SUBMITTED TO:

MR. VIKAS KUMAR

SUBMITTED BY:
SHRITIKA BHATT
REKHA JAIN
HARSHA KUMARI
M.F.M-I
2014-16

TABLE OF CONTENT

1. INTRODUCTION

3-5

2. PRIVATE LABEL

6- 7

3. MARKETING MIX

8- 9

4. CRM

10

5. STP

11

6.

12

SWOT ANALYSIS

7. CONCLUSION

13

8. REFERENCES

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INTRODUCTION
RETAIL IN 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
rise25% yearly being driven by strong income growth, changing lifestyles, and favorable
demographic patterns. It is expected that by 2016 modern retail industry in India will be
worth US$ 175- 200 billion.
Shopping in India has witnessed a revolution with the change in the consumer buying
behavior and the whole format of shopping is also changing. India retail industry is
expanding at a faster pace as a result a great demand for real estate is being created. (1)

RELIANCE RETAIL LIMITED (RRL):

Is a subsidiary of Reliance Industries Limited, which is based in Mumbai. It was set up in
2006 and marks the foray of the Reliance Group into organized retail.

SUBSIDIARIES & DIVISIONS:

There are over 45 Subsidiaries & divisions of Reliance Retail and list of major divisions are:
1

Reliance Fresh - Retail outlets of fruits, vegetables & groceries. This division is yet to
become profitable.

Reliance Digital - Consumer Electronics retail stores. It had 139 stores in Mar 2013.

Reliance Jewels - Jewellery; It had revenues of approx. Rs. 8 billion in financial year
2012-13.

Reliance Time Out - Lifestyle store of Books, Music, Movies, Toys, Gaming,
Fragrances, and Stationery.

Reliance Trends, Reliance Footprint and Reliance Living - Apparel and Clothing. It
had revenues of approx. Rs. 16 billion in financial year 2012-13.

RELIANCE TRENDS
Reliance Trends is the fashion apparel & accessories specialty concept of a Reliance Retail.
It offers a homogeneous mix of private labels and brands across men's, women's and
children's categories. The chains biggest business is from private labels. Nearly 60 per cent
of revenue comes from the private brands. Besides this Reliance Trends also stocks leading
national and international brands. The stores core principle is: Fashion at great value.

COMPANY PROFILE

Company

Reliance Retail

Subsidiary Company

Reliance Trends

Founded

2007

Headquarters

Mumbai

Chairman and Managing Director

Shri Mukesh Ambani

Store Location at Patna

Navyug Kamla Business Park, Beside Amway

Office, East Boring Canal Road, Boring Road in
Patna.

The apparel, luggage and accessories division of reliance retail has announced the launch of
their first apparel specialty store Reliance Trend.
It has been designed and furnished by the best of the international design agencies to offer a
high style and lavish experience to the Indian consumer.
The store layout compliments the evolving tastes and preference of fashion savvy consumers,
giving them an opportunity to view/shop with ease, along with an army of well trained
customer service associates to compliment the entire shopping process.
4

VISION:
The vision of the brand is to enrich quality of life of Indian households by giving them access
to quality, fashionable clothing at extreme value.

MISSION:
To be the Indias largest apparel retailer and the dominant player in retail space.

PRIVATE LABELS
For the first time in organized retail, Reliance Trends is introducing Made to Measure
Tailoring service offering customized fits to all the customers buying fabric from the store at
prices compatible to neighborhood tailors.
Reliance Trends is offers a homogenous mix of private label of brands across mens, womens
and childrens category to fulfill every customers requirements.
The Network range of garments comprises of formal office wear and collection for men and
women, while the Netplay range, showcases a smart casual collection for the evolving
workplace. The DNMX range has been developed with a clear focus on the youth of India,
offering them exclusively crafted fashion garments like Denims, T-shirts etc.
Aparsh range of Indian wear for women, offers the finest collection of salwar kurtas,
churidars and a fast evolving Mix and Match range of garments. An exclusive label Panda is
for infants and toddlers, while the FRENDZ range of garments complement the wardrobes of
the growing generation of boys and girls.

Apart from these private labels, the store also offers some of the most renowned brands in the
country like Levis Strauss Signature, Peter England, Indigo Nation, American Tourister, John
Players etc. Some designer labels either directly or through their sub brands most of these
exclusively for Reliance Trends.

The specific private label called First Class, is designed to cater to the range of garments
cutting across mens, womens and childrens wear to deliver extreme value to the Indian
consumers.

MARKETING MIX
PRICE:
Price is major concern for sales in Patna.
People are price sensitive while buying apparels.
People are ready to pay little higher price for a good quality and fashionable product.
But like others, population of Patna also rushes for discounts and offers etc.
The main focus of Reliance Trends is affordability and to offer the common man quality and
fashionable clothing at remarkably low prices.
Rs.399 - 2999 (Mens Apparel)
Rs.299 - 3999 (Womens)
Rs. 299 1299(Kids)
Rs.269 - 2999 (Accessories)

PLACE:

Reliance Trend is located at Navyug Kamla Business Park, Beside Amway Office, East
Boring Canal Road, Boring Road in Patna.
Stand alone building with 3 floors (around 4000sq. mt each)
Good transportation facility is available here.
Centrally located .
Crowd is maximum in this area.

PRODUCT:
8

 People along with a good quality product, want good after- sales- service also.
Reliance trends can keep matching accessories with costly apparels, for up sells.
A very different and stylish product is expected every other day.
Reliance trends offer some of the best Indian and International brands.
Introduced a Made to Measure tailoring service.
It offers wide range of mens apparel, womens apparel and kidswear along with accessories
and footwear.

PROMOTION:
Promotion is done by Use of print media- local daily, pamphlets etc.
Providing free inaugural gifts to customers during launch.

MAJOR EVENTS AND PROMOTIONS

Marketing Promotion

Date

Bottom Fest

10th may -15th june

Fathers Day

17th June - 2oth June

Coupon Redemption

25th June - 11th July

End of Season Sale

12th July - 6th August

Independence Day

11th August - !5th August

CUSTOMER RELATIONSHIP MANAGEMENT

CRM (Customer Relationship Management), is a business strategy to create and maintain
better relationships with customers, by understanding their unique needs and behaviours.
It is strategy and technology that companies use to manage and analyse customer interactions
and data throughout the customer lifecycle, with the goal of improving business relationships
with customers, assisting in customer retention and driving sales growth.

There are some ways in which Reliance Trends have managed to build
customer relationship which are as follows:
Customer Service: A good customer service is the key to customer satisfaction and Reliance
Trends knows it better. Reliance Trends allow its customer to change Broken or damaged
merchandise often only with a receipt and within a time frame. It also have a desk or counter
devoted to dealing with returns, exchanges and complains, or perform related function at the
point of sale. They seek to provide a seamless service to customers.
Customer Card: Reliance Trends provide its customer with loyalty card and with every
purchase the points are added to the card to avail some discount after obtaining required
points.
Seasonal Offers: Reliance Trends offer certain discount on merchandise during summer and
winter season. Offers like buy one get one free, 50% off etc. are evident during end of season
sale. They also introduce some coupons at the time of seasonal purchasing like winter season
coupon.
10

Day Special Offer: They have special offer for their regular customer and they lend the offer
or make their customer aware about the offer by sending them message.

STP
SEGMENTATION:
I. DEMOGRAPHIC:
1. Age Group: Reliance trends offer its product to the kids, youth as well as for middle aged
people. Reliance trends want its accessories and apparels to reach out to different age groups
but without altering its image of style, personality and functionality.
2. Gender: Reliance trends offer its products to men, women and even children wear also.
3. Income: A Reliance trend has different ranges. Since youth cannot afford high range
products therefore keeping in mind the income status Reliance trends offers products that is
affordable for every class of society.
II. GEOGRAPHIC: Reliance trends chooses the place that has most shoppers, It opens
its stores at prime locations. In Patna it is located at Navyug Kamla Business Park, Beside
Amway Office, East Boring Canal Road, Boring Road in Patna which is centrally located
and is a posh area which is accessible to every section of society.
III. BEHAVIOURAL: Occasions: A Reliance trend is a store that offers clothing for
formal, casual purpose and parties.
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2. Benefits: The benefit derived by every customer after using the product is different. The
customers are satisfied with its products because it provides best quality products at
reasonable prices.

TARGETNG:
As the apparel retail subsidiary of Reliance retail, Reliance trends commenced operations in
the year 2008 with a unique target: to offer the common man quality and fashionable clothing
at remarkably low prices.

POSITIONING:
Reliance trends has taken the uncharted path of reaching out to newer markets, smaller towns
and offering the extreme value positions to consumers, exemplifying its positioning Sirf
dikhne mein mehnga.

SWOT ANALYSIS
STRENGTHS
Reliance Trend is financially sound.
Primary location of the stores ensures good footfall.
Low prices of the merchandise attract customers.
Customers visiting the stores are between the age 18-25 years of age and constitute a very
good potential market.
Majority of the customers are highly satisfied with the store and would like to revisit the
store.
The concept of selling the merchandise in coordination is the unique selling proposition of
the brand and adds to the convenience of the customers.

WEAKNESS:
Acute lack of awareness about the store.
Most customers visit the store only when passing by.
Visual merchandising of the store has to be improved.
Display needs to be changed.
Lack of external brands is also a major constraint in the store.
12

OPPORTUNITIES:
Value retail is associated with RT offers, fresh stock at such low price and thus stands apart.
The store offers in-house labels and thus has freshness associated with it.
Brand name of reliance has a lot of prestige attached with it.

THREATS:
More stores of Reliance Trends have to be opened across various places.
Negligible awareness about the presence of store in other areas.
There is a cut throat competition from stores like lifestyle, Pantaloons and Shoppers Stop
respectively.

CONCLUSION
The customers are more interested in range and price of the products rather than the price.
Bringing customer into store may be easy, but once they enter the store they should get what
they want. Customers have high expectations from Reliance Trends regarding pricing. They
expect good collection of clothes at much cheaper price. A lot of awareness programs may
help in getting better footfalls

13

REFERENCES
http://en.wikipedia.org/wiki/Reliance_Retail
"Reliance Retails growth trail". The Hindu Businessline. 31 July 2013. (Retrieved as
on 4.09.2014)
Information obtained on visiting the Reliance Trends store in Patna.
http://www.business-standard.com/article/management/reliance-trends-holding-themiddle-ground-110101400084_1.html

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