Contents

EXECUTIVE SUMMARY.........................................................................................................................................................................4
KHAADI AS A BRAND.............................................................................................................................................................................5
BASIC INFORMATION OF THE COMPANY.........................................................................................................................................6
ACKNOWLEDGMENT.............................................................................................................................................................................7
INTRODUCTION.......................................................................................................................................................................................8
MISSION STATEMENT............................................................................................................................................................................9
VISION STATEMENT.............................................................................................................................................................................10
DIFFERENTIATION................................................................................................................................................................................12
MARKET COVERAGE:...........................................................................................................................................................................13
RAW MATERIAL:...................................................................................................................................................................................14
OPERATIONS:.........................................................................................................................................................................................15
DISTRIBUTION:......................................................................................................................................................................................15
SALES AND MARKETING....................................................................................................................................................................15
COMPANY CHAIN VALUE...................................................................................................................................................................16
COMPANY CHAIN VALUE...................................................................................................................................................................17
PROJECT PORTFOLIO MATRIX...........................................................................................................................................................18
PROBLEM AREAS:.................................................................................................................................................................................19
SWOT ANALYSIS...................................................................................................................................................................................20
PEST ANALYSIS.....................................................................................................................................................................................23
CUSTOMER VALUE CHAIN.................................................................................................................................................................27

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COMPETITORS AND COMPETITIVE STRATEGIES:........................................................................................................................28
Marketing Mix...........................................................................................................................................................................................34
DIFFERENTIATION AND POSITIONING............................................................................................................................................35
KHAADI CLOTHING LINE....................................................................................................................................................................39
KHAADI FABRICS..................................................................................................................................................................................43
KHAADI GARMENTS.............................................................................................................................................................................45
KHAADI MEN/WOMEN.........................................................................................................................................................................47
KHAADI MEN..........................................................................................................................................................................................49
KHAADI WOMEN ...................................................................................................................................................................................
...................................................................................................................................................................................................................53
KHAADI SUMMER ................................................................................................................................................................................55
KHAADI KHAAS.....................................................................................................................................................................................57
KHAADI EID............................................................................................................................................................................................60
KHAADI CAMBRIC................................................................................................................................................................................64
KHAADI WINTER...................................................................................................................................................................................67
KHAADI PRET WEAR............................................................................................................................................................................68
NEW COLLECTION................................................................................................................................................................................72
KHAADI KIDS.........................................................................................................................................................................................75
KHAADI MINNIE MINORS....................................................................................................................................................................78
KHAADI HOME ACCESSORIES...........................................................................................................................................................81
KHAADI INTERIOR................................................................................................................................................................................83
KHAADI FURNITURE............................................................................................................................................................................84
KHAADI PRICE LIST..............................................................................................................................................................................86

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Khaadi Short Printed Shirts Fashion in Pakistan.......................................................................................................................................87
PLACE.......................................................................................................................................................................................................89
PROMOTION............................................................................................................................................................................................95
ADVERTISING........................................................................................................................................................................................96
SALE PROMOTION.............................................................................................................................................................................. 102
TRADE PROMOTION………………………………………………………………………………………………………………106
DIRECT MARKETING......................................................................................................................................................................... 109
PRINT CATALOGS.............................................................................................................................................................................. 110
ONLINE CATALOGS............................................................................................................................................................................110
ONLINE MARKETING.........................................................................................................................................................................111
ONLINE MARKETING........................................................................................................................................................................ 112
WEBSITES............................................................................................................................................................................................. 113
SUMMARY.............................................................................................................................................................................................115

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 EXECUTIVE SUMMARY
The purpose of this project is to study that how a particular organization, selected by group
members, does its marketing. This project shows that what marketing is all about.
Khaadi first opened its doors in 1998 in Karachi, Pakistan offering customers kurtas and loose fabric
made from hand-woven fabric. Shamoon Sultan, the chairman and founder, had the intent of
reviving the ancient craft of the handloom and popularizing the traditional medium in a
contemporary manner. Khaadi, which means “hand-woven”, has stayed true to its name and
continues to produce a fusion of styles to complement both the east and west, while still using hand-
woven fabrics on select products.

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 KHAADI AS A BRAND

Khaadi defines its lines as Concepts and initially had Prêt (Ready-to-Wear), Unstitched (Fabric) and
Man (Eastern Wear). Over the years, Khaadi has introduced a number of new Concepts including
Khaas (featuring exclusive and limited-edition pieces), Kids (for 2-12 year olds), Accessories
(jewelry, stoles and handbags) and Home (featuring furniture, bedding and bath items).

In 2010, Khaadi expanded internationally by opening its doors in the United Arab Emirates, first in
Dubai and later in Abu Dhabi. In 2013, stores opened in Kuala Lumpur, Malaysia and London,
England. The company continues on its aggressive expansion strategy by opening several retail
stores in smaller cities of Pakistan. The online store was launched in Pakistan in 2014 and Khaadi
will look to open its digital doors to various countries throughout the year. In 2015,it opens its some
outlets in some remote areas of Pakistan.

BASIC INFORMATION OF THE COMPANY

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 CEO NAME Mr. Shamoon Sultan

YEAR ESTABLISHED
1998

COMPANY SALES  $100 million

Garments (Men's Wear + Women's Wear)

KEY PRODUCTS bed covers, table
linen, cushions, floor rugs

OUTLETS 1500-2000(Worldwide)

INDUSTRY FOUCS Hand-woven fabrics

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 ACKNOWLEDGMENT
Every word of praise and gratitude goes to ALLAH Almighty Whose blessings and bounties are
innumerable to realize and count, and due respect to Holy Prophet (peace be upon Him) who enables us to
recognize our creator and whose teachings are a role model for us to follow in the time of darkness and despair.

We are extremely thankful to our Respected Instructor , Mrs. Sajida Nisar, who gave us a project which enable
us to understand the integrated relationship between 4 P’s of Marketing mix and their role in firm’s success.

SHE IS A TRUE SOURCE OF KNOWLEDGE AND INFORMATION FOR ALL OF US!

In the end we would also like to thank Mr.Zafar Ahmed, shop manager at 15-l, M.M.ALAM Road , Mini
Market Gulberg Lahore, who helped us at every stage of our project.

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 INTRODUCTION
Khaadi Pakistan is a brand with a rich historic background in the country.
The brand was launched at that time when there were not enough fashion
brands to cater the need of the fashion savvy people. The brand started and
within no time the brand conquered the whole fashion industry. At that time
every other person became the fan of the brand and it is the reason that in
such a saturated market the brand has a huge pool of loyal customers. It has a
vast product includes casual wear to ready to wear dresses designed for
nearly every season.

Khaadi online store is the best place to buy all these dresses and if you ever
plan to buy any of their dresses in the future as well. Known for its dazzling mélange of yummy colors, full of
happiness, textures, and hottest styles in the purest cottons and silks that arrest the minds and hearts of people in its
extraordinary ambiance, Khaadi aims to revive the tradition of hand woven fabrics, which has been an intrinsic part
of rich tapestry of life in the East, into a solid new market.

In Pakistan , the famous khaddar cloth is made in the town of Kamaila in Punjab Province and is alsoexported
worldwide . In recent years, khaddar has seen popular revival in Pakistan , especially with leading Pakistani textile
brands such as Khaadi and Gul Ahmed promoting it.

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 MISSION STATEMENT

Our mission at khaadi is to know our customers and what they want. We indulge in careful research and
development to keep up to date with the latest trends and market demand. This in turn helps us to identify and
promptly respond to changes in fashion and business trends while stay in focused on quality control and results. By
demonstrating integrity and respect in our interactions with our employees from the top to bottom of the team
pyramid. We embrace teamwork and collaboration.

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 VISION STATEMENT
Khaadi vision is to operate together as a single unit force to carve a niche for ourselves as the
leading retail textile manufacturing and distributing our brand locally as well international.

Marketing Plan Objectives

ROI of at least 15%
Increase sales annually by 15%
Open at least 2 more stores in the UAE
Break-Even within one year
Increase budge on sales promotion 20%, 5%

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 BUSINESS MODEL
We believe in keeping ourselves highly motivated and inspired at all times. The fast pace is thrilling, with
numerous challenges around the corner and unlimited opportunities

waiting to be explored. Our staff is extremely talented and dedicated individuals at every level with intelligence
and a drive to success. We believe in our collaborative work environment that celebrates diversity in people and
ideas.

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 DIFFERENTIATION
Differentiation is the process of distinguishing a product or offering from others, to make it more attractive
from others, to make it more attractive to a particular target market. This involves differentiating it from
competitor’s products as well as firm’s own product offerings. Differentiation can be a source of competitive
advantage. Although research in a niche market may result in changing a product in order to improve
differentiation, the change themselves are not differentiation. Marketing or product differentiation is the process of
describing the differences between products or services, on the resulting list of differences. This is done in order to
demonstrate the unique aspects of a firm’s product and create a sense of value. The team unique selling proposition
refers to advertising to communicative a product’s differentiation.

KHAADI:
Khaadi uses variety of differentiation techniques to differentiate itself.

PRODUCT DIFFERENTIATION:
Khaadi differentiates its products from other competing brands by offering thousands of styles. New
and improved styles are introduced with better features, quality and designs.

 Quality: Its promises to provide the best quality products which have a high performance
and conformance stuff.
 Durability: They aim to provide long lasting products.

SERVICES DIFFERENTIATION:

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  Trained Sales force: Khaadi’s sales force is the backbone of the firm. They are specialized personnel
and emphasize on maintain good relationships with customers. They are highly cooperative and aim to
benefit the customers.
 After sales support: Khaadi’s is customer caring. The firm has a great respect for their customer and has
a policy of not bargaining with its customers.

IMAGE DIFFERENTIATION:
Their already established good image maintains its bond with its customers.
The customers have become loyal to this brand and prefer Khaadi over other brands.

MARKET COVERAGE:
Khaadi’s aim is to expand its business as much as possible. They are the largest retailers of women outfit
in Pakistan currently present in 11 cities. This has helped them to differentiate themselves from others competing
brands.

1. Company value chain:

The process or activities by which a company adds value to an article, including production, marketing
and the provision of after-sales service.

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RAW MATERIAL:
2. Fabric:
 Cotton
 Lawn
 Chiffon
 Silk
 Karandi
 Khaddar
3. Accessories
 Button
 Laces
 Zipper
 Motifs
 Embroidery thread
 Needles

4. Labels, tags and packaging:

 Labels
 Tags
 Paper bags
 Tagging strings SALES AND MARKETING
Advertising

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 Print media
OPERATIONS:
1. Production:
 Stitching
 Weaving
 Dying
 Pressing
 Designing
2. Equipment maintenance:
 Servicing
 Repair
3. Quality assurance
 Internal Quality Control Measures
 Process evaluation
 Monitoring

DISTRIBUTION:
 Delivery vehicle operations

COMPANY CHAIN VALUE

Product R&D,Technology
Page 15 and systematic
development
 Computer assisted desiging Enterprise Resource planning system

Human Resource Managemnet cost : 20%

COMPANY
Direct labor CHAIN VALUE
Recruitment and training

General administration cost : 16 %

MANUFACTURING EXPENSES

Office administration Rent Travelling ADMINISTRATIVE EXPENSES

NON PROFIT MARGIN

communication TAXES

MARKETING EXPENSES

OPERATIONAL COST

DIRECT MATERIAL COST

DIRECT LABOR COST

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PROJECT PORTFOLIO MATRIX

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 PROBLEM AREAS:

PROBLEM AREA: VISION REASON

 Khaadi ventured into a different direction of fashion forward style rather on focusing on initial visions
 The clothing and style do not reflect the philosophy on the brand

PROBLEM AREA: INCENTIVES

 Significant gap in the market to create highly fashionable home textiles from hand woven fabrics;

REASONS:
 Khaadi has been quite successful in capturing new fashion trends which make it a mature company in
identifying new opportunities or incentives
 Fashion trends in the home textile area tend to move slower

PROBLEM AREA: HUMAN RESOURCE REASON

 Khaadi lacks trained sales representatives

 Store representatives have very little or no knowledge about the texture of the fabric on display

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 SWOT ANALYSIS
A tool that identifies the strengths, weaknesses, opportunities and threats of an organization.
Specifically, SWOT is a Basic, straightforward model that assess what an organization can and cannot do as
well as its potential opportunities and threats. This method of SWOT analysis is to take the information from
an environmental analysis and separate it into internal (strengths and weakness) and external issues

(opportunities and threats). Once this is completed, SWOT analysis determines what may assist the firm in
accomplishing its objectives, and what obstacles must be overcome or minimized o achieve desired results.

 Strengths: Characteristics of the business or project that give it an advantage over others.

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  Weaknesses: Characteristics that place the team at a disadvantage relative o others
 Opportunities : elements that the project could exploit to its advantage
 Threats: elements in the environment that could cause trouble for the business or project

KHAADI
STRENGTHS:
Khaadi’s strengths are:

 Design
 Readily acceptable
 Brand image
 Versatility
 International venture
 Market knowledge

WEAKNESSES:
Khaadi’s weaknesses are:

 Expensive
 Limited stocks
 Labor intensive
 Lack of Promotion

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OPPORTUNITIES:
Khaadi’s opportunities are:

 Awareness of brands and designing in youth

 Business expansion Domestic
 Business expansion overseas
 Readymade items demand

THREATS:
Khaadi’s Threats are:

 Competition
 Government Policies

 Increasing cost

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 PEST ANALYSIS

PEST is an acronym for political, economic, social and technological. A PEST Analysis looks at how external
factors can affect a business’s activities and performance.

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 POLITICAL FACTORS are basically to what degree the government intervenes in the
economy. Specifically, political factors include areas such as tax policy, labor law, environmental law, trade
restrictions, tariffs, and political stability. Political factors may include goods and services which
government wants to provide or be provided (merit goods) and those that the government does not want to
be provided (demerit goods or merit bads). Furthermore, government has great influence on the health,
education, and infrastructure of a nation.
 ECONOMIC FACTORS include economic growth, interest have major, exchange rates and the
inflation rate. These factors have major impacts on how businesses operate and make decisions. For example
Exchange rates affect the costs of exporting goods and the supply and price of imported goods in an
economy.
 SOCIAL FACTORS include the cultural aspects and include health consciousness, age
distribution, population growth rate, career attitudes and emphasis on safety. Trends in social factors affect
the demand for a company’s products and how that company operates. For Example, an aging population
may imply a smaller and less-willing workforce (thus increasing the cost of labor). Furthermore, companies
may change various management strategies to adapt to these social trends (such as recruiting older workers).
 TECHNOLOGICAL FACTORS include technological aspects such as R&D activity,
automation, technology incentives and the rate of technology change. They can determine barriers to entry,
minimum efficient production level and influence outsourcing decision. Furthermore, technological shifts
can affect costs, quality, and lead to innovation.

KHAADI
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 POLITICAL FACTORS:
 Tax Policy
 Patent laws
 Import export regulation
 Industrial Policy of government
 Labor Policy
 Law and order
 Political Situation
 ECONOMIC FACTORS:
 Disposable Income
 Propensity to spend
 Consumption factor
 Workers productivity factor
 Import export factor
 Global recession
 SOCIAL FACTORS
 Special interest groups
 Per capita income
 Location of business
 Attitude towards business
 Lifestyle
 Inner city environment

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 Average disposable income
 Buying habits
 Attitude towards savings
 Attitude towards quality
 Attitude towards customer services

 TECHNOLOGY FACTORS:
 Production level
 Outsourcing decisions
 Technology incentive
 Distribution
 And communication channels
 Rate of technological change

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 CUSTOMER VALUE CHAIN

Customer value chain analysis involves breaking down every step that contributes towards the end

satisfaction of the customer. A company can use such analysis to identify all the incidences when its

activities contribute towards this satisfaction. He Company can then improve its position in two ways:

improving existing incidences when it could play a contributory role. For example, a manufacturer could

takeover either a raw material supplier or distributor in order to extend its presence in the value chain. It

could also refine its manufacturing process to improve the quality of the goods.

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 COMPETITORS AND COMPETITIVE STRATEGIES:
VERTICAL INTEGRATION
it is an arrangement in which the supply chain of a company is owned by that company. Usually each member of
the supply chain produces a different product or (market-specific) service, and the products combine to satisfy a
common need.

Or

VERTICAL INTEGRATION
It describes a company's control over several or all of the production and/or distribution
steps involved in the creation of its product or service.

(Khaadi) Through Vertical Integrations

Khaadi again proves its distance from other designer labels by integrating
vertically. Where Deepak Perwani and Maria B. might buy cloth and then stitch
it, Khaadi actually creates its own cloth and gives them different cuts that are
simple and elegantly composed

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DIRECT COMPETITION:
 Junaid Jamshad
 Khaamta
 Sana Safinaz
 Zambeel

Other designers have also come up with similar concepts of handloom for example; Zambeel has its own hand
woven fabric line. More and more people are coming up with such ventures but this is only more favorable to
Khaadi as people notice the difference in value, superiority and excellence we are offering .Hence people come
back to Khaadi for more. An example like this is Zambeel which is a similar concept and the outlet is also located
near khaadi’s outlet at Zamzama; but there is no comparison between the sales of two.

The procedure of waving is very time consuming, which also includes a great deal ofprecision and
detail especially with natural fibers. Khaadi not only revived the handloom business and redefined Khaddar but is
also started off Naqshi; the technique which is revived from the Mughal era. Fabric of Naqshi is pure silk; either
soft organza silk depending upon the yarn being used

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Page 29
INDIRECT COMPETITION:
 Deepak Perwani
 Jazib by Monia Farooque
 Maria B.
 Hasan Shehreyar Yaseen
 Sonia Batla
 Nomi Ansari
 Local, cheap priced products by unknown manufactures

Variation, uniqueness and inimitability are the factors that form the essence of Khaadi. These days the
local markets are flooded with low quality and cheap priced Khaadi’s joras. These are the machine made, low
quality look-a-likes sold to people, deceiving them as these are neither handmade, nor do they provide variations in
designs.

Khaadi is planning that it was very important to have separate outlets for his products and that the working
area must be clearly defined. We want to bring all the weavers into work at one central location. Everybody who is
in the business is mostly operating out their own homes and designers and weavers also prefer to stick to their own
shops.

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 MARIA.B

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Page 32
Page 33
 Marketing Mix
The marketing mix is a business tool used in marketing and by marketing professionals. The marketing mix is
often crucial when determining a product or brand’s offer and is often synonymous with the:

FOUR PS:
 Product
 Price
 Promotion
 Place

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 DIFFERENTIATION AND POSITIONING

After a company has decided which market segment to enter, it must decide what positions it wants to occupy in
those segments. A product’s position is the place that the product occupies in consumer’s minds relative to its
competitors.

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Engage into more selling and promotional activities such as seasonal sales, discounts, advertising through billboard
and television etc. It can also seek a deal with a marketing agency so that our promotion and campaigns are taken
care of. We also hold fashion shows in order to promote more the Khaadi’s products and that would be to catch
more attention.

The company has a close look out for the new entrants in this market. To compete with them has to keep on
improvisation with time.

Dealing with the competition is based upon customer value analyses rather than choosing the weakness of
competitors and attacking them there. Since the scope is limited, a point may arise where there is nowhere else to
attack the competitor. In customer value analyses the major strength and weakness of the company revealed. In this
sort of analysis the company finds out about Major attribute of the customer value. Assess the quantitative
importance of the different attributes. Asses the company’s and competitor’s performance on the customer value
against their rated importance. Examine how customers in a specific segment rate the company’s performance
against the competitor.

DEFENCE STRATEGY

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The defense strategy of Khaadi is that of positioning. we are going to position ourselves in a way that provides us
with superior as well as unique outlook in the consumer’s mind. The flakes used by Khaadi complements its
positioning strategy as the center of attention is their unstitched material along with stitched kurti’s for both the
genders. In spite of the fact that Zambeel has a significant market share ,it applies flanks such as accessories
pertaining to women wear like sandals and purses, home- textile items such as bed-linens, table mats, floor mats
and other items albums, folders and note-book.

VALUE FOR MONEY

Thus it provides most advantageous value for money. In all Khaadi, gives value for the customers ‘money by
rendering style and uniqueness together.

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 KHAADI CLOTHING LINE

KHAADI CLOTHING LINE

Khaadi is one of the well-known names in the fashion industry of Pakistan. He has been part of the
industry from many years. It started in 1998 and after that there has been no turning back for this firm.

It now offers very good dresses for women, both in stitched and unstitched form, for men and boys also
offers excellent clothes. It also offers linen and other home textiles too. It has some sub brands like
Khaadi Khass and Khaadi Pret and now Khaadi Home. Khaadi clothing’s offered via different outlets that
Khaadi has in all over the country.

KHAADI SPRING/SUMMER COLLECTION

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Khaadi Spring/Summer Lawn Collection 2014 has been launched and dresses are available in all leading
stores. you can also purchase favorite lawn print from Khaadi online store. This spring summer lawn
collection 2014 has sophisticated printed lawn dresses in cool and smart colors. Full sleeve, half sleeve
and sleeveless sensational dresses will luminous your personality and make you feel glorious

KHAADI WINTER COLLECTION

The brand has released brand new collection. It features Khaadi Cotton Poly Viscose and Khaddar suits
for winter 2015 season. It’s the first collection for winter – the brand has earlier released 2 volumes of
Cambric collection. As for prices, these unstitched suits start from PK Rs. 1,500 and go as high as PK Rs.
6,000. There are 2-piece as well.

KHAADI HOME: PRACTICAL, COLORFUL,

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 AFFORDABLE

Khaadi fanatics were over the moon when it launched Khaadi Home as each and every accessory speaks
volumes. You would pleasantly be reminded of colors when step inside the shop. Khaadi signature home
furnishing line fuses east and west patterns to create something creative yet lovable. They keep limited
numbers of sofas, benches and ottoman furniture pieces. Except for furniture, they have bed sheets,
duvets, cushion covers and accessories. Keep everything under “limited stock” approach might irk
consumer if they don’t get what they want. Creative director Khaadi Home says “Because the numbers
are quite less, they’ll keep changing. So, you can build your own collection”.
 

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Page 41
Page 42
KHAADI FABRICS

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KHAADI GARMENTS

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Page 45
KHAADI MEN/WOMEN

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 KHAADI MEN

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 FOR MEN
Khaadi prepared shalwar kurta kameez, hoodies, T-shirts and pants shirts for young boys.

KHAADI MEN

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Page 49
 FOR WOMEN
 New Arrivals
 Unstitched
 Winter
 Prêt
 Eastern
 Western
 Lowers
 Khaas
 Eastern
 Western
 Accessories
 Scarves
 Shawls
 Jewelry
 Notebooks
 Sunglasses

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KHAADI WOMEN

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KHAADI SUMMER

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Page 53
Page 54
Page 55
KHAADI KHAA

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Page 57
KHAADI EID

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Page 59
A

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Page 61
KHAADI WINTER

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Page 63
KHAADI PRET WEAR

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Page 65
NEW COLLECTION

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Page 67
Page 68
 KHAADI KIDS
FOR KIDS

BOYS
 Hoodies
 Kutras
 T-Shirts
 Pants

GIRLS
 Formals
 Dresses
 Sweatshirts
 Kurt’s
 Tights
 Pants

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Page 70
 KHAADI
MINNIE
MINORS

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Page 72
Page 73
KHAADI HOME
ACCESSORIES
HOME ASSESSORIES
SESSION

 Bedroom
 Bed Sheets
 Bed Covers
 Duvet Covers
 Cushion Covers

 Dining Room
 Tableware
 Crockery

 Bath Accessories

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Page 75
KHAADI INTERIOR

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KHAADI FURNITURE

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Page 78
 PRICE
Khaadi Short and Long Winter Shirts

Price of the short shirt is rs.2250 whereas price of the long shirt is rs.4500.
These shirts are available in pret ‘eastern’ wear designs range at the Khaadi
shops.

Pattern Printed Khaadi Stitched Shirts for

Girls

Clothing Brand Khaadi Stitched Shirts Fabric Quality Satisfies Available in

New Collection. Price of the stitched shirts in display is rs.3200 each

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Khaadi Casual Dresses: Short Shirts in Bright
Hues

These short shirt is being featured by Pakistani fashion model Abeer. Short
khaddar shirts are in winter fashion trends too. Price of the short shirts in display is
rs.2250 each

Khaadi Short Printed Shirts Fashion in Pakistan

Embroidered Cotton Shirt 1.5m, Printed Cotton Shirt 2.5m, Cotton Shalwar 2.5m, Chiffon
Dupatta 2.5m, Size: 4 Pcs, Color: Black Cotton in winter fashion trends. Price of the dress
design in display is rs.6500

Khaadi winter collection 2015 and 2016 is available at several stores in Pakistan and
outside Pakistan such as Muslim Commercial Bank, Zamzama, Karachi, Royal
Apartments Karachi, Park Tower, Karachi, Dolmen Mall Hyderi Karachi, Dolmen Mall
Tariq Road, Karachi, M.M Alam Road, Mini Market Lahore, Defence Phase III, Y Block,

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Lahore, Mount View Plaza, Do Burj Shopping Mall, Jaranwala Road, Lahore, Islamabad, Rawalpindi, Faisalabad
and many other cities in Pakistan.

Khaadi is leading the Pakistani fashion clothing with all its peeks by offering its best winter collection for 2014
ever. It’s a mix match of eastern and western looks and several new experiment that are highly appreciated by
Pakistani, Khaddi done it much professionally by shaping all their outfits in a very different ways such as color,
neck corners, backs lows, tops sleeves and other significant part of an outfit. Let’s go for knowing Khaddi winter
collection prices in Pakistan.

Khaadi winter collection 2014-2015 contains the everyday dresses with easy wear with the soft touch of colors and
patterns on them. The corner and borders got some different colors and textures in order to high light the core
designs of the outfits.

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Page 82
 PLACE
Place in the marketing mix refers to the channel, or the route, through which goods move from the
source to the final user.

KHAADI OUTLETS
This SHOWS that the suppliers that Khaadi choose are well reputed and they know how to keep the customers
satisfied and to deliver quality products to them. According to CEO of KHAADI:

All the outlets of khaadi are well furnished and

well equiped as it can be seen in the pictures
provided here

Eye catching colors are used in the outlets to provide customers a

complete brand experience and havin customer loyalty in return
and new outlets are opened timely in the areas having more
demand of Khaadi.

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LAHORE
 GULBERG
 MALL OF LAHORE
 DEFENCE
 HKB,LIBERT
Y
 MALLI

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KARACHI
 Zamzama
 KDA
 Park tower
 Dolmen mall, Hyderi
 Dolmen mall, Tariq road

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ISLAMABAD
F–6

F – 10

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FAISLABAD
 DOBURJ MALL

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MULTAN
 UNITED MALL

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RAWALPINDI
 ADAMRE ROAD

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Page 90
HYDERABAD
 RAILWAY COOPERATIVE SOCIETY

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SIALKOT
 V MALL 15 DIV WELFARE COMPLEX

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PESHAWAR
 MAIN UNIVERSITY ROAD

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MIRPUR
 QURESHI PLAZA SECTOR F – 1

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Awards

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 2005, Design Excellence Award:

Institute of Architects Pakistan

Unilever Head Office Karachi

2012, Design Excellence Award:

Institute of Architects Pakistan

Khaadi Factory.

2009, Design Excellence Award:

Institute of Architects Pakistan

Textile Institute of Pakistan

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 PROMOTION
Promotion is the process of communication between the company that sells the
product and the potential customer, with the purpose of influencing the attitudes
and behavior.

Promotion
Khaadi works on promotion by social networks like twitter, Facebook.
They promote as well by advertising of seasonal sales either by pamphlets or by
posting on social website, their official website as well as through advertising in
daily news paper customer generated. Khaadi basically uses marketing to promote itself by positive word of mouth.

Promotion Mix
The promotion mix is one out of four basic instruments of marketing that has the purpose to inform about
instruments of marketing mix and to contribute to sales increase on the long term.The promotion mix always serves
a specific goal .This goals can be public informing, demand increasing or sales stabilizing .The promotion mix
represents a combination of different promotional tool. The basic elements of promotional mix are following :

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 ADVERTISING
Different types of advertising are

a. Online advertising
b. Press advertising
c. Billboard advertising
d. Mobile billboard advertising
e. In-store advertising
f. Street advertising

Why advertise?
 The objective of advertising is to increase the profit of khaadi by increasing your sales.
 Advertising aims to:
 Make the khaadi business and product name familiar to the public.
 Create goodwill and build a favorable image.
 Educate and inform the public about khaadi products.

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 BETTER QUALITY
"We started getting feedback from day one. We were stocked out in two weeks and we had to shut down the
store." (Shamoon Sultan. CEO of khaadi)

I think the quality of fabric is probably the same across the board for the major brands. As a company we never
compromise on quality to cut costs but because we are not a 100% integrated unit, there are certain restrictions. But
we have created a lab to test every fabric for colour fastness, tearing, etc., before using it and we are enhancing it
every year.

I want to have the best lab in Pakistan and we will be spending even more on that this year so that quality control
can become even better. We want to create an in-house quality assurance system that can be challenged anywhere
in the world. The real difference right now is our pricing strategy, the retail experience that we give and our design.

We also have some phenomenal human resources with us. I want to make Khaadi a multinational out of Pakistan
and I want to put in all the systems that any multinational would have – and it has to be run professionally. I think
we are going in the right direction and in a year or two we will be a retail company run completely by
professionals.

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 IN STORE ADVERTISING

Develop an advertising program

Marketing management must take for important
decision when developing an advertising program
that are

1. Setting advertising Objectives

2. Setting advertising Budget
3. Setting advertising Strategy
4. Evaluate the advertising campaigns

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 SETTING ADVERTISING BUDGET
After determining its advertising objectives, the marketer must set the advertising budget for each product and
market. How does accompany know if it is spending the right amount? Some important factor that should be
considered when setting the advertising budget are

 Stage in the product life cycle

 Market share
 Competition and clutter
 Product differencing

Khaadi’s
Khaadi’s company sets the budget in that way, when they
langue a new product they need a large advertising budget. When
there is a competition then more advertising budget as compare to
simple. When a brand closely resembles other brands in its product
class, more advertising and therefore budget is needed.

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 DEVELOPING ADVERTISING STRATEGY
Advertising strategy consist of two major elements

 Creating advertising messages

 Selecting advertising media

CREATING THE ADVERTISING MESSAGE

Khaadi’s
Khaadi’s point of you is just gain and hold attention, today’s advertising messages must be better planned , more
imaginative, more entertaining, and more rewarding to consumers. They create intentionally controversial ads to
break through the clutter and gain attention for there products. Khaadi’s mission statement is to provide quality
brand.

MESSAGE STRATEGY
The first step in creating effective advertising messages is to decide what general message will be communicated
to consumers –to plan a message strategy. People will react only if they believe that they will benefit from doing
so. Thus, developing message strategy begins with identifying customer benefits that can be used as advertising
appeals.

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Khaadi
Khaadi makes effective message to attract their customer, they create advertising appeals in that way that messages
will be distinctive and memorable. They develop a creative concept in order to make their message unique. The
creative concept may emerge as visualization, a phrase or a combination of two.

EVALUATING An ADVERTISING CAMPAIGN

The advertising program should evaluate the communication effects and the sales effects of advertising regularly.
After the ad is run the advertiser can measure how the ad affected consumer recall or product awareness,
knowledge and preference.

But what sales are cause by an ad that increases brand awareness by 20% and brand preference by 10%? The sales
effect of advertising are often harder to measure than communication effects. Sales are affected by many factors
besides advertising –such as product features, price and availability.

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 SALE PROMOTION
Sale promotion is any initiative undertaken by an organization to promote an increase in sales, usage or trial
of a product or service. It describes promotional methods using
special short-term techniques to persuade members of a target
market to respond or undertake certain activity. As a reward,
marketers offer something of value to those responding generally
in the form of lower cost of ownership for a purchased product or
the inclusion of additional value-added material.

Sale promotion are used by a wide range of organization in

both the consumer and business markets, though the frequency
and spending levels are much greater for consumer product
marketers.

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 SALE PROMOTION TOOLS
There are three basic promotion tools.

o Consumer promotions
o Trade promotions
o Business promotion

CONSUMER PROMOTION

Consumer promotion includes actions intended to

convince individuals to purchase a good or
service. A typical business will only offer a
consumer promotion like a reduce price, free
sample or bonus offer for a short period in order
to stimulate demand for and awareness of the
product being promoted.

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 OFFERING SALE:
Reduction in prices is offered to all customers
for a specified period of time without imposing
any condition .This sales promotion tool is
usually used to attract new customers. This tool can be used to increase sale in off-seasons that normally doesn’t
occur. Khaadi frequently adheres to this tool. There are seasonal sales to attract more and more and more
customers.

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TRADE PROMOTION
Trade promotion is a marketing campaign directed at wholesalers or retailers rather than at final
consumers .In a trade promotion, wholesalers and retailers are offered special price discounts, subsidized
or free display racks, or stands, gifts, or other incentives. So that may help to push their products
towards customers.

Khaadi:
Khaadi has its own manufacturing unit. It sells its product not only on its outlet but also on other outlets
such as HKB.

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NEW VARIETIES
Lawn Kurtas by khaadi:
New summer lawn prints (three and two pieces) will be launched nationwide.

Long kurta:
Long kurta designs for spring summer are now available at Khaadi shops in Lahore Karachi and Islamabad.

Long flowy, easy to wear, cotton fabric halter neck fashion dress designs at Khaadi. 

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 BUSINESS PROMOTIONS
Business promotions are by companies to generate business leads, stimulate purchases reward
customers, and motivate sale people. It includes many of the same tools used in consumer and trade
promotions.
Programs and events are organized by companies to promote their products and sales. This helps all
the channel members to interact with each other which benefit the company a lot.

Khaadi:
Khaadi frequently organizes such events to meet its customers so that it can get a good know how of
its brand in the eyes of its consumers. Furthermore consumers are also enlightened and delighted by
such events.

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 PERSONAL SELLING
It is the delivery of a specially designed message to a consumer by a seller, usually in the form of
face-to-face communication, personal correspondence of a personal telephone conversation. Unlike
advertising a personal sales message can be more specifically together to individual prospects and
easily altered .Two other forms or personal selling that are not used with high-end products are door-
to-door selling and home demonstration parties. These care products, food, and other items of
special interest to homemakers.

Khaadi:

Khaadi doesn’t adopt the strategy of personnel selling. Because it is a retail network and it is easy
for them to demonstrate and promote their products in their outlets. If customer need any type of
information regarding a product, their sale force is available to help them at the outlets.

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 DIRECT MARKETING
DIRECT MAIL MARKETING:
Direct mail marketing involves sending an offer announcement, reminder or other item to a person at a particular
address.

Khaadi
At the moment khaadi is not adopting this avenue of direct marketing as they have a huge clientele and would be
difficult for them to start using this medium of marketing. At the moment, one of their weaknesses is maintaini8ng
a database of their customer. We suggest that they should start to maintain a computerized database of their
existing clientele and their future customers as data is one of the most vital ingredients of any form of marketing
campaign.

CATALOG MARKETING
Catalog marketing is a sales technique used by businesses to group many items together in a printed piece or an
online store, hoping to sell at least one item to the recipient. Consumers buy directly from the catalog sender by
phone, return envelope or online using information in the catalog. Some catalog marketers act as intermediaries
between consumers and manufacturers, while businesses with more than a few items create their own catalogs.

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PRINT CATALOGS
A print catalog usually consists of a cover that announces what type of items the piece contains, followed by the
items. Some catalogs feature a single product category, such as clothing, while others include a diverse collection
of goods. The catalogs contain photos and descriptions of the items, as well as prices and ordering information.
Some come with order forms and return envelopes with prepaid postage. Others require shoppers to order by
phone. Catalog marketers use targeted mailing lists to increase sales and decrease the printing and mailing costs
associated with waste circulation. Some print catalogs are included with items shipped to online buyers to generate
additional sales.

ONLINE CATALOGS
To save on the cost of printing and mailing and to allow retailers to update prices, products and promotions more
quickly, some business put their products in an online catalog. The products are grouped and displayed in a similar
fashion to a print catalog, but consumers can sort items by price, category, manufacturer or other criteria. These
catalogs allow shoppers to purchase immediately, using a virtual shopping cart and an electronic payment method.

ONLINE MARKETING
Internet marketing, or online marketing, refers to advertising and marketing efforts that use the Web and email to
drive direct sales via electronic commerce, in addition to sales leads from sites or emails. Internet marketing and

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 online advertising efforts are typically used in conjunction with traditional types of
advertising like radio, television, newspapers and magazines.

Khaadi
Due to the brand having such an extensive clientele this form of direct marketing
would be difficult for them and often customers are not comfortable getting calls from
such brands. We would suggest them to adopt the medium of sms marketing.

TELEPHONE MARKETING
KHAADI uses telephone marketing to communicate with their customers. Any firm that sells
direct usually handles enquiries, gives quotes and takes orders over the phone. Small firms
that target business customers can use the telephone to call sales leads, give quotes and
arrange appointments

ONLINE MARKETING
Online marketing is when a company effort to market products and services and build customer relationship over
the internet. Online marketing is the fastest growing form of direct marketing. Recent technological advances have
created a digital age. Widespread use of internet and other powerful new technologies are having a dramatic effect
on both buyer and marketer who serve them.

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Much of world business today is carried out over digital networks that connect people and companies. Internet a
vast public web of computer networks connect users of all type around the world to each other and to on amazingly
large information repository. Worldwide, some 750 million people now have internet access. The web has
fundamentally has changes customer’s notion of convenience, speed, price product information and service. The
amazing success of early click only companies – the so called dot-Com such as amazon.com , eBay, Expedia and
hundred others - caused existing brick -and – mortar manufacturers and retailers to reexamine how they served
their market. Now almost all the traditional companies have set up their own online sales and communication
channels, becoming click – and – mortar companies. It’s hard to find a company today that does not have a
substantial Web Presence.

Khaadi
Due to brand having such an extensive clientele this form of direct marketing would be difficult for them and often
customers are not comfortable getting calls from such brands. We would suggest them to adopt the medium of
SMS marketing.

CLICK ONLY COMPANIES

They have come in many shapes and sizes. They include e-trailers, dot-com that sell products and they services
directly to final buyers via the internet. The click only group also includes search engine and portals such as
Yahoo! Google and MSN, which began as search engines and later on added other services hopping to become the
first port of entry to the internet.

CLICK AND MORTAR COMPANIES

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 As the internet grew, established brick and mortar companies realized that, to
compete with online competitors they had to go online themselves. Thus many
brick and mortar companies are now prospering as click and mortar companies.

Khaadi
Khaadi is a click and mortar company example, khaadi launched its online
presence by launching their website.

Setting up an online presence

In the modern day and age companies need to consider moving online companies
can conduct online marketing by creating a website , placing ads and promotions
online , setting up or participating in web communities or using email.

WEBSITES
For most companies the first step in conducting online marketing is to create a website. However, beyond simply
creating a website, marketer must design an attractive site and find ways to get consumers to visit the websites stay
and come back often.

Corporate website
A website design to build customer goodwill and to supplement other sales channels; rather than to sell company’s
products directly.

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MARKETING WEBSITES
A website that engage consumers in interactions that will move them closer to a direct purchase or other marketing
outcome.

Khaadi
Khaadi launched their web presence by coming up their website. The gave it a corporate and colorful touch, also
showing their product line.

WEB COMMUNITY
Websites upon which members can congregate online and exchange views on issue of
common interest. The big four web communities are comprised of Facebook, twitter,
LinkedIn and YouTube the key advantage of this medium is that users and consumer
can give valuable feedback to the brand. The brand has the ability to talk to its target
audience.

Khaadi Feedback
Khaadi has established a web community, their Facebook page by the name of
“khaadi”. They have a very big population on their page more than 600000 fans

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which make any content they disseminate go viral. The page is actively monitored and their product range is
displayed in form of images to the consumers. However the page lacks good applications

SUMM
ARY
THE GOODS: Intricate designs and skillfully embroidered fabrics are what you would get at khaadi. Add to it
an array of colors and hint of modern design and you have the perfect attire for all occasions.

THE BAD: The price range makes it difficult for everyone to shop at khaadi and
therefore, it caters to only a certain class of people who can afford to spend thousands of
rupees.

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THE BOTTOM LINE: Khaadi is not just a store for hand woven fabrics but a stepping stone in the revival
of our long lost traditions. Prices might be a bit high but what khaadi has to offer is unique and exclusive.
Therefore in my point of view it’s ok to pamper yourself every now and then by shopping at khaadi because it’s
only place where you will find a fusion of tradition and modernism.

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