Presentation on Marketing Communication of Relience Fresh. Suitable for MBA/PGDM Students

1. Presentat ion on

2. Submitted to
Prof . Kamal Gupta
Submitted By-
Group 3
Hussain Ahmed
(47)
Pronita Dutta (33)
Rashi Kumari (36)
Sadhna Devi (37)

3. Introduction
Industry: Retail
Type: Supermarket
Chairman & Managing Director: Mukesh Ambani
First Outlet: Hyderabad( Banjara Hills)
Founded: 30th October 2006
Headquarter: Mumbai
Area: 2000-4000 Sq. Ft.
Website-www.ril.com

4. Retail Mix of
Product
•95000 products till date.
•Vegetables and fruits.
•House hold items.
•Food and beverages – All premiere brand + Private label
•Groceries – only private label.
•Dairy products.
•Non-veg food items.

5. Retail Mix of
Price
•It considers its discounted price as its USP.
•There is an average discount of 7-8% on all items in
respect to their MRP.
•Prices of products are low because it is able to secure
stock directly from the manufacturer or farmers.

6. Retail Mix of
Place
•Reliance Fresh has 920 stores in 80 Cities of 14 different
States.
•Reliance fresh has always worked on low-cost locations.
•It locates in areas of high footfalls like movie theatres,
shopping malls, restaurants, etc.
•Designed to look crowded.
•All the cities across India have at least one outlet.

7. Retail Mix of
Promotion
•They promote their products through Local and National
Newspapers.
•They Provides carry bags which contains brand name
and logo.
•They distribute catalogues through newspapers and to
the customers inside the store.
•Through billboards outside the store.
•Other type of promotion is the particular store oriented
promotion which includes speaking on the loudspeaker
inside the store.

8. Retail Mix of
Presentation
•The pure foods convenience store model of Reliance
Fresh requires far less space than a full fledged
supermarket.
•Most of the outlets need around only 2000-5000sq.ft.
•Separate entry and exit point.
•Chocolates and other kids’ items are nearby cash
counter.

9. Retail Mix of
Personnel
•Well trained Staff at stores to help people with their
purchase.
•Well dressed staff with Red and Green uniform.
•Use scenario planning as a tool for quick decision
making multiple counters for payment, staff at store to
keep baggage and security guards at every gate makes
for a customer-friendly atmosphere.

10. Problems Facing by
Big Controversy
•In Ranchi, UP, West bengal, Madhya Pradesh.

11. Problems Facing by
Strong Competition
•With Food Bazaar, Vishal Mega Mart, Easy Day.
Other Problems
•Poor inventory control.
•Staff takes more time in billing.
•Fruits and vegetables are not always fresh.
•Parking Place Problem.

12. Role of Environment
Political and Legal Factors
• Interfere of Govt. (like WB and Tamil Nadu).
• A stable government at the centre will facilitate speedy
economic recovery and create an encouraging
investment climate
• Problems of getting subsidy from Octrai and on different
taxes like land, water taxes
• Problems of taking over properties and real estate

13. Role of Environment
Economical
• India, one of the fastest growing economies(6-6.5% GDP
growth rate)
• Retail Industry to grow to 300 billion by 2010.
• Increase in the percentage contribution of the service
sector to GDP.
• Increase in the investment on IT with focus on cost
minimization.

14. Role of Environment
Socio-Cultural Factors
• Increase in Nuclear families.
• People prefer to shop in local stores with the reasonable
prices .
• Increase in working women’s proposition.
• Life style changes.
• Shift in Product and service preferences.
• Increase in Young population.

15. Role of Environment
Technological:
• Technological development for fast billing and the
service.
• Better applications of information technology in the
modern retail industry, like in supply chain management,
store management, point of sale and customer
relationship management.

16. Suggestion Regarding
Channel Management decisions
• Should increase the number of advertisements as
compare to Big Bazaar and Easy Day etc.
• Should Increase the number of counters.
• Retailing through Internet & web based technologies like
www.futurebazaar.com of big bazaar.
• Stress Buster Exercises must be organized during
evenings in sessions as employees have to stand all
throughout the day.

17. Suggestion Regarding
Channel Management decisions
• Exchange offers must be made clear as the consumers
are often not clear about how to use them.
• Training must be provided to sales personnel.
• Seating arrangements must be made for customers as
well as for employees also.
• Added on facilities like Home Delivery and to an extent
credit it plays an important role in Customer Acquisition
and retention programs.

18. THANK YOU