Principles of Marketing Project

(By Dr. Rukhsana Gul)

Imran Umar Abbasi

Jawad Hussain Khokhar

Dileep Kumar Padwani

 Khaadi
Background:
Established in 1998 by Founder & Chief
Executive Officer, Shamoon Sultan, Khaadi is a
leading fashion retailer offering compelling
home and clothing, shoes and accessories,
fragrances, skin and hair care solutions for
women and children. Khaadi pioneers new
traditions in fashion with an innovative
approach inspired by global fusion; a
contemporary and fashion-focused context.
This ethos manifests itself within all Khaadi’s
designs and brands.

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, Khaadi adopts a global outlook for
capturing market trends and combines the exceptional beauty of East and West.

History and operations:

The first store was opened in Karachi's Zamzama in 1999.[1]
Khaadi then expands to multi-stores with in two years of its inception and introduced wide
range of product lines.[2] Leading architecture firm ASA served as the interior designer
for Khaadi stores at Pakistan, UK and UAE until 2017.[3] 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.[4]
In 2010, Khaadi expanded internationally by opening stores in the UAE first in Dubai and later
in Abu Dhabi. In 2013 store launches were planned for the UK.[5] In 2014, Khaadi opened a
1,630 sq ft store in Bull Ring, Birmingham at Bull Ring shopping centre and other locations
include Westfield London and Westfield Stratford City, Birmingham, UK.[6] Company also
opened a store in Highcross Leicester, UK in September 2015.[7][8] A 22,000-square-feet
of Khaadi store was opened in September 2015 at Karachi’s Dolmen Mall Clifton.[9]
Khaadi have built more than 40 stores in Pakistan as well as stores in United Arab
Emirates and United Kingdom.[10]
In 2017, Nasir Mansoor, a respected figure in labour rights circles and the deputy general
secretary at the National Trade Union Federation in Pakistan, rejected a defensive statement
issued by Khaadi HQ in response to accusations by Khaadi factory workers that the clothing
company had abused a multitude of workers rights ranging from not providing workers official
written appointment letters to
In 2017, Nasir Mansoor, a respected figure in labour rights circles and the deputy general
secretary at the National Trade Union Federation in Pakistan, rejected a defensive statement
issued by Khaadi HQ in response to accusations by Khaadi factory workers that the clothing
company had abused a multitude of workers rights ranging from not providing workers official
written appointment letters to not issuing mandatory SSI (Social Security Institution) deposits,
thereby compromising employee job security and well-being.

Khaadi
Trade name Khaadi

Type Private

Industry Retail

Genre Clothing

Founded Dec 13, 1998 (19 years ago)

Founder Shamoon Sultan

Headquarters Pakistan

Numbers of Locations 45 Stores( 2017)

Area Served Asia, Europe, Australia, America, North America and Middle East

Key People Shamoon Sultan (Founder, CEO)

Products Textile, Apparel

Website www.khaadi.com

Objectives:
Customer’s expectations should be fulfilled.
Responsibility to local and International community.
Experiment with new ideas.
Provide component and ethical management.
Constantly strive to reduce our costs.
Business must make a sound profit.

Four P’s of Khaadi:

Product
Price
Place
Promotions

Products:
Variety of men and women clothes
Variety of kids’ clothes
Accessories
Home Accessories

Place:
First outlet was opened at “Zamzama Shopping Mall Karachi” and then in different other cities;
Khaadi has international outlets in Canada, UAE and USA.
Retail shops are opened in at;
Lahore Faisalabad Gujrat
Karachi Sialkot Hyderabad
Rawalpindi Peshawar Rahim Yar Khan
Islamabad Gujranwala Multan

Price:
 Based on the quality of products.
 Based on the season
 Based on the offer Freebies.

Promotion:
STP :

Segmentation:
Geographic Segmentation
Demographic Segmentation
Psychographic Segmentation
Behavioral Segmentation

Targeting:
Positioning:

Conclusion:
Khaadi will keep improving every year.
More emphasis on design studio.
Experiment and focus on skills.
Keep exploring the palette.