1. Index:
y Company profile
y Vision, mission and objectives
y Marketing strategies plans and tactics
y Product range
y Market segmentation
y Target market
y Positioning
y SWOT analysis
y PEST analysis
y 4 P¶s of marketing
y CRM and CPM at Reliance fresh
y Innovative approaches and new age marketing
y Recommendations and suggestions

2. I have been given an assignment to develop various marketing aspects of a
company on my own which is not more than 5 yrs old therefore the company I
have selected is Reliance Fresh which was incorporated on 30th Oct 2006
Reliance fresh
Company overview:
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 2±3 km.
Reliance Fresh was the first foray into retailing by the $25 billion behemoth
known as Reliance Industries Limited.
There were three basic reasons for Reliance Industries Limited (RIL) choosing foods
and vegetables for entering into retailing
First, it wanted to go after the very core of the great Indian retail
Opportunity. Food accounted for over two-thirds of the $200 billion Indian
Retail market and yet, it had seen hardly any penetration by modern retail so far.
Second, its aim was to build a high-profitability business and food was perhaps
The best place to start.
Third, the grossly inefficient food supply chain provided a well resourced and well
managed organization like RIL with an opportunity to think of amending the flaws which
would also make business sense. In the traditional supply chain in India, there were
several intermediaries, who added their respective profit margin to the cost
Besides, there was huge wastage in transit. This offered potential for savings and profits
and Reliance Fresh was a
Step in that direction.
Reliance fresh was founded on 30th October 2006 having its head quarter in Mumbai.

3. Vision:
vision to generate inclusive growth and prosperity for farmers, vendor partners, small
shopkeepers and consumers, Reliance Fresh, a subsidiary of RIL, was set up to lead
Reliance Group¶s foray into organized retail.
Since its inception in 2006, Reliance Fresh has grown into an organization that caters to
millions of customers, thousands of farmers and vendors. Based on its core growth
strategy of backward integration, Reliance fresh has made rapid progress towards
building an entire value chain starting from the farmers to the end consumers.
Mission:
Its mission is to delight the customers every visit. Reliance fresh will continue to provide
unprecedented value to customers across all its formats and stores. Its mission is to
grow through value creation.
Objectives:
y To get a sense of how well the company is serving customers.
y To identify problem areas.
y Offer unmatched affordability, quality, convenience, service and choice
y Offer our customers the widest range of fruit and vegetables at the best prices in
the neighborhood
y Offer consistent high quality, unbeatable freshness and great service so that our
Customers know that we can be trusted every day.
y To utilize customer feedback and provide the company with the tools
That is customized to measure and meet the specific customer perceptions
And needs.
y The chief objective of Reliance Fresh stores is to provide customers first-rate
household products at affordable rates.
y At the same time, the company spares no effort to safeguard the interest of the
farmers and manufacturers.
y The producers get a chance to sell their products directly to the merchandiser,
and that too at the best price.

4. Marketing Strategies plans and tactics:
According to me the marketing strategies and tactics that they should use are the
following:
Use the Internet
y With the Internet increasing in popularity all the time, it is extremely important to
use Internet marketing as a way to improve market share.
y In order to improve your access to customers, they can create a web site where
customers can view their merchandise and possibly buy products online.
y Selling their products online is a great way of expanding their business without
having to spend lots of money on new premises or retail locations.
y However, if Reliance fresh does not want to develop online business, they can
still advertise their business online.
y Effective marketing strategy should use all mediums available to improve
business exposure, and with online advertising a low cost and effective medium it
makes sense to take advantage of the opportunity.
Offer a promotion:
y Retail business is extremely competitive, and so even the smallest of promotions
can give you an edge over your competitors.
y Reliance Fresh strategy should be to come up with regular and innovative
promotions to entice customers into the store.
y These promotions can range from offering a free gift with certain products to a
competition entry when certain items are purchased.
y If they keep their marketing strategy fresh with new promotions then they will
definitely remain competitive and will attract customers to their products
Signage and storefront are important:
y Although they can use plenty of complex marketing strategy techniques to attract
customers, nothing is simpler and more effective than having a bold and effective
storefront and signage.
y If they have a shop window, then they can keep the displays up to date and
imaginative.
y They can change the display each season and alter their sign every few years to
keep things looking good.

5. y They have to make sure that their sign can be seen from as far a distance as
possible. Sometimes, the simplest marketing strategies are the best, and keeping
your store bright and attractive is one such method.
Ask customers what they want:
y Their marketing strategy ideas might be great, but if they really want to improve
their business then you need to ask the people that matter most - the customers.
y Effective marketing strategy should always begin by asking customers what sort
of products, services and promotions they want.
y This will give them a better idea of how to market their products and improve
your customer base.
y f there is one thing they should learn about effective business strategy, it is to
listen to their loyal customers and then cater to their needs through effective
marketing strategy.
Integrated Marketing Communications (IMC):
y They should coordinate and integrate all marketing communication tools,
avenues, functions and sources within the company into a seamless program
that maximizes the impact on consumers and other end users at a minimal cost
Direct marketing:
y They should advertise in such a manner that it reaches its audience without
using traditional formal channels of advertising, such as TV, newspapers or
radio.
y They should communicate the business straight to the consumer with advertising
techniques such as fliers, catalogue distribution, promotional letters, and street
advertising.
Advertising:
y Reliance fresh should advertise their brand which will persuade the customer to
purchase the products, ideas, or services. .
y Advertising Reliance fresh will also serve to communicate an idea to a large
number of people in an attempt to convince them to take a but the product or
service.
y Commercial advertising will seek to generate increased consumption of their
products or services through branding, which involves the repetition of an image
or product name in an effort to associate related qualities with the brand in the
minds of consumers.

6. y Advertising should e done of various forms like Television Advertising, Radio
Advertising, Print Advertising, Billboard Advertising, In-Store Advertising, Word of
Mouth Advertising, Endorsements.
Farm to fork:
y Reliance fresh is on its way on adopting Farm-to-fork. it refers to, food safety in
the field, the stages of the production of food: harvesting, storage, processing,
packaging, sales, and consumption.
y Farm-to-Fork also refers to a movement concerned with producing food locally
and delivering that food to local consumers which is done by reliance.
y Linked to the local food movement, the movement is promoted by some in the
agriculture, food service, and restaurant communities.
y Reliance procures directly from the farmers infact it also helps the farmers
financially in harvesting the crops and directly purchases from them after they are
done thereby reducing the cost of the middleman and hence providing goods at a
subsidized rates to the consumer without compromising on the quality
.Product Range:
Vegetables and Fruits: This is the specialty of the store as they provide fresh fruits and
vegetables and a lower rate than the market price.
Household items: In the store one will get all the household items required sometimes
they maybe of a slight higher price but reliance fresh assure quality of these items.
Food and Beverages: In this area of product line reliance fresh stocks all the premium
brand of food, and beverages it also sells its own brand of food and beverages in their
stores and also supplies their private label to other retail stores.
Groceries: In this sector reliance fresh is promoting its private label as they are
promoting their own brand and they do the packaging of the product and then labels it
privately and then sells it at a premium as compared to the loose items.
Dairy products: The dairy products in some location are procured from the farmers
themselves and at some places it is procured by the manufacturer. One can get variety
of dairy products in these stores.
Refrigerated products: This product line is dominated by the brands available in the
market and very less private labeling is done.
Non- Food items: Here we get many petty non food items at a premium than market
price.

7. Market Segmentation:
Market segmentation is the process of dividing the market into different segments
according to the tastes and preference of the consumers. There mainly 4 important
bases of market segmentation they are:
y Psychographic segmentation
y Behavioral segmentation
y Geographic segmentation
y Demographic segmentation
1) Psychographic segmentation:
Here the buyers can be divided into groups on the basis of the life style or personality or
values
2) Behavioral segmentation:
Here the buyers can be divided into different groups on the basis of their knowledge of,
attitude towards, use of, or response to a product.
3) Geographical segmentation:
Here the markets are divided into different geographical units as such nations, states,
territories etc,
4) Demographic segmentation:
The market is divided into segments based on the variables such as age, family size,
sex, religion, race, generation and social groups
Reliance fresh should segment the customer on the following basis:
y They should identify their strengths, from talking to your customers. Focus on
these strengths ± instead of diversifying into new markets when the existing one
matures
y They should identify what their customers¶ different needs, wants and motivations
are and how the market segments itself.
y They should not try to please everyone ± decide which segments to please make
your own (and which to ignore), then differentiate to target that market.
y They should not over-value data. Descriptive data is useful to target Needs-
based segments, but it does not equal good Segmentation on its own.
y They should try to identify needs and wants of their customers may not know
they have. This will help them to innovate in the future.
y Customers want value not cheapness. µLatent need¶ often masquerades as
demand for the cheapest price.

8. Target market:
Target Markets: Although retailers normally aim at the mass market, a growing number
are engaging in marketing research and market segmentation, because they are finding
it increasingly difficult to satisfy everyone. Through a careful definition of target markets,
retailers can use their resources and capabilities to position themselves more effectively
and achieve differential advantage. The tremendous growth in number of speciality
stores in recent years is largely due to their ability to define precisely the type of
customers, they want to serve.
y In order to generate revenue reliance fresh should target house makers since
they are the one purchase the goods for the house so they will be the frequent
visitor also
y Older shoppers and Generation X consumers hold the key to survival for stores
like reliance fresh and independent outlets, says a research
y A new survey points out the two groups are natural markets for small operations
to target in order to survive an increasingly competitive industry
y In order to survive the price competition from the mega giants in the retail
business, Reliance fresh must stress target marketing and customer service.
y Reliance fresh should target older shoppers and Generation X consumers
because these people are looking for particular conveniences when they shop.
y Generation X consumers and house makers are a key market because they seek
many of the same conveniences, plus take-home food and 24-hour service
y In stressing customer service, Reliance fresh should position themselves in the
communities and neighborhoods as the customer service leader in the market
y Stores should continuously track the customer service perception.

9. Positioning:
y Merchandise Management: The objective here is to identify the merchandise
that customers want, and make it available at the right price, in the right place at
the right time. Merchandise Management includes (i) merchandise planning (ii)
merchandise purchase, and (iii) merchandise control. Merchandise planning deals
with decisions relating to the breadth and depth of the mix, needed to satisfy
target customers to achieve the retailers return on investment. This involves sales
forecasting, inventory requirements, decisions regarding gross margins and mark
ups etc.
y Store Image: A store image is the mental picture, or personality of the store, a
retailer likes to project to customers. Image is affected by advertising, services;
store layout, personnel, as well as the quality, depth and breadth of merchandise.
Customers tend to shop in stores that fit their images of themselves.
y Store Personnel: Sales personnel at a retail store can help build customer loyalty
and store image. A major complaint in many lanes of retailing is the poor attitude
of a salesperson. There is a growing trend now, to provide training to, these sales
clerks to convert them from order takers to effective sales associates.
y Store Design: A store's exterior and interior design affect its image and profit
potential. The exterior should be attractive and inviting and should blend with the
store's general surroundings.. Merchandise display is equally important. An
effective layout guides the customer though the various sections in the store and
facilitates purchase.
y Promotion: retail promotion includes all communication from retailers to
consumers and between sales people and customers. The objective is to build the
stores image, promote customer traffic, and sell specific products. It includes both,
personal and non personal promotion. The media used are TV, Radio,
Newspapers, Outdoor displays and direct mail, other forms of promotion include,
displays, special sales, give always and contests etc.
y Credits & Collections: Retailers are generally wary of providing credit, because
of additional costs-financing accounts receivables, processing forms and bad
debts etc. But many customers prefer some form of credit while purchasing.

10. SWOT Analysis:
Strengths:
y Reliance is the first into enter into this unorganized sector of vegetables and
fruits. According to them its intentions to have100% farm fresh foods in their new
retail stores.
y over 60 per cent of the floor space has been dedicated to fresh fruits and
vegetables, the rest to other food products like staples, spices, bakery, etc
y Most of the staples are under its own private label brand ² µReliance Select¶. .
y Reliance does contract framing which is beneficial to them
y Reliance fresh has a network of 1600 channels in the villages from where dey
directly purchases the vegetables and fruits.
y Also Reliance fresh has a strong financial back up
y Huge promotional activities undertaken to ensure enough footfall
y Infrastructure
y Ambience of the Reliance fresh is not like the hypermarket in West, which follows
liner layout. It is not only about ,AC ambience to create a ³ no hassle ³shopping
experience but also designed in a way that it provides a traditional bazaar like
environment, where the most Indian feel comfortable.
y The customers trust retail chains with quality of the product. They feel food products
of Reliance fresh will have no adulteration. This quality is not assured in a kirana
store.
y High Brand Equity
Weakness:
y There is poor inventory control is not properly managed by the staff
y The staff needs to be more qualified and more aware bout the products available
in the store
y There is no parking area provided by reliance fresh for customers to park their
vehicles
y Staff takes more time in billing
y Fruits and vegetables are not always fresh
y Store unable to meet the growing consumer demand. General Perception of
consumer.
y Depend on distribution channel of Brands for products like FMCG.
y Lack of strong supply chain like other big player
y Perception among consumers

11. Opportunities:
y Reliance wants to build a high-profitability business and food is, perhaps, the
best venture to start. That is because the Indian food supply chain is grossly
inefficient.
y There are several intermediaries, each of whom adds his own profit margin to the
cost. Besides, there is huge wastage in transit. This offers potential for savings
and profits. .
y The supply chain already has been backed by few hundred farmers the number
is estimated to touch million in next five years. The main aim of the reliance is to
eliminate the intermediaries in the sector and reduce the cost.
y Early Entry in Indian Retail
y Organized retail
y Evolving consumer preferences
y Targeting area more prone to developments
y Global Expansion
y In-Store Experience improvements
Threats:
y This model is engineered to clock a faster turnover of inventory ² Reliance
expects consumers to visit the store at least twice a week for their top-up
groceries. Each store will have an investment of Rs 50 lakh to Rs 60 lakh.
y Unlike global retailers who operate on thin margins, Reliance Retail is looking at
a fairly high-margin business model.
y They also have a threat from the existing supermarkets which provides all the
services to its customers. For Example Big bazaar and Sahakari bhandar also
provides food and beverages with other personal care products.
y These convince are not existed in the present Reliance retail stores. and also
operation cost of these retail stores is too high.
y Government policies like complex sales and excise policies.
y Unorganized retail.
y Burgeoning real estate prices which leads to high rentals.
y Economic Conditions
y Lowering Margins

12. PEST ANALYSIS:
Political and Legal Factors:
y A stable government at the centre will facilitate speedy economic recovery and
create an encouraging investment climate
y Problems of getting subsidy from Octrai and on different taxes like land, water
taxes
y Problems of taking over properties and real estate
Economical:
y India, one of the fastest growing economies(6-6.5% GDP growth rate)
y Retail Industry to grow to 300 billion by 2010
y Increase in the percentage contribution of the service sector to GDP
y Increase in the investment on IT with focus on cost minimization
Socio-Cultural Factors:
y Increase in Nuclear families
y People prefer to shop in local stores with the reasonable prices
y Increase in working women¶s proposition
y Life style changes
y Shift in Product and service preferences
y Increase in Young population
Technological:
y Technological development for fast billing and the service
y Better applications of information technology in the modern retail industry, like in
supply chain management, store management, point of sale and customer
relationship management

13. 4Ps OF MARKETING
"Marketing" is the promotion of products, especially advertising and branding. Marketing
practice tends to be seen as a creative industry, which includes advertising, distribution
and selling.
Marketing mix is a deciding factor in formulating marketing techniques for the success of a
particular brand, commodity or company. The components of marketing mix are:
y Product
y Price
y Promotion
y Place
PRODUCT:
y Reliance fresh offers the maximum variety for each category of product.
y The product is the same in every store in the city but the brand options are more in
Reliance fresh.
y Also, the quantity for each product is not limited to large packs only. The
commodities sold by the retail chain also includes its ³own products´ (Private
Labels) which get a ready distribution network.
y Diverse merchandise
y Customized
PRICE:
y Price is the critical point in a competitive industry. Reliance fresh works on a low
cost model.
y It considers its discounted price as its USP
y There is an average discount of 7-8% on all items in respect to their MRP.
y Prices of products are low because it is able to secure stock directly from the
manufacturer.
y There are huge synergies in terms of bulk purchasing, central warehousing and
transportation. These all factors help this retailer to keep low prices.
y Low margin, High sales volumes
y Centralized sourcing
y Discount pricing
y Value pricing
y Promotional pricing-Psychological discounting
-Special event pricing

14. PLACE:
y Place means the location of the business. Reliance fresh has always worked on
low-cost locations.
y It targets semi-urban population with its placement. Its strategy is to find a cheap
location and it never goes for hot spots in the city.
y It relied on promotional activities to make up for unattractive locations.
y Initially identifies future/potential development areas
y Acquires such areas at an early phase before the real estate value booms
y Designed to look crowded
y All the cities across India have at least one outlet
PROMOTION:
y Reliance fresh has promotion budgets. The biggest idea behind all advertisements
is to make people do bulk shopping.
y There are promotional strategies of Reliance fresh. One is the holistic
advertisement which promotes the brand and creates awareness among people.
y It is not targeted at promoting each store but only creates an image of Reliance
fresh as low-cost shopping option.
y Other type of promotion is the particular store oriented promotion which includes
speaking on the loudspeaker in nearby blocks.
y Leaflets are given in local newspaper. There are promotional efforts even inside the
store. Buy 2 Get 1 Free types of promotions are very common. Original prices are
cut down and new prices are shown, of which customer takes quick notice.
y There are loyalty schemes which reward regular clients. Promotion is also done
through making membership cards for Reliance fresh customers.

15. CRM at Reliance fresh:
Customer relationship management (CRM) is a widely-implemented strategy for
managing a company¶s interactions with customers, clients and sales prospects. It
involves using technology to organize, automate, and synchronize business processes²
principally sales activities, but also those for marketing, customer service, and technical
support.
y Customer Relationship Management In reliance fresh stores the employees are
there are always ready to help the customers.
y Employees are there to make customer feel comfortable in product handling. If any
customer is having any problem in finding any product the employees come before
hand to help the product
y They always stand in a distance from the customers and look forward if they can
help the customers.
y They also help the customers by accepting returns from customer if the case is
authentic.
y They also arrange every product after being de-arranged by the customers for the
easy of next customers
CEM at Reliance fresh:
Customer experience management (CEM) is "the process of strategically managing a
customer's entire experience with a product or a company". Relationship marketing,
focuses on establishing and building a long term relationship between a company and a
customer
Tools and techniques:
Customer feedback
y Reliance fresh conduct periodic customer satisfaction research to assess the
opinions and experiences of their customer base.While this information can be
useful, it tends to be very broad in scope, offering little practical information to the
front-line.
y Feedback is in the form of feedback form in which there is follow up n reliance fresh
tries and improve it
y Feedback is also done through personally asking the customer about their shopping
experience in the store. This is a quick process

16. Incentives:
y Reliance fresh provides rich metrics for rewarding managers and service staff at
all levels of the organization.
y The motivational power of Reliance fresh lies in the fact that the metrics it
generates are relevant, easy to understand, frequently reported, and fair.
Because the data are continuously viewable, managers and employees know
precisely where they stand - there is no surprise at the end of bonus periods..
y At the employee level, rewards are associated even more closely with day-to-day
achievement.
y The same reporting tool that displays the results of customer feedback,
monitoring and auditing can also display "points" earned, and allow employee to
redeem those points for merchandise, cash or other relevant rewards.
y The return on investment in such systems tends to be high, as the behaviors and
skills rewarded are directly aligned with customer retention, purchasing levels,
word-of-mouth advertising and other profit-building activities
Need for Innovative Approaches and New age marketing:
In order to achieve the ambitious growth plans that many of the retailers have set for
themselves, innovations in approach would need to be undertaken on several fronts.
Several of these aspects for reliance fresh are discussed here.
Initiatives in Supply Chain Management
y Boosting their supply chain infrastructure and logistics support is going to be
critical to the operation of retailers Supply chain, which has been a fragmented
area, requires restructuring and consolidation.
y Reliance fresh will also be competing with retailers abroad who are buying from
India.
y This kind of competition would give the Indian companies a better chance,
because knowing the typical mind-set they can implement the correct marketing
strategies and the time advantage they have now should be used wisely to
benefit from the ³First Mover Advantage´.
y Since supply chain infrastructure plays an important part in delivering cost
efficiencies and maintaining quality, about 20%-25% of the proposed investments
are estimated to go towards it.
y A recent World Bank report on India¶s fruit and vegetable trade mentions that
India produces 11% of world¶s vegetables and 15% of fruits at 53.63% of global
prices, but its share in global fruit and vegetable trade is 1.7% and 0.5%
respectively.
y This mismatch can be corrected with the help of better infrastructure and
optimum scale of operations. It will reduce both cost and time delays in the
supply chain and cut down on wastage. Retail entering into the area of contract
farming and developing, owning and managing parts of the logistics chain are
other options to be considered.

17. Localization of Merchandise Variety and Assortment
y It will be necessary for Reliance to adapt their merchandise options to Indian
consumer needs and buying habits
y For example, Reliance fresh outlets in Hyderabad are selling puja flowers such
as jasmine and chrysanthemums for these are item that the Indian housewife
may be used to picking from the local vendor.
y Vegetable staples like potatoes and onions are being made available in three
quality grades to suit. For all kinds of customers to be catered to, a range of
quality, especially in the case of price sensitive categories like grocery, food
items etc. needs to be stocked to serve all wallet sizes..
y Region-wise differences are found in the purchase requirement of customers
stemming from differences in eating habits, dressing traditions, kind of climate,
culture, religion, festival etc. Reliance needs to take cognizance of such factors.
so as to be able to keep relevant stock. It can be an important factor in the
success /failure of a store
Multiple Formats
Reliance can combine their retail concept with a direct-to-consumer approach by selling
through catalogues, internet, and mobile phones & television.
24 Hour Shops
For certain category of products such shops can go a long way in serving the
customers. They may not mind paying little extra for this convenience.
Cluster Bombing- Getting Really Close to the Customer
y Food items such as fruits, vegetables and groceries need to be available at
outlets close to customer.
y The Indian consumer prefers to buy vegetables & fruits on a daily basis & cannot
be expected to travel long distances for the same everyday.
y Reliance is following a strategy of identifying properties close to places, which
being frequented by customers and trying to cover maximum possible locations.
As per their strategy several stores are opened in a single day itself. The key
word is aggressiveness in covering market
Home Delivery
y The majority of organized retailers in the country today offer doorstep delivery
only as value-added service and does not focus on it to build their business.
y Neighborhood stores have been quick to drive home the advantage. The kirana
store¶s Chottu runs much faster, and the minimum order can be as low as Rs 10.
y Reliance should start free home delivery within a certain radius it will help in
increasing sales.

18. Designing of Retail Stores
y In the present scenario, attention & investment is due for this dimension of retail
stores.
Store layout definitely affects customer circulation in the store, time spent in the
store, items in the purchase basket and customer mind-set of coming back for
pleasant experience.
y Store designing needs to look into merchandise presentation that is convenient
for locating and comparing the items by the customer.
y In store experience must result in the store getting an identity and a pleasant
experience for the customer. For example, the store layouts of Westside, Music
World make customers circulate throughout the store.
y Retailers can use the latest technology and best talent to design display
statements. When the costumer enters a store, he or she is in a receptive state
of mind set. It is a valuable opportunity to be utilized by retailers.
Utilizing Technology:
y Technology is going to play a key role in determining the success of Reliance
fresh.
y Reliance need to invest in technology and use it in areas such as market and
analysis, understanding consumer behavior, managing the supply chain & for
customer relationship management. As well as in managing the day-to-day
operations of the organization.

19. Recommendations and suggestion
y Reliance fresh is not able to make an advertisement properly as compare to big
bazaar or other retail store which is its competitor. so company should make a
proper team to let the people aware about their schemes and offers being given
by reliance fresh.
y Company should increase the number of counter so that it may minimize the
queue of the customers.
y Company should acquire more and more skilled people so that it may satisfy
their customer in all areas.
y Behavior and commitments of sales man towards the dry outlets should be
improved.
y Retailing through Internet & web based technologies.
y Reliance fresh needs to focus more on Customer Relationship Management
{CRM} and improved in-store assistance (Building loyal customers base and
developing a more profitable ± loyalty cycle).
y Customer Care Centre to guide and counsel about customer loyalty program.
y Training must be provided to sales personnel not only of their counters but for
other functions also. Job rotation and training will enhance their knowledge, job
profile and boost the morale of employees to effectively perform their duties and
the responsibilities.
y Stress Buster Exercises must be organized during evenings in sessions as
employees have to stand all throughout the day.
y More hoardings could be placed that could bring awareness to people (at metro
station).
y More brands should be included.
y Exchange offers must be made clear as the consumers are often not clear about
how to use them.
y Seating arrangements must be made for customers as well as for employees
also.

20. y Customers usually face problem in billing their purchased goods. Waiting in long
queues forces them to leave certain products thereby loss of sale to Reliance
fresh. So billing counters must be increased and employees at the billing should
be given training so that they could bill the products in much lesser time and the
people at the billing stations should have the information about the special offers
and the events that are being conducted at the store so that the customer inflow
can be accordingly handled.
y Care to be taken to maintain proper inventory levels and the varieties and offer
the customer what is needed rather than offering what is available
y Invest in supply chain infrastructure
y Ease distribution ± infrastructure creation
y Aggressive expansive plans in II tier cities will open up new world of opportunities
y Added on facilities like Home Delivery and to an extent credit it plays an
important role in Customer Acquisition and retention programs.
y Offer most exclusive brands under all categories

21. Marketing Project:
On Reliance Fresh
By:
Deepa Thakkar
(MBA Logistics And Supply Chain Management)
The differentiation for Reliance Fresh stores will be the consistent availability of a wide variety of
quality fruits, vegetables and dairy products. The ³farm to fork´ strategy and the shopping
experience is expected to provide competitive advantage to Reliance Fresh.