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22061600 reliance-marketing-project

  1. 1. A PROJECT REPORT ON “MARKET SURVEY & PRODUCT PROMOTION” IN “RELIANCE COMMUNICATIONS”In partial fulfillment of MBA Degree 2006-08 Submitted By- Himanshu Singh MBA (2006-08) Indian Institute of Management Training El-39/5, Near Indrayani Nagar, MIDC, Bhosari
  2. 2. Pune-411026 PREFACE“Learning categorizes you and practicing on that learningspecializes you”.Theoretical concepts taught and discussed in the classroomprove useful if they have to remain relevant. Practiceorientation of management student is must generatingcompetence to deal with issues at grass root level it is for thisreason that one month training project study is prescribed asapart of syllabus for MBA Degree in Pune.This training is the mode of imparting practical training to thestudent. The objective is to provide a deep insight intopractical aspects of the functioning of the organization. Thetrain apprises the student to the actual function, responsibilityand problem faced by an organization. It provides him with theknowledge of the various kind of problem that crop up in theday to day functioning of the organization .The way they aresolved by the departments and appraisal of the crucialdecision taken by the manager at the crucial time.I was fortunate enough to complete my marketing training atRELIANCE COMMUNICATIONS, Vardhman Chambers, 3rdfloor, 7 love square, pune.This has given me an altogether new experience, which wouldbe immense help to me in my days to come.
  3. 3. ACKNOWLEDGEMENTI wish to acknowledge my specific indebtness to director“Indian Institute of Management Training”, who made thisopportunity to perform summer training as a part of MBAdegree Course.I wish to extend my Sincere Gratitude towards “Mr. RajBabbar (Reliance Communications) for accepting me as asummer trainee and assigning this project to me.I am extremely grateful to Mr.Rajiv Taneja for their valuableguidance and best possible help during course of study.I am deeply grateful to my parent’s who have given me everyhelp and moral support and their constant advice whichenabled me to pursue my academic aim.Thanks to other summer trainees for their co-operation andsuggestions through out this project.
  4. 4. DECLARATIONThe researcher hereby declares that the dissertation is aresult of his own research work and the same has not beenpreviously submitted to any examination of this university orany other university.Place- Pune Himanshu SinghDate-
  5. 5. WHY THIS TOPIC? In today’s competition in the field of business, it is must fora company to have full information about the opportunitiesavailable in the market before entering into a new market. Thisenables the company to exploit the fill potential of the market &to meet the expectations of the customer. For this purpose, aneffective survey is required. After going through the complete profile of the RELIANCECOMMUNICATION LTD. Surveyor knows about the servicesprovided by the RELIANCE. He has many vibrant andattractive schemes in comparison with his competitors in themarket. Hence, surveyor has chosen this topic keeping in mindthat his survey work will definitely help the organization inmaking strategies for marketing and promotion of the productsso I have chosen the topic “Market survey and productpromotion”.
  6. 6. TABLE OF CONTENTSS.NO. TOPIC 1. Company Profile  About Reliance Communications  Reliance Group  Awards & Recognition  Mission  Vision of Company 2. Products  Data Card  USB Modem  Fixed Wireless Phones  Mobile Phones 3. Plans  Data card  USB Modem  Post Paid a. Fixed Wireless Phones b. Mobile Phones4. Research Methodology  Objectives  Importance  Research & Findings  Graphical representation  Leanings5. Market Share6. Comparison7. SWOT Analysis8. Conclusion
  7. 7. 9. Recommendation10. Bibliography11. Annexure12. Abbreviations “Think big, think fast, think ahead. Ideas are no one’s monopoly.” - Dhirubhai H. Ambani
  8. 8. ABOUT THE COMPANYReliance Communications is the flagship company of the AnilDhirubhai Ambani Group (ADAG) of companies. Listed on theNational Stock Exchange and the Bombay Stock Exchange, itis India’s leading integrated telecommunication company withover 35 million customers.Our business encompasses a complete range of telecomservices covering mobile and fixed line telephony. It includesbroadband, national and international long distance servicesand data services along with an exhaustive range of value-added services and applications. Our constant endeavor is toachieve customer delight by enhancing the productivity of theenterprises and individuals we serve.Reliance Mobile (formerly Reliance India Mobile), launched on28 December 2002, coinciding with the joyous occasion of thelate Dhirubhai Ambani’s 70th birthday, was among the initialinitiatives of Reliance Communications. It marked theauspicious beginning of Dhirubhai’s dream of ushering in adigital revolution in India. Today, we can proudly claim that wewere instrumental in harnessing the true power of information
  9. 9. and communication, by bestowing it in the hands of thecommon man at affordable rates.We endeavor to further extend our efforts beyond thetraditional value chain by developing and deploying completetelecom solutions for the entire spectrum of society. EXECUTIVE SUMMARY Board of Directors• Mr. Anil D. Ambani - Chairman• Mr. Ramachandran• Mr.S.P. Talwar• Mr. Deepak Shourie• Mr. A.K.PurwarCompany Secretary & Manager• Mr.Hasit Shukla
  10. 10. Auditors• M/s. Chaturvedi & Shah• M/s. BSR & Co. WIRELESS NETWORK IN INDIA
  11. 11. • Urban Population- 97%• Rural Population-42%• National Highways-50%• Rail Lines- 58%• Census Towns-3,381• Non-census Towns/villages- RELIANCE GROUP
  12. 12. Reliance – Anil Dhirubhai Ambani Group, an offshoot of theReliance Group founded by Shri Dhirubhai H Ambani (1932-2002), ranks among India’s top three private sector businesshouses in terms of net worth. The group has businessinterests that range from telecommunications (RelianceCommunications Limited) to financial services (RelianceCapital Ltd) and the generation and distribution of power(Reliance Energy Ltd).Reliance – ADA Group’s flagship company, RelianceCommunications, is Indias largest private sector informationand Communications Company, with over 30 millionsubscribers. It has established a pan-India, high-capacity,integrated (wireless and wire line), convergent (voice, dataand video) digital network, to offer services spanning theentire infocomm value chain.Other major group companies — Reliance Capital andReliance Energy — are widely acknowledged as the marketleaders in their respective areas of operation.
  13. 13. AWARDS & RECOGNITION 2007 January 10 Reliance Communications adds a record 1.4 million subscribers in December ‘06 January 18 Say Hello on Reliance ‘Simply 2030’ January 30 Reliance joins Lenovo and Intel for "Internet on the Move" February 2 Reliance Communications’ market capitalization tops Rs 1 lakh crore ( 1 trillion rupees or 24.39 billion US dollars) on Bombay Stock Exchange February 16 Reliance Communications offers best value on roaming March 23 Govt’s Rural Telephone Scheme(RDEL)through Reliance Communications successfully closes by March 31,2007 April 6 Reliance Communications acquires 1.2 million subscribers in March 2007. May 2 A Classic Bonanza – Reliance Communications unveils handsets @ Rs 777 May 10 Reliance sets a new record, one million Classic handsets sold in just one week May 14Reliance Communications launches Classic Color Bonanza - Color handsets @ Rs 1234 June 6 Reliance Communications adds 1.4 million new mobile subscribers in May2007 June 6 Reliance Classic Makes Music - FM Radio Phones Launched at just Rs.1888
  14. 14. 2006 January 01 Reliance Infocomm launches "One Nation, One Tariff" to enable Reliance India Mobile prepaid users to call anywhere in India at Re one per minute. March 06 Reliance Communications Ventures Ltd. (RCVL), Indias leading integratedtelecommunications company, a member of the Reliance - Anil Dhirubhai Ambani group, lists on the Bombay Stock Exchange and National Stock Exchange. June 22 Reliance Communications ties up with Disney to offer on Reliance Mobile World Indias first 3D animation on mobile. November 17 Reliance Communications launches Free Group Term Life Cover for its CDMA subscribers December 28Reliance Communications’ FLAG Telecom announces FLAG Next Gen to cover 60 countries 2005 January 04 Reliance introduces first e-recharge facility in CDMA in India. January 24Reliance India Mobile announces mega rural plan to cover 4 lakh villages and 65 crore Indians by December 2005. June 26 Anil Ambani appointed Chairman of Reliance Infocomm July 30Air Deccan and Reliance Web World join hands to offer air ticket booking facility at Reliance Web World. August 18Reliance Infocomm rolls out international roaming facility across several countries to become the first Indian CDMA operator to offer its customers such a service. September 21Apollo Hospital and Reliance Infocomm join hands to provide top class healthcare service to millions of Indians in over a hundred Indian cities. December 12 Reliance Infocomm and China Telecom sign agreement for telecom services to provide direct telecommunication service, including a global hubbing service, to subscribers in the two countries.
  15. 15. 2004 January 12 International wholesale telecommunications service provider, FLAG Telecom amalgamates with Reliance Gateway, a wholly owned subsidiary of Reliance Infocomm February 9 Launches RIM Prepaid with attractive offer - For Rs 3500 get a Motorola C131 mobile phone and Rs 3240 worth of re- charge vouchers instantly and stay connected for 1 year February 17 Reliance subsidiary Flag Telecom announces FALCON Project - a major newMiddle East Loop Terabits Submarine Cable System with links to Egypt and Hong Kong via India April 23Reliance Infocomm introduces first ever auction facility on Mobile phones through R World. June 8Reliance Infocomm introduces World Card - a Prepaid International calling card for affordable and convenient ISD calls from India. August 5 launches the first regional Customer Contact Centre in Chennai 2003 February 14 Launches Reliance Web World in top 16 cities March 31 Launches International Long Distance Services April 25 Introduces colour handsets May 1 Launches Reliance India Mobile Service commercially in top 92 cities with one million customers. June 10 Launches Indias first wireless Point of Sale (POS)
  16. 16. July 3 Launches R Connect Internet connection cable Aug 26 Introduces Reliance India Phone Fixed Wireless Phone and Terminal October 6 Launches integrated broadband centre at Reliance Web World, Bangalore October 30 Reliance becomes Indias largest mobile service provider within 7 months of commercial launch November 3 Customer base touches 5 million November 16 Launches National Roaming 2002 February 25 Obtains International Long Distance License from Govt. of India December 22 Commissions 1st Optic Fibre Backbone ring December 24 Establishes 1st Point of Interconnect (POI) in New Delhi 2001 May 10Optic fibre laying process commences in Gujarat, Andhra Pradesh & Maharashtra 2000 The Dream, 1999"Make a phone call cheaper than a postcard and you will usher in a revolutionary transformation in the lives of millions of Indians" - Dhirubhai Ambani 1999 The Reality, November 15 Reliance Infocomm begins Project Planning
  17. 17. MISSION Excellence in Communication initiatives• To attain global best practices and become a world-classcommunication service provider – guided by its purpose tomove towards greater degree of sophistication and maturity.• To work with vigour, dedication and innovation toachieve excellence in service, quality, reliability, safety andcustomer care as the ultimate goal.• To earn the trust and confidence of all stakeholders,exceeding their expectations and make the Company arespected household name.• To consistently achieve high growth with the highestlevels of productivity.• To be a technology driven, efficient and financially soundorganization.• To contribute towards community development andnation building.• To be a responsible corporate citizen nurturing humanvalues and concern for society, the environment and aboveall, the people.• To promote a work culture that fosters individual growth,team spirit and creativity to overcome challenges and attaingoals.• To encourage ideas, talent and value systems.• To uphold the guiding principles of trust, integrity andtransparency in all aspects of interactions and dealings.
  18. 18. VISION “We will leverage our strengths to execute complex global-scale projects to facilitate leading-edgeinformation and communication services affordable to all individual consumers and businesses in India. We will offer unparalleled value to create customer delight and enhance business productivity.We will also generate value for our capabilities beyond Indian borders and enable millions of Indiasknowledge workers to deliver their services globally.”
  19. 19. PRODUCT DEFINITION:“A product is a bundle of physical service and symbolicalparticulars expected to yield satisfaction benefits to thebuyers”. (Phillip Kotler)“A product is a complex of tangible and intangible attributers,including packaging, colors, price, manufacture and retailer’sservice which the buyer may accept as offering satisfaction ofwants of needs.” (William J Stanton)
  20. 20. RELIANCE NETCONNECT USB MODEM Features:Connectivity:• Wireless internet access across 5300 towns and 3 lakh villages.• Internet browsing and download speed upto 153.6 kbps.• Compatible with Windows 2000 and Windows XP.Voice and SMS Compatible:• Make and receive voice calls
  21. 21. • Send and receive SMS upto 1000 characters• Store 1000 contacts in your phone book Specifications: Item DescriptionProtocol CDMA2000 1X RTTworking 824MHz ~ 849MHz/869MHz ~ 894MHzfrequency Uplink/DownlinkDimensions 84 mm (D) x 42 mm (W) x 12 mm (H)Weight About 32 gReceiver Better than -104dBmsensitivityPower ≤1.5WconsumptionPower supply 5V/500ma, from USB
  23. 23. Features -• Uninterrupted high-speed wireless Internet connectivity, across10000 towns, 3 lakh villages and growing.• Better surfing speeds, with download speeds up to 144 kbps.• High download speed of heavy email attachments• One-time installation of the dial-up software without the need tochange the dial-up configuration.• Hassle-free connectiono Connect instantly (No line busy / waiting tone)o Easy to remember username / password (your phone /card number)Enables a user to surf the Internet without being tied down to a landlinefrom any location — your bedroom, drawing room, hotel room, office,outdoors or on the move in a car, train or bus. The network advantage This remarkable service virtually converts the whole of India into a wireless hot spot.• 10000 towns and cities and 300,000 villages• On highways, rail routes, airport lounges and remote locations The plan advantage• The tariff is inclusive of all charges (the ISP charge as well as theTelecom connectivity charge).• No need for an external or internal modem.• No need for an ISP account.
  24. 24. • No need for a separate landline connection.• One free e-mail account (with a 10 MB mailbox) and 2 MB of webspace• A choice of prepaid and postpaid options to suit your usageneeds• Use of data cards to make voice calls and send SMS RELIANCE POSTPAIDS FIXED WIRELESS PHONES Current models
  25. 25. CLASSIC 2208CLASIC WP 820
  27. 27. Old handset models
  28. 28. Color Handset
  29. 29. Current handset models
  30. 30. Old handset models
  31. 31. Color Handset with camera Current handset models
  32. 32. Video Camera Phone
  33. 33. Current handset models PDA color phoneCurrent handset models
  34. 34. Reliance Hello Postpaid PlansPlans- High STD calls High local fixed calls High local High Special onesNeed . mobile calls on net One Simply Plan local Plan Hello Mobile Plan PlAn Plan India 2030 150 299 500 125 299 600 1000 1500Monthly 180 130 150 299 500 125 299 600 1000 1500 rental Clip 0 0 50 0 0 0 0 0 0 0 Free 50 0 35 0 470 0 150 600 975 1525usage Onnet On net 225 225 175 125 75 225 125 N.A. 75 75 packcharges On net 0.40 1.20 0.40 0.50 0.37 0.40 0.40 0.33 0.30 0.30 Local 1.00 1.20 1.60 0.50 1.47 0.40 0.40 1.47 1.33 1.20 other GSM Fixed 1.00 1.20 0.40 0.50 0.37 1.20 1.20 0.37 0.33 0.30 Intra circle (Rs./min.)On net 0.40 1.20 0.40 0.50 0.37 0.40 0.40 0.30 0.33 0.30 Other 1.00 1.20 1.60 1.20 1.47 0.40 0.40 1.47 1.33 1.20 GSM Fixed 1.00 1.20 1.20 1.20 1.10 1.20 1.20 1.10 1.00 0.90 Inter circle (Rs./min.)On net 0.40 1.20 2.40 2.40 2.20 2.40 2.40 0.30 2.00 1.80 Other 1.00 1.20 2.40 2.40 2.20 2.40 2.40 2.20 2.00 1.80 GSM I Fixed 1.00 1.20 2.40 2.40 2.20 2.40 2.40 2.20 2.00 1.80 Plan one India offers lowest call rate of 0.40p/min on Reliance hello to Reliance hello. HELLO PACKS
  35. 35. SMS Pack-Get unlimited on net SMS anywhere in India +Rs. 25 worth offnet SMS in just Rs.50 onlySTD Pack-Call any phone in India for Rs. 1/min. on rental just Rs.99/month onlyNight Pack-Call any Reliance phone in Mahrashtra and Goa and Mumbaifree between 11 pm to 7 am on rent Rs. 99/month HANDSET PROPOSITIONS• Get Rs.2400 intra circle on net talk time free• Free intra circle on net talk time-Rs.100 per month for 24months• Applicable on – Plan 150, plan 290, plan 500, plan 1000, plan 1500, plan 125, plan local 299, plan mobile 299, plan one India 225, plan one India 225.
  36. 36. PLANS FOR RELIANCE MOBILES POSTPAIDS These are divided into three level of plans• Entry level plans• Mid level plans• High level plans ENTRY LEVEL PLANS PLAN TYPE ENTRY PLAN SP NJ NJ CHAT 149 199 199 & SOH INDI PLAY O A MONTHLY RENTAL 124 199 199 199 CLIP & PLAN 25 - - - CHARGES TOTAL MONTHLY 149 199 199 199 COMMITMENT FREE INTRA CIRCLE - 150 199 - TALK TIME CALL RATES WITH IN M&G (Rs./Min.) TO ALL RELIANCE 0.50 0.50 1.20 1.2/0* PHONE TO OTHER MOBILES 0.50 0.50 1.20 1.2/0.5 * TO LANDLINE 1.00 1.00 1.20 1.2/0.5 * STD RATES REST OF INDIA (Rs./Min.) TO ALL RELIANCE 2.00 2.49 2.40 2.40 PHONE TO OTHER PHONES 2.00 2.49 2.40 2.40
  37. 37. MID LEVEL PLANS PLAN TYPE MID LEVEL PLAN RIO RIO NJ 299 299 399 SOHO MONTHLY RENTAL 299 399 299CLIP & PLAN CHARGES - - -- TOTAL MONTHLY 299 399 299 COMMITMENT FREE INTRA CIRCLE - - 100 TALK TIME CALL RATES WITH IN M&G (Rs./Min.) TO ALL RELIANCE 0.40 0.40 0.50 PHONE TO OTHER MOBILES 1.00 1.00 0.50 TO LANDLINE 1.00 1.00 1.00 STD RATES REST OF INDIA (Rs./Min.) TO ALL RELIANCE 1.00 0.40 1.50 PHONE TO OTHER PHONES 1.00 1.00 1.50 INDIA ROAM FREE PLANS India Roam FreeRoaming tariff for mobile roam free Plan 390 Plan 990plans Local out going To Reliance/ 40p/Rs. 50p calls while others 1 roaming STD out going All phone 1.00 1.00 calls call rate Incoming Free 1.00 1.00 incoming talktime
  38. 38. HIGH LEVEL PLANS PLAN TYPE MID LEVEL PLAN NJ 399 NJ 499 MONTHLY RENTAL 399 499 CLIP & PLAN CHARGES 50 50 TOTAL MONTHLY 449 549 COMMITMENT FREE INTRA CIRCLE - - TALK TIME CALL RATES WITH IN M&G (Rs./Min.) TO ALL RELIANCE 0.40 0.40 PHONE TO OTHER MOBILES 0.85 0.75 TO LANDLINE 0.85 0.75 STD RATES REST OF INDIA (Rs./Min.) TO ALL RELIANCE 0.85 0.75 PHONE TO OTHER PHONES 0.85 0.75 Unlimited Reliance Mobile Calling Pack-• Call any Reliance mobile on rental of Rs. 375per month• Pack is available with all plans• Only for Reliance mobile calls in Maharashtra &Goa• This pack will not be applicable while roaming
  39. 39. RELIANCE NETCONNECT TARIFF PLANS FOR DATA CARD & USB MODEM1. Time Based Plans2. Data Based Plans Time Based PlansPost paid plans Freedom Swift Swift Swift Swift @ night 40 72 100 180 Internet TariffMonthly charge 400 400 650 900 1500 Bundled hours/month Peak hours Rs.50p/ 20 36 50 90(6 am to 10 pm) min. hours hours hours hours Off peak hours Unlimite 20 36 50 90(10 pm to 6 am) d hours hours hours hours Additional N.A. Rs.50p Rs.50p Rs.50p Rs.50p usage rate /min. /min. /min. /min. Free E-mail 10 MB 10 MB 10 MB 10 MB 10 MB accountFree web space 2 MB 2 MB 2 MB 2 MB 2 MB Voice & SMS Tariff Free Nil Nil 100 100 100 SMS/month per per per month month month
  40. 40. Data Based PlansPost paid plans Freedom Freedom Plus Platinum Internet TariffMonthly charge 650 900 1500 Bundled data 1 GB 1.5 GB UnlimitedExchange/monthAdditional usage Rs. 2/MB Rs. 2/MB N.A. rate Free E-mail 10 MB 10 MB 10 MB accountFree web space 2 MB 2 MB 2 MB Voice & SMS TariffFree SMS/month 100 100 100 PREPAID PLANS GSK Value Validity Talk time Rs.99 7 days Rs.10 Rs.220 6 months Rs.10 Rs.375 1 year Rs.10 Rs.660 2 year Rs.10Usage rate for internet access- 30p between 10 pmto 6 am & 60p between 6 am to 10 pm
  41. 41. RESEARCH METHODOLOGYMethodology in the applied sense refers to various methodsused by the researcher right from data collection and varioustechniques used for the same for interpretation and inference.Methods and techniques are often used synonymously inresearch literature. Research methodology is what must bedone, how it will be done, what data will be needed, what datagathering will be employed, how sources of data will beselected and how the data will be analyzed and conclusionsreached. When we talk of research methodology we not onlytalk of the research methods but also consider the logicbehind the methods we use in the context of our researchstudy and explain why we are using a particular method ortechnique and why we are not using others so that researchresults are capable of being evaluated either by theresearcher himself or by others.
  42. 42. OBJECTIVES OF THE RESEARCHThe basic purpose of the research was to identify the positionof the employees . The key objectives of the research are asfollows: (1) To know about the how they get training. (2)To know about the employees satisfaction from training. (3)To make the employees aware about the new product and plans and with this to know exactly what type of plans does the customer wants to use. (4) Ask them to take the complete view of the customerabout the RCIL and its services and thus to generate need ofReliance products. (4) With the help of the questionnaire the company can made the important changes in the training procedure so that the company reaches towards the employes satisfaction.
  43. 43. IMPORTANCE OF THE RESEARCH Significance of research and research leads to invention.Following facts highlight the importance of the research.(1) Research facilitates logical or scientific thinkingprocess which leads towards flow less strategy formulation.(2) It facilitates identification of ‘trends’ which ultimatelyresponsible in marketing opportunities.(3) Decision making becomes easier for wellresearched phenomenon.(4) Research is important in solving various operationaland planning problems of business and industry.(5) It helps understanding perception of the employesabout the training and accordingly designs the trainingprocess.
  44. 44. Major Data Collection methodsI. Secondary Researcha) Internal secondary Data from the company itselfdata which the company already has.b) External secondary Data from the magazines anddata news papers,II. Survey Researcha)Telephone Collection of information frominterviews respondents via telephoneb) Mail interviews Collection of information from respondents via mail or similar techniquesc) Personal interviews Collection of information in a face-to-face situation.• Home Personal interviews in theinterviews respondent’s home or office• Intercept Personal interviews in a centralinterviews location, generally a shopping mallIII. Field experiments Manipulation of the independent variable(s) in a natural situation.
  45. 45. RESEARCH AND FINDINGSThere are many types of the research like descriptive,analytical, basic, applied, qualitative, quantitative, andconceptual. I have chosen the field of Asthana tower,reliance communication .Descriptive Research:In this type of research I have collected data by observation,by mailing to the companies or to the key decision maker, bygoing to the company with the appointment with the keydecision maker and ask employees about training produres inthe Reliance Communication .Analytical Research:I also have collected data from already available information. Igot the information from the newspapers with the help of thatinformation (phone no.) I used to take appointment with theconcerned person and. In this research correlation techniqueis used to analyze the data.Basic or Pure Research:Visiting to the company to company I have got many peoplewho are not satisfied with the services of RCIL.This enhancemy ability of dealing with the people and make them satisfied.
  46. 46. Applied Research:The research which has immediate commercial potential iscalled applied research. Applied research can further beclassified as problem oriented and problem solving research.Problem Oriented Research –During the research I have met with many people who arehaving many problems regarding the connections, poornetwork, poor services and many other problems. Most of thecustomers are saying about the billing procedure they havebig problem with the collection of the bills so that makes thesatisfaction level of the customers down.Problem solving Research –RCIL is facing the main problem about the network and thebilling of postpaid connections users because there is nocollection centre near by the area which I have visited that iswhy the company is not getting good business from theparticular area.Quantitative Research:I have visited about 350 companies and I have got differentresult from them 80% of the people listened to me, 20% of thepeople did not listen me, the sales results were very low.Conceptual Research:Many of the people want to pay the bill at the place whichshould be near to them and safe also
  47. 47. AREAS SURVEYEDIn my project time I have visited in many areas in Pune so hereis the information about the company which I have collectedfrom them.-Areas Surveyed:-  procedure  Pimpari  MIDC Bhosari  MIDC Chichwad  Indrayani nagar  Alandi  MIDC LandewariOBSERVATIONS- The schemes of RELIANCECOMMUNICATION are better in comparison to other.
  48. 48.  RELIANCE COMMUNICATION CDMA hasa facility of Auto Roaming. Better Internet plan compare to other. Better roaming plan. RELIANCE COMMUNICATION havestrong customer segment in corporate. Lacking in promotional activity. “billing problem” Strong scheme for postpaid plan. Classic which is new mobile manufacturerfor RELIANCE have to face many problems related to mobileset. GRAPHICAL REPRESENRATION OF THE AREAS VISITED
  49. 49. CHINCHWAD Airtel 23% Idea 17% Reliance 22% BSNL 30% Others 8% Reliance Airtel Idea BSNL OthersOBSERVATIONS-In CHINCHWAD area mostly people believe on BSNL because they getsome good facilities there and they don’t want to change their mindsetsabout BSNL .They are having an collection center of BSNL in chinchwadso this is very easy to themto pay the bills but Reliance have their webworld in PIMPRI and that is too far from there and no regular collectionof bills so Reliance needs to think about that.
  50. 50. PIMPRI Airtel Idea 21% 11% Reliance 26% BSNL 28% Others 14% Reliance Airtel Idea BSNL OthersOBSERVATIONS-In PIMPRI there is a big competition. There are many collection centersthere Reliance, Airtel, Hutch are there but Reliance is doing well there.
  51. 51. MIDC BHOSARI Airtel Idea 8% 19% Reliance 27% BSNL 30% Others 16% Reliance Airtel Idea BSNL OthersOBSERVATIONS-In BHOSARI people need CUG connections most and for that they prefer Ideaand Airtel because they are also having good call rates for STD calls in CUGplans.For non CUG plans they prefer BSNL because they are getting broadbandconnection on low rates also.
  52. 52. MIDC CHINCHWAD Others 7% BSNL Reliance 29% 25% Airtel Idea 19% 20% Reliance Airtel Idea BSNL OthersOBSERVATIONS-In MIDC CHINCHWAD Reliance is doing good business and paople wantsome new plans and good handsets in the market.
  53. 53. INDRAYANI NAGAR Idea Airtel 19% 11% Reliance 27% BSNL 31% Others 12% Reliance Airtel Idea BSNL OthersOBSERVATIONS-In INDRAYANI NAGAR industrial area the main problem is related with thebilling.There is no collection cernter here they are in PIMPRI & NIGDI and thedistance is 5 km from here.
  54. 54. ALANDI Airtel Idea 16% 20% Reliance 25% BSNL 28% Others 11% Reliance Airtel Idea BSNL OthersOBSERVATIONS-ALANDI is very far from the main roads NASHIK highway is 8 km away fromhere so very difficult to reach there and in MARKEL (place away from Alandi)there is no good coverage.
  55. 55. MIDC LANDEWADI Idea Airtel 17% 11% BSNL 31% Reliance 26% Others 15% Reliance Airtel Idea BSNL OthersOBSERVATIONS-It is situated on old Bombey-Pune highway so there is good coverage andReliance post paid is doing good here.
  56. 56. PROMOTIONAL WORKSales promotion is one of the four aspects of promotional mix. (The other threeparts of the promotional mix are advertising, personal selling, and publicity/publicrelations.) Sales promotions are non-personal promotional efforts that are designedto have an immediate impact on sales. Media and non-media marketingcommunications are employed for a pre-determined limited time to increaseconsumer demand, stimulate market demand or improve product availability.Examples include: • coupons • discounts and sales, including Blue Cross Sale • contests • point of purchase displays • rebates • free samples (in the case of food items) • gifts and incentive items • free travel, such as free flightsSales promotions can be directed at the customer, sales staff, or distribution channelmembers (such as retailers). Sales promotions targeted at the consumer are calledconsumer sales promotions. Sales promotions targeted at retailers and wholesaleare called trade sales promotions. Some sale promotions, particularly ones withunusual methods, are considered gimmick by many.Under sales promotion I have done a survey for the web world franchisee and forthat I have visited some areas which are as follows-  F.C.ROAD  J.M.ROAD  BHANDARKAR ROAD  KARVE ROAD  M.G.ROAD  BOOTEE STREET  EAST STREET  VIMAN NAGAR  KALYANI NAGAR  KOREGAON PARKI have distributed the pamplates, door to door or company to company selling, andhave putted stalls in the HCL carnival on F.C. road in hotel ASHISH PLAZA fortwo days also.
  57. 57. LEARNINGDoing a project in RELIANCE COMMUNICATION in Pune city,was a great opportunity to practically understand and experiencingthe marketing field.I express my deep sense of gratitude to RELIANCECOMMUNICATION for giving me this opportunity and for providingplatform to undergo training, and get the valuable knowledge oftelecom industry.  As RELIANCE COMMUNICATION is a telecom company the project was totally a marketing project hence it helped me to practically understand the telecommunication services.  The company helped to understand various schemes.  The company also helped me to understand every step of their competitors in the market.  The company also helped me to understanding how FOS performs their work efficiently.  During the survey it is observed that what are the real problems faced by the customer.  Meeting different people in various segments, interviewing with corporate and actual users helped me to learn the basics of telecom industry.  During the survey I came to know the real competition between the major players of telecom industry. It helped me to understand the future of telecom industry with its opportunities and threats.
  58. 58. Market Share as on August 2007 Idea Airtel 9% Reliance 24% 18% Tata BSNL 10% 20% Hutch 17% MTNL 2% Reliance Airtel Idea Tata Hutch MTNL BSNL
  59. 59. CDMA Market Share OTHER 1%HUTCH 1% Reliance 57% TTSL 37% Airtel 4% Reliance Airtel TTSL HUTCH STL
  60. 60. GSM Market Share BPL Aircel Reliance 1% 5% 3% Spice 2%MTNL 2% BSNL Airtel 22% 31% Idea 12% Hutch 22% Reliance Airtel Hutch Idea BSNL MTNL Spice BPL Aircel
  61. 61. INTERNET PROVIDERS BSNL 35% TATA 25% Reliance 32% SIFY 8%Reliance BSNL TATA SIFY
  62. 62. Top companies in respective services and productssegment during (2006-07)SERVICES (OVERALL) Rank COMPANIES Revenue( Rs. Crore) 1 BSNL 40,135 2 BHARTI AIRTEL 17,888 3 RELIANCE 14,468 4 HUTCHISON ESSAR 10,565 5 VSNL 8,857CELLULAR: Rank COMPANIES Revenue( Rs. Crore) 1 Bharti AirTel 13,431 2 Reliance 10,728 3 Hutchison 10,565 4 BSNL 9,400 5 Idea Cellular 4,335FIXED: COMPANIES Revenue( Rs. Rank Crore) 1 BSNL 21,020 2 MTNL 4,116 3 BHARTI AIRTEL 1,693 4 TTSL 1,584 5 TTML 924
  63. 63. INTERNET AND BROADBAND: Rank COMPANIES SUBSCRIBERS (LAKH) 1 BSNL 40.9 2 MTNL 17.8 3 SIFY 8.2 4 BHARTI AIRTEL 6.8 5 RELIANCE 6.6ILD: Rank COMPANIES Revenue( Rs. Crore) 1 VSNL 7,648 2 RELIANCE 2,110 3 BHARTI AIRTEL 1,240 4 AT&T 176 5 C&W 88NLD: Rank COMPANIES Revenue( Rs. Crore) 1 BSNL 4,665 2 BHARTI 1,035 3 RELIANCE 635 4 VSNL 505 5 RAILTEL 116INDIAN SERVICE INDUSTRY (FY 06-07):
  64. 64. CATEGORIES Revenue (Rs. Crore) Growth (in FY 05-06 FY 06-07 %) Fixed Line 34,161 30,190 -11.6 Cellular 35,994 56,183 56.1 NLD 9,015 7,186 -20.3 ILD 7,251 11,056 58.7 Internet & 1,620 2,040 26 Broadband VSAT 443 540 21.9 Radio Trunking 38 36 -5.3 TOTAL 88,522 107,681 21.6 Top 10 Service providers (FY 06-07):Rank Service Revenue (in Rs. Growth Category provider Crore) (in %) FY’ 05- FY’ 06- 06 07 1 BSNL 12,062 15,891 32 Mobile Phone, Wireless infrastructure 2 Bharti Airtel 11,291 17,888 58.4 Fixed, Cellular,ISP,NLD,VSAT, ILD 3 Reliance 10,766 14,468 34.4 Fixed, Cellular,ISP,NLD,,ILD 4 Hutchison 6,837 10,565 54.5 Cellular,NLD,,ILD 5 VSNL 4,797 8,857 84.6 ISP,NLD,,ILD 6 TTSL 2,575 5,178 101.1 Fixed, Cellular 7 MTNL 5,561 4,923 -11.5 Fixed, Cellular,ISP,NLD 8 IDEA 2,990 4,413 47.6 Cellular,NLD 9 Aircel 977 1,507 54.2 Cellular,NLD,,ILD 10 TTML 1,097 1,422 29.6 Fixed, Cellular Total 87,068 109,356 25.6
  65. 65. Top Fixed Operators (Based on Revenue): Rank Operator Revenue (in crore) Growth (in FY’ 05-06 FY’ 06-07 %) 1 BSNL 25,195 21,020 -16.6 2 MTNL 14,988 4,116 -17.5 3 Bharti AirTel 1,320 1,693 28.3 4 TTSL 1,081 1,584 46.5 5 TTML 713 924 29.6 6 Reliance 513 460 -10.3 7 HFCL 261 285 9.2 Total 34,161 30,190 -11.6Top Fixed Operators (Based on Subscriber): Rank Operator Subscribers (in mn) Growth FY’ 05-06 FY’ 06-07 (in %) 1 BSNL 36.77 36.70 -0.2 2 TTSL 4.02 4.36 8.5 3 MTNL 3.88 3.80 -2.1 4 RELIANCE 3.13 1.56 -50.2 5 Bharti Airtel 1.34 1.27 -5.2 6 TTML 1.04 0.75 -27.9 7 HFCL 0.23 0.25 8.7 Total 50.58 48.91 -3.3
  66. 66. Top Players (Based on subscribers): (06/07)Rank Company No. of Subscribers (in mn) Growth Market Circle FY’ 05-06 FY’ 06- (in %) Share (in 07 %) 1 Bharti Airtel 23 19.58 37.14 89.7 23.7 2 BSNL 21 18.45 27.93 51.4 17.8 3 Reliance 23 17.31 27.85 60.9 17.7 4 Hutch 22 15.36 26.44 72.1 16.8 5 Idea 11 7.37 14.01 90.1 8.9 6 TTSL 20 4.85 11.43 135.7 7.3 7 Aircel 23 2.61 5.51 111.1 3.5 8 MTNL 2 1.99 2.75 38.2 1.8 9 Spice 2 1.93 2.73 41.5 1.7 10 BPL 1 1.34 1.07 -20.1 0.7 (Mumbai) 11 HFCL infotel 1 0.06 0.07 16.7 0.0 Total 150 90.88 156.97 72.7 100.0Top Players (Based on Revenue):Rank Company No. of Revenue (in crore) Growth Market Circle FY’ 05-06 FY’ 06- (in %) Share 07 (in %) 1 Bharti Airtel 23 8,239 13,431 63.0 23.9 2 Reliance 23 6,673 10,728 60.8 19.1 3 Hutch 22 6,837 10,565 54.5 18.8 4 BSNL 21 6,467 9,400 45.4 16.7 5 Idea 11 2,990 4,335 45.0 7.7 6 Tata 20 1,878 4,092 117.9 7.3 Teleservices 7 Aircel 23 977 1,507 54.2 2.7 8 Spice 2 671 783 16.7 1.4 9 BPL 1 655 505 -22.9 0.9 (Mumbai) 10 MTNL 2 573 807 40.8 1.4 11 HFCL infotel 1 22 20 -9.1 0.0 Total 150 35,994 56,183 56.1 100.0
  67. 67. Additional Entry Cost Comparison Reliance Airtel Advantages of Reliance Activation Rs.150-330 Rs.250-500 Lower Fee activation fee Deposit Nil Rs.250-500 No STD deposit Total Entry Rs.150-330 Rs.500-1000 Cost Reliance have the lowest overall entry costwhen compared with the competition. There is zero deposit for STD calls even forindividual retail customer. In the case of Airtel deposit waiver is grantedonly to high value corporate / SME clients.
  68. 68. SME Plan ComparisonCompetitio Competition Our Counter Advantage n Proposition s Airtel Ambuja plan- NJ 199 SOHO- Free local Rs.199 rental- Rs.199 rental; off net local calling Rs.150 talktime calling 30p/80p & STD free; local calls- available & Rs.1.25 50p/1 & STD- free CUG 2.5/min. Idea SME plan- NJ 199 SOHO- Free local Rs.199 rental - Rs.199 rental; off net local calling Rs.150 talktime calling 30p/80p & STD free; local calls- available & Rs.1.25 50p/1 & STD- free CUG 2.5/min. Hutch SME plan- NJ 199 SOHO- Free local Rs.225 local Rs.199 rental; off net calls 50p/1 & Rs.150 talktime calling STD Rs.1.5; free; local calls- available & CUG @ 10p/min. 50p/1 & STD- free CUG 2.5/min.
  69. 69. Reliance Hello Plans Comparison BSNL (wire line) One General Economy Special India Activation fee 500 500 500 500 Securitydeposit 1000 1000 1000 1000 NLD deposit 2000 2000 2000 2000 Fixed cost 180 180 300 475 Free talk time 30 50 200 500 Call rates On net 1/3 1.2/3min. 1.2/3min. 1.1/3min. min. Mobile 1/min. 1.2/min. 1.2/min. 1.1/min Landline 1/min. 1.2/min. 1.2/min. 1.1/min NLD on net 1/min. 1.2/30sec. 1.2/30sec. 1.1/30sec. NLD mobile 1/min. 1.2/30sec. 1.2/30sec. 1.1/30sec. NLD landline 1/min. 1.2/30sec. 1.2/30sec. 1.1/30sec.BSNL has hidden entry charges-security & NLD deposit TATA One H2M 125 City 299 Silver India 499 Activation fee 561 561 561 561 Securitydeposit Nil Nil Nil Nil NLD deposit 500 500 500 500 Fixed cost 180 175 299 499 Free talk time 50 0 155 470 Call rates On net 1/3 min. 1.2/3min. 0.5 min. 1.1/3min. Mobile 1/min. 1.2/min. 0.5/min. 1.1/1 min Landline 1/min. 1.2/min. 1.2/min. 1.1/min
  70. 70. NLD on net 1/min. 1.2/3min. 1.2/3min. 1.2/3min. NLD mobile 1/min. 2.4/min. 2.4/min. 2.4/min. NLD landline 1/min. 2.4/min. 2.4/min. 2.4/min. ADVANTAGES Over Airtel R Connect – The Reliance CDMA 20001Xtechnology and pan India coverage enables toget online from almost any location in India. People can use the data card from Reliancewith your laptop or the USB modem with yourdesktop or laptop. Speed up to 144 kbps. Significantly faster then dial-up connections &not restricted to the home / office like wiredbroadband. Use across India in more then 5700 villages.Not limited to major cities like GPRS & EDGE.
  71. 71. “The true definition of mobility” ADVANTAGES Over TATA Reliance has the wider coverage area &hence its range of usage is better in both citiesas well as rural areas. Reliance is the only operator that providesinternet access via data card/USB modem inprepaid format as well. Customer have facility to recharge with lowdenomination vouchers & subsequently use topups thereby lowering access cost.
  72. 72. SWOT ANALYSIS OF RELIANCE COMMUNICATION STRENGTH WEAKNESS• Big brand name • Services• The new • Customer caretechnology launcher section(CDMA) • Not very good tariff• First in FWP’s plans for STD users• Strong market • Battery life of hand• Good network in setsINDIA OPPORTUNITIES THREATS• Growing data card • Launch of TATAmarket Indicom USB modem• Growing market of • Big market share ofCDMA phones Airtel and growing• Establishment of TTSL in Maharashtranew business in Pune
  73. 73. CONCLUSIONReliance communication is a very big brand name and I am verythankful to the Reliance people to help me in completing my projectin Reliance communication. Reliance communication provides methe good opportunities to make my skills stronger in marketing. I amalso very thankful to my project guide Mr. Rajiv Taneja for givingme his useful guidelines and important time.While doing this project I have talked with many people and cameto know about the market and I learnt that how the companies’works and what they have to do for retaining there position in themarket.Reliance Communications has trained me to face the challengeswhatever in the market.
  74. 74. RECOMMENDATIONAfter completing my work of analyzing and creating customers forpostpaid mobiles, fixed wireless phones, Data cards and USBmodem of Reliance communication I want to recommend someimportant facts to the company about its products.• Company should come with some good and effective plansto make the customer satisfied.• Company should move towards the good customer relationsso company should plan for the customer relationshipmanagement.• Reliance Communications is having good range of itsproducts that is why they are challenging the competitors somake it large.• Sales Executives are not getting proper guidance andsupport from the seniors because of heavy workload on them sothere is a need to manage workload so managing manpower isalso a big task to do.• Majority of respondents complain about the after salesservices like billings, and interruption in the network so the qualityof after sales services should be improved.• Customer care services are very poor company shouldimprove that part also.• Device installation and registration on site should be easierto work so that customers need not to give more papers at thetime of purchasing a new connection.• Reliance Communication should make such strategieswhich suits the company’s name and brand. RelianceCommunication is already having a good brand image.
  75. 75. BIBLIOGRAPHYWEBSITES:• WWW.Reliancecommunication.com• www.google.com• www.altavista.comBOOKS PREFFERED:• Marketing Management- Philip Kotler• Marketing Management- Rajan SaxenaNEWS PAPERS: • THE ECONOMIC TIMES • THE TIMES OF INDIA
  76. 76. ANNEXURE QUESTIONNAIRE FOR MARKET SURVEY AND PRODUCT PROMOTION OF RELIANCE POSTPAIDName of the company _ _ _ _ __ _ _ ___ _ _ _ _ _ _ _ _ _Address _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _Contact no. Handled person __ _ _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ 1) What are the telecom services you are using? Reliance  Airtel  Idea  Hutch  other  2) If other then Reliance then – Is there any possibility for other service provider? Yes  No  If Reliance then which one? Prepaid  Postpaid  3) Do you know about the new plans in Reliance postpaid? Yes  No 
  77. 77. 4) Which plan are you using currently and what is your bill? Plan - - - - - - Bill - - - - - - - 5) Do you want to take any postpaid connection with these plans? (After telling him all the plans according to his usage of phone) Yes  No  QUESTIONNAIRE FOR MARKET SURVEY AND PRODUCT PROMOTION OF RELIANCE NETCONNECT DATA CARD & USB MODEMName of the company _ _ _ _ __ _ _ ___ _ _ _ _ _ _ _ _ _Address _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _Contact no. Handled person __ _ _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ 1) What are the internet services are you using? Reliance  Airtel  BSNL  VSNL  other  2) How much is your monthly bill? Bill - - - - - - 3) Do you know about the Reliance net connect data card and USB modem? Yes  No  4) You are using internet on Laptop  Desktop  Both  5) What is your usage?