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S.

AbdullaHOMES

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

Umar ahmed
(bba02113248)

INTRODUCTION:
Established in 1920 as a 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 multibrand 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,
54600

Price:
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 area

Social 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 higher
Pricing 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 basis
Targeting 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 etc

Depth of assortment:
In every product line they have depth of every product
E.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:

Winners

High Potential
Italian tiles
ROKA bath sets
Jakuzi

Underachievers

Kitchen essentials
Home essentials

Grohe
Spain tiles
furniture

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 .