74 Patel Jalpa T.

76 Patel Nidhi G.

78 Patel Sharmila N.

93 Sakhareliya Jyoti J.

What is service?

According to LOVELOCK

“An act or performance offered by one party to another,although the process may be tied with physical product,performance is transitory, often intangible in nature anddoes not result in transfer of ownership.”

Financial Service

Transportation Service

Retail Service

Health Care Service

Education Service

Entertainment Service

Hospitality Service

Communication Service

Customer orientation

Coordinated effort

Value- driven

Goal orientation

Retailing concept Retail Strategy

Customer orientation - The retailer determines the attributes & needs of its customers & endeavors (take

action) to satisfy these needs.

Coordinated effort - The retailers integrates all plans & activities to maximize efficiency.

Value-driven - The retailer offers good value to the customers, whether it be upscale (expensive) or discount

i.e., “appropriate pricing” for goods & customer service.

Goal oriented - The retailer sets goal & uses its strategy to attain them.

“Retailing is the set of business

activities which adds value to

the product and services sold to

customer for their personal or

family use.”

Retailing industry

Organized Retailing(4%)

Unorganized Retailing(96%)

77%

7% 4% 4% 2% 2% 2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Food Clothing Durables Jewelry & Accessory Home Furnishing Helth &Beauty Medical services

.

.

Growth-oriented objectives

Appeal to prime market

Distinctive company image

Focus

Strong customer service for its retail category

Multiple points of contact

Employee relations

Innovation

Commitment to technology

Community involvement

Constantly monitoring performance

Pantaloons

Big bazaar

Brand factory

Croma

Mobile store

Crossword

Lifestyle

Reliance Fresh

D-mart

Reliance fresh is a best

example of retail industry in India.

Reliance fresh is the convince

store format.

Part of Reliance industries of

India is headed by Mukesh

Ambani.

RIL’s dream of retail revolution

got kicked-started when its

Reliance fresh super market

opened its door to the world.

The Retail Marketing

Mix

Definition

According to Philip Kotler is : “A product is a thing that can be

offered to a market to satisfy a wants or need”.

Product is something to offer to the market to get attention,

Acquisition, use and attention to fulfill the desires or needs.

The product offering of the move super market includes a wide rangeacross fresh fruit’s & Vegetables, Groceries, Personal care, Home care,General Merchandise & a basic range of apparels.

Product verities:- like vegetables dairy product, Frozen items,Groceries, Cosmetics, Detergents, Fruits & Daily use items.

Quantity:- in the reliance fresh vegetables direct purchase to theframer & whole seller.

Design:- the direct product display’s is well organized & facilitiesease of choice Bright & clean store at convenient location with layoutallow ease of navigation.

Features: Performance value & ranking yet best information to helpyou shop.

Brand Name: Different brand of the product.

E.G. Product is detergents brand name is surf excel/ Wheel / Tied/Ariel.

Packaging: It is very similar to the branded counter part.

Service: Good customer service is very important in order to retaina customer.

Sizes: Excepting some big brand of FMCG product they don’tmisuse their space. Because PRIVATE LABLE offers better profit

Margin to the retailer than branded product of FMCG companies.

Warranties: Product or accessories that repaired or replaced.

Return: Product returns policy is their promise of satisfaction.

According to Philip Kotler : “price is amount of money charged for a product or service”.

A product is only worth what a customer is prepared to pay for it. The price needs to be competitive, but not necessarily the cheapest.

The different pricing strategies of Reliance fresh are…..

• Discount pricing strategies

• Wide price of each item

• Credits card acceptance

• Accepts coupon

• Competitive price

• Price market in

• Comparable cost

What else………Value pricing EDLP more than 2000 product below pricing

Product bundle pricing

Promotional pricing Buy 1 get 1 free

Special events pricing( Diwali, Dhanterash )

Measure taken to reduce of supply chain there by.

Purchase directly from farmers which is in turn sent to distribution center.

Two time supply of vegetable and fruits daily to ensure fresh

Give to higher margin most of staples and under its own membership card to benefits the consumer if consumer male a member purchase to goods got to point.

Types:

Freestanding/Isolated store

Store located along major traffic artery

No competitive retailers around

Rents are usually low

Advertising cost are high

Customers may not prefer to travel long distance to visit only one store.

Part of a business district

A business district (primary, secondary or neighborhood) is a place of commerce in the city

Rent is high; parking is cumbersome

It has good accessibility in terms of transport

Customers are more

Part of a shopping centre

Shopping centre - A group of retail & other commercial establishments that is

planned, developed, owned & managed as single property

Parking is available

Basic configuration – mall or strip centre with walkway

Ideally enclosed & climate control

1. Identify the market in which to locate the store

2. Evaluate the demand & supply within that market i.e., determine the market potential

1. Demographic features of the population

2. The characteristics of the households in the area

3. Competition & compatibility

4. Laws & regulations

5. Trade area analysis

3. Identify the most attractive sites

1. Traffic

2. Accessibility of the market

3. The no. & types of stores in the area

4. Amenities available

5. To buy or to lease

6. The product mix offered

4. Select the best site available

The first store of reliance fresh was launched In Hyderabad apart from this it has also various stores in different places like Chennai, New Delhi, Hyderabad, Jaipur, Mumbai, Chhattisgarh.

RRL is well positioned to rapidly expand its existing network of 590 stores which operate in 57 cities.

The place where it located is traffic and hassle free.

As the Reliance fresh store is situated beside the main road so its an advantages to the store to increase footwall

Generally located in small commercial complexes close to 3-4 big residential areas.

Observation: Found close to ‘Crossroad ‘.

Enjoy a clean view from the road.

The Reliance fresh group target to establish their store in a area where the catchment area is very large.

They target all age group in their coverage.

They target customer of all type of social status.

Promotion is a single term used to group together all activities intended to increase the sales of a product.

Advertising in TATA yellow pages, MTNL telephone directory and through just dial.

Billboard out side the store.

Providing carry bags including brand name & logo.

Print or Broadcast add with the help of national and local newspaper.

Sales Promotion:

o The main idea behind every efforts is to make a bulk purchase.

o Saturday & Sunday are considered a discount & scheme day.

o Rebates and premiums focusing on bill value.

o Auto material inside the store including the latest promotions & offers.

o Point of purchase displays are used at reliance fresh to communicate the benefits of a product.

o Festival season special offers.

o Live announcement & spot discount.

o Reliance fresh membership cards.

o Social events & store tour.

o Providing gifts – free goods.

To increase sales volume:

• Concentrate on visual merchandising.

• New concept of promotional strategy.

One to one Marketing

Direct & long term relationship with farmers and Manufacturers.

Providing concessional long term loan to farmer.

Physical evidence is the environment in which the service is delivered and where the firm and the customer interact and any tangible commodities that facilities performance or communication of the service.

The pure foods convenience store model of Reliance fresh requires for less space than a full fledged supermarket.

Most of these outlets need around only 2000-5000sq.ft.

Simple, Colorful but cramped.

Separate entry and exit point.

Chocolate and other kids items are nearby cash counter.

Vegetables and fruits items were in display near entry gate.

Staff Uniform: Red, Green and Blue.

Friendly staff but poorly informed.

The reputation of the brand rests in the people’s hands.

You must therefore ensure that all your people are

appropriately trained, well motivated and have the right

attitude.

Many of the best business plans ever developed do not see

the light of the day as the people who created them could

not find the key people who could execute those plans.

People are broadly divided into two heads:

A. Employees

B. Customers

A. Employees:

In one branch there are 15 employee working in which 12 are looking in sales and maintenance and other 3 are working as cashier.

The employee were working in shift.

The working environment was healthy.

The company cares about the employees.

The employee were not so qualified.

The cashier was qualified.

The dress of the employee was not standardized.

The employees were also not well informed about the product of the store.

B. Customer:

The customer were mainly from middle class.

They were basically price sensitive.

They want good product at affordable prices.

Processes must help the customers get what they want.

E.g. What payment methods are in place that makes it

easier or quicker for customer to pay for service? Always

keep customers informed.

Baggage counter

Inside the store

Take trolley

Selection of

Product

Billing counter

exit

The methods & Process a service. RRL is gearing up to revolutionize the retailing industry in India. Provides a world class shopping environment. Provides returns to Indian farmers and manufacturers. Reliance is aiming to touch almost every Indian customer and

suppliers. Home Delivery Trolleys, Baskets & Staff . Reliance card Billing Parking

Uncertain macroeconomic environment

Prices of apparel also surged concomitantly with the increase in cotton prices and the levy of excise duty on branded apparel

Store expansion to drive revenue growth

Retail consumption growth to remain strong

The overall retail market is likely to grow at healthy compounded rate of15 per cent from Rs 24 trillion in 2011-12 to Rs 47 trillion in 2016-17

Organized retail penetration to cross 10% by 2016-17

Food , Grocery & Beauty products to grow faster

Slower growth expected in books, home décor, and consumer durables.

Focus on reducing store-level operating expenses