As far as i see, Reliance has always tried to provide best price to its customers and that has been a consistent strategy in all its companies big or small. Have they ever considered differentiating them-self by quality of services, socially conscious group or by creating a niche. Naah ! The prime reason might be that they always want to capture a larger market which makes sense.
Reliance is much more of a company whose strength lies in Public relations, Project Management and Financial Engineering. Over the years they have shown us that they can get the large market share within no time by aggressive pricing , can get the facilities built before time because of there project management capabilities and has always been a darling of the financial markets. But they never attracted the best of the marketing talent, never have they boasted or tried to go aggressive on the branding of the company.
Reliance ADAG group and RIL group has survived and made it big even without much of branding and marketing initiatives primarily as there offerings were much more of B2B ( Business to Business Marketing ). Off late ADAG group has ventured into many of the B2C ( Business to Consumer) businesses like Reliance Entertainment, Mutual Funds, Telecom etc where they have to start thinking about the branding aspect of their company.
Its not that ADAG group has not tried for branding , particularly for Reliance communication, they came out with "Sehwaag ki maa ka phone aaya hai" advertisement. I just cant stop smiling thinking about that advertisement, its really tough to find logic behind it . Why the hell will Sehwag's Mom call a spectator in the stadium and how did the spectator came to know by looking at the number that Sehwag's Mom is calling . But all that is past, they were trying to enter a uncharted territory so initial hick-ups ( popularity called as teething troubles by business managers to safe themselves from Senior Management bashing :-) ) were bound to happen .
Yesterday I called up Reliance Capital ( Another ADAG Company) Customer Care for a query regarding Reliance Mutual Fund and during the waiting period they played Voda-phone Tune. I was amazed and surprized and than I asked my friend to check out if its Voda-Phone tone only, he confirmed it. Its a classic case of marketing disaster, as a Group if you can not promote your own company , why are you playing your Competitors Song !