3. INTRODUCTION
:
Jafferjees is a 135 years old Pakistani leather brand
headquartered in Karachi, Pakistan.
Jafferjees is an exclusive name in the leather products.
Their experience span over five generations.
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.
4. HISTORY:
135 years ago, the Quettawala family established a business of leather
goods in the city of Quetta, then British India.
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 1935, nature played its hand. The city of Quetta was destroyed by a
massive earthquake. Hence, the Jafferjees business centre shifted to
Karachi.
5. CURRENT
SCENERIO:
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
It has a loyal base of customers.
They now enjoy the status of being a brand, not locally but in international market too.
Since Jafferjees has been present for over a century as the only leather goods provider, their sustainable competitive advantage has given them an edge over the emerging competitors.
Currently, Jafferjees has only 11 outlets in 4 different cities of Pakistan and one international outlet in the middle east.
6. JAFFERJEES MISSION AND VISION :
MISSION STATEMENT:
“To continually
innovate and provide
products of
uncompromising
craftsmanship.”
VISION STATEMENT:
“To preserve and
strengthen our
as market leaders by
expanding and
new markets for our
products.”
7. 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.
8. 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
Benazir Bhutto, during her
reign as the Prime Minister
Pakistan, also stopped at the
Jafferjees to shop around.
12. 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.
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.
13. PLACE:
Jafferjees has only 11 outlets in 4 different cities of Pakistan and one international outlet in the middle east.
Karachi:
Clifton, Tariq Road, Park Towers, Lucky One Mall, Dolmen Mall.
Lahore:
Emporium Mall, M. M Alam Road.
Islamabad :
The Centaurus, Giga Mall, Beverly Centre
Faisalabad:
Saira Mall
United Arab Emirates:
Burjuman Centre
14. PROMOTION:
Jafferjees rarely advertises.
They just utilize their official website and facebook page for promoting their products.
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.
17. AGE AND
INCOME
SEGMENTATION:
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.
They have divided customers into 3 age
for both genders; below 30, 30 to 45 and lastly,
and above.
AGE AND
INCOME
SEGMENTATION:
18. 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.
19. PSYCHOGRAPHIC
SEGMENTATION:
Jafferjees have products for every category
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.
20. BEHAVIOURAL
SEGMENTATION:
Their products have the capability to retain their
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.
All these factors help in increasing the loyalty among the
customers.
22. SWOT ANALYSIS:
• 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.
• 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.
23. SWOT ANALYSIS:
• 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.
• 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.
25. 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 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.
26. ATTACK AND DEFENCE MECHANISM:
• The Traditions Leather and Hub are relatively new entrants
in the market of leather goods.
• They launched their product line keeping in mind the
product line of Jaferrjees.
• Jafferjees target the niche market – the upper class of the
society , so their price range is relatively high
• 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.
27. 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.
By adapting different modes of advertising Jafferjees can communicate
brand image more clearly, creatively and effectively.
Jafferjees is not involved in any kind of research.
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.
