Published by MBA Skool Team, Last Updated: March 25, 2017
Marketing Strategy of Reliance Infrastructure analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Reliance Infrastructure marketing mix, help the brand succeed in the market.
Reliance Infrastructure marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Reliance Infrastructure Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Reliance Infrastructure marketing strategy can be explained as follows:
Reliance Infrastructure is one of the leading construction companies in India. Being primarily a construction company, the product width in its marketing mix includes Defence, Infrastructure, Cement, Power and Engineering & Construction. In the defence segment products include weapon platforms, equipment and systems which are bought by the Indian Army. In the Energy sector, Reliance Infrastructure’s prowess is in end to end implementation of power generation projects. They have consistently been able to complete the projects within the stipulated timeframe and budget. The products include thermal plants, gas turbine power plants, cogeneration plants and wind energy. Rural electrification in line with the government policies is also taken up by Reliance Infrastructure. Reliance Infrastructure has been in power transmission business for quite a long time. They take part in power transmission both in interstate and intrastate levels. In the electricity distribution sector, they are involved in the electricity distribution for the state of Delhi. They are pioneer in building roads, specially the national and state highways and expressways. A few of the airports constructed by Reliance Infrastructure are in Nanded, Latur, Baramati, Yavatmal and Osmanabad, all are in Maharashtra. They are associated with metro rail project in Mumbai. Reliance Infrastructure are also involved in the real estate and SEZ development projects in New Delhi and Hyderabad.
Image: company website
Reliance Infrastructure Price/Pricing Strategy:
Below is the pricing strategy in Reliance Infrastructure marketing strategy:
Reliance Infrastructure has got offerings across various sectors and hence a variable pricing occurs across domains.
The defence related products which are mainly purchased by Indian Army are priced depending upon the central government willingness to pay and requirement. Such transactions are kept confidential depending upon the sensitivity of the purchase or procurement made. Energy or power plant projects are priced depending upon the tender called on by the central government. And the group which is able to complete the project with quality completion and attractive price money is allotted the project. The electrification is done in line with the government’s policies. In such cases the price is set by the concerned government authorities and thus Reliance Infrastructure is able to get its fair share of the amount. After building the highways and expressways, they collect back the project cost with the help of toll plaza on the highway. This also ensures the maintenance of these public assets. The price in its marketing mix is decided jointly by Reliance Infrastructure and central or state governments.
Reliance Infrastructure Place & Distribution Strategy:
Following is the distribution strategy in the Reliance Infrastructure marketing mix:
Reliance Infrastructure caters its products and services centrally operated from the head office. It also has got regional offices which spans across various metro and capital cities in most of the states. The website of Reliance Infrastructure provides an easy access for concerned authorities to get connected with them and discuss about any related projects. Their main investments being in public assets, so in such a case they need to go through the tender process called upon by the concerned authority, if they are interested in the project they want to undertake.
So, in such a situation Reliance Infrastructure themselves reach out to the government stating the statement of purpose of the upcoming project.
The promotional and advertising strategy in the Reliance Infrastructure marketing strategy is as follows:
Reliance Infrastructure is actively involved in brand promotion. In order to survive in the tough competition faced in the industry advertisement and promotional activity is an important survival strategy implemented by Reliance Infrastructure. Reliance Infrastructure brings out innovative ways of advertisement. It has become one of the first company to use fully wrapped metro rails as a medium of advertisement. This is a new technique now implemented many of the companies today. Other methods of promotional activity include banners and posters and television advertisements are also implemented by them so as to prove their presence. Reliance Infrastructure also take part in many of the sustainable project. Preservation and promotion of environment is highly integrated in their business practices. Sustainable technologies which they implement in any project is highly lauded approached which they undertake.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Reliance Infrastructure.
In any project, which is for the good of the general public, service quality becomes the major concern for the public. Keeping this in mind Reliance Infrastructure ensures that the projects completed by them are at the utmost level and this can be achieved only by having quality employees and support staff. Reliance Infrastructure recruit quality engineers and support executives from good colleges and universities across India and then they go through rigorous training before they are put into any project, thus ensuring quality of projects never compromised.
Being a centralized operated company Reliance Infrastructure central office takes care of most of the work from its headquarters. From project blueprint to final handover, a step by step meticulous process is involved so that the end consumers are able to enjoy and cherish the quality work done. Online portals and assessment is possible by Reliance Infrastructure, so that government project is done without any flaws or discrepancy.
Reliance Infrastructure has its physical evidence through its buildings, offices and its websites. Reliance Infrastructure has got a vast and varied physical evidence across all major cities of India. They also come up with attractive action plans of its services that attracts governments to make purchases its services and accept their tender for various public related projects. Hence, this concludes the Reliance Infrastructure marketing mix.
About Reliance Infrastructure:
Reliance Infrastructure is a subsidiary of Reliance Anil Dhirubhai Ambani Group; which is one of the largest conglomerate in India. Its products categorize it into a power generation and construction company. It is a public limited company. Reliance Infrastructure was originally named as Reliance Energy; which originally came into existence when Reliance purchased Bombay Suburban Electric Supply. By the year 2008 it shaped into its current form. As a both product and service company, Reliance Infrastructure caters in a myriad of domains, especially in the construction sector.
It is headquartered in Mumbai. Headed by Anil Ambani, who is one of the greatest industrialist in India and with annual revenues of ₹19002 crores, Reliance Infrastructure is one of the fundamental players of developing India.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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