A leading grocery store in the premises of Gujranwala where every family comes and fulfill their basic needs within reasonable prices.

4. Rana Umer Store was establishedin 1965, Mr. Qazi Bashir Ahmad was theowner.
First our shop was in the main market Satellite town. But an accident happens, and our whole
store was destroyed.
Then we moved our business towards new location on Dastgir road near Chaudhary
Hospital, the location where everyone gives a negative opinion and forecasted that the store is
not going to run.
We have new stores, diaper stores, warehouse & separate ladies and gents gym.

5. Rana Umer store is not just a name, it’s the believe which people keep on us. People trust on
us for our services and the products we are providing.
Every branch has its separate manager who is responsible for its branch. Mr. Babar Sultan
is the overall manager, who keeps an eye on all the branches of stores.
All stores are responsible for the purchase and maintenance of their own inventory. Every
store purchases their inventory how much they needed and then send the record to the overall
manager of the stores.

6. It is estimated that we have overall 330 workers . But when there are event like time period
fromRamadanto Eid-ul-Adha, we increase the total number of workers from330 to 500.
Upper or middle class both come here because we prefer quality products keeping the
prices in a reasonable range for the customers.
Throughout the year we havea huge turnover of sales but in Ramadan our sales are at peak.

9. “

10. To capture the maximumcustomers.
We prefer imported products instead of local products for our customer.
To earn maximum profit having maximum sales.
Giving people variety in the products is to give them the chance to attract more
towards our products.
To keep any eye on competitors and wouldalways one step ahead fromthem.

11. Rana Umer mainstore is locatedon Dastgir road near Chaudary hospital.
2nd branch is locatedin Satellitetown, 3rd is in People’s colony & the 4th is in Pasrur road.
The upcoming project is in Gujranwala Cantt. The people of Cantt purpose us to start our
store over there and deal the customer throughour grocery items in reasonable rates.

12. For about 3-4years ago, we have made setupof computerizedsystemfor our stores.
Now from our inventory to sales all steps are dealed through computerized system. The
inventorywe purchaseis recorded in our systemand we keepan inventoryof about 1 year.
Wheninventory gets decreases then automatically we are informed to renewthe inventory.
The sales of the stores are also computerized; we are using bar code system, computerized and
other systems for this.

13. We have made many achievements throughout our journey, one of the best achievement of
our’s is that we have sponsored the show “Eidii Sab K Lye’, the first ever live show organized
in Gujranwala.
New palmy beauty soap gives us “the best in-store display” award.
All Special Person Association awarded our owner by “Honorable guest” award in two
different eventsand manyother awards.

14. Departments dependuponcategory and on number of floors.
Firstly, Category is like we place our items in specific area which is just like rooms. We don’t
prefer to place the goods in lines. This thing differentiates us from our competitors in a well
way.
Secondly, departments depend upon the number of floors each branch have. Each floor has
different departments and there is 1 incharge for every floor who is responsible for that floor.

15. Pulses
Spices
Fruits and vegetables
Jam & ketchup
Beverages
Cooking oil & ghee
Mosquitoes killer and toiletcleaner
Shampoo and hand wash
Beauty soaps
Tissue andtoothpaste
Surf and dishwasher
Diapers
Perfume andbody sprays
Hair colour and body lotion
Cosmetics

16. Plastic items
Crockery
Electronics
Toys
Decoration items
Sports items

17. Rana Umer store target two class of people i.e. upper class and middle class.
The store is dealing in quality products but in reasonable prices whichis affordable for
both classes.

18. Rana Umer store market consists of end consumers who prefer to use different grocery items
for their convenience.
We segmented the market on the consumer basis.
As we know that according to consumer basis market is further segmented, and our store
further fall in:

19. The store is dealing in the products of different age groups of people.
The things available for both thegenders in the store.
The people purchase according to their incomes because the store is dealing in reasonable
prices.
The customers having different occupations are also purchase the items according to their
needs.

20. The store deals withthe peoplehaving different lifestyles.
We deal in social class to capture maximumshare of the market.
Customers have different interests according to their needs that’s why we also keep an eye on
customer’s interests.
This segmentationgives a lot of moneybecause in this we deals with psychy of the customer.

21. A business can know their current position in the market only because of their competitors.
The maincompetitors are Al-Noor and Imtiaz store and manyother small scale stores.
First our competitors were only Al-Noor and other small scale stores but few months back a
well-known name Imtiaz store enters into the market of Gujranwala. But that does not put an
effecton our businessbecause we are providing our customers the best.

23. The products we usedto sale hadalreadygood brand and quality.
We haveexclusive access to high grade products.
Our reputationis good among customers.
Prices of our products are lowest all overthe city according to the market.
Our distributionof product is verywell and accessible in the store.
We havestrong unique selling point and effective supply chainmanagement.
We have also highservice standard, good financial positionand loyal customers.

24. We have no online business.
It is not easy to expandbecause capital is limited.
The store has not proper car parking system.
The uneducated workers are also of our weakness.
There is also a lack of walking space.
The long waiting lines in the counter sections for billing also fall in our weakness.

25. They have the opportunityto openonline stores.
An unfulfilled customer need is the opportunity for Rana Umer Store to fulfill their needs and
get more profit because of more selling.
They havemore opportunities to openmore branches in rural areas or move to new market..
By using new technologies to provide products withbetter way.

26. There is a price competition and competitive environment in themarket.
Where there is business there is competition so the entry of strong competitor in a market.
The lack of supply, corrupted staff and improper supply system (Transport) are also falls in
threats for us.

28. To give the customers best things in reasonable prices.
Stocked the items in bulk so customers can get the things easily.
To providebest services to the customers
Proper buildings in whichthey invite customers to do shoppingin a peaceful environment.
Rana Umer hire the staff on the basis that they should be trustworthy and deals with the
customer in a friendly environment.

29. “ It includes that how your store looks likeor is it
convenient for customers to reachhere easily
and is the store providing quality products,
best services or not to the customer.”
Branches are located in mainareas so people can easily purchasetheir grocery items.
Rana Umer is providing quality products to customers in low prices.
Every floor has a separatesectionwhichis convenient for customers to findthe things easily.
Prices of the product are fixed & labelled so there is no chance of bargaining here.

30. “It includes that what your customer expects from
you. No doubt, he alwaysexpect the best.”
Rana umer is working under a cleanenvironment just for the customer satisfaction.
The workers are alwaysalert that whenever and whatever the customer wantsthey are just a
call away by providing their best services.
The store hires the workers who are active and are good to managetheir duties.
Example : perishable items including vegetables and fruits.

31. “The thing which does not comes in your mind
but the store provides you by keeping in
viewthe benefits of the customer.”
From time to time Rana umer offers different discounts and also different coupons schemes
to thecustomer by giving their best.
The air conditioner facility is also consider as augmented product because some stores are not
dealing in cool environment.

32. “It includes that we are not enjoying the
benefits of the things but in future
we will feel thembetter.”
Rana umer store dealing with the products in low prices. The customers are shifting to Imtiaz
super market because of more varietybut they don’t feel that theycharge much more.
The customer should always consider his pocket and purchase the things in low prices rather
than to cover a long distance just for variety.

34. “Durable and non-durable goods fall in durability.”
Non-durable goods are used readily and finish early. The items including shampoo,
detergents, soaps, and creams etc.
Durable goods, the things which the customer uses for the years. The items including
electronics goods, stainless steel products, decoration items, crockery etc.
Tangibility means that the store is providing best services to the customers by dealing with the
quality products, by hiring skilledand active workers .

35. Consumer product is for end userwhich is purchase for his personal consumption.
Rana umer is dealing in convenience, shopping and specialty goods.
“Thegoods which customers purchaseby doing comparison
about price, durability, suitability, and style etc.”
Rana umer store is dealing in fewer prices than the competitors.
The durableitems andthe products which are according to the taste of customer are offered.
Rana umer store also focused on the style.

36. “The goodswhichwe use regularly, immediately or according to our planning and purchase by
minimumcomparisonand efforts.”
Conveniencegoodsinclude impulse, staple and emergency.
Staple are those goods which customer use normally. Rana umer offering such goods
including bread, egg, butter etc.
Impulseare those in whichcustomer does not makes any plan to buy it.
Example: Bubble gums on counter.

37. “Thecustomers prefer to buy something unique
or cansay that theyare alwaysin search of
uniquenessof the products.”
Rana umer store have two main competitors but our customers are loyal with us & prefer to
purchasegrocery items.
We always focused that there should be something unique in our store to facilitate our
customer by fulfilling their needs and demands.

38. Price is the only element in the marketing mix that produces revenue.
Rana umer generate revenue but in limitedway by providing finest quality.
Dealing in different products so our store is adopting product mix pricing strategies.
Rana umer offers discounts on different items. In Ramadan some specified products kept for
special offers.
The store is giving soft drinks in fewer prices.
Best way to increasethe sales is to give discounts to the customers.

39. Rana umer store consider the psychology of customers while doing the pricing of the products.
Rana umer store deal in pricing like a product which is in different prices like 999, 399, and
449available in the store.

40. “ The prices are temporarilypriced belowthe list price
or cost to increasethe demand of the products.”
This pricing is specially usedon some special events i.e. Mother’s day special, Valentine’s Day.
Rana umer store is also considering the loss leader by lessening the prices of grocery items in
the store.
In this way, the customer come and purchase that items but on the same way they also looked
on other things which are little bit costly.

41. “Thetype of strategy in whichprices of the product are not
stable means it could be highor it couldbe low.”
Rana umer store has suchitems in whichprices are not stable.
The prices of vegetables and fruits are change on daily basis.
So our store is also dealing in dynamic pricing by meeting with the needs of the individual
customer and situations.

42. “Theprocess of moving products fromthe producer to the intendeduser is called Place.”
The use of the right place, a store can increase sales and maintain these over a longer period of
time. In turn, this would mean a greater share of the market.
Correct placement is a vital activity that is focused on reaching the right target audience at the
righttime.
The problem which they face is of parking stand, it is located in the main satellite town market
and there always a huge crowd of people.
There are still many locations where Rana umer stores are absent or difficult to
reach. Therefore, based on the characteristics of its marketing mix, Rana umer store should
improve on the place/distribution component.

43. Pamphleting your idea or a business is an old thing to do.
Currently, social media is so much in and people use it to advertise their business, plans, ideas,
brands etc.
Rana Umer stores are currently using the techniques of local cable and radio for the
promotionof their goods and grocery items.
Must use the means of internet to advertise their store i.e. emails, mobile apps, Facebook
pages and their website.
Must use the billboard & brochure for advertising.

44. “A way to promote goods by using differentkinds of offers like
discount prizes, coupons, free samples, buy one get one free, sales discount on
limitedstockand different attractive gifts in order to attractthe customers.”
Currently, Rana Umer General Store is not using this technique in promoting their business
to all the other people living in far off areas.
This advertising tool is very common in Pakistan.
Arrange up a billboardin order to attract the customers witha different range of offers.
The Umer store must use this tool to attract the customers on a large scale. It will help not only
in earning handsome profit but also the sales become quicker.

45. “An information about a firm's products and services carriedby a
third party in an indirect way.”
It includes all the eligibilities like the press conference, web management, public events, and
dealings with the sponsor parties to manage publicrelationships.
Umer store has not yet organized any public event or even a public press conference where
their staff could get the best chance to show their managing skills.
This kindof stuff must be arrangedby being the best & leading store of the city.
About rumours and false notions, there is nothing such news regarding the image of umer
store in the town. Therefore, they must host some grand public shows in other to get
themselves attracted towards the townpeople.

46. Growyour community
Build great products and services
Have a good name and logo
Findyour voice
Be consistent
Standfor something
Empower your customers
Deliver value

47. Rana Umer focuses on building and improving their communities and spends modest sums
on advertising.
Rana Umer builds online communities like Facebook and invests time and resources there.

48. Build great products & services:
Rana Umer knows a strong product portfolio is not enough, however, and long-term success
can only be assured with a strong product pipeline.
Rana Umer focused on, business to consumer, approach product planning and development
with a well-executedframeworkthat is part of the over store overall strategic plan.

49. Have a good name and logo:
Our store is easilyrecognizable.
Recognitionstarts withthe name of Rana Umer.
. People commonly associate brands with the brand’s logo.
Rana Umer keeps audience and products/services in mind because they want logo to reflect
their store.
A good logo builds trust and a strong logo will help to pull your brandtogether.

50. Find your voice:
Rana Umer “voice” is the language and personality between Rana Umer Store and his
employees will use to deliver branding message and reach customers.
People how admire and competitors thinkabout Rana Umer Store.
what makes themunique?
How do they communicate with customers?
What do you likeabout their voice?

51. Be Consistent:
Consistency is key in any business when it comes to the quality of products and services, the
customer support, and the quality of eachand every touchpoint a customer has withbrand.
. Rana Umer takes consistency so seriously that they make it their mainselling point.

52. Stand for something:
Rana Umer commonly stands for something (or against something) and connects with their
customers emotionally.
Rana Umer believes in product and understands the customer needs.
They havedevelopeda reputationas a Store that stands for easy to use products.

53. Empower your customers:
Rana Umer Store can set brand’s direction, but how brand is perceived is determined by their
customers and potential customers.
People can become their brand’s ambassadors – spreading their ideas and brand to their own
networks.
Ultimately, Rana Umer recognizes that if they help their customers succeed; the customers will
in turnhelp the brand succeed.

54. Deliver value:
Value doesn’t alwaysmeanlowest price.
You can focus on product leadership (having the best products in the marketplace,),
operational excellence (having the lower prices in the marketplace,), or great customer service.

55. “Unique selling proposition defines your company’s unique position in
themarketplace. Unique selling propositionis an idea of being different or unique.”
A Campaign of making unique proposition to the customer that convinces them to the switch
brand.
A clear statement that describes the benefit of your offer, how you solve your customer's needs
and what distinguishes you fromthe competition.

56. The prices of the products available in our stores are less thanour competitors.
This point of our’s differentiate us from all in the market and it could be considered as our
unique selling proposition.
We will give this relief and comfort to our customer always as it is the point in which no one
can beat us and in near future we will hold a stronger grip on it.
By working on this point we can just make ourselves different among all.

57. Rana Umer is a well-known name in the market of Gujranwala but considering it as a brand
would be wrong.
Our first needis the branding of our business and it could be possible if we developour USP.
Once USP is developed, the great thing is we can also use it as a “branding” tool to lay the
foundation for all our future marketing efforts.
It will allow us to create consistency and individuality in our ads, cards, website, pamphlets
and other marketing and promotional tools.
In other words, oncewe have established a brand, people will identify our service in any way.

58. Never takenmarketing in seriousterms.
The beauty of creating a USP that every piece of advertising and marketing put together will use our
unique message. And getting that message out to the community will create “curiosity” and bring people to
our door.
we have just displayed a banner , made visiting cards. Even we have missed such a big chance to market
our self whenwe have sponsored a live showin Gujranwala.
Thuswe have to makeourselvesUSP so strong that it wouldget imprintedin everyone’s mind.
We will use attractive business cards, brochures, fliers etc for this. Take our customers contact no. and
greet themon different occasions.
Using the social media is the best idea because it has being proved that it is a storm that takes you from
the groundto the sky.

59. “What customer thinks about you is about the image which
the customers have drawn in their mind.”
Making a good image in the customer’s minds is not an easy task. But once it is made you just
need to maintainit.
Will set standards whichno one can achieve.
Will try to make good relations withour customers and all other concerned persons.
People want best quality, reasonable price, variety in products, comfortable and friendly
environment, all under one roof , we are and will provide to customers.
Our ultimate purpose is customers satisfaction and when customer will be highly satisfied
thenautomatically a very good imagewould be drawn in their mind.

60. The currentlocationof all stores have captureda quietgood marketplace.
leading in the market by our locationbecause in theselocations people have an easy access.
good qualityproducts in reasonableprice and are getting all under one roof.
Easy availability of all things of our make us unique from our competitors and that is our
strong USPtoo.
We will definitely maintain that strong side of ours in future too & in these locations will
facilitate our customers in best way.

61. Celebrate successes and failures
Set goals
Communicate

62. Celebrate successes and failures:
Rana Umer Celebrating successes and milestones which brings our team together and allows
everyone to see that whenwe worktogether, great things happen.
If any employee does a great job, we motivate him in front of the rest of the team so that every
effort is seenand appreciated.

63. Set Goals:
We set short and long-term goals with team also becomes the foundation for every task they
set out to completeeachday.
Having milestones and deadlines can give team members opportunities to help each other
and employees are boundtogether for success.

64. Communicate:
The best way to demonstrate value betweenteam members is through communication.
When every team member takes the time to evaluate a decision and form an opinion, they’re
attached to the outcome and want to knowthat their thoughts are considered in the process.
Allowing this gives employee, a feeling of ownership over their work, leading to better
performance.

65. Businesscanvas Model includes:
Suppliers.
Key activities.
Value proposition.
Customer relationships.
Distributionchannels.
Customer segments.
Cost structure.
Revenue stream.

66. Supplies:
Our main suppliers are from Lahore, Karachi and Faisalabad. Rana Umer Store treats
supplierswithrespect, fairness andhonesty.
Rana Umer follows these steps to buildstrong relationshipwith our supplier.
We talkto suppliers regularly.
Pay suppliers accounts promptly.
We maintain friendly relationship with suppliers.
Regularly measures satisfaction level of its key suppliers.

67. Key Activities:
A distribution channel can have several stages.B2B and B2C companies can sell through a
single distribution channel or through multiple channels that may include: Selling directly to
consumers, selling through retailors, selling throughwholesalers.
To createa good distribution program, focus on the needs of end-users.
If our customer needs personalized service, we can utilize a local dealer network or reseller
program.
We can build own specializedsales teamto prospectand close deals directly withcustomers.
Wholesalers, resellers, retailers, consultants and agents already have resources and
relationships to quickly bring our productto market.

68. Value Proposition:
“The value propositionis the reasonthat why the customers turnfromone brandto another.”
Our relation with the customers shows that how strong our bond is our customers and this reflects
our value proposition.
The firstthing in value propositionare the core values.
Customersare always our priority andgiventhe high level of satisfactionis our ultimate purpose.
Our customers are like our asset which we are never going to lose at any cost. Therefore, providing
best to our customer is our task.
The problem that people faces is that their required need is not being fulfilled like if they are getting
good quality then they have to pay much or if they are paying high then they did not get their expected
quality. Our store is the place where we provide every solution of the customer’s problem because we
knowthe needs of the customers.

69. Customer Relationships:
Customer relationship includes many forms but on which we are working in personal
assistance.
Personal assistance is basically an employee-customer interaction which is performed either
during sales, aftersales or both.
We believe in delivering our best to the customers so for this we provide personal assistance to
our customers.
Our employees interact with the customers during the shopping assisting them in which they
feel any ambiguity.

70. Distribution Channels:
A business can deliver its value proposition to its targeted customers through different
channels.
Effective channels will distribute a business value proposition in ways that are fast, efficient
and cost effective.
Rana Umer store who is dealing on retail bases. So the wholesalers distribute the required
products to the store by using the means of transportation.
When the things are placed in the store the final customer can easily purchase it whatever they
want. Rana Umer store is dealing best as a retailer shop to the customers in an efficient way.

71. Customer Segments:
The different typesof customer segments include:
 A niche market is thesubset of the market on which a specific product is focused.
 grocery items are the subset in our store.
 The rush of customers to our store at the start of every month is an example that we are dealing best in niche
market.
 In the segmented situation, the business may further distinguish its customers based on gender, age, and/or
income.
 Our segments are basically housewives, children, young people and the earning persons.
 As the store is mainly dealing in grocery items so the housewives attracted towards store on daily basis to meet
withtheir needs whicheverthey want the most.

72.  Diversify means a business serves multiple customer segments with different needs and
characteristics.
 On the basis of diversify, children segmented here because the children are attracted towards
their items in whichtoys are the mainitem.
 Our store has also a specific portion for stationery items in which the customer comes and
purchaseaccording to their needs.
 The young people have snacks portionas well as beautyproducts for their use.

73. Cost Structure:
Cost structure defines all the costs and expenses that your company will incur while operating your business
model.
There are two maincategories of cost structure: value-driven and cost-driven.
value-driven cost structures is to create more value in the product itself, not necessarily producing the product
at the lowest possible cost.
cost-drivencost structures focus on minimizing the costs of the product or service as much as possible.
In order to populate the cost structure block of your business model canvas, the store team must consider the
most important costs to theirbusiness and create an estimatefor these expenses.
Rana Umer store cost structure includes both fixed and variable cost. Salaries, Rent and benefits etc. salaries
are variable cost that varywithoutput Rent is fixed cost whichpays on monthly basis.

74. Revenue Stream:
A revenue streamis a formof revenue.
It is considered one of the building blocks of a business model canvas, revealing the earning
a business makes fromall the methods by which money comes in.
Asset Sale, Subscription fees, lending, leasing and renting are thetypes of revenue stream.
Rana Umer store get the revenue from retail sales and production sales. They can increase
their retail sales by more advertising. It is wise to increase marketing efforts during slower sales
period.

75. Self-funding.
Friends and family.
Partners.

85. • We will provide our customers a readymade baskets for grocery which will have all the
necessaryitems whichany one usuallybuys in his/her grocery.
• These baskets would have variety in it and would be made by analysing the grocery habits of
our customers.
• We will also provide these baskets on our social websites fromwhere people can order.
• Our customers can also makes their own baskets by feeding the information about their usual
grocery list which we will feed in our system from where they can order their grocery basket at
home.

86. “A successful business alwaysmakes long termplans for his progress, so do us”
Gujranwala Cantt people propose us and they want that Rana Umer Store should be in their
premises just because of our less prices, quality products, friendly environment and
cooperativestaff and we are soon opening our new branch.
If we want to open more stores within in the Gujranwala city than we will open in model town,
Wapda townor Mall of Gujranwala which is going to open on G.T.
If we want to moveon other cities, firstly we will prefer Lahore thanFaisalabad and so on.

87. There must be play area in stores for kids because our customers do not feel comfort and
relaxationfor doing grocery along withkids.
There is too much hustle and bustle in the store due to the stock in the shopping area even in
the front of the store that must be removed.
The layout of thestore and specially the layout of counter section needs to be changed.
Employees need to be in proper uniform so that people does not feel any ambiguity in taking
their services.

88. Their Facebook page is also not very active so they should promote their page, makes it
more attractive, update it regularly and engage maximumpeople as they can.
They need to make an attractive website by keeping the products detail, managers
information, stores location, new offers, rate list of products in which customer can
easily access all its needed items.
There must be a setup of an IT department which makes a complete check on their
inventory management, their sales records etc and must be responsible to actively
operate the social media sites and alsomade different campaignson it.

89. They should also start taking orders on phone within a specified area and by fixing the order
to be at least abovethan 5000 for free delivery.
Before moving to different cities they need to have a proper set up and well established and
strong name in Gujranwala so that before moving to other cities people already knew about
them.
There is a needfor proper flooring and a bit of renovationin the stores.