Reliance Marketing Plan for Australia Part-2

Table of Contents

Executive Summary i

1. A Brief Introduction about Reliance 1

2. Marketing Objectives of Reliance Communications 1

3. Market Segmentation 2

4. Selecting Target Market 2

5. Positioning 3

6. Marketing Mix 4

6.1 Product 4

6.2 Place 5

6.3 Price 5

6.4 Promotion 6

7. Implementation Plan 7

7.1 Cost Budget for Tactics 7

7.2 Revenue Budget from these Tactics 7

8. Control and Measurement 8

Appendices 9

References 14

Executive Summary

Reliance Communications plan to enter the Australian telecom market with its mobile phone network services. The main goal of Reliance will be to capture at least 30% of the telecom market within the 10-year period.

Reliance’s demographic is mainly youth and students as the service Reliance is launching is designed keeping and targeting this segment in mind. The main aim of Reliance will be to provide a service at a low price with high quality.

Reliance will advertise the service in local and university papers and television with a large amount of billboard advertising. All the advertising will be done keeping I mind the youth. The report mainly focuses on the marketing mix strategy Reliance will use to position its product i.e. mobile phone operator service in the Australian market and how will it target its customer.

1. A brief Introduction about Reliance

Reliance Communications is India’s top telecommunication company owned by Anil Dhirubhai Ambani Group. Reliance Communications became India's largest private sector information and Communications Company, with over 40 million subscribers. There are over 33,000 employees and the total revenue of the company is over US $ 6.1 Billion. The company ranks among the top 3 communications company in India. At present, Reliance Communications GSM cellular services are available in 340 towns within its eight-circle footprint. Reliance's CDMA services are available in 19 states and cover about 65% of the country, state wise.(Reliance, 2007)

2. Marketing Objectives of Reliance Communications

The marketing objectives state just where the company intends to be; at some specific time in the future. James Quinn succinctly defined objectives in general as: "Goals (or objectives) state 'what' is to be achieved and 'when' results are to be accomplished, but they do not state 'how' the results are to be achieved" (Vignali, 2001)

All objectives should be SMART i.e. Specific, Measurable, Achievable, Realistic, and Timed.

The various marketing objectives of Reliance communications that will assist in the achievement in the overall product goal are discussed below.

Reliance communications has identified that there are 19.9 millions of mobile subscribers and the number is increasing by the rate of 1.6 million users per year.((AMTA), 2007) The organization aims therefore, to achieve a market share of 30% within a ten-year period, and a 25% share after five years. The ten-year goal reflects the possibility of other competitors entering the market and the current competitors in the market. Overall the objective of reliance communications is:

• To be one of the leading mobile phone service provider of Australia

• Increase in sales to 20%

• Increase in revenue to 20%

• Progressively increase market share by at least 10% within two years of launch.

• Expanding distribution by 10%

• Increasing brand awareness to 60% of potential customers within 2 years

3. Market Segmentation

Reliance Communications segment their market based on a number of key variables. Firstly, Reliance communications segment their market