Marketing Strategy of Reliance Jio 4G Services PDF

RESEARCH PROJECT FOR M.COM IV th SEMSTER FACULTY OF P.P.N COLLEGE AFFLIATED OF C.S.J.M UNIVERSITY, KANPUR i MARKETING STRATEGY OF RELIANCE JIO 4G SERVICES IN TELECOM SECTOR RESEARCH PROJECT...

RESEARCH PROJECT FOR M.COM IV th SEMSTER FACULTY OF P.P.N COLLEGE AFFLIATED OF C.S.J.M UNIVERSITY, KANPUR i MARKETING STRATEGY OF RELIANCE JIO 4G SERVICES IN TELECOM SECTOR RESEARCH PROJECT SUBMITTED TO THE FACULTY OF COMMERCE P.P.N. COLLEGE, C.S.J.M. UNIVERSITY, KANPUR AS PER (PAPER IV) MASTERS OF COMMERCE BY ROSHI IRSHAD U.I.D – A23MCC2013 UNDER THE SUPERVISION OF Mr. R.K. TRIVEDI FACULTY OF P.P.N COLLEGE AFFLIATED OF C.S.J.M UNIVERSITY, KANPUR ii  CERTIFICATE This is to certify that under my supervision, Mrs. ROSHI IRSHAD, U.I.D number A23MCC2013, worked on and successfully completed her project work for the degree of Master of Commerce (M.Com) in the field of marketing through the Faculty of Commerce. Her project's title is "MARKETING STRATEGY OF RELIANCE JIO 4G SERVICE IN TELECOM SECTOR." I further guarantee that the learner completed the entire assignment with my direction and that no portion of it has ever been used to obtain a degree or diploma from a university. She conducted the research and reported the findings as her own original work. Date: Place: Kanpur Signature of Supervisor Faculty of Commerce P.P.N COLLEGE KANPUR iii  DECLARATION I, the undersigned ROSHI IRSHAD, hereby certify that the work contained in the project work titled "MARKETING STRATEGY OF RELIANCE JIO 4G SERVICE IN TELECOM SECTOR" is an original product of my own research and has not previously been submitted to any other university for consideration of any other degree or diploma at this or any other university. Every time someone else's earlier work has been mentioned, it has been identified unambiguously and added to the bibliography. I also state here that all information in this document was acquired and presented in compliance with ethical standards and academic regulations. Date : Place: KANPUR Name: Roshi Irshad iv  ACKNOWLEDGEMENT It is challenging to name everyone who has supported me because there are so many of them and the list is so extensive The following should be acknowledged as idealistic directions and fresh dimensions for the project's conclusion. I would like to thank the University of Kanpur for allowing me to work on this project. I want to express my gratitude to my principal, Prof. Anoop Kr. Singh, for providing the facilities needed to finish this project. I would like to thank Dr. A.K. Gupta, our department chair, for his excellent support and direction. Additionally, I would like to convey my profound gratitude to Mr. R.K. Trivedi, who served as my project adviser and was instrumental in the project's success. I also like to sincerely thank my other lecturers, Dr. Neena Tandon, Dr. Sanjeev Tiwari, Ms. Shrasty Katiyar, and Dr. Ankit Gupta, for their assistance with the study process. I want to express my gratitude to the college library for lending me numerous reference materials and publications for my assignment. Last but not the least, I would like to express my gratitude to everyone who contributed in any way to the success of my project, especially my parents and peers who assisted and encouraged me all along the way. Roshi Irshad v vi vii  ABSRTACT An abstract is a brief summary of a research paper or a projectreport. Based on the search results, an abstract of marketing strategy of reliance Jio 4G services in Telecom sector is: Reliance Jio is a telecom business that debuted in 2016 with the goal of offering Indian consumers 4G broadband and phone services that are both economical and of the highest quality. The company adopted an innovative and disruptive marketing strategy that included free trials, attractive plans, extensive advertising, partnerships, and diversification. The company also leveraged its network to offer other digital services such as entertainment, payments, and e- commerce. The company's marketing strategy has resulted in a rapid growth of its subscriber base and market share, as well as atransformation of the Indian telecom industry and digital ecosystem. Keywords – Reliance Jio, Indian telecom industry, Market entry strategy viii ix 1  CHAPTER- 1 INTRODUCTION 2  1.1-INTRODUCTION OF THE COMPANY India's top telecom provider, Jio, was established by Mukesh Ambani. It started its operations in 2016 and offered free data and voice calls to its customers for six months. This helped it attract more than 50 million subscribers in less than three months. Jio's aim is to provide affordable and high-quality connectivity to everyone in India and enable the digital transformation of the country. Jio has a strong brand value compared to its rival, Airtel. Jio's success is based on its AARRR strategy, which consists of five key components: acquisition activation retention referral revenue This strategy helps Jio to create and retain customers in a creative and cost-effective way Reliance Joint Implementation Opportunity is the acronym for Jio Infocomm Limited, also known as Jio. Reliance Jio company was started in actual on February 15, 2007.And this company was established by India's one of the richest man Mukesh Ambani, this was the dream project of Mukesh Ambani. Ambani has done its branding in such a way that every child knows the name of Jio in today's date. Figure 1.1 3  1.2- BREIF ABOUT THE COMPANY Figure 1.2 ORIGIN STORY Mukesh Ambani was inspired by his daughter Isha Ambani and his son Akash Ambani to start Jio. They both faced difficulties in their college projects due to poor internet connectivity and expensive data plans in India. They also realized that the future of telecom was in data services and not voice calls, as the younger generation was more interested in digitalization. They persuaded their father that India needs to advance its 4G, 5G, and 6G technology in order to keep up with the rest of the world. This led Mukesh Ambani to conceive the idea of Jio. However, he had to overcome many obstacles to make it a reality. One of the biggest challenges was the non-compete agreement that he had signed with his brother Anil Ambani when they split their businesses. According to this agreement, Mukesh Ambani could not enter the telecom venture as it was already occupied by Anil Ambani's Reliance Communication. Mukesh Ambani had to terminate this agreement in 2010 before he could launch Jio. Getting 4G spectrum licences for each of India's 22 telecom areas was another difficulty. He accomplished this by purchasing a 95% interest in Infotel Broadband Services Limited (IBSL), a business with headquarters in Ahmedabad and which had won the licence auction. He renamed the company as Reliance Jio Infocomm Limited and paid a one time entry fee of around ₹1,673 crores. After years of hard work and planning, Jio was finally launched in the market on 5th September 2016. Furthermore, they also launched LYF mobile phones for the low-income customers who could not afford expensive smartphones. Jio became a successful brand by using brilliant marketing strategies. It created a strong brand image and reputation among the customers. It offered innovative and attractive services that appealed to the masses and made them loyal to Jio. For example, it gave free voice calls and data for the first six months, it provided cheap and high-quality smartphones, it partnered with various online platforms and apps, etc. As a result, Jio attracted over 100 million customers in its first year, gained over 40% market share in the telecom industry, and generated over ₹40,000 crores in revenue. 4  1.3- Jio - History On February 15, 2007, in Ahmedabad, Gujarat's Ambawadi Tehsil, IBSL (Infotel Broadband Services Limited), the precursor to Jio Limited, was established. Later in 2010, RIL (Reliance Industries Limited) paid INDIAN RUPEE 4800 Cr (equal to INDIAN RUPEE 91 billion or U.S. DOLLAR 1.2 billion in 2020) to acquire more than 95% of the company. In the 4G auctions that took place earlier that year, IBSL was the only business that was able to win broadband spectrum across all 22 telecom circles in India. For a total of INDIAN RUPEE 12,847.77 crores, it acquired 20 MHz of spectrum. Up until January 2013, when it changed its name to Reliance Jio Limited, IBSL remained a RIL subsidiary. This was a strategic component of RIL's overall aim to dominate the network and telecommunications sector in terms of customer acquisition. Reliance Jio Limited declared in June 2015 that it would start up by the end of the year. The debut was postponed until the first quarter of the fiscal year (FY) 2017, or 2016–17, due to a number of difficulties and problems, including regulatory barriers, technological concerns, and market competitiveness. So, on September 5, 2016, Jio began offering its services, including free voice calls and data for the first six months as well as other features like Jio applications, Jio Money, and JioFi devices. Figure 1.3 5 The company or firm was allegedly given permission by the Indian government to provide its consumers 4G data services in addition to voice telephony, according to the NGO's allegations made in the PIL. The Government of India was allegedly only paid a U.S. DOLLAR 22 million (about INDIAN RUPEE 166 crore) premium for providing voice telephone services in addition to 4G data services, according to the specific charges in the PIL. This claim states that by charging the corporation such an arbitrary, irrational, and very small fee, the Government of India contributed to the loss of U.S. DOLLAR 300 million (about INDIAN RUPEE 2284 Crores). But according to the guidelines for BWA and 3G spectrum, BWA winners were not prohibited from offering voice telephony services, the Indian DoT (Department of Telecommunication) had argued in court. The claims in the court were dismissed as a result of the Indian DoT's justification, and the NGO's PIL was withdrawn. On December 27, 2015, the business began offering its internal customers and as part of the final testing phase, the 4G data and telephony network and communications services. On September 5, 2016, Jio Limited officially released the 4G services for commercial use after three quarters of internal organization-wide introduction. For more than six months (until March 31, 2017), Reliance Jio provided all of its consumers with free calling and data services when it first commercially launched its network and communications services. This was done as part of the business's plan to draw in as many customers as possible and establish a strong presence in the market from the very first day of the launch. On February 22, 2017, the business comfortably surpassed the milestone of 100 million (10 crores) members in the Indian market. According to the most recent data, the corporation is making rapid progress towards its objective of breaking 200 million customers in the Indian market. 6  1.4 - Offerings of Goods and Services One of the most influential and prosperous businesses in India is Jio Limited, which has not yet had an initial public offering (IPO). However, this does not affect its performance or reputation, as it has a large and impressive portfolio that attracts many potential investors and corporates who are eager to buy its shares. The business has created a solid position for itself and influence in the Indian telecommunication and network market by providing a variety of goods and services to meet the requirements and tastes of different customers. When the business originally entered the market, it simply offered users affordable 4G internet and phone services, but since then, it has broadened its offers and released a number of cutting-edge and practical goods and services that improve the customer experience. These services not solely win back the devotion of current clients but also entice new ones who want to take advantage of Jio Limited's advantages. The list of some of Jio Limited's most well-known goods and services, together with a short explanation of each, is provided below:- I. Mobile Broadband: Jio Limited began by providing its clients with mobile broadband as part of its services. The firm had originally intended to roll out its 4G internet and telephony services in December 2015, but owing to a number of problems, it was forced to wait until September 2016. A 4G network that delivers both calling and data services is offered by Jio Limited. In addition to these fundamental 4G services, the firm also offers a wide range of other services, including live TV, instant messaging, online music and movie streaming, and much more. II. JioFiber: In August 2018, the Jio Limited firm began testing a brand-new triple-play fibre to the house service that was then generally referred to as Jio GigaFiber (a preliminary name). This Jio GigaFiber service, also known as JioFiber in the public eye, provided high-speed broadband internet services with internet speeds ranging from 100 to 1000 Mbit/s, as well as telephone landline and television services. The JioFiber services were formally offered for all of the firm's customers on September 5, 2019, exactly one year after they were first introduced. The company made this announcement in August 2019. 7  Figure 1.4 Because it was the Jio Limited firm's third anniversary on this day, the company decided it was a very fortunate moment to debut the JioFiber services. Along with this, the business unveiled a number of bundles that would provide JioFiber subscribers the choice of streaming recent releases as well as films that were still playing in theatres ("First Day First Show"). The corporation has a network of more than 160,000 miles (250,000 KM) of fibre optic cables in the nation in 2015, when Jio was preparing to introduce its network and telecoms offerings to Indian clients. With the strength of this powerful binocular. III. Jio Business: It was always obvious that Jio will constantly introduce network- and connectivity-related solutions on which the firm would develop its business even before Jio Limited's formal entry in the Indian market. Jio Limited released a number of connectivity options for its clients as part of its strategy to grow the business of the firm in the Indian network and telecoms (connectivity) sector. These connectivity solutions are given by the firm and are targeted largely at business-class consumers from the Indian markets. Jio Platforms, Reliance Retail, and Office 365 services are packaged with these solutions for companies. 8  Since its debut in September 2016, Jio Limited has expanded into a variety of industries and enterprises. The business never intended to confine its connection service offerings to the telecoms and network industry. It was clear from the very beginning of this company's existence that it had grand aspirations to develop into other industries and grow its cliente. Jio Limited has introduced a variety of products under the Jio brand, including feature mobile phones, smartphones, and other devices, in accordance with the company's aims and strategy. The company's most well- known product launches were the JioPhone and other mobile phones. A comprehensive summary of the recent mobile phone products the firm has introduced in the Indian market is shown below: 1) JioPhone: Fig 1.5 The business introduced a series of feature phones under the Jio brand, calling this device JioPhone and advertising it as the "Cheapest Feature Phone in the Indian Market." The first JioPhone feature phone model was introduced by the firm in August 2017. On August 24, 2017, pre-orders for 9  this JioPhone opened to everyone on a first-come, first-served basis. Being the first feature phone produced by any mobile phone manufacturer in the Indian market that was LTE capable, this phone also brought about a change in the industry. The pricing of this phone, which was first just INDIAN RUPEE 1500 and afterwards provided for INDIAN RUPEE 500 only, was another factor that drew the majority of the customers in addition to this. In the price range that it was given, the features of this phone were highly potent. The first version of the JioPhone the firm released has the stated & notable characteristics below: ❖ Integrated with a Jio-branded app shop ❖ Support for near-field communications (first on a feature phone) ❖ It has voice assistant name as HelloJio as part of a full set of Jio Apps. ❖ The first dual-core central processing unit found in a feature phone. ❖ Internal storage space of 4GB (the greatest amount found in a feature smartphone), or read-only memory ❖ based on the KaiOS platform (a subset of mobile OS that is a descendant of the departed Firefox OS) 10 2) JioPhone 2 Figure 1.6 In July 2018, the business revealed the JioPhone 2, the second feature phone to bear the "Jio" moniker. This device might be seen as an improved version of the firm's original JioPhone, which was released the year before. The JioPhone was an improved version of the Keyboard Bar feature phone with a horizontal display and a QWERTY keyboard. It was also a feature phone that supported the LTE network and communicationsAn additional announcement made by the firm during the JioPhone 2 launch ceremony was that both JioPhone models will support and offer access to services like WhatsApp, Facebook, and YouTube. In order to provide compatibility for all of these applications on mobile devices, the firm also said that it will provide an OTA update for all current JioPhone customers. 11  3) JioPhone Next: Fig 1.7 As its name implies, JioPhone Next is a completely enhanced version of the first two JioPhone that the firm released. Mukesh Ambani unveiled this phone on June 24, 2021.. The JioPhone Next, which debuted in June 2021, is the company's first fully featured smartphone and was developed using the Pragati OS (an operating system based on Android Go Operating System). The business recently unveiled a smartphone that falls within the category of entry-level smartphones in the electronics industry. As part of their ongoing collaboration, Google also contributed to its development. On November 4, 2021, JioPhone Next was eventually introduced to the Indian market, four months after its announcement. 12  1.5- Problem statement of the Research A possible problem statement of the research project of marketing strategy of reliance Jio 4G services in telecom sector. The research project aims to explore how Jio's marketing strategy affects various aspects of the Indian telecom market, such as consumer behavior, customer satisfaction, and competitive advantage. This is important for both academic and practical purposes. Academically, it can add to the existing knowledge on marketing strategies, consumer behavior, and telecom industry. Practically speaking, it may assist marketers in creating powerful marketing plans that can boost client retention, happiness, and loyalty in the telecom industry. With its original product introduction and aggressive price approach, Jio has revolutionised the Indian telecom sector and garnered over 100 million members within six months of its inception. But Jio also has to contend with a number of problems, including low user retention, high churn, subpar network performance, and legal troubles. In the fiercely competitive telecom sector, these elements put Jio's long-term viability and profitability at risk. 1.6- Objectives of the Research The purpose of the study is to comprehend how various marketing initiatives and tactics have impacted the clients of rival telecom companies.The primary goal of this study is to evaluate Jio's marketing strategy's effects on the Indian telecom industry. Other goals are:- To examine how Jio's marketing strategy affects the consumer behavior such as awareness, attitude, preference, purchase intention, and word-of-mouth. To evaluate how Jio's marketing strategy influences the customer satisfaction such as perceived value, quality, service, and loyalty. To assess how Jio's marketing strategy impacts the competitive advantage such as market share, profitability, innovation, and differentiation. To assess the effect of Reliance Jio 4G services on Indian telecom subscribers' happiness and loyalty. To compare and contrast the marketing strategies of Reliance Jio 4G services with those of its competitors such as Airtel, Vodafone, and BSNL. To evaluate the effectiveness of Reliance Jio 4G services in creating brand awareness and customer retention among telecom users in India. To identify the challenges and opportunities faced by Reliance Jio 4G services in 13  the telecom sector. The marketing plan for Reliance Jio's 4G services takes a multi-objective, propaganda- based approach that includes huge savings on data plans, giveaways, alluring promotional offers, massive advertising, and alliances with top businesses. Jio Money, Jio TV, and Jio Music are just a few of the digital solutions the firm offers. The company has also integrated and broadened its goods and services portfolio. 1.7 Organization of the Research project INDUSTRAIL PROFILE The mobile services industry in India is expanding quickly and has great promise going forward. With almost five million members acquired in less than two years of operation, India's development pace has significantly outpaced that of several other markets, including China and Thailand, which took more than five years to achieve the statistics India presently possesses. Cellular Operators Association of India (COAI) forecasts that the number of mobile phone customers in the nation would surpass 50 million by 2010 and 300 million by 2016. Due to the mass-market status these technologies have attained globally, subscribers in some areas can purchase the smartphone for nearly nothing. For $150 or less, an Indian customer can purchase a phone. Subscription numbers ought to go up as a result. Both this market's growth and the rivalry between mobile service providers are happening at a breakneck speed.With the availability of several mobile phone service providers, including industry heavyweights like Airtel, Reliance, Idea Cellular, BSNL, and others, which provide either of the two network technologies, such as Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA), the market is well-served.Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA) are the two primary network technologies used in cellular service that compete with one another. The user will be able to select the best network technology for his needs by understanding the differences between GSM and CDMA. A brand-new digital technology called Global System for Mobile Communication (GSM) was created by the European Union to provide a universal mobile standard. Higher sales capacity, improved speech quality, and crystal-clear cell phone coverage are all made possible by it. The issue of someone listening in on one's calls is automatically resolved. 14  AARRR Fig 1.8 MEANING AARRR, the acronym representing the stages of the customer life cycle, stands for acquisition, activation, retention, referral, and revenue. In order to determine where, when, and how frequently a user uses the product, according to the AARRR framework, you need measure each stage. The beginning and conclusion of the customer life cycle are represented by "acquisition" and "revenue," respectively, in the AARRR as a funnel where "revenue" represents the closing phase. UTILISATION OF AARRR The AARRR framework is used by businesses to grow quickly and sustainably. They utilise it as a practical set of benchmarks to evaluate conversion rates and pose significant consumer inquiries at each step of the customer life cycle, which aids in the 15  identification of chances for product improvement. AARRR is a marketing tactic that may be used as part of a business' expansion strategy. AARRR has found great success with SaaS and product-driven businesses. AARRR STANDS FOR Here are explanations of each AARRR measure category and how it is used to promote growth. METRICS OF THE AARRR (PIRATE) ❖ Acquisition: How do customers find us? ❖ Activation: How can inactive users turn into paying customers? ❖ Retention: What steps can we take to maintain customers? ❖ Referral: How can we encourage customer recommendations? ❖ Revenue: How can we make money off of our customers? 16  1.8- JIO stands for "STRONG, STRONGER, STRONGEST” Reliance Since its inception, Jio has had a significant influence on the Indian market. The business that the wealthiest man in India sponsored rose to become the leading telecom provider and still does so today. The firm has become debt-free as a result of the influx of funding, but it still looks to a dominant future thanks to partnerships with large international digital companies like Google and Facebook. It could be hard for Jio's rivals to block its path and make room for themselves with the technological help of such well- known IT companies. Let's discuss the agreement that Future Group and Reliance Industries Limited are now negotiating. The retail division of Future Group is up for grabs, according to RIL. Reliance's 30% cutting demand has, however, kept the contract in place. To put it another way, if the acquisition goes through, RIL would only pay back 70% of Future Retail's debt. According to the theory, both the assets and the liabilities of a company are acquired when it is bought. To cover the obligations which Future Retailing has taken on, Reliance is asking for a financial easing. The transaction would also give Reliance access to a robust physical supply chain, which will help it grow JioMart. But that's not the most significant thing. While this is going on, Facebook and Google will also provide JioMart with technical support. Therefore, it will not be difficult for JioMart to dominate the offline as well as online Indian retail sector. As a result, Amazon, which presently controls a large portion of the Indian e-commerce business, would face fierce competition. It's important to note that Jio Mart could soon be included in the mega-app that Jio and Facebook are working on together. India was dismissed by the world's largest internet companies a decade ago, and the investment community used to say that the country would not be able to create the next Google. Now that the roles have been reversed, the same group expresses concern that no nation may be able to generate the next Jio. And they make a lot of sense. India has a sizable demographic, and the market there is expanding quickly. The market is one of the most alluring ones on the planet, and Jio is the market leader. Jio is poised to dominate the industry as a result of the enormous sums of money that reputable investors from across the world have invested in Jio's future goals. Consider 5G as an example. According to Jio, a 5G network that has been created locally would go live in 2019. Google will also assist Jio in the creation of entry-level 5G compatible devices. Now consider how other telecom firms would fare if this is put into practise. Will we eventually arrive at a monopoly? But we'll have to wait and see what the future holds in store. 17  JIO APPLICATIONS Jio released a bunch of multimedia applications in 2016 May on Google Play. A Jio SIM card is necessary to utilise some of the applications, even though they are all accessible for download to everyone. Famous applications include: ▪ JioPages – it is a web browser to access the Android devices ▪ JioChat – it is a instant messaging app for chatting ▪ JioCinema – it is online HD video app to watch multiple series or movies or any other media ▪ JioCloud – it is backup tool to store everything at place cloud-based ▪ JioHealth – it is a health services app ▪ JioNews – it is a news media or electronic-news-paper for the readers ▪ JioMeet – it is a video-conferencing platform ▪ JioMoney – it is an online bank transaction app for payments ▪ JioSaavn – it is an online and offline music streaming application in various languages ▪ JioSecurity – it is a security app ▪ JioTV – it is a app where you can watch television on mobile only ▪ JioVoice – VoLTE phone simulator ▪ MyJio – manage Jio account and digital services associated with it ▪ JioMart - Online shopping app 18  1.9- Analysing Jio Marketing Techniques Reliance Jio's marketing approach has been quite successful in allure customers and accelerating the uptake of the company's 4G network. The business has employed a multi- pronged strategy that includes substantial savings on data plans, giveaways, alluring promotional offers, significant advertising, and alliances with top businesses. Jio Money, Jio TV, and Jio Music are just a few of the products and services that Reliance JIO offers, all of which have benefited from the company's enormous user base. Let's examine it in more detail! Product With its unique product debut in 2016, Reliance JIO rises in the India's telecom sector. In an effort to increase its clients, the business provided free phone calling and data services for three months. In response to this fiercely competitive telecom provider, other telecom firms were compelled to lower their rates and imitate them, which benefited customers. Along with competitive prepaid and postpaid pricing, Jio also offered service bundles. Over 100 million members were added by Jio within six months of debut as an outcome of its vigorous advertising approach. Figure 1.9 19  Single-app platform: Jio unveiled the Jio+ app, which integrates all of the services the business provides. On this one platform, users may save papers, pay bills, and book flights. Customers now have greater convenience while engaging in digital activities including purchasing, handling financial transactions, and entertainment. Figure 1.10 Digital Wallet: In 2017, Jio Money Wallet, a new wallet service from Reliance JIO, was introduced. Customers were able to simply and securely transfer money. The launch of its digital wallet aided in streamlining payments within and across networks using that network. Figure1.11 Reliance Digital, Croma, and Campuses were just a few of the major retailers where the firm initially set up shop to sell its goods. It also opened Jio Centres in significant locations around the nation so that customers could check out its goods and services firsthand. 20 Retail store Figure 1.12 Jio Mart, an Indian online supermarket shop, and Reliance JIO also formed a joint venture so that users of the platform may buy goods. Increasing its position in the retail industry while also giving customers access to a variety of items were the two companies' goals in partnering. Jio was able to compete with other market participants thanks to the joint venture, which also allowed for concessions and special offers for Jio subscribers. 21 Bringing New Life to the Classic Retail Sales Channel Figure 1.13 Any telecom firm is built on its retail sales channel. Consumers are able to buy anything and everything from a real store via this channel. But in recent years, internet outlets like e- commerce and online social networking platforms have put pressure on the conventional retail sales channel. This has caused less people to visit physical stores, which has resulted in lower sales. Reliance JIO has put into place an innovative advertising approach which makes utilisation of digital technologies and data analytics in order to revitalise the conventional retail sales channel. Reliance JIO Retail Store Managers are provided access to a proprietary programme called "Jio Distributor Sales Management" (DSM) as part of this approach. Real-time information on consumer traffic, rates of conversion, product availability, and other topics is provided by this programme. Store managers may use this information to decide wisely about pricing, marketing, inventory control, and other issues. 22  Chapter -2 MARKETING STRATEGY 23  2.1-INTRODUCTION OF MARKETING STRATEGY A strategy for marketing is a long-range strategy for attaining business goals via consumer insight and the development of a distinctive competitive advantage. It includes all aspects of marketing, including figuring out who your audience is and selecting the mode you should use to reach them. A plan for marketing allows you to state how your business will position itself within the market, the sort of goods you will create, the strategic collaborators you will select, and the manner in which you will advertise and promote your business. Any firm must have a marketing strategy in place to be successful. Continue reading to discover how to develop a successful marketing plan for your business. 2.2-MEANING OF MARKETING The goal of marketing is to introduce your business to potential clients while also introducing those people to your offerings. It entails identifying the needs of the client, developing goods and services to suit those wants, putting a price on those services and products, and then persuading people that they must purchase those goods and services. Marketing is, to put it simply, the act of finding potential clients and then satisfying their wants with the goods you offer. Key takeaways Marketing is about connecting with the consumer; it goes beyond simple advertising and promotion. The direction of all your company's goods and marketing-related operations is determined by your marketing strategy. Having a marketing plan aids in keeping all of your efforts on course. Setting objectives, doing market research, creating product strategies, identifying your marketing activities, and adhering to the "7 P's" are all part of constructing a marketing strategy. Understanding marketing Before we get into the details of marketing strategy, you need to have a clear understanding of what exactly marketing is – and what it isn’t. 24  Figure 2.1 2.3- MARKETING ISN'T Marketing isn't just advertising, public relations or putting together a w bsite or emailcampaign. It's also about everything leading up to those activities to support both your customers and your sales team. It, ideally, drives your entire business and determines what products you produce and how you distribute them. 2.4- MARKETING STRATEGY INCLUDES A marketing strategy essentially establishes the broad course, but not the precise specifics, for a range of marketing-related operations. Ideally, your marketing plan will assist you in defining the following objectives for your business: Target Audience, Value, proposition, product mix, brand, messaging, promotional initiative, content marketing 25  2.5-IMPORTANCE OF MARKETING STRATEGY Setting the direction for your entire firm as well as your marketing-related operations depends on developing and adhering to a marketing strategy. Your marketing plan enables you to keep in contact with your clientele, develop the ideal items for them, and choose how to share information about those things. Without a defined plan, you won't understand who your target market is, you won't produce the correct items, and you'll waste money marketing them.. In other words, you are more successful if you have a defined marketing strategy. A CoSchedule poll found that businesses with a written marketing plan are 313% more probable to succeed than those without one. You need to take a number of measures to develop a solid marketing plan for your company. The list is as follows;- Establish measurable goals for the company Your marketing strategy is guided by the goals and vision of your business. Your marketing ambitions, which the strategy you use for marketing serves, are determined by these overarching objectives. Your company's goals are built on by your marketing objectives. You can decide to target a particular market share, channel dominance, or a specified proportion of a particular customer group. Your objectives should be attainable and quantifiable.. Determine and study the target market You may narrow down your target market by using the goals you've established. You must learn about the market's consumers in order to do this, which necessitates doing some market analysis and research. You must ascertain the following details regarding your target market and their customers: Marketing size / Growth potential Market trends competitors Geographic and demographic characteristics Customer behavior 26 Focus on the 7 P'S Figure 2.2 The classic 7 P's of marketing should be your main emphasis while you create your marketing plan: Product – - How well you meet customer requirements Price – How much your target market is willing to spend on your goods Promotion – which media you choose to advertise your product to consumers Place – place you do product sales 27  People – those who assist in promoting your goods to consumers Packaging – way you display your goods to customers Process – way you provide clients with your product Create product plans Understanding who your customers are can assist you choose the products that will best satisfy their needs. You can make the perfect product for a consumer if you are aware of their wants. List the main advantages Smart marketers are aware that potential buyers base their judgements on the advantages of a product, not on its features. It's crucial to determine the main advantages of the items you create - how they best meet the demands or wishes of the clients. Even though unsuccessful goods sometimes have appealing features, consumers generally don't care until those aspects result in advantages. Rather of relying on the adage "if you establish it, they will come," you should focus on satisfying the demands of your consumers. Develop your messaging and positioning The advantages of a product and how it satisfies the demands of the target market should be the foundation of product positioning. You need to have a thorough understanding of what your clients value in order to present your offering appropriately. This is reflected in every message used to promote the product. The positioning of the product, which can be considered to be the greatest at satisfying a specific demand, is communicated through the message in a clear, succinct, and attention-grabbing way. Establish your marketing mix Finally, the methods and strategies you incorporate in your marketing mix should 28 be determined by your marketing strategy in order to reach your target demographic. Print, radio, and television are examples of conventional media, as well as new media like social media and smartphone applications. Make Optimizely a component of your marketing plan Your company's marketing plan should include the cloud-based CMS solutions and digital experience platform from Optimizely. The efficiency of your developing marketing strategy is increased by using Optimizely's online solutions to help you manage your digital assets more effectively, improve customer experience, and strengthen your business' e- commerce activities. To find out how our internet marketing solutions may fit into your marketing plan, get in touch with Optimizely right away. 29  CHAPTER-3 MARKETING STRATEGY OF RELIANCE JIO 30  3.1- Reliance Jio Target Customers (Two Categories) Jio targets the general public. A user subscribes to Jio if they desire a cheap internet data bundle. We separated their intended market into two categories. Considering prices The overwhelming majority of people belong to this category. These individuals seek low-cost internet data bundles. If Jio does not provide them the fair cost, they can switch networks. It is a price market game. Whoever charges less gets more business. Network Aware These are the ones who demand a strong network and fast internet. I'll give you an illustration to help you understand. You might switch the network provider if you went to a village and ran across connectivity problems. Another illustration is if you play video games and require fast internet. You will switch to Jio if it can provide you with high speed internet. Thus, this is Jio's second sort of target consumer. 3.2- Reliance Jio Marketing Strategy Here are a some of Jio's most effective marketing techniques. Let's take a closer look at Jio's marketing approach as many of these tactics may be new to you. 1- Social Media Marketing Strategy Figure3.1 31 Jio uses a simple yet successful social media marketing strategy. They produce intriguing articles that garner more attention. Their posts on all social media platforms mostly consist of ads. In our opinion, Jio needs to work more on its social media strategy. They just postabout the new deals & offers over there. Sometimes you can also see posts relatedto upcoming events or festivals. The one thing which you can learn from Jio is their customer support on social media. Their customer support representatives reply to the customer’s complaintsvery fast and help them resolve their issues. Facebook 2.4 Million Page Likes Instagram 1 Million Followers Twitter 848.4K YouTube 3.14 Million Subscribers 32  2- Short Emotional Ads Figure 3.2 Jio uses brief, emotive advertisements as one of its finest marketing techniques. These commercials emotionally appeal to the audience. An advertisement for the impending Jio 5G may be seen in the image above. They demonstrate how Jio 5G may transform the car sector in this promotional video.More promotional videos have been produced by the Jio team to highlight the advantages of Jio 5G across various businesses. This Jio marketing technique may also be used for your company. 33  3- Marketing by Showing Big Purpose Figure 3.3 In this promotional film, they show how Jio 5G may change the auto industry. They represent there strategy as a Great Vision for the Indian future. To emphasise the benefits of Jio 5G across multiple industries, the Jio team has created additional promotional videos. You might apply this Jio marketing strategy to your business. 4- YouTube Marketing Strategy of Jio Figure 3.4 Jio has a successful YouTube marketing plan. 3.14 million people are channel subscribers. This kind of educational content is produced by Jio and teaches users how to use the internet in its most fundamental forms. People will only purchase internet data plans from you when they are able to access the internet. 34  5- Smart Postpaid Plans Strategy Figure 3.5 Jio designed its monthly and annual plans such that they are always in demand. Because they are aware of what their customers want, they frequently provide complimentary Netflix and Amazon Prime memberships. This is part of Jio's marketing plan, in which they work with services like Netflix and Amazon Prime. 35  3.3- POPULAR MARKETING CAMPAIGNS OF RELIANCE JIO Jio ran a number of profitable campaigns. Cricket is the subject of the majority of their campaigns. The organisation of each of these initiatives is extensive. These initiatives are the ideal for building brand awareness even if they won't result in immediate sales for the business. Let's discuss the top 3 Jio marketing initiatives that have received the most attention. 1. Delivering Free Jio sims at door-step Figure 3.6 Jio offers free SIM delivery to your residence. Prior to Jio, no other brands were performing this. Now, the consumer does not need to travel anyplace to purchase the sim. Free home delivery is provided by Jio for the SIM. No other brands were performing this before to Jio. No longer is it necessary for the person to purchase a SIM card outside. These customers cost relatively little to acquire, but their potential worth is quite great. 36  2. Cheer for India Figure 3.7 The marketing campaign that was carried out in connection with the game between India and Pakistan was effective. 90 lakh fans of cricket were exposed to the marketing. Jio shared this knowledge through notifications and commercials. Indian firm Jio never misses an opportunity to advertise through events. 3. Cricket Play Along Campaign in IPL Figure3.8 As Indians, we adore cricket. Jio utilised cricket to create a successful marketing plan. Jio started a promotion named "cricket play along" in september 2020. You have to guess the outcome of the following ball in this campaign. You will receive some points if your prediction was right. The game was enjoyable. It was played by thousands of individuals. Jio received a GLOMO award in 2019 for their outstanding marketing efforts. 37 3.4-DIVERSIFICATION & INTEGRATION STRATEGY Reliance JIO didn't limit itself to a single network but instead concentrated on brand building by widening and consolidating into several business sectors that would assist create and sustain demand from their target customers, notably internet users. Their expansion into a number of additional services, such as Jio Fibre and Jio Postpaid, has helped them further cement their dominance of the market share, which is currently greater than 35%. The whole range of Jio's offers includes Smartphones, Jio Fibre, Prime Membership, and mobile and home broadband services. Figure 3.9 Jio released smartphones with 4 G support: Later, Jio realised that 4G devices were a barrier for people to use its network. As a result, it made significant investments in the creation of inexpensive smartphones and sim cards that enable 4 G. Reliance Jio's own LYF smartphone line offers basic cell services for a lot less money than competing brands. Data sharing: Reliance JIO introduced data-sharing plans so that several users may use the internet on a single connection without any effort or additional expense, relying on its wide 4G (now 5G) network. Because of this, customers were more engaged and could get the most use out of the product from a single subscription. 38  Pricing The business adopted a straightforward but successful strategy of providing new customers with four months of unlimited data and unlimited calls. As a result, it drew millions of clients and placed tremendous pressure on its rivals. Figure 3.10 Reliance One of the key factors in Jio's extraordinary success in India's telecom market was its competitive price. Jio's 4G plans began at only 19 per day, which was much less than what its rivals were providing. This resulted in a significant increase in Jio's subscriber base, which led numerous smaller telecom providers to go out of business. Even the major competitors in the market, including Vodafone India and Airtel India, were compelled to alter their plans in order to compete with Jio. After the promotional deal expired, Reliance Jio kept up its aggressive pricing policy. It established a tariff strategy that was far more affordable than its rivals. When compared to equivalent plans from Airtel and Vodafone, which cost Rs 300 and Rs 350, respectively, its 1GB per day data package cost only Rs 149. Due to the advent of Reliance Jio, India's telecom sector is now seeing the fastest growth in terms of consumers and revenue. Acquiring Clients Reliance Jio has a straightforward yet successful customer acquisition approach. For three months after potential users signed up for Jio's service, all of its services, including voice and data, were provided without charge. Many customers were drawn in as a result, and they had the opportunity to exploit Jio's network to its full potential. Many consumers opted to keep using the service and eventually paid for it after taking the free trial time finished since they were satisfied with it. 39  Reliance JIO was able to rapidly increase the number of clients it had by using this cutting-edge marketing technique. It also caused disruption in the Indian telecom sector, which had previously been dominated by a small number of very large businesses. Jio's in-the-moment marketing approach Being current with events in the globe is one of the most crucial elements of moment marketing. By doing so, you may demonstrate that your company is concerned about the news and involved in what's happening. By developing marketing materials around popular subjects and occasions, JIO has done a fantastic job at this. For instance, Jio was fast to produce a TV commercial when Indian Prime Minister Narendra Modi announced demonetization, demonstrating how its digital payment network might assist people during this period of change. Last but not least, it's critical to confirm that your moment marketing approach reflects the core principles of your business. Jio has done a fantastic job doing this by highlighting its digital products as a way to become more technologically savvy. By doing this, JIO has been able to establish a reputation for being forward- thinking and assisting in gaining access to cutting-edge technology. In general, Jio's moment marketing approach is successful because it depends on timely, pertinent material that promotes brand values. The brand has successfully and swiftly reached its audience by making use of the influence of popular issues and events. Figure 3.11 40  Reliance Jio’s Social media strategy On all social media platforms, Jio established its own channels and generated a tonne of unique material, expanding its social media footprint in the process. Then, this footage was shared on a variety of websites, including Facebook, Instagram, and YouTube. In order to boost its brand, Jio also collaborated with well-known influencers in India. Reliance JIO SEO Strategy The appropriate keyword selection for your website's content is a crucial component of search engine optimisation. It is simpler for customers to locate what they're seeking for thanks to Reliance JIO's use of keyword optimisation to raise the visibility of its website on search engines. An efficient SEO approach is necessary for Jio to be successful in bringing 1,29,006,206 monthly traffic to its website. The company has a user-friendly website with a blue and white design and readable text. The website offers everything consumers need, including the ability to purchase new SIM cards and recharge. Jio has also used social media platforms like Facebook and Twitter to promote its brand and improve website traffic in order to raise brand awareness and direct people to its website. Placement The goal of Reliance Jio's positioning strategy was to be as noticeable as possible and make sure that customers could readily obtain its goods and services. Reliance Industries, with its headquarters in Navi Mumbai, Maharashtra, began by providing free Wi-Fi and hotspots before introducing unlimited calling and data options. It currently covers more than 18000 cities nationwide. Fig, 3.12 41  Figure 3.13 A "Digital Store Locator" function has also been added by Reliance JIO to its website and mobile app in addition to DSM. By utilising their current location, users may use this to quickly identify the closest Jio shop. Once customers have located a store, they may browse data such as the location's hours, contact information, product selection, and more. Increased foot traffic to Jio outlets is being attributed to this convenience aspect. 3.5- Jio’s Top Digital Marketing Campaigns Jio's marketing approach serves as the ideal illustration of how to design an effective campaign that attracts people and increases revenue. The business has reached out to its target audience by utilising cutting-edge concepts and technology and has raised awareness of its brand. Jio Cricket Play along The Jio Cricket Play Along is an innovative interactive game for cricket fans that enables players to earn prizes by responding to questions about what will happen ball-by-ball in time with the live action. Figure 3.14 42 Cricket enthusiasts took to the game immediately once it was released during the India-Australia series. One of Jio's most successful initiatives to date, the game attracted over 10 million participants. Jio Lockdown Heroes Campaign The Jio Lockdown Heroes campaign was a success, which is evidence of the business's creativity and dedication to its clients. The ad helped spark a digital revolution during the Covid- 19 epidemic and was a part of Jio's moment marketing initiatives. Many individuals had doubts that India would be able to manage the shutdown when it was first announced. However, because of the Jio Lockdown Heroes effort, we managed to survive it largely undamaged. Figure 3.15 The ad highlighted the inspiring tales of a few of Jio's network engineers who battled to keep the network up and running while the country was under 43  lockdown. Seeing some of these accounts brings back memories of how many people were able to escape the shutdown because to a strong network. Users probably would not have been able to carry along with their lives so easily while working from home, studying from home, and being amused at home if the epidemic had happened in any other age. The way Jio commemorated the Lockdown Heroes Campaign by sharing several illustrative tales of frontline employees trekking through snow and crossing long distances to work while using sparse transportation captures the true meaning of the phrase "connecting lives." Reliance Jio Independence Day campaign The National Song, performed by many people at their homes in an acapella rendition for Reliance Jio's Independence Day campaign, was a major hit.The company did an excellent job of making a personal connection with its audience and inspiring pride in and patriotism in them. Connecting with locals The company's Jio Dhan Dhana Dhan offer was yet another successful marketing initiative. Customers may take advantage of free voice and data perks under this programme for Rs 309 or Rs 509 for 84 days. This deal was only available for a short time, yet it was a huge hit with customers. Figure 3.16 44  3.6- Effect of Reliance Jio on digital India ambitions Reliance The digitization of India has greatly benefited from Jio. Millions of Indians have already made their first internet calls thanks to the company's affordable data rates, free connectivity, and free voice calls. Figure 3.17 Since Jio's debut, data usage in India has multiplied. Mobile data consumption of above 10 GB has climbed substantially by 383%, and Jio's market share has increased from 13.7% to 65.9%. This clearly shows the impact Jio has had on internet usage. The government's Digital India effort, which seeks to make all government services available online and encourage internet usage, has received a major boost as a result of this expanded access to the internet. Jio has additionally been crucial in lowering data rates around the nation. Jio's competitors were compelled to lower their own pricing in order to remain competitive after its commercial debut. As an outcome, 1 GB of data in India can now be purchased for only as little as Rs 60, which was unimaginable only a few years ago. This has increased access to the internet for many individuals and provided new opportunities for firms eager to capitalise on the 45 enormous market potential of India. Reliance Jio for Entrepreneurs: Key Takeaways Reliance JIO has been able to revolutionise the market and seize a large portion of it in the very competitive and oversaturated telecom business. Let's take a look at a few important takeaways learned about how they organised this feast! The Power of Discounts and Free services Jio was able to capture a substantial portion of the mass market thanks to its creative pricing schemes and incentives. For the first three months after signing up, Reliance JIO offered consumers free services. This gave users the chance to test out the service and determine whether it was suitable for them. Reliance Jio provided discounts on its services beyond the free trial period. Due to the size of these savings, many customers decided to move from their previous service providers to Reliance Jio. Customers must be given value by businesses in order to earn their loyalty and confidence. One strategy for doing this is to provide deals and free services. Utilising Social Media And Digital Platforms For Advertising Reliance JIO made considerable use of social media advertising to market its products. They were able to target particular groups with advertising that were specially produced thanks to this, which also helped them reach a larger audience. Figure 3.18 To reach their target audience, many digital channels including Facebook, Twitter, YouTube, etc. were used. They were able to do this to establish a solid web presence and interact personally with potential clients. 46 Pay special attention to customer retention RJIL placed a high priority on client retention in addition to acquisition. To retain its current clients' satisfaction and engagement, the business offered alluring discounts and incentives. Not only that, but their in-the-moment marketing techniques also enabled them to consistently win over their clients, particularly throughout the epidemic! Overall, Jio's customer-centric philosophy and creative marketing techniques are credited with its success. They were able to increase client access to their services by knowing who their target market was, investing in digital channels, offering discounts and free trials, and developing a sizable distribution network. Entrepreneurs seeking to expand their firms quickly might gain valuable insights from understanding these crucial elements of the company's success. It is obvious that the entry of Reliance JIO into the Indian market has fundamentally altered the country's landscape and digital life. Millions of people all around the country now have access to low-cost internet connectivity, thanks to the company's unique and ground- breaking marketing techniques, which have also helped it to grow to the position of market leader with a strong position. We suggest looking into marketing case studies for Telegram and Bharat Pe if you're interested in learning more about the marketing mix used in the telecom sector. Reliance Jio Product Strategy: Following is an explanation of the product strategy and mix used by Reliance Jio in its marketing campaign: Reliance With its services, Jio, a top telecom provider in India, has upended the country's industry. Jio has launched a variety of goods and services as part of its marketing mix for the benefit of the Indian people, including the launch of Internet services to encourage Internet usage across the nation and the adoption of digitalization efforts. One of Jio's most well-known services is JioPhone, through which Reliance has introduced the first 4G phone that is reasonably priced and runs the Kai operating system. The 4G internet services that Jio offers, along with the different data and voice over services, include peripheral services like texting and music. In addition to this, Jio also makes the LYF cellphones. Jio opted to create its own smartphones that were compatible with the 4G VoLTE technology, even though initially, as part of its launch deal with Index, Jio was intended to buy the devices made by Index. Reliance Prior to the introduction of 4G services in the nation, Jio began offering free Wi-Fi hotspots in a number of its towns. This campaign was launched in an effort to determine the level of interest in Internet penetration in the nation and create a culture where Internet usage is acceptable. 47 Additionally, Wi-Fi was made available to spectators in cricket venues that have teamed up to host the matches of the ICC World Cricket Tournament. Jio's product lineup, which already includes TV, internet, and telephone, now adds fiber-to-the-home connectivity. To further bolster its position, the business raised an extra $23 billion. Reliance Jio Price/Pricing Strategy: The pricing method used in the Reliance Jio marketing campaign is as follows: Jio has launched affordable pricing plans where customers are fairly compensated for the data use that they make, ending its period of offering services at no cost to subscribers. However, voice calling is still free for consumers who primarily pay for data consumption. The LYF series of Reliance Jio phones were reasonably priced and came with a security deposit of Rs 1500 that the customer may reclaim after using the phone for three years. JioFi is available for as little as Rs. 1999, and LYF devices start at Rs. 2999. Reliance Jio Place & Distribution Strategy: As part of its marketing mix, Reliance Jio has used the following distribution strategy: The highly well-developed infrastructure that the company provides is one of the reasons Reliance Jio has a significant presence in the Indian subcontinent. All twenty-two of India's telecom sectors, including all of its regions, have access to the network. There is coverage for all 50 states and the main cities. Reliance Jio Promotion & Advertising Strategy: The Reliance Jio marketing plan includes the following promotional and advertising tactics: Jio has formed partnerships with several companies and institutions, including The BT group, Millicom, and Orange S.A. Even further agreement was reached with BSNL in September 2016 to jointly provide intra-circle roaming services. across order to bring out LTE Advanced Pro and 5G across the nation, Jio has also agreed to a deal with Samsung. Reliance The highly publicised augmented reality game Pokémon Go, which enthralled young people and changed how people thought about gaming, was introduced by Jio. Jio heavily advertises itself via TV commercials, social media campaigns, print media promotions, outdoor media publishing initiatives, and more. The most well-known actors in Bollywood, Shahrukh Khan and Amitabh Bachchan, are the brand ambassadors for the company's product marketing. As a powerful tool for brand promotion, the corporation has employed digital marketing. A variety of social media channels 48 are used by the company to interact with its customers. Here are the final three Ps to complete Reliance Jio's 7Ps marketing mix since this brand specialises in service marketing. People: Jio believes in giving both its consumers and staff access to a holistic ecosystem that enables them to fully take advantage of the digital world. Reliance Jio employs a sizable majority of people who come from a wide range of socioeconomic backgrounds. Respect is shown for workers, and they are allowed ample freedom to run procedures however they see fit. Process: Jio offers a variety of mobile apps that may be downloaded for free from the Google Play store; however, in order to utilise these apps, the user must already have a Jio sim. Jio applications like JioTV, JioCinema, JioChat Messenger, JioMusic, JioMags, and others are some of the most well-known ones. In a few countries, Jio-Fi, which offers Jio-based Wi-Fi services for homes and businesses, has also been introduced. Physical Evidence: Reliance Jio uses its Jio Digital Life campaign as a means of self-promotion in an effort to appeal to the nation's young and share with them the government's comprehensive vision for the digitization of Indian society. The firm primarily caters to young people between the ages of 18 and 35 who are actively shopping for internet services at reasonable pricing. This completes Reliance Jio's marketing mix. 49  3.7- DIGITAL MARKETING STRATEGY AND IT’S BENEFITS The process of advertising goods or services online is known as digital marketing. An expert marketer will utilise strategy to assist the company find its target clients. Among the various forms of digital marketing are: Pay-Per-Click Advertising Social media promotion Email Advertising SEO Internet marketing The landscape of marketing has transformed recently as a result of digital marketing. Businesses had to respond to the shifting landscape of online marketing as consumers altered the way they purchase. Despite the rapid rise in popularity of internet marketing, uploading random content and running advertisements won't provide magical results. Digital marketing may be your friend in expanding and scaling your organisation if you use the appropriate approach and tactics. The following are benefits of digital marketing: Less expensive than conventional marketing Successful Targeting Worldwide Reach A higher rate of return on investment 3.8- Digital Marketing strategy by Reliance Jio – 2022 Reliance Jio rose to fame in India because to its robust and dependable connection at a reasonable cost. From the recognisable "Dhan Dhana Dhan" offer to innovative marketing strategies, Jio has really evolved into a "Har Dil Ka Connection.” The telecom industry's magician and a forerunner of India's digital revolution is Reliance 50 Jio. After going live on September 5, 2016, it effectively acquired over 50 million customers within 83 days, upending the country's telecom sector. With the launch of the most affordable 4G internet and free phone call services, every Indian now has a JIO connection in common. As a new-age internet brand, the company became popular among Indian telecom users with its no-brainer offers, social media presence, and marketing. Now let’s dive deep to understand how Reliance JIO became the number- one choice, leaving strong competitors like Vodafone, Airtel, BSNL, etc. behind in the telecom service-providing arena. Let’s analyze the digital marketing strategy of Reliance Jio in depth to learn aboutits success since it launched in September 2016. Jio's enormous success is mostly attributable to its adoption of a digital marketing approach. The telecom juggernaut Jio employs the following marketing tactics as its best practises:- 1: Clear Target Audience Put yourself in your consumers' shoes is a common piece of advice for business entrepreneurs. By delivering precise answers to the consumers' wants, it aids the firm in overcoming a number of obstacles and gaining pleased and devoted customers. What is the offer? and how does it work have been satisfactorily addressed by JIO ever since its introduction. What about "to whom is the offer made?" India's digital landscape was to be transformed by Jio. It was entirely dedicated to giving Indian consumers of 4G- compatible smartphones fast internet access. It successfully upsold people with little purchasing power by providing 4G equipped mobile phones at a price that was half that of its competitors. Its debut generated demand for handsets with 4G capabilities. 2: Cut-Throat Pricing Reliance Jio's pricing is one of its strongest USPs. JIO has marketed its 4G services with prices as low as $19 per day in an effort to draw clients. Jio's aggressive pricing and innovative technology created a stir in the telecom sector and permanently changed India's digital ecology. Jio's price was so potent and successful that businesses like Aircel, Docomo, and MTS 51  totally departed the telecom market after being destroyed. Even industry giants like Vodafone and Airtel had to reconsider their tactics in order to compete with JIO. 3: The AA and RRR Strategy Your company's success depends on choosing the correct strategy, and JIO has done just that by launching its rivals ahead of the pack with its 2A and 3R plans. It's crucial to comprehend the AA and RRR techniques if you're a marketer looking to advance your abilities in that field:- Acquisition is the stage in which companies bring on new customers using their websites and social media channels, such as Instagram, Facebook, and Youtube. Mukesh Ambani, the chairman and managing director of Reliance, pulled off a masterful manoeuvre when he offered three months of free services to his consumers on the day of JIO's formal launch. The Indian market rewarded JIO with 16 million members in just one month. Activation: During this phase, the consumers receive deluxe services. Users were able to effectively acquire a pool of hot leads and enjoy limitless high-speed 4G data and conversations with Jio for the first time. Retention: is a key concern for businesses, who want to keep customers around longer. In this case, Jio went above and above by providing three additional months of the same free service in an effort to keep its consumers, making it the first telecom service provider to give a free trial for six consecutive months. 300 million active subscribers were added by JIO in a year. Referrals: These are free forms of promotion coming from happy consumers. With such a first-class experience, Jio's loyal customers are so compelled to recommend the greatest telecom service to their friends and family. In contrast to the well-known telecom companies, JIO's growth was further pushed by this. Revenue: is the amount of money that clients pay the business to use their services. As JIO continued to offer its customers smooth telecom service for 1/10th of the going charge, the company's income kept rising. 4: Moment Marketing The use of instantaneous marketing to reach an audience has long been a strategy used by savvy marketers. By developing promotional materials for a trendy event, brands actively engage in it. 52 Whenever it comes to moment marketing, JIO has always been in the forefront. In order to get their attention, the JIO team's marketing frequently joined the bandwagon. To develop messages and impressions that stick with the audience longer, JIO has made advantage of popular subjects and occasions. 5: Social Media Marketing Strategies With its active participation in instant marketing and exploitation of the power of content by creating engaging and persuasive tales, Jio has discovered the sweet spot of internet consumers. Instagram Marketing Strategy With 1 million followers and a bio that reads, "Committed to creating a digital life for every Indian," Reliance JIO's material appeals straight to the hearts of its audience. It has done a wonderful job of utilising the popular narrative approach to advertise the goods. Each piece of content has a narrative with a marketing element at the conclusion. Facebook marketing strategy Jio's marketing plan for Facebook and Instagram are almost exact replicas of one another. Both platforms have increased trust by fostering a deeper relationship between customers and service providers. Several comments and questions are made in the comment areas on Facebook and Instagram. These people receive personalised responses that include their identities. The staff works tirelessly to provide every user a robust network connection while adding a personal touch and giving them the confidence that their opinion is relevant. YouTube Marketing Strategy There is a catch, though, even if the content provided on the Jio YouTube channel is consistent with the stuff shared on their other profile: Each video published on YouTube is produced in a variety of languages to appeal to a global audience. These languages have playlists available. Hindi Tamil Gujrati Bengali Odiya Malayalam 53  Telegu Kanada Marathi This considerate approach has been praised by audiences all around the country. 6: Popular Ad Campaigns Jio Cricket Play-Along India and cricket are inextricably linked. India has an unfathomable amount of passion for cricket. Profiting from the frenzy, JIO developed a method that allows cricket fans to guess the outcome of each ball during the live match and win amazing rewards. The campaign was extremely effective and won the coveted "Best Use of Mobile Marketing" prize at the 2019 Global Mobile Awards. This is a stark illustration of how JIO seizes the opportunity, making a lasting impact on the users and generating revenue for the business. Jio Lockdown Heroes Campaign If anything brought us closer to one another, it was our solid network connection, which we used for information sharing and entertainment. Have you considered how things could have gone without a network during the lockdown? terrifying, huh? By recognising the company's network engineer, who persistently toiled to maintain the network's strength, JIO once more won the hearts of the country. Jio's celebration of the amazing tales of frontline employees who struggle despite all the difficulties to maintain their service demonstrated how the firm has worked to "connect lives" in the truest sense. This is a stark illustration of how JIO seizes the opportunity, making a lasting impact on the users and generating revenue for the business. 7: Developing Local Relationships It's crucial for each firm to establish a connection with its customers. Nothing can prevent your business from flying high when you know your audience like the back of your hand since they are your company's greatest asset. Jio's "Desi" branding has successfully identified the audience's pulse. Vocal for local, its campaign, became quite well-known over time. JIO dominates the telecom sector, from wishing everyone well in their chosen faith to getting Indians to groove to "Dhan Dhana Dhan." 54 8: SEO Strategy A well-optimized website has a strong chance of generating more visitors and, as a result, naturally growing your clientele. To improve your website's ranking on search engines like Google, Yahoo, and others, search engine optimisation (SEO) has been established. Jio has developed an intuitive website that is simple for consumers to access and has a blue and white look. From acquiring new SIM cards to recharging, the website includes everything users might possibly need. JIO has attracted 1,29,006,206 monthly visitors to their website thanks to its SEO approach.Business savvy is demonstrated by the Reliance Jio marketing team. 9: Registering a business on Google It's understandable why companies are using Google for their search engine listings in the modern digital economy. You may connect with potential consumers online by creating a Google Business listing. With a Google Business listing, you can find all the most recent details about your business in one location, including reviews, customer care phone numbers, hours of operation, and more! Reliance Jio stands out from every other company in India by having a Google My Business listing. They've done study on the best ways for various types of businesses to use their services and have discovered what those are. 10: Advertising and Promotional Strategy The young between the ages of 18 and 35 are the primary target audience for Reliance Jio's advertising and promotional efforts. Through social media marketing initiatives that promote its reasonably priced internet services, the business successfully targets this group. As a powerful instrument for brand promotion, the corporation has employed digital marketing. In order to promote its brand and interact with customers on various social media platforms, the corporation hires Bollywood actors like Shahrukh Khan and Amitabh Bachchan. 55  3.9- PROCESS, FACALITIES In the first quarter of the 2016-2017 fiscal year, the business will roll out its 4G internet services over all of India. After various sources indicated that the business was awaiting the government's final approvals, it was planned to go on sale in December 2015.On June 12, 2015, at RIL's 41st annual general meeting, Reliance Industries Limited (RIL), whose telecom company Reliance Jio is owned by Mukesh Ambani, disclosed information on Jio's fourth- generation (4G) services. With ancillary services including instant messaging, live TV, films on demand, news, streaming music, and a digital payment platform, it will provide data and voice services in addition to its core offerings. In order to increase the connection for its internet services, the business will engage with local cable operators across a network of more than 250,000 km of fibre optic cables that are now in the nation. Jio will be able to distribute TV channels and provide television-on-demand on its network thanks to its multi- service operator (MSO) licence. PAN-INDIA SPECTRUM Of the 22 total circles in the nation, Jio has spectrum in the 800 MHz and 1,800 MHz bands in 10 and 6 circles, respectively. It also has licenced 2,300 MHz bandwidth that is available across all of India. The spectrum is still in use until 2035. Reliance Industries, led by Mukesh Ambani, announced the debut of its digital services Jio and Reliance Communications, which is supported by Anil Ambani's younger brother, agreed into a spectrum sharing agreement. In addition to the 10 circles that Jio already controls, seven more circles are included in the sharing agreement for the 800 MHz spectrum. Figure 3.19 56  Chapter -5 LITERATURE REVIEW 57  5.1- LITERATURE REVIEW (Singh, 2017) Users now get free, unrestricted access to national phone, video, messaging, and LTE data as well as Jio applications and content till the end of 2016. (Jayaraman and colleagues, 2017) Reliance With free discounts and more data for clients, Jio has entered the market for telecom service providers. Jio's arrival into the rapidly evolving industry has had a significant influence on the level of competition, pricing, and data accessibility in the field of information. Customers who are tech- savvy frequently utilise Jio. (P. Vijay (2016) looked at Consumer Preferences Towards the Mobile Network Service Provider – A Study with Special Reference to Coimbatore City. Their research showed that when picking network service providers, the majority of respondents gave Airtel their top priority while giving Aircel their worst preference. Their survey also revealed that when choosing network service providers, respondents’ top priorities were for service quality and value-added services. As of 2016 (Paulaset) The research of delivering client happiness is the most crucial activity of the business with mobile internet access, extensive network coverage, and technologically sophisticated items needed by virtually everyone in the current environment. Reliance Jio operates in accordance with the Indian market; it offers the highest-quality services at a significantly reduced cost. According to AmanBanchhoret al.'s (2015) analysis, Jio is the sole business offering fourth generation (4G) LTE services in Mumbai and running its network on the 1800 MHz and 2300 MHz bands. Jio provides download speeds that range from 15-20 mbps on average. the lowest call rates for international calls. Starting at little Rs. 2999, a 4G handset with a free connection is available. On holidays, festivals, and the new year, there are no price increases. Reliance Jio employs marketing techniques such as competitive pricing and tariff plans, and it provides unique operating own apps including Jioplay, Jiomoney, and Jiosecurity. According to RajanDrmlami's (2015) study, offering customer satisfaction is the company's most crucial activity since doing so ensures that customers receive the extensive network coverage and cutting-edge technologies that are now expected of nearly everyone. RajanDrmlami also claims that giving customers with internet connection when they are on the go is another crucial step. According to the information, 80% of Reliance Jio customers favoured sticking with the company. 58  Chapter-6 RESEARCH METHODOLOGY 59  6.1-INTRODUCTION OF RESEARCH METHODOLOGY A methodical approach to addressing the research topic is known as research methodology. It is a branch of science that studies how scientific research is conducted. It entails researching the many actions a researcher takes during her research process as well as the reasoning behind them. Compared to research techniques, the breadth of research methodology is wider. Therefore, when we discuss research methodology, we don't just discuss the methods themselves but also the reasoning behind them in the context of our research. We also explain why we choose to use a particular technique or method over other people in order to the research findings can be assessed by the person conducting the study or by others. RESEARCH DESING Designing the research procedure is the methodology's main goal. The general plan, the sampling strategy, the data gathering strategy, and the analysis strategy are all included in this. Research in marketing is the methodical gathering, recording, and examination of information regarding issues pertaining to the promotion of goods and services.The fundamental goal of marketing research is to give data that will aid in detecting opportunities or issue situations and to enable managers make the best decisions possible when such scenarios occur.There are two main categories of research, each with a particular range of applications, set of prerequisites, and set of strengths and limitations. The applicability of each research method must be assessed in light of a particular issue before selecting the best one. Exploratory and conclusive studies are the two main categories of study. Conclusive Research: Additionally referred to as quantitative research, it is intended to support executive decision-making. A marketing professional chooses a plan of action from the many possibilities available while making a decision. There may only be two possibilities available, or there may be many. They might be precisely perceived or merely hazily felt. Conclusive research gives knowledge that aids in the decision-making process for the executives. In some circumstances, particularly if an experiment is carried out, the study could be able to almost exactly describe the course of action to take. In other situations, particularly with descriptive studies, the study will only partially shed light on the matter and most of it will be left to the executive's discretion. "Descriptive Research Design" is the methodology employed in this study. This type of design is employed to conduct more focused research or to establish the working hypothesis from an operational standpoint. It has built-in flexibility, which is necessary since the research problem, which is originally broadly defined, develops in exploratory investigations into one with a more clear meaning, necessitating modifications to the research process in order to collect pertinent data. 60 The following are some of this study's distinguishing characteristics: – Flexibility in Design Construction of Non-Probability Sampling No pre-planned design for analysis Unstructured tools for gathering data There are no set rules for the operating processes. Sample Size The number of respondents the researcher has chosen for the survey is referred to as the sample size. From each individual consumer, I have chosen 94 sample pieces. Sampling Technique The target population and ultimate sample sizes are revealed by the sample design. In order to perform the research, I employed a practical sample approach. Sampling Area: I travelled to numerous locations across KANPUR to perform the sample. Data collection tool I conducted a market survey using a questionnaire as my research tool. Closed-ended questions that were intended to elicit as much information as possible made up the questionnaire. A total of 16 questions made up the survey. When options are presented, responders are more likely to select one than it is to deliberate and answer. Moreover, it takes less time. 61 The responders only need to answer, and one simply needs to click the appropriate box. Data were gathered from two sources: Primary Source: Through the use of a questionnaire, first-hand information was gathered from the clients. Secondary Source: The corporate website and my coworkers served as the secondary source. 6.2- Method of sampling Since all of the visitors to the sites were polled, convenient sampling was utilised. Data Analysis The majority of the data used for data analysis came from consumer data. One particular metric was also analysed using the information gathered from secondary sources. Data collected via both primary and secondary sources were subjected to a qualitative analysis. 62  CHAPTER –7 DATA ANALYSIS AND INTERPRETATION 63  7.1- DATA ANALYSIS AND INTERPRETATION 1. Age:- Below21 21-30 31-40 41-50 Above50 Interpretation: According to the survey are:- 11.7% respondent are Below 21 age 48.9% respondent are between 21-30 age 17% respondent are between 31-40 age 10.6% respondent are between 41-50 age 11.7% respondent are Above 50 age 64  2. Gender :- Male Female Prefer not to say Interpretation: According to the survey are:- 40.4% respondent are Male 59.6% respondent are Female 0% respondent Prefer not to say 65  3. What is your typical monthly expense? 200– 300 300– 400 400– 500 500+ Interpretation: According to the survey are: 14.9% respondent said that their Monthly expenditure on Mobile recharge is 200 – 300 12.8% respondent said that Monthly expenditure on Mobile recharge is 300 – 400 21.3% respondent said that Monthly expenditure on Mobile recharge is 400 – 500 51.1% respondent said that Monthly expenditure on Mobile recharge is 500 66  4. What Service Provider Do You Use? Reliance Jio Airtel BSNL Vodafone Interpretation: According to the survey are: 55.3% respondent said that Operator’s services being used by them is Reliance Jio 21.3% respondent said that Operator’s services being used by them is Airtel 14.9% respondent said that Operator’s services being used by them is BSNL 8.5% respondent said that Operator’s services being used by them is Vodafone 67  5. Do you know about Jio? Yes No Interpretation: According to the survey are:- 82.2% respondent said that they know about Jio (Yes) 13.8% respondent said that they don’t know about Jio (No) 68  6. How do you know about Reliance Jio? Advertisement By any reference No Interpretation: According to the survey are :- 69.1% respondent said that they know about Reliance Jio by Advertisement 18.1% respondent said that they know about Reliance Jio by any reference 12.8% respondent said No 69  7. When did you start utilizing the Jio Service? Less than 6months 6 to 12 Months More than a Year More than 3 years Interpretation: According to the survey are :- 18.9% respondent said that less than 6 months 6.3% respondent said that 6 to 12 months 13.7% respondent said that more than a Year 61.1% respondent said that more than 3 years 70  8. Which Reliance Jio services influenced your decision to utilize it? 4G Jio Apps Free Calls & Free Sms All of them Interpretation: According to the survey are: 33.7% respondent said that 4G services of Reliance Jio convinced them to use it. 4.2% respondent said that Jio App services of Reliance Jio convinced them to use it. 15.8% respondents said that Free calls & Free SMS services of Reliance Jio convinced them to use it. 42% respondent said that All of them services of Reliance Jio convinced them to use it. 71  9. Which business offers higher quality? Reliance Jio Airtel BSNL Vodafone Interpretation: According to the survey are:- 48.4% respondent said that Reliance Jio provide better quality 25.3% respondent said that Airtel provide better quality 9.5% respondent said that BSNL provide better quality 16.9% respondent said that Vodafone provide better quality 72  10. Which company’s Advertisement do you think is better? Reliance Jio Airtel BSNL Vodafone Interpretation: According to the survey are:- 47.4% respondent said that Reliance Jio advertisement is better 27.4% respondent said that Airtel advertisement is better 15.8% respondent said that BSNL advertisement is better 9.5% respondent said that Vodafone advertisement is better 73  11. Which firm’s sale marketing, in your opinion, is bett