Client Name

Junaid Jamshed PVT Ltd

Faculty Advisor

Dr. Mohsin Ali Patel, Assistant Professor and Program Director PGD Programs, Institute of Business Administration, Karachi

SBS Thought Leadership Areas

Other

SBS Thought Leadership Area Justification

The project demonstrates thought leadership in the area of Digital Consumer Engagement and Strategic Marketing in Emerging Markets. Through this project, we explore how contemporary marketing theories and tools – from consumer segmentation and persona development to omnichannel digital marketing – can be applied in a real-world emerging market context. The insights gained showcase innovative approaches to bridge the gap between traditional retail marketing and the rapidly evolving digital behaviors of young consumers. In particular, the project provides leadership in understanding how cultural context (Pakistan’s fashion heritage and social norms) intersects with global digital trends (social media, influencer culture, e-commerce) to shape effective marketing strategies. By combining academic frameworks with on-ground primary research, the ELP offers a model for data-driven, consumer-centric strategy development that could be beneficial to other retail brands navigating generational transitions.

Aligned SDGs

GOAL 9: Industry, Innovation and Infrastructure

Aligned SDGs Justification

This project aligns with SDG 9: Industry, Innovation and Infrastructure, focusing on fostering innovation in industry practices and infrastructure – in this case, digital marketing infrastructure and innovative engagement strategies in the retail sector. By developing strategies that leverage digital tools and data-driven insights, the project contributes to building resilient business practices and promoting sustainable industrial growth.

NDA

No

Abstract

This ELP report presents a comprehensive Experiential Learning Project (ELP) undertaken in collaboration with J. (Junaid Jamshed Pvt Ltd), a leading Pakistani fashion retail brand. The project analyzes two key generational consumer segments – Generation Z and Millennials – with a further split by gender (male and female) to develop tailored marketing strategies for each. A mixed-method approach was employed, including quantitative surveys and qualitative interviews/focus groups, to investigate the shopping behaviors, digital engagement, brand perceptions, and preferences of these segments. The findings reveal distinct patterns: Gen Z consumers are highly digital-native with a strong presence on social media and a desire for authenticity and inclusivity, whereas Millennial consumers exhibit relatively higher brand loyalty and value-driven purchasing, balancing online and offline influences. Industry and academic literature are integrated to contextualize these findings – drawing on marketing theory, digital behavior trends, and Sustainable Development Goals (SDGs) considerations – to formulate strategies aligned with both consumer expectations and broader sustainability and social impact goals. Recommendations are presented for four target sub-segments: Gen Z Male, Gen Z Female, Millennial Male, and Millennial Female. These strategies encompass tailored digital 7 marketing tactics, product and shopping experience adaptations, and engagement initiatives (such as influencer collaborations, personalized content, and omnichannel enhancements) designed to resonate with each segment’s unique needs and values.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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