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Retail Assignment: Industry: - Grocery Company: - Reliance Fresh I. Retail Philosophy

Reliance Fresh is the grocery retail division of Reliance Industries. It operates 453 stores across India and follows a strategy of festive season offers, live discounts, and membership cards to promote loyalty. It targets all income groups by segmenting customers geographically and sells a wide range of products from staples and groceries to consumer durables. Reliance Fresh differentiates by offering fresh produce but provides less packaged goods discounts than competitors. It uses various promotional activities and a farm-to-fork business model to attract customers. Key competitors include More, Food Bazaar, Spencers, and Foodworld.

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Aditya Sharma
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43 views

Retail Assignment: Industry: - Grocery Company: - Reliance Fresh I. Retail Philosophy

Reliance Fresh is the grocery retail division of Reliance Industries. It operates 453 stores across India and follows a strategy of festive season offers, live discounts, and membership cards to promote loyalty. It targets all income groups by segmenting customers geographically and sells a wide range of products from staples and groceries to consumer durables. Reliance Fresh differentiates by offering fresh produce but provides less packaged goods discounts than competitors. It uses various promotional activities and a farm-to-fork business model to attract customers. Key competitors include More, Food Bazaar, Spencers, and Foodworld.

Uploaded by

Aditya Sharma
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Retail Assignment

Industry: - Grocery Company: - Reliance Fresh I. Retail philosophy Reliance Fresh does follow two strategies:1) Festive season special offers 2) Live announcement & spot discounts 3) Reliance Fresh membership cards 4) Promotes new product 5) Organizing events 6) Providing gifts-Free goods STP a) Segmentation:- on the basis of the geographical area b) Target:- all income groups c) Positioning: - food, FMCG, consumer durables etc. 7Ps a) Product Fresh fruits and vegetables, Staples, Groceries, Fresh juices, Dairy products b) Price Not much discount on MRP of packaged goods like competitors c) Place 453 Reliance Fresh stores operational across India
(source: -http://www.ril.com/html/business/business_retail.html)

II.

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d) Promotion SMS, Leaflets, In-store visits, Word of Mouth, online mailer, etc. e) Process Farm-to-fork business model, Backward Integration f) Physical Evidence Layout, Store and shelves, Bill counters, Shelves, Customer loyalty cards g) People Taj People Philosophy, Profit Centres Competition 1) More (Aditya Birla Group) 2) Food Bazaar (Future Group) 3) Spencers retail (RPG Group) 4) Foodworld Supermarket LTD (RPG Group) 5) Subhiksha 6) Star Bazzar (TATA Group) 7) Bharti Wal-Mart

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