EXECTIVE SUMMARYFor 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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INTRODUCTIONNothing 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 JJJunaid 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:

o External Analysis:

Stars

Deepak Parwani

Question mark

Junaid Jamshed

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Market Growth

Stars

Groom dress

Question mark

Embroideredlawn

Cash Cows

KurtasLawn

Dogs

Kids wear

Market Share

Cash Cows

Maria B

Dogs

Ameer Adnan

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

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Market Growth

Market Share

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:

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.

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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MARIA. B.

SWOT ANALYSISStrengths: 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:

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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.

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.

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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 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

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view the convenience of the customer the product should be available in the outlets of JJ at these places.

2.Demographic:

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.

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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 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

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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.

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:

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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.

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 :

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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.

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.

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:

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Product Category

Existing New

Bran

d N

ame

N

ew

Exi

sting

Line Extension

Brand Extension

Juniad Jamshed

Multi Brands

New Brands

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 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:

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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.

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

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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:

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:

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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 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.

PricePricing 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:

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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 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

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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:

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.

PlaceThe 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

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between the brands and Junaid Jamshed is trying its best to survive through this competition.

Indirect Marketing Channel: 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

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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:

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.

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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 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

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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.

Product Life CycleProduct 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

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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:

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.

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Introduction

Bridal Wear

Maturity

Junaid Jamshed

Sales and profits Sales

Profits

Losses and Investment

Figure: Product Life Cycle

QuestionnaireQ1) 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?

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GrowthDecline

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?

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?

BibliographyInternet’s references:

1. www.google.com 2. www.ask.com 3. www.junaidjamshed.net 4. www.mariab.com

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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.

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

Contact number: 0321-2430672.

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