7P of Service marketing

1. Presented By:-
Bhawan Singh
Vishal Gangwar
Sec-C

2. Company Name: Reliance Retail Store
Type of company: Super market
Type of Industry: Retail
Head quarters : Mumbai(India)
Founded : 30 October 2006
Key People : Mukesh Ambani
Shawn Gray (COO)
Rob Cissell (CEO)
Website : www.ril.com
Company Introduction

3. Total Store In India :1691an area of approx 9 million square feet.
Total Revenue 108 billion(2012-13)
There are over 45 Subsidiaries & divisions of Reliance Retail. Following is
the list of major divisions:-
Reliance Fresh
Reliance Digital
Reliance Jewels
Reliance Time Out
Reliance Trends, Reliance Footprint and Reliance Living
Reliance Retail Ltd is subsidiary company of Reliance industry Ltd Its a largest
Retailer in term of revenue . Its retail outlets offer foods, groceries, apparel
and footwear, lifestyle and home improvement products, electronic goods,
and farm implements and inputs. The company’s outlets also provide
vegetables, fruits and flowers. It focuses on consumer goods, consumer
durables, travel services, energy, entertainment and leisure, and health and
well-being products, as well as on educational products and services.

4. Contribution in Indian Economy:
Retailing in India is one of the pillars of its economy and
accounts for 18 percent of its GDP.
Job Opportunity In Retail Sector
Around 60-80 lakh jobs will be created in retail sector next
5 years.

5. Category Reliance Retail Competitor Group Name
Mall and Hyper
Market
Reliance Mart Pantaloons Tetail
Big Bazaar Best
Deal
Big Bazaar Express
Biyani Group
Star India Bazaar TATA Group
Shoper Shop store K.Raheja Group
Spenser Hyper
Market store
RPG Group
Competitor Of Reliance

6. Grocery Store Reliance Fresh Food Bazaar Biyani Group
Reliance Super Food World RPG Group
Reliance Delight Trinethar/
Birla Super Market
A.B. Group
Apparel Fashion
Accessories
Reliance Trends Brand Factory,
Fashion Station, Blue
Sky,celio,
central
Biyani Group
Trent Westside (38
stores)
Trent Fashion Yatra
TATA GROUP
Consumer Electronic Reliance Digital Croma Retail TATA Group
Books And Music
Store
Reliance Timeout Depot Store Biyani Group
Landmark Store TATA Group
Jewels Reliance Jewel Navaras Biyani Group
Tanishq Jewellry TATA Gruop

8. Reliance Fresh is the convenience store format which forms part of the
retail business of Reliance Industries.
The company already has 1691 Reliance Fresh outlets across the
country.
Reliance Fresh store is approximately 3000–4000 square feet total
catchment area of 2–3 km.
Brand Ambassador
Anushka Sharma, Common Men,

9. Product
Product offering include home care, general merchandise, and basic range
of apparel.
Vegetables, Groceries, Fresh fruits, Fresh juice bars, Staples, Dairy products
Bread, Non-vegetarian products.
Product variety: Frozen items, Grocery, Fresh fruit, Dairy product.
Quality: They directly purchase from the farmer and wholesaler.
Design: Product display is well organized, ease choice, bright and clean store,
convenient Location with layout allow of navigation.
Packaging: Environment friendly packing at the counter.
Warranties: Product or accessories repaired and replaced.
Return: Return policy is also there with promise.

10. Distribution Centre
The place mainly consists of the distribution channels. It is important so
that the product is available to the customer at the right place, at the right
time and in the right quantity.
3 minute drive from a Reliance Fresh outlet.
 Reliance fresh offers hygienic environment, good ambience and great
service.
Reliance Fresh (music through radio instead of the normal music)
Certain dedicated areas for children where they can play while their
parents can have some quality time together.
Technology Involvement
Technology:- SAP( System application Product)

11. Flower of Service News Paper, Message,
Poster, Reminder,
Cash handling, Credit card, token,
coupon
Verbal, machine
display
Warranties, Repair,
Exchange, gift
Security,
Packaging
Security, Front
gate
(Namaste)
Onsite ,mail,
Telephone
Staff at shop,

12. Pricing Strategies
 Discount price strategy
 Wide price of each item
 Price marked in
 Comparable price
 Competitive price
 Value pricing EDLP (Every day low price)
 “Growth Through Value Creation”. (middle and lower class consumers)
 Psychological Pricing
 Product bundle pricing
 Promotional pricing (Buy one get one)

13.  Special event pricing

14. Promotion
 Saturday Sunday consider discount scheme day.
 BPGO.
 BXGY.
 Festive session special offer.
 Live announcement & spot discount.
 Reliance mart membership cart.
 Social event & store tour.
 Providing gift free goods.
 Print and broad cast ads with the help of national and local news
paper

15.  Packaging outer
 Directories ( Sulekha, Ask Laila, Getit )
 Audio
 Sampling
 Social event

16. Physical evidence
Pure foods convenience store model of reliance fresh require far less space
than a full fledge super market.
Facility exterior
 Outlet area 2000-5000ft2.
 Parking
 Separate entry (Building)
 Good parking place
 Billboard outside of the store.
 Good time entry.
 Sign boards.
Interior
 Vegetable and fruit item were display in near the entry gate.
 Staff uniform red blue and green.
 Amiable staff.
 Simple, colour full basket.

17.  Carry bag with name and logo of the reliance fresh.
 Shopping card
 Broacher
 Billing statement
Facilitating Goods
 AC
 (Fan, Gift )
 Lighting/Sound
 Washroom ( Male/Female)

18. Internal and External customer
Internal customer
 Sales executive
 Retailers
 Peon /Sweeper
 Back staff people
External customer
 Guard
 Customer
 Supplier

19. Customer
Entry at Gate
Park Vehicle in
parking
Check
different shop
Go for billing
Gate keeper
keep bag and
give token
Say Namste
Collect data of
customer mobile
number, email id
Pack goods of
customer
Packing &
Sale Data
Data entry of
customer
BackStaffFrontStaff
Car
Parking
Physical Evidence
Park, Billboard or Reliance fresh
Line of
Visibility
Line of
interaction
Blue Print of Reliance Fresh
Fail
Point
Bill counter
Another billing
machine card
swapping
Outside building