Presented By:

Nidhi Gupta
Aditya Dube
Akansha Goyal
Siddhesh Gurjar
 JIO DIGITAL LIFE !
Entity SERVICE

Parent Company Reliance Industries Limited

Sector Telecommunication

USP and Affordable 4G LTE mobile

Positioning network

Target Group Urban & tier2 middle and

upper class segment
COMPARISON WITH ARCH
RIVALS:
 SWOT ANALYSIS
STRENGTH
• Low tariff: - Company has launched its 4G
service with highly competitive or rather very
low tariff. Company has strong financial
capacity to withstand initial losses
• Very wide network:-Company has created
wide national network with a huge
investment of around $20 billon. The
company has used latest technology and
hence capable to give quality service.
• Brand Name: - Brand Value of company is
very high.
WEAKNESS
• Late entry into telecommunication sector: -
The telecom sector had grown exponencially
in its initial phases which started around two
decades earlier. Presently market has seen
only modest growth and highly competitive.
• Operation of Mobile Number Portability Still
not smooth:- Nowadays mobile number has
become identity of a person and hence it is
difficult for anyone to change his mobile
number. MNP is crucial for Jio as a large
number of customer is expected through
migration from existing service providers.
• Highly dependent upon data consumption: -
As per the current trend around 60 to 70
percent of revenue comes from voice calling
and hence there is a huge potential loss for
making voice calling free. This loss can be
offset only when consumption of data
increases manifold.
 SWOT ANLYSIS(CONTD…)
OPPURTUNITIES
• Large scale availability of smart phones: In
last 2 decades the number of people using
Smartphone has increased manifolds. If
company is able to provide quality service at
competitive rate it can quickly grab large
number of customers.
• Increasing rate of data consumption: In its
earlier phase almost entire revenue of the
mobile service provider was from voice
calling. However since last two years the
proportion of revenue from data users is
increasing exponentially which has resulted in
almost 30-40% of the total revenue. Lower
data tariff may further increase data
consumption and thus contribute more to the
revenue of company.
THREATS
• Saturated market:- The initial phase of rapid
increase in subscriber is now over. A new
entrant like Jio needs a large customer base
to cross breakeven point.
• Highly competitive market:- After the entry
of big players like Vodafone,Idea etc the
market has become highly competitive.
• Changing Government Policy: The changing
government policy like cancelling of 2G
licences ,imposition of tax with retrospective
effect(on Vodafone), refund for call drop etc,
has created uncertainty in the market causing
adverse impact on the investment sentiment.
• Rapid upgradation in Technology:- From 2G
to 3G and 3G to 4G changes have occurred in
very short span of time. Even next generation
5G is approaching shortly. Each upgradation
requires huge investment and it is not
possible to remain in market without it.
 SEGMENTATION
 Reliance Jio’s LYF Mobiles presents a fabulous example of effective
use of the marketing strategy of segmentation, Targeting and
Positioning.
 Segmentation is decided by 5 factors namely segment size, segment
profitability, segment growth , current and potential competitors and
the capabilities present in the market.
 Jio seems to have made most of this strategy since the 4G network in
India has great potential for growth and profit also is in its budding
phase and therefore there are chances of making most of it.
 Besides, the use of Smartphones in the Indian market has shown a
tremendous increase and still continuous so, which promises great
benefits in this sector and 4G market is showing a tremendous
growth.
 TARGETING

Once, the segment of customers on which focus is to be

laid is found, the next step is how to make that segment
buy your products or invest in your brand. This is called
targeting.
From June to July it offers unlimited high speed internet on
4G network and 4500 minutes for free for three months to
those customers who buy LYF Smart phones with come
with a sim card.
As in India, there has been problem with online downloads
or other internet related functions due to low speed
internet, therefore this tactic has vast opportunities in this
market.
 POSITIONING
Once market segment to focus on is selected and the tools or
techniques to target this segment have been devised and
implemented, the next part is positioning in the market.
Jio positioned its Smartphones based on price and sales. And the
offering of free voice calls minutes and high speed internet, made
its identity different from its competitors and thus it gained more
popularity.
According to the Hindu newspaper, it has already served 500,000
customers already has become third most selling Smartphone in
India.
FEATURES
 4 P’s OF MARKETING MIX
PROMOTION
• Partnered with BSNL for intra circle
roaming services.
• Campaigns on TV, social media,
Print media, etc.
• Brand Ambassadors : Shahrukh
Khan and Amitabh Bachchan.
PRODUCT
• Leading telecom operator.
• Affordable 4G phones.
• Produces LYF smartphones.
PLACE
• All states and major cities is covered.
• Reach in about 18000 cities and
across more than 2 lac villages within
the country.
PRICING
• Charged reasonably for data
consumption.
• Voice calling is still free.
• Jio phones at cheap rates.
 SPONSORSHIPS
• Bigg Boss
• Programmes like Filmfare
• a set of movie awards presented by The Times Group
• The Mumbai Film Festival
• Pro-Kabaddi League team Jaipur Pink Panthers
• the Rio-bound Indian Olympics contingent in 2016
• KBC.
THE TRADITIONAL 3-STEP MENTAL
MODEL
THE NEW MENTAL MODEL
“Today you are not behind your competition, you are not behind the
technology. You are behind your consumer.”

— Rishad Tobaccowala
Chief Strategy & Innovation Officer VivaKi
THANK YOU!!!