay for buying any
product from JJ. The managers of each outlet explain each and everything about
the product like the material of the fabric they use and other material for
designing the outfit so customers never feel that they are paying more and the
outfit is not that much up to the mark.
2) Another advantage which Junaid Jamshed gains is his own name. Many people
liked Junaid Jamshed a lot as a singer in the early 90’s he had been one of the
most popular pop singer of Pakistan and gained lot of fame at that time.
3) Junaid Jamshed offer comparatively reasonable prices than the competitors.
4) All the outfits of JJ have got the eastern touch which is according to the culture of
Pakistan.

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 Product Mix (4P’s)
Product
 What is the product:
The product is JUNAID JAMSHED Bridal dress. Among the four types of products in the
market our product falls into the category of specialty product. Because our product i-e
the bridal dress is a consumer product with the unique characteristics and have a brand
name that is Junaid Jamshed. The product is unique in terms of designs and other core
benefits from other designers. And significant group of buyers would make a special
purchase effort. The price of the product would be high because of the uniqueness
qualities and the brand name which it is carrying. The distribution of the bridal dress
would be exclusive, available in one or a few outlets per market area. The product needs
more careful promotion by company in order to position the new product in the minds
of the customers.

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 Levels of the product:
Product is to be planned basically on the three levels. These are:

 Core benefits.
 Actual product.
 Augmented product.

o Core benefits:
The first level for planning the product is to define the problem solving benefits that
consumers seek. Consumers who are buying the products of Junaid Jamshed are not just
buying the designer dresses but along with that they are also buying the feel of looking
inimitable. Bridal dress would be providing many benefits to the customers in terms of
the unique design and convenience for the customers. Now-a-days while buying the
dresses for the groom and the brides’ people are very vigilant about the color
combinations. When Junaid Jamshed would be introducing the bridal dresses then the
customers don’t have to take the tension about the color combinations of both the
groom dress and the bridal dress. The designer will match it up easily. Secondly
customers can buy both the outfits from one place which would be less time consuming
and less costly too.

o Actual Product:
The second level in designing the product is to convert the core benefits and actual need
of the customers into the actual product. At this level the product features, quality level,
labeling and brand name is decided.

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 Product Quality:
Product quality is considered to be one of the main factors in retaining the loyalty of the
customers. Offering best quality products to the customers will result in the repeat
purchase of the product which increases the brand loyalty of the customers. Our brand
Junaid Jamshed retains its customer loyalty by offering them high quality products. The
quality of our product would be defined in terms of the quality of the fabric and quality
of the material being used. The fabric and the material that would be used for making
bridal dress would be of high quality. Till now people have bought the groom dresses
and they are always satisfied about the quality of the product.

 Product Features:
Product feature is one of the ways of differentiating your product from that of the
competitors. The changes in the product make are its different features. Junaid Jamshed
is very vigilant about the different product features which he is offering to his
customers. Product features could be in terms of the different designs and different
colors of the outfits. His each outfits either kurtas or groom wear has different unique
features. Our product bridal wear would also have many different features because all
the designs are not always same. They differ either in color, fabric or the style. Customer
can also order his own designs according their own choice which makes it a different of
the same product but having slightly different features.

 Style and Design:

Style and designs are the ways of adding more customer value. Junaid Jamshed’s unique
designs and magnificent designs actually attract the customers and retain the loyalty of
the customers. Junaid Jamshed says that we offer different styles which are unique,
fabulous and which are according to the Islamic trend.

 Labeling:
Labeling matters a lot in the outlook of the product. It’s a tag on the product which
defines about the company name, the brand name and other information about the
product. Each product of Junaid Jamshed carries a tag on the outfits at the back, which
consist of the trade mark of Junaid Jamshed.

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 Brand Development:
A company has four choices when it comes to develop a brand. Among these four our
company Junaid Jamshed would be choosing the brand extension strategy. Brand
extension is about extending the existing brand to a new product category. We would
be launching a new product category of bridal wear with the existing brand name of
Junaid Jamshed. Product Category

Existing New
Existing
Brand Name

Brand
Line Extension
Extension Juniad
Jamshed
New

Multi New
Brands Brands

New Product Development

Process
In order to create successful new products, a company must understand its consumers,
markets and the competitors. They must develop those products that deliver superior
value to the customers. It must carry out strong new product development planning and
set up a systematic new product development process for finding and growing new
products. For developing our new product i-e the bridal wear we would also be
following the different steps of developing a product. The step-by-step procedure is as
follows:

 Idea Generation:
With the arrival of the new season Junaid Jamshed and his research and development
team thought of launching a new product which would be in accordance with the
season and also which is consistent with the customers wants. The systematic search
was conducted in order to find out the new product ideas. We analyzed the demands
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of the customers and the market. After the analysis they came up with different idea
about the different products. These include the embroidered lawn which is seasonal,
changes in the kids wear as its not gaining much of the market share and customers
attractions. Another idea about the new product was of launching the bridal wear.

 Idea screening:
After the generation of the different ideas the company has to choose one idea to
work-upon further. Different factors were considered while choosing one idea of new
product. First of all analyzing the embroidered lawn it was found out that already
Junaid Jamshed is offering simple lawn and its gaining much of the profit for the
company so introducing the embroidered lawn would not be that much profitable as
the simple lawn is. Then thinking about the kids wear it was concluded that already kids

wear is not making that much profit for the company and there are other many brand
in kids wear who are solely doing this business so investing in this would also not be
that much profitable for the company. The last idea left to ponder on was of bridal
wear. This idea seemed to be good for both the customers and also for the company.
Groom wear of Junaid Jamshed is having a good market share and people like his
deigns and prefer buying his brand so if we would launch bridal wear along with it then
it would also be gaining a good market share. And also the product is seasonal too. So
finally the company decided to launch the bridal wear of Junaid Jamshed.

 Concept Development and Testing:

The next step in developing the new product is to define the product concept that is the
detailed view of the idea in terms of the customers. Through this the company actually
finds out that how attractive is the new product concept to customers. The product
concept of bridal wear could be defined as follows:

 It’s a product which has a popular and strong brand name in the fashion world of
Pakistan i-e Junaid Jamshed.
 The product would be providing convenience to the customers in a way that they
could buy the groom wear and the bridal wear from one place which could save the
time and cost also.

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 The designs would reveal the latest fashion which would be according to the culture
of Pakistan.

As far as the testing of the new product in the market is concerned the company would
be launching some of its designs in the different exhibitions taking place in the Pakistan
and then they could assess about the product positioning in the market when it would
be actually launched in market.

 Business Analysis:
The business attractiveness of the proposal should also be evaluated along with the
evaluation of customer needs and wants. It involves the review of the sales, costs and
profit projections for a new product to find out whether it satisfy the company’s
objectives and to find out that how much profit it would gain because if the analysis

would show that the product would not generate any profit then it should be stopped at
this step. To find out the business analysis of our product we would see the sales of the
groom wear of JJ as its already been launched in the market and has got good market
share and also its sales would be synchronized with the bridal wear because people
would buy both the products in the same season. It took about 2 to three years for
Junaid Jamshed to get a good market share with regards to the groom wear so the same
would be expected for the bridal wear as the competition is high in the market as every
brand is trying to attain maximum customer loyalty.

 Product Development:
When it would be proved from every aspect that the product would be profitable for
the customers and as well as for the company then the product concept would be
converted into the physical product ensuring that the product idea can be turned into a
workable product. At this stage after the complete analysis the designing of the bridal
dress would be started ensuring that it would be a tough competition to the
competitors.

 Test Marketing:
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For the testing of our product we would be using the strategy of standard test
marketing in which the company finds the small number of representative test cities,
conduct full marketing campaigns in these cities and evaluate the performance of the
product in the market. We would be launching the bridal wear initially only in two cities
that are Lahore and Karachi and we would be selecting some of its outlets in these two
cities. After the testing of a month or two we would get some idea about the response
of the customers towards it and if they need any more changes in it then we could carry
out that easily.

 Commercialization
Once we are done with the test marketing and it is confirmed that the customer are
liking that product and the product is lucratively accepted by the market then we would
be introducing the product in all the cities and the outlets of Junaid Jamshed.

 Management of New Product Development:

New product development involves more than just going through the set of steps.
Companies must take holistic approach to manage this process. For the management of
our product we would be focusing on the customer centered new product development
and team based new product development.

o Customer Centered New Product Development:

This approach for the management of the product focus more on solving the needs of
the customer and developing the product according to their wants which would be
adding more customer value and the element of satisfaction. Here at Junaid Jamshed
we would be following this approach for the development of our product. We would be
asking to our customers that what designs they like and what color combinations they
would want in the bridal dress. The designer obviously use his own thoughts and

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innovation for designing the bridal dress but with that he will also focus on that what do
customers need.

o Team Based New Product Development:

An approach of developing new products in which various company departments work
closely together, overlapping the steps in the product development process to save time
and increase the effectiveness. For the development of our product we would be
following this approach too. The designer, supplier, marketing and sales department
would be working together. The supplier interaction with the company is very necessary
so that the designer could make the dresses on time. In the same way the designer of
the outfits must work closely with the marketing department in order to find out that
what designs their customers would like. Therefore the complete product development
is based on one team having different people of different departments.

Price
 Pricing Strategies:
Pricing strategies usually change as the product passes through its life cycle. Companies
bringing the new product in the market face challenge of setting new prices for the first
time. We also faced the difficulty in setting the prices of our new product i-e the bridal
wear. For setting the prices of our product we took in account the prices of our existing
product line of groom wear because though that it was easy to find out that what price
would be feasible for both the company and the customers. We have also observed the
prices of the competitors who are already in this business of bridal wear. The pricing
strategy which we have followed is as follows:

o Market Skimming Pricing:

Using this strategy for setting the price the company set the prices for a new product to
skim maximum revenues. And the company selects those segments that will be willing
to pay the high price. The company makes fewer but profitable sales. We have also
selected this pricing strategy for our product because the bridal dress carries a brand

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name of Junaid Jamshed and people who buy the outfits know it pretty well about the
high price ranges and still they buy it from Junaid Jamshed because people who are
brand conscious pay more attention on the quality of the product and pay less attention
on the price of the product. The managers of the Junaid Jamshed also try to convince t
customers on the quality of the product.

 Product Line Pricing Strategy:

Pricing is difficult because the various products have related demands and costs and
face different degrees of competition. We would be launching the complete product line
of bridal wear. The different product line strategies that we would be using for the
launch of our product are as follows:

o Product Line Pricing:

In this strategy prices are set for the various products in a product line based on cost
differences between the products, customer’s evaluation of different features and
competitor’s prices. We are following this strategy for our product line of bridal wear
because each product in it has different features, different designs and quality stuff
thereby increasing the cost of the product also. The price if the competitors are also
countered so that the customers could be given more value.

o By-Product pricing:
Using this strategy prices are set for the by-product in order to make the main
product’s price more competitive. This is not concerned with the profitability it’s
actually a value added product which attracts the customers. So following this strategy
we would be offering Pouches as a by-product along with the bridal wear. This would
be valuable for the customers which is our major concern.

o Optional Pricing:

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 In optional pricing we would be offering bridal studio as an option that is the
customers can avail this offer of photo shoot if they would buy the bridal or groom
wear from Junaid Jamshed. The customers would be given special discount too.

 Price Adjustment Strategy:

Companies usually adjust their basic prices to account for various customers’ differences
and changing environment. The price adjustment strategy that we would be following
for our product would be the discount pricing.

o Discount pricing:
This strategy is actually about straight reduction in price on purchases during a stated
time of period. We would be using this strategy in the seasons of weeding when there
would be more purchase of the bridal wear in order to catch the attention of our
customers and also to cope up with the growing competition in the market.

Place
The place concept of marketing basically focuses on the distribution channels where the
products would be available to the final consumers. The marketers must be very vigilant
in choosing the places for the availability their products. The distribution channels
should be easily accessible to the consumers.

Here at Junaid Jamshed all the products of the brand are available in the outlets of
Junaid Jamshed in different areas. For example in Lahore the outlets of Junaid Jamshed
are at MM Alam road, Defence Y block, Link road Model town and Fotress. It should be
noted over here that the outlets of Junaid Jamshed are located in porshe areas of the
city. Where almost every brand has an outlet and there is a tough competition going on
between the brands and Junaid Jamshed is trying its best to survive through this
competition.

Indirect Marketing Channel:

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Indirect marketing channel is that in which contain one or more intermediary levels.
Junaid Jamshed is also using the concept of indirect marketing. Junaid Jamshed
distributes its products to its outlets from where the customers can but easily.
Therefore, the accessibility and attractiveness of the outlets matters a lot from the sales
point of view. Because these outlets act as medium to deliver the product and services
offered by the company to the end customers and also to convey the demands of the
customers to the producers.

Retailing Concept
Retailing includes all the activities involved in selling goods or services directly to the
final consumers for their personal and non business use. Junaid Jamshed falls in the
category of specialty stores.

 Specialty stores:
Specialty store carry narrow product line with deep assortments of products. Junaid
Jamshed is a brand and all its outlets would be a specialty store as the product lines
available over there are limited and unique. Customers could buy the outfits of Junaid
Jamshed only from his outlets. They will not find it anywhere else or on the outlets of
the other brands.

 Franchise:
There is no franchise of Junaid Jamshed in Pakistan they have their own outlets but in
London there are four Franchises of Junaid Jamshed which are owned by other person
which are not in the company. They have the contract with Junaid Jamshed and the
profits of the sales are distributed in some ratio between the company and the owner.

 Amount of services:
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Junaid Jamshed is providing full service to the customers that is, at their outlets the
managers guide the customers and make them aware of the product and its attributes.
The managers provide the information about the quality of the fabric used and the
material for making the outfit. This provides more customer value as their co-ordination
with the customers makes good customer relation and also the factor of satisfaction for
the customers.

Promotion
Promotion is also one of thee major element in the marketing product mix. It actually
about how the company is promoting its products to the target customers. Promotion is
also used to create the positioning in the minds of the customers because the product
alone could not reach to the customers it’s palpable that some medium must be used to
prop up the products.

Junaid Jamshed would also have to promote its products so that the customers could be
aware of the latest designs and fashions. And particularly in the fashion industry
promotion of the products is very necessary because of the tough competition in the
market. The different promotion tools which Junaid Jamshed could use are as follows:

 Advertising:
It’s a paid form of non personal presentation of the products and services. Using
this tool Junaid Jamshed could promote the bridal wear before its launch so that

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the people would be aware of it and after the launch the sales could increase. The
product could be promoted by giving ads on the television like on the fashion channels
of Pakistan like F-TV. Then billboard could also be used for the promotion purpose. As
the outlets of Junaid Jamshed are at MM Alam, Defence, Fotress and Link Road so the
billboards could be displayed in these areas so that the people would be aware of the
up coming product. In the same way ads could be given on internet through many sites.
Various sites like Facebook, Yahoo and Hotmail have provided the facility of displaying
the ads so Junaid Jamshed can give ads using these sites and could also use the
company’s own official website for the promotion.

 Sales promotion:
Sales promotion is about giving short term incentives to encourage the purchase or sale
of product. Junaid Jamshed could use this tool of promotion in the peak seasons when
the demand of the bridal wear increases. The sales promotion could be in the form of

offering extra discount to the customers or giving some other type of

value added services to the customers. This discount could also be in the
form of giving loyalty card to the customers which offer different
discounts on different products of Junaid Jamshed.

 Personal Selling:
In personal selling the firm’s sales force present the products to the customers for the
sake of building customer relationship. Junaid Jamshed can also use this tool of
advertising by taking part in different exhibitions. Many fashion shows are organized
within at national level and at local level and also at international level. The sales force
of Junaid Jamshed and qualified people who can present well can be sent to these
exhibitions in order to promote their products and to make strong customer
relationship.

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 Product Life Cycle
Product Life Cycle shows the product’s sales and profits over its lifetime. It involves five
distinct stages: product development, introduction, growth, maturity and decline.

Company:
After making the analysis of our company and its product’s, results reveal that the right
now Juniad Jamshed is at the stage of maturity because it has received the acceptance
of customers in its early period when Juniad Jamshed came into market but now many
other designers have also joined the market with fresh ideas and there is going a tough
competition between the designers. Due to this the sales have lower down and so as the
profit. In 2008 7% sales have dropped down as compared to the previous years due to
which from growth stage it has come to the maturity stage. Junaid Jamshed has to
spend a lot for making more promotions in order to survive through this tough
competition. These promotional expenses have lowered down the net profits of the
company also.

 Bridal Wear:
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Our new product is at introduction stage right now as the product would first be
distributed and then it would be made available for purchase. After the analysis of the
sales and profits of the previous products it is estimated that the product would reach
to the growth stage in almost one year as there is a tough competition in the bridal wear
and in would take time to penetrate into the market and achieve a good position in the
market.

 Strategies:
In order to take the bridal wear from introduction stage to the growth stage the
company should offer product extension services and it should build awareness about
the new product to the mass market.

Maturity
Introduction

Bridal Wear Junaid Jamshed

Sales and profits Sales

Growth
Decline
Profits

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Losses and Investment

Figure: Product Life Cycle

Questionnaire
Q1) How Junaid Jamshaid has got into this field of business?

Q2) What was the first product that Junaid Jamshaid has launched? And how was the response
of the customers? (In terms of sale of their product)

Q3) What are the different product lines of JJ?

Q4) What value are you giving to your customers in order to capture value from them in the
form of customer loyalty towards your brand?

Q5) You have not launched Bridal Wear in Pakistan yet. What is the main purpose behind it in
spite of the fact that people prefer buying groom dress from JJ and you can give a tough
competition to the competitors?

Q6) Have customers ever demanded for the launch of bridal dress from you?

Q7) How are you choosing your target market for the existing products? What factors you
consider while choosing your target market?

Q8) What are the basic qualities of your brand which makes it different from your competitors?

Q9) Which market orientation strategy are you following in your company? Is it focusing more
on the needs and wants of the customers of is it on the product quality, its features and
designs?

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Q10) How are you promoting your current products? How you are branding your product in the
market?

Q11) Who is supplying you the fabric and material for designing the clothes?

Q12) Is there any outlet of JJ which is outside Pakistan? What is the impression of JJ’s brand in
international market?

Q13) How much investment each product line is receiving? And what is the return on
investment from each product line?

Q14) Now-a-days the political conditions of Karachi are not that much favorable for the
businesses?? What is the impact of it on your company?

Q15) On which demographic factors your company focus more for selecting the target market?

Bibliography
Internet’s references:
1. www.google.com
2. www.ask.com
3. www.junaidjamshed.net
4. www.mariab.com
5. www.deepakperwani.com
6. www.pakistanidesigner.net/
7. www.hsy.com

Book’s references:
8. “Principal of Marketing” by Philip Kotler and Gray Armstrong.

Company’s references:
9. Mr.Adnan Malik” SALES MANAGER” (link road outlet Lahore).

Contact number: 0322-2163188.

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10. Arshad Malik “SALES AND MARKETING MANAGER” Karachi.

Contact number: 0321-2430672.

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