Study of 7 P’s of Services Marketing and
Successful Marketing Strategies at
Reliance Jio, Bhubaneswar
Submitted To- Prof. Rakhi Dutta
SWATI SIKHA BEHERA (17DM020)
PRATIKSHYA PARIDA (17DM026)
SOUMYA PANIGRAHI (17DM051)
ARVIND KUMAR THAKUR (17DM075)
Reliance Jio Infocomm Limited is an LTE mobile network operator
in India. It is a wholly owned subsidiary of Reliance
Industries headquartered in Mumbai, Maharashtra which was founded
in 2010 by Mukesh Ambani which provides wireless 4G LTE service
network and is the only 'VoLTE-only' (Voice over Long-Term
Evolution) operator in the country with coverage across all
22 telecom circles in India. It is the first telecom operator to hold pan
India Unified License. This license authorises RJIL to provide all
telecommunication services except Global Mobile Personal
Communication by Satellite Service.
The services were first beta-launched to Jio's partners and employees
on 27 December 2015 on the eve of 83rd birth anniversary of
late Dhirubhai Ambani, founder of Reliance Industries, and later
services were commercially launched on 5th September 2016 whose
founder is Mukesh Ambani.
In June 2010, after the broadband wireless auction (BWA), Reliance
Industries (RIL) bought a 96% stake in Infotel Broadband Services
Limited (IBSL) for ₹4,800 crore (US$740 million) which was the
only company that won broadband spectrum in all 22 circles in India
in the 4G auction. Later continuing as RIL's telecom subsidiary,
Infotel Broadband Services Limited was renamed as Reliance Jio
Infocomm Limited (RJIL) in January 2013.
Beta launch- The 4G services were launched internally to Jio's
partners, its staff and their families on 27 December 2015.
The company commercially launched its services on 5 September
2016. Within the first month, Jio announced that it had acquired 16
million subscribers which 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. It has acquired 1,000
customers per minute (since September 05) and 6 lakh per day. By
December 2017 it had about 160 million subscribers.
7P’s of Reliance Jio
On 21 July 2017, Jio introduced its first affordable 4G feature
phone, powered by KaiOS, named as “JioPhone”. The price
announced for it is ₹0 with a security deposit of ₹1500 which
can be withdrawn back by the user by returning the JioPhone
at Jio stores only after three years. This phone was released
for beta users on 15 August 2017 and pre-booking for regular
users started on 24 August 2017.They targeted70% rural and
30% urban customers.
JioPhone Jio LYF SmartPhone
In June 2015, Jio entered into an agreement with domestic
handset maker Intex to supply 4G handsets capable of voice
over LTE (VoLTE). However, in October 2015, Jio
announced that it would be launching its own mobile handset
brand named LYF.
On 25 January 2016, the company launched its LYF
smartphone series starting with Water 1, followed by three
more handset models- Water 2, Earth 1, and Flame 1, through
its chain of electronic retail outlets, Reliance Retail.
c) 4G broadband-
Jio 4G Broadband is one of the game-changers. The
company launched its 4G broadband services throughout
India in September 2016.It offers fourth-generation (4G) data
and voice services, along with peripheral services like instant
messaging and streaming movies and music with 2300 Hz
spectrum for 4G all over India- 22 circles, and 800Hz and
1800Hz spectrum for 4G in 10 and 6 circles respectively.
The licenses are valid till 2035. With 250,000 km of fibre
network across the country, it is the fastest and the widest
network with least data drop. With Jionet WiFi, it can be
used to transmit WiFi in homes and offices at affordable
JioFi (Wi-Fi router) is a portable broadband device by
Reliance Digital. It allows multiple users and mobile devices
to access Jio's 4G high-speed internet connectivity and create
a personal Wi-Fi hotspot. It helps users to enjoy 4G features
on 2G/3G smart phones as it’s having 4G speed up to 150
Mbps and upload speed up to 50 Mbps. Also provides facility
of making video and HD voice calls, audio and video
conference, sending SMS with Jio 4G voice app. It can
connect up to 10 Wi-Fi enabled devices (smartphone, laptops,
tablets and even smart TVs). It has best in class battery
(2300mAh) supports up to 6 hours of surf time.
JioFi M2 JioFi M3
e) Jio Sim-
Jio SIM provides free Internet and unlimited voice calls in
HD quality with VoLTE network with competitive rates. It
also provides free SMS, free Roaming and many other
applications under My Jio App. Jio is now offering free home
delivery of its Jio SIM in more than 600+ towns.
f) FTH (Fibre To Home, city) (Testing phase is going
In Jio, Broadband Connectivity is done through gas pipes and
the targeted areas are Bhubaneswar, Baripada, Sambalpur,
Berhampur and Puri. The speed is 100mbps where Internet
(broadband), smart TV, Jio TV, home wireless connection for
telephones facilities are given.
g) DTH Direct to Home (Project Level)
The benefits are 365 channels + free Wi-Fi through
MyJioApp is available. The additional advantage is that the
user can operate even in Storm and Rain. It is in Project level.
Jio Applications –
JioTV – live TV services
JioCinema – just like Netflix, a video library.
JioChatMessenger – a messenger service for Jio users.
JioMusic – music player and subscription model.
JioJoin- Volte Phone Simulator
JioMags- Magazine reader and subscriptions
JioXpressNews – News and daily events
JioSecurity – Security app
JioDrive Cloud storage app
My Jio App is the basic app for the Jio users. From Sim
portability to balance checking – everything and anything is
available with My Jio App. User need to download the app from
Play or Apple store and sign up under My Jio account. Enter a
valid mobile number (reliance Jio) and start using the app easily.
In My Jio App, user can check their balance, get help and
support from the server, user can check the voice call details,
Wi-Fi details, store locators, usage details, hotspot locator and
any kind of support and help for the setting issues.
The app is available only to Jio 4G subscribers. Jio Cinema has
a wide inventory of latest as well as old Bollywood, Hollywood,
and regional language movies, latest episodes for latest Hindi
TV shows and music videos. The app’s interface shows all these
categories separately which makes searching for content easier.
Users can steam movies in full HD and won’t be bugged by ads
as in the case of most streaming apps.
The app offers instant access to TV programmes with a wide
range of TV channels across languages and genres. It offers live
TV pause and play feature and currently has access to 300+
Jio app is a one stop solution for all calling and texting needs for
users who wish to enjoy these services on Jio’s 4G network
without relying on a fall back to 3G or 2G network of a partner
operator. Calls made over the LTE network offer HD voice with
better clarity than analogue cellular voice
Reliance JioNet has been created to ensure seamless access to
Reliance Jio’s 4G services even after the user has run out of
balance on their phone. Using this app, a Reliance Jio subscriber
can access any of the Reliance Jio’s public Wi-Fi hotspots if
their phone is within range by simply logging to the app with
their Reliance Jio login details. In case there isn’t a network
around, user can open the map inside the app and see all the
hotspots in the area and head towards it.
This is another entertainment app that is meant exclusively for
Jio subscribers. It is free to download and allows users to stream
music in English, Hindi and several regional Indian languages
without being inundated by ads. The option to play music in
320kbps puts it at par with the likes of Saavn and Apple Music.
The songs have been tabulated according to the genres, name of
artists and the era the song belongs to. The users can connect
smart watch or other devices with the app to enjoy music.
Jio Money Wallet-
Users can make payments, buy movie tickets, and chance to get
more than Rs. 15,000 /- worth of discount coupons by using Jio
Money Wallet app. User can link their bank account with Jio
Money Wallet, and pay for anything and receive personalised
This is a security App that helps in scanning the apps installed
on user’s phone. It can also monitor user’s browsing and show a
warning dialog in case of malicious site. The app also has an
anti-theft service built in that can help the user wipe, locate and
make the phone scream in case it gets lost. Apart from that, the
anti-theft feature also has a protection in place to check if the
SIM card has been changed and if so requires the person to enter
a pin code before he or she can access the phone again. The Jio
Security app can also help the user to block numbers as well as
mark the safety of apps on Play Store while the user is browsing
At the outset, 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 card 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 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. Reliance Jio LYF devices start at prices as low as
Rs.2999 and JioFi is priced at ranges as low as Rs1999.
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. All states and major cities are covered. It has a reach in
about 18000 cities and across more than two lakh villages within
Reliance Jio has undertaken an aggressive marketing strategy to
create positive brand awareness. It has launched ad campaigns
on television, radio, newspapers, magazines, and billboards and
social media platforms including Instagram, Facebook, Twitter
and YouTube. Jio has partnered with a number of organizations
and agencies like The BT group, Millicom, Orange S.A. etc. to
promote its products. It has signed up for a partnership with
Samsung and Apple for rolling out LTE Advanced Pro and 5G
in the country. Reliance Jio promotes itself with the Jio Digital
Life campaign in order to attract the youth of the country with
the broader vision that the leadership of the country has in terms
of digitizing the Indian Society. On December 24, 2015,
Bollywood actor Shah Rukh Khan and Amitabh Bachchan were
appointed as Jio's brand ambassador. 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 till the end of the financial year
Location-based AR game Pokemon Go was launched in India in
December, 2016 in collaboration with Jio in which hundreds of
Jio stores and other Reliance marts and shopping malls
like Reliance Trends and Reliance Digital became Sponsored
PokéStops and Gyms.
Reception of Jio Prime-
By July, 125.5 million Jio customers had opted for Jio Prime.
The last date for registration to Jio Prime membership was 31
March 2017. This was extended until 15 April 2017 along with
an introduction of a new offer, "Jio Summer Surprise", which
gave customers three months of free services. On 6 April 2017,
TRAI advised Jio to withdraw this offer.
Jio provides a number of mobile applications that are available
for free download from the Google Play store which are though
free to download but requires the presence of a Jio sim that the
user should own. Some of the most popular examples of Jio
apps include JioTV, JioCinema, JioChat Messenger, JioMusic,
JioMags and so on. Jio-Fi has also been launched in select part
of the countries which is Jio based Wi-Fi services used at homes
There are 32 Jio-Centres in Odisha which provides services to
Jio Subscribers. Door to door service is also provided- Jio is
now offering free home delivery of its Jio SIM in more than
600+ towns and is also promising to brings JioFi 4G hotspot to
your home in as less as 90 minutes. Jio Office in Odisha Circle
is at Fortune Towers, Jaydev Vihar. 7000 Jio Points are there in
Jio believes in providing its employees and customers an entire
ecosystem which lets them leverage the digital life to the fullest.
A vast majority of employees who work at Reliance Jio come
from a socio-economic environment that is extremely dynamic
and diverse. Employees are treated with respect and given
enough autonomy to lead processes the way they wish to.
MARKETING STRATEGY OF RELIANCE
Free voice calls and roaming
Jio provides 4G data by taking nominal charges for data
while voice and messaging are essentially free to any
network. Also no roaming charges are applicable.
The cheapest data in India
Jio 4G data services are not intended to lure only the high-
end customers but also focus on the low to mid-range
segments. The key idea is to make internet accessible and
affordable to consumers in all parts of the country. These
sections of the market are being targeted by offering all
services at reasonable prices. Current market practice is to
charge a base rate of Rs. 4,000 to Rs. 10,000 per GB of data.
Jio will have a base rate which is more than at a 90 percent
discount over the industry. On the cheapest plan, Reliance
offers 4GB of data for Rs. 499 .However, Reliance is also
giving 8GB of Wi-Fi access at Jio Wi-Fi hotspots.
Jio's network is wide as it covers 18,000 cities and towns,
and over 2 lakh villages.
Bundled entertainment services
Reliance Jio is giving free access to its various Jio apps. It
provides app for music, TV, news, magazine, e-wallet and
many more apps for entertainment of users.
Reliance Jio is 4G only
The Reliance Jio network is entirely on 4G.With a 4G
compatible phone with VoLTE support, user can access to
the network. Reliance Retail's line-up of Lyf phones offer a
low cost option, starting from Rs. 2,999, though you can buy
any phone that supports VoLTE and use it. Also JioFi
portable Wi-Fi hotspot is available at Rs. 1,999 which can be
connected max 10 devices and take advantage of Jio's plans.
100 Percent VoLTE
Reliance Jio is also a 100 percent VoLTE network - the
largest in the world. VoLTE stands for Voice over LTE, by
which you make voice calls over the data network. VoLTE
network makes voice calling faster with great clarity as
compared to non-VoLTE networks that treat data and voice
E-KYC for fast sim activation
A customer with an Aadhaar card is able to get the Jio sim
with a working connection in 15 minutes.
An optical Fibre is a wire that converts user’s data signal
into light and transfers them at the speed of light. Reliance
JIO has the longest fibre optic network in the country,
ranging over 2, 50,000 Kilometres and 90,000 eco-friendly
4G Towers to provide unmatchable 4G Coverage in all of
India’s 22 telecom circles.
Comparative Study of Reliance Jio with other
telecom service Providers:
As per last published data by the Telecom Regulatory
Authority of India, the subscriber base in October for Bharti
Airtel stood at 285 million followed by Vodafone (208
million), Idea Cellular (191 million), and Jio (145.9 million).
Jio will play a key role in the digital
development of India – with applications for
everything from education to healthcare,
security to financial services, technology to
entertainment. Its marketing strategy relies on
targeting low-to-mid price ranges in terms of
JioPhones, LYF devices, JioFi as well as Jio
4G data services. Many Jio services are
undergoing final tests, as the company
prepares for the anticipated commercial