PSR GOVT DEGREE COLLEGE BAIJNATH

PROJECT REPORT ON

“ MARKETING STRATEGY OF
JIO”

Submitted To: Submitted by:

Mrs AMANPREET KAUR
(Assistant Professor) SAIJAL RANA
BBA 6TH Sem.
University Roll.
No.:5190040022

ROLL No.: 19101

 DECLARATION

I do hereby declare that all the work presented in the

Report entitled “Marketing Strategy of Reliance JIO”
is carried out and being submitted at the school of
management for the award of Master of Business
Administration, is an authentic record of Saijal Rana.
The work is carried out under the guidance of Mrs.
AMANPREET KAUR (Assistant Professor). It hasn’t
been submitted at any other place for any other
academic purpose.

Saijal Rana

ii
 ACKNOWLEDGEMENT

It is not possible to prepare a project without the

asistance & encouragement of other people. This one is
certainly no exception.On the very outset of this report,
I would like to extend my sincere & heartfelt obligation
towards all the personages who have helped me in this
endeavor. Without their active guidance, help,
cooperation & encouragement, I would not have made
head way in the project. I am ineffably indebted to Dr.
Mohinder Pal (Principal) for conscientious guidance and
encouragement to accomplish this assignment. I am
extremely thankful and pay my gratitude to my faculty
Mr. Yashpal (H.O.D) for her valuable guidance and
support on completion of this project in its presently. I extend
my gratitude to Pandit Sant Ram govt. Degree College
for giving me this opportunity. I also acknowledge with
a deep sense of reverence, my gratitude towards my
parents and member of my family, who has always
supported me morally as well as economically. At last
but not least gratitude goes to all of my friends who
directly or indirectly helped me to complete this project
report. Any omission in this brief acknowledgment does
not mean lack of gratitude. Thanking You,
Saijal Rana
iii
 PREFACE

I respect to the allotted period, I have formed

relationship with the organization but informally it is a
sacred place for me as it’s my first practical exposure to
an organization to know and get aware to an
organizational real practical stressful environment.
Although I am student of B.B.A. Baijnath (H.P.). It is a
three year full time degree courses. So far this report is
scheduled for 6th semester syllabus as a separate topic
to be asked in detail in viva-voice conducted by external
So far I have completed 5th semester examination. Thus
study will provide me a better opportunity to survive in
cut throat competition with a prosperous existence. I
have tried my best to gain out of well framed
circumstances & with the help of experienced personnel
who helped me out so for become possible to them. As
being a very confidential functioning many things are
there which can’t be known but on the basis of gathered
information and tried to present all things what I have
received. Although this report has been got checked by
different personnel but after that if there is some
shortcomings I expect it to be rectified. So the whole
study bifurcated in different parts. Certain observations
& suggestions also have been stated which if possible to
be reviewed.
iv
 EXECUTIVE SUMMARY
While working in the organization I was trained as
relationship personnel being engaged into various jobs
such as dealing with clients, answering customer
queries through telephonic conversations and
providing them knowledge about new schemes and
converting them into our customers.

As my Field Project I was given the topic on “Marketing

Strategy of Reliance JIO”. The project work was for this
research was conducted in Baijnath to study of
Marketing Strategy of Reliance JIO. The research has
been conducted to gather information from 40
respondents & a structured questionnaire will be used
to collect the information from the respondents. The
data which was collected from them will be analyzed
and classified. It was found that though the Reliance JIP
has the highest market share it needs to improve on its
service quality and retail services.

v
 ABSTRACT
Reliance Jio Infocomm Ltd (popularly known as
Jio), is an Indian mobile network Operator
launched commercially on September 5, 2016.
Owned by Reliance Industries, the entry of Jio
revolutionized the telecommunication sector.
In this project the success story of this recent
entrant and management principles adopted
by the company were analyzed on the basis of
researches and studies conducted in these
fields. The organizational structure, planning
and marketing strategy, staffing and
recruitment, SWOT analysis, promotional
strategy, the impact of Jio launch,
controversies surrounding Reliance Jio,were
also discussed in detail. With findings and Data
analysis reports.

vi
 CONTENT

 INTRODUCTION
 OBJECTIVE OF STUDY
 HISTORY
 ORGANISATIONAL STRUCTURE
 PLANNING & MARKETING
 PROMOTIONAL STRATEGY
 SWOT ANALYSIS
 DATA ANALYSIS
 STRENGTH
 SUGGESTIONS
 CONCLUSION
 BIBLIOGRAPHY

vii
 INTRODUCTION

COMPANY PROFILE

Headquarter Navi Mumbai, Maharashtra , India

Formally called Reliance Jio Infocomm Limited

Type Subsidiary

Industry Telecommunication
“MARKETING STRATEGY
OF JIO”

Reliance Jio Infocomm Limited, popularly

known as Jio, is an Indian mobile network
operator. Owned by Reliance Industries and
headquartered in Mumbai, Maharashtra, it
operates a national Long-Term Evolution (LTE)
network with coverage across all 22 telecom
circles. Jio does not offer 2G or 3G service, and
instead uses Voice over LTE (VoLTE) to provide
voice service on its network. The launch of
Reliance Jio has caused a revolution in the
telecom industry. Now, Jio claims to be the
world’s largest data network, based on mobile
data consumption. According to the Telecom
Regulatory Authority of India (TRAI), as of
February 2019, there are 1.17 billion mobile-
phone subscriptions in India, an increase of
roughly 140 million subscriptions since August
2016—the month before Jio launched. The
growth is especially pronounced in rural areas,
where there are now over 500 million wireless
subscriptions, roughly 80 million more than
there were before the company formally
began its operations. As more Indians gain
phone subscriptions, more are coming online.
A 2017 report by the Internet and Mobile
Association of India estimated that nearly 50
million Indians gained internet access between
December 2016 and December 2017, allowing
many of them to surf the web, send WhatsApp
messages and stream videos for the first time
Jio logo The logo of Reliance Jio has a hidden
symbolism in it. When you flip the Jio logo
around, it is read ’oil’. The Jio logo seems to
represent the past and future of Reliance. Oil
is what had propelled Reliance to become
India’s biggest company in the 20th century.
When flipped over into the 21st, it’s probably
going to be Jio.Technology :
Jio high speed internet service is the fourth
generation (4G) mobile technology that
enables the delivery of high speed internet
services. It uses voice over LTE to provide
 voice service on its network. LTE refers to Long
Term Evolution of telecom technology that
enables high definition voice and high speed
internet access.

Net
work
Jio owns spectrum in 850 MHZ and 1800 MHZ
bands in India's 22 circles and also owns pan-
India licensed 2,300 MHZ spectrum. The
spectrum is valid until 2035. Jio shares the
spectrum with Reliance communications. The
sharing deal is for 800 MHZ band across seven
circles other than the 10 circles for which jio
already owns. In september 2016 , Jio signed a
pact with BSNL for intra - circle roaming which
would enable users of the operators to use each
others 4G and 2G spectrum in national roaming
mode. In February 2017, Jio announced a
partnership with Samsung to work on LTE-
Advanced Pro and 5G.
 OBJECTIVE OF STUDY
(i) To study of customer satisfaction
and perception level on reliance jio
products and services.

(ii) To study the importance and development

of the telecommunication industry in India.

(iii) To study the customer perception and

satisfaction level on reliance jio products
services .

(iv) To study on need and usage of internet

data in telecommunication market.

(v) To study on competition and problems

faced by telecom companies in India.
 HISTORY
Jio soft launched on 27
December 2015 (the eve of
what would have been the
83rd birthday of Reliance
Industries founder Dhirubhai
Ambani), with a beta for
partners and employees, and
became publicly available on
5 September 2016. As of 31
January 2019, it is the third largest mobile
network operator in India and the ninth
largest mobile network operator in the
world with over 289.44 million
Subscribers. The Company was registered
in Ambawadi, Ahmedabad, and Gujarat on
15 February 2007 as Reliance Jio
Infocomm Limited. In June 2010, Reliance
Industries (RIL) bought a 95% stake in
Infotel Broadband Services Limited (IBSL)
for Rs. 4,800 crore (US$670 million).
Although unlisted, IBSL was the only
company that won broadband spectrum
in all 22 circles in India in the 4G auction
that took place earlier that year. Later
continuing as RIL’s telecom subsidiary,
Infotel Broadband Services Limited was
renamed as Reliance Jio Infocomm
Limited (RJIL) in January 2013. In June
2015, Jio announced that it would start its
operations all over the country by the end
of 2015. However, four months later in
October, the company’s spokesmen sent
out a press release stating that the launch
was postponed to the first quarter of the
financial year 2016– 2017.Later, in July, a
PIL filed in the Supreme Court by an NGO
called the Centre for Public Interest
Litigation, through Prashant Bhushan,
challenged the grant of a pan-India licence
to Jio by the Government of India. Beta
launch The 4G services were launched
internally to Jio’s partners, its staff and
their families on 27 December 2015.
Bollywood actor Shah Rukh Khan, who is
also the brand ambassador of Jio, kick-
started the launch event which took place
in Reliance Corporate Park in Navi
Mumbai, along with celebrities like
musician A R Rahman, actors Ranbir
Kapoor and Javed Jaffrey, and filmmaker
Raj Kumar Hirani. The closed event was
witnessed by more than 35000 RIL
employees some of whom were virtually
connected from around 1000 locations
including Dallas in the US.
 COMMERCIAL LAUNCH
The company commercially launched
its services on 5 September 2016.
Within the first month, Jio announced
that it had acquired 16 million
subscribers. This is the fastest ramp-
up by any mobile network operator
anywhere in the world. Jio crossed 50
million subscriber marks in 83 days
since its launch, subsequently crossing
100 million subscribers on 22
February 2017. By October 2017 it had
about 130 million subscribers. ‖The
idea of Jio was first seeded by my
daughter, Isha, in 2011. She was a
student at Yale (in the US) and was
home for holidays. She wanted to submit
some coursework and she said, ’Dad, the
internet in our house sucks’,‖ Mukesh
Ambani recalled lately in press. On 5 July
2018, fixed line broadband service
named Giga fiber, was launched by the
Reliance Industries Limited’s chairman
Mukesh Ambani, during the company’s
Annual General Meeting
 ORGANISATION

Jio is owned by Reliance Industries and is headquartered in Mumbai

The Key Executives are:

Mukesh Chairman
Ambani

Pravir Kumar CEO

Rajneesh Jain CFO

, Sanjay Managing
Mashruwala Director

Akash M. Director
Ambani
PLANNING AND MARKETING STRATEGY

R eliance Jio Infocomm Limited

revolutionised the telecom
sector. The scenario of Indian
telecom market before JIO
entered it was: There were
more than 1 billion mobile users
in India, out of which only 34%
were connected to the internet.
Only 12% from these 1 billion
used 3G data or above Then
came Jio which took the market
by storm by offering Data
Centric plans and free
promotional data. The success of
Jio can be mainly attributed to
its clear operational planning
which can be summarized into
five distinct steps: Once the fibre
optic network is laid down, the
cost of operating is not very
huge. On the contrary, the
network can be at minimal cost;
therefore the only focus was to
get more internet users.
 PROMOTIONAL STRATEGY
Jio had appointed 50 customer
acquisition and relationship
managers who are hiring teams to
target to sign up 1 million users
each in the first two months.
Mukesh Ambani thought ―globally
consumers pay for either calls and
texts, or data- they do not pay for
both‖ Based on this promotional
strategies adopted by Jio are given
below:With every Reliance Jio sim,
regardless of the packages, the
following are absolutely
free:Unlimited free voice calling to
any other network, any other
number (local and STD) No roaming
charges, same price is applicable all
over India Jio applications will
provide Internet surfing, music
movies, programs free of cost.
 SWOT Analysis

S WOT Analysis is a well-established

technique for the audit and
analysis of the overall strategic
position of a business and its
environment. Its key purpose is to
identify the strategies that will
create a specific business model
that will best align an
organisation’s resources and
capabilities for the achievement of
its objectives in the environment
in which it operates. SWOT is an
acronym for :- and By definition,
Strengths (S) and Weaknesses (W)
are considered to be internal
factors over which there is some
measure of control. Opportunities
(O) and Threats
(T) are considered to be external
factors over which there can be
essentially no control.
Sample Size :
Sample size refers to the numbers of
respondents researcher have selected
for the survey. I have selected 50
sample units from market and
individual customers. Strengths of
Reliance Jio it an upper hand over its
competitors. The following are the
strengths of Reliance Jio:
• Strongest Customer Acquisition strategy –
Reliance Jio probably has the
best customer acquisition strategy
till date. The brand offered their
services for free for 3-6 months to
all their users.
which is one of the world’s best
technologies for the future. This is
supported by Voice over LTE which
 makes it scalable and supportive of
5G and 6 G technologies which are
expected to be the future in
wireless communication.
• Strong customer base-Jio boasts of a
whopping 100 million subscribers in
the first 170 days of its launch a
record which no other provider has
been able to register. campaigns
are lively and are targeted at
millennial which proved a winning
strategy. Fast and wide network-
Reliance Jio has a presence in all
22 telecom circles in India and is
known to be a robust and fast
network with fewer connectivity
issues. popular among the masses,
even in rural areas and pave way
for future growth. It would also
boost the brand Reliance Jio.
Weaknesses of Reliance Jio \
improvment.
•Late entry into the market-
Reliance Jio has made a late foray
into the market which already had
established players like Airtel and
Vodafone who had occupied a
place in the minds of the ustomer.
•Activation Issues-Reliance Jio faced
numerous gestation issues on such
were delays in SIM Card activation
during the period that followed its
launch. High dependency on data-
Reliance Jio is highly dependent on
data charges since call charges are
free.

• Pricing Controversies - Reliance Jio

was criticised for having lowered its
prices beyond what was ethical to
 penetrate into the market and this
stirred allegations like corruption
and money laundering against
them. Too many freebies-Reliance
Jio currently offers many services
for free and this was one reason for
share increase in sales. Poor data
connection-The data connection is
many times poor from Reliance Jio
and the range is less, causing slower
loading speeds in selected regions.
• Issues in calls- There were several issues
with calls from and to jio sims and lyf
smartphones. Will not support 3G- 3G
was in common use during the launch of
Reliance Jio. It did not support 3G.
• Opportunities of Reliance Jio
pportunities are classified as
external elements that the
entity can capitalise on or use to
its advantage to achieve its
goals. These arise when an
organisation can take benefit of
conditions in its environment to
plan and execute strategies that
enable it to become more
profitable. Future driven
technology -Reliance Jio uses
VoLTE 4G network which is
scalable to accommodate 5G
and 6G technologies. This offers
numerous avenues to Jio or
future expansion of bandwidth.
• Apps- Reliance Jio has VoLTE which
• has a lot of scope in terms of band-
width. Thus they can offer apps to
customers which are chargeable
 or even free initially and pay per
use later. Competitive Pricing
Strategies-Reliance Jio prides itself
on being a low- cost Internet
service provider and mobile
operator.Expansion to other
countries- Currently Reliance Jio is
operational only in India. There is,
however, a lot of scope for
expansion to foreign countries at
least in the neighbouring regions.
Data for billion people-The core
opportunity is data and speed of data.
Millennial are hugely involved in various
platforms. The government push for
digitisation is making data a necessity rather
than privilege.Smartphones- Smartphones are
becoming hugely popular. Affordable
smartphones are a huge opportunity for boosting
the brand. Focus on customer service and MNP-
More focus on customer-based services and
Mobile Number Portability can increase the
inflow of new customers and persuade customers
to prefer Jio over other operators. Partnerships
and collaborations-Partnering with digital
entrepreneurs accelerate their growth but also
give them opportunity to form strategic
partnerships. Focus on 3G customers also-Now,
Jio benefits 4G users only, so they have
opportunity to concentrate on 3G users also to
increase the number of customers.Threats of
Reliance Jio Tjeopardise the reliability and
profitability of the organisation’s business. These
external factors could gravely affect the success
of the business venture. Risk of loss of customers-
Customers prefers Jio primarily because of the
low prices that they offer. At a stage when the
company increases its price there may be a loss of
customers. Customer loyalty is a challenge.
• Removal of free services- Jio currently is
associated with a lot of freebies.
Once these are removed there may be
a drop in sales for the company.
• Criticism and negative image - Reliance
Jio has been embroiled in a lot of
controversies from the time it was
started. These have resulted in a
negative brand image for the
company. Technology-Technology
is always a threat for any
technology-driven business field.
Technology up gradations is fast
and capital intensive. Telecom
sector is witnessing 5G and 6G up
gradations. Pricing advantage is
not a long-lasting strategy.
• Mergers and collaborations of
competitors-The biggest telecom merger
between Vodafone India and Idea
Cellular happened after the launch
of Jio. Airtel and Vodafone-Idea are
likely to team up in the optical
fibre space.
 DATA Analysis
8.1 Source for data collection

The purpose of the methodology is to

design the research procedure. This
includes the overall design, the
sampling procedure, the data collection
method and analysis procedure.
Marketing research is the systematic
gathering recoding and analysing of
data about problem retaining to the
marketing of goods and services.
The essential purpose of marketing
research is to provide information,
which will facilitate the identification
of an opportunity of problem situation
and to assists manager in arriving at
the best possible decisions when such
situations are encountered.
Basically there are two types of
researches, which according to their
applicability, strength, weaknesses,
and requirements used before
selecting proper type of research, their
suitability must be seen with respect
to a specific problem two general
types of researches are exploratory
and conclusive.
Scope of study
This study covers the mindsets of
customers about Reliance Jio in the areas
of Baijnath. The study makes efforts to
ascertain in the satisfaction level of
customer of reliance jio. Through servey
so that company would be able to come
up to the expectatioon level of its
customer. The company can come up to
the expectation only by finding out the
problem that customer are facing during
their purchase of Reliance Jio.
 The subject has been taken for the
research as it plays key role in the success
of telecom sector.

Sampling Technique :

The sample design provides information

on the target information and final
sample sizes.

Sampling area :

While collecting sample i communicated

to Jio customers face to face, I used social
media platform conduct survey gathered
information .
 DATA COLLECTION DATA :

I have used Questionnaire, as the

research instrument to conduct the
market survey. Questionnaire consisted
closed ended questions design in such a
way that it should gather maximum
information possible. The Questionnaire
was a combination of 15 questions. If
choices are given it is easier for the
respondent to respond from the choices
rather they think and reply also it takes
lesser time. Data was collected through
two sources : Primary Source: Primary
data was collected directly from the
customers through a questionnaire.
Secondary Source: The Secondary source
was the company website and other news
relating to company in last 5 years
 Gender
No. of males and Females

No. of males and Females

25
25
Female
Male

Question 1 : Since when you are using Jio ?

Since when you are using Jio ?
 Question 2: Are you using any other service
provider than Jio ?

Are you using any

other services
provider than
Jio ?
Question 3 : Why did you choose this service
provider ?
Why did you choose

this service

provider?
Question 4 : Have you called
anytime at customer care ?

Have you called

anytime at
customer care ?
Question 5 : How much satisfied with the data
services of Jio ?

How much satisfied with the data

services of Jio ?
Question 6 :
How you get to know about Jio ? (Awareness on
Jio)
 AWARENESS

MARKETING STRATEGY ON JIO

Question 7 : Jio provides faster internet speed

than other
services.
 Jio provides faster Internet
service than other
services

MARKETING STRATEGY OF JIO

Question 8 : Do you think Jio will boost

India's telecom sector ?
 Do you think Jio will
boost India's telecom
sector ?

Question 9 : Rank Jio in term of quality of service

on scale of 1 to 5 ?
 Rank Jio in term of quality
of service on scale of 1 to
5?

Question 10 : Which company will be Jio

tough competitor ?
Which company will be
Jio tough competitor
?
Question 11 : Are you currently a Jio
customer ?

Are you currently a Jio

customer ?
 Question 12 : What are the problems you are
facing as a Jio user in
your current network?

What are the problems you are facing as a Jio

user in your current network?
 Question 13 : How would you rate the network
service of Jio ?

How would you rate

the network service of
Jio ?

Question 14 : Which plan under Jio are you

currently using ?
Which plan under Jio are you
currently using ?
 Question 15 : Overall performance of Jio ?

Overall performance of Jio ?

Secondary DATA :
 FINDINGS

Majority of the Reliance Jio

1.

customers are aware about the

services through the Internet.
Majority of the Reliance Jio customers
2.

are satisfied as per satisfaction level of

the network availability. As per the
above research done majority of the
Reliance Jio customers are neutral as
per satisfaction level of the calling
quality.
Reliance Jio customers are
3.

satisfied as per satisfaction level of

the data connection.
Research done majority of the
4.

Reliance Jio customers are very

satisfied as per satisfaction level of
the price.
 As per the above research done
5.

majority of the Reliance Jio

customers are unaware about the
future products of Reliance Jio.

6. It has to face huge competition from its

competitor.

7. Reliance jio is becoming more customer

friendly than other competitors

8. Jio Plans is affordable for all the classes of

people
 SUGESTIONS
To launch special schemes for the students

To maintain price level customer friendly.

To build customer friendly services.

To work on customer care services.

To provide the services in remote areas.

To provide services as per

the customer expectation.

Maintain the plans and network quality.

Increase the reachability towards the remote

areas.
 LIMITATIONS
Reliance is a massive company, and so are
the scales of business strategies employed
by the company. We have conducted
further research and identified where
Reliance could have improved Jio’s
business strategy. So let’s go through the
business strategy of Jio.
Market entry:
The market entry “strategy” did not work
out well, as expectations were high for
Reliance Jio due to its late entry and on the
other hand Breaking established and strong
opponents like Airtel and Vodafone with
descriptive technology grounded into the
hearts of customers was not less than a
“herculean task”.
Consumer loss:
Withdrawal of free services brought a
downfall in its users. The decline of the
customer base for Reliance Jio in 2019 was
mainly due to the start of charging
customers for voice calls. According to TRAI,
there were almost 87 million inactive users.
Anyhow now it has offered a free voice call
around domestic places.
Customer complaints: 
In December 2019 Reliance Jio made a joint
venture with JioMart.
JioMart is an Indian online grocery delivery
service. A joint venture means two individual
firms join together to gain positive synergy.
Hence both advantages and disadvantages
are supposed to be faced by both firms.
The customers expect different things from
joint ventures and when the level of
expertise is not met with the investment it
eventually brings downfall with an increase
in disappointments. The JioMart customer
faced issues relating to a dissatisfied
customer base, quality of the product, and
prepaid orders but not delivered leaving a
bad impression when addressed over a social
platform like Twitter.
If you want to know more about Jio and
discover things you didn’t know about your
telecom operator- Reliance Jio, then we
suggest you check out this video to gain an
understanding of how Jio become one of the
top telecom operators in India.
1.
 CONCLUSION
Reliance Jio Infocomm Limited, known
as Jio, is an Indian mobile network
operator. Owned by Reliance
Industries and headquartered in
Mumbai, Maharashtra, it operates a
national LTE network with coverage
across all 22 telecom circles. Jio does
not offer 2G or 3G service, and
instead uses voice over LTE to provide
voice service on its network. The
launch of Reliance Jio has caused a
revolution in the telecom industry.
Now, Jio claims to be the world’s
largest data network, based on mobile
data consumption. In this project, a
complete analysis of the upcoming of
Jio and its sudden success story was
looked into.
 BIBLIOGRAPHY

1. “Training and Development –

Study on Reliance Jio”,
www.Sgsrjounals.co.in
2. Reliance Jio SWOT
Analysis, competitors &
USP, www.mbaskool.com
3. “SWOT Analysis”,
www.managementstudyguide.com

4. “Reliance Jio Infocomm Ltd”,

https: //www.slideshare.net

5. Greg Farrell, Matt Robinson and

Bhuma Shrivastava, 23 April 2018,
”Is Jio
6. www.ndtv.com

7. Tanya Dagan et. al., ”Effect of Reliance Jio