From 1/10/2008 to 31/10/2008
Submitted By: Submitted To:
Mukesh Kumar Ms. Shalini Srivastava
Centre for Retail Retail Promotions
Retailing is the interface between the producer and the individual consumer buying for personal
consumption. This excludes direct interface between the manufacturer and institutional buyers
such as the government and other bulk customers. A retailer is one who stocks the producer’s
goods and is involved in the act of selling it to the individual consumer, at a margin of profit. As
such, retailing is the last link that connects the individual consumer with the manufacturing and
distribution chain. The retail industry in India is of late often being hailed as one of the sunrise
sectors in the economy. AT Kearney, the well-known international management consultancy,
recently identified India as the ‘first most attractive retail destination’ globally from among thirty
emergent markets. It has made India the cause of a good deal of excitement and the cynosure of
many foreign and domestic eyes.
The entry of foreign and Indian
retail giants like Wal-Mart, Metro, Reliance, Birla, Tata etc. made Indian market more competitive
which is at cut throat level. Sohow retailers can reach to their end customers, to win the mind
share and increase the basket size of each shopping trip. Now the role of advertisement and
“If you don't discount you'll lose business fast Money talks louder than into play.
nationalistic appeals to the public not to purchase from the lower-priced
quot;Foreign storequot; down the road. A large band of wholly Thai-owned stores
ranging from small family firms to medium-sized players protested against the way of
the presence of the international retailers. ” effective
the customers and
an important role to attract the customer and to do business. To understand the effectiveness and
types which are used by the retailers in India this project was done on the “Reliance fresh” a retail
chain with a PAN India presence. The role of promotions, Advertisements are now become a
strategy to win the race as per the ‘Bangkok Post in year 2001’.
After analyzing all the aspects
of promotions at Reliance fresh, I concluded that the communication mix used is more effective
and penetrating. Reliance fresh is able to attract customer’s attention and earn targets. The area
where Reliance fresh needs to focus is the concept ofIMC programme which can make its
promotional programme more effective and efficient. At the end congratulations and all the best to
whole Reliance fresh team for doing such a wonderful task, this helped me in improving my
I. To understand store promotions at Reliance fresh.
II. To understand the different modes of communication used by Reliancefresh.
III. To understand IMC tools used by the competitors of Reliance fresh.
IV. To analyze the effectiveness of promotion at Reliance fresh.
2.0. Company Profile:
The Reliance Group, founded by Dhirubhai H. Ambani (1932-2002), is India's largest private
sector enterprise, with businesses in the energy and materials value chain. Group's annual revenues
are in excess of USD 27 billion. The flagship company, Reliance Industries Limited, is a Fortune
Global 500 company and is the largest private sector companyin India.
Backward vertical integration has been the cornerstone of the evolution and growth of Reliance.
Starting with textiles in the late seventies, Reliance pursued a strategy of backward vertical
integration - in polyester, fiber intermediates, plastics, petrochemicals, petroleum refining and oil
and gas exploration and production - to be fully integrated along the materials and energy value
The Group's activities span exploration and production of oil and gas,
petroleum refining and marketing, petrochemicals (polyester, fiber intermediates, plastics and
chemicals), textiles and retail. Reliance enjoys global leadership in its businesses; The Group
exports products in excess of USD 15 billion to more than 100 countries in the world. There are
more than 25,000 employees on the rolls of Group Companies. Major Group Companies are
Reliance Industries Limited (including main subsidiaries Reliance Petroleum Limited and Reliance
Retail limited) and Reliance Industrial Infrastructure Limited.
2.1. Founder profile: -
quot;Growth has no limit at Reliance. I keep revising my vision. Only when you can dream it, you
can do it.quot;
Dhirubhai H. Ambani
Founder Chairman Reliance Group
December 28, 1932 - July 6, 2002
Dhirubhai Ambani founded Reliance as a textile company and led its evolution as a global leader
in the materials and energy value chain businesses.
2.2. Reliance Retail Limited: -
Reliance is gearing up to revolutionize the retailing industry in India. Towards this end, Reliance is
aggressively working on introducing a pan-India network of retail outlets in multiple formats.
A world class shopping environment , state of art
technology, a seamless supply chain infrastructure , a host of
unique value-added services and above all, unmatched customer
experience, is what this initiative is all about.
initiative of Reliance will be without a parallel in size and spread
and make India proud. Ensuring better returns to Indian farmers
and manufacturers and greater value for the Indian consumer, both
in quality and quantity will be an integral feature of this project. By
Creating value at all levels, wewill actively endeavor to contribute to
The project will boast of a seamless supply chain infrastructure, unprecedented even by world
standards. Through multiple formats and a wide range of categories, Reliance is aiming to touch
almost every Indian customer and supplier.
3.0. Promotional Mix: - Promotion includes marketing activities used to inform, persuade and
remind the target market of an organization. Its product, services and other activities can help
a firm justify its existence and maintain positive and healthy relationships with various groups
in the marketing environment. Marketing mix is a major concept in modern marketing and
includes that the marketer uses to create a blend that would influence the demand for its
product and services. It is a set of controllable, tactical marketing tools that the firms use to
achieve its objectives in the target market.
Retailers usually employ a combination of various elements of promotion mix
to achieve promotional and business objectives. The degree and the nature of usage of each of the
retail firm, product, market profile and availability of resources. For example it depends on the
nature of a firm like a chain or individual, its product type (Fashion, FMCG, Home Furnishing etc)
or the profile of the target market.
In this part of promotional mix only the
communication mix is taken into consideration. “Communication mix is a mean by which firm
attempts to inform, persuade, and remind consumers – directly or indirectly- about the products
and brands that they sell”. In a sense, marketing communication represents the ‘voice’ ofthe brand
and are a means by which it can establish a dialogue and build relationships with consumers.
First discuss the whole communication process models with reference to reliance fresh.
The communication process (Macro model of communication) involves two elements represents
the major parties in a communication- Sender and Receiver while the other two represents the
communication tools- Message and Media.
SENDER Encoding Decoding RECEIVER
Figure: Elements in communication process
3.1. Sender: Here sender is Reliance fresh; it encodes the information regarding the promotions
and offers for its potential customers. The tools of communication are discussed further.
3.2. Message: The six major communication tools (Message) used in the ‘Reliancefresh’ are as
1. Advertising: Any paid form of non-personal presentation and promotion of ideas, goods,
or services by an identified sponsor. The advertising part at Reliance fresh is done with the
help of print and broadcast ads, packaging outer, catalogue, directories, billboards, symbols
and logos and audio materials.
Print or broadcast ads With the help of National Newspapers and Local
Packaging outer Providing carry bags including brand name and logo.
Catalogue Distribution of catalogue through newspapers and to the
customers inside the store.
Directories Advertisements in Tata yellow pages,MTNL telephone
directory and through Just Dial.
Billboards Billboards outside the store.
Audio Material Audio material inside the store including the latest
promotions and offers.
Point-of-Purchase Displays Point- of- Purchase displays are used at reliance fresh to
communicate the benefits of a products.
2. Sales Promotions: a variety of short term incentives to encourage trail or purchase of a
product or service. The sales promotion at Reliance fresh includes premiums and gifts,
Sampling, rebates, Offers like BOGO and BXGY etc.
Premium and Gifts Premiums in the form of ‘Bill Busters’ on the purchase of
a fixed amount every week.
E.G. Pickle Set (set of 4) is free with the purchase of
Sampling Distribution of samples of test merchandise in the store
and with certain products.
E.G. free samples of “Pick” pickle was distributed which
was test merchandise.
Rebates Discount on MRP of certain products.
Offers: BOGO Buy One Get One
BXGY Buy X and Get Y
3. Events / Experiences: company –sponsored activities and programs designed to create
daily or special brand-related interacti ns. The event at LM365 includes festivals, store
Social Event I. Tie-up with the ‘Mosquitoes awareness
programme” launched by ‘ALLOUT’; making
people aware about the diseases like Dengue,
Chikangunia and Malaria.
II. Tie-Up with ‘Colgate’ for their “Oral Health
Month, October 2008” having mission- zero tooth
Store tour Reliance fresh facilitate a store tour to the students of
Play school in nearby society which makes easier the
Learning process of students with a fun and a practical
exposure and on the other hand associat ng children’s
with Reliance fresh.
Pictures: Students of Venkatesh International School at Reliance Fresh
4. Public relation and publicity: a variety of programs designed to promote or protect a
company’s image or its individual product. The public relations at LM365 include
charitable donations, Seminars and camp.
Camps Free pollution checkup camp on earth day.
Publications Reliance publishes a magazine known as
‘Money Life’ which provides details
regarding the investment and market status.
5. Personal Selling: Face-to-face interaction with the one or more prospective purchases for
the purpose of making presentations, answering questions, and procuring orders. There are
no such practices done at Reliance fresh.
6. Direct Marketing: use of mail, telephone, fax, e-mail, or internet to communicate directly
with or solicit response or dialogue from specific customers and prospects. This platform is
used to inform the “Reliance one” members (a loyalty programme) through e-mails,
Telephones and SMS. Through this the information regarding the lates offers, events are
being communicated to the customers.
3.3. Media Selection: The media vehicles used by reliance fresh are as follows:
The media vehicles used by reliance freshfor promotion is only ‘Newspaper’. The PAN India
promotions are communicated through the newspapers (corporate level) and the regional level is
communicated with the brochures inserted in the news papers. During the Diwali period the PAN
India promotion are encoded through the newspapers in Jodhpur (Rajasthan) but not in Delhi and
3.3.1. Newspaper: Reliance fresh uses Newspaper as an effective media vehicle. It uses
newspaper for national and regional advertisement. The details regarding the use of
newspaper as a media vehicle is as follows:
188.8.131.52.Size used: For Corporate level communication the full both side page of some newspapers
like “Dainik Bhaskar” (in Rajasthan) are used and for Regional level communication
insertion are used with the help of tie-ups with the local newspaper hawker.The copy of
Newspaper advertisement and insertion is attached with the report.
184.108.40.206.Media Scheduling: The insertions of weekly promotions are distributed on Friday along
with the newspapers. The reason behind selecting Friday as a day for reaching the
customers is that maximum customers do their bulk purchases during weekends and
making them aware regarding the promotions before the weekend i.e. Friday is used.
3.3.2. In-Store: Reliance fresh uses media for in-store communication. The in-store level of
communication is done throu following modes:
220.127.116.11. Point-of-Purchase: The point of purchase is used to communicate the promotions with
the help of ‘Shelf-Talkers’. Shelf-Talker is a mode of communication at the shelf wherethe
product is displayed.
18.104.22.168. Danglers: Danglers are the sinages which are hanged through the ceiling of the store
communicating regarding thepromotions and offers. A copy of danglers used in Reliance
fresh during the period of study is attached with the report.
22.214.171.124. Audio Material: all the promotions are communicated to all the visiting customers
through audio system installed in the store. Every store receives a audio file which contains
all the details regarding the latest promotions and offers.
126.96.36.199. Leaflets: leaflets are distributed to every customer entering the store for the current
promotions and for the forthcoming promotions as well.
188.8.131.52.C.C.A (Customer Care Associates): Customer Care Associate the sales force inside the
store is also a vehicle for communication.
3.4. Decoding: Decoding is a process in which the targeted customerconverts the encoded
message by the sender as per it need. Here the encoder is Reliance fresh and the decoder is a
customer. The customer decodes the message as per its need and wants. The customer
analyzes and decodes the message as per his/her need or demand and goes for the next step
of Response. The response can be negative and positive. If the response is positive than the
customer goes for a purchase from Reliance fresh and if the response is negative than the
customer will not go for purchase.
3.5. Response: the response shown by the customer is fully dependent on the meeting of
customers need and demand with the communication. If the message is compatible with the
need of the customer than the customer will show a positive response in the form of purchase
and if it is not compatible than no response from customer.
3.6. Feedback: Feedback is the end of every communication and can be the beginning of other
communication. A feedback is taken from the customers visiting the store. There is a
feedback form which is provided to every store of Reliance fresh from the management
which is helpful in developing the next promotional programme. This feedback form is not
taken in consideration by the store staff. The feedback form used in Reliance fresh is attached
with this report.
4.0. Brand Identity: In this part of brand identity the outer core level is taken in
consideration. The major levels are as follows:
4.1. Design: the design of the brand reflects which it want to communicate to its customers. In
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.
4.2. Logo/Symbol: The logo of Reliance fresh includes a leaf structure which represents
4.3. Brand name: The brand name consists of two parts one is ‘Reliance’ which means the name
of parent company ‘Reliance Industries Limited and secondly t e “Fresh” means ‘provides
5.0. Integrated marketing communication (IMC): - a concept of marketing
communication planning that recognizes the added value of a comprehensive plan that
evaluates the strategic roles of a variety of communication discipline and combines these
disciplines to provide clarity, consistency and maximum communication impact. In short
combine the disciplines to provide clarity, consistency and maximum communication impact.
The main reasons behind the growth in importance of IMC tools are shift from media
advertising to other forms of marketing communication, rapid growth of database marketing,
and increasing importance of branding.
The POP displays ALLOUT event Danglers in-store
Diwali Special Colgate event
5.1. IMC programme situation analysis: The situation analysis of IMC programme includes the
external factors which includes the environment analysis and competitive analysis.
The study of environmental analysis is done by endeavoring on
the technological, demographic, Socio/Cultural and economic aspects and they are as
Increase in the number of media Growth in the per capita income and
vehicles. spending power of Indian consumers.
Rapid growth of internet. Increase in the number of working
Technology became a part of life e.g. women.
Increase in the no. of television users, Increase in the number of nuclear
user of internet. families.
Affected by celebrity endorsement. Consumer forum restriction.
Visible is more admired. Opposition of ads by community’s e.g.
Increase in the number of male fair and lovely commercial.
Touch and feel factor before purchase is
Increase in the number of advertisement agencies.
Advertisement is considered to be the most important part of business.
Competitors IMC situation analysis includes the areas like direct or indirect competition, position
relatives to competitors, and size of competitors advertising, promotional budget and IMC
strategies used by competitors.
Direct competitors Indirect competitors
Reliance fresh is facing direct Indirect competition from Safal by
competition from LM365. Mother Dairy, local Kirana stores, Push-
Size of Competitors promotional budget IMC strategies used by the competitors
The promotional budget is low in case IMC of LM365 is having an advantage
of local players, Mother dairy and of their communication programmeand
Reliance fresh. thus helps in greater penetration.
Rest of the IMC strategies is similar as
compared to LM365.
5.2. Push V/s Pull Strategies: Push strategies which are provided by the retailers to the
customers and whereas the pull strategies are the demand of customers. Talking about the
push and pull strategies of LM 365 are as follows in the matrix:
Point of sale displays. Coupons
Special Displays. Samples
Dealers Premium, Gifts. Premium and gifts
Advertising materials. Refunds/Rebates
Catalogs and brochure. POP advertisement.
6.0. The communication gap: Every communication programmehas a level of gap in it. The
same was observed in case of Reliance fresh. The gap is found in many areas:
The Customer Care Associates were unaware about the promotions.
The whole duty of promotions is performed by only one person known as ‘Promo
Champ in the store’. Hence, reduces awareness among the whole staff.
Displayed promotions are not accepted by the EPOS (Electronic Point of Sale).
These above listed gaps somehow making the promotional communication of
Reliance fresh a failure to some extent. So, Reliance fresh needs to overcome above listed gap
to have a effective promotional communication.
7.0. Conclusion: After analyzing all the aspects of promotions at Reliance fresh I
concluded that the communication mix used is more effective and penetrating.
Reliance fresh is able to attract customer’s attention and earn targets. The area
where Reliance fresh needs to focus is the gap factor in communication programme
which can make its promotional programme more effective and efficient. At the
end congratulations and all the best to whole reliance fresh team for doing such a