RELIANCE FRESH

INTRODUCTION

Type Super market

Industry Retail
Founded 2006
Headquarters Mumbai, India
Key people. Mukesh Ambani
Website. www.ril.com
Store 584

Reliance Fresh is the convenience store format which forms part of the retail business of Reliance Industries
of India

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BUSINESS MODEL

Store Small & Medium Store

Merchandise Food & FMCG Products
Investment Per Store Rs. 5-6 Millions
Catchment Area 2 to 3 Sq Km Radius
Market Positioning Convenience Store

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 PRODUCT RANGE

o Fresh Vegetables & Fruits

o Staple

o Processed Food

“ o Beverages

o Personal & Home Care

o Dairy Products

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 MERCHANDISE
DETAILS

o Product width: Fruits, Vegetables, Juices and other FMCG Products

o Product length: Fruits and Vegetables both Indian and imported are available

“
o FMCG Product length includes detergents, hair products, perfumes , cosmetics, household
products etc.

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SUPPLY CHAIN

◦ Approaching farmers directly, there by reducing procurement wastage.

◦ Better returns to Indian farmers and manufacturers
◦ Greater value for the Indian consumers
◦ Place where vegetables and fruits received
◦ Separating rotten ones and their packaging
◦ Company can save the vendor and mundi charges through these practices

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FARM TO OUTLET MODEL

Local farmers

Collection Center

Reliance Fresh Outlets

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RELIANCE FRESH SUPPLY CHAIN
MODEL

Farmers Farmers Farmers

Farmer own transportation

Collection Point

Reliance own logistic

Wholesale Wholesale
Processing

Retail fresh Reliance own logistic

Retail fresh Retail fresh
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PUSH AND PULL STRATEGY

◦ Point of sale displays ◦ Coupons

◦ Special displays ◦ Samples
◦ Dealers premium, Gifts ◦ Premium and gifts
◦ Advertising materials ◦ Refunds / Rebates
◦ Catalogs and brochure ◦ POP advertising
◦ Events
◦ Sampling

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SRM ( Supplier Relationship Management )

o It provides fertilizers, fuel and credit for farmers

o Eliminates the middlemen by this reliance hopes to pass saving to
customer
o Open collection center near the farmer
o Training program for farmer about the new method of cultivation

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CRM at Reliance Fresh

o Employees welcome the customer and give portable shopping bag

o Customer is having any problem in finding any product they help him

o They give information about the offers

o They take feedback from the customer

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MARKET STRATEGY PLANS

o Use the internet

o Ask customer what they want

o Direct marketing

o Advertising

o Offer a promotion

o Signage and storefront are important

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COMPETITORS

In-Direct Competitors
Direct Competitors

o Big Bazar
o Mother dairy
o Bharti Walmart
o Local vendors
o Bharti retail
o Hariyali kisaan bazaar

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STORE POLICIES AND SERVICES

First

Second

Last

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RETURNS

o Exchange will be done within 15 days from

date of purchase
o original sales memo/receipt is presented
along with merchandise
o Exchange will be done only if the product is
in its original packing and is in a resalable
condition
o Exchange will be done only through
exchange vouchers / credit notes
o Fresh products of Bakery, Fruits &
vegetables
o No exchange on Saturdays & Sundays

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TRAINING PROGRAM

Yellow Blue Red

Is the color of gold, butter and Is the colour of the clear sky and Is the color of blood, and
ripe lemons. In the spectrum of the deep sea. It is located because of this it has historically
visible light, yellow is found between violet and green on the been associated with sacrifice,
between green and orange. optical spectrum. danger and courage.

Yellow Blue Red

Is the color of gold, butter and Is the colour of the clear sky and Is the color of blood, and
ripe lemons. In the spectrum of the deep sea. It is located because of this it has historically
visible light, yellow is found between violet and green on the been associated with sacrifice,
between green and orange. optical spectrum. danger and courage.

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STORE OPERATORS AND THEIR RESPONSIBLITIES

 Store Manager –  Supervisor – Co-  House Keeper - Ensure

Responsible for day-to- ordinates cash manager, cleanliness and Hygiene
day operations of a Customer associates, at all time in the outlet by
particular outlet Guards, and House cleaning frequently
 Visual Merchandiser – keepers  Guards – Work in 2 shifts
Setup merchandise so as  Cash manager – Works by aiding locking,
to maximize sales at point-of-sale ( POS ) by unlocking the outlet and
 Category Heads – receiving payments and
issuing receipts
also checking the bills
when customers exit the
Responsible for
promotion schemes,  Customer Associates– outlet
Discount rates, Gather Arrange merchandise,
information related to Set price tags, Help
performance of various customers, Inform
products customer about discounts
and promotions, and
Check temperature, etc.

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INVENTORY MANAGEMENT

o Shelves are refilled during the mid day

o They generally refilled the store twice or thrice in a week
o Fruits and Vegetables refilled more often than others
o Perishable item are stored usually in cold storage, and are supplied
based on first in first out basis

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VISUAL
DISPLAY

Brand signage

Place your screenshot here

Security guard
Exit
Entry

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EMPLOYEES AND ORGANISATION

Customer
Zonal Store
Assistant
manager
store service
manager manager
associate

Cluster Area Commercial

Supervisor
manager manager associate

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