PROJECT REPORT

(Submitted for the Degree of B.COM HONOURS in Accounting & Finance

under the University of Calcutta)

TITLE OF THE PROJECT

MARKETING AND PROMOTIONAL STRATEGIES ON
RELIANCE RETAIL LIMITED
SUBMITTED BY

NAME OF THE CANDIDATE: RIYA KUMARI

REGISTRATION NO.: 017-1211-1694-20
CU ROLL NO.: 201017-11-0337
NAME OF THE COLLEGE: THE BHAWANIPUR
EDUCATION SOCIETY COLLEGE
COLLEGE UID: 0101200456

SUPERVISED BY

NAME OF THE SUPERVISOR: Prof. ARCHIMAN LAHIRI

NAME OF THE COLLEGE: THE BHAWANIPUR EDUCATION
SOCIETY COLLEGE, KOLKATA

MONTH & YEAR OF SUBMISSION

JUNE, 2023

1
Annexure-IA

SUPERVISOR’S CERTIFICATE

This is to certify that Miss Riya Kumari, a student of B.Com. Honours in Accounting & Finance of The
Bhawanipur Education Society College, under the University of Calcutta has worked under my supervision
and guidance for his/her Project Work and prepared a Project Report with the title MARKETING AND
PROMOTIONAL STRATEGIES OF RELIANCE RETAIL LIMITED which he is submitting, is his
genuine and original work to the best of my knowledge.

SIGNATURE:

NAME: PROF. ARCHIMAN LAHIRI

DESIGNATION: LECTURER

NAME OF THE COLLEGE: THE

BHAWANIPUR EDUCATION SOCIETY COLLEGE

PLACE: KOLKATA

DATE:

2
 ANNEXURE-IB

STUDENT’S DECLARATION

I hereby declare that the Project Work with the title ‘MARKETING AND PROMOTIONAL
STRATEGIES ON RELIANCE RETAIL LIMITED’ submitted by me for the partial fulfilment of the
degree of B.Com. Honours in Accounting & Finance under the University of Calcutta is my original
work and has not been submitted earlier to any other University /Institution for the fulfilment of the
requirement for any course of study.
I also declare that no chapter of this manuscript in whole or in part has been incorporated in this report
from any earlier work done by others or by me. However, extracts of any literature which has been used
for this report has been duly acknowledged providing details of such literature in the references.

SIGNATURE:

NAME: RIYA KUMARI

ADDRESS: KOLKATA

CU REGISTRATION NO.: 017-1211-1694-20

PLACE: KOLKATA

DATE:

3
 ACKNOWLEDGEMENT

I wish to express my sincere gratitude to my project guide Prof. ARCHIMAN LAHIRI for getting
me started and for guiding me through this project. Needless to say, without his knowledge, guidance
and experience, this project would not have gone so far.

I am also sincerely thankful to my college for providing me with the dire opportunity undertakes such
a project. I learnt a lot about the other side of social media and how it influences our lives.

I am also thankful to my family and friends for being so supportive and helpful and also to the
respondents for their kind co-operation.

4
 TABLE OF CONTENT

Sr..No. Particulars Page no.

.
CHAPTER-1 INTRODUCTION 6
1.1 BACKGROUND OF THE STUDY 7
1.2 THE NEED OF THE STUDY 8
1.3 LITERATURE REVIEW 9-10
1.4 OBJECTIVES OF STUDY 11
1.5 RESEARCH METHODOLOGY 12-13
1.6 LIMITATIONS OF STUDY 14
1.7 CHAPTER PLANNING 15

CHAPTER-2 CONCEPTUAL FRAMEWORK 16

2.1 DEFINITION OF MARKETING 17-18
STRATEGY
2.2 BRIEF DESCRIPTION OF SWOT 18
ANALYSIS
2.3 PROMOTION STRATEGY 19-20
FUNDAMENTALS
2.4 ADVANTAGES OF RELIANCE RETAIL 21-22
LIMITED
2.5 DISADVANTAGES OF RELIANCE 23
RETAIL LIMITED
2.6 NATIONAL SCENARIO 24-26
2.7 INTERNATIONAL SCENARIO 26
2.8 COMPANY PROFILE 27-28
CHAPTER-3 PRESENTATION, ANALYSIS AND 29
FINDINGS
3.1 PRESENTATION OF DATA 30-43
3.2 ANALYSIS AND FINDINGS 44

CHAPTER-4 CONCLUSION AND RECOMMENDATIONS 45

4.1 CONCLUSION 46
4.2 RECOMMENDATIONS 46-47
BIBLIOGRAPHY 48-49
ANNEXURE Questionnaire 50-52

5
 CHAPTER:1

INTRODUCTION

6
1.1 BACKGROUND OF THE STUDY
Financial analysis is the process of examining a company’s performance in the context of its industry
and economic environment in order to arrive at a decision or recommendation often, that decisions and
recommendations addressed by financial analysts put into providing capital to companies specifically,
whether to invest in the company’s debt or equity securities and at what price. And investor in debt
securities is concerned about the company’s ability to pay interest and to repay the principal lent and
investor in equity securities is an owner with are dual interest in the company and is concerned about
the company’s ability to pay dividends and the livelihood at its share price will increase overall, a central
focus of financial analysis is evaluating the company’s abilityto earn a return on its capital that is at
least equal to the cost of that capital, the profitability grow its operation, and to generate enough cash
to meet obligation and pursue opportunities.

7
1.2 NEED OF THE STUDY

• The analysis of financial Statement helps the analysts to know the financial information from
the financial data contained in the financial statements and to access the financial health of an
enterprise. It also helps to make a forecast for the future which helps us to prepare budgets
and estimates.

• It helps us to know the reasons for relative changes either in profitability or in the
financial position as a whole.

• It also helps to know both the short term liquidity position vis-a–vis working capital position,
as also the long term liquidity and solvency position of a firm.

8
1.3 LITERATURE REVIEW
The Literature review of this study will emphasis on the related studies on comparing and analyzing
financial statements to make an investment more over the review of literature guides the Researchers
for getting better understanding of methodology used, limitation of various available Estimation
procedures and database, and logical interpretation and reconciliation of the conflicting results.

Kennedy and Muller (1999), has explained that “The analysis and interpretation of financial
Statements are an attempt to determine the significance and meaning of financial statements data so
That the forecast may be made of the prospects for future earnings, ability to pay interest and debt
Maturates (both current and long term) and profitability and sound dividend policy.”

Meigs and Meigs (2003), the key objectives of financial analysis are to determine the company’s
Earnings performance and the soundness and liquidity of its financial position. We are essentially
interested in financial analysis as a predictive tool. Accordingly, we want to examine both Quantitative
and qualitative data in order to ascertain the quality of earnings and the quality and Protection of assets.
In periods of recession when business failures are common, the balance sheet takes on increase
importance because the question of liquidity is uppermost in the minds of many in the business
community.
However, when business conditions are good, the income statement receives more attention.
Nevertheless, a financial analyst has to grapple on the above complexities of using financial statement
analysis to achieve a specific purpose.

Andrew et al (1989) used descriptive statistics to confirm the earlier findings that HR is the most
disclosed the me followed by product, community and lastly by environment. The study also found 15
that medium to large companies made more social disclosures. These disclosures were mainly
declarative and no enough evidence could be gathered to confirm the association between industry and
corporate social reporting.

Guthrie and Parker (1989) conducted a longitudinal study covering 100 years to relate corporate social
reporting with the needs of the corporations to legalize their actions. In his research the legitimacy theory

9
has been rejected taking six thematic disclosure namely environment, energy, human resources, product,
community development and others. The thematic disclosures were measured on the basis of space
incidence.

Savage (1994) reported that out of 115 South African companies approximately 50 percent of
companies are making social disclosures with human resource (89 percent) as the main theme. Human
resource disclosures related to pay, working conditions, compensation and equal opportunities. Other
social disclosures include community Involvement (72 percent) and environmental disclosures (63
percent).

10
1.4 OBJECTIVE OF THE STUDY

 To ascertain short-term liquidity position of an enterprise of an

enterprise by the application of various liquidity ratios.
 To evaluate the long-term solvency position by the application of various
solvency ratios;
 To assess the risk (both financial as well as business) involve with firm.
 To assess the present earning capacity of the firm for the purpose of
inter-firm company and thereby to assess the progress or otherwise of
the firm.
 To assess the past performance and current position.
 Prediction of Net Income and Growth prospects.

11
1,5 RESEARCH METHODOLOGY
Research methodology used to collect data base for the project report are:

Primary Data

Primary data was collected through a survey of 77 respondents in Kolkata. The survey
questionnaire consisted of a mix of closed-ended and open-ended questions. The closed-ended
questions were used to collect quantitative data, such as the respondents' age, gender, income,
and shopping habits. The open-ended questions were used to collect qualitative data, such as
the respondents' opinions and feedback on Reliance Retail.

Unstructured Interview

In addition to the survey, an unstructured interview was conducted with a small number of respondents.
The purpose of the unstructured interview was to gain a deeper understanding of the respondents'
experiences with Reliance Retail. The interview questions were open-ended and allowed the
respondents to share their thoughts and feelings freely.

Sampling Size

The sample size of 77 respondents was determined by considering the time and resources
available for the project. The sample size is considered to be sufficient for the purpose of this
project.

Geographical Area

The respondents were all from Kolkata. This is because the project was focused on
understanding the customer preference and feedback for shopping from Reliance Retail in
Kolkata.

Secondary Data

Secondary data was collected through various websites and articles available on the internet.
The secondary data was used to provide context and background information for the project.

12
Tools for Analysis

The data collected through the survey and unstructured interview was analyzed using a variety
of tools, such as rating method, graphs, and pie charts. The data was analyzed to identify the
customer preference and feedback for shopping from Reliance Retail.

Results and Discussion

The results of the research showed that the majority of the respondents were satisfied with their
shopping experience at Reliance Retail. The respondents appreciated the wide range of
products available at Reliance Retail, the competitive prices, and the convenient shopping
experience. However, some of the respondents also mentioned some drawbacks of Reliance
Retail, such as the long queues at the checkout counters and the lack of parking space.

The findings of this research can be used by Reliance Retail to improve its customer service
and attract more customers. For example, Reliance Retail can reduce the number of queues at
the checkout counters by introducing self-checkout counters. Reliance Retail can also increase
the number of parking spaces to make it easier for customers to park their cars.

Overall, the research methodology used in this project was sound and rigorous. The findings
of the research can be used by Reliance Retail to improve its customer service and attract more
customers.

13
1.5 LIMITATION OF THE STUDY
The analysis of financial statements cannot take place of sound judgment. It is only a means
to reach conclusions. The analyst must use his/her judgment to interpret the results of the
analysis and make decisions.

Only past data of accounting information is included in the financial statements. The future
cannot be predicted with certainty based on past data. There are many factors that can affect a
company's financial performance in the future, such as economic conditions, changes in
technology, and competition.

Sometimes, the contents of the financial statements are manipulated by window dressing.
Window dressing is the practice of making a company's financial statements look better than
they actually are. This can be done by, for example, delaying the recognition of expenses or
accelerating the recognition of revenues. If window dressing is taking place, the analysis of
financial statements will be misleading.

The business conditions and circumstances of one year to subsequent can never be similar.
Hence, it is very difficult for analysis and comparison of one firm with another. This is
because different companies operate in different industries and face different economic
conditions.

The purchasing power of money is reduced from one year to subsequent year due to inflation.
It creates problems in comparative study of financial statements of different years. This is
because the value of money changes over time due to inflation. Therefore, financial
statements that are not adjusted for inflation may not be comparable to financial statements
that are adjusted for inflation.

14
1.7 CHAPTER PLANNING

There will be four chapters in this project report:

Chapter 1: Introduction

This chapter will provide a brief introduction to financial statement analysis, including its
purpose, uses, and limitations.
It will also discuss the background of the study, the need for the study, the literature review,
the objectives of the study, the methodology used, and the chapter planning

Chapter 2: Conceptual Frameworks

This chapter will discuss the conceptual frameworks for financial statement analysis,
including the meaning, objectives, advantages, limitations, users, and a brief company profile
of Reliance Industries Ltd.

Chapter 3: Presentation of Data, Analysis, and Findings

This chapter will present the data collected for the study, analyze the data, and discuss the
findings.
It will include various tables and charts of different types of ratios, common size balance
sheet, and comparative balance sheet based on the data of five years.

Chapter 4: Conclusion and Recommendations

This chapter will summarize the findings of the study and make recommendations for future
research.

15
 CHAPTER: 2
CONCEPTUAL FRAMEWORK

16
 2.1 DEFINITION OF MARKETING STRATEGY

A marketing strategy is a long-term plan for achieving a company's goals by understanding

the needs of customers and creating a distinct and sustainable competitive advantage. It
involves mapping out the company's direction for the forthcoming planning period,
undertaking a 360° review of the firm and its operating environment, and carefully
considering the marketing mix.

The four fundamentals of marketing strategy are:

Product: The product is the good or service that the company offers to its customers. It is
important to understand the needs and wants of customers in order to create a product that
they will find valuable.
Price: The price is the amount of money that customers pay for the product. It is important to
set a price that is competitive and that will generate a profit for the company.
Place: The place is where the product is sold. It is important to choose distribution channels
that will make the product accessible to customers.
Promotion: Promotion is the process of communicating the value of the product to
customers. It is important to use a variety of promotional tools, such as advertising, public
relations, and sales promotion, to reach the target market.
In addition to the four Ps, marketing strategy also considers the following factors:

The target market: The target market is the group of customers that the company is trying to
reach. It is important to understand the needs and wants of the target market in order to create
a marketing strategy that will be effective.
The competition: The competition is the other companies that are selling similar products or
services. It is important to understand the competition in order to develop a marketing
strategy that will give the company a competitive advantage.
The marketing environment: The marketing environment is the external factors that can affect
a company's marketing strategy. These factors include the economic environment, the
political environment, the social environment, and the technological environment.
A well-crafted marketing strategy can help a company achieve its goals by increasing sales,
improving brand awareness, and building customer loyalty. By understanding the needs of
17
customers, creating a distinct competitive advantage, and using the right marketing mix,
companies can develop marketing strategies that will help them succeed in the marketplace.

2.2 BRIEF DESCRIPTION OF SWOT ANALYSIS

A SWOT analysis is a strategic planning tool that helps organizations identify their strengths,
weaknesses, opportunities, and threats. It is a useful tool for businesses of all sizes, and can
be used to help with a variety of planning tasks, such as developing new products, entering
new markets, or expanding into new areas.

The four components of a SWOT analysis are:

Strengths: These are the things that the organization does well, or the things that give it an
advantage over its competitors.
Weaknesses: These are the things that the organization does poorly, or the things that put it
at a disadvantage to its competitors.
Opportunities: These are the external factors that could benefit the organization, such as
changes in the market, new technologies, or government regulations.
Threats: These are the external factors that could harm the organization, such as changes in
the economy, new competitors, or natural disasters.

Once an organization has identified its SWOT factors, it can use this information to develop
strategies that will help it to achieve its goals. For example, if an organization has a strength
in customer service, it could develop a strategy to focus on customer retention. Or, if an
organization has identified a threat in the form of a new competitor, it could develop a
strategy to differentiate itself from the competition.

A SWOT analysis is a valuable tool for any organization that wants to improve its strategic
planning process. By taking the time to identify its strengths, weaknesses, opportunities, and
threats, an organization can develop strategies that will help it to achieve its goals and
objectives.

18
2.3 PROMOTION STRATEGY FUNDAMENTALS

There are many different types of promotion, and the best approach will vary depending on
the specific product or service, the target market, and the budget. Some common types of
promotion include:

Personal selling: This is when a salesperson interacts with a potential customer in person to
make a sale.
Advertising: This is when a company pays to have its message placed in a media outlet, such
as a newspaper, magazine, television show, or website.
Direct marketing: This is when a company sends a message directly to a potential customer,
such as through email, direct mail, or telemarketing.
Sales promotion: This is when a company offers a short-term incentive to encourage a
purchase, such as a coupon, rebate, or contest.
Public relations: This is when a company creates positive publicity for itself through
activities such as press releases, sponsorships, and events.
When developing a promotion strategy, it is important to consider the following factors:

The target market: Who are you trying to reach with your promotion? What are their needs
and wants?
The budget: How much money do you have to spend on promotion?
The message: What do you want to communicate to your target market?
The media: How will you reach your target market?
The evaluation: How will you measure the success of your promotion?
By carefully considering these factors, you can develop a promotion strategy that will help
you reach your target market and achieve your marketing goals.

In addition to the traditional promotion methods mentioned above, there are also a number of
new and emerging promotion methods that can be used to reach customers. These include:

Social media marketing: This is the use of social media platforms, such as Facebook,
Twitter, and Instagram, to connect with potential customers and promote products or
services. 19
Influencer marketing: This is the practice of partnering with influencers, or people who
have a large following on social media, to promote products or services to their followers.
Content marketing: This is the creation and distribution of valuable, relevant content to attract
and retain a target audience.
Email marketing: This is the use of email to send promotional messages to potential
customers.
These new and emerging promotion methods can be an effective way to reach customers and
achieve marketing goals. However, it is important to note that these methods can also be
expensive and time-consuming. As a result, it is important to carefully consider the target
market, the budget, and the goals before using these methods.

20
2.4 ADVANTAGES OF RELIANCE RETAIL LIMITED
Reliance Retail Limited is one of the largest retail chains in India. It operates various retail
formats, including grocery stores, hypermarkets, electronics stores, fashion and apparel
outlets, and more. Here are some of the advantages of Reliance Retail Limited:

• Wide range of products: Reliance Retail offers a diverse range of products across
multiple categories, providing customers with a one-stop shopping experience. They
cater to the needs of customers from groceries and household items to electronics,
fashion, and lifestyle products.
• Strong supply chain: Reliance Retail has a robust and well-established supply chain
network. They leverage their extensive distribution network and logistics capabilities
to ensure efficient procurement, storage, and delivery of products. This allows them to
maintain a steady supply of goods and minimize stock-outs.
• Focus on customer experience: Reliance Retail places a strong emphasis on enhancing
the customer experience. They invest in creating modern and attractive store layouts,
employing trained staff, and implementing advanced technology to provide a
seamless shopping experience for customers.
• Competitive pricing and promotions: Reliance Retail is known for its competitive
pricing strategy. They often offer discounted prices, promotional offers, and loyalty
programs to attract customers. This enables them to remain competitive in the market
and gain customer loyalty.
• Digital integration: Reliance Retail has made significant efforts to integrate digital
technology into its operations. They have developed their own digital platforms, such
as JioMart, an e-commerce platform, to reach a wider customer base. They also
leverage data analytics to gain insights into customer preferences and personalize
offerings.
• Extensive network and reach: Reliance Retail has a widespread presence across India,
with thousands of stores in both urban and rural areas. This extensive network allows
them to reach a large customer base and cater to diverse market segments.
• Strong parent company support: Reliance Retail is backed by Reliance Industries
Limited, one of the largest conglomerates in India. This provides them with financial
stability, strategic support, and access to resources, enabling them to invest in
21
expansion, technology, and innovation.
• Vertical integration: Reliance Retail benefits from the vertical integration within the
Reliance Industries group. They have access to various Reliance-owned brands and
products, allowing them to offer exclusive merchandise and maintain control over the
supply chain.
• These are just some of the advantages that Reliance Retail Limited has over its
competitors. These advantages have helped Reliance Retail become one of the most
successful retail chains in India.

22
2.5 DISADVANTAGES OF RELIANCE RETAIL LIMITED

➢ Market dominance concerns: Reliance Retail's substantial market share in various

sectors has raised concerns about its dominance and potential impact on competition.
Critics argue that this dominance could limit choices for consumers and smaller
retailers, potentially leading to a less diverse and competitive retail landscape.
➢ Supplier bargaining power: Due to its large size and market influence, Reliance Retail
may have significant bargaining power over suppliers. This could result in a power
imbalance, where Reliance Retail can negotiate more favorable terms and pricing,
potentially impacting the profitability and sustainability of smaller suppliers.
➢ Impact on small retailers: The expansion of Reliance Retail's network and aggressive
pricing strategies may pose challenges for smaller, independent retailers. The
competitive pressure from Reliance Retail's scale and resources could make it difficult
for these smaller businesses to compete and survive.
➢ Potential job displacement: Reliance Retail's adoption of advanced technologies and
automation in its operations could lead to job displacement for some workers. As the
company continues to invest in digital integration and process automation, there may
be a shift towards a more streamlined workforce, which could impact employment
opportunities.
➢ Data privacy concerns: Reliance Retail's focus on digital integration and the collection
of customer data raises concerns about data privacy and security. As the company
gathers and analyzes consumer data to personalize offerings and improve customer
experiences, there is a need to ensure proper safeguards are in place to protect the
privacy of individuals.
➢ Local economic impact: Some critics argue that the expansion of large retail chains
like Reliance Retail can have adverse effects on local economies. They suggest that
the entry of large-scale retailers may lead to the displacement of small, local
businesses, affecting the livelihoods of many in the community.

23
 2.6 NATIONAL SCENARIO

Reliance Retail Limited is one of the largest retail chains in India with a significant presence
in the Indian retail sector. It has played a crucial role in shaping the national scenario by
expanding its market share, integrating digital technology, and generating employment. The
company has also been subject to various government regulations and policies.

Here are some key aspects of Reliance Retail's national scenario:

• Market presence: Reliance Retail is one of the largest retail chains in India, with a
wide network of stores across the country. It operates in various formats, including
grocery stores, hypermarkets, electronics stores, fashion and lifestyle outlets, and
more. Its extensive reach and diverse product offerings have contributed to its market
dominance.

• Market share: Reliance Retail has consistently been expanding its market share in
multiple retail categories. It competes with both organized and unorganized retailers,
including local businesses and other large retail chains. Reliance Retail's aggressive
expansion and competitive pricing strategies have allowed it to capture a significant
portion of the retail market.

• Digital integration: Reliance Retail has made significant strides in integrating digital
technology into its operations. The company has developed its own e-commerce
platform, Jio Mart, which connects online consumers with nearby physical stores.
This digital integration has allowed Reliance Retail to tap into the growing online
retail market and reach a wider customer base.

• Employment generation: Reliance Retail's expansion has resulted in significant job

creation across the country. The company employs a large workforce to operate its
stores, supply chain, and support functions. The expansion of Reliance Retail has
provided employment opportunities, particularly in urban and semi-urban areas where
its stores are located.

• Government regulations: The retail sector in India is subject to various government

regulations and policies. Reliance Retail, being a major player in the industry,
operates within the regulatory framework set by the government. The company has to 24
 comply with rules related to foreign direct investment (FDI), taxation, labor laws, and
other relevant regulations.

It is important to note that the national scenario of Reliance Retail may have evolved since
my knowledge cutoff in September 2021. For the most up-to-date information on Reliance
Retail's national scenario, I recommend referring to recent news articles, market reports, and
official statements from the company.

Here are some additional details about Reliance Retail's national scenario:

Turnover: Reliance Retail reported a turnover of Rs. 2,60,364 crore for the financial year
2022-23. This represents a growth of 25% over the previous year.

Stores: Reliance Retail operated 18,040 stores across 7,000+ towns as of March 31, 2023.
This represents an increase of 10% over the previous year.

Employees: Reliance Retail employs over 1.5 million people. This makes it one of the largest
private employers in India.

Impact on the economy: Reliance Retail is a major contributor to the Indian economy. It
generates billions of dollars in revenue and employs millions of people. The company also
helps to drive economic growth by stimulating demand for goods and services.

Overall, Reliance Retail is a major player in the Indian retail sector. It has a significant
presence across the country and is a major contributor to the Indian economy. The company
is likely to continue to grow in the future, and it will be interesting to see how it shapes the
national retail landscape.

25
 ➢ It's important to note that these disadvantages may not apply uniformly to all locations
or situations. The impact can vary based on local market conditions, regulatory
frameworks, and the perspective of different stakeholders.

2.7 INTERNATIONAL SCENARIO

Strategic partnerships: Reliance Industries Limited has forged strategic partnerships with
several international companies across various sectors. For instance, Reliance Retail has
partnered with global brands like Marks & Spencer and Hamleys to bring their products to
the Indian market through its retail outlets. These partnerships allow Reliance Retail to offer
a wide range of international products to Indian consumers.
Global investments: Reliance Industries has made significant investments in global
companies, particularly in the technology and digital sectors. For example, Reliance
Industries acquired a controlling stake in the British toy retailer Hamleys in 2019, marking its
entry into the international retail market.
Expansion plans: While Reliance Retail's primary focus has been the Indian market, there
have been reports of potential international expansion plans. Reliance Industries has
expressed its ambition to make Reliance Retail a global retailer and leverage its digital
capabilities to enter international markets. However, the specific details and timeline of such
expansion plans were not available as of my knowledge cutoff.
E-commerce ambitions: Reliance Retail's digital platform, JioMart, has the potential to reach
international markets. Leveraging the widespread adoption of the internet and e-commerce,
Reliance Retail may explore opportunities to expand its digital operations beyond the borders
of India. However, any international expansion in the e-commerce space would likely face
competition from existing global players.
It is important to note that the international scenario of Reliance Retail may have evolved
since my knowledge cutoff in September 2021. For the most up-to-date information on
Reliance Retail's international scenario, I recommend referring to recent news articles, market
reports, and official statements from the company.

26
2.8 COMPANY PROFILE

Here are some additional details about Reliance Retail's financial performance:

Revenue: Reliance Retail recorded a gross revenue of INR2.60 Lakh crore for FY23, a
growth of 30% over the last year.
EBITDA: The vertical reported an EBITDA of INR17,928 Cr, up 45% while EBITDA
margin on net sales stood at 7.6%.
Cash Profit: Cash Profit for FY23 stood at INR13,963 Cr, higher by 42%.
Number of transactions: Number of transactions stood at 103.3 Cr while store footfall
hovered around 78 Cr mark.
Registered customer base: Registered customer base soared to 24.9 Cr in FY23, up from
19.3 Cr in FY22.
Overall, Reliance Retail is a rapidly growing retail chain with a strong presence in the Indian
market. The company has ambitious plans to expand internationally and become a global
player. It will be interesting to see how Reliance Retail's international expansion plans unfold
in the coming years.

27
28
 CHAPTER 3

PRESENTATION, ANALYSIS AND FINDINGS

29
PRESENTATION OF DATA

PRIMARY DATA

1.AGE

0-18
18-45
45-60
60 & above

Age No of Persons Percentage

0-18 5 6.5%
18-45 69 89.6%
45-60 1 1.3%
60 & above 3 2.6%

Sales
100.00%
90.00%
80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
0-18 18-45 45-60 60 & above

Sales

Interpretation- The above shows the age of the customers in our sample study. According to
our analysis were cord that out of 77 people that know about reliance retail 6.5% or 5 people
fall under 18 years of age. 69 people or 89.6% are aged under 18 to
45. 1.3% or 1 person belongs to 45 to 60 years of age. 2.6% or 3 people belong to age 60 and
above.

30
2. Gender
Male
Female
Other

Gender No of Persons Percentage

Male 33 42.9%
Female 44 57.1%

43%
57% Male
Female

Interpretation- The above shows the gender of the customers in our sample study According
to our an analysis were cord that out of 77 people 33 people or 42.9% are male while 44
people or 57.1% are females

31
3. Current Occupation

Business

Profession

Student

Other

Current Occupation No of Persons Percentage

Business 7 9.1%
Profession 6 7.8%
Student 57 74%
Others 7 9.1%

9% 9%
8%

Business
Profession
Student

74% Other

Interpretation- The above shows the current occupation of the customers in our sample
study. According to our analysis we record that out of 77 people 7 people or 9.1% do busi-
ness,7.8%or 6 people are working professional, 74% or 57 people are student and 9.1% or 7
people do some other work apart from what is mentioned above. 32
4.Visited Reliance Store
• Yes
• No
• Maybe
Visited No of Persons Percentage
Yes 69 89.6%
No 4 5.4%
Maybe 4 5.4%

Sales

5% 5%

Yes
No
Maybe
90%

Interpretation-The above shows if the customers visited Reliance store. According to our
analysis we record that out of 77 people 69 people or 89.6% responded as a YES to the
question mentioned while 4 people or 5.4% responded as a NO and 4people or5.4%answered
the question as a MAYBE.

5. Category of Products bought from reliance store

• Electronics
• Clothing and Accessories
• Groceries
33
• Other
 Category No of Persons Percentage
Electronics 15 19.5%
Clothing and Accessories 40 51.9%
Groceries 17 22.1%
Other 5 6.5%

OTHER 6.50%

GROCERIES 22.10%

CLOTHING AND ACCESSORIES 51.90%

ELECTRONICS 19.50%

Interpretation- The above shows the category of products that are bought by the customers
from reliance store. According to our analysis out of77
people19.5%or15peoplepurchaseselectronicsitems,17peopleor22.1%prefergroceries,5 people
or 6.5% buys some other stuff while the highest one goes to the clothing and accessories
category with 40 people or 51.9%

6. Frequency of purchase from Reliance store

• Weekly
• Monthly 34

• Quarterly
 • Once in a year
Frequency No of persons Percentage
Weekly 8 10.4%
Monthly 19 24.7%
Quarterly 23 29.9%
Once in a year 27 35.1%

10%

35%
25% Weekly
Monthly
Quarterly

30% Once in a Year

Interpretation- The above shows the frequency of purchase made by the customers from
reliance store. According to our analysis out of 77 people 8 people or 10.4% makes weekly
purchases ,19 people or 24.7% makes monthly purchases ,23 people or 29.9% makes a
quarterly purchase and 27 people or 35.1% makes purchases from reliance store once in a
year

7. No. of Reliance store in locality

• 2-4
• 4-8
• 8-12
• 12 or above

No of Stores No of Persons Percentage 35

2-4 55 71.4%
 4-8 19 24.7%
8-12 1 1.9%
12 or above 2 2%

60

50

40

30

20

10

0
2 to 4 4 to 8 8 to 12 12 or above

Interpretation-The above shows the number of reliance store in locality. According to our
analysis out of 77 people 55 people or 71.4% says that there are 2 to 4 stores in their
locality,19 people or 24.7% says that there are 4 to 8 stores, 1 person or 1.9% says that there
are 8 to 12 stores and 2 persons or 2% says there are more than12 stores in their locality.

8. Quality of products in terms of price

• Poor
• Good
• Average
• Satisfactory

Quality of Products No of Persons Percentage

Poor 1 1.2%
Good 36 46.8% 36
Average 24 31.2%
 Satisfactory 20 20.8%

1%
21%

47% Poor
Good

31% Average
Satisfactory

Interpretation- The above shows the quality of products in terms of price from reliance
store. According to our analysis out of 77 people1person or 1.2% says that the quality is poor
while 36 people or 46.8% rate the quality to be good, 24 people or 31.2% says the quality is
an average and for16 people or 20.8% the quality is quite satisfactory

9. Unique feature of clothes liked by people

• Quality
• Affordable prices
• Variety
• Other

Features No of Persons Percentage

37
Quality 20 27%
 Affordable Prices 38 51.4%
Variety 13 17.6%
Other 3 4%

4%
18% 27%

Quality
Affordable Prices
Variety

51% Other

Interpretation-The above shows the unique feature of clothes that the people like from
reliance store. According to our analysis out of 74 people 20 people or 27 % likes the
quality,38 people or 51.4% likes the affordable price, 13 people or 17.6 % likes the variety of
clothes while 3 people or 4% likes the clothes for some other reasons.

10. Ratings the value of electronics appliances by reliance digital

• 1
• 2
• 3
• 4
• 5
Ratings No of Persons Percentage
1 5 6.8% 38
 2 7 9.6%
3 23 31.5%
4 29 39.7%
5 9 12.3%

5 9

4 29

3 23

2 7

1 5

0 5 10 15 20 25 30 35

Interpretation- The above shows the ratings made by the customers in respect to the
electronics appliances by reliance digital. According to our analysis out of 73 people 5 people
or 6.8% rated it a 1, 7 people or 9.6% rated it a 2, 23 people or 31.5% rated it a 3, 29 people
or 39.7% rate it a 4 while only 9 people or 12.3% rated it a 5

11. Ratings of customer care services of Reliance retail

• 1
• 2
• 3
• 4
• 5

39
 Ratings No of Persons Percentage
1 2 2.6%
2 12 15.8%
3 24 31.6%
4 25 32.9%
5 13 17.1%

5 13

4 25

3 24

2 12

1 2

0 5 10 15 20 25 30

Interpretation-The above shows the ratings made by the customers in respect to the
customer care service by reliance digital. According to our analysis out of 76 people 2 people
or 2.6% rate dita1, 12 people or 15.8% rated it a 2 ,24 people or 31.6% rated it a 3, 25 people
or 32.9% rated it a 4 while only 13 people or 17.1% rated it a 5.

12. Reasons for preference to reliance as a brand for a particular category

• Quality
• Cost effective
• Customer Experience
• Brand value 40

Reasons for Preference No of Persons Percentage

 Quality 12 15.8%
Cost Effective 39 51.3%
Customer Experience 12 15.8%
Brand Value 13 17.1%

39

13
12

12

QUALITY COST EFFECTIVE CUSTOMER EXPERIENCE BRAND VALUE

Interpretation – The above shows the reasons for preference to reliance brand. According to
our analysis out of 76 people12 people or 15.8% likes the quality, 39 people or 51.3% likes it
for the cost effectiveness, 12 people or 15.8% like sit for their customer experience and 13
people or 17.1 %likes it for its brand value in the market.

41
13. Rating for recommendation to friend and relatives
• 1
• 2
• 3
• 4
• 5

Ratings No of Persons Percentage

1 5 6.6%
2 9 11.8%
3 21 27.6%
4 32 42.1%
5 9 11.8%

5 9

4 32

3 21

2 9

1 5

0 5 10 15 20 25 30 35

42
Interpretation- The above shows the ratings made by the customers in respect to the
recommendation of reliance stores to their family and friends. According to our analysis out
of 76 people 5 people or 6.6% rated it a1,9 people or 11.8% rated the recommendation a 2,21
people or 27.6% rated it a 3,32 people or 42.1% rated it a 4 while only 9 people or11.8%
rated the recommendation a 5.

43
3.2 ANALYSIS AND FINDINGS
After going through the project and the collected data, we see that:

Around88% of the people, visited the store and about 28% of them purchase products weekly
and most frequently.

Most of the people i.e., around 53% purchase clothes and Accessories. Reliance trends has a
strong presence in digital commerce channels and has become India's largest fashion
destination with12,711 stores all over India.

Around 55.7% of the people rated products of Reliance fresh as good. Now a days Reliance
Fresh is a ls o giving door step delivery in more than 200 cities.

In consumer electronics, 21.4% of the people, have rated to highest (i.e.,5). Reliance digital
and My Jio store formats are backed with Restfully fledged service organization having
400+storesand 5000 products according to March 2021 Data.

In terms of customer ratings to service, 23% of the people have rated to highest (i.e.,5).
Reliance retail serves over 1,00,000 customers every hour and has the patronage of more than
117million registered customers. Now it is working effectively to reach more and more
customers and serving the according to the it needs.

Most of the people prefer Reliance as a brand because of its better quality, Some are attracted
due to cost effectiveness (i.e. around 30.8%) and some of them due to its Brand Value (i.e.,
around17.1%)

When it comes to recommendation, 22.2% of the people are more likely to recommend with
highest rat-ings,45.3% with 4 ratings and 21.4% with average ratings (ie.,3) as Reliance Retail
has been ranked 53rd in the list of Top Global Retailers.
About 84.3% of people have less number of retail stores in their locality ranges 0 to 4.

44
 CHAPTER: 4
CONCLUSIONS AND RECOMMENDATIONS

45
4.1 CONCLUSION

➢ In the last we can conclude that RIL as a brand caters to the needs of diverse range of
consumer segments with its wide range of products available across its retail outlets
and services ranging from telecom to petrol stations.

➢ RIL uses a mix of demographic, geographic & psycho graphic segmentation variables
such as profession, gender, age, income class , behaviour, region etc.

➢ Reliance Industries is heavily inclined towards advertising and brand promotion.

➢ The promotional strategy in the marketing mix of Reliance Industries is focused

towards 360 branding and aggressive brand promotions.

➢ Reliance uses the tagline “Growth is Life” and has encapsulated its sentiments of
taking people together.

4.2 RECOMMENDATIONS

Growing a business isn't easy. First, you need a viable idea. From there, you need to discover
a profit niche, define a target demographic and have something of value to sell them.
Whether you're peddling products, services or information, getting the word out has become
increasingly burdensome. And with-out the right marketing strategies to fuel your growth,
churning a profit and staying afloat is virtually impossible.

Use social media.

You can't ignore social media. That's where all the so-called magic is happening. Some
businesses have been built solely on the backs of social media. It can be intimidating at first
Sure. But as you build momentum, you'll find posting on social media to get easier and easier
over time.
46
Use direct messages on platforms like Instagram and even Snapchat or Twitter to reach out to
other successful businesses or even to communicate with potential customers who might be
looking for your products and services. This is very powerful marketing.

Create video tutorials

Today, YouTube is the second largest search engine in the world behind Google. Whenever
someone wants to learn something visually, they head there. You've likely done it yourself
countless times. So just ask yourself what you could teach in your business that would help
consumers solve some pain point? What got you into business in the first place?

A fine balance between human interaction and technology needs to be attained. Focus should
be in feed-back system and image building activity. Service firms should create a climate
chat promotes a customer’s view point of activities, processes, and culture or customer
specific services. The Reliance group provides small gifts and privilege cards and conducts
customer draws, which creates emotional bonding with the customers for the service
provider.

Streamline the retail front office operation:

Retail front office is the customer contact point and most important for the retail store and
retail industry.

Media should be selected according to the choice of customers.

In rural areas media should be according to the choice of the people.

The retail outlets have to automate the generation of sell options based on Customer request
data, price and products type availability and minimize the need for manual lookup so
required information.

47
BIBLIOGRAPHY

48
• Newspapers:
-The Hindu
-Times of India
-The National Daily

• Magazines:
-India Today
-Outlook
-The Times

• Internet Sources:
-https://en.wikipedia.org/wiki/Reliance_Retail
-https://yourstory.com/2021/05/reliance-retail-2nd-fastest-growing-retailer-in-wo
-https://www.euromonitor.com/reliance-retail-ltd-in-india/report

49
 Annexure

Questionnaire

1. Name:

-------------------------------------------------------------

2. Age:

• 0-18Years
• 18-45Years
• 45-60Years
• 60Above

3. Gender:

• Female
• Male
• Other

4. Current Occupation:

• Business
• Profession
• Student
• Other

5. Have you ever visited reliance store?

• Yes
• No
• Maybe

6. Which category of products do you buy from the reliance store?

• Electronics
• Clothing and Accessories 50
• Groceries
• Other

7. How frequently do you purchase product from reliance retail?

• Weekly
• Monthly
• Quarterly
• Once in a year

8. How many outlets of reliance retail are there in your locality?

• 0-4
• 4-8
• 8-12
• 12orAbove

9. How is the quality of products of reliance fresh in terms of price?

• Poor
• Good
• Average
• Satisfactory

10. Which unique features of clothes in reliance trends do you like the most?

• Quality
• Affordable Price
• Variety
• Other

11. How would you rate the value of electronic appliance by reliance digital?

• 1
• 2
• 3
• 4
• 5

12. How would Which unique features of clothes in reliance trends do you like the most?

• Quality 51
• Affordable Price
• Variety
• Other

13. How would you rate the value of electronic appliance by reliance digital?

• 1
• 2
• 3
• 4
• 5

14. How would you rate the customer care service of reliance retail?

• 1
• 2
• 3
• 4
• 5

15. Why do you prefer reliance as a brand for any particular category of product?

• Quality
• Cost Effective
• Customer Experience
• Brand Value

16. How likely would you recommend reliance product to your friend or relative?

• 1
• 2
• 3
• 4
• 5

17. What are the areas under reliance retail in which you want to bring changes?

--------------------------------------------------

52