1.
SUMMER TRAINING PROJECT REPORT ON
LAUNCH OF A NEW RETAIL STORE
‘RELIANCE SUPER’
For
FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT
FOR THE AWARD OF
BACHELOR OF BUSINESS ADMINISTRATION
SUBMITTED BY
SAGAR SHARMA
UNDER THE GUIDANCE OF:
MS. NEHA BAGGA
DEZYNE E’COLE COLLEGE
AJMER
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ACKNOWLEDGEMENT
First and foremost, I would like to express my gratitude towards Reliance Industries Ltd for
giving me an opportunity to work as a summer intern for the duration of one and half month
as a part of training of our course. I express my gratitude to all those who initiated and help
me in the successful completion of this project.
I express my sincere gratitude to Mrs. Mukta Bhatnagar (State Marketing Manager at
Reliance Industries Limited, Jaipur) and our faculty guide Miss. Neha Bagga for supporting
us during the project work.
I also take this opportunity to express my indebtedness to Mrs. Vinita Mathur Principal
“Dezyne E’cole College, Ajmer” for her cooperation and affectionate encouragement. I also
thank to my all faculty members for their suggestions & Advises.
Also, I am thankful to my parents and family members who are my constant source of
inspiration in every field of life and due to them I am whatever I am today.
Thanking You.
With regards,
Sagar Sharma
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CERTIFICATE
This is to certify that the project work done on ‘LAUNCH OF A NEW RETAIL STORE
‘RELIANCE SUPER’ is a bonafide work carried out by Mr. Sagar Sharma under my
supervision and guidance. The project report is submitted towards the partial fulfillment of 3
year, full time degree in Bachelor in Management.
This work has not been submitted anywhere else for any other degree/diploma. The original
work was carried during 1-06-2013 to 15-07-2013 in Reliance Industries Limited.
Date:
Signature:
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5.
TABLE OF CONTENTS
1. Introduction…………………………………………………………………...7
2. About Founder and Company’s Establishment………………......................12
3. Mission, Vision and Objective……………….………………….…………...14
4. Types of Services…………………..…………………………….……..…….18
5. Objective of the Study……………….…………..……………….…………..19
6. Policies of Reliance…………………………………………………..……….20
7. Company and its product line………..……………………………………….23
8. National, International Image & Market Share……..…………..…………...25
9. Government policies & Taxation………………...………………...…………27
10. Major Achievements……………………………….......……………...………29
11. Future Prospects ….…………………...………………………………………32
12. Background …...…………………...…………………………………………..33
13. Material and Features of Reliance Retail ……………...…………………….37
14. Catchment Survey……………………….………………....……..…………..45
15. Customer Survey for Buying Pattern...…………………...………………….48
16. Competitors Survey………………………………………...………………...50
17. Marketing Strategies ……………………….…………...…………..………..56
18. Challenges of Retial………………………………….…...………………….80
19. Research Methodology…………………………….. ...…..…………………82
20. Sample Design & Data Collection…………………………………………. 84
21. Data Analyse & Interpretation…………………………...…………………90
22. Conclusion………………………………………………………..………….98
23. Bibliography...…………………………………………..…..………………..99
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6.
Introduction
What is Retail?
The word ‘Retail’ is derived from the French word ‘Retailer’ meaning ‘to cut a piece off’ or
‘to break bulk’. In simple terms it involves activities whereby product or services are sold to
final consumers in small quantities. Although retailing in its various formats has been around
our country for many decades, it has been confined for a long time to family owned corner
shops.
Englishmen are great soccer enthusiasts, and they strongly think that one should never give
Indians a corner. It stems from the belief that, if you give an Indian a corner he would end up
setting a shop. That is how great Indians Retail management skill is considered.
Brief Introduction about Reliance in Retail sector
The Retail industry is one of the fastest growing industries in the world which understands
the current market trend and their demand. In comparison to the world Retail markets Indian
Retail market is in the nascent stage which is yet to have many folds to reach and compete
with the other world standard market. Indian market is well protected market with limited
inflow and outflows that is stringent policies on imports and exports.
Reliance Retail, Ltd. is a subsidiary company of Reliance Industries. It was founded in 2006
and gives a head start from Mumbai. It is the second largest retailer in India (as per the
reference citation 1). The products which are offered in its different Retail outlets are foods,
groceries, apparel and footwear, lifestyle and home improvement products, electronic goods,
and farm implements and other utility inputs. With the companies extension in Retail sector
they came up with sundry offers like vegetables, fruits, and flowers. It focuses on consumer
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goods, consumer durables, travel services, energy, entertainment and leisure, and health and
well-being products, as well as on educational products and services.
Figure 1 Overview of the Market Share in Retail
Subsidiaries & Divisions/Formats of Reliance Retail
There are various Subsidiaries & division under Reliance Retail.
Following is the list of all the formats of Reliance Retails:•
Reliance Fresh - Small convenient and neighborhood needs for daily usage.
•
Reliance Mart
- It includes home and kitchen appliances, cameras, mobile
stuffs.
•
Reliance Digital
- Consumer Electronics Retail Store
•
Reliance Jewels
- Jewellery
•
Reliance Footprint
- It includes all the footwear’s
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•
Reliance TimeOut
- Lifestyle store of Books, Music, Movies, Toys, Gaming,
Fragrances, and Stationery.
•
Reliance Trends
- Apparel and Clothing
•
Reliance Wellness
- It includes the physical health care and beauty solutions.
•
Reliance Super
- It includes home appliances, vegetables and fruits.
Benefits of Retailing
Retailing is good for national economics where it has positive influence on influence on
inflation and product availability. It also creates fortunes for its owners and is a tremendous
source of employment.
India has been virtually the only developing country in the world that has been extremely
slow in adopting this organized pattern of Retailing.
•
Better quality products
•
Employment opportunities
•
Better social infrastructure
•
Enhanced foreign exchange
•
Benefit to tourism
•
Better showcase for exports
•
Better realization of taxes
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Old Retail Formats
•
Karana’s
•
Mandis
•
Village Hats
•
Push Cart Vendors
•
Wet-Market
•
Wholesale sellers
New Retail Formats
•
Hypermarket
•
Supermarket
•
Convenience Store
•
Department Store
•
Discount Store
•
Specialty Store
•
Mo’s
•
Karana Stores
•
Malls
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Figure 2 Brand Chakra
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About the Founder & Company’s Establishment
DHIRAJLAL HIRACHAND AMBANI
Born
December 28, 1932
Died
July 6, 2002 (aged 69)
Mumbai, India.
Nationality
Indian
Occupation
Business tycoon, chairman of Reliance Industry.
Net worth
US $6.10 billion
Religion
Hindu
Spouse(s)
Kokilaben Ambani
Children
Mukesh Ambani, Anil Ambani
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Dhirajlal Hirachand Ambani, also known as Dhirubhai, 28 December 1932, - 6 July 2002,
was an Indian rag to riches business tycoon who founded Reliance Industry with his cousin.
Ambani took his company (Reliance) public in 1977, and by 2007 the combined fortune of
the family (sons Mukesh and Anil) was 60 billion dollars, making the Ambani’s the second
richest family in the world, next to the Walton family. Dhirubhai has been one among the
select Forbes billionaires and has also figured in the Sunday Times list of top 50 businessmen
in Asia.
Dhirubhai started off as a small time worker with Arab merchants in the 1950s and moved to
Mumbai in 1958 to start his own business in spices. After making modest profits, he moved
into textiles and opened his expansions and successes.
Reliance, acknowledge as one of the best-run companies in the world has various sectors like
petrochemicals, textiles and is involved in the production of crude oil and gas, to polyester
and polymer products. The companies’ refinery at Jamnagar accounts for over 25% of India’s
total refining capacity and their plant at Hazira is the biggest chemical complex in India. The
company has further diversified into Telecom, Insurance and Internet Businesses, the Power
Sector and so on. Now the Reliance group with over 85,000 employees provides almost 5%
of the Central Government’s total revenue.
In 1986 after a heart attack he has handed over his empire to his two sons Anil and Mukesh.
His sons are carrying on the successful tradition of their father. (Reference citation from 2).
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About The Mission, Vision & Objective of the Company
Mission
Reliance Retail plans to 3,000-4,000 stores in 3-4 yrs. The dream project of Reliance
Industries Chairman Mukesh Ambani, Reliance Retail has all the potential to become the
market leader in this sector.
Vision
Vision With a vision to generate inclusive growth and prosperity for farmers, vendor
partners, small shopkeepers and consumers, Reliance Retail Limited (RRL), a subsidiary of
RIL, was set up to lead Reliance Group’s foray into organized Retail.
Objectives of the company
•
To attain global best practices and become a world-class utility.
•
To provide uninterrupted, affordable, quality, reliable and clean power to millions of
customers.
•
To achieve excellence in service, quality, reliability, safety and customer care.
•
To work with vigor, dedication and innovation, with total customer care as the
ultimate goal.
•
To consistently achieve high growth with the highest levels of productivity.
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Position/Stage in the Life Cycle
The concept of product life cycle is also applicable to Retail organizations. This is because
Retail organizations pass through identifiable stages of innovation, development, maturity
and decline. This is what is commonly termed as the Retail life cycle.
Attributes and strategies change as institutions mature. The ‘Retail Life Cycle’ is a theory
about the change through time of the retailing outlets. It is claimed that the Retail institutions
show an s-shaped development through their economic life. The s-shaped development curve
has been classified into four main phases:
Innovation
A new organization is born; it improves the convenience or creates other advantages to the
final customers that differ sharply from those offered by other retailers. This is the stage of
innovation, where the organization has a few competitors. Since it is a new concept, the rate
of growth is fairly rapid and the management fine tunes its strategy through experimentation.
Levels of profitability are moderate and this stage can last up to five years depending on the
organization.
Accelerated Growth
The Retail organization faces rapid increases in sales. As the organization moves to stage two
of growth, which is the stage of development, a few competitors emerge. Since the company
has been in the market for a while, it is now in a position to pre-empt the market by
establishing a position of leadership. Since growth is imperative, the investment level is also
high, as is the profitability. Investment is largely in systems and processes. This stage can last
from five to eight years. However, towards the end of this phase, cost pressures tend to
appear.
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Maturity
The organization still grows but competitive pressures are felt acutely from newer forms of
retailing that tend to arise. Thus, the growth rate tends to decrease. Gradually as markets,
become more competitive and direct competition increases, the rate of growth slows down
and profits also start declining. This is the time when the Retail organization needs to rethink
its strategy and reposition itself in the market. A change may occur not only in the format but
also in the merchandise mix offered.
Decline
The Retail organization loses its competitive edge and there is a decline. In this stage, the
organization needs to decide if it is still going to continue in the market. The rate of growth is
negative, profitability declines further and overheads are high.
The Retail business in India has only recently seen the emergence of organized, corporate
activity. Traditionally, most of the Retail business in India has been small owner managed
business. It is difficult to put down a Retail organization, which has passed through all the
four stages of the Retail life cycle.
In the private sector, till a few years ago, most cities in India had a few independent retailers.
For example, Mumbai had stores like Akbarally’s., Premsons, Amarsons and Benzer. Then
Shopper’s Stop opened its first outlet in Mumbai in 1991.The store initially offered apparel,
imitation jewelry cosmetics and perfumes and home fashions. It also had a customer loyalty
program in place, which many stores at that time did not offer.
The store enjoyed an enviable position for a while. However, with the change in customer
expectations and increased competition in the form of other department stores like Globus,
Eastside, Lifestyle, etc. and the rise of specialty stores, the company has been forced to
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rethink its product offering. It now not only stocks apparel, jewelry, cosmetics etc. that it
earlier stocked but has also acquired the book store chain – Crosswords.
Cross words counters have been added to many of the existing stores. The store in Andheri
(Mumbai) also houses Planet M, music Retail chain and a small coffee shop. In May 2008,
the company embarked upon a major exercise in terms of repositioning of the store, which
involved among other things, a change in the logo. It is necessary to keep in mind that a
retailer need not always move from maturity to decline. By reworking the marketing strategy
or by changing the product or service offering, a retailer may succeed in moving back to the
growth phase after reaching a stage of maturity with a certain format and a certain mix of
products. (Reference citation from 3)
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Types of Services
Basic types of services offered by the reliance are in the following manner in the form of
their major Subsidiaries:
•
Reliance Petroleum Limited
•
Reliance Netherlands BV (including Trevira)
•
Reliance Retail Limited
•
Ranger Farms Private Limited
•
Retail Concepts and Services Private Limited
•
Reliance Retail Insurance Broking Limited
•
Reliance Dairy Foods Limited
•
Reliance Retail Finance Limited
•
Reliance Jamnagar Infrastructure Limited
•
Reliance Industrial Investment & Holdings Limited
•
Reliance Ventures Limited
•
Reliance Strategic Investments Limited
•
Reliance Exploration & Production – DMCC
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Objective of the Study
With the semblance of the outer world pattern and different prospective of Retail industry, we
tried to understand the working culture and analyse the pattern, trends followed by Retail
sector. There were other factors involved in dealing like the way to attract the customers and
offer them different lucrative offers to entice them. Finally, formation of different strategies
of marketing and creating awareness among the customers by using the core concepts of
marketing that is
•
Share of voice,
•
Share of mind,
• Share of wallet
The basic thrust of the study is customer is king, for which we tried to give best to the
customers what customer wants in terms of:•
Ambience
•
Product
•
Price
•
Quality
•
Services
•
Customer satisfaction
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Policies Developed By Reliance
RIL's talent base, as on March 31, 2011, stands at 22,661 with an average employee age of 41
years.
In FY-11, the Business Transformation initiative created high engagement and excitement
amongst the workforce across all levels at RIL. Some key accomplishments on people
management front are illustrated below:
Learning & Development
In FY-11, RIL enhanced delivery over the last year by ensuring 1,589,395 man hours of
learning activities at its manufacturing divisions. Going forward, RIL will focus on building
specialist skills and multiple cadres in the organisation to support its goals and aspirations.
Additionally, several thousand man-hours of developmental intervention was undertaken to
train the leadership teams on developing the second-line, compensation and benefits,
executive coaching, rewards and recognition programmes and interviewing & selection.
Six Sigma deployments in FY-11 was focused on improving process capability & reliability
issues as per the needs of individual manufacturing sites. A total of 85 projects were executed
leading to financial benefit of Rs. 26 Crore for the year 2010-11.
As a part of Six Sigma deployment process, 9 Reliance Certified Black Belts – Wave 1
(RCBB-1) are working across manufacturing divisions and have, in turn, developed 305 Six
Sigma Green Belts in 2009-11. Total project execution by this team led by RCBB-1 for a
span of two years is 157 leading to financial benefit of Rs. 69 Crore.
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Currently, 19 BMGI/ASQ certified Black belts are working in different sites. Based on the
effective deployment of Six Sigma methodology by first wave, new batch for Reliance
Certified Black Belt – Wave 2 (RCBB-2) has been launched in January, 2011 for which 11
employees have been selected from manufacturing divisions.
In all 354 Black Belts & Green Belts are associated with Six Sigma projects at different sites.
For the success of various Six Sigma projects, 1892 team members and supervisory personnel
are providing active support.
As a part of standardization of training & development of people with validation of their skill
level, web based examination module has been developed for certification of Six Sigma
Green Belts. In FY-11, eight employees have been certified as Reliance Certified Green Belt
(RCGB).
Compensation & Banding
FY-11, saw a significant change in the Company's compensation & banding management
process. On the variable pay front, efforts are afoot to move towards an accountability and
responsibility driven variable pay programmes designed uniquely for various levels.
Talent Acquisition
The belief in its people has been the foundation and corner stone of RIL's growth story. It
was the youth in their 20s & 30s who brought RIL to this pedestal over the last 3 decades and
going forward the intent is to pass the baton on to young leaders over the next 2 to 3 years, to
further propel this success story for the next 3 decades. Towards this end there has been a
significant endeavor in re-enforcing the existing talent base of 22,661.
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RIL's campus hiring programme from the engineering, finance and management institutes has
been far more robust, with wider coverage to ensure higher caliber as well diversity.
RIL has launched a specially tailored programme "Reliance Accelerated Leadership
Programme", in order to hire high caliber young talent into the Company and build a talent
pipeline for the future.
HR Transformation
RIL is focused on building what would be the best "To Be" Organisation over the next 18 to
24 months. In order to achieve this objective, RIL focused on following initiatives:
•
People: Energising and engaging the existing work force, building a pipeline for the
future and creating an exciting work place.
•
HR Processes: To ensure that RIL continues to have the world's best practice and
processes, existing processes are being reengineered and new processes are being
introduced.
•
Policies: The focus in FY-11 was to make the policies employee friendly keeping in
view employee specific needs. The HR policies are being reviewed and benchmarked
with world class organisations.
•
HR Shared Service Centre: The Centre was established last year to ensure efficient
and effective delivery of HR services to RIL employees.
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Company and Its Product Line
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National, International Image & Market Share of the Company
The Reliance Group has been established by Mr. Dhirubhai Hirachand Ambani and this is the
largest private sector enterprise of India. Reliance Group is the pioneer group which provides
energy and materials value chain to the business of the country. Reliance Group collects per
year revenues are in excess of US $ 66 billion with the help of its subsidiaries. This is a
Flagship Company of India and it has a Fortune Global 500 company and is the largest
private sector company in India.
Reliance Industries Limited is providing a dominate role of the evolution and growth of the
country (India). This was starting business as Textile Company in seventies and led its
development as a global leader in the materials and energy value chain businesses. Reliance
Group pursued a strategy of backward vertical integration - in polyester, fibre intermediates,
plastics, petrochemicals, petroleum refining and oil and gas exploration and production - to
be fully incorporated along the materials and energy value chain.
The Main activities of Reliance Groups’ are span exploration and production of oil and gas,
petroleum refining and marketing, petrochemicals (polyester, fibre intermediates, plastics and
chemicals), textiles, retail, infotel and special economic zones.
Reliance Industries Limited is running world-class manufacturing facilities across the country
at Allahabad, Barabanki, Dahej, Dhenkanal, Hazira, Hoshiarpur, Jamnagar, Kurkumbh,
Nagothane, Nagpur, Naroda, Patalganga, Silvassa and Vadodara.
Reliance Industries in its Retail business, that includes flagship stores Reliance Fresh and
Reliance Trends, has already achieved a cash break-even of Rs 78 crore during 2012-13. This
includes earnings before depreciation, finance cost and tax expense.
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Reliance Retail earned another major growth which came from Reliance Brands at 82 per
cent, which currently has a portfolio of 40 international brands and premium to luxury brands
such as Superdry, Brooks Brothers and Steve Madden, amongst others.
Reliance Industries Limited is enjoying global leadership in its businesses and this is
existence as the biggest polyester yarn and fibre manufacturer in the world. In Mumbai,
Maharashtra on June 7, 2013 India PRwire – Reliance Retail, the Retail branch of Reliance
Industries Limited (RIL) is slated to become one of its most profitable sectors. Reliance
Industries Limited wants to make its Retail business as one of our growth engines over the
next few years. Retail business would undertake multi-fold growth in the next few years by
delivering over 50 percent revenue growth in various format sectors year-on-year and is on its
way to achieve revenue target of Rs 40,000- 50,000 crore. (Reference citation from 11, 12 &
13)
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Government Policies & Taxations of the Company
There are certain norms and policies which need to be followed by every company either in
retail or in any other sector. Precisely, every state has its own policies which need to be
followed. There are certain licenses which are of prior important. They are as follow:1. Digi set License
2. Measuring Calibration [Certificate Of Verification]
3. Signage Permission
4. Music License
5. HR Acts covers various acts like
o Shop act
o Contract Labour
o Medical certificate
o Payment of Gratuity
o 365 Days License
6. Sales Tax license (VAT and CST)
7. APMC Mandi License for Fruits and Vegetables
8. FSSI (food license)
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9. Nomination of FSSI
10. OTC Drug license (like Vicks, Dettol, Savlon etc. )
11. Insecticides License (Lizol, Harpic etc.)
12. Esscom License (stock limitation)
13. Packing License (packing of any product)
14. Bakery license (Excise and manufacturing permission)
15. Central Excise
16. RM acts: - Rajasthan Municipality permission
17. Optional License like for multistory building we have to take the license of FIRE
NOC.
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Major Achievements
Reliance has merited a series of awards and recognitions for excellence for businesses and
operations.
Leadership
•
Shri Mukesh Ambani, Chairman & Managing Director, RIL, has been nominated to a
'key advocacy group of Millennium Development Goals', whose mandate includes
finding ways to fight socio-economic evils such as poverty, by the United Nations in
2010. Shri Ambani is the only Indian to be a part of the MDG Advocacy Group that
comprises eminent international personalities.
•
Shri Mukesh Ambani has been re-elected as Vice Chairman of the Business Council
for Sustainable Development's (WBCSD) Executive Committee for a second
consecutive term in 2010.
•
The Foundation Board of the World Economic Forum (WEF) elected Shri Mukesh
Ambani on its Board. WEF's mission is to improve the state of the world and the
elected board members make valuable contributions to this mission through their
involvement.
•
Shri Mukesh Ambani received the prestigious 'Dwight D Eisenhower Global
Leadership Award' at the Business Council for International Understanding's Annual
Global Awards Gala in 2010.
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•
The Asia Society, New York presented the 'Global Vision Award' to Shri Mukesh
Ambani, honoring global leaders who help promote understanding between Asians
and Americans in 2010.
•
Shri Mukesh Ambani received the NDTV Profit Business Leadership Award 2010
from the Finance Minister, Government of India in 2010.
•
The senior editors of Financial Chronicle unanimously voted Shri Mukesh Ambani as
'Businessman of the Year for 2010'.
•
Shri PMS Prasad was bestowed with the "Outstanding Achievement – Natural Gas"
Award at the OCEANTEX 2010.
Retail
•
Reliance Footprint received the Retailer of the Year Award in the Non Apparel and
Footwear category at Asia Retail Congress 2010.
•
Reliance TimeOut received the Retailer of the Year Award in the Leisure Category at
Asia Retail Congress 2010.
•
Vision Express was bestowed the 'Award 2010' for its contribution by the Netherlands
India Chamber of Commerce and Trade in 2010.
•
Reliance Trends received the 'Retail Marketing Campaign of the Year Award' at the
Asia Retail Congress 2010.
•
Reliance Trends received the 'Impactful Retail Design and Visual Merchandising of
the Year Award' at the Asia Retail Congress 2010. Retail
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30.
•
Reliance Footprint received the Retailer of the Year Award in the Non Apparel and
Footwear category at Asia Retail Congress 2010.
•
Reliance TimeOut received the Retailer of the Year Award in the Leisure Category at
Asia Retail Congress 2010.
•
Vision Express was bestowed the 'Award 2010' for its contribution by the Netherlands
India Chamber of Commerce and Trade in 2010.
•
Reliance Trends received the 'Retail Marketing Campaign of the Year Award' at the
Asia Retail Congress 2010.
•
Reliance Trends received the 'Impactful Retail Design and Visual Merchandising of
the Year Award' at the Asia Retail Congress 2010.
(Reference citation from 10)
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Future Prospects
•
Reliance is aiming to touch almost every Indian customer and supplier.
•
To provide best quality, and services to the customers at Cheaper Price.
•
Introducing retail apparel, footwear, women wear and lingerie at its stores.
•
Reliance Retail - 240 neighbourhood and convenience stores under the Reliance Fresh
chain.
•
Plan to open one or two new stores in every six month as per the terms and conditions
of the company.
•
Seamless supply chain infrastructure, unprecedented even by world standards.
•
Aims to launch 700 Reliance Town Centre (RTC) in the country to cater to population
below 3 lakh.
•
More centres next year across the country and the company aim to introduce first
RTC in north India.
•
Plans to introduce rural business hubs (RBH) for the rural population and it aim to
add 1,600 RBHs in the next few years.
•
Reliance Retail will soon have around 100 private labels across product categories.
•
Prosperity to the farmers.
•
Including more verities of Private Label in soaps, detergents, cosmetics and non
FMCG products.
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Background
Reliance has become the big brand name not only in India but also across the globe. The
popularity gained by the country has boosted the performance of the company and that is the
reason that it has multiple fragments in diversified fields. Reliance Group is India's largest
private sector enterprise with revenues in excess of US$ 25 billion. The group has diversified
business interests in areas such as petrochemicals, textiles and Retail. Reliance Group's
flagship company, Reliance Industries Limited (RIL), is a Fortune Global 500 company and
is the largest private sector company in India. (Reference citation from 9)
This can be very well viewed in the company and its product line section. Out of which 1 of
the sector which comes under the Mr. Mukesh Ambani is Reliance Retail. Reliance is best
known for its retailing strategies and capturing the market share in Retail. The promotion
activities of the Reliance Retail are different and unique, but they also follow the old
traditional way of marketing.
We got this golden opportunity to work on the new and one of the biggest Retail store i.e.
ELEMENT MALL, where a new RELIANCE SUPER was launched on 13th June’13. Hence,
all our efforts and learning were practically implemented in the working, managing and
arranging of the new Reliance Super store.
The concern background for our SIP (summer internship program) tells us about the working
of the Reliance Retail sector that:How to develop and strategize for a new mall?
Challenges faced at new malls
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How to audit the Retail malls, what are the areas need to be checked in the Retail
stores?
How to monitor the outdoor and indoor marketing?
How to deal with the vendors and other staff managers?
Handling the facing and depth of the articles(products) as per the planogram.
Checking and maintaining and reporting to MIS through HHT (Hand Held Terminal ).
Handling visual merchandising (including promotion activities, barkers, talkers, grid
board signup)
How to handle cash counters.
What needs to be taught to the different workers (new staff) about the layout?
To check whether the planogram is rightly followed?
Research analysis of different Retail stores like Vishal mega mart, easy day etc.
Benchmarking and price estimation analysis of different products.
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Below is the image of the sample layout of a Retail mall:-
Figure 3 General Sample Layout of Reliance Fresh
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Figure 4 Layout of Reliance Super Element Mall
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Materials and Features of Reliance Retail
These shops stock almost everything a home needs that ranges from fresh fruits and
vegetables, groceries, and dairy products to home and kitchen appliances and a lot more.
Most of the fruits and veggies are kept refrigerated to give them a longer shelf-life. You also
have the option of buying chopped vegetables in hygienically-packed boxes.
The grocery section heaves with products packed by Reliance, carrying their ubiquitous logo.
You also find home and kitchen appliances sold at unbelievable rates.
Most of these medium-sized outlets are manned by friendly staff, which cheerfully takes care
of all your needs. Weekends and beginning-of-the-month can get extremely crowded at these
places, hence plan an early trip. Festivals are when you get the best deals.
Figure 5 Promo Bin
Figure 6 SEL (Shelf Edge Label)
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Figure 7 Flip Chart
Figure 8 Standee with Flip Charts
Figure 10 Data Strip
Figure 9 Clip Strip
(38)

38.
Figure 11 End Cap
Figure 12 HHT (Hand Held Terminal
(39)

39.
Figure 13 Vendor Chiller
Figure 14 Grid Sign
(40)

40.
Figure 15 Tug Pleanth
Figure 16 Loose Bin With Slate
(41)

41.
Figure 17 Heaper
Figure 18 Peg Hooks
Figure 19 Power Wing
(42)

42.
Figure 20 Aligator Bin
Figure 21 Flip Strip
Figure 22 Wall Rack
Figure 23 FSU of Tang
(43)

43.
Figure 24 Floor Rack
Figure 25 Floor Stack
(44)

44.
Catchment Survey
Is Located at 11c National Highway, Mahatma Gandhi Nagar, Ajmer Road, Jaipur.
It is also located in the first good mall coming that area.
The densely populated catchment comprises of:
• Urban Population – Mix of service class & business class.
• The Store’s ‘Primary’ Catchment is in the residential and commercial areas in
a radius of 3-4 kms from the store in namely Vidyut Nagar, Mahatma Gandhi
Nagar, Sanjay Nagar and Queens Road.
National Competitors Present
• Easy Day nirman nagar (1.8 kms away from Reliance super)
• Big Bazaar, Trinity Mall, Sodala (4.4 km away from Reliance super)
• Easy Day Vaishali nagar (3.5 kms away from Reliance super)
• Big Bazaar, vaishali Nagar (4.3 kms away from Reliance super)
• National Handloom (3.4 kms away from Reliance super)
• Vishal Mega Mart (3.4 kms away from Reliance super)
• Local Competitions
• Local kirana- Gupta Store, Vaishali Nagar / mom & pop stores
(45)

45.
Access / Egress:
Figure 26 Location of Reliance Super at Element Mall
The major localities with their population figures:
Vaishali Nagar/ Queens Road (Total =3415 houses) :Neelkanth Colony- 100
Vidyut Nagar- 200(A) + 700(B)
Bhaan Nagar-115
Nityanand nagar-150
Moti Nagar-300
Gandhi Path-300 (*2508 People)
(46)

46.
Vaishali (Miscellaneous)-500
Hanumaan nagar + Rathore Nagar-500
Nemi Sagar Colony-550
* Figures from Election Commission, Rajasthan showing the number of people above 18
years
Chitrakoot-* 6124 people
Nirmaan Nagar-* 6530 people
Major Multi-storeyed Buildings:•
Symphony Pride- 20 Flats
•
Shyam Residency- 30 Flats
Shyam Nagar- *15116 people
Major Multi-storeyed Buildings:•
Maanshree- 40 Flats
•
Pear Vegas- 64 Flats
•
Western Heights-64 Flats……..
(47)

47.
Customer Survey for Buying Pattern in Jaipur City
Figure 27 CATEGORY WISE SHARE (Jaipur city)
Figure 28 SEGMENT WISE SHARE - FOOD (Jaipur city)
(48)

48.
Figure 29 SEGMENT WISE SHARE - NON FOOD FMCG (Jaipur city)
(49)

49.
Competitors Survey
Figure 30 Competitions Mapping of Reliance Super at Ajmer Road
As the competition in increasing day by day in today’s world, Retail Sector is also buzzed
with the competition. It makes inevitable for the Retail companies to connect with the
customer in order to build customer value, satisfaction and loyalty. This also make vital to
watch the competitor strides and evaluating every player performance in order to survive.
(50)

50.
The major different competitors of Reliance Fresh are, we describe below:
1. Big Bazaar
2. Easy Day
3. Hyper City
4. National Handloom
5. Six Ten
6. Vishal Mega mart
Out of these few falls into the periphery of location which is nearby to Element mall & for
whom we did Benchmarking & Competitive analysis.
1. Big Bazaar :Owned by
Pantaloon Group
Year of establishment
2001
Focus
Choice, Convenience and Hygiene
Creative and innovative customer
Strategy
communication, bulk deals at lower price
FMCG Pvt. Labels
“Tasty Treat”
Big Bazaar is a chain of shopping malls in India, which is owned by Kishore Biyani’s
Pantaloon Group. Big Bazaar is not just another hypermarket. It provides the best product at
the best products price. It reflects the look and feel of Indian bazaars at their modern outlets.
All over India, Big Bazaar attracts a few thousand customers on any regular day. Big Bazaar
targets higher and upper middle class customers. The large and growing young working
(51)

51.
population is a preferred customer segment. Big Bazaar specifically targets working women
and home makers who the primary decision makers.
2. Easy Day :Owned by
Bharti & Wal-Mart
Year of establishment
2008 in Ludhiana
Total Store Area
2,500 and 4,500 sq. ft./store
Focus
World class logistics & supply chain
Employees local, retired, disabled and
Strategy
housewives, follows concept of Every Day
Low Prices
FMCG Pvt. Labels
Great Value
Wal-Mart, the US-based world’s largest retailer, through Bharti Retail, its franchisee partner
for front-end Retail in India launched ‘easy day’. Bharti Retail, a part of Mittals owned Bharti
Enterprises – India’s largest mobile telecom player – rolled out first cluster of its three
convenience stores in Ludhiana (Punjab) on, the 16th April, 2008. Bharti had hired meat,
fruits and vegetables vendors, housewives, retirees, rural folks, and physically-challenged
person from local areas for its operations. It had also announced to give preference to people
from local communities for employment in its Retail chain. It also plans to provide intensive
and structured training in Retail to such people at Bharti Academy of Retail, which has
specifically been set up by the company.
(52)

52.
3. Hyper City :Owned by
K Raheja Corp.
Year of establishment
2009 in Mumbai
Total Store Area
1,20,000 sq. ft.
Focus
High-end Consumer
Strategy
One-stop destination stores
“Hyper City”, “Fresh Basket”, “Terzo”,
FMCG Pvt. Labels
“Waitrose”
Hyper City Retail (India) Pvt. Ltd. is part of the K. Raheja Corp. Group, a leader in the Indian
Retail sector. Hyper City is a hyper market in the true sense and stocks an astonishing array
of product categories – groceries, food, home needs, fresh food, garments and consumer
durables – and offers time pressed consumers more convenience, variety and value for their
money, all under roof.
Hyper City provides a truly international shopping experience, where customers can shop in
comfort in a large, modern, & exciting environment. It offers a wide and contemporary range
of innovation products, sourced from both local and international markets. The product range
covers: Foods, Home ware, Home Entertainment, Hi Tech, Appliances, Furniture, Sports,
Toys & Fashion. Discover the difference Hyper City is more than just aisles and shelves, it
also boasts of some very unique shopping experiences, which sets them apart.
(53)

53.
4. Six Ten :Owned by
REI Agro
Year of establishment
2007
Total Store Area
3,50,000 sq. ft.
Focus
Food and Grocery
Small store 400-200 sq. ft., and bunched
Strategy
stores in a locality
FMCG Pvt. Labels
“Real Magic”, “Mr. Miller”, “6Ten”
REI Agro launched its 6Ten chain of Retail outlets in the last quarter of the fiscal of 20062007. Through this venture, they endeavor to get closer to the customers to fulfill their needs.
They claim to be committed to provide excellent value for money maintaining an innovative
and responsive operating structure that delivers quality products and services to customers.
Presently, the private label products account a major part of sales at 6Ten. The products are
packed in our “Real Magic”, “Mr. Miller”, “6Ten” brands. They have already started private
labels for most of the products such as rice, pulses, wheat floor, tea spices, and other staples.
FMCG products such as sauces, chocolates, juices, beverages, jams, beverages, jams,
biscuits, shampoos, moisturizers, hand-washes, floor and toilet cleaners, mosquito repellents
etc. are available under private labels. The private labels claim to offer quality at prices lower
than the national brands.
(54)

54.
5. Vishal Mega mart :-
Owned by
Vishal Group
Year of establishment
1986 in Kolkata
Total Store Area
29,90,146 sq. ft.
Focus
Tier 1 and Tier 2 Cities
Strategy
Focus on Pvt. Labels to reduce cost
FMCG Pvt. Labels
“V need”, “V fresh”
Vishal Retail Ltd., a leading player in the Indian Retial Industry, is a pioneer in discount
retailing and is focused on tier II and III cities in the country. It has a strong presence in
manufacturing and retailing of readymade garments (apparels); retailing of non-apparels and
a large variety of FMCG products. Vishal in supported by strong manufacturing set-up in
Gurgaon, Dehradun and Manesar with a capacity of 5,000 garment pieces per day in each
unit. Vishal started as a humble one store enterprise in 1986 in Kolkata. India’s first hypermarket has also been opened for the Indian consumer by Vishal.
The group’s prime focus is on retailing. The Vishal stores offer affordable family fashion at
prices to suit every pocket. The group’s philosophy is integration and towards this end has
initiated backward integration in the field of high fashion by setting up a state of the
manufacturing facility to support its Retail endeavors.
(55)

55.
Marketing Strategies
1. Push Strategies: - Push marketing is a promotional strategy where businesses
attempt to take their products to the customers. The term push stems from the idea
that marketers are attempting to push their products at consumers. Common sales
tactics include trying to sell merchandise directly to customers via company
showrooms and negotiating with retailers to sell their products for them, or set up
point-of-sale displays. Often, these retailers will receive special sales incentives in
exchange for this increased visibility.
"Taking the product to the customer"
(Reference citation from 5, 6, & 7)
2. Pull Strategies: - Pull marketing, on the other hand, takes the opposite approach.
The goal of pull marketing is to get the customers to come to you, hence the term pull,
where marketers are attempting to pull customers in. Common sales tactics used for
pull marketing include mass media promotions, word-of-mouth referrals and
advertised sales promotions. From a business perspective, pull marketing attempts to
create brand loyalty and keep customers coming back, whereas push marketing is
more concerned with short-term sales.
"Getting the customer to come to you”
(Reference citation from 5,6, & 7)
(56)

56.
Of/For Customer
Push Strategies of Reliance Retail Ltd.
Point of sale displays.
Special Displays.
Catalogs and brochure.
Events.
Pull Strategies of Reliance Retail Ltd.
Coupons
Samples
Premium and gifts
Refunds/Rebates
POP advertisement.
(57)

57.
Initial Image of Mall:
Figure 31 Work in Process
Figure 32 Main Entrance
(58)

58.
Some other forms of communication avenues used for Reliance Super at
Element Mall:-
Radio Station Presence
Print Ad Presence
95 FM Tadka
Dainik Bhaskar
Radio Mirchi
Rajasthan Patrika
Red FM
Rashtradoot
Radio City
Samachar Jagat
My FM
Preferred Outdoor Locations
Hoarding – 11
Pole Kiosk – 150
Street Banner – 1000
Directional Signage – 120
Wall Wrap – 5
Mobile Van/ Hand Card Branding – 4
Communication Media Consumption Pattern
Newspaper –
–
Dainik Bhaskar and Rajasthan Patrika have the maximum readership
–
Rest 41% is mix of small newspapers.
(59)

59.
This can be very well seen in the following graphs:-
* Data Source - DIRECTORATE OF ADVERTISING AND VISUAL PUBLICITY –
Ministry of Information & Broadcasting.
(60)

60.
Insertion Depots of Jaipur
Sodala Insertion
Depot
Vaishali Nagar
Insertion Depot
Figure 33 Insertion Depot of Jaipur
(61)

61.
Insertions in Selected Newspapers
Figure 34 Insertions in Dainik Navjyoti
Figure 35 Insertions in Times of India
Figure 37 Insertions in Rajasthan Patrika
Figure 36 Insertions in Dainik Bhaskar
(62)

62.
Outdoor Marketing Activities
Major Promotional Areas
1. Inox, Viabhav, Vaishali Nagar
2. Amprapali Circle, Vaishali Nagar
3. Sodhani Sweets, Ajmer Road
4. Dana Pani Resturant, Janpath, Shyam Nagar
5. Kanha Sweets, Queens Road
6. Big Ban (Opposite Mahima Trinity Mall)
7. Crystal Palm/MGF
8. Gaurav Towers, Malviya Nagar
9. Pink Square, Raja Park
10. Triton Mall
(63)

63.
We use the following Outdoor Marketing Activities to promote the opening of New Reliance
Super i.e. :-
Figure 38 Low Floor Bus Branding
Figure 39 Auto rickshaw Branding
(64)

64.
Figure 40 (A) Pole Kiosks
Figure 40 (B) Pole Kiosks
(65)

65.
Figure 41 Hoarding at Civil Lines Traffic signal
Figure 42 Mobile Vans
(66)

66.
Figure 43 (A, B, C, D) Catchment Banners of Different Areas
Figure 44 Gantry at Narayan Singh Circle
(67)

67.
Figure 45 (A) Filling of R One Signup on 08th June 2013 at SARAS DAIRY
Figure 45 (B) Filling of R One Signup on 08th June 2013 at SARAS DAIRY
(68)

68.
Figure 46 (A) Filling of R One Signup on 9th June 2013 at Triton Mall
Figure 46 (B) Filling of R One Signup on 9th June 2013 at Triton Mall
(69)

69.
Indoor Marketing Activities
Figure 48 A6 Talker (POS II setup)
Figure 49 Barkers (POS II setup)
(70)

70.
Figure 50 Customer Service at Point of Sale
Figure 51 Standee at Entrance (Promotion Display)
(71)

71.
Dangler
Dropdown
Figure 52 Thematic Display (Every Month Bonus, Below MRP, Reliance Brands etc.)
Figure 53 Visual Merchandizing
(72)

72.
Launching of New Reliance Super
Figure 54 Opening Celebration of New Reliance Super at Element Mall
Figure 55 Store Entrance
(73)

73.
Figure 56 (A) Ribbon Cutting & Lamp Lighting
Figure 56 (B) Ribbon Cutting & Lamp Lighting
(74)

74.
Inside View of New Launched Reliance Super
Figure 57 Point of Sale
Figure 58 Secondary Aisle
(75)

75.
Figure 59 Fruits & Vegetables Section
Figure 60 Customers in Staple Section
(76)

76.
Figure 61 Seasonal Bay
Figure 62 Reliance One Exclusive Bay
Figure 63 Chiller
(77)

77.
Figure 64 (A and B) Customer with Catalogue
Figure 65 (B) Customer with Catalogue
(78)

78.
Figure 66 The first billing..”GRAHAK DEVO BHAV”
Figure 66 Busy Cash Tills After Launched
(79)

79.
Challenges of Retail
There are multiple problems in Retail market. Few of the major problems are as follow:-
Multiple MRP Issues
Same product is available in different sizes with different prices and different offers, so
sometimes it becomes a problem when POS (point of Sales) fails to detect some product with
particular off or any associated offer.
Stock (or Product) Unavailability
Some offer is given in the pamphlets at lower price is not available in the store which bring a
feeling of un-satisfaction to the customers.
Product Location, which leads to customers to search a lot and in case if he/she does not
finds it then they either ask the person at store or assumes that it’s not available at store.
Presence of High Competitor
The location is almost in the prime location, which will be in the competitors range as
mentioned in the swot analysis, that within the range or distance of almost 8km (at max) we
can find all the other rival malls like Easyday, Vishal Mega Mart, National Handloom etc. So
any fluctuation in the price range of any one of the nearby malls will fetch customers and can
affect the sales of the day.
(80)

80.
Price Difference
At various different Retail malls, there are different marketing strategies and different rate
structure. Being organized retail sector reliance can’t deepen its prices without any intimation
to the senior official members. It’s not like a kirana shop which can reduce its price whenever
they want. Looking at the competitive strategy in the nearby area of Ajmer road the biggest
competitor for the Element mall is National Handloom, which keeps its pricing range is quite
competitive, which again entice customers to purchase from there. So this segmentation in
price quotation makes this Retail competition much more difficult.
Customer Walking Space
The customers should be able to move freely in the malls so that they can have the proper
glimpse of the product they are looking for. This even gives a clean and tidy look for mall.
(81)

81.
Research Methodology
Research Objective
1. To determine the impact of swot analysis of Reliance Super at element mall.
2. To understand the sales and promotional strategies of different Retail stores.
3. To study the performance of Reliance Super in comparison to its competitors.
4. To check and evaluate price benchmarking.
Research Design
A research design is the arrangements of the conditions, for collection and analysis of a data
in a manner that aims to combine relevance to the research purpose in economy and
procedure. To look at the whole sole analysis and survey of Reliance Super from different
angles and perspectives of other competitors like Big Bazar, Easy day etc.
Tools for Data Collection
Primary Data: - Market survey team of Reliance has given the primary data. (Due to the
confidential information that data cannot be disclosed)
Secondary data: - Price benchmarking at different retail stores, SWOT analysis of location,
stock availability
Tools for analysis:•
Tabulation
•
Counting
•
Bar-Graphs
(82)

82.
Basis of Analysis
The following parameters were taken into the account:-
About Store
Product availability
Product Quality and freshness
o Fruits & Vegetable
o Staples
o Processed Food
o Dairy Products
o Nonfood FMCG
Promotions and offers displayed
Size and location including the parking facility.
(83)

83.
Sample Design and Data Collection
Following is the sample design in terms of obtaining the research objective:Data collection is one of the most important tasks which form the basis of the research with
further analysis and conclusion. In our research the data survey details has been fetched from
the Reliance survey team on which we have made our analysis and predictions.
The research methodology is the combination of both descriptive as well as the exploratory
research. In terms of descriptive it is for price benchmarking which is done for the
comparative analysis of different retail stores and malls. While in terms of exploratory it
suffices for the launch of New Reliance Super mall at Element Mall.
Here the secondary data was collected and procured from the following sources and ways:•
Visiting the different stores and jotting down the offer prices.
•
Scanning Daily locals to look for retail offers.
•
Comparing the local pricing offers and checking out the special weekend offers.
In order to do comparative analysis the prices of different stores was required as generally
retail companies do not reveal the price list in public, going to store and jotting down the
prices and offer was the only option to work on.
We also required limited secondary data to carry out multi-dimensional scaling of different
retail brands and find out how each of them is perceived. We were supplied with the data of
survey by RIL team where the below table was filled by which we simply analysed the
tabular data and easily made the conclusion.
(84)

84.
Easy day - Easy day - NHC,
Services Nirman Vaishali Vaishali
Nagar
Nagar
Nagar
Big
Bazaar,
Vaishali
Nagar
Big
Bazaar,
Trinity
Mall,
Swej
Farm,
Sodala
Vishal
Mega
Mart,
Vaishali
Nagar
Reliance
Super ,
element
mall
Area
3,500
3,000
18,000
14,000
28,000
10,870
15,670
No. of
floors
1
1
3
3
2
1
1
Indian
Kitchen
0
1
0
0
0
0
2
Live
Bakery
0
1
0
0
0
0
2
Non Veg
1
1
0
0
0
0
2
Check
outs
counters
4
3
3
5
8
5
8
1
1
1
1
1
1
2
0
0
0
0
0
0
3
5
0
2
4
4
2
8
1.25L per
day / 1.5L
weekends
1.5L per
day /
2.25L
weekends
10L per
day / 15L
weekends
Avg 1.3L
per day
Avg 4L
per day/
6L
weekends
6L
weekends
15L
Parking
Ready to
Eat
Ambienc
e
Sale
(85)

85.
For preparing the graphical and statically analysis, we have used the following numerical
formation for the above table for clear prediction and analysis.
yes = 1
very
good
5
messy
bad
0
2
good
4
No = 0
Vehicle
NHC,
Easy Day - Easy Day Nirman
Vaishali Vaishali
Nagar
Nagar
Nagar
Big
Bazaar
Big
Bazaar,
Swej Farm
Vishal
Mega
Mart
Monthly / Monthly /
Fortnightl
Festive
Festive
y
advts only advts only
Paper
Advt.
Twice a
month
Twice a
month
weekly
Catalogue
NO
NO
NO
NO
NO
No
Leaflet
Yes,
Weekly
Yes,
Weekly
NO
Yes,
Weekly
Yes,
Weekly
Yes,
Frequency
not fixed
(86)

86.
Price Benchmarking
In this section, we compared the prices of different articles in different-different stores. The
no. of articles given for the promotion is compared on the basis of their prices in different
stores.
The stores under consideration are:
•
Reliance Fresh
•
Easy Day
•
National Handloom Corporation
The prices of the offer articles are reduced from the original price of articles compared, in
this if some articles are unavailable in some stores we dropped those articles. After this the
price per article is calculated on the basis of each store.
The store with minimum total price is ranked one in best promotion.
Bar graphs and pie charts representing the above information:-
(87)

87.
Product
Name
Onion 1
Kg
Tomato 1
Kg
Sugar
Baby
Melon 1
Kg
Cucumbe
r 1 Kg
Mango
Dussheri
1 Kg
Papaya 1
Kg
Banana 1
Kg
Apple
Red
Delicious
1 Kg
Britannia
Cheese
Slice
Plain 480
g
Britannia
Cheese
Block 400
g
Loose
Sugar 1
Kg
Chkki
Atta 10
Kg
Parle
Hide &
Seek
Chocolat
e 120 g
(2pc)
Parle
Glucose
Biscuit
700 g
Cadbury
Oreo
Vanilla
117.5
g(3pc)
Parle-G
133
g(2pc)
MRP/
Market
Price
Our Rel
leaflet Easyday's
price in
Price
Rs.
Big
Bazar's
Pirce
National
Handloo
m's Price
20
12
12
20
17
18
12
12
20
25
12
7
7.5
11
0
20
15
21
25
0
50
42
42
48
58
36
30
28
0
28
22
17
17
20
22
175
150
0
0
170
268
213
236
273
0
183
143
0
0
0
36
35
0
36
0
320
199
0
0
0
50
45
44
0
48
50
45
50
55
50
75
50
50
25
24
20
18
20
0
9
(88)

88.
Parle
Glucose
Biscuit
700 g
Cadbury
Oreo
Vanilla
117.5
g(3pc)
Parle-G
133
g(2pc)
Fair And
Lovely
Multi
Vitamin
80 g
Head &
Shoulder
s
Shampoo
375 ml
50
45
50
55
50
75
50
50
25
24
20
18
20
0
9
125
109
120
140
81
254
224
235
245
0
Himalaya
Purifying
Neem
Face
Wash 100
ml (2pc)
180
150
115
80
0
Pears
Germshi
eld 125
g(4pc)
208
156
180
52
48
Pepsode
nt
Germich
eck Plus
Multivalu
e Pack
150+150 g
95
83
94
85
95
Tide
Detergen
t Powder
4 Kg
455
425
0
455
421
(89)

89.
Data analysis and interpretation
The project focuses on the launch of the new mall i.e. Reliance Super at Element mall. The
promotions schemes, offers, merchandising, location, ambience, prices were certain key
factors on the basis of which we analyzed our data and made the interpretations. So we made
the comparative analysis of different stores which are in the nearby area of the Reliance super
element mall.
For pursuing qualitative analysis, we made the visits to the different retail stores and observe
the different products availability, offers, prices etc. This strengthened our research as we can
now clearly visualize that which is the more prominent areas which are responsible
increasing sales of the particular retail store. This gave the insight of each and every store as
the bright and gray shades of the management were more visible. This also gives an insight
of understanding the stores performance through the eyes of customer’s and research analyst
as well.
Here are the graphs which depicts the information collected and observed at different retail
stores:-
(90)

90.
(91)

91.
From the above graphical figures we can clearly state few things. Our analysis is in the
following manner:Area: - Looking at the prospective of area in square cm. it’s clearly visible that Big Bazar is
covering the maximum range of area among the all other competitors. After this come
National Handloom and then Reliance Super at element mall.
Product availability: - As the Reliance Super is new and fresh so it has got highest
accreditation points in terms of the products available in the stocks and displayed at the Point
of Display unit.
Store Ambience: - In terms of the store ambience, Reliance Super has the highest
appreciation, which is the followed by same ratings for Easy day and Big Bazar.
Parking: - Its readily available at all the retail stores. So Reliance Super has highest
attribution.
Sales: - The 1st week sales were enormously high for reliance Super at element mall, then
followed up by easy day and then big bazar.
SWOT Analysis of Reliance Super at Element Mall
Reliance Super: About the catchment & Competition: Is Located at 11c National Highway, Mahatma Gandhi Nagar, Ajmer Road, Jaipur.
It is also located in the first good mall coming that area.
The densely populated catchment comprises of:
o
Urban Population – Mix of service class & business class.
o
The Store’s ‘Primary’ Catchment is in the residential and commercial areas in
a radius of 3-4 kms from the store in namely Vidyut Nagar, Mahatma Gandhi
(92)

92.
Nagar, Sanjay Nagar and Queens Road.
National Competitors Present
o
Easy Day nirman nagar (1.8 kms away from Reliance super)
o
Big Bazaar, Trinity Mall, Sodala (4.4 km away from Reliance super)
o
Easy Day Vaishali nagar (3.5 kms away from Reliance super)
o
Big Bazaar, vaishali Nagar (4.3 kms away from Reliance super)
o
National Handloom (3.4 kms away from Reliance super)
o
Vishal Mega Mart (3.4 kms away from Reliance super)
o
Local Competitions
o
Local kirana- Gupta Store, Vaishali Nagar / mom & pop stores
(93)

93.
(94)

94.
(95)

95.
(96)

96.
Analysis of price benchmarking from the above graph:In Fruits and vegetables section the prices of reliance Super at element mall and easy day are
highly competitive. Their price range is almost similar and very low in comparison to the
other retail stores.
While looking closely at the other products of non fmcg like shampoo, creams, etc. then there
the competition increases with big bazar, which is leading in lower price range than reliance
super.
In the food section like variety of biscuits Oreo, Britannia, parle-G then there the competition
increases with National Handloom.
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97.
Conclusion
•
In case of product availability and product quality Reliance Super has come out as
best according to observations. It has covered a wide variety of products which were
not available at any other retail store.
•
Big bazar and reliance Super share the top most position in terms of promotions and
advertisement including visual merchandising and promotions.
•
Reliance Super has the best prices to offer as it has the least pricing offers by looking
at their weekend offers. This was closely competitive with Easyday as it also share
almost same price range as of Reliance Super.
NHC
Parameters
No of floors
EasyDay
Reliance Super
1
Indian kitchen
Live bakery
Non veg
Check outs
Parking
Ready to eat
Ambience
Area
Product availability
Total points
•
Big Bazar
1
1
1
1
1
1
1
1
1
1
2
2
3
Seeing the overall parameters, we can visualise that the maximum points has been
attained by Reliance super which gives a upper hand to the maximum satisfaction.
This also gives rise to the concept of senses i.e. Touch and feel, this time reliane has
come up with the idea of bakery within the mall which has worked on the senses of
customers and as a result we can observe the maximum footfall.
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1
5

98.
Bibliography
1. "Reliance Retail has no plans to bring in foreign partner: Bijou Kurien". The
Economic Times. Nov 28, 2011. Retrieved Dec 14, 2011.
2. http://www.ril.com/html/business/business_retail.html
3. http://www.citeman.com/7774-concept-of-life-cycle-in-retail.html
4. http://www.slideshare.net/Giridharsonti/reliance-presentation-14721035
5. http://www.slideshare.net/rtvignesh/reliance-fresh-retail-marketing
6. http://www.slideshare.net/jerryjose/reliance-retail
7. http://smallbusiness.chron.com/difference-between-push-pull-marketing-31806.html
8. http://www.economywatch.com/business-and-economy/indian-retail-industrygoverment-policy.html
9. http://www.iloveindia.com/economy-of-india/top-50-companies/reliance-group.html
10. http://www.ril.com/html/aboutus/awards.html
11. http://profit.ndtv.com/stock/reliance-industries-ltd_reliance/reports
12. http://www.ril.com/html/aboutus/aboutus.html
13. http://www.thehindubusinessline.com/companies/reliance-industries-retail-businessclocks-rs-10000-cr-in-sales/article4787600.ece
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