RETAIL MARKETING

BY
ANUBHAV AND GROUP
 Objectives of the study
 To analyze loyalty of the customers towards
Reliance Fresh.
 To assess the awareness about Relianceone
membership card among the customers.
To study the sales promotion strategies . .
followed in Reliance Fresh store

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 Scope of the study
 The study will provide the attributes influencing the customers
in purchasing at Reliance fresh store, Sahakar Nagar and their
awareness on Reliance one membership card has also been
studied.
 Study on sales promotion and marketing strategies helps in
bringing the new business plans, improving the product range
and introducing new products in order to fascinate the customers
towards the reliance fresh from the competitive retail outlets.

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 LIMITATIONS OF THE STUDY

• Only 50 persons was surveyed.

• Survey was completed within a day
• Respondents was not ready to respond
• Language barrier
 * COMPANY PROFILE
 Industry :Retail
 Type: :Supermarket
 Chairman & Managing Director: Mukesh Ambani
 First Outlet : Hyderabad( Banjara Hills)
 Founded :30th October 2006
 Headquarter : Mumbai
 Objectives of Reliance Retail Ltd:

 To provide high quality products to its customers.

 To reduce spoilage through its state of-the-art supply chain &
logistic networks.
 To enrich customer’s shopping experience through customized offer,
private labels & ‘value for money’merchandise.
 To foster relationship with partners that will create new avenues
of value enhancement for customers.
 To ensures fair & timely payments to farmers
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THE FARM TO FORK MODEL
(RELIANCE FRESH)
 Approaching farmers directly , there by reducing
procurement wastage.
 Better returns to Indian farmers and
manufacturers
 Greater value for the Indian consumers

 Reduction in price
 DIRECT COMPETITORS
 LM 365
 Godrej Aadhar
 Adani Agri Fresh
 Trinethra
 Subhiksha
 ITC Choupal Fresh
 Bharti Retail
 Hariyali Kisaan Bazaar

 INDIRECT COMPETITORS
 Push cart vendors
 Mother dairy
 Local vendors
FINDINGS ON CUSTOMER LOYALTY TOWARDS
RELIANCE FRESH STORE, SAHAKAR NAGAR
It is to determine how long each participant has been purchasing at Reliance Fresh

1. How long have you been a customer of Reliance Fresh?

4 or Durability of customers of reliance fresh

more
3%
less than 1
year
Category Number Per cent
26%
(N = 50)
Less than a year 11 22

1-2 years 12 24
2-3 years
43%
2-4 years 18 36
1-2 years
4 years or more 9 18
28% 11

Total 50 100
 2. HOW OFTEN DO YOU SHOP AT THIS STORE ?
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To determine the frequency of customers visiting Reliance Fresh

Category Number Per cent

(N) = 50
40
Daily 8 16 35
30
19 38
25
Weekly
20
15
9 18
Fortnightly 10 Series 1
5
Once a month 14 28 0
3.WHAT DO YOU MAINLY PREFER FOR SHOPPING AT THIS
STORE?

To determine the customer’s preference in buying at Reliance Fresh.

Category N=50 Per cent

Preference for shopping at Reliance fresh
50

45
Quality 23 46
40

35

Service 30 30
15 25

20 Per cent
Price 7 14
15

10

One stop shop 5 10 5

0
Quality Service Price One stop
shop
 4.RELIANCE FRESH SETS THE STANDARD FOR EXCELLENCE IN THE RETAIL INDUSTRY.
To determine what customers think about Reliance Fresh on the whole.

Category N=50 Per cent Sales

Completely agree 9 18

16% 18% completely

Agree 28 56 agree
agree
10%
Neutral 5 10

nuetral
Disagree 8 16
completely
56% disagree
 1.3 SALES PROMOTIONS

Sales promotion is an important concept from the point of product

disbursement and attracting the consumers.
The major sales promotions adopted by reliancefresh are as follows :
 Rebate:
It is one of the important sales promotion activity used to clear the
excess stock in the store where the products has been sold at reduced
prices. For example, giving a rebate on purchase of 3 kgs of tomato to
the tune of Rs 15/- for a limited period of time.
 Discount:
In this method, the customers are offered products on less than the listed
price.
 Refunds:
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Under this method, some part of the price of an article is refunded to the
customer on showing proof of purchase.
 MAJOR FINDINGS OF THE STUDY
 Reliancefresh at Sahakara Nagar and Hebbal is attracting its customers by providing
diversified products with reasonable price and high quality and it is also rendering
good customer services which in turn is contributing to enhance customer’s loyalty
towards the store.

Recommendations :
 More promotion schemes should be used in order to retain in the market.
 Promotion schemes should be in such a way that it is easily understood by customers.
 Services that are provided should be in such a way that it fulfills the needs of the
customer appropriately.

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Conclusion:
The Reliancefresh at Sahakar Nagar is located at strategic place
and attracts the consumers of all class groups.

 Sales promotion and marketing strategies are always being

introduced and revised in order to meet the change in purchasing
pattern of its customers.

 Attributes such as quality, price, wide product range, display of

product etc., have created the added advantage towards enhancing
loyalty among customers towards reliancefresh.

 However there is still further scope for reliancefresh to gain

major market share in the retail business when compared to other
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competing retail outlets.
 BIBLIOGRAPHY
 Data from Reliancefresh store, Sahakar Nagar .

Books Referred:
 KOTLER PHILIP, 2006,” Marketing Management”, New Delhi, Pearson Education Inc,.
 S.A. SHERLEKAR, “Marketing Management”.
 DEEPAK CHAWLA, NEENA SONDHI ,”Business Research Methodology.”

Websites:
 http://www.business-standard.com/
 http://www.thehindubusinessline.in/
 http://www.ril.com/html/business/business_retail.html
 http://agmarknet.nic.in/research_studies.htm
 http://www.bis.org.in/
 http://www.reliancefresh.info/

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THANK YOU

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