RETAIL MANAGEMENT

IMTIAZ SUPERMARKET

Presented By :
Alefyah Shabbir (10039)
Waqar Sajid (10671)
HISTORY
Imtiaz Store started in the year 1955 in Bahadurabad, with a very
small one room general store.
OBJECTIVE
Their objective or vision is to change their supermarket into a
hypermarket and serve as Pakistan's highest selling hypermarket.
They have been so far successful in their objective as it already
converted from a general store into a good supermarket. Currently,
it is one of the top most supermarkets in Karachi.
Location
Imtiaz Flag Ship Store is located in a very narrow lane of
Bahadurabad known as "Chota Market/Bazaar". The lane is
congested with poultry shops, fresh vegetable shops and spices
shops.
Although the location is not very attractive but still people come
there from far off places like Defence, North Nazimabad, Clifton
etc. because they get everything under one roof in Imtiaz.
Imtiaz has two branches one located in North Nazimabad and the
other near the KPT flyover.
MERCHANDIZING
Hierarchy
Serving more than 70,000 customers per day, Imtiaz Store caters an
assortment of more than 35,000 product variations and options.
Beauty Products
Confectionary
Food groceries
Beverages
Pharmaceuticals, sanitary
Sundry
Utensils and crockery (also includes decorative items)
Electrical Appliances
Buying Function
Imtiaz store has an open to buy (OTB) plan, which enables them to
achieve strategies and benchmark standards of customer deliveries.
It also does forward planning by forecasting sales and end of month
(EOM) inventories for specific periods. They pre-plan stock a week in
advance and store a week's worth of stock.

OTB helps Imtiaz Store fix the ideal amount of stock that should be
available at the beginning of any month and quantify new merchandise to
be received during the month.
The buying function of Imtiaz store is segmented into packaged goods and
perishable goods. The function is structured to meet the needs of the
store in managing a wide range of products:
Fresh Produce
Frozen Items
Non Foods (Personal Products/Household Goods/General
Merchandise/Apparel)
Foods (Packaged Grocery)
Medicines
Mark Down
There are often markdowns on merchandise like biscuits and
sweets. Their markdowns are seasonal, like during December,
when it's the wedding and Eid season

Shrinkage
Imtiaz faces a high level of shrinkage as it is always full of
customers, security measures are taken to reduce the level of
shrinkage.
SUPPLY CHAIN
MANAGEMENT
Suppliers
Imtiaz Store has a very good supply chain management system. It is
linked with large number of suppliers not only in Pakistan but also
covers few foreign countries. Its suppliers within Pakistan are:
Unilever
Procter & Gamble
National Foods
Ashrafi Flourmills
Colgate Palmolive
Jodiya Bazaar Merchants
 Warehousing
Imtiaz store has a warehouse within their store, which makes it
easy for them to deliver goods whenever their customers want.
Normally customers demand goods in bulk. As compared to other
department stores like Agha's, Imtiaz Store has a large
warehouse.

Vendor Management
Imtiaz Store has sophisticated vendor management. They
stock a week's worth of stock at the outlet.
RETAIL STRATEGIES
Branding
Imtiaz Store brand - Rice and Spices:
Imtiaz Store has been popular for providing excellent quality rice
under their brand named 'Ponam' rice. Besides rice, Imtiaz store has
also provided spices with its brand name.
It has own factories located in Karachi, in Korangi and the Super
Highway, and also exports to other countries.
Positioning
Target market
Retail positioning and reputation of the firm
Customer Service
Store Location
Retail Marketing Mix
Product
Imtiaz Store provides customers with a huge variety of all kind of products and
items to choose from.
Place
Imtiaz Store's location targets customers from all areasof the city.
Price
Imtiaz Store has an EDLP pricing strategy. Their products are priced on low
markups. They have different prices for imported products and sell local products
at reasonable rates
Promotion
They carry out promotional activities on certain occasions
People
Their employees are well trained and well mannered and serve the customers in an
efficient way
Presentation
Imtiaz Store has very good fixtures; it provides a comfort to the customers by
providing them with various varieties of single product under one roof. Besides
this, overall the store is clean, well lighted in order to make their display more
The Specials
Special offers
Special timings
Special services
Visual merchandising
The visual merchandise serves to create the right image of Imtiaz
Store in the minds of customer by providing the right ambiance.
Shop displays used are :
Live displays
Counter displays
End Cap displays
Store Atmosphere
Exterior
Signage - The storefront has been designed in a way that
compliments the color combination that has been used throughout
the store.
Interior The interior has been maintained in a way that proper
sections have been maintained for different kinds of merchandise.
Space Mix
Retail space management
Layout / circulation plan
Space mix
SWOT ANALYSIS
STRENGTHS WEAKNESS
Strong brand name Often face management issues in
EDLP Pricing strategy dealing with employees
Cities biggest general store serving Repetitive work results in de
around 70,000 customers per day motivated employees
The stores are located at very Congested isles
attractive and convenient locations Lack of parking facility at the flagship
Initiators in home delivery in the retail store
sector Lack of communication
Customer Loyalty earned in 57 years De-synchronised product displays.

OPPORTUNITIES
Growing populations means more
growth opportunities
Expansion to various other towns and
cities of Pakistan.
Opportunity of Vertical backward
integration into manufacturing sector
THREATS
Others may start EDLP
Due to security issues in the city, home
delivery may be unsafe and an added
burden to the store.
Growth of other stores like Naheed
and Chase up.
Foreign investors taking interest in
Pakistan retail business (hyper star)
COMPETITION
Local Retailers
General stores
Kiriana stores
Different Target Market
Limited product mix
 Chain retailers
Chase Up
Makro
Naheed
Location
Presence in market
Target Market
Assortment of product mix
Retail strategies
Layout
Space Mix
High end Retailers
Aghas
Farids
Ebcos
Niche target Market
Wide assortment of imported products
Pricing
Store Layout
Retail Mix
ISSUES
 Congested aisles
Competitors like hyperstar have decreased the strong consumer
hold Imtiaz had.
No focus on advertising
De motivated and un knowledgeable employees
Consumers face difficulty while shopping
RECOMMENDATIONS
 Decrease aisle congestions and improve layout
Synchronization of products, keep complementary products
together for consumers easy access.
Parking facilities at flagship store should be improved, Valet
parking facility can be introduced for ease of customers.
More aware and knowledgeable service providers for helping
the customers