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Pearson BTEC Marketing Essentials Report on Arpico's Strategy

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This report, prepared for a marketing executive role application, analyzes marketing concepts, trends, and their practical application within Richard Pieris & Company (Arpico). It begins with an introduction to marketing, covering current and future trends like social media stories and personalization. The report then delves into Arpico's marketing processes, including situational analysis (SWOT and PESTLE), mission, objectives, and marketing strategy (segmentation, targeting, positioning, and marketing mix). It examines the roles and responsibilities of a marketing manager within the organization and analyzes the interrelationships between marketing and other functional departments. The report also evaluates the value and importance of the marketing role, using KPIs and providing conclusions on the significance of effective interrelationships between departments. The document includes various figures, tables, and a comprehensive list of references to support its findings, and includes an acknowledgement and executive summary.

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Course Tittle Pearson BTEC Level 5 Higher National Diploma in Business
Unit Number and Title: Unit 02 : Marketing Essential (ME)
Assignment Title Marketing Concepts and Internal Relations
Name of the Learner Sureshkumar Prediksha
Ref. No. of the Learner 1018426 Pearson Regd. No. ND62494
Assignment Number 1 Batch No & Semester HND BM 43
Issue Date 2nd of November, 2020 Submission Date 13TH December,
2020
Re-submission Date Date Received 1st
submission
Unit Assessor: Ms. Jayani
Hewavitharana Academic Year 2020
ASSIGNMENT

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2 | P a g e
actions in future works as required and indicated. Date
Plagiarism Policy
The submission of work that borrows ideas, words, diagrams, or anything else from another source
(or sources), without appropriate acknowledgement, constitutes plagiarism. Plagiarism is not
limited to unattributed cutting-and-pasting; it includes the reproduction, without acknowledgement,
of someone else's work, taken from a published (or unpublished) article, a book, a website, a
friend’s (or anybody else’s) assignment, or any other source. When an assignment or report uses
information from other sources, the student must carefully acknowledge exactly what, where and
how s/he has used them. If someone else’s words are used, they must be within quotation marks
and a reference must follow the quotation. Failing to do so leads to academic misconduct.
Academic misconduct is defined as any type of cheating in an assessment for the purposes of
achieving personal gain. When it is determined that academic misconduct has taken place, a range
of penalties may be prescribed which includes expulsion from the programme.
Student Declaration
I certify that the assignment submission is entirely my own work and I fully understand the
consequences of plagiarism. I understand that making a false declaration is a form of
malpractice.
Student signature: prediksha Date: 13/12/2020
Unit Learning Outcomes:
LO1 Explain the role of marketing and how it interrelates with other functional units of an
organisation

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Submission Format
The submission is in the form of an individual written report. This should be written in a concise,
formal business style. You are required to make use of headings, paragraphs and subsections as
appropriate, and all work must be supported with research and referenced using the Harvard
referencing system. Please also provide a bibliography using the Harvard referencing system. The
recommended word limit is 2,000–2,500 words, although you will not be penalised for exceeding
the total word limit.
Assignment Brief and Guidance:
Scenario and activity:
You are applying for the role of marketing executive in an organization of your choice – your own
place of work if appropriate, and as part of the interview process you are required to discuss the
concept of marketing as well as its role within the organization. Further to this, you will have to explore
how marketing interrelates with other functions within the business.
Prepare a report covering below mentioned to submit to the senior management of the company.
1. Introduction to the concept of marketing, including current and future trends.
2. An overview of the different marketing processes.
3. Explanation of the role and responsibilities of a marketing manager in the context of the
organization. An analysis of how marketing influences and interrelates with other functional
departments of the organization.
4. Analyze the value and importance of the marketing role in the context of the organization.
5. Conclusions that summaries the significance of having effective interrelationships between
different functional departments.

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Learning Outcomes and Assessment Criteria
Pass Merit Distinction
LO1 Explain the role of marketing and how it interrelates with
other functional units of an organization
D1 Critically analyse and
evaluate the key elements
of the marketing function
and how they interrelate
with other functional units
of an organisation
P1 Explain the key roles and
responsibilities of the
marketing function.
P2 Explain how roles and
responsibilities of marketing
relate to the wider
organizational context
M1 Analyse the roles and
responsibilities of marketing in the
context of the marketing
environment
M2 Analyse the significance of
interrelationships between
marketing and other functional
units of an organisation.

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Formative Feedback
Grading
Criteria Comment
P1
P2
M1
M2
D1

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Report Format
Final Assignment must include the followings
 Assignment cover and the assignment given
 Acknowledgement
 Table of contents
 List of table and list of figures
 Abbreviations
 General introduction to the whole report
 Each and every task in appropriate format
 List of references
 Appendices if any
 CD Attachment
General formatting of the report
 Margin – right, top and bottom -1”, left 1.5”
 Font – Arial
 Font size – Body 11, Heading 12 (for heading first letter capital excluding preposition and
conjunctions, bolded)
 Line spacing – 1.5
 Paragraph – Single line
 Footer - page no. at the right
 Header – Unit name at right hand side.
Important Notes
 Use credible sources of references. Research articles on relevant topics are highly
recommended and appreciated.
 Any sources of references without the author and the published date are not
recommended.
 Use Harvard Referencing. Improper referencing will be considered academic misconduct
and will be penalized.

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Name: S. prediksha
Batch: HND B-43
Index No: 1018426
Lecturer: MRS. Jayani

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Acknowledgment
I would like to express my deepest appreciation to all those who helped me to complete this report
And my special thanks to Mrs. Jayani, the lecturer of “Marketing Essentials” of BCAS Campus for
making the subject more interesting and giving a great support to finish the “ME” report
successfully.
Also I thank Arpico general manager Mr. Dilshan who gave relevant information’s to complete the
question 2& 3. Further, thanks to my colleagues who have been sharing knowledge and helping
each other to clear the doubts.

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Executive Summary
This report is providing an introduction to the Arpico with relating to their concept of marketing and
their current and future trends. Also this report provides an overview of the different marketing
processes at Arpico. The author has included the Arpico’s Marketing Manager’s roles and
responsibilities and an analysis of how marketing influences and interrelates with other functional
departments. Author has also included how much marketing role is important in an organization.
Lastly, Author has provided information regarding the significance of having effective
interrelationships between different functional departments.

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Table of Contents
Table of Contents
1.0 Introduction to Arpico (Richard Pieris and Company)………………..….……………………12-13
2.0 Introduction to Marketing……………………………………………………………………..………13
2.1 Current trends of Marketing…………………………………………………………...………13-15
2.2 Future trends of Marketing…………………………………………………………………….15-16
3.0 Marketing Process of Arpico……………………………………………………………..………….16
3.1 Situational Analysis ..................................................................................................................... 16
3.1.1 SWOT Analysis…………………………………………………………………….……...16-17
3.1.2 PESTLE Analysis………………………………………………………………………...……18
3.1.2.1 Political Environment…………………………………………………………………..18
3.1.2.2 Economic Environment………………………………………………………………..18
3.1.2.3 Social Environment…………………………………………………………………….18
3.1.2.4 Technological Environment………………………………………………………...…19
3.1.2.5 Legal Environment………………………………………………….………………….19
3.1.2.6 Environmental…………………………………………….…………………………….19
3.2 Mission of Arpico………………………………………………………………..…………………19
3.3 Objectives…………………………………………………………………..………………………20
3.4 Marketing Strategy…………………………………………………………………………………21
3.4.1 Segmentation, targeting and positioning of Arpico………………….………….……..21-24
3.4.2 Marketing Mix of Arpico………………………………………………….……………….24-27
3.5 Evaluation…………………………………………………………………………………………..27
3.5.1 KPIs of Arpico………………………………………………………………………………….28
4.0 Roles and responsibilities of the Marketing Manager at Arpico……………...………………28-29
4.1 The interrelationships between Marketing and other organizational functions at
Arpico…………………………………………………………………………………………………...29-30
5.0 Analysis of the values and importance of the marketing role at Arpico……………………..31-32
6.0 Conclusions that emphasizes the significance of interrelationships between marketing and
other functional units at Arpico……………………………………………………………………….32-33
6.0 Conclusion…………………………………………………………………………………………….33
7.0 References…………………………………………………………………………………………34-37

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List of Figures
Fig 1.0: Arpico Supercentre………………………………………………………………………………12
Fig 1.1: NCE Exports Awards……………………………………………………………………...…….13
Fig 2.1: Content Survey Jan-Feb of 2020………………………………………………………………14
Fig 3.4.1: Segmentation diagram………………………………………………………………………..21
Fig 3.4.1.1: Arpico branches in Sri Lanka……………………………………………………………...22
Fig 3.4.1.2: Positioning Map………………………………………………………………………….….24
Fig 3.4.2: Arpico products…………………………………………………………………………….….25
Fig 3.4.3: Arpico products discounts …………………………………………………………………...25
Fig 3.4.4: Arpico products discounts ……………………………………………………………….…..25
Fig 3.4.5: Arpico Wattala branch…………………………………………………………………...……26
Fig 3.4.6: Arpico products were advertised in websites………………………………………………26
List of Tables
Table 3.1.1: SWOT Analysis of Arpico…………………………………………………………………17
Table 3.3.1: SMART Framework of Arpico……………………………………………………………20
Table 4.2: Advantages and disadvantages of interrelationships between marketing and other
functional of Arpico…………………………………………………………………………………….30-31
Table 5.0: Advantages of Marketing Role……………………………………………………………..32
List of Abbreviations
HRM- human resource management
KPIs- key performance indicators
CIPD- Chartered institute personal & development

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1.0 Introduction to Arpico (Richard Pieris & Company)
Richard Pieris & Company, or Arpico, is a Sri Lankan
holding company. It is one of the leading blue-chip
conglomerates in Sri Lanka with many successful stories
to its credit. Their headquarters is situated in
Maharagama, Sri Lanka. A diverse melting pot of talent,
comprising a workforce of over 35,000, Richard Pieris &
Company claims myriad subsidiaries island-wide.
(Richard Pieris & Company, 2019).
(Fig 1.0: Arpico Supercentre, Source: Arpico, 2019) Boasting of an eventful and a celebrated
history of 83 years, the flagship company has not only explored the conventional channels of
rubber, tea, tires, plastic and distribution, thereby emerging a local market leader, but also
expanded into many contemporary ambitious schemes including financial services, furniture,
construction and logistics (Richard Pieris & Company, 2019).
The Richard Pieris Group also carries out a wide range of diverse activities across all provinces in
Sri Lanka; their objective is to contribute to the goodwill of the country. They also provide
employment for more than 27,300 people in the country, to create a positive vibe and to attract
the youths and maturity will concurrently benefit both the company and employees.
Arpico also provides CSR activities they are doing; community tree planting programmes,
supporting health care, child development centre does improve the company brand and image.
These programmes also boosts the employees morale and to lead to a greater productivity in the
workforce (Richard Pieris & Company PLC, 2018/2019).
The current CEO of Arpico is Dr. Sena Yaddehige, they also won various awards such as; NCE
Exports Awards 2017, Presidential Export Award Sri Lanka 1994, Annual Report Awards (Arpico,
2017) and also the CMO Asia Award 2016 for excellence in branding and marketing in retail
amidst stiff competition from top global brands over 40 countries (Daily FT, 2016).

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Figure1.1: NCE Exports Awards, 2017, Source: Arpico, (2017)
2.0 Introduction to Marketing
According to DR. Philip Kotler, Marketing is “the science and art of exploring, creating and
delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfilled
needs and desires. It defines, measures and quantities the size of the identified market and the
profit potential. It pinpoints which segments the company is capable of serving best and it
designs and promotes the appropriate products and services (Heidi Cohen, 2011).
According to Paul Mosenson President, NuSpark Marketing, Marketing is the art and science
of persuading a potential buyer of a product/ service to purchase from a company that’s
responsible for creating a compelling message and communicating that message through
targeted channels with enough reach and frequency to guide that potential buyer through the
purchase cycle of “attention, interest, desire, action (Heidi Cohen, 2011).”
From Author’s perspective, Marketing involves researching, promoting, selling and distributing
the products and services.
2.1 Current trends of Marketing
The current trends of Arpico Marketing are; social media stories, Digital mobile wallet and
personalization which helps to attract more customers and helps make more sales in the
company.
 Social media stories: stories are another of the current marketing trends to stem from
social media e.g.: uploading on Facebook, Instagram, Snapchat etc. Stories give a
great opportunity to cash in users’ fear of missing out. Since the stories disappear after
a period of time, so the people are compelled to engage with them, so they don’t miss
the content. In 2020, as because of covid-19 social media stories are became more

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famous and used more oftenly. Through using stories to share information about a sale,
the company will compel more people take advantage of the sale and buy their
products (Hubspot, 2020). Arpico has more than 8000 followers in instagram and more
than 5000 people have visited their FB ID and above 1, 15234 people liked their posts
and viewed their advertisements in their account. Arpico uses this option to increase
their marketing as this will be shared among many people.
Fig 2.1: Content survey Jan-Feb of 2020, Source: Hubspot, (2020)
Author suggests using Facebook as one of their marketing tools because according to
research Facebook users in 2020 are 2.6 billion people active in a month. So uploading stories
on Facebook is a big opportunity for Arpico Company because many people will see your story
(Gibbons, 2020).
 Digital Mobile Wallet- mobile as a payment method is one of the current trends of
Arpico. This became very popular in 2020, as because of Covid-19 many organizations
use this system for their customers’ safety as well as their employees’ safety. Also
according to research more adults are rising for mobile payments because they are
flexible payment methods (Mulesoft, 2020). Arpico provides mobile payment methods of
Visa / Master, Genie, Amex, Star points and eZ Cash through those methods
customers can pay their amount of purchase.
There are many advantages of using this system as for the customers and the
company. Such as; they are convenient to use, efficient; enhanced security also
through digital wallet the Arpico may provide more bonuses and discounts for their
purchases as this will be helpful in attracting customers towards the Arpico Company
(Discover, 2020).

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 Personalization- this is also known as one to one marketing. It is an implementation of
a strategy, where companies would actively deliver individualized content to recipients’,
with the use of the data collection, analysis and automation technology. This marketing
process is very beneficial for both the Arpico and to the customers. This process helps
with improving customer experience, increasing brand loyalty and to raise revenue to
the business (Raven, 2020).
2.2 Future Marketing trends
In future if the Arpico Company uses AI, shipping by drones and smart stores it will be very
convenient for the customers to buy the products. This will also make their customers loyal to
their brand because how much Arpico considers about their customers convenience.
 Artificial Intelligence: AI Marketing allows marketers to crunch huge amounts of
marketing data analytics from social media, emails and the web in a relatively faster
time. Moreover, the insights will short the time frame which helps the marketers boost
the campaign performance and return on investment faster. This also helps content
marketers to understand who exactly their target audience is thereby creating personal
experiences for users. Because 76% of customers expect companies to understand
their needs and expectations (Rainy, 2020). They are future trends of Arpico these will
be in process in future which will be profitable for Arpico.
 Shipping by drones: many food chains offer the delivery of goods home with courier
services. But there were disadvantages in this service as it is not available to all people.
But through drones the people can purchase from anywhere in the world. This will
increase the comfort for buyers and impresses them (Hepalova, 2018).
 “Smart” Stores: “Smart” stores which helps to increase convenience when making
purchases. These interesting ideas are: Interactive shelves: through this buyer will not
need to walk long and to seek out the necessary goods on the supermarket, they can
“drag” the desired items into the basket and get them fully packed at the outlet. From
recent researches this has shown that buyers are able to purchase up to 20% more
goods.
And Virtual supermarkets: this is installed in Tesco Stores in South Korea Where
their products are with QR code having photographed it, customers can order products.
All purchases will be delivered just under the door. These are still didn’t develop in
other places but with the authors observation this will get developed in future as the

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feedback of the customers (Hepalova, 2018). If Arpico installed these systems then this
will be the first company in Sri Lanka to process and all customers’ attention will be on
this company.
Those are the future trends of Arpico which may processed in future and Author suggest it will
be famous in their organization and these will help the company to increase the revenue.
3.0 Marketing Processes of Arpico
The marketing process is required to understand what customers need and wants and also
need to understand the marketplace. For this the company needs to research thoroughly on
their market place and needs and wants. Therefore, it is necessary to conduct a proper
situational analysis, defining their objectives, strategy formulation and evaluation (classons,
2015).
Arpico has celebrated history of 80 years through processing proper marketing. This is one of
the reasons they are running successful for so many years. The following marketing processes
are conducted by Arpico in order to achieve the goals.
3.1 Situational Analysis
A situational analysis is defined as the analysis of internal and external of Arpico. It also
includes the pest analysis to understand the external factors that affect the business. This
would help the Arpico for a successful business survival.
3.1.1 SWOT Analysis
A SWOT Analysis is to research the companies, strengths, weaknesses, opportunities, threats.
The primary objective to conduct a SWOT Analysis is to help the organisation develop a full
awareness of all the factors involved to make effective decisions (Schooley, 2019).

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Strengths Weaknesses
 Experienced and skilful staffs.
 They have created a strong brand
name for the past 80 years winning
the confidence of the Sri Lankan
community as a strong business
conglomerate.
 Confident management was
structured in order to improve the
company’s profitability.
 An aggressive marketing and sales
strategies were implemented (Arpico,
2016/17).
 Good working environment
 Financially strong
 Strong customer base
 As for covid-19 Arpico is financially
challenged.
 Fear of covid-19, employees is
stressed.
 Competitors advertisements are
more than Arpico, so Arpico need to
do more improvements on that
 They need to avoid the products that
are not performing and need to
replace new products the costs for
that process is high
Opportunities Threats
 Online purchasing systems.
 Advertising in social media, to
enhance the brand name.
 Arpico is more adapting to the digital
market as for make profits in the
pandemic situation.
 Increase in competitors e.g.:-
Cargills, food city, keells super
(Shazy, 2015).
 Changes in government regulations
affect the Arpico.
 Because of covid-19 Arpico’s market
growth has slowed down as most of
the customer purchase from online.
 Buying power gone down as because
of the pandemic situation. People are
not confidence to purchase so,
income is affecting the business.
 Customers are no longer brand loyal
they more price conscious as the
pandemic.
Table 3.1.1 SWOT Analysis of Arpico (Author’s work)

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3.1.2 PESTLE Analysis
Pestle Analysis is the political, economic, social, technological, legal and environmental
factors. A Pestle Analysis is a framework to analyse the key factors which are influencing the
Arpico Company from outside (Berry, 2017).
3.1.2.1 Political Environment
The political environment relates to the government affairs in the type of government in power
(Toppr, 2020). They also included government policy, political stability, or instability in overseas
markets, foreign trade policy, labour law, trade restrictions etc. (Professional Academy, 2020).
If the policies of the government are stable and better then the company would impact
positively but if it is unstable then it impacts the government to go in a negative way. Also new
government tax consumption policy highly impacted the business.
Arpico maintains health activity; they give more importance to food safety. So they follow food
safety acts and quality certification standards of their products. Governance and maintenance
of Consumer Law is high in Sri Lanka, Arpico imports products such as; fresh fruits,
vegetables, canned or processed goods due to the current situation of Sri Lanka they take
high taxes for importing. These will affect the Arpico Supercentre. They are also implementing
and developing credit policies in order to minimise the risks associated with debtor faults
(Arpico, 2016/17).
3.1.2.2 Economic Environment
Economic factors impact how an organization runs well and makes profits. They include:
economic growth, interest rates, exchange rates, inflation etc. (PA, 2020). When it comes to
Richard Pieris and Company PLC they require more concentrations in interest and taxations.
They are paying the taxes to the government on time and they are using fixed and variable rate
borrowings to strike a balance (Samarana, 2014). Arpico’s economic is stable at the moment.
3.1.2.3 Social Environment
Social factors involve shared belief and attitudes of population. These factors include:
population growth, age distribution, health consciousness etc. (PA, 2020). Arpico is highly
health conscious and they concern the population of Sri Lanka first. They produce goods for

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the high class, medium and lower classes of people. All different levels of income of people
can purchase in Arpico because their prices are reasonable (Samarana, 2014).
3.1.2.4 Technological Environment
Technological environment refers to the state of science and technology in the country. And
relates to the rate of technologies progress, institutional arrangements for development and
application of new technology, etc. (Chouhan, 2015).
Arpico uses more online services and social media to make brand awareness among their
target customers. They also use the digital wallet to give customers more convenience. They
do more research and innovations and they also modify the existing technologies to current the
customer’s taste’s or trends in the market.
3.1.2.5 Legal Environment
Legal factors include the health and safety, equal opportunity advertising standards, consumer
rights and laws, product labelling and product safety (P.A, 2020). Arpico work according to their
law and their legal status such as; tax legislation, health and safety law, labour law, employee
protection laws.
3.1.2.6 Environmental
Environmental factor are important factors due to the increasing scarcity of raw materials,
pollution targets, and carbon footprint targets set by governments (PA, 2020).
Arpico is going green with the new eco-friendly supermarket they make it one of the greenest
in Kohuwala (Daily mirror, 2017). Also Unilever and Arpico encourage the shopper’s to go
green by using reusable bags and very few polythene bags (Unilever, 2020). Arpico tries to
reduce the carbon footprint, saving energy, increasing. Transport efficiency, minimise wastage
and increased recycling (Arpico, 2016/2017).
3.2 Mission of Arpico
To continually exceed the expectations of our customers and optimise the contribution from our
employees by providing career and personal development opportunities, thereby creating an

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atmosphere that would motivate and internalise employee aspirations with corporate objectives
and also to provide a satisfactory return to shareholders whilst retaining sufficient funds for
reinvestment, thereby enhancing corporate wealth (Arpico, 2020).
3.3 Objectives
Objectives are defining the strategies or implementation of a path to achieve the goals. Unlike
goals, objectives are specific, measurable, achievable, realistic, and also they have a time
bound to achieve the goals (Michigan gov., 2020).
Corporate objectives: corporate objectives are those that are implemented for the whole
organization. They are mostly set by the top management of an organization. Their focus is on
setting more detailed objectives for the main functional activities of the organization (tutor2u,
2020).
Arpico’s corporate objectives are “To be aspires to create a global market through proactive
and strategic means”.
Term Outcome/Result
Specific To create a market through proactive and strategic means by
10% in 2 years time
Measurable To increase the market size by 10% in 2 years time
Achievable Yes, it is achievable through improved strategic and proactive means
Realistic Yes, it is realistic as these methods have proved to work well.
Time-bound By the end of academic year 2022
Table 3.3: SMART Framework of Arpico, Source: Authors work

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3.4 Marketing strategy
It is a way to create customers and achieve a profitable customer relationship. A company
chooses which customers they are going to target and how they are going to satisfy their needs
and wants. As for that they use some steps such as segmentation, targeting and positioning. Also
they use some set of tactic tools such as; marketing mix in order to promote their brand or
products to their target customer (worldsurpporter.org, 2020).
3.4.1 Segmentation, Targeting and positional of the Arpico
Market segmentation is a process of researching how a business divides their target market into
smaller segments of people who share the common characteristics to optimize the marketing.
They are divided into four types they are; geographic, demographic, psychographic and
behavioral (yesbeck, 2019). Arpico used the four kinds of market segmentations to attract
customers.
Figure 3.4.1: segmentation diagram, Source: Authors work
Arpico Retailer
Frequent
consumers of
retailers
Middle-aged
adults
young adults
Occasional
consumers of
Arpico retailer
Middle-aged
adults
young adults
Non-consumers
of Arpico
retailers
Middle-aged
adults
young adults

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 Geographic segmentation: Arpico is a chain of supercenters, superstores, and an island
wide network of showrooms. They are using the population increased locations to market
their products. Also they think about customer convenience so all supercenters and stores
have ample parking space and wider aisle space for easy shopping. All around Sri Lanka
Arpico’s branches are opened where it is closeness to the town and population so already
they are establishing a strong distribution (Arpico, 2020).
Figure 3.4.1.1: Arpico branches in Sri Lanka, Source: www. Arpico.com, (2020)
 Demographic segmentation: This market divides through variables such as age, gender,
education level, family, size, occupation and income of the target customers. Arpico’s
target customers are children’s to older peoples, they don’t consider the gender in
marketing. Also their modern supermarkets make a highly recommended shopping
destination for the modern customers. All the people can purchase in Arpico because their
prices are reasonable.
 Psychographic segmentation: It is defined as psychological aspects that influence the
customer purchase behavior such as; their lifestyle, social status, opinions and activities
(Ndukwu, 2020).
Arpico target customers are the upper class, upper-middle and lower middle class people
to sell their products. They manufacture the products according to their target customer’s
interests. Also they are getting some feedback from their customers to develop their
product and services according to the current people’s interests. Their employees also
give various suggestions to their clients on purchasing products. This will improve a strong
relationship between the customer and Arpico’s employees.
 Behavioral segmentation: This is similar to psychographic segmentation, but this
focuses on specific reactions and the way their target customers go through their decision
making and buying processes (Klanic, 2019).

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Arpico supercenters launched its Arpico privilege loyalty membership card for their loyal
customers. They reward their loyal customers and get the chance of winning the variety of
valuable free gifts; members can earn bonus points and discounts on certain promotional
items, making their shopping experience even more enriching (Shazy, 2015). Arpico
selects so lucky ‘privilege’ members and their families were selected for a memorable
holidays. Through this the shoppers will be more loyal and trusts the brand (Daily Ft, 2012)
Targeting: This involves in breaking a market into segments and then concentrating on the
customers whose needs and desires most closely matches the company’s product and services
offered (Ward, 2020). Through this Arpico can increase the sales. Arpico’s main target customers
are middle and lower class people rather than the upper class people because in Sri Lanka 90%
of people is middle and lower class people. Arpico provides parking facilities to customers freely,
canteen facilities, WI-FI facilities are provided for the customers who visit the Arpico, these
facilities for the target youths. Arpico, which is located in a large area, has play zones. These
facilities for the target children’s etc. more facilities were given to their customers in order to make
them come again to their shop (Shazy, 2015).
Positioning: The positioning of a brand is an important segment. Arpico is positioning as the
trusted and quality brand using the goodwill of the company. for ex:- They distributed essential
goods to displace families during the flood in Sri Lanka, they are providing supporting health care,
child development centers, scholarship schemes for grade five scholars as well as children
entering universities were provided with a monthly provision until completing of their university
education (Richard pieris and company PLC, 2018). These CSR activities will be beneficial to the
Arpico such as better brand recognition, positive business reputation and increased sales and
customer loyalty.

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High Price
Low Quality High Quality
Low Price
Figure 3.4.1.2 Positioning map, Source: Authors work
3.4.2 Marketing Mix of Arpico
 Product: they include options, quality, design or logo, the brand, figures and packaging.
Through these customers can select their preferring brands. Arpico has the widest range
of products such as; fresh products, household goods, electronic appliances,
kitchenware’s, furniture’s. The essential daily products are; fresh fruits, vegetables,
seafood and meat. The household wares are; kitchenware’s, glassware’s plastic wares,
garden tools, rubber products, stationary, toys and array of electronics. The products of
Arpico are identified as quality products.

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Figure 3.4.2: Arpico products, Source: Arpico website, (2020)
 Price: the prices for the products are decided by the finance team. Arpico gives discounts
for the privilege loyalty cards members for every purchase; also they give discounts for all
the season times in order to capture a large crowd of customers to their shop. Arpico also
provides flash deals; Arpico super deals up to 35% off to attract more customers to Arpico.
Figure 3.4.3 &3.4.4: Arpico products discounts, Source: Arpico website, (2020)

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 Place: Arpico’s headquarters situated in Maharagama. They have 15 supercenters, 25
showrooms and 22 daily supermarkets all around the country. Arpico has the effective and
on time delivery networks. The nature of the environment surrounding the Arpico gives a
positive vibration to their employees and the infrastructure to do the processes. Most of
their branches are located closeness to the town and have high no. population. So it is a
great opportunity for Arpico.
Figure 3.4.5: Arpico wattala branch, Source: Arpico website, (2020)
 Promotion: promotion is the last part in marketing mix, where the company advertises
their products in order to introduce the products to their customers. Promotion includes;
social media, branding, content marketing etc. Arpico promotes their products via online
searches, social media and on their websites. Through this customers would know if there
are any discounts, any new products launched. Besides, the Arpico Company would get
more benefits.

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Figure 3.4.6: Arpico products were advertised in websites, Source: Arpico website, (2020)
 Process: the processes are the services delivered by the company. Arpico delivers their
products in a polite way with a smile to create a good impression about Arpico company’s
services and to create a better buying experience for the customers.
 People: it is an important part in a business as because they are the ones who deliver the
service. If customer service of an organization is not helpful for customers then it is a
failure to the organization. In Arpico there are over 25000 employees working under all the
branches, all the employees are native speakers also there are people who can speak
fluent English, Sinhala and Tamil. In order to help their customers by communicating with
them what they want. And to give suggestions on their products.
 Physical evidence: this includes their facilities, comfort and the user interface in the
organization (Locus assignment, 2020). Arpico building infrastructure is mainly designed to
give modern facilities to their customers with a large are for parking, aisle space for the
shopping, fully air conditioned and also has WIFI for the customers who visits Arpico. They
have high security and the CCTV cameras in the interior –exterior of the building in order
to keep the company and customers more safely. To make the customers have a good
experience on purchasing from Arpico and to make them purchase their products more
oftenly in Arpico.
3.5 Evaluation
Evaluation helps the company to eliminate the ineffective strategies and develop an overall plan
this will be also helpful in building the business. This is done by scheduling regular evaluations of
marketing plan, reducing money wastage through eliminating campaigns that are not reaching
your target market. This is a mechanism to monitor the success of each marketing effort and to
make evaluation cheaper and easier (smith, 2018).

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3.5.1 KPIs at Arpico
Key Performance Indicators are the critical indicators of progress toward an intended
result. This provides a focus for strategic and operational improvement; create an
analytical basis for decision making and help focus on main things. As Peter Drucker
famously said, “What gets measured gets done (KPI.org, 2020).”
Arpico uses once a year to evaluate their KPI of their employees. Also they reward and
appreciate their well performed employees as a motivation to always perform best in his
work. Also Arpico uses KPI to measure the progress in their websites and in social media.
4.0 Roles and Responsibilities of the Marketing Manager at Arpico
A marketing manager is responsible for managing the promotion and positioning of a brand or the
products and services that a company sells (Calaby, 2020).
Typically they are employed in order to attract more customers to buy products or services from
their company and to raise brand awareness through the creation of marketing campaigns. They
are also in charge of analyzing the types of customers that a company wants and how to attract
them; they are also in charge to figuring out how to make their existing customers loyal to their
company. They’ll also ensure the company’s good returns on any money that is invested in
marketing activities. The marketing manager can be responsible for many diverse activities such
as; website management, social media management, corporate communication etc.
Arpico marketing manager’s roles and responsibilities is to develop plans and budgets, set KPIs
for digital and social media marketing strategies across all brands to ensure bigger market
presence, drive online revenue of e-commerce channel through effective marketing campaigns,
analyzing the current requirements of customers, coordinate and organize digital brand
campaigns to drive traffic towards both online and offline channels, manage and create strategic
relationships with relevant partners, plan and create social media content, campaigns and
advertising strategies, maintain excellent public relations by creating viable partnership with
media, and build and lead a team to excellence (arpico, 2020).
 Develop plans and budgets- Arpico Marketing Manager is responsible in developing
marketing plans and budgets. Through marketing plans and budgets the marketing team
can keep their entire organization focused on Arpico’s specific goals. Preparing a
marketing plan is time consuming but it helps to be concerned on achieving the objectives.

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Through market budgeting Arpico can plan the costs of promotional plans, campaign etc.
before head this will be helpful in reduce the costs of the plans and make profits because
of those plans (Marketing Mo, 2020).
 Identifying the current requirements of customers- This is also one of the main
responsibilities of Arpico Marketing manager. All the customers have unique needs and
wants. Through identifying their current requirements we can predict what they want and
analyze what are customer’s current demands in market place. This identification is helpful
in making products of their interests. This will increases the customer loyalty and customer
satisfaction towards Arpico’s products and services.
 Setting KPIs on Social media- social media KPIs help Arpico’s brand to understand how
good their campaign and the performances whether they need to modify or make changes
to their strategy. Arpico more probably uses FB to post their flash deals, special discounts,
super deals to promote their business and to make customers purchase their products.
Their company often checks whether their posts were seen by the people and how much
people were interested on purchasing Arpico products (Carter, 2018).
4.1 The interrelationships between marketing and other functional units of Arpico
 Marketing- production Department- In order to satisfy customer’s Arpico needs to
collaborate between marketing and production department. Marketing teams only research
what are the current requirements of customers and what products would be profitable if
they manufactured from that analysis, the marketing department shares the information’s
to production team, from that production department produce what people need with
reasonable price. Also, through the surveys, the marketing departments also spots the
things that people don’t like about the product. This helps the production department to
improve their products quality. Marketing department is the one who decides how to
introduce their product, to which company to sell which is based according to the nature of
the product itself (Shawareb, 2012).
 Marketing- HRM Department- The Arpico marketing departments need to work closely
with HRM to ensure that the HR is training and developing their employees, recruiting a
productive candidate who is skillful and good at making new ideas. Also in order to the
marketing department to have a strong team, the relations between the HR and marketing
need to be powerful (shawareb, 2012). Also marketing departments ensures whether the

MARKETING ESSENTIALS
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candidates recruited by HR are to be best people to promote and build the brand, R & D
new product ideas etc. (Case study).
 Marketing-Finance Department- Arpico marketing department works closely with the
finance department to give the appropriate budget list to marketing departments for their
planning and implementation of their marketing plans, such as; to produce commercials,
organizing campaigns, research and advertising strategies. Through this Arpico’s budget
go as expected and helps in making profits (Case study).
 Research and development -Arpico marketing department has a good relationship
with R & D process. Through marketing departments current market analysis information
for Arpico’s R&D it will be very helpful in order to modify the products and in improving the
quality. Also Arpico R & D department gives the marketing department ideas to develop
marketing programs according to their new products.
4.2 Advantages and Disadvantages of interrelationships between marketing and
other organizational functions at Arpico
Arpico Company have interrelationship between marketing and organizational functions in order
to achieve their overall aims and objectives. There are positive and negative sides in this concept
such as;
ADVANTAGES DISADVANTAGES
 Helps employees to be expertise in all
areas.
 Clear understanding- marketing team
gains a clear understanding on how to
approach customers from all the
information’s given by other
organizational functions at Arpico. So it
is profitable for the organization if they
made more customers.
 Improves good relationship between
with all the department staffs.
 As the marketing department engages
more with other functional departments,
other functional employees may get
discomfort in their work.
 As because all the employees get to
know other departments job roles and
their operations and their important
data’s. So some other functional
employees may misuse the
information’s.
 There May conflicts occur between

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 Through interrelationship between
marketing department and other
organizational functions they can
communicate and collect all the
necessary data which is used for a
better decision making purpose it is also
helpful to employees to develop new
skills.
 Arpico can make high profit level
because all the functional department
employees share their information’s and
corporate with the business (Khan,
2020).
marketing department and other
functional departments which could
affect the progress of the projects and
working environment.
 The decision making process will be
slow downed and conflicts may occur
during decision making.
Table 4.2: Advantages and Disadvantages of interrelationships between marketing and other
organizational functions at Arpico (Authors work)
5.0 Analysis of the value and importance of the marketing role at Arpico
Arpico’s marketing role plays an important role in establishing relationships between the
customers and the Arpico Company offering to the market. This gives Arpico a confidence in
trying new products in the market as opposed to situations where Arpico’s products enter the
market without publicity. Marketing role also creates a good impression on Arpico’s brand.
Through marketing roles Arpico can analysis the market requirements what customer need and
wants. Marketing people are who makes the customers confidence about their products and
services. This makes the customer to repeatedly purchase in Arpico and also this is strength to
the business this will increases the values of the brand. Marketing role is very important in Arpico
has because they are overall responsible for the increase in revenue and by extension increase in
the organizations profitability. Also marketers help in growing client’s bases for the organization.
They are also tasked with branding the Arpico’s product, participation in publicity activities, and
advertising and customer interactions through feedback collection. This will give awareness to
customer about Arpico’s product also it is profitable to organization and helps to increase the
sales (Mahea, 2014)
Marketing role is a main role as because every product starts and ends with marketing where they
establishes the needs of customers and after the introduction to the product, they are the team
identifies whether the customer needs are met. Marketing is positioned in centre of creating

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customer loyalty and customer retention. The organizations success is not only determining the
funds, investments, and financial stability it is also creating a good relationship with the customers
this is processed only with marketing (Mahea, 2014). Through creating customer satisfaction the
organization can reduce negative criticism about Arpico, spreads positive wordings about Arpico
and helps to increase new customers as because customers are the assets to Arpico.
ADVANTAGES
 Marketing roles helps the business to promote their
business to their target audience.
 Through a good marketing it increases the revenue and
increases more no. of new customers.
 Marketing role enhances customer satisfaction through
that they make customers loyal to the company.
 It helps to increase the sales and Arpico’s profitability.
Table 5.0: Advantages of marketing role (Authors work)
6.0 conclusions that emphasizes the significance of interrelationship between
marketing and other functional unit of Arpico
There is a close link between marketing functions with other organizational functions in an
organization. Marketing functions needs more data from other operational department in order to
perform effectively in Arpico Company. If Arpico Company needs to plan and implement a
marketing plan, then they need to require support of financial department, human resource
department, sales department and production department to develop the plan and budget
successfully.
Further, if the marketing team of Arpico Company wants to offer a flash deal on the bulk
purchase of their products scheme, then the marketing team needs to communicate with finance
and production team of the organization firstly. The marketing department is a separate
department but in order to increase the profit and productivity all departments and functions are
linked together in Arpico.
The main function of marketing in Arpico is to increase the revenue by increasing the sales but it
cannot achieve without the participation of other departments. The finance department provides
expected budget for any projects to the marketing department from that they plan and implement

MARKETING ESSENTIALS
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marketing plans. Production department communicates with logistics department to fulfill the
demands and supply of product and services. HR policies are generated towards the market
current trends, sales and target consumers. Thus, all these functional unit interrelations with each
other to bring a successful marketing plan which is a way to achieve Arpico’s goal and to run the
company with increased profit and productivity (Locus assignments, 2020).
7.0 Conclusion
The author concludes this report as a research on marketing current and future trends applied by
Arpico and included various marketing processes at Arpico such as; SWOT Analysis, PESTLE
Analysis, marketing mix, segmentation, targeting and positioning of Arpico. Also author has point
out the SMART framework of Arpico. Lastly, more details Author have discussed on marketing
influences and interrelates with other functional departments and how it is important in Arpico.
Also highlights the values and importance of a marketing role in an organization.

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