PROJECT ON

• RELIANCE FRESH

(Retail chain division of

Reliance industries of India)

Punchline- Aapka fresh aapke pados me.

Submitted to

Debabrata Pattnaik Sir

B.Tech (I.T) 2001-05

MBA (marketing &finance) 2006-08

Submitted byBBA 2nd sem students

Rajan Singh (508123)Sipra Priyadarshini (508115)Raghunath Swain (508106)

Preface

• The time are changing so is business environment is also changing.

• The on going LPG process (Liberalization, Privatization, Globalization ) has made business environment highly competitive & complex.

• The changer have to change in Human Resource environment & marketing management.

• So by HRM it is known that people’s choice is also changing day-to-day.

• Under a reserve it is known that the people who are living in the town or city they prefer shopping malls.

• So that now there are a No. of malls in the market.

• One of other is Reliance fresh .

• It is quite now in the market in corporation to Big Bazar & other malls but it is quite famous among the customers.

• Here fresh vegetables , fruits, shaks, accessories cosmetics are available.

• Each group people can go there & purchases goods.

• But Reliance fresh is quite famous for it ftesh vegetables & fruits.

• By a research it is come to know that 66% of people prefervegitables fruits from Relianse fresh.

• It has No. of competitors in the market. But it has already established it self in the market.

• Finally a request to all the viewer & customers of Reliance fresh to do a great favour to Reliance fresh & send their suggestions & critical comments on the toll free number.

Acknowledgement

• we would like to thank my marketing management sir Mr.Debabratta Pattnaik,who is really a great person.He is always inspiring me for this project.He is very friendly& cooperative .

Introduction • Reliance fresh is the retail chain division of

reliance Industries of India which is headed by Mukesh Dhirubhai Ambani.

• Reliance has entered into this segment by opening new retail stores into almost every metropolitan and regional area of India.

• Reliance plans to invest Rs 25000 crores in the next 2 years in theirretail division and plans to begin retail store in 784 cities across the country.

• No. of Reliance fresh in India 560.

• The Reliance fresh supermarket chain is ril’s Rs 25,000 crore venture and it plans to add more stores across different g, and eventually have a pan-India footprint by year 2011.

• The super marts will sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy products and also will sport a separate enclosure and supply-chain for non-vegetarian products.

• Besides, employment to 5 lakh young Indians and indirect job opportunities to a million people, according to the company.

• The company also has plans to train students and housewives in customer care and quality services for part-time jobs.

• Reliance fresh uses segmentation to reach customer in different geographic markets with its new store of community concept.

• Now No. of Reliance fresh have been designed to reflect the communities in which there located.

Reliance fresh

• Type Supermarket

• Founded 30 October 2006• Headquarters Mumbai, India• Key people Mukesh Ambani, CEO• Industry Retail• Website www.ril.com

Contents Sec-1 Definition of Reliance fresh Sec-2 Brand Ambassadors Sec-3.History sec-4 Reliance fresh in bhubaneswar Sec-5 Branding strategy

Sec-6

4 p’s

Sec-7

planning

Sec-8

yearly sale

Sec-9

Customer feedback

Sec-10

Swot analysis

Definition of Reliance fresh

• Reliance Fresh is the convenience store format which forms part of the retail business of 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.

• It provides fresh vegetables & fruits,groceries,cosmetics, snaks & consumer durables.

• These stores sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy products.

Brand ambasader

• Common people

History

• Post launch, in a dramatic shift in its positioning and mainly due to the circumstances prevaling in UP, West Bengal and Orissa, it was mentioned recently in news Dailies that, Reliance Retail is moving out of stocking fruits and vegetables.

History

• Reliance Retail has decided to minimise its exposure in the fruit and vegetable business and position Reliance Fresh as a pure play super market focusing on categories like food, FMCG, home, consumer durables, IT and wellness , with food accounting for the bulk of the business

History

• The company may not stock fruit and vegetables in some states, Orissa being one of them. Though Reliance Fresh is not exiting the fruit and vegetable business altogether, it has decided not to compete with local vendors partly due to political reasons, and partly due to its inability to create a robust supply chain. This is quite different from what the firm had originally planned

Location of Reliance fresh

Reliance fresh in bhubaneswar• Buddha Nagar, Bhubaneswar, Khordha,

Orissa

• Bhauma Nagar, Bhubaneswar, Khordha, Orissa

• NH 203, BJB Nagar, Bhubaneswar, Khordha, Orissa

• Delta Colony, Bhubaneswar, Khordha, Orissa

Reliance fresh in bhubaneswar

• Reliance fresh in bhubaneswar

• Puri Cuttack Road, Bomikhal, Bhubaneswar, Khordha, Orissa

• Sahid Nagar, Bhubaneswar, Khordha, Orissa

• Baramunda, Bhubaneswar, Khordha, Orissa

Branding strategy

• In a major re-branding strategy in line with its fresh plans for the power company, the Reliance group is going in for a change of name for power utility BSES Ltd.

• company will now be rechristened Reliance Energy Ltd (REL) to identify it more closely with the group and its elaborate future plans for the energy businesses.

Branding strategy• A resolution to this effect will be moved for

shareholders’ approval at the company’s annual general meeting slated for June 9.

• The Reliance group, which recently took over the company after being shareholders in it for over a decade, now has over 58 per cent in it following a second open offer.

4 P’s

• Price

• Products

• Place

• Promotion

Price

• It is established mainly for the middle class people&working class people.

• In the reliance fresh price of vegetables&fruits are available in a cheap price.

• There is always some discount & free offers on cosmetics.

Products

• Reliance is the 1st into enter to the unorganized sector of fresh vegetables & fruits avail in the shopping malls.

• Cosmetics, consumer durables, groceries, snacks are available there.

• There are different section for different things. i.e. vegetables for separate section, cosmetics for separate sec,etc.

Place

• All over India total 560 reliance fresh are established in 784 cities.

• Now in Bhubaneswar total 8 reliance fresh are established.

Promotion:

• Reliance fresh is quite new for marketers, so it needs more promotion & advertisement.

• It needs more investment for advertisement.

Planning

• Reliance plans to invest Rs 25000 crores in the next 2 years in theirretail division and plans to begin retail store in 784 cities across the country

Yearly sale• Reliance fresh’s

• Total ales at $6232 million, ranked right among the 38 asian chemical companies.

• 25 sep 2007 Traders protects against Reliance fresh may Reliance retails (Rs 30 billion) plan to roll out retail & fresh food stores in orissa.

Customer feedback • karan said:

Apr 16, 2009 05:14 PM

Yeh Reliance fresh waale kisi wasto par choot dete hain kasar kahin aur se poora kar lete hain.

• Devasis said

Apr 16, 2009 05:20 PM

saab ko choot pasand hai, is recession ke zamane me..........paise bachat humara hak hai paaji

Customer feedback• Bhigu said:

Apr 16, 2009 05:34 PM

I go and investigate Reliance Fresh in BBSR. I am not happy with pricing but staff is good and smiling. Lets us hope I am impressed to write my next review with two pictures. Umesh bhai I love your Love for Shopping. In BBSR we have NONVEG enclosure for you with variety of fishes, chicken n mutton and they have kept the DOG food too in same enclosure. Happy moments shared.

Customer feedback

• Hemant kr das:Apr 16, 2009 05:48 PM

Jairaj Reliance faced the music, the entire hawker community was against reliance in most parts of the country. Only in Karnataka you may have found it missing. It headlines and TV channels were covering mob anger with glee. So Reliance learnt their lessons as they say Baptism with fire .

Customer feedback

• Raj said:Apr 16, 2009 05:43 PM

Very well written review, all points described in detail. I do not see not keeping non-veg as con, I see it is at a good thing. There is always risk of cross contamination when it comes to non-veg. Also attracts pests like cockroaches.

Swot Analysis• Strengths

• Weakness

• Opportunities

• Threats

Strengths:• 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.• It is also adding shortly a juice bar, and even a

large counter for puja flowers. • In fact, 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.

Strengths:• But reliance has decided not to add any bar

soap or toothpaste and detergent in its shelves.• So by using this strategy they are positioning

themselves different from other players of the industries like Food world, Big Bazaar and Nilgiris.

• But over come the short comings of these specialized stores they are also introducing new Reliance full-fledged supermarket called Shakhari Bhandar which offers each and everything from the staple to soap.

Weakness:• This is definitely an interesting business venture

but it may miss out on the opportunity to capture a greater share of the customer’s wallet.

• For customers, too, this could be irksome, as they would have to visit another store to pick up essentials.

• Reliance could easily fix this problem by adding a few small counters for some basic non-food products.

• According to their official this format is not final one they are accepting the new changes which are required to attract the large number of customers.

Opportunities• 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. 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. To

reduce the cost and increase the profit it has been sourcing out its requirements from the farmers.

Threats:• This model is engineered to clock a faster

turnover of inventory — 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.

• Unlike global retailers who operate on thin margins, Reliance Retail is looking at a fairly high-margin business model.

Conclusion

• After a successful launch of Reliance fresh, ends on a positive point that everyone in the Reliance fresh are very helpful.

• They help customer to purchase any kinds of things .

• Despite the limitation every research gives some learning experience.

Conclusion

• To over come these problems we suggested that Reliance fresh take proper strategy for advertising their product as well customer should attract and motivate their product.