Customer relationship management and supply chain management

Your brand-customer relationship is the
connection between your business and its
customers.
Brands build this relationship on trust, loyalty, and
engagement.
But primarily with the quality of the products or
services they offer.

Excellent Customer Service
Customer events and community-building activities for customers
Discounts/bonuses for repeat customers
Active Social Media Engagement
Thanking customers in visible forums (social media, email, ads, etc.)
Celebrate Customer Milestones (aniversary and birthday wishes)
Rewards for WOM-active customers
Referral programs
Customization Options

Supply chain management (SCM) is the
process of managing the flow of goods and services to
and from
a business, including every step involved in
turning raw materials and components into final
products and getting them to the ultimate customer.
Supply Chain

Challenges in Marketing-
Competition
Technology
Globalization
Social Responsibility

Competition refers to the
rivalry among
businesses to attract
customers and achieve
market dominance.
Competition

Market Saturation- Many industries are saturated with numerous
competitors, making it difficult to stand out.
Customer Loyalty- Building and maintaining customer loyalty in a
competitive market is challenging.
Price Wars- Competing businesses often engage in price wars, reducing
profit margins.
Innovation Pressure- Constant pressure to innovate and offer better
products/services.
Factors

Strategies to Address Competition
Differentiation- Develop unique selling propositions (USPs) to stand
out.
Customer Relationship Management- Foster strong relationships
with customers through personalized experiences.
Competitive Analysis-Regularly analyze competitors to identify
opportunities and threats.

Technology encompasses the
tools, platforms, and systems
that facilitate modern
marketing practices.
Technology

Rapid Technological Advancements- Keeping up with the fast pace of
technological change is challenging.
Data Management- Collecting, analyzing, and utilizing vast amounts of
data effectively.
Digital Transformation- Adapting traditional marketing strategies to
digital platforms.
Cybersecurity- Protecting customer data and maintaining trust in an era
of increasing cyber threats.
Factors

Strategies to Leverage Technology
Marketing Automation- Use automation tools to streamline marketing
processes.
Data Analytics- Foster strong relationships with customers through
personalized experiences.
Embrace Digital Channels-Invest in digital marketing channels such
as social media, SEO, and content marketing.
Cybersecurity Measures- Implement robust cybersecurity protocols to
protect sensitive information.

Globalization refers to
the increasing
interconnectedness
and interdependence
of world markets and
businesses.
Globalization

Cultural Differences- Navigating diverse cultural norms and consumer
behaviors.
Regulatory Challenges- Complying with varying regulations and
standards across countries.
Logistical Complexities- Managing global supply chains and distribution
networks.
Currency Fluctuations- Dealing with exchange rate volatility affecting
pricing and profitability.
Factors

Strategies for Global Marketing
Cultural Sensitivity- Adapt marketing strategies to respect cultural
differences.
Localized Marketing- Tailor marketing campaigns to fit local markets.
Global Supply Chain Management-Optimize supply chain operations
for efficiency and reliability.
Risk Management- Implement strategies to mitigate risks associated
with global operations.

Social responsibility
involves businesses
taking actions that
benefit society and
the environment,
beyond profit motives.
Social Responsibility

Ethical Practices- Ensuring ethical conduct in all business operations.
Sustainability- Implementing sustainable practices to reduce
environmental impact.
Consumer Expectations-Meeting the growing demand for socially
responsible brands.
Corporate Governance- Maintaining transparency and accountability in
corporate governance.
Factors

Strategies for Social Responsibility
Corporate Social Responsibility (CSR) Initiatives- Develop and
implement CSR programs that align with company values.
Sustainable Practices- Invest in sustainable technologies and
processes.
Community Engagement-Engage with and contribute to local
communities.
Transparent Reporting: Regularly report on social and
environmental performance.

How Reliance Jio disrupted the Indian telecom market with
aggressive marketing strategies?
Introduction
Reliance Jio, a subsidiary of Reliance Industries Limited, entered the Indian
telecommunications market in September 2016. It instantly caused a remarkable shift
in the industry.
Led by Mukesh Ambani, the company challenged the established telecom giants and
redefined how Indians access and enjoy digital content. This case study delves into
the marketing management of Reliance Jio, focusing on its ground breaking services
in entertaining India through vertical integration.

Background
Before Reliance Jio’s entry, the Indian telecom industry was dominated by a
handful of established players who relied on conventional pricing models and
offered limited data services. Mobile internet was considered a luxury, and
consumers were often dissatisfied with theservice quality. The challenge for
Reliance Jio was to not only build a nationwide network from the ground up
but also convince customers to switch from their existing providers. It called
for innovative marketing strategies that could disrupt the market

Marketing Strategies
Free Data and Voice Calls- Reliance Jio’s entry was marked by a game- changing
move – offering complimentary data and voice calls during its initial launch phase. The
“Jio Welcome Offer” and, later, the “Jio Happy New Year Offer” generated an
outstanding buzz, attracting millions of subscribers quickly.
Affordable Data Plans- Reliance Jio introduced competitively priced data plans that
significantly weakened competitors following the free trial period. This shift in pricing
disrupted the industry, making data access affordable for the masses. For example, the
“Jio Dhan Dhana Dhan” plan provided unlimited data at a fraction of the cost offered by
rivals.

Jio Cinema: Integration of Content and Connectivity- A pivotal element of Reliance Jio’s
strategy was vertical integration, displayed by Jio Cinema. This OTT platform offered an
extensive library of movies, TV shows, and exclusive content to Jio subscribers. The strategic
merging of content and data services made Jio a comprehensive entertainment provider.
Strategic Partnerships- Reliance Jio partnered with leading smartphone manufacturers,
bundling Jio SIM cards with selected devices. It not only enhanced the accessibility of Jio
services but also leveraged the popularity of smartphones to expand its customer base.
Targeted Marketing Campaigns- Reliance Jio used focused advertising across various
media channels, including television, print, and digital platforms. The company enlisted
celebrity endorsements and launched ad campaigns highlighting its superior network quality
and budget-friendly data plans.

Impact
Increased Competition: Reliance Jio’s disruptive pricing forced established telecom operators
to revise their offerings, leading to a price war that ultimately benefited consumers.
Digital Inclusion- Jio’s affordable data plans and extensive network coverage brought millions
of Indians online for the first time, contributing to the country’s digital transformation.
Content Consumption- Jio Cinema was crucial in promoting digital content consumption in
India. The platform competes with global giants like Netflix and Amazon Prime Video, offering
diverse content to Indian audiences.
Subscriber Growth- Reliance Jio rapidly became the largest telecom operator in India, with
over 450 million subscribers within a few years of its launch

Final Note
Reliance Jio’s entry into the Indian telecom market epitomizes the power of
innovative marketing strategies in reshaping industries and bringing about
lasting transformation.
Through its bold marketing tactics, groundbreaking pricing models, and
visionary vertical integration, Reliance Jio disrupted the market and redefined
how India connects and enjoys digital content. This case study underscores
the significance of strategic marketing in reshaping industries and creating
lasting impact

Questions for Discussion
How did Reliance Jio’s disruptive pricing strategies affect the profitability
and market share of established telecom operators in India?
How can Reliance Jio sustain its competitive advantage in the Indian
telecom market as competitors continue to adapt to its pricing strategies?
What are the key takeaways from Reliance Jio’s marketing strategies for
other businesses, particularly disruptive pricing and the successful
integration of content and connectivity?

Customer relationship management and supply chain management

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