0601091 merchandise planning for reliance industries

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0601091 merchandise planning for reliance industries

  1. 1. A Project Report on “Merchandise Planning” For “Reliance Industries Ltd.” By Kshitij Anand Under the guidance of Prof. Sharad Joshi Submitted To University Of Pune In partial fulfillment of the requirement for the award of the degree of Master of Business Administration (MBA) Through Vishwakarma Institute of Management Pune-48
  2. 2. 1 CHAPTER – I EXECUTIVE SUMMARY The project covers the various aspects & parameters considered for merchandise planning in Reliance Fresh outlets. The main idea behind the study was to learn directly from the market, what consumers demand in a particular catchment area around each Reliance Fresh Store, so as to efficiently and effectively utilize every square feet of floor area of the stores in order to cut the extra cost and increase efficiency. Although all the markets look the same, they have huge differences within them. The customer, who is considered as the king in the retail sector, decides the kind of product he wants to use and not what is offered. With increase in competition, merchandise planning is fast becoming an integral part of the retail business. The topic was chosen to bring to light the various factors pertaining to customer preferences for particular SKU’s or brands, so as to decide on the optimum product mix for each outlet independently, based on area wise competitor analysis. The study was conducted through market survey in Delhi & NCR for different kirana stores, confectionery shops, bakeries, and some organized retail stores. The project also included preparation of a list of all the products in the particular area which are stocked by most of the stores. The data was helpful for Reliance Fresh to maintain a good stock for all those products which have a high demand.
  3. 3. 2 CHAPTER – II COMPANY PROFILE “Growth has no limit at Reliance. I keep revising my vision. Only when you can dream it, you can do it." Dhirubhai H. Ambani Founder Chairman Reliance Group December 28, 1932 - July 6, 2002 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 22 billion. The flagship company, Reliance Industries Limited, is a Fortune Global 500 company and is the largest private sector company in 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, fibre intermediates, plastics, petrochemicals, petroleum refining and oil and gas exploration and production - to be fully integrated along the materials and energy value chain. The Group's activities span exploration and production of oil and gas, petroleum refining and marketing, petrochemicals (polyester, fibre intermediates, plastics and chemicals), textiles and retail.
  4. 4. 3 Reliance enjoys global leadership in its businesses, being the largest polyester yarn and fibre producer in the world and among the top five to ten producers in the world in major petrochemical products. The Group exports products in excess of USD 7 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), Indian Petrochemicals Corporation Limited and Reliance Industrial Infrastructure Limited.
  5. 5. 4 About Reliance Retail Wednesday, June 28, 2006 was when Reliance Industries finally announced its mega foray into the Retail world. Calling retailing "the next big idea" in the company's plans, Reliance chairman Mukesh Ambani said the petrochemicals giant would set up a 100 per cent owned subsidiary, Reliance Retail, to "spearhead this revolution." The company will initially infuse Rs.10,000 Crore into the retail setup and gradually increase it to Rs. 25,000 Crore. Reliance Retail would have a footprint in 1,500 cities and towns through convenience stores, supermarkets, speciality stores, and hypermarkets; and will create 10 lakh jobs. The company would partner farmers, logistics operators, small shopkeepers and traders in this initiative. Reliance could emerge as the biggest single player in India's burgeoning retail market. The spending power of its estimated 300 million strong middle class has been on the rise, making the sector increasingly attractive to domestic and foreign investors. India's retail market is estimated to be worth around $200 billion but it is still hugely fragmented, with organised retail outlets comprising just two percent of the sector. Reliance entry in this segment is set to change the dynamics in this sector. Reliance is gearing up to revolutionize the retailing industry in India. Towards this end, we are 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. The company is targeting to open 100 more Reliance Fresh stores in New Delhi alone within four months, and a 1,000 new stores in 35 cities nationwide by the end of the year with a built-up area of over 4 million sq.ft. An investment of Rs.8,000 crore is envisaged for the NCR region alone. Reliance Fresh stocks fresh fruits and vegetables, staples, fast moving consumer goods and dairy products. The stores are already selling over 1,000 tonnes of fresh produce daily and also 250 categories of commodities. The company is approaching
  6. 6. 5 farmers directly for the procurement of produce, seeking to reduce the 40% wastage that occurs through the traditional supply chain. The retail 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, we will actively endeavor to contribute to India's growth. 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.
  7. 7. 6 CHAPTER – III OBJECTIVES OF THE STUDY 1.) Identifying the present & probable competitors of Reliance Fresh. 2.) Identifying & analyzing the pattern of product mix by Reliance & its competitors, 3.) Identifying the most preferred SKU’s (Stock keeping units), area wise 4.) Identifying customer preferences for particular SKU’s or brands, nature of competition etc.
  8. 8. 7 CHAPTER – IV MERCHANDISE PLANNING "A systematic approach. It is aimed at maximising return on investment, through planning sales and inventory in order to increase profitability. It does this by maximising sales potential and minimising losses from mark - downs and stock - outs." It is a "systematic approach" in many ways. You need the systems to ensure that you have the right people, the right processes and the right computerised support. Without the people and processes you will get nowhere. The software available is merely an enabler - the final piece of a jigsaw. It is "aimed at maximising return on investment", but where is this investment made? Most obviously we are talking about a financial outlay in stock, but less evidently there is also considerable financial investment in retail space, people and corporate infrastructure. Again, whilst financial investment is the most obvious type, we should not overlook the "opportunity cost" of the investment in time that is required by planning. We achieve the goals "through planning sales and inventory". These two elements are inextricably linked and finding an optimum balance is the key to retail success. We are doing more here, though, than merely calculating a purchase quantity. We need to balance carefully the requirement to support sales with the constraints and tensions imposed by store layouts and warehousing and transportation issues. We put the effort into Merchandise Planning "in order to increase profitability". Profitability is the key driver of most businesses. Effective merchandise planning delivers margin increases directly to the bottom line. We achieve the increase in profitability "by maximising sales potential and minimising losses from mark - downs and stock - outs". There are two major areas of profit leakage in retail. Firstly lost sales resulting from lack of stock and secondly forced margin reductions due to excessive stock.
  9. 9. 8 How Does Merchandise Planning Fit Within The Business? Merchandise Planning systems should be the vehicles for tactical implementation of an integrated strategic vision. In order to be able to control the business, the directors will define the Critical Success Factors (C.S.F.s) of the business. Achievement against these will be measured using Key Performance Indicators (K.P.I.s). A K.P.I. is a measure, which, if achieved or exceeded, means, in turn, that a critical success factor is being achieved. These K.P.I.s will typically be a part of high level plans that provide strategic direction over a period of several years. In order for these high level plans to be implemented we need to turn them into functionally based plans that can in turn be translated into concrete action. There may, for example, be a C.S.F. of increasing bottom line profitability by 5%. This may be translated into the setting of K.P.I.s in several discrete areas such as Human Resources, Property Management and Merchandising. Within Merchandising this goal might result in several K.P.I.s being set relating to targets for buying-in margin, stock-holding levels and mark-down percentages. The implementation and monitoring of a plan to meet these success factors will hopefully result in the eventual purchase by a customer of a specific item in a store. If measurement of the relevant K.P.I.s indicates that the success factors are being achieved, then the plan has been successfully implemented. If not then urgent tactical action may be required. This is why a plan must be seen as a living entity and not something that is done once and discarded until the variances are discovered at the end of the selling season. Understanding this strategic framework leads us to a clearer definition of what the processes are and how they must fit in with the company's overall processes. Merchandise Planning needs to span the activities between setting long term , high level goals for sales, margin and investment for the business, right down to the allocation of space within an individual store for a defined S.K.U.. At each stage of
  10. 10. 9 the planning process the high level goals are tested and inputs from functional management enrich the detailed versions. Gaps are analysed and variances are explained or reconciled. The end result of the planning process should be a detailed set of targets (e.g. a purchase order budget) and instructions (e.g. a planogram) that can be reconciled with the original corporate targets, with any divergences being clearly explicable. These plans may be numeric (an Open to Buy) or graphical (the results of range creation collage software like that from Fashionyield, or space planning software like Spaceman) It is equally important to realise what they are NOT. Merchandise Planning is not a transactional process. Thus, setting a purchase order budget within an Open to Buy system IS merchandise planning. Creating a purchase order is not. Deciding how a certain line may be ranged and testing an allocation pattern is planning. Creating the actual allocation is not. Merchandise planning is a strategic process. As such we need to create systems that lead us seamlessly and in an integrated way from top level strategy to tactical action. In creating a holistic system it is helpful to realise that we can split the planning process into five logical sections Review Merchandise planning Range planning Assortment planning Space planning Review The review process consists of two separate activities. Firstly we carry out a Pre- Season Review of performance history to identify opportunities and problems. Secondly we "normalise" it. Normalisation is the process of looking at history and ironing out the "bumps" to make it useful as a basis for planning.
  11. 11. 10 Merchandise Planning The first element in the merchandise plan is the Strategic Plan. This is normally high level, with perhaps a five year timescale. It is used to set the critical success factors for merchandising in terms of sales, margins & stocks. Next we would create a Channel Sales Budget. This would allow us to take into account the effect of new channels, new stores, closures and refits. Once complete we would create a Category Level Margin Plan. Here we are creating a weekly version of the strategic plan at category level for sales, margins and markdowns. We are now starting to get input from the individual merchandisers, and gap analysis between these plans and the strategic plan will ensure that we stay on course. At the same level we create a Category Level Weekly Sales, Stock & Intake Plan. It is here that we create our Open to Buy, normally the first significant win in the implementation of a planning system. These category level plans create the box within which the range plan will be created Range Planning We begin here with the Assortment Plan. In this plan we break down the goals of the merchandise plan into specific lines, or sometimes SKUs. The system should be capable of extending the results so that we can see the effect on overall margin mix, for example, of a change in cost price of an item. Once the assortment plan is underway we can start Distribution Planning. The lines that we plan are here given a distribution profile. From this we should be able to see both which stores a line is ranged to, and which lines a given store will receive. The link between available physical space and ranging done here is a key determinant of merchandise performance. In the ideal world we would now create a Line Level Weekly Sales, Stock & Intake Plan This would be the category level W.S.S.I., broken down by line to provide a detailed forecast of sales and stock requirements. However, volume & time constraints means that this may be for key items only.
  12. 12. 11 At a basic level this provides us with the means to monitor and react to consumer demand. At a more sophisticated level this provides us with the hard currency that can make efficient consumer response systems function effectively. The advent of e- commerce is going to increase the value and importance of line level forecasts shared with our suppliers. There is another sort of assortment plan emerging now. This is the Graphical Range Plan. This sort of plan moves out of the purely numeric type of planning that has been used up until now and starts to allow the range to be put together in a visual way. Typically digitally stored images are manipulated into collage type storyboards. Assortment planning Implementing an effective assortment planning process may be the key to offering the right products to the right customers. The old adage, the right product, the right place, at the right time, still holds true in today's retail marketplace, but with one important change. Retailers - whether traditional, e-commerce or bricks-and-clicks - must have a compelling selection of merchandise for the right customer as well. To determine the best course of action for reaching the right customers, it is important to examine one of the most important factors that impacts the merchandising process: Assortment planning. Assortment planning - which involves asking questions such as: Which product? How much of it? What colors? What sizes? Where to place it? Who is the target customer? and so forth - although it directly affects product selection, price, timing and micro- merchandising, has traditionally been de-emphasized due to hectic retail schedules. Extinguishing delivery fires and meeting marketing and financial planning obligations use valuable time, forcing companies to take the easy approach to merchandising: repeating assortment breadth and depth from previous seasons, creating store assortments based on store volume and ranking items by sales volume alone. Yet, to attract the right customer in today's increasingly competitive environment, assortment planning must focus on creating appropriate product breadth and depth based on the customer's desires and shopping patterns, taking into account lifestyles,
  13. 13. 12 climates and trends. Furthermore, assortment planning must present a compelling mix of products to illustrate the company's strategic vision. Benefits of Effective Assortment Planning The primary benefits of effective assortment planning fall into two categories: financial impact and personal impact. * The financial impact is a result of matching product assortment with market potential, while aligning inventory to sales. This leads to increased sales, fewer mark-downs and improved margins. In turn, these factors dramatically impact profit and shareholder value. * The personal impact of effective assortment planning is improved employee morale and overall efficiency. Increased store collaboration, buying and planning groups, more complete analytical information, clearly defined roles and responsibilities, and a detailed plan of action all work together proactively for this improvement. Assortment planning breaks the Merchandise Plan down into the components that enable the planner to address customer preference and need. These components are product attributes, styles, colors, and SKUs. By addressing these components, the assortment plan becomes the transition to the customer by way of the store. In developing a good assortment plan, the retailer hopes to: Manage inventory while addressing customer need and demand Develop a complete range of merchandise for presentation Enhance and maintain the company philosophy and image Support and execute the overall merchandising strategy Integrate with other planning processes, such as merchandise allocation The assortment plan, then, provides the most effective way to balance the presentation of merchandise to the customer. The properly assorted presentation ensures enough selection without overstocking and strikes the right balance between breadth (e.g.
  14. 14. 13 number of styles) and depth (quantity of each style). In addition, the good assortment plan considers seasonality, to provide the right merchandise flow. Because assortment planning addresses the most detailed element of merchandising to the customer - the items for sale - the process is often very detailed and time consuming. Space Planning Space planning systems can be split into two types - numeric and visual. Numeric planning systems simply allow users to take account of space available and to calculate ratios like return on space. Visual systems allow users to create 3 dimensional walk-through models of the stores and to preview the look of a store once ranging decisions have been made. Factors to Consider in Product Selection Choosing a product for your retail store to sell may very well be the most difficult decision you will need to make when starting a retail business. The choices are limitless and the task may be overwhelming at first. Not only should there be a demand for your products, but it must be profitable and something you enjoy selling. Before you commit to a product or product line, consider the following factors while deciding what products to sell. Marketability Let's face it, it won't matter what products you sell if your customers aren't buying. Before considering what product to sell, determine what market you want to sell to. Once you know what kind of customer you want, then you'll be able to determine their needs. If your products only appeal greatly to some people, it may not be enough to sustain a business. Your product selection doesn't have to appeal to all of the population but it should be something you can convince a large percentage of shoppers they need.
  15. 15. 14 Profit Margin Selling big ticket items is generally more profitable, but can require more credibility to sell. When you look at the price of the product, don't forget to calculate direct and indirect costs (like overhead) of selling your goods. If you think you can sell 50 widgets a day for $1.00 each and the widget cost you $.50 each, it may look like you have a profit of $25 per day. But when you learn your overhead expenses average $20 per day, you may find your profit isn't sufficient even though sales are good. The best selling products won't ever earn any real money if your margin is too small. Consumable Choose a product with recurring sales value. A consumable item that needs to be replaced on a regular basis is one way a retailer can establish long term sales. By establishing a customer base with recurring products, customers will continue to come back to you to buy more as they use up the products. Additionally, satisfied customers are more open to recommendations for related products. What's Popular? When it comes to selecting products to sell based on what's popular, timing is extremely important. New trends and products can be a great boost to your business but you'll need to be at the beginning of the product lifecycle in order to be successful. Learning to pick a hot product before it becomes hot is a valuable skill that comes from knowing your market. Competition Competition is healthy and there are ways other than volume and price a smaller store can compete with larger retailers. On the other hand, the more unique the product, the less chance of competition.
  16. 16. 15 Private Label One way to guarantee having a truly unique product line is to make the item yourself. Another way is to partner with a small business that makes a product you would enjoy selling. Also consider private label products which will allow you to brand an item made by another person. Quality When deciding which products to sell in your store, ask yourself the following question. Is this product something I would give my dearest friend? If not, you may want to keep looking. Product quality is extremely important when your reputation is on the line. Diversity Keep your product offering simple in the beginning. If your product line is narrow and focused, then your marketing efforts can be just as tightly focused, which will bring you the best results for your marketing dollars. As your business grows, so can your product line as long as you keep new products compatible with the type of business, your location and your market. The key to having a successful business is to know your products and to believe in the merchandise that you are selling. If you do not believe in the product yourself, then you probably won't be successful at selling it. Keep brainstorming and you'll find a product or product line that meets both the needs of your target market and your own ability to locate it, purchase it and resell it.
  17. 17. 16 CHAPTER – V RESEARCH METHODOLOGY The data for this study was obtained through Primary & Secondary sources.  Primary sources include: o Direct interaction with the customers:- For knowing the purchasing habits and preferences. o Direct interaction with shopkeepers To find out the product assortment at their stores & the effect of the entry of organized retail outlets in their respective catchments on their business.  Secondary data was collected through company records.
  18. 18. 17 RESEARCH DESIGN Data collection Data for this study is obtained from Primary & Secondary sources. Primary sources include observation, market surveys and interviews. Secondary data has been collected through company records. Research Design The research conducted was both observatory and descriptive in nature. The data was collected basically through a field survey using observation. The research design employed was descriptive research, as it was most suitable. Sampling size 40-50 stores were surveyed in each catchment area. Data source Primary data The primary data was collected through observation and survey in competitor retailer stores in the segmented area prescribed by our leading manager, we carried with us the 3,500 SKU list which reliance fresh stocks along with informal interviews with the company personnel. Much of the information was collected this way. The main aim of selecting the primary source is that it is necessary to know the current relevant data and information of retailers and consumers and also to know about the changing preferences and expectations of the consumers.
  19. 19. 18 Secondary data The secondary data was collected from Reliance Industries documents especially the 3,500 SKU list and other internet resources. The secondary data was also collected with the help of News paper and Journals.
  20. 20. 19 CHAPTER – VI ANALYSIS AND FINDINGS Every week we were assigned a particular location in Delhi and NCR. We used to go the location and conduct a market survey for some 40-50 kirana stores, confectionery shops, bakeries, and some organized retail stores with the aim to find out most preferred or most sold SKUs (or brands) in those locations. The report, then, was submitted to the management which helped them plan the SKU’s to be kept in the Reliance Fresh outlets in the particular catchments. The total number of catchments covered was 8, and the products were categorized as business units under the following heads: S.No. Business Unit 1 Apparel and Luggage 2 Equipment 3 Automotive 4 Non Food 5 Food 6 Footwear 7 Furnishing and Décor 8 CDIT 9 Home 10 Lifestyle 11 Pharma Analysis & findings hereby follow:
  21. 21. 20 Location I: NIT 5, Faridabad, Haryana Market Overview: 1. Consumers range from lower middle to middle class to price conscious consumers. 2. Small stores lack proper infrastructure 3. Lack of variety in branded items and exhibit haphazard display. 4. Food category dominated by local unbranded items eg: flour, loose pulses, rice, namkeens etc. 5. Non-Food market relatively scarce 6. Lot of popular brands absent. 7. Lower price brands more popular. 8. Malls include:  Eldeco group's Station One  Mall Manhattan  Eros Group's EF3  E Square  New branded retail store coming up, adjacent to Reliance Fresh, named '6 to 11'. Customer feedback for kirana stores 1. They feel that the kirana stores are fulfilling their needs and have an edge over the retail stores as they extend credit facilities, home delivery and the customers have a long standing relationship with the consumers. 2. Kirana stores are experiencing a slight decrease in sales due to entry of the organized retail outlets.
  22. 22. 21 For Reliance Fresh 1. They like the ambience and the service provided by the personnel while shopping; in addition they were happy as they were provided the facilities of drinking water and washrooms not matched by any of the small retail stores. 2. Some people feel that most of the schemes are not very beneficial as they get almost the same amount of discount in the kirana and provisional stores. Summary of SKUs for Business Units after a survey of 42 retail shops in vicinity of Reliance Fresh, Faridabad, Delhi S.No. Business Unit No. of SKUs Not in any Reliance SKUs list 1 Non Food 225 30 2 Food 2025 307 Total 2240 337 0 500 1000 1500 2000 2500 Non-Food Food No. Of SKUs Not in any Reliance SKUs List
  23. 23. 22 List of SKU’s preferred in Faridabad, but not present in the original list of 3,500 SKU’s prepared by Reliance Retail Ltd. Food Non-Food Shri Sai Bhog Atta Ducks Waffy biscuits strawberry V-John Shaving Cream Nippo AA size battery Ajanta Baking Powder Ducks Waffy choco biscuits Hari Darshan Aggarbatti Shakti AA size Battery Jindal Blended oil Ducks waffy vanilla Madhusudan Ghee Wills classic ultra mild cigarettes Coca Cola 300ml Doaba Ghee 5kg Joe Aggarbatti Wills classic Mild cigarettes Pepsi 300ml Paras 1 ltr, mineral water Axe Deo Drainex Pipe Unblocker Thumsup Cobra Deo Super Max Shaving Blade Competitor Analysis The following stores have the largest stocking of different SKUs in foods category which present a serious competition to Reliance Retail in Faridabad Area. S.No. Store Name No. Of SKUs 1 Mangla Provision Store 470 2 Bajrang Kirana 347 3 Kataria Gen. Store 334 4 Jindal Store 330 5 Bhagat Gen. Store 309
  24. 24. 23 Mangala Provision Store Bajrang Kirana Kataria General Store Jindal Store Bhagatt Genral Store Mangala Provision Store Bajrang Kirana Kataria General Store Jindal Store Bhagatt Genral Store `
  25. 25. 24 Location II: Uttam Nagar, New Delhi Market Overview 1. Consumers range from lower middle to middle class to price conscious consumers. 2. Stores provide all essential commodities, with an emphasis on food items. They however lack proper infrastructure, and exhibit haphazard display. 3. Presence of essential commodities with emphasis on food items. 4. Small stores cover most of the popular branded food items but lack in variety. 5. Popularity of local brands in the category of namkeens and biscuits. 6. Lower price brands more popular. 7. Market was dominated by wholesale shops. 8. It was surprising to find that the dairies and bakeries stocked an assortment of kirana items. 9. Other retailing giants include Big Apple & Subhisksha Customer feedback for kirana stores 1. They feel that the kirana stores should stock the essential items, due to which customers are drawn towards the organized retail outlets. 2. Long standing relationships with customers relevant and valued. For Reliance Fresh 1. Presence of essential commodities is appreciated, 2. The ambience gives them a wholesome shopping experience. 3. More schemes should be introduced.
  26. 26. 25 Summary of SKUs for Business Units after a survey of 42 retail shops in vicinity of Reliance Fresh, Uttam Nagar, Delhi S.No. Business Unit No. of SKUs Not in any Reliance SKUs list 1 Non Food 319 46 2 Food 1942 335 Total 2261 381 0 500 1000 1500 2000 Non-Food Food No. Of SKUs Not in any Reliance SKUs List List of SKU’s preferred in Uttam Nagar, but not present in the original list of 3,500 SKU’s prepared by Reliance Retail Ltd. Food Non-Food Hathi Brand Atta Fun Flips Cycle agarbatti 20 stick Ship matches Gokul flour mills Nat-Khat Haridarshan 20 sticks aggarbati Home matches Sai brand Crax Nippo Alkaline AA Battery Vi-John Gowardhan flour mills Coca Cola 300 ml bottle Sony AA size pack of 4 Navy Cut regular Parle Poppins Harvest Gold bread Wills classic regular cigarettes Red and White Satmola Perfect bread Wills classic mild Vicco toothpaste 100gm Coffee Bite Uttam Sugar 1 kg Wills classic ultra Milds Ghadi detergent
  27. 27. 26 Vicks Modi Sugar 1 kg Raj Hans brand atta Pepsi 300 ml bottle Rose Brand Thums Up 300 ml bottle Chlormint Anmol Yummy 75 gm Hajmola Candy Jindal oil 1 litre Competitor Analysis: Following stores have the largest stocking of different SKU's in foods category which present a serious competition to Reliance retail in Uttam Nagar catchment area. S.no Store name No. of SKU's 1 Big Apple 1543 2 Subhiksha 1347 3 Saraswati 1297 4 Arora Gen. Store 1285 5 Khandelwal Store 1230 6 Aggarwal Traders 969 Subhiksha Saraswati Arora Gen StoreKhandelwal Store Aggarwal Traders Big Apple Subhiksha Saraswati Arora Gen Store Khandelwal Store Aggarwal Traders Big Apple `
  28. 28. 27 Location III Welcome, Seelampur Market Overview 1. Consumers range from lower middle to price conscious consumers. 2. Stores predominantly provide food FMCG items. They however lack proper infrastructure, and exhibit haphazard display. 3. There is a sabzi mandi closeby, which suffices the FNV demands of customers, resulting in less people coming to retail stores for food items 4. Popularity of local brands in the category of food FMCG. 5. Lack of variety in non-food FMCG products 6. Lower price brands more popular. 7. Market dominated by kirana stores. 8. Organized retail outlets scarce. Customer feedback for kirana stores  Kirana stores should stock more non-food FMCG products. For Reliance Fresh 1. More variety in food & non-food items is appreciated. 2. The ambience gives them a total shopping experience. 3. Customer loyalty programmes are very popular.
  29. 29. 28 Summary of SKUs for Business Units after a survey of 48 retail shops in vicinity of Reliance Fresh, Welcome, Delhi S.No. Business Unit No. of SKUs Not in any Reliance SKUs list 1 Non Food 326 51 2 Food 2006 435 Total 2332 486 0 500 1000 1500 2000 2500 Non-Food Food No. Of SKUs Not in any Reliance SKUs List List Of SKU’s preferred in Seelampur but not present in the original list of 3,500 SKU’s prepared by Reliance Retail Ltd. Food Non-Food Mango sip 200 ml juice Nat-Khat Snacks Cycle agarbatti 20 stick Ship matches Ashoka loose atta Crax Snacks Haridarshan 20 sticks aggarbati Home matches Postman 1 litre edible Oil Amul Chocolates Nippo Alkaline AA Battery Vi-John Chloromint Candy Jindal Oil 1Ltr Sony AA size pack of 4 Navy Cut regular Satmola Candy Baba Mustard Oil Wills classic regular Red and White Nilons mango pickle 300 gm Baba Mustard Oil 500ml Wills classic mild Vicco toothpaste 100gm
  30. 30. 29 Fun Flips Snacks Shahji mixture Wills classic ultra Milds Ghadi detergent Baba mustard oil 500ml Competitor Analysis Following Stores have the largest stocking of different SKU's in Foods category, which pose a serious competition to Reliance Fresh in Subash Nagar catchment Area. S.No Store Name No. of SKU's 1 Man Moti Store 341 2 Prem General store 256 3 Singh General Store 241 4 Mahesh Store 233 5 Satya Prakash & Sons 230 Man Moti Store Prem General Store Singh General Store Mahesh Store Satya Prakash & Sons Man Moti Store Prem General Store Singh General Store Mahesh Store Satya Prakash & Sons `
  31. 31. 30 Location IV Subhash Nagar, New Delhi Market Overview 1. Consumers ranging from lower middle to middle class. 2. Consumers more utility conscious than just price conscious. 3. Presence of essential commodities with emphasis on food items. 4. Covering most of the popular branded food items but lack of variety in them. 5. Large number of small & medium retail shops. 6. Dairies and bakeries in plenty. Customer feedback for kirana stores 1. Kirana stores should stock more variety in non-food FMCG products. 2. Long standing relationships with customers relevant and valued. Customer feedback for Reliance Fresh 1. Variety in popular branded food items appreciated. 2. The ambience gives them a wholesome shopping experience. Summary of SKUs for business Units after survey of 38 Retail Shops in the vicinity of Reliance Fresh Store, Subhash Nagar, New Delhi S.No. Business Unit No. of SKU’s Not in any Reliance SKU’s list 1 Apparel and Luggage 83 63 2 Non Food 225 22 3 Food 391 26 TOTAL 699 111
  32. 32. 31 0 50 100 150 200 250 300 350 400 Apparel & Luggage Non-Food Food No. Of SKUs Not in any Reliance SKUs List List of major SKU’s preferred in Subash Nagar but not present in the original lists of 3,500 SKU’s prepared by Reliance Retail Ltd. FOOD NON-FOOD Brick Article Description Brick Article Description Atta Shakti Bhog loose Air fresheners/deodorisers (non powered) Garden fresh 200ml spray Fibre rich loose Agarbatti Shubhmangalam (20 sticks box) Basmati rice Lal quila loose Haridarshan(10 sticks box) Aashirwad 10 kg Baby feeding bottles Johnson & johnson 250ml Anmol 5 kg Battery Nippo(aa size) Amanat basmati 10kg Cigarettes Wills (10 pcs) large Besan Hatthi besan 1 kg Gold flake (10 pcs) large Blended oil Sweekar 5l Classic (10 pcs) Sweekar 1l Shaving accessories Godrej shaving brush Bubble gums Big bubble Household disinfectants Rocky phenol (local) 500ml Candies Cloro mint 50 ps. Trishul 500ml Coffee bite Genda phenol 500ml Local/ unbranded Laundry detergents 555 bar Ghee Anmol ghee 500 ml Oral care aids (0n powered) Classic soft (med.size) Core biscuits Anmol 50gm Matches Home lite rs.5 box Dates Loose unbranded Haathi (Rs.0.50 box)
  33. 33. 32 Egg Regular white shell eggs Smart Lite(Local)(Re.0.50 box) Maida Local/Unbranded Pipe unblockers Kiwi Drainex 50gm pp Mouth fresheners Paas-Paas Shaving blades Vijay (10 pcs) Competitor Analysis Following Stores have the largest stocking of different SKU's in Foods category, which pose a serious competition to Reliance Fresh in Subash Nagar catchment Area. S.No Store Name No. of SKU's 1 Subhiksha 363 2 Goel store 366 3 Vishal store 363 4 Manocha store 361 5 Om Prakash & Sons 239 Subhiksha Goel Store Vishal Store Manocha Store Om Prakash & Sons Subhiksha Goel Store Vishal Store Manocha Store Om Prakash & Sons `
  34. 34. 33 Location V: Gandhi Nagar, Delhi Market Overview 1. Consumers range from lower middle to price conscious consumers. 2. Stores predominantly provide food FMCG items. They however lack proper infrastructure, and exhibit haphazard display. 3. Popularity of local brands in the category of food FMCG. 4. Lack of variety in non-food FMCG products 5. Lower price brands more popular. 6. Market dominated by kirana stores. 7. Slump market conditions. 8. Organized retail outlets absent. 9. Dairies & chemists in plenty. Customer feedback for kirana stores 1. Kirana stores should stock a variety of essential items, absence of which draws customers towards the organized retail outlets. Customer feedback for Reliance Fresh 1. More variety in food & non-food items is appreciated. 2. The ambience gives them a total shopping experience. 3. Some people feel that most of the schemes are not very beneficial as they get almost the same amount of discount in the kirana and provisional stores.
  35. 35. 34 Summary of SKUs for business Units after survey of 32 Retail Shops in the vicinity of Reliance Fresh Store, Gandhi Nagar, Delhi S.No. Business Unit No. of SKUs present in the list Not in any Reliance SKUs list 1 Equipment 6 4 2 FMCG-Non Food 391 13 3 Food 825 142 4 Pharma 51 0 Total 1273 159 0 200 400 600 800 1000 Equipment Non-Food Food Pharma No. Of SKUs Not in any Reliance SKUs List List of major SKU’s preferred in Gandhi Nagar but not present in the original lists of 3,500 SKU’s prepared by Reliance Retail Ltd. FOOD Brick Article Description Brick Article Description Noodles Mayos Himalya Snacks Core biscuits Anmol Local Golmol 100 % juice Frugo apple Funfill orange Frugo mix apple Funfill cream Tuk 3 Funfill strawberry Atta Apna bhog (unbranded) Core Biscuits Coconutty Green Soy atta Smackles
  36. 36. 35 Besan Ahaar 500gm Anmol-g Aahar 1kg Choco bite Blended oil Jindal oil 1litre Don Block chocolates Amul chocolate Cheese cracker Candies and bubble gum Nutune gulkand box Spigadora crackers Pan pasand box Wheat man cookies Cheese spread Milk Man Wheatman milk suji toast Chocolates Amul Milk Chocolate Dry bakery cookies Notty Chutneys Renia Maini Eaton Cooked ghee Gopal Jee Ghee 1 kg Energy drinks Energiser Dahi Unbranded Dahi Power horse Dessert ready mixes Jodhpuri moong dal halwa Honey Mehsons honey Awadhi badam halwa Jellies Weikfeild orange Bombay halwa mix local Weikfeild strawberry Basundi mix Maida Post man 500gm Gits rabri mix Post man 1kg Gits phirni mix Unbranded maida Gits kaleva Mineral water Volga Flavoured milk Gopal elaichi Mozzarella cheese Chaudhary cheese Gopal soft kesar elaichi Murmurre Local brand Gopal pista badam Mustard oil Moti mustard oil Gopal butterscotch Hardil mustard oil Fresh cream cake Perfect Moong dal Golden sabut 500gm Ghee Vasudev 500ml Golden moong sabut1 kg Herbs spices Origano Organic dals unbranded Other dry fruits Grade group kaju Kanodia brand mustard oil 1 litre,2 litre,20 litre Grade group pista Ready to serve (RTS) Ricela 1litre Grade group acrot Rusks & baked biscuits Veer jee rusk
  37. 37. 36 Other flours Smith & Jones Corn flours SMP 100 gm skimed milk powder poly pouch Other sauces Chings green chilli Soya milk Godrej-sofit Pickles Pacranga Carrot Pickle Soya nuggets Soy day Achar Pachranga Ahaar soya granules Raw Rice Doon Mini Dubar 5 kg Nutrela Doon Mini Dubar 10 kg Savour nutri Unbranded Rice Type1 Spices - others Dabur garlic Unbranded Hyderabadi Pulao Dabur ginger Unbranded Standard Rice Dabur garlic ginger Veetee rice Home made masala Sugar Shagun 5 kg. Smith jones fish curry paste Tea packed leaf CTC Leaf Tea Whole Wheat Bread Harvest Gold EQUIPMENTS Blood pressure monitor Sphygmomameter First aid–accessories Chi Swing IBP First aid-ice/heated pack J&J forehead hot & cold pad Thermometers Digital thermometer Mt 301-IBP
  38. 38. 37 NON-FOOD Brick Article Description Baby diapers (disposable) Teddy SML 5 pcs Cigarettes Wills Navy Cut Light 10pcs. Large Gold Flake 10 pcs. Large Hawda bidis 10pcs. Large Flake 10pcs. Large Four square 10pcs. Large India Kings 10pcs. Large Wills Classic 10pcs. Large Dental cleansing Vicco 100gm Hair colour Neha mehendi 100gm Laundry detergents Ghadi detergent powder 200gm Matches Home lite Shaving preparations Vi-john Competitor Analysis Following Stores have the largest stocking of different SKU's in Foods category, which pose a serious competition to Reliance Fresh in the Gandhi Nagar catchment Area S.No Store Name No. of SKU's 1 Venus Store 336 2 Mahaveer General Store 336 3 Uttam General Store 335 4 Ramesh Store 326 5 Bhola Shanker Namkeen Bhandar 321
  39. 39. 38 Venus Store Mahaveer General Store Uttam General Store Ramesh Store Bhola Shanker Namkeen Bhandar Venus Store Mahaveer General Store Uttam General Store Ramesh Store Bhola Shanker Namkeen Bhandar `
  40. 40. 39 Location VI: Khandsa Road (Near Anaaj Mandi), Gurgaon Market overview: 1. Majority of population belongs to middle and upper middle group. 2. Highly commercial market. 3. Local/unbranded products are more popular. 4. Presence of large number of retail giants in the vicinity. 5. Wholesale transactions predominant. 6. Kirana stores scarce. 7. Wholesalers sell to retailers 8. There is a food grain market close by, which suffices the demands of customers living around, resulting in lesser people coming to retail stores for food items. Customer feedback for Reliance Fresh 1. More variety in food & non-food items is appreciated. 2. The ambience gives them a total shopping experience. Summary of SKUs for business Units after survey of 38 Retail Shops in the vicinity of Reliance Fresh Store, 422/18, Khandsa Road (Near Anaaj Mandi), Gurgaon. S.No. Business Unit No. of SKUs SKUs not found in any list 4 Non Food 429 70 5 Food 828 36 9 Home 50 43 10 Lifestyle 59 15 11 Pharma 31 3 Total 1397 167
  41. 41. 40 0 200 400 600 800 1000 Non-Food Food Home Lifestyle Pharma No. Of SKUs Not in any Reliance SKUs List List of major SKU’s preferred in Khandsa Road but not present in the original list of 3,500 SKU’s prepared by Reliance Retail Ltd. FOOD Brick Article Description 100 % juice Real Twist Haldiram Fresh gold Mishrambu Cow Milk Gagan Dahi Loose Ghee Anmol Vita Jaggery Loose Jellies Kissan Mineral water bisleri mountain water Mouth fresheners Passpass Whole Harvest Burger Bread Buns 225 gm Harvest Bread Healthy Whole Wheat Bread 400 gm Harvest Bread Soften French Bread 250 gm
  42. 42. 41 NON-FOOD Brick Article Description Brick Article Description After Shave Care Vi-john Cigarettes Wills Air fresheners/Deodorisers (non powered) Haridarshan agarbatti Gold flake Haridarshan dhoop Scissors Lotus Benson & hedges Mysore sandal 555 pataka Premium Four square Taj Kartoos Goodlook Cleansing/Washing/Personal Fair & lovely 75 gm. Cycle Joy 75 gm. Antiperspirants/deodorants Axe 100ml Cotton wool products J & J Ear buds 75pcs. Playboy 125 ml Dental cleansing Vicco Powder MTV 125 ml Facial tissue/handkerchiefs (disposable) Biotique Baby feeding bottles Bonny Beeta Battery Nippo Jolly Bpl All day wipes Energizer General/Personal hygiene/Other Daffodils Bleach Ala bleach S R foils Laundry detergents Ghadi 1kg pwd Hair colour Colormate Oral care/aids (non powered) Classic tooth brush Moon star Aquafresh tooth brush Black rose Pipe unblockers Drainex Hair shampoo Sunny 100 ml. Shaving blades 555 blades Hair styling (non powered) Simco Vijaya blade Lomani Vidut blade Hair care products other Rahat rooh
  43. 43. 42 Shaving Razors Disposable (non powered) Vidyut Cantheridin Shaving preparations Vi-john shaving cream Household cleaning/care aids Local Emami shaving cream Fabler bright Nivea shaving cream Household disinfectants Local Cobra shaving cream Skin drying powder Boroft talcum powder Sun protection products Garnier Vaseline talcum powder Toilet cleaning products Chand toilet cleaner Liril talcum powder Sun toilet cleaner Z talcum powder Taj toilet cleaner Nivea Toilet paper S R Toilet Roll Matches Home Beeta Classic lite HOME Brick Article Description Fridge bottle Fridge bottle - Pearlpet Jug Milton Facial tissue (wet & dry) Beeta tissue box 100 sheet LIFESTYLE Brick Article Description Ball pens Cello Montex Reynolds Pentek Pierre Cardin Parker
  44. 44. 43 Combi kit 6 water col CK/5 Wax crayon-pencil, notepad Elastic bands Unbranded Erasers Faber-castle Apsara Fragrances Fa Variants -175ml Lip balm Vaseline Lip gloss Lipguard Sharpners Apsara Nataraj PHARMA Brick Article Description Antacids/Indigestion/Flatulence Remedies Crorepati goli Antiseptics Boroline Dietary Aids/Other Glucon - D 100 Gm Competitor Analysis Following stores have the largest stocking of different SKU's in foods category, which pose a serious competition to Reliance Fresh in Khandsa Road catchment Area. S.No Store Name No. of SKU's 1 Today Store 646 2 Tapodhani Store 633 3 Jagdamba Store 562 4 Hemant Store 560 5 Needs Store 513
  45. 45. 44 Today Store Tapodhani Store Jagdamba Store Hemant Store Needs Store Today Store Tapodhani Store Jagdamba Store Hemant Store Needs Store `
  46. 46. 45 Location VII: Zamroodpur, GK-1, New Delhi - 48 Market Overview 1. Plethora of markets with designer wear stores and modern retail outlets. 2. Greater Kailash hosts one of the busiest markets in New Delhi (The M-Block market), which sells an assortment of products and commodities as well as very good eateries. 3. There are life-style shops and restaurants like Mcdonalds, Pizza Hut, and two- level Benetton and so on. 4. Wide range of inexpensive items from the roadside stalls. 5. Kirana stores less in number 6. Limited number of SKUs stocked at kirana stores. Summary of SKUs for business Units after survey of 32 Retail Shops in the vicinity of Reliance Fresh Store, Zamroodpur, GK-1, New Delhi - 48 (Near Lady Sriram College) S.No. Business Unit No. of SKUs Not in any Reliance SKUs list 1 Equipment 8 4 2 Non Food 353 53 3 Food 487 127 TOTAL 848 174 0 100 200 300 400 500 Equipment Non-Food Food No. Of SKUs Not in any Reliance SKUs List
  47. 47. 46 List of major SKU’s preferred in Zamroodpur but not present in the original lists of 3,500 SKU’s prepared by Reliance Retail Ltd. FOOD Brick Article Description Brick Article Description Atta Ashoka Loose Egg Loose: regular white shell eggs Blended oil Jindal Oil 1 litre Fruit based (mango) Slice 300 ml btl Block chocolates Amul chocolate 50 gm. Health supplements others Glucon-D orange 200 gm Candies Hajmola candy re. 0.50 per pcs Jams Kissan mixed fruit jam Rs.2 pouch Candies Chloromint Maida Loose maida Candies Vijeta orange Re. 0.50 per pcs. Namkeens Murmurre 50gm (local) Chips Haldiram classic chips 15g pp (rs.3) Mustard oil Baba oil 1litre pet Lays masala chips 15g pp (Rs.5) Baba oil 500ml pet Clear 7 Up 300 ml bottle Baba oil 15litre tin Sprite 300 ml bottle Baba oil 5litre Mountain Dew 300 Hardil mustard oil Limca 300 ml bottle Namkeens Duggar mikture Colas Coca-cola 300 ml bottle Shahji mixture Pepsi 300 ml bottle Noodles Magic: Fry noodles, ready to eat 10gm pack Thums Up 300 ml bottle Other dals Kala chana 1kg
  48. 48. 47 Cookies Krown gold cookies 100 gm pp Kala chana 500gm Core Biscuits Krown gold premium biscuits 250 gm pp Malka red 500gm Anmol yummy 75gm Packaged water Royal blue 500 ml pet Anmol-G 75gm pp Royal blue 1 lt pet Britania Tiger cream biscuits 165gm pp Poha Loose poha P gold–Marie Lite Biscuit 16 gm pp Rava / sooji Loose unbranded Urad dal Loose urad dal Raw rice Loose rice type 1- 4 100 % juice Mango sip 200ml Loose sona masoori Safal 200ml Loose parmal regular Blended oil Good health 5 litre Raw rice Loose standard rice Nafed 5 litre Soda / mixers Royal blue soda 500 Candies Coffee bite Soya nuggets Nutrela Loose candies Spices - others Dabur garlic ginger paste Nancy Namkeens Bikaneer mix namkeen 400 gm Solano re.0.50 per pcs Bikaneer pouch Vicks Crax-Mast mattar 10 gm pack Chips Chut kut Haldiram Taka-Tak 15gm pack
  49. 49. 48 Fun flips Pooja all in one 150g pack Golmaal Pooja aloo bhujia 400g pack Krackkur Pooja chana chor 150 gm Krishna Pooja falhari chiwda 150g pp Lip chip Pooja kashmiri mix 200g pack Yellow's diamond Pooja panchratan mix 150g pack Health supplements Glucon-D Other dry fruits Batashe loose Instant coffee Bru instant coffee 13gm sachet Packaged Amrit Taaza bread Mineral water Kingfisher 1litre Golden bite bun Mouth fresheners Rajdarbar Farmer's city fresh max 400 gm bread Rajnigandha Lord's bite bread 200gm Mustard oil Balaji Packaged water Oxyizer 1ltr Ashirwad 1lt Rusks & baked biscuits Wah taj 350 gm Spices – masala Golden OK meat Masala 100gm Britania rusk 350 gm pack MDH Garam Masala 100gm Shaktimaan toast OK Garam Masala 100 gm pack Salt Surya 1kg Satmola Jaljira pow. Re.1 sachet Tea packed leaf Nova tea 100 gm pack Local turmeric Ketchups Hilltop 500ml
  50. 50. 49 Competitor Analysis Following Stores have the largest stocking of different SKU's in Foods category, but none of them pose much competition to Reliance Fresh in the Zamroodpur catchment area as almost all of them are small retail shops having limited number of SKU’s. S.No Store Name No. of SKU's 1 Brij Lal Senjay Kumar 299 2 Shiv Store 276 3 Dinesh Store 263 4 Sukda Store 256 5 Vijay Store 249 Brij Lal Senjay Kumar Shiv Store Dinesh Store Sukda Store Vijay Store Brij Lal Senjay Kumar Shiv Store Dinesh Store Sukda Store Vijay Store `
  51. 51. 50 Location VIII: Majlis Park, Adarsh Nagar, New Delhi – 33 Market Overview: 1. Mix Population ranging from lower income group to higher middle income group 2. HLL has an efficient distribution network in the area because of regular and frequent visits of their sales men and Supervalue Stores 3. Presence of Retailors like Subhiksha and 6 Ten in the vicinity. Big Bazar and Big Apple are in negotiations with many people regarding site for opening their outlets 4. Majority of the stores had large number of SKUs 5. Almost whole population in the area feel that big organised retailers like Reliance, Subiksha, Big Apple etc. are operating in loss, as they aim at eliminating small unorganised retailers 6. Nearby there is Azadpur Mandi which results in less people coming to Retail Stores for Food items. Summary of SKUs for business Units after survey of 35 Retail Shops in the vicinity of Reliance Fresh Store, Majlis Park, Adarsh Nagar, New Delhi-33 (Near NDPL office) S.No. Business Unit No. of SKUs Not in any Reliance SKUs list 2 Equipment 15 4 4 Non Food 353 32 5 Food 734 119 Total 1102 155
  52. 52. 51 0 100 200 300 400 500 600 700 800 Non-Food Food Equipment No. Of SKUs Not in any Reliance SKUs List List of major SKU’s preferred in Adarsh Nagar but not present in the original lists of 3,500 SKU’s prepared by Reliance Retail Ltd. Food Brick Article description Brick Article description 100 % juice Tuk 3 (1litre) orange Ghee Madhusudan 5 litre jar Atta Ashoka loose Health supplements others Glucon-D orange 200 gm Apna bhog loose Jaggery Jaggery (Gur) loose Safal loose atta Maida Loose Maida Blended oil Jindal oil 1 lit Mustard oil Tez mustard oil 500ml Block chocolates Amul chocolate kanodia brand mustard oil 1ltr,2ltr Candies Hajmola candy re.0.50 each Namkeens Bombay Chana 200 gm pack (Local) Mango mood re.0.50 each Shahji Mixture 250 gm (Local) Pan pasand re.0.50 each Sanskriti Mixture (Local) Channa dal Chana dal regular 500gm Other flours Gopaljee Dalia 500gm pack Chana dal 2 kg Pickles Mothers Madras Onion Pickle 400gm Cheese spread Milk man Salted biscuits Time Pass 150 gm
  53. 53. 52 Chocolates Amul milk chocolate Soya nuggets Nutrela 200 gm Core biscuits Golmol 100gm Loose Cream biscuits Funfill orange cream 100gm Spices - others Dabur garlic paste 50gm Instant powders Gopaljee milkshake pwdr kulfi flavour 200gm Dabur ginger paste 50 gm. Goaljee milkshake pwdr strawberry flavour 200gm Dabur garlic ginger paste 150gm Gopaljee badam shake powder 200gm Homemade masala 200gm tp Cream biscuits Anmol yummy 75gm pp Tea bags Brooke bond Instant powders Gopaljee thandai powder 200gm 100 % juice Safal orange juice 250ml Core biscuits Anmol-g 75gm pp Spices - powder Shyam jeera pwd 100 gm cbd Cow ghee Paras cow ghee 1ltr Salt Divya salt 1kg pp Dahi Loose dahi Cookies Parle may fair mini butter cookies 20g pp Egg Regular white shell fresh eggs loose Parle may fair butter cookies 70g pp Flavoured milk Gopaljee elaichi flavour 200ml Core biscuits Dip trix biscuit (free spiderman mask) 18g pp Gopaljee kesar 200ml Bubble gums Boomer jelly mango 100pcs box Gopaljee pista badam 200ml Boomer jelly watermelon 100pcs Gopaljee butterscotch 200ml Candies Parle kaccha mango bite re.0.50 each
  54. 54. 53 Nutune gulkand box 50 gm. Candies Bonkers chews re.0.50 each Ketchups Dabur homemade tomato puree 200g Bonkers chews stick Rs.5 each Chips Funflips 35g pp Cadbury's mr. Pop lollypop (55gx55pcs) box Chips Haldiram's Whoopies 11g pack Cream biscuits Anmol Lemon Maza Cream Biscuits 250g pp Mustard oil Pansari Mustard oil 1 litre Pet Chocolates Cadbury's Celebrations Pansari mustard oil 1/2 litre Pet Lotto Choco Pie Ghee Madhusudan 15L tin Muffins Local/Unbranded Maida Maida, Delhi Mill Stag Namkeen Kakaji Moong 35 gm. Pickles Local: thakurji- mango 500g Pickles Harnarayan Amla Murabba 1kg Mineral water H2G0 1 litre bottle Harnarayan gajar Murabba 1kg Paras 1 litre bottle Spices - masala Chaman Achaar Masala 1/2 kg tp Noodles Top Ramen 100 gm Spicy Veg Cup noodles Chaman achaar masala 1 kg jar Top Ramen 100 gm Mast Masala Cup Noodles Canned food Ching's Secret Sweet Corn kernels 500gm tin
  55. 55. 54 Competitor Analysis Following Stores have the largest stocking of different SKU's in Foods category, which pose a serious competition to Reliance Fresh in Adarsh Nagar catchment Area. S.No Store Name No. of SKU's 1 Subhiksha 725 2 Randhir Store 615 3 Barnala Store 501 4 Mahadev Store 437 5 Ahuja Store 368 6 Gurunanak Store 345 Randhir Store Barnala Store Mahadev StoreAhuja Store Gurunanak Store Subhiksha Randhir Store Barnala Store Mahadev Store Ahuja Store Gurunanak Store Subhiksha `
  56. 56. 55 Suggestions
  57. 57. 56 CHAPTER – VII SUGGESTIONS FOR RELIANCE FRESH A. Reliance fresh should change their product assortment according to the catchment areas. B. The company should strive to stock local brands that are popular in a given area to boost their sales. C. In order to differentiate itself from other big retailers, the company should come up with newer and more effective customer loyalty schemes. D. Reliance can give the option of shopping on credit to its customers. E. Reliance fresh can benefit from starting a home delivery service in areas close to the shop. F. More aggressive advertising campaigns should be undertaken so as to make Reliance Fresh more popular and recognizable among common masses. G. The Company should try to explore new formats in retail operations where there is no competition to be the pioneer. H. Company and sales force should concentrate more on strengthening their retail and distribution relationship and communication. I. Better storage facility, timely supply of goods and an effective system to redress complaints. J. More attractive promotional offers should be devised to attain customer loyalty and retaining them for a longer time. K. The company should make all out efforts to retain the competitive edge in pricing over its competitors.
  58. 58. 57 LIMITATIONS
  59. 59. 58 CHAPTER – VIII LIMITATIONS 1) The storekeepers were reluctant to give data regarding their shops and hence we had to continuously probe for information. 2) To wait patiently, as we were on the learning front. 3) Some of the respondents were sometimes too casual while giving interviews 4) Respondents sometimes had opposite views while having a discussion with us on the retail sector coming up in India.
  60. 60. 59 BIBLIOGRAPHY
  61. 61. 60 CHAPTER – IX REFERENCES AND BIBLIOGRAPHY BIBLIOGRAPHY Marketing Management by Philip Kotler Statistical Measures by S.P.Gupta REFERENCES www.ril.com accessed on Friday 15th June, 2007 www.about.com accessed on 1st July, 2007 www.retailindia.com accessed on 8th July, 2007

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