MARKETING MANAGEMENT CASE STUDY MID TERM ASSIGNMENT

Group 02 – “ePGP Sec A”  

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 Case Study about the Reliance Industries Limited
“Success story of becoming India's Biggest Company”

Group-02 Participants  
Students Roll No
Ajay Bhagia 21ePGP010
Alok soni 21ePGP016
Anandi Vijay 21ePGP020
Basav Jyoti Nath 21ePGP040
Debasmita Behara 21ePGP048
Lavanya Ahuja 21ePGP076
Madhav Jha 21ePGP077
Mithun John Varghese 21ePGP086
Nischay C 21ePGP094

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Reliance Industries Limited (RIL) is an Indian organization
headquartered in Mumbai, India. Reliance has its entities across
domains like vitality, petrochemicals, materials, common assets,
retail, and broadcast communications. Reliance is one of the most
prominent  businesses in India, the biggest "traded on an open
market" organization in India by showcase capitalization, and the
biggest organization in India as estimated by income after it
outperformed Indian Oil Corporation sometime back. On 18
October 2007, Reliance Industries became the first Indian
company to cross $100 billion market capitalization.

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The organization is positioned 106th on the Fortune Global 500 rundown of the world's greatest
enterprises as of 2019. It was positioned eighth among the Top 250 Global Energy Companies by Platts in
2016. Reliance continues to be India's biggest exporter, representing 8% of India's all-out exports with an
estimation of Rs 147,755 crore and access to business sectors in 108 countries. Reliance is answerable for
nearly 5% of the legislature of India's complete income from traditions and extracts obligation. In 2019,
Reliance Industries Limited became the first Indian business to cross Rs 9 lakh crore valuation mark.
History And Origin Of Reliance Industries Limited
 
In 1966, Reliance Textiles Engineers Pvt. Ltd. was consolidated in Maharashtra. It built a manufactured
textures plant around the same time at Naroda in Gujarat. On 8 May 1973, it moved towards becoming
Reliance Textiles Industries Limited. In 1975, the organization extended its business into materials with
"Vimal" forming its image in the later years.
The organization held its initial open offering (IPO) in 1977. Sidhpur Mills, a materials organization, was
amalgamated with Reliance Textiles in 1979. In 1980, the organization extended its polyester yarn
business by setting up a Polyester Filament Yarn Plant in Patalganga (Maharashtra) with monetary and
specialized coordinated efforts from E. I. duPont de Nemours and Co., U.S.

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In 1985, the name of the organization was changed from Reliance Textiles Industries Ltd. to
Reliance Industries Limited. Between 1985 to 1992, the organization extended its introduced limit with
regards to delivering polyester yarn by more than 145,000 tons per year.
In 1993, Reliance went to the capital markets abroad for assets through a worldwide depository issue of
Reliance Petroleum. In 1996, it turned into the first private division organization in quite a while to be
appraised by worldwide FICO assessment offices. In 1995/96, the organization entered the telecom
business through a joint endeavor between NYNEX, USA, and advanced Reliance Telecom Private
Limited in India. 
In 2001, Reliance Industries Limited and Reliance Petroleum Ltd. turned into India's two biggest
organizations as far as all major monetary parameters were considered. In 2001–02, Reliance
Petroleum converged with Reliance Industries. In 2002, Reliance reported India's greatest gas
revelation (at the Krishna Godavari bowl) in almost three decades. The setup volume of gaseous petrol was
more than 7 trillion cubic feet, proportionate to about 1.2 billion barrels of unrefined petroleum.

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This was the first, historically speaking, disclosure by an Indian private company. In 2002–03, RIL bought a
larger stake in Indian Petrochemicals Corporation Ltd. (IPCL), India's second-biggest petrochemicals
organization, from the administration of India. IPCL later converged with RIL in 2008.
In 2005 and 2006, the organization revamped its business by de-merging its interests in control age and
appropriation, money related administrations and media transmission administrations into four separate
entities. In 2006, Reliance entered the retail showcase in India with the dispatch of its retail

 
location position under the brand name 'Reliance Fresh'. By the end of 2008, Reliance retail had near
600 stores crosswise over 57 urban communities in India.
In November 2009, Reliance Industries gave 1:1 extra offers to its investors. In 2010, Reliance entered the
broadband administrations showcase with the securing of Infotel Broadband Services Limited; the latter
was the main effective bidder for the skillet India fourth-age (4G) range sale held by the legislature of
India.

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 Around the same time, Reliance and Bharat Petroleum declared an association in the oil and gas business.
BP took a 30% stake in 23 oil and gas creation sharing agreements that Reliance works in India, including the
KG-D6 hinder for $7.2 billion. Reliance likewise shaped a 50:50 joint endeavor with BP for sourcing and
showcasing of gas in India. In 2017, RIL set up a joint endeavor with Russian Company Sibur for setting up a
Butyl elastic plant in Jamnagar (Gujarat) that became operational by 2018.
Marketing Strategy Of Reliance Industries Limited
The organization was established by Dhirubhai Ambani and Champaklal Damani in the 1960s as Reliance
Commercial. The marketing mix of Reliance covers 4Ps (product, price, place, and promotion) and explains
Reliance Industries' marketing strategy is as follows:
Products
Reliance Industries Limited is perhaps the greatest aggregate in India. Its business is available in different
segments which are concentrated to comprehend Reliance's item system in its showcasing blend. The retail
segment incorporates Reliance Fresh, Big Bazaar, Reliance Mart, Reliance Market, Reliance Home
Kitchen, Reliance iStore, Reliance Solar, and more.
Reliance Life Sciences is associated with medicines, plants, and biotechnology as it has some
expertise in marking, assembling, and promoting Reliance enterprises items in bio-pharmaceuticals.
Reliance's coordination comprises transportation, dissemination, coordination, inventory network-
related exercises, and telemetry arrangements. Reliance Jio Infocomm Ltd. is a broadband specialist
co-op which gives 4G administrations. Relicord is claimed by Reliance Life Sciences and gives blood
banking administrations. Reliance Industrial Infrastructure Limited deals with the development and
activity of pipelines for moving oil-based
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INDIAN INSTITUTE of MANAGEMENT RAIPUR this gives an outline of the 7
Price
Reliance Industries Limited pursues a distinctive valuing methodology for various segments. Thus, the
advertising blend and evaluation technique of Reliance Industries is unique in light of rivalry and market
administration in certain parts. It pursues entrance valuing for retail, media transmission, and well-being. At
the point when the organization propelled Reliance Jio, it offered free Jio administrations to its clients
during the dispatch time frame to build a piece of the pie. Be that as it may, the retail and media
transmission parts are at misfortune; however, the organization is giving ideas to clients to build its client
base.
The evaluating choices on its oil business rely upon the full-scale condition components and
worldwide market situation to a great extent. Reliance Fresh outlets, for example, secure their items
directly from the source, eliminating the middlemen in this way. This is advantageous to the shopper as the
markdown price and value decrease. Reliance Industries performs exhaustive evaluation before valuing its
choices,
Place and this evaluation is a persuasive factor for its ascent in the aggressive market.
Reliance Industries has a solid nearness all over India. Reliance Retail is the biggest retailer that has
more than 1500 stores crosswise over India. Different brands like Reliance Fresh, Reliance Footprint,
Reliance Digital, and Reliance Trends have arrived at Tier 1 and Tier 2 urban areas. Reliance Jio sim
administrations are accessible crosswise over significant areas and its network has improved
significantly over the last years.
Reliance Industries' dispersion system is so well-arranged that it has a strong grip across the country.
Reliance gets crude materials directly from the source; consequently, it has pulled in an enormous number
of clients because of the advertisements. Reliance clients can speak with the agents by calling
administrations or online channels.
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Promotion
Reliance Industries is vigorously working on publicizing and brand advancement. The special procedure in
the advertising blend of Reliance Industries is engaged towards 360 degree marketing and forceful brand
advancement. Reliance uses the slogan "Development is Life" and has typified its slants of taking
individuals together. RIL proprietor Mr. Mukesh Ambani has now owned the Mumbai Indians franchise
for a long time, and the purchase of a cricket team has been instrumental in bringing the Reliance brand
under the spotlight.
Reliance Industries has roped in Bollywood entertainer Hrithik Roshan for underwriting Reliance Telecom.
It declares limits and leads for different special exercises at various Reliance outlets. Because of its solid
image mindfulness, Reliance Industries has pulled in clients at its stores. Customer happiness has lead to
its expanded client base. Consequently, this covers the promoting blend of Reliance Industries.
Growth And Future Of Reliance Industries Limited
The Indian economy remained the quickest developing significant economy on the planet in 2018. In FY
2018-19, the evaluated Gross Domestic Product development rate was 6.8%, driven by solid private
utilization development at 8.1%. The economy kept on seeing an expansion in speculations with gross
fixed capital formation development at a six-year high of 10%.

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For FY 2018-19, India's oil request developed at about 3% y-o-y with utilization-driven request development
in gas (+8.1%), Gasoil (+3.0%), and stream fuel (+9.1%). The interest was driven by powerful development in
business vehicle deals and solid air traffic development during the year. On the provincial side, though
tractor deals and three-wheeler deals declined from the highs of FY 2017-18, they kept on developing in
twofold digits.
Household request development for petrochemical items was solid with both polymer and polyester
requests developing at 7.0% y-o-y. Reliance Jio has impelled India to turn into the biggest versatile
information devouring economy on the planet. With omnipresent and dependable information
administrations, information systems are progressively being utilized for media and stimulation, instruction,
showcase data, and exchanges.
The appropriation of advanced exchanges saw exponential development. UPI installments developed from
0.7% of GDP in FY 2017-18 to 4.7% in FY 2018-19 while charge card development found the middle value of a
solid 32% y-o-y in FY 2018-19. Individual utilization patterns stayed solid with individual credit at a sound
18% y-o-y. Reliance Retail keeps on profiting by solid interest development crosswise over purchaser
staples, optional merchandise, and its capacity to convey an unrivaled client experience and offer

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Refining And Marketing - Weak Light Distillate Cracks Lead Down Margins
During the year, benchmark Brent oil costs were up 22% due to geopolitical pressures, supply
interruptions from Venezuela, Iran, and Libya just as OPEC+ creation cuts. Request development was
affected by the high siphon level costs in the US and different economies coupled with the slow
development in the Chinese economy.
RIL's gross refining edges declined to US$9.2/bbl due to feeble light distillate breaks; this was somewhat
counter-balanced by flexible center distillate splits. Operational greatness and adaptability helped
Reliance keep up a noteworthy US$4.3/bbl premium over the territorial benchmark-Singapore Refining
Margins. The strong presentation by Reliance's refining business was bolstered by proactive unrefined
sourcing, enhancing of item yields, and vigorous hazard in a difficult domain.
Petrochemicals - Resilient Business Model Shining Through
Petrochemicals business conveyed its best execution with EBITDA commitment of 37,645 crores, up by
45.6% y-o-y. Petrochemical generation was additionally at a record high of 37.7 MMT, up 16% y-o-y.
The solid outcomes were accomplished in a situation of declining usage rates in key item chains with a
new supply increase. This exhibits the strength of Reliance's action plan which is dependent on linkages
between refining and petrochemical chains, feed stock adaptability, and wide item portfolio. While
polymer chain edges were affected by new supplies out of the US Ethane-based wafers, polyester bind
gains kept on increasing, driven by a solid PTA and PX edges. With the initiation of ethane splitting at
Nagothane, the key parts of Reliance's petrochemical speculation cycle are adding to its income.
Oil And Gas Exploration And Production
Reliance has attempted the improvement of High-Pressure High Temperature (HPHT) R-Cluster, Satellite-
Cluster, and D55 (MJ) fields. First gas from R-Cluster is normal by mid-2020 followed by Satellite Cluster
and MJ fields. The new improvement will use Reliance's collaboration with BP, the existing framework in
the Krishna-Godavari
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MANAGEMENT RAIPUR and specialist organization 11
advertise.
Reliance Retail - Growth Across All Key Consumption Basket
Reliance Retail accomplished record turnover of र 1,30,566 crore, up 88.7% y-o-y. Turnover development
was driven by quick store extension and strong development in same-store-deals. Reliance Retail
accomplished its most elevated EBITDA of र 6,201 crores, up 145% y-o-y. The solid working presentation
was driven by 100 bps improvement in EBITDA to 4.7%. Proceeding with solid development force,
Reliance Retail has accomplished an income CAGR of 55% and EBITDA CAGR of 76% in the last 5 years.
Reliance Retail had 10,415 retail locations in more than 6,600 towns and urban areas covering a zone of
22.0 million sq. ft. as of March 2019. A record footfall of more than 500 million was witnessed during the
year, a development of 44% y-o-y. Reliance Retail is working on plans to dispatch a separate new
commerce stage which will empower little shippers across India to contend in a computerized age.
Digital Services - Strong Traction In Subscriber Addition And User Engagement
Reliance Jio has over 400 million users to date and is currently India's biggest portable telecom
administrator positioned by Adjusted Gross Revenue (AGR). Jio comes out on top if Average Revenue
Per User (ARPU) (126.2/month) is considered along with sound normal voice utilization (823 minutes
for every client every month) and normal information utilization (10.9 GB per client every month).
Jio is intending to give a worldwide standard wireline framework and administration in India through
FTTH and Enterprise contributions. To quicken this rollout, RIL has made vital investments in Hathway
Cable, Datacom Limited, and DEN Networks Limited. Jio likewise keeps on executing its arrangements
of building an advanced biological system spreading crosswise over media, excitement, trade, training,
human services, and horticulture.
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Media - Strengthening Offering Ahead Of Evolving Market Trends
Reliance is focused on offering media content for the Indian market as a feature of its computerized
administration's bunch. As a component of this dedication, Reliance is putting resources into the
production of unique substance significant for the developing patterns in media utilization. Through
possessed substance motors and cooperative organizations, Reliance is building a broad media content
library which will take into account all portions of the crowd and dovetail with its wide conveyance stages.
Reliance's media organization Network18 proceeded on its development direction and put
resources into key regions to fill blank spaces and sustain its position as a leader.

Advanced Platforms
During the year, Reliance started stage-driven association procedures to tap the noteworthy potential for
its organizations to improve proficiency and encourage educated and basic leadership procedures.
Land Developments
RIL went into a Memorandum of Understanding (MoU) with the Government of Maharashtra to build a
Global Economic Digital and Services Hub with worldwide associations. RIL through its completely claimed
backup has gone into an MoU with NMSEZ to a sub-rent place that is known for around 4,000 sections of
land alongside related improvement rights. The project will usher in industry revolution 4.0 in Maharashtra
and prompt critical industrial development by offering world-class infrastructure and collaboration with the
best of worldwide innovation organizations in the areas of Innovation and Learning, Research and
Development, Technological Advancement, and Manufacturing and Service capacities

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Indian Film Combine
RIL through its completely claimed backup has procured a dominant stake in Indian Film
Combine, and it is building a Drive-in Theater, Hotel, Retail Mall, and Clubhouse at Bandra Kurla
Complex (BKC) in Mumbai.
JIO World Center
Reliance is also building a best in class, world-class convention center, performing arts theater, retail mall,
office space, and clubhouse at Bandra Kurla Complex (BKC), Mumbai. These undertakings are planned for
making BKC the most alluring retail, entertainment, and cultural area of Mumbai city backed by a world-
class convention center.
The last two years were portrayed by unstable, large-scale financial condition. Adding to vulnerability
were higher oil costs in the principal half of the year and expanding geopolitical pressures as the year
progressed. Reliance accomplished its best execution in this condition with record commitment from its
petrochemicals, retail, and advanced administrations units. "Strong working execution for the year
underscored the quality of the petrochemicals business that we have fortified throughout the last
speculation cycle. Moreover, our purchaser organizations keep on scaling new statures with industry
driving measurements. The adaptability of retail and computerized administration business stages has
made an exceptional incentive for all partners," a Reliance representative added.

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Revenue And Profit Of Reliance Industries Limited
Reliance accomplished solidified income of र 6,22,809 crores (US$90.1 billion), an expansion of 44.6% when
contrasted with र 4,30,731 crores in the earlier year. The increment in income was fundamentally because
of volume expansion with the adjustment of petrochemicals undertakings and oil cost related increment
of refining and petrochemical items. The higher volumes in petrochemicals business are by virtue of first
entire year of tasks of new petrochemical offices. Reliance's solidified income was bolstered by powerful
development in retail and computerized administrations business which recorded an expansion of 88.7%
and 94.5% in income individually when contrasted with the earlier year.

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