Marketing Strategy and value innovation, Blue Ocean strategy , the competition.

1. M. Shariq Manzoor

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