Summer Internship Project Report

Project title
Branding and advertising in Reliance Digital

Submitted by
Sukanya Subramanian.
Table of contents.
1 Introduction to Reliance Digital.
2 Top electronic retail in India.
3 Product and services in Reliance Digital.
4 Marketing structure in Reliance Digital.
 Reliance digital
Reliance Digital offers over 200 national and international brands
offering a widest assortment of products spanning across Audio &
Video products, Digital Cameras, Durables like Air Conditioners,
Refrigerators, Washing Machines, Microwave Ovens, Water Purifiers,
Kitchen and Home Appliances, Gaming Consoles & Games,
Computers, Laptops, Tablets & Peripherals, Mobile and Fixed line
instruments as well as a wide range of accessories and new-age
gadgets across all major product categories. Reliance Digital offers its
customers a delightful shopping experience and help them in
bringing home the latest & best of technology at unbeatable price.

Reliance Retail operates ResQ, the service arm of Digital. It is a full-

fledged service organization and is India’s first multi-product, multi-
brand and multi-location service network that provides solutions
encompassing end-to-end product life cycle requirements for the
entire range of Consumer Durables and Information Technology
products and other value-added services.

Reliance Retail has built the largest distribution reach for devices in
India. The infrastructure encompassing on-boarding of trained sales
specialists, integrated supply chain and service centers have being
made fully operational as part of building 4G ecosystem in the
country.

Reliance Retail has developed a strong portfolio of products offered

under its own label Reconnect. The Reconnect products are
differentiated by cutting edge innovation, superior quality and offers
great value.

Reliance Retail offers a wide range of 4G LTE smart phones and 4K

TVs under its own brand ‘LYF’. The brand built on the premise of
unmatched user experience offers high performance handsets and
televisions that deliver a true 4G and true 4K experience comparable
to the best in the world. LYF range of smart phones with superior
features like Voice over LTE (VoLTE), Voice over Wi-Fi (VoWi-FI), HD
Voice and HD quality video calling enables users to experience a new
digital life.
 TOP ELECTRONICE RETAIL IN INDIA.
1. RELIANCE DIGITAL:- With 275 stores across 100 cities in India,
Reliance Digital is a giant when it comes to electronic retail
chains in India. Products purchased from Reliance Digital are
backed by Reliance ResQ, a ‘one-stop’ service centre that takes
care of your pre and post purchase service requirements and
this is for all brands sold at their Reliance Digital stores
regardless of whether the brand has its own service centre or
not. With over 150 international and national brands and over
4000 products, the chain has products across categories like
Audio and Video products (TV’s, DVD players, Car Audio
players), Electronic Musical Instruments and Digital Cameras,
Gaming Consoles and Games, Computers and Peripherals,
Mobile and Fixed line instruments, Durables like, Air
Conditioners, Refrigerators, Water Purifiers, Kitchen and Home
Appliances.

2. CROMA:- Launched by Infiniti Retail Limited, a 100 per cent

subsidiary of Tata Sons, Croma has exponentially grown as one
of the major electronic chains in India. The electronics giant has
close to 100 stores across 16 cities in India, making it one of the
fastest growing electronics retail chain in the country. The
categories Croma caters to include – Phones, Camera,
Computers, Entertainment, Home Appliance, Kitchen
Appliance, Gaming and Accessories. They have their private
label as well by the name of Croma Life Accessories, with
products available across major categories, priced reasonably
and supported by an authorized customer care centre.
3. EZONE:- A part of Future Group, eZone is present across India
in the form of stand-alone stores as well as at group format
 stores such as Big Bazaar, Home Town and Central. The stores
have majority of the national and international electronics
brands for a range of product categories such as Audio,
Accessories, Communications, Computing, Home
Entertainment, Home and Kitchen Appliances, Imaging,
Personal Entertainment and Gaming. Currently, they are
present in 31 cities across India with close to 92+ stores.

4. VIJAY SALES:- For anyone in Mumbai wanting to buy

electronics – be it cell phones or home appliances, one name
that immediately pops up is that of Vijay Sales. You can find the
latest Mobile Phones, Tablets, Laptops, Desktops, Printers,
Cameras, Televisions, Refrigerators, Air-Conditioners, Washing
Machines, Kitchen Appliances, Mobile Accessories, Tablet
Accessories, Camera Accessories, Headphone, Earphones etc.
and some of the top selling electronic brands like Apple, Vise,
Samsung, Micromax, HTC, Microsoft, Dell, HP, Sony, Canon,
Nikon, LG, Toshiba, Philips, Bajaj, Skullcandy etc at their stores.

5. LOTUS ELECTRONIC SUPERMARKET:- Incepted in the year

2000, Lotus Electronics Supermarket is another leading name
for consumer electronics, home appliances and IT products
stores in India. The retail chain has its presence in Madhya
Pradesh, Chhattisgarh and Maharashtra with 12 mega
showrooms in all. MP, CG & MH, Lotus now boasts of a strong
presence in the virtual world too.
6. VIVEK’S THE UNLIMITED SHOP:- Viveks, a part of Vivek Limited
is one of the most leading and respected consumer electronics
and home appliances retail chain in India with its base in South
India. Viveks popularized several brands by creating visibility
and has the distinction of being a market leader and
 trendsetter with continuous support from the principal
companies. With dominance in Tamil Nadu and Karnataka, the
brand has over 50 stores and is showing a rapid expansion.

7. GIRIAS:- With a strong hold in South India, they have 50 stores

spread across Tamil Nadu and Karnataka. The retail chain offers
attractive discounts and offers on each of the brands listed with
them across categories like mobile phones and home
appliances. Majority of the stores mentioned above have their
own online version and this makes it easy to compare prices of
the products you are looking at before heading off to the store.
Happy Shopping!
Product and services in Reliance Digital.
Reliance Digital, India’s largest electronics retailer offers a wide
range of products, and a service through resQ that is unmatchable -
you need not go anywhere else.

REPAIRS:- No matter what the problem, we’ll fix it. Our resQ
engineers examine, restore and repair your favorite electronics so
that you can get the most out of them.

MAINTENANCE:- resQ ensures that you get uninterrupted service

from all your devices and appliances with maintenance services and
electronics online repairs that keep your electronics as good as new.

SMART SERVICES:- Our resQ engineers will give you a product demo,
help you experience convergence and share tips that enable you to
do more with your electronics.

365-DAY AVAILABILITY:- Always at your service, with no days off.

resQ services are available all year round, including Sundays and
public holidays.

10 AM – 10 PM:- Your convenience is our priority. resQ operates

with extended working hours so that you can reach out to us
anytime.
 MARKETING STRUCTURE.

ABOVE
THE LINE

VISUAL
BELOW
MERCHA
THE LINE
NDISING

CUSTOMER
ONLINE RELATIONSHIP
MANAGEMENT

 Above the line (ATL):- This kind of marketing is the kind of

marketing that has a very broad reach and is largely
untargeted. Think about a national TV campaign, where
viewers across the nation see the same advert aired across the
various networks. This kind of marketing is mostly used for
building brand awareness and goodwill.
An example of Above the Line marketing would be a television
campaign run by a cereal company. The ad would be aired
across the nation, with every viewer seeing the exact same
message. As mentioned above, this kind of marketing would be
used to build general brand and awareness of the business
and/or it’s products over the long term as well as goodwill.

 Below the line (BTL)- This kind of marketing is the kind of

marketing that targets specific groups of people with focus. For
 example, a leaflet drop in a specific area, a Google Adwords
campaign targeting a certain group or a direct telemarketing
campaign targeting specific businesses. This kind of marketing
is best for conversions and direct response.
An Example Of Below The Line Marketing Activity
The same cereal company could also run a direct marketing
campaign in a large city, targeting commuters on the way to
work. They might offer free cereal samples along with vouchers
that could be used in a local store. This would be a strategy
designed to target a specific group of people and to try and
encourage quick purchases, or conversions.

 Customer relationship management (CRM):- Customer

relationship marketing (CRM) is a business process in which
client relationships, customer loyalty and brand value are built
through marketing strategies and activities. CRM allows
businesses to develop long-term relationships with established
and new customers while helping streamline corporate
performance. CRM incorporates commercial and client-specific
strategies via employee training, marketing planning,
relationship building and advertising. Customer relationship
marketing should not be confused with "customer relationship
management," a related, but unique concept that shares the
acronym of CRM.

 ONLINE:- Reliance Online Marketing Provides best, responsive,

affordable digital marketing with wide range of marketing
experts. Digital marketing is the marketing of products or
services using digital technologies, mainly on the Internet, but
also including mobile phones, display advertising, and any other
digital medium.
 Visual merchandising (VM):- Visual merchandising is the
practice in the retail industry of developing floor plans and
three-dimensional displays in order to maximize sales. Both
goods and services can be displayed to highlight their features
and benefits. The purpose of such visual merchandising is to
attract, engage, and motivate the customer towards making a
purchase .Visual merchandising commonly occurs in retail
spaces such as stores.