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RELIANCE COMMUNICATION
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Group members
Shilpa Kini 21
AmrutaSawant 22
Dolly Rawat 23 ArchalGharat 24
Salvius Dias 33
Namit Varadkar 34
Yash Parihar 35
EulaliaGoveia 36
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Reliance communications
Aboutthe product
Stimulatedtelecommunication growthin India
3 phases
The mobile revolutionnowreaching 17 millioncustomerswill
expandto 640,000 villagesandtoover 5,000 citiesandtowns
An enterprise Netwayrevolutionwill bring the
possibilitytoprovide broadband experience to
everydesktopanddeviceinhalfa million enterprise
buildingsinitiallyand eventually
to millionsofcommercial buildings. A convergence
revolutionwillprovide high-speednetworks
to millionsofhomes.
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COMAPRISON OF UNIQUENESS
Reliance communications
Soughttoreduce the costto
the consumer, thusfocusing
ona marketdriven byvolume.
Realizedthatthese actually
were strengthswhichit
couldtapinto.
others
Focusedonthe topsegment
ofthe market, bycharging a
premium,
WeaknessesofIndiaasa
market
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ConceptofSTP
SEGMENTATION
Process ofdefining andsub-dividing alargehomogenous market
intoclearlyidentifiable segments
having similarneeds, wants, ordemandcharacteristics The four
basic marketsegmentation-strategies are
basedon-
behavioral
Demographic
Psychographic
Geographicaldifferences
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TARGETINGSTRATEGY
Markettargeting isa broadterm thatisused
todescribe the processofidentifying groups
ofconsumerswhoare highlylikelyto
purchase aspecific goodorservice
A single segmentstrategy
A differentiatedstrategy
A productspecializationstrategy
A marketspecializationstrategy
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POSITIONINGSTRATEGY
Marketpositioning isthe manipulationofa
brandorfamilyofbrandstocreate apositiveperceptioninthe eyesofthe
public.
Leveraging on Existing Brands' Strategy Product Features and
Benefits Positioning
Strategy
Price-Quality Positioning Strategy
Competitive Positioning Strategy
Product Category Positioning Strategy
User Positioning Strategy
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STP strategyforreliance
communications
Reliance Communicationradicallyredefined
marketing modelsin Indiaand engagedhomes
and enterprisesdirectly byhaving the ability
todeliverphysicalandvirtualproductsand
servicesaspartofone system. Reliance
Communicationthroughitsaggressive,
unconventionaltacticschangedthe rulesofthe mobile marketing
game.
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Segmentation
Reliance hasalways beenknownforits unconventionalism
Measurable, Accessible, Substantial, Differentiable
andActionableMarket
Always believedinuniting Indiaasawhole andconsidering
itasasingle entity Differentneedsanddifferentfinancial
backgroundsandin
the process, makesitsservicesaffordable to everyone.
Differentpeople have differentvalue systems,
varyingpersonalitytraits, beliefs, attitudes, separate selfimage
or
selfconceptandanaltogetherdifferentwaytolookatlife
(lifestyle)
Italsooffersplansoffree subscriptions, giftsand extratalktime
toregular (loyal) usersofitsproducts.
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Targeting
Offering awide range ofservicessuchas
CDMA andGSM servicesin bothprepaidand
postpaidflavors, Broadbandservicesthrough
R Connect, Reliance Helloschemes, Reliance
PCO, interactive TV, Data Center,
The companytargetsthe full Telecom Industry
marketratherthananyspecificsegment
leaving nosegmentuntargeted.
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Positioning
Product Differentiation
Personnel Differentiation
Channel Differentiation
Image Differentiation
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Conclusion
Marketsegmentation, target marketing and
Positioning are the keyfactorsforanyservice
orproductto be successful.
Finally, acompanyhastofigure outthe best
waytopositionitselfforcompetitive
advantage. Positioning involvesimplanting the
brandsunique benefits, anddifferentiationin
customers minds.
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THANK YOU
