MARKETING MIX STRATEGIES: MEASURING THE EFFECTIVENESS AT RELIANCE FRESH

Abstract

The retail industry is a vibrant and essential sector of the economy, encompassing a diverse array of businesses that offer goods and services directly to consumers. Organized retail, in particular, represents a structured and modern approach to retailing, characterized by formal store formats, inventory management, and customer-focused strategies. Reliance Fresh, a prominent player in the Indian retail landscape, is known for its organized retail operations, providing a wide range of products under one roof. To succeed in this competitive market, Reliance Fresh employs a well-crafted marketing mix, comprising the strategic elements of product, price, place, and promotion, to meet customer needs and drive business growth. The study titled A Study on Effectiveness of Marketing Mix Strategies at Reliance Fresh aims to investigate whether the current marketing mix strategies employed by Reliance Fresh are achieving desired outcomes and meeting consumer expectations. In the fiercely competitive Indian retail industry, understanding the evolving consumer preferences, optimizing resources, and enhancing customer satisfaction and loyalty are imperative for sustained growth. The objectives of this study include assessing product offerings, pricing strategies, distribution channels, promotional activities, and their impact on brand perception and customer engagement. By evaluating these aspects, Reliance Fresh aims to stay ahead of competitors and adapt to changing market dynamics, ultimately strengthening its market position. KEYWORDS: Reliance Fresh, Marketing mix, Effectiveness, Retail industry, Brand loyalty