Marketing Mix of Reliance Communications and 7Ps (Updated 2024)

The Marketing mix of Reliance Communications analyses the 7Ps of Reliance Communications, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of reliance communications. Reliance Communications, often abbreviated as RCom, is an Indian telecommunications company. It was established in 2004 as part of the Reliance Group founded by Anil Ambani following a demerger from Reliance Industries Limited. RCom has been involved in various segments of telecom services, including mobile and fixed telephony, broadband services, and digital television. The company has experienced significant growth and challenges, including financial difficulties leading to bankruptcy proceedings. Reliance Communications has played a notable role in developing India’s telecommunications infrastructure despite its struggles.

About Reliance communications

• Type: Telecommunications Company
• Industry: Telecommunications
• Founded: 25 January 1995
• Founder: Dhirubhai Ambani
• Headquarters: India
• Area served: India
• Key people: Anil Ambani (Chairman) and N. K. Mishra (CEO)
• Number of employees: 11,000

Reliance Communications Product Strategy

Reliance Mobile always faced the problem of a weak network. So, to correct the major companies have invested over Rs 300 crore to upgrade to the NGIP (Next Generation IP) network. The product has to sell itself. Now, they are launching more than 1100 network towers to provide more coverage to its customers.

The new Product Mix of Reliance in 2024 is as follows (Source).

1. Mobile Telephony Services: Initially, Reliance Communications offered both GSM and CDMA mobile telephony services across India, including voice calls, messaging, and data services. However, its presence in this domain has significantly diminished following intense competition and financial challenges.
2. Broadband Services: Reliance Communications provided retail and corporate customers with broadband internet services. This included high-speed internet access through its fiber optic network infrastructure.
3. Enterprise Solutions: The company offered various enterprise solutions, including cloud computing, data center services, connectivity solutions (like leased lines and VPN services), and voice solutions tailored for corporate clients.
4. Global Operations: Reliance Communications had a significant international presence, offering global submarine cable network infrastructure. This network provided connectivity services for enterprises and telecom operators worldwide, including bandwidth leasing and managed services.
5. Direct-to-Home (DTH) Services: Although not its primary focus, Reliance Communications also ventured into DTH services, offering satellite television services to consumers in India. This segment faced stiff competition from other DTH and streaming service providers.

Reliance Communications Place Strategy

Another element of the Marketing Mix is Place. Place is also known as channel, distribution, or intermediary. It is how goods and services are moved from the manufacturer/ service provider to the user or consumer. Reliance Mobiles does not find it very difficult to find the distribution channel and target market because they are an old player and distribute their product in India.

Reliance Communications’ place strategy, particularly in its operational years before facing significant financial difficulties, was characterized by extensive coverage and strategic presence across India and internationally. Here are five key points that define its place distribution strategy.

1. Pan-India Network Coverage: Reliance Communications established a wide-reaching network across India, aiming to provide its telecommunications services in urban, semi-urban, and rural areas. This extensive coverage ensured a broad customer base, from individual consumers to large enterprises.
2. Strategic Retail Outlets: The company has a vast network of retail outlets and exclusive stores nationwide. These outlets served as points for customer service, sales, and marketing of its products and services, ensuring customer accessibility.
3. International Submarine Cable Infrastructure: Reliance Communications invested in international submarine cable systems, such as the FLAG (Fiber-Optic Link Around the Globe) and Eagle networks. This global presence allowed the company to offer international bandwidth, data, and voice services, catering to global and domestic enterprises.
4. Partnerships and Alliances: Reliance Communications expanded its reach beyond its network through strategic partnerships and alliances with other global telecom operators and service providers. This enabled the company to offer its customers seamless international connectivity and services.
5. Online Presence: The company leveraged online platforms for service provision, customer support, and sales. Reliance Communications provided a convenient way for customers to access its services, pay bills, and seek customer support through its website and online customer service portals, reflecting the shift toward digital customer engagement.

Reliance Communications Pricing Strategy

There are many marketing strategies and ways to price a product. The pricing policy/ strategy varies in various situations. In the case of Reliance mobiles, they have priced their product at a meager price & they also come up with new plans.

Reliance Communications, a key player in the highly competitive Indian telecommunications market, adopted a multifaceted pricing strategy to attract and retain customers, manage competition, and maximize its revenue potential. Here’s a breakdown of a significant part of its pricing strategy, analyzed from a marketing expert’s perspective.

1. Market Penetration Pricing: Reliance Communications aggressively employed market penetration pricing at its inception and during periods of strategic growth. By setting lower price points for its services than competitors, the company aimed to acquire a significant market share quickly. This strategy particularly attracted price-sensitive customers in a cost-conscious market like India.
2. Value-Based Pricing: Understanding the diverse needs of its customer base, Reliance Communications shifted towards value-based pricing for its varied services, including voice, data, and enterprise solutions. This approach involved setting prices based on the perceived value to the customer, allowing the company to cater to different segments – from essential mobile services for the mass market to premium enterprise solutions.
3. Bundled Services: To enhance customer retention and increase the average revenue per user (ARPU), Reliance Communications offered bundled services combining voice, data, and text. Bundling allowed the company to provide customers with attractive price points and convenience, encouraging them to avail of multiple services and, thus, stick with the provider longer.
4. Dynamic and Competitive Pricing: The telecom market is known for its dynamic pricing strategies in response to competitor moves and market demand. Reliance Communications actively engaged in competitive pricing, adjusting its tariffs and offers in real-time to match or outdo competitors. This strategy was crucial in maintaining its competitiveness and market position.
5. Promotional Offers and Discounts: To attract new subscribers and retain existing ones, Reliance Communications frequently introduced promotional offers, discounts, and limited-time deals. These initiatives were designed to stimulate market interest, encourage the trial of new services, and reward loyalty among its customer base.

Reliance Communications Promotion Strategy

This includes all of the tools available to the marketer for ‘marketing communication and promotion.’ Reliance has recently started doing heavy promotions.

Some Recent Video ads and Print ads for Reliance are:

Reliance Communications People Strategy

In the service marketing mix business, “People” are critical, especially in the telecommunications sector, where customer interaction and service quality significantly influence consumer satisfaction and loyalty. Reliance Communications’s service marketing mix’s “People” aspect encompassed several vital strategies and attributes.

1. Customer-Centric Approach: Reliance Communications invested in training its staff to adopt a customer-centric approach, ensuring that every interaction – sales, service, or support – was conducted with the customer’s needs and satisfaction in mind. This approach was pivotal in building trust and loyalty among its customer base.
2. Skilled Workforce: The company focused on hiring skilled personnel across various levels, from customer service representatives to technical experts and management professionals. The emphasis on skill and expertise ensured that Reliance Communications could deliver high-quality services, troubleshoot effectively, and innovate in its offerings.
3. Training and Development: Continuous training and development programs were a staple for employees at Reliance Communications. These programs were designed to keep the workforce updated with technological advancements, customer service best practices, and industry trends, enhancing service delivery and customer satisfaction.
4. Employee Engagement and Satisfaction: Recognizing the direct correlation between employee and customer satisfaction, Reliance Communications endeavored to create a positive and motivating work environment. This included performance-based incentives, career growth opportunities, and recognition programs to keep the workforce motivated and aligned with the company’s goals.
5. Leadership and Management: The leadership at Reliance Communications played a crucial role in shaping the company’s culture and operational excellence. Visionary leadership, strategic decision-making, and effective management practices drove the company’s mission and values across all levels of the organization.
6. Service Teams and Customer Support: Reliance Communications structured its service teams to ensure accessibility and responsiveness. With dedicated customer support channels, including call centers, online support, and retail outlets, the company aimed to provide prompt and efficient service to address customer queries and concerns.

Reliance Communications Process Strategy

In the service marketing mix, “Process” refers to the methods and sequence of activities through which services are delivered to customers. It encompasses the entire customer experience, from initial contact and service delivery to after-sales support. For Reliance Communications, the “Process” element of its service and marketing strategy and mix involved several vital aspects to enhance efficiency, customer satisfaction, and service quality.

1. Customer Onboarding: The onboarding process was streamlined to ensure a smooth and hassle-free initiation for new customers. This included simplified documentation, quick verification methods, and immediate activation of services. The aim was to reduce entry barriers and make the transition to Reliance Communications seamless.
2. Billing and Payment Systems: Reliance Communications implemented efficient billing and payment systems, offering multiple channels for payment, including online portals, mobile apps, and physical outlets. The focus was on providing convenience, accuracy, and security in transactions, catering to the diverse preferences of its customer base.
3. Customer Service and Support: The company established a comprehensive customer service framework featuring 24/7 call centers, online chat support, and email assistance. This multi-channel approach was designed to promptly address customer queries and issues, ensuring high customer satisfaction and loyalty.
4. Service Delivery Network: Reliance Communications invested heavily in its infrastructure to ensure robust and reliable service delivery. This included a widespread network of towers for mobile services, extensive fiber optic cables for broadband, and data centers for enterprise solutions. Maintaining and upgrading this infrastructure was critical to delivering consistent and high-quality service.
5. Feedback and Continuous Improvement: The company implemented mechanisms to collect customer feedback regularly through surveys, social media monitoring, and direct feedback channels. This information was used to continually refine and improve service processes, demonstrating a commitment to customer satisfaction and service excellence.
6. Technology Integration: Reliance Communications leveraged technology to enhance its service processes, from customer relationship management (CRM) systems that provided a unified view of customer interactions to automation and AI for service provisioning and support. This integration of technology streamlined operations and enabled personalized and efficient service delivery.

Reliance Communications Physical Evidence Strategy

Physical Evidence is the material part of a service. Strictly speaking, a service has no physical attributes, so a consumer tends to rely on material cues. Reliance Mobile provides various rental plans.

In the service marketing mix, “Physical Evidence” refers to the tangible elements or the environment in which a service is delivered, which helps customers to make judgments about the company. For Reliance Communications, physical Evidence was crucial in shaping customer perceptions and enhancing the overall service experience. Here are vital aspects of physical Evidence for Reliance Communications.

1. Branding and Corporate Identity: The visual identity of Reliance Communications, including its logo, color scheme, and branding materials, served as immediate physical Evidence of the company. These elements were consistently applied across various touchpoints, such as advertisements, company websites, retail stores, and service equipment, helping to build a recognizable and trusted brand image.
2. Retail Stores and Customer Service Centers: The design and layout of Reliance Communications’ retail stores and customer service centers were crafted to provide customers with a welcoming and professional environment. These spaces were equipped with branding elements, informative displays, and comfortable seating areas, making them essential physical Evidence of the company’s commitment to quality service and customer care.
3. Technology and Infrastructure: The physical infrastructure of Reliance Communications, including its network towers, broadband cables, and data centers, although not always directly visible to customers, served as critical Evidence of the company’s technological capabilities and service reliability. Where visible, these elements reinforced the company’s stature as a leading telecommunications provider.
4. Equipment and Devices: The devices offered by Reliance Communications, such as mobile phones, modems, and routers, also constituted physical Evidence. These devices’ quality, design, and performance impacted customer perceptions of the brand and its service standards.
5. Online Platforms and Mobile Applications: In the digital age, websites and mobile applications are significant physical Evidence. Reliance Communications’ online platforms were designed to be user-friendly, secure, and informative, offering a virtual environment that reflected the company’s focus on innovation and customer satisfaction.
6. Marketing and Communication Materials: Brochures, billboards, and digital marketing campaigns provided tangible Evidence of Reliance Communications’ services and offerings. Well-designed materials that communicated the benefits and features of their services helped build credibility and attract customers.
7. Customer Testimonials and Case Studies: Published testimonials and case studies from satisfied customers and successful projects were Evidence of the company’s ability to deliver quality services. These real-life success stories helped to build trust and confidence among potential customers.

Liked this post? Check out the complete series on Marketing Mix