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Reliance Fresh Retail Strategy Analysis

Reliance Fresh is a supermarket chain owned by Reliance Retail Ltd. It currently has over 920 stores across 80 cities in India. Reliance Fresh was Reliance Retail's first venture and focuses on providing consumers access to affordable food, grocery and general merchandise products. While Reliance Fresh aims to promote farm-to-fork initiatives and rural development through programs like contract farming, it also faces challenges like poor inventory control and competition from other large retail chains. Going forward, Reliance Retail plans to further expand Reliance Fresh through investing in new formats and private label products while increasing staff training to improve customer service.

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90 views33 pages

Reliance Fresh Retail Strategy Analysis

Reliance Fresh is a supermarket chain owned by Reliance Retail Ltd. It currently has over 920 stores across 80 cities in India. Reliance Fresh was Reliance Retail's first venture and focuses on providing consumers access to affordable food, grocery and general merchandise products. While Reliance Fresh aims to promote farm-to-fork initiatives and rural development through programs like contract farming, it also faces challenges like poor inventory control and competition from other large retail chains. Going forward, Reliance Retail plans to further expand Reliance Fresh through investing in new formats and private label products while increasing staff training to improve customer service.

Uploaded by

Remy Herbie
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Reliance Fresh

Growth through value creation

By:
Amit Kumar Sinha
PGDMRM 02
IPE, Hyderabad
Contents:

1) Reliance Retail Ltd – An Overview


2) Reliance fresh – Company Profile
3) Controversies
5) Corporate Social Responsibility – Reliance
Fresh
6) SWOT Analysis – Reliance Fresh
7) Retail Mix – Reliance fresh
7) Future Plans of Reliance Retail Ltd.
8) Suggestions
Reliance Retail Ltd – An Overview
Reliance Retail Ltd – Overview

 920 Stores – 80 Cities – 14 States

 Reliance fresh (Supermarket)


First Venture

 Reliance Super (Mini-Hypermarket)


Reliance Mart (Hypermarket)
95000 Products
 Unique Services - Tailoring, shoe & watch repair,
Laundry.
Future Plan: Saloon
Reliance trends ( Apparels and accessories)
Reliance wellness (Medicine, health care and Beauty Products)
 Reliance footprint
 Reliance time out (Books, toys, music and gifts)
 Reliance digital
 Reliance istore
 Reliance jewels
 Reliance AutoZone (Auto accessories and services)
 Reliance Living Homeware.
Reliance Fresh – Company Profile
Reliance Fresh :
 Industry: Retail
 Type: Supermarket
 Chairman & Managing
Director: Mukesh Ambani
 First Outlet:
Hyderabad( Banjara Hills)
 Founded: 30th October 2006
 Headquarter: Mumbai
 Area: 2000-4000 Sq. Ft.
Controversies
 Fresh
Cheap
Jharkhand, Uttar
Pradesh,
Madhya Pradesh, Orissa,
West Bengal, Kerala.
Corporate social
responsibility
 Farm To Fork Model
 Eg: Banjara hill outlets-sourced directly- vantimamdi, chevella,
and nearby mandals in ranga reddy district.

 Recruiting People – Underprivileged Community


 Biometric Cards – Farmers – Loans upto Rs. 15000
 Training the farmer

 Information centre:
 Increase productivity
 Market rates of different Corps
 Technical Help
 Quality of seeds and fertilizers
SWOT Analysis
Strength:

 Private label sale – own products (Reliance


Select)

 Contract Farming

 Network – 1600 channels in villages


Weakness:
 Poor inventory control
 Staff – Lack of knowledge about products
 Parking

Opportunities:
 Farm to fork, No middlemen, Farmers – Customer
 Hundreds of farmers – 1 million farmers – next
five years
Threats:
 International Retail Giants: Carrefour, Metro AG,
Tesco.

 Bharti – Wallmart (Farm to Fork)

 Operating cost are too high


Retail Mix – Reliance Fresh
Place:

 Located in small commercial complexes close


to 3-4 residential areas

 Observation: Close to cross roads


 Almost in all Major areas: Vidya nagar,
Habsiguda, Nallakunta, HMT nagar, Banjara
hills, Panjagutta, Shivam Road etc.
Product Range:

 Vegetables and fruits


 House hold items
 Food and beverages – All
premiere brand + Private label
 Groceries – only private label
 Dairy products
 Non veg food items
 Ready to eat items
Promotion:

 Main idea – make bulk purchase

 Discount scheme days – Saturday and Sunday

 Reliance fresh membership card – Reliance One


Pricing:
 Low prized private labels
 Discount on bulk buying

Private Labels:
 Maximum Space: Own Products
 Less Space: Nestle Maggi, MTR Masala, Pepsi, Lay’s
Chips.

 Reasons: High Margin


Future Plans of Reliance Retail Ltd.
Future plans:

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


division
 Train students and housewives – Customer care & Quality
service – Part time job
 Every Indian Consumer
 New format of food and café – Reliance food
 Private label sale – Kirana store
 Pharmacy retail store
 6000 outlets – 784 cities
 Launch soaps, detergents, cosmetics and non FMCG
products – Private label
Suggestions:
Suggestions:
 Expand – Service

 Give training to staff

 Improve inventory control


Questions ???

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