Diese Präsentation wurde erfolgreich gemeldet.

Reliance fresh retail marketing

34

Teilen

Wird geladen in …3
×
1 von 24
1 von 24

Weitere Verwandte Inhalte

Ähnliche Bücher

Kostenlos mit einer 14-tägigen Testversion von Scribd

Alle anzeigen

Ähnliche Hörbücher

Kostenlos mit einer 14-tägigen Testversion von Scribd

Alle anzeigen

Reliance fresh retail marketing

  1. 1. RETAIL MARKETING BY S.VIGNESH 11HM33 MBA 1ST YEAR NATIONAL INSTITUTE OF TECHNOLOGY SURATHKAL,KARNATAKA
  2. 2. COMPANY PROFILE  Industry: Retail  Type: Supermarket  Chairman & Managing Director: Mukesh Ambani  First Outlet: Hyderabad( Banjara Hills)  Founded: 30th October 2006  Headquarter: Mumbai
  3. 3. THE FARM TO FORK MODEL (RELIANCE FRESH)
  4. 4. SUPPLY CHAIN MANAGEMENT  Approaching farmers directly , there by reducing procurement wastage.  Better returns to Indian farmers and manufacturers  Greater value for the Indian consumers
  5. 5. 4P’S OF MARKETING
  6. 6. PRODUCT  Vegetables and fruits  House hold items  Food and beverages – All premiere brand + Private label  Groceries – only private label  Dairy products  Non veg food items  Ready to eat items
  7. 7. PRICE  Low cost model  Discount pricing  Value pricing  Low margin , high sales volume  Factors for low pricing  Bulk purchasing  Central warehousing  Transportation
  8. 8. PLACE  Low cost locations  Targets semi urban population  Designed to look crowded  All cities in India has at least one outlet
  9. 9. PROMOTION  Discount scheme days – Saturday and Sunday  Reliance fresh membership card – Reliance One  Through media especially newspapers.  Package carry bag  Directories  Bill boards  Audio materials  Point of purchase displays
  10. 10. SALES PROMOTION  Premiums and gifts  Sampling  Rebates
  11. 11. EVENTS / EXPERIENCE  Social event  Store tour
  12. 12. PUBLIC RELATION AND PUBLICITY  Camps  Publications
  13. 13. PUSH V/S PULL STRATEGIES
  14. 14. PUSH STRATEGY  Point of sale displays.  Special Displays.  Dealers Premium, Gifts.  Advertising materials.  Catalogs and brochure.  Events.  Sampling.
  15. 15. PULL STRATEGY  Coupons  Samples  Premium and gifts  Refunds/Rebates  POP advertisement.
  16. 16. BRAND IDENTITY  Design  Logo symbol  Brand name
  17. 17. COMPETITORS
  18. 18. DIRECT COMPETITORS  LM 365  Godrej Aadhar  Adani Agri Fresh  Trinethra  Subhiksha  ITC Choupal Fresh  Bharti Retail  Hariyali Kisaan Bazaar INDIRECT COMPETITORS  Push cart vendors  Mother dairy  Local vendors
  19. 19. SWOT ANALYSIS
  20. 20. STRENGTH  Experienced Management team  Strong IT and Backend operations  Horizontal Integration  Backward Integration  Good financial position  Brand Equity
  21. 21. WEAKNESS  Losses due to Joint ventures  Presence at Prime Locations  Multi-Format Presence
  22. 22. OPPORTUNITIES  Growing retail market  Increasing buying power of Indian consumers  Many Untapped Markets in India
  23. 23. THREATS  Increase in the operating costs  Low Price Competition  Government restriction  Increasing competition
  24. 24. THANK U!!!

×