Orphanides Retail Mix

Orphanides Retail Mix

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Orphanides Retail Mix
Location:

One of the biggest Hypermarkets in Nicosia. It is located in Latsia area and it is one of the richest shopping malls that include 50 shops. It is the largest shopping center in Cyprus with ample space, escalators and has two levels of sheltered parking for 1300 cars.

ADVANTAGES:

ľ The location of Orphanides, which is a place where a collection of shops are all adjoin is a pedestrian area, allows shoppers to walk without interference from vehicle traffic.
ľ This major retail location allows large number of people to visit the place and make purchases.
ľ The shopping mall provides long, uniform hours operation
ľ The mall offers entertainment & recreation. The fact that there are so many shops gives the opportunity to customers to see a variety of products and therefore enjoy their shopping
ľ Protection against weather.

Generally speaking Orphanides like the other shopping malls in Cyprus are typically anchored with supermarkets instead of department stores because people in Cyprus spend half of their income on food.

DISADVANTAGES:

ľ There are no many customers leaving around the mall. This means that customers have to travel long distances to reach Orphanides.
ľ High occupancy costs.

Factors Affecting the Attractiveness of the Site

ACCESSIBILITY

This includes macro and micro analysis. The road conditions around the shopping mall are in a perfect situation. Moreover, there aren¡¦t any natural artificial barriers.

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Concerning the macro analysis, the visibility of the store is clear since there is nothing to cover the view of the building. In addition to this, the well planned parking facilities help to avoid congestion while cars entering or exceeding from it.

Location Attractiveness within the Center

ľ In Orphanides there is good selection of merchandise that competes with itself.
ľ Complementary merchandise: for example, next to the shoe shop there is a sock shop.

Merchandise Assortment

At Orphanides Hypermarket, customers enjoy purchasing from, large number of categories but few items in each category. The Hypermarket offers an enormous range of products under one roof, including in store bakery, butchery, fruit market, fresh fish, delicatessen department, stunning frozen, fresh food department and extensive grocery section.

Moreover, there are non-food stores including men¡¦s, women and children¡¦s clothing, electrical, house wears, toy¡¦s, gardening and seasonal section. Each store provides high assortment of merchandise.

Delicatessen

In Orphanides delicatessen store customers can find a wide range of cooked meats, local and international cheeses, dairy products and other delicacies and accompaniments including olives and traditional dips. In addition, there is a huge selection of cooked, cured and spiced meats like the traditional local favorite¡¦s lountza and spiced sausages such as honey hum, pepperoni, pastrami and Olympia salami. There are also varied selection of accompaniments and traditional salads as olives, Mexican and Florida.

Bakery

In the bakery there is a wide range of bread, pastries, cakes & traditional desserts that are prepared and baked in store. There is a huge selection of white, brown and traditional loaves. Traditional desserts like paklava, galatopurako and kateifi are also found in the bakery section

Butchery

Orphanides butchery offers an outstanding range of steaks, joins, chops, fillets and choice cuts.

Fruit Market

In the fruit market there is a wide range of food and vegetables chosen from huge selection of locally produced fruit such as oranges, apples, and bananas. There are also a varied selection of imported fruits & vegetables including pineapples, kiwis and mangos.

Grocery

There is a wide variety of groceries available with thousands of items from well known brands including exclusive imports.

Clothing

A wide range of clothing is found in the clothing store of Orphanides. Through the large number of clothing categories there is a low merchandise assortment, of men¡¦s women¡¦s and children¡¦s clothes.

Electrical

In the electrical store there is a wide range of audio, visual, kitchen and small appliances. There are everything from widescreen to TV¡¦s and home entertainment systems to CD players and walkmans but small quantities of each category.

Kitchenware

In this department there are items for kitchen and dinning needs. There is also a grade range of home ware items and accessories. Moreover the department includes cookers, frying pans, accessories, decorative items, vases, and pictures.

Linen

This department includes items needed for bedrooms. A wide range of duvets, bed linen, pillows and beds are found there.

Customer service

Over the years Orphanides have been at the forefront of retail developments in Nicosia, continuously researching the international market to identify new technologies, practices, products and procedures that will contribute to the customer care program. The last few years, management of the hypermarket have been studying the development of retailers own label brands (private labels) throughout Europe. This study has shown that own brand ranges are the fastest growing sector in retailing, so they will try to establish it in order to win the loyalty of more and more customers.

For the customers, private label will represent an increase in choice and will give the opportunity to purchase quality products at savings compared to manufactured brands without waiting for promotional pricing. The products will contain the same ingredients as the manufacturer¡¦s brands and because the Orphanides name will be on the product customers will be assured that products meet quality standards and specification. In addition, this will increase the customers input and loyalty.

Bonus Card

Orphanides offers to its customers the bonus card. Special offer display cards to create customer loyalty. All card holders have the opportunity to exchange points at all food and non-food departments, even to items which are not on special price offers. The fact that card holders can redeem the bonus points at the non-grocery department as well creates further loyalty and improves customer service. The Orphanides Multi-Child program, offers 5% discount in coupon on the total amount of purchases of each month to the members of this scheme.

Perceived service

The hypermarket creates empathy to customers. There is a personalized service trough their website in the internet. As soon as you log on Orphanides website they will greet you with an extra-ordinary and friendly way which further creates customer loyalty.

The hypermarket also creates assurance to customers. All products and items are guaranteed and are offered warranties. Moreover, return policies and trust are developed to create once again customer loyalty.

Pricing

The slogan of the hypermarket is ¡§As cheap as nowhere else¡¨. The hypermarket is using everyday low pricing meaning that customers enjoy sales at low prices compared to other various retailers. This is an advantage to customers since they are assured of low prices in every visit, but also is an advantage for the hypermarket since less advertising cost will be needed. Through the pricing strategy Orphanides use the pre-mentioned slogan to attract customers.

Orphanides hypermarket is using a competitor oriented method for setting price. Because of the high level of competition Orphanides has actually taken into consideration prices of competitors such as E&S, Chris Cash & Carry, Alpha Mega and many others and set prices according to their prices.

One of the characteristics that identify the uniqueness of Orpanides pricing is that in some cases it sells some of its products below the actual cost price. This is attempted in order to increase customer¡¦s traffic flow or boost sales of complementary products.

Break even analysis.

ORPHANIDES RETAIL MIX
Location:

One of the biggest Hypermarkets in Nicosia. It is located in Latsia area and it is one of the richest shopping malls that include 50 shops. It is the largest shopping center in Cyprus with ample space, escalators and has two levels of sheltered parking for 1300 cars.

ADVANTAGES:

ľ The location of Orphanides, which is a place where a collection of shops are all adjoin is a pedestrian area, allows shoppers to walk without interference from vehicle traffic.
ľ This major retail location allows large number of people to visit the place and make purchases.
ľ The shopping mall provides long, uniform hours operation
ľ The mall offers entertainment & recreation. The fact that there are so many shops gives the opportunity to customers to see a variety of products and therefore enjoy their shopping
ľ Protection against weather.

Generally speaking Orphanides like the other shopping malls in Cyprus are typically anchored with supermarkets instead of department stores because people in Cyprus spend half of their income on food.

DISADVANTAGES:

ľ There are no many customers leaving around the mall. This means that customers have to travel long distances to reach Orphanides.
ľ High occupancy costs.

Factors Affecting the Attractiveness of the Site

ACCESSIBILITY

This includes macro and micro analysis. The road conditions around the shopping mall are in a perfect situation. Moreover, there aren¡¦t any natural artificial barriers.

Concerning the macro analysis, the visibility of the store is clear since there is nothing to cover the view of the building. In addition to this, the well planned parking facilities help to avoid congestion while cars entering or exceeding from it.

Location Attractiveness within the Center

ľ In Orphanides there is good selection of merchandise that competes with itself.
ľ Complementary merchandise: for example, next to the shoe shop there is a sock shop.

Merchandise Assortment

At Orphanides Hypermarket, customers enjoy purchasing from, large number of categories but few items in each category. The Hypermarket offers an enormous range of products under one roof, including in store bakery, butchery, fruit market, fresh fish, delicatessen department, stunning frozen, fresh food department and extensive grocery section.

Moreover, there are non-food stores including men¡¦s, women and children¡¦s clothing, electrical, house wears, toy¡¦s, gardening and seasonal section. Each store provides high assortment of merchandise.

Delicatessen

In Orphanides delicatessen store customers can find a wide range of cooked meats, local and international cheeses, dairy products and other delicacies and accompaniments including olives and traditional dips. In addition, there is a huge selection of cooked, cured and spiced meats like the traditional local favorite¡¦s lountza and spiced sausages such as honey hum, pepperoni, pastrami and Olympia salami. There are also varied selection of accompaniments and traditional salads as olives, Mexican and Florida.

Bakery

In the bakery there is a wide range of bread, pastries, cakes & traditional desserts that are prepared and baked in store. There is a huge selection of white, brown and traditional loaves. Traditional desserts like paklava, galatopurako and kateifi are also found in the bakery section

Butchery

Orphanides butchery offers an outstanding range of steaks, joins, chops, fillets and choice cuts.

Fruit Market

In the fruit market there is a wide range of food and vegetables chosen from huge selection of locally produced fruit such as oranges, apples, and bananas. There are also a varied selection of imported fruits & vegetables including pineapples, kiwis and mangos.

Grocery

There is a wide variety of groceries available with thousands of items from well known brands including exclusive imports.

Clothing

A wide range of clothing is found in the clothing store of Orphanides. Through the large number of clothing categories there is a low merchandise assortment, of men¡¦s women¡¦s and children¡¦s clothes.

Electrical

In the electrical store there is a wide range of audio, visual, kitchen and small appliances. There are everything from widescreen to TV¡¦s and home entertainment systems to CD players and walkmans but small quantities of each category.

Kitchenware

In this department there are items for kitchen and dinning needs. There is also a grade range of home ware items and accessories. Moreover the department includes cookers, frying pans, accessories, decorative items, vases, and pictures.

Linen

This department includes items needed for bedrooms. A wide range of duvets, bed linen, pillows and beds are found there.

Customer service

Over the years Orphanides have been at the forefront of retail developments in Nicosia, continuously researching the international market to identify new technologies, practices, products and procedures that will contribute to the customer care program. The last few years, management of the hypermarket have been studying the development of retailers own label brands (private labels) throughout Europe. This study has shown that own brand ranges are the fastest growing sector in retailing, so they will try to establish it in order to win the loyalty of more and more customers.

For the customers, private label will represent an increase in choice and will give the opportunity to purchase quality products at savings compared to manufactured brands without waiting for promotional pricing. The products will contain the same ingredients as the manufacturer¡¦s brands and because the Orphanides name will be on the product customers will be assured that products meet quality standards and specification. In addition, this will increase the customers input and loyalty.

Bonus Card

Orphanides offers to its customers the bonus card. Special offer display cards to create customer loyalty. All card holders have the opportunity to exchange points at all food and non-food departments, even to items which are not on special price offers. The fact that card holders can redeem the bonus points at the non-grocery department as well creates further loyalty and improves customer service. The Orphanides Multi-Child program, offers 5% discount in coupon on the total amount of purchases of each month to the members of this scheme.

Perceived service

The hypermarket creates empathy to customers. There is a personalized service trough their website in the internet. As soon as you log on Orphanides website they will greet you with an extra-ordinary and friendly way which further creates customer loyalty.

The hypermarket also creates assurance to customers. All products and items are guaranteed and are offered warranties. Moreover, return policies and trust are developed to create once again customer loyalty.

Pricing

The slogan of the hypermarket is ¡§As cheap as nowhere else¡¨. The hypermarket is using everyday low pricing meaning that customers enjoy sales at low prices compared to other various retailers. This is an advantage to customers since they are assured of low prices in every visit, but also is an advantage for the hypermarket since less advertising cost will be needed. Through the pricing strategy Orphanides use the pre-mentioned slogan to attract customers.

Orphanides hypermarket is using a competitor oriented method for setting price. Because of the high level of competition Orphanides has actually taken into consideration prices of competitors such as E&S, Chris Cash & Carry, Alpha Mega and many others and set prices according to their prices.

One of the characteristics that identify the uniqueness of Orpanides pricing is that in some cases it sells some of its products below the actual cost price. This is attempted in order to increase customer¡¦s traffic flow or boost sales of complementary products.

Break even analysis.
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