The document provides an overview of Reliance Mart, a 165,000 square foot retail store located in Ahmedabad, India. It offers over 95,000 products across several categories including food, consumer goods, consumer durables, automotive accessories and lifestyle products. Key strengths include its large size and product selection, affordable prices, and unique on-site services. The store aims to provide customers an international shopping experience through its layout, product range, and distribution network which utilizes cross-docking and real-time inventory updates. However, weaknesses include its lack of customer focus and specialty sections.

1. Marketing channels system
AN
Overview
BY
-- Pratik Negi
-- Utkarsh Mistry
-- Ronil Shah
-- pooja Tiwari
-- Piyush Nair
-- Shalini Kaushal

2. 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 produce
2.food & grocery
3.home care products
4.apparel and accessories
5.non-food FMCG products
6.consumer durables and IT
7.automotive accessories
8.lifestyle products
9.footwear and much more

3. 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

4. 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.

5. 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

6. Distribution
MANAGEMENT

7. 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

8. 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.

9. 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.

10. 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.

11. Outcomes ( SWOT)
Strengths
1. No inventory issue
2. Low prices ( comparative)
3. physical presence
4. wide coverage
Weakness
1. No customer preference
2. Emphasis on all products and
service leading to no
specialization.
3. price of products are fluctuative
4. less preference to multicultural
crowd
Opportunities
1. More customer centric approach
can be used
2. Separate sections can be induced
for diff customer base
3. Usage of retail space in a much
better way
Threats
1. better low price products
2. Increased competition
3. more retail competition
4. internal competition from private players
in the mall itself.