An Organization study at RELIANCE FRESH, BANGALORE

By MOHAN BAILPATTAR REG.No:10SKCMA032

EMPOWERING MINDS

ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES 1ST CROSS, 1ST STAGE, PEENYA

Company Profile
Reliance Fresh is the Convenience store format which forms part of retail business of Reliance industries of India. Reliance Fresh is headed by Mukesh Ambani .

Reliance Fresh is the first retail venture of the Reliance Retail Business.
The company offers fresh fruits and vegetables, staples, groceries, fresh juice and dairy products. Reliance Fresh directly buys stock from farmers to cut down on wastage.

Strategic Intent
VISION
To generate inclusive growth and prosperity for farmers, vendor partners, small shopkeepers and consumers. To be the most admired and successful organized retail company in India that materially enhances the quality of life of every Indian.

MISSION
Growth through value Creation

Competitors
More Big bazaar Spencer Safal Subhiksha Nilgiris Trent Big apple Heritage Food World Namdhari fresh

Organization Structure
CEO EXECUTIVE HEAD

MARKETING HEAD

HR HEAD

FINANCE

OPERATIONS

Zonal Chief Executive

Zonal Head Zonal HR Head

CFO State Operation Head Zonal Commercial Head

Senior HR Manager State Head Assistant HR Manager Deputy HR Manager State Commercial Executive

Cluster Manager Store Manager State Officer executive Supervisor CSA and C and A

Executive

Executive

Cashier and Accountant

Swot Analysis
Strengths
Accessibility Of Stores
Variety of Products Private Label Products Competitive Prices

Weaknesses
Shortage of Staff
Improper Display Lack of Product Knowledge by the staff at the stores Advertising

Contact with Farmers

Opportunities
Retailing as an industry is booming Cater to the needs of people of different classes Meet the expectation of Health Conscious customers.

Threats
Competition from the domestic players and also international players The company faces threat from Kirana shops

Findings
Strategic locations of stores attract more footfalls than its Competitors. Software used for selection and maintain database SAP(System Application Program). It was found that most of the customers where not aware about the offers and promotional schemes offered at the stores. At some instances the displays of offers and schemes were not properly displayed.

Suggestions
Reliance can explore the areas where customers are not being attended by entering into the untapped areas like rural India, semi urban and urban areas. Management need to train the staff for better offer displays and signage. Advertising should be effective and appealing to the customers.

Conclusion
Though Reliance Fresh has being successful in its endeavors. The management can further achieve excellence by taking relevant steps and strategic decisions and meet the expectations of the consumers.

My Learning's
I was given an opportunity to know the organization structure, functioning of departments of Reliance Fresh. I came to know about various aspects of Retail sector. Various elements of Visual Merchandising like End cap, End cap Header, Planogram etc. which are displayed in the stores. Arrangement and display of products play an important role in attracting the consumers. I came to know offers displayed in stores and how it could impact on the consumers.

Special Task
(STUDY ON IMPACT OF VISUAL MERCHANDSING ON CONSUMERS AT RELIANCE FRESH)

Objectives To study the impact of Visual Merchandising on the consumers. To access the effectiveness of arrangement and display of products. To identify the impact of visual merchandising on all the visual merchandising components and their influence on consumer buying behaviour. To study the customers perception towards various visual merchandising elements.

Research Methodology
DESCRIPTIVE TYPE

TOOLS OF DATA COLLECTION

1. Questionnaire SAMPLE SIZE 100

SOURCES OF DATA
1. PRIMARY DATA STATISTICAL TOOLS : GRAPHS & CHARTS

Findings
Customers at Reliance Fresh are of all age groups. 70% 0f customers shop weekly at Reliance Fresh store. Most of the customers are aware and think of Reliance Fresh for general shopping. Many customers came to know about the Marketing campaign like Annapurana Utsav, Stars of the week etc only after entering the stores. Staff at the stores do not have complete knowledge about the product. Less customer attention was found in stores during some instances. Majority of the customers were happy with the overall experience.

Suggestions
SUGGESTION One of the positives for the store is that the customer base comprises of all age groups. Hence it is very important to market the product which satisfies all age group. The promotional schemes like discounts, gifts, coupons etc. must be projected in such away so that it attracts and motivates the customers to buy. The offers should clearly highlight the benefits so as to attract the customers and make them aware about the benefits. This may enhance the sales. Staff should be trained about variety of products and offers. They should have complete knowledge about the products over the store.

CONCLUSION
As the overall experience of the customers is found to be good the organization needs to grab this opportunity in retaining and increasing its customer base to further increase its sales.