Karachi: Imtiaz Departmental Store, has extended its outlets to other cities as well and control a share of market through its exclusive target on middle class society of Pakistan. How Imtiaz has sustained till day where other international franchises also entered the market and produced at a large scale. It is economically assumed that when big giants came to market the average produce ran a loss but this did not happen to Imtiaz since constructive strategy to survive in a market always remains distinguished and unique.
Imtiaz started as a Kiryana store but as the demand grew, it started to integrate horizontally and vertically. Imtiaz targets essential products like flour, rice, cooking oil, spices, and packaging with its own brand name ‘Ponam’. Imtiaz also allows other brands’ products at their stores to allow customers to have their own choice of brand along with marketing a variety of products produced by Imtiaz. Since Imtiaz is the producer also its rates are quite competitive to other brands even at low prices and attract customers. This strategy led Imtiaz to survive a long way.
