Strategic Marketing

Strategic Marketing

Strategic Marketing(JSD Sialkot Company)

Maryam Azmat (11123007)Hira Azmat (11123008)MBA (3.5-years)

Students of GIFT University GujranwalaDepartment of Management SciencesSupervised by: Muhammad Nadeem MustafaGIFT University Gujranwala(Final Report)

PREFACE:

The pre-requisite of final project of strategic marketing is to make the students of MBA, aware of the practical expertise and to explain them with the real management process.

With an intention of grooming the best executives of the future, Gujranwala institute of future technology (GIFT) has organized a comprehensive final semester project. All of us were placed in leading organizations of business arena to gain firsthand knowledge and insight into their management and working. So, when we were given the chance of selecting an organization, we opted for JSD SPORTS (PVT) LTD.

Getting a chance of working in JSD SPORTS (PVT) Limited, proved to be very beneficial for us. We think that we gained comprehensive insight into the working of an industry. But nothing could have been possible without the co-operation and guidance of the officers of the company.After the completion of this project, it has been our endeavor to stipulate our experience in a way that the reader may clearly understand the core concepts.

ACKNOWLEDGEMENT

We would like to express our gratitude to GIFT University for giving us the opportunity and arranging such an extensive project.First of all, we would like to thank Mr. Sarfraz Ali (General Manager) for its extreme support. He has been a permanent source of encouragement and guidance. He gave us a comprehensive knowledge of procedures taken place in the company and production department.

We would also acknowledge our debt to Mr. Jehangir Malik (Production & Quality Control Manager), for the knowledge he provided in a very frank and casual manner.Our special thanks to Mr. Umer ,Mr.Umair and Mr.Awais the directors of the company who allowed us to do our project on this company, without their cooperation it would have not been possible.

In short, we would always be thankful to all the managers and supervisors for their courteous and compassionate treatment given to us. Thank you all.

Table of ContentsCompanys Introduction11JSD Sports PVT (LTD)11CEO: Mir Mohammad Daood11MISSION Statement:11Responsibilities12Chief Executive12General Manager12Administration Manager12Management Representative / Quality Assurance Manager12Deputy Management Representative.13Quality Assurance Supervisor (In-Process Inspection)13Quality Assurance Supervisor (Final Inspection)13Export Import Assistant13Technical Adviser14Lab Technician14Production Manager14Assistant Production Manager14Production Coordinator15Store In charge15Lamination Supervisor15Cutting Supervisor15Printing Supervisor15Mixing Supervisor15Stitching Supervisor16Passing Supervisor16Workers16Hr Activities16Process for Intake of New Staff16Non Discrimination16Child Labor17Companys marketing concept:17Marketing Plan:17DEPARTMENTS17Products:18Product Profile:18Need of football19Wants and demands19Marketing Mix19Product19Price20Place20Promotion20Commitment to Excellence20Positioning statement:20The companys Microenvironment:20Companys Culture20Suppliers20Marketing intermediaries21Customers21Actual Customers21Potential Customers21Competitors21Primary Competitors21Secondary Competitors22Indirect competitors22Public22Media public22Governmental public22Internal public22The companys Microenvironment22The Companys Macro environment:23Political environment23Economic environment23Technological environment23Cultural environment24Culture24Social Class24Marketing management orientation24Societal Marketing24Marketing concept24Core benefit25Entertainment25Actual product25Product: football25After sale services:25Delivery:26Augmented product26Factors Influencing Consumer Buying Behavior26Cultural Factors26Culture26Social Class26Social Factors26Reference groups26Family26Personal Factors26Family Life Cycle26Economic Situation27Psychological Factors27Motivation27Perception27Learning27Beliefs and Attitude27Buying Decision Behavior27The buying Decision Process28Need Recognition28Information Search28Evaluation of Alternative28Purchase Decision28Post Purchase Decision28The Buyer Decision Process for New Products29Stages in the Adoption Process29Awareness29Interest29Evaluation29Trial and Adoption29Major segmentation Variables for Consumer Markets29Geographic29World and country region29Density29Climate30Demographic30Age30Gender30Income30Psychographic30Social class30Life style30Behavioral30Benefits30User status30Loyalty status30Readiness stage30Attitude towards product30Product and service classifications31Consumer products31Industrial products31Product and Service Decisions31Product and Service Attributes31Product Quality31Product Features31Branding31Packaging32Labeling32Product Line Decisions32Product mix Decision32Brand equity32Brand Positioning32Manufacturing Brands versus Private Brands32Licensing32Co-branding33Line extension and Brand extension33Conventional distribution Channel33The Marketing Communication Mix33Advertising33Personal Selling33Direct Marketing33Total Promotion Budget and Mix33JSD uses Objective and task method33SWOT Analysis34Strengths of Company34Weaknesses of Company34Opportunities of Company34Threats of Company34Product Life-Cycle strategies34Product Development34Introduction34Growth35Maturity35Decline35Companys Position35Budget35Evaluation, Monitoring and Control35Identification of Problems35Recommendations36CONCLUSION36Bibliography37References37

Companys IntroductionJSD Sports PVT (LTD)ISO 9001-2000 CertifiedCEO: Mir Mohammad Daood

JSD stands for Jehangir, Shahid and Daood. Jehangir and Shahid were Mr Daood`s friends who helped him in establishing the company but they dont have any shares in the company and has no interest in the company as well.

JSD Sports (PVT) Ltd. has been manufacturing and selling qualitysports goods and sportswear, since 1981 and working hard to offer the best possible services & competitive price.

It is a medium sized Sports Ball and Sports Wear manufacturing company. JSD Sports has been producing best quality balls catering to renowned companies in the Sports Balls and Sports Wear, such as, American Challenge Kwik Goal, Reebok, and V. Warmenhoven etc. The total covered area of manufacturing facility is about 5 Kanals. JSD Sports with the workforce of about 2000 employees (Including the Production and the Management staff) produces about 250,000 quality balls per year.

MISSION Statement:

JSD Sports (Pvt.) Ltd. aims at providing maximum customer satisfaction in terms of Quality Product to gain distinct position in the Sports Industry.

Responsibilities

Chief Executive

Is responsible to ensure highest commitment towards the implementation and control introduced within the organization. Prepare and document the Quality Policy keeper in view the aims and objectives of the company. Responsible for all aspects of Quality System. Allocate resources for the Quality System. Assign the duties and assess the training needs of Departmental Heads. Prepares and approves the Quality Manual. Chairs the Management Review Meeting.

General Manager

Is responsible to act as a bridge between the C.E.O and the management to communicate the enthusiasm and support in implementing the Quality System. Chairs the Management Review Meeting. Select and approves the subcontractors / suppliers for the company. Directs activities related to purchases for the company. Responsible for the Contract Review with the customers and Amendment if required. Handles all the relevant Quality Records in an appropriate manner. Acquires feedback from the customer

Administration Manager

Is responsible for all the administrative aspects of the company and day today administration. Is responsible to ensure adequate security measures to thwart any untoward incident in the company. Supervises the proper use and maintenance of company's transport. Is responsible to act as a bridge between C.E.O and the management to communicate the enthusiasm and support in implementing the welfare measures. Is responsible to organize Management Review Meeting at appropriate intervals.

Management Representative / Quality Assurance Manager

Directs activities related to in-process and final inspections. Supervise the proper execution of Quality Control check as per process flow and in accordance with the Documented procedures. Review all rejects and scraps before final inspection. Files and indexes the Quality Records in an appropriate manner. Ensures that a full-scale Quality System is established, implemented and controlled in accordance with the international standards. Documentation and regular submission of current status of the Quality System with recommendations, if necessary. Operation of the Quality Audits. Preparation of Agenda and Minutes of Management Review meetings. Responsible for the functioning of Corrective and Preventive Action Procedures. Conduct the training of employees. Responsible for the calibration of necessary machinery and equipment used within the organization. Ensure that the Quality Management System is operating smoothly on the Production floor. Conducts analysis of data Monitors the objectives of the company Maintains the records of the training as well as effectiveness of the trainings Maintains the records of the customer feedback

Deputy Management Representative.

Responsible for handling the routine procedures in the absence of Management Representative.

Quality Assurance Supervisor (In-Process Inspection)

Conducts at least 5 % in-process inspection according to the QA Inspection checklist for every order.

Quality Assurance Supervisor (Final Inspection)

Conducts 100 % Final Inspection in terms of Stitching, Printing, Stamping, Cleaning and packing. Whereas at least 5 % goods is inspected in terms of circumference and weight.

Export Import Assistant

Deals all the matters related to the packing of the consignments and other necessary requirement.

Technical Adviser

Is responsible to act as principal adviser of Chief Executive on all Technical Matters. Organize the company Laboratory and Supervise technical tests of Material / Products to ensure maintenance of the Quality System as per required Standards / Specifications. Analyses and selects the materials as per required Standard / Specifications supplied by Subcontractors / Suppliers for the company. Monitor all activities related to purchases for the Company. Ensure quality of the products in the light of quality Manual Process Flow. Carry out regular monitoring of the machinery of the company to ensure its optimum usage / operation. Render valuable advice on the technical matters of the company. Innovate and suggest systems for the betterment of Company Products.

Lab Technician

Is Responsible for Daily / Routine Laboratory affairs Carry out technical tests of Material / Products to ensure maintenance of the Quality System according to required Standards / Specifications as per Directions/Supervision of Technical Adviser. Ensure the cleanliness of the Laboratory equipment and keep it in working condition.

Production Manager

Is responsible for providing the necessary training and guidance to the personnel involved in all the phases of Production. Ensure that all the suggested procedures for different phases of production are followed in an orderly manner. Issue Production Orders and Production Slips to different departments in accordance to the Contract Review Forms received from the General Manager. Responsible for the regular maintenance of equipment and machines. Maintains and Controls the Quality Records in an appropriate manner. Conduct the training of employees.

Assistant Production Manager

Responsible for the preparation of order sheets and production slips to communicate production requirements to relevant workstations in the absence of Production Manager.

Production Coordinator

Responsible for distribution and receiving of balls from stitchers. Maintain record of receiving contract work from the sub contractors.Store In charge

Responsible for receiving inspection of incoming raw materials. Responsible for issuance, storage and stock register of raw materials and finished items. Organizes the store properly and prepares Condition Assessment Report of the store after regular intervals.

Lamination Supervisor

Responsible for receiving the Production Slips related to lamination section from the Production Manager / Asst. Production Manager. Ensure that the procedure adopted for the Lamination purpose is followed properly.

Cutting Supervisor

Responsible for receiving the Production Slip related to cutting section from the Production Manager / Asst. Production Manager. Ensure that the procedure adopted for the Cutting purpose is followed properly.

Printing Supervisor

Responsible for receiving the Production Slip related to printing section from the Production Manager / Asst. Production Manager. Ensure that the procedure adopted for the Printing purpose is followed properly. Responsible to control the Printing screens. Maintain the record of the Work, Drawings and Specifications.

Mixing Supervisor

Responsible for receiving the Production Slip related to mixing section from the Production Manager / Asst. Production Manager. Ensure that the procedure adopted for the Mixing purpose is followed properly. Place a sample in the mixing section to guide the work force.

Stitching Supervisor

Responsible for receiving the Production Slip related to stitching section from the Production Manager / Asst. Production Manager. Ensure that the procedure adopted for the Stitching purpose is followed properly. Place a sample in the stitching section to guide the stitches.Passing Supervisor

Ensure that the ball is stitched according to the customer specifications.

Workers

Workers at all the levels of Production shall follow the instructions of their relevant Supervisors. Strictly follow the procedure of the work assigned to them. In case of any quarries, shall contact their supervisors or the Production Manager.

Hr Activities

Process for Intake of New Staff

Advertisement given in newspapers for the concerned Post/Vacancy.Applications received from the candidates.Applications scrutinized and candidates short listed in view of the required qualifications.Candidates given date for the test.Written test held of the candidates on given date.Selected candidates are called for Interviews.Best suited candidate is selected and appointed for the concerned post/vacancy

Non Discrimination

The company hires workers on the basis of individual skills and dose not discriminate on the grounds of gender, race, religion, age, disability, sexual orientation, nationality, political opinion or social or ethnic origin.The factory pays wages, bonuses, allowances and other forms of compensation to workers on the basis of job performance and behavior.The factory promotes, discipline, assign work, terminates employment and provides for retirement on the basis of individual job performance and behavior.

Child Labor

The factory does not involve child labor and ensures that the employed labor meet the legal minimum age.The factory has established procedures for verifying the age of all employees. IMAC terms are monitoring our performance and we are placed at A category. Customers feed back.

All the customers are sought their feed back in month of January every year. They are asked for their complaints and views about the performance of the company.Companys marketing concept:

"Companys marketing concept as every other companys is to enhance its sales and to grow in the international market."

Marketing Plan:

"Companys marketing plan is based on the quality of its product and competitive price. So it offers the best product with the best price."

DEPARTMENTS

Operational department

Production department

Finance department

Engineering department

Quality control department

Quality assurance department

Research and development department

Customer service department

Marketing department

Human resource management department

Medicare department

Products:

Product consists of goods and services. JSD Sports main products are footballs, sports wear and sports accessories. Product Profile:

Foot balls Soccer Balls

Volley balls Medicine Balls

Rugby Balls Training Suits

Track Suits Shirts

Jerseys Shorts

ReversibleScrimmage

Vest Shin PadGloves Goal keeping Gloves

Referee Flags Corner Flags

Soccer BagsNeed of footballEntertainment and pleasure through sports is one of the basic need of humans. So, to fulfill the requirement of entertainment football is becoming the need.

Wants and demandsJSD is providing the quality to customers. So, it is want of the customers which is also fulfilling the demand and beside satisfaction providing the delighters.JSD also organize the research programs to be aware of the demand of their customers.Marketing Mix

Marketing mainly based on 4 P's i.e. Product, Price, Place and Promotion.Product

Product consists of goods and services. JSD Sports main products are footballs, sports wear and sports accessories. MINI (for rum and novelty)SKILL (for juggling and skills)INDOOR (for challenging play)COMPETITION (entry/youth level ball)DAYGLOW (faster and softer touch)CLUB (all purpose youth league/club ball)COMET (game/practice ball)SPLASH (durable)CHAMPION (multi-purpose, practice and game ball)ARENA (for indoor play- for all)KEEPER BALL (for strength and technical enhancement)PENDULUM HEADER (for training)STRIKER (professional quality)SUPER CHAMPION (college high school play)CLASSIC (fastest non gloss)WORLD CUP (excellent all-terrain game ball)CONQUEST (for coaches who want speed)

Price

The face value of the product selling in the market is called price. JSD is working from Sialkot that is a competitive place for the sports industry so they have to be very careful with the price, as they believe price and the quality is their competitive edge. Place

The market where product is to be launched or sold, JSD is mainly working in American and European markets. As JSD has firm belief in the Product Concept, so the product has to be good and price got to be competitive as those markets are highly competitive. JSD has to keep working towards improvement on their quality to maintain their position in the market.

Promotion

There are several ways of promoting the product in the market, such as, advertisement, publicity, Internet, direct selling etc. JSD is promoting the products through Internet, direct selling and publicity. They have got their web site www.jsdsports.com helping them bringing them few queries, which becomes potential buying once they are solved. Then their marketing representative is visiting international sports festivals and the clients on a regular basis to stay updated with demands and needs of the clients and attract more potential buyers in the market.

Commitment to ExcellencePositioning statement:

The Companys Marketing Environment in contrast to threats and opportunities

The companys Microenvironment: JSD Sports has got a good complete system of controlling its micro environment as the C.E.O strongly believes in his statement that company operational success is in its effective micro environment."Companys Culture

SuppliersJSD being a manufacturing organization has range of suppliers supplying them different raw materials for their products. C.E.O in his views strongly believes that the "company does not make profit in its sales but the buying it does." so they have got many suppliers supplying them different products but at the same time they have got their people searching for new products and new suppliers in the market all the time to keep themselves updated and to minimize the cost of buying the raw materials.

Marketing intermediariesCompanys marketing strategy is very basic and simple as they are not selling their products to the end users directly so they don not need intensive marketing. C.E.O himself does this job of direct marketing by introducing his products to different international brands and markets with the help of international sports exhibitions held across the world every year and with personal appearances as well.

CustomersJSD has got a profile full of prestigious and recognized customers around the globe; presently they are working in more than 50 countries across the globe and have build up a good repute in the international market. Their customers like Reebok, Admiral, AJAX, PSV, American Challenge and Kwik Goal are recognized in every part of the world.Actual CustomersReebokAdmiral AAX PSVKwik Goal American Challenge Sterling AthleticsPotential CustomersNIKE ADIDASCompetitorsJSD is based in Sialkot, renowned for its industries so they got to have a number of competitors in the market striving to pull every possible opportunity in the market. Over all the whole industry is competitor but few of the main direct competitors are:

Primary Competitors1: Saga Sports 2: Ali tradings 3: Talon Sports 4: Taj Mahal Sports

Secondary Competitors5: Sublime Sports 6: Awan sports7: Medrigal 8: Recto Sports etc.....Indirect competitors1.CA sports2.MB malik sports 3.Ehsan sports

But due to JSD's commitment towards its quality, competitive price and JIT strategy they are still ahead of their competitors.PublicPublic are the people who are associated with the company due to some benefit or to which the company is associated in terms of getting benefit.Benefits can be social or monetary.Media publicJSD is linked to media public through Print media and TV advertisement.Governmental publicJSD has taken loan from Soneri Bank and Habib Bank and has also hired a Legal advisor (Mr. Mohsin).Internal publicJSD gives so much importance to employees, as they are the back bone of the company.The companys Microenvironment

Micro environment consists of all the activities occurring inside the company or relating to the company directly in terms of its products and services, such as suppliers, marketing intermediaries, customers, competitors, public etc. JSD Sports has got a good complete system of controlling its micro environment as the C.E.O strongly believes in his statement that company operational success is in its effective micro environment." JSD being a manufacturing organization has range of suppliers supplying them different raw materials for their products. C.E.O in his views strongly believes that the "company does not make profit in its sales but the buying it does." so they have got many suppliers supplying them different products but at the same time they have got their people searching for new products and new suppliers in the market all the time to keep themselves updated and to minimize the cost of buying the raw materials.company's marketing strategy is very basic and simple as they are not selling their products to the end users directly so they dont not need intensive marketing. C.E.O himself does this job of direct marketing by introducing his products to different international brands and markets with the help of international sports exhibitions held across the world every year and with personal appearances as well.JSD has got a profile full of prestigious and recognized customers around the globe, presently they are working in more than 50 countries across the globe and has build up a good repute in the international market. their customers are like Reebok, Admiral, AJAX, PSV, American Challenge and Kwik Goal are recognized in every part of the world.JSD is based in Sialkot renowned for its industries so they got to have a number of competitors in the market striving to pull every possible opportunity in the market. but due to JSD's commitment towards its quality, competitive price and JIT strategy they are still ahead of their competitors. over all the whole industry is competitor but few of the main are Ali trading, Awan sports, Medrigal, Recto Sports etc.The Companys Macro environment:

Macro environment consists of all the activities occurring outside the company but has an impact towards it. It is not directly related to the company but affect the industry by all means such as political issues, economic issues, social issues, technology, demographic environment etc.

Political environmentJSD Sports is based in Pakistan and political situation of Pakistan has been chaotic most of the time. There has been a hide and seek game between democracy and martial law so this situation has a major impact on the industries and businesses in Pakistan and foreign clients are not willing to invest in a situation where they are not sure what will happen tomorrow? So JSD has a big threat of political instability as it is resisting huge amount of potential investments.Economic environmentCountries progress and downfall can easily be predicted by its economic conditions. If a country has a stable economy that means it can attract or will have potential investments coming in on a regular basis and vise versa. Pakistan economy due to its instable political situations has not been on the better side. Currency has been devalued so much in recent years that it is hard to maintain the prices, as price fluctuation is very frequent. In this situation JSD is finding it very difficult to have price competitive edge in the international market as China due to it large resources and one of the strongest economic conditions has become the largest competitor in the sports market.

Technological environmentTechnology since its invention has become the success factor for any country or economy. Lately Pakistan government has been focusing on bringing the latest and up to date technologies in their market to be more efficient to face the tough competition in the international market. They have been investing funds to bring the awareness and the technology at the same time. JSD as being in the international market for more than 25 years understands the importance of new technology and make every effort to bring the new technology in their business to be effective and most importantly efficient in the market.

Cultural environmentCultureIt matters a lot while considering the different countries in western society. For example Brazil, Italy, France etc are highly involved in football game while it is not that much popular in Pakistan. Footballs as a product making a huge impact in providing profit to the sports industries. Soccer has become one of the strongest parts of the western cultures.Social Class Need exists among individuals who have greater exposure and awareness, and are readily adopting the product. So no class is considered specifically. Marketing management orientation

There are five organization concepts under which organization design and carry out the marketing strategies. These are 1.Production concept2.Product concept3.Selling concept4.Marketing concept5.Societal marketing conceptJSD is following the product, marketing and societal marketing concept.Product Concept:JSD being the manufacturing company has to have the right product concept so that it goes to the right market and brings the desired results. their product in the market represents their clients and bring them back with the business, so they do their best to acknowledge the needs and demands of their clients to provide them with the best quality at the competitive price and at the same time be effective as well.

Societal MarketingSociety plays an important role for any organization and it is an organization's responsibility to look after their society and try to help as much as they can. JSD like other big organizations feel their responsibility towards their society and always lead from the front in any societal issue come up. Apart from that JSD is running quite a few charities and donations plans to serve the society to their best. They like to encourage organizations like Sahara and Shaukat Khanam and donate most of their zakat to these organizations as they are seriously active to help the society.t:

Marketing conceptJSD is following this concept inn away that it fulfill the demands of their customers and also do innovation in their product according to the market demand . The product is usually the most basic marketing consideration. The main product of JSD is footballs. As the JSD is working on contract bases, so it is producing the industrial product because they are manufacturing for the different companies

Core benefitEntertainmentThe most basic level is the core benefit, which addresses the question which the buyer is really buying. To answer this question JSD gives brief description about quality level, design, packaging, and warranty and ball information. JSD has tried to provide these things in the past and is trying to provide it in the future as well to make good relationship with the customers.

Actual productProduct: footballSizes:3-------circumference 23-24 inches-------------11-12 oz4-------circumference 25-26 inches-------------12-13 oz5-------circumference 27-28 inches-------------14-16 oz

Features:Design and Colors may differ according to the requirements

MINI (for rum and novelty)SKILL (for juggling and skills)INDOOR (for challenging play)COMPETITION (entry/youth level ball)DAYGLOW (faster and softer touch)CLUB (all purpose youth league/club ball)COMET (game/practice ball)SPLASH (durable)CHAMPION (multi-purpose, practice and game ball)ARENA (for indoor play- for all)KEEPER BALL (for strength and technical enhancement)PENDULUM HEADER (for training)STRIKER (professional quality)SUPER CHAMPION (college high school play)CLASSIC (fastest non gloss)WORLD CUP (excellent all-terrain game ball) After sale services:If any problem occurs after the sale, the company provides maximum compensations.Like if any problem occurs the company is responsible for it and will refund the money or will replace the product.

Delivery:JSD believes in JIT approach and customers also appraise this approach of the company. For deliver their products by air or ship.

Augmented productProduct planners of JSD are trying to make an augmented product around core-benefits and actual product by providing extra services, new and exciting features to mold the mind of buyers.

Factors Influencing Consumer Buying BehaviorCultural FactorsCultureIt matters a lot while considering the different countries in western society. For example Brazil, Italy, France etc are highly involved in football game while it is not that much popular in Pakistan. Footballs as a product making a huge impact in providing profit to the sports industries. Soccer has become one of the strongest parts of the western cultures.Social ClassNeed exists among individuals who have greater exposure and awareness, and are readily adopting the product. So no class is considered specifically.

Social FactorsThe major social factor influencing the target customer buying behavior is:Reference groupsThese include college celebrities and models in advertisements like Leonardo (football player), David Beckham in PEPSI (Ads) showing some football skills and football as a product greatly influence the decisions of the buyers, primarily youngsters.FamilyParents have a major influence on the buying process of footballs for children. They encourage their children to play football to make better health and sometimes they encourage choosing it as a profession.Personal FactorsFamily Life CycleNeed of football varies as children mature over their lifetime. For example, for the children, size 1, 2 and 3 is more preferable. By youngsters and professionals size 4 and 5 is demanded. And this demand remains up till the youth time, because the involvement of mature and aged is far less in physical sports.

Economic SituationA persons economic situation affects the product choice. Marketers consider trends in personal income, savings and interest rates. If economic indicators point to recession, marketers can take steps to redesign, reposition and reprise their products. Psychological FactorsMotivationJSD has promoted itself by participating in the international exhibitions. And it has proved itself in terms of price and quality. So, JSD is trying to develop the need in the consumers and customers using different methods like giving advertisements on newspapers, ads on television and over the internet. PerceptionPeople usually get the information regarding JSD through advertisements, broachers and exhibitions and over the internet. So, through these channels people get information regarding JSD and from thereon they start perceiving how the product looks and how is it going to work on the field.

LearningCustomers and consumers are learning good experience by using the football broachers and specifications which are most of the time given on newspapers to help them getting more familiar with the product. Beliefs and AttitudeIt is difficult to change the customers attitude, so, JSD is trying to persuade the customers beliefs regarding their product. JSD has firm believe that through their quality and price regarding the footballs they can change the customers mind and make them buy their goods.Buying Decision BehaviorThere are different types of buying decision behavior that matters a lot while buying a product. JSD gives lots of importance towards consumers behavior before buying the football and after purchasing the foot ball. The four major types are:

Complex Buying Behavior:Dissonance-reducing buying behavior Habitual buying behavior

Variety-seeking buying behavior:Basically, the decision to buy Footballs is a low consumer involvement and significant brand difference, so consumers search extensively for information regarding the brands. This buying behavior is commonly known as Variety-seeking buying behavior for consumers and dissonance reducing for customer because the involvement of customers is very high while buying any product from the company. The buying Decision ProcessNeed RecognitionThe first stage of buyer decision process is Need recognition in which the customer recognizes the need of buying the product. JSD believes in creating the needs using media to represent themselves as the best one to produce the footballs in the whole market.

Information SearchJSD has provides each and every information that is required to know about the products in the market. Consumers dont need to search here and there in order to know about the product. JSD has a made good relationship with the consumers using this as key weapon.

Evaluation of AlternativeInformation is the key resource for any customer or consumer through which it becomes easy to choose the products. JSD has tried to give as much information as possible in terms of quality and price. Users of the footballs evaluate this information and select their favorite football among different brands.Purchase Decision After evaluating the information the customer chooses to buy the product. In this case, JSD has provided the maximum options in terms of buying the product. It becomes easier for consumer to make the decision about the product.Post Purchase DecisionThe last stage is post purchase decision in which JSD also plays an important role by sending various questionnaires to their customers in order to know whether the product is up to the mark or not. This helps them to make a good relationship with the customers for the longer period of time.

The Buyer Decision Process for New ProductsThe company JSD Sports has always tried to bring something new for its customers and consumers. JSD always tries to reach their customers mind to know what kind of product is required for them. To bring the new product in the market is not an easy task and for this customer goes through an adoption process. After this process they become a regular customer of the company.

Stages in the Adoption ProcessAwarenessLaunching a new product is not an easy job. Whenever JSD launches a new football they use media like newspaper and paparazzi to aware people about their upcoming products and most of the people become aware of it.

InterestUsing media as mention in the above paragraph interest is created in the minds of public about the product which gives a real boost to the company and their new product.EvaluationEvaluating different bands also comes in the buyer decision process. JSD has provided enough information by means of which it becomes easier for the public to evaluate which brand football they need and size of football matches their needs.

Trial and AdoptionIt is the most important step in which consumer uses the new product on trial basis. It becomes easier to estimate how good the product is and if it matches its needs and consumer adopts it and becomes a regular customer.Major segmentation Variables for Consumer MarketsGeographicWorld and country regionJSD works on contract bases and provide its products (football) all around the Europe.DensityIt involves urban and suburban.ClimateAlmost all climate regions except snow falling climate.DemographicAgeTeenage, youngstersGenderMale and FemaleIncome10,000 onwardsPsychographicSocial classWorking class, middle class, upper middle, elite classLife styleAchievers, striversBehavioralBenefitsQuality, service, speedUser statusNon user, ex-user, potential user and first time userLoyalty statusStrong and absoluteReadiness stageAware, interested, desirous and intending to buyAttitude towards productEnthusiastic and PositiveProduct and service classifications

Products and services fall into two classes based on consumers

Consumer productsConsumer products have four types which are given below:Consumer products include convenience, shopping products, specialty products and unsought products.

Industrial productsThe three groups of industrial products and services include materials and parts, capital items and supplies and services.The distinction between the consumer product and industrial product is based upon the purpose. As the JSD is working on contract bases, so it is producing the industrial product because they manufacture footballs for different companies like REEBOK, KWIK GOAL and V.WARMENHOVEN all around the world.Product and Service DecisionsProduct and Service AttributesJSD is playing an important in conveying the core benefits of using their products such as a person who plays football as a hobby or professionally has a better health and life as compare to the one who dont play it.Product QualityProduct quality is one of the major positioning tools. JSD always gives a lot of importance to its customers by providing maximum customer service and satisfaction. JSD concentrates more on quality and service than any other things. The balls that are constructed are according to the strict specifications using proven materials and the best technology. JSD is very famous all over the world for providing maximum quality in their products. JSD is following the approach TQM (total quality management) in which all the members of the company are continuously involved in improving the product quality and services to provide the maximum customer satisfaction.Product FeaturesNow-a-days all the companies are providing maximum features and JSD is not behind as well. JSD is giving football features like quality, distribution, packaging, and after sales services.BrandingJSD is proving footballs for the multi national companies such as REEBOK and KWIK GOAL. Now JSD is trying to establish their brand and trying to sell it directly through their own outlets.PackagingThe activity of designing and producing the container or wrapper plays an important role. JSD knows the importance of good packaging in order to create instant consumer recognition of the company or brand. They know that an innovative packaging can give an advantage over competitors. JSD uses polythene as primary package and boxes as secondary package which helps them securing their product.

LabelingLabeling and packaging is both interrelated and has a final impact on customer. Labeling consists of all the features and material used in ball production.

Product Line DecisionsJSD is following both product lines that comprises of line stretching and line filling. JSD is following line stretching in a way that it is producing new products such as sportswear and sports bags to hit the new class. Line filling in a way they are introducing new footballs with the slight modifications such as setting the new colors and sizes on same prices.

Product mix DecisionJSD is concentrating on all the marking 4Ps and their main goal is to achieve maximum customer equity and confidence. For this purpose they are marketing their products in a collective manner to maximize the sale.Brand equity

JSD is producing footballs for different brands such as REEBOK and KWIK GOAL and these brands highly respect JSD for its quality service and JIT approach.Brand PositioningJSD has positioned himself as one of the strongest brand suppliers in the eyes of highly reputed brands in which JSD is providing product maximum product attributes benefits and services.Manufacturing Brands versus Private BrandsJSD itself is a manufacturing brand as well as a private brand so for JSD is concerned, they are well established as well as well recognized all over the Europe for producing high quality balls.

LicensingIt takes years to establish own brand and JSD itself is a licensed brand from the very beginning and a well established brand.

Co-brandingTwo big brands merge together to make one bigger brand that comes in the heading of Co-branding. JSD is a single brand and is not merged with any other brand.

Line extension and Brand extensionJSD is using its successful brand name to introduce new additional products by introducing new colors and sizes for the promotion are known as Line extension. JSD is also following the brand extension by introducing new products under its brand name like sports wears and sports bagsConventional distribution Channel

JSD is using Conventional distribution channel system because the company comes out as independent producers of the product that sells products to its customers (wholesalers) on demand and they sell it to retailers. Each business seeks to maximize its own profits even at the expense of profits for the system as whole.The Marketing Communication MixAdvertisingJSD uses internet, print media like newspapers for the promotion of their products. Writing information about the product and price in the newspapers is all about promotion.Personal SellingJSD always believes in building good relationship with the customers. CEO of JSD personally meets with the customers and asks them about the products and tells them about the new modifications in it. In short JSD personally takes care of their all customers in order to build a strong customer relationship.Direct MarketingJSD directly communicates with its customers using phone, mail, fax, e-mail, the internet and other tools in order to take orders about the products.Total Promotion Budget and Mix Affordable Method Percentage of Sales method Competitive-parity method Objective and task method

JSD uses Objective and task method in which the company sets its promotion budget based on what to accomplish with promotion. JSD main objective is to attain more customers by letting them know about their product modifications and competitive prices. This is one of the hardest methods to use because it is very figure what sort of objective are required for marketing.SWOT Analysis

Strengths of Companyhas strong financial position. has well repute name in sports goods manufacturing industryhas very much experience & hardworking staff.Competitive advantage

Weaknesses of CompanyNo retail outletsNo significant brand

Opportunities of CompanyFootballs are the main manufacturing product of JSD sports.As we all know that soccer are most famous sport in all over EUROPE. So, JSD sports have an opportunity to produce high quantity of footballs.Strong financial positionHardworking Staff.Opportunity to promote footballs in Pakistan

Threats of CompanyCompetition in marketProduct Life-Cycle strategies

After launching the new product, management wants the product to enjoy a long and happy life. JSD management is aware that each product will have a life cycle, although its exact shape and length is not known in advance. PLC has five distinct stages.

Product DevelopmentJSD always believes in making new products in order to attract more customers. JSD seeks ideas from its present customers to know what sort of innovation is required in the product.

Introduction Introducing the new product is one of the most difficult things for the company as the sales growth of that product is very low in the beginning. For this reason JSD seeks information from its customers about the product and from the market as well.

GrowthIt is the period in which the product gains fame for its innovation and gives a lot of profit to the company.

MaturityIt is the period in which the product sales slows down because it achieves all its heights and now goes in the declining stages.

DeclineIt is the period in which the product becomes old and needs some slight modifications. Otherwise it will fall down and nobody will buy it.

Companys PositionJSD lies in between introduction and growth phase because JSD is trying to open its outlets and establish brand in PAKISTAN.Budget

Market share is 28%FOOTBALLS contributed to a total of 60% in the revenuesSpends 8% to 9% of its revenue on advertisement. Sales grew by 7%Sales and distribution 14184295 Rs.Evaluation, Monitoring and ControloManagers are assigned different areas and are given responsibilities which they have to carry out.oEnsure that the ball is stitched according to the customer specifications. Identification of Problems

Lack of area/ space.Lack of man power in some departments.Distribution network is not well.Do not have sufficient storage capacity.Do not have proper offices for employees.No incentives system for employees to encourage them.No proper training plan for employees.Salary packages are not attractive.Employees are experienced based only. They are not well educated.Packaging of the products is not attractive.Lack of marketing department.

Recommendations

Working area should be increased.Distribution network should be improved.There should be proper and separate cabins for the employees.They can retain their experienced employees by giving them some benefits like bonuses and incentives.They should hire new qualified employees.They should increase the salaries of employees with respect to their experiences.They should make separate departments of accounts/sales and purchase.They need to have separate marketing department for promoting their brands.Packaging design and quality should be improved. CONCLUSION

In the end we would like to tell that we get great experience to work with JSD SPORTS (PVT) LTD. For all the experience we gain, we would like to express our appreciation to our supervisors in all the departments who guide us in learning these tasks. We had to go through some problems which are available in the firm.

Studying in the university and working in organization are two different scenarios. We are very thankful to our teacher Sir Nadeem Mustafa for giving us the opportunity to do work on the project on the firm where we can apply our skills and knowledge into practical work. Overall it was a very pleasant task giving by the university and we learned a lot from this which would surely help us in future.

Bibliography

WWW.JSDSPORTS.COM

References

Mohammad Umer Mir Mohammad Umair Mir Mohammad Awais Mir Sarfraz Ali Jehangir Malik

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