BRANDING ACTIVITIES

RELIANCE DIGTIAL

PRAJJWAL SHARMA | MARKETING MANGEMENT | 04-02-2019

DETAIL OF THE BRAND
Reliance Retail has the distinction of operating the largest consumer electronics store
chain in India through a network of over 7,100 Reliance Digital and jio stores.

Reliance Digital offers over 200 national and international brands offering a widest
assortment of products spanning across Audio & Video products, Digital Cameras,
Durables like Air Conditioners, Refrigerators, Washing Machines, Microwave Ovens,
Water Purifiers, Kitchen and Home Appliances, Gaming Consoles & Games, Computers,
Laptops, Tablets & Peripherals, Mobile and Fixed line instruments as well as a wide
range of accessories and new-age gadgets across all major product
categories. Reliance Digital offers its customers a delightful shopping experience and
help them in bringing home the latest & best of technology at unbeatable price.

Reliance Retail operates ResQ, the service arm of Digital. It is a full-fledged service
organisation and is India’s first multi-product, multi-brand and multi-location service
network that provides solutions encompassing end-to-end product life cycle requirements
for the entire range of Consumer Durables and Information Technology products and
other value-added services.

Reliance Retail has built the largest distribution reach for devices in India. The
infrastructure encompassing on-boarding of trained sales specialists, integrated supply
chain and service centres have being made fully operational as part of building 4G
ecosystem in the country.

Reliance Retail has developed a strong portfolio of products offered under its own label
Reconnect. The Reconnect products are differentiated by cutting edge innovation,
superior quality and offers great value.

Reliance Retail offers a wide range of 4G LTE smartphones and 4K TVs under its own
brand ‘LYF’. The brand built on the premise of unmatched user experience offers high
performance handsets and televisions that deliver a true 4G and true 4K experience
comparable to the best in the world. LYF range of smartphones with superior features

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like Voice over LTE (VoLTE), Voice over Wi-Fi (VoWi-FI), HD Voice and HD quality
video calling enables users to experience a new digital life.

Jio Stores caters to the rapidly growing market for mobility and communication products
offering a wide range of mobile phones, tablets and accessories. Within a short span of
time Reliance Jio Stores has grown to become India’s largest retail chain with presence in
over 5,200 cities. The chain is increasingly becoming a distribution platform for a large
number of national and international brands as it offers widest distribution reach in India

BRANDING PROCESS

 At Reliance Digital, you get to touch, try and feel every product before you make
your decision.
 The specially designed Experience Zones (for high-end entertainment systems
like home theatres, televisions, home and car music systems) simulate exact
conditions to familiarize you with your product.
 The trained staff will be only too happy to understand and advise on the optimum
choice of products meeting your needs. •
 What more, Reliance Digital is backed by Reliance ResQ, the service arm that is
available for support all 7 days and fully geared to provide end to end solutions.

The following is branding process:-

Ambience

• Store is Huge
• Store is Spacious/ Not too Crowded
• Store is Beautiful/ Good Décor/ Music
• Store is Neat & Clean
• Store is Bright & well lit
• Store has Good Displays
• Store is Well Organized (Products are at their proper logical place)

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Pre Purchase Support

• Staff is Courteous
• Staff is Friendly
• Staff is Helpful/ Co-operative
• There is enough staff to attend/ Got immediate and proper attention by SA/ SA have
knowledge
• Processes are quick (Billing etc)

Post Purchase Support

• Delivery was on time (as preferred by the customer)

• Demonstration is on time and it was conducted properly
• Installation was on time, without hassles and was done by experienced persons
• Repair/ Servicing/ Replacement is done at the store itself
• Complaint Handling Practice is simple and efficient
• Commitments are kept

Product & Pricing

• Availability of product details

• Freedom to Touch & Feel
• Transparency/ Fairness
• Competitive Prices
• Promotions & Offers
• EMI Facility
• Choice of Brands/ Models
• Assortment of Products

Other facilities

• Restrooms are properly marked

• Escalator/ Lift is provided
• Facility is provided for old people to sit and relax

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• Games are provided to engage children while the parents shop
• Old People are offered water
• Online Order/ Phone Order can be placed
• Proper Packaging is provided (not a carry bag)
• Locational Convenience
• Good Parking Facility

Challenges faced by brand

Big target

• Reliance Digital’s business now accounts for 4% of the country;s consumer.

electronics and mobile phone retailing market.
• To achieve the target,it will need a 12% market share in three years.
• Reliance operates around 2,000 consumer electronic stores in 700 cities.
• As many as 270 of these are large-format Reliance Digital outlets and the balance are
smaller Jio stores.

With major competitors in the

market croma and vijay sales

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 IMPICATIONS

Reliance Digital has introduced an online portal for the sales of smartphones and other
electronics. The report highlights that the company is planning to make its presence felt
in the online domain with heavy discounts on different products ranging from
smartphones to televisions to other electronics. The products will be priced at par with
the offline stores of Reliance Digital.
 
For after-sales support, installation and demos, the new online platform will rely on the
company’s in-house service company, ResQ. Further, Reliance Digital and small Jio
stores will act as fulfilment centres for the online orders, report ET.
 
It has to seen whether this new online platform from Reliance Digital will be a success or
not. The company has the advantage of a decent number of retail stores across India,
which will help the company to give faster deliveries for the online order and going by
company's past record consumers can expect tempting offers as well.
 
The company will undoubtedly face some significant challenges as the likes of Amazon
and Flipkart has already established their dominance in the e-commerce platform by
delivering quality goods with a good network of after-sales support and interesting deals
from time to time.

KEY LEARNINGS
From the practical exposure of branding actives which gives Consumer Experience in the
Technology Retail Context Overall 8 key Broad Parameters:-
1. Choice of Brands/Models
2. Assortment of Products
3. Freedom to Touch and feel
4. Promotions & Offers
5. Competitive Prices

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6. Locational Convenience
7. In store Ambience
8. Pre Purchase Support
These are the reasons why branding is important;
• Branding Creates Trust
• Branding Improves Recognition
• Branding Supports Your Marketing Efforts
• Branding Motivates Employees
• Branding Generates New Revenue
• Always Have Your Customer in Mind
• Create Messaging That Illustrates Your Value
• Use Emotion

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