Reliance Jio’s Marketing Strategy for LYF

Reliance Jio’s LYF brand has helped the conglomerate garner a large share in the smart phone market. The brand is now set to make a further impact with its newest variant, the EARTH 2, which was recently launched at a price of Rs. 19,999.

EARTH 2

LYF EARTH 2 is a premium device which boasts of superior technology, a sleek exterior, and unique features like its voice-controlled camera. It is the latest addition to LYF’s Elements Collection which includes phones sold under categories like WATER, WIND, EARTH, and FLAME.

Launch strategy

In order to ensure the popularity of EARTH 2, Reliance Retail has constructed a comprehensive marketing campaign. Right from a television commercial (TVC) featuring Priyanka Chopra, to the accompanying signature tune of ‘Ring Ringa’, the promotions is working their magic on customers. The commercials will also be aired on various radio and digital platforms as well.

LYF smart phones

LYF 4G phones are available for purchase within the range of Rs. 4,000 to Rs. 20,000. The brand has been promoting all its variants across several media channels and platforms.  A number of research reports even stated that LYF was India’s fifth-largest smart phone provider. With regard to the sale of LTE-enabled phones operating on 4G networks, LYF owns a market share of 12.6%.

Launch of LYF

The launch of the brand was done on a massive scale, amidst the presence of the entire Ambani family, and celebrities like Shahrukh Khan. The brand’s launch also saw Bollywood stars like Nargis Fakhri taking to social media to compliment LYF’s packaging and superior features.

Jio services

Jio aims at creating an entire digital ecosystem, offering broadband services, applications, smart devices, and mobile telephony facilities. Its offerings range from a wide library of recorded and live music programs, television shows, sports programs to movies. Jio Money, Jio Play and Jio Join app are among the most popular Jio applications.

Distribution channels

So far, LYF has witnessed the sale of more than 1.5 million devices till April 2016. The phones are sold through various Reliance stores like Reliance Digital and Digital Express. Additionally, customers may also purchase LYF devices from the brand’s website, myLYF.com. The company has 3,245 stores of which 1,748 stores include Reliance Digital, Digital Express, and Digital Express Mini outlets.

Promotions and partnerships

The brand kick started its media campaign with a #CaptureYourLYF contest on social media following the launch of EARTH 1. The contest garnered a highly positive response, and LYF backed the promotions further by partnering with the Lakme Fashion Week 2016. Manish Malhotra’s collection at the event was inspired by LYF’s Elements Collection comprising EARTH, WATER, WIND, and FLAME.

LYF also associated itself with three IPL teams – Mumbai Indians, Rising Pune Supergiants, and Royal Challengers Bangalore. Indian cricket players like Mahendra Singh Dhoni, Virat Kohli, and R Ashwin were roped in along with actor Kangana Ranaut for its ‘LYF Dekho LYF Jaisi’ campaign. The brand also partnered with the 2016 Filmfare Awards to extend its consumer reach.

The launch of Jio’s network services are expected to further increase sale of LYF devices. Currently, LYF is participating in large-scale promotions across all media platforms to create an impact in the market.

Summary

Reliance Jio’s   latest smart phone addition is the LYF EARTH 2 priced at Rs. 19,999.  LYF has a 12.6% market share.

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