1. MARKETING STRATEGY 2. Reliance Communications Ltd.

(commonly called RCOM)isan Indian broadband and telecommunicationscompany headquartered in Navi Mumbai, India. JINSE PARACKAL

3. RCOM is the worlds 16th largest mobile phone operator with over150 million subscribers. Established on 2004, a subsidiary of theReliance Group. JINSE PARACKAL

4. Self actualisation Internet/ Mobile Phone Esteem Belonging Shelter Safety Food/WaterPhysiological JINSE PARACKAL

5. My vision is to provide the latest telecommunication facilities to every Indian at the price of a post cardJINSE PARACKAL

6. The company has five segments;1. Wireless segment includes wireless operations of the company2. Broadband segment includes broadband operations of the company3. Global segment include national long distance and internationallong distance operations of the company and the wholesaleoperations of its subsidiaries4. Investment segment includes ianvestment activities of the Groupcompanies, and Other segment .5. Other segment consists of the customer care activities and direct-tohome (DTH) activities JINSE PARACKAL

7. Main subsidiaries JINSE PARACKAL 8. Reliance Tech Services Reliance Reliance RelianceTelecommunication Internet Data Limited (RTL) Communication Center (RIDC) Reliance Globalcom JINSE PARACKAL

9. Competitors1. Aircel, Airtel2. BSNL3. Idea4. Loop Mobile5. MTNL6. MTS7. Ping Mobile8. S Tel9. Tata DoCoMo10. Tata Indicom11. Uninor12.Videocon13. Virgin Mobile (GSM & CDMA) and14. Vodafone. JINSE PARACKAL

10. JINSE PARACKAL 11. JINSE PARACKAL 12. Customer Generation - Tapping in to Internal Resources Reliance targeted internally as it looked around for the first set of customers. Officials of Reliance Infocomm realized that an employee base of more than 50,000 and a shareholder base of about 3.3 million was the best place to start as far as customers are concerned. Every employee was offered 10 connections at a discounted rate. JINSE PARACKAL

13. JINSE PARACKAL 14. Dhirubhai Ambani Entrepreneurship Programme A New Way to Market The Dhirubhai Ambani Entrepreneur Programme began with an aim of enrolling 200,000 individuals who are committed to acquiring new customers and creating a new experience for them, based on flawless serviceand feelings of satisfaction. As a tribute to Dhirubhai Ambani, the acknowledged icon of a new entrepreneurial wave in India, Reliance Infocomm fostered a new breed of entrepreneurs, as channel partners, an unparalleled event in the history of Indian enterprise. JINSE PARACKAL

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16. Advertising Educating Masses and Evoking Passions Advertising was definitely a marketing strategy which complemented the unconventional channels of Reliance Infocomm. The Reliance mobile brand was branded as India Mobile to cash in on patriotic feelings. Bundling of handsets along with the service a first time in India allowed Reliance Infocomm to resort to a co-branding exercise with the handset makers. The advertisements announced that Reliance IndiaMobile was Kabhi mobile, kabhi computer (Sometimes Mobile, Sometimes Computer). JINSE PARACKAL

17. JINSE PARACKAL 18. Overall three things emerge from the way Reliance handled the media Firstly Reliance built a huge public relations exercise around the launch of the product. The public relations gave much leverage to the advertising and gave rise to a word of mouth campaign. Secondly Reliance Infocomm utilized every media vehicle effectively. Thirdly, Reliance Infocomm relied on the passions of India, while framing advertisements. JINSE PARACKAL

19. JINSE PARACKAL 20. RWorld Reliance Way of Putting the World in Your Hands Another important marketing strategy that Reliance Infocomm resorted to was the clear differentiation of the product by relying on data applications in addition to voice. Through RWorld an inbuilt Java enabled data feature of all Reliance phones - the company guaranteed download speeds of up to 144 kbps, from an applications suite which has over 120 applications ranging

from interactive Guides such as TV programme guides and City Guides, Live News and TV news clips from channels like NDTV, CNBC, Aaj Tak and India TV to contests, video songs, Ring Tones, Cricket Information, Womens World and KidzWorld. JINSE PARACKAL

21. JINSE PARACKAL 22. Product Innovations: Connecting with Every Section of the Society Reliance Infocomm leveraged its product innovation skills, applications development skills and partnerships to find new solutions to conventional and contemporary problems - from managing queues in temples, and connecting all police stations, to delivering e-governance solutions to allcitizens. Reliance Infocomm applications also facilitated education and health services to rural areas at an affordable cost. JINSE PARACKAL

23. JINSE PARACKAL 24. Customer Service Icing on the Marketing Cake Reliance Infocomm followed up the product innovation and marketing tactics with good customer service. A 24 by 7, 365 days a year customer service was set up in a central location in Mumbai. Taking into consideration the language and cultural diversity of India, service was offered in 10 languages. This ensured that the customers, who are primarily common people who did not have much fluency in English, have a smooth experience. JINSE PARACKAL

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Signages on Reliance Infocomm owned telecom towers. JINSE PARAC Co-branding with mobile instrument makers reduced ad and promo spend. Advertisements based on Bollywood movies and cricket pulse of India. Reliance Infocomm branded mobile phone instruments. Bundling of handsets with service. Branded as IndiaMobile to cash in on patriotic feelings.26. Advertising Strategies:KAL

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