Marketing management - Reliance Jio

1. Brand Observation Portfolio
Reliance Jio 4G
GROUP 9 :
Megha Khatri
Rahul Trehan
Swetangshu Acharya
Vishnu Nair

2. World record for 16 million subscribers
in the first month after launch.
Added 7 subscribers per second
into the network.
Largest optical fiber deployment in
the country; 25,000 kms
1st PAN India 4G telecom operator
A Digital Disrupter in Indian
telecom landscape

3. Market Scenario
• Indian telecom market: Flat-hit yet with lot of
potential
• Estimated worth: $9B till 2020 (Deloitte)
• Net neutrality: Differential pricing was banned
• Confusion due to the launch of GST Bill
• Appointment of new telecom minister: Manoj Sinha
• 700MHz Spectrum auction: estimated projected
earning of 4 lakh crore
• Huge FDI inflow
• Average revenue per user ~Rs. 150

4. Understanding the competition
Bids to buy Telenor in 7
circles
Invests 300 crore to uplift
infrastructure
Malaysian giant enters B’lore in
the e-commerce space
Acquired 51% share in
Viom networks
Agrees to buy Tata’s fixed
line services

5. Early strategy adopted
• Revenue of $282M in June ’17 (HOW ?)
• Adopted “Loss leader pricing strategy”
• Uncapped , unlimited voice calls
• Data sachet with 1 GB per day
• LYF 4G smartphones
• No separate charge hikes on festivals
• Brought down the ARPU from 150 to 80 INR
• Aimed to create an IoT setup
• Leveraged “Make in India”

6. Current Market Share
Jio became the third largest operator in India in subscriber count.
It forced Vodafone and Idea to merge in order to withstand the
competition

7. STP Analysis

8. Competitive Positioning
• Choice behavior of the customer
Will you port to Jio?

9. Competitive Positioning
• Relative preference
Will you use it as your Primary SIM ?
• 69% - YES
• 23% - No, will use as
Secondary
•
• 8% - Won’t use at all

10. Product Strategy
Not only branded itself as a CSP but a player into the
IoT space by:
1. Affordable devices
2. Digital communication
3. Digital currency
4. Jio Drive
5. Digital Education
6. Digital Healthcare
7. Digital Entertainment
8. Digital Entrepreneurship

11. Branding & Tracing
Advertisements
Shahrukh Khan was roped
in as the brand
ambassador of Mukesh
Ambani’s Jio back in its
soft launch in December
2015.
Controversial ad on print media with
PM Modi’s image

12. Tracking Promotions
Jio’s main reason to gain quick subscriber has
been its innovative and pocket friendly offers
There have been 4 main promotional offers:
Jio Free Welcome offer
Summer
surprise offer
Dhan Dana Dhan
offer
Happy New Year 2018 offer
[Sept ‘16]
[April ‘17]
[Sept -Oct ‘17]
[Jan ‘18]

13. Channel Strategy
• A million activation & recharge outlet
• >15 lakh trial clients for testing
• 29 states: 18,000 Urban & 1,50,000 towns
• Biggest fiber arrange
• Four level framework:
• Maker,
• distributer,
• retailer &
• end user
• State of the art service delivery via customer centers

14. Pricing Strategy
Is Jio’s price predatory ?
Is it anti-competitive ?Leading to a monopoly ?
CCI has cleared Jio of any such allegations as it
still doesn’t lead in the market nor it is at a
dominant position

15. New Product Development
• Launch high-speed fiber to home (FTTH) broadband
• Across 30 cities in India
• Bundle TV service to tap over 100 million TV households PAN-India
• Special focus on the Tier-1 and Tier-2 cities respectively

16. Unethical Practices
• Jio must adhere to these
7 codes of ethic
• “Bait and switch”
strategy should be under
check
• CCI must monitor as Jio
rises to a more dominant
position in the market
• The pricing must be kept
competitive and non-
predatory
• No political gimmicks
attached
• Protection to user privacy

17. THANK YOU!