INTRODUCTION & HISTORY

Green-Valley was formed in the 2000 as the lavish large-scale Supermarket in the outskirts of
twin cities by Mr. Malik Riaz as one of the project of Bahria town.
OBJECTIVES

To have an undying passion for excellence in everything we do.

Work Hard with positive energy and urgency.

Listen and more importantly, respond to the voice of the customer.

To create a supermarket that meets the needs of its consumers and the community by
offering high quality, healthy food at reasonable prices.

To buy from trusted supplier with proven track record.

Mission Statement

Mission Statement
OurVision
As a retail services provider we are committed to be the consumers number 1 choice by
developing a supermarket that exceeds the needs of its consumers and the community by
offering highest quality products with endless choices offered at reasonable prices in a
world

class

ambiance.

We are the employer of choice offering team members opportunities for growth,
advancement,

and

rewarding

careers

in

fun,

safe

working

environment.

Core Values

To have an undying passion for excellence in everything we do.

Work Hard with positive energy and urgency.

Listen and more importantly, respond to the voice of the customer.

To create a supermarket that meets the needs of its consumers and the community
by offering high quality, healthy food at reasonable prices.

To buy from trusted supplier with proven track record.

Objectives/goals
TYPE OF BUSINESS
Greenvalley stands as sole proprietorship as it is owned single-handedly by Malik Riaz,
Chairman of Bahria Town.
RETAIL FORMAT
Store location
Green Valley is located in phase 7 of Bahria town, Rawalpindi adjacent to McDonalds. Its hilly
area with natural beauty surrounding the location. The store is located in between the lush
valleys, thus named Green Valley.
Type of Location
Greenvalley is located in the vicinity of residential area-Bahria town which is a posh standard
and moderately expensive area. The parking area is defined and can accommodate more than 200
cars (figure not accurate). Its a destination store, customers are planned shoppers and there are
no stores in the near-by except for fast food outlet, McDonalds.
STORE DESIGN & RETAIL IMAGE MIX

Employee type and density

Greenvalley employs personnel in two shifts and at a time 300 employees serves the surface.
Employees are categorized into various classes and it is evident from their uniform colours.
Blue uniformed employees: Security Staff
Black Uniformed employees: Customer service [their uniform has Hi, How can I help You?
statement endorsed on the back side]
White uniformed employees: Merchandise/inventory care-takers
Formally dressed employees: Managerial level
90% employees are males while 10 percent are females who are assigned mainly to cosmetics
section.
Merchandise type and density
Merchandise of Greenvalley is wide in range. It is home to millions of products varying from
bakery items, grocery items, clothing, cosmetics and toiletries to electronics and frozen food.
Fixture type and density
The entrance of Greenvalley is fully glass walled with Welcome-note visible in white paint on
the glass walls. Entrance is fully secured with scanners and metal detectors. 7 trolley stands in
total are present at the left of the entrance. Bakery and Grocery items are the staple goods so
Greenvalley has positioned these items right at the beginning of the store. Bakery section is quite
spacious and the lighting is sodium in that very section, else whole supermarket is brightly lit
with white led lights. Flooring is of white tiles that are not too slippery neither too rough. Apart
from that shelves are of metal and are painted in the shades of grey with small light bulbs under
each layer of the shelf to provide exposure to the products that are neatly placed/stacked upon
them.
Sound type and density

Greenvalley has the culture that depicts love for God. Hamds in Arabic or English are usually
heard played in the store in moderate volume. [typical only 3 songs repeatedly, seriously man
lol]
Odor type and density
Every section has different odor but store management has maintained pleasant environment.
Although management at Greenvalley is quite active but they are unable to control the stink in
the Meat/Sea food section which causes unpleasant odor even in the crockery/dcor section as
it is adjacently placed.
Visual type and density
Greenvalley is brightly lit with white lights. Flooring is of white thick tiles where cleanliness is
maintained around the clock. Colour combination of White and light Green is used. Green
banners have details of each section clearly mentioned and are placed above eye-level usually
hanging from the ceiling. Ceiling is artistically designed into zigzag pattern. The walls are
painted white while the entrance is fully glass display which is transparent. Cosmetics
department is visible from the main entrance where the words of cosmetics are endorsed on
glass wall with silver lining and same is the case for Perfumery section which lies next to
cosmetics section. There are 8 check-out counters of which the 1 st one is Express lane which is
for customers with less than 10 items.
VISUAL MERCHANDISING
Displays
All the goods are placed under bright lighting and are placed on shelves. Theres never an empty
space left on the shelves. Whenever the space is created on the shelf, it is immediately re-filled,
probably because they are using JIT system.
SPACE MIX
Retail space management

Greenvalley is large spacious store with rectangular grid-structure which keeps the customers
moving around and visiting each section. Such structure makes the store look neatly stacked and
at the same time spacious.
Space layout: Circulation plan
Hot/Cold Spot analysis
Hot spot: Grocery section and Bakery section
Cold Spot: Electronics and Dcor section
MERCHANDISING
Hierarchy
Sections
Butchery
Bakery and Patisserie
Delicatessen Counter
Food Hall
Cosmetics
Confectionery (Chocolate and Sweet Counter)
Home Appliances
Fruits and Vegetables
Grocery
Cutlery and Crockery
Herbs and Spices
Pet Care

Perfumery
Gardening
Household
Sports
Baby Care
Frozen Food
Toys
Lights & Dcor
Luggage
Stationery
Skin Care
Customized Cake
Entertainment Accessories & Gadgets
Hardware

Grocery items
Toiletries
Baby items
Cosmetics
Perfumery
Gift items
Tobacco
Toys
Car accessories
Meat market
Electronics/Decor

Buying function

Markups/markdowns
Greenvalley charges markups on imported goods only. Local goods are sold at standard pricing.
On the other hand markdowns occur in the case where sales are stagnant and it happens once in a
blue moon. In such a case the store applies promotions/sales on such items. Expired items are
disposed-off immediately,
Shrinkages
Store is fully monitored under cctvs and customer cant exit the store without show-casing the
bill to the guard who then stamps Paid on the bill for approval to leave the building. Due to
these reasons shrinkages are controlled to great extent.
SUPPLY CHAIN MANAGEMENT
RETAIL MARKETING STRATEGIES
Branding
Positioning
Marketing Mix
Product
Price
Place
Promotion
People
Presentation

Direct Marketing
ADVERTISING
Greenvalley advertises in The News and Jang for promotional reasons. It also is advertised on
Bahrias own cable.

CUSTOMER SERVICE
Employees are well-trained and are present for support/help in every section.
E-TAILING
RESEARCH
Weekly meetings are called for improvements and for change management, if any.
CONCLUSION & FUTURE OUTLOOK
Employee 8 -11 customer 10-11
Food