Project Report

A Study on the Marketing Strategy of Reliance with Special Reference to JIO

SUBMITTED TO MANIPAL UNIVERSITY JAIPUR PARTIAL FULFILLMENT OF

THE REQUIOREMEMNT FOR THE DEGREE MASTER OF BUSINESS
ADMISTRATION IN MARKETING

Submitted By

Udit Pareek

Registration Number – 211410920

Email Id - udit.211410920@mujonline.edu.in

Mobile Number – 9748199155

Under Supervision Of

Mr. Md Maznur Rahaman

Designation- Deputy Manager

Company - CBRE as Deputy Manager at Cognizant Technology Solutions

Manipal University Jaipur, Dehmi Kalan, Off Jaipur-Ajmer Expressway, Jaipur,

Rajasthan 303007.
Sr No. Topic Name Pages No

1. Executive Summary 1-4

2. Acknowledgement, Introduction of the study, 1-2

Objective of the study

3. Research Methodology 2-4

4. Literature Review 4-5

5. Research Hypothesis 5-6

6. Research Model 6-7

7. Research Plan 13

8. Pre Jio, After Jio 15, 16

9. Jio Products 18-19

10 Data analysis & Interpretation 20-31

11. Banners You Seen 32- 48

12. Suggestion / Recommendation 48- 50

13. Limitation 50

14. Scope of Future Research 55-58

15. Business Focus 62-63

16. Operation 63-64

17. Conclusion 79
 Executive Summary

Jio is one of the largest telecommunications companies in India, offering a wide range of services
including mobile network connectivity, high-speed internet, digital content, and online payment
services. As a marketing executive for Jio, my goal would be to promote the brand and its services to
potential customers and drive growth in the market.

To achieve this goal, my marketing strategy would focus on the following key areas:

1)Targeted Advertising: I would leverage various advertising channels such as television, Digital
platforms, social media, and print media to reach out to potential customers. By analyzing customer
data, we could identify the most effective channels to target specific. demographics and regions.

2)Brand Awareness: I would focus on increasing brand awareness by creating engaging content that
showcases the benefits and unique features of Jio's services. This could include. video content, blog
posts, and social media campaigns that demonstrate how Jio's services can make life easier and more
convenient for customers.

3)Partnership and Collaboration: I would seek out partnerships and collaborations with other
companies and organizations to expand Jio's reach and enhance its services. For example, partnering
with popular e-commerce platforms could provide a platform for Jio to offer additional value-added
services, such as online payments and delivery options.

4)Customer Engagement: I would focus on creating a positive customer experience by providing

excellent customer service, personalized offers, and loyalty programs that reward customers for their
business.

5)Innovative Services: I would work with Jio's product development team to create new and
innovative services that cater to the changing needs and preferences of customers. This could include
partnerships with content creators, new digital payment options, and advanced internet connectivity
solutions.

By implementing these strategies, Jio can continue to expand its market share and become a leader in
the telecommunications industry.

After the globalization of Indian economy in 1991, the telecommunication sector remained one of the
most happening sectors in India. India has a fast growing mobile services market with excellent
potential for the future. Even though the sector has promised such tremendous growth, but Indian
mobile sector remained below par compared with international standards. Reliance Jio is a provider
of mobile telephony, digital services and broadband services in India, a subsidiary of Reliance India
Limited is the first telecom company to hold pan India Unified License using volte technology. Prior
to its launch in pan India, Jio had provided free Wi-Fi hotspots in various cities. Jio has also launched
its own mobile handset brand name LYF. The launch of Jio has not only transformed the Indian
mobile sector but at the same time has put huge pressure on its competitors such as Bharti, Airtel,
Idea & Vodafone on multiple fronts. Jio has adopted a predatory pricing model to drive the
competition out of the market. According to a report in gadget.ndtv.com, it is very difficult to compete
with Jio as they have already invested 15000 crore on infrastructure during 2010-16 without any
profit. The company has launched its 4G broadband services in first quarter of 2016 financial year.
Jio just after its launch through its Jio Welcome offer(free services) became the most successful brand
in India with customer satisfaction as their prime motive. Penetration in rural market and high
ARPU has been salient features of Jio success. It changed the perception of charging for voice calling
to data calling by providing free voice calls and SMS, only charging for the data services. Thus people
became more dependent on the data services demanding wide coverage of 4G services. The company
has a network of more than 250,000 km o fiber optic cables in the country over which it will partner
with local cable operators to get broader connectivity for its broadband services. With its Multi
Service Operator(MSO) License, Jio will also serve as TV channel distributor. Jio is capturing Indian
market day by day. Hence time is not far when Jio will launch similar plans with 5G services thus
making India a true digital economy at par with International standards as chairman of RIL, Mr.
Mukesh Ambani committed. In this report, we tried to analyze the strategy and the management
practices adopted by Reliance Jio in comparison to other market players which make them one of the
fastest growing telecom industry. Apart from this we also analyzed the underlying micro and macro-
economic factors which helped Jio to achieve these feet. The report also contains industrial analysis,
different strategies adopted by Jio, its equivalent impact both in terms of market share and financial
gains and the road ahead for the Jio. The telecom industry is an important tool for a technologically
driven society and isochor-economic development. This is due to the reach of industry to all parts of
the country. India’s telecommunication market (consisting of both mobile and landline telephone
connections) has a subscriber base of more than 1189M and is currently 2ndlargest globally. There
has also been a consistent increase in Internet penetration too with a subscriber base of 665M. Rural
market is a market driver in the coming years. Gross revenue of the sector is $8.93B during April-
June 2019. It also contributes to our GDP (6.5% in 2019) and direct employment. The New Telecom
Policy (NTP-99), which came into effect in April 1999, introduced the revenue sharing model in the
Indian telecom sector. Under this system telecom licensees were required to share a percentage of
their Adjusted Gross Revenue (AGR) with the Government as annual License Fee (LF). In addition,
mobile telephone operators were also required to pay Spectrum Usage Charges (SUC) for the use of
radio frequency spectrum allotted to them. The license agreements between the Department of
Telecommunications and the service providers defined the components of the GR of the licensee
company and the AGR was computed after allowing for certain deductions spelt out in the license
agreements. The annual accounts of the service provider, audited by their Auditors appointed under
Section 224 of the Companies’ Act, 1956, are relied upon by DoT for assessing the revenue share due
to the Government. In November 2019, when Mukesh Ambani, Asia’s richest and the world’s fourth-
richest person and chairman and managing director of Reliance Industries Ltd (RIL), created Jio
Platforms, a wholly-owned subsidiary of his oil-to-telecom empire, he set in motion a plan that would
drive his company’s growth over the next decade.

Jio Platforms acquired Reliance’s telecom arm, Jio Infocomm, and with that India’s largest company
by market capitalization metamorphosed its telecom venture into a digital company.

Simply put, Jio Platforms is Reliance’s digital arm that houses its telecom and digital offerings.
However, it is the linchpin for Mukesh Ambani’s ambition to create a digital society, the key for RIL
to get a majority of its revenue from consumer businesses that currently contribute about 30%. This
will help the group reduce its dependency on the oil business, which has been going through
turbulence due to macro-economic situations in the last few years.

At the center of Jio Platforms is Jio Infocomm with its almost 400 million subscribers, which is what
makes the digital venture so valuable. The network connectivity is the basic foundation for offering
digital services to millions of Indians. Through its telecom arm, the company offers wireless, home
broadband, and enterprise broadband services.

“Jio Infocomm is the bedrock of the entire Jio structure,” Sanchit Vir Gogia, founder and chief
executive, Greyhound Research, told KrASIA. “Without Jio Infocomm, Jio Platforms is nothing but
an empty drum without subscribers.”

According to Jayanth Kolla, founder and partner of Bengaluru based business consultancy firm
Convergence Catalyst, Jio Infocomm strategically brings a huge customer base to Jio Platforms and
gives it a whole lot of data analysis on the usage pattern and behavior of these consumers.

This, in turn, he said, “acts as a tool for the company to change or impact the digital behavior of
consumers.”

Apart from connectivity services, Jio Platforms inherited tech capabilities that Reliance had
accumulated over the last few years. These include artificial intelligence, machine learning, internet of
things, cloud computing, blockchain, edge computing, computer vision, security solutions, and mixed
reality.

A network of about 20 startups that Reliance has acquired or invested in, also bring with them cutting
edge technologies that add to Jio Platforms’ eye-popping list of tech capabilities. These tech startups
are helping the company enhance and expand its core digital products and services, as well as launch
new tech products and platforms. Lastly, Jio Platforms has an ecosystem of apps that provides digital
services across segments such as communication, video, music, gaming and entertainment, home
solutions, security, and health, among others.

The ultimate aim of Jio Platforms is to offer “anything and everything digital,” according to Kolla.

“Be it broadband, mobile internet, TV, online retail, communication, or digital payments, they have
made it clear they want to be the digital player in every Indian’s life,” he said. “Every mobile and
consumer internet product from China to California, Jio may launch an India version of all of them.”
There is already consensus building in the global tech community on the trend of ‘splinternet’–where
the internet is being broken into various geographical regions based on factors such as politics,
technology, commerce, and nationalism, among others. The theory argues the Indian version of the
internet is likely to be led by Reliance Jio. This essentially means the internet-based consumer services
are likely to be dominated by Reliance’s digital baby.

However, according to Gogia, Jio Platforms is not just a digital story, it is a “phygital story,” or
physical plus digital story, using technology to connect the offline and online retail experience.

“How the company can get more out of its underutilized offline assets such as Reliance Retail (its
retail arm) and other related investments, is what the story is all about,” he said.

Mukesh Ambani’s ambitious e-commerce venture, Jiomart, is a prominent step toward achieving
that. Reliance is leveraging its humongous retail and wholesale outlet network in the country to
expand Jiomart and compete with Amazon and Flipkart. Mukesh Ambani set up a telecom company
because of his daughter Isha Ambani is a famous story that has been told numerous times.

“The idea of Jio was first seeded by my daughter, Isha, in 2011,” Mukesh Ambani told an audience in
London in March 2018 after receiving the Financial Times-ArcelorMittal award for boldness in
business.

Then a student at Yale, Isha Ambani was back home on vacation and was having a hard time
submitting her coursework because of poor internet connection. She told senior Ambani that “the
internet in our house sucks,” which prompted Mukesh Ambani to set up a fast-speed, low-cost
internet five years later.

Be that as it may, Mukesh Ambani’s telecom ambitions, in fact, go over a decade back. The Reliance
group first entered the telecom business with Reliance Infocomm in 2002, soon after the death of its
founder Dhirubhai Ambani. However, by then a cold war had broken out between his sons, Mukesh
Ambani and Anil Ambani.

Three years later, unable to run the Reliance empire together, the brothers split up, ending a long-
standing public feud. It was their mother, Kokilaben Ambani, who divided the business between the
two. While Mukesh Ambani took reins of the exploration and production, petrochemicals, and
refineries and marketing under the group’s original name Reliance Industries, Anil Ambani got
Reliance Energy, Reliance Infocomm, and Reliance Capital, and named his company Reliance-Anil
Dhirubhai Ambani Group (R-Adag).

Acknowledgement

I am using this opportunity to express my gratitude to Mazur Rahaman who supported me

throughout the course of this project. I am thankful for their aspiring guidance, invaluably
constructive criticism, and friendly advice during the project work. I am sincerely grateful
to them for sharing their truthful and illuminating views on several issues related to the
project. I would also like to thank my project guide Md Mazur Rahaman for her/his
guidance which resulted in successful completion of the project.

Udit Pareek

Introduction of the Study

The Indian telecom industry is one of the largest telecommunication markets which is only
possible due to the increasing mobile economy in India. The Reliance Jio has various
applications which have various specific features. These are the specific features that
attract more customers with great loyalty are gained. This nature of uniqueness is the
reason behind the huge success and growth in short span of time comparing to the others
telecom services providers in India. (Arul Kamilas.A and Sokkammal’s, 2016). Reliance’s
blowup launch of Jio is a boon for the lots of the country however has left a giant
punctuation on the probabilities for shareowner wealth creation within the long run. The
tariff plans declared by Reliance Jio are going to be a game changer for the
telecommunication trade and area unit expected to drive bigger adoption across knowledge
and voice segments however it would additionally impact the profit and property of
existing operators.(Surabhi Singh, 2017).The Reliance Jio has brought a turbulence due to
the prominent alternate for the special features. The Reliance Jio has set the world record
for fame gained in noticeably short span of time. "The services provided by the Reliance
Jio are primarily tangible which is the reason behind the satisfaction of the customers as
this is the need for customers which they expect." (A Study on the Marketing Strategy by
Reliance with Special Reference to JIO”) (Pawan Kalyan, 2015). The free services offered
by Reliance Jio and the competitive tariff planning with the unlimited data the 4G is also
the reason for their boom. The Reliance is riding high towards revolutionizing the Indian
Telecom market in the recent times. (Ms. Mathangi and Dr. R. Geetha Lakshmi,2017). (1)
"Another aspect for which Reliance Jio was opted by the customers due to the attitude
which influenced them." (“A Study on the Marketing Strategy by Reliance with Special
Reference to JIO”) The basic and common economy expects more services with less cost

Chapter 1

Objective(s) of the Study

Study RIL's marketing strategies in different industries

Analysis of the effectiveness of these marketing strategies in promoting RIL products and
services

Identify the factors that contributed to the success of RIL marketing strategies.

Suggestions for improving RIL marketing strategies based on survey results. which is
absolutely satisfied by the Reliance Jio. Due to this the satisfaction level of Customer’s using
Reliance Jio is comparatively high than the other customers’ satisfaction level usingthe
services provided by the other telecom service providers. (R. Sakthi Prasath, N. Chandra
and R. Amutha, 2017) Reliance Jio, the Indian telecommunications company

1. To provide affordable and high-speed internet services to the Indian population.

2. To expand its network coverage across the country, especially in rural areas, to
connect more people to the internet.
3. To offer innovative digital services and products such as JioTV, JioCinema, and
JioSaavn, to enhance the overall user experience.
4. To drive digital adoption and encourage the use of online services and e-commerce among
Indians.
5. To create a sustainable business model and generate revenue through various sources
such as data usage, value-added services, and partnerships.
6. To compete with established players in the telecom industry and emerge as a market
leader in the long run.
7. To leverage its technological prowess and expertise to explore new business opportunities
in related industries like e-commerce, digital payments, and internet of things (IoT).
8. To contribute to the government's Digital India initiative by bridging the digital divide
and empowering the masses with access to digital services and tools.
 Research Methodology

"Reliance Jio is one of the biggest reasons for its success." (“Business Strategy of Reliance
Jio.docx - Business Strategy...”) The use of the AARRR strategy to penetrate the market
adds huge growth to the company. This strategy includes five key components to help a
business acquire and retain customers creatively and cost-effectively. (“Marketing Strategy
of Reliance Jio - A 2022 Case Study | IIDE”)

Acquisition – After the commercial rollout of Jio in September 2016, Jio offered free
services to its customers for 3 months. This plan worked as the trump card for Jio to
acquire the customers. Within one month, Jio was able to acquire 16 million subscribers.

Activation – The users were provided with the best experience, which was never provided
by any telecom service provider. The unlimited high-speed, 4G data with unlimited calling
was unimaginable to the customers. Retention – Jio did not stop here. On the new year in
2017, they extended the free services to the users for another 3 months. Jio became the
first-ever telecom company to provide 6 months of free service to customers. In just two
and a half years into the business, Jio gained more than 300 million active subscribers. It
took more than 19 years for its competitor, Bharti Airtel to reach such a number. Such was
the power of Jio.
 Referral – The customers became its preacher. Jio got more business through positive
Customer reviews and user experience. This added as a boon to its tremendous growth.
Revenue – Slashing the prices to 1/10th the existing cost, Jio got ahead with revenue, which
was the major factor in getting such a leap in the market.

Chapter 2

Literature Review

In June 2010, Reliance Industries brought a 96% stake in Infotel Broadband Services ltd
(IBSL) FOR Rs 4800 cr. Although unlisted IBBL was the only firm to win broadband
spectrum in all 22 zones in India in the 4G auction that took place earlier that year later

The chapter of the literature review is considered as the most critical chapter of a study as
it directly contributes to enhancing the knowledge base of the researcher with regards to
the subject matter. In this chapter, the researcher focuses on searching and evaluating
differently available literature to gain a better understanding of the topic selected for
investigation.

The viewpoints and work carried out by other researchers and authors are taken into
consideration in

this chapter. Here, different themes are developed by the researcher to gain in-depth
information.

about the topic chosen for the study. The key themes covered in the present section of the

literature review is an overview of the Indian Telecom sector, the business model of
companies

in the telecom sector, the impact of Reliance Jio on other players in the industry and the
ways in

which Reliance Jio has dominated the Indian Telecom industry.

Continuing as RIL’s telecom subsidiary, Infotel Broadband services was renamed as

Reliance IN January 2013.

Acquisition & Subsidiaries:

Acquired Infotel Broadband Services Ltd in 2010

Technology – Rancore Technologies (3)

ILD & NLD – Infotel Telecom The case is about how Reliance Jio Infocomm Limited (Jio)
rose to become one of the leading telecom networks in India. Jio has captured a large
market chunk and achieved numbers that took the competition over a decade to achieve. It
is India’s only network which is solely 4G and its USP is the free services that it offers. The
company adopted a predatory pricing strategy to enter the Indian telecom market and
offered free voice, data, and message services in the name of its “Welcome Offer” from
September 5, 2016, to up to December 31, 2016. Later, the offer was extended up to March
31, 2017, as the Happy New Year Offer. Reliance’s move disrupted the competition in the
Indian telecom sector and major competitors like Airtel, Idea, and Vodafone were facing
huge losses and framing defense strategies to sustain their market share. They were forced
to resort to lowering their tariffs with an eye to retaining customers. They also tried to
block Jio sales by submitting petitions to the Indian Government and TRAI against the
offers of Jio. But the chief of Reliance Jio, Mukesh Dhirubhai Ambani (Ambani), was
undeterred by the competitors’ moves and announced that Jio had crossed 100 million
subscribers. Jio offered different apps like movies, music, chat etc. which could be used
with the Jio SIM. The subscription process for the Jio SIM was also simplified and there
was a huge response from Indian customers. Jio faced certain challenges like sharing of
telecom spectrum, problems with other players related to Points of Interconnection,
declining internet speed, number portability, etc. Apart from that, Jio planned to start its
commercial operations from April I, 2017, by charging the customers under different tariff
plans. The crucial challenge for Ambani was to hold on to Jio’s subscribers even after the
free offers expired. He has the big responsibility of framing an efficient customer retention
strategy after March 31, 2017.

Chapter 3

Jio Product Strategy

The product strategy and mix in Reliance Jio marketing strategy can be explained as
Reliance Jio is a leading telecom operator in India, which has disrupted the Indian market
with its services. Jio has rolled out several products & services in its marketing mix for the
benefit of the Indian population including the roll out of Internet services to promote
Internet penetration within the country and promote the digitization initiatives followed.
JioPhone is one of the most popular services rolled out by Jio, wherein the first
affordable4G phone has been launched by Reliance which is powered by Kai Operating
System. Peripheral services like messaging and music are offered by the 4G internet
services that Jio offers along with the various data and voice over services. Apart from this,
Jio also produces LYF smartphones. Though in the initial months of its launch agreement
with Intex, Jio was supposed to purchase the smartphones manufactured by Intex, Jio
decided on making its own handsets compatible with the 4G VoLTE technology.
RelianceJio, prior
(4)
to its launch of 4G services within the country, also started providing free hotspots of Wi-Fi
in several cities within the country. This initiative was undertaken to gauge the interest in
Internet penetration within the country and develop a culture wherein people are exposed
to Internet usage. More so, Wi-Fi was provided to spectators in cricket stadiums that had
partnered to host the ICC World Cricket Tournament matches. Jio has also added fibre to
home service in its product portfolio, which includes TV, broadband & telephone. The
company also raised an additional $23 billion to further strengthen its position.

Research Hypotheses

The study will use a mixed research methodology and data will be collected from primary
and secondary sources. Background data is gathered through in-depth interviews with the
company's management, marketing staff and customers. Secondary data is also collected
from a variety of sources, including company reports, industry publications, and academic
journals.

Jio's marketing strategy has had a positive impact on its market share in the telecom
industry.

Jio's innovative pricing strategy has helped the company gain a competitive edge over its
peers.

Jio's marketing efforts have been successful in targeting a younger audience, resulting in
increased brand loyalty and customer retention.

Jio's social media marketing campaigns have successfully built a strong brand identity and
increased customer loyalty.

Jio's investment in developing a strong distribution network has enabled the company to
reach a broader customer base and increase its market share.

Jio's customer-centric approach to marketing has helped the company build a strong
reputation for quality service and support.

Jio's focus on offering value-added products and services has helped the company
differentiate from the competition and create a unique brand proposition.

Jio's investment in digital marketing has enabled the company to reach a wider audience
and increase its visibility in the market.

Jio's collaborations and partnerships with other companies have helped the company
expand its product and service offerings and create new revenue streams. (5)
Jio's marketing efforts have successfully established the company as a leader in the
telecommunications industry, resulting in increased brand awareness and customer loyalty.

RIL's marketing strategy has a significant impact on the company's overall growth.

RIL's use of innovative marketing tools and techniques has contributed to its success.

RIL's marketing strategy is customer-centric and focuses on customer needs and

preferences.

Promotion & Advertising Strategy

The promotional and advertising strategy in the Reliance Jio marketing strategy : Jio has
partnered with several organizations and agencies like The BT group, Millicom,

Orange S.A. In September 2016, it even signed a pact with BSNL for intra-circle roaming
services to be offered in partnership with one another. Jio has also signed up for a
partnership with Samsung for rolling out LTE Advanced Pro and 5G in the country.
Reliance Jio was responsible for launching the much talked about Augmented Reality game
called Pokémon Go, which excited the youth and revolutionized the way games were
thought as. Jio promotes itself extensively through campaigns on Television, social media,
print Media, outdoor media publishing activities and so on. The brand ambassadors for the
brand promotion are the most iconic stars of the Bollywood film fraternity: Shahrukh
Khan and Amitabh Bachchan. The company has used digital marketing as a strong push to
promote its brand. The brand engages with its users across different social media
platforms.

Research Model

The research model will focus on the relationship between RIL's marketing strategy and
the company's overall growth. The model will also examine the role of innovative
marketing tools. he startup is backed by India's richest and smartest businessman, Mukesh
Ambani.

This business was started with a vision to bring the digital revolution to the country and
make big money out of it.

As the non-compete clause expired in 2010, Mukesh Ambani purchased his 95% stake in
Infotel Broadband, which acquired his 4G spectrum in all sectors of India. And JIO was
born with a small entity RANCORE.
 A total of 6 years long preparation period to build a huge network, the network is not built
on the old network. It's all new technology, and research involves RANCORE Network, a
company owned by Reliance.

NOKIA, CISCO, TECH MAHINDRA, Mahindra COMVIVA, IBM, etc. They call
themselves Pioneers and have been working at JIO for the past 6 years. In short, it was a
complete research, not a copy work.

Despite fierce competition, Reliance got into telecom because it knew it was a profitable
business in India. There were so many potential subscribers who were still dissatisfied with
the data speeds of their current carriers, Mukesh Ambani said they could join the war
because they have their own backbone his network. I knew India's 27,000 km fiber optic
network. This fiber network legacy is beneficial to his RIL and has proven to be a boon to
this revolution. So let me explain why they gave so much for free when they could have
made so much money (about 125 kroner by my estimate).

They get publicity from Bharti Airtel, Vodafone, etc. to stand as head-to-head competitors
before completing their service.

You can do all your marketing ahead of time. This is a common marketing strategy. When
a product is first to market, the inferior product often wins because it came first. They
have millions of real customers and provide feedback that almost all businesses are paying
thousands if not millions of dollars.

They get even more destructive publicity because everyone is just talking about them on
Indian news, Facebook, websites, YouTube and everywhere else.

To the point that they don't charge you, they aren't doing formal business and you aren't
an official customer, so technically you can't sue them for the crappy service they provide.

Big Data Analytics - With this launch, you now have access to a vast amount of data that is
closest to the AADHAR card government database. Must read E-Aadhar ID to help
connect activation in 15 minutes. Imagine they will have access to 100 million AADHAR
IDs in a few years. And that data is literally priceless.

You are an identified potential consumer of all Reliance business units. Reliance Retail,
Digital, Petrochemical, Rel FBB, etc. Internet subscriber owners in India can make it big
by working with giants such as Facebook, Google and Microsoft CISCO. Digital
advertising has revenue potential.

(6)
 Jio After coming in the market

This Figure shows us how Reliance Jio Disturbed the market and became leader of the
Indian market impact on the Major Competitors

As more than 50 % of the existing subscribers chose to stick with JIO, it had serious
repercussions for other telecom players. Even JIO customers who retain plans from other
companies may reduce usage, impacting their ARPU, said Ambani. It became difficult for
Airtel, Vodafone, Idea, etc. to grow their user base, as JIO aggressively added customers at
their expense. The fall in subscribers was just one of the problems causing the other
telecom players. The launch of Reliance JIO services hurt the incumbent operators, & the
free voice offer had been a game changer. Incumbents were coming out with bundled
packages and launched their own offerings to retain customers. With the allure of
unlimited voice and free usage till December, subscribers thronged JIO's network,
impacting the incumbents' growth. Airtel - The impact of Reliance JIO on Airtel was so
disruptive that Bharti Airtel chairman Sunil Mittal termed Reliance Jio Infocomm voice
and data offer unfair and said the entire telecom industry was impacted due to the rival (7)
freebies. Anything being offered free would have an impact on revenue and margins. This
is unfair competition he even sought intervention of the Telecom Dispute Settlement &
Appellate Tribunal TDSAT Bharti Airtel Ltd offered free calls and data to anyone
switching to its network, to counter free services from Reliance JIO After free calling
launched by Airtel, the company launched additional data benefits. It rolled out two packs
₹145 and ₹345 packs for its users Under the ₹145 offer, user got a 300MB data with 4G
phones in addition to free Airtel to Airtel calls, both local and STD .User with non 4G
handsets got a data benefit of 50 MB

Data in addition to free Airtel to Airtel calls across India. Similarly, the ₹345 pack offers
GB data benefit with 4G phones plus free voice calls, local and STD, to any network in the
country Non 4G handset user got a data benefit of 50 MB. Vodafone Not only Airtel, but
India’s second largest mobile network operator Vodafone was also affected by the entry of
JIO. After JIO’s Happy New Year offer, Vodafone announced that it was cutting the price
of its 4G data by huge 50 percent. We had recently made incoming free on national
roaming across India. Our hundreds of millions of customers can remain confidently
connected and enjoy talking to their loved ones worry free. Our 4G customers will further
enjoy the additional benefit of up to free 1GB data along with unlimited calls, Sandeep
Kataria, Chief Commercial Officer, Vodafone India said in the statement. According to
Vodafone, “All Vodafone 4G prepaid customers can now avail Double Data benefits on
existing market pack and will enable Vodafone customers to enjoy and enhanced mobile
internet experience Vodafone also updated its voice call plans and rolled out exciting offers
to beat Reliance JIO.Vodafone announced double 4G data for all plans over ₹255. This
meant that the company offered 2 GB of 4G data for ₹255 against the earlier offered 1 GB
data. Similarly, ₹459 plan offered 6 GB of 4G data, ₹559 plan 8 GB, ₹999 plan 20 GB and
₹1999 plan 40 GB. This plan scheme with a validity period of 28 days. Idea - Facing stiff
competition from the new entrance of JIO, Idea also updated its existing call plans to
match up with JIO. Idea, which was the third largest telecom network in India, rolled out
free data bundle in the plans for their customers. This came within few weeks of the
incumbents offering similar services to compete with Mukesh Ambani owned Reliance Jio,
which had been boasting of getting half million subscribers a day since its launch.
According to Chief Marketing Officer of Idea Cellular, Shashi Shankar, “These new plans
will further drive 4G penetration amongst users and will encourage idea customers to
adopt the companies high speed wireless broadband services, furthering data penetration
”. Idea thought that by providing their customers with easy and affordable solution for
their communication and infotainment needs, they could open the door to endless
possibility for them. Idea announced two pack priced at ₹148 and ₹348. Priced at ₹148, the
packs offered free local and STD Idea -to- Idea calls all over India. Users with 4G-enabled
smartphones got a 300 MB data benefit addition to the voice calls. Those with non 4G
handsets could avail a data befit of 50MB. The pack was valid for 28 days. The other Idea
voice call plan cost ₹348 and offered of local and STD calls across all networks in India (8)
along with 50MB of data benefit. Customers with 4G handsets also got 1 GB of data in
addition, with a validity of 28 days. Further, on March 20, 2017, Idea Cellular merged with
Vodafone India Limited. Thus, it is seen that impact of JIO on other operators has been
tremendous. JIO forced them to them bring changes in their plans. After arrival of JIO,
other operators had to change their plans to stand with JIO, because they all knew that if
they did not make any changes then it would become difficult or impossible for them to be
in competition and increase their market shares. We can cite the example of Aircel here,
which shut down on 28thFebruary 2018. The study revealed that majority of 51% of the
respondents were recorded as Female and 39% of the respondents were Male and the
remaining 10% of the respondents preferred not to reveal their gender. The present study
recorded one hundred respondents out of which a majority, 35% of the respondents, were
under 25 years. And 33% of the respondents belonged to the age group of 26 years to 35
years. And 24% of the respondents were belonging to the age group between 55 years to 45
years and the remaining 8% of the respondents were above 46 years. International Journal
of Pure and Applied Mathematics Special Issue 573 The survey recorded showed that the
majority of 46% were Undergraduates and 39% were Postgraduates and 15% of the
respondents preferred not to reveal their Education Qualification The respondents
belonged to various occupations such as Auditor, Consultant, Homemaker, businessperson,
Manager, Student, Driver, Housewife, and various other occupations. The respondent’s
monthly income was recorded where there was equal majority of each 29% the
respondents had no income. And twenty-four% of the respondent’s income was above fifty
thousand rupees. And 23% of the respondents’ income was about 30001 to 50000 rupees
and 16% of the respondent’s income was recorded as below ten thousand 11% were using
less than 4 months. The respondents were asked regarding which kind of connection they
preferred among prepaid and postpaid which recorded that majority of 59% of the
International Journal of Pure and Applied Mathematics Special Issue 575 respondents
preferred prepaid connection and the remaining 41% of the respondents preferred
postpaid connections Findings

Literature and Review and Problem Statement of Jio

Jio is the telecommunication company owned by Reliance Ltd. It emerges one of the fastest
growing telecom operators in India as data published in review of literature Jai Bhatia
Economic & Political weekly October 8 2016. Jio came up with a vision to generate huge
revenue by providing quality service at a cheaper rate using the latest technology. Initially,
its growth is high. In the Indian market, it is the first mover advantage for Jio with a
biggest 4G network coverage infrastructure across 22 telecom circles in India. None of its
competitors is having such biggest infrastructure for 4G infrastructure with much fanfare
Mr. Mukesh Ambani, the chairman of Reliance Industries Ltd. (RIL) introduced Jio, the
company’s next big venture, at the Annual General Meeting of its shareholders. In my (9)
opinion Jio stands for a number of things wrong with corporate governance in family-
controlled firms.

Product strategy of Jio

As Reliance Jio is known for its telecommunication business, the product variants are
abundantly produced by the brand. Below mentioned are the remarkable products
manufactured by the Jio company. 7

Jio Phone: Jio launched its first phone on July 21st, 2017, which was super affordable and
is the most popular.

4G Broadband Services: Jio offers 4G data and voice services. They also offer messaging,
music, movie streaming, and other services.

JioNet Wifi: Jio supplied free Wifi in several cities.

Jio Applications: In 2016 several apps were launched by Jio on Play Store

JioMusic

JioTV

JioCinema

JioSwitch

JioChat

JioCloud

JioNews

(10)
 Place and Distribution Strategy of Reliance Jio

Reliance Jio is an Indian Company and has a strong presence. The company has its
headquarters in Navi Mumbai, Maharashtra, and has a powerful setup. It started with free
Wi-Fi and Hotspot services in some Indian cities and then offered free voice calls & data
services. The brand has reached 18000+ cities and across two lakhs within the country. It
was able to provide its services to the remote corners of the country like rural areas which
resulted in the integration of the country as they were also able to access affordable

internet services. Introducing diverse ways of distribution strategies gives rise to new
audiences. Now that we have learned about it, we will start focusing on the promotional
strategy of Jio.

People Strategy of Reliance Jio

Reliance Jio wanted to give its best services to its customers with the best quality. It was a
free service in the beginning but still gave the best quality internet service and voice calls.
The company also offered free home delivery for its Sims and JioFi Hotspot at the doorstep
in less than 90 minutes. The telecommunication company also made an offer of 100%
cashback on the old dongle for the new JioFi. It also provides affordable prices to its
consumers and can target every segment of Indigenous society be it rich or poor with its
services. This created a positive impact on the customers. Jio has a lot of consumers, which
is the backbone of the company. Now let us understand the process strategy of Jio.

Process Strategy of Reliance Jio

Reliance Jio from the beginning focused on the easy availability and services to its
customers. It also provides several free applications for Jio Sim users. (11)
The relaxed availability of the Sims to the customers had a good impact. They provided
free internet and free voice calls to all their consumers initially for 3 months, but it
extended for more than a year. Reliance Jio gave tough competition to all its rivals through
its unique advertising and innovative marketing strategy. The competitors are as follows:

Vodafone

Airtel

Idea

The competitors were pressurized to lower their prices as Reliance Jio was providing free
services. Reliance Jio also provided excellent quality service to each customer.

This ends the process strategy of Jio. Let’s look at the last marketing mix section of this
case study – Physical Evidence below.

Some Investment in Reliance Jio

(12)
 Research Plan

This research will be based on a quantitative approach, where data will be collected
through a survey conducted among RIL's customers and stakeholders. The sample size will
be determined based on the population size, and the sampling technique used will be simple
random sampling. The data collected will be analyzed using statistical tools such as
descriptive statistics, correlation analysis, and regression analysis. The data collected from
the survey will be analyzed using SPSS software. Descriptive statistics will be used to
describe the characteristics of the sample, while correlation analysis will be used to
examine the relationship between the marketing strategy adopted by RIL and its impact on
the company's growth. Regression analysis will be used to determine the significant
predictors of RIL's growth. Reliance Jois is ready to enter the e.market space as well.

The team is working to create an operating model that consumers will experience use
digital coupons to shop at corner stores, commonly known as 'Kirana'. Jio also provides
connectivity to wallets such as Freecharge, Mobikwik and Paytmto. Cashback for JioPrime
users on top-up. after changing face .Indian telecom operator Jio is now eyeing a
spectacular entry into e-commerce. of

The biggest threat to e.Commerce Amazon and Flipkart is Reliance Retail.

Reliance Jio spreads across India, allowing you to connect with smaller retailers

Built by Reliance Jio. Jio net WiFi is a product released before the launch

Reliance has set up free WiFi hotspots in several Indian cities.

(13)
(14)
 Pre Jio

As you can see on the image that 24.8% has taken by Airtel Then comes 19.1% Vodafone
India. Then comes 17% Idea Then comes BSNL/MTNL about 9.3% Then comes Aircel
8.6% mind that this era. It's 2010. We are clearly phone addicts. Half of us are on 2G
service and the other half are waiting for 3G. Little did we know that a unique spectrum of
"wireless broadband" was being auctioned. However, just a month ago, 3G services were
put up for auction, with all major carriers including Tata Docomo, Airtel, Idea, Rom and
Stel winning. They are all ready to roll out 3G services in India. Why would these giants be
interested in a wireless broadband auction without even voice calls? Of course, wireless
broadband networks are no big deal. Those who are interested in the Infotel Broadband
Service Co., Ltd. auction. One of the rules for participating in Spectrum is the provision of
a 250 million bank guarantee. Interestingly, Infotel's total net worth is Rs 2.5 lakh. You can
imagine how small this company is! The big question, then, is which bank would take that
risk to give Infotel such a guarantee. The answer is Axis Bank. Axis Bank provided some
form of bank guarantee, and the company was allowed to participate in the auction. What
do you think will happen next? Bid at Infotel Broadband Service Co., Ltd. auction. The
biggest plot twist is that if they win, Reliance Industries will buy them! So, are you ready
to flash forward to 2013?2013 Two years have passed since Reliance Industries Infotel
Broadband Services Ltd. The news is back in the spotlight today as Reliance renamed its
new company JIO Infocom. So something is working, but things are not as simple as they
seem. This was the year of allegations for Reliance. Infotel has claimed from the beginning
that he was just a RIL front company. If RIL had participated in the auction, it would
have caused a stir and pushed the price of Spectrum higher. Therefore, RIL used this front
company. And why would a bank like Axis risk giving such a big bank guarantee to such a
small company? In 2010, no other major telco was interested in this spectrum. This was
another dongle service and did not allow voice calls. TRAI has revealed that the spectrum
is intended for wireless broadband without voice call services. Surprisingly, however, the
government is making a U-turn this year, allowing voice calls on this spectrum, making it a
fully-fledged telecommunications spectrum with minimal transition fees. The transition fee
is so low that the government will suffer a loss of at least 20,000 cr. The telecoms industry
was reeling and jointly argued that had they known voice services were available on the
spectrum they would have applied even if they had known. Time passed and things
returned to normal. rice field. But it was the calm before the storm.

(15)
(16)
 After Coming Jio

The above given image is shows that distributive after jio came into the Market Jio at the
market leader is no other than jio 35% then comes Airtel. Airtel at 29% Vodafone Idea
Vodafone and Idea has been combined operate in India Only then Comes BSNL at 10% as
per 2020

Research Procedure

This research will be based on a quantitative approach, where data will be collected
through a survey conducted among RIL's customers and stakeholders. The sample size will
be determined based on the population size, and the sampling technique used will be simple
random sampling. The data collected will be analyzed using statistical tools such as
descriptive statistics, correlation analysis, and regression analysis. Jio, also known as
Reliance Jio, is a telecommunications company based in India. As a private company,
information on its research procedures is not publicly available. However, based on
industry practices, here are some steps that Jio may follow for its research procedures Jio
would first identify the objectives of its research, such as improving network coverage,
identifying customer needs, or developing new products or services. Based on the objectives

Jio would formulate a research plan that includes the research design, data collection
methods, and analysis techniques. Jio may collect data using various methods, such as
surveys, focus groups, customer feedback, or through data analytics on usage patterns.
Once the data is collected, Jio would analyze it to identify patterns, trends, and insights
that could help in achieving the research objectives. Based on the data analysis, Jio would
draw conclusions and insights that could be used to improve its products, services, or
network coverage. (17)
Insights and conclusions would then be implemented by Jio to improve its offerings, as well
as to inform its future research activities. Finally, Jio would monitor and evaluate the
effectiveness of its research findings and their implementation to ensure continuous
improvement and refinement of its offerings. It is important to note that the above steps
are based on industry practices and may not reflect the exact research procedures followed
by Jio.

Jio Products

Jio Chat

This app Jio substitute to other instant messaging apps like WhatsApp and Messenger.The
app comes with features like messaging, high quality voice, videoconferencing and add-ons
like , stickers, doodle and emoticons.

Jio Cinema

As the name suggests, this app is an on demand video library. The app boasts of offering
over1 lakh hours of movies, TV Shows, music videos, Jio shorts and trailers.

The application has a lot of free content available and users can also purchase more
movies.

Jio Music

The app isa music streaming and downloading service which provides HD Music
exclusively to Jio Sim card users. The songs are free to download without any extra
charges. The app is available for download only on phones running with a JioSIM.

The app description claims a collection of over 1 crore songs across various languages and
genres.

Jio Maps

The app is exclusively available for Jio SIM card users. The app lets you browse through
various top magazines published within the country. The app has a useful text-to-speech
feature which can be used to turn the text into audio content. The magazines can also be
downloaded to the device for offline reading.

Jio express News (18)

The app isa news aggregator providing access to numerous News publications, Magazines,
famous Blogs and websites of renowned thinkers and journalists from both India and
across the world.

JioMoney

The next big thing in India, after demonetization, are digital wallets. Jio Money is new
entrant in this field but aims high with the service as they recently launched merchant
application to cater the surge in demand of cashless alternatives to paper currency. With
JioMoney, you can do mobile and DTH recharges, make everyday payments, send/receive
money, pay insurance and other premiums, manage your finances.

JioSecurity

The anti-virus is powered by Norton Mobile Insights to protect the data on your
smartphones and other devices. The app is capable of scanning websites and downloaded
applications and stop them from hacking or stealing information from your devices. The
app also informs about various apps that use excess battery.

(19)
 Data analysis & Interpretation

AGE GROUP OF RESPONDENTS

Table No.1
Age Group No.of Respondents Percentage
14-18 7 7%
18-25 63 63%
25-35 23 23%
35-50 7 7%
Above 0 0%
Total 100% 100%
INTERPRETATION: (20)
Respondents are more from the age group of 18-25. So company should make strategy in future
so that other age groups may also get informed about the company

I GOT TO KNOW ABOUT JIO NETWORK FROM -

Table No. 2
Media No. of Respondents Percentage
Print Media 7 7%
Audio - Visual 30 30%
Friendrs/Neighbors 30 30%
Social Networks 33 33%
Total 100 100%

INTERPRETATION:
In the above chart, 33% of respondents were come to know about the JIO Sim through Social
Networks. E-media is best for the promotion and advertisement in this era and company should
promote in this media more rigorously to get more response.
THE TELECOMMUNICATION BRAND I USE -
Table No. 3 (21)
INTERPRETATION:
From the above graph, we see that Airtel has captured 26% market share in the survey area.
And 49% of respondents have JIO, JIO can penetrate in the existing market to increase its shares.

IF I’M NOT USING JIO, AM I PLANNING, IN NEAR FUTURE, TO SWITCH THE

NETWORK
Table No. 4

Response No. of respondents % of Respondents

Yes 43 43%
No 19 19%
Not Sure 38 38%
Total 100 100%

(22)
INTERPRETATION:
1) 43% of respondents say they will convert to JIO Network.
2)19% of respondents say they will not convert to JIO Network.
3)38% of respondents say they are not sure about converting the network.
Out of 100 Respondents 43% said that they are thinking of switching their network to JIO, which
is good but it can be improved too.

I SEE THE FOLLOWING COMPONENTS IN A NETWORK BEFORE CHOSING IT –

(23)
INTERPRETATION:
1) 30% of respondents are using JIO because of its network coverage.
2) 32% of respondents are using JIO because of its Data service.
3) 29% of respondents are using JIO because of its Rates.
4) 9% of respondents are using JIO because of its Brand value.
5) 0% of respondents are using JIO because of some other feature.

No. of JIO users have increased more due to their network coverage & rates, so we can say company
can promote its other components for customers to fall for it.
(24)
INTERPRETATION:
1) 34% of respondents say that the strategy is unique.
2) 58% of respondents say that the strategy is good.
3) 6% of respondents say that the strategy is bad.
4) 2% of respondents say that the strategy is awful.

Most of the respondents say that the strategy was good. I.e. company was distributing the
sim cards & the Data free, this was good but how long will it survive with it. (25)
INTERPRETATION:
1) 27% of respondents say services are highly satisfactory.
2) 60% of respondents say data services are satisfactory.
3) 10% of respondents say that the services are unsatisfactory.
4) 3% of respondents say that the data service & network are highly unsatisfactory.

60% of the respondents say that the data service provided by the company is satisfactory,
which is good but there is scope for improvement. (26)
INTERPRETATION:
1) 61% of respondents say that the competitive advantage is good.
2) 0% of respondents say that the competitive advantage is bad.
3) 32% of respondents say that the competitive advantage is a great idea.
4) 7% of respondents say that the competitive advantage is a destroying market.

Most customers think that the competitive advantage is good.

(27)
(28)
INTERPRETATION:
1) 65% of respondents say that they will chose JIO over other networks.
2) 35% of respondents say that they will not chose JIO over other network.

35% Customers responded that they will not chose JIO over other network, so company need to
focus on those customers.

(29)
INTERPRETATION: .
46% of the respondents thinks that the future of JIO network is increasing. Company has to go to
the roots as to why other customers thinks future of JIO is not good, it should evaluate and take
corrective actions.

• (30)

Banners You have Seen

(31)
(32)
(33)
 Reliance JIO SWAT Analysis

Reliance Jio SWOT analysis evaluates the brand by its strengths, weaknesses,
opportunities & threats. In SWOT Analysis of Reliance Jio, the strengths and weaknesses
are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Reliance
Jio to benchmark its business & performance as compared to the competitors, and make
strategic improvements. Reliance Jio is one of the leading brands in the telecom service
provider’s sector.

The article below lists the Reliance Jio SWOT, competitors and includes its target market,
segmentation, positioning & USP. Let us start the Reliance Jio SWOT Analysis:

In this article: (34)

 • Strengths
• Weaknesses
• Opportunities
• Threats
• Competition

• SWOT Analysis of Reliance Jio

For Reliance Jio, SWOT analysis can help the brand focus on building upon its strengths
and opportunities while addressing its weaknesses as well as threats to improve its market
position.

• Reliance Jio Strengths

The strengths of Reliance Jio looks at the key aspects of its business which gives it
competitive advantage in the market. Some important factors in a brand's strengths
include its financial position, experienced workforce, product uniqueness & intangible
assets like brand value. Below are the Strengths in the SWOT Analysis of Reliance Jio :

1. Strong backing of parent company ie Reliance Industries backed up Mukesh Ambani

2. Excellent advertising and marketing of Jio helped the brand have a strong launch

3. Jio has brand ambassadors like Shahrukh Khan, Amitabh Bachchan which has helped
reach out to masses

4. Innovative technology i.e. 4G LTE services along with VoLTE (35)

5. Has a strong pan India presence with its operations in more than 22 cirles

6. Jio apps are a unique feature offering movies, games, shopping, messenger, chat, news
etc under one roof

7. LYF smartphones at affordable costs would also boost the brand Reliance Jio

Reliance Jio Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to
increase its position further. Certain weaknesses can be defined as attributes which the
company is lacking or in which the competitors are better. Here are the weaknesses in the
Reliance Jio SWOT Analysis:

1. The ad campaign of Reliance Jio showing the PM was controversial

2. Late entrant in the India market, i.e. it would be challenging to increase market share
significantly

• Reliance Jio Opportunities

The opportunities for any brand can include areas of improvement to increase its business.
A brand's opportunities can lie in geographic expansion, product improvements, better
communication etc. Following are the opportunities in Reliance Jio SWOT Analysis:

1. The company can offer telecom, call, data services at competitive prices (36)
2. Reliance Jio can promote exclusive services like apps to attract consumers

3. Focus on customer service and MNP can help the brand overcome competition

Reliance Jio Threats

• The threats for any business can be factors which can negatively impact its business.
Some factors like increased competitor activity, changing government policies,
alternate products or services etc. can be threats. The threats in the SWOT Analysis
of Reliance Jio are as mentioned:

1. Once free services are over, people would not want to continue using Jio

2. Existing competitors have a strong presence, and a loyal customer base, which would be
difficult to address to.

• Reliance Jio Competitors

There are several brands in the market which are competing for the same set of customers.
Below are the top 11 competitors of Reliance Jio:

(37)
1. Airtel

2. Idea

(38)
(39)
3. Vodafone

(40)
4. Tata Docomo

(41)
5. Reliance Communications

(42)
6. MTNL

7. BSNL (43)
8. Uninor (44)
9. Tata Indicom (45)
10. Virgin Mobile (46)
11. Aircel (47)
 Suggestions/Recommendations

• After this study some points emerge which should be implemented by the services
provided by Reliance jio
• Reliance JIO should be given more space in Online advertising.
• In online advertising should be published in colored forms more now days.
• More people for events should be given in the form of online adverting.
•

The Dependence Jio dispatch has stirred gigantic interest among endorsers. The telco has
included more than 50 million supporters to its network and points to reach the 100-million
supporter target set by Reliance Industries chairman Mukesh Ambani.

As of late, Ambani disclosed Dependence Jio's Cheerful Modern Year Offer through a live
stream. Beneath the most recent offer, all modern clients from December 4 will get free

(48)
administrations till Walk 31, 2017. Too, the existing Jio clients will get the expanded
benefits on current SIMs.

In any case, after the dispatch, a number of issues related to the unused administrations
have surfaced which may posture a challenge for Ambani in the days ahead as Jio fights it
out with other telcos.

In spite of the fact that the unused arrange is still working beneath a ‘Welcome Offer' that
doesn't charge for its administrations, these issues are quite consistent with the modern
endorsers.

Reliance Io has been stuck in a debate with occupant administrators over focuses of
interconnectivity. Jio has blamed Bharti Airtel, Vodafone and Idea Cellular of giving
deficiently focuses of interconnectivity driving to call drops. Idea put out information for
September 22 saying over 12 crore out of 15 crore call attempts by its clients fizzled. Of the
6.13 crore call endeavors made to Internetwork on September 22, 4.8 crore or 78.4 per cent
of the calls fizzled. The failure on Vodafone organize was higher at 84.1 per cent with 3.95
crore call drops out of 4.69 crore calls. Calls to Thought saw 3.36 crore call drops out of
4.39crore calls made.

Bharti Airtel has hit back at Dependence Jio network network issues and call drops are
due to Jio's possess "under-preparedness”, insufficient testing endeavors and obtaining a
expansive number of clients at there-launch organize itself.

Diminished web speed: With expansion of clients to the Jio arrange, the speed of Jio's 4G
information administrations has come down definitely after September 5.Now, the web
speed has come down to 6-10 Mbps from 50Mbps amid the launch arrange.

On paper, the distinction is gigantic but in terms of average client utilize, indeed a speed of
8Mbps ought to work immaculately. However, the Jio association faces visit vacillations
hampering the client encounter. Users have too complained almost shifting speeds in spite
of no alter in area.

Buggy Jio apps: The Reliance Jio apps have not appeared reliable execution but the
thought of free content sits beautiful well with the Indian group of onlookers. (49)
The Jio TV app is subjected to visit crashes and has a long boot-time, which is additionally
the case with most apps discharged by Jio. In our experience, the Jio4GVoice is one of the
foremost glitchy Jio apps. The app often fails to stack and when it does, the involvement is
beautiful laggy.

Need of VOLTE bolster in more seasoned phones: All those who do not have VOLTE
technology-supported phones cannot make voice calls without the utilize of Jio4GVoice app
which, as said over, appears buggy. This one disadvantage makes the profitable free voice-
calling highlight out of date for most new buyers.

Separated from the VOLTE back, most Indian smartphone clients are still stuck with 3G
phones. The Jio sims won't advantage them in any way.

Battery utilization: Dependence Joi’s propelled its web administrations on the 4G band.
With not much contrast in the rates of 2G or 3G administrations and 4G association,
modern clients are inclining towards Jio. The as it were imperative with 4G
administrations is that they take a toll on the phone's battery, driving the client to charge it
more than once. With no 2G or 3Goptions, the client can't switch to a slower association to
spare battery.

The blending of Jio's 4G administrations with Reliance Telecom’s 3G and 2G

administrations might unravel this issue within the close future.

Limitation

Though, best efforts have been made to make the study fair, transparent and error free.
But there might be some inevitable and inherent limitations. Through outright measure are
undertaken to make the report most accurate.

The limitation is narrated below.

• It was not possible to cover each are due to time constrains.

• It was not some biased response from the respondents.
• Some respondents did not provide the full data.
• Unwillingness on the part of the customers to disclose the information as per the
questionnaire.
• The decisiveness on the part of the customers regarding some questions hence
difficulty faced in recording and analyzing the data . (50)
(51)
(52)
(53)
Reliance is a massive company, and so are the scales of business strategies employed by the
company. We have conducted further research and identified where Reliance could have
improved Jio’s business strategy. So let’s go through the business strategy of Jio.

Market entry:

The market entry “strategy” did not work out well, as expectations were high for Reliance
Jio due to its late entry and on the other hand Breaking established and strong opponents
like Airtel and Vodafone with descriptive technology grounded into the hearts of customers
was not less than a “herculean task”.

Consumer loss:

(54)
Withdrawal of free services brought a downfall in its users. The decline of the customer
base for Reliance Jio in 2019 was mainly due to the start of charging customers for voice
calls. According to TRAI, there were almost 87 million inactive users. Anyhow now it has
offered a free voice call around domestic places.

Customer complaints:

In December 2019 Reliance Jio made a joint venture with JioMart

JioMart is an Indian online grocery delivery service. A joint venture means two individual
firms join together to gain positive synergy. Hence both advantages and disadvantages are
supposed to be faced by both firms.

Customers expect different things from joint ventures and when the level of expertise is not
met with the investment it eventually brings downfall with an increase in disappointments.
The JioMart customer faced issues relating to a dissatisfied customer base, quality of the
product, and prepaid orders but not delivered leaving a bad impression when addressed
over a social platform like Twitter.

If you want to know more about Jio and discover things you didn’t know about your
telecom operator- Reliance Jio, then we suggest you check out this video to gain an
understanding of how Jio become one of the top telecom operators in India.

Scope of Future Research

One of the limitations of this study is that it is based on a sample size, which may not be
representative of the entire population. Also, the study is limited to RIL's customers and
stakeholders, and it may not be generalizable to other companies in the same industry.
Future research can focus on a larger sample size and can include other companies in the
same industry to increase the generalizability of the findings. The highest share of ad revenue
was generated by the Indian television ad market, valued at over 250 billion rupees
(55)
 in fiscal year 2018, followed by the print market. However, the projections for each of
these segments show a clear pattern where the digital ad market will rapidly overtake print
as well as television revenues by fiscal year 2024. According to these projections, the digital
ad revenue in the country will be worth almost 540 billion rupees by fiscal year 2024, while
the television and print ad revenues were projected to reach about 455 billion rupees and
276 billion rupees respectively. These numbers clearly show that India is heading towards a
digital advertising future.

Big bucks for digital advertising

The reasons for this surge in India’s digital advertising are clear. Rising penetration of
affordable and speedy internet, along with an increase in vernacular content consumption
make up the tip of the iceberg. Along with this, big-moneyed industries such as banking,
financial services, and insurance are increasingly experimenting with non-traditional
media platforms such as YouTube and Instagram stories to connect with users.

(56)
 Developing a disruptive strategy starts with identifying the lack of a player's offering
that is already prevalent in the arena. It means giving your customers something they've
never given you before. Reliance Jio recognized that the Indian market has huge potential
in terms of demand for internet connectivity as only 35% of the Indian population has
access to the internet. The CEO of Reliance Jio, Mr. Mukesh Ambani, realized that the
future belongs to digitalization and he decided to invest Rs 200 crore in building a
nationwide telecommunications network. Jio invested heavily to build network towers
across the country, and in 2015 he invested in his latest cellular network, his 4G network.
Jio has made a name for itself in the telecommunications industry by raising the bar for
voice calls and web browsing across the country. Needs assessment was done brilliantly
with Jio. This is clearly reflected in how we handle market share.

It grew month by month. Reliance Jio inherited Mr. C.K. Prahald's strategy of aiming for
(57 )
the bottom of the pyramid. Jio determined that serving the needs of the average and below-
average income earners in the market would provide the greatest benefit. Jio has
implemented the best pricing system in the industry. Jio changes the rating system from
time to time to give his customers the best cost on the quest. It offers its customers the
lowest potential cost of product and management in their search.This allows them to offer
their customers the best deals. One of the main reasons Jio has gained such a large market
share in such a short time is his pricing leadership in the industry. At a time when
customers are worried about touring network charges and data charges, Jio has launched
one of the world's cheapest internet he has. Reliance Jio used a freemium subscription
model to attract customers. The company offered its customers free internet service for
three months, after which it charged a minimal fee to retain customers. This disruptive
move has forced competitors to change the way they do business. This industry turmoil has
led to market consolidation, so in addition to marketing the product, Jio has eliminated a
handful of competitors within the industry. Jio also raises the barriers to entry into the
industry as competition is at its peak and the costs and risks involved in entering the
industry are very high. (58)
(59)
(60)
(61)
Reliance JIO products would appear on the shelf to have the most expensive range of skin
care products common to supermarket at almost double the cost of no name brands.

This can be for several reasons apart from just cover the extra costs of promotions, for
which no name brands do without.

When people buy Reliance JIO, they are not just buying the products but also the image
that goes with it therefore to have price higher reiterates the fact that the product is of a
better quality than the rest and that the consumer is not cheap.

In supermarkets and convenience stores Reliance JIO has their own setup which contains
only their products. There is little personal selling but that is made up for in public
relations and corporate image.

Reliance JIO sponsors a lot of events including sports and recreational activities.

Business Focus

Reliance’s vision for India is that broadband and digital services will no longer be luxury
item. Rather, Reliance envisions an India where these are basic necessities to be consumer
in abundance by consumers and small business a like as much in far flung villages as in our
largest cities.

The initiatives are truly aligned with the government OF India’s world ensure availably of
4G LTE smartphones across All price points – from ultra-premium models on other

Digital communication: The application JIO 4G Voice brings the 4G communication suite
to all smartphones. With its RCS Rich communication Services features like Enriched
calling, chat, File share and Unified Messaging, it redefines the calling and messaging
experience. It also enables Jio’s cutting edge voice and video call services on non- VoLTE
smartphones.

Digital currency: JIO envisions a new India which will use currency instead of paper
money for a more secure and convenient way to transact.

Jio money joins digital currency and digital payments business, will play a crucial role in
this by offering a platform for ubiquitous affordable and secure digital payments.

Jio drive : Micro and small business will soon have access to cutting – edge cloud storage
technologies which were once affordable to big companies only giving them a new edge to
complete on a global landscape. Jio Drive is an application that brings powerful cloiud
capabilities to every smartphone. Using Jio Drive, anyone can store, sync and share any
content between their own devices and also with their friends. ( 62)
Digital Education: Teachers and student from far flung areas can connect with each other,
crowd -source knowledge and adapt new age learning teaching and thus lift the level of
education to a completely different place.

Digital Health care: Expert medical advice would be available anytime, anywhere- with
medical practitioners able to improve their practice without constraint, and provide quality
of life to the crores that make up our country.

Digital Entertainment and social connectivity: Jio chat is a powerful communication

application that integrates chat,voice,video calling,conferencing,file sharing, photo sharing
and much more. JIO play enables users to watch HD TV anytime, anywhere on any digital
music hundreds of channels, across categories and languages. JIO Beats is a premier digital
music streaming service that gives instant access to millions of songs and curated playlists
.Jio mags and Jio News provide access to the most popular collection of magazines and
news from leading publishing houses across multiple languages.

Digital Entreprenrship: Jio is building is a powerful platform on which a range of rich

digital products and services can be enabled – digital currency , digital commerce , digital
education , digital healthcare , e -governance , smart cities,M2M and the internet of things .
It does not matter whether these services are created by Jio itself, its ecosystem partners or
anyone globally. Reliance is committed to the principles of Net Neutrality.

Operations

In June 2015, Jio announced that it will start its operations all over the country by
the end of

year. However, four months later in October 2015, the company's spokesmen sent
out a press

release stating that the launch was postponed to the first quarter of the financial year
2016-2017.

Later in July, a PIL filed in the Supreme Court by an NGO called the Centre for
Public Interest

Litigation, through Prashant Bhushan, challenged the grant of pan-India licence to

Jio by the

Government of India. The PIL also alleged that Jio was allowed to provide voice
telephony along

with its 4G data service, by paying an additional fees of just 165.8 crore (US$25
million) which (63)
was arbitrary and unreasonable, and contributed to a loss of 2,284.2 crore (US$340
million) to

the exchequer.

The Indian Department of Telecom (DoT), however, refuted all of CAG's claims. In
its

statement, DoT explained that the rules for 3G and BWA spectrum didn't restrict
BWA winners

from providing voice telephony. As a result, the PIL was revoked, and the
accusations were

dismissed.

Beta Launch

The 4G services were launched internally to Jio's partners, its staff and their
families on 27

December 2015. Bollywood actor Shah Rukh Khan, who is also the brand
ambassador of Jio,

kickstarted the launch event which took place in Reliance Corporate Park in Navi
Mumbai, along

with celebrities like musician A R Rahman, actors Ranbir Kapoor and Javed
Jaffrey, and

filmmaker Rajkumar Hirani.The closed event was witnessed by more than 35000
RIL employees

some of whom were virtually connected from around 1000 locations including Dallas
in the US. (64)
 PRODUCT & SERVICES

RELIANCE JIO 4G BROADBAND

The company has launched its 4G broadband services throughout India in

the first quarter of 2016 financial year.It was slated to release in December

2015 after some reports said that the company was waiting to receive final

permits from the government.Mukesh Ambani, owner of Reliance Industries

Limited (RIL) whose Reliance Jio is the telecom subsidiary, had unveiled

details of Jio's fourth-generation (4G) services on 12 June 2015 at RIL's 41st

annual general meeting. It will offer data and voice services with peripheral

services like instant messaging, live TV, movies on demand, news, streaming

music, and a digital payments platform.

The company has a network of more than 250,000 km of fiber optic cables in the
country, over

which it will be partnering with local cable operators to get broader connectivity
for its

broadband services. With its multi-service operator (MSO) licence, Jio will also
serve as a TV

channel distributor and will offer television-on-demand on its network.

Reliance jio’s vision for India is that broadband and digital services will no longer
be a luxury

item ,Rather convert it into a basic necessity that can be consumed in abundance
by consumers

and small businesses .The initiatives are truly aligned with the Government of
India's ‘Digital

India’ vision for our nation.

• Digital Healthcare (65)

• Affordable Devices

• Jio Drive

• Digital Education

• Digital Currency

• Digital Entertainment and social connectivity

LYF SMARTPHONES

In June 2015, Jio tied up with domestic handset maker Intex to supply 4G handsets
enabled with

voice over LTE (VoLTE) feature. Through this, it plans to offer 4G voice calling
besides rolling

out high-speed Internet services using a fiber network, in addition to the 4G

wireless network.[ (66)
However, in October 2015, Jio announced that it would be launching its own mobile
handset

brand named LYF.

On 25 January 2016, the company launched its LYF smartphone series starting
with Water 1,

through its chain of electronic retail outlets, Reliance Retail. Three more handset
models have

been released so far, namely Water series, Earth series, and Flame series.

□ EARTH 1

□ EARTH 2

□ F1

□ WATER 1

□ WATER 2

□ WATER 3

□ WATER 4

□ WATER 5

□ WATER 6

□ WATER 7

□ WATER 8

□ WATER 9

□ WATER 10

□ WATER 11

□ WIND 1

□ WIND 2

(67)
□ WIND 3

□ WIND 4

□ WIND 4S

□ WIND 5

□ WIND 6

□ WIND 7

□ WIND 7S

□ FLAME 1

□ FLAME 2

□ FLAME 3

□ FLAME 4

□ FLAME 5

□ FLAME 6

□ FLAME 7

□ FLAME 7S

Jio apps

In May 2016 , Jio launched a bundle of multimedia apps on Google Play as part of
its upcoming

4G services. While the apps are available to download for everyone, a user will
require a Jio SIM

card to use them. Additionally, most of the apps are in beta phase. Following is a list of
the apps:

□ MyJio - Manage Jio Account and Digital Services associated with it

□ JioPlay - A live TV channel service

□ JioOnDemand - An online HD video library (68)

□ JioChat Messenger - An instant messaging app

□ JioBeats - A music player

□ JioJoin - A VoLTE phone simulator

□ JioMags - E-reader for magazines

□ JioXpressNews - A news and magazine aggregator

□ JioSecurity - Security app

□ JioDrive - Cloud-based backup too

□ JioMoney Wallet - An online payments/wallet app.

JIO MIFI WIFI ROUTER

(69)
 JIO PREVIEW OFFER FOR HP LAPTOPS:

□ 3 Months Free Unlimited 4G Internet (Connected with 31 Devices)

□ 3 Months Free Unlimited Calling (At any network)

□ 3 Months Free Unlimited SMS

□ Life time Roaming Free (All India)

□ Registration in E-mail is compulsory

□ Available in Reliance store and Digital mini express store. (70)

 JIO PREVIEW OFFER (JPO)

3 Months Free Unlimited 4G Internet in LYF smartphones and others all 4G

smarthphones (Samsung,Micromax,Karbon,Lava,HTC,Gioni etc.)

□ 3 Months Free Unlimited Calling (At any network)

□ 3 Months Free Unlimited SMS

□ Life time Roaming Free (All over India)

□ 2 Years Warranty (LYF handsets only)

Branding and Marketing

On December 24, 2015, Bollywood actor Shah Rukh Khan was appointed as Jio's
brand

ambassador.

Sources for Data Collection

The purpose of the methodology is to design the research procedure. This includes
the overall

design, the sampling procedure, the data collection method and analysis procedure.71)
Marketing research is the systematic gathering recoding and analyzing of data about
problem

retaining to the marketing of goods and services.

The essential purpose of marketing research is to provide information, which will

facilitate the

identification of an opportunity of problem situation and to assist manager in

arriving at the best

possible decisions when such situations are encountered.

Basically there are two types of researches, which according to their applicability,
strength,

weaknesses, and requirements used before selecting proper type of research, their
suitability

must be seen with respect to a specific problem two general types of researches are
exploratory

and conclusive.

The questionnaire was a combination of 15 questions. If choices are given it is

easier for the

respondent to respond from the choices rather they think and reply also it takes
lesser time.

Because the keep on responding and one has tick mark the right choice accordingly.

Data was collected through two sources:

Primary Source: Primary data was collected directly from the customers through a
questionnaire.

Secondary Source: The secondary source was the company website and my colleagues.

Method of sampling

Convenient sampling is used to do sampling as all the customers in the sites are
Surveyed. (72)
Data Analysis

Data analysis was done mainly from the data collected through the customers. The
data

Collected from secondary sources is also used to analyse on one particular parameter.

Qualitative analysis was done on the data collected from the primary as well as
secondary

Sources.

Marketing strategy

Marketing strategy is the goal of increasing sales and achieving a sustainable competitive
advantage. Marketing strategy includes all basic and long-term activities in the field of
marketing that deal with the analysis of the strategic initial situation of a company and the
formulation, evaluation and selection of market-oriented strategies and therefore
contribute to the goals of the company and its marketing objectives.

Developing a marketing strategy

Marketing strategies serve as the fundamental underpinning of marketing plans designed

to fill market needs and reach marketing objectives. Plans and objectives are generally
tested for measurable results. Commonly, marketing strategies are developed as multi-year
plans, with a tactical plan detailing specific actions to be accomplished in the current year.
Time horizons covered by the marketing plan vary by company, by industry, and by
nation, however, time horizons are becoming shorter as the speed of change in the
environment increases. Marketing strategies are dynamic and interactive. They are
partially planned and partially unplanned. See strategy dynamics. Marketing strategy
needs to take a long-term view, and tools such as customer lifetime value models can be
very powerful in helping to simulate the effects of strategy on acquisition, revenue per
customer and churn rate.

Marketing strategy involves careful and precise scanning of the internal and external
environments. Internal environmental factors include the marketing mix and marketing
mix modeling, plus performance analysis and strategic constraints. External environmental
factors include customer analysis, competitor analysis, target market analysis, as well as
evaluation of any elements of the technological, economic, cultural or political/legal
environment likely to impact success. A key component of marketing strategy is often to
keep marketing in line with a company's overarching mission statement. (73)
Diversity of Strategies

Marketing strategies may differ depending on the unique situation of the individual
business. However, there are a number of ways of categorizing some generic strategies. A
brief description of the most common categorizing schemes is presented below:

Strategies based on market dominance - In this scheme, firms are classified based on their
market share or dominance of an industry. Typically there are four types of market
dominance strategies: Leader Challenger Follower Nicher

According to Shaw, Eric (2012). "Marketing Strategy: From the Origin of the Concept to
the Development of a Conceptual Framework". Journal of Historical Research in
Marketing., there is a framework for marketing strategies. Market introduction strategies

"At introduction, the marketing strategist has two principle strategies to choose from:
penetration or niche" (47). Market growth strategies

Dean's "skimming and penetration strategies"

"With skimming, a firm introduces a product with a high price and after milking the least
price sensitive segment, gradually reduces price, in a stepwise fashion, tapping effective
demand at each price level. With penetration pricing a firm continues its initial low price
from introduction to rapidly capture sales and market share, but with lower profit margins
than skimming". Forrester's "product life cycle (PLC)"

"The PLC does not offer marketing strategies, per se; rather it provides an overarching
framework from which to choose among various strategic alternatives".

Innovation strategies

Innovation strategies deal with the firm's rate of the new product development and
business model innovation. It asks whether the company is on the cutting edge of
technology and business innovation. There are three types: Pioneers Close followers Late
followers

Growth strategies

In this scheme we ask the question, "How should the firm grow?". There are a number of
different ways of answering that question, but the most common gives four answers:
Horizontal integration Vertical integration Diversification Intensification

These ways of growth are termed as organic growth. Horizontal growth is whereby a firm
grows towards acquiring other businesses that are in the same line of business for example
a clothing retail outlet acquiring a food outlet. The two are in the retail establishments and
their integration lead to expansion. Vertical integration can be forward or backward.(74)
Forward integration is whereby a firm grows towards its customers for example a food
manufacturing firm acquiring a food outlet. Backward integration is whereby a firm grows
towards its source of supply for example a food outlet acquiring a food manufacturing
outlet.

There are many companies, especially those in the consumer package goods (CPG) market,
that adopt the theory of running their business centered around consumer, shopper and
retailer needs. Their marketing departments spend quality time looking for "growth
opportunities" in their categories by identifying relevant insights (both mindsets and
behaviors) on their target consumers, shoppers and retail partners. These growth
opportunities emerge from changes in market trends, segment dynamics changing and also
internal brand or operational business challenges. The marketing team can then prioritize
these growth opportunities and begin to develop strategies to exploit the opportunities that
could include new or adapted products, services as well as changes to the 7Ps.

Real-life marketing

Real-life marketing primarily revolves around the application of a great deal of common-
sense; dealing with a limited number of factors, in an environment of imperfect
information and limited resources complicated by uncertainty and tight timescales. Use of
classical marketing techniques, in these circumstances, is inevitably partial and uneven.
Thus, for example, many new products will emerge from irrational processes and the
rational development process may be used (if at all) to screen out the worst non-runners.
The design of the advertising, and the packaging, will be the output of the creative minds
employed; which management will then screen, often by 'gut-reaction', to ensure that it is
reasonable. For most of their time, marketing managers use intuition and experience to
analyze and handle the complex, and unique, situations being faced; without easy reference
to theory. This will often be 'flying by the seat of the pants', or 'gut-reaction'; where the
overall strategy, coupled with the knowledge of the customer which has been absorbed
almost by a process of osmosis, will determine the quality of the marketing employed. This,
almost instinctive management, is what is sometimes called 'coarse marketing'; to
distinguish it from the refined, aesthetically pleasing, form favored by the theorists.

An organization's strategy combines all of its marketing goals into one comprehensive plan.
A good marketing strategy should be drawn from market research and focus onthe right
product mix in order to achieve the maximum profit potential and sustain the business.
The marketing strategy is the foundation of a marketing plan.

Marketing planning

A marketing plan may be part of an overall business plan. Solid marketing strategy is the
foundation of a well-written marketing plan. While a marketing plan contains a list of
actions, a marketing plan without a sound strategic foundation is of little use. (75)
The marketing planning Definition and example

A marketing plan is a comprehensive blueprint which outlines an organization's overall

marketing efforts. A marketing process can be realized by the marketing mix, which is
outlined in step 4. The last step in the process is the marketing controlling. The marketing
plan can function from two points: strategy and tactics (P. Kotler, K.L. Keller). In most
organizations, "strategic planning" is an annual process, typically covering just the year
ahead. Occasionally, a few organizations may look at a practical plan which stretches three
or more years ahead.

It is only at this stage (of deciding the marketing objectives) that the active part of the
marketing planning process begins. This next stage in marketing planning is indeed the key
to the whole marketing process. The "marketing objectives" state just where the company
intends to be at some specific time in the future.

James Quinn succinctly defined objectives in general as: Goals (or objectives) state what is
to be achieved and when results are to be accomplished, but they do not state "how" the
results are to be achieved.[3] They typically relate to what products (or services) will be
where in what markets (and must be realistically based on customer behavior in those
markets). They are essentially about the match between those "products" and "markets."
Objectives for pricing, distribution, advertising and so on are at a lower level, and should
not be confused with marketing objectives. They are part of the marketing strategy needed
to achieve marketing objectives. To be most effective, objectives should be capable of
measurement and therefore "quantifiable." This measurement may be in terms of sales
volume, money value, market share, percentage penetration of distribution outlets and so
on. An example of such a measurable marketing objective might be "to enter the market
with product Y and capture 10 percent of the market by value within one year." As it is
quantified it can, within limits, be unequivocally monitored, and corrective action taken as
necessary.

The marketing objectives must usually be based, above all, on the organization's financial
objectives; converting these financial measurements into the related marketing
measurements. He went on to explain his view of the role of "policies," with which strategy
is most often confused: "Policies are rules or guidelines that express the 'limits' within
which action should occur. "Simplifying somewhat, marketing strategies can be seen as the
means, or "game plan," by which

(76)
marketing objectives will be achieved and, in the framework that we have chosen to use,
are generally concerned with the 8 P's. Examples are:

1. Price — The amount of money needed to buy products

2. Product — The actual product

3. Promotion (advertising)- Getting the product known

4. Placement — Where the product is sold

5. People — Represent the business

6. Physical environment — The ambiance, mood, or tone of the environment

7. Process — The Value-added services that differentiate the product from the competition
(e.g. after-sales service, warranties)

8. Packaging — How the product will be protected

(Note: At GCSE the 4 Ps are Place, Promotion, Product and Price and the "secret" 5th P is
Packaging, but which applies only to physical products, not services usually, and mostly
those sold to individual consumers) In principle, these strategies describe how the
objectives will be achieved. The 7 Ps are a useful framework for deciding how the
company's resources will be manipulated (strategically) to achieve the objectives. However,
they are not the only framework, and may divert attention from the real issues. The focus
of the strategies must be the objectives to be achieved — not the process of planning itself.
Only if it fits the needs of these objectives should you choose, as we have done, to use the
framework of the 7 Ps. The strategy statement can take the form of a purely verbal
description of the strategic options which have been chosen. Alternatively, and perhaps
more positively, it might include a structured list of the major options chosen.

One aspect of strategy which is often overlooked is that of "timing." Exactly when it is the
best time for each element of the strategy to be implemented is often critical. Taking the
right action at the wrong time can sometimes be almost as bad as taking the wrong action
at the right time. Timing is, therefore, an essential part of any plan; and should normally
appear as a schedule of planned activities. Having completed this crucial stage of the
planning process, to re-check the feasibility of objectives and strategies in terms of the
market share, sales, costs, profits and so on which these demand in practice. As in the rest
of the marketing discipline, employ judgment, experience, market research or anything else
which helps for conclusions to be seen from all possible angles.

Detailed plans and programs (77)

At this stage, overall marketing strategies will need to be developed into detailed plans and
program. Although these detailed plans may cover each of the 7 Ps (marketing mix), the
focus will vary, depending upon the organization's specific strategies. A product-oriented
company will focus its plans for the 7 Ps around each of its products. A market or
geographically oriented company will concentrate on each market or geographical area.
Each will base its plans upon the detailed needs of its customers, and on the strategies
chosen to satisfy these needs. Brochures and Websites are used effectively. Again, the most
important element is, the detailed plans, which spell out exactly what programs and
individual activities will carry at the period of the plan (usually over the next year).
Without these activities the plan cannot be monitored. These plans must therefore be:
Clear - They should be an unambiguous statement of 'exactly' what is to be done.
Quantified - The predicted outcome of each activity should be, as far as possible,
quantified, so that its performance can be monitored. Focused - The temptation to
proliferate activities beyond the numbers which can be realistically controlled should be
avoided. The 80:20 Rule applies in this context to. Realistic - They should be achievable.
Agreed - Those who are to implement them should be committed to them, and agree that
they are achievable. The resulting plans should become a working document which will
guide the campaigns taking place throughout the organization over the period of the plan.
If the marketing plan is to work, every exception to it (throughout the year) must be
questioned; and the lessons learnt, to be incorporated in the next year's .

Content of the marketing plan

Executive Summary

Jio is one of the largest telecommunications companies in India, offering a wide range of
services including mobile network connectivity, high-speed internet, digital content, and
online payment services. As a marketing executive for Jio, my goal would be to promote the
brand and its services to potential customers and drive growth in the market.

To achieve this goal, my marketing strategy would focus on the following key areas:

1)Targeted Advertising: I would leverage various advertising channels such as television,

Digital platforms, social media, and print media to reach out to potential customers. By
analyzing customer data, we could identify the most effective channels to target specific.
demographics and regions.

2)Brand Awareness: I would focus on increasing brand awareness by creating engaging

content that showcases the benefits and unique features of Jio's services. This could include.
video content, blog posts, and social media campaigns that demonstrate how Jio's services
can make life easier and more convenient for customers.

3)Partnership and Collaboration: I would seek out partnerships and collaborations with
other companies and organizations to expand Jio's reach and enhance its services. For (78)
 example, partnering with popular e-commerce platforms could provide a platform for Jio
to offer additional value-added services, such as online payments and delivery options.

4)Customer Engagement: I would focus on creating a positive customer experience by

providing excellent customer service, personalized offers, and loyalty programs that
reward customers for their business.

5)Innovative Services: I would work with Jio's product development team to create new
and innovative services that cater to the changing needs and preferences of customers.
This could include partnerships with content creators, new digital payment options, and
advanced internet connectivity solutions.

By implementing these strategies, Jio can continue to expand its market share and become
a leader in the telecommunications industry.

Conclusion

It was observed that Reliance JIO has been perceived quite positively as it has been
projected. People are aware of the Brand & Awareness of Reliance JIO is quite high in the
market. Although Reliance JIO has been into controversies, people still prefer to stay loyal
to the Brand with Reliance JIO being termed as a more popular brand than Vaseline.
Reliance JIO products would appear, on the shelf, to have the most expensive range of skin
care products common to supermarkets, at almost double the cost of no name brands. This
can be for several reasons apart from just to cover the extra costs of promotions, for which
no name brands do without. When people buy Reliance JIO, they are not just buying the
product but also the image that goes with it, therefore, to have the price higher reiterates
the fact that the product is of a better quality than the rest and that the consumer is not
cheap. In supermarkets and convenience stores Reliance JIO has their own setup which
contains only their products. There is little personal selling, but that is made up for in
public relations and corporate image. Reliance JIO sponsors a lot of events including
sports and recreational activities. (79)
 BIBLIOGRAPHY

Websites: 1. www.google.com

www.relinacejio.com

www.wikipedia.com

Books: Phelip Kolter

Presentation on A Study on The Marketing Strategy by Reliance With
Special Reference to Jio
Introduction
• The Indian telecom industry is one of the largest telecommunication markets which is only possible due to the
increasing mobile economy in India. The Reliance Jio has various applications which have various specific features.
These are the specific features that attract more customers with great loyalty are gained. This nature of uniqueness
is the reason behind the huge success and growth in short span of time comparing to the others telecom services
providers in India. (Arul Kamilas.A and Sokkammal’s, 2016). Reliance’s blowup launch of Jio is a boon for the lots of
the country however has left a giant punctuation on the probabilities for shareowner wealth creation within the long
run. The tariff plans declared by Reliance Jio are going to be a game changer for the telecommunication trade and
area unit expected to drive bigger adoption across knowledge and voice segments however it would additionally
impact the profit and property of existing operators.(Surabhi Singh, 2017).The Reliance Jio has brought a turbulence
due to the prominent alternate for the special features. The Reliance Jio has set the world record for fame gained in
noticeably short span of time.
• " (A Study on the Marketing
Strategy by Reliance with Special
Reference to JIO”) (Pawan Kalyan,
2015). The free services offered by
Reliance Jio and the competitive
tariff planning with the unlimited
data the 4G is also the reason for
their boom. The Reliance is riding
high towards revolutionizing the
Indian Telecom market in the recent
times. (Ms. Mathangi and Dr. R.
Geetha Lakshmi,2017)
 Problem
Statement
• Jio is the telecommunication company
owned by Reliance Ltd. It emerges one of the
fastest growing telecom operators in India as
data published in review of literature Jai
Bhatia Economic & Political weekly October
8 2016. Jio came up with a vision to generate
huge revenue by providing quality service at
a cheaper rate using the latest technology.
Initially, its growth is high. In the Indian
market, it is the first mover advantage for Jio
with a biggest 4G network coverage
infrastructure across 22 telecom circles in
India. None of its competitors is having such
biggest infrastructure for 4G infrastructure
with much fanfare Mr. Mukesh Ambani, the
chairman of Reliance Industries Ltd. (RIL)
introduced Jio, the company’s next big
venture, at the Annual General Meeting of its
shareholders.
Objectives
• Jio Platforms Limited (Jio) is creating a massive digital
ecosystem for a billion Indians with domain expertise
across business verticals in the platform company. The
platform company will not just provide world-class fixed-
mobile converged connectivity, but also digital solutions
across business verticals and the customer life cycle.

• Jio has made investments in excess of US$50 billion since

inception to create the largest and most advanced digital
and connectivity ecosystem in India, with a rich bouquet of
successful apps and platforms. Jio’s services span across
connectivity and cloud, media, digital commerce, financial
services, gaming, education, healthcare, agriculture,
Government to Citizen (G2C), smart cities and
manufacturing.
Research
Methodology
• Reliance Jio is one of the biggest reasons for its success.

• Acquisition – After the commercial rollout of Jio in September

2016, Jio offered free services to its customers for 3 months.
This plan worked as the trump card for Jio to acquire the
customers. Within one month, Jio was able to acquire 16 million
subscribers.

• Activation – The users were provided with the best experience,

which was never provided by any telecom service provider. The
unlimited high-speed, 4G data with unlimited calling was
unimaginable to the customers. Retention – Jio did not stop
here. On the new year in 2017, they extended the free services
to the users for another 3 months. Jio became the first-ever
telecom company to provide 6 months of free service to
customers. In just two and a half years into the business, Jio
gained more than 300 million active subscribers. It took more
than 19 years for its competitor
Mention Sources of Data
Collection
• 1. www.google.com
• 2. www.relinacejio.com
• 3. www.wikipedia.com
• Books: Phelip Kolter
Sample Size
• Jio is a telecommunication company in India that
offers mobile network services, broadband, and
digital services. In marketing research, the
sample size for a study conducted by Jio would
depend on the specific research question being
investigated, the target population, and the level
of precision required for the results.

• A larger sample size generally leads to more

accurate results, but it also increases the cost
and time required for data collection and
analysis. The appropriate sample size for a
marketing study can be determined through
statistical methods such as power analysis or
sample size calculations, which take into
account factors such as the desired level of
significance, effect size, and variability in the
data.
 • Do You Know about Relinace Jio
Data Anayisis

Yes 45

No 35

Can’t Say 20
Conclusion
• It was observed that Relinace JIO has been perceived quite positively as it has
been projected. People are aware of the Brand & Awareness of Relinace JIO is
quite high in the market. Although Relinace JIO has been into controversies,
people still prefer to stay loyal to the Brand with Relinace JIO being termed as a
more popular brand than Vaseline. Relinace JIO products would appear, on the
shelf, to have the most expensive range of skin care products common to
supermarkets, at almost double the cost of no name brands. This can be for
several reasons apart from just to cover the extra costs of promotions, for which
no name brands do without.
• When people buy Relinace JIO they are not just buying the product but also the
image that goes with it, therefore to have the price higher reiterates the fact that
the product is of a better quality than the rest and that the consumer is not cheap.
In supermarkets and convenience stores Relinace JIO has their own setup which
contains only their products. There is little personal selling, but that is made up for
in public relations and corporate image. Relinace JIO sponsors a lot of events
including sports and recreational activities.