The case focuses on the aggressive marketing strategy and promotional campaigns of Reliance Infocomm Limited. It also describes different promotional offers by Reliance Infocomm in order to increase the volume of sales by acquisition of new customers. The case explains Reliance Infocomm's new initiative to product diversification (fixed telephone service area) to tap the new segments and its competitive advantage. The case also highlights the problems faced by Reliance Infocomm due to clarity of product and price, and some technical aspects.
Make a phone call cheaper than a postcard and you will usher in a revolutionary transformation in the lives of millions of Indians.In May 2004, Reliance Infocomm Limited, one of the leading and the fastest growing telecommunications companies in the country, was conferred the `Most Promising Service Provider of the Year 2003 (Asia Pacific) award at the Asia Pacific Technology Awards instituted by Frost & Sullivan. Given that Reliance Infocomm Limited received the award within the first year of the launch of its telecommunications services in India, this international recognition was considered no mean achievement for the company.
Analysts felt that the primary reason for the success of Reliance Infocomm in the Indian telecom industry was its aggressive marketing strategy. Reliance Infocomm used all the tactics which it could to win over the hearts of millions of customers (10.3 million subscribers as per reports of January 2005) in India. It offered a first of its kind technology in India (the CDMA 1X technology) attractive products, priced to suit the common man's budget, and backed these up with massive aggressive promotion campaigns, using every possible medium of communication. It continuously flooded the markets with new offers, new schemes, particularly during the festive seasons, and thereby ensured that it always caught the attention of people. In the process, Reliance Infocomm Limited demonstrated the importance that marketing discipline holds in the success of a company to the academic and corporate community alike. |
