REPORT ON RETAIL INTERNSHIP ON

“VARIOUS FACTOR THAT AFFECT THE CONSUMER PURCHASE

DECISION IN RETAIL RELIANCE TREND PARADEEP”

Bhubaneswar

BHUBANESWAR

A Report Submitted in Partial Fulfillment of the Requirement for

The Award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

Duration of Project Report: 45 Days

SUBMITTED BY: - SANDEEP BEHRA

Regd.No. - 2006284044
UNDER THE GUIDANCE OF:-

Prof.Sayed lsharul Hasnain Mr.NALINI KANTA SINGH

INTERNAL GUIDE (Store Manager)

EXTERNAL GUIDE
 DECLARATION
I SANDEEP BEHRA , student of MBA course in ASTHA School of
Management, Bhubaneswar, declare that this project report
entitled “VISUAL MERCHANDISING ” .It is a genuine report carried
out by me and it is confined record of work done under the
guidance of Prof.Sayed lsharul Hasnain, ASTHA SCHOOL OF
MANAGEMENT, (BHUBANESWAR) towards the partial
fulfillment of MBA Degree.
The findings and conclusion of this project are based on my
personal study and experience, during the tenure of my
summer internship.

SANDEEP BEHRA
Regd.No.2006284044
AKNOWLEDGEMENT
The Summer Internship is of an immense academic record
and value for the student of any professional course and for
MBA Students who have to be in the industry with the
theoretical Knowledge gives an extra confidence in his/her
performance. I would like to add few heartfelt words for the
people who were part of the project directly or indirectly in
numerous ways, who gave support right from the stage the
project was started and encouraged me.
In this regard I would like to express my sincere gratitude
towards my Parents and family members who have
constantly supported me and played a vital role in shaping
my career.
I would like to express my sincere /deepest thanks to my
Mentor Prof. Sayad lsharul Hasnain,Assistant Professor
ASM,BBSR for his support.
I would like to extend my heartiest greetings to theholy
almighty and my friends who directly or indirectly extended
their support in making this report
SANDEEP BEHRA

Regd.No. 2006284044
 CONTENTS[PANTALOONS]
CHAPTER 1
1 Introduction
2 Background of the study
3
4
Objective of the study
5 Scope of the study
Pricing Research
CHAPTER 2
8 Company profile
9 Year of Establishment
CHAPTER 3
10
11
Organisation
13 Structure
Swot Analysis
Pricing Strategies
Chaptrer 4
14 Marketing Mix
15
Promotion
COMPANY 5
16 Findings
17 Suggesation
In India, organised retailing, is contributing 4.6% of total retail sector and is still
evolving. However, it is expected to increase to 10%, by 2020. Retail sector
forms 10-11% of GDP. It is alluring in terms of investment, employment
opportunity, and usage of technology.
Retailing is in a rapid state of change due to speedy technological
developments, changing competitive positions, varying consumer behaviour as
well as their expectations and liberalized regulatory environment. In such a
scenario, information is crucial to plan and control profitable retail businesses
and it can be an important source of competitive advantage so long as it is
affordable and readily available.
The survey was distributed to all customers of the Store. The objective of this
research is to identify the variability of customer satisfaction and the shopping
experience in PANTALOONS. In addition the survey can be used
in the future for evaluation of customer satisfaction at the distribution company.
It was concluded that the customers were generally satisfied & their shopping
experience with pantaloons was good.
A customer is defined as an establishment that receives merchandise from the
store. The customer also receives services.
A service, as defined by the proposed research could be aid in stocking,
promotions for the establishment, the delivery itself, other assistance or goods
provided by sales representatives and/or delivery personnel to the customer.
Another form of service is the assistance the customer receives while at the
distribution company. This can be in form of support by the staff, timeliness of
response to needs and questions and many other forms that will be addressed. In
the retail outlet various type of good and service are provide to the customer but
all the goods and services are generally homogenous in nature through all the
other retail outlets. Product and services of every company are available in
every retail outlet. It is also find that many customer only used to shopping in
own decided outlet rather from every outlets even there is homogenous among
the product and service offer by the every retail outlet.

Background of the study:

The organized retail industry India did not evolve till the early 1990s. Until
then, the industry. was dominated by the un-organized sector. It was a sellers
market, with a limited number of brands, and little choice available to customers
Lack of trained manpower, tax laws and government regulations all discouraged
the growth of organized retailing in India during that period. Lack of consumer
awareness and restrictions over entry of foreign players into the sector also
contributed to the delay in the growth of organized retailing. This allowed the
un-organized sector to rule the Indian retailing industry. It was during this time
that the foundation of PRILwas a commerce graduate with a post-graduate
diploma in marketing. After spending five years in managing his family
business of trading textile and yarn, he started with apparel manufacturing in the
mid-1980s a retailer or a fund manager? That question might well be asked of
him in the not too distant future. Over the last few months. Future Capital
Holdings (FCH), led by CEO Sameer Sain, has stitched together a fully
integrated financial services business model.
Management business in India with almost $830 million in assets. Now, it has
big plans in insurance, retail lending and forex services. Whether we have a
consumer who wants to leverage future income his aspirations today, or wants
to save and invest, or buy protection for his family, we want to be a part of it,"
says Sam. He believes that in 5-7 years, FCH's bottom line will be bigger than
the retail business! In the insurance business, the Future Group has managed to
wrest a 74 per cent stake in a joint venture by investing just Rs 100 crore (its JV
partner invested the same amount for a 26 per cent stake), "Italian Assicurazioni
Generali, ranked 21 on the Fortune 500 list, is a good fit for us because they
derive almost 17 per cent of their sales from mall assurance. They have also
partnered another retailer in the Philippines, says Sain. Biyani estimates that
with just a 1 per cent footfall conversion rate, the insurance business would
have over 2 million customers. That would earn him huge fees on distribution
and catapult the company to amongst the largest private insurance players by
way of number of policies sold. Despite the global economic recession and a
consequent slowdown in the Indian economy, organized Page 9 retail continued
to make headway although at a slower pace in 2009. Nonetheless, if the current
retail landscape is compared with that of 2004, it has undeniably become a
much larger environment. Retail stalwarts such as Wal-Mart, Tesco and Marks
& Spencer have already made inroads into the Indian retail industry and with
multi-billion dollar investments.

Objectives of the study:

The main objective of any kind of research is to understand the reality behind a
phenomenon. It
involves a systematic investigation involved to add to the available information
through scientific
procedures.
Pricing objectives or goals give direction to the whole pricing process.
Determining what your objectives are is the first step in pricing. When deciding
on pricing objectives you must consider
1) the overall financial, marketing, and strategic objectives of the company;
2) the objectives of your product or brand;
3) consumer price elasticity an price points.
4) the resources you have available.
Some of the more common pricing objectives are:
• • maximize long-run profit
• • maximize short-run profit
• • increase sales volume (quantity)
• • increase monetary sale
• • increase market share
• • obtain a target return on investment (ROI)
• • obtain a target rate of return on sales

Scope of the study:

The overall scope of the study is to analyze the customer buying
behavior in Pantaloons.

This study helps in understanding the needs, wants, attitude, and

lifestyle of customers towards shopping.

Along with this, the study also finds out if the retail marketing
strategies are influencing customer satisfaction.

The study also focuses on understanding the role retail marketing

strategies play on attracting the consumers.

What is Pricing Research?

Pricing research is a research method that aims to discover customers’
willingness to pay for a product or a service. The goal of pricing
research is to measure the impact of change in prices on the demand
of any offering as well as to determine the optimal price for new
products. With customer insights, organizations can optimize
customer response to the new price and discover the psychological
effects of price points on sales (demand).
Solutions for Offerings that Pricing
Research Provides:
• •New Product Pricing Insights
• • Developing a Subscription Pricing Model
• • Product Portfolio Pricing Optimization
• • Menu Bundling & Optimization
• • Pricing Configurable Products & Services • Competitive Pricing Response.
CHAPTER-2
C0MPANY PROFILE:-

ABOUT COMPANY:
Voted as 'India's Most Trusted Apparel Retail Brand,' (Brand
Equity Survey 2014/2015), Pantaloons, a division of ABFRL
has always been one of the most loved large format fashion
retailers in India. Pantaloons are today the fastest growing
large format retailer in the country. The rate of new store
openings has increased from one every two months to one
every two weeks. The brand is now present in 78 Indian cities
/ towns.
Pantaloons posted revenues of INR 2,164 crores in FY15-16,
up by 17 percent from the previous year. The company offers
a wide range of brand offerings across apparel and non-
apparel categories and across varied price points.
It operates across categories of casual wear, ethnic wear,
formal wear, party wear and active wear for men, women and
kids. Womenswear is the lead category contributing to half of
total Page 14

apparel sales. Non-apparel products include footwear,

handbags, cosmetics, perfumes, fashion jewelry and watches.

Company History- Aditya Birla Fashion &

Retail
The Company was in corporate as Peter England Fashions and
Retail Limited on April 19,2007, under the Act under CIN
No.U1810MH2007PLC233901 and obtained the certificate of
commence men to business on May 14,2007.
The name of the company was changed to Pantaloons Fashion
& Retail Limited on April 23,2013. The Corporate and
Registered Office of the Company is at 701-704, 7 th Floor,
Sky line Icon Business Park, 86-92, Andheri –Kurla Road,
Marol Village, Andheri (East), Mumbai- 400059, India.
The registered office was changed from Regent Gateway, Plot
No5B,Doddanekundi village ,KIADB Industrial Area ,ITPL
Road, Bangalore ,Karnataka -560048, India to Indian Rayon
Compound, Veraval, Junagadh-362266,Gujaratto A-4, Aditya
Birla Centre ,S.K. A hire Marg, Mumbai-400030,
Maharashtra.
Pantaloons,the newly acquired business by The Aditya Birla
Group, one of India’s leading multinational conglomerates,
area power house of fresh fashion and innovation. While we
having its magic across lifestyle segments ,Pantaloons caters
to the discerning and trendy Indian consumer.
Pantaloons stores have an abundance of choices across
categories that range from wester in to Indian wear, formal to
party wear and active wear for men, women and kids. To
further add to the customer' s in numerable choices that
reflects style, attitude, and comfort, Pantaloons have extended
its horizons to Page 16 fashion accessories like fragrances,
footwear ,handbags, watches, sunglasses and much more.
2013
• • Pantaloons Opens Its First Flagship Store in Chandigarh
• • pantaloons launches its 75th store in
Amritsar
• • pantaloons opens its 2nd store in vadodara
• • Pantaloons Launches Its 1st Store in Dehradun -Bhillai Gets
Its First Fashion Retail

2014
• • pantaloons opens its 6th store in Bangalore
• • Pantaloons Opens Its 1st Store at Hubli -Pantaloons Launches
Fashion Friday at Its New Look Store High Street Phoenix
• • pantaloons launches its first store in meerut
• • Pantaloons Launches Its New Look Store in Chennai with
kollywood Diva, Priya Anand
• • Pantaloons Launches Its First Store in Muzaffarnagar

2015
• • Pantaloons Fashion & Retail Ltd has forayed into a
commercial arrangement with Flipkart
• • Pantaloons Fashion & Retail Ltd had approved the Composite
Scheme, subject to the necessary statutory and regulatory approvals

2016
• • Aditya Birla Fashion and Retail signs deal with Quirky
British Designer wear brand Simon Carter -ABFRL's Madura F & L
launches 'Buddy 'from State Bank of India across its 1200+store.
Page 17 Year of establishment:
Pantaloon's origin can be traced to 1987 when the company was incorporated as
man z wear Private Limited. The company launched Pantaloons trouser, India' s
first form all trouser brand. in1992, Pantaloon launched its IPO. In 1994, The
Pantaloon Shoppe-exclusive menswear store in franchisee format was launched
across the country. Pantaloon started distribution of distribution of branded
garments through multi-brand retail out lets across then action. In 2001, Big
Bazaar, India's first hyper market chain was launched. In 2002, Food Bazaar,
the supermarket chain was launched. In 2006, Future Capital Holdings, the
company's financial arm launched real estate funds, "Kshitij" and " Horizon"
and private equity fund" Indivision". The company is also planning for into
insurance and consumer credit.
About
Founder:


• Kishore Biyani is an Indian entrepreneur and businessman. He
is the chief executive officer (CEO) and founder of Future Group and
the founder of retail businesses such as Big Bazaar and
• Pantaloon Retail
• • Grocery tycoon, Kishore biyani was born on the 9th of August
1961 to middle-class trading family in Nimbi Jodhain Rajasthan. His
family has been involved in the business since the time of his
grandfather.
Kishore Biyani has received several awards including:
• • 2001–CEO of the Year
• • 2004–Most Admired Retailer of the Year
• • 2005–Retail Face of the Year
• • 2006–Entrepreneur of the Year
• • 2006–Young Business Leader
• • 2007–International Retailer of the Year
• • 2009–CNBC Awaaz Consumer Award
• • ABFRL emerged after the consolidation of the branded
apparel businesses of Aditya Birla Group comprising ABNL's
Madura Fashion division and ABNL 's subsidiaries —
Pantaloons Fashion and Retail (PFRL) and Madura Fashion &
Lifestyle (MFL) in May 2015.Post the consolidation, PFRL
was renamed Aditya Birla Fashion and Retail Ltd. • ABFRL
brings together the learning’s and businesses of two renowned
Indian fashion icons, Madura Fashion & Lifestyle and
Pantaloons creating a synergistic core that will act as the
nucleus of the future fashion businesses of • As a fashion
conglomerate, ABFRL has a strong network of 3,212 brand
stores across the country. It is present across 31,000 + multi-
brand out lets and +point of sales in department stores across
India. Vision
Pantaloons shall deliver Everything, Everywhere, Everytime for Every Indian
Consumer in them cost profitable manner
Mission
• • We shall in fuse Indian brands with confidence and renewed
ambition
• • We shall be efficient, cost-conscious and committed to quality
in whatever we do
• • We shall ensure that our positive attitude, sincerity, humility
and united determination shall be the driving force to make us
successful.


CHAPTER-3


SWOT Analysis:
Strengths
• • Pioneer in the industry, largest market share and
capitalization.
• • reputation for value for money(Competitive pricing),
convenience and a wide range of products all in one store
• • presence in major cities
• • highly strategic human resource management
and development. It invests time and money in training people, and
retaining them.
• • Most trusted and respected brand by the consumers
• • Being financially strong helps pantaloons retail India deal
with any problems, ride any dip in profits and out perform their rivals
• • Development and Innovation are high at Pantaloons India with
regards to it products and consumer preferences and lifestyle
changes which keep its ahead of it competitors.

Weakness
• • Pantaloons does not function internationally, which has an
effect on success, as they do not reach consumers in overseas markets.
• • PRIL is the World’s largest grocery retailer and control of its
empire, despite its IT advantages, could leave it weak in some areas
due to the huge span of control
• • Since Pantaloons Retail India Ltd sell products across many
sectors, it may not have the flexibility of some of its more focused
competitors.
• • Each business line faces competition from specialty
companies. Fashion segment, Shoppers Stop, Trent, Lifestyle. In
hypermarket-RPG (Spencer’s),Trent (Star India Bazaar) In Food
business, Reliance Fresh, Spinach, Food World
Opportunities
• • Huge untapped market
(The Indian middle class is already 30 Crore & is projected to
grow to over 60 Crore by 2010 making India one of the largest
consumer markets of the world)
• • Organized retail is only 3% of the total retailing market in
India. It is estimated to grow at the rate of 25-30% p.a. and reach INR
1, 00, 000 Crore by 2010.
• • To take over, merge with, or form strategic alliances with
other global retailers, focusing on specific markets

Threats
• • Being number one means that you are the target of
competition.(Extra competition and new competitors entering the
market could unsteady pantaloons retail India)
• • A slow economy or financial slowdown could have a major
impact on pantaloons retail India business and profits.
• • consumer lifestyle changes could lead to less
of a demand for pantaloons retail India products/services
• • Price wars between competitors, price cuts and so on could
damage profits for pantaloons retail India.
• • The actions of a competitor could be a major threat against
pantaloons retail India, for instance, if they bring in new technology
or increase their workforce to meet demand
• • Shopping Culture: Shopping culture has not developed in
India as yet. Even now malls are just a place to hang around with
family and friends and largely confined to window-shopping.
• • If unorganized retailers are put together, they are parallel to a
large supermarket with little overheads, high degree of flexibility in
merchandise, display, prices and turnover.
Pricing strategies:-
Pricing is strategy used by Pantaloon retail chain to attain
maximum market shares. The company offers numerous
schemes to attract the new customer as well as to retain the
present customers. The companys schemes are categorized in
following groups Value pricing This approach is used where
external factors such as recession or increased competition
force companies to provide 'value' products and services to
retain sales. The product value will be associated with
external factors. y Promotional pricing Pricing to promote a
product is a very common application. The application of this
done by BOGO (Buy one Get One), BTGO (Buy Two Get
One Free) etc. Bundling is marketing tool sell two or more
complementary product as a package with attractive price.
The price is will lesser then individual selling price.
Example:
Person needs one soap for a period of time But bundling with
attractive price with more than 3 soaps can attract them. y
Low interest rate financing Future money helps in asset
purchase at 0% interest. Physiological discounting in India
this approach is called as Bata rating system. Organization
utilizes this approach when product has emotional value rather
than rational value. Example a product is priced for 99 instead
of 100.When board shows price reduction from 100 to 99,
Consumer looks at 3 day Time pricing The innovative way of
attract the customer is Timely pricing it is known that during
holidays rate of customer is more. Reduction of profit margin
with lot of advertisement will invite new
customers. The company has learnt it from strategy made on
public holiday 26-Feb. When the turnover of the day reached
30 cores where average is 5 cores.
With such experience crowded management is essential
so to divert potential customers 3Wednesday
bazaar where it will offer less profit margin sales.
Bundling Marketing: Technique of offering two or
more complementary goods or services together as a
package deal. Bundled items are sold at a price
attractively lower than the total of their individual
Pantaloon Retail India Ltd. Page 38 selling prices
digits to 2 digits rather than exact value.
Pantaloon Retail India Ltd.
The company operates over 12 million square feet of retail
space,
71 cities in India and 65 rural cities which would
includeAndhra.
It plans to take up floor space of 30 million square feet by
2011.
It has plans to open over 3000 new stores by 2010.
It is targeting the Tier-2 and 3 cities which has a huge
unleashed potential.

CHAPTER-4
MARKETING MIX:-
PRODUCT:-
PRODUCT MIX:
Product mix another name as product Assortment,
refers to several products that a company offers to
its customers.
Product mix can also be understood as the
completed set of products and services that are
offered by a firm. A product mix consists of the
product lines, which are associated items that a
consumer
PROMOTION:
In marketing, promotion refers to any type of marketing
communication used to inform target audiences of the
relative merits of a product.
Promotions refer to the entire set of activities, which
communicate the product, brand or service to the user.
The idea is to make people aware, attract and induce to
buy the product, in preference over others.
There are several types of promotions. Above the line
promotions include advertising, press releases,
consumer promotions (schemes, discounts, contests),
while below the line include trade discounts, freebies,
incentive trips, awards and so on. Sales promotion is a
part of the overall promotion.
1. Personal selling:
one of the most effective ways of customer relationship. Such
selling works best when a good working relationship has been
built up over a period of time. This can also be expensive and
time consuming, but is best for high value or premium
products.
2. Sales promotions: Page 34 this includes freebies, contests,
discounts, free services, passes, tickets and so on, as distinct
from advertising, publicity and public relations.
3. Public relations:
PR is the deliberate, planned and sustained effort to establish
and maintain mutual understanding between the company and
the public.

PLACE:
Place marketing can also be referred to as place
branding or place promotion. Place marketing is a
marketing strategy using which a place is promoted.
The marketing concept has gone beyond the promotion
of products and services.
CHAPTER-5
Findings :-
1. Most of the respondents are male (60%)

2. Majority of the respondents age group of 19-30 years to 86.66%

3. 80.95% respondents are student who prefer Pantaloons.

4. 98.09% respondents heard about Pantaloons and 1.90% respondents

are not heard about Pantaloons.

5. 66.66% peoples are getting all the product, which they want.

6. 47.61% people think product, 38.09% people think discount &

offers and 14.28% people think about quality when they think about
Pantaloons.

7. 66.66% people comes once in a month for shopping in Pantaloons.

8. 57.14%people rate excellent and 28.57% people rate average for

buying experience.

9. 66.6% people rate excellent about warranty and exchange.

10. 70.47% people rate excellent about customer service desk.

SUGGESATION :-
• • sating area should Be there for children and
old people

• • Provide Complimentary drinks for customers.

• • provide out store offers to green card

customers.

• • Biling counter should be placed on two sides at every floor for

convenience.
• • entertainment games should Be conducted in
store.

• • valet parking should Be provided for

convenience.

• • A trained employees has to be at each floor to satisfy need of

customer.

• • more advertisement has to Be done to increase

the foot fall.

• • at least one more system require on customer

service desk.

• • exclusive Billing counter.

• • need to aware aBout green card our

employee.
 CONTENTS
TOPIC NO TITLE

1 INTRODUCATION

2 COMPANY PROFILE
3 RETAIL MERCHANDISING
4 TURNOVER FOR THE
FINANCIAL YEAR 2020-2021
5 LAYOUT & FLOOR WISE
DISCRIPTION
6 VISUAL MERCHANDISING
7 TYPES OF FIXERS

8 TYPES OF SECURITY TAG

&SIGNAGE
9 TYPES OF HANGERS
10 SWOT ANALYSIS

11 VOCABULARY
12 CONCLUSION
INTRODUCTION TO STUDY:

• Trends is India’s largest fashion retail chain across

India. Trends offers stylish, high-quality products across
Womenswear, Menswear, Kidswear and fashion
accessories through a diversified portfolio of own brands,
national and international brands.
• The uniqueness of the store is the core, which
delivers "fashion at great value". Spread over 8,000 –
24,000 square feet of shopping area, each Trends store is
designed to offer a unique shopping experience for the
entire family through wide aisles, coordinated displays
and highly trained fashion professionals offering best in
class customer assistance.
• Trends customer through www.trends.ajio.com can
access a large collection of fashionable, high quality
products at great value delivered at their door steps.
• Over the years, Trends has developed a strong
portfolio of own brands that cater to diverse tastes and
preferences of the customers. The own brand portfolio
includes.
• Retail industry is the largest industry in India.
Retail is the process of selling consumer goods and
services to customers through multiple channel of
distribution to earn a profit. Retailers satisfy demand
identified through a supply chain. The term "retailer" is
typically applied where a service provider fills the small
orders of a large number of individuals, who are end-
users, rather than large orders of a small number of
wholesale, corporate or government clientele.
Recreational shopping often involves window
shoppingand browsing: it does not always result in a
purchase. Retail refers to the activity of reselling. A
retailer is any person or organisation is a reseller who
sells goods or services directly to consumers or end-
users.Some retailers may sell to business customers, and
such sales are termed non-retail activity. In some
jurisdictions or regions, legal definitions of retail specify
that at least 80 percent of sales activity must be to end-
users. Reliance enjoys global leadership in its business,
being the largest polyster yarn and fiber producer in the
world and among the top five to ten producers in the
world in major petrochemical products. The group
activities span exploration and production of oil and
gas, petroleum refining and marketing, petrochemicals,
textiles, retail, infotel and special economic zones. The
Reliance Group, founded by Dhirubhai H. Ambani (1932-
2002), is India’s largest private sector enterprise, with
business in the energy and materials value chain.
Group’s annual revenues are in excess of U$$ 66 billion.
The flagship company, Reliance Industries Limited, is a
Fortune Global 500 company and is the largest private
sector company in India. . Reliance pursued a strategy of
backward vertical integration – in polyester, fiber
intermediates, plastics, petrochemicals, petroleum
refining and oil and gas exploration and production – to
be fully integrated along the materials and energy value
chain.
COMPANY PROFILE
Reliance in Retail:-

• Reliance Retail (RRL) is a subsidiary of

Reliance industries limited, which is
based in Mumbai. RRL was set up in
2006 and marks the foray of the
Reliance Group into organised retail.

RRL has been conceptualized to include growth for farmers,

vendor partners, small shopkeepers and consumers. It is
based on Reliance’s backward integration strategy, to build
value chain starting from framers to consumers. Business
Division:-
Reliance Retail Ltd has a number of company-owned
outlets along with a franchisee format that would be in
collaboration with Kirana shop owners. Its various divisions
are:

1. Reliance Mart:
It is designed to be an all
under one roof supermarket that again caters to
household needs.

2. Reliance Fresh:
 It was the first amongst various format
stores to be launched by Reliance Retail Ltd. The
ideology behind the initiative has been to
bring “Farm to fork” thereby removing middle
men and benefitting both farmer and
consumer. The stores would typically be of an area
of around 3,000-5,000 sq ft.
Each store is to provide fresh fruits, vegetables and also
products of Reliance select and other related groceries.
Reliance Super:
It will be a smaller version of the hypermarket format. It is to
offer over 10,000 products in various
categories like grocery, home care,
stationery, pharmaceutical products
apparels & accessories. FMCG, Consumer
durables & IT, automotive accessories and
lifestyle products. Reliance Super stores are to be large
supermarkets with an area of 4,000 to 10,000 sq ft. And will
not sell fruits and vegetables like Reliance Fresh.

3. Reliance Digital:
It is a consumer electronics concept mega store. It
is designed to be a one stop shop for all technology
solutions in the field of consumer electronics, home
 appliances, information technology and
telecommunications.
• The stores are to cover an area of more
than 15,000 sqft and offer a variety of
over 4,000 products spread across 150
brands along with solution bundles to
meet diverse customer needs. The staff
will counsel and guide customers not
only to buy products but also provide complete
solutions to ensure consumers buy the right product at
the right price.

4. Reliance Footprint:

• It is a specialty footwear store that would offer over

25,000 pairs of formal, casual, ethnic, party wear and
sportswear in men, women and children footwear. The
store is to be spread over 7,500 square feet and be
dedicated to footwear, handbags and accessories.

The design of footprint was conceptualized by Pavlik of

USA which is one of the best design house in the world
keeping in mind the taste and preferences of the Indian
consumer. It shall offer brands from Europe and
 America like Josef Siebel, Rockport, Hush puppies, Lee
Cooper Clarks, Levis, Nike, Adidas, and more. For kids,
Cross and Disney will be showcased.

5. Reliance Jewels:
•It is a stand-alone fine jewellery format. It is to be a one
stop shopping destination for the
jewellery. Reliance Retail ventured into
gems and jewellery trade the aim of
launching 300 stores all over India within
a 3 year time frame. With a growing demand for
jewellery and lower competition.

The gold jewellery range shall include Kolkata filigree,

Rajkot minakari jewellery, Kundan from jaipur, temple
jewellery from Kerala, Jaadu from Amritsar and more. In
Diamond jewellery, Reliance Jewels will offer the finest
quality of diamonds and the widest range of daily wear,
party wear and wedding designs.
 Reliance Retail

Type Subsidiary

ISIN INE002A01018

Industry Retail

Founded 2006; 16 years ago

Founder Mukesh Ambani

Headquarters Mumbai, Maharashtra,

India

Number of 14,412[1] (2020)

locations

Area served India

Key people Mukesh Ambani (chairman)

 Supermarket
Services
 Hypermarket
 Superstore
 Convenience shop

Revenue ₹162,936 crore (US$21 billion)[2] (2020)

Operating ₹9,654 crore (US$1.3 billion)[1] (2020)

income

Total equity US$62 billion[3]

Owner 
o RIL (85.12%)
o Vanishree Commercials
(4.7%)
o Infotel Infocomm (0.6%)
 o Sovereign wealth funds 6. Reliance Trend:
(5.86)
• It is a specially
o Private equity firms
(4.32%) apparel store that
will sell men,
 women
Number of 139,000+ (2020)[1] andchildren’s
employees
garments. The store
Parent Reliance Industries Limited
will carry the best of
Subsidiaries  Reliance Fresh
 Reliance Digital national and
 Reliance Footprint
international brands
 Justdial like John players,
 Hamleys
 JioMart
Peter England,
 Dunzo Indigo Nation,
 AJIO
 Fynd
Wrangler, Rebook,
 Urban Ladder and Lee, apart from
 Netmeds
 C-Square
in-house brands.
www.relianceretail.com
Website
The store layout is to
compliment the evolving taste and preference
of fashion savvy consumers, giving them an
opportunity to view shop with ease, along with
well trained customer service associates, to
compliment the entire shopping process. Reliance Trends
is operation with 123 stores across the country, providing
employment to so many people and planning to launch
many new stores.
 The Appeals Luggage and accessories division of reliance
retailhas announced the launch of their first Apparel
speciality store ‘Reliance Trends”.
• All the Reliance Trends stores located at different
places across
Bangalore offer some of the best Indian and International
brands

with each store’s area of more than 15,000 sq. Ft.

Of shopping area, and 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.

• Riding on the tremendous success of Reliance Mart

at variuos locations across India, the apparel
division of Reliance Retail is well on track to
democratise and make it attainable to the
masses.

• This is being possible by the extraordinary design

pool of Indian and international designers,
 integrating the international design trends and
preferences of the Indian consumers.

• The company is offering solutions to common

maintenance problems through its state of the art
innovative products like Ever White Shirts,
Wrinkle free range of garments, aromatic clothes
for infants and quick-dry sportswear that ensures
optimum moisture management.

• Product quality has been ingrained into the DNA of

Reliance Trend and is integral to the mission of
“Grahak Devo Bhava”. The quality system are
designed, implemented and monitored as per
international standards by a highly competent
team of professionals.

• To deliver the customer the best value for their

money. Only those products that demonstrate an
exemplary safety and quality meeting both
implicit and explicit needs of the consumer are
approved for purchase.

• Some of the quality standards that are being

followed are American Association of textiles,
chemists and colourists.
American Standard, ISO and BIS methods.
• For the first time in organised retail, Reliance
Trends introducing Made to Measure tailoring
 service offering customised fits to all the
customers buying fabric from the store at prices
compatible to neighbourhood tailors.

• Reliance Trends offering a homogenous mix of

private label of brands across men’s, women’s,
and children’s category to fulfil every customer’s
requirements.

• The Network range of garments comprises of

formal office wear and collection for men and
women, while the Netplayrange, 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.

• Sparshrange 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 has been developed for
toddlers, while the FRENDZ range of garments
would complement the wardrobes of the growing
generation of boys and girls.

• Apart from this private label, the store is also

offering some ofthe most renowned brands in the
country like Levis Strauss Signature, Peter
 England, Indigo Nation, American Tourister, John
Players

• +3etc. Some designer labels either directly or

through their sub brands most of these
exclusively for Reliance Trends.

• Continuing the tradition of reaching out to the

middle class of the country, the current offering
from Reliance Trends is easily affordable to the
Indian consumer. The specific private label called
First Class,is designed to cater to the range of
garments cutting across men’s, women’s, and
children’s wear to deliver extreme value to the
Indian consumers.

• Taking forward the voice of Shri MukeshAmbani,

Chairman & Managing Director, Reliance
Industries Ltd, Reliance Trends deliver unmatched
affordability, quality and chain of products
services to the consumer.

• Reliance Retail continues to fine tune its offering

listening to its customer and learning from them.

Private labels by Reliance Trends

External Brand In Reliance
Trend

RELIANCE INDIAN BRAND:-

Private BrandExternal Brand
• AVASA
ASHMITA
• SIYAHI
STYLE BY PRAFUL

• FASHION

• FIG AND DNMX

WILLOW
FASHION TADKA
 GO COLOURS

Product Profile :1.Men’s Wear- Men

Formal

• Private Brand

• NETPLAY
• NETWORK
• PURIZA

• DNMX
 • TEAM spirit

• PERFORMANCE

• JOHN PLAYER

• DENIZONE

External Brand:
• London Bridge
• Vivaldi
• John Players
• Peter England
• Network
• Vimal
• Crimsoune Club
• Turtle
Men’s Casual:-

Private Brand:
• DNMX
• TEAMSPIRIT
• PERFORMAX
• JOHN PLAYER
• DENIZON

• GRAVITI
External Brand:
• PROLINE
• DUKE
• CLASSIC POLO
• TAANZ
• TWILLS
• FLYING MACHINE
• JOHN PLAYER
• LEE COOPER
• PARX
• KILLER
• 2. Women’s Wear: -
 Private Brand:
• PERFORMAX
• TEAMSPIRIT
• RIO

• HUSS

• DNMX
• AVAASA(Indian Wear)
• FUSION
• GRAPHITE

External Brand:
• CRIMSOUNE CLUB
• FUSHION TADKA

• TAANZ

• SIN

• FLYING MACHINE

• MONTE CARLO

• LEE COOPER

• RECAP JEANS

• KRAUS

• RANGRITI

• JUNIPER

• GO COLORS

• W BRAND

3.KID’S Wear:-
 BOYS
Private Brand:
• TEAMSPIRIT
• FRENDZ
• DNMX
• POINTCOVE

GIRLS-
Private Brand:
• TEAMSPIRIT
• FRENDZ
RETAIL MERCHANDISING:-

• The ultimate link between fashion produced & fashion

consumed is the Retailer or Reseller.
• What is retailing ?
• Distribution of goods & service to the ultimate consumer.
• Acquires goods from manufacture, wholesaler &present them
to convenient & attractive package so as to maximize the
sales& profit.
• In fashion industry retailing type:
• Department stores
• Chain stores
• Discount stores
• variety stores
• Specialty stores/shops
• Boutiques etc……
• Sometimes retailing also classified in terms of the following
operation:
1.store operation
2.Non store operation
• Store operation:-
• It is conducted from brick to mortar establishment.
• It is require a seeling space with ware houses-cum-offices.
• It requires large expenses on visual merchandising, store
management,layout,store area planning, merchandising
shelving,security & selling staff,cash counter &delivery desk,
• Non store operation :-
• It is on mail order or internet.
• It requires an office cum warehouse.
• It requires infrastructure & publicity & promotion are less
dearer.
Store classification on following criteria:
 Merchandising policies.
 Quality standard.
 Product assortment.
 Brand policy
Merchandising policies
 Merchandising policy for executive to follow in order to
win the patronage of a target customer.
 Quality standard: adopted by a company;
 The finest work man ship
 The most serviceable materials but quality of work man
shipis consistent with low price lines.
 Workman ship &material in between the two ranges
 Irregular&/ or mixture of the above
 • Price range :
• The pricing policies are mix of internal as well as external
factors.
• Company decides ideal mix for setting its pricing policy as
follows
• Assortment planning:(two types)
• Narrow & deep (it has less style but each style in all possible
size & colors)
• Broad & shallow (many styles but narrow ranges of size &
colors)
• Brand policy:
 The owner also decides on the brand policy for his store
which comprises of brand composition (wither it will house
an exclusive brand,national or international brands,(private
label)
 Store policy
 Customer service
Reliance Retail Ventures Limited
Consolidated Financial Statements
2020-21
Annual Report 2020-21
FINANCIAL NOTICE
STATEMENTS
MD&A BOARD’S REPORT

Consolidated Independent Auditor’s Report

To The Members of Reliance Retail Ventures Limited
Report on the Audit of the Consolidated
Financial Statements
Opinion
We have audited the accompanying consolidated financial
statements of Reliance Retail Ventures Limited
(“the Parent”) and its subsidiaries, (the Parent and its
subsidiaries together referred to as “the Group”) which
includes the Group’s share of loss in its joint ventures,
which comprise the Consolidated Balance Sheet as at 31
March 2021, and the Consolidated Statement of Profit
and Loss (including Other Comprehensive Income), the
Consolidated Cash Flow Statement and the Consolidated
Statement of Changes in Equity for the year then ended,
and a summary of significant accounting policies and other
explanatory information.
In our opinion and to the best of our information and
according to the explanations given to us, and based on the
consideration of reports of the other auditors on separate
financial statements of the subsidiaries and joint ventures
referred to in the Other Matters section below, the aforesaid
consolidated financial statements give the information
required by the Companies Act, 2013 (“the Act”) in the
manner so required and give a true and fair view in conformity
with the Indian Accounting Standards prescribed under
Section 133 of the Act read with the Companies (Indian
Accounting Standards) Rules, 2015, as amended (‘Ind AS’),
and other accounting principles generally accepted in India,
of the consolidated state of affairs of the Group as at 31
March 2021, and their consolidated profit, their consolidated
total comprehensive income, their consolidated cash
flows and their consolidated changes in equity for the year
ended on that date.
Basis for Opinion
We conducted our audit of the consolidated financial
statements in accordance with the Standards on Auditing
specified under Section 143(10) of the Act (SAs). Our
responsibilities under those Standards are further
described in the Auditor’s Responsibility for the Audit of the
Consolidated Financial Statements section of our report.
We are independent of the Group, and its joint ventures in
accordance with the Code of Ethics issued by the Institute of
Chartered Accountants of India (ICAI) together with the ethical
requirements that are relevant to our audit of the consolidated
financial statements under the provisions of the Act and the
Rules made thereunder, and we have fulfilled our other ethical
responsibilities in accordance with these requirements and
the ICAI’s Code of Ethics. We believe that the audit evidence
obtained by us and the audit evidence obtained by the other
auditors in terms of their reports referred to in the subparagraphs
(a) and (b) of the Other Matters section below,
is sufficient and appropriate to provide a basis for our audit
opinion on the consolidated financial statements.
Key Audit Matters
Key audit matters are those matters that, in our professional
judgement, were of most significance in our audit of the
consolidated financial statements of the current period.
These matters were addressed in the context of our audit
of the consolidated financial statements as a whole, and
in forming our opinion thereon, and we do not provide a
separate opinion on these matters. We have determined the
matters described below to be the key audit matters to be
communicated in our report.
Sr.
No.
Key Audit Matter Auditor’s Response
1 Goodwill impairment assessment
The Goodwill recognized in the consolidated
financial statements includes goodwill
amounting to ` 1,018.86 crores recognised
as at 31 March 2021 in respect of a Cash
Generating Unit (CGU). We considered
this as key audit matter due to the amount
of balance of goodwill and because of
the Group’s assessment of the value-inuse
(VIU) calculations of the CGU. This
assessment involves judgements about the
valuation methodology, future performance
of business which includes likely impact
on account of lockdowns due to spread
of COVID-19 pandemic and discount rate
applied to future cash flow projections.
Our audit procedures included the following:
Obtained an understanding of the process followed by the management to
determine the recoverable amounts of CGU to which the goodwill has been
allocated.
Evaluated the design and implementation and tested operating effectiveness
of the
internal control established by the Company relating to review of goodwill
impairment
testing performed by the management.
Evaluated management’s identification of CGU and the methodology followed
by
management for the impairment assessment is in compliance with the
prevailing
accounting principles.
Validated impairment models used through testing of the mathematical
accuracy and
verifying the application of the input assumptions.
Evaluated the competency of the internal expert of the Company and reviewed
the
valuation prepared by such expert.
Evaluated appropriateness of key assumptions included in the cash flow
forecast
used in computing recoverable amount of the CGU with reference to our
understanding of their business and past trends. Review of the factors
considered by
the Management on the business projections on account of lockdowns due to
spread
of COVID-19 pandemic.
Performed sensitivity analysis of key assumptions.
Engaged Internal valuation specialist to evaluate the appropriateness of
methodology used. to compute the recoverable amount of the CGU and the
key
underlying assumptions.
Tested the arithmetical accuracy of the computation of recoverable
amounts of the CGU.
Place: Mumba

LAYOUT:-
FLOOR DEPARTMENT
GROUND FLOOR WOMEN WESTERN WEAR,(MANAGERS CABIN, CASH COUNTER,WOMEN
TRIAL ROOM, CHAIRS FOR CUSTOMERS, ELECTRIC PANNEL
ROOM,ACCESSORIES AND FRAGNANCE)
FIRST FLOOR WOMENS ATHENIC WEAR,KIDS WEAR SECTION, (CASH COUNTER,TRIAL
ROOM, CUSTOMER SERVICE DESK,WOMEN TOILET,CHAIRS FOR
CUSTOMERS)

SECOND FLOOR MENS FORMAL WEAR

(CASH COUNTER ,STAFF ROOM, TAILORING ROOM, TRIAL ROOM)

THIRD FLOOR MENS CASUAL WEAR

( CASH COUNTER ,MENS TOILET,MENS TRAIL ROOM)

FOURTH FLOOR BACK OF HOUSE

(STORE ROOM)

OPERATIONAL TEAM IN RELIANCE TRENDS IS AS FOLLOWS:-

CLUSTER MANAGER

STORE MANAGER

ASSISTANT STORE MANAGER

DEPARTMENT MANAGER

TEAM LEADER

CUSTOMER SERVICE ASSOCIATES

OUT OF THESE THERE ARE ALSO FUNTIONAL GROUP WHICH

CONSIST OF:-

 COMMERCIAL
 HR & ADMINS
 BACK OH HOUSE (BOH)
 FACILITY (CUSTOMER SERVICE DESK)

RESEARCH METHODOLOGY
Title of the project:

VISUAL MERCHADISING

Objectives:To study on the highly influential visual merchandising elements applied in

international branded clothing retail stores.

• To explore the elements of visual merchandising used in clothing retail stores in India in
comparison to the elements used in international retail stores.
• To study the impact of visual merchandising on consumer buying behavior.
• To analyse the highly influential visual merchandising elements on consumer buying
behaviour in India.

Visual merchandising elements:

Visual merchandising techniques can be divided as follows:

Exterior Design Interior signs

• Exterior signs • Mannequins,Colours,Lighting

• Marquee • Cleanliness,Music,Interior signs

• Entrance • Space & layout Creative display Video

• Window display • Display,focal point & Fragrance

Figure 1: Visual merchandising Elements

METHODOLOGY:

Procedure and the work plan:

The proposed methodology is shown in Figure 2. First, a comprehensive literature survey was carried
out. Then select data sources, data collection methods and the data analysis methods were decided.

Scope of the study

Comprehensive literature
Data analysis
Retail store survey 5 research studies
Reliance Data collection
Trends
Data source
Figure 2:Proposed methodology inRandomly
sequencepick 50
customers Tools used

Selected data source Approach used

To carry out the research,one retail store were selected ,namely like Reliance TRENDS in
Gajapatinagar,Berhampur.
Questionnaire based on likert
scale Data collection Conclusion

Visit clothing retail store

Visual merchandising Reliance TRENDS Gajapati Nagar
Structured Interviews
Identify and record available visual
merchandising elements/techniques Data Analysis

Spider web diagram

Randomly pick 50 customers at each store Carryout structured interviews with visual merchandiser

Fill the questionnaire with the customer

Age group
Figure 3: Comprehnsive work plan for research project

Questionnaire for Customers

As per the work plan, first visit selected outlets and record the present aspect of visual
merchandising elements, then two types of data sources were selected as primary and
secondary data. For primary data fifty walk-in customers randomly picked, and gave the
questionnaire to be filled. The purpose of the data collection and the technical terms in the
questionnaire were explained to them with suitable photographs.

Questions Strongly Agree Neutral Disagree Strongly

Agree Disagree
Exterior Design

1. You
choose to enter in to the store because
creative window arrangement in store front
take your attention create interest & invite
you into the store.

2. The
display of signs in front of the store would
provide information about the product
items and it attracts you into the store.

3. The
arrangement of the entrance of the store
would positively affect your impression
 about the store.

Interior Design

1. New
clothing designs displayed on dummies
would make an idea about the outfit which
helps to select the items.

2. Product
items placed according to different color
combinations take your attention
immediately and allow you to find items
more easily.

3. The use
of lights in different brightness to decorate
the store would attract to the items which
are clearly seen and swing your mood
towards buying.

4. Cleanlin
ess and neatness of the store would make
positive impression about the products.

5. The use
of music in the store tends you to spend
more time and make choices freely.

6. The
signs of the special offers and brands
displayed inside the store would make
positive impact in your mind and tend to
buy more items.

7. A good
space and proper layout inside the store
would make a comfortable environment to
you.

8. The way
of presenting the items and decorations of
the store would increase the interest to
purchase.

9. Video
displayed in digital screens & walls helps
you to get information about new arrivals &
 promotions.

Figure 4(a): The Designed Questinnaire

A total of two hundred samples were collected and the collected data was
analysed using spider web diagram.A spider chart is a graphical methodof
displaying multivariate data in the form of a two-dimensional chart of three or
more quantitativevariables represented on axes starting from the samepoint. In a
spider chart, a point near the edgerepresents high value and a point closer to
centre
on any axis indicates a lower value.

RESULTS & DISCUSSION

Visual merchandising elements in RelianceTRENDS shop

Available visual merchandising elements were identified and recorded.

Mannequins Window Display Colours

Figure 4(b): Visual aids for the designed questionnaire

  Exterior signs
The purpose of the signs is to
gain customer awareness and
announce the store identity.
There are promotional, directional,
location and informational signs.

 Marquee
A special type of signs is used to
display the name of a store.Metal and
plastic material used.

 Entrance
Important to attract customers from
visual appeal. Straight, arcade and
angle store front designs are different
types.

 Window Display
Get attention, create interest and invite
people to the store. They are regularly
updated to show the latest products in the
store. Enclosed,openback,corner,showcase,
angled and semi-enclosed are some of the
window display types.

 Mannequins
Essential for enhancing the appeal
of the clothing by showing how it
looks when put on. Realistic, semi-realistic,
abstract, semi-abstract, headless and
three-quarter mannequins are some types
that are frequently used.
  Colours
The first element, which consumers respond
in selecting or rejecting a garment, is colour.
Warm, cool and neutral are the three main
colour categories. According to the season,
colour combinations change.

 Lighting
Use to draw attention to a part of the area or
a specific item in the display or to coordinate
parts of the total area. Soft lighting creates an
intimate and inviting space, while bright lighting
creates a modern feel. Floodlights, revolving,
flashing, and spotlights are commonly used types.

 Interior Signs
Brand identification of specific products, identity
classification of products, offer direction to
various
departments, and announce upcoming events and
providing information about product benefits are
some common purposes of using interior signs.

 Space & Layout

It represents how effectively the retailer utilises
its space. The objectives of store design are to
guide the customer around the store and entice
increase of purchase, to create a balance between
sales and shopping space, to create an effective
merchandising presentation and use multi-level
to provide sense and variety.
  Creative Display
According to seasonal themes creating
different displays & arrangements and
use of different folding and hanging
methods are categories of the creative
display. Props and fixtures are
commonly used.

 Focal point
A focal point is a place that peoples’
eyes will immediately focus on when
they first look at the display.
Creating an attractively highlighted area
with mannequins, accessories and
attractive designs is important.

 Cleanliness
The cleanliness of the store and items is
the very important. Maintain shop floor
and fit on rooms and racks and other
fixtures in a cleanly manner.

 Music
Western classical slow music played except at CIB. Background music makes
customers tend to spend more time and make choices freely.

 Fragrance
For fragrance air fresheners are used.

Results of customer base analysis

Total responses
 Total responses were analysed to see the impact of visual merchandising elements on
consumers. Below graph shows 96% of the total responses are either agree or strongly
agree that visual merchandising elements impact their buying behaviour.

Figure 5: Analysis of total responses from the samples

Gender Information

Gender information graph shows, that 72% of the sample responses are on female consumers
and only 28% of the male.
Figure 6(a): Analysis of gender information of the sample

Age group information

Age group information graph shows that 72% of the consumers’ belong to the age group 25 -
44 and majority is in the age group 25-34.

Figure 6(b): Analysis of Age group information of the sample

Results of customer questionnaire analysis

Total Responses

Responses given to the questionnaire by the customers from all the four outlets is given in
the table below:

Table 1: Total response of the sample of 50 customers from Reliance TRENDS

Techniques Strongly Agree Neutral Disagree Strongly
agree Disagree
Window display 40 10 0 0 0

Colour combination 38 12 0 0 0

Mannequins 45 5 0 0 0

Lighting 35 15 0 0 0

Cleanliness 48 2 0 0 0

Creative display 34 16 0 0 0

Exterior signs 32 18 0 0 0

Entrance 30 20 0 0 0

Interior signs 35 5 0 0 0

Use of music 30 20 0 0 0

Space and layout 25 15 10 0 0

Video display 20 15 15 0 0

There were no any “disagree” and “strongly disagree” responses from the total of 50
customers randomly picked at each Reliance TRENDS store.

FIXER IN A RETAIL STORE PLAYS A IMPORTANT ROLE IN VISUAL

MERCHANDISING,

 SO THE TYPES OF FIXER ARE:-

 WALL BAY:-It is fixer attached to the wall.
 STEP ARM:- it is a fixer attached both in bays as well gondola, it
is like step ,which denotes its name . its capacity is 18 linear fit.
 Straight arm- capacity 24 garments
 Slope arm- used for displaying suits and kurtas.
 4- ways browser- it is a ground fixture. Here we can hang
garments on four sides on arm.
  2-way browser- it has two way hang the garment.
 U/C Bar- its name derived from its shape .
 Finn unit,mirror,spinners, bin ,glass shelf,4bay round unit.
 Ultimate table: these table are red color and the iteam placed
in this table is having 365 days offer.
 Nesting table –it is just for highlight the garment.
 S 32/ pyramid table-
 Hang rail- it is just to hang the garment.
 There are two types of gondola which is large gondola & small
gondola.
 Folding table- used to fold the garment.
 Round unit pegion hole-
 Ironing of garment :- for perfect display and for good visual
ironing is must there are two of tag-
 Hard tag-pencil tag, round tag
 Soft tag
 Hard tag is used for T- shirt and other clothing apparel
 Soft tag –This tags is placed inside wallet for security purpose in
retail store. Bay visual.
 Brand header – it highlights the brand for particular brand on
particular fixture.

Price highlighter- it is used to highlight the price of the

prouduct.two size of price highlighter i.e.A4&A5.

 Different type hanger-

1. Kids hanger
2. Hanger for T-shirt
3. Skd (salwaar kameez dupatta) hanger
 4. Trouser hanger
5. Hanger for shirts
6. Hanger for trouser
7. Performax hanger

SWOT ANALYSIS OF RELIANCE TRENDS BHUBANESWAR

STRENGTHS

 Reliance trends is financially sound. Being an subsidiary of a

gigantic
Industry group RIL it has sufficient resources in terms of time
and money to take it’s time to break even in the highly
competitive retail sector.
 Stores are located at location that ensures good footfall.
Reliance trends store occupy competitive advantage in terms of
the retail location of the store.
 Low prices of the merchandising attract middle income group
customer. The merchandising is designed uniquely to fill the
market gap in middle to lower middle income group level.
 Merchsndise is fashion oriented.
 Merchsndise is targeted towards the fastest growing
demographic segement of age i.e.18-25 years age ; it
contributes to a very large market size.
 Reliance trends enjoys the good will and reputation earned by
the reliance group over the years.
WEAKNESSES
 LACK of differentiation in the products line. Since reliance
trends is a late entrant in the Indian retail sector; it lack the
differentiation factor which it can use to attract customers to
the store.
  Acute lack of awareness about the store, even after heavy
advertisement the store is unble to builed a strong customer
pull towards itself.
 The quality of the merchandisie is low especially the private
lables.this acts like a major hindrance to the customer pull
towards the store.
 Lack of man power
 The sales consultant on the floor should be more trained to
promote the store aggressively.

OPPORTUNITIES

 Value retail is associated with reliance trends offers fresh stock

at such low price and thus trying to different from other
competitors.
 Customers who demand fashion merchandise which is a bit low
on quality but available at low price patronize the store.
 It can target tier ii and tier iii cities of the country and can adopt
a market penetration strategy.
 The store offers in house labels and thus has freshness
associated with it.
 It can effectivity use other subsidiaries of reliance retail to
promote its brand

THREATS

 Negilgible awareness about the presence of store in cities

where the store is not present.
 The company is started in a time when the retail space is
already occupied with many competitors . Reliance trends
gives a “me –too” image to the company.
  It has positioned itself for middle to lower middle income
group customers but this income group might not generate
revenues similar or equivalent to sustain the huge market
expansion plans of the firm.
 Reliance trends faces cut throat competition from stores like
“lifestyle,pantaloons,”respectively. These are well
established in the market and grabbed a good market share.

VOCABULARY
D2F - DOOR TO FLOOR
AST -ASSORTMENT
CSA -CUSTOMER SERVICE ASSOCIATES
CSD - CUSTOMER SERVICE DESK
DC - DISTRIBUTION CENTRE
DSD - DIRECT SALE DELIVERY
HHS -HAND HELD SCANNER.
MSR - MEMBERSHIP SERVICE REPRESENTATIVE
POS - POINT OF SALE
SEL - SHELF EDGE LABEL
CKD - CHIRIEDAAR KAMIZ DUPATTA
SKD -SALEWAR KAMIZ DUPATTA
MBQ - MINIMUM BASE QUANTITY
BOH - BACK OF HOUSE
AG - AGGREGATION CENTRE
STN - STOCK TRANSFER NOTE
GRN – GOOD RECEIVED NOTE

D&L - DISTRIBUTION AND LOGOSTIC

TIN - TAX INVOICE NUMBER
SOP - STANDARD OPERTION PROCESS
BOQ - BUYING ORDER QUANTITY
SIS - SHOP IN SHOP
MG - MINIMUM GURANTEE
SOR - SALE OR RETURN
OB - OPERTUNITY BUYING
SPSF - SALES PER SQUARE FEET
GRDC - GOODS RETURNED TO DISTRIBUTION CENTRE
RTV - RETURN TO VENDER
PIC - PERPECTUAL INVENTORY COUNT
DSS - DISCISION SUPPORT SYSTEM
CONCLUSION
Finally analyzing all the factors responsible for increasing sales and
the no. of customer in reliance trends , Bhubaneswar through
various data analysis like per day footfall and conversion ration, per
day sales, I came to conclusion that reliance retail should give
emphasis on the measure taken to increase the footfall or ticket size
or catchment area. Reliance does not provided any advertisement
about its products and services whereas its main competitor
pantaloons, max etc does. So , the company should focus on the
tools present to analysis its customer and various other factors.

Also the reliance group has a major focus on achieving customer

needs and their satisfaction level and not to those who made it
possible. There are lots of programs and event taking place to
attract a large amount of crow from the respective location. But the
industry should also keep in mind the integrated efforts made by
the team i.e. the CSA’s, store supervisors, store manager and the
people involved in store activities for the enhancement customers
attraction by the store and finally maximization of revenue. Because
ultimate it is the sales personnel of any background upon whom the
future of the organization depends.

There is always a gap analysis between Retailer & customer.

Customers are ready to buy even at same rate or more than as
compared to outside if we provide them a quality. Customer has no
time. They don't want to waste their time in selecting good
vegetables. By analyzing the primary and secondary data it was
identified that majority of sales is from F&V category instead of
mandi near to store only in the case when quality is good. While for
other categories some changes like introducing more variety and
keeping competitive prices can be done to increase their sales. Data
gathered through sales report and CSAS were analyzed to adjust the
MBQ level of each SKU and to increase the store profit. Reliance
Fresh needs to adjust its Planogram according to the tastes and
preferences of customer. Since store does not offer NF FMCG and
toiletries most of the customers are switching to other players.