2. Javeria Shoaib
Jaweria Burhan
Adeeba Tanveer
Syed Jaffer Ali

3. • Designer clothes Store by
Shamoon Sultan.
• Khaadi means ‘hand woven’ in
Persian.
• Premium traditional clothes
brand.
• Its product line includes
men’s wear, women’s wear,
home textiles and
accessories.
• Khaadi has also introduced
another sub brand ‘Khaadi
Khaas’

4. No
Catalogue
Lack of interaction
with its target
audience Too
Expensive
No
Exhibitions
No
Promotional
activities
Basic Issues
Lack of
Promotion
&
Low Product
awareness
• Khaadi’s Brand Image is unfortunately
deteriorating for the past few years.

5. • Strengths
 Its specialty khaddar
 Its the only brand specializing
in hand woven clothes, home
textiles and accessories
 They have brought this
traditional fabric with an
exclusively stylish look.
 Khaadi has an international
outlet at Dubai.
 Its has biggest hand woven
factory in Pakistan.
Weaknesses
 Consumers‘ misconception
that its only a women’s
brand.
 Brand awareness is low
because of its lack of
advertising and Pr activities.
 Generic issues like
designs, catalogues and
exhibitions.
 Its comparatively

6. Opportunities
 Extending the product line
like they can have kid’s
section too.
 They can provide home
delivery service.
 Can have Khaadi Khaas
for men’s too.
 Improving its Pr through
events like Khaadi
experience and Khaadi
workshop.
Threats
Competitor’s strong
advertising.
Competitor’s price advantage
Loyal customer’s of
competitors brand

7. • To see Khaadi as the Number 1 brand in hand
woven and traditional clothes.
• To see Khaadi as a market share leader.
• To be the first preference of the customers.

8. Re-build Khaadi’s reputation as the premium
brand for traditional clothes.
Create brand awareness and educate
target market that it’s a men’s brand too.
Establish consumer interaction by social
media
Creating a positive image of Khaadi by having
events like the Khaadi Experience and by
sponsoring various other Fashion events.
To promote brand saliency through
various Pr activities

9. Theme: Traditional
elegance.
Strategy: To build
Khaadi’s credibility and
establish it as the
premium Brand for
traditional clothes for
both Men and Women.

10. Two different approaches
1. human advertising
2. Cut out standees

11. The Khaadi experience is
recreating the act of shopping at
khaddi and enhancing the over-all
environment by providing a different
way of shopping, an unforgettable
ambience and an excellent customer
service to create a place where
shopping becomes a memorable
experience.
Professionals will include Young
Designers with an Excellent Fashion
sense , Make-up and Hair Stylists, an
Accessory Specialist and a
Professional Photographer.
After being completely dressed up
they would have an option of
walking on the Run-way or going
into a private booth to get their
Picture taken which will be given to
Men and Women will browse
through a Selection of Khaddi’s
Clothes, Various Accessories and
Props, helped by Professionals at
every stage.

13. Day 1
Teaching people how
hand-stitched clothes are
designed
Open for everyone who is
interested, but particularly
promoted in universities
related to textile design.
Day 2
Sponsoring an abstract
design competition, in
which participants will
design a complete dress
based on their
understanding of traditional
design.

14. The size of this
Mannequin would be
60 feet
It would be built at the
Expo center Karachi
Will be completed
and clothed by 31st
December 2012 and
would be uncovered

16. • This activity is about
testing your fashion
sense and dressing
up the mannequin in
the most elegant
manner.
• The Best Mannequin
will be decided by the
number of likes on it’s
picture on Khaddi’s

19. Age 16-30 and 30-70
Family Size and
Lifecycle
Young, single, married, single parents,
unmarried couples, older, no children under 16.
Education Literate, Illiterate who can afford.
Social Class SEC A, SEC B,
Region Major Cities
Personality Elegant, Style conscious and sophisticated.
Lifestyle High, style conscious, fashionable.
Benefits Sought Quality, style with convenience
Product Usage Maintain loyalty of high users, attract new users
and increase usage of medium users.
Brand loyalty Medium, aim to increase it.
Occasions Regular occasions and special occasions like
Eid, Mehndi, Dholki, Birthday parties.

20. Catalogues
Photo shoots
Press Release
Mahira khan
Fawad khan
Samina Pirzada
Rahat Kazmi
Khaadi
Experience.
Word of Mouth
General
Public
Sales
People
Advertisem
ent
Billboards
Social
Media
High impact on end target
customers
Influencer is
active
Influencer
is passive
Low impact on end target customers

21. • Stable Law and Order situation .
• Khaddi finances our events and activites.
• We get permission to build the World’s
Largest Mannequin and for our other
activities and events by Expo Center, the
Government and all other parties involved.
• Students are willing to take part in our
human advertising activity.
• Endorsers that we have chosen agree to
represent and endorse Khaddi and come to
all of our events and activities.

22. Events
• Khaadi
Experience
• Khaadi work shop
• World's largest
mannequin
inaugration
Sponsorships
• Dress the
mannequin
competition
• All Pakistan
design
competition
• Fashion shows
• Exhibition
Media
• Press releases
• Social Media
• Press
Endorsements
•Fawad Khan
•Mahira Khan
•Babara
Shareef
•Behroz
Publications
•Brouchers
•Panaflex
•Standees
Word Of Mouth
•Organic
Word of
Mouth.

29. May 2012----June 2012---- Build Hype by Social Media Marketing,
teasers, Print ads, brochures, cut out standees, human advertising
banners, Press Release.
July 2012---------- Implement ‘The Khaadi Workshop’ Event on the 5th
of July in Karachi, 10th in Lahore and 15th July in Islamabad.
August 2012---Sept 2012-------- Use Social Media Marketing, teasers,
Print ads, brochures, banners to inform people about khaadi
experience.

30. October 2012---------- Implement ‘The Khaddi Experience’
Event on the 5th October in Karachi, 10th in Lahore and 15th
October in Islamabad.
November 2012------- The teaser campaign for World’s
Largest Mannequin starts, designers all around Pakistan are
encouraged to send their designs for the perfect design of
clothes for this mannequin. A panel of Judges decides the
best one and the mannequin would be dressed in the
winner’s designed Clothes. .
December 2012—January 2013 ------- World’s Biggest
Mannequin is dressed and the Winner is announced on the

31. February 2013 -----March 2013------- by Social Media Marketing,
teasers, brochures, and banners of Dress the Mannequin.
April 2013-----------Our activity ‘Dress the Mannequin’ will take place
from 1st to 15th April in different universities in Karachi, Lahore and
Islamabad. The Winner will be announced on the 30th of April
through the largest number of Face-book Likes on the person’s
picture on Khaadi's page and will receive a Gift Basket which will
include Clothes, Discount Coupons and a Dinner with one of our
celebrity Endorser.