RELIANCE MART

By Team – 6
Parikshit Sharma (GM18145)
Nishi Sachdeva (GM18141)
Salil Pratap (GM18194)
Prasoon Pandey (GM18154)
Sakshi Singh (GM18193)
Saloni Agarwal (GM18277)
TABLE OF CONTENT
 Introduction
 Mission and vision
 SWOT analysis
 STP strategies
 In store brands
 Hierarchy of employees
 Product life cycle stages
 BCG Matrix
 Ansoff matrix.
 Marketing strategy
 Marketing mix
 Competitors
 Suggestions
INTRODUCTION
Reliance Mart, launched by Reliance Retail Ltd in Ahmedabad
on Independence Day, marks Reliance Industries Ltd (RIL) foray
into the hypermarket format.

 95,000 products catering to the entire family

 Offers some unique services to the shoppers like tailoring,

shoe repair, watch repair, etc.

Tagline- Aapki Khushi Humari Khushi

CEO- Damodar Mall

Store Visited- Reliance Mart, Jaipuria, Indirapuram, Ghaziabad

Launched- December 19, 2017

Mission and Vision
MISSION

To provide the best and most value-adding advice within investor relations, financial communications, media
relations, crisis communications, issues management and CSR reporting.
To be an independent sparring-partner and to provide excellent advice for our clients in connection with IPOs,
ECM and M&A transactions, corporate governance-related issues as well as in connection with preparations
of contingency communications plans regarding public takeovers
Reliance’s activities shall be of benefit for both our clients, collaboration partners, employees and
shareholders

VISION

To be our clients’ ’first call’ and preferred collaboration partner within our business areas
To consistently exceed our clients’ expectations for professional and value-adding advice
Our objective is long-standing and trustful client relationships created via excellent advice and service
Strength
1. Owns private label brands.
2.Strong distribution network.
3. Strong backing to parent
company
Opportunity
1. Sourcing directly from
farmers, hence will lead to
increase in nos. of farmers in
coming years.
2. Leverage on brand name.
3. Large potential to reduce
operation cost in cities using
supply chain
Weakness
1. Poor inventory control at certain
locations.
2. Product variety , but SKU`s are
not present due to insufficient
backend infrastructure
Threat
1. Strong competition globally
2. Operating costs are too high
SEGMENTATION, TARGETING AND
POSITIONING
 SEGMENTATION – Quantity and price cautious group.

 TARGET GROUP – Upper middle class and middle class.

 POSITIONING – Quality and Trust.

 IN STORE BRANDS

Ethnic Indian wear

inspired Denim inspired casuals Sport Inspired Premium Grade Farm
Casual wear Produce brand

Clean, Hygienic and

Wholesome products Detergent Powder brand Smart casuals for kids
brand
Hierarchy of Employees in Stores

Store Manager

Assistant Store Finance and

Manager Accounts Manager

Supervisor
Product Life Cycle
For pioneer period– 1.Competition not clear
2.Very few players
3.High profits
4.Growth at slow pace

Fast growth period- 1.Competition

2.Players are more
3.Very attractive profits

Slow growth period– 1.Competition war

2.Less and not steady profits
3. Minimum growth

Maturity period– 1. Fight for sustaining

2. Very high competition
3. Growth very slow or
zero
BCG Matrix
• Flour & Rice • Avaasa
• Chocolates
• Personal care
• Detergents

Question
Star (High
mark (high
Growth,
growth, low
High Market
market
Share)
share)

Dogs (low Cash cows

growth, low (low growth,
market high market
share) share)
• Processed food • Cosmetics
• Stationary
VALUE CHAIN ANALYSIS
• INBOUND LOGISTICS
 Value chain analysis in reliance 1
fresh consist of primary
activities like inbound logistics, 2
• OPERATIONS
operations marketing and sales
services and secondary • OUTBOUND LOGISTICS
3
activities like infrastructure,
procurement, technology • MARKETING AND SALES
development, and human 4
resource development.
5
• SERVICES
Market Strategy
 Selling the products on EDLP (every day low price) basis at prices 15-20 percent lower than market prices

 Focused largely on local brands instead of national brands or private labels

 Offers some unique services to the shoppers

 Provides easy and attractive finance options, including zero per cent financing for the purchases on select products

 Introduced the Mobile POS system for faster check outs

 Offers all its customers Reliance One, a common membership and loyalty program across all its formats
Marketing Mix
PRODUCT

 Retail sector includes Reliance Fresh, Big Bazaar, Reliance Mart, Reliance Market, Reliance Home Kitchen, Reliance
iStore and many more.

 The hypermarket also launched a host of Reliance’s own brands in selected categories with superior quality and
affordable prices like, “First Class”, “Network, Netplay, Team Spirit” and Sparsh in Men’s and Women’s
Formal/Casual and Ethnic wear, “ DNM-X” in the jeans category of men's and women, “ Panda” for kids clothing and
“Grip” in luggage section. The footwear category will carry “Zig” in formal wear. “Hi Attitude” for semi formal,
“Tosco” for party wear and “Monza” for sports enthusiast.

 There are many products that are exclusively available in Reliance Mart stores only.

PRICE

 Approximately 60% customers think price is the most important factor while they go for shopping in a retail stores.

 Over or under-pricing their work can mean a very short future for any business.
PLACE

 Choosing a retail is, at best, a risky undertaking. Considering the consequences of that proves to be unsuitable, it
pays to get as much assistance as possible.

 According to survey more than 60% of the customer prefers to shop in a retail store which is easily accessible to
them.

PROMOTION

 Because of having very powerful brand image Reliance Mart don’t invest in digital media promotion.

 They use on print media only for making customers aware about their offers and loyalty programs.

 They distribute brochure at the entry of the store and sometimes in market.
Competitors of Reliance Mart
STORE FORMAT RELIANCE’S COMPETITION INDUSTRIAN IST
(CATEGORY) GROUP VENTURE GROUP /FAMILY

Malls and RELIANCE MART Pantaloons retail ADITYA BIRLA

hypermarkets GROUP

Reliance trends Pantaloons factory ADITYA BIRLA

outlets GROUP

Reliance fresh Big Bazaar FUTURE GROUP

Reliance digital Big Bazaar best

deals

Reliance smart Big bazar express

Suggestions
 Include more trained person to help customer in stores while shopping.

 Play good songs or soothing music in the store rather than cheap filmy songs.
Customer care service can be introduced.

 More branded products can be displayed in the store as people still prefer branded clothes.

 Proper advertisement in press and outdoor and electronic media.

 Clothes should be in sync with fashion.

 Hire more salesgirl as in ladies section its very difficult for both the consumers and salesman to interact with
each other.

 marketing management questionnaitre.docx

Bibliography

 https://absorbentmind.wordpress.com/2009/10/06/reliance-retail-limited-and-competitors/

 https://www.scribd.com/doc/45079961/7P-s-of-Retail-Marketing-Mix

 http://www.yourarticlelibrary.com/marketing/marketing-mix-product-price-place-and-promotion-4ps/5395

 Reliance Store, Jaipuria, Indirapuram

 http://image.slidesharecdn.com/bcgmatrixportersanuj-091219124411-phpapp02/95/bcg-matrix-porters-five-force-
model-anuj-gandhi-3-728.jpg?cb=1309753313

 https://www.studymode.com/subjects/reliance-industries-marketing-strategies-page1.html