Professional Documents
Culture Documents
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
Appendix
Bibliography
Questionnaire
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 mart. 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
states.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
eg:- Big Bazar, vishal mega-mart, subhiksha.
RANCHI
PROFILE OF RELIANCE MART
DATE OF ESTABLISHMENT 14th Aug. 2007
REVENUE RS.2500-5000crores
MARKET CAPITAL US $27.4 billion
HEAD QUARTER RCP STTC Industrial Area,
Tanabelapur Road, Ghansoli , Mumbai
– 400701
BRANCHES Over a 100 stores across India
COMPANY TYPE HYPERMARKET
MANAGEMENT TEAM Mukesh D. Ambani - Chairman
& Managing Director
Nikhil R. Meswani - Executive Director
Hital R. Meswani - Executive Director
H.S.Kohli - Executive Director
Ramniklal H. Ambani
Mansingh L. Bhakta
Yogendra P. Trivedi
Dr. D. V. Kapur
M. P. Modi
S. Venkitaramanan
Prof. Ashok Misra
Prof.Dipak C Jain
Dr.RaghunathAnantMashelkar
OVERVIEW Reliance Retail Limited (RRL), a
subsidiary of Reliance Industries Limited
under MukeshAmbani, is Reliance Group’s
foray into organized retail. RRL is based on
the growth strategy of backward
integration, and it generates inclusive
growth and prosperity for farmers, vendor
partners, small shopkeepers and consumers.
RLL is the second largest retailer in India.
Its retail outlets offer foods, groceries,
apparel and footwear, lifestyle and home
improvement products, electronic goods,
and farm implements and inputs. The
company’s outlets also provide vegetables,
fruits, and flowers.
SUBSIDIARIES &
DIVISION UNDER Reliance Fresh - Retail Outlets of
RELIANCE RETAIL fruits, Vegetables & Groceries
The retail sector in India can be divided into two major categories:
1) Organized
2) Unorganized
Hypermarkets Unorganized
Street Markets
Exclusive /Multiple
Brand Outlets
15. After the successful launch of the supermarket format ”Reliance
Fresh” and the consumer electronics concept mega store “Reliance
Digital”, the hypermarket is the third retail format launched by
Reliance Retail.
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.
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 Rs. 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 Rs. 7, 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.
The anatomy of the retail market has shown that the clothing and
textiles constitutes 39 per cent of the organised retail pie, followed by
food and grocery, which accounts for 11 percent of the total retail
market.
Types of strategies
o Leader
o Challenger
o Follower
o Nicher
o Product differentiation
o Market segmentation
o Close followers
o Late followers
o Horizontal integration
o Vertical integration
o Diversification
o Intensification
Reliance Mart will also house a health and wellness store providing
pharmaceutical drugs and other wellness products. For the shopper’s
convenience, the store has a cafeteria providing quality food and
beverages for ready consumption, an ATM machine and a consumer
service/membership desk to provide the customer a truly international
shopping experience.
Services Offered
It offers some unique services to the shoppers like tailoring, shoe
repair, watch repair, a photo shop, gifting services and laundry
services all within the store under one roof and also it has its own
bakery shop.
Reliance Mart will also provide easy and attractive finance options,
including zero per cent financing for the purchases on select products.
Reliance Mart will continue to offer all its customers Reliance One, a
common membership and loyalty programme across all its formats,
which follows the philosophy of 'Earn Anywhere, Spend Anywhere'.
Future Plans
The next two hypermarkets are to be opened in Jamnagar in Gujarat
and in the NCR by next month with plans to open 30 such marts by
the year. Raghu Pillai, President and CEO (operations and strategy),
Reliance Industries Limited (RIL) said the company is planning to set
up 500 hypermarkets across 784 towns by 2010.
Strategy
The hypermarket would be selling the products on EDLP (every day
low price) basis at prices 15-20 percent lower than market prices.
In order to grow faster and better in local markets with higher
margins, it has focused largely on local brands instead of national
brands or private labels. Local brands include
IndubenKhakrawala’sNamkeens, LijjatPapad, WaghBakri and
Madhur (spices brand). This is in addition to 100 private labels that
Reliance plans to display. Company’s Sources says that the share of
regional brands in the hyper marts would be over 10%.
Strengths
Keeping local brands at the outlets is more profitable and also makes
the supply chain more efficient. Being a bulk purchaser, Reliance
Mart can offer products at very low prices. Also taking into
consideration the local brands, the products at the outlets would be
easily acceptable by the customers. And there would be comparatively
less efforts needed by the marketer to explain the product to the
consumers.
Weaknesses
In some cases, few regional brands strongly liked by the consumers
offer lower margins than that offered by the national brands. It has to
face a tough competition by big shopping malls i.e. Big Bazaar,
Spencer Hyper, Vishal Mega Mart and the upcoming Wall Mart.
PRODUCT CATEGORIES
HOME FURNISHING
Drawing Room Bedroom
Door Mat Bed Sheet
Carpet Pillows
Curtains Pillow Cover
Kitchen Bathroom
Apron Bath Mats
Kitchen Napkin Towel Gift Sets
FOOTWEAR
BOYS GIRLS
Shoes Slippers
Sandals Sandals
LADIES MENS
Shoes Shoes
Slippers Slippers
MENS
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 Stawl
Sharara Blazer
Salwar Suit Track Suit
INFANTS
Garments Accessories
Hot Pant Bed Sheet
Frock Under Garments
Baba Suit Socks
WOMEN
Sarees Personal Items
Fancy(SRF) Cap(LCA)
Synthetics Socks(Las)
Banarsi
Jewellery Cosmetics
Necklace LIp Gloss
Ring Nail Polish
KIDS BOYS
Lower Sets Winter Wear
Jeans Night Suit Suit
Bermudas Baba Suit Blazer
Dungries Jacket
Upper Ethnic
Shirt Formal Kurta- Pyjama
T-Shirt Sherwani
KIDS GIRLS
Lower Sets Winter Wear
Hot Pant Night Suit Hipster Set
Skirt Capri Set Blazer
Dungries Jacket
Upper Ethnic
Tops(GWT) Sharara
Frock(GFK) Lancha
HOUSEHOLD
Dinner Set Jug Cake Server
Home Aids Pressure Cooker Non Stick
Floor Wiper Cooker Handi
Sanitary Brush Pressure Pan DosaTawa
General Plastic Electrical App. Bone China
Goods
Coffee Mug Chopper Soup Set
Bucket Microwave Oven Dessert Set
Glass Ware Thermo Ware Porcelain
Cup Tiffin Cup & Saucer
L$emon Set Container
LIFESTYLE
Time Zone Opticals Gifts & Novelties
Ladies Wrist Ladies Sun Glass Flower Vase
Watch
Mens Wrist Mens Sun Glass Key Chain
Watch
Mens Accessories Electric & Perfume/Deo
Electronics Items
Belts Battery(ABT) Spray
Wallets Calculator(EEC) Deo
FOOD MART
FOOD & BEVERAGES
Snacks
Drinks
Cereals
Vegetables
Fruits
Objectives of Study
Research Methodology
This section deals with research design used, data collection, methods
used and sampling methods used.
Research design
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
Data collection:
Primary data
Secondary data
1. QUESTIONAIRE
2. COLLECTION OF DATA DIRECTLY FROM THE
EMPLOYEES
3. OBSERVATION
4. INTERVIEW
(1) TELEPHONE INTERVIEW
(2) GROUP INTERVIEW
1. MAGAZINES
2. NEWSPAPERS
3. WEBSITES
SWOT ANALYSIS
Strength Weakness
Oppurtunites Threats
The SWOT analysis contains the
STRENGTH
WEAKNESS
OPPURTINITIES
THREATS
RELIANCE MART
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
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.
1. LIMITATION OF DATA
2. LIMITATION OF TIME
IN A LIMITED AREA
These limitations were very common and yet we came across these
with a positive note and the subsequent chapters in this report shall
explain the rationality behind the structural compilation.
WEBLIOGRAPHY
1. www.reliancemart.com
2. www.ril.com>bussiness
3. en.wikipedia.org/wiki/Reliance_Fresh
4. en.wikipedia.org/wiki/File:Reliance_Mart
5. www.scribd.com/.../marketing-strategies-adopted-by-
reliance-mart-vi...
6. www.thehindubusinessline.com/news/states/article3847767.e
ce
7. www.customercareinfo.in/reliance-retail
8. relianceworld.in/
9. www.offersincities.com/product.php?id_product=79
10. www.reliancedigital.in/returnpolicy.html
REFERENCES
1. The Hindu
2. Times of India
3. Economic Times
4. Reliance Fresh Bahubazar
5. Reliance Fresh Plaza
6. Reliance Mart Kanke
7. Reliance Footprint Upper Bazar