Description
This is a presentation reliance communication of strategy analysis.
Reliance Communications
An ADAG Enterprise
"Make a phone call cheaper than a postcard and you will usher in a revolutionary transformation in the lives of millions of Indians" Dhirubhai Ambani
December 27 2002 Hon'ble Prime Minister of India, Atal Behari Vajpayee e-inaugurates Reliance Infocomm
Reliance Communications An ADAG Enterprise
The Dream Realized
Reliance Communications
An ADAG Enterprise
Market Speak
Largest
Trusted
Consistent
Reliance Communications
An ADAG Enterprise
SWOT Analysis
Strengths Opportunities
? Brand Reliance ? Resource Back-up
? Untapped mass market by GSM operators due to higher connectivity cost ? Booming economy ? Need for affordable communication
Threats ? Government regulations and policies ? Cost of operating licenses ? Changing technology ? Competition in the industry
Weakness ? Public Perception of Reliance ? New to the Industry
Reliance Communications
An ADAG Enterprise
Michael Porters 5 Forces Model
Substitutes
High
Supplier
Very Low
Competitors
High
Buyers
High
New Entrants
Very Low
Reliance Communications
An ADAG Enterprise
Product Launch: Why CDMA ? Scenario that existed 1) Cost of GSM license very high 2) CDMA at fractional cost of GSM license Highlights Trusted Low entry cost : Applied for CDMA license across country 1)
?
?
Result : Launched Reliance India Mobile in Jan 2003
Consistent
Reliance Communications
An ADAG Enterprise
Cost Strategy ? A) Dhirubhai Ambani Pioneer Offer ? Low Connectivity Cost – 0.40p/min on 15sec pulse for outgoing calls R2R ? Highlights Lowest connectivity cost in Market Increase Reliance customer base ? Result : Created the Initial buzz B) Go Mobile for 501 – ‘Monsoon Hungama’ (promotion) Trusted Objective: Increase Market Share ? Highlights Appeal Mass Markets – low investment Bring down entry cost barrier – Rs 501 Stay Consistentahead of competition – introduce before Tata ? Result : Strategy Huge Success ? Enrollment of 1 million subscribers in 10 days
?
Reliance Communications
An ADAG Enterprise
?
Product Strategy Colour Handsets at Rs. 999/- only Objective : Retain Existing Customers and Acquiring New Customer
Highlights Reduce Colour Handset cost – Rs. 999/- onwards Trusted Target existing users of black and white phones Enticing new customers with new product offerings
? ?
Result : Strategy Success
Sale of 1 million Classic color phones in one week
Consistent
?
Reliance Communications
An ADAG Enterprise
?
Closeness Strategy Objective : To have pan India presence Highlights Largest network in the country – target rural market Direct Interface with customers to improve Customer Satisfaction – Through web worlds Trusted Result: Strategy Success Network spans 15,000 towns , 4 lakh villages and counting
?
?
?
?
Consistent
Reliance Communications
An ADAG Enterprise
Reliance Communications
An ADAG Enterprise
Ansoff’s Grid
P R O D U C T
NEW
Product Development (Affordable Color Phones)
Market Diversification
EXISTING
Market Penetration (Cost Strategy)
Market Development (Rural Market)
EXISTING
Reliance Communications
MARKET
NEW
An ADAG Enterprise
August 2007
Rank No 1 Market Share (Wireless/WLL) Bharti Airtel % Share 23.26%
2 3
4 5 6 7 8 9 10
Reliance Communications Vodaphone Essar
BSNL Tata Teleservices Idea Aircel Spice Telecom MTNL BPL Mobile
17.3% 16.95%
16.62% 9.39% 8.88% 3.79% 1.69% 1.46% 0.55%
Reliance Communications
An ADAG Enterprise
Largest
Trusted
Consistent
Reliance Communications
An ADAG Enterprise
Reliance Communications
An ADAG Enterprise
Thank You
Mobile Phone or …
?
?
? ?
?
? ? ? ? ?
?
A Device to talk to people A Device to message them. My Personal Secretary My News & Information Channel My Music System My Game Boy My Personal Astrologer My Calculator My Time Keeper My Personal Internet Café My Emergency Communication device
? ? ? ?
My Banker My Shopper My Television What else? (My remote? My Cook? My Doctor?)
TOMORROW
TODAY
Reliance Communications
The Right Angle!!
An ADAG Enterprise
doc_654201938.pptx
This is a presentation reliance communication of strategy analysis.
Reliance Communications
An ADAG Enterprise
"Make a phone call cheaper than a postcard and you will usher in a revolutionary transformation in the lives of millions of Indians" Dhirubhai Ambani
December 27 2002 Hon'ble Prime Minister of India, Atal Behari Vajpayee e-inaugurates Reliance Infocomm
Reliance Communications An ADAG Enterprise
The Dream Realized
Reliance Communications
An ADAG Enterprise
Market Speak
Largest
Trusted
Consistent
Reliance Communications
An ADAG Enterprise
SWOT Analysis
Strengths Opportunities
? Brand Reliance ? Resource Back-up
? Untapped mass market by GSM operators due to higher connectivity cost ? Booming economy ? Need for affordable communication
Threats ? Government regulations and policies ? Cost of operating licenses ? Changing technology ? Competition in the industry
Weakness ? Public Perception of Reliance ? New to the Industry
Reliance Communications
An ADAG Enterprise
Michael Porters 5 Forces Model
Substitutes
High
Supplier
Very Low
Competitors
High
Buyers
High
New Entrants
Very Low
Reliance Communications
An ADAG Enterprise
Product Launch: Why CDMA ? Scenario that existed 1) Cost of GSM license very high 2) CDMA at fractional cost of GSM license Highlights Trusted Low entry cost : Applied for CDMA license across country 1)
?
?
Result : Launched Reliance India Mobile in Jan 2003
Consistent
Reliance Communications
An ADAG Enterprise
Cost Strategy ? A) Dhirubhai Ambani Pioneer Offer ? Low Connectivity Cost – 0.40p/min on 15sec pulse for outgoing calls R2R ? Highlights Lowest connectivity cost in Market Increase Reliance customer base ? Result : Created the Initial buzz B) Go Mobile for 501 – ‘Monsoon Hungama’ (promotion) Trusted Objective: Increase Market Share ? Highlights Appeal Mass Markets – low investment Bring down entry cost barrier – Rs 501 Stay Consistentahead of competition – introduce before Tata ? Result : Strategy Huge Success ? Enrollment of 1 million subscribers in 10 days
?
Reliance Communications
An ADAG Enterprise
?
Product Strategy Colour Handsets at Rs. 999/- only Objective : Retain Existing Customers and Acquiring New Customer
Highlights Reduce Colour Handset cost – Rs. 999/- onwards Trusted Target existing users of black and white phones Enticing new customers with new product offerings
? ?
Result : Strategy Success
Sale of 1 million Classic color phones in one week
Consistent
?
Reliance Communications
An ADAG Enterprise
?
Closeness Strategy Objective : To have pan India presence Highlights Largest network in the country – target rural market Direct Interface with customers to improve Customer Satisfaction – Through web worlds Trusted Result: Strategy Success Network spans 15,000 towns , 4 lakh villages and counting
?
?
?
?
Consistent
Reliance Communications
An ADAG Enterprise
Reliance Communications
An ADAG Enterprise
Ansoff’s Grid
P R O D U C T
NEW
Product Development (Affordable Color Phones)
Market Diversification
EXISTING
Market Penetration (Cost Strategy)
Market Development (Rural Market)
EXISTING
Reliance Communications
MARKET
NEW
An ADAG Enterprise
August 2007
Rank No 1 Market Share (Wireless/WLL) Bharti Airtel % Share 23.26%
2 3
4 5 6 7 8 9 10
Reliance Communications Vodaphone Essar
BSNL Tata Teleservices Idea Aircel Spice Telecom MTNL BPL Mobile
17.3% 16.95%
16.62% 9.39% 8.88% 3.79% 1.69% 1.46% 0.55%
Reliance Communications
An ADAG Enterprise
Largest
Trusted
Consistent
Reliance Communications
An ADAG Enterprise
Reliance Communications
An ADAG Enterprise
Thank You
Mobile Phone or …
?
?
? ?
?
? ? ? ? ?
?
A Device to talk to people A Device to message them. My Personal Secretary My News & Information Channel My Music System My Game Boy My Personal Astrologer My Calculator My Time Keeper My Personal Internet Café My Emergency Communication device
? ? ? ?
My Banker My Shopper My Television What else? (My remote? My Cook? My Doctor?)
TOMORROW
TODAY
Reliance Communications
The Right Angle!!
An ADAG Enterprise
doc_654201938.pptx