Kay Kraft Bd

Topics: Marketing, Product differentiation, Market segmentation Pages: 12 (2894 words) Published: June 25, 2013
1: Introduction
Background of the study:
We all know more or less about fashion houses. But to attain clear and practical idea about fashion houses our “Business Communication” course instructor recommended us to visit, acquire knowledge and prepare a term paper on a leading fashion house named “Kay Kraft”.

Objective of the study:
We learnt many things during preparing this report. We learnt some basic strategy to run a fashion house, how to retain customer, how to survive in a competitive market, how to serve the customer and how to move forward with it in future. Our these knowledge and experience will help us in future to prepare more reports about an organization and will help to understand management system of any fashion house as well.

Data Collection Method:
To collect the data or information about “Kayfraft” we visited there, which is located at “Deshi Dosh”, Bashundharacity, Panthopoth, Dhaka. We talked to the branch manager, cashier and employees as well as with the customer who were present that time in the fashion house. We collect the information’s through asking them questions and from the observed field directly that is from primary source. We took the help of a book named “Principles of Marketing” by Phillip Cotler & “Kaykaraft” website as secondary sources.

Limitations:
We didn’t face many problems as all of our group members where interested to it & active. But the only limitation we faced while we asked them about their financial situation that is their net and gross profit. The branch manager was not eager to disclose all the financial data. We tried to contact with the owner directly but it was not possible just because of they were in Canada.

2: Report findings, analysis, Discussion
2.1: Theoretical foundations:
1. Marketing Mix
2. STP
3. Pricing Strategy
4. Distribution Channel
5. Promotional tools
6. SWOT Analysis
2.2: Company Profile:
* History:
Kay Kraft was established by the entrepreneurial wife and husband team of Khalid Mahmood and Shahnaz Khan. While still a University student, Shahnaz Khan first introduced Kay Kraft to the clientele through a home-show back in May 1993. They started with the capital of 35000tk approximately. Later on they invested more to extend their business. The following home-shows during the years '93 and '94 were most significant for Kay Kraft to assess market potentiality, exposure to clientele and their expectations, experience with available recourses and those which could be created or refined. Major turning point arrived in '95, Kay Kraft won the only fashion competition of the time –“ The Bichitra Eid Fashion Competition”, where Kay Kraft took first place in the men's section and was awarded a prize for the women's section; the huge market response was no lesser significant.

2.3 Slogan: “Art of Tradition”
2.4 Logo:

2.5 Locations:
1. Sobhanbag Mirpur Road
2. New Bailey Road
3. KK economy Sobhanbag 
4. Plaza A.R Mirpur Road 
5. Banani Road # 11 
6. Malibag Near Mouchak 
7. Banani Kemal Ataturk Avenue
8. Mirpur Opposite to National Stadium
9. Rifles Square Dhanmondi Road# 2
10. Bashundhara City [Deshi Dosh]
11. Aziz Super Market, Shahbagh 
12. Uttara
13. Afmi Plaza, Chittagong [Deshi Dosh]
14. Montreal 671 Jean Talon W CANADA

2.6 Mission:
Mission of a company is what a company wants to accomplish in the larger environment. After our survey we found out they have some missions....

Bibliography: 1. Web site: www.kaykraft.com
2. Direct Customers
3. Branch manager & sales executives of Kay Kraft, Deshidosh, Bashundhara Branch.
4. Prothom Alo, Noksha 16th August.
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