Presentation on

Marketing Communication

Submitted toProf . Kamal Gupta

Submitted By-Group 3Hussain Ahmed (47)Pronita Dutta (33)Rashi Kumari (36)Sadhna Devi (37)

Introduction

Industry: Retail Type: SupermarketChairman & Managing Director: Mukesh Ambani

First Outlet: Hyderabad( Banjara Hills)Founded: 30th October 2006 Headquarter: MumbaiArea: 2000-4000 Sq. Ft. Website-www.ril.com

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.

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.

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.

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.

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.

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.

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

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.

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

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.

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.

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.

 

Role of Environment

• 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.

Suggestion RegardingChannel 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.

Suggestion RegardingChannel Management decisions

THANK YOU