1) Reliance Jio Infocomm Limited is an Indian telecommunications company that launched 4G services in 2016 and has since acquired over 100 million subscribers. 2) It offers a range of telecom plans and services including mobile data, home broadband, and smart devices at affordable prices through a widespread network across India. 3) Reliance Jio has undertaken an aggressive marketing strategy including promotions through TV, digital platforms, and ground activities to create brand awareness and acquire new customers.

1. Submitted By:
Shivshankar Sharma
Shantanu Chaudhary
Rajarshi Rastogi
SERVICE MARKETING MIX
OF
A New Era of Digital Life

2. TELECOMM COMPANY
Reliance Jio Infocomm Limited, or Jio, is an LTE mobile network
operator in India. It had a fiber-optic cable network of 250,000 km
that partners with local cable operators to receive broader
connectivity for getting broadband services.

3. SANJAY
MASHRUWALA
(MANAGING
DIRECTOR)
Mukesh
Ambani
(Founder)
BOARDOFDIRECTORS
Akash Ambani
(Chief of
Strategy)
Jyotindra
Thacker
(Head of IT)

5. JOURNEY OF JIO
• In June 2010, Reliance Industries (RIL) bought a 96% stake in
Infotel Broadband Services Limited (IBSL) for ₹4,800cr.
• Later continuing as RIL's telecom subsidiary, Infotel Broadband
Services Limited was renamed as Reliance Jio Infocomm Limited
(RJIL) in January 2013.

6. BETA LAUNCH
The 4G services were launched internally to Jio's partners, itsstaff
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 CorporatePark
in Navi Mumbai, along with celebrities like musicianA.R.
Rahman, actors Ranbir Kapoor and Javed Jaffrey, and
filmmaker Rajkumar Hirani.
The closed event was witnessed by more than
35000 RIL employees some of whom were virtuallyconnected
from around 1000 locations including Dallas in theUS.
Shah Rukh Khan along with Akash Ambani, Nita
Ambani, Anant Ambani, Mukesh Ambani and Isha
Ambani at the launch of RelianceJio.

7. COMMERCIAL LAUNCH
The company commercially launched its services on
5 September 2016. Within the first month of
commercial operations, 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 mark
in 83 days since its launch subsequently crossing 100
million subscribers on 22 February 2017.

8. SERVICE MARKETING MIX
The marketing mix refers to the set of actions, or tactics, that a company uses to
promote its brand or product in the market. The 7Ps of marketing mix in case of
service industries are-
Price,
Product,
Promotion and
Place.
People
Process
Physical Evidence

9. PRODUCT
Recharge: 149 2GB per month, 309 1.5GB per day+ Unlimited data- 50 days, 399 1GB per
day+ Unlimited data- 84 days, 509 2GB per day+ Unlimited data- 56
Jio Fi: Pocket size, 2600mAh, 30 device at a time, calling facility
LYFSmartphone: Water Series, Earth Series, Flame Series, Wind Series

10. Jio Applications: MyJio, JioTV, JioCinema, JioChat Messenger, JioMusic, Jio4GVoice,
JioMags, JioXpressNews, JioSecurity, JioDrive, JioMoney, JioSwitch, JioNet
Jio Broadband: It is a multi-service operator (MSO) license, Jio will serve as a TV
channel distributor and will offer television-on-demand on its networks. It is connected
by fiber optic cable to home. It has a 4G speed.

11. Jio Phone:

12. PRICE
Price strategy is based on competition and market leadership in some sectors. It
follows penetration pricing for telecommunication. When the company
launched Reliance Jio, it offered free Jio services to its customers during the
launch period to increase market share. However, telecommunication sectors
are at loss, but the company is providing offers to customers to increase its
customer base.
At the end of the fiscal year 2015, estimated revenues of Reliance Jio were 13
million rupees compared to the earlier year of 5.8 million rupees.

13. PLACE
Its headquarters base at Navi Mumbai in Maharashtra. Reliance Jio has a strong and widespread
distribution channel.
Jio owns spectrum in 850 MHz and 1,800 MHz bands in ten and six circles, respectively, of
India's 22 circles, and also owns pan-India licensed 2,300 MHz spectrum. The spectrum isvalid
till 2035.
Before launching telephony services Reliance Jio offered free services for Wi-Fi hotspot in
several Indian cities like Ujjain, Dewas, Jabalpur and Indore in Madhya Pradesh,Visakhapatnam
in Andhra Pradesh, Ahmedabad and Surat in Gujarat, selected locations in cities of Kolkata,
Mumbai, Mussoorie, Bhubaneswar, Meerut and Lucknow.
Free internet Wi-Fi services were offered during 2016, 20-20 matches at Kolkata,Delhi,
Bengaluru, Dharamshala, Mohali and Mumbai.

14. PROMOTION
• Reliance Jio has undertaken an aggressive marketing strategy to create
positive brand awareness. It has promoted product through
• Below the Line – ground activity like canopy, events, Pamphlets
• Above the Line – Tv, Radio, Shows Sponsor, Newspaper, Magazines
• Digital - Twitter, Facebook, LinkedIn, Instagram, YouTube, Blogs
• Out of Home – Billboards, Hoardings on bus stand

15. DHAN DHANA DHAN OFFER

16. PEOPLE
• Reliance always valued their customers and employees. They provide a
very cheap data rates affordable to the lower class.
• Employees-
1. Reliance Jio has 30000 plus permanent employees.
2. Employee delight focuses.
3. Dedicate and passionate workforce.
4. Employee engagement.

17. Value Added Services:
1. Missed Call Alert
2. Jio Tune (Free Caller Tune)
JioCare experts are available for your assistance 24X7 (Monday – Sunday)
Interested in Jio? Talk to us on 1860-893-3333
JioCare Helpline for Jio Customers
From Jio number 198 or 199
From Other numbers 1800-889-9999
Tele-verification to activate both HD voice & data
services
1977
Tele-verification to activate data services only 1800-890-1977
Customer Services-

18. PROCESS
TYPES OF DISTRIBUTION CHANNELS:
1. General Trade: Normal outlet like Ganapati Enterprise at Dilaram
Chowk, Ahuja Telecom at Premnagar.
2. Modern Trade: Reliance Digital, Digital Express.
3. Digital Trade: Jiofi and JioPhone through e-commerce.
https://www.jio.com/

19. PHYSICAL EVIDENCE

20. STATE OFFICE