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Marketing strategy of reliance jio

Towards partial fulfillment of the award of
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entitled ―Marketing Strategy of Relinace JIO” ...
―It is not possible to prepare a project report without the assistance &
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Marketing strategy of reliance jio

  1. 1. 1 PROJECT REPORT ON ―MARKETING STRATEGY OF RELIANCE JIO” Towards partial fulfillment of the award of The degree of Master of Business Administration (MBA) Submitted By: Guided By: SURAJ SINGH SHAHAR ADBA MBA 4th Sem (Faculty Guide) Roll No.: 1827470024 NARVADESHWAR MANAGEMENT COLLEGE NARENDRA NAGAR, MALHAUR ROAD, CHINHAT LUCKNOW
  2. 2. 2 DECLARATION I do hereby declare that all the work presented in the Report entitled ―Marketing Strategy of Relinace JIO” is carried out and being submitted at the school of management for the award of Master of Business Administration, is an authentic record of Suraj Singh. The work is carried out under the guidance of Ms. Shahar Adba (Faculty Guide). It hasn’t been submitted at any other place for any other academic purpose. Suraj Singh
  3. 3. 3 ACKNOWLEDGEMENT ―It is not possible to prepare a project report without the assistance & encouragement of other people. This one is certainly no exception.‖ On the very outset of this report, I would like to extend my sincere & heartfelt obligation towards all the personages who have helped me in this endeavor. Without their active guidance, help, cooperation & encouragement, I would not have made headway in the project. I am ineffably indebted to Ms. Shahar Adba for conscientious guidance and encouragement to accomplish this assignment. I am extremely thankful and pay my gratitude to my faculty Ms. Shahar Adba for her valuable guidance and support on completion of this project in it’s presently. I extend my gratitude to NARVADESHWAR MANAGEMENT COLLEGE for giving me this opportunity. I also acknowledge with a deep sense of reverence, my gratitude towards my parents and member of my family, who has always supported me morally as well as economically. At last but not least gratitude goes to all of my friends who directly or indirectly helped me to complete this project report. Any omission in this brief acknowledgement does not mean lack of gratitude. Thanking You SURAJ SINGH
  4. 4. 4 PREFACE I respect to the allotted period, I have formed relationship with the organization but informally it is a sacred place for me as it’s my first practical exposure to an organization to know and get aware to an organizational real practical stressful environment. Although I am student of I.M.B.A Lucknow. It is a two year full time degree courses. So far this report is scheduled for third semester syllabus as a separate topic to be asked in detail in viva-voice conducted by external So far I have completed 3rd semester examination. Thus study will provided me a better opportunity to survive in cut throat competition with a prosperous existence. I have tried my best to gain out of well framed circumstances & with the help of experienced personnel who helped me out so for become possible to them. As being a very confidential functioning many things are there which can’t be known but on the basis of gathered information and certain hints, the project has been formed. It may have something missing but I have tried to present all things what I have received. Although this report has been got checked by different personnel but after that if there is some shortcomings I expect it to be rectified. So the whole study bifurcated in different parts. Certain observations & suggestions also have been stated which if possible to be reviewed.
  5. 5. 5 EXECUTIVE SUMMARY While working in the organization I was trained as a relationship personnel being engaged into various jobs such as dealing with clients, answering customer queries through telephonic conversations and providing them knowledge about new schemes and converting them into our customers. As my Field Project I was given the topic on ―Marketing Strategy of Relinace JIO”. The project work was for this research was conducted in Lucknow to study of Marketing Strategy of Relinace JIO. The research has been conducted to gather information from 100 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 it needs to improve on its service quality and retail services.
  6. 6. 6 TABLE OF CONTENT SR. CONTENT PAGE NO. Declaration ii Acknowledgment iii Preface iv Executive Summery v 1. Introduction 7 – 19 2. Industry Profile 20 – 22 3. Company Profile 23 – 30 4. Objective of Study 31 5. Research methodology 32 – 33 6. Data analysis and interpretation 34 – 47 7. Findings 48 – 49 8. Limitation 50 9. Suggestion 50 10. Conclusion 51 11. Bibliography 52 12. Questionnaire 53 – 55
  7. 7. 7 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 be 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 mix and marketing mix modeling, 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. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement.
  8. 8. 8 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: 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" (47). Market growth strategies
  9. 9. 9 "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). 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). 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). With segmentation, a firm recognizes that it faces multiple demand curves, because customer preferences are heterogeneous, and focuses on serving one or more specific target segments within the overall market" (35).
  10. 10. 10 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 (Learned 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.
  11. 11. 11 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.
  12. 12. 12 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, e.g.; 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.
  13. 13. 13 There are many companies, especially those in the consumer package goods (CPG) market, that adopt the theory of running their business centered around consumer, shopper and retailer needs. Their marketing departments spend quality time looking for "growth opportunities" in their categories by identifying relevant insights (both mindsets and behaviors) on their target consumers, shoppers and retail partners. These growth opportunities emerge from changes in market trends, segment dynamics changing and also internal brand or operational business challenges. The marketing team can then prioritize these growth opportunities and begin to develop strategies to exploit the opportunities that could include new or adapted products, services as well as changes to the 7Ps. Real-life marketing Real-life marketing primarily revolves around the application of a great deal of common-sense; dealing with a limited number of factors, in an environment of imperfect information and limited resources complicated by uncertainty and tight timescales. Use of classical marketing techniques, in these circumstances, is inevitably partial and uneven. Thus, for example, many new products will emerge from irrational processes and the rational development process may be used (if at all) to screen out the worst non- runners. The design of the advertising, and the packaging, will be the output of the creative minds employed; which management will then screen, often by 'gut-reaction', to ensure that it is reasonable. For most of their time, marketing managers use intuition and experience to analyze and handle the complex, and unique, situations being faced; without easy reference to theory. This will often be 'flying by the seat of the pants', or 'gut-reaction'; where the overall strategy, coupled with the knowledge of the customer which has been absorbed almost by a process of osmosis, will determine the quality of the marketing employed. This, almost instinctive management, is what is sometimes called 'coarse marketing'; to distinguish it from the refined, aesthetically pleasing, form favored by the theorists. An organization's strategy combines all of its marketing goals into one comprehensive plan. A good marketing strategy should be drawn from market research and focus on
  14. 14. 14 the right product mix in order to achieve the maximum profit potential and sustain the business. The marketing strategy is the foundation of a marketing plan. Marketing planning A marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation of a well-written marketing plan. While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of little use. The marketing planning Definition and example A marketing plan is a comprehensive blueprint which outlines an organization's overall marketing efforts. A marketing process can be realized by the marketing mix, which is outlined in step 4. The last step in the process is the marketing controlling. The marketing plan can function from two points: strategy and tactics (P. Kotler, K.L. Keller). In most organizations, "strategic planning" is an annual process, typically covering just the year ahead. Occasionally, a few organizations may look at a practical plan which stretches three or more years ahead. Marketing planning aims and objectives Behind the corporate objectives, which in themselves offer the main context for the marketing plan, will lie the "corporate mission," in turn provides the context for these corporate objectives. In a sales-oriented organization, the marketing planning function designs incentive pay plans to not only motivate and reward frontline staff fairly but also to align marketing activities with corporate mission. The marketing plan basically aims to make the business provide the solution with the awareness with the expected customers. This "corporate mission" can be thought of as a definition of what the organization is, or what it does: "Our business is ...". This definition should not be too narrow, or it will constrict the development of the organization; a too rigorous concentration on the view that "We are in the business of making meat-scales," as IBM was during the early 1900s, might have limited its subsequent development into other areas. On the
  15. 15. 15 other hand, it should not be too wide or it will become meaningless; "We want to make a profit" is not too helpful in developing specific plans. Abell suggested that the definition should cover three dimensions: "customer groups" to be served, "customer needs" to be served, and "technologies" to be used.[1] Thus, the definition of IBM's "corporate mission" in the 1940s might well have been: "We are in the business of handling accounting information [customer need] for the larger US organizations [customer group] by means of punched cards [technology]." Perhaps the most important factor in successful marketing is the "corporate vision." Surprisingly, it is largely neglected by marketing textbooks, although not by the popular exponents of corporate strategy — indeed, it was perhaps the main theme of the book by Peters and Waterman, in the form of their "Super ordinate Goals." "In Search of Excellence" said: "Nothing drives progress like the imagination. The idea precedes the deed." If the organization in general, and its chief executive in particular, has a strong vision of where its future lies, then there is a good chance that the organization will achieve a strong position in its markets (and attain that future). This will be not least because its strategies will be consistent and will be supported by its staff at all levels. In this context, all of IBM's marketing activities were underpinned by its philosophy of "customer service," a vision originally promoted by the charismatic Watson dynasty. The emphasis at this stage is on obtaining a complete and accurate picture. A "traditional" — albeit product-based — format for a "brand reference book" (or, indeed, a "marketing facts book") was suggested by Godley more than three decades ago: 1. Financial data—Facts for this section will come from management accounting, costing and finance sections. 2. Product data—from production, research and development. 3. Sales and distribution data — Sales, packaging, distribution sections. 4. Advertising, sales promotion, merchandising data — Information from these departments. 5. Market data and miscellany — From market research, who would in most cases act as a source for this information. His sources of data, however, assume the resources of a very large organization. In most organizations they
  16. 16. 16 would be obtained from a much smaller set of people (and not a few of them would be generated by the marketing manager alone). It is apparent that a marketing audit can be a complex process, but the aim is simple: "it is only to identify those existing (external and internal) factors which will have a significant impact on the future plans of the company." It is clear that the basic material to be input to the marketing audit should be comprehensive. Accordingly, the best approach is to accumulate this material continuously, as and when it becomes available; since this avoids the otherwise heavy workload involved in collecting it as part of the regular, typically annual, planning process itself — when time is usually at a premium. Even so, the first task of this annual process should be to check that the material held in the current facts book or facts files actually is comprehensive and accurate, and can form a sound basis for the marketing audit itself. The structure of the facts book will be designed to match the specific needs of the organization, but one simple format — suggested by Malcolm McDonald — may be applicable in many cases. This splits the material into three groups: 1. Review of the marketing environment. A study of the organization's markets, customers, competitors and the overall economic, political, cultural and technical environment; covering developing trends, as well as the current situation. 2. Review of the detailed marketing activity. A study of the company's marketing mix; in terms of the 7 Ps - (see below) 3. Review of the marketing system. A study of the marketing organization, marketing research systems and the current marketing objectives and strategies. The last of these is too frequently ignored. The marketing system itself needs to be regularly questioned, because the validity of the whole marketing plan is reliant upon the accuracy of the input from this system, and `garbage in, garbage out' applies with a vengeance. Portfolio planning. In addition, the coordinated planning of the individual products and services can contribute towards the balanced portfolio.
  17. 17. 17 80:20 rule. To achieve the maximum impact, the marketing plan must be clear, concise and simple. It needs to concentrate on the 20 percent of products or services, and on the 20 percent of customers, that will account for 80 percent of the volume and 80 percent of the profit. 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. It is only at this stage (of deciding the marketing objectives) that the active part of the marketing planning process begins. This next stage in marketing planning is indeed the key to the whole marketing process. The "marketing objectives" state just where the company intends to be at some specific time in the future. James Quinn succinctly defined objectives in general as: Goals (or objectives) state what is to be achieved and when results are to be accomplished, but they do not state "how" the results are to be achieved.[3] They typically relate to what products (or services) will be where in what markets (and must be realistically based on customer behavior in those markets). They are essentially about the match between those "products" and "markets." Objectives for pricing, distribution, advertising and so on are at a lower level, and should not be confused with marketing objectives. They are part of the marketing strategy needed to achieve marketing objectives. To be most effective, objectives should be capable of measurement and therefore "quantifiable." This measurement may be in terms of sales volume, money value, market share, percentage penetration of distribution outlets and so on. An example of such a measurable marketing objective might be "to enter the market with product Y and capture 10 percent of the market by value within one year." As it is quantified it can, within limits, be unequivocally monitored, and corrective action taken as necessary. The marketing objectives must usually be based, above all, on the organization's financial objectives; converting these financial measurements into the related marketing measurements. He went on to explain his view of the role of "policies," with which strategy is most often confused: "Policies are rules or guidelines that express the 'limits' within which action should occur. "Simplifying somewhat, marketing strategies can be seen as the means, or "game plan," by which
  18. 18. 18 marketing objectives will be achieved and, in the framework that we have chosen to use, are generally concerned with the 8 P's. Examples are: 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) 8. Packaging — How the product will be protected (Note: At GCSE the 4 Ps are Place, Promotion, Product and Price and the "secret" 5th P is Packaging, but which applies only to physical products, not services usually, and mostly those sold to individual consumers) In principle, these strategies describe how the objectives will be achieved. The 7 Ps are a useful framework for deciding how the company's resources will be manipulated (strategically) to achieve the objectives. However, they are not the only framework, and may divert attention from the real issues. The focus of the strategies must be the objectives to be achieved — not the process of planning itself. Only if it fits the needs of these objectives should you choose, as we have done, to use the framework of the 7 Ps. The strategy statement can take the form of a purely verbal description of the strategic options which have been chosen. Alternatively, and perhaps more positively, it might include a structured list of the major options chosen. One aspect of strategy which is often overlooked is that of "timing." Exactly when it is the best time for each element of the strategy to be implemented is often critical. Taking the right action at the wrong time can sometimes be almost as bad as taking the wrong action at the right time. Timing is, therefore, an essential part of any plan; and should normally appear as a schedule of planned activities. Having completed this crucial stage of the planning process, to re-check the feasibility of objectives and strategies in terms of the market share, sales, costs, profits and so on which these
  19. 19. 19 demand in practice. As in the rest of the marketing discipline, employ judgment, experience, market research or anything else which helps for conclusions to be seen from all possible angles. Detailed plans and programs At this stage, overall marketing strategies will need to be developed into detailed plans and program. Although these detailed plans may cover each of the 7 Ps (marketing mix), the focus will vary, depending upon the organization's specific strategies. A product-oriented company will focus its plans for the 7 Ps around each of its products. A market or geographically oriented company will concentrate on each market or geographical area. Each will base its plans upon the detailed needs of its customers, and on the strategies chosen to satisfy these needs. Brochures and Websites are used effectively. Again, the most important element is, the detailed plans, which spell out exactly what programs and individual activities will carry at the period of the plan (usually over the next year). Without these activities the plan cannot be monitored. These plans must therefore be: Clear - They should be an unambiguous statement of 'exactly' what is to be done. Quantified - The predicted outcome of each activity should be, as far as possible, quantified, so that its performance can be monitored. Focused - The temptation to proliferate activities beyond the numbers which can be realistically controlled should be avoided. The 80:20 Rule applies in this context to. Realistic - They should be achievable. Agreed - Those who are to implement them should be committed to them, and agree that they are achievable. The resulting plans should become a working document which will guide the campaigns taking place throughout the organization over the period of the plan. If the marketing plan is to work, every exception to it (throughout the year) must be questioned; and the lessons learnt, to be incorporated in the next year's . Content of the marketing plan
  20. 20. 20 A marketing plan for a small business typically includes Small Business Administration Description of competitors, including the level of demand for the product or service and the strengths and weaknesses of competitors 1. Description of the product or service, including special features 2. Marketing budget, including the advertising and promotional plan 3. Description of the business location, including advantages and disadvantages for marketing 4. Pricing strategy 5. Market Segmentation 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 is
  21. 21. 21 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. 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 the next few years as people switch to smartphones and gradually upgrade to 4G.
  22. 22. 22 Market Size Driven by strong adoption of data consumption on handheld devices, the total mobile services market revenue in India is expected to touch US$ 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 to 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 US$ 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 to 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 of 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.
  23. 23. 23 Market share of mobile 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%)
  24. 24. 24 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 to provide all telecommunication services except Global Mobile Personal Communication by Satellite Service. RJIL holds spectrum in1800 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 internet connectivity, rich communication services and various digital services on pan India basis 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, thereby propelling 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.
  25. 25. 25 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
  26. 26. 26 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.
  27. 27. 27 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 to 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.
  28. 28. 28 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
  29. 29. 29 BHARTI AIRTEL 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 Brandz ranking by Millward Brown and WPP plc. 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
  30. 30. 30 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 has been started in Delhi from 18 June 2015. Airtel had 1,20,000 4G subscribers as of May 2014. As of March 2016, Airtel provides 4G coverage in 350 cities in 15 circles. 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. Airtel subscribers will be able to place VoLTE calls in areas covered by LTE. If LTE is not available in the area, the call will fall back to 3G or 2G. Airtel is expected to launch VoLTE services in early 2017.
  31. 31. 31 VODAFONE INDIA Vodafone India is the second largest mobile network operator in India by subscriber base, after Airtel with a market share of 18.42%. It is headquartered in Mumbai, Maharashtra. It has approximately 200 million customers as of August 2016. It offers both prepaid and postpaid GSM cellular phone coverage throughout India with better presence in the metros. Vodafone India provides services on basis of 900 MHz and 1800 MHz digital GSM technology. Vodafone India launched 3G services in the country in the January– March quarter of 2011 and plans to spend up to $500 million within two years on its 3G networks. It has launched its 4G services in India starting from Kochi in Kerala in December 2015 and plans to expands its network to various other cities in the country. Vodafone India is a 100% subsidiary of Vodafone Group. It commenced operations in 1994 when its predecessor Hutchison Telecom acquired the cellular license for Mumbai. Brand Vodafone was launched in India in September 2007, after Vodafone Plc. acquired a majority stake in Hutchinson Essar in May 2007. From a single operation base with 31 million customers, the company has expanded its operations across the country to cover all 22 telecom circles and service 180 million customers. This journey is a strong testimony of Vodafone's commitment and success in a highly competitive and price sensitive market.
  32. 32. 32 4G On 8 December 2015, Vodafone announced the roll out of its 4G network in India on 1800 MHz band, starting from Kochi, Kerala. After that vodafone has launched 4G services in Kolkata, Mumbai, Delhi followed by Kerala and Karnataka. Vodafone has launched 4G services in Tamil Nadu by 2100 MHz spectrum. On 5th january 2017, World's Largest 4G Network Vodafone Launched its 4G services In Guwahati Followed By Tinsukia, Sibsagar , Bongaigaon In Assam Circle. VoLTE-Vodafone is expected to launch VoLTE service in this year followed by Reliance Jio and Bharti Airtel. VODAFONE SUPERNET 4G Vodafone SuperNet™ 4G is the world’s largest 4G network. (As per an independent report basis the global presence of Vodafone 4G in more countries than any other brand. Source: GSMA, March 2016.) With Vodafone SuperNet™ 4G now in India, your smartphone will need a seatbelt. Experience not just super-fast internet speeds but a host of advanced features that jolt the way you use your phone. Upgrade to Vodafone SuperNet™ 4G now to get faster speeds and a superior browsing experience. Vodafone SuperNet™ not only boosts your upload and download speeds but also minimises your buffering time even while streaming HD videos.
  33. 33. 33 OBJECTIVE OF STUDY A survey to analysis understanding and impact of services provided by Relinace JIO. Objective of study: 1. To analysis the awareness level about Relinace JIO. 2. To understand nature and content of online advertising of Relinace JIO. 3. To analyses the impact of Relinace JIO. 4. To analyses use and importance of Relinace JIO.
  34. 34. 34 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. ► PRIMARY DATA ► 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.
  35. 35. 35 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. 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. Sample size: 100
  36. 36. 36 The survey done from 100 persons in Lucknow. DATA ANALYSIS AND INTERPRETATION 1. – Do you know about Relinace JIO? Yes 45 No 35 Can’t say 20 Interpretation: 45% respondent said that they know about Relinace JIO, 35% no, but 20% can’t say 45% 35% 20% Yes No Can’t say
  37. 37. 37 2. – How do you know about Relinace JIO? Advertisement 40 Friend 20 Internet 20 Other 20 Interpretation: 40% know about that advertisement, 20% about friend, 20 from internet and 20% are know another media. 40% 20% 20% 20% Advertisement Friend Internet Other
  38. 38. 38 3. - Which company’s product are you using? Relinace JIO 45 Vaseline 55 Interpretation: 45% respondent using Relinace JIO Product, but 55% said that they are using Vaseline Products. 45% 55% Nevia Vaseline
  39. 39. 39 4. – Which Company provides better Quality? Vaseline 40 Relinace JIO 60 Interpretation: 40% respondent said that Vaseline provide better quality & 60% said about Relinace JIO. 60% 40% Nevia Vaseline
  40. 40. 40 5. –Which Company gives you better Satisfaction? Relinace JIO 55 Vaseline 45 Interpretation: 55% respondent said that Relinace JIO gives better satisfaction & 45% said that Vaseline gives better satisfaction. 55% 45% Nevia Vaseline
  41. 41. 41 6. Which Company gives you better schemes on retail? Relinace JIO 30 Vaseline 70 Interpretation: 30% respondent said that Relinace JIO gives better schemes on retail, 70% said gives better schemes on retail. 30% 70% Nevia Vaseline
  42. 42. 42 7. – Which Company Advertisement is better in your view? Relinace JIO 60 Vaseline 40 Interpretation: 60% respondent said that Relinace JIO Products advertisement is better & 40% said Vaseline. 60% 40% Nevia Vaseline
  43. 43. 43 8. Which company sales promotion is better in your view? Relinace JIO 35 Vaseline 65 Interpretation: 35% respondent said that Relinace JIO’s sales promotion is better, 65% respondent said Vaseline’s sales promotion is better. 35% 65% Nevia Vaseline
  44. 44. 44 9. Which company’s marketing strategy is better in your view? Relinace JIO 47 Vaseline 53 Interpretation: 47% respondent said that Relinace JIO’s marketing strategy is better and 53% said that marketing strategy is better. 47% 53% Nevia Vaseline
  45. 45. 45 10. Which company’s sales strategy is better in your view? Relinace JIO 44 Vaseline 56 Interpretation: 44% respondent said that Relinace JIO gives best sales strategy but 56% said that Vaseline gives best sales strategy. 44% 56% Nevia Vaseline
  46. 46. 46 11. Which company’s product range is better in your view? Relinace JIO 34 Vaseline 66 Interpretation: 34% respondent said that Relinace JIO product range is better but 66% said that Vaseline product range is better. 34% 66% Nevia Vaseline
  47. 47. 47 12. Which company’s sale is better in your view? Interpretation: 47% respondent said that Relinace JIO sales is better but 53% said that Vaseline sale is better. 47% 53% Nevia Vaseline Relinace JIO 47 Vaseline 53
  48. 48. 48 13. Which company’s sales person behaviour is better in your view? Relinace JIO 55 Vaseline 45 Interpretation: 55% respondent said that Relinace JIO sales person behaviour better and 45% said that Vaseline. 55% 45% Nevia Vaseline
  49. 49. 49 14. Which company’s customer satisfaction is better in your view? Relinace JIO 40 Vaseline 60 Interpretation: 40% respondent said that Relinace JIO’s customer satisfaction is better 60% said that Vaseline. 40% 60% Nevia Vaseline
  50. 50. 50 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.
  51. 51. 51 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.
  52. 52. 52 LIMITATION 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: 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.
  53. 53. 53 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 JIO 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 to 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.
  54. 54. 54 BIBLIOGRAPHY Websites: 1. www.google.com 2. www.relinacejio.com 3. www.wikipedia.com Books: Phelip Kolter
  55. 55. 55 QUESTIONNAIRE 1. – Do you know about Relinace JIO? Yes No Can’t say 2. – How do you know about Relinace JIO? Advertisement Friend Internet Other 3. Which company’s product are you using? Relinace JIO Vaseline 4. – Which Company provides better Quality? Relinace JIO Vaseline 5. –Which Company gives you better Satisfaction? Relinace JIO Vaseline
  56. 56. 56 6. Which Company gives you better schemes on retail? Relinace JIO Vaseline 7. Which Company advertisement is better in your view? Relinace JIO Vaseline 8. Which company sales promotion is better in your view? Relinace JIO Vaseline 9. Which company’s marketing strategy is better in your view? Relinace JIO Vaseline 10. Which company’s sales strategy is better in your view? Relinace JIO Vaseline 11. Which company’s product range is better in your view? Relinace JIO Vaseline
  57. 57. 57 12. Which company’s sale is better in your view? Relinace JIO Vaseline 13. Which company’s sales person behaviour is better in your view? Relinace JIO Vaseline 14. Which company’s customer satisfaction is better in your view? Relinace JIO Vaseline