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Quality products, services help in customer retention

Quality products, services help in customer retention

Interview with Mr Sajid Katiya — CEO, Sacha’s Cakes

PAGE: Tell me something about yourself, please:

Sajid Katiya: My name is Sajid Katiya and I am a Serial Entrepreneur. Currently working as CEO of Sacha’s Cakes, Co-Founder of Pakistan’s First Uniform Platform ( and Dhaggey Abayat (

PAGE: Could you share your experience of launching your brand?

Sajid Katiya: I have launched multiple brands. There are couple of things essential to launch a brand.

  1. Unique Selling Proposition.
  2. Strong Brand Identity.
  3. Identification of Target Market.

Every entrepreneur has to be on toes since there is cutthroat competition. Customers have plenty of choices so quality of product and excellent service help in customer retention.

PAGE: Which brands launched by you have fared well?

Sajid Katiya: I have relaunched Sacha’s Cakes which has become a leading Customized Cake brand in Karachi. There is no better feeling than the success of the brand. I intend to launch more brands in the days to come. I also advise the youth to opt for entrepreneurship instead of seeking employment opportunities.

PAGE: Brand equity is the worth of a brand. What is your perspective about it?

Sajid Katiya: Yes it is. It depends on brand awareness, perception and loyalty. Brand equity is the evidence of success.

PAGE: Brand management begins with an analysis on how a brand is currently perceived in the market. Your views:

Sajid Katiya: Yes it is. It is very important to do SWOT (strength, weaknesses, opportunities and threats) analysis of the brand as well as take customer feedback. Brand management skills are crucial for the success of a brand.

PAGE: Brand loyalty is when customers continue to purchase from the same brand over and over again, despite competitors offering similar products or services. How would you comment?

Sajid Katiya: Brand loyalty is something that a customer not only buys from the same brand but also becomes brand’s advocate as well as let go few glitches if any.

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