MARKETING MANAGEMENT

MAHNOOR MALIK

04151713070

BSBA-4B

FINAL PROJECT REPORT

27th MAY, 2019

QUAID-E-AZAM SCHOOL OF MANAGEMENT SCIENCES

QUAID-E-AZAM UNIVERSITY ISLAMABAD

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 ACKNOWLEDGEMENT
I respect and thank Ms. Perkha Khan for providing me an opportunity to do the project work

on the brand Jafferjees and giving us all support and guidance which made me complete the

project duly. This project helped me in doing a lot of research and I came to know about so

many things. This project really helped me to increase my skills and my knowledge about

different marketing concepts and let me understand complexities in the practical world. I am

really thankful to her for such a great opportunity.

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 CONTENTS:
SR. NO. TOPIC PAGE NO.

1. INTRODUCTION 4

2. HISTORY 4

3. CURRENT SCENERIO 4

4. MISSION STATEMENT 5

5. VISION STATEMENT 5

6. CORE VALUES 5

7. TARGET MARKET 5

8. MARKETING MIX 6

8.1. PRODUCT 7

8.2. PRICE 7

8.3. PLACE 7

8.4. PROMOTION 7

9 MARKET SEGMENTATION 8

10 RETAIL MARKETING STRATEGIES 10

11 SWOT ANALYSIS 11

12 COMPETITOR ANALYSIS 12

12.1 MARKET LEADER AND FOLLOWERS 13

12.2 ATTACK AND DEFENCE 13

13 CONCLUSION 14

14 REFERENCES 15

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 BRAND: JAFFERJEES

INTRODUCTION:
Jafferjees is a 135 years old Pakistani leather brand headquartered in Karachi, Pakistan.
Jafferjees is an exclusive name in the leather products, blends fine leather and refined
accessories to bring an exquisite collection. Their experience span over five generations. For
over a hundred years. Jafferjees has been producing quality leather products in a variety of in-
vogue styles, materials and colors. They know that paying attention to detail and being a little
fastidious is the difference between good and great. Before the separation of Indo-Pak,
Jafferjees established itself in Quetta as a manufacturer of leather goods, horse saddles and
boots for the armed forces in particular. Later they expanded their business by adding
furniture to their product line, and by opening a retail outlet in Karachi.

HISTORY:
Over 135 years ago, the Quettawala family established a business in the city of Quetta, then
British India. Shortly afterwards, the product line expanded to include shoes, leather goods
and leather upholstered furniture. Their commitment to using the finest materials and
uncompromising workmanship never diminished, thus, the Jafferjees name gained a
reputation for developing high quality leather goods in British India. In the late 1920’s, the
booming port city of Karachi presented new opportunities and lucrative business market,
and a lone Jafferjee moved to Karachi. In 1935, nature played its hand. The city of Quetta
was destroyed by a massive earthquake. Hence, the Jafferjees business centr e shifted to
Karachi. Fortunately, the commitment to detail, the use of finest materials and adherence to
quality of workmanship was passed down through generations in the Jafferjees outlets.

CURRENT SCENARIO:
Currently, Jafferjees has only 11 outlets in 4 different cities of Pakistan and one
international outlet in the middle east. Over the years, Jafferjees has been successful in
estabilishing its brand’s stores. It has a loyal base of customers. Since Jafferjees has been

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present for over a century as the only leather goods provider, their sustainable competitive
advantage has given them an edge over the emerging competitors.
They now enjoy the status of being a brand, not locally but in international market too. It
would not be wrong if Jafferjees be equated as a high quality leather product. Using
superior product offerings, parallel to the needs of the customers and upholding them with
an excellent customer service and retention system have differentiated them among the
competitors.

MISSION STATEMENT:
“To continually innovate and provide products of uncompromising craftsmanship .”
VISION STATEMENT:
“To preserve and strengthen our position as market leaders by expanding and creating new
markets for our products.”
[ CITATION htt19 \l 1033 ]

CORE VALUES:
The core values of Jafferjees are as follows:

 treating customers with respect;

 developing trust, credibility and integrity;
 demanding a high standard from our employees;
 creating an environment for employees that caters to respect, fairness and
opportunities for personal and professional growth; and
 being a productive and contributing member of the society.

TYPE OF BUSINESS:
Jafferjees is a family-owned business. It was originally started by Jafferjee and later carried
on by his son Tahir Ali Quettawala. The business is now owned by two brothers, Imtiaz and
Arif Quettawala and their cousin Arshad Quettawala.
TARGET MARKET:
Jafferjees never segmented the market to sieve out the type of customers they want. They
cater each and every category of people, upper – middle, high class and at the end elites.
People from the corporate sector, celebrities, politicians etc. are their frequent buyers.
Benazir Bhutto, during her reign as the Prime Minister of Pakistan, also stopped at the
Jafferjees to shop around.

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 MARKETING MIX:
The retail marketing mix at Jafferjees consists of the following elements.

a. PRODUCTS:
Jafferjees after a careful study of their clients’ needs and wants have come up with a
diverse product range. Over the past 135 years, they have transformed the creation of
genuine leather products into an art form. From a key fob to exquisite luggage sets,
Jafferjees hand crafts a wide array of products. Be it a lady’s evening bag that reigns
undisputed as conversation piece, a document case that makes a statement on its own, or a
desk accessory that demands attention, there is an article to delight the most demanding
connoisseurs of fine leather.
 Wallets
 Vanity Cases
 Hand Bags
 Purses
 Cases

 Kits
 Trolley Bags
 Travel Bags
 Boxes
 Key fob
 Accessories

b. PRICE:
Jafferjees prices their items on the basis of simple formula of cost plus benefit margin.
Products have prices in accordance with its quality. Customers buying in bulk are offered
considerable discounts too. But in these days, they are facing difficulties, because of the
fluctuating prices of petroleum products (it is one of the key elements in making leather

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goods), frequent electricity and water shortages that not only raise their cost but lower their
profit margins too.
The price range in their stores starts from Rs. 400 and ranges up to Rs. 50,000 and above. For
purchases above Rs. 2500, the delivery of the product across nationwide is free.
ITEMS PRICE RANGE
Wallets Rs. 550 – Rs. 4,950
Purses Rs. 4500 – Rs. 30,000
Key Chains Rs. 400 – Rs. 2,850
Brief Cases Rs. 23,900 – Rs. 26,900
Trolley Bags Rs. 7,500 – Rs. 41,950
Cases Rs. 1150 – Rs. 5,000
Accessories Rs. 1150 – Rs. 23.950

c. PLACE:
Jafferjees has only 11 outlets in 4 different cities of Pakistan and one international outlet in
the middle east.
1. Karachi:
Clifton, Tariq Road, Park Towers, Lucky One Mall, Dolmen Mall.
2. Lahore:
Emporium Mall, M. M Alam Road.
3. Islamabad :
The Centaurus, Giga Mall, Beverly Centre
4. Faisalabad:
Saira Mall
5. United Arab Emirates:
Burjuman Centre

d. PROMOTION:
Jafferjees rarely advertises. They just utilize their official website and facebook page for
promoting their products. Though they are publicized by the media and communicate the
proposition of the entire store through personal selling. They once advertised on the Google
bar for their online store. Recently, Jafferjees was given coverage in Brand Zone, a program
by Business Plus.
The main reason for not advertising is the limelight and hype that prevails when heavy
marketing campaigns are initiated. Jafferjees do not want to be like that, they have
estabilished their brand name in more than a hundred years, now a single mistake or
mismanagement can spoil the whole reputation. People take Jafferjees as a brand of quality
and it is very critical to maintain it.
In the international region too, they are just dependent on their website for small advertising.
They just display their concepts on online store, because customers from London, South
Africa, USA etc. already know them through word of mouth approach.

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 MARKET SEGMENTATION:

i. Demographic Segmentation:

Jafferjees has segmentation done to entertain the needs and wants of each segments of
customers.

Women:

Jafferjees has further categorized products designed for women according to their needs.
These products come in two finishings: matte finishing and polished finishing.
 Wallets
 Vanity Cases
 Lipstick Cases
 Handbags
All products are available in the following colours:
 Red
 Burgundy
 Black
 White
 Mud blue
 Brown

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  Dark Green
Men:
 Wallets
 Cufflinks
 Belts
 Bags

All & Sundry Categories:

The division All & Sundry has been further categorized into:
 Cases
 Wallets
 Boxes
 Keys
 Accessories

Business Categories:

The fourth division at Jafferjees business has been classified into:

 Portfolios
 Briefcases
 Desk Accessories
 Cases n Organizers

 Age and Income Segmentation:

They have divided customers into 3 age segments for both genders; below 30, 30 to 45 and
lastly, 45 and above and they do not segment according to price points because most of the
customers are brand conscious and they are willing to pay a higher price for differentiation.

ii. Geographic Segmentation:

Jafferjees’ stores are located at the prime locations such as the top class Shopping malls in the
big metropolitan cities in Pakistan. One reason is that its target customers and potential
customers are present there.
As Jafferjees is a specialty store, the space mix comprises 40% of non selling area and 60%
of selling area. There is ample space for the customer to move around and comfortably
browse through the store. This provides the customer with a good shopping experience.

iii. Psychographic Segmentation:

Jafferjees have products for every category of people, upper – middle, high class and at the
end elites. People from the corporate sector, celebrities, politicians etc. are their frequent
buyers. Benazir Bhutto, during her reign as the Prime Minister of Pakistan, also stopped at
the Jafferjees to shop around.

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 iv. Behavioural Segmentation:

The Jafferjees products are usually made of original leather and are long lasting. Their
products have the capability to retain their customers. In addition, the staff is so well trained
that every time a customer visits their outlet, they come back so satisfied. They offer
discounts on bulk purchases. In addition, on purchases of above Rs. 2,500 from their online
store, the delivery is free country wide. The receipts and payment invoices are returned to
customers packed in a small envelope just like a souvenir. This is a tactic to get and keep a
customer.
All these factors help in increasing the loyalty among the customers.

RETAIL MARKETING STRATEGIES:

a) Branding:
With a wide range of merchandise, Jafferjees offers quality at its best at affordable prices for
the niche market of Pakistan, the upper class.
b) Store Positioning:
Jafferjee's positions itself as:
"A specialty store dealing in quality leather goods."
Jafferjee's has always been successful in communicating with its clients. The promise of the
finest quality leather products has been successfully fulfilled. The positioning of Jafferjee's
has always been consistent because of which they have been able to integrate it in their
organization's culture.
c) Presentation:
Jafferjee's groups their products and services in an exclusive splendor and attends to its
customers on personal basis.
d) Direct Marketing Catalogues:
In the past, Jafferjee's used to publish catalogues and brochures to provide their customers
the ease of ordering from their homes. They expected their sales to go up through this
medium, but because these means are not common in Pakistan their profits remained
unaffected. It was also inconvenient to up-date the catalogues as new products were
innovated day-in and day-out. They tried to reduce their costs by creating a CD, which served
the purpose of a catalogue, which again was hard to modify, and so they decided to put an
end to these, and launched an e-store.
e) E-tailing:
A website was launched in 1999 to the international markets. Later in the year 2002 they
launched an e-store exposing their products nationally and internationally.

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 f) Micromarketing:
By focusing on satisfying their corporate clients, Jafferjee's is involved in designing unique
and tailored products to facilitate their needs and requirements. They also provide their
individual customers the choice of getting their purchases personalized by embossing their
names in different styles. It has been noted by all retailers that the single most important
differentiating factor in today's organized retailing is micromarketing. Therefore, Jafferjee's
strives to know its customer better and better.

SWOT ANALYSIS:

A. STRENGTHS:
 Jafferjee’s is known for traditional touch in their products plus a modern touch helps
it to gain its customers attention.
 It has a wide variety of products ranging from women category to gents to all and
sundry category to business category.
 Well established name in the country. And a renowned name in international markets.
 Experience of market in diverse culture.
 Market leader in the leather products.

B. WEAKNESSES:
 Minimal advertising.
 Prices too high
 Most of the Pakistani people are unaware about the brand.
 High end quality retailer – so it will be appealing to those who are willing to spend.

C. OPPORTUNITIES:
 Scarcity of good quality branded leather goods in the country.
 Fast growing demands from Asian Markets.
 They need to bring their brand to other metropolitan cities of Pakistan. Plus
internationally they should setup more outlets – to become a multinational brand.
 Jafferjee’s need to onboard well known designers – local or international to strengthen
the brand image.

D. THREATS:
 Economic conditions are not welcoming with increased cost of petroleum products,
shortage of electricity and water. This not only increase their cost but also reduces
their profit margins.
 The competition in the leather product category is increasing with new entrants in the
local market.
 Upper class people switching to international brands.
 Luxury brands get copied a lot.

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 COMPETITOR ANALYSIS

COMPETITORS:

1) Hub 2) Traditions Leather

ABOUT HUB LEATHERS:

HUB was launched in 2001 as a retailer of premium quality leather goods. It now has a full-
fledged luxury and lifestyle brand portfolio with a growing retail presence in 5 major cities
across Pakistan. HUB is operated as an independent entity under the banner of MIMA
GROUP, a leading group of companies of Pakistan with a vertically integrated presence in
the leather & textile manufacturing sectors, tracing its foundation back to the 1900s. We put a
high premium on design and attention to detail with the aid of a skilled & motivated team of
experts and technological support. This professionally managed company is sensitive to the
needs of its national & international customers.
[ CITATION htt1 \l 1033 ]

MARKETING STRATEGIES:

 Expansion: Within a span of 18 years, it has created its mark in 5 major cities of
Pakistan.
 Follower: It followed the leather trends and has emerged itself as a full-fledged luxury
and lifestyle brand portfolio.
 Its marketing strategies aims to cover customers belonging to each segment of the
society.
 The prices strategy : Premium Pricing Strategy
 They understand the needs and wants of their customers and design their products to
tailor those demands.

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ABOUT TRADITIONS LEATHERS:
Traditions was established in the year 1988 at Jinnah Super Islamabad and the journey began
with the aim to provide high quality, durable and stylish leather products. Since
commencement, Traditions has emerged as a prevailing leather brand catering to clients with
efficiency in regard to substantial goods, customer care and demand.
For years Traditions has remained synonymous to a heaven of contemporary leather goods,
providing an environment of utmost comfort and felicitation on usage of all Traditions
products. Clients may indulge in a vast range of economically sound stock catering to all age
groups; from fad chic handbags in various funky design, colors and sizes, to stylish shoes,
from official elegant briefcases to reliable travel bags and from impervious, in vogue belts to
frames, jewellery boxes and journals – Traditions sets a high standard in the new leather
culture and has remained a prevalent choice.
Traditions handbags and shoes provide sheer pleasure and opulence on use hence remain a
popular purchase item amongst all fashion conscious ladies. Wallets ranging in shapes and
colors for both men and women are a popular purchase item with a variety in design to cater
to one’s personal need. Briefcases along with office items are designed with concern to the
needs of a modern working man also keeping the standard of the elite traditional style richly
and subtly alive in each design.
[ CITATION htt \l 1033 ]

MARKETING STRATEGIES:

 Their aim is to provide high quality, durable and stylish leather products to people in
Capital.
 They strengthen their relations with customers through customer care and efficiency
in regard to substantial goods.
 They adopt a competitive pricing strategy.
 Traditions have launched handbags in funky designs, colors and sizes to attract
youth.
 They have focused much on the quality of their products and hence their products
provide sheer pleasure and opulence to customers.

MARKET LEADER AND FOLLOWERS:

Jafferjee’s is a 135 years old brand that has well estabilished itself as the strong leather
merchandizer in Pakistan. It has its own set of target market and loyal customers, and its
products are without doubt the best quality leather products that estabilished Jafferjee’s brand
as premium leather accessories brand in Pakistan. As they are the first entrants, they possess
the most market shares. All these factors make Jafferjee’s the Market Leader among all the
leather brands in Pakistan.
Whereas Hub and Traditions both are the Followers as they enterted the market after the
Jafferjee’s.

ATTACK AND DEFENCE MECHANISM:

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The Traditions Leather and Hub are relatively new entrants in the market of leather goods.
They entered the market following the footsteps of Jafferjees. They launched their product
line keeping in mind the product line of Jaferrjees, but since Jafferjees target the niche market
– the upper class of the society , so their price range is relatively high, but Traditions adopted
a marketing strategy of reducing their prices so that they can target the lower income people
of the society. To this attack, Jafferjees remained neutral because this class of society is not
among their target markets.

CONCLUSION:

Jafferjees is perceived to be the best quality leather goods provider. Over the years, Jafferjees
has been successful in building a brand name and image by delivering the benefits promised
to the customers. However, we feel that by adapting different modes of advertising Jafferjees
can communicate the brand image more clearly, creatively and effectively. It will also help
them to reach to a larger audience. Jafferjees is not involved in any kind of research. If in
future they plan to focus on customer relationship management, they need to indulge in in-
depth research so as to identify the needs and desires of their target market. Jafferjees plans to
expand further by opening an outlet in Lahore, and in other parts of the world, to give itself
the maximum exposure. It also has plans to introduce customer loyalty programs to further
strengthen its relationship with its loyal customer.

*********************************

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References
https://hub.com.pk/. (n.d.).

https://www.jafferjees.com/. (2019).

https://www.traditionsleather.com/. (n.d.).

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