Bilal Pakkka Final

A project report on
“MARKETING STRATEGY ” AT
RELIANCE RETAIL, LTD
A PROJECT REPORT PREPARED

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE
AWARD OF THE DEGREE OF

BACHELOR OF BUSINESS ADMINSTRATION
By
IRTEQA AHMED QURESHI
(Reg. No. 17IABBA061)
INDIAN ACADEMY
Degree College
Under the guidance of
Mrs. SHALINI
HEAD OF DEPARTMENT
Department of Management Studies
Indian Academy Degree College
Hennur Main Road, Bangalore- 43
2017–2020
TO WHOSEVER IT MAY CONCERN
This is to certify that Mr. Irteqa Ahmed Qureshi (17IABBA061)

student of Indian Academy Degree College-Autonomous, Bangalore
has carried out his project work entitled “A Study on Marketing
Strategy at Reliance Retail” from 24th January to 28th March 2020.
During his project he has seriously planned and organised the assigned
work given by us. The result of work seems to be useful to our company.
We wish him success for his future endeavours.
During his project work in our company, we found his Character and Conduct is
Good.
From, Reliance Retail

ADNAN SHARIEF
MANAGER HR
MOBILE: 8971570983
DECLARATION BY THE STUDENT
I hereby declare that “A STUDY ON MARKETING STRATEGY ON RELAINCE

RETAIL, Bangalore” is the result of the project work carried out by me under
the guidance of Mrs. SHALINI.S in partial fulfilment for the award of
Bachelor’s Degree in Business Administration by Indian Academy Degree
College – Autonomous, Affiliated to Bangalore North University.
I also declare that this project is the outcome of my own efforts and that it has
not been submitted to any other university or Institute for the award of any other
degree or Diploma or Certificate.
Place: Bangalore Name: AHMED QURESHI
Date: Register Number:17IABBA061

GUIDE CERTIFICATE
This to certify that the project report entitled “ A STUDY ON MARKETING

STRATEGY ON RELAINCE RETAIL, Bangalore” is submitted in partial
fulfilment for the award of Bachelor of Business Administration at Indian
Academy Degree College – Autonomous, Affiliated to Bangalore North
University. This is a record of bonafide research work carried out by Mr.
AHMED QURESHI under my guidance and no part of this has been submitted
for the award of any other Degree/ Diploma/ Fellowship of other institution.
Place: Bangalore Mrs. SHALINI.S

Date: HEAD OF DEPARTMENT
A STUDY ON MARKETING STRATEGY ON RELIANCE RETAIL
ACKNOWLEDGEMENT
I would like to express my sincere gratitude to all those who have been
instrumental in presentation of this project report.
No work can be accomplished alone. It needs of various people to give a final

stage.
I would like to express my sincere thanks to Dr. E JEROME XAVIER,

Principal, Indian Academy Degree College- Autonomous, and Ms. SHALINI.
S, Vice-Principal, HOD Department of Business Administration, for their kind
support and encouragement.
I am indebted to my Project guide, Mrs. SHALINI.S (Head Of Department of

Business Administration) who has helped for successful completion of the
project.
My special thanks go to Mr. ADNAN, BESCOM, Bangalore for granting

permission and also for his support and guidance. Special thanks for providing
opportunity to undertake this project and for their kind co- operation during
my data collection process.
I am thankful to other distinguished faculties, my parents and friends for their

support that has largely contributed to the successful completion of the project.
Place: Bangalore Mr. AHMED QURESHI

Date: Reg.No:17IABBA061
INDIAN ACADEMY DEGREE COLLEGE – AUTONOMOUS pg. 1

TABLE OF CONTENT:
CHAPTER TITLE PAGE NO:

NO:
01. INTRODUCTION 09-26
02. RESEARCH DESIGN 27-34
03. COMPANY PROFILE 35-54
04. DATA ANALYSIS AND 55-92

INTERPRETATION
05. SUMMARY OF FINDINGS 92-95
06. CONCLUSION AND SUGGESTION 96-99
07. ANNEXURE, QUESTIONNAIRES AND 100-107

BIBLIOGRAPHY

LIST OF TABLES:
TABLE
NO. PAGE
TITLE NO.
1. AGE GROUP 56-57
59
2. CUSTOMER SATISFACTION FOR
RELAINCE
61-62
3. FEATURES OF RELAINCE RETAIL
4. THE PERFORMANCE OF THE COMPANY 64-65
66
5. RANK OF RELAINCE ACCORDING TO
SATISFACTION LEVEL
68-69
6. TYPE OF REPORT SHARED BETWEEN
CUSTOMER AND COMPANY

7. ABOUT COMPANY AFTER SALES SERVICE 71
8. THE FACTOR THAT DRIVES FOR THE 73

PURCHASE OF THE SERVICE
75
9. MEDIA THAT IS BEST SEATED FOR THE
COMPANY
77
10. RECOMMEND OF THE RELAINCE
79
11. THE SERVICES BY RELAINCE
81-82
12. THE AREAS OF IMPROVEMENT NEEDED
IN RELAINCE
84
13. USAGE OF THE CRM APPLICATIONS

86-87
14. CRM APPLICATION PREFERENCES BY THE
CUSTOMERS
88-89
15. IMPORTANCE OF CRM TO BUSINESS

LIST OF GRAPHS:
GRAPH PAGE
NO. TITLE NO.
1. AGE GROUP 58
60
2. CUSTOMER SATISFACTION FOR
RELAINCE
63
3. FEATURES OF RELAINCE RETAIL
4. THE PERFORMANCE OF THE COMPANY 65
67
5. RANK OF RELAINCE ACCORDING TO
SATISFACTION LEVEL
70
6. TYPE OF REPORT SHARED BETWEEN

72
7. ABOUT COMPANY AFTER SALES SERVICE
74
8. THE FACTOR THAT DRIVES FOR THE
PURCHASE OF THE SERVICE
76
9. MEDIA THAT IS BEST SEATED FOR THE
COMPANY
78
10. RECOMMEND OF THE RELAINCE
80
11. THE SERVICES BY RELAINCE
83
12. THE AREAS OF IMPROVEMENT NEEDED
IN RELAINCE
85
13. USAGE OF THE CRM APPLICATIONS

87
14. CRM APPLICATION PREFERENCES BY THE
CUSTOMERS
90
15. IMPORTANCE OF CRM TO BUSINESS

CHAPTER - 1

PART-A ABOUT SUBJECT
INTRODUCTION
Philip Kotler defined marketing as "Satisfying needs and wants through an

exchange process". ... In this context, marketing can be defined as "the
management process that seeks to maximise returns to shareholders by
developing relationships with valued customers and creating a competitive
advantage".
Marketing refers to activities a company undertakes to promote the buying or

selling of a product or service. Marketing includes advertising, selling, and
delivering products to consumers or other businesses. Some marketing is done by
affiliates on behalf of a company.
Evolution of Marketing.
The production centered system systematically changed into relationship era

of today and over the period; the specializations have emerged such as sales
versus marketing and advertising versus retailing. The overall evolution of
marketing has given rise to the concept of business development.
Marketing research
A systematic process for identifying marketing opportunities and solving
marketing problems, using customer insights that come out of collecting and
analyzing marketing information. The mechanics of marketing research must be
controlled so that marketers uncover the relevant facts to answer the problem at
hand. Control over this fact-finding process is the responsibility of the marketing
research director, who must correctly design the research and carefully supervise
its execution, to ensure it yields the customer insights the organization needs.

Understanding Marketing
Marketing as a discipline involves all the actions a company undertakes to draw
in customers and maintain relationships with them. Networking with potential or
past clients is part of the work too, and may include writing thank you emails,
playing golf with prospective clients, returning calls and emails quickly, and
meeting with clients for coffee or a meal.
1. Marketing Environment.
The Marketing Environment includes the Internal factors (employees,

customers, shareholders, retailers & distributors, etc.) and the External factors(
political, legal, social, technological, economic) that surround the business and
influence its marketing operations.
KEY TAKEAWAYS
● Marketing refers to all activities a company does to promote and sell
products or services to consumers.
● Marketing makes use of the "marketing mix," also known as the four Ps—
product, price, place, and promotion.
● At its core, marketing seeks to take a product or service, identify its ideal
customers, and draw the customers' attention to the product or service
available.

Four Ps of marketing
. The Four Ps collectively make up the essential mix a company needs to market
a product or service. Neil Borden popularized the idea of the marketing mix and
the concept of the Four Ps in the 1950s.
Product
Product refers to an item or items the business plans to offer to customers. The
product should seek to fulfill an absence in the market, or fulfill consumer
demand for a greater amount of a product already available. Before they can
prepare an appropriate campaign, marketers need to understand what product is
being sold, how it stands out from its competitors, whether the product can also
be paired with a secondary product or product line, and whether there are
substitute products in the market.
Price
Price refers to how much the company will sell the product for. When
establishing a price, companies must consider the unit cost price, marketing costs,
and distribution expenses. Companies must also consider the price of competing
products in the marketplace and whether their proposed price point is sufficient
to represent a reasonable alternative for consumers.
Place
Place refers to the distribution of the product. Key considerations include whether
the company will sell the product through a physical storefront, online, or through
both distribution channels. When it's sold in a storefront, what kind of physical

product placement does it get? When it's sold online, what kind of digital product
placement does it get?
Promotion
Promotion, the fourth P, is the integrated marketing communications campaign.
Promotion includes a variety of activities such as advertising, selling, sales
promotions, public relations, direct marketing, sponsorship, and guerrilla
marketing.
MARKETING STRATEGY
Marketing strategy method of focusing an organization's energies and resources

on a course of action which can lead to increased sales and dominance of a
targeted market niche. A marketing strategy combines product development,
promotion, distribution, pricing, relationship management and other elements;
identifies the firm's marketing goals, and explains how they will be achieved,
ideally within a stated timeframe. Marketing strategy determines the choice of
target market segments, positioning, marketing mix, and allocation of resources.
It is most effective when it is an integral component defining how the
organization will successfully engage customers, prospects, and competitors in
the market arena. Corporate strategies, corporate missions, and corporate goals.
As the customer constitutes the source of a company's revenue, marketing
strategy is closely linked with sales.
Marketing concept
Under marketing concept the task of marketing begins with finding what the
consumer want and produce a product which will meet the consumer requirement
and provides maximum satisfaction. “Customer is the King” concept emerged

from this point of view. In the process of evolution many organizations changed
their way of thinking to match the marketing concept. Under this concept
producers considers the needs and wants of consumers as the guiding spirit and
deliver such goods which can satisfy the consumer needs more efficiently and
effectively than the competitors. Marketing concept is consumer oriented and
look forward to achieve long term profits by making a network of satisfied
consumers. When an organization practice the marketing concept, all their
activities such as research and development, distribution, quality control,
finance, manufacturing, selling etc., are focused to satisfy the consumer needs
and wants
Marketing Concepts are;
● Production Concept,
● Product Concept,
● Selling Concept,
● Marketing Concept,
● Societal Marketing Concept.
The Marketing Plan
The area of marketing planning involves forging a plan for a firm's marketing
activities. A marketing plan can also pertain to a specific product, as well as to an
organization's overall marketing strategy. An organization's marketing planning
process is derived from its overall business strategy. Thus, when top management
are devising the firm's strategic direction/mission, the intended marketing
activities are incorporated into this plan.

Types of strategies
Marketing strategies may differ depending on the unique situation of the

individual business. However there are a number of ways of categorizing some
generic strategies. A brief description of the most common categorizing schemes
is presented below:
● Strategies based on market dominance - In this scheme, firms are

classified based on their market share or dominance of an industry.
Typically there are four types of market dominance strategies:
o Leader
o Challenger
o Follower
o Nicher
● Porter generic strategies - strategy on the dimensions of strategic
scope and strategic strength. Strategic scope refers to the market
penetration while strategic strength refers to the firm’s sustainable
competitive advantage. The generic strategy framework (porter 1984)
comprises two alternatives each with two alternative scopes. These are
Differentiation and low-cost leadership each with a dimension of Focus-
broad or narrow.
o Product differentiation
o Market segmentation
● Innovation strategies - This deals with the firm's rate of the new
product development and business model innovation. It asks whether the
company is on the cutting edge of technology and business innovation.
There are three types:

o Pioneers
o Close followers
o Late followers
● Growth strategies - In this scheme we ask the question, “How should
the firm grow?”There are a number of different ways of answering that
question, but the most common gives four answers:
o Horizontal integration

PART B: ABOUT INDUSTRY
Reliance Retail Retail started its journey in 2006 with the opening of its first
Reliance Retail store. Today Reliance Retail operates 621 Reliance Retail and
Reliance Smart stores and sells over 200 metric tonnes of Fruits and over 300
metric tonnes of Vegetables every day.
Reliance Retail is India’s leading neighbourhood retail chain, synonymous with

freshness & savings. With the three core promises of Fresh Hamesha, Available
Hamesha and Savings Hamesha, Reliance Retail is a one-stop-shop for fresh
shopping, fresh savings and fresh happiness.
From fresh fruits & vegetables to dairy, cereals to spices, processed food &
beverages to home & personal care products, we have the entire gamut of your
grocery needs covered.
Across our stores, we retain a strong customer centric approach to meet all your
shopping needs - be it routine or seasonal, well known brands or popular local
products.
Continuing Reliance ’s hallowed tradition of backward integration, Reliance

Retail directly partners with a large number of farmers and small vendors in a
farm-to-fork model. The linkages with the farm has brought about
transformational changes in the quality of life of the farmers as also enhancing
the quality of produce, reducing wastage by shortening the time to move fresh
produce and reducing intermediaries in the value chain thereby benefiting all.

Reliance Retail reported a turnover of Rs. 1,30,566 crore for the financial year
2018-19. As on 30th Sep 2019, Reliance Retail operates 10,901 stores across
6,700+ cities with a retail area of over 24.5 million sft.
Reliance Retail Ventures Limited, a subsidiary of Reliance Industries Limited

is the holding company of Reliance Retail Limited which operates the retail
business.
The service segmentation

Reliance Retail has segmented their service to all class of people like rich, poor
by providing standards of facility in different ways, for example – you can find
different items/buget packs for them these are the service segmentation of
Reliance Retail by which they are serving different categories of people. In all
these service segmentation Reliance Retail is providing different facilities and
charging same money.
‘Items at a Glance’ timetable, I have always used these on booking and have never
had a problem, write the abbreviation in which you want to purchase, next to the
word on the purchase form.
Organizations are taking an interest in the international marketing of services

because of low cost factors and the ability to compete in nearby country markets
(Bradley 1995); however, international
services pose special challenges for marketing managers as a result of the

intangibility of services, the extent of customization, and differences in
preferences across cultures. Research on international service offerings has
focused on entry-mode choices technology growth , geographic roles, service
influences on national competitive advantage and strategic differences across

services . Yet the marketing literature has not investigated several key
components of service strategy, particularly in the international domain.
GROWTH AND PROSPECTS
Pricing Strategies by Reliance Retail

-Discount pricing strategy
-Wide price range of each items
-Credit card acceptance
-Accept coupons
– Competitive prices.
-Price marked in paisa’s
-comparable cost.
Retail industry in india
Retailing in India is one of the pillars of its economy and accounts for 14 to 15
percent of its GDP. The Indian retail market is estimated to
be US$450 billion and one of the top five retail markets in the world by economic
value. India is one of the fastest growing retail markets in the world, with 1.2
billion people.
India's retailing industry is essentially owner manned small shops. In 2010, larger
format convenience stores and supermarkets accounted for about 4 percent of the

industry, and these were present only in large urban centers. India's retail and
logistics industry employs about 40 million Indians (3.3% of Indian population).
Until 2011, Indian central government denied foreign direct investment (FDI) in
multi-brand retail, forbidding foreign groups from any ownership in
supermarkets, convenience stores or any retail outlets. Even single-brand retail
was limited to 51% ownership and a bureaucratic process.
In November 2011, India's central government announced retail reforms for both
multi-brand stores and single-brand stores. These market reforms paved the way
for retail innovation and competition with multi-brand retailers such as Wal-
Mart, Carrefour and Tesco, as well single brand majors such as IKEA, Nike,
and Apple. The announcement sparked intense activism, both in opposition and
in support of the reforms. In December 2011, under pressure from the opposition,
Indian government placed the retail reforms on hold till it reaches a consensus.
In January 2012, India approved reforms for single-brand stores welcoming
anyone in the world to innovate in Indian retail market with 100% ownership, but
imposed the requirement that the single brand retailer source 30 percent of its
goods from India. Indian government continues the hold on retail reforms for
multi-brand stores. June 2012, IKEA announced it has applied for permission to
invest $1.9 billion in India and set up 25 retail stores. Fitch believes that the 30
percent requirement is likely to significantly delay if not prevent most single
brand majors from Europe, USA and Japan from opening stores and creating
associated jobs in India.
On 14 September 2012, the government of India announced the opening of FDI
in multi brand retail, subject to approvals by individual states.This decision has
been welcomed by economists and the markets, however has caused a massive
upheaval in India's delicate governance structure.


Growth of Retail industry in India
This graph shows the growth of retail industry in India starting from 2006- 2016.
When Reliance came into the organized retail there was very few corporate
backed retail giants Like BATA. After 2006 when Reliance came into this sector
other players also came into existence eg:- Big Bazar, vishal mega-mart,
subhiksha Contribution of retail industry in Indian GDP is 28% approx.
Marketing Strategies of RELIANCE RETAIL
RELIANCE RETAIL LTD has launched its much-awaited hypermarket format

(which also happens to be India’s largest hypermarket) called “Reliance Retail”.
After the successful launch of the supermarket format ”Reliance Retail” and the
consumer electronics concept mega store “Reliance Digital”, the hypermarket is
the third retail format launched by Reliance Retail.

Spread across 165,000 square feet of shopping area, Reliance Retail will provide
the shoppers a never-before-experienced shopping delight. The hypermarket will
carry a range of over 95,000 products catering to the entire family. Shoppers will
have the option to choose from a wide array of products in every category ranging
from fresh produce, food & grocery, home care products, apparel and accessories,
non-food FMCG products, consumer durables and IT, automotive accessories,
lifestyle products, footwear and much more.
Commenting on the launch, Shri. MukeshAmbani, Chairman and Managing

Director, Reliance Industries Ltd, said: “Organized retail has the potential to
trigger socio-economic transformation on an unprecedented scale in our country
and will bring about enormous spin-off benefits to the Indian economy and its
various constituents”.
“The launch of Reliance Retail is yet another step by Reliance Retail towards
providing international shopping experience to all our customers at unmatched
affordability, guaranteed quality and choice of products and services. Reliance
Mart marks the achievement of another milestone in our effort to unleash a retail
revolution in India.” ShriAmbani added.
Reliance Retail offers some unique services to the shoppers like tailoring, shoe
repair, watch repair, a photo shop, gift services and laundry services, all within
the store. The store also houses its own fresh bakery, serving “hot, off-the-oven”
bread and bread products throughout the day and local savories, an ice-cream
train for the kids, a chakki, ready-made batter and loose tea and pickle for the
housewives. Reliance will also sell fine jewelry and fashion jewelry as part of
its lifestyle section.

Reliance Retail will also house a health and wellness store providing
pharmaceutical drugs and other wellness products. For the shopper’s
convenience, the store has a cafeteria providing quality food and beverages for
ready consumption, an ATM machine and a consumer service/membership desk
to provide the customer a truly international shopping experience.
The hypermarket also launched a host of Reliance ’s own brands in select

categories with superior quality and affordable prices like “First Class”,
“Network, Netplay, Team Spirit” and Sparsh in Men’s and Women’s Formal /
Casual and Ethnic wear, “DNM- X” in the jeans category for men and women,
“Panda” for kids clothing and “ Grip” in the luggage section. The footwear
category will carry “Zig” in formal wear. “Hi Attitude” for semi -formal, “Tosco”
for party wear and “Monza” for the sports enthusiast. There are many products
that will be exclusively available in Reliance Mart stores only.
Reliance Retail, with 61 check-out counters has for the first time in India
introduced the Mobile POS system for faster check outs. This is aimed at reducing
customer wait-time. The store planning, atmospherics and layout has been
designed specifically to provide “a complete solution” to the customer. Reliance
will remain open from 10:00 a.m. to 10:00 p.m., seven days a week. The store
has over 400 highly skilled and trained customer sales representatives. will
continue to offer all its customers Reliance One, a common membership and
loyalty program across all its formats, which follows the philosophy of ‘Earn
Anywhere, Spend Anywhere’. Reliance will also provide easy and attractive
finance options, including 0% financing for your purchases on select

products. Reliance Retail plans to have a pan-India presence by opening over 30

Reliance Mart hypermarkets this year and over 500 by the end of 2010.
Service
It offers some unique services to the shoppers like tailoring, shoe repair, watch
repair, a photo shop, gifting services and laundry services all within the store
under one roof and also it has its own bakery shop.
Reliance Mart will also provide easy and attractive finance options, including
zero per cent financing for the purchases on select products. Reliance will
loyalty programme across all its formats, which follows the philosophy of 'Earn
Anywhere, Spend Anywhere'.
Future-Plans
The next two hypermarkets are to be opened in Jamnagar in Gujarat and in the
NCR by next month with plans to open 30 such marts by the year. Raghu Pillai,
President and CEO (operations and strategy), Reliance Industries Limited (RIL)
said the company is planning to set up 500 hypermarkets across 784 towns by
2010.
Strategy
The hypermarket would be selling the products on EDLP (every day low price)
basis at prices 15-20 percent lower than market prices.
In order to grow faster and better in local markets with higher margins, it has
focused largely on local brands instead of national brands or private labels. Local
brands include IndubenKhakrawala’sNamkeens, LijjatPapad, WaghBakri and
Madhur (spices brand). This is in addition to 100 private labels that Reliance

plans to display. Company’s Sources says that the share of regional brands in the
hyper marts would be over 10%.
Strengths
Keeping local brands at the outlets is more profitable and also makes the supply
chain more efficient. Being a bulk purchaser, Reliance Mart can offer products
at very low prices. Also taking into consideration the local brands, the products
at the outlets would be easily acceptable by the customers. And there would be
comparatively less efforts needed by the marketer to explain the product to the
consumers.
Weaknesses
In some cases, few regional brands strongly liked by the consumers offer lower
margins than that offered by the national brands. It has to face a tough competition
by big shopping malls i.e. Big Bazaar, Spencer Hyper, Vishal Mega Mart and the
upcoming Wall Mart.
Advertisement & promotion:-
Because of having very powerful brand image Reliance mart don’t invest on
digital media promotion. They use on print media only for make customer aware
about their offers & loyalty programs. They distribute broachers at the entry of
the store and sometimes in markets.

FOOD FRESH
FOOD & BEVERAGES

Snacks
Drinks
Cereals
Vegetables
Fruits

CHAPTER-2
RESEARCH DESIGN

Project Title:
“A Study on Marketing Strategy Towards Reliance Retail
Research design:-
A research design specifies the methods and procedures for conducting a

particular research.
According to Ker linger “Research design is a plan, structure and strategy of

investigation conceived so as to obtain answers to research questions and have to
control variance.”
STATEMENT OF THE PROBLEM
Relationship marketing has become a buzz word in marketing management

practice
and theory (Palma tier et al. 2006). Relationship marketing may be defined
as the
alignment of business processes with a customer strategy that increases
customer
loyalty and profits over time. The challenge then becomes implementing
relationship
marketing with absolute measures to guarantee customer classification and
monitoring
the return on customized offers to the market. Even though literature has
shown that
relationship marketing leads to performance, in practice firms struggle to
adapt models

to their business contexts. Firms look for ways to make accountable all
marketing
relationship strategy. We propose the concept of Customer Relationship
Marketing that
refers to the integration of literature on CRM (customer relationship
marketing),
Marketing Intelligence and Customer Accountability (i.e. planning and
control
activities oriented towards delivering customer
value).
OBJECTIVE OF THE STUDY:-
➢ Create synergistic effect by creating high quality and diversified portfolio

➢ Provide diversified financial services with focused people
➢ Appreciate uniqueness of each customer’s requirements and serve the
customers with product flexibility
➢ Diversification of sources of fund
➢ Enhance Corporate value through sustained growth.
SCOPE OF THE STUDY:-
This project gave us great exposure to the customer’s perception to the marketing
strategies adopted by the Reliance mart. Because it includes the service offered
by them. The study also identifies the attitudes and preference of the consumers.
The study also focused on Media through which the product reaches the
consumers this project helped us in knowing the market practically.

NEED OF CRM
❖ • Companies have to increasingly pursue a customer centric

competitive strategy
❖ rather than a product
centric one.
❖ • Customers demand constant access, immediate response & a
personalized
❖ • Focus is shifting from supply chain to demand chain
effectiveness.
❖ • Better understanding & intelligent management of customer
relationship is
❖ essential for
survival.
❖ • A CRM system consists of a historical view and analysis of
all the acquired
❖ or to be acquired customers. This helps in reduced searching
and correlating
❖ customers and to foresee customer needs effectively and
increase business.
❖ CRM contains each and every bit of details of a customer,
hence it is very
❖ easy for track a customer accordingly and can be used to
determine which
❖ customer can be profitable and
which not.
❖ In CRM system, customers are grouped according to
different aspects
❖ according to the type of business they do or according to
physical location
❖ and are allocated to different customer managers often called
as account
❖ managers. This helps in focusing and concentrating on each
and every

❖ customer
separately.
❖ A CRM system is not only used to deal with the existing
customers but is
❖ also useful in acquiring new customers. The process first
starts with
❖ identifying a customer and maintaining all the corresponding
details into the
❖ CRM system which is also called an ‘Opportunity of
Business’. The Sales
❖ and Field representatives then try getting business out of these
customers by
❖ sophistically following up with them and converting them into
a winning
❖ deal. All this is very easily and efficiently done by an
integrated CRM
METHODOLOGY OF THE STUDY:-
Research Methodology is a way to systematically solve the research problem.

When we talk to research methodology we not only talk of research methods but
also consider the logic behind the method we use in the context of our research
results are capable of being evaluated either by researcher himself or by other.
The purpose of this section is to describe the methodology carried out to complete
the work. The methodology plays a dominant role in any research work. The
effectiveness of any research work depends upon the correctness and
effectiveness of the research methodology.
This section deals with research design used, data collection, methods used and
sampling methods used.

RESEARCH INSTRUMENTS
• Percentage method has been used to analyze the effect of brands on respondents.
• Bar, pie diagrams had been used for better presentation and better understanding
data.
• The information collected is calculated in the forms of percentage to make
interpretation easy.
LIMITATIONS OF THE STUDY
Although it would have been nice to conduct a perfect research study, but this
study is conducted under certain limitations, which were faced while doing this
research. So it is highly recommended to consider these limitations while going
through the project study.
These limitations are as follows
• INHIBITIONS OF THE RESPONDENTS
The respondents did not reply the question with precision as they were busy
with their own work or they were not interested in taking part in such a
research. Employees sometimes feel hesitated while telling about their
view about their marketing strategies.

• RESEARCH HAS BEEN CONDUCTED IN A LIMITED

AREA
The research has been conducted for the Reliance mart(Maru Tower,
Kanke Road) but not all their retail outlet have been covered therefore it
has been mentioned that the research has been conducted in a limited area.
CHAPTER SCHEME
1. Chapter : Introduction
This part includes the introduction, industry profile and the theoretical part
of the study.
2. Chapter : RESEARCH DESIGN

This part includes the title of the study, statement of the problem,
objectives,
scope, need, methodology of the study, tools used in data collection,
limitations, chapter schemes, etc.
3. Chapter : COMPANY PROFILE

Inception, type, nature, board of directors, organization chart,
business operations, product profile, market share, competitors,
functional chart, future
4. Chapter: DATA ANALYSIS AND

INTERPRETATION
In this chapter data collected through survey is shown using bar
charts and pie chart

5. Chapter: SUMMARY OF
FINDINGS
This part includes the collection of
findings.
6. Chapter : RECOMMENDATIONS, SUGGESTIONS AND
COSLUSION
7. ANNEXURE
8. BIBLIOGRAPHY

CHAPTER:3
COMPANY PROFILE
COMPANY PROFILE
PROFILE OF RELIANCE FRESH
DATE OF ESTABLISHMENT 14th Aug. 2007
REVENUE RS.2500-5000crores
MARKET CAPITAL US $27.4 billion
HEAD QUARTER BTM LAYOUT Road,INDIRANAGAR ,
BANGALORE-45
BRANCHES Over a 100 stores across India
COMPANY TYPE HYPERMARKET
MANAGEMENT TEAM Mukesh D. Ambani - Chairman
& Managing Director
Nikhil R. Meswani - Executive Director
Hital R. Meswani - Executive Director
H.S.Kohli - Executive Director
Ramniklal H. Ambani
Mansingh L. Bhakta
Yogendra P. Trivedi
Dr. D. V. Kapur
M. P. Modi
S. Venkitaramanan
Prof. Ashok Misra
Prof.Dipak C Jain
Dr.RaghunathAnantMashelkar
OVERVIEW Reliance Retail Limited (RRL), a subsidiary
of Reliance Industries Limited under
MukeshAmbani, is Reliance Group’s foray
into organized retail. RRL is based on the
growth strategy of backward integration, and
it generates inclusive growth and prosperity
for farmers, vendor partners, small
shopkeepers and consumers.
RLL is the second largest retailer in India. Its
retail outlets offer foods, groceries, apparel

and footwear, lifestyle and home

improvement products, electronic goods, and
farm implements and inputs. The company’s
outlets also provide vegetables, fruits, and
flowers.
SUBSIDIARIES & DIVISION ● Reliance Retail - Retail Outlets of

UNDER RELIANCE RETAIL fruits, Vegetables & Groceries
●
INCEPTION AND HISTORY OF COMPANY
Reliance Retail Limited (RRL), a subsidiary of Reliance Industries Limited

under Mukesh Ambani, is Reliance Group’s foray into organized retail. RRL is
based on the growth strategy of backward integration, and it generates inclusive
growth and prosperity for farmers, vendor partners, small shopkeepers and
consumers.
RLL is the second largest retailer in India. Its retail outlets offer foods, groceries,
apparel and footwear, lifestyle and home improvement products, electronic
goods, and farm implements and inputs. The company’s outlets also provide
vegetables, fruits, and flowers.
s spin-off benefits to the Indian economy and its various constituents”.
“The launch of Reliance fresh is yet another step by Reliance Retail towards
providing international shopping experience to all our customers at unmatched
affordability, guaranteed quality and choice of products and services. Reliance
fresh marks the achievement of another milestone in our effort to unleash a retail
revolution in India.” Shri Ambani added.
Reliance fresh offers some unique services to the shoppers like tailoring, shoe
repair, watch repair, a photo shop, gift services and laundry services, all within
the store. The store also houses its own fresh bakery, serving “hot, off-the-oven”

bread and bread products throughout the day and local savories, an ice-cream
train for the kids,After the successful launch of the supermarket format ”Reliance
Retail” and the consumer electronics concept mega store “Reliance Digital”, the
hypermarket is the third retail format launched by Reliance Retail.
Spread across 165,000 square feet of shopping area, Reliance fresh will provide
the shoppers a never-before-experienced shopping delight. The hypermarket will
carry a range of over 95,000 products catering to the entire family. Shoppers will
have the option to choose from a wide array of products in every category ranging
from fresh produce, food & grocery, home care products, apparel and accessories,
non-food FMCG products, consumer durables and IT, automotive accessories,
lifestyle products, footwear and much more.
Commenting on the launch, Shri. Mukesh Ambani, Chairman and Managing

Director, Reliance Industries Ltd, said: “Organized retail has The potential to
trigger socio-economic transformation on an unprecedented scale in our country
and will bring about enormou a chakki, ready-made batter and loose tea and
pickle for the housewives. Reliance fresh will also sell fine jewelry and fashion
jewelry as part of its lifestyle section.
Service/Offered
It offers some unique services to the shoppers like tailoring, shoe repair, watch
repair, a photo shop, gifting services and laundry services all within the store
under one roof and also it has its own bakery shop.
Reliance Retail will also provide easy and attractive finance options, including
zero per cent financing for the purchases on select products. Reliance Retail will

loyalty programme across all its formats, which follows the philosophy of 'Earn
Anywhere, Spend Anywhere'.
TYPE
Reliance Retail Limited (RRL), a subsidiary of Reliance Industries Limited

under MukeshAmbani, RLL is the second largest retailer in India.
Its retail outlets offer foods, groceries, apparel and footwear, lifestyle and home
improvement products, electronic goods, and farm implements and inputs.
Nature
Reliance Retail is involved in the business of Retail Outlets market its
products under the brand name of Reliance Retail it generates inclusive
growth and prosperity for farmers, vendor partners, small shopkeepers
and consumers . RLL is the second largest retailer in India.
BOARD OF DIRECTORS
Name:- Mukesh D. Ambani

Designation:- Chairman & Managing Director
1. Nikhil R. Meswani - Executive Director

2. Hital R. Meswani - Executive Director
3. H.S.Kohli - Executive Director
4. Ramniklal H. Ambani
5. Mansingh L. Bhakta
6. Yogendra P. Trivedi
7. Dr. D. V. Kapur
8. M. P. Modi

ORGANISATION CHART
M.D Managing Director

1. E. D Executive Director
2. GEN. MGR (R&D/P&M)
3. General Manager (R&D / Production & Management)
4. GEN. MGR (F) General Manager (Finance)
5. DY. GEN MGR (FTD) Deputy General Manager (Foreign Trade)
6. DY. GEN MGR (MTLS & Stores)
7. Deputy General Manager (Materials & Stores)
8. AGM (R&D) Assistant General Manager (R&D)
9. AGM (HRD) Assistant General Manager (HRD)
10. MGR (MDs Office) Manager (MDs Office)
11.MGR (MIS) Manager (Management Information System)

BUSINESS OPERATIONS
Reliance Retail is the retail initiative of the group and is central to our consumer
facing businesses. It has in a short time forged strong and enduring bonds with
millions of consumers by providing them unlimited choice, outstanding value
proposition, superior quality and unmatched experience across all its stores.
Reliance Retail has adopted a multi-prong strategy and operates chain of

neighbourhood stores, supermarkets, wholesale cash & carry stores, specialty
stores and online stores and has democratized access to a variety of products and
services across diverse segments for Indian consumers.
MILE STONES OF THE COMPANY:
2006
Reliance Industries ventures into organised retail through Reliance Retail

with its first Reliance Retail store in Hyderabad
2007

Launches Reliance Digital, a consumer electronics retail chain
2008
Reliance Retail opens its first fashion & lifestyle store under Reliance
Trends and Reliance Footprint brands
2010
Crosses 1,000 stores mark
Announces partnerships with Zegna, QuikSilver & Steve Madden
2011
Launches wholesale cash-n-carry store chain - Reliance Market
2014
Launches Reliance Digital Express Mini, a chain of small stores dealing in

mobility and communication devices
2015
Reliance Retail 2.0 unveiled with launch of multi-channel initiatives

Announces partnership with BCBGMAXAZRIA, Juicy Couture and

Cherokee
2016
Launches www.ajio.com a curated fashion e-commerce platform and

www.Footprint360.com a multi-channel e-commerce platform for Reliance
Footprint
2017
Reliance Retail crosses $5 billion revenue mark
Launched www.Reliance trends.com a multi-channel e-commerce platform

for Reliance Trends
2018
Largest store expansion by an Indian Retailer in a year - Launched 3,736 Jio

Points across more than 4,400 cities in India.
2019
Reliance Retail makes its first international foray with 100% acquisition of
marquee British Toy retailer Hamleys.

PRODUCT PROFILE
Zeppelin : Mens Shirts & Trousers Fizzy Babe Ladies & Kids
: Girls
Kitaan Mens Shirts & Trousers Jasmine : Ladies & Kids Girls
Studio :
Blues & Mens Trousers Zero Kids Boys
Khakis : Degree :
Paranoia : Mens Shirts & T-Shirts Soil : Mens Shirts
Chlorine : Mens Shirts Massa Bay Mens Trousers
: &Bermudas
HOME FURNISHING
Drawing Room Bedroom

Door Mat Bed Sheet
Carpet Pillows

Curtains Pillow Cover

Kitchen Bathroom
Apron Bath Mats
Kitchen Napkin Towel Gift Sets
FOOTWEAR
BOYS GIRLS
Shoes Slippers
Sandals Sandals
LADIES MENS
Shoes Shoes
Slippers Slippers
MENS
Upper Lower
Shirt Casual Jeans(MP)
Shirt Formal Cotton Trouser(MPC)
Ethnic & Sports Winter Wear
Night Suits Suit(WMC)
T-Shirts Blazer(WMB)
Dupatta Windcheater(WMW)
Sherwani Jacket

LADIES ACCESSORIES
Upper Lower
Kurta Pants Jeans
Skirt Top Capri
Ethnic Winter Wear
Nighty Jackets
Lancha Stawl
Sharara Blazer
Salwar Suit Track Suit
INFANTS
Garments Accessories
Hot Pant Bed Sheet
Frock Under Garments
Baba Suit Socks

KIDS BOYS
Lower Sets Winter Wear

Jeans Night Suit Suit
Bermudas Baba Suit Blazer
Dungries Jacket
Upper Ethnic
Shirt Kurta- Pyjama
Formal
T-Shirt Sherwani
LIFESTYLE
Time Zone Opticals Gifts &

Novelties
Ladies Wrist Ladies Sun Flower Vase
Watch Glass
Mens Wrist Mens Sun Glass Key Chain
Watch
Mens Electric & Perfume/Deo
Accessories Electronics
Items
Belts Battery(ABT) Spray
Wallets Calculator(EEC) Deo

FOOD MART
FOOD & BEVERAGES

Snacks
Drinks
Cereals
Vegetables
Fruits
MARKET SHARE
Reliance Retail Ventures Limited( Holding Company) holds 99.95% shares

in Reliance Retail.
According to international
standards, a retail store is nominated
as organized only when it features
more than 10 employees. The above
chart clearly portrays the miserable
condition of India's organized retail
A forecast of 40% annual growth in the organized retail sector seems sound. The
number of shopping malls in India has grown from 1 in 2001 to 100 in 2005 but
still more effort is needed to turn the predictions into reality.

Studies have further showed that non-urban areas account for only about 15% of
organized retailing So it is high time that the retail industries pay importance to
diversification and reach out to non-urban markets. If they remain confined to the
metropolis then they will soon hit a ceiling and will be able to grow no more. But
at the same time they must realize that the rustic people are sceptic about the
urbane lifestyle habits. The mega retail players will have to drop their policy of
full extraction of consumer surplus and will have to employ the local people to
overcome the myth that entry of a branded retail will displace the millions of
traders, shopkeepers and hawkers.
Protests must be welcomed and meetings encouraged makinglife easier.
Retail markets in Germany, South Africa and many other countries allow 100%
foreign investment in retail. This has helped in setting up of cash and in creating
wholesale markets. However, in India, only 51% FDI is allowed in single-brand
retail and that too with prior approval. In case of multi-brand retail, FDI is
completely prohibited. This is a perfect beginning but foreign investment should
be gradually liberalized to modernize farming and help farmers scale up.
Moreover, restricting FDI for protecting mom-and-pop stores seems unjustifiable
since Tata, Reliance and Bharti have already made a foray in the sector.
COMPETITOR’S OF RELIANCE RETAIL AND SERVICES
The top 10 competitors in Reliance Retail Direct's competitive set are Bigbasket,
Grofers, Go4fresh, PepperTap, Nature's Basket, Tokri, GrocerKey, DMart,
Milkbasket and Kingbasket.


FUNCTIONAL CHART OF THE COMPANY

FUTURE PROSPECTS AND GROWTH OF THE COMPANY
New Delhi: Reliance Retail posted a 67% jump in operating profit to Rs 2,322
crore for the fiscal second quarter, when its revenue rose 27% to Rs 41,202 crore.
... “Continuing growth trends in our retail business is heartening,” Reliance
Industries chairman Mukesh Ambani said, The revenue for the quarter surpassed
the milestone of Rs 40,000 crore. To put the scale in perspective, this is higher
than the annual revenue registered by the next largest retailer in the country,” a
company statement said. Reliance ’s closest rival, Future Group, has around Rs
35,000 crore .During the second quarter, Reliance Retail added 337 stores, taking
the total number of outlets to 10,901, spread over 24.5 million sq ft in nearly
6,700 towns and cities.In the quarter, Trends Small Town crossed 100 stores.
New Delhi: Reliance Retail posted a 67% jump in operating profit to Rs 2,322
crore for the fiscal second quarter, when its revenue rose 27% to Rs 41,202 crore.

... “Continuing growth trends in our retail business is heartening,” Reliance

Industries chairman Mukesh Ambani said, The revenue for the quarter surpassed
the milestone of Rs 40,000 crore. To put the scale in perspective, this is higher
than the annual revenue registered by the next largest retailer in the country,” a
company statement said. Reliance ’s closest rival, Future Group, has around Rs
35,000 crore .During the second quarter, Reliance Retail added 337 stores, taking
the total number of outlets to 10,901, spread over 24.5 million sq ft in nearly
6,700 towns and cities.In the quarter, Trends Small Town crossed 100 stores.
Future/Plans
The next two hypermarkets are to be opened in Jamnagar in Gujarat and in the
NCR by next month with plans to open 30 such marts by the year. Raghu Pillai,
President and CEO (operations and strategy), Reliance Industries Limited (RIL)
said the company is planning to set up 500 hypermarkets across 784 towns by
2010.
1. Over or under-pricing their work can mean a very short future for any
business. Approximately 60% customers think that Price is the most
important factor while they go for shopping in a retail stores
2. Quality in everyday life and business, engineering and manufacturing has
a pragmatic interpretation as the non-inferiority, superiority or usefulness
of something. This is the most common interpretation of the term. The
quality of a product or service refers to the perception of the degree to
which the product or service meets the customer's expectations. Quality
has no specific meaning unless related to a specific function and/or object.
Quality is a perceptual, conditional and somewhat subjective attribute. And
in addition to that, more than 90% of customers place quality as the most
important factor than anything else in the list to shop in a retail store.

3. More than 70% of customers place variety as an important factor to shop

in a particular retail store.
4. Brands name bears an important role while shopping of any type of goods.
So building a brand for a retail store is important as 80% of customer still
prefer to buy branded clothes in the retail store instead of local or
unbranded clothes.

CHAPTER 4
DATA ANALYSIS AND INTERPRETATION

Reliance Retail is considered as a better retail outlet of Rohtak. About 61% of

the
respondents like the goods & services of Reliance Retail, 27 % other sources,
only 8%
prefer Subhiksha and RCM preference is only 4%. However, to reach those that
are
unfamiliar or that have had a poor prior radio experience, education might be in
order.
Gender
60
50
40
30
20
10 Gender
0
Male Female
Gender

INTERPRETATION:
From the above chart maximum number of females at 56% are active
consumers of Reliance and 44% male consumers.
AGE GROUP TABLE NO 1
SL NO AGE GROUP RESPONDANTS PERCENT

In Lakh
1 15-20 YEARS 8 16
2 21-25 YEARS 21 42
3 26-30 YEARS 15 30
4 31+ YEARS 6 12

TOTAL 50 100
ANALYSIS:
From the above table 15-20 years of age group has 8 Lakh
responses, 21-25 years of age group have 21 Lakh responses, 26-
30 years of age group has 15 and 31+ has 6 Lakh responds.
AGE GROUP CHART NO 2
AGE GROUP
45
40
35
30
25
20
15
10
0
15-20 21-25 26-30 31+
AGE GROUP

INTERPRETATION:
From the above chart the age group of 21-25 years has the highest number
of responses and at the lowest 31+ years of age group.
CUSTOMER’S SATISFACTION FOR RELIANCE
Table No 03
SL No Opinions No.of Percentage

respondents in
Lakh
1 Highly satisfied 25 50
2 Satisfied 12 24
3 Neutral 5 10
4 Dissatisfied 5 10
5 Highly 3 6
dissatisfied
Total 50 100

Analysis:
According to this table the 50% customer of the dealers are Highly Satisfied, 24%
are satisfied from servicing or after sales servicing, 10% is the percentage of those
customers who are in the neutral and 10% of the respondents are dissatisfied and
6% are highly dissatisfied.
CUSTOMER’S SATISFACTION FOR RELIANCE RETAIL
CHART NO 3
50
50
45
40
35
30
24
25
20
15
10 10
10
6

Interpretation:
From the above chart 50% of the respondents are highly satisfied and 6%
are highly dissatisfied.
FEATURES OF RELIANCE RETAIL
TABLE NO 4
SL No Opinions No. Of respondents Percentage

In Lakh
1 Price 23 46
2 Quality 10 20
3 Service 14 28
4 Others 3 6

Total 50 100
ANALYSIS:
According to this table 46% of the respondents have given opinions for Price
and 20% of the respondents have given opinions for quality, 28% of the
respondents have given opinions for service and 6% of the respondents have
given the opinions for others.

FEATURES OF RELIANCE
CHART NO 4
50
45
40
35
30
25
46
20
15 28
20
10
5
6
Interpretation:
From the above chart 46% of the respondents have given the opinions for
Price and 6% have given the opinions for others.

THE PERFORMANCE OF THE COMPANY
TABLE NO 5
SL No Opinions No. Of respondents Percentage

in Lakh
1 Excellent 12 24
2 Very good 25 50
3 Good 12 24
4 Poor 1 2

Total 50 100
ANALYSIS:
The above analysis shows that there are 24% customers that are highly
satisfied from the performance of company, there is 50% response in very
good and 24% response for good, also there is 2% response of poor
performance of company.
CHART NO 5
2%
24%
24%
50%

INTERPRETATION:
From the above chart we understand that there is huge number of

customers that are satisfied with the performance of the company, data is
concerned with those customers who are the existing customers of
Reliance Retail and data is also concerned with new customers.
RANK OF RELIANCE ACCORDING TO SATISFACTION LEVEL
TABLE NO 6
SL NO Rank for the Value in Lakh Percentage of

satisfaction Responded in
level in Lakh Lakh
1 1 16 32
2 2 14 28
3 3 10 20
4 4 6 12
5 5 4 8
TOTAL 50 100

ANALYSIS:
The table shows the rank for the customer satisfaction level 1st is highest
with 32% and the 2nd rank is 28% and 3rd rank with 20% 4th rank with 12%
and the lowest rank 5th with 8%.
RANK OF THE RELIANCE ACCORDING TO THE

SATISFACTION LEVEL
CHART NO 6
16
16
14
14
12
10
10
6
6
4
4
0
1 2 3 4 5

INTERPRETATION:
By the analysis its found that there is huge number of customers in

RELIANCE who are satisfied by the company.
TYPE OF REPORT SHARED BETWEEN CUSTOMER AND

COMPANY
TABLE NO 7
SL No Customer Value in Lakh Percentage % of

Opinion Respondents
1 Excellent 12 25
2 Very good 25 50
3 Good 10 20

4 Poor 3 5
TTOTAL 50 100
ANALYSIS:
The table shows that there is 25% opinion for the excellent and 50%
response for good, 20% for good and also there is 5% opinion for poor
relationship with the Company.

TYPE OF REPORT SHARED BETWEEN

CHART NO 7
25
25
20
15
12
10
10
5
3
0
Excellent Very good Good Poor
INTERPRETATION:
There should be good relation between customer and Company because it
helps to increase the sales of company and also helpful for making the
customer relationship management.

ABOUT COMPANY AFTER SALES SERVICE
TABLE NO 8
SL No Customer Opinion Value in Lakh Percentage of

Responded
1 Excellent 12 24
2 Very Good 25 50
3 Good 8 16
4 Poor 5 10
TOTAL 50 100

ANALYSIS:
The table shows that there is 24% customer response for excellent services
of company and 50% for very good, 16% for good and 10% responded for
poor services of the company.
ABOUT COMPANY AFTER SALES SERVICE
CHART NO 8
10%
16% 24%
Excellent
Very good
Good
50% Poor
INTERPRETATION:
It is important to know the after sales services of the company it shows the
customers satisfaction and also shows the customer relationship
management.

THE FACTOR THAT DRIVES FOR THE PURCHASE OF

THE SERVICE, TABLE 9
SL No CATEGORY RESPONDENTS Percentage of

In Lakh Responded
1 Safety 17 34
2 Benefits 12 24
3 Comfort 11 22
4 Brand 10 20
Total 50 100

ANALYSIS:
The safety of the services is higher at 34% and the benefit is 24%, the
comfort is up to 22%, and the brand is only 20%.
THE FACTOR THAT DRIVES FOR THE PURCHASE OF

THE SERVICE
CHART 9
35
30
25
20
15
10
0
Safety Benefits Comfort Brand
INTERPRETATION:
From the above chart it is found 34% are giving more importance to safety,
and 24% are giving for benefits, and 22% are giving for comfort, and 20%
are giving for the brand. The majority of the customers are giving more
importance to safety.

MEDIA THAT IS BEST SEATED FOR THE

COMPANY TABLE 10
SL No CATEGORY RESPONDENTS PERCENTAGE

In Hundred
1 News papers 12 34
2 T. V 13 26
3 Hoardings 11 22
4 Events 9 18

TOTAL 50 100
ANALYSIS:
From the above table the media as 34% newspapers, 26% T.V, 22% of the
respondents
Hoardings and 18% of the respondent’s events.
MEDIA THAT IS BEST SEATED FOR THE

COMPANY CHART 10
18%
34%
News papers
22% T.V
Hoardings
26% Events
INTERPRETATION:
Out of 50 people who participated in survey it is found 34 are known about
the COMPANY by newspapers.26 are known by T.V. and 28 are known
by hoardings and 18 are known by events.

RECOMMEND OF THE
RELIANCE TABLE NO 11
SL No Levels of Respondent in Percentage

recommend Lakh
1. 19 38
Very likely
2. Somewhat likely 10 20
3. Neither likely nor 9 18

unlikely
4. Somewhat 7 14
unlikely
5. Very unlikely 5 10
TOTAL 50 100
Analysis:
From the above table the recommend of RELIANCE are as 38%, 20%
somewhat likely, 18% of the respondents neither likely nor unlikely and
14% of the respondents are somewhat unlikely and 10% are very unlikely.

RECOMMEND OF THE RELIANCE CHART No 11
20
18
16
14
12
10
19
6
10
9
4
7
5
2
0
1 2 3 4 5 6 7 8 9 10
INTERPRETATION:
From the above chart the recommendations of RELIANCE are 38% that
are very likely and 10% very unlikely.
THE SERVICES BY RELIANCE TABLE NO 12

SL Levels of Services Respondent in Percentage

NO Lakh
1 Once a month 18 36%
2 2-5 times in a month 15 30%
3 Once in 2-3 months 11 22%
4 6 12%
I don’t use
TOTAL 50 100%
ANALYSIS:
From the above table the services given by the company 36% of the
respondents says that once a month, 30% of the respondent’s state that the
services are provided 2-5 in a month. 22% of the respondents says that
once in 2-3 months, and 12% of the respondents say they do need the
service.

THE SERVICES BY RELIANCE
CHART NO 12
12%
36%
once a month
22% 2-5 times a month
once in 2-3 months
I don’t use
30%
INTERPRETATION:
From the above chart the service taken by the customers the highest
services are 36% Once in a month and 12% of the respondent’s state that
they do use the services provided to them.

THE AREAS OF IMPROVEMENT NEEDED IN

RELIANCE
TABLE NO 13
SL No Levels of Respondent in Percentage

Satisfaction Lakh
1 Service 25 50%
2 Behavior of 13 26%
salesmen
3 Customers care 9 18%
4 Others 3 6%

TOTAL 50 100%
ANALYSIS:
From the above table the areas of improvements that is needed at
RELIANCE are 50% in the service area and 6% in other area.

THE AREAS OF IMPROVEMENT NEEDED IN

RELIANCE
CHART NO 13
25
25
20
15
13
10 9
5
3
0
Service Behavior Others
of Customers
salesmen care
INTERPRETATION:
From the above chart the area that is to be improved is that the respondents
are happy with the services with 50% and 6% on others.

USAGE OF THE CRM APPLICATIONS
TABLE NO 14
SL No Opinions No. of Percentage

respondents in
Lakh
1 Extremely often 25 50
2 Very often 15 30
3 Moderately often 10 20
4 Slightly often 0 0
Total 50 100

ANALYSIS:
From the above table 50% of the respondents use it extremely often, 30%
of the respondents use it very often and 20% of the respondents use it
moderately often.
USAGE OF THE CRM APPLICATIONS
CHART NO 14
0%
20%
EXTREMELY OFTEN
VERY OFTEN
50%
MODERATELY OFTEN
SLIGHTLY OFTEN
30%

INTERPRETATION:
From the above chart the usage of the CRM applications 50% of the
respondents use it extremely often and 10% for slightly often.
CRM APPLICATION PREFERENCES BY THE

CUSTOMERS
TABLE NO 15
SL No Opinions No. of respondents in Percentage

Lakh
1 Yes 26 62
2 No 4 8

Total 50 100
ANALYSIS:
From the above table the CRM application is updated and used by 92%
customers and 8% of the respondents say that they are outdated.
CRM APPLICATION PREFERENCES BY THE

CUSTOMERS CHART NO 15
yes no
100
92
90
80
70
60
50
40
30
20
10 8
0
1

INTERPRETATION:
From the above chart the CRM application preferences by the customers
are used by highest number of the respondent and 8% of them state it as
outdated.
IMPORTANCE OF CRM TO BUSINESS
TABLE NO 16
SL No Opinions No. of Percentage

respondents in
Lakh
1 Extremely 24 48
important
2 Very important 13 26
3 Moderately 9 18
important
4 Slightly important 3 6
5 Not important at 1 2
all

50 100
Total
Analysis
From the above table 48% of the respondent say that it is extremely
important, 26% state it is very important, 18% of the responses state it as
moderately important, 6% of them say that it is slightly important and 2%
of the respondents say that it is not important.

IMPORTANCE OF CRM TO BUSINESS CHART NO 16
50 48
45
40
35
30
26
25
20 18
15
10
6
5
2
0
EXTREMELY VERY important MODERATELY SLIGHTLY not important at
Important important important all
INTERPRETATION:
From the above chart the CRM application importance is been taken as the
extremely important by more number of respondents and it is not
important at all for few respondents.



CHAPTER 5
SUMMARY OF FINDING

FINDINGS
1. The choice of a store location has a profound effect on the entire business
life of a retail operation. A bad choice may all but guarantee failure, a good
choice, and success.
2. Choosing a retail location is, at best, a risky undertaking. Considering the
consequences of choosing a location that proves to be unsuitable, it pays to
get as much assistance as possible. According to a survey more than 60%
of the customer prefers to shop in a retail store which is easily accessible
to them.
3. Advertising plays a very important role in achieving growth for any retail
company. This is evident from the fact that Advertising by Retail Industry
registered a rise of 14 percent during January - May 2009 over January -
May 2008.
4. The right location, trained manpower, software assistance, product with a
distinct differentiation, a strong value proposition, efficient supply chain
management - these are the factors that influence the success of a retail
outlet. With competition in this segment increasing, differentiation and a
strong value proposition assume significance. Retail chains are realizing
that they cannot be another ‘me-too’ store. The differentiation today among
the 5-6 retail chains has come through private labels, which in some cases
account for as much as 70 per cent of the total merchandise in the outlet.
5. Variety offered by any retail store is of very much important to attract all
type of customers in the stores. A large variety of products caters to each
segment of customers.
6. Shopping experience within a store also has a great impact on selecting a
product from a particular retail store. Overall ambience includes
infrastructure facilities provided by the store such as air conditioners.

Pricing is in fact a dramatic controller of at least 3 key strategic elements to any

company's success: Company’s image, the product and services company sells
and consumer behavior. The Importance of Pricing their Products' will give them
an insight into developing appropriate costing methods and the impact of getting
it wrong in today's competitive creative market. This topic should be of interest
to anyone who is unsure if they are getting it right. Remember the difference
between:
1. Over or under-pricing their work can mean a very short future for any
business. Approximately 60% customers think that Price is the most
important factor while they go for shopping in a retail stores
2. Quality in everyday life and business, engineering and manufacturing has
a pragmatic interpretation as the non-inferiority, superiority or usefulness
of something. This is the most common interpretation of the term. The
quality of a product or service refers to the perception of the degree to
which the product or service meets the customer's expectations. Quality
has no specific meaning unless related to a specific function and/or object.
Quality is a perceptual, conditional and somewhat subjective attribute. And
in addition to that, more than 90% of customers place quality as the most
important factor than anything else in the list to shop in a retail store.
3. More than 70% of customers place variety as an important factor to shop
in a particular retail store.
4. Brands name bears an important role while shopping of any type of goods.
So building a brand for a retail store is important as 80% of customer still
prefer to buy branded clothes in the retail store instead of unbranded cloths.

CHAPTER 6
SUGGESTION AND CONCLUSION

CONCLUSION
Given the developments and prospects, the Indian retail sector is in its nascent
stage of evolution. While there are obstacles, there are clear opportunities in
modern retailing in India. There are many lessons that India can take from other
countries, which have moved along the path of retail evolution. The retail sector
has proved to be of immense significant from macro-economic point of view.
The sector’s capability to give strong growth momentum by creating multiplier

effects on other sectors is not in dispute. It is now necessary to cautiously expand
and develop the sector, as the government, at present, has done by permitting
partial FDI in the sector. Given the scope, the retail sector is certainly expected
to fetch the long-term economic benefits for the country.
The convenience and personalized service offered by the unorganized sector

holds its future in good stead for the future. Organized retail of late has seen a
tremendous boom and is attracting more people to the malls.
What is to be seen is how organized retail can duplicate the same level of
personalized customer service levels offered by the unorganized sector to have a
higher conversion ratio.
The target audience for both the organized and unorganized retail formats remains
relatively the same. When shopping in malls, people value the experience related
to the trip the most and return most frequently for the same. Besides, while
enjoying the experience they seem to buy high ticket and items of conspicuous
consumption most frequently.

Gaining and maintaining consumer preference is a battle that is never really

won. Continued and consistent branding initiatives that reinforce the consumer’s
purchase decision will, over time, land the product in consumer preference sets.
Attaining and sustaining preference is an important step on the road to gaining
brand loyalty
SUGGESTIONS
1. Include more trained sales person to help customers in the store while
shopping.
2. Improve quality of the products especially clothes.
3. Play good songs or soothing music in the store rather than cheap filmy
songs.
4. Customer care service can be introduced
5. More branded products can be displayed in the store as people still prefer
branded clothes than offered by local vendors.
6. Constant reminder of discounts through pamphlets, speakers inside the
store for inducing consumers for impulse buying.
7. Add more cosmetic products as its having a huge market of consumers
attached to it.
8. Display of product should be improved so that the product is easily visible
to the consumers.
9. Proper advertisement in press and outdoor to make Vishal Mega Mart
should be visible in the eyes of consumers.
10.Should have parking spaces in front of every store.
11.Hire more salesgirls as in ladies section its very difficult for both the
consumers and salesman to interact with each other.
12.Regular training to sales person to improve there overall performance.

13.Customization of clothing should be given an important consideration.

14.Proper packaging and provide contrast labelling in displays of product.
15.Should apply electronic supply chain management for better inventory
management.
16.Proper power back up as air conditioners are not working to their full
capacity at many stores.
17.Proper placements of Gondola in the stores as space between them are very
less.
18.Proper display in the gondola and top most rack of the gondola should be
used for storing of inventory rather than display of product.
19.Should provide more festival schemes and at proper time.
20.Should use psychological pricing-more discounts by increasing the price
21.Proper display of cutlery items
22.Clothes should be in sync with fashion.

ANNEXURE

Questionnaires
Name:
Occupation:
Contact No:
Address:
1) State your gender?
a. Male
b. Female
2) Age group?
a. 15-20 years of age

b. 21-25 years of age
c. 26-30 years of age
d. 31+ years
3) What is the level of satisfaction towards RELIANCE ?
a. Satisfied
b. Dissatisfied
c. No comments
d. Highly satisfied

4) What are the features would you like most in RELIANCE ?
a. Price
b. Quality
c. Service
d. Others
5) What is the performance of the company?
a. Excellent
b. Good
c. Very good
d. Poor
6) What rank will you give to RELIANCE as for the satisfaction level?
a. 1
b. 2
c. 3
d. 4
e. 5
7) What type of report shared between Customer and Company?
a. Excellent
b. Good
c. Very good
d. Poor

8) How do you rate the company after sales service?

a. Good
b. Very good
c. Excellent
d. Poor
9) What is the factor that drives you for the purchase of the Service?
a. Safety
b. Benefits
c. Comforts
d. Brand
10) Which of the following media in your view is the best seated for the
Company?
a. News papers
b. T.V
c. Hoardings
d. Events
11) How likely are you to recommend our company to a friend or colleague?
a. very likely
b. Somewhat Likely
c. Neither likely nor unlikely
d. Somewhat unlikely
e. Very unlikely

12) How often do you use the services by RELIANCE ?
a. Once a month
2-5 times in a month
Once in 2-3 months
I don’t use
13) According to you what are the areas of improvement needed in RELIANCE?
a. Service
b. Behavior of salesmen
c. Customers care
d. Others…
14) How often do you use the data collected by the CRM applications?
a. Extremely often
b. Very often
c. Moderately often
d. Slightly often
15) Do you think the data that is collected by the CRM applications around your
customers’ preferences is outdated?
a. YES
b. NO

16) How important is CRM to your business?
a. Extremely important
b. Very important
c. Moderately important

BIBLIOGRAPHY

BIBLIOGRAPHY
1. www.Reliance mart.com
2. www.ril.com>bussiness
3. en.wikipedia.org/wiki/Reliance _Fresh
4. en.wikipedia.org/wiki/File:Reliance _Mart
5. www.scribd.com/.../marketing-strategies-adopted-by-Reliance -mart-vi...
6. www.thehindubusinessline.com/news/states/article3847767.ece
7. www.customercareinfo.in/Reliance -retail
8. Reliance world.in/
9. www.offersincities.com/product.php?id_product=79
10.www.Reliance digital.in/returnpolicy.html
REFERENCES
1. The Hindu
2. Times of India
3. Economic Times
4. Reliance Retail Bahubazar
5. Reliance Retail Plaza
6. Reliance Mart Kanke
7. Reliance Footprint Upper Bazar


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A project report on

A PROJECT REPORT PREPARED

AWARD OF THE DEGREE OF

IRTEQA AHMED QURESHI

(Reg. No. 17IABBA061)

Department of Management Studies

Indian Academy Degree College

Hennur Main Road, Bangalore- 43

This is to certify that Mr. Irteqa Ahmed Qureshi (17IABBA061)

We wish him success for his future endeavours.

From, Reliance Retail

I hereby declare that “A STUDY ON MARKETING STRATEGY ON RELAINCE

Place: Bangalore Name: AHMED QURESHI

Date: Register Number:17IABBA061

This to certify that the project report entitled “ A STUDY ON MARKETING

Place: Bangalore Mrs. SHALINI.S

No work can be accomplished alone. It needs of various people to give a final

I would like to express my sincere thanks to Dr. E JEROME XAVIER,

I am indebted to my Project guide, Mrs. SHALINI.S (Head Of Department of

My special thanks go to Mr. ADNAN, BESCOM, Bangalore for granting

I am thankful to other distinguished faculties, my parents and friends for their

Place: Bangalore Mr. AHMED QURESHI

INDIAN ACADEMY DEGREE COLLEGE – AUTONOMOUS pg. 1

CHAPTER TITLE PAGE NO:

01. INTRODUCTION 09-26

02. RESEARCH DESIGN 27-34

03. COMPANY PROFILE 35-54

04. DATA ANALYSIS AND 55-92

05. SUMMARY OF FINDINGS 92-95

06. CONCLUSION AND SUGGESTION 96-99

07. ANNEXURE, QUESTIONNAIRES AND 100-107

INDIAN ACADEMY DEGREE COLLEGE – AUTONOMOUS pg. 2

1. AGE GROUP 56-57

4. THE PERFORMANCE OF THE COMPANY 64-65

INDIAN ACADEMY DEGREE COLLEGE – AUTONOMOUS pg. 3

7. ABOUT COMPANY AFTER SALES SERVICE 71

8. THE FACTOR THAT DRIVES FOR THE 73

INDIAN ACADEMY DEGREE COLLEGE – AUTONOMOUS pg. 4

INDIAN ACADEMY DEGREE COLLEGE – AUTONOMOUS pg. 5

4. THE PERFORMANCE OF THE COMPANY 65

INDIAN ACADEMY DEGREE COLLEGE – AUTONOMOUS pg. 6

INDIAN ACADEMY DEGREE COLLEGE – AUTONOMOUS pg. 7

INDIAN ACADEMY DEGREE COLLEGE – AUTONOMOUS pg. 8

INDIAN ACADEMY DEGREE COLLEGE – AUTONOMOUS pg. 9

PART-A ABOUT SUBJECT

Philip Kotler defined marketing as "Satisfying needs and wants through an

Marketing refers to activities a company undertakes to promote the buying or

The production centered system systematically changed into relationship era

INDIAN ACADEMY DEGREE COLLEGE – AUTONOMOUS pg. 10

The Marketing Environment includes the Internal factors (employees,

INDIAN ACADEMY DEGREE COLLEGE – AUTONOMOUS pg. 11

INDIAN ACADEMY DEGREE COLLEGE – AUTONOMOUS pg. 12

Marketing strategy method of focusing an organization's energies and resources

INDIAN ACADEMY DEGREE COLLEGE – AUTONOMOUS pg. 13

Marketing Concepts are;

● Societal Marketing Concept.

The Marketing Plan

INDIAN ACADEMY DEGREE COLLEGE – AUTONOMOUS pg. 14

Marketing strategies may differ depending on the unique situation of the

● Strategies based on market dominance - In this scheme, firms are

INDIAN ACADEMY DEGREE COLLEGE – AUTONOMOUS pg. 15

INDIAN ACADEMY DEGREE COLLEGE – AUTONOMOUS pg. 16

PART B: ABOUT INDUSTRY