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 CONTENTS

Organizational Certificate

Acknowledgement

Preface

Chapter – 1 Introduction

 Concept of Reliance communication

 An Overview of current Market Scenario
 Brief Study of the Organization
 Organizational Set-up

Chapter – 2 Main Studies

 Introduction of the Topic

 The problems being faced
 What does Company expect to do by solving the
problem

Chapter – 3 Methodologies

 Research problem
 Research Objective & sub- objective
 Information Requirement
 Choice of Research Design
 Research Instrument used
 Sampling Technique used & Sample size
 Field Work

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Chapter – 4 Data Analysis & Interpretation

 Data Interpretation & Finding of customer Survey

 Market share of mobile subscribers

Chapter – 5 Conclusions

 Conclusion
 Finding

Chapter – 6 Suggestions

Appendices

 Bibliography
 Questionnaire

PREFACE
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 A project is a scientific and systematic study of real issues on a problem with
the application of management concept and skills. The study can deal with small or
big issues in any division of an organization. It can be case study where a problem
has been dealt with, through the process of management. The essential equipment
of a project this that, it should contain scientific collection of data, analysis and
interpretation of data leading to valid conclusion.

Summer Training is an essential part in PGDBM curriculum. It enables the

student to share the real experience in industry. My summer training has placed in
Reliance communication limited for the period of Eight weeks in Pune.

The topic of my project was Business Development, SWOT Analysis and

Sales Promotion of RELIANCE COMMUNICATION in Broadband and Fixed Line
Phone at Reliance Circle office,Pune.

This project report tends to give a sharp picture of the telecom industry.

I hope, this study can be of some help to the telecom industry of his product
and service .

CHAPTER - 1

2
 Introduction

 Concept of Reliance communication

 History of Cellular Phone in India
 An Overview of current Market Scenario
 Brief Study of the Organization
 Organizational Set-up

(1) CONCEPT OF RELIANCE COMMUNICATION

“My vision is to provide the latest telecommunication facilities to every Indian

at the price of a post card” – Dhirubhai Ambani.

Reliance Infocomm was launched as a very ambitious project. The project

was conceived at the convergence of communication and information technology. It
was designed to connect every home and office in India with each other and the
world.

On Thursday, August 09, 2007

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Anil Ambani has chosen as “ Telecom person of the year 2007 “

His marketing strategy has made millions of Indians happy, they got the best
mobile tariffs in the world-local call costs at 15 paise/minute, and STD call at 40
paise/minute .

NEW DELHI, INDIA: When the VOICE&DATA jury, comprising eminent

professionals from the telecom field, met in Delhi in June to choose the Telecom
Person of the Year 2007, the five-hour selection process was steamy.

The reason was obvious: The telecom sector is growing faster than any other
segment and naturally their CEOs have a lot to crow about. The jury had to select
one from three CEOs, who had made it to the final list through nominations from the
industry and the initial scrutiny. Among the three, one of the main contenders was a
young CEO. The jury decided that he should come back next year to try and win the
coveted award. The list now had two names-both CEOs of two well-known
companies. The pivotal difference between the two: one is an entrepreneur and the
other is not so popular, as his credit is shared among a number of his big daddies.

Following a five-hour closely held, hotly debated discussion, the name was
announced: Anil Dhirubhai Ambani, chairman of Reliance Communications. Anil
Ambani joined Reliance Industries (currently promoted by his brother Mukesh
Ambani, following their split) in 1983 as co-chief executive officer. Forbes ranked him
number 104 among the World's Richest People in 2006. The Ambani family faced
criticism when it announced its ambitious plans to build a countrywide telecom
network, as its prior expertise lay in commodities-textiles and petrochemicals-
business only. Apart from that telecom needs a service-oriented mindset, critics felt.
What they did not remember was how the family had served its millions of
shareholders.

Policies in India are made in line with Ambani's vision, says an industry
expert. His business acumen and closeness to politicians assisted him in making it to
the Rajya Sabha in June 2004, as an independent member. Ambani chose to resign
voluntarily on March 25, 2006.

The same association with politicos gave him negative returns too when the
Mayawati Government in Uttar Pradesh put a spanner on his ambitious plans to build
a 1,200-acre SEZ.

Media sees his aggression when he announces financial results for the
Reliance ADA group of companies, and when he attends the annual general
2
meetings and faces questions from shareholders. When he meets the press, he has
answers to all their questions. He also remembers to call select journalists by name.

To merchant bankers he, who has already contributed immensely to the

financial reforms of the country, is one of the financial wizards of the world. May be
because of his expertise, he gave up in the race to grab Hutchison Essar stake, after
indirectly jacking up the valuation. His negotiations with the Qualcomm chief are also
a folk theory now.

How did Ambani become the VOICE & DATA Telecom Person of the Year
2007? What are his personal and organizational achievements in the recent past?

His path-breaking marketing strategy that was put in by the strongest team of
telecom professionals the country has ever seen has made millions of Indians happy
as they got the best mobile tariffs in the world. The aggression resulted to adding to
his already swollen kitty. Every hour India will be adding around 20,000 new mobile
customers and Reliance Communications over 4,000. When mobile telephony first
began in India, a local call cost Rs 16 per minute; an STD Rs 50; and a call to the
US Rs 100 per minute. With Reliance Communication’s pioneering price initiative, a
local call now costs a mere 15 paise per minute, STD 40 paise, and a call to the US
costs less than Rs 2 per minute. The presence of Reliance Communications is
making the competition in India panicky. Global telecom forces will also shortly start
feeling the heat. Ambani has also recently announced his Rs 1,200 crore buyout of
Yipes Holdings.

Achiever's Pride

• Undertook financial restructuring of Reliance communications

• To spend Rs 16,000 crore to expand and strengthen network coverage

• After expansion, Reliance Communications will have the single largest

wireless network in the world

• Launched the lowest-cost classic brand handset at Rs 777

• Subscriber base grew to over 28 mn during last fiscal, registering 60% growth

• Total Revenue shot up to Rs 14,468 crore, an increase of 34%

• Net Profit rises to Rs 3,163 crore, an increase of over 600%

• Revenues of the wireless business increased by 46% to Rs 10,728 crore

• Broadband achieved revenue growth of 123% to Rs 1,144 crore

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 • Market capitalization crossed Rs 110,000 crore

• Will add 23,000 more towers

• Telecom services will be available in over 23,000+ towns and 600,000+

villages

• Next generation DTH network will be launched before end of the year

• No. 1 One GSM Network in India according to the Brand equity Survey 2009

• India’s Most Trusted Service Brand according to the Brand Equity Survery
2009

Reliance Communications' wireless subscriber base grew to over 28 mn last

fiscal, registering a 60% growth. This makes it one of the top five wireless operators
in India.

"Economic growth in the future will be indexed to connectivity of millions of

enterprise and individual customers. Over the next few years, we will have over 100
million customers, making us one of the top 5 telecom players in the world. In four
years, we put up a total of 14,000 towers across the country. This year alone we will
add 23,000 more towers. Our wireless network is currently available in 10,000 towns.
By the end of this year, it will be available in over 23,000 towns and 600,000
villages," Anil Ambani said at the first annual general meeting of Reliance
Communications since the re-organization of the Reliance Group in June 2005.

"In four years of operations, we invested around Rs 32,000 crore. This year alone
we will invest over Rs 20,000 crore. At the end of this year, we will have covered
over 90% of our population. If Version 1.0 of the Indian telecom story was all about
affordability, Version 2.0 will be about reach. Our Network expansion will give us the
power to drive the market and stay ahead of the curve," Ambani adds.

According to Ambani, the financial restructuring of Reliance Communications is

the biggest turnaround story in the history of corporate India. The inherited
ownership structure of Reliance Communications was complex. The reorganization
has yielded a simple, fair, and transparent ownership structure, and given Reliance
Communications 100% ownership of all operational and associate companies.

Reliance Communications is now among the three most valuable private sector
companies in India, and the five most valuable telecom companies in Asia. In the
current

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 Fiscal, Reliance Communications will spend Rs 16,000 crore to further expand
and strengthen its network coverage across India and the rest of the world.

In addition to organic growth, Reliance Communications will leverage the

advantages derived from this impressive financial platform to explore and pursue any
significant

Opportunities available in the telecommunications sector. "We are currently

evaluating a number of inorganic opportunities in select international markets to
further expand our footprint," Ambani said.

Reliance Communication’s One India, One Tariff plan allowed millions to connect
across India at just one rupee a minute. The company was the first one to break the
Rs 1,000 entry-barrier with the launch of the lowest-cost classic brand handset at Rs
777.

As per its expansion plan, Reliance Communications will have the single largest
wireless network in the world, covering over 950 mn Indians or more than 5% of the
global population. It will cover 23,300 towns or every single Indian habitation with a
population of over 1,000. Reliance Communications will cover almost 100% of all rail
routes, providing seamless voice, video, radio, and Internet connectivity to 14 mn
commuters every day. It will also cover almost 100% of all national highways, and
84% of all state highways, giving millions of users the power to talk, text, surf, play,
chat or simply stay in touch across nearly the entire length of India's 2,00,000-km-
long road network.

Having achieved tremendous growth, the main challenge for Reliance

Communications is to improve quality of service and ARPU. Its enterprise business
is also not in a position to compete with the global majors. Stock market valuations
may boost the fortunes of an entrepreneur, but Ambani needs to address the issues
faced by the growing mobile customer base, especially in India, where bureaucracy
takes pride in checking the businessman.

(2) History of Telecom Sector and Industry Milestones in India

1992 Telecommunication sector in India liberalized to bridge the gap through
government spending and to provide additional resources for the nation’s
telecom target. Private sector allowed participating.

1993 The Telecom industry gets an annual foreign investment Rs 20.6 million

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1994 National Telecom Policy 1994 announced. License for providing cellular
mobile services granted by the government of India for Metropolitan cities of
Delhi, Mumbai, Kolkata and Chennai. Cellular mobile service to be duopoly
(i.e. not more than two cellular mobile operators could be licensed in each
telecom circle), under a fixed license free regime for 10 years.

1995 19 more telecom circles get mobile licenses.

1995 (August)Kolkata became the first metro to have a cellular network

1997 Telecom Regulatory Authority of India and AUSPI is setup.

1998 Annual foreign investment in telecom stands at Rs 17,756.4 million

1999 FDI inflow into telecom sector falls by almost 90% to Rs 2126.7 million

1999 TRAI issues Telecommunication Interconnection (Charges & Revenue

Sharing) Regulations,

1999 (March) National Telecom Policy is announced

2000 (June) FDI inflow drops further coming down to Rs 918 million

2000 (Jul) Amendment of TRAI act.

2001 Limited Mobility Service Introduced

2002 Tata Teleservices Ltd acquires Hughes Telecom(I) Ltd providing

basic services in Maharashtra circle.

2002 Reliance Infocomm Ltd launches services across 17 circles on a country

wide basis in a phased manner

2004 Broadband policy announced.

2006 ‘One Nation-One Rupee’ tariff plan introduced by Reliance Infocom

2009 USOF subsidy support to BSNL to provide 8,61,459 wire-line Broadband

connections to individual users and Government Institutions from 27,789
DSLAMs for a period of 5-years.

(2) AN OVERVIEW OF CURRENT MARKET SCENARIO

To give a boost to the growth of the telecom infrastructure, Government decided the
following through NTP 99

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 ➢ Encourage development of telecom facilities in remote and rural areas of the
country
➢ Achieve teledensity of 7% by 2005 & 15% by 2010.
➢ Increase rural teledensity from 0.4% to 4% by 2010.
➢ Provide Internet access to all rural headquarters.
➢ Provide high speed data to all towns with population more than 2.2 lakhs.
➢ Permission to mobile operators to carry their own traffic.
➢ The telecom regulatory authority was given more power to administer and
monitor progress.
➢ Wireless Subscriber base crosses 400 million mark

➢ Telephony Subscribers (Wireless and Landline): 290.11 million (Feb 2008)

➢ Land Lines: 39.18 million

➢ Cell phones: d2450imillion (Feb 2008)

➢ Yearly Cell phone Addition: 72 million (2007)

➢ Monthly Cell phone Addition: 8.49 million (Feb 2008)

➢ Tele density: 25.31% (Feb 2008)

➢ Projected Tele density: 500 million, 40% of population by 2010

➢ Broadband subscribers reach 6.40 million mark in March 2009

The number of broadband connections in India have seen a continuous growth

since the beginning of 2006. At the end of August 2008, total broadband connections
in the country have reached 4.73 million. However the definition of broadband is
pretty constrained in India compared to other countries. A 256 kbit/s always on
connection is the definition of broadband in India compared to 2 Mbit/s in other
countries. However most ISPs ,especially the Government managed companies are
now offering speeds up to 16 Mbit/s.

BSNL, Sify, MTNL, STPI, Airtel, Netcom, Reliance Communications and

Heathway are some of the major ISPs in India. TRAI has defined broadband as 256
kbit/s or higher. However, many ISPs advertise their service as broadband but don't
offer the suggested speeds. Broadband in India is more expensive as compared to
Western Europe/United Kingdom and United States.

After economic liberalization in 1992, many private ISPs have entered the
market, many with their own local loop and gateway infrastructures. The telecom
services market is regulated by TRAI. ADSL providers include:
1
 • Reliance Infocomm

• Tata Communications Ltd. (VSNL)

• MTNL/BSNL

• Bharti Telecom (Airtel, Bharti Televentures)

Because of the increase in ISPs and the quality of service QoS, It became cheaper
to call India from around the world. Many Indians today, studying or living all around
the world, are using calling cards to India to speak with their families back home. It
used to be much more expensive prior to 2002.

Airtel and BSNL have launched 8 Mbit/s & Reliance Communication offers 10
Mb/s broadband internet services in selected areas recently . For home users , the
maximum speed for unlimited downloads is 1 Mbit/s , available for USD 60 (roughly ,
with taxes) Internet Users: 60,000,000 (September 2007) Source: Internet World
Stats.

Broadband Subscribers: Broadband in India is defined as 256 kbit/s and

above by the government regulator. Total subscribers were 2.3 million (April 2007)
Source: TRAI Internet Users: Number of Internet users in India is the 4th largest in
the world.

Though the number of internet users is high, the penetration level is still lower
than most countries across the globe.

Reliance Communications (formerly Reliance Communications Ventures) is

one of India's largest providers of integrated communications services. The company
has more than 20 million customers and serves individual consumers, enterprises,
and carriers, providing wireless, wireline, long distance, voice, data, and internet
communications services through a number of operating subsidiaries. The company
sells communications and digital entertainment products and services through its
chain of Reliance Web World retail outlets. The company's Reliance Infocomm
subsidiary provides wireless communications services throughout India. Reliance
Communications is part of the Reliance - Anil Dhirubhai Ambani Group.

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2
 The current network expansion undertaken by Reliance is the largest wireless
network expansion undertaken by any operator across the world.

It was with this belief in mind that Reliance Communications (formerly

Reliance Infocomm) started laying 60,000 route kilometres of a pan-India fibre optic
backbone. This backbone was commissioned on 28 December 2002, the auspicious
occasion of Dhirubhai’s 70th birthday, though sadly after his unexpected demise on
6 July 2002.

Reliance Communications has a reliable, high-capacity, integrated (both

wireless and wire line) and convergent (voice, data and video) digital network. It is
capable of delivering a range of services spanning the entire infocomm (information
and communication) value chain, including infrastructure and services — for
enterprises as well as individuals, applications, and consulting.

Today, Reliance Communications is revolutionizing the way India

communicates and networks, truly bringing about a new way of life.

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.

1
 SWOT
Strengths:
(3) BRIEF STUDY OF THE ORGANIZATION
Reliance Communications Limited founded by the late Mr. Dhirubhai H
Ambani (1932-2002) is the flagship company of the Reliance Anil Dhirubhai Ambani

Approx 275 m
Group. It is India's foremost truly integrated telecommunications service provider.
With a customer base of over 36 million including close to one million individual
overseas retail customers, Reliance Communications ranks among the top ten Asian

2008
Telecom companies. Its corporate clientele includes 600 Indian, 250 multinational
corporations and over 200 global carriers and owns and operates the world's largest
next generation, IP enabled connectivity infrastructure, comprising over 150,000
kilometers of fiber optic cable systems in India, USA, Europe, Middle East and the

Limited com
Asia Pacific region. For more information, visit:

Regarded as one of the foremost corporate leaders of contemporary India,

growing fast
Mr. Anil D Ambani, 49, is the chairman of all listed companies of the Reliance ADA
Group, namely, Reliance Communications, Reliance Capital, Reliance Energy and
Reliance Natural Resources.

He is also the president of the Dhirubhai Ambani Institute of Information and

Communications Technology, Gandhinagar

Exponential 1
 An MBA from the Wharton School of the University of Pennsylvania, Mr.
Ambani is credited with pioneering several financial innovations in the Indian capital
markets. He spearheaded the country’s first forays into overseas capital markets
with international public offerings of global depositary receipts, convertibles and
bonds.

Under his chairmanship, the constituent companies of the Reliance ADA

group have raised nearly US$ 3 billion from global financial markets in a period of
less than 15 months. Mr. Ambani has been associated with a number of prestigious
academic institutions in India and abroad.

He is currently a member of:

• Wharton Board of Overseers, The Wharton School, USA

• Board of Governors, Indian Institute of Management (IIM), Ahmedabad

• Board of Governors, Indian Institute of Technology (IIT), Kanpur

• Executive Board, Indian School of Business (ISB), Hyderabad

Select Awards and Achievements -

• Voted ‘the Businessman of the Year’ in a poll conducted by The Times of

India – TNS, December 2006

• Voted the ‘Best role model’ among business leaders in the biannual Mood of
the Nation poll conducted by India Today magazine, August 2006

• Conferred ‘the CEO of the Year 2004’ in the Platt’s Global Energy Awards

• Conferred 'The Entrepreneur of the Decade Award' by the Bombay

Management Association, October 2002

• Awarded the First Wharton Indian Alumni Award by the Wharton India
Economic Forum (WIEF) in recognition of his contribution to the establishment
of Reliance as a global leader in many of its business areas, December 2001.
• Reliance Communications Ltd. reported 4th quarter 2009 earnings of $6.75
per share on 04/30/2009.
• Reliance Communications Ltd. reported annual 2009 earnings of $27.41 per
share on 04/30/2009.

• Selected by Asiaweek magazine for its list of 'Leaders of the Millennium in

Business and Finance' and was introduced as the only 'new hero' in Business
and Finance from India, June 1999.

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(4) PRODUCT OFFERED BY RELIANCE INFOCOMM-
1. Reliance India Mobile
2. Reliance Broadband
3. Reliance Data card and USB modem
4. Reliance India Phone
5. Reliance Data Centre
6. Reliance India cell

We have obtained the No. of Buildings Wired by Reliance Broadband High Speed
Internet at the end of each quarter.

March-07: 488,661
June-07: 593,805
Sept-07: 666,368
Dec-07: 727,229
Mar-08: 787,567

However, the average revenue per broadband line has decreased from Rs
1,932 to Rs 1,760. Bharti Airtel had 794,400 broadband subscribers at the end of
March-08. The ARPU is at Rs 1,137. Bharti Airtel has been able to maintain the
ARPUs, because they upgrade the available broadband speed to the customer and
also try to increase the rates modestly. Even if 25% of the customers like me
upgrade ourselves, they are able to maintain the bottom line.

Just, FYI, RCom started with 128 Kbps in Apr-06 at Rs 699 for unlimited data
transfer. Today We are on 1 Mbps unlimited data transfer for Rs 2,222. Dramatic
increase in broadband speed in the past 2 years :-)

Of the current 2.52 million, Bharti Airtel broadband has 0.63 milllion and
Reliance Broadband around 0.7 million. BSNL and Tata indicom/VSNL together are
expected to have another 1 million and leaving the rest to other smaller ISPs. We
Would say mere 20 million by 2010 is not an ambitious target and India needs to
have atleast 50 million broadband subscribers [with speed of atleast 512
Kbps] assuming we will have 500 million phone [Wireless / Wire line] subscribers.
The need of the hour is to take aggressive measures as recommended by
2
ASSOCHAM and an action like that of Reliance Communications to provide WiMax
broadband in Bangalore and Pune.

TRAI has released the latest figures on Internet and Broadband subscribers in
India. At the end of December 2006 there were 2.05 Million Broadband subscribers.
Last audit in August 2006 pegged the Broadband subscribers at 1.7 Million. In all
India has 8.5 Million internet subscribers.

BSNL is the largest ISP with 44.6% market share followed by MTNL at
19.40%. Dial-up users spend mere 3 Hours a Month surfing the web.
At the end of quarter ending June-2007, India has mere 2.52 million broadband
subscribers [256 Kbps speed, it hasn't changed yet . A QoQ growth of just 8%. If we
grow at this pace [8% QoQ growth] then we will have mere 10.06 million by 2010 half
way through DoT’s Broadband Policy – 2004 target of 20 million broadband
subscribers by 2010. If the QoQ growth is @ 10% then we will have 14.01 million
subscribers by 2010.

(5) ORGANIZATIONAL SET UP

Reliance Communication Limited

CHAIRMAN

PRESIDENT PRESIDENT
PRESIDENT
(PRESONAL (ENTERPRISES
(HOME
BUSINESS) BUSINESS)
BUSINESS)

1
 SENIOUR
V.P

V.P

GM

DGM

AGM

SENIOUR
MANAGER

MANAGER

DUPTY
MANAGER

ASST.
MANAGER

MANAGEMENT

1
 TRAINING

Reliance Broadband Internet

ONE TIME BOOKING CHARGE RS 500/-

Reliance Broadband Plan:-

Monthly Plan Download Speed Bundled Usage Additional

Charges(Rs.) Usage(Rs.)
(Data Transfer)

400 75 Kbps Unlimited -----

750 150 Kbps Unlimited -----
799 300 Kbps Unlimited -----
999 400 Kbps Unlimited -----
1399 600 Kbps Unlimited -----
1
2199 1 Mbps Unlimited -----
299 2 Mbps 1 GB 0.90p
550 2 Mbps 2.5 GB 0.90p
750 2 Mbps 4 GB 0.90p
999 4 Mbps 4.5 GB 0.90p
1499 4 Mbps 7.5 GB 0.90p

Other Plan:-

• Online Speed Select Plan -> Select your speed while you surf.
• Night Unlimited Plan -> Unlimited surfing during night hours.
• Cross Pooling Plan -> Enjoy Data/Voice Services in a Fixed monthly rental.
• Combo Plan -> Pay rental for one service( Data or Voice ) & use another
service on no rental basis. Pay only according to usage for the second
service.

Fixed Landline Phone Tariff Plans:-

Plan Name Plan Plan Plan Plan 1000 Plan Plan ONE
250 350 500 1500 2000 INDIA299
Monthly Plan 250 350 500 1000 1500 2000 299
Charge (Rs)
Free Calls worth 200 300 500 1000 1575 2000 200
(Rs)
Rate per Call 1.20 1.20 1.10 1.00 0.90 0.85 1
Unit*(Rs/pulse)
For Reliance to 100 100 50 50 50 50 100
Reliance free
within circle

1
additional
rental charged (
optional plan)

CHAPTER - 2

Main Studies

 Objective
 Introduction of the Topic
 The problems being faced
 What does Company expect to do by solving the
problem

2
(1) OBJECTIVE :- How to achieve customer retention and increase the Sales
within the limited territory within the existing potential.

(2) INTRODUCTION OF THE TOPIC:-

Marketing Strategy

 Customer Generation - Tapping in to Internal Resources

 Employee base of more than 50,000 and a shareholder base of about

3.3 million was the best place to start as far as customers

 Every employee was offered 10 connections at a discounted rate.

2
  Dhirubhai Ambani Entrepreneurship Program – A New Way to Market.

 Reliance Infocomm fostered a new breed of entrepreneurs, as channel

partners.

 Aim of enrolling 200,000 individuals who are committed to acquiring

new customers and creating a new experience for them.

 Advertising – Educating Masses and Evoking Passions

 The Reliance mobile brand was branded as India Mobile to cash in on

patriotic feelings

 The main theme of the first campaign built on the vision of Reliance
Infocomm in bringing the power of telecommunications to every person

 This campaign helped to educate people on the importance of

telecommunication services.

 The next set of campaigns talked about the innovative product features
which differentiated Reliance Infocomm from its competitors.

 The advertisements announced that Reliance IndiaMobile was 'Kabhi

mobile, kabhi computer' (Sometimes Mobile, Sometimes Computer).

 In the subsequent campaigns Reliance started riding on movies and

cricket as themes.

 Use of Intensive Media Advertising after launching every new and

innovative product.

 RWorld – Reliance Way of Putting the World in Your Hands:

• Another important marketing strategy that Reliance Infocomm used was product
differentiation by mixing data applications with voice. Through RWorld – an inbuilt
Java enabled data feature of all Reliancephones.

RELIANCE COMMUNICATION LIMITED

1
Strength Weakness

• Low Price • Branding Image

• Network • Marketing problem
• Connectivity • Limited reach of wire lines.
• Flexible plans • Slowest Activation Process
• Cheap VAS Services • Limited Budget for Sales
• Reputed Brand Name Promotion

Opportunity Threat

• Preference of Flexible wired • Political destabilization.

plans • New Entrants
• IPTV introduction • IT Development
• Rural Telephony • Market Demand
• New Market, Vertical, Horizontal • Seasonality, Weather Effects
• Competitors` Vulnerabilities • New Product development by
competitors

(3) PROBLEM BEING FACED

• Competitors
• Not regular visit of DSE’s and DSA’s and Runner
• No Visit of ASM to feasibility study
• Not Proper Communication of Customers Complaint to the company
• Lack of instant complaint solving due to the lengthy documentation and
entertainment of complaint

(4) WHAT DOES COMPANY EXPECT TO DO BY SOLVING THE PROBLEM

• Customer Satisfaction

• Customer Retention
• Increase in Sale
• Service Excellence
• Increase in Revenue by Broadband Department

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 CHAPTER - 3

METHODOLOGIES

 Research problem

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  Research Objective & sub- objective
 Information Requirement
 Choice of Research Design
 Research Instrument used
 Schemes, Products & Sample size
 Field Work

(1) RESEARCH PROBLEM

 Collection of Customer Data of other companies –Tata Indicom, Airtel

& BSNL
 Sales associates and Sales Executive sometime gives wrong data
 Limitation of time and money

(2)RESEARCH OBJECTIVE

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 • To Retain the customer and increase the potential within the limited
territory
• To understand the reason of negative churn.
• To analyze the current perception of RCom with respect to other
companies.

(3) SUB OBJECTIVE

To know the demand of Rcom Broadband in as the demand of RCom

Broadband declining in the market

• To help in development and need of new product

• To identify the company position among competitors
• To determine those factors which persuade Customers to buy RCOM
broadband products.
• To find out which type of schemes customer prefer and why?

(4) INFORMATION REQUIREMENT

Complete Price structure of Rcom, Airtel & Tata Indicom offer which includes:

• Installation and Processing Fees

• Discount Offered

• Schemes offered
• Service Tax

(5) SOURCES OF INFORMATION

• Data collected from the Company

• Secondary Data
• Internet
• Sales Associates
• Sales Executives
• Other Trainees (Runner)
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(6) SCHEMES, PRODUCTS

RELIANCE PRODUCT

 Reliance Broad Band

 Reliance Fixed Line Phone

 Reliance Mobile

 Reliance Data Card

 Reliance Voucher, E-Recharge

 Reliance PCO

(7) FIELD WORK

1. Marketing visiting & Survey (10/5/2009 to 10/6/2009)

2.Approach for new customers (10/6/2009 to 20/7/2009)

MARKETING VISITING & SURVEY – 1st June was my first day of summer training

in Reliance communication in Pune. I met to Mr. Tasneem Siddiqui sir. He took my

interview and selects me for summer training. Then he chose my mentor. Mr. Vijay

Ranjan Sir who guides me in summer training. After that I had to do my summer

training under in Vijay sir.

First day I went to the Existing Customer of RCom whose connection were

terminated in recent days. Then I met to the ASM Mr. Vijay Sir and got the all

information about the market and knew that how they work and how increase the

goodwill of R. Communication. They give the regular information about current

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scheme & plan. We saw that there were more flexible plans then any other

subscriber in compare to the Reliance Communication.

Time of visiting to Customers I learnt all those thing how to explain in front of

customer about the plan & schemes and main thing I learnt there how to convince for

accepting a big budget schemes. We familiarized with some kinds of problems those

having been Sales Executive and Sales Associates, in his working day with

customers. After finishing all the customers I went again to the main office for

reporting my work to Vijay sir. Along with all work we had to also seen those some

customers which did not keep Reliance Broadband. The main reason through which

they can’t keep the above given facilities is that they were not telling their problem

with us. For removing these problems, there was only one way that they have to tell

us their problem with us through which we can get remove that problem by informing

to the operation and maintenance department. Therefore at last I asked the problem

and they shared with us their problem. Since I was a junior therefore it was my

responsibility to keep all the problems in front of Mr. Vijay sir.

It was my marketing visiting for the 40 days which was the great experienced

work for me. In this period I learnt some kinds of idea for increasing the sale,

customer retention and also I got familiarized with those problems which generally

come in the market for selling purpose.

APPROACH FOR CORPORATE OR INSTITUTIONAL CUSTOMER- I went with

Corporate SE’s to the Institutions and Corporate office and met to the HR Managers

and understand the way that how to convince the corporate customer and how to

negotiate with the plan. The plan for corporate customers are flexible and can be

decided according to the need of corporate customer and the type of service they

needed. It’s a good experience for me.

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APPROACH FOR NEW RETAIL CUSTOMER – In the second phase of my training I

got the target for 10 new customers in the whole area that comes under in Vijay sir. I

achieved my target within 7 days for the 10 customers new approach I moved all

around the area which comes under in Mr. Vijay sir. I was having the different kinds

of plans and schemes through which I could make the new customers. Area was as

follow:

Pune-Chinchwad Station, MIDC, Bhosari, Phugewadi.

I got my 100% target. It was the good achievement for me and according to

Mr. Vijay sir it was the much appreciated work which was done by me.

RESEARCH METHODOLOGY

Research methodology is a way to systematically do the job. It may be

understood as a science of studying how research is done scientifically. The most

desirable approach with regards to the selection of the research methodology

depends on the nature of particular work, time and resources available along with

the desire level of accuracy.

Research Type Descriptive Research

Data Source Primary Data and Secondary data

Research Instrument Questionnaire design and Govt. sources

Type of Questionnaire Structured

Population Date 443

Sample Size 100

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Sampling Method Judgmental

Contact Method Personal Interview

CHAPTER - 4

Data Analysis & Interpretation

 Data Interpretation & Finding of customer Survey

 Market share of mobile subscribers

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(1) DATA INTERPRETATION OF CUSTOMER’S SURVEY

Most Influencing factor of consideration while purchasing broad band

No. of Respondent % of people
brand name 10 10
flexibility in tariff plan 40 40
price 30 30
easy availability 5 5
after sale service 10 10
others 5 5
total 100 100

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 Interpretation- As shown in the graph it was found that 40% people gives
most preferred option to flexibility in plans and 30% people are price conscious,
10% people give preference to after sales service and brand name equally.

Satisfaction level in consumer from RCom services

After sales
avg. figure Tariff plan price
service
Reliance 9 9 5
Airtel 7 7 8
Tata 8 8 8
BSNL 5 6 6

Interpretation- As shown in the graph it was found that satisfaction level of

customer from Reliance communication towards tariff plan is excellent and then it
isn approx. same for airtel and tata indicom in broadband sector. BSNL has the
least satisfied customer in terms of tarrif plan.

Interpretation- As shown in the graph it was found that satisfaction level of

customer from Reliance communication towards Pricing is excellent and then it is
approx. same for Airtel and Tata Indicom in broadband sector. BSNL has the least
satisfied customer in terms of pricing.

Interpretation- As shown in the graph it was found that satisfaction level of

customer from Reliance communication towards after sales serice is found worst and
then it is approx. same for airtel and tata indicom in broadband sector. BSNL has
the moderate satisfied customer in terms of after sales service.

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 Reliance broadband is better than any other company
Buyer Behaviour no. of respondant %of people
strongly agree 20 20
agree 38 38
neutral 19 19
disagree 18 18
strongly disagree 5 5
total 100 100

Interpretation – It is found that Buyer readiness state for Reliance Broadband in

which 20% people are strongly agree with reliance broadband and 38% people are
agree and 19% people are neutral. 18% people are disagree and 5% people are
strongly disagree.

Problem most suffered by Rcom Customer

no.of %of
respondant people
 Service level 40 40
 Claim level 15 15
 Product availability 20 20
 Product awareness 25 25

Interpretation- The most irritating problem is the poor service level between
customers. 40% customers out of 100 sample data are not satisfied with service.
Then 25% customers are not able to use current new schemes because of the
unawreness about the new products. 20% customer don’t take or retract service
because of feasibility problem and 15% people are annoyed from claim process.

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 Chapter - 5

Conclusions

 Conclusion
 Finding
 Problems

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 Conclusion

Indian economy is an emerging one and is growing very fast at the average
GDP rate 6-8% so in this emerging market competition level among
telecommunication services provides new players are coming who will necessarily
intensify the competition. New products and new schemes are being offered by the
telecom service providers. The need for large information capacity has grown
tremendously due to the demand of real time information. Telecommunication has
now become a major information transmission system and telecom has undoubtedly
emerged as the most important industry in India. Indian telecom companies are
putting in their best offer to rope in major telecom operators of the world e.g.
Vodafone, Aircel and MTNL, Virgin etc. are playing their role in synergy with the
operation of the Indian companies. Process of acquisition and merger are in process
and future will be only for those companies who have an edge over others in the
field. The better quality of service etc. is provided at affordable cost. In this process
of competition it is assumed that only those companies will survive who adopt
suitable market strategy and technology innovation and up gradation to suit the
aspiration and demand of the consumer.

Reliance Netlink Pvt. Ltd. An Anil Ambani Group is very fast catching up with
the market by providing cheaper tariff rates. The market strategies adopted by its
executives are bearing fruits and the company has found a suitable niche and
recognition in the consumer. But this is not a thing for self contentment as the survey
reveals that in network, service and distributor, its place is very far behind to other
competitors viz. Airtel, BSNL, and Tata indicom etc. so to withstand the competition
resources mobilization and technological innovation on the part of cos. To upgrade
its quality of network and services is urgently called for.

Market access and growth is alright but the improvement of quality on the
above counts is necessity of the time.

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Trainee(my) finding-
Services provided by SE’s and SA’s: -

Satisfaction: -

Most of the Corporate customers i.e. around 56% of respondents are satisfied
with RComm Broadbrand, 20% of them push RCOMM brand to the customer and
rest 24% retailers are not satisfied with RComm brand due to claim pending and the
bandwidth problem. The corporate customer’s complaint don’t get entertained in time
by company as easily as possible properly.

Most of the Retail customers i.e. around 50% are dissatisfied with RCom
Broadband services , around 35% are partially satisfied with RCom Services and
rest shows the averse behavior towards the RCom brand and it is of 15% in terms of
percentage.

Problems: -

Around 25% of the respondents that there is Bandwidth problem with RCom, on the
other hand they found its competitors viz. Airtel, BSNL, TATA indicom network
connectivity of very good level.

Around 40% customers found that RCom first bill of broadband is not comprehensive
to them and they are charging more. But actually it is due to the not proper
communication of payment details and proper mentioning of bills. Hence the retail
customer or intituitional customer don’t pay bill and RCom lose the customer.

Many customers around 50% are get frustrated by its first installation time. The
installation time for Broadband is quite high and its pathetic in comparison to the
other subscribers.

Support from company: -

Most of the customer says that they are not supported by the companies’ personnel
& companies’ helpline.

All companies provide POP at right time and in adequate number.

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But actually customer said that the Company Personnel doesn’t communicate the
Customer care numbers as well as the relevant authority whom they can cater their
complaint. Hence customer become frustrated with their problem.

Sales Promotion budget-

Reliance Communication believes in aggressive selling but it does not look for sales
promotion and sales executive’s motivation. Hence the frontline management should
be motivated by giving attractive incentive and bonus. It is existing nowadays also
but it is not lucrative.

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 Chapter – 6

Suggestions

Appendices

 Bibliography
 Questionnaire

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 SUGGESTIONS

On the basis of extensive study and research, here are some recommendation
and suggestion which may help the company to market the product and service
more profitability and increase its share in the Telecom market.

– Problem handling should be made easy for the customers as the procedure of
handling problem is very lengthy. Hence, customer care should direct forward
the complaint to the maintainance department and get sort out the problem.
– Customer should be recalled after confirmation of maintainace department
that the problem has been resolved or not.
– Sales executives and Sales associates should be motivated perpetually to
increase the sales and they should have been given the particular prospects
to create customers.
– Sales promotion activites for big organization say industries should be opted
for selling broadband and fixed line phones at an attractive prices.
– As the demand for reliance broadband is good hence company should go for
service excellence otherwise competitor will catch up the customers by
service issue of RComm. Hence Customer will shift to other subscribers.
– I have analyzed that the customer complaint is not entertained as they desires
hence customer should be cater and confirmed by telecalling about the
problem and satisfaction.

(1) Promotional Activities

The company expand the budget allocation for promotional campaign for
sales executives and sales associates because these are the people are actually
responsible for actual sales and revenue. It has affected the sale service brand
image of Reliance especially in Pune. Low supports in promotion have lead to
fluctuation in sale. As Pune and other metro cities requires more money for survival
at lower management level. Hence hike in salary or some motivational incentives
should be given to SE’s and SA’s.

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(2)Advertising –

Advertising should have a clear objective and message, which has not been
found in recent ads. Reliance is a faster growing provider service in each state
.every offers and schemes they should show with proper message for benefit to the
customer. In busy life customer do not remembered any offers and which service we
can provided for the customer therefore they should by force showing advertisement
in growing market and among customer .customers wants continuously exposure in
Cable and Local newspapers.

(1) Persuasive Advertising :-

Now there is a need of persuasive advertising for Reliance service which can be
moved into the category of “comparative advertising”. It will help the company to
establish the superiority of its brand service through specific comparison of one or
more attributes and features.

(2) Technical Expertise:-

The advertisement should show the companies expertise, experience and

pride in market the product service sale.

(5) Media :-

A combination of print ads and TV commercial do a better job. Local ads and
publicity should be giving more stress. Hoardings, banners, wall painting should be
promoted. Ads on Cable network result greater audience attention. Schemes, gift
offers etc. must be highlighted through Radio and Local newspapers. BSNL and
aircel are the best user of Media Services.

(6) Sales Promotion -

• Cash discount

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 • Premiums
• Appointment of sale promoter
• Financial schemes

(7)Occasional Discount -
The company may go for occasional discount offers or price off from time to
time specially during any festival. Off season discount may also prove helpful to
check fluctuating sales.

BIBLIOGRAPHY

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BOOKS

Marketing Management - Phillip Kotler

Marketing Research - Tull & Hawkins

MAGAZINE

Business Today

Advertising & Management

NEWSPAPERS

Economic Times

Hindustan Times

WEBSITE

www.COAI .in

www.trai.co.in

www.AUSPI .in

The relevant information from the internal source of the organization.

Questionnaire

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1. Most Influencing factor of consideration while purchasing broad band?

• brand name
• flexibility in tariff plan
• easy availability
• after sale service
• others

2. Can You evaluate Brand on the Basis of Best Flexible Tariff Plan?

• Airtel
• Reliance
• Tata
• BSNL

3. Can You evaluate Brand on the Basis of Best Pricing?

• TATA
• Airtel
• Reliance
• BSNL

4. Can You evaluate Brand on the Basis of Best After Sales Service?

• TATA
• Reliance
• Airtel
• BSNL

4. What is the nature of problem you face with the Most with RCom?

 Service level
 Claim level
 Product availability
 Product awareness
5. Is the Reliance Broadband better than any other company?
• Strongly Agree
• Agreee
• Neither Agree Nor Disagree
• Disagree
• Strongly Disagree

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6. Are you aware about new scheme of RCom?

• Yes
• No

7. If no, why are you not aware about scheme ? Because of

• Inadequate advertising
• Communication from SA’s
• Unawareness about new products
• Other Reason_________.