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Reliancefresh Retailmarketing

This document discusses the marketing strategies of Reliance Fresh, a supermarket chain in India. It outlines Reliance Fresh's farm to fork supply chain model, the 4Ps of its marketing - products, price, place, and promotion. Promotional strategies include discount schemes, membership cards, and point of purchase displays. The document also analyzes Reliance Fresh's competitors and performs a SWOT analysis. In summary, it provides an overview of Reliance Fresh's retail operations and marketing approach in India.

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Subrata Basak
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67 views24 pages

Reliancefresh Retailmarketing

This document discusses the marketing strategies of Reliance Fresh, a supermarket chain in India. It outlines Reliance Fresh's farm to fork supply chain model, the 4Ps of its marketing - products, price, place, and promotion. Promotional strategies include discount schemes, membership cards, and point of purchase displays. The document also analyzes Reliance Fresh's competitors and performs a SWOT analysis. In summary, it provides an overview of Reliance Fresh's retail operations and marketing approach in India.

Uploaded by

Subrata Basak
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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RETAIL MARKETING

BY
S.VIGNESH
11HM33 MBA 1ST YEAR
NATIONAL INSTITUTE OF TECHNOLOGY
SURATHKAL,KARNATAKA
COMPANY PROFILE
Industry: Retail
Type: Supermarket
Chairman & Managing Director: Mukesh Ambani
First Outlet: Hyderabad( Banjara Hills)
Founded: 30th October 2006
Headquarter: Mumbai
THE FARM TO FORK MODEL
(RELIANCE FRESH)
SUPPLY CHAIN MANAGEMENT

Approaching farmers directly , there by reducing


procurement wastage.
Better returns to Indian farmers and
manufacturers
Greater value for the Indian consumers
4PS OF MARKETING
PRODUCT

Vegetables and fruits


House hold items
Food and beverages All premiere brand +
Private label
Groceries only private label
Dairy products
Non veg food items
Ready to eat items
PRICE

Low cost model


Discount pricing
Value pricing
Low margin , high sales volume
Factors for low pricing
Bulk purchasing
Central warehousing

Transportation
PLACE

Low cost locations


Targets semi urban population
Designed to look crowded
All cities in India has at least one outlet
PROMOTION

Discount scheme days Saturday and Sunday


Reliance fresh membership card Reliance One
Through media especially newspapers.
Package carry bag
Directories
Bill boards
Audio materials
Point of purchase displays
SALES PROMOTION

Premiums and gifts


Sampling
Rebates
EVENTS / EXPERIENCE

Social event
Store tour
PUBLIC RELATION AND PUBLICITY
Camps
Publications
PUSH V/S PULL STRATEGIES
PUSH STRATEGY

Point of sale displays.


Special Displays.
Dealers Premium, Gifts.
Advertising materials.
Catalogs and brochure.
Events.
Sampling.
PULL STRATEGY
Coupons
Samples
Premium and gifts
Refunds/Rebates
POP advertisement.
BRAND IDENTITY
Design
Logo symbol
Brand name
COMPETITORS
DIRECT COMPETITORS
LM 365
Godrej Aadhar
Adani Agri Fresh
Trinethra
Subhiksha
ITC Choupal Fresh
Bharti Retail
Hariyali Kisaan Bazaar

INDIRECT COMPETITORS
Push cart vendors
Mother dairy
Local vendors
SWOT ANALYSIS
STRENGTH
Experienced Management team
Strong IT and Backend operations
Horizontal Integration
Backward Integration
Good financial position
Brand Equity
WEAKNESS

Losses due to Joint ventures


Presence at Prime Locations
Multi-Format Presence
OPPORTUNITIES

Growing retail market


Increasing buying power of Indian consumers
Many Untapped Markets in India
THREATS

Increase in the operating costs


Low Price Competition
Government restriction
Increasing competition
THANK U!!!

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