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Reliance Fresh Retail Strategy Overview

Reliance Fresh is a convenience store chain that is part of Reliance Industries in India, headed by Mukesh Ambani. It opened its first store in Andhra Pradesh in 2005 and has since expanded to over 500 stores nationwide. Reliance Fresh sells fruits, vegetables, staples, groceries and dairy products with the goal of creating a large nationwide retail chain. It aims to compete with global retailers like Walmart while closely following their business strategies and expansion plans in India. Reliance has ambitious plans to continue expanding its store network across India and introduce new retail formats to provide more products and services to consumers.

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Sanhoihpa Khaineu
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288 views17 pages

Reliance Fresh Retail Strategy Overview

Reliance Fresh is a convenience store chain that is part of Reliance Industries in India, headed by Mukesh Ambani. It opened its first store in Andhra Pradesh in 2005 and has since expanded to over 500 stores nationwide. Reliance Fresh sells fruits, vegetables, staples, groceries and dairy products with the goal of creating a large nationwide retail chain. It aims to compete with global retailers like Walmart while closely following their business strategies and expansion plans in India. Reliance has ambitious plans to continue expanding its store network across India and introduce new retail formats to provide more products and services to consumers.

Uploaded by

Sanhoihpa Khaineu
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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A

Presentation on
Reliance
fresh
BY
Jaishri BA 0807
Kiran BA 0808
Mayank BA0810
Divya BA0813
Hema BA0814
&
PRAKASH DHANDOLE
RELIANCE FRESH

 Reliance Fresh is the convenience store


format
 Part of Reliance Industries of India which is
headed by Mukesh Ambani
 RIL’s dream of retail revaluation got kicked-
started in AP when its Reliance Fresh
supermarket opened its doors to World
Cont…

 Following the first , company opened 10 more


stores as a first step towards creating a mega
retail chain across the country
 The Reliance Fresh supermarket chain was
Ril’s Rs. 25000 crores venture
 It sells fruits , vegetables, stapels ,groceries,
and dairy products
Cont…

 Retail chain closely follows the moves of


global players like Wal-Mart store Inc and
Metro AG seeking to open shop here in
country
 It has almost more than 500 fresh across the
country
Corporates - Indian Retail
 Spencers
 Oldest Retailer in India
 135 Stores in 27 Cities
 Plans to open 365 Stores in 365 days

 Big Bazaar
 53 Stores and fast expanding

 Subhiksha
 700 stores operational
 Plans to touch 1000 in this financial year

 Aditya Birla Group


 Acquired 160 stores of Trinetra, a well established retail chain of Southern India
 Took over Fabmall about 50 stores
 Plans to set up 15 Hyper Markets in Pune alone
 Additional 1000 Super/Hyper markets across the country in next 3 years

 Bharti
 Joint Venture with Walmart
 Plans to begin operations next year

 Metro AG
 German Retail Giant
PRODUCT
STRATEGY

Product range
 Vegetables and fruits.
 House hold Items.
 Food and Beverages.
 Groceries.
 Dairy Products.
 Refrigerated products.
 Non food items.
 Ready to eat items.
PRODUCT
STRATEGY

 Product Labeling.
 Product Packaging.
 Arrangement.
 New products.
 Product Quality.
 Launched new
products of its own.
 Home Delivery.
PRICING STRATEGY

 Discount pricing
strategy.
 Wide price range of
each items.
 Credit card
acceptance.
 Accept coupons.
 Competitive prices.
PRICING STRATEGY

 Price marked in paisas.

 comparable cost.
Distribution Srategy
 Inefficient food chain supply
 Intermediatory profit margin
 Wastages in transit
 Sourcing out requirement
 Eg. Banjara hill outlet (A.P)
Cont..

 Up to mark inventory
 Target urban citiess
Promotional Strategy

 Advertising
 Sales Promotion
 Festive season special offers
 Live announcement & spot discounts
 Reliance Fresh membership cards
 Promotes new product.
 Orgnising events
 Providing gifts-Free goods.
All these are common strategies.
What Reliance Fresh is doing?

 To increase sales volume- Concentrate on Visual


Merchandising- New concept of promotional strategy.

 One to One Marketing-

 Direct & Long term relationship with farmers


&manufacturers.

 Providing concessional long term loan to Farmers.


FUTURE PLANS
 Plans to add more store across different geographic
by 2011.
 Reliance is aiming to touch almost every Indian
consumer.
 Reliance plans to label sale to kirana store.

Beauty & wellness Reliance wellness


Consumer durable Reliance digital
Dairy product Dairy pure
Apparel Reliance trends
Staples & food item Reliance select
FUTURE PLANS

 Bring new format of food and café.


-- Reliance food

 Reliance ready to launch pharmacy retail store

 Invest 20k cr expected sales of 2 lkh cr

 reliance center will house everything that town


needs
Great opportunity
v/s
The Big problem

Roadside vegetable vendors demonstrated in front of a


Reliance Fresh Store in Ranchi, Jharkhand on 8 May 07
THANK YOU

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