sonali reliance

7/28/2019 Sonali Reliance

1/16

ALKESH DINESH MODY INSTITUTE FOR

FINANCIAL & MANAGEMENT STUDIES

RURAL MA RKETING

TOPIC: RELIANCE MOBILES

PROF: SUSHMITA MUKHERJI


2/16

CLASS: SY.B.M.S A

GROUP MEMBERS

NAMEROLLNO

ASHWATI BHASI 05

SONALI CHAUHAN 13

KRITY DUBAL 21

KOMAL JAIN 39


3/16

NEHA KAZI 51

KIMAYA KULKARNI 58

RURAL MARKETING

Rural marketing means marketing activities in the rural

areas where favorable infrastructure may not be

available. the study of rural market comprising of all

operations, which starts with a decision to produce a

saleable farm commodity and involves in the movementof farm produced food, raw materials and their

derivatives such as textiles from the farms to the final

consumers and the effect of such operations on

producers, middlemen and consumers.

THE VARIOUS PROBLEMS FACED BY COMPANIES IN

RURAL MARKET


4/16

A firm planning to venture into rural areas face lack of

infrastructure facilities. The major marketing problems

are

a.The agricultural technology has tried to develop the

market in the rural areas. Unfortunately, the impact

of technology is not felt uniformly thought the

country.b.Many parts in rural India have only kacha road and

many parts of the rural interiors are totally

connected by the roads. The most common mode of

carriers is the animal drawn cart. Because of these

problems in accessibility, delivery of products and

services continue to be difficult in the rural areas.

c.The number of languages and dialects vary from

state to state, region to region and probably from

district to district.

d.The number of villages in India is more than five

lakhs. And they are not uniform in size. This type ofdistribution of population warrants appropriate

strategies.


5/16

e.There is a problem of availability of suitable dealers in

rural area.

A mobile revolution in rural India

The total mobile penetration may have reached 14 per

cent of India's population. However, industry expertsassert 13 per cent of this is in urban centers and only one

per cent in villages.

The opportunity is not lost on market players like Bharat

Sanchar Nigam Limited and Reliance Communications

who have been present in this segment for a while.

Now Hutchison Telecom, Bharti Airtel and Tata

Teleservices too have descended on the turf with big

network expansion plans and innovative marketing

strategies specially tailored for these regions.


6/16

Reliance Communications will also make investments to

the tune of Rs 1,500 crore (Rs 15 billion) till March 2007

to enhance its network in the eight global system for

mobile communication circles it operates in.

The company plans to extend its GSM network to 4,000

towns in the existing circles of Bihar, Orissa, West Bengal

, Himachal Pradesh , Assam, north east, Madhya Pradesh

and Kolkata . Currently, its GSM network covers 340

towns in these circles.

"Rural India is keen on high feature phones but not as

much as urban India. A customer in the rural area is

happy to have features, which are available in the urban

markets. They are happy to have colour handsets, otheraccessories like phone book wherein he can store details

of contacts, games, alarm tones and so on,"


7/16

History of reliance communication

The Late Dhirubhai Ambani dreamt of a digital India an

India where the common man would have access to

affordable means of information and communication.

Dhirubhai, who single-handedly built Indias largest

private sector company virtually from scratch, had stated

as early as 1999: Make the tools of information and

communication available to people at an affordable cost.

They will overcome the handicaps of illiteracy and lack of

mobility.

It was with this belief in mind that Reliance

Communications (formerly Reliance Infocomm) startedlaying 60,000 route kilometers of a pan-India fibre optic

backbone. This backbone was commissioned on 28

December 2002, the auspicious occasion of Dhirubhais


8/16

70th birthday, though sadly after his unexpected demise

on 6 July 2002.

Reliance Communications has a reliable, high-capacity,integrated (both wireless and wireline) and convergent

(voice, data and video) digital network. It is capable of

delivering a range of services spanning the entire

infocomm (information and communication) value chain,

including infrastructure and services for enterprises as

well as individuals, applications, and consulting.

Today, Reliance Communications is revolutionising the

way India communicates and networks, truly bringing

about a new way of life.

How Anil Ambani plans to woo ruralIndia

If you thought customers in semi-urban and rural

markets were using mobile phones only to make calls,

think again. If Reliance Communications Ventures Ltd is

to be believed, this is a myth, which has been broken.

Much to its surprise, the company realized that a sizeable

portion of its customers in the towns and villages of the


9/16

Bimaru (Bihar, Madhya Pradesh , Rajasthan and Uttar

Pradesh states were using cell phones to log on to the

Net, stream video clippings and for infotainment.

GSM companies might be concentrating only on voice

revenues in their quest to address the rural markets.

Reliance, however, is banking on data and video to do

the magic. Not that it is giving up on voice. It only means

that the company is increasingly expecting a large part of

the revenue to come from data. This is the key plank of

Reliance's big new push into the hinterland of the

country.

MARKETING STRATEGIES USED BY RELIANCE

Reliance Mobile haslaunched a job search service on R-

World, its VAS offering. The service would be available

pan-India and is launched in tie-up withBabajob. The

service would be available in five languages namely

Hindi, Telugu, Kannada, Tamil and English.

The company through this service wants to target

employees which avoid going online for searching jobs.

The service provides employers a way to target offline
http://telecomtalk.info/reliance-mobile-unveils-job-search/9674/http://telecomtalk.info/reliance-mobile-unveils-job-search/9674/http://telecomtalk.info/reliance-mobile-unveils-job-search/9674/http://www.babajob.com/http://www.babajob.com/http://www.babajob.com/http://telecomtalk.info/reliance-mobile-unveils-job-search/9674/http://telecomtalk.info/reliance-mobile-unveils-job-search/9674/http://telecomtalk.info/reliance-mobile-unveils-job-search/9674/


10/16

job seekers and thus could see more uses from tier-iii

cities and rural employees jumping on to the service.

The service would majorly see blue-collared jobssearches in rural market and urban market whereas less

experienced white collar employees could also frequent

the service. As far as Online recruitment portals are

concerned majority number of people access the service

in India but the less experienced one to an extent avoid

going for same as mostly jobs listed on these job portals

are for highly experienced employees.


11/16

Babajob has beentying up with different telcos for job

search market and has penetrated very well in already

Crowded Online recruitment segment. The reliance

service should also have added job posting feature so as

to attract SMEs and unorganized market players to the

VAS recruitment services. The challenges and complexity

of recruitment process still requires much more

simplification in India.
http://economictimes.indiatimes.com/News/News-By-Industry/Telecom/Airtel-launches-blue-collar-job-search-services-on-mobile/articleshow/4697507.cmshttp://economictimes.indiatimes.com/News/News-By-Industry/Telecom/Airtel-launches-blue-collar-job-search-services-on-mobile/articleshow/4697507.cmshttp://economictimes.indiatimes.com/News/News-By-Industry/Telecom/Airtel-launches-blue-collar-job-search-services-on-mobile/articleshow/4697507.cms


12/16

Rel iance Commun icat ion Announces

Mobi le App Con test

Now Reliance communication is running a nationwide

contest for developing rural mobile applications.

Contestants/Developers will have to create applications

which suit the rural mobile market and will focus ontransportation, m-commerce, health care services,

governance, education, information, and location-based

services.

Developers can submit applications for WAP, Java,

Reliance Java, Brew, Brew Lite, Symbian, and VoxML

environments. The criteria for judging will be user

interface, innovativeness, functionality, and business

potential.
http://www.watblog.com/2007/11/16/reliance-communication-announces-mobile-app-contest/http://www.watblog.com/2007/11/16/reliance-communication-announces-mobile-app-contest/http://www.mobilepundit.com/2007/11/12/rural-mobile-application-contest/http://www.mobilepundit.com/2007/11/12/rural-mobile-application-contest/http://www.watblog.com/2007/11/16/reliance-communication-announces-mobile-app-contest/http://www.watblog.com/2007/11/16/reliance-communication-announces-mobile-app-contest/


13/16

sThis move has been done keeping mind the 600,000

villages which Rcom feels will cover by March 2008.

The Contest is open to all Software professionals,

Software Developers, Companies, Students, self

`vendor,Aggregators.

KRIBHCO and Reliance Communications

Infrastructure forge Rural Marketing Joint Venture

About KRIBHCO

Krishak Bharati Cooperative Limited (KRIBHCO) the worldpremier fertilizers producing cooperative has an

outstanding track record to its credit in all spheres its

activities. Incorporated in April, 1980 as a national level

cooperative society to manufacture and distribute

chemical fertilizer and allied farm inputs, KRIBHCO has

fully imbibed the cooperative philosophy and has made

sustain efforts towards promoting the cause of modern

agriculture and cooperatives in the country. Having its


14/16

genesis in farmers cooperatives, social development and

humane facts have always been of prime focus it its

growth and philosophy an organization which owes its

existence to the farmers, by the farmers and for the

farmers of this great country. KRIBHCO has been

marketing its product i.e. Urea, Bio-Fertilisers, Seeds

through cooperatives and institutional Agencies. Besides,

providing its products to Apex Level cooperative

Federations / Institutions in most of the states.

KRIBHCO Reliance Kisan Limited, Joint Venture Company

would create a first-of-its-kind distribution model

covering 72% of Indian population through its network ofover 25,000 cooperatives, 6300 member cooperatives

and 60 Krishi Seva Kendras spread across the length

and breadth of the country. The unique distribution

model created by the Joint Venture Company would

distribute a range of telecom and non-telecom services

sto bridge the Urban-Rural divide.

Bridging the Urban Rural Digital Divide has been

among the fundamental reasons for inception of Reliance

Communications. Over the last few years Reliance ADA


15/16

Group has achieved significant success in making

telephony available and affordable to millions of Indians

living in rural are

SWOT Analysis

Strengths

Mobile Communications Arm of a Large, Well-Funded,

Well-Connected and Ambitious Indian Conglomerate

Economies of Scale From Large Subscriber Base

Expertise in a Business Model That Allows It to Maintain

High Profitability From Lower-Yielding Subscribers

Weaknesses

Cost Structure Disadvantage With Subscribers Spread

Across Two Different Mobile Networks

Low ARPU Compared With CompetitorsWeakness in Rural Markets

Brand Positioning

Limited Availability of Value-Added Services


16/16

Opportunities

Aggressive Move Into the Rural MarketUse Upcoming Mobile Number Portability as \"Launching

Pad\" to Grab Market Share of Higher ARPU Users and

Ramp Up Focus on Data Revenue

Overseas Investments

Lease Spare Capacity on Its CDMA Network to Mobile

Virtual Network Operators

Threats

Quicker Than Expected Slowing of Growth in the Indian

Marketplace

Mobile Number Portability Risks Accelerating Churn ofSubscribers From CDMA to GSM

New Competitors

sonali reliance

Documents