Summer Trainee Project

Market Research on Identifying

Micro SD Upsell opportunities and Consumer behavior

Sri Sri University

Name:Yogesh Gupte
Roll No.: 14PGGMSO74

Reliance Retail
Reliance Retail established in 2006 (HQ- Mumbai) an operating subsidiary of
the Reliance Industries Limited.

Reliance industries is actually the largest conglomerate in India with annual

turnover of US$35.9 Billion.

Listed on 206th position in the Fortune Global 500 companies. Reliance

Retail is actually the retail group of Reliance Industries Limited.

Reliance Digital
Fastest growing consumer based electronic company in India. A subsidiary
of Reliance Industries Limited. Product range are consumer durables and IT.

1st store was opened on 24th April 2007 in Delhi.

Currently there are around 690 store across India in more than 150 cities.
MD: Mukhesh Ambani & CEO: Brain Bade
Revenue reaching around 610 million

Store classification
Digital Express: India has around 225 stores while in Mumbai there are 12
stores

Digital Express Mini: India has about 1020 stores.

Reliance ResQ which caters customer sales service.
iStore an apple portfolio with about 19 stores in India.
Reconnect a private labeled brand launched in Oct-2011 with over 200
products

Product Line Categorization

1. Productivity
IT/Telecom Laptop, Printers
2. Entertainment
HDTV, Camera, Audio

3. Home App
Refrigerator, AC
4. Enhancement
Audio, storage, accessories, lifestyle, gaming, peripherals, consumables,
health and fitness

Enhancement : Storage

Flash

Micro SD
SD
Pen drive
On The Go (OTG)

External HDD

Seagate
Western Digital
Transcend
Sony

Toshiba

Micro SD: Product Segmentation

Micro SD Card Variants

Capacity

Performance

8 GB

Class

Minimum Speed

16 GB

2MB/s

32 GB

4MB/s

64 GB

6MB/s

128 GB

8MB/s

10

10MB/s

Retail Store Business

Pros

We provide end-to-end solution for customers, E.g. Storage, screen cards, power bank
Most margin making business
Range of products is larger in the stores

Latest technical trend is attached and updated at stores

Cons

Inventory is high for less product life cycle

Online products are offered at cheaper rates and wider variety to select.
Range of products is larger in the stores
Latest technical trend is attached and updated at stores

Market Segmentation

Organised Retail
26%

Local Retail
33%

Online
41%

Why customers dont buy MSD at Store?

No Micro SD slot

Any Other
Internal memory
is adequate

Existing Micro SD
card is sufficient

How are Competitors positioned?

Ezone
2%

Next
9%

Metro
4%

Croma
24%

Hypercity
21%
Vijay Sales
17%
Arcee
8%

Kings
11%

Kohinoor
4%

Primary Market Research on

Consumer behavior
70

60
50
Yes

40
30
20
10
0
Same Invoice
Purchases

Upgradation Cases

Micro SD Owner

Having Class
Awarenes

No

Buying cycle analysis

Interaction with customer and pitching
Product selection
Billing
Demo
Extended Warranty and Insurance
Checkout

Observations and Recommendations

Sales associates should be consistent during interaction even after billing
process is completed.

Product demonstration should be conducted by well trained experts.

Billing process should be faster, customer friendly and hassle free.

Conclusion
Positioning of Micro SD section near billing counter for better accessibility
and purchasing.

Training and educating store associates for pitching enhancement products

to customers. Customers expects appropriate demonstration, assistance
and personal touch from the sales associate.

Thank You