Everyday low price ("EDLP") is a pricing strategy promising consumers a low price without

the need to wait Ior sale price events or comparison shop. EDLP saves retail stores the eIIort
and expense needed to mark down prices in the store during sale events, and to market these
events; and is believed to generate shopper loyalty.
|1|
It was noted in 1994 that the Wal-Mart
retail chain in America, which Iollows an EDLP strategy, would buy "Ieature advertisements"
in newspapers on a monthly basis, while its competitors would advertise 52 weeks per
year.
|1||2|

Procter & Gamble, Wal-Mart, Food Lion, and Winn-Dixie are Iirms that have implemented
or championed EDLP.
|2|

One 1992 study stated that 26 oI American supermarket retailers pursued some Iorm oI
EDLP, meaning the other 74 were Hi-Lo promotion-oriented operators.
|2|

One 1994 study oI an 86-store supermarket grocery chain in the United States concluded that
a 10 EDLP price decrease in a category increased sales volume by 3, while a 10 Hi-Lo
price increase led to a 3 sales decrease; but that because consumer demand at the
supermarket did not respond much to changes in everyday price, an EDLP policy reduced
proIits by 18, while Hi-Lo pricing increased proIits by 15.
|2|




rlclng sLraLegy LhaL promlses consumers Lhe lowesL avallable prlce wlLhouL coupon cllpplng walLlng
for dlscounL promoLlons or comparlson shopplng also called value prlclng LuL saves reLallers Lhe
Llme and expense of perlodlc prlce markdowns saves manufacLurers Lhe cosL of dlsLrlbuLlng and
processlng coupons and ls belleved Lo generaLe shopper loyalLy A manufacLurers successful LuL
wholesale prlclng sLraLegy may reduce volaLlllLy ln producLlon and shlpplng quanLlLles and decrease
Lhe number of Llmedegraded producL unlLs LhaL consumers recelve LuL has been champloned by
WalMarL and rocLer Camble ln recenL years oLher markeLers have dropped LuL ln favor of
more LradlLlonal sLraLegles bellevlng LhaL consumers are more moLlvaLed by Lemporary markdowns
and coupon savlngs 1o be successful LuL requlres every day low cosLs ln llne wlLh Lhe prlclng 5ee
olso forward buylng

8ead more hLLp//wwwanswerscom/Loplc/edlp#lxzz1gv82laCA






8ellance fresh


About Reliance Fresh a convenient store format, is governed by
the Mukesh Ambani and is the most important part of Reliance
Industries retail Business. Reliance Ltd. has planned to invest more
than Rs. 25000 crores in the retail division.
It also comprises more than 560 reliance fresh stores all over the
country. The outlet sells fresh fruits, staples, dairy products, fresh
juice bars, groceries and vegetables. A distinctive Reliance Fresh
outlet is around 3000 to 4000 sq. feet and accommodates
catchment area of one to three Kilometers.
istory of Reliance Fresh
The Reliance Retail had to face various difficulties before the launch
of Reliance fresh, because of the various circumstances prevailing in
Orissa, West Bengal and UP, along with the news focusing on the
dearth of vegetables and fruits stocks. The retail business of
Reliance then minimized its exposure in vegetable and fruit
business, as a result established Reliance fresh positioning a pure
super market play focusing on various categories like IT, consumer
durables, home, FMCG and food.
The retail company of Reliance may not supply the vegetables and
fruits in a few states, the Reliance Fresh decided to not to race with
local wholesalers partly because of the political reasons as well as
its incapability to maintain a healthy supply chain.
Growth of Reliance Fresh
The first ever a Reliance Fresh store was established in Hyderabad,
wherein the company, mainly focused on the fresh produced
vegetables and fruits at comparatively low price along with an
introduction of farm to fork theory.
This was the idea, which was anticipated by the company was to
take the supply direct from the farmers and then sell straightaway
to the consumers removing the middle-men off the beaten track.
Reliance introduced several formats in the marketplace to cater to
needs of common people, which includes Reliance Fresh, Reliance
Super, Reliance Footprint, Reliance Timeout, Reliance Jewels,
Reliance wellness, Reliance Mart and Reliance Digital, to name a
few.
In addition to this, the Reliance Retail also entered into a treaty with
Apple, which is a leading Information Technology company, to set
up a series of Apple Specialty Outlets branded as IStore, with its
first ever store in Bangalore.
With an idea to produce inclusive prosperity and growth for farmers,
consumers, small shopkeepers and vendor partners, Reliance Retail
was set up in order to lead the foray of Reliance Group into an
organized retail.




LocaLlon ln reLall end cap

nf ls a dlsplay for a producL placed aL Lhe end of an alsle
lL ls percelved Lo glve a brand a compeLlLlve advanLage lL ls
ofLen avallable for lease Lo a manufacLurer ln a reLall
envlronmenL roducLs placed on an endcap for sale wlll sell
aL a much fasLer pace Lhan producLs noL on Lhe endcap 1he
dlsplay of producLs on Lhe endcap ls someLlmes also called a
eotote
In the retail marketing world, location is everything. One oI the most
popular display areas Ior merchandise in a grocery or department store is
the hub at the end oI an aisle, also known as the 03/.,5. An endcap is
highly visible Irom the popular perimeter shopping areas, and each aisle
section contains Iour endcaps. Competition Ior the right to display
products on an endcap can be very Iierce, especially among beverage and
snack Iood companies.
An endcap usually contains items which have a higher proIit margin, such
as carbonated sodas, savory snack Ioods and seasonal oIIerings. Quite
oIten the endcap will be stocked with a small supply oI items available in a
neighboring aisle. The hope is that a customer will visit the regular aisle iI
a particular Ilavor or size is no longer available at the endcap. In this way,
an endcap display serves as a teaser Ior the larger assortment oI products
in the aisles. Even iI a customer has no need to venture down a particular
aisle, the convenience Iactor oI grabbing a beverage or snack at the endcap
has its own appeal.
The endcap is a valuable piece oI real estate in any store's layout, so
vendors are oIten willing to pay a premium Ior the privilege. The endcap
display oIten contains special promotional materials and a prominent sign
which appears to promote a discounted or promotional price. Since the
product displayed in an endcap may be situated Iar away Irom similar
products, the customer may easily assume the price is a relative bargain.
For shoppers who shop primarily around the perimeter oI the store Ior
essential groceries, the endcaps oIten provide a temptation to move into
the processed Iood-laden aisles. This is one reason why some shoppers end
up paying $45 Ior what should have been a loaI oI bread and a gallon oI
milk. The proximity oI the endcap to the main traIIic area encourages
impulse shopping, even iI the shopper is merely traveling Irom the back oI
the store to the cash register.