REINVIGORATING JUNAID JAMSHED:
Following are the ways through which Junaid Jamshed can strengthen their market share and position in the industry and recapture their lost market and image in the eyes of the customers:
ADVERTISING MODERNLY:
Junaid Jamshed needs to increase its advertisement moreover it should not stick to traditional methods of advertisement as being in an aggressively competitive market and an ever changing market being the first one has become very important. Latest advertisement methods that can be used include location based advertisement, sensory billboards etc.
GIVING JUNAID JAMSHED FACE:
Junaid Jamshed should look towards hiring a brand ambassador with a good reputation and also a person who has a high fan following as it has been noticed that people like to use a specific brand if it is represented by a person who they admire and look up to.
INNOVATIVVE PRODUCT DESIGNS:
The main reason behind junaid jamshed being a market follower instead of a leader is that it lacks innovation and follows the lead of other brands such as Gul Ahmed and Al Karam. They should invest more in order to innovate and come up in the market and increase their revenue and come up again and emerge as a market leader.
CREATING CUSTOMER INTIMACY:
A company that maintains good customer relations is the one that succeeds in the long run. Therefore it is very important to continuously keep in touch with the customers through maintaining a Facebook page as it will help in understanding the customers' needs and their feedback about the product.
BEING SOCIALLY RESPONSIBLE:
Before it was only a trend which was observed in the west but now slowly it has moved into Pakistan also. People like to be associated with brands and products which are socially responsible and are attached to and promoting a cause .So Junaid jamshed can also choose a social issue or an environmental issue and play its part.
PRODUCT LINE EXTENSION:
These days only the diverse businesses are surviving thus bonanza too needs to diversify its line of operation i.e. they need to venture into different product lines. Junaid jamshed apart from producing women clothing and men's apparel.
GOING GLOBAL:
Expanding beyond borders has become very important. For example Khaadi has opened up its store in London. Junaid jamshed could look up to opening outlets in different countries. It can start by promoting its sweaters and dress shirts for which it is famous in Pakistan too. It should also get in the global fashion circuits by getting into various fashion weeks starting with the Asian fashion circuits this would help them gain recognition in the region and after that they should venture into the different western territories.
PROMOTION CAMPAIGNS:
Junaid jamshed can take up different promotion campaigns some of which can be participating and presenting its designs in Pakistan fashion week. It can also set up completions in different fashion schools through which the participants can get a chance to design a lawn print for Junaid jamshed. It should also welcome internees from business and fashion schools as it will help them with generating new ideas. The main idea behind these promotional campaigns is to continuously remind the people about the brand so that they have a strong brand recall in their minds.
CASE OBJECTIVE:
The main aim of this case study is to highlight the major reasons for the fall of the market men's clothing of Pakistan i.e. Junaid jamshed.
It looks at the different marketing errors & controversial statements which Junaid jamshed committed which led to their loss of market share and position. We have highlighted their erroneous strategies including their research in development and the lack of modern advertisement techniques.
And in the end, we have provided some strategies that would help Junaid jamshed retain its image and market position as the top men's apparel brand in the country through some innovative and modern marketing efforts.
CASE SUMMARY:
Junaid Jamshed started with an outlet at Tariq Road in 2002. It was the main shopping hub for those who seek to buy the latest in fashion cloths. Initially, only men's wear was available at the store, but later on clothing for women, children, teens, as well as formal wear including groom's wear was also added to the product list as expansion continued.
For a good one decade Junaid jamshed men’s apparel remained at the peak as there was no competition as such in the industry but with time there market and financial position deteriorated as new competitors entered the market with innovative styles and products. Junaid jamshed lost their image and market share also due to controversial statements from the owner and still has not been able to catch up with its competitors.
With the ever changing scenario of the fashion industry with new competitor and products the competition is very stiff for Junaid jamshed. They have not been innovative & effective with their products and style which has negatively affected them. Junaid jamshed failed to adopt with the changing market trends which led to their debacle in the fashion industry.
The demise of Junaid jamshed can also be associated with their ineffective marketing strategies and misappropriate statements. The market share of Junaid jamshed stands at a shocking 10% despite once being the market pioneer.