Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)


Salma Mirza

Project Coordinator (Internal)

Dr. Nasir Afghan, Asad Ilyas, Salma Mirza


Junaid Jamshed

Committee Member 1

Salma Mirza, Institute of Business Administration, Karachi

Project Type

MBA Research Project

Keywords">U & I Garments, Junaid Jamshed, Children’s apparel, Kaliyaan

Abstract / Summary

The purpose of the project is to develop a Marketing Plan in order to rejuvenate the kid’s apparel line at Junaid Jamshed. The Project consists of initial evaluation of Chotu (boys Apparel line) and Kaliyaan (Girls Apparel Line), indentifying the problem & opportunity areas, planning and implementation to grow in these areas. The Research methodology was based on extensive focus groups of Consumers &Retailers as well as In-depth personal interviews with Management & Designers. Furthermore, the study also conducted a survey amongst existing and potential customers of Chotu & Kaliyan to evaluate the current perception of the J. product and those of competition, the buying behavior and awareness of J.Brand. After conducting a thorough market visit and exploring competition with insights from the exploratory research, gaps are determined which are below industry standards and creating negative perception of J. Recommendations are given to fix the gaps where the opportunity lies for J. to grow Chotu and Kaliyaan as their successful brands. The high priority areas indentified for J. include providing a J. Experience that is customized to their sub-brands, reaching out to the potential target audience, exploring further channels to create awareness of the J. brands and generating a brand experience which offers a strong value, recall and loyalty in the branded kid’s apparel industry. A budget and implementation plan is laid out for J. to smoothly execute the strategy over a period of 6 months and thus gain a strong foothold in the branded kid’s apparel industry of Pakistan.

Available for download on Monday, February 01, 2027