COMPETITIVE PROMOTION TRACKING FOR RELIANCE TRENDS

BYKOJAGARI DAS

ENROLMENT NUMBER-010113007PGPM 13

India’s largest fashion destination with 200+ stores, selling 1,50,000 garments per day.

Reliance Trends follow it’s tag line “Sirf Dekhne me Mehenga”.

Offers a homogenous mix of internal & external brands across men’s, women’s and children’s category to fulfil every customer’s requirements.

COMPETITORS OF RELIANCE TRENDS IN KOLKATA

PANTALOONS MAX FASHION @ BIG BAZAAR (FBB)

OBJECTIVE OF THE PROJECT

To know the promotional activities done by the major competitors of Reliance Trends in malls of Kolkata.

Recommendations towards improvisation of promotional activities for Reliance Trends in order to gain competitive advantages.

KEY FINDINGS

• Product Categories• Brand Presence• Merchandising• Sales Promotion

ATTRACTIVE PACKAGING

Merchandising done by Pantaloons for Denim Collection

Merchandising done by FBB

IMPRESSIVE PRESENTATION

UNIQUE PRICING

SALES PROMOTION

Sales Promotion

Promotional Pricing

POP Displays

Loyalty Programs

Contests

Digital Marketing

CONTESTS

POP DISPLAY

PROMOTIONAL PRICING

LOYALTY PROGRAMS

DIGITAL MARKETING http://pantaloons.com/http://www.trendin.com/pantaloons/

new-arrivals-72?source=menuhttps://www.facebook.com/pantaloo

ns?fref=nf http://www.maxfashionindia.com/https://www.facebook.com/fbbonlin

e?fref=tshttps://www.facebook.com/maxfashi

ons?fref=ts

SUGGESTIONS

Increase the number of print, audio & video media advertisements.

Digital marketing can be a utilized in a wider angle. CRM (Customer Relation Management) campaign can be useful towards increasing brand loyalty & creating a top of the mind space among the shoppers.

Products placement in films & events can also act towards brand building.

Come up with its own E-commerce website.

CONCLUSION

• Sales Promotion is the key strategy for Retail Industry. • Merchandising plays a key role towards enhance presentation of the

products, thus providing delight scenario for shopping. • Maximum brand availability is seen under the Pantaloons roof,

compare to MAX & FBB. • Occasional sales promotion is the key tool for shopper’s

augmentation. • Stores placement are inside the mall plays a vital role, to attract the

customer’s attention. • Accessories availability gives an extra edge, to the retail companies,

to keep engaging the customer inside their business premises. Thus, gaining on footfall on regular basis also increases brand equity.

BIBLIOGRAPHY

Marketing Management by Kotler & Keller

(http://www.adityabirla.com/businesses/Profile/Pantaloons-profile)

THANK YOU