MARKETING MIX & 4P's OF RELIANCE JIO

NAME : YASH KARANDE & JIDNYASA SHENDE
COURSE : TYBMS – MARKETING
ROLL NO : 135 & 179
SUBJECT : MEDIA PLANNING & MANAGEMENT
TOPIC : MARKETIG MIX & 4P’s OF RELIANCE JIO

Reliance Jio, one of India’s largest network providers, has taken
the globe by storm with its marketing and commercial strategy.
It has had a tremendous impact on India’s digital ecosystem
transformation. It began operations as a telecommunications
company in 2016 and garnered more than 50 million users in
exactly 83 days.
It is focused on giving India the chance to benefit from the

digital revolution by connecting everyone by offering the finest
quality of connectivity at the lowest cost.
Reliance Jio is a mobile service that provides 4G LTE (Long-
Term Evolution) which covers all 22 telecom circles in India.
Today the brand is successful in India due to its capabilities in
marketing strategies, innovation in products, and top-notch
services. In this case study, we will be learning about the
marketing mix of Jio by detailing its 4P’s strategies.
About Reliance Jio
Mukesh Ambani launched Reliance Jio Infocomm Limited, also

known as Jio, which is India’s largest telecommunications firm.
The company was founded in 2007 as Infotel Broadband
Services Limited (IBSL), and Reliance Industries Limited
purchased a 95 per cent ownership in IBSL in 2010. After that,
IBSL was rebranded to Reliance Jio Infocomm Limited, which
we now know as Reliance Jio.
According to the most recent report issued by TRAI (Telecom
Regulatory Authority of India), the company rolled out for a
commercial launch in September 2016 and now has a full-life
subscriber base of 398.31 million. It brought a revolution in the
digital world by providing the cheapest 4G data and free voice
call plans. Reliance Jio has changed the lives of millions of
people in India.
With the support of outstanding marketing techniques, product

and service innovation, customer value, and monetary
investment, the brand has achieved extraordinary success in
India.
Now that you know about Reliance Jio, let’s now understand its
marketing mix strategy in the coming section.
Marketing Mix of Jio

The marketing mix helps the company to boost up its business
through its traditional and commonly used 4P’s strategies.
The 4P’s elements of the Marketing Mix assist a company in

making lucrative marketing decisions and support a company’s
ability to outperform its market competitors.
Let’s see the 4P’s strategies marketing mix of Reliance Jio in the
coming section.
Product Strategy of Reliance Jio:

As Reliance Jio is known for its telecommunication business, the
product variants are abundantly produced by the brand. Below
mentioned are the remarkable products manufactured by the Jio
company.
 Jio Phone: Jio launched its first phone on July 21st, 2017
which was super affordable and is the most popular.
 4G Broadband Services: Jio offers 4G data and voice

services. They also offer messaging, music, movie
streaming, and other services.
 JioNet Wifi: Jio provided free Wifi in several cities.
 Jio Applications: In 2016 several apps were launched by

Jio on Play Store
 JioMusic
 JioTV
 JioCinema
 JioSwitch
 JioChat
 JioCloud
 JioNews
 Jio Fiber: On September 5th, 2019, the third anniversary of

the company, it launched Jio Fiber which includes: TV
Plus, High-Speed Internet, Free HD Voice Calls, TV Video
Calling, Gaming, Home Networking, and Security &
Surveillance.
 JioMart: On December 31st, 2019 reliance launched its

online grocery shopping app. It provides heavily
discounted prices to woo its consumers and capture the
market share.
These are the products available in the company. The company

has introduced a lot of product portfolios after starting up its
business.
Pricing Strategy of Reliance Jio:
To make India a Digital Country, and take the internet service to

every part of the country, Reliance Jio provided free services to
its users. The company provided free SIMs to every citizen on
the basics of their phone number and Aadhaar Card number.
The brand targeted the audience with smartphones who needed

good internet service. The firm sold 14 lakh SIM cards within
the first few days. After providing free services, it came up with
a flexible pricing strategy and announced a reasonable rate
chart for its services. Reliance Jio still kept the voice calls free
for the users who paid for internet service.
The introduction of free of cost grasped a lot of consumers

which gained a wide range of audiences for the company and
ultimately that was the positive aspect of the brand. So, now
let’s see how Jio distributes its products to its various
customers.
Place and Distribution Strategy of Reliance Jio:

Reliance Jio is an Indian Company and has a strong presence.
The company has its headquarters in Navi Mumbai,
Maharashtra, and has a powerful setup. It started with free Wi-
Fi and Hotspot services in some Indian cities and then offered
free voice calls & data services. The brand reached 18000+
cities and across two lakh within the country.
It was able to provide its services to the remote corners of the

country like rural areas which resulted in the integration of the
country as they were also able to access affordable internet
services.
Introducing different ways of distribution strategies gives rise to

new audiences. Now that we’ve learned about it, we will start
focusing on the promotional strategy of Jio.
Promotion Strategy of Reliance Jio:
Reliance Jio has a prominent marketing strategy to build good

brand awareness among its customers.
They advertised their brand on every social media platform:
 Newspaper
 Magazine
 BillBoards
 Radio
 Television
 Instagram
 Twitter
 Facebook
 YouTube
The company knows the influence of Bollywood and Cricket on

the lives of common people in India. So, it hired Amitabh
Bachchan & Shahrukh Khan as its Brand Ambassadors.
Reliance Jio offered free internet and WiFi services at six

cricket stadiums during the ICC World Twenty20. It also
patterned with The BT group, Milicom, Orange S.A., TIM,
Deutsche Telekom.
The brand also patterned with Pokemon-go which was launched
in December 2016 and was a huge hit among the young
generation.
It uses different and distinctive promotions to upgrade its

business. Now let’s see how people strategy helps Jio company.

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NAME : YASH KARANDE & JIDNYASA SHENDE

COURSE : TYBMS – MARKETING

ROLL NO : 135 & 179

SUBJECT : MEDIA PLANNING & MANAGEMENT

TOPIC : MARKETIG MIX & 4P’s OF RELIANCE JIO

It is focused on giving India the chance to benefit from the

About Reliance Jio

Mukesh Ambani launched Reliance Jio Infocomm Limited, also

With the support of outstanding marketing techniques, product

Marketing Mix of Jio

The 4P’s elements of the Marketing Mix assist a company in

Product Strategy of Reliance Jio:

 4G Broadband Services: Jio offers 4G data and voice

 JioNet Wifi: Jio provided free Wifi in several cities.

 Jio Applications: In 2016 several apps were launched by

 Jio Fiber: On September 5th, 2019, the third anniversary of

 JioMart: On December 31st, 2019 reliance launched its

These are the products available in the company. The company

To make India a Digital Country, and take the internet service to

The brand targeted the audience with smartphones who needed

The introduction of free of cost grasped a lot of consumers

Place and Distribution Strategy of Reliance Jio:

It was able to provide its services to the remote corners of the

Introducing different ways of distribution strategies gives rise to

Reliance Jio has a prominent marketing strategy to build good

The company knows the influence of Bollywood and Cricket on

Reliance Jio offered free internet and WiFi services at six

It uses different and distinctive promotions to upgrade its

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