Aida model

Business communication

1. AIDA MODEL

2. AIDA means Attention, Interest, Desire and Action and it is also called Purchase Funnel . It is a communication model rather than decision making model. It is described as steps a customer goes through the process of purchase of product It helps the companies to how and when to communicate during each of the stages by using different communication platforms.

3. APPROACH OF AIDA MODEL Understanding each stage through the example of Reliance JIO. Try to answer relevant questions throughout all the stages for accurate implementation of strategies.

4. ATTENTION (Awareness) You can’t buy what you don’t know about! → A t this stage, the company has to create awareness or affiliation with its product/service. → What will be the brand awareness campaign? What is the outreach strategy? What platform is to be used?

5. Mukesh Ambani unleashed Reliance JIO at its nationwide launch. He announced free voice calls and free roaming charges from 5th september’16 to 31st December’16. From January 2017, one had to pay for data but voice will remain free. This spurred attention of people of India.

6. INTEREST → Generate interest to an extent that customers are encouraged to research further about the product or service → How can you gain interest of customers ?

7. Having celebrities like Shahrukh Khan as Jio’s brand ambassador helped to generate public interest and encourage curiosity to know about the product further. Jio’s various other advertisements had Deepika Padukone, Amitabh Bacchan and many cricket celebrities in IPL special Jio advertisements.

8. DESIRE → Interest and Desire can be achieved simultaneously. → After generating interest company should convey why customers need its product/service ? → It has to convey features and benefits of the product/service Company should establish “emotional connect” and try to build its brand personality.

9. Story for illustration purposes only These advertisements show benefits of the product in different aspects of life. Advertisements try to create “ emotional connect” with the target group They are based on insights of life. Main objective is to get competitive advantage to induce customers to next level i.e Action

10. ACTION → Move t he buyer to interact with company and take the next step i,e going talking to sales person, visiting store, trial subscriptions etc → What are the call to actions? Where do we place them? Can a sale be consummated ?

11. Source: theguardian.com Reliance Jio had setup approx 1,750 Jio stores across 500 cities. Cumulative efforts of advertisement campaigns and amazing offers had generated great response by people.

12. There were endless queues to purchase JIO sims and long waiting period to acquire the sim in 2016. I ntroduction of Jio was truly groundbreaking and since then there has been no looking back. It is the most successful company in the telecom Industry .

13. THANK YOU!