Relience Fresh. BBSR

7/28/2019 Relience Fresh. BBSR

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INTRODUCTION

India has often been called a nation of shopkeepers. Presumably the reason

for this is; that, a large number of retail enterprises exist in India. In 2004,

there were 12 million such units of which 98% are small family businesses,

utilizing only household labour. Even among retail enterprises, which employ

hired workers, a majority of them use less than three workers.

Retailing is the combination of activities involved in selling or renting

consumer goods and services directly to ultimate consumers for theirpersonal or household use. In addition to selling, retailing includes such

diverse activities as, buying, advertising, data processing and maintaining

inventory.

While sales people regularly call on institutional customers, to initiate and

conclude transactions, most end users or final customers, patronize stores.

This makes store location, product assortment, timings, store fixtures, sales

personnel, delivery and other factors, very critical in drawing customers to

the store.

Final customers make many unplanned purchases. In contrast those who buy

for resale or use in manufacturing are more systematic in their purchasing.

Therefore, retailers need to place impulse items in high traffic locations,

organize, store layout, trains sales people in suggestion, and place related

items next to each other, to stimulate purchase.


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AN

OVERVIEW

OF

RETAIL INDUSTRIES

IN

INDIA


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RETAIL INDUSTRIES IN INDIAIndia is a land of retail democracy- hundreds of thousands of weekly haats and

bazaars are located across the length and breadth of our country by peoples ownself-organizational capacities. Our Streets are bazaars lively, vibrant, and safeand the source of livelihood for millions. India has the highest shop density in theworld, with 11 outlets per 1000 people. This does not include the village haats.Our retail democracy is characterized by:1. High levels of livelihoods in retail with nearly 40 million employed whichaccounts for 8%of the employment and 4% of the entire population.2. High levels of self - organization.3. Low capital input4. High levels of decentralization

Retail in India has started with the concept of weekly markets, where all the tradersgather at one big place to sell their products every week. The people come to theseweekly markets to buy the Household items for the next one week. Village fairsand melas were also common as it had more of an entertainment value. Once the

people started getting busy with their lives and when they turned entrepreneurial,there emerged the mom and pop shops and the kiranas in the neighborhood. Afterindependence, came into existence the system of Public distribution of foods

through the ration shops, where food grains, sugar and oil for the dailyconsumption were distributed at subsidized rates through the government rationshops. The modern corporate retail formats are of the exclusive brand outlets,hypermarkets and supermarkets, departmental tores and shopping malls. But stillthe Indian consumer depends on the self-organized retail shops for their dailyneeds.

This is largely due to the excellent food retailing system that was established bythe Kirana (mom and-pop) stores that continue meet with all the requirements ofretail requirements albeit without the convenience of the shopping as provided bythe retail chains. The Hawkers/lari Galla vendors.and the local kiranas are the two main forms of unorganized retail in the country,which almost account for 97% of the total retail trade.


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GIANT CORPORATIONS

Giant corporations like Wal-Mart and Reliance have started to try and take over theIndian retail sector. The entry of the giant corporate retail in Indias food marketwill have direct impact on Indias 650 million farmers and 40 million people

employed in tiny retail. More than 6600 mega stores are planned with Rs. 40,000crore by 2011.Our case is intended to cover two primary objectives which are:

First, when experts and giants like future group Wal-Mart and Reliance they areready to start operations in retail what kind of strategies and structure they wouldhave to get the competitive edge over each other and established small and

unorganized retailers.Second, what kind of impact has been on other retailers including unorganizedones with the opening of Reliance Fresh stores?

In the following case findings about Reliance Fresh were quite awakening andexemplary.Even after recent shutdown of Reliance fresh stores from UP and unwelcomingvibes from states like Kerala, West Bengal, Orissa and Jharkhand for its retailformat (which was allegedly capturing the unorganized sector and leavingthousands of self employed people jobless) Reliance was not in any mood tohamper its 25000 crore plan. Reliance responded with superb strategy in which itshifted its focus from retailer to being a supplier i.e. targeting hawkers, vendors,Push cart wheelers instead of customers.

Big retailers like Reliance have huge resources and network which directlyimpacted many of the retailers some of whom are planning to quit. In our samplesize of 75 retailers more than 30 agreed to have lost as much as 50% of their sales.This case also discusses pros and cons of contract farming which on one partassures farmers of price for their crop and knowledge about

Fertilizers and seed but on other side has some obvious drawbacks like monopolyof big retailers.

As a big market in which organized sector is poised to grow with 25% - 30%annually our government must come with appropriateregulations to save small retailers and our agriculturalsector.


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AN

OVERVIEW

OF

RELIANCE

RETAIL LIMITED

RELIANCE RETAIL LIMITED


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Reliance Retail is the retail chain division of Reliance Industries of India which isheaded by Mukesh Ambani. Reliance Industries Chairman Mukesh Ambani hasunveiled a Rs. 25,000-crore

($5.60 billion) retail plan for the company on June 26, 2006. Mukesh Ambani hascalled this Starting of reliance retail as an idea which has the potential torevolutionize the Indian socioeconomic framework. He said "Conceptually,Reliance is creating a virtuous circle of prosperity by bringing farmers, smallshopkeepers and consumers in a win- win partnership. "A new company, RelianceRetail Ltd. (RRL) will spearhead this revolution. Reliance Industries will have a100 percent stake in RRL, save for employee stock options".

THE RELIANCE EMPIRE

Reliance being the all encompassing company has entered into all the sectors, retailbeing their latest.

Reliance Industries Limited

Chairman and Managing Director : Mukesh Ambani

Market Capitalization : INR 39,609,150,020 (Sept, 2006)Total Shares Outstanding : 22,405,900 (Sept, 2006)

Closely Held Shares : 11,365,943Sales : INR 10,512,963,000

According to the company website "1 out of every 4 investors in India is aReliance shareholder. RIL is ranked at 342 in the 2006 Fortune Global 500 listamong the worlds largest corporations.

Reliance recorded a profit of 8.9% on assets - first among the 38 chemicalcompanies in Asia.

In terms of market cap, Reliance Industries ranks third among chemicalcompanies in Asia, with a market cap of $6087.2 million as on October 19,

2001.

Reliance's total sales, at $6232 million, ranked eighth among the 38 Asianchemical companies.


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Reliance's total sales have gone up substantially from 1996 when the

company recorded 2.5 billion.

Company with the highest refining capacity in India-60mpta.

At Jhajjar, Haryana (Area covered 25, 000 acres) (Nature of SEZ-Multi product)Reliance SEZ in Raigad (Area covered- 10,000 hectares)

Reliance Fresh is the convenience store format which a part of Reliance Retail

limited, a fully subsidiary of Reliance Industries Limited. Reliance plans to invest

Rs 25000 crores in the next 4 years in their retail division.

RRL launched its first store in Hyderabad in November 2006; major focus was on

selling fresh fruits and vegetables at lower prices by eliminating the middle men

and intermediaries. Now it has more than 560 reliance fresh outlets across the

country of which 117 are in Delhi and plans to increase this number to 784 to have

pan-India presence by 2011. These stores sell fresh fruits and vegetables, staples,

groceries, fresh juice bars dairy products and non vegetarian products.

Stores, size varying from 2000-4000 sq ft, are located in the radius of 1-2 km of

each other providing a good coverage of the area. Reliance retail has decided to

reduce its exposure to fruit and vegetable business and position itself as a pure play

super market and will focus on categories like food, auto accessories, FMCG, with

food accounting for most of its business.

BOARD OF DIRECTORS


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Mukesh D. AmbaniChairman & Managing Director

Nikhil R. MeswaniExecutive Director

Hital R. MeswaniExecutive Director

H.S.KohliExecutive Director

Ramniklal H. Ambani Mansingh L. Bhakta

Yogendra P. Trivedi Dr. D. V. Kapur
http://www.ril.com/html/aboutus/board_director.htmlhttp://www.ril.com/html/aboutus/board_director.html


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M. P. Modi S. Venkitaramanan

Prof. Ashok Misra Prof. Dipak C Jain

ANOVER VIEW


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OFRELIANCE FRESH

INBHUBANESWAR


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RELIANCE FRESH

Indias Fortune 500 private sector giant, Reliance Industries Ltd, has, in fact, been

first off the blocks by launching its first Reliance Fresh outlets in Hyderabad,

Reliance fresh is the retail chain division of reliance industries of India which is

headed by Mukesh Ambani. Reliance has entered into this segment by opening

new retail stores into almost every metropolitan and regional area of India.

Reliance plans to invest rs 25000 crores in the next 4 years in their retail division

and plans to begin retail stores in 784 cities across the country. The reliance fresh

supermarket chain is rils rs 25,000 crore venture and it plans to add more stores

across different g, and eventually have a pan-India footprint by year 2011. The

super marts will sell fresh fruits and vegetables, staples, groceries, fresh juice bars

and dairy products and also will sport a separate enclosure and supply-chain for

non-vegetarian products. Besides, the stores would provide direct employment to 5

lakh young Indians and indirect job opportunities to a million people, according to

the company. The company also has plans to train students and housewives in

customer care and quality services for part-time jobs.

Reliance Fresh will

Forge strong and lasting bonds with millions of farmers and will transform

the relationship with customers to a new level

Offer unmatched affordability, quality, convenience, service and choice

Offer our customers the widest range of fruit and vegetables at the best

prices in the neighborhood.

Provide for the daily needs of our customers by offering staples, grocery and

household products at great price.


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SWOT ANALYSIS

STRENGTH Private label sales-ownproducts(RELIANCE SELECT)

Contract farming

Network-1600 channels in

village.

WEAKNESS Poor inventory controlStaff-lack knowledge aboutproducts

Parking

OPPORTUNATIES Farmer to fork no middlemenfarmer-customers

Hundreds of farmer-1million

farmer next 5 years.

THREAT International retail giantsCarrefour, metro A.G.tesco.

Bharti-Wallarmart (Farm to fork)

opening costs are too high.


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RELIANCE FRESH IN BHUBANESWAR

Bhubaneswar the capital of Orissa has a population of 1000000 as per the 2009

census with a fair average income. Therefore undoubtedly Bhubaneswar is the

target of many retail chains and reliance is not a exceptional to it. The population

and purchasing habit of Bhubaneswar has resulted in 7 reliance store in

Bhubaneswar. For the convince of the project the store situated near Ravi talkies

square has been selected.


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PROUCT AVAILABILITY

Although Reliance fresh is mainly concerned about stocking fresh vegetable andfruits but due to some political controversy they mainly focus on the household

products and MCG products.

THE PRODUCTS DETAILS ARE LISTED BELOW:

Fresh fruits

VegetablesChocolatesConfectionariesCold drinksFreeze items like butterIce-creamHouseholds productsToilet ItemsSpecial and Dry foodsOffice Stationeries

The products are displayed in selves in such a height so that they can be easilyavailed by the customers can compare the product specifications and price.


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STORE DESIGN

The store is designed and maintained in a very systematic manner. Like as thechocolates are loved to have some at last moment of their shopping.


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OBJECTIVES

RESEARCH

&

METHODOLOGY


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OBJECTIVES:

It is the organizational study

identify the reliance market intermediateries in Bhubaneswar

We provide information to reliance fresh to focus

On middle class consumers in Bhubaneswar

Implementation of this plan should not affect others

MARKETING RESEARCH

Marketing research as a functional area of management is becoming increasingly

important as compared to other field. All decisions in modern business

organization revolve around the marketing information. Because the success of the

business does not depend upon the guess work rather have the correct information

about the customer, what they want, how want, how much they are able to pay, and

the substitute available in the they market etc. This informations can be collected

and utilized the help of marketing research.

Marketing research is the systematic and objective identification, collection,

analysis, discrimination, and use of information for the purpose of improving

decision making related to the identification and solution of problem in marketing.


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TYPES OF RESEARCH

DESCRIPTIVE RESEARCH: Descriptive research embraces a large

proportion of marketing research. The purpose is to provide an accuratesnapshot of some aspect of the market environment. In descriptive research,hypothesis often will exist, but the tentative and speculative.

CASUAL RESEARCH: When it is necessary to show that one variableCauses or determines the values of other variables, a casual researchApproach must be used. Since data collection method is from surveys,Hence Descriptive type of research is used for analysis of the data.All research approaches can be classified into three general categories

EXPLORATORY RESEARCH: Exploratory research is used when one isseeking insights into the general nature of the problem, the possible decisionalternatives, and relevant variables that need to be.

TYPES OF DATA COLLECTION USED

Basically there are two types of data which are used in marketing research process.

1.PRIM ARY DATAObservation

InterviewQuestionnaires

INTERVIEW: Interview is one of the chief means of collecting data in

research process. Interview may be defined as a systematic conversationinitiated for a specific purpose and focus on certain content areas.

SURVEY: There are mainly three types of surveys, depending upon themethod of data gathering used: Personal surveys, telephone surveys and mailsurveys.


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ADVANTAGES OF THE SURVEY

Wider Distribution

Less Distribution biasThoughtful reply

The primary data under processing is collected from both direct filling thequestionnaires and through telephone interviews also.

SECONDARY DATA: The data once collected by once person become thesecondary data if used by another person.

Sources of Secondary Data: The various sources of data are as follows:

BibliographyDirectories

Televisions

Newspapers

JournalsWebsites

The Secondary data like information of existing customers, information about

company has been taken from company website, companys yearly chronicles andemployees of the company.

SAMPLING

A sample is a part of population. The sample should be representative of thepopulation and the information obtained must be reliable. In any survey wherereliability is desired, the errors and variances have to be controlled, measured andinterpreted.

PURPOSE OF SURVEY

To show that market intermediaries have a greater responsibility in

marketing products and services.


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RESEARCH DESIGN

The type of Research Design will be Descriptive

The types of Primary Data collection procedures that would probably beused.

PopulationDealers, distributors, fleet owners, companys representative inRanchi.

ProcessSampling

Method of data collectionQuestionnaires

HYPOTHESIS TESTING

The hypothesis tested on both reliance fresh and people of Bhubaneswar

H0: Reliance fresh is not famous & not significant in Bhubaneswar.

H1: Reliance fresh is famous & highly significant in Bhubaneswar.

LIMITATIONS

Every research has certain limitation so there is no research is free from

limitation same thing happen in this research which is discussed below:

Less investment in advertising in Bhubaneswar city

People are very conservative

Primary data is not sufficiently available

Much of the research done was based on consumer and supplier

survey

Research based on Bhubaneswar city

Last but not least time constraint.


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MARKETING MIX

OF

RELIANCE FRESH

MARKETING MIX


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In order to satisfy the needs of customer each and every business house must havean appropriate marketing mix. According to Stanton, Marketing mix is the term

used to described the combination of 4 inputs which constitute the core of thecompanys marketing system- The product, the price structure, the promotionalactivities and the distribution system

The 4 elements of marketing mix are closely interrelated because decision in onearea usually effect actions in other J.Mc Carthy refers to 4 key variables inmarketing mix which he called the 4 Ps product, price, place, promotion.

PRODUCT RANGE:

The most powerful instrument in the hands of the marketing manager is theproduct mix.

Vegetables and fruitsHouse hold itemsFood and beveragesAll premiere brand + Private labelGroceriesonly private labelDairy products

Non veg food itemsReady to eat items

PLACE:

A marketing manager has to develop and institutional structure for making theproduct available.

Located in small commercial complexes close to 3-4 residential areasObservation: Close to cross roadsAlmost in all Major areas like N4 IRC village, Khordha Buddha

Nagar,Gopabandhu Nagar, Shaid Nagar, Baramunda

PRICE:

Price is an important consideration that would make the organization success.


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Low prized private labelsDiscount on bulk buying

PRIVATE LABELS:

Maximum Space: Own ProductsLess Space: Nestle Maggi, MTR Masala, Pepsi, and Lays Chips.Reasons: High Margin

PROMOTION:

Promotion deals with informing and persuading the customers regarding theproducts of the firm.

Main ideamake bulk purchaseDiscount scheme daysSaturday and SundayReliance fresh membership cardReliance One


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MARKET INTERMEDIATERIES

OF

RELIANCE FRESH

MARKET INTERMEDIARIES

Market intermediaries are either business houses or individuals who come to theaid of the company in promoting, selling and distributing the goals to the ultimate


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consumers. They are middleman (wholesalers, retailers, agents) distributingagencies, market service and financial institutions. The various kinds of marketintermediaries are agents, brokers, retailers wholesalers, commission houses,

Industrial stores.

ROLES OF MARKET INTERMEDIARIES

Market intermediaries reduce transactions to an optimum number.Market intermediaries are capable of eliminating discrepancies in qualitythat is distributed.

The producer can concentrate on the production function leaving themarketing problem to the intermediaries who specialize in the line.The chief function of selling intermediaries is to assemble the goods frommany producers in such a manner that a customer could effect purchase withease.The matching process is undertaken by performing the functions.Contracting, Sorting, Inventory, Transmitting, Marketing information.

Marketing intermediaries collect huge order and purchase in bulk from theproducers. These enable a manufacturer to undertake a large-scale

production.Market intermediaries help to stabilize the price too. By stocking goods,constant flow of goods to the market is assured. This equalizes demand andsupply factors which stabilizes prices not only in single market but alsomaintains the same price level in all markets.

SUPPLY CHAIN

The supply chain is a longer channel stretching from raw materials tocomponents to final products that are carried to final buyers. Reliancestarted its retail operations of Reliance Fresh stores with following supplychain model. Procuring directly from the farmers and operating withmoderate margin but mass selling was key to Reliance fresh operation for


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First few months. The following figure depicts the first Reliance freshmodel:

MODEL 1

But things always dont turn out to be the same as planned. Opposition against

Reliance fresh outlets in U.P soon interrupted the momentum .Reliance wishedto go with. Bowing to mass opposition from local shopkeepers, the companyclosed down 20 Reliance Fresh stores in Noida and Ghaziabad. A companyinsider said that Reliance Retail was being forced to exit UP owing to what he

RELIANCE OWNLOGISTICS

RELIANCE RELIANCE RELIANCE

PROCESSING

COLLECTIO

N

Farmers Own Transportation

Reliance own Logistics Reliance own Logistics

Farmers Own Transportation

RFRF


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described as the vindictive approach of the state government. Within the

month company started operations in Luck now and Varanasi with 14 stores,stores had to be soon closed down following violent protests by local traders.

After the protests, the state government instructed all standalone food &grocery stores run by corporate to close down. Similar things followed in NCRand Ghaziabad. The strategic importance of UP for a large-scale retailer likeReliance was not limited to it being a large consumer market. The state isextremely important from the sourcing point of view as well. The Gangetic

plain in the state is considered to be one of the most fertile agricultural belts inthe country. Reliances food & grocery business was in the line of fire, because

of the popular perception of Reliance being the most powerful businessconglomerate in the country. This is evident from the fact that widespread

political protests to corporate participation in retail started only after Reliance

announced its roll-out plans. Companies like Kishore Biyanis Future group,Subhiksha and Spencers have had operations in this format long before withoutencountering major problems. Moreover, the positioning of the Reliance Freshformat (small convenience stores) puts it in direct competition not only withneighborhood kirana stores, but also with small fruit and vegetable vendors. Atthis point of time future and ambitions of 25000Crore Reliance retail startedfalling under clouds.


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UPDATED POLICY

From grocery, Reliance Retail plans shift to supply:

Reliance Retail was faced with massive opposition from the trading community.But like every great visionary Reliance had a prepared back-up, and this time itwas much more powerful than the earlier one, throwing solutions to every

previous dilemma.In a dramatic shift, it decided to turn into a trader itself. It is entering the food-trading business as part of a major restructuring of its food and groceryinitiative.

The split has occurred because Reliance has realized that there is money to bemade, may be more, in simple commodity trading, especially with food priceslikely to go through the roof next year. As a result of this restructuring,Reliance Retail is setting up shop in mandis to sell fruits, vegetables andstaples. It would thus be able to profit from commodity trading withoutworrying about the steep overheads and discounts that tied its hands in its avataras Reliance Fresh. It would also allow the company to sell to a wide range ofcustomers, including wholesalers, other traders, and retailers. A source said the

company has already signed up with Spencer retail chains to supply cut fruitsand vegetables. Till now, the Reliance supply chain was dedicated to meetingthe needs of Reliance Fresh shops.

MODEL 2


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WHOLESALE TRADING

Reliance formalized its second supply chain model to shift itself from groceryretailer to grocery supplier by focusing and establishing itself in Mandis.In processing centers workers wearing balaclavas, woolen trousers and bulky

jackets work inside a room kept at a constant 3oC, peeling and choppingvegetables, spinning them dry and then heaping them in small plastic packets

before placing them in plastic transport crates. The model2 depects the Reliancefresh.

CHANNEL DESIGN

Reliance Own Logistics

RELIANCE OWN

LOGISTICS

RELIANCE RELIANCE RELIANCE

PROCESSING

Reliance own Logistics Reliance own Logistics

Reliance Own Logistics

FARMHOUS

E ON

FARMHOUS

E ON

WHOLESA

WHOLESA

WHOLESA

Cold Trucks,TATA 407, 408, LP


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The vegetables are collected in villages from farmers directly.

They are submitted to Collection Centers (CC) like Bhuma Nagar, Shaid

Nagar, Baramunda, Khordha Buddha Nagar,etc.

Payment and quality checks are done in collection centers.

From CC they are transferred to Distribution Centers (DC) via Reliance own

logistical units.

MEMBERS AND THEIR ROLES


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FARMERS: The farmers harvest the crop and bring it to the collection

centre. They save on the transportation cost they would incur in taking the

vegetables to the mandi.

COLLECTION CENTRE: One Reliance authorized person is in charge of

collection centre. He inspects the quality and takes in the vegetables. He is

also responsible for payment of the farmers. He ensures the loading of all

vegetables in the trucks which are sent to the DC.

NATIONAL SOURCING: In order to provide a constant supply of all

perishable vegetables warehouses have been bought where goods are kept in

cold storage. Whenever there is a shortage in supply from any region then,

these warehouses

MANDI: A teamof two people issituated at the mandi. These teams are

responsible for constantly monitoring the rates and communicating the same

to the head office. If there is an urgent need which cannot be fulfilled by the

collection centre then reliance purchases the supply directly from mandi but

at a rate which is 3%-4% less than the actual mandi rate.

DISTRIBUTION CENTRE: The distribution centre receives the vegetables

and does a thorough quality check. They prepare the vegetables for the retail

stores and also ship the vegetables depending on the requirement for each

store.

RETAI L STORES: They are just responsible for receiving and checking the

quantity of vegetables arriving each night. Then they put up all good

vegetables on display for customers.


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FARM TO FORK MODEL

The farm to fork model consists of seven steps which are shown in the figure given

below:

TRADITIONAL MODEL RETAIL RELIANCE MODEL FARM TO FORK


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DAILY ACTIVITIES OF RELIANCE FRESH

Reliance Fresh was blessing in disguise of a store when it opened. The quality offruits and vegetables was amazing. So fresh, so photo-like! We were happilysurprised. It made shopping for groceries and fruits and vegetables not onlyconvenient but also a fun activity. This is because Reliance fresh perform certaindaily activity which are as follows:

Milk Indenting

Milk ReceivableMorning Brietive

Job AllocationStore Performance(Morning)

Bread IndentingUpdate Reports

St.Performence(Afternoon)

DumpMark down

GRN Deposit

Footfall Report

Besides this Reliance fresh also perform other activities like:

Home retailing

Catalogue retailingDirect respond retailingAutomatic Vending

Electronic retailing


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FUTURE PLAN OF RELIANCE FRESH

Plans to invest Rs 25000 Crore in next 4 year in their retail division

Every Indian Consumer

Train students and housewivesCustomer care & Quality serviceParttime job

New format of food and cafReliance food

Private label saleKirana store

Pharmacy retail store

6000 outlets784 cities

Launch soaps, detergents, cosmetics and non FMCG productsPrivatelabel


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RECOMMENDATIONS

COMMUNICATION:

Based on our observation we found that reliance fresh is not able to makean advertisement properly as compare to big bazaar or other retail storewhich is its competitor. So company should make a proper team to let the

people aware about their schemes and offers being given by reliance fresh.Company should increase the number of counter so that it may minimizethe queue of the customers.Company should acquire more and more skilled people so that it may

satisfy their customer in all areas.

PROMTNESS IN SERVI CES:

Reliance fresh should pay kind attention towards the existing customer andtry to provide them quick response in the sphere of services so that they

become loyal.

BEHAVIOR AND COMM ITMENT:

Behavior and commitments of sales man towards the dry outlets should be

improved.

Expand service

Give training to staff

Improve inventory control


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QUESTIONNARES

1. Whenever you are in need of food what name comes first in your mind?

a)Reliance fresh ( ) b)Big bazaar ( )2. Are you a loyal customer of the brand you prefer to use or you switch over

to different brand.

a)Loyal Customer ( ) b) Switch Over ( )3. Do you think there is volatility, barriers to entry for new comers and growth

prospect of the market is a matter of concern for these brands?

a) Yes ( ) b)No ( ) c) Cant Say ( )4. Which one among these you think has got the most geographical spread

(internationally)?

a)Reliance fresh ( ) b)Big bazaar ( )5. Which one of these brands provides the product and service according to the

consumers needs and convenience?

a)Reliance fresh ( ) b)Big bazaar ( )6. According to you who give the best support in respect of advertisement and

consumer awareness campaign while promoting their brand?

a)Reliance fresh ( ) b)Big bazaar ( )7. At the time of purchasing a particular product or brand do you concerned

about the owners legal right, the registered trade mark etc. of that brand?

a) Yes ( ) b)No ( )8. Whether you checked all these brands has got this information or not?

a) Yes ( ) b)No ( )


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0

10

20

30

40

50

60

Relience Fresh Big Bazzar

58

42

Respondent

Data Analysis

1. Whenever you are in need of food what name comes first in your mind?

a.Reliance fresh ( )b.Big bazaar ( )

Name Reliance Fresh Big Bazzar

Respondent 47 53

The above graph shows that when ever the respondents need food items

only 47% people 1st

think of Reliance Fresh. & 53% people first think about Big

Bazzar


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Loyal Customer

Switch Over

69

31

loyaltyloyalty

2. Are you a loyal customer of the brand you prefer to use or you switch over

to different brand.

a.Loyal Customer ( )

b. Switch Over ( )

Loyal Customer Switch Over

Loyalty 69 31

The above graph shows that 69% people trust the brand & they usually do

not switch over the brand frequently. They are the loyal customers to the brand

Reliance Fresh. Whereas 31% respondents usually switch over form this.


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3. Do you think there is volatility, barriers to entry for new comers and growth

prospect of the market is a matter of concern for these brands?

a.

Yes ( )b.No ( )c. Cant Say ( )

Volatility Yes No Cannot Say

Respondent 29 27 44

68%

32%

Respondent

Yes No


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4. Which one among these you think has got the most geographical spread

(internationally)?

a.Reliance fresh ( )

b.Big bazaar ( )Name Reliance Fresh Big Bazzar

Respondent 39 61

The above graph shows that coverage of Big Bazzar is much higher then Reliance

Fresh. 61% people finds that Big Bazzar cover more area then Reliance. Whereas

31% things the opposite.

.

Relience Fresh

Big Bazzar

58

42

Geographycal Coverage

Respondent


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Relience

Fresh58%

Big

Bazzar

42%

Respondent

5. Which one of these brands provides the product and service according to theconsumers needs and convenience?

a.Reliance fresh ( )

b.Big bazaar ( )

Name Reliance Fresh Big Bazzar

Respondent 67 33

The above chart shows that 67% people finds goods when ever they require in

Reliance Fresh. Where as 33% people finds easy in Big Bazzar.


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6. According to you who give the best support in respect of advertisement and

consumer awareness campaign while promoting their brand?

a.Reliance fresh ( ) b.

Big bazaar ( )

In the above chart 58% people finds that Reliance Fresh give the best

support in respect of advertisement and consumer awareness campaign while

promoting their brand. Where as 42% people finds Big bazzar give the best support

in respect of advertisement and consumer awareness campaign while promoting

their brand.

Name Relience Fresh Big Bazzar

Respondent 58 42


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7. Whether you checked all these brands has got this information or not?

a. Yes ( )b.

No ( )

Volatility Yes No

Respondent 68 32

From the above chart we get that 68% people checked the brand information,

whereas 32% respondents are disagree with that.

0 10 20 30 40 50 60 70

Yes

No

68

32

Repondent


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FINDINGS

We found that according to the first criteria of reliance fresh (leadership) allfood products take the leadership position in the market.

In the second criteria (stability) we found that both reliance fresh food items

& big bazaar food items gets the same ranking according to the consumer.

In the third criteria (market) we found consumer think that trading

environment of these branded products in terms of growth prospect is very

good, market is also volatile & barriers to entry is almost nil.In the fourth criteria(Geographical spread) we found customer think that

reliance fresh food item has the better geographical spread than big bazaar

food items reliance fresh is a small retail store & till now it has the better

spread in comparison to the Big Bazar.

In the fifth criteria (trend) we found customers trends in choosing the

particular brand comes out from the service point of, they told that till now

every food items available in the reliance fresh & Big Bazar also but we are

satisfied in reliance fresh.

In the sixth criteria (support) we found that both reliance fresh &big bazaar

have the consistency in the market.

Reliance fresh & Big Bazar also spent money in communication to the

customers about the brand and their usefulness we found reliance fresh food

items more aggressive in creating the awareness to the customer than Big

Bazar food items.

In the seventh &last criteria (protection) we found that all the brand we choose

have the owners legal title & registered trade mark.


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CONCLUSION

It was a pleasant experience to have a survey in a Reliance fresh It has given me anopportunity to know all dimensions of the market and how to tackle problems of itI have learned various functions carried out at all the level of organizationespecially of middle level and lower level. After a rigorous period of our survey wecome to know that how practical knowledge is different from the theoreticalconcepts.

From the survey we conclude that:

Still reliance fresh gets the support of most favorable brand for the every

consumer.

Big Bazar food items also favorable but not that much.

Favorable customer told Big Bazar service is not so good.

The trend of the people is changing very fast in accepting the new brands

if it fulfills the requirements of the customer.

People shifting to reliance fresh very rapidly.If Big Bazar unable to adopt themselves through necessary changes then

reliance fresh becomes the market leader in the near future.

BIBLOGRAPHY


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www.google.com

www.wikipadia.com

www.Reliancefresh.info

Marketing Management by C.B.Gupta
http://www.google.com/http://www.google.com/

Documents

Relience Fresh. BBSR