SUBMITTED BY:

MANISH SHARMA

2K19/FMBA/11

ONLINE CONSUMER
BEHAVIOUR
 WHAT IS JIO?
ØJio is a telecommunication and Internet service
provider company
ØIndia’s leading Telecommunication and Ecommerce
portal for Daily Essentials and Electronics too.
ØProducts range from Various internet and Voice
Plans
ØFounded by Mukesh Ambani
ØReliance is the parent company of Jio
ØDelivering their products to PAN India
ØIn the last 3 years, JIO has seen a remarkable growth
with 500% increase in its turnover.
 SLOGAN –

Jio's-tagline-

“Jio-Jee-Bhar-ke

Mean you buy their Affordable Internet Plans

and Enjoy it to the fullest with good speed
and connectivity.
 KEY FEATURES OF JIO..

• All users will get everything free - voice calls, data usage, video streaming from 5th
September to 31st December, 2016.
• The era of voice calling in India is coming to an end.
Free voice calling facility for lifetime.
No roaming charges and extra messaging cost on Blackout Days (public holidays).
• Reliance has tied up with around 20 smartphone brands including Samsung,
Micromax and LG to bundle Jio SIM cards with them with free voice and data for
three months.
• Realiance Jio redefines the mobile experience for users with several built in
applications.
With more than 300 live channels, now you will never miss your favourite show.
You can watch upto 6,000 HD movies on-the-go thanks to Jio Cinema.
• Now all you need for an active connection is an Adhaar Card and 15 minutes! Just
walk into one of the Jio stores for immediate activation.
MARKETING
MIX &
STRATEGY
 PRODUCT STRATEGY:
Reliance Jio is a leading telecom and mobile network operator in India.
It offers 4G LTE services and several other products & services in its marketing mix.
Jio launched its commercial services on 5th September 2016 including the free
internet services to benefit the Indian population, which disrupted the Indian market.
1) JioPhone: Jio introduced its first affordable 4G phone powered by Kai operating
system on 21st July 2017. It is one of the most popular services provided by Reliance
Jio.
2) LYF smartphones: On 25th January 2016 LYF smartphones were introduced
including Water 1, Water 2 and later followed by Flame 1 and Flame 2 in their
smartphone series
3) 4G broadband services: Jio offers fourth-generation (4G) data and voice
services. Peripheral services like messaging, music, movie streaming are the other
services Jio offers along with voice over and internet services.
4) JioNet WiFi: Reliance Jio started providing free WiFi in several cities to promote
internet penetration within the country. It helped users to enjoy 4G features on
2G/3G smartphones as it’s having speed up to 150 Mbps and upload speed up to 50
Mbps.
Jio Wifi was provided to spectators in 6 cricket stadiums that had partnered to host
the International Cricket tournaments.
 PRICE/PRICING STRATEGY:
• To promote the idea of Digital India and, to take the internet services to
every part of the nation, Reliance Jio provided free services to its users.
• The company gave SIMs free of cost to Individuals against their phone
number and Aadhaar card number.
• Reliance Jio targeted users with smartphones who want good services and
high-speed internet at a low cost.
• It was able to sell approximately 14 lakh SIM cards to the individuals within
the first few days of the launch.
• After the roll-out of free services, Reliance Jio adopted a flexible pricing
strategy and announced a reasonable rate for all its products and services.
• Jio kept Voice calling services free for its users who mainly had to pay for
the data usage.
• Reliance Jio Phones were also reasonably priced with a security deposit of
Rs. 1500 and, user can withdraw the amount following the usage of three
years.
 PLACE & DISTRIBUTION
STRATEGY:
• Reliance Jio is an Indian company and has a strong Pan-India presence the main
reason being the remarkably well-developed infrastructure that the firm offers.
• The company has its headquarters based at Navi Mumbai in Maharashtra and has
a powerful and widespread distribution channel.
• Jio owns spectrum in 850 MHz and 1,800 MHz bands in India’s 22 circles, and
also owns pan-India licensed 2,300 MHz spectrum. The spectrum is valid until
2035.
• Before starting the voice call and data services, Reliance Jio offered free services
for WiFi Hotspots in various Indian Cities like Surat and Ahmedabad in Gujarat,
cities like Indore, Jabalpur, Dewas and Ujjain in Madhya Pradesh and,
Visakhapatnam in Andhra Pradesh.
• Some chosen locations in cities of Mumbai, Kolkata, Lucknow, Meerut, Mussoorie
and Bhubaneswar also received the free services for WiFi Hotspots from
Reliance Jio.
• Jio has reached around 18000+ cities and across more than two lakh villages
within the country.
• Reliance Jio offered free internet WiFi services during the 2016 T20 cricket
matches at Mumbai, Delhi, Kolkata, Bengaluru, Dharamshala and Mohali.
PROMOTION & ADVERTISING
STRATEGY:
• Reliance Jio has undertaken an aggressive marketing strategy to build positive
brand awareness amongst the consumers.
• Jio launched ad campaigns on newspapers, magazines, billboards, radio, television
and social media platforms including Instagram, Twitter, Facebook and YouTube.
• Reliance Jio knows the power of Bollywood and Cricket in India and their impact
in the lives of common people of India.
• So, Bollywood stars like Amitabh Bachchan and, Shahrukh Khan were appointed as
Jio’s brand ambassadors.
• The company additionally offered free internet WiFi services at six cricket
stadiums during ICC World Twenty20 and each one of its services free till the end
of the financial year 2016.
• To more efficiently bring products and services to its customers, Reliance Jio
partnered with several organisations and agencies like The BT group, Milicom,
Orange S.A., TIM, Deutsche Telekom.
• Reliance Jio partnered with location-based AR game Pokemon Go which was
launched in India in December 2016 and became an instant smash amongst the
young generation.
• Hundreds of Jio stores, Reliance marts, shopping malls like Reliance Trends and
Reliance Digital became sponsored Pokemon Gyms and PokeStops.
PEOPLE STRATEGY:

• In an organisation like Reliance Jio, employees and customers have

an important place.
• The employees are the service providers, they provide products
and services to the customers, and they are the face of the
organisation.
• Reliance Jio treats its employees with respect and, gives them
enough autonomy to lead processes as the way they wish to.
• Jio believes in providing its employees and customers with an entire
ecosystem which lets them leverage the digital life to the fullest.
• Believably if an employee is happy and satisfied with the products
and services provided by the company, he will automatically pass it
on to the customer.
STRATEGIES QUALITY

Undercut the market price by giving

attractive discounts.

Let everyone switch to Jio for internet

use at a cheap rates.

Unleash the power of fibre optic

network to give super fast internet.

Grow your subscriber base.

Recover your investment using the

large number of user.
 FUTURE TARGETS

▣ The company aims to have 100 million subscribers in

the shortest time with 85% retention rate.
▣ Crossed 50 million subscriber mark in 83 days.
▣ Reliance Jio added 19.6 million new users in
October, more than Airtel, Vodafone.
▣ Based on the response Jio now has a target of 250
million customers,.
▣ Jio expects an overall revenue market share of 6
percent with 2 percent in voice and 19 percent in
data.
THANK
YOU