Target Market:

Khaadi is targeting those customers who are more interested into READY TO WEAR clothes.
These consumers include mostly the working women. They are not only targeting working
women but also housewives by presenting their unstitched collection. They are also targeting
kids by offering kids collection for both boys and girls. Khaadi launches men’s collection twice
every year.

Khaadi is targeting

 Women who wants unstitched clothes

 Women who wants ready to wear clothes
 Men
 Kids (Girls and boys)

Differentiated Marketing:
Khaadi is using differentiated marketing technique because they are targeting specific segment
that have income group more than lower class in the society. They are offering the products that
can be afforded by upper class or middle class. Not everyone can afford their products.

Niche Marketing:
Khaadi has started its business by targeting only a niche that was working women but with the
passage of time they have entered many markets and captured a large market share.

Micro Marketing:
Khaadi has been doing individual marketing by sending text messages to their customers
regarding their new collections, their sales, their discount offers etc.

Market Segmentation:
Khaadi has segmented the market geographically, demographically and psychographically and
behaviorally. Khaadi is basically using Hybrid segmentation.

Demographic segmentation:
Khaadi has segmented the market demographically by offering different products to all age
groups. Khaadi is offering their collections to both genders male and female. Khaadi is
delivering High Quality products in High Price. So upper middle class and upper class can only
afford the products Khaadi is offering.

Geographic segmentation:
Khaadi’s outlets are in the major cities of Pakistan. It also has international presence in UK,
USA, Europe, and Dubai.
Psychographic segmentation:
In psychographic segmentation, market is segmented on the basis of social classes of the society
which is usually divided on the basis of income

Khaadi is targeting people who are interested in fashion and are always seeking new trends. They
are giving their customers a sentimental comfort zone.

Behavioral segmentation:
Khaadi is offering their products based on different occasions like weddings, birthday parties,
formal events, Eid functions etc. They have extended their product line to Khaadi home,
accessories and bags on the basis of loyalty and usage rate of their target audience.

Product Mix
Khaadi as a brand has not only grown tremendously but also diversified its product line over the
last few years. It now carries several ranges such as Khaadi-Apparel, Khaadi-Khaas, Khaadi-
Kids and Khaadi-Home.

Khaadi-Apparel
 Unstitched
o By campaign
 Festive Eid Collection
 Spring Collection
 Summer Collection
 Luxury Collection
o By Fabric
 Lawn
 Jacquard
 Schiffli
o By Category
 Two Piece
 Three Piece
 Ready To Wear
o Pret
 Basic Kurta
 Printed Kurta
 Kurta with Dupatta
 Kurta with Pants
 Full Suit
 Embroidered Kurta
o Khaas
  Semi Formals
o Bottoms
 Tights
 Pants
 Shalwar
o Western
 T shirts
 Tunics
 Pants
 Stoles
 Tops
 Kids
o Girls Eastern
 Kurta
 Pants
 Formal suits
o Girls Western
 Blouses
 Dresses
 Tights
 Pants
 Denim
 T shirt
 Jogger Pants
o Boys Eastern
 Kurta
 Waistcoat
o Boys Western
 T shirts
 Shirts
 Jogger Pants
 Polo Shirts
 Briefs
 Socks
o Essential Accessories
 Socks
 Home
o Bedroom
 Floor Runner
o Cushion Covers
  Digital Print
 Handwoven
o Dining Room
 Table Covers
 Placemats
 Hot plates
 Coasters
o Accessories
 Fillings
 Accessories
o Women
 Fragrances
 Dupattas
 Tank Tops
 Stoles
 Handbags
 Clutches
 Wallets
 Face masks
o Kids
 Hair Accessories
 Jewelry

Product Line width

 Unstitched
 Ready To Wear
 Kids
 Home
 Accessories

Product Line Depth

Unstitched

 By Campaign
 By Fabric
 By Category

Ready to Wear

 Pret
 Khaas
  Bottoms
 Western

Kids

 Girls Western
 Girls Eastern
 Boys Western
 Boys Eastern
 Essential Accessories

Home

 Bedroom
 Cushion Covers
 Dining Room
 Accessories

Accessories

 Women
 Kids

Product Line Length

 Unstitched 9
 Ready to Wear 15
 Kids 19
 Home 8
 Accessories 10

Product Life Cycle

Khaadi is at the MATURITY STAGE because of the other competitors that have entered in the
market. Now the apparel market has been saturated hence resulting in decrease in profits. Now
Khaadi has to spend a lot in making promotions in order to survive in this saturated market.
These expenses have reduced the overall profits but Khaadi is striving hard in order to secure its
place and market share in the market. The main strategy for an apparel brand to remain in the
market is changing the collection with the change in fashion trends and Khaadi is doing that.

Growth Stage:
Khaadi home is at growth stage. It was launched recently but due to good brand name of Khaadi,
Khaadi home didn’t take much time to enter in growth stage.