INSTITUTE OF MANAGEMENT, NIRMA UNIVERSITY

MARKETING MANAGEMENT
INDIVIDUAL ASSIGNMENT: 1

TOPIC: RELIANCE JIO

SUBMITTED TO – Dr PRADEEP KAUTISH

SUBMITTED BY- MD. AQUIB FAROOQUI

ROLL NO - 208118
MBA HRM

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 EXECUTIVE SUMMARY
The document tries to explain the Micro and Macro Marketing environment of Reliance Jio.
It starts with the meaning of Micro and Macro marketing environment and then briefly covers
the same at Reliance Jio. For Micro environment, SWOT analysis is done and for Macro
environment, PESTLE analysis is done.

INTRODUCTION
Marketing is an essential tool for any business. Marketing campaigns play a vital role in
improving the brand and product awareness among the target group. It can also help the
target group to take an action, such as enticing them to purchase a specific product.
Marketing can be divided into micro and macro. Both are essential marketing theories for
making an effective and successful marketing strategy.

Micro Marketing: It deals with relatively small segment of consumers who have a specific
need for a product in the market. In this kind of market the advertising is done in a way in
which it directly and very strongly focuses on a very small group of consumers.
For this kind of market a business needs to first, analyse and define its target
consumers and then frame the marketing strategies. Micro marketing is such an effective tool
that it can be used in all size of businesses to capture target customers. Micro marketing
focuses on few main aspects which are product, placement, promotion and price. The
research done in framing the marketing strategies includes gender, location, education,
occupation, marital status and lifestyle.
With all the benefits there are also some drawbacks. Micro marketing can be more
expensive as the spending per target consumer is more and also due to its highly
customisable nature the cost increases.

Macro Marketing: As suggested by the name it is always large in the scope and goes
beyond the limits of micro marketing. Macro marketing deals with nexus at the market and
society level. It is a mechanism that helps to study the opportunities and the shortcomings of
the market. Macro marketing deals with the relationship between production process and the
purchase pattern of the consumers. It tries to examine the process of marketing as a whole.
Unlike micro, macro marketing is concerned with the overall consumer behaviour patterns,
market negotiation laws, social responsibilities and socially accepted advertising.

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 ABOUT THE COMPANY
For our study we have chosen Reliance Jio. Reliance industry is the biggest private sector
organisation in India. The organisation is so deeply integrated in the Indian market that its
products and service meets approximately every Indian on a daily basis. Started as a textile
and polyester company it is now in the list of Fortune 500 companies. The corporation can be
classified into three main heads which are manufacturing, retail and telecommunications.
Reliance Jio has created a really tough competition to the rivals namely Airtel,
Vodafone, and Idea. The market share of Jio due to its high speed data and lower pricing
increased rapidly and went to such an extent that Vodafone and Idea had to merge to stay in
the competition.

MICRO ENVIRONMENT
The marketing strategy of Jio is that it has segmented the market based on the masses and
have targeted the youth, employees and working class of the society. The offers provided by
Jio are more valuable in terms of both cost and price. Jio also has LYF phones which come
with free Jio services for a specific period of time and cost less. They directly target the low
income group. It has also tied up with the tech giant Apple Inc and provides iPhones with Jio
services at a subsidised rate.
 SWOT(Strength Weakness Opportunities and Threats) Analysis:-
 STRENGTHS: Strength can be defined as the actions a business can take to make its
position stronger. The following are the strength 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.
 
 WEAKNESS: This includes the areas of the business where in husbands are needed. Few
weaknesses of Jio are:-
 Pricing controversies,
 Delayed introduction into the market,

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  Activation issues,
 Overabundant freebies, and
 Poor data connection. 
 
 OPPORTUNITIES: As evident by the name opportunities refers to the availability of
chances to grow and the decision of the business to grab it. Opportunities of Reliance Jio
include: –
 Forthcoming consumed technology,
 Inflation to different countries,
 Cutthroat Pricing Strategies, and
 Apps and 5G and 6G technologies. 
 
 THREATS: this includes all the negative and adverse things in the business
environment. Some threats faced by Reliance Jio are: –
 Hazards of loss of customers 
 Critique and negative image
 Eradication of unpaid services
 Unethical business behaviour and marketing practice. 

MACRO ENVIRONMENT
The telecommunication industry in India falls under oligopolistic market. There are a few
players in the market namely Jio, Vodafone, idea and Airtel. And they cater a large number
of consumers. Does the bargaining power of the consumers is very high? The customers also
have the choice for number portability so they can choose between different operators. There
are a plethora of clans available to choose from. The players are established and competitive
rivalry is high. The threat of entry of new players is low due to the high cost of capital
involved.
PESTLE ( Political Economical Social Technological Legal and Environmental)
Analysis:-
 POLITICAL FACTORS: Jio being the leading telecom operator in India has a very
strong foot in the decisions made by TRAI telecommunication regulatory authority of
India. Jio also enjoys government support for promoting make in India campaign.

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 Reliance Jio was also a major player in the digital India drive. Jio has always shown its
alliance with the current government as the government in the centre is quite strong.
 ECONOMIC FACTORS: Within three years of its inception Jio capture 31% of the
market. Jio provides its services at a very low price and in the Indian market where the
consumers are highly sensitive to price this gave Jio an upper hand

 SOCIAL FACTORS: The aim of reliance Jio is connecting everyone, connecting

everywhere and connecting everything. Jio apart from providing data and calls at a
cheaper price also provides Jio apps which include Jio Saavn Jio Cinema Jio TV et cetera.
These apps are available for free.

 TECHNOLOGICAL FACTORS: Reliance Jio revolutionised the Indian telecom

market by introducing the voice over long-term evolution. This technology provided
high-speed data and high definition calls. It also has the potential to adopt 25G and 60
standards which will be even more faster.

 LEGAL FACTORS: Reliance Jio since its inception has always been in controversies
and has received allegations from its rivals. Yet reliance Jio never got any legal notices
despite of the allegations. Recently it faced opposition from the competitors over the call
ringing time of Jio.

 ENVIRONMENTAL FACTORS: Jio has contributed more than 750 crores for CSR
activities. It also provides free internet services to Indore police. The network towers set
up by Jio do not emit any harmful electromagnetic radiations. This is a much appreciated
step taken by reliance to conserve the environment..

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 REFERENCES
 https://product2market.walkme.com/micro-marketing-vs-macro-marketing-
understanding-differences/

 http://ijariie.com/AdminUploadPdf/INTERNAL_AND_EXTERNAL_ANALYSIS_OF_JIO_ijariie7686.p
df

 https://www.analyticssteps.com/blogs/reliance-jio-and-jiomart-marketing-strategy-swot-
analysis-and-working-ecosystem

 https://www.mbaskool.com/pestle-analysis/companies/17989-reliance-jio.html