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JAFFERJEES
A Tradition of Quality
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Why JafferJees
An image of a big capital J comes to mind when
we talk about a success story. The question that
arose was: why JafferJees? There are many a firms
that are dealing in leather products, there must be
something differentiating or distinguishing that led
them to get the most loyal customers in town.
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History
Over a century ago, the JafferJees family established a
business as expert saddlers in the city of Quetta, then British
India.
The business was initially a solution to leather goods needs ofthe British Army in subcontinent.
The business, from just making saddles, boots and belts for
the British army, expanded its product line to formal shoes
and leather upholstered furniture.
Then in 1935 nature played its hand.
JafferJees business center shifted to Karachi.
Currently working in Pakistan and abroad.
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Type of Business
JafferJees is a family-owned business; it was
originally started by JafferJees and later carried
on his sonTahir Ali Quettawala.
The business is now owned by two brothers; Imtiaz
and Arif Quettawala, and their cousin Arshad
Quettawala.
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Store Location
Mehran heights (Clifton main branch)
T
ariq road Park towers
Dubai
Lahore (under construction)
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Customers
Upper middle class
High class
Corporate sector Celebrities
Politician
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E-Commerce Activities
Online store front
Website was launched in 1999.
In 2002, launched an e-store exposing productsnationally and internationally
Benefits
International outreach
Managed inventory
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MarketingStrategies
Branding
JafferJees offers quality at its best at affordable prices. By1988, the name had become synonymous with leatherproducts of unmatched quality in Pakistan, necessitating the
need for a brand identity
Store positioning
The positioning of JafferJees has always been consistent
because of which they have been able to integrate it in theirorganization's culture.
International Expansion
Located in Dubais prestigious Burjuman Centre since 1994
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MarketingMix
Product offering
Over the past 125 years, they have transformedthe creation of genuine leather products into an
art form
Place
Mehran Heights, Park Towers and Tariq Road.Dubai
Price
Basis on cost plus profit margin. but createsdifficulties when prices of other commodities
fluctuates not only raise their cost but lower their
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People to serve
That are affordable
People that serveJafferJees train their employees in such a
way that they provide assistance and help
buyers in making their purchase decision
Presentation
groups their products and services in an
exclusive splendor and attends to its customers on
personal basis.
MarketingMix
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Advertising
Rarely advertises
They once advertised on the Google bar fortheir online store.
Recently, JafferJees was given coverage inBrand Zone, a program by Business Plus.
The main reason for not advertising is the
limelight and hype that prevails when heavymarketing campaigns are initiated.
They are just dependent on their website forsmall advertising.
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Supply ChainManagement
Purchase order
Purchase orders are made in conformance with requirementsof each store, as soon as the inventory reaches the minimumlevel.
Vendor management
Products designed by the owners of JafferJees are thenforwarded on to the contractors who work specifically forJafferJees and are involved in producing the finished goods.
Warehousing
It is responsible from checking quality of raw material tillfinished products delivered by the contractor
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Transportation
Transferred through rented vans
Material handling equipments
Safety measures are taken to ensure that the productsare not defected while delivery.
Efficient docking
The implementation of First in First out (FIFO) deliveryplan at JafferJees ensures best utilization of space andhelps in minimizing the aging of merchandise kept inthe warehouse
Supply ChainManagement
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Customer Relationship Management
Integrating systems and policies based on customerfriendliness.
By incorporating a customer-centered culture.
By giving first priority to their customers.
By allowing their customers to express their viewsthrough comment cards.
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InformationSystems
JafferJees have some selected people who aretaking care of the information system as it containsall the confidential financial details that showed beprotected in order to save internalintegrity.
POS TechnologyTheir cash registers not only produce cashreceipts/memos of customer purchases, but alsostores informationin a database. This information
can be retrieved at any point of time for trackingcustomer purchases. It also reduces the timerequired for efficient customer checkout.
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JafferJees have one of the best human resourcemanagement,
and it is clearly evident from the fact that they haveemployees who are working for them for around 15
years.
Business involves the following activities;
y Recruitment
y Manpower Planning
y Motivation and Rewards
y Salary Structure
Human Resource Management
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Gathering Information before Recruitment
Preliminary Screening and Interview
Recruitment
Termination
Recruitment Process
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Motivation & Rewards
Attendance Bonus
Other Bonuses
Education Physical Appearance
Involvement with Employees
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Salary Structure
Fixed Amount OfSalary Is Paid To All The
Employees At The End Of The Month.
New Recruits Get A Basic Salary.
After Experience The Salary Is Raised
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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 thecustomers.
Conclusion
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THE END