+ 44 20 8144 3706Executive Summary:
In the Indian telecom market, few firms operate like Vodafone, Idea, Airtel and Jio. Jio is the subsidiary company owned by Reliance. Jio with an inception offer its services at a low price to the customers. Cheaper call and data plan to attract people and assist firm to create 1 million subscriber bases in a few months. The firm uses innovative technology for giving services to customers and its products are according to their value system. TRAI also give sufficient support to the firm. Hence, the business environment is favorable for the firm. There is higher competition and less bargaining power of the firm due to low switching cost for the customers and presence of alternatives in the market. Advance technology and cheaper data plans are a major strength of the firm. Currently the technology that Jio have can adapt for 5G and 6G and this will create opportunities for the firm. Urban and tier 2 middle and upper class segments are a major target audience of the firm because they want more data at cheaper rate as they spend more time on the internet network. Jio do aggressive marketing and distribution of its services in India. However, its apps are not used on a large scale in India. Hence, it is recommended that firm must do marketing through Facebook and online games and make AI based improvements in its entertainment related apps.
Introduction:
Reliance Jio is the one of the Indian fastest growing telecommunication company. In the present research study, situation analysis of Jio is done by use PEST analysis and Porter five force model. Further, by applying SWOT model strength and weakness of the Jio is identified and opportunities and threats present in the market are explored. In the middle part of the report, targeting and positioning strategy of the firm is also discussed in detail. At end of the report, marketing mix strategy is discussed along with it recommendation is given. At last, conclusion section is given
Conclusion:
On the basis of the above discussion, it is concluded that Jio follow an appropriate pricing strategy in its business. It does thorough market research and identify that customers intend cheaper plans with better quality of service. Firm charge low price and on same provide call and internet service. Thus, low price and inclusion of multiple services in single value attract people towards Jio. However, still majority of subscribers don’t use Jio mobile apps and due to this reason firm need to take additional steps to promote the use of apps on mobile. The business environment is congenial for the firm and threat from rivals is very high as they also offer services at competitive price in the market. Jio targeted Urban and tier 2 middle and upper class segments and by doing aggressive marketing through varied channels elevate subscriber base at fast pace.
Reference:
Books and Journals:
Aleem, S. A.. and Ahmed, B. 2017. Experiential Marketing in Cellular Service-A Case Study of Reliance Jio. International Journal in Management & Social Science. 5(5). 74-85.
Haq, N. 2017. Impact of reliance JIO on the Indian telecom industry. International Journal of Engineering and Management Research (IJEMR). 7(3). 259-263.
Joy, T.. and Bahl, S. 2018. Disruption by Reliance Jio in Telecom Industry. International Journal of Pure and Applied Mathematics. 118(20). 43-49.
Kalyani, P. 2016. An Empirical Study on Reliance JIO Effect, Competitor’s Reaction and Customer Perception on the JIO’S Pre-Launch Offer. Journal of Management Engineering and Information Technology. 3(5). 18-36.
Kulkarni, S. A.. and Vel, K. P. 2019. Reliance Jio—Late, but the Latest and Later?. In Business and Management Practices in South Asia (pp. 203-222). Palgrave Macmillan, Singapore.
Laddha, S.. and Trivedi, A. 2017. Customer perception towards brand Reliance Jio. Asia Pacific Journal of Research in Business Management. 8(6). 1-17.
Mago, Z. 2017. New trends of marketing communication based on digital games. European Journal of Science and Theology. 13(6). 171-182.
Medhi, M. 2017. A Study On Customer Satisfaction Level Of Using Reliance Jio Network In Tezpur, Assam. Journal of Marketing Strategy. 5(3). 44-50.
PATEL, B. K. 2018. A STUDY ON MARKETING STRATEGY ADOPTED BY LEADING PLAYERS OF TELECOM SECTOR IN GUJARAT STATE. CLEAR International Journal of Research in Commerce & Management. 9(6).
Patlolla, R.. and Doodipala, M. R. 2018. Distracting the Indian telecommunication sector: an analytical study on Reliance Jio network. Am. J. Mark. Res. 4(2). 34-43.
TS, R.. and MENON, S. 2018. Marketing Strategy of Telcom Retail Sector–A Comparative Study between BSNL and Private Operators. International Journal of Multidisciplinary Approach & Studies. 5(1).
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Facebook marketing., 2020. [Online].
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