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IMTIAZ SUPERMARKET PVT LTD IN RETAILING (PAKISTAN)

Euromonitor International March 2014

IMTIAZ SUPERMARKET PVT LTD IN RETAILING (PAKISTAN)

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LIST OF CONTENTS AND TABLES


Strategic Direction ........................................................................................................................ 1 Key Facts ..................................................................................................................................... 1 Summary 1 Summary 2 Imtiaz Supermarket: Key Facts .................................................................... 1 Imtiaz Supermarket: Operational Indicators ................................................. 1

Internet Strategy ........................................................................................................................... 1 Company Background .................................................................................................................. 1 Private Label ................................................................................................................................ 2 Summary 3 Summary 4 Imtiaz Supermarket: Private Label Portfolio ................................................. 2 Imtiaz Supermarket: Competitive Position 2012 ........................................... 3 Competitive Positioning ................................................................................................................ 2

Euromonitor International

IMTIAZ SUPERMARKET PVT LTD IN RETAILING (PAKISTAN)

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IMTIAZ SUPERMARKET PVT LTD


STRATEGIC DIRECTION
Imtiaz Supermarket opened one outlet during 2013 with the aim of expanding its business nationwide. It is set to continue investing in the expansion of its retail business by introducing new product lines and improving the quality of the service it offers.

KEY FACTS
Summary 1 Imtiaz Supermarket: Key Facts Full name of company: Imtiaz Supermarket Pvt Ltd Address: Tel: Fax: www: Activities:
Source:

Z-469, Commercial Area, Choti Market, Bahadurabad Karachi, Pakistan +92 111 468 429 +92 021 413 6709 www.imtiazsupermarket.com.pk Supermarket

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Summary 2 Imtiaz Supermarket: Operational Indicators Year end December 2011 2012 Net sales (ex VAT) Outlets Selling space
Source:

2013 PKR3.8 billion 4 5,400 sq m

PKR2.8 billion 3 4,600 sq m

PKR3.25 billion 3 4,600 sq m

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INTERNET STRATEGY
Imtiaz Supermarket does not offer an internet retailing option to its customers. However, the company engages in online marketing in order to promote its business. Customers are encouraged to sign up for online membership so as to receive complete details of current and upcoming promotions and events.

COMPANY BACKGROUND
Imtiaz Supermarket is an independent supermarket chain. Its core business is grocery retailing. Its outlets also feature in-store pharmacies which offer up to 12% discount on all medicines. Other than grocery products, Imtiaz supermarket also sells non-grocery items such as crockery, consumer electronics, mobile phones and mobile accessories and cosmetics and perfume. All of Imtiaz Supermarkets outlets are located in Karachi.

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IMTIAZ SUPERMARKET PVT LTD IN RETAILING (PAKISTAN)

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PRIVATE LABEL
Imtiaz Supermarket sells a range of private label products including rice, pulses and spices. The companys key strategy is to ensure the high quality of its private label products. For example, in order to maintain the high quality of its rice, Imtiaz owns and operates a rice processing unit, which allows it to ensure the best quality for its product. It has also recently established a new sorting and packing unit within the Korangi industrial area which is dedicated to producing clean and consistently high-quality pulses. Imtiazs private label portfolio is relatively narrow and focuses on staple foodstuffs such as grains, pulses and spices. Imtiaz Supermarkets private label line is positioned as high -quality products which are relatively inexpensive. Its private label targets more budget-conscious consumers. The range of private label products offered by Imtiaz Supermarket is increasing as the company constantly introduces new private label products in response to growing demand from consumers who want value-for-money products. Summary 3 Imtiaz Supermarket: Private Label Portfolio Private label brand Categories Imtiaz Sauces, dressings and condiments; dried processed food

Notes Budget range

Source:

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COMPETITIVE POSITIONING
Imtiaz Supermarket led supermarkets in Pakistan in 2013 with 6% value share. The value share of Imtiaz Supermarket increased du ring the review period due to Pakistans growing population and the increasing popularity of modern grocery retailing among Pakistans urban residents. Imtiaz targets a wide range of customers living in Pakistans urban areas. Its merchandise ranges from branded products to private label and caters to the needs of the majority of Pakistans middle-income consumer group as well as more budget-conscious Pakistani consumers. Supermarkets is a rapidly growing retailing channel in Pakistan, although it is already relatively mature in many respects. In particular, supermarkets is expected to record rapid growth in Pakistans cities and urban areas during the forecast period due to Pakistans growing population and the rapid pace of urbanisation in the country. For this reason, Imtiaz Supermarket is set to continue focusing its business operations on urban areas as this will ensure that it is positioned for steady growth over the forecast period. In order to cater to the changing lifestyles of Pakistans urban popul ation and rising consumer demand for products and services which maximise convenience, Imtiaz is planning to extend its opening hours from 11:00hrs. until 23:00hrs, meaning that its outlets will be open 16 hours per day, seven days a week, 365 days a year. Imtiaz also offers a home delivery service in order to make grocery shopping even more convenient for its customers.

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IMTIAZ SUPERMARKET PVT LTD IN RETAILING (PAKISTAN)

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Summary 4 Channel Supermarkets


Source:

Imtiaz Supermarket: Competitive Position 2012 Retail Value Share Rank 6.2% 1

Euromonitor International from company reports, company research, trade press, trade sources, trade interviews

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