Comprehensive Marketing Plan for Jio Smartphone in Singapore

This report presents a comprehensive marketing plan for the launch of Jio smartphones in the Singapore market. It begins with an executive summary highlighting the importance of a strategic marketing approach for new product introductions and emphasizes the use of market analysis tools. The report delves into market segmentation, identifying target customer groups based on geographic, demographic, psychographic, and behavioral factors. A detailed market analysis is conducted, including both external (PESTEL) and internal (SWOT) assessments of the business environment. The PESTEL analysis examines political, economic, social, technological, environmental, and legal factors influencing the Singapore market, while the SWOT analysis evaluates the internal strengths, weaknesses, opportunities, and threats. The marketing mix elements (product, price, promotion, and place) are then outlined to develop a strategic approach. The report also integrates the product life cycle and the BCG matrix to guide the smartphone's growth and development. The report concludes with a reference list and appendices.

Running head: MARKETING PLAN
Marketing Plan
Name of the Student
Name of the University
Author Note

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Executive Summary
It is important for every company to have a master plan for marketing during the event of launch
of new products and service. It is important to use the tools of market analysis to explore the
internal and external environment of business. In the current report the marketing plan for the Jio
smart phone is provided, which is planning to launch in the market of Singapore.
The plan for market segmentation and market analysis is used in the report. The four elements of
marketing mix are also used in the marketing plan. PESTEL analysis is used to explore the
external business environment and SWOT analysis tool is used to explore the internal
environment of business. As the industry of the smart phone is one of the fastest growing sectors,
it is important for the Jio Company to make use of the business opportunity.

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Table of Contents
Introduction:....................................................................................................................................3
Market Segment:..............................................................................................................................3
Market Analysis...............................................................................................................................6
External Market Analysis: PESTEL............................................................................................8
Internal Business Environment: SWOT Analysis......................................................................11
Marketing Mix...............................................................................................................................12
Product.......................................................................................................................................12
Price...........................................................................................................................................13
Promotion...................................................................................................................................13
Place...........................................................................................................................................13
Reference:......................................................................................................................................14
Appendix........................................................................................................................................15

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Introduction:
The aim of the current study is to prepare a marketing plan for a smart phone, which is
one of the popularly sold electronic gadgets of the modern days. The report will aim to prepare a
marketing plan for the Jio Company, which is one a rising smart phone brand based in India. The
marketing plan will help the Jio smart phones to make their market in Singapore. As the
Smartphone is one of the fastest growing business sectors of the modern days, it is important for
the Jio Company to make use of the business opportunity.
The product pipeline of Jio smart phones will include Wi-Fi routers and smart-watch that
will help in the better operational process of the smart-phones.
In a world of tough market competition, it is important for every business organization to
explore the internal and external aspects of the market, in order to increase their popularity
among the target customer groups. The marketing plan is one of the basic tools of business that
consists of the blue print of all the business objectives that needs to be achieved within definite
time frame. The entire growth of the business depends on the efficiency of the marketing plan
that can help a business organization to identify their target groups of customers with the help of
the market segmentation policy. The various parameters of the product like the price and also the
place of promotion are also decided with the help of the marketing plan.
Market Segment:
Market segmentation is one of the most important steps within the marketing plan that
aims to divide the entire consumer market into different groups depending upon the potential
customers. Each segment of the target market consists of customers with similar characteristics
and buying choice. It can be said in the context of mobile phone market that has increased at

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tremendous rate with the introduction of smart phone almost a decade earlier (Czinkota
&Ronkainen, 2013). Hence, a huge number of customers are included within the target group of
smart phones as it is one of the popularly used electronic gadgets of the market.
As the smart phone is one of the widely used products in the society, the market segment
of the product will include all groups of people within the society (Parente & Strausbaugh-
Hutchinson, 2014). It is important for the Jio Company to make use of different parameters of
market segmentation in order to identify the potential target groups of customers. According to
Pagani & Otto (2013), there are four different parameters that are used by various business
organizations that can help in their marketing plan:
 Geographic segmentation: With the help of this parameter, it is possible to divide the
market on the basis of the geographical locations. The market operational area of a
company decides upon the geographic segmentation that includes the country or city or
the area within a particular postal code. In case of the Jio smart phones, geographic
market segmentation includes the entire region of Singapore as they are used by people
from every corner of the nations. It can be said in the context that the entire region of
Singapore is technologically advanced and all the people are highly reliable on the use of
different types of smart phones.
 Demographic segmentation: This type of segmentation of the target market is divided
into age, gender, income level, social class, size of family and many more (Baker &
Saren, 2016). It is one of the popular elements of segmentation that can help all the
business organization to easily communicate with their target group of customers.In case
of the Jio Smartphone, the demographics section will mainly include the people of the
middle and lower level of income as the price of the phone is fixed at much lower level

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compared to other popular smart phones within the market of Singapore. Moreover, as
the Jiosmart phones have much less features compared to most of the other smart phones
brand, it very easy to use. Thus, the target market groups for this Smartphonewill include
people mainly from the aged groups, who may not be comfortable to use other smart
phones that have complex features.
 Psychographic segmentation: With the help of this type of segmentation, it is possible to
deal understand the psychology of the target group of customers. It is also possible to
divide the entire market with the help of parameters like the lifestyle and the culture of
the customer groups (Laroche & Park, 2013). It is important to note that most of the
parameters of the psychographic segmentation are based on the interest of the target
group of customers that can include their hobbies and passions. In case of the Jio Smart
phones, the target group f customers will include all the customers, who are passionate
about the use of the latest mode of technology. There are also several groups of people,
who have the interest towards the use of the latest forms of the software and technology
that can be regarded as one of the important part of their lifestyles.
 Behavioral segmentation: This type of parameter is used to divide the customers purely
on the basis of the behavior displayed by the customers while making decisions about the
choosing of the brands. The companies also segments the market based on the ways the
customer uses the products. The level of loyalty that is displayed by the customers
towards a particular brands can also be used as one of the major criteria to divide the
target customer groups. The Jio Company is new in the market of Singapore and hence, it
is important for them to select the target groups, who will be able to display high level of
customer loyalty that can help them to develop their target customer groups.

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Market Analysis
One of the main aims of the market analysis is collect more information about the
internal and external condition of the market of a particular place that can help them to prepare
better level of marketing plan.
It is also possible to collect quantitative and qualitative form of information from the
Marketplace with the application of several marketing tools that is aimed to analyze the business
environment within the market. The Jio Company needs to analyze both internal and external
condition of the Singapore market in order to make effective plan that can help them to capture
the Smartphone industry of the nation. According toGössling et al., (2015), the current day is the
Smartphone industry is one of the fastest growing business sectors that have tremendous
opportunities for all business organization. Moreover, the high development technological
infrastructure of Singapore can be considered as an added advantage for all smart phone
companies, who can make use of the business opportunity. Hence, the mobile industry of
Singapore can be considered as one of the hottest destination for all Smartphone manufacturers.
As more number of smart phone companies is attempting to penetrate the domain in the
Singapore market, the level of competition within the sector is getting tougher.
In this context, it is important for the Jio smart phone company to use effective marketing
tool in order to analyze the internal and external condition of the smart phone industry.

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It is important for the newly launched product to follow the steps of the Product Life
Cycle (PLC). There are four stages of the PLC:
Introductory phase: In this stage, the Jio Company will aim to increase the level of brand
awareness among the customers of Singapore about their newly launched smart phone. Keeping
a low level of price is one of the best ways that can be incorporated to make market penetration.
Growth Phase: In this phase, the company will aim to increase the market share by offering extra
features to the product that can help to attract more customers.
Maturity Phase: In this phase, the company will aim to defend the market share that has been
built over several years. In this phase will help to protect the market share of Jio from all other
competitors.
Decline Phase: The Company faces this stage during the time when a strong competitor will
capture their market share thereby leading to the decline of the market share.
The Jio Company is currently within the introductory phase in the Singapore Smartphone
industry, where they are investing huge capital for the growth of the market. For the first 6
months, the company is planning to make major investment and hence, they cannot expect any
profit. For the next 6 months, the Jio smart phone will attempt to reach the next stage of the PLC,
where the product will aim to grow within the market of Singapore. This will in turn help them
to raise the level of market share and thus allow the product to reach the maturity phase. During
the time of the growth phase, the company will neither make profit nor suffer loss (Refer to
Appendix).

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The company will also use the BCG matrix that will help in the growth and
developmental phase of the sales model. The business opportunity can also be utilized with the
help of different stages within the matrix. The Jio smart phone is currently at the question mark
stage, which is regarded as the stage of low market share encountered by a company, while
entering new market or any region. This is the crucial stage for the Jio Company, as the fate of
their smart phone and their future in the Singapore market will depend upon the company’s
performance in the question mark phase (Refer to appendix).
External Market Analysis: PESTEL
As mentioned by Wirtz et al.,(2014), the PESTEL analysis tool is the most popularly
used tool for accessing the external business environment of a location. With the help of this
analysis tool, it is possible to monitor the Macro environmental condition of business within the
smart phone industry of Singapore. With the help of this tool, it is possible for the Jio Company
to analyze the political, economic and social factors which are some of the major domains that
can influence the business.
Political
As far as the political background is concerned, Singapore is considered to be one of the
politically stable Nation is there has been no past history of political violence. The parliamentary
constituency system within the nation has insured that the government has enough power to
maintain peace and harmony among the society. This can encourage all business organization to
develop their market among the consumers and also help to expand their business. The policies
that are implemented by the government have also encouraged business organization to easily

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develop and expand the range of their business. This political opportunity can be used by the Jio
Company in order to implement effective marketing policies.
Economic
The economic condition of Singapore primarily depends upon the import and export
business from all the neighboring Nations. Without having any natural resources, the country has
to export its entire requirement from other Nations. The GDP of the nation is primarily
dominated why the contribution of the service sector. It is said that nearly 75% of the total GDP
is contributed with the help of the service sector. The initiative from the government to
encourage more flow of foreign cash and investment have also help to improve the overall
economic condition of the nation and also ensure that there is no cause for the unemployment
among the society. The high level of income among the people is also one of the major causes of
strong economy of Singapore. With the strong economy of the nation will help to improve upon
the business of luxury products like smart phones. This opportunity can be used by the Jio
Company in order to gain popularity among the smart phone market of Singapore.
Social
Socially, the people of Singapore are equally developed like any major nations of Europe
and America. The fast growing and advanced Society of Singapore have fascination towards
latest form of smart phone Technology. The culturally advancement of the society also
encourage them to make the most used of the technological advantage in everyday life. High
level of literacy rate is also one of the major influencing factors that can help the Jio Company to
expand their business.
Technological

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The highly advanced technological infrastructure that has been implemented by strong
governance and economic condition of Singapore is one of the major advantages that can be used
by the Jio Company to initiate a marketing plan (De PhD, 2013). The advanced level of IT sector
can also assist the growth of the Jio Company and help them in the implementation process of
the marketing plan. The government not the nation has also encouraged implementing policies to
encourage the growth of technological business. This highly developed infrastructure can help
the Jio Company to make use of the digital marketing techniques.
Environmental
Singapore is considered to be one of the most environment friendly nations in the world.
People of the society are also highly aware about the facts related to environmental degradation
that is caused due to all activities of modernization (Borshalina, 2015). Hence, it is important for
the Jio Company to respect the environmental laws that are implemented by the Singapore
government to ensure full safety of the local environment. It is essential for Jio Company to use
ecofriendly materials in the manufacturing unit of the smart phones that will not cause any harm
to the local environment.
Legal
The Jio Company also needs to consider the legal policies and business laws of Singapore
in order to ensure that the marketing plans are implemented in free and fair manner. This will
ensure that the smart phone company is able to build a strong reputation within the nation.

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Internal Business Environment: SWOT Analysis
Yeoh et al.,(2013), have mentioned the importance of the SWOT analysis tool that can be
used by Jio to analyze the internal business environment of their organization. With the help of
this tool, it is possible to evaluate the internal strengths and weaknesses along with the threats
and opportunities that the company needs to encounter.
Strength
The strong reputation of the Jio Company that they have gained in the telecommunication
industry of India after the introduction of their Smartphone and mobile network is the biggest
strength of the company that can help them to penetrate the tough market of the Singapore smart
phone industry. In Spite of the fact that the Jio smart phone do not have many higher level of
specifications available in most of the smart phone, the aggressive level of pricing is also one of
the strong points. This will encourage people from all section of the society to buy the Jio smart
phone. The company is also offering extra period of manufacturing warranty that can ensure
longer durability.
Weakness
The lower rate of brand popularity among the people of Singapore is one of the major
weaknesses of Jio Company. Moreover due to the fact that in the current days within the industry
of smart phone it is important for all the manufacturers to provide advanced level of features and
the features of the Jio smart phones are not among the most advanced in their domain.
Opportunity