reliance trend marketing strategies

1. Sales & Retail Management
Submitted to: Ms. Arti Das
Assistant professor
IMCE
Submitted By: Ankit Singh
202110702010005

2. Company : Reliance Industries Ltd.
Subsidiary Company : Reliance Trends
Founded : October 2007
Headquarters : Mumbai
Chairman and Managing Director : MR. Mukesh Ambani
Store Location in Lucknow : 5/83, Faizabad Rd, Bhoothnath Market,
Gandhi Market, Indira Nagar, Lucknow,
Uttar Pradesh 226016
Company Profile

3. Introduction
It is a speciality apparel store that sells Men’s, Women’s and Children’s garments. The
store carries the best of National and International brands like John Players, Peter England,
Indigo Nation, Wrangler, Reebok, and Lee, apart from in-house brands. The store layout is
to compliment the evolving taste and preference of fashion savvy customers, giving them
an opportunity to shop with ease, along with well trained customer service associates, to
compliment the entire shopping process. Some in-house brands include DNMX for
Denims, Teamspirit for Sport’s wear, Performanx for performance garments, Sparsh for
Ethnic wear & Pureza for Premium garments.
VISION
To make RIL one of the most innovative companies in the world and to achieve
breakthrough growth in revenues and profits by creating and implementing sustainable
solutions.

4. Marketing Mix
• It refers to the
coverage, location,
Inventory, Logistics of
the Store.
•Amount paid by
customers in order to
purchase the product.
•Helps to stimulate the
demand for the
product.
•Goods/Services
offered by Company
to Customers.
Product Promotion
Place
Price

5. Products
Men’S
Formal’s
Shirts (Size 36-44)
Trousers (Size 28-42)
Casual’s
Shirt (Size 36-44)
Chinos(Size 28-42)
Tshirts (Size M-XXL)
Denims (Size 28- 38)
Footwear
Formal Shoes (Size 39-45)
Casual Shoes (Size 39-44)
Sport’s Shoes (Size 39-45)
Flip flops (Size 40-45)

6. Products
Women’S
Formal’s Shirts (Size S-XXL)
Skirt (Size 26-42)
Trousers ( Size 26 -42)
Casual’s
Top (Size S,M,LXL,XXL)
Jeans (Size 26-42)
Skirt (Size 26-42)
Capri (Size 26-42)
Kurtis (Size S-XXL)
Shorts (Size 26-42)
Suits (Size 26-42)
Night wear(Size S-XXL)
Dresses (Size S-XXL)
Footwear
Stilettos ( Size 16-21)
Peep toes ( Size 16-21)
Casual shoes (Size 16-21)
Formal Shoe (Size 16-21)
Bellies (Size 16-21)
Flats (Size 16-21)

7. Products
Kid’s
Boy’s (Toddler
7yrs)
Shirts
Tshirts
Jeans
Shorts
Girl’s(Toddler 7yrs)
Frocks
Shirts
Top’s
Skirts
Dungris
Shorts
Nightsuits
Denims
Footwear
1-3 Yrs.(Size 22-26)
3.5-6 Yrs. (Size 27-31)
7-11 Yrs. (Size 32-36)

8. Promotions
They have more concentration on Digital Marketing Strategy
Facebook Page Offering Discounts
Youtube:
Reliance trends also
does videos on latest
trends, summer/winter
collection and on what
celebrities are flaunting
Latest trends videos

9. Promotions
Marketing
Promotions
Bottom Fest – 10th
May-15th
June
Father’s Day – 17th June-20th
June
End of Season Sale – 25th
June-11th
July
Coupon Redemption – 25th
June-11thJuly
Independence Day – 11th
Aug-15th
Aug

10. Price / Distribution
• Charging high price with good quality products (PUREZA falls under
this pricing)
Premium Pricing
• Different prices for different combination (Buy 2 tshirts and get 30% and
but 4 tshirts and get 50% off)
Volume Pricing
• It is expressed as ‘odd prices’, a little less than a round number.
• Example : Rs 999/-, Rs 1999/-
Psychological Pricing

11. Place
Place is concerned with making available the products at a place where consumer
demands. Thus, it is concerned with the store where the goods shall be displayed and sold,
the channels of distribution and logistics management through which goods will flow from
marketer to consumers.
• Reliance Trends is located at, 5/83, Faizabad Rd, Bhoothnath Market, Gandhi Market,
Indira Nagar, Lucknow, Uttar Pradesh 226016.
• Three storey Building with approx 8000 sq/ft
• Centrally Located as there are more Retaliers (Bhootnath market)
• Transportation Facility is good

12. STP Analysis
Segmentation Targeting Positioning
S T P

13. Segmentation
•Reliance trends offer its product to the kids, youth as well as for
middle aged people
•Reliance trends offer its products to Men, Women and even
children wear also.
Demographic
Segmentation
•Reliance Trends are in 14 states with more than 78 stores.
•They are planning for 42 more stores by 2016.
Geographic
Segmentation
•Reliance Trends have a strong brand image and offers
clothing in Formal, Casual purposes.
Behavioural
Segmentation

14. Targeting
• Reliance Trends is Targeting the segment between the Premium
and the Mass end of the market.
• Reliance Trends has a specific private label called ‘First Class’
design to deliver extreme value to Indian consumers.
• Reliance Trends targets Indian youth to become a part of youth
culture.
Reliance Trends comes under Undifferentiated i.e Mass
Marketing

15. • Positioning is a marketing concept that outlines what a business should do to market
its product or service to its customers. In Positioning, the marketing department
creates an image for the product based on its intended audience. This is created
through the use of promotion, price, place and product.
• Reliance Trends have good Pricing Strategy which positions their presence in
customers mind (Right Pricing Strategy).
• Message of Reliance Trends is “Sirf Dikhne Mei Mehanga’’ to attract the customers
(Right Message).
• Reliance Trends concentrates more on digital media marketing i.e comes under
(Right media).
Positioning

16. THANK YOU