reliance-marketing-project

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

Pune-411026
PREFACE
“Learning categorizes you and practicing on that learning
specializes you”.
Theoretical concepts taught and discussed in the classroom
prove useful if they have to remain relevant. Practice
orientation of management student is must generating
competence to deal with issues at grass root level it is for this
reason that one month training project study is prescribed as
apart of syllabus for MBA Degree in Pune.
This training is the mode of imparting practical training to the
student. The objective is to provide a deep insight into
practical aspects of the functioning of the organization. The
train apprises the student to the actual function, responsibility
and problem faced by an organization. It provides him with the
knowledge of the various kind of problem that crop up in the
day to day functioning of the organization .The way they are
solved by the departments and appraisal of the crucial
decision taken by the manager at the crucial time.
I was fortunate enough to complete my marketing training at
RELIANCE COMMUNICATIONS, Vardhman Chambers, 3rd
floor, 7 love square, pune.
This has given me an altogether new experience, which would
be immense help to me in my days to come.

ACKNOWLEDGEMENT
I wish to acknowledge my specific indebtness to director
“Indian Institute of Management Training”, who made this
opportunity to perform summer training as a part of MBA
degree Course.
I wish to extend my Sincere Gratitude towards “Mr. Raj
Babbar (Reliance Communications) for accepting me as a
summer trainee and assigning this project to me.
I am extremely grateful to Mr.Rajiv Taneja for their valuable
guidance and best possible help during course of study.
I am deeply grateful to my parent’s who have given me every
help and moral support and their constant advice which
enabled me to pursue my academic aim.
Thanks to other summer trainees for their co-operation and
suggestions through out this project.

DECLARATION
The researcher hereby declares that the dissertation is a
result of his own research work and the same has not been
previously submitted to any examination of this university or
any other university.
Place- Pune Himanshu Singh
Date-

WHY THIS TOPIC?
In today’s competition in the field of business, it is must for
a company to have full information about the opportunities
available in the market before entering into a new market. This
enables the company to exploit the fill potential of the market &
to meet the expectations of the customer. For this purpose, an
effective survey is required.
After going through the complete profile of the RELIANCE
COMMUNICATION LTD. Surveyor knows about the services
provided by the RELIANCE. He has many vibrant and
attractive schemes in comparison with his competitors in the
market. Hence, surveyor has chosen this topic keeping in mind
that his survey work will definitely help the organization in
making strategies for marketing and promotion of the products
so I have chosen the topic “Market survey and product
promotion”.

TABLE OF CONTENTS
S.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 Phones
4. Research Methodology
 Objectives
 Importance
 Research & Findings
 Graphical representation
 Leanings
5. Market Share
6. Comparison
7. SWOT Analysis
8. Conclusion

9. Recommendation
10. Bibliography
11. Annexure
12. Abbreviations
“Think big, think fast, think ahead.
Ideas are no one’s monopoly.”
- Dhirubhai H. Ambani

ABOUT THE COMPANY
Reliance Communications is the flagship company of the Anil
Dhirubhai Ambani Group (ADAG) of companies. Listed on the
National Stock Exchange and the Bombay Stock Exchange, it
is India’s leading integrated telecommunication company with
over 35 million customers.
Our business encompasses a complete range of telecom
services covering mobile and fixed line telephony. It includes
broadband, national and international long distance services
and data services along with an exhaustive range of value-
added services and applications. Our constant endeavor is to
achieve customer delight 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, was among the initial
initiatives of Reliance Communications. It marked the
auspicious beginning of Dhirubhai’s dream of ushering in a
digital revolution in India. Today, we can proudly claim that we
were instrumental in harnessing the true power of information

and communication, by bestowing it in the hands of the
common man at affordable rates.
We endeavor to further extend our efforts beyond the
traditional value chain by developing and deploying complete
telecom 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.Purwar
Company Secretary & Manager
• Mr.Hasit Shukla

Auditors
• M/s. Chaturvedi & Shah
• M/s. BSR & Co.
WIRELESS NETWORK IN
INDIA

• Urban Population- 97%
• Rural Population-42%
• National Highways-50%
• Rail Lines- 58%
• Census Towns-3,381
• Non-census Towns/villages-
RELIANCE GROUP

Reliance – Anil Dhirubhai Ambani Group, an offshoot of the
Reliance Group founded by Shri Dhirubhai H Ambani (1932-
2002), ranks among India’s top three private sector business
houses in terms of net worth. The group has business
interests that range from telecommunications (Reliance
Communications Limited) to financial services (Reliance
Capital Ltd) and the generation and distribution of power
(Reliance Energy Ltd).
Reliance – ADA Group’s flagship company, Reliance
Communications, is India's largest private sector information
and Communications Company, with over 30 million
subscribers. It has established a pan-India, high-capacity,
integrated (wireless and wire line), convergent (voice, data
and video) digital network, to offer services spanning the
entire infocomm value chain.
Other major group companies — Reliance Capital and
Reliance Energy — are widely acknowledged as the market
leaders in their respective areas of operation.

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 14
Reliance 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

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), India's leading integrated
telecommunications 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 India's
first 3D animation on mobile.
November 17
Reliance Communications launches Free Group Term Life Cover for its CDMA
subscribers
December 28
Reliance 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 24
Reliance 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 30
Air Deccan and Reliance Web World join hands to offer air ticket booking facility at
Reliance Web World.
August 18
Reliance Infocomm rolls out international roaming facility across several countries
to become the first Indian CDMA operator to offer its customers such a service.
September 21
Apollo 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.

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 recharge vouchers instantly and stay
connected for 1 year
February 17
Reliance subsidiary Flag Telecom announces FALCON Project - a major new
Middle East Loop Terabits Submarine Cable System with links to Egypt and Hong
Kong via India
April 23
Reliance Infocomm introduces first ever auction facility on Mobile phones through
R World.
June 8
Reliance 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 India's first wireless Point of Sale (POS)

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 India's 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 10
Optic 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

MISSION
Excellence in Communication initiatives
• 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
organization.
• 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 promote a work culture that fosters individual growth,
team spirit and creativity to overcome challenges and attain
goals.
• To encourage ideas, talent and value systems.
• To uphold the guiding principles of trust, integrity and
transparency in all aspects of interactions and dealings.

VISION
“We will leverage our strengths to execute complex
global-scale projects to facilitate leading-edge
information 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 India's
knowledge workers to deliver their services globally.”

PRODUCT
DEFINITION:
“A product is a bundle of physical service and symbolical
particulars expected to yield satisfaction benefits to the
buyers”.
(Phillip Kotler)
“A product is a complex of tangible and intangible attributers,
including packaging, colors, price, manufacture and retailer’s
service which the buyer may accept as offering satisfaction of
wants of needs.”
(William J Stanton)

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

• Send and receive SMS upto 1000 characters
• Store 1000 contacts in your phone book
Specifications:
Item Description
Protocol CDMA2000 1X RTT
working
frequency
824MHz ~ 849MHz/869MHz ~ 894MHz
Uplink/Downlink
Dimensions 84 mm (D) x 42 mm (W) x 12 mm (H)
Weight About 32 g
Receiver
sensitivity
Better than -104dBm
Power
consumption
≤1.5W
Power supply 5V/500ma, from USB

RELIANCE NET CONNECT DATA
CARD

Features -
• Uninterrupted high-speed wireless Internet connectivity, across
10000 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 to
change the dial-up configuration.
• Hassle-free connection
o 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 landline
from 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 the
Telecom connectivity charge).
• No need for an external or internal modem.
• No need for an ISP account.

• No need for a separate landline connection.
• One free e-mail account (with a 10 MB mailbox) and 2 MB of web
space
• A choice of prepaid and postpaid options to suit your usage
needs
• Use of data cards to make voice calls and send SMS
RELIANCE POSTPAIDS
FIXED WIRELESS PHONES
Current models

LG LSP 410
CLASSIC WP 829
RELIANCE MOBILES

Color Handset with camera
Current handset models

PDA color phone

Reliance Hello Postpaid Plans
Plans-
Need .
High STD calls High local fixed calls High local
mobile calls
High
on
net
Special ones
One
India
Simply
2030
Plan
150
local
299
Plan
500
Hello
125
Mobile
299
Plan
600
PlAn
1000
Plan
1500
Monthly
rental
180 130 150 299 500 125 299 600 1000 1500
Clip 0 0 50 0 0 0 0 0 0 0
Free
usage
50 0 35 0 470 0 150 600
Onnet
975 1525
On net
pack
charges
225 225 175 125 75 225 125 N.A. 75 75
On net 0.40 1.20 0.40 0.50 0.37 0.40 0.40 0.33 0.30 0.30
Local
other
GSM
1.00 1.20 1.60 0.50 1.47 0.40 0.40 1.47 1.33 1.20
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
GSM
1.00 1.20 1.60 1.20 1.47 0.40 0.40 1.47 1.33 1.20
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
GSM
I
1.00 1.20 2.40 2.40 2.20 2.40 2.40 2.20 2.00 1.80
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

SMS Pack-
Get unlimited on net SMS anywhere in India +Rs. 25 worth off
net SMS in just Rs.50 only
STD Pack-
Call any phone in India for Rs. 1/min. on rental just Rs.
99/month only
Night Pack-
Call any Reliance phone in Mahrashtra and Goa and Mumbai
free 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 24
months
• 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.

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
149
NJ
199
SOH
O
NJ
199
INDI
A
CHAT
&
PLAY
MONTHLY RENTAL 124 199 199 199
CLIP & PLAN
CHARGES
25 - - -
TOTAL MONTHLY
COMMITMENT
149 199 199 199
FREE INTRA CIRCLE
TALK TIME
- 150 199 -
CALL RATES WITH IN M&G (Rs./Min.)
TO ALL RELIANCE
PHONE
0.50 0.50 1.20 1.2/0*
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
PHONE
2.00 2.49 2.40 2.40
TO OTHER PHONES 2.00 2.49 2.40 2.40

MID LEVEL PLANS
PLAN TYPE MID LEVEL PLAN
RIO
299
RIO
399
NJ 299
SOHO
MONTHLY RENTAL 299 399 299
CLIP & PLAN CHARGES - - --
TOTAL MONTHLY
COMMITMENT
299 399 299
FREE INTRA CIRCLE
TALK TIME
- - 100
TO ALL RELIANCE
PHONE
0.40 0.40 0.50
TO OTHER MOBILES 1.00 1.00 0.50
TO LANDLINE 1.00 1.00 1.00
TO ALL RELIANCE
PHONE
1.00 0.40 1.50
TO OTHER PHONES 1.00 1.00 1.50
INDIA ROAM FREE PLANS
Roaming tariff for mobile roam free
plans
India Roam Free
Plan 390 Plan 990
Local out going
calls while
roaming
To Reliance/
others
40p/Rs.
1
50p
STD out going
calls
All phone
call rate
1.00 1.00
Incoming Free
incoming
talktime
1.00 1.00

HIGH LEVEL PLANS
PLAN TYPE MID LEVEL PLAN
NJ 399 NJ 499
MONTHLY RENTAL 399 499
CLIP & PLAN CHARGES 50 50
TOTAL MONTHLY
COMMITMENT
449 549
FREE INTRA CIRCLE
TALK TIME
- -
TO ALL RELIANCE
PHONE
0.40 0.40
TO OTHER MOBILES 0.85 0.75
TO LANDLINE 0.85 0.75
TO ALL RELIANCE
PHONE
0.85 0.75
TO OTHER PHONES 0.85 0.75
Unlimited Reliance Mobile Calling Pack-
• Call any Reliance mobile on rental of Rs. 375
per month
• Pack is available with all plans
• Only for Reliance mobile calls in Maharashtra &
Goa
• This pack will not be applicable while roaming

RELIANCE NETCONNECT TARIFF
PLANS FOR DATA CARD
&
USB MODEM
1. Time Based Plans
2. Data Based Plans
Time Based Plans
Post paid plans Freedom
@ night
Swift
40
Swift
72
Swift
100
Swift
180
Internet Tariff
Monthly charge 400 400 650 900 1500
Bundled hours/month
Peak hours
(6 am to 10 pm)
Rs.50p/
min.
20
hours
36
hours
50
hours
90
hours
Off peak hours
(10 pm to 6 am)
Unlimite
d
20
hours
36
hours
50
hours
90
hours
Additional
usage rate
N.A. Rs.50p
/min.
Rs.50p
/min.
Rs.50p
/min.
Rs.50p
/min.
Free E-mail
account
10 MB 10 MB 10 MB 10 MB 10 MB
Free web space 2 MB 2 MB 2 MB 2 MB 2 MB
Voice & SMS Tariff
Free
SMS/month
Nil Nil 100
per
month
100
per
month
100
per
month

Data Based Plans
Post paid plans Freedom Freedom Plus Platinum
Internet Tariff
Monthly charge 650 900 1500
Bundled data
Exchange/month
1 GB 1.5 GB Unlimited
Additional usage
rate
Rs. 2/MB Rs. 2/MB N.A.
Free E-mail
account
10 MB 10 MB 10 MB
Free web space 2 MB 2 MB 2 MB
Voice & SMS Tariff
Free 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.10
Usage rate for internet access- 30p between 10 pm
to 6 am & 60p between 6 am to 10 pm

RESEARCH METHODOLOGY
Methodology in the applied sense refers to various methods
used by the researcher right from data collection and various
techniques used for the same for interpretation and inference.
Methods and techniques are often used synonymously in
research literature. Research methodology is what must be
done, how it will be done, what data will be needed, what data
gathering will be employed, how sources of data will be
selected and how the data will be analyzed and conclusions
reached. When we talk of research methodology we not only
talk of the research methods but also consider the logic
behind the methods we use in the context of our research
study and explain why we are using a particular method or
technique and why we are not using others so that research
results are capable of being evaluated either by the
researcher himself or by others.

OBJECTIVES OF THE RESEARCH
The basic purpose of the research was to identify the position
of the employees . The key objectives of the research are as
follows:
(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 customer
about the RCIL and its services and thus to generate need of
Reliance 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.

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 thinking
process which leads towards flow less strategy formulation.
(2) It facilitates identification of ‘trends’ which ultimately
responsible in marketing opportunities.
(3) Decision making becomes easier for well
researched phenomenon.
(4) Research is important in solving various operational
and planning problems of business and industry.
(5) It helps understanding perception of the employes
about the training and accordingly designs the training
process.

Major Data Collection methods
I. Secondary Research
a) Internal secondary
data
Data from the company itself
which the company already
has.
b) External secondary
data
Data from the magazines and
news papers,
II. Survey Research
a)Telephone
interviews
Collection of information from
respondents via telephone
b) Mail interviews Collection of information from
respondents via mail or similar
techniques
c) Personal interviews
• Home
interviews
• Intercept
interviews
Collection of information in a
face-to-face situation.
Personal interviews in the
respondent’s home or office
Personal interviews in a central
location, generally a shopping
mall
III. Field experiments Manipulation of the
independent variable(s) in a
natural situation.

RESEARCH AND FINDINGS
There are many types of the research like descriptive,
analytical, basic, applied, qualitative, quantitative, and
conceptual. 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, by
going to the company with the appointment with the key
decision maker and ask employees about training produres in
the Reliance Communication .
Analytical Research:
I also have collected data from already available information. I
got the information from the newspapers with the help of that
information (phone no.) I used to take appointment with the
concerned person and. In this research correlation technique
is used to analyze the data.
Basic or Pure Research:
Visiting to the company to company I have got many people
who are not satisfied with the services of RCIL.This enhance
my ability of dealing with the people and make them satisfied.

Applied Research:
The research which has immediate commercial potential is
called applied research. Applied research can further be
classified as problem oriented and problem solving research.
Problem Oriented Research –
During the research I have met with many people who are
having many problems regarding the connections, poor
network, poor services and many other problems. Most of the
customers are saying about the billing procedure they have
big problem with the collection of the bills so that makes the
satisfaction level of the customers down.
Problem solving Research –
RCIL is facing the main problem about the network and the
billing of postpaid connections users because there is no
collection centre near by the area which I have visited that is
why the company is not getting good business from the
particular area.
Quantitative Research:
I have visited about 350 companies and I have got different
result from them 80% of the people listened to me, 20% of the
people did not listen me, the sales results were very low.
Conceptual Research:
Many of the people want to pay the bill at the place which
should be near to them and safe also

AREAS SURVEYED
In my project time I have visited in many areas in Pune so here
is the information about the company which I have collected
from them.-
Areas Surveyed:-
 procedure
 Pimpari
 MIDC Bhosari
 MIDC Chichwad
 Indrayani nagar
 Alandi
 MIDC Landewari
OBSERVATIONS-
 The schemes of RELIANCE
COMMUNICATION are better in comparison to other.

 RELIANCE COMMUNICATION CDMA has
a facility of Auto Roaming.
 Better Internet plan compare to other.
 Better roaming plan.
 RELIANCE COMMUNICATION have
strong customer segment in corporate.
 Lacking in promotional activity.
 “billing problem”
 Strong scheme for postpaid plan.
 Classic which is new mobile manufacturer
for RELIANCE have to face many problems related to mobile
set.
GRAPHICAL REPRESENRATION
OF THE AREAS VISITED

CHINCHWAD
Others
8%
BSNL
30%
Idea
17%
Airtel
23%
Reliance
22%
Reliance Airtel Idea BSNL Others
OBSERVATIONS-
In CHINCHWAD area mostly people believe on BSNL because they get
some good facilities there and they don’t want to change their mindsets
about BSNL .They are having an collection center of BSNL in chinchwad
so this is very easy to themto pay the bills but Reliance have their web
world in PIMPRI and that is too far from there and no regular collection
of bills so Reliance needs to think about that.

PIMPRI
Others
14%
BSNL
28%
Idea
11%
Airtel
21%
Reliance
26%
OBSERVATIONS-
In PIMPRI there is a big competition. There are many collection centers
there Reliance, Airtel, Hutch are there but Reliance is doing well there.

MIDC BHOSARI
Airtel
8%
Idea
19%
BSNL
30%
Others
16%
Reliance
27%
OBSERVATIONS-
In BHOSARI people need CUG connections most and for that they prefer Idea
and Airtel because they are also having good call rates for STD calls in CUG
plans.
For non CUG plans they prefer BSNL because they are getting broadband
connection on low rates also.

MIDC CHINCHWAD
Others
7%
BSNL
29%
Idea
20%
Airtel
19%
Reliance
25%
OBSERVATIONS-
In MIDC CHINCHWAD Reliance is doing good business and paople want
some new plans and good handsets in the market.

INDRAYANI NAGAR
Others
12%
BSNL
31%
Idea
19%
Airtel
11%
Reliance
27%
OBSERVATIONS-
In INDRAYANI NAGAR industrial area the main problem is related with the
billing.There is no collection cernter here they are in PIMPRI & NIGDI and the
distance is 5 km from here.

ALANDI
Others
11%
BSNL
28%
Idea
20%
Airtel
16%
Reliance
25%
OBSERVATIONS-
ALANDI is very far from the main roads NASHIK highway is 8 km away from
here so very difficult to reach there and in MARKEL (place away from Alandi)
there is no good coverage.

MIDC LANDEWADI
Reliance
26%
Airtel
11%
Idea
17%
BSNL
31%
Others
15%
OBSERVATIONS-
It is situated on old Bombey-Pune highway so there is good coverage and
Reliance post paid is doing good here.

PROMOTIONAL WORK
Sales promotion is one of the four aspects of promotional mix. (The other three
parts of the promotional mix are advertising, personal selling, and publicity/public
relations.) Sales promotions are non-personal promotional efforts that are designed
to have an immediate impact on sales. Media and non-media marketing
communications are employed for a pre-determined limited time to increase
consumer 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 flights
Sales promotions can be directed at the customer, sales staff, or distribution channel
members (such as retailers). Sales promotions targeted at the consumer are called
consumer sales promotions. Sales promotions targeted at retailers and wholesale
are called trade sales promotions. Some sale promotions, particularly ones with
unusual methods, are considered gimmick by many.
Under sales promotion I have done a survey for the web world franchisee and for
that 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 PARK
I have distributed the pamplates, door to door or company to company selling, and
have putted stalls in the HCL carnival on F.C. road in hotel ASHISH PLAZA for
two days also.

LEARNING
Doing a project in RELIANCE COMMUNICATION in Pune city,
was a great opportunity to practically understand and experiencing
the marketing field.
I express my deep sense of gratitude to RELIANCE
COMMUNICATION for giving me this opportunity and for providing
platform to undergo training, and get the valuable knowledge of
telecom 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.

Market Share as on August 2007
MTNL
2%
Idea
9%
Tata
10%
Hutch
17%
BSNL
20%
Reliance
18%
Airtel
24%
Reliance Airtel Idea
Tata Hutch MTNL
BSNL

CDMA Market Share
Reliance
57%
TTSL
37%
Airtel
4%
HUTCH
1%
OTHER
1%
Reliance Airtel
TTSL HUTCH
STL

GSM Market Share
BPL
1%
Aircel
5%
Spice
2%
MTNL
2%
Reliance
3%
Airtel
31%
BSNL
22%
Idea
12%
Hutch
22%
Reliance Airtel Hutch
Idea BSNL MTNL
Spice BPL Aircel

INTERNET PROVIDERS
Reliance
32%
BSNL
35%
TATA
25%
SIFY
8%
Reliance BSNL TATA SIFY

Top companies in respective services and products
segment 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 8,857
CELLULAR:
Crore)
1 Bharti AirTel 13,431
2 Reliance 10,728
3 Hutchison 10,565
4 BSNL 9,400
5 Idea Cellular 4,335
FIXED:
Rank
COMPANIES Revenue( Rs.
Crore)
1 BSNL 21,020
2 MTNL 4,116
4 TTSL 1,584
5 TTML 924

INTERNET AND BROADBAND:
ILD:
Crore)
1 VSNL 7,648
2 RELIANCE 2,110
4 AT&T 176
5 C&W 88
NLD:
Crore)
1 BSNL 4,665
2 BHARTI 1,035
3 RELIANCE 635
4 VSNL 505
5 RAILTEL 116
INDIAN SERVICE INDUSTRY (FY 06-07):
Rank COMPANIES SUBSCRIBERS
(LAKH)
1 BSNL 40.9
2 MTNL 17.8
3 SIFY 8.2
4 BHARTI AIRTEL 6.8
5 RELIANCE 6.6

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 &
Broadband
1,620 2,040 26
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
provider
Revenue (in Rs.
Crore)
Growth
(in %)
Category
FY’ 05-
06
FY’ 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

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 -11.6
Top Fixed Operators (Based on Subscriber):
Rank Operator Subscribers (in mn) Growth
(in %)FY’ 05-06 FY’ 06-07
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

Top Players (Based on subscribers): (06/07)
Rank Company No. of
Circle
Subscribers (in mn) Growth
(in %)
Market
Share (in
%)
FY’ 05-06 FY’ 06-
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
(Mumbai)
1 1.34 1.07 -20.1 0.7
11 HFCL infotel 1 0.06 0.07 16.7 0.0
Total 150 90.88 156.97 72.7 100.0
Top Players (Based on Revenue):
Rank Company No. of
Circle
Revenue (in crore) Growth
(in %)
Market
Share
(in %)
FY’ 05-06 FY’ 06-
07
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
Teleservices
20 1,878 4,092 117.9 7.3
7 Aircel 23 977 1,507 54.2 2.7
8 Spice 2 671 783 16.7 1.4
9 BPL
(Mumbai)
1 655 505 -22.9 0.9
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

Additional Entry Cost Comparison
Reliance Airtel Advantages
of Reliance
Activation
Fee
Rs.150-330 Rs.250-500 Lower
activation
fee
Deposit Nil Rs.250-500 No STD
deposit
Total Entry
Cost
Rs.150-330 Rs.500-1000
 Reliance have the lowest overall entry cost
when compared with the competition.
 There is zero deposit for STD calls even for
individual retail customer.
 In the case of Airtel deposit waiver is granted
only to high value corporate / SME clients.

SME Plan Comparison
Competitio
n
Competition
Proposition
Our Counter Advantage
s
Airtel Ambuja plan-
Rs.199 rental-
local calling
30p/80p & STD
Rs.1.25
NJ 199 SOHO-
Rs.199 rental;
Rs.150 talktime
free; local calls-
50p/1 & STD-
2.5/min.
Free local
off net
calling
available &
free CUG
Idea SME plan-
Rs.199 rental -
local calling
30p/80p & STD
Rs.1.25
NJ 199 SOHO-
Rs.199 rental;
Rs.150 talktime
free; local calls-
50p/1 & STD-
2.5/min.
Free local
off net
calling
available &
free CUG
Hutch SME plan-
Rs.225 local
calls 50p/1 &
STD Rs.1.5;
CUG @ 10p/min.
NJ 199 SOHO-
Rs.199 rental;
Rs.150 talktime
free; local calls-
50p/1 & STD-
2.5/min.
Free local
off net
calling
available &
free CUG

Reliance Hello Plans Comparison
BSNL (wire line)
One
India
General Economy Special
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
min.
1.2/3min. 1.2/3min. 1.1/3min.
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
India
H2M 125 City 299 Silver
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

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 20001X
technology and pan India coverage enables to
get online from almost any location in India.
 People can use the data card from Reliance
with your laptop or the USB modem with your
desktop or laptop.
 Speed up to 144 kbps.
 Significantly faster then dial-up connections &
not restricted to the home / office like wired
broadband.
 Use across India in more then 5700 villages.
Not limited to major cities like GPRS & EDGE.

“The true definition of mobility”
ADVANTAGES
Over TATA
 Reliance has the wider coverage area &
hence its range of usage is better in both cities
as well as rural areas.
 Reliance is the only operator that provides
internet access via data card/USB modem in
prepaid format as well.
 Customer have facility to recharge with low
denomination vouchers & subsequently use top
ups thereby lowering access cost.

SWOT ANALYSIS OF RELIANCE
COMMUNICATION
STRENGTH
• Big brand name
• The new
technology launcher
(CDMA)
• First in FWP’s
• Strong market
• Good network in
INDIA
WEAKNESS
• Services
• Customer care
section
• Not very good tariff
plans for STD users
• Battery life of hand
sets
OPPORTUNITIES
• Growing data card
market
• Growing market of
CDMA phones
• Establishment of
new business in Pune
THREATS
• Launch of TATA
Indicom USB modem
• Big market share of
Airtel and growing
TTSL in Maharashtra

CONCLUSION
Reliance communication is a very big brand name and I am very
thankful to the Reliance people to help me in completing my project
in Reliance communication. Reliance communication provides me
the good opportunities to make my skills stronger in marketing. I am
also very thankful to my project guide Mr. Rajiv Taneja for giving
me his useful guidelines and important time.
While doing this project I have talked with many people and came
to know about the market and I learnt that how the companies’
works and what they have to do for retaining there position in the
market.
Reliance Communications has trained me to face the challenges
whatever in the market.

RECOMMENDATION
After completing my work of analyzing and creating customers for
postpaid mobiles, fixed wireless phones, Data cards and USB
modem of Reliance communication I want to recommend some
important facts to the company about its products.
• Company should come with some good and effective plans
to make the customer satisfied.
• Company should move towards the good customer relations
so company should plan for the customer relationship
management.
• Reliance Communications is having good range of its
products that is why they are challenging the competitors so
make it large.
• Sales Executives are not getting proper guidance and
support from the seniors because of heavy workload on them so
there is a need to manage workload so managing manpower is
also a big task to do.
• Majority of respondents complain about the after sales
services like billings, and interruption in the network so the quality
of after sales services should be improved.
• Customer care services are very poor company should
improve that part also.
• Device installation and registration on site should be easier
to work so that customers need not to give more papers at the
time of purchasing a new connection.
• Reliance Communication should make such strategies
which suits the company’s name and brand. Reliance
Communication is already having a good brand image.

BIBLIOGRAPHY
WEBSITES:
• WWW.Reliancecommunication.com
• www.google.com
• www.altavista.com
BOOKS PREFFERED:
• Marketing Management- Philip Kotler
• Marketing Management- Rajan Saxena
NEWS PAPERS:
• THE ECONOMIC TIMES
• THE TIMES OF INDIA

ANNEXURE
QUESTIONNAIRE
FOR MARKET SURVEY AND PRODUCT PROMOTION OF
RELIANCE POSTPAID
Name 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 

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 MODEM
Name 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?

Surfing more  Downloading more 
6) Do you want to take any one with these plans?
(After telling him all the plans according to his usage of internet)
Yes  No 
ABBREVIATIONS
ADAG ANIL DHEERUBHAI AMBANI GOUP
GSM GLOBAL SYSTEM MOBILE
CDMA CODE DEVISION MULTIPLE ACCESS
RCVL RELIANCE COMMUNICATION VENTURE
LIMITED
BSNL BHARAT SNVHAR NIGAM LIMITED
MTNL MAHANAGAR TELEPHONE NIGAM LIMITED
VSNL VIDESH SANCHAR NIGAM LIMITED
TTSL TATA TELE SERVICES LIMITED
ILD INTERNATIONAL LONG DISTANCE
NLD NATIONAL LONG DSTANCE
CUG CLOSED USER GROUP
NSE NATIONAL STOCK EXCHANGE
BSE BOMBEY STOCK EXCHANGE
FOS FEET ON STREET

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