Abstract:
The project aims to evaluate the existing marketing plan of Khaadi, Islamabad and after a comprehensive research it identifies areas for improvements for the organization. Following a brief literature review, the project unfolds the vision and mission of Khaadi and then moves on to explaining the problem statement. The project has been completed after in-depth study of the consumer buying behavior and what triggers the target market into buying Khaadi products. The primary data collection method opted for this project is survey and interviews with the target segment. A full-length interview was conducted with the manager at Khaadi, Islamabad. In conclusion, recommendations are given to optimize the value through an integrated marketing approach.
