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SUPERBRANDS
Achievements
Singers innovative marketing strategy of taking
home appliances to the consumers doorstep
has established it as the most
extensive retail chain in the
country. The company
adopted the strategy of
customising channels
according to market profiles,
to be able to satisfy consumer
needs efficiently and effectively.
This strategy has resulted in
the introduction of the
superstore concept to Sri Lanka
and it gave birth to Singer
Mega, a novel retail concept that
allows customers to choose from
many local and international
household brands under one roof.
The depth of the product and brand
portfolio on offer soon made Singer
Mega popular in top-end market
segments, where discerning customers can
compare and contrast and choose from a vast
array of local and international brands. This,
indeed, is a unique buying proposition.
In 1987, the company celebrated its 110th
anniversary by committing itself to building a
dedicated wholesale channel to support
independent retailers. Singers outlet penetration
in Sri Lanka is the highest in the South Asian
region. By the end of 2005, the company was
operating seven Singer Mega outlets, 273
exclusive Singer outlets and 417 independent
outlets, apart from eleven exclusive Sisil outlets
and nine Modern Homes showrooms.
Maintaining an extensive retail network is not
an easy task. Merchandising, researching, logistics
management and staffing requires passion,
dedication and commitment. In-store displays
need to change in keeping with current trends
and consumer needs.
Disseminating information with regard to
products, scheduling promotions across the
History
Singer commenced operations in Sri Lanka in
1877 by marketing sewing machines. With over
a hundred years of seeing the evolution of the
Sri Lankan consumer, Singer has developed
sophisticated processes in manufacturing and
every aspect of consumer marketing. Today,
Singer has three subsidiaries
namely, Regnis Lanka, Singer
Industries, and Singer
Finance Lanka reflecting its
corporate
successes.
In the 1990s,
Singer Sri Lanka
gradually downsized its
operations to reap the
benefits of new technology.
This helped the company to
focus on its core
competencies, develop a skilled
workforce, and guarantee
consistent quality and total
customer satisfaction.
More recently, Singer set up a productquality surveillance unit which is responsible for
in-depth checking of every batch of
merchandise that is manufactured or purchased
within or outside the country. This unit is also
responsible for minimising the cost of warranties
and enhancing product performance. These
changes have made a positive impact on the
level and quality of service and won the
hearts and minds of customers.
Singers commitment to its vision is legendary:
for example, Singer does not stop at just selling
sewing machines to people; it goes many steps
further, to educate its consumers on designing,
stitching and making clothes. Singers Fashion
Academy has created numerous employment
opportunities. Similarly, the company initiated
Singer Culinary Schools around the country, to
support its sales of small household and kitchen
appliances.
Product
A 155-year-old brand, Singer offers a complete
product range that is a must for modern-day
Recent Developments
Singer restructured its operations to improve its
management focus and customer service. This
move helped the group to optimise the use of
its resources and derive higher margins.
Retail wisdom acquired over generations puts
Singer ahead of its competition. It realised that
the era of the generalist will soon be a thing of
the past and that retailers need to be specialists
providing conveniences to customers so the
company began moving away from retailing to
clientailing. As a result of this new management
philosophy, the company built a separate
channel for household furniture products which
have market potential. Comfort cleverly mixed
with aesthetics have made Modern Homes an
overnight success.
Singers retail network contributes to over
75% of the groups revenue, followed by the
wholesale channel which accounts for almost
15% of its income.
Promotion
The combination of brand and distribution
equity has made Singer the most powerful
Brand Values
Singer is committed to providing technologically
advanced and reliable household appliances,
whilst keeping an eye on accessibility and
affordability. The brand reflects trust,
performance and superior customer service.
Furthermore, Singers rich global heritage has
been effectively leveraged in the local market
and translated into high customer-service levels,
building strong and sustainable relationships with
the consumer.
www.singersl.com
SINGER
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