Strategies behind the success of Jio

                   Jio rocks the market with its STP strategy

Recently in June, Reliance Jio commenced the commercial sale of LYF Smartphone with Sim Cards to the regular consumers in India. This was the first time that the people will be able to use Jio’s high speed 4G network. It becomes important to point here, that in December 2015, first only the employees of the company were given access to it, followed by access by 10 referrals made by the employees of the company.

Who is Reliance Jio ?????

Reliance Jio Infocomm limited (RJIL), founded by Mukesh Ambani in 2007,   is a subsidiary of Reliance which is one of the major telecommunication industries in India. It offers broadband services based on LTE technology to customers throughout India.

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

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 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.

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

                      Digital Marketing Vs. Traditional Marketing

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Many small businesses struggle with deciding which kind of marketing to do, because their budget will only stretch to one or the other, not both. The decisions that must be made are not easy: which method of marketing will give me the most bang for my buck? How do I know if my marketing is working? Who should I trust with my marketing? Should I do it myself? The answers may surprise you.
To clarify the terms, the use of print ads on newspapers and magazines is a simple example of traditional marketing. Other examples include flyers that are put in mailboxes, commercials both on TV and radio and billboards. On the other hand, when a business invests on building a website, advertising the brand name through different social media such as Facebook, Twitter and YouTube, this kind strategy is called digital marketing. 

Benefits of Traditional Marketing

You can easily reach your target local audience. For example, a radio ad might play in one location: your city or region. Or mailbox flyers will go to households in a select number of suburbs.
The materials can be kept. The audience can have a hard copy of materials of which they can read or browse through over and over again.
It's easy to understand. It can be easily understood by most people because they are already exposed to this kind of strategy.
The technologies used in this study were eye-tracking and high resolution EEG brain wave measurement. The three key metrics evaluated in the study were cognitive load (ease of understanding), motivation (persuasiveness), and attention (how long subjects looked at the content). 

The Downside to Traditional Marketing 

There is very little interaction between the medium used and the customers. It is more of providing information to the public that the brand exists with the hope of these people patronizing the brand.
Print or radio advertisements can be very costly. Printing materials can be expensive and you need to hire people to distribute these.
Results on this marketing strategy cannot easily be measured. Was the campaign successful? 

Benefits of Digital Marketing 

You can target a local audience, but also an international one. Further, you can tailor a campaign to specific audience demographics, such as gender, location, age and interests. This means your campaign will be more effective.
Your audience can choose how they want to receive your content. While one person likes to read a blog post, another person likes to watch a YouTube video. Traditional marketing doesn't give the audience a choice.
Interaction with your audience is possible with the use of social media networks. In fact, interaction is encouraged. Traditional marketing methods don't allow for audience interaction.
Digital marketing is cost-efficient. Though some invest on paid ads online; however, the cost is still cheaper compared to traditional marketing.
Data and results are easily recorded. With Google Analytics and the insights tools offered by most social media channels, you can check on your campaigns at any time. 
Level playing field:  Any business can compete with any competitor regardless of size with a solid digital marketing strategy.
Real time results: you don’t have to wait weeks for a boost to your business like you would have to waiting for a fax or form to be returned.  You can see the numbers of visitors to your site and its subscribers increase, peak trading times, conversion rates and much more at the touch of a button.
Brand Development: A well maintained website with quality content targeting the needs and adding value to your target audience can provide significant value and lead generation opportunities. 
So which kind of marketing is better?
Well, we would recommend both. Obviously, we are passionate about digital marketing, because we know that it works. But we do use traditional marketing materials, too.

What Is Packaging & Labeling in Marketing?

                               Packaging & Labeling

Packaging refers to the physical appearance of a product once a client sees it, associated labels are an informative element of packaging.

 

                  

 

Packaging-

With the increased importance placed on self-service selling, the role of packaging is becoming quite vital. For example, in a typical supermarket a consumer passes concerning 600 things per minute, or one item every tenth of a second. Thus, the only thanks to get some customers to note the merchandise is thru displays, shelf hangers, tear-off coupon blocks, other point-of-purchase devices, and, last but not least, effective packages. Considering the importance placed on the package, it is not surprising that a good deal of analysis is spent on psychological feature analysis, color testing, psychological manipulation, and so forth, in order to determine how the bulk of customers can react to a brand new package. Based on the results of this analysis, past experience, and the current and anticipated decisions of competitors, the marketer can ab initiation confirm the primary role of the package relative to the merchandise. Should it embrace quality, safety, distinction, affordability, convenience, or aesthetic beauty?

Common uses of packaging include:

• Physical protection: The objects enclosed in the package might need protection from, among other things, mechanical shock, vibration, electrostatic discharge, compression, temperature, etc.

• Information transmission: Packages and labels communicate how to use, transport, recycle, or dispose of the package or product. With pharmaceuticals, food, medical, and chemical products, some types of data square measure needed by governments. Some packages and labels also square measure used for track and trace functions.

• Marketing: The packaging and labels can be utilized by marketers to encourage potential consumers to get the merchandise. Package graphic style and physical design have been necessary and perpetually evolving development for many decades. Marketing communications and graphic style square measure applied to the surface of the package and (in several cases) the purpose of sale show, examples of which square measure shown here:.
• Convenience: Packages can have options that add convenience in distribution, handling, stacking, display, sale, opening, re-closing, use, dispensing, reuse, recycling, and ease of disposal.

• Barrier protection: A barrier from oxygen, water vapor, dust, etc., is often needed. Permeation is a critical consider style. Some packages contain desiccants or oxygen permeability to facilitate extend period.

• Security: Packaging can play associate necessary role in reducing the protection risks of cargo. Packages can be created with improved tamper resistance to discourage meddling and can also have tamper-evident options to assist indicate meddling.

Labeling

A label is a carrier of data about the merchandise. The attached label provides customers with data to aid their purchase call or facilitate improve the expertise of mistreatment the merchandise. Labels can include:
• Care and use of the product
• Recipes or suggestions
• Ingredients or nutritional data
• Product guarantees
• Manufacturer name and address
• Weight statements
• Sell by date and expiration dates
• Warnings

Symbols Used in Labels

Many sorts of symbols for package labeling square measure across the country and internationally standardized. For consumer packaging, symbols exist for product certifications, trademarks, and proof of purchase. Some requirements and symbols exist to communicate aspects of client use and safety. For example, the estimated sign notes conformity to EU weights and measures accuracy rules. Examples of environmental and usage images embrace the recycling symbol, the resin identification code, and the "green dot."