Chapter-1
Industry
Analysis

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1.1 Introduction of telecom industry :
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
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.

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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.
THE TELECOM MARKET SPLIT INTO THREE SEGMENTS
Mobile
(Wireless)
Fixed-line
Internet
Services
Comprises
establishments
operating and
maintaining
switching and
transmission
facilities to provide
direct
communications via
airwaves .
Consists of companies
that operate and
maintain switching and
transmission facilities
to provide direct
communications
through landlines,
microwave or a
combination of
landlines and satellite
link-
Includes Internet
Service Providers (ISPs)
that offer broadband
internet connections
through consumer and
corporate channels
TELECOM SUBSCRIBER BASE EXPANDS SUBSTANTIALLY
India is currently the second-largest
telecommunication market and has
the third highest number of internet
users in the world India’s telephone
subscriber base expanded at a
CAGR of 19.5 per cent to 1022.61
million over FY07–16*Tele density
(defined as the number of telephone
connections for every hundred
individuals) increased from 17.9 in
FY07 to 80.98 in FY16*In September
BMI (Business Monitor International) Report,
TechSci Research, Internet Mobile

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2015, total telephone subscription stood at 1022.61 million, while tele density was at
80.98 percent.
1.2 Company Overview of Reliance Jio.
Reliance Jio infocom limited is LTE mobile network operator in India. It is a wholly
owned subsidiary company of Reliance Industries. The headquarter of Reliance Jio is
in Navi Mumbai, Maharashtra. Jio provides wireless 4G LTE service network (without
2G/3G- based services) and this is only ‘VoLTE’ (Voice over LTE) operation in
country.
The services were first beta-launched to Jio’s partners and employees on 27th
December 2015, on the eve of 83rd birth anniversary of late Dhirubhai Ambani, the
founder of Reliance industries. In addition, the services were commercially launched
on 5th September 2016.
After a month of being commercially launched Jio announced that, it acquired 16
million subscribers. This is the fastest ramp-up by any mobile network anywhere in
the world. Jio crossed 50 million connections after 83 days of being launched. On
22nd February 2016, it crossed around 100 million connections.
Products and Services of Jio:
LYF smartphones :
Lyf is Reliance Retail's brand of smartphones
that was launched in India in 2016 and now these
phones are available with free Reliance Jio SIM
and its preview offer. Lyf phones come
preloaded with Reliance Jio apps like my Jio, Jio
express news, Jio chat, Jionet Hotspot, and
others. All Lyf smartphones launched as of 2016
run Google's Android operating system. The
company launched 26 smartphones under four
sub-brands - Earth, Water, Wind, and Flame. Lyf's latest mobile launch is the C459.
The smartphone was launched in July 2017.
Jionet WiFi
LYF-powered JioFi is a portable broadband device
brought to you by Reliance Digital. JioFi device
allows multiple users and mobile devices to access

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Jio's 4G high-speed internet connectivity and create a personal Wi-Fi hotspot. The
LYF-powered JioFi device can connect a minimum of 10 devices + 1 USB
connection, with some models having the ability to support many more connections.
Jio apps (My jio, JioTV, JioCinema, JioChat Messsenger, JioMusic, Jio4Gvoice,
JioMags, JioXpressNews, JioSecurity, JioDrive, JioMoney wallet, JioSwitch) .
Reliance ‘Jio Welcome Offer’ also entitles users
access to a wide suite of Jio apps, which offers
access to on-demand music, video, chat to name a
few.
My Jio App.
MyJio: As the name implies, MyJio app will serve as the hub
for all your mobile activity with Jio SIM. Like MyVodafone
and MyAirtel apps, MyJio will show users their balance and
validity for data, calling and SMS packs. The app can also be
used to check usage and generate detailed account statements
for up to 6 months. The app also serves as one-stop shop for
locating JioNet hotspots, where you can access free WiFi from
your WiFi balance.
Jio Chat App.
JioChat: You guessed it right – this is the WhatsApp clone in
Jio App suite. JioChat is Reliance’s implementation of a
messaging app. The app though new is rich with features. Of
course, it offers one-on-one messaging but also adds features
like voice calling and video calling. With Jio’s focus
completely on 4G data usage, Reliance would want its users to
skip traditional communication methods and use JioChat for
all sorts of messaging and calling.

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Jio Music :
JioMusic: The app is an implementation similar to Apple
Music, Wynk Music, Saavn, Gaana and others. The app
offers millions of HD songs in over 20 languages. JioMusic
users can download the songs for offline access with access
to personalised recommendations.
Jio Money App
JioMoney: The app is similar to Apple Pay and Google Pay,
for making and receiving payments. It is unclear whether
Reliance plans to expand the service as an NFC payment
gateway. It could also be a counter to the likes of PayTM
and FreCharge.
Jio Tv App.
JioTV: The app offers instant access to TV programmes
with a wide range of TV channels across languages and
genres. It offers live TV pause and play feature and
currently has access to 300+ channels.
Jio drive App.
JioDrive: This Jio branded app offers cloud storage on the
go with Jio account. The only service also accessible from
desktop offers storage solution when you run out of
memory on your smartphone with just 16GB storage. It has
auto-upload and sharing features like Google Drive but it is
unclear how much storage Reliance offers for free.

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Jio Magazines App.
Jio Magazines : The No.1 Magazine app in India with the
majority Premium and Popular Magazines. Carry your
personal library with you and read from more than 500 titles
across 15+ categories. With JioMags there is always more to
read.
Jio Security App.
Jio Security : Contacts. Email. Bank Info. Passwords.
Personal Messages. You store lots of important stuff on
your mobile device. Protect it with Jio Security. It’s Anti
Virus and award winning App Advisor powered by Norton
Mobile Insights protect you and your device 24x7.
JioXpress News App.
JioXpress News : Jio Xpress News is a news app giving
you access to 500+ Newspapers, News channels,
Magazines, famous Blogs, and News websites from India
and across the world. Trending and Latest News – Read
news that is Trending everywhere and Get to know of the
Latest happenings instantly.
JioCenima App.
JioCinema is an ondemand video library from Reliance Jio
Infocomm Ltd. We have over 1 lakh+ hours of exciting content:
movies, TV Shows, music videos, clips, trailers for our viewers.
Download and watch the latest TV serials, movies, music
videos, short videos on your Android device! Watch back to

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back episodes of your favorite shows, movies, international music videos, interesting
short clips and more .
Jio Net App.
JioNet : lets you stay connected at thousands of hotspots
across the country, and you’ll never stress about data limits
or speed again. You no longer need to login to any JioNet
hotspot, there is no need to accept terms and conditions every
time you connect to a hotspot. Simply install JioNet app and
forget about every hassle.
Jio4GVoice App.
Jio4GVoice : (earlier JioJoin) from Reliance Jio Infocomm
Ltd now comes in a brand new avatar. Did you know that
your regular smartphone is capable of giving you a crystal
clear voice and video calling experience? Jio4GVoice
enhances your non-VoLTE 4G phone with VoLTE
capabilities. You can now use your non-VoLTE smart phone
to make HD voice and video calls to any landline or mobile
number anywhere in the world. You can also use these
VoLTE features on your existing 2G/3G smartphones via
JioFi.
Pricing:
Jio 4G data services are not
intended to lure only the high-end
customers but also focus on the low
to min range segments. These
sections of the market are being
targeted by offering all the services
at reasonable price.

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1.3.a Vision:
 Transform India with the power of digital revolution ;
 To connect everyone and every thing ;
 Always at the highest quality and the most affordable price .
1.3.b Mission:
 To achieve excellence in service ,quality, reliability, safety and customer care ;
 To earn the trust and confidence of all customers and stake holders, exceeding
their expectations and make the company a respected household name ;
 To consistency achieve high growth with the highest levels of productivity ;
 To contribute towards community development and nation building
 To encourage ideas, talent and value systems .
1.4SWOT Analysis :
Strengths :-
a) Low tariff: - Company has launched its 4G service with highly competitive or
rather very low tariff. Company has strong financial capacity to withstand initial
losses

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b) Very wide network:-Company has created wide national network with a huge
investment of around $20 billon. The company has used latest technology and
hence capable to give quality service.
c) Brand Name: - Brand Value of company is very high.
Weaknesses :-
a) Late entry into telecommunication sector: - The telecom sector had grown
exponentially in its initial phases, which started around two decades earlier.
Presently market has seen only modest growth and it has become highly
competitive due to entry big players such as Vodafone, Idea etc.
b) Operation of Mobile Number Portability Still not smooth: Nowadays mobile
number has become identity of a person and hence it is difficult for anyone to
change his mobile number. MNP takes many days for its implementation and it
is hard to manage this transition period. MNP is crucial for Jio as a large
number of customer is expected through migration from existing service
providers.
c) Highly dependent upon data consumption: As per the current trend, around
60 to 70 percent of revenue comes from voice calling and hence there is a huge
potential loss for making voice calling free. This loss can be offset only when
consumption of data increases manifold.
Opportunities :-
a) Large scale availability of smart phones: In last 2 decades the number of
people using Smartphone has increased manifolds. If company is able to
provide quality service at competitive rate it can quickly grab large number of
customers.
b) Increasing rate of data consumption: In its earlier phase almajority entire
revenue of the mobile service provider was from voice calling. However since
last two years the proportion of revenue from data users is increasing
exponentially which has resulted in almajority 30-40% of the total revenue.

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Lower data tariff may further increase data consumption and thus contribute
more to the revenue of company.
c) International market: There is huge opportunity in many developing countries
Threats :-
a) Saturated market: The initial phase of rapid increase in subscriber is now
over. A new entrant like Jio needs a large customer base to cross breakeven
point.
b) Highly competitive market: After the entry of big players like Vodafone, Idea
etc. the market has become highly competitive.
c) Changing Government Policy: The changing government policy like
cancelling of 2G licenses ,imposition of tax with retrospective effect(on
Vodafone), refund for call drop etc., has created uncertainty in the market
causing adverse impact on the investment sentiment.
d) Rapid upgradation in Technology: From 2G to 3G and 3G to 4G changes
have occurred in very short span of time. Even next generation 5G is
approaching shortly. Each upgradation requires huge investment and it is not
possible to remain in market without it.

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Chapter 2
Topic
Overview

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2. OVERVIEW OF THE TOPIC -
2.1 What is Advertising
Advertising is a means of communication with the users of a product or service.
Advertisements are messages paid for by those who send them and are intended to
inform or influence people who receive them, as defined by the Advertising
Association of the UK.
Advertising is always present, though people may not be aware of it. In today's
world, advertising uses every possible media to get its message through. It does this
via television, print (newspapers, magazines, journals etc), radio, press, internet, direct
selling, hoardings, mailers, contests, sponsorships, posters, clothes, events, colours,
sounds, visuals and even people (endorsements).
The advertising industry is made of companies that advertise, agencies that
create the advertisements, media that carries the ads, and a host of people like copy
editors, visualizers, brand managers, researchers, creative heads and designers who
take it the last mile to the customer or receiver. A company that needs to advertise
itself and/or its products hires an advertising agency. The company briefs the agency
on the brand, its imagery, the ideals and values behind it, the target segments and so
on. The agencies convert the ideas and concepts to create the visuals, text, layouts and
themes to communicate with the user. After approval from the client, the ads go on air,
as per the bookings done by the agency's media buying unit.
Advantages of advertising
It provides information about products and services to companies, people, and
consumers. It’s often used to promote sales or even public service announcements that
can help the community. Other advantages of advertising are as follows:
Useful when introducing a new product/ service in the market –
When introducing a new product to the market, advertisements are helpful in
getting the word out. These ads can be useful for finding an audience and promoting
the product. Advertisements can also help to boost market share for products that are
on the market. It also helps to advertise the manufacturer’s brand. Therefore,
advertising can be considered a vital tool for businesses and marketers to use in their
marketing strategy.

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Beneficial for market expansion –
Expanding the market is one of the many advantages of advertising. Even
though the economy has been slow for some time now, advertising can help to expand
its market and bring new customers into a company’s business. Advertising also
allows companies to give their products or services more exposure than they could
otherwise afford to do so.
Helps to increase sales –
In order to stay in business, companies must be able to grow their sales.
Advertising is the best way for a business to increase sales. Many businesses rely on
advertising in order to grow their market share and stay afloat financially.
Fights competition –
Advertising is important for companies, but it also helps to fight competitors.
Advertising brings people in and gives them a way to interact with your company. If
you market your company well, then people will buy from you because they like what
you are offering. When your competitors start advertising, it can put more pressure on
the market that makes customers want to switch over to a different brand.
Builds good-will –
Advertising builds good-will in the minds of the people. When a company
advertises with a positive message, it spreads hope and confidence to its target
audience. People are willing to buy what they see advertised because they believe that
if the product is so great, then other people must feel the same way.
Educates the customer –
Advertising educates the customer about different products on the market. It
helps them make a decision about what is best for them. For example, if an
advertisement for a product says that it’s great for people with dry skin, then it may be
something to consider purchasing.
Promotes salesmanship –
One of the main benefits of advertising is that it promotes salesmanship. To
make a sale, people will have to be persuaded to purchase the product or service.
Advertising helps sellers convince potential customers that their product or service is
worth purchasing. This is especially important for companies with higher prices
because they must persuade buyers to purchase their products or services instead of
cheaper products and services from competitors.

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Can generate employment opportunities –
Advertising is a way for companies to create awareness about their products
and services through word of mouth. It also stimulates economic activity through the
creation of new jobs that may not otherwise exist.
Objectives of Advertising
a) Introduce a product
The most common reason Advertising is used is to introduce a new product in
the market. This can be done by existing brands as well as new brands. Have a look at
the latest IPhone in the market or a Samsung smartphone and you will find a lot of
advertisement for these new products. The objective of advertising here is to tell
customers – “Here is the new product we have launched”
b) Introduce a brand
There are many startups in the market today and many of them are services.
Services are generally marketed as a brand rather than marketing their individual
service product. Thus, Uber will market its own brand and introduce that Uber has
started servicing customers in a new market. Same goes for Oracle or Accenture –
Companies which market their brand and their presence in the market rather than
marketing an individual product.
c) Awareness creation
According to the AIDA model, the most important job of advertising is to get
attention which is nothing but Awareness creation. Advertising needs to capture the
attention of people and make them aware of the products or their features in the
market.
Example – Most of the Bank ads that you see are awareness campaigns. The ads that
advertise the benefits of savings / mutual funds or benefits on credit and debit cards
are all awareness creation ads.
d) Acquiring customers or Brand switching
One of the major objectives of advertising and the first objective of many
advertising campaigns is to acquire more customers. This is also known as making the
customers switch brands. This can happen by passing on a strong message so that the
potential customer leaves the brand which he is tied up with and comes to your brand.
Example – Most telecom companies launch plans and strategies just to acquire
customers and then advertise these strategies in the market so that the customer

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switches brands. There is hardly any differentiation in the telecom market – thus
advertising is a major way to acquire customers. The Vodafone Zoozoo campaign was
just that – Influence the customers and create passion in such a way that they do brand
switching,
e)Differentiation and value creation
A most important aspect of Advertising is to differentiate the product or the
service from those of the competitor. A customer can only differentiate between
services based on the value the firms provides over that of competitors.
If a competitor is just advertising the features, whereas your firm advertises the
promises and commitments that it will keep, naturally more customers will “trust”
your brand over others. This is the reason that advertising is used commonly to create
value and to differentiate one brand from another.
Coca cola, Toyota, Amazon are some of the most trusted brands in the market. It is no
doubt that these brands are also amongst the top advertisers in their respective
segments. These brands target value creation as well as differentiation via their
advertising campaigns.
f) Brand building
When a brand regularly advertises and delivers quality products and fulfills the
promises it makes, automatically the value of the brand is built. However, there are
many other aspects of brand building. One of the first ones is to advertise via ATL and
BTL campaigns etc.
Brands have different objectives of Advertising. Brands like P&G and HUL regularly
invest funds in building a good brand value for the parent brand. By doing so, even if
one brand is affected, the parent brand is untouchable.
Recently we observed the problems of Maggi in India where Maggi was banned
completely due to high lead content. However, this did not affect the parent brand
Nestle much and neither affected its other brands like Nescafe which had done their
own brand building and were independent of the parent brand. This brand was built by
good products and constant advertising towards building brand equity and making a
connect with the audience.

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g) Positioning the product – Product and brand recall
One of the key factors in the actual purchase of a product is the products recall
and the brand recall at the time of purchase. Amongst the objectives of advertising,
one objective is to correctly position the brand in the minds of the customer.
Examples include premium brands like Ralph Lauren, Gucci, Hermes or others which
are clearly positioned premium. This position is achieved by first having a very
premium product line which is high priced but it is also achieved by buying premium
advertising and placing the ads in media vehicles which are very premium.
Besides premium marketing, we can also look at niche marketing. Kent is a
company which has focused all its advertising on its purification capability. They
claim they are the masters of water purifiers. Their repeated advertising creates a high
product and brand recall in the minds of the customers thereby positioning them as the
top purchased brand in the water purifier segment.
h)Increase sales
Naturally, with so many steps being taken to advertise the product, it is no doubt
that one of the objectives of advertising is to increase sales. Many a times this
objective is achieved via advertising. However, if the campaign is improper or the
audience is not targeted properly, then advertising can fail in its objective.
Nonetheless, there are many seasonal products wherein an immediate increase
in sale is observed due to advertising. The best example is Ice cream brands which
advertise heavily during the summer months because they know that advertising will
immediately influence the sales figures. They do not waste money in advertising
during the winter season at all.
Similarly, you will see many ads of raincoats during rainy season and ads of winter
wear during winter seasons. All these ads are placed to increase the sale of the product
immediately.
i) Increase profits
With the value being communicated and the brand being differentiated as well
as sales being increased, there is no doubt that advertising can contribute a lot to
increasing profits. Advertising should never be looked at as an expense or a liability.
In fact, it is an investment for a firm just like a brand is an investment.
Look at the likes of Siemens or Bosch – Brands which have invested heavily in
positioning themselves on the basis of their German engineering.

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j) Create Desire
Again, referring to the AIDA model, one of the key factors in advertising is to
create a desire for the product so that the customer wants the product. Brands which
are known to do this are BMW, Audi, Harley Davidson, Adidas and others. These
brands are master of advertising where they create so much desire for the product that
the customer absolutely wants a product even if he doesn’t need it.
2.2 Sales Promotion –
Sales promotion process involves and elaborate plan to assure that the money
spent on promotion are worth the effort and the subsequent results. The sender is the
company that decides to create a sales promotion message. The receiver is the target
market or any other audience to which the sales promotion message is directed.
The whole sales promotion process involves the following steps:
Encoding:
The promotional message is put and delivered to the target audience in the form
of symbols. These symbols usually are time bound and show some benefit to the target
market .
Decoding:
The promotional message in the encoded form is received by the potential
customer and is interpreted according to their frames of reference. One should
understand that the same “sales promotion message might be interpreted differently by
different people” .
Response:
After the message is decoded the customer/potential customer forms his/her
opinion on the given matter. Response is usually represented by the desire to buy/not
to buy a given product/service.
Feedback:
After the sales promotion has been initiated the company then collects feedback
in the form of increased/decreased sales, customer calls, online orders etc.

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Sales promotion then falls into two different categories that are “aimed to lure
the customers to increase volume of purchases” -
Trial Promotion:
This type of promotion is aimed at motivating customers to use our corporate
products or services for the first time.
Loyalty:
This type of promotion is aimed at increasing the chances of a given customer
using the product more than once.
A major challenge confronting telecom market is targeting retailers with
relevant promotions to induce them to buy more. A telecom company faces challenges
in:
Effective promotion planning ;
Accurate monitoring trade funds and promotion ;
Measuring the promotions effectiveness on sales ;
Sales promotion is created to target all or some of the following groups ;
Target Market of the product/service ;
Part of Target Market ;
Different stakeholders of the organization who might also be the target market for
our goods/services .

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Tools / Techniques Used in Sales Promotion
Sales promotion tend to be thought of as being all promotions apart from
advertising, personal selling, and public relations, for example the BOGOF promotion,
or Buy One Get One Free. Others include couponing, money-off promotion,
competitions, free accessories (such as free hand free with a new mobile), introductory
offers (such as buy digital TV and get free installation) and so on. Each sales
promotion should be carefully costed and compared with next best alternative.
Free samples
Premiums or Bonus offer
Exchange schemes
Price-off offer
Coupons
Fairs and Exhibitions
Trading stamp
Scratch and win offer
Money Back offer
Importance of Sales Promotion
For Manufacturers For Consumers
Increases the volume of sales
Helps to introduce new
products in the market
Enables quick disposal of
existing stocks
Goods are available cheaper rate
Financial benefits to the
customers
Generates awareness about new
brands
Stabilizes the volume of sales
Creates confidence in the mind of
customers regarding quality
Raise standard of living

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The main area of the study is to study the sales promotion on telecom industry
in India and its impact on customers. The Researcher conducted a survey to know the
impact of sales promotion of telecom industry on customer. This is descriptive study,
because it includes knowing the behavior of customers towards sales promotion.
Survey is related to telecom companies like Airtel ,Reliance jio,BSNL ,Vodafone .
Sales Promotion in Telecom Sector of India
The way Telecom firms sales promotion, given an approximate idea about
Telecom trends. At the launch of the mobile service, it promoted as life style product.
Airtel promote its services at the name of the brand ambassador “Sachin Tendulker”
by focusing its photo on coupon cards and SIM. After the initial publicity passed
away, Mr. A. R. Rahman gave his famous ring tune as its additional value promotion.
All the other companies have variously tried other gimmicks to sell their connections.
However the land scrape charged after Reliance came in the mobile services. With
the launch of prepaid services on premium or bonus offers to promote and cover the
target customer.
The icing of the cake goes to Hutch (Vodafone). They apply the simple tool of free
service coupons with every new sell purchase of LG handset; it was hit of all sorts.
BSNL promote typically government mentality for awarding the contract to lowest
in the tender process in this regard. BSNL apply fair and exhibition at local and state
level and become the sole service provider on some places.
Airtel apply price off offer cards to target the specific customers with specific
needs. For example it introduced friend card and senior citizen card.
To target the business Reliance offers of flat rate for making STD calls to anyone
across its network is unparalleled. R-connect is its trading stamp that differentiated
Reliance early on from other operations.
Following this Airtel introduced its Airtel Live! And also introduced value added
cards, which would help to download ring tones and other fancy stuff.

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3-G enabled handset prices and network accessibility fall down to manageable
levels
WAP and GPRS are heavily promoted. The real differentiation would be the uality
of venture in the rural areas and the reach of the network.
JIO Sales Promotion Tool
The telecom tribunal on Thursday did not stay Reliance Jio’s free promotional
offer, but asked regulator TRAI to “re-examine” issues relating to the approval granted
to the operator to continue with the freebies.
The Telecom Disputes Settlement and Appellate Tribunal (TDSAT), in its order
today, asked Trai to apprise it of the “outcome and findings of the examination” within
two weeks.
TDSAT last week had reserved the order on an interim appeal seeking a stay on
Reliance Jio’s free offer after hearing all the parties concerned, including Trai,
incumbent operators Bharti Airtel and Idea Cellular, and newcomer Jio.
In its interim appeal, Airtel had sought a stay on Trai’s approval to Jio to continue
with the free services. It had also sought a direction to the regulator to produce all the
records related to its decision.
The appeal also sought to restrain Jio from providing its consumers the zero
tariff plan and promotional plans.
Jio had launched the inaugural free voice and data plan in September 2016 ,and
in December, extended the freebies till March 31, 2017.
Following this, the existing players such as Airtel and Idea moved the telecom tribunal
against TRAI for letting the new operator continue the free promotional offer beyond
the stipulated 90 days.
The operators criticised the regulator for being a “mute spectator” to the alleged
violations.
On January 31, TRAI had held that Jio’s free voice calling and data plan were
not violation of the regulatory guidelines.

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TRAI had further said its examination had revealed that the ‘Happy New Year
Offer’ launched by Jio on December 4, 2016, is distinct from its earlier Jio Welcome
Offer and could not be treated as an extension of the promotional offer as the benefits
under both differed.
Jio announced that it will start charging for its mobile services from April 1.
Last month, Jio said its existing subscribers and new customers who come on board by
March 31 can continue to enjoy unlimited benefits of its Happy New Year Offer for
one more year (Before March 31, 2018) by paying a one-time fee of Rs 99 and
thereafter Rs 303 a month.

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Chapter 3
Literature
Review

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3.1 Literature Review -
Devangshu Datta Reliance Jio: Combative strategy to take on incumbents Company
Stories, October 10, 2016 has explain about the different services and plans of reliance
Jio.
Economics times (21 January 2017) in the article, “Thanks to Reliance Jio! India
becomes top mobile data user” explains that reliance has bought the revolution in
India Debarun Chakraborty (2013), in his article determined the customer satisfaction
& expectation towards a telecommunication company in West Midnapore which is a
district of West Bengal. A descriptive study was conducted to achieve the objectives.
In total 250 respondents filled a well-structured questionnaire having a list of
statements pertaining to products, services & facilities provided by the service
provider. Results reveal that the dimensions which influence the satisfaction level of
customer’s are: Core services (like good coverage, good connectivity and network
quality) and call rate. Further results show that there is a significant relation between
the brand name and the preference of customers.
Kavitha et al (2013), in their article titled “A study on Customer satisfaction towards
Vodafone sim card special reference in Madurai city” determined the consumer
satisfaction on Vodafone service providers’ services in Madurai district and to find out
the consumers mentality towards using the services.
Dr.K. Moorthy1, K.Selvaraju2, K.Ayiswarya3 (17th Jan 2017) explained the
importance of the Internet is changing the style and nature of work, socialize, create
and share information along with organize the flow of people, ideas, and things around
the world. Yet the magnitude of this transformation is still underestimated by the way
of receiving negative feedbacks in terms of speeds, connectivity, quality and price.

26 P a g e
Customer attitude are always changing and the firm want to satisfy the customer needs
and wants according to priority of their needs.
3.2 Product in the Marketing Mix Of Reliance Jio :
Reliance Jio is a network operator of mobiles and offers 4G LTE wireless services. It
does not offer 2G or 3G services and is the only operator to provide VoLTE-only
services. For the first time Reliance Jio launched beta services to its employees and
partners on December 27Th, 2015.
The company launched commercial services in the year 2016 5th September. It had a
fiber-optic cable network of 250,000 km that partners with local cable operators to
receive broader connectivity for getting broadband services. On 25th January 2016
LYF smartphones were introduced including Water 1 and later Water 2, Flame 1 and
Earth 1. In May 2016, several multimedia apps were launched by Reliance Jio on
Google Play and it includes
Wireless router – Jiofi
Transfer content – JioSwitch
Wallet app – JioMoney Wallet
Backup tool that is Cloud-based – JioDrive
Magazine and news aggregator – JioXpressNews
Magazine e-reader – JioMags
VoLTE phone-stimulator – Jio4GVoice
Music player – JioMusic
Instant-Messaging app – JioChat Messenger

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HD online video library – JioCinema
TV channel live service – JioTV
Manage digital services and Jio account – MyJio
Place in the Marketing Mix Of Reliance Jio :
Reliance Jio is an Indian company with Pan-India presence. It has its
headquarters base at Navi Mumbai in Maharashtra. Reliance Jio has a strong and
widespread distribution channel. It is the owner of 1,800 MHz and 800 MHZ bands in
6 and 10 circles respectively amongst the total 22 circles prevalent in India. It is also
the owner of 2,300 MHZ spectrum licensed for Pan-India usage till the year 2035.
Reliance Jio entered into a deal with Reliance Communications for sharing 800 MHz
in seven other circles besides the ten already owned by its company. It also made a
deal with BSNL to use intra-circle roaming facilities in national roaming mode. Before
launching telephony services Reliance Jio offered free services for Wi-Fi hotspot in
several Indian cities like Ujjain, Dewas, Jabalpur and Indore in Madhya Pradesh,
Visakhapatnam in Andhra Pradesh, Ahmedabad and Surat in Gujarat, selected
locations in cities of Kolkata, Mumbai, Mussoorie, Bhubaneswar, Meerut and
Lucknow. Free internet Wi-Fi services were offered during 2016 20-20 matches at
Kolkata, Delhi, Bengaluru, Dharamshala, Mohali and Mumbai.

28 P a g e
Price in the Marketing Mix Of Reliance Jio :
At the end of the fiscal year 2015, estimated revenues of Reliance Jio were 13
million rupees compared to the earlier year of 5.8 million rupees. The company has
targeted people with smartphones who desire good services and high internet speed as
its target customers. Reliance Jio has taken several steps towards transforming India so
that it becomes a techno-savvy and digital nation. It has adopted a reasonable
pricingpolicy and has announced reasonable rates for all its products. These rates will
be applicable from the beginning of the fiscal year 2016-17 as it has announced free
services for every Jio-Sim since its launch till 31st March 2016.
Reliance Jio has undertaken an aggressive marketing strategy to create positive
brandawareness. It has launched ad campaigns on television, radio, newspapers,
magazines, and billboards and social media platforms including Instagram, Facebook,
Twitter and YouTube. Reliance Jio knows the importance of star power and has roped
in several celebrities to act in its commercials and become associated with its brand.
At its launch party celebrities like Rajkumar Hirani, Javed Jaffrey, AR Rehman
and Ranbir Kapoor were invited along with its brand ambassadors Amitabh Bachchan
and Shahrukh khan. As part of promotional activities Reliance, Jio offered free
internet Wi-Fi services at six cricket stadiums during ICC World Twenty20 .

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Chapter 4
Research
Methodology

30 P a g e
4.1 Reserch Methodology
A. Type of data
I have used Questionnaire, as the research instrument to conduct the market
survey. The questionnaire consisted closed ended questions designed in such a way
that it should gather maximum information possible.
Types Of Questions
1. Open ended:
They give the respondents complete freedom to decide the form, length and
detail of the answer. Open questions are preferred when the researchers is interested in
knowing what is upper most in the mind of respondents.
2. Dichotomous:
This type of questions have only two type of answer, yes or no. true or false etc.
3. Multiple choice questions:
In the case of multiple choice question the respondents is offered two or more
choices. The researcher exhausts all the possible choices and the respondenthas to
indicate which one is applicable in this case.
B. Source Of Data
Primary Research:
It was based on primary study which include questionnaire and interaction from
respondents selected through random sampling technique. A focus group study was be
conducted to design the customer survey questionnaire with a sample size of 50
respondents. The survey was conducted in the IRC Villege, Bhubaneswar city in the
state of Odisha in India.

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Secondary Research:
The study also includes secondary data which was collected through the
Internet, journals, newspaper, annual report, company website, research papers, etc.
C. Type Of Research
The purpose of the methodology is to design the research procedure. This
includes the overall design, the sampling procedure, the data collection method and
analysis procedure. Marketing research is the systematic gathering recoding and
analyzing of data about problem retaining to the marketing of goods and services. The
essential purpose of marketing research is to provide information, which will facilitate
the identification of an opportunity of problem situation and to assist manager in
arriving at the best possible decisions when such situations are encountered. Basically
there are two types of researches, which according to their applicability, strength,
weaknesses, and requirements used before selecting proper type of research, their
suitability must be seen with respect to a specific problem two general types of
researches are exploratory and conclusive. The Research which I have used here is
exploratory research.
D. Sample size -
I have used random sampling technique. Wherein I have circulated 50
questionnaire to the random people and have asked them to fill up the questionnaire.
4.2 Objective Of The Study

 To study the impact of Advertisement and sales promotion techniques of
Reliance Jio on customer .
 To analyze which type of Advertisement and sales promotion most of the
customer looking for .

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4.3 Scope Of Summer Internship
This study covers customers about Reliance JIO in the area of IRC Villege,
BBSR. The study makes effort to ascertain the impact of advertising of Reliance JIO
Through survey So that company would be able to come up to the expectation level of
its customer and what types of advertisement customer wants. The company can
convince the customer in a good manner only when their advertisement is attractive
and informative. The subject has been taken for the research as it plays a major role in
making the company successful in the vast competition. No company can think of
selling their product without informing the customers about the product. No company
can survive in long run without making their customers aware about what the product
is all about. In short it is the advertisement is the link between end-user and company.
As long as the company is able to make appropriate advertisements till as the customer
is attracted towards the product. Hence it is very essential to understand that what type
of advertisement attracts the customers and informs them properly. The research will
also be beneficial in analyzing the overall market position of the company and
measures which should be adopted by the Reliance JIO to increase their productivity
in the region of BBSR .

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Chapter 5
Data analysis
&
Interpretition

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Data Analysis
Data analysis is the process of systematically applying statistical and/or
logical techniques to describe and illustrate, condense, recap and evaluate data .
Data analysis was done mainly from the data collected through the customer
.the data collected from secondary sources is also used to analyze on one particular
parameter .qualitative analysis was done on the data collected from, the primary as
well as secondary sources .

35 P a g e
Gender ______
Interpretition -
From the above respondents we are seen that
 70% respondents are male .
 30% respondents are female.
Respondents Frequency Percentage
Male 35 70%
Female 15 30%
Total 50 100%
70%
30%
Gender
Male
Female

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Age _____
Interpretition -
From the above table it was seen that
 8% respondents are between the age of 10-20
 50% respondents are between the age of 21-30
 26% respondents are between the age of 31-45
 16% respondents are the age of 45 above
Respondents Frequency Percentage
10-20 4 8%
21-30 25 50%
31-45 13 26%
45 Above 8 16%
Total 50 100%
8%
50%
26%
16%
Age
10_20
21-30
31-45
45 Above

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1. While purchasing Jio products, does Advt. play any role ?
Interpretition –
From the above table it was seen that
 90% respondents are said Advt. plays role for them.
 10% respondents are said Advt. does not play any role at the time of
purchase .
Respondents Frequency Percentage
Yes 45 90%
No 5 10%
Total 50 100%
90%
10%
Role of Advt.
Yes
NO

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2. From where do you watch the advertisement the most ?
Interpretition -
From the above table it was seen
 24% respondents are seen the advt. from TV ;
 6% respondents are seen the advt. from Magazine ;
 30% respondents are seen the advt. from Newspaper ;
 40% respondents are seen the advt. from other sources .
Respondents Frequency Percentage
TV 12 24%
Magazine 3 6%
Newspaper 15 30%
Others 20 40%
Total 50 100%
24%
6%
30%
40%
Respodents
TV
Magazine
Newspaper
others

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3. According to you, which telecom company has good advertising ?
Interpretition -
From the above table it was seen that 30% respondents are said Jio has a
good Advertising, 50% are agreed with Airtel ,no one go through BSNL
and 20% respondents are enjoying advertisement of other networks .
Respondents Frequency Percentage
Jio 15 30%
Airtel 25 50%
BSNL 0 0%
Others 10 20%
Total 50 100%
30%
50%
0%
20%
Good Advertising
Jio
Airtel
BSNL
Others

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4. Do you think Advt. made by Jio,informs you about their products ?
Interpretition -
From the above table and graph it was seen that 80% respondents are said
advt. made by Jio informs about their product while 12% respondents are
said advt. made by Jio does not inform about their product and 8%
respondents go through the option may be .
Respondents Frequency Percentage
Yes 40 80%
No 6 12%
May be 4 8%
Total 50 100%
80%
12%
8%
Information through Advt.
Yes
No
Maybe

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5. Based on the advt. made by Jio, do you want to like to go for more
connections in the future ?
Interpretition -
From the above table it was seen
 60% respondents are like to go for more connections in future ;
 16% respondents are disagreed for more connections in future ;
 24% respondents have no idea for more connections in future .
Respondents Frequency Percentage
Yes 30 60%
No 8 16%
May be 12 24%
Total 50 100%
60%
16%
24%
Respodents
Yes
No
May be

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6. Which type of Advertisement influence you more ?
Interpretition -
From the above table it was seen
 40% respondents are said Action types of advt. influence them ;
 12% respondents are said Family types of advt. influence them ;
 16% respondents are said Romantic types of advt. influence them;
 32% respondents are said Comedy types of advt. influence them.
Respondents Frequency Percentage
Action Type 20 40%
Family Type 6 12%
Romantic Type 8 16%
Funny Type 16 32%
Total 50 100%
40%
12%
16%
32%
Nature of Advt.
Action
Family
Romantic
Comedy

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7. Do you think sometimes Advt. and promotion influence to change your
decisions regarding the Jio products ?
Interpretition -
From the above table it was seen 76% respondents are said that Advertising
and sales promotion by jio changes the decision, while 24% respondents are
disagree with this .
Respondents Frequency Percentage
Yes 38 76%
No 12 24%
May be 0 0%
Total 50 100%
76%
24%
0%
Change in decision by Advt.
Yes
No
May be

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8. Do you find the sales promotion techniques of Jio effective ?
Interpretition -
From the above table it was seen
 56% respondents are said Sales promotion techniques of Jio are
effective ;
 28% respondents are said Family Sales promotion techniques of Jio
are not effective ;
 16% respondents have no idea about this .
Respondents Frequency Percentage
Yes 28 56%
No 14 28%
May be 8 16%
Total 50 100%
56%
28%
16%
Effectiveness of Sales Promotion
Yes
No
May be

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9. What is the sales promotion techniques of Jio you mostly encounter ?
Interpretition -
From the above table it was seen
 50% respondents are encounter for Discount ;
 4% respondents are encounter for Rebate ;
 16% respondents are encounter for Luckydraw ;
 30% respondents are encounter for Coupon & Others .
Respondents Frequency Percentage
Discount 25 30%
Rebate 2 4%
Luckydraw 8 16%
Coupon & Others 15 50%
Total 50 100%
50%
4%
16%
30%
Sales Promotion Techniques
Discount
Rebate
Luckydraw
Coupon & Others

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10. Do you feel the advt. of Jio are innovative, enough to provide it a
competitive advantage ?
Interpretition -
From the above table it was seen that 16% respondents are strongly agree
that Jio Advertisements are innovative and enough to provide it a
competitive advantage ,while 30% respondents are only agree ,20%
respondents are disagree and 34% respondents are strongly disagree with
this .
Respondents Frequency Percentage
Strongly Agree 8 16%
Agree 15 30%
Neutral 0 0%
Disagree 10 20%
Strongly Disagree 17 34%
Total 50 100%
16%
30%
0%
20%
34%
Respondents
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

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11. Would you refer jio products to your reference based on its ads & sales
promotion measures?
Interpretition -
From the above table it was seen
 60% respondents will always refer the Jio products ;
 12% respondents are said they will often refer the Jio products ;
 16% respondents are said they will refer the Jio products sometimes ;
 12% respondents are said they will never refer the Jio products .
Respondents Frequency Percentage
Always 30 60%
Often 6 12%
Sometimes 8 16%
Never 6 12%
Total 50 100%
60%
12%
16%
12%
Reference to new customers
Always
Often
Sometimes
Never

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12. Do you believe age group and gender has a different perception
towards the same advt. or sales promotion in a different manner?
Interpretition -
From the above table it was seen 86% respondents are agreed that
perception for same advertisement changes according to different factor
like age group ,gender etc. while 14% respondents are disagree with this .
Respondents Frequency Percentage
Yes 43 86%
No 7 14%
May be 0 0%
Total 50 100%
86%
14%
0%
Perception
Yes
No
May be

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Chapter 6
Findings
&
Conclusion

50 P a g e
6.1 Findings
 As per the above research done majority of the Reliance Jio customers are
male.
 Research done majority of the Reliance Jio customers are 21-30 years old .
 At the time of our internship period it observed that 60% of people are
influenced to buy more they tend to buy, the main reason for that are attractive
low price , discount ,Lucky draw , coupon etc
 As per the above research done majority of the customer seen the advertisement
from the sources like social media ,internet ,hoardings etc.
 As per the above research done majority of the people said they like action type
and funny type of advertisement .
 Majority of the Reliance Jio customers are satisfied as per satisfaction level of
the price .
6.2 Suggestions by the customers for Reliance Jio –
 Plans should be affordable for all the classes of people.
 To build customer friendly services.
 To work on customer care services.
 Improve the calling quality .
 To Make some innovative and attractive Advertisement .
 Strong Network Availability at each and every places of india .

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6.3 Limitations –
 The major limitation of the topic that my sample size is too short .
 I had done internship in a particular area ,so it may not decide the perception of
all people .
 Many of the customers have a different type of mindset, they were not given the
accurate feedback .
 Customers are not getting the information about the home appliance products as
displays of these products are not available in digital mini stores .
 Maximum selling of home appliance products done by reference not by
Advertisement/Sales promotion .
 Another limitation is most of Customers are unsatisfied for the new rule of
Reliance Jio, that if someone will not recharge the Jio number within 90 days
of the finished plan ,then the same number will be deactivated and the person
can not recover that number .
Future Outlook
Telecom sector is likely to grow with growing Indian economy. Many
multinational players either have already plunged into Indian market or plan to do so.
They will bring many promotional practices which they have been following in
developed markets which will increase the use of sales promotion activities even
further. Indian brands will have to withstand turbulent conditions and learn to survive.
If the role of such activities is understood well it may help any player a long way to
survive and grow.

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6.4 Conclusions –
Reliance Jio business strategy have made lot of marketer to think on the
possibilities of business limitless approach. The telecom industry have seen a
remarkable change in the data business which will never take a U turn from here.
Consumer would be benefitted by low data charges and telecom industry would keep
challenging each other to survive in the market. Every common man in India is getting
the benefit of information and data transmission which will change the capabilities of
common man in India.
BSNL have given free calling from its landline from night 9 pm to morning 7
am and whole day free calling on Sunday. This was never possible without Jio not
been launched. Therefore definitely Reliance Jio is a blessing for the customers and
have created challenges for its competitors.
Usage of sales promotion activities has a direct impact on behaviour as it
motivates a consumer to buy now rather than in future, enhances value of an offer
temporarily till the promotion period, encourages switching, reinforce or reward
loyalty etc. Broadly, objectives set for these activities are;
i) To generate store traffic,
ii) To move excess inventory,
iii) To enhance store image and
iv) To create a price image (high or low).
Increasing competition creates pressure on the company on all dimensions for
the improvement. Therefore company should not left any room for the competitors to
enhance the opportunity to acquire the customer.

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Traffic building is achieved by special event promotions like Diwali,
Rakshabandhan promotions; inventory reduction through end of season sale; creation
and building store image through feature advertising and displays and joint promotions
and price image by highlighting the discounts. It helps consumer reduce not only
financial risk but also psychological and social risk by making consumer confident of
his/her purchase, conformation to group norms by shopping at famous stores/brands
and possibility of acquiring well known branded during promotions. Promotions may
induce non buyers to walk in to the store and loyalty programmes may encourage
buying more, more often or upgrading to better quality. Exciting promotions also have
tendency to generate positive word of mouth and help consumer feel a smart shopper .
It has been concluded that sales promotion is the element of the promotional
mix that is aimed at increasing the volume of products sold. In order for the sales
promotion campaign to become successful, the Telecom company needs to understand
the following

 What audience is likely to buy our service ?
 What responses need to be achieved ?
 How the target group will decode our message .
 What media should one use to properly deliver the advertisement/sales
promotion message.
 Brand loyalty, on the other hand is the customer’s conscious or unconscious
decision as expressed through his/her behavior to purchase the given brand.

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CHAPTER -7
References
 TRAI website www.trai.in
 Reliance Jio official website www.jio.com
 Reliance official website www.ril.com
 www.iimidr.ac.in
 www.business-standard.com/topic/reliance-jio-16
 www.thehindu.com/business/reliance-jio-admits-to-systems.
 www.moneycontrol.com
 Times of India journals.
 gadgets.ndtv.com/tags/reliance-jio/articles
 www.economictimes.indiatimes.com/topic/Reliance-Jio
 indianexpress.com/about/reliance-jio/
 www.in-the-indian-telecom-industry
 www.jio-started-operations-1746342

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CHAPTER-8
Annexure
Name -:
Gender -: _______
Age Group _______
a) 10-20
b) 21-30
c) 31-45
d) 45 Above
1. While purchasing Jio products , Does Advt. play any role ?
a) Yes b) No
2. From where do you watch the advt. the most ?
a) TV
b) Magazine
c) Newspaper
d) Social Media
3. According to you ,which telecom company has good advertising ?
a) Jio
b) Airtel
c) BSNL
d) Others
4. Do you think Advt. made by Jio ,informs you about their products ?
a) Yes b) No c) May be
5. Based on the advt. made by the Jio ,Do you want to like to go for more connections
in the future ?
a) Yes b) No c) May be
6. What type of ad for Jio would you like to see ?
a) Action type
b) Family type
c) Romantic type
d) Funny type
7. Do you think sometimes advertisement and promotion influence to change your
decisions regarding the jio products ?
a) Yes b) No c) May be

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8. Do you find the sales promotion techniques of Jio effective ?
a) Yes b) No c) May be
9. What is the sales promotion technique of jio you mostly encounter ?
a) Discount
b) Rebate
c) Luckydraw
d) Coupon & Other
10.Do you feel the advertisement of Jio are innovative , enough to provide it a
competitive advantage ?
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
11.Would you refer jio products to your reference based on its ads & sales promotion
measures ?
a) Always
b) Often
c) Sometimes
d) Never
12. Do you believe age group and gender has a different perception towards the same
advt. or sales promotion in a different manner ?
a) Yes b) No c) May be
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