Professional Documents
Culture Documents
SUMMER TRAINING
Report
(For the session 2009-11)
on
In
1
CERTIFICATE
2
DECLARATION
3
4
ACKNOWLEDGEMENT
My industry guide and mentor Mr. Sanjay Prakash guided and encouraged
me throughout the project. And I would like to show my gratitude towards Mr.
Ashish Srivastava, Mr. Ashish Sharma, Mr. Sanjay Pandey, Mr. Amit Katara. I
owe special debt to them.
I would like to thank all the Store Managers, DC Manager, the QA team,
Head of PCS who provided me all the necessary information I needed.
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PREFACE
Industry Exposure is the most crucial part of the management
studies in which a student is
Able to synchronize his technical knowledge with practical
knowledge gained in the any of the
Organization.
I choose the project title “STUDYING STAPLES
CATEGORY MANAGEMENT AND CONSUMER
BEHAVIOUR AND COMPETITION “ in RELIANCE
FRESH .which is a great learning experience
6
TABLE OF CONTENTS
CHAPTER PAGE
NO. TITLE NO.
ABSTRACT
1 INTRODUCTION 12
1.1 COMPANY PROFILE 12
1.1.1 Reliance Group 16
1.1.2 Reliance Retail Limited 18
1.1.3 Reliance Fresh Ltd. 25
2 OBJECTIVE 27
3 RESEARCH METHDOLOGY 28
3.1 RETAIL SCENARIO IN INDIA 28
3.2 SWOT ANALYSIS OF RETAIL INDUSTRY IN INDIA 32
3.3 CATEGORY 36
3.4 STAPLES 39
4 PRICE BENCHMARKING 87
4.1 Introduction 87
4.2 Activity 89
4.3 Finding and Analysis 90
4.4 Recommendations 95
6 PROMOTIONS 103
6.1 Introduction 103
6.2 Finding and Analysis 104
6.3 Conclusions 105
6.4 Recommendations 105
7
7 PROCESSING OF STAPLES 106
7.1 Introduction 106
7.2 Recommendations 108
8. CONCLUSION 109
9 Appendix 110
10 ABBREVIATIONS 120
11 BIBLIOGRAPHY 120
8
ABSTRACT
Reliance Retail is the retail business wing of the Reliance business. Many
brands like Reliance Fresh, Reliance Footprint, Reliance Time out, Reliance
digital, Reliance Wellness, Relaince Trendz and Reliance Jewel come under the
Reliance Retail brand. In November 2007, Reliance announced its foray into the
branded jewelry market.
Delhi and NCR are divided into four clusters- the North and Central
cluster, the East cluster, the South and Faridabad cluster and the West and
Gurgaon cluster. For the survey on consumer behavior, the North and Central and
the East clusters were covered. Objective was to find the satisfaction level of
customers with the stores considering parameters like assortment, quality,
pricing, promotions and service. A study about the competition was also done.
Competition study was done for both the organized and unorganized sector. The
major competitors are KBs Fair Price, Big Apple, more., Sabka Bazaar,
Spencers’, 6 Ten, Big Bazaar, Vishal Mega Mart.
Recommendations:
The DC visit helped understand the back-end process. How the inventory
levels are maintained. In DC, three processes are involved- Inbound,
Replenishment and Outbound. The staples DC are Kirti Nagar (for Delhi stores)
and pataudi (for NCR stores).
10
A visit to the packing centre, in Jamalpur (Haryana) was also done. There,
the whole process of the cleaning, sorting and packing of own label takes place.
The process is both manual and automated. Rice, pulses, spices and dry fruits are
packed.
11
1. INTRODUCTION
1.1 COMPANY PROFILE
"Growth has no limit at Reliance. I keep revising my
vision.
Only when you can dream it, you can do it."
Dhirubhai H. Ambani
Founder Chairman Reliance Group
December 28, 1932 - July 6, 2002
12
among the top five to ten producers in the world in major
petrochemical products.
The Group exports products in excess of USD 11 billion to more
than 100 countries in the world. There are more than 25,000
employees on the rolls of Group Companies. Major Group
Companies are Reliance Industries Limited (including main
subsidiaries Reliance Petroleum Limited and Reliance Retail
limited), Indian Petrochemicals Corporation Limited and Reliance
Industrial Infrastructure Limited.
Vision
Dhirubhai H. Ambani
Founder Chairman Reliance Group
December 28, 1932 - July 6, 2002
Mission
14
For Reliance…
Growth is conservation
At Reliance, energy conservation efforts seek to reduce the unit
cost of fuels and to improve efficiencies in energy intensive
processes.
15
to reach his / her full potential by availing opportunities that
arise across the group.
16
1.1.1 RELIANCE GROUP
All of Reliance Group production and services ventures have one common
feature – global scale operations employing state-of-the-art technology in all
fields. The company is truly emerging as a well diversified conglomerate with
global competence in technology, management and financial capabilities to meet
the needs of a rapidly growing Indian market.
The Group's activities span exploration and production of oil and gas,
petroleum refining and marketing, petrochemicals (polyester, fibre intermediates,
plastics and chemicals), textiles and retail.
17
18
1.1.2 RELAINCE RETAIL LIMITED
Reliance Retail is the retail business wing of the Reliance business. Many
brands like Reliance Fresh, Reliance Footprint, Reliance Time out, Reliance
digital, Reliance Wellness and Reliance Jewel come under the Reliance Retail
brand. In November 2007, Reliance announced its foray into the branded jewelry
market.
"A new company, Reliance Retail Ltd. (RRL) will spearhead this
revolution. Reliance Industries will have a 100 per cent stake in RRL, save for
employee stock options," Reliance Industries stated in a press release.
Given the overarching nature of this initiative, RRL would entail an equity
investment to the extent of Rs. 10,000 crore ($2.24 billion). It would have to
expend more than Rs. 25,000 crore ($5.60 bilion) in the years to come.
19
"Organised retailing is a new business initiative of Reliance that signifies a
defining point in its history. This marks the full flowering of RIL's basic
philosophy: share and prosper. With this new initiative, Reliance will forge
strong and enduring bonds with millions of farmers and transform its relationship
with consumers to a new level.
The company would have a pan-India footprint covering 1,500 cities and
towns and embracing all strata of the society.
Reliance also had plans to open restaurant outlets within its stores.
Reliance expected a revenue target of US$ 20 billion through its retail operations
by 2010. Over a span of five years, RRL expected a 20 percent return on
investment.4 Reliance also had plans to enter the personal finance services
through its retail arm in order to tap the growing consumer loan segment. In
November 2006, RRL launched its first set of 11 retail stores under the 'Reliance
Fresh' format at Hyderabad.
The 'Reliance Fresh' store would have an average space of 2,300 sq. ft and
20
provide fresh fruits, vegetables, groceries and dairy products to consumers.
Gunender Kapur (Kapur), President and Chief Executive, Foods Business, RIL,
said, "Our intention is to bring high quality fresh food to the customers at an
affordable price."
. Most of the staples and dairy products are under its own private label
brands — ‘Reliance Select’. Now it has even launched R- select Noodles which
are priced lesser than the competitor Nestle’s Maggi. Private labels offer far
better profit margin to the retailer than branded products of FMCG companies.
Reliance wants to build a high-profitability business and food is, perhaps, the best
venture to start. That is because the Indian food supply chain is grossly
inefficient. There are several intermediaries, each of whom adds his own profit
margin to the cost. Besides, there is huge wastage in transit. This offers potential
for savings and profits. To reduce the cost and increase the profit it has been
sourcing out its requirements from the farmers. The main aim of the Reliance is
to eliminate the intermediaries in the sector and reduce the cost. Smaller stores
have two advantages. They bring down the cost of real estate (and increase
profits). It is easier to find space for small convenience stores in a quiet
neighborhood than for supermarkets in high streets.
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Targets 90,000 Crore Turnover by 2010
RIL has set a revenue target of Rs 90,000 crore (US$ 20 billion) from its
retail operations by year 2010, almost 10 per cent the size of the current
organised retail business in the country. It dwarfs India's current numero uno in
organised retail chain, Pantaloon Retail, which currently has an annual turnover
of US$ 240 million from its 84 outlets spread over 30 cities and has projected
revenues of US$ 2 billion by 2009.
The brains behind the mega retail venture have been able to ideate and
develop a low cost pan-India supply-chain model that will involve massive
economies of scale.
The retail foray will have almost all the leading Indian and international
brands, and possibly a sizeable presence of private labels as well, and would
clearly try and build a loyal customer base with tens of millions of consumers
from across the country.
While the sheer scale of operations will ensure Reliance's retail business a
20 per cent return on investment over a span of five years, its rural low cost-high
return investment will ensure sufficient competitive edge vis-à-vis purely urban
retail operators.
22
First Phase: 1,575 Outlets by March 2007
The first phase will see around 1,575 retail outlets coming up in just three
months – between December 2006 and March 2007. The first of these outlets will
be opening around September this year, either in Mumbai or Ahmedabad.
Reliable sources say that the retail business would start with 20 destination
points in A-class cities in India, and soon expand to over 100 destinations in a
very short span of time. On an average, each of these retail centres could be
spread over 100 acres of land that would house leisure and entertainment
facilities, small hospital complex, eateries and a big mall. RIL insiders are, of
course, tight-lipped about everything.
Further, it has been reported in the media circles that initially the company
has targeted the five states of Maharashtra, Gujarat, Punjab, West Bengal and
Andhra Pradesh for the first phase of retail rollout.
Gradually, in the next two to three years, Reliance Retail plans to establish
a pan-India presence of all its formats, targeting not only the major metros and
cities, but also the second-tier towns and semi-urban and even rural centres. Quite
clearly then, the number – 800 towns and cities – has been very strategically and
meticulously worked upon.
23
F&B to Generate 40% Sales Revenue, Direct Employment to Over 5 Lakh
It is internally estimated that the food and beverages category will account
for as much as 40 per cent of the total revenue generated from the Reliance Retail
venture and that the company plans to give direct employment to more than five
lakh people. About 23 CEOs across multiple functions and categories will
oversee the retail operations.
RIL has roped in leading retail consulting firm, Technopak Advisors, and
management consulting firm AT Kearney to provide specific and specialised
strategic inputs, and advise the top management of Reliance Retail during the
entire planning, design and implementation, and execution stages of the massive
retail foray, reports say.
24
Evaluation of Category Mix & Formats
The market insights and intelligence derived from this effort has helped
Reliance to evaluate each category on its market-size, growth rate and potential
as being one of the main determinants for its retail rollout operations. This can
clearly be taken as a precursor to Reliance's understanding of the retail market in
India, in terms of clear understanding of:
25
1.1.3 RELIANCE FRESH
The Reliance Fresh stores are convenience stores with an area of about
1000 to 4000 sq ft. In Reliance Fresh stores, the commodities are classified into
various categories like Staples, Fruits and Vegetables (F n V), Dairy, Processed
Foods (PF), Food and Beverages, House ware, Personal Care etc. Few stores
have apparel section also which has very low priced range and good quality
clothes.
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27
2. Objective of the study
28
3. RESEARCH METHDOLOGY
3.1 RETAIL SCENARIO IN INDIA
India retail industry is the largest industry in India, with an employment of
around 8% and contributing to over 10% of the country's GDP. Retail industry in
India is expected to rise 25% yearly being driven by strong income growth,
changing lifestyles, and favorable demographic patterns.
The Indian retail market, which is the fifth largest retail destination
globally, according to industry estimates is estimated to grow from the US$ 330
billion in 2007 to US$ 427 billion by 2010 and US$ 637 billion by 2015.
Simultaneously, modern retail is likely to increase its share in the total retail
market to 22 per cent by 2010.
India has one of the largest numbers of retail outlets in the world. Of the 12
million retail outlets present in the country, nearly 5 million sell food and related
products. Thought the market has been dominated by unorganized players, the
entry of domestic and international organized players is set to change the
scenario.
For a long time, organised retail in India remained the attraction of only a
few enterprising Indian entrepreneurs, who took the plunge into the deep sea of a
hitherto uncharted territory. It is only in the last 10-15 years that the retail sector's
inherent attractiveness started catching the attention of large corporate houses in
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India, like the Raheja Group, RPG Enterprises, the Piramal Group etc. But with
due respect to all of them, their vision has remained conservative and they have
been modest in scaling up their retail business models to take it to the next level
of operations with a pan-India presence.
What clearly lacked was the level of investments; the slow pace of
consolidation and indecisiveness in experimenting and migrating between
multiple formats, categories and channels. This has prevented them from reaping
the true benefits of modern retailing.
What is it that we can label as the compelling drivers of this new retail
thrust in India with a large corporate house like Reliance Industries announcing
big, not to mention international retail giants who are getting impatient to enter
India?
• The first driver is a self-sustaining buoyant Indian economy that is growing
at eight per cent a year.
• The second is that as the economy grows and expands, the consumption
habits and patterns of people also change – and it is changing real fast in
India.
• The third important driver of organized retail is the country's demography
– India is home to the largest and the youngest population in the world.
India's 300 million-odd middle-class, the real consumers, is catching the
attention of the world.
30
TOTAL AND ORGANIZED RETAIL MARKET SIZE IN INIDA
31
32
3. 2 SWOT ANALYSIS OF RETAIL INDUSTRY IN
INDIA
Retailing in India is gradually inching its way toward becoming the next
boom industry. The whole concept of shopping has altered in terms of format and
consumer buying behavior, ushering in a revolution in shopping in India. Modern
retail has entered India as seen in sprawling shopping centres, multi-storeyed
malls and huge complexes offer shopping, entertainment and food all under one
roof.
Strengths
Huge population, increasing per-capita income and changing consumer
habits - all these developments have culminated in the booming of the
retail sector in India.
Increasing per-capita income has led to the boom of retail sector in India.
The changing consumer buying behavior and the increasing number of
shaopping malls and other format stores is another strength of the Indan
retail industry.
The huge population and the diversified culture is also one factor for the
growth of the sector.
A large young working population with median age of 24 years.
The retail industry is providing employment generation.
The assortment is getting better. People are exposed to different cultures
and they want to try different products and this has led to the introduction
of variety of products in the induatry.
India retail industry is expanding itself most aggressively. By 2010, it is
estimated that India may have 600 shopping malls.
The awareness and the acceptability about hre retail market is increasing.
In the Indian retailing industry, food is the most dominating sector and is
growing at a rate of 9% annually.
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Weaknesses
34
Opportunities
35
Threats
36
3.3 CATEGORY
Staples
Processed Foods
Fruits and Vegetables (FnV)
Food and Beverages
Dairy
Personal Care (PC)
House ware
Cosmetics
Home Care
Confectionary
37
Category-wise contribution in the sales of Relaince Fresh
38
FOOD
Sub-categories
39
3.4 STAPLES
A. INTRODUCTION
A staple food is a food that forms the basis of a traditional diet. Staple
foods vary from place to place, but are typically inexpensive starchy foods of
vegetable origin that are high in food energy (Calories) and carbohydrate and that
can be stored for use throughout the year. The staple food of a specific cuisine
may commonly be served as part of every meal. Most staple foods derive either
from cereals such as wheat, barley, rye, maize, or rice, or starchy root vegetables
such as potatoes, yams, taro, and cassava. Other staple foods include pulses
(dried legumes) etc. In India, Rice and Pulses are most commonly eaten as
cooked entire grains; wheat and some other cereal are milled into flour.
In simple language, Staples are nothing but products that we use on a daily
basis. These products are raw in nature. We need to cook staples to consume
them, except dry fruits. Basic food products such as Rice, Wheat, Oils, Pulses
(Dals) Spices, Salt, Sugar and Dry Fruits are grouped under one big
umbrella called STAPLES.
Importance of Staples:
• It is the largest business in foods as it consists of items that are consumed
in every meal.
• In India, culture is diversified and so are the eating habits. So, there’s a
demand of huge variety in staples market.
• Staples category is one of the sections that consumers can’t do without. So,
it can be sold in each and every market.
• There’s a huge private label opportunity.
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41
Value of the staples sub-categories in market
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B. SUB-CATEGORIES OF STAPLES
1) Rice
2) Pulses
3) Wheat and Flour
4) Salt and Spices
5) Edible Oils
6) Sugar
7) Dry Fruits
1) RICE
Rice is a cereal foodstuff which forms an important part of the diet of many
people worldwide. Rice is a staple for a large part of the world's human
population, especially in tropical Latin America, and East, South and Southeast
Asia, making it the second-most consumed cereal grain.[3] A traditional food
plant in Africa, Rice has the potential to improve nutrition, boost food security,
foster rural development and support sustainable landcare.[4] Rice provides more
than one fifth of the calories consumed worldwide by humans.[5] In early 2008,
some governments and retailers began rationing supplies of the grain due to fears
of a global rice shortage.[6][7]
Rice is the staple food for 65% of the total population in India. The Indian
population was about 1 billion people in 2000 and is still growing at a high rate
(1.7% per year). Although the country exports several varieties of rice, many
scientists have expressed concern that current Indian rice production techniques
cannot sustain the growing domestic population. India has a large number of rice
dishes and many of them are very simple to prepare.
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Share of Major States in the Total Production of Rice
27%
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Classification of Rice:
Rice is broadly classified into Basmati and Non-basmati. These two are further
sub-divided into raw, par-boiled, boiled, flavored etc.
Wheat is a worldwide cultivated grass from the Levant area of the Middle
East. Globally, after maize, wheat is the second most produced food among the
cereal crops; rice ranks third. Wheat grain is a staple food used to make flour for
leavened, flat and steamed breads; cookies, cakes, pasta, noodles and couscous;
and for fermentation to make beer, alcohol, vodka or biofuel. Wheat is planted to
a limited extent as a forage crop for livestock, and the straw can be used as
fodder for livestock or as a construction material for roofing thatch.
45
Production Scenario:
46
Wheat - Different Classes for Different Uses
• Hard Red Winter Wheat and Hard Red Spring Wheat
– Produce a high-grade flour used to make bread, hamburger buns and
biscuits.
• Soft Wheat
– Produces flour that is desirable for baked goods that have a tender,
flaky or crisp texture, like cakes, doughnuts, cookies and crackers.
• White wheat
– Is a soft wheat that produces flour used for cereals, cookies and cakes
• Durum
– Which contains more protein than any other class -- produces a
coarse, golden amber product called semolina that is mixed with water
to form a dough to make pasta products like spaghetti, noodles and
macaroni.
Flour
Varieties of Flour
• Maida is a by product of wheat which contains the bulk of endosperm and
the innermost wall. Ground into a very fine white powder, this is highly
refined flour with all carbohydrate and very little of fibre, minerals and the
vitamins.
• Rava is the coarsely ground wheat product – with the fibre rich wall and the
endosperm.
• The Broken Wheat has the full grain broken coarsely into 5-8 pieces with
no refinement.
• Besan is Powdered Channa Dal – it is protein rich flour.
• Idly Rava (Boiled rice) for making the idly / dosa batter & also Upma.
• Upma Sooji – which is medium sized grain for making upma
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3) PULSES
Pulses are defined by the Food and Agricultural Organization of the United
Nations (FAO) as annual leguminous crops yielding from one to twelve grains or
seeds of variable size, shape and color within a pod. Pulses are used for food and
animal feed.
The term pulses, as used by the FAO, is reserved for crops harvested solely for
the dry grain. This therefore excludes green beans and green peas, which are
considered vegetable crops. Also excluded are crops that are mainly grown for oil
extraction (oilseeds like soybeans and peanuts), and crops which are used
exclusively for sowing (clovers, alfalfa).
Pulses are important food crops due to their high protein and essential amino
acid content. Like many leguminous crops, pulses play a key role in crop rotation
due to their ability to fix nitrogen. Indian pulse market is very price sensitive
market.
Production Scenario
World Scenario
o Dry Edible Beans account for 30% of world pulse trade
o Field Peas account for 40% of world pulse trade
o Canada is emerging as a major exporter in world
World Production Data
48
Indian Scenario
6
6%
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4) SPICES
Classification of Spices
Whole Spices- Coriander, Chilies, Turmeric, Cumin, Black Pepper,
Mustard, Black Cardamom, Cinnamon, Tamarind, etc.
Whole Spices – Powder- Red chilly powder, Coriander powder, Turmeric
powder, Black pepper powder
Spice Masala / Blend- Chaat Masala, Channa Masala, Rajma Masala,
Sambar Masala, Rasam Masala, Biryani Masala, Ginger Garlic Paste, etc.
Other Spices- Herbs e.g. Tej Patta (Bay Leaf)
Varieties Of Spices
Fruit Spices – Cardamom, Paprika
Bark Spices – Cinnamon,
Leaf / Herbs Spices – Bay Leaf, Basil, Parsley, Oregano, Rosemary, Mint
Flower Buds / Spices – Cloves, Saffron
Root Spices – Ginger, Turmeric
Seed - Nutmeg, Cumin, Black Pepper, Fenugreek, Mustard
5) EDIBLE OILS
• Oil is an essential requirement of body system as it provides Calories.
• Oils are essential cooking medium, used for Frying, Deep Frying, Salad
Dressing, Seasoning, etc.
• Oils are also called as “Edible oils”, further classified as:
– Filtered Oil
– Refined Oil
Filtered Oil- Raw oil is obtained simply through mechanical pressing. The
solids are filtered to prepare filtered oil. For example: groundnut oil,
mustard oil, til (gingely) oil, coconut oil & olive oil
Refined Oil - Refined oil is freed from impurities by giving various
treatments to raw oil. Refined oil is virtually tasteless and odourless &
colourless. For example: sunflower oil, Soya oil, Kardi oil, Blend oil, Rice
Bran oil and Palm Oil.
According to the USDA, the total world consumption of major vegetable oils in
2000 was:
51
World
Oil consumption
Notes
source (million
tons)
Accounts for about half of worldwide edible oil
Soybean 26.0
production.
The most widely produced tropical oil. Also used to
Palm 23.3
make biofuel.
One of the most widely used cooking oils, Canola is a
Rapeseed 13.1
(trademarked) variety (cultivar) of rapeseed.
Sunflower
8.6 Common cooking oil, also used to make biodiesel.
seed
Peanut 4.2 Peanut oil Mild-flavored cooking oil.
A major food oil, often used in industrial food
Cottonseed 3.6
processing.
Palm
2.7 From the seed of the African palm tree
Kernel
Used in cooking, cosmetics, soaps and as a fuel for
Olive 2.5
traditional oil lamps
52
As shown in the below given graph, world oilseed production has been
increasing
5) SUGAR
53
World Scenario
World Sugar Balance
(m tonne, raw value) 2007/08 2006/07 Change
in mt in %
Production 170.308 166.030 4.278 2.58
Consumption 159.169 154.985 4.184 2.70
Surplus / Deficit 11.139 11.045
Import demand 45.496 46.070 -0.574 -1.25
Export availability 49.768 46.077 3.691 8.01
End Stocks 74.716 67.849 6.867 10.12
Stocks/Consumption ratio
46.94 43.78
in%
Indian scenario
India has been known as the original home of sugar and sugarcane. Indian
mythology supports the above fact as it contains legends showing the origin of
sugarcane. India is the second largest producer of sugarcane next to Brazil.
Presently, about 4 million hectares of land is under sugarcane with an average
yield of 70 tonnes per hectare.
India is the largest single producer of sugar including traditional cane sugar
sweeteners, khandsari and Gur equivalent to 26 million tonnes raw value
followed by Brazil in the second place at 18.5 million tonnes. Even in respect of
white crystal sugar, India has ranked No.1 position in 7 out of last 10 years.
Traditional sweeteners Gur & Khandsari are consumed mostly by the rural
population in India. In the early 1930’s nearly 2/3rd of sugarcane production was
utilised for production of alternate sweeteners, Gur & Khandsari. With better
standard of living and higher incomes, the sweetener demand has shifted to white
sugar. Currently, about 1/3rd sugarcane production is utilised by the Gur &
Khandsari sectors. Being in the small scale sector, these two sectors are
completely free from controls and taxes which are applicable to the sugar sector.
The advent of modern sugar processing industry in India began in 1930
with grant of tariff protection to the Indian sugar industry. The number of sugar
mills increased from 30 in the year 1930 - 31 to 135 in the year 1935-36 and the
production during the same
period increased from 1.20 lakh tonnes to 9.34 lakh tonnes under the dynamic
leadership of the private sector.
54
Market Size : Rs. 50,000 Crores
Demand : Sugar - 18 million tons (growing @4%/year)
• Jaggery / Khandsari – 9 million tons (growing @2%/year)
No. of Sugar Mills – 566; Operational in current year – 453
2/3rd Sugar produced in 3 states (U.P., Maharashtra, Tamilnadu)
Sugarcane
Land 4.15 Million Hectares; Land Productivity 66 tons / Hectare (best in India
90 tons / Hectare)
Livelihood to 5 Crores people
280 million tons Sugarcane
180 million tons to Sugar
11 million tons to Khandsari; 59 million tons to Jaggery; 30 million tons for
Seed
Types of Sugar:
Granulated Sugar - There are many different types of granulated sugar. Most
of these are used only by food processors and professional bakers and are not
available in the supermarket. The types of granulated sugars differ in crystal
size. Each crystal size provides unique functional characteristics that make the
sugar appropriate for the food processor's special need.
Fruit Sugar- Fruit sugar is slightly finer than "regular" sugar and is used in
dry mixes such as gelatin desserts, pudding mixes and drink mixes. Fruit sugar
has a more uniform crystal size than "regular" sugar. The uniformity of crystal
size prevents separation or settling of smaller crystals to the bottom of the
box, an important quality in dry mixes and drink mixes.
Bakers Special- Bakers Specials crystal size is even finer than that of fruit
sugar. As its name suggests, it was developed specially for the baking
55
industry. Bakers Special is used for sugaring doughnuts and cookies as well as
in some commercial cakes to produce fine crumb texture.
Superfine, Ultrafine, or Bar Sugar- This sugar's crystal size is the finest of
all the types of granulated sugar. It is ideal for extra fine textured cakes and
meringues, as well as for sweetening fruits and iced-drinks since it dissolves
easily. In England, a sugar very similar to superfine sugar is known as caster
or castor, named after the type of shaker in which it is often packaged.
Coarse Sugar- The crystal size of coarse sugar is larger than that of "regular"
sugar. Coarse sugar is normally processed from the purest sugar liquor. This
processing method makes coarse sugar highly resistant to color change or
Inversion (natural breakdown to fructose and glucose) at high temperatures.
These characteristics are important in making fondants, confections and
liquors.
56
6) SALT
World Scenario
(Million metric tons, includes salt in brine)
Country 2006 2005 2004 2003 2002 2001 2000
United States 46.0 45.1 46.5 43.7 43.9 44.8 45.6
China 48.0 44.6 37.1 32.4 35.0 31.0 31.3
Germany 18.6 18.7 16.0 15.7 15.7 15.7 15.7
India 16.0 15.5 15.0 15.0 14.8 14.5 14.5
Canada 15.0 14.5 14.1 13.3 13.0 12.5 11.9
Australia 12.4 12.4 11.2 9.8 10.0 9.5 8.8
France 7.0 7.0 7.0 7.0 7.1 7.0 7.0
Brazil 7.3 6.7 6.5 6.1 7.0 6.0 6.0
United Kingdom 5.8 5.8 5.8 5.8 5.8 5.8 5.8
All Other 55.4 58.5 40.6 53.2 64.5 69.3 58.5
Totals 240.0 238.0 208.0 210.0 225.5 225.0 214.0
57
Indian Scenario
I
India is the fourth largest country in salt production, with U.S. and China
contending for the first place and Germany being the second.
India produces 16 million tonnes yearly. Households consume 8 million
tonnes and the Industry consumption is 6 million tonnes and the rest is exported
earning 2000 crores. Among the 11 salt making states, only three states, Gujarat,
Tamilnadu(mainly because of Tuticorin) and Rajasthan(mainly because of
Sambhar Lake) produce surplus salt than they consume. Gujarat produces 11
million tonnes or 71%, Tamilnadu makes 16%, Rajasthan makes 9% and the rest
of other states make 4%.
Classification of Salts
• Table Salt
– A fine grained refined salt with additives free flowing, is mainly used in
cooking and as natural consumption.
• Iodized salt
– Table salt with added iodine
– Particularly important in areas that lack natural iodine
– Important for preventing hyperthyroidism (Goiter).
• Crystal Salt
– Sharp in nature, Highly Salty
• Rock Salt
– Sold in large crystals, rock salt has a grayish hue because it is
unrefined.
– Makes a great bed for serving oyster and clams or combine it with ice
to make ice cream in hand cranked ice cream makers.
– Not recommended for cooking and table.
• Sea Salt
– Available in both fine and coarse grains
– Comes at a higher cost than table salt
– Made from evaporated sea water.
– Tends to include several naturally present trace minerals such as iodine,
magnesium and potassium, which give sea salt a fresher, lighter flavor
than standard table salt.
National Brands
Brand Company
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• Tata Salt Tata Chemicals ltd
• Annapurna Hindustan Lever Ltd
• Nirma Shudh Nirma Chemicals ltd
• Captain Cook Hindustan Lever Ltd
• Ashirvaad ITC Foods Ltd
7) DRY FRUITS
Dried fruit is fruit that has been dried, either naturally or through use of a
machine, such as a food dehydrator. Raisins, almonds, cashewnuts, walnuts,
apricots, prunes, and dates are examples of popular dried fruits. Drying
preserves fruit, even in the absence of refrigeration, and significantly
lengthens its shelf life. When fresh fruit is unavailable, impractical, or out of
season, dried fruit can provide an alternative. It is often added to baking mixes
and breakfast cereals.
RICE
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In rice, many varieties like parmal, dubar, tibar, sella, ponni, pulav etc. are
available. In other brands, India Gate, Kohinoor, Noor Jahan, Hello can be found
in the store.
Details of Rice in RR
Matured Scented Rice - Rice like Basmati which are used to prepare
special rice dishes
Matured Rice- Rice like Sona Masuri, Parmal & Ponni which are Old
rice, gives more quantity after cooking
Standard- Rice like Sona Masuri, Parmal, Ponni, Idly Rice, Pongal Rice,
etc.,
Par Boiled / Boiled Rice- Regular Par- Boiled & Boiled rice eg., Dosa,
Idly rice, Puttu Rice, etc.
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Sample – Reliance’s Own Label SKU’s
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WHEAT AND FLOUR
Flour has Select atta, sooji, maida etc. and Aashirvaad, Shakti Bhog,
rajdhani, Raama Bhoj are other brands available.
PULSES
In pulses, varieties like chana dal, arhar dal, moong chilka, mooong, lobia,
kabuli chana, rajma chitra etc. are available. In few stores, Divine organic
pulses are available
SPICES
Spices have both Value and Select label SKUs. In other brands, MDH,
Everest, PRS, Sahiba are few to name.
EDIBLE OILS
Oils have major brands like Fortune, Saffola, Sundrop, Nature Fresh,
Nutrela, Dhara etc.
SUGAR
SALT
In Salt, Tata, Saffola along with Select label.
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DRY FRUITS
Dry Fruits are available only in the private labels Value and Select.
Californian Prunes and some roasted varieties are also available.
LOOSE
In loose, rice varieties like parmal, duabr, tibar, sella etc., pulses like toor
dal, chana dal, rajma chitra, kabuli channa nad sugar are available.
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3.5 SURVEY FOR STUDYING CONSUMER BEHAVIOR
AND COMPETITION
3.5.1 INTRODUCTION
Delhi and NCR are divided into four clusters- the North and Central cluster,
the East cluster, the South and Faridabad cluster and the West and Gurgaon
cluster. For the survey on consumer behavior, the North and Central and the East
clusters were covered. The survey helped understand consumers’ preferences for
different SKUs and satisfaction level for Reliance Fresh stores and also where it
stands in market as compared to its competitors in customers’ view. The major
competitors are KBs Fair Price, Big Apple, more., Sabka Bazaar, Spencers’, 6
Ten, Big Bazaar, Vishal Mega Mart.
The recommendations for both the cluster are common, so given at the end.
OBJECTIVES:
To determine the satisfaction levels of consumers with Reliance Fresh
stores’ service and other parameters like SKU’s quality, availability, the
whole assortment and pricing
To find the KVIs in all the sub-categories.
To study preferences of consumers for private label over other brands.
To find any new SKUs that consumers want the stores to have.
To study the competition from both organized and unorganized retailing.
METHODOLGY:
Primary data was collected.
Questionnaire was designed.
Respondents were selected randomly.
The survey was done for both the clusters separately.
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SAMPLING PLAN:
Sampling unit: Customers at Reliance Fresh stores were selected
Sample size: 30 customers
Sampling procedure: Customers were selected randomly and were given
questionnaire or just asked the questions.
2) Quality
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o In packed, there are no complaints about quality but in loose, around 10%
are not satisfied with the quality of Parmal.
o Only 10% do not like loose sugar and no complaints against packed.
o In loose, Arhar, Kabuli Chana’s quality was not satisfactory.
o Around 5% of the customers who used Reliance Select Atta did not like its
quality and the rest are satisfied.
o There are no complaints about the quality of spices and salt.
o Customers are satisfied with the quality of dry fruits.
4) Pricing
o Around 25% of the customers feel that shopping for their whole month
grocery from Reliance Fresh would cost them Rs.100-150/- more than
from a wholesale market.
o In organized, KBs Fair Price, 6 Ten are giving competition
o The prices of oils, dry fruits, pulses are high.
o Around 35% of the customers are satisfied with the prices.
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3.5.3 THE EAST CLUSTER
The East cluster is very much diversified. At one end, it has catchment A
stores like the Preet Vihar, Krishna Nagar and then, there are stores in
Zaffarabad, Maujpur Gondha, Seemapuri etc., which are typical C catchment
stores.
4) Pricing
o Around 28% of the customers feel that shopping for their whole month
grocery from Reliance Fresh would cost them Rs.100-150/- more than
from a wholesale market.
o In organized, 6 Ten and KBs, Big Bazaar are the major competitors.
o The prices of oils, dry fruits, pulses are high.
o Around 28% of the customers are satisfied with the prices.
Conclusions:
1) In the East cluster, both the unorganized and organized sectors are giving
competition.
2) Wholesale markets like Jheel and the major markets of Laxmi Nagar are
giving strong competition in unorganized retail.
3) In organized retailing, KBs Fair Price, Big Apple, Big Bazaar, 6 Ten are
giving major competition.
4) Though 6 Ten has lesser variety but its prices are competitive.
5) Majority find our prices higher than the local grocery stores and the
wholesale market.
6) Customers are satisfied with the assortment. Earlier, kutti mirch was not in
stores but now PRS label has been introduced. Jeera powder and coriander
powder are also in much demand but not available in stores.
7) Customers are satisfied with the quality of most of the private label SKUs.
8) Customers want better quality in loose SKUs.
9) Loose parmal, kabuli chana and toor dal do not have good quality.
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10) The customers want more attractive offers in staples category.
11) Private label’s demand is increasing.
12) Stores’ service not much satisfactory as per expectations but can be
improved by appointing more efficient CSAs.
13) Common problem while billing, mainly at peak hours.
14) Customers want the oil bay to be cleaner as they expect a high quality
service in Reliance Fresh stores.
15) All SKUs are not available all the time. Major problem with besan, sooji,
Fortune soya 5l jar etc.
16) Customers are not aware of the difference between the quality of the loose
and packed SKUs.
17) Chander Nagar store, Maujpur Gondha, Brahmpuri stores have good
mechandising. In loose, sugar is the highest selling SKU.
3.5.4 RECOMMENDATIONS
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3.5.5 PRESENTATION OF DATA ANALYSIS OF BOTH THE
CLUSTERS
The data analysis is done sub-category wise and three aspects are covered foe
each sub-category:
Brands preferred by consumer
Type of market (organized or unorganized i.e., wholesale or local grocery
store)
1) EDIBLE OILS
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73
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2) RICE
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3) PULSES
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4) WHEAT AND FLOUR
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80
5) SPICES
6) SALT
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82
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7) DRY FRUITS
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8) SUGAR
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4 PRICE BENCHMARKING
4.1 INTRODUCTION
In price benchmarking, KVIs and then the major competitors in the state
are selected and the price of each SKU in each competitor’s store is obtained.
Then, as per competitor’s price and considering the margin on that particular
SKU, its price is decided. The price benchmarking process is explained as
follows:
Category C: Others
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• To be priced on cost plus basis
• To be monitored every month (correction if required)
• Contributing 10% of staples sales
• Selling price= Cost + targeted Margin
• E.g. Blended spices, Dry fruits
To deliver better margin and also to ensure competitive pricing, stores are
classified under two zones (A and B).
• Zone A – The competition is primarily modern formats & catchment is
Section A and B population
• Zone B – The competition is primarily Wholesale / Semi-wholesale /
Local retailer & Catchment is Section B and C population
Differential Pricing between two zones will be adopted only for Top 7
SKUs of Category A SKUs based on the competition
Importance of Benchmarking:
4.2 ACTIVITY
OBJECTIVE:
METHODOLOGY:
The price benchmarking was done on 24th May, 2nd June and 18th June.
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4.3 FINDING AND ANALYSIS:
The comparative analysis of the prices of the various SKUs sub-category wise is
given as follows:
EDIBLE OILS
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SUGAR
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FLOUR
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LOOSE
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RAJMA AND CHANA
PACKED DALS
CONCLUSIONS:
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1) As was found during benchmarking the CSAs in Reliance Fresh stores did
not know the prices of the KVIs.
2) Proper SELS were not there.
3) We have competitive price in most of the SKUs.
4) 6 Ten and KBs Fair Price are giving competition in pricing.
5) Reliance Fresh stores’ assortment is satisfactory.
6) Many competitors’ stores do not have Nutrela Soyyum oil.
7) Packed Parmal and Dubar are available in very few stores.
8) In loose, prices are higher except for sugar.
9) The price of Fortune Soya oil 5l jar is higher than that of most of the stores.
4.4 RECOMMENDATIONS:
1) CSAs should know the prices of the KVIs.
2) Benchmarking can be done for some other variety in rice.
3) In loose, rice SKUs can be benchmarked for pricing.
4) Price benchmarking can be done for major wholesale market and the local
grocery store of a particular area to have a deeper idea.
5) In loose, along with the price, quality benchmarking can also be done just
through visual observation.
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5 ASSORTMENT AND PLANOGRAMMING
OBJECTIVE:
To study the assortment and planogramming processes.
ASSORTMENT
Assortment can be defined as the starting point for optimum use of store and
shelf space thereby determining the optimal product offering that achieves
target consumer fulfillment and enhanced business results for retailers and
suppliers. Assortment is finalized after the following three processes are
carried out.
1) Catchment study:
A study of the store’s catchment should be done. This helps in the
assortment and thus becomes easier to decide which SKUs should be kept
in the store. For Reliance Fresh stores, three types of catchments have been
identified.
Catchment A- The store is in an area which has majority of the
customers of high income group and the competition is moderate. In
such catchment, premium SKUs’ MBQ are generally kept high.
Catchment B- The store is in a middle class dominated area and with
a fair competition. A high class area can also be included in this
catchment if the competition is very strong, for example, Rani Bagh
is a high income group area but the store is surrounded by all three
types of competitors- organised, wholesaler and local grocery stores.
Catchment C- The store is in an area where the majority of the
population is of lower middle class group and the competition is also
strong.
2) Assortment:
After catchment’s study, the assortment is finalized for the store and it
depends on two factors- catchment and the size of the store. In a catchment A
large-sized store, along with premium SKUs, other can also be kept as the
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store would have enough space. But, the premium SKUs’ (like Saffola Gold,
India Gate Classic) MBQ should be high.
But in a catchment A small-sized store only the KVIs and the premium
SKUs should be kept. The small space should be utilized in best way possible.
In a Catchment C large-sized store, the core and regular SKUs’ MBQ
should be high and premium SKUs can be kept but with low MBQ. But in a
small-sized store, the premium SKUs like Olive Oil should not be kept.
And then based on the number of bays allocated to the category, the
assortment is decided upon.
PLANOGRAMMING
Planogramming is a method of inventory control and merchandise display
that allows a retailer to maintain shelf inventory for maximum efficiency. A
planogram is prepared after the assortment is finalized for that particular store.
And for an already existing store, refit planogram is made. If a particular SKU
is not in the POG and it has to be kept in the store then a label saying NOP
(Not in Plano) is put.
Plano guidelines
Study the store layout and customer circulation before making the POG
Visualize the bays
Use top sheets
Allocate shelves by bricks
Pack the shelves- go for stacking (horizontal or vertical)
Adjust shelf height to maximize space utilization.
3) Adjacency
• Sugar + dry fruits (in same bay)
• Dry Fruits and spices will be at the two ends of the staples category.
Dry Fruits OR Spices will be nearest to cash till
• All cereals in adjacent shelves
• Spices + Oil in adjacent shelves
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6) Private labels
1) Eyelevel
2) Next to brand leader
3) Equal facing to top seller
7) Items with similar weight factor should be placed on the same shelf
Making a POG
The concept team allocates bays to all the categories.
A fixture plan having the category-wise bay allocation is provided
Then, the category team makes the POG for the allocated bays.
For staples, minimum 10 bays have to be allocated. If the store is very
small, then lesser number bays can be given.
In customer flow, oil bay should come first as they have the major
contribution and when shopping for whole month grocery, customer goes
there first.
In an oil bay, the premium SKUs (Saffola gold, Olive oil) are kept in the
first bay, then the popular oils like Fortune Soya oil, followed by Mustard
oil.
The promo SKUs are kept in the end cap.
Bulk packs of rice and flour are stacked on palettes.
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Sample POG for Popular Oils
Facing- top-
BAY Article Shelf horizonta Shelf top Total
ID/Desc No. EAN Code SKU Name No. Depth l Stacking MBQ MBQ MBQ
49000006 890151211050 SUNDROP NUTRILITE 1
TUG20(3ft) 1 3 LTR PP 6 7 3 1 21 21
49000667 890600633072 NATURE FRESH ACTILITE
TUG20(3ft) 4 6 OIL 1L PP 6 7 4 1 28 28
49000553 890600728003 FORTUNE SOYA OIL 1 LTR
TUG20(3ft) 4 7 PP 5 7 7 1 49 71 120
49000053 890403200043 NUTRELA SOYYAM OIL
TUG20(3ft) 7 9 1LTR PP 4 7 7 1 49 11 60
49001742 890600941110 GOODHEALTH SOYA OIL 1
TUG20(3ft) 5 1 LTR PP 3 7 7 1 49 11 60
49001742 890600941033
TUG20(3ft) 7 3 VITAL SOYA OIL 1 LTR PP 2 7 2 1 14 14
49007143 DHARA FIT N FINE 1 LTR
TUG20(3ft) 7 490071437 PP 2 7 1 1 7 7
49005267 DALDA SOYABEAN 1 LTR
TUG20(3ft) 7 890601464017 PP 2 7 2 1 14 14
49001618 FORTUNE PURE GROPUND
TUG20(3ft) 4 490016184 NUT OIL 1 LTR PP 2 7 1 1 7 7
49000564 890151211080 SUNDROP NUTRILITE
TUG20(3ft) 2 0 SOYABEAN OIL 5L JAR 1 4 1 1 4 4
49000553 890600728006 FORTUNE SOYA OIL 5 LTR
TUG20(3ft) 3 8 JAR 1 4 2 1 8 15
49000667 890600633062 NATURE FRESH
TUG20(3ft) 6 7 ACTILITTE OIL 5L PP 1 4 1 1 4 4
6 PROMOTIONS
6.1 INTRODUCTION
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Promotion involves disseminating information about a product, product
line, brand, or company. Every month a promo cycle starts, in which new promos
for every categories are execute in stores.
In retail, promotions are designed to promote the goods and services
offered in the business district and to directly generate retail sales. The
promotions should be used as part of a broader promotional strategy, which also
can include special events and image-building promotions. Promotions can either
be discount-oriented sales events or targeted, non-sale promotional events.
Retail events can promote general services (e.g. invited hours for regular
customers), convenience and special attractions, rather than using reduced prices
to draw shoppers.
Objective:
To check the promo execution for the promo cycle of 26th June-31st July in the
allotted stores and suggest ways to improve the merchandising.
Methodology:
Four stores were allotted- Zaffarabad, Preet Vihar, Acharya Niketan and
Madhuban Chowk. The promos were executed in all the stores where stock was
available. It was done in both Hindi and English.
2) Preet Vihar
a. Promo execution poor.
b. Picric 1kg and 5kg stock was not available
c. Fortune Soyabean oil15l jar was not available
d. SM and the supervisor did not know any of the promos.
3) Acharya Niketan
a. Promos execution was good.
b. Fortune soya 15l jar was not available and cluster head was not
informed about it.
4) Madhuban Chowk
a. Promo execution was good.
b. Picric 1kg rice was not available in the store.
c. Spices Rs. 99/- and Rs. 7/- off on Potato Economy was not coming in
POS.
d. Fortune Soyabean oil15l jar was not available
6.3 CONCLUSIONS:
1) SMs are not aware about all the promos though there are very few promos
in staples.
2) Stock availability is a major problem.
3) SMs do not inform the category about the stock unavailability.
4) SMs and CSAs do not take the promos execution seriously.
5) Customers are not able to understand all the promos.
6) The execution is not attractive enough and the customer sometimes doesn’t
notice it.
6.4 RECOMMENDATIONS:
1) A meeting for each cluster should be held before every promo cycle, to
brief all the SMs about the promos in every category.
2) The SMs should brief all the CSAs and the ASMs about the top promos of
each category.
3) The SMs should check for promo SKU’s stock availability regularly.
4) Category team should be informed about stock updation.
5) Promos should be executed in attractive manner.
6) Attractive posters can be put up at the entrance.
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7) Announcements should be made about the top promos.
8) Promo execution should be in both Hindi and English.
9) CSAs should convince customers about the promotions.
10) The promo SKUs should be kept at eye level or noticeable locations.
11) Promo SKUs should never be kept at top or the lower shelves.
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7 PROCESSING CENTRE FOR STAPLES
7.1 INTRODUCTION
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The process of the cleaning, sorting and packing consists of following
steps:
Separator
(to remove small impurities)
Destoner
(has magnet also to remove iron matter)
Combinator (optional)
(has both separator nad destoner)
Grader or Classifier
(separate grains on the basis of their size i.e., large or small)
Sortex Z+
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(system based machine. Separates discoloured grains. The required colour quality
is fed into the system and then discolored grains are recognized and separated by
a beam)
Polisher (optional)
(both water and oil polish)
7.2 RECOMMENDATIONS:
In manual packing, the workers must wear gloves.
Proper hygiene conditions should be maintained while packing.
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8 CONCLUSIONS
1) In the North and Central cluster, the major competition is from unorganized
retail as there are major wholesale markets like Khari Baoli, Naya Bazaar
and the local grocery stores are decades old and consumers are habitual of
shopping there.
2) In the East cluster, wholesale markets like Jheel and the major markets of
Laxmi Nagar are giving strong competition in unorganized retail.
3) In organized retailing, KBs Fair Price, Big Apple, Big Bazaar, 6 Ten are
giving major competition.
4) Majority find our prices higher than the local grocery stores and the
wholesale market.
5) Customers are not willing to switch to organized retail stores for their
grocery shopping as they are very particular about the taste and price of the
wholesale market products.
6) Customers are satisfied with the assortment also. Earlier, kutti mirch was not
in stores but now PRS label has been introduced. Jeera powder and coriander
powder are also in much demand but not available in stores.
7) Customers are satisfied with the quality of most of the private label SKUs.
8) The customers want more attractive offers in staples category.
9) Private label is used by a smaller segment but its demand can be increased.
10) Stores’ service not much satisfactory but can be improved by appointing
more efficient CSAs.
11) Common problem while billing, mainly at peak hours.
12) Model Town and Pitampura stores have the best service.
13) Customers want the oil bay to be cleaner as they expect a high quality
service in Reliance Fresh stores.
14) All SKUs are not available all the time.
15) Customers are not aware of the difference between the quality of the loose
and packed SKUs.
16) Customers want better quality in loose SKUs.
17) In loose, sugar is the highest selling SKU.
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9 APPENDIXES
QUESTIONNAIRE
FOR
STUDYING CONSUMER BEHAVIOUR AND THE
COMPETITION IN THE “STAPLES” CATEGORY
FOR RELIANCE FRESH
Cluster: ________________________________
Date: _______________
Time: _______________
Name: ____________________________________________
Age: ________
Occupation: ______________________
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Please answer the following questions:
Yes No
Yes No
Rice:
_______________________________________________________
_________________________________________________________
__
Edible Oils:
__________________________________________________
Sugar:
______________________________________________________
Flour:
______________________________________________________
4) Please mark as per your choice against the below given aspects about the
“Staples Section” of the store:
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Excellent Good Average Bad
a) Quality:
i) Rice
ii) Pulses
iii) Wheat n Flour
iv) Edible Oils
v) Sugars
vi) Salts
vii) Spices
viii) Dry Fruits
b) Variety:
i) Rice
ii) Pulses
iii) Wheat n Flour
iv) Edible Oils
v) Sugars
vi) Salts
vii) Spices
viii) Dry Fruits
c) Availability of products:
i) Rice
ii) Pulses
iii) Wheat n Flour
iv) Edible Oils
v) Sugars
vi) Salts
vii) Spices
viii) Dry Fruits
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d) Service:
Yes No
Yes No
______________________________________________________________
_______
Yes No
Yes No
___________________________________________________________
_______
Good Bad
_________________________________________________________________
e) Promotions:
_____________________________________________________-
___________
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a) Rice
i) Org.
ii) Unorg.
b) Pulses
i) Org.
ii) Unorg.
c) Wheat n Flour
i) Org.
ii) Unorg.
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d) Edible Oils
i) Org.
ii) Unorg.
e) Sugars
i) Org.
ii) Unorg.
f) Salts
i) Org.
ii) Unorg.
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g) Spices
i) Org.
ii) Unorg.
h) Dry Fruits
i) Org.
ii) Unorg.
6) Would you like Reliance Fresh to introduce any new product in staples?
Rice
__________________________________________________________
Pulses
___________________________________________________
Wheat n Flour
___________________________________________________
Edible Oils
___________________________________________________
Sugars
____________________________________________________
Salts
__________________________________________________________
Spices
_________________________________________________________
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Dry Fruits
_______________________________________________________
1) ______________________________________________
2) ___________________________________________________
i) Quality
ii) Variety
iii) Avail. of products
iv) Promotions
v) Service
3) ___________________________________________________
i) Quality
ii) Variety
iii) Avail. of products
iv) Promotions
v) Service
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4) ___________________________________________________
i) Quality
ii) Variety
iii) Avail. of products
iv) Promotions
v) Service
5) ___________________________________________________
i) Quality
ii) Variety
iii) Avail. of products
iv) Promotions
v) Service
______________________________________________________________
__
THANK YOU!
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10 ABBREVIATIONS
POG- Planogram
11 BIBLIOGRAPHIES
Referred Sites:-
www.reliance.com
www.google.com
Referred Books:-
o Marketing Research-Paneerselvam
o Research Methodology-C.R. Kothari
o Principle of marketing-Philip Kotler
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