M.S.

RAMAIAH MANAGEMENT INSTITUTE

MARKETING PROJECT
 MBA PRIST SEC-B(2009-11)

MARKETING MANAGEMENT ASSIGNMENT

Category - Retail
Subcategory - super market
Brand - Reliance fresh

Launched in 16th July,2006

Presented on 12th November 2009
EMERGENCE OF RETAILING FORMATS IN INDIA
How giant Reliance fresh corporation enter into
the indian retail sector…..

•Reliance fresh started to enter into the market with the

strategy of small scale self organized retail as
“unorganized” and large scale corporate retail as
“organized”.
* FACILITIES :2OO STORES ACROSS INDIA.

* PROCESSING CENTERS: PUNJAB, DELHI

,RAJASTHAN, M.P, GUJARAT, JHARKHAND,
ORISSA, KERALA,TAMILNADU, BENGAL,
ANDHRA PRADESH, KARNATAKA.

*SOURCING : NEARBY VILLAGES OF ABOVE

MENTIONED PROCESSING CENTERS + FEW
INHOUSE LABELS KNOWN SUPPLIERS.
INTRODUCTION
Reliance Fresh falls under Reliance Industries.
It is the first retail venture of the Reliance
Group.
The company offers fresh fruits and vegetables,
staples, groceries, fresh juice bars, FMCG products
and dairy products .
Reliance Industries has invested nearly Rs. 3,000
crores to expand the Reliance Fresh stores.
 Reliance Fresh directly buys stock from the
farmers to cut down on the wastage.
 KEY PLAYERS
•Spencer‘s: fresh and packaged foods as
well as groceries.
•Smart: food, beverages, household,
plastics, gift articles etc.
•Food mart: fresh vegetables and fruits.
•Subhiksha: Grocery, pharma and telecom,
discount retail chain.
How Reliance fresh has taken over these
markets:
• Because of its fresh merchandise.
•Affordable price.
•Because of its brand image.
 MARKET SEGMENT
Retail chain Division
POSITIONING
Embodies the approaching delighting shoppers
with the best that the world has offer in terms of
interior, fresh merchandise and ambience.
According to the company website "1 out of
every 4 investors in India is a Reliance
shareholder. RIL is ranked at 342 in the 2006
Fortune Global 500 list among the world's
largest corporations.
SOURCE: Center of retail, FDDI,Ministry of commerce
 Launch in India
•It was launched first time in India at Haryana.

•Starting of Reliance fresh was an idea which has the

potential to revolutionize the Indian Socio economic
framework.

•Target Market: “Reliance Fresh” intended to bring high

quality fresh food to the customers ,Middle class families at
an affordable price.
Reliance retail has adopted “farm to fork” theory which means it is
procuring directly from the farmers thus offering them quite
reasonable prices for their produce as now no intermediaries are
involved.

TRADITIONAL MODEL OF RETAIL RELIANCE “FARM TO FORK”

 Product Offering
 Fresh vegetables and fruits.
 Packaged foods,Beverages as well as
Groceries.
 Household,Plastics,Gift articles,Stationerys
 Discount on purchases of monthly foods.
 Readymade Cloths and non stitched
garments.
 BENEFITS TO CONSUMER

Brand Reputation.

Fresh Merchandise.

Reasonable price.

Fresh Ambience.
 Customer Service Relationship..

• Recruiting people from the underprivileged community in

Society and they provide training to the farmers in better
and sustainable farming practices.

•Reliance is providing a guaranteed market for the

farmers’ to produce and reduce transaction costs.

•Reliance retail has adopted “farm to fork” theory which

means it is procuring directly from the farmers thus
offering them quite reasonable prices for their produce as
now no intermediaries are involved.
 Market Share of some departmental stores
Reliance
subhiksha
Spencer's
19%
Smart
Food mart
Food mart
4%
subhiksha

Reliance
Smart
42%
5%
Spencer's
30%

Source- Asian market reseach (year 2007)

 PROFITABILITY OF SOME DEPARTMENTAL STORES

In cr In cr

Source- Asian market reseach (year 2007)

CONCLUSION
After going through this market survey we
came to a conclusion that:
Reliance fresh is facilitating customers
with fresh merchandise in a reasonable price
and on the other hand farmers were also
able to save time, effort and money also.
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