Marketing Strategy of Reliance Infra: Detailed Insights

About Reliance Infrastructure Limited –

Source – Wikimedia Commons

A private sector company in India, Reliance Infrastructure Limited, formerly known as Reliance Energy Limited (REL) and Bombay Suburban Electric Supply (BSES), engages in the production of electricity as well as infrastructure, building, and defence. It belongs to the Anil Dhirubhai Ambani Group of Reliance. 

Anil Ambani, the company’s chairman, and Punit Narendra Garg, its CEO, are in charge (since 6 April 2019). The corporate office is located in Navi Mumbai. The industries in which Reliance Infrastructure has interests include electricity generation, metro rail, airports, bridges, toll highways, and defence. It has a sizable stake in Reliance Power and Reliance Naval and Engineering Limited, the other group company.

Reliance Infrastructure was placed as the 51st largest corporation in India and the top company in the category of “Infrastructure Development” in the 2019 Fortune India 500 list. Reliance Infrastructure had 56 subsidiaries, 8 associate businesses, and 2 joint ventures as of March 2018.

 In 2018, the company’s EPC Business division received numerous orders, including the 7,000 crore Versova-Bandra Sea Link project, the 3,647 crores Uppur Thermal Power Project, the 1,881 crore NHAI national highway projects in Bihar and Jharkhand, the 1,585 crore Mumbai Metro Line-4 project, the 1,081 crore Kudankulam Nuclear Power Plant project, and others.

Quick Stats – 

Marketing Strategy of Reliance Infrastructure –

Reliance Infrastructure is one of the biggest brands in the construction business. Its marketing strategy involves traditional methods of banner promotions and newspaper ads. One of the unconventional ways for promotion was branding the metro trains. So let’s begin the marketing strategy of Reliance Infrastructure with its STP analysis.

Segmentation –

Reliance Infrastructure operates through 3 segments: Power, Engineering and Construction (E&C) and Infrastructure. The power Segment is responsible for the power generation, transmission and distribution of electrical power. The E&C provides construction, erection, commissioning and contracting services. Among the businesses in the infrastructure, the segment is those concerned with toll roads, metro rail systems, and airports. Many defence and infrastructural projects are implemented, operated, and maintained through its special-purpose vehicles.

Their target is to reach all demographics, geographics, and psychographics of consumers. Their areas of interest lie in projects in both the private and public sectors.

Targeting –

Even though their primary focus is on Infrastructure, they also provide other services like manufacturing for defence and military, power plants, transmission, etc. They want the expansion of these services in the entire nation. Reliance Infrastructure can take on projects for many cities that require metro trains for ease of transportation.

Positioning –

As mentioned earlier, Reliance Infrastructure has a big influence and grasp on the market. Their brand name is synonymous with quality and trust. They are also known for their sustainable approach toward development and their promotion of the preservation of nature. They provide their products and services at a competitive price. RInfra works closely on the projects of the Government of India.

Marketing Campaigns

As mentioned earlier, Reliance Infrastructure Limited uses traditional marketing strategies. Even though there isn’t much evidence found online. They mostly stick to the use of flyers, banners and billboards for marketing. The only unconventional way of promoting the brand’s name was on metro trains. There isn’t much information found on the internet about their marketing campaigns.

Social Media Marketing

Reliance Infrastructure Limited has a solid offline business game in the industry but its online presence has a lot of room for improvement. They are present on social media platforms but the content strategy needs more work in terms of creativity, engagement and awareness.

• Facebook: 55,358 
• Twitter: 12.5k 
• LinkedIn: 14,692 

Even though Reliance Infrastructure is a big name in itself, however, none of the social media accounts is verified. Verification is important nowadays which helps brands stand out more among their competitors.

Reliance Infrastructure is not as active as its contenders on social media. You can find them most active on Twitter but it’s mostly retweeting the contents of Reliance Groups.

SEO Strategies

Source – UberSuggest 

Search Engine Optimization (SEO) is crucial for brands to rank top on the SERP. According to the SEO ranking, Reliance Infrastructure has a good impression on their domain with more than 13K+ organic keywords that drives 42K+ organic traffic.

Acquiring high-quality backlinks from authority sites and improving internal links can be a few ways to increase domain authority. Also, by creating quality content on the website and using social media to promote those blogs. Good domain authority is a result of both on-page and off-page SEO strategies. 

Influencer Marketing

The chairperson, Anil Dhirubhai Ambani is the face of the brand and uses no celebrities for brand promotion. However, they can go for influencer marketing campaigns for brand awareness, increasing brand reach and targeting more businesses, organizations and public sectors.

Influencer Marketing is adopted by many businesses. Depending on the budget and requirements, a company can onboard either Mega influencers or other categories of influencers.

E-Commerce Strategy

The services provided by Reliance Infrastructure are all fieldwork and need physical involvement. So, it is highly unlikely to have the requirement of an e-commerce strategy for them. However, their website lists everything related to their company profile and services which makes it easier for viewers to navigate through to learn more about them. They also have a “Contact Us” Section where you can put your queries and someone from the team will contact you.

Mobile Apps

Reliance Infrastructure Limited does not have a mobile application. The nature of their business is such that there are no requirements for launching a mobile app. Maybe in the future, they can launch a mobile app based on any future innovations. However, their products and services need no mobile app for now.

Content Marketing Strategies

If you go to their website or analyze their social media accounts, it is evident that Reliance Infrastructure does not follow any content marketing strategies. They are present online but they do not focus on providing any engaging or educational content at the moment on any of the online platforms.

You can find information about the company, key personal information, information and news related to their services, information on their achievements and recognition, their financials and more on their website.

What’s Unique in the Marketing strategy of Reliance Infrastructure?

In this in-depth case study of the marketing strategy of Reliance Infrastructure Limited, we found out about their target and goals that they plan to achieve with their services. There are a lot of ways in which Reliance Infrastructure can improve its online and offline presence with different campaigns nationwide and worldwide.

Reliance Infrastructure is lacking a lot when it comes to its marketing strategies. Every organisation needs to engage in marketing in order to survive. In the current scenario, the marketing field is rapidly digitizing.

Reliance Infrastructure should work on a content strategy for an active social presence to stand out from its competitors. As more and more companies are shifting their marketing strategies and taking them on digital platforms, digital marketing skills have become the need of the hour. If you are an aspiring digital marketer check out the Online Digital Marketing course and MBA in Digital Marketing Course to upskill yourself. 

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