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Service marketing


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Service marketing

  2. 2. G1(fin +mrkt)
  3. 3. PREFACE“Learning categorizes you and practicing on that learning specializes you”. Theoreticalconcepts taught and discussed in the classroom prove useful if they have to remainrelevant. Practice orientation of management student is must generating competence todeal with issues at grass root level it is for this reason that three month trimester projectstudy is prescribed as a part of syllabus for MBA Degree in Gwalior. This training is themode of imparting practical training to the student. The objective is to provide a deepinsight into practical aspects of the functioning of the organization. The train apprisesthe student to the actual function, responsibility and problem faced by an organization. Itprovides him with the knowledge of the various kind of problem that crop up in the dayto day functioning of the organization .The way they are solved by the departments andappraisal of the crucial decision taken by the manager at the crucial time.G1(fin +mrkt)
  4. 4. We would like to thank my service marketing sir prof.Aditaya Tripathi, who is really agreat person. He is always inspiring us for this project. He is very friendly& cooperative.We are grateful to Reliance communication Limited Gwalior and all the staff membersfor giving me all kind of support that we needed. We would also like to thank all the staffmembers of store who shared their precious time and experience with us.Last but not the least, I extend my sincere thanks to my Faculty guide, all my friendsand the Institute for providing the help that was needed.G1(fin +mrkt)
  5. 5. Company profile “Think big, think fast, think ahead. Ideas are no one’s monopoly.” - Dhirubhai H. AmbaniG1(fin +mrkt)
  6. 6. ABOUT THE 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 35million customers. Business encompasses a complete range of telecom servicescovering mobile and fixed line telephony. It includes broadband, national andinternational long distance services and data services along with an exhaustive range ofvalue-added services and applications. Our constant endeavor is to achieve customerdelight by enhancing the productivity of the enterprises and individuals we serve.Reliance Mobile (formerly Reliance India Mobile), launched on 28 December 2002,coinciding with the joyous occasion of the late Dhirubhai Ambani’s 70th birthday, wasamong the initial initiatives of Reliance Communications. It marked the auspiciousbeginning of Dhirubhai’s dream of ushering in a digital revolution in India. Today, we canproudly claim that we were instrumental in harnessing the true power of information andcommunication, by bestowing it in the hands of the common man at affordable rates.Weendeavor to further extend our efforts beyond the traditional value chain by developingand deploying complete telecom solutions for the entire spectrum of society.VisionBy 2015, be amongst the top 3 most valued Indian companies, providing Information,Communication & Entertainment services, and being the industry benchmark inCustomer Experience, Employee Centricity and Innovation.MissionTo attain global best practices and become a world-class communication serviceprovider guided by its purpose to move towards greater degree of sophistication andmaturity. 1. To work with vigor, dedication and innovation to achieve excellence in service quality, reliability, safety and customer care as the ultimate goal.G1(fin +mrkt)
  7. 7. 2. To consistently achieve high growth with the highest levels of productivity. 3. To be a technology driven, efficient and financially sound organization. 4. To contribute towards community development and nation building. 5. To be a responsible corporate citizen nurturing human values and concern for society, the environment and above all, the people. 6. To promote a work culture that fosters individual growth, team spirit and creativity to overcome challenge and attain goals. 7. To encourage ideas, talents and value systems. 8. To uphold the guiding principle of trust, integrity and transparency in all aspects of Interpretation and dealings.ValuesWe will put customer first at all times, and built long term relationship with them. 1. We shall believe interpretation and keep every commitment that we make. 2. We will operate with honesty and integrity interpretation all our dealings. 3. We treat every individual with dignity and respect. 4. We will approach every endeavor with zeal & an attitude towards excellenceG1(fin +mrkt)
  8. 8. 7 Ps of marketing for Reliance CommunicationProductReliance mobile always faced the problem of weak network. So to correct the majorhave invested over Rs 300 crore to upgrade to NGIP (Next Generation IP) network.Product has to sell itself. Now they are launching about more than 1100 network towersto provide more coverage to its customers.PriceThere is many ways to price a product. The pricing policy/ strategy vary in varioussituations. In case of Reliance mobiles they have priced their product at a very low price& they also come up with new plans.PlaceAnother element of Marketing Mix is Place. Place is also known as channel, distribution,or intermediary. It is the mechanism through which goods and/or services are movedfrom the manufacturer/ service provider to the user or consumer. Reliance Mobiles donot find it very difficult to find the distribution channel because they are the old playersand distribute their product in India.PromotionAnother one of the 4Ps is promotion. This includes all of the tools available to themarketer for marketing communication. Reliance has recently started doing heavypromotions.Physical EvidencePhysical Evidence is the material part of a service. Strictly speaking there are nophysical attributes to a service, so a consumer tends to rely on material cues. AsG1(fin +mrkt)
  9. 9. Reliance mobile provide various rental plans.PeopleReliance always valued their customers. They provide a very cheap call rates affordableto the lower class.ProcessProcess is another element of the extended marketing mix, or 7Ps.There are a numberof perceptions of the concept of process within the business and marketing literature.G1(fin +mrkt)
  10. 10. Posioning of reliance communicationG1(fin +mrkt)
  11. 11. According to the diagram we divide the product in to four quadrant :- it is ( +ve +ve) , 2ndis ( +ve negative) 3rd is (negative negative) and 4th is (negative, positive)And we divide the segment according to the service. We see that Vodafone and airtelhave a positive impact because of people feedbacks positive for Vodafone and airtel sopopular. And this figure also that idea in negative and positive in idea. Reliance comesin negative and negative because public know about service .in reliance there isproblem in providing service they should improve in service providing.G1(fin +mrkt)
  12. 12. By this figure we can see how many customer near about company, Vodafone and airtelhave almost customer. Reliance has only 6 customers nearly 20%, idea has 8 customernearly 27%.G1(fin +mrkt)