"A Comprehensive Comparative Analysis of

Chase and Imtiaz"

Abstract:
This detailed report provides an in-depth comparative analysis of Chase and Imtiaz,
two prominent brands operating in different industries. By examining various
aspects such as brand positioning, customer experience, and market presence, this
report aims to identify the strengths and weaknesses of each brand and provide
valuable insights for strategic decision-making.
Introduction:
Chase Value is a leading department store retailer in Pakistan, which has been in
business since 2009. It is a one-of-its-kind retail store where all middlemen have
been eliminated from the supply chain to minimize the product cost and transfer all
the benefits of the resulting savings to customers in the form of reduced prices.
Chase Value has become a prominent retail chain offering a comprehensive shopping
experience in Pakistan. With a wide range of products including groceries,
electronics, clothing, and home goods, Chase Value emphasizes affordability,
convenience, and quality. Their strategic store locations, friendly staff, and
commitment to customer satisfaction ensure a seamless and enjoyable shopping
journey. By partnering with reputable brands, Chase Value guarantees the
authenticity of its products, building trust with customers. Furthermore, their
engagement with the local community showcases their commitment to making a
positive impact beyond retail. Since its inception, Chase Value has established itself
as a trusted destination for individuals and families seeking value, convenience, and
a rewarding shopping experience.
With a promise of wholesale prices all year round, Chase Value owns multiple
branches in Karachi, one in Multan, one in Bahawalpur, one in Faisalabad & one in
Islamabad, and an e-commerce website that serves across Pakistan.
Imtiaz Supermarket offers customers a unique shopping experience in Karachi, one
of Pakistan's largest metropolitan cities. It stands out as a modern retail
departmental store catering to everyday needs. Currently, Imtiaz operates four
outlets strategically located in key areas of Karachi, including Nazimabad, DHA,
Bahadurabad, and Shahra-e-Faisal. As the first retail store in the southern region of
Pakistan's financial capital, Imtiaz has established itself as a leader in modern
shopping.
Imtiaz Supermarket prides itself on providing convenience, an extensive product
range, excellent customer service, and unmatched affordability. Customers can shop
at Imtiaz Supermarket at flexible timings, ensuring a convenient experience within a
safe and secure environment. Unlike traditional open markets, Imtiaz Supermarket
ensures the sale of vegetables, fruits, and meat in a hygienic environment. Moreover,
the supermarket offers a wide array of products under one roof, catering to diverse
consumer needs.
Imtiaz Supermarket's commitment is to surpass customer expectations, continuously
striving to provide an exceptional shopping experience. With its comprehensive
offerings and customer-centric approach, Imtiaz Supermarket has become a
preferred destination for modern shopping in Pakistan.
We conduct online survey. We found that the responses we have collected are more
belong to age group 25-30.

The ratio of responses of males and females are slightly different. Both the gender involves in
shopping. Females are leading but men are also interested in retail shopping.

In most of the survey we have found out that spouses are playing a very significant role in
purchasing from stores.
While taking the survey we came to know that majority are the people who belongs to middle class
interested in retail shopping. Our survey belongs to middle class group as the questionnaire has
been filled by middle class people.

The data we have collected are mostly from Karachi central location.

When we took this survey, we came to know that many people know about imtiaz then they know
about chase. Imtiaz got 97.4% and chase was at 94.9%
When we ask about when did they last shopped from respective store, we found out that people are
shopping from Imtiaz more than they are shopping from chase.
In this report we will further discuss which store is providing best services in terms
of all.
An analysed view on why Chase and Imtiaz are competing brands:
1. Brand positioning:
Chase has strategically positioned itself as a reliable and customer-centric retail
bank. With a strong emphasis on personalized financial solutions and innovative
banking services, Chase has successfully differentiated itself from competitors. The
brand has effectively communicated its commitment to customer satisfaction,
convenience, and technological advancements, positioning itself as a trusted partner
in fulfilling financial needs. Chase's brand image is associated with reliability,
professionalism, and a wide range of financial products and services. By targeting
diverse market segments, including individuals, families, and businesses, Chase has
established a strong presence in the banking industry, leveraging its extensive
network of branches and digital platforms to cater to customer needs effectively.
Imtiaz has strategically positioned itself as a modern and comprehensive retail
departmental store catering to everyday needs. The brand focuses on providing
convenience, an extensive product range, excellent customer service, and unmatched
affordability. Imtiaz's brand positioning resonates with its target audience as a one-
stop shopping destination, offering a diverse range of products under one roof. By
emphasizing a hygienic and safe shopping environment and consistently delivering a
pleasant customer experience, Imtiaz has established itself as a leader in modern
shopping in Pakistan. Its geographic presence in major areas of Karachi further
strengthens its position and accessibility for customers. Imtiaz's brand image is
associated with convenience, affordability, and a commitment to exceeding customer
expectations.
In summary, both Chase and Imtiaz have effectively positioned themselves in their
respective industries. Chase has positioned itself as a reliable and customer-centric
retail bank, catering to diverse financial needs, while Imtiaz has positioned itself as a
modern and comprehensive retail store, focusing on convenience, affordability, and
an extensive product range. Both brands have successfully communicated their
unique value propositions and established strong brand images, allowing them to
capture their target markets and maintain a competitive edge in their respective
industries.
2. Target Market Overlap:
While Chase operates in the banking industry and Imtiaz in the retail industry, both
brands target overlapping segments of customers. Many individuals and families
who utilize banking services from Chase also require retail products offered by
Imtiaz. This overlap in the target market creates competition between the two brands
as they strive to capture and retain customers within this shared customer base.
3. Brand Differentiation:
Despite operating in different industries, Chase and Imtiaz compete through brand
differentiation. Both brands aim to position themselves uniquely in the minds of
customers. Chase differentiates itself by focusing on financial services, personalized
solutions, and technological advancements. Imtiaz, on the other hand, emphasizes its
modern retail experience, affordability, and diverse product range. The distinct
brand positioning leads to competition as customers evaluate and choose between
the two brands based on their specific needs and preferences.
4. Customer experience:
Chase excels in delivering a positive and seamless customer experience in the
banking industry. The brand focuses on creating user-friendly digital platforms and
convenient banking solutions to meet the evolving needs of its customers. Chase
offers a range of online and mobile banking services, allowing customers to easily
manage their accounts, make transactions, and access financial information anytime,
anywhere. Additionally, Chase's physical branches provide a welcoming environment
with well-trained staff members who are attentive to customer needs. The brand's
commitment to technological advancements, personalized service, and convenient
banking options contributes to an enhanced customer experience and fosters long-
term relationships with its clients.
Imtiaz supermarket strives to provide a delightful customer experience through its
modern retail offerings. The brand places a strong emphasis on convenience, product
variety, and affordability to meet the diverse needs of its customers. Imtiaz's store
layout is designed for easy navigation, creating a pleasant shopping experience. The
brand focuses on maintaining a hygienic and safe environment, ensuring that
customers can shop with confidence. Imtiaz's staff members are trained to be
friendly and helpful, offering assistance and guidance throughout the shopping
journey. The brand also values customer feedback, actively seeking ways to improve
its offerings based on customer suggestions. Imtiaz's commitment to customer-
centricity contributes to an enjoyable and satisfactory shopping experience for its
customers.
In summary, both Chase and Imtiaz prioritize customer experience and strive to
deliver positive interactions. Chase excels in providing convenient and user-friendly
banking solutions, both online and in-branch, fostering a seamless customer
experience. Imtiaz supermarket emphasizes convenience, affordability, and a
hygienic shopping environment, creating an enjoyable and satisfying experience for
shoppers. Both brands' commitment to meeting customer needs, personalized
service, and continuous improvement contribute to their positive reputation and
customer loyalty in their respective industries.
5. Geographic Presence:
Chase and Imtiaz have a significant presence in key geographic locations, particularly
in major cities like Karachi. This geographic overlap further intensifies the
competition between the two brands. Customers within these areas have the option
to choose between Chase's banking services and Imtiaz's retail offerings, leading to a
competitive environment where both brands vie for customer attention and loyalty.
6. Pricing:
Chase adopts a competitive pricing strategy in the banking industry. The brand offers
a range of financial products and services at competitive rates, ensuring that
customers receive value for their money. Chase strives to provide transparency in its
pricing structure, allowing customers to make informed decisions about their
banking needs. Additionally, the brand offers attractive interest rates, favourable
terms, and fee waivers on certain accounts and services, providing added benefits to
its customers. By offering competitive pricing, Chase aims to attract and retain
customers while positioning itself as a trusted and affordable banking option.
Imtiaz supermarket is known for its affordable pricing strategy, catering to a wide
range of customers with varying budgets. The brand focuses on offering competitive
prices on everyday consumer goods, ensuring that customers can find quality
products at reasonable rates. Imtiaz's pricing strategy aims to provide customers
with a cost-effective shopping experience without compromising on product quality.
Additionally, the brand periodically offers promotional discounts, special deals, and
loyalty programs to reward customer loyalty and provide additional value. By
maintaining competitive pricing, Imtiaz positions itself as a preferred retail
destination for customers seeking affordability and value for money.
In summary, both Chase and Imtiaz adopt pricing strategies that align with their
respective industries. Chase focuses on competitive pricing in the banking sector,
offering transparent rates and attractive terms to attract and retain customers.
Imtiaz emphasizes affordability in the retail industry, providing competitive prices
on everyday consumer goods and offering additional benefits through promotions
and loyalty programs. Both brands aim to provide value to their customers through
their pricing strategies, ensuring that customers receive quality products and services
at reasonable rates.
7. Problems face by customers:
Chase:
1. Lengthy Wait Times: One common issue reported by customers of Chase is
the presence of long wait times, particularly in branches during peak hours.
This can lead to frustration and inconvenience for customers who are looking
for quick assistance or transactions.
2. Complex Fee Structure: Some customers have expressed concerns about
the complex fee structure associated with certain banking products and
services offered by Chase. Understanding the various fees and charges can be
challenging for customers, leading to confusion and unexpected costs.
3. Limited Branch Availability: In some regions, customers have mentioned
limited availability of Chase branches, which can pose challenges for
individuals who prefer in-person banking or face-to-face interactions with
bank representatives.
Imtiaz:
1. Crowded Stores: One common issue faced by customers at Imtiaz
supermarkets is overcrowding, especially during peak shopping hours or on
weekends. The large number of customers can lead to longer queues, difficulty
in navigating aisles, and a potentially less pleasant shopping experience.
 2. Product Availability: Some customers have reported occasional issues with
product availability, particularly for high-demand items. This can be
frustrating when customers are unable to find the specific products, they are
looking for during their shopping trip.
3. Checkout Delays: At times, customers have experienced delays at the
checkout counters, especially when there is a high volume of shoppers.
Insufficient staff or technical issues with the checkout systems can contribute
to longer wait times and inconvenience for customers.
It's important to note that while these issues have been reported by some customers,
both Chase and Imtiaz actively work to address and resolve such concerns. They
continuously strive to improve their services, optimize customer experiences, and
ensure customer satisfaction.
Factors Influencing Customers' Choice Between Imtiaz and Chase for
Shopping:
Selection of Chase:
1. Trust and Security: Chase is a well-established and trusted banking
institution with a strong reputation for providing secure financial services.
People may choose Chase for its robust security measures and commitment to
safeguarding their financial information and transactions.
2. Financial Services: Chase offers a wide range of financial services,
including savings accounts, checking accounts, loans, credit cards, investment
options, and wealth management. People who prioritize comprehensive
banking solutions and value the convenience of having multiple financial
services under one roof may choose Chase.
3. Technology and Innovation: Chase is known for its technological
advancements in banking. The brand provides convenient digital banking
solutions, including online banking, mobile banking apps, and advanced
features such as mobile check deposits and person-to-person payments.
People who prefer the convenience and flexibility of managing their finances
digitally may choose Chase.
4. Brand Reputation: Chase has a strong brand reputation built on its history
and reliability in the banking industry. The brand's longevity and positive
customer experiences contribute to trust and confidence in selecting Chase as
a banking provider.
Selection of Imtiaz:
 5. Product Range and Affordability: Imtiaz offers a wide variety of products
at affordable prices, including groceries, household items, electronics,
clothing, and more. People who prioritize cost-effective shopping and a
diverse range of products may choose Imtiaz over other retailers.
6. Shopping Experience: Imtiaz supermarkets provide a modern shopping
experience with well-organized store layouts, cleanliness, and a pleasant
ambiance. People who enjoy the convenience of finding different products in
one place and appreciate the overall shopping environment may choose
Imtiaz.
7. Convenience and Accessibility: Imtiaz operates multiple outlets in key
locations, making it easily accessible to a larger customer base. The
convenience of having an Imtiaz store nearby, combined with flexible store
timings, appeals to individuals seeking a convenient and hassle-free shopping
experience.
8. Customer Service: Imtiaz focuses on providing good customer service,
including personalized assistance, knowledgeable staff, and a customer-
friendly approach. People who appreciate attentive and helpful staff members
during their shopping experience may choose Imtiaz.
9. Cultural Preferences: Imtiaz supermarkets cater to the cultural
preferences and shopping habits of the local population. They offer a diverse
range of products, including regional and ethnic specialties, which can attract
customers who have specific cultural preferences and seek a store that caters
to those needs.
Why they are best in their respective field:
Imtiaz and Chase are considered leaders in their respective fields due to several
factors that contribute to their excellence and success. Let's explore why they are
considered the best:
Imtiaz:
1. Product Variety and Quality: Imtiaz stands out for its extensive range of
products across various categories, including groceries, household items,
electronics, and clothing. The store is known for offering high-quality
products, ensuring customer satisfaction and loyalty.
 2. Affordable Pricing: Imtiaz is highly regarded for its competitive pricing
strategy, offering affordable options to customers. The store focuses on
providing value for money, attracting budget-conscious shoppers and earning
a reputation for delivering cost-effective retail solutions.
3. Shopping Experience: Imtiaz emphasizes creating a pleasant and
enjoyable shopping experience for its customers. The store's well-organized
layouts, cleanliness, and customer-friendly ambiance contribute to an
enhanced shopping journey, making it a preferred choice among consumers.
4. Convenience and Accessibility: With multiple outlets strategically located
in major areas of Karachi, Imtiaz ensures convenience and accessibility for a
wide customer base. The store's flexible timings accommodate varying
schedules, enabling customers to shop conveniently at their preferred time.
Chase:
1. Trust and Reliability: Chase has established itself as a trusted and reliable
banking institution, earning the confidence and loyalty of customers. The
bank's long-standing presence and solid reputation in the financial industry
make it a preferred choice for individuals and businesses seeking secure and
dependable banking services.
2. Comprehensive Financial Solutions: Chase offers a comprehensive
range of financial products and services, catering to diverse customer needs.
Whether it's personal banking, investment solutions, mortgage services, or
business banking, Chase provides tailored solutions that meet the
requirements of its customers.
3. Technological Innovation: Chase is at the forefront of technological
advancements in the banking sector. The bank invests in innovative digital
platforms and tools, offering convenient online and mobile banking services.
Customers can manage their accounts, make transactions, and access a range
of features seamlessly, enhancing their banking experience.
4. Customer Service Excellence: Chase places a strong emphasis on
delivering exceptional customer service. The bank invests in training its staff
to provide knowledgeable and efficient assistance to customers, addressing
their queries and concerns promptly. Chase's commitment to excellent
customer service contributes to customer satisfaction and loyalty.
Both Imtiaz and Chase have established themselves as leaders in their respective
fields by prioritizing customer needs, offering quality products/services, and
delivering a positive customer experience. Their dedication to continuous
improvement, innovation, and customer-centric approaches makes them the best
choices for individuals seeking retail solutions (Imtiaz) or comprehensive banking
services (Chase).
Suggestions regarding improving their brands:
Suggestions for Improving Imtiaz:
1. Expansion and Market Penetration: Imtiaz can consider expanding its
presence beyond Karachi and explore opportunities to open new outlets in
 other major cities in Pakistan. This would help the brand reach a wider
customer base and increase its market share.
2. Enhancing Online Presence: Given the growing popularity of online
shopping, Imtiaz can invest in developing a robust e-commerce platform. This
would enable customers to conveniently shop for their desired products
online, offering them a seamless shopping experience and expanding Imtiaz's
reach to customers outside its physical store locations.
3. Customer Loyalty Program: Implementing a customer loyalty program
can encourage repeat business and foster customer loyalty. Imtiaz can offer
rewards, discounts, and exclusive offers to loyal customers, incentivizing them
to choose Imtiaz over competitors and further enhancing customer retention.
4. Improving Product Display and Merchandising: Imtiaz can focus on
improving its product display and merchandising techniques to create visually
appealing store sections and enhance the overall shopping experience.
Effective signage, attractive product placement, and well-organized shelves
can attract customers and make their shopping journey more enjoyable.
Suggestions for Improving Chase:
1. Enhanced Digital Banking Services: While Chase has made strides in
digital banking, continuous innovation in online and mobile banking services
can further enhance the customer experience. Adding features like real-time
account updates, personalized financial insights, and intuitive user interfaces
can provide customers with greater control and convenience in managing
their finances.
2. Customized Financial Solutions: Chase can further tailor its financial
solutions to meet the unique needs of different customer segments. By
understanding specific customer requirements, Chase can offer personalized
services and product bundles that address their financial goals more
effectively, fostering long-term relationships.
3. Streamlined Customer Support: Improving the efficiency and
effectiveness of customer support services can enhance customer satisfaction.
Implementing streamlined processes, reducing response times, and providing
multi-channel support options (such as chatbots and social media support)
can ensure timely and satisfactory resolution of customer queries and
concerns.
4. Community Engagement: Building stronger connections with local
communities through corporate social responsibility initiatives can enhance
brand reputation and customer loyalty. Chase can participate in community
development programs, sponsor local events, and engage in charitable
initiatives to showcase its commitment to social responsibility and community
welfare.
By implementing these suggestions, both Imtiaz and Chase can further improve their
offerings, customer experiences, and market positions, ultimately solidifying their
positions as leading brands in their respective industries.