12/2/2015

Kayseria
Sales management

Submitted To:
Maam Anum
Shahid
Submitted By:
Swaira Mohsin
(909)
Zahiya Tariq
(918)
H. Samia Afzal
(879)

Kayseria (Sefam)
Background:

SEFAM

TODAY

IS

THE

CULMINATION

OF

28

YEAR

LONG JOURNEY IN QUALITY AND INNOVATION

Sefam is a Pakistani high-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 in Lahore, its parent company is Sefam (Pvt.) Ltd. Sefam was 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. Sefam started 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
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 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
Emirates and United 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.
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 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 a prospective buyer.
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:
o TV commercials
o 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:
o
o
o
o
o

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 others
Data 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 Department
We 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 Department
Markets 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 Marketer
Marketers do two kind of surveys
o Direct survey (Two way communication)
BTL (Below The Line Activity)
Direct activities
I.
Customer Survey
II.
Stall Activity
III.
Store Intercept
IV. Promotional Stall
o Indirect survey (One way communication)
Radio
TV
ATL (Above The Line Activity)
Social media e.g.
I.
Facebook
II.
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.
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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
o Kayseria classic
Loose Fabrics
o 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
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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 inflow

They 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?

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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.
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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

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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
Promotion

These 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.
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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.

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 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.

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mdncmsdnc,

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The further division is done as follow:

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 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 & wides

They 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 sales

Loyalty 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?

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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?

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 What is your marketing hierarchy?

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 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.

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