Retail management report

Comparative study between Khaadi and Gul Ahmed

Contents
ACNOWLEDGEMENT...................................................................................................................................4
Khaadi Introduction.....................................................................................................................................4
Retailing 7ps of Khaadi................................................................................................................................5
Product....................................................................................................................................................5
Promotion................................................................................................................................................5
Price.........................................................................................................................................................6
Place........................................................................................................................................................6

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 Process....................................................................................................................................................6
People......................................................................................................................................................6
Physical Evidence.....................................................................................................................................7
Store interior and exterior...........................................................................................................................7
Interior.....................................................................................................................................................7
Display.................................................................................................................................................8
Exterior....................................................................................................................................................8
Ideas by Gul Ahmed Introduction................................................................................................................8
Retailing 7ps of Gul Ahmed.........................................................................................................................9
Product....................................................................................................................................................9
Promotion..............................................................................................................................................10
Price.......................................................................................................................................................10
Place......................................................................................................................................................10
Process..................................................................................................................................................10
People....................................................................................................................................................11
Physical evidence...................................................................................................................................11
Stores interior and exterior for Gul Ahmed...........................................................................................11
Interior...................................................................................................................................................11
Exterior..................................................................................................................................................11
"COMPARSION BETWEEN KHAADI AND IDEAS"........................................................................................12
Product..................................................................................................................................................12
Price.......................................................................................................................................................12
Promotion..............................................................................................................................................12
Place......................................................................................................................................................13
People....................................................................................................................................................13
Process..................................................................................................................................................13
Physical Evidence...................................................................................................................................13
Interior...................................................................................................................................................13
Exterior..................................................................................................................................................14
Conclusion.................................................................................................................................................14

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ACNOWLEDGEMENT

There is a lot of competition to existing in which those will succeed who have will to come
forward those will succeed. Project is a like bridge between theoretical and practical work life.
With this willingness, we joined the project. First of all, we would like to thank Almighty Allah
who is obviously one who has always guided us to work. Without his mercy, this project could
not complete. next to our parents who encouraged us. Special thanks to our subject teacher Sir
Ikramu-Din Junejo to give this golden opportunity to do this wonderful project on the topic

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(comparative study of Khaadi and Gul Ahmed). This also helped us to do a lot of research and
we came to know the so many new things we are really thankful to them.

Khaadi Introduction

Khaadi was started by its owner Shamoon Sultan in1998. This brand started to introduce the
ancient craft of the handloom, Urdu meaning of Khaadi is hand-woven, and through this brand-
customer can reach hand-woven fabric. it gives access to the latest fashion trend, to their
customers with traditional and stylish clothes. Khaadi started with a small store at zamzama
Karachi, now Khaadi is a robust retailing brand of Pakistan, Khaadi operates 52 stores in 20
cities across the Pakistan and in the international market it has more than 15 outlets including
in UK, UAE and in Bahrein. Khaadi is offering apparel for women, men, and kids to home textile.
Khaadi is using forward as well as backward integration strategy for their business. Khaadi has
made its own dying unit where they dye their threads to keep the quality of tread up to the
mark. Khaadi has its own stitching units which give facility to the designers to create new
designs to their good trend designers. Khaadi can be described as specialty store khaddar. 

Retailing 7ps of Khaadi

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  Product
 Promotion
 Price
 Place
 Process
 People
 Physical evidence

Product
Khaadi’s core product is women hand woven traditional unstitch clothes but now they are
dealing with other sectors also like ready to wear, western, accessories, kids , and home. They
have types of are Khaadi cotton, Khaadi silk, chiffon and high seller lawn. In ready to wear their
products are pret, khaas, and bottom, in khaas they have casual and semi-formal dresses they
also offering accessories, dupattas, fragrance, means wear and hand women embroidered bags,
in-home they are offering a wide variety of product like bed cover table linen cushion. Their
new lounge is come in 2 weeks when knew collection comes every collection comes is based on
300 to 350 designs. 

Promotion
Khaadi’s logo and brand image itself is a promotion but Khaadi do promotion through TVC,
catalog, social media (viral videos on YouTube, Facebook, and Instagram), seasonal sales
promotion they work on a campaign they make an outdoor campaign, social media campaign
and editorials they also look at the visual aesthetics of the entire campaign that how will look at
it when it will go out and how consumer take it how will it be received Khaadi also do
promotion through the fashion shows. And it uses POS advertise they keep perfumes on POS.
and Khaadi use print media like newspapers, magazines (interviews of management), articles,
and billboards. and it uses Khaadi HR youtube channel personal selling strategy they believe
employee make the value of the store through communicate with the customer and they know
the need of customer and Khaadi also use direct marketing through email or message. 

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Price
Price is the major factor for the company because it attracts customers/consumers. Khaadi set
their price on the quality and design of the fabric. Khaadi is dealing with middle to the upper
class of customers. Its price starts from 1400 on 2piece to RS 20000 per full suit. When Khaadi
started its sale kurta for RS 300 and complete suit for RS 2500.

Place
Selection of location is the most important decision for the company it attracts customer and
make customer perception towards the brand. Khaadi opens its first outlet at zamzama Karachi
it is a small store but now it works all over the world its stores are on high customer traffic
place like in Hyderabad their first store on autobahn road and then it opens in boulevard mall
and now it opens in London town near maxbachat.

Process
In retailing process or customer experience reflects the brand image. Retail business is
depending on the process. Process start from taking an order to deliver products to the
customer. Khaadi provides the best possible shopping experience to their customer from
welcoming the while entering in-store till they checkout their employee’s customers in a best
possible way and help them throughout their shopping, their employees assist customers in
making choices.

People
In retailing salesperson plays an important role in customer/consumer attraction. Staff of store
should be corporative to help the customer for their satisfaction. Staff at Khaadi is cooperative
with customer they help the customers to find the product which they want and show them
other varieties to satisfy them and customers can make purchase decision at Khaadi employees
are trained. At Khaadi at least one employee is available for the customer when customer flow
will increase employee will go to their particular Flore.

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Physical Evidence
Physical evidence is an important part of the retail store it is all about the environment of store
like lighting on wooden shelves give compliments to display, smell, music, and several items are
displayed in open window display. At Khaadi there is a good environment for customer. At
Khaadi in store ambiance attracts customers their well-trained employees meet with a great
smile to the customer and help throughout the shopping their clothes display attract
customers. Khaadi has proper lighting in store which attracts its customers towards their
displayed products. Several items are displayed on an open window to attract customers, to
give a natural look to an outlet some plants are placed on the entrance of the store. Khaadi’s
wide, clean, and settle area helps customers to reach their desire product. At store color of wall
relate to the items which are displayed. The wooden entrance gives a welcoming look to
customer to make them stay longer. 

Store interior and exterior

Interior
Interior of Khaadi is affects every customer/consumer. Customer cannot leave without buying
from the store. The atmosphere of Khaadi is attractive for the customer because at Khaadi look
of store and ambiance give traditional look to the store. They have created their image by
offering stylish and expensive clothes, traditional clothes, and casual clothes by doing this which
attracts every class of customers. They differentiate their brand through fixture lighting and
display in store. Khaadi introduces its customer to a new trend. At Khaadi women section make
a maximum sale that area is more attractive, which creates a trend to purchase traditional as
well as stylish clothes. In Karachi outlet Khaadi use wooden floor which give look to the store, at
Lahore store they use mixture of both modern and traditional architecture, they give orange
and yellow color to relevance with the rich culture of the city. In the Islamabad store, they give
beautiful combination wooden and metal, and white furniture give graceful look.  

Display
In women's unstitch section they use showcase which displayed on roads, dump bin, and case
cade display. Rack display for stitch clothes and dummy / window display for its pret or khaas

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collection. And use wall display for accessories. And for home display, they table and bed
display to show bed sheets and table sets

Exterior
Khaadi choose high space place where customers have a parking facility, and high customer
traffic like in Hyderabad autobahn, boulevard mall, and London town. Khaadi make its attractive
front with glass and attractive entrance there is the guard is available for the open door and
welcome to the customer and they display the products in the window display to attract the
customer and building design show the similarity in all stores like sign or logo of Khaadi.           

Ideas by Gul Ahmed Introduction

Ideas by Gul Ahmed is a retailing company offering clothing, shoes, hang bags, and accessories,
to provide men and women with a diverse range of casual and formal wear. Since then the
brand has opened up to plus franchises all across Pakistan this is due to the quality of the fabric
and the refreshing prints the chum out of seasonal basis. Gul Ahmed recently launched ideas
for their fashion line which provide unstitched fabric, polo shirts, formal and semiformal, wear

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(for men) over the year Gul Ahmed Has introduced a number of new trends including Chantilly
chiffon, chairmen lathe for men and digital printed Kurtis, the women clothing offering
stitched/unstitched suits the apparel line consist of the fabric such as chiffon, linen, khaddar,
and polyester cotton for the ladies’ collection. Gul Ahmed also offering shoes hangs begs
accessories for men and women. It is found on 19 June 2013 founder of Gul Ahmed in haji Ali
Mohammad Its headquarters at Karachi Pakistan.  founder of Gul Ahmed in haji Ali Mohammad
Its headquarters at Karachi Pakistan.

Retailing 7ps of Gul Ahmed

 Product
 Promotion
 Price
 Place
 Process
 People
 Physical evidence

Product
Product is the main and essential component of every business the brands identify will be
creating customer consumer minds by its product services. Gul Ahmed offers shoes, bags, home
appeal, clothing, and accessories. In clothing, it offering prepared to wear for men. Ladies and
children while unstitched for men women it offers a wide range in ladies’ collection from 1-pc
to 3pc of various class normal and luxury Gul Ahmed also offering begs, clothing, shoes, and
accessories of men and women they recently added new product in their product line for men
and women.

Promotion
Ideas by Gul Ahmed promote their retailing by various techniques, through Facebook, YouTube,
sending a text message, email, TV, Instagram and educating about new collection via billboards.

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Gul Ahmed utilize best producers via web-based networking media for promotion of the
retailing business they used to support to reach a maximum audience for informing about their
product range with price and the upcoming product they are different type of promotion at
ideas outlet such as summer clearness sale and winter clearness sale make a sale every year up
to 30%, 50% of on the outlet they use flat such for which their promotion gone successfully.
Their retailing through various platforms of social media to contact the greatest audience.

Price
The most significant factor which attracts in buyer/customer toward the specific retail store,
Gul Ahmed set price depending  on product price in stitched women collection price starting
from 7000 till depending on print, embroidery and different category because category have
different price.in unstitched of ladies, assortment price starting from 2500 till depending on the
fabric, print, piece, embroidery, and the category because the different category have different
prices the attempt to their best to set the value which pull customer/ buyer toward their store
they also set price as per item category from all range .there is low prices in other outlets.

Place
For working perfect business and get deals according to desire retailer must open there store
on the area or on the market where customer and consumer handily came a retail shop. Gul
Ahmed upon their outlet at autobahn road where numerous outlets of clothing, shoes,
cosmetics, and various different business firm for retailing area of the store should be the best
area will give profit it area is best since customer consumer on come that retail where they
effortlessly come to.  

Process
Process is the main feature of any retail store it makes customer easier to shop Gul Ahmed set
very immense protocol of shopping process, they provide CatLog in their physical as well as an
online store, with well determined in purchasing the decision they have very easy and
sophisticated selling method that helps in boosting sell.

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People
In the retailing store there is a principle there is the main role of people means employees
salesperson since a sales person part is fundamental for that individual customer consumer
purchase product as a result of cooperation. Gul Ahmed hires many sale people of the various
segment to manual for customer consumer about when they question about the size or shading
color any inquiry identified with the product for their communication customer take the choice
to purchase a product. Because that person motivates him up and satisfies for which customer
consumer make a decision to purchase the product.   

Physical evidence
In retailing store customer buyer always, the best environment for shopping in the condition it
comes shops inside cool condition yet sale person communication additionally comes in
physical environment. Gul armed made a best environment in their retail store the made
peaceful environment and cool condition, they set various section of various category so that
customer consumer easily do shopping, also their staff are agreeable and attempt to best
cooperate with customers and consumers.  

Stores interior and exterior for Gul Ahmed

Interior
Store well comes with its null and clean environment on the very left side of the main counter
for payment in front of the main counter section for home selection side with women suits to
purse and shoes, in the free space shirt price for girls are available side with a main counter
western collection for men and unstitched suits for men and boys available if we compare it
with autobahn store it has limited area but will manage, all in all, the store interior is pretty
good. 

Exterior
With reference Gul Ahmed shudder Hyderabad in front of store these are available for general
parking security guard available for the safety of store on the main gate there is bill board for a
large GUL Ahmed written which authentically the store.

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"COMPARSION BETWEEN KHAADI AND IDEAS"

Here we comparison between two brands Khaadi and ideas. Khaadi started with a small store at
zamzama Karachi. Now Khaadi operates 52 stores in 20 cities across the Pakistan and in the
international market it has more than 15 outlets including in UK, UAE, and Bahrein. Ideas also
started their brand from Clifton Karachi and up to over 100 outlets operate ideas across
Pakistan.

Product
Khaadi offering many varieties of products like, ready to wear accessories, kids, and home. They
have types of are Khaadi cotton, Khaadi silk, Sharon, and high seller lawn. Gul Ahmed offers
shoes, bags, home appeal, clothing, and accessories. Gul Ahmed also offering men clothes and
also offering begs, clothing, shoes, and accessories of men and women they recently added new
products in their product line for men and women.

Price
Khaadi set their prices on the quantity and design of the fabric. Khaadi target to middle and
upper-class customers. Its price starting from 1400 on 2piece to 20000 RS per suit. It stitched
kurta price is Rs 3000 and unstitched or stitched have different prices. Ideas target to the
upper-middle-class customer its prices unstitched clothes prices start from Rs7000 till
depending on the print, piece, embroidery, and different category because the different
category has different prices.

Promotion
Khaadi uses POS advertise they keep perfumes on POS. and Khaadi use print media like
newspapers, magazines (interviews of management), articles, and billboards. and it uses Khaadi
HR youtube channel personal selling strategy they believe the employee makes the value of the
store through communication with customer and them know the need of customer and Khaadi
also use direct marketing through email or massages.  Ideas promote their retailing by various
techniques through Facebook, Instagram, YouTube, sending a text the message, email, TV and
educating about new collection via billboard and it’s also used different type of promotion such

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as summer clearness and winter clearness sale make a sale every year up to 30% to 50% off on
the outlet which their promotion went successfully. 

Place
Khaadi open its first outlet at zamzama Karachi it is a small store but now it works all over the
world, its stores are in high customer traffic places. Ideas decided to open its first outlet at
Clifton Karachi because of it highly visible to the passer and attract toward their brand.

People
Staff at Khaadi is cooperative with the customer they help the customers to find the product
which they want and show them other varieties to satisfy them and customers can make
purchase decision at Khaadi employees are trained. Ideas hire many employees for various
segment to helping the customer if consumer have any inquiry about the size, color, etc. then
the staff will help them.

Process
Khaadi provides the best possible shopping experience to their customer from welcoming the
while entering in-store till they checkout their employee’s customers in the best possible way
and help them throughout their shopping, their employees assist customers in making choices.
Gul Ahmed set very immense protocol of shopping process. they provide Catalog in their
physical as well as an online store, with well determined in purchasing decision. 

Physical Evidence
Gul Ahmed made the best environment in their retail store the made a peaceful environment
and cool condition, they set various section of various categories so that customers easily do
shopping. The atmosphere of Khaadi is attractive for the customer because at Khaadi look of
store and ambiance give traditional look to the store. they have created their image by offering
stylish and expensive clothes, traditional cloths and casual clothes by doing this which attracts
every class of customers.

Interior
The atmosphere of Khaadi is attractive for the customer because at Khaadi look of store and
ambiance give traditional look to the store. they have created their image by offering stylish

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and expensive clothes, traditional cloths and casual clothes by doing this which attracts every
class of customers. They differentiate their brand through fixture lighting and display in store.
Ideas well manage the store with it clean environment and it's divided into portion like counter
for payment, women and men portion.

Exterior
Khaadi make its attractive front with glass and attractive entrance there is the guard is available
for open door and welcome to the customer and they display the products in the window
display to attract the customer and building design show the similarity in all stores like sign or
logo of Khaadi. Ideas Hyderabad front of stores these are available for general parking security
guard available for safety on the main gate there is billboard for large Gul Ahmed written which
is authentically the store.

Conclusion
The comparison between Khaadi and ideas. So we identify some similarities and differences
within 7'Ps which they both follow for retailing their stores such as Price, Place, Promotion,
Process, People, Product, Physical Evidence. They used different types for promotion their
outlets Khaadi used print media like newspapers, magazines (interviews of management),
articles, and billboards and the ideas they used different of types of promotion they used
season sale as a promotion Khaadi offering many varieties of products like, ready to wear
accessories, kids and home. Ideas also offering these varieties of the product but they also
offering men products. Price is the major factor for the company because it attracts
customers/consumers. Khaadi targeting to middle and upper-class customers but on other
hand Ideas targeting upper-middle-class customers. These both brands decided those place
which is visible to the customer. Khaadi and Ideas hire employees for helping the customers to
find the product them and customers can make a purchase decision. The process of these
brands are they provide knowledge about their new collection and make a good shopping
experience of their customers. At the last we talk about Physical evidence is an important part
of the retail store it is all about the environment of the store.  The ambiance of Khaadi and
Ideas stores are attracting customer their well-trained staff meet with a great smile to a

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customer and has air condition environment and has proper lighting in store which attracts its
customers towards their displayed products.

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