Retail Marketing Mix

of
Reliance Fresh
 Company Overview
 Reliance fresh is the Convenience store format.
 Part of Reliance Industries of India is headed by Mukesh
Ambani.
 RIL’s dream of retail revolution got kicked-started when its
Reliance fresh supermarket opened its door to the world.
 Following the first, company opened 10 more stores at a first
step towards creating a mega retail chain across the country.
 The Reliance fresh supermarket chain is RIL’s Rs. 25,000
crores venture.
 Contd….
 It sells fruits, vegetables, staples, groceries, and dairy products.

 It has almost more than 500 fresh across the country.

 Reliance Industries launched its first retail format called

Reliance Fresh in Hyderabad.

 Retail chain closely follows the moves of global players like

Wal-Mart Store Inc and Metro AG seeking to open shop here
in the country.
 PRODUCT
 The product offerings of the move super markets includes a
wide range across fresh fruits and vegetable, groceries,
personal care, home care, general merchandise and a basic
range of apparels.
 Product verities: - like, vegetables, dairy product, frozen
items, groceries, cosmetics, detergents, fruits & daily use
items.
 Quantity: - in the reliance fresh vegetable direct purchase to
the farmer & whole seller.
 Design: - The product display’s is well organized &
facilitates ease of choice. Bright & clean store, at convenient
locations with layouts allow ease of navigation.
 Features: - Performance value & ranking get best
information to help you shop.
 Cont…
 Brand name: - Different brand of the product.
E.g.: Product is detergents, Brand name is, surf excel, wheel, Tied, Ariel.

 Packaging: - It is a very similar to the branded counter part.

 Service: - Good customer service is very important in order to retain a customer.

 Sizes: - Excepting some big brands of fmcg products they don’t misuse their space.
Because, PRIVATE LABLE offers better profit margin to the retailer than branded
product of FMCG companies.

 Warranties: - Product or Accessories that repaired or replaced.

 Return: - Product returns policy is their promise of satisfaction.

 Customer are not satisfied with a purchase you may returns the product for a
replacement or a refund with in 30day’s.
 PRICING:
PRICING:
 Discount pricing strategy.

 Wide price of each item.

 Credits card acceptance.

 Accepts coupons.

 Competitive price.

 Price marked in.

 Comparable cost.
 What else…
Value pricing EDLP more than 2000 product below pricing.
Product bundle pricing.
Promotional pricing. (Buy one get one free).
Special events pricing. (Diwali, Dhanteresh).
Measure taken to reduce of supply chain thereby.
Purchase directly from farmers which is in turn sent to
distribution centre.
Two times supply of vegetable and fruits daily to ensure
fresh.
Give to higher margin most of staples are under its own
 Membership card to benefit the consumer if consumer
make a member purchase to goods got to point

Private level brand name.

Credit card acceptance.

Accept coupons.

Competitive price.

Price marked in paisas.

 LOCATION
The first store was launched in Hyderabad; apart from this it
has also various stores in different places like Chennai, New
Delhi, Hyderabad, Jaipur, Mumbai, Chandigarh, Ludhiana,
Orissa, UP and West Bengal.

RRL is well positioned to rapidly expand its existing network

of 590 stores which operate in 57 cities.
The place where it located is traffic and hassle free.
As the Reliance Fresh store is situated beside the main road so
it’s an advantage to the store to increase footfall.
Generally located in small commercial complexes close to 3-4
big residential areas.
Observation: found close to ‘Crossroads’.
Enjoy a clear view from the road.
 COVERAGE

The Reliance Fresh group target to establish their store

in a area where the catchments area is very large.

They target all age group in their coverage.

They target customer of all type of social status.

 TRANSPORT

As the store is located just beside a high way so it become

easy for them to transport their merchandise.

Advantage of the location of the store is that, a customer can

easily avail public transport to reach their home.

Raw material is procured from the vendors, transformed in

to finished goods in a single step, and then transported to

distribution centres, and ultimately to the consumers.

 Cont…
Transportation from farm to wholesalers:
Rikshow van – mango, banana, guava, jackfruit.
Trucks – banana, mango.
No control on temperature/ humidity.
Packaging bags/ boxes of different weight, size, commodity
in the same carrier.
 Promotion
 Promotion is a single term used to group together all
activities intended to increase the sales of a product.

Advertising:
 Advertisement in Tata yellow pages, MTNL telephone
directory and through just dial.
 Billboard outside the store.
 Providing carry bags including brand names & logo.
 Print or broadcast ads with the help of National and Local
Newspaper.
Sales Promotion:
The main idea behind every effort is to make a bulk purchase.
Saturday and Sunday are considered as discount and scheme
day.
Two types of offer:
1. BOGO
2. BXGY
Rebates and Premiums focusing on bill value.
Auto material inside the store including the latest promotions
& offers.
Point of Purchase displays are used at reliance fresh to
communicate the benefits of a product.
Festive season special offers.
Live announcement & Spot discount.
Cont….
Reliance Fresh Membership Cards.
Social events & store tour.
Providing gifts- free goods.

What Reliance Fresh is doing?

To increase sales volume:
Concentrate on Visual Merchandising.
New concept of promotional strategy.
One to One Marketing.
Direct & long term relationship with farmers and manufacturers.
Providing concessional long term loans to farmers.
 PHYSICAL EVIDENCE:
The pure foods convenience store model of Reliance Fresh
requires far less space than a full fledged supermarket.

Most of these outlets need around only 2000-5000sq.ft.

Simple, colourful but cramped.

Separate entry and exit point.

Chocolates and other kids items are nearby cash counter.

Vegetables and fruit items were in display near entry gate.

Staff uniform: red green and blue.

Amiable staff but poorly informed.

 people
People are broadly divided into two
heads:
Employees and customers
 EMPLOYEE
 There are 15 employee working in which 12 are looking in
sales and maintenance and other 3 are working as cashier.
 The employee were working in shifts.
 The working environment was healthy.
 The company cares about the employees
 The vm was also looked by the employees
 The employee were not so qualified.
 The cashier was qualified.
 The dress of the employee was not standardized.
 The employees were also not well informed about the products
of the store.
 CUSTOMERS

 The customers were mainly from middle class.

 They are basically price sensitive.

 They want good products at affordable prices.

 PROCESS
 The methods and process of providing a service

 RRL is gearing up to revolutionize the retailing industry in

India.

 Provides a world class shopping environment

 Provides returns to Indian farmers and manufacturers.

 Reliance is aiming to touch almost every Indian customer and

supplier
 How do people consume services?
 What processes do they have to go through to acquire the
services?
 Where do they find the availability of the services?
1. Contacts
2. Reminders
3. Registration
4. Subscription
5. Form fillings
6. Degree of technology
 Cont…
 Home Delivery: Customer appreciate that Reliance people are always
ready to deliver the 0rder at home within the vicinity of 2 KMs and the
minimum amount is Rs. 500/-.

• Trolleys, and baskets & Staff: They provide trolleys, baskets to their
customer and Staff are always eager to serve the customer from the
moment they enter in the store.

• Reliance Card: On top of everything Reliance staff members keep asking

every customer at the time of billing if they have taken RELIANCE CARD
or not. Which helps to increase loyal customer.
 Billing: The billing process is painful, as it takes as much
time as one spend on total purchasing. They have to look
into it if this billing process can be fastened up. Most of the
times, all billing counters (3 or 4) do not have an attendant
most of the time this is a negative point of Reliance Fresh .

 Parking: This is an issue on some of the stores due

to lack of space but no charges, and is purely on the risk of
the vehicle owner.
THANK YOU
AMIT PRADHAN 09RM025
ASISH SINGH 09RM026
NIMISHA KABI 09RM027
SUBHASISH HALDER 09RM028
SENHA BHADANI 09RM029
PRIYANKA PATI 09RM030