BRAND

MANAGMENT
Group Leader:
Waleed Akram BBHM-F19-018
Group Members:
Adeel Ahmad BBHM-F19-033
Ahmad Mubarak BBHM-F19-030
Zabi ullah BBHM-F19-032
Kashaf Ashraf BBHM-F19-108

BRAND AUDIT
Introduction:
METRO Cash & Carry – this name stands for
one of the great success stories in modern
commerce. The unique wholesale business-to-
business model of METRO Cash & Carry is
focused only towards professional customers
such as hotels, restaurant and caterers as well as
small and mid-sized retailers. METRO Cash & Carry offers this target group a
greater efficiency than the multilayered supply chain thus helping them to improve
their business: By offering them a one-stop solution for their purchases, by helping
them to improve their assortment, by offering them high quality products at
reasonable and transparent prices and by offering them a consistent supply source.

Value proposition:
“At metro, our value proposition is to offer the best value for money. As such, we
offer fair promotions on original items from local authorized distributors, which
allow us to ensure the quality of the products we stock and provide international
warranties by the brand itself,”

 Primary:
We are caring. Caring towards our customers and our consumers. We are receptive
to their needs, each and every day. We welcome them to our stores and meet their
needs with kindness, warmth and attention to detail.

 Secondary:
Metro Cash & Carry Pakistan, also known as Metro-Habib, formerly known
as Makro Habib Pakistan, is a Pakistani supermarket chain store which is a
subsidiary of German chain Metro Cash & Carry. The company opened its
first store in 2007.
Mission Statement
“METRO is a Cash & Carry Wholesaler for businesses and professionals. METRO
provides quality products and business solutions at the lowest possible prices”

Vision Statement
“METRO will dominate the Cash & Carry wholesale segment globally, through
our unique business formula which improves the competitiveness of our customers
all over the world.”

METRO Cash & Carry – A story of expansion

The self-service wholesale trade came to Europe in the year 1964 when METRO
SB-Großmärkte GmbH & Co. KG was founded in Mülheim/Ruhr. The initiator
and driving force behind this concept was Prof. Dr. Otto Beisheim. In 1967 the
Franz Haniel & Cie. company became a partner in the new venture. Prof. Dr. Otto
Beisheim, the Franz Haniel & Cie. GmbH company and the Schmidt-Ruthenbeck
family then each held one third of the shares in the German METRO activities and
thus constituted the “original group of partners”.
As from the year 1968 the concept was extended beyond the German borders, with
the Dutch company Steenkolen Handelsvereeniging N.V. (SHV) as a new partner.
The two sides jointly established Makro Zelfbedienigsgroothandel C.V. with the
original group of partners holding 40 percent of the shares in this activity. Within
the framework of a first major expansion drive METRO/MAKRO Cash & Carry
entered the market in nine Western European countries by 1972. In the nineties,
METRO Cash & Carry expanded its activities to Portugal, Turkey, and Morocco
and to Eastern Europe.
In July 1996 METRO Cash & Carry merged with Kaufhof Holding AG and Asko
Deutsche Kaufhaus AG and the METRO Group was founded. That year also saw
the group’s going public. The Metro stock is the only retail stock listed in the
German blue-chip index “DAX 30“.
The first step into Asia was taken when METRO Cash & Carry moved into China
in 1996. Today the company is present in 5 Asian countries: China, India, Japan,
Pakistan and Vietnam. The METRO Cash & Carry business is going to be further
internationalized and expanded with the focus on Eastern Europe and Asia.
Already by today, more than 80 percent of the staff is working outside of
Germany. In many countries the company is one of the major employers.

Emotional benefits
 Memory.
 Having a positive mood.
 Confidence and feeling able to do things in shopping
3 Things that means a lot for consumer
 One-stop shopping 
 Advanced customer service 
 Great value for money
5 human personality traits
 Creative
 Approachable
 Sincerity
 Loyalty
 Passionate

Brand promise
Our Promise of quality always goes a long way. OK products are priced to beat the
competition - In this way our customers can pass on this competitive advantage to
their customers with full confidence in our product quality. ... OK product range
encompasses a complete range of everyday use food & non-food products.

Brand positioning
We want to be a champion for independent businesses, putting ourselves in the
shoes of our professional customers at all times. Their initiative, their creativity,
their courage, and their passion serve as our motivation to always be the best in our
business.

What metro is known for?

METRO Cash & Carry offers close to 7,000 world-class products across a
multitude of categories - such as fruits & vegetables, general grocery, dairy, frozen
& bakery products, fish & meat, confectionery, detergents & cleaning supplies,
health & beauty products, media & electronics, household goods and apparel - all
under one roof, and at transparent, low wholesale prices.

Brand Questions
 1. What are your operational regarding brand?
The company has a simple and efficient business concept, which is defined through
its customer base: we cater to Business Customers and End Consumers. We
welcome both families and business owners to our stores every day and serve them
with all our expertise.
Wholesale centers: 10
Market Entry: 2007

2. How’s your working experience in metro?

Good environment and professional people are in management, I am sure I spend
approximately ten years of My life in a very good atmosphere I learn lot and grow
with the company

3. Where you see metro in next 10 years?

Currently the management is operating ten retail stores in Pakistan: Four in Lahore,
three in Karachi and one each in Islamabad, Faisalabad and Multan. Moreover,
they are planning stores in Peshawar, Sialkot. In Next ten years they will be open 5
stores.

4. What is your customer empowerment?

Metro, by giving them resources and options, you're providing them with a much
better buying experience and allowing them to determine the kind of experience
they'd want to have with your brand.

5. What are your unique values?

 Metro Cash & Carry´s offering a wide range of products and having a non-
traditional marketing approach that makes feel the customers as they were a
member of a special “club”. For its international expansion the company created
skills.
6. Tell me about brand
Metro Cash & Carry Pakistan, also known as Metro-Habib, formerly known as
Makro Habib Pakistan, is a Pakistani supermarket chain store which is a subsidiary
of German chain Metro Cash & Carry. The company opened its first store in 2007.

7. Trust factors develop strong relationship with your

customers?
Metro always take care of customers first. Our quality assurance and range build
strong relationship with customers. Also friendly shopping environment and free
parking, customer’s engagement activities.

8. Why do your customers trust you?

Because we are directly dealing with companies where there is no middle man.
Direct products delivered from company to metro which is key part of trust. There
is no compromise on product quality.

9. How your brand story developed & what customer

think about you?
We are here to serve the customers since 2007 and we had built strong relationship
with customers. Our customers are, Traders, Horeca, O&I, DS Online, and End
users.

10. How your brand different from your competitors?

Metro is totally different from competitors because they are doing only End users
business but Metro have 5 different segments of customers which are , Wholesales,
Horeca, O&I, DS Online,End users as well.

Empathy map
 Brand
Say Do
 Good environment and professional  offering a wide range of products
people
 Metro Cash & Carry Pakistan, also
known as Metro-Habib, formerly
known as Makro Habib Pakistan
 5 different segments of customers
which are , Wholesales, Horeca,
O&I, DS Online,End users as well.
 For both families and business
owners
Think Feel
 Next ten years they will be open 5  Metro, by giving them resources
stores. and options,
 directly dealing
 take care of customers first.

Customer feedback
1. Where do you hear about metro?

2. How’s your experience in metro regarding

management?

3. Do metro follow sops?

4. Do you recommend metro to others?

5. How’s your experience of using metro products?

6. What metro need to improve?

7. Regarding the price do like the pricing of metro?

8. How’s the customer service of metro?

9. Why you choose metro?

10. Why do you prefer metro other than any brand?

11. Do you like customers return& exchange policy?

12. Do you like the food of metro?

Empathy map
Customer
 Say Do
 Family  Yes metro follow sops
 Friends  Reasonable price
 Yes they recommend  They like metro food
 Yes they like the price
 Hyper star
 Never tried return &
exchange policy

Think Feel
 Customer service
 Return & exchange policy  Good
 Satisfied
 Good service