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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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