UKEssays. (November 2018). Plan For Burger King In Pakistan Marketing Essay. Retrieved from https://www.ukessays.com/essays/marketing/plan-for-burger-king-in-pakistan-marketing-essay.php?vref=1
3. Brand: Khaadi
● Khaadi was established in 1998 by Shamoon Sultan.
● Khaadi is leading fashion retailer offering compelling home and clothing, shoes and accessories,
fragrances, skin and hair care solutions for women and children.
● With an unparalleled retail network; currently holding over 480,000 square feet of exquisitely
designed and well spread out brick-and-mortar stores; 52 in Pakistan and 21 in UK, UAE, Qatar,
and Bahrain.
● It currently operates 46 stores, in 17 cities across Pakistan and 17 stores across UK and the
GCC, offering a wide range of products from apparel for women, men and kids to home textiles,
in both printed and hand-woven fabrics.
● In 2010, Khaadi expanded internationally by opening stores in the UAE first in Dubai and later
in Abu Dhabi
4. Cont.
● In 2013 store launches were planned for the UK.
● In 2014, Khaadi opened a 1,630 sq ft store in Bull Ring, Birmingham at Bull Ring shopping
center and other locations include Westfield London and Westfield Stratford City,
Birmingham, UK.
● Company also opened a store in Highcross Leicester, UK in September 2015.
● A 22,000-square-feet of Khaadi store was opened in September 2015 at Karachi’s Dolmen
Mall Clifton
● Khaadi have built more than 40 stores in Pakistan as well as stores in United Arab Emirates
and United Kingdom.
5. KHAADI
OBJECTIVES !
Khaadi aims to expand further,
and faster, with a focus on large-
scale retail stores. We are
simultaneously streamlining our
operations and pushing the limits
of design innovation…
6. KHAADI PORTFOLIO
● Genre: Clothing
● Industry: Consumer Goods
● Age: 22 years founded in December 13, 1998
● Meaning: Khaadi means ‘’HAND-WOVEN’’
● Type: private
● No. of locations: 50 outlets (2020) and more going on
● Type: Private
● Industry :Retail Genre Clothing
● Founder: Shamoon Sultan
7. Cont.
● Founder: Shamoon Sultan
● Headquarters: Pakistan
● Area served: Asia, Europe, Australia, America, Northern
America and Middle East
● Key people: Shamoon Sultan (Founder & CEO)
● Products: Textiles, Apparel, Women Collection , Man
Collection , Kids Collection , Unstiched clothes ,
Bottoms , Khaas , Footwear , Shawls , Handbags ,
Jewelry , Scarves , Notebook , Tank Tops
● Trading name: Khaadi
8. Cont.
● Native name: کھاڑی
● Industry: Consumer Goods
● Khaadi first opened its doors:1998 in Karachi
● Khaadi has introduced 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 entered into the
international arena by exporting to various regions
● Khaadi Online store launched in Pakistan: 2014
9. KHAADI MISSION,
VISION & VALUES
Mission Statement
To establish stores with global footprint
Vision Statement
To revive the ancient craft of the
handloom, reinterpreting it within a
more contemporary and fashion
focused context, to suit the high
street.
Values
Ethics
Social responsibility
Commitment
Sustainability
10. KHAADI CONCEPT
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 entered into the international arena by exporting to various regions.
The online store was launched in Pakistan in 2014 and Khaadi will look to open its digital
doors to various countries going forward.
11. KHAADI PURPOSE
A purpose of Khaadi was to change the
trend by introducing Pret. It is expert in
“hand-woven” technique products. Khaadi
took initiative with retailing the hand
loomed fabric. Khaadi defines its lines as
Concepts and initially had Prêt (Ready-to
Wear), Unstitched (Fabric) and Man
(Eastern Wear).
12. Brand story by
brand CEO
Khaadi aims to expand further,
and faster, with a focus on
large-scale retail stores. They
are simultaneously streamlining
the operations and pushing the
limits of design innovation. By
hiring creative individuals with a
desire to learn and the
readiness to take on challenges,
we know we’ll continue on this
growth trajectory to create our
global presence...
13. Final Words by CEO
“I think I just did the right thing at the
right time!” “When I set up Khaadi, I
thought I would be out of business in
six months and have to go crawling
back to my father, and beg him for a
job!” he says. “My teachers never
thought I’d come this far and I myself
never imagined the concept would
take off like it did.”
14. Representation
Khaadi tries to reflect itself as an approachable
brand which provides a diverse range of all
handcrafted products under one roof, in a very
simple yet traditional atmosphere.
The communication of the brand over the years has
also been very traditional, the TV commercials that
are being telecasted on Doordarshan still portrays
Khaadi as a traditional brand which keeps in mind
the sustainability factor
15. KHAADI PROCESS
Khaadi process is a process of designing the beautiful textile collection.its designs
came from research and development from where research is held and designs are
made with style and designs are approved and then go to suppliers .where
disturbution is held at their custom brand branches. and marketing is made for
promoting their brand through billboards,ads,tvc,social media and mall banners after
making such efforts revenue is generated through targeted customers.
16. KHAADI 4PS
HOUSE OF
KHAADI
PRODUCTS
• Women Collection
• Man Collection
• Kids Collection
• Unstiched clothes
• Bottoms
• Khaas
• Footwear
• Shawls
• Handbags
• Jewelry
• Scarves
• Notebook
• Tank Tops
17. Place In Pakistan
Khaadi has one of the largest retail store chains in Pakistan and
also catering the requisites of customers across Pakistan.
Khaadi has its outlets in Canada, UAE and USA. The head office of
Khaadi situated in Karachi and the retail shops are opened at
Lahore, Karachi, Rawalpindi, Islamabad, Peshawar, Faisalabad,
Gujranwala, Sialkot, Gujrat, Hyderabad, Rahim Yar Khan, Multan
and so on.
The featured places in Pakistan where the stores are famous and
most visited are PWD Islamabad, Packages Mall, Emporium Mall,
Atrium Mall, Builders Mall, Centaurus Mall, F-10 Markaz
Islamabad, Giga Mall, Gulberg Franchises, MM Alam Road store
and Zamzama outlet.
18. In 2010, Khaadi entered into the international arena
by exporting to various regions. The online store was
launched in Pakistan in 2014 and Khaadi will look to
open its digital doors to various countries going
forward. : Concepts – such as visual merchandising
(the use of attractive, seasonal themed shop windows
to attract potential customers), creating attractive,
colour coordinated store displays to catch the
customer’s eye and using smaller aisles to
continually engage the shopper’s interest (all in line
with international practices) are being adopted by
khaadi to stand out from the competition
PROMOTION OF KHAADI
19. PRICE OF KHAADI
● Based on quality of products
● High products with high price
● Based on the seasons, events and festivals
● Based on the offer freebies
● starting from 1500 to 10;000
● Based on discounts,sales and codes and website discounts
● Based on online shopping
● Pricing strategy
● Price is important but at the moment it is not a major factor for Khaadi. Even if it were to start
retailing an unstitched suit for Rs 2,500 and a women’s kurti for Rs 300, people would still go
for the former. It’s very important to match the prices in such competitive market. It is about
making things affordable for everyone
20. • KHAADI TARGET MARKET
Mostly Womens and girls(12-55)
National and international market
Men and kids
Upper and middle classes (depend upon their budget)
Westerners
22. Khaadi
Competitors
Khaadi is an online marketplace that enables users to buy
khaadi khaas including long kurta, short tops, tights and
other related clothes. Khaadi is a Private company.
Shamoon Sultan is the Founder of Khaadi and has an
approval rating of 87 from Owler members. Khaadi's top
competitor is Motifz, led by Hasan Ahmed Khan, who is
their CEO.
Khaadi has 467 followers on Owler.
The top 10 competitors in Khaadi's competitive set are
Motifz, Sana Safinaz, Junaid Jamshed, Alkaram Textile
Mills, Gulahmed Textile Mills, Warda Designer Collection
[official], Chinyere, Chen One - L L C - Abu Dhabi Branch,
Amir Adnan and Gul Ahmed.
23. Demographic
Today, khaadi has outlets in regions where most fashion boutiques don’t venture; Mandi Bahauddin and
Mirpur, for instance. Do the stores in smaller cities manage to make ends meet? “A lot of them do very
well,” There is a definite demand in smaller regions but it’s just that many retailers haven’t realized it yet. It
doesn’t believe in attractive stores in urban centres and dingy store-rooms in other parts of the country.
Stores all over have similar interiors. However, they do modulate their stock. In bigger cities, prêt sells very
well while in smaller regions, the demand for
unstitched fabric is huge. “Very well while in smaller regions, the demand for unstitched fabric is huge.”
24. Psychological impact:
Khaadi, is one of the leading lawn brands of Pakistan who
do not need a celebrity face from across the border for the
promotion of their brand. They have 40 outlets with in the
country and areas served outside country are ASIA, Europe,
Australia, Northern America and Middle East. It’s the prove
of customer satisfaction and brand loyalty of customers
with Khaadi that it has won Best Achievement in Fashion
Design
– Prѐt award several times in Lux Style Awards.
27. Brand Equity
● Khaadi has an edge over its substitutes and popular
among customers. The ready to wear market has real
potential and customers, despite having at least 15 to
20 good brands to choose from, are eager for more
options. However, khaadi succeeded in creating an
individual identity for themselves instead of just
following the market leaders. It offers such suits that
whenever there is any occasion and anyone can get a
new dress just going to Khaadi for its unstitched or
even stitched collection.
28. Brand Positioning:
The main source of pleasure
for users of Khaadi is that it
offers suits at reasonable
prices. It offers such suits that
whenever there is any
occasion and anyone can get
a new dress just going to
Khaadi for its unstitched or
even stitched collection. Price
is nominal and everyone get
appreciation from customers
when wearing it.
Different style and prints of this brand
provide grace in the clothes. Moreover,
colors and updated prints make people
looking up to dated and the style makes it
unique over others.
Khaadi affected emotional state of
people because it is a feeling of
satisfaction that everybody knows if
some has worn branded clothes. It
provides greater satisfaction and
confidence to the people.
Pleasure and
Brand Value:
Beauty and Brand Value
Emotion and
Brand Value:
29. BRAND PROMISE
Khaadi first opened its
doors in 1998 in Karachi,
Pakistan offering customers
Kurtis and loose fabric made
from hand-woven fabric.
Khaadi, which means “hand-
woven” has stayed true to
its name andcontinues to
produce a blend of styles to
complement both the east
and west, while still using
hand-woven fabrics on
select products
30. Brand Association
For a long time Khaadi was associated with the
country’s freedom struggle and politics. The
fabric is known for its rugged texture,
comfortable feel. The name was there in ancient
times of Indus valley civilization and Mughal
Empire. The East India Company encouraged
cotton farming, and mill-produced fabrics
flooded Indian markets, thus, starting a
downward spiral for hand-woven khaddar.
Khaadi owes its revival to the Father of the Nation,
Mahatma Gandhi.at the time of Azadi (1947) Introduced
with the intention of boycotting foreign goods, Khaadi
became a national movement under Gandhi.
32. Khaadi Industry
Karachi
Khaadi Factory is located in the industrial hub of
Karachi amidst various manufacturing plants and low
income settlements. The factory stands as a refreshing
icon in an otherwise depressing, smoke filled
environment. Simple concrete structure accentuated
with earthy colors facilitates an atmosphere that is
calm, friendly and inviting.
The Factory has been designed around a concept of
wind tunnels and light wells that have been placed at
each level, beginning at the roof, in a step-like form,
allowing natural light and ventilation to filter down to
the lower floors. Natural light and greenery permeate
the work space on several intermittent levels.
33. WHERE ARE WE NOW? Khaadi is now a household name in Pakistan,
with 52 stores at almost every reach out
location and in all major malls across the
country. We employ over 1,500 people in
Pakistan. Today, we can proudly say Khaadi
was a game changer in the fast fashion
retailing landscape in Pakistan.
We are also the first Pakistani fashion retail
brand to establish a successful international
presence with stores in the United Arab
Emirates and United Kingdom. Our online
store has made it possible for customers
around the world to order Khaadi products
with the click of a button. And this is just the
beginning!
34. WHERE ARE WE GOING?
Our team at Khaadi is comprised of the most
talented and dedicated individuals and we have got
to where we are today.
And one thing is for certain, no matter what stage Khaadi moves
onto next, it will be led and supported by its richest resource: its
people. We trust and value our team, and in return, we reward and
nurture them.
35. Faizan Awan
Assistant manager in khaadi flagship
store.
About: He is working in khaadi since 2013
and now He is assistant manager at one of
its flagship store Centaurus Islamabad its
been a long full of fun & learning journey
36. Questionnaire
1. What is organizational structure of khadi?
2. What is the work environment and culture at khadi?
3. Do you have any negative opinions about your business? (weakness)
4. What external changes will bring you opportunities? (opportunities)
5. Is your brand name helping you to get finance easier? (opportunities)
6. Do your customers ask you for something that you don’t offer but could? (opportunities)/
khadicanteen, makeup accessories.
7. Is your website secure or do you have the risk of being hack? (threats)
8. Are the government regulations going to affect you? (threats)
9. Are your key staff members satisfied with their wages and other benefits? (threats)
10. Do you see a change in the consumer taste? (threats)
11. How do you manage different teams working under one roof?
12. What is your incentive plan for the employees?
37. Questionnaire
13. How do you work for the growth of the employees?
14. How do you motivate your employees?
15. Are there any change in motivational techniques given to every worker or do you use the same
method?
16. How did your brand become popular in the last few years?
17. What’s the reason behind you naming it khadi?
18. What type of growth do you foresee in the organization?
19. What are the objectives of khadi? / What are your strategies?
20. What’s the reason behind the success of your clothes?
21. What is the customer’s favourite fabric in khadi? / What’s the reason behind the popularity of your
silk/ cotton/ lawn fabric?
22. How do you promote your product other then advertisements?
23. What is your organization hierarchy?
24. What does your Management consist of?
38. Questionnaire
25. Sourcing of raw materials? / How do you source your raw materials?
26. What is your Competitor stance in the market?
27. Is khadi Privat limited or Public limited company? If Public limited then what is/ how is your
performance in the stock market? What are the reasons of khadi not being in the stock market? (if
not there in stock market)
28. What are your resources? (swot analysis strengths)
29. Which one of those resources is the most grounded? (strengths)
30. What makes you better than your competitors?
31. What areas do your competitors have an advantage on? (weaknesses)
32. What areas do you need improvement on? (weaknesses)
39. Conclusion
The conclusion is that Khaddi is a company starting with one khaddar and some workers .high
efforts and hard work are most essentials in shamoon life.He just started with career with his
father investment and one outlet designing with khaddar only..
The design achieved its main goal which is keeping authenticity of Pakistani culture which is
the core of Khaadi and add modern elements so it can branded and blended easily in any
country around the world and still be authentic yet up to date.
The design also took into consideration the marketing and how to reach to the customer
through their five senses: sight, hearing, tasting, touching, and smelling. The vibrant colors,
the feature elements and the way goods are displaying capture the shopper eyes and make
them feel they are walking in a festive colorful atmosphere. Displaying the items in a creative
reachable way: gives the shopper the chance to touch and feel the quality of the fabrics and
good, whether its women or home. The addition of Khaadi Café: offers a trip to the Pakistani ya
and delights tasting land. Music and Aroma is also part of this design; as suggested to the
marketing department to add a contemporary oriental music with a sound system that will
bring joyful and relaxing feeling to the shopping experience, and do add "bakhor or an oriental
fragrance yet to be light to mild aroma; taking into consideration that shoppers are
international and not only Pakistani.
40. CREDITS: This presentation template was
created by Slidesgo, including icons by
Flaticon, infographics & images by Freepik
Thanks!
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