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An Organization study atRELIANCE FRESH, BANGALORE
By
MOHAN BAILPATTAR
REG.No:10SKCMA032
E M P O W E R I N G M I N D S
ACHARYA INSTITUTE OF MANAGEMENT AND
SCIENCES 1ST CROSS, 1ST STAGE, PEENYA
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Company Profile
Reliance Fresh is the Convenience store format which forms part of
retail business of Reliance industries of India.
Reliance Fresh is headed by Mukesh Ambani .
Reliance Fresh is the first retail venture of the Reliance Retail Business.
The company offers fresh fruits and vegetables, staples, groceries, fresh
juice and dairy products.
Reliance Fresh directly buys stock from farmers to cut down on
wastage.
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Strategic Intent
VISION
To generate inclusive growth and prosperity for farmers, vendor
partners, small shopkeepers and consumers.
To be the most admired and successful organized retail company inIndia that materially enhances the quality of life of every Indian.
MISSION
Growth through value Creation
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Competitors
More
Big bazaar
Spencer
Safal
Subhiksha
Nilgiris
Trent
Big apple
Heritage
Food World
Namdhari fresh
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Organization Structure
EXECUTIVE
HEAD
Zonal Head
CEO
MARKETING HEAD HR HEAD FINANCE OPERATIONS
Zonal HR Head CFO
Zonal Chief Executive
State Head
Executive
Senior HR Manager
Zonal Commercial Head
Assistant HR
ManagerDeputy HR
Manager
Executive
State Commercial Executive
State Operation Head
Cluster Manager
Store Manager
Supervisor
CSA and C and A
State Officer executive
Cashier and Accountant
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Swot AnalysisStrengths
Accessibility Of Stores
Variety of Products
Private Label Products
Competitive Prices
Contact with Farmers
Weaknesses
Shortage of Staff
Improper Display
Lack of Product Knowledge by the staff at the stores
Advertising
Opportunities
Retailing as an industry is booming
Cater to the needs of people of different classes
Meet the expectation of Health Conscious customers.
ThreatsCompetition from the domestic players and also international
players
The company faces threat from Kirana shops
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Findings
Strategic locations of stores attract more footfalls than its Competitors.
Software used for selection and maintain database SAP(System
Application Program).
It was found that most of the customers where not aware about the offers
and promotional schemes offered at the stores.
At some instances the displays of offers and schemes were not properly
displayed.
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Suggestions
Reliance can explore the areas where customers are not being attended
by entering into the untapped areas like rural India, semi urban and
urban areas.
Management need to train the staff for better offer displays and
signage. Advertising should be effective and appealing to the customers.
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Conclusion
Though Reliance Fresh has being successful in its endeavors. The
management can further achieve excellence by taking relevant steps and
strategic decisions and meet the expectations of the consumers.
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My Learning's
I was given an opportunity to know the organization structure,
functioning of departments of Reliance Fresh.
I came to know about various aspects of Retail sector.
Various elements of Visual Merchandising like End cap, End cap
Header, Planogram etc. which are displayed in the stores. Arrangement
and display of products play an important role in attracting the
consumers.
I came to know offers displayed in stores and how it could impact on
the consumers.
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Special Task(STUDY ON IMPACT OF VISUAL MERCHANDSING ON CONSUMERS AT RELIANCE FRESH)
Objectives
To study the impact of Visual Merchandising on the consumers.
To access the effectiveness of arrangement and display of products. To identify the impact of visual merchandising on all the visual
merchandising components and their influence on consumer buying
behaviour.
To study the customers perception towards various visual
merchandising elements.
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Research Methodology
DESCRIPTIVE TYPE
TOOLS OF DATA COLLECTION
1. Questionnaire
SAMPLE SIZE
100
SOURCES OF DATA
1. PRIMARY DATA
STATISTICAL TOOLS : GRAPHS & CHARTS
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Findings
Customers at Reliance Fresh are of all age groups. 70% 0f customers shop
weekly at Reliance Fresh store. Most of the customers are aware and think of
Reliance Fresh for general shopping.
Many customers came to know about the Marketing campaign like AnnapuranaUtsav, Stars of the week etc only after entering the stores.
Staff at the stores do not have complete knowledge about the product. Less
customer attention was found in stores during some instances.
Majority of the customers were happy with the overall experience.
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Suggestions
SUGGESTION
One of the positives for the store is that the customer base comprises of all age
groups. Hence it is very important to market the product which satisfies all age
group.
The promotional schemes like discounts, gifts, coupons etc. must be projected
in such away so that it attracts and motivates the customers to buy. The offers
should clearly highlight the benefits so as to attract the customers and make
them aware about the benefits. This may enhance the sales.
Staff should be trained about variety of products and offers. They should have
complete knowledge about the products over the store.
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CONCLUSION
As the overall experience of the customers is found to be good the
organization needs to grab this opportunity in retaining and increasing
its customer base to further increase its sales.
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