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AGENDA
Market Analysis Introduction Marketing Mix Business Strategy Controversies SWOT Analysis
Retail US$395.96Bn
MARKET ANALYSIS
95% of Indias retail sector small, family-run
stores. India's retail sector- 5th largest sector in the world with a CAGR of 10% contributing 22% to GDP. Introduction of new formats departmental stores, hypermarkets, supermarkets and specialty stores. Country Consumption Food dominates the shopping basket in India.
US
Japan and Britain India
9.7%
15% 53%
Reliance Hypermart
Reliance Wellness
Reliance Fresh
INTRODUCTION
Reliance Fresh Establishment : 30TH Oct 2006 AIM:
To Bring high quality fresh food to customers at affordable price. Chairman : Mr. Mukesh Ambani. CEO : Mr. Gurinder Kapoor. Tagline: Your Friendly Neighborhood Store. First Outlet: Hyderabad (Banjara Hills) Headquarter: Mumbai Total No. of outlets: 560
0 2009 -100
-7 2010 -135
-200
-249
-300 -400 -500 -600 -557
PRODUCTS
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 In-house brand Reliance Select
PRIVATE LABELS Maximum Space: Own Products Less Space: Nestle Maggi, MTR Masala, Pepsi Lays Chips.
RELIANCE SELECT
Covers : pulses
rice
spices Vegetables
Fruits
Dairy
PLACE
Each of our stores aim at catchments of only
PROMOTION
Main idea make bulk purchase Discount scheme days Saturday and
Sunday
Reliance fresh membership card Reliance
One
In store promotion through Danglers, Audio
PRICE
Most Competitive Prices Low prized private labels Discount on bulk buying
TARGET MARKET
Upper Middle Class and Middle Class. Urban, Semi Urban Areas. Age Group 20-45 years.
MAJOR COMPETITORS
Spencers
Big Bazaar
More
Other Players
Bharati Retail Godrej Aadhar
BUSINESS STRATEGY
SUPPLIERS
Fruits & VegetablesLocal Farmers
Other grocery-- Andhra Pradesh, Karnataka and
Tamil Nadu Training to farmers Produce as per market requirements Contract Farming
COLLECTION CENTERS
Main Source of 95% of fresh fruits and vegetables
Farmers New concept of Ranger Farms - Set up of collection centres across the State. Cleaning, grading and packaging of produce.
Advantages
- Elimination of middlemen - Cost Reduction - Improving quality. - Payment to farmers in cash. - Fair price for quality produce. - Employment Generation.
CONTROVERSIES
Local vegetable vendors in Jharkand attacked the
Mayawati ordered to close 10 new stores keeping view of Law & order situation.
In November 2007, Reliance Fresh stores are
opposed the opening of Reliance Fresh outlets in Orissa on Saturday forming a suicide squad
Shortcomings
Improper Market research
Conservative Mindset of buyers in Mysore Local vendors though offered a job, didnt take up
SWOT ANALYSIS
Strengths
- Private label sale own products (Reliance Select) - Contract Farming - Low prices.
Weaknesses
SWOT ANALYSIS
Opportunities
- Climatic conditions across the country . - High Petrol prices . - Government policies.
THANK YOU!!!!