Published by MBA Skool Team, Last Updated: August 14, 2021
Marketing Strategy of Reliance Jio analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Reliance Jio marketing mix, help the brand succeed.
Reliance Jio marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Reliance Jio Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Reliance Jio Product Strategy:
The product strategy and mix in Reliance Jio marketing strategy can be explained as follows:
Reliance Jio is a leading telecom operator in India, which has disrupted the Indian market with its services. Jio has rolled out a number of products & services in its marketing mix for the benefit of the Indian population including the roll out of Internet services to promote Internet penetration within the country and promote the digitization initiatives followed. JioPhone is one of the most popular service rolled out by Jio, wherein the first affordable 4G phone has been launched by Reliance which is powered by Kai Operating System. Peripheral services like messaging and music are offered by the 4G internet services that Jio offers along with the various data and voice over services. Apart from this, Jio also produces the LYF smartphones. Even though in the initial months of its launch agreement with Intex, Jio was supposed to purchase the smartphones manufactured by Intex, Jio decided on making its own handsets compatible with the 4G VoLTE technology. Reliance Jio, prior to its launch of 4G services within the country, also started providing free hotspots of Wi-Fi in a number of cities within the country. This initiative was undertaken in an attempt to gauge the interest in Internet penetration within the country, and develop a culture wherein people are exposed to Internet usage. More so, Wi-Fi was provided to spectators in cricket stadiums that had partnered to host the ICC World Cricket Tournament matches. Jio has also added fibre to home service in its product portfolio, which includes TV, broadband & telephone. The company also raised an additional $23 billion to further strengthen its position.
Image: company website
Reliance Jio Price/Pricing Strategy:
Below is the pricing strategy in Reliance Jio marketing strategy:
At the outset, in an attempt to promote Internet usage within the country and to make the availability of Internet to people from all walks of life, Reliance Jio undertook the initiative of providing SIMs free of cost to any individual against their Aadhar number and unique mobile number identity.
It was estimated that Jio was successful in selling up to 14 lakh SIM cards to individuals within the first few days of its launch. Following the stint of rolling out services free of charge for the users, Jio has rolled out reasonable pricing plans wherein consumers are charged reasonably for the data consumption that they undertake. Voice calling however, is still free for its users who mainly pay for the data usage. Reliance Jio Phones including the LYF series were priced affordably with a security deposit of Rs 1500 that could be withdrawn by the user after usage of the phone for three years. LYF devices start at prices as low as Rs.2999 and JioFi is priced at ranges as low as Rs1999.
Following is the distribution strategy in the Reliance Jio marketing mix:
Reliance Jio has a strong presence in the Indian subcontinent because of the extremely well developed infrastructure that the firm offers. The network is available across all the twenty two telecom sectors in the country which include regions all across India. All states and major cities are covered.
It has a reach in about 18000 cities and across more than two lakh villages within the country.
Reliance Jio Promotion & Advertising Strategy:
The promotional and advertising strategy in the Reliance Jio marketing strategy is as follows:
Jio has partnered with a number of organizations and agencies like The BT group, Millicom, Orange S.A. In September 2016, it even signed a pact with BSNL for intra-circle roaming services to be offered in partnership with one another. Jio has also signed up for a partnership with Samsung for rolling out LTE Advanced Pro and 5G in the country. Reliance Jio was responsible for launching the much talked about Augmented Reality game called Pokémon Go, which excited the youth and revolutionized the way games were thought as. Jio promotes itself extensively through campaigns on Television, Social Media, print Media, outdoor media publishing activities and so on. The brand ambassadors for the brand promotion are the most iconic stars of the Bollywood film fraternity: Shahrukh Khan and Amitabh Bachchan. The company has used digital marketing as a strong push to promote its brand. The brand engages with its users across different social media platforms.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Reliance Jio.
Jio believes in providing its employees and customers an entire ecosystem which lets them leverage the digital life to the fullest. A vast majority of employees who work at Reliance Jio come from a socio-economic environment that is extremely dynamic and diverse. Employees are treated with respect and given enough autonomy to lead processes the way they wish to.
Jio provides a number of mobile applications that are available for free download from the Google Play store, which even though free to download require the presence of a Jio sim that the user should own. Some of the most popular examples of Jio apps include JioTV, JioCinema, JioChat Messenger, JioMusic, JioMags and so on. Jio-Fi has also been launched in select part of the countries which is Jio based Wi-Fi services at homes and offices.
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 groups of 18-35 years who are looking actively for internet services at affordable prices. Hence this completes the Reliance Jio marketing mix.
About Reliance Jio:
Jio is an LTE mobile network operator in the Indian subcontinent. It is a subsidiary of The Reliance Industries owned by Mr. Mukesh Ambani.
It is a network that provides 4G services in the country without providing the 2G or 3G services. It is the only operator in the country to provide VoLTE or Voice over LTE over the entire telecom circles which are 22 in number of India.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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