To Study the customer service effectiveness in Reliance Fresh stores in Bhubaneswar

Reliance Retail

Project GuideMr Sabyasachi BiswalMiss Luxmi VermaReliance Retail

Institute GuideProff. Madhumita DasProff. Pabitra Kumar RathHDF School of Management

Presented byGanesh PanigrahiPriyanka RajSatyam kr. PrasadHDF School Of Management

Plan of Presentation• Introduction• Mission, Vision• Objectives• SBU’s• Strategies• Key Executives• Competitors• Milestones of the organizations• Corporate Social Responsibility- CSR• Products and Services• Advertising• Financial Highlights• HR• Future Plans

Introduction

Reliance Retail is India largest organized retail company with both Value format & Specialty formats, with a pan India footprint, with over 1000 stores. The company has recently changed management in value format and is on a fast expansion spree. there are tremendous growth opportunities.

Introduction

Founded 1995

Headquarters Mumbai, India

Industry Retail

Legal status Public Company

Customers 5.5 million

Geographical coverage 85 cities across 14 states in India

Stores More than 1000

Sales Rs 4,500 crore in the financial year ended March 2010.

Headquarter Employee Information

Manager 33%

General manager 7%

Common job titles Store manager 4%

Vice president 4%

Human resource manager 4%

gender Male 85%

Female 15%

• Mission: - To generate inclusive growth and prosperity for farmers, vendor partners, and consumers, Reliance Retail Limited (RRL), a subsidiary of RIL, was set up to lead Reliance Group’s foray into organized retail.

• Vision:- To become the largest organized retail in the country by creating value for the share holders as well as for the consumers.

Objectives

• To enrich customer's shopping experience through customized offers, private labels and 'value-for money' merchandise.

• To foster relationships with partners that will create new avenues of value enhancement for its customers.

• To bolster its agribusiness & dairy value chain to support its rapidly expanding store footprint.

• To ensures fair and timely payments to the farmers.• To reduction in spoilage through its state of-the art

supply chain and logistics network.• To provide high quality product to its customers.

SBU’s of Organization

• Reliance Fresh(Super Market)• Reliance Mart • Reliance Digital• Reliance Trends• Reliance Wellness• Reliance Super(Mini-Hypermarket)• Reliance Footprint• Reliance Timeout• Reliance istore• Reliance Jewels• Reliance AutoZone• Reliance Living Home ware

Strategies

• To set up a chain of hypermarkets, supermarkets, discount stores, specialty stores, and convenience store formats in 800-odd cities and towns across the length and breadth of the country at an investment of around Rs 30,000 crore (US$ 8 billion).

• To establish a pan-India presence of all its formats, targeting not only the major metros and cities, but also the 2nd-tier towns and semi-urban and even rural centers.

• To include a pan-India footprint of its stores, across multiple formats and categories, in more than 800 cities and towns, and in record time.

• To make the company profitable by strengthening presence in multi-format retail stores, focusing on hypermarkets, building world class infrastructure and training facilities.

Competitors

1) Pantaloon Retail2) Raheja Group3) Tata Group4) RPG Group5) Landmark Group6) Piramal Group7) Bharti - Walmart8) A V Birla Group

Reliance Fresh and its competitors

Key ExecutivesName Designation

Raghu Pillai Director, Chief Executive and President of Retail Operations & Strategy

Venkataramana B Sr.Vice President - HR

Tina Khurana Chief Manager- Buyer for Speciality format

Mohit Kanodia Vice President and Zonal Head

Ajay Baijal President of Corporate Planning

Manu Kapoor Senior Vice-President of Corporate Affairs Division

Bijay Sahoo Head of Human Resources

Nikhil R. Meswani, Hital R. Meswani, Hardev Singh Kohli, PMS Prasad and R. Ravimohan

Executive Directors

Ramniklal H. Ambani non-executive and non-independent director

Darshan Mehta Head of Reliance Brands

Gwyn Sundhagul Chief Executive of Value-Format Division

Milestones

• In 2008 Reliance Retail Limited (RRL) continued its rollout of stores across various verticals and formats. Reliance Retail today operates over 590 stores in 57 cities, spanning 13 states, with over 3.5 million square feet of trading space.

• In 2007 Reliance Retail entered the organized retail market in India with the launch of its convenience store format under the brand name of ‘Reliance Fresh’.

• In 2001 Dhirubhai Ambani was conferred The Economic Times Award for Corporate Excellence for Lifetime Achievement

Corporate Social Responsibility

• Reliance Retail aims at recruiting people from the underprivileged community in society. "Hence, we are planning to train students from corporation schools and schools run by NGOs. And, we consider this as a part of our corporate social responsibility,“

• Reliance is providing a guaranteed market for the farmers’ produce, reducing transaction costs and training the farmers in better and sustainable farming practices.

• Reliance retail has adopted “farm to fork” theory which means it is procuring directly from the farmers thus offering them quite reasonable prices for their produce as now no intermediaries are involved. In return Reliance is giving farmers information about how can farmers improve their productivity.

Products and Services

• Food & Grocery• Apparel & Footwear• Consumer Durables & Electronics• Furniture & Furnishings• FMCG & Personal Care• Lifestyle Products and Services• Healthcare, Financial• Membership, Travel• Auto and Entertainment Services

Advertising

Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. The advertising part at Reliance Retail is done with the help of print and broadcast ads, packaging outer, catalogue, directories, billboards, symbols and logos and audio materials.

Continued…..Type Mode

Print or broadcast ads With the help of National Newspapers and Local Newspaper

Packaging Providing carry bags including brand name and logo.

Catalogue Distribution of catalogue through newspapers and to the customers inside the store.

Directories Advertisements in Tata yellow pages, MTNL telephone directory and through Just Dial.

Billboards Billboards outside the store

Audio Material Audio material inside the store including the latest promotions and offers.

Point-of-Purchase Displays Point- of- Purchase displays are used at reliance fresh to communicate the benefits of a products

Financial Highlights of Reliance Retail(2009-

10)Reporting Currency INR

Capital 5,730.00

Reserves (13.75)

Total assets 5,984.76

Total Liabilities 5,984.76

Investments 167.77

Turnover/Total Income 290.72

Profit Before Taxation (7.00)

Provision For taxation (25.22)

Profit After Taxation 18.22

Country India

Rs. in crore

Financial Highlights of Reliance Fresh(2009-10)

Reporting Currency INR

Capital 0.05

Reserves (411.93)

Total assets 1,827.63

Total Liabilities 1,827.63

Investments -

Turnover/Total Income 2,083.99

Profit Before Taxation (217.09)

Provision For taxation (81.93)

Profit After Taxation (135.16)

Country India

Rs. in crore

HR

1. Recruitment Process:-Walk in interview and Campus Recruitment.

2. A formal induction programme is organized for all the new employees. The induction programme contains the following:

• Technical Training– On the Job training– Class room training

• Managerial Skill Development

Continued…..

3. The Performance Appraisal System in Reliance Retail provides for

• Recognition of individual performance• Continual learning and development• Better skills and employability• The achievement of the organization's goals• Increased productivity and profitability4. The core function of our training department is to bridge the

gap between the Changing requirements of the job & the abilities that individuals need to perform these tasks such as self-directed leadership, self-motivated teams & self generated creativity to excel in their respective areas of performance

Future Plans

• To strengthening presence in multi-format and hypermarket models, Reliance retail is taking leadership positions in fresh foods and putting in place world-class infrastructure through distribution centre.

• It shut over 50 loss-making stores and almost stalled expansion during the slowdown.

RELIANCE FRESH

To study the customer service effectiveness in Reliance Fresh stores in Bhubaneswar

Plan of presentation• Introduction• Things and concepts observed in Reliance Fresh• Objective• Research methodology• Scope of study• Limitations• Data analysis and interpretation• Personal experience• Findings• Recommendations• Conclusion

Introduction

Reliance Fresh• Established : 30 October 2006• Headquarter: Mumbai• Founder: Mukesh Ambani• Tag line: Growth Through value creation• Web site: www.ril.com

Product of Reliance Fresh• Staples• Processed Food• Non-vegetarian• Hard-line• Homecare• Personal care• Baby Care• Beverages• Dairy• Non Food• Apparel• Fresh Fruits & Vegetables• Bakery • Stationary

Things and concepts observed in Reliance Fresh

Bay Jackets

ALLIGATOR

RACK

Weighting Machine

Open chiller

Bins SEL

Customer Desk POS

POP

Daily Activity which performed in the store are

• Milk Indenting• F&V Indenting• Milk Receiving• Morning Briefing• Job Allocation• Store Performance (morning)• Bread Intending• Update Reports• Store Performance ( afternoon)• Dump• Markdown( food)• GRN Deposit• Footfall Report

R-one card

The hierarchy of the employees in the store

Objective

• To increase the footfall in the stores• To assess effectiveness of customer loyalty program.• To assess the effectiveness of customer service

provided in Bhubaneswar.• To know the causes of satisfaction and dissatisfaction

of customers.• To know what the customers want to improve in

customer service of Reliance Fresh

Research Methodology

• Sample survey ( Sample size :1800)

• Primary data• Secondary data• Observation

Scope of Study• This study will give an overall idea to the Reliance Fresh about the expectation

and satisfaction of customers with respect to Reliance Fresh in Bhubaneswar.• So we feel the study will be helpful for Reliance fresh in formulating strategy to

improve its sales. • The subject has been taken for the research as it plays key role in the success

of retail sector. No company can think of selling their product without having satisfied customer.

• Hence it is very essential to understand the customer satisfaction and to measure the satisfaction level time to time as there is always scope of improvement.

Limitations Every project has its limitations. We had faced a number of problems

during the project work. Followings are the limitations of the study:- • Time constraint. Because of the restricted time available for the

completion of this project we felt restricted in covering more areas for the project.

• Some of the people were not well educated, so we faced problem in interviewing them. Some people didn’t have time to answer the questions.

• Sometime respondents are biased.• Some of the fact may be left because of lengthiness of questionnaire as

people don’t want to give answer to lengthy questionnaire. • Research was done by taking views of limited part of the population• Deciding the sample size was very difficult for these studies.

Data Analysis & Interpretation

1%

0%

0%

AFTER PURCHASE EVALUATION

56%

0%

Personal experience

• We came to know about the job responsibilities of staff such as SM,ASM,Supervisor, commercial and CSA and Security.

• We have worked with the SM in different activities of the store.• Daily activity of reliance fresh store. • Reliance One card• Consumer Behavior• Observed the Responsibility and management of store Manager.• The GRN and DCC is the most important of the reliance store.

Findings

• Most of the customers are coming to the Reliance Fresh because ofTheir proximity to the storeQuality of the products available here Saving time and getting better purchasing experience

• Customers are not satisfied with the reimbursement of stocks• Most of the customers don’t like to purchase vegetables here.• CSAs are not attending properly to the customers during afternoon hours• Customer are not getting permanent Reliance one card.• Customers are finding difficulties in searching for the products in some

stores

Recommendations

• There should be some arrangement for fast billing services during weekends

• CSAs must be trained to be more knowledgeable about the product and should be more initiative while attending the customers.

• Watering of the vegetables must be done in a timely manner.• Varieties of cosmetic products for women must be increased.• Sitting arrangement for older people must be available.• Promotion of private label products.• There should be proper indicator in the store for product

Conclusion

Finally we can conclude the overall response of customers towards Reliance Fresh is Satisfactory. But Reliance Fresh must striving hard to work in its weaknesses to attract more customers and also to keep its existing customers.

THANK YOU