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Reliance Marketing Strategy

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MARKETING STRATEGY ADOPTED BY RELIANCE JIO EXECUTIVE SUMMARY This project was aimed at identifying the Marketing Strategy adopted by Reliance Jio. When a competitor introduces an innovative product into the market, all the balance that previously existed is thrown out the door and all the other players fight for survival. Reliance Jio is one such service which created a disruption in the balance of the market and which made all the other players rethink their strategies and revise their prices. This projects primary objective is to analyze what strategies did Reliance adopt in order to position their product to have such an impact on the market and its players. Another objective of this project is to find out the market penetration of Reliance …show more content…

Subscriber Base: One of Reliance’s missions include reaching 90% of India’s population i.e. it plans to reach 100 million subscribers within its first year of launch. But it is doubtful that Reliance could make any financial gains by providing free data and free voice calls. The only logical explanation for why Reliance is following such a plan, is maybe to increase its operational and strategic bandwidth. Reliance plans to cover more than 18000 cities and 2 lakh villages with the Jio network by paying 1.5 lakh crore. Even if 50% of the people opt for the Rs.149 plan, Reliance will still make a profit of Rs.400 per customer. If Jio even comes close to its 100 million subscriber mark, it will recover its cost within 5 years and then start making huge …show more content…

Only about 7% of the population owns a Jio sim. This shows that either the customers are skeptical about the product and are waiting for the feedback of friends and family, or that the availability of the sim is still low. Q6. When the 3 month trial period expires, will you keep using the service? This question answers the most important problem that Reliance can face once the free period expires. Reliance needs to retain at least 50% of its customers to breakeven in 5 years. From the response, we can see that more than 55% are willing to keep using the service even after the free period expires. FINDINGS 1. There are frequent complaint regarding connectivity issues. 2. Many rumors have been spreading regarding the authenticity of the plan. 3. Due to stiff competition customers have reported that they are getting the service of other telecom service providers at cheaper rate. 4. Majority of the customer stated that even after the expiry of the trial period they will still continue to use Jio sim. SUGGESTIONS 1. Merging with small players can help them to capture more market share. 2. Collect feedback from existing users regarding the improvements to be made. 3. Activation process of Reliance Jio sim has to be

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