Marketing channels system

AN

Overview

BY-- Pratik Negi-- Utkarsh Mistry-- Ronil Shah-- pooja Tiwari-- Piyush Nair-- Shalini Kaushal

Overview about the Mart

Location-Iskon Mall, SG Highway, Ahmedabad

Total area-Spread across 165,000 square feet of shopping area

Total products catered - 95,000 ( proposed)

Products and services –1.fresh produce2.food & grocery 3.home care products4.apparel and accessories5.non-food FMCG products 6.consumer durables and IT7.automotive accessories8.lifestyle products 9.footwear and much more

USP’s of the MART

• Reliance Retail towards providing international shopping experience

• Unmatched affordability for distributed customer base.

• Guaranteed quality and choice of products and services

• Unique services to the shoppers like tailoring, shoe repair, watch repair, a photo shop, gift services and laundry services all within the store.

• Location being the asset to the Mart

• catering to all classes and customer base.

• lucid transaction & efficient of payment and goods delivery.

• loyalty and customer retention programs

What we tried to understood

The store layout.

The store margins and distribution strategy.

Channel members and inventory control by the store.

Cross docking how it was implemented.

Specialized retail space to merchandisers.

Special offers and discounts that are given.

Real time replenishment and availability of goods and services.

Strengths and weakness of the Mart.

Layout

Parking: 4/5

Ambience & Decor: 3/5 {Physical layout Feature}

Store Range: 2/5

Value for Money:3/5

-- A complete solution” to the customer – our AIM

-- 10:00 a.m. to 10:00 p.m., seven days a week

-- intensive product range and services ( catering every possible product and service requirements)

-- Exclusive distribution network

Distribution MANAGEMENT

Channel Member’s

• They have cross docking concept being utilized. And real time replenishment ( no special inventory replenishment)

•“ from farm to fork”

•Agro- Retail strategy

•Two modern India's most backward sector

•1600 procurement & distribution hubs

•Named as “ Reliance Mandis”

•Supplied by rural farming centers with fresh produce & dairy p•roducts

Inventory system

Order processing Customer orderOrder transmission

Order TransportationOrder Selection Customer delivery

• Use of POS ( point of sale inventory management system) It’s a cross functional system.

• Real time updating and RFID being used.

• Reliance Trans connect being the supplier.

Cross docking A Concept – Utilized WHY ?

-- It caters to a varied range of goods and services

-- These goods and services need continuous inventory supply, plus availability of the services impact the image of the Reliance

HOW it has helped

Logistics software integration between supplier(s), vendor, and shipper ( even software and real time inventory data warehousing used)

Complexity of loads and there handling

Cost of inventory in transit

RFID and POS inventory updation and order processing system in place

cross-docking is dependent on continuous communication between suppliers, distribution centers, and all points of sale

Tracking of inventory in transit.

Strengths and Weakness of the Mart

positives•India largest company •Market value US$ 35 billion•Turn over of US$ 27 billion in 2007•World’s Largest producer of polyester•RIL has grown exponentially to diversify

negatives

• It has a strategy to phase out service gradually and thus customer doesn’t have that consistent loyalty.• No help and real time assistance in separate retail spaces by merchandisers• Wide range of products and services ( but less variety)• Less customer centric approach and more emphasis on “private labels”• less brands and less products and service coverage.

Outcomes ( SWOT)

Thank you

Strengths1. No inventory issue2. Low prices ( comparative)3. physical presence4. wide coverage

Weakness1. No customer preference2. Emphasis on all products and

service leading to no specialization.

3. price of products are fluctuative4. less preference to multicultural

crowd

Opportunities1. More customer centric approach can be used2. Separate sections can be induced for diff customer base3. Usage of retail space in a much better way

Threats1. better low price products2. Increased competition3. more retail competition4. internal competition from private players in the mall itself.