This document discusses digital marketing strategy for Reliance Jio Infocomm Ltd. It begins with an introduction to digital marketing and an overview of Reliance Jio. It then covers segmentation, targeting, and positioning of customers. An analysis identifies key online platforms for promotion based on traffic. It also examines competitors' strategies and performs a SWOT analysis. Surveys analyze effective digital platforms and target demographics. The document concludes digital tools like Google AdWords and Facebook ads are best for promoting the brand online.

1. Presented By :-
Arnab Mukherjee
M.B.A ,IIT Roorkee
Digital Marketing Strategy
1

2. Contents
 Introduction
 About Reliance Jio Infocomm Ltd.
 Segmentation, Targeting and positioning
 Analysis
 Competitor's Marketing Strategy
 SWOT Analysis
 Experimental Survey
 Digital Marketing Tools
 About Google AdWords
 Bidding Strategy
2

3. Introduction
• Digital marketing is a relatively new phrase that has entered our marketing vocabulary over
the last few years.
• It is the form of marketing that encompasses use of electronic devices – computers, tablets,
mobile phones, smartphones, etc.
• The channels of digital marketing are frequently changing.
• Some of them are long-standing, such as e-mail, SEO or paid search, and others are relatively
new, such as social media and smartphone/ in-app marketing.
• We distinguish between “online” marketing and “digital” marketing because digital brings
together all these disciplines: digital marketing isn’t always “online”, as you could, for
instance, be working in television or digital billboard advertising, or sending text messages.
3

4. About Reliance Jio Infocomm Ltd.
• Jio (formerly called Reliance Jio Infocomm Limited (RJIL)), also known as Reliance Jio, is an
upcoming provider of mobile telephony, broadband services, and digital services in India.
Formerly known as Infotel Broadband Services Limited, Reliance Jio will provide 4G services on
a pan-India level using LTE technology.
• The telecom leg of Reliance Industries Ltd. , it was incorporated in 2007 and is based in
Mumbai, India.
• RJIL is setting up a pan India telecom network to provide to the highly underserviced Indian
market, reliable (4th generation) high speed internet connectivity, rich communication services
and various digital services on pan India basis in key domains such as education, healthcare,
security, financial services, government citizen interfaces and entertainment.
• RJIL aims to provide anytime, anywhere access to innovative and empowering digital content,
applications and services, thereby propelling India into global leadership in digital economy.
4

5. Segmentation, Targeting and Positioning
Segmentation
• Demographics which focuses on
the characteristics of the
customer. For example age,
gender, income bracket,
education, job and cultural
background.
• Psychographics which refers to
the customer group's lifestyle.
For example, their social class,
lifestyle, personality, opinions,
and attitudes.
• Behavior which is based on
customer behavior. For
example, online shoppers,
shopping center customers,
brand preference and prior
purchases.
• Geographical location such as
continent, country, state,
province, city or rural that the
customer group resides.
Targeting
There are three general strategies for
selecting your target markets:
• Undifferentiated Targeting: This
approach views the market as one
group with no individual segments,
therefore using a single marketing
strategy.
• Concentrated Targeting: This
approach focuses on selecting a
particular market niche on which
marketing efforts are targeted.
• Multi-Segment Targeting: This
approach is used if you need to focus
on two or more well defined market
segments and want to develop
different strategies for them.
Positioning
Positioning is developing a product
and brand image in the minds of
consumers. It can also include
improving a customer's perception
about the experience they will have if
they choose to purchase your product
or service. The business can
positively influence the perceptions of
its chosen customer base through
strategic promotional activities and by
carefully defining your business'
marketing mix.
1. Online (Digital marketing)
2. Door to Door
3. Stall
5

6. Analysis
According to STP we can use different online platforms for promotion based on the traffic of each websites.
 Targeting Sector - Online Platform
 E-commerce – Flipkart,Amazon,Snapdeal
 Mobile Application- Paytm
 Social Networking Site-Facebook , LinkedIn
 Search Engine – Google, YouTube
 Holiday Sites- makemytrip,holidayIQ,Tripadvisor
 Sports Sites
Online Platform for Digital Marketing
6

7. Competitor's Marketing Strategy : Airtel
7
Products in the
marketing mix of
Airtel
•Airtel Post-paid services
•Airtel Pre-paid services
•Value added services like instant balance inquiry, caller line identification, 24 hour recharge facility,
multimedia messaging service, call wait & call Hold, Caller divert, Airtel Live portal
•SMS based information services
•Voice mail services
•Easy post-pay bill payment solutions
•Enterprise Solutions
Place in the
marketing mix of
Airtel
•Found in India’s remotest regions.
• Airtel enjoys a well distributed network of distributors including even businesses like groceries and
chemist outlets.
•One of the things that have made Bharti Airtel a force to reckon in telecommunication industry in
India and Africa is that it has the strategy of making the first moves and emerging as a winner.
•Wider distribution network as compared to competitors
•Fourth largest mobile operator in the world with presence in 20 countries

8. 8
Promotion in the
Marketing mix of
Airtel
• Airtel engages in aggressive marketing strategy ranging from traditional print media to social network marketing.
• The company frequently uses big celebrities who endorse the services. The company also managed to create its
signature tune from Oscar winning musician A.R.Rahman which has become one of the most downloaded tunes
in India.
• The company also offers special discounts and offers to its subscribers.
• Celebrity endorsement .
• Uses ATL and BTL activities.
• Has good word of mouth.
Price in the
marketing mix of
Airtel
• The company uses competitive pricing strategy just like any other network providers because of the competition
which is present in this sector. However, Airtel also provides flexible pricing mechanism depending on the
prevailing market conditions .
Source: www.startupfreak.com

9. SWOT Analysis
Strengths
• High Brand Equity
• Extensive
infrastructure:
partnership with
Idea & Vodafone, the
infrastructure of
Airtel has extended
in all parts of the
country resulting
into nationwide
penetration.
• Strategic Alliances
Weakness
• Outsourced Operations
• Venturing into African
operations
Opportunities
• Strategic Partnership
• Market Development
• LTE
Threats
• Government
Regulatory
Framework
• Competition MNP
(Mobile number
portability)
• New competitors in
4G service
9

10. 0%
50%
Flipkart Myntra Snapdeal Amazon
Age Demographics for E-Commerce
(16-21)Yrs.
(22-34)yrs.
(35-44)yrs.
(45-60)yrs.
Segmentation and Targeting done based on –
 Age group(years)
 16-22
 23-34
 35-44
 45-60
 Others
10
Source:dazeinfo.com
0.00%
50.00%
Facebook Twitter LinkedIn Google+
Age Demographics for Social Networking Sites
(16-21)Yrs.
(22-34)yrs.
(35-44)yrs.
0
10000
20000
No. of users on travelling site in India (per min.)
No. of Users

11. 0
20
40
60
80
Traffic Analysis for Travel Booking site in (%)
Direct Referrals Search Social
11
 Direct : Direct Landing of user/visitor on
the website.
 Referrals : Visitors referred by links on
other websites.
 Search : Based on google keyword search.
 Social : Landing on website page via social
networking site.
• Because of having higher brand affinity and brand name of irctc.com,makemytrip.com,goibibo.com their
main marketing is based on direct and search based .While tripadvisor.com and HolidayIQ.com which is
similar to maketrip.com their marketing is based on search and social medium.
Traffic Analysis

12. 12
Please double click this slide to view survey report
chart.
Survey Report

13. Experimental Survey
Analyzing the survey report ,we can use online digital platform for promotion are
• Facebook
• Google keyword search
• YouTube Video Adverts
Age Group - (16-22) yrs. & (23-35) yrs.
Facebook ,Google ,YouTube
 SONY & Reliance as
Digital Brand
 E-payment
 Price, Network, Speed
13

14. Digital Marketing Tools
• Search Engine Optimization
• Search Engine Marketing
• Social Media Marketing
• Landing Pages
• Pay Per Click
• Online video
• Keyword Search
• CRM
• E-mail Marketing
Source -www.linkedin.com
14

15. What is AdWords? Google AdWords is Google's
advertising system in which advertisers bid on
certain keywords in order for their clickable ads to
appear in Google's search results
 Targeted Results
• You have Total Control – You set the Budget
• Campaigns are Measurable
• Pay only for results (ie when your advert is clicked)
 Criteria for Success with Adverts
• Solid and Expansive Keyword Research
• Deliver Compelling Adverts that Cause Click-Through Rate (CTR)
• Creating Effective Landing Pages (that initiate a “conversion”)
15

16. Google AdWords
• Clicks is the number of times a keyword’s ads have been clicked on.
• Clicks is the number of times a keyword’s ads have been clicked on.
• CTR (click through rate) is the % of a keyword’s ads impressions that result in a
click. If a keyword achieves a higher than 1% CTR then Google will improve
that keyword’s ads’ positions and reduce the amount you pay per click.
• Avg. CPC (average cost per click) is the average cost of all of a keyword’s or ad
group’s clicks.
• Cost is the total cost of clicks.
• Cost is the total cost of clicks.
• Avg. Pos (average position) is the average position your ads are displayed in on
the Google search results pages. The ad shown at the top of page one of
Google search results is position 1.
• Conv. (1-per-click) (conversions) is the number of clicks that result in a
conversion (no more than one conversion per click). You must define your own
site’s conversions, e.g. a sale or an email sign-up.
• Cost/conv. (1-per-click) is the average cost of all conversions (1-per-click).
• Conv. rate (1-per-click) is the % of clicks that convert, i.e. conversions (1-per-
click) divided by clicks.
• AdWords
• Targeting
• Costs and Billing
• Tracking Ad Performance
• Optimizing Ad Performance
• Account Performance Tools
• Google Analytics
• Managing Client Accounts
16

17. 17
Source:Google

18. 18
Source:absolunet.com

19.  Facebook Ads Cost Models
 When advertising on Facebook
you can choose
between two cost models:
1. CPC: Cost per click
2. CPM: Cost per thousand
impressions
 Facebook Ad Quality Score
 Facebook Optimizes Your
Campaigns
 Cut Your Facebook Advertising
Cost
 Control the Max Bid
 Max Bid vs. Cost per Click
Facebook Ads
19

20. Conclusion
20
Based upon the facts and various surveys ,we hereby conclude that the theoretical analysis focuses on the
age demographics .This analysis targets on the age group ranging from(16-21)yrs &(22-34)yrs ,they are more
inclined towards social networking sites .
According to the survey report it has been lucid that the digital brand prefer more of Facebook ,Google
AdWords, Keyword search, YouTube videos for promotion aspects.
Customer expectation from new Digital brand are:
 Nominal rate
 High speed
 Good network
So the Digital Marketing Tool is convenient for promotion of the Digital Brand on online platform.
• Google Ad campaigning
• Facebook Adverts

21. Thank You
21