“Daily life favors the ‘retail’ category, which caters to various consumption occasions. For 60% of Peruvians, retail brands aim to tailor their products and services to market needs and enhance the consumer experience,” comments José Oropeza, managing partner of Impronta Research. He explains that supermarkets and malls are the most prominent players in the retail landscape. Supermarkets offer a diverse range of products suited for the essential shopping basket, while malls provide entertainment-focused options.
Ángela Álvarez, CEO of BBK Group Perú, emphasizes that the supermarket sector holds 60% relevance and appeal for consumers, followed closely by the ‘malls‘, which share the same figure. Department stores lag slightly behind.
Oropeza notes that the study measures four dimensions: value proposition, experience, identity, and purpose. Regarding these attributes, the expert comments that brands in the retail sector excel in identity and experience generation. “However, there are still opportunities for improvement in terms of experience and relevance, as 52% of Peruvians claim they could easily switch brands”. For Oropeza, if the market does not embrace the value proposition, it leads to dissatisfaction and decreased loyalty. Nonetheless, 48% of respondents indicate that they find it challenging to change their retail brand.
The convenience stores exhibit lower relevance and strength among retailers. This is evident in the finding that 6 out of 10 Peruvians would be open to changing their current convenience store. It is a relatively new and developing category, according to the study.
700
convenience stores operate in the country
“This number of stores serves 34 million Peruvians. In Chile, there are 1,700 for 19 million,” says Ángela Álvarez, CEO of BBK Group Perú.
Among ‘retail’ brands, the top three are Plaza Vea, Tottus, and Promart. “These brands excel in providing a quality experience. They have reached maturity in their service models, which is recognized by 70% of Peruvians. They also possess a strong identity,” explains Oropeza.
Álvarez points out that Plaza Vea has focused significantly on the purchasing journey and store layout design, emphasizing that efforts at the point of sale are vital. Meanwhile, Promart is noted for its knowledgeable advisors and streamlined purchasing process.
At the bottom of the ranking, in positions 15 to 17, are Cassinelli, Vivanda, and Oxxo, brands that, according to Oropeza, need to enhance their customer experience. “Currently, 44% of Peruvians do not feel a connection with them”, he remarks. The study further explains that Oxxo is still a new brand working on its customer engagement, while Vivanda targets a niche market, and Casinelli is not viewed as a daily brand.
Artika Ice Creams: The Origin and Rise of a Peruvian Brand
Introduction to Artika Ice Creams
Artika is a renowned ice cream brand in Peru, widely recognized for its quality and innovative flavors. The brand’s journey started with a vision to bring delicious, refreshing ice creams to the local market, quickly establishing a strong presence in the highly competitive ice cream industry.
The Origins of Artika
The history of Artika ice creams is a tale of ambition, quality, and perseverance. Founded in the scenic region of Quillabamba, Peru, Artika began its humble journey rooted in local tradition and a passion for creating exceptional frozen treats. The founders’ commitment to using high-quality ingredients sourced from Peru has been pivotal to its growth. This commitment not only emphasizes sustainability but also supports local farmers.
The Competitive Ice Cream Market in Peru
Peru’s ice cream market is characterized by diverse flavors and intense competition from both local and international brands. Artika has distinguished itself by focusing on unique flavors inspired by Peruvian culture, such as:
- Lucuma
- Maca
- Chirimoya
- Cocoa
Market Analysis
According to industry experts, including José Oropeza from Impronta Research, the retail sector, which includes ice cream brands, thrives on consumer adaptability and experience. With 60% of Peruvians indicating a preference for brands that enhance their shopping experience, Artika has made a concerted effort to adapt to consumer needs.
Value Proposition and Brand Identity
The value proposition of Artika ice cream lies in its unique flavors and high-quality ingredients. The brand has successfully built a strong identity around being a local Peruvian brand that champions quality and authenticity. This resonated with consumers looking for products that reflect local culture and taste.
Oropeza notes that brands need to focus on four key dimensions: value proposition, experience, identity, and purpose to maintain strong connections with consumers. Artika excels in establishing a clear brand identity and delivering memorable experiences that foster loyalty.
Growth Strategies in the Ice Cream Industry
Artika’s growth strategy includes several key elements:
- Product Innovation: Continuous development of new flavors and products to attract diverse customer segments.
- Enhanced Customer Experience: Utilizing supermarkets and retail locations effectively to create engaging customer experiences.
- Marketing Initiatives: Leveraging social media and traditional marketing to build brand awareness and showcase the unique aspects of their ice creams.
Engaging with Local Communities
Artika emphasizes community engagement, participating in local events and ensuring that a portion of its profits supports local projects. This not only enhances brand loyalty but also creates a positive impact on society.
Case Study: Artika’s Success in Malls and Supermarkets
Artika has established a notable presence in Peru’s supermarket and mall sectors, which are crucial to its distribution strategy. A study from BBK Group indicates that supermarkets rank high among consumers, with 60% favoring them for everyday purchases. Artika strategically positions its products in these locations, enhancing visibility and accessibility.
Customer Feedback and Experiences
Customer feedback plays a crucial role in Artika’s product development and overall strategy. The company actively gathers opinions on flavors, packaging, and experiences, allowing it to adapt swiftly to consumer preferences. Many customers praise Artika for:
- Creative Flavor Combinations
- Rich, Authentic Taste
- Responsive Customer Service
| Feature | Customer Ratings |
|---|---|
| Flavor Variety | 4.8/5 |
| Quality of Ingredients | 4.9/5 |
| Packaging | 4.5/5 |
| Customer Service | 4.7/5 |
The Future of Artika Ice Creams
As Artika continues to innovate and grow, its future looks promising. The company remains committed to enhancing its product line and expanding its reach, not just within Peru but potentially in other markets. The emphasis on quality, local ingredients, and community engagement sets Artika apart as a leader in the industry.
Final Thoughts
Artika ice creams represent a successful blend of local culture, quality, and innovative marketing strategies. As they navigate the competitive landscape of ice creams, their dedication to consumers and commitment to sustainability will likely be the keys to their ongoing success.
