HISTORYuae.superbrandsmena.com/pdf/pdffile1435295812.pdf · 2017-01-08 · lFairness - aswaaq...
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94 MARKET aswaaq is the mosaic that ties together the multicultural demographics of the region. One of the most recognizable brands of Dubai, aswaaq is not just another retail destination, but it is a pioneering concept in today’s world of shopping. While on paper, aswaaq is a brand that offers medium and large-sized Community Retail Malls, in essence, it is your local retailer working towards building a better neighbourhood. aswaaq’s street market ambience makes shopping a truly unforgettable fun experience. And what makes it so unique? Getting your greens and grains from a supermarket somehow feels unnatural. But then, the present generation would not find an actual street market convenient. So, aswaaq has borrowed the best from both the worlds and provides a street market feel within its plush supermarkets. It is a place that embraces all the values of an authentic market place; it is a place where people will know you, a place where people will listen to you; a place where people will understand your needs and wants. The brand promises quality, convenience and authenticity to its customers. What’s more? It’s a brand that is always close to the community. Today, aswaaq operates from various locations of Dubai - Nadd Al Hamar, Al Mizhar, Mirdiff, Al Warqaa, Umm Suqeim, Al Riqqa, Al Soufoh, Al Badaa, and Al Barsha. The phenomenal growth of aswaaq would have been impossible to achieve had aswaaq not won the hearts of Dubai’s multicultural fabric with “Let’s all speak aswaaq!” reverberating through the length and breadth of Dubai. ACHIEVEMENTS Within a remarkably short time frame, aswaaq has achieved significant business milestones. aswaaq has added to its cap, several feathers in the form of awards and accolades. Needless to say, it is certified by the top-notch certifying bodies around. Among the awards and certifications it has received are: l Dubai Quality Appreciation Certificate l Best Employer-Middle East Award from AON Hewitt for 2013 l Cannes Bronze Award for Brand Identity l ISO 9001:2008 Certification l HACCP Certification l ISO 14001-2004 Certification, Environment Management System l OHSAS 18001-2007 Certification, Occupational Health and Safety l Voted Superbrand for 2014 & 2015 l Dubai Municipality Customer Award for Food Safety Internal Training l Dubai Municipality Food Safety Award in Department Store Category – Mirdiff supermarket l CIO award Recognitions: l Best idea for UAE water AID camping l Ministry of social affairs – Fursati support l Community Development Authority in Dubai for Thukher cards Sponsorships / events: l LS retail in Finland l Share Best Practice Conference & Exhibition 2014 l “Tarahamo” campaign HISTORY aswaaq was mentioned by H.H. Sheikh Mohammed bin Rashid Al Maktoum UAE Vice-President, Prime Minister, and Ruler of Dubai during the presentation of the UAE government’s strategy in April 2007 - “We have solutions that are basically dependent on our youth, like the aswaaq project which is based on state-of-the-art technology, minimizes the need for marginal labor and provides a wide range of opportunities for the youth.”. Since then aswaaq has come a long way embodying the promise of His Highness, and is presently recognized as one of the trusted brands in Dubai following the opening of its first location in October 2008. PRODUCTS The backbone of aswaaq is its 2 core businesses: Supermarket and Real Estate. The supermarkets form the retail operations wing of aswaaq while the real estate wing manages malls, chooses the right retail mix for the malls, leasing premises, maintaining the premises and the engineering required to manage these malls. It has small and medium sized outlets located in the heart of Dubai’s diverse communities, aimed at becoming their shopping destination of choice. The community malls provide the neighbourhoods with an essential retail mix that meets their needs and requirements, ranging from government services to pharmacies, beauty salons, stationery, restaurants, banks and other services. But what matters most is that aswaaq keeps its customers happy with its wonderful loyalty program - “Wafa”. The program offers IT enabled features that guarantees utmost convenience- there is no hassle of carrying membership cards as points can also be stored on Things you didn’t know about aswaaq l The Wafa membership program lists customers from 184 different nationalities indicating that it is truly a much loved brand by most communities. l aswaaq has been honoured by the official visit of H H Sheikh Mohammed Bin Rashid Al Maktoum in the same year it won the Cannes bronze award for brand identity and the WIPPED CREAM Awards for Identity and Branding. l aswaaq wafa loyalty program offers 10% Cash Back on monthly purchases. l aswaaq supermarkets are HACCP certified and the brand is certified by ISO 9001 - 2008 and ISO 14001 – 2004, OHSAS 18001 and has received Dubai Quality Appreciation certificate 2013. smartphones. Moreover, the company launched “Dakakeen”, a new souq concept that combines tradition with a contemporary shopping experience. It aims at supporting local entrepreneurs and promoting homemade products and cottage industries. aswaaq has two Dakakeen branches located at AL Mizhar and Al Warqaa locations. Dakakeen provides a number of products like garments and household items. aswaaq supermarket is set apart by its HACCP & ISO certifications and standards.The supermarket is characterized by the quality of the products, competitive prices, vibrant colours and the flair of a traditional street market brought to life in a contemporary way. Each supermarket is carefully stocked with a tailor-made assortment of products that meets the requirements of the surrounding communities.The supermarket houses its diverse offering in Fishery, Butchery, Fruits & Vegetables, Deli, Frozen and Hot Meals. The size of the supermarkets varies from one location to the next, ranging from 10,000 to 40,000 square feet dedicated to bring the highest standards and quality closer to the customer. RECENT DEVELOPMENTS With an eye to get closer to the community, every plan of development depends on the central vision of being within the heart of the community. Recently, two new outlets have opened in Bada and Barsha. And with the recent inclusion of its Online Shopping, aswaaq is just a one click away from its customers. And along with the online presence, came the social media activity, mapping the popularity of aswaaq on Instagram, Twitter and with #aswaaq in customers’ Facebook accounts. PROMOTION aswaaq has continuously promoted its brand in line with its strategy to expand its business and increase awareness through various communication channels. The Wafa loyalty program is the main tool for promotion used by the company and it guarantees customers up to 10% cash back on their monthly purchases. Presently, more than 22,000 customers enjoy these benefits. The company runs seasonal promotional campaigns on different occasions - National Day, Eids, New Year, Back to School, etc. Realizing its responsibilities, aswaaq does its role as a Responsible Corporate Citizen. It focuses on community development, promoting talents, local products & services, education, health, environment & other social activities through events and sponsorships in coordination with our stakeholders. The focus of aswaaq’s CSR this year falls upon Health and Charity. There is seldom a day when aswaaq is not involved in CSR events and activities. Working towards being benchmarked as a world- class retailer in the region, aswaaq thrives for continuous innovation and excellence by providing quality services and products to its customers and community. We ensure fairness in our offering and value for money through our competitive price, promotions, wafa loyalty program and owned products. BRAND VALUES Vision To be benchmarked as a world-class retailer in the region. Mission To build a Profitable, Competitive and Sustainable business through our people, continuous innovation and excellence by providing quality services and products to our customers and community. Brand Promise l Quality - aswaaq ensures quality products and services complying with regulations and best internationals standards and practices l Fairness - aswaaq ensures fairness in its offering and value for money through competitive price, promotions, wafa loyalty program and private labels. l Return to community - aswaaq is a responsible retailer with commitment to its local community aswaaq is distinguished with a unique brand that has won Cannes Lions International Award in 2009. The brand icons that have been created and identifies aswaaq reflect reflects the diverse culture & community of the UAE. aswaaq believes in its Core Values l Dedication: Committed to deliver l Leadership: Guiding, mentoring and directing l Innovation: Leveraging Creativity l Integrity: Bounded by our ethics, honesty and resiliency l Professionalism: Competent, respectful, dependable and self-accountable l Speed; Efficient & Effective: secret of our success l Teamwork: Embracing diversity and unifying goals l Transparency: Authentic, open and trustworthy l Fun: Energize the atmosphere with a smile aswaaq’s Beliefs are as follows: Transparent and fair: aswaaq believes that customers deserve sincere and transparent information about where their products come from, how they are produced and the way they are priced. Authentic and simple: aswaaq believes that customers are looking for an authentic and traditional shopping experience. It is part of their heritage. It is also their main point of differentiation towards cold, mechanical and massmarket competitors. Fresh and daily: aswaaq believes in providing its customers with fresh food on a daily basis. Making their visit an enjoyable, renewed and inspiring experience is aswaaq’s priority. Caring and personalised: aswaaq believes in offering a true personalised and friendly range of services to their customers. As a daily destination, aswaaq must establish a long term and caring relationship with all customers. For the community: aswaaq believes in contributing to community development by promoting talents and local products. It plays a social role and focuses on the education of their customers, whatever their nationality. aswaaq is distinguished with a unique brand that won Cannes Lions International Award. The brand icons that have been created as an identity to aswaaq, reflects the diversified culture and community of the UAE. www.aswaaq.ae
Transcript of HISTORYuae.superbrandsmena.com/pdf/pdffile1435295812.pdf · 2017-01-08 · lFairness - aswaaq...
94
MARKETaswaaq is the mosaic that ties together the multicultural demographics of the region. One of the most recognizable brands of Dubai, aswaaq is not just another retail destination, but it is a pioneering concept in today’s world of shopping. While on paper, aswaaq is a brand that offers medium and large-sized Community Retail Malls, in essence, it is your local retailer working towards building a better neighbourhood.
aswaaq’s street market ambience makes shopping a truly unforgettable fun experience. And what makes it so unique? Getting your greens and grains from a supermarket somehow feels unnatural. But then, the present generation would not find an actual street market convenient. So, aswaaq has borrowed the best from both the worlds and provides a street market feel within its plush supermarkets. It is a place that embraces all the values of an authentic market place; it is a place where people will know you, a place where people will listen to you; a place where people will understand your needs and wants.
The brand promises quality, convenience and authenticity to its customers. What’s more? It’s a brand that is always close to the community.
Today, aswaaq operates from various locations of Dubai - Nadd Al Hamar, Al Mizhar, Mirdiff, Al Warqaa, Umm Suqeim, Al Riqqa, Al Soufoh, Al Badaa, and Al Barsha. The phenomenal growth of aswaaq would have been impossible to achieve had aswaaq not won the hearts of Dubai’s multicultural fabric with “Let’s all speak aswaaq!” reverberating through the length and breadth of Dubai.
ACHIEVEMENTSWithin a remarkably short time frame, aswaaq has achieved significant business milestones. aswaaq has added to its cap, several feathers in the form of awards and accolades. Needless to say, it is certified by the top-notch certifying bodies around.
Among the awards and certificationsit has received are: l Dubai Quality Appreciation Certificatel Best Employer-Middle East Award from AON Hewitt for 2013l Cannes Bronze Award for Brand Identityl ISO 9001:2008 Certificationl HACCP Certificationl ISO 14001-2004 Certification, Environment Management Systeml OHSAS 18001-2007 Certification, Occupational Health and Safetyl Voted Superbrand for 2014 & 2015l Dubai Municipality Customer Award for Food Safety Internal Trainingl Dubai Municipality Food Safety Award in Department Store Category – Mirdiff supermarketl CIO award
Recognitions:l Best idea for UAE water AID campingl Ministry of social affairs – Fursati supportl Community Development Authority in Dubai for Thukher cards
Sponsorships / events:l LS retail in Finland
l Share Best Practice Conference & Exhibition 2014l “Tarahamo” campaign
HISTORYaswaaq was mentioned by H.H. Sheikh Mohammed bin Rashid Al Maktoum UAE Vice-President, Prime Minister, and Ruler of Dubai during the presentation of the UAE government’s strategy in April 2007 - “We have solutions that are basically dependent on our youth, like the aswaaq project which is based on state-of-the-art technology, minimizes the need for marginal labor and provides a wide range of opportunities for the youth.”. Since then aswaaq has come a long way embodying the promise of His Highness, and is presently recognized as one of the trusted brands in Dubai following the opening of its first location in October 2008.
PRODUCTSThe backbone of aswaaq is its 2 core businesses: Supermarket and Real Estate. The supermarkets form the retail operations wing of aswaaq while the real estate wing manages malls, chooses the right retail mix for the malls, leasing premises, maintaining the premises and the engineering required to manage these malls. It has small and medium sized outlets located in the heart of Dubai’s diverse communities, aimed at becoming their shopping destination of choice.
The community malls provide the neighbourhoods with an essential retail mix that meets their needs and requirements, ranging from government services to pharmacies, beauty salons, stationery, restaurants, banks and other services.But what matters most is that aswaaq keeps its customers happy with its wonderful loyalty program - “Wafa”.
The program offers IT enabled features that guarantees utmost convenience- there is no hassle of carrying membership cards as points can also be stored on
Things you didn’t know aboutaswaaq
l The Wafa membership program lists customers from 184 different nationalities indicating that it is truly a much loved brand by most communities.l aswaaq has been honoured by the official visit of H H Sheikh Mohammed Bin Rashid Al Maktoum in the same year it won the Cannes bronze award for brand identity and the WIPPED CREAMAwards for Identity and Branding.l aswaaq wafa loyalty program offers 10% Cash Back on monthly purchases.l aswaaq supermarkets are HACCP certified and the brand is certified by ISO 9001 - 2008 and ISO 14001 – 2004, OHSAS 18001 and has received Dubai Quality Appreciation certificate 2013.
smartphones.Moreover, the company launched “Dakakeen”, a new souq concept that combines tradition with a contemporary shopping experience. It aims at supporting local entrepreneurs and promoting homemade products and cottage industries. aswaaq has two Dakakeen branches located at AL Mizhar and Al Warqaa locations. Dakakeen provides a number of products like garments and household items.
aswaaq supermarket is set apart by its HACCP & ISO certifications and standards.The supermarket is characterized by the quality of the products, competitive prices, vibrant colours and the flair of a traditional street market brought to life in a contemporary way. Each supermarket is carefully stocked with a tailor-made assortment of products that meets the requirements of the surrounding communities.The supermarket houses its diverse offering in Fishery, Butchery, Fruits & Vegetables, Deli, Frozen and Hot Meals.
The size of the supermarkets varies from one location to the next, ranging from 10,000 to 40,000 square feet dedicated to bring the highest standards and quality closer to the customer.
RECENT DEVELOPMENTSWith an eye to get closer to the community,
every plan of development depends on the central vision of being within the heart of the community.
Recently, two new outlets have opened in Bada and Barsha. And with the recent inclusion of its Online Shopping, aswaaq is just a one click away from its customers. And along with the online presence, came the social media activity, mapping the popularity of aswaaq on Instagram, Twitter and with #aswaaq in customers’ Facebook accounts.
PROMOTIONaswaaq has continuously promoted its brand in line with its strategy to expand its business and increase awareness through various communication channels.
The Wafa loyalty program is the main tool for promotion used by the company and it guarantees customers up to 10% cash back on their monthly purchases. Presently, more than 22,000 customers enjoy these benefits. The company runs seasonal
promotional campaigns on different occasions - National Day, Eids, New Year, Back to School, etc.
Realizing its responsibilities, aswaaq does its role as a Responsible Corporate Citizen. It focuses on community development, promoting talents, local products & services, education, health, environment & other social activities through events and sponsorships in coordination with our stakeholders.
The focus of aswaaq’s CSR this year falls upon Health and Charity. There is seldom a day when aswaaq is not involved in CSR events and activities.Working towards being benchmarked as a world-class retailer in the region, aswaaq thrives for continuous innovation and excellence by providing quality services and products to its customers and community.
We ensure fairness in our offering and value for money through our competitive price, promotions, wafa loyalty program and owned products.
BRAND VALUESVisionTo be benchmarked as a world-class retailer in the region.MissionTo build a Profitable, Competitive and Sustainable business through our people, continuous innovation and excellence by providing quality services and products to our customers and community.Brand Promisel Quality - aswaaq ensures quality products and services complying with regulations and best internationals standards and practicesl Fairness - aswaaq ensures fairness in its offering and value for money through competitive price, promotions, wafa loyalty program and private labels.l Return to community - aswaaq is a responsible retailer with commitment to its local communityaswaaq is distinguished with a unique brand that has won Cannes Lions International Award in 2009. The brand icons that have been created and identifies aswaaq reflect reflects the diverse culture & community of the UAE.aswaaq believes in its Core Valuesl Dedication: Committed to deliverl Leadership: Guiding, mentoring and directingl Innovation: Leveraging Creativity
l Integrity: Bounded by our ethics, honesty and resiliencyl Professionalism: Competent, respectful, dependable and self-accountablel Speed; Efficient & Effective: secret of our success l Teamwork: Embracing diversity and unifying goalsl Transparency: Authentic, open and trustworthyl Fun: Energize the atmosphere with a smile
aswaaq’s Beliefs are as follows:Transparent and fair: aswaaq believes that customers deserve sincere and transparent information about where their products come from, how they are produced and the way they are priced.Authentic and simple: aswaaq believes that customers are looking for an authentic and traditional shopping experience. It is part of their heritage. It is also their main point ofdifferentiation towards cold, mechanical and massmarket competitors.Fresh and daily: aswaaq believes in providing its customers with fresh food on a daily basis. Making their visit an enjoyable, renewed and inspiring experience is aswaaq’s priority.Caring and personalised: aswaaq believes in offering a true personalised and friendly range of services to their customers. As a daily destination, aswaaq must establish a long termand caring relationship with all customers.For the community: aswaaq believes in contributing to community development by promoting talents and local products. It plays a social role and focuses on the education of their customers, whatever their nationality.
aswaaq is distinguished with a unique brand that won Cannes Lions International Award.
The brand icons that have been created as an identity to aswaaq, reflects the diversified culture and community of the UAE.
www.aswaaq.ae
