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Sales Promotion For Reliance Fresh Final
Sales Promotion For Reliance Fresh Final
COMPANY PROFILE
Industry: Retail Type: Supermarket Chairman & Managing Director: Mukesh Ambani First Outlet: Hyderabad( Banjara Hills) Founded: 30th October 2006 Headquarter: Mumbai
Product Range
Vegetables and Fruits: Household items Food and Beverages- all private labelled and premiere brands. Groceries only private labelled items Dairy products Refrigerated products Non-Food items
Positioning
Reliance has positioned itself as a convenience store or neighbourhood store. It is also related itself with freshness in the customers mind.
Generally located in small commercial complexes close to 3-4 big residential areas Observation: found close to Crossroads Enjoy a clear view from the road
The main idea behind every effort is to make a bulk purchase Saturday and Sunday are considered as discount and scheme day. Rebates and Premiums focusing on bill value Audio visual tools been employed
Product Mix consists of Fresh Fruits, Vegetables, Dairy products, Frozen Items, Groceries, cosmetics and Daily Use products. Less Assortment but focus on specific product categories like vegetables, dairy products, detergents, fruits and daily use items
The pure foods convenience store model of Reliance Fresh requires far less space than a full-fledged supermarket Most of these outlets need around only 2,000-5,000 sq. ft Simple, colorful but cramped Separate entry and exit point Chocolates and other kids items were nearby cash counter Vegetables and Fruits items were in display near entry gate
Layout and ambience Well Lit, Neat, Bright and Easy to read Signs
Low prized Private labels Discount on bulk buying Measures taken to reduce the length of Supply Chain thereby purchase directly from farmers, which is in turn sent to distribution centre. Two times supply of vegetable and fruits daily to ensure fresh
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2 shift staff for small stores and 3 shift staff for larger ones 5 to 6 sales persons per shift Staff uniform: red, green and blue 1 week training given to staff
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STATEGY
Highlights the saving Affordable brands Wide Range to choose from
BRANDS
GLEN Cooktops-GL 1046 PLCB INALSA Cooktop 2 Burner Harmony PREETHI GAS STOVE DUAL FLAME GS610
STATEGY
Highlights the saving Affordable brands Wide Range to choose from Excellent aesthetics
BRANDS
Aristo Pratap Signoraware
Sales Promotion:
The main idea behind every effort is to make a bulk purchase.
Saturday and Sunday are considered as discount and scheme day. Two types of offer: 1. BOGO (Buy one get one free) 2. BXGY (Buy X product get Y product free) Rebates and Premiums focusing on bill value. Auto material inside the store including the latest promotions & offers. Point of Purchase displays are used at reliance fresh to communicate the benefits of a product. Festive season special offers. Live announcement & Spot discount.
Cont.
Reliance Fresh Membership Cards. Social events & store tour. Providing gifts- free goods.
PUSH STRATEGY Point of sale displays. Special Displays. Dealers Premium, Gifts. Advertising materials. Catalogs and brochure. Events. Sampling.
PULL STRATEGY
Swot analysis
SWOT
Farm to fork, No middlemen, Farmers Customer Hundreds of farmers 1 million farmers next five years
International Retail Giants: Carrefour, Metro AG, Tesco. Bharti Wallmart (Farm to Fork) Operating cost are too high
COMPETITORS
MORE Total Mall Spencers Daily Namdhari Fresh Food World Nilgiris Auchan Spar Hypermarket Hyper City
Benefits Customers
COMPANY
1.All under one roof 1. Increased Footfall 2.Wide range to choose 2. Increase in sales from 3. Ability to manage 3.Information regarding merchandise based various offers on customer 4.Loyalty programs and information benefits
Future plans:
Plans to invest Rs 25000 Crore in next 4 year in their retail division Train students and housewives Customer care & Quality service Part time job Every Indian Consumer New format of food and caf Reliance food Private label sale Kirana store Pharmacy retail store 6000 outlets 784 cities Launch soaps, detergents, cosmetics and non FMCG products Private label