Kayseria

12/2/2015

Kayseria Sales managementSubmitted To: Maam Anum ShahidSubmitted By: Swaira Mohsin (909) Zahiya Tariq (918) H. Samia Afzal (879)

Kayseria (Sefam)Background: SEFAM TODAY IS THE CULMINATION OF A 28 YEARLONG JOURNEY IN QUALITY AND INNOVATIONSefamis aPakistanihigh-end fashion retailer and one of the country's leading businesses.Sefam was established in 1985 with the aim of manufacturing and retailing quality embroidered fabrics, equal in quality to the best in the world, made in Pakistan.

Founding:Founded in 1985 inLahore, its parent company isSefam(Pvt.) Ltd.Sefamwas established in 1985 with the aim of manufacturing and retailing quality embroidered fabrics, equal in quality to the best in the world and made in Pakistan.Sefamstarted out with the Bareeze brand of embroidered designer fabrics but has now grown to a family of 12 brands, each of which are the largest in their category in the Pakistani market. Kayseria is also its brand. We are going to tell you about Kayseria a brand of Sefam because telling about Sefam is a difficult thing we have to tell about every brand which will be difficult for us to describe and get answers of our questions.

Brands: Urban Culture Bareeze Home Expression Bareeze man

Leisure Club Shahnameh Chinyere Kayseria Minnie Minors Rang Jaa Super Squad Fabric Store (Coming Soon)

Network:Kayseria has shops in Pakistan and four other countries:India,Malaysia,United Arab EmiratesandUnited Kingdom. It also has a network of franchises.Some questions were being asked by their HR mangers and Sales managers due to which we came to know more about their brand. Kayseria itself is not a store its a brand which came under the brand name Sefam. We all know that by questioning them and by searching the internet.

Kayseria

Kayseria brings you a very special selection of pure silks and cottons in form of exclusive prints, complemented by beautiful and intricate embroideries and embellishments, to create a stunning array of fabrics, colour and designs. The designs crafted at Kayseria are trendy yet traditional, encompassing the richness of our ethnicity and culture. If you want to pamper yourself, indulge in someone you love, or just feel special, take yourself to nearest Kayseria store. Kayseria gives you real designer clothes at affordable prices.

Define historical background and history of the Kayseria?Kayseria has the same history as of Sefam. Because the brand was established at the same time but they separate it after some time.Kayseria by Bareeze - is the brand for the lawn prints by the well-known embroidered fabric producers. There has been a demand by our various website visitors to add this brand to our lawn collection pages. So here we are with some of the pictures from the public domain that we could put together for all the admirers of the brand.Made from lovely soft cotton and voile, Bareeze truly brings magic in print with their very popular range.The brand is well known for their embroidered collection as well as their home textile i.e. bed sheets and duvet sets made from luxurious cotton and with chiken (schiffli) embroidery with laces and trims.The brand has been operating from various locations at Karachi, Lahore, Islamabad and several franchised outlets all over the country. They have outlets in Dubai and in Delhi, India as well.They have a number of ranges to cater for kids, men and women, formal and casual. All their products are exquisitely beautiful and are very much in demand by people from all walks of life.The year (2011) the summer collection is called Prints from Paradise. These are pretty enough to be so aptly called. We have collected some of the prints to show case here for the loyal admirers of Bareeze to feast their eyes on. The way it is this year, most of the brands such as Kayseria are being sold out before you know it!

Selling approach used by Kayseria?Selling approach is something which refers to the step by step approach taken by the seller in order to sell the goods or services to aprospectivebuyer.The sales managers of Kayseria uses different approaches for selling their products. They have categorized their approaches in two parts. Most expensive Less expensive

Most Expensive: TV commercials Radio They mainly focus on TV commercials because every house has television and women watch TV through which they came to know about the new product and design of their favorite brand. Kayserias sales managers make a unique advertisement and give it to different cable operators for showing it in their cables. The advertisement is of 2 to 5 mints which has a huge cost and that short time advertisement contribute a lot in their sales. These expenses are made for the Elite class

Less expensive: Hoardings Bill boards Steamers Banners Flyers

These are less expensive company dont spent much on them. They put boards on road and also put steamers for selling their products. These are done for the Middle class. The prices are also in the range of them. It may happen that the product is not that up to the mark but their sale is higher than othersData base is also a way of selling the products. They keep record of their customers. They take cell numbers and name of them to inform them about their any type of new product and any type of sale discount and many other offers of such kind.

How do you go to the changing market situation?Market situation refers to the trend of the market towards any product or taste of people. It changes time to time. In view of HR DepartmentWe only make a specific number of prints and designs so they normally dontface any such problem. But if it happens they keep all their stocks in their ware houses or may be start discounts and such offer due to which their product get sold.In view of Sales DepartmentMarkets situation is checked and then make any decision. They put steamers on the roads to check the interest of people towards their product. Its the best way of getting their product sold. If any print is blocked then the situation is referred to marketing department. After that they perform their functions towards the products.In view of MarketerMarketers do two kind of surveys Direct survey (Two way communication) BTL (Below The Line Activity) Direct activitiesI. Customer SurveyII. Stall ActivityIII. Store InterceptIV. Promotional Stall Indirect survey (One way communication) Radio TV ATL (Above The Line Activity) Social media e.g. I. FacebookII. Twitter These surveys are performed by the marketers to know about the market situation. The taste of the people and also the trend of the market. This help them knowing that which product is mostly demanded in which area. They provide the specific products in their highly demanded area. These aspects give a clear view of their way of meeting the demands of the people.

What do you do next to meet the current requirement?They follow different steps for meeting the requirements the designers of Kayseria revise the book name Pantone (a book having code of colors) for meeting the requirements of the people and of the market. They urge the customers in different way they put billboards and steamers on the roads to attract peoples attention. Because people get amused or attractive towards the product shown on the steamers. The prints and designs they show on the billboards are the most sold out prints. They earn a lot on these prints. They way of showing the print on the billboards and steamers is so attractive that the person who is seeing it become eager to purchase it and he also do it. So, their each product give them profit may be less but it gives.Catalogs and flyers are very important for the sale of any print especially for unstitched dresses. Catalog are the full detail of the product and the styles for stitching the dress. Catalog contain the stitching styles of the complete range of their different prints offering in a specific time. Flyers are the pictures in the bags of the unstitched dress. This picture shows that how you can stich your dress and it becomes useful regarding to their sales.Without catalog the sale is low and down because customer dont know how to stich the dress. In that case they avoid to purchase the dresses. When catalog reaches to the retail shops of Kayseria their sale increases. They know that females dont buy the dress until they have no idea about stitching the dress. They also take help of E-Commerce. They do online selling which help them to show the people not living in the cities in which they have retail shops. So they can also know about the taste of that city. It may help in international trade. They also provide their products in different countries like Dubai. They supply their product according to the demand of that specific area.

They make different type of qualities of the same product like recently when winter started they made warm shawls in two different qualities heavy and light. Firstly, they provided light quality but the region like Murree and Swat the temperature was low they needed heavy quality and in Lahore there was demand of lighter shawls. So, they supplied their lighter shawls in Lahore and the heavy shawls without doing any campaigning supplied in Swat and Murree.

How do they do business portfolio analysis?They have different tools for doing portfolio. They do it step by step. Firstly, they do sector by sector and then brands are take into consideration its because of their various brands. Which fabrics is sold most and where it has been sold.E.g. Lahore, Karachi, Islamabad They get all the information and requirements on the basis of region in which their fabrics is sold most. AOP (Annual Operational Plan) is performed every year which starts from July. Every sector and region is given a target and they have to meet and fulfill their target. They keep record of their each and every part of the sales they have made. They calculate the cost which is being spent on the production of the product. Then the cost, sale price of the product is compared Gross profit, Gross Profit Margin, Selling Cost, Commission, Advertisement expenses and all the expenses related to it are being calculated at the specific time. After this it is also checked that if all the products have meet their target or not. Next focus is on fashion Kayseria classic Loose Fabrics Kayseria Pret Stitched The stitch clothes are designed on the demand of the market of that specific market. The clothes are designed city and country wise. They make all the clothes according to the stitched clothes. Due to which they are still present in the city with such a fame and most selling industry.

Shops training is also a part of business portfolio they firstly train their employees then they sent them to their different branches for selling. The cost of printing and dying are included in their portfolio. They conduct some special classes for printing and dying the expenses incurred on it are also included in it. They also tell about the margin which should be allowed to the customers and also the price on which the product is going to be sale. Do you prefer new one or retain one if you want to retain?They mostly prefer the employees already working with them there are some of their points. Existing store Most saleable store Stores with higher inflowThey first priority are their above mentioned aspects. For using and retaining their own employees is a greater benefit for them its cost nothing and they dont have to spend extra money for the training. They take a view of all their store and the store with higher sales are selected for retaining

the workers working in that stores which will contribute in their profit with a higher ratio. They have a view that they should not let their best employees. They gave them 2 to 3 years to prove their selves if they fail to do so they close their store in that specific area. During that period they totally check the sales of that stores. This line somehow relate to their objective for their work. With this their former employees are motivated and try to do the work up to the mark.

How do you recruit your employee?Recruitment refers to hiring new employees in your company. It is done for the fulfillment of the companys goals and tasks.

In Kayseria each department firstly itself finds if there is a need of new employee or worker or not? It yes then the next step is to find for which designation there is a vacancy. When they do all this they tell the HR department about the vacancy. After this the work of HR manger and department starts Firstly they check or find from their internal resources e.g. internal data If they dont find any worthy employee from internal data they see or search from the C.Vs they got from different persons from different areas and of different academic records. Then HR manager and his assistance prepare a short list of the selected persons from the C.Vs and call them for interviews There are no hard and fast rules for taking interviews it may be Structured Un structured

The interview is taken by the line mangers and the HR managers. They make all the setup for the interview and selecting the employee. The decision of selecting the employee is taken by them and their decision is final. They select the dominating person from all.

Character certificate of the employee is taken from the previous company where the employee was working before their hiring. In the case of fresh graduated and masters the certificate is taken from the university and college. Then the employee tells about the joining date and reporting time. After the joining company gives orientation to the new employees in which they are told about their job. They came to know about their duties and goals.

How do you train and motivate your employee?Training is something which is done for increasing the skills of their employees and which directly increases the production. In Kayseria they annually check the working of their employees. It is checked whether they have met their goals or not. If they have not met their goals they are given training regarding their fields of work. While giving training they also see their performance because they have to check at which level they need training. Line mangers do training and also training session is conducted they sometime hire out source for training. They take reports of the employee during training whether to stop or continue the training. Motivation is also a way to improving the skills of the employees. They take different steps for motivating their performance. Performance appraisal Bonus PromotionThese are some steps they take for motivating their employees. By providing such services they can easily motivate your employees. If the employee fails to complete the task they dont discourage them in spite they encourage them for working hard.

Which benefits and incentives you give to your employees?Benefits and incentive are also a way to motivating the employees. Kayseria also provides some benefits and incentives to their employees. In this way they please their employees and take work from them.

Medical insurance Life insurance Provident fund Loan Annual increment Discount The discount is given at the time when the employee buy the products for any of Sefam brand.

What are your management planning models?As it is already described that Kayseria is a sub brand of Sefam so their planning models is same for all they had assigned one manger some brands and the rest brands to the other manger.

mdncmsdnc,

The further division is done as follow:

How you contact with their customers? And who are your peak customers?In view of Sale department: They contact with their by providing them different facilities and the record they made while making bill.Their peak customers are the buyers of lawn and cheap fabrics and the buyers of Khaddar. In view of Marketing Department: Customer client, Age groups and Income sector are the ways of communicating and contacting with their customers. Different sectors are selected for contacting with their customers. Retail network Width & widesThey set their peak customers according to the most selling product of their own.

Which type of relationship they made with their customers?They demand extreme loyalty from their customers. They built a storng relation with their customers.Following are some ways of making relation with their customers. Loyalty card Discounts Season salesLoyalty card is made according to the sales the customers has made and the discounts also. They train their retail staff to maintain and make relationship with their customers.

Define your sale department?They have different sales departments like: Kayseria Exclusive (Chiffon) Kayseria Classic (Major Sales) Kayseria Pret Kayseria Accessories

Every department have further sub departments and they do their respective works. All the employees are assigned work according to their heads.

What is your sales hierarchy?

What is your marketing hierarchy?

Conclusion and recommendation?By all the study and research on Kayseria we can conclude that they are having a good relation with their customers and their selling is good. They are progressing in all the sectors of their brands.We only recommend that they should try to lower down the prices of some of their products so the middle class people can have an easy access to their products.

1