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Marketing Mix of Jio: Product

Reliance Jio provides 4G services, phones, and internet at low prices across India. It offers free voice/data plans and digital services. Jio aims to connect 1 billion homes to its internet platform and launched fiber broadband services. It partners with international companies and sponsors events to promote its brand aggressively through various media.

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Kartik Jasrai
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175 views2 pages

Marketing Mix of Jio: Product

Reliance Jio provides 4G services, phones, and internet at low prices across India. It offers free voice/data plans and digital services. Jio aims to connect 1 billion homes to its internet platform and launched fiber broadband services. It partners with international companies and sponsors events to promote its brand aggressively through various media.

Uploaded by

Kartik Jasrai
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Marketing Mix of Jio

Reliance Jio is a fully owned subsidiary of Reliance industries. It provides first ever combination
of facilities like free voice calls and roaming, the cheapest data in India, wide coverage, bundled
entertainment services, 4G and JioFiber. It has a remarkable marketing strategy as follows:
Product:
Jio is a telecommunication company which has been providing network services largely to
Indian consumers. These services include 4G services which are pretty much at a rate at which
other companies like idea, Vodafone or airtel used to provide 3G services. Jio offers Jiophones
which has all the 4G facilities and Jiofi, a portable wifi provider, which none of its competitors
were able to provide. Free internet Wi-Fi services were offered during 2016 T-20 matches at
Kolkata, Delhi, Bengaluru, Dharamshala, Mohali and Mumbai cricket stadiums. It provides free
applications like Jiocinema, Jiomusic, Jiomags (magazine e-reader), JioChat messenger, JioTv,
JioMoney wallet, JioDrive and JioXpressnews. Chairman of Reliance Jio, Mukesh Ambani, said
that the company is aiming to connect 1 billion homes on Jio IOT (internet of things) platform.
He also launched Jio Giga Fiber broadband services.

Place:
Reliance Jio has taken several steps towards transforming India so that it becomes a
techno-savvy and digital nation. It has its presence in 22 different zones all over India which
includes 18000 cities and 2 lakes villages. None of its competitors has a parallel reach as jio.
They distributed 4G sims throughout the country and as a necessity, people had to purchase
VoLTE enabled phones, which again,were offered by Jio. Its main target is the youth in the
age groups of 18-35 years who require internet services for variety of uses. Reliance Jio
first launched beta services to its employees and partners on December 27th, 2015. Before
launching telephony services Reliance Jio offered free services for Wi-Fi hotspot in several
Indian cities like Ujjain, Dewas, Jabalpur and Indore in Madhya Pradesh, Visakhapatnam in
Andhra Pradesh, Ahmedabad and Surat in Gujarat, selected locations in cities of Kolkata,
Mumbai, Mussoorie, Bhubaneswar, Meerut and Lucknow.

Price:
When Jio came in 2015, it offered its SIM cards to the people for free, against their AADHAAR
number. On the first day itself, it sold around 14 lakh SIMs. Jio's plan offered free voice calling,
free messages and free internet. This inculcated habit of using internet data in the people and
helped Jio to capture vast market. They adopted loss leading strategy or market penetration
strategy to fetch customers from the existing players in the market. Jio rolled out pricing plans
wherein, the customers are charged reasonably for the data consumption that they undertake.
Voice calling, however, is still free for its users. LYF series Jiophones were priced affordably
with a security deposit of Rs. 1500. Jiofi is priced as low as Rs. 1999. The chairman, Mukesh
Ambani, announced that the plan will start at monthly rental of Rs 700 and go up to Rs 10,000.

Promotion:
It has undertaken aggressive marketing strategy to create brand awareness. It launched
as campaigns on television, radio, newspapers, magazines, billboards and social media
platform. Reliance Jio has partnered itself with BT group, Milicom and Orange, all of them are
international companies which means they are looking for quality over quantity. They have
collaborated with BSNL to provide intra-circle roaming facilities. Also, they have collaborated
with Samsung to provide Jio 5G services. They know the importance of star power and
therefore chose Shahrukh Khan and Amitabh Bachchan as their brand ambassadors. They
sponsored Indian Premier League 2019. Jio is helping the Indian government by running Jio
Digital Life campaign which is equivalent to digitizing the Indian economy. It offers attractive
schemes which leads customers to become their promoters, this is known as referral strategy.

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https://www.marketing91.com/marketing-mix-reliance-jio/

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-bhubaneswar

https://www.google.com/amp/s/m.economictimes.com/markets/stocks/news/ril-to-launch-iot
-from-jan-1-2020-plans-jio-fiber-rollout-in-12-months/amp_articleshow/70639529.cms

Last modified: 11 08 pm

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