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CONTENT PAGE No
CHAPTER-1
➢ Introduction of the Project
CHAPTER-2
➢ Objective, Scope & Limitations of the Study
CHAPTER-3
➢ Research Methodology
CHAPTER-4
➢ Data collection & Sources
CHAPTER-5
➢ Findings of the study
CHAPTER-6
➢ Conclusion
➢ Suggestion
INTRODUCTION 2
The project report is divided into several parts; first part consists of
Introduction to Reliance retail. In which company profile has been included
with brief introduction to reliance mart. Next part consists of retail sector in
India. This also deals with growth of organized retail in India. Third part
includes the marketing strategy used by reliance smart. It includes their profit
maximization strategy and how to retain their customer and how to increase
the no. of customer.
Now going through the CSR doing the SWOT analysis we
come towards the market plan mix. At last this project contains the conclusion
and suggestions.
Retail industry in india
Retailing in India is one of the pillars of its economy and accounts for
14 to 15 percent of its GDP. The Indian retail market is estimated to
be US$450 billion and one of the top five retail markets in the world
by economic value. India is one of the fastest growing retail markets
in the world, with 1.2 billion people.
India's retailing industry is essentially owner manned small shops. In
2010, larger format convenience stores and supermarkets accounted
for about 4 percent of the industry, and these were present only in
large urban centers. India's retail and logistics industry employs
about 40 million Indians (3.3% of Indian population).
Until 2011, Indian central government denied foreign direct
investment (FDI) in multi-brand retail, forbidding foreign groups from
any ownership in supermarkets, convenience stores or any retail
outlets. Even single-brand retail was limited to 51% ownership and a
bureaucratic process.
In November 2011, India's central government announced retail
reforms for both multi-brand stores and single-brand stores. These
market reforms paved the way for retail innovation and competition
with multi-brand retailers such as Wal-Mart, Carrefour and Tesco, as
well single brand majors such as IKEA Nike, and Apple. The
announcement sparked intense activism, both in opposition and in
support of the reforms. In December 2011, under pressure from the
opposition, Indian government placed the retail reforms on hold till it
reaches a consensus.
In January 2012, India approved reforms for single-brand stores
welcoming anyone in the world to innovate in Indian retail market
with 100% ownership, but imposed the requirement that the single
brand retailer source 30 percent of its goods from India. Indian
government continues the hold on retail reforms for multi-brand
stores. June 2012, IKEA announced it has applied for permission to
invest $1.9 billion in India and set up 25 retail stores. Fitch believes
that the 30 percent requirement is likely to significantly delay if not
prevent most single brand majors from Europe, USA and Japan from
opening stores and creating associated jobs in India.
On 14 September 2012, the government of India announced the
opening of FDI in multi brand retail, subject to approvals by
individual state. This decision has been welcomed by economists and
the markets, however has caused a massive upheaval in India's
delicate governance structure.
Growth of Retail industry in India
This graph shows the growth of retail industry in India starting from
2006- 2016. When reliance came into the organized retail there was
very few corporate backed retail giants Like BATA. After 2006 when
reliance came into this sector other players also came into existence
ex :- Big Bazar, vishal mega-mart.
Spread across 14,244 square feet. Mr. Mukesh Ambani, Chairman and
Managing Director, Reliance Industries Ltd, said: “Organized retail has
the potential to trigger socio-economic transformation on an
unprecedented scale in our country and will bring about enormous
spin-off benefits to the Indian economy and its various constituents”.
Retailing sector of India can be split into two segments. They are the
informal and the formal retailing sector. The informal retailing sector
is comprised of small retailers. For this sector, it is very difficult to
implement the tax laws. There is widespread tax evasion. It is also
cumbersome to regulate the labor laws in this sector. As far as the
formal retailing sector is concerned, it is comprised of large retailers.
Stringent tax and labor laws are implemented in this sector.
If the retail industry is divided on the basis of retail formats then it can
be split into the modern format retailers and the traditional format
retailers. The modern format retailers comprise of the supermarkets,
Hypermarkets, Departmental Stores, Specialty Chains and company
owned and operated retail stores
Firstly, the organized retail sector in India has a very low contribution
to the entire retail sector in the country. Hence there is ample scope for
the new players to achieve success in the backdrop of soaring
disposable income of the upcoming generation. Secondly, not only
have the incomes increased but there has been a sea change in the
preferences of the consumers. These factors have acted as a stimulus
for the ushering of foreign players retailing in apparels, accessories,
electronic appliances etc. Large shopping malls have already
mushroomed in the metropolitan cities. There still lies untapped
potential in the Indian Retail Market.
The size of retail industry in an economy depends on many factors and
the level of consumer spending is the most important among these
factors. The retail sector in India has grown by leaps and bounds in the
last five years. The reason behind this growth has been the synergy of
many propellants. However the growth is not always genuine as there
are exaggerations as well. But these exaggerations also have benefits
since they given a feel of growing competition all around. Secondly the
present situation is just a depiction of nascent stage. The future of the
trajectory may not be as steep as it is now or may be even slope
downward. 'What will be the future size of the retail industry' is the
mind boggling question. Another moot point that will gain importance
in due time concerns the future of the unorganized retail market which
constitute a significant proportion of the whole industry. The retail
stores have proved to be a vantage point for the customers. This implies
that the small farmers who used to sell their product in the sabji-mandis
and on roadsides are going to lose a significant market share as they
can't employ the two profit maximizes-economies of scale and
economies of scope.
The present value of the Indian retail market is estimated by the India
Retail Report to be around Rupees. 12, 00,000 crore($270 billion) and
the annual growth rate is 5.7 percent. Retail market for food and
grocery with a worth of Rupees, 43,900 crore is the largest of the
different types of retail industries present in India. Furthermore around
15 million retail outlets help India win the crown of having the highest
retail outlet density in the world. The contribution of retail sector to
GDP has been manifested below:
Japan - total annual sales for the Japanese retail industry for 2003
amounted to JPY 133,273 billion. Japan had 1.2 million retail
establishments in June 2004 and there were 42,738 specialty
superstores. Between 2002 and 2004 annual sales per store increased
by 3.8%. The growth was mainly driven by the grocery superstores but
the number of superstores specializing in clothes gradually came down.
The organized retail sector in Japan couldn't perform at its full
efficiency because of collapse of the 'bubble economy' in the early 90s.
The above table reinforces our view that India has done a great job in
retailing. One noteworthy point here is that Japan in spite of being
one of the most densely populated countries has fared poorly than
India. But this euphoria loses its charm if we compare the percentage
of organized retail in the total value generated by the retailing sector.
According to international
standards, a retail store is
nominated as organized only
when it features more than
10 employees. The above
chart clearly portrays the
miserable condition of
India's organized retail A forecast of 40% annual growth in the
organized retail sector seems sound. The number of shopping malls
in India has grown from 1 in 2001 to 100 in 2005 but still more effort
is needed to turn the predictions into reality.
Studies have further showed that non-urban areas account for only
about 15% of organized retailing So it is high time that the retail
industries pay importance to diversification and reach out to non-
urban markets. If they remain confined to the metropolis then they
will soon hit a ceiling and will be able to grow no more. But at the
same time they must realize that the rustic people are sceptic about
the urbane lifestyle habits. The mega retail players will have to drop
their policy of full extraction of consumer surplus and will have to
employ the local people to overcome the myth that entry of a branded
retail will displace the millions of traders, shopkeepers and hawkers.
Protests must be welcomed and meetings encouraged making life
easier.
Retail markets in Germany, South Africa and many other countries
allow 100% foreign investment in retail. This has helped in setting up
of cash and in creating wholesale markets. However, in India, only
51% FDI is allowed in single-brand retail and that too with prior
approval. In case of multi-brand retail, FDI is completely prohibited.
This is a perfect beginning but foreign investment should be gradually
liberalized to modernize farming and help farmers scale up.
Moreover, restricting FDI for protecting mom-and-pop stores seems
unjustifiable since Tata, Reliance and Bharti have already made a
foray in the sector.
Marketing Strategies
Types of strategies
• Innovation strategies - This deals with the firm's rate of the new
product development and business model innovation. It asks
whether the company is on the cutting edge of technology and
business innovation. There are three types:
o Pioneers
o Close followers
o Late followers
• Growth strategies - In this scheme we ask the question, “How
should the firm grow?” There are a number of different ways of
answering that question, but the most common gives four
answers:
o Horizontal integration
o Vertical integration
o Diversification
o Intensification
PRODUCT CATEGORIES
HOME FURNISHING
FOOTWEAR
BOYS GIRLS
Shoes Slippers
Sandals Sandals
LADIES MENS
Shoes Shoes
Slippers Slippers
Mans
Upper Lower
Shirt Casual Jeans(MP)
Shirt Formal Cotton Trouser(MPC)
Ethnic & Sports Winter Wear
Night Suits Suit(WMC)
T-Shirts Blazer(WMB)
Dupatta Windcheater(WMW)
Sherwani Jacket
LADIES ACCESSORIES
Upper Lower
Kurta Pants Jeans
Skirt Top Capri
Ethnic Winter Wear
Nighty Jackets
Lancha Stawll
Sharara Blazer
Salwar Suit Track Suit
INFANTS
Garments Accessories
Hot Pant Bed Sheet
Frock Under Garments
Baba Suit Socks
WOMEN
KIDS BOYS
HOUSEHOLD
LIFESTYLE
FOOD MART
Scope of study
Research Methodology
This section deals with research design used, data collection, methods
used and sampling methods used.
Research design
research design for our study because we have been provided with the
project about the marketing strategies adopted by Reliance Mart.
Sampling method
Specific sampling method was used to collect the data from the
respondents because sample size is large. Customers & employees of
Reliance Mart were selected for the survey.
Sampling unit
Sample size
➢ 50 customers
➢ 50 employees
1. QUESTIONAIRE
2. COLLECTION OF DATA DIRECTLY FROM THE
EMPLOYEES
3. OBSERVATION
4. INTERVIEW
(1) TELEPHONE INTERVIEW
(2) GROUP INTERVIEW
SECONDARY SOURCES:-Secondary data collection is
used where adequate and usable data is available to researcher. Primary
data collection by one person may become secondary data for another.
The following secondary sources have been used in collecting
information about the project.
1. MAGAZINES
2. NEWSPAPERS
3. WEBSITES
STRENGTH
WEAKNESS
OPPURTINITIES
THREATS
Of any company. Now we see the SWOT analysis of Reliance Mart.
RELIANCE SMART
Strengths:
✓ High quality,
✓ latest in-style products,
✓ international shopping experience
✓ value for money pricing
✓ loyal following
✓ Own brand of merchandise, which is both trendy and
individualistic.
✓ new introductions every week
✓ variety of designs and styles
✓ exciting mix with a range extending from stylized clothes,
footwear and accessories for men, women and children to well-
co-coordinated table linens, artefacts, home accessories and
furnishings.
✓ Well-designed interiors, sprawling space, prime locations,
lovely coffee shops add to the customers’ shopping experience.
Weakness:
Opportunities:
Threats:
INDIAN CONSUMERISM
The lifestyle and profile of the Indian consumer is going through a rapid
transformation. The population of India is young, energetic and full of
enthusiasm. 50% of the Indian population is under the age of 25. There
has been a transition from price consideration to quality and design, as
the focus of the customer has changed. The upper and middle- class
population of today needs a feel good experience even if they have to
spend a little more for that. People are moving towards luxury and want
to experiment with fashion and technology. There is an increasing need
of better apparels, cars, mobile phones and consumer durables.
The food & grocery, clothing, consumer durables and books & music
sectors are the major retail sectors. However, unorganized small outlets
largely control the sector. Hence there is tremendous potential for the
organized sector in various formats, such as hypermarkets,
supermarkets, specialty stores, category killers and discount chains.
FINDINGS
1. Over or under-pricing their work can mean a very short future for
any business. Approximately 60% customers think that Price is
the most important factor while they go for shopping in a retail
stores
2. Quality in everyday life and business, engineering and
manufacturing has a pragmatic interpretation as the non-
inferiority, superiority or usefulness of something. This is the
most common interpretation of the term. The quality of a product
or service refers to the perception of the degree to which the
product or service meets the customer's expectations. Quality has
no specific meaning unless related to a specific function and/or
object. Quality is a perceptual, conditional and somewhat
subjective attribute. And in addition to that, more than 90% of
customers place quality as the most important factor than
anything else in the list to shop in a retail store.
3. More than 70% of customers place variety as an important factor
to shop in a particular retail store.
4. Brands name bears an important role while shopping of any type
of goods. So building a brand for a retail store is important as 80%
of customer still prefer to buy branded clothes in the retail store
instead of local or unbranded clothes.
CONCLUSION
Given the developments and prospects, the Indian retail sector is in its
nascent stage of evolution. While there are obstacles, there are clear
opportunities in modern retailing in India. There are many lessons that
India can take from other countries, which have moved along the path
of retail evolution. The retail sector has proved to be of immense
significant from macro-economic point of view. The sector’s
capability to give strong growth momentum by creating multiplier
effects on other sectors is not in dispute. It is now necessary to
cautiously expand and develop the sector, as the government, at
present, has done by permitting partial FDI in the sector. Given the
scope, the retail sector is certainly expected to fetch the long-term
economic benefits for the country.
SUGGESTIONS