MANISH Reliance Fresh Repaired)

8/8/2019 MANISH Reliance Fresh Repaired)

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2010

A STUDY ON EVALUATION OF CUSTOMER CENTRICITY

AT VALUE FORMAT RELIANCE FRESH STORES DELHI

Faculty guide:-

Sudeep choudhary

Name of student:-

Manish kr. goyal


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CONTENT

1. Student undertakings..2. Acknowledgement3. Executive summary ..................................4. Introduction ..

4.1Industry overview.4.2Title introduction..

5.Company profile.5.1History..5.2Retail format in India5.3Profile of the company5.4Organizational structure5.5Product mix of the company..5.6Food retail chain..5.7Competitors of reliance fresh..5.8Future plans of the company5.9Challenges for the company.

6.Objectives.7. Research methodology..

7.1Research design .7.2Sample size 7.3Limitations .

8.Data analysis and findings8.1Analysis of questionnaire

9.Mystery shopping .10. Recommendations.11. Appendices and references ..


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ACKNOWLEDGEMENT

The project of this nature is a learning task gave me exposure to understand the

retail sector in acute manners and stretching over a period of time, for

completing a project like this one takes the effort and quality inbuilt.

Although this project report is being brought in my name, it bears an imprint of

guidance and cooperation of many individuals. Several persons with whom I

integrated have contributed significantly to the successful completion of the

project study. In the successful & trouble free completion of my final term

project titled EVALUATION OF CUSTOMER CENTRICITY AT VALUE

FORMAT RELIANCE FRESH STORE, I am grateful to my project guide Mr.

Sudeep choudhary for the unflinching support guidance through out the project

by which I could manage to enrich my skills and got benefited with the hard

core learnings..

I would also like to thank all the staff members of store who shared their

precious time and experience with me.

Last but not the least, I extend my sincere thanks to the Institute for providing

the help that was needed.


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1. History:

Reliance Retail Limited (RRL) is a subsidiary of Reliance Industries Limited,

which is based in Mumbai. RRL was set up in 2006 and marks the foray of the

Reliance Group into organized retail. RRL has been conceptualized to include

growth for farmers, vendor partners, small shopkeepers and consumers. It is

based on Reliances backward integration strategy, to build a value chain

starting from farmers to consumers.

Important past events

Growth graph of the company and important events over the years. E.g. the

Demerger, any significant Mergers & Acquisitions

2. Business:

Reliance Retail Ltd. has a number of company-owned outlets along with a

franchisee format that would be in collaboration with Kirana shop owners. Its

various divisions are:

Reliance Mart

It is designed to be an all under one roof supermarket that again caters to

household needs.


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Reliance Fresh

Reliance fresh was the first amongst various format stores to be launched by

Reliance Retail Ltd. It currently has 453 stores operational across India and the

ideology behind the initiative has been to bring Farm to fork thereby

removing middle men and benefitting both farmer and consumer. The stores

would typically be of an area of around 3,000-5,000 sq ft. Each store is to

provide fresh fruits, vegetables and also products of Reliance Select and other

related groceries. Each store is to at least 50 employees, thereby giving

employment to around 1,500 people in the 30 new outlets. The retail major

plans to have a total of 100m sq ft of retail space in 800 cities by the calendar

year 2010 and generate revenues of $22 billion by the end of financial year

2011. Presently the Reliance Fresh store sizes are between 1100 sq ft and 7500

sq ft depending upon the location.


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Reliance Super

Reliance super will be a smaller version of the hypermarket format. It is to offer

over 10,000 products in various categories like grocery, home care, stationery,

pharmaceutical products, apparels & accessories, FMCG, consumer durables &

IT, automotive accessories and lifestyle products. Reliance Super stores are to

be large supermarkets with an area of 4,000 to 10,000 sq. ft. and will not sell

fruits and vegetables like Reliance Fresh.

Reliance Digital

Reliance digital is a consumer electronics concept mega store. It is designed to

be a one stop shop for all technology solutions in the field of consumer

electronics, home appliances, information technology and telecommunications.

The stores are to cover an area of more than 15,000 sq. ft. and offer a variety of

over 4,000 products spread across 150 brands along with solution bundles to

meet diverse customer needs. The staff will counsel and guide customers not

only to buy products but also provide complete solutions to ensure consumers

buy the right product at the right price. It will continue to offer Reliance One, a

common membership and loyalty program across all formats, which follows the


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philosophy Earn Anywhere, Spend Anywhere. It shall also provide finance

options for purchases. Reliance Digital is to be a large format store spread

across 15,000 to 35,000 sq. ft. and is scheduled to come up in 70 cities in India

in the near future.

Reliance Trends

Reliance trend is a specialty apparel store that will sell men, women and

childrens garments. The store will carry the best of national and international

brands like John Players, Peter England, Indigo Nation, Wrangler, Reebok, and

Lee, apart from in-house brands. The store layout is to compliment the evolving

taste and preference of fashion savvy consumers, giving them an opportunity to

view /shop with ease, along with well trained customer service associates, to

compliment the entire shopping process. By 2010, Reliance has planned to open

100 more stores across the country with focus on major cities. The company is

targeting a turnover of Rs. 20,000 crore ($5 billion) from this format. This is a

part of the US$ 25 billion (Rs. 100,000 crore) overall sales from retail business.

Reliance Wellness

Reliance wellness is a chain of specialty wellness stores that would offer pre-

emptive, curative as well as health and beauty solutions. The store is to add

value to peoples lives, by providing products and services that will proactively

work to enrich peoples body, mind and spirit. It is to house world class

products under one roof and also educate consumers on their health needs, thus

enabling them to take charge of their health. It will sell international and

national brands like H2O, Neutrogena, Olay, Sports Nutrition, etc. They will

also house alternate medicine, health books & music. The stores are to

showcase Wellness Events, Seminars, Workshops and Advisory camps on


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contemporary wellness issues like diabetes, hypertension, fitness, diet and

nutrition, weight management and skin care.

Reliance Footprints

Reliance footprints is a specialty footwear store that would offer over 25,000

pairs of formal, casual, ethnic, party wear and sports wear in men, women and

children footwear. The store is to be spread over 7,500 square feet and be

dedicated to footwear, handbags and accessories. The design of Footprint was

conceptualized by Pavlik of USA which is one of the best design houses in the

world keeping in mind the taste and preferences of the Indian consumer. It shall

offer brands from Europe and America like Josef Siebel, Rockport, Hush

Puppies, Lee Cooper Clarks, Levis, Nike, Adidas, Piccadilly, Dr. Scholls and

more. For kids, Crocs and Disney will be showcased. The store plans a pan-

India presence by opening over 15 more specialty stores.

Reliance Jewels

Reliance jewels is a stand-alone fine jewelry format. It is to be a one stopshopping destination for fine jewelery. Reliance Retail ventured into gems and

jewelry trade with the aim of launching 300 stores all over India within a 3 year

time frame. With a growing demand for jewelry and lower competition,

Reliance Retail Ltd. plans to overtake Tatas Tanishq by 2010. The gold jewelry

range shall include Kolkata Filigree, Rajkot minakari jewelry, Kundan from

Jaipur, Temple jewelers from Kerala, Jadau from Amritsar and more. In

Diamond jewelery, Reliance Jewels will offer the finest quality of diamonds and

the widest range of daily wear, party wear and wedding designs.

Reliance Timeout


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With over 56,000 products Reliance Timeout will offer customer an extensive

range of merchandise in books, music, stationery, toys and gifts. It is to a format

based on the ideology to provide a place where a consumer can unwind and

relax, browse and buy a book, sample some music, choose a gift, and buy a toy

or some exclusive stationery for themselves. Reliance Timeout will offer a

comprehensive range of products in these categories along with an attempt to

create a fascinating customer experience with a warm, lively ambience.

3. Corporate Structure

Reliance Retail Limited is the vision of Mukesh Dhirubhai Ambani who is also

the Chairman & Managing Director of RIL.

The Executive Directors are Nikhil R. Meswani, Hital R. Meswani, Hardev

Singh Kohli, PMS Prasad and R. Ravimohan. Ramniklal H. Ambani is the non-

executive and non-independent director.

Key Executives for RRL are:

Raghu Pillai - Director, Chief Executive and President of Retail Operations &

Strategy

Ajay Baijal President of Corporate Planning

Manu Kapoor Senior Vice-President of Corporate Affairs Division

Bijay Sahoo Head of Human Resources

- Stock : Listing and Performance over time

As Reliance Retail Limited is a subsidiary of Reliance Industries Limited it is

not listed separately on any stock exchange, it can only impact the prices of

Reliance Industries Limited.


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According to RILs annual report for 2008-09 Reliance Retail Ltd reported a net

loss of Rs. 20.24 crore on a revenue of Rs. 622.31 crore, Reliance Fresh

reported a net loss of Rs. 249.30 crore on a revenue of Rs. 1,778.06 crore,

Reliance Hypermart Ltd reported a loss of Rs. 51.84 crore on a revenue of Rs.

372.32 crore. Reliance Digital Retail Finance Ltd and Reliance Dairy Foods Ltd

to reported losses. Reliances retail businesses closed the year with an aggregate

loss of Rs. 557 crore on revenue of about Rs. 4,000 crore.

4. Subsidiaries

The information described under business divisions should be a part of

subsidiaries.

Throughout the years RRL has been successful in setting up more than 900

stores in 80 cities across 14 states in India to facilitate its multi-format store

strategy.

Various other subsidiaries listed under Reliance Retail Limited are:

Retail Concepts and Services (India) Limited, Reliance Retail Insurance

Broking Limited, Reliance Retail Finance Limited, RESQ Limited, Reliance

Financial Distribution and Advisory Services Limited, Reliance Retail Travel &

Forex Services Limited, Reliance Brands Limited, Reliance Integrated Agri

Solutions Limited, Reliance Lifestyle Holdings Limited, Reliance Universal

Ventures Limited, Strategic Manpower Solutions Limited, Reliance F&B

Services Limited, Reliance Agri Products Distribution Limited, Reliance

Leisures Limited, Reliance Food Processing Solutions Limited, Reliance Supply

Chain Solutions Limited, Reliance Loyalty & Analylitics Limited, Reliance-

GrandOptical Private Limited, Reliance Vantage Retail Limited, Reliance

People Serve Limited, Reliance One Enterprises Limited, Reliance Nutritional


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Food Processors Limited, Reliance Petro Marketing Private Limited, LPG

Infrastructure (India) Private Limited

INTRODUCTION:

The sale of goods or commodities in small quantities directly to consumers is

known as retailing. A "retailer" buys goods or products in large quantities from

manufacturers or importers either directly or through a wholesaler and then sells

smaller quantities to the end user.

Retail is Indias largest industry, accounting for over 10 percent of the countrys

GDP and around eight percent of employment. Retail in India is at the

crossroads. It has emerged as one of the most dynamic and fast paced industries

with several players entering the market. That said, the heavy initial investments

required make break even hard to achieve and many players have not tasted

success to date. However, the future is promising; the market is growing,

government policies are becoming more favorable and emerging technologies

are facilitating operations.

The Indian retail industry in valued at about $300 billion and is expected to

grow to $427 billion in 2010 and $637 billion in 2015. Only three percent of

Indian retail is organized. Retailers of multiple brands can operate through a

franchise or a cash-and-carry wholesale model.


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Retailing in India is gradually inching its way to becoming the next boom

industry. The whole concept of shopping has altered in terms of format and

consumer buying behavior, ushering in a revolution in shopping. Modern retail

has entered India as seen in sprawling shopping centers, multi-stored malls and

huge complexes offer shopping, entertainment and food all under one roof.

The Indian retailing sector is at an inflexion point where the growth of

organized retail and growth in the consumption by Indians is going to adopt a

higher growth trajectory. The Indian population is witnessing a significant

change in its demographics. A large young working population with median age

of 24 years, nuclear families in urban areas, along with increasing working-

women population and emerging opportunities in the services sector are going

to be the key growth drivers of the organized retail sector.


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Retailing formats in India

Malls

The largest form of organized retailing. Located mainly in metro cities, in

proximity to urban outskirts. Ranges from 60,000 sq ft to 7,00,000 sq ft and

above. They lend an ideal shopping experience with an amalgamation ofproduct, service and entertainment; all under a common roof. Examples include

Shoppers Stop, Piramyd, Pantaloon..


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Specialty Stores

Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer

Crossword, RPG's Music World and the Times Group's music chain Planet M,

are focusing on specific market segments and have established themselves

strongly in their sectors.

Discount Stores

As the name suggests, discount stores or factory outlets, offer discounts on the

MRP through selling in bulk reaching economies of scale or excess stock left

over at the season. The product category can range from a variety of

perishable/Non-perishable goods

Department Stores

Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer

needs. Further classified into localized departments such as clothing, toys,

home, groceries, etc.

Hyper marts / Supermarkets

Large self service outlets, catering to varied shopper needs are termed as

Supermarkets. These are located in or near residential high streets. These stores

today contribute to 30% of all food & grocery organized retail sales. Super

Markets can further be classified in to mini supermarkets typically 1,000 sq ft to

2,000 sq ft and large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft.

having a strong focus on food & grocery and personal sales. examples Big

Bazaars, Reliance hypermart.


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Convenience Stores

These are relatively small stores 400-2,000 sq. feet located near residential

areas. They stock a limited range of high-turnover convenience products and are

usually open for extended periods during the day, seven days a week. Prices are

slightly higher due to the convenience premium.

MBOs

Multi Brand outlets, also known as Category Killers, offer several brands

across a single product

Category. These usually do well in busy market places and Metros.

PROFILE OF COMPANY

Reliance Retail, Ltd. operates retail outlets in India. Its retail outlets offer foods,

groceries, apparel and footwear, lifestyle and home improvement products,

electronic goods, and farm implements and inputs. The companys outlets also

provide vegetables, fruits, and flowers. It focuses on consumer goods, consumer

durables, travel services, energy, entertainment and leisure, and health and well-

being products, as well as on educational products and services. The company

was founded in 2006 and is based in Mumbai, India. Reliance Retail, Ltd.

operates as a subsidiary of Reliance Industries, Ltd.


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Organizational structure

ZONAL MANAGER

CLUSTER MANAGER

AREA MANAGER

STORE MANAGER

ASSISTANT STORE MANAGER

SUPERVISOR

COMMERCIAL ASSOCIATE

CUSTOMER SERVICE ASSOCIATE


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Headquarters : Bombay Area, India

Industry : Retail

Type : Public Company

Status : Operating Subsidiary

Company Size : 10,001 or more employees

Founded : 2006

Product mix at reliance fresh

PRODUCT MIX OF RELIANCE FRESH

FRUITS &VEGETABLES STAPLE

PF, BEVERAGE, F&V NON-FOOD FMCG


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COMPETITORS OF RELIANCE FRESH

1. BIG APPLE

2. MORE

3. SABKA BAZAAR

4. FAIR PRICES

5. SUBHIKSHA

6. SPENCERS

Future Plans

The company's flagship chain Reliance Fresh sells staples and food items under

Reliance Select

Nearly 30 months ago, Reliance Industries announced an ambitious plans to

invest Rs 25,000 crore (Rs 250 billion) to expand its stores in the country to

take the advantage of organized retail in the country.

Initially, the company was planning to open 2,000 stores by 2008, and 5,000

stores by 2010, but due to a delay in delivery of properties, economic downturn

and demand slump the company had to scale back its expansion plans.


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Reliance Retail runs over 850 stores, which include stores for food and grocery,

consumer durables, beauty and wellness, jewellery, footwear, among others.

Its formats such as apparel chain Reliance Trends, beauty and wellness format

Reliance Wellness, consumer durable chain Reliance Digital have private labels

or are in the process of launching private labels.

"The whole idea of private labels is based on pricing and retailers get enough

volumes on their shelf at marginal costing. Retailers have an opportunity to sell

their private labels to kirana stores.

But it depends on their strategy on pricing and marketing right products," said

Naimish Dave, a director with OC & C Strategy Consultants.

Challenges facing the Indian Organized Retail sector

The challenges facing the Indian organized retail sector are various and theseare stopping the Indian retail industry from reaching its full potential.

I) Changing Consumer Purchasing Patterns

The behaviour pattern of the Indian consumer has undergone a major change.

This has happened for the Indian consumer is earning more now, western

influences, women working force is increasing, desire for luxury items and

better quality. He now wants to eat, shop, and get entertained under the same

roof. All these have lead the Indian organized retail sector to give more in order

to satisfy Indian customers so that customer stay loyal with the company.


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II) Lack of Retail Space

With real estate prices escalating due to increase in demand from the Indian

organized retail sector, it is posing a challenge to its growth. With Indian

retailers having to shell out more for retail space it is effecting there overall

profitability in retail.

III) Shortage of Trained Man Power:

The Indian retailers have difficultly in finding trained person and also have to

pay more in order to retain them. This again brings down the Indian retailers

profit.

IV) Poor Supply Chain

It is the supply chain that ensures to the customer in all the various offerings

that a company decides for its customers, be it cost, service, or the quickness in

responding to ever changing tastes of the customer.

The infrastructure in India in terms of road, rail, and air links are not sufficient.

This make a poor supply chain and companies have to depend upon

warehousing.


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OBJECTIVES

1. To get a sense of how well your company is serving customers.

2. To quickly reveal customer service problems that need to be addressed.

3. To evaluate the activeness of management in daily problems.

4. To evaluate their sales promotions and working mechanism.

5. To find potential opportunities for serving your clients that you may bemissing.


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1. Was the store entrance welcoming?

ANALYSIS AND SUGGESTION

About entrance 63% people are agree that entrance is attractive and 47 % people

give negative response.

Entrance is the area which is an essential factor affect the footfall in the store. It

must be clean and litter free to attract the customers. Entrance must be like an

invitation to the customer to eagously enters in the store.

0

10

20

30

40

50

60

YES NO

ATTRACTIVE ENTRANCE

ATTRACTIVE ENTRANCE


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In my Reliance Fresh Store, Entrance area was little unacceptable feel to the

customers. Sometimes I see a lot of trolleys resting there but nobody cares.

Moreover, there must be some attention generating advertisements or

promotion which could provoke customer to come in.


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3. Was the shop free of odor?


65 % respondents agreed that store in free from odor but 35 % against this point

of view.

Some of the customers complained that a lot of junk of garbage type vegetables

were there. Old Fruits and Vegetables be the main reason of odor in the store. A

person doesnt want to even stand on that place where unusual smell comes and

from here they purchase food item, you can imagine the impact of the stores

reputation after this incident.

0

10

20

30

40

50

60

70

YES NO

STORE IS FREE OF ODORS

STORE IS FREE OF ODORS


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dust then, what is the differentiation we are creating in our stores and a local

market shop.

Spot fill during the shopping hour is the main reason that a customer point out

for a lot of unwanted and unsettled product on the floor.

Someway cleaning guy is also responsible for that and as well as other

employees of the store.


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5.Were the shelves & displays clean?


61% people disagreed that shelves and display were clean and 39 % people

denied this point of view.

Clean Display of product and shelves create a differentiation in a store. Most of

the customers accept that shelves and the products have a layer of dust on them.

Not proper dusting of the store took place on daily basis.

Even Back store room got its dusting at the time of auditing by the head office.

0

10

20

30

40

50

60

YES NO

CLEAN SHELVES ANDDISPLAY

CLEAN SHELVES AND DISPLAY


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6.Were the products fresh/not expired?


30% of the total respondent agrees that fresh products are available but 70%

denied that.

Fresh product must be available to the consumer because he is paying for that.

According to our

Research fresh means products must be of 15 days before the expiry date.

If it comes to fresh products, most of the consumers said they are not satisfied

with the Freshness of products. In F & V Section, most of the vegetable and

fruits show the lack of freshness.

They dont put fresh vegetables on daily basis.

0

10

20

30

40

50

60

70

YES NO

FRESH PRODUCTS

FRESH PRODUCTS


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7.Were the prices marked clearly and accurately?


62 % of the people agree with the display of price is quite understandable.

Every customer cant provide an employee from the company to guide them on

the detail of price of each and every product. So, an effective display of [price is

better option but it must be in that manners which is quite understandable to the

customers.

Somewhere a problem like non-display of the price happens. In reliance fresh

stores, every product is provided with SEL(Shelf Edge Label) which carriesprice,date of that labels attachment and the ENR no of the product.

0

10

20

30

40

50

60

70

0

YES NO

PRICE MARKED CLEARLY AND ACCURATELY

PRICE AR ED C EAR Y AND

ACC

RATE

Y


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8.Were the promotion well displayed?


72 % of the total respondent satisfied with the promotions of the Reliance Fresh.

Promotions are the main reason a person comes in the store. Some people camejust for the purchase the promotional items.

Promotion must be quite understandable, acceptable and effective. There are

more spaces for the promotion. There are not much of the promotions of the

products.

Some promotional ways used by the store are MANGALWAR KI MANDI,

MANGO MELA etc. These are effective but not proper implementation ofthese promotions makes them fail.

0

10

20

30

40

50

60

70

YES NO

PROMOTION WELL DISPLAYED

PROMOTION WELL DISPLAYED


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9.Were the promotions easy to understand?


61% of the respondent agreed on that promotion in the stores is easy to

understand.

Promotion is only then beneficial if it is understandable if it is not then space

and money both are waste.

There were a lot of promotion but to make them aware to the customers need

employees assistance. Employees must take charge to tell the customer about

the on going promotions.

0 10 20 30 40 50 60

YES

NO

PROMOTION EASY TO UNDERSTAND

PRO

OTION EASY TO

NDERSTAND


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10. Did you get all the products what you want,if notthen what?


52% were agreed that all their needed product are available in the store.

A store cant provide each and every product to the customers but still there was

a lack of different brand and packaging options in the store.

Sometimes if a customer demand a particular product then, most of the times he

does not find its demanded product available after his request.

39

40

41

42

43

44

45

46

47

48

49

YES NO

PRODUCT AVAILABILITY

PRODUCT AVAILABILITY


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11. Were you given a correct receipt?


88 % of the respondent said they got correct receipt from the cashier.

Most of the time customer get correct receipt but sometimes a little mistake of

CSA create big trouble. I see a lot of quarrel due to this reason.

A little change in the receipt even in some paisa create customer uncomfortable.

Some customers complaint that due to the lack proper knowledge of CSA they

et incorrect receipt.

0 20 40 60 80 100

YES

NO

CORRECT RECIEPT

CORRECT RECIEPT


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13. Did the cashier Thank You while handling thebill?


62 % of the respondent said they are not greeted by the cashiers.

First person who interact with the customer at entrance is watchman who must

greet to the customers which is not happening. A cashier must give vote of

thanks to the customers for shopping in their store.

Greeting is an expression which is like an invitation to the customers to come

again and again.

0

10

20

30

40

50

60

YES NO

GREETING BY CASHIER

GREETING BY CASHIER


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14. Time spent waiting in the queue?


34 % of the respondent spent more than 15 minutes in the queue waiting for

their billing.

A customer just hates to be there in the queue. As every product comes under

the barcode decoder for their price detection, it takes a lot of time for making a

bill.

In this case, if a customer comes with a product, then he has to wait for a long

time for billing. There is the function in the software in that particular situation

but cashier doesnt knows that how to use that function of software. So training

of employees is also a mean to solve this problem.

0

5

10

15

20

25

30

35

LESS THAN 5

MIN.

LESS THAN 10

MIN. BUT

MORE THAN5

MIN.

LESS THAN15

MIN. BUT

MORE THAN 10

MIN.

MORE THAN 15

MIN.

TIME WASTED IN QUEUE

TIME WASTED IN QUEUE


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16. Were the staffs in dress code and wearing aname badge?


31 % of the respondent agree that staff is not welk groomed.

Some customer complaint that nobody provides assistance to them in the store.

Most of the customer use to indulge in the silly talk.

They didnt even think what customer will think, they just talk about the defects

in the stores and about the management and that create the negative impact on

stores image.

0

10

20

30

40

50

60

70

YE NO

WELL GROOMED STAFF

WELL GROOMED TAFF


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OVERALL SHOPPING EXPERIENCE WITH

RELIANCE FRESH


11% of the customers gave the Reliance Fresh Services Excellent Rating.

23% of the customers gave the Reliance Fresh Services Poor Rating.

35 % of the customers gave the Reliance Fresh Services Average Rating.

31 % of the customers gave the Reliance Fresh Services Good Rating.

0

5

10

15

20

25

30

35

EXCELLENT GOOD AVERAGE POOR

CUSTOMER EXPERIENCE

CUSTOMER EXPERIENCE


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Different type of customer convey their different experience in the store.

Some feel its a good experience, some thinks its pathetic all depends on the

service part of our store, only that makes the difference.

MYSTRY SHOPPING

Every RELIANCE FRESH STORE is made with a particular vision and it

works like a system. But this system is not working upto expectation and

defined standard. So to check out where we are lacking behind,we were

assigned one more project named as MYSTRY SHOPPING.

This was the part of our project in which we have to go in reliance fresh store

and its competitors store as a consumer and find out what are the difference

between the workings of these stores.

We covered almost all stores of Reliance Fresh and its competitors located at

North Delhi area. Some of them were big in size some of them were small in

size. Some are located in out skirt areas and some are in crowded market.

We analyze following stores in North and Central Delhi and in South Delhi :

Reliance fresh Molar band Reliance Fresh, Rohini. Reliance Fresh, Pitampura. Reliance Fresh, shadra. Reliance Fresh, Paschim Vihar. Reliance Fresh, Sant Nagar. Reliance Fresh, Greater Kailash. Reliance Fresh, Laxmi Nagar.


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Reliance Fresh, Arjun Nagar. Reliance Fresh, Karol Bagh. Big Apple, Shadra. Big Apple, Pitampura. Big Apple, Rohini. Big Apple, Laxmi Nagar. Big Apple, Paschim Vihar. More, Karol Bagh. More, Shadra. More, Paschim Vihar. More, Laxmi Nagar. Fair Prices, Shadra. Fair Prices, Laxmi Nagar. Fair Prices, Paschim Vihar. Sabka Bazaar, Sant Nagar. Sabka Bazaar, Paschim Vihar.

It was not only about observing different store but also understanding

employees feeling for a customer. In some of the store, we were provided with

money also and we purchased the listed items from the stores for getting the

idea about availability of product in the stores.

We analyse all the Reliance Fresh Store and its competitors stores on some fix

parameters and compare them to find out where we are lacking behind.

Some stores found different way of selling and promotions. Some were totally

on the wrong pattern and made us disappointed.


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Our findings and observation were based on the following

parameters

1. Ambience of the store.

2. Different product categories in the store.

3. Prices of different products.

4. Promotional strategies.

5. Employees behaviour.

6. Additional services like home delivery or parking facilities.

7. Reddressal system.

8. Management proactiveness.

9. Product availability.

10.Freshness of products.

11.Stores own brand popularity.


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RECOMMENDATION:

Nobody will ring a bell and tell you to attention the facts that you are entering

into such a transition. Its a gradual process. The characteristics of business

begins to change. Only the beginning and the ends are clear.

So in this situation, how a business manages this transition determine its future

this phenomenon is call as inflection point.

In the market there are some potential customer also giving a punch like FAIR

PRICE. Infrastructure and ambiance are not at par but their location is just in

front of Reliance Fresh store, Their prices are much lesser, So that is a potential

competitor.


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Things if happen or something has changed, then business need to respond on

that.

INFLECTION POINT NEW

HEIGHTS

DECLINE


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RELIANCE FRESH is at its inflection point.

An inflection point occurs when the old strategic picture diddolved and gives

way to new heights. we need to navigate our business.

An inflection point comes when we doubt on ourselves that where we are going

arent we lost?

Where growing dissonance between corporate statement and operational action.

That hints more than normal chaos.Misallingment between what your company

think it is doing and what is actually happening inside the box of organization.

So, timing is everything, if you undertake these changes while your company is

still healthy in which you can experiment with new ways of doing business so

that you can save much more of your companys strength , your employee and

your stretgic position.

When any business got into Inflection point, what is most important that is our

judgement.Your judgments got you in tough position but it can also get you out.

Its just a question of training your instinct to pick up a different set of signals.


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The Inflection Point is a time to wake up and listen.

We need to find out the possibilities that what our business is doing can be done

in some different way. That different way we have to find.

Its like we need a new paint on the business of same colour but little shiny.

APPENDICES :

RELIANCE RETAIL CUSTOMER SERVICE

1.

ENTRANCE :Front Signage-Reliance Fresh

Was the store entrance welcoming? (Free of dust, not and if visit is after 6PM,

lights working.)

2. CARTS/BASKET :Was a shopping cart or basket readily available on entering the store?

3. STORE-CLEANLINESS :


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Was the shop free of odor?

Were the floors clean?

Were the shelves & displays clean?

4. PRODUCTS :Were the products fresh/not expired?

Were the prices marked clearly and accurately?


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Documents

MANISH Reliance Fresh Repaired)