Integrated Marketing Campaign Report: Reliance JIO's Success Story

This report provides a detailed analysis of Reliance JIO's integrated marketing campaign, examining its key components and strategies. The report begins with an introduction to integrated marketing campaigns and then focuses on Reliance JIO, discussing its launch, aims, and marketing strategies. It delves into branding, technology adoption, pricing strategies, and promotional activities. The report further analyzes JIO's STP (Segmentation, Targeting, Positioning) and 4Ps (Product, Price, Place, Promotion) of its marketing mix. A SWOT analysis is presented to evaluate the company's strengths, weaknesses, opportunities, and threats. The role of public relations in shaping JIO's brand image is also discussed. The report concludes by summarizing the key takeaways and emphasizing the impact of effective marketing in achieving business objectives, supported by relevant references.

INTEGRATED
MARKETING
CAMPAIGN

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK ..............................................................................................................................................3
The main aim and strategies of launching JIO: ..........................................................................3
Marketing strategies of Reliance JIO: ........................................................................................4
Promotional Strategies of JIO Company:...................................................................................4
SWOT Analysis of Reliance JIO:...............................................................................................6
Public Relations in the JIO Company:........................................................................................7
CONCLUSION ...............................................................................................................................7
REFERNCES:..................................................................................................................................8
Books and Journals:....................................................................................................................8

INTRODUCTION
Integrated Marketing Campaign is the combination of various channels such as emails,
content, social media, display advertising with a intention or motive to convey message to the
viewers. It has been come into action to convert viewers or audience into customers. This type of
campaigns having more success than single advertisements (Bae, I. H. and Zamrudi, M. F. Y.,
2018). It also includes sales strategies. This report is going to discuss on the Reliance Industries
which is a Indian Multinational Conglomerate Company. Its headquartered in Mumbai, India. It
is owned by Dhirubai Ambani on 8th May, 1973. Reliance Industries owns their business across
India served in petrochemicals, energy, natural resources, telecommunications, retails. It is one
of the most reputed and profitable companies in whole India. The chairman and MD (Mukesh
Ambani) of Reliance Industries wanted a pan-India presence by offering smart devices,
broadband services, internet, telephonic and messaging facilities and also have variety of
entertainment packages.
MAIN BODY
TASK
Marketing refers the activities perform by a company to promote the buying and selling
of a product, service or brand. These can includes advertising, public relations, sales with a
motive of delivering products or services to the consumers, or to the third party or other
businesses as well (Billard, T. J., 2018). The main goal of marketing is create revenue for the
brand or company. It can be achieve through the execution of strategic digital activities that
influences traffic, sales and qualified leads and also with the direct collaboration with the sales
team of the Reliance Industries. In 2016, Reliance has launched their JIO in the market, within
the first month of their launch, the company having their 16 million users. The monopoly has
been created by the Ambani with their JIO range.
The main aim and strategies of launching JIO:
The Company wanted to create entire ecosystem with Reliance JIO. The company has
recognised the universal truth and norm of the new industry through their strategies that
customers either pay for calls and chat messages or for internet data rather than paying for both
in their telecommunications industry. Initially the JIO started with Rs. 150 in which the user get:-

• unlimited texts either local or STD
• 4G internet data with a high speed
• specially students get extra 25% of on data usage if they are registered with their student
ID.
Marketing strategies of Reliance JIO:
• Branding: Branding is taken as guaranteed method and have a immediate impact to
reach the audience by creating innovative ads to promote a product, service or brand with
a motive to gain viewers attention or interests. It is different from other marketing, in this
creator has total control over the content and messages that are going to deliver. Hence it
is a paid service. The company includes Bollywood celebrities as their brand ambassador
such Amitabh Bachchan, Shahrukh Khan. It has helped to build connections with the
consumers.
• Updated Technology: The company offered the latest service of 4G LTE which is one
the best technologies for the future in the whole world (Chester, J. and Montgomery, K.
C., 2017). With a lesser par, the user will get LTE services which makes it supportive and
scalable of 5G and 6G services which are expected in the future.
• The pricing: The pricing strategy helps to support both high end customers as well as
low end customers. The Company has adopted reasonable pricing policy and announced
fair rates for the services.
• Multiple services: Reliance offers variety of offerings such as games, movies, chats,
messaging, free calls, shopping and many more. It serves extra to the consumer with
multiple options.
• Acquisition of Customer: The company offers best to acquire customers with their
special plans. Initially, the company offers their services for free for 3-6 months to all the
subscribers. As a result, the company get millions of customers and it has never done in
the history of Indian Telecom.
Promotional Strategies of JIO Company:
The Reliance Company has been very strict with their promotional strategies for both
online and offline. JIO has been collaborated with Pokemon Go in December 2016 in which
many of the JIO stores and other reliance marts and shopping malls like reliance digital, reliance
trends, reliance footprints, became PokeStops and Gyms. To promote the younger section in the

society, Pokemon Go helped a lot in this. The company uses many online platforms such as
Instagram, Twitter, Facebook or YouTube to branding JIO. Reliance have launched many
integrated marketing campaigns such as television, billboard, radio, newspapers, magazines as
well. The company also very well aware about the popularity of celebrities or stars and the team
secure other celebrities as well such as A.R. Rehman, Rajkumar Hirani, Ranbir Kapoor, Javed
Jaffery in their launch party. Another effective move the Reliance is serve free Wi-Fi services or
internet services to six cricket stadiums. The Reliance is playing very active role at the Twitter
by replying to posts by the competitors. Hence, their game is really strong and played smartly.
Reliance JIO STP:
• Segmentation: The company must decide on their product or service segmentation
which is based on the five elements that is segment size, segment growth, segment
profitability, current and potential competitors and also the capabilities available in the
market (Greenfield, S. and Veríssimo, D., 2019). Customers are looking for high speed
mobile data with their smart phones and also good services for mobile phones.
• Targeting: After deciding the product segment, the next step is to make sure that
segments should invest in the Reliance brand, is called targeting. After clarify the product
targeting, efforts for marketing their product will focus on particular group which can
improve campaign's success. The company targeted Urban and tier2 middle and upper
class segments.
• Positioning: In simple words, the positioning means how the customer understands
products and services. The JIO company has smartly positioning their smart phones with
prices and their sales. By offering free voice calls and great high speed data, made their
brand to stand out amongst competitors and helps to gain extra-ordinary value and
popularity.
4Ps of Reliance JIO:
• Price: It is one of the most attractive pricing strategies that company adapts. The
company not only offer the great pricing but also leads the telecom market as well. Due
to the company's pricing, rivalries also modified their prices.
• Products: The company provide telecom products with high speed internet data and
exclusive offers and deals.

• Place: It is broadly spread, products of JIO and other digital products has been sold out at
various stores in several cities in the country (Hughes, M. Ü., McConnell, W. and
Groner, S., 2019). It has a largest supply chain in shorter time period.
• Promotion: The company uses various ways to promote their products and services such
as involving stars with using platforms like Twitter, Facebook and many more.
SWOT Analysis of Reliance JIO:
Strengths Weakness Opportunities Threats
• Using great
marketing and
advertising
strategies
(Mendon, S.
and Et.al.).
• Strong history
and
background of
Reliance
industries.
• Use of
innovative
technologies
that is 4G LTE
services along
with VoLTE.
• Having a great
deals with
popular stars.
• JIO apps
includes
attractive
offers such as
• During their ad
campaign,
involving PM
was
controversial.
• It is
challenging to
increase
market
significantly,
as it comes late
in the India
market.
• There is huge
advantage with
the company as
they can offer
multiple
services such
as data, calls
and telecoms at
competitive
prices (Rogic,
S. and
Kascelan, L.,
2019).
• It can also the
opportunity
such as
promoting apps
to attract
consumers.
• After the
completion of
free services,
the company
will not use it
any more
(Shen, C. W.
and Et.al.,
2020).
• Old companies
such as Airtel,
Vodafone,
BSNL and
many more
already have
strong
existence and
they have loyal
consumers, can
be threat to
JIO.

shopping,
movies, games
and many
more.
Public Relations in the JIO Company:
Public Relations aims to manage public thoughts and opinion of the firm. It helps to
promote and protect public image in the eyes of public. Its a broad range of activities that build
and maintain positive image for the Reliance JIO. By PR, it created media, from press releases
to to social media messages that shape the opinion of the public and also increases its branding.
It mutually joins public and the Company.
Features of Public Relations:
• Involves excellent communication skills both in written and oral.
• Managing relationships with consumers to ensure that the public understand needs.
• It helps to build relationships wih media journalists.
• It involves legal issues, technical problems even natural incidents too.
CONCLUSION
As per the above report, it can be summarized that a good marketing can change the
whole game to stand out in the competition. Marketing obtains all the aspects of the business
such as developing product, it can help in distribution channels, sales or advertising. By
conveying message of the products, services it can reach the target market by providing specific
and low risk action that is easy to adopt by the consumers. Overall purpose of marketing of
brand or company is to deliver best to the consumers and gain appreciation, the company is
offering.

REFERNCES:
Books and Journals:
Bae, I. H. and Zamrudi, M. F. Y., 2018. CHALLENGE OF SOCIAL MEDIA MARKETING &
EFFECTIVE STRATEGIES TO ENGAGE MORE CUSTOMERS: SELECTED
RETAILER CASE STUDY. International Journal of Business & Society, 19(3).
Billard, T. J., 2018. Citizen typography and political brands in the 2016 US presidential election
campaign. Marketing Theory, 18(3), pp.421-431.
Chester, J. and Montgomery, K. C., 2017. The role of digital marketing in political
campaigns. Internet Policy Review, 6(4), pp.1-20.
Greenfield, S. and Veríssimo, D., 2019. To what extent is social marketing used in demand
reduction campaigns for illegal wildlife products? Insights from elephant ivory and
rhino horn. Social Marketing Quarterly, 25(1), pp.40-54.
Hughes, M. Ü., McConnell, W. and Groner, S., 2019. A Community-Based Social Marketing
Anti-littering Campaign: Be the Street You Want to See. In Social Marketing in
Action (pp. 339-358). Springer, Cham.
Mendon, S. and Et.al., Sustainability of Organic Cosmetics: The Mediating Role of Emotional
Benefits between Cause Campaign and Trust.
Rogic, S. and Kascelan, L., 2019, September. Customer value prediction in direct marketing
using hybrid support vector machine rule extraction method. In European Conference
on Advances in Databases and Information Systems (pp. 283-294). Springer, Cham.
Shen, C. W. and Et.al., 2020. Social media marketing of IT service companies: analysis using a
concept-linking mining approach. Industrial Marketing Management, 90, pp.593-604.