A STUDY

ON

DEVELOPING AND IMPLEMENTING PROMOTIONAL

STRATEGIES OF RELIANCE TRENDS
Submitted in partial fulfillment of the

requirement for the award of the degree of

BACHELORS OF BUSINESS MANAGEMENT

BY

T.LIKHITHA

(155014021)

Under the esteemed guidance of

MR.SANDEEP M.B.A

Lecturer in Management Studies

DEPARTMENT OF MANAGEMENT STUDIES

VASAVI MAHILA KALASALA

AFFILIATED TO RAYALASEEMA UNIVERSITY

KURNOOL

2015-2018
 A STUDY
ON
DEVELOPING AND IMPLEMENTING PROMOTIONAL
STRATEGIES OF RELIANCE TRENDS
Submitted in partial fulfillment of the

requirement for the award of the degree of

BACHELORS OF BUSINESS MANAGEMENT

BY

T.LIKHITHA

(155014021)

Under the esteemed guidance of

MR.SANDEEP M.B.A
Lecturer in Management Studies

DEPARTMENT OF MANAGEMENT STUDIES

VASAVI MAHILA KALASALA

AFFILIATED TO RAYALASEEMA UNIVERSITY

KURNOOL

2015-2018
 Vasavi Mahila Kalasala
Kurnool
Department of Management studies

CERTIFICATE

This is to certify that the Project Report titled “A STUDY ON DEVELOPING

AND IMPLEMENTING PROMOTIONAL STRATEGIES OF RELIANCE TRENDS ” was

carried out by T.LIKHITHA, of Regd.No:155014021. This is submitted in partial

fulfillment for the award of the Degree of Bachelor of Business Management

(BBA) of Rayalaseema University ,during the academic year 2015- 2018.

EXAMINER PRINCIPAL HOD

 PROJECT GUIDE CERTIFICATE

Ms.LIKHITHA, pursuing BBM of final year from Vasavi Mahila Kalasala,

Kurnool in partial fulfillment for the award of the degree has been done her

project entitled, “A Study on developing and implementing promotional

strategies of reliance trends”, under my guidance has furnished the details true

to the possible extent of my knowledge.

Place:

Date:
sandeep
Lecturer in Department
Of Management Studies
 DECLARATION

I hereby declare that this Project Report titled “A

study on developing and implementing promotional

strategies of reliance trends” submitted by me to the

Department of Management studies, Vasavi Mahila

Kalasala, is a bonafide work undertaken by me and it is

not submitted to any other University or Institution for

the award of any degree/diploma/certificate or

published any time before.

Name of the Student Signature of the Student

Date:
 ACKNOWLEDGEMENT

I, the researcher would like to express my thanks to all those who helped

directly or indirectly to complete this project

First, I take this opportunity to express my sincere thanks to our

Principal Smt. Dr. N. Parvathi Madam and the college management for

providing an opportunity and facility in successful completion of my project.

I also thank Mr.Sandeep Sir, Vasavi Mahila Kalasala, Kurnool for his constant

guidance and valuable advice.

My heartful thanks to the Ms.Purnima Mam,Ms.keerthi kumari mam

who showed infinite interest and helped me at all times with valuable suggestions

and kind co-operation without whom I could not draw multifarious sketch for my

Project Work.

Finally, I am thankful to my parents who helped me directly in my phase of

completion of this project work.

LIKHITHA.T
 contents
1. Introduction 8

2. Industry Profile 11

3. Company Profile 17

4. Need for the Study 24

5. Research methodology

6. Data Analysis 34

7. Findings 49

Conclusion 52

8. Annexure 53

Questionnaire 54

Bibliography 57
 Chapter1
Introduction
 INTRODUCTION

 The Reliance Group, founded by Dhirubhai H. Ambani (1932-2002), is

India’s largest private sector enterprise, with business in the energy and
materials value chain. Group’s annual revenues are in excess of U$$ 66
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 comerstone of the evolution and

growth of Reliance. Starting with textiles in the seventies. Reliance
pursued a strategy of backward vertical integration – in polyester, fiber
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 activities span exploration and production of oil and gas,
petroleum refining and marketing, petrochemicals, textiles, retail, infotel
and special economic zones.
 Reliance enjoys global leadership in its business, being the largest polyster
yarn and fiber producer in the world and among the top five to ten
producers in the world in major petrochemical products.
 Major Group Companies are Reliance Industries Limited, including its
subsidiaries and Reliance Industrial Infrastructure Limited.
Chapter-2
Industry
profile
 Industry Profile
Meaning of Retail
The word “RETAIL” is derived from the French word RETAILLIER, meaning
to cut piece off or to break bulk. Retailing in India is as old as India itself.

Definition: Retail is the sale of goods to end user, not do resale, but for use and
consumption by the purchaser. The retail transaction is at the end of supply chain
manufacturer sell large quantities of products to retailers, and retailers sell small
quantities of those products to consumers.

Example: A person who wants to obtain a product for their own personal use will
usually purchase it at retail store or from some other retail marketing channel.

According to David Gilbert:

“Any business that directs its marketing efforts towards satisfying the final
consumers based upon the organization of selling goods and services as a means
of distribution”.

Philip Kotler defines retailing as:

All activities involved in selling goods or services to the final customer for
personal use in today’s scenario our retailer does not exist in the brick and mortar
from alone. She/he can do it by using the telephone, by direct mails, by using the
Internet or absolute impersonally by using vending machines.
Evolution of the Indian Retail Sector
Traditionally retailing in India can be traced to

 The emergence of the neighbourhood ‘Kirana’ stores catering to the

convenience of the consumers.

 Era of Government support for rural retailing: Indigenous franchise model

of store chains run by Khadi & Village Industries Commision.

 1980’s experienced slow change as India began to open up economy.

 Textiles sector with companies like Bombay Dyeing, Raymond’s, S

Kumar’s and Grasim first saw the emergence of retail chain.

 Later Titan successfully created an organized retailing concept and

established a series of showrooms for its premium watches.

 Post 1995 onward saw an emergence of shopping center.

 Mainly in urbran areas, with facilities like car parking.

 Emergence of hyper and super markets trying to provide customers with 3

V’s- Value, Variety, Volume.

The Future
The retail industry in India is currently growing at a greate pace and is expected
to go upto US$ 833 billion by the year 2013. It is further expected to reach US$
1.3 trillion by the year growth rates, the consumer spending has also gone up and
is also expected to grow further in the future. In last four year, the consumer
spending in India climbed up to 75%. As a result, the Indian industry is expected
to grow further in the future days. By the year 2013, the organized sector is also
expected to grow at a CAGR of 40%.
Big Players plan investment in India
Future Group’s central malls to be extended.

Reliance Retail’s dairy business stratergy might not be easy.

Pantaloons to invest $1 billion to compete with Reliance, and Reliance is

investing 5.5 Billion.

Birla’s retail division on a hiring spree, The Aditya Birla Group will be investing
Rs. 90 billion to open 3,000 supermarkets and 200 Hypermarket in 100 cities over
the next 7 years.

Major Players in Indian Retail Industry:

 Shoppers’ Stop

 Westside

 Pantaloons

 Lifestyle

 Crossword

 Wills Lifestyle

 RPG Retail (Spencers, Music world)

 Globus

 Ebony Retail Holdings ltd.

International retailers:
There has been greater influence of brands like Wal-Mart, Tommy Hilfiger,
Carrefour, Marks & Spencer’s, Nike, etc in the big cities of India for long.
Chapter 3
Company
profile
 Company profile

Company : Reliance Retail

Subsidiary Company : Reliance Trends

Founded : 2007

Headquarters : Mumbai

Chairman and Managing Director : Shri Mukesh Ambani

 The Appeals Luggage and accessories division of reliance retail has

announced the launch of their first Apparel speciality store ‘Reliance
Trends”.
 All the Reliance Trends stores located at different places across Bangalore
offer some of the best Indian and International brands with each store’s
area of more than 15,000 sq. Ft. Of shopping area, and has been designed
and furnished by the best of the international design agencies to offer a
high style a highly customers.
 The store layout compliments the evolving tastes and preference of fashion
savvy consumers, giving them an opportunity to view/shop with ease,
 along with an army of well trained customer service associates to
compliment the entire shopping process.
 Riding on the tremendous success of Reliance Mart at variuos locations
across India, the apparel division of Reliance Retail is well on track to
democratise and make it attainable to the masses.
 This is being possible by the extraordinary design pool of Indian and
international designers, integrating the international design trends and
preferences of the Indian consumers.
 The company is offering solutions to common maintenance problems
through its state of the art innovative products like Ever White Shirts,
Wrinkle free range of garments, aromatic clothes for infants and quick-dry
sportswear that ensures optimum moisture management.
 Product quality has been ingrained into the DNA of Reliance Trend and is
integral to the mission of “Grahak Devo Bhava”. The quality system are
designed, implemented and monitored as per international standards by a
highly competent team of professionals.
 To deliver the customer the best value for their money. Only those products
that demonstrate an exemplary safety and quality meeting both implicit and
explicit needs of the consumer are approved for purchase.
 Some of the quality standards that are being followed are American
Association of textiles, chemists and colourists. American Standard, ISO
and BIS methods.
 For the first time in organised retail, Reliance Trends introducing Made to
Measure tailoring service offering customised fits to all the customers
buying fabric from the store at prices compatible to neighbourhood tailors.
 Private labels by Reliance Trends

External brand trend In relia

 Product Profile

1. Men’s Wear- Men Formal

Private Brand:
 NETPLAy
 NETWORK
 PURIZA

External Brand:
 London Bridge
 Vivaldi
 John Players
 Peter England
 Network
 Vimal
 Crimsoune Club
 Turtle

Men’s Casual:-
Private Brand:
 DNMX
 TEAMSPIRIT
 PERFORMAX
 GRAVITI
External Brand:
 PROLINE
 DUKE
 CLASSIC POLO
 TAANZ
 TWILLS
 FLYING MACHINE
 JOHN PLAYER
 LEE COOPER
 PARX
 KILLER

2. Women’s Wear:-
Private Brand:

 PERFORMAX
 TEAMSPIRIT
 RIO
 HUSS
 DNMX
 AVASA (Indian Wear)
 FUSHION
GRAPHITE

External Brand:

 CRIMSOUNE CLUB
 FUSHION TADKA
 TAANZ
 SIN
 FLYING MACHINE
 MONTE CARLO
 LEE COOPER
3.KID’S Wear:-
BOYS
Private Brand:
 TEAMSPIRIT
 FRENDZ
 DNMX
 POINTCOVE

GIRLS:-
Private Brand:
 TEAMSPIRIT
 POINTCOVE
 FRENDZ
 AVASA

EXTERNAL BRAND:-
 GINI AND JONY
 612 LEAUGE
 NAUTINAT
 AP PLAYER
GIRLS-
Private Brand:
 TEAMSPIRIT
 POINTCOVE
 FRENDZ
 AVASA

EXTERNAL BRAND:-
 GINI AND JONY
 612 LEAUGE
 NAUTINAT
 AP PLAYER

SWOT ANALYSIS:-

STRENGTH:

Lower Price
Coupons, Voucher
Promotional good quality
Value to money
Understanding the customer needs implementing of the pint theory
Offer on national holiday like 15 august , jan 16.
WEAKNESS:
Repeated Collections
Not Much Collecton
Lack Of Awareness
OPPORTUNITIES:
New Products: Expanding Beyond Clothing To Include More
Shoes, Handbags Catalogs.
Removing The Products Which Are Not Selling Much

THREATS:

There Is A Competition From Stores Like Life Style, Pantaloons,

Shopper’s Shop Etc.
Many stores Have To Open
Chapter 4
Need for
study
 OBJECTIVES

 To study the satisfaction level of customers with regard of reliance trends.

 To find out the buying behaviour of the customers coming in to the
Reliance trends.
 To identify main competitors of Reliance trends with regard to services.
 To study different types of promotional activities done by Reliance trends
for driving more customers.
Chapter 5
Research
Methodology
 Research Methodology

Data Collection methods

Primary data

 Field Survey

 Personal Interview (Questionnaire)

Secondary data

 Internet

 Company database

Research Area

 Kurnool

Research design used:

Conclusive Research Design

Descriptive Research Design

Cross-sectional Design

Single Cross-sectional Design

Conclusive research design is more formal and structured than the

exploratory design. It is use to test the hypotheses and examine the relationship.
Descriptive research design is the part of the conclusive design and it describes
the market characteristics or functions. It describes the characteristics of relevant
groups such as consumers, organizations etc. The collection of the information
from the sample population is drawn only once so it is cross sectional design.
Sampling methodology:

Target population:

Youth and professionals using smart phones(M/F) from Kurnool, 2015-16

Sampling Method:

Convenience sampling method.

Convenience sampling method means sample drawn at the convenience of the

interviewer people tend to makes the selection at familiar location and choose
respondents who are like themselves.

Sample size:100 respondents

LIMITATIONS OF THE RESEARCH

Following are some of the limitations of the study

 The study is only for the reliance trends confined to a particular

location and a very small sample of respondents.
 Respondents may give biased answers for the required data.some of
the respondents did not like to respond.
 Respondents tried to escape some statements by simply answering
“neither agree or disagree” to most of the statements. This was one
of the most important limitation faced, as it was difficult to analyse
come at a right conclusion.
 In our study we have included 30 customers because of time limit.
CHAPTER 6

DATA
ANALYSIS