A Field Study Report

On

EXPERIENCING THE 7 P's OF MARKETING OF

RELIANCE MARKET

Submitted in the partial fulfillment

For the award of degree in
Master of Business Administration
To

Sangam University, Bhilwara, Rajasthan

Submitted by
ShubhamYaduka
EnrollmentNo. 2023MBGN068

SCHOOL OF MANAGEMENT STUDIES, SANGAM

UNIVERSITY, BHILWARA 2023 - 2025
 INDEX

CHAPTER NO. PARTICULARS

1. Certificate by student

Declaration
Acknowledgement
Executive summery

2. Introduction
Overview
STP
Milestone,awards,accolades
Key people

3. Products
Details
Customer satisfaction survey

4. Swot analysis

Conclusion
Thank You
 CERTIFICATE BY STUDENT

This is to certify that "Shubham Yaduka" bearing ENROLL NO.

2023SUMBGN068 of Master of Business Administration course
of the Institute (2023-25 Batch), affiliated to Sangam University,
Bhilwara. Field study report on "EXPERIENCING 7P's OF
MARKETING" is prepared by her under the guidance of
"Mr.Kishan Tank" in partial fulfillment of the requirements for
the award of the degree of Master of Business Administration of
Sangam University, Bhilwara in Rajasthan.

_____________________
Kishan tank sir
Professor
Of School of management studies
 ACKNOWLEGEMENT

I have been fortunate enough to get good timely advice from

Reliance Industries and support from a host of people to whom I
shall remain grateful. I am extremely thankful to School of
Management Studies and Pr.VibhorPaliwal Dean & Head of
Department and all the faculty members of School of
Management Studies, Sangam University, Bhilwara (Raj.), and
Dr. Manoj Kumawat Dy. Director, CESD Cell, Sangam
University, Bhilwara (Raj.), for his advice and support
throughout the completion of the project work. I take this
opportunity to express my heartfelt thanks to Programe
coordinator Mrs. Tanuja Singh Ma,am and Mentor Mr.Kishan
Tank Sir for their support and cooperation to undertake and
completion of the field study work.
I acknowledge the insights which helped me to a great extent in
completion of the project work and finally, there is deepest of
thanks for the patience and cooperation of the family and
friends, without whom the endeavor would not have been
possible.

SHUBHAM YADUKA
2023SUMBGN068
1. EXECUTIVE SUMMARY

This Study "EXPERIENCING THE 7 P's OF MARKETING OF

RELIANCE MARKET" is conducted to determine the
satisfaction level of the customers at Reliance Smart. Customer
Satisfaction helps to know about the level of satisfaction gained
by the customer from the company's offerings.
This study will assist in analyzing whether the customer
expectations are met by the retail outlet. This Customer
Satisfaction Survey will assist in understanding the expectations
of the customers and will help the company to provide much
better retail services.
This study "EXPERIENCING THE 7 P's OF MARKETING OF
RELIANCE MARKET" is conducted by carrying out a
customer satisfaction survey. A sample size of 30 customers is
considered and Random sampling method is applied. Customers
are randomly picked and are asked to respond to the questions in
the questionnaire about the satisfaction level, their expectations
from the retail outlet, their opinion and perception towards the
offers etc. These responses are collected using Questionnaires.
The primary goal of this research is to determine customer
happiness since customer pleasure leads to repeat purchases and
increases consumer loyalty to the store

.
2. INTRODUCTION

Reliance Retail is the retail initiative of the group and an epic

center of our consumer facing businesses. It has in a short time
forged strong and enduring bonds with millions of consumers by
providing them unlimited choice, outstanding value proposition,
superior quality and unmatched experience across all its retail
stores.
Since its inception in 2006, Reliance Retail has grown to cater to
millions of customers, and thousands of farmers and vendors.
Reliance Retail serves over 100,000 customers every hour, and
has the patronage of more than 156 million registered customers.
Our nationwide network of retail outlets delivers a world-class
shopping environment and unmatched customer experience
powered by our state-of-the-art technology and seamless supply-
chain infrastructure.
Reliance Retail has adopted a multi-prong strategy and operates
neighborhood stores, supermarkets, hypermarkets, wholesale
cash & carry stores, specialty stores and online stores and has
democratized access to all types of products and services across
all segments for all Indian consumers.
Reliance Retail has achieved the distinction of being the largest
retailer in the country. Reliance Retail's commitment to bettering
lives has been embodied in its pursuit to make a difference on
social socio-economic issues in India. The initiative has
broughtlarge number of farmers and small producers to the
forefront of the retail revolution by partnering with them for
growth.
3. RESEARCH METHODOLOGY

3.1 INTRODUCTION
Customer isatisfaction iis iaiterm ifrequently iused iin
imarketing. i iIt iis i ia imeasure i iof ihow i iproducts iand
iservices isupplied iby ia icompany imeet ior isurpass i
icustomer i expectation. i Customer isatisfaction iis defined ias
i"the inumber iof icustomers, ior ipercentage iof itotal
icustomers, iwhose ireported i i iexperience iiwith i i ia i i ifirm,
i i iits i i iproducts, i i or i i iits i i iservices i i i(ratings) i i i
iexceeds ispecified isatisfaction igoals." iIn ia isurvey iof inearly
i200 isenior imarketing imanagers, i71 ipercent iresponded i
that ithey ifound ia icustomer isatisfaction imetric ivery i useful i
in imanaging i and imonitoring itheir ibusinesses. iItiis iseen ias
ia ikey
iperformanceiindicator iwithin i ibusiness i iand i iis i ioften
ipart iof ia iBalanced iScorecard. iIn ia icompetitive
imarketplace i iwhere i ibusinesses i icompete i ifor icustomers,
icustomer isatisfaction iis iseen ias ia i keyi differentiator i and i
increasingly i ihas ibecome ia ikey ielement iof ibusiness
istrategy.
"Within iorganizations, icustomer isatisfaction iratings ican
ihave ipowerful ieffects.iTheyifocus iemployees ion ithe
iimportance iof ifulfilling icustomers' iexpectations.
iFurthermore,
iwhen i these iratings idip, ithey iwarn iof iproblems ithat ican
iaffect isales i iand iprofitability. i iThese imetrics i iquantify ian
iimportant idynamic. iWhenia ibrand ihas iloyal icustomers, iit
igains ipositive iword-of-mouth imarketing, iwhich iis iboth
ifree iand ihighly ieffective."
Therefore, iit iis iessential ifor ibusinesses i ito ieffectively i
imanage i icustomer i isatisfaction.iTo i ibe iable ido ithis, ifirms
ineed ireliable iand irepresentative imeasures iof isatisfaction.
Getting iconsistency i iright i ialso i irequires i ithe iattention i
iof itop ileadership. i iThat’s i ibecause iby iusing i ia ivariety iof
ichannels i iand i itriggering imore i and i imore i iinteractions i
iwith i icompanies i ias ithey i iseek ito imeet idiscrete ineeds,
icustomers icreate iclusters iof iinteractions ithat imake itheir
iindivid iual iinteractions Iiless i iimportant i ithan i itheir i
icumulative i experience. i This i icustomer ijourney ican ispan
iall ielements iof ia icompany iand iinclude ieverything ifrom
ibuying i a iproduct i to iactually i using i it, ihaving iissues
iwith ia iproduct ithat irequire iresolution, i ior isimply i imaking
i ithe i idecision i ito i iuse i ia iservice ior iproduct ifor ithe
ifirst itime. It’s inot ienough ito imake icustomers ihappy iwith
ieach iindividual iinteraction. iOurimost irecent
icustomerexperience isurvey iof isome i i27,000 i iAmerican i
iconsumers i iacross i i14 i idifferent iindustries ifound i ithat i
ieffectivei icustomer i ijourneys i iare i imore i iimportant: i
imeasuring i isatisfact iion ion icustomer ijourneys iis i30
ipercent imore ipredictive iof ioverall icustomer isatisfaction i i
than imeasuring ihappiness ifor ieach
iindividualiinteraction. iIniaddition, imaximizing isatisfaction
iwith icustomer ijourneys ihas ithe ipotential
inotionly ito iincrease icustomer isatisfaction iby i20 ipercent
3.2 OBJECTIVE OF THE STUDY
The istudy ihas ibeen iunder itaken ito ianalyze ithe icustomer
isatisfaction itowards iall i ivariant i iof Reliance store iin
iMysore iwith iaispecial ireference i ito i ithe i Reliance store i
the i other i objectives iare:
* To igather iinformation iabout icustomer isatisfaction itoward i
Reliance store iin ithe igeographic iregion iof iMysore
i&iKodagu.
* To iknow ithe icustomer iperception iabout ifeatures, ilow
imaintenance icost iand ilooks iof Reliance store iMotors.
* To iknow ithe icustomer isatisfaction iabout ithe isafety i iand i
icomfortable i iVehicles i iof i Reliance store.
* To iprovide isuggestions, iin iimproving ithe icustomer i
satisfaction i iand ithe i icompany i isales iand iprofitability
* To iknow ithe icustomer isatisfaction itowards ithe iafter isales
iservice ioffers Reliance store.

3.3 PURPOSE OF THE STUDY

The ipurpose iis i ito icheck i iout i ithe i iconsumer i
isatisfaction i itowards Reliance store and iits iservices iand
iwhat iare ithe iconsumer’s i irequirements i iand i iwhy i ia
iproblem icostumer i ifaces iand iif ithey iare i satisfied.

3.4 DATA COLLECTION METHOD

iEXPLORATORYiRESEARCH
The imethod iused ifor iexploratory iresearch iwas
 Primary iData
 Secondary idata
 Primary iData
New idata igathered ito ihelp isolve ithe iproblem iat ihand.i iAs
i icompared i ito isecondary idata iwhich iis ipreviously
igathered idata. iAniexample iis iinformation igathered iby ia
iquestionnaire. iQualitativeior iquantitative i data ithat iare
inewly i icollected i iin i ithe i icourse iof iresearch, iConsists iof
ioriginal iinformation ithat icomes ifrom ipeople iand
iinformation igathered ifrom isurveys, ifocus igroups,
iindependent iobservations iand itest iresults. iDataigathered iby
ithe iresearcher iin ithe iact iof iconducting iresearch. iThis iis
icontrasted ito isecondary idata, iwhich ientails ithe i iuse i iof
idata i igathered i iby isomeone iother ithan ithe iresearcher
iinformation ithat iis i iobtained i idirectly i ifrom i ifirst- ihand i
isources iby imeans iof isurveys, iobservation ior
iexperimentation. iPrimaryidata iis ibasically icollected iby
igettingiquestionnaire ifilled iby ithe i respondents.
 Secondary iData
Information ithat ialready iexists isomewhere, ihaving ibeen i
collected i for i another ipurpose. iSources i include icensus
ireports, itrade ipublications, iand i subscriptioin iservices.
iThereiare itwo itypes iof isecondary idata: i internal i and i
iexternal i isecondary idata. iInformation icompiled iinside ior i
outside i the i organization i ifor i isome i ipurpose other ithan
ithe icurrent i investigation i iResearching i information, i which
i ihas i ialready ibeen ipublished? iMarketiicompiled ifor
ipurposes iother ithan ithe icurrent iresearch ieffort; iit ican ibe
iinternal idata, isuch ias iexisting i isales-tracking i
iinformatiion, ior iit ican ibe iresearch iconducted iby isomeone
ielse, isuch ias ia imarket iresearch icompany ior ithe iU.S.
igovernment.

iDESCRIPTIVEiRESEARCH
STEPS iin ithe idescriptive iresearch:
Statement iof ithe iproblem
* Identification iof iinformation ineeded ito isolve ithe iproblem
* Selection ior idevelopment iof iinstruments ifor igathering ithe
iinformation i
* Identification iof itarget ipopulation iand idetermination iof
isampling iPlan.
* Design iof iprocedure ifor iinformation icollection i
* Collection i&iAnalysis iof iinformation i
* Generalizations iand/or ipredictions
4. Overview

Parent Company : Reliance group

Category : Retail
Sector : lifestyle and retail
Tafline/slogan : ApkiKhushihamariKhushi
USP : Trusted quality and strong backing
of parent

5. STP
Segmentation Quality and price cautious
group

Target market Upper middle class and middle

class

positioning Quality and trust

6. MILESTONE, AWARDS AND
ACCOLADES

Reliance Digital won Gold for 'Digital Marketing Excellence in

Social Media' at Digixx Awards 2020 by Ad gully.Reliance
Digital won 'Social Media App Effectiveness award at Global
Customer Engagement Awards 2020 by ACEF.
Reliance Jewels awarded the 'Most Admired Emerging Retail
Brand of the Year' at Mapic India Retail Awards 2021.
Reliance Jewels named 'The Retailer of the Year' and 'Marketing
Campaign of the Year' at the Business Leader of the Year
Awards.
Reliance Digital recognized as 'India's Only Electronics Retailer
Super Brand' for the second consecutive year.
Reliance Retail won Guarded Retail Employees Amidst
Turbulence (GREAT) Award at TRRAIN Retail Awards 2020-
21.
Snactac Mixed Fruit Jam and Scrubz were ranked No 1 in their
respective categories by Consumer Voice magazine in FY2020-
21.
Marks & Spencer Reliance India Private Limited featured in the
top 10 list of India's Best Companies to work for women Marks
& Spencer Reliance India Private Limited CII SCALE award for
outstanding performance in Supply Chain and Logistics.
CHAIRMAN Mukesh D. Ambani

NON-EXECUTIVE Nita M. Ambani

DIRECTOR

EXECUTIVE DIRECTORS 1. Hital R. Meswani

2. Nikhil R. Meswani

3. P.M.S. Prasad

INDEPENDENT 1. AdilZainulbhai
DIRECTORS

2. Raminder S. Gujral

3. ShumeetBanerji

4. ArundhatiBhattarcharya

5. K.V. Chowdary

6. Yasir Othman H. Al Rumayyan

7. DETAILS
Reliance Retail has been ranked amongst the fastest growing
retailers in the world. It is ranked 53rd in the list of Top Global
Retailers and is the only Indian Retailer to feature in the Top
100. It is the largest retailer in India with the widest reach.
Reliance Retail which grew its retail footprint by 39 per cent (in
square feet) since the pandemic, added multiple brands and
expanded its digital commerce will further swell its network
with the addition of Future Retail stores that came under its fold
after the owner could not pay lease rent, analysts said. Bernstein
in a report said Reliance Retail is India's largest organized
retailer both in terms of revenue and store network. It has 14,412
stores in India spread over 40 million square feet.
Reliance Retail has 249 million registered customers buying
across all its formats. It recorded more than 780 million footfalls
across all its stores in FY23, a scale unmatched by any other
retailer in India. With nearly 3 million daily transactions,
Reliance Retail operates at a scale unparalleled in the Indian
retail industry and continues to enrich the quality of lives of
millions of Indians every day.
Reliance Retail reported a turnover of Rs. 2,60,364crores for the
financial year 2022-23. As on March 31, 2023, Reliance Retail
operated 18,040 stores across 7,000+ towns with a retail area of
over 65.6 million square feet.
8. DATA ANALYSIS AND INTERPRETATION

Q.1 Are you satisfied with the quality of product

available?
30 RESPONSESS

Q.2 Are you satisfied with the facilities provided ?

Q.3 Are you satisfied with the quality of product
available ?

Q.4 Are you satisfied with the Staff Behaviour?

people

Yes
No
Q.5 Is the locality of store is easily accessible?

Place

Too far
Close
Moderate

Q.6 What you think of the product prices?

Price

Low
High
Moderate
Q.7 Did you see the hoardings or any ads of the reliance
stores?

Physical Evidence

Yes
No

Q.8 Is the Overall purchasing process is easy?

Process

Yes
No
9. SWOT ANALYSIS

Reliance Retail SWOT analysis evaluates the brand by its

strengths, weaknesses, opportunities & threats. In SWOT
Analysis of Reliance Retail, the strengths and weaknesses are
the internal factors whereas opportunities and threats are the
external factors.
Reliance Retail is one of the leading brands in the lifestyle and
retail sector. The article below lists the Reliance Retail SWOT
and includes its target market, segmentation, positioning & USP.
Let us start the SWOT Analysis below:
A. Reliance Retail Strengths
The strengths of Reliance Retail look at the key internal factors
of its business which gives it competitive advantage in the
market and strengthens its position.
A list of strengths is mostly the starting point in a SWOT
analysis. Below are the Strengths in the SWOT Analysis of
Reliance Retail:
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.

B. Reliance Retail Weaknesses

The weaknesses of a brand are certain aspects of its business
which it can improve. Here are the weaknesses in the Reliance
Retail SWOT Analysis:
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.

C. Reliance Retail Opportunities

The opportunities for any brand can include prospects of future
growth. Following are the opportunities in Reliance Retail
SWOT Analysis:
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 and entering into Reliance saloon.
3.Large potential to reduce operation cost in cities using strong
supply chain.

D. Reliance Retail Threats

The threats for any business can be external factors which can
negatively impact its business.
The threats in the SWOT Analysis of Reliance Retail are as
mentioned:

1. Strong competition globally from Carrefour, Metro A.G.,

Tesco.
2. Operationg cost are too high.
3. Walmart is biggest competitor when it comes to
sourcing/backward integration.
10. CONCLUSION

In conclusion, this study examined EXPERIENCING THE 7 P's OF

MARKETING OF RELIANCE MARKET in Bhilwara. Reliance Retail
will expand as a result of the widespread consumer spending that the
economy is experiencing for a few different reasons. It has created a
brand image in the eyes of customers, the contemporary Indian family,
children, and small local businesses.
However, there is fierce rivalry, whether it comes from companies like
Amazon, Wal-Mart, or D- Mart. To expand and keep its competitive
edge, Reliance Retail must remain ahead of its rivals. Finally, it has a
huge opportunity to profit from the rise of consumption in those a creats
as a result of its development into mid and low-tier cities. Since
customer satisfaction encourages repeat business and enhances customer
loyalty to the retailer, determining client happiness is the main objective
of this study.

Submitted to
Kishan Tank Sir
Professor
MBA Program
School of management studies