J. Junaid Jamshed started as a men's clothing brand in 2002 in Karachi, Pakistan. It has since expanded to offer women's and children's clothing as well. The brand focuses on modernizing traditional Pakistani dresses like shalwar kameez through embroidery, color, and cuts. It aims to make traditional looks stylish. J. Junaid Jamshed has over 100 stores in Pakistan and internationally. It analyzes its strengths like affordable pricing and designs based on tradition against weaknesses like limited marketing. Competitors include Deepak Parwani and Maria B, while opportunities exist in international expansion and focusing on traditional Pakistani styles.

1. J. Junaid Jamshed
Introduction:
J. Junaid Jamshed started as a brand in 2002 with the launch of the first store at Tariq road in
Karachi. At first, J. was only the men’s brand and was offering only gents clothing in
Pakistan’s clothing industry. However, in 2011 J. Junaid Jamshed also started selling ladies
and kids ready to wear dresses too. In such a short time period, this brand has takes a lot of
popularity and has become one of the most demanding fashion wear by the people of
Pakistan. The type of clothing it offers contains ethnic wear as well as the latest fashion wear.
J. Junaid Jamshed actually worked on modifying our traditional Pakistani dresses like
Shalwar Qameez and make some changes in them by modernising them according to the
latest fashion trends. This type of experiment with the traditional dressing attracted people
towards wearing the eastern dressing.
J. is leading brand in the market and it tries to include all the necessary embellishments in the
dresses like embroidery and piping etc. The team of J. consists of skilled workers and artists
as well as the intelligent and qualified fashion designers. This is how when the latest designs
are implemented upon the traditional wear, it results in world class designs that are highly
demanded by the customers.
J. as a brand personality is retail brand of fashion wear which is stylish and a huge designer
wear. It updates its variety every season and includes embroidered as well as modern cut in
its wide range. The J.’s team members are highly skilled from country’s best institutions. The
team learned how to make latest designs by choosing the right colours for the stuff of the
dresses and also how these designs can be used to make the dresses extraordinary and
demandable by the customers. Combining the traditional wear with the latest designing is
actually the aim of J. to make the traditional look amazing and stylish. This is how the brand
is setting a trend in the fashion market. J. make people look better in order to synchronize
their image with the society. It has around many branches in various cities of Pakistan.
Name of the brand:
Before the start of the business, Junaid Jamshed was sitting with some of his friends and
Junaid Jamshed said he wants to build a brand and he wants to do a business but not like
Amir Adnan. Then one of the friend asked him what type of dressing he wants to launch in
the business? He replied that the one I am wearing which was Shalwar Qameez. Then Sohail
was also one of his friends sitting there he gave the idea why not to use the same name as
Junaid Jamshed. The age difference among these two friends was around 13 days and both of
them had similar dressing and similar heights and they look quite similar to each other so he
said as we both wear this type of dressing people would also like it and wear it. This is how
they named the brand and started the journey of J. Junaid Jamshed.
J. Junaid Jamshed brand image:
Junaid Jamshed was a very caring and loving person. He was from a very good family
background. He was very intelligent, honest and a good person to his family and friends. He
had great value for his culture and values. He travelled nearly the whole world and had an
interest in music. He had great courage and passion for his country. He was not a very
talkative person. He was proud for the culture he belongs to. He was a social person but also
had only limited number of close friends. Besides being confident enough he still not talks
about his personal problems in front of the public, he used to keep the things only to him or
shares with only his close friends. He was a very loyal individual and for him it was very
important to keep the relationships not to lose them. It was hard for him to forget someone.

2. He was good decision maker and due to which sometimes he used to get dominated. He was
kind and loveable person. He believes in getting updated with the new modern age but not to
forget your culture. He was a protective individual for himself and his family too. He
managed his finances excellently, for him his house, clothing, look and his surroundings were
important to be kept nice and tidy. It was important for him to get sophisticated. He was a
motivated person. When he starts something he works hard to achieve his goals. He had a
career as a singer but later in life he quite singing and became more religious.
Junaid Jamshed personal dressing was in a way as many religious leaders usually have. In
associating his dressing sense in the business of J. it was the words of Junaid Jamshed
himself, “the association you are talking about is everything, but the most important
association we have is with the Holy Prophet (PBUH) and there is no other association
thereafter”. When people see something good and like it, they start copying that and many
people did copy his dressing style too. An example he gave to elaborate his point was that in
1976, when he was 10 years old, the Indian cricket team came to Pakistan and Zaheer Abbas
was one of the famous players. He used to wear a scarf around his neck. Everyone started
copying him by doing the same thing. This is why he started the business with his own
dressing style.
J. distinct features:
The distinct features of J. Junaid Jamshed are its products and the customers, internal or
external customers. The products of J. Junaid Jamshed has a traditional value and the culture
of Pakistan which is highly sophisticated.
The crafts of J. Junaid Jamshed are traditionally incorporated into the new product variety
like gota and block prints. This presents the country’s heritage to the world in a glorious
manner. At the time of selecting a fabric, the quality is most important factor which is never
compromised for anything else while cutting or stitching.
The tiny details of the dresses are also given huge importance like the buttons used for the
fabric stitching are nickel free as the nickel is not good for environment. Similarly, the
Sherwin’s are handmade for achieving finesse. The thread used for stitching is also of good
quality, it is imported from other countries in order to make sure there is no puckering or
tearing while stitching.
J. Junaid Jamshed does every effort to provide the best quality to their customers.
Future perspective:
J. Junaid Jamshed sees itself as a well developing business wide across the country and it has
its eyes on the international market too to have its branches all over the world. It is bringing
innovation in its product range for different type of customers to use those products. The
range of products is increasing slowly moving from only men’s fashion wear to ladies and
kids clothing too. Also adding abayas and bridal wear for ladies. This how for developing the
business across the world in other countries, J. has to bring innovation in its product range.
After death of Junaid Jamshed:
Junaid Jamshed died on December 7, 2017 in a plane crash during a flight, he left huge
wealth of music, legacy and huge set of fans for his music and his religious offerings. Some
of them were fans for his music and some of them did encouraged his sermons and all these
things all together made a lot of people to cry on the death of Junaid Jamshed. At present, the
brand has around 100 stores which are stocked up with men’s ready to wear dresses, women
dresses and kid’s variety. They also include the women’s unstitched fabric. The official
website of the company shows that 57 of these stores are around the country and rest of them
are present in the international market in the countries like Australia, United Kingdom,

3. Middle east and Melbourne etc. J. Junaid Jamshed is expanding quietly and better as
compared to the competitors. This is a great achievement for J. Junaid Jamshed to enter into
the international market quite silently.
Tools for business analysis:
SWOT analysis:
Strengths:
 The main strength of J. Junaid Jamshed is that it is providing valuable clothing and
amazing designs to its customer at quite less price as compared to the competitors.
 The designing of J. Junaid Jamshed is based upon traditional Pakistani dressing.
 People also like J. Junaid Jamshed due to the personality of Junaid Jamshed, some of
them like him as a singer which he was for quite a long time and some of them adore
his religious personality which was his transformation to strictly follow the religion.
 The branches of J. Junaid Jamshed are present in areas which are easily accessible by
the people.
 There are huge number of branches of J. Junaid Jamshed in the country.
 Providing both the men’s and women’s clothing at the same place makes it easy for
customers to have combination of groom’s and bridal wear.
Weaknesses:
 Marker promotion of J. Junaid Jamshed is less compared to its competitors.
 They also do not offer any photo shoots to promote their latest designs.
 They also do not arrange any Fashion shows.
Opportunities:
 People in Pakistan like to wear the traditional dresses Shalwar Qameez so, it is an
opportunity for J. Junaid Jamshed to focus on designing the clothing in Pakistani
style.
 There are some branches opened by J. Junaid Jamshed in London which is a good
opportunity to develop and expand the business internationally all across the world.
Threats:
 The main threat of J. Junaid Jamshed is the competitors which are Deepak Parwani,
Maria B and HSY.
 All these competitors are having qualified and experienced designers for a long time
in the market, people are regular customers of them so it is hard for J. Junaid Jamshed
to attract more customers.
Market analysis:
This part of the work explains all the angles of market analysis of the brand J. Junaid
Jamshed, a review of its products, competitors review and also describing the distribution of
its products in the local market.

4. Market review:
J. Junaid Jamshed has an image of producing the designer wear of men’s wear, women and
kids wear in a huge range. The people who are more concerned about brands and quality are
the actual target groups of J. Junaid Jamshed. They focus more on the dresses that are wore
casually, formally and also for wedding functions which are groom’s and bride’s fashion
designs including accessories. The customers demand quality and comfort in the designs
which are made up on the seasonal stuff that would be easy to carry.
Products:
The products J. Junaid Jamshed offers are for different age groups and for different genders
like men, women, kids etc. the product range is showed below in detail for each type of
customer as under:
Men’s range:
The products and service which J. Junaid Jamshed offers includes a wide collection of men’s
range which are listed below:
 J. Kurta
 Shalwar Qameez
 Waistcoat
 Unstitched fabric
 Sherwin, Turban, Khussa and other groom’s accessories
 Shoes
All these products are highly designed by the embroidery or cuts, depending upon the type of
occasion they are made for. The fabric used is hand woven, relaxing and having a nice colour
that suits with the latest fashion.
Ladies range:
The J. Junaid Jamshed’s women wear are amazing and tremendous. They are made by
keeping in mind the latest styles and also a traditional range of eastern fashion. They are
available in beautiful colours and are perfect for all the events. The women’s range includes:
 Kurta collection
 Lawn suits (stitched and unstitched)
 Silk suits collection
 Hand-made collection
 Nearang
 Trousers
 Jewellery
 Hijab’s
 Dopatta’s
 Shoes

5. Kid’s range:
Along with men’s and women’s wear, J. Junaid Jamshed also has a range for kids. The kid’s
collection is further divided into various age groups like girls, boys, infants and teenagers etc.
The range collection for every category has great designs and styles.
Accessories:
J. Junaid Jamshed has accessories for men and women which includes shoes, jewellery,
handbags and other related items for every event.
Perfumes:
Another important and most selling product is the perfumes for available for ladies and gents.
The range of these perfumes includes light and elegant fragrances to the heavy musk type
perfumes that are quite pleasant and tasty in nature. The perfumes offered by J. Junaid
Jamshed are highly liked and demanded by the customers.
BCG matrix:
BCG matrix that is fully abbreviated as Bouston Consulting Group matrix that was developed
by Bruce Henderson in early 1970s , it usually shows the market position of a company in
terms of growth and the share in market in order to understand that where the company lies in
the matrix. The figure below represents the BCG matrix:
In the BCG matrix, the position of the company is found out that where does it lies in the
matrix, in stars, Question marks, being a cash cow or whether a Dog. There has to be two
matrices. One of this is to determine the internal position of the company and the other is for
external analysis. This internal or external analysis tells the position of the company with
respect to its competitors and also the market growth of its products.
Internal analysis:
The internal analysis of the company is shown below in the BCG matrix as follows:

6. Stars Question mark
Groom dress Embroidered lawn
Cash cows
Dogs
Kurta lawn
Kids wear
Stars:
In this cell, the SBUs usually have a high market share and they are surviving in the growing
market position. They need a lot of investment in order to keep their market position in the
highly competitive world. The business tries converting them into cash cows. Here in the case
of J. Junaid Jamshed, the groom dressing is at the place of stars which shows that it has high
market growth but also require to invest more money in it.
Cash cows:
The SBUs at this position in the matrix actually show a low market growth but having a high
market share in the market. They need less investment and can generate a lot of profit or cash.
They are stable income generator resources of the firm. In this case, the internal BCG
analysis of J. Junaid Jamshed has been done which shows that the Kurta lawn is the cash cow
here. They don’t need to invest a lot of money in the production of Kurta lawn but due to the
brand name people are desperate to buy them even for the price if it is little more than its
actual worth.
Question marks:
The SBUs in this position in the BCG matrix show that the product has low market share but
high market growth rate. The company has to be very intelligent about taking decisions for
these SBUs because they demand huge investment for the purpose of maintaining their
market position in the competitive environment. When the company finds them to have
potential in them, they can convert them into cash over a period of time. The embroidered
lawn is at the place of question marks in the BCG matrix of J. Junaid Jamshed brand.
Dogs:
The SBUs in this area of the matrix show the weakest product in the market. They have low
market share and low growth rate too. They don’t provide any cash or profit but they actually
demand more and more investment. They are of no benefit for the company. Rather than
producing income they make loss in the business. When the company finds that they are no
longer required, they can be discontinued for the rest of the time. Kids wear in J. Junaid
Jamshed is actually at the position of Dogs. They have started the kids fashion wear too but it
has less market share and growth rate.

7. External analysis:
Stars Question mark
Deepak Parwani J. Junaid Jamshed
Cash cows Dogs
Maria B. Ameer Adnan
Competitors:
An external analysis for the brand J. Junaid Jamshed has been done which shows the BCG
matrix positions of various brands that which competitor is most dangerous for the company
and which one is easy going. A review of the competitors in the market gives an idea about
the company’s competitors in the market. It is important to keep an eye on the competitor’s
strategies about a product that how they are providing to the customers. This is necessary
because once the strategy of the competitors is known then the steps can be taken to improve
the current business strategies of the business too in order to attract and retain the customers
from moving to competitors. The competitors of J. Junaid Jamshed are HSY, Deepak
Parwani, Maria B and Ameer Adnan etc. The above BCG matrix of external analysis shows
that position of these competitors in the various places. A detail of this competitive analysis is
described below:
Deepak Parwani:
In Pakistan’s fashion industry, Deeapk Parwani is the most popular brand for clothing. The
quality of the products and the designs are highly appreciated by the people. The products of
Deepak Parwani includes bridal wear, party wear, casual wear, groom’s wear as well as
various accessories. The dresses available at this brand are quite expensive as compared to J.
Junaid Jamshed as the bridal wear price is starting from 160,000 which cannot be afforded by
the common people.
Maria B:

8. The market position of Maria B is very good in the fashion industry and it is not only famous
and demanded by the people in Pakistan but in the international market also. The designs
offered by them are unique and beautiful. The product range of this brand includes bridal
wear, party wear, casual wear, hand bags, shoes and perfumes etc. The prices are also quite
high which can only be afforded by the rich people. The bridal wear price of Maria B is
higher than J. Junaid Jamshed.
HSY:
HSY is another competitor of J. Junaid Jamshed. In Pakistan and at international market,
HSY is popular every where and highly liked by the people. The wide range of products
offered by HSY includes the party wear, bridal wear, causal wear etc. for ladies and gents.
Distribution review:
This describes the distribution process of products and services of J. Junaid Jamshed at the
different branches at national as well as at international level. J. Junaid Jamshed has the
highest number of branches in the country. However, these are branches are increasing
rapidly and getting popular in the other countries of the world too. The Pakistani’s in other
countries if the world does want to have branches of J. Junaid Jamshed in those countries too
so that they can buy them easily. All the branches are present in those places where other
brands are also available and people have to make a choice when they are coming for
shopping. In Lahore, the J. Junaid Jamshed branch is located at the MM Alam raod, DHA,
Fotress and also at the link road. Whereas in Islamabad the branches are located in the Jinnah
market which is one of the most popular market. J. Junaid Jamshed only distributes the
products through its own branches, there is not other franchises of J. Junaid Jamshed in
Pakistan.
Aims and objectives:
The aims and objectives of a company make the marketing manager of the company to make
marketing strategies for achieving these goals and objectives. Every product of the company
has a separate goal and hence a different marketing strategy than others. The new product line
of bridal wear has its own objectives and marketing strategies. Some of the goals and
objectives of the company are as follows:
 Creating the value and satisfaction for customers by providing them the best quality
bridal wear.
 Offer the product that are of high value for making them look attractive to the
customers.
 Attaining the highest market share of the latest products.
 Performing various promotional actions for increasing the sales and profits for the
bridal wear.
 Increasing the position of brand in the market and also to increase the trust of people
on the brand by proving them the best quality products.
Problems and issues:
In order to achieve the goal stated above, there have to be some strong marketing strategies
adopted by the management of the company. However, there could be some tiny problems
that could be a hurdle in the way of success for the company. The sales of the company can
be affected by many factor, out of which one is the political factor. The head office, factory
and the senior level management is located in Karachi. The political factors are not

9. favourable these days. Each day brings something new which affects the stock market and as
a result causes a decline in the business. At the time of Kurfues, the company has to close its
business and hence the sales stop for that many days until the Kurfue is over.
Economic factor is another factor that affects the sales of the company. Recession causes the
prices of everything go up and the income of the people lowers down which causes the
buying power of customers to be reduced. They cannot afford such costly clothing and switch
to some cheaper shops for the fulfilment of their needs. This badly affects the economy of the
country as well as the individual businesses.
Marketing Strategies driven by customers:
Market segmentation:
Market segmentation is actually dividing the market into various smaller groups with
different needs of individuals with different characteristics and behaviours. This is based
upon the type of products required by various people at various places.
1. Geographically:
When the market segmentation is done geographically then it is based upon the needs and
wants of the people in various areas. The products have to be available easily and people
should have access for that product. As in Lahore, the major branches if J. Junaid Jamshed
are present at MM Alam road and Fortress. Hence, it is necessary to have all the products
available at these branches of J. Junaid Jamshed so that it would be easy for the people to buy
them.
2. Demographically:
The demographic market segmentation is based upon the following factors:
 income
 gender
 age
the income of a person is the most important factor for buying a product. If he can afford
something, he would buy the expensive and good quality product but if his income range is
below a certain level that he cannot afford the branded products then he would go for some
local products that are cheaper and easy to buy for him. The bridal wear offered by J. Junaid
Jamshed is higher in price as compared to the local market shops because of its brand name.
This product is focused for females and the age group is also important at the time of
selecting a dress, because these are the tiny things that have to be looked upon by the
designers in order to provide the best thing for a bride.
3. Psychographically:
When the market segmentation is done based Psychographically, the classes of the people in
the society are checked. These classes are based upon the income of the people. There are
various class groups of people like higher class, upper middle class, lower middle class,
upper lower class and lower lower class etc. the brand items can only be afforded by the
upper middle class and the higher class. Hence, the J. Junaid Jamshed is also a brand and its
products are also available for only the higher class and upper middle class.
4. Behavioural segmentation:

10. In the behavioural segmentation, the market is segmented on the basis of behaviours of
people which includes the responses and attitudes of the people upon something. The
products required by the people at a specific time is demanded by the people. An example of
this would be that the bridal dress is only needed at the time of wedding and hence it can only
be segmented for occasions. They are not always readily available at the shop, people go to
the shop and see a sample dress and then provide their dress measurements and a new fresh
dress is made on order. The order time is different for different dresses depending upon the
type of work upon the dress.
Target groups:
The target groups are the set of individuals for whom the products are designed and the
company generates the profit when they make a purchase.
Micro marketing:
Micro marketing refers to targeting the individual’s needs and demands which includes
marketing on individual and local basis. In local marketing, the promotion of brands is done
depending upon the demands of the customers in cities and stores. For the promotion of a
product at J. Junaid Jamshed, it is best to choose the main branches of J. Junaid Jamshed
located at Karachi and Lahore at the beginning period. Micro marketing also includes
individual marketing in which the needs of the customers are fulfilled on individual basis. For
example, the bridal wear is made upon order so individual needs are fulfilled when ordered
by someone. Customers have the choice to select any colour and any combination other than
the sample dress shown to them. So it is more focused on cultural demands, needs and wants
of the customers.
Competitive advantage:
The advantage that is gained by the company over its competitors is the competitive
advantage. It would include providing extra benefits in terms of either price or the rate of
customer satisfaction. Some of the competitive advantages of the company over its
competitors are as follows:
1. When the customer buys a product from J. Junaid Jamshed, they are highly satisfied
for the price they have paid for that particular product. The managers of the branches
explain the type of fabric that is selected to make the dress as well as the material that
is selected to design the dress so the customers don’t feel that they have paid a price
higher than the worth of the outfit.
2. Another competitive advantage that J. Junaid Jamshed has is his own name Junaid
Jamshed. As he was a famous personality as a singer as well as a religious scholar so
people who are his fans in music or religion are attracted towards the brand.
3. The prices of J. Junaid Jamshed are reasonable as compered to its rivals.
4. One more advantage of J. Junaid Jamshed is that its dresses are of traditional
Pakistani culture which makes a lot of people to buy as people like wearing Shalwar
Qameez.
Process of developing a new product:
It is necessary for a company to understand its customers, markets and competitors for
developing or launching a new product in the market. The product should fulfil needs and
wants of the customers and should be able to deliver a high value to the customers. In order
to find and develop new products, it is necessary to have a market research and to know that
what the customers want. There has to be a proper product development process for finding

11. and developing the new products. In order to develop the new product such as bridal wear, a
proper step by step process has to be followed. This step by step process is described as
follows:
Generating Idea:
At the arrival of new season, the research is conducted in the market for knowing what
customers need and what they want to wear in the upcoming weather, so that the company
could offer them something which is easy to wear and also comfortable for the customers to
wear. This research is conducted by the marketing team which consists of highly skilled
professionals. This research is based upon figuring out the new ideas for developing the new
products. The customer demands and the market situation is analysed. After the analysis, the
team comes up with various ideas for different products. These ideas could be embroidered
lawn for summer season, making changes in the kids wear as it is not a very profitable range
of the business. Launch of bridal wear could also be another idea.
Screening of idea:
After generating the different ideas, the company has to choose one idea to work further upon
it. At the time of selecting one idea to develop a new product there are various factors that are
considered. All the ideas are one by one analysed to get the best idea chosen for the further
working. Firstly, taking the first idea into account if it is analysed that the embroidered lawn
would not be very beneficial for the company as J. Junaid Jamshed is already offering simple
lawn that is generating good profit so it would not be wise to choose this idea for further
working. Hence, the first idea has been rejected.
Next, taking into account the second idea of making changes in the kids wear, it was found
out that kid’s wear is already having a low market share and low market growth rate and is
not giving anything to the business rather it is causing loss to the company. There are also
many other brands for kids and people are more attracted to them. So, further working on this
would not be beneficial.
The last idea was to start developing the bridal wear. This idea was found good for the
company as well as the customers. As Junaid Jamshed was selling men’s wear only in the
beginning and was offering the groom’s wear so it would be great to start with the bridal
wear. If the wedding dresses for both the bride and the groom are available, it would be easy
for people to match and contrast the colour scheme of the couple dresses. This idea would
also result in gaining a high market share. Also the product is seasonal and available only at
the times of weddings. So, the company finally decides to launch the bridal wear.
Product concept and testing:
The next step in the process of developing a new product is defining the product concept
which means viewing the idea in detail about the product from all perspectives. This is how
the company finds out the attractiveness of the new product in the market. The product
concept of the idea of bridal wear chosen by the brand J. Junaid Jamshed could be defined as:
 This is a product which is an essential requirement of the people at the time of
wedding occasions and they require better designs offered by brands such as J. Junaid
Jamshed.
 The product would provide ease in time and money for the customers as they can buy
the dresses for both groom and bride from the same place which would cost them
cheaper to buy two dresses, they could also get discount.
 The designing of the bridal wear would be according to the traditional culture of
Pakistan and would also be up to date with the latest fashion trends.

12. In order to test the product in the market, the product is first made and then shown in the
exhibitions taking place in Pakistan then they can assess the product positioning in the market
that how it would be when it would be launched in the real market.
Analysis of the business:
The attractiveness of the business proposal is evaluated by evaluating the customer needs and
expectations. It includes reviewing the sales, costs and figuring out the profit projections of
the new products by finding out that whether they fulfil the requirements of the customers,
also whether it satisfies the company’s objectives. How much profit the profit would generate
would also be found out as during a business analysis if it is found that the product would not
be generating enough profit then it would not be continued, it has to be stopped at this stage.
In order to do the business analysis for the bridal wear idea, the sales of the groom’s wear can
be looked upon as it has a high market share and good sales so it would be profitable to
launch the bridal wear too as people would be buying the dresses for both the bride and the
groom. For the groom’s wear it took about 2 to 3 years for J. Junaid Jamshed to have a good
market share so the same thing would be expected for the bridal wear too that it would take at
least this much time to get the good market growth because there is huge market competition
and all the brands are concentrating at retaining their customers and providing the highest
customer satisfaction rate.
Developing the product:
After the business analysis, when it is made sure that the product would turn to be profitable
for the business then the idea of the product concept would be actually converted into the real
physical product. At this stage, after completely analysing the designing of the bridal wear,
the company need to start making sure to provide the excellent designs with amazing quality
as there is tough market competition.
Testing the product:
The next step is to test the product in the market, for that purpose a standard marketing
strategy is used to test the product in the market. A team of marketing members starts the
campaigns and selects the test cities where they launch the product in the market and then
evaluate the performance of the product in the market. As Lahore and Karachi are main cities
of Pakistan and J. Junaid Jamshed has its main branches here so these two cities could be
used as the test cities. After testing for a month or two, the team managers would analyse the
results of the product launch and would understand the response of the customers towards the
product. Then further changes could be made if required anymore.
Commercializing:
Once it is understood that the product is liked by the customers and they are satisfied with its
price and quality then the product can then further be launched in all the rest of the branches
if the company with the introduction of new product line in the J. Junaid Jamshed branch.
Managing the new product:
The development of a new product is not just going through the steps but it is actually going
through the process in a holistic manner for the purpose of management of the new product
development. For this, two approaches have to be followed, one of which is the customer
centred new product development process and the other is the team based new product
development.

13. Customer centred:
It is an approach in the management of new product development. This approach focuses on
fulfilling the customer demands and needs by addressing them and the product is developed
accordingly. This would provide an increase in the level if customer satisfaction rate. J.
Junaid Jamshed is also following the same approach to address the customers needs and
manufacturing the product according to their needs. The customer is asked about the designs
and the colour combination they want in their dress and then the dress is made on order. As J.
Junaid Jamshed already has very experienced and qualified designers, they design the bridal
dresses according to their own thinking but they also keep in mind about the customer’s
needs.
Team based:
There is an approach of product development in which various departments of the company
work in close collaboration of each other in order to save time and cost and try to develop the
product effectively. This approach is also followed by the J. Junaid Jamshed for the
development of the bridal wear. The various departments are the designers, suppliers, sales
and marketing departments are working together. The interaction of supplier with the
company is required so that the designer would have the fabric available to design the dresses
on time. Similarly, the designer dresses have to be sent to the sales and marketing department
so that they can start marketing the product. Hence, for a complete product development, a
team of people is needed from different departments of the same company.
Product life cycle:
The product life cycle shows the sales and profits of the product over the life time of it in the
market. This includes five stages which are as under:
 Product development
 Introduction
 Growth
 Maturity
 Decline
These are the phases that a product goes through when first launched in the market to its
decline when the product is no longer bought by the people. These stages are described below
as:

14. A newly launched product goes through all these stages in a sequence starting from the
introduction to the decline stage. This sequence of steps is known as the Product life cycle. It
has an impact on the marketing strategies and the marketing mix of the company.
In the above figure, sales are plotted on X-axis and the profits are on Y-axis. The line drawn
in the graph does actually shows the pattern of sales and customer demands for a product
from beginning to end.
Introductory stage:
In this stage, the product is first launched in the market. The awareness about the new
product and the marketing of that product is done by the marketing team of the company. The
impact it has on the marketing mix is explained below:
The product brand and the quality is measured and controlled. The level of quality is
established and patents rights and trade marks are attained.
 Product at first launched at a cheaper price in order to enter in to the market and then
suddenly the price is increase to recover the expenses incurred on the product.
 The product is distributed in selected markets in order to understand the feedback of
the people.
 Promotion includes the innovation and early adaptation. The consumer in the market
seems to be appreciating the product at this stage, the product is getting success.
Growth stage:
In the growth stage, the firm actually starts building the brand preference and starts
increasing the market share.
 Product quality is checked and other features and services are added.
 Price of the product is maintained because at this stage the company only enjoys to
increase the demand with less competition.
 Distribution of the product is done at every branch of the company as the users are
now buying and there is now more demand for the product.
 Promotion of the product is also done to make sure that all the customers have access
to the product.
Maturity stage:
At the maturity stage, the rapid growth that was increasing starts to fall down. The
competition can happen with the similar products present in the market. The aim of the
market share is to maximize the profit of the company.
 Products features are enhanced to bring innovation in the product and to keep the
customers buying that product.
 Price is drawn less due to the competitors offering the similar products in cheaper
prices.
 Distribution is made more intensively and the incentives are provided to customers to
encourage buying the product.
 Promotion happens with the differentiation of the product.
Decline stage:
At this stage, the company has various options to do:
 Keep the product in the market by bringing innovation in it with the addition of new
feature into the product.
 Harvesting the product by reducing the cost and continuing offering the product,
usually happens in the niche market.
 Stop the product from selling and discontinue to manufacture it.
Company:

15. After carrying out the business analysis of the company, it is found out that the company is at
the maturity stage right now, as the customers have accepted it as a famous brand when the J.
Junaid Jamshed first entered into the business with the start of new products. Now after
passing the phase of growth it has reached at the maturity stage. However, now there is huge
market competition as many competitors have come to the similar business with their
designer wear. This has resulted in lowering the sales volume as compared to the past years.
J. Junaid Jamshed is adopting various marketing strategies to stay in the business and for that
purpose it also has invested a lot of money in the marketing and promotion. These
promotions have reduced the net profit of the company.
Bridal wear:
The new product which is the bridal wear is at the introduction stage, the product has just
been launched and has to go through the phase of growth in order to reach at the maturity
stage. The product prices are kept less at this stage so the people at least try the product and
check the quality of the product by using it. Moving to the growth stage then prices can be
increased later on. By checking the sales and profits of other products it can be found that the
product would reach the stage of maturity within the period of 1-year time. This is due to the
presence of tough market competition in the world. It would take time to achieve a proper
place in the market and to penetrate into the market.
Marketing strategies for bridal wear:
For the purpose of taking the bridal wear from introduction stage to the maturity stage, the
company requires a lot of strategies to be adopted as it has rivals to compete with in the
market and to attract the customers for totally a different thing. These marketing strategies are
made by the marketing managers and then the whole team has to follow it.
Conclusion:
Hence, the above discussion shows the marketing strategies of J. Junaid Jamshed, its
competitors and the product range of the company. It also shows the product life cycle which
has various stages explained in it as well as the analysis of the company and its new product
development steps have been described. The new product is bridal wear whose market
position in the market is also introduced.