Reliance Communication is losing its 3G market share in Western Mumbai due to various factors. A survey of 100 mobile outlets found that Airtel and Vodafone sales representatives visit shops more frequently. Airtel has the highest 3G dongle sales and is perceived more positively by customers. Reliance dongles are less easy to sell due to poor network quality and higher prices. The report recommends that Reliance improve sales representative visits, offer competitive pricing and services, and increase brand promotion through advertisements to boost its 3G sales in Western Mumbai.

1. EFFECT ON 3G SALES FOR RELIANCE
COMMUNICATION IN WESTERN MUMBAI
Presented by:
JIBIN GEORGE
MARKETING – 2010-12
Under the Guidance of :
Prof: Thomas Mathew
St. Francis Institute Of Management And Research 1

2. FLOW OF PRESENTATION
• About the Company
• About the Project
• Need for Study
• Objective of Study
• Research Methodology
• Collection of Data
• Analysis of Data
• Findings And Interpretations
• Recommendations
• Future Scope
• Limitations
• Conclusion
2

3. About Reliance Communication
• India’s Largest Private Communication and
Information company
• Flagship company of ADAG Group, Headquartered in
Navi Mumbai
• Listed in NSE and BSE
• Offers Wire line ,Wireless, GSM and CDMA Service
• Over 135 Million Subscribers
• Offers 2G , HSD, and 3G
3

4. ABOUT THE PROJECT
• Effect on 3G Sales for Reliance in Western Mumbai
• What is 3G
• Why Reliance is losing its 3G Market in Western
Mumbai
4

5. NEED FOR STUDY
• To Find out the Factors affecting the 3G sales for
Reliance communication in Western Mumbai.
5

6. OBJECTIVE OF STUDY
• To Find out the Drawbacks which led to the Decline
of 3G sales for Reliance Communication In Western
Mumbai.
6

7. RESEARCH METHODOLOGY
• The Research Methodology Used here is Exploratory
Research Design.
7

8. COLLECTION OF DATA
• Primary Data collected from 100 Mobile outlets in
Western Mumbai
• Secondary Data collected from Internet
• Mode of Survey : Personal Interview
• Sample Questions asked were
1) Which companies sales person visit you the most
2) Which companies 3G dongles are easy to sell
3) Monthly sales of Reliance 3G Dongle in Shop
8

9. Sample Questions Contd:
4) Main Competitor for Reliance 3G Dongle in Market
5) Customers Perception on Reliance 3G
6) Most Preferred Telecom Brand by Customers
9

10. ANALYSIS OF DATA
• The study Indicates how major Telecom Players are
Increasing their 3G share
• Reasons For the Decline of 3G share .
SummersData collected.xlsx
10

11. ANALYSIS OF DATA
• Salesman of Airtel Visits the shop Frequently
Sales persons Most visited by a Company in Western
Mumbai - 2011
3%
4%
Airtel
Vodafone
36%
Reliance
57% Others
11

12. ANALYSIS OF DATA CONTD:
• Airtel is Having Maximum 3G Sale
Maximum Sale of 3G dongle in western Mumbai - 2011
1%
4%
Airtel
Vodafone
39%
Reliance
56% Others
12

13. ANALYSIS OF DATA CONTD
• Airtel is the Market leader in 3G
3G Market Share in western Mumbai - 2011
1%
4%
Airtel
Vodafone
39%
Reliance
56% Others
13

14. ANALYSIS OF DATA CONTD
• Airtel 3G Dongles are easy to sell
3G dongles which are easy to sell in Western Mumbai
6%
34% Airtel
Vodafone
Reliance
60%
14

15. ANALYSIS OF DATA CONTD
• Reliance is having poor customer perception
Customer perception on 3G Dongles in Western
Mumbai - 2011
2% 8%
15%
RCOM
Vodafone
Airtel
Others
75%
15

16. ANALYSIS OF DATA CONTD
• Retailers are having less Monthly sales of Reliance 3G
Dongle in the Shop
• Airtel and Vodafone are the main competitor for
Reliance
16

17. ANALYSIS OF DATA CONTD
• Advertisements can create effect on 3G sales
17

18. ANALYSIS OF DATA CONTD
• Good Brand always serve better
Brand Preference in Telecom sector in Western
Mumbai - 2011
9
8
7
6
5
4 Brand Prefernce
3
2
1
0
Airtel Vodafone Idea RCOM Tata Aircel BSNL Others
Docomo
18

19. ANALYSIS OF DATA CONTD
• HSD caused decline of 3G sales for Reliance
• Pricing matters for 3G
• Feedback from Retailers can help Reliance
19

20. FINDINGS AND INTERPRETATIONS
1) Evolution of 3G has increased competition among
telecom players
2) Reliance is losing its 3G share in Western Mumbai.
3) Airtel and Vodafone continues to be the leader in the
3G sector in Western Mumbai.
4) Reliance is having poor customer response
5) Innovative advertisements helped Airtel and
Vodafone to boost their 3G sales.
20

21. FINDINGS AND INTERPRETATIONS
6) Lack of communication between retailers and
salesman of Reliance caused a major decline of
their 3G sales in Western Mumbai
7) Reliance lacks a good Network and Services in
Western Mumbai
8) Reliance 3G dongles are not providing the
estimated speed of 7.2Mb/s
9) Reliance 3G pricing are expensive compared with
other players
21

22. RECOMMENDATION
• Reliance should note that their salesman are visiting
the shops regularly
• Provide Better and Quality services
• Create Effective and Innovative Ads based on 3G
22

23. RECOMMENDATIONS CONTD
• Add some features on 3G that Reliance can only
provide
• Conduct Events and Celebrity shows to Promote
Reliance 3G in Western Mumbai
• Provide services to customers as well as Retailers
23

24. FUTURE SCOPE OF STUDY
• Future of scope of study will be based on how
Reliance is trying to overcome the problems that
caused a major decline of their 3G sales in Western
Mumbai.
24

25. LIMITATIONS OF STUDY
• 3G has introduced recently in India
• Actual market share of 3G in Western Mumbai can
vary
25

26. CONCLUSION
• 3G has given chances to telecom players to increase
their sales in Western Mumbai.
• Reliance should adopt some effective marketing
strategies to promote their sales.
• Reliance should know the fact that people of
Western Mumbai are more price conscious and are
looking for good brand image, network and services.
• Effective strategies can help Reliance to build a
strong 3G market in Western Mumbai.
26

27. MY LEARNINGS
• Customers of Western Mumbai are more relying on
telecom operators who can provide them better and
quality Network and Services
• Reliance communication has lost its good image
• Airtel and Vodafone captured the heart and minds of
people of Western Mumbai
• Reliance should adopt some Marketing
strategies, otherwise they may lose their existing 3G
share also
27

28. REFERENCES
• Websites
• Ref 1: International journal of Economics and Management by Ahmad S.Z. and
Basir sah on Sales skills.
• Ref 2: www.microviews.org
• Ref 3: Dancing to your tunes by Nandana Das (Afaqs Reporter)
• Ref 4: Zainuein Bin Dahari, Muhammad sabir Rahman. The research conducted by
these people described how a quality improvement strategy was put in place on
the basis of a model which relates overall customer satisfaction to its various
attributes under Malaysian Telecom Environment.
• Ref 5: Article by John Biggs. (www.mobilecrunch.com)
• Ref 6: www.totaltele.com
• Ref 7: www.rcom.co.in
• Books
• Market Research: Naresh K Malhotra
•
• Primary Reference:
• Retailers of Western Mumbai
28

29. THANK YOU
29