0601091 Merchandise Planning for Reliance Industries | Retail | Sales

A Project Report on “Merchandise Planning” For “Reliance Industries Ltd.

By

Kshitij Anand Under the guidance of Prof. Sharad Joshi

Submitted To University Of Pune In partial fulfillment of the requirement for the award of the degree of Master of Business Administration (MBA)

Through Vishwakarma Institute of Management Pune-48

CHAPTER – I EXECUTIVE SUMMARY
The project covers the various aspects & parameters considered for merchandise planning in Reliance Fresh outlets. The main idea behind the study was to learn directly from the market, what consumers demand in a particular catchment area around each Reliance Fresh Store, so as to efficiently and effectively utilize every square feet of floor area of the stores in order to cut the extra cost and increase efficiency. Although all the markets look the same, they have huge differences within them. The customer, who is considered as the king in the retail sector, decides the kind of product he wants to use and not what is offered. With increase in competition, merchandise planning is fast becoming an integral part of the retail business. The topic was chosen to bring to light the various factors pertaining to customer preferences for particular SKU’s or brands, so as to decide on the optimum product mix for each outlet independently, based on area wise competitor analysis. The study was conducted through market survey in Delhi & NCR for different kirana stores, confectionery shops, bakeries, and some organized retail stores. The project also included preparation of a list of all the products in the particular area which are stocked by most of the stores. The data was helpful for Reliance Fresh to maintain a good stock for all those products which have a high demand.

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CHAPTER – II COMPANY PROFILE
“Growth has no limit at Reliance. I keep revising my vision. Only when you can dream it, you can do it."

Dhirubhai H. Ambani Founder Chairman Reliance Group December 28, 1932 - July 6, 2002 The Reliance Group, founded by Dhirubhai H. Ambani (1932-2002), is India's largest private sector enterprise, with businesses in the energy and materials value chain. Group's annual revenues are in excess of USD 22 billion. The flagship company, Reliance Industries Limited, is a Fortune Global 500 company and is the largest private sector company in India. Backward vertical integration has been the cornerstone of the evolution and growth of Reliance. Starting with textiles in the late seventies, Reliance pursued a strategy of backward vertical integration - in polyester, fibre intermediates, plastics, petrochemicals, petroleum refining and oil and gas exploration and production - to be fully integrated along the materials and energy value chain.

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The Group's activities span exploration and production of oil and gas, petroleum refining and marketing, petrochemicals (polyester, fibre intermediates, plastics and chemicals), textiles and retail. Reliance enjoys global leadership in its businesses, being the largest polyester yarn and fibre producer in the world and among the top five to ten producers in the world in major petrochemical products. The Group exports products in excess of USD 7 billion to more than 100 countries in the world. There are more than 25,000 employees on the rolls of Group Companies. Major Group Companies are Reliance Industries Limited (including main subsidiaries Reliance Petroleum Limited and Reliance Retail Limited), Indian Petrochemicals Corporation Limited and Reliance Industrial Infrastructure Limited.

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About Reliance Retail
Wednesday, June 28, 2006 was when Reliance Industries finally announced its mega foray into the Retail world. Calling retailing "the next big idea" in the company's plans, Reliance chairman Mukesh Ambani said the petrochemicals giant would set up a 100 per cent owned subsidiary, Reliance Retail, to "spearhead this revolution." The company will initially infuse Rs.10,000 Crore into the retail setup and gradually increase it to Rs. 25,000 Crore. Reliance Retail would have a footprint in 1,500 cities and towns through convenience stores, supermarkets, speciality stores, and hypermarkets; and will create 10 lakh jobs. The company would partner farmers, logistics operators, small shopkeepers and traders in this initiative. Reliance could emerge as the biggest single player in India's burgeoning retail market. The spending power of its estimated 300 million strong middle class has been on the rise, making the sector increasingly attractive to domestic and foreign investors. India's retail market is estimated to be worth around $200 billion but it is still hugely fragmented, with organised retail outlets comprising just two percent of the sector. Reliance entry in this segment is set to change the dynamics in this sector. Reliance is gearing up to revolutionize the retailing industry in India. Towards this end, we are aggressively working on introducing a pan-India network of retail outlets in multiple formats. A world class shopping environment, state of art technology, a seamless supply chain infrastructure, a host of unique value-added services and above all, unmatched customer experience, is what this initiative is all about.

The company is targeting to open 100 more Reliance Fresh stores in New Delhi alone within four months, and a 1,000 new stores in 35 cities nationwide by the end of the year with a built-up area of over 4 million sq.ft. An investment of Rs.8,000 crore is envisaged for the NCR region alone.

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we will actively endeavor to contribute to India's growth.Reliance Fresh stocks fresh fruits and vegetables. Ensuring better returns to Indian farmers and manufacturers and greater value for the Indian consumer. The company is approaching farmers directly for the procurement of produce. The project will boast of a seamless supply chain infrastructure. fast moving consumer goods and dairy products. both in quality and quantity. 6 . Through multiple formats and a wide range of categories. The retail initiative of Reliance will be without a parallel in size and spread and make India proud. will be an integral feature of this project. seeking to reduce the 40% wastage that occurs through the traditional supply chain. By creating value at all levels. unprecedented even by world standards. Reliance is aiming to touch almost every Indian customer and supplier. staples.000 tonnes of fresh produce daily and also 250 categories of commodities. The stores are already selling over 1.

nature of competition etc. 7 . 3. 2.) Identifying the present & probable competitors of Reliance Fresh.) Identifying the most preferred SKU’s (Stock keeping units). area wise 4.CHAPTER – III OBJECTIVES OF THE STUDY 1.) Identifying customer preferences for particular SKU’s or brands.) Identifying & analyzing the pattern of product mix by Reliance & its competitors.

the final piece of a jigsaw. You need the systems to ensure that you have the right people.downs 8 . we should not overlook the "opportunity cost" of the investment in time that is required by planning. It is "aimed at maximising return on investment". We are doing more here. It does this by maximising sales potential and minimising losses from mark . through planning sales and inventory in order to increase profitability. The software available is merely an enabler ." It is a "systematic approach" in many ways. but where is this investment made? Most obviously we are talking about a financial outlay in stock. We achieve the goals "through planning sales and inventory". but less evidently there is also considerable financial investment in retail space. Profitability is the key driver of most businesses. people and corporate infrastructure. whilst financial investment is the most obvious type. than merely calculating a purchase quantity. These two elements are inextricably linked and finding an optimum balance is the key to retail success. though.downs and stock . We achieve the increase in profitability "by maximising sales potential and minimising losses from mark . It is aimed at maximising return on investment.outs. the right processes and the right computerised support. We put the effort into Merchandise Planning "in order to increase profitability". We need to balance carefully the requirement to support sales with the constraints and tensions imposed by store layouts and warehousing and transportation issues. Effective merchandise planning delivers margin increases directly to the bottom line. Without the people and processes you will get nowhere.CHAPTER – IV MERCHANDISE PLANNING "A systematic approach. Again.

I.s in several discrete areas such as Human Resources. In order to be able to control the business.outs". Firstly lost sales resulting from lack of stock and secondly forced margin reductions due to excessive stock.F. if achieved or exceeded. for example.s being set relating to targets for buying-in margin.s indicates that the success factors are being achieved. Within Merchandising this goal might result in several K.S. Property Management and Merchandising. stock-holding levels and mark-down percentages. means. A K. There may.I. then the plan has been successfully implemented.I.I.S. There are two major areas of profit leakage in retail. the directors will define the Critical Success Factors (C. 9 .s).I. of increasing bottom line profitability by 5%.P. Understanding this strategic framework leads us to a clearer definition of what the processes are and how they must fit in with the company's overall processes. that a critical success factor is being achieved. These K. is a measure.F. in turn.and stock . Achievement against these will be measured using Key Performance Indicators (K. If measurement of the relevant K.P. If not then urgent tactical action may be required. be a C.s will typically be a part of high level plans that provide strategic direction over a period of several years.P. How Does Merchandise Planning Fit Within The Business? Merchandise Planning systems should be the vehicles for tactical implementation of an integrated strategic vision.P. This may be translated into the setting of K. In order for these high level plans to be implemented we need to turn them into functionally based plans that can in turn be translated into concrete action.I.P.s) of the business. The implementation and monitoring of a plan to meet these success factors will hopefully result in the eventual purchase by a customer of a specific item in a store.P. This is why a plan must be seen as a living entity and not something that is done once and discarded until the variances are discovered at the end of the selling season. which.

a planogram) that can be reconciled with the original corporate targets. margin and investment for the business. In creating a holistic system it is helpful to realise that we can split the planning process into five logical sections • • • • • Review Merchandise planning Range planning Assortment planning Space planning Review The review process consists of two separate activities. Gaps are analysed and variances are explained or reconciled. right down to the allocation of space within an individual store for a defined S.. high level goals for sales. 10 .g. or space planning software like Spaceman) It is equally important to realise what they are NOT. As such we need to create systems that lead us seamlessly and in an integrated way from top level strategy to tactical action. These plans may be numeric (an Open to Buy) or graphical (the results of range creation collage software like that from Fashionyield.g. Deciding how a certain line may be ranged and testing an allocation pattern is planning. with any divergences being clearly explicable. a purchase order budget) and instructions (e.K. Creating the actual allocation is not. At each stage of the planning process the high level goals are tested and inputs from functional management enrich the detailed versions. setting a purchase order budget within an Open to Buy system IS merchandise planning. Thus. The end result of the planning process should be a detailed set of targets (e.U.Merchandise Planning needs to span the activities between setting long term . Creating a purchase order is not. Merchandise Planning is not a transactional process. Merchandise planning is a strategic process. Firstly we carry out a PreSeason Review of performance history to identify opportunities and problems.

The link between available physical space and ranging done here is a key determinant of merchandise performance. Once the assortment plan is underway we can start Distribution Planning. Once complete we would create a Category Level Margin Plan. It is used to set the critical success factors for merchandising in terms of sales. new stores. It is here that we create our Open to Buy. In this plan we break down the goals of the merchandise plan into specific lines. At the same level we create a Category Level Weekly Sales. with perhaps a five year timescale. 11 .. normally the first significant win in the implementation of a planning system. for example.Secondly we "normalise" it. Next we would create a Channel Sales Budget. This is normally high level. This would allow us to take into account the effect of new channels. These category level plans create the box within which the range plan will be created Range Planning We begin here with the Assortment Plan. margins & stocks. closures and refits. Stock & Intake Plan. of a change in cost price of an item. The lines that we plan are here given a distribution profile. and gap analysis between these plans and the strategic plan will ensure that we stay on course. In the ideal world we would now create a Line Level Weekly Sales. We are now starting to get input from the individual merchandisers. broken down by line to provide a detailed forecast of sales and stock requirements.I. The system should be capable of extending the results so that we can see the effect on overall margin mix. and which lines a given store will receive. or sometimes SKUs. Here we are creating a weekly version of the strategic plan at category level for sales. However. Normalisation is the process of looking at history and ironing out the "bumps" to make it useful as a basis for planning.S. Stock & Intake Plan This would be the category level W. margins and markdowns. Merchandise Planning The first element in the merchandise plan is the Strategic Plan. volume & time constraints means that this may be for key items only. From this we should be able to see both which stores a line is ranged to.S.

Assortment planning . but with one important change. 12 . At a more sophisticated level this provides us with the hard currency that can make efficient consumer response systems function effectively. There is another sort of assortment plan emerging now.must have a compelling selection of merchandise for the right customer as well.which involves asking questions such as: Which product? How much of it? What colors? What sizes? Where to place it? Who is the target customer? and so forth . Extinguishing delivery fires and meeting marketing and financial planning obligations use valuable time. timing and micromerchandising. has traditionally been de-emphasized due to hectic retail schedules. e-commerce or bricks-and-clicks . the right place. creating store assortments based on store volume and ranking items by sales volume alone. it is important to examine one of the most important factors that impacts the merchandising process: Assortment planning. This sort of plan moves out of the purely numeric type of planning that has been used up until now and starts to allow the range to be put together in a visual way. Assortment planning Implementing an effective assortment planning process may be the key to offering the right products to the right customers.although it directly affects product selection. forcing companies to take the easy approach to merchandising: repeating assortment breadth and depth from previous seasons. Retailers . Typically digitally stored images are manipulated into collage type storyboards. To determine the best course of action for reaching the right customers. at the right time.At a basic level this provides us with the means to monitor and react to consumer demand. still holds true in today's retail marketplace. The advent of ecommerce is going to increase the value and importance of line level forecasts shared with our suppliers. This is the Graphical Range Plan.whether traditional. the right product. The old adage. price.

In turn. These components are product attributes.Yet. more complete analytical information. assortment planning must focus on creating appropriate product breadth and depth based on the customer's desires and shopping patterns. to attract the right customer in today's increasingly competitive environment. * The financial impact is a result of matching product assortment with market potential. * The personal impact of effective assortment planning is improved employee morale and overall efficiency. clearly defined roles and responsibilities. Assortment planning breaks the Merchandise Plan down into the components that enable the planner to address customer preference and need. colors. Increased store collaboration. fewer mark-downs and improved margins. the retailer hopes to: • • • • • Manage inventory while addressing customer need and demand Develop a complete range of merchandise for presentation Enhance and maintain the company philosophy and image Support and execute the overall merchandising strategy Integrate with other planning processes. climates and trends. while aligning inventory to sales. buying and planning groups. and a detailed plan of action all work together proactively for this improvement. assortment planning must present a compelling mix of products to illustrate the company's strategic vision. such as merchandise allocation 13 . and SKUs. taking into account lifestyles. In developing a good assortment plan. This leads to increased sales. Benefits of Effective Assortment Planning The primary benefits of effective assortment planning fall into two categories: financial impact and personal impact. styles. these factors dramatically impact profit and shareholder value. the assortment plan becomes the transition to the customer by way of the store. By addressing these components. Furthermore.

Once you know what kind of customer you want. Because assortment planning addresses the most detailed element of merchandising to the customer . Not only should there be a demand for your products. Factors to Consider in Product Selection Choosing a product for your retail store to sell may very well be the most difficult decision you will need to make when starting a retail business. then you'll be able to determine their needs.numeric and visual. Before you commit to a product or product line. The properly assorted presentation ensures enough selection without overstocking and strikes the right balance between breadth (e. determine what market you want to sell to. it won't matter what products you sell if your customers aren't buying. Space Planning Space planning systems can be split into two types . number of styles) and depth (quantity of each style). provides the most effective way to balance the presentation of merchandise to the customer. Visual systems allow users to create 3 dimensional walk-through models of the stores and to preview the look of a store once ranging decisions have been made.g. to provide the right merchandise flow. consider the following factors while deciding what products to sell. then.the process is often very detailed and time consuming. The choices are limitless and the task may be overwhelming at first. 14 . the good assortment plan considers seasonality.The assortment plan. In addition. Marketability Let's face it. Numeric planning systems simply allow users to take account of space available and to calculate ratios like return on space. Before considering what product to sell. but it must be profitable and something you enjoy selling.the items for sale .

don't forget to calculate direct and indirect costs (like overhead) of selling your goods. you may find your profit isn't sufficient even though sales are good. customers will continue to come back to you to buy more as they use up the products. Additionally. New trends and products can be a great boost to your business but you'll need to be at the beginning of the product lifecycle in order to be successful. timing is extremely important. Your product selection doesn't have to appeal to all of the population but it should be something you can convince a large percentage of shoppers they need. satisfied customers are more open to recommendations for related products. By establishing a customer base with recurring products. When you look at the price of the product. Learning to pick a hot product before it becomes hot is a valuable skill that comes from knowing your market. it may not be enough to sustain a business.00 each and the widget cost you $. What's Popular? When it comes to selecting products to sell based on what's popular. it may look like you have a profit of $25 per day. On the other hand.50 each. A consumable item that needs to be replaced on a regular basis is one way a retailer can establish long term sales. The best selling products won't ever earn any real money if your margin is too small. Profit Margin Selling big ticket items is generally more profitable. Consumable Choose a product with recurring sales value. 15 . If you think you can sell 50 widgets a day for $1. the less chance of competition. Competition Competition is healthy and there are ways other than volume and price a smaller store can compete with larger retailers. but can require more credibility to sell. the more unique the product.If your products only appeal greatly to some people. But when you learn your overhead expenses average $20 per day.

ask yourself the following question. As your business grows. you may want to keep looking. so can your product line as long as you keep new products compatible with the type of business. Is this product something I would give my dearest friend? If not. Diversity Keep your product offering simple in the beginning. Another way is to partner with a small business that makes a product you would enjoy selling. Quality When deciding which products to sell in your store. your location and your market. If your product line is narrow and focused. purchase it and resell it. which will bring you the best results for your marketing dollars. If you do not believe in the product yourself. Product quality is extremely important when your reputation is on the line. 16 . Keep brainstorming and you'll find a product or product line that meets both the needs of your target market and your own ability to locate it. The key to having a successful business is to know your products and to believe in the merchandise that you are selling. Also consider private label products which will allow you to brand an item made by another person. then you probably won't be successful at selling it.Private Label One way to guarantee having a truly unique product line is to make the item yourself. then your marketing efforts can be just as tightly focused.

o Direct interaction with shopkeepers • To find out the product assortment at their stores & the effect of the entry of organized retail outlets in their respective catchments on their business.  Secondary data was collected through company records.  Primary sources include: o Direct interaction with the customers:For knowing the purchasing habits and preferences.CHAPTER – V RESEARCH METHODOLOGY The data for this study was obtained through Primary & Secondary sources. 17 .

Primary sources include observation. market surveys and interviews.500 SKU list which reliance fresh stocks along with informal interviews with the company personnel.RESEARCH DESIGN Data collection Data for this study is obtained from Primary & Secondary sources. we carried with us the 3. Much of the information was collected this way. Secondary data has been collected through company records. Sampling size 40-50 stores were surveyed in each catchment area. The data was collected basically through a field survey using observation. Research Design The research conducted was both observatory and descriptive in nature. The research design employed was descriptive research. Data source • Primary data The primary data was collected through observation and survey in competitor retailer stores in the segmented area prescribed by our leading manager. as it was most suitable. 18 .

500 SKU list and other internet resources. The secondary data was also collected with the help of News paper and Journals. 19 . • Secondary data The secondary data was collected from Reliance Industries documents especially the 3.The main aim of selecting the primary source is that it is necessary to know the current relevant data and information of retailers and consumers and also to know about the changing preferences and expectations of the consumers.

confectionery shops. was submitted to the management which helped them plan the SKU’s to be kept in the Reliance Fresh outlets in the particular catchments.CHAPTER – VI ANALYSIS AND FINDINGS Every week we were assigned a particular location in Delhi and NCR. We used to go the location and conduct a market survey for some 40-50 kirana stores. bakeries. 1 2 3 4 5 6 7 8 9 10 11 Analysis & findings hereby follow: Business Unit Apparel and Luggage Equipment Automotive Non Food Food Footwear Furnishing and Décor CDIT Home Lifestyle Pharma 20 . and the products were categorized as business units under the following heads: S. then. and some organized retail stores with the aim to find out most preferred or most sold SKUs (or brands) in those locations. The report. The total number of catchments covered was 8.No.

namkeens etc. 7. Faridabad. named '6 to 11'. adjacent to Reliance Fresh.Location I: NIT 5. Malls include: Eldeco group's Station One Mall Manhattan Eros Group's EF3 E Square New branded retail store coming up. Lower price brands more popular. 4. Kirana stores are experiencing a slight decrease in sales due to entry of the organized retail outlets. 2. 2. 3. 21 . 8.      Consumers range from lower middle to middle class to price conscious Small stores lack proper infrastructure Lack of variety in branded items and exhibit haphazard display. Customer feedback for kirana stores 1. 6. consumers. pulses. They feel that the kirana stores are fulfilling their needs and have an edge over the retail stores as they extend credit facilities. 5. loose Non-Food market relatively scarce Lot of popular brands absent. Food category dominated by local unbranded items eg: flour. rice. home delivery and the customers have a long standing relationship with the consumers. Haryana Market Overview: 1.

Faridabad. of SKUs 225 2025 2240 Reliance SKUs list 30 307 337 2500 2000 1500 1000 500 0 Non-Food Food No.No. 2. Business Unit 1 Non Food 2 Food Total No. Summary of SKUs for Business Units after a survey of 42 retail shops in vicinity of Reliance Fresh. Of SKUs Not in any Reliance SKUs List 22 . Delhi Not in any S. They like the ambience and the service provided by the personnel while shopping. Some people feel that most of the schemes are not very beneficial as they get almost the same amount of discount in the kirana and provisional stores. in addition they were happy as they were provided the facilities of drinking water and washrooms not matched by any of the small retail stores.For Reliance Fresh 1.

but not present in the original list of 3. mineral water Non-Food V-John Shaving Cream Hari Darshan Aggarbatti Madhusudan Ghee Joe Aggarbatti Axe Deo Cobra Deo Nippo AA size battery Shakti AA size Battery Wills classic ultra mild cigarettes Wills classic Mild cigarettes Drainex Pipe Unblocker Super Max Shaving Blade Competitor Analysis The following stores have the largest stocking of different SKUs in foods category which present a serious competition to Reliance Retail in Faridabad Area. Store Jindal Store Bhagat Gen. 1 2 3 4 5 Store Name Mangla Provision Store Bajrang Kirana Kataria Gen.No. Food Shri Sai Bhog Atta Ajanta Baking Powder Jindal Blended oil Coca Cola 300ml Pepsi 300ml Thumsup Ducks Waffy biscuits strawberry Ducks Waffy choco biscuits Ducks waffy vanilla Doaba Ghee 5kg Paras 1 ltr.500 SKU’s prepared by Reliance Retail Ltd. S. Store No.List of SKU’s preferred in Faridabad. Of SKUs 470 347 334 330 309 23 .

Bhagatt Genral Store Mangala Provision Store Jindal Store ` Bajrang Kirana Kataria General Store Mangala Provision Store Bajrang Kirana Kataria General Store Jindal Store Bhagatt Genral Store 24 .

Consumers range from lower middle to middle class to price conscious consumers. 6. 3. They however lack proper infrastructure. which customers are drawn towards the organized retail outlets. 4. They feel that the kirana stores should stock the essential items. For Reliance Fresh 1. 2. Stores provide all essential commodities. Other retailing giants include Big Apple & Subhisksha Customer feedback for kirana stores 1. 7. Lower price brands more popular. More schemes should be introduced. with an emphasis on food items. and exhibit haphazard display. 2. 8. The ambience gives them a wholesome shopping experience. Popularity of local brands in the category of namkeens and biscuits. 3. Presence of essential commodities with emphasis on food items.Location II: Uttam Nagar. 5. due to Long standing relationships with customers relevant and valued. 25 . Market was dominated by wholesale shops. It was surprising to find that the dairies and bakeries stocked an assortment of kirana items. Presence of essential commodities is appreciated. 2. New Delhi Market Overview 1. Small stores cover most of the popular branded food items but lack in variety. 9.

but not present in the original list of 3.No. Uttam Nagar. Business Unit 1 Non Food 2 Food Total No. Of SKUs Not in any Reliance SKUs List List of SKU’s preferred in Uttam Nagar.500 SKU’s prepared by Reliance Retail Ltd.Summary of SKUs for Business Units after a survey of 42 retail shops in vicinity of Reliance Fresh. Delhi Not in any S. Food Hathi Brand Atta Gokul flour mills Sai brand Gowardhan flour mills Parle Poppins Satmola Coffee Bite Vicks Fun Flips Nat-Khat Crax Coca Cola 300 ml bottle Harvest Gold bread Perfect bread Uttam Sugar 1 kg Modi Sugar 1 kg Non-Food Cycle agarbatti 20 stick Haridarshan 20 sticks aggarbati Nippo Alkaline AA Battery Sony AA size pack of 4 Wills classic regular cigarettes Wills classic mild Wills classic ultra Milds Ship matches Home matches Vi-John Navy Cut regular Red and White Vicco toothpaste 100gm Ghadi detergent 26 . of SKUs Reliance SKUs list 319 46 1942 335 2261 381 2000 1500 1000 500 0 Non-Food Food No.

Seelampur Market Overview 27 . of SKU's 1543 1347 1297 1285 1230 969 Big Apple Subhiksha Aggarw al Traders ` Sarasw ati Khandelw al Store Arora Gen Store Subhiksha Saraswati Arora Gen Store Khandelwal Store Aggarwal Traders Big Apple Location III Welcome. Store Khandelwal Store Aggarwal Traders No. S.Raj Hans brand atta Rose Brand Chlormint Hajmola Candy Competitor Analysis: Pepsi 300 ml bottle Thums Up 300 ml bottle Anmol Yummy 75 gm Jindal oil 1 litre Following stores have the largest stocking of different SKU's in foods category which present a serious competition to Reliance retail in Uttam Nagar catchment area.no 1 2 3 4 5 6 Store name Big Apple Subhiksha Saraswati Arora Gen.

 For Reliance Fresh 1. and exhibit haphazard display. Customer feedback for kirana stores Kirana stores should stock more non-food FMCG products. 2. Lower price brands more popular. Customer loyalty programmes are very popular. which suffices the FNV demands of customers.1. resulting in less people coming to retail stores for food items 4. Delhi Not in any Reliance S. Popularity of local brands in the category of food FMCG. Organized retail outlets scarce. Consumers range from lower middle to price conscious consumers. There is a sabzi mandi closeby.No. 5. 3. Business Unit 1 Non Food No. Summary of SKUs for Business Units after a survey of 48 retail shops in vicinity of Reliance Fresh. 3. of SKUs 326 SKUs list 51 28 . 7. 2. Lack of variety in non-food FMCG products 6. The ambience gives them a total shopping experience. Stores predominantly provide food FMCG items. Market dominated by kirana stores. They however lack proper infrastructure. More variety in food & non-food items is appreciated. Welcome. 8.

29 . which pose a serious competition to Reliance Fresh in Subash Nagar catchment Area. Food Mango sip 200 ml juice Ashoka loose atta Postman 1 litre edible Oil Chloromint Candy Nat-Khat Snacks Crax Snacks Amul Chocolates Jindal Oil 1Ltr Non-Food Cycle agarbatti 20 stick Haridarshan 20 sticks aggarbati Nippo Alkaline AA Battery Sony AA size pack of 4 Wills classic regular Wills classic mild Wills classic ultra Milds Ship matches Home matches Vi-John Navy Cut regular Red and White Vicco toothpaste 100gm Ghadi detergent Satmola Candy Baba Mustard Oil Nilons mango pickle Baba Mustard Oil 300 gm Fun Flips Snacks Baba mustard oil 500ml Competitor Analysis 500ml Shahji mixture Following Stores have the largest stocking of different SKU's in Foods category.500 SKU’s prepared by Reliance Retail Ltd. Of SKUs Not in any Reliance SKUs List List Of SKU’s preferred in Seelampur but not present in the original list of 3.2 Food Total 2006 2332 435 486 2500 2000 1500 1000 500 0 Non-Food Food No.

3. Covering most of the popular branded food items but lack of variety in 30 . 4. Consumers ranging from lower middle to middle class. Dairies and bakeries in plenty. 6. of SKU's 341 256 241 233 230 Satya Prakash & Sons Man Moti Store Mahesh Store ` Prem General Store Singh General Store Man Moti Store Prem General Store Singh General Store Mahesh Store Satya Prakash & Sons Location IV Subhash Nagar. them. Consumers more utility conscious than just price conscious.No 1 2 3 4 5 Store Name Man Moti Store Prem General store Singh General Store Mahesh Store Satya Prakash & Sons No. Presence of essential commodities with emphasis on food items. New Delhi Market Overview 1.S. 5. 2. Large number of small & medium retail shops.

New Delhi Not in any Reliance S. Variety in popular branded food items appreciated. Kirana stores should stock more variety in non-food FMCG products. Subhash Nagar. of SKU’s 83 225 391 699 SKU’s list 63 22 26 111 400 350 300 250 200 150 100 50 0 Apparel & Luggage Non-Food Food No. 2. Summary of SKUs for business Units after survey of 38 Retail Shops in the vicinity of Reliance Fresh Store.Customer feedback for kirana stores 1. 2.500 SKU’s prepared by Reliance Retail Ltd. Long standing relationships with customers relevant and valued. Customer feedback for Reliance Fresh 1. Of SKUs Not in any Reliance SKUs List List of major SKU’s preferred in Subash Nagar but not present in the original lists of 3. Business Unit 1 Apparel and Luggage 2 Non Food 3 Food TOTAL No. Brick Atta FOOD Article Description Shakti Bhog loose Fibre rich loose NON-FOOD Brick Air fresheners/deodorisers (non powered) Agarbatti Article Description Garden fresh 200ml spray Shubhmangalam (20 sticks 31 . The ambience gives them a wholesome shopping experience.No.

Coffee bite Local/ unbranded Anmol ghee 500 ml Anmol 50gm Loose unbranded Regular white shell eggs Local/Unbranded Paas-Paas Baby feeding bottles Battery Cigarettes Shaving accessories Household disinfectants Laundry detergents Oral care aids (0n powered) Matches Pipe unblockers Shaving blades box) Haridarshan(10 sticks box) Johnson & johnson 250ml Nippo(aa size) Wills (10 pcs) large Gold flake (10 pcs) large Classic (10 pcs) Godrej shaving brush Rocky phenol (local) 500ml Trishul 500ml Genda phenol 500ml 555 bar Classic soft (med.0.50 box) Kiwi Drainex 50gm pp Vijay (10 pcs) Competitor Analysis Following Stores have the largest stocking of different SKU's in Foods category.5 box Haathi (Rs. of SKU's 363 366 363 361 239 32 .size) Home lite rs. S.No 1 2 3 4 5 Store Name Subhiksha Goel store Vishal store Manocha store Om Prakash & Sons No. which pose a serious competition to Reliance Fresh in Subash Nagar catchment Area.50 box) Smart Lite(Local)(Re.0.Basmati rice Besan Blended oil Bubble gums Candies Ghee Core biscuits Dates Egg Maida Mouth fresheners Lal quila loose Aashirwad 10 kg Anmol 5 kg Amanat basmati 10kg Hatthi besan 1 kg Sweekar 5l Sweekar 1l Big bubble Cloro mint 50 ps.

Dairies & chemists in plenty. Popularity of local brands in the category of food FMCG. Organized retail outlets absent. 6. Delhi Market Overview 1. Stores predominantly provide food FMCG items. Customer feedback for kirana stores 33 . Consumers range from lower middle to price conscious consumers.Om Prakash & Sons Subhiksha Manocha Store ` Goel Store Vishal Store Subhiksha Goel Store Vishal Store Manocha Store Om Prakash & Sons Location V: Gandhi Nagar. Market dominated by kirana stores. 4. They however lack proper infrastructure. 9. 7. Slump market conditions. 3. Lack of variety in non-food FMCG products 5. 8. 2. and exhibit haphazard display. Lower price brands more popular.

Of SKUs Not in any Reliance SKUs List List of major SKU’s preferred in Gandhi Nagar but not present in the original lists of 3. 3. 2. Some people feel that most of the schemes are not very beneficial as they get almost the same amount of discount in the kirana and provisional stores. The ambience gives them a total shopping experience. More variety in food & non-food items is appreciated. Summary of SKUs for business Units after survey of 32 Retail Shops in the vicinity of Reliance Fresh Store. Kirana stores should stock a variety of essential items. of SKUs S. 1 2 3 4 Business Unit Equipment FMCG-Non Food Food Pharma Total present in the list 6 391 825 51 1273 Not in any Reliance SKUs list 4 13 142 0 159 1000 800 600 400 200 0 Equipm ent Non-Food Food Pharm a No.500 SKU’s prepared by Reliance Retail Ltd. absence of which draws customers towards the organized retail outlets.1. Delhi No.No. Customer feedback for Reliance Fresh 1. Gandhi Nagar. FOOD 34 .

20 litre Ricela 1litre Veer jee rusk 100 gm skimed milk powder poly pouch Godrej-sofit 35 Core biscuits 100 % juice Atta Besan Blended oil Block chocolates Candies and bubble gum Cheese spread Chocolates Chutneys Cooked ghee Dahi Core Biscuits Dry bakery cookies Energy drinks Honey Jellies Dessert ready mixes Maida Mineral water Mozzarella cheese Murmurre Mustard oil Flavoured milk Fresh cream cake Ghee Herbs spices Other dry fruits Moong dal Ready to serve (RTS) Rusks & baked biscuits SMP Soya milk Other flours Other sauces .2 litre.Brick Noodles Article Description Mayos Himalya Snacks Local Frugo apple Frugo mix apple Tuk 3 Apna bhog (unbranded) Green Soy atta Ahaar 500gm Aahar 1kg Jindal oil 1litre Amul chocolate Nutune gulkand box Pan pasand box Milk Man Amul Milk Chocolate Renia Maini Gopal Jee Ghee 1 kg Unbranded Dahi Jodhpuri moong dal halwa Awadhi badam halwa Bombay halwa mix local Basundi mix Gits rabri mix Gits phirni mix Gits kaleva Gopal elaichi Gopal soft kesar elaichi Gopal pista badam Gopal butterscotch Perfect Vasudev 500ml Origano Grade group kaju Grade group pista Grade group acrot Smith & Jones Corn flours Chings green chilli Brick Article Description Anmol Golmol Funfill orange Funfill cream Funfill strawberry Coconutty Smackles Anmol-g Choco bite Don Cheese cracker Spigadora crackers Wheat man cookies Wheatman milk suji toast Notty Eaton Energiser Power horse Mehsons honey Weikfeild orange Weikfeild strawberry Post man 500gm Post man 1kg Unbranded maida Volga Chaudhary cheese Local brand Moti mustard oil Hardil mustard oil Golden sabut 500gm Golden moong sabut1 kg Organic dals unbranded Kanodia brand mustard oil 1 litre.

Large Gold Flake 10 pcs. Large Wills Classic 10pcs. Large Hawda bidis 10pcs. Large Four square 10pcs. Large Vicco 100gm Cigarettes Dental cleansing 36 . Large India Kings 10pcs.Pacranga Carrot Pickles Pickle Achar Pachranga Doon Mini Dubar 5 kg Doon Mini Dubar 10 kg Unbranded Rice Raw Rice Type1 Unbranded Hyderabadi Pulao Unbranded Standard Rice Veetee rice Sugar Tea packed leaf Shagun 5 kg.others Dabur garlic ginger Home made masala Smith jones fish curry Whole Wheat Bread paste Harvest Gold Soy day Ahaar soya granules Soya nuggets Nutrela Savour nutri Dabur garlic Dabur ginger Blood pressure monitor First aid–accessories First aid-ice/heated pack Thermometers EQUIPMENTS Sphygmomameter Chi Swing IBP J&J forehead hot & cold pad Digital thermometer Mt 301-IBP NON-FOOD Brick Baby diapers (disposable) Article Description Teddy SML 5 pcs Wills Navy Cut Light 10pcs. Large Flake 10pcs. CTC Leaf Tea Spices .

Hair colour Laundry detergents Matches Shaving preparations Neha mehendi 100gm Ghadi detergent powder 200gm Home lite Vi-john Competitor Analysis Following Stores have the largest stocking of different SKU's in Foods category.No 1 2 3 4 5 Store Name Venus Store Mahaveer General Store Uttam General Store Ramesh Store Bhola Shanker Namkeen Bhandar No. of SKU's 336 336 335 326 321 Bhola Shanker Namkeen Bhandar Venus Store ` Ram esh Store Mahaveer General Store Uttam General Store Venus Store Ramesh Store Mahaveer General Store Bhola Shanker Namkeen Bhandar Uttam General Store 37 . which pose a serious competition to Reliance Fresh in the Gandhi Nagar catchment Area S.

2. 5. 3. 4. Wholesalers sell to retailers 8. which suffices the demands of customers living around. Wholesale transactions predominant.Location VI: Khandsa Road (Near Anaaj Mandi). Gurgaon Market overview: 1. Presence of large number of retail giants in the vicinity. 6. 7. There is a food grain market close by. 38 . Kirana stores scarce. resulting in lesser people coming to retail stores for food items. Local/unbranded products are more popular. Majority of population belongs to middle and upper middle group. Highly commercial market.

422/18. of SKUs 429 828 50 59 31 1397 SKUs not found in any list 70 36 43 15 3 167 S. The ambience gives them a total shopping experience. Khandsa Road (Near Anaaj Mandi). 4 5 9 10 11 Business Unit Non Food Food Home Lifestyle Pharma Total 1000 800 600 400 200 0 Non-Food Food Hom e Lifestyle Pharm a No. More variety in food & non-food items is appreciated. 2.500 SKU’s prepared by Reliance Retail Ltd. Of SKUs Not in any Reliance SKUs List List of major SKU’s preferred in Khandsa Road but not present in the original list of 3.No.Customer feedback for Reliance Fresh 1. No. Summary of SKUs for business Units after survey of 38 Retail Shops in the vicinity of Reliance Fresh Store. Gurgaon. FOOD Article Description Real Twist Haldiram Fresh gold Mishrambu Gagan Loose Anmol Vita Loose Kissan bisleri mountain water Brick 100 % juice Cow Milk Dahi Ghee Jaggery Jellies Mineral water 39 .

J & J Ear buds Cotton wool products 75pcs. Dental cleansing Vicco Powder Biotique Facial tissue/handkerchiefs Beeta Jolly (disposable) All day wipes General/Personal Daffodils hygiene/Other S R foils Colormate Moon star Black rose Sunny 100 ml. Joy 75 gm. Simco Lomani Hair colour Hair shampoo Hair styling (non powered) 40 .Mouth fresheners Passpass Harvest Burger Bread Buns 225 gm Harvest Bread Healthy Whole Wheat Bread 400 gm Harvest Bread Soften French Bread 250 gm Whole NON-FOOD Article Brick After Shave Care Description Vi-john Haridarshan agarbatti Haridarshan dhoop Air fresheners/Deodorisers Lotus Mysore sandal (non powered) Premium Taj Goodlook Cycle Antiperspirants/deodorants Axe 100ml Playboy 125 ml MTV 125 ml Baby feeding bottles Bonny Nippo Battery Bpl Energizer Bleach Ala bleach Laundry detergents Ghadi 1kg pwd Classic tooth Oral care/aids (non brush Aquafresh tooth powered) Pipe unblockers Shaving blades brush Drainex 555 blades Vijaya blade Cigarettes Brick Article Description Wills Gold flake Scissors Benson & hedges 555 pataka Four square Kartoos Fair & lovely 75 Cleansing/Washing/Personal gm.

Vidut blade Shaving Razors Disposable (non powered) Vidyut Vi-john shaving cream Emami shaving Shaving preparations cream Nivea shaving cream Cobra shaving cream Sun protection products Garnier Chand toilet cleaner Sun toilet cleaner Taj toilet cleaner S R Toilet Roll Beeta HOME Brick Fridge bottle Jug Facial tissue (wet & dry) Brick Article Description Fridge bottle . notepad Unbranded Faber-castle Apsara Fa Variants -175ml Vaseline Lipguard Apsara Nataraj Skin drying powder Household cleaning/care aids Hair care products other Rahat rooh Cantheridin Local Fabler bright Household disinfectants Local Boroft talcum powder Vaseline talcum powder Liril talcum powder Z talcum powder Nivea Home Classic lite Toilet cleaning products Toilet paper Matches Ball pens Combi kit Elastic bands Erasers Fragrances Lip balm Lip gloss Sharpners 41 .Pearlpet Milton Beeta tissue box 100 sheet LIFESTYLE Article Description Cello Montex Reynolds Pentek Pierre Cardin Parker 6 water col CK/5 Wax crayon-pencil.

which pose a serious competition to Reliance Fresh in Khandsa Road catchment Area. of SKU's 646 633 562 560 513 Needs Store Today Store Hemant Store ` Tapodhani Store Jagdam ba Store Today Store Tapodhani Store Jagdamba Store Hemant Store Needs Store 42 .D 100 Gm Competitor Analysis Following stores have the largest stocking of different SKU's in foods category. S.No 1 2 3 4 5 Store Name Today Store Tapodhani Store Jagdamba Store Hemant Store Needs Store No.PHARMA Brick Antacids/Indigestion/Flatulence Remedies Antiseptics Dietary Aids/Other Article Description Crorepati goli Boroline Glucon .

4. and twolevel Benetton and so on. GK-1. 5. Greater Kailash hosts one of the busiest markets in New Delhi (The M-Block market).48 Market Overview 1. Wide range of inexpensive items from the roadside stalls. 43 . which sells an assortment of products and commodities as well as very good eateries. There are life-style shops and restaurants like Mcdonalds.Location VII: Zamroodpur. Pizza Hut. Kirana stores less in number 6. New Delhi . Plethora of markets with designer wear stores and modern retail outlets. 3. 2. Limited number of SKUs stocked at kirana stores.

1 2 3 Business Unit Equipment Non Food Food TOTAL No. Haldiram classic chips 15g pp (rs.2 pouch Loose maida Murmurre 50gm (local) Baba oil 1litre pet Baba oil 500ml pet 44 .No.50 per pcs.50 per pcs Chloromint Vijeta orange Re. Of SKUs Not in any Reliance SKUs List List of major SKU’s preferred in Zamroodpur but not present in the original lists of 3.Summary of SKUs for business Units after survey of 32 Retail Shops in the vicinity of Reliance Fresh Store. GK-1. of SKUs 8 353 487 848 Reliance SKUs list 4 53 127 174 500 400 300 200 100 0 Equipm ent Non-Food Food No. New Delhi .3) Lays masala chips Brick Egg Fruit based (mango) Health supplements others Jams Maida Namkeens Mustard oil Article Description Loose: regular white shell eggs Slice 300 ml btl Glucon-D orange 200 gm Kissan mixed fruit jam Rs.500 SKU’s prepared by Reliance Retail Ltd. Zamroodpur. FOOD Article Brick Atta Blended oil Block chocolates Candies Candies Candies Chips Description Ashoka Loose Jindal Oil 1 litre Amul chocolate 50 gm.48 (Near Lady Sriram College) Not in any S. 0. Hajmola candy re. 0.

Clear 15g pp (Rs. ready to eat 10gm pack Colas Pepsi 300 ml bottle Thums Up 300 ml bottle Krown gold cookies 100 gm pp Krown gold premium biscuits 250 gm pp Anmol yummy Kala chana 1kg Other dals Kala chana 500gm Cookies Malka red 500gm Royal blue 500 ml Packaged water pet Royal blue 1 lt pet Core Biscuits 75gm Anmol-G 75gm pp Britania Tiger cream biscuits 165gm pp P gold–Marie Lite Poha Loose poha Rava / sooji Loose unbranded Loose rice type 1-4 Loose sona masoori Loose parmal regular Loose standard rice Royal blue soda 500 Nutrela Dabur garlic ginger paste Bikaneer mix namkeen 400 gm Bikaneer pouch Crax-Mast mattar 45 Urad dal 100 % juice Biscuit 16 gm pp Loose urad dal Mango sip 200ml Safal 200ml Good health 5 litre Raw rice Raw rice Soda / mixers Soya nuggets Spices .50 per pcs Vicks .0.others Namkeens Blended oil Candies Nafed 5 litre Coffee bite Loose candies Nancy Solano re.5) 7 Up 300 ml bottle Sprite 300 ml bottle Mountain Dew 300 Limca 300 ml bottle Coca-cola 300 ml bottle Namkeens Baba oil 15litre tin Baba oil 5litre Hardil mustard oil Duggar mikture Shahji mixture Magic: Fry Noodles noodles.

Re.1 sachet Local turmeric Competitor Analysis Salt Tea packed leaf Ketchups biscuits Wah taj 350 gm Britania rusk 350 gm pack Shaktimaan toast Surya 1kg Nova tea 100 gm pack Hilltop 500ml Packaged water Packaged 15gm pack Pooja all in one 150g pack Pooja aloo bhujia 400g pack Pooja chana chor 150 gm Pooja falhari chiwda 150g pp Pooja kashmiri mix 200g pack Pooja panchratan Other dry fruits mix 150g pack Batashe loose Amrit Taaza bread Golden bite bun Farmer's city fresh max 400 gm bread Lord's bite bread 200gm Oxyizer 1ltr Health supplements Instant coffee Mineral water 46 .10 gm pack Haldiram Taka-Tak Chut kut Fun flips Golmaal Chips Krackkur Krishna Lip chip Yellow's diamond Glucon-D Bru instant coffee 13gm sachet Kingfisher 1litre Rajdarbar Mouth fresheners Rajnigandha Balaji Mustard oil Ashirwad 1lt Rusks & baked Golden OK meat Masala 100gm MDH Garam Spices – masala Masala 100gm OK Garam Masala 100 gm pack Satmola Jaljira pow.

but none of them pose much competition to Reliance Fresh in the Zamroodpur catchment area as almost all of them are small retail shops having limited number of SKU’s.Following Stores have the largest stocking of different SKU's in Foods category. S.No 1 2 3 4 5 Store Name Brij Lal Senjay Kumar Shiv Store Dinesh Store Sukda Store Vijay Store No. New Delhi – 33 Market Overview: 47 . Adarsh Nagar. of SKU's 299 276 263 256 249 Vijay Store Brij Lal Senjay Kum ar ` Sukda Store Shiv Store Dinesh Store Brij Lal Senjay Kumar Shiv Store Dinesh Store Sukda Store Vijay Store Location VIII: Majlis Park.

Almost whole population in the area feel that big organised retailers like Reliance.500 SKU’s prepared by Reliance Retail Ltd. 48 . Big Apple etc. Majority of the stores had large number of SKUs 5. of SKUs 15 353 734 1102 Reliance SKUs list 4 32 119 155 800 600 400 200 0 Non-Food Food Equipm ent No. Majlis Park. Nearby there is Azadpur Mandi which results in less people coming to Retail Stores for Food items.1. 2 4 5 Business Unit Equipment Non Food Food Total No. New Delhi-33 (Near NDPL office) Not in any S. Summary of SKUs for business Units after survey of 35 Retail Shops in the vicinity of Reliance Fresh Store. Big Bazar and Big Apple are in negotiations with many people regarding site for opening their outlets 4. HLL has an efficient distribution network in the area because of regular and frequent visits of their sales men and Supervalue Stores 3. Mix Population ranging from lower income group to higher middle income group 2. Adarsh Nagar. are operating in loss.No. Presence of Retailors like Subhiksha and 6 Ten in the vicinity. Subiksha. Of SKUs Not in any Reliance SKUs List List of major SKU’s preferred in Adarsh Nagar but not present in the original lists of 3. as they aim at eliminating small unorganised retailers 6.

0.50 each Mango mood re.others Dabur garlic ginger paste 150gm Homemade masala 200gm tp Brooke bond Safal orange juice 250ml Other flours Pickles Salted biscuits Soya nuggets Brick Ghee Health supplements others Jaggery Maida Mustard oil Article description Madhusudan 5 litre jar Glucon-D orange 200 gm Jaggery (Gur) loose Loose Maida Tez mustard oil 500ml kanodia brand mustard oil 1ltr. Blended oil Block chocolates Candies Namkeens Instant powders Cream biscuits Instant powders 49 .50 each Chana dal regular Channa dal Cheese spread Chocolates Core biscuits Cream biscuits 500gm Chana dal 2 kg Milk man Amul milk chocolate Golmol 100gm Funfill orange cream 100gm Gopaljee milkshake pwdr kulfi flavour 200gm Goaljee milkshake pwdr strawberry flavour 200gm Gopaljee badam shake powder 200gm Anmol yummy 75gm pp Gopaljee thandai powder 200gm Tea bags 100 % juice Spices .Food Brick 100 % juice Atta Article description Tuk 3 (1litre) orange Ashoka loose Apna bhog loose Safal loose atta Jindal oil 1 lit Amul chocolate Hajmola candy re.0.2ltr Bombay Chana 200 gm pack (Local) Shahji Mixture 250 gm (Local) Sanskriti Mixture (Local) Gopaljee Dalia 500gm pack Mothers Madras Onion Pickle 400gm Time Pass 150 gm Nutrela 200 gm Loose Dabur garlic paste 50gm Dabur ginger paste 50 gm.50 each Pan pasand re.0.

50 each Bonkers chews re. Dabur homemade tomato puree 200g Bubble gums 100pcs box Boomer jelly watermelon 100pcs Parle kaccha mango bite re. Delhi Mill Stag Local: thakurjimango 500g H2G0 1 litre bottle Paras 1 litre bottle Spices .0.powder Salt Cookies Shyam jeera pwd 100 gm cbd Divya salt 1kg pp Parle may fair mini butter cookies 20g pp Parle may fair butter cookies 70g pp Dip trix biscuit (free Core biscuits spiderman mask) 18g pp Boomer jelly mango Flavoured milk 200ml Gopaljee pista badam 200ml Gopaljee butterscotch 200ml Nutune gulkand box 50 gm.50 each Bonkers chews stick Candies Ketchups Candies Rs.Core biscuits Cow ghee Dahi Egg Anmol-g 75gm pp Paras cow ghee 1ltr Loose dahi Regular white shell fresh eggs loose Gopaljee elaichi flavour 200ml Gopaljee kesar Spices .0. Pop lollypop (55gx55pcs) box Anmol Lemon Maza Chips Funflips 35g pp Chips Haldiram's Whoopies 11g pack Pansari Mustard oil Mustard oil Ghee Maida Pickles Mineral water 1 litre Pet Pansari mustard oil 1/2 litre Pet Madhusudan 15L tin Maida.5 each Cadbury's mr. Harnarayan Amla Murabba 1kg Harnarayan gajar Murabba 1kg Chaman Achaar Masala 1/2 kg tp Pickles 50 .masala Chocolates Muffins Namkeen Cream biscuits Cream Biscuits 250g pp Cadbury's Celebrations Lotto Choco Pie Local/Unbranded Kakaji Moong 35 gm.

of SKU's 725 615 501 437 368 345 Subhiksha Randhir Store ` Gurunanak Store Ahuja Store Barnala Store Mahadev Store Randhir Store Barnala Store Mahadev Store Ahuja Store Gurunanak Store Subhiksha 51 .No 1 2 3 4 5 6 Store Name Subhiksha Randhir Store Barnala Store Mahadev Store Ahuja Store Gurunanak Store No. S.Top Ramen 100 gm Spicy Veg Cup Noodles noodles Top Ramen 100 gm Mast Masala Cup Noodles Canned food Chaman achaar masala 1 kg jar Ching's Secret Sweet Corn kernels 500gm tin Competitor Analysis Following Stores have the largest stocking of different SKU's in Foods category. which pose a serious competition to Reliance Fresh in Adarsh Nagar catchment Area.

Suggestions 52 .

CHAPTER – VII SUGGESTIONS FOR RELIANCE FRESH A. J. timely supply of goods and an effective system to redress complaints. G. The Company should try to explore new formats in retail operations where there is no competition to be the pioneer. The company should make all out efforts to retain the competitive edge in pricing over its competitors. Reliance fresh should change their product assortment according to the catchment areas. The company should strive to stock local brands that are popular in a given area to boost their sales. H. the company should come up with newer and more effective customer loyalty schemes. I. D. E. C. 53 . B. F. In order to differentiate itself from other big retailers. K. Reliance can give the option of shopping on credit to its customers. More aggressive advertising campaigns should be undertaken so as to make Reliance Fresh more popular and recognizable among common masses. Better storage facility. More attractive promotional offers should be devised to attain customer loyalty and retaining them for a longer time. Reliance fresh can benefit from starting a home delivery service in areas close to the shop. Company and sales force should concentrate more on strengthening their retail and distribution relationship and communication.

LIMITATIONS 54 .

2) To wait patiently.CHAPTER – VIII LIMITATIONS 1) The storekeepers were reluctant to give data regarding their shops and hence we had to continuously probe for information. 3) Some of the respondents were sometimes too casual while giving interviews 4) Respondents sometimes had opposite views while having a discussion with us on the retail sector coming up in India. 55 . as we were on the learning front.

BIBLIOGRAPHY 56 .

P. 2007 57 .com accessed on 1st July.ril.about.CHAPTER – IX REFERENCES AND BIBLIOGRAPHY BIBLIOGRAPHY • • Marketing Management by Philip Kotler Statistical Measures by S.com accessed on 8th July.retailindia.com accessed on Friday 15th June. 2007 www.Gupta REFERENCES • • • www. 2007 www.

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