Reliance - KAR LO DUNIYA MUTHI MEIN

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Reliance - KAR LO DUNIYA MUTHI MEIN

  1. 1. Explores The Tagline “Karlo Duniya Muthi Mein” of the Indian Giant Reliance Infocomm <ul><li>By- </li></ul><ul><li>Sunny Bakshi </li></ul>THE INNOVATORS
  2. 2. LAUNCHING…… <ul><li>The Late Dhirubhai Ambani dreamt of a digital India — an India where the common man would have access to affordable means of information and communication. </li></ul><ul><li>Laying 60,000 route kilometres of a pan-India fibre optic backbone. </li></ul><ul><li>This backbone was commissioned on 28 December 2002, the auspicious occasion of Dhirubhai’s 70th birthday, </li></ul>
  3. 3. CELLULAR TELECOMMUNICATION -SOME PLAYERS OF THE GAME.
  4. 4. MARKET SHARE
  5. 5. MA RKE T SEGME NT ATION <ul><li>RELI ANC E COM </li></ul><ul><li>TARGET MARKET </li></ul><ul><li>CORPORATE. </li></ul><ul><li>YOUTH. </li></ul><ul><li>LOVERS. </li></ul><ul><li>DIFFERENT INCOME GROUPS. </li></ul>EVERYONE
  6. 6. PRODUCT & SERVICES. <ul><li>RELI A NCE COM </li></ul><ul><li>MOBILE </li></ul><ul><li>WIRELESS PHONE </li></ul><ul><li>WIRELESS </li></ul><ul><li>BL A CKBERRY. </li></ul><ul><li>RELI A NCE L A NDLINE </li></ul><ul><li>RELI A NCE INDI A CALL </li></ul><ul><li>BRO A DB A ND. </li></ul><ul><li>BUSINESS BRO A DB A ND INTERNET. </li></ul>
  7. 7. Porter’s five forces model
  8. 8. Contd…… <ul><li>Threat of new entrants: Virgin mobiles, vodafone </li></ul><ul><li>Bargaining powers of suppliers: buys handsets from LG, Samsungs, Nokia, in bulk,there power is less </li></ul><ul><li>Bargainig powers of buyers: qiute less, reliance already provide cheap services </li></ul>
  9. 9. Contd………. <ul><li>Rivalry within industry: Tata Indicom, Idea cellular, Airtel </li></ul><ul><li>Threat of substitutes: Tata Indicom, Vodafone,Idea coming up with similar services of free calling on similar network </li></ul>
  10. 10. LIV E ST U DY CHANNEL PARTNERS /AGENTS RELAINCE INFOCOMM DISTRIBUTOR RETAILER RETAILER RETAILER
  11. 11. Wh er e we We nt…….. <ul><li>Reliance Infocomm-Vijaya Building,CP(Mr Prateek sharma,Marketing Division)‏ </li></ul><ul><li>Distributor in Noida Sec-18(Mr Pranav Ghulathi)‏ </li></ul><ul><li>3 Retailers In panipat </li></ul>
  12. 12. Distribu tor and Reta ile r Info rm ation <ul><li>Distributor's profit 3 to 4% </li></ul><ul><li>Retailer's profit is 2 to 3% </li></ul><ul><li>Special bonanza schemes for distributors on acheiving more than target sales such as gold coins, foreign trips </li></ul><ul><li>Distibutors uses agents to reach the retailers </li></ul><ul><li>Distributors also introduces. attractive schemes for retailers </li></ul>
  13. 13. Co nc ept Of K a r Lo D un iya M ut hi M ei n <ul><li>RELIANCE , was selling a dream, rather a product </li></ul><ul><li>Reliance used emotional appeal, to target market </li></ul><ul><li>Mobile was considered as a luxury item was made available to the Middle class and lower middle class </li></ul><ul><li>Launched CDMA , technology which is proved to be a huge success </li></ul>
  14. 14. New effe cti ve Mar ke ting M od el <ul><li>(Direct Seller Association) other than channel partners at the time of launching. </li></ul><ul><li>Every appointment of DSE ensures one connection of reliance, thus before the starting they had the subscribers of around 200,000. </li></ul><ul><li>All the transaction from the selling to the verification of the handsets in the same hands </li></ul><ul><li>Schemes to Make the DSA involved in other businesses </li></ul><ul><li>PAN INDIA PLAN-Before the launching Fibre Optic cable network all across India. </li></ul>
  15. 15. contd... <ul><li>SINGLE PLAN STRATEGY -Dhirubhai Ambani Pioneer Offer Getting a mobile in Rs 600)-so as to maximize the impact among the subscribers and made achieving the magical no. easier. </li></ul><ul><li>Strategy of delayed launch </li></ul><ul><li>Every employee of reliance industry was allowed 10 connections at discounted rates </li></ul><ul><li>Media coverage coincided with world cup-ensuring huge audiences </li></ul><ul><li>Coverage Area of 20,000 town and 4.5 Lakh Villages, Licences in 21 circles. </li></ul>
  16. 16. Me di a Co ve rage <ul><li>Advertised on every channel( Booked 5000 plots in 40 TV channels)‏ </li></ul><ul><li>70 Publication in regional and national newspapers </li></ul><ul><li>Advertisement pitching high on emotional and passions of Indians roping in cricketers and bollywood stars </li></ul>
  17. 17. I MPAC T <ul><li>Revolutionized the Indian Telecom sector </li></ul><ul><li>Huge public relation before the launch </li></ul><ul><li>The scheme was a runaway success. Monsoon hungama posted reliance to the top in the telecom sector with 1 million subscribers joining them in first week. </li></ul><ul><li>GSM handset Prices dipped. </li></ul>
  18. 18. A FTE R THE S PL IT
  19. 19. Chan ge s in Prom otio n str ate gy <ul><li>After, Launching sustaining in the Market </li></ul><ul><li>Targeting A&B Category with High Price ,Better Technology Handsets </li></ul><ul><li>Still Emotional Appeal-But Focused Drifted Towards-Network clarity and Network Reach </li></ul><ul><li>Highlighting the special USPs </li></ul>
  20. 20. Celeb ri ty Mar ket ing <ul><li>Sponsorship of Major Events Like IPL and T20 World Cup </li></ul><ul><li>More Physical in Media presence by Sponsoring Popular Shows. </li></ul>
  21. 21. FUTU R E STRA T EGY <ul><li>Reliance Development Programme launched for rural sector. </li></ul><ul><li>4,500 crore for the nationwide GSM service. It would also be setting up 20,000 towers for the same. </li></ul><ul><li>Introduction of “WiMAX” that can deliver Broadband access at affordable prices quickly and to far off places. </li></ul>
  22. 22. La gg ing in….. <ul><li>Indian mentality of swapping the hand set, setback for CDMA market </li></ul><ul><li>Not able to penetrate GSM market, effectively. </li></ul><ul><li>Prepaid customers accounts for 97% in Indian Market (special schemes needed to capture that) </li></ul><ul><li>Aggressive promotion needed for data cards and internet connections </li></ul>
  23. 23. Con clu sion <ul><li>Strategy of low pricing has proven to be successful in capturing market share. </li></ul><ul><li>Successful pre research or good homework done, before launch </li></ul><ul><li>Created the market for themselves </li></ul><ul><li>Initially, target market was middle and lower income groups,now caters all segment. </li></ul><ul><li>Now focus shifted from capturing the market shares to retaining them </li></ul>

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