Marketing Plan for J.

(PROJECT----------------SEMESTER FALL-2019)

SUBMISSION DATE (May 31 ,2019)

BY

Alia Iftikar (18201513-028)

COURSE TITLE

Introduction to Business Management

COURSE CODE

MGT-101

SUBMITTED TO

Muhammad Danish Habib

DGREE PROGRAM/SECTION

BS STATS -2nd

DEPARTMENT OF STATISTICS

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Introduction:
J. Junaid Jamshed is a brand which started his journey in 2002 by launching his first store in Tariq
Road, Karachi and firstly the Brand J. was only offering Men's ready to wear apparels to Pakistani
Industry. Soon it earned the heights of success as it was one of its kinds in Karachi during that
time, but now, in the Pakistan, no one is like this brand as it offers the best apparels with the latest
design and ethnic wear. In 2011, Men Clothing Brand Junaid Jamshed took an initial step into
fashion industry and started to offer Women, Kids (Boys & Girls) Apparels to the fashion
J Brand was founded in 2005 in Los Angeles. Japanese retail giant Fast Retailing (owner of Uniqlo,
Helmut Lang, and Theory, among others) purchased the majority of J Brand in 2012.
At its inception, the company only offered women's denim.[5] Rudes filled the void with J Brand's
811 Skinny, and their minimalist, no embellishment take on this silhouette was an instant hit.[6]
However, their most famous skinny is the Houlihan Cargo Pant, named for the M*A*S*H
character Hot Lips Houlihan and originally perceived as a novelty item.[7] The novelty item ended
up being a revolutionary piece as Frank Doroff, Vice Chairman of Bloomingdales department
stores explained it was their "best selling pant", selling thousands.[7] J Brand sold more than
300,000 pairs.
J Brand has actively worked with fashion designers such as Christopher Kane, Henry Duarte,
Erdem, Meadham Kirchhoff, Peter Pilotto, Richard Nicoll, and Proenza Schouler.
They have also worked with Creative Director Karl Templar and photographer Craig McDean for
their Fall 2012, Spring 2013 and Fall 2013 ad campaigns.[
J Brand is a Los Angeles-based fashion label specializing in premium denim. It is recognized for
its high-quality fabrics, beautiful silhouettes, and perfect fit. J Brand products are sold in well-
known department stores and specialty boutiques in over 20 countries, with a large presence in the
United States. UNIQLO and other brands are building upon J Brand technology to create
revolutionary products at the Fast Retailing Jeans Innovation Center.
J Brand set out to create timeless, classic and sophisticated jeans with an emphasis on fit and the
inspiration to make a woman look and feel beautiful in her jeans. Since the launch in 2004, J Brand
has achieved a winning combination of style and comfort, with a vision to create a jean that fit so
perfectly it would follow then contours of the body. With the introduction of the dark-washed
skinny jean, J Brand was the first company to drive the skinny jean trend with global distribution.
J Brand also introduced stand out trends like the Love Story flare and the Houlihan cargo pant. In
fall 2008, a men's line was introduced embodying modern classics with a masculine sensibility. In
Spring 2012, J Brand introduced a ready-to-wear collection designed to pair back to denim with
luxurious contrasting fabrics while continuing the simplistic attention to detail and sensibility of
the brand. Remaining authentic and true to the customer while delivering inventive designs, J
Brand continues to be an industry leader in the fashion world. The breadth of the brand also
includes past collaborations with such designers as: Proenza Schouler, Christopher Kane and
Simone Rocha. J Brand is a California-based company, featured in specialty stores and luxury
retailers in more than 25 countries worldwide.

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Defination of Marketing Management
J.watch Marketing Management
Marketing is the process used to determine what products or services may be of interest to
customers and the strategy to use in sales, communications and business development (Kotler et
al. 1996). The American Association of Marketing define marketing management as the process
of planning and executing the conception, pricing, promotion and distribution of ideas, goods and
services in order to create, exchange and satisfy individual and organisational objectives.
Architecture[show] In marketing, brand management is the analysis and planning on how a brand
is perceived in the market. Developing a good relationship with the target market is essential for
brand management. Tangible elements of brand management include the product itself; its look,
price, and packaging, etc.
In marketing, brand management is the analysis and planning on how a brand is perceived in the
market. Developing a good relationship with the target market is essential for brand management.
Tangible elements of brand management include the product itself; its look, price, and packaging,
etc. The intangible elements are the experiences that the consumers share with the brand, and also
the relationships they have with the brand. A brand manager would oversee all aspects of the
consumer's brand association as well as relationships with members of the supply chain.

MISSION:
“To return after seven years and be part of Fast Retailing, whose mission is intrinsically in line
with the essence of J Brand, is an extraordinary opportunity,” said Crippen to WWD on her return.
“The global market has changed dramatically over the last few years and J Brand occupies an
essential place in that market.
London - J Brand has announced the return of one of its co-founders, Susie Crippen as Creative
Director.
Crippen is set to officially return to J Brand in early December. “To return after seven years and
be part of Fast Retailing, whose mission is intrinsically in line with the essence of J Brand, is an
extraordinary opportunity,” said Crippen to WWD on her return. “The global market has changed
dramatically over the last few years and J Brand occupies an essential place in that market. I believe
in this brand, and I know the possibilities are limitless.”
A former stylist, Crimean and Rudes have been credited with helping drive the global rise of the
skinny jeans in 2004. Based in California, J Brand currently operates numerous concessions in
department stores and selected retailers in over 25 countries around the world.
Vision:
J Brand. J Brand was founded in 2004 by Jeff Rudes. His vision was to create classic &
sophisticated jeans with an emphasis on fit. He wanted to create a jean that fit so perfectly that it
followed the contours of one's body.

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 Brand was founded in 2004 by Jeff Rudes. His vision was to create classic & sophisticated jeans
with an emphasis on fit. He wanted to create a jean that fit so perfectly that it followed the contours
of one’s body. With that mission, J Brand was the first company to create a dark-washed skinny
jean & really capitalize on the trend. It’s their winning combination of style, comfort and sexiness
that has made J Brand a leader in the premium denim industry today.
J BRAND is a leader not just in the denim and fashion spaces—we aim to embody the elevated
lifestyle of today’s consumer. Our product is about the person who wears it, and his or her
individual expression of our creation. We believe his or her approach to shopping is the same as
his or her approach to everything else in life: elevated, pared back, and functional. We create denim
and ready-to-wear pieces that seamlessly fit into this lifestyle, with an emphasis on sustainability
and a keen awareness of the impact we have on the world at large. We are passionate in our belief
that the person makes the outfit, not the other way around, and that passion drives us to constantly
ideate, create, and innovate.

BUSINESS PLAN:
The major goal of this project is to create a business plan that suits the proposed company’s model
and that can further be used by other intending fashion companies and or Start-ups as template in
the future. The core objectives include but not limited to
 Launching the new fashion company;
 Description of the products and services the company is providing the customers
 Analysing the fashion industry in Nigeria and the opportunities for Start-up
 Value-creation for the target market
 Marketing and operational plans of the company
.The company’s product which is high-end fashion is believed to be a success in the market
because it will be the highest quality personalized clothing, provided at an affordable and
reasonable prices Both primary and secondary sources were used to gather insights about the
industry and customer behaviour in the target region before creating the business plan for F’Joy
Couture. A online survey was created with a demographic of at least 100 people, aged 18-60 to
gather customer insights in the Northern-region of Nigeria, with more focus on Abuja residents.
Other sources were from official information published about the industry by government,
individuals and industry competitors. The business plan has been created using the acquired
knowledge from the market research and reliable literature. This has helped in defining the
business mission; marketing and organizational plans and the financial plans which will
subsequently be further developed.

Corporate strategy:
Business-level strategy focuses on how to attain and satisfy customers, offer goods and services
that meet their needs, and increase operating profits. To do this, business-level strategy focuses on
positioning itself against competitors and staying up to date on market trends and technology
changes.

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Economist Michael Porter theorizes that there are two main types of business strategy: cost
leadership and differentiation. A business can also integrate these two strategies.
Many companies have one overarching goal: to earn a profit and create a return for shareholders.
To achieve their goals, corporations may own multiple business units in various industries.
Business-level strategy is used to obtain a customer base and sell a product at a profit. Corporate-
level strategy, on the other hand, is used when deciding what business units to sell and purchase,
and how to integrate operations and find synergies between them.
Compared to business strategy, corporate strategy examines success from a higher level. Corporate
strategy is focused on obtaining a mix of business units that will allow the company to succeed as
a whole.

J. SWOT Analysis:
SWOT analysis is a strategic planning tool that can be used by J.Crew Group managers to do a
situational analysis of the firm . It is a useful technique to evalauate the present Strengths (S),
Weakness (W), Opportunities (O) & Threats (T) J.Crew Group is facing in its current business
environment.
The Strengths-Weaknesses-Opportunities-Threats (SWOT) Analysis / Matrixhelps the managers
of the J.Crew Group to develop four types of strategies:
• SO (strengths-opportunities) Strategies
• WO (weaknesses-opportunities) Strategies
• ST (strengths-threats) Strategies
• WT (weaknesses-threats) Strategies

Strength:
As one of the leading companies in its industry, J.Crew Group has numerous strengths that enable
it to thrive in the market place. These strengths not only help it to protect the market share in
existing markets but also help in penetrating new markets
some of the strengths of J.Crew Group are –
• Highly skilled workforce through successful training and learning programs. J.Crew Group
is investing huge resources in training and development of its employees resulting in a workforce
that is not only highly skilled but also motivated to achieve more.
• Automation of activities brought consistency of quality to J.Crew Group products and has
enabled the company to scale up and scale down based on the demand conditions in the market.
• Successful track record of developing new products – product innovation.

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• Good Returns on Capital Expenditure – J.Crew Group is relatively successful at execution
of new projects and generated good returns on capital expenditure by building new revenue
streams.
• Strong Brand Portfolio – Over the years J.Crew Group has invested in building a strong
brand portfolio. The SWOT analysis of J.Crew Group just underlines this fact. This brand portfolio
can be extremely useful if the organization wants to expand into new product categories.
• High level of customer satisfaction – the company with its dedicated customer relationship
management department has able to achieve a high level of customer satisfaction among present
customers and good brand equity among the potential customers.
• Strong Free Cash Flow – J.Crew Group has strong free cash flows that provide resources
in the hand of the company to expand into new projects.
• Highly successful at Go To Market strategies for its products.
WEAKNESSES:

Weakness are the areas where J.Crew Group can improve upon. Strategy is about making choices
and weakness are the areas where a firm can improve using SWOT analysis and build on its
competitive advantage and strategic positioning.
• Not highly successful at integrating firms with different work culture. As mentioned earlier
even though J.Crew Group is successful at integrating small companies it has its share of failure
to merge firms that have different work culture.
• Organization structure is only compatible with present business model thus limiting
expansion in adjacent product segments.
• High attrition rate in work force – compare to other organizations in the industry J.Crew
Group has a higher attrition rate and have to spend a lot more compare to its competitors on training
and development of its employees.
• The marketing of the products left a lot to be desired. Even though the product is a success
in terms of sale but its positioning and unique selling proposition is not clearly defined which can
lead to the attacks in this segment from the competitors.
• Need more investment in new technologies. Given the scale of expansion and different
geographies the company is planning to expand into, J.Crew Group needs to put more money in
technology to integrate the processes across the board. Right now the investment in technologies
is not at par with the vision of the company.
• Days inventory is high compare to the competitors – making the company raise more
capital to invest in the channel. This can impact the long term growth of J.Crew Group
• There are gaps in the product range sold by the company. This lack of choice can give a
new competitor a foothold in the market.

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OPPORTUNITY:
• Stable free cash flow provides opportunities to invest in adjacent product segments. With
more cash in bank the company can invest in new technologies as well as in new products
segments. This should open a window of opportunity for J.Crew Group in other product categories.
• Lower inflation rate – The low inflation rate bring more stability in the market, enable
credit at lower interest rate to the customers of J.Crew Group.
• New customers from online channel – Over the past few years the company has invested
vast sum of money into the online platform. This investment has opened new sales channel for
J.Crew Group. In the next few years the company can leverage this opportunity by knowing its
customer better and serving their needs using big data analytics.
• Opening up of new markets because of government agreement – the adoption of new
technology standard and government free trade agreement has provided J.Crew Group an
opportunity to enter a new emerging market.
• New environmental policies – The new opportunities will create a level playing field for
all the players in the industry. It represent a great opportunity for J.Crew Group to drive home its
advantage in new technology and gain market share in the new product category.

THREATS:
• New technologies developed by the competitor or market disruptor could be a serious threat
to the industry in medium to long term future.
• Intense competition – Stable profitability has increased the number of players in the
industry over last two years which has put downward pressure on not only profitability but also on
overall sales.
• Imitation of the counterfeit and low quality product is also a threat to J.Crew Group’s
product especially in the emerging markets and low income markets.
• Rising raw material can pose a threat to the J.Crew Group profitability.
• Liability laws in different countries are different and J.Crew Group may be exposed to
various liability claims given change in policies in those markets.
• The company can face lawsuits in various markets given - different laws and continuous
fluctuations regarding product standards in those markets.

Products and services:

• J. Kurta Bunnat
• Qameez Shalwar
• Waistcoat

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• Unstitched Fabric
• Sherwani, Turban, Khussa and other accessories for the groom
• Shoes

Prices:
save on J Brand! Find Sales Up to 70% Off. New Items on Sale Daily. Shop the Latest Trends.
Designer Brands on Sale. Shop Fresh Trends on Sale. Designer Shoes on Sale. Brands: TopShop,
For Love & Lemons, AG Jeans, Manolo Blahnik, Vintage Addiction, Revolve.

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Places
Marketing management is the organizational discipline which focuses on the practical application
of marketing orientation, techniques and methods inside enterprises and organizations and on the
management of a firm's marketing resources and activities.

SEGMENTATION OF J. BRAND:
ustomer driven marketing strategy. ... Dividing a market into smaller segments with distinct needs,
characteristics, or behavior that might require separate marketing strategies or mixes.

Geographic segmentation:
Geographic segmentation is when a business divides its market on the basis of geography. There
are several ways that a market can begeographically segmented. You can divide your market by
geographical areas, such as by city, county, state, region, (like the West Coast), country, or
international region.

Demographic segmentation:
Demographic segmentation is market segmentation according to age, race, religion, gender, family
size, ethnicity, income, and education. Demographics can be segmented into several markets to
help an organization target its consumers more accurately. With this type of segmentation, an
organization can categorize the needs of consumers.

Psychographic segmentation:
Psychographic segmentation is a method used to group prospective, current or previous customers
by their shared personality traits, beliefs, values, attitudes, interests, and lifestyles and other
factors. These characteristics may be observable or not.

Behavioral segmentation:
Behavioral segmentation is defined as the
process of dividing the total market into
smaller homogeneous groups based on
customer buying behavior. Behavioral
segmentation is done by organizations on
the basis of buying patterns of customers
like usage frequency, brand loyalty,
benefits needed, during any occasion etc.

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Conclusion
In conclusion, branding is about building consumer trust in an organization’s products.
Globalization and communication mediums are making a wider target audience possible. As a
result, companies are investing heavily into marketing campaigns that can boost the value of their
brand. Companies like Nike, Inc. understand the impact the brand value has on their sales and
profits. They also understand the need for stakeholders to believe in a brand. Hence, they spare no
expense when recruiting the athletes that will help project the desired image.
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