The document analyzes the telecommunication industry in rural India, focusing on competitors such as Reliance Jio and Airtel during different product life cycle stages. It highlights the growing rural consumer market, expected to outpace urban growth, and discusses effective marketing strategies, segmentation, and pricing dynamics within the sector. Jio's competitive advantages, along with the challenges it faces in gaining customer trust and navigating market perceptions, are also explored.

1. Published By : ARJUN
Marketing Management

2. Compare and contrast , Pick any two competitors in the
telecommunication industry to prepare a marketing
analysis report.
Who are working in rural India compare there
commercials at different stages of product life cycle ?
Discuss questions concerning their objectives ,
expenditure, target audience and effectiveness.
Question

3. Businesses in India are optimistic about growth of the country's rural
consumer markets, which is expected to be growing faster than urban
consumer markets. These days, there is better networking among rural
consumers and their tendency to proactively seek information via multiple
sources to be better informed while making purchase decisions.
Mainly, the wider reach of media and telecommunication services provides
information to India’s rural consumers and influencing their purchase
decisions. According to general trend, rural consumers are evolving towards
a broader notion of value provided by products and services. This involves
aspects of price combined with utility, aesthetics and features, and not just
low prices.

4. The lands in India consist of about 650,000 villages. These villages are
enclosed by about 850 million consumers making up for about 70 per
cent of population of our country and contributing around half of the
country's Gross Domestic Product (GDP). Consumption patterns in
these rural areas are gradually changing to as equal as the
consumption patterns of urban areas.
Some of India's largest consumer companies serve one-third of their
consumers from rural India. Owing to a favourable changing
consumption trend as well as the potential size of the market, rural
India provides a large and attractive investment opportunity for
private companies. India’s per capita GDP in rural areas has grown at a
Compound Annual Growth Rate (CAGR) of 6.2 % since 2000.

5. RS – RB
Intra Rural
All Products
US – RB
Consumer
goods/services/Agro
inputs/Farm
RS – UB
Farm and Non Farm
US – UB
All Products
Market Structure
Seller
Buyer
Rural
Rural Urba
n
Urba
n

6. Quadrant I − It explains a situation in which both the buyer and seller are from
rural area. This is a constant economy system in which all rural produce is
consumed within the system.
Quadrant II − It explains that the majority of people concentrate on Quadrant II
situation, which unsustainably is tried by marketers to sell urban products in rural
markets.
Quadrant III − It is necessary to develop an urban-rural marketing linkage, so that
both urban and rural products can freely move across both the markets. Marketing
should work as a process of motivation to deliver and improve standards of living
of rural people and consumption rural products by urban people.
Quadrant IV − It explains a situation in which both the buyer and seller are from
urban area. This is a constant economy system in which all urban produce is
consumed within the system.

7. Rural India accounts for a total of 55% of the manufacturing GDP. They were host
to nearly 75% of the new factories built in the last decade.
Market Segmentation
Rural marketing strategies include the following −
Segmentation − This includes heterogeneity in rural market, prerequisites for
effective market segmentation, degrees of segmentation, basis of segmentation
and approaches to rural market segmentation.
Targeting − This shows the evaluation and selection of segments, coverage of
market segments.
Positioning − This identifies, selects, develops and communicates the positioning
concept in market.

8. TELECOMMUNICATION

9. Product Life Cycle

10. PRICE COMPARISON

11. • It underscores that in terms of affordability, an average monthly increase
in data usage to 10.2 GB at a discounted tariff of Rs 57 per GB, with 10
per cent contribution from voice, translates into a total increase in
monthly average revenue per user of Rs 645.
• Reliance Jio has partnered with several smartphone brands where Jio
Preview Offer is available for a period of 90 days.
• Jio's 4G-LTE services include unlimited HD voice calls and video calls,
unlimited SMS, unlimited high-speed data and a host of Jio Premium
apps such as JioPlay, JioOnDemand, JioBeats, JioMags, JioXpressNews,
JioDrive, JioSecurity and JioMoney. The company also claims that its 4G
data charges are going to be cheapest in the world.
Speech of Figures

12. • During his nearly 90 minute speech, Ambani also said that his company
would not only provide affordable data but will also be providing a
strong network. Jio connectivity at present is available in nearly18,000
cities and 2,00,000 villages across India.
• “We see a larger possibility that Jio would reduce its minimum ARPU
(average revenue per user) requirement from Rs.300-500 to
around Rs.200. Such a move would end up giving Jio access to another
100 million target subs (subscribers). However, this would trigger price
cuts from the incumbent telcos, as they would try to retain their subs
from being poached away by Jio,” added the BAML report

13. Conclusion
 Airtel 4G is the only major competition that Reliance
Industries faces in a pool of Telecommunication Industry
among all others.
 Customers do not prefer reliance network therefore it will be
a hard task to get a good customer base for the 4G network
, so it is very crucial to improve the image in the present
marketplace.
 To make digital revolution a success in our country,
especially for millions of rural Indians, data mining is the
future. I feel Jio is targeting nearly 450 million feature phone
users who will make a shift to smartphones in the near
future.

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