Introduction to market segmentation:

Dividing the total market into smaller groups of people who share specific
needs & characteristics.
Demographics
Geographics
psychographics

Micro environment analysis:

1) market segmentation
2)Target customers
3)positioning

Market segmentation:

• Indian customers always prefer low cost to buy anything

• The offer provided by jio are more valueable in terms of both, cost and
service due to which there has been increase in jio subscribers.
• Geographically they segmented the market over pan india.
• The new behaviour of customers is using smartphones and jio utilized it
well.
 Students gets additional 25% data usage if they register their sim card on
a students Id.

Targeting:

• Jio has segmented the market based on the masses and have targeted the
youth , employees and working class of the society.
• Moreover , the consumers are targeted by jio bundling with LYF phones
and giving free jio services.
• Jio applications, a jio sim card, and a jio 4g enabled phone is provided in
the bundled offer

positioning:
• Jio has positioned themselves in market as a company which provides
regular offers to its customers.
• Recently after the launch (money control) the apple iphone 8 and iphone
x , jio has tied up with apple with a 70% buyback offer for the custmers.
• Such offers are not provided by other company and hence jio has a upper
hand and advantage over other companies.

Unique selling proposition:

Jio offers high value to the customer by providing fast, high quality 4G network
connectivity at an affordable price.

Reliance Jio has portrayed itself as a future proof network with cutting edge
technology that offers superior digital services experience to the customer.

How jio is different from other business:

  Think big and execute on ground
 Disruption (building entry barriers)
 Alternate channels of revenue

Specific benefit :
Future proof
Optical cable infrastructure available to expand to 5G network the future

Value of customers:

 Core benefit : voice calling and internet connectivity

 Basic product: mobile network that offers good network coverage with
internet connectivity
Reasons to buy:

• High speed, high volume and low cost internet.

• VoLTE and jio apps are easy to use.
• Can be used with dual sim mobile