study of handset ecosystem & customer acquisition via handset bundled offer
TRANSCRIPT
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