Marketing Plan For j.

brand

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

SUBMISSION DATE (May 31 ,2019)

BY

Alia Iftikhar (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
J. BRAND
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.

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.
 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

: 1. Launching the new fashion company;

2. Description of the products and services the company is

providing the customers
3:Analysing the fashion industry in Nigeria and the opportunities
for Start-up

4. Value-creation for the target market

5. 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.
 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.
 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.

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
 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.
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.
 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.