This is a Presentation

1. Business & Ethics
Presented by
Nafeesa khalid L1S18MBAM0114
Presented to Prof. Haroon qasim
Subject: E-marketing & social media
Title: Impact of activities on consumer based brand
equity and love pact of social media marketing
KHAADI

2. CONTENTS
 Introduction
 Vision & Mission
 Products & Services
 Hierarchy
 Departments
 Organizational Structure
 Form of private ownership
 Group Dynamics
 Entrepreneurship & Intrapreneurship
 Employees
 Compensations
 Swot Analysis
 Market Strategy ,Target Market & Balance Sheet
 Leadership Style
 Time management
 Performance Appraisal
 External & Internal forces that lead to change
 Social Responsibilities
 Visit to Khaadi

3. INTRODUCTION
 History:
 Khaadi leading Pakistan brand founded in December, 1998.
 Started on 13th December, 1999, with one small 400 square foot store in
Zamzama, which is the headquarter in Karachi.
 Shamoon Sultan is the CEO and the Founder of Khaadi.
 He was textile graduated from Indus Valley.
 Khaadi means ‘hand woven’ , has stayed true to its name and continues to produce
a fusion of styles to complement both the east and west, while still using hand-
woven fabrics on select products.

4. Vision
 The vision of CEO of Khaadi is to become a national brand.
 They do not want to be an elitist brand.
 In other words, their vision is to become number one retail organization in
Pakistan and top retail brand in world.

5. Mission
 Khaadi is deeply committed at providing high quality products.
 By using hand woven fabrics, each completed with absolute finesse, and aims to
pass the craftsmanship abilities of today’s weavers to their later generations.
 In actual they want to dream as a team, execute as a team and lastly achieve as a
team.

6. PRODUCTS & SERVICES
 The company defines its lines as concepts and primarily had Prêt (Ready-to-
Wear), Unstitched (Fabric) and Man (Eastern Wear).
 Over the eras, the company has launched a number of new concepts ,i.e.:
 Kids (for 2-12 year olds),
 Khaas (featuring exclusive and limited-edition pieces),
 accessories (jewellery, stoles and handbags)
 home (featuring furniture, bedding and bath items).

7. HIERARCHY CEO
Retailed Directors
Regional directors
Retail Manager
Store Manager
Assistant Manager
Sale Advisor
Employees

8. Human Resources
( HR)
Finance
DEPARTMENTS
Planning
Marketing
Supply Chain
Retail
Business Expansion

9. ORGANIZATIONAL
STRUCTURE
CEO
COO
Finance
Head
Design
Head
Production
Head
Logistics
Head
Wear Housing
Head
Exports

10. FORM OF PRIVATE
OWNERSHIP
 Ownership is the state, act, or right of owning something, i.e., possessing
something.
 It is the exclusive and ultimate legal right to a lawful claim or title.
 The most common ways to organize a business:
 Sole Proprietorship
 Partnership
 Limited partnership
 Limited Liability Company (LLC)
 Corporation (for-profit)
 Non-profit Corporation (not-for-profit)
 Cooperative.

11. CONTINUE…
Khaadi is a private retailing company.
It consists of 45 stores all around the world such as;
 Asia
 Europe
 Australia
 America
 Northern America
 Middle East

12. GROUP DYNAMICS
 A group can be defined as several individuals who come together to accomplish a
particular task or goal.
 Group dynamics refers to the attitudinal and behavioural characteristics of a group.
 Group dynamics concern how groups form, their structure and process, and how they
function.
 At Khaadi individual and team work both are promoted.

13. Entrepreneurship &
Intrapreneurship
 Entrepreneur is a person who takes a considerable amount of risk to own and
operate the business, with an aim of earning returns and rewards, from that
business.
 He is the most important person who envisions new opportunities, products,
techniques and business lines and coordinates all the activities to make them real.
 On the contrary, an intrapreneur is an employee of the organization who is paid
remuneration according to the success of the business unit, for which he/she is
hired or responsible.
 At Khaadi, they promotes intrapreneurship as they allow designers to innovate
new designs according to tends in market.

14. EMPLOYEES
 An individual who works part time or full time under a contract of employment,
whether oral or written, express or implied and has recognized rights and duties.
They are also called as workers.
 In Khaadi there are approximately more than 700 employees.
 Employees are motivated through different ways so that they could achieve their
targets as well as learn different skills for personal and professional lives.
 There are certain policies for employees which they have to follow.
 Firstly, an employee is hired in Khaadi on the bases of merit and set qualification.
 Secondly, age factor. For all the employees a portal is set up so that they could solve
their queries.

15. COMPENSATIONS
 Compensation is a systematic approach to providing monetary value to employees in
exchange for work performed. Compensation may achieve several purposes assisting
in recruitment, job performance, and job satisfaction.
 There are different types of compensations Khaadi provides to the employees such
as:
 Base Pay
 Commissions
 Over time pay
 Bonuses
 Dental
 Insurance
 Medical
 Vacations
 Leaves

16. Monitory or Non-Monetary
Compensations
 Monitory rewards are enough to get most out of employees but there are other
incentives too which are very effective.
 A monetary incentive is generally awarded for a job well done and is often
something that the employee can strive for. These are usually offered in the form
of some type of bonus.
 However, the purpose of a non-monetary incentive is to generally reward the
employee after the fact of doing a good job.
 This may not always be the case for every type of non-monetary incentive, but
these rewards are not generally something the employee works toward.

17. SWOT ANALYSIS
SWOT
ANALYSIS
Strengths
 Strong brand name
 Hand- Woven
 High Quality
 New stock every two
weeks
 Tailoring Service
 Employment Generation
 Excellent Customer
Services
Weaknesses
 Weak Marketing
Function
 Western Line
 Lack of Skilled
Training
Opportunities
 Product Development
 Market Development
 Fulfilment of needs
 Emerging Trend
 Huge labour potential
 Growing Consumers
Preference
Threats
 Strong Competitors
 Recession
 Changing
Government
Polices

18. MARKETING STRATEGY
&
TARGET MARKET
 Marketing Strategy:
 In order to generate and maximize revenues, Khaadi for its marketing does
promotions and also offers sales and discounts in return of profits.
 ATL and BTL focus is less; however, online marketing is preferred in this social
media era such as Facebook, Instagram etc.
 Target Market:
 A target market is a group of consumers or organizations most likely to buy a
company’s products or services.
 The target market of Khaadi is middle and upper class of women, kids and men.

19. BALANCE SHEET
 A balance sheet is a statement of the financial position of a business which states
the assets, liabilities and owner's equity at a particular point in time.
 Khaadi did not disclosed their balance sheet with us which is good part of this
organization as they showed loyalty towards the company.
 Revenue is the income generated from sale of goods or services, or any other use
of capital or assets, associated with the main operations of an organization before
any costs or expenses are deducted.
 Khaadi total revenue is $100M.

20. LEADERSHIP STYLE
 Leadership is both a research area and a practical skill encompassing the ability
of an individual or organization to "lead" or guide other individuals, teams, or
entire organizations.
 Transformational Leadership is used as this is how employee looks beyond their
self-interests. Everyone is geared towards company goals and this also keeps
motivating them.
 Democratic leadership is also used as this includes involvement of subordinates in
decision making process such as; internal external factors, as well as at time of
work load etc.
 The CEO delegate assignments, ask employees for suggestions, and encourage
participation.

21. TIME MANAGEMENT
 Khaadi Hierarchy consists of one senior manager, two shift managers and three
assistant managers.
 They analyse their work according to its importance, then they categorize and
divide them.
 At last, management distribute the work among the employees. This is how
Khaadi management saves their time as well as increase efficiency of work.

22. PERFORMANCE APPRAISAL
 Performance appraisals is use to evaluate an employee’s job performance and
provide feedback about it.
 A performance appraisal can include assessments of everything from attendance
to goals met.
 Based on this evaluation, a manager will make decisions about compensation,
promotion, additional training needs, transfers, or even termination.
 Appraisals are made to check employees performance, their behaviour towards
firm and this is done via questionnaire which is uploaded on every employee
portal provided by the organization.
 This process is analysed and evaluated by the human resource ( HR) department
and in result employees are rewarded or punished.

23. External & Internal Forces
that Lead to Change
 The external forces include political instability that effects their performances.
 Then management decides according to the scenario that how to cope up with the
problems, economic instability, and lack of goodwill.
 The internal reasons for shut down of Khaadi are profit losses, less revenues, higher
competitions, low product demand and managerial issues.

24. MOTIVATION THEORIES
 Maslow’s Hierarchy of Needs Theory
 Herzberg’s Two-Factor Model of Motivation
 Expectancy Theory
 Goal - Setting Theory

25. CONTINUE…
 Maslow’s Hierarchy of Needs Theory
This theory consists of 5 levels.
1. Physiological needs
2. Safety
needs
3. Social needs
4. Esteem
needs
5. Self
actualization
needs
1. Good salaries are
provided to employees
who fulfil their basic
needs such as food,
cloth and shelter.
2. Medical free and
holidays annually
are 48 and
excluding other
leaves with pay.
3. Team work is promoted by
asking employees for
suggestions, hi tea and
lunches are arranged
monthly.khaadi logo shirts
are provided to each
employee.
4. Compensations
are given.
Award for sale
advisor is awarded.
5. Employees
can innovate
new ideas.

26. GOAL SETTING THEORY
 Employees are motivated by setting goals and targets.
 Clear, specific, and challenging goals are set for employees by whom they are
motivated and are fully involved in their work.
 Daily meeting of 20 minutes is arranged so that employees can freely solve their
queries.

27. EXPECTANCY THEORY
 This theory explains that the more the effort, the better the performance will be
which will eventually result in rewards.
 And vice versa, less the effort, poor the performance and at last it will result in
punishments.

28. HERZBERG’S TWO-FACTOR
MODEL OF MOTIVATION
 This theory explains factors that are important for job satisfaction though they
might not contribute directly to motivation.
 Hygiene factors refer to aspects of work that are not directly related to task itself
but instead related to the job environment including pay, job,security,status etc.
 Motivation factors, on the other hand, can produce high levels of motivation when
they are present.
 Include job responsibilities, achievements etc.
 Khaadi provides all the factors to their employees which are necessary for job
satisfaction.

29. SOCIAL RESPONSIBILITES
 Khaadi announced to donate its Independence Day proceeds for the betterment of
the country.
 Khaadi subsequently announced that it would give half the proceeds towards the
building of the Supreme Court of Pakistan Diamer - Basha and Mohmand Dam
Fund and the remaining half will be kept in trust to be used for the betterment of
Pakistan.
 Recently, Khaadi workers took it to the roads to register the protest of being
underpaid.
 It all started when protestors shed light on how Khaadi fired 32 employees right
before Ramzan.
 As said by the labours, they were paid just Rs 14,000 a month after doing all the
hard work which made the brand what it is today.

30. VISIT TO KHAADI

31. THANK YOU!