ORGANISED RETAIL STORES

A MARKETING MANAGEMENT STUDY

BY
GROUP 5
 PHASES
 INTRODUCTION
 ORGANISATION CHOSEN & WHY ?
 OBJECTIVE OF STUDY

 FIELD WORK
 PLANNING
 METHODOLOGY OF DIVISION & SURVEY
 RELIANCE FRESH
 HISTORY
 MARKETING STRATEGY, PLANS & TACTICS
 PRESENT STATUS WRT REVENUE
 STP
 SWOT ANALYSIS
 PEST ANALYSIS
 4P’s OF MARKETING
 CRM & CEM AT RELIANCE FRESH
 INNOVATIVE APPROACH & NEW AGE MARKETING
 RECOMMENDATIONS & SUGGESTIONS
 AIM
 AIM - ASSESS THE VARIOUS MARKETING ASPECTS BEING
FOLLOWED BY THE ORGANIZED RETAIL SECTOR IN THE
COUNTRY.

OPTIONS
• RELIANCE FRESH
• METRO
• EASY DAY
 METHODOLOGY
 SURVEY TO ASSESS THE COMPANIES BASED ON THE
FOLLOWING PARAMETERS :-
 OLDEST COMPANY
 FOOTFALL
 OMNIPRESENCE
 BRAND NAME
 CUSTOMER BASE
 CARRIED OUT RECCE OF RELIANCE FRESH TOGETHER,
INTEVIEWED THE MANAGER, SALES STAFF, BILLING STAFF
& CUSTOMERS
 SUBSEQUENTLY DIVIDED INTO THREE GROUPS
 COL KOCHAR, ANIRUDH, ASHWAL – PATANJALI
 CHANDER & ANMOL – EASY DAY
 AJAY – EASY DAY JALANDHAR
 COLLATED FACTS & REPORT PREPARATION
 ORGANIZATION CHOSEN & WHY?
 SURVEY :-
 OLDEST COMPANY
 FOOTFALL
 OMNIPRESENCE
 BRAND NAME
 CUSTOMER BASE
 WHY RELIANCE FRESH ?
 THE OLDEST
 LARGEST FOOTFALL ONCE, RECENT DOWNFALL
 IMAGE DOWNFALL
 STRONG COMPETITORS - FUTURE RETAIL, WALMART
INDIA, BEST PRICE WHOLESALE ETC
 OBJECTIVE OF STUDY

 TO STUDY THE VARIOUS MARKETING ASPECTS

 ASSESS AS TO WHAT AILS RELIANCE FRESH IN THE
PRESENT DAY
 SUGGEST AND RECOMMEND MEASURES TO BRING
IT BACK, A NOTCH ABOVE ITS OTHER COMPETITORS.
 STP
 MARKET SEGMENTATION (PBGD)

 PSYCHOGRAPHIC SEGMENTATION
 LIFESTYLE, PERSONALITY, VALUES

 BEHAVIORAL SEGMENTATION
 KNOWLEDGE, SATTITUDE, USE & RESPONSE OF PRODUCT

 GEOGRAPHIC SEGMENTATION
 NATION, STATE, TERRITORIES

 DEMOGRAPHIC SEGMENTATION
 AGE, FAMILY SIZE, SEX. RELIGION. RACE. GENERATION AND
SOCIAL GROUPS.
 SEGMENTATION

 HOUSEMAKERS
 GEN – X
 SENIOR CITIZENS
 CHILDREN
 OFFICE GOERS
 THE ENHANCEMENT – JUST WALK OUT TECH
 UPGRADATIONFRESH TO SMART STORES & MARTS
 POSITIONING

 MERCHANDISE MANAGEMENT
 STORE IMAGE
 STORE DESIGN
 STORE PERSONNEL
 PROMOTION
MAIN FOUR P’S IN RELIANCE FRESH

PRODUCT PLACE

PRICE PROMOTION
 PRODUCT

IT CAN BE ANYTHING , THAT MIGHT SATISFY A WANT OR NEED

RELIANCE FRESH DEALS IN MANY PRODUCTS :-

DAIRY PRODUCTS
STAPLES
FRESH VEGETABLES AND FRUITS
HEALTH FOOD & BREAKFAST ITEMS
FROZEN PRODUCTS
SOME FOOD ITEMS LIKE “RELIANCE MUESLI”
MAIN PRODUCTS
 CURRENT SITUATION OF THEIR
PRODUCTS
??? NOT FRESH ???

LOW QUALITY 
 PLACE
PROCESS OF MOVING PRODUCTS FROM PRODUCER TO
INTENDED USER.

 RELIANCE HAS STRONG DISTRIBUTION NETWORK.

 THE FARMERS SELLS THEIR PRODUCTS TO IT’S COLLECTION CENTRE
 FROM THERE IT REACHES PROCESSING AND DISTRIBUTION CENTRE.
 AND FINALLY TO RELIANCE FRESH.

SPREAD TO MORE THAN 93 CITIES AND TOWNS IN INDIA.

RELIANCE FRESH HAS IT’S OWN PRODUCTION, OWN

WAREHOUSES.
 PRICE
LOW COST MODEL

DISCOUNT ON BULKY BUYING

VALUE PRICING

LOW MARGIN, HIGH SALES VOLUME

 PROMOTION

DISCOUNT SCHEME DAYS- SATURDAY AND SUNDAY

RELIANCE FRESH MEMBERSHIP CARD
THROUGH MEDIA ESPECIALLY NEWPAPER
PACKAGE CARRY BAG