IIM CALCUTTA MARKETING MANAGEMENT GROUP C4 KHADIMS PRESENTATION

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Khadim’s is one of the oldest and most prominent footwear brand in the economical category. Our initial study about the firm revolved around brands, products, and store locations among other things. Based on these observations we concluded that Khadim’s distribution network is one of its key strength which is why we decided to focus on distribution strategy of Khadim’s, both online and offline. Our analysis is primarily based on information from interviews with the following key stakeholders of Khadim’s:  Mr. Sabyasachi Sanyal , Senior Marketing Manager  Mr. Akhilesh Singh, Sales Manager  Mr. Prashanth Banik, Store Manager The primary source of information is also backed by the secondary analysis done by team members. The report does a critical analysis of the distribution strategy of the company. The key findings were in the areas of the formal feedback systems, distribution architecture and margins, branding and marketing strategies, online retail distribution and future plans, their target segments and distribution systems, discount strategy, sales targets, level of IT involvement in inventory management, product retrenchments, dealer relationships and terms and conditions of selling. Khadim’s envisions a pan India presence and has embarked on an expansion project. This explains their foray into online marketplace and recent fund raising activity. The recent fundraising by Khadim’s from Reliance Private Equity Fund and injection of new board members is clearly bringing fresh perspective and expertise which will help Khadim’s to prepare for the next level. The latest attempt at celebrity marketing reflects the shifts in paradigm in marketing philosophy and it’ll be very interesting to see how the company evolves from here. “I am not a magician, but we are a strong team now and, with new learnings from our equity partners, we understand the national market better,” – Siddarth Roy Burman