STUDY ON CUSTOMER SERVICE ORIENTATION

CHAPTER -1

INTRODUCTION & ORGANISATIONAL PROFILE

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1.1 TITLE OF THE STUDY

My Title of the study is “ANALYTICAL STUDY ON CUSTOMER AND SERVICE

ORIENTATION” .The timeline of the training plan was not defined and no formal or informal assessment
was practiced. Hence, the training plan was unable to provide a proper direction and exposure to the trainee
buyers. The trainee buyers acquired different levels of knowledge, worked on different tasks and had
different exposure which ultimately resulted in unequal training for the trainees. Moreover, trainee buyers
did not utilize the complete training period in getting trained for those particular tasks that would be helpful
in improving their performance and future career growth. A lot of time is wasted especially in the store
training where the trainee buyers remained idle hence performing those tasks that were not relevant to their
future job responsibilities.

Customer service-orientated businesses focus on the customer and meeting their every need. Becoming
customer service orientated requires an understanding of the characteristics and development of customer
service skills. Creating a plan with actionable steps to do this can help you improve these highly important
skills.

1.2 What is customer orientation:

Customer orientation is a business approach that puts the needs of the customer over the needs of the
business. Customer-oriented companies understand that the business won't thrive unless it consistently
improves customer focus. It's a way of thinking that aligns your business goals with your customers' goals.

Building a customer-oriented culture means recognizing that customers are the business. For example,
Zappos founder, Tony Hsieh, is well known for his belief that "customer service shouldn’t just be a
department, it should be the entire company.”

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Customer-oriented skills

Customer-orientation isn't only about customer service, but it requires support teams to master
key customer service skills.

Are you a customer-oriented person? Here are a few skills of customer-oriented teams:

 Empathy

 Ability to understand and act on customer data

 Agility: customer-oriented companies quickly adapt to customer needs

 Effective communication

 Active listening

 Problem-solving skills

 Customer focus

1.3 Customer oriented:

Here's how being customer-oriented saves (and makes) your business money.

Keeping the customer top of mind isn’t just something you do because it feels good or right. It also helps
your bottom line: It's easier to keep existing customers than get new ones On average, it can cost six or
seven times more to acquire a new customer than to retain an existing one. That's because most
consumers only visit a website one time—no matter how much you spend on marketing .Increasing
customer retention rates by just 5% can boost your company’s profits by 25% to 95%.

Yes, you can grow your business by getting better at customer acquisition. But it’s almost always easier to
hold on to an existing customer than to find a new one.

And one of the best ways to keep more customers is to provide fast, exceptional customer service.

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How (good) customer service creates loyalty

According to Zendesk’s Customer Experience Trends Report 2020, 57% of customers cited customer
service as an attribute that makes them loyal to a brand .The same poll found that the most important aspect
of a good customer service experience was being able to resolve an issue quickly .Conversely, long wait
times when interacting with an agent ranked as the most frustrating aspect of a bad customer service
experience.

Customers want solutions, and they want them now. That's why so much of being customer-oriented is
about becoming customer service-oriented. A customer orientation mindset isn't going to do anything for
your business unless it extends to your customer service.

1.4 5 key components of a customer-oriented strategy

You can’t put customers’ concerns first until you know exactly what they are.

So a customer service-oriented approach starts with identifying their needs. Once you've done that, you can
start putting the "customer" back in customer service.

1. Get customer feedback often

Find out what customers think of your customer service so you know what needs to improve. An easy way
to do this is by sending out customer satisfaction (CSAT) surveys.
At Zendesk, we simply ask the customer if their interaction was good or bad. We also give them an open-
ended comment box where they can provide additional feedback about their experience.
Some companies prefer to measure their progress using Customer Effort Score (CES). This asks customers
to rate how easy their interaction was on a scale of “very easy” to “very difficult.” You can learn more
about customers' experience by giving them more flexible options.

Whether you prefer the CSAT or CES metric, the point is to measure how difficult it is for customers to get
their issues resolved.

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2. Use that feedback to set goals

When you look at your customer feedback, you're going to find areas where you're not doing as great as
you'd like.

Once you've done that, it's time to set new goals that address those areas.

For example:

 Let's say one of your support agents has lower-than-average CSAT ratings. You may want to monitor their
work and provide extra training to help them reach a higher benchmark.

 Suppose your CES data shows that customers rate live chat interactions much higher than email ones. You
may want to work on cutting down your email response times.

3. Monitor social media feedback

Surveys aren’t the only way to find out how customers perceive your brand. Monitoring social media can
reveal what else they're saying about you.

Look for:

 Common complaints

 Frequently asked questions

 Other support issues that should be addressed

Chances are, you'll see the same issues come up over and over. This is great — now you know what
underlying problems your product or service has, or what common sources of confusion you need to clear
up.

Also, try to respond quickly when customers ask questions or complain on social media. A good reply will:

 Correctly identify the issue

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 Offer links to additional information

 Close the loop by thanking the customer and apologizing for the inconvenience

Fast, helpful responses on social media can help strengthen and repair customer relationships.

4. Encourage compassion

It's tempting to focus on improving call times and survey scores, and to think that's all that matters. Just
make sure you don't lose the human touch in the process.

Customer orientation means that when the customer wins, you win too. Don’t make customers feel like a
burden (and definitely don't charge them a fee to interact with a real human).

Remind your customer service agents to:

 Practice empathy when dealing with customers

 Address their frustrations with patience and understanding

When it comes to promoting a compassionate approach, it helps to lead by example. The way you treat
your employees is the way they'll treat customers — make sure you show employees you value them.

5. Get sales and customer service to collaborate

When customer support teams and sales teams work together, the customer gets better service from both
parties.
Collaboration is critical. 70 percent of customers expect companies to collaborate on their behalf.
To stay connected, sales and customer support should use a shared customer management platform. That
way:

 Support agents can easily tell sales reps when a customer wants to learn about a new product

 Sales reps can quickly pass difficult technical questions to support agents who are better equipped to
answer them

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The quicker a customer gets to the right agent or rep, the faster their issue can be resolved, and the happier
they’ll be.

1.4 COMPANY PROFILE

Company Name: RELIANCE RETAIL

Founded in: 2006

Founder: Mukesh Ambani

Parent organizations: Reliance Industries Limited, Reliance RETAIL Ventures Limited

Subsidiaries: JioMart, Reliance Digital, Smart Bazaar, Just Dial, MORE

Founder: Mukesh Ambani

Customer service: 1800 891 0001

Revenue: 3.07 lakh crores INR (US$38 billion, 2024)

Headquarters: Mumbai

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1.6 Motto of RELIANCE RETAIL :

With small and medium-sized entrepreneurships being the backbone of the Indian economy, RELIANCE
RETAIL prides itself on being the Champion for Independent Business, by helping them thrive, be
profitable and make a difference to the community.

Our Achievements/ Awards :

 Awarded Most Trusted Brands of India 2021 for Excellence in Food RETAIL by CNBC TV18 and
Marksmen.

 RELIANCE RETAIL has ranked 23rd in the Best Places to Work for in India 2021 survey and consistently
ranked amongst Top Ten RETAIL Companies by Great Place To Work® (GPTW) Institute.

 RELIANCE RETAIL India is the country’s first HACCP-certified wholesaler.

 RELIANCE RETAIL India has won the CII National Award for Quality & Food Safety for its flagship
wholesale centre at Yeshwanthpur, Bangalore in 2013 and for its Moosapet centre in Hyderabad in 2015.

Damodar Mall is the CEO at Grocery RETAIL Reliance RETAIL Limited. Starting career with consumer
goods leader, Unilever, he went on to being an early-stage professional involved in steering modernising
RETAIL in India.

1.7 ABOUT THE ORGANIZATION

Reliance RETAIL is an Indian RETAIL company and a subsidiary of Reliance Industries. Founded in
2006, it is the largest RETAIL er in India in terms of revenue. [5] Its RETAIL outlets offer foods, groceries,
apparel, footwear, toys, home improvement products, electronic goods, and farm implements and inputs.
As of 2023, it has over 245,000 employees at 18,000 store locations in 7,000 towns. Apart from physical
stores, the company also sells products on its e-commerce channels.

As of August 2023, the company is valued at $100 billion.

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History:

In August 2021, Reliance RETAIL announced that it would acquire the RETAIL , wholesale, logistics and
warehousing business of Future Group for ₹24,713 crore (US$3.34 billion).[8] However, the deal was called
off in April 2022 after a lengthy legal dispute between Future Group and Amazon.

In September 2020, it was announced that American investment firm Silver Lake has bought 1.75% stake
in Reliance RETAIL for ₹7,500 crore (US$940 million) valuing the business at ₹4.28
trillion (US$54 billion). On 23 September, it was announced that KKR has bought 1.28% stake for ₹5,500
crore valuing the venture at ₹4.28 trillion or $58 billion.

In October 2020, Singapore's GIC bought a 1.22% stake for $752 million, while TPG acquired a 0.41%
stake for $250 million giving Reliance RETAIL a pre-money valuation of $58.5 billion.

On 7 October 2021, the company announced its partnership with 7-Eleven to open its stores in India. The
announcement came a day after Future Group announced the end of its partnership with 7-Eleven, citing
the inability to meet the target of opening stores and payment of franchisee fees. The first 7-Eleven in India
opened in Mumbai.

On 6 January 2022, Reliance RETAIL invested $200 million in Dunzo for a 25.8% stake.

In 2022, soft drink brand Campa Cola was acquired by Reliance Industries for ₹22 crores. In March 2023,
Reliance Consumer Products (RCPL), the fast-moving consumer goods arm and subsidiary of Reliance
RETAIL Ventures (RRVL), announced the relaunch of Campa Cola in three variants (cola, orange and
lemon) at select stores.

In February 2023, Reliance RETAIL began accepting India's central bank digital currency (CBDC),
the Digital Rupee.

In August 2023, the Qatar Investment Authority invested $1 billion in Reliance RETAIL for a 0.99% stake
in the company at a $100 billion valuation. [6] In October 2023, the Abu Dhabi Investment
Authority acquired a 0.59% stake in the company with an investment of nearly $600 million.
Financials[edit]

Reliance RETAIL had a turnover of ₹337 billion in the financial year 2016–17. Reliance RETAIL
announced revenues of ₹450 billion for the nine months ended December 2017 for financial year 2017–18,
showing over a 90% jump from the corresponding previous period. The company also reported a profit of
₹7 billion for the period.

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1.7 RELIANCE RETAIL

RELIANCE RETAIL , a unit of Reliance RETAIL Ventures Ltd., is India’s leading wholesale
company, with food and non-food assortments, and specializes in serving the needs of Traders, Kiranas;
Hotels, Restaurants, and Caterers ; Services, Companies, Offices (SCO) and as well as independent
businesses. RELIANCE RETAIL India started operations in India in 2003 and was the first company to
introduce cash-and-carry business format in India. Currently, RELIANCE RETAIL India operates large
format stores under the brand ‘RELIANCE RETAIL Wholesale’ across the country. In 2023, Reliance
RETAIL Ventures Ltd. (RRVL) acquired 100% equity stake in RELIANCE RETAIL India.

RELIANCE RETAIL India offers close to 7,000 world-class products across a multitude of categories -
such as fruits & vegetables, general grocery, dairy, frozen & bakery products, fish & meat, confectionery,
detergents & cleaning supplies, health & beauty products, media & electronics, household goods and
apparel - all under one roof, and at transparent, low wholesale prices.

This helps us improve our customers’ offerings, while providing them with a reliable supply source.
Analyzing the local requirements, a large percentage of the goods are sourced locally and are tailor-made
to meet the specific demands of the region.

RELIANCE RETAIL has well-tried and sophisticated mechanisms in place to ensure that each product
complies with the highest quality standards.

Products are available with options of bulk packs, refill packs, or multiple-packs for the convenience of
professional customers. With the assurance of stock availability at all times at METRO, customers do not
need to maintain stocks on account of uncertainty of supplies. This significantly reduces costs incurred in
procurement and inventory management for the customers.

The company regularly conducts customer engagement programs for various target groups. METRO’s
focus on small traders is aimed at helping kiranas become more competitive and profitable. It helps them
enhance their offerings with sharper assortments and more efficient inventory management, greater
hygiene in the handling and storage of goods, and improved ambience and services for their customers

RELIANCE RETAIL is a close partner of the local economy and is committed to bringing benefits to local
communities. Through its Fruits & Vegetables Collection Centres, RELIANCE RETAIL works along the

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agricultural supply chain to source fresh produce directly from farmers, reduce wastage levels and help
farmers realize better financial value for their products.

RELIANCE RETAIL currently runs 5 Collection Centres in the states of Karnataka (2), Andhra Pradesh
(1), Maharashtra (1) and West Bengal (1). The company also partners closely with local producers and
manufacturers to procure goods locally. In every State it enters, RELIANCE RETAIL creates a number of
direct and indirect employment opportunities for local talent, and also provides them with comprehensive
training to develop their skills.

1.8 OVERVIEW OF THE COMPANY

R E L I A N C E R E TA I L – t h i s n a m e s t a n d s f o r o n e o f t h e g r e a t success stories in
modern commerce. The unique wholesale business-
tobusiness model of RELIANCE R E TA I L is focused only towards professional
customers such as hotels, restaurant, and caterers as well as small and mid-sized Retaiers.

RELIANCE RETAIL offers this target group a greater efficiency than the multilayered supply chain thus
helping them to improve their business: By offering them a one-stop solution for their purchases, by
helping them to improve their assortment, by offering them high quality products at reasonable and
transparent prices and by offering them a consistent supply source RELIANCE RETAIL , a unit of
Reliance RETAIL Ventures Ltd., is India’s leading wholesale company, with food and non-food
assortments, and specializes in serving the needs of Traders ; Hotels, Restaurants, and Caterers ; Services,
Companies, Offices (SCO) and as well as independent businesses.

RELIANCE RETAIL India started operations in India in 2003 and was the first company to introduce cash-
and-carry business format in India. Currently, RELIANCE RETAIL India operates large format stores
under the brand ‘RELIANCE RETAIL Wholesale’ across the country. In 2023, Reliance RETAIL
Ventures Ltd. (RRVL) acquired 100% equity stake in RELIANCE RETAIL India.

RELIANCE RETAIL India offers close to 7,000 world-class products across a multitude of categories -
such as fruits & vegetables, general grocery, dairy, frozen & bakery products, fish & meat, confectionery,

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detergents & cleaning supplies, health & beauty products, media & electronics, household goods and
apparel - all under one roof, and at transparent, low wholesale prices.

This helps us improve our customers’ offerings, while providing them with a reliable supply source.
Analyzing the local requirements, a large percentage of the goods are sourced locally and are tailor-made to
meet the specific demands of the region.
RELIANCE RETAIL is the leading international player in self- service wholesale sector.

The company has merged with the local head to head competition in the field of wholesales as RELIANCE
RETAIL AG (MEO), Germany’s biggest RETAIL er, combined its wholesale operations in Pakistan with
local competitor Makro-Habib Pakistan Limited. RELIANCE RETAIL holds a major part of the
operational business while Makro have a majority in the real estate.

The company has planned to further expand in many large cities of Pakistan. The wholesale center offers a
wide array of:

Food items

Non Food items

Own brands

RELIANCE RETAIL is the leading international player in self-service wholesale: customer-focused,

international and innovative. The concept is oriented towards helping customers to successfully run their
own businesses. (RELIANCE RETAIL GROUP, 2012)

1.9 RELIANCE RETAIL in Figures:

RELIANCE RETAIL

Locations as per 30th September 2012 - 722

Number of Countries as per 30th September 2012 - 29

Sales as per 31st December 2011 - 31.2 bn

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EBIT as per 31st December 2011 - 1.1 bn

Headcount (full-time Equivalents as of closing date 31 December 2011) - 116,408

Articles, Food assortment as per 31st December 2011 - ca. 20,000

Articles, Non-Food assortment as per 31st December 2011 - ca. 30,000

RELIANCE RETAIL looks back on a history of success in wholesale concepts. Founded in 1964 in
Germany, the company quickly spread to many countries in Europe, Asia and Northern Africa. Its tradition
in wholesale is accompanied by social heritage; a truly international corporate culture. (RELIANCE
RETAIL GROUP, 2012)

 International Expansion:

International expansion is a significant element of the corporate strategy. In about four decades,
RELIANCE RETAIL has grown from a Western Europe-centred wholesale concept to a leading
international player in self-service wholesale, operating 722 outlets in 29 countries. There, RELIANCE
RETAIL not only benefits from the dynamic economic development but also strives to promote local
purchasing power and consumer demand. (RELIANCE RETAIL GROUP, 2012

 Worldwide Activities:

Specifically, RELIANCE RETAIL is focused on the dynamic growth markets in Asia and Eastern Europe
as well as in the Middle East and Northern Africa. The majority of all new business locations are
established in these growth regions. Over three billion people, about the half of the world’s population, live
in countries where the company is already present. (RELIANCE RETAIL GROUP, 2012)

 Social Responsibility:

When entering new markets, RELIANCE RETAIL does more than securing its own future: it actively
creates jobs and often pioneers the development of modern trade and supply structures. The company is
committed to its social responsibility. Close cooperation with regional producers and suppliers builds up
trust and increases the level of acceptance that RELIANCE RETAIL enjoys in each of its locations.
(RELIANCE RETAIL GROUP, 2012)
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 The Concept:

Today, the company has grown to become the leading international player in self-service wholesale. Much
copied around the world, RELIANCE RETAIL is once again setting itself apart from its competitors. The
RELIANCE RETAIL product range and services – from delivery to ready-made business solutions – is
outstanding in its diversity, quality and excellent price-benefit ratio. It operates with an unparalleled
expertise in providing fresh food products. (RELIANCE RETAIL GROUP, 2012)

 Local Requirements:

Up to 50,000 different food and non-food products catering to the specific needs of national and local
customer are always available in excellent quality at RELIANCE RETAIL . Worldwide, RELIANCE
RETAIL is the first to offer regional products for regional professional demand: in China, specialties like
dim sum are as much a part of its product range as köfte in Turkey or plum pudding in England. This
implies a unique local sourcing system: up to 90 percent of RELIANCE RETAIL goods are purchased
from local producers and suppliers. (RELIANCE RETAIL GROUP, 2012)

 VISION STATEMENT

“RELIANCE RETAIL will dominate the wholesale segment internationally, through our unique business
formula which improves the competitiveness of our customers all over the **world.” (Doctstoc, 2011)

The Vision statement of RELIANCE RETAIL is very simple, to dominate the wholesale segment
internationally by becoming the market leaders. No matter where they operate, the common vision
statement is shared amongst all the RELIANCE RETAIL businesses. Therefore RELIANCE RETAIL –
Habib also has the same vision inherited by RELIANCE RETAIL AG.

The vision is achieved through formulation of unique strategies which makes its way forward by growth
and expansion. It has become the fourth largest wholesale business in the world, wall-mart being on the
top. Our competitors include wall-mart, Tesco, Carrefour etc. and the competition is immense amongst
each other. But the vision to dominate the wholesale segment internationally is what RELIANCE RETAIL
is all about.

Importance of customers all over the world is also clearly evident in the vision of RELIANCE RETAIL .
The main objective is not only expanding the wholesale business worldwide, but also to ensure the well-
being of their customers. It is an excellent strategy as customers feel important and comfortable forming a
partnership with RELIANCE RETAIL .

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1.10 MISSION STATEMENT

“RELIANCE RETAIL is a Wholesaler for businesses and professionals. RELIANCE RETAIL provides
quality products and business solutions at the lowest possible prices.” (Doctstoc, 2011)

The mission statement is all about how the company manages its operations and in which direction it is
moving. Normally, there are nine important components which exist in a mission statement that make the
mission statement strong and impactful.

These components include customer, products and services, markets, technology, concern of survival,
growth & profitability, philosophy, self-concept, concern of public image and concern of employees.

The mission statement of RELIANCE RETAIL does not clearly include the nine components mentioned
above hence it cannot be considered to be strong and impactful. It does tell us about its business
operation’s model but more detail would have been appropriate. It does not explain what quality products
and services it is providing, what market they are catering and targeting, what technology do they use, how
they plan to survive and sustain in the industry and what are the strategies for growth and profitability in
short-run as well as long run.

 RELIANCE RETAIL – Habib Pakistan

Since the merger took place, RELIANCE RETAIL – Habib has so far a total of 10 stores in Pakistan. For
each 5 RELIANCE RETAIL stores it has invested 20 million Euros, taking the total investment to around
100 million Euros. They planned to grow in coming years by taking the total number of stores to 10, which
has been achieved by the Merger with Makro , owned by House of Habib.

The Head Office of RELIANCE RETAIL Pakistan is situated at Thokar Niaz Baig, Multan Road, Lahore.
There are approximately 300 employees in the Head office with an average of 235 to 245 employees per
store. It is a unique business in Pakistan since there are no direct competitors of its scale. In Pakistan, 95%
wholesale industry is unstructured and RELIANCE RETAIL – Habib is considered to be the giant in the
structured wholesale industry.

RELIANCE RETAIL – Habib has invested 20 million Euros per store, thus contributing to the economy
with large scale of Foreign Direct Investment. As per the Standard of procedures (SOP) proper invoicing is
followed with separate tax column in place, in order to inform its customers about their contribution in

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national exchequer in every transaction. Proper Documentation of each invoice for tax purposes is also
strictly followed.

According to the SOP, RELIANCE RETAIL – Habib conducts business only with those suppliers that are
registered with FBR for tax purpose. There is full transparency of transactions, whether they are imports or
local. There is a joint effort made in order to develop exports with farmers and the Government which will
ultimately result in prosperous future of the economy.

Under the brands RELIANCE RETAIL and MAKRO it operates over 700 wholesale stores in 29 countries
throughout Europe, Asia and Africa. The wholesale offer a broad range of products and services
customized to the specific demands of professional customers, such as hotel and restaurant operators,
catering firms, independent small RETAIL ers, institutions and offices. (RELIANCE RETAIL , 2012)

RELIANCE RETAIL opened its first wholesale center in Pakistan in 2007 and then expanded to 5
wholesale centers in a short span of 18 months. After the merger with Habib Group, the local business
partners in 2012, today the company is operating 10 wholesale centers in Lahore, Karachi, Islamabad and
Faisalabad cities. (RELIANCE RETAIL Pakistan, 2012

The company has a simple and efficient business concept: wholesale, which is defined through its
customer base: only professional customers are allowed to purchase at METRO-Habib , all of them duly
registered and provided with a customer card.

It is not a super- or hypermarket chain for private consumption, but a modern form of wholesale
exclusively tailored to the needs of businesses and companies. The core customers are small and medium-
sized RETAIL ers as well as hotels, restaurants and caterers. The company offers business customers a
comprehensive product range both in food and non-food and efficient business solutions to enhance the
customer’s competitiveness in their own markets.

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 Our Motto

With small and medium-sized entrepreneurships being the backbone of the Indian economy, RELIANCE
RETAIL prides itself on being the Champion for Independent Business, by helping them thrive, be
profitable and make a difference to the community.

1.10 Our Achievements/ Awards

 Awarded Most Trusted Brands of India 2021 for Excellence in Food RETAIL by CNBC TV18 and
Marksmen.

 RELIANCE RETAIL has ranked 23rd in the Best Places to Work for in India 2021 survey and consistently
ranked amongst Top Ten RETAIL Companies by Great Place To Work® (GPTW) Institute.

 RELIANCE RETAIL India is the country’s first HACCP-certified wholesaler.

 RELIANCE RETAIL India has won the CII National Award for Quality & Food Safety for its flagship
wholesale centre at Yeshwanthpur, Bangalore in 2013 and for its Moosapet centre in Hyderabad in 2015.

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1.12 SWOC ANALYSIS

SWOC analysis of RELIANCE RETAIL :

STRENGTHS-

The first step in doing a SWOC analysis for RETAIL entails identifying certain strengths. RELIANCE
RETAIL has the basic strength of low prices with high quality. Serving the customers with the wide
variety of products .Covering all business solutions under one roof named RELIANCE
RETAIL .Having the strong business background.
Best location for such kind of big store and also covering many areas. Efficiently using the place and
excellent layout. Sufficient parking and safety and security measures ensure the quality in
every sector. Friendly and co-operative staff. Computerized data base system which helps both customer
and METRO. Cafeteria in the building for the refreshment of customers.

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One possible strength may be the retailer's financial backing, meaning it has plenty of capital and
access to bank loans. Another strength may be the retailer's cheaper wholesale prices. Additionally,
the RETAIL company may offer unique products compared to other Retailers.

For example, a clothing store may sell high quality but slightly defective clothing at a low price.
Whatever the case, a RETAIL er should make a list of all its strengths vs. key competitors

WEAKNESSES:

When reporting weaknesses, the RETAIL store or company should start with its most palpable
weaknesses. Less awareness regarding business. Although location for a big store is suitable but
outside the city and not suit for all customers. No proper transportation for customers to carry their
products far away. Limit of 3 persons on a single membership card Restriction of shopping minimum
Rs 2000 Membership or subscription fees for cards.

Shopping from RELIANCE RETAIL is much time consuming because the travelling and in store visiting
time.
For example, through market research, the RETAIL er may have discovered it has a weak brand
image versus key competitors. The RETAIL er may also lack an identity. For instance, the store may
sell cheap and expensive brands. It may also be lacking in customer service.

OPPORTUNITIES-

Another step in a RETAIL SWOC analysis is identifying key opportunities in the market. Growing
market of Expansion in major cities. Online shopping is much better option to save time contracting
with major hotels and restaurants. Proper RELIANCE RETAIL owned convenes facilities.
There are a myriad of opportunities a RETAIL er may discover through both its sales force and market
research. Opportunities can include an unfilled consumer need, according to quick mba.com, an
online business reference site. For example, a small web design company may see an opportunity to add
consulting services, if it has customers that desire it. Or a RETAIL company may have the
opportunity to purchase a smaller RETAIL er to increase market share.

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CHALLENGES-

A RETAIL er can identify certain Challenges through a SWOC analysis. Challenges can include a
decrease in consumer demand, a recession, price wars among key competitors, or even an increase in
competition. Even a change in shopping habits can be a major threat to a RETAIL er. For
example, when people starting migrating to the suburbs in the 1950s and 1960s, downtown
RETAIL ers, which represented the traditional way of shopping, were affected.

1.13 RELIANCE RETAIL KEY ACCOUNT MANAGERS

Drive profits with a dedicated relationship manager who knows your industry

At METRO, your business needs matter to us. We want to ensure you are always aware of our latest
product selections and offers. We also want to partner with you in sourcing the goods you need most.

That’s where our Key Account Manager program comes in. Your RELIANCE RETAIL Key Account
Manager is someone who:

 Has an intensive knowledge of your industry, your market and your competition

 Gives you information on the latest products and offers

 Helps you source the products you need the most

 Provides personalised business advice

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1.13 UNIQUE RELIANCE RETAIL BENEFITS

Get widest assortment:

RELIANCE RETAIL offers you a selection of over 7000 products under one roof. Pick up from our widest
assortment range including beverages, biscuits & snacks, detergents & toiletries, fruits, vegetables & dry
fruits, apparel & footwear, household items, large & small appliances, stationery, textiles, luggage and a lot
more. Get the best of local and national brands at great prices.

Best market schemes:

RELIANCE RETAIL brings you the best of market offers and assortment to maximize your profit on each
purchase. Get fabulous offers 365 days a year and maximize your profits with reliance.

Dedicated customer relationship:

At METRO, customer centricity is our fundamental working mantra. We offer you a team of highly helpful
and dedicated customer relationship managers to help you with all your queries and needs. Feel free to
write to us at wecare@RELIANCE.co.in

Packing & delivery solution:

We understand that the best purchasing experience has to be hassle-free. We ensure convenience by
providing free packing and doorstep deliveries of your purchases at lower than market rates, thereby saving
your time and effort.

Free and ample parking:

Get free parking facility for your vehicle at our spacious premises. Purchase for all your needs and
maximize on your profits while your vehicle rests free & carefree in our parking space.

Convenient timings:

When you work long hours, we work even longer to help you with your purchase needs. We are open all 7
days of the week. Your convenience is our priority.

Helpful commodity experts:

Does a wide variety of options confuse you? Worry no more. RELIANCE RETAIL has well trained and
highly knowledgeable commodity experts of rice and pulses, ever ready to help you with your requirement.

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Special scheme booklets:

It’s always convenient to have the best offers on your fingertips. We publish a variety of booklets
especially customized for your business. These give you periodic updates on latest promotions at METRO.

Multiple payment options:

Ease your shopping experience by availing our multiple payment options either through cash, debit card or
credit card.

Transparent and accurate billing:

We know how important it is for you to account every paisa that you spend. RELIANCE RETAIL invoices
give you a clear picture of how much & on what you’re paying for.

Easy replacement policy:

Our satisfaction solely lies in customer’s satisfaction. We want our customers to be completely satisfied
with their buying experience at METRO. Our 7 day replacement policy helps you to replace any wrong
product easily.

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 BUILD YOUR BRAND @RELIANCE

RELIANCE RETAIL invites independent businesses to build their brand with us! RELIANCE RETAIL
boasts of 85 lac + customer visits annually, with a registered base of 25 lac + customers which is growing
with every passing day.

31 stores, 21 cities, 10 states, 1 brand – RELIANCE RETAIL Wholesale!

Come, embark on a brand new journey with RELIANCE RETAIL today!

Build Your Brand @RELIANCE RETAIL with:

 Brand Activation – We have the Right audience for your brand

 Branding – We give your brand the visibility it deserves
 Lead Generation – Your Opportunity to cultivate relevant leads for your brand
 BTL Activities – We take your brand to the masses

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Activation Opportunities for:

 Real Estate - Properties

 Banking & Insurance Co.

 Automobiles
 Telecom / Networks

 Timeshare Companies

 Food Court
 OOH Agencies

 BTL / Event Agencies

 FMCG & more

Activation Mediums:

 Parking Floor Space

 Branding Media

 1-2-1 Brochure

 1-2-1 SMS blast

 1-2-1 emailers

 RELIANCE RETAIL website

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Branding Media:

 Unipole Hoardings

 Facade Hoardings

 Parking Banners

 Tower & Arch Gate

 Pole Signage

 Boundary Banners

 In store Drop Banners

 Trolley Branding

 Travellator/Elevator

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1.14 RELIANCE RETAIL GIVES COUNTRY DIVISIONS MORE
ENTREPRENEURIAL FREEDOM

 New Operating Model strengthens the responsibility of national subsidiaries and replaces RELIANCE
RETAIL Board with team of Operating Partners

 Decentralisation of operational functions

 Olaf Koch: "Value is created with the customer, and the new model will make us quicker, more streamlined
and more dynamic"

RELIANCE RETAIL will grant its 26 national subsidiaries more entrepreneurial freedom in the future and
has adapted its organisational structure for this purpose. While the national management will be given
greater responsibility for operational functions, the headquarters is changing its management structure: in
place of the currently nine-person RELIANCE RETAIL Board - the so-called Extended Management
Board, soon a team of ten Operating Partners will be overseeing two to three countries each, so their day-
to-day activities will be focused much more sharply on the respective customers and the local demand. The
new organisational structure will be gradually implemented starting on 1 July 2015.

"Value is created locally, in the markets and with the customers, which is why we are now giving a further
boost to local responsibility and entrepreneurial freedom," said Olaf Koch, CEO of RELIANCE
RETAIL AG. "We have already decentralised decision-making in recent years, strengthening the role of
the national managers. As a next step, we want to achieve an even more powerful structure, with faster
decision-making channels and, above all, with national managers who think and act as entrepreneurs, and
who will hold considerably more sway in running their business."

An Operating Board will replace the current Extended Management Board of RELIANCE RETAIL with
the goal of supporting the development of the national markets with a much more operational focus.
Heading up this management group as CEO from 1 October 2015 will be Pieter Boone, who has been
managing one of the most successful national subsidiaries, RELIANCE RETAIL Russia. As reported
earlier this week, Olaf Koch, who has acted as CEO of RELIANCE RETAIL as well as CEO of the
RELIANCE RETAIL GROUP since 2013, will pass on the ad interim role of RELIANCE RETAIL CEO
to Pieter Boone in order to focus fully on managing the parent company as CEO of RELIANCE RETAIL
AG.

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Olaf Koch said: "We are on the right track. Thanks to the direction we have set and initiatives we have
introduced over the last two years, we have now recorded like-for-like growth at RELIANCE RETAIL for
seven successive quarters. The new Operating Model should accelerate this positive trend. With the new
Operating Model, we take a logical step in giving the national Managing Directors greater entrepreneurial
freedom. While we still want support from the headquarters, 'one-size-fits-all' central directives are not
effective in the local markets. In the future, we will be able to respond to local demand and special
customer requirements much more quickly and therefore increase our growth potential."

Essentially, the newly developed Operating Model, which will be implemented within the next 18 months,
consists of the following elements:

 The Managing Directors of the national subsidiaries will be granted considerably more entrepreneurial
freedom, for example, in marketing or store operations and will work according to a Value Creation Plan.
Their performance-related bonus payment will depend solely on the performance of their respective
markets.

 An Operating Partner with a small team of experts will support each national Managing Director and their
top-level management in the operation and continued development of the local RELIANCE RETAIL
business.]

 Some country divisions will take over the responsibility for certain operational disciplines and will support
all other countries in this function ("Federation Model"); for instance, the operational competency for the
hotel, restaurant and catering business ("HoReCa") will be given to France; the respective function will
thus be moved from the Düsseldorf headquarters to Paris.

 The functions HR, IT / IM and finance will be further managed in Düsseldorf; the responsible Officers are
called "Functional Partners"; together with the Operational Partners and the CEO, they represent the
highest leadership body of RELIANCE RETAIL .

 Strict RELIANCE RETAIL AG governance functions such as Accounting, Audit, Compliance, Controlling,
Legal or Tax will also remain as they are.

Due to the new organisational model, there also will be a reduction in the headcount of the Düsseldorf
headquarters as responsibilities will be moved to the countries. This process will be done in close

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collaboration with the Works Council. However, from an organisation-wide perspective, there will be no
job losses.

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CHAPTER : 02

DESIGN OF THE STUDY

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2.1 OBJECTIVE OF THE STUDY

 Ascertain the factors lead the buyers to patronise RELIANCE RETAIL .

 To identify the outcomes of RETAIL ers and customers association with RELIANCE RETAIL .

 To study the operation of billing system and billing counter.

 To ascertain the problems faced by the RETAIL ers and the customers.

 To identify the satisfaction level of customers towards RELIANCE RETAIL .

 To study about the facilities provided to the customers such as parking, trolley, billing process.

 To collect customer information at all possible points and making the information available to
the entire organization.

 To ascertain the satisfaction level of the customers towards the pricing and availability of
the products.

 To cross sell the products and creating awareness about the schemes& benefits provided by
RELIANCE RETAIL .

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2.2 RESEARCH METHODOLOGY

 TYPE OF RESEARCH

Research is one of the most important parts of any study and pertains to the collection of information
and knowledge. Marketing research is defined as the systematic design, collection, analysing, evaluating
and reporting of data and findings relevant facing by the company. The research process depends upon
developing the most efficient plan for gathering the required information. Designing a search plan calls for
decisions on the data sources, research approaches, research instruments, sampling plan, and contact
methods. My project has been developed on his basis of both exploratory and descriptive research.
The research is descriptive as the study has been completed based on the data collected from the
internet and secondary sources likes news, pamphlets, reports etc .It is also analytical in nature as the data
collected from questionnaire is analysed and necessary findings and conclusion is derived based on the data
collected from questionnaire.

DATA SOURCES

For this project both primary and secondary data were usefulness sources of information.

 Primary data
The primary data was collected by mean of survey. Questionnaires were prepared and customers
and employees of the banks were approached to fill up the questionnaires. This questionnaire contains
20 questions which reflect on the type and quality of services provided by the RELIANCE RETAIL to the
customers. The response of the customer and it is recorded on a grade scale. The filled-up information was
later analysed to obtain the required interpretation and he findings.

 Secondary data
Secondary data provides a starting point for any research and offers usefulness sources of already existing
information. Secondary data are simplest to gather and the cost of collecting this data is also very low.

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 Sampling Research
In research terms a sample is a group of people, objects, or items that are taken from a larger population
by targeting random people for measurement. The sample should be representative of the population to
make sure that it can be generalise the findings from the research sample to the population as a whole.
So here the research was mainly opted on customer’s survey because the main purpose of this project is
to know the perception of customer towards the RELIANCE RETAIL products/services and their
satisfaction.

2.3 Sampling Design

1) Sampling unit2) Sample size3) Sampling technique

 Sampling unit:
The sampling unit comprises with the customer details, their opinion regarding the products and services.

 Sample size:
The size of the sample is 100 customers.

 Sampling Technique:
The techniques adopted here is Simple random sampling.

2.4 Methods of Data Collection

Methodology refers to a body of methods which assist of which investigation is carried on, for the reach of
the final conclusion of the study. So far as method of data collection is concerned, the data is collected
through guides, internet and portals.

 Tool or Techniques used

The major part of the research work is based on the whatever data is collected. In this regard, a researcher
needs to use certain tools and techniques in the research work. The technique adopted here is face to face
interaction with the guides and also interacting with the customers who pay visits to the RELIANCE
RETAIL store.

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 The statistical tools applied Questionnaires Charts

Charts are the graphical representation of data. It is mainly to give a clear picture of the collected data.
Charts helped to communicate the data effortlessly without consuming much time. It is done with more
care and well planned before representing the data into pictorial form.

 Report Presentation
Analysis and evaluation of data transform the raw data collected during the survey into RELIANCE
RETAIL store. This has communicated in attractive and effective information. Report is planned and also
important to the information required. It is clearly represented, and productively illustrated with
tables ,diagrams etc.

 Research process

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Research work is done through survey reports i.e. through questionnaire. I have made a survey by visiting
RELIANCE RETAIL store and talking to customers and gathering their opinion towards RELIANCE
RETAIL product/services.

2.5 SCOPE OF THE STUDY

 Scope of the study

The scope of the study is limited to marketing activity of RELIANCE RETAIL . It will give an in depth
theoretical and practical knowledge about the marketing aspects and the strategies used to introduce
product/services of RELIANCE RETAIL according to their customer choice & satisfaction .People now
are becoming more advanced in terms f their health and they value for their money. They want profitable
benefits out of their investment. So there is a need to know the company effort towards satisfying the
customer about their product.

 Significance of the study:

It is important to study consumer behaviour to know consumers as individual or groups opt for, purchase,
or dispose products and services and to know their experience which satisfy their requirements. This helps
organisation to investigate and understand the behaviour of the consumers so that they can position their
products to specific group of people or targeted individuals to increase their growth and stand out into
the market .So the scope of the study is limited to marketing activity of RELIANCE RETAIL . It will give

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an in depth theoretical and practical knowledge about the marketing aspects and the strategies used to
introduce product/services of RELIANCE RETAIL , according to their customer choice & satisfaction.

It is important to understand buying behaviour of the customers.

To create and retain more customers and satisfy their needs.
To understand the factor influencing consumer’s buying behaviour.
To understand the consumer’s decision to for not using or disposing the product or services.

 Aim of the Study

The assigned task was to conduct a survey for a well reputed organisation i.e. RELIANCE RETAIL .
Research is concerned with the systematic and objective collection, analysis and evaluation of information
about specific aspects in order to help department to make effective decisions. The data which is collected
will help the organisation to know the customer requirement, needs and satisfaction. So that organisation
can bring more effective product/services for the customer.

LIMITATIONS:

1) No advertisement is done by C&C.

2) RELIANCE RETAIL using non local managers in their international branches, thus the management
does not understand the culture.

3) Cards to be only used by the customers or the authorised person. When they are busy, another
member of staff in small shops is not allowed to use the card which may result in the small business
buying from elsewhere.

4) RELIANCE RETAIL does not provide delivery service.

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CHAPTER :03

DISCUSSION OR WORK DESCRIPTION

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3.1 : ANALYSIS

External and Internal Analysis:

Key success factors:

10 RELIANCE RETAIL principles

The success of the company is based on the following principles:

• Focus on professional customers
• One-stop shopping
• Efficient store concept designed for professional needs
• Advanced customer service.
• Enhanced customers’ competitiveness
• Excellence in supply chain and quality management
• Strengthening of local suppliers
• Development of national infrastructures
• Career opportunities
• internationally transferable concept.

3.2 Competitive analysis:

There is one major competitor in Pakistan’s whole sale industry and that is Makro.
•Both use News papers, internet, pamphlets and book lets because it contains detailed
introduction about the business and its products.
•Both RELIANCE RETAIL and Makro are in a wholesale business
•Both Spent not much on Marketing campaigns
•RELIANCE RETAIL believes in the concept of in source while Makro outsources its food production
•They both have teams for customer service

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•RELIANCE RETAIL has trained staff while Makro has just hired sales person
•RELIANCE RETAIL has proper shelf placement of products whereas Makro does not
•RELIANCE RETAIL follows the same layout all over the world and Makro does not
•RELIANCE RETAIL places its inventory in its store and warehouse, while Makro places inventory only
in store it does not has any warehouse
•RELIANCE RETAIL hire logistics for transportation.

Source: website

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l , SM/ASM/DM MANJUNATH EC NO 60417059 Certify that I have carried

Out of the following checks today MANJUNATH_as under

A. SAFE CASH :- (I have checked total cash sale including float correct format is maintained correctly)

B.DR/CR: - I have tallied slips with total card sale vs. EOD batch Settlement

C. Credit Note :- ( Store and HD both) I have checked customer / HD return process against RPOS

Report Return slips, CN & Physically returned item.

D. JIO MART EOD CASH :- (I have checked total cash deposited by grab rider is matching with system
vs physical And Grab EOD cash Settlement Done in Portal)

E. PIS REPORT :- ( I have tallied previous day PIS Report vs physical and cash found correct / SDP
payment have also been correctly accounted for and A written record is been maintained for HOTO at the
store )

F. GRAB UPI TRANSACTION (JIO Mart HD):- I have checked all UPI Payment and Detailed has
been shared with commercial.

# RPOS SALE CASH _78395 GRAB SUBM CASH_ TOTAL CASH 78395

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3.4 Same Product - New Market (Market Development ):

This is a more risky approach as it involves Well Data being able to clearly identify a new market
segment in which to operate. Given the difficulty in identifying a clear segment in which they
already operate, the danger is that the chosen segment is hard to define, hard to identify and hard to
quantify.

In addition Well Data have no "Brand" name outside their existing area of operation and in this aspect
would face the same barriers to entry outlined in Porter's analysis above.

New Product - Same Market (Product Development):

For Well Data this lies between Market Penetration and Market Development in terms of Risk.
They are already established in their own market place and have a good reputation amongst their
existing customers. An area of relatively simple product development is the move to desktop
support.

This is a function that Well Data already carry out for some existing customer and which lies within
their functional capabilities. They can simply offer the extended service to existing customers as an
upgrade to the current services.

New product - New Market (Diversification): This is a high risk approach and is not one that would be
simple to bring about in Metro. The move away from current skill sets and current markets would place
a burden on RELIANCE RETAIL that they are unlikely to want or be able to afford.

3.5 Management Process

Analysis/Audit - where are we now?

Currently RELIANCE RETAIL is a problem . They have a small market share in a growth market.
In order to develop they need to increase sales and revenue and their customers. Their sales revenue
is quite good. And their desire is to be a leading player in the market place. To achieve this goal they

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have to focus their activities in those areas where their strengths (technical expertise and a low cost
base) can be brought to bear.

Product Strategy:
For RELIANCE RETAIL the market penetration and Product development are the two key
directions. Product quality is maintained and additional features and support services may be added.
Product branding and quality level is established and intellectual property protection such as patents and
trademarks are obtained.

Generic Strategy:
RELIANCE RETAIL transitioning from a focussed/differentiation strategy to one of cost
leadership/ differentiation without a price premium. In Bowman's terms this would be a hybrid
strategy. Such a strategy is designed to attract market share.

Pricing Strategy:
Pricing strategies need to be rethought in order to counter the tactical threat . RELIANCE RETAIL at
low penetration pricing to build market share rapidly of high skimming pricing to cover
development costs.

3.6 The 4 P's:

PRODUCT-
Is the product the right product?
Do RELIANCE RETAIL have the portfolio of products that they need?
The existing set of products (services) is focussed around the wholesaler's market. And each store is
customized to address. Â needs of professional customers. RELIANCE RETAIL offer a wholesale price
that leaves the customer room for healthy margins and provide a one-stop-shop for the customer.

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In the food range, freshness is Metro's first priority. This is guaranteed by the efficient supply- chain
and quality control management RELIANCE RETAIL have in-place .In non-food, RELIANCE
RETAIL offer only products that are up-to-date in terms of technology and design, and meet all safety
standards.

PLACE-
Place ensures that the product is available at the right time, right place and in an effective and
efficient manner. For RELIANCE RETAIL Place decisions are important due to two aspects. First,
they require long term commitments in buildings and facilities, which means that mistakes can be
difficult to correct. Second, these decisions require large financial investments and can have a large
impact on operating costs and revenues. Poor location can result in high transportation costs,
insufficient supplies of raw materials and labour, loss of competitive advantage and financial loss.

PRICE-
RELIANCE RETAIL follows the pricing strategy of Mark up Pricing along with Competitor base
Pricing. Mark Up pricing strategy in such a way that they charge 3% profit on each item.
The prices are displayed inclusive and exclusive of taxes to facilitate and to create awareness among
RETAIL ers and professionals that they can get the tax credit on the resale of the items which are
purchased from RELIANCE RETAIL .
RELIANCE RETAIL is also following the Competitor base pricing because it is not working in lonely
system and its products are not unique so it has not only to follow the prices which are being charged by
the competitors but try to charge lower prices as compared to competitors.

PROMOTION-
RELIANCE RETAIL promotes its product not intensive marketing campaign because their customers
are just retailers and professionals so they just opt that media sources which directly hit target market.

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3.7 They are promoting by the following ways

Billboards : RELIANCE RETAIL place billboards at the outside of the store.

Newspaper : RELIANCE RETAIL advertised in newspaper such as Jang and The Nation to create
awareness.
Catalogues : RELIANCE RETAIL provides products and new offers catalogue not only at the stores
but also mail it to the customers and members.
Personal selling : RELIANCE RETAIL has staffs who visit restaurants and professionals to convince
them and create interest to purchase products for the use of their business.

Source : Secondary data : website

3.8 Factors that contribute to the rapid growth of sales promotion :

Internal Factors:
Promotion is now more accepted by top management as an effective sales tool; more product
managers are under great pressure to increase current sales.

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External Factors:
The number of brands as increased; competitors use promotions frequently, many brands are seen as
similar: consumers are more price-oriented; the trade has demanded more deals from
manufactures; and advertising efficiency has declined because of raising costs, media clutter and legal
restraints.

1) Communication: They gain attention and usually provide information that may lead the
consumer to the product.

2) Incentive: They incorporate some concession, inducement or contribution that gives value to the
consumer. Incentive-type promotions are given to attract new tiers, to reward loyal customers and to
increase the repurchase rates of occasional users.

3) Invitation: They include a distinct invitation to engage in the transaction now. Companies use sales
promotion tools to draw a stronger and quicker buyer response. Sales promotion can be
used for short- run effects such as to dramatize product offers and boost sagging sales.

Major decisions in sales promotion:

In using sales promotion the following decisions are to be taken:

 Establish objectives
 Select the sales promotion tools
 Develop the program
 Pre-test the program
 Implement and control the program
 Evaluate the results

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Source : Secondary data :website

The Indian RETAIL industry has emerged as one of the most dynamic and growing fast due to several new
player enter into the industry .Total consumption expenditure is expected to reach nearly US$ 3,600 billion
by 2020 from US$ 1,824 billion in 2017. The organized RETAIL market has a share of 8% as per 2012.
While India presents a large market opportunity given the number and increasing purchasing power of
consumers, there are significant challenges as well given that over 90% of trade is conducted through
independent local stores.

Challenges include: Geographically dispersed population, small ticket sizes, complex distribution network,
little use of IT systems, limitations of mass media and existence of counterfeit goods. India is one of the
fastest growing RETAIL markets in the world, with 1.2 billion people. As of 2003, India's retailing industry
was essentially owner manned small shops. In 2010, larger format convenience stores and supermarkets
accounted for about 4 percent of the industry, and these were present only in large urban centers. Indian
government continues the hold on RETAIL reforms for multi brand stores. In June 2012, IKEA announced
it had applied for permission to invest $1.9 billion in India and set up 25 RETAIL stores. customer
perception and its associate contribution to the customers satisfaction has been given in a brief form.

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Perception is a process by which an individual select, organize and Interpret stimuli in a meaningful picture
of the world. Also, we can describe as “how we see the world around us”.

Perception is the process of selecting, organizing and interpreting or attaching meaning to events happening
in environment. Perception is one of the objects studied by the science of consumer behaviour. Analyzing
the work of scientists studying the consumer behaviour, it is possible to make a conclusion that perception
is presented as one of personal factors, determining consumer behaviour. In today’s digital age, virtually
everything is a Google search away. This makes your goods and services easier to find, but the trade off is
that your competition is easier to find as well.

That means it’s easier for unhappy or unsatisfied customers to leave. Consumers want good quality, but
they also want to know they are getting good value. That value isn’t just judged by the product or service
they are purchasing, but by the availability and usability of the customer service that supports it. It’s just
not enough anymore to have brand recognition, consumers want to feel good about a brand and company.
They want to do business with civic-minded corporations with positive world views. When consumers’
perceptions are good, they will continue purchasing goods from this company.

These customers also will avoid spreading disappointing experiences to others Consumer perceptions are
based on feelings. A customer perception measurement is an important tool used by companies that
expresses how well the companies are satisfying customers. Create a survey to give customers. The only
way to measure and increase customer's positive perceptions of your company is to 3 International E
Conference on Adapting to the New Business Normal – The way ahead December 3-4, 2020 Mysuru, India
ISBN: 978-93-83302-47-5 ask customer's how they feel about your company. By creating a survey, you are
able to get information directly from the customer.

Review of Literature: Chanaka Jayawardhena and Andrew M. Farrell (2009) conducted a research, the
purpose of which was to test conceptual model of the effects of customer and service orientation
behaviours of individual RETAIL employees on individual customers’ perceptions of service encounter
quality, service quality, value, satisfaction, and behavioural intentions. The sample (n = 271) was customers
of a supermarket in Central India, and they completed questionnaires following mall intercept.

To test the hypothesis, the structural equation modeling using LISREL 8.7 was employed. The findings
were:1) Service and customer orientation behaviours are positively related to service encounter quality and
service quality; 2) Service encounter quality is positively related to service quality and customer
satisfaction. William & Prabakar (2012) concluded that “The customer perception of RETAIL service
quality is an important segment to the emerging and the existing RETAIL in the market as the study reveals

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that perception of service quality influenced by the various nature with various customers even some of the
general factors like Personal interaction, physical aspects are the dimensions on of the customer perception
remains constant and common to all the customer on a majority basis so the RETAIL outlets have to frame
their own strategies In order to attract the customers on a longer basis” the sample is used 400 .research
methodology is the descriptive method. (Dholakia, 2014)This paper inspects the influence of consumer’s
characteristics on the perception of shopping benefits which are associated with electronic and physical
shopping. The empirical study finds the two shopping formats to be clearly different from each other in
terms of perceived shopping benefits as found from a mail survey of upscale American households.

The data supports the influence of individual characteristics (such as age, household income and family
composition) as well as past behaviours on the shopping benefits associated with the two modes of
shopping. Rajaguru and Matanda (2006) examined ‘Consumer Perception’ and observed that except
product price, other store and product attributes have positive effects on customer perception. Further
research is needed to identify RETAIL managers focus on product quality, store convenience as well as
assure quality and availability of new products in order to enhance customer loyalty and also to compare
consumers using various RETAIL formats and consumers‟ perception of product and store attributes on
RETAIL formats keeping in view demographic correlates major Findings are.

1) Service quality is positively related to value perceptions and 4 International E Conference on Adapting
to the New Business Normal – The way ahead December 3-4, 2020 Mysuru, India ISBN: 978-93-83302-
47-5 customer satisfaction; and

2) Customer perception .Structure of the research methodology: Research design – Descriptive and sample
size is 200. Finlay (2007) in their study examined the underlying perceptions of consumers towards store
and shopping outlets and found price and location as two critical factors influencing store outlet choice.

She indicated that consumers are rarely prepared to change their shopping patterns to access alternative
outlets for electronics purchases being habitual nature, time constraint and low cognitive processing
characteristic. Further research is needed to consider different demographic groupings in different localities
in order to better understand the impact of limited choice in an area. Major findings I s The Indian urban
landscape comprises of 66 million households as per Indian Census 2001. Further analysis of the census
data indicates that 29% of the urban households live in metros followed by towns with less than 1 lakh
population and sample were used is the 250. Structure of the research methodology: Research design -
Descriptive Prof. Arati. Biradar (2018) Analyze of Customer Perception has become a very important
component in giving outstanding customer service.

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By increasing popularity of customer relationship management can companies are now placing more
importance on customer perception and their relationship with customers. Many of the manufactures are
adjusting flexible strategies to attract customers from various classes. Structure of the research
methodology: Research design – Descriptive and sample size is 100.Major Findings from the survey are
that it was found that maximum customers are visit occasionally. 2 Most of the respondents purchase
products from Reliance Digital, because of product Variety, better quality and various brands available at
store. 3. According to the respondents the best part of Reliance Digital is availability of products. Krishnan
Ramasamy (2013) the research also tried to identify the impact of various factors on customer satisfaction
in selected consumer durable white goods. They found some independent variables were overall quality;
usage experience, pre sales, after sales service, sales person’s behaviour, repair, reliability, customer service
and product compatibility. These variables were found statistically significant and had positive impact on
customer satisfaction and worthiness, responsiveness, warranty, loyalty programs; competitive prices were
the factors that had negative impact on customer satisfaction.

RELIANCE RETAIL had a relative market share of about six percent in financial year 2020 in India. An
exponential decrease in the market share was seen over the years from financial year 2017. The
international company opened its first market in 2003 and it has over 28 wholesale distribution centers in
the country.

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Relative market share of RELIANCE RETAIL India from financial year 2017 to 2020

Source : website

 Region

India
 Survey time period

FY 2017 to FY 2020
 Supplementary notes

India's financial year begins in April and ends in March. For example, FY 2018 started in April 2017 and
ended in March 2018.

 Citation formats

Citation formats View options

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OTHER STATISTICS ON THE TOPIC

+
 FOOD & BEVERAGE

Sales revenue of Italian supermarket chain Retail 2013-2022

+
 FOOD & BEVERAGE

Retail stores in Italy by region 2022

 FOOD & BEVERAGE

Number of Conad stores in 2022, by brand

 FOOD & BEVERAGE

Number of supermarkets in Italy 2021, by region

3.9 The most important statistics :

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 Relative market share of Walmart India FY 2017-2020
 Net revenue of the Ax food Group in Sweden 2012-2021
 Food and beverages wholesale sales revenue in Japan 2013-2022
 Sales of food, beverage and tobacco wholesalers in Canada 2012-2023
 Net sales of SpartanNash worldwide from 2016 to 2022, by segment
 Net sales of SpartanNash worldwide from 2016 to 2022
 Net revenue of the Ax food Group in Sweden 2021, by operating segment
 RELIANCE RETAIL Group: selling space worldwide 2017/2018 to 2021/2022
 RELIANCE RETAIL Group: number of employees globally 2022, by division
 Industry revenue of “non-specialised wholesale of food, beverages, tobacco“ in Germany 2012-
2025

 RELIANCE RETAIL SALES RECORD SOLID GROWTH IN 2016-17

Bangalore, 22nd January 2018 – The new RELIANCE RETAIL has successfully completed its first
financial year as a focused wholesale and food specialist. Following the demerger of the former
RELIANCE RETAIL GROUP, the new RELIANCE RETAIL achieved a sustainable sales growth and a
stable EBIT development in financial year 2016/17. Its wholesale division represented by RELIANCE
RETAIL operating in 25 countries worldwide, as well as the delivery business, has recorded a sales growth
of 3% to reach 29.9 billion EUR in the reporting financial year. Sales rose by 2.3% in local currency.
In 2016-17, RELIANCE RETAIL India posted a sale of 798 million EUR, a growth of 16% over the
previous year.

Speaking about the key highlights of the last fiscal, Speaking about the key highlights of the last fiscal, Mr.
Arvind Mediratta, MD & CEO, RELIANCE RETAIL Wholesale (India) said, “In line with our
commitment of being ‘Champion for Independent Businesses’, we continued our expansion by opening
two new stores in Hyderabad and Ahmedabad. Financial year 2016-17 was a strategically important year
for us as we launched OPD (order, payment, delivery) last year for traders and Kiranas to facilitate online
order placement and door-step delivery. We are building a distinctive value-proposition for the HoReCa
(Hotels, Restaurants and Caterers) segment by leveraging our global expertise and are strengthening this
category with innovations supported by constant learnings. The success of the kiranas and small traders is
eventually our success as we are helping them modernize their operations, automate inventory management
and billing, to take their business to the next level.

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India is a key growth market for us and we are focused on achieving profitable sustainable growth. We are
committed towards increasing our presence and supporting independent businesses across regions.”

RELIANCE RETAIL India currently has 24 Distribution Centers (stores); six stores in Bangalore, four in
Hyderabad, two each in Mumbai and Delhi, and one each in Kolkata, Jaipur, Jalandhar, Zirakpur, Amritsar,
Vijayawada, Ahmedabad, Surat, Indore and Lucknow.

Indian Retailing: Indian retailing is a rapidly growing industry, amounting to nearly 10% of the overall
GDP. It has a potential market of nearly a trillion dollars. The point really is on the share of unorganized
sector in Indian reatailing, nearly 90% of the market. Nevertheless, the trend is shifting more towards the
‘Organized RETAIL ’ and ‘E-commerce’. The modern retailing is expected to grow at a CAGR of 20%
and the traditional reteiling at 10% per annum in the coming years[1]. The e-commerce is set to grow at an
even faster rate. Therefore, the potential for players like Reliance RETAIL , which spreads its wings
through most of the consumer space, is huge. Furthermore, with the organized sector expanding into rural
areas, the opportunities are huge. With the changing aspirations and preferences, consumers are moving
towards the modern RETAIL shops, in turn prioritizing quality. Reliance RETAIL : The Mukesh Ambani
led ‘Reliance RETAIL ’ is the largest RETAIL er in India with a pan-India presence. There are 10,644
stores across 6700 towns and cities in India. Reliance RETAIL is looking to expand to tier-3 and tier-4
markets. Reliance RETAIL has adopted a multi-prong strategy and operates a chain of neighbour hood
stores, supermarkets, wholesale stores, specialty stores, and online stores and has democratized access to a
variety of products and services across diverse segments for Indian consumers. It has started its operations
in 2006 and branched into various divisions of the consumer space

● Reliance Trends : Clothing

● Reliance Fresh : Food and Groceries

● Reliance Digital: Consumer Electronics (TV sets, mobiles, tablets, washing machine, etc.)

● Reliance Footprint: Footwear

● Reliance Market: A wholesale cash and carry store chains for supporting the local kirana shops.

● Reliance Jewels: Jewellery.

● AJIO: An e-commerce platform for clothing.

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● Reliance Mall : It houses all the divisions of RETAIL together. Fig.1 Fig.1 shows that there is no sector,
which has excessive contribution to the sales, which in turn leads to diversification amongst the different
sectors. It is to say ‘Reliance RETAIL ’ is focusing on most of the needs of consumers, be it in modern
RETAIL ing (Trends, Digital, Jewels and Footprint) or wholesale distribution. It is aiming at the ‘urban
family’ of India, the youngsters and even the unorganized sector (Reliance Market). For example, a modern
family gets its groceries from Fresh, washing machine from Digital, clothes from Trends and so on.

● The company has shown Revenue CAGR of 55% in the last 5 years.

● The company has shown EBITDA CAGR of 76% in the last 5 years FY19 Performance across the
Revenue Sharing across verticals Challenges-Peers: The retailing sector is very competitive in nature and
with almost no-barriers of entry to setup shops. Not only does Reliance RETAIL face fierce competition
from domestic RETAIL ers like Future Group, Pantaloons, Avenue Supermarts , and Spencer’s RETAIL ,
but also from the likes of Wal-Mart, the biggest RETAIL er on the planet. Another challenge retailers are
facing is the e-commerce platforms, with digitization growing so rapidly, platforms like ‘Big Basket’,
‘Grofers’ , ‘Myntra’, ‘Flipkart’ and ‘Amazon’ are increasing their sales quite rapidly. However, Reliance
RETAIL has started AJIO, an e-commerce platform, for clothing to establish itself, even in the e-commerce
sector. Reliance RETAIL dwarfs any other RETAIL er in store count. Fig.3. Reliance RETAIL proved to
be one of the most efficient retailers with maximum ‘RSF’, while operating the highest number of stores in
the country Financials of Reliance RETAIL ( in crs ) Valuation of Reliance RETAIL : (i) Mcap = 2.93
Lakh Crore( at CMP of 600). (ii) EV = 2.96 Lakh Crore (iii) EBITDA = 6201 Cr ( Based on FY19
Financials) (iv) EV/EBITDA= 47 (v) Mcap/Revenue= 2.25 Peer Comparison Avenue Super-Mart is the
listed peer which we have taken for comparison. The financials of the Avenue Super-mart is shown below.
(fig in Crs) Valuation of Avenue Supermart ( Dmart) (i) Mcap = 91552 Crore( at CMP of 1476). (ii) EV =
91762 Crore (iii) EBITDA = 1682 Cr ( Based on FY19 Financials) (iv) EV/EBITDA= 54.56 (v)
Mcap/Revenue = 4.56 UnlistedZone View on Peer Valuation (i) The Reliance RETAIL at Current Market
Price of 600 is currently Undervalued as compared to Avenue Supermart. If you give Mcap/Revenue of 2.5
for FY18-19 financials to Reliance RETAIL then Fair value would be ~652. (ii) In the Q1FY20, the
company has clocked a Revenue of 38000 Cr. If you annualized it then we can say that Revenue for FY19-
20 will easily surpass 1,50,000 Cr. If you give Mcap/Revenue of 2.5 for FY19-20 Financials then Fair
Value of Reliance RETAIL would be 750.

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3.10 International operations of RELIANCE RETAIL

In 2016/17, RELIANCE RETAIL opened 13 new stores around the world and operates 759 wholesale
stores in 25 countries with about 108,000 employees. Throughout the financial year, RELIANCE RETAIL
has strengthened its consistent focus on the needs and success of the professional customers.

With the like-for-like sales up by 0.9% in 2016/17, the company has now maintained the consecutive
quarterly like-for-like sales growth for the past 4 years. Moreover, all three business model clusters,
Horeca, Trader and Multi-specialist, have posted sales increase in 2016/17.

The delivery business has developed particularly well and expanded its sales by more than 25% compared
to the previous year to more than 4.6 billion EUR, accounting for 15.6% of overall sales. The EBIT before
special items for RELIANCE RETAIL amounted to 1,114 million EUR, an increase of 66 million EUR
from the previous year.

Its holding company RELIANCE RETAIL AG posts reported sales increase by 1.6% to 37.1 billion EUR
for 2016/17 (2015/16: 36.5 billion EUR). The EBIT before special items has reached the previous year’s
level at 1,106 million EUR (2015/16: 1,106 million EUR). “Financial year 2016/17 was a transition year.
It was among the most eventful and strategically important years in the history of METRO. With the stock
exchange listing of the new METRO, we created the foundation to deliver even more focus, innovation and
growth.

This ultimately also improves our operative earning power,” Olaf Koch, Chairman of the Management
Board of RELIANCE RETAIL AG, explained. “Our declared goal is to make our customers more
successful and help them make their everyday work easier. We believe that digitisation offers huge
opportunities, especially in the hospitality sector.
The vast majority of restaurateurs has not yet caught on to using digital solutions. We want to change this
and are now launching our digital solutions and services internationally.”

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RELIANCE RETAIL operates in 25 countries over 750 wholesale markets with about 108,000 employees
worldwide. In financial year 2016/17 it generated sales of about €30 billion. RELIANCE RETAIL is the
wholesale division of METRO, a leading international specialist in wholesale and food RETAIL . The
company RELIANCE RETAIL operates in 35 countries and employs more than 150,000 people
worldwide.

In financial year 2016/17, RELIANCE RETAIL generated sales of around €37 billion. The company
provides custom solutions to meet the regional and international needs of its wholesale and RETAIL
customers.

RELIANCE RETAIL entered the Indian market in 2003. The company currently operates twenty-four
wholesale distribution centers including six in Bangalore, four in Hyderabad, two each in Mumbai and
Delhi, and one each in Kolkata, Jaipur, Jalandhar, Zirakpur, Amritsar, Vijayawada, Ahmedabad, Surat,
Indore and Lucknow.

Indian RETAIL sector is a market of Rs 60 lakh crore with food and grocery constituting 60 percent of it.
Organized RETAIL is expected to be 12 percent of the entire RETAIL segment.
RELIANCE RETAIL AG entered the Indian market in 2003. It operates six stores in Bengaluru, four in
Hyderabad, two each in Mumbai and Delhi, and one each in Kolkata, Jaipur, Jalandhar, Zirakpur, Amritsar,
Ahmedabad, Surat, Indore, Lucknow, Meerut, Nasik, Ghaziabad, Tumakuru, Vijayawada, Visakhapatnam,
Guntur and Hubballi. It is a leading international specialist in wholesale and food RETAIL in 34 countries.
It currently operates 31 wholesale distribution centres across the country, serving business customers only,
according to its website. Its sells products such as fruits and vegetables, general groceries, electronics,
household goods and apparel to clients like hotels and restaurants as well as offices and companies, small
Retailers and Kirana stores.
RELIANCE RETAIL India operates these large format stores across 21 cities with about 3,500 employees.
The multi-channel B2B wholesaler has a reach of over 3 million B2B customers in India, of which 1
million are frequent buyers, through its store network and eB2B app.
Reliance RETAIL , the oil-to-telecom conglomerate's RETAIL arm, is ranked 56th amongst the top global
retailers with USD 18 billion in revenues. It is the world's second-fastest-growing RETAIL company
behind only South Korea's Coupang. Reliance already has a 20 per cent market share in the organized food
and grocery business, with a store count nearly triple that of its nearest competitor 'More' in the segment.

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CONCLUSION:

This report is mainly concerned with the strategic marketing for RELIANCE RETAIL , the departmental
chain business. In this report I have discussed that on what grounds the RELIANCE RETAIL has divided
its market into different segments, how they present the product in the mind of the customers. I have
surveyed the market and identify the factors which are affecting the output of the Company. And after this
process we select the RETAIL ers as customers of RELIANCE RETAIL store.

Moreover, this report shows the competitive advantage of RELIANCE RETAIL and we check it out
whether this advantage is actually working efficiently. Analysis of external PEST analysis and Porter’s five
forces model and focused internal environmental audit is included in this report.

Detailed discussion about the marketing plan and the factors of that like (Product, Price, Place, Promotion,
part of our report.)

RELIANCE RETAIL is a reliable partner for more than 20 million professional customers
worldwide. It gives them a clear competitive advantage in their own markets. Professionals can purchase
everything they need to run their business: A restaurant owner, for example, can buy food like
fish or vegetables as well as kitchen equipment and office supplies. RELIANCE RETAIL offers an
exceptionally wide range of high-quality products under one roof. Depending on the size and
type of wholesale center , the assortment includes up to 20,000items in the food range and
30,000 items in the nOn food sector. As the name implies, RELIANCE RETAIL customers
select their own items and take them with them to their restaurants and s h o p s .

Wi t h t h i s u n i q u e b u s i n e s s - t o - b u s i n e s s c o n c e p t , t h e c o m p a n y h a s g r o w n t o b e c o m e
a leading international player in self-service wholesale With the consumer spending that is prevalent in the
economy, due to various reasons, ‘Reliance RETAIL ’ is bound to grow. It has established a brand image in
the minds of consumers, the modern Indian family, the youngsters and the local shops as well. However,
competition is intense, be it from players like Amazon, Wal-Mart or D-Mart. Reliance RETAIL has to stay
ahead of its peers in order to grow and maintain a competitive advantage. Finally, with its expansion into
mid 7 and low tier cities, it has tremendous opportunity to capitalize the growth of consumerism in those
markets. The differentiators, we hope ‘Reliance RETAIL ’ will sustain in the coming decades, are its reach,
exclusivity, reputation, and value proposition for everyone.

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CHAPTER : 04

LEARNING OUTCOMES

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4.1 FINDINGS:

In asset management, findings typically refer to the insights, observations, or conclusions drawn from
an analysis of assets and their management. These findings are critical for making informed decisions
and optimizing asset performance. Here are some common findings in the context of asset
management:

1. Asset Allocation:

Finding the optimal allocation of assets within a portfolio to achieve a balance between risk and return.

2. Diversification:

Discovering whether the asset portfolio is sufficiently diversified across different asset classes, such as
stocks, bonds, real estate, and alternatives.

3. Risk Assessment:

Identifying the level of risk associated with each asset and the overall portfolio, including market risk,
credit risk, and liquidity risk.

4. Performance Analysis:

Evaluating the historical and current performance of assets, comparing them to benchmarks, and
identifying top-performing or underperforming assets.

5. Cost Analysis:

Determining the costs associated with asset management, including management fees, transaction costs,
and taxes.

6. Asset Valuation:

Assessing the current and potential future value of assets, which can impact investment decisions and
financial planning.

7.Asset Lifecycle Management:

Recognizing the stage in the lifecycle of assets and planning for maintenance, upgrades or disposal.

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4.2 Importance :

1. Environmental, Social, and Governance (ESG) Compliance:

Assessing how well assets align with ESG criteria and ethical standards.

2. Income and Cash Flow:

Analysing the income generated by assets and their impact on cash flow.

3. Tax Efficiency:
Identifying tax implications and opportunities related to asset management and optimizing tax
efficiency.

4. Liquidity Management:
Evaluating the liquidity of assets and ensuring there are sufficient liquid assets to meet short-term
financial needs.

5. Asset Security:
Ensuring that assets are adequately protected and secure from risks such as theft, fraud, or
cyberattacks.

6. Regulatory Compliance:
Identifying and complying with legal and regulatory requirements relevant to asset management.

7. Market Trends:
Keeping track of market trends and external factors that may impact asset values and strategies.

8. Client Goals and Objectives:

Aligning asset management strategies with the specific financial goals and objectives of clients or
stakeholders.

9. Economic Conditions:
Assessing the influence of economic conditions and macroeconomic factors on asset performance.

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17. Asset Documentation and Records:

Ensuring that asset-related documentation, records, and contracts are accurate and up to date.

18.Sustainability and Ethical Considerations:

Evaluating the environmental and ethical implications of asset holdings and considering
sustainable investment options.These findings play a crucial role in guiding asset managers, investors,
and organizations in their decision-making processes. They provide valuable insights into the status and
performance of assets, enabling strategies for effective asset management and financial planning.

4.3 Impact of Brand Endorsement on promotion :

Research on image built through endorsement of celebrities show that there are three aspects that
influence a consumer’s attitude of a brand.

These are:
 Attractiveness
 Trustworthiness
 Expertise

Examples of how some celebrities in India have been use in advertising in India have been used in
advertising to enhance brand image are listed below.
A film actress like Madurai Dixit is a credible source of information for soap. Khaitan, the owner of the
brand himself assures 100% reliability of the brand in the advertisement thus making the information
dependable. The Uprightness of Season makes him credible when he recommends a frozen vegetable
brand claiming that if you are a vegetarian you need not be “soft.” Nanina Bolsover, well-known
beautician can credibly advertise for sun silk and Tendulkar for Rocker.

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4.3 Why RELIANCE RETAIL India Private Limited is a Great Place To Work

RELIANCE RETAIL India Private Limited is a Great Place to Work-Certified™ organization. The
company has created a Great Place to Work FOR ALL their employees by excelling on the 5 dimensions of
a High-Trust, High-Performance Culture™ – Credibility, Respect, Fairness, Pride and
Camaraderie. Every year, Great Place to Work® identifies India's 100 Best Companies to Work For (with
employee strength more than 500) through an objective and rigorous workplace culture assessment process.

RELIANCE RETAIL is a leading international specialist in wholesale and food RETAIL which operates in
34 countries and employs more than 97,000 people worldwide. In financial year 2019/20, RELIANCE
RETAIL generated sales of €25.6 billion. RELIANCE RETAIL is the wholesale division of METRO.

The company provides custom solutions to meet the regional and international needs of its wholesale and
RETAIL customers. RELIANCE RETAIL India believes in the enablement of all its stakeholders-

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employees, customers and suppliers. Exhaustive training and development programs for all levels promote
professional growth.

Regular appreciation and recognition keep employee morale high. The organization's efforts at supporting
farmers and small suppliers are commendable. Employees have appreciated the support extended during
the Covid pandemic.

 Some of the Best People Practices and Initiatives at RELIANCE RETAIL India Private
Limited include -

The RELIANCE RETAIL Bandhan Super Trader programme: This programme grooms kirana traders
to understand the changing market. Kirana traders believe that high commodity pricing is driving the
destruction of their traditional customer base. But consumer research indicates that lack of hygienic
conditions, insufficient product range and poor control on expiry date could be pushing customers away
from kirana stores. To combat this, the RELIANCE RETAIL Bandhan Super Trader programme helps
traders improve their store assortment, hygiene, planning, infrastructure and promotion.

 Talent Management at MSPARK and MSTEP for the store staff:

MSPARK – RELIANCE RETAIL Specialized Program for Accelerated C(K)areer & MSTEP –
RELIANCE RETAIL Supervisory Talent Enhancement Program is a career advancement program for
Associates/Supervisors in our stores.

The objective of this program is to create a talent pool (trained employees) to support the expansion of
RELIANCE RETAIL Cash Carry India Pvt Ltd, make MCCI Employer of Choice, Enhance growth
opportunities for employees, provide aspirants a rewarding career path in RELIANCE RETAIL
operations as against a mere job opportunity, address the growing gap between demand and supply of
trained manpower by branding and showcasing a career in METRO, and ensuring threshold skillsets for
frontline operations in minimum lead time. 100% attendance & No disciplinary initiated are the two
main criteria for qualifiers

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4.4 PROCESS

 Step 1:
Submit your documents at a RELIANCE RETAIL outlet

 Step 2:
Register your business

 Step 3:
Get your RELIANCE RETAIL Card

Once you’ve created your account, you can register your business and apply for a RELIANCE RETAIL
Card anytime. You will then receive your RELIANCE RETAIL Card digitally.

 DOCUMENTS NEEDED TO REGISTER YOUR BUSINESS

You can submit any of the following documents, along with your KYC (Voter ID, Driver’s License etc.), to
register your business with METRO

 GST license

 Weights & Scale License

 Shops & Establishments License

 Municipality License

 Service Tax/Professional Tax License Or any other valid business license issued the Government to
do business, subject to verification/confirmation by METRO

 Government Department Registrations

4.5 : SUGESSITIONS:

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Effective asset management is essential for individuals and organizations to maximize the value and
performance of their assets. Here are some suggestions for successful asset management:

1. Define Clear Objectives:

Start by setting clear, well-defined objectives for your asset management. What are your
financial goals, risk tolerance, and investment horizon. Understanding your objectives will
guide your asset allocation and strategy.

2. Asset Allocation:
Diversify your investments across various asset classes, such as stocks, bonds, real estate, and
alternatives. The right asset allocation can help manage risk and optimize returns.

3. Regularly Review and Rebalance:

Periodically review your asset allocation and rebalance your portfolio to ensure it aligns with
your goals. Changes in the market or your financial situation may
necessitate adjustments.

4. Risk Management:
Assess the risk associated with your assets and take steps to manage it. Diversification, asset
selection, and the use of risk management tools like stop-loss orders can help mitigate risk.

5. Cost Management:
Minimize unnecessary costs associated with asset management, such as management fees and
taxes. Consider low-cost investment options and tax-efficient strategies.

6.Income and Cash Flow:

Focus on generating income from your assets, especially if you rely on them for financial
support. Dividends, interest, and rental income can provide a steady cash flow.

6. Tax Efficiency:
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Understand the tax implications of your asset management decisions. Optimize your portfolio
for tax efficiency by using tax-advantaged accounts and strategies.

7. Asset Valuation:
Regularly assess the value of your assets. This is particularly important for assets like real
estate, which may require periodic appraisals.

8. Liquidity Management:
Maintain a balance between liquid assets and illiquid investments. Ensure you have sufficient
liquidity to cover short-term financial needs.

9. Asset Security:
Protect your assets from potential risks, including theft, fraud, and cyber
attacks. Implement security measures and insurance as necessary.

10. Regulatory Compliance:

Stay informed about and comply with relevant laws and regulations that pertain to your asset
management activities.

11. Environmental and Ethical Considerations:

Consider the environmental, social, and ethical implications of your investments. Sustainable
and socially responsible investments are becoming increasingly important.

12. Market Awareness:

Keep a close eye on market trends, economic conditions, and geopolitical events that may affect
your assets.

13. Documentation and Records:

Maintain accurate and organized records of your assets, contracts, and financial transactions.

15.Professional Advice:

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Consider seeking advice from financial advisors or asset management professionals who can
provide expertise and guidance based on your unique circumstances.

16.Emergency Fund:

Maintain an emergency fund separate from your investments to cover unexpected expenses or
financial emergencies.

17.Review and Update Your Plan:

Regularly review your asset management plan and adjust it as needed based on changing
circumstances, market conditions, and personal goals. Effective asset management requires a
strategic and proactive approach. By following these suggestions and regularly monitoring your
assets, you can optimize their performance and work toward your financial goals.

 Definition of consumer behaviour and satisfaction and why it is important for

organisation(RELIANCE RETAIL ):

Consumer behaviour is defined as the decision process and physical activity individuals hold in while
evaluating, acquiring, using or disposing of product and services .The definition of customer behaviour and
satisfaction has been discussed as organizations increasingly attempt to measure it for their growth.
Consumer Behaviour and Satisfaction can be experienced in a variety of situation and connected to both
goods and services. Satisfaction is based on the customer’s experience of both contact with the organisation
and personal outcomes. Some of the researchers define a satisfied customer within
the private sector as “one who receives significant added value” to his/her
bottom line.

Customer satisfaction differs from one to another depending on the situation and the product or service. A
customer may be satisfied with a product or service, a purchase decision, an experience, store, a
salesperson, service provider, or an attribute or any of these. Customer satisfaction is highly personal
assessment that is greatly influenced by individual expectations .Some definition is based on the
observation that customer behaviour and their satisfaction or dissatisfaction decides the confirmation or
disconfirmation of the product/services. To avoid difficulties of customer expectations and differences,
some expert advice companies to “concentrate on a goal that’s closely related to customer equity”.

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 RELIANCE RETAIL Focus on Consumer Behaviour and satisfaction?

Business monitor consumer behaviour and satisfaction in order to identify how to increase their customer
base, their loyalty, revenue, profit, market share and survival. Although greater profit is the primary
driver ,exemplary businesses focus on the customer and their experience with the organization. They work
for making their customer happy and satisfy to attain the profitable market. Customer satisfaction in
turn hinges on the quality and also effects of their experiences regarding the goods or services they receive.
Customer satisfaction depends on the product’s performance relative to a buyer’s expectation, the customer
to dissatisfied. If
Customer preference matches their expectations, indicates that customer is satisfied. If preference
is exceeding expectation, the customer is highly satisfied. The satisfied customers make repeat purchases
insurance products and tell other about their good experiences with the product .The main key is to match
customer expectations with company performance. Mainly organisation aim to delight customers by promising
only what they can deliver, then delivering more than the promise .Consumer make choices based on their
perception of the value and satisfaction that various products and services deliver.

Customer value is the difference between the values from expectations where from owning a product and
using it and the cost obtaining the product customers to the value of various marketing offers and buy
accordingly. Customer expectations are based on past buying experiences ,the opinion of friends
and marketer and competitor information and promises. Customer satisfaction with a purchase depends on
how well the product’s performance
satisfy to the customers’ needs.
Consumer satisfaction is main key to influence future buying behaviour. Satisfied customers buy again
and tell others about their good experiences dis-satisfied customers switches to the
competitor’s
product and disparage the products to others .Customers are the best source of information. They help to
improve an existing product or service and also help the firms in planning to launch something new.
There is no substitution for
“getting it from horse’s mouth” When you talk to customer directly, to increase odds for achieving success
you “mistake
- proof”

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the decisions and work on what really matters. When you often ask the customers for feedback and
involve them in business, they become committed to the success of your business .Customer Satisfaction
Measurement: -A basic and effective base line customer satisfaction survey program should focus
on measuring customer perceptions of how will the company delivers on the critical success factors
and dimensions of the business as defined by the customers:

For example:
 Service promptness
 Courtesy of staff
 Responsiveness
 Understanding the customer problem etc

The finding of the company performance should be analysed both with all customers and by key segments
of the customer population. The essential starting point for customer satisfaction measurement
is exploratory research. To meet customer requirement, one has to start by clarifying with customers
exactly what are their requirements. This is done through exploratory research using focus group or one to
one depth interviews .Two main factors determine the accuracy customer satisfaction measurement. The
first is to asking the right question and the second is asking them to the right people sample of customers
which accurately reflects the customer base. Three things decide the accuracy of a sample.

They are:
It must be representative
It must be randomly selected
It must be adequate enough.

Key Learning Outcomes

To display stock to promote sales

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 Explain set up displays as per health, safety and environmental standards

 Understand Store procedures for display requirements for stock, space, position of the display & dates

 Understand Legal or Statutory requirements for displays.

 Understand cleaning and storing materials and equipment used in displays and getting rid of waste safely

 Understand labelling of materials and equipment efficiently

To plan and prepare visual merchandising displays

 Explain role of displays in marketing, promotional and sales campaigns and activities.

 Explain importance and content of the design brief.

 Understand about design brief to identify what is needed for the display.

 Understand company policies for visual design.

 Understand role of displays in marketing, promotional and sales campaigns and activities.

 Understand use of design brief to identify what is needed for the display.

 Explain factors considered for consulting merchandiser or buyer for merchandise and props.

 Explain delivery of merchandise and monitor the progress of deliveries.

 Understand stock record updation to account for merchandise on display.

 Explain different approaches to designing displays for different types of merchandise, and why these are
effective.

 Evaluate the potential places to put the display as per the design brief.

 Explain how Light, colour, texture, shape and dimension combine to achieve the effects.

 Assess the potential of places for displays to meet the design brief.

To dress visual merchandising displays

 Describe creation and use of focal points within a display.  Understand how to put together
merchandising displays for use inside the store.

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 Explain dressing of mannequins, busts and other props.

 Understand display of different types of merchandise.

 Explain use of different types, directions and levels of light to create atmosphere.

 Describe about add-on sales, how to achieve and why this is important

 Explain importance of awareness of trends and how to install creative displays accordingly

 Describe different approaches to displaying merchandise and choosing the best approach.

 Describe props, prototypes, dressings and fixtures for creating visual effects.

 Understand health and safety guidelines for displays.

 Lighting window displays and who in your store is responsible for installing lighting.

 Explain legal requirements which apply to pricing and ticketing and the company’s visual design and
merchandising policies.

 Explain process of evaluating the visual effect of displays.  Describe dressing techniques for different
types of merchandise.

 Different purposes of displays and their use in visual merchandising.

 Understand how to choose and combine dimension, shape, colour.

To dismantle and store visual merchandising displays

 Explain dismantling of displays safely.

 Identifying unwanted materials and how to get rid of them safely.

 Identifying safe and approved cleaning materials and equipment to use.

 Understand how much storage space is needed.

 Explain requirements for protective packaging and security measures.

 Explain accurate labelling of items.

 Explain dangers and risks to health, safety and security in relation to storage facilities and stored items.

 Understand reporting of dangers and risks to the concerned.

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 Define techniques for cleaning display sites and parts safely and thoroughly.

To prepare products for sale

 Knowledge of products to be prepared for sale

 Explain how to work safely when putting products together for sale.

 Explain ways to check that products have been correctly put together and are safe to display.

 Understand company quality standards for products on display.

 Understand how to check the condition of products on display.

 Explain ways of dealing with products that are damaged.  Understand tools to be used to put products
together.

 Explain ways if getting rid of unwanted packaging and waste

To promote loyalty schemes to customers

 Explain features and benefits of the company’s loyalty scheme.

 Explain importance of loyalty schemes in achieving the company’s commercial aims.

 Explain ways of gaining customer’s attention and interest in loyalty schemes

 Explain ways of dealing with frequently raised questions and objections in relation to the scheme.

 Understand the documentation aspects of membership application form

 Understand financial benefit accrued by a customer through loyalty schemes

To keep the store secure

 Explain importance workplace security.

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 Explain types of security risk you need to be alert for, including: shoplifting, theft by staff, aggressive
customers, vandalism, and terrorist activity.

 Identifying security risks and ways tackling these risks.

 Process of reporting security risks promptly and accurately.

 Describe activation of all the loss prevention and security devices. Describe process of securing all the
security alarms

To maintain health and safety

 Explain types of accident and emergency in stores and why they happen.

 Understand how to get help in the event of an accident or emergency.

 Describe actions that can be safely and usefully taken while waiting for help to arrive.

 Explain health and safety risks that can arise in a store environment.

 Explain company procedures and legal requirements for reducing health and safety risks as far as possible
while you work.

 Understand health and safety procedures.

 Understand the need and importance of safety equipment

 Describe company guidelines for not lifting more than safe loads.

 Explain company guidelines and manufacturers’ instructions for Using lifting and handling equipment.

 Describe approved techniques for safe handling and lifting.

 Describe approved procedures for using safety equipment.

To keep the store clean and hygienic

 Explain health and safety risks posed by spillages.

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 Explain ways of cleaning up spillages promptly.

 Understanding procedures laid by Health Regulations when carrying out routine cleaning and when
dealing with spillages.

 Describe company standards for clean work surfaces.

 Describe importance of keeping work areas free of waste and litter, including health and safety reasons.

 Explain safe methods for getting rid of waste and litter.

 Effective cleaning practices and techniques for keeping your hair, skin and nails clean enough for the
work you do.

 Describe techniques for reducing the risk of spillages.

 Equipment usage and how to check it is safe to use 15 Sr.

To provide information and advice to customers

 Identifying the customer’s needs for information and advice

 Explain importance of keeping customer loyalty and confidence.

 Company policy on customer service and how this applies to giving information and advice to
customers.

 Explain techniques for managing angry customers.

 Responsibility for sorting out complaints.

 Escalation for problems you cannot resolve

 Assessing complaints and deciding what action to take.

 Rights of the customer and the trader, including legal rights and duties under relevant laws.

 Company policy on customer service and how this applies to dealing with complaints.

 Relevant information about the products and services you sell

To create a positive image of self & organization in the customers mind

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 Organization’s standards for appearance and behavior.

 Organization’s guidelines for how to recognize what your customerWants and respond appropriately.

 Organization’s rules and procedures regarding the methods of communication you use.

 Recognizing when a customer is angry or confused.

To work effectively in your team

 The policies and procedures relating to the job role.

 The value system of the organisation.

 Employee rights and obligations.

 The reporting hierarchy and escalation matrix.

 Use of language and concepts appropriate to cultural differences.

 Usage and interpretation of non-verbal communication.

 The scope of information or materials required within the parameters of the job role.

 Consequences of poor team participation on job outcomes.

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BIBILOGRAPHY:

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I have made this report by the help of internet and some books , details are mentioned above:

 www.ril.com
 www.cpasind.com
 Michael levy & barton a weitz, “Store Management”
 Kotler, Keller, Koshy, & Jha, “Analysing consumer markets”
 Official websites.

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