This document outlines four marketing projects completed as part of a summer internship with Reliance Jio Infocomm. The projects included: 1) Developing a marketing strategy and campaign with the theme "Change for Jio, Jio for Change", 2) Designing below-the-line activities for 200 colleges where JioNet was installed, 3) Conducting market research among RIL employees on Jio's network performance, and 4) Designing branded content for six Jio media apps. Secondary research was conducted and various campaign ideas were conceptualized and selected for the projects. Feedback from RIL employees found they were satisfied with Jio's 4G services but call drops still occurred occasionally.

1. SummerInternshipProject
On
MarketingStrategyandBrandManagement
For
RelianceJio Infocomm
Presented By:
Urmish Basu
SAP: 80011315012

2. The Telecom Sector in India
 The Indian Telecom Industry is one of the five fastest growing in the world
 With the advent of TRAI, the Telecom Growth has taken a substantial rise
 The growth is such that the URBAN WIRELESS has 57% and RURAL WIRELESS
has 40% subscriber base in India
 India ranks 56 as far as World Wide teledensity is concerned, with Delhi NCR having
the highest Tele Density among the 29 states

3. The Dominant Players
 Bharti Airtel --- 23% Market Share
 Vodafone India --- 18% Market Share
 Idea Cellular --- 15% Market Share
 Reliance Communications --- 12% Market Share
 BSNL --- 10% Market Share
 Aircel --- 8% Market Share
 TATA Infocomm --- 7% Market Share
 Others --- 7% Market Share
Source: DazeInfo

4.  India’s Second Largest Company (after IOC)
 India’s largest Conglomerate
 Ranked 114th by Forbes as World’s Biggest Corporation
 RJIL is claimed to be World’s biggest Start Up coming…
 RJIL is the first and only Telecom Sector to have license in all 22 circles in India
 RJIL claims to provide 80 times faster Internet Speed than the present operators
A brief about Reliance Industries Ltd and Reliance Jio Infocomm Ltd

5. The Projects Allocated
 Designing Marketing Strategy and Campaign for “Change for Jio, Jio for Change”
 Designing BTL Activities for 200 Colleges in India, where JioNet has been installed,
but not yet activated
 Market Research regarding Jio’s performance among the RIL employees
 Designing Branded Content for Six Jio Media Apps

6. Designing Marketing Strategy and Campaign for “Change for Jio, Jio for Change”
Secondary Research of world wide “Switching Campaigns” like “Get a Mac” by Apple
Inc, “iBroke” by Nokia or “Switch to T Mobile” by T Mobile was done.
“JioFy” of those campaigns
Developing consumer insights and then coming up with two new campaigns:
 Haar Koi Zaroori Hota Hain
 Chalo Koi Nahi
Project #1

7. # Haar Koi Zaroori Hota Hain
Consumer Insight:
We never realize that we need the help of “every one” in our daily life. Even if we are
getting services on return of us paying, still at any point of time, every one’s help is
required.
So, the progress of every section of the society is needed. The more digitally equipped
and educated one is, the chances of him/her becoming knowledgeable is more. The
more knowledgeable one is, more exposed he will be with the solutions for helping

8. #Chalo Koi Nahi
Consumer Insight:
FOMO – Fear of missing out, as a phenomenon is on the rise, specially among people in
the age group 15 to 30 years. With always – on technology its very easy to know what
others or doing or achieving, leading to sense of insecurity and heightened willingness to
compete. Sense of competition and being better than peers and others is a huge
motivation factor for certain kinds of behavior.
This campaign will be sarcastic while emphasizing on situation which lead to FOMO or
sense of competition

9. Designing BTL Activities for 200 Colleges in India, where JioNet has been
installed, but not yet activated
With the help of Perceptual mapping of Frequency vs Impact, the touch points of
Colleges were identified.
Secondary Research of world wide BTL Campaigns were done. Data Auction by Virgin
Mobile Australia, Angry Birds Live by T Mobile Spain were two of the prominent research
done
Project #2

10. Few Campaign Ideas…
 Contagious Bill Board
 Data Relay
 Data Auction
 Rain Code
 Jio QR Code

11. Market Research regarding Jio’s performance among the RIL employees
All RIL employees are given with 4 Jio Sim Cards to use. This project was basically a
survey of how the netwrok of Jio is operating, and drawing conclusion according to the
survey reports.
Sample Size: 120
Sample Place: Reliance Corporate Park, Ghansoli, Navi Mumbai
Sample Questionnaire Detail: 7 Questions. Objective Answer: Yes or No
Conclusion:
Employees very happy with the 4G services. They are satisfied with HD Voice Quality
and network. However, as Jio claims of “No Call Drops”, it is still occurring. Although, the
frequency is 10% of other network, still it is prominent.
Project #3

12. The Sample Questionnaire and Response Evaluation

13. Designing Branded Content for Six Jio Media Apps
What is a Branded Content?
Branded Content is a medium of promotion of a brand through a short story,
keeping in mind, the positioning of the brand in a subtle way.
Various Branded Contents were conceptualized and few were selected to be
executed.
Project #4

14. Assumptions and Limitations
The sources from where the Secondary Research has been done is “assumed” to be
genuine and cleared by the court of law world wide.
The biggest constraint was that there could have been more information about product
or campaign which went missing since they are not publicized in the web.

15. General Recommendations:
The hype which Jio has created among the mass is exceptional. The intentional post
pone of the launch may reduce the interest among the public. So as expected, Jio
should be functional by December 2016, cause already Bharti Airtel is gradually eating
up Jio’s “first mover advantage”, be it expanding its circle to India’s first Open Network.