Handset Ecosystem & Customer Acquisition via Bundled OffersSUBMITTED BY: AAKARSH WALECHA DEEPSHIKHA

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

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

Strategic AlignmentAcquiring

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

Methodology & AnalysisMarket 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.

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

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 understanding 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

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