Bharati Vidyapeeth’s

Institute of Management & Entrepreneurship Development

Navi Mumbai
A

PROJECT REPORT
ON
“MARKETING STRATEGIES OF RELIANCE JIO INFOCOMM”

A detailed study done in

“MARKETING”
SUBMITTED IN THE PARTIAL FULFILLMENT OF REQUIREMENT
FOR THE AWARD OF THE DEGREE OF BACHELOR OF BUSINESS
ADMINIDTRATION (BBA) UNDER BHARATI VIDYAPEET
DEEMED UNIVERSITY, PUNE

Submitted by,
Vinod Roshanlal Jat
Roll no-17
Batch: 2020-2023

Under the guidance of

Prof: Sameer Sonawane

1
 (I)
ACKNOWLEDGEMENT

I am Very Delighted to submit the project for year 2022

The project Title is “MARKETING STRATEGIES OF RELIANCE JIO INFOCOMM”. I have
competed this Project on the basis of Secondary Information.
I would Like to Thank Dr. Premashish Roy Director of Bharti Vidhyapeeth
Institute of Management Studies for giving me this opportunity to Present this
project.
This project has been a great learning experience for me. I take this opportunity
to thanks Prof. Sameer Sonawane, my internal guide to the project. He has
helped me in guiding and correcting various documents of mine with attention
and care. He has taken pain to go through the project and make necessary
corrections as and when needed.
I would also thank my institution Bharti Vidhyapeeth institute of
Entrepreneurship Development, also my faculty members without whom this
project would have been a distant reality. Last but not the least, I am thankful to
all those who indirectly extended their co-operation and invaluable support to
me.

Vinod Roshanlal Jat

2
 (ii)
CERTIFICATE

This is to certify that the Summer Internship Project (SIP) titled MARKETING
STRATEGIES OF RELIANCE JIO INFOCOMM. Is successfully done by Vinod Jat,
Roll no.17 of Batch 2020-2023, Academic Year 2022- 2023, a student of Bharati
Vidyapeeth (Deemed to be University) Institute of Management and Entrepreneurship
Development, Navi Mumbai, submitted in partial fulfilment of BBA – Bachelor of Business
Administration programme affiliated to the Bharati Vidyapeeth (Deemed to be University),
Pune.

Date:

Prof. Sameer Sonawane Dr. Vijay Bidnur

Project Guide Co-ordinator

BVIMED, Navi
Mumbai

3
 (iii)
EXECUTIVE SUMMARY
The Project titled "Marketing Research on Reliance Jio Infocomm" was done on Jio
Infocomm.
Reliance Jio is a leading Indian Telecom powerhouse with a global reach that has been
playing an important role in the ownership. With the brand in existence over five years
Jio continues to redefine itself to the disrupting force in telecom Industry.
Reliance is the parent company of Jio. It has a wide range of plans with preloaded
Services.
This project report deals with identifying business SWOT analysis in order to improve
their business services and pitch more aggressively.
The main aim of this project is know that what jio coustomers have instincts on jio
market startegies and services at the tariff cost they are getting.
While working on the organization I was trained as a researcher, being engaged into
various jobs such as dealing queries through telephonic conversations and providing
them knowledge about questionnaire. As my Field Project I was given the topic on
―Marketing Strategy of Relinace JIO”.
The project work was for this research was conducted pan India to study of Marketing
Strategy of Relinace JIO. The research has been conducted to gather information from
200 respondents & a structured questionnaire will be used to collect the information
from the respondents. The data which was collected from them will be analyzed and
classified. It was found that though the Relinace JIO has the highest market share but
still it needs to improve on its service quality and retail services.

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 (iv)
TABLE OF CONTENTS

PARTICULARS. PAGE NO.

Acknowledgement (i)

Certificate (ii)

Executive Summary (iii)

Table of Contents (iv)

Chapter 1: Introduction of the project 7

1.1: Need of the study 13

1.2: Objective of the study 13

1.3: Scope of the study 13

1.4: Literature Review 14

1.5: Regulatory aspect 15

Chapter 2: Introduction to Indian telecom Industry 16

2.1: Overview of Indian telecom Industry 19

2.2: Major players, Competitor Analysis, Market Share. 22

2.3: Future trends 32

Chapter 3: Introduction to the Company 33

3.1: Organisation profile 35

3.2: Organisation structure 36

3.3: Marketing strategies 38

3.4: SWOT analysis 40

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Chapter 4: Research Methodology 42

4.1: Research Design 44

4.2: Sources of data 46

4.3: Data collection Tools and techniques 46

4.4: Sample Design 47

Chapter 5: Data analysis and Interpretation 48

Chapter 6: Conclusion 49

6.1: Findings 51

6.2: Suggestions 52

6.3: Limitations 53

6.4: Conclusions 53

Chapter 7: Learning Experience from the project 55

Annexure 56

Bibliography 58

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 CHAPTER 1

INTRODUCTION
TO
THE
PROJECT

7
1.1 Introduction to the topic

Reliance Jio Infocomm Ltd (popularly known as Jio), is an Indian mobile network
operator launched commercially on September 5, 2016. Owned by Reliance Industries,
the entry of Join revolutionised the telecommunication sector. In this project the
success story of this recent entrant and marketing strategies adopted by the company
were analysed on the basis of researches and studies conducted in these fields. The
organisational structure, planning and marketing strategy, SWOT analysis,
promotional strategy, the impact of Join launch, Government policies etc.

Marketing strategy
Marketing strategy is the goal of increasing sales and achieving a sustainable
competitive advantage. Marketing strategy includes all basic and long-term activities
in the field of marketing that deal with the analysis of the strategic initial situation of a
company and the formulation, evaluation and selection of market oriented strategies
and therefore contributes to the goals of the company and its marketing objectives.
Marketing strategy involves careful and precise scanning of the internal and external
environments. Internal environmental factors include the marketing mix and marketing
mix modelling, plus performance analysis and strategic constraints. External
environmental factors include customer analysis, competitor analysis, target market
analysis, as well as evaluation of any elements of the technological, economic, cultural
or political/legal environment likely to impact success.

8
Diversity of Strategies
Marketing strategies may differ depending on the unique situation of the individual
business. However, there are a number of ways of categorizing some generic
strategies. A brief description of the most common categorizing schemes is presented
below:

Strategies based on market dominance - In this scheme, firms are classified based on
their market share or dominance of an industry. Typically there are four types of
market dominance strategies:

Leader
Challenger
Follower
Nicher

According to Shaw, Eric (2012). "Marketing Strategy: From the Origin of the Concept
to the Development of a Conceptual Framework".
Journal of Historical Research in marketing, there is a framework for marketing
strategies.
➢ Market introduction strategies
At introduction the marketing strategist has two principle strategies to choose from:
penetration or niche"

➢ Market growth strategies

"In the early growth stage, the marketing manager may choose from two additional
strategic alternatives: segment expansion or brand expansion.

➢ Market maturity strategies

"In maturity, sales growth slows, stabilizes and starts to decline. In early maturity, it is
common to employ a maintenance strategy (BCG), where the firm maintains or holds a
stable marketing mix".

➢ Market decline strategies

At some point the decline in sales approaches and then begins to exceed costs. And not
just accounting costs, there are hidden costs as well; as Kotler observed: 'No financial
accounting can adequately convey all the hidden costs.' At some point, with declining
sales and rising costs, a harvesting strategy become unprofitable and a divesting
strategy necessary.

9
Innovation strategies
Innovation strategies deal with the firm's rate of the new product development and business
model innovation. It asks whether the company is on the cutting edge of technology and
business innovation. There are three types:

➢ Pioneers
➢ Close followers
➢ Late followers

Growth strategies
In this scheme we ask the question, how should the firm grow? There are a number of
different ways of answering that question, but the most common gives four answers:
Horizontal integration
➢ Vertical integration
➢ Diversification
➢ Intensification

These ways of growth are termed as organic growth. Horizontal growth is whereby a firm
grows towards acquiring other businesses that are in the same line of business for example a
clothing retail outlet acquiring a food outlet. The two are in the retail establishments and
their integration lead to expansion. Vertical integration can be forward or backward. Forward
integration is whereby a firm grows towards its customers for example a food manufacturing
firm acquiring a food outlet. Backward integration is whereby a firm grows towards its
source of supply for example a food outlet acquiring a food manufacturing outlets
unprofitable and a divesting strategy necessary.

10
Once a thorough environmental scan is complete, a strategic plan can be constructed to
identify business alternatives, establish challenging goals, determine the optimal marketing
mix to attain these goals, and detail implementation. A final step in developing a marketing
strategy is to create a plan to monitor progress and a set of contingencies if problems arise in
the implementation of the plan.

Marketing Mix Model (7Ps) is often used to help determine the optimal marketing budget
and how to allocate across the marketing mix to achieve these strategic goals. Moreover,
such models can help allocate spend across a portfolio of brands and manage brands to create
value.

7 Ps: Product, Place, Price and Promotion, Physical Environment, People, Process. The 7 Ps
can sometimes divert attention from the customer, but the framework they offer can be very
useful in building the action plans.

1. Price — The amount of money needed to buy products

2. Product — The actual product
3. Promotion (advertising) - Getting the product known
4. Placement — Where the product is sold
5. People — Represent the business
6. Physical environment — The ambiance, mood, or tone of the environment
7. Process — The Value-added services that differentiate the product from the competition
(e.g. After-sales service, warranties)

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Marketing strategies Ethics
Business ethics involves implementing appropriate and fair practices regarding issues such
as corporate governance, insider trading, bribery, discrimination, corporate social
responsibility and fiduciary responsibilities. Laws and regulations often set the standard for
business ethics, which companies can then choose to, follow and build on in order to earn
trust and loyalty from consumers and market participants. Business ethics considers the
ethical relationship between businesses and consumers, between businesses and their
employees. It also considers the impact of globalization on the environment, and on society
at large.

Marketing strategies is the creation of long-term value for an organization from Customers,
markets, and relationships. To develop business it is vital to take care of its business ethics.
Debates and dilemmas surrounding business ethics have attracted a lot of attention from
various quarters. Consumers and pressure groups have increasingly demanded that firms
seek out more ethical and ecological ways of doing business. The media has also kept a
constant spotlight on corporate abuses and malpractices. And even firms themselves appear
to be increasingly recognizing that being ethical may actually be good for business. Ethical
issues confrontorganizations whatever line of business they might be in. At the most basic
level, business ethics is not just about the difference between rights and wrong; it is the
actual application of that knowledge to business.

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1.1 Need of the Study
The purpose of this study is to get a better knowledge of marketing strategies of Reliance
Join in the telecom sector.

• Learn how to establish relationship with potential clients, researching leads and
contribute to more sales.
• Study how to build a strong brand in a short period of time in a highly competitive
telecom sector.
• Study how to build partnership and strategic alliances of Reliance Jio which can
increase business opportunities.

1.2 Objective of the study

1. To analysis the awareness level about Reliance JIO.

2. To analyses the impact of Reliance JIO.

3. Lead generation and increasing client base.

4. Managing and retaining relationship with existing clients.

5. To study the methods and techniques used by an organization to promote their product.

1.3 Scope of the study

We investigated for about 4-6 weeks to conduct our surveys. We engaged ourselves in
conducting surveys with various consumers who use any telecom sector figure out what are
the benefits they receive from this service compared to their previous telecom facilities
before using Jio. We will also conduct another set of interviews with the shopkeepers of
Bharati Airtel, Vodafone and Idea and ask them how their service got affected by Jio more
precisely to find out their number of recharges have changed since last march and the
strategies behind to keep up with the competition with the other companies.

13
 1.4 Literature Review

Marketing strategy is a construct that lies at the conceptual heart of the field of
strategic marketing and is central to the practice of marketing. It is also the area
within which many of the most pressing current challenges identified by marketers
and cmos arise.

Marketing strategy develop a new conceptualization of the domain and sub-domains

of marketing strategy and use this lens to assess the current state of marketing
strategy research by examining the papers in the six most influential marketing
journals publishing such papers over the period 1999 through 2017.

We uncover important challenges to marketing strategy research—not least the

increasingly limited number and focus of studies, and declining use of both theory
and primary research designs. Reliance Jio marketing strategy helps the
brand/company to position itself competitively in the market and achieve its business
goals & objectives.

However, it also uncover numerous opportunities for developing important and

highly relevant new marketing strategy knowledge—the number and importance of
unanswered marketing strategy questions and opportunities to impact practice has
arguably never been greater.

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1.6 Regulatory Aspect
The entry of private service providers brought with it the inevitable need for independent
regulation. The Telecom Regulatory Authority of India (TRAI) was, thus, established with
effect from 20th February 1997 by an Act of Parliament, called the Telecom Regulatory
Authority of India Act, 1997, to regulate telecom services, including fixation/revision of
tariffs for telecom services which were earlier vested in the Central Government.

TRAI's objective is to create and nurture conditions for growth of telecommunications in the
country in a manner and at a pace which will enable India to play a leading role in emerging
global information society.

Another main objective of TRAI is to provide a fair and transparent policy environment
which promotes a level playing field and facilitates fair competition.

In pursuance of above objective TRAI has issued from time to time a large number of
regulations, orders and directives to deal with issues coming before it.

The TRAI Act was amended by an ordinance, effective from 24 January 2000, establishing a
Telecommunications Dispute Settlement and Appellate Tribunal (TDSAT) to take over the
adjudicatory and disputes functions from TRAI. TDSAT was set up to adjudicate any dispute
between a licensor and a licensee, between two or more service providers, between a service
provider and a group of consumers, and to hear and dispose of appeals against any direction,
decision or order of TRAI.

15
 CHAPTER 2:
INTRODUCTION
TO
TELECOM INDUSTRY

16
2. Introduction to Indian Telecom Sector

The Telecom industry in India is the second largest in the world with a subscriber base of
1.17 billion. The number of broadband -subscribers rose to 765.1 million in February 2021.
The industry has witnessed exponential growth over the last few years primarily driven by
affordable tariffs, wider availability, roll-out of Mobile Number Portability (MNP),
expanding 3G and 4G coverage, evolving consumption patterns of subscribers and a
conclusive regulatory environment.

The Government has emphasized bolstering India's domestic telecom manufacturing

capacity. Efforts are also underway to develop a foundational network for 5G technology
deployment in India. India has the second-largest number of telephone connections in the
world.

As of February 2021, the total telephone connection rose to 1,187.9 million. The teledensity
of the rural market, which is largely untapped, has increased to 59.48% while the overall
teledensity of India has reached 87.26%. The number of internet subscribers which was
687.62 mn in 2019 increased to 795.18 mn by the end of December, 2020.India contributes
highest in the Global Mobile Data Traffic per Smartphone at 14.5 GB per Smartphone per
month.

17
Achievements

Following are the achievements of the Government in the past four years:

• Department of Telecommunication launched ‘Tarang Sanchar’ - a web portal sharing

information on mobile towers and EMF Emission Compliances.
• Payments on unified payments interface (UPI) hit an all-time high of 3.65 billion (by
volume), with transactions worth ~Rs. 6.54 trillion (US$ 87.11 billion) in September
2021.
• Over 75% increase in internet coverage from 251 million users to 446 million.
• The Telecom sector is the 3rd largest sector in terms of FDI inflows, contributing
7.1% of total FDI inflow.
• The sector contributes directly to 2.2 Mn employments and indirectly to 1.8 Mn jobs.
• The sector is expected to contribute 8% to India's GDP in 2022 from ~6.5% currently.

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2.1 Overview of Indian Telecom Sector

India is currently the world’s second-largest telecommunications market and has registered
strong growth in the past decade and half. The Indian mobile economy is growing rapidly
and will contribute substantially to India’s Gross Domestic Product (GDP), according to
report prepared by GSM Association (GSMA) in collaboration with the Boston Consulting
Group (BCG).

The liberal and reformist policies of the Government of India have been instrumental along
with strong consumer demand in the rapid growth in the Indian telecom sector. The
government has enabled easy market access to telecom equipment and a fair and proactive
regulatory framework that has ensured availability of telecom services to consumer at
affordable prices.

The deregulation of Foreign Direct Investment (FDI) norms has made the sector one of the
fastest growing and a top five employment opportunity generator in the country. The Indian
telecom sector is expected to generate four million direct and indirect jobs over the next five
years according to estimates by Randstad India. The employment opportunities are expected
to be created due to combination of government’s efforts to increase penetration in rural
areas and the rapid increase in Smartphone sales and rising internet usage.

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20
Market Size
India is the world’s second-largest telecommunications market.

The total subscriber base stood at 1,209.58 million in August 2021. Tele-density of rural
subscribers reached 60.27% in August 2021, from 59.06% in August 2020, indicating
potential demand growth from the rural sector.

The total wireless or mobile telephone subscriber base increased to 1,186.72 million in
August 2021, from 1,147.92 million in August 2020. The total number of internet
subscribers stood at 813.5 million in August 2021. Of this subscriber base, the number of
wired internet subscribers was 24.29 million and wireless internet subscribers was 787.94
million.

Gross revenue of the telecom sector stood at Rs. 64,801 crore (US$ 8.74 billion) in the first
quarter of FY22.

The total wireless data usage in India grew 16.54% quarterly to reach 32,397 PB in the first
quarter of FY22. The contribution of 3G and 4G data usage to the total volume of wireless
data usage was 1.78% and 97.74%, respectively, in the third quarter of FY21. Share of 2G
data usage stood at 0.48% in the same quarter.

Over the next five years, rise in mobile-phone penetration and decline in data costs will add
500 million new internet users in India, creating opportunities for new businesses.

21
2.2 Major Players
The actual competition in the Indian telecom sector is between three major operators i.e.,
Reliance Jio, Airtel, Vodafone-Idea and BSNL which cover a total of 95+% of the total
market.

Although, the stiff competition in the market is making it tough for the players to retain their
position, the same has been proved a boon for the consumers. This could be understood in a
way that after Jio had entered into the market in 2017 various telecom charges like the
mobile termination charges experienced a downward revision from 14p per min to 6p per
min. Also, the data prices in the country decreased drastically from Rs. 180 per GB in 2016
to Rs. 6.98 per GB in 2019.

These figures become even more significant when the same is compared to the data charges
of other countries like, in the USA the average cost of per GB data is Rs. 903 and in China, it
is around Rs. 3025. This comparative analysis is enough to show how price sensitive the
Indian telecom market is.

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Competitors Analysis

Competition in telecom markets has worked wonders in expanding access to telephony and
internet data services globally. Indian consumers enjoy some of the world's cheapest services
choosing between telecom operators ("telcos") who, in turn, can buy equipment from global
and Indian vendors. While we do not yet have affordable nationwide broadband, the benefits
of competitive telecom markets are unmistakable.

However, competition is reducing. Consumers have fewer service providers since the entry
of Jio in 2016: Only three incumbents - Airtel, Vodafone Idea (VI) and

BSNL - remain in the market. With the last two struggling to stay afloat, competition could
decline further.

The telecom industry is a critical economic multiplier, which cuts across all sections of
society and is the base of communications and connectivity. During the Covid-19 lockdown
last year, the industry enabled about 35% of the GDP, while directly contributing about 6%
of the GDP. A decade ago, the telecom industry was overcrowded with as many as 12
players jockeying for a place in the sector. Right now, only four telecom companies are
operating in the market, one being the state-run Bharat Sanchar Nigam Ltd. Alas, it is
running on outdated 3G services, resulting in lesser subscribers compared to the other
operators.

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 Bharti Airtel

Bharti Airtel Limited is a leading global telecommunications company with operations in 16

countries across Asia and Africa. It is headquartered in New Delhi, India. The company
ranks amongst the top three mobile service providers globally in terms of subscribers. In
India, the company's product offerings include 2G, 3G and 4G wireless services, mobile
commerce, fixed line services, high speed home broadband, DTH, enterprise services
including national & international long-distance services to carriers. In the rest of the
geographies, it offers 2G, 3G, 4G wireless services and mobile commerce.

• Operations in 17 countries across Asia and Africa

• Customer base of >342 million in India
• Total wireless and wireline subscriber base stood at 198.23 million and 3.54
million, respectively, as of July 2021
• Consolidated total income stood at Rs. 1,006,158 million (US$ 3.65 billion) in
FY21
• Connecting India’s leading 1,000+ corporate

Airtel India is the largest provider of mobile telephony and second largest provider of fixed
telephony in India, and is also a provider of broadband and subscription television services.
The brand is operated by several subsidiaries of Bharti Airtel, with Bharti Hexacom and
Bharti Telemedia providing broadband fixed line services and Bharti Infratel providing
telecom passive infrastructure service such as telecom equipment and telecom towers. Bharti
Airtel Limited is part of Bharti Enterprises and is headed by Sunil Bharti Mittal.
Airtel is the first Indian telecom service provider to achieve Cisco Gold Certification. It also
acts as a carrier for national and international long distance communication services. The
company has a submarine cable landing station at Chennai, with a connection to Singapore.
As of September 2016, Airtel has 255.73 million subscribers with a market share of 24.7% in
the Indian telephony market. Airtel was named India's second most valuable brand in the
first ever Brands ranking by Millward Brown and WPP plc.

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4G
On 19 May 2010, the broadband wireless access (BWA) or 4G spectrum auction in India
ended. Airtel paid ₹33.1436 billion (US$490 million) for spectrum in 4 circles: Maharashtra
and Goa, Karnataka, Punjab and Kolkata. The company was allocated 20 mhz of BWA
spectrum in 2.3 ghz frequency band. Airtel's TD-LTE network is built and operated by ZTE
in Kolkata and Punjab, Huawei in Karnataka, and Nokia Siemens Networks in Maharashtra
and Goa. On 10 April 2012, Airtel launched 4G services through dongles and modems using
TD-LTE technology in Kolkata, becoming the first company in India to offer 4G services.
The Kolkata launch was followed by launches in Bangalore (7 May 2012), Pune (18 October
2012), and Chandigarh, Mohali and Panchkula (25 March 2013)

Airtel obtained 4G licences and spectrum in the telecom circles of Delhi, Haryana, Kerala
and Mumbai after acquiring Wireless Business Services Private Limited, a joint venture
founded by Qualcomm, which had won BWA spectrum in those circles in the 4G spectrum
auction.
Airtel launched 4G services on mobile from February 2014. The first city to get the service
was Bangalore. Airtel has started their 4G services in Karnal and Yamunanagar in Haryana
on 16 June 2015. Airtel 4G trials have been started in Delhi from 18 June 2015. Airtel had 1,
20,000 4G subscribers as of May 2014.
As of March 2021, Airtel provides 4G coverage Pan India. Airtel extended its 4G network to
15 km off India's coastline, following a request by the Indian Navy.

Volte
On 3 November 2016, The Economic Times reported that Airtel had awarded a Rs. 402 crore
(US$60 million) contract to Nokia to implement Voice over Long-Term Evolution (volte)
technology on the operator's network nationwide. Airtel had previously awarded a smaller
contract to Nokia for trial of volte technology in select circles in early 2016.

25
 Reliance Jio

Reliance Jio is an entire ecosystem that allows Indians to live the digital life to the fullest.
This ecosystem consists of powerful broadband networks, useful applications, best-in-class
services and smart devices distributed to every doorstep in India. Jio’s media offerings
include the most comprehensive libraries and programmes of recorded and live music,
sports, live and catch up television, movies and events. Jio is about creating connected
intelligence for 6 billion global minds to unleash the power of a young nation. The three-
pronged focus on broadband networks, affordable smartphones and the availability of rich
content and applications has enabled Jio to create an integrated business strategy from the
very beginning, and today, Jio is capable of offering a unique combination of telecom, high
speed data, digital commerce, media and payment services.

• Third largest telecom-operator in India

• 426.2 million subscribers until FY21
• Total wireless and wireline subscriber base stood at 443.61 million and 3.47 million,
respectively, as of July 2021.
• Lowest call drops in the country
• Net profit stood at Rs. 3,508 crore (US$ 472.54 million) in the fourth quarter of FY21

26
4G Volte
Reliance Jio Infocomm Limited, doing business as Jio, is an
Indian telecommunications company and a subsidiary of Jio Platforms, headquartered
in Mumbai, Maharashtra, India. It operates a national LTE network with coverage across all
22 telecom circles. It does not offer 2G or 3G service, and instead uses only voice over
LTE to provide voice service on its 4G network.

Jio soft launched on 27 December 2015 with a beta for partners and employees, and became
publicly available on 5 September 2016. It is the largest mobile network operator in
India and the third largest mobile network operator in the world with over 42.62 crore (426.2
million) subscribers.

In September 2019, Jio launched a fiber to the home service, offering home broadband,
television, and telephone services. As of September 2020, Reliance Industries has
raised ₹1.65 lakh crore (US$22 billion) by selling nearly 33% equity stake in Jio Platforms.

27
 Vodafone – Idea
(VI)

VI or Vodafone Idea Limited is an Indian telecom operator with its headquarters based
in Mumbai and Gandhinagar. It is a pan-India integrated GSM operator
offering 2G, 4G, 4G+, volte, and vowifi services.

As of 30 September 2021, VI has a subscriber base of 269.99 million, making it third largest
mobile telecommunications network in India and 10th largest mobile telecommunications
network in the world.

On 31 August 2018, Vodafone India merged with Idea Cellular, to form a new entity named
Vodafone Idea Limited. Vodafone currently holds a 45.1% stake in the combined entity
and Aditya Birla Group holds a 26% stake. Ravinder Takkar, Ex-CEO of Vodafone
Romania is the current CEO of the company.

On 7 September 2020, Vodafone Idea unveiled its new brand identity, 'VI' which involves
the integration of the company's erstwhile separate brands 'Vodafone' and 'Idea' into one
unified brand.

The merger created the largest telecom company in India by subscribers and by revenue.
Under the terms of the deal, the Vodafone Group holds a 45.2% stake in the combined entity,
the Aditya Birla Group holds 26% and the remaining shares will be held by the public. VI
lost a significant number of gross and active subscribers in the month of August 2020 after
the merger.

Until 7 September 2020, Vodafone Idea Limited operated two separate brands:

Vodafone – a postpaid & Prepaid GSM service.

Idea – a prepaid GSM service, similar to Vodafone Prepaid.

VI also provides services including Mobile payments, iot, enterprise offerings and
entertainment; accessible via digital channels as well as on-ground touch points, centres
across the country.Vi has a broadband network of 340,000 sites, distribution reach of 1.7
million retail outlets.

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 BSNL

Bharat Sanchar Nigam Limited (BSNL) is a government owned telecommunications

service provider headquartered in New Delhi, India. It is under the ownership of Department
of Telecommunications, Ministry of Communications, and Government of India. It was
incorporated on 01 October 2000 by the Government of India. Its top official is designated
as Chairman and Managing Director who is a central government civil servant of the Indian
Communication Finance Service cadre or a central government engineer of the Indian
Telecommunications Service cadre.

It provides total telecom services such as mobile voice and internet services through its
nationwide telecommunications network across India. It is the largest government owned
wireline telecommunications network service provider and fourth largest wireless
telecommunications service provider in India.

BSNL is a technology-oriented company and provides all types of telecom services namely
telephone services on wireline, wireless local loop (WLL) and mobile, broadband, internet,
leased circuits and long-distance telecom service. The company has been in the forefront of
technology with 100% digital technology switching network. BSNL’s nation-wide
telecommunications network covers all district headquarters, sub-divisional headquarters,
Tehsil headquarters and almost all the block headquarters.

As of April 2019, it had about 29.63-million-line basic telephone capacity, 1.39 million
WLL capacity, 114.62 million GSM capacity, 31,611 fixed exchanges, 1,46,172 GSM btss,
95 Satellite Stations, 8,49,990 route kilometre (rkm) of OFC, 2,548 rkm of microwave
network.

100% government owned Public Sector Undertaking

Workforce of around 186,000

Total wireless and wireline subscriber base stood at 17.89 million and 5.83 million,
respectively, as of July 2021.

Total income stood at Rs. 876,144 lakh (US$ 1.19 billion) in the first half of FY21

29
Market Share

30
Future Trends

• India is one of the biggest consumers of data worldwide. As per TRAI, average
wireless data usage per wireless data subscriber was 11 GB per month in FY20. It is
expected to reach to 18 GB by 2024.
• India's 5G subscriptions to have 350 million by 2026. Accounting for 27% of all
mobile subscriptions.
• For domestic consumption and export, Ericsson will start manufacturing 5G radio
products in India.
• The PLI scheme has also triggered entry of several global players manufacturing
mobile devices and components.
• The Union Cabinet approved Rs. 12,195 crore (USS 1.65 billion) production-linked
incentive (PLI) schemes for telecom & networking products under the Department of
Telecom. On October 14, 2021, 31 companies comprising 16 msmes and 15 Non-
MSMES (eight domestic and seven global companies) have been approved under the
Production-linked Incentive (PLI) Scheme.
• Revenue from the telecom equipment sector is expected to grow to US$ 26.38 billion
by 2020. The number of internet subscribers in the country is expected to double by
2021 to 829 million and overall IP traffic is expected to grow four-fold at a CAGR of
30% by 2021.
• According to a Zenith Media survey, India is expected to become the fastest-growing
telecom advertisement market, with an annual growth rate of 11% between 2020 and
2023.
• The Indian Government is planning to develop 100 smart city projects, and iot will
play a vital role in developing these cities. The National Digital Communications
Policy 2018 envisaged attracting investment worth US$ 100 billion in the
telecommunications sector by 2022. App downloads in India is expected to increase to
18.11 billion in 2018F and 37.21 billion in 2022F.

31
 CHAPTER 3
INTRODUCTION
OF
COMPANY

32
3. Introduction to the Company

Jio is the largest 4G network in India. Jio offers fastest network in all over India and is the
most popular company in India. Reliance launched Jio, and it becomes India’s fastest
telecommunication network. Jio provides digital platform to India. The company headquarter
is in Mumbai, Maharashtra, India.

Founder

The main founder of Jio is Mukesh Ambani. He is the chairman and managing director of
Reliance Company. Mukesh Ambani is an Indian billionaire businessman. He is currently
the richest man in Asia with networth of US$1.6 billion and he is listed as fifth richest man
in world. He is a successful man. Ambani was born on 19th April, 1957. Ambani is famous in
over the world. He is also focused on development of country. He also provides social
benefits to people. On 2016, he is honored as Othmer Gold Medal by Chemical Heritage
Foundation.

Journey
On 5th September, 2016, Jio launched its new services with cheap tariff plans. Jio changed
the domestic telecom industry in a big way. The company announced unlimited data, voice
calls and SMS. Jio also provide online payment platform in which customer pay their bills or
recharge online. Now, Jio is the largest telecom industry in India. The company provide
many opportunities to customers to grow with them and make a “Digital India”. Reliance Jio
has partnership with Google to manufacture 4G handset at affordable prices. Jio brand
Ambassador is Shah Rukh Khan.

Mission
Jio mission is to make a digital India and to ensure Indian’s had highest quality and highest
quantity data at affordable prices. The Jio target is to reach in each and every corner of the
world.

33
3.1 Organisation Profile

Company Asset
Jio is one of the fastest networks in India. In 2020, the total assets of Jio Rs.187, 720 crore
(US$26billion).

Networth
Reliance launched Jio with a target that it will be the largest telecom industry in the world.
In 2020, the total networth of Jio Rs.18, 632 crore (US$2.6billion).

Technology

Jio High Speed Internet service is the fourth generation (4G) mobile technology that enables
the delivery of high-speed internet services. It uses voice over LTE to provide voice service
on its network. LTE refers to Long Term Evolution of telecom technology that enables High
Definition voice and high-speed internet access.

Jio logo

The logo of Reliance Jio has a hidden symbolism in it. When you imp the Jio logo around, it
is read 'oil'. The Jio logo seems to represent the past and future of Reliance. Oil is what had
propelled Reliance to become India's biggest company in the 20th century. When ipped over
into the 21st, it's probably going to be Jio.

Technology

Jio High Speed Internet service is the fourth generation (4G) mobile technology that enables
the delivery of high-speed internet services. It uses voice over LTE to provide voice service
on its network. LTE refers to Long Term Evolution of telecom technology that enables High
Definition voice and high-speed internet access.

34
3.2: Organisational Structure

Mukesh Ambani
Chairman of Reliance Industries

Mathew Oommen
President of Reliance Jio

Pravir Kumar
CEO of Reliance Jio

Pankal Thapaliyal
Senior Vice President CEO, Mumbai

35
Sunil Dutt
President Devices and S&D

Azad Singh
Chief Global Mobility Solutions

Shamik Das
Chief Officer – Corporate Development

36
3.3: Marketing Strategies
The business strategy of Reliance Jio is one of the biggest reasons for its success. The use of
the AARRR strategy to penetrate the market adds huge growth to the company. This strategy
includes 5 key components to help a business acquire and retain customers creatively and
cost-effectively.

Reliance Jio paid interest in providing the best and cheapest Internet data services, so their
target audience became the one’s having smartphone, looking for high-speed internet
connection. Not only could this they also created a demand for 4G enabled smartphones as
their services only be availed using that.

➢ Digital Marketing Strategy of Reliance Jio

Reliance Jio has a fantastic digital marketing presence across most platforms, all due to its
brilliant strategy and trendy campaigns. It has garnered over 960k followers on Instagram
alone. Moreover, also has a dominating presence on youtube with 2.36 million
subscribers which have their advertisement campaigns even in regional languages. It also
has an active presence on Facebook with 2.5 million followers. On Twitter, they have
about 666k followers which are way lesser than its strongest competitor. Overall, Youtube
and Facebook is their strength but their twitter needs more improvement.
Reliance Jio has an impressive digital strategy in place. It is now time for us to dig deep and
understand Jio’s digital marketing and social media strategy.

37
➢ Jio Cheers Cricket

Reliance Jio never missed on leaping when it comes to any active participation of India in
sports. “Jio Cheers Cricket” campaign was rolled out to increase the hype of the India-
Pakistan Match. The campaign was integrated using the Thunderclap tool which enabled it to
reach a massive audience. For more engagement, Jio pushed notification engagement to their
subscribers soon #jioforindia started trending on Facebook and Twitter.

• With more than 24.8 million organic reach

• More than 35,000 messages cross platforms

In India, cricket is one of the most popular games. Jio understands the depth of the fans
invested in sponsoring teams in the Indian Premier League. Knowing the interest and craze
for cricket, Jio devises a way to engage all the cricket lovers to answer the outcome of each
ball played in the live cricket match and win prizes every day.

38
➢ Jio’s Business Strategy Analysis

Reliance Jio paid interest in providing the best and cheapest Internet data services, so their
target audience became the one’s having smartphone, looking for high-speed internet
connection. Not only could this they also created a demand for 4G enabled smartphones as
their services only be availed using that.
Not only is Jio targeting people using smartphones but also the industries which require the
use of digital technology. Bridging gap between customer merchants and the final consumer.

Their planning basically consists of 5 steps:

Step One: Undercut the market price by giving attractive discounts and free promotional
Data.

Step Two: Let everyone switch to JIO or at least buy a JIO sim to experience data for free.

Step Three: Unleash the power of fibre optic network to give super fast internet and make
people realize that 1GB data is not really much.

Step Four: Grow your subscriber base by having good customer care and awesome plans.

Step Five: Recover your investment using the large number of users accumulated

39
 3.4 Swot Analysis

• Strengths of Reliance Jio

Strengths are defined as what each business does best in its gamut of operations
This can give it an upper hand over its competitors. They are internal attributes
And resources that support a successful outcome and can be used for competitive
Advantage. The following are the strengths of Reliance Jio:

➢ Strongest Customer Acquisition strategy

➢ Strong backing by parent company
➢ Innovative technology
➢ Strong customer base
➢ Market share
➢ Brand management and advertising strategies
➢ Fast and wide network
➢ Multiple offerings under a single name

• Weaknesses of Reliance Jio

Weaknesses are internal attributes and resources that work against a successful
Outcome. It is used to refer to areas where the business or the organisation needs
Improvement.

➢ Late entry into the market-

➢ Activation Issues
➢ Pricing Controversies -
➢ Too many freebies-
➢ Poor data connection-

40
• Opportunities of Reliance Jio

Opportunities are classifed as external elements that the entity can capitalise on or use to its
advantage to achieve its goals. These arise when an organisation can take
Benefit of conditions in its environment to plan and execute strategies that enable it to
become more proftable.

➢ Future driven technology

➢ Apps
➢ Competitive Pricing Strategies
➢ Expansion to other countries
➢ Smartphones
➢ Focus on customer service and MNP
➢ Partnerships and collaborations
➢ Television

• Threats of Reliance Jio

Threats arise when conditions in external environment jeopardise the reliability and
profitability of the organisation's business. These external factors could gravely affect the
success of the business venture.

➢ Risk of loss of customers

➢ Removal of free services
➢ Loyal customer base of existing players
➢ Criticism and negative image
➢ Poor Code of ethics
➢ Technology
➢ Government policies
➢ Mergers and collaborations of competitors

41
 CHAPTER 4

RESEARCH METHODOLOGY

42
 4. Research methodology
Research methodology systematically solves the research problem. It may be understood as a
science of studying how research is done scientifically. In it we study the various steps that
are generally adopted by a researcher in studying his research problems along with logic
behind them. It is necessary for the researcher to know not only the research method but also
the methodology. The scope of research methodology is wider than that of research methods.
Thus, when we talk of research methodology we not only talk of research methods but also
consider the logic behind the methods we use in the context of our research study and
explain what we are using a particular method or techniques and why we are not using others
so that research result are capable of being evaluated either by the researcher or by others.

Method of data collection

The task data collection being collection after a research problem has been defined and
research design chalked out while deciding about the method of data keep in mind two types
of data.

► Primary data

► Secondary data

43
4.1 Research Design
Research design is the framework of research methods and techniques chosen by a
researcher. The design allows researchers to hone in on research methods that are suitable for
the subject matter and set up their studies up for success.

The design of a research topic explains the type of research (experimental, survey
research, correlational, semi-experimental, review) and also its sub-type (experimental
design, research problem, and descriptive case-study).

There are three main types of designs for research: Data collection, measurement, and
analysis. The type of research problem an organization is facing will determine the research
design and not vice-versa.

The design phase of a study determines which are used:-

Quantitative:

Quantitative research is for cases where statistical conclusions to collect actionable insights
are essential. Numbers provide a better perspective to make critical business decisions.
Quantitative research methods are necessary for the growth of any organization. Insights
drawn from hard numerical data and analysis prove to be highly effective when making
decisions related to the future of the business.

Descriptive research design:

In a descriptive design, a researcher is solely interested in describing the situation or case

under their research study. It is a theory-based design method which is created by gathering,
analyzing, and presenting collected data.

Primary data
These are collected a fresh and for first time and thus happen to be original in character. In
this project researher has collected data through scheduling this method of data collection is
very much like the collection of data through questionnaire method. While little differences
lies in the fact schedule (Performa to contain a set of questions) are being in by the
Enumerator who are specially appointed for the purpose. These Enumerators along with
schedules go to responded, put them the question from the perform in the order of question
listed and record the replies in the space meant for the same in the preformed

44
Secondary data
Means that are already available i.e they refer to the data which have already been collected
and analyzed by someone else. Secondary data may either be published data are available.
Thus we can say that the following methodology has been used to obtain the necessary
information and material for the project work.

Direct method:
This method involves the direct interaction with the people Lo collection the relevant
information like company personnel, dealers, customer etc, and collect the information
through questionnaires.

Indirect method:
This method involves the collection of information through magazines, articles, internet,
website, etc, and also the process of drawing the conclusion with the help of analyzing the
question of the questionnaires. I have conducted a market research by visiting various shops
and houses.

45
4.2 Sources of Data
The primary methods of data collection that is questionnaire technique was used to collect
the data required. No of Respondents include both male and female. Convenience sampling
method has been adopted under the non - probability sampling technique and about 200
samples have been collected for the study.

Sampling size

The study was conducted towards telecom users. The size of the population is 200 and the
survey was conducted. A structured questionnaire designed to collect the data. A total of 200
respondents were asked from them 200 were found flawless thus used for data analysis.

Area covered:

Regarding the survey and research researcher have asked respondents to answer the google
survey forms across PAN India market region.

4.3 Data Collection Tools and techniques

The data collect for the research can be classified as primary data and secondary data.
Primary data is collected by providing existing customer and expected customer of telecom
users and making them fill up the questionnaire. Secondary data is from internet, books,
magazine etc.

Research instrument
The instrument use for data collection is structured questionnaire. Question is open and close
ended depending upon the information that needed to be elicited. Questionnaire.

Sampling plan
Keeping all the constrains in mind a sample size of 200 people .The sampli is systematic
sampling procedure

46
4.4 Sample Design

• AGE
AGE
15-30 12%

31-45
46-60 14%

60+ 17% 57%

• Gender of Respondants
GENDER 1%

46% MALE
53%

FEMALE

• Respondants Areas
Part of country
Western INDIA South INDIA North INDIA
Central INDIA North-East INDIA

15%
31%
20%

14%
20%

47
 CHAPTER 5
DATA ANALYSIS AND INTERPRETATION

48
5. Data Analysis and Interpretation
• The number of members using Reliance Jio in the respondents family was recorded which
recorded majority of 49% of 2 to 3 members using and 31% of more than 5 members
were using and the remaining 20% of recorded only 1 member using.
How many family members have jio sim?
1 member 2 to 4 members 3+ members

20%
31%

49%

• The respondents were also asked regarding how long they have been using the Reliance
Jio sim which recorded that the majority of 46% of the respondents were using Jio sim for
for more than 3 year. 43% of the respondents were using Jio more than a year but less
than 3 years and the remaining 11% were using less than 1 year.

How long you have been using Jio sim?

less than 1 year 1-3 years 3+ years

11%
46%

43%

• The respondents were also asked whether they were satisfied and impressed by the
marketing strategy used by the Reliance Jio which recorded that majority of 84% of the
respondents stated yes and the remaining 16% stated no.

Are you Impresed with Jio's marketing

strategy?
Yes No
16%

84%

49
 • The respondents were asked on what factor did they select Reliance Jio which recorded
that the majority of 28% selected due to the free services provided and 29% selected due
to cheaper 4G services and 15% selected due to the net speed and 14 – 14% selected due
to the area coverage and other reasons.
Free services Reasons for buying Reliance Jio?
Cheaper rates 14%
28%
Area coverage 15%
Net Speed 14%
29%
Other reasons

• The respondents were aske they need in Reliance Jio which recorded that majority asked
for coverage area. Next 27% ast for need speeds. 11% pointed for tariffs price and last 30%
have other issues

Improvement required
Coverage Net Speed Lower tariffs Others

30% 32%

11%
27%

• The respondents were asked the problems they faced in Reliance Jio which recorded that
majority of 46% respondents faced coverage issue and 33% respondents faced Call drop
and tower problems and 13% respondents faced issues with the tariffs plans and the
remaining 8% faced other issues and problems.

Problems with Jio

Network
Coverage
8%
Call drop
13%
46%
Tariff
Prices
33%
Other

50
 CHAPTER 6
CONCLUSIONS

51
6.1 Findings

Pre-Launch Offer – Jio's success owes a lot towards the pre-launch offer by them which
were the main reason towards the attraction and capture of the consumer-base. Jio made
everything completely free to users till March 2017. Some of the things included were Jio's
data, voice and video as well as a whole array of applications that came along with it. The
main reason behind this strategy was to allow users to get comfortable with Jio and enable
everyone to try it out without spending any money. They used this time to also generate
feedback from customers to improve their services.

• Reliance Jio is 4G only – This was also another advantageous strategy of Jio by marketing
it as 4G only, by taking a dig at the competitor networks that falls to 2G and 3G. To access
this facility the consumers needed a 4G compatible phone with a volte support.

• Coverage – Reliance Jios coverage is significantly higher than other operators. The
network covers more than 20,000 cities and towns and has a "good coverage in 80% of the
cities" it is a growing number and is yet to capture a larger coverage.

• Free voice calls and roaming - Ambani had mentioned jio would not charge for voice calls
even if it is to any other operator and even if it is in roaming also which is a huge added
benefit for Jio to capture the customers from other operators

• Cheapest Data - Jio had introduced the cheapest data plan of only Rs.50 per GB which was
the main attraction of the customers towards this operator it also had offered many other
packages of lower prices which changed and impacted the whole industry. Through this
introductory cheap price of a reputated company they were able to capture the market share
and millions of subscribers.

52
6.2 Suggestions

After this study some points emerge which should be implemented by the services provided
by Relinace JIO.

• Relinace JIO should be given more space in online advertising.

• In Online advertising should be published in colored forms more now days.
• More people for events should be given in the form of online advertising.
• Provide more quality mobiles with JIO SIM
• Bring more offer to attract non JIO SIM users
• Low speed of JIO SIM is due to less number of network connections. So, widen the
network.

6.3 Limitations
Though, best efforts have been made to make the study fair, transparent and error free. But
there might be some inevitable and inherent limitations. Though outright measure are
undertaken to make the report most accurate. The limitation of the survey is narrated below:

• There may be some biased response from the respondents

• Some respondents did not provide the full data.
• Unwillingness on the part of the customers to disclose the information as per the
questionnaire.
• The decisiveness on the part of the customers regarding some question hence difficulty
faced in recording and analyzing the data.
• Survey was conducted online, so personal explanation was not provided to respondents.
• Lack ofpersonal Interaction

53
6.4 Conclusion

From the above results and analysis we can say that a majority of the increasing customer
base of jio is primarily because of the impressive marketing strategies tackled by Jio. The
introductory free offer created a huge impact on consumers behaviour and as well as on the
competitors strategies to compete in the industry. The impact of Jio was a changer for the
telecom industry and led to mergers and acquisitions within the industry.

Jio's marketing strategies had left many of the competitors in a vulnerable state. From the
above data we found out that the low price offered by Jio was the major attraction of
consumers towards this service which reduced their monthly. The free voice and roaming
service by Jio was also a big marketing strategy by them as this seemed as a very viable
service to have by consumers. From the article we could also interpret that Jio had put into a
lot of effort and research behind the marketing strategies adopted by them by capturing the
areas where they knew consumers were lacking from other operators.

As per the data analysis and survey conducted it can be concluded that most of the
consumers lie in the age group 15-25 and they preferred speed and free services over most of
the other features of jio . Most of the respondents already knew about the Jio and their new
launched free services back then 2016.

54
7. Learning from the project

After spending so much time on this research I got chance to learn following things:-

1. This project gives me an idea about Reliance Jio Infocomm and the services, products
offered by them. It also gives me an idea about their business plan.
2. This project helps me understand the marketing strategies used by the Telecom service
industry for promoting their services and product.
3. It also helps me understand about primary and secondary data and data collection
process. Data collection process assists to collect, store and analysis data.
4. The project helped me improve my communication skills and negotiation skills,
understand the market research process and how to prepare a market research project.

55
 • Annexure

Q1. What is your age?

 15-30
 31-45
 46-60
 60+

Q2. What is your gender?

 Male
 Female.
 Not to say

Q3. Which part of your country you belong?

 Western India
 South India
 North India
 Central India
 North- East India

Q4. How many family members use jio sim?

 1 member
 2 -4 member
 4+ member

Q5.How long you have been using jio sim?

 >1year
 1-3 years
 3+ years

Q6.Are you impresed with jio’s marketing strategies?

 Yes
 No.

56
Q7. Reasons behind for purchasing jio sim?
 Free Services
 Cheaper Rates
 Area Coverage
 Net speed
 Other reasons

Q8. Where jio can improve more?

 Coverage
 Net speed
 Lower tariffs
 Others

Q9. Problem you faced with Jio

• Network coverage
• Call Drop
• Tariff Prices
• Others

57
• Biblliography

➢ How Reliance Jio could impact RIL and the telecom industry - ET Telecom
➢ Mansi Taneja, 7 Sep 2018, "Reliance Jio impact: 15,000 people lost jobs, just 3
companies left in 2 years", www.zeebiz.com
➢ Https://www.ijcrt.org/papers/IJCRT1705136
➢ Https://iide.co/case-studies/reliance-jio-marketing-strategy/
➢ Https://www.statista.com/statistics/258797/market-share-of-the-mobile-telecom-
industry-in-india-by-company/
➢ Https://www.ibef.org/industry/indian-telecommunications-industry-analysis-
presentation

58
59