It is a group project done in Identifying the customer handling and marketing orientation of Arpico Supercentre.

1. 1
Marketing Orientation of ArpicoSupercentre
Group Members:
 Aathil Ahamed (HDBM – F - 141004)
 Ajutharsan S. (HDBM – F - 141005)
 Athiraiyan M. (HDBM – F – 141013)
 M.Y.M. Ihthisam (HDBM – F - 141062)
 A.B.A. Asam (HDBM – F - 141015)
 Mohamad Nilshad (HDBM – F - 141092)

2. 2
Business Philosophy
 ArpicoSupercentre 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. 3
The Products of ARPICO Supercentre
Arpico Supercentre 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, Juices and Beverages
 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. 4
Existing Facilities of Wellawatta Arpico Supercentre towards its Customers
Arpico Supercentre is one of the modern sophisticated shopping destinations in
the country. It provides various products under single roof and provides various
facilities to its customers. The most of the existing Facilities are well known to its
renowned customers.
 Provides a wide Parking facility to its Customers.
 Liquor stores are also located for the customers who prefer drinking liquor and beer.
 Also have given their customers with Pharmacy facilities which make customers make their
shopping easier under one roof.
 Provides lift facility for their customers in order to make their movements to upstairs and
downstairs easily.
 Allocate separate temporary outlets for specific occasional periods. (E.g.: X’mas, Ramazan,
New year etc)
 Provides enough and convenient cash counters for the customers to make their payment
easily.
 Arranged space for cutting and wrapping food fleshes.
 Apart from all, Arpico Supercentre provides their customers with Transport delivery
Services( E.g.: Furniture delivery).
Modern Techniques and Benefitstothe 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. 5
Marketing Mix of ArpicoSupercentre
Traditionally the marketing mix consists with 4 ‘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. 6
Customer Preference of ArpicoSupercentre
 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
 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.

7. 7
 Some of the Arpicosupercentres 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 Supercentre 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 supercentre differ from the competitors with blue colour combination.

8. 8
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 with that progress in addition to
attract new customers and maintain their existing customers.
They can,
 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.
 Provide canteen facilities, so that the customers have no need to go outsides for
having their meals (Like Negombo and High Park Corner branches).
 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.
 Even though security cameras are fixed in Arpico, there is lack of theft protection.
Therefore, they can adjoin security gadgets to their products which will notify when
anything goes outside without their permission.
 They can make their customer more comfortable by allowing bank and ATM outlets
inside the showroom (Negombo and Dehiwala branches have Commercial bank outlet,
Kandy branch has Seylan bank outlet).
 The customer might feel uncomfortable in finding brands of products whether that is
available there or not. So, it is better to place a list of product brands nearby the
corresponding products, listing out what are the brands they have in their existing stock.