A

Presentation
on

Reliance

fresh
BY
Jaishri BA
0807
RELIANCE FRESH

 Reliance Fresh is the convenience

store format
 Part of Reliance Industries of India
which is headed by Mukesh Ambani
 RIL’s dream of retail revaluation got
kicked-started in AP when its Reliance
Fresh supermarket opened its doors
to World
Cont…

 Following the first , company opened

10 more stores as a first step towards
creating a mega retail chain across
the country
 The Reliance Fresh supermarket chain
was Ril’s Rs. 25000 crores venture
 It sells fruits , vegetables, stapels
,groceries, and dairy products
Cont…

 Retail chain closely follows the moves

of global players like Wal-Mart store
Inc and Metro AG seeking to open
shop here in country
 It has almost more than 500 fresh
across the country
Corporates - Indian Retail
 Spencers
 Oldest Retailer in India
 135 Stores in 27 Cities
 Plans to open 365 Stores in 365 days

 Big Bazaar
 53 Stores and fast expanding

 Subhiksha
 700 stores operational
 Plans to touch 1000 in this financial year

 Aditya Birla Group

 Acquired 160 stores of Trinetra, a well established retail chain of Southern India
 Took over Fabmall about 50 stores
 Plans to set up 15 Hyper Markets in Pune alone
 Additional 1000 Super/Hyper markets across the country in next 3 years

 Bharti
 Joint Venture with Walmart
 Plans to begin operations next year

 Metro AG
 German Retail Giant
PRODUCT
PRODUCT
STRATEGY
STRATEGY
Product range
 Vegetables and fruits.
 House hold Items.
 Food and Beverages.
 Groceries.
 Dairy Products.
 Refrigerated products.
 Non food items.
 Ready to eat items.
PRODUCT
STRATEGY
 Product Labeling.
 Product Packaging.
 Arrangement.
 New products.
 Product Quality.
 Launched new
products of its own.
 Home Delivery.
PRICING STRATEGY

 Discount pricing
strategy.
 Wide price range of
each items.
 Credit card
acceptance.
 Accept coupons.
 Competitive prices.
PRICING STRATEGY

 Price marked in
paisas.

 comparable cost.
Distribution Srategy
vInefficient food chain supp
 Intermediatory profit margin
 Wastages in transit
 Sourcing out requirement
 Eg. Banjara hill outlet (A.P)
Cont..

 Up to mark inventory
 Target urban citiess
Promotional Strategy

 Advertising
 Sales Promotion
 Festive season special offers
 Live announcement & spot discounts
 Reliance Fresh membership cards
 Promotes new product.
 Orgnising events
 Providing gifts-Free goods.
All these are common strategies.
What Reliance Fresh is doing?

 To increase sales volume-

Concentrate on Visual Merchandising-
New concept of promotional strategy.

 One to One Marketing-

 Direct & Long term relationship with

farmers &manufacturers.

 Providing concessional long term loan to

Farmers.
 FUTURE PLANS
ü Plans to add more store across different
geographic
by 2011.
ü Reliance is aiming to touch almost every
Indian consumer.
ü Reliance plans to label sale to kirana
store.
Beauty & wellness Reliance
wellness
Consumer durable Reliance
digital
FUTURE PLANS

ü Bring new format of food and café.

--
Reliance food

ü Reliance ready to launch pharmacy

retail store

ü Invest 20k cr expected sales of 2 lkh cr

ü reliance center will house everything

 Great opportunity
v/s
The Big problem

Roadside vegetable vendors demonstrated in front of a

Reliance Fresh Store in Ranchi, Jharkhand on 8 May 07
THANK