Degree

Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)

Advisor

Dr. Nasir Afghan

Project Coordinator (Internal)

Dr. Nasir Afghan, Asad Ilyas, Salma Mirza

Committee Member 1

Dr. Nasir Afghan, Institute of Business Administration, Karachi

Project Type

MBA Research Project

Abstract / Summary

The Junaid Jamshed project required us to develop a marketing strategy related to its three main lines of ladies wear, J. Lawn, Nearang (hand woven) and Pret (Ready to Wear). The scope was quite wide of the project especially because the ladies clothes product is one which every age wears and across a huge geographical boundary. So we started with a focus group with the designers at Junaid Jamshed so as to get the background of the product. Then we started with focus groups of retailers and customers. Using the information gleaned from these focus groups, we progressed with the development of our questionnaire. We had to rush with the development of our questionnaire because our client asked us to conduct a survey in the exhibition of Junaid Jamshed because the customers that came to the exhibition had a high probability of being a loyal customer and hence would give us detailed information. We conducted more than a hundred questionnaires out of which error free were 89 which we coded and analysed. Then we reviewed the results and found the need to change some questions because the last questionnaire had become too specific to the exhibition and our scope was not the exhibition but the overall market. So the next survey was conducted generally and over a sample of 220 out of which 216 were coded and analysed. We also surveyed other exhibitions so as to understand what the customers want and what the competitors are offering. Then we conducted five in-depth interviews to get more insight which could help in the formation of recommendations. The findings of both surveys and other methods of gathering information were very enlightening. Most of the customers of Junaid Jamshed came from Gulshan and Defence areas while for the exhibition came from Defence and Clifton, i.e. those people near the venues. The customers liked the Junaid Jamshed outlets and found them accessible and the layout was determined as good. The customers in both samples required affordability with quality in clothes which equaled to Value for Money. The customers liked to have something unique in colors and designs and knew very well the brands available in the market and what each brand stands for and offers. The customers knew about Junaid Jamshed’s two lines Lawn and Nearang but had no idea about the ready to wear line even though it was in the stores and also placed in the exhibitions. Junaid Jamshed also had an issue with the fact that Junaid Jamshed does not advertise much and does not give out any brochures for reference or giving to tailors for designing. Customers also bought ready to wear clothes and hence were a potential market for Pret. Most of the customers mentioned Gul Ahmed as the first brand in Lawn. Junaid Jamshed was also recalled but in third position. A customer perception map was also developed for the report considering the brands analysis we asked the customers to do. Most customers wanted to have an affordable solution to the hassles of having clothes stitched according to the latest designs. But they did not want to pay a lot. Most responses for this were on the low price ranges which may affect the costs of the company.

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