INSTRUCTOR:

PROF. Jalal Ahmed Khan

Bilal Departmental Store Marketing Report

PREPARED BY:

M. Zeeshan ID: 58704

M. Aziz ID: 61246

M. Ali ID: 61251

31-Mar-19
Contents
Acknowledgment: ................................................................................................................................... 4
Summary Description of the Business: ................................................................................................... 5
Location:.................................................................................................................................................. 5
Visiting the Bilal Departmental Store: .................................................................................................... 5
Meeting the Managers: .......................................................................................................................... 5
Mission .................................................................................................................................................... 6
Vision....................................................................................................................................................... 6
SWOT Analysis: ....................................................................................................................................... 6
Sources: ................................................................................................................................................... 7
Types of Products and Services: ............................................................................................................. 7
Inventory and theft Control: ................................................................................................................... 8
Target Market: ........................................................................................................................................ 8
Competition: ........................................................................................................................................... 8
Market Trends:........................................................................................................................................ 8
Method of Sales & Distribution: ............................................................................................................. 8
Packaging: ............................................................................................................................................... 9
Bilal Store Marketing Mix (4Ps) Strategy ................................................................................................ 9
Product:................................................................................................................................................... 9
Pricing: .................................................................................................................................................... 9
Place: ....................................................................................................................................................... 9
Promotion: .............................................................................................................................................. 9
Database Marketing:............................................................................................................................. 10
Sales Strategies: .................................................................................................................................... 10
Sales Incentives: .................................................................................................................................... 10
Advertising Strategies: .......................................................................................................................... 10
Public Relations: .................................................................................................................................... 10
Networking: .......................................................................................................................................... 11
Description of Customer Service Activities: .......................................................................................... 11
Expected Outcomes of Achieving Excellence: ...................................................................................... 11
Implementation of Marketing Strategy: ............................................................................................... 12
In-House Responsibilities: ..................................................................................................................... 12
Out-Sourced Functions: ........................................................................................................................ 12

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Questionnaire ....................................................................................................................................... 13

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Acknowledgment:
We take this opportunity to express our heartfelt gratitude to all those personnel who have
contributed their precious time and knowledge and efforts for the completion of this project report
directly and indirectly.
First of all we are thankful to ALLAH S.W.T. who has given us such power and a great chance to
complete our report. It is His blessing that today we are able to submit our Marketing Report
"Bilal Departmental Store” successfully. Working on this project was a source of immense
knowledge to us.
We would like to thank “Prof: Jalal Ahmed Khan” Faculty of our Entrepreneur course, a very
hardworking and devoted person for educating and polishing our skills, only because of his given
knowledge, broad vision and sense of evaluation. Today we have completed our report.
Furthermore we would like to show our gratitude to all our colleagues who supported us during the
course of making this marketing report, without their support and motivation it would not have
been easy to develop this report efficiently.
Lastly we would like to say a big thank you to all of those who are investing their precious time in
reading this report, and giving their valuable suggestions.

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Summary Description of the Business:
Bilal Departmental Store is a growing chain of Super Store providing consumer goods and services to
people in more comfortable way where they will be able to collect their any kinds of necessaries
with the assurance of quality and standard in an environment friendly manner at competitive prices.
Having four branches in Karachi.

Location:
1. C-135, Sector 11 B North Karachi Twp, Karachi.
2. Khwaja Shamsuudin Azeemi Rd, Sector 4 A Surjani Town, Karachi.
3. Bahria Town Karachi.
4. Naya Nazimabad Gadap, Karachi.

Visiting the Bilal Departmental Store:

We have visited the Bilal Departmental Store on Friday 28th March 2019 at Surjani Town Branch,

Meeting the Managers:

Mr. Abdul Wajid Branch Manager Surjani Town Karachi.
Contact # 0311-2930206

Mr. Ajaz Branch Manager North Karachi, Karachi

Mr. Ayaz Operations Manager North Karachi, Karachi

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Mission
Short term goal (mission):
To extend business in areas where no such stores are present.

Vision
Long term goal (vision):
To establish a market environment where customer will get quality products & services at a
reasonable price in an environment friendly manner.

SWOT Analysis:
1. Strengths:
a) We offer multiple category of product line.
b) We have enough sources to supply, products at low cost.
c) We will produce environmentally friendly product.
d) E-marketing
e) Every kinds of consumer product are available in one place.
f) Skillful, devoted and committed employee.
g) Good relationship with suppliers.
h) First Movers Advantages.

2. Weaknesses:
a) Don’t have company website.
b) Online ordering system not available.
c) Many alternatives exist to this concept.
d) Lack of large space at important location.
e) Parking arrangement is not sufficient.

3. Opportunities:
a) To develop company website.
b) To develop E-commerce / online ordering system.
c) Interest of large portion of customer.
d) Change in life style.
e) Good profit potential.
f) Increasing of new urban area.

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4. Threats:
a) Political instability
b) Financial instability
c) Transportation problem
d) Power shortage that increase our cost
e) Established local market

Sources:
We are acquiring products from the following sources:
1. Manufacturers
2. Supplies
3. Farmers

Types of Products and Services:

Our stores feature wide, clean, brightly-lit aisles and shelves stocked with a variety of quality, value-
priced general merchandise, including:
1. Kids Apparel
2. Healthy and Beauty aids
3. Electronics
4. Toys
5. Lawn and Garden items
6. Jewelry
7. Automotive Care Products
8. Hardware / Electrical
9. Sporting goods
10. Pet supplies
11. House wares
12. Groceries
- Bakery Goods
- Dairy products
- Dry goods and staples
- Beverages
- Frozen Foods
- Canned and Packaged Goods
- Condiments and Spices

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 - Household Supplies

Inventory and theft Control:

1. CCTV Cameras are installed to monitor workforce and visiting customers, if any suspected
activity noticed, it is verified through security check which consists of Ladies and Gents security
staff.
2. Having one way automatic door for entry, and there is separate exit way, security persons check
bill and trolley upon exit, and through checking of workers also done upon exiting.
Market Analysis:

Target Market:
1. Age:
All age groups

3. Social Class:
Lower-middle, middle, and upper middle class.

4. Target Market:
Consumers, shopkeepers, distributors and general order suppliers.

Competition:
1. Competitor:
Imtiaz, Naheed, Chase up, Agha’s, Diamond Super Market, Tesco etc.

Market Trends:
1. Western
2. Expecting quality product at less price.
3. Tendency to save time.
4. Expecting on-line service.
5. Hassle free shopping.
6. Free home delivery.

Method of Sales & Distribution:

We want to sell our products by storing in our own retail store which is located in different places of
Karachi. We would like to store imported and finished products in our warehouses which are located
only in Karachi. Offering free home delivery to customers having orders more than 5,000. We intend
to distribute our products by mobile and internet.

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Packaging:
For products like Rice, Sugar, etc. we have different pack sizes as per convenience of customers ½
Kg, 1 Kg, 2 Kg, and 5 Kg.
Other products are offered in same packaging of Brands / Manufacturers.

Bilal Store Marketing Mix (4Ps) Strategy

Product:
Bilal has a huge range of product offerings at its various stores. The product offering is vast so as to
cater to every need and preference of the customers from different segments of the market. The
product strategy in the marketing mix of Bilal can be understood as below.
The products are: Food, Pet care products, Beverages, Frozen food, Bakery products, Technology and
gaming products, Home electrical products, Home and garden products, Toys, Do-it-yourself (DIY)
and car products, Sports and leisure products, Baby and toddler products, Party and gift products,
Health and beauty products, Clothing and jewellery, Entertainment and books
Bilal has different location of stores and the product variety available depends on the location of
store.

Pricing:
We planned to offer our products comparatively in lower price than open market to capture more
than 25% market share from them. In this situation, we will follow overall cost leadership pricing
strategy. We want to create competitive advantages by reducing cost on supply, promotion,
distribution, and other promotional activities so that we can create competitive positioning in the
market.

Place:
Bilal Departmental Stores are large supermarkets which sell all necessary items in daily life style.
Bilal stores are located in different areas of Karachi that is North Karachi, Surjani Town, Bahria Town
and Naya Nazimabad.
All locations of stores are on main roads due to high traffic flow.
Bilal focuses on newly settled areas of Karachi. Its first branch was opened in north Karachi when
there was no such super store existing there.

Promotion:
Bilal has a strong brand image which relies on low prices. Bilal’s promotional activities are centered
on this theme. Bilal uses pamphlets, and charitable events as promotional channels. It also uses to a
large extent promotional discounts and offers such as buy one get one.

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Also offer Bumper Prices on purchases of certain amount of goods, on purchasing of 10,000
nomination for lucky draw of Bike.

Database Marketing:
Each and every marketing transaction will be recorded in our automatic database system which is so
called EDI. From this system we could easily understand our customers’ purchasing trends of
different products.

Sales Strategies:
We will maintain the following sales strategies:
1. Direct sales which will help us to reduce our costs.
2. Online selling will be an economical and convenient option too.
3. Mobile marketing can be a very convenient option as it has been so popular electronic media at
present.

Sales Incentives:
The following sales incentives can be taken besides the sales strategies:
1. We will not charge for any kind of additional services we would provide.
2. We will give rebate to the customers who will purchase in bulk.

Advertising Strategies:
Various types of advertising can be given in order to promote our product to both potential
customers and other elements of macro environment. These are:
1. Traditional Media:
Traditional media electronic and printing media for example; newspaper, article, journal, bill
board etc.
2. Modern Media:
Advertising has entered into a new era of media such as blogs on facebook, ads on Bdjobs,
Cellbazaar & other popular sites of Pakistani context etc.

Public Relations:
1. Online Presence:
By social networks for example; Facebook, Whatsapp etc.
2. Events:
Social awareness programs like health, safety, and environment launching of new products and
services.

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Networking:
We will be the member of “Association of super store industry in Pakistan”. This will help us to
network with other related company.

Description of Customer Service Activities:

We always believe “Customer is the key to our success” & that is why give them the first priority in
every respective decision. Such priorities are
1. Arranging products in a disciplined manner/way:
We will arrange our products in a disciplined way so that customers don’t face any problem when
they choose the products. For example; we will divide our spaces in many parts like one part will
be displayed with fresh items, one will specify cosmetics and jewelries, one for children and baby
items etc.
2. Offering huge number of trolleys:
A huge number of trolleys will be offered so that customers can easily carry their loads easily.
3. Giving Product Number, Amount & Price:
We will also give product code on the body of our product so that customers can easily identify
the price and if there is no price written on the body of the product then by using a special
barcode reader machine which if touches the product code will be able to show the price of the
product.
4. Arranging sufficient Cash Booths and Card Punch System:
We have arranged sufficient cash booths and cards so that no overflow of customer in the time of
paying money & also to save the valuable time of our customer.
5. Opening Complain Box:
If customers have any complain against our products and service they can drop it in the complain
box without any hesitation. Besides, they can give suggestions if they have. Thus, we could rectify
our errors and provide the best service we can.
6. Providing After Sales Services in Special Cases:
When customers call on our number and give any complain or demand any assistance regarding
product after sales we will try to satisfy them to our limits.
7. Open Return / Exchange Policy:
We will provide relaxed return / exchange policy without asking much reason subject to intact
packing and product quality. Some exempted products like toys, perfumes & temp. sensitive
products do not cover.

Expected Outcomes of Achieving Excellence:

To achieve excellence in case of providing services to customers we will follow the following
expected outcomes:

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1. 24/7 online service will be provided by which customer can have their expected product direct
to home.
2. 5% discount will be held on the loyal customer.
3. Instant medical service will be ensured if anyone gets ill at our floor.
4. There will be space for children to play while parents could easily do their shopping.
5. Taking order for any foreign product by any customer which is not available here.

Implementation of Marketing Strategy:

To implement the marketing strategy there are a few strategies and functions needed to conduct as
given in following:

In-House Responsibilities:
There are a few in-house responsibilities to perform. These are,
1. We will maintain a friendly relation among our employees and with our customers.
2. We will make sure that our sales floor will be completely germs and pollution free and any kind
pollution like smoking is prohibited inside.
3. CCTV camera will be set for the outlet manager to conduct the whole sales floor easily whether
any kind of problems like corruption or misleading is happening or not.

Out-Sourced Functions:
Various out-sourced functions will be taken to attract the customer and make them aware of it.
These are,
1. Advertising in Prevailing TV Channels:
As most number of people watches TV so it is the best way to make people know about us via
existing Pakistani TV channels.
2. FM Radio:
Now-a-days, FM is also an important media that we can also use for out-sourced functions.
3. Newspaper, Journals, Articles:
These are also important media for advertisement.
4. Leaflet:
We will give our introduction to the public via leaflet.
5. Relation with Public Organization:
We will obviously try to make relations with many existing public organization such as FBR, Tax
& Commission etc. to get further help in many different situation.

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Questionnaire
1. Give us brief introduction of your business?

2. How many branches are there in the city?

3. From which branch you got started?

4. What was the reason behind choosing this location?

5. How do you select new areas for branches expansion?

6. What is your Vision statement?

7. What is your Mission statement?

8. What are your near future goals and objective?

9. What are your main suppliers?

10. Do you sell your products to other distribution network / channels or other retail store?

11. What are your strengths?

12. What are your weaknesses?

13. What are your threats?

14. What are your opportunities?

15. What types of goods you are selling?

16. Which advertising channels you are using?

17. What incentives you are offering to your customers?

18. What is your return / exchange policy?

19. What you offer your customers for home delivery?

20. Do you own premises or they are rental?

21. Do you offer rental rack to other vendors?

22. Do you charge your vendors for packing their products on prime location?

23. What arrangements you have made for parking?

24. Do you extend working hours during busy days?

25. How do you cater large no. of customers especially before ramdan, eid and beginning of months
etc.

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