Jio Phone Next launched in India on the eve of Ganesh Chaturthi 2021. It will be the brand’s first smartphone made in collaboration with Google, which is also being touted as the most affordable smartphone in the country. The Jio Phone has been one of the most anticipated product launches in India this year. First announced at Reliance’s Annual General Meeting earlier this year, it is a 4G and VoLTE enabled feature phone, but the main reason for the frenzy around it is that it is effectively free – the hardware, at least. Buyers will need to pay Rs. 1,500 as a security deposit, but that’s refundable after three years if you return the phone and meet all the terms and conditions. Reliance started accepting pre-bookings for the smartphone in August with deliveries promised to begin in September. Initial launch markets are Pune, Ludhiana, Coimbatore and Cuttack.

Product details

The Jio Phone is a 4G and VoLTE enabled feature phone from Reliance. It has a single Nano-SIM slot and works only on the Reliance Jio network. It has a 2.4-inch display with a resolution of 240 x 320 pixels. It had a D-pad for navigation and a number pad for dialling and typing. Powering the phone is a dual-core processor along with 512MB of RAM. There is 4GB of internal storage which is shared between user storage, apps and software updates . Storage is expandable via a microSD card slot upto 128GB. The phone runs on KaiOS and has all Jio apps preinstalled. It also has a basic voice assistant . Jio Phone price in India starts from ? 1,905.

The Task

After the soft launch till end September, the company is planning a high decibel launch campaign in the four cities mentioned above. You have been appointed by Reliance Jio as the IMC consultant for the launch campaign of Jio Phone. Your task is to recommend the following:

Q1. The four step advertising process: a) Advertising strategy b) Big idea c) Creative execution and d) Tactics- Describe each step in detail (15 Marks)

Q2. The eight step IMC process- each step to be explained. _____ (15 Marks)
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