RETAIL STRATEGY OF
RELIANCE RETAIL
PRESENTED BY: PARUL MATHUR
HARISHANKAR
RASHMI RANJAN MALLA
Topics Under Study
Introduction
Different Formats
Reliance Fresh Concept
Reliance Mart Concept
Retail Strategy Of Reliance Fresh
INTRODUCTION
Owner : Mukesh Ambani
Started in: November 2006
Products: Grocery items, General Merchandise
Reliance is gearing to be a major player in the Indian
Retail Revolution.
They are aggressively working on a pan-India network
of retail outlets in various formats.
State-of-the-art technology, a seamless supply chain
infrastructure and unmatched customer experience, is
what the initiative is all about.
Reliance Retail, the retail arm of Mukesh Ambani owned
Reliance group, which began rolling out its “farm to fork” retail
strategy in November, 2006, from Hyderabad.
The 100% subsidiary of Reliance Industries, entered the retail
foray involving a minimum investment of Rs 25,000 crore.
They plan to achieve a target of Rs 10-billion revenue by 2010
employing 5,00,000 people.
Reliance retail, has renamed “Ranger Farm” to Reliance Fresh
Ltd, having hived the name of their most popular format.
Reliance Retail Products
Food & Grocery
Apparel & Footwear
Consumer Durables &
Electronics
Furniture & Furnishings
FMCG & Personal Care
Lifestyle Products and
Services
Healthcare, Financial,
Membership, Travel,
Auto and Entertainment
Services
DIFFERENT FORMATS OF
RELIANCE RETAIL
1: Reliance Fresh
2:Reliance Mart
4:Reliance Trendz
5:Reliance Digital
6:Reliance Footprint
7:Reliance Wellness
8:Reliance Jewels
9:Reliance Super
10:Reliance Timeout
Reliance Fresh Concept
2000 - 4000 sq. ft pilot stores selling primarily fresh
food and grocery items.
Targeted at all income groups
Full range, consistent availability of high quality
Fruits & Vegetables
State-of-the-art retail infrastructure and supply chain.
Modern, hygienic yet non intimidating store.
environment.
Reliance Fresh Store
Reliance Mart
The hypermarket arm of Reliance Retail
Inked acquisition deals for over 50 million sq
ft via franchise & direct routes.
Target of a 100 million sq ft by 2011 to
develop its hypermarket business.
Reliance Mart’s first hypermarket opened in
Ahmadabad on Wednesday 15th of August.
Reliance mart
Would cover areas ranging between 1,65,000
to 2,00,000 sq ft.
40 % floor space will be earmarked for
garment brands
The rest to stock home goods, white goods,
footwear and food products.
Automotive accessories, fine jewellery and
fashion jewellery in a retail format for the first
time.
Retail Strategy of Reliance Fresh
Merchandise Mix
Store Environment
Service Strategy
Advertising
Sales Promotion
Merchandise Mix
FMCG: Reliance Atta, Reliance Premium white sugar, Reliance Flour
Reliance dry fruits, Reliance whole grain, Reliance iodized salt,.
Reliance pulses etc.
It also deals with green vegetables, fruits, staple foods .
In food business they have segregated vegetarians & non-vegetarians
by introducing a separate brand named “DELIGHT” for the non vegetarians
They have also introduced own brands like “DAIRY PURE” for milk & ghee
And “RELIANCE SELECT” for staple food.
Store Environment
Layout
Grid
Theme
Natural environment
Atmospherics
Color
Light
Fragrance
Music
Centralization
Self purchasing
Central Cash Counter
Service Strategy
It employs self service strategy. Customer
has to look for the product himself there
will be less assistance from the store
personnel.
Advertising
They advertise through national and local newspapers about
their products and offers
They also provide carry bags to the customers having brand
name and logo of the company.
They distribute catalogue through newspapers and to customers
entering the store.
They also use Billboards outside the store.
Sales promotion
A variety of short term incentives to encourage purchase of
a product or service.
The sales promotion of Reliance fresh includes gifts, sampling,
Rebates, and offers like BOGO & BXGY.
Tying up with social events like Mosquito awareness program
launched by ALLOUT it made people aware about the diseases like
Dengue & Malaria.
Pollution free campaign on EARTH DAY.
Reliance publishes magazines known as “Money Life”
Which provides information about the investments and
Market trends.
It uses In store promotions to good effect. POP displays
are being used to communicate with the customer.
Leaflets are also being distributed to every customer entering
the store to promote the existing as well as the forthcoming
products.
Logistics
SCM
Reliance fresh has a very good supply chain integration.
As it buys directly from producers in bulk amount it reduces
Operation cost .
By controlling both ends of the chain it can buy cheap and sell
dear, hence creating a monopolistic situation.
Reliance Retail Future
Aims to launch 700 Reliance Town Centre
(RTC) in the country to cater to population
below 3 lakh.
These centres will house everything that a
town needs. first Centre by December.
More centres next year across the country
and the company aims to introduce first RTC
in north India.
Conclusion
Given their strong business acumen and
huge resources it has become a strong
force to reckon with in retail sector.
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