This document discusses the AIDA model, a communication model used to help companies understand how customers progress through the purchase process. The AIDA model involves 4 stages: Attention, Interest, Desire, and Action. The document provides examples of how Reliance JIO implemented strategies corresponding to each stage of the AIDA model during their product launch, such as generating initial awareness through announcements of free services, building interest with celebrity brand ambassadors, appealing to desires through advertisements highlighting product benefits, and prompting action through retail store launches and subscription options.

1. AIDA MODEL

2. → AIDA means Attention, Interest, Desire and Action and
it is also called Purchase Funnel.
→ It is a communication model rather than decision
making model.
→ It is described as steps a customer goes through the
process of purchase of product
→ It helps the companies to how and when to
communicate during each of the stages by using
different communication platforms.

3. APPROACH OF AIDA MODEL
➔ Understanding each stage through the example
of Reliance JIO.
➔ Try to answer relevant questions throughout all
the stages for accurate implementation of
strategies.

4. ATTENTION (Awareness)
You can’t buy what you don’t know about!
→ At this stage, the company has to create awareness or affiliation
with its product/service.
→ What will be the brand awareness campaign? What is the outreach
strategy? What platform is to be used?

5. Mukesh Ambani unleashed Reliance JIO at its nationwide launch. He
announced free voice calls and free roaming charges from 5th
september’16 to 31st December’16. From January 2017, one had to pay
for data but voice will remain free.
This spurred attention of people of India.

6. INTEREST
→ Generate interest to an extent that
customers are encouraged to research
further about the product or service
→ How can you gain interest of
customers?

7. Having celebrities like Shahrukh Khan as Jio’s brand ambassador helped to generate public
interest and encourage curiosity to know about the product further. Jio’s various other
advertisements had Deepika Padukone, Amitabh Bacchan and many cricket celebrities in
IPL special Jio advertisements.

8. DESIRE
→ Interest and Desire can be achieved simultaneously.
→ After generating interest company should convey why customers need
its product/service?
→ It has to convey features and benefits of the product/service
Company should establish “emotional connect” and try to build its brand
personality.

9. Story for illustration purposes only
These advertisements show benefits of the
product in different aspects of life.
Advertisements try to create “ emotional
connect” with the target group
They are based on insights of life.
Main objective is to get competitive
advantage to induce customers to next
level i.e Action

10. ACTION
→ Move the buyer to interact with company and take the next
step i,e going talking to sales person, visiting store, trial
subscriptions etc
→ What are the call to actions? Where do we place them?
Can a sale be consummated?

11. Source: theguardian.com
Reliance Jio had setup approx 1,750 Jio stores across 500 cities. Cumulative efforts of
advertisement campaigns and amazing offers had generated great response by people.

12. There were endless queues to purchase JIO sims and
long waiting period to acquire the sim in 2016.
Introduction of Jio was truly
groundbreaking and since then there
has been no looking back. It is the
most successful company in the
telecom Industry .

13. THANK YOU!