Retail management Report on Reliance

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Retail management Report on Reliance

  1. 1. By- Kuhu Pathak CMBA2/1316
  2. 2. PROGRAMM MODULE: RETAIL MANAGEMENT NAME: KUHU PATHAK INSTRUCTOR: PROF BIBHAS BASUMATARY STUDENT ID: st20057537 PROGRAM: MBA BATCH: CARDIFF AUGUST 2013 PROGRAMM CODE: MBA7003 Date of Issue: 09.04.2014 Date of Submission: 18.04.2014
  3. 3. CONTENT Acknowledgement Executive summery Introduction Brief on Reliance fresh  History  Present status  Farm to Fork  Supply chain model of reliance fresh  SWOT analysis on the Reliance Fresh Brief on Reliance fresh in Kolkata, West Bengal Market communication in New digital world  Introduction  Communication Technologies Brand identify at Reliance Fresh The Marketing Mix Conclusion
  4. 4. ACKNOWLEDGEMENT I wish to express my appreciation and thank to all those with whom I have had the opportunity to work and whose thoughts & insights have helped me in furthering my knowledge and understanding of the subjects. Every page of this report reminds me about the moral support and guidance that was bestowed on me by the respected guide, professor, friends, and family members throughout the duration of the assignment. First of all I owe my special thanks to the management of Reliance fresh, for so kindly providing me data and useful information for the purpose of the study. My sincere gratitude goes to Store Manager without whose valued guidance, encouragement and inspiration the assignment could ever have been possible. I convey my regards to Mr. Bibhas Basumatary, UBS, Karjat, Mumbai for providing ample opportunity and me to prepare this academic task. I am also grateful to my parents for their encouragement. I am unable to mention many other name who have helped me greatly but it gives immense pleasure to appreciate and thanks all those without whose encouragement and help this project would never have been completed. Kuhu Pathak
  5. 5. These days’ organizations are looking forward to obtain competitive edge over their competitors through highly developed employee skills, excellent market communication skills, distinctive organizational cultures, management processes and systems which are in contrast to traditional emphasis on transferable resources such as equipment that can be purchased any time by competitors’. Reliance Fresh is the retail chain division of Reliance Industries of India which is headed by Mukesh Ambani. In reliance also much work is done to develop the marketing competencies so as to have better results. Reliance has entered into this segment by opening new retail stores at Hyderabad on 3 November 2006. Reliance plans to invest 25000 crores in the next 4 years in their retail division and plans to begin retail stores in 784 cities across India. In my study I have studied the socio-economic importance of the retailer in that particular area, identified the Retail Type and its Product and or Service Categories, evaluated the key strategic drivers of the industry in which this Retailer is part of, identified all the modern technology deployed by the Retailer in its operations, identified the Marketing Mix Strategy applied by the Retailer to gain competitive advantage. But apart from these I have tried to study the market communication processes in digital world for Reliance Fresh. For that I had gone to different reliance fresh retail stores and find out the communication ways they use. I also did environmental analysis for my study. Types of Communication techniques used here. Big retailers like Reliance have huge resources and network which directly impacted many of the retailers some of whom are planning to quit. In our sample size of 75 retailers more than 30 agreed to have lost as much as 50% of their sales. This case also discusses pros and cons of contract farming which on one part assures farmers of price for their crop and knowledge about fertilizers and seed but on other side has some obvious drawbacks like monopoly of big retailers. As a big market in which organized sector is poised to grow with 25% - 30% annually our government must come with appropriate regulations to save small retailers and our agricultural sector. Executive Summary Growth through commitment: We care about Quality Research and development Health, safety & environment Human resource development Energy conversion Corporate citizenship
  6. 6. Introduction 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. The sale of goods or commodities in small quantities directly to consumers is known as retailing. A "retailer" buys goods or products in large quantities from manufacturers or importers either directly or through a whole selle and then sells smaller quantities to the end user. Retail is India’s largest industry, accounting for over 10 percent of the country’s GDP and around eight percent of employment. Retail in India is at the crossroads. It has emerged as one of the most dynamic and fast paced industries with several players entering the market. That said, the heavy initial investments required make break even hard to achieve and many players have not tasted success to date. However, the future is promising; the market is growing, government policies are becoming more favourable and emerging technologies are facilitating operations. The Indian retail industry in valued at about $300 billion and is expected to grow to $427 billion in 2010 and $637 billion in 2015. Only three percent of Indian retail is organised. Retailers of multiple brands can operate through a franchise or a cash-and- carry wholesale model. Retailing in India is gradually inching its way to becoming the next boom industry. The whole concept of shopping has altered in terms of format and consumer buying behavior, ushering in a revolution in shopping. Modern retail has entered India as seen in sprawling shopping centres, multi-storeyed malls and huge complexes offer shopping, entertainment and food all under one roof. The Indian retailing sector is at an inflexion point where the growth of organised retail and growth in the consumption by Indians is going to adopt a higher growth trajectory. The Indian population is witnessing a significant change in its demographics. A large young working population with median age of 24 years, nuclear families in urban areas, along with increasing working-women population and emerging opportunities in the services sector are going to be the key growth drivers of the organised retail sector.
  7. 7. RRL has embarked upon an implementation plan to build state-of-the-art retail infrastructure in India, which includes a multi-format store strategy of opening neighborhood convenience stores, hypermarkets, specialty and wholesale stores across India.
  8. 8. Reliance Fresh is the convenience store format which forms part of the retail business of Reliance Industries of India which is headed by Mukesh Ambani. Reliance plans to invest in excess of Rs 25000 crores in the next 4 years in their retail division. The company already has in excess of 560 reliance fresh outlets across the country. These stores sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy products. A typical Reliance Fresh store is approximately 3000-4000 square feet and caters to a catchment area of 1-2 km. History: Post Lunch, in a dramatic shift in its positioning and mainly due to the circumstances prevailing in UP, West Bengal and Orissa, it was mentioned recently in news Dailies that, Reliance Retail is moving out of stocking fruits and vegetables. Reliance Retail has decided to minimize its exposure in the fruit and vegetable business and position Reliance Fresh as a pure play super market focusing on categories like food, FMCG, home, consumer durables, IT and wellness, with food accounting for the bulk of the business. The company may not stock fruit and vegetables in some states. Though Reliance Fresh is not exiting the fruit and vegetable business altogether, it has decided not to compete with local vendors partly due to political reasons, and partly due to its inability to create a robust supply chain. This is quite different from what the firm had originally planned. When the first Reliance Fresh store opened in Hyderabad last October, not only did the company said the store’s main focus would be fresh produce like fruits and vegetables at a much lower price, but also spoke at length about its “farm-to-fork’’ theory. The idea the company spoke about was to source from farmers and sell directly to the consumer removing middlemen out of the way. Supermarket Large self service outlets, catering to varied shopper needs are termed as Supermarkets. These are located in or near residential high streets. These stores today contribute to 30% of all food & Reliance Fresh Supermarkets Type : Supermarket Founded : 3- October 2006 Headquarters : Mumbai, India Key people : Mukesh Ambani, CEO
  9. 9. grocery organized retail sales. Super Markets can further be classified in to mini supermarkets typically 1,000 sq ft to 2,000 sq ft and large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft. having a strong focus on food & grocery and personal sales. Current status: The super marts will sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy products and also will sport a separate enclosure and supply-chain for non-vegetarian products. Currently, selling through company-owned stores currently totals just $8 billion in India. Industry estimates say that the country's retail industry is worth $300 billion, that is about Rs 13,50,000 crore. This stands a chance to blossom to $427 billion in the next four years. Organized retail accounts for just over Rs 35,000 crore. Reliance Fresh bids to tap the potential for organized retail in the country. FARM TO FORK The Reliance retail company sources say it is setting aside Rs 50,000 crore to build its farm- to-fork linkage. Reliance has drawn up plans for a presence in 784 towns and 6,000 mandi (wholesale market) towns with 1,600 rural business hubs to service these. It has already rolled out 177 Reliance Fresh stores across major towns in 11 states. According to a company report, RIL is targeting a turnover of Rs 40,000 crore in the next few years.
  10. 10. After Future Group, Reliance Retail plans to introduce private label sale to kirana stores Reliance Retail is understood to be exploring ways to supply its private labels in food and groceries to kirana stores and small retailers in the country. A separate entity, most likely to be named Reliance Foods, will carry out the private label business. Reliance Fresh head Gunender Kapur was made head of private labels business in the company. Its formats such as apparel chain Reliance Trends, beauty and wellness format Reliance Wellness, consumer durable chain Reliance Digital have private labels or are in the process of launching private labels. The whole idea of private labels is based on pricing and retailers get enough volumes on their shelf at marginal costing. Retailers have an opportunity to sell their private labels to kirana stores. Supplying to kiranawalas is a tedious job as you need to have different points of sale, enough manpower and transport and delivery systems. But selling products through cash and carry stores is a viable Major associates:  Reliance Europe limited  Reliance industrial infrastructure limited
  11. 11. SUPPLY CHAIN MODEL OF RELIANCE FRESH Reliance started its retail operations of reliance fresh stores with following supply chain model. Procuring directly from the farmers and operating with moderate margin but mass selling was key to reliance fresh operations for first few months. The following figure depicts the reliance fresh model MODEL 1 :- MODEL 2 :- Model 2: Whole Sale Trading (WST) Reliance formalized its second supply chain model to shift itself from grocery retailer to grocery supplier by focusing and establishing itself in Mandi’s. Steps in WST model:
  12. 12. 1. Reliance has owned farms on contract basis for production of specific crop which is decided after extensive research depending on •SOIL CONDITIONS. •CLIMATE CONDITIONS. •RETURN OVER COSTS INCURRED. 2. Different vegetables and fruits from such farms are collected through reliance own logistics and brought to collection Processing centers where quality check and other required processing is doneA quality-control expert samples every tenth crate; if the fruits are good a team will ready them for delivery within hours to Reliance fresh stores around different places like U.P and as far away as Hyderabad and even Mumbai (formerly Bombay). If they are not, workers will inspect the entire shipment and discard anything below standard. 3. Merchandise from these collection processing centers are collected and loaded for Wholesale mandi’s. As this merchandise is to be made available by 4 A.M in morning thus deliveries in trucks are sent at time depending upon: TRANSIT TIME. – Time required reaching destination i.e mandi’s.
  13. 13. MARGIN TIME. – Time period between a truck reaching mandi and then Unloads. Can be 2 to 3 hours. 4. From mandi’s where the trucks have been unloaded, roadside vendors and pull carters buy fruits and vegetables to supply in households. 5. In case still some vegetables and fruits are not sold reliance logistics own transportation send them to reliance fresh stores SWOT ANALYSIS ON THE RELIANCE FRESH first into enter into this unorganized sector of vegetables and fruits. Brand Equity have100% farm fresh foods in their new retail stores over 60 per cent of the floor space has been dedicated to fresh fruits and vegetables positioning themselves the industries like Food world, introducing new Reliance full- fledged supermarket called Shakhari Bhandar staples are under its own private label brand — ‘Reliance Select’ A supermarket may need as much as 8,000-10,000sq.ft. this could be irksome it may miss out on the opportunity to capture a greater share of the customer’s wallet fix this problem by adding a few small counters for some basic non-food products to their official this format is not final one they are accepting the new changes which are required to attract the large number of customers. Poor inventory control Staff – Lack of knowledge about products Parking Strengths: Weakness:
  14. 14. : RELIANCE FRESH IN KOLKATA Reliance fresh stores in opened on 25th October, 2007. Core business of Reliance Fresh is selling Fruits and Vegetables to the ultimate customer. When it opened, traders and rode side vendors opposed. Reliance Fresh is hampering local vegetables vendors business. After that blow Reliance Fresh decided not to sell fruits and vegetables in Orissa. There are 14 reliance fresh stores in Orissa. Stores in West Bengal: Farm to fork, No middlemen, Farmers – Customer Hundreds of farmers – 1 million farmers – next five years International Retail Giants: Carrefour, Metro AG, Tesco. Bharti – Wallmart (Farm to Fork) Operating cost are too high Opportunities Threats: Stores in Orissa Store location Date of inauguration Total area of square ft. New Town 30/10/2007 2200 Bangur Avenue 07/11/2007 6368 Lake Town 17/11/2007 4935 Jodhpur Park, 24/11/2007 4176 Desapriya Park 23/02/2008 3428 Outside Kolkata Sreerampur 22/12/2007 4749 Budge Budge 22/12/2007 2999 Kadamtala 08/03/2008 5349
  15. 15. In 2008, without selling fruits and vegetables, Reliance Fresh stores of Orissa are performing well in nationwide. The average Sq. feet sale of Reliance Fresh in India is Rs. 22 and in Orissa Sq. Feet sale is Rs. 17 without selling fruits and vegetables. Reliance fresh is targeting the Upper class and Middle class customers. But according to location of these stores Upper class, Middle class, and Lower class customers are visiting to the store. But, now in the every store in Orissa, are selling fruits and vegetables. Reliance Fresh is the establishment of Reliance Group Of Industries and one of the popular family shopping malls in Kolkata. Reliance Fresh is known for its product availabilities like Cooking Utensils, Groceries, Personal Care Products, Jewellery and Apparel, Home Care Products etc and for Cheap Rate / Price of Products in Kolkata. Reliance Fresh often comes up with Deals and Discounts like ‘Bachat Badi, Fayda Bada’, ‘Saving Big as you Shop’, ‘Winter Offer’, ‘Puja / Festival Offers’ etc at Reliance Fresh attracts more customers of Kolkata. Reliance Fresh Mall Condition at Kolkata is fabulous with Centrally Air Conditioned, Car Parking Area, Credit/Debit Card Acceptance and many other facilities. Reliance Fresh Store opens all seven days a week between early mornings 7am till night 10pm. PRODUCT MIX OF RELIANCE FRESH Sodepur Barasat 12/03/2008 4921 PRODUCT MIX OF RELIANCE FRESH FRUITS &VEGETABLES STAPLE STAPLE STAPLES PF, BEVERAGE, F&V NON-FOOD FMCG
  16. 16. Product Availability: Although Reliance Fresh is mainly concerned about stocking fresh vegitables and fruits but due to some political controversy they mainly focus on the household products and FMCG products. The product displayed in shelves in such a height so that they can be easily availed by the customers and customers can compare the product specifications and price. RELIANCE FRESH STORE OPERATIONS The retail store is the place where customers take a decision on the purchase of the products offered by the retailer. The store also influences the perception that customers form in their minds about the store, the products services and staff. Therefore from management’s point of view, operations of the store are a major element of costs. Therefore store becomes a critical asset of the retail business and it is imperative that the operations are managed well to achieve and sustain customer satisfaction and be cost effective. Vegetables Chocolates
  17. 17. Managing store operations for a retail business is a challenging task. It requires integration among various functions within the store. When all the functions are performed in an integrated manner then only the store can run smoothly achieving full customer satisfaction. The retail store becomes of prime importance to the retail organisation, for basically two reasons. 1. Retail store is the primary source for revenue for the retailer. 2. It is the point where the customer actually interacts with the retail store and its offering. The primary responsibility within the environment of a retail store lies with the Store Manager. . COMPONENTS OF RETAIL OPERATIONS Each and every process taking place in the store is defined in the Store Operations Manual. It states the responsibility and the time period in which these tasks need to be carried out. The task in the store can be broadly classified into following: 1. Store Administration and Management of the Premises; 2. Managing Inventory and display; 3. Managing Receipts; 4. Customer Service; and 5. Managing Promotion, Events, Alliances and Partnerships.
  18. 18. Figure: Tasks to be performed at the Store Level As seen in the figure we can easily observe that each and every task is revolving around Customer Service as it is always at centre stage. Every task is aimed at providing customer an experience which leads to customer delight which is the only way Reliance Fresh can stay ahead of its competitors and still run profitably. After receiving a service the customer evaluates post purchase and three possible outcomes are: 1. Actual performance matches expectation, leads to satisfaction. 2. Performance exceeds expectation and the consumer is Delighted and here customer is excited and does repeat purchases and involves himself into mouth to mouth publicity for the Store. This can do a very damaging impact on the store image and it becomes a very tough job to get back such a customer. Store Layout: The store layout should be planned in such a manner that customer finds enough space for movement. The layout should be in such a systematic manner that customer can easily locate products he/she wants to purchase. At Reliance Fresh a very impressive layout has been put in place where customer easily finds what he wants. Store Admininistration and Management of Premises Recieving and displaying goods Providing customers 'shopping' experience Recording sales Managing Alliance / Partnerships and Promotions / Events
  19. 19. Store Layout: Reliance Fresh Model HOME FURNISHING PROCESSED FOOD NON-FOOD(PersonalCare)DAIRY PLASTICWARES PROCESSEDFOODS PROCESSEDFOOD STAPLES PERSONALCARE FOOD&BEVERAGES FOOD&BEVERAGES FRUITS&VEGETABLES VEGETABLES BEVERAGES/DAIRY Customer Service TILL TILL STAPLESMOBILES PROCESSED FOOD EXIT
  20. 20. MARKET COMMUNICATION IN NEW DIGITAL WORLD Introduction: “Few industries are under as much pressure as media…thanks to a growing number of delivery channels and formats, consumers have virtually unlimited options when it comes to how and when they consume information. While audiences’ appetite for information and entertainment is truly staggering, providers are finding they must spread the wealth in a buyer’s market now glutted with delivery points. It’s not surprising that enterprises — from entertainment, broadcasting and cable companies, to publishers and digital media innovators — are seeing once-predictable revenue structures give way as consumers get used to information available virtually on demand — whenever, however and from wherever they choose to absorb it.” Market communication techniques: Market communication are means by which firms attempt to inform, persuade, and remind consumers -directly or indirectly- about the products and brands that they sell. There are various technologies through which companies can interact to consumer and provide information about a product or services. They are: Pull vs. Push Direct marketing: Use of mail, telephone, fax, e-mail or internet to communicate directly with or solicit response or dialogue from specific customers & prospects. Customized: The message can be prepared to appeal to the addressed individual. Up-to-date: A message can be prepared very quickly. The Internet: The internet is a global system of interconnected computer networks that use the standardized Internet Protocol Suite (TCP/IP).it is a network of networks that consists of millions of private and public, academic, business, and government networks of local to global scope. The internet carries a vast array of information resources and services, most notably, the inter linked hypertext documents of the World Wide Web(WWW) and the infrastructure to support electronic mail, in addition to popular services such as online chat, file transfer and file sharing, online gaming and voice over internet protocol(VoIP) person-to-person communication via voice and video.
  21. 21. Since the Internet has a central role in the changes that are studied in this thesis, let us take a look on how fast and how widespread its usage actually is. This first map shows the differential levels of network connectivity in September 1991:
  22. 22. Map of International Connectivity, 1991. the next map is from June 1997 and the vast proliferation after only six years is very evident. Map of International Connectivity, 1997. Even though the last map shows how nearly the entire world is connected, it is still from 1997 and thus quite old. Nowadays the whole world is more or less considered to have Internet access and it is instead the number of Internet users within each country that is studied. Antonio Scarponi (2005) has created an animated map of the world showing the growth of Internet users from 1993 and predicted to 2015, the following map depicts the predicted Internet usage 2015 and uses a cartogram representation where the size of the country is based on the number of Internet users rather than the geographical area.
  23. 23. Internet Users World Map, 2015. It is evident that the Internet is extremely widespread, and that its formation was quite rapid, particularly in comparison with that of television which was discussed earlier. The point here is that changes and evolvements in technology and society take place with varying paces and with varying effects. We believe that the changes that are explored in this thesis will have a dramatic impact on how companies communicate in their markets, how consumers retrieve information, communicate, buy commodities and receive services in their daily lives. it is much more important to realize that the changes are actually occurring, and that they are gradually imposing companies to respond as it was made clear in the introduction of the thesis, and it is thus even more important to try to grasp the changes and try to realize what they imply – which is exactly why the authors have dedicated themselves to this thesis. Streaming Audio and Video: Traditional techniques for receiving multimedia over the Internet required that you first download the content, and not until the completion of the download could you watch or listen to it. Nowadays, however, you can watch or listen to content on the Internet at the same time as you are receiving it, this is what is called “streaming”. It implies major benefits in regards to not having to wait and it generally enriches the experience of the Internet, making it more vibrant and dynamic. YouTube: YouTube is a video streaming site owned by GOOGLE, it grows by an addition of 65,000 new videos every day and over 100 million video clips are watched each day by people allover the world.
  24. 24. Joost: Joost is a new computer based, ad financed television service that differs from YouTube in the sense that all material is straightly from the content producers which resolves any copyright issues. On YouTube, on the other hand, many members upload recorded content from other sources, such as movies or TV shows, which can cause copyright issues with the original content producer and/or provider. MySpace: MySpace.com, which was launched less than two years ago, is the fifth ranked web domain in terms of page views. It integrates web profiles, blogs, instant messaging, e-mail, music downloads, photo galleries, classified listings, events, groups, chat rooms, and user forums, and MySpace.com has thus created a connected community where users put their lives online. RSS: RSS (Rich Site Summary or Real Simple Syndication) is a format for delivering regularly changing web content. Many news-related sites, weblogs and other online publishers syndicate their content as an RSS Feed to whoever wants it. RSS solves a problem for regular users of the web. It allows you to easily stay informed by retrieving the latest content from the sites you are interested in, you thus save time by not needing to visit each site individually and you ensure your privacy by not needing to join each site's email newsletter.
  25. 25. Webcasting: A webcast is a media file distributed over the Internet using streaming media technology. A webcast may either be distributed live or on demand. Essentially, webcasting is “broadcasting” over the Internet. The generally accepted use of the term webcast is the "transmission of linear audio or video content over the Internet". A webcast uses streaming media technology to take a single content source and distribute it to many simultaneous listeners/viewers. Podcasting: Podcasting is quickly becoming a buzzword today and it simply implies online audio content that is delivered through an RSS feed. Many people describe podcasting as radio on demand. However, podcasting gives significantly more options in terms of content than radio does. In addition, with Podcasting, listeners can determine the time and the place, meaning they decide what programming they want to receive and when they want to listen to it. Blogs: A blog (a contraction of the term "weblog") is a type of website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. "Blog" can also be used as a verb, meaning to maintain or add content to a blog. Peer-to-Peer (P2P) Computing: Peer-to-peer (P2P) networking is a method of delivering computer network services in which the participants share a portion of their own resources, such as processing power, disk storage, network bandwidth, printing facilities. Peer-to-peer network participants are providers and consumers of network services simultaneously, which contrasts with other service models, such as traditional client-server computing. Today, however, we have the same server-client structure across the entire Web and each separate computer can act as a server as well as being a client, this consequently implies a significant decentralization of the Internet. E-Procurement: Websites are organized around two types of e-hubs: vertical hubs centered on industries (plastics, steel, chemicals, and paper) and functional hubs (logistics, media buying, advertising, energy management). In addition to using these web sites, companies can do e-procurement in other ways:  Direct extranet links to major suppliers: companies can setup extranet links to its major suppliers.
  26. 26.  Buying alliances: Several companies buying same goods join together to form purchasing consortia and gain deeper discounts on volume purchases. Mobile Internet: Audio and video streaming generally enriches the experience of the Internet, making it more vibrant and dynamic, however, streaming technology not only enriches the Internet but it may also be the strongest force for significantly extending the Internet to cell phones. Mobile Internet involves a trade-off between reach (portability) and richness (small screens and keyboards), where the latter is sacrificed for higher reach and mobility. In Japan, use of the mobile Internet really has gained foothold. M-Commerce: Mobile commerce also known as M-commerce, M-Commerce or U-Commerce, owing to the ubiquitous nature of its services) is the ability to conduct commerce, using a mobile device e.g. a mobile phone (cell phone), a PDA, a Smartphone and other emerging mobile equipment such as dashtop mobile devices. Mobile commerce has been defined as follows: Mobile commerce is any transaction, involving the transfer of ownership or rights to use goods and services, which is initiated and/or completed by using mobile access to computer-mediated networks with the help of an electronic device. Wireless Advertising: The advertising industry is extremely excited about the idea of reaching high-income earners anywhere and everywhere for promoting the products and services of its sponsors, and that wireless internet makes this technically possible. RFID EUROPLEX
  27. 27. BRAND IDENTIFY AT RELIANCE FRESH In this part of brand identity the outer core level is taken in consideration. The major levels are as follows: Picture of Brand Identify Design: The design of the brand reflects which it wants to communicate to its customers. In s Reliance fresh being a store its design of reflects that it is a low cost because the fixtures and the cost of the store looks very low and gives a feel of budget shopping and use of graphics throughout the store and outside the store attracts the customers and communicate the deliverables of the store. Logo/Symbol: The logo of Reliance fresh includes a leaf structure which represents freshness. Brand name: The brand name consists of two parts one is ‘Reliance’ which means the name of parent company ‘Reliance Industries Limited and secondly the “Fresh” means ‘provides fresh merchandise’. Character Logo/Symbol Slogan Brand name Design
  28. 28. The Marketing Mix Strategy Price  Vegetables and fruits  House hold items  Food and beverages – All premiere brand + Private label  Groceries – only private label  Dairy products  Non veg food items  Ready to eat items
  29. 29. Conclusion: With the growing retail concept Reliance Fresh is really a fresh air in the arena of vegetable and fruit market. But due to some political and local problems all Reliance stores are not allowed to keep vegetables and fruits according to their goal. Camps Publications Public relation and publicity Social event Store tour Events / experience Premiums and gifts Sampling Rebates Sales promotion Promotion

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