Case No.

14
Reliance Indian Limited (RLI): Growth Through Innovation.

Submitted to:
Prof. Amit Shukla

Submitted By
Enrollment No: Name
22B3M048 Saurabh Mattoo
22B3M092 Kritika Prakash
22B3M057 Somya Pandey
22B3M014 Diwakar Bisht
 Introduction.

• RIL is a Fortune 500 company and the largest private sector corporation in India.
• The company was founded by Dhirubhai Ambani (28 December 1932–6 July2002) who dared to dream to
create the largest company in India, despite hailing from a modest background.
• He was one of the first Indian businessmen who recognized the signifi-cance of investors and the immense
potential of the capital markets to shape the future of the industry. He followed a simple policy: “Think big.
Think differently.
• Think fast. Think ahead. Aim for the best.” Dhirubhai’s shaped the Reliance Group to be the largest
conglomerate in India, and helped it achieve its zeniths amidst global corporate giants.
• He was given prestigious awards and titles like the Lifetime Achievement Award (The Economic Times),
Man of the Century (Chemtech Foundation), Indian Entrepreneur of the twentieth Century (FICCI), to name a
few.
• As per a study by the Varkey Foundation in partnership with UNESCO reported on January 16, 2015,
Reliance Industries Limited (RIL) was quoted to have spent a huge sum of USD 5.4 million on education
related Corporate Social Responsibility (CSR) activities.
• 1 RIL ranks the 80th position the top-100 list as per the world’s first comprehensive study in the global
corporate education CSR spends.
• Incidentally, RIL was the first Indian private sector company to post a profit of USD 1 billion net profit in a
quarter.
• It also spent over INR 700 crore of its net profit on CSR in the year 2013–2014 a major portion of it in
healthcare and rural development initiatives.
• The 2014 annual report of RIL reported an expenditure of 3.24 % of its net profits. 59 % of the total INR 712
crore was spent on healthcare, 23 % for rural development, 11 % on education for poor children, and 7 % on
other social activities.
 Product In Reliance Industry.

• RIL contributes nearly 14 % to the total Indian exports. It has a presence in various sectors like retail,
logistics, textiles, natural resources and energy, communications, science and technology, health care,
petrochemicals and construction.
• The four major operations of the company are classified into Oil and Gas Exploration and Production;
Petrochemicals; Petroleum Refining and Marketing business; and others.
• The major competitors of RIL are Indian Oil Corporation in the petrochemical sector; Sahara Q in the retail
sector; and Airtel in Telecommunication sector.
• The Retail sector includes Reliance Fresh, Reliance Digital, Reliance Footprint, Reliance Trends, Reliance
Mart, Reliance Home Kitchens, Reliance Time Out, Reliance Wellness, Reliance Autozone, Reliance Super,
Reliance iStore, Reliance Market and Reliance Jewels.
• RIL has 123 subsidiaries and 10 associate firms. It is the largest retailer in India with 1466
outlets countrywide.
 Promotion By Reliance.

• Reliance utilizes advertising tools to implement the best marketing strategies. They use emotional
promotional campaigns; discounts and schemes to attract consumers.
• However, Reliance started spending less on promotions and reduced prices to pull customers to the company.
• In the retail sector, RIL has no major advertising campaigns. It regularly sponsors sports activities and
purchased an IPL (cricket team) and conducts rehabilitation programs for the downtrodden.
• The company started in the late 70s as a textiles firm and gradually diversified into polyester, fiber
intermediates, plastics, petrochemicals, petroleum refining and oil and gas exploration and production.
• Reliance integrated into different industry sectors, most significantly into petrochemicals and crude oil and
Reliance Industrial Infrastructure Limited.
 Growth through Commitments

• Sustainable Development is the cornerstone of RIL to achieve sustainable growth and create thriving eco-
system.
• The Reliance Foundation (RF) was set up in 2010, to boost philanthropic initiatives of RIL and express its
vision of sustainable growth in India. Led by Smt. Nita M Ambani.
• The RF aims at development through the creation of meaningful and innovative activities addressing the
country’s developmental challenges.
• The Foundation has three core commitments SIS ( S– Scale, I– Impact and S– sustainability).
• RIL has six major focus areas: Rural Transformation, Health, Education, Environment, Arts, Heritage and
Culture, and Disaster Response.
 Implementation of Strategy

• RIL implements its CSR activities directly as well as in partnership with expert in the area. In case of direct
engagement initiatives are conceptualized and executed through a team of RIL professionals directly. It enters into a
partnership with organizations having a technical expertise and experience to perform activities in the core focus
areas of operation, to improve outcomes. RIL is also intrinsically involved in stakeholder engagement as part of its
strategy.

• RIL aims to continue its efforts to build on its tradition of social responsibility to empower people and deepen its
engagement with a view to improve lives, living and livelihood of millions on a sustainable basis.
 Measuring and Reporting Outcomes and
Impact

• RIL has a monitoring and evaluation (M and E) framework that focuses on measuring the outcome and impact on the
affected communities.
• The experts follow a distinct process /steps, namely (a) impact assessment studies (b) routine program monitoring
to track key operational strategies (c) focus on beneficiary acceptance and course correction (d) efficient
information systems towards developing solutions for collecting, collating, storing, processing and transmitting
information.
• RIL has a CSR and governance committee which is responsible for deciding the various policies related to the
responsible activities of the firm.
 Question 1
What are the various marketing strategies
of RIL?
Reliance Industries Limited (RIL) employs various marketing strategies across its diverse range of businesses, which
include oil and gas, petrochemicals, refining, retail, telecommunications, and digital services. Some of their key
marketing strategies include:
1. Brand Building: RIL focuses on building strong brands across its various subsidiaries and business units, such as Jio,
Reliance Retail, and Reliance Digital. This involves consistent messaging, advertising campaigns, and brand
positioning.
2. Customer Segmentatio: RIL tailors its marketing efforts to specific customer segments based on demographics,
psychographics, and behavioral characteristics. For example, Jio targets different segments with various offers and
plans based on their usage patterns and preferences.
3. Digital Marketing: Given its significant presence in the digital space through Jio and other digital ventures, RIL
utilizes digital marketing channels extensively. This includes social media marketing, search engine optimization
(SEO), content marketing, and targeted online advertising.
4. Retail Promotions: Reliance Retail employs various promotional strategies such as discounts, loyalty programs, and
in-store promotions to attract and retain customers. This includes offering exclusive deals and partnerships with other
brands.
 Question 2.
Can CSR act as a point of differentiation and an effective marketing strategy?

• Yes, Corporate Social Responsibility (CSR) can certainly act as a point of differentiation and an effective
marketing strategy for companies. Here's how:
• Unique Selling Proposition (USP): In a competitive market, CSR initiatives can set a company apart from its
competitors by showcasing its commitment to social and environmental causes. This unique aspect of the
company's identity can attract socially conscious consumers who prioritize ethical and sustainable practices.
• Brand Differentiation: CSR provides an opportunity for companies to differentiate their brand by associating it
with positive social impact and values. This can help create a strong emotional connection with consumers, leading
to increased brand loyalty and preference.
• Positive Brand Image: Companies that engage in CSR activities often enjoy a positive brand image, which can
enhance their reputation and credibility in the eyes of consumers. This positive perception can translate into
increased sales and market share.
• Effective Marketing Strategy: CSR initiatives can be effectively leveraged as part of a company's marketing
strategy to communicate its values and impact to consumers. This can include advertising campaigns, public
relations efforts, and social media engagement focused on highlighting CSR achievements and initiatives.
• Storytelling and Engagement: CSR provides compelling stories and narratives that resonate with consumers on an
emotional level. By sharing these stories through various marketing channels, companies can engage with
consumers in meaningful ways and build stronger relationships.
Thank You