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MARKETING MIX OF RELIANCE JIO

TEAM - The Essesntial Druckers

Harsh S. J R Kunal Shreya R. Prabhat Kr. Rohan P. Shweta D.

RELIANCE JIO

Marketing Mix

(4Ps) Strategy

Marketing Mix

(4P)

Reliance Jio is a leading telecom operator in India, which has disrupted the Indian market with its services.

Jio has rolled out a number of products & services in its marketing mix for the benefit of the Indian population including the roll out of Internet services to promote Internet penetration within the country and promote the digitization initiatives followed.

JioPhone is one of the most popular service rolled out by Jio, wherein the first affordable 4G phone has been launched by Reliance which is powered by Kai Operating System. Jio also produces the LYF smartphones.

Peripheral services like messaging and music are offered by the 4G internet services that Jio offers along with the various data and voice over services.

Reliance Jio, prior to its launch of 4G services within the country, also started providing free hotspots of Wi-Fi in a number of cities within the country. More so, Wi-Fi was provided to spectators in 6 cricket stadiums that had partnered to host the ICC World Cricket Tournament matches.

Few Popular Prodcuts are

JioFI, Jioswitch, Jiofi, JioSwitch, JioMoney Wallet, JioDrive, JioXpressNews, JioMags, Jio4GVoice, JioMusic, JioChat Messenger, JioCinema, JioTV, MyJio

PRODUCT

In an attempt to promote Internet usage within the country and to make the availability of Internet to people from all walks of life, Reliance Jio undertook the initiative of providing SIMs free of cost to any individual against their Aadhar number and unique mobile number identity. It was estimated that Jio was successful in selling up to 14 lakh SIM cards to individuals within the first few days of its launch. Following the stint of rolling out services free of charge for the users, Jio has rolled out reasonable pricing plans wherein consumers are charged reasonably for the data consumption that they undertake. Voice calling however, is still free for its users who mainly pay for the data usage. Reliance Jio Phones including the LYF series were priced affordably with a security deposit of Rs 1500 that could be withdrawn by the user after usage of the phone for three years. LYF devices start at prices as low as Rs.2999 and JioFi is priced at ranges as low as Rs.1999.

PRICE

PLACE

Reliance Jio has a strong presence in the Indian subcontinent because of the extremely well developed infrastructure that the firm offers. The network is available across all the twenty two telecom sectors in the country which include regions all across India. It has a reach in about 18000 cities and across more than two lakh villages within the country.

It is the owner of 1,800 MHz and 800 MHZ bands in 6 and 10 circles respectively amongst the total 22 circles prevalent in India. It is also the owner of 2,300 MHZ spectrum licensed for Pan-India usage till the year 2035.

Reliance Jio entered into a deal with Reliance Communications for sharing 800 MHz in seven other circles besides the ten already owned by its company. It also made a deal with BSNL to use intra-circle roaming facilities in national roaming mode. 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.

PROMOTION

Jio has partnered with a number of organizations and agencies like The BT group, Millicom, Orange S.A.

In September 2016, it even signed a pact with BSNL for intra-circle roaming services to be offered in partnership with one another.

Jio has also signed up for a partnership for rolling out LTE Advanced Pro and 5G in the country.

Reliance Jio was responsible for launching the much talked about Augmented Reality game called Pokémon Go, which excited the youth and revolutionized the way games were thought as.

Jio promotes itself extensively through campaigns on Television, Social Media, print Media, outdoor media publishing activities and so on.

The brand ambassadors for the brand promotion are the most iconic stars of the Bollywood film fraternity: Shahrukh Khan and Amitabh Bachchan.

As part of promotional activities Reliance, Jio offered free internet Wi-Fi services at six cricket stadiums during ICC World Twenty20 and each and every one of its services free.

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