This project contains Market Research as an intern at Rjio Shimla and will help you in understanding the current market scenario related to 4G penetration.

1. Handset Ecosystem & Customer
Acquisition via Bundled Offers
SUBMITTED BY:
AAKARSH WALECHA
DEEPSHIKHA

2. Project Objectives & Target
To study the
current handset
market trend
and positioning
of LYF handset
based on
collected data
analysis
To spread
awareness
about true 4G
technology & Jio
products and
services
Customer
acquisition via
Handset
Bundled Offer
launched by
Reliance Jio
LYF LYF LYF

3. 6 Weeks Work Flow
Week 1
•Surveyed 18 handset retailers
•Studied current handset trend in the market
•Captured behavior pattern of customers
Week 2
•Surveyed 150 college students at Shimla
•Captured information about their data usage, app
usage, knowledge about 4G and their 4G data
requirements
•Created awareness about 4G technology and upcoming
Jio bundled offer
Week 3
•Covered enterprise segment at Mall road and khalini &
interacted with 47 employees
•Pitching about Handset Bundled Offer (HBO) and
mapped their requirements with the offer
•Demonstrating the services of Jio and taking customer’s
opinion about willingness to buy the HBO
Week 4
•Introduced Jio 1st Citizen Offer to 300 HVC and UHVC
through tele-calling and sent invitations to interested
customers
•POS upgradation at 29 retailers at Mandi through tele-
calling
Week 5
•Personal visit to prospective customers at different
enterprises
•Spread awareness about Jio 1st Citizen Offer and
demonstrating them Jio services
•Online registration of interested customers
Week 6
•Follow up with interested customers and their
acquisition under the HBO
•Getting CAF filled and its further processing

4. Strategic Alignment
Acquiring
customers and
onboarding
Generating Leads
Pitching for the HBO and
demonstrating the product
Creating awareness about HBO
Personal interaction with the target segment
Finding the target segment
Understanding the current market scenario

5. Methodology & Analysis
Market Research
Survey based on questionnaire
Tele-calling
Personal visits
Communication through emails and
whatsapp
 People are brand loyal towards BSNL and
Airtel
 Out of 47 employees covered, 53% of them
were interested in buying only Jio sim rather
than HBO
 Out of 150 college students, only 56% are
aware of 4G and amongst them, only 8.6% are
having knowledge of True 4G
 Average data requirement of 4G from Jio is 10
GB at the cost of maximum Rs. 500
 People are mostly using messenger apps like
whatsapp and facebook.

6. Sample Data Sizing & Insights
Segments Covered Sample Size
College student 150
Retailers 16
Working professionals and
corporates
47
POS upgradation 29
Tele-calling (Shimla, Una,
Mandi, Mehatpur)
300 (Registration done =
50)
Gmail Id created for
retailers
154
Enterprise Segment
•Eagerly waiting for Jio to launch their services.
•People using handsets up to 12k are more
interested in HBO
•People using postpaid want to be in postpaid and
are ready to pay high price
•Don’t want to change their operator from BSNL
because of low tariff
Students Segment
•Lack of awareness about 4G and LYF
•Don’t want to spend beyond Rs. 200 on data
monthly

7. Key
Takeaways & Results
Introduce
corporate
plans and
post paid
plans as post
paid users
are HVC
Jio should
come up
with
affordable
plans to gain
market
share
Jio should
organize
more
efficient
promotional
campaign
Better
understandi
ng of true
4G
technology
Entire
process of
value
proposition &
customer
acquisition
50 online
registrations &
13 leads
generated
Closer
understanding
of functioning
of different
departments
of Jio
Suggestions

8. GTM Strategy
Define value
proposition
Identify the
primary
target
segment
Channels
Promotional
plan
• Corporates
• Other
Professionals
• Students
• Businessmen
• Home segment
• One to One
interaction &
demonstration
• Promotions in
Corporate, College,
& malls
• Audience
engagement
activities
• E-commerce
• Salesperson
• Representative
• Retail Stores
• Distributers
Define value
proposition
Create
awareness &
demand
Build customer
preference
Pitching customers
 More focus on product’s unique features and
benefits
 Mapping to their requirements with the offer
 Making them experience the Jio services