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Reliance - KAR LO DUNIYA MUTHI MEIN

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  • 1. Explores The Tagline “Karlo Duniya Muthi Mein” of the Indian Giant Reliance Infocomm
    • By-
    • Sunny Bakshi
    THE INNOVATORS
  • 2. LAUNCHING……
    • 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.
    • Laying 60,000 route kilometres of a pan-India fibre optic backbone.
    • This backbone was commissioned on 28 December 2002, the auspicious occasion of Dhirubhai’s 70th birthday,
  • 3. CELLULAR TELECOMMUNICATION -SOME PLAYERS OF THE GAME.
  • 4. MARKET SHARE
  • 5. MA RKE T SEGME NT ATION
    • RELI ANC E COM
    • TARGET MARKET
    • CORPORATE.
    • YOUTH.
    • LOVERS.
    • DIFFERENT INCOME GROUPS.
    EVERYONE
  • 6. PRODUCT & SERVICES.
    • RELI A NCE COM
    • MOBILE
    • WIRELESS PHONE
    • WIRELESS
    • BL A CKBERRY.
    • RELI A NCE L A NDLINE
    • RELI A NCE INDI A CALL
    • BRO A DB A ND.
    • BUSINESS BRO A DB A ND INTERNET.
  • 7. Porter’s five forces model
  • 8. Contd……
    • Threat of new entrants: Virgin mobiles, vodafone
    • Bargaining powers of suppliers: buys handsets from LG, Samsungs, Nokia, in bulk,there power is less
    • Bargainig powers of buyers: qiute less, reliance already provide cheap services
  • 9. Contd……….
    • Rivalry within industry: Tata Indicom, Idea cellular, Airtel
    • Threat of substitutes: Tata Indicom, Vodafone,Idea coming up with similar services of free calling on similar network
  • 10. LIV E ST U DY CHANNEL PARTNERS /AGENTS RELAINCE INFOCOMM DISTRIBUTOR RETAILER RETAILER RETAILER
  • 11. Wh er e we We nt……..
    • Reliance Infocomm-Vijaya Building,CP(Mr Prateek sharma,Marketing Division)‏
    • Distributor in Noida Sec-18(Mr Pranav Ghulathi)‏
    • 3 Retailers In panipat
  • 12. Distribu tor and Reta ile r Info rm ation
    • Distributor's profit 3 to 4%
    • Retailer's profit is 2 to 3%
    • Special bonanza schemes for distributors on acheiving more than target sales such as gold coins, foreign trips
    • Distibutors uses agents to reach the retailers
    • Distributors also introduces. attractive schemes for retailers
  • 13. Co nc ept Of K a r Lo D un iya M ut hi M ei n
    • RELIANCE , was selling a dream, rather a product
    • Reliance used emotional appeal, to target market
    • Mobile was considered as a luxury item was made available to the Middle class and lower middle class
    • Launched CDMA , technology which is proved to be a huge success
  • 14. New effe cti ve Mar ke ting M od el
    • (Direct Seller Association) other than channel partners at the time of launching.
    • Every appointment of DSE ensures one connection of reliance, thus before the starting they had the subscribers of around 200,000.
    • All the transaction from the selling to the verification of the handsets in the same hands
    • Schemes to Make the DSA involved in other businesses
    • PAN INDIA PLAN-Before the launching Fibre Optic cable network all across India.
  • 15. contd...
    • 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.
    • Strategy of delayed launch
    • Every employee of reliance industry was allowed 10 connections at discounted rates
    • Media coverage coincided with world cup-ensuring huge audiences
    • Coverage Area of 20,000 town and 4.5 Lakh Villages, Licences in 21 circles.
  • 16. Me di a Co ve rage
    • Advertised on every channel( Booked 5000 plots in 40 TV channels)‏
    • 70 Publication in regional and national newspapers
    • Advertisement pitching high on emotional and passions of Indians roping in cricketers and bollywood stars
  • 17. I MPAC T
    • Revolutionized the Indian Telecom sector
    • Huge public relation before the launch
    • 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.
    • GSM handset Prices dipped.
  • 18. A FTE R THE S PL IT
  • 19. Chan ge s in Prom otio n str ate gy
    • After, Launching sustaining in the Market
    • Targeting A&B Category with High Price ,Better Technology Handsets
    • Still Emotional Appeal-But Focused Drifted Towards-Network clarity and Network Reach
    • Highlighting the special USPs
  • 20. Celeb ri ty Mar ket ing
    • Sponsorship of Major Events Like IPL and T20 World Cup
    • More Physical in Media presence by Sponsoring Popular Shows.
  • 21. FUTU R E STRA T EGY
    • Reliance Development Programme launched for rural sector.
    • 4,500 crore for the nationwide GSM service. It would also be setting up 20,000 towers for the same.
    • Introduction of “WiMAX” that can deliver Broadband access at affordable prices quickly and to far off places.
  • 22. La gg ing in…..
    • Indian mentality of swapping the hand set, setback for CDMA market
    • Not able to penetrate GSM market, effectively.
    • Prepaid customers accounts for 97% in Indian Market (special schemes needed to capture that)
    • Aggressive promotion needed for data cards and internet connections
  • 23. Con clu sion
    • Strategy of low pricing has proven to be successful in capturing market share.
    • Successful pre research or good homework done, before launch
    • Created the market for themselves
    • Initially, target market was middle and lower income groups,now caters all segment.
    • Now focus shifted from capturing the market shares to retaining them