S. AbdullaHOMES

Submitted to:Sir waqar ul qayumSubmitted by:Hassan Gilani (bba 02113089)Hassan Iqbal (bba 02113047)Zoha rao (bba02113106)Umar Akmal (bba02113226)Umar ahmed (bba02113248)

INTRODUCTION:Established in 1920 asa trading company we started our tiles and sanitary ware operations in the late sixties. We initiated Pakistans largest tiles and sanitary retail showroom in 1988 and became the leading importers. Over 85 years ago, the first S.Abdullah showroom opened its doors to customer. Today, it is a brand that has grown up but definitely not grown old. So, what did it take the brand to stay fresh? Lots of foresight and hard work. Great care is taken in selecting the best materials from all over the world and brings them within reach of the local architects and home owners.We developed a better understanding of customer needs and markets through constant market research and introduced quality and innovative products and concepts on a regular basis. Partnering with some of the leading companies in the word, S.Abdulla id the exclusive distributor for brands like Roca, Dron, Bracht, Vives, mml, Keraben, Vidrepur, Johnson Suisse and leading distributor for Grohe. In fact, leading models from these brands are attractively displayed at Karachi and Lahore showrooms. Whats more, S.Abdullah also offers technical assistance in installation, if the customer so desires. Recently S.Abdullah renamed its Lahore showroom design center and introduced one of the leading global furniture brands Singways which is present in 25 countries in diverse places such as Europe, Asia, Australia and America. Contemporary and original, the Singways furniture and accessories can add an individualist touch to the most regular rooms.Offering a diverse range of products ranging from kitchen sinks and tiles to flooring, tab fitting to sanitary ware and hydro-message system, even furniture items, S.Abdullah does not only present solutions but also inspiration. Once you walk into the showroom, you are sure to take away something even if its just an idea.

Product:S.Abdullah offers everything in Bathrooms, kitchen, lighting and home accessories. They are the exclusive distributor of brand Grohe and Roca. They entertain their customer with high quality products and unmatchable experience. Their products are mainly focus on the western style baths and homes. They help their customers by provide ideas to complete their home. Promotion:Market dynamics and the changing perceptions of the customer, have nudged S Abdullah The new communications, Impressions and Expressions, aims to project as an expression of art and a brand that enhances lifestyle .The company has also launched Helpline, which offers after sales service, with a capability to attend to any complaint within 24 hours. Sustained trade promotion activities aimed at multi-brand retail outlets have given products the necessary fillip. Referral business has been strengthened by the initiation of special programs such as architect, interior designers meets and seminars.S.Abdullah is using social sites and bill boards as medium of promotion. They are so blinded by their brand image that they are not using wide range of promotion.

Place:S Abdullah believes in long term partnerships with its customers, as well as it select the supplier looking at their eagerness to grow, their reputation, past experience etc. Association can thrive on mutual trusts Abdullah has targeted major growing cities of Pakistan like Islamabad, Rawalpindi, Lahore and Karachi.They are located in In Lahore they are located at Aibak Block, New Garden Town, 54600Price:Customer today is very diligent. When he goes out to buy something first they take a full comparison of product on internet. If a product is quoting price more than its perceived value, it is out of customers consideration set at the same moment. Although high prices in Pakistan market is synonymous to high quality. S Abdullah brands products are priced high as compared to competitor product in the same category .s Abdullah is a store having high technology brand products as compared to its competitors, so citing a slightly higher price for its products can impact consumer when they take inference form product quality and its price. Pricing objective for the s Abdullah brand product is supposed to be product quality leadership. Since its products are though priced higher than other brands product in the market but their affordable luxury is also attached to them. Although their products need to be very much differentiated on the basis of technology. S Abdullah is supposed to be using Perceived value pricing method in Pakistan. So perceived value is definitely higher. Since their brands products are attached with 10 years warranty .The main pick out about their high perceived value is their high customer contacts and feedback even after the many years of sales .Other important factors affecting its price are the store pricing policy.it has lowered their price for its Indian customers for the same products.

Target market:Targeting the niche elite market, S Abdulla home became the exclusive distributor of world renowned brands. We developed a better understanding of customer needs and market through constant market research, and introduced quality and innovative products and concepts on a regular basis. Our experience reliability and trust from generation to generation. Positioning: S Abdulla wants his customers to expect a huge luxury show room, friendly and knowledgeable sale persons and an extensive product selection. They entertain their customers with high levels of service.Segmentation:S.Abdullah uses the geographic and psychographic means of segmentation. Their target is elite class but they change their segmentation accounting to their customer need. Accounting to the s Abdallah. We have trained our staff in a ways that their segmentation of the customer can be done on spot after asking some random questions about their location.

Location: S.Abdulla is located in barket market and uses catchment area technique in order to draw its customers.Business attraction: Its a multi Chan store. Bath items, home furniture, lighting, kitchen item , home essentials Delivery on site, no credit facilities, no after sales Payment method : cash, credit card and cheque Self-parking in basement areaSocial and leisure attractions: Social services: roads, sewerage system, telephones line public transport the density of the area population is high Selection of a locality: S Abdallah is located in urban area Monthly based, because it is urban area so that availability of labor is easy Banking facility is available High on taxes Water supply is available and provided by government Very high flow of traffic Moderate to high security

Floor plan of S.Abdullah:

Store arrangement:

Layout criteria: S.Abdullah deals in specialty goods they offers bath item ( tiles, bath sets, vanities) home furnitures, lighting, house tiles, kitchen items, home essentials S.Abdullah is use straight floor plan technique and they have assigned different floors to different items. They are efficiently using every square feet of the area.Outlook check list:Lighting effect: They are using extensively LED lighting on their tiles shelves, side corners and display areas to attract the customer. S.Abdullah is using inner windows to show furniture models, kitchen models, and bath models.Signage: At the entrance of the building you will find a poster which will guide you to different section of the building and also give you the information about their products. At every floor different poster are placed to give the information about the product, its, and also the promotion of the products.

Pricing strategy:

Competitive pricing:Setting a price in comparison with competitors. Really a firm has three options and these are to price lower, price the same or price higherPricing policy:S.Abdullah is using competitive pricing strategy to high pricing than Abu yousaf, and low pricing than SMC which is its direct competitive.Psychological Pricing:The seller will therefore charge 99p instead 1 or $199 instead of $200. The reason why this methods work, is because buyers will still say they purchased their product under 200 pounds or dollars, even thought it was a pound or dollar away. S.Abdullah is using the psychology of price and the positioning of price within the market place.

Pricing objective:S.Abdullah their heritage is all about their history and their loyalty of their customer. S Abdullah brands products are priced high as compared to competitor product in the same category .s Abdullah is a store having high technology brand products as compared to its competitors, so citing a slightly higher price for its products can impact consumer when they take inference form product quality and its price. Their major price objective is status quo, so they have based their pricing strategy on it.

Pricing factor:Pricing for the s Abdullah brand product is supposed to be according to product quality. Since its products are though priced higher than other brands product in the market but their affordable luxury is also attached to them. The factors that affect S. Abdullah while considering their prices are store Image and customer service.

Attributes and Functions of Buying Organizations:

Level of formalities:Formal: They are using formal way of welcoming people and in very professional way

Degree of centralization:Centralize: S.Abdullah has main office in Karachi which give all the guidance to its other chain stores.

Organization breath:Specialized: Every step of retail has its own manager to manage its things.

Personal resources:Internal:S.Abdullah has their own persons in all area of selling and buying.

Functions perfumed:Merchandising: They are buying their stock from companies and selling them to end user.

Staffing:Sale manager: In Lahore they only have sale manager who is in charge of their store.Buyer (merchandiser): sale person are available to guide the customer in S.Abdullah

Types of merchandise:

S Abdulla provides its customers a pleasant shopping experience with the extensive displays and ideas, its economy, mid, and exclusive ranges available to suit every product.S Abdullah lies in assortment merchandise with offering wide range of categories WALL AND FLOOR ,TILES,SWIMMING POOL ,TILES FAUCETS,BATH ACCESSORIES,SANITARY WARE,BATH TUBS,WOOD FLOORING,HOME FURNITURE,LIGHTS.Merchandising philosophy:The Objective behind the establishment of the business was to become market leader by extreme honesty, extra handwork, excellent customer service and innovation in introduction of new products in the market. We developed a better understanding of customer needs and markets through constant market research and introduced quality and innovative products and concepts on a regular basisTargeting this niche market, S Abdulla home became the exclusive distributor of world renowned brands. We developed a better understanding of customer needs and market through constant market research, and introduced quality and innovative products and concepts on a regular basis. Our experience reliability and trust from generation to generation.

Micro merchandising:S.Abdullah is using this method by setting up their shelf space according to the customer needs like bestselling item are placed more front and their unique item are stored in a side by side with bestselling items when a customer enters their store he will find items of his desire. The uniqueness of their brands like Dron, Bracht, Vives, mml, Keraben, Vidrepur, Johnson Suisse to stand different in the market.

Cross merchandising:S Abdullah is using cross merchandising as they have brand named as Grohe which is providing sanitary bathroom items like tiles, shower sets etc in a cross they have a other brand named habit placed over there which is providing towel over there other then it signways provide kitchen wardrobes and hobs etc. and the other brand in cross providing cutlery Retail assortment strategies:

Width of assortment:s. Abdullah have number of product line in which they have bath sets ,tiles ,tubs ,rooms etc .they are most famous for international brands grohe and roca etcDepth of assortment:In every product line they have depth of every productE.g. in bath tiles; Dubai tiles, Italian tiles with different color ,texture , sizes and design In kitchen; cabinets, wooden work, design tiles, aluminum sheet design etc.

Applying category management:

High Potential Italian tiles ROKA bath sets Jakuzi Winners

Grohe Spain tiles furniture

Underachievers

Kitchen essentials Home essentials Traffic builders

Grohe roca

Suggestions: S .Abdullah promotion have the weakest point of the marketing strategy ,so they can better there promotion by placing more billboards outdoor at store .