SIP Report on Customer Acquisition and Retention for Reliance Jio,By Faijan Mustafa.pdf

A SUMMER INTERNSHIP PROJECT (SIP)
ON
“Customer Acquisition and Retention for Reliance Jio. A Study in
Bhubaneswar”
Under the guidance of:
Submitted By: -
Mr. Faijan Mustafa
IBS21PGDM009
In partial fulfilment of the requirement for the award of the degree of
Post Graduate Diploma in Management (PGDM)
At
Innovation - The Business School
MouzaTarakai, Muktapur, Khordha
Pin- 752055, June – July & 2022
External Guide
Mr. Amiya Ranjan Hota
Store Manager (My Jio)
Saheednagar,Bhubaneswar.
Internal Guide
Mr. Monu Lal Rajak
Asst. Prof. (Marketing)
Innovation - The Business School
Khordha, Odisha

ACKNOWLEDGEMENT
I feel it great pleasure to work under the guidance of Mr. Amiya Ranjan Hota
, Store manager,My Jio Store ,Saheednagar ,Bhubaneswar for his whole-
hearted and invaluable guidance throughout my project. Without his sustained
and sincere effort, this project would not have taken this shape. He encouraged
and helped me to overcome various difficulties that I faced at various stages of
the project.
I would also like to sincerely thank my lovable professor & internal guide Mr.
Monu Lal Rajak, Faculty of Marketing at Innovation - The Business
School, Khordha, Odisha who is a person of rich academic experience; for
giving direction as a true mentor and providing all necessary tips, advice and
many facilities that led to the successful completion of my project report.
I would like to thank all faculty members of Innovation -The Business School,
for their guidance and direct or indirect support in this project work.
I must acknowledge the various resources in person - academic as well as
industry and, different resource facilities. Finally, I am forever indebted to my
friends and family members for their support as well as understanding and
encouragement when it was most required.
Faijan Mustafa
(IBS21PGDM009)

DECLARATION
I hereby declare that the subject matter of this project work entitled “Customer
Acquisition and Retention for Reliance Jio” is the record of work done by me
that the content of this project has not been submitted in any institution for
award of any previous higher degree to the best of my knowledge. Where other
sources of information have been used, they have been acknowledged. This is
being submitted to Innovation-The Business School, Odisha for the degree of
Post Graduate Diploma in Management ( PGDM).
FAIJAN MUSTAFA

Innovation-The Business School
Muktapur, Khurda - 752055
BONAFIDE CERTIFICATE
This is to certify that the Project Report titled “Customer Acquisition and
Retention for Reliance Jio”,is a bonafide work carried out by Mr.Faijan
Mustafa of PGDM of Innovation-The Business School, Khurda, Odisha as a
fulfillment o f the requirement for the award of the PGDM degree.
He has worked under my guidance and satisfactorily completed his project
work.
(Signature of the Internal Guide)

PREFACE
This project report attempts to bring under one cover the entire hard work and
dedication put in by me in the completion of the project work on CUSTOMER
ACQUISITION AND RETENTION FOR RELIANCE JIO.
I have expressed my experiences in my own simple way. I hope who
goes through it will find it interesting and worth reading. All constructive
feedback is cordially invited.

TABLE OF CONTENTS:
SL No. CONTENTS PAGE No.
1
Overview Of the Company
1.1 Introduction Of Telecom
1.2 Company Profile
1.3 History
1.4 Jio Products And Services
1.5 Business Focus, Mission & Vision Of
Reliance Jio
1.6 SWOT Analysis
1-16
2
Overview Of The Topic
2.1 Customer Acquisition And Retention
For Reliance Jio
17-26
3 Literature Review 27-30
4
Research Methodology
4.1 Objective of Study
4.2 Scope of Study
4.3 Source For Data Collection
4.4 Sampling Technique
4.5 Data Collection Tool
31-34
5 Data Analysis & Interpretation 35-47
6 Findings, Suggestion, Limitation & Conclusion 48-50
7 References 51
8 Annexure 52-53

1 | R E L I A N C E J I O
1.1 INTRODUCTION OF TELECOM
After the globalization of India economy in 1991 the
telecommunication sector remained one of the most happening sectors in
India. The recent years witnesses rapid and dramatic changes in the field of
telecommunications. In the last few years more and more companies both
foreign, domestic, come into cellular service, service market and offers large
number of services to the people. A consumer may be referred to anyone
engaged in evaluating, acquiring, using or disposing of services which he
expects will satisfy his wants. If any producer makes out the marketing
programmer ignoring the consumer preferences, he cannot possibly achieve
his ultimate objectives. A manufacturer must plan his production and
distribution to suit the consumer’s convenience rather than his own. Therefore
a marketer must know more and more about the consumers, so that the
products can be produced in such a fashion to give satisfaction to them. In the
year of 1989, the number of cell phone users in India was zero. In the year of
1999 the number of cell phone users has gone up by 13 lakh. In the year of
2000 the number of cell phone users has risen by one million. Indian telecom
sector added a staggering 227.27 million wireless mobile users in the 12
months between March 2010 and March 2011, while the overall tele density
has increased to 81.82% as of 30 November 2015, and the total numbers of
telephone phone users (mobile & landline) have reached 1009.46 million as of
May, 2015. Telephone subscriber (mobile & landline) is 1058.01 million (May
2016).Now current year Telephone subscriber (mobile & Smartphone) is 1.2
billion (jun2021) out of them 750 million are Smartphone users. The company
is reconfiguring to meet the growing demand for mobile services. It will
differentiate our mobile services from our competitors through ongoing
investment in technology, distribution and customer services, providing both a
great customer experience and competitive value.

1.2 COMPANY PROFILE
Headquarter
Navi Mumbai, Maharashtra, India
Formally called
Reliance Jio Infocomm Limited
Type
Subsidiary
Industry
Telecommunication
Key people
Akash ambani (Chairman)
Pankaj mohan pawar (Managing Director)
Ram kumar (Head Of IT)
Abhishek kumar (CSO)
Products
Mobile Telephony,Broadband,Wifi,Router,4g Data
Services, Jio Apps
Revenue
Rs.90,287 crore
(US$12 billion)
(FY 2020-21)

Net income
Rs.12,035 crore
(US$1.6 billion)
(FY 2020-21)
Total assets
Rs.305,965 crore
(US$40 billion)
(FY 2020-21)
Parent
Reliance Industry
Founder
Mukesh Ambani
Founded
2010,12 Years ago
Subsidiary LYF
Website
www.jio.com.
Reliance Jio Infocomm Limited or Jio is an LTE mobile network
operator in India. It is a wholly owned subsidiary of Reliance Industries
headquartered in Navi Mumbai, Maharashtra that provides wireless 4G LTE
service network (without 2G/3G-based services) and is the only 'VoLTE-only'
(voice over LTE) operator in the country which lacks legacy network support
of 2G and 3G, with coverage across all 22 telecom circles in India. The
services were first beta-launched to Jio's partners and employees on 27

December 2015 on the eve of 83rd birth anniversary of late Dhirubhai
Ambani, founder of Reliance Industries and later services were commercially
launched on 5th September 2016.
Reliance Jio Infocomm Limited, more popular known as Reliance Jio,
recently shot to news when Mukesh Ambani announced the ideas and plans of
Jio which shook the industry. Share prices of Airtel, Vodafone, and Idea fell
considerably when the launch of Jio was made. Though the LYF phones and
Jio sim had already started doing the rounds through preview offer, this was
the first proper launch event that took the industry by storm.
1.3 HISTORY
In 2005, Reliance Industries Limited split and there was one major
de-merger of note for Mukesh Ambani. His dream project- Reliance Infocom
became a part of Anil Dhirubhai Ambani Group. Mukesh Ambani went on to
acquire Infotel Broadband Services Limited & he bought to 96% stake in
IBSL for Rs.4800Cr. . The company was the only successful bidder for pan-
India 4G network. Reliance then worked on establishing base for high-speed
optical fibre 4G networks. It is actually capable of much more than 4G. Then
slowly and steadily, LYF phones made foray into the market with Jio preview
offers. Free unlimited data for 3 months and free voice calls and sms was the
way they entered the market. LYF phones seemed a decent deal, but it was Jio
sim that caught people’s eyes.
The 4G services were launched internally on 27 December 2015.The
company commercially launched its 4G services on 5 September 2016,
offering free data and voice services till 31 December, which was later

extended till 31 March 2017. Within the first month, Jio announced that it had
acquired 1.6 crore (16 million) subscribers and has crossed 5 crore (50
million) subscriber mark in 83 days since its launch, subsequently crossing
100 million subscribers on 22 February 2017. By October 2017, it had about
13 crore (130 million) subscribers.
1.4 JIO PRODUCTS AND SERVICES
 Jio 4G BROADBAND
Jio 4G Broadband is one of the game-changers. The destructive idea that
RJIL has proposed, has shook the market. With Jio 4G broadband, people may
be able to access high-speed broadband for as low as Rs. 50 per GB. With
2300 Hz spectrum for 4G all over India- 22 circles, and 800Hz and 1800Hz
spectrum for 4G in 10 and 6 circles respectively, Jio has it all covered. The
licenses are valid till 2035. With 250,000 km of fibre network across the
country, it is supposed to be the fastest and the widest network with least data
drop. With Jionet Wi-Fi, it can be used to transmit Wi-Fi in homes and offices
at affordable prices.

 LYF Smartphone
Jio had earlier tied up with Intex for providing handsets with 4G VolTe
technology all over the country. They manufactured several models low on
cost and high on features- ready for the next level of 4G and voice telephony.
However, they soon decided to launch their own brand of phones. They named
the range as Lyf phones. The names have been consistent with the models
such as Water 1, Water 2, Flame 1, Flame 2, Wind, Earth, among others.
At present, the company offers more than 15 handsets with varying range
of features. They are mostly made in China phones repackaged as Lyf phones.
They come with a Jio preview offer, prior to September 5, the only way to get
access to a Jio Sim.

 Jio-Fi Router
LYF-powered Jio-Fi is a portable broadband device brought to you by
Reliance Digital. Jio-Fi device allows multiple users and mobile devices to
access Jio's 4G high-speed internet connectivity and create a personal Wi-Fi
hotspot. The LYF-powered Jio-Fi device can connect a minimum of 10
devices + 1 USB connection, with some models having the ability to support
many more connections.
 Jiophone

Jio phone is a line of feature phones marketed by Jio. The first model,
released in August 2017 (with public pre-orders beginning 24 August 2017),
was positioned as an "affordable" LTE-compatible feature phone. It runs the
kaios platform (derived from the defunct Firefox OS), and includes a 2.4-inch
display, a dual-core processor, 4 GB of internal storage, near-field
communication support, a suite of Jio-branded apps (including the voice
assistant hellojio), and a Jio-branded application store. It also supports a "TV
cable" accessory for output to an external display.
In July 2018, the company unveiled the jiophone 2, an updated model in
a keyboard bar form factor with a QWERTY keyboard and horizontal display.
Jio also announced that Facebook, whatsapp, and youtube apps would become
available for the two phones.
 Jiophone Next
On 24 June 2021, Mukesh Ambani announced the launch of jiophone
Next. It is a fully-featured Android Smartphone co-developed with Google as

part of its long-term partnership. The budget Smartphone was launched in
India on 4 November 2021.
The Jio Phone Next will be run by the indigenously built Pragati OS based
on Android Go Operating System. This phone is classified as an entry-level
phone and is aimed at replacing feature phones and providing basic
Smartphone services efficiently at low specifications.
 Jio apps
Jio Apps- announced free till 2017, are one of the major ideas of
investment of RJIL. With subscription-based apps across various categories-
all in beta phase so that they can be tested and more content can be added
easily, they have a base to get large numbers of users through these apps
alone. At present, the following apps are available in beta phase only for Jio
sim users (although anyone can download, it requires Jio sim to use them),
 JioTV – live TV services
 JioCinema – just like Netflix, a video library.
 JioChatMessenger – like Whatsapp, a messenger service for Jio users.

 JioMusic – music player and subscription model.
 JioJoin- Volte Phone Simulator
 JioMags- Magazine reader and subscriptions
 JioXpressNews – News and daily events
 JioSecurity – Security app
 JioDrive Cloud storage app
 JioMoney Wallet – like Paytm and Airtel money.
 Branding and marketing
ON December 24, 2015, bollywood actor Shah Rukh Kahn was appointed as
jio’s brand ambassador.

1.5 BUSINESS FOCUS
Reliance’s vision for India is that broadband and digital services will no
longer be a luxury item. Rather, Reliance envisions an India where these are
basic necessities to be consumed in abundance by consumers and small
businesses alike, as much in far-flung villages as in our largest cities. The
initiatives are truly aligned with the Government of India's ‘Digital India’
vision for our nation.
Affordable Devices: Jio has worked with all the leading device
manufacturers of the world to ensure availability of 4G LTE smart phones
across all price points – from ultra-premium models on one hand, to entry
level models on the other.
Digital Communication: The application Jio4GVoice brings the 4G
communication suite to all smart phones. With its RCS (Rich Communication
Services) features like Enriched calling, Chat, File share and Unified
Messaging, it redefines the calling and messaging experience. It also enables
Jio’s cutting edge voice and video call service on non-volte smart phones.
Digital Currency: Jio envisions a new India which will use digital currency
instead of paper money for a more secure and convenient way to transact. Jio
Money, Jio’s digital currency and digital payments business, will play a
crucial role in this by offering a platform for ubiquitous, affordable and secure
digital payments.
Jio Drive: Micro and small businesses will soon have access to cutting-
edge cloud storage technologies which were once affordable to big companies
only, giving them a new edge to compete on a global landscape. Jio Drive is
an application that brings powerful cloud capabilities to every Smartphone.

Using Jio Drive, anyone can store, sync and share any content between their
own devices and also with their friends.
Digital Education: Teachers and students from far flung areas can connect
with each other, crowd-source knowledge and adapt new age learning
techniques and thus lift the level of education to a completely different plane.
Digital Healthcare: Expert medical advice would be available anytime,
anywhere - with medical practitioners able to grow their practice without
constraint, and provide quality of life to the crores that make up our country.
Digital Entertainment and social connectivity: Jio Chat is a powerful
communication application that integrates chat, voice, video calling,
conferencing, file sharing, photo sharing and much more. Jio Play enables
users to watch HD TV anytime, anywhere on any device, from hundreds of
channels, across categories and languages. Jio Beats is a premier digital music
streaming service that gives instant access to millions of songs and crated
playlists. Jio Mags and Jio News provide access to the most popular collection
of magazines and news from leading publishing houses across multiple
languages.
Digital Entrepreneurship: Jio is building is a powerful platform on which
a range of rich digital products and services can be enabled - digital currency,
digital commerce, digital education, digital healthcare, e-governance, Smart
Cities, M2M and the Internet of Things. It does not matter whether these
services are created by Jio itself, its ecosystem partners or anyone globally.
Reliance is committed to the principles of Net Neutrality.

MISSION STATEMENT OF RELAINCEJIO
Reliance’s mission is:
• To provide the best and most value-adding advice within investor relations,
financial communications, media relations, crisis communications, issues
management and CSR reporting
• To be an independent sparring-partner and to provide excellent advice for
our clients in connection with IPOs, ECM and M&A transactions, corporate
governance-related issues as well as in connection with preparations of
contingency communications plans regarding public takeovers
Reliance’s activities shall be of benefit for both our clients, collaboration
partners, employees and shareholders.
VISION STATEMENT OF RELIANCE JIO
“We will leverage our strengths to execute complex global-scale projects to
facilitate leading edge information and communication services affordable to
all individual consumers and businesses in India. We will offer unparalleled
value to create customer delight and enhance business productivity .We will
also generate value for our capabilities beyond Indian borders and enable
millions of India's knowledge workers to deliver their services globally.”

1.6 SWOT Analysis - Reliance jio
Strengths:-
 LOW tariff
 Wide network
 Brand name
 5G ready network
 Innovative technology i.e. 4G LTE services along with VOLTE
 Pan India presence
 Myriad of application for all daily needs
Weakness:-
 Network is nascent stage
 Highly dependent on data consumption
 Not easily compatible with 3G handsets
Opportunities:-
 Data consumption is increasing due to the advent of smart phones
 People need high speed data

Threats:-
 Highly competitive market
 Saturated market
 Price sensitive customers
 Government regulations
 Low switching cost of customers
 Existing competitors have a strong presence, and a loyal customer base,
which would be difficult to address to.
SWOT Analysis – Airtel
Strength:-
 Very reliable and strong network
 Extensive infrastructure in the country
 Airtel is one of the largest cellar service provider in India ,with over
260million subscribers
 High brand visibility of Airtel
 Strong advertising
 Airtel stores ,kiosks ,sponsorships etc have boosted the brand presence
world wide
Weakness:-
 High tariff
 voLTE technology not there
Opportunities:-
 Fast expanding cellular market can be tapped by Airtel

 Untapped rural market
Threats:-
 Highly competitive market
 Saturated market
 Price sensitive customers
 Government regulations
 Low switching cost of customers
 Low tariff’s offered by competitors
Airtel vs Jio – Prepaid
CATAGORY AIRTEL JIO
 Unlimited call plans Yes Yes
 No of plans in prepaid (unlimited call) 23 23
 4g data options 3 4
 No. Of content apps 4 12
 Plans other than unlimited calling Yes No
 Add-ons for prepaid plans Yes Only for data
 Price of all plans High Low
 Average 4g data speed 7.9 Mbps 21.1 Mbps
 Market share in India 31% 35%
 Airtel has introduces few plans in 4g category but are costly in
comparison to jio 4g data plan.
 Jio 4g plans are better than the airtel prepaid plans.

2.1 CUSTOMER ACQUISITION AND RETENTION FOR
RELIANCE JIO
 What is customer acquisition?
Customer acquisition is one of the most-talked-about concepts in
ecommerce because every business needs customers in order to succeed.
Traditionally, customer acquisition is associated with expensive, unsustainable
practices like aggressive advertising budgets or deep discounting strategies.
But, customer acquisition is more than that, and it can be achieved
strategically to get customers to stick around after that first purchase.
“Customer acquisition is the process of bringing new customers or clients
to your business. The goal of this process is to create a systematic, sustainable
acquisition strategy that can evolve with new trends and changes.”
According to Hubspot, customer acquisition aims to be sustainable over
time; we couldn’t agree more. It is a crucial step in creating customer loyalty
for every business because you can’t have loyalty without having customers in
the first place. As obvious as these sounds, many brands struggle to find a
balance between these two goals; in reality, acquisition is the first step in
creating loyalty.
 Customer acquisition process:-
Following are some important customer acquisition process are as
follows:-
 Knowing who your potential consumers are is the first step. Before you
sell out your product, determine which group your potential buyers fall
into and work appropriately. Knowing your clients’ wants, what they

require in a product, and other features of your target customers are all
part of this process. Finding the proper customers and learning how to
get them will also be part of this process.
 Participate in the steps that will lead to the achievement of the goals.
Conduct research, conduct surveys and get in touch with your target
audience or clients to determine what they require. There’s a good
probability that new visitors to your website will become potential
buyers.
 Make sure you have the correct people working for you. Running a
business necessitates assembling the ideal team who will devote their
time and effort to achieving your objectives. Make sure there isn’t
anyone on your team who is a bottleneck. Your team should include
people that are responsible, better communicators, and can work in a
variety of departments.
 Knowing how to determine the cost of acquiring a new customer.
When it comes to running a business, you should understand how to
calculate customer acquisition costs. To recruit new clients, the process
necessitates a significant financial investment. The total cost of
acquiring a customer, including sales and marketing costs, is calculated
using the customer acquisition cost formula. Then its split by the total
number of new consumers obtained within that time period.
 Benefits of customer acquisition:-
There are several advantages to customer acquisition that one should be
aware of. Customer acquisition is critical for creating a firm and developing a
foothold in the market, from bringing in new clients to increasing revenue.
 Helps Businesses Increase Sales

The main aim of getting new buyers to any business is to increase sales
of its products. The reason why you see many adverts and promotional
activities going on is the search for profits. Having a business without profits
is like running a non-profit organization, which is not the main reason for
starting a business.
Acquiring new clients makes a company make more sales, which also
increases the profit margins. When you get new customers, they also come
with their purchasing power. This situation means if you were getting fewer
profits before their arrival, your margins would go up after the new
acquisition.
 Increases Brand Awareness
One of the main reasons people advertise to get new clients is to
increase brand awareness. For example, if your brand is in one geographical
area, you will do your best to get it into another region. The activities involved
in advertising the product and promoting it to new clients make the brand
known in many areas, bringing in more profits. Brand awareness helps your
business scale up in new places, increases sales and market share improves
brand perception among the target market, and enables it to acquire the
audience data. To get this brand awareness initiative to work, you need to gain
more clients through different promotional means.
 It Helps Maintain a Business
At one time or the other, businesses lose clients. Either they shifted to
competitors, changed on using the products, or maybe they passed away. For a
company to be safe from such, it needs to be acquiring new customers to
create a balance of the existing and absent. When your business fails to find
new customers, it ends up losing profits and eventually starts running at a loss.
The reason is that the customer’s number will continue diminishing if no

effort gets affected to attract fresh buyers and retain the existing ones.
Constantly searching for new clients helps your business remains in the
market, even if some exit or pass on. Your business will still be making profits
and sales regardless of the situation. That is one main reason why we have
significant companies surviving for that long. Those that didn’t get into
acquisition struggled and failed along the way.
 New Customers Help Grow Your Business
Other than profits and sales, new customers will help you grow your
business. How is this so? Through purchases, suggestions, feedback, and
reviews, customers will, one way or the other, be part of your business growth.
Without them, your business may stagnate or fail to continue at all. Customers
will inform you how your business is doing; they will appoint mistakes and
come with crucial information from all types of competitors, which will
improve or make your business run better. Most companies have come up with
new products because clients who used to get such products from other
companies suggested them. If your business can capture new clients, it can
innovate and develop new products as per the new client’s suggestions.
 New Customers Help Expand your Business
What happens when you get many new clients than you need? Do you
chase them away or expand your company? Of course, you extend your
business. That is one importance of acquisition. It helps your company
develop to the next level. For example, if you were manufacturing 100 pieces
of specific products in a day and then getting additional customers than you
can produce; your company will find ways to increase production. This
process will involve acquiring new machines, expanding the premises,
bringing modern, large capacity machines, etc. By doing so, you end up
having a larger company that you started. Most of the businesses you see

around started small. However, due to the acquisition of customers, they had
to expand to accommodate the demand.
There is only one paramount importance of acquisition: to have more
customers, increase sales, and make more profit. The act of making more
profit makes other functionalities as expansion and creates more products to
rise. If you are new to any business and you will want to grow, start by
acquiring new clients for your business. There are many ways of doing so,
depending on your enterprise.
 Meaning of Customer Retention
Customer retention is the ability of an organisation to withhold its
customers for a long time. It encompasses all those activities which reduce the
customer’s defection rates of business. Higher customer retention rates means
that companies are able to retain their customers for a long time. It increases
the overall profitability of the business by making less effort.
Customers Company is able to keep till the end in relation to the number of
customers it had at starting of specific business period.
The main aim of customer retention programs and activities is to ensure that
customers may continue to buy the company products and services for the
long term. It focuses on improving the loyalty of customers towards the
business so that long term relationship can be established.
It pays attention to the needs of existing customers of the business to serve
them better. Customer retention process starts with the moment the customer
first interacts with business and continues throughout the lifetime of his
relationship with business. It also reduces the promotional expenses as if the

company is able to retain the sufficient number of customers then it will not
target much on new customers.
 Importance of customer retention
 Increases revenue
Customer retention has a direct influence on increasing the revenue of
the business. It enables the business to retain its customers for the long term
and develop a sense of loyalty in them.
Customers become loyal to the business and make repetitive purchases with
business. They will explore and use different products and services of the
company. Loyal customers are even ready to pay premium prices for the
company’s product. This increases the overall profitability of the business.
 Reduce promotional expenses
It is one of the important advantages of customer retention process.
Customer retention cuts down the advertisement and marketing cost of

companies. If companies are able to retain sufficient customers for the long
term then it is required to focus less on targeting new customers.
Cost of acquiring new customers is much more than the cost of retaining the
present customers. Company should focus on the needs of its present
customers to serve them better and make them loyal ones.
 Reduces competition
Competition from rival companies is one of the major challenge faced
by every company. Customer retention helps in lowering the competition
effect in market on business. Businesses are able to develop more loyal
customers through their customer retention programs.
These loyal customers do not switch to other brands easily no matter what
offers the rivalries are providing to their customers. Loyal customers are even
ready to pay premium prices for brand products. This reduces the overall
competition effect on the business.
 Provides more referrals
Customer retention increases the customer’s base by providing more
and more word of mouth referrals. It develops more number of loyal and
happy customers for the business. This customer refers the brand products to
their relatives, friends and other ones and explains all features and benefits
over others in the market.
People have strong influencing effect on their mind when their known ones
recommend them some brand. They are forced to try brand products at least
once. This way the company gets more and more referrals from its existing
customers.
 Valuable feedback from customers

It helps the companies in acquiring valuable feedback from its
customers. Through customer retention programs business are able to connect
with their customers in a better way. They develop a better level of
understanding with their customers. Customers also develop a sense of
belongingness with them and provide them with valuable suggestion and
feedback. They suggest ways how they can improve their services to improve
their customer’s satisfaction.
 Boost Employee’s Confidence
Customer retention will also affect the morale and confidence level of your
employees. If customers remain with the business for the long term,
employees feel confident that they are serving better and performing well.
On the other hand, if the business is losing its customers then its employees
will also get demoralized. They will feel that they lack abilities and skills
required thereby bring down their confidence and enthusiasm to work. It will
affect the efficiency of the business.
 Enhances Brand Image
It enhances the overall business in the market and creates its goodwill.
Customer retention helps in serving customers better and holds them for the
long term. It focuses on the specific needs of customers and attempts to make
them happy and feel satisfied.
Best customer services companies have more chances of acquiring new
customers. New customers easily get attracted to such businesses seeing their
goodwill and customer loyalty programs. By serving their customers in a
better way companies are enhancing their brand images.

 Advantages of customer retention
Various advantages of Customer Retention are as discussed below: –
1) Cheaper than Acquisition: Foremost advantage of customer retention
for every organization is that saves the cost involved in acquiring new
customers. Customer retention is five times more economical than the
acquisition process and thereby a most cost-effective method of
maintaining a customer base. Several kinds of research have been
conducted in the past which has favoured retention over the acquisition
process.
2) Loyal customers yield higher profits: Companies are able to yield
higher profits by maintaining loyal customers. These customers make
more frequent purchases and spend large in every transaction with their
brand. Loyal customers do tend to shift frequently even if their brand
raise price, they continue for long. However, every company need to be
cautious while raising their prices as end goal is lifetime revenue not
just today’s revenue.
3) More word of mouth referrals: Customer retention enable companies
in getting large amount of referrals easily. Loyal customers serve as an
important source of new business as they bring in large number of
customers by referring them brand products. Peoples get attracted
toward brand easily through referral of their friends and relatives
despite various online and mobile marketing.
4) Easy up-selling and cross-selling: Business finds it easier in up-selling
and cross-selling its products to group of loyal customers. Once people
are satisfied with the services of particular brand; they like to explore
more of its stuff. Customer doesn’t go for much analysis and
comparison of brand products while making purchase decisions if they
are assured of its quality.

5) Loyal customers are more forgiving: Another major advantage of
customer retention is that it enables in getting better co-operation from
people. Loyal customers are more forgiving and they support their
brand even if they get a poor service experience. Business get better
support from its customers in its hard times that ensure its long-term
continuity.
6) Better communication with customers: Customer retention is an
effective tool available to business for establishing proper
communication network with customer. Customer that engages with
business for long term shares their valuable feedback with their brand.
They communicate information regarding people’s demand and
expectation from business that enables it in formulating effective
policies.

LITERATURE REVIEW
Abhishek Kumar Singh and MalharPangrikar (2013) did a study
titled “A Study Report, to Find out Market Potential for 4g Businesses in
Pune”. The Report is all about “Study of market potential for 4G business in
pune” and also to know about the customer perceptions and attitudes towards
their current service provider. Satisfaction level of the customers was also
judged. The customer expectations were analyzed thoroughly. Major factors
considered in research are: what are the needs of the companies based on the
data services usage, major player in internet services, and support to
customers. The research was conducted on companies mainly from Industries
like IT, Education, Manufacturing and others which are located in Pune city. It
is clear from the survey done that Reliance & Tata are Leading Internet
service Provider; they are providing products like Data Card, Broadband etc to
the corporate end users. Most of the companies are getting internet speed form
1MBPS-4MBPS. Most of the companies are having good perception about 4
G and are willing to switch to it from their current service provider. Speed of
4G is around than 30 to 35 MBPS, is going too boom the Market. Because
majority of the companies are facing Speed problem with their current ISP.
Irfan Ullah (2012) did a study titled “A study and analysis of Public
WiFi”. The objective of this survey is to compare different technologies with
WiFi in terms of cost factor, bandwidth and performance factor, and
technology implementation factor The goal of this thesis is to analyze and
compare different wireless network technologies with as focus on availability,
number of nodes, total cost, end-user cost, vendor cost, range, reliability and
security. The goal is to compare Local Area Network Wi-Fi technology (IEEE
802.11 a/g) with mobile wireless technology like 3G, 4G and LTE.

Ayvazian, B., 2010 did a study on the other backs LTE – “Long Term
Evolution (LTE) has entered the mobile market as 3G has achieved wide
deployment by mobile operators and subscriber adoption worldwide. Mobile
broadband traffic is exploding at 100 percent per year in many markets,
largely due to the growing popularity of 3G-enabled smart-phones, laptops,
and tablet computers. To address this growing demand for mobile broadband,
the 3rd Generation Partnership Project (3GPP) standards body developed LTE
as the next logical technological step for over 4 billion mobile subscribers on
existing 3GPP and 3GPP2 networks. 7 On the one hand, LTE serves as the
evolutionary path from 3G to 4G, transforming the mobile industry by
supporting ultra-fast broadband, significantly improving the user experience,
substantially improving end-user throughputs, increasing sector capacity, and
reducing user plane latency. LTE is designed as a simple and flat, all-IP data-
centric network architecture resulting in low operating costs for operators.
LTE has an extremely low latency between network elements and end-to-end
devices which is about 10 times lower than that of current 3G networks. LTE
leverages existing mature radio technologies while also taking advantage of
the fast moving semiconductor processing technologies that enables a low cost
deployment even from the very beginning.”
Liwen Zhang (2010) did a study titled “a survey on long term
evolution” Long Term Evolution (LTE) is a significant project of 3rd
Generation Partnership Project (3GPP), initially proposed on the Toronto
conference of 3GPP in 2004 and officially started as LTE work item in 2006.
LTE, as a transition from the 3rd generation (3G) to the 4th generation (4G),
has achieved great capacity and high speed of mobile telephone networks
without doubt. It defines a new packet-only wideband radio with flat
architecture and assumes a full Internet Protocol (IP) network architecture in
order to assure voice supported in packet domain in design. In addition, it is

combined with top-of-the-line radio techniques in order to gain better
performance than Code Division Multiple Access (CDMA) approaches. LTE
provides scalable carrier bandwidths from 1.4 MHz to 20 MHz and frequency
division duplexing (FDD), as well as time division duplexing (TDD). In this
paper, it presents an overall description of LTE technology separately in
different aspects of LTE architecture and technical principles to clarify how
LTE as a radio technology achieves a high performance for cellular mobile
communication systems.
4G spectrum is a research item for next-generation wide-area cellular radio,
which focuses on 4G technologies, 4G networks and 4G systems. 4G
technologies shall include three basic areas of connectivity which are personal
area networking (such as Bluetooth), local high- speed access points on the
network such as wireless technologies and cellular connectivity.
Customer satisfaction, as we discussed before, has the most important
effect on customer perception and in order to narrowing down we focus on 4G
service as one of the customer satisfaction’s factors. The aim of the company
is to find the most important service dimensions that affect customer
satisfaction.
To have a thorough satisfaction firstly the company is needed to bring
satisfied customers which leads to loyal customers and by preparing all this,
good services would be followed which influenced on Customer satisfaction
and make them loyal in future.
At the moment, many companies have established projects for 4G
systems development. 4G can provide services for a wide range of speed
facility that support global roaming and each company will be able to interact
with internet-based information and available in every part of country.

In this literature review, the customer acquisition and retention for
reliance jio .The objectives of the study was
1) To understand the customer perception and satisfaction level on reliance
JIO product and services ,
2) To find the most influencing factor in selection of service provider, and
3) To analysis demographic factor of reliance jio users.
The study on a 4G indicated that some problems exist that deserve the
attention of the company. The company needs to bridge the gap between the
services promised and 4G services offered. And to conclude, “Delivering
service without measuring the impact on the customer is like driving a car
without a windshield”

RESEARCH
METHODOLOGY

4.1 OBJECTIVE OF THE STUDY
To study of customer acquisition and retention for Reliance Jio.
 To study the importance and development of the telecommunication
industry in India.
 To study the customer perception and satisfaction level on Reliance JIO
products & services.
 To find the market potential and market penetration of Reliance Jio
products and services.
 To study on need and usage of internet data in telecommunication
market.
 To study on competition and problems faced by telecom companies in
India.
4.2 SCOPE OF THE STUDY
This study covers the mindsets of customers about Reliance JIO in the
areas of “Saheednagar Bhubaneswar”. The study makes effort to ascertain
the acquisition and retention level of customer for Reliance JIO. Through
survey so that company would be able to come up to the expectation 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
products.
The subject has been taken for the research as it plays key role in the
success of Telecom sector. No company can think of selling their product
without having satisfied customer. No company can survive in long run
without acquiring and retaining maximum number of customer.
In short the number of retained customer that is link between end-user
and company. As long as the company is able to retain its customer, customer

would remain in the bracket of loyal customer. Hence it is very essential to
understand the customer satisfaction and to measure the satisfaction level time
to time as there is always scope of improvement.
The research will also be beneficial in analyzing the overall market
position of the company and measures which should be adopted by the
Reliance JIO to increase their market share and acquire maximum number of
customer.
4.3 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 analyzing of data about problem retaining to the marketing of
goods and services.
The essential purpose of marketing research is to provide information,
which will facilitate the identification of an opportunity of problem situation
and to assist manager in arriving at the best possible decisions when such
situations are encountered.
Basically there are two types of researches, which according to their
applicability, strength, weaknesses, and requirements used before selecting
proper type of research, their suitability must be seen with respect to a specific
problem two general types of researches are exploratory and conclusive.
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.
4.4 SAMPLING TECHNIQUE
The sample design provides information on the target information and
final sample sizes. I used conveyed convenient sampling surveyed in research.
A convenient sample is a type of non-probability sampling method where the
sample is taken from a group of people easy to contact or to reach.
SAMPLING AREA
While collecting sample, I went to Saheednagar my JIO store at
Bhubaneswar.
4.5 DATA COLLECTION TOOL
I have used Questionnaire, as the research instrument to conduct the
market survey. The questionnaire consisted closed ended questions designed
in such a way that it should gather maximum information possible.
The questionnaire was a combination of 10 questions. If choices are
given it is easier for the respondent to respond from the choices rather they
think and reply also it takes lesser time. Because the keep on responding and
one has tick mark the right choice accordingly.
Data Was Collected Through Two Sources:
Primary Source: Primary data was collected directly from the customers
through a questionnaire.
Secondary Source: The secondary source was the company website and my
colleagues.

DATA ANALYSIS
AND
INTERPRETATION
Data Analysis:-
Data analysis was done mainly from the data collected through the
customers. The data collected from secondary sources is also used to analyze
on one particular parameter. Qualitative analysis was done on the data
collected from the primary as well as secondary sources.

Personal details
GENDER
Interpretation
From the above table it can be seen that
 68% respondents are Male
 32% respondents are Female
68%
32%
Gender
Male
Female
Gender Frequency Percentage
Male 34 68%
Female 16 32%
Total 50 100%

OCCUPATION
Interpretation
 40% respondents are Govt. employees
 30% respondents are private employee
 20% respondents are students
 10% respondents are housewife
40%
30%
20%
10%
Occupation
Govt. Employees
Private employees
Student
Housewife
Occupation Frequency Percentage
Govt. Employees 20 40%
Private employees 15 30%
Student 10 20%
Housewife 5 10%
Total 50 100%

1. How technically sound and knowledgeable was the staff?
Interpretation
 4% respondents are said that staffs have poor knowledge.
 16% respondents are said that staffs have good knowledge.
 80% respondents are said that staffs have very good knowledge.
4%
16%
80%
Staff knowledge
Poor
Good
Very good
Staff knowledge Frequency Percentage
Poor 2 4%
Good 8 16%
Very good 40 80%
Total 50 100%

2. How appealing was the ambience?
Interpretation
 8% respondents are said that Ambience is poor.
 14% respondents are said that Ambience is good.
 78% respondents are said that Ambience is very good.
8%
14%
78%
Ambience
Poor
Good
Very good
Ambience Frequency Percentage
Poor 4 8%
Good 7 14%
Very good 39 78%
Total 50 100%

3. How helpful & courteous was the staffs?
Interpretation
 2% respondents are said that staffs are not helpful and courteous.
 14% respondents are said that staffs are helpful and courteous.
 84% respondents are said that staffs are helpful and courteous.
2%
14%
84%
Nature Of Staff
Poor
Good
Very good
Nature Of
Staffs
Frequency Percentage
Poor 1 2%
Good 7 14%
Very good 42 84%
Total 50 100%

4. Did you find the product you were looking for?
Interpretation
 90% respondents are said that products are available.
 10% respondents are said that products are not available.
90%
10%
Availability Of Product
Yes
No
Availability
Of Product
Yes 45 90%
No 5 10%
Total 50 100%

5. How much time was taken for billing?
Interpretation
 14% respondents are said that for billing staffs are taking less than 5
mins.
 86% respondents are said that for billing staffs are taking more than 5
mins.
14%
86%
Time Taken For Billing
Less than 5mins
More than 5mins
Time taken for
billing
Less than 5mins 7 14%
More than 5mins 43 86%
Total 50 100%

6. Would you like to come to this store again?
Interpretation
 96% respondents are said yes they are come to this store again.
 4% respondents are said no they are not come to this store again.
96%
4%
Again Visit Or Not
Yes
No
Again Visit Or
Not
Yes 48 96%
No 2 4%
Total 50 100%

7. Was your problem solved at an instance?
Interpretation
 68% respondents are said yes their problem solves an instance.
 32% respondents are said no their problem not solves an instance.
68%
32%
Problem Solves An Instance
Yes
No
Problem
Solves An
Instance
Yes 44 68%
No 6 32%
Total 50 100%

8. Would you refer others to this store?
Interpretation
 100% respondents are said yes they are referring other to this store.
 0% respondents are said no they are not referring other to this store.
100%
0%
Refer To Other
Yes
No
Refer To
Other
Yes 50 100%
No 0 0%
Total 50 100%

9. What improvement do you think can be done at this store?
Interpretation
 30% respondents are said service improvement required at this store.
 60% respondents are said stock improvement required at this store.
 10% respondents are said lightening improvement required at this store.
30%
60%
10%
Improvement
Service Improve
Stock Improve
Lightening Improve
Improvement Frequency Percentage
Service Improve 15 30%
Stock Improve 30 60%
Lightening
Improve
5 10%
Total 50 100%

10.On a rating of 1-10 how satisfied are you with our service?
Interpretation
 2% respondents are giving 1-3 rating to our service.
2%
20%
78%
Rating
1_3
4_7
8_10
Rating Frequency Percentage
1-3 1 2%
4-7 10 20%
8-10 39 78%
Total 50 100%

FINDINGS
The following are the findings of the study:
1. Reliance JIO has wide market captured in Saheednagar, Bhubaneswar.
2. Most customers purchased JIO because of its good services with low
price and new schemes.
3. Reliance JIO is the market leader in Saheednagar, Bhubaneswar, all the
customers are preferably happy with its products & services.
4. Wide network coverage is available in Saheednagar, Bhubaneswar areas
according to the customers.
5. JIO services are highly effective in Saheednagar, Bhubaneswar as the
no. of calls made to the customer care are low.
6. Research done majority of the Reliance Jio customers are 21-30 years
old.
7. Majority of the Reliance Jio customers are satisfied as per satisfaction
level of the network availability.
8. As per the above research done majority of the Reliance Jio customers
are neutral as per satisfaction level of the calling quality.
At last it can be said that there are a lot of scope of Reliance jio
market in near future

SUGGESTIONS
1. Spread out the awareness about Reliance JIO in deep rural areas.
2. Replenish the products on Retailer’s shop on right time, where it is
lacking.
3. Get the feedback from existing customers about Reliance JIO and take
the reference for making new customers.
4. The customer care people and also employees in Reliance JIO should
try to convey brand Reliance JIO while talking to people.
5. Enhance the market penetration & shares in every market and give the
high competition to others company.
6. To work on customer care services.
LIMITATIONS
1. The first problem I faced is in getting the co-operation of the customers.
Many of the respondents I approached did not agree to the need and
utility of the project and hence did not agree to provide me with
information.
2. The behaviour of the customer is unpredictable which may result in the
lacking of accuracy in the data.
3. As the sample size of the survey was so small and comprise of only 50
customers, the results may have some prone to errors.
4. Study accuracy totally based upon the respondents response.
5. Some respondents did not provide full data.
6. Unwillingness on the part of the customers to disclose the information
as per the questionnaires.

CONCLUSION
Reliance JIO has become a very successful brand in India & providing
customer satisfaction is to be there main motive. It provides unlimited free
calling and data services & SMS on the move as people are more dependent
on it in their daily lives like wide network coverage and good 4G services.
Because 3G services was unable to meet our customer needs and wants. That’s
why 4G has been evolved for Indian customers.
Reliance JIO possesses congestion free & wide network coverage,
attractive 4G schemes & customer services as well as lifetime roaming free
services.
Providing customer satisfaction is the most crucial step of the company
as they are to be satisfied and provides Internet access on the move such as
Wide network coverage and good 4G services as they are important and
technology advanced stuff required by almost everybody in today’s
environment, Reliance JIO is a home brand company and a very emerging
brand in India and will be successful in overseas market in upcoming years. It
possesses congestion free & wide network, attractive 4G schemes & customer
services to cover one of the widest areas.
From the details it can be concluded that 75% of Reliance JIO users
preferred to remain with Reliance JIO and fully satisfied. Also good number
of customers who are willing to switch from their respective subscribers
showed interest in Reliance JIO. Reliance JIO is capturing the wide area of
Indian markets increasingly day by day. Hence, these statistics imply a bright
future for the company. It can be said that in near future, the company will be
booming in the telecom industry.

REFERENCES
 https://en.m.wikipedia.org/wiki/Jio
 https://www.slideshare.net/ a-project-report-on-jio
 https://www.slideshare.net
 https://www.google.com/amp/s/www.techtarget.com/searchcustomerex
perience/definition/customer-retention%3famp=1
 https://commercemates.com/advantages-and-disadvantages-of-
customer-retention/
 https://www.slideshare.net/rajatseth03/summer-internship-report-
reliance-jio-customer-acquisition-and-retention-for-reliance-jio
 http://www.business-standard.com/article/companies/reliance-jio
 www.jio.com
 http://www.mylyf.com
 http://www.jiocare.net

ANNEXURE
Name: - Gender:-
Occupation: - Age:-
Address: - Mob No:-
1) How technically sound and knowledgeable was the staff?
Poor Good Very Good
2) How appealing was the ambience?
Poor Good Very Good
3) How helpful & courteous was the staffs?
Poor Good Very Good
4) Did you find the product you were looking for?
YES NO
5) How much time was taken for billing?
Less than 5 mins More than 5 mins
M
F

6) Would you like to come to this store again?
YES NO
7) Was your problem solved at an instance?
YES NO
8) Would you refer others to this store?
YES NO
9) What improvement do you think can be done at this store?
Ans-
10) On a rating of 1-10 how satisfied are you with our service?
1-3 4-7 8-10
------------****------------

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