Imtiaz Super Market , Marketing Strategy
- 4. Introduction Established in Bahadurabad (Karachi) in 1955 Pioneer of the retail industry of Pakistan. It is offering products for everyday use Convenience, range, excellent customer service and unmatched affordability are few features of Imtiaz super market “you can get everything under one roof”
- 5. Vision “Our vision is to be recognized and respected as one of the premier super markets that is creating a world where everybody can buy like rich” Mission “We Want Customers For Life” To earn customer’s loyalty, we must unlock the potential of customers buying power to improve their quality of life.
- 6. Imtiaz offer wide variety of products. Offers both imported & local products. It is estimated that its yearly turnover is between Rs 40 Billion to Rs 60 Billion, which makes it the market leader in the segment, ahead of Metro and Carrefour About Imtiaz
- 9. Stock out of High Demand Products Difficulties in Navigating products in store Long Ques of Customers Search for transport spot Lack of Walking Space Internal Challenges
- 10. New entrants of Departmental store Increases of Taxes by Govt. Regulations External Challenges
- 11. We can get grocery, stationary , bakery items , electronic items each and every thing under one roof. The super markets offer a wide variety of a single product. The customer is just to pick the one which he/she likes the best. Although we can get some discounts on these stores because they offer wholesale prices. If a product is defected there is a possibility to exchange it by showing them the receipt of purchases. Advantages of Super Market
- 12. The main disadvantage is that the customers are often suspicious and ask “IF THESE THINGS ARE FRESH?” Destruction of local retailers. The employees and other staff do not pay adequate care and attention. The customers should bring goods up to the counter by themselves to pay bills. Most of the customers specially women shoppers do not like this. We go and think to purchase a single product but we came with too many purchases. Disadvantages
- 13. Imtiaz has following competitors which are described as follows: 1. Hyperstar 2. Metro 3. Carrefour Competitors
- 14. vs
- 15. Imtiaz vs Carrefour The carrefour store in Pakistan is the part of the Hyperstar (brand name used by Carrefour in several locations around the world) Carrefour is able to cater to a wide variety of customer segments by offering an unbeatable choice, quality and value at the best price Imtiaz provide less choices compared to Carrefour
- 16. Both Imtiaz and Hyperstar are perceived to be big discount stores with ample parking spaces Currently Imtiaz has five stores in Karachi Hyperstar has six stores in Lahore, Karachi and Islamabad. Its recently opened store at Emporium Imtiaz chose to open their outlets only in Pakistan but it is the only one who do million of home delivery to the customer Imtiaz Vs Hyperstar
- 17. 0 10 20 30 40 50 60 70 80 Imtiaz Carrefour Sales in Billions Min Sales Max Sales Imtiaz yearly turnover: PRs. 40 billion to Rs 60 billion Hyperstar yearly turnover: PRs. 50 billion to Rs 70 billion Imtiaz Vs Carrefour
- 18. vs
- 19. Imtiaz has six stores in Pakistan Metro, after its merger with the House of Habib (HoH)’s Makro, it has now nine stores in four major cities of Pakistani. The sales volume/inventory turnover per store of Metro is around Rs 300 million to Rs 350 million.. Imtiaz Vs Metro
- 20. Pepsi and Unilever are the biggest suppliers of Imtiaz while Nestle is the biggest supplier of Metro The average monthly sales by just one supplier – Nestle – amount to Rs 230 million at Metro and Rs 180 million at Imtiaz The average total sales by an Imtiaz store amount to Rs 5 billion in comparison with Rs 1.8 billion at Metro Food contribution in store sales is 70 percent at Imtiaz and 80 percent at Metro while the contribution of non-food items is 30 percent and 20 per cent respectively Imtiaz Vs Metro
- 21. 0 10 20 30 40 50 60 70 Imtiaz Metro Sales in Billions Min Sales Max Sales Metro’s annual turnover in 2017: Rs 40 billion in 2016: Rs 38 billion Imtiaz Vs Metro
- 22. 0 1 2 3 4 5 6 Price Convenience Quality Accessibilty Trained Staff Technology Parking Imtiaz VALUE CURVE OF IMTIAZ
- 23. 0 1 2 3 4 5 6 Price Convenience Quality Accessibilty Trained Staff Technology Parking Shopping Mart Industry Strategy Canvas Imtiaz Metro Carrefour STRATEGY CANVAS OF IMTIAZ AND COMPETITORS
- 24. • Complexity of infrastructure • Hassle to go different places ELIMINATE REDUCE RAISE CREATE • Self service culture • Trust and coperation • Customer service branch at different locations • Accessibility • Proper queue management system • Promotions • Branches at different locations • Customer service • Limited options available • Prices ERRC MODEL
- 25. Six path frameworks Focuses on creating value through promotions and effective pricing strategy Focuses on competitive position i.e accessibilty Focuses on better serving using technology and making convenience Functional : Convenience one roof solution Emotional : Consumer Needs Focuses on wide range solutions Under a roof grocery shopping solution Introduced convenience shopping facilty against traditional hassel shops Functional : hassle free Emotional : Time saving Helping to make shopping more easy Online services, door step
- 26. Buyer Utility Map 6 Stages of Buyer Experience Cycle 6 Levers 1. Purchase 2. Delivery 3. Use 4. Supplements 5. Maintenance 6. Disposal Customer Productivity Simplicity Convenience Risk Fun and Image Environmental Friendliness
- 27. THREE TIERS OF NONCUSTOMERS Buyers who minimally purchase an industry’s offering out of necessity They have never thought of your market’s offerings as an option. These are buyers who have seen your industry’s offerings as an option to fulfill their needs but have voted against them
- 28. Disruptive growth Imtiaz can make disruption by start dealing in books, novels etc. Disruptive growth would be experience if it start dealing in school uniforms, school bags, stationaries
- 29. Recommendations Imtiaz should increase parking area Very narrow space that two trollies can not move so space should increased Long lines at the counter so counters should be made on every floors Imtiaz should increase imported items
- 30. Thank You