ACKNOWLEDGEMENT

First and foremost, I would like to express my gratitude towards

Reliance Industries Ltd for giving me an opportunity to work as a
summer intern for the duration of one and half month as a part of
training of our course. I express my gratitude to all those who initiated
and help me in the successful completion of this project.

I also take this opportunity to express my indebtedness “M.D.S.

University Ajmer” for her cooperation and affectionate encouragement.
I also thank to my all faculty members for their suggestions & Advises.

Also, I am thankful to my parents and family members who are my

constant source of inspiration in every field of life and due to them I am
whatever I am today.

Thanking You.

With Regards-
RITIK VERMA
 CERTIFICATE

This is to certify that the project work done on RETAIL STORE is a

bonafide work carried out by Mr. RITIK VERMA under my supervision
and guidance. The project report is submitted towards the partial
fulfillment of 2 year, full time degree in Masters in Business
Administration.

This work has not been submitted anywhere else for any other
degree/diploma. The original work was carried during 8-06-2023 to 22-
07-2023 in Reliance Industries Limited.

Date:

Signature:
TABLE OF CONTENTS
 INTRODUCTION

What is Retail?

The word 'Retail' is derived from the French word 'Retailer' meaning 'to
cut a piece off" or 'to break bulk'. In simple terms it involves activities
whereby product or services are sold to final consumers in small
quantities. Although retailing in its various formats has been around
our country for many decades, it has been confined for a long time to
family owned corner shops.

Englishmen are great soccer enthusiasts, and they strongly think that
one should never give Indians a corner. It stems from the belief that, if
you give an Indian a corner he would end up setting a shop. That is how
great Indians Retail management skill is considered.

Brief Introduction about Reliance in Retail sector ?

The Retail industry is one of the fastest growing industries in the world
which understands the current market trend and their demand. In
comparison to the world Retail markets Indian Retail market is in the
nascent stage which is yet to have many folds to reach and compete
with the other world standard market. Indian market is well protected
market with limited inflow and outflows that is stringent policies on
imports and exports.

Reliance Retail, Ltd. is a subsidiary company of Reliance Industries. It

was founded in 2006 A and gives a head start from Mumbai. It is the
second largest retailer in India (as per the reference citation 1). The
products which are offered in its different Retail outlets are foods,
groceries, apparel and footwear, lifestyle and home improvement
products, electronic goods, and farm implements and other utility
inputs. With the companies extension in Retail sector they came up
with sundry offers like 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.
 In figure : Overview of the market share in retail.

Subsidiaries & Divisions/Formats of Reliance Retail?

There are various Subsidiaries & division under Reliance Retail.

Following is the list of all the formats of Reliance Retails:-

 Reliance Fresh - Small convenient and neighborhood needs for

daily usage.
 Reliance Mart - It includes home and kitchen appliances, cameras,
mobile stuffs.
 Reliance Digital - Consumer Electronics Retail Store.
  Reliance Jewels - Jewellery
 Reliance Footprint - It includes all the footwear's
 Reliance TimeOut - Lifestyle store of Books, Music, Movies, Toys,
Gaming, Fragrances, and Stationery.

Benefits of Retailing ?

Retailing is good for national economics where it has positive influence

on influence on inflation and product availability. It also creates
fortunes for its owners and is a tremendous source of employment.

India has been virtually the only developing country in the world that
has been extremely slow in adopting this organized pattern of Retailing.

 Better quality products

 Employment opportunities
 Better social infrastructure
 Enhanced foreign exchange
 Better showcase for exports

Old Retail Formats

 Karana's
 Mandis
 Village Hats
 Push Cart Vendors
 Wet-Market
 Wholesale market
 New Retail Formats

 Hypermarket
 Supermarket
 Convenience Store
 Department Store
 Discount Store
 Specialty Store
 Malls
 About The Founder and Company Establishment

Dhirajlal Hirachand Ambani, also known as Dhirubhai, 28 December

1932, - 6 July 2002, was an Indian rag to riches business tycoon who
founded Reliance Industry with his cousin. Ambani took his company
(Reliance) public in 1977, and by 2007 the combined fortune of the
family (sons Mukesh and Anil) was 60 billion dollars, making the
Ambani's the second richest family in the world, next to the Walton
family. Dhirubhai has been one among the select Forbes billionaires
and has also figured in the Sunday Times list of top 50 businessmen in
Asia.
Dhirubhai started off as a small time worker with Arab merchants in the
1950s and moved to Mumbai in 1958 to start his own business in
spices. After making modest profits, he moved into textiles and opened
his expansions and successes.

Reliance, acknowledge as one of the best-run companies in the world

has various sectors like petrochemicals, textiles and is involved in the
production of crude oil and gas, to polyester and polymer products. The
companies' refinery at Jamnagar accounts for over 25% of India's total
refining capacity and their plant at Hazira is the biggest chemical
complex in India. The company has further diversified into Telecom,
Insurance and Internet Businesses, the Power Sector and so on. Now
the Reliance group with over 85,000 employees provides almost 5% of
the Central Government's total revenue.

In 1986 after a heart attack he has handed over his empire to his two
sons Anil and Mukesh.

His sons are carrying on the successful tradition of their father.

About The Mission, Vision & Objective of the

Company
Mission
Reliance Retail plans to 3,000-4,000 stores in 3-4 yrs. The dream project
of Reliance Industries Chairman Mukesh Ambani, Reliance Retail has all
the potential to become the market leader in this sector.

Vision
Vision With a vision to generate inclusive growth and prosperity for
farmers, vendor partners, small shopkeepers and consumers, Reliance
Retail Limited (RRL), a subsidiary of RIL, was set up to lead Reliance
Group's foray into organized Retail.

Objectives of the company

 A To attain global best practices and become a world-class utility.

 To provide uninterrupted, affordable, quality, reliable and clean

power to millions of customers.

 To achieve excellence in service, quality, reliability, safety and

customer care.

 To work with vigor, dedication and innovation, with total

customer care as the ultimate goal.

 To consistently achieve high growth with the highest levels of

productivity.
 Types of Services

Basic types of services offered by the reliance are in the following

manner in the form of their major Subsidiaries:

 Reliance Petroleum Limited

 Reliance Netherlands BV (including Trevira)
 Reliance Retail Limited
 Ranger Farms Private Limited
 Retail Concepts and Services Private Limited
 Reliance Retail Insurance Broking Limited
 Reliance Dairy Foods Limited
 Reliance Retail Finance Limited
 Reliance Jamnagar Infrastructure Limited
 Reliance Industrial Investment & Holdings Limited
 Reliance Ventures Limited
 Reliance Strategic Investments Limited
 Reliance Exploration & Production – DMCC

Objective of the study

With the semblance of the outer world pattern and different

prospective of Retail industry, we tried to understand the working
culture and analyse the pattern, trends followed by Retail sector. There
were other factors involved in dealing like the way to attract the
customers and offer them different lucrative offers to entice them.
Finally, formation of different strategies of marketing and creating
awareness among the customers by using the core concepts of
marketing that is

 Share of voice,
 Share of mind,
 Share of wallet

The basic thrust the study is customer is king, for which we tried to give
best to the customers what customer wants in terms of:-

 Ambience
 Product
 Price
 Quality
 Services
 Customer satisfaction

Future prospects
 Reliance is aiming to touch almost every Indian customer
and supplier.
  To provide best quality, services to the customers at
Cheaper Price.
 Introducing retail apparel, footwear, women wear and
lingerie at its stores.
 Reliance Retail - 240 neighbourhood and convenience stores
under the Reliance Fresh chain.
 Plan to open one or two new stores in every six month as
per the terms and conditions of the company.
 Seamless supply chain infrastructure, unprecedented even
by world standards.
 Aims to launch 700 Reliance Town Centre (RTC) in the
country to cater to population below 3 lakh.
 More centres next year across the country and the company
aim to introduce first RTC in north India.
 Plans to introduce rural business hubs (RBH) for the rural
population and it aim to add 1,600 RBHs in the next few years.
 Reliance Retail will soon have around 100 private labels
across product categories.
 Prosperity to the farmers.
 Including more verities of Private Label in soaps, detergents,
cosmetics and non FMCG products.

Background
 Reliance has become the big brand name not only in India but also
across the globe. The popularity gained by the country has boosted
the performance of the company and that is the reason that it has
multiple fragments in diversified fields. Reliance Group is India's
largest private sector enterprise with revenues in excess of US$ 25
billion. The group has diversified business interests in areas such as
petrochemicals, textiles and Retail. Reliance Group's flagship
company, Reliance Industries Limited (RIL), is a Fortune Global 500
company and is the largest private sector company in India.
This can be very well viewed in the company and its product line
section. Out of which 1 of the sector which comes under the Mr.
Mukesh Ambani is Reliance Retail. Reliance is best known for its
retailing strategies and capturing the market share in Retail. The
promotion activities of the Reliance Retail are different and unique,
but they also follow the old traditional way of marketing.

We got this golden opportunity to work on the new and one of

the biggest Retail store i.e. ELEMENT MALL, where a new RELIANCE
SUPER was launched on 13th June'13. Hence, all our efforts and
learning were practically implemented in the working, managing and
arranging of the new Reliance Super store.

Marketing Strategies
1. Push Strategies: Push marketing is a promotional strategy
where businesse attempt to take their products to the
customers. The term push stems from the idea that marketers
are attempting to push their products at consumers. Common
sales tactics include trying to sell merchandise directly to
customers via company showrooms and negotiating with
retailers to sell their products for them, or set up point-of-sale
displays. Often, these retailers will receive special sales
incentives in exchange for this increased visibility.

2. Pull Strategies: - Pull marketing, on the other hand, takes the

opposite approach. The goal of pull marketing is to get the
customers to come to you, hence the term pull, where
marketers are attempting to pull customers in. Common sales
tactics used for pull marketing include mass media promotions,
word-of-mouth referrals and advertised sales promotions. From
a business perspective, pull marketing attempts to create brand
loyalty and keep customers coming back, whereas push
marketing is more concerned with short-term sales.

Research Methodology
Research Objective

1. To determine the impact of swot analysis of Reliance Super at

element mall.

2. To understand the sales and promotional strategies of

different Retail stores.

3. To study the performance of Reliance Super in comparison to

its competitors.

3. To check and evaluate price benchmarking.

Research Design

A research design is the arrangements of the conditions, for

collection and analysis of a data in a manner that aims to
combine relevance the research purpose in economy and
procedure. To look at the whole sole analysis and survey of
Reliance Super from different angles and perspectives of other
competitors like Big Bazar, Easy day etc.

Tools for Data Collection

 Primary Data: Market survey team of Reliance has given

the primary data. (Due to the confidential information that
data cannot be disclosed)
  Secondary data: - Price benchmarking at different retail
stores, SWOT analysis of location, stock availability.

Sample Design and Data Collection

Following is the sample design in terms of obtaining the

research objective:-

Data collection is one of the most important tasks which form

the basis of the research with further analysis and conclusion. In
our research the data survey details has been fetched from the
Reliance survey team on which we have made our analysis and
predictions.

The research methodology is the combination of both

descriptive as well as the exploratory research. In terms of
descriptive it is for price benchmarking which is done for the
comparative analysis of different retail stores and malls. While
in terms of exploratory suffices for the launch of New Reliance
Super mall at Element Mall.
In order to do comparative analysis the prices of different stores
was required as generally retail companies do not reveal the
price list in public, going to store and jotting the prices and offer
was the only option to work on.
We also required limited secondary data to carry out multi-
dimensional scaling of different retail brands and find out how
each of them is perceived. We were supplied with the data of
survey by RIL team where the below table was filled by which
we simply analysed the tabular data and easily made the
conclusion.

Data analysis and interpretation

The project focuses on the launch of the new mall i.e. Reliance
Super at Element mall. The promotions schemes, offers,
merchandising, location, ambience, prices were certain key
factors on the basis of which we analyzed our data and made
the interpretations. So we made the comparative analysis of
different stores which are in the nearby area of the Reliance
super element mall.
For pursuing qualitative analysis, we made the visits to the
different retail stores and observe the different products
availability, offers, prices etc. This strengthened our research as
we can now clearly visualize that which is the more prominent
areas which are responsible increasing sales of the particular
retail store. This gave the insight of each and every store as the
bright and gray shades of the management were more visible.
This also gives an insight of understanding the stores
performance through the eyes of customer's and research
analyst as well.
Here are the graphs which depicts the information collected
and observed at different retail stores:-
 From the above graphical figures we can clearly state things.
Our analysis is in thefollowing manner:-

1. Area: Looking at the prospective of area in square cm. it's

clearly visible that Big Bazar is covering the maximum range of
area among the all other competitors. After this come National
Handloom and then Reliance Super at element mall.
2. Product availability: As the Reliance Super is new and fresh
so it has got highest accreditation points in terms of the
products available in the stocks and displayed at the Point of
Display unit.
3. Store Ambience: In terms of the store ambience, Reliance
Super has the highest appreciation, which is the followed by
same ratings for Easy day and Big Bazar.
4. Parking: Its readily available at all the retail stores. So Reliance
Super has highest attribution.
5. Sales: The 1st week sales were enormously high for reliance
Super at element mall, then followed up by easy day and then
big bazar.

Conclusion

 In case of product availability and product quality Reliance

Super has come out as best according to observations. It has
covered a wide variety of products which were not available
at any other retail store.

 Big bazar and reliance Super share the top most position in
terms of promotions and advertisement including visual
merchandising and promotions.

 Reliance Super has the best prices to offer as it has the least
pricing offers by looking at their weekend offers. This was
closely competitive with Easyday as it also share almost same
price range as of Reliance Super.
 Figure: On different retail store

 Seeing the overall parameters, we can visualise that the

maximum points has been attained by Reliance super which
gives a upper hand to the maximum satisfaction. This also
gives rise to the concept of senses i.e. Touch and feel, this time
reliane has come up with the idea of bakery within the mall
which has worked on the senses of customers and as a result
we can observe the maximum footfall.