SUMMER INTERNSHIP REPORT ON “AN ANALYSIS OF POSSIBLE PROMOTIONAL STRATEGIES OF RELIANCE TRENDS FOR ORIVING IN MORE CUSTOMERS ” CHURCH ROAD, BERHAMPUR, ODISHA QTRENDS Submitted in Partial Fulfilment of the Hequirernents for the award of MASTER OF BUSINESS ADMINISTRATION (MBA) ARMY INSTITUTE OF MANAGEMENT, KOLKATA 2020-2022 Submitted By : KIRAN KUMAR PATNAIK fegistration No : 13600920067 Under the Guidance of Prof, Anindya Saha Kishore Kumar Swain MITERHAL GUIDE (Mentor) EXTERNAL GUIDE (Store Manager)DECLARATION Ihereby declare that the Summer Internship project entitled “AN ANALYSIS OF POSSIBLE PROMOTIONAL STRATEGIES OF RELIANCE TRENDS FOR DRIVING IN MORE CUSTOMERS” submitted by me as a partial fulfilment for the award of Masters of Business Administration (MBA) to Army Institute of Management, Kolkata is original and genuine work carried out by me. Date: OS Avy. wat Place: Benhampsure , Odatbe Kirem Kier Pproik, KIRAN KUMAR PATNAIKACKNOWLEDGEMENT Apart from my own efforts, the success of any project depends largely on the encouregement and guidelines of many others. | take this opportunity to express my gratitude to the people who have been instrumental in the successful completion of this project. | would like to thank the entire Management of Reliance Trends for giving me the wonderful opportunity to work on a two-month internship project in their esteemed organization. lam highly obliged to Mr. Kishore Kumar Swain; Store Manager of the store, for guiding me throughout my internship time period. His encouragement, time and effort motivated me to work sincerely in this project. lam highly obliged to Mr. Sunil Padhi; Department Manager of the store, for guiding me on visual and merchandising work and department wise work throughout my internship period. I would like thank Mr. Ajay Kumar Padhy; Team Leader of the store, for guiding me ‘on improving customer relation and employee relation throughout my internship period. | would also like to thank Prof. Anindya Saha, Academic Mentor for their kind cooperation and providing me with the academic support.CONTENTS SERIAL NO. TITLE Introduction Company Profile Customer Satisfaction Visual Merchandising Promotional Strategies of Reliance Trends Research Methodology Data Analysis, Findings Questionnaire Conclusion BibliographyINTRODUCTION The Reliance Group, founded by Dhirubhai H, Ambani (1932-2002), is India’s largest private sector enterprise, with business in the energy and materials value chain. Group's annual revenues are in excess of US$ 68 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 comerstone of the evolution and growth of Reliance. Starting with textiles in the seventies. Reliance pursued a strategy of i. backward vertical integration — in Reliance polyester, fiber intermediates, plastics, petrochemicals, : : : petroleum refining and oil and gas Industries Limited exploration and production — to be fully integrated along the materials and energy value chain. It is also the 8 largest employer in India with over 236,000 employees. RIL has a market capitalisation of 186 billion as of March 2021. The company is ranked 155th on the Fortune Global 500 list of the world's biggest corporations as of 2021. Reliance continues to be India's largest exporter, accounting for 8% of India's total merchandise exports and access to markets in over 100 countries. Reliance is responsible for almost 5% of the government of India's total revenues from customs and excise duty. It is also the highest income tax payer in the private sector in India. The group activities span exploration and production of oil and gas, petroleum refining and marketing, petrochemicals, textiles, retail, telecommunications and special economic zones. Reliance enjoys global leadership in its business, being the largest polyster yarn and fiber producer in the world and among the top five to ten producers in the world in major petrochemical products. Major subsidiaries of Reliance Industries Limited are Jio Platforms limited, Reliance Retail, Reliance logistics, Reliance Solar, Network 18 etc.COMPANY PROFILE Reliance Retail Limited :- ‘© Reliance Retail (RRL) is a subsidiary of Reliance industries limited, which is based in Mumbai. RRL was set up in 2006 and marks the foray of the Reliance Group into organised retail. RRL has been conceptualized to include growth for farmers, vendor partners, small shopkeepers and consumers. It s based on Reliance’s backward integration strategy, to build value chain starting from framers to consumers. Reliance Retail Vent Re(iance RETAIL Type ‘Subsidiary Parent Reliance Industries Limited Industry Retail Founded 2006; 15 years ago Founder Mukesh Ambani Headquarters Mumbai, Maharashtra, India Number of Locations 11,784 Number of Employees More than 139,000 Website https:Business Division :- Reliance Retail Ltd has a number of company-owned outlets along with a franchisee format that would be in collaboration with Kirana shop owners. Its various divisions are: 1. Reliance Fresh Reliance Retail started its journey in 2006 with the opening of its 1 Reliance Fresh store. e Total Reliance Fresh is India’s leading iz retorts eta chm, Reliancefresh synonymous with freshness & savings. With the 3 core promises of “Fresh Hamesa, Availbale Hamaesa & Savings Hamesa”. Reliance Fresh isa one stop shop for fresh shopping, fresh savings and fresh happiness. From fresh fruits & vegetables to dairy, cereals to spices, processes food & beverages to home & personal care products, we have he entire gamut of your grocery needs covered. . Reliance Smart :- Reliance SMARTY is one of the largest & fastest growing grocery retail chains in India. Synonymous to its name, SMART is a new age supermarket serving the needs of today’s smart and value seeking customers. Reliance SMART offers a one-stop shopping experience by offering fresh produce, bakery, dairy products, home and personal care products, general merchandise, smart apparels and appliances, making it a complete shopping destination. In many cases SMART stores are co-located with our fashion and Q electronics store Reliance Trends See eee es ~—© REMANC@SMART a wide choice for all their shopping needs. Reliance SMART’s incredible value proposition rewards shoppers more for bigger purchases, every, single time they shop, with 100% assortment being offered below MRP all year round. All this while delivering superior quality products, best of the brands, latest launches and a world-class shopping Reliance Smart Point Smart Point is a neighbourhood small format store of Reliance Retail with an objective of “Bade Dukan Ki Badi Bachat Ab Pados Mein” (Big Savings of Big Supermarkets, now near you) for customers. Each Smart Point has an integral delivery e Point feature that delivers eCommerce ( orders to the homes in the neighbourhood, S MART as well as New Commerce orders placed by the kirana stores in the catchment. POINTAt Smart Point, customers get assistance to shop online from a wide range of products offered on JioMart, our e-commerce platform. Customers can shop with ease, while also enjoying the experience of interacting with our app/web. Key services and product offerings of Smart Point includes : Grocery, FMCG, F&V and Dairy ete with “Badi Bachat” Netmeds Pharmacy, Medicines below MRP, all year round Jio Payment Bank, Banking with extended hours Health Care / Pathology Services Fashion / Electronics (through Kiosk) Battery swap Station for Electric Vehicles Reliance Jio Mart : JioMart, the online shopping platform by Reliance Retail Limited, was launched in 2020 in 200+ cities and towns across India, Mart JioMart offers 2 wide range of products in grocery, including fresh fruits and vegetables, groceries, snacks, beverages, home & household essentials, beauty & hygiene and baby care. It assures great quality products, while also trying to ‘ensure that the food reaches from the farm to consumers’ tables with the minimum delay possible. thas recently started offering apparels to customers. The platform offers consumers a convenience of shopping from home, with a promise of great savings, free home delivery and no minimum order value. On the platform, customers can make payments online with a choice of multiple hassle free payment options, including Debit card, Credit card, Net banking, Loyalty points, e-wallets, COD ete. Reliance Diaital Reliance Retail has the distinction of operating the largest consumer electronics store chain in India through 2 network of over 8,000 Reliance rad oot oes oer 200 exon ns ReMANCE digital 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.6. Jio Digital Life Jio Stores caters to the rapidly growing market for mobility and communication products offering a wide range of mobile phones, \ DIGITAL tablets and accessories. Jio stores acts ( St0) tire as an interface for providing Jo's connection, recharge services and resolving customer concerns. Within a short span of time, Reliance Jio Stores have grown to become India’s largest retail chain with presence in over 7,000 cities. The chain is increasingly becoming a distribution platform for a large number of national and international brands as it offers widest distribution reach in India. . Trends Footwear ‘Trends Footwear is an exclusive fashion footwear destination store with a collection to suit one and all. Q TR E N D S ‘Trends Footwear houses latest, trendy and fashionable footwear FOOTWEAR for men, women and children. Going as close to the customers as possible and offering relevant and affordable footwear fashion is core to how we operate at Trends Footwear. The store offers a footwear shopping experience which is exciting and products that are trendy and fashionable. Trends Footwear offers everything, that is affordable for all occasions and for the entire family with well ~ crafted designs under own labels a bouquet of reputed National & International brands. . Reliance Jewels Reliance Jewels deals only in 100% BIS Hallmarked Gold. Every diamond Qe G. used is internationally certified by R I y Independent Certification Laboratories e lance jewels, Every showroom has karat meters for customers to assess the purity of gold free of cost. The wide array of choice combined with customer-first services, such as customization, jewellery cleaning & polishing, and the availability of Quality Control Tech rooms and karat meters makes every Reliance Jewels showroom one stop shopping destination for fine and exquisite jewellery. Reliance Jewels has expanded its horizons rapidly through a combination of Standalone stores and Shop-in-shop (SIS) formats. Reliance Jewels has a presence across 115 cities in India,9, AIO. AIIO, a fashion and lifestyle brand, is Reliance Retail's digital commerce itive and is the ultimate fashion destination for styles that are handpicked, on COM trend and at prices that are the best. you will 7 find anywhere with the advanced internet infrastructure built by JIO and a robust physical retall business built by Reliance Retail, we're creating a differentiated e-commerce model for India through AJIO. This model will entail seamless integration of online and offline models while innovating across superior customer experience, delivery services and payment ecosystem. ‘The AJIO app is available for download on the Apple App Store & Google Play. 10. Reliance Trends :- * Itisa specially apparel store that will sell men, women and children’s garments. ‘The store will carry the best of national and international brands like Sin, Peter England, D S Indigo Nation, Turtle, Crimsoune Club and Lee cooper a part from in-house brands. All the Reliance Trends stores located at different places across India offer some of the best Indian and International brands with each store's area of more than 15,000 sq. Ft. Of shopping area, and has been designed and furnished by the best of the international design agencies to offer a high style and lavish experience to the Indian consumer. The store layout compliments the evolving tastes and preference of fashion savy consumers, giving them an opportunity to shop with ease, along with an army of well trained customer service ‘associates to compliment the entire shopping process. Riding on the tremendous success of Reliance Mart at various locations across India, the apparel division of Reliance Retail is well on track to democratise and make it attainable to the masses. This is being possible by the extraordinary design pool of Indian and international designers, integrating the international design trends and preferences of the Indian consumers. The company is offering solutions to common maintenance problems through its state of the art novative products like Ever White Shirts, Wrinkle free range of garments, aromatic clothes for infants and quick-dry sportswear that ensures optimum moisture management. Product quality has been ingrained into the DNA of Reliance Trends and is integral to the mission of “Grahak Devo Bhava”. The quality system are designed, implemented and monitored as per international standards by a highly competent team of professionals, To deliver the customer the best value for thelr money, Only those products that demonstrate an exemplary safety and quality meeting both implicit and explicit needs of the consumer are approved for purchase. Some of the quality standards that are being followed are American Association of textiles, ‘olourists. American Standard, ISO and BIS methods. chemists and cFor the first time in organised retail, Reliance Trends introducing Made to Measure talloring service offering customised fits to all the customers buying fabric from the store at prices compatible to neighbourhood tailors. The uniqueness of the store is the core, which delivers “Fashion at great value”. Spread over B00 ~ 24000 sq. feet of shopping area, each Trends store Is designed to offer a unique shopping. experience for the entire family through wide aisles, coordinated displays and highly trained fashion professionals offering best in class customer assistance. Over the years. Trends has developed a strong portfolio of own brands that cater to diverse tastes and preferences of the customers. The own brand portfolio includes :- ‘The own brand portfolio includes ; + Rio -a vibrant range of snazzy trends for young women Fig - fashion wear for discerning, independent & working women Avaasa - 2 range of Indian wear for women offering the finest collection of Salwar Kurtas, Churidars and a fast-evolving Mix n Match range of garments Fusion ~ a range of fusion wear for women where east meets west & style meets comfort Frendz - range of garments that complements the wardrobes of the growing generation of boys and girls Netplay - range showcases a smart casual collection for the evolving workplace The DNMK - range has been developed with a clear focus on the youth of India, offering them exclusively crafted fashion garments like Denims, T shirts ete Point Cove — Kids wear brand that features bold colours bringing the California spirit to India Private Brands of Reliance Trends :- TEAMSPIRITExternal Brands of Reliance Trends :- ! aurela Gocotors! oe ae IMS) al eae @®vockeyY sin souxe MG Product Profile :- 1, Men's Wear ~ Men Formal Private Brand :- NETPLAY JOHN PLAYERS External Brand :- CRIMSOUNE CLUB PETER ENGLAND TURTLE SIN PROLINE2, Men’s Wear ~ Men Casual Private Brand :- NETPLAY TEAM SPIRIT. DNMX External Brand :- FLYING MACHINE LEE COOPER DUKE JOCKEY 3. Women’s Wear Private Brand TEAM SPIRIT FUSION (Indian wear) AVAASA (Indian Wear) RIO. FIG DNMX External Brand :- SOUCHII AURELIA GO COLORS4, Kids Wear Boys == TEAM SPIRIT DNMX FRENDZ POINT COVE INFANTS. TEAM SPIRIT FRENDZ RIO GIRL INFANTS. POINT COVE SWOT ANALYSIS :- Reasonable Price | bates Ceaareii Dee eee Ay ipetascaeies as Nat Much Collect (Good Fabric Quality, He i Value for Money, SEs Uftimate offer CTT ue Co eS PE eT e Te eeeCUSTOMER SATISFACTION Customer service is the provision of services to customer before, during and after purchase. According to Turban “Customer service is a series of activities designed to enhance the level of customer satisfaction ~ that is the feeling that a product or service has met the customer expectation.” lts importance varies by product, industry and customer; defective or broken merchandise can be exchanged, often only with a receipt and within a spec have a desk or counter devoted to dealing with returns. ‘Exchanges and complaints, or will perform related functions at the point of sale; the perceived success of such interactions being dependent on employees “who can adjust themselves to the personality of the guest.” Customer service plays an important role in an organization's ability to generate income and revenue. From that perspective, customer service should be included as part of an overall approach to systematic improvement. A customer service experience can change the entire perception customer has of the organization, Customer support is a range of customer services to assist customers in making cost effective and correct use of a product. It includes assistance in planning, installation, training, trouble shooting, maintenance, upgrading, and disposal of a product. ‘A multi-task position drawing on extensive Customer Service experience to advance a proven track record for developing and maintaining key accounts and improving department efficiencies. ied time frame. Reliance Trends will often Objective of Customer Satisfaction Provide customers and staff with clear standards and expectations, Ensure all the customers contact reaches appropriate conclusions. Minimize incidences of repeat contact Seek to provide a seamless service for customers. Provide equal and easy access to our services at a time, place and channel that meet the needs of residents, businesses and other stakeholders. Cater for customers needs irrespective of age, gender, physical or financial ability, ethnic, origin, race, religion or geographical location. Provide a prompt, courteous and knowledgeable response to all customer enquiries. Equip our staff to provide customers with an excellent standard of service. Enable our customers to provide feedback easily, through complaints, customer surveys, ete. Use customer compliments, comments and complaints to drive improvements to service. Improve the speed, quality and consistency of response to enquiries by having our information in 2 format that can be easily accessed.sp (Segmentation, Targeting, Positioning! + Segmentation targeting positioning marketing Is a core concept In modern-day marketing without it, marketing campaigns would be generic, have little to no personalization, and overall would not be able to convert at a level most businesses would deem effective. STP MARKETING is an acronym for Segmentation, Targeting and a z 7 Positioning ~ A 3 step model that —/ seamentaion | Taretng Pestlaning examines your products or services as wel as the way you communicate their roe ett benefits to specific customer segments. cumin wel | onto TP marketing is effective because it “arena | focuses on breaking your customer base | “ante” tren into smaller groups, allowing you to develop very specific marketing strategies to reach and engage each target audience. In fact, 599 of customers say that personalization influences thelr shopping decision and another 44% said that a personalized shopping experience would influence them to become repeat customers of a brand. STP marketing represents a shift from product-focused marketing to customer-focused marketing. This shift gives businesses a chance to gain a better understanding of who their ideal customers are and how to reach them. In short, the more personalized and targeted your marketing efforts, the more successful you will be. Segmentation The frst step of the STP marketing model Is the segmentation stage. The main goal here is to create various customer segments based on specific criteria and traits that you choose. The four main types of audience segmentation include : Geographic Segmentation : Dividing audience based on country, region, state, province, etc. Demographic Segmentation : Dividing audience based on age, gender, education level, occupation, gender, ete. Behavioural Segmentation : Dividing audience based on how they interact with your business: What they buy, how often they buy, what they browse, etc. . Psychographic segmentation: Dividing audience based on “who” your potential customer is: Lifestyle, hobbles, activities, opinions, etc. Targeting Step two of the STP marketing model Is targeting, Maln goal here Is to look at the segments which has Created before and determine which of those segments are most likely to generate desired conversions : Size: Consider how large the segment Is as well as its future growth poteritial, Profitability: Consider which segment are willing to spend most money on the product or service. Determine the lifetime value of customers In each segment and compare, Reachability: Consider how easy or difficult it wil be to reach each segment with marketing efforts, Consider customer acquisition costs (CACS) for each segment. Higher CAC means lower profitability,positioning The final step inthis frameworkis positioning, which allows to set a product or service apart from the competition in the minds of target audience. There are a lot of businesses that do something similar toyou, so you need to find what it is that makes you stand out ._ Symbolic positioning: Enhance the self-image, belongingness or even ego of customers. The luxury car industry is @ great example of this ~ they serve the same purpose as any other car but they also boost their customer's self-esteem and image. Functional positioning: Solve customer's problem and provide them with genuine benefits, Experiential positioning: Focus on the emotional connection that customers have with your brand. od ae ea The most successful product positioning is a combination of all three factors. One way to visualize this is by creating a perceptual map for your industry. Focus on what is important for your target customers and see where you and your competitors land on the map. STP Implementat Reliance Trends Reliance trends target higher & upper middle class customers. ‘The large and growing young working population is a preferred customer segment. Reliance trends specially targets working women & home markets who are the primary decision maker. Reliance also targets on the young population of the country. as they will follow fashion mostly and of reliance promotes itself as the India’s largest fashion destination. Good customer service is the lifeblood of any business. You can offer promotions and slash prices to bring in as many new customers as you want, but unless you can get some of those customers to come back, your business won't be profitable for long. Good customer service is all about bringing customers back. And about sending them away happy enough to pass positive feedback about your business along to others, who may then try the Product or service you offer for themselves and in their turn become repeat customers. Customer Satisfaction, business term of how the products and the services supplied by the company meet or surpass the customer expectation. It is the key performance indicator within the business. Customer satisfaction can greatly achieved by imparting Customer Relationship ‘management (CRM) in the company.Business Techniques used by Reliance Trends for Customer Satisfaction + One of the key customer satisfaction techniques is the need to provide front line employees with the ability to respond to customer situations quickly without the end to ask for permission. Innovation drives customers’ satisfaction. As customers needs keep changing, an innovation- driven company is capacitated to exceed customer's expectations. To provide after sale services. Listen actively and carefully. ‘Anticipate that the customer will be asking questions. They may be easy, they may be hard. But encourage them anyway. If you can’t provide an answer, promise to find out the answer from someone who can. Be patient, look from the customer's point of view and work from there. This point of view will ‘always give you the best outlook on the situation. Always keep a smile on your face when dealing with customers which can lead to customer satisfaction. This positive attitude can rub off and turn a potentially negative situation into a positive experience. Recent Methods that Reliance Trends adopt to increase Customer Satisfaction :- In order to stay competitive and remain profitable, businesses have to focus on the quality of their customer service. Companies that invest time, energy and money into developing and nurturing quality so customers can have a satisfactory experience are going to be more profitable and better likely to experience more sustained growth over the long-term. Customer Care Something which is done even after the product is purchased. Many companies are interested is knowing the reasons why consumers have purchased the goods and services or even the goods are not purchased. Managers interested in customer care try to collect a database as to why the customers have purchased the competitors product and service and what will be the level of satisfaction if itis introduced in our product or service. Customer Focus : + When everyone in the organization make efforts to focus the activities towards the satisfaction of the customers right from the stage of new product planning and to product modification to the stage of elimination of the goods and services everything revolves around the customers. In this pandemic situation, customers are also looking for a store which is neat and clean and maintains covid protocols. That’s why Reliance trends looked into this matter to retain more customers.Customer Service Training : + Another strategy to improve customer satisfaction Is to invest In customer service tralning, All employees should be on board with how to treat customers and help them gain a valued experience, The experience the people have received Is the most important aspect in selling pure services or services with tangible goods. Once the customer is satisfied with the service his loyalty towards that product or company is at its peak. Communication + Communication with customers is also important. It’s a good idea to always provide customers with ways they can contact you and offer ways to contact them. Offering e-mail, telephone line, web contact or other ways for customers to offer comments and complaints is of value. Customer Relationship Management (CRM) + Customer Relationship management is a process of managing detail information about individual customer and carefully all the customers touch point with the aim of maximizing customer satisfaction and customer loyalty. Customer Relationship management has become a strategy many companies employ to help increase customer satisfaction. Through using CRM tools and accompanying philosophy, business can examine and analyse what customers want and strive to meet this demand before they even walk in the door. Benefits : + CRM aims at individual customers. It tries to develop customers’ relationship by looking into his needs and requirements. CRM helps in two way communications by understanding the message of the customers and responding to it. CRM helps to customize the products and thereby reducing the rate of customer defection. CRM tells the company what product or services the customer needs today and what it will need in future. Ask For Feedback + Being interested in customer feedback is always a valuable practice to engage in to increase customer satisfaction. What better strategy and technique to find out how to satisfy customers than to ask them ? Talking to customers as they shop, and then following up with calls or e-mails are all good ways to get feedback.VISUAL AND MERCHANDISING Visual merchandising is a crucial retail strategy that maximises the aesthetics of a product with the intent toincrease and maximise sales. Visual merchandising is a marketing practice that uses floor plans, colour, lighting, displays, technology, and other elements to attract customer attention. Its ultimate purpose is to use the retail space to generate more sales. If Visual merchandising Is done well, it can create awareness whilst simultaneously increasing brand loyalty. The most important function is to draw customers Into the shop and close the sale, which is all dependent on the aesthetic quality of your retall display, Avisual merchandiser who Is the person behind the magic; plays a critical role in the look, feel and culture of a brand. They combine marketing principles, retail merchandising knowledge, and creativity to use the space and layout of the store to present the store's Inventory in a positive way. They are professionally trained and may be tasked to manage the following: Window installations In-store displays Interactive displays Shelving & Lighting Point-of-sale displays Posters Price tickets Promotional / seasonal displays Mannequin styling Benefits of Visual Merchandising : All types of retail stores can benefit from visual merchandising. Some of the key benefits include: + Reflects your brand -A good visual merchandising display stays In-line with the company’s overall brand, For example, a franchise business might want all Its franchisees to have the same promotional displays. It gives a business a sense of identity and brand consistency, Engages the shoppers An attractive and welcoming store creates a positive first impression. It encourages people to come Into the store, and can help guide them in finding theright product for their needs. Visual merchandising helps create a positive shopping experience for customers so that they will be more likely to return for future visits. Grow sales ~ When done effectively, visual merchandising can increase sales by directing people to the products they want or need. It can also help them discover new products and solutions. A nicely dressed mannequin can encourage a person to seek out an outfit and accessories that they may not have originally been looking for. Whether you are selling clothes, hardware, electronics, food, or anything else, a professional visual merchandiser can be an important asset to your team. They can help your retail business get the results you want. 5 Elements of Visual Merchandising : 1, Remember that colour is King Colour is powerful, and it can make or break your visual displays. Consider your home. You probably have a solid grey or brown couch, but there is a "pop" of colour from the throw pillows you place on the edges. It is the same principle. . Create a visual marketing focal point : Examine your display from the MlSRiicS00l sonemaee Pree customer's point of view: the top, the is > scocee Resets i SSS. IEE , floor, both sides. Often the focal point @ Soe Ea 4 ee is positioned too high for the customer to see. Always check your displays to ensure customers can easily view the Se hotspots and merchandise. a |. Merchandising tells a story: What's in it for customers? Tell them. Use powerful, sales-enabling signage to display the ‘advantages of buying the product. By telling a story, you help the customer better understand the product and enable the buying decision. Expose customers to the maximum amount of merchandise : ‘Awell-designed, impactful display exposes the customer to as much merchandise as possible while avoiding a sloppy mess. The more products customers see, the more they buy. Use empty space wisely : There’s a space in all retail stores that is the most underutilized. It’s the section between the displayed merchandise and the celling. We can use this space for many different things, like signage providing information about products or brands. We can also display customer testimonials with the customer's name and a picture or profile a designer or supplier, We can also display lifestyle graphics that help customers make associations with our products,PROMOTIONAL STRATEGIES OF RELIANCE TRENDS product Promotion Is one of the necessities for getting your brand In front of the public and attracting new customers. The promotion strategy Is the most visible marketing strategy. It Is designed to get the attention of prospective customers and convince them to buy from your business. Promotion is communication Intended to persuade, inform, or remind a target audience about a business orits products. The promotion strategy involves _ planning, determining the right promotional mix, selecting specific promotional activities, implementing them and revising the same. Promotional Objectives Increase Sales Stimulate impulse and reminder buying Raise customer traffic Get leads for sales personnel Inform customers about new products and services Popularize new stores and websites Enhance customer relation Maintain customer loyalty Things needs to be fit for a successful Promotion. target area for promotion. .p merchandise moving ~ promotion helps build traffic. larger quantities making them an excellent target for Astore location will help determine the Asstore needs high level of traffic to kee! Store’s loyal customer purchases on Promotion. Promotions can increase short run cash flow. Promotional creativity and style should Planning a Retail Promotional Strategy Deum rome seen | — aaadingn own yomour ba | (aa sanar{ bo poms co a <~ + nye promo i coincide with building and fixture creativity.Promotional Mix ; Promotion is a central element of the Ma promotional activity ine 's any effort made by a business to Promotional are: communicate with potential customers activities have wo main purposes, These + To inform customers about your store, prices and services. + To persuade customers to buy {ts products, the products you sell, As with any management process, must be planned and coordinated to ensure that they achieve the store's marketing objectives within its budget allocation, promotional activities ‘The Promotional mix the combination of 6 different promotional elements that a company uses to reach and influence potential customers. Which are Personal Selling, Direct Marketing, Advertising, Sales Promotion, Publicity and Public Relations, 1. Personal Selling : This is the face to face communication process [teen meni ofthe Promotional Mix ] that occurs between a customer and the store's sales representative. In addition to promoting Personol products personal selling strives to build long Saling term relationships with the customer. Generally, it is an expensive option when you consider the costs associated with employing staff. The store's image will influence the level of personal selling and service it offers and this is usually reflected in the store’s pricing policy. Direct Marketing : These are generally non-personal efforts to gain a direct response from the customer. Direct marketing tends to use _interactive communication with the customer i.e. television advertising supported by a plea to ‘call now’, While, classed as non-personal, they can incorporate a personalised message or salutation. Direct mail and Online Business are commonly used example of this strategy. Advertising Advertising is any form of paid, non-personal presentation by an identified sponsor. it incorporates television, radio, print and digital methods. This form of promotion Is the most common communication strategy used by retailers. While it can be expensive, if used sensibly advertising can be a very effective tool. tis critical thatthe message and the medium reflect the store's image and be appropriate to the target market.For example, a poor quality letterbox fl a lyer would riate for an arket retailer to use to promote their upcoming sale. uld be inappropriate for an up fn: Sales Promotion : Sales promotions are designed to supplement and extend other promotional activities. (usually advertising). Sales promotions generally offer short- term incentives to encourage the customer to purchase a specific product within a designated time Sales promotion activities include : {a) In store displays (Promoting a single brand or product range) (b) Free samples (Giving customer's sampler packs of a new product) (c) Brand promotional products (Cooler bags or T-shirts). . Publicity : Publicity is a non-personal form of promotion that is designed to build a positive attitude towards the company. The retailer does not pay for this form of promotion and frequently has no control over the end message. This can lead to the message being distorted or even presented in a less than positive light. A favourable news story promoting the store is an example of publicity. Public Relations : Public relations are the planned efforts of a company to influence the attitudes and opinions of existing and potential customers. The focus of public relations is to ‘build 2 good public image’ or to head off negative rumours or events. Unlike publicity, the promotional messages created by public relations efforts are paid for. The retailer has total control over the message, who will receive it and where it will be delivered. The release of information designed to create good publicity is @ function of public relations. While there are many types of promotional vite lable to the retailer, ead The first step in this process is to identify Your ‘customers and their needs. This usually requires some form of research and data collection.promotional activities by Reliance Trends Aretall promotion Is a persuasive marketing strategy designed to drive sales. Most retail promotions appeal to logic and urgency, They communicate toconsumers, “This is a great deal, and you don’t want to miss out.” Successful promotions provide a boost in sales and may convince indecisive prospects it’s time to buy. When you run retail promotions; both print and online advertising, including emai, organic social media posts, and paid advertising are plays vital role. Reliance Trends is doing different types of promotional activities with a main aim bringing in more customers into the stores through different types of walk in driven activities. Discounting products may be the most popular type of sales promotion. Everyone loves a bargain, so it makes sense to offer sales discount when you want to garner attention. You can offer a percentage discount, such as "20% off.” Promotional pricing can extend storewide, or it can apply only to certain products. Storewide attracts the most buzz, but it’s important to do what works for you. Tips for Implementing : Use sparingly : Always consider your bottom line. Remember that sales discounts should feel like @ special occasion, not something people come to expect as the norm. Choose a discount that will sound attractive to consumers : Generally, huge quantity percentage discounts perform better, even if individual discounts are available in festivals time. Your most attractive promotional offer depends on perceived value, your price points, and your target audience. . _BOGO Inretail technology, BOGO means Buy One, Get One. You may sometimes see the acronym BOGOF for Buy One, Get One Free. Similarly, some retailers offer buy one, get one half off deals, These offers entice customers because they cut down on shopping guilt. People feel more comfortable spending money when they secure a deal they wouldn't normally get. For prospects hesitating to make a purchase, BOGO deals can nudge them in the right direction. ‘Tips for implementing: , unts, BOGO promotions should be implemented sparingly. Often, + Useto clear inventory : Like disco retailers use BOGO promotions to move stock, BOGO is a solid option. Offers deal that wil convert : Buy one, get one half off might sound tempting, but BOGO deals ne, get a percentage off deals often frustrate consumers because typically convert better. Buy 0 the dea! sores theless expensive item. Shopper looker cheaper ems for these dels, Which leads to lower revenue: inventory. So, if you're looking to clear out some of yourCoupons : Think about sending virtual coupons to first-time shoppers or customers who spend a certain amount of money with you, When someone receives a coupon in their inbox, it feels more exclusive and encourages them to retum to your store. You can even use targeted marketing to cross sell products based on a customer's purchase history. For example, a customer who purchases some products could receive a coupon for Rs. 500 off on Reliance Footwear and Rs, 500 off on next purchases . You may also want to host product giveaways or contests. Entry to giveaways may require purchasing a product, filling out a form that includes an email address, or liking and sharing your brand on social media. If coupon and product giveaways don’t appeal to you, consider sending branded gifts with purchases over a certain amount. Example gifts include Bed sheets, Cup sets, Dinner sets and Juicer mix if purchase over Rs. 3499, 4989 and 7999 respectively. Because Gifts will remind your customers of your brand and can even spark conversations about your store with others. Loyalty Points : Loyalty Points are a great initiate because they increase customer retention and maximize their lifetime value to your company. With loyalty points, customers earn points each time they shop with reliance stores. Customers earn extra points on their birthdays and some special occasions with a message is given to them about their points and influence them to shop from the store. Customers earn 7 points for each Rs. 1000 they shop every time. Seasonal Offers : As Reliance trends has 2 seasons i.e. Spring Summer and Autumn Winter. Each season has its own products and offers. Ultimate products comes with 12 months offer on the products when core products and Fashion products comes with festival and occasion offers for example Ratha yatra offer, Diwali offers, Dussehra offers etc. Collaborations : Partner with another brand or business to leverage one another's reach and resources. Collaborations often lead to unique promotions that generate a lot of Interest, For example: Ri collaborated with Havells product. Shopping over a certain amount Reliance provided a juicer mix as a gift to their customer.. Coupons : Think about sending virtual coupons to first-time shoppers or customers who spend a certain amount of money with you. When someone receives a coupon in their inbox, it feels more exclusive and encourages them to return to your store. You can even use targeted marketing to cross sell products based on a customer's purchase history. For example, a customer who purchases some products could receive a coupon for Rs. 500 off on Reliance Footwear and Rs. 500 off on next purchases . You may also want to host product giveaways or contests. Entry to giveaways may require purchasing a product, filling out @ form that includes an ‘email address, or liking and sharing your brand on social media. If coupon and product giveaways don't appeal to you, consider sending branded gifts with purchases over a certain amount. Example gifts include Bed sheets, Cup sets, Dinner sets and Juicer mix f purchase over Rs. 3499, 4999 and 7999 respectively. Because Gifts will remind your customers of your brand and can even spark conversations about your store with others. . Loyalty Points : Loyalty Points are a great initiate because they increase customer retention and maximize their lifetime value to your company. With loyalty points, customers eam points each time they shop with reliance stores. Customers earn extra points on their birthdays and some special occasions ‘with a message is given to them about their points and influence them to shop from the store. Customers earn 7 points for each Rs. 1000 they shop every time. Seasonal Offers : ‘As Reliance trends has 2 seasons i.e. Spring Summer and Autumn Winter. Each season has its own products and offers. Ultimate products comes with 12 months offer on the products when core products and Fashion products comes with festival and occasion offers for example Ratha yatra offer, Diwali offers, Dussehra offers etc. Collaboration Partner with another brand or business to leverage one another's reach and resources. Collaborations often lead to unique promotions that generate a lot of interest. For example: Reliance trends collaborated with Havells product. Shopping over a certain amount Reliance provided a juicer mix as agift to their customer.RESEARCH METHODOLOGY lect the Project: An analysis of possible promotional strategies of Reliance trends for driving in more customers. To study the satisfaction level of customers with regard of reliance trends. To find out the buying behaviour of the customers coming in to the Reliance trends. To identify main competitors of Reliance trends with regard to services. To study different types of promotional activities done by Reliance trends for driving more customers. Methodology adopted for study Observing the working of various departments like Marketing, Finance and Human resource purchasing and production. Discussion with executives, managers and employees. Vising and surfing websites of the company. Fesearch Methodology is a set of various methods to be followed to find out various inform: ‘garding market different products. Research Methodology is required in every industry for quiring knowledge of their products. Sources of Data : Primary Source : + The primary data was collected by means of a survey. Questionnaires were prepared and customers of the Reliance trends at two branches were approached to fll up the questionnaires, The questionnaire contains 5 questions which reflect on the type and quality of services provided by the Reliance trends to the customers. The response of the customer is recorded on a grade scale of strongly disagree, uncertain, agree and strongly agree for some questions. The filled up Information was analysed to obtain the equired interpretation and the findings.secondary Source : Inorder to have a proper understandin yas done from the various sources such websites of the Reliance trends and the a answers.com. ticles from various search engines like Google, yahoo and pata collection tools + Datais collected from various customers through personal interaction. Some other information is collected through secondary data also, Data was collected through a structured questionnaire, lier technique is used. Likert scale is simply a statement which the respondent is asked to evaluate to any kind of subjective or objective criteria, generally the level of agreement and disagreement is measured. The questionnaire consists of two parts. The first part consists of 3 questions concerning the demographic information of the respondent such as the name, age, occupation and gender. The second part consisting of respondent's perception about the customer services of Reliance trends and competitors analysis,DATA ANALYSIS 1. GENDER: ‘Male SEN 44% 100% Percentage From the above table and the pie graph, it is clearly observed that the numbers of males entering into the reliance trends stores are more when compared to that of females. But from the taken sample of 50 respondents, the number is quite same. Male = Female Interpretation : From the taken sample of 50 respondents the number of males is higher than the number of females but the number is quite same, so reliance should not neglect on any gender as both are Entering into the stores in almost same number. [frequen Percentage} 34 68% 10 20% 6 12% 50 100% ahs: From the above table, it Is a ends store belong to the age B/OuP O! clearly observed that most of the people entering into the reliance 5.30 years.interpretation. Asis clear that the people of age group between 15-30 years visiting the stores mostly, so reliance trends have to concentrate on attracting more people of this group. All the promotions should be done in the way to influence the people of this age group to come into stores, fa mi ‘Also people of this age group will follow the fashion 30-40 Above 4 trends, and Reliance trends stand itself as India’s wae Largest Fashion Destination. OCCUPATION Particulars Frequen Percentage fr Student 22% Working Professional 2 Business ~ House-wife From the above graph, it is very clear that most of the people who were entering the store are working Professionals and next to wo Professionals is student, followed by i i jife’s. the business people and Housewife Studert Working Basinass—_Housarwitg Professionals Occupation fpretatio has to concentrate more on doing diferent types asses of customers i.e. some new taglines and Reliance was getting its targets customers and ° promotions for attracting the remaining Products needed which attracts house wife., HOW OFTEN DO YOU VisiT OUR stone; [particulars ‘Whenever need arises Weekly 4 Monthly 2 During offers / Pujas 19 Total { 50 [Frequency 15 Analysis. From the above graph, it is observed that 38% people entering the stores at the time of special offers, 24% people are coming to reliance trends stores monthly and 30% are coming whenever they need and just 8% people were coming into the stores on weekly basis, a wheneverneed weekly monthly. —_—During offers Interpretation : vue ae How often customers visit the store Most of the people coming into the stores during offers, when ever need arises for them and some are coming monthly and weekly. So, Reliance have to concentrate on maintaining the relationship with the customers by improving CRM so that it should retain its customers. . WHICH BRAND IS MOST PREFERRED BY THE CUSTOMERS : [Particulars] Frequent Percentage] Internal Brand 29 58% External Brand LD ee Total 50 100% Analysis d that 29 people preferred Private brand of reliance where as Is observer From the above graph, It 4, But if we look the store performance sheet; Both brand's, 21 people’s choice is external bran product is approximately fast moving.Interpretatiot Percentage As the private brands comes with both ultimate product and core product; that’s why people find it good according to the quality of material and they can easily get these with discounts In every price range, That's why the only difference is people's choice and product design for which my analysis reflects Internal brand Is the preference of most of the customers, ‘Internal Brand» External Grand 5. WHICH RETAIL STORE YOU PREFER MOST : V2 Vishal Mega Mart Reliance Trends _ Lohiya Brothers ____Total Brothers and only 14% people prefers shopping with Vishal Mega Mart. Interpretatior From the above table; it is observed that 30% of people prefer shoppir with V2 and reliance trends, 26% People prefers shopping with Lohiya w Vishal Mes Rance ends Lobia Brother jar From the above analysis; It is very clear that we can consider Lohiya Brothers as the close competitor of Reliance trends. We can say V2 Is also @ competitor of Reliance Trends according to footpoles only because V2 has poor quality of material and low price which Is preferred by low Income level peoples. So, Reliance trends can concentrate on doing promotions continuously better than Its competitors for attracting more customers, ‘= Preferred Retal Store7, FROM WHERE YOU GET TO KNOW ABOUT OFFERS AND O1SCOUHITS Particulars Frequenc Percentage Social Media 6 2% SMS Service 4 B% Newspaper and Media 9 18% Friends and Relatives 2 As Total 50 100% Analysis % From the above data; it was clearly observed that 42% of peoplecame 20 to know about reliance trends through their friends and relatives ** and 28% of people through the 0 SMS Service and CRM Service of Reliance Trends, throughs newspaper advertisement and ° Media is 18% and through Social N Social Media SMSService Newspaper and Friends and Media is 12%, Media Interpretation : From the above analysis it can be observed that almost all the customers entering into the store like to visit the store again. Reliance have to maintain a better relationship with the customers for making them to come into reliance trends stores again by training the employees for assisting customers. 8. HOW UKELY Al Panicalen fFrequene percentage| 3 0 0% sox 1 2% 95K 8 16% Sco a 82% Total 2, HOONAnalysis: 82% of respondents sald that they would like to recommend reliance trends to their friends and relatives wholly and 16% of respondents said that they would like to recommend reliance trends only 75%. Whereas only 2% people's respond is 50% recommendation and the rate of below 50% recommendation is 0%. Interpretation It is very good for reliance trends that 82% of people who are coming into store like to visit the store again and also they would like to recommend reliance trends to others. So Reliance trends can concentrate on that 8 people who recommend reliance trends to others is only 75% by solving their issues. And that 1 people whose recommendation is 50%; Reliance Trends wants to know ‘what is the issue of that particular people and whether itis personal issue or issue of store. If that will be a store issue then Reliance needs to solve that issue as soon as possible. ‘STORE LOCATION Ratings (1 is Poor, [excellent)} 0 1 Analysis lear that maximum people Le. 50% feel that they were happy with ‘ity and remaining SOX includes 3 and 4 star ratings who were not sore is situated in one way narrow road area. From the above figure it was ¢! the location of the stores In the happy with the location because the 5Interpretatio Itwas clear that maximum of the respondents have told that reliance trends stores were located at the perfect locations in the city and some people have said location is good but not perfect. But stil this store is one of the great lead generation store in state according to its store size. Reliance trends can concentrate on bringing more customers into the stores as they were located in the right locations in the city, 10, SERVICE Ratings ( 1 is Po [Excellent] Analysis 2 3 4 5 matings From the above table, it is clear that 98% of people agreed that the service provided by reliance is excellent whether it is staff friendliness, atmosphere and about store cleanliness; only 2% were agree with 4 star ratings. Interpretation From the total of 50 respondents no one has given the Fesponse as 1 star,2 star and 3 star rating so; [ts very 8004 that no one have negative response regarding reliance service, So reliance trends can concentrate Ontraining the employees in a better way for assisting different types of customers, employees must be ™ade to communicate in the language which was Understandable to the customers as well rellance trends can maintain Its cleanliness 0 " thelr shopping, 6 50 40 30 a we fatings fat store atmosphere will co-operate the customers withsy gABRICQUALITY: ratings ( 1 is Poor; 5 is excellent) Analysi From the above figure it was clear that maximum people i.e. 72% feel that they were happy with the fabric quality of the product and remaining 28% includes 3 and 4 star ratings who were feel good with the fabric quality but not the best. Interpretation : It was clear that maximum of the respondents have told that reliance trends stores has food fabric quality products and some people have said fabric quality is good but not up to the mark, Those 4% people were facing the fabric quality issue with some particular products but 24% people were facing this problem in some products of men’s casual section. interacting with those 24% people so that they «0 35 30 x = 2 3 4 5 Ratings Reliance trends can concentrate on the men’s quality fabric material by can understand the particular product's problems and they wil tell their superior about the products for solution. so that those 24% can retain and influenced, 12 PARKING FACILITY :From the above figure it was clear that 23 people feel that parking facility is not as much good as compared to the other stores. in the city meanwhile 19 people said they * were happy with the parking facility. But 8 people said that parking facility is bad and stiff so that it looks dangerous when you | see from downward. Interpretation: wesc tt was clear that maximum of the respondents have told that parking facility of the store is not good and some people have said they feel dangerous when they lift upward. As it is situated in middle of the city and one way road area; so itis quite impossible to shift parking area anywhere else as itis underground area. While interacted with customers I found that the 15 — 30 age group people don't feel such fear while uplifting their vehicle except some women. But above 30 or aged people said that they feel fear in downward or upwerd lifting their vehicle. So, It seems that itis a permanent problem for someone and someone found no such problem with the parking area.FINDINGS suMMARY OF FINDINGS «Customers cannot find the T-shirts in size small and medium, very few sizes T-shirts available in the sizes small and medium in men’s casual section. Most of the customers were looking for more well known brands, concentrating on their own private labels and less external brand. Staffs were busy doing the arrangement of merchandise in the opening hours (11a few staff available to help customers on weekdays. Customers are not being asked by the staff to fill n different types of promo offer application like Try. Some offers are repetitive but with different taglines. All the merchandise was not arranged according to their sizes. Some employees were not well trained in assisting the customers. Some types of works like rebranding the different stalls in the store, electric works happening in the store in the working hours creating disturbance to the customers. where Reliance trends im-2pm), very Many customers feel that extra charge for carry bags have to be decreased, Customers in the kids section feel that the collections for kids have to be increased. Some customers in the kids section said that the bottom wear for kids have to be more colourful because the kids’ bottom wear in the store are plain colours, all are almost similar models. Some customers are asking for the footwear. Reliance was looking some customers who were coming into the store for buying the footwear. Earlier Reliance Trends was dealing with footwear but now-a-days itis not dealing with footwear but i's dealing with socks, perfumes, wallets and belts. eration time have to be reduced. Many customers are wating n the store for alteration elance was spending lot of money an promotional activities, but monitoring of promotional activities was very less. Parking Facility is stiff upward; as itis underground parking area. It is situated is one way traffic area, So People face some problem in parking facility area,QUESTIONNAIRE CUSTOMER FEEDBACK FORM NAME: AGE GENDER :- OCCUPATION :- PLEASE CIRCLE A NUMBER TO RATE US (WHERE 1 IS POOR & 5 IS EXCELLENT) LOCATION SERVICE STAFF FRIENDLINESS FABRIC QUALITY SIZE AVAILABILITY [ATMOSPHERE VALUE FOR MONEY RETURN POLICY CLEANLINESS PARKING FACILITY4, Howolten do you vst our store? whenever need arises Monthly 4, main reason fr coming tothe store? value for money Wide Product Range 4. The advertisement affects your shopping behaviour ? Yes 44. Which retail store you prefer most ? v2 Reliance Trends ‘5. Which retail store has a reasonable offers or discounts or coupons ? vw Reliance Trends Which Brand is most preferred by the customers ? Internal Brand 11. Why do you look for a different brand ? Variety Current Fashion 8. From where you get to know about offers and discounts ? Friends & Relatives CI 8. How likely are you to recommend our 25% Social Media 75% 10, Please mention the reasons below for nat choosing the brand or not C4 ) Size nit available Products without discount CUSTOMER SURVEY FORM store to others ? I Weekly During offers/ Pujas Discounts / Offers OU Brand Consciousness CI Vishal Mega Mart No Lohiya Brothers } UO Vishal Mega Mart Lohiya Brothers External Brand Not satisfied with previous brand Qualities of new brand Newspapers & Media SMS Service 50% 100% making purchase, Quality up to mark ‘Not proper co-ordinationCONCLUSION sfactlon with regards fully satisfied lance trends, From the above: findings the following are the conclusion on customer satl toreliance trends. From the study we conclude that all the customers are not without only reliance trends but also with the remaining competitors of rell customers are finding some faults with every apparel stores. ‘The customers entering into the store are happy with the offers available In the store that the offer are good value for ther money, But fram my observation ican conclude that reliance trends was spending lt of money fr diferent types of marketing and promotional activities for driving more customers into the stores, but reliance was not concentrating on converting the people who entered the store into a final customers. ‘After conducting a through survey and research on reliance trends it Is ‘observed that It was been perceived asa good brand. Ithas good customer loyalty and als atrats a large number of new customers. It also offers its customer a unique shopping experience afew brands can offer. It also got an advantage of its locations situate¢ numberof reliance trends stores located across the cty which makes it easy for customers to sccess the store, Customers seemed tobe happy when It came tothe layout ofthe store, the merchandise and cleanliness of the store. Consumers have high expectations from reliance trends regarding pricing: they expect good collection of clothes at much cheaper price. Alot of awareness program may help in getting better footballs. “The future for reliance trends indeed seems to be bright and it should continue to do well as seems apparent from the response of the customers. xf in commercial locations. There are a goodBIBILIOGRAPHY httos://relianceretail,com, httos://en.wikipedia.org/wiki/Reliance Industries httos://en.wikipedia.orp/wiki/Reliance Retail httos://www.fool.com/the-blueprint/retailer-promotions httos://www.ppms.in/blog/retail-promotion-5-of the-best-ideas-for-retail-stores, httos://www.linkedin.com/company/reliance-retal/2originalSubdomai