1. Mayank Walia
Neha Arora
Sachin Sharma

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Introduction-Food Bazaar & Reliance Fresh
Retail Mix Strategy
Questionnaire
Key Findings

3. •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

4. •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‟

5. Operating
Procedures
Store
Location
Promotion
Product
offerings
Retail Mix
Strategy
Customer
services
Store
atmosphere
Pricing

6. FOOD BAZAAR
RELIANCE FRESH
Accessibility
Shop-in-Shop(SIS) format with Big
Bazaar ,stand alone formats –in
malls,metro stations etc
Accessibilty
Neighborhood store format- found in
markets or localities near to the
customer.
Number Of Stores
173 Food Bazaar stores in 73 cities
and 65 rural areas.
Number Of Stores
453 Stores till date in 45 cities
Customer Segmentation•Both targets middle class customers
•Cater to the large and growing young population

7. 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'

9. Reliance Fresh and Food Bazaar differentiates themselves
from other small retailers on basis of low prices.
A much larger scale of operations & bundling strategy
provides Food bazaar a clear edge on pricing part.
Food Bazaar also deals in EDLP (Everyday Low
Pricing),Special events pricing and Psychological pricing
Reliance Fresh prices come close to competing with Food
Bazaar only in vegetables and fruits section.

10. Membership Cards
Reliance Fresh
Food Bazaar
Employee Interaction
High in Food Bazaar and less in Reliance Fresh

11. Checking 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)
Company executives
In Food Bazaar only like Loreal,Yakult, Vanish etc
Parking
Food bazaar is located where there is ample space for
parking.

12. Food Bazaar
Reliance Fresh
Below the line Promotion
Coupon discounts,, gift with
purchase, competitions and
prizes, money back offers and
exchange offers, special occasions.
Main Idea-make bulk purchase
Above the line promotion
Reliance Fresh membership cardReliance One
oGive advertisement in
newspapers, TV, Internet(own website
which gives online shopping services
oPartnership with Bigfix, Big FM 92.7.
oCelebrity endorsement (Vidya Balan)
Discount scheme days- Saturday and
Sundays

13. SAMPLE SPACE-35
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 consumer
awareness campaign while promoting their brand?
Reliance fresh ( )
Bigbazaar ( )

14. 21 customers recalled Reliance Fresh before Food
Bazaar as it is convenienly placed.
No Brand Loyalty except for 4 customers.
23 people claimed Reliance Fresh has better
geographical spread.
Majority of them agreed Food Bazaar provide products
and services according to customer needs
25 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.

15. Basis
Reliance Fresh
Food Bazaar
Store Management
Good
Good
Shopping Experience
Comfortable
Satisfactory
Environment
Peaceful
Noisy & Unpleasant
Discounts
Low
High
Location
Markets
Malls
Parking
Bad
Good
Quality
Good
Good
Air Conditioning
Effective
Average
Cleanliness
Good
Average

16. Thank You