Food Bazaar and Reliance Fresh

Mayank Walia
Neha Arora
Sachin Sharma
Summary Layout

1
Introduction-Food Bazaar & Reliance


Fresh

 Retail Mix Strategy

2

 Questionnaire
3

 Key Findings
4
 Food Bazaar-Introduction

Food Bazaar –Part of Future Group’s Pantaloon Retail

ltd.

Owned by “King of Retail” -Kishor Biyaani


Started in 2002 with the western values of

convenience, cleanliness and hygiene and Indian
values of see-touch-feel

Presently have 173 Food Bazaar stores in 73 cities
and 65 rural areas.

Positioned as Bazaar having quality products at
affordable and economic prices
 Reliance Fresh-Introduction

Part of Reliance Retail Ltd headed by Mr.Mukesh

Ambani


First store in October 2005 at Hyderabad



453 Stores till date in 45 cities



Positoned as ‘friendly neighbourhood store

committed to bring high quality fresh food to the
customers at an affordable price’

Retail Mix
Strategy
 Store Location
FOOD
 RELIANCE


BAZAAR FRESH

ØAccessibility ØAccessibilty
Neighborhood store format-
Shop-in-Shop(SIS) format with


Big Bazaar ,stand alone formats found in markets or localities

–in malls,metro stations etc near to the customer.



ØNumber Of Stores ØNumber Of Stores

453 Stores till date in 45 cities
173 Food Bazaar stores in 73

cities and 65 rural areas. 


Cu st om e r Se g m e n t a t ion -
 Bot h t arget s m iddle class cust om ers
Cat er t o t he large and grow ing young populat ion







 Product Offerings

1.Clear divisions in Food Bazaar [Head to

Toe,Fabric Kleen, Chakki Fresh etc]
2.Reliance Fresh focusses on food items
whereas Food bazaar focusses on overall
health care of a customer,example-Soaps
3. The stock keeping units of Food Bazaar is
too huge,example-Surf Excel-5 Kg Packs
4. Private brand 'Reliance Select' is easily
visible wheras its not with Food Bazaar's
'Tasty Treat'
 Pricing Tactics
ØReliance Fresh and Food Bazaar differentiates
themselves from other small retailers on basis of
low prices.
ØA much larger scale of operations & bundling
strategy provides Food bazaar a clear edge on
pricing part.
ØFood Bazaar also deals in EDLP (Everyday Low
Pricing),Special events pricing and Psychological
pricing
ØReliance Fresh prices come close to competing
with Food Bazaar only in vegetables and fruits
section.

 Customer
Ser vices
ØMembership Cards


Reliance Fresh


Food Bazaar


Ø
ØEmployee Interaction
High in Food Bazaar and less in Reliance

Fresh
Ø
 Contd..
ØChecking Out
Food Bazaar-in GIP=15 counters(3 cash only,3

senior citizens, 4 less than 10 items and rest credit

also)
Reliance Fresh-only 2(queue at the peak hours)

ØCompany executives
In Food Bazaar only like Loreal,Yakult, Vanish etc

ØParking
Food bazaar is located where there is ample space

for parking.
 Promotional Methods
 Food Bazaar  Reliance Fresh
§Below the line Promotion §Main Idea-make bulk purchase
Coupon discounts,, gift with

purchase, competitions and
prizes, money back offers and §Discount scheme days-
exchange offers, special Saturday and Sundays
occasions. 

§Reliance Fresh membership
§Above the line promotion card- Reliance One
 

oGive advertisement in
newspapers, TV, Internet(own
website which gives online
shopping services
o
oPartnership with Bigfix, Big FM
l l in g
92.7.
p ul s e Se
o Im
 SAMPLE SPACE-35 Questionnaire


LOCATION-Lakshmi Nagar area having two Reliance fresh stores and one


food bazaar store



1.Whenever you are in need of food what name comes first in your mind?
Reliance fresh ( ) Big Bazaar ( )
 

2. Are you a loyal customer of the brand you prefer to use or you switch over to

different
brand.

Loyal Customer ( ) Switch Over ( )

 

3. Which one among these you think has got the most geographical spread?

Reliance fresh ( ) Big Bazaar ( )

 

4. Which one of these brands provides the product and service according to the

consumer’s
needs and convenience?

Reliance fresh ( ) Big Bazaar ( )

 

5. According to you who give the best support in respect of advertisement and
Ø21 customers recalled Reliance Fresh before
Food Bazaar as it is convenienly placed.
ØNo Brand Loyalty except for 4 customers.
Ø23 people claimed Reliance Fresh has better
geographical spread.
ØMajority of them agreed Food Bazaar provide
products and services according to customer
needs
Ø25 of them recalled Food Bazaar advertisements
only,6 remembered both Food Bazaar’s and
Reliance advertisements and 4 were unable to
remember any store ‘s advertisements.
Ø
 Observations
Basis Reliance Fresh Food Bazaar
Store Management Good Good
Shopping ExperienceComfortable Satisfactory

Environment Peaceful Noisy & Unpleasant

Discounts Low High

Location Markets Malls
Parking Bad Good
Quality Good Good
Air Conditioning Effective Average
Cleanliness Good Average


 Thank You