13
JIO- DIGITAL LIFE
GROUP MEMBERS:
FYMMS- B
Pravina Dali - 01
Deepak Gupta -16
Saloni Ubale-21
Kiran Pawar -25
Sushma Yadav-45
Aniruddha Ambre-54
GROUP NO : 2
Marketing Management Assignment
Title
CONTENTS:
- Company overview
- 5 C's
- CVP
- S.W.O.T.
- Porters 5 force Model
- Product Line & Mix
- Brand Personality
- Pricing
- Place
- Promotion
5C's
COMPANY
CUSTOMERS
COMPETITORS
5C's
COLLABORATORS
CLIMATE
5 C's
Collaborators
Company
Customers
Competitors
5 C's
Climate
Jio - digital life
Indian telecommunication company
Owned by: Reliance Industries
Headquarter: Mumbai, Maharashtra
Sector : Telecom Service Provider
Operates: National LTE network with
coverage of 22 cities
Offers: Voice Over LTE for 4G network
TIMELINE
As of 30/11/2019
Launch
– Largest mobile network (INDIA)
- 3rd largest in world with over 369.93 million subs
- 4th largest provider of fixed telephony
TIMELINE
Launched On: 27/12/2015
On 01/09/2019
Publicly Available
From: 05/09/2016
Launched:
- a fiber to home service
offering home broadband
- television
- telephone services
Customers
Demographic
Psychographic
Behavioral
Behavioral
- Benefits
- Loyalty : Loyal customers, from speed to service available
Demographic:
- Segmentation: Young, old
- Gender: Male, Female
- Income: Upper middle class
- Occupation: Student, Professionals
- Education: Literate
- Religion: All
Factors in Brief
Result
Psychographic:
- Social class: Upper, Lower, working class, Upper middle class
- Lifestyle: Achievers
- Personality : Gregarious, Ambitious
Competitors
Amt.: 309/509 Rs.
Offer: 1GB & 4GB data per day, local and STD calls unlimited
Validity : 84 days
Now reduced validity of 309/509 Rs.
To 56 days
Jio v/s Competitors
Amt.: 244 Rs.
Offers: 1GB data per day, Unlimited voice calls
Validity: 70 days
Amt.: 399Rs.
Offer: 1GB data per day, local and STD calls ltd for 1000 min per week
Validity : 84 days
Collaborators
- Cisco
- Indian Railways Friends & Family
- Banana Hackers Jio Phone
- Commerce Business Daily
Banana Hackers Jio Phone
- Different app store
- Name of Jio store
- Obligation to use Jio Sim
- Major educational initiative
- Teach rural & semiurban
Indian Railways Friends & Family
- Rjio to collect and authorize personal information
- Name, Address, Mobile no.
Cisco
- Partnership of 500 billion approx.
- Intutive Network cloud & security
Collaborators in brief
Commence Business daily
- Work space Collaboration
- Wireless Jio Technology Network
Climate/ Context
Pestle Analysis:
- Political Factor
- Economic Factor
- Social Factors
- Technical Factor
- Legal Factor
- Environmental Factor
Factors in brief
Technical Factor
- 1st Provider of voice over LTE with support of 5G and 6G
- Jio Fiber technology to improve call quality
Social Factor
- Aim of connecting everywhere and everyone (300M+) users
- JIO TV, Jio Recharge,
Jio news, Jio cloud etc
Economic Factor
- JIO- 31% Market share
- Reasonable price services
Political Factor
- TRAI- reduce call ring
- Connecting 1.2 Billion people
Legal Factor
- Airtel claims Jio was tested for 253 days
- Acquiring significant share of market before launching
Environmental Factor
- Contribution of more than 750 cr in CSR activities
- No harmful electromagnetic radiation towers
Customer Value Proposition
- Aims at offering high value to the customer by providing fast, high quality 4G network connectivity at affordable prices.
- Reliance Jio has portrayed itself as a future proof network with cutting edge technology , offering superior digital experience to customer
CVP
SWOT Analysis of
S.W.O.T.
Strengths
Objective 2
Weakness
- Additional expense for re-purchase of license in 7 service areas
- Low market share in Mumbai
- Increased administrative expense in 2014 owning to doubtful debts and legal expenses
- High brand value
- Higher profitability
- Third biggest in India by revenue and subscriber base
- Investment in fiber optic transmission cables
SWOT
Opportunities
Threats
- Lowest penetrated market (INDIA) i.e. 65% ; lot of scope
- Huge potential through North eastern belt of India
- Emerging WIMAX technology
- Reliance renewed interest in telecom with 4G
- Increased usage of other applications to carry voice message
- Presence of Vodafone and airtel who have strong global presence
Porters 5 Force Model:
PORTERS 5 FORCE MODEL
Threat of New Entry
- There are no such threats as Jio is on the top of telecom service provider apart from that
- If other provider comes up with 5G technology before Jio it would raise a threat to Jio
Threat Of New Entry
Supplier bargaining power
- Monopoly
- Switching costs and T&C
- Price sensitive customers
- Commoditizations
Supplier Bargaining Power
Competitive Rivalry
- Merger of vodafone & Idea (42% Market share )
- Aircel & Telenor (Small % of Market share )
Competitive Rivalry
Threat of Substitute
WIMAX allows VOIP which may be threat in future since ISP can operate it at low cost
Threat Of substitutes
Customer bargaining power
- Availability of alternatives
- Market Awareness
- Preferences, etc
Customer Bargaining Power
Product line: Digital Services
Product line & mix
Product Mix
Product Mix
Brand Personality from 24/12/2015
Brand Personality
Pricing
I. Provide Free sims against Aadhar number and unique mobile number identity
II. Successfully sold 14 lakh sims in first few days
III. Rolled out reasonable pricing plans for data consumption Voice-call being free
IV. Introduced Jio-phones including LYF series
V. LYF devices started at 2999/- and JioFi at 1999/-
VI. Priced Voice call (Jio to Non-jio) apart from regular packages
Pricing
Place
- Strong presence in Indian Sub continent
- Network available across 22 telecom sectors; all over India
- It has reached in about 18000 cities and more than 2lakh villages
Network availability
Executive Summary
Projected
Problem
Solution
Network Availability
Result
Promotion
Sales Promotion & Personal Selling
Television
Social Media
Print Media
Outdoor Media