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Study on 7Ps of Reliance Jio in Bhubaneswar

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This project provides the scope of studing 7Ps of Reliance Jio in Bhubaneswar along with its successful marketing strategies.

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Study on 7Ps of Reliance Jio in Bhubaneswar

  1. 1. SERVICES MARKETING PROJECT REPORT Study of 7 P’s of Services Marketing and Successful Marketing Strategies at Reliance Jio, Bhubaneswar Submitted To- Prof. Rakhi Dutta Submitted By- SWATI SIKHA BEHERA (17DM020) L.KUMAR (17DM025) PRATIKSHYA PARIDA (17DM026) SOUMYA PANIGRAHI (17DM051) ARVIND KUMAR THAKUR (17DM075)
  2. 2. INTRODUCTION 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. History- 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. Commercial launch- 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
  3. 3. 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 1.PRODUCT- a) JioPhone- 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 b)LYF Smartphones- 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.
  4. 4. 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 prices. d)Jionet WiFi- 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.
  5. 5. 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 on) 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.
  6. 6. 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- 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.
  7. 7.  Jio Cinema- 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.  Jio TV- 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+ channels.  Jio Join- 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  JioNet- 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.
  8. 8.  Jio Music- 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 offers.  Jio Security- 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 for apps. 2.PRICE- 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
  9. 9. 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.  PREPAID-
  10. 10.  POST PAID- 3.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. All states and major cities are covered. It has a reach in about 18000 cities and across more than two lakh villages within the country. 4.PROMOTION- 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
  11. 11. 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 2016.
  12. 12. Pokémon Go- 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.
  13. 13. 5.PROCESS- 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 and offices. 6.PHYSICAL EVIDENCE- 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 Odisha. 7.PEOPLE- 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.
  14. 14. MARKETING STRATEGY OF RELIANCE JIO  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.  Coverage 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
  15. 15. 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 differently.  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.  Jio Fibre 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:
  16. 16.  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).
  17. 17. Conclusion- Jio will play a key role in the digital development of India – with applications for everything from education to healthcare,
  18. 18. 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 launch. References-
  19. 19. 1. https://successstory.com/companies/reliance-jio 2. https://telecom.economictimes.indiatimes.com/news/reliance -jio-subscriber-base-touches-160-million/62237555 3. https://www.livemint.com/Leisure/O9GKQj6KBwACbRcSp 2Z5PP/Reliance-Jio-apps-you-cant-ignore.html 4. https://www.mbaskool.com/marketing-mix/services/17460- reliance-jio.html

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