SUMMER TRAINING REPORT

ON
Business to Business Marketing
SUBMITTED TO RELIANCE JIO , GURUGRAM

Submitted by Tanya Sharma

Maharaja Surajmal Institute , Affiliated to Guru Gobind Singh Indraprastha Univer-
sity , New Delhi -110058
 ACKNOWLEDGEMENT

The time I have spent working at Reliance Jio on my assigned

project is unparalleled to any other . I am grateful for this oppor-
tunity and would like to extend my word of thanks to the people
who have made it possible.

I would like to thank Mr. Mandeep Singh Saini , my corporate

mentor for his consistent guidance and support through all stages
of my project.
Without his continuous suggestions and encouragement it would
not have been possible for me to complete this project.
 CANDIDATES DECLARA-
TION

I , Tanya Sharma , a student of Bachelors in Business Administra-

tion (Semester -5) of Maharaja Surajmal Institute ,affiliated to
Guru Gobind Singh Indraprastha University , New Delhi hereby
declare that the report titled “Business to Business Marketing” is
an original work and the data used is authentic to the best of my
knowledge. This report has not been submitted to any other Insti-
tute for the award of any other degree.

Place: New Delhi

Date: 21/08/2017

ABOUT THE COMPANY

Reliance Jio Infocomm Ltd. is the most disruptive start-up in tele-
com segment in India. Launched in December 2015. Reliance Jio
is owned by Mr. Mukesh Ambani, business tycoon of India. It is a
subsidiary business line of Reliance Private Limited, funded
jointly by private equity firms and Reliance itself. Reliance House
bought 96% in Infotel Broadband Services Limited for INR480Cr.
ISBL was the only company to secure broadband spectrum in all
22 circles in India in the 4G auction.
The name “Jio” was obtained with an ideology that the mirror im-
age of the word and its logo is spelled “Oil”, which went comple-
mentary with Reliance House’s primary business line i.e. petro-
leum. Also, in his speech, Mukesh Ambani often mentioned data
is the new oil. Thus, with a vision of connecting all India on inter-
net, it became available for commercial use in September 2016.
Jio is the first telecom operator in India to operate on VO-LTE,
and which lacks legacy network support of 2G and 3G. Jio is the
only operator to operate on TDD-LTE technology at 2300 Mhz
Band 40. Also, like other telecom service providers, Jio also oper-
ates FDD-LTE technology on 1800 and 850Mhz i.e. Band 5 and
Band 3 respectively. And because it is the only operator in 2300
Mhz frequency bracket, it offers undisrupted and enormous data
speed in certain circles of India. Also, 2G and 3G networks are
circuit-switch based, while 4G or LTE networks utilize Packet
Switching. When a call is made over a 2G or a 3G network, a cer-
tain amount of network bandwidth is assigned to that call as a
pipeline, which does not terminate till the call ends. On a VoLTE
network, voice calls are broken up into packets of information,
sent over the full data pipeline and then reconstructed at the re-
ceiver’s end. The result is that voice information can be carried
over a higher bandwidth pipe, resulting in better call quality.
With its initial free offerings on mobility, Jio quickly acquired a
consumer base of 1 Million customers in less than 6 months. This
achievement was first of its kind and was seen as change in the
face of telecom sector of India. Jio initially planted 45000+ towers
over 22 telecom circles with a target to launch PAN India at once.
Though, soon after launching Jio was forced to multi-fold their
towers to cater the huge demand of signals.
Jio Telecom services were monetized in March 2017. The first
plan introduced by Jio was a prime membership to continue the
services and followed by plans of INR 147, 309, 599, 999 to avail
benefits of the Jio network. Post monetization Jio successfully re-
tained 72% of its consumer base. Now, after successfully acquir-
ing a lion’s share in B2C market, the company is looking to ex-
pand its wings in B2B market also.

INTRODUCTION
BUSINESS TO BUSINESS MARKETING

Business-to-business marketing (or B2B marketing, as it is com-

monly known) involves the sale of one company’s product or ser-
vice to another company.
B2B marketing techniques rely on the same basic principles as
consumer marketing, but are executed in a unique way. While
consumers choose products based not only on price but on popu-
larity, status, and other emotional triggers, B2B buyers make deci-
sions on price and profit potential alone.
Finding new ways to foster relationships through social media is
currently a hot topic in the B2B marketing world. Social media
platforms have opened up two way conversations between busi-
nesses.

At its core, B2B marketing involves building valuable relation-

ships to guarantee lasting customers -- an important goal for any
company, whether a mega retail corporation or a smaller family-
owned one.
The B2B market is the largest of all the markets, and exceeds the
consumer market in dollar value. Companies like GE and IBM
spend an estimated $60 million a day on goods that support the
operation of their business.
B2B marketing is largely employed by companies that make prod-
ucts that consumers have no practical use for, such as steel. How-
ever, it is also used by companies selling products and services
bought by consumers and other businesses alike.

B2B marketers generally focus on four large categories:

• Companies that use their products, like construction com-
panies who buy sheets of steel to use in buildings.
• Government agencies, the single largest target and con-
sumer of B2B marketing.
• Institutions like hospitals and schools.
• Companies that turn around and resell the goods to con-
sumers, like brokers and wholesalers.

A B2B marketer can effectively put their product or service into

the right hands by positioning their offering in an exciting manner,
understanding the customer’s needs, and proposing the right solu-
tions to combine the two.
It is important for B2B marketers to understand their clients’
needs before implementing any marketing or advertising tactic. In
consumer marketing, an effective advertisement can be blasted out
over wide channels, and a percentage of consumers will be driven
to buy the product. However, since B2B marketing is so much
more specialized, marketers run the risk of alienating their specific
prospective candidates if they do not pay close attention to their
needs before tailoring their services to those needs.

A B2B marketing plan must be focused in delivery and broad in

application. This means that while consumer marketing can adver-
tise very specifically (one mass-consumed product advertised
through print, television commercials and the Internet) to a wide
audience, B2B marketing cannot. Instead, it needs to brand itself
very broadly (through email, corporate image and technical speci-
fications) to a very specific customer.
Business marketers can develop and decide how to employ their
B2B plan by identifying and understanding the importance of the
following topics:
• The product or service: When marketing to consumers,
there is an emotional component involved. Individuals are
drawn to products because of how they make them feel.
With B2B customers, the buyers are trained professionals
who care about the quality of products, their cost-saving
and/or revenue-producing benefits, and the service pro-
vided by the host company.
• The target market: Many B2B marketers are able to focus
on very niche industries which reflect specialized needs.
While this can make marketing a bit more straightforward,
it also requires a high level of knowledge outside of mar-
keting specialists.
• Pricing: Businesses are usually more concerned with cost,
value, and revenue potential than consumers. However,
they can also be more readily convinced to pay top dollar –
as long as B2B marketers do an excellent job of convincing
them that the product, quality and customer service will be
worthwhile.

• Promotion: B2B marketers need to be experts not only of

marketing and advertising, but experts within their fields.
Once this happens, they will learn the best ways to market
to this field, whether it is through blogs, journals,
tradeshows or word of mouth.

OBJECTIVES OF THE INTERNSHIP

I was offered a role as an Intern in the enterprise department of the
esteemed organization. My work location was in Reliance Jio In-
focomm Ltd., Gurgaon. On the first day, I was offered choices to
which sub-division I would like to work in the department. Wisely
analyzing I chose, B2B segment for Marketing under enterprise
department of the house.
I reported directly to Mandeep Singh Saini, Deputy General Man-
ager of Enterprise Business Division. He used to assign me with
targets and used to monitor my progress and guide me if I went
wrong. I was handed over a list of companies that I had to convert
into clients of Jio, solely.
My work was two-fold. First was mainly the research work. I had
to work on extracting the employee size, telecom investments and
the current ISP/Mobility service provider for the companies as-
signed to me. Further, if possible, extract the plans and the billing
cycle of their current service provider and calculate a ball-point
figure of company’s existing monetary investments. Post this data,
a pitch (presentation) was to be prepared specific to the company
highlighting their savings and the additional perks they will re-
ceive, if they choose to associate with Jio. After this pitch was
prepared, second task begins.
The second task was to visit the assigned company and meet the
concerned person who dealt with telecom needs of the branch,
which were usually the administration manager or the IT manager
of the branch, and establish a contact with them and convince
them, using the pitch or the verbal conversations highlighting the
perks of Jio, and to arrange a meeting where we could negotiate
the association, and terms and conditions. If the responses were
positive, it would be marked as a positive account otherwise, it
would be marked as negative account. The positive accounts were
then forwarded to sales Key Account Managers (KAM), which
then converted them into clients.
 TARGETS AND ACHIEVEMENTS

In my first week I was introduced about the company and accom-

panied my mentor to learn how to communicate and convince. Ini-
tially, I was then assigned 50 Large Enterprises(N&L), companies
which had employee size 500+ or annual turnover of 100 Crores
and above and was given a duration of fortnight to visit them all.
Later 8 more companies were added to the list thus making it total
of 58 companies in Large enterprise domain. I successfully man-
aged to convert 38 companies into positive leads, which was
marked as a success rate of 65%. The presentations highlighted
the savings and the additional perks that the enterprise could gain
if they choose to associate with Jio. Also, augmenting on the prod-
uct the pitch also included deploying In-Building Servers (IBS) of
Jio inside the premises of the client to ensure un-interrupted ser-
vices and high data speed.
Post, 3 weeks in my internship I was shifted to Small and Medium
Business (SMB) segment which was relatively tedious because of
poor hierarchy structure and low investments in telecom segments.
Companies falling under SMB domain invested less in mobility
services but had an investment portfolio for Wi-fi and broadband
connections. The target I chose was to pitch was for wi-fi services.
Here the augmentation product was chosen as Jio-fy, the dongle
for Jio net at a free price, but in exchange for a lock-in period. I
was given a list of 65 companies and a duration of fortnight again
to complete the target. Out of 65, I managed to convert 36 compa-
nies into positive leads, thus achieving a success rate of 55% in
SMB domain.
In addition to the two augmentation services mentioned above, I
also focused on Jio Apps and their relevancy in day to day life.
Thus, luring the concerned person towards sales client for Jio.
Apart from pitching in two major domains i.e. N&L and SMB do-
mains, I also worked on acquiring data on 215 enterprises associ-
ated with Reliance Industry Pvt. Ltd. and initiated a data ware-
house for enterprise department at Reliance Jio Infocomm Ltd.
The data was columned over 7 different attributes namely: Con-
cerned person of contact, designation, contact details, current ser-
vice provider, user plan, employee size, and investment in telecom
sector. The data was exhaustive with an aim to accelerate the
pitching procedure of department.
 LEARNINGS FROM TRAINING

In my fourth semester, I studied Marketing Management under Dr.

Rajeshwari Malik. During the course of my internship I could re-
late various classroom learnings with my practical experience and
thus leverage my knowledge with hands-on experience. A snap-
shot of few relatable learning is captured below:
1. I learnt three crucial steps of marketing:

1. Identifying innate needs and desires

2. Satisfying identified needs and desires

3. Retaining the customer

My practical experience at Jio in the domain of enterprise B2B

complied with the classroom learning of the concepts.
I began with identifying the innate needs of an enterprise to avail
telecom services for their employees at a par price. My work initi-
ated with primary research to extract estimated employee size and
structure of the enterprise and then their current Telecom partner,
if any.
In second step, I designed presentations which were specific for
the company and included ball-point figures of their on-going in-
vestments in telecom. Firstly, the saving they could earn was high-
lighted to keep their attention alive and further, the perks of Jio
were highlighted to lure them into converting to potential cli-
ents. Thus, satisfying their need and desire.
And lastly, augmentation was implemented by offering them free
In-Building servers for un-interrupted services and free jio-fy de-
vices with a lock-in period of 3 years. Thus, retaining the cus-
tomer for long.
2. Any product in the market has 3 stages:

1. Core product

2. Formalizing

3. Augmentations

A product to make its place in customer minds needs to carry all

three aspects all together.
In case of Reliance Jio, core product was telecom services. For-
malizing occurred by suffixing “Reliance” and the augmentation
was taken care by services and benefits of free calling, free sms,
and unlimited data services for a minimal charge.
Reliance Jio used these strategies to penetrate into their target con-
sumer base. Initially they disrupted the consumer market by gain-
ing a lion’s share within a period of 6 months and now they are
targeting the same in enterprise domain.
I learnt how to execute the classroom learning on ground. Also, I
improved on my communication skills and convincing capabilities
over the course of training period. In early days, I found it a bit
hard to convince the IT/ Administration manager to fix up a meet-
ing or to associate with Jio. Later, the process became smooth and
productive as I learnt along the way.

CONCLUSION
This internship began with leaning about company culture and its
working. How a big firm is established and how different depart-
ments works hand in hand to beget output that helps the company
into reaching higher goals. When my project was assigned and re-
search work began, I gained an insight into how to develop
pitched with efficiency. Further over the course of visits to clients,
I learnt convincing skills and continuously improved learning
from my failed visits and making my mark in the next one. While
working on my presentation, I often recall my learning from class-
room course of Marketing Management at IIT and could see im-
plementations of what all I learnt.
Overall, it helped me in leveraging my knowledge of Marketing
Management with practical experience.