INDEX

PAGE NO:
CHAPTERS CONTENTS

 EXECUTIVE SUMMARY 2-15

CHAPTER 1 INTRODUCTION

2(A): INDUSTRY PROFILE

CHAPTER 2
2(B): COMPANY PROFILE

CHAPTER 3 MARKETING STRATEGY

CHAPTER 4 RESEARCH
METHODOLOGY

DATA ANALYSIS
CHAPTER 5
AND
INTERPRETATION
RESULTS

 FINDINGS,SUGGESTIONS,
RECOMMENDATIONS
ANDCONCLUSION.

CHAPTER 6  BIBLIOGRAPHY

 QUESTIONNAIRE

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 EXECUTIVE SUMMARY

Reliance Industries Limited (RIL) is world’s leading and India’s fastest revenue generating company. RIL
group is a highly diversified group and is in to multi product business like oil and gas exploration, retail of
petroleum and consumer products and manufacturing of petrochemical and refining and textile products.

They are also operating in the infrastructure and transportation sectors. The Reliance Group, founded by
Dhirubhai H. Ambani (1932-2002), is India's largest private sector enterprise, with businesses in the
energy and materials value chain. Group's annual revenues are in excess of US$ 44 billion. Reliance
Industries Limited is a Fortune Global 500 company and is the largest private sector company in India.
Backward vertical integration has been the cornerstone of the evolution and growth of Reliance.

Starting with textiles in the late seventies, Reliance pursued a strategy of backward vertical integration -
in polyester, fiber intermediates, plastics, petrochemicals, petroleum refining and oil and gas exploration
and production - to be fully integrated along the materials and energy value chain. The Group's activities
span exploration and production of oil and gas, petroleum refining and marketing,petrochemicals
(polyester, fiber intermediates, plastics and chemicals), textiles, retail and special economic zones.

Reliance enjoys global leadership in its businesses, being the largest polyester yarn and fibre producer in
the world and among the top five to ten producers in the world in major petrochemical products. This
paper will focus on the marketing and promotion activities practiced in Reliance industries in general and
it will also examine the effectiveness of polyester’s selling and distribution of Reliance Industries ltd.

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 INDUSTRY PROFILE:

Retailing in India is one of the pillars of its economy and accounts for about 15% of its GDP. is one of the
pillars of its economy and accounts for about 15% of its GDP.The Indian retail market is estimated to be
US$ 450 billion and one of the top five retail markets The Indian retail market is estimated to be US$ 450
billion and one of the top five retail marketsin the world by economic value. India is one of the fastest
growing retail markets in the world, 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 smal
India's retailing industry is essentially owner manned small shops. In 2010, larger format l shops.

In 2010, larger formatconvenience stores and supermarkets accounted for about 4 percent of the industry,
and these 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 were present only in
large urban centers. India's retail and logistics industry employs about 40million Indians (3.3% of Indian
population).

Until 2011, Indian central government denied foreign direct investment (FDI) in multi-brand Until 2011,
Indian central government denied foreign direct investment (FDI) in multi-brandretail, forbidding foreign
groups from any ownership in supermarkets, convenience stores or any retail, forbidding foreign groups
from any ownership in supermarkets, convenience stores or anyretail outlets. Even single-brand retail was
limited to 51% ownership and 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 In November 2011, India's central government announced retail reforms for both multi-brandstores
and single-brand stores. These market reforms paved the way for retail innovation and stores and single-
brand stores. These market reforms paved the way for retail innovation andcompetition with multi-brand
retailers such as Walmart, Carrefour and Tesco, as well single competition with multi-brand retailers such as
Walmart, Carrefour and Tesco, as well single brand majors such as IKEA, Nike, and Apple The
announcement sparked intense activism, bothin opposition and in support of the reforms. In December 2011,
under pressure from the in opposition and in support of the reforms. In December 2011, under pressure from
theopposition, Indian government placed the retail refor opposition, Indian government placed the retail
reforms on hold till it ms on hold till it reaches a consensus.

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In January 2012, India approved reforms for single-bran In January 2012, India approved reforms for single-
brand stores welcoming anyone in the world d stores welcoming anyone in the worldto innovate in Indian
retail market with 100% ownership. Indian government continues the hold to innovate in Indian retail market
with 100% ownership. Indian government continues the holdon retail reforms for multi-brand
stores.Organized retailing, in India, refers to trading act Organized retailing, in India, refers to trading
activities undertaken by licensed retailers, that is, ivities undertaken by licensed retailers, that is,those who
are registered for sales tax, income tax, , ee tt cc ..These include the publicly- traded supermarkets,
corporate-backed hypermarkets and retailchains, and als chains, and also the privately owned large retail
businesses.

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 COMPANY PROFILE:

The Reliance Group, founded by Dhirubhai H. Ambani (1932-2002), is India's largest private ector
enterprise, with businesses in the energy and materials value chain. Group's annual revenues are in excess of
US$ 58 billion. The flagship company, Reliance Industries Limited, is a Fortune Global 500 company and is
the largest private sector company in India.

Backward vertical integration has been the cornerstone of the evolution and growth of Reliance. Starting
with textiles in the late seventies, Reliance pursued a strategy of backward vertical integration - in polyester,
fibre intermediates, plastics, petrochemicals, petroleum refining and oil and gas exploration and production -
to be fully integrated along the materials and energy value chain.

The Group's activities span exploration and production of oil and gas, petroleum refining and marketing,
petrochemicals (polyester, fibre intermediates, plastics and chemicals), textiles, retail, infotel and special
economic zones. Reliance enjoys global leadership in its businesses, being the largest polyester yarn and
fibre producer in the world and among the top five to ten producers in the world in major petrochemical
products. Major Group Companies are Reliance Industries Limited, including its subsidiaries and Reliance
Industrial Infrastructure Limited.

Reliance Retail Limited is an organized retail arm of the Reliance Industries Limited. Reliance
industry is the largest conglomerate in India. It has an annual turnover of US$35.9 Billion. It is
also listed on 206th position in the Fortune Global 500 companies.

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 MARKETING STRATEGY

Marketing strategy is a process that can allow an organization to concentrate its limited resources on the
Reliance Industries Limited (RIL) is one of India’s largest conglomerates, currently headquartered in
Mumbai, Maharashtra is run under the guidance of Mukesh Ambani, who is currently the Chairman and
Managing Director (MD) of the company.

It has its presence in a variety of sectors such as Oil Refinery, Telecommunications, Textiles, Retail, Media
& Entertainment, Financial Services and the Software sector. Given that it has a presence in various sectors,
it has about 94 subsidiaries in total.
It is one of India’s most profitable companies and is known for its stints into exploring and expanding into
new ventures. Reliance’s business culture can be summed up with its tagline “Growth is Life”.
It is also one of the companies that constantly work on Corporate Social Responsibility (CSR) to empower
the lives of millions of people in India. In March 2012, the American Chemistry Council accredited Reliance
Industries as a ‘Responsible Care Company’.
Reliance Industries Limited is slated as one of the key driving engines that will help India reach its GDP
projections in the years to come.
Now that you know about the company, let’s start understanding its marketing efforts by first knowing its
target audience.

Target Audience of Reliance

Reliance Industries Limited caters to a wide range of consumers with its diverse range of goods and services
ranging from oil-to-telecom, and even more with its retail division serving another dynamic set of customers.
Let us just take an example of Reliance Retail itself, retail goods such as apparels and groceries are a basic
necessity so here it attracts all kinds of customers.
In the case of Reliance Jio, The segment that Jio has concentrated upon are people with smartphones
looking for high-speed internet and good mobile services.
So Instead of asking ‘Who is the target audience of RIL?’, the question should be ‘Who isn’t, the audience of
RIL?’.
So, Reliance Industries Limited has a wide target audience to serve. So let us understand how the company
serves its offerings using the Marketing Mix Model.

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 Reliance’s Marketing Mix
Marketing Mix is a model that helps us understand a company based on its Product, Price, Place, Promotion.
This model helps us in knowing what the company has to offer at what price, where it is going to sell and the
steps taken to promote the products.

In Reliance Industries Limited’s case, it has launched a wide range of products, from petrochemicals to retail
to healthcare, etc. but we will understand its main businesses in this model.

Product Strategy of Reliance

A product is nothing but a value-adding object or innovation or service which a company sells.[however, the
research and analysis involved in strategic planning is very sophisticated and requires a great deal of skill
and judgement.

Marketing Strategies of Reliance Retail

Reliance Retail has recently started working aggressively to increase its presence in India. The company has
launched Jio Mart that offers home delivery of products and services to its customers.
Reliance does not charge any delivery fee as of now whereas its competitors like Amazon and Flipkart charge
a mandatory delivery fee irrespective of the size of the order. This distinguishes Jio Mart fromits customers.
It is also currently working in onboarding Local Kirana Stores and Petty shops from all the regions of India
and help them with home delivery services for their products and offerings
So this is how Reliance Industries’ marketing strategy is placed so that it can be one step ahead of its
competitors. Let’s now go through the marketing campaigns undertaken by them in the next section.

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 4P’S OF MARKETING

The term "marketing mix" is a foundation model for businesses, historically centred around product, price,
place, and promotion] (also known as the "4 Ps").

The marketing mix has been defined as the "set of marketing tools that the firm uses to pursue its marketing
objectives in the target market".

Marketing theory emerged in the early twenty-first century. The contemporary marketing mix which has
become the dominant framework for marketing management decisions was first published in 1984.

PRODUCT refers to what the business offers for sale and may include products or services. Product
decisions include the "quality, features, benefits, style, design, branding, packaging, services, warranties,
guarantees, life cycles, investments and returns".

PRICE refers to decisions surrounding "list pricing, discount pricing, special offer pricing, credit payment or
credit terms". Price refers to the total cost to customer to acquire the product, and may involve both monetary
and psychological costs such as the time and effort spent in acquisition. Distribution channels are taken into
consideration that includes retailer, wholesaler, Business to Business OR Business to Customer.

PLACE is defined as the "direct or indirect channels to market, geographical distribution, territorial
coverage, retail outlet, market location, catalogues, inventory, logistics, and order fulfilment". Place refers
either to the physical location where a business carries out business or the distribution channels used to reach
markets. Place may refer to a retail outlet, but increasingly refers to virtual stores such as "a mail order
catalogue, a telephone call centre or a website.

Example, firms that produce luxury goods like Louis Vuitton employ an intensive placement strategy by
making their products available at only a few exclusive retailers. In contrast, lower priced consumer goods
like toothpaste and shampoo, typically employ an extensive placement strategy by making their products
available to as many different retailers as possible.

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PROMOTION refers to "the marketing communication used to make the offer known to potential
customers and persuade them to investigate it further". Promotion elements include "advertising, public
relations, direct selling and sales promotions."

The original marketing mix, or 4 Ps, as originally proposed by marketer and academic Philip Kotler & E.
Jerome McCarthy, provides a framework for marketing decision-making. McCarthy's marketing mix has
since become one of the most enduring and widely accepted frameworks in marketing.

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 RESEARCH METHODOLOGY

The study of research method provides you with the knowledge and skills you need to solve the problem and
meet the challenges of the fast- based decision. Marketing environment we define Business Research as a
systematic inquiry whose objective is to provide information to solve managerial problem. It seeks to find
explanation to unexplored phenomena to clarify the doubtful facts and to correct the misconceived facts.
Types of information to be collected:

The methodology is a way to solve the problem. The study is descriptive. It is an important component
of the study, and it will help to solve the problem systematically. The methodology involves the research
design, data collection and sample technique.

• Primary Data: Primary data are directly collected from the respondent’s with the help of a
questionnaire, discussion with consumers and the organization.

• Secondary Data: Efforts are made to collect information about the industry and, in particular, our
research unit through the journals, magazines, company profiles, internet and company records.

• Statistical tool: Simple percentages and diagrammatic representation are being used.

• Location of the study: Study will be conducted in Reliance Digital, Puttur.

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OBJECTIVE OF THE STUDY:

The study will cover the overall customer opinion survey on visual merchandising and its effect on their
purchase. The study will be restricted to Reliance Digital (Mangalore-Madikeri Road) Puttur only. The study
attempts to assist the company in finding out how they can increase market share. This study also aims
towards knowing the customer opinion.

This research aims :

(1) To understand better the impact of visual or demo merchandising on consumer purchasing behaviour.
(2) To study the various components of visual merchandising at the retail stores.
(3) To understand the customer perceptiveness and expectations towards Reliance Digital retail stores.

LIMITATIONS:

· In this project, I have tried to present facts with figures penetrating to my survey skill it has some limitation,
which are there in this project need identification.

· The time of two months is very less for covering all the aspects of the project.

· The feedback received from the individuals is according to his perception, limited exposure and personal
knowledge level.

· Very less time was there for interaction with corporate clients.

· Problem in meeting with the concern person without appointment.

FINDINGS:

Network of 400+ stores nationally, housing over 200 brands and 5000 products. From in-depth, expert
buying advice to personal after-sales care tailored to each customer, we commit to our promise of
'Personalising Technology' every day.

Reliance Digital Platform is not directed towards minors. We do not knowingly collect Personal Information
from any User who is under 18 (Eighteen) years. If we are made aware that we have collected the Personal
Information of a person below the age of 18

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 CONCLUSION:

The study reveals that the name of Reliance brand is widely accepted brand is the today’s market .They have
the electronics and consumer durables that customer needs .It was found that overall customer perception
towards reliance digital store is good. Majority of the respondents are happy that reliance digital store has
opened in HUBLI. Most of the respondents felt that the price was appropriate to the products and it provide
better service. And it has variety of products are available .Reliance digital need to provide better discounts
and vouchers /coupons that attracts customers. In HUBLI city, compared to other digital stores is a preferred
choice for electronic purchases. Reliance digital should strive for maintaining the lead position in market.
Advertisements should be directed towards newspaper, online advertisements and TV commercials to have a
wider impact on the customers.

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 BIBLOGRAPHY:

· Websites

1. www.reliancedigital.in

2. www.dot.gov.in

3. www.wikipedia.org

4. Newspapers

5. Articles

QUESTIONNAIRE:

1. What is your opinion on store availability on your location?

o Available

o Not available

2. What is your opinion on customer care service?

o Satisfied

o Not satisfied

o Never used

3. What is the opinion on customer care employee’s response to

customers questions?

o good response

o Bad response

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 4. What is your opinion on fast delivery?

o Fast delivery
o Slow delivery

5. Whose service are you rendering now?

o Airtel

o Others

9. What kind of expectations do you have from your service provider?

o Cheap SMS

o Cheap roaming charges

o Improved services

o good network

o Cheap call rate

10.Rate your satisfaction level with your purchases made from online store?

o Very good

o Good

o Satisfied

o Bad

o Very bad\

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11.How much do you spend per month on your reliance digital store?

o 100

o 200

o 500

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