1. RETAIL MARKETING BY S.VIGNESH 11HM33 MBA 1ST YEARNATIONAL INSTITUTE OF TECHNOLOGY SURATHKAL,KARNATAKA

2. COMPANY PROFILE Industry: Retail Type: Supermarket Chairman & Managing Director: Mukesh Ambani First Outlet: Hyderabad( Banjara Hills) Founded: 30th October 2006 Headquarter: Mumbai

3. THE FARM TO FORK MODEL (RELIANCE FRESH)

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. 4PS OF MARKETING

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. PRICE Low cost model Discount pricing Value pricing Low margin , high sales volume Factors for low pricing Bulk purchasing Central warehousing Transportation

8. PLACE Low cost locations Targets semi urban population Designed to look crowded All cities in India has at least one outlet

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. SALES PROMOTION Premiums and gifts Sampling Rebates

11. EVENTS / EXPERIENCE Social event Store tour

12. PUBLIC RELATION AND PUBLICITY Camps Publications

13. PUSH V/S PULL STRATEGIES

14. PUSH STRATEGY Point of sale displays. Special Displays. Dealers Premium, Gifts. Advertising materials. Catalogs and brochure. Events. Sampling.

15. PULL STRATEGY Coupons Samples Premium and gifts Refunds/Rebates POP advertisement.

16. BRAND IDENTITY Design Logo symbol Brand name

17. COMPETITORS

18. DIRECT COMPETITORS LM 365 Godrej Aadhar Adani Agri Fresh Trinethra Subhiksha ITC Choupal Fresh Bharti Retail Hariyali Kisaan BazaarINDIRECT COMPETITORS Push cart vendors Mother dairy Local vendors

19. SWOT ANALYSIS

20. STRENGTH Experienced Management team Strong IT and Backend operations Horizontal Integration Backward Integration Good financial position Brand Equity

21. WEAKNESS Losses due to Joint ventures Presence at Prime Locations Multi-Format Presence

22. OPPORTUNITIES Growing retail market Increasing buying power of Indian consumers Many Untapped Markets in India

23. THREATS Increase in the operating costs Low Price Competition Government restriction Increasing competition

24. THANK U!!!