Published by MBA Skool Team, Last Updated: April 01, 2017
Marketing Strategy of Reliance Communications 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 Communications marketing mix, help the brand succeed.
Reliance Communications marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Reliance Communications Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Reliance Communications Product Strategy:
The product strategy and mix in Reliance Communications marketing strategy can be explained as follows:
Reliance Communications is one the well-established telecom players in India. Reliance Communications offers consumer services in its marketing mix which include 4g, 3g products and services like mobile internet, video calling, video portal, mobile TV, etc. for both prepaid and post-paid mobile services. Home phone services which includes landline phone, wireless phone, calling cards, and other home phone plans. Apps and services including games, music, devotional, astro, spottr, RWorld, chat, misc, MoviNet, sports, entertainment, ShortCode and spl characters, etc. Global calling features which involves international calls for consumers, international calls for enterprise, audio conference for enterprise and international travel are also offered by Reliance Communications. Wireline features which involve wireline internet and ultra-band. Reliance digital TV is also catered by RCom. It is also upgrading to the Next Generation IP network and also there are plans to launch new towers. It has a well-designed website which enables services for bill payments, online recharge, post-paid connection, e billing options, etc.
Image: company website
Reliance Communications Price/Pricing Strategy:
Below is the pricing strategy in Reliance Communications marketing strategy:
Reliance Communications has always maintained a competitive pricing strategy and also believes in catering the maximum crowd of the Indian market.
It always changes and moderates its prices in its marketing mic as per the bandwidth cost, based on the duration in which maximum price can be recovered. The pricing makes sure that the Reliance Communications’ main motto of reaching out to maximum crowd is fulfilled without compromising with the prices and profits of the organisation.
Reliance Communications Place & Distribution Strategy:
Following is the distribution strategy in the Reliance Communications marketing mix:
Reliance Communications has provided a wide and well defined distribution channel to outreach maximum number of people. It has many circles in all the major cities of India namely Mumbai, Delhi, Kolkata, Rajasthan, MP, Punjab, W. Bengal, Himachal Pradesh, Assam, Odisha, Bihar, J&K and North East. In Mumbai, Bangalore, Hyderabad and Chennai it has Internet data services, and underground optical cable network.
Through its global call services RCom renders its services in India, America (USA, Canada), Singapore, Hong Kong, France, Austria, Belgium, Spain, New Zealand, Netherlands and Ireland.
The promotional and advertising strategy in the Reliance Communications marketing strategy is as follows:
Reliance Communications has a well-designed and maintained website and it promotes the brand name through face book, twitter, you tube and linked in. Reliance Communications has always made its presence feel through media, newspapers, hoarding, online and offline advertising, sponsorships, celebrity endorsements, roadside stalls, press releases, TV commercials, etc. Through all these options RCom is always there in everyone’s mind and makes sure the quality and values are maintained throughout with a consistent performance.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Reliance Communications.
Reliance Communications’ physical evidence it is network strength, recharge vouchers at retailers, sim cards etc. Through the various rental plans and services offered at a nominal price the organisation offers its value and quality services at a subsidised price. In India an abroad, the company always make sure to maintain its visibility through various promotional and programs for the society. Reliance Communications’ stores and offices also are its physical presence.
Reliance Communications follows a very simple process where it is giving back to the society to the most. Reliance Communications is a subsidiary of Reliance Industries which had a simple motto of making its services available in each and every corner of India and RCom also follows the same. Various business processes related to telecom services and customer relationship management are also followed by the company.
Currently, Anil Ambani is the chairman of the industry and he is an alumnus of University of Pennsylvania. Reliance Communications employees 8500 people worldwide and with the best qualification. This makes sure that the learnings and qualification of every individual is rightly utilized to solve industry problems. Hence, this concludes the marketing mix of Reliance Communications.
About Reliance Communications:
Reliance Communications is a telecom industry which was established in 2002 by the Dhirubhai Ambani group. Mr Anil Ambani is the president of Reliance Communications Ltd. commonly known as RCom. It is headquartered in Navi Mumbai is currently employing 8500 people. Apart from core internet providing and telecom services, the company has subsidiaries like Global Cloud Xchange, Reliance telecom limited, Reliance Infratel Limited, Reliance Digital TV Ltd., Reliance Global Call, MTS India, ongoing merger of 50% stake in Aircel. Reliance has outsourced all its major services to leading organisations in that segments. The outsourced services of Reliance Communications are IT support, telecom network and transmission towers by Reliance Tech Services, Ericsson and Reliance Infratel respectively. It took the initiative of laying down the largest optic fibre cable network in 2003, which connected 1900 local networks. Reliance Communications has net income of Rs.7.14 billion, total assets worth Rs.703 billion and is traded under NSE and BSE. Reliance Communications lives up to its mission of connecting the whole India and hence it has services across each and every place possible. Both wireline and wireless services, networks (2g, 3g and 4g), etc. are made available at high quality and affordable price to these people.
Reliance Communications has acquired Digicable, Vanco, Yipes Ethernet Service and FLAG Telecom. It has mergers with MTS and Aircel.
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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