Reliance Infocomm launched in 2002 with the goal of making communication accessible and affordable for all in India. It laid a pan-India fiber optic network and used a direct selling model to rapidly gain over 1 million subscribers in its first week. While initially targeting middle and lower income groups, Reliance grew to serve all market segments through emotional advertising, affordable pricing, and partnerships with cricketers and Bollywood stars. After splitting from Reliance, it shifted its strategy to focus more on network quality and reach while still appealing to emotions through celebrity marketing and sponsorships.

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