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ABSTRACT
Envisioning a world without telecommunication technology today would without a doubt seem insipid
and dreary. Telecommunication has turned into a vital piece of societal framework. As the entrance
and use of web access to individuals over the globe is expanding from 390 million (in year 2000) to
3.3 billion (in year 2015), telecom specialist organizations are competing with each other to obtain a
bigger membership. In this research paper, an attempt is made to analyze the viability of client
acquisition strategies adopted by RIL (Reliance Industries Ltd) in securing and holding customer
reliability even with regards to withdrawal of free offers. An endeavor is likewise made to delineate
view of purchasers by virtue of free offer withdrawal. Descriptive type of research design has been
used for the study. Secondary data was gathered from various sources including journals, sites, daily
papers, e-information base stores and others.
Keywords: Industry analysis, pricing strategy, oligopolistic market, Loss Leader strategy
INTRODUCTION
‘’Jio implies ‘to live’ and to be alive to every possibility. World’s need for virtual oxygen, that is
data, is rising exponentially. Jio targets to fulfil this need of Indians. Access to information will now
understand no boundaries.”- Mukesh Ambani
The main objective of Reliance Jio is to create a digital world which will include all the digital
functions such as telephoning services, internet data (broadband), smart devices, music, TV shows,
sports programs, Jio apps- Jio money, Jio Cinema, Jio TV, Jio Play etc. Customer acquisition is the
primary focus of the company. It intends to get as many users as possible. Reliance Jio entered the
market with a whopping $25billion capital, and without making a rupee of profit provided everything
for free. Such an aggressive marketing strategy terrified the competitors and even investors (it seemed
too good to be true). It was the riskiest gamble the telecom sector has ever seen. However, as we can
see, Reliance Jio did succeed in achieving its “100 million subscribers in 100 days” promise.
The man behind this network – Mukesh Ambani feels that people should either pay for internet or
calls, but not both, and to cope up with the competition, he brought this strategy, providing his
customers the maximum benefit and eliminating the competition from the market.
If you buy any Reliance Jio SIM, irrespective of the package you’ve bought (expensive or cheap), you
will get the following services absolutely free:
1. Unlimited free voice calling to any other network, any other number (local and STD)
2. No roaming charges, same price is applicable all over India
3. Jio applications will provide Internet surfing, music, movies, programs free of cost.
However, there are certain limitations that a consumer should look out for-
The base pack of Rs. 150 seems good, but not essentially so. The main benefits start from Rs. 500 or
more
There are constant call drops and weak signals in Reliance Jio.
The validity of all the monthly packs is 28 days and not 31 days. So, eventually you end up buying 13
packs a year instead of 12 (This is an upcoming manipulation done by all the networks).
OBJECTIVES
Following are the objectives of the study-
1. To find out how Reliance Jio captured the massive market share.
2. To know the different applications of Jio and its features.
3. To study the business strategy of Reliance Jio.
4. To examine the future potential of the brand
5. To investigate the effectiveness of Jio Sim strategies before launch in obtaining customer
loyalty
6. To chart customers' perception about services of Reliance Jio.
7. To explore the customers' willingness to carry on with Reliance Jio post -withdrawal of free
offers.
MARKETING STRATEGY OF RELIANCE JIO
The marketing strategy of Reliance Jio can be summed up in five distinct stages:
ACQUISITION
As discussed above, Reliance Jio has acquired or rather captured the market by providing “everything
for free”. Free data, voice calling, video, music, content, roaming and a bouquet of applications and
even free SIMs. Each ID proof can buy 8 Jio SIMs absolutely free.
It has a wide coverage – extending to 18000 cities or towns and around 2 lakh villages. Apart from an
impressive sign up offer, Reliance Jio launched its scheme with a huge event which included many