Reliance fresh retail marketing

RETAIL MARKETING
BY
S.VIGNESH
11HM33 MBA 1ST YEAR
NATIONAL INSTITUTE OF TECHNOLOGY
SURATHKAL,KARNATAKA

COMPANY PROFILE
 Industry: Retail
 Type: Supermarket
 Chairman & Managing Director: Mukesh Ambani
 First Outlet: Hyderabad( Banjara Hills)
 Founded: 30th October 2006
 Headquarter: Mumbai

THE FARM TO FORK MODEL
(RELIANCE FRESH)

SUPPLY CHAIN MANAGEMENT

 Approaching farmers directly , there by reducing
procurement wastage.
 Better returns to Indian farmers and
manufacturers
 Greater value for the Indian consumers

PRODUCT

 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

PRICE

 Low cost model
 Discount pricing
 Value pricing
 Low margin , high sales volume
 Factors for low pricing
 Bulk purchasing
 Central warehousing

 Transportation

PLACE

 Low cost locations
 Targets semi urban population
 Designed to look crowded
 All cities in India has at least one outlet

PROMOTION

 Discount scheme days – Saturday and Sunday
 Reliance fresh membership card – Reliance One
 Through media especially newspapers.
 Package carry bag
 Directories
 Bill boards
 Audio materials
 Point of purchase displays

SALES PROMOTION

 Premiums and gifts
 Sampling
 Rebates

EVENTS / EXPERIENCE

 Social event
 Store tour

PUBLIC RELATION AND PUBLICITY
 Camps
 Publications

PUSH STRATEGY

 Point of sale displays.
 Special Displays.
 Dealers Premium, Gifts.
 Advertising materials.
 Catalogs and brochure.
 Events.
 Sampling.

PULL STRATEGY
 Coupons
 Samples
 Premium and gifts
 Refunds/Rebates
 POP advertisement.

BRAND IDENTITY
 Design
 Logo symbol
 Brand name

DIRECT COMPETITORS
 LM 365
 Godrej Aadhar
 Adani Agri Fresh
 Trinethra
 Subhiksha
 ITC Choupal Fresh
 Bharti Retail
 Hariyali Kisaan Bazaar

INDIRECT COMPETITORS
 Push cart vendors
 Mother dairy
 Local vendors

STRENGTH
 Experienced Management team
 Strong IT and Backend operations
 Horizontal Integration
 Backward Integration
 Good financial position
 Brand Equity

WEAKNESS

 Losses due to Joint ventures
 Presence at Prime Locations
 Multi-Format Presence

OPPORTUNITIES

 Growing retail market
 Increasing buying power of Indian consumers
 Many Untapped Markets in India

THREATS

 Increase in the operating costs
 Low Price Competition
 Government restriction
 Increasing competition

Reliance fresh retail marketing

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