Reliance Jio Marketing Strategy

PGDM Ex 2018~2019
Group 13
Mrunali Shingane 180301005
Saurabh Yete 180301016

08 Mar 2019
 About Reliance JIO…
Reliance Jio Infocomm Limited, Jio, is an Indian mobile network operator.
Owned by Reliance Industries and headquartered in Navi Mumbai,
Maharashtra, it operates a national LTE network with coverage across all
22 telecom circles. Jio uses voice over LTE to provide service on its
network. Gross revenue of 10,738 Crore.

Headquarters, Navi Mumbai

Founder MD Strategy Chief

Mukesh Ambani Sanjay Mashruwala Akash Ambani

Where did the name

“Data is the new Oil”- Mukesh Ambani come from?

2 Reliance Jio Marketing Strategy

About Reliance JIO…
Timeline

2010 2015 2016

Founded Beta Launch Commercial Launch

2013 2016 2016-17

Airtel Deal Global Alliance Post Launch Issues

Our Products

LYF LYF Feature Jiofi Jio Giga

VoLTE Jio Apps Jio DTH
Smartphone phone Fiber

3
About Indian Telecom Industry…

Others
2%
BSNL
10% Idea-Voda
Jio
22% 37%

Airtel
29%

TRAI: Sep 2018

Key Players and Market Share

Source: ibef.com indianxpress.com

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BCG Matrix…
Market Relative
Market Market
Product share of Market LYF Feature
Growth Share
leader Share phones

VoLTE 12% 22% 37% 59%

JioFi -15% 78% 78% 100%

42%
Jio Apps

LYF Feature
100% 37% 37% 100%

Market Growth
phones

LYF
9.1% 3% 31% 10% LYF Smartphones
Smartphones VoLTE
Jiofi

Jio Apps 41% 18% 40% 45%

Relative Market Share

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 Porter’s Five Forces…
New Entry Threat: Consumer Bargain Power:
• Strict Govt. policies • Ease of portability
• High setup costs New Entry Threat • Cost sensitive customers
• Difficulty in achieving (Low-1) Market Score
economies of scale

Supplier Bargain Competitive Consumer

power Rivalry Bargain power
(High-3) (High-3) (High-3)

Supplier Bargain Power: Competitive rivalry:

• Very few suppliers • Intense competition in market
Threat of
• Cost of switching supplier is • High exit barriers
high Substitute Threat from Substitutes:
(Low-1) • Hardly any substitute so
threat is low

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 SWOT Analysis…

S
STRENGTHS
W
WEAKNESS
O
OPPORTUNITIES
T
THREATS

• Strong customer Harnessing future

acquisition • Late entry in the • • Risk of losing
driven technology- customers
• Low Tariff market
5G and 6G
• Strong customer base- • Poor data • Poor code of
• Catering to upper
Pan India presence connection middle and high class Ethics
• Adaptive technology • No support of Jio • Catering to • Saturated market
• Wide network sim in all phones International market • Idea-Vodafone
• Excellent advertising • Improving customer merger
and marketing service
• LYF smartphones at • Partnership with
affordable cost* digital entrepreneur

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 Marketing Mix…

VoLTE PREPAID PLANS

• TV commercials
• Sponsorships – Filmfare awards,
IPL & ISL teams
• Partnered with KBC – “Jio play
along”
SIM • Collaborations - Samsung, Apple,
Jio stores POSTPAID PLANS Pokémon Go, Ecommerce
websites
Services
Online/Jio Stores • Print Media – Advertisements in
newspapers

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 STP…
SEGMENTATION AND TARGETING

DEMOGRAPHIC PSYCHOGRAPHIC
INCOME AGE LIFESTYLE
Low Class
High Class
>50 <18 Landline Smartphone
Users Users

Upper Lower
Middle Middle
Class Class

Middle Feature Phone

Class Users
18 - 50
* Geographic – Rural, Semi-Urban, Urban * Gender Neutral

POSITIONING STATEMENT

Jio is the most affordable mobile services and data provider in the Indian telecom industry with it’s
aim to help people connect better with the internet and thereby transform India into a digital and
tech savvy nation.

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 Recommendations…

Low Price – To
Elaborate Post-paid Optimize the
retain the existing
services spectrum bandwidth
customers

Launch “Jio –
Premium” for Enhance Customer Keep Innovating -
Business or High Service Make your own plan
Class

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Thank You!!