Reliance Fresh operates over 1,600 convenience stores across India selling groceries, produce, and other household items. It sources products directly from farmers to offer competitive prices. Reliance Petroleum is owned by Reliance Industries and operates oil refineries in India, producing fuels like gasoline and diesel as well as petrochemical feedstocks. It faces competition from other Indian oil companies and fluctuating international crude oil prices pose a threat to its business.

1. PHYSICAL DISTRIBUTION
PROCESS OF
(a) RELIANCE FRESH
(b) RELIANCE PETROLEUM
RETAILING BUSINESS
PRESENTED BY
LIJI JOYSON

2.  Reliance Fresh is the convenience store format which forms part of the retail business of
Reliance Industries of India under its Subsidary Reliance retail ltd.
 In 2007,Reliance stores in Jharkhand faced the ire of mobs of local vegetable vendors.
 They vandalised and attacked the stores claiming that they were stealing their livelihoods.
 Thereafter the chain expanded on pan India basis and operates several hundred stores
across India.

3.  The company already has 1691 Reliance Fresh outlets across the
country.
 Reliance fresh store is approximately 3000-4000 square feet total
catchment area of 2-3 km.
 BRAND AMBASSADOR
Anushka Sharma, Common Men

4. PRODUCT
 Product offering include home care, general merchandise, and basic range of apparel.
 Vegetables, Groceries, fresh fruits, fresh juice bars, Staples , Dairy products, Bread,
Bon-vegetarian products.
 Product variety : Frozen items, Grocery, Fresh fruit, Dairy product.
 Quality : They directly purchase from the farmer and wholesaler.
 Design : Product display is well organised, ease choice, bright and clean
store, convenient location with layout allow of navigation.
 Packaging : Environment friendly packaging at the counter.
 Warranties : Product or accessories repaired and replaced.
 Return : Return policy is also there with promise.

5. DISTRIBUTION CENTRE
 The place mainly consists of the distribution channels. It is important so that the
product is available to the customer at the right place, at the right time and in the right
quantity.
 Reliance fresh offers hygiene environment, good ambience and great service.
 Reliance fresh music through radio instead of the normal music.
 Certain dedicated areas for children where they can play while their parents can have
some quality time together.
 Technology involvement
Technology :- SAP ( System Application Product)

6. SUPPLY CHAIN MANAGEMENT
 Approaching farmers directly , thereby reducing procurement
wastage.
 Better returns to Indian farmers and manufacturers.
 Greater value for the Indian consumers.

7. DISTRIBUTION PROCESS

8. 4P’S OF MARKETING

9. PRODUCT
 Vegetables and fruits.
 House hold items
 Food and beverages – All premiere brands + private label
 Groceries – only private label
 Dairy products
 Non veg food items
 Ready to eat items

10. PRICE
 Low cost model
 Discount pricing
 Value pricing
 Low margin, high sales volume
 Factors for low pricing
* Bulk purchasing
* Central warehousing
* Transportation

11. PLACE
 Low cost locations
 Targets semi urban population
 Designed to look crowded
 All cities in India has at least one outlet

12. PROMOTION
 Discount scheme days – Saturday and Sunday
 Reliance fresh membership card – Reliance One
 Through media especially newspapers
 Package carry bags
 Directories
 Bill boards
 Audio materials
 Point of purchase displays.

13. COMPETITORS
 Godrej Aadhar
 Adani Agri Fresh
 ITC Choupal Fresh
 Bharti retail
 Hariyali Kissan Bazar

14. EGGS & DAIRY MEATS CHEESE/YOGURT
FROZEN FOOD
SODA &
SNACK
FOODS
PAPER
AND
CLEANIN
G ITEMS
BAKING
ITEMS
CANNED
FOODS
VEGETABLES,
FRUIT,
UNPROCSSED
FOODS
MAGAZINES CHECKOUT
FLOWER AND
GIFTS

15. RELIANCE PETROLEUM LIMITED
 Reliance Petroleum Limited is a company owned by Reliance Industries
Limited(RIL), one of the India’s largest private sector companies.
 It is based in Ahmedabad, Gujarat, India and has interests in the
downstream oil business.
 RPL also benefits from a strategic alliance with Chevron India Holdings
Private Ltd, a wholly owned subsidary of Chevron Corporation USA,
which currently holds a 5% equity stake in the company.

16. Products
Products Applications
Liquefied Petroleum Gas (LPG) Domestic and industrial fuel
Propylene Feedstock for polypropylene
Naphtha Feedstock for petrochemicals
Gasoline Transport fuel
Jet /Aviation Turbine Fuel Aviation fuel
Superior Kerosene Oil Domestic fuel
High-Speed Diesel Transport fuel
Sulphur Feedstock for fertilizers and pharmaceuticals
Petroleum Coke Fuel for power plants and cement plants

19. CRUDE OIL VALUE CHAIN
EXPLORATION
Using technology to find
new oil resources
REFINING
Converting crude oil into
finished products
MARKETING
Distributing and selling
refined products
PRODUCTION
Bringing oil to the surface
using natural and artificial
methods
TRANSPORTATION
Moving oil to refineries and
consumers with tankers,
trucks and pipelines

20. NATURAL GAS VALUE CHAIN
EXPLORATION
Using technology to find
new oil resources
TRANSPORTATION
Moving gas with pipelines
and tankers
MARKETING
Distributing and selling
natural gas
PRODUCTION
Bringing gas to the surface
PROCESSING
Treating gas to be sent to the
market

21. SWOT ANALYSIS

22. STRENGTHS
• Leading market position
• Operational efficiency in
refining
• Strong financial
performance
WEAKNESSES
• Increasing long term debt
• Problem with the FCCU
OPPORTUNITIES
• Joint venture with NOVA
chemicals
• Acquisition of polyester assets
of Hualon corporation
• Increasing demand for
transportation fuels
• Growing demand for
petroleum products
THREATS
• Intense domestic competition
• Rising petrochemical supply in
the middle East.
• Fluctuating crude oil prices
• Economic slowdown in India