The Role Of The Marketing Department And The

Interrelationship With Other Functional Areas Of

Keells Super Market

1

Name:- W. M. Kavidi Jayarangi Wickramasingha

Reg No.:- E201115
Academic Year:- 2023/25
Content
 Introducing Marketing
 Introduction To Keells Super Market
 What Is Marketing Concepts
 Marketing Concept Of Keells
 Current And Future Trends Of Marketing Of Keells
 Role And The Responsibility Of The Marketing Function
 Marketing Department Structure, And Responsibilities
 Importance And Interrelationship Between The Marketing
Department And Other Department Of Keells
 External And Internal Environment
 Conclusion
 References
 Q&A

2
 Introduction to Marketing
“Performing The Business Activities That Direct The Flow Of Goods
And Services From Producer To Consumers Or Users.”

 Marketing is the activity of promoting a business to sell products and The

process of getting people interested in company’s product or service.
 Marketing pertains to all aspects of a Business, Including Product
Development, Distribution Methods, Sales, And Advertising.

(American Marketing Association, n.d.)

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 About Us
Type Private Limited

Industry Retail

President Mr. Charitha Suba Singha

Executive vice president Mr. Aravinda Wanniarachchi

Mother company Jay Kay marketing / JKH

Loyalty Nexus Loyalty

• The term Keel's Super is widely associated with the selection of high-end
grocery stores in Sri Lanka.
• The term Keel's Super is widely associated with the selection of high-end
grocery stores in Sri Lanka.

(Wikipedia, 2023 oct.15) 4

 • Vision
Improving the nation’s quality of life by providing our
customers with innovative experiences, quality food
and fresh produce at affordable prices.

• Mission
As part of Sri Lanka's largest conglomerate, Keells
aims to be an exemplary socially and environmentally
conscious business to improve the quality of life of
the country's citizens and reduce its carbon footprint.

(Annual Report, 2022)

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 Marketing Concept
 A marketing concept is a philosophy that determines what types of marketing
tools are used by a company.
 The marketing concept a business adopts influences the type of marketing it
employs.
 A marketing concept allows a company to share a vision within its organization
of how it intends to generate sales and grow the company.
 It is important for a company to choose and develop a marketing concept so that
choices about the product, price, distribution, and promotion of the company
are all aligned with each other.

(Study.com, 2023 nov.21) Image - (Invite Referrals, 2021 Sep.24)

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 Marketing Concepts of Keells Supermarket
Socially responsible
Own-label product
corporation
Research and Development Discounts and Promotion

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 Current Trends of Marketing in Keells Super Market

Hand Bill
Bill Board

Facebook Post

Short Video

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 Future Trends of Marketing in Keells Super Market

Conversational Marketing
Google Ads

Email Marketing

AI and Automation trends

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 Role and The Responsibility of The Marketing Functions
Talking about marketing, it is a mix of efforts that the marketing department undertakes to create, communicate,
deliver, and exchange valuable offerings. It is concerned solely with generating value for clients, society, and
organizational partners.

What are the Responsibility of Marketing???

- Promotion
- Pricing
- Product Management
- Financing
- Selling
- Market Research
- Market Information Management

(MarketingG91, 2021 August 25)

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 Marketing Department Structure, Their Role, And
Responsibilities of Keells Super
Job title Role and Responsibility
Chief Marketing Officer Head of Marketing Department and Responsible for the
organization’s marketing procedure
Marketing Director Carrying Out the Marketing Strategies of the Organization
Product Manager Product Research Development and Promotion

Market Researches Find out information about the target audiences and the
competitors
Designers and Creatives Builds up the brand of company
Customer Relations Officer Handle The Concerns Of The Customer Who Buy Company's
Products and Services.
(Annual Report, 2022) 11
 Importance And Interrelationship Between The Marketing Department
And Other Departments in Keells Super Market
Operations Department HRM Finance It Department

 In charge of overseeing the  Manages recruitment,  Manages financial

entire store and making training, and development transactions, accounting,  Oversees the management
sure everything runs of online platforms and
smoothly on a daily basis. of staff. and budgeting. point-of-sale systems inside
the technical infrastructure.
 oversees stock levels,  Handles employee  Handles payroll and other
inventory, and supply chain relations, benefits, and financial aspects of  Ensures that it systems are
management. operating well and takes
performance evaluations. employee management. care of technical problems.

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 Importance And Interrelationship Between The Marketing Department
And Other Departments in Keells Super Market
Fresh Produce Non-Food Customer Maintenance
Service

 Handles the  Handles customer  Responsible for the

procurement, display, and  Manages the procurement, inquiries, feedback, and maintenance and
management of fresh display, and sales of non- complaints. cleanliness of the store.
produce food item, including  Manages customer loyalty
household goods, personal  Addresses repairs and
 Ensures the quality and care products, and more programs and upkeep of facilities
freshness of perishable promotions.
items.

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Importance And Interrelationship Between The Marketing Department And Other Departments in

Keells Super Market

Departments Importance Interrelationship

Sales Department The marketing department works closely with the sales Regular communication between the marketing and
department to understand customer needs and sales teams ensures alignment of goals and strategies.
preferences. Marketing strategies aim to generate leads Feedback from sales helps the marketing department
and create opportunities for the sales team. refine its campaigns to better meet customer demands.

Finance Department Marketing initiatives require budget allocation, and the The marketing department works with the finance team
financial department ensures that the marketing budget to set budgets, track expenses, and measure the return
aligns with the overall financial strategy of the company. on investment (ROI) of marketing campaigns.

HRM Department Marketing campaigns may necessitate additional staffing The marketing department communicates its staffing
or specific skill sets. The HR department plays a role in needs to HR, and HR ensures that the marketing team
recruiting, training, and retaining employees with the has the necessary talent and skills. Additionally, HR may
right expertise. work with marketing to develop employee engagement
programs that align with marketing goals.
 Departments Importance Interrelationship
Fresh Produce Marketing plays a vital role in promoting the fresh produce Marketing campaigns, such as discounts, bundle offers, or
offerings. Through various channels such as advertising, in-store themed promotions, are often centered around fresh
promotions, and online marketing, the marketing department produce.
helps create awareness and visibility for the fresh produce
department.

Customer Service Department Marketing campaigns can influence customer perceptions and The marketing department provides insights into
expectations. Customer service is crucial for maintaining customer customer expectations and feedback to the customer
satisfaction and addressing any issues that may arise. service team. Close collaboration ensures that the
customer service team is prepared to handle inquiries
related to marketing promotions or campaigns.

Operations Department Efficient store operations are crucial for delivering a positive Marketing communicates promotional activities and
customer experience, and marketing efforts should align with the campaigns to the operations team, ensuring that they are
capabilities of the operations department. prepared for potential increases in customer traffic.
Operations, in turn, provides feedback on the feasibility
of implementing certain marketing initiatives within the
store environment.

15
The Internal And External Environment In Which The Marketing Function Operates

The marketing function operates within a dynamic internal

and external environment.

 Internally, factors such as organizational structure, culture, and

resources shape marketing strategies.

 Externally, the macro-environmental elements, including

economic, technological, social, and legal factors, influence
marketing decisions.

(BBA mantra, 2018 January 6) 16

 The Internal And External Environment In Which The Marketing
Function Operates in Keells super
Internal Environment External Environment
Strengths
Opportunities
 Brand Reputation
 Market Expansion
 Wide Product Range
 E-commerce Growth
 Customer Loyalty Programs
 Partnership And Collaborations
 Digital Presence
 Strategic Locations

Weaknesses Threats
 Limited Differentiation  Competition
 Inconsistent Customer  Economic Challenges
Experience  Supply Chain Disruptions
 Dependency On Suppliers  Technological Changes
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 Conclusion
At Keells Super Market, Marketing Acts As The Glue Holding Together Various Functional
Divisions. The Cooperative Endeavors Of The Team Guarantee A Unified Strategy
Towards Operations, Finance, Sales, And Human Resources, Propelling The
Supermarket's Triumph In A Fiercely Competitive Retail Arena.
Marketing Strengthens Brand Awareness, Customer Happiness, And Overall Business
Performance Through Strategic Interaction, Reaffirming Keells Super Market's Standing
As A Dynamic And Consumer-focused Retail Leader.

18
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Q&A
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