Arpico Supercentre is a leading supermarket chain in Sri Lanka that has been operating for nearly 80 years. It aims to exceed customer expectations and optimize employee contribution. The company has 15 branches located primarily in the western region but plans to expand to 35 branches by 2020. Arpico offers a wide range of products across various categories under one roof and provides facilities like parking, cafeterias, and pharmacies. Both positive and negative customer feedback notes the large product selection but also inefficient checkout counters. Recommendations to improve include expanding parking, adding elevators, and expanding service hours and geographic coverage.

1. Marketing Orientation of Arpico
Supercentre

2. Business Philosophy of Arpico
Supercentre
 Arpico Supercentre is the ideal shopping destination for the
entire family.
 Arpico has always enjoyed the commitment of countless Sri
Lankan homes since, its dawn nearly 80 years ago.
 They have continued to prove their trustworthiness and
loyalty to their customers through the long passages of time.
 They offer an unbelievably wide range of household goods,
grocery items and other products, under the one roof.
 They made a highly recommended shopping destination for
their modern customers.

3. 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.

4. 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.

5. The Products of Arpico
Supercenter
• The Fast Moving Consumer Goods(FMCG) Section.
• General Market Section.
• Furniture.
• Clothing.
• Electronic Goods.

6. Existing Facilities of Arpico
Supercentre
• Provide parking facilities to its Customers freely.
• Canteen with Wi-Fi facilities.
• Some Arpico centers have Play zones and Game centers to the
children to spend their leisure.
• Given their customers with Pharmacy facilities which make
customers make their shopping easier.
• ATM Card centers are fixed at the entrance of few Arpico
super centers.
• Provide transport delivery Services, ex: Furniture delivery.

7. Modern Techniques and Benefits
to the Customers
• Loyalty card holders are rewarded while enjoying much more
benefits the New Year season.
• Members can also earn bonus points and discounts on certain
promotional items.
• They have improved the online shopping with visa master card
and any other payment systems etc...
• They give gift vouchers for those who purchase more than a
limited amount.
• Discounts up to 30% on over 2000 products with super saver
including special weekend offers.

8. Marketing Mix of Arpico
Supercentre
4 ‘P’s
• Products:
Foods, Vegetable items, stationeries, furniture and electrical goods.
• Price:
Arpico mattress:10 pieces-US $ 80-160/pieces.
TV stand LED/LCD for Rs.29,500.00
Sofa Shimon fabric 3+1+1 sets Rs.47,900.00
• Place:
Main head office; Homagama
Branches: Welawatta, Rajagiriya, Negombo, Moratuwa, Pettah
• Promotion.

9. Branch Network of Arpico
Supercentre
• Head office is in Homagama.
• 13 branches in the west part of Sri Lanka
(Such as Colombo, Gampaha and Galle).
• Rest one branch is in Kandy.

10. Market Expansion of Arpico
Supercentre
• Branches are only in western regions.
• The group is about to invest more than two
billion rupees for their expansion of their
branches from 15 to 35 in year 2020.
• They have to provide online services as one
way of their market expansion.

11. Customer Preference of Arpico
Supercentre
• All the types of products are available (E.g.- F.M.C.G, G.M
and F.C.E).
• Provision of best services such as guidance inside the
showroom, security system and safe packaging.
• Provision of 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).
• Acception any kind of payment options.
• Customer convenience and product variety has been enabled.
• They mainly care the customers with a fast moving life style.

12. Competitors of Arpico Supercentre
• Cargills food city
• Keels super
• Laughs

13. Services of the competitors
• Selling same products with attractive prices
and qualities.
• Have branches in all over the island.
• Cargills arrange comfortable parking space to
their customers.
• Analysts say, Cargills’ margins excluding its
food business is less than 5.0 percent.

14. How Arpico supercentre differ
from their competitors
• Ideal shopping destination for the entire family.
• In touch with the customers to know the shopping
options that Arpico offer compared with their
competitors.
• Their modern supermarkets make a highly
recommended shopping destination.
• They also practice social marketing concepts.
• They made their showroom with blue colour
combination.

15. Achievements of Arpico
Supercentre
• Now they have 15 branches, which head office
situated in Homagama.
• 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.

16. Comments Given by Some Other
Customers of Arpico Supercentre
Positive Comments
• Probably the best Super Market in Colombo with the most amount of
variety on offer. Rarely can I 'NOT' find what I need - Aman Ashraff
• Nice place for month end shopping, but prob is, we go to buy one thing and
endup buying lot more than it. No control!
• Confused where to go? What to buy? - Muqshid Mohamed
• Sri Lanka's version of WalMart... but to be honest, no where close to the
vastness that is WalMart but it delivers - Daran Kandasamy
• The store offers all that you could wish for, all laid out under a one single
roof. Apart from the usual grocery items, there's a pharmacy and a coffee
lounge - Muaz Usman
• Lot of X'mas discounts there - Pethum Weerasinghe
• Best place for quality & branded goods - Rihaana Rishard Saleem
Reference: foursquare.com/arpico-super-centre

17. Comments Given by Some Other
Customers of Arpico Supercentre
Negative Comments
• Checkout counters are absolutely inefficient!!! Worst ever! -
Vishan Wicky
• All under one roof. However, if you are taking the trolly to
you car, you better hand-carriage all the glass items and eggs.
Car park floor not good enough to role over - Eranga
Tennakoon
• Their counter clerks are far too slow. Long lines back up
because they are so lackadaisical - Mayukha Perera
• Only one exit - Ruwan Jayaweera
Reference: foursquare.com/arpico-super-centre

18. Recommendations Which We Can Give to the
Marketing Orientation of Arpico Supercentre
• Allocate more space for the parking facilities.
• Arrange Lift/Escalator facilities because of having their products and
services in upstairs.
• Keep more sales staffs (for guidance) to the upper floors.
• Give more offers to the new customers.
• 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.
• Expand their business all over the Sri Lanka especially in Northern,
Eastern and Southern provinces.
• Adjoin security gadgets to their products.
• Place a list of product brands nearby the corresponding products,
listing out what are the brands they have in their existing stock.