2. ENTRNACE
At the entrance of the store there were two freezers for commodities, one was of
Omore for ice creams and cornetto etc and other was of K&Ns.
In freezer of Omore there was also ice cream of Walls and other local brands while
in other freezer of K&Ns there were only products of this particular brand.
There were shami kabab, nuggets and other frozen meals in small and large packs.
There were also packs of Dawn pratha lying in front while opening freezer.
3. AFTER ENTRANCE
• After entrance, there was a rack of LAYS having items of PepsiCo company. There
were lays chips , Kurkure and Cheetos displayed in these racks.
• There was also another rack of lays in which there were lays products and Slanty of
Kolson company.
4. PRODUCTS ALIGNMENT ON CENTRAL RACKS
• In the center of the store, there were different racks that were displaying bread of
DAWN in the front line while in the second row there were bread of MERIT. Beside
this, there were also rusk of DAWN placed in first row. These rusks were in economy
pack.
• There were different masala packs displayed in a row of National company from
beginning and ending at SHAN.
• Alongside there were also masalas of Mehran company. There were then other
products of National in front rows like salt and ketch up. Ketch up was in small, half
k.g and full k.g packs.
• In opposite side of this rack there were biscuits of almost all brands lying in 3
stepped rack. In the first step, there were biscuits like sooper, candy, tuc and Rio.
There were most convenient to pick. In the 2nd step, there were Naan khatayi,
Bakery, Party and peanut pik etc. they were also easy to pick and in the lowest step
there were Tiger, click, café etc.
5. SHELVES ALONGSIDE THE WALL
• In the racks along the walls, there were different brands of Surf. First of all there
was surf excel and Bonus above it. Then there were Brite and Ariel.
• There were also other local brands like Superman, Lion. There were also express
and sunlight but in smaller quantities and they were also in far side of racks. Surf
excel and brite were in bulk quantities.
• Above these , there were bottles of Jam a shirin in beginning while then Rooh afzah.
Both were present in small, large and family size bottles in almost equal numbers.
When asked the sales person told that number of family pack bottles is equal to
other two sizes due to Ramzan. In normal days they bring only half of that number
while in winter they donot bring family pack
6. PRODUCTS IN SHELVES ALONG OTHER SIDE OF
WALL
• On the other side of wall there were different brands of shampoos. In the main rack,
there were Head & Shoulder, Pantene ,Clear , LifeBoy , Dove , Bio Amla and
Sunsilk.
• Head & shoulder, Pantene and Sunsilk were in bulk quantities. They were present
in the beginning shelfs and were easy to pick.
• On the most upper racks there were diapers of Pampers and Abc and also Baby
diapers.
• Diapers of Pampers were in bulk and were present in all sizes 2,3 and maxi 4.
7. SOAPS AND DETERGENTS AND THEIR QUANTITIES
• There were also different soaps in racks. In the most beginning, there were soap of
Dettol, LUX, Safe guard and LifeBoy. These were present in single as well as family
packs.
• There were also washroom cleaning products. There were harpic and other local
acids. Local acids were present in bulk quantity of sweera bath cleaner.
• There were also Lemon max bar washing detergent in bulk quantity. Lemon max
was present in single soap as well as in economy pack. Economy packs were in more
quantity.
8. DRINKS AND JUICES
• In case of drinks, there were bulk of sprite and coke. Where as pepsi and seven up
were in fewer quantities.
• Moreover sprite and coke were in front and upper steps where it was easy to pick.
While pepsi was in lower rack of freezer.
• In case of juices, there was bulk of Nesfruita in both small and large sizes. Where as
nestle juices were also in large quantities but fewer than Nesfruita. And also small
number of slice juice in small packs.
• In front lines, there was Nesfruita but packaging of Nestle was attractive.
9. PACKAGING, CONVENIENCE AND
PROMOTIONAL ACTIVITIES
• Mostly the products were available in family packs and sizes.
• And the products of famous brands in Pakistan were present in front lines and in
the most recent shelfs. These famous brands were present in first shelfs which were
convenient to consumers.
• There was a promotional activity of Mehran company that they were offering
different prizes. There would be card in the double pack of masala , you have to
scratch that card and send its number. In return you get points for bumper prizes
and you get instantly balance also.
10. COMPETITORS
• The competitor of National were Shan and Mehran.
• The competitors of surf excel and sunlight of unilever were brite of colgate and
Palmolive while Ariel o P&G company.
• Competitor for Harpic was sweera bath cleansing. While for Pantene and head &
shoulder of P&G were dove, lifeboy and sunslik of unilever.
• Competitor for knorr noodles was maggi. But knorr was in bulk quantity.
• Competitor of pepsi was coke while coke having preference over pepsi. And in case of
juices, Nesfruita was a strong competitor of Nestle. Whereas slice was smaller in
number than both above mentioned.
• Olpers of Engro food was a very strong competitior of Nurpur of Fauji foods.
11. SALES PERSON AND CUSTOMERS
• Most of the customer coming to the store were families. They were buying
commodities in bulk for longer period of time.
• There for these families were buying goods mostly of family pack. i.e bundle of
bottles, family pack bottle of jam a shirin, economy pack of lemon max bar etc.
• Almost all the customers belonged to upper middle class and a few were labours
buying individual single pack goods.
• Sales person were very friendly, they almost knew about all of the customers and
were delivering goods to their vehichles.
• Moreover they were also guiding customers to find the good of their concern.
• Moreover there was no specific uniform for sales persons.
