Manoj Kumar Pal

 “A REPORT ON RELIANCE RETAIL DIGITAL” 1. Introduction The summer internship project, as a part of the course of Master of Business Management of first year students in UNITEDWORLD SCHOOL OF BUSINESS is a great programme for the students to get an exposure to the real corporate world and its working. The students are exposed to real world working environment by working under company guides as interns where a lot of learning takes place along with value addition to the organisation and the student as well. One gets to learn how the production process takes place, how the management is done at various levels and learn by getting involved in the working of the organisation. In the due course of the internship a student gets to learn in the department as chosen for the specialisation to be done in the final year. By working in the department desired, the student gets a better understanding and can see if he/she into the particular field and where does the actual interest of the student lies in. 2. company profile "Growth has no limit at Reliance. I keep revising my vision. Only when you can dream it, you can do it." Dhirubhai H. Ambani Founder Chairman Reliance Group December 28, 1932 - July 6, 2002 RELIANCE GROUP The Reliance Group, founded by Dhirubhai H. Ambani -), is India's largest private sector enterprise, with businesses in the energy and materials value chain. Group's annual revenues are in excess of USD 27 billion. The flagship company, Reliance Industries Limited, is a Fortune Global 500 company and is the largest private sector company in India. Backward vertical integration has been the cornerstone of the evolution and growth of Reliance. Starting with textiles in the late seventies, Reliance pursued a strategy of backward vertical integration - in polyester, fibre intermediates, plastics, petrochemicals, petroleum refining and oil and gas exploration and production - to be fully integrated along the materials and energy value chain. The Group's activities span exploration and production of oil and gas, petroleum refining and marketing, petrochemicals (polyester, fibre intermediates, plastics and chemicals), textiles and retail. Reliance enjoys global leadership in its businesses; The Group exports products in excess of USD 15 billion to more than 100 countries in the world. There are more than 25,000 employees on the rolls of Group Companies. Major Group Companies are Reliance Industries Limited (including main subsidiaries Reliance Petroleum Limited and Reliance Retail limited) and Reliance Industrial Infrastructure Limited. Reliance Industries Limited is India's largest private sector conglomerate (and second largest overall) with an annual turnover of US$ 35.9 billion and profit of US$ 4.85 billion for the fiscal year ending in March 2008 making it one of India's private sector Fortune Global 500 companies, being ranked at 206th position (2008). [1] It was founded by the Indian industrialist Dhirubhai Ambani in 1966. Ambani has been a pioneer in introducing financial instruments like fully convertible debentures to the Indian stock markets. Ambani was one of the first entrepreneurs to draw retail investors to the stock markets. Critics allege that the rise of Reliance Industries to the top slot in terms of market capitalization is largely due to Dhirubhai's ability to manipulate the levers of a controlled economy to his advantage. Though the company's oil-related operation forms the core of its business, it has diversified its operations in recent years. After severe differences between the founder's two sons, Mukesh Ambani and Anil Ambani, the group was divided between them in 2006. In September 2008, Reliance Industries was the only Indian firm featured in the Forbes's list of "world's 100 most respected companies" Subsidiaries of RIL Reliance Petroleum Ranger Farms Limited Retail Concepts and Services (India) Private Limited Reliance Retail Reliance Global Management Services (P) Limited Reliance Biopharmaceuticals Reliance Ghatraj Services Reliance Engineering Associates (P) Limited Reliance Retail Limited Reliance is gearing up to revolutionize the retailing industry in India. Towards this end, Reliance is aggressively working on introducing a pan-India network of retail outlets in multiple formats. A world class shopping environment, state of art technology, a seamless supply chain infrastructure, a host of unique value-added services and above all, unmatched customer experience, is what this initiative is all about. The retail initiative of Reliance will be without a parallel in size and spread and make India proud. Ensuring better returns to Indian farmers and manufacturers and greater value for the Indian consumer, both in quality and quantity, will be an integral feature of this project. By creating value at all levels, we will actively endeavour to contribute to India's growth. The project will boast of a seamless supply chain infrastructure, unprecedented even by world standards. Through multiple formats and a wide range of categories, Reliance is aiming to touch almost every Indian customer and supplier. 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. With a 27% share of world GDP, retail is a significant contributor to overall economic activity across the world. Of this, organized retailing contributes between 20% to 55% in various developing markets. The Indian retail industry is pegged at $ 300 billion and growing at over 13% per year. Of this, presently, organized retailing is about 5%. This is expected to grow to 10% by 2011. RRL has embarked upon an implementation plan to build state-of-the-art retail infrastructure in India, which includes a multi-format store strategy of opening neighbourhood convenience stores, hypermarkets, and specialty and wholesale stores across India. RRL launched its first store in November 2006 through its convenience store format ‘Reliance Fresh’. Since then RRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08. RRL launched its first ‘Reliance Digital’ store in April 2007 and its first and India’s largest hypermarket ‘Reliance Mart’ in Ahmadabad in August 2007. This year, RRL has also launched its first few specialty stores for apparel (Reliance Trends), footwear (Reliance Footprints), jewellery (Reliance Jewels), books, music and other lifestyle products (Reliance Timeout), auto accessories and service format (Reliance AutoZone) and also an initiative in the health and wellness business through ‘Reliance Wellness’. In each of these store formats, RRL is offering a unique set of products and services at a value price point that has not been available so far to the Indian consumer. Overall, RRL is well positioned to rapidly expand its existing network of 590 stores which operate in 57 cities. During the year, RRL also focused on building strong relationships in the agri-business value chain and has commenced marketing fruits, vegetables and staples that the company sources directly to wholesalers and institutional customers. RRL provides its customers with high quality produce that has better shelf life and more consistent quality than was available earlier. RRL has 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 2007-08, 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. Popular Profiles at Reliance Retail Management team Name Designation Mr. Mukesh Ambani Chairman&Managing Director Nikhil R Meshwani Executive Director Hital R Meshwani Executive Director Madhumita Mohanti Deputy General Manager Akashay Lokhande Area Manager-Operation &Sales and NSO Devandra Chawla Vice-President-Business Head, Merchandise Head Zubin Nowrojee, Mangement State Head Category Formats of Reliance Retail Reliance Fresh, Reliance Mart, Reliance Digital, Reliance Trendz, Reliance Footprint, Reliance Wellness, Reliance Jewels, Reliance Timeout and Reliance Super, MILESTON AND ACIEVMENT The Annual General Meeting of Reliance took place today with Chairman Mukesh Ambani summarizing key achievements and areas of growth. 24 Talented Kids receive Reliance Foundation Scholarship May 28, 2015 24 talented children got the ‘Reliance Foundation Young Champs’ (RFYC) scholarships. These scholarships were awarded to the young footballers, yesterday, at an event held at the Jio Garden located at Mumbai’s Bandra Kurla Complex. The awardees fall in the age group of 11 to 14 years. The scholarships will assist the children to be a part of a training program that will enhance their footballing skills. Besides, the scholarship will also provide them with education at Reliance Foundation School located at Mumbai’s Koparkhairane. Awards at the event ISL also presented awards for ‘Best Grassroots Program.’ Under this, Ranbir Kapoor’s Mumbai City Football Club won the first award, which was cash prize of Rs. 1.25 crore. The second prize was of Rs. 75 lakh, which was bagged by Delhi Dynamos Football Club owned by Sameer Manchanda. Eminent personalities were present at the event to award scholarships to the kids. These included Founder and Chairperson of Reliance Foundation and Football Sports Development Limited (FSDL), Nita Ambani; Prominent actor, Amitabh Bachchan and Honorable Chief Minister of Maharashtra, Devendra Fadnavis. Some other personalities present in the event were owners of the varied franchisees. Sachin Tendulkar of Kerala Blasters, Abhishek Bachchan of Chennaiyin Football Club and John Abraham of North East United Football Club gave their attendance. Besides, Praful Patel, President of the All India Football Federation (AIFF) was also present. Views of the Founder Nita Ambani said, “I am delighted that Reliance Foundation’s vision to develop talent at the grassroots has taken its first big leap today.” She feels that this has been possible because of the participation and dedication of all the eight franchisees of Indian Super League (ISL). She is hopeful that this grassroots football movement, in future will become the backbone of Indian football. She shared that Reliance Foundation and FSDL are of the belief that sports and education both are equally necessary. She further added that the organizations strive to provide both to their students, refine their skills and help them to recognize their potential to the fullest. Selection process Kids in thousands had participated in the football camps organized by the eight ISL franchisees, across India. Selection trials were conducted in these camps. Around 200 students were picked and chosen for a week’s trial at Mumbai. This trial was supervised by Technical Director of ISL Grassroots Program, Piet Hubersand Head Coach of the RFYC program, Marcus Vaessen. Out of the 200, 24 most talented students were awarded the scholarships. Their training session will begin in June. ISL grassroots program Reliance Foundation joined hands with FSDL, ISL Clubs, and three NGOs to roll out the ISL grassroots program. The three NGOs are Slum Soccer, Magic Bus and Yuwa. Through the program, Reliance Foundation aims at providing a platform to develop football in the country at the grassroots level. The program will also help to find talented kids from across the country and polish their skills. The program has an objective to reach out to 10 lakh youngsters in the initial years and provide them with excellent football practices. Summary 24 young footballers bagged Reliance Foundation Young Champs scholarship for sports and educational development. Reliance Jio sets up Framework for 4G Launch in 880 Cities & Towns May 21, 2015 As the day of its official 4G launch is nearing, Reliance Jio Infocomm Limited will soon unveil its office infrastructure set up around 880 cities and towns of the country. Preparations of Reliance Jio At present, the company is carrying on extensive field tests to provide the customers with the best possible service. The tests are being conducted in its plants at Navi Mumbai, Jamnagar and other places, too. The tests will ensure the integration of devices with Reliance Jio’s network, services and platform. The flagship company, Reliance Industries had informed about this in its annual report for 2014-15. The parent company also informed that its subsidiary is working hard to fulfill the minimum rollout obligations giving in the Notice Inviting Applications (NIA) for the spectrum sale held in 2010, specified according to Test Schedule Test Procedure. It requires the company to cover 90% of its service areas before 31st August, 2015. Reliance Jio is setting up a strong distribution and sales network spread across the country. It isalso recruiting new talents and experts for multiple posts for all of its locations. Besides, the company is establishing its infrastructure to deal with the future growing demand of data and voice services. It will make use of long term evolution(LTE) technology to give broadband services of high-speed. In popular terms, this is known as 4G. Reliance Jio increased its spectrum holdings with the March auction sale. The recent auction was termed to be India’s most expensive spectrum auction. The company holds the biggest liberalized bandwidth that authorizes it to offer smooth 4G services across spectrum bands of 800 MHz, 2300 MHz and 1800 MHz with an integrated ecosystem. Reliance Jio had informed that it is making an investment of Rs. 70,000 crores for its 4G venture. The annual report also said that the company has “either finalized or is in the process of finalizing pacts with original equipment manufacturers (OEMs), original design manufacturers (ODMs) and chipset vendors on end-to-end device design and engineering.”Moreover, the company is also making a tight integration of the devices with its network infrastructure to offer a smooth experience to its customers.In October, 2013 the company had acquired a pan-India Unified License (UL). This license lets the company to give out almost all kinds of telecommunication service across the country, using any technology. Analysts at Credit Suisse are of the opinion that a soft launch by Reliance Jio will be in mid-July and this will be earlier than what the market is expecting. It also says that the launch of Reliance Jio’s network will have a vital impact on others in the telecom industry. According to the Swiss brokerage,Reliance Jio has almost finalized its wholesale distributors in many of its telecom regions. It further suggested that the company will team up with retailers just 2-3 weeks before the official launch of its services. Summary Ahead of the launch of its 4G services, Reliance Jio will be setting up a framework across 880 cities and towns. Reliance Retail And Apple Set to Expand Exclusive Stores March 29, 2013 India is now catching up with euphoria of Apple products. Owing to the huge success of iPhone, iPad and other various Apple products in the country, Apple along with Reliance Retail, one of its exclusive franchisees, has planned to increase the exclusive stores of Apple to 200 by the end of 2015. iStore by Reliance Retail is an exclusive Apple Premium Reseller i.e. it caters to all the Apple products demands of the country. Reliance Retail is the retail arm of Reliance Industries Limited (RIL), led by Mukesh Ambani. The Cupertino-based gadgets giant has devised multiple strategies to grow in India which will be executed aggressively. It also plans to expand its presence in multi-brand stores. India had been on a very low priority for expansion for Apple. But since this big market is being slowly captured by another South –Korean conglomerate, it is the right time for Apple to give a serious thought to India. Apple plans to open exclusive stores like iStore and also increasing the current number of iStores across the country. Such is the growth perspective of this new market that to own a smartphone and tablet by Apple are now perceived as status symbol by most Indians. As a part of this decision, iPhones now might be available on equated monthly installment (EMI) schemes. iStores across the country will also see expansion by Reliance Retail. iStore along with 20 stores is the largest premium reseller in the country. Brian Bade, CEO Reliance Digital said that there are several new places which are by far being considered by building new stores. The designs of existing ones and the newer ones will now be based on the model stores of Apple to provide a world class experience for the consumers. “It is all about creating a superior consumer experience.” added Bade. As such there has not been any specific target given by Apple to Reliance Digital to increase the number of stores. As the market for Apple is growing remarkably well, Reliance Retail is considering prime properties in the range of around 800 sq.ft to 2,000 sq.ft for the future Apple stores. According to the reports, iPhone is the second highest revenue grosser across the country. With the expansion of exclusive Apple stores by Reliance in the country, there would be an exponential growth in the loyal fan base of this brand, as experts say. With Apple being in the business for long and Reliance Retail knowing the nerves of Indian consumerism, this expansion of stores by 2015 is a sure shot formula which will work. Apple is set to discover a bigger new market which will turn fruitful for both- Apple Inc as well as Reliance Retail. Brian Bade- The Brain Behind Reliance Digital’s Growth August 10, 2012 While many are astonished about the pace of expansion that Reliance Digital is heading with, it seems very natural and expected with a person like Brian Bade heading the segment. As a CEO of the Reliance Digital Limited (RDL), he has embarked on the idea of scaling up when others are rolling back their activities. The last 2 years have been action packed for this CEO who has been spearheading the activities of around 712 stores, right from the nascent stage to their advancement stage. With hands on experience in the retail and the electronics division (Circuit City, America ‘s retail store catering to electronic and durables )for around 15 years, he had the acumen and the expertise to map out strategies for Reliance Digital when it broke fresh ground in the country. When he was appointed as a CEO of RDL In 2010, he took up the challenge to work in a new country and comprehend with the consumer behavior over there. It would not have seemed wise for someone to leave a firm (Circuit City) that was the second largest in the USA after Best Buy over there then. However, Brain Bade has been successfully mentoring RDL and engineering it to be the country’s largest electronic retail chain. The growth that these stores have witnessed is immense and is potential of being a profitable division for RIL in the forthcoming years. Mukesh Ambani in his Annual General Meeting this year stated that he aims to create a revenue of Rs.40,000 crore revenue in a period of 4 years from the retail segment. Besides having a successful stint in the Circuit City, he has also worked for a year with Big Lots that is the largest Broadline closeout retailer. After honing his talent and skill all these year, he was well equipped to deal with the overall activities of a company right from recruiting people to intensifying its sales. Brain is known as a man who is always on the go. He intends to make RDL the ace player in the country by the end of this financial year. With stiff competition from Croma (Tata Group), Next Digital (Videocon), Digiworld along with strong regional players like Vivek in the southern zone and Vijay Sales in the western zone, the task may seem a bit daunting though. Reliance Digital witnessed a sea change in its operations when its store count increased from 27 to 85 during the previous year. The present year already has 16 new stores added to the division with the launch of a few stores in the pipeline. In fact, RDL propels to attain the landmark achievement of having 100 stores across the country in some time. Brian Bade also wishes to infuse new services and practices that will change the face of the retail industry. He supervises the activities and gets the feel of all the stores across the country by personally travelling to these stores. Mission Happiness by Reliance Digital – Experience shopping like never before August 7, 2012 Reliance Digital, the consumer electronics & durables arm of Reliance Retail and India’s largest CDIT player has come up with a novel initiative for its customers to get a feel of a “never-before” electronics shopping experience. Come August and Reliance Digital has embarked on a campaign named “Mission Happiness” where the entire shopping experience for electronic and digital productshas undergone a unique transformation. Starting 4th August 2012, Reliance Digital is focusing on three major areas that help its customersin getting maximum value out of their electronics shopping. The first is ‘Technology & Entertainment Experience Zones’ inside every Reliance Digital store where customers can see, touch and feel technology from the best brands before actually deciding to buy. These specially designed ‘Zones’ will help customers get a real-life feel of all the latest electronics brands. Another key objective of ‘Mission Happiness’ is to provide expert sales advice to customers through sales advisors who have undergone extensive training. These sales advisors are always ready to provide in-depth information about electronics as well as technology solutions so that the customer is able to make well-informed decisions. And finally, to make electronics shopping completely worry-free, there is an added focus on Reliance Digital’s in-house service arm Reliance resQ that provides ‘Lifetime product & service support’ through a single window. Reliance resQ – a unique service centre, offers lifetime support across most of the major brands and covers both pre & post sales service. Key features about resQ are 365 days support, pre-installation guidance, demonstration, preventive care, repair & diagnostics as well as extended warranty at affordable rates. Mr Brian Bade, Chief Executive Officer, Reliance Digital said “Through Mission Happiness, our aim is to ensure that our customers derive maximum satisfaction while shopping at our stores. We want our customers to get a real feel of the product and be completely convinced before buying it. We believe in building long-term relationships with our customers and hence it is our endeavour to provide them with lifetime support through our customer-friendly service offerings”. Reliance Digital with 89 stores across 33 cities is now India’s leading CDIT player. During the past year, it has tripled the number of stores from 27 to 75. Reliance Digital is the consumer durables and information technology concept from Reliance Retail. Reliance Digital seeks to fulfill the dream of every Indian, be it through its nationwide network of conveniently located stores or through its presence on the web, by providing a delightful shopping experience of products & solutions and helping them bring home the latest & best in technology from the widest selection at the lowest assured price with complete peace of mind through lifelong support. With over 200 international and national brands and over 5000 products at amazing prices, Reliance Digital has the largest display of models to help you find the right solution that fits your lifestyle. The range at Reliance Digital spans Audio and Video products (3D, LED, LCD & Plasma TVs, DVD players, Home Theatres), Digital Cameras, Durables like Air Conditioners, Refrigerators, Washing Machines, Water Purifiers, Kitchen and Home Appliances, Gaming Consoles and Games, Computers and Peripherals, Mobile and Fixed line instruments as well as a wide range of accessories covering all major product categories. The entire range of Apple products are also available. At Reliance Digital, you get to touch, try and feel every product before you make your decision. The specially designed Experience Zones (for high-end entertainment systems like home theatres, televisions, smartphones, laptops & IT products) simulate exact conditions to familiarize you with your product. The trained staff will be only too happy to understand and advise on the optimum choice of products meeting customers’ needs. What’s more, Reliance Digital is backed by Reliance ResQ, the service arm that is available for support all 7 days and fully geared to provide end to end solutions. For more information, log on to http://www.reliancedigital.in VISSION AND MISSION Mission Happiness by Reliance Digital We bring technology to life for You Mumbai, 6th August 2012: Reliance Digital, the consumer electronics & durables arm of Reliance Retail and India’s fastest growing CDIT retail chain has come up with a novel initiative for its customers to get a feel of a “never-before” electronics shopping experience. Come August and Reliance Digital has embarked on a campaign named “Mission Happiness” where the entire shopping experience for electronic and digital products has undergone a unique transformation .Starting 4th August 2012, Reliance Digital is focusing on three major areas that help its customers in getting maximum value out of their electronics shopping. The first is ‘Technology & Entertainment Experience Zones’ inside every Reliance Digital store where customers can see, touch and feel technology from the best brands before actually deciding to buy. These specially designed ‘Zones’ will help customers get a real-life feel of all the latest electronics brands. Another key objective of ‘Mission Happiness’ is to provide expert advice to customers through our instore advisors who have undergone extensive training. These in-store advisors are always ready to provide detailed information about electronics as well as technology solutions so that the customer is able to make well-informed decisions. And finally, to make electronics shopping completely worry-free, there is an added focus on Reliance Digital’s in-house service arm Reliance resQ that provides ‘Lifetime product & service support’ through a single window. Reliance resQ – a unique service centre, offers lifetime support across most of the major brands and covers both pre & post sales service and solutions. Key features about resQ are 365 days support, pre-installation guidance, demonstration, installation services, preventive care, repair & diagnostics as well as extended warranty at affordable rates. Mr Brian Bade, Chief Executive Officer, Reliance Digital said “Our store experience is designed for the customers to appreciate the full potential that their products can deliver, before they buy them. In this age of seamless connectivity, we treat it as our core responsibility to educate customers about the benefits that these products are designed to deliver. Our technology and entertainment experience zones showcase the products in a very intuitive way, while our expert in-store advisors take the customers through the product experience, like a guide, thus helping them to make well informed decisions. Once the purchase is made, we take pride in transferring the same experience to our customers’ homes as well, thus limiting the chances of any post purchase dissonance. Our resQ arm is fully trained and equipped to deliver this experience to the customers’ homes while also ensuring complete support all through the product lifetime thereafter. This from my perspective is the “Happiness” that we promise to bring to our customers’ lives”. Reliance Digital with 89 stores across 33 cities is now India’s fastest growing CDIT retail chain. During the past year, it has more than tripled the number of stores from 27 to 89. Reliance Digital’s store count increases three times in FY11- 12 April 14, 2012 Reliance Digital, a leading digital store and a part of the Reliance Retail LTD (RRL) headed by Mukesh Ambani has been on a store expansion mission. It is now the country’s leading electronic retail store with the number of stores expanding three times in the past one year. The total number of Reliance Digital stores has increased to 75 from 27 stores last year representing tremendous growth. March 2012 alone witnessed an addition of sixteen new stores to the Reliance Digital total outlets. Products Mobile Phones, Tablets, Laptops, Cameras, LED TVs, Washing Machines, Home Appliances, Sound Systems etc. Reliance website-www.reliance digital.in Reliance Digital Reliance Digital is a consumer durables and information technology concept from Reliance Retail. It is a subsidiary of Retail Digital, which is the wholly owned subsidiary of Reliance industries. Reliance Digital is a consumer electronics company in india. The first Reliance Digital Store was opened on 24 April 2007 in Delhi. Currently there are around 689 Reliance Digital Stores in around 155 cities in India. The stores are spread across the states Maharastra( Mumbai,pune),G( DelhiNCR, Gujurat(Ahmedabad), karnataka,Kolkata,Bhubaneswar,and tamilnaduetc.RelianceDigitalStoresarebiggerisizethanothertwoformatsDigitalXpress&Ministores. The company plans to ramp up its current store count of 689 stores to 1000 by September 2015 Digital Xpress Mini Digital Xpress Mini Stores are relatively smaller in size than Reliance Digital & Digital Xpress Stores. These stores are about 250 square feet and mainly sell the company's telecom services, smartphones, tablets and also accessories of other brands. They are planning to open around 2,000 stores at the end of the fiscal year 2014-15. Reliance ResQ resQ is the service arm of Reliance Digital / Digital Xpress and Digital Xpress mini stores, which caters to customers for after sales service. resQ is India’s first Multi product, Multi brand, Multi-location service facility which offers service from 10am to 10pm, 365 days a year. The resQ Care Plans offer scheduled preventive maintenance visits and Standby units in special cases. iStore Reliance Digital also operates a chain of Apple reseller in India under the name istore There are about 19 such stores in India currently. Reconnect Reliance Digital launched its private label of products branded "RECONNECT" in October, 2011. Reconnect product range covers over 200 products, from the latest large-screen LED TVs, Star-rated Reconnect’ product range covers over 200 products, from the latest large-screen LED TVs, Star-rated Air conditioners, Washing Machines, Smart phones, Tablets to household appliances & personal care products. The entire range comes with a 2 year warranty. SWOTANALYSIS Reliance Retail Parent Company Reliance group Category Retail Sector Retail and digital Tagline/ Slogan Reliance digital solution USP Trusted quality and strong backing of parent company STP Segment Quality and price cautious group Target Group Upper middle class and middle class Positioning Quality and trust SWOT Analysis Strength 1.It is Indian retail chain with 900+ stores in 80 cities in India 2.Hyper market with 95000 markets with tailoring, shoe and watch repair, laundry 3.It owns various private label brands 4.It has strong distribution network- 1600 channels in villages 5. Strong backing of the parent company Weakness 1.Product variety is available but more SKUs are not present due to inefficient back end infrastructure 2. Poor inventory control at certain locations is a concern 3. Issues like service interruption, advance balance cut without installation, disconnected network etc. 5. Penetration is not much in rural market 6. Signal quality becomes weak after antenna equipment gets rusted and in adverse weather conditions Opportunity 1.Sourcing directly from farmers; no middlemen could earn more profit as number of farmers will increase five times in next 5 years 2.Leveraging on brand name. 3.Large potential to reduce operation cost in cities using strong supply chain CORPORATE SOCIAL RESPONSIBILITY Today when most of the companies are busy in making profits by any means, there are few Ones who are focused to return this society, a part of what they have earned through this society. Reliance retail is one of them. Following efforts of reliance retail are aimed at benefiting the society making reliance socially responsible: 1) 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," he said. Asked whether the company will take students on an employment basis and pay them a stipend during the course period, he said that actually, it is planning to charge a "small fee" from those who want to join the course "as we want to bring in some discipline and regularity among the students", and will reimburse that once they are inducted into service. OBJECTIVE OF STUDYING THE ORGANISATION The core objective of studying Reliance retail digital Ltd, as an intern was to get an exposure to the real world marketing operations and other processes that follow in the corporate world. The following were the various objectives: To get an understanding of the working of a conglomerate company To understand the marketing operations of an industrial market To get an exposure to the supply chain management operations To understand the various functions of the marketing department in particular. To study consumer buying behaviour reliance digital customer of Bhubaneswar. To know about the consumer awareness towards Reliance digital. INTRODUCTION AND SCOPE OF RESEARCH WORK This report attempts to study the marketing mix keeping in mind the current market situation. Besides, this report also studies the customer feedback about the Reliance digital. Thus it can be said that there are two broad goals of the research i.e. TO STUDY THE CONSUMERS PREFERENCE FOR RELIANCE DIGITAL as a whole and other to CREATE A TOP OF MIND AWARENESS OF RELIANCE DIGITAL. The research work was done through the collection of primary data by a common questionnaire through the market survey technique. Thus; based on our research, we have made some conclusions and suggestions to make the performance of reliance digital amongst all players better. INTRODUCTION OF TOPIC Understanding The consumer preference for Reliance Digital Consumers Definition Purchase decision making pattern that is a complex amalgam of needs and desires, and is influenced by factors such as the consumer's (1) societal role (parent, spouse, worker, etc.), (2) social and cultural environment and norms, and (3) aspirations and inhibitions. Buying Behaviour is in the Advertising, Marketing, & Sales and Purchasing & Procurement subjects. Buying Behaviour appears in the definitions of the following terms: marketing research, advertisement (ad), ACORN, economic environment, activities, interests, opinions (AIO) and consumer research. Buying Behaviour appears in these other term: consumer buying behaviour. Model of Buying Behaviour Marketing Other Buyer’s Buyer’s Buyer’s Stimuli Stimuli Characteristics Decision Decision       Process             Product Economic Cultural Problem recognition Product choice Price Technological Social Information Search Brand choice Place Political Personal Evaluation Dealer choice Promotion Cultural Psychological Decision Purchase timing       Post purchase Purchase amount       Behaviour             When I have analysed the model of buying Behaviour finding that people of DELHI are influenced by the marketing stimuli (4 P’s) people are focused on price rather than product, place and promotion, other factor which influenced people is the technological advancement. Cultural Social Personal culture Reference Groups Psychological Cycle Stage Motivation Subculture Family Economic Perception Circumstances Learning Life Style Beliefs and Attitudes BUYER Roles and Statuses Personality and Social Class Self Concept Reference groups can have potent influence on behaviour in general, and they may also be very influential on consumer behaviour, considering the ‘Consumer Goods Segment’. Family and friends in specific are considered before making a decision about purchasing a product. But their purchase decision depends completely on self-opinion. Where reference groups’ influence is operative, the advertiser should stress not only the people who buy the product but also those who influenced the purchasing decision. The process may be viewed as starting when the consumer engages in problem recognition. Problem recognition occurs when the consumer is activated by awareness of a sufficient difference between his / her concept of ideal situation. The action occurs only when the consumer perceives a sufficiently large discrepancy between the actual and ideal states. Given that the consumer is aroused to action, the next state is internal search for a quick and largely unconscious review of memory for stored information and of an experience regarding the problem. This information in the form of beliefs and attitude influence the consumer’s preference towards band. If an internal search does not provide sufficient information about Products, or how to evaluate them, the consumer continues with a more involved external search for information. Any information stimuli are then subjected to information processing activities. This process involves allocating attention to available stimuli, deriving meaning from these stimuli. The alternating evaluation phase involves comparing the information gained in the search process for alternative product and brands to the product judging criteria on standards the consumer has developed. When such a comparison leads to favourable evaluations, the consumer is likely to develop a purchase intention towards that alternative that received the most favourable evaluation. A purchase process follows strong purchasing intentions. This involves a series of selection, including the type of retail outlet as well the specific brand on service to use. The consumer’s purchase then leads to various outcomes. One such outcome is satisfaction as a result of direct experience in using the brands. Satisfaction will affect the consumer’s belief about the brand. Other outcome is dissatisfaction and post sale doubt. Many ad agencies conducted an in-depth study of consumer buying behaviour and found that they all crave for peer acceptance and parental non-influence. Beyond this they are an enigma. LITERATURE REVIEW Piyush Kr. Sinha, Professor, Marketing and Chairperson, Centre of Retailing, IIMAsaid that “Retail industry is growing at a rapid pace due to the changes in the consumption culture of indian consumers ” .   Dwarika Prasad Uniyal, Assistant Professor of MICA said that“Customer Loyalty iscrucial to the success of a store since the catchment area of a store is limited and thebusiness can survive only when more value is derived out of every customer” .   Top executives of Reliance Retail Limited said that“Reliance Retail expects to break even in a year or two with the help of better business efficiencies” .   Philip Kotler, Professor of North western University said that “The Indian Retailing Industry is shaping up to be very different from that of other countries.”     Pankaj Jaju, executive director of Enam Securities Ltd. Said“There is under -penetration of organized retail in the country. It is easier to create large businesses in the speciality formats as the margins are better. Food and grocery retail is a difficult business with lower gross margins and higher competition from the corner shop(traditional) retail trade”.    Arvind Singhal, chairman of Technopak Advisors Pvt. Ltd, a retail consultancy said “Food and grocery retail accounts for 30 -35% of the overall $22 billion organized retail trade, followed by apparel retail. RESEARCH METHODOLOGY A detailed survey of consumers was carried out to find out their consumer buying behaviour of reliance digital the details of the methodology are stated below: AREAS: BHUBANESWAR Techniques Of Data Analysis I have given total 10 questions in the questionnaire including two independent variable questions (gender, age). I have sorted out the frequency distribution of all the variables. Then cross tabulation is done to get the age and gender wise discrimination of the dependent variables. Chi-square tests are also done to do the hypothesis testing. I have used IBM SPSS software for analysing the raw data and MS-EXEL for graphical representation. Type of Research Exploratory Research Descriptive research Research Question Consumer buying behaviour of reliance digital product Sampling technique Convenience sampling Sample Size 100 Samplings Areas Bhubaneswar Primary Data Responses through questionnaires LIMITATIONS OF THE STUDY 1. Some of the respondents refused to fill the questionnaires. 2. The responses may vary as some people did not want to come up with real answers. 3. The people were busy in their own work so they might not have given actual responses. 4. Limitation of time. 5. The survey is conducted only in few areas of BHUBANESWAR; hence the results may vary in other parts of the cities. 6. Small sample size. 7. And like any other research the limitation of personal bias of respondents limits the scope of the study. The findings are based on the survey conducted in the month of MAY and JUNE; the results may vary in other months. DATA ANALYSIS AND INTERPRETATION SECTION-1 UNIVARIATE ANALYSIS 1. Gender Frequency Male 52 Female 48 From the above table shows that out of 100 people of a sample male is 52 and female is 48.pi-chart shows that 52% are male and 48% are female.so male are more than female in this sample. 2. AGE Descriptive Statistics N Minimum Maximum Mean Std. Deviation Skewness Kurtosis Statistic Statistic Statistic Statistic Std. Error Statistic Statistic Std. Error Statistic Std. Error Age 100 18 37 24.92 .392 3.923 .994 .241 .908 .478 From the above table minimum age of the people is 18 and maximum age is 37.Mean, Std.Deviation, Skewness and Kurtosis is 24.92, 0.392, 0.994, and 0.908.so, the skewness is greater than 0.5 i.e. 0.994 .it shows I have positive skewness and if curve drawn, then it is stretched towards the right side more and std.error of skewness is 0.2.41. Q.2 Q2. How often you purchase from Reliance digital Store ? SWOTANALYSIS Reliance Retail Parent Company Reliance group Category Retail Sector Retail and digital Tagline/ Slogan Reliance digital solution USP Trusted quality and strong backing of parent company STP Segment Quality and price cautious group Target Group Upper middle class and middle class Positioning Quality and trust SWOT Analysis Strength 1.It is Indian retail chain with 900+ stores in 80 cities in India 2.Hyper market with 95000 markets with tailoring, shoe and watch repair, laundry 3.It owns various private label brands 4.It has strong distribution network- 1600 channels in villages 5. Strong backing of the parent company Weakness 1.Product variety is available but more SKUs are not present due to inefficient back end infrastructure 2. Poor inventory control at certain locations is a concern 3. Issues like service interruption, advance balance cut without installation, disconnected network etc. 5. Penetration is not much in rural market 6. Signal quality becomes weak after antenna equipment gets rusted and in adverse weather conditions Opportunity 1.Sourcing directly from farmers; no middlemen could earn more profit as number of farmers will increase five times in next 5 years 2.Leveraging on brand name. 3.Large potential to reduce operation cost in cities using strong supply chain Threats 1. Strong competition globally from Carrefour, Metro A.G., Tesco 2.Operationg cost are too high 3.Wallmart is biggest competitor when it comes to sourcing/ backward integration Competition Competitors 1.croma To Study the Customer Service Effectiveness of Reliance ... https://www.scribd.com/.../To-Study-the-Customer-Service-Effectiveness... Feb 24, 2011 - Organizational Attachment: Reliance Retail Limited, Bhubaneswar ... 1.4 Scope of the study 1.5 Chapter plan CHAPTER-II CHAPTER-III LITERATURE .... Reliance Fresh(Super Market) Reliance Mart Reliance Digital Reliance ... Literature review     24 Page Info Start Date Opened in 2007 Short Description India's fastest growing electronics retail chain. www.reliancedigital.in Company Overview Reliance Digital is a Consumer Electronics, Durables, IT & Telecom retail arm of Reliance Retail Group Long Description Reliance Digital seeks to fulfill the dream of every Indian, be it through its nationwide network of conveniently located st... See More Products Mobile Phones, Tablets, Laptops, Cameras, LED TVs, Washing Machines, Home Appliances, Sound Systems etc. Website www.reliancedigital.in