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    • CHAPTER -1 INTRODUCTION1.1 INDUSTRY PROFILETelecommunication is the assisted transmission of signals over a distance for the purposeof communication. Major factors responsible for the growth of telecommunicationsindustry are use of modern technology and market competition. One of the products ofmodern technologies is optical fibers, which are being used as a medium of datatransmission instead of using coaxial or twisted pair cables. Optical fibers can carry ahigh volume of data and are easier to maintain and install. Use of communicationsatellites makes this telecommunications industry a booming industry.Telecommunications industry is going to be a digitized one. Use of ISDN (Inter ServicesDigital Network) makes this telecommunication industry a total digitalized system andeventually enhanced the speed and quality of digital communicationThe telecom industry is one of the fastest growing industries in India. India has nearly200 million telephone lines making it the third largest network in the world after Chinaand USA. With a growth rate of 45%, Indian telecom industry has the highest growthrate in the world. Starting from telegraphic and telephonic systems in the 19th century,the field of telephonic communication has now expanded to make use of advancedtechnologies like GSM, CDMA, and WLL to the great 3G Technology in mobilephones. Day by day, both the public players and the private players are putting in theirresources and efforts to improve the telecommunication technology so as to give themaximum to their customers.- Much of the growth in Asia Pacific Wireless Telecommunication Market is spurred by the growth in demand in countries like India and China.- India‘s mobile phone subscriber base is growing at a rate of 82.2%.- China is the biggest market in Asia Pacific with a subscriber base of 48% of the total subscribers in Asia Pacific. Compared to that India’s share in Asia Pacific Mobile Phone market is 6.4%. Though the telecom sector in India has experienced a faster rate of growth, still itsuffers from the problem of complex tax structure. Presently the sector suffers from theproblem of 12% service tax, 6-10% license fee, 2-6 % spectrum charges, 1.5% asset 1
    • deficit charges, and 2% education cess.A single tax system should be introduced for making the tax system investor friendly.HISTORYIndia is the fourth largest telecom market in Asia after China, Japan and South Korea.The Indian telecom network is the eighth largest in the world and the second largestamong emerging economies. The industry has witnessed an explosive growth in recent years. Teledensity has morethan doubled from 2.3 per cent in 1999 to 4.8 per cent in 2002. However, the worldaverage is almost 7.5 times and the Asian average 4.5 times the Indian average. TheIndian telecom market size of over US $ 8 billion is expected to increase three fold by2012. The expansion of the telecom industry in India has been fuelled by a massive growth inmobile phone users, which has reached a level of 10 million users in December 2002, anincrease of nearly 100 per cent in 2002. This exponential growth of mobile telephony canbe attributed to the introduction of digital cellular technology and decrease in tariffs dueto competitive pressures. For the first time in India, the growth of cellular subscriber base has exceeded thefixed line subscriber base. However, cellular penetration is still 1 per cent as comparedto world average of around 16 per cent. Cellular subscriber base is projected to grow ata CAGR (Compounded Annual Growth Rate) of 48 per cent to exceed 45 million in2007 and at 30 per cent to 88 million in 2012. History of Indian Telecommunications started in 1851 when the first operational landlines were laid by the government near Calcutta (seat of British power). Telephoneservices were introduced in India in 1881. In 1883 telephone services were merged withthe postal system. Indian Radio Telegraph Company (IRT) was formed in 1923. After independence in 1947, all the foreign telecommunication companies were nationalized to form the Posts, Telephone and Telegraph (PTT), a monopoly run by the governments Ministry of 2
    • Communications. Telecom sector was considered as a strategic service and the government considered it best to bring under states Control. The first wind of reforms in telecommunications sector began to flow in 1980s when the private sector was allowed in telecommunications equipment manufacturing. In 1985, Department of Telecommunications (DOT) was established. It was an exclusive provider of domestic and long-distance service that would be its own regulator (separate from the postal system). In 1986, two wholly government- owned companies were created: the Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for services in metropolitan areas. In 1990s, telecommunications sector benefited from the general opening up of theeconomy. Also, examples of telecom revolution in many other countries, which resultedin better quality of service and lower tariffs, led Indian policy makers to initiate achange process finally resulting in opening up of telecom services sector for the privatesector. In 1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI wasformed to act as a regulator to facilitate the growth of the telecom sector. New NationalTelecom Policy was adopted in 1999 and cellular services were also launched in thesame year. Telecommunication sector in India can be divided into two segments: Fixed ServiceProvider (FSPs), and Cellular Services. Fixed line services consist of basic services,national or domestic long distance and international long distance services. The stateoperators (BSNL and MTNL), account for almost 90 per cent of revenues from basicservices. Private sector services are presently available in selective urban areas, andcollectively account for less than 5 per cent of subscriptions. However, private servicesfocus on the business/corporate sector, and offer reliable, high- end services, such asleased lines, ISDN, closed user group and videoconferencing.Cellular services can be further divided into two categories: Global System for MobileCommunications (GSM) and Code Division Multiple Access (CDMA). The GSMsector is dominated by Airtel, Vodafone-Hutch, and Idea Cellular, while the CDMAsector is dominated by Reliance and Tata Indicom. 3
    • MAJOR SERVICE PROVIDERS IN INDIA.Two different technologies are deployed by the mobile operators in India namely GSMand CDMA.The GSM service providers are Bharthi, BSNL, Hutch, IDEA, Aircel,Reliance, Spice, MTNL and BPL, whereas the CDMA service providers are TATA, andReliance.Market Share of the Telecom Company in IndiaGROWTH AND DEVELOPMENT OF THE INDUSTRYTelecommunications is a mature industry that has been globally available for some time.Growth of subscribers, traffic, and most importantly revenues, is by no means automatic.Entry costs for new users and tariffs must be continuously reduced to increase subscribernumbers and minutes of use. Infrastructure solutions that deliver lower cost coverage andmore efficient capacity are critical to drive up service volumes and revenues.Competition is often already intense amongst the established player. 4
    • Additionally, there is a steady stream of new operators and service providers whobuild up their service capabilities with the latest technology, hoping to create a majorcompetitive advantage. Business Growth, Cost Efficiency and Evolution are thereforeregarded as key drivers which can be addressed with wireless technology. Thepenetration of wireless services in developing regions and the ability to achievereasonable speeds for wireless data has resulted in continued wireless servicespenetration and revenue growth, often at the expense of wireline services. The overall telecommunication services market is expected to grow profoundly inthe coming years lead by wireless and high speed Internet services. Opening up ofinternational and domestic long distance telephony services are the major growth driversfor cellular industryPRESENT STATUS OF THE INDUSTRY: Both fixed line and mobile segments serve the basic needs of local calls, longdistance calls and the international calls, with the provision of broadband services in thefixed line segment and GPRS in the mobile arena. Mobile phone providers have alsocome up with GPRS-enabled multimedia messaging, Internet surfing, and mobile-commerce. The much-awaited 3G mobile technology is soon going to enter the Indiantelecom market. The GSM, CDMA, WLL service providers are all upgradingthemselves to provide3G mobile services. The value added services provided by the mobile service operators contributemore than 10% of the total revenue. Bharti Airtel has the largest customer base with31% market share, followed by Hutch and BSNL with each holding 22% market share.The 2007 budget has brought further relief to the customers with the reduction in thetariffs, both local and long distance, and with slashing down the roaming rentals. This is likely to lead to even more people going for cellular services and more andmore use of the value added services. However, landline telephony is likely to remainpopular, too, in the foreseeable future. MTNL, the largest landline service provider, hasrecently taken some bold initiatives to retain its market share and, if possible, expand it.The reduction in tariffs for airtime, national long distance, international long distance,and handset prices has driven demand. 5
    • FUTURE OF THE INDUSTRY:India initially started with GSM technology for mobile communication. Being atechnology neutral country, India later allowed for CDMA technology also. Now 2.75GEDGE technologies has been implemented and used. BSNL has got license for bringing3G into operation. Trials are being conducted for 3G implementation in the fourmetropolitan cities of India. Commercial 3G will be started by March 2007. With the dwindling revenues of the operators from the data and voice there is aneed to look at newer applications to fuel growth of the telcos. TV on Mobile hasemerged as a solid and potent answer to this consumer yearning. South Korea, China,South Africa, Australia and Europe have seen this need and have acted upon the same byimplementing TV on Mobile. India is around the corner for implementation of similartechnology for the benefit of consumers.1.2 COMPANY PROFILEORIGIN OF THE ORGANIZATION:The Late Dhirubhai Ambani dreamt of a digital India — an India where the common manwould have access to affordable means of information and communication. Dhirubhai,who single-handedly built India’s largest private sector company virtually from scratch,had stated as early as 1999: “Make the tools of information and communication availableto people at an affordable cost. They will overcome the handicaps of illiteracy and lack ofmobility.”Reliance Communications has a reliable, high-capacity, integrated (both wireless andwireline) and convergent (voice, data and video) digital network. It is capable ofdelivering a range of services spanning the entire infocomm (information andcommunication) value chain, including infrastructure and services — for enterprises aswell as individuals, applications, and consulting.Today, Reliance Communications is revolutionising the way India communicates andnetworks, truly bringing about a new way of life. 6
    • INDIA’S LEADING TELECOM COMPANYReliance Communications is the flagship company of the Anil Dhirubhai Ambani Group(ADAG) of companies. Listed on the National Stock Exchange and the Bombay StockExchange, it is India’s leading integrated telecommunication company with over 60million customers. The business encompasses a complete range of telecom services covering mobile andfixed line telephony. It includes broadband, national and international long distanceservices and data services along with an exhaustive range of value-added services andapplications. Our constant endeavor is to achieve customer delight by enhancing theproductivity of the enterprises and individuals.RCOM is India’s largest integrated and fully converged communications service providerin the private sector, and has been rated among “Asia’s Top 5 Most Valuable TelecomCompanies”.RCOM has a retail customer base of over 48 million as on 30th April, 2008 includingover 1.5 million individual overseas retail customers. The corporate clientele includes2,100 Indian and multinational corporations, and over 800 global, regional and domesticcarriers.RCOM has established a pan-India, next generation, integrated (wireless and wireline),convergent (voice, data and video) digital network that is capable of supporting best-of-class services spanning the entire communications value chain, covering over 20,000towns and 450,000 villages, and growing.RCOM owns and operates the world’s largest next generation IP enabled connectivityinfrastructure, comprising over 175,000 kilometers of fiber optic cable systems in India,USA, Europe, Middle East and the Asia Pacific regionVISION:“We will leverage our strengths to execute complex global—scale projects to facilitateleading-edge information and communication services affordable to all individualconsumer and business in India. 7
    • We will offer unparalleled value to create customer delighted and enhance businessproductivity.We will also generate value of our capabilities beyond Indian borders and enable millionsof Indians knowledge workers to deliver their services globally.”VALUES • We will put customer first at all times, and built long term relationship with them. • We shall believe interpretation and keep every commitment that we make. • We will operate with honesty and integrity interpretation all our dealings. • We treat every individual with dignity and respect. • We will approach every endeavor with zeal & an attitude towards excellence.MISSION • To attain global best practices and become a world-class communication service provider – guided by its purpose to move towards greater degree of sophistication and maturity. • To work with vigour, dedication and innovation to achieve excellence in service, quality, reliability, safety and customer care as the ultimate goal. • To earn the trust and confidence of all stakeholders, exceeding their expectations and make the Company a respected household name. • To consistently achieve high growth with the highest levels of productivity. • To be a technology driven, efficient and financially sound organisation. • To contribute towards community development and nation building. • To be a responsible corporate citizen nurturing human values and concern for society, the environment and above all, the people. • To encourage ideas, talent and value systems. • To uphold the guiding principles of trust, integrity and transparency in all aspects of interactions and dealings.. 8
    • OBJECTIVES: • Strengthens and Enhances Existing Business Roles • Drives greater empowerment, business focus, operational efficiencies and customer value. • Takes another significant steps towards institutionalization and building a conglomerate of the futureAREAS OF OPERATIONS • Reliance communications • Reliance energy • Reliance mutual funds • Reliance life insurance • Reliance general insurance • Reliance port folio managementCOMPETITORS:Major competitors in today’s market are which gave a proper competition to the Reliancecompany in the communication sector are as follows: • IDEA • AIRTEL • TATA INDICOM • VODAFONE • BSNL1.3 PRODUCT PROFILE 9
    • Reliance Globalcom has an established reputation as a leading carriers carrier. and arespecialists in providing tailored connectivity solutions for the largest consumers ofinternational communications capacity. We achieve this via a suite of flexible and high-performance managed bandwidth (SDH / SONET), Ethernet, IP and co-location services,which are available across four continents.PRODUCTS • GSM Services  Prepaid  Postpaid • Home Phones  Fixed line  Fixed Wireless • Internet & Broadband  Internet up to 8 mbps  Wi-Fi • Wireless Internet  Data Card  USB Modem • Reliance PCO • Reliance IPTVReliance FLAG Suite of ServicesReliance Globalcom provides a suite of Wholesale services under the "Reliance FLAG"brand. Reliance FLAG is the worlds largest private undersea cable system spanning65,000 kms seamlessly integrated with Reliance Communications 1, 10,000 kms ofdomestic optic fiber provides a robust Global Service Delivery Platform connecting 37key business markets in India, the Middle East, Asia, Europe, and the U.S. through anoverlay low-latency, global MPLS-based IP network. The Services provided underReliance FLAG are Global Ethernet, managed Bandwidth, Capacity Services, IP Transit,IPLC and VPN Service. CHAPTER -2 10
    • RESEARCH DESIGN2.1 THEOREITICAL BACKGROUND OF THE STUDYMarketing is defined by American marketing association “Marketing is the performanceof business activities that direct the flow of goods and services from product tocustomers”Marketing management is a business discipline which is focused on the practicalapplication of marketing techniques and the management of a firms marketing resourcesand activities.Functions of marketing management: • Determination of marketing goals • Formulating marketing, plans, procedures, polices etc • Designing marketing strategies and marketing mix • Planning marketing programsSales: A sale is the pinnacle activity involved in selling products or services in return formoney or other compensation. It is an act of completion of a commercial activitySales management: sales management is attainment of sales force goals in a effective &efficient manner through planning, staffing, training, leading & controlling organizationalresources.Functions: The functions of sales management include planning, organizing andcontrolling of activities related to recruitment, selection, supervising, motivating andevaluating the performance of sales force. An important part of the function is to balancesales activities of the sales team that create short term results, together with building thebusiness for the longer term future.Retailing: Retailing is the sale of goods and services to the ultimate consumers forpersonal family or household use. Thus retailing involves more than selling tangibleproducts. Retailer is a person who links the producers and the ultimate consumers.Functions of retailing: 11
    • 1. An assortment of merchandise appropriate to a particular market 2. Breaking of bulk so that small quantities can be sold 3. Holding of stock for instance availability at relatively stable prices 4. Causing the goods to move through the distribution system i.e. from manufactures to retailer to consumer 5. Credit and hire purchase facility 6. Product guarantee, after sale service and dealing with customer complaintsMarketing channels - Marketing channels can be perceived as sets of interdependentorganizations involved in the process of making product/services to the potentialconsumersFunctions of marketing channel: 1. Satisfy demand by supplying goods and services at right place, quantity, quality and price 2. Stimulate demand through promotional activities of the units (eg. Retailers, manufactures representatives, sales officers, wholesales) 3. An organized network that creates value for end users by generation form, possession ,time and place utilities 4. Identifying customer requirementsMarketing flow in channels: 12
    • Physical Physical Physical distribution distribution distribution Possession Possession Possession ownership ownership ownership Promotion Promotion PromotionProducers Negotiation Wholesaler Negotiation Retailer Negotiation Consumers Financing Financing Financing Risking Risking Risking Ordering Ordering Ordering Payment Payment Payment2. 2 TITLE OF THE STUDY“A study on channel effectiveness in service delivery of Royal Tech Distributor forReliance Communications in Bangalore city”2. 3.STATEMENT OF THE PROBLEMA problem well defined is half solved sometimes if we are able to define a problem werequire an explanatory research to gather data about the real nature of the problem andtom suggest possible solution or new ideas. In case the clarity is there about the problem,descriptive or casual research is conducted to determine the cause and effect relationship.The study is conducted to determine to determine the effectiveness of Royal TechDistributors in service delivery for Reliance Communications in Bangalore city.2. 4.OBJECTIVES OF THE STUDY • To study channel effectiveness in service delivery of Royal Tech Distributor for Reliance Communications. • To understand the distribution channel of reliance communication. • To determine the satisfaction level of the retailers. • To know the promotional activities provided by the distributors. • To understand the role of DSR (Direct sales representatives) in service delivery. • To provide company with suitable suggestions to increase the service delivery.Data source 13
    •  Primary data  Secondary dataPrimary data: this is first hand information collected from • Existing retailers • Future potential retailersThe above said data was collected through different modes like • Observation method • Survey method • Interview method.Secondary data: is data collected from sources which contain data which have beencollected and complied for another purpose. The secondary source of data consists ofCompanies database and companies journalsPublished records and reportsRelated websites of various organizationsResearch instruments:Since the present study was accomplished in a limited time, no sophisticated tools orstatistical techniques could be used. However simple techniques like percentages, visualpresentations like bar charts pie charts, line graphs were usedQuestionnaire:A Communication method which is selected as the instrument for collecting the data asthe respondents are directly interviewed by the researcher.2.5 SCOPE OF THE STUDY 14
    • In the modern Telecommunication business world, to survive and to make costumerdelight and satisfy is the most important factor which needs to be considered. Increasingthe costumer base is a key factor. The study is the step towards ascertaining the serviceprovided by reliance communication and other service providers. The mobile phonemarket is very competitive. The study was conducted in Reliance Communication to determine the channeleffectiveness service delivery of Royal Tech Distributor and in order to acquire a largercustomer base satisfying customer with their needs is the most important criteria. Thesefunctions are done through the retailers so it is foremost important to satisfy the retailersfirst to identify their needs and to fulfill them and to provide proper promotional tools forretailers to promote the product.2.6 RESEARCH METHODOLOGY AND DATA COLLECTIONThe word research is derived from the Latin word meaning to know. It is a systematicand a replicable process, which identifies and defines problems, within specifiedboundaries. It employs well-designed method to collect the data and analyses the results.It disseminates the findings to contribute to generalize able knowledge. Thecharacteristics of research presented below will be examined in greater details later are: • Systematic problem solving which identifies variables and tests relationships between them, • Collecting, organizing and evaluating data. • Logical, so procedures can be duplicated or understood by others • Empirical, so decisions are based on data collected • Reductive, so it investigates a small sample which can be generalized to a larger population • Replicable, so others may test the findings by repeating it. • Discovering new facts or verify and test old facts. 15
    • SAMPLE SELECTION • Sample size • Sampling plan and unit • Sample designSample sizeThis refers to number of items selected from the universe to constitute a sample. In otherwords the number of respondents from which data is collected. The sample size of thisstudy is 50 to determine the effectiveness of distribution and to evaluate the serviceprovided to retailersSampling unitsOne of the units into which an aggregate is divided for purpose of sampling. Thesampling unit survey was done in Bangalore city in areas like Shivajinagar,Vasanthnagar, Cox town, Frazer town etc.Sample designSimple random sampling was chosen to collect relevant information.Simple random sampling:Simple random sampling refers to that sampling technique in which each and every unitof the population has an equal opportunity of being selected in the sample2.7 LIMITATIONS OF THE STUDY: 16
    • • The respondent may be biased.• Due to language problem it is possible that the respondents were not be able to understand the questionnaire and can cause misleading results.• The research was confined to Bangalore city only.• The time available was insufficient to carry on an exhaustive study but the research has done every effort to make this study an exhaustive one. CHAPTER-3 17
    • DATA ANALYSIS AND INTERPRETATIONTABLE NO: 1Table showing age of the respondents: PARTICULARS NO OF RESPONDENTS (%)PERCENTAGE 18-20 7 14 20-25 15 30 25-35 18 36 Above 35 10 20 Total 50 100ANALYSIS:From the above table it can be observed that, 30% are between age group 20-25, 36% arebetween age group 25-35, 20% are between age group above 35 and 14% are betweenage between group 18-20. 18
    • GRAPH NO: 1INFERENCE:From the above graph we can interpret that a majority of respondents who belong tomiddle and young age group are doing retailing business in India. This shows a hugepotential for the young and middle age group people to carry out retailing business.TABLE NO: 2 19
    • Table showing the occupation of respondents PARTICULARS NO OF RESPONDENTS (%)PERCENTAGE Business 26 52 Self employed 11 22 Professional 9 18 Others 4 8 Total 50 50ANALYSIS:From the above table it can be observed that, 52% of people are in business occupation,22% are self employed, 18% are professionals and 8% are doing other occupations.GRAPH NO: 2 20
    • INFERENCE:From the above analysis, it is clear that business people, self employed are doing retailingbusiness and professional people are less because of the research area and other peoplecarrying out retailing occupation are government employee, house wife’s etc.TABLE NO: 3 21
    • Gender of the respondents PARTICULARS NO OF RESPONDENTS (%)PERCENTAGE Male 41 82 Female 09 18 Total 50 100ANALYSIS:From the above table it can be observed that 82% are male and 18% are female amongthe respondents who are doing retailing business.GRAPH NO: 3 22
    • INFERENCE:From the above graph it is clear that majority of male are doing retailing business.And female doing the retailing business are very few.TABLE NO: 4 23
    • Retailers experience with Reliance Communication PARTICULARS NO OF (%)PERCENTAGE RESPONDENTS 0-1 yrs 20 40 1-2 yrs 18 36 2-4 yrs 07 14 > 4 yrs 03 6 Total 50 50ANALYSIS:From the above table it can be observed that 40% of retailers are doing reliancecommunication business from 0-1 years.36% are doing business from 1-2 year,14% aredoing business from 2-4 years and 6% are doing business from more than 4 years.GRAPH NO: 4 24
    • INFERENCE:From the above analysis we can infer that from past one year majority of respondents areretailers for reliance communication. The reason for being retailers of reliancecommunication is due to launce of reliance GSM.TABLE NO: 5 25
    • Retailer response towards Reliance Communication PARTICULARS NO OF RESPONDENTS (%)PERCENTAGE Excellent 9 18 Good 25 50 Average 10 20 Below Average 06 12 TOTAL 50 100ANALYSIS:From the above table it can be observed that, 50% of retailer’s have a good responsetowards reliance communication. 20% say its average, 18% say it’s excellent, and 12%say it’s below average.GRAPH NO: 5 26
    • INFERENCE:From the analyzed data it is clear that retailers have a good response towards reliancecommunication for the service provided by them.TABLE NO: 6Retailer’s opinion for Service value offered by the distributors 27
    • PARTICULARS NO OF RESPONDENTS (%)PERCENTAGE Excellent 7 14 Good 28 56 Average 06 12 Below Average 09 18 TOTAL 50 100ANALYSIS:From the above table it can be observed that, 56% of retailer’s opinion about servicevalue offered by distributor is good, 14% say its excellent 12% say its average, and 18%told it was below average.GRAPH NO: 6 28
    • INFERENCE:From the analysis it is clear that service offered by royal tech distributor was good. Andthis indicates that retailers have a good opinion towards the distributor for the serviceprovided by them.TABLE NO: 7Product availability of Reliance Communication to retailers by thedistributor 29
    • PARTICULARS NO OF RESPONDENTS (%)PERCENTAGE Excellent 15 30 Good 19 38 Average 11 22 Below Average 05 10 TOTAL 50 100ANALYSIS:From the above table it can be observed that, 38% say product availability of reliancecommunication by royal tech distributor was good, 30 say it’s excellent, 22% say itsaverage, and 10% say it’s below average.GRAPH NO: 7 30
    • INFERENCE:From the above analysis it is clear that products of reliance communication were suppliedto retailers by the distributor in time and when the stock was over and there was no delayin filling of stocks.TABLE NO: 8 31
    • Customer complaints handled by the distributors PARTICULARS NO OF RESPONDENTS (%)PERCENTAGE Yes 31 62 No 19 38 TOTAL 50 100ANALYSIS:From the above table it can be observed that, 54% of respondents agree that customercomplaints are handled by the distributor. And 46% do not agree about the customercomplaints handled by the distributor.GRAPH NO: 8 32
    • INFERENCE:From the above survey it is clear that majority of retailers say that customer’s complaintsare handled and solved by the distributor. This indicates that service provided bydistributor in order to resolve the customer issues is good.TABLE NO: 9 33
    • Customer’s complaints handled by the retailers PARTICULARS NO OF RESPONDENTS (%)PERCENTAGE Yes 33 66 No 17 34 TOTAL 50 100ANALYSIS:From the above table it can be observed that, 66% of retailer says that they handlecustomer complaints directly and 34% say they do not handle customer complaintsdirectly.GRAPH NO: 9 34
    • INFERENCE:From the above analyses it shows that retailers resolve the customer complaints directly.And in order to resolve the customer complaints at a much faster rate retailer must beprovided with proper training and necessary skills to handle customer issues.TABLE NO: 10 35
    • Opinion of retailers about the duration taken to assess customercomplaints Hours Days Week Total TIME TAKENPARTICULARS NOR %Age NOR %Age NOR %Age NOR %Agea. Handsets 09 38 13 26 18 36 50 100b. Sim activations 14 28 28 56 4 8 50 100c. Recharges 44 88 6 12 - - 50 100NOTE: NOR =No of respondentsANALYSIS:From the above table it can be observed that,38% retailers say it takes hours together to repair or resolve complaints w.r.t to handsetsand 26% say it take days to rectify the issue.14% say it takes hours for sim activations and 56% say it takes days for sim activation.88% say it takes hours to recharge and 12% say it takes days for recharges to be done.GRAPH NO: 10 36
    • Graph showing Opinion of retailers about the duration taken to assesscustomer complaintsINFERENCE:From the above analyses it can be observed that more time was taken torectify issues like handset repairs, days together for sim activations whilerecharges took less timeTABLE NO: 11 37
    • Promotional activities provided by distributor to sell the product PARTICULARS NO OF (%)PERCENTAGE RESPONDENTS Advertisements 10 20 Brochures 20 40 Posters/Displays 12 24 Others 08 16 TOTAL 50 100ANALYSIS:From the above table it can be observed that, 40% of respondents find brochures wereprovided by distributor to sell the product, 24% say posters and displays were provided ,20% say advertisement were provided and 16% say other promotional support wereprovided to sell the products.GRAPH NO: 11 38
    • INFERENCE:From the above analyses it is clear that broachers, posters/displays are the most effectivepromotion activities provided by the distributors. And other promotional activities likestickers, catalogues are provided by distributor to sell the products which were not mucheffective.TABLE NO: 12Opinion about the service provided by Royal Tech Distributor. 39
    • OPINIONS Need to Excellent Good Average Total improve NOR %Age NOR %Age NOR %Age NOR %Age NOR %AgePARTICULARSa. Speed ofService 12 24 21 42 10 20 7 14 50 100b. Productknowledge 9 18 18 36 13 26 10 20 50 100c. Willingness tohelp 4 8 16 32 24 48 6 12 50 100d. After sales 14 28 26 52 6 12 4 8 50 100serviceNOTE: NOR =No of respondentsANALYSIS:From the above table it can be observed that:42% respondents say that speed service provided was good, 14% say it needs to improve.36% respondents agree product knowledge of distributor is good and 20% agree it needsto be improved.48% of respondents say that willingness to help of distributor was average and 8% say itsexcellent.52% of respondents say after sales service of distributor is good and 8% say it needs to beimproved .GRAPH NO: 12 40
    • Graph showing opinion of retailers about the service provided by RoyalTech Distributor.INFERENCE:From the above survey it is clear that speed of service provided is good and productknowledge provided by distributor is good but as we can see the support provided bydistributor needs improvement and after sales service is excellent. Hence we canconclude that service provided by Royal Tech Distributor is good.TABLE NO: 13 41
    • Table showing the retailer satisfaction with the profit margin providedby the distributors PARTICULARS NO OF RESPONDENTS (%)PERCENTAGE Yes 34 68 No 16 32 TOTAL 50 100ANALYSIS:From the above table it can be observed that, 68% are satisfied with the profit marginprovided by the distributor and 32% are not satisfied with the profit margin provided bythe distributor.GRAPH NO: 13 42
    • INFERENCE:From the survey it is clear that profit margin given to retailers on easy recharges, simactivations, handset selling are provided within the time period and retailers are satisfiedwith the profit margin provided.TABLE NO: 14 43
    • Table showing Comparison of Royal Tech distributors with otherdistributors RATINGS Need to Excellent Good Average Total improve NOR %Age NOR %Age NOR %Age NOR %Age NOR %AgePARTICULARSa. Advertisement 07 14 14 28 16 32 13 26 50 100b. Promotion 08 16 18 36 14 28 10 20 50 100c. Credit 11 22 14 28 13 26 12 24 50 100d. Claims 02 04 12 24 25 50 11 22 50 100e. Offers/Gifts 07 14 16 32 19 38 8 16 50 100NOTE: NOR =No of respondentsANALYSIS:From the above table it can be observed that, 32% say advertisements provided bydistributor were average when compared to other distributors and 14% say it wasexcellent.36% say promotions provided by distributor were good and 16% say it was excellent.28% say credits provided by distributor were good and 22% say it was excellent.50% say claims were settled at a average rate and 04 % say it was excellent.38% say offers/gifts provided were average and 14% say it was excellent. 44
    • GRAPH NO: 14Graph showing the comparison of Royal Tech Distributor from otherdistributors.INFERENCE: From the survey we can conclude that advertisements provided by distributor wereaverage when compared to other distributor and promotion were good .credit provided bydistributor were average when compared to other distributor and claims were settled at aslower rate. Offers/gifts provided to retailers’ were average when compared to otherdistributors. 45
    • TABLE NO: 15Table showing retailers opinion about frequency of direct salesrepresentatives (DSR) visits to retail shops PARTICULARS NO OF RESPONDENTS (%)PERCENTAGE YES 31 62 NO 19 38 Total 50 100ANALYSIS:From the above table it can be observed that, 62% agree that DSR visits their shopsregularly and 38% say DSR does not visits their shops regularly.GRAPH NO: 15 46
    • INFERENCE:From the above graph it is clear that DSR visits to retail outlets frequently.TABLE NO: 16 47
    • Table showing DSR Visit to retailers per week: PARTICULARS NO OF RESPONDENTS (%)PERCENTAGE 0-1 times 7 14 1-2 times 12 24 2-3 times 9 18 3-4 times 6 12 4-5 times 14 28 5-7 times 2 4 TOTAL 50 100ANALYSIS:From the above table it can be observed that, 14% of shops are visited by DSR 0-1 timesin a week, 24% of shops are visited 1-2 times in a week, 18% of shops are visited 2-3times in week, 12% of shops are visited 3-4 times in week 28% of shops are visited 4-5times in week and 4% of shops are visited 5-7 times in week. 48
    • GRAPH NO: 16INFERENCE:From the above graph it is clear that frequency of DSR visits to a shop in a week is 4-5times. This indicates only few shops are visited on a regular basis.TABLE NO: 17 49
    • Table showing Experience of retailer when interacted with Direct SalesExecutive (DSR). RATINGS Need to Excellent Good Average Total improve NOR %Age NOR %Age NOR %Age NOR %Age NOR %AgePARTICULARSa.Courteous/polite 14 28 16 32 11 22 9 18 50 100b. Listening skills 8 16 14 28 12 24 16 32 50 100c. Productknowledge 10 20 13 26 18 36 9 18 50 100d. Willingness to 6 12 14 28 20 40 10 20 50 100helpe. Speed of service 11 22 18 36 9 18 12 24 50 100NOTE: NOR =No of respondentsANALYSIS:From the above table it can be observed that, 32% say DSR were polite and courteouswith retailers and 18% say they should improve.32% say listings skills of DSR needs to be improved and 16% say it’s excellent36% say DSR have average level of information about product and 18% say it should beimproved.40% say DSR willingness to help to retailers is average and 12% say it’s excellent36% say DSR speed of service was good and 18% say its average. 50
    • GRAPH NO: 17Graph showing retailers experience when interacted with Direct SalesRepresentatives (DSR)INFERENCE:From the above graph it is clear that DSR are courteous and polite with retailers.Listing skills of DSR is poor and need to be improved, product knowledge is average.The willingness of DSR to sort out retailer’s problem is average. And speed of serviceprovided by DSR to retailers is good. CHAPTER -4 51
    • SUMMARY OF FINDINGS• From the analyzed data it is clear that 36% of respondents who were doing retailing business were people of young and middle age group. This shows that there is a huge potential for this category of people to carry out retailing business and no of retail shops were increased by 40% in the past one year due to the launch of reliance GSM service• Majority of male are doing retailing business and female doing the retailing business are very few.• It was observed from analyzed data that product were available to retailers through distributors on time. Customer complaints were handled by both retailers and distributors• 50% of retailers had a good response towards the response provided by reliance communication• 68% of retailers were satisfied with the profit margin provided to them• From the above analyses it was observed that more time was taken to rectify issues like handset repairs, days together for sim activations while recharges took less time• When royal tech distributor was compared to other distributor 32% of respondents said that advertisements were not effective and 50 % said that claims were not settled soon• 40% retailers had a good opinion that promotional support provided to them was not effective.• Retailers had a good opinion towards DSR for the service provided.62% of retailers had a opinion that DSR visited their shops frequently. It was observed from the analyses that DSR were courteous and polite with retailers but listening skills and product knowledge was average. CHAPTER -5 52
    • SUGGESTIONS AND CONCLUSIONSUGGESTIONS: From the analysis it is clear that the distributors need to maintain stock of CDMAhandsets, CDMA and GSM currencies and recharge coupons as there is a shortage ofsupply in some retail outlets and another frequent complaints which is seen among theretailers is about the settlement of claims, measures must be taken to resolve it soon. Asthere were many retailers who are were into CDMA business and now have also taken upnew Reliance GSM, confusion is created for the recharge technique of CDMA and GSM,to overcome this they should be provided with retailers help desk number. DSR (Distributor Sales Representative) forms a bridge between distributors andthe retailers, therefore it is very essential for Royal Tech to train the DSR’s so that theywill be able resolve the retailer’s problems and thereby need not approach channelmanager or distributor manager. The channel Manager should have regular visits to allcategories of retailers and randomly check the performance of the DSR’s. To increase the sales of GSM, company should provide electronics displays inselected retail shops so as to attract the customers and advertisements about these retailoutlets in newspapers so that they can overcome the standard promotion way of onlyposters and banners. Reliance GSM need to motivate the retailers by giving them incentives, trophiesof achievements to retailers for achieving the target and boosting the sales. This forms away of motivation for the retailer to concentrate on further increase of sales.The company needs to train the retailers about the product and its offers so that they willbe in a position to handle the customer complaints directly and need not approach thedistributor frequently. 53
    • CONCLUSIONS: Success of an organization largely depends mainly on its marketing abilities. Forthis, a marketer should know the needs, requirements and preferences of target market.The marketer should make a detailed study of the expectations of the retailers and thentake necessary steps to fulfill the needs of the retailer. As it is the retailers who interactswith the end customers it is necessary to identify the requirements of retailer and to fulfillthose needs to do this work the channel effectiveness should be determined in the role ofservice delivery. The main motive for conducting this survey was to identify the channeleffectiveness in service delivery of distributor for reliance communication. The report was an endeavour to determine how effective are the distributor was indelivery of service for the retailers. The study was successful in understanding thedistribution channel of reliance communication and how the products reach to ultimateconsumer .The flow of products through different intermediaries in the channel and roleplayed by them in delivery of products to consumers. The analysis helped to identify the satisfaction level of retailers for the serviceprovided by the distributors and impact of this on ultimate customers. And to identifydifferent promotional support provided by the company and to differentiate thedistributors according to their performances. It was useful to understand the role ofrepresentatives in service delivery to retailers. The study is confined only to East of Bangalore and the retailers of Royal Techand from the survey it was clear that overall performance of Royal Tech is good and theretailers were satisfied. 54