A

Presentation on
Reliance
fresh
BY
Jaishri BA 0807
Kiran BA 0808
Mayank BA0810
Divya BA0813
Hema BA0814
&
PRAKASH DHANDOLE
RELIANCE FRESH

 Reliance Fresh is the convenience store

format
 Part of Reliance Industries of India which is
headed by Mukesh Ambani
 RIL’s dream of retail revaluation got kicked-
started in AP when its Reliance Fresh
supermarket opened its doors to World
Cont…

 Following the first , company opened 10 more

stores as a first step towards creating a mega
retail chain across the country
 The Reliance Fresh supermarket chain was
Ril’s Rs. 25000 crores venture
 It sells fruits , vegetables, stapels ,groceries,
and dairy products
Cont…

 Retail chain closely follows the moves of

global players like Wal-Mart store Inc and
Metro AG seeking to open shop here in
country
 It has almost more than 500 fresh across the
country
Corporates - Indian Retail
 Spencers
 Oldest Retailer in India
 135 Stores in 27 Cities
 Plans to open 365 Stores in 365 days

 Big Bazaar
 53 Stores and fast expanding

 Subhiksha
 700 stores operational
 Plans to touch 1000 in this financial year

 Aditya Birla Group

 Acquired 160 stores of Trinetra, a well established retail chain of Southern India
 Took over Fabmall about 50 stores
 Plans to set up 15 Hyper Markets in Pune alone
 Additional 1000 Super/Hyper markets across the country in next 3 years

 Bharti
 Joint Venture with Walmart
 Plans to begin operations next year

 Metro AG
 German Retail Giant
PRODUCT
STRATEGY

Product range
 Vegetables and fruits.
 House hold Items.
 Food and Beverages.
 Groceries.
 Dairy Products.
 Refrigerated products.
 Non food items.
 Ready to eat items.
PRODUCT
STRATEGY

 Product Labeling.
 Product Packaging.
 Arrangement.
 New products.
 Product Quality.
 Launched new
products of its own.
 Home Delivery.
PRICING STRATEGY

 Discount pricing
strategy.
 Wide price range of
each items.
 Credit card
acceptance.
 Accept coupons.
 Competitive prices.
PRICING STRATEGY

 Price marked in paisas.

 comparable cost.
Distribution Srategy
 Inefficient food chain supply
 Intermediatory profit margin
 Wastages in transit
 Sourcing out requirement
 Eg. Banjara hill outlet (A.P)
Cont..

 Up to mark inventory
 Target urban citiess
Promotional Strategy

 Advertising
 Sales Promotion
 Festive season special offers
 Live announcement & spot discounts
 Reliance Fresh membership cards
 Promotes new product.
 Orgnising events
 Providing gifts-Free goods.
All these are common strategies.
What Reliance Fresh is doing?

 To increase sales volume- Concentrate on Visual

Merchandising- New concept of promotional strategy.

 One to One Marketing-

 Direct & Long term relationship with farmers

&manufacturers.

 Providing concessional long term loan to Farmers.

 FUTURE PLANS
 Plans to add more store across different geographic
by 2011.
 Reliance is aiming to touch almost every Indian
consumer.
 Reliance plans to label sale to kirana store.

Beauty & wellness Reliance wellness

Consumer durable Reliance digital
Dairy product Dairy pure
Apparel Reliance trends
Staples & food item Reliance select
FUTURE PLANS

 Bring new format of food and café.

-- Reliance food

 Reliance ready to launch pharmacy retail store

 Invest 20k cr expected sales of 2 lkh cr

 reliance center will house everything that town

needs
 Great opportunity
v/s
The Big problem

Roadside vegetable vendors demonstrated in front of a

Reliance Fresh Store in Ranchi, Jharkhand on 8 May 07
THANK YOU