Desh ki Nayi Dukaan

Presented By:
Section G – Group 1
2111451 Adithya MR
2111452 Joshika Agarwal
2111453 Harsh Agrawal
2111454 Saloni Agrawal
2111455 Adithya Anand
2111456 Ankit Kishore
Objectives

How JioMart should fight competition from other big players and
increase customer base in online retail?

What should be the target markets and segments for JioMart?

How should JioMart improve its distribution chain to provide more

variety, better quality of products, while increasing speed of delivery?
5 C Analysis
5C Analysis

Company Customer Collaborators

Product: O2O business Market Segment: Strategic Partners:

model households, B2B - Kiranas WhatsApp
Financial Health: part of Jio Brand Loyalty: Procurement & Delivery
Digital (RIL Subsidiary) Challenging to accomplish Partners:
Strengths: 200+ cities, Brand given the service reviews Reliance Retail, Local
awareness of “Jio” Customer Value: Kiranas
Weakness: Delivery, Quality No Min. Order Value, Future Scope: Expand Kirana
Opportunity: Pricing, Kiranas Low Social engagement, store collaboration and
Threats: Established brands, No Scheduled Delivery, increase their inventory
Customer retention Low Product Range through Reliance products
5C Analysis
Competition
• B2C Competition: DMart, Amazon Fresh, Walmart owned Flipkart, Softbank backed Grofers, Swiggy,
BigBasket (acquired by Tata Group)

Min. Order Value for free

Cities SKUs Average Order Value (Rs.)
delivery (Rs.)
10,000 - 0
JioMart 200+ 600
12,000**

BigBasket 26 25,000 1,400-1,500 1,200

Grofers 39 3,000
1,500-1,600 800

• B2B Competition: JioMart wishes to become indispensable as a supplier to the Kirana stores.
Competition from FMCG distributors as well as B2B e-commerce companies like Udaan and Amazon
5C Analysis
Context
• Perception of Reliance profiteering from changing policies
Political • Draft e-commerce rules, preventing promotion of private labels

• Online grocery market expected to grow at a CAGR of 30%, to $359B

Economic • Economic slowdown, after the severe second wave of the pandemic

• JioMart claims to support local Kirana stores

Social • Focus on utility, health and safety during the pandemic

• Deal with Facebook to explore integration with WhatsApp

Technological • Purchase of majority, stake in Just Dial, integration with JDMart

• CCI has raised red flags on data sharing between Jio & Facebook
Legal • Reliance deal with Future Retail, under challenge by Amazon in SC

Environmental • Increased focus on sustainability by both investors and customers

Segmentation, Targeting &
Positioning
 Geographic Segmentation
01 Tier 2 & Tier 3 Cities

Segmentatio Demographic Segmentation

n Semi-literate, first time smartphone users

Behavioral Segmentation
Buy small, buy often
Targeting

Size & Benefits Profitability

Tier-2 & Tier-3: Large customer base Small but repeat orders to maximize
revenue
Multiple Kirana partners across
country – parallel sourcing

Targeting
Strategy

Large scale offline marketing Kirana: Deals & procurement support

through supplier partners and mass Customer: Quick order processing &
media options pricing
Firm supply chain: Long term
Reachability Sustainability
Sustenance
Positioning
More Accessibility
Symbolic positioning
Amazon Fresh
● Empowerment in tier-2 and tier-3 cities
● No MOV*: Accessible to low-income
segment
JioMart

Swiggy
Instamart
Functional positioning Max MOV Less MOV*

● Accessible in areas with no competition

● Large customer base during the
pandemic
DMart

Grofers
Experimental positioning Big Basket
Less Accessibility

● Perception: Associated Jio product

● Brand Awareness: Jio Perpetual Map
● Customer NPV yet to take a leap
*MOV: Minimum Order Value
Brand Resonance Pyramid

Still in its infancy, low brand

loyalty due to alternatives Resonance

Good Discounts and offers Reliable, trustworthy, Meant for everyone,

Judgements Feelings Desh ki Nayi Dukaan

Zero Minimum Order Value,

Easy Doorstep Grocery Online ordering platform
Performance Imagery
Delivery Blue colour for dependability 

High brand name

Salience awareness, Low offerings
awareness
Marketing Mix
Product

Current Strategy Survey Analysis Proposed Strategy

● E-Commerce application • More than 80% of ● Grocery segment needs

● Wide range of products participants purchased to be further expanded
in fashion, jewelry, and only grocery, no desire of to match customer
electronics fashion or jewelry needs and competitors'
● Grocery segment, it has • 80% dissatisfied with the offerings
over 7000+ items product quality ● Fast Delivery Service
● Sales of inhouse brands • 35% and 30% of ● Better Customer Support
with high recall value for participants were ● Better returns and
sub brands dissatisfied with delivery refunds
and variety of products
respectively
Price

Current Strategy Survey Analysis Proposed Strategy

● Free Delivery ● Satisfactory discounts ● Annual Speedy Delivery

● No Minimum Order Value and offers according to Subscription Proposal.
● Discounts more than 60% users ● Since the focus is to
● New User Offers ● Willingness to purchase expand market share,
● Festival offers speedy delivery JioMart can charge
subscription by more nominal to no fees for
than 50% customers speedy delivery.
● Average willingness to ● Further discounting to
pay for monthly beat toughest customers
subscription is between like DMart
Rs 50 – Rs 80
Promotion

Current Strategy Survey Analysis Proposed Strategy

● Offline promotions ● For 35 yrs and above, ● Focus on mass media

● Pamphlet distribution & nearly 35% respondents marketing as it consists
Newspaper ads are unaware of JioMart of 65% respondents
● Promotion through ● More than 22% people ● Select a Brand
JioMart apps follows YouTube, greater Ambassador for JioMart
● Facebook & Instagram than other mediums of ● Seasonal promotional
page discount coupons mass communication events & associated ad
● 30% participant preferred campaigns
local vendors with less ● D2D campaign in tier-2 &
than 10% opting JioMart tier-3 cities to create
awareness & build trust 
Place

Current Strategy Survey Analysis Proposed Strategy

● Placing order through ● 85% respondents are ● Full integration by

JioMart website/app freq. WhatsApp users & embedding JioMart app
● Further assistance on want to explore the idea within WhatsApp
WhatsApp of shopping through it ● Date/time slot preference
● Reliance Fresh ● 45% participants are not for customers
supermarkets and satisfied with product ● Kirana stores as delivery
distribution centers availability in distribution partners in all cities of
● No option to select centers operation
delivery slot for order
Conclusion
Summary & Way Forward
There is great scope for the growth of organized retail in India’s grocery market, which is the most significant part
of household consumption expenditure. The pandemic together with a growing middle class is likely to increase
demand for e-grocery.

Segmentation, Targeting & Positioning Marketing Mix

Look to consolidate position in metros, focus Faster delivery, customer support, expanded
on penetrating 2-tier/3-tier towns product offering

Continue free delivery with focus on capturing

Millions of first-time internet users
market share

Making services accessible in more number of Mass media marketing, brand ambassador for
areas, no minimum order value restrictions JioMart to build trust & awareness

Aggressive social media marketing, discounts Leverage kirana stores as delivery partners,
& coupons for branding allow flexible delivery slots, WA integration
Thank You!