“AN ORGANIZATIONAL STUDY AND

EFFECTIVENESS OF PROMOTIONAL ACTIVITIES AT RELIANCE FRESH”

 

By

Aswathy Chandran

Under the Guidance and Supervision

Of

Prof. Anusha.T

INTRODUCTION

The sale of goods or commodities in small quantities directly to consumers is known as retailing.

To study about the organization in detail. Sales promotion is an important component of

business’s overall marketing strategy. It acts as a competitive weapon by providing an

extra incentive for the target audience to purchase or support one brand over another.

COMPANY PROFILE It forms part of the retail business of Reliance

Industries of India. Which is headed by Mukesh Ambani. Is a convenience store format. The company is having 1691 outlets across the

country. A research it is come to know that 66% of people

prefer vegetables and fruits. A typical Reliance Fresh store is approximately

3000–4000 square feet and caters to a catchment area of 2–3 km.

SWOT ANALYSIS

Strength: Pioneer in the

industry, largest market share and capitalization.

Most trusted and respected brand by consumers.

Presence in major cities.

Weakness: It does not function

internationally, which has an effect on success, as they do not reach consumers in overseas markets.

SWOT ANALYSIS

Opportunities: To take over, merge

with, or form strategic alliances with other global retailers, focusing on specific markets.

Rural Retailing.

Threats: Being number one

means that you are the target of competition.

Shopping Culture: Shopping culture has not developed in India as yet.

STATEMENT OF PROBLEM

Development of organizational performance is associated with the development of individual

performance, skills, knowledge and experience. In these circumstances the present study is made to

understand the various facts of organizational performance and the effectiveness of promotional

activities so the problem is stated as “An organizational study and Effectiveness of promotional activities at Reliance Fresh”.

To integrate practical experience with theoretical concepts.

To study organizational functions of Reliance Fresh.

To analyse the effectiveness of promotional activities.

To study the promotional tools.

Time limitation of the study.

Small size is less. Organizational study

is based on secondary data.

OOBJECTIVES LIMITATIONS

RESEARCH METHODOLOGY

Type Of Research : Quantitative Research.

Sampling Technique : Survey with a questionnaire.

Sample Size : 100

Statistical Tools used : a) Pie Chart b) Column Chart c) Bar Chart

 

FINDINGS

Reliance Fresh is the convenience store format which is having a larger market share.

Reliance has a good supply chain management. Reliance fresh is ready to change its layouts as

per customer convenience. They have good marketing strategies to

promote the products. All the activities of reliance fresh is centralized.

RECOMMENTATIONS

Rural retailing – can open up your market into rural areas.

Ensure the supply of leaflets on Wednesdays. Educate the customers about Star of the Week. Ensure there are no mismatches between MRP and

SEL. Kindly facilitate the R-One card redemption to

customers, as soon as possible.

CONCLUSION

Reliance Retail is having a very good organizational structure with efficient people. Each

and every work of them is centralized. They are ready to update every time to retain their

customers or to increase the foot flow, according to the market situation. Even though, as they have

so many competitors in the market they have to do their best in promotional activities.