Suhani Khanna

9599714981
Suhanikhanna1622@gmail.com

Case Study 1: Social Media Advertising Strategy And Effectiveness

Of Reliance Jio.

About Reliance Jio:

Reliance Jio Info COMM Limited prominently also known as JIO is India’s largest
telecommunication company, founded by Mukesh Ambani. The company was
registered in 2007 as IBSL (Infotel Broadband Services Limited). After taking up 95%
of the IBSL stake by Reliance Industries Limited it was renamed Reliance Jio Info
COMM Limited. The company made a commercial launch in September 2016 with a
full-life subscriber base of 398.31 million as per TRAI.

Reliance Jio’s Competitors:

According to TRAI, Reliance JIO dominated with 35% of the share in the market
followed by Airtel and Vodafone-Idea (Vi) with 29% and 26% respectively.
Now that we have understood the competition that Jio faces, let’s understand its
business strategy!

Business Strategy Of Reliance Jio:

o Acquisition – After the commercial rollout of Jio in September 2016,

Jio offered free services to its customers for 3 months. This plan
worked as the trump card for Jio to acquire customers. Within one
month, Jio was able to acquire 16 million subscribers.

o Activation – The users were provided with the best experience, which
was never provided by any telecom service provider. The unlimited
 high-speed, 4G data with unlimited calling was unimaginable to the
customers.

o Retention – On the occasion of the new year in 2017, they extended

the free services to the users for another 3 months. Jio became the
first-ever telecom company to provide 6 months of free service to
customers. In just two and a half years into the business, Jio gained
more than 300 million active subscribers. It took more than 19 years for
its competitors; such was the power of Jio.

Digital Marketing Strategies Used By Jio

Reliance Jio has garnered over 960k followers on Instagram alone. Moreover, also has a
dominating presence on Youtube with 2.36 million subscribers which have advertisement
campaigns even in regional languages. It also has an active presence on Facebook with 2.5
million followers. Youtube and Facebook are their strengths.

Effectiveness Of Its Advertising Strategies

Reliance JIO's cut-throat pricing was one of the main reasons for its phenomenal
success in India's telecom industry. Jio's 4G plans started at as low as 19 per day,
which was significantly lower than what its competitors were offering. This caused a
massive influx of customers to Jio, leading to the collapse of many smaller telecom
companies. Even the big players in the industry, such as Vodafone India and Airtel
India, were forced to revise their strategies to compete with Jio.

Conclusion:

Reliance Jio has a strong presence in the telecom market and shows no sign of
bowing down to its competition any time soon. The expansionary and growth
marketing strategy enabled Jio to gain such dominance. Furthermore, Jio’s entry into
various newer projects such as Jio Fibre, and Jio Post-paid, will lead to a diversified
and stronger control over the market share held by Jio, which is already more than
35%.
Jio has done a great implementation of influencer strategies as well as its
partnership with famous brands. Overall, Reliance Jio has made the greatest impact
on bringing about the digital revolution in India.