MINOR PROJECT REPORT

An Analysis of study on the Marketing aspects of JIO

Submitted in partial fulfilment of the requirement for the award of the

Degree of BACHELOR OF BUSINESS ADMINISTRATION

Submitted to: Submitted by: Yash Singh

Mrs. Aastha Enrollment no. 07015601721

DEPARTMENT OF BUSINESS ADMINISTRATION

DR. AKHILESH DAS GUPTA INSTITUTE OF TECHNOLOGY AND MANAGEMENT
Affiliated to Guru Gobind Singh Indraprastha University
 CERTIFICATE

This is to certify that the report entitled, “An analysis of study on the Marketing
Aspects of JIO” submitted by Yash Singh in partial fulfilment of requirements for
the award of the degree of Bachelors of Business Administration in Dr. Akhilesh
Das Gupta Institute of Technology and Management (affiliated to GGSIPU) is
carried out by him under my supervision and guidance.

Mrs. Aastha
 ACKNOWLEDGEMENT

I wish to express my gratitude to DR.Akhilesh Das Gupta Institute of Technology

& Management for giving mean opportunity to be a part of such kind of learning
experience, which will surely enhance my knowledge and skills.

I am grateful to my faculty guide, Mrs. Aastha for his valuable guidance and
cooperation during the course of the project. She provided me herassistance and
support whenever needed that has been instrumental in completion of the project.

The project has been a great experience the learning and the exposure got through
this project was immense and this will surely help me in my future pursuits.

YASH SINGH
 TABLE OF CONTENT

CONTENT
⚫ Certificate

⚫ Acknowledgment

⚫ Introduction

⚫ Industy Profile
⚫ Company Profile Realiance JIO
⚫ Research Methodology
⚫ Data Analysis
⚫ Findings

⚫ Limitations

⚫ Conclusion

⚫ Bibliography
 INTRODUCTION

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 contribute to the goals of the
company and its marketing objectives.

Developing a marketing strategy

Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill
market needs and reach marketing objectives. Plans and objectives are generally tested for
measurable results. Commonly, marketing strategies are developed as multi-year plans, with a
tactical plan detailing specific actions to be accomplished in the current year. Time horizons
covered by the marketing plan vary by company, by industry, and by nation, however, time
horizons are becoming shorter as the speed of change in the environment increases, Marketing
strategies are dynamic and interactive. They are partially planned and partially unplanned. See
strategy dynamics. Marketing strategy needs to take a long term view, and tools such as
customer lifetime value models can he very powerful in helping to simulate the effects of
strategy on acquisition, revenue per customer and churn rate.

Marketing strategy involves careful and precise scanning of the internal and external
environments. Internal environmental factors include the marketing market analysis, as well as
evaluation of any elements of the technological, economic, cultural or political/legal
environment likely to impact success. A key component of marketing strategy is often to keep
marketing in line with a company's overarching mission statement.
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 Modeling 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.

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:
1) Leader
2) Challenger
3) Follower
4) 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.

1) Market introduction strategies

"At introduction, the marketing strategist has two principle strategies to choose from: penetration
or niche" (47).

2) Market growth strategies

"In the early growth stage, the marketing manager may choose from two additional strategic
alternatives: segment expansion (Smith, Ansoff) or brand expansion (Borden, Ansoff, Kerin and
Peterson, 1978)" (48).

3) 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" (48).

4) 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 (1965, p. 109) observed: 'No financial
accounting can adequately convey all the hidden costs. At some point, with declining sales and
rising costs, a harvesting strategy becomes unprofitable and a divesting strategy necessary" (49).

Early marketing strategy concepts

. Borden's "marketing mix"

"In his classic Harvard Business Review (HBR) article of the marketing mix, Borden (1964)
credits James Culliton in 1948 with describing the marketing executive as a 'decider' and a 'mixer
of ingredients. This led Borden, in the early 1950s, to the insight that what this mixer of
ingredients was deciding upon was a 'marketing mix"".

.Smith's "differentiation and segmentation strategies"

"In product differentiation, according to Smith (1956, p. 5), a firm tries bending the will of
demand to the will of supply. That is, distinguishing or differentiating some aspect(s) of its
marketing mix from those of competitors, in a mass market or large segment, where customer
preferences are relatively homogeneous (or heterogeneity is ignored, Hunt, 2011, p. 80), in an
attempt to shift its aggregate demand curve to the left (greater quantity sold for a given price)
and make it more inelastic (less amenable to substitutes).
.Dean's "skimming and penetration strategies"

"With skimming, a firm introduces a product with a high price and after milking the least price
sensitive segment, gradually reduces price, in a stepwise fashion, tapping effective demand at
each price level. With penetration pricing a firm continues its initial low price from introduction
to rapidly capture sales and market share, but with lower profit margins than skimming".

.Forrester's "product life cycle (PLC)"

"The PLC does not offer marketing strategies, per se; rather it provides an overarching
framework from which to choose among various strategic alternatives".

Corporate strategy concepts

.Andrews' "SWOT analysis"

"Although widely used in marketing strategy. SWOT (also known as TOWS) Analysis
originated in corporate strategy. The SWOT concept, if not the acronym, is the work of Kenneth
R. Andrews who is credited with writing the text portion of the classic: Business Policy: Text
and Cases (Leamed et al., 1965)" (41).

.Ansoff's "growth strategies"

"The most well-known, and least often attributed, aspect of Igor Ansoff's Growth Strategies in
the marketing literature is the term 'product-market. The product-market concept results from
Ansoff juxtaposing new and existing products with new and existing markets in a two by two
matrix" (41-42).

Porter's "generic strategies"

Porter generic strategies- strategy on the dimensions of strategic scope and strategic strength.
Strategic scope refers to the market penetration while strategic strength refers to the firm's
sustainable competitive advantage. The generic strategy framework (porter 1984) comprises two
alternatives each with two alternative scopes. These are Differentiation and low-cost leadership
each with a dimension of Focus broad or narrow.
⚫ Product differentiation
⚫ Cost leadership
⚫Market segmentation

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 outlet.
Raymond Miles' Strategy Categories

In 2003, Raymond Miles proposed a more detailed scheme using the categories: Miles, Raymond
(2003). Organizational Strategy. Structure, and Process. Stanford: Stanford University Press.
ISBN 0-8047-4840-3.

⚫Prospector

⚫Analyzer

⚫Defender

⚫ Reactor
⚫ Marketing warfare strategies This scheme draws parallels between marketing
strategies and military strategies.
BCG's "growth-share portfolio matrix" "Based on his work with experience curves (that also
provides the rationale for Porter's low cost leadership strategy), the growth share matrix was
originally created by Bruce D. Henderson, CEO of the Boston Consulting Group (BCG) in 1968
(according to BCG history). Throughout the 1970s, Henderson expanded upon the concept in a
series of short (one to three page) articles in the BCG newsletter titled Perspectives (Henderson,
1970, 1972, 1973, 1976a, b). Tremendously popular among large multi-product firms, the BCG
portfolio matrix was popularized in the marketing literature by Day (1977)" (45).

Strategic models
Marketing participants often employ strategic models and tools to analyze marketing decisions.
When beginning a strategic analysis, the 3C's model can be employed to get a broad
understanding of the strategic environment. An Ansoff Matrix is also often used to convey an
organization's strategic positioning of their marketing mix. The 4Ps can then be utilized to form a
marketing plan to pursue a defined strategy, Marketing Mix Modeling is often used to simulate
different strategic flexing go the 4Ps. Customer lifetime value models can help simulate long-
term effects of changing the 4Ps, eg: visualize the multi-year impact on acquisition, churn rate,
and profitability of changes to pricing. However, 4Ps have been expanded to 7 or 8Ps to address
the different nature of services.
 INDUSTRY PROFILE

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 isgrowing
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.
International Data Corporation (IDC) predicts India to overtake US as the second largest
smartphone market globally by 2017 and to maintain high growth rate over
next few years as people switch to smartphones and gradually upgrade to 4G.
Market Size
Driven by strong adoption of data consumption on handheld devices, the total mobile services
market revenue in India is expected to touch USS 37 billion in 2017, registering a Compound
Annual Growth Rate (CAGR) of 5.2 per cent between 2014 and 2017, according to research firm
IDC.
India is expected. have over 180 million smartphones by 2019, contributing around 13.5 per cent
to the global smartphone market, based on rising affordability and better availability of data
services among other factors & According to a report by leading research firm Market Research
Store, the Indian telecommunication services market will likely grow by 10.3 per cent year-on-
year to reach USS 103.9 billion by 2020. According to the Ericsson Mobility Report India,
smartphone subscriptions in India is expected to increase four-fold to 810 million users by 2021,
while the total smartphone traffic is expected to grow seventeen-fold to 4.2 Exabytes (EB) per
month by 2021.

According to a study by GSMA, smartphones are expected account for two out of every three
mobile connections globally by 2020 making India the fourth largest smartphone market. Total
number of Fourth-Generation (4G) enabled smartphone shipments in India stood at 13.9 million
units in the quarter ending December 2015, which was more than 50 per cent I total shipments,
thereby surpassing number of Third-Generation (3G) enabled smartphone shipments for the first
time. Broadband services user-base in India is expected to grow to 250 million connections by
2017.
Market share mobile of network operators as on 31 July 2016

Airtel: 256.8 million (24.3%)

Vodafone: 199.7 million (18.9%)

Idea: 176.49 million (16.7%)

RCom: 95.46 million (9,0%)

BSNL: 90.71 million (8.6%)

Aircel: 89.33 million (8.5%)

Tata Docomo: 58.67 million (5.6%)

Telenor: 53.11 million (5.0%)

Jio: 24 million (2.3%)

MTS: 7.35 million (0.7%)

MTNL: 3.59 million (0.3%)

 COMPANY PROFILE RELIANCE JIO

Reliance Jio Infocomm Limited (RJIL), a subsidiary of Reliance Industries Limited (RIL),
India's largest private sector company, is the first telecom operator to hold pan India Unified
License. This license authorises RJIL Communication by Satellite Service to provide all
telecommunication services except Global Mobile Personal.
RJIL. holds spectrum in 1800 MHz (across 14 circles) and 2300 MHz (across 22 circles) capable
of offering fourth generation (4G) wireless services. RJIL plans to provide seamless 4G services
using FDD-LTE on 1800 MHz and TDD-LTE on 2300 MHz through an integrated ecosystem.

RJIL is setting up a pan India telecom network to provide to

the highly underserviced India market, reliable (4th
generation) high speed intemet connectivity, rich
communication services and various digital services on pan
India hasis in key domains such as education, healthcare,
security, financial services, government citizen interfaces and
entertainment. RJIL aims to provide anytime, anywhere
access to innovative and empowering digital content,
applications and services. therebypropelling India into global leadership in digital economy.
RJIL is also deploying an enhanced packet core network to create futuristic high capacity
infrastructure to handle huge demand for data and voice. In addition to high speed data, the 4G
network will provide voice services from/to non-RJIL networks.

Reliance Jio is part of the "Bay of Bengal Gateway" Cable System, planned to provide
connectivity between South East Asia, South Asia and the Middle East, and also to Europe,
Africa and to the Far East Asia through interconnections with other existing and newly built
cable systems landing in India, the Middle East and Far East Asia.

RJIL's subsidiary has been awarded with a Facility Based Operator License ("FBO License") in
Singapore which will allow it to buy, operate and sell undersea and/or terrestrial fibre
connectivity, setup its internet point of presence, offer internet transit and peering services as
well as data and voice roaming services in Singapore.
RJIL has finalised key agreements with its technology partners, service providers. infrastructure
providers, application partners, device manufacturers and other strategic partners for the project.
These strategic partners have committed significant resources, knowhow and global talent to
support planning, deployment and testing activities currently underway.
Home to the world's second largest population of 1.2 billion, India is a young nation with 63% of
its population under the age of 35 years. It has a fast growing digital audience with 800 million
mobile connections and over 200 million internet users. Reliance thoroughly believes in India's
potential to lead the world with its capabilities: in innovation. Towards that end, Reliance
envisages creation of a digital revolution in India.
Reliance Jio aims to enable this transformation by creating not just a cutting-edge voice and
broadband network, but also a powerful ecosystem on which a range of rich digital services will
be enabled-a unique green-field opportunity. 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.

PRODUCTS/SERVICES AND PROCESSES/FACILITIES

The company will launch its 4G broadband services throughout India in the first quarter of 2016-
2017 financial year. It was slated to release in December 2015 after some reports said that the
company was waiting receive final permits from the government. Mukesh Ambani, owner of
Reliance Industries Limited (RIL) whose Reliance Jio is the telecom subsidiary, had unveiled
details of Jio's fourth-generation (4G) services on 12 June 2015 at RIL's 41st annual general
meeting. It will offer data and voice services with peripheral services like instant messaging, live
TV, movies on demand, news, streaming music, and a digital payments platform. The company
has a network of more than 250,000 km of fiber optic cables in the country, over which it will be
partnering with local cable operators to get broader connectivity for its broadband services. With
its multi-service operator (MSO) licence, Jio will also serve as a TV channel distributor and will
offer television-on demand on its network.

PAN-INDIA SPECTRUM
Jio owns spectrum in 800 MHz and 1,800 MHz bands in 10 and 6 circles, respectively, of the
total 22 circles in the country, and also owns pan-India licensed 2,300 MHz spectrum. The
spectrum is valid till 2035. Ahead of its digital services launch, Mukesh Ambani-led Reliance Jio
entered into a spectrum sharing deal with younger brother Anil Ambani-backed Reliance
Communications. The sharing deal is for 800 MHz band across seven circles other than the 10
circles for which Jio already owns.
 4G SERVICE PROVIDERS IN LUCKNOW

Lucknow is in UP EAST telecom region.

Important Cities close to LUCKNOW:
Agra, Aligarh Allahabad, Bareilly, Gorakhpur, Kanpur, Lucknow, Moradabad,
Varanasi, Faizabad Fatehpur Ferozabad, Jhansi, Mathura, Muzaffarnagar
Providers with 4G coverage in LUCKNOW:
Airtel, Vodafone. Reliance Jio, BSNL, Aircel, Telenor
Major Participants:
Reliance Jio, Airtel, Vodafone
 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 step 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,

1)PRIMARY DATA
2)SECONDARY DATA

PRIMARY DATA are those which are collected a fresh and for first time and thus happen to be
original in character. In this project I collected data through scheduling method 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.
SECONDARY DATA Means that are already available ie 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.

Data collection: In this project the data has been collected from different people in different area
by conducting informed interviews.

Area covered: Regarding the survey and research I have meet different type of people and
visited various shops, houses, offices in Lucknow market region.

Field market:
It includes giving out in the field to collect required information and data from a concerned
person.

I used to visit various offices conducting a short informal interviews which help to know all the
necessary information and data required for the project work under this survey my main target
was to have on interaction with the customers to find out as to what do they perceive with respect
to finance to find out potential of different product of range, financing and market share of
existing players in the market. I conducted my survey through a system of questions that are field
by the customers as well as by me during survey, which has been included in the report.
 FINDINGS
⚫ 45% respondent said that they know about Relinace JIO, 35% no, but 20% can't say.

⚫ 40% know about that advertisement, 20% about friend, 20 from internet and

⚫ 20% are know another media.

⚫ 45% respondent using Relinace JIO Product, but 55% said that they are using Vaseline Products.

⚫ 40% respondent said that Vaseline provide better quality & 60% said about Relinace JIO.

⚫ 55% respondent said that Relinace JIO gives better satisfaction & 45% said that Vaseline gives better
satisfaction.

⚫ 30% respondent said that Relinace JIO gives better schemes on retail. 70% said gives better schemes
on retail.

⚫ 60% respondent said that Relinace JIO Products advertisement is better & 40% said Vaseline.

⚫ 35% respondent said that Relinace JIO's sales promotion is better, 65% respondent said Vaseline's
sales promotion is better.

⚫ 47% respondent said that Relinace JIO's marketing strategy is better and 53% said that marketing
strategy is better.

⚫ 44% respondent said that Relinace JIO gives best sales strategy but 56% said that Vaseline gives best
sales strategy.

⚫34% respondent said that Relinace JIO product range is better but 66% said that Vaseline product
range is better.

⚫47% respondent said that a Relinace JIO sale is better but 53% said that Vaseline sale is better.

⚫ 55% respondent said that Relinace JIO sales person behaviour better and 45% said that Vaseline.

⚫ 40% respondent said that Relinace JIO's customer satisfaction is better 60% said that Vaseline.
 LIMITATION

Though, best efforts have been made 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:

⚫ The project is valid for Lucknow only.

⚫ It was not possible to cover each and every area due to time constrains.

⚫ 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.

RECOMMENDATION AND SUGGESTION

⚫ 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
 CONCLUSION

It was observed that Relinace JIO has been perceived quite positively as it has been projected.
People are aware of the Brand & Awareness of Relinace HO is quite high in the market.
Although Relinace JIO has been into controversies, people still prefer to stay loyal to the Brand
with Relinace JIO being termed as a more popular brand than Vaseline.

Relinace JIO products would appear, on the shelf, to have the most expensive range of skin care
products common supermarkets, at almost double the cost of no name brands. This can be for
several reasons apart from just to cover the extra costs of promotions, for which no name brands
do without. When people buy Relinace JIO they are not just buying the product but also the
image that goes with it, therefore to have the price higher reiterates the fact that the product is of
a better quality than the rest and that the consumer is not cheap.

In supermarkets and convenience stores Relinace JIO has their own setup which contains only
their products. There is little personal selling, but that is made up for in public relations and
corporate image. Relinace JIO sponsors a lot of events including sports and recreational
activities.
 BIBLIOGRAPHY

Websites:

1. www.google.com

2. www.relinacejio.com

3. www.wikipedia.com

Books:

⚫ Phelip Kolter