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A SURVEY ON RELIANCE FRESH OUTLET

(INTERMEDIARIES HAVE A GREATER RESPONSIBILITY IN MARKETING PRODUCTS AND SERVICES)

MBA I (2010-2012)

PRESENTED BY: SUVANJAN GHOSH (10202237) VARUN OBEROI (10202234) ANKUR MISHRA (10202233) RANDHIR RANJAN (10202232) DEBAJYOTI RAHA (10202236)

GUIDED BY: Dr.BISWAJIT DAS

ACKNOWLEDGEMENT
Survey is an excellent tool for learning and exploration. No classroom routine can
substitute which is possible while working in real situations. Application of theoretical knowledge to practical situations is the bonanzas of this survey.

Without a proper combination of inspection and perspiration, it¶s not easy to achieve anything. There is always a sense of gratitude, which we express to others for the help and the needy services they render during the different phases of our lives. I too would like to do it as I really wish to express my gratitude toward all those who have been helpful to me directly or indirectly during the development of this project. We would like to thank our professor Dr.BISWAJIT DAS who was always there to help and guide us when we needed help. His perceptive criticism kept us working to make this project more full proof. We are thankful to him for his encouraging and valuable support. Working under him was an extremely knowledgeable and enriching experience for us. We are very thankful to him for all the value addition and enhancement done to us. Above all we shall thank our friends of section D who constantly encouraged and us so that we would enable to do this work successfully.

Signatures:

DECLARATION

It is hereby declare that the project report entitled survey on ³RELIANCE FRESH´
submitted for the degree of Master of Business Administration, is our original work and the project report has not formed the basis for the award of any diploma, degree, associate ship, fellowship or similar other titles. It has not been submitted to any other university or institution for the award of any degree or diploma.

Place: Bhubaneswar Date: Suvanjan Gosh (10202237) Varun Oberoi (10202234) Ankur Misra (10202233) Randhir Ranjan (10202232) Debajyoti Raha (10202236)

INDEXES
PARTICULARS
AN OVERVIEW OF RETAIL INDUSTRIES IN INDIA RETAIL INDUSTRIES IN INDIA GIANT CORPORATIONS AN OVERVIEW OF RELIENCE RETAIL LIMITED RELIENCE RETAIL LIMITED BOARD OF DIRECTORS AN OVERVIEW OF RELIENCE FRESH IN BHUBANESWAR RELIENCE FRESH SWOT ANALYSIS RELIENCE FRESH IN BHUBANESWAR PRODUCT AVAILABILITY STORE DESIGN OBJECTIVES RESEARCH & METHODOLOGY OBJECTIVES & MARKET RESEARCH TYPES OF RESEARCH TYPES OF DATA COLLECTIONS USED SAMPLING,RESEARCH DESIGN HYPOTHESIS TESTING LIMITATIONS & PURPOSE OF SURVEY MARKETING MIX OF RELIENCE FRESH PRODUCT RANGE,PLACE PRICE,PRIVATE TRAVELS PROMOTION

PAGE.NO.
1.1-1.2 1.1 1.2 2.1-2.3 2.1 2.3 3.1-3.5 3.1 3.2 3.3 3.4 3.5 4.1-4.4 4.1 4.2 4.2 4.3 4.3 4.4 5.1-5.2 5.1 5.2 5.2

PARTICULARS
MARKET INTERMEDIATERIES OF RELIENCE FRESH MARKET INTERMEIATERIES & THEIR ROLES SUPPLY CHAIN CHANNEL DESIGN MEMBERS AND THEIR ROLES FARM TO FORK MODEL

PAGE.NO.
6.1-6.8 6.1 6.2 6.6 6.7 6.8

DAILY ACTIVITIES OF RELIENCE FRESH FUTURE PLANS OF RELIENCE FRESH RECOMMENDATIONS CONCLUSION BIBLOGRAPHY ANNEXURES QUESTIONNARIES FINDINGS

7 8 9 10 11 12.1-12.2 12.1 12.2

INTRODUCTION
India has often been called a nation of shopkeepers. Presumably the reason for this is; that, a large number of retail enterprises exist in India. In 2004, there were 12 million such units of which 98% are small family businesses, utilizing only household labour. Even among retail enterprises, which employ hired workers, a majority of them use less than three workers. Retailing is the combination of activities involved in selling or renting consumer goods and services directly to ultimate consumers for their personal or household use. In addition to selling, retailing includes such diverse activities as, buying, advertising, data processing and maintaining inventory. While sales people regularly call on institutional customers, to initiate and conclude transactions, most end users or final customers, patronize stores. This makes store location, product assortment, timings, store fixtures, sales personnel, delivery and other factors, very critical in drawing customers to the store. Final customers make many unplanned purchases. In contrast those who buy for resale or use in manufacturing are more systematic in their purchasing. Therefore, retailers need to place impulse items in high traffic locations, organize, store layout, trains sales people in suggestion, and place related items next to each other, to stimulate purchase.

AN

OVERVIEW OF

RETAIL INDUSTRIES

IN

INDIA

RETAIL INDUSTRIES IN INDIA
India is a land of retail democracy- hundreds of thousands of weekly haats and bazaars are located across the length and breadth of our country by people¶s own self-organizational capacities. Our Streets are bazaars ± lively, vibrant, and safe and the source of livelihood for millions. India has the highest shop density in the world, with 11 outlets per 1000 people. This does not include the village haats. Our retail democracy is characterized by: 1. High levels of livelihoods in retail with nearly 40 million employed which accounts for 8%of the employment and 4% of the entire population. 2. High levels of self - organization. 3. Low capital input 4. High levels of decentralization Retail in India has started with the concept of weekly markets, where all the traders gather at one big place to sell their products every week. The people come to these weekly markets to buy the Household items for the next one week. Village fairs and melas were also common as it had more of an entertainment value. Once the people started getting busy with their lives and when they turned entrepreneurial, there emerged the mom and pop shops and the kiranas in the neighborhood. After independence, came into existence the system of Public distribution of foods through the ration shops, where food grains, sugar and oil for the daily consumption were distributed at subsidized rates through the government ration shops. The modern corporate retail formats are of the exclusive brand outlets, hypermarkets and supermarkets, departmental tores and shopping malls. But still the Indian consumer depends on the self-organized retail shops for their daily needs. This is largely due to the excellent food retailing system that was established by the Kirana (mom and-pop) stores that continue meet with all the requirements of retail requirements albeit without the convenience of the shopping as provided by the retail chains. The Hawkers/lari Galla vendors. and the local kiranas are the two main forms of unorganized retail in the country, which almost account for 97% of the total retail trade.

GIANT CORPORATIONS
Giant corporations like Wal-Mart and Reliance have started to try and take over the Indian retail sector. The entry of the giant corporate retail in India¶s food market will have direct impact on India¶s 650 million farmers and 40 million people employed in tiny retail. More than 6600 mega stores are planned with Rs. 40,000 crore by 2011. Our case is intended to cover two primary objectives which are: First, when experts and giants like future group Wal-Mart and Reliance they are ready to start operations in retail what kind of strategies and structure they would have to get the competitive edge over each other and established small and unorganized retailers. Second, what kind of impact has been on other retailers including unorganized ones with the opening of Reliance Fresh stores? In the following case findings about Reliance Fresh were quite awakening and exemplary. Even after recent shutdown of Reliance fresh stores from UP and unwelcoming vibes from states like Kerala, West Bengal, Orissa and Jharkhand for its retail format (which was allegedly capturing the unorganized sector and leaving thousands of self employed people jobless) Reliance was not in any mood to hamper its 25000 crore plan. Reliance responded with superb strategy in which it shifted its focus from retailer to being a supplier i.e. targeting hawkers, vendors, Push cart wheelers instead of customers. Big retailers like Reliance have huge resources and network which directly impacted many of the retailers some of whom are planning to quit. In our sample size of 75 retailers more than 30 agreed to have lost as much as 50% of their sales. This case also discusses pros and cons of contract farming which on one part assures farmers of price for their crop and knowledge about Fertilizers and seed but on other side has some obvious drawbacks like monopoly

of big retailers. As a big market in which organized sector is poised to grow with 25% - 30% annually our government must come with appropriate regulations to save small retailers and our agricultural sector.

AN

OVERVIEW OF RELIANCE

RETAIL LIMITED

RELIANCE RETAIL LIMITED
Reliance Retail is the retail chain division of Reliance Industries of India which is headed byMukesh Ambani. Reliance Industries Chairman Mukesh Ambani has unveiled a Rs. 25,000-crore ($5.60 billion) retail plan for the company on June 26, 2006. Mukesh Ambani has called this Starting of reliance retail as an idea which has the potential to revolutionize the Indian socioeconomic framework. He said "Conceptually, Reliance is creating a virtuous circle of prosperity by bringing farmers, small shopkeepers and consumers in a win- win partnership.´ "A new company, Reliance Retail Ltd. (RRL) will spearhead this revolution. Reliance Industries will have a 100 percent stake in RRL, save for employee stock options".

THE RELIANCE EMPIRE
Reliance being the all encompassing company has entered into all the sectors, retail being their latest. Reliance Industries Limited Chairman and Managing Director Market Capitalization Total Shares Outstanding Closely Held Shares Sales : : : : : Mukesh Ambani INR 39,609,150,020 (Sept, 2006) 22,405,900 (Sept, 2006) 11,365,943 INR 10,512,963,000

According to the company website "1 out of every 4 investors in India is a Reliance shareholder. RIL is ranked at 342 in the 2006 Fortune Global 500 list among the world¶s largest corporations. Reliance recorded a profit of 8.9% on assets - first among the 38 chemical companies in Asia. In terms of market cap, Reliance Industries ranks third among chemical companies in Asia, with a market cap of $6087.2 million as on October 19, 2001.

Reliance's total sales, at $6232 million, ranked eighth among the 38 Asian chemical companies. Reliance's total sales have gone up substantially from 1996 when the company recorded 2.5 billion. Company with the highest refining capacity in India-60mpta. At Jhajjar, Haryana (Area covered 25, 000 acres) (Nature of SEZ-Multi product) Reliance SEZ in Raigad (Area covered- 10,000 hectares) Reliance Fresh is the convenience store format which a part of Reliance Retail limited, a fully subsidiary of Reliance Industries Limited. Reliance plans to invest Rs 25000 crores in the next 4 years in their retail division. RRL launched its first store in Hyderabad in November 2006; major focus was on selling fresh fruits and vegetables at lower prices by eliminating the middle men and intermediaries. Now it has more than 560 reliance fresh outlets across the country of which 117 are in Delhi and plans to increase this number to 784 to have pan-India presence by 2011. These stores sell fresh fruits and vegetables, staples, groceries, fresh juice bars dairy products and non vegetarian products. Stores, size varying from 2000-4000 sq ft, are located in the radius of 1-2 km of each other providing a good coverage of the area. Reliance retail has decided to reduce its exposure to fruit and vegetable business and position itself as a pure play super market and will focus on categories like food, auto accessories, FMCG, with food accounting for most of its business.

BOARD OF DIRECTORS

Mukesh D. Ambani Chairman & Managing Director
Nikhil R. Meswani Executive Director Hital R. Meswani Executive Director H.S.Kohli Executive Director

AN

OVERVIEW

OF

RELIANCE FRESH

IN

BHUBANESWAR

RELIANCE FRESH
India¶s Fortune 500 private sector giant, Reliance Industries Ltd, has, in fact, been first off the blocks by launching its first Reliance Fresh outlets in Hyderabad, Reliance fresh is the retail chain division of reliance industries of India which is headed by Mukesh Ambani. Reliance has entered into this segment by opening new retail stores into almost every metropolitan and regional area of India. Reliance plans to invest rs 25000 crores in the next 4 years in their retail division and plans to begin retail stores in 784 cities across the country. The reliance fresh supermarket chain is ril¶s rs 25,000 crore venture and it plans to add more stores across different g, and eventually have a pan-India footprint by year 2011. The super marts will sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy products and also will sport a separate enclosure and supply-chain for non-vegetarian products. Besides, the stores would provide direct employment to 5 lakh young Indians and indirect job opportunities to a million people, according to the company. The company also has plans to train students and housewives in customer care and quality services for part-time jobs. Reliance Fresh will« Forge strong and lasting bonds with millions of farmers and will transform the relationship with customers to a new level Offer unmatched affordability, quality, convenience, service and choice Offer our customers the widest range of fruit and vegetables at the best prices in the neighborhood. Provide for the daily needs of our customers by offering staples, grocery and household products at great price.

SWOT ANALYSIS

STRENGTH

Private label sales-own products(RELIENCE SELECT) Contract farming Network-1600 channels in village. Poor inventory control Staff-lack knowledge about products Parking Farmer to fork no middlemen farmer-customers Hundreds of farmer-1million farmer next 5 years. International retail giants Carrefour, metro A.G.tesco. Bharti-Wallarmart (Farm to fork) opening costs are too high.

WEAKNESS

OPPORTUNATIES

THREAT

RELIANCE FRESH IN BHUBANESWAR

Bhubaneswar the capital of Orissa has a population of 1000000 as per the 2009 census with a fair average income. Therefore undoubtedly Bhubaneswar is the target of many retail chains and reliance is not a exceptional to it. The population and purchasing habit of Bhubaneswar has resulted in 7 reliance store in Bhubaneswar. For the convince of the project the store situated near Ravi talkies square has been selected.

PROUCT AVAILABILITY
Although Reliance fresh is mainly concerned about stocking fresh vegetable and fruits but due to some political controversy they mainly focus on the household products and MCG products.

THE PRODUCTS DETAILS ARE LISTED BELOW: Fresh fruits Vegetables Chocolates Confectionaries Cold drinks Freeze items like butter Ice-cream Households products Toilet Items Special and Dry foods Office Stationeries

The products are displayed in selves in such a height so that they can be easily availed by the customers can compare the product specifications and price.

STORE DESIGN

The store is designed and maintained in a very systematic manner. Like as the chocolates are loved to have some at last moment of their shopping.

OBJECTIVES RESEARCH & METHODOLOGY

OBJECTIVES:
It is the organizational study identify the reliance market intermediateries in Bhubaneswar We provide information to reliance fresh to focus On middle class consumers in Bhubaneswar Implementation of this plan should not affect others

MARKETING RESEARCH
Marketing research as a functional area of management is becoming increasingly important as compared to other field. All decisions in modern business organization revolve around the marketing information. Because the success of the business does not depend upon the guess work rather have the correct information about the customer, what they want, how want, how much they are able to pay, and the substitute available in the they market etc. This information¶s can be collected and utilized the help of marketing research. Marketing research is the systematic and objective identification, collection, analysis, discrimination, and use of information for the purpose of improving decision making related to the identification and solution of problem in marketing.

TYPES OF RESEARCH

DESCRIPTIVE RESEARCH: Descriptive research embraces a large proportion of marketing research. The purpose is to provide an accurate snapshot of some aspect of the market environment. In descriptive research, hypothesis often will exist, but the tentative and speculative.

CASUAL RESEARCH: When it is necessary to show that one variable Causes or determines the values of other variables, a casual research Approach must be used. Since data collection method is from surveys, Hence Descriptive type of research is used for analysis of the data. All research approaches can be classified into three general categories EXPLORATORY RESEARCH: Exploratory research is used when one is seeking insights into the general nature of the problem, the possible decision alternatives, and relevant variables that need to be.

TYPES OF DATA COLLECTION USED
Basically there are two types of data which are used in marketing research process.

1. PRIMARY DATA Observation Interview Questionnaires

INTERVIEW: Interview is one of the chief means of collecting data in research process. Interview may be defined as a systematic conversation initiated for a specific purpose and focus on certain content areas.

SURVEY: There are mainly three types of surveys, depending upon the method of data gathering used: Personal surveys, telephone surveys and mail surveys. ADVANTAGES OF THE SURVEY Wider Distribution Less Distribution bias Thoughtful reply The primary data under processing is collected from both direct filling the questionnaires and through telephone interviews also.

SECONDARY DATA: The data once collected by once person become the secondary data if used by another person. Sources of Secondary Data: The various sources of data are as follows: Bibliography Directories Televisions Newspapers Journals Websites The Secondary data like information of existing customers, information about company has been taken from company website, company¶s yearly chronicles and employee¶s of the company.

SAMPLING

A sample is a part of population. The sample should be representative of the population and the information obtained must be reliable. In any survey where reliability is desired, the errors and variances have to be controlled, measured and interpreted.

RESEARCH DESIGN
The type of Research Design will be Descriptive The types of Primary Data collection procedures that would probably be used. Population ±Dealers, distributors, fleet owners, company¶s representative in Ranchi. Process ± Sampling Method of data collection ± Questionnaires

HYPOTHESIS TESTING
The hypothesis tested on both reliance fresh and people of Bhubaneswar H0: Reliance fresh is not famous & not significant in Bhubaneswar. H1: Reliance fresh is famous & highly significant in Bhubaneswar.

LIMITATIONS

Every research has certain limitation so there is no research is free from limitation same thing happen in this research which is discussed below: Less investment in advertising in Bhubaneswar city People are very conservative Primary data is not sufficiently available Much of the research done was based on consumer and supplier survey Research based on Bhubaneswar city Last but not least time constraint.

PURPOSE OF SURVEY
To show that market intermediaries have a greater responsibility in marketing products and services

MARKETING MIX

OF

RELIANCE FRESH

MARKETING MIX

In order to satisfy the needs of customer each and every business house must have an appropriate marketing mix. According to Stanton, ³Marketing mix is the term used to described the combination of 4 inputs which constitute the core of the company¶s marketing system- The product, the price structure, the promotional activities and the distribution system´ The 4 elements of marketing mix are closely interrelated because decision in one area usually effect actions in other J.Mc Carthy refers to 4 key variables in marketing mix which he called the 4 P¶s product, price, place, promotion.

PRODUCT RANGE: The most powerful instrument in the hands of the marketing manager is the product mix. Vegetables and fruits House hold items Food and beverages ± All premiere brand + Private label Groceries ± only private label Dairy products Non veg food items Ready to eat items PLACE: A marketing manager has to develop and institutional structure for making the product available. Located in small commercial complexes close to 3-4 residential areas Observation: Close to cross roads Almost in all Major areas like N4 IRC village, Khordha Buddha Nagar,Gopabandhu Nagar, Shaid Nagar, Baramunda

PRICE: Price is an important consideration that would make the organization success. Low prized private labels Discount on bulk buying

PRIVATE LABELS: Maximum Space: Own Products Less Space: Nestle Maggi, MTR Masala, Pepsi, and Lay¶s Chips. Reasons: High Margin

PROMOTION: Promotion deals with informing and persuading the customers regarding the products of the firm. Main idea ± make bulk purchase Discount scheme days ± Saturday and Sunday Reliance fresh membership card ± Reliance One

MARKET INTERMEDIATERIES

OF

RELIANCE FRESH

MARKET INTERMEDIARIES

Market intermediaries are either business houses or individuals who come to the aid of the company in promoting, selling and distributing the goals to the ultimate consumers. They are middleman (wholesalers, retailers, agents) distributing agencies, market service and financial institutions. The various kinds of market intermediaries are agents, brokers, retailers wholesalers, commission houses, Industrial stores.

ROLES OF MARKET INTERMEDIARIES
Market intermediaries reduce transactions to an optimum number. Market intermediaries are capable of eliminating discrepancies in quality that is distributed. The producer can concentrate on the production function leaving the marketing problem to the intermediaries who specialize in the line. The chief function of selling intermediaries is to assemble the goods from many producers in such a manner that a customer could effect purchase with ease. The matching process is undertaken by performing the functions. Contracting, Sorting, Inventory, Transmitting, Marketing information. Marketing intermediaries collect huge order and purchase in bulk from the producers. These enable a manufacturer to undertake a large-scale production. Market intermediaries help to stabilize the price too. By stocking goods, constant flow of goods to the market is assured. This equalizes demand and supply factors which stabilizes prices not only in single market but also maintains the same price level in all markets.

SUPPLY CHAIN
The supply chain is a longer channel stretching from raw materials to components to final products that are carried to final buyers. Reliance started its retail operations of Reliance Fresh stores with following supply chain model. Procuring directly from the farmers and operating with moderate margin but mass selling was key to Relience fresh operation for First few months. The following figure depicts the first Reliance fresh model:

Farmers Own Transportation COLLECTION POINT/UNIT

Farmers Own Transportation

RELIANCE OWN LOGISTICS

RF Reliance own Logistics

PROCESSING UNIT/POINT RF Reliance own Logistics

RELIANCE FRESH OUTLETS

RELIANCE FRESH OUTLETS

RELIANCE FRESH OUTLETS

MODEL 1
But things always don¶t turn out to be the same as planned. Opposition against Reliance fresh outlets in U.P soon interrupted the momentum .Reliance wished to go with. Bowing to mass opposition from local shopkeepers, the company closed down 20 Reliance Fresh stores in Noida and Ghaziabad. A company insider said that Reliance Retail was being forced to exit UP owing to what he described as the ³vindictive approach´ of the state government. Within the month company started operations in Luck now and Varanasi with 14 stores, stores had to be soon closed down following violent protests by local traders. After the protests, the state government instructed all standalone food & grocery stores run by corporate to close down. Similar things followed in NCR and Ghaziabad. The strategic importance of UP for a large-scale retailer like Reliance was not limited to it being a large consumer market. The state is extremely important from the sourcing point of view as well. The Gangetic plain in the state is considered to be one of the most fertile agricultural belts in the country. Reliance¶s food & grocery business was in the line of fire, because of the popular perception of Reliance being the most µpowerful¶ business conglomerate in the country. This is evident from the fact that widespread political protests to corporate participation in retail started only after Reliance announced its roll-out plans. Companies like Kishore Biyani¶s Future group, Subhiksha and Spencer¶s have had operations in this format long before without encountering major problems. Moreover, the positioning of the Reliance Fresh format (small convenience stores) puts it in direct competition not only with neighborhood kirana stores, but also with small fruit and vegetable vendors. At this point of time future and ambitions of 25000 Crore Reliance retail started falling under clouds.

UPDATED POLICY
From grocery, Reliance Retail plans shift to supply: Reliance Retail was faced with massive opposition from the trading community. But like every great visionary Reliance had a prepared back-up, and this time it was much more powerful than the earlier one, throwing solutions to every previous dilemma. In a dramatic shift, it decided to turn into a trader itself. It is entering the foodtrading business as part of a major restructuring of its food and grocery initiative. The split has occurred because Reliance has realized that there is money to be made, may be more, in simple commodity trading, especially with food prices likely to go through the roof next year. As a result of this restructuring, Reliance Retail is setting up shop in mandis to sell fruits, vegetables and staples. It would thus be able to profit from commodity trading without worrying about the steep overheads and discounts that tied its hands in its avatar as Reliance Fresh. It would also allow the company to sell to a wide range of customers, including wholesalers, other traders, and retailers. A source said the company has already signed up with Spencer retail chains to supply cut fruits and vegetables. Till now, the Reliance supply chain was dedicated to meeting the needs of Reliance Fresh shops.

MODEL 2 WHOLESALE TRADING
Reliance formalized its second supply chain model to shift itself from grocery retailer to grocery supplier by focusing and establishing itself in Mandi¶s. In processing centers workers wearing balaclavas, woolen trousers and bulky jackets work inside a room kept at a constant 3oC, peeling and chopping vegetables, spinning them dry and then heaping them in small plastic packets before placing them in plastic transport crates. The model2 depects the Relience fresh.

FARMHOUSE ON CONTRACT

FARMERS

FARMHOUSE ON CONTRACT

Reliance Own Logistics Cold Trucks, TATA 407, 408, LP PROCESSING UNIT/POINT
RELIANCE OWN LOGISTICS

Reliance Own Logistics

WHOLESAL E MANDI·S WHOLESAL E MANDI·S Reliance own Logistics

WHOLESAL E MANDI·S

Reliance own Logistics

RELIANCE FRESH OUTLET

RELIANCE FRESH OUTLETS

RELIANCE FRESH OUTLETS

CHANNEL DESIGN

The vegetables are collected in villages from farmers directly. They are submitted to Collection Centers (CC) like Bhuma Nagar, Shaid Nagar, Baramunda, Khordha Buddha Nagar,etc. Payment and quality checks are done in collection centers. From CC they are transferred to Distribution Centers (DC) via Reliance own logistical units.

MEMBERS AND THEIR ROLES
FARMERS: The farmers harvest the crop and bring it to the collection centre. They save on the transportation cost they would incur in taking the vegetables to the mandi. COLLECTION CENTRE: One Reliance authorized person is in charge of collection centre. He inspects the quality and takes in the vegetables. He is also responsible for payment of the farmers. He ensures the loading of all vegetables in the trucks which are sent to the DC. NATIONAL SOURCING: In order to provide a constant supply of all perishable vegetables warehouses have been bought where goods are kept in cold storage. Whenever there is a shortage in supply from any region then, these warehouses MANDI: A team of two people is situated at the mandi. These teams are responsible for constantly monitoring the rates and communicating the same to the head office. If there is an urgent need which cannot be fulfilled by the collection centre then reliance purchases the supply directly from mandi but at a rate which is 3%-4% less than the actual mandi rate. DISTRIBUTION CENTRE: The distribution centre receives the vegetables and does a thorough quality check. They prepare the vegetables for the retail stores and also ship the vegetables depending on the requirement for each store. RETAIL STORES: They are just responsible for receiving and checking the quantity of vegetables arriving each night. Then they put up all good vegetables on display for customers.

FARM TO FORK MODEL
The farm to fork model consists of seven steps which are shown in the figure given below:

TRADITIONAL MODEL RETAIL

RELIANCE MODEL ´FARM TO FORKµ

DAILY ACTIVITIES OF RELIANCE FRESH
Reliance Fresh was blessing in disguise of a store when it opened. The quality of fruits and vegetables was amazing. So fresh, so photo-like! We were happily surprised. It made shopping for groceries and fruits and vegetables not only convenient but also a fun activity. This is because Relience fresh perform certain daily activity which are as follows:

Milk Indenting Milk Receivable Morning Brietive Job Allocation Store Performance(Morning) Bread Indenting Update Reports St.Performence(Afternoon) Dump Mark down GRN Deposit Footfall Report

Besides this Relience fresh also perform other activities like: Home retailing Catalogue retailing Direct respond retailing Automatic Vending Electronic retailing

FUTURE PLAN OF RELIANCE FRESH
Plans to invest Rs 25000 Crore in next 4 year in their retail division Every Indian Consumer Train students and housewives ± Customer care & Quality service ± Part time job New format of food and café ± Reliance food Private label sale ± Kirana store Pharmacy retail store 6000 outlets ± 784 cities Launch soaps, detergents, cosmetics and non FMCG products ± Private label

RECOMENDATIONS
COMMUNICATION: Based on our observation we found that reliance fresh is not able to make an advertisement properly as compare to big bazaar or other retail store which is its competitor. So company should make a proper team to let the people aware about their schemes and offers being given by reliance fresh. Company should increase the number of counter so that it may minimize the queue of the customers. Company should acquire more and more skilled people so that it may satisfy their customer in all areas. PROMTNESS IN SERVICES: Relience fresh should pay kind attention towards the existing customer and try to provide them quick response in the sphere of services so that they become loyal. BEHAVIOR AND COMMITMENT: Behavior and commitments of sales man towards the dry outlets should be improved. Expand service Give training to staff Improve inventory control

CONCLUSION

It was a pleasant experience to have a survey in a Relience fresh It has given me an
opportunity to know all dimensions of the market and how to tackle problems of it I have learned various functions carried out at all the level of organization especially of middle level and lower level. After a rigorous period of our survey we come to know that how practical knowledge is different from the theoretical concepts. From the survey we conclude that: Still reliance fresh gets the support of most favorable brand for the every consumer. Bigbazar food items also favorable but not that much. Favorable customer told bigbazar service is not so good. The trend of the people is changing very fast in accepting the new brands if it fulfills the requirements of the customer. People shifting to reliance fresh very rapidly. If bigbazar unable to adopt themselves through necessary changes then reliance fresh becomes the market leader in the near future.

BIBLOGRAPHY

www.google.com www.wikipadia.com

www.reliencefresh.info Marketing Management by C.B.Gupta

QUESTIONNARES
1. Whenever you are in need of food what name comes first in your mind? i. Reliance fresh ( ) ii. Big bazaar ( )

2. Are you a loyal customer of the brand you prefer to use or you switch over to different brand. i. Loyal Customer ( ) ii. Switch Over ( )

3. Do you think there is volatility, barriers to entry for new comers and growth prospect of the market is a matter of concern for these brands? i. Yes ( ) ii. No ( ) iii. Can¶t Say ( )

4. Which one among these you think has got the most geographical spread (internationally)? i. Reliance fresh ( ) ii. Big bazaar ( )

5. Which one of these brands provides the product and service according to the consumer¶s needs and convenience? i. Reliance fresh ( ) ii. Big bazaar ( )

6. According to you who give the best support in respect of advertisement and consumer awareness campaign while promoting their brand? i. Reliance fresh ( ) ii. Big bazaar ( )

7. At the time of purchasing a particular product or brand ± do you concerned about the owners legal right, the registered trade mark etc. of that brand? i. Yes ( ) ii. No ( )

8. Whether you checked all these brands has got this information or not? i. Yes ( ) ii. No ( )

FINDINGS
We found that according to the first criteria of reliance fresh (leadership) all food products take the leadership position in the market. In the second criteria (stability) we found that both reliance fresh food items & big bazaar food items gets the same ranking according to the consumer. In the third criteria (market) we found consumer think that trading environment of these branded products in terms of growth prospect is very good, market is also volatile & barriers to entry is almost nil. In the fourth criteria(Geographical spread) we found customer think that reliance fresh food item has the better geographical spread than big bazaar food items reliance fresh is a small retail store & till now it has the better spread in comparison to the bigbazar. In the fifth criteria (trend) we found customers trends in choosing the particular brand comes out from the service point of, they told that till now every food items available in the reliance fresh & bigbazar also but we are satisfied in reliance fresh. In the sixth criteria (support) we found that both reliance fresh &big bazaar have the consistency in the market. Reliance fresh & bigbazar also spent money in communication to the customers about the brand and their usefulness we found reliance fresh food items more aggressive in creating the awareness to the customer than bigbazar food items. In the seventh &last criteria (protection) we found that all the brand we choose have the owners legal title & registered trade mark.