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Market Penetration Strategy

Reliance Retail has changed its market strategies several times in recent years. While it traditionally focused on smaller format stores, it recently launched its first 'wholesale' format called 'Reliance Market' in Ahmedabad. The company aims to diversify into both retail and wholesale-cash and carry formats, with an initial rollout of 14 Reliance Market stores in select Indian cities. Under its new strategy, Reliance Smart stores will range between 8,000 to 30,000 square feet and offer all items below maximum retail price, with discounts of 2-50% across categories. Reliance also faces challenges expanding its successful Indian formats internationally against dominant retailers like Walmart and Rewe.

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Anurag Shukla
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19 views

Market Penetration Strategy

Reliance Retail has changed its market strategies several times in recent years. While it traditionally focused on smaller format stores, it recently launched its first 'wholesale' format called 'Reliance Market' in Ahmedabad. The company aims to diversify into both retail and wholesale-cash and carry formats, with an initial rollout of 14 Reliance Market stores in select Indian cities. Under its new strategy, Reliance Smart stores will range between 8,000 to 30,000 square feet and offer all items below maximum retail price, with discounts of 2-50% across categories. Reliance also faces challenges expanding its successful Indian formats internationally against dominant retailers like Walmart and Rewe.

Uploaded by

Anurag Shukla
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Market Penetration strategy

In the past few years, looking at the evolution of the retail sector in
India, companies have changed their market strategies three to four
times already.
For instance, while Reliance Retail had traditionally focused on
smaller format stores.
The company launched its first 'wholesale' format under the name
'Reliance Market' in Ahmedabad.
New Format Diversification
Their aim is to Transform the DNA from being a predominantly
energy major to a more consumer focused group.
Mix of retail and wholesale- cash and carry formats
Initial rollout of 14 such stores in select cities across India Reliance
Market.
New Market Development
Under the new strategy, the Reliance Smart format will be 8,000 to
30,000 sq. ft and will offer all items below MRP.
Offers will be available round the year and discounts will be 2-50%
across categories.
The company wants to communicatemore you buy, more you save.
They plan to stock everything from food to apparel to furniture.
Growth in International Market
Reliance market and reliance trends are two most profitable formats
but in international market , they have to face various challenges.
Walmart IN USA and Rewe in Europe has dominantly taken over the
retail sector by offering cheap products and huge variety.
Growing global and thinking local could be the biggest challenge.
Data management and user experience would be another problem
faced by the company to expand internationally.
Future Strategies
With the advanced internet infrastructure built by reliance retail we
will create a differentiated e-commerce model for India
New initiative is about to launch e-commerce in grocery
www.relianefreshdirect.com.
Building on the successful experience of B2B business.
They want to grow the employment opportunities by covering 900
cities and provide employment to 50,000 associates.
Moving from Fresh food only- to overall food .
By
Khushboo Malhan E-25
Niharika Singh E-35
Pronoti Roy E -39
Sakshi Sharma E-47
Shriya Vermani E-49

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