John Keels Supermarket Chain | Sri Lanka

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 Keels supermarket chain is one of the largest supermarket chain in Sri Lanka which belongs to the FMCG sector and subsidiary of John Keels holdings. They offers best in range quality products and services over the 20 years of experience. Keels supermarket chain revenue contribution for the John Keels holding is 36% (Annual report, 2018). Currently keels supermarket operates 96 locations around the country. Keels supermarket chain working with around 2000 farmers in island wide.4956 employees working at Keels supermarket chain. Further they provide marketplace more than 1000 large and small scale suppliers. They won the silver award for best visual identity in the retail sector and best brand experience

Customer base and range of product/services - Keels supermarket involves in both B2B and B2C behavior. B2B happens when supermarket buy products from suppliers. Their major business go through B2C providing fresh and quality products to the customers. Keels supermarkets provide wide verity of food, beverage and household items such as frozen food, bakery item, pharmacy, meat and sea food, dairy products, fruits and vegetables.

Competitors – Keels supermarket chain giving a high competition over the other FMCG competitors in Sri Lanka. Cargills, Arpico and Laughfs supermarkets are the major competitors who are giving close competition to Keels supermarkets. Cargills giving a high competition and they have strong and highest number of Outlets Island wide. Arpico and Laughfs supermarket chain always targeting high basket value customers from the main cities in Sri Lanka. When compare with the prices there are no big dissimilarities but they differentiate their products by providing special offers, loyalty promotion and other special services. 



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