:

A PRJECT N PRMTINAL STRATEGIES F

RELIANCE JI

SUBMITTED BY:-

VAISHNAVI AGRAWAL

BBA- 4th SEM

A7006415021

UNDER GUIDANCE F:-

Dr. ALKA SINGH BHATT

ASSISTANT PRFESSR, ABS

(MINR PRJECT REPRT IN PARTIAL FULFILLMENT F THE

AWARD F FULL TIME BACHELRS IN BUSINESS ADMIISTRATIN
(2015-2018)

AMITY BUSINESS SCHL

AMITY UNIVERSITY UTTAR PRADESH

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DECLARATIN

Title f prject reprt- PRMTINAL STRATEGIES F RELIANCE JI.

I understand what plagiarism is and am aware f the Amity Universitys plicy in this regard

I declare that

(a) The wrk submitted by me in partial fulfillment f the requirement fr the award f
degree Bachelrs f Business Administratinassessment in this Minr Prject is my
wn; it has nt previusly been presented fr anther assessment.

(b) I declare that this Minr Prject is my riginal wrk. Wherever wrk frm ther surce
has been used, all debts (fr wrds data, arguments and ideas) have been apprpriately
acknwledged and referenced in accrdance with the requirements f NTCC Regulatins
and Guidelines.

(c) I have nt used wrk previusly prduced by anther student r any ther persn t
submit it as my wn.

(d) I have nt permitted, and will nt permit, anybdy t cpy my wrk with the purpse f
passing it ff as his r her wn wrk.

(e) The wrk cnfrms t the guidelines fr layut, cntent and style as set ut in the
Regulatins and Guidelines.

Date: ---------- Name f student

Enrllment N .

Prgamme Name

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STUDENT CERTIFICATE

Certified that this reprt is prepared based n the Minr Prject undertaken by me in Prmtinal

Strategies f Reliance Ji frm 9th jauary 2017 t 17th february 2017, under the able guidance f

Dr. Alka Singh Bhatt in partial fulfillment f the requirement fr award f Degree f Bachelr f

Business Administratin frm Amity University, Uttar Pradesh.

Date---------------------

VAISHNAVI AGRAWAL Dr. Alka Singh Bhatt Dr. Harshvardhan Singh

(Student Name) (Faculty Guide) Dy. Directr, ABS

FACULTY CERTIFICATE

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Frwarded here with a minr prject reprt n Prmtinal Strategies f Reliance Ji

submitted by VAISHNAVI AGRAWAL Enrllment N.A7006415021 student f BBA IVth

Semester (2016-17)

This prject wrk is partial fulfillment f the requirement fr the degree f Bachelr in Business

Administratin frm Amity University, Lucknw Campus, Uttar Pradesh.

Dr. Alka Singh Bhatt

Assistant Prfessr
Amity University,
Lucknw Campus

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ACKNWLEDGEMENT

I wuld like texpress my special thanks f gratitude t my teacher Dr. Alka Singh Bhatt, my SIP
head wh gave me the glden pprtunity t d this wnderful prject which helped me in ding
a lt f research and I came t knw abut s many things. I wuld like t express my deepest
appreciatin t all thse wh prvided me the pssibility t cmplete this reprt.

I wuld als like t thank my parents, friends wh helped me a lt in finishing this prject within
the limited time fr their supprt and encuragement thrughut prject. Withut their help I
wuldnt be able t make it.

I am making this prject nt nly fr marks but t als increase my knwledge.

THANKS AGAIN T ALL WH HELPED ME.

(signature f student)
VAISHNAVI AGRAWAL
BBA-SEM 4
ENRLLMENT N.- A7006415021

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INTRDUCTIN

Marketing strategy has the fundamental gal f increasing sales and achieving a
sustainable cmpetitive advantage.[1] Marketing strategy includes all basic, shrt-term,
and lng-term activities in the field f marketing that deal with the analysis f the
strategic initial situatin f a cmpany and the frmulatin, evaluatin and selectin f
market-riented strategies and therefre cntribute t the gals f the cmpany and its
marketing bjectives
The prcess usually begins with a scan f the business envirnment, bth internal and
external, which includes understanding strategic cnstraints.[3] It is generally necessary
t try t grasp many aspects f the external envirnment, including technlgical,
ecnmic, cultural, plitical and legal aspects.[4] Gals are chsen. Then, a marketing
strategy r marketing plan is an explanatin f what specific actins will be taken ver
time t achieve the bjectives. Plans can be extended t cver many years, with sub-plans
fr each year, althugh as the speed f change in the merchandising envirnment
quickens, time hrizns are becming shrter.[4] Ideally, strategies are bth dynamic and
interactive, partially planned and partially unplanned, t enable a firm t react t
unfreseen develpments while trying t keep fcused n a specific pathway; generally, a
lnger time frame is preferred. There are simulatins such as custmer lifetime value
mdels which can help marketers cnduct "what-if" analyses t frecast what might
happen based n pssible actins, and gauge hw specific actins might affect such
variables as the revenue-per-custmer and the churn rate. Strategies ften specify hw t
adjust the marketing mix; firms can use tls such as Marketing Mix Mdeling t help
them decide hw t allcate scarce resurces fr different media, as well as hw t
allcate funds acrss a prtfli f brands. In additin, firms can cnduct analyses f
perfrmance, custmer analysis, cmpetitr analysis, and target market analysis. A key
aspect f marketing strategy is ften t keep marketing cnsistent with a cmpany's
verarching missin statement.[5]

Marketing strategy shuld nt be cnfused with a marketing bjective r missin. Fr

example, a gal may be t becme the market leader, perhaps in a specific niche; a
missin may be smething alng the lines f "t serve custmers with hnr and
dignity"; in cntrast, a marketing strategy describes hw a firm will achieve the stated
gal in a way which is cnsistent with the missin, perhaps by detailed plans fr hw it
might build a referral netwrk, fr example. Strategy varies by type f market. A well-
established firm in a mature market will likely have a different strategy than a start-up.

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Plans usually invlve mnitring, t assess prgress, and prepare fr cntingencies if

prblems arise.

Diversity f Strategies
Marketing strategies may differ depending n the unique situatin f the individual
business. Hwever, there are a number f ways f categrizing sme generic strategies. A
brief descriptin f the mst cmmn categrizing schemes is presented belw:

Strategies based n market dminance

In this scheme, firms are classified based n their market share r dminance f an
industry. Typically there are fur types f market dminance strategies:
Leader
Challenger
Fllwer
Entrant Strategies

Accrding t Lieberman and Mntgmery, every entrant int a market whether it is

new r nt is classified under a Market Pineer, Clse Fllwer r a Late fllwer

Intrductin

India is currently the wrlds secnd-largest telecmmunicatins market and has

registered strng grwth in the past decade and half. The Indian mbile ecnmy is
grwing rapidly and will cntribute substantially t Indias Grss Dmestic Prduct
(GDP), accrding t reprt prepared by GSM Assciatin (GSMA) in cllabratin with
the Bstn Cnsulting Grup (BCG).

The liberal and refrmist plicies f the Gvernment f India have been instrumental
alng with strng cnsumer demand in the rapid grwth in the Indian telecm sectr. The
gvernment has enabled easy market access t telecm equipment and a fair and
practive regulatry framewrk that has ensured availability f telecm services t
cnsumer at affrdable prices. The deregulatin f Freign Direct Investment (FDI)
nrms has made the sectr ne f the fastest grwing and a tp five emplyment
pprtunity generatr in the cuntry.

The Indian telecm sectr is expected t generate fur millin direct and indirect jbs
ver the next five years accrding t estimates by Randstad India. The emplyment
pprtunities are expected t be created due t cmbinatin f gvernments effrts t

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increase penetratin in rural areas and the rapid increase in smartphne sales and rising
internet usage.

Internatinal Data Crpratin (IDC) predicts India t vertake US as the secnd-largest

smartphne market glbally by 2017 and t maintain high grwth rate ver the next few
years as peple switch t smartphnes and gradually upgrade t 4G.

Market Size

Driven by strng adptin f data cnsumptin n handheld devices, the ttal mbile
services market revenue in India is expected t tuch US$ 37 billin in 2017, registering
a Cmpund Annual Grwth Rate (CAGR) f 5.2 per cent between 2014 and 2017,
accrding t research firm IDC.

India is expected t have ver 180 millin smartphnes by 2019, cntributing arund
13.5 per cent t the glbal smartphne market, based n rising affrdability and better
availability f data services amng ther factrs.&

Accrding t a reprt by leading research firm Market Research Stre, the Indian
telecmmunicatin services market will likely grw by 10.3 per cent year-n-year t
reach US$ 103.9 billin by 2020.

Accrding t the Ericssn Mbility Reprt India, smartphne subscriptins in India is

expected t increase fur-fld t 810 millin users by 2021, while the ttal smartphne
traffic is expected t grw seventeen-fld t 4.2 Exabytes (EB) per mnth by 2021.

Accrding t a study by GSMA, smartphnes are expected t accunt fr tw ut f

every three mbile cnnectins glbally by 2020 making India the furth largest
smartphne market. Ttal number f Furth-Generatin (4G) enabled smartphne
shipments in India std at 13.9 millin units in the quarter ending December 2015,
which was mre than 50 per cent f ttal shipments, thereby surpassing number f Third-
Generatin (3G) enabled smartphne shipments fr the first time.^ Bradband services
user-base in India is expected t grw t 250 millin cnnectins by 2017.

The Telecm Sectr in India

The Indian Telecm Industry is ne f the five fastest grwing in the wrld
With the advent f TRAI, the Telecm Grwth has taken a substantial rise

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The grwth is such that the URBAN WIRELESS has 57% and RURAL
WIRELESS has 40% subscriber base in India
India ranks 56 as far as Wrld Wide teledensity is cncerned, with Delhi NCR
having the highest Tele Density amng the 29 states
The Dminant Players
Bharti Airtel --- 23% Market Share
Vdafne India --- 18% Market Share
Idea Cellular --- 15% Market Share
Reliance Cmmunicatins --- 12% Market Share
BSNL --- 10% Market Share
Aircel --- 8% Market Share
TATA Infcmm --- 7% Market Share
thers --- 7% Market Share

SEGMENTATIN, TARGETING AND PSITINING

SEGMENTATIN
Demgraphics which fcuses n the characteristics f the custmer. Fr example
age, gender, incme bracket, educatin, jb and cultural backgrund.
Psychgraphics which refers t the custmer grup's lifestyle. Fr example, their
scial class, lifestyle, persnality, pinins, and attitudes.
Behavir which is based n custmer behavir. Fr example, nline shppers,
shpping center custmers, brand preference and prir purchases.
Gegraphical lcatin such as cntinent, cuntry, state, prvince, city r rural that
the custmer grup resides.
TARGETING

There are three general strategies fr selecting yur target markets:

Undifferentiated Targeting: This apprach views the market as ne grup with

n individual segments, therefre using a single marketing strategy.

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Cncentrated Targeting: This apprach fcuses n selecting a particular market

niche n which marketing effrts are targeted.
Multi-Segment Targeting: This apprach is used if yu need t fcus n tw r mre
well defined market segments and want t develp different strategies

PSITINING

Psitining is develping a prduct and brand image in the minds f Retailers. It can als
include imprving a custmer's perceptin abut the experience they will have if they
chse t purchase yur prduct r service. The business can psitively influence the
perceptins f its chsen custmer base thrugh strategic prmtinal activities and by
carefully defining yur business' marketing mix.

1. nline (Digital marketing)

2. Dr t Dr
Accrding t STP we can use different nline platfrms fr prmtin based n the
traffic f each websites.

Targeting Sectr - nline Platfrm

E-cmmerce Flipkart,Amazn,Snapdeal

Mbile Applicatin- Paytm

Scial Netwrking Site-Facebk , LinkedIn

Search Engine Ggle, YuTube

Hliday Sites- makemytrip,hlidayIQ,Tripadvisr

Sprts Sites

Prmtinal Mix Methds

Types f Prmtin Explanatin
Advertising Cmmunicatin thrugh mass media, the
firm will usually pay fr this type f
cmmunicatin.
Public Relatins Develping a psitive relatinship
between the rganisatin and the media
and the public. Gd public relatinships
invlves nt nly creating favurable

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publicity thrugh the media but als

invlves minimising the impact f
negative situatins.
Sales Prmtin Prmtins designed t create a shrt
term increase in sales. Examples f sales
prmtin include mney ff cupns,
discunt cdes and "flash sales".
Persnal Selling Sales interactin between the firm's
representative and a cnsumer n a ne t
ne basis.
Direct Mail (pst and e-mail) This invlves sending marketing t a
named individual r rganisatin. Firms
ften buy lists f names, e-mails and
pstal addresses fr this purpse. This can
be highly effective when the direct mail
recipients are within the firm's target
market.
Internet Marketing Placing adverts n internet pages thrugh
prgrammes such as Ggle's AdWrds.
Scial Media Firms place daily messages n scial
media such as Facebk and Twitter t
keep custmers interested in their
rganisatin. They may even run
prmtins, flash sales and discunts just
fr their scial media readers.
Spnsrship An rganisatin r event is paid t use
yur branding and lgs. Spnsrship is
cmmnly used in sprting events;
player's clthing and stadiums will be
cvered in the firm's branding and even
the turnament may be named after the
firm. Althugh effective spnsrship
requires a large audience yu may get
smaller firms interested in lcal business
spnsring small events in their area e.g.
schl fairs.

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Message Strategy
Firms need t carefully cnsider the message that their prmtin strategy will be
cnveying t their target audience. What message will prmtin activity send t the
target audience and hw will it impact n the firm's reputatin?

The prmtin's message shuld reinfrce prduct benefits and help the firm t develp a
psitining strategy fr their prducts.

Media Strategy
Media strategy refers t hw the rganisatin is ging t deliver its message. What
aspects f the prmtinal mix will the cmpany use t deliver their message strategy.
Where will they prmte it? Clearly the cmpany must take int accunt the readership
and general behaviur f their target audience befre they select their media strategy.
What newspapers d their target market read? What TV prgrammes d they watch?
Targeting thrugh effective media campaigns culd save the cmpany valuable financial
resurces.

Prmtin Thrugh The Prduct Life Cycle

As prducts mve thrugh the fur stages f the prduct life cycle different prmtinal
strategies shuld be emplyed at these stages t ensure the healthy success and life f the
prduct.

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Prmtin strategies that can be emplyed at each stage f the Prduct Life Cycle are as
fllws:

Intrductin

When a prduct is new the rganisatin's bjective will be t infrm the target
audience f its entry. Televisin, radi, magazine, cupns etc may be used t
push the prduct thrugh the intrductin stage f the life cycle. Push and Pull
Strategies will be used at this crucial stage.

Grwth

As the prduct becmes accepted by the target market (at this stage f the life
cycle) the rganisatin will emply strategy t increase brand awareness and
custmer lyalty.

Maturity

At this stage f the life cycle the prduct will be experiencing increased
cmpetitin and will need persuasive tactics t encurage cnsumers t chse
their prduct ver their rivals. Any differential advantage/benefit will be need t
be clearly cmmunicated t the target audience.

Decline

As the prduct reaches the decline stage f its life cycle, all the rganisatin can
d is use strategy t remind cnsumers abut the prduct in a bid t slw the
inevitable.

Prmtin Thrugh The Internet

The develpment f the wrld wide web has changed the business envirnment frever.
Dt cm fever has taken the industry and stck markets by strm. The e-cmmerce
revlutin prmises t deliver a mre efficient way f cnducting business. Shppers can
nw purchase frm the cmfrt f their hme 24 hurs a day 7 days a week.

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Reliance Ji Infcmm Limited, ding business as Ji, is a LTE mbile netwrk peratr

in India. It is a whlly wned subsidiary f Reliance Industries headquartered in Mumbai,

that prvides wireless 4G LTE service netwrk (withut 2G/3G based services) and is the

nly 100% VLTE peratr in the cuntry, with cverage acrss all 22 telecm circles in

India.

The services were first beta-launched t Ji's partners and emplyees n 27 December

2015 n the eve f 83rd birth anniversary f late Dhirubhai Ambani, funder f Reliance

Industries, and later services were cmmercially launched n 5 September 2016.

Reliance Ji Infcmm Limited

Type Subsidiary f RIL

Industry Wireless Telecmmunicatins

Funded 2007

Headquarters Navi Mumbai, Maharashtra,India

Key peple Sanjay Mashruwalla (Managing

Directr)

Jytindra Thacker (Head f IT)

Akash Ambani (Chief f Strategy)[1]

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Prducts
Mbile telephny, Wireless

bradband
Revenue
13 millin (2015)[2]

5.8 millin (2014)

wner Mukesh Ambani

Parent Reliance Industries

Subsidiaries LYF

Website www.ji.cm

Histry

Ji's headquarters in RCP, Navi Mumbai

In June 2010, Reliance Industries (RIL) bught a 96% stake in Inftel Bradband

Services Limited (IBSL) fr 4,800cr. Althugh unlisted, IBSL was the nly firm t win

bradband spectrum in all 22 znes in India in the 4G auctin that tk place earlier that

year. Later cntinuing as RIL's telecm subsidiary, Inftel Bradband Services Limited

was renamed as Reliance Ji Infcmm Limited (RJIL) in January 2013.

In June 2015, Ji annunced that it will start its peratins all ver the cuntry by the end

f 2015. Hwever, fur mnths later in ctber 2015, the cmpany's spkesmen sent ut

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a press release stating that the launch was pstpned t the first quarter f the financial

year 2016-2017.

Later in July, a PIL filed in the Supreme Curt by an NG called the Centre fr Public

Interest Litigatin, thrugh Prashant Bhushan, challenged the grant f pan-India licence

t Ji by the Gvernment f India. The PIL als alleged that Ji was allwed t prvide

vice telephny alng with its 4G data service, by paying an additinal fees f just

165.8 crre (US$25 millin) which was arbitrary and unreasnable, and cntributed t a

lss f 2,284.2 crre (US$340 millin) t the exchequer.

The Indian Department f Telecm (DT), hwever, refuted all f CAG's claims. In its

statement, DT explained that the rules fr 3G and BWA spectrum didn't restrict BWA

winners frm prviding vice telephny. As a result, the PIL was revked, and the

accusatins were dismissed.

Beta launch

The 4G services were launched internally t Ji's partners, its staff and their families n

27 December 2015. Bllywd actr Shah Rukh Khan, wh is als the brand ambassadr

f Ji, kickstarted the launch event which tk place in Reliance Crprate Park in Navi

Mumbai, alng with celebrities like musician A R Rahman, actrs Ranbir Kapr and

Javed Jaffrey, and filmmaker Rajkumar Hirani. The clsed event was witnessed by mre

than 35000 RIL emplyees sme f whm were virtually cnnected frm arund 1000

lcatins including Dallas in the US

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Cmmercial launch

The cmpany cmmercially launched its services n 5 September 2016. Within the first

mnth f cmmercial peratins, Ji annunced that it had acquired 16 millin

subscribers. This is the fastest ramp-up by any mbile netwrk peratr anywhere in the

wrld.

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Prducts and Services

4G Bradband

The cmpany will launch its 4G bradband services thrughut India in the first quarter

f 2016-2017 financial year. It was slated t release in December 2015 after sme reprts

said that the cmpany was waiting t receive final permits frm the gvernment. Mukesh

Ambani, wner f Reliance Industries Limited (RIL) whse Reliance Ji is the telecm

subsidiary, had unveiled details f Ji's furth-generatin (4G) services n 12 June 2015

at RIL's 41st annual general meeting. It will ffer data and vice services with peripheral

services like instant messaging, live TV, mvies n demand, news, streaming music, and

a digital payments platfrm.

The cmpany has a netwrk f mre than 250,000 km f fiber ptic cables in the cuntry,

ver which it will be partnering with lcal cable peratrs t get brader cnnectivity fr

its bradband services. With its multi-service peratr (MS) licence, Ji will als serve

as a TV channel distributr and will ffer televisin-n-demand n its netwrk.

LYF Smartphnes

In June 2015, Ji tied up with dmestic handset maker Intex t supply 4G handsets

enabled with vice ver LTE (VLTE) feature. Thrugh this, it plans t ffer 4G vice

calling besides rlling ut high-speed Internet services using a fiber netwrk, in additin

t the 4G wireless netwrk. Hwever, in ctber 2015, Ji annunced that it wuld be

launching its wn mbile handset brand named LYF.

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n 25 January 2016, the cmpany launched its LYF smartphne series starting with

Water 1, thrugh its chain f electrnic retail utlets, Reliance Retail. Three mre handset

mdels have been released s far, namely Water 2, Earth 1, and Flame 1.

Jinet WiFi

Prir t its pan-India launch f 4G data and telephny services, Ji has started prviding

free Wi-Fi htspt services in cities thrughut India including Surat, Ahmedabad in

Gujarat, and Visakhapatnam in Andhra Pradesh, Indre, Jabalpur, Dewas and Ujjain in

Madhya Pradesh, select lcatins f Mumbai in Maharashtra, Klkata in West Bengal,

Lucknw in Uttar Pradesh, Bhubaneswar in disha, Mussrie in Uttarakhand,

Cllectrate's ffice in Meerut, and at MG Rad in Vijayawada amng thers.

In March 2016, Ji started prviding free Wi-Fi internet t spectatrs at six cricket

stadiums hsting the 2016 ICC Wrld Twenty20 matches. Jinet was made available in

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Wankhede Stadium (Mumbai), Punjab Cricket Assciatin IS Bindra Stadium (Mhali),

Himachal Pradesh Cricket Assciatin Stadium (Dharamshala), Chinnaswamy Stadium

(Bengaluru), Ferz Shah Ktla (Delhi), and Eden Gardens (Klkata) in India

Ji apps

In May 2016, Ji launched a bundle f multimedia apps n Ggle Play as part f its

upcming 4G services. While the apps are available t dwnlad fr everyne, a user will

require a Ji SIM card t use them. Additinally, mst f the apps are

inbeta phase. Fllwing is a list f the apps:

MyJi - Manage Ji Accunt and Digital Services assciated with it

JiTV - A live TV channel service

JiCinema - An nline HD vide library

JiChat Messenger - An instant messaging app

JiMusic - A music player

Ji4GVice (earlier JiJin) - A VLTE phne simulatr

JiMags - E-reader fr magazines

JiXpressNews - A news and magazine aggregatr

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JiSecurity - Security app

JiDrive - Clud-based backup tl

JiMney Wallet - An nline payments/wallet app

JiSwitch - Transfer cntent

NETWRK

Radi frequency summary

Ji wns spectrum in 800 MHz and 1,800 MHz bands in 10 and 6 circles, respectively, f

the ttal 22 circles in the cuntry, and als wns pan-India licensed 2,300 MHz spectrum.

The spectrum is valid till 2035.

Telecm circle FDD-LTE FDD-LTE TDD-LTE

1800MHz 850MHz 2300MHz

Band 3 Band 5 Band 40

Andhra Pradesh & Telangana
Assam
Bihar & Jharkhand
Delhi
Uttar Pradesh (East)
Gujarat
Haryana
Himachal Pradesh
Jammu and Kashmir
Karnataka
Kerala
Klkata
Madhya Pradesh & Chhattisgarh

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Maharashtra & Ga
Mumbai
Nrth East
disha
Punjab
Rajasthan
Tamil Nadu
West Bengal
Uttar Pradesh (West)

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Reliance Ji Infcmm Limited, ding business as Ji, is a LTE mbile netwrk peratr
in India. It is a whlly wned subsidiary f Reliance Industries headquartered in Mumbai,
that prvides wireless 4G LTE service netwrk (withut 2G/3G based services) and is the
nly 100% VLTE peratr in the cuntry, with cverage acrss all 22 telecm circles in
India.

The services were first beta-launched t Ji's partners and emplyees n 27 December
2015 n the eve f 83rd birth anniversary f late Dhirubhai Ambani, funder f Reliance
Industries, and later services were cmmercially launched n 5 September 2016.

Reliance Ji Infcmm Limited

Type Subsidiary f RIL

Industry Wireless Telecmmunicatins

Funded 2007

Headquarters Navi Mumbai, Maharashtra,India

Key peple Sanjay Mashruwalla (Managing

Directr)
Jytindra Thacker (Head f IT)
Akash Ambani (Chief f Strategy)[1]

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:

Prducts
Mbile telephny, Wireless
bradband
Revenue
13 millin (2015)[2]

5.8 millin (2014)

wner Mukesh Ambani

Parent Reliance Industries

Subsidiaries LYF

Website www.ji.cm

Histry

Ji's headquarters in RCP, Navi Mumbai

In June 2010, Reliance Industries (RIL) bught a 96% stake in Inftel Bradband
Services Limited (IBSL) fr 4,800cr. Althugh unlisted, IBSL was the nly firm t win
bradband spectrum in all 22 znes in India in the 4G auctin that tk place earlier that
year. Later cntinuing as RIL's telecm subsidiary, Inftel Bradband Services Limited
was renamed as Reliance Ji Infcmm Limited (RJIL) in January 2013.

In June 2015, Ji annunced that it will start its peratins all ver the cuntry by the end
f 2015. Hwever, fur mnths later in ctber 2015, the cmpany's spkesmen sent ut
a press release stating that the launch was pstpned t the first quarter f the financial
year 2016-2017.

Later in July, a PIL filed in the Supreme Curt by an NG called the Centre fr Public
Interest Litigatin, thrugh Prashant Bhushan, challenged the grant f pan-India licence
t Ji by the Gvernment f India. The PIL als alleged that Ji was allwed t prvide
vice telephny alng with its 4G data service, by paying an additinal fees f just
165.8 crre (US$25 millin) which was arbitrary and unreasnable, and cntributed t a
lss f 2,284.2 crre (US$340 millin) t the exchequer.

25
:

The Indian Department f Telecm (DT), hwever, refuted all f CAG's claims. In its
statement, DT explained that the rules fr 3G and BWA spectrum didn't restrict BWA
winners frm prviding vice telephny. As a result, the PIL was revked, and the
accusatins were dismissed.

Beta launch
The 4G services were launched internally t Ji's partners, its staff and their families n
27 December 2015. Bllywd actr Shah Rukh Khan, wh is als the brand ambassadr
f Ji, kickstarted the launch event which tk place in Reliance Crprate Park in Navi
Mumbai, alng with celebrities like musician A R Rahman, actrs Ranbir Kapr and
Javed Jaffrey, and filmmaker Rajkumar Hirani. The clsed event was witnessed by mre
than 35000 RIL emplyees sme f whm were virtually cnnected frm arund 1000
lcatins including Dallas in the US

Cmmercial launch

The cmpany cmmercially launched its services n 5 September 2016. Within the first
mnth f cmmercial peratins, Ji annunced that it had acquired 16 millin
subscribers. This is the fastest ramp-up by any mbile netwrk peratr anywhere in the
wrld.

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Prducts and Services

4G Bradband
The cmpany will launch its 4G bradband services thrughut India in the first quarter
f 2016-2017 financial year. It was slated t release in December 2015 after sme reprts
said that the cmpany was waiting t receive final permits frm the gvernment. Mukesh
Ambani, wner f Reliance Industries Limited (RIL) whse Reliance Ji is the telecm
subsidiary, had unveiled details f Ji's furth-generatin (4G) services n 12 June 2015
at RIL's 41st annual general meeting. It will ffer data and vice services with peripheral
services like instant messaging, live TV, mvies n demand, news, streaming music, and
a digital payments platfrm.

The cmpany has a netwrk f mre than 250,000 km f fiber ptic cables in the cuntry,
ver which it will be partnering with lcal cable peratrs t get brader cnnectivity fr
its bradband services. With its multi-service peratr (MS) licence, Ji will als serve
as a TV channel distributr and will ffer televisin-n-demand n its netwrk.

LYF Smartphnes
In June 2015, Ji tied up with dmestic handset maker Intex t supply 4G handsets
enabled with vice ver LTE (VLTE) feature. Thrugh this, it plans t ffer 4G vice
calling besides rlling ut high-speed Internet services using a fiber netwrk, in additin
t the 4G wireless netwrk. Hwever, in ctber 2015, Ji annunced that it wuld be
launching its wn mbile handset brand named LYF.

n 25 January 2016, the cmpany launched its LYF smartphne series starting with
Water 1, thrugh its chain f electrnic retail utlets, Reliance Retail. Three mre handset
mdels have been released s far, namely Water 2, Earth 1, and Flame 1.

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Jinet WiFi

Prir t its pan-India launch f 4G data and telephny services, Ji has started prviding
free Wi-Fi htspt services in cities thrughut India including Surat, Ahmedabad in
Gujarat, and Visakhapatnam in Andhra Pradesh, Indre, Jabalpur, Dewas and Ujjain in
Madhya Pradesh, select lcatins f Mumbai in Maharashtra, Klkata in West Bengal,
Lucknw in Uttar Pradesh, Bhubaneswar in disha, Mussrie in Uttarakhand,
Cllectrate's ffice in Meerut, and at MG Rad in Vijayawada amng thers.

In March 2016, Ji started prviding free Wi-Fi internet t spectatrs at six cricket
stadiums hsting the 2016 ICC Wrld Twenty20 matches. Jinet was made available in
Wankhede Stadium (Mumbai), Punjab Cricket Assciatin IS Bindra Stadium (Mhali),
Himachal Pradesh Cricket Assciatin Stadium (Dharamshala), Chinnaswamy Stadium
(Bengaluru), Ferz Shah Ktla (Delhi), and Eden Gardens (Klkata) in India

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Ji apps

In May 2016, Ji launched a bundle f multimedia apps n Ggle Play as part f its
upcming 4G services. While the apps are available t dwnlad fr everyne, a user will
require a Ji SIM card t use them. Additinally, mst f the apps are
inbeta phase. Fllwing is a list f the apps:

MyJi - Manage Ji Accunt and Digital Services assciated with it

JiTV - A live TV channel service

JiCinema - An nline HD vide library

JiChat Messenger - An instant messaging app

JiMusic - A music player

Ji4GVice (earlier JiJin) - A VLTE phne simulatr

JiMags - E-reader fr magazines

JiXpressNews - A news and magazine aggregatr

JiSecurity - Security app

JiDrive - Clud-based backup tl

JiMney Wallet - An nline payments/wallet app

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JiSwitch - Transfer cntent

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NETWRK
Radi frequency summary

Ji wns spectrum in 800 MHz and 1,800 MHz bands in 10 and 6 circles, respectively, f
the ttal 22 circles in the cuntry, and als wns pan-India licensed 2,300 MHz spectrum.
The spectrum is valid till 2035.

Telecm circle FDD-LTE FDD-LTE TDD-LTE

1800MHz 850MHz 2300MHz
Band 3 Band 5 Band 40
Andhra Pradesh & Telangana
Assam
Bihar & Jharkhand
Delhi
Uttar Pradesh (East)
Gujarat
Haryana
Himachal Pradesh
Jammu and Kashmir
Karnataka
Kerala
Klkata
Madhya Pradesh & Chhattisgarh
Maharashtra & Ga
Mumbai
Nrth East
disha
Punjab
Rajasthan
Tamil Nadu
West Bengal
Uttar Pradesh (West)

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BJECTIVES F THE STUDY

T study and define perceptin f custmers and retailers.

T study the behaviur and perfrmance f the Reliance Ji service and Mbile

T measure the custmer satisfactin and pin-pinting the prblems thrugh

retailers.

T understand the varius marketing strategies which reliance ji has adpted

survive in highly cmpetitive telecm industry.

T study the marketing strategies used by Reliance Ji.

T analyze the factrs and their effect n the retailers in Reiance Ji.

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RESEARCH METHDLGY

RESEARCH DESIGN

A research design is simply the framewrk r plan fr a study that is used as guide in
cllecting and analyzing the data. It is blue print that is fllwed in cmpleting a study.
Accrding t Kerlinger, Research design is the plan structure, and strategy f
investigatin cnceived s as t btain answers t research questin and t cntrl
variance.

The marketing research designs are classified n the basis f fundamental bjective f the
research. They may be explratry r cnclusive.

Here in prject Retailers Satisfactin with RELIANCE JI, the nature f research is
explratry, Descriptive, and Analytical.. This research is t cver the nature f users f
RELIANCE JI. And the thinking and perceptin f Retailers abut RELIANCE JI and
the way f getting prfit & cnvenience by using RELIANCE JI is their vehicles
basically thse wh are living in Lucknw.

The research tries t explre, describe and analyze the benefits f RELIANCE JI uses.

Data Cllectin methd

SECNDARY DATA

T btain Secndary data I have used fllwing resurces-

NEWSPAPERS

WEB SITES

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CNCLUSIN

Althugh fr the rganizatins betterment its executives are wrking hard and trying t

serve in the best pssible manner with their clleagues and they all are very qualified and

experienced rganizatin must extract ptimum frm them. Because f its well framed

wrking, the rganizatin has unique psitin in the cuntry.

As per the study because f shrt deviatin it is very difficult t cver infect ne small

tpic as it has many diverse things t knw. S as far as pssible I tried in a better way t

knw as much as pssible. The bservatins and suggestins are based n the quarries

and review f wrk prcedure as much I came t knw. There may be sme lack nesses

in it, but as per knwledge it has been dealt as such. As this is my first experience t get

familiar with the rganizatin and due t matters being cnfidential, there may be sme

things that I culdnt extract. Althugh it is a very gd experience fr me, which will

help me thrughut my life.

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LIMITATINS

1. Time is limiting factr

2. Respndents bias

3. Less 4G User.

4. Restricted t Lucknw.

5. Peples didnt shw the interest t fill the questinnaires

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BIBLIGRAPHY
Bks were cnsidered

Marketing management by Mr. Philip Ktler.

Principles f marketing by Mr. Richard Armstrng.

Marketing Strategy and Management by Mr. Michael J. Baker.

Marketing Channels by Mr. Luis Ster.

Cper Business Research Published by Tata McGraw Hill.

Business magazine& news paper

The Times f India

The Ecnmic Times

4Ps, Pitch, Business & Ecnmy

Websites

www.ggle.cm

www.wikipedia.rg

www.Reliance Jicellular.cm

www.Reliance Ji4G.c.in

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