Summer Trainee ProjectMarket Research on Identifying

Micro SD Upsell opportunities and Consumer behavior

Sri Sri University

Name:Yogesh GupteRoll No.: 14PGGMSO74

Reliance Retail

Reliance Retail established in 2006 (HQ- Mumbai) an operating subsidiary of the Reliance Industries Limited.

Reliance industries is actually the largest conglomerate in India with annual turnover of US$35.9 Billion.

Listed on 206th position in the Fortune Global 500 companies. Reliance Retail is actually the retail group of Reliance Industries Limited.

Reliance Digital

Fastest growing consumer based electronic company in India. A subsidiary of Reliance Industries Limited. Product range are consumer durables and IT.

1st store was opened on 24th April 2007 in Delhi. Currently there are around 690 store across India in more than 150 cities. MD: Mukhesh Ambani & CEO: Brain Bade Revenue reaching around 610 million

Store classification

Digital Express: India has around 225 stores while in Mumbai there are 12 stores

Digital Express Mini: India has about 1020 stores. Reliance ResQ which caters customer sales service. iStore an apple portfolio with about 19 stores in India. Reconnect a private labeled brand launched in Oct-2011 with over 200

products

Product Line Categorization

1. ProductivityIT/Telecom Laptop, Printers

2. EntertainmentHDTV, Camera, Audio

3. Home AppRefrigerator, AC

4. EnhancementAudio, storage, accessories, lifestyle, gaming, peripherals, consumables,

health and fitness

Enhancement : Storage

Flash Micro SD SD Pen drive On The Go (OTG)

External HDD Seagate Western Digital Transcend Sony Toshiba

Micro SD: Product Segmentation

Micro SD Card Variants

Capacity 8 GB 16 GB 32 GB 64 GB 128 GB

PerformanceClass Minimum Speed

2 2MB/s

4 4MB/s

6 6MB/s

8 8MB/s

10 10MB/s

Retail Store Business Pros

We provide end-to-end solution for customers, E.g. Storage, screen cards, power bank Most margin making business Range of products is larger in the stores Latest technical trend is attached and updated at stores

Cons Inventory is high for less product life cycle Online products are offered at cheaper rates and wider variety to select. Range of products is larger in the stores Latest technical trend is attached and updated at stores

Market Segmentation

Online41%

Local Retail33%

Organised Retail26%

Why customers dont buy MSD at Store?

Internal memory is adequate

Existing Micro SD card is sufficient

No Micro SD slot Any Other

How are Competitors positioned?

Croma24%

Vijay Sales17%

Kohinoor4%

Kings11%

Arcee8%

Hypercity21%

Ezone2%

Next9%

Metro4%

Primary Market Research on Consumer behavior

0

10

20

30

40

50

60

70

Same InvoicePurchases

Upgradation Cases Micro SD Owner Having ClassAwarenes

Yes No

Buying cycle analysis

Interaction with customer and pitching Product selection Billing Demo Extended Warranty and Insurance Checkout

Observations and Recommendations

Sales associates should be consistent during interaction even after billing process is completed.

Product demonstration should be conducted by well trained experts. Billing process should be faster, customer friendly and hassle free.

Conclusion

Positioning of Micro SD section near billing counter for better accessibility and purchasing.

Training and educating store associates for pitching enhancement products to customers. Customers expects appropriate demonstration, assistance and personal touch from the sales associate.

Thank You