Merchandise Planning forVariety & assortment Reliance Industries

A Project Report on

“Merchandise Planning”

For “Reliance Industries Ltd.”

By

Kshitij Anand

Under the guidance of

Prof. Sharad Joshi

Submitted To

University Of Pune

In partial fulfillment of the requirement for the award of the degree of Master of Business Administration (MBA)

Through

Vishwakarma Institute of Management

Pune-48

CHAPTER – I

EXECUTIVE SUMMARY

The project covers the various aspects & parameters considered for merchandise

planning in Reliance Fresh outlets. The main idea behind the study was to learn

directly from the market, what consumers demand in a particular catchment area

around each Reliance Fresh Store, so as to efficiently and effectively utilize every

square feet of floor area of the stores in order to cut the extra cost and increase

efficiency.

Although all the markets look the same, they have huge differences within them. The

customer, who is considered as the king in the retail sector, decides the kind of

product he wants to use and not what is offered.

With increase in competition, merchandise planning is fast becoming an integral part

of the retail business. The topic was chosen to bring to light the various factors

pertaining to customer preferences for particular SKU’s or brands, so as to decide on

the optimum product mix for each outlet independently, based on area wise

competitor analysis.

The study was conducted through market survey in Delhi & NCR for different kirana

stores, confectionery shops, bakeries, and some organized retail stores. The project

also included preparation of a list of all the products in the particular area which are

stocked by most of the stores. The data was helpful for Reliance Fresh to maintain a

good stock for all those products which have a high demand.

2

CHAPTER – II

COMPANY PROFILE

“Growth has no limit at Reliance. I keep revising my vision.

Only when you can dream it, you can do it."

Dhirubhai H. Ambani

Founder Chairman Reliance Group

December 28, 1932 - July 6, 2002

The Reliance Group, founded by Dhirubhai H. Ambani (1932-2002), is India's largest

private sector enterprise, with businesses in the energy and materials value chain.

Group's annual revenues are in excess of USD 22 billion. The flagship company,

Reliance Industries Limited, is a Fortune Global 500 company and is the largest

private sector company in India.

Backward vertical integration has been the cornerstone of the evolution and growth of

Reliance. Starting with textiles in the late seventies, Reliance pursued a strategy of

backward vertical integration - in polyester, fibre intermediates, plastics,

petrochemicals, petroleum refining and oil and gas exploration and production - to be

fully integrated along the materials and energy value chain.

3

The Group's activities span exploration and production of oil and gas, petroleum

refining and marketing, petrochemicals (polyester, fibre intermediates, plastics and

chemicals), textiles and retail.

Reliance enjoys global leadership in its businesses, being the largest polyester yarn

and fibre producer in the world and among the top five to ten producers in the world

in major petrochemical products.

The Group exports products in excess of USD 7 billion to more than 100 countries in

the world. There are more than 25,000 employees on the rolls of Group Companies.

Major Group Companies are Reliance Industries Limited (including main subsidiaries

Reliance Petroleum Limited and Reliance Retail Limited), Indian Petrochemicals

Corporation Limited and Reliance Industrial Infrastructure Limited.

4

About Reliance Retail

Wednesday, June 28, 2006 was when Reliance Industries finally announced its mega

foray into the Retail world. Calling retailing "the next big idea" in the company's

plans, Reliance chairman Mukesh Ambani said the petrochemicals giant would set up

a 100 per cent owned subsidiary, Reliance Retail, to "spearhead this revolution." The

company will initially infuse Rs.10,000 Crore into the retail setup and gradually

increase it to Rs. 25,000 Crore. Reliance Retail would have a footprint in 1,500 cities

and towns through convenience stores, supermarkets, speciality stores, and

hypermarkets; and will create 10 lakh jobs. The company would partner farmers,

logistics operators, small shopkeepers and traders in this initiative.

Reliance could emerge as the biggest single player in India's burgeoning retail

market. The spending power of its estimated 300 million strong middle class has

been on the rise, making the sector increasingly attractive to domestic and foreign

investors. India's retail market is estimated to be worth around $200 billion but it is

still hugely fragmented, with organised retail outlets comprising just two percent of

the sector. Reliance entry in this segment is set to change the dynamics in this sector.

Reliance is gearing up to revolutionize the retailing industry in India. Towards this

end, we are aggressively working on introducing a pan-India network of retail outlets

in multiple formats. A world class shopping environment, state of art technology, a

seamless supply chain infrastructure, a host of unique value-added services and above

all, unmatched customer experience, is what this initiative is all about.

The company is targeting to open 100 more Reliance Fresh stores in New Delhi alone

within four months, and a 1,000 new stores in 35 cities nationwide by the end of the

year with a built-up area of over 4 million sq.ft. An investment of Rs.8,000 crore is

envisaged for the NCR region alone.

5

http://www.ril.com/html/business/business_retail.html

http://www.ibef.org/industry/retail.aspx

http://www.ibef.org/industry/retail.aspx

Reliance Fresh stocks fresh fruits and vegetables, staples, fast moving consumer

goods and dairy products. The stores are already selling over 1,000 tonnes of fresh

produce daily and also 250 categories of commodities. The company is approaching

farmers directly for the procurement of produce, seeking to reduce the 40% wastage

that occurs through the traditional supply chain.

The retail initiative of Reliance will be without a parallel in size and spread and make

India proud. Ensuring better returns to Indian farmers and manufacturers and greater

value for the Indian consumer, both in quality and quantity, will be an integral feature

of this project. By creating value at all levels, we will actively endeavor to contribute

to India's growth.

The project will boast of a seamless supply chain infrastructure, unprecedented even

by world standards. Through multiple formats and a wide range of categories,

Reliance is aiming to touch almost every Indian customer and supplier.

6

CHAPTER – III

OBJECTIVES OF THE STUDY

1.) Identifying the present & probable competitors of Reliance Fresh.

2.) Identifying & analyzing the pattern of product mix by Reliance & its

competitors,

3.) Identifying the most preferred SKU’s (Stock keeping units), area wise

4.) Identifying customer preferences for particular SKU’s or brands, nature

of competition etc.

7

CHAPTER – IV

MERCHANDISE PLANNING

"A systematic approach. It is aimed at maximising return on investment,

through planning sales and inventory in order to increase profitability. It does

this by maximising sales potential and minimising losses from mark - downs and

stock - outs."

It is a "systematic approach" in many ways. You need the systems to ensure that you

have the right people, the right processes and the right computerised support. Without

the people and processes you will get nowhere. The software available is merely an

enabler - the final piece of a jigsaw.

It is "aimed at maximising return on investment", but where is this investment made?

Most obviously we are talking about a financial outlay in stock, but less evidently

there is also considerable financial investment in retail space, people and corporate

infrastructure. Again, whilst financial investment is the most obvious type, we should

not overlook the "opportunity cost" of the investment in time that is required by

planning.

We achieve the goals "through planning sales and inventory". These two elements are

inextricably linked and finding an optimum balance is the key to retail success. We

are doing more here, though, than merely calculating a purchase quantity. We need to

balance carefully the requirement to support sales with the constraints and tensions

imposed by store layouts and warehousing and transportation issues.

We put the effort into Merchandise Planning "in order to increase profitability".

Profitability is the key driver of most businesses. Effective merchandise planning

delivers margin increases directly to the bottom line. We achieve the increase in

profitability "by maximising sales potential and minimising losses from mark - downs

8

and stock - outs". There are two major areas of profit leakage in retail. Firstly lost

sales resulting from lack of stock and secondly forced margin reductions due to

excessive stock.

How Does Merchandise Planning Fit Within The Business?

Merchandise Planning systems should be the vehicles for tactical implementation of

an integrated strategic vision.

In order to be able to control the business, the directors will define the Critical

Success Factors (C.S.F.s) of the business. Achievement against these will be

measured using Key Performance Indicators (K.P.I.s). A K.P.I. is a measure, which,

if achieved or exceeded, means, in turn, that a critical success factor is being

achieved. These K.P.I.s will typically be a part of high level plans that provide

strategic direction over a period of several years.

In order for these high level plans to be implemented we need to turn them into

functionally based plans that can in turn be translated into concrete action. There may,

for example, be a C.S.F. of increasing bottom line profitability by 5%. This may be

translated into the setting of K.P.I.s in several discrete areas such as Human

Resources, Property Management and Merchandising.

Within Merchandising this goal might result in several K.P.I.s being set relating to

targets for buying-in margin, stock-holding levels and mark-down percentages. The

implementation and monitoring of a plan to meet these success factors will hopefully

result in the eventual purchase by a customer of a specific item in a store. If

measurement of the relevant K.P.I.s indicates that the success factors are being

achieved, then the plan has been successfully implemented. If not then urgent tactical

action may be required. This is why a plan must be seen as a living entity and not

something that is done once and discarded until the variances are discovered at the

end of the selling season.

Understanding this strategic framework leads us to a clearer definition of what the

processes are and how they must fit in with the company's overall processes.

9

Merchandise Planning needs to span the activities between setting long term , high

level goals for sales, margin and investment for the business, right down to the

allocation of space within an individual store for a defined S.K.U.. At each stage of

the planning process the high level goals are tested and inputs from functional

management enrich the detailed versions. Gaps are analysed and variances are

explained or reconciled.

The end result of the planning process should be a detailed set of targets (e.g. a

purchase order budget) and instructions (e.g. a planogram) that can be reconciled with

the original corporate targets, with any divergences being clearly explicable. These

plans may be numeric (an Open to Buy) or graphical (the results of range creation

collage software like that from Fashionyield, or space planning software like

Spaceman) It is equally important to realise what they are NOT. Merchandise

Planning is not a transactional process. Thus, setting a purchase order budget within

an Open to Buy system IS merchandise planning. Creating a purchase order is not.

Deciding how a certain line may be ranged and testing an allocation pattern is

planning. Creating the actual allocation is not.

Merchandise planning is a strategic process. As such we need to create systems that

lead us seamlessly and in an integrated way from top level strategy to tactical action.

In creating a holistic system it is helpful to realise that we can split the planning

process into five logical sections

• Review

• Merchandise planning

• Range planning

• Assortment planning

• Space planning

Review

The review process consists of two separate activities. Firstly we carry out a Pre-

Season Review of performance history to identify opportunities and problems.

10

Secondly we "normalise" it. Normalisation is the process of looking at history and

ironing out the "bumps" to make it useful as a basis for planning.

Merchandise Planning

The first element in the merchandise plan is the Strategic Plan. This is normally high

level, with perhaps a five year timescale. It is used to set the critical success factors

for merchandising in terms of sales, margins & stocks. Next we would create a

Channel Sales Budget. This would allow us to take into account the effect of new

channels, new stores, closures and refits. Once complete we would create a Category

Level Margin Plan. Here we are creating a weekly version of the strategic plan at

category level for sales, margins and markdowns.

We are now starting to get input from the individual merchandisers, and gap analysis

between these plans and the strategic plan will ensure that we stay on course. At the

same level we create a Category Level Weekly Sales, Stock & Intake Plan. It is here

that we create our Open to Buy, normally the first significant win in the

implementation of a planning system. These category level plans create the box

within which the range plan will be created

Range Planning

We begin here with the Assortment Plan. In this plan we break down the goals of the

merchandise plan into specific lines, or sometimes SKUs. The system should be

capable of extending the results so that we can see the effect on overall margin mix,

for example, of a change in cost price of an item.

Once the assortment plan is underway we can start Distribution Planning. The lines

that we plan are here given a distribution profile. From this we should be able to see

both which stores a line is ranged to, and which lines a given store will receive. The

link between available physical space and ranging done here is a key determinant of

merchandise performance.

In the ideal world we would now create a Line Level Weekly Sales, Stock & Intake

Plan This would be the category level W.S.S.I., broken down by line to provide a

detailed forecast of sales and stock requirements. However, volume & time

constraints means that this may be for key items only.

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At a basic level this provides us with the means to monitor and react to consumer

demand. At a more sophisticated level this provides us with the hard currency that can

make efficient consumer response systems function effectively. The advent of e-

commerce is going to increase the value and importance of line level forecasts shared

with our suppliers.

There is another sort of assortment plan emerging now. This is the Graphical Range

Plan. This sort of plan moves out of the purely numeric type of planning that has been

used up until now and starts to allow the range to be put together in a visual way.

Typically digitally stored images are manipulated into collage type storyboards.

Assortment planning

Implementing an effective assortment planning process may be the key to offering the

right products to the right customers.

The old adage, the right product, the right place, at the right time, still holds true in

today's retail marketplace, but with one important change. Retailers - whether

traditional, e-commerce or bricks-and-clicks - must have a compelling selection of

merchandise for the right customer as well. To determine the best course of action for

reaching the right customers, it is important to examine one of the most important

factors that impacts the merchandising process: Assortment planning.

Assortment planning - which involves asking questions such as: Which product? How

much of it? What colors? What sizes? Where to place it? Who is the target customer?

and so forth - although it directly affects product selection, price, timing and micro-

merchandising, has traditionally been de-emphasized due to hectic retail schedules.

Extinguishing delivery fires and meeting marketing and financial planning obligations

use valuable time, forcing companies to take the easy approach to merchandising:

repeating assortment breadth and depth from previous seasons, creating store

assortments based on store volume and ranking items by sales volume alone.

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Yet, to attract the right customer in today's increasingly competitive environment,

assortment planning must focus on creating appropriate product breadth and depth

based on the customer's desires and shopping patterns, taking into account lifestyles,

climates and trends. Furthermore, assortment planning must present a compelling mix

of products to illustrate the company's strategic vision.

Benefits of Effective Assortment Planning

The primary benefits of effective assortment planning fall into two categories:

financial impact and personal impact.

* The financial impact is a result of matching product assortment with market

potential, while aligning inventory to sales. This leads to increased sales,

fewer mark-downs and improved margins. In turn, these factors dramatically

impact profit and shareholder value.

* The personal impact of effective assortment planning is improved employee

morale and overall efficiency. Increased store collaboration, buying and

planning groups, more complete analytical information, clearly defined roles

and responsibilities, and a detailed plan of action all work together proactively

for this improvement.

Assortment planning breaks the Merchandise Plan down into the components that

enable the planner to address customer preference and need. These components are

product attributes, styles, colors, and SKUs. By addressing these components, the

assortment plan becomes the transition to the customer by way of the store.

In developing a good assortment plan, the retailer hopes to:

• Manage inventory while addressing customer need and demand

• Develop a complete range of merchandise for presentation

• Enhance and maintain the company philosophy and image

• Support and execute the overall merchandising strategy

• Integrate with other planning processes, such as merchandise allocation

13

The assortment plan, then, provides the most effective way to balance the presentation

of merchandise to the customer. The properly assorted presentation ensures enough

selection without overstocking and strikes the right balance between breadth (e.g.

number of styles) and depth (quantity of each style). In addition, the good assortment

plan considers seasonality, to provide the right merchandise flow.

Because assortment planning addresses the most detailed element of merchandising to

the customer - the items for sale - the process is often very detailed and time

consuming.

Space Planning

Space planning systems can be split into two types - numeric and visual. Numeric

planning systems simply allow users to take account of space available and to

calculate ratios like return on space. Visual systems allow users to create 3

dimensional walk-through models of the stores and to preview the look of a store once

ranging decisions have been made.

Factors to Consider in Product Selection

Choosing a product for your retail store to sell may very well be the most difficult

decision you will need to make when starting a retail business. The choices are

limitless and the task may be overwhelming at first. Not only should there be a

demand for your products, but it must be profitable and something you enjoy selling.

Before you commit to a product or product line, consider the following factors while

deciding what products to sell.

Marketability

Let's face it, it won't matter what products you sell if your customers aren't buying.

Before considering what product to sell, determine what market you want to sell to.

Once you know what kind of customer you want, then you'll be able to determine

their needs.

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If your products only appeal greatly to some people, it may not be enough to sustain a

business. Your product selection doesn't have to appeal to all of the population but it

should be something you can convince a large percentage of shoppers they need.

Profit Margin

Selling big ticket items is generally more profitable, but can require more credibility

to sell. When you look at the price of the product, don't forget to calculate direct and

indirect costs (like overhead) of selling your goods. If you think you can sell 50

widgets a day for $1.00 each and the widget cost you $.50 each, it may look like you

have a profit of $25 per day. But when you learn your overhead expenses average $20

per day, you may find your profit isn't sufficient even though sales are good. The best

selling products won't ever earn any real money if your margin is too small.

Consumable

Choose a product with recurring sales value. A consumable item that needs to be

replaced on a regular basis is one way a retailer can establish long term sales. By

establishing a customer base with recurring products, customers will continue to come

back to you to buy more as they use up the products. Additionally, satisfied customers

are more open to recommendations for related products.

What's Popular?

When it comes to selecting products to sell based on what's popular, timing is

extremely important. New trends and products can be a great boost to your business

but you'll need to be at the beginning of the product lifecycle in order to be successful.

Learning to pick a hot product before it becomes hot is a valuable skill that comes

from knowing your market.

Competition

Competition is healthy and there are ways other than volume and price a smaller store

can compete with larger retailers. On the other hand, the more unique the product, the

less chance of competition.

15

Private Label

One way to guarantee having a truly unique product line is to make the item yourself.

Another way is to partner with a small business that makes a product you would enjoy

selling. Also consider private label products which will allow you to brand an item

made by another person.

Quality

When deciding which products to sell in your store, ask yourself the following

question. Is this product something I would give my dearest friend? If not, you may

want to keep looking. Product quality is extremely important when your reputation is

on the line.

Diversity

Keep your product offering simple in the beginning. If your product line is narrow

and focused, then your marketing efforts can be just as tightly focused, which will

bring you the best results for your marketing dollars. As your business grows, so can

your product line as long as you keep new products compatible with the type of

business, your location and your market.

The key to having a successful business is to know your products and to believe in the

merchandise that you are selling. If you do not believe in the product yourself, then

you probably won't be successful at selling it. Keep brainstorming and you'll find a

product or product line that meets both the needs of your target market and your own

ability to locate it, purchase it and resell it.

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CHAPTER – V

RESEARCH METHODOLOGY

The data for this study was obtained through Primary & Secondary sources.

Primary sources include:

o Direct interaction with the customers :-

For knowing the purchasing habits and preferences.

o Direct interaction with shopkeepers

• To find out the product assortment at their stores & the effect of the

entry of organized retail outlets in their respective catchments on their business.

Secondary data was collected through company records.

17

RESEARCH DESIGN

Data collection

Data for this study is obtained from Primary & Secondary sources. Primary sources

include observation, market surveys and interviews. Secondary data has been

collected through company records.

Research Design

The research conducted was both observatory and descriptive in nature. The

data was collected basically through a field survey using observation. The

research design employed was descriptive research, as it was most suitable.

Sampling size

40-50 stores were surveyed in each catchment area.

Data source

• Primary data

The primary data was collected through observation and survey in competitor

retailer stores in the segmented area prescribed by our leading manager, we

carried with us the 3,500 SKU list which reliance fresh stocks along with

informal interviews with the company personnel. Much of the information was

collected this way.

18

The main aim of selecting the primary source is that it is necessary to know the

current relevant data and information of retailers and consumers and also to

know about the changing preferences and expectations of the consumers.

• Secondary data

The secondary data was collected from Reliance Industries documents especially the

3,500 SKU list and other internet resources. The secondary data was also collected

with the help of News paper and Journals.

19

CHAPTER – VI

ANALYSIS AND FINDINGS

Every week we were assigned a particular location in Delhi and NCR. We used to go

the location and conduct a market survey for some 40-50 kirana stores, confectionery

shops, bakeries, and some organized retail stores with the aim to find out most

preferred or most sold SKUs (or brands) in those locations. The report, then, was

submitted to the management which helped them plan the SKU’s to be kept in the

Reliance Fresh outlets in the particular catchments. The total number of catchments

covered was 8, and the products were categorized as business units under the

following heads:

S.No. Business Unit1 Apparel and Luggage2 Equipment3 Automotive4 Non Food5 Food6 Footwear7 Furnishing and Décor8 CDIT9 Home10 Lifestyle11 Pharma

Analysis & findings hereby follow:

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Location I:

NIT 5, Faridabad, Haryana

Market Overview:

1. Consumers range from lower middle to middle class to price conscious

consumers.

2. Small stores lack proper infrastructure

3. Lack of variety in branded items and exhibit haphazard display.

4. Food category dominated by local unbranded items eg: flour, loose

pulses, rice, namkeens etc.

5. Non-Food market relatively scarce

6. Lot of popular brands absent.

7. Lower price brands more popular.

8. Malls include:

Eldeco group's Station One

Mall Manhattan

Eros Group's EF3

E Square

New branded retail store coming up, adjacent to Reliance Fresh,

named '6 to 11'.

Customer feedback for kirana stores

1. They feel that the kirana stores are fulfilling their needs and have an

edge over the retail stores as they extend credit facilities, home delivery and the

customers have a long standing relationship with the consumers.

2. Kirana stores are experiencing a slight decrease in sales due to entry of

the organized retail outlets.

21

For Reliance Fresh

1. They like the ambience and the service provided by the personnel while

shopping; in addition they were happy as they were provided the facilities of

drinking water and washrooms not matched by any of the small retail stores.

2. Some people feel that most of the schemes are not very beneficial as they

get almost the same amount of discount in the kirana and provisional stores.

Summary of SKUs for Business Units after a survey of 42 retail shops in

vicinity of Reliance Fresh, Faridabad, Delhi

S.No. Business Unit No. of SKUs

Not in any

Reliance SKUs list1 Non Food 225 302 Food 2025 307

Total 2240 337

0

500

1000

1500

2000

2500

Non-Food Food

No. Of SKUs

Not in any Reliance SKUs List

22

List of SKU’s preferred in Faridabad, but not present in the original list of 3,500

SKU’s prepared by Reliance Retail Ltd.

Food Non-Food

Shri Sai Bhog AttaDucks Waffy

biscuits strawberry

V-John Shaving

Cream

Nippo AA size

batteryAjanta Baking

Powder

Ducks Waffy

choco biscuits

Hari Darshan

Aggarbatti

Shakti AA size

Battery

Jindal Blended oilDucks waffy

vanillaMadhusudan Ghee

Wills classic ultra

mild cigarettes

Coca Cola 300ml Doaba Ghee 5kg Joe AggarbattiWills classic Mild

cigarettes

Pepsi 300mlParas 1 ltr, mineral

waterAxe Deo

Drainex Pipe

Unblocker

Thumsup Cobra DeoSuper Max Shaving

Blade

Competitor Analysis

The following stores have the largest stocking of different SKUs in foods

category which present a serious competition to Reliance Retail in Faridabad

Area.

S.No. Store Name No. Of SKUs1 Mangla Provision Store 4702 Bajrang Kirana 3473 Kataria Gen. Store 3344 Jindal Store 3305 Bhagat Gen. Store 309

23

Mangala Provision Store

Bajrang Kirana

Kataria General Store

Jindal Store

Bhagatt Genral Store

Mangala Provision Store Bajrang Kirana Kataria General Store Jindal Store Bhagatt Genral Store

`

24

Location II:

Uttam Nagar, New Delhi

Market Overview

1. Consumers range from lower middle to middle class to price conscious

consumers.

2. Stores provide all essential commodities, with an emphasis on food items.

They however lack proper infrastructure, and exhibit haphazard display.

3. Presence of essential commodities with emphasis on food items.

4. Small stores cover most of the popular branded food items but lack in variety.

5. Popularity of local brands in the category of namkeens and biscuits.


7. Market was dominated by wholesale shops.

8. It was surprising to find that the dairies and bakeries stocked an assortment of

kirana items.

9. Other retailing giants include Big Apple & Subhisksha


1. They feel that the kirana stores should stock the essential items, due to

which customers are drawn towards the organized retail outlets.

2. Long standing relationships with customers relevant and valued.

For Reliance Fresh

1. Presence of essential commodities is appreciated,

2. The ambience gives them a wholesome shopping experience.

3. More schemes should be introduced.

25


vicinity of Reliance Fresh, Uttam Nagar, Delhi


Not in any

Reliance SKUs list1 Non Food 319 462 Food 1942 335

Total 2261 381

0

500

1000

1500

2000

Non-Food Food

No. Of SKUs


List of SKU’s preferred in Uttam Nagar, but not present in the original list of

3,500 SKU’s prepared by Reliance Retail Ltd.

Food Non-Food

Hathi Brand Atta Fun Flips Cycle agarbatti 20 stick Ship matches

Gokul flour mills Nat-Khat Haridarshan 20 sticks aggarbati Home matches

Sai brand Crax Nippo Alkaline AA Battery Vi-John

Gowardhan flour mills

Coca Cola 300 ml bottle

Sony AA size pack of 4 Navy Cut regular

Parle Poppins Harvest Gold bread Wills classic regular cigarettes Red and White

Satmola Perfect breadWills classic mild

Vicco toothpaste 100gm

Coffee Bite Uttam Sugar 1 kg Wills classic ultra Milds Ghadi detergent

Vicks Modi Sugar 1 kg

26

Raj Hans brand atta Pepsi 300 ml bottle

Rose Brand Thums Up 300 ml bottle

Chlormint Anmol Yummy 75 gm

Hajmola Candy Jindal oil 1 litre

Competitor Analysis:

Following stores have the largest stocking of different SKU's in foods category

which present a serious competition to Reliance retail in Uttam Nagar catchment

area.

S.no Store name No. of SKU's1 Big Apple 15432 Subhiksha 13473 Saraswati 12974 Arora Gen. Store 12855 Khandelwal Store 12306 Aggarwal Traders 969

Subhiksha

Saraswati

Arora Gen StoreKhandelwal Store

Aggarwal Traders

Big Apple

Subhiksha Saraswati Arora Gen Store Khandelwal Store Aggarwal Traders Big Apple

`

Location III

Welcome, Seelampur

Market Overview

27

1. Consumers range from lower middle to price conscious consumers.

2. Stores predominantly provide food FMCG items. They however lack proper

infrastructure, and exhibit haphazard display.

3. There is a sabzi mandi closeby, which suffices the FNV demands of

customers, resulting in less people coming to retail stores for food items

4. Popularity of local brands in the category of food FMCG.

5. Lack of variety in non-food FMCG products


7. Market dominated by kirana stores.

8. Organized retail outlets scarce.


Kirana stores should stock more non-food FMCG products.

For Reliance Fresh

1. More variety in food & non-food items is appreciated.

2. The ambience gives them a total shopping experience.

3. Customer loyalty programmes are very popular.


vicinity of Reliance Fresh, Welcome, Delhi


Not in any Reliance

SKUs list1 Non Food 326 51

28

2 Food 2006 435Total 2332 486

0

500

1000

1500

2000

2500

Non-Food Food

No. Of SKUs


List Of SKU’s preferred in Seelampur but not present in the original list of 3,500

SKU’s prepared by Reliance Retail Ltd.

Food Non-FoodMango sip 200 ml

juice Nat-Khat Snacks

Cycle agarbatti 20

stick Ship matches

Ashoka loose atta Crax Snacks

Haridarshan 20 sticks

aggarbati Home matchesPostman 1 litre

edible Oil Amul Chocolates

Nippo Alkaline AA

Battery Vi-John

Chloromint Candy Jindal Oil 1Ltr

Sony AA size pack of

4 Navy Cut regular

Satmola Candy Baba Mustard Oil Wills classic regular Red and WhiteNilons mango pickle

300 gm

Baba Mustard Oil

500ml Wills classic mild

Vicco toothpaste

100gm

Fun Flips Snacks Shahji mixture

Wills classic ultra

Milds Ghadi detergentBaba mustard oil

500ml

Competitor Analysis

Following Stores have the largest stocking of different SKU's in Foods category,

which pose a serious competition to Reliance Fresh in Subash Nagar catchment Area.

29

S.No Store Name No. of SKU's1 Man Moti Store 3412 Prem General store 2563 Singh General Store 2414 Mahesh Store 2335 Satya Prakash & Sons 230

Man Moti Store

Prem General Store

Singh General Store

Mahesh Store

Satya Prakash & Sons

Man Moti Store Prem General Store Singh General Store Mahesh Store Satya Prakash & Sons

`

Location IV

Subhash Nagar, New Delhi

Market Overview

1. Consumers ranging from lower middle to middle class.

2. Consumers more utility conscious than just price conscious.

3. Presence of essential commodities with emphasis on food items.

4. Covering most of the popular branded food items but lack of variety in

them.

5. Large number of small & medium retail shops.

6. Dairies and bakeries in plenty.

30


1. Kirana stores should stock more variety in non-food FMCG products.

2. Long standing relationships with customers relevant and valued.

Customer feedback for Reliance Fresh

1. Variety in popular branded food items appreciated.

2. The ambience gives them a wholesome shopping experience.

Summary of SKUs for business Units after survey of 38 Retail Shops in the

vicinity of Reliance Fresh Store, Subhash Nagar, New Delhi

S.No. Business Unit No. of SKU’s

Not in any Reliance

SKU’s list1 Apparel and Luggage 83 632 Non Food 225 223 Food 391 26

TOTAL 699 111

050

100150200250300350400

Apparel &Luggage

Non-Food Food

No. Of SKUs


List of major SKU’s preferred in Subash Nagar but not present in the

original lists of 3,500 SKU’s prepared by Reliance Retail Ltd.

FOOD NON-FOODBrick Article Description Brick Article DescriptionAtta

Shakti Bhog looseAir fresheners/deodorisers

(non powered)Garden fresh 200ml spray

Fibre rich loose Agarbatti Shubhmangalam (20 sticks

31

box)

Basmati rice

Lal quila loose Haridarshan(10 sticks box)Aashirwad 10 kg Baby feeding bottles Johnson & johnson 250ml

Anmol 5 kg Battery Nippo(aa size)Amanat basmati 10kg

CigarettesWills (10 pcs) large

Besan Hatthi besan 1 kg Gold flake (10 pcs) large

Blended oilSweekar 5l Classic (10 pcs)Sweekar 1l Shaving accessories Godrej shaving brush

Bubble gums Big bubbleHousehold disinfectants

Rocky phenol (local)

500ml

CandiesCloro mint 50 ps. Trishul 500ml

Coffee bite Genda phenol 500mlLocal/ unbranded Laundry detergents 555 bar

Ghee Anmol ghee 500 ml Oral care aids (0n powered) Classic soft (med.size)Core biscuits Anmol 50gm

Matches

Home lite rs.5 boxDates Loose unbranded Haathi (Rs.0.50 box)

EggRegular white shell

eggs

Smart Lite(Local)(Re.0.50

box)Maida Local/Unbranded Pipe unblockers Kiwi Drainex 50gm pp

Mouth fresheners Paas-Paas Shaving blades Vijay (10 pcs)

Competitor Analysis


which pose a serious competition to Reliance Fresh in Subash Nagar catchment Area.

S.No Store Name No. of SKU's1 Subhiksha 3632 Goel store 3663 Vishal store 3634 Manocha store 3615 Om Prakash & Sons 239

32

Subhiksha

Goel Store

Vishal Store

Manocha Store

Om Prakash & Sons

Subhiksha Goel Store Vishal Store Manocha Store Om Prakash & Sons

`

Location V:

Gandhi Nagar, Delhi

Market Overview

1. Consumers range from lower middle to price conscious consumers.

2. Stores predominantly provide food FMCG items. They however lack proper

infrastructure, and exhibit haphazard display.

3. Popularity of local brands in the category of food FMCG.

4. Lack of variety in non-food FMCG products


6. Market dominated by kirana stores.

7. Slump market conditions.

8. Organized retail outlets absent.

9. Dairies & chemists in plenty.


33

1. Kirana stores should stock a variety of essential items, absence of which

draws customers towards the organized retail outlets.




3. Some people feel that most of the schemes are not very beneficial as they

get almost the same amount of discount in the kirana and provisional stores.

Summary of SKUs for business Units after survey of 32 Retail Shops in the vicinity

of Reliance Fresh Store, Gandhi Nagar, Delhi

S.No. Business Unit

No. of SKUs

present in the list

Not in any Reliance

SKUs list1 Equipment 6 42 FMCG-Non Food 391 133 Food 825 1424 Pharma 51 0

Total 1273 159

0

200

400

600

800

1000

Equipment Non-Food Food Pharma

No. Of SKUs


List of major SKU’s preferred in Gandhi Nagar but not present in the

original lists of 3,500 SKU’s prepared by Reliance Retail Ltd.

FOOD

34

Brick Article Description Brick Article Description

Noodles

Mayos Himalya

Snacks

Core biscuits

AnmolLocal Golmol

100 % juiceFrugo apple Funfill orangeFrugo mix apple Funfill creamTuk 3 Funfill strawberry

Atta

Apna bhog

(unbranded)

Core Biscuits

CoconuttyGreen Soy atta Smackles

BesanAhaar 500gm Anmol-gAahar 1kg Choco bite

Blended oil Jindal oil 1litre DonBlock chocolates Amul chocolate Cheese cracker

Candies and

bubble gum

Nutune gulkand box Spigadora crackers

Pan pasand box Wheat man cookiesCheese spread Milk Man Wheatman milk suji toast

Chocolates Amul Milk ChocolateDry bakery cookies

NottyChutneys Renia Maini Eaton

Cooked ghee Gopal Jee Ghee 1 kgEnergy drinks

EnergiserDahi Unbranded Dahi Power horse

Dessert ready

mixes

Jodhpuri moong dal

halwaHoney

Mehsons honeyAwadhi badam halwa

Jellies

Weikfeild orangeBombay halwa mix

local Weikfeild strawberryBasundi mix

MaidaPost man 500gm

Gits rabri mix Post man 1kgGits phirni mix Unbranded maidaGits kaleva Mineral water Volga

Flavoured milk

Gopal elaichi Mozzarella cheese Chaudhary cheeseGopal soft kesar

elaichiMurmurre

Local brandGopal pista badam

Mustard oilMoti mustard oil

Gopal butterscotch Hardil mustard oilFresh cream cake Perfect

Moong dal

Golden sabut 500gmGhee Vasudev 500ml Golden moong sabut1 kg

Herbs spices Origano Organic dals unbranded

Other dry fruits Grade group kaju

Kanodia brand mustard oil

1 litre,2 litre,20 litreGrade group pista Ready to serve (RTS) Ricela 1litreGrade group acrot Rusks & baked biscuits Veer jee rusk

Other flours

Smith & Jones Corn

floursSMP

100 gm skimed milk

powder poly pouchOther sauces Chings green chilli Soya milk Godrej-sofit

35

Pickles

Pacranga Carrot

Pickle

Soya nuggets

Soy dayAchar Pachranga Ahaar soya granules

Raw Rice

Doon Mini Dubar 5

kg Nutrela Doon Mini Dubar 10

kg Savour nutriUnbranded Rice

Type1

Spices - others

Dabur garlicUnbranded

Hyderabadi Pulao Dabur gingerUnbranded Standard

Rice Dabur garlic gingerVeetee rice Home made masala

Sugar Shagun 5 kg.

Smith jones fish curry

paste Tea packed leaf CTC Leaf Tea Whole Wheat Bread Harvest Gold

EQUIPMENTSBlood pressure monitor Sphygmomameter

First aid–accessories Chi Swing IBPFirst aid-ice/heated pack J&J forehead hot & cold pad

Thermometers Digital thermometer Mt 301-IBP

NON-FOODBrick Article Description

Baby diapers (disposable) Teddy SML 5 pcs

Cigarettes

Wills Navy Cut Light 10pcs. LargeGold Flake 10 pcs. LargeHawda bidis 10pcs. LargeFlake 10pcs. LargeFour square 10pcs. LargeIndia Kings 10pcs. LargeWills Classic 10pcs. Large

Dental cleansing Vicco 100gm

36

Hair colour Neha mehendi 100gmLaundry detergents Ghadi detergent powder 200gm

Matches Home liteShaving preparations Vi-john

Competitor Analysis


which pose a serious competition to Reliance Fresh in the Gandhi Nagar catchment

Area

S.No Store Name No. of SKU's1 Venus Store 3362 Mahaveer General Store 3363 Uttam General Store 3354 Ramesh Store 3265 Bhola Shanker Namkeen Bhandar 321

Venus Store

Mahaveer General Store

Uttam General Store

Ramesh Store

Bhola Shanker Namkeen Bhandar

Venus Store Mahaveer General Store Uttam General Store

Ramesh Store Bhola Shanker Namkeen Bhandar

`

37

Location VI:

Khandsa Road (Near Anaaj Mandi), Gurgaon

Market overview:

1. Majority of population belongs to middle and upper middle group.

2. Highly commercial market.

3. Local/unbranded products are more popular.

4. Presence of large number of retail giants in the vicinity.

5. Wholesale transactions predominant.

6. Kirana stores scarce.

7. Wholesalers sell to retailers

8. There is a food grain market close by, which suffices the demands of

customers living around, resulting in lesser people coming to retail stores for

food items.

38





of Reliance Fresh Store, 422/18, Khandsa Road (Near Anaaj Mandi), Gurgaon.

S.No. Business UnitNo. of

SKUs

SKUs not found

in any list4 Non Food 429 705 Food 828 369 Home 50 43

10 Lifestyle 59 1511 Pharma 31 3

Total 1397 167

0

200

400

600

800

1000

Non-Food Food Home Lifestyle Pharma

No. Of SKUs


List of major SKU’s preferred in Khandsa Road but not present in the original list of

3,500 SKU’s prepared by Reliance Retail Ltd.

FOODBrick Article Description

100 % juice

Real TwistHaldiramFresh goldMishrambu

Cow Milk GaganDahi Loose

GheeAnmolVita

Jaggery LooseJellies Kissan

Mineral water bisleri mountain water

39

Mouth fresheners Passpass

Whole

Harvest Burger Bread Buns

225 gmHarvest Bread Healthy Whole

Wheat Bread 400 gmHarvest Bread Soften French

Bread 250 gm

NON-FOOD

Brick

Article

Description Brick

Article

DescriptionAfter Shave Care Vi-john

Cigarettes

Wills

Air fresheners/Deodorisers

(non powered)

Haridarshan

agarbatti Gold flakeHaridarshan

dhoop ScissorsLotus Benson & hedgesMysore sandal 555 patakaPremium Four squareTaj Kartoos

Goodlook Cleansing/Washing/Personal

Fair & lovely 75

gm.Cycle Joy 75 gm.

Antiperspirants/deodorants Axe 100mlCotton wool products

J & J Ear buds

75pcs.Playboy 125 ml Dental cleansing Vicco PowderMTV 125 ml

Facial tissue/handkerchiefs

(disposable)

BiotiqueBaby feeding bottles Bonny Beeta

BatteryNippo JollyBpl All day wipesEnergizer General/Personal

hygiene/Other

Daffodils

Bleach Ala bleach S R foilsLaundry detergents Ghadi 1kg pwd

Hair colour

Colormate

Oral care/aids (non

powered)

Classic tooth

brush Moon starAquafresh tooth

brush Black rosePipe unblockers Drainex Hair shampoo Sunny 100 ml.Shaving blades 555 blades Hair styling (non powered) Simco

Vijaya blade Lomani

40

Vidut blade

Hair care products other

Rahat roohShaving Razors

Disposable (non powered) Vidyut Cantheridin

Shaving preparations

Vi-john shaving

cream Household cleaning/care

aids

LocalEmami shaving

cream Fabler brightNivea shaving

creamHousehold disinfectants

LocalCobra shaving

cream

Skin drying powder

Boroft talcum

powder

Sun protection productsGarnier

Vaseline talcum

powder

Toilet cleaning products

Chand toilet

cleaner

Liril talcum

powder Sun toilet cleaner Z talcum powder Taj toilet cleaner Nivea

Toilet paperS R Toilet Roll

MatchesHome

Beeta Classic lite

HOMEBrick Article Description

Fridge bottle Fridge bottle - PearlpetJug MiltonFacial tissue (wet & dry) Beeta tissue box 100 sheet

LIFESTYLEBrick Article Description

Ball pens

CelloMontexReynoldsPentekPierre CardinParker

Combi kit6 water col CK/5

Wax crayon-pencil, notepadElastic bands Unbranded

ErasersFaber-castleApsara

Fragrances Fa Variants -175mlLip balm VaselineLip gloss Lipguard

SharpnersApsaraNataraj

41

PHARMABrick Article Description

Antacids/Indigestion/Flatulence Remedies Crorepati goliAntiseptics BorolineDietary Aids/Other Glucon - D 100 Gm

Competitor Analysis

Following stores have the largest stocking of different SKU's in foods category, which

pose a serious competition to Reliance Fresh in Khandsa Road catchment Area.

S.No Store Name No. of SKU's1 Today Store 6462 Tapodhani Store 6333 Jagdamba Store 5624 Hemant Store 5605 Needs Store 513

Today Store

Tapodhani Store

Jagdamba Store

Hemant Store

Needs Store

Today Store Tapodhani Store Jagdamba Store Hemant Store Needs Store

`

42

Location VII:

Zamroodpur, GK-1, New Delhi - 48

Market Overview

1. Plethora of markets with designer wear stores and modern retail outlets.

2. Greater Kailash hosts one of the busiest markets in New Delhi (The M-Block

market), which sells an assortment of products and commodities as well as

very good eateries.

3. There are life-style shops and restaurants like Mcdonalds, Pizza Hut, and two-

level Benetton and so on.

4. Wide range of inexpensive items from the roadside stalls.

5. Kirana stores less in number

6. Limited number of SKUs stocked at kirana stores.

43


of Reliance Fresh Store, Zamroodpur, GK-1, New Delhi - 48 (Near Lady Sriram

College)


Not in any

Reliance SKUs

list1 Equipment 8 42 Non Food 353 533 Food 487 127

TOTAL 848 174

0

100

200

300

400

500

Equipment Non-Food Food

No. Of SKUs


List of major SKU’s preferred in Zamroodpur but not present in the original

lists of 3,500 SKU’s prepared by Reliance Retail Ltd.

FOOD

Brick

Article

DescriptionBrick

Article

Description

Atta Ashoka Loose Egg

Loose: regular

white shell eggs

Blended oil Jindal Oil 1 litre

Fruit based

(mango)Slice 300 ml btl

Block chocolates

Amul chocolate 50

gm.

Health supplements

others

Glucon-D orange

200 gm

CandiesHajmola candy re.

0.50 per pcsJams

Kissan mixed fruit

jam Rs.2 pouchCandies Chloromint Maida Loose maida

CandiesVijeta orange Re.

0.50 per pcs.Namkeens

Murmurre 50gm

(local)Chips Haldiram classic

chips 15g pp (rs.3)

Mustard oilBaba oil 1litre pet

Lays masala chips Baba oil 500ml pet

44

15g pp (Rs.5)

Clear

7 Up 300 ml bottle Baba oil 15litre tinSprite 300 ml bottle Baba oil 5litreMountain Dew 300 Hardil mustard oil

Limca 300 ml

bottleNamkeens

Duggar mikture

Colas

Coca-cola 300 ml

bottle Shahji mixture

Pepsi 300 ml bottle Noodles

Magic: Fry

noodles, ready to

eat 10gm packThums Up 300 ml

bottle

Other dals

Kala chana 1kg

CookiesKrown gold

cookies 100 gm pp Kala chana 500gm

Core Biscuits

Krown gold

premium biscuits

250 gm pp Malka red 500gmAnmol yummy

75gm Packaged water

Royal blue 500 ml

petAnmol-G 75gm pp Royal blue 1 lt pet

Britania Tiger

cream biscuits

165gm pp

Poha

Loose pohaP gold–Marie Lite

Biscuit 16 gm ppRava / sooji

Loose unbrandedUrad dal Loose urad dal

Raw rice

Loose rice type 1-4

100 % juice

Mango sip 200ml Loose sona masoori

Safal 200ml

Loose parmal

regular

Blended oil

Good health 5 litre Raw rice Loose standard rice

Nafed 5 litreSoda / mixers

Royal blue soda

500Candies Coffee bite Soya nuggets Nutrela

Loose candiesSpices - others

Dabur garlic ginger

paste

Nancy

Namkeens Bikaneer mix

namkeen 400 gmSolano re.0.50 per

pcs Bikaneer pouchVicks Crax-Mast mattar

45

10 gm pack

Chips

Chut kut

Haldiram Taka-Tak

15gm pack

Fun flips

Pooja all in one

150g pack

Golmaal

Pooja aloo bhujia

400g pack

Krackkur

Pooja chana chor

150 gm

Krishna

Pooja falhari

chiwda 150g pp

Lip chip

Pooja kashmiri mix

200g pack

Yellow's diamond

Pooja panchratan

mix 150g packHealth supplements Glucon-D Other dry fruits Batashe loose

Instant coffeeBru instant coffee

13gm sachet

Packaged

Amrit Taaza breadMineral water Kingfisher 1litre Golden bite bun

Mouth fresheners

RajdarbarFarmer's city fresh

max 400 gm bread

RajnigandhaLord's bite bread

200gm

Mustard oil

Balaji Packaged water Oxyizer 1ltr

Ashirwad 1lt

Rusks & baked

biscuits

Wah taj 350 gm

Spices – masala

Golden OK meat

Masala 100gm

Britania rusk 350

gm packMDH Garam

Masala 100gm Shaktimaan toastOK Garam Masala

100 gm pack Salt Surya 1kgSatmola Jaljira

pow. Re.1 sachet Tea packed leaf

Nova tea 100 gm

packLocal turmeric Ketchups Hilltop 500ml

Competitor Analysis

46

Following Stores have the largest stocking of different SKU's in Foods category, but

none of them pose much competition to Reliance Fresh in the Zamroodpur catchment

area as almost all of them are small retail shops having limited number of SKU’s.

S.No Store Name No. of SKU's1 Brij Lal Senjay Kumar 2992 Shiv Store 2763 Dinesh Store 2634 Sukda Store 2565 Vijay Store 249

Brij Lal Senjay Kumar

Shiv Store

Dinesh Store

Sukda Store

Vijay Store

Brij Lal Senjay Kumar Shiv Store Dinesh Store Sukda Store Vijay Store

`

Location VIII:

Majlis Park, Adarsh Nagar, New Delhi – 33

Market Overview:

47

1. Mix Population ranging from lower income group to higher middle income

group

2. HLL has an efficient distribution network in the area because of regular and

frequent visits of their sales men and Supervalue Stores

3. Presence of Retailors like Subhiksha and 6 Ten in the vicinity. Big Bazar and

Big Apple are in negotiations with many people regarding site for opening

their outlets

4. Majority of the stores had large number of SKUs

5. Almost whole population in the area feel that big organised retailers like

Reliance, Subiksha, Big Apple etc. are operating in loss, as they aim at

eliminating small unorganised retailers

6. Nearby there is Azadpur Mandi which results in less people coming to Retail

Stores for Food items.

Summary of SKUs for business Units after survey of 35 Retail Shops in the

vicinity of Reliance Fresh Store, Majlis Park, Adarsh Nagar, New Delhi-33 (Near

NDPL office)


Not in any

Reliance SKUs list2 Equipment 15 44 Non Food 353 325 Food 734 119

Total 1102 155

0

200

400

600

800

Non-Food Food Equipment

No. Of SKUs


List of major SKU’s preferred in Adarsh Nagar but not present in the original

lists of 3,500 SKU’s prepared by Reliance Retail Ltd.

48

FoodBrick Article description Brick Article description

100 % juice Tuk 3 (1litre) orange Ghee

Madhusudan 5 litre

jar

AttaAshoka loose

Health supplements

others

Glucon-D orange 200

gm Apna bhog loose Jaggery Jaggery (Gur) looseSafal loose atta Maida Loose Maida

Blended oil Jindal oil 1 litMustard oil

Tez mustard oil

500mlBlock

chocolates Amul chocolate

kanodia brand

mustard oil 1ltr,2ltr

Candies

Hajmola candy

re.0.50 each

Namkeens

Bombay Chana 200

gm pack (Local)Mango mood

re.0.50 each

Shahji Mixture 250

gm (Local)Pan pasand re.0.50

each

Sanskriti Mixture

(Local)

Channa dal

Chana dal regular

500gm Other flours

Gopaljee Dalia

500gm pack

Chana dal 2 kgPickles

Mothers Madras

Onion Pickle 400gmCheese spread Milk man Salted biscuits Time Pass 150 gm

Chocolates Amul milk chocolateSoya nuggets

Nutrela 200 gm Core biscuits Golmol 100gm Loose

Cream biscuitsFunfill orange cream

100gm

Spices - others

Dabur garlic paste

50gm

Instant

powders

Gopaljee milkshake

pwdr kulfi flavour

200gm

Dabur ginger paste

50 gm.Goaljee milkshake

pwdr strawberry

flavour 200gm

Dabur garlic ginger

paste 150gmGopaljee badam

shake powder

200gm

Homemade masala

200gm tp

Cream biscuitsAnmol yummy

75gm pp Tea bags Brooke bondInstant

powders

Gopaljee thandai

powder 200gm100 % juice

Safal orange juice

250ml

49

Core biscuits Anmol-g 75gm ppSpices - powder

Shyam jeera pwd 100

gm cbdCow ghee Paras cow ghee 1ltr Salt Divya salt 1kg pp

Dahi Loose dahiCookies

Parle may fair mini

butter cookies 20g pp

EggRegular white shell

fresh eggs loose

Parle may fair butter

cookies 70g pp

Flavoured

milk

Gopaljee elaichi

flavour 200ml

Core biscuits

Dip trix biscuit (free

spiderman mask) 18g

ppGopaljee kesar

200ml Bubble gums

Boomer jelly mango

100pcs boxGopaljee pista

badam 200ml

Boomer jelly

watermelon 100pcsGopaljee

butterscotch 200mlCandies

Parle kaccha mango

bite re.0.50 eachNutune gulkand box

50 gm.

Candies

Bonkers chews

re.0.50 each

KetchupsDabur homemade

tomato puree 200g

Bonkers chews stick

Rs.5 each

Chips

Funflips 35g pp

Cadbury's mr. Pop

lollypop (55gx55pcs)

box

Chips Haldiram's

Whoopies 11g pack

Cream biscuits

Anmol Lemon Maza

Cream Biscuits 250g

pp

Mustard oil

Pansari Mustard oil

1 litre PetChocolates

Cadbury's

CelebrationsPansari mustard oil

1/2 litre PetLotto Choco Pie

Ghee Madhusudan 15L tin Muffins Local/Unbranded

Maida

Maida, Delhi Mill

StagNamkeen

Kakaji Moong 35

gm.

PicklesLocal: thakurji-

mango 500g Pickles

Harnarayan Amla

Murabba 1kg Mineral water

H2G0 1 litre bottleHarnarayan gajar

Murabba 1kg Paras 1 litre bottle Spices - masala Chaman Achaar

Masala 1/2 kg tp

50

Noodles

Top Ramen 100 gm

Spicy Veg Cup

noodles

Chaman achaar

masala 1 kg jar

Top Ramen 100 gm

Mast Masala Cup

Noodles

Canned food

Ching's Secret Sweet

Corn kernels 500gm

tin

Competitor Analysis


which pose a serious competition to Reliance Fresh in Adarsh Nagar catchment

Area.

S.No Store Name No. of SKU's1 Subhiksha 7252 Randhir Store 6153 Barnala Store 5014 Mahadev Store 4375 Ahuja Store 3686 Gurunanak Store 345

Randhir Store

Barnala Store

Mahadev StoreAhuja Store

Gurunanak Store

Subhiksha

Randhir Store Barnala Store Mahadev Store Ahuja Store Gurunanak Store Subhiksha

`

51

Suggestions

52

CHAPTER – VII

SUGGESTIONS FOR RELIANCE FRESH

A. Reliance fresh should change their product assortment according to the

catchment areas.

B. The company should strive to stock local brands that are popular in a given

area to boost their sales.

C. In order to differentiate itself from other big retailers, the company should

come up with newer and more effective customer loyalty schemes.

D. Reliance can give the option of shopping on credit to its customers.

E. Reliance fresh can benefit from starting a home delivery service in areas

close to the shop.

F. More aggressive advertising campaigns should be undertaken so as to make

Reliance Fresh more popular and recognizable among common masses.

G. The Company should try to explore new formats in retail operations where

there is no competition to be the pioneer.

H. Company and sales force should concentrate more on strengthening their

retail and distribution relationship and communication.

I. Better storage facility, timely supply of goods and an effective system to

redress complaints.

J. More attractive promotional offers should be devised to attain customer

loyalty and retaining them for a longer time.

K. The company should make all out efforts to retain the competitive edge in

pricing over its competitors.

53

LIMITATIONS

54

CHAPTER – VIII

LIMITATIONS

1) The storekeepers were reluctant to give data regarding their shops and

hence we had to continuously probe for information.

2) To wait patiently, as we were on the learning front.

3) Some of the respondents were sometimes too casual while giving

interviews

4) Respondents sometimes had opposite views while having a discussion

with us on the retail sector coming up in India.

55

BIBLIOGRAPHY

56

CHAPTER – IX

REFERENCES AND BIBLIOGRAPHY

BIBLIOGRAPHY

• Marketing Management by Philip Kotler

• Statistical Measures by S.P.Gupta

REFERENCES

• www.ril.com accessed on Friday 15th June, 2007

• www.about.com accessed on 1st July, 2007

• www.retailindia.com accessed on 8th July, 2007

57

http://www.retailindia.com/

http://www.about.com/

http://www.ril.com/

Merchandise Planning forVariety & assortment Reliance Industries

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