A Project Report on
“Merchandise Planning”
For “Reliance Industries Ltd.”
By
Kshitij Anand
Under the guidance of
Prof. Sharad Joshi
Submitted To
University Of Pune
In partial fulfillment of the requirement for the award of the degree of Master of Business Administration (MBA)
Through
Vishwakarma Institute of Management
Pune-48
CHAPTER – I
EXECUTIVE SUMMARY
The project covers the various aspects & parameters considered for merchandise
planning in Reliance Fresh outlets. The main idea behind the study was to learn
directly from the market, what consumers demand in a particular catchment area
around each Reliance Fresh Store, so as to efficiently and effectively utilize every
square feet of floor area of the stores in order to cut the extra cost and increase
efficiency.
Although all the markets look the same, they have huge differences within them. The
customer, who is considered as the king in the retail sector, decides the kind of
product he wants to use and not what is offered.
With increase in competition, merchandise planning is fast becoming an integral part
of the retail business. The topic was chosen to bring to light the various factors
pertaining to customer preferences for particular SKU’s or brands, so as to decide on
the optimum product mix for each outlet independently, based on area wise
competitor analysis.
The study was conducted through market survey in Delhi & NCR for different kirana
stores, confectionery shops, bakeries, and some organized retail stores. The project
also included preparation of a list of all the products in the particular area which are
stocked by most of the stores. The data was helpful for Reliance Fresh to maintain a
good stock for all those products which have a high demand.
2
CHAPTER – II
COMPANY PROFILE
“Growth has no limit at Reliance. I keep revising my vision.
Only when you can dream it, you can do it."
Dhirubhai H. Ambani
Founder Chairman Reliance Group
December 28, 1932 - July 6, 2002
The Reliance Group, founded by Dhirubhai H. Ambani (1932-2002), is India's largest
private sector enterprise, with businesses in the energy and materials value chain.
Group's annual revenues are in excess of USD 22 billion. The flagship company,
Reliance Industries Limited, is a Fortune Global 500 company and is the largest
private sector company in India.
Backward vertical integration has been the cornerstone of the evolution and growth of
Reliance. Starting with textiles in the late seventies, Reliance pursued a strategy of
backward vertical integration - in polyester, fibre intermediates, plastics,
petrochemicals, petroleum refining and oil and gas exploration and production - to be
fully integrated along the materials and energy value chain.
3
The Group's activities span exploration and production of oil and gas, petroleum
refining and marketing, petrochemicals (polyester, fibre intermediates, plastics and
chemicals), textiles and retail.
Reliance enjoys global leadership in its businesses, being the largest polyester yarn
and fibre producer in the world and among the top five to ten producers in the world
in major petrochemical products.
The Group exports products in excess of USD 7 billion to more than 100 countries in
the world. There are more than 25,000 employees on the rolls of Group Companies.
Major Group Companies are Reliance Industries Limited (including main subsidiaries
Reliance Petroleum Limited and Reliance Retail Limited), Indian Petrochemicals
Corporation Limited and Reliance Industrial Infrastructure Limited.
4
About Reliance Retail
Wednesday, June 28, 2006 was when Reliance Industries finally announced its mega
foray into the Retail world. Calling retailing "the next big idea" in the company's
plans, Reliance chairman Mukesh Ambani said the petrochemicals giant would set up
a 100 per cent owned subsidiary, Reliance Retail, to "spearhead this revolution." The
company will initially infuse Rs.10,000 Crore into the retail setup and gradually
increase it to Rs. 25,000 Crore. Reliance Retail would have a footprint in 1,500 cities
and towns through convenience stores, supermarkets, speciality stores, and
hypermarkets; and will create 10 lakh jobs. The company would partner farmers,
logistics operators, small shopkeepers and traders in this initiative.
Reliance could emerge as the biggest single player in India's burgeoning retail
market. The spending power of its estimated 300 million strong middle class has
been on the rise, making the sector increasingly attractive to domestic and foreign
investors. India's retail market is estimated to be worth around $200 billion but it is
still hugely fragmented, with organised retail outlets comprising just two percent of
the sector. Reliance entry in this segment is set to change the dynamics in this sector.
Reliance is gearing up to revolutionize the retailing industry in India. Towards this
end, we are aggressively working on introducing a pan-India network of retail outlets
in multiple formats. A world class shopping environment, state of art technology, a
seamless supply chain infrastructure, a host of unique value-added services and above
all, unmatched customer experience, is what this initiative is all about.
The company is targeting to open 100 more Reliance Fresh stores in New Delhi alone
within four months, and a 1,000 new stores in 35 cities nationwide by the end of the
year with a built-up area of over 4 million sq.ft. An investment of Rs.8,000 crore is
envisaged for the NCR region alone.
5
Reliance Fresh stocks fresh fruits and vegetables, staples, fast moving consumer
goods and dairy products. The stores are already selling over 1,000 tonnes of fresh
produce daily and also 250 categories of commodities. The company is approaching
farmers directly for the procurement of produce, seeking to reduce the 40% wastage
that occurs through the traditional supply chain.
The retail initiative of Reliance will be without a parallel in size and spread and make
India proud. Ensuring better returns to Indian farmers and manufacturers and greater
value for the Indian consumer, both in quality and quantity, will be an integral feature
of this project. By creating value at all levels, we will actively endeavor to contribute
to India's growth.
The project will boast of a seamless supply chain infrastructure, unprecedented even
by world standards. Through multiple formats and a wide range of categories,
Reliance is aiming to touch almost every Indian customer and supplier.
6
CHAPTER – III
OBJECTIVES OF THE STUDY
1.) Identifying the present & probable competitors of Reliance Fresh.
2.) Identifying & analyzing the pattern of product mix by Reliance & its
competitors,
3.) Identifying the most preferred SKU’s (Stock keeping units), area wise
4.) Identifying customer preferences for particular SKU’s or brands, nature
of competition etc.
7
CHAPTER – IV
MERCHANDISE PLANNING
"A systematic approach. It is aimed at maximising return on investment,
through planning sales and inventory in order to increase profitability. It does
this by maximising sales potential and minimising losses from mark - downs and
stock - outs."
It is a "systematic approach" in many ways. You need the systems to ensure that you
have the right people, the right processes and the right computerised support. Without
the people and processes you will get nowhere. The software available is merely an
enabler - the final piece of a jigsaw.
It is "aimed at maximising return on investment", but where is this investment made?
Most obviously we are talking about a financial outlay in stock, but less evidently
there is also considerable financial investment in retail space, people and corporate
infrastructure. Again, whilst financial investment is the most obvious type, we should
not overlook the "opportunity cost" of the investment in time that is required by
planning.
We achieve the goals "through planning sales and inventory". These two elements are
inextricably linked and finding an optimum balance is the key to retail success. We
are doing more here, though, than merely calculating a purchase quantity. We need to
balance carefully the requirement to support sales with the constraints and tensions
imposed by store layouts and warehousing and transportation issues.
We put the effort into Merchandise Planning "in order to increase profitability".
Profitability is the key driver of most businesses. Effective merchandise planning
delivers margin increases directly to the bottom line. We achieve the increase in
profitability "by maximising sales potential and minimising losses from mark - downs
8
and stock - outs". There are two major areas of profit leakage in retail. Firstly lost
sales resulting from lack of stock and secondly forced margin reductions due to
excessive stock.
How Does Merchandise Planning Fit Within The Business?
Merchandise Planning systems should be the vehicles for tactical implementation of
an integrated strategic vision.
In order to be able to control the business, the directors will define the Critical
Success Factors (C.S.F.s) of the business. Achievement against these will be
measured using Key Performance Indicators (K.P.I.s). A K.P.I. is a measure, which,
if achieved or exceeded, means, in turn, that a critical success factor is being
achieved. These K.P.I.s will typically be a part of high level plans that provide
strategic direction over a period of several years.
In order for these high level plans to be implemented we need to turn them into
functionally based plans that can in turn be translated into concrete action. There may,
for example, be a C.S.F. of increasing bottom line profitability by 5%. This may be
translated into the setting of K.P.I.s in several discrete areas such as Human
Resources, Property Management and Merchandising.
Within Merchandising this goal might result in several K.P.I.s being set relating to
targets for buying-in margin, stock-holding levels and mark-down percentages. The
implementation and monitoring of a plan to meet these success factors will hopefully
result in the eventual purchase by a customer of a specific item in a store. If
measurement of the relevant K.P.I.s indicates that the success factors are being
achieved, then the plan has been successfully implemented. If not then urgent tactical
action may be required. This is why a plan must be seen as a living entity and not
something that is done once and discarded until the variances are discovered at the
end of the selling season.
Understanding this strategic framework leads us to a clearer definition of what the
processes are and how they must fit in with the company's overall processes.
9
Merchandise Planning needs to span the activities between setting long term , high
level goals for sales, margin and investment for the business, right down to the
allocation of space within an individual store for a defined S.K.U.. At each stage of
the planning process the high level goals are tested and inputs from functional
management enrich the detailed versions. Gaps are analysed and variances are
explained or reconciled.
The end result of the planning process should be a detailed set of targets (e.g. a
purchase order budget) and instructions (e.g. a planogram) that can be reconciled with
the original corporate targets, with any divergences being clearly explicable. These
plans may be numeric (an Open to Buy) or graphical (the results of range creation
collage software like that from Fashionyield, or space planning software like
Spaceman) It is equally important to realise what they are NOT. Merchandise
Planning is not a transactional process. Thus, setting a purchase order budget within
an Open to Buy system IS merchandise planning. Creating a purchase order is not.
Deciding how a certain line may be ranged and testing an allocation pattern is
planning. Creating the actual allocation is not.
Merchandise planning is a strategic process. As such we need to create systems that
lead us seamlessly and in an integrated way from top level strategy to tactical action.
In creating a holistic system it is helpful to realise that we can split the planning
process into five logical sections
• Review
• Merchandise planning
• Range planning
• Assortment planning
• Space planning
Review
The review process consists of two separate activities. Firstly we carry out a Pre-
Season Review of performance history to identify opportunities and problems.
10
Secondly we "normalise" it. Normalisation is the process of looking at history and
ironing out the "bumps" to make it useful as a basis for planning.
Merchandise Planning
The first element in the merchandise plan is the Strategic Plan. This is normally high
level, with perhaps a five year timescale. It is used to set the critical success factors
for merchandising in terms of sales, margins & stocks. Next we would create a
Channel Sales Budget. This would allow us to take into account the effect of new
channels, new stores, closures and refits. Once complete we would create a Category
Level Margin Plan. Here we are creating a weekly version of the strategic plan at
category level for sales, margins and markdowns.
We are now starting to get input from the individual merchandisers, and gap analysis
between these plans and the strategic plan will ensure that we stay on course. At the
same level we create a Category Level Weekly Sales, Stock & Intake Plan. It is here
that we create our Open to Buy, normally the first significant win in the
implementation of a planning system. These category level plans create the box
within which the range plan will be created
Range Planning
We begin here with the Assortment Plan. In this plan we break down the goals of the
merchandise plan into specific lines, or sometimes SKUs. The system should be
capable of extending the results so that we can see the effect on overall margin mix,
for example, of a change in cost price of an item.
Once the assortment plan is underway we can start Distribution Planning. The lines
that we plan are here given a distribution profile. From this we should be able to see
both which stores a line is ranged to, and which lines a given store will receive. The
link between available physical space and ranging done here is a key determinant of
merchandise performance.
In the ideal world we would now create a Line Level Weekly Sales, Stock & Intake
Plan This would be the category level W.S.S.I., broken down by line to provide a
detailed forecast of sales and stock requirements. However, volume & time
constraints means that this may be for key items only.
11
At a basic level this provides us with the means to monitor and react to consumer
demand. At a more sophisticated level this provides us with the hard currency that can
make efficient consumer response systems function effectively. The advent of e-
commerce is going to increase the value and importance of line level forecasts shared
with our suppliers.
There is another sort of assortment plan emerging now. This is the Graphical Range
Plan. This sort of plan moves out of the purely numeric type of planning that has been
used up until now and starts to allow the range to be put together in a visual way.
Typically digitally stored images are manipulated into collage type storyboards.
Assortment planning
Implementing an effective assortment planning process may be the key to offering the
right products to the right customers.
The old adage, the right product, the right place, at the right time, still holds true in
today's retail marketplace, but with one important change. Retailers - whether
traditional, e-commerce or bricks-and-clicks - must have a compelling selection of
merchandise for the right customer as well. To determine the best course of action for
reaching the right customers, it is important to examine one of the most important
factors that impacts the merchandising process: Assortment planning.
Assortment planning - which involves asking questions such as: Which product? How
much of it? What colors? What sizes? Where to place it? Who is the target customer?
and so forth - although it directly affects product selection, price, timing and micro-
merchandising, has traditionally been de-emphasized due to hectic retail schedules.
Extinguishing delivery fires and meeting marketing and financial planning obligations
use valuable time, forcing companies to take the easy approach to merchandising:
repeating assortment breadth and depth from previous seasons, creating store
assortments based on store volume and ranking items by sales volume alone.
12
Yet, to attract the right customer in today's increasingly competitive environment,
assortment planning must focus on creating appropriate product breadth and depth
based on the customer's desires and shopping patterns, taking into account lifestyles,
climates and trends. Furthermore, assortment planning must present a compelling mix
of products to illustrate the company's strategic vision.
Benefits of Effective Assortment Planning
The primary benefits of effective assortment planning fall into two categories:
financial impact and personal impact.
* The financial impact is a result of matching product assortment with market
potential, while aligning inventory to sales. This leads to increased sales,
fewer mark-downs and improved margins. In turn, these factors dramatically
impact profit and shareholder value.
* The personal impact of effective assortment planning is improved employee
morale and overall efficiency. Increased store collaboration, buying and
planning groups, more complete analytical information, clearly defined roles
and responsibilities, and a detailed plan of action all work together proactively
for this improvement.
Assortment planning breaks the Merchandise Plan down into the components that
enable the planner to address customer preference and need. These components are
product attributes, styles, colors, and SKUs. By addressing these components, the
assortment plan becomes the transition to the customer by way of the store.
In developing a good assortment plan, the retailer hopes to:
• Manage inventory while addressing customer need and demand
• Develop a complete range of merchandise for presentation
• Enhance and maintain the company philosophy and image
• Support and execute the overall merchandising strategy
• Integrate with other planning processes, such as merchandise allocation
13
The assortment plan, then, provides the most effective way to balance the presentation
of merchandise to the customer. The properly assorted presentation ensures enough
selection without overstocking and strikes the right balance between breadth (e.g.
number of styles) and depth (quantity of each style). In addition, the good assortment
plan considers seasonality, to provide the right merchandise flow.
Because assortment planning addresses the most detailed element of merchandising to
the customer - the items for sale - the process is often very detailed and time
consuming.
Space Planning
Space planning systems can be split into two types - numeric and visual. Numeric
planning systems simply allow users to take account of space available and to
calculate ratios like return on space. Visual systems allow users to create 3
dimensional walk-through models of the stores and to preview the look of a store once
ranging decisions have been made.
Factors to Consider in Product Selection
Choosing a product for your retail store to sell may very well be the most difficult
decision you will need to make when starting a retail business. The choices are
limitless and the task may be overwhelming at first. Not only should there be a
demand for your products, but it must be profitable and something you enjoy selling.
Before you commit to a product or product line, consider the following factors while
deciding what products to sell.
Marketability
Let's face it, it won't matter what products you sell if your customers aren't buying.
Before considering what product to sell, determine what market you want to sell to.
Once you know what kind of customer you want, then you'll be able to determine
their needs.
14
If your products only appeal greatly to some people, it may not be enough to sustain a
business. Your product selection doesn't have to appeal to all of the population but it
should be something you can convince a large percentage of shoppers they need.
Profit Margin
Selling big ticket items is generally more profitable, but can require more credibility
to sell. When you look at the price of the product, don't forget to calculate direct and
indirect costs (like overhead) of selling your goods. If you think you can sell 50
widgets a day for $1.00 each and the widget cost you $.50 each, it may look like you
have a profit of $25 per day. But when you learn your overhead expenses average $20
per day, you may find your profit isn't sufficient even though sales are good. The best
selling products won't ever earn any real money if your margin is too small.
Consumable
Choose a product with recurring sales value. A consumable item that needs to be
replaced on a regular basis is one way a retailer can establish long term sales. By
establishing a customer base with recurring products, customers will continue to come
back to you to buy more as they use up the products. Additionally, satisfied customers
are more open to recommendations for related products.
What's Popular?
When it comes to selecting products to sell based on what's popular, timing is
extremely important. New trends and products can be a great boost to your business
but you'll need to be at the beginning of the product lifecycle in order to be successful.
Learning to pick a hot product before it becomes hot is a valuable skill that comes
from knowing your market.
Competition
Competition is healthy and there are ways other than volume and price a smaller store
can compete with larger retailers. On the other hand, the more unique the product, the
less chance of competition.
15
Private Label
One way to guarantee having a truly unique product line is to make the item yourself.
Another way is to partner with a small business that makes a product you would enjoy
selling. Also consider private label products which will allow you to brand an item
made by another person.
Quality
When deciding which products to sell in your store, ask yourself the following
question. Is this product something I would give my dearest friend? If not, you may
want to keep looking. Product quality is extremely important when your reputation is
on the line.
Diversity
Keep your product offering simple in the beginning. If your product line is narrow
and focused, then your marketing efforts can be just as tightly focused, which will
bring you the best results for your marketing dollars. As your business grows, so can
your product line as long as you keep new products compatible with the type of
business, your location and your market.
The key to having a successful business is to know your products and to believe in the
merchandise that you are selling. If you do not believe in the product yourself, then
you probably won't be successful at selling it. Keep brainstorming and you'll find a
product or product line that meets both the needs of your target market and your own
ability to locate it, purchase it and resell it.
16
CHAPTER – V
RESEARCH METHODOLOGY
The data for this study was obtained through Primary & Secondary sources.
Primary sources include:
o Direct interaction with the customers :-
For knowing the purchasing habits and preferences.
o Direct interaction with shopkeepers
• To find out the product assortment at their stores & the effect of the
entry of organized retail outlets in their respective catchments on their business.
Secondary data was collected through company records.
17
RESEARCH DESIGN
Data collection
Data for this study is obtained from Primary & Secondary sources. Primary sources
include observation, market surveys and interviews. Secondary data has been
collected through company records.
Research Design
The research conducted was both observatory and descriptive in nature. The
data was collected basically through a field survey using observation. The
research design employed was descriptive research, as it was most suitable.
Sampling size
40-50 stores were surveyed in each catchment area.
Data source
• Primary data
The primary data was collected through observation and survey in competitor
retailer stores in the segmented area prescribed by our leading manager, we
carried with us the 3,500 SKU list which reliance fresh stocks along with
informal interviews with the company personnel. Much of the information was
collected this way.
18
The main aim of selecting the primary source is that it is necessary to know the
current relevant data and information of retailers and consumers and also to
know about the changing preferences and expectations of the consumers.
• Secondary data
The secondary data was collected from Reliance Industries documents especially the
3,500 SKU list and other internet resources. The secondary data was also collected
with the help of News paper and Journals.
19
CHAPTER – VI
ANALYSIS AND FINDINGS
Every week we were assigned a particular location in Delhi and NCR. We used to go
the location and conduct a market survey for some 40-50 kirana stores, confectionery
shops, bakeries, and some organized retail stores with the aim to find out most
preferred or most sold SKUs (or brands) in those locations. The report, then, was
submitted to the management which helped them plan the SKU’s to be kept in the
Reliance Fresh outlets in the particular catchments. The total number of catchments
covered was 8, and the products were categorized as business units under the
following heads:
S.No. Business Unit1 Apparel and Luggage2 Equipment3 Automotive4 Non Food5 Food6 Footwear7 Furnishing and Décor8 CDIT9 Home10 Lifestyle11 Pharma
Analysis & findings hereby follow:
20
Location I:
NIT 5, Faridabad, Haryana
Market Overview:
1. Consumers range from lower middle to middle class to price conscious
consumers.
2. Small stores lack proper infrastructure
3. Lack of variety in branded items and exhibit haphazard display.
4. Food category dominated by local unbranded items eg: flour, loose
pulses, rice, namkeens etc.
5. Non-Food market relatively scarce
6. Lot of popular brands absent.
7. Lower price brands more popular.
8. Malls include:
Eldeco group's Station One
Mall Manhattan
Eros Group's EF3
E Square
New branded retail store coming up, adjacent to Reliance Fresh,
named '6 to 11'.
Customer feedback for kirana stores
1. They feel that the kirana stores are fulfilling their needs and have an
edge over the retail stores as they extend credit facilities, home delivery and the
customers have a long standing relationship with the consumers.
2. Kirana stores are experiencing a slight decrease in sales due to entry of
the organized retail outlets.
21
For Reliance Fresh
1. They like the ambience and the service provided by the personnel while
shopping; in addition they were happy as they were provided the facilities of
drinking water and washrooms not matched by any of the small retail stores.
2. Some people feel that most of the schemes are not very beneficial as they
get almost the same amount of discount in the kirana and provisional stores.
Summary of SKUs for Business Units after a survey of 42 retail shops in
vicinity of Reliance Fresh, Faridabad, Delhi
S.No. Business Unit No. of SKUs
Not in any
Reliance SKUs list1 Non Food 225 302 Food 2025 307
Total 2240 337
0
500
1000
1500
2000
2500
Non-Food Food
No. Of SKUs
Not in any Reliance SKUs List
22
List of SKU’s preferred in Faridabad, but not present in the original list of 3,500
SKU’s prepared by Reliance Retail Ltd.
Food Non-Food
Shri Sai Bhog AttaDucks Waffy
biscuits strawberry
V-John Shaving
Cream
Nippo AA size
batteryAjanta Baking
Powder
Ducks Waffy
choco biscuits
Hari Darshan
Aggarbatti
Shakti AA size
Battery
Jindal Blended oilDucks waffy
vanillaMadhusudan Ghee
Wills classic ultra
mild cigarettes
Coca Cola 300ml Doaba Ghee 5kg Joe AggarbattiWills classic Mild
cigarettes
Pepsi 300mlParas 1 ltr, mineral
waterAxe Deo
Drainex Pipe
Unblocker
Thumsup Cobra DeoSuper Max Shaving
Blade
Competitor Analysis
The following stores have the largest stocking of different SKUs in foods
category which present a serious competition to Reliance Retail in Faridabad
Area.
S.No. Store Name No. Of SKUs1 Mangla Provision Store 4702 Bajrang Kirana 3473 Kataria Gen. Store 3344 Jindal Store 3305 Bhagat Gen. Store 309
23
Mangala Provision Store
Bajrang Kirana
Kataria General Store
Jindal Store
Bhagatt Genral Store
Mangala Provision Store Bajrang Kirana Kataria General Store Jindal Store Bhagatt Genral Store
`
24
Location II:
Uttam Nagar, New Delhi
Market Overview
1. Consumers range from lower middle to middle class to price conscious
consumers.
2. Stores provide all essential commodities, with an emphasis on food items.
They however lack proper infrastructure, and exhibit haphazard display.
3. Presence of essential commodities with emphasis on food items.
4. Small stores cover most of the popular branded food items but lack in variety.
5. Popularity of local brands in the category of namkeens and biscuits.
6. Lower price brands more popular.
7. Market was dominated by wholesale shops.
8. It was surprising to find that the dairies and bakeries stocked an assortment of
kirana items.
9. Other retailing giants include Big Apple & Subhisksha
Customer feedback for kirana stores
1. They feel that the kirana stores should stock the essential items, due to
which customers are drawn towards the organized retail outlets.
2. Long standing relationships with customers relevant and valued.
For Reliance Fresh
1. Presence of essential commodities is appreciated,
2. The ambience gives them a wholesome shopping experience.
3. More schemes should be introduced.
25
Summary of SKUs for Business Units after a survey of 42 retail shops in
vicinity of Reliance Fresh, Uttam Nagar, Delhi
S.No. Business Unit No. of SKUs
Not in any
Reliance SKUs list1 Non Food 319 462 Food 1942 335
Total 2261 381
0
500
1000
1500
2000
Non-Food Food
No. Of SKUs
Not in any Reliance SKUs List
List of SKU’s preferred in Uttam Nagar, but not present in the original list of
3,500 SKU’s prepared by Reliance Retail Ltd.
Food Non-Food
Hathi Brand Atta Fun Flips Cycle agarbatti 20 stick Ship matches
Gokul flour mills Nat-Khat Haridarshan 20 sticks aggarbati Home matches
Sai brand Crax Nippo Alkaline AA Battery Vi-John
Gowardhan flour mills
Coca Cola 300 ml bottle
Sony AA size pack of 4 Navy Cut regular
Parle Poppins Harvest Gold bread Wills classic regular cigarettes Red and White
Satmola Perfect breadWills classic mild
Vicco toothpaste 100gm
Coffee Bite Uttam Sugar 1 kg Wills classic ultra Milds Ghadi detergent
Vicks Modi Sugar 1 kg
26
Raj Hans brand atta Pepsi 300 ml bottle
Rose Brand Thums Up 300 ml bottle
Chlormint Anmol Yummy 75 gm
Hajmola Candy Jindal oil 1 litre
Competitor Analysis:
Following stores have the largest stocking of different SKU's in foods category
which present a serious competition to Reliance retail in Uttam Nagar catchment
area.
S.no Store name No. of SKU's1 Big Apple 15432 Subhiksha 13473 Saraswati 12974 Arora Gen. Store 12855 Khandelwal Store 12306 Aggarwal Traders 969
Subhiksha
Saraswati
Arora Gen StoreKhandelwal Store
Aggarwal Traders
Big Apple
Subhiksha Saraswati Arora Gen Store Khandelwal Store Aggarwal Traders Big Apple
`
Location III
Welcome, Seelampur
Market Overview
27
1. Consumers range from lower middle to price conscious consumers.
2. Stores predominantly provide food FMCG items. They however lack proper
infrastructure, and exhibit haphazard display.
3. There is a sabzi mandi closeby, which suffices the FNV demands of
customers, resulting in less people coming to retail stores for food items
4. Popularity of local brands in the category of food FMCG.
5. Lack of variety in non-food FMCG products
6. Lower price brands more popular.
7. Market dominated by kirana stores.
8. Organized retail outlets scarce.
Customer feedback for kirana stores
Kirana stores should stock more non-food FMCG products.
For Reliance Fresh
1. More variety in food & non-food items is appreciated.
2. The ambience gives them a total shopping experience.
3. Customer loyalty programmes are very popular.
Summary of SKUs for Business Units after a survey of 48 retail shops in
vicinity of Reliance Fresh, Welcome, Delhi
S.No. Business Unit No. of SKUs
Not in any Reliance
SKUs list1 Non Food 326 51
28
2 Food 2006 435Total 2332 486
0
500
1000
1500
2000
2500
Non-Food Food
No. Of SKUs
Not in any Reliance SKUs List
List Of SKU’s preferred in Seelampur but not present in the original list of 3,500
SKU’s prepared by Reliance Retail Ltd.
Food Non-FoodMango sip 200 ml
juice Nat-Khat Snacks
Cycle agarbatti 20
stick Ship matches
Ashoka loose atta Crax Snacks
Haridarshan 20 sticks
aggarbati Home matchesPostman 1 litre
edible Oil Amul Chocolates
Nippo Alkaline AA
Battery Vi-John
Chloromint Candy Jindal Oil 1Ltr
Sony AA size pack of
4 Navy Cut regular
Satmola Candy Baba Mustard Oil Wills classic regular Red and WhiteNilons mango pickle
300 gm
Baba Mustard Oil
500ml Wills classic mild
Vicco toothpaste
100gm
Fun Flips Snacks Shahji mixture
Wills classic ultra
Milds Ghadi detergentBaba mustard oil
500ml
Competitor Analysis
Following Stores have the largest stocking of different SKU's in Foods category,
which pose a serious competition to Reliance Fresh in Subash Nagar catchment Area.
29
S.No Store Name No. of SKU's1 Man Moti Store 3412 Prem General store 2563 Singh General Store 2414 Mahesh Store 2335 Satya Prakash & Sons 230
Man Moti Store
Prem General Store
Singh General Store
Mahesh Store
Satya Prakash & Sons
Man Moti Store Prem General Store Singh General Store Mahesh Store Satya Prakash & Sons
`
Location IV
Subhash Nagar, New Delhi
Market Overview
1. Consumers ranging from lower middle to middle class.
2. Consumers more utility conscious than just price conscious.
3. Presence of essential commodities with emphasis on food items.
4. Covering most of the popular branded food items but lack of variety in
them.
5. Large number of small & medium retail shops.
6. Dairies and bakeries in plenty.
30
Customer feedback for kirana stores
1. Kirana stores should stock more variety in non-food FMCG products.
2. Long standing relationships with customers relevant and valued.
Customer feedback for Reliance Fresh
1. Variety in popular branded food items appreciated.
2. The ambience gives them a wholesome shopping experience.
Summary of SKUs for business Units after survey of 38 Retail Shops in the
vicinity of Reliance Fresh Store, Subhash Nagar, New Delhi
S.No. Business Unit No. of SKU’s
Not in any Reliance
SKU’s list1 Apparel and Luggage 83 632 Non Food 225 223 Food 391 26
TOTAL 699 111
050
100150200250300350400
Apparel &Luggage
Non-Food Food
No. Of SKUs
Not in any Reliance SKUs List
List of major SKU’s preferred in Subash Nagar but not present in the
original lists of 3,500 SKU’s prepared by Reliance Retail Ltd.
FOOD NON-FOODBrick Article Description Brick Article DescriptionAtta
Shakti Bhog looseAir fresheners/deodorisers
(non powered)Garden fresh 200ml spray
Fibre rich loose Agarbatti Shubhmangalam (20 sticks
31
box)
Basmati rice
Lal quila loose Haridarshan(10 sticks box)Aashirwad 10 kg Baby feeding bottles Johnson & johnson 250ml
Anmol 5 kg Battery Nippo(aa size)Amanat basmati 10kg
CigarettesWills (10 pcs) large
Besan Hatthi besan 1 kg Gold flake (10 pcs) large
Blended oilSweekar 5l Classic (10 pcs)Sweekar 1l Shaving accessories Godrej shaving brush
Bubble gums Big bubbleHousehold disinfectants
Rocky phenol (local)
500ml
CandiesCloro mint 50 ps. Trishul 500ml
Coffee bite Genda phenol 500mlLocal/ unbranded Laundry detergents 555 bar
Ghee Anmol ghee 500 ml Oral care aids (0n powered) Classic soft (med.size)Core biscuits Anmol 50gm
Matches
Home lite rs.5 boxDates Loose unbranded Haathi (Rs.0.50 box)
EggRegular white shell
eggs
Smart Lite(Local)(Re.0.50
box)Maida Local/Unbranded Pipe unblockers Kiwi Drainex 50gm pp
Mouth fresheners Paas-Paas Shaving blades Vijay (10 pcs)
Competitor Analysis
Following Stores have the largest stocking of different SKU's in Foods category,
which pose a serious competition to Reliance Fresh in Subash Nagar catchment Area.
S.No Store Name No. of SKU's1 Subhiksha 3632 Goel store 3663 Vishal store 3634 Manocha store 3615 Om Prakash & Sons 239
32
Subhiksha
Goel Store
Vishal Store
Manocha Store
Om Prakash & Sons
Subhiksha Goel Store Vishal Store Manocha Store Om Prakash & Sons
`
Location V:
Gandhi Nagar, Delhi
Market Overview
1. Consumers range from lower middle to price conscious consumers.
2. Stores predominantly provide food FMCG items. They however lack proper
infrastructure, and exhibit haphazard display.
3. Popularity of local brands in the category of food FMCG.
4. Lack of variety in non-food FMCG products
5. Lower price brands more popular.
6. Market dominated by kirana stores.
7. Slump market conditions.
8. Organized retail outlets absent.
9. Dairies & chemists in plenty.
Customer feedback for kirana stores
33
1. Kirana stores should stock a variety of essential items, absence of which
draws customers towards the organized retail outlets.
Customer feedback for Reliance Fresh
1. More variety in food & non-food items is appreciated.
2. The ambience gives them a total shopping experience.
3. Some people feel that most of the schemes are not very beneficial as they
get almost the same amount of discount in the kirana and provisional stores.
Summary of SKUs for business Units after survey of 32 Retail Shops in the vicinity
of Reliance Fresh Store, Gandhi Nagar, Delhi
S.No. Business Unit
No. of SKUs
present in the list
Not in any Reliance
SKUs list1 Equipment 6 42 FMCG-Non Food 391 133 Food 825 1424 Pharma 51 0
Total 1273 159
0
200
400
600
800
1000
Equipment Non-Food Food Pharma
No. Of SKUs
Not in any Reliance SKUs List
List of major SKU’s preferred in Gandhi Nagar but not present in the
original lists of 3,500 SKU’s prepared by Reliance Retail Ltd.
FOOD
34
Brick Article Description Brick Article Description
Noodles
Mayos Himalya
Snacks
Core biscuits
AnmolLocal Golmol
100 % juiceFrugo apple Funfill orangeFrugo mix apple Funfill creamTuk 3 Funfill strawberry
Atta
Apna bhog
(unbranded)
Core Biscuits
CoconuttyGreen Soy atta Smackles
BesanAhaar 500gm Anmol-gAahar 1kg Choco bite
Blended oil Jindal oil 1litre DonBlock chocolates Amul chocolate Cheese cracker
Candies and
bubble gum
Nutune gulkand box Spigadora crackers
Pan pasand box Wheat man cookiesCheese spread Milk Man Wheatman milk suji toast
Chocolates Amul Milk ChocolateDry bakery cookies
NottyChutneys Renia Maini Eaton
Cooked ghee Gopal Jee Ghee 1 kgEnergy drinks
EnergiserDahi Unbranded Dahi Power horse
Dessert ready
mixes
Jodhpuri moong dal
halwaHoney
Mehsons honeyAwadhi badam halwa
Jellies
Weikfeild orangeBombay halwa mix
local Weikfeild strawberryBasundi mix
MaidaPost man 500gm
Gits rabri mix Post man 1kgGits phirni mix Unbranded maidaGits kaleva Mineral water Volga
Flavoured milk
Gopal elaichi Mozzarella cheese Chaudhary cheeseGopal soft kesar
elaichiMurmurre
Local brandGopal pista badam
Mustard oilMoti mustard oil
Gopal butterscotch Hardil mustard oilFresh cream cake Perfect
Moong dal
Golden sabut 500gmGhee Vasudev 500ml Golden moong sabut1 kg
Herbs spices Origano Organic dals unbranded
Other dry fruits Grade group kaju
Kanodia brand mustard oil
1 litre,2 litre,20 litreGrade group pista Ready to serve (RTS) Ricela 1litreGrade group acrot Rusks & baked biscuits Veer jee rusk
Other flours
Smith & Jones Corn
floursSMP
100 gm skimed milk
powder poly pouchOther sauces Chings green chilli Soya milk Godrej-sofit
35
Pickles
Pacranga Carrot
Pickle
Soya nuggets
Soy dayAchar Pachranga Ahaar soya granules
Raw Rice
Doon Mini Dubar 5
kg Nutrela Doon Mini Dubar 10
kg Savour nutriUnbranded Rice
Type1
Spices - others
Dabur garlicUnbranded
Hyderabadi Pulao Dabur gingerUnbranded Standard
Rice Dabur garlic gingerVeetee rice Home made masala
Sugar Shagun 5 kg.
Smith jones fish curry
paste Tea packed leaf CTC Leaf Tea Whole Wheat Bread Harvest Gold
EQUIPMENTSBlood pressure monitor Sphygmomameter
First aid–accessories Chi Swing IBPFirst aid-ice/heated pack J&J forehead hot & cold pad
Thermometers Digital thermometer Mt 301-IBP
NON-FOODBrick Article Description
Baby diapers (disposable) Teddy SML 5 pcs
Cigarettes
Wills Navy Cut Light 10pcs. LargeGold Flake 10 pcs. LargeHawda bidis 10pcs. LargeFlake 10pcs. LargeFour square 10pcs. LargeIndia Kings 10pcs. LargeWills Classic 10pcs. Large
Dental cleansing Vicco 100gm
36
Hair colour Neha mehendi 100gmLaundry detergents Ghadi detergent powder 200gm
Matches Home liteShaving preparations Vi-john
Competitor Analysis
Following Stores have the largest stocking of different SKU's in Foods category,
which pose a serious competition to Reliance Fresh in the Gandhi Nagar catchment
Area
S.No Store Name No. of SKU's1 Venus Store 3362 Mahaveer General Store 3363 Uttam General Store 3354 Ramesh Store 3265 Bhola Shanker Namkeen Bhandar 321
Venus Store
Mahaveer General Store
Uttam General Store
Ramesh Store
Bhola Shanker Namkeen Bhandar
Venus Store Mahaveer General Store Uttam General Store
Ramesh Store Bhola Shanker Namkeen Bhandar
`
37
Location VI:
Khandsa Road (Near Anaaj Mandi), Gurgaon
Market overview:
1. Majority of population belongs to middle and upper middle group.
2. Highly commercial market.
3. Local/unbranded products are more popular.
4. Presence of large number of retail giants in the vicinity.
5. Wholesale transactions predominant.
6. Kirana stores scarce.
7. Wholesalers sell to retailers
8. There is a food grain market close by, which suffices the demands of
customers living around, resulting in lesser people coming to retail stores for
food items.
38
Customer feedback for Reliance Fresh
1. More variety in food & non-food items is appreciated.
2. The ambience gives them a total shopping experience.
Summary of SKUs for business Units after survey of 38 Retail Shops in the vicinity
of Reliance Fresh Store, 422/18, Khandsa Road (Near Anaaj Mandi), Gurgaon.
S.No. Business UnitNo. of
SKUs
SKUs not found
in any list4 Non Food 429 705 Food 828 369 Home 50 43
10 Lifestyle 59 1511 Pharma 31 3
Total 1397 167
0
200
400
600
800
1000
Non-Food Food Home Lifestyle Pharma
No. Of SKUs
Not in any Reliance SKUs List
List of major SKU’s preferred in Khandsa Road but not present in the original list of
3,500 SKU’s prepared by Reliance Retail Ltd.
FOODBrick Article Description
100 % juice
Real TwistHaldiramFresh goldMishrambu
Cow Milk GaganDahi Loose
GheeAnmolVita
Jaggery LooseJellies Kissan
Mineral water bisleri mountain water
39
Mouth fresheners Passpass
Whole
Harvest Burger Bread Buns
225 gmHarvest Bread Healthy Whole
Wheat Bread 400 gmHarvest Bread Soften French
Bread 250 gm
NON-FOOD
Brick
Article
Description Brick
Article
DescriptionAfter Shave Care Vi-john
Cigarettes
Wills
Air fresheners/Deodorisers
(non powered)
Haridarshan
agarbatti Gold flakeHaridarshan
dhoop ScissorsLotus Benson & hedgesMysore sandal 555 patakaPremium Four squareTaj Kartoos
Goodlook Cleansing/Washing/Personal
Fair & lovely 75
gm.Cycle Joy 75 gm.
Antiperspirants/deodorants Axe 100mlCotton wool products
J & J Ear buds
75pcs.Playboy 125 ml Dental cleansing Vicco PowderMTV 125 ml
Facial tissue/handkerchiefs
(disposable)
BiotiqueBaby feeding bottles Bonny Beeta
BatteryNippo JollyBpl All day wipesEnergizer General/Personal
hygiene/Other
Daffodils
Bleach Ala bleach S R foilsLaundry detergents Ghadi 1kg pwd
Hair colour
Colormate
Oral care/aids (non
powered)
Classic tooth
brush Moon starAquafresh tooth
brush Black rosePipe unblockers Drainex Hair shampoo Sunny 100 ml.Shaving blades 555 blades Hair styling (non powered) Simco
Vijaya blade Lomani
40
Vidut blade
Hair care products other
Rahat roohShaving Razors
Disposable (non powered) Vidyut Cantheridin
Shaving preparations
Vi-john shaving
cream Household cleaning/care
aids
LocalEmami shaving
cream Fabler brightNivea shaving
creamHousehold disinfectants
LocalCobra shaving
cream
Skin drying powder
Boroft talcum
powder
Sun protection productsGarnier
Vaseline talcum
powder
Toilet cleaning products
Chand toilet
cleaner
Liril talcum
powder Sun toilet cleaner Z talcum powder Taj toilet cleaner Nivea
Toilet paperS R Toilet Roll
MatchesHome
Beeta Classic lite
HOMEBrick Article Description
Fridge bottle Fridge bottle - PearlpetJug MiltonFacial tissue (wet & dry) Beeta tissue box 100 sheet
LIFESTYLEBrick Article Description
Ball pens
CelloMontexReynoldsPentekPierre CardinParker
Combi kit6 water col CK/5
Wax crayon-pencil, notepadElastic bands Unbranded
ErasersFaber-castleApsara
Fragrances Fa Variants -175mlLip balm VaselineLip gloss Lipguard
SharpnersApsaraNataraj
41
PHARMABrick Article Description
Antacids/Indigestion/Flatulence Remedies Crorepati goliAntiseptics BorolineDietary Aids/Other Glucon - D 100 Gm
Competitor Analysis
Following stores have the largest stocking of different SKU's in foods category, which
pose a serious competition to Reliance Fresh in Khandsa Road catchment Area.
S.No Store Name No. of SKU's1 Today Store 6462 Tapodhani Store 6333 Jagdamba Store 5624 Hemant Store 5605 Needs Store 513
Today Store
Tapodhani Store
Jagdamba Store
Hemant Store
Needs Store
Today Store Tapodhani Store Jagdamba Store Hemant Store Needs Store
`
42
Location VII:
Zamroodpur, GK-1, New Delhi - 48
Market Overview
1. Plethora of markets with designer wear stores and modern retail outlets.
2. Greater Kailash hosts one of the busiest markets in New Delhi (The M-Block
market), which sells an assortment of products and commodities as well as
very good eateries.
3. There are life-style shops and restaurants like Mcdonalds, Pizza Hut, and two-
level Benetton and so on.
4. Wide range of inexpensive items from the roadside stalls.
5. Kirana stores less in number
6. Limited number of SKUs stocked at kirana stores.
43
Summary of SKUs for business Units after survey of 32 Retail Shops in the vicinity
of Reliance Fresh Store, Zamroodpur, GK-1, New Delhi - 48 (Near Lady Sriram
College)
S.No. Business Unit No. of SKUs
Not in any
Reliance SKUs
list1 Equipment 8 42 Non Food 353 533 Food 487 127
TOTAL 848 174
0
100
200
300
400
500
Equipment Non-Food Food
No. Of SKUs
Not in any Reliance SKUs List
List of major SKU’s preferred in Zamroodpur but not present in the original
lists of 3,500 SKU’s prepared by Reliance Retail Ltd.
FOOD
Brick
Article
DescriptionBrick
Article
Description
Atta Ashoka Loose Egg
Loose: regular
white shell eggs
Blended oil Jindal Oil 1 litre
Fruit based
(mango)Slice 300 ml btl
Block chocolates
Amul chocolate 50
gm.
Health supplements
others
Glucon-D orange
200 gm
CandiesHajmola candy re.
0.50 per pcsJams
Kissan mixed fruit
jam Rs.2 pouchCandies Chloromint Maida Loose maida
CandiesVijeta orange Re.
0.50 per pcs.Namkeens
Murmurre 50gm
(local)Chips Haldiram classic
chips 15g pp (rs.3)
Mustard oilBaba oil 1litre pet
Lays masala chips Baba oil 500ml pet
44
15g pp (Rs.5)
Clear
7 Up 300 ml bottle Baba oil 15litre tinSprite 300 ml bottle Baba oil 5litreMountain Dew 300 Hardil mustard oil
Limca 300 ml
bottleNamkeens
Duggar mikture
Colas
Coca-cola 300 ml
bottle Shahji mixture
Pepsi 300 ml bottle Noodles
Magic: Fry
noodles, ready to
eat 10gm packThums Up 300 ml
bottle
Other dals
Kala chana 1kg
CookiesKrown gold
cookies 100 gm pp Kala chana 500gm
Core Biscuits
Krown gold
premium biscuits
250 gm pp Malka red 500gmAnmol yummy
75gm Packaged water
Royal blue 500 ml
petAnmol-G 75gm pp Royal blue 1 lt pet
Britania Tiger
cream biscuits
165gm pp
Poha
Loose pohaP gold–Marie Lite
Biscuit 16 gm ppRava / sooji
Loose unbrandedUrad dal Loose urad dal
Raw rice
Loose rice type 1-4
100 % juice
Mango sip 200ml Loose sona masoori
Safal 200ml
Loose parmal
regular
Blended oil
Good health 5 litre Raw rice Loose standard rice
Nafed 5 litreSoda / mixers
Royal blue soda
500Candies Coffee bite Soya nuggets Nutrela
Loose candiesSpices - others
Dabur garlic ginger
paste
Nancy
Namkeens Bikaneer mix
namkeen 400 gmSolano re.0.50 per
pcs Bikaneer pouchVicks Crax-Mast mattar
45
10 gm pack
Chips
Chut kut
Haldiram Taka-Tak
15gm pack
Fun flips
Pooja all in one
150g pack
Golmaal
Pooja aloo bhujia
400g pack
Krackkur
Pooja chana chor
150 gm
Krishna
Pooja falhari
chiwda 150g pp
Lip chip
Pooja kashmiri mix
200g pack
Yellow's diamond
Pooja panchratan
mix 150g packHealth supplements Glucon-D Other dry fruits Batashe loose
Instant coffeeBru instant coffee
13gm sachet
Packaged
Amrit Taaza breadMineral water Kingfisher 1litre Golden bite bun
Mouth fresheners
RajdarbarFarmer's city fresh
max 400 gm bread
RajnigandhaLord's bite bread
200gm
Mustard oil
Balaji Packaged water Oxyizer 1ltr
Ashirwad 1lt
Rusks & baked
biscuits
Wah taj 350 gm
Spices – masala
Golden OK meat
Masala 100gm
Britania rusk 350
gm packMDH Garam
Masala 100gm Shaktimaan toastOK Garam Masala
100 gm pack Salt Surya 1kgSatmola Jaljira
pow. Re.1 sachet Tea packed leaf
Nova tea 100 gm
packLocal turmeric Ketchups Hilltop 500ml
Competitor Analysis
46
Following Stores have the largest stocking of different SKU's in Foods category, but
none of them pose much competition to Reliance Fresh in the Zamroodpur catchment
area as almost all of them are small retail shops having limited number of SKU’s.
S.No Store Name No. of SKU's1 Brij Lal Senjay Kumar 2992 Shiv Store 2763 Dinesh Store 2634 Sukda Store 2565 Vijay Store 249
Brij Lal Senjay Kumar
Shiv Store
Dinesh Store
Sukda Store
Vijay Store
Brij Lal Senjay Kumar Shiv Store Dinesh Store Sukda Store Vijay Store
`
Location VIII:
Majlis Park, Adarsh Nagar, New Delhi – 33
Market Overview:
47
1. Mix Population ranging from lower income group to higher middle income
group
2. HLL has an efficient distribution network in the area because of regular and
frequent visits of their sales men and Supervalue Stores
3. Presence of Retailors like Subhiksha and 6 Ten in the vicinity. Big Bazar and
Big Apple are in negotiations with many people regarding site for opening
their outlets
4. Majority of the stores had large number of SKUs
5. Almost whole population in the area feel that big organised retailers like
Reliance, Subiksha, Big Apple etc. are operating in loss, as they aim at
eliminating small unorganised retailers
6. Nearby there is Azadpur Mandi which results in less people coming to Retail
Stores for Food items.
Summary of SKUs for business Units after survey of 35 Retail Shops in the
vicinity of Reliance Fresh Store, Majlis Park, Adarsh Nagar, New Delhi-33 (Near
NDPL office)
S.No. Business Unit No. of SKUs
Not in any
Reliance SKUs list2 Equipment 15 44 Non Food 353 325 Food 734 119
Total 1102 155
0
200
400
600
800
Non-Food Food Equipment
No. Of SKUs
Not in any Reliance SKUs List
List of major SKU’s preferred in Adarsh Nagar but not present in the original
lists of 3,500 SKU’s prepared by Reliance Retail Ltd.
48
FoodBrick Article description Brick Article description
100 % juice Tuk 3 (1litre) orange Ghee
Madhusudan 5 litre
jar
AttaAshoka loose
Health supplements
others
Glucon-D orange 200
gm Apna bhog loose Jaggery Jaggery (Gur) looseSafal loose atta Maida Loose Maida
Blended oil Jindal oil 1 litMustard oil
Tez mustard oil
500mlBlock
chocolates Amul chocolate
kanodia brand
mustard oil 1ltr,2ltr
Candies
Hajmola candy
re.0.50 each
Namkeens
Bombay Chana 200
gm pack (Local)Mango mood
re.0.50 each
Shahji Mixture 250
gm (Local)Pan pasand re.0.50
each
Sanskriti Mixture
(Local)
Channa dal
Chana dal regular
500gm Other flours
Gopaljee Dalia
500gm pack
Chana dal 2 kgPickles
Mothers Madras
Onion Pickle 400gmCheese spread Milk man Salted biscuits Time Pass 150 gm
Chocolates Amul milk chocolateSoya nuggets
Nutrela 200 gm Core biscuits Golmol 100gm Loose
Cream biscuitsFunfill orange cream
100gm
Spices - others
Dabur garlic paste
50gm
Instant
powders
Gopaljee milkshake
pwdr kulfi flavour
200gm
Dabur ginger paste
50 gm.Goaljee milkshake
pwdr strawberry
flavour 200gm
Dabur garlic ginger
paste 150gmGopaljee badam
shake powder
200gm
Homemade masala
200gm tp
Cream biscuitsAnmol yummy
75gm pp Tea bags Brooke bondInstant
powders
Gopaljee thandai
powder 200gm100 % juice
Safal orange juice
250ml
49
Core biscuits Anmol-g 75gm ppSpices - powder
Shyam jeera pwd 100
gm cbdCow ghee Paras cow ghee 1ltr Salt Divya salt 1kg pp
Dahi Loose dahiCookies
Parle may fair mini
butter cookies 20g pp
EggRegular white shell
fresh eggs loose
Parle may fair butter
cookies 70g pp
Flavoured
milk
Gopaljee elaichi
flavour 200ml
Core biscuits
Dip trix biscuit (free
spiderman mask) 18g
ppGopaljee kesar
200ml Bubble gums
Boomer jelly mango
100pcs boxGopaljee pista
badam 200ml
Boomer jelly
watermelon 100pcsGopaljee
butterscotch 200mlCandies
Parle kaccha mango
bite re.0.50 eachNutune gulkand box
50 gm.
Candies
Bonkers chews
re.0.50 each
KetchupsDabur homemade
tomato puree 200g
Bonkers chews stick
Rs.5 each
Chips
Funflips 35g pp
Cadbury's mr. Pop
lollypop (55gx55pcs)
box
Chips Haldiram's
Whoopies 11g pack
Cream biscuits
Anmol Lemon Maza
Cream Biscuits 250g
pp
Mustard oil
Pansari Mustard oil
1 litre PetChocolates
Cadbury's
CelebrationsPansari mustard oil
1/2 litre PetLotto Choco Pie
Ghee Madhusudan 15L tin Muffins Local/Unbranded
Maida
Maida, Delhi Mill
StagNamkeen
Kakaji Moong 35
gm.
PicklesLocal: thakurji-
mango 500g Pickles
Harnarayan Amla
Murabba 1kg Mineral water
H2G0 1 litre bottleHarnarayan gajar
Murabba 1kg Paras 1 litre bottle Spices - masala Chaman Achaar
Masala 1/2 kg tp
50
Noodles
Top Ramen 100 gm
Spicy Veg Cup
noodles
Chaman achaar
masala 1 kg jar
Top Ramen 100 gm
Mast Masala Cup
Noodles
Canned food
Ching's Secret Sweet
Corn kernels 500gm
tin
Competitor Analysis
Following Stores have the largest stocking of different SKU's in Foods category,
which pose a serious competition to Reliance Fresh in Adarsh Nagar catchment
Area.
S.No Store Name No. of SKU's1 Subhiksha 7252 Randhir Store 6153 Barnala Store 5014 Mahadev Store 4375 Ahuja Store 3686 Gurunanak Store 345
Randhir Store
Barnala Store
Mahadev StoreAhuja Store
Gurunanak Store
Subhiksha
Randhir Store Barnala Store Mahadev Store Ahuja Store Gurunanak Store Subhiksha
`
51
CHAPTER – VII
SUGGESTIONS FOR RELIANCE FRESH
A. Reliance fresh should change their product assortment according to the
catchment areas.
B. The company should strive to stock local brands that are popular in a given
area to boost their sales.
C. In order to differentiate itself from other big retailers, the company should
come up with newer and more effective customer loyalty schemes.
D. Reliance can give the option of shopping on credit to its customers.
E. Reliance fresh can benefit from starting a home delivery service in areas
close to the shop.
F. More aggressive advertising campaigns should be undertaken so as to make
Reliance Fresh more popular and recognizable among common masses.
G. The Company should try to explore new formats in retail operations where
there is no competition to be the pioneer.
H. Company and sales force should concentrate more on strengthening their
retail and distribution relationship and communication.
I. Better storage facility, timely supply of goods and an effective system to
redress complaints.
J. More attractive promotional offers should be devised to attain customer
loyalty and retaining them for a longer time.
K. The company should make all out efforts to retain the competitive edge in
pricing over its competitors.
53
CHAPTER – VIII
LIMITATIONS
1) The storekeepers were reluctant to give data regarding their shops and
hence we had to continuously probe for information.
2) To wait patiently, as we were on the learning front.
3) Some of the respondents were sometimes too casual while giving
interviews
4) Respondents sometimes had opposite views while having a discussion
with us on the retail sector coming up in India.
55
CHAPTER – IX
REFERENCES AND BIBLIOGRAPHY
BIBLIOGRAPHY
• Marketing Management by Philip Kotler
• Statistical Measures by S.P.Gupta
REFERENCES
• www.ril.com accessed on Friday 15th June, 2007
• www.about.com accessed on 1st July, 2007
• www.retailindia.com accessed on 8th July, 2007
57