Sales Promotion Activities of Reliance Retail

Manish Kumar Khare, Research Scholar, MBA Department, RKDF Institute of management
Prof. Milind Limaye, SRK University
Introduction: Promotion is one of the key 4 Ps in marketing mix and as such has a key role to
play in market success. It is concerned with ensuring that customers are aware of the products
that an organization makes available to the consumers. The different types of benefits to the
customer are: monetary saving, quality, convenience, value expression, exploration and
entertainment.
Reliance Retail Limited (RRL) :
RRL is subsidiary of Reliance Industries Limited and it opened its first retail store in Nov 2006
and today operates 800 stores in 60 cities, spanning 14 states with over 3.8 million sq ft. RRL is a
multi format retailer that operates Reliance Fresh (a neighborhood store concept); Reliance
Digital ( a computer durables and information technology concept) ; Reliance Mart (a hyper
market concept). Reliance Trends ( an apparel specialty concept); Reliance Wellness ( a health,
wellness and beauty concept), iStore (an Apple specialty store concept), Reliance Footprint( a
footwear concept); Reliance Jewels( a jewelry concept); Reliance Time ( a books, music and
entertainment concept); Reliance Super( a minimart concept), Reliance living homeware (a
household utility specialty store concept), Reliance home kitchen ( a kitchen solution specialty
store ) Reliance AutoZone( an automotive specialty concept)
Reliance is gearing up to revolutionize the retailing industry in India with pan-India network of
retail outlets in multiple formats with a world class shopping environment, state of art
technology, a seamless supply chain infrastructure, a host of unique value-added services and
above all an unmatched customer experience. The initiative of Reliance will be without a parallel
in size and spread and make India proud. It would be ensuring better returns to Indian farmers
and manufacturers and greater value for the Indian consumer both in quality and quantity.
Plans include providing some innovative and unique services to the shoppers such as tailoring,
shoe repair, watch repair, a photo shop, laundry services and gifting services under a single roof.
The facility of fresh bakery services will be all time available under the brand name hot off the
oven.
Vimal, a well known fabric brand of Reliance Industries will have store within its hypermarkets
and will offer custom tailoring services. Reliance Retail is building a vigorous and state of art
supply chain infrastructure to cover the entire country along with setting up its own cold storage
chain . It is expected to provide direct employment for half a million people and indirect
employment to two million.
To woo the customers, Reliance Mart will keep on offering versatile offers to all its customers
with Reliance One,a common membership and loyalty programme across all its formats which
follow the philosophy of Earn anywhere, spend anywhere
Objective of the study:
To analyze the sales promotion activities of Relaince Retail
To analyze the customers view towards sales promotional offers
To analyze sales promotional tools within the retail store
Methodology:

Preparation of Instrument for a sample of 100 respondants using convenience sampling

method
Undertaking data collection from 100 respondents
Data Analysis and Interpretation
Documentation of findings
Customer Instrument and Findings
B
C
D
E
No

A
Do
you Yes
frequently visit
Reliance retail?
Reason
for Promotion Discount
your visit
al offers
Offers

How did you Through

come to know Advertise
about Reliance ments
Retail?

Rating
the
attractiveness
of
the
advertisement?
Rating
the
quality of items
as per the
advertisement
Does
the
advertisement
attract you to
purchase items
How do you
feel
while
shopping
in
Reliance
Retail?

Very
attractive

Highly
satisfactor
y

Range
of
items

Through
friends
and
relatives

Throug
h
hoardin
gs/
newspa
per
Less
Not at
attractive all
attracti
ve
Satisfactor Averag
y
e

Locatio Other
n of the reaso
store
ns
Other
mediu
m

Significant Findings
78% Yes
22 % No
22 % Promotional offers 20%
Discount Offers 36 % Range of
items, 16 % Location of the
store 6 % others
22 % Advertisements 36 %
Friends and Relatives 20 %
hoardings/ newspaer

88 % very attractive 10 % less

attractive

Dissatis
factory

Highly
dissati
sfacto
ry

38 % highly satisfactory 56 %
satisfactory 4% Average 2 %
dissatisfied and 0 % highly
dissatisfied
88% Yes
12 % No

Not
satisfie
d with
the
promoti
onal
offers

Not
satisfi
ed
with
range
of
produ
cts

62 % Great 20% Good 10 %

Not
satisfied
with
arrangement of product and
6% Not satisfied with the
promotional offers 2% Not
satisfied with range of
products

Yes

No

Great

Good

Not
satisfie
d with
arrange
ment of
product

Average

Poor

76 % Good 20 % Average 4 %
Poor

Average

Poor

88 % Good 10 % Average 2 %

How do you Good

rate
the
presentation of
products?
How do you Good

10

11

12

13

14

15

16

17

18

rate
the
arrangement of
products?
Is price clearly
written on the
product / shelf
Do you think
offers
are
clearly
presented
through
displays
in
Reliance Retail
How do you
rate the range
of products?
Does
the
display
and
promotional
offers informed
in the store
attracts you ?
Which types of
promotional
activities
attract
customers
How do you
rate
the
customer
schemes of the
company?
Do you think
due to displays
it is easy to
shop
in
Reliance retail
?
Does the sales
promotion
activities
of
Reliance Retail
made you visit
reliance retail
again ?
Your
overall
shopping

Poor

Yes

No

98 % yes 2 % No

Yes

No

82 % yes 18 % No

Good

Average

Yes

No

Discounts

Extra
offers

1+1
offer

Good

Average

Poor

Yes

No

88 % yes 12 % No

Yes

No

72 % yes 28 % No

Good

Average

Poor

64 % Good 30 % Average 6 %
Poor
56 % yes 44 % No

Poor

Adverti
sement
s

34 % Discounts 22 % Extra
Offers 24% 1+1 offer 16%
Advertisements

46 % Good 32 % Average 22 %
Poor

56 % Good 38 % Average 6 %
Poor

experience due
to offers and
discounts?
Limitations of the Research:
Limited Respondents
Respondents may be biased
Lack of time
Limited Resources
Suggestions given were as follows:
Company must concentrate on TV Advertisements
Advertisements must be endorsed by celebrity
Frequency of advertisement must be more
Advertisement must be at right location and right time
Regular customer feedback must be taken for analyzing the effectiveness of the advertisement
Promotion strategy must be revised
Sales promotion offers must be attractive
Sales promotion activities must be more aggressive
Customer Sales promotion activities must be increased
Discount offers and free gifts offers must be increased

References:
Books:
Kotler Philip (2006) Marketing Management, Pearson PHI, New Delhi
Saxena Rajan (2007) Marketing Management Tata Mcgraw Hill, New Delhi
Malhotra Nares (2007) Marketing Research ( An applied orientation) Pearson PHI
Shankar Ravi(2008) Services Marketing (the Indian Perspective) Excel Book, New Delhi
Nargundkar Rajendra (2008) Marketing Research Tata McGrow Hill Publishing
Websites:
www.citehr.com
www.managementparadise.com
www.ibef.org
www.imature.in/didymous