MARKETING STRATEGY

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JINSE PARACKAL

Reliance Communications Ltd. (commonly called RCOM)is an Indian broadband and telecommunications company headquartered in Navi Mumbai, India.

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RCOM is the world's 16th largest mobile phone operator with over 150 million subscribers. Established on 2004, a subsidiary of the Reliance Group.

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HIERARCHY OF NEEDS ?

1943-Maslow 2010

Esteem

Belonging

Safety

Physiological

Shelter

Food/Water

Self actualisation Internet/ Mobile Phone

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“My vision is to provide the latest

telecommunication facilities to every Indian at

the price of a postcard”

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The company has five segments;

1. Wireless segment includes wireless operations of the company

2. Broadband segment includes broadband operations of the company

3. Global segment include national long distance and international long distance operations of the company and the wholesale operations of its subsidiaries

4. Investment segment includes ianvestment activities of the Group companies, and Other segment .

5. Other segment consists of the customer care activities and direct-to-home (DTH) activities

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Main subsidiaries

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Reliance Communica

tion

Reliance Tech

Services

Reliance Internet

Data Center (RIDC)

Reliance Globalco

m

Reliance Telecommunication Limited

(RTL)

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Competitors1. Aircel, Airtel2. BSNL3. Idea4. Loop Mobile5. MTNL6. MTS7. Ping Mobile8. S Tel9. Tata DoCoMo10. Tata Indicom11. Uninor12.Videocon13. Virgin Mobile (GSM & CDMA) and14. Vodafone.

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SALES AND MARKETING STRATEGY

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Customer Generation - Tapping in to Internal Resources

• Reliance targeted internally as it looked around for the first set of customers. Officials of Reliance

• Infocomm realized that an employee base of more than 50,000 and a shareholder base of about 3.3 million was the best place to start as far as customers are concerned. Every employee was offered 10 connections at a discounted rate.

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Dhirubhai Ambani Entrepreneurship Programme – A New Way to Market

• The Dhirubhai Ambani Entrepreneur Programme began with an aim of enrolling 200,000 individuals who are committed to acquiring new customers and creating a new experience for them, based on flawless serviceand feelings of satisfaction.

• As a tribute to Dhirubhai Ambani, the acknowledged icon of a new entrepreneurial wave in India, Reliance Infocomm fostered a new breed of entrepreneurs, as

channel partners, an unparalleled event in the history of Indian enterprise.

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Advertising – Educating Masses and Evoking Passions

• Advertising was definitely a marketing strategy which complemented the unconventional channels of Reliance Infocomm. The Reliance mobile brand was branded as India Mobile to cash in on patriotic feelings. Bundling of handsets along with the service – a first time in India – allowed Reliance Infocomm to resort to a co-branding exercise with the handset makers.

• The advertisements announced that Reliance IndiaMobile was 'Kabhi mobile, kabhi computer' (Sometimes Mobile, Sometimes Computer).

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Overall three things emerge from the way Reliance handled the media

• Firstly Reliance built a huge public relations exercise around the launch of the product. The public relations gave much leverage to the advertising and gave rise to a word of mouth campaign.

• Secondly Reliance Infocomm utilized every media vehicle effectively.

• Thirdly, Reliance Infocomm relied on the passions of India, while framing advertisements.

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RWorld – Reliance Way of Putting the World in Your Hands

• Another important marketing strategy that Reliance Infocomm resorted to was the clear differentiation of the product by relying on data applications in addition to voice.

• Through RWorld– an inbuilt Java enabled data feature of all Reliance phones - the company guaranteed download speeds of up to 144 kbps, from an applications suite which has over 120 applications ranging from interactive Guides such as TV programme guides and City Guides, Live News and TV news clips from channels like NDTV, CNBC, Aaj Tak and India TV to contests, video songs, Ring Tones, Cricket Information, Women's World and KidzWorld.

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Product Innovations: Connecting with Every Section of the Society

• Reliance Infocomm leveraged its product innovation skills, applications development skills and partnerships to find new solutions to conventional and contemporary problems - from managing queues in temples, and connecting all police stations, to delivering e-governance solutions to allcitizens.

• Reliance Infocomm applications also facilitated education and health services to rural areas at an affordable cost.

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Customer Service – Icing on the Marketing Cake

• Reliance Infocomm followed up the product innovation and marketing tactics with good customer service.

• A 24 by 7, 365 days a year customer service was set up in a central location in Mumbai.

• Taking into consideration the language and cultural diversity of India, service was offered in 10 languages. This ensured that the customers, who are primarily common people who did not have much fluency in English, have a smooth experience.

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Advertising Strategies:

Branded as IndiaMobile to cash in on patriotic feelings. Bundling of handsets with service. Reliance Infocomm branded mobile phone

instruments. Advertisements based on Bollywood movies and

cricket – pulse of India.Co-branding with mobile instrument makers – reduced

ad and promo spend. Signages on Reliance Infocomm owned telecom

towers.

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Thank You…….

By: JINSE SUNNY