Cracking the Marketing Strategy of Reliance

ONLEI Technologies

In this case study, we would go through the marketing strategies of one of the most successful companies of India and it’s none other than Reliance Industries Limited.

In 1960, Dhirubhai Ambani formed Reliance Industries Limited in Mumbai, Maharashtra with a dream of making it the largest company in India. Since then, the organisation has grown and diversified itself across different industries and sectors over all these years.

As of 2020, it is India’s largest private sector company and is ranked #96 on the list of Fortune 500 companies.

This case study focuses on Reliance Industries, Jio and its Retail business, along with their marketing mix, competitors analysis, marketing strategies and campaigns undertaken by them.

?About Reliance Industries Limited

Reliance Industries Limited (RIL) is one of India’s largest conglomerates, currently headquartered in Mumbai, Maharashtra is run under the guidance of Mukesh Ambani, who is currently the Chairman and Managing Director (MD) of the company.

It has its presence in a variety of sectors such as Oil Refinery, Telecommunications, Textiles, Retail, Media & Entertainment, Financial Services and the Software sector. Given that it has a presence in various sectors, it has about 94 subsidiaries in total.

It is one of India’s most profitable companies and is known for its stints into exploring and expanding into new ventures. Reliance’s business culture can be summed up with its tagline “Growth is Life”.

It is also one of the companies that constantly work on Corporate Social Responsibility (CSR) to empower the lives of millions of people in India. In March 2012, the American Chemistry Council accredited Reliance Industries as a ‘Responsible Care Company’.

Reliance Industries Limited is slated as one of the key driving engines that will help India reach its GDP projections in the years to come.

Target Audience of Reliance

Reliance Industries Limited caters to a wide range of consumers with its diverse range of goods and services ranging from oil-to-telecom, and even more with its retail division serving another dynamic set of customers.

Let us just take an example of Reliance Retail itself, retail goods such as apparels and groceries are a basic necessity so here it attracts all kinds of customers.

In the case of Reliance Jio, The segment that Jio has concentrated upon are people with smartphones looking for high-speed internet and good mobile services.

Reliance’s Marketing Mix

Marketing Mix is a model that helps us understand a company based on its Product, Price, Place, Promotion. This model helps us in knowing what the company has to offer at what price, where it is going to sell and the steps taken to promote the products.

In Reliance Industries Limited’s case , it has launched a wide range of products, from petrochemicals to retail to healthcare, etc. but we will understand its main businesses in this model that are,

1. Reliance O2C
2. Reliance Jio
3. Reliance Retail

Product Strategy of Reliance

A product is nothing but a value-adding object or innovation or service which a company sells.

?

1. Oil to Chemical (O2C)

Talking about the Oil to Chemical business, it includes oil refining, oil marketing and petrochemical products and services.

Simplifying things further,

• Its Oil-Refining products include Refined Crude Oil
• Oil-Marketing includes Petroleum Products
• Petrochemicals include Polymers and Polyester Product Chains

?

2. Reliance Jio

Reliance Jio section offers Digital and Telecommunication services. It offers services Jio 4G Sim Cards, Jio Gigafiber, Jio Setup Box and various other value-added services.

• The Value-Added Services (VAS) include Jio Cloud, Jio Security, Jio Play, Jio Cinema, Jio TV etc.
• Jio also offers affordable 4G mobile phones.

3. Reliance Retail

Reliance Retail is the largest retailer in India and it has spread its outlets all across India.

• The retail industry comprises Reliance New, Reliance Mart , Reliance Digital, Reliance Home Kitchen, Reliance Home Kitchen, Reliance iStore, and many more
• These outlets offer various products from Groceries to Electronics to Fashion.

Price Strategy of Reliance

Price here means the price it charges for the products and services it offers.

?

1. Oil to Chemical (O2C)

• In the O2C business, the pricing is as per the industry standards in most of the cases as it’s a Business to Business (B2B) selling.
• The pricing is largely dependent upon the prices of crude oil as well as it is a key raw material in this business
• The Prices are also set or agreed upon based on contractual agreements which are different from the industry pricings.

?

2. Reliance Jio

In the telecommunication sector, Reliance Jio implements a cost-based pricing strategy. Cost-based pricing refers to offering affordable prices so that every individual can use its offerings

• Jio being the telecom sector leader it forces its competitors to charge as per their data tariffs.
• It has various 4G Data Packs which helps the customer buy as per their convenience
• Jio’s Giga fibres and setup box are charged as per the industry charges
• Jio’s 4G Phone is priced as low as Rs. 3,000.

?

3. Reliance Retail

• The retail division charges extremely competitive pricing.
• In the groceries division, the pricing is extremely competitive but also gives out offers and discounts especially on JioMart
• The pricing in the electronic division depends on the products of various companies and RIL has very little price influence on it
• In the Apparel Division , prices are set as on the lines of middle-class demographics and also give out discounts and offer time to time

?

Place & Distribution Strategy of Reliance

Place here refers to the place the actual selling of the products and services takes. The place where the customer can buy the products.

?

1. Oil to Chemical (O2C)

• RIL’s O2C is a completely Business to Business (B2B) entity, the place parameter is not necessarily of full importance as most of the orders and consignments are done based on their previous works
• Moreover, Reliance Industries Limited has been in the business for close to 50 years now and being the largest private sector company, everyone in the O2C business knows about its work.

?

2. Reliance Jio

• Reliance Jio has about 1700+ stores all over the country under the name of Jio Digital Stores
• It also has numerous sub-partners who help customers with recharges, new sims and other services.
• It is constantly working on increasing its stores all over India to increase the customer experience
• It also takes online orders of the above services and provides home deliveries of the same

?

3. Reliance Retail

• Reliance Retail operates about 12,201 stores across 7,000+ cities across India
• It also takes online orders through Jio Mart and Ajio apps to provide home delivery of the products and thus making the life of customers easier

?

Promotion Strategy of Reliance

Promotion refers to the measures taken by the company to increase its product’s visibility and awareness so that customers can know about the products.

?

1. Oil to Chemical (O2C)

• RIL’s O2C business doesn’t focus much on the promotion aspect as it’s a B2B entity
• However, its work speaks for itself and thus facilitates healthy word of mouth promotion
• Although, RIL focuses a lot on Corporate Social Responsibility (CSR) activities every year
• It also recently announced that the company will bear all the vaccination costs of its employees

?

2. Reliance Jio

• Reliance Jio has been active in promoting itself regularly through various mediums.
• It has a strong social media presence and is present on Facebook, Twitter, Instagram, Linkedin and Youtube
• On the offline part, it uses Newspaper and TV as the primary medium of promotions
• Currently, Deepika Padukone and Ranveer Singh are its brand ambassadors
• Previously, notable figures such as Amitabh Bachhan, Shah Rukh Khan have been a part of this journey
• It also has a tie-up with Hotstar Disney+ which helps them in promoting themselves even better

?

3. Reliance Retail

• Reliance Retail uses an aggressive marketing policy as it’s in a highly competitive sector.
• Reliance Retail’s brands such as Ajio, Fresh, Footprints etc. have their own social media presence and are present on Facebook, Instagram, Twitter, Linkedin, Pinterest and Youtube
• It also uses Newspaper and Television as a primary offline medium of promotion and also has brand ambassadors like Vicky Kaushal, Janvi Kapoor and Keerthy Suresh

Important Links

Home Page ?

Courses Link ??

1. Python Course ??
2. Machine Learning Course?
3. Data Science Course ?
4. Digital Marketing Course ??
5. Python Training in Noida ?
6. ML Training in Noida ?
7. DS Training in Noida ?
8. Digital Marketing Training in Noida?
9. Winter Training ?
10. DS Training in Bangalore?
11. DS Training in Hyderabad ??
12. DS Training in Pune ?
13. DS Training in Chandigarh/Mohali ?
14. Python Training in Chandigarh/Mohali?
15. DS Certification Course ?
16. DS Training in Lucknow ?
17. Machine Learning Certification Course ?
18. Data Science Training Institute in Noida
19. Business Analyst Certification Course?
20. DS Training in USA ?
21. Python Certification Course ?
22. Digital Marketing Training in Bangalore
23. Internship Training in Noida
24. ONLEI Technologies India
25. Python Certification
26. Best Data Science Course Training in Indore
27. Best Data Science Course Training in Vijayawada
28. Best Data Science Course Training in Chennai
29. ONLEI Group
30. Data Science Certification Course Training in Dubai , UAE
31. Data Science Course Training in Mumbai Maharashtra
32. Data Science Training in Mathura Vrindavan Barsana
33. Data Science Certification Course Training in Hathras
34. Best Data Science Training in Coimbatore
35. Best Data Science Course Training in Jaipur
36. Best Data Science Course Training in Raipur Chhattisgarh
37. Best Data Science Course Training in Patna
38. Best Data Science Course Training in Kolkata
39. Best Data Science Course Training in Delhi NCR
40. Best Data Science Course Training in Prayagraj Allahabad
41. Best Data Science Course Training in Dehradun