Introduction

 
Reliance Industries Limited (RIL) is a Fortune 500 company and the biggest
private-sector corporation in India. Reliance’s products and services
portfolio meet approximately all of us on a daily basis, over economic and
social bandwidth. The largest company has grown from being a textiles
and polyester company to a mingled pro in entertainment, energy,
retail, food industry, and digital services.
 
In addition to that, the “Reliance industry”, India’s largest brick and mortar
retailer, has also stepped into the red-hot online retail market as online
retailing is the need of the time when individuals get aware of any business.
If speaking about the Reliance industry, the brand already has earlier
experience with the e-commerce region with Ajio.com and Reliance Trends
(meeting fashion industry).  

 Jio Mission Statement

Reliance Jio promises to shape the future of India by providing end-to-end digital solutions for businesses,
institutions and households and seamlessly bridging the rural-urban divide.

Jio Vision Statement

Reliances vision for India is that broadband and digital services will no longer be a luxury item. Rather,
Reliance envisions an India where these are basic necessities to be consumed in abundance by consumers and
small businesses alike, as much in far-flung villages as in our largest cities. The initiatives are truly aligned with
the Government of India's Digital India vision for our nation.

 
It’s About Reliance Jio
 
The inception of Jio was in 2005 when RIL split, the company was known
as Infotel Broadband previously, now by this time it is widely acknowledged
as “Reliance Jio" (a dream project of Mukesh Ambani). It has begun with
broadband services, stepped into 3G and 4G, and is extending its mobile
products and services through e-marketing.
 
Initially, Jio has created a really tough competition
that Airtel and Vodafone have watched almost the double-digit rate of
decline in their revenues, at that time, Lyf phones made an attempt into the
market with Jio Preview offers as unlimited free data pack for 3 months
and free voice calls with SMS was the way they listed into the market.
(source)
 
 
1. Combined Marketing Strategies 
 
 Price: One of the most attractive strategies, Jio adapts, is pricing
strategies. Not only the company offered a satisfying price to their
various products for individuals but it also leads the in-vogue telecom
market. Rival companies also modified their pricing strategies when
Jio introduced premium 4G services at cheap prices. However, Jio
has revised its latest tariff plans. 
 
 Products: Jio is providing telecom products and assistance with
high-speed internet services and exclusive offers.
 
 Place: By the various broadly spread circulatory channels, Jio
products, and other digital items are sold out at various Jio stores
located in several cities in India. Reliance Jio stores have evolved into
India’s largest supply chain in a short period of time that turns out to
 be an augmented platform for distribution, incorporating a huge
number of national and international personal brands.
 
 Promotion: When it comes to making positive brand consciousness,
Reliance Jio has adopted a bit aggressive marketing strategy
including launching ad campaigns on television, radio, newspapers,
magazines, and social media platforms like Instagram, Facebook,
Twitter, and YouTube. They also have used film industry stars and
celebrities’ power to do acting in their commercials ads and become
joined with their brand.  
 
 
2. SWOT Analysis of Reliance Jio
 
In order to understand the basics of SWOT analysis and other business
analytics techniques, have click on 8 Most Popular Business Analysis
Techniques used by Business Analyst
 
a) Strengths: 
 
Strengths are defined as appropriate actions or steps that each business
takes in its spectrum of operations that can provide a business with a
strong position among rivals. The following are the strengths of Reliance
Jio:
 
 Substantial customer acquisition strategy, 
 Robust customer base, 
 Fast technology for better customer experience,
  Secure and steady endorsement of parent company Reliance
Industries,
 Brand management and control,
 Rapid and ample network, and 
 Various offerings under a single name.

SWOT Analysis of Reliance Jio: Part-1

 
b) Weakness:  
 
Weakness are the areas where any business or brand requires
enhancement, few weaknesses of Reliance Jio are following; 
 
 Pricing controversies,
 Delayed introduction into the market,
 Activation issues,
 Overabundant freebies, and
  Poor data connection. 
 
c) Opportunities:   
 
Opportunities are the exciting promenade in the business environment that
besieges it on which any business can exploit to advance its returns.
Presently, Jio is looking for some coming growth by launching 5G and 6G
Technology at affordable prices  Major opportunities for Reliance Jio
include; 
 
 Forthcoming consumed technology,
 Inflation to different countries,
 Cutthroat Pricing Strategies, and
 Apps and 5G and 6G technologies. 
 
d) Threats:  
 
Threats can be various factors in the business environment that could be
adverse to the business in its growth, some of the threats that Reliance Jio
faces are;
 
 Hazards of loss of customers 
 Critique and negative image
 Eradication of unpaid services
 Unethical business behavior and marketing practice. 
 SWOT Analysis of Reliance Jio-Part-2

 
Overview of Reliance JioMart (Desh Ki Nayi Dukaan)
 
JioMart has initiated a point of sale (PoS) machine installation process and
a platform to place orders for Kirana (corner) stores in early 2019, it is
currently available in Navi Mumbai, Thane, and Kalyan region but soon will
be available in other parts of the country.
 
Jio has recognized four indispensable sources of strength in order to get
an enlargement that includes;
 
1. Augmenting geographical stretch, 
2. Introducing brand new store conceptions and channels, 
3. Reinforcing and upgrading customer experience, and 
4. Leveraging technology.
 
The JioMart operates on an online-to-offline (O2O) business model,i.e,
customers could purchase products directly by the app from neighboring
sellers. It’s a retailing platform to give consumers packaged goods and
kitchen supplies. 
 
By this approach, all the offline sellers can provide their products on the
JioMart and also can be connected with a broad extent of online
customers.
 
As oil to telecoms syndicate launches its digital commerce enterprise to go
live, encouraged as it is, after the latest investment by the Facebook, social
media giant.  
 
 
Here is a picture of the Reliance e-commerce venture JioMart
ecosystem;
 
JioMart is leveraging its complete ecosystem- from its cash and importing
unit for acquisition, and exclusive labels to credit, stock and inventory
management, demand production, and doorstep delivery included.

 
 Working of JioMart Ecosystem, Pic  credit

Core Strategy
 
A very straight forward strategy Reliance Jio adapted, they are offering the
Kirana owner multiple attractive offers and benefits, like Pay Rs. 50 and get
items worth Rs. 150, many of amidst following;
 
1. It also involves many food-based items like unpacked grains, where
Reliance Jio is also attempting to promote its exclusive trademark
brands like Good Life at convincing discounts.
2. Several individual labels, Reliance is presuming into Jiomart, are Best
Farms, Masti Oye, Kaffe, Enzo, etc, and also asked to stockpile
products from local distributors and markets. 
3. The essence of JioMart’s strategy is to solicit middle-class families
via its perception of unbundling, and in the action to shift purchasing
nature.
4. Encourage less but more rapid purchases along with inviting
discounts and coupons, also keeping items worth unharmed.           
5. As per the strategy, it will maintain to expand the network in tier II
and III cities across the nation.
 
 
Conclusion
 
Reliance Jio has begun with a lot of huge investments and continues to
establish assorted stores in various cities in India, it has been a very good
dynamism for the Indian consumers where Jio is enlarging its business
along with ingenious e-marketing strategies, assistance, products, and
services  
 
Since every development has both positive and negative effects, the same
applies to Reliance Jio. To make its retail zeal a substantiality, Reliance Jio
will have to combat other deep-pocketed rookies that are Amazon, Alibaba-
backed BigBasket, and Tencent-funded Udaan as they hold heavy-hitter
edges.  
 
Hopefully, you have acquired the idea behind Reliance Jio’s business
strategies and working ecosystem of JioMart

Jio also known as Reliance Jio Infocomm limited is the network and mobile operating
company. It is the holding company of Reliance, whose headquarter is located in Mumbai.
Jio mainly operates the network of national LTE, and covers all the twenty two telecom
circles. It does not provide the services of 3g or 2g, but utilizes the service of voice over the
LTE to give voice services across the network. Jio provides the best services and most
affordable one to the consumers to gain the competitive advantage in the
telecommunication industry, as strong rivals like Airtel are implementing effective strategies
for the position of market leader. Jio can easily take help from the evaluation and analysis
matrix off the product portfolio, and services it offers, to make decision regarding the
investment and which area needs much attention (Jio, 2018).
BCG matrix can help the company with this objective as, it analyze the products in among
four quadrants; Cash cow, Star, Question Mark, and Dog. The products or services are
evaluated among two main aspects; market share and market growth rate. This helps the
company in evaluating the product’s position it is offering, to get the market leading position
(Martin, 2017).

Cash Cows
There are few products in the portfolio, which are being produces by the company for taking
the leading position in terms of the revenues and sales. These products have high demand,
and the organization is successful in generating high ROI- return on investment from the
sales of them. These products have high market share as compare to the growth rate. For
Jio, VoLTE, and Jio App Utility are the cash cow items. These are high in demand. These are
available for everyone, but the users need Jio sim card. The rates of the VoLTE services are
very low as compare to other networks, thus, giving the company competitive edge over
others (Patel, 2016).

Stars
The products of this category are consider as the emerging items of the company, which
have the future growth prospects. These products have both high market share and high
market growth rate, which pressurize the company to maintain the steady investment to
ensure that these products can be cash cows for the company. 4G services- B2C and B2B,
and LYF Mobile phones are the star items for the Jio Company. It offers the services along
with the peripheral devices and instant messaging, music and streaming movies (BS, 2015).

Question Marks
Some products of the portfolio do not have the similar degree of future growth as star or
cash cows. But, such items have the high level of uncertainty, which brings them in the
question mark quadrant. These have the low level of market share but high market growth
rate. These products can also provide the financial leverage to the company, but inability for
capturing the market share makes them a burden. For Jio, MSO services, Mi-fi services, and
Jio-fi routers are the question mark for Jio Company. This helps the users in availing the
excellent quality services of the company, but due to tough competition in these area,
company is striving hard in the industry (Patel, 2016).

Dogs
In this category, all those items fall, which do not bring the financial gain in company. These
products are performing poorly in terms of future growth, revenue and sales prospects.
These items have low market share and low level of growth rate, which make them a burden
on the company in both aspects. JioMoneyWallet, Jio Tv, and JioSecurity apps, are not that
much famous in the industry, as many users prefer to use the famous apps for these
purpose (Jio, 2018).

Let us start the Reliance Jio PESTLE Analysis:

Political Factors:
The political factors in the Reliance Jio PESTLE Analysis can be explained as
follows:
Reliance Jio is a leading telecom operator in India. There are several instances
where its business is governed by the political setup. TRAI has come up with a new
rule of reducing the call ring to 25 seconds. Reliance Jio has opposed this move
saying that the decision of fixing the ringing time should be solely left to the
regulator. Being a part of the ‘Make In India’ initiative, Jio enjoys constant
government support. This is evident from the fact that in 2016’s newspaper, India’s
Prime Minister featured in a printed advertisement of Reliance Jio with the company
claiming that Jio will help in making realize Prime Minister’s plan of making India
digital. The next day the same message was very cleverly and subtly shown in the
video of connecting 1.2 billion people and making India digital. Also, the government
at the centre is quite strong i.e. less dependent upon coalitions which is a good
factor for the company in the middle run.
Economic Factors:
Below are the economic factors in the PESTLE Analysis of Reliance Jio:
With competitors like Airtel and Vodafone Idea being present in the Indian market for
quite some time, Reliance Jio has done a commendable job by acquiring more than
31% of the market share in a span of just 3 years. As India is a price sensitive
market, Jio provides its services at the bare minimum prices. This strategy has
worked out in its favor. Reliance Jio has decided to charge 6 paise/minute for its
outgoing calls. Previously Jio didn’t charge any fee for its outgoing calls on a
different network. The decision is taken to cover up for the Interconnect Usage
Charge. Since Jio provides its services at a low cost, it has been successful in
penetrating the rural markets where the scope of expansion is very high.

Social Factors:
Following are the social factors impacting Reliance Jio PESTLE Analysis:
With currently more than 300 million subscribers, Reliance Jio aims to “Connecting
everyone. Connecting everywhere. Connecting everything.” Apart from the fact that
Jop provides its internet and call services at low rates, Reliance Jio offers various
other services like Jio News, Jio Tv, Jio Cinema and Jio Cloud etc. These services
are introduced keeping in mind the interests of the youth which makes majority of its
customer base. Having a diverse brand portfolio helps Jio
in retaining its customers. Jio’s recharge schemes come in various segments
depending upon the nature of the customer and his demands. The MyJio application
makes it easy for its customers to recharge their phones with a few clicks. Also,
Reliance Jio provides with data top ups as well which benefits the customer as
he/she won’t have to take a regular plan for trivial work.

Technological Factors:
The technological factors in the PESTLE Analysis of Reliance Jio are mentioned
below:
Reliance Jio was the first network provider in India to introduce the Voice over LTE
technology. This technology has a huge potential in the future because it can also
support 5G and 6G which means customers will be able to access the data at even
better speeds. Also, the Voice over LTE technology improves call quality if both the
persons (calling and the receiving end) have this technology in their respective
phones. Jio’s competitors Airtel and Vodafone-Idea have also introduced Vo-LTE for
their networks. Reliance Jio has also come up with a new service, JioFiber which is a
dedicated setup focused on providing Ultra-high speed internet.

Legal Factors:
Following are the legal factors in the Reliance Jio PESTLE Analysis:
Since the arrival of Reliance Jio into the Telecom Sector, it has been in many
controversies and has received allegations from its competitors. Firstly, Airtel
claimed in 2016 that Jio was tested for around 253 days. During that phase, it had
gathered around 3 million subscribers (testers). Airtel claims this was done to
acquire a significant share of the customers even before its launch. But, apart from
the allegations Reliance Jio didn’t receive any legal notice because of the absence of
any such rule regarding the number of days of testing of the service. Also, Airtel and
Vodafone-Idea accused Jio of using predatory practice of providing its service at
extremely low rates. Recently, Jio faced opposition from Airtel and Vodafone-Idea
over the call ringing time of Jio. Reliance Jio till now has been able to overcome
these hurdles. But, since jio has caused disruption in the telecom market, its legal
department should always be on its toes.

Environmental Factors:
In the Reliance Jio PESTLE Analysis, the environmental elements affecting its
business are as below:
Reliance Jio has come up with various measures to contribute towards company’s
Corporate Social Activities.
io has contributed more than Rs 750 Crore for CSR activities. In one of its CSR
activities, Reliance Jio provided free Internet Services to the Indore Police. One of
the major sustainable steps taken up by Jio is the setting up of network towers which
do no emit any harmful electromagnetic radiations.
To conclude, the above Reliance Jio PESTLE Analysis highlights the various
elements which impact its business performance. This understanding helps to
evaluate the criticality of external business factors for any brand

What is STP ????? 

STP stands for Segmentation, Targeting and Positioning. This is a three step
marketing strategy such that effective implementation of each step leads to a step
close to a company’s goal. It implies finding the right set of customers, focusing on
them and creating a perception of your brand in their views which has an positive
impact on their loyalty towards your brand.
Segmentation
Different groups of people are present in the market who share similar views
regarding particular brands . Doyle (1994, in Proctor 2000) states that company
must decide on the segment it will focus its activities which is based on five factors
namely segment size, segment profitability, segment growth , current and potential
competitors and the capabilities present in the market. Jio seems to have made
most of this strategy since the 4G network in India has great potential for growth
and profit. It is in its budding phase and therefore there are chances of making most
of it. Besides, the use of Smartphones in the Indian market has shown a
tremendous increase and still continuous so, which promises great benefits in this
sector. India’s 4G market is set for exponential growth. Smartphone market
volumes are projected to be at 326 million by the end of 2016, according to a
Gartner and KPMG report (cited in Panday 2016 ) Besides, few competitors makes
this move of Jio even more strategic .
Targeting
Once, the segment of customers on which focus is to be laid is found, the next step
is how to make that segment buy your products or invest in your brand. This is
called targeting. Once a target market has been determined, ‘your marketing efforts
will remain focused on a particular group of people, ultimately improving your
campaign’s success’ (Garberson, 2015). Jio used a great tactic to target its selected
segment .
From June to July it offers unlimited high speed internet on 4G network and 4500
minutes for free for three months to those customers who buy LYF Smart phones
with come with a sim card. As in India, there has been problem with online
downloads or other internet related functions due to low speed internet, therefore
this tactic has vast opportunities in this market. However, Jio has set a limit to the
number of customers who will be able to be able to benefit from this offer in the
trial period and plans to provide 4G internet access and services, after the trial
period ends, to those customers who will buy these Smartphones during trial
months. This way it aims at gaining prospective customers.
Positioning
Once market segment to focus on is selected and the tools or techniques to target
this segment have been devised and implemented, the next part is positioning in
the market. Positioning simply means how your brand is perceived by the
customers. Iacobucci (2014, p. 53)states that positioning can be evaluated via
perceptual maps which are graphical depictions of where brands are and where
competitors are in the minds of the customer.  Jio positioned its Smartphones
based on price and sales. And the offering of free voice calls minutes and high
speed internet, made its identity different from its competitors and thus it gained
more popularity. According to the Hindu newspaper, it has already served 500,000
customers already has become third most selling Smartphone in India.
Conclusion:
Reliance Jio’s LYF Mobiles presents a fabulous example of effective use of the
marketing strategy of segmentation, Targeting and Positioning