Degree
Master of Business Administration
Faculty / School
Faculty of Business Administration (FBA)
Advisor
Humayun Ansari
Project Coordinator (Internal)
Dr. Nasir Afghan, Asad Ilyas, Salma Mirza
Client
Junaid Jamshed (Pvt) Ltd
Committee Member 1
Humayun Ansari, Assistant Professor, Institute of Business Administration, Karachi
Project Type
MBA Research Project
Keywords
https://ir.iba.edu.pk/do/search/?q=Marketing%20strategy&start=0&context=8598587&facet=">Marketing strategy, Communication mix, Branding, Trust and reliability
Abstract / Summary
The objective of our MBA Project was to devise a marketing strategy for our client Junaid Jamshed (Pvt.) Ltd’s brand J. Kurta so as to explore new market segments and strengthening the current market. This report deals with market analysis using secondary data, then further goes on to analyze the current market strategy of J. using primary research and then finally concludes with recommendations for modifications in marketing strategy and ways to implement it. With the current market analysis, the total population of Karachi stands at 15.5 million according to 1998 census with a growth rate of 4.38%. Analyzing the market further, we find out that the total target market for J. Kurta currently exists at 1.7 million people. This figure was reached taking in account the two tiers (A and B) J. currently markets in. As per secondary research; the population growth rate for Karachi is 4.38%, sales for Junaid Jamshed’s kurta showed a growth rate of less than 1% and income growth of 7.76% has been observed. Impact caused by changing trends has also been discussed.We identified three different market segments to be catered in the kurta segment; 1.(Age 15-45, Single and Married, SEC A) 2. (Age: 15-35, Single, SEC B&C and A) 3. (Age 35-45, SEC B&C). Each of these market segments is analyzed to be the most profitable ones for J. and appropriate promotional measures have also been recommended in this report.
Recommended Citation
Iqbal, A., Fasieh, M., Raheel, M. O., Qureshi, S. M., Hussain, S. K., & Ali, S. U. (2011). Marketing strategy for Junaid Jamshed (J. Kurta) (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/191
