UNDERSTANDING INTEGRATED MARKETING COMMUNICATIONS AND COMPARATIVE ANALYSIS OF MARKETING STRATEGIES OF JIO AND AIRTEL

Abstract

Advertising and other forms of promotion are an integral part of the marketing process in most organizations. A number of factors underlie the move toward IMC by marketers as well as ad agencies and other promotional facilitators. The IMC movement is also being driven by changes in the ways companies market their products and services. A shifting of marketing expenditures from traditional media advertising to other forms of promotion as well as nontraditional media, the rapid growth of the Internet and social media, a shift in marketplace power from manufacturers to retailers, the growth and development of database marketing, the demand for greater accountability from advertising agencies and other marketing communication firms, and the fragmentation of media markets, as well as changing media consumption patterns, are among the key changes taking place. Airtel, is an Indian multinational telecommunications services company based in New Delhi. It operates in 18 countries while Jio operates a national LTE network with coverage across all 22 telecom circles. In this report, we would describe the role of advertising and other promotional elements in marketing. Also, we would compare manufacturing various parameters of marketing strategies, process, technology adopted production policy, advertising, collaboration, export scenario, future prospect for Jio and Airtel companies and government policies