Marketing Orientation of Arpico Supercentre
- 1. Marketing Orientation of Arpico Supercentre Contents Marketing Orientation of Arpico Supercentre ...........................................................................1 Business Philosophy ..................................................................................................................2 Vision.........................................................................................................................................2 Mission.......................................................................................................................................2 The Products of ARPICO Supercenter ..................................................................................3 Existing Facilities of Arpico Super Center towards its Customers........................................4 Modern Techniques and Benefits to the Customers ..................................................................4 Marketing Mix of Arpico Supercentre.......................................................................................5 Customer Preference of Arpico Supercentre .............................................................................6 Arpico’s competitors..................................................................................................................6 How Arpico supercentre differ from other competitors.............................................................7 Achievements of Arpico supercentre .........................................................................................8 Recommendations Which We Can Give to the Marketing Orientation of Arpico Supercentre 8
- 2. Business Philosophy Arpico Supercentre is the ideal shopping destination for the entire family. All their stores are committed to giving you only the best every time .Arpico has always enjoyed the commitment of countless Sri Lankan homes since, its dawn nearly 80 years ago. Since then, they have continued to prove their trustworthiness and loyalty to their customers through the long passages of time. Their extensive supermarket chain located at different spots throughout the island is devoted to providing customers with friendly and consumer oriented services. Their services are constantly improved to meet the varying preferences of every customer. They are also the retailers of the largest range of household utility goods in Sri Lanka. Since they offer an unbelievably wide range of household goods, grocery items and other products, customers can enjoy the ease and convenience of purchasing all their required shopping goods under the same roof. The wide aisles and spacious layout of the building interior and parking grounds are all constructed and maintained to meet the highest standards of quality and excellence. Their modern supermarkets make a highly recommended shopping destination for the modern customer, to cut down much time and effort, and also to add flavour to the daily shopping routine. Vision To be a market driven, technologically oriented diverse group. We will organize and operate to continually focus on exceeding the expectations of our customers, whilst excelling in profitability and we will attract, develop and retain talented people to ensure the continued growth and viability of all our business ventures. Mission To continually exceed the expectations of our customers. To optimize the contribution from our employees by providing career and personal development opportunities, thereby creating an atmosphere that would motivate and internalize employee aspirations with corporate objectives. To provide a satisfactory return to shareholders whilst retaining sufficient funds for reinvestment, thereby enhancing corporate wealth. To ensure continuous growth by the planned expansion and diversification of business activities. To continually strive for the uplift of our community whilst adhering to high ethical standards in business.
- 3. The Products of ARPICO Supercenter Arpico Super Center has many Products under one roof. The company has categorized those Products into three Sections. They are: The Fast Moving Consumer Goods(FMCG) Section Food Items-Biscuits, Fast foods, Chocolates, Snacks Vegetables and Fruits General Market Section Toys Stationeries Sport Items Pillows Hardware Items Furniture Chairs and Tables Sofas Bedroom Furniture Clothing Children Gents and Ladies Electronic Goods Phones and accessories Cameras Laptops
- 4. Existing Facilities of Arpico Super Center towards its Customers Arpico Super Center is one of the modern sophisticatedshopping destinations in the country. It provides various products under single roofand provides various facilities to its customers. The most of the existing Facilities are well known to its renowned customers. Some of the facilities are: Most of the Arpico Supercentres provide Parking facilities to its Customers freely. Canteen facilities with Wi-Fi facilities are also provided to the customers who visit Arpico centres. Arpico which are located with large area capacity has Play zones and Game centres to the children to spend their leisure. They even provide Coffee lounge to its Customers to make them refresh after purchasing. Liquor stores are also located for the customers who prefer drinking liquor and beer. Arpico Supercentres also have given their customers with Pharmacy facilities which make customers make their shopping easier under one roof. ATM Card centres are also fixed at the entrance of the Arpico Supercentres. Commercial bank card facilities are also provided in most of the Arpico Outlets. Apart from all Arpico provides their customers with Transport delivery Services, ex: Furniture delivery. Modern Techniques and Benefits to the Customers ARPICO privilege loyalty card holders are rewarded with the chance of winning a variety of valuable free gifts while enjoying much more benefits the New Year season. Members can also earn bonus points and discounts on certain promotional items, making their shopping experience even more enriching. They have improved the online shopping with visa master card and any other payment systems etc... Over 40 000+ products punches they give gift vouches to get satisfy the customer and get high benefits. Daily savings and discounts up to 30% on over 2000 products with super saver including special weekend offers.
- 5. Marketing Mix of Arpico Supercentre Traditionally the marketing mix consists with4 ‘P’s which includes PRODUCTS: They must provide a value to a customer but, it hasn’t to be tangible at all the time. Main products of them are such as; Foods, Vegetable items, stationeries, furniture and electrical goods etc. PRICE: Pricing is the payments for a product and must be competitive and must entail profits. The pricing strategy can comprise discounts and offers etc. same o f product prices here… Arpico mattress:10 pieces US $ 80-160/pieces. TV stand LED/LCD for Rs.29,500.00 interest free monthly payment Rs.1,638.00 Sofa Shimon fabric 3+1+1 sets Rs.47,900.00 PLACE: The place where the customers can buy the products and how the products reach out to that place. Main head office; Homagama Welawatta Rajagiriya Negombo Moratuwa Pettah PROMOTION: The various ways of communicating to the customers of what the supercentres has to offer. Advertising-communicate to mass market via TV, radio and newspapers. Public relation-most CSR projects of Arpico have domestically created the public relation to the promotional advantages. Sales promotion, short-term marketing activities, bill promotions, best buy promotions. Direct marketing and delivering the products with promotions. Online shopping easy-to-buy the products through the online purchasing with promotions.
- 6. Customer Preference of Arpico Supercentre All the types of products are available, They separate those products in different sections (E.g.- F.M.C.G, G.M and F.C.E) Customers can obtain best services, such as guidance inside the showroom, security system and safe packaging. Provide extra facilities for the customers (E.g.- cafeteria, pharmacy, banks and ATM counters) Appropriate discounts and gifts on the purchasing goods Effective advertisements ( E.g.- TV shows and hand bills) They also provide more facilities for their loyal customers (E.g.- Points card system, gift vouchers, free shopping vouchers and loyalty cards) They accept any kind of payment options, such as bank service points, ATM's, credit card and mobile bill payment facilities etc. Customer convenience and product variety has enabled the Arpico Supercentre and Stores to gain a competitive edge. All Supercentres and Stores have ample parking space, wider aisle space for easy shopping and state-of-the-art cool rooms to provide fresh products Arpico mainly caters to the customers with a fast moving life style. Therefore maintaining higher customer service standards is a deciding factor in the business. Therefore measuring up the service standards of an organization is very important. This report explains about using Mystery Shopping, a famous technique that can be used to evaluate and measure the customer service standards of Arpico super markets. Arpico’s competitors Competitors are: 1. Cargills food city 2. Keels super 3. Laugfs 4.Sathosa 5.Other private supermarkets
- 7. Competitors also selling same products with attractive prices and qualities. Compete organizations have branches in all over the island. But, Arpico super centre has only 15 branches and also 14 out of 15 in the west part of the island. They also provide best facilities and also make effective advertisement schemes. Cargills arrange comfortable parking space to their customers. Some of the Arpico supercentres offer the convenience of parking facilities for up to 100 cars and a wider selection of goods, although at a premium price, while Cargills has the highest number of retail touch points in the country offering goods at a cheaper price. Cargills also controls part of the supply chain by procuring fruits and vegetables direct form producers and selling its own brands in processed meats, dairy products and toiletries. Analysts say, Cargills’ margins excluding its food business is less than 5.0 percent. Arpico supercenters, unlike Cargills, build its hypermarkets mostly on its own lands. A 75,000 square foot outlet would cost about 500 to 600 million rupees. How Arpico supercentre differ from other competitors Arpico Super Center is the ideal shopping destination for the entire family. Get in touch with them to know the shopping options that Arpico offer for their customers compared with competitors. They providing more benefits to the customers on their acquisitions and also add more in the festival periods. (ex: More offers, price bonuses and gifts) Their modern supermarkets make a highly recommended shopping destination for their existing customers, to less down the waste of time and effort, and also they are practicing social marketing concept. When they select a location, they mainly focus land space, closeness to the town and population. Because, they are always provide the services favor to their customers. Arpico super centre differ from the competitors with blue colour combination.
- 8. Achievements of Arpico supercentre Now they have 15 branches, which head office situated in Maharagama. They are working successful for a long term during the heavy competitions. Arpico Supercentre has broken new ground in social media; especially through Facebook, and we receive a remarkably positive feedback from a large number of fans. Recommendations Which We Can Give to the Marketing Orientation of Arpico Supercentre Although the customer dealing progress of Arpico Supercentre Wellawatta Branch is good, they have to make some changes withthat progress inaddition to attract new customers and maintain their existing customers. They can, Allocate more space for the parking facilities. Arrange Lift/Escalator facilities because of having their products and services in four floors. So that, their customers might easily move to the upper and lower floors. Keep more sales staffs (for guidance) to the upper floors, which might help in selecting their expected products. Give more offers to the new customers such as offering free loyalty cards to those who make their purchases more than a certain amount. It might be attract the new customers towards their business. Include some entertainment sections to their showroom which could make the customers go home with free of stress. Expand their service hours like 24 hours service. It will be easy for the customers to make their purchases on the way to home from their workplaces because, many people are working for different shifting hours (E.g.: Night Shifts) rather than ordinary working time (8.30am to 5.30pm). Expand their business all over the Sri Lanka especially in Northern, Eastern and Southern provinces. Though securitycameras are fixedin Arpico, there is lackof theft protection. Therefore, they can adjoin securitygadgets to their products which will notifywhen anything goes outside without their permission. The customer might feel uncomfortable infindingbrands of products whether that is available there or not. So, it is better to place a list of product brands nearby the correspondingproducts, listingout what are the brands they have in their existingstock.