The document discusses Reliance Fresh, a supermarket chain operated by Reliance Retail in India. It outlines Reliance Fresh's supply chain model which sources produce directly from farmers through collection centers and processing stations. The supply chain aims to eliminate middlemen to reduce costs and pass savings to customers. It also covers Reliance Fresh's marketing strategy, competitors, SWOT analysis, and future plans to expand further in India and internationally.

1. RETAIL
BY
SANJEEV SINGH YADAV
ROLL NO.133565
M.TECH 1ST YEAR

2. COMPANY PROFILE
Industry: Retail
Type: Supermarket
Chairman & Managing Director: Mukesh Ambani
First Outlet: Hyderabad( Banjara Hills)
Founded: 30th October 2006
Headquarter: Mumbai

3. RIL IN RATAIL
 world bank report on india’s fruits and vegetable
trade mentions that india produce 11% of world
vegetable and 15% fruits at 53.63% in global price
but it share in global fruit and vegetable is 1.7%
and 0.5% respectively
 Lack of best supply chain in fruit and vegetables
 Food accounted for over two-thirds of the $200
billion indian retail market and yet, it had seen
hardly any penetration modren retail so far

4. INDIAN RETAIL MARKET

6. SUPPLY CHAIN OF RELIANCE FRESH

7. THE FARM TO FORK MODEL
(RELIANCE FRESH)

8. COLLECTION CENTRE
 Visual quality inspection of bulk produces
 Sorting
 Crating of acceptable bulk produce
 Weighting
 Payment to Farmer
 Storage it under cooler environment.
 Loaded it in air Conditioning vehicle and sealed
it

9. PROCESSING STATION
 Weight of arrived material and confirm with
weight which is taken at collection centre.
 Visual quality recheck of received bulk.
 Dump wastage or sell in market
 Stored(cooler or normal environment) it if
required.
 Crating of material according to requirement of
stores and dispatch it to different stores.

10. RELIANCE FRESH STORE
 Received at Store.
 Keep it for sale.
 Payment receive from people who buy that
material.
 Wastage material dumps.
 Take the customer feedback

11. SRM
 It provides fertilizers, fuel and credit for farmers
 Eliminate the middlemen by this reliance hopes
to pass saving to customer
 Open Collection centre near the farmer
 Training program for farmer about the new
method of cultivation

12. CRM AT RELIANCE FRESH
Employees welcome the customer and give
portable shopping beg
 Customer is having any problem in finding any
product they help him
 They give information about the offers
 They take feedback from the customer

13. 4P’S OF MARKETING

14. PRODUCT
Vegetables and fruits
House hold items
Food and beverages – All premiere brand +
Private label
Groceries – only private label
Dairy products

15. PRICE
Low cost model
Discount pricing
Low margin , high sales volume
Factors for low pricing
Bulk purchasing
Central warehousing
Transportation

16. PLACE
Low cost locations
Targets semi urban population
All cities in India has at least one outlet

17. PROMOTION
Discount scheme days – Saturday and Sunday
Reliance fresh membership card – Reliance One
Through media especially newspapers.
Package carry bag
Bill boards
Point of purchase displays

18. MARKET STRATEGY PLANS
Use the internet
Ask customer what they want
Direct marketing
Advertising
Offer a promotion
Signage and storefront are important

19. PUSH V/S PULL STRATEGIES

20. PUSH STRATEGY
 Point of sale displays.
 Special Displays.
 Dealers Premium, Gifts.
 Advertising materials.

21. PULL STRATEGY
 Discount
 Premium and gifts
 Refunds/Rebates
POP advertisement.

22. COMPETITORS

23. DIRECT COMPETITOR
 big bazaar
 bharti walmart
 Bharti Retail
 Hariyali Kisaan Bazaar
INDIRECT COMPETITORS
 Mother dairy
 Local vendors

24. SWOT ANALYSIS

25. STRENGTH
Experienced Management team
Forward integration
Backward Integration
Good financial position
Brand Equity

26. WEAKNESS
Very Less international market share
Week IT infrastructure
 CRM
Presence at Prime Locations

27. OPPORTUNITIES
International market in food
Growing retail market
Increasing buying power of Indian consumers
Untapped rural market potential

28. THREATS
Domestic competitors like big bazaar
Local vendors
Change in FDI norms in retail sectors
 Low Price Competition

29. FUTURE PLAN
 Retailing through internet and web based
technologies
 Focus on CRM and SRM
 Open store in rural area
 Increase the international market share
 Increase the logistics of company

30. THANK U!!!