SUBMITTED TO :PROF. R. K.

SINGHAL

SUBMITTED BY:-GROUP-2 SHANTANU BERA AHANA PAUL SAURABH KR MISHRA SUDIP BAKSHI FIROJ MD. SHAH RASHI KUMARI

INTRODUCTION
The title of our Project is Customer value, Customer

service and Channel strategies of Reliance Trends. The purpose of this project is to study how Reliance Trends provide value to its customer because loyal customers are scarce these days.

We also tried to study the channel strategy and Supply

Chain involved throughout the entire process of delivering Customer value i.e. method that controls the flow of goods and services from the manufacturer to end users.

OBJECTIVES
The major objectives or goals which were set before starting this project are as follows:
To understand and analyze how Reliance

Trends supply chain management decisions impact customer value. Reliance Trends to its customers. strategies of Reliance Trends.

To understand the services provided by

To understand and analyze the channel

METHODOLOGY
The research was done through survey method with the help of structured interview of store incharge, Mr. Rajesh Oberoi, store personnel and also some customers of Reliance Trends.

COMPANY PROFILE
Reliance Trends was incorporated in 2007 Headquarters of Reliance Trends is at Bangalore. Chairman and Managing Director is Shri Mukesh

Ambani.
The store layout compliments the evolving tastes and

preference of fashion savvy consumers, giving them an opportunity to view/shop with ease.

 Riding on the tremendous success of Reliance Mart at

various locations across India, the apparel division of Reliance Retail is well on track to democratise fashion 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.

HIERARCHY OF RELIANCE TRENDS

STORE MANAGER

DEPARTMENT MANAGER

COMMERCIAL MANAGER

CUSTOMER SERVICE ASSOCIATES

SOME IMPORTANT THINGS ABOUT RELIANCE TRENDS

No sacking system.
Mainly targets middle and upper level customers. Training is provided if needed. Revenue-68 lakhs(feb,2012)

CUSTOMER SERVICE
Replacement should be within seven days No money return policy Home delivery for high priority customers and high volume of purchase Alteration-depends.

 In Reliance Trends customers are the king. They are

made to feel privileged to have visited Reliance Trends.

Reliance Trends attend their customers carefully & try to

find out the solution.

They make customer feel important and treat them

individually.
Customers are never said No. Their doubts or

problems are solved as early as possible.

The store personnel are polite and always ready to help.

 They give more than expected. Since the future of

Reliance Trends lies in keeping customer happy, they think of ways to elevate themselves above the competition. For this, they provide water, cold drinks, refreshment to loyal and valuable customer.
They take feedback form the customer. Customer

gives suggestion for improvements areas, requirements, anticipated discount etc. and they work immediately on the issues which shows that are keen towards constantly improving themselves.

CUSTOMER VALUES
Through their product portfolio they offer value

to their customers , entry level price point products of their in-house brands are one such items.

For e.g. for their Denim segment Their

Opening Price point brand-at Rs.299-349.

 They provides good quality products at affordable prices

which is definitely their strength.

They excite their customers using technology &

innovation.
They are working constantly on their idea to provide more

& more value for money to their customers.

CUSTOMER VALUE..
They try to provide the latest fashion items at the cheapest price Product category Womens wear Mens wear Kids wear Accessories Latest/New arrivals Comparative pricing.

PRODUCTS

1)Womens Wear Indian wear Formal wear Semi Formal wear Casual wear Dress material 2)Mens wear Formal wear Semi Formal wear Casual wear Sports wear Mens wear fabric

3) Kids wear Girls 2-8 years, 8-14

years Boys 2-8 years,8-14 years 4) Accessories Handbags Socks Handkerchiefs Sports Goods

CHANNEL STRATEGIES
Reliance Trends has adopted a very wonderful and

cost-saving channel strategy. The steps they follow are described below: According to Reliance Trendss demand the vendors supply the garments to the distribution center in Gurgaon.
Then the products are being transferred from the

distribution centers to the stores according to the order.

All the products are being transferred through the

carriers.

CHANNEL STRATEGY
CHANNEL STRATEGY

INHOUSE

BRANDED

S1 Gurgaon Central DC Relianc e Trends

S2

S3 Branded Supplier Mumbai

Distribution System
They have one distribution center (Gurgaon) for Delhi-NCR.
Wagon wheel distribution. First the product come to the DC then it is

supplied to the Reliance Trends stores in Delhi NCR region according to their demand.

 Branded products are directly supplied to the

Reliance Trends by the suppliers.

Only in-house or local brand come through the DC.

They maintain 50-60 thousand inventory per

month.

CONCLUSION
At Reliance Trends they strongly believe in "Bettering the lives of the customers everyday" and as a part of this brand promise they try to help their customers save maximum and make aspirational products affordable to every Indian household. They try to fulfill their dreams by giving them nothing less than what they deserve at the best price one can expect.