Digital and Direct Marketing

Term Project on: KHAADI (APP)

Submitted By:
FAIZAN AHMED
SYEDA SHEHPER BUKHARI
SYEDA AMNA MAAZ HASNAY
ABDUS SAMI TABBASUM

Submitted To:
SIR RAHEEL YOUSUF
TABLE OF CONTENTS
KHAADI:

Khaadi first opened its doors in 1998 in Karachi, Pakistan offering customers kurtas and loose
fabric made from hand-woven fabric. Its a single store startup in Karachi is now easily Pakistan’s
most iconic fast fashion retail force. Today, Khaadi has 43 stores at almost every notable
location in Pakistan and is also the first Pakistani fashion retail brand to successfully establish a
global footprint with stores in the United Arab Emirates and United Kingdom.

Mr. Shamoon Sultan, the chairman and founder, had the intent of reviving the ancient craft of
the handloom and popularizing the traditional medium in a contemporary manner. Khaadi, which
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.
Khaadi defines its lines as Concepts and initially had Prêt Ready-to-Wear, Unstitched Fabric and
Man Eastern Wear. Over the years, Khaadi has introduced a number of new concepts including
Khaadi Khaas, Khaadi Kids, Khaadi Home and a range of fashion accessories including jewelry,
stoles and handbags.
In 2010, Khaadi expanded internationally by opening its doors in the United Arab Emirates, first
in Dubai and later in Abu Dhabi. In 2013, stores opened in Kuala Lumpur, Malaysia and
London. The Company continues on its aggressive expansion strategy by opening several retail
stores in smaller cities of Pakistan. The online store was launched in Pakistan in 2014 and
Khaadi will look to open its digital doors to various countries throughout the year.
Brands:
 Khaadi Woman
 Khaadi Man
 Khaadi Kids
 Khaadi Home
Consumer Insight:

1) Hassle in Traveling:

One of the major problem while shopping is the hassle of travelling it is because first of the
traffic in our city than the other problem is of parking which is a huge issue for the people. It
tend to happen that people waste their time in parking. As it is one of the factor because of
people try to either avoid shopping or they are transferring to online ordering. The problem exist
that people are not trusting on the online product since the product which is in the picture is not
as same as it is when at the time of order delivery so there is a trust issue which is lacking.

2) Selecting from lots prints and designs in a small-time wastes time:

well the other problem rises after the person dealt with travelling hassle and parking part. Then
comes with the problems of lots of print and design which is also one factor of wasting of time
since ladies at time are unable to decide what to buy or what not to buy.

3) Desired product is not available:

At time it happen when the consumer tend to decide the product they wanted either there is
shortage of size or the desired product is not available at that moment which made a bad
impression of the brand not only this but this add on consumers either dissatisfaction with the
brand and there maybe a time the where a brand could lose their customer.

4) Size issues:

Size issue is one major factor which create dissatisfaction for the customer that he finally made
the decision and choice to purchase the product and then he came to know that the size is not
available.

So inorder to cope up with such problems we are launching the the Khaadi
App which will deal with the problems of the customer.
 Trend And Brand World
Total Population

203.6 million (2019)

1) 12.6 Million+ users on Facebook

2) 2 million+ users on Twitter
3) 120 million Youtube subscribers

BIG IDEA
Virtual Experience of Shopping Dresses without hassle
• Launching Khaadi’s application for smartphones.
• The app would make the consumer book their desired product at the
desired outlet.
Digital Platforms:
1) Facebook

2) Youtube

3) Twitter

Internal Analysis on Facebook Audience

The analysis was done through Facebook Insight tool which shows that new audience is round
4M-4.5M people of Khaadi within Pakistan and other of the the age starting from 18 and above
out of the total people 63% are females and 37% are males.
Traffic From the major cities of Pakistan:

Major chunk and the traffic is coming from Karachi Lahore Faisalabad and Islamabad.
Twitter Profile

Target Market

Psychographics

Personality Simple, not brand loyal

Values Striver

Opinion Believers

Attitude Good quality at affordable price

Interest Value for money

Campaign Objective:

To create awareness about the virtual reality app called “KHAADI AL” among the digital audience so
that it could eliminate the problems for the customers which are follows:

1) Hassle in traveling

2) Selecting from lots prints and designs in a small-time wastes time.

3) Desired product is not available

4) Size issues
Application Process

signup

upload your
book it full front
picture

select your select from

outlet the collection

select the size

if you know/
or ask the
application to
do it for you

APP Details
Signup:
Name:
address:
DOB:
City
Country:
Mobile Number
Scan/upload picture:
Scan yourself self from camera or upload picture

Select from the collection

All the latest collections which are available in the outlets of their city will come, now they can
select which dress they want by swiping every dress on their picture, through this they can see
that weather the design or print and color looks good on them or not, once they have selected the
dress, they will go to the next step.
Select size:
This option will only come if the consumer is booking pret wear, there will be 2 option here, if
the consumer knows their size, they can select it, if not then the application it self will select the
right size according to the physic of the consumer. If the application will do that so they will be
selecting 1 size bigger and 1 size smaller than the prescribed size.

Pick outlet:
Now after picking up the size, there would a final step of picking up the outlet, all the outlets
where the desired dress is available would be filtered out, and they can pick desired outlet.

Book it:
Now they can book the dress and then a digital receipt would be generated with a unique
transaction password. This receipt would be validated for next seven days.

Final process

go to
selected
outlet

give your show your

trasaction digitil
password reciept

pick
pay cloths/try
them
Final Process Details:
Go to the selected outlet
Once the application process is done, now they will go the store where they have booked their
desired outfit.

Show your digital receipt.

Now you have to show your digital receipt to the sales person there at the store. They will give
you your cloths

Pick cloths or try them.

If the dress is unstitched, check it, if it is pert your booked dress.

Pay and give transaction password.

Now if everything is fine pay for your dress and show the transaction password for verification
and security.

HERO STRATEGY:
Our Hero strategy consist of launching of app along with a little preview or outline about the app
how it going to be working.

KHAADI APP
Most of the brands are moving towards digital technology since people need more convenient
life these days they wanted their life to be more easy by any mean so what brand do is they are
developing apps and making thing easy for their customers. These apps are not only the
solution to the customer’s problem but they are the increasing the customer bases since our
generation is now more technology driven. Most stores have developed their application to
give customers an easier way to access and through which they try to reach audience 24*7. We
are launching KHAADI APP known as “KHAADI AI” for android and IOs users in order to interact
and engage with its target audience. We would be sending out notifications about new
products and sales in order to keep the customers inform about the things happening within
our outlets.
Question websites
We will also show a strong social presence by answering question related to our products and
service on various question websites like Quora and Yahoo answer this will allow us to solve
customer queries and persuade them to buy the products through app and try the serving
educating them about the benefits of the app and how its making thing easy for our customers.

HUB STRATEGY:
A 30 seconds video of a female customer visiting Khaadi store. Instead of looking each design
and size, she stands in front of a scanning mirror and through the built in software, swipe the
available design and color of each print to see which looks best on her.

In the background, the other customers will be doing the same to create harmony and show a
technological updated outlet.

Testimonial Videos of 5 to 7 sec sharing their experience by Celebrities.

Post Promotion: Testimonial videos of the Users and sharing of their experience so that people
could related themselves.

Blogging:
Blogging is a great driver of new website traffic. By creating blogs, especially written by those
who are credible, the web traffic will boost and the brand’s content will turn more compelling.
Paid bloggers will be given some keywords regarding the brand to use in their written text.

HYGIENE STRATEGY:
5 Mint Hacks. How to decorate your room. How to select and choose the desired dress in 5
mints.
Media Mix:
Facebook:
Post Promotion, Video Promotion, Canvas Ads

Youtube:
Pre-roll, mid role, video billboard or video ads

Google Display Network:

Sponsored content at different websites

Web Banners:
Leaderboard

Strategies
Facebook

Facebook measuring tools:

Action:
Actions represent the number of times people have taken an action after being shown an ad on
Facebook. The action for our Facebook page include:

 Contact Us
 Shop Now

Users taking action of Shop now will directly land on our app.

Page view:

A high page views multiple is a good sign that your audience is engaged — and quite often
means that they are coming back regularly to our content.

Reach:

Reach is the number of people who have seen any content associated with our Page, including
videos, ads etc. Our target is that the reach will increase by the paid sponsorship on Facebook on
the basis of week (Paid Promotion).
Clicks:

Link clicks are reflective of the quality of the title and image included on our post. Our fans will
click on everything we share, but the majority of people (especially new people) are only going
to click on posts that interest them.

Likes:

Likes lead to more attention because people naturally gravitate towards things that are popular.

Shares:
When someone our post they are giving a personal recommendation to their friends, colleagues,
and family. Because of this, shares are a great indication of the quality of our work.

Post engagement:

Engagement on Facebook is when people perform actions on our Page. They may like a post,
click on a link or comment on an image for example. With Facebook Insights, we will gage our
engagement in terms of post clicks, likes, shares and comments.

YOUTUBE:
The other social medium we have used is YouTube. The main reason to target this platform is to
help drive more views and subscribers to our channel

Objective: To aware the user about the service and the procedure to sign up and use the
application.

Interest: Beauty, living, life style,

Age: 18-40+

Geographic: Pakistan

Locations: Our campaign would be specified to urban regions of Karachi, Lahore Islamabad
and Faisalabad.

Campaign:
Animation Video:

We will be playing animation video to guide the users about how to use the app also
how to scan and order through the app
Collaboration with celebrities:

Testimonials of the celebrities using the brand and sharing their experience

Awareness KPIs:
Views:
The number of times that a video was viewed. In a playlist report, the metric indicates the
number of times that a video was viewed in the context of a playlist. Views will be calculated on
the basis of 3 sec view of the video.

Impressions:
This is the number of times a video or thumbnail has been served to users, regardless of watch
time.

Unique users:
The number of distinct individuals who have been served our video, irrespective of number of
views.

Consideration KPIs
Consideration KPIs will help us measure the next level of engagement of users. These indicators
will help us track if viewers are seeing, hearing, and watching our video.

Watch time:
The average duration of users viewing of video content, whether of an individual video or
playlist, or a specific channel or playlist specified channel, content owner, video, or playlist.
Longer watch time is correlated with positive brand results.

View-through rate:
The percentage of completed views of a skippable video, calculated by dividing number of views
by total impressions.

Action KPIs
Action KPIs can help you measure user interest. These metrics focus on actual conversions or the
immediate steps leading to them.

Clicks:
The number of times viewers select (by tapping or clicking) a given link, image, video.
Conversions:
This include calls, signups or sales.

Purchase intent lift:

An increase in the probability a viewer would make a purchase.

Twitter:
The third platform we have chosen is Twitter. The main reason for twitter is that it is a platform
that provides access to a highly engaged user base and variety of ways to utilize advertising to
achieve business goals.

Twitter measuring tools:

1. Twitter Followers over Time

The Twitter Followers over Time Metric will let us track how many people are following our
Twitter account this twitter analytics metric is important to track because it will demonstrate the
interest level of our followers and target audience depending on an increase or decrease in
Twitter Followers over Time

2. Reach and Posts for Twitter

The Reach and Posts for Twitter metric makes sure our tweets are reaching a wide audience.
3. Retweets
See how often you've been retweeted over the past. Retweets are when another Twitter user
shares your tweet. Beyond spreading information, retweeting is also a popular twitter analytics
metric to measure the value of information.

4. Recent Tweets
It monitors our latest tweets and see their key stats. The Recent Tweet metric provides more
insight than metrics that just list tweets because it tells you the date tweeted, number of retweets,
favorites, mentions, clicks and reach for your most recent tweets.

5. Influencer Ranks
The Influencer Ranks metric is important for companies developing their social strategy. This
Twitter insight allows us to see which Twitter influencers would be the most efficient at getting
the word out.

Website:
Our website will display banner which displays the App and it would be attractive banner which
would engage the customer attention on clicking on that banner it would directly lead the
customer to the app store where he is required to download the app

Key performance indicator for website:

Bounce Rate
The bounce rate will tell us the percentage of single-page site visits. Of our customers on our
website

Unique Website Visitors

Unique website visitors are first time visitors to your site for a defined period of time. These
visitors are counted once even if they have visited your site before. Unique website visitors are
determined by the users’ IP address. This will help us count new visitors.

Pages Viewed Per Session

The number of pages a user views per session is an important gauge to see how compelling users
find our content.

Average Time on Page

The average time on page explains the average length of all site visits combined. The average
time on page signals how long users stay on your site. This will help us for indicating user
engagement

Tools for website:

1. Google Analytics.

Google analytics will help us to find out what other keywords our visitors type in to find our
website or directly tries to type on google to search for our app. During the initial optimization of
our campaign, the number of keywords may be little such as size, lifestyle, beauty, Trend,
Classic, and Design etc. We will start getting more keywords being listed on organic listings, due
to our overall optimization effort. Along with that we are able to know which are the popular
pages and links, and measure whether our optimization campaign is directing the traffic to the
correct pages and how many new visitors that our search engine optimization campaign brings to
us and make the people to download the app and use the app to make purchases
Search Engine Optimization:
SEO stands for “search engine optimization.” Major search engines such as Google, have
primary search results, where web pages and other content such as videos or local listings are
shown and ranked based on what the search engine considers most relevant to users. We have
used keyword so that the users with the help of keyword will find our website and app

Google AdWords
Google AdWords is the online advertising platform owned and operated by Google. AdWords is
also the largest and most widely used online advertising network in the world, and millions of
businesses advertise online using AdWords to reach new customers and grow their business. We
will make sure that through promotion of Google Adwards the people could directly reach our
app and download it and experience it.

Objective:
The main objective is to create awareness about the newly launched application and its benefit
by using key words by the users which directly show the link of the app

Placement:
We will be doing SEM so the placement will be at top. Other than this we will try to be among
the first few searches.

Keywords:
Khadi, outfit, pret, online shopping, online booking, prints, new collection, easy buying,
convenience, women clothing, men’s wear, kid’s wear, accessories, home décor, khaadi home,
cusion covers, bathroom accessories, towels, curtains

Phrases:
Best Pakistani dresses, latest pret wear, latest summer/winter/Eid collection, Best bed sheets, best
quality towels, shower curtains, printed fitted sheet
 APP INTERFACE

Promotional Strategy
• Small videos explaining how the app would work

• Small in store launch where there would be digital screens and entire process will happen
in real time.

• Celebrity testimonial videos

• Influencer marketing

• Pop up which will lead the user to the play store page of app.

• Bloggers paid promotions.

Social Media Ad

Script: A split screen ad with a timer on the top with a message that how app is able to save the
time of our consumer. How the app is beneficial and useful and creating value for our customers
to not only save their time but also un-able them to search for the clothes they desired along with
the available sizes and nearby outlets.

Return on Investment:
App Downloads

Monthly Site Traffic

Online Registrations

Facebook Insights (Shares, Views and Reach)

YouTube channel subscribers and viewers

Email submissions

Pre-Launch marketing
• Small teasers.

• Engagement

Post launch marketing

• Feedback

• Optimize the app for App store