Jio’s Marketing

Plan & Strategy

Prachi Aggarwal (819020)

MBA 2019-21
NIFTEM
 Price 1/10th of the industry’s telecommunication charges & their
policy of ‘absolutely free’
S.No. Reliance Jio Bharti’s Airtel Vodafone
1. The Low 100% cashback. Happy New Bharti’s Airtel Rs. 199 plan: Vodafone’s Rs. 198
Budget Plan Year 2018 plan. Reliance Jio’s 1 GB 4G data per day for plan: 1 GB 4G data per
Rs. 199 plan: 33.6 GB 4G 28 days + unlimited calls day for 28 days + 300
data for 28 days with daily and 100 SMS per day unlimited calls per day
limit of 1.2 GB + unlimited and 100 SMS per day
calls and SMS

Marketing Strategy
Adopted 2. The Mid Jio’s Rs. 459 plan: 1 GB data Airtel’s Rs. 448 plan: 1GB Vodafone’s Rs. 458
Budget Plan per day for 84 days with 4G data per day for 70 plan: 1 GB 4G data per
unlimited calls and SMS days + unlimited calls and day for 70 days +
100 SMS per day unlimited calls + 100
SMS per day

3. The High Jio’s 799 plan: 3 GB data per Airtel’s Rs. 799 plan: 3.5 Vodafone’s Rs. 859
End Plan day for 28 days with GB data per day for 28 plan: 11 GB 3G data +
unlimited calls and SMS days with unlimited calls + free Wi-Fi @ 1 GB for
100 SMS per day 2G/3G/4G
Market Segmentation

 Both lower end consumers as well as high end consumers.

 The rural consumers also have a major part among Jio’s targeted group.
Product & Price

• Longest fibre-optic network: 2.5 lakh kilometres of fibre

• Invested Rs. 150,000 Crores
• This is >2 times the combined investment of Airtel, Idea and Vodafone in the 4G segment
Places & Facts

 Reliance Jio users = 250 million

 No. of Jio active connections = 80.1 million
 71% of Jio subscribers are active
 20% market share
 Presence in all 22 telecom sector
 Reach in about 18000 cities and across more than 2 lakh villages within the country
 Highest download speed: Jio’s 4G 18.8 megabits per second (Mbps)
 While Airtel network clocked a speed of 9.5 Mbps
Jio Master Plan

1. Undercut the market price by giving attractive discounts

2. Let everyone switch to Jio for internet use at cheap rates
3. Unleash the power of fiber optic network to give super fast internet
4. Grow your subscriber base
5. Recover your investment using a large number of users
 Focus is to get more internet users
 The cost of operation is not very huge
 Their network is capable enough to handle amazing internet speeds
Recall that with good data, you don’t need SMS and phone calls – everything can be done through
the internet
Promotion
People

 Extremely dynamic and diverse socio-economic environment

 Employees are treated with respect and given enough autonomy to lead
processes the way they wish to
Process: Applications
 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
 The company mainly appeals to the youth in the age group of 18-
35 years who are looking actively for internet services at
affordable prices

Physical Evidence
 They do not have the bandwidth problem: In the case of Jio, they have already laid an awesome fibre optic
network which is designed to even handle the 5G and 6G
 By just making their tariff plan in such a way that most people interested in 4G have to pay over Rs. 500 per
month, Jio will be making way more money than the current players
 When their apps, devices and fiber services are added up, they are here to win multiple business verticals.
And, at the current stage, they are almost unstoppable
 It will increase the progress rate in India and will improve our quality of life and provide jobs
 Their LYF: Cheapest 4G phones in the world. It would bring 4G to the homes of many people
 Will Jio reduce my bills? Yes
 LYF Phones: Jio would go to China and then buy previous generation unsold 4G phones for dirt cheap
prices in bulk. Then it is re-labelled and sold in India

Reliance Jio’s Business Model: How will Jio Make Money With Its
‘Crazy’ Plans?
Thank You