“INTRODUCTION”
“POPULAR RICE TRADERS”
(HISTORY OF THE ENTERPRISE AND ITS JOURNEY OF SUCCESS)
Popular Rice Traders is a Karachi city based organization in Pakistan. Mr. Abdul Sattar, owner
of this organization, started his business journey with his sons in 1988 from a rented general
(FMCG) wholesale outlet in Jodia bazaar wholesale market in Karachi, Pakistan, within few
years bought that shop and two other general wholesale, and a retail outlet of same business.
In 1998, as part of family business, started a new business with the name of ”Popular Rice and
Commission Agent”; the main work of this business was distributing the range of rice and pulses
in different areas of Karachi’s wholesale and retail markets and some areas of interior Sindh, and
Baluchistan (provinces of Pakistan).
In 2008, Mr. Abdul Sattar gave the whole charge of ‘Popular Rice and Commission Agent’ to the
fifth of his son, Mr. Muhammad Sohail, who back from Huddersfield, United Kingdom after
completing Post Graduate in Business Studies.
‘Popular Rice and Commission Agent’ was not sole distributor of other companies’ products, and
competitos were doing business of the same products in the same market segment as well, so
about us
organisation changed their strategy, and had launched own brands in time to time, and were
distributing those products at cheaper price alongside in comparison with other well-known
products which were high in prices.
In 2012, it turned the name of firm with ‘Popular Rice and Commission Agent’ to ” Popular Rice
Traders”, start to emphasize on own brands; those products are highly qualitative, and
comparatively cheaper in price, as a better alternative of other well known expensive brands in
prices.
In 2013, ”Popular Rice Traders” launched its premium quality brand ‘‘Popular Dhamaka’’,
which is doing exceptionally well in the local market, and has earned a goodwill of its valued
customers.
In 2014 ”Popular Rice Trades” continuously evaluating its product portfolio to provide
consumers a variety and have added a few more new brands, such as ‘Dollar Brand’, Anmol
Dana’, Nageena Brand’, ‘Crystal brand’, ‘Super 125 Brand’, ‘Diomand Rice’, ‘Silky Basmati’,
and ‘Golden Gift Brand’.
As according to Mr. Abdul Sattar, The Patron of the organisation, ”where the first step is taken,
no one can stop to reach on destination, journey is start, move and catch-up what you want”.
In 2016, Popular Rice Traders expend business from local to international market, with a wide
range of products list.
The intention of Popular Rice is to provide a wide range of quality products at competitive price
to their customers, to achieve the objective of becoming a major participant in the industry by
getting possible high market share.
popular Rice Traders always try its best to meet the customer requirements, focusing on all of
its products, and brands, competent international packaging standards, which is of course differ
to place to place, as it is fact that brand look, its name and image always count on its sale in a
market. ”Provide Qualitative Products at Competitive Price
with Good Services
MISSION STATEMENT
”Provide Qualitative Products at Competitive Price with Good Services’
BRAND:
Brand is a name, logo, design, symbol, and packing of product which differentiate it to one
product from others, as it create the image of organization itself.
it is our organisational policy and marketing strategy that what, how and whom to make brand
name of our products, as we believe that brand name, and its look is our an intangible asset
which builds the image of our organisation itself.
Brand imagery is the key element which forms the association in the customer mind, so build the
image of our brand, we also use different effective marketing tools (such as advertisement in
print and social media) in order to create the image of our brand in the mind of our valued
customers due to its conscious and subconscious effects.
QUALITY:
Quality is the point of meeting the requirement and essential for satisfaction of customers. it is
very necessary for the every organisation existence in market, to ensure to produce high quality
of products, that meets the requirement of customers.
We believe quality of product is very important for our organisation to survive in competitive
market. we use quality of our product as competitive weapon, we provide the quality whatever
our customer says or wants-which goes back to meet or exceed our customers’ requirements and
expectations, it is everything that leads to customer satisfaction.
We declared that by creating the quality environment in our business, we take lot of benefits,
customer satisfaction is one of them, and once customer is satisfy with the product and its
quality, we as an organisation enjoy with key benefits, top most of them is build the positive
image of our organisation.
PRICES:
Decision to set the price of goods is very complex in every age, specially today in very
competitive market it is difficult decision to set the price of product, as it is one of the
strategically marketing tools which generate sale, and a minor change in set the price can highly
effects the product sale.
Our intention to set competitive low prices of our products to increase sales. It is our objective
to provide good quality products at low prices, because we believe price of product contain high
value, and can change behaviour of our customer either to buy our product or not.
in this regard we always think as buyer perspective, and try our best to set competitive low price
according to quality, so we understand that our customer is always going to weigh up promises
of quality against the price and decide weather it is worth paying or
PUBLIC RELATION :
We give very much importance to Public Relation, It is a way of communication between us and
all our those internal and external stakeholders who can influence to achieve our goals and
targets , We believe in our business the better the relations is kept the better result would be.
PR in our business means also to create a long lasting and strong relationship between the
product and the consumers, it is very important for the purpose of creating a positive image of
the product in consumers mind.
the core idea behind Public Relation is to establish good relation with all the stakeholders and
having goodwill amongst them, which in return pays us time to time. it is about reputation- the
result of what you do, what you say and what other say about you.
CUSTOMER SATISFACTION :
We consider Customer satisfaction as most important and competitive factor. Satisfaction of customers is considered vital because ”it is the degree of happiness, experience by the customer”, our customer care is very crucial and by keeping the promises made to the perspective buyers, we enhance our business to a very great deal. We understand that it is essential for us to meet the requirement of customers to satisfy them, if
want to exist for the long term in the market .
COMPETITIVE MARKETIN
STRATEGY :
Competitive strategies in our business means an understanding of what our customers value, or
might value, and at what price.
the core idea behind the competitive marketing strategy is to provide something different to our
customers for their satisfaction comparatively to the others. As it is fact that actions speak louder
than words, so we try our best to provide as much as possible to facilitate to our customers.
DELIVERY TIME :
”Time is money”, customers in today’s market are increasingly time sensitive. Speed of delivery in business means how fast customer served, where lead time play its major role in any business’s ability to compete. Every step in supply goods required a span of time to perform the activity which
depend on its framework, we take the responsibility to deliver goods on time after
receipt of order, as we believe that long lead-times mean a slower response to
customer requirement s…
JIT (Just in Time) is our business tool which play its greater role for us to compete
and success in market. we assure timely and accurate delivery of products ordered by customers with accurate follow up and enquiry response
OUR TEAM:
Our skilled team explain the total culture and attitude of our company, who aims to continuously provide the good services to our customer, to satisfy their needs. We always offer great customer services through our professional staff, we believe quality work is an integral part of our culture in all steps of the company’s operations; it is a philosophy of continuous improvement in every action.
Our skilled workforce is devoted to our clients.