Reliance Jio - Perception Management Analysis
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Transcript of Reliance Jio - Perception Management Analysis
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T I M E L I N E
June, 2010: Reliance Industries buys 96% stake in Infotel Broadband Services Limited
January, 2013: Infotel renamed, Reliance Jio Infocomm Limited is born.
December 27, 2015: Pre launch for employees and families, event hosted by AR Rahman and Shah Rukh Khan.
August, 2016: Launched for vendors and selected people, pre launch for 1.5 million people followed.
September 5, 2016: Commercial launch (free for 3 months) by Mukesh Ambani, long queues signal heavy demand
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JIO’S VISION
• Aims to turn broadband and digital services into a basic necessity; available for all
• Takes strong inspiration from ‘Digital India’ campaign
• Targets an overall hike in data consumption by providing
-High speed connectivity - Digital Healthcare - Affordable 4G devices - Digital Education - Digital Currency - Digital Entertainment and Social Connectivity
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RELIANCE JIO PRE LAUNCH STRATEGIES
• Network quality assessment program• User base tag for predefined period• Pre-launch Tests• Beta Program Tests• Services• Claims• Tariffs• Mobile Number Portability (MNP)• Association with PM Modi’s ‘Digital India’ campaign
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ANALYSIS OF TVCs
Television Commercials For Promotion Of Reliance Jio
•Portrayal of national icons in TVCs to attract customers•LYF mobiles too promoted by celebrities in TVCs•Uninterrupted network as a solution to call drop problem
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CNBC TV-18
• Biased approach• Only pros covered, no cons• Network 18 Ownership: RIL
NDTV Profit
• Neutral approach• Informative reporting• Insights on both positive and negative aspects
BUSINESS CHANNELS’ COVERAGE OF RELIANCE JIO
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PRINT MEDIA COVERAGE OF RELIANCE JIO
Business Standard
• Main Emphasis: (a) Response from Competitors(b) Potential, Challenges, and Growth(c) Telecos Price War
The Hindu
• Main Emphasis: (a) Idea Development (b) Main offerings through the service(c) Controversies surrounding Jio
Economic Times
• Main Emphasis:
(a) Financial standing of the company(b) Critical comparison
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CELEBRITY ENDORSEMENTS FOR RELIANCE JIO
• Shahrukh Khan named brand ambassador
• SRK along with A R Rahman hosted Reliance Jio 4G launch on December 27, 2015
• Prime Minister Narendra Modi featured as face of ‘Digital India’ in Reliance Jio print ads
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CLONED CELEBRITY TWEETS ON #CELEBRATINGJIO (NEGATIVE PR)
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RELIANCE JIO IN DIGITAL SPACE
• Annual General Meeting Speech Goes Viral – Mukesh Ambani does a ‘Steve Jobs’
• Prime Minister Narendra Modi and Shah Rukh Khan Controversy Attracts More Eyeballs
• Reaction On Social Media Platforms Giving More Publicity
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PERCEPTION ON TWITTER
• Tweeples celebrating Reliance Jio plans and concept
• Tweets bashing incumbents for poor network and call drops very common
• Jio being viewed as a sure shot market disrupter, but poor connectivity remains a worry
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CHANGE IN PR STRATEGIES BY COMPETITORS
• Official complaint filed with TRAI against Jio’s disruptive pricing
• Reach out calls by incumbents to existing users explaining superiority over Jio
• Network transparency introduced by Airtel with open network strategy
• Jio’s possible technical limitations outlined by competitors
• Increased attention to the issue of call drops, networks beefed up
• Customizable plans and offers launched to retain consumers
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RELIANCE JIO: OVERALL PERCEPTION
• Low tariffs certainly good news
• Poor connectivity continues to frustrate new Jio users
• Call drop remains a major issue on social media forums
• Viewed as a game-changer by all
• Nationalist appeal due to ‘Digital India’ alliance
• Still Work in Progress
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Thank You!Group 2, AD-PR, IIMC, 2016-17