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East India Hotels RELIANCE INDUSTRIES LIMITED Group 6 Akanksha Singh	0911004		Saurabh Chandra	0911047 Sumit Kumar	0911057		Arvind Choudhary	0911085 Bhawna Jain	0911301		Ganeshram K	0911309 Shikha Rawat	0911344
b2b Core Competencies Focus on capital intensive industries in which success turns on the ability to get around regulators & competitors  Time and cost effective completion of complex & advanced technology projects  Unmatchable ability to manage relations with the government b2c
Brand Identity - RIL RIL as a Product RIL as Organization RIL as Person RIL as Symbol ,[object Object]
Among the top ten producers in the world in major petrochemical products
 Very strong backward integration
Positive effect on operating margins and interest costs and decreased the Company's exposure to cyclicality of markets & raw material prices. 
 Perceived as a B2B brand
 Jamnagar BrandReliance Industries Limited -  A-Z of Petrochemical
Brand Identity - RIL RIL as a Product RIL as Organization RIL as Person RIL as Symbol ,[object Object]
 Largest private sector company in India (3% of India’s GDP)
An empire that other corporate houses aspire to become
Aggressive yet Patient!
 Shrewd Observer
 Opportunistic – Telecom in 1999, Retail in 2006Reliance Industries Limited –  Dynamic, World Trotting, Pukka Gujarati!
Brand Identity - RIL RIL as a Product RIL as Organization RIL as Person RIL as Symbol ,[object Object]
 Male
 Westernizing Gujju
Politician Three faces of Ambani * Unique, Larger than life –         A Brand name A schemer, a first class liar & has no values in life Napoleonic – 	Has a more sophisticated political brain, a dreamer & visionary  Reliance Industries Limited –  Dominant & Arrogant – a Road Roller! * Source: Ambani & Sons by H. McDonald
Brand Identity - RIL RIL as a Product RIL as Organization RIL as Person RIL as Symbol Simple Font – “no nonsense, we mean business” Circle around the drop signifying “end-to-end petrochemical” Or with its entry into Retail and other segments – “fluid brand  with an ability to extend everywhere” Reliance Industries Limited – Growth is Life
Reliance Retail Limited ,[object Object]
 Presence : 85 cities across 14 states.
 In two formats:
 Value - Reliance Fresh, Reliance Mart, Reliance Super
 Specialty - Reliance Digital, Reliance Trends, Reliance Timeout, Reliance Footprint, Reliance Wellness, Reliance Jewels,[object Object]
 Value format:  daily household needs
Reliance Fresh: a neighborhood concept
Reliance Mart: an all under one roof supermarket concept

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Brand extensions - RIL

  • 1. East India Hotels RELIANCE INDUSTRIES LIMITED Group 6 Akanksha Singh 0911004 Saurabh Chandra 0911047 Sumit Kumar 0911057 Arvind Choudhary 0911085 Bhawna Jain 0911301 Ganeshram K 0911309 Shikha Rawat 0911344
  • 2. b2b Core Competencies Focus on capital intensive industries in which success turns on the ability to get around regulators & competitors Time and cost effective completion of complex & advanced technology projects Unmatchable ability to manage relations with the government b2c
  • 3.
  • 4. Among the top ten producers in the world in major petrochemical products
  • 5. Very strong backward integration
  • 6. Positive effect on operating margins and interest costs and decreased the Company's exposure to cyclicality of markets & raw material prices. 
  • 7. Perceived as a B2B brand
  • 8. Jamnagar BrandReliance Industries Limited - A-Z of Petrochemical
  • 9.
  • 10. Largest private sector company in India (3% of India’s GDP)
  • 11. An empire that other corporate houses aspire to become
  • 14. Opportunistic – Telecom in 1999, Retail in 2006Reliance Industries Limited – Dynamic, World Trotting, Pukka Gujarati!
  • 15.
  • 18. Politician Three faces of Ambani * Unique, Larger than life – A Brand name A schemer, a first class liar & has no values in life Napoleonic – Has a more sophisticated political brain, a dreamer & visionary Reliance Industries Limited – Dominant & Arrogant – a Road Roller! * Source: Ambani & Sons by H. McDonald
  • 19. Brand Identity - RIL RIL as a Product RIL as Organization RIL as Person RIL as Symbol Simple Font – “no nonsense, we mean business” Circle around the drop signifying “end-to-end petrochemical” Or with its entry into Retail and other segments – “fluid brand with an ability to extend everywhere” Reliance Industries Limited – Growth is Life
  • 20.
  • 21. Presence : 85 cities across 14 states.
  • 22. In two formats:
  • 23. Value - Reliance Fresh, Reliance Mart, Reliance Super
  • 24.
  • 25. Value format: daily household needs
  • 26. Reliance Fresh: a neighborhood concept
  • 27. Reliance Mart: an all under one roof supermarket concept
  • 28. Reliance Super: a mini-mart concept
  • 30. Reliance Digital: consumer durables & information technology concept
  • 31. Reliance Trends: apparel & accessories concept
  • 32. Reliance Wellness: health, wellness & beauty concept
  • 35. Reliance Time Out: books, music & entertainment concept
  • 36. Reliance AutoZone: automotive products & services concept
  • 37. Reliance Living: home ware, furniture, modular kitchens, furnishings Reliance Retail Limited – Everything you need for a happy home at Low cost, Value for Money
  • 38.
  • 40. Entry with a bang
  • 41. Strong back end operations including supply chain
  • 43. Value for moneyReliance Retail Limited – Smart and Swift – zooming in and grabbing space for itself
  • 44.
  • 47. Ensures all your needs are met. Reliance Retail Limited – Mentally strong, Indian housewife
  • 48.
  • 49. The names are written on a red back ground – Aggressive
  • 50. The ‘Reliance’ name is prominent & the font and symbol are the same as RIL – To eliminate confusion & establish strong parent backing
  • 51.
  • 52. Basis of Fit Skills (Project Management, Lobbying) Assets (Capital Base) Original Product Class: Petrochemicals Extended Product Class: Retail Complements – Petroleum Retail (Separate SBU. Not part of RRL) Strategic Fit: Diversified portfolio – Risks hedged. RIL RRL User Type: Not common. Extended into B2C Symbol: Gets them closer to “aam aadmi” brand
  • 53.
  • 54. Contract farming plan will be activated once the required scale is reached
  • 55. Efficiencies of scale: price points as low as Rs. 99 in its apparel brands to compete with street market prices
  • 56. Top management – “Indians spend mostly on streets which is our main competition. We intend to bring those shoppers to RRL”
  • 57. True Baniya – Willingness to supply private labels to other retailers.To compete with the kirana stores Will start home deliveries of groceries “As we keep going down the strata, our hypermarkets will keep getting smaller,” (average kirana store is 175 sq. ft in size) Retail, like its core businesses, is definitely a business where they can scale significantly and quickly.
  • 59.
  • 63. Present in all areas of a luxurious experience
  • 66. Country of origin: very closely associated with India
  • 67. Quality/Value: Best in Asia-pacific
  • 68. Association with use: Business and pleasure
  • 69. Users: Foreigners and upper classes, business (managers & upper echelons)
  • 70. Perfect blend of the region’s culture and the comfort of modern facilitiesEast India Hotels Maharaja Experience – Living like a King!
  • 71.
  • 72. Specialized in hospitality
  • 73. Create an experience
  • 74. Personalized and warm service
  • 76. CourteousEast India Hotels An epitome of service, luxury and efficiency!
  • 77.
  • 81. Believer in traditional Indian valuesEast India Hotels Second generation Indian aristocrats
  • 82.
  • 83. Font is floral and artistic - reminds of old age aristocracy
  • 85. Either heritage or very modern architecture, nothing in between!East India Hotels Luxury Redefined
  • 86. Type of Brand & Ability to extend RRL Capital Intensive Long breakeven period Diversification Strategy EIH Capital Intensive High barriers to entry Long breakeven period High returns Philosophy Interest Knowhow Formula Product D B C E A Petrochemicals EPC Fuel Stations Low cost Airlines
  • 87. Perimeters of Brand Extension RRL & Hospitality No-go Area Extension Zone Outer Core Forward Integration like Fertilizers Inner Core Line Extension Oil and Gas Fields Spontaneous Associations Latent Potential Non-conventional energy sources Threat to Brand’s capital assets
  • 89. On EIH What PRS Oberoi says The hospitality business is very capital intensive. EIH has a growth strategy and it needs strong committed shareholders. RIL clearly satisfies these criteria. It is a long term investor and does not have any conflict of interest. Tussles between the next generation of Oberois is evident; PRS Oberoi will not want the brand to be diluted after his lifetime Strong external partner who can carry the flame after PRS Oberoi - RIL fills the gap Nita Ambani will be appointed to the board; 3 – 5 years down the line, RIL may buy controlling stake in EIH RIL will not change the Oberoi brand name, but be a shadow endorser What others say Emotional Investment Mukesh Ambani had approached the Oberois’ 3 years ago to buy the company Strategic Investment Avenue to invest the excess cash (to the tune of $8 billion) of RIL; RIL to help fund EIH’s international expansion into US & UK White Knight RIL stake intended to thwart takeover attempts by ITC Dark Knight Is it a replay of the L&T drama of early 1990s?
  • 90.
  • 91. RIL’s giant projects in urban development, distribution and retailing shows a belief that such schemes are beyond the capacity of the government
  • 92.
  • 93. Limitations of the frameworks Bases of Fit Not able to apply to completely unrelated industry sectors Type of Brand & Ability to extend Doesn’t discuss about the financial implications/viability No clear distinction between the types of brand Brand characteristics not analysed from end user POV Perimeters of Brand extensions Doesn’t discuss about the financial implications/viability No–go area not applicable for all brands Brand characteristics not analysed from end user POV
  • 94. The Detail in Retail Hype & Interest of Retail in India Is Big Retail making money? Casualties: Shubhiksha, Vishal Retail, Indiabulls! Spencers’ loss: Rs 300 crore in 2008-09. Is still losing Rs 12-13 crore a month. Downsizing (<1 million square feet now) Shoppers Stop’s loss: Rs 64 crore in 2008-09 ABG’s More Chain (2007) hopes to become positive in 2012-13 Pantaloon highly leveraged (Rs 4,000 crore of debt) Reliance Retail: loss of Rs 700 crore in 2008-09 & Rs 450 crore in 2009-10.
  • 95. RIL Vs ADAG Silent Calculating Opportunistic Ruthless Behind the scenes worker Constant stream of cash from petrochemicals Friends with both ruling & opposition parties Businesses tied with India’s growth Media savvy Emotional PR guy Cash stream from IPOs Friendship with Amar Singh –Suspect in the eyes of others Business success depends on taste of consumers

Editor's Notes

  1. Gujarati in business sense while Jatt in attitude – westernized – coz is proficient in business nuances
  2. RRL was close to breakeven in 2008, but the economic slowdown over took themCombined loss of 17 subsidiaries Rs. 244 Cr against a revenue of Rs. 5310 Cr
  3. Not able to fit this framework for RIL and Hospitality Sector
  4. EPC – Engineering Procurement &amp; ConstructionB: Already into petrochemicalsC: Have a know how of constructing large industrial complexes starting from polyster plants to refineriesE: Philosophy of “aamaadmi” brandD: common denominator of capital intensiveRRL: overlap of know how (petroleum retail and lobbying) and interest is capital intensive and growing with growing economy
  5. A: CausticsB: Interest in refineriesC: already into solar energy
  6. Shadow endorser – controlling stake