IMTIAZ SUPERMARKET PVT LTD

IN RETAILING (PAKISTAN)
Euromonitor International
March 2014
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LIST OF CONTENTS AND TABLES

Strategic Direction ........................................................................................................................ 1
Key Facts ..................................................................................................................................... 1
Summary 1 Imtiaz Supermarket: Key Facts .................................................................... 1
Summary 2 Imtiaz Supermarket: Operational Indicators ................................................. 1
Internet Strategy ........................................................................................................................... 1
Company Background .................................................................................................................. 1
Private Label ................................................................................................................................ 2
Summary 3 Imtiaz Supermarket: Private Label Portfolio ................................................. 2
Competitive Positioning ................................................................................................................ 2
Summary 4 Imtiaz Supermarket: Competitive Position 2012 ........................................... 3

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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: Z-469, Commercial Area, Choti Market,
Bahadurabad Karachi, Pakistan
Tel: +92 111 468 429
Fax: +92 021 413 6709
www: www.imtiazsupermarket.com.pk
Activities: Supermarket
Source: Euromonitor International from company reports, company research, trade press, trade sources

Summary 2 Imtiaz Supermarket: Operational Indicators

Year end December 2011 2012 2013
Net sales (ex VAT) PKR2.8 billion PKR3.25 billion PKR3.8 billion
Outlets 3 3 4
Selling space 4,600 sq m 4,600 sq m 5,400 sq m
Source: Euromonitor International from company reports, company research, trade press, trade sources

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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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 Notes
Imtiaz Sauces, dressings and Budget range
condiments; dried processed
food
Source: Euromonitor International from company reports, company research, trade press, trade sources

COMPETITIVE POSITIONING
Imtiaz Supermarket led supermarkets in Pakistan in 2013 with 6% value share.
The value share of Imtiaz Supermarket increased during 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 population 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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Summary 4 Imtiaz Supermarket: Competitive Position 2012

Channel Retail Value Share Rank
Supermarkets 6.2% 1
Source: Euromonitor International from company reports, company research, trade press, trade sources, trade
interviews

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