Hazari Impex: Building A Brand With Purpose 

Historical Background

Hazari Impex was established by a Bohra family in 1978 when they shifted their marine paint business and started a hardware tool business. However in early 2000s as the new generation entered the business they diversified the business toward consumer goods and one of the earliest brands brought into Pakistan by Hazari time was COLEMAN, the ice box company. But this family owned business was run by 3 brothers and with time passing by the conflicts started rising and in 2015 with mutual agreement the business and its agency brands were distributed, the current Hazari Impex is run by the third generation of the family with around 20 employees and updated with technology. 

Established as Hazari Impex, the company began its journey in the import and distribution sector as a hardware tool distributor. Over time, recognizing shifts in consumer demand and market trends, Hazari Impex strategically pivoted towards camping, travel, and industrial goods. This transformation was driven by a keen understanding of emerging opportunities, particularly in the burgeoning tourism industry in Pakistan. By transitioning from hardware tools to outdoor and travel equipment, Hazari Impex positioned itself as a pioneer in bringing international quality products to the Pakistani market.

Channel Management and Distribution

Delivery Services

Hazari Impex prioritizes efficient delivery services to ensure prompt and reliable product distribution. Leveraging partnerships with reputable delivery companies and platforms like Daraz, the company facilitates nationwide shipping, catering to diverse customer needs. By offering flexible delivery options and expedited shipping, Hazari Impex enhances customer convenience and satisfaction.

Challenges

Despite its commitment to efficient distribution, Hazari Impex faces various challenges in the Pakistani market. Fluctuating exchange rates and the demands of large retail chains pose significant hurdles to seamless logistics. Additionally, navigating regulatory complexities and ensuring compliance with local regulations present ongoing challenges for the company.

Solutions

To address distribution challenges effectively, Hazari Impex adopts a proactive approach focused on strategic partnerships and technological innovation. By forging alliances with reliable delivery partners and optimizing logistics processes, the company streamlines order fulfillment and minimizes delivery times. Moreover, Hazari Impex invests in robust inventory management systems and regulatory compliance measures to ensure smooth operations and regulatory adherence.

Product Range

KingCamp Cot Mat

The KingCamp Cot Mat Comfort is the perfect way to make your camping cot more comfortable. Made from high-quality materials, this mat is soft, supportive, and durable. It’s also water-resistant and easy to clean, making it ideal for use in any outdoor conditions.Itis a great choice for campers of all ages and experience levels. 

Sleeping Bags

The KingCamp Oxygen Sleeping Bag is an obvious selection for your sleeping satisfaction at summer camp. It is crafted with high quality material.Convert this bag into a blanket or quilt after you unzip it all the way. Light weight, portable and space-saving. The bag is easy to roll up into the sturdy sack, which makes your camping experience easy and convenient.

Utility Rope

This high visibility yellow general purpose 0.25” x 50’ (15.25 m) rope is great for around the campsite. The 3 strand twisted, low stretch polypropylene construction resists abrasion, oil, rot and mildew.

Overall length: 50’ (15.25 m).

Safe working load: 130 lbs.

Coleman's Ice Boxes

With its all-terrain wheels and telescopic handle, this high-performance 47 litre cooler is designed to easily transport large volumes of food and drink as well as keep them cool for up to four days. Packed with the thermally efficient injected Polyurethane foam, the slim sides of this cooler ensure the maximum insulation with increased storage space, so you can carry more while taking up less space in your car. When empty, any liquid can be drained through a channel drain.

Fiber Disc 

The range of best quality fiber discs is available in many sizes and affordable prices for utility purposes.

Kamiliant Luggage Sets

The KAMILIANT luggage sets are a great choice for all travellers who are looking for a stylish, durable, and affordable luggage set. It is perfect for both short and long trips.

Unique Selling Preposition

Hazari Impex prides itself on its unique selling proposition grounded in quality, reliability, and affordability. The company meticulously curates its product portfolio, selecting only the finest international brands that meet stringent quality standards. This commitment to excellence extends beyond product selection to encompass competitive pricing, long-term warranties, and exemplary customer service. By offering superior value to customers through a combination of high-quality products and exceptional support, Hazari Impex distinguishes itself as a trusted leader in the industry.

Customer Retention Strategy

Hazari Impex employs a comprehensive customer retention strategy aimed at fostering long-term relationships and ensuring customer satisfaction. Central to this approach is the company's dedication to providing unparalleled after-sales support, including extensive warranties and personalised assistance with product inquiries and installations. Furthermore, Hazari Impex actively solicits feedback from customers, leveraging insights to continuously improve its products and services. By prioritising transparency, responsiveness, and personalised engagement, the company cultivates a loyal customer base that remains steadfast amidst competitive pressures.The younger generation is always out the lookin for the new brands and opportunities to grow the well know 45 years old business working with all renowned supermarkets markets,organisations and companies such as Carrefour, WWF and Pearl-Continental hotel group.

Marketing Mix

A foundation model for businesses, the word “Marketing Mix” refers to the elements of product, pricing, site, and promotion - factors that a corporation may control to persuade customers to buy its goods. It is sometimes also referred to as the four Ps. The four Ps such as product, pricing, place, and promotion are the essential components of marketing that go into selling products and services.Hazari Impex is a consumer good company who deal with different international brands and market their products and items by supplying them in the local markets, mainly focused towards outdoor activities, adventures and travel. Therefore, Hazari Impex signs contracts with different companies and firms from other countries and  mainly imports the products that are trendy, durable and come with a warranty.

Product 

Hazari Impex works closely with international brands and launches the latest products of good quality from exclusive brands of other countries. One of the oldest agencies of Hazari Impex is Coleman's ice boxes which has a wide variety from a capacity of 2 litres to 200 litres of ice boxes, and they are launched instantly with every new model byHazari Impex. Additionally, these ice boxes also come with cooling ice pouches, and if used altogether they provide durability up to 48 hours so the commodities placed inside will not succumb to damages for up to two  days and the freezing effect will last for long. Secondly, Hazari Impex also sells Barbeque grills which are one of their most expensive and premium items, their price ranges from Rs. 40,000 up to Rs. 3 Lakhs. These can also be for decoration purposes in addition to being barbeque grills, they are gas operated grills unlike the traditional models as they can be used when grilling steaks, hence, these are quite popular in USA.Thirdly, for outdoor activities, Hazari Impex sells exclusive quality camps as well as sleeping bags , while for luggage facilities, they import Kamiliant suitcases in terms of hard and soft luggages. In addition, Hazari Impex also markets industrial items such as bins, cleaning buckets, abrasive fibre disc,  industrial pumps which are used to transfer liquids and industrial mobs which are used in hotels.

Place

Hazari Impex is thriving to satisfy its local customer base and collaborating with many outlets and supermarkets in different regions of Pakistan so that its products are easily accessible to its customers. Ranging from Naheed Supermarket in Karachi to AlFatah Store in Lahore, Hazari Impex has signed contracts with major supermarkets to be able to rent out and display their products along other similar categorised items. Moreover, Hazari Impex has its own outlet in Joria Bazaar, Karachi from where they directly deal with the orders and personally manage customers directly from there.

Pricing

Hazari Impex makes use of price skimming strategy as a first step to analyse the market and then accordingly transform its pricing strategies as broken down below with reference to its product range and competitors.

Industrial products of Hazari Impex such as mops, cleaning buckets and the industrial pumps have competitive pricing where the company sets prices as suggested by their market research and based on the prices the competitors set so that its products do not vary much from those of competitors and be at a comparative disadvantage. As for the new brand that Hazari Impex introduced, Kamiliant, its products are marketed with the strategy of Penetration Pricing which suggests establishing a  customer base with initially low prices of the products and then gradually increasing the prices to gain profit while having gained loyal customers.

In addition, the star products of Hazari Impex such as Ice boxes and BBQ grills use  premium pricing due to less competition and best quality with warranty guaranteed.

Promotion

Hazari Impex mainly uses its own social media platforms such as whatsapp and email for marketing, for B2B purposes.Their website is also a great platform for marketing of their products with exclusive details and premium prices. They regularly keep introducing special discounts and promo codes for different Fairs such as in the DolmenMall group at varying mall locations. In addition, Hazari Impex recently offered discounts on Kamiliant suitcases in Carrefour.

Target Customers

Hazari Impex’s target customers vary from one to another such as people interested in sports and outdoor activities can be targeted by marketing high quality ropes, bear bells, camping equipment such as tents ranging from having capacity for 1 person to 8 people as well as sleeping bags which can handle all weather types. Moreover, Hazari Impex also deals in Niche marketing as they aim to target those people too who are ready to invest large amounts of money for high end quality products which can be ice boxes or travel bags which could last for 5-10 years as well. For industrial purposes, Hazari Impex deals and targets the hotels such as Avari Towers and Pearl Continental Hotel who would use cleaning buckets and mops.

In its essence, Hazari Impex is a blend of determination, innovation, and strategic foresight. It veered away from its Lysander-day approach of selling just simple box hardware tools toward a more receptive market into outdoor, travel, and industrial supplies. With quality in mind and an emphasis on customer satisfaction and international collaborations, it tries to keep the heritage of the last 45 years while marching ahead with contemporary marketing and distribution concepts. With the youngsters behind them, Hazari Impex now continues to operate covertly behind the scenes to uphold their aforementioned excellence in such a way that the company is not merely walking on the winds of change but, instead, has firmly anchored itself at the forefront in bringing world-class products to Pakistan.