We all remember the year 2016, when after nearly a year of its announcement Reliance finally launched Jio in the market.
And within the first month of its launch, the company acquired over 16 million subscribers!
Currently, the company’s revenue is around 1.6 billion dollars approximately. It is an empire by itself.
But how did it reach this status? Have you ever thought about it?
Ambani was about to create a monopoly with Jio!
Of course, it is a revolutionary product by itself & given the time it launched, it caught the momentum instantly. But Reliance’s aggressive marketing had a massive contribution to Jio’s success.
So today, let’s talk about the marketing campaign of Reliance Jio!
What was the aim of Jio?
Mukesh Ambani wanted to create an entire digital ecosystem with Reliance Jio.
They wanted a pan-India presence, offering broadband services, smart devices, internet, messaging, telephonic facility along with a packed entertainment facility!
Ambani said Reliance is going to charge 1/10th of the standard in telecommunication charges.
What was the marketing strategy of Reliance Jio?
Jio acknowledged the universal truth and a new industry norm through their strategy that consumers in the telecommunication industry either pay for calls and chat messages or for data; but not for both. Hence they charged 1/10th of the industry’s telecommunication charges and their policy of ‘absolutely free.
Now, what was so exciting about the plan that Jio offered?
Jio started with Rs. 150 initially, the customers get:
- Unlimited texts, local or STD
- High-speed internet 4G usage
- Students get an additional 25% off on data usage if their registration is done on their student ID.
Some of the marketing strategies of Jio:
Customer acquisition
Jio had one of the best customer acquisition plan. For the initial months, they offered their services for free for 3-6 months to all their users. As a result, there were millions of users which led to the biggest customer acquisition strategy done in the history of Indian telecom.
Updated Technology
Jio offered the latest 4G LTE technology which is one of the world’s best technologies for the future. With such a small amount, they provided their customers with LTE which makes it scalable and supportive of 5G and 6G technologies which are expected to be the future in wireless communication.
Branding
No questions asked!
They signed some of the big names in Bollywood to be their brand ambassador including Shahrukh Khan and Amitabh Bachchan have helped in building connectivity with the customers.
Along with that, Jio has tie-ups with wallets like Freecharge, Mobikwik, and Paytm to offer cashback to JioPrime users on recharge.
The pricing
The team focused on both lower-end customers as well as higher-end customers with their pricing strategy.
The company with a lower-end plan of Rs. 149 for 28 days plan along with their premium packages for higher-end customers.
It has adopted a reasonable pricing policy and has announced reasonable rates for all its products.
Multiple offerings
Reliance Jio offers a variety of services like movies, games, shopping, chats, and messenger, etc. giving the customer a lot of options to choose from.
What was the promotional strategy of Reliance Jio?
Jio has been very aggressive with its promotional campaign, both online & offline.
In December 2016, Jio collaborated with Pokemon Go in which hundreds of Jio stores and other Reliance marts and shopping malls like Reliance Trends and Reliance Digital became Sponsored PokéStops and Gyms.
The popularity of Pokemon Go helped to promote Jio within the younger section of the society.
Other than that, Reliance plastered ads about Jio on all social media platforms like Instagram, Facebook, Twitter, and YouTube. They signed Shah Rukh Khan as their brand ambassador. They have launched ad campaigns on television, radio, newspapers, magazines, and billboards. They made sure to have a sort of omnipresence in people’s minds.
The team knew the importance of star power in the country & they roped other celebrities Rajkumar Hirani, Javed Jaffrey, AR Rehman and Ranbir Kapoor for their launch party!
Another genius move by Jio was the free internet Wi-Fi services they offered at six cricket stadiums during free internet Wi-Fi services at six cricket stadiums.
Also, their social media game is really strong!
Look at some of the tweets they posted as a reply to the tweets by their competitor when Jio recently announced that they will charge 6 paise per minute for voice calls.
The Result
Now, we all know that Jio has already made a unanimous presence in the telecom space in India.
But let’s have a look at the figures to get a more detailed picture.
In 2016, Jio made a staggering net profit of reportedly about Rs831 crores.
Currently, Economic Times reported that Reliance Jio had a profit of Rs 681 crore in the corresponding quarter last year with an impressive 90% rise in the net profit for September 2019.
There you have it.
A detailed discussion on the marketing strategy of Reliance Jio. Although it has it’s fair share of controversies like the 2017 fiasco where Jio’s customer data was leaked online on the website magicapk.com. The website was suspended immediately after the news broke.
However, Jio’s popularity & contribution to the telecom infrastructure is undeniable. Jio pushed India further towards becoming a global village!
Do you want to create a marketing plan for your business?
Contact us at Skyram Technologies. Our expert team will guide to make a perfect digital strategy suited for your business & also skillfully implement that.
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