Professional Documents
Culture Documents
A STUDY
ON
EVALUATION OF CUSTOMER CENTRICITY
AT
VALUE FORMAT RELIANCE FRESH STORES
DELHI
Submitted by :
Name-Tarun kumar
Roll Number-F0857
Submitted to:
JAGAN INSTITUTE OF MANAGEMENT STUDIES
CONTENT
1.
2.
3.
4.
5.
Student Undertaking3
Company Certificate...4
Acknowledgment.5
Executive Summary.6
Introduction
5.1. Industry overview..8
5.2. Title Introduction
..10
6. Company profile
6.1 History.........11
6.2 Retail Format in India......15
6.3 Profile of the company.17
6.4 Organizational Structure.18
6.5 List of Key Management Personnel ...19
6.6 Product Mix of the Company.. 21
6.7 Food Retail Chain ...22
6.8 Competitors of Reliaance Fresh......23
6.9 Future Plans of the company...24
6.10 Challenges for the company..25
7. Objectives.26
8. Research Methodology.............................27
8.1. Research design
8.2. Sample Size
8.3. Limitations
9. Data Analysis and findings..28
9.1. Analysis Of Questionnaire
10. Project on Mystry Shopping45
11. Recommendation.48
12. Appendices ..51
DECLARATION
Project Guide:
Company Guide: Mr Subir Sinha
Faculty Guide: Ms. Pratima Daipuria
By:
Tarun Kumar
CERTIFICATE
ACKNOWLEDGEMENT
The project of this nature is a learning task gave me explosure to understand the retail sector in
acute manners and stretching over a period of time, for completing a project like this one takes
the effort and quality inbuilt.
Although this project report is being brought in my name, it bears an imprint of guidance and
cooperation of many individuals. Several persons with whom I integrated have contributed
significantly to the successful completion of the project study. In the successful & trouble free
completion of my final term project titled EVALUATION OF CUSTOMER CENTRICITY AT
VALUE FORMAT RELIANCE FRESH STORE, I am grateful to Reliance Retail Limited and
all the staff members for giving me all kind of support that I needed .
I extend my deepest and sincere thanks to my project guide, Ms. Pratima Diapuria and Ms
Shivanjali Singh for the unflinching support and guidance through out the project by which I
could manage to enrich my skills and got benefited with the hard core learnings.
I would also like to thank all the staff members of store who shared their precious time and
experience with me.
Last but not the least, I extend my sincere thanks to my Faculty guide and the Institute for
providing the help that was needed.
EXECUTIVE SUMMARY
The customer are the only reason why we are in business, so satisfying them will ultimately
make our business more profitable.There is a need to highlight the importance of a customer
service climate in Value Format Stores.A climate that emphasizes courtesy, competence and a
work environment that promotes strong working relationship and empowerment.
Intention of this PROJECT NAMASTE is to get assistance from customer feedback for not
only identify problem areas but will also demonstrate to customers that we care and are proactive
in looking for ways to improve the service we provide.
The project work includes collecting data as management trainee at Reliance Value
Chain.Trainees were assigned two store each.We have to be present at one store everyday.We
have to interact with atleast 8/10 customers document the feedback in prescribed format.Include
an open ended question at the end,asking them if they have any additional comments or
suggestions to make.
Most importantly,I collate a report of the questionnaires filled on a daily basis and submit the
same on Monday and Thursday with Store Observation Report.
PHASE -1: In this phase an extensive training was given to us about basic terminology use in
retail work is to be done in any store, which instruments, softwares they use and how they use
them.
PHASE-2: The next phase was of to interact with the customer and take their feedback on that
questionnaire and send the daily report to Reliance haedquater and along with on other side we
were assigned one more project named as MYSTERY SHOPPING in which we went to
different stores of reliance and of its competitors to find out the difference and some special
observation and learning.
PHASE-3: Analysis was done on the basis of the questionnaire filled up and the suggestions
made by the respondents.
On further analyzing we found this project named PROJECT NAMASTE was really the worth
while to understand the retail chain system.Every store is made with particular specialization and
we analysed those stores are coming upto standard or not.if not then why and how we can control
those deviations.
INTRODUCTION :
OVERVIEW OF RETAIL INDUSTRY :
10
The Indian retailing sector is at an inflexion point where the growth of organised retail and
growth in the consumption by Indians is going to adopt a higher growth trajectory. The Indian
population is witnessing a significant change in its demographics. A large young working
population with median age of 24 years, nuclear families in urban areas, along with increasing
working-women population and emerging opportunities in the services sector are going to be the
key growth drivers of the organised retail sector.
11
12
Reliance Fresh is the convenience store format which forms part of the retail business of
Reliance Industries of India which is headed by Mukesh Ambani. Reliance plans to invest in
excess of Rs 25000 crores in the next 4 years in their retail division. The company already has in
excess of 560 reliance fresh outlets across the country. These stores sell fresh fruits and
vegetables, staples, groceries, fresh juice bars and dairy products.
A typical Reliance Fresh store is approximately 3000-4000 square. feet and caters to a catchment
area of 1-2 km
HISTORY :
Post launch, in a dramatic shift in its positioning and mainly due to the circumstances prevaling
in UP, West Bengal and Orissa, it was mentioned recently in news Dailies that, Reliance Retail is
moving out of stocking fruits and vegetables. Reliance Retail has decided to minimise its
exposure in the fruit and vegetable business and position Reliance Fresh as a pure play super
market focusing on categories like food, FMCG, home, consumer durables, IT and wellness ,
with food accounting for the bulk of the business.
The company may not stock fruit and vegetables in some states. Though Reliance Fresh is not
exiting the fruit and vegetable business altogether, it has decided not to compete with local
vendors partly due to political reasons, and partly due to its inability to create a robust supply
chain. This is quite different from what the firm had originally planned.
13
When the first Reliance Fresh store opened in Hyderabad last October, not only did the company
said the stores main focus would be fresh produce like fruits and vegetables at a much lower
price, but also spoke at length about its farm-to-fork theory. The idea the company spoke about
was to source from farmers and sell directly to the consumer removing middlemen out of the
way.
Reliance Fresh, Reliance Mart, Reliance Digital, Reliance Trendz, Reliance Footprint, Reliance
Wellness, Reliance Jewels, Reliance Timeout and Reliance Super are various formats that
Reliance has rolled out.
In addition, Reliance Retail has entered into an alliance with Apple for setting up a chain of
Apple Specialty Stores branded as iStore, starting with Bangalore.
14
15
made significant progress in establishing state-of-the-art staples processing centres and expects
to make them operational by May 2008.
Through the year, RRL also expanded its supply chain infrastructure. The Company is fully
geared to meet the requirements of its rapidly growing store network in an efficient manner.
Recognizing that strategic alliances are going to be a key driver to its retail business, in FY 200708, RRL established key joint ventures with international partners in apparel, optical and office
products businesses. Further, RRL will continue to seek synergistic opportunities with other
international players as well. This year, RRL will continue its focus on rapid expansion of the
existing and other new formats across India.
16
Malls:
The largest form of organized retailing today. Located mainly in metro cities, in
proximity to urban outskirts. Ranges from 60,000 sq ft to 7,00,000 sq ft and above. They lend an
ideal shopping experience with an amalgamation of product, service and entertainment; all under
a common roof. Examples include Shoppers Stop, Piramyd, Pantaloon..
Specialty Stores:
Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword,
RPG's Music World and the Times Group's music chain Planet M, are focusing on specific
market segments and have established themselves strongly in their sectors.
Discount Stores:
As the name suggests, discount stores or factory outlets, offer discounts on the MRP
through selling in bulk reaching economies of scale or excess stock left over at the season. The
product category can range from a variety of perishable/Non-perishable goods
Department Stores:
Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer needs.
Further classified into localized departments such as clothing, toys, home, groceries, etc.
17
Hypermarts/Supermarkets:
Large self service outlets, catering to varied shopper needs are termed as Supermarkets.
These are located in or near residential high streets. These stores today contribute to 30% of all
food & grocery organized retail sales. Super Markets can further be classified in to mini
supermarkets typically 1,000 sq ft to 2,000 sq ft and large supermarkets ranging from of 3,500 sq
ft to 5,000 sq ft. having a strong focus on food & grocery and personal sales.examples Big Bazar,
Reliance hypermart.
Convenience Stores:
These are relatively small stores 400-2,000 sq. feet located near residential areas. They
stock a limited range of high-turnover convenience products and are usually open for extended
periods during the day, seven days a week. Prices are slightly higher due to the convenience
premium.
MBOs :
Multi Brand outlets, also known as Category Killers, offer several
product
category. These usually do well in busy market places and Metros.
18
PROFILE OF COMPANY :
Reliance Retail, Ltd. operates retail outlets in India. Its retail outlets offer foods, groceries,
apparel and footwear, lifestyle and home improvement products, electronic goods, and farm
implements and inputs. The companys outlets also provide 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. The
company was founded in 2006 and is based in Mumbai, India. Reliance Retail, Ltd. operates as a
subsidiary of Reliance Industries, Ltd.
Headquarters :
Industry
Type
: Public Company
Status
: Operating Subsidiary
: 2006
19
Organizational structure:
ZONAL
MANAGER
CLUSTER
MANAGER
AREA MANAGER
STORE MANAGER
ASSISTANT STORE
MANAGER
SUPERVISOR
COMMERCIAL
ASSOCIATE
CUSTOMER SERVICE
ASSOCIATE
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21
MIX OF
RELIANCE FRESH
PRODUCT MIX PRODUCT
OF RELIANCE
FRESH
FRUITS &VEGETABLES
STAPLE
STAPLE
PF, BEVERAGE, F&V
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NON-FOOD FMCG
23
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2. MORE
3. SABKA BAZAAR
4. FAIR PRICES
5. SUBHIKSHA
6. SPENCERS
Future Plans :
25
The company's flagship chain Reliance Fresh sells staples and food items under Reliance Select
Nearly 30 months ago, Reliance Industries announced an ambitious plans to invest Rs 25,000
crore (Rs 250 billion) to expand its stores in the country to take the advantage of organised retail
in the country.
Initially, the company was planning to open 2,000 stores by 2008, and 5,000 stores by 2010, but
due to a delay in delivery of properties, economic downturn and demand slump the company had
to scale back its expansion plans.
Reliance Retail runs over 850 stores, which include stores for food and grocery, consumer
durables, beauty and wellness, jewellery, footwear, among others.
Its formats such as apparel chain Reliance Trends, beauty and wellness format Reliance
Wellness, consumer durable chain Reliance Digital have private labels or are in the process of
launching private labels.
"The whole idea of private labels is based on pricing and retailers get enough volumes on their
shelf at marginal costing. Retailers have an opportunity to sell their private labels to kirana
stores.
But it depends on their strategy on pricing and marketing right products," said Naimish Dave, a
director with OC & C Strategy Consultants.
26
The challenges facing the Indian organized retail sector are various and these are stopping the
Indian retail industry from reaching its full potential.
27
It is the supply chain that ensures to the customer in all the various offerings that a company
decide for its customers, be it cost, service, or the quickness in responding to ever changing
tastes of the customer.
The infrastructure in India in terms of road, rail, and air links are not sufficient. This make a poor
supply chain and companies have to depend upon warehousing.
OBJECTIVES :
28
5. To find potential opportunities for serving your clients that you may be missing.
RESEARCH METHODOLOGY :
29
SAMPLE SIZE In this research, we have to interact with customer comes in the store.On the basis of particular
questionnaire.We interacted with more than 150 customers but due to un availability ob all the
responses we taken into consideration the responses of 90 respondent.
PRIMARY DATAI collected primary data as I collected responses through QUESTIONNAIRE.So it was the
primary source of data collection.Moreover I interacted with customer and interviewed them.So
this was the primary data that I have collecte.
LIMITATION :
-
The main constrain was jus interaction with the people who comes to the store.
I was provided with a questionnaire, so scope of some open ended reponse was limited.
I was assigned just two stores,so responses and learning was limited.
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10.
Did you get all the products what you want,if not then what?
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11.
40
12.
41
13.
42
14.
43
15.
44
16.
45
46
MYSTRY SHOPPING
47
Every RELIANCE FRESH STORE is made with a particular vision and it works
like a system.But this system is not working upto expectation and defined
standard.So to check out where we are lacking behind,we were assigned one more
project named as MYSTRY SHOPPING.
This was the part of our project in which we have to go in reliance fresh store and
its competitors store as a consumer and find out what are the difference between
the workings of these stores.
We covered almost all stores of Reliance Fresh and its competitors located at
North Delhi area.Some of them were big in size some of them were small in
size.Some are located in out skirt areas and some are in crowded market.
We analyse following stores in North and Central Delhi and in South Delhi :
Reliance Fresh, Rohini.
Reliance Fresh, Pitampura.
Reliance Fresh, shadra.
Reiance Fresh, Paschim Vihar.
Reliance Fresh, Sant Nagar.
Reliance Fresh, Greater Kailash.
Reliance Fresh, Laxmi Nagar.
Reliance Fresh, Arjun Nagar.
Reliance Fresh, Karol Bagh.
Big Apple, Shadra.
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RECOMMENDATION :
Nobody will ring a bell and tell you to attention the facts that you are entering into
such a transition.Its a gradual process.The characterstics of business begins to
change.Only the beginning and the ends are clear.
So in this situation, how a business manage this transition determine its future this
phenomenon is call as inflection point.
In the market there are some potential customer also giving a punch like FAIR
PRICE.Infrastructure and ambiance are not at par but their location is just in front
of Reliance Fresh store,Their prices are much lesser, So that is a potential
competitor.
Things if happen or something has changed,then business need to respond on that.
INFLECTION POINT
NEW
HEIGHTS
DECLINE
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APPENDICES :
RELIANCE RETAIL CUSTOMER SERVICE
1. ENTRANCE :
Front Signage-Reliance Fresh
Was the store entrance welcoming?(free of dust,not and if visit is after 6PM,lights
working.)
2. CARTS/BASKET :
Was a shopping cart or basket readily available on entering the store?
3. STORE-CLEANLINESS :
Was the shop free of odor?
Were the floors clean?
Were the shelves & displays clean?
4. PRODUCTS :
Were the products fresh/not expired?
Were the prices marked clearly and accurately?
Were the promotion well displayed?
Were the promotion easy to understand?
Did you get all the productswhat you want,if not then what?
5. CHECKOUT:
Were you given a correct receipt?
54
6. SERVICE:
Did you get help from CSA when asked for?
Were the staff in dress code and wearing a name badge?
B) Good
C) Average
55
D)
Store Code:
Store Name:
Date:
Note: Pls put comment in case of 'NO'.
Store Ambience
Is store entrance area clean and free of litter?
( Front premise & immediate approach road.)
Was the signage properly lit in the evening?
Was entrance to the store easy to access?
(No obstruction near the entrance.)
Was the baggage area clean? ( Include a
prop, e.g. white bag and deposit it at baggage
counter to check the cleanliness of baggage
area.)
Were the trolleys and baskets clean? ( Run
your finger through 2 baskets and 2 trolleys.)
Was the store free of bad odor? (If 'NO'
specify which area/section of store had foul
smell.)
Was the floor clean of any liquid spillage?
Did you find any unattended items/cartons on
the floor?
Were the shelves / display clean and dust
free? ( Run your finger on 3 shelves.)
Was AC working?
(Did you feel comfortable after 5mins of
entering store)
Is Home Delivery number clearly displayed at
Store?
Did you get drinking water on request?
Did you get access to washroom on request?
Store Ambience Total Score
Section: F&V
Product Availability
56
Time:
COMMENTS
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