rReliance lyf digital presence and competition analysis, Digital platforms to use for marketing, Facebook and Twitter strategies and post that can be used ! How reliamce

1. R E L I A N C E L Y F
FUTURE READY LYF SMARTPHONE

2. S U M M A R Y
Established in the year 2015,
launched first set of mobile in
2016, became 5th largest
smartphone player and second
largest LTE phone supplier in
India surpassing Micromax &
Lenovo
Products
1. Earth - (19k - 20k)
2. Water - (6k - 9k)
3. Wind - (5k - 8k)
4. Flame - (3k - 5k)
JIOFI
D E T A I L S
Phones are manufactured by
ZTE Corporation, distributed
through retail outlet(2000),
Grofers & Amazon
C O M P A N Y
A subsidiary of Reliance Retail,
consumer electronic arm of
Reliance Industries Ltd.
Company plans to ramp up store
count to 2500 by 2017 end.

3. T A R G E T A U D I E N C E
Demographics - Lyf targets people aged
between 18-55 which mainly includes
students, working professional,
businessman, housewives, common
cellphone users from metros, Tier 1-2-3
cities.
Psychographic - Lyf users looks for premium
features, elegant design at an affordable range
Lifestyle - Value-for-Money would certainly be one
the traits of Lyf User

4. T A R G E T A U D I E N C E
Income Level
Entry Level Customer -Individuals from
lower socio-economic classes of India
Mid-Range Consumer - Individuals from
Middle class and lower middle class,
Newcomers, White Collar Professional
Positioning - Budgeted 4G Smartphones

5. Buyer Persona
Background -
Runs a Restaurant
Working since 15 years
Married with 2 children
Demographics
Male
Age - 45
Income - INR 20,000
Suburban Mumbai
Identifiers
Calm demeanor
Not Tech Savvy
Spends weekend with family
Srini Iyer

6. C O M P E T I T I O N L A N D S C A P E
R E L I A N C E L Y F

7. M A R K E T S H A R E 2 0 1 6
1- Samsung: 22%
2 - Xiaomi: 11%
3 - Oppo: 9%
4 - Lenovo 9%
5 - Vivo 7%
5 - Reliance Lyf 7%

8. S A M S U N G
Interview with various Influencers about
their experience with C7 Pro -
#LeanIsTheNewMean
Engagement Post - Selfie with person
from History
New Product Launch -
SamsungPay/Galaxy S8
Promotional offers on new purchases
Teaser of New Product launch
Holi Pictures sharing
Quality Testing Videos
X I A O M I
Fan Festival Sale - Rs1 Flash Sale
#MiPhotographer of Month Contest
Personal Delivery of phones
Gaming contest - highest score
individuals gets gratified
Engagement with political leaders
Musical Evening - where singers
perform live
Campus Superstar - engage with
College students, students with most
votes
Random customer callout

9. O P P O
Deepika Padukone star as an
Ambassador
Posts about Mobile features, like long
battery life, fast charging
#SelfieExpert #RisingStar
Dual Front camera
Share a post & Win Contest
Signed by Deepika Padukone
Promoting Celebrity Selfies (Influencer
marketing)
#FreshFace Contest
L E N O V O
#PowerHouse Campaign - promoting
long battery life
Mobile Feature Promotion
#ImpressionJamao
Regular posting about the product
features mainly battery life
#KickAss Sale - flash sale on Flipkart
promotion

10. D I G I T A L P L A T F O R M S
SEM/SEO - Google, Bing, Yahoo etc
Would like capture the Intent based purchasing
In-Market Ads, Low Hanging Fruits
0 1
Influencer Marketing - Digit.in , NDTV-Gadgets,
Fonearena, Techivian, 91Mobile, Pricebaba
It influences buying decision
0 2
Inbound Marketing
Blogging - Most user research before buying, this
influences there buying decision
0 3
Social Media Marketing - Facebook, Twitter, Insta,
Youtube, Snapchat,
This is where they spend of most their time, Freinds
and family influences the most in buying
0 4
R E L I A N C E L Y F

11. D I G I T A L P L A T F O R M S
Online PR - News are treated as source of good deals
ET, TImes, Financial Times, etc
Large readership largely qualified TG
0 5
Ad Spends - Banner Ads/ Video Ads on Web/apps
across categories like Games, Business, Education,
Music, Sports, Travel
0 6
Groups & Forums Discussion
Quora, Facebook Groups, Forums, Reddit are great
sources marketing, User searches the forum for
insights on mobile features, usage & value
0 7
KeyNote Events - Organizing Keynote Events to
generate Hype and interest around the product/service
launch
0 8
R E L I A N C E L Y F

12. D I G I T A L P L A T F O R M S
SMS/Emailer - Period marketing, even though
highly ignored, still gives ROI, plus helps in 0 9
R E L I A N C E L Y F
MarketPlace Marketing - Preferred listing, Exclusive
store, Discounts, Promotional offers, Flash Sales
This is where influencing impulsive buying decision
helps
1 0

13. #MobileIsLyf
B I G I D E A
Idea is to show how Mobile has
become a part of our daily life, more
important than life itself!
Video/Infographics to portray minute
details where mobile fosters our daily
LYF, how handicap we become
without mobile.
Mobile connects us to our friends and
family like never before(JIO)
How connected are we, to what's
happening around the world in real
time.

14. CONTESTS
#AirBender #LyfBender
#Earth #BetterUseEarth - Contestants to
plant saplings upload videos/pictures and
pass the challenge to friends/family - User
with highest likes gets gratified
#Water #BottomsUpWater - User to
bottoms up a liter of water this summer,
fastest and most popular user gets
gratified, Users to pass the challenge to
friends & family

15. CONTESTS
#AirBender #LyfBender
#FlameSomeonesLyf - User to donate
old clothes to poor and needy, upload
the videos/pictures, pass the challenge
to friends, most popular user gets
gratified

16. Know that feeling when you've got so many tabs open,
it slows down your phone!!
#NotAnyMore #Earth2 #3GbRAM ++ website Link++
Reliance Lyf
Reliance Lyf
Facebook Post

17. Experience the Intrigue ! Stylish and Elegant phones
#EverythingYouNeedInLyf ++Website Link++
Facebook Post
Reliance Lyf

18. Experience breathtaking low loght photography
#EverythingYouNeedInLyf ++Website Link++
Facebook Post
Reliance Lyf

19. When elegance meets performance
#EverythingYouNeedInLyf ++website Link++
Facebook Post
GIF LInk
https://goo.gl/YPmb8b

20. Facebook Post
Basking in the glow of being in top five phone maker, the Reliance Lyf team
dishes on how simplicity, emotion & you help make products better.
++Website Link++
Reliance Lyf

21. Don't miss any moments, make the most of Lyf
#EverythingYouNeedInLyf ++website Link++
Twitter Post
Reliance Lyf

22. Rock, even if you Drop!!
#WaterResistant #RelianceLyf ++websiteLink++
Twitter Post
Reliance Lyf

23. Colors so vivid looks real Lyf
#SmartDiplay #VividDisplay ++Websitelink++
Twitter Post
Reliance Lyf

24. Captures even the tiny heartbeat that made you happy -
#EverythingYouWantInLyf #13MPCamera ++WebsiteLink++
Twitter Post
Reliance Lyf

25. Securely encrypt pictures and apps
#FingerPrint #Security ++websitelink++
Twitter Post
Reliance Lyf