CUSTOMER SATISFACTION TOWARDS RELIANCE GSM SERVICES

IN PARTIAL FULLFILLMENT OF THE MASTER OF BUSINESS ADMINISTRATION SUBMITTED BY

DUTIKRUSHNA SAHU Regd. 0941333043

Under The Guidance Of Miss.Alaka Samantaray

INSTITUTE OF BUSINESS & COMPUTER STUDIES BHUBANESWAR, ORISSA, INDIA.

BONAFIDE CERTIFICATE
This is to certify that Mr. Ankur Sharma, has been found Satisfactory in the continuous internal evaluation of project report entitled Customer Reliance B.com satisfaction towards

GSM for the requirement of under MJP Rohilkhand

(Hons.)

University

Date: Faculty Guide

Signature of the

ACKNOWLEDGEMENT
I express my sincere gratitude of the following dignitaries for helping me and providing necessary information during various stages of project thereby making it successful. It is a great privilege to express deep sense of gratitude and in debt ness to the Retail and Sales Manager Mr.Biswajit Pattnaik, for his keen interest, constant encouragement and indefatigable enthusiastic guidance. I am also thankful to my Guide Mr. Ashok Sharma, Faculty, for his help in my documentation. Last but not the least I express my sincere thanks to my friends who have extended their help in completion of this project report.

Ankur Sharma

TABLE OF CONTENTS
ACKNOWLEDGEMENT...................................................................................ii TABLE OF CONTENTS..................................................................................iii Introduction................................................................................................ vi Theoretical Background of the Topic.......................................................vi Customer Satisfaction..........................................................................vi Skills of Marketers...............................................................................viii Method to Measure Customer Satisfaction............................................x Introduction to Telecom Industry..........................................................xi Market Share of Public and Private Industry........................................xv The Global Cellular Mobile Industry....................................................xvi Research Objectives.............................................................................xxiii 1.1 General Overview of Indian Telecom Industry....................................1 1.1.1 Indian Telecom Sector..................................................................3 1.1.2 Market Size, Players and Trends:- ...............................................4 2. COMPANY PROFILE..................................................................................8 2.1 Vision..................................................................................................9 2.2 RELIANCE Anil Dhirubhai Ambani Group..........................................9 2.3 Structure..........................................................................................11 2.4 Reliance Symbol...............................................................................12 2.5 Reliance Brand Colours....................................................................13 2.6 Chairmans Profile............................................................................13 2.7 About GSM .........15

2.7.1 Reliance GSM ............................................................................15 Promotion..............................................................................................19

2.8.1 Advertising.................................................................................19 Personal Selling...................................................................................20 2.8.3 Publicity......................................................................................20 2.8.4 Public Relation............................................................................20 2.8.5 Sales Promotion.........................................................................21 Consumer Sales Promotion.....................................................................22 Coupons:.............................................................................................23 Rebates:..............................................................................................24 Promotional Pricing:............................................................................26 Trade-In:..............................................................................................26 Loyalty Programs:...............................................................................27 Sampling and Free Trials:....................................................................27 Free Product:.......................................................................................28 Premiums:...........................................................................................28 Contests and Sweepstakes:................................................................28 Demonstrations:..................................................................................29 Personal Appearances:........................................................................29 An in-person appearance by someone of interest to the target market, such as an author, sports figure or celebrity, is another form of sales promotion capable of generating customer traffic to a physical location. However, as with demonstrations, personal appearance promotion can be expensive since the marketer normally must pay a fee for the person to appear................................................................................................29 Trade Sales Promotions:.........................................................................30 Point-of-Purchase Displays:.................................................................30 Advertising Support Programs:............................................................31 Short Term Trade Allowances:............................................................31 Sales Incentives or Push Money:.........................................................32 Promotional Products:.........................................................................32 Trade Shows:.......................................................................................32

Business-to-Business Sales Promotions:.................................................33 2.9.4 Trends in Sales Promotion..........................................................34 Electronic Delivery:.............................................................................34 Tracking:.............................................................................................35 Internet Communication:....................................................................35 Clutter and Need for Creativity:..........................................................35 Customers Expectations:.....................................................................36 2.9.5 Sales Promotion Tool Adopted by R.Comm. for GSM..................37 SWOT Analysis of Reliances GSM......................................................52 3. METHODOLOGY.....................................................................................54 3.1 Design of the Study..........................................................................54 3.2 Data Collection Source ....................................................................54 3.3 Sampling..........................................................................................55 3.4 Sample Size......................................................................................55 3.5 Sample Technique............................................................................55 3.6 Field Work Details............................................................................55 3.7 Limitations of the Research..............................................................56 ANALYSIS..................................................................................................57 CONCLUSION & FINDINGS.........................................................................77 5. METHODOLOGIES..................................................................................79 6. SUGGESTIONS.......................................................................................80 ANNEXURE .................................................................82

Introduction
Theoretical Background of the Topic

Customer Satisfaction According to Philip Kotler, satisfaction is a persons feelings of pressure or disappointment resulting from products perceived performance (outcome) in relation to his or her expectations. Customer satisfaction is the level of a persons felt state resulting from comparing a products perceived performance (outcome) in relation to the persons expectations. This satisfaction level is a function of difference between perceived performance and expectations. If the products performance, exceed expectation the customer highly satisfied or delighted. If the performance matches the expectations the customer is satisfied. If the products performance fall shorts of expectations the customer is dissatisfied. 1 Many companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch when a better offer comes along. High satisfaction or delight creates an emotional affinity with brand. 2 Variety of factors that affect customer satisfaction includes product quality, product availability and after sales support such as warranties

and services. Customer satisfaction is seen as a proof of delivering a quality product or service. It is believed that customer satisfaction brings sales growth, and market share. A company can always increase customer satisfaction by lowering its price or increasing its services but this may result in lower profits. Thus the purpose of marketing is to generate customer value profitability. 3 India is on the threshold of a new millennium. India chose for global economy, exposing her to winds of change in the market place, which has expanded vastly and become fiercely competitive. In the changed environment, decision makers view the marketing concept as the key to success. Marketing in practice has to manage products, pricing, promotion and distribution.

A successful product can be developed by exploding these opportunities. While delivering the value of the consumer we make use of marketing support. This support is based on the knowledge of consumers and distribution. Marketing support both at the introduction of products and maturing is considered

Marketing, as suggested by the American Marketing Association is "an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders".

The two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management). Marketing methods are informed by many of the social, particularly psychology, sociology, and economics. Anthropology is also a small, but growing, influence. Market research underpins these activities. Through advertising, it is also related to many of the creative arts.

For a marketing plan to be successful, the mix of the four "Ps"1 i.e. product, price, place, promotion must reflect the wants and desires of the consumers in the target market. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on marketing research, both formal and informal, to determine what consumers want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical application of this process. The offer is also an important addition to the 4P's theory.

Skills of Marketers Marketers have 4 main skill sets that they bring to an enterprise:
1

1) Opportunity Identification: Marketing begins before there is a

product to sell. Many people think marketing is just selling whatever comes out of the manufacturing plant. It's the job of marketing to decide WHAT comes out of the manufacturing plant in the first place. Before a business can make money there must be opportunities for money to be made and it's marketing's job to define what those opportunities are. Marketers analyze markets, market gaps, trends, products, competition, and distribution channels to come up with opportunities to make money.

2) Competitive strategy/positioning: Markets consist of groups of competitors competing for a customer's business. The job of marketing is to decide how to create a defensible sustainable competitive advantage against competitors. Marketers conceive strategies, tactics, and business models to make it hard if not impossible for competition to take away customers from their business. 3) Demand generation/management It's the job of marketing to create and sustain demand for a company's products. Marketers manage demand for a company's products by influencing the probability and frequency of their customer's purchase behavior.

4 ) Sales:

The ultimate goal of marketing is to make money for a business. In most companys sales is a different discipline and department from marketing. But in order for salespeople to have any long term success in a company they must be led by marketing. The better job a company does of identifying opportunities, creating a differential sustainable competitive advantage, and generating demand for their products the easier it will be for salespeople to make sales.

Method to Measure Customer Satisfaction

Companies use the following methods to measure customer satisfaction. 1 ) Complaints and suggestion system: companies obtaining complaints through their customer service centres, and further suggestions were given by customers to satisfy their desires. 2) Customer satisfaction surveys Responsive companies obtain a direct measure of customer satisfaction by periodic surveys. They send questionnaires to random sample of their customers to find out how they feel about various aspects of the companys performance and also solicit views on their competitors performance. It is useful to measure the customers willingness to recommend the company and brand to other persons. 3 )Lost Customer Analysis.

Companies should contact customers who have stopped buying or who have switched to another supplier to learn why this happened. 4 )Consumer Behavior Vs Consumption Behavior Consumer behavior refers to the manner in which an individual reaches decision related to the selection, purchases and use of goods and services. Walters and Paul says that, consumer behavior is the process where by the individuals decides what, when, how and from whom to purchase goods & services. Consumer behavior relates to an individual person (Micro behavior) where as consumption behavior relates to and to the mass or aggregate of individuals (Macro behavior) consumers behavior as a study focuses on the decision process of the individual consumer or consuming unit such as the family. In contrast the consumption behavior as a study is to do with the explanation of the behavior of the aggregate of consumers or the consuming unit. Consumer is a pivot, around which the entire system of marketing revolves. The study of buyer behavior is one of the most important keys to successful mark

Introduction to Telecom Industry The Indian Telecommunications network with 110.01 million

connections is the fifth largest in the world and the second largest among the emerging economies of Asia. Today, it is the fastest growing market

in the world and represents unique opportunities for U.S. companies in the stagnant global scenario. The total subscriber base, which has grown by 40% in 2005, is expected to reach 250 million in 2007. According to Broadband Policy 2004, Government of India aims at 9 million broadband connections and 18 million internet connections by 2007. The wireless subscriber base has jumped from 33.69 million in 2004 to 62.57 million in FY2004- 2005. In the last 3 years, two out of every three new telephone subscribers were wireless subscribers. Consequently, wireless now accounts for 54.6% of the total telephone subscriber base, as compared to only 40% in 2003. Wireless subscriber growth is expected to bypass 2.5 million new subscribers per month by 2007. The wireless technologies currently in use are Global System for Mobile

Communications (GSM) and Code Division Multiple Access (CDMA). There are primarily 9 GSM and 5 CDMA operators providing mobile services in 19 telecom circles and 4 metro cities, covering 2000 towns across the country.

Evolution of the industry-Important Milestones Year 1851 First operational land lines were laid by the government near Calcutta (seat of British power)

1881

Telephone service introduced in India

1883

Merger with the postal system

1923

Formation of Indian Radio Telegraph Company (IRT)

1932

Merger of ETC and IRT into the Indian Radio and Cable Communication Company (IRCC)

1947

Nationalization of all foreign telecommunication companies to form the Posts, Telephone and Telegraph (PTT), a monopoly run by the government's Ministry of Communications

1985

Department of Telecommunications (DOT) established, an exclusive provider of domestic and long-distance service that would be its

own regulator (separate from the postal system)

1986

Conversion of DOT into two wholly government-owned companies: the Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas.

1997

Telecom Regulatory Authority of India created.

1999

Cellular Services are launched in India. New National Telecom Policy is adopted.

2000

DoT becomes a corporation, BSNL

A large population, low telephony penetration levels, and a rise in consumers' income and spending owing to strong economic growth have helped make India the fastest-growing telecom market in the world. The first and largest operator is the state-owned incumbent BSNL, which is

also the 7th largest telecom company in the world in terms of its number of subscribers. BSNL was created by corporatization. while DTS (Department of Telecommunication Services), a government unit responsible for provision of telephony services. Subsequently, after the telecommunication policies were revised to allow private operators, companies such as Bharti Telecom, TATA Indicom, Vodafone, MTNL, Idea, Vodafone and BPL have entered the space. Major operators in India. However, rural India still lacks strong infrastructure. The total number of telephones in the country crossed the 300 million mark on June 18 2008The overall tele-density has increased to 36.98% in March 2009 .In the wireless segment, 15.87 million subscribers have been added in March 2009. The total wireless subscribers (GSM, CDMA & WLL (F)) base is more than 391.76 million now. The wire line segment subscriber base stood at 38.22 million with a decline of 0.13 million in October 2008.

Market Share of Public and Private Industry The fixed line and mobile segments serve the basic needs of local calls, long distance calls and the international calls, with the provision of broadband services in the fixed line segment and GPRS in the mobile

arena. Traditional telephones have been replaced by the codeless and the wireless instruments. Mobile phone providers have also come up with GPRS-enabled multimedia messaging, Internet surfing, and mobilecommerce.The much-awaited 3G mobile technology is soon going to enter the Indian telecom market. The GSM, CDMA, WLL service providers are all upgrading them to provide 3G mobile services. Along with improvement in telecom services, there is also an improvement in manufacturing. In the beginning, there were only the Siemens handsets in India but now a whole series of new handsets, such as Nokia's latest Nseries, Sony Ericsson's W-series, Motorola's PDA phones, etc. have come up. Touch screen and advanced technological handsets are gaining popularity. Radio services have also been incorporated in the mobile handsets, along with other applications like high storage memory, multimedia applications, multimedia games, MP3 Players, video generators, Camera's, etc. The value added services provided by the mobile service operators contribute more than 10% of the total revenue.

The Global Cellular Mobile Industry Global telecom sector Earnings visibility

Earnings growth is being driven by improving pricing conditions, stabilizing operating trends, aggressive cost cutting initiatives, a positive regulatory environment, strong wireless growth, and new market opportunities. This has translated into greater visibility of forward earnings as evidenced by recent increased analyst upgrades within the sector. Merger synergies Given the substantial amount of excess capital available in the sector and in private equity we expect to see additional merger and acquisition activity, albeit at a slower pace than recently witnessed. Global telecom M&A deals over the past two years have reflected market expansion but have also had a positive effect on the buyers balance sheets. Partnering companies have begun realizing their synergies through cost reductions and economies of scale. In the US, the largest three companies now account for over 70% of the sector market cap; this compares to 34% in 1990. Trends in bundled services are also paving the way for additional M&A activity. Sector consolidation will further increase the importance of stock selection.

Growth While cost-cutting has been a major source of earnings growth, we have seen top-line pressures decreasing which will help revenues become a

larger driver of earnings growth again. We see growth within the sector coming from a number of areas including: broadband, 3G (third generation) technology, expansion in emerging markets. Broadband penetration has been accelerating as internet customers are seeking faster downloads for audio and video files. 3G services, which facilitate the simultaneous transfer of both voice and non-voice (i.e. video, downloads, SMS, etc.) data are providing mobile users with a much more robust communication platform and should finally begin to realize their growth potential in 2007. Emerging market companies benefit from low penetration rates and also tend to have lower leverage, higher margins and higher growth than most developed markets telecom companies. Global opportunities It has become less difficult to find attractive telecom investment opportunities globally than it was a year ago. As the fog has lifted from the sector, there are increased opportunities within both the growth and value spaces.

Definition of Cellular/Mobile phone

The Cellular telephone (commonly "mobile phone" or "cell phone" or "hand phone") is a long-range, portable electronic device used for mobile communication. In addition to the standard voice function of a telephone,

The Global Cellular Mobile Industry: The global mobile phone industry is based on many different

manufacturers and operators. The industry is based on advanced technology and many of the manufacturers are operating in different industries, where they use their technological skills, distribution network, market knowledge and brand name. Four large manufacturers of mobile phones are today dominating the global mobile phone industry &networks; Nokia, Sony Ericson, Samsung and Motorola . Airtel, Bsnl , tataindicom ,Vodafone, reliance, others. In addition to these companies there are many manufacturers that operate globally and locally.

Telecom Industry in India

 The telecom industry is one of the fastest growing industries in India. India has nearly200 million telephone lines making it the third largest network in the world after China and USA. With a growth rate of 45%, Indian telecom industry has the highest growth rate in the8world. Much of the growth in Asia Pacific Wireless Telecommunication Market is spurred by the growth in demand in countries like India and China. Indias mobile phone subscriber base is growing at a rate of 82.2%. China is the biggest market in Asia Pacific with a subscriber base of 48% of the total subscribers in Asia Pacific. Compared to that Indias share in Asia Pacific Mobile Phone market is 6.4%. Considering the fact that India and China have almost comparable populations, India slow mobile penetration offers huge scope for growth. History of Indian Telecommunications

It was Started in 1851 ,when the first operational land lines were laid by the government near Calcutta (seat of British power). Telephone services were introduced in India in 1881. In 1883 telephone services were emerged with the postal system. Indian Radio Telegraph Company (IRT)

was formed in 1923. After independence in 1947, all the foreign telecommunication companies were nationalized to form the Posts, Telephone and Telegraph (PTT), a monopoly run by the government's Ministry . Telecom sector was considered as a strategic service and the government considered it best to bring under state's control. The first wind of reforms in telecommunications sector began to flow in 1980s when the private sector was allowed in telecommunications equipment manufacturing. In 1985, Department of Telecommunications (DOT) was established. It was an exclusive provider of domestic and long distance service that would be its own regulator (separate from the postal system). In 1986, two wholly governmentowned companies were created: the Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas.

In 1990s, telecommunications sector benefited from the general opening up of the economy. Also, examples of telecom revolution in many other countries, which resulted in better quality of service and lower tariffs, led Indian policy makers to initiate a change process finally resulting in opening up of telecom services sector for the private sector. National Telecom Policy(NTP) 1994 was the first attempt to give a comprehensive roadmap for the Indian telecommunicationssector.

In 1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI was formed to act as a regulator to facilitate the growth of the telecom sector.. Telecommunication sector in India can be divided into two segments: Fixed Service Provider (FSPs), and Cellular Services. Fixed line services consist of basic services, national or domestic long distance and international long distance services. The state operators (BSNL and MTNL), account for almost 90 per cent of revenues from basic services. Private sector services are presently available in selective urban areas, and collectively account .Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). The GSM sector is dominated by Airtel, Vodfone-Essar, and Idea Cellular, while the CDMA sector is dominated by Reliance and Tata Indicom. Opening up of international and domestic long distance telephony services are the major growth drivers for cellular industry. Cellular he tariffs on airtime, which along with rental was the main source of revenue. The reduction in tariffs for airtime, national long distance, international long distance, and handset prices has driven demand.

Classification of Telecommunication services

1. Basic services 2. Cellular services

3. Internet Service Provider (ISP)

Research Objectives Scope of study: scope is limited to Bareilly only

Objectives of the study: This project aims at studying the present market scenario and customer satisfaction towards Reliance GSM The companies want to capture the market study concerns with evaluating fast developing area and so all the service providers were taken to measure the satisfaction of customer

The main objective of the study are:

1. Service providers in the market which are not reaching the customer. 2. To study the customer satisifaction towards mobile service providers. 3. To study and identify how the customers are benefited. 4. To evaluate the major service provider satisified the customer. 5. To assess the needs, requirements and expectations of the customers in order to assess their current satisfaction levels.

6. To know the attitude, enthusiasm regarding the service provided to customers. 7. To understand the performance of different brands in the market on various parameters like product quality, performance of the customer relationship officer (CRO), service quality, range and selection of products available.

Sales promotion, a key ingredient in marketing campaigns, consists of collections of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade. Sales promotion includes tools for consumer promotion (samples. coupons, cash refund offers, premiums, free trials, warranties, point-of-purchase displays, demonstrations); trade sales promotion (prices off, advertising and display allowances and free goods).

Since an increase in profits is the major goal of a company that introduces a product into a market, the sales promotion is very important. The understanding of sales promotion, can help a company to understand and realize when it is time to introduce sales promotions and its position in the market compared to competitors.

Companies spend large amounts of money on business and sales force promotion tools. These tools are used to gather business leads, impress and reward customers, and motivate the sales force to greater effort. Therefore it is very important to understand the sales promotions for a Business firm or industry to generate both sales & profits.

Exactly ten years ago, Jyoti Basu in Calcutta called Sukh Ram in Delhi in what was the first mobile phone call in India. Brick sized cell phones used to cost Rs. 45,000 and each call costed Rs. 16.5/minute. Back then, cell phone was a status symbol. Today, there are over 60 million mobile connections in India (expected to double in number in next 12 months). A local call costs around less than Rs 1/min and a cell phone can be purchased for less than Rs. 2000.

1.1 General Overview of Indian Telecom Industry

The Indian telecom market has been displaying sustained high growth rates. Riding on expectations of overall high economic growth and consequent

rising income levels, it offers an unprecedented opportunity for foreign investment. A combination of factors is driving growth in the telecom market, promising rich returns on investments. India is the fourth largest telecom market in Asia after China, Japan and South Korea. The Indian telecom network is the eighth largest in the world and the second largest among emerging economies. The Indian telecom market size of over US $ 8 billion is expected to increase three fold by 2012. The expansion of the telecom industry in India has been fuelled by a massive growth in mobile phone users, which has reached a level of 10 million users in December 2002, an increase of nearly 100 per cent in 2002. This exponential growth of mobile telephony can be attributed to the introduction of digital cellular technology and decrease in tariffs due to competitive pressures. For the first time in India, the growth of cellular subscriber base has exceeded the fixed line subscriber base. However, cellular penetration is still 1 per cent as compared to world average of around 16 per cent.

1.1.1 Indian Telecom Sector

Indian Telecom sector, like any other industrial sector in the country, has gone through many phases of growth and diversification. Starting from telegraphic and telephonic systems in the 19th century, the field of telephonic communication has now expanded to make use of advanced technologies like GSM, CDMA, and WLL to the great 3G Technology in mobile phones. Day by day, both the Public Players and the Private Players are putting in their resources and efforts to improve the telecommunication technology so as to give the maximum to their customers.

 The Indian telecom sector can be broadly classified into Fixed Line Telephony and mobile telephony. The major players of the telecom sector are experiencing a fierce competition in both the segments. The major players like BSNL, MTNL, VSNL in the fixed line and Reliance, Airtel, Vodafone, Idea, Tata, in the mobile segment are

coming up with new tariffs and discount schemes to gain the competitive advantage. The Public Players and the Private Players share the fixed line and the mobile segments. Currently the Public Players have more than 60% of the market share.

1.1.2 Market Size, Players and Trends:Both fixed line and mobile segments serve the basic needs of local calls, long distance calls and the international calls, with the provision of broadband services in the fixed line segment and GPRS in the mobile arena. Traditional telephones have been replaced by the codeless and the wireless instruments.

Fig 1.1 Telecom Companys Logo

Mobile phone providers have also come up with GPRS- enabled The much-awaited 3G mobile technology has entered in the Indian

multimedia messaging, Internet surfing, and mobile-commerce.

telecom market. The GSM, CDMA, WLL service providers are all upgrading them to provide 3G mobile services. Radio services have also been incorporated in the mobile handsets, along with other applications like high storage memory, multimedia applications, multimedia games, MP3 Players, video generators, Camera's, etc. The value added services provided by the mobile service operators contribute more than 10% of the total revenue. The 2009 budget has brought further relief to the customers with the reduction in the tariffs, both local and long distance, and with slashing

down the roaming rentals. This is likely to lead to even more people going for cellular services and more and more use of the value added services. However, landline telephony is likely to remain popular, too, in the foreseeable future. MTNL, the largest landline service provider, has recently taken some bold initiatives to retain its market share and, if possible, expand it.

Fig 1.2 Market share of wireless service

Table 1.1 Subscriber Base of wireless Operators

2. COMPANY PROFILE

Reliance Communications is the flagship company of the Anil Dhirubhai Ambani Group (ADAG) of companies. It is listed on the National Stock Exchange and the Bombay Stock Exchange, and is Indias leading integrated telecommunication company with over 30 million customers. The 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 valueadded services and applications with a constant endeavor to achieve customer delight by enhancing the productivity of the enterprises and individuals. It is ranked among Asia's 6 Topmost Valuable Telecom Companies and is India's foremost truly integrated telecommunications service provider. The company's customer base of over 31 million including close to 1 million individual overseas retail customers, and is rated among the Top 10 Asian Telecom companies. Reliance Communications corporate clientele includes 600 Indian and 250 multinational corporations, and over 200 global carriers. The company has established a pan-India, next generation, integrated (wireless and wire line), convergent (voice, data and video) digital network that is capable of supporting best-of-class services spanning the entire Infocomm value chain, covering over 6000 towns and 3,00,000 villages.

Reliance Communications owns and operates 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 Asia Pacific region. The company's subsidiary, FLAG Telecom owns World's largest private undersea cable system, spanning 65,000 kilometers connects the top business centers in developed and emerging markets across 6 continents.

2.1 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.

2.2 RELIANCE Anil Dhirubhai Ambani Group

The Reliance Anil Dhirubhai Ambani Group is an offshoot of the Reliance Group and is among Indias top three private sector business houses on all major financial parameters, with a market capitalization of Rs 100,000 crore (US$ 22 billion), net assets in excess of Rs 31,500 crore (US$ 7 billion), and net worth to the tune of Rs 27,500 crore (US$ 6 billion).

Across different companies, the group has a customer base of over 50 million, the largest in India, and a shareholder base of over 8 million, among the largest in the world. Through its products and services, the Reliance ADA Group touches the life of 1 in 10 Indians every single day. It has a business presence that extends to over 4,500 towns and 300,000 villages in India, and 5 continents across the world. The interests of the Group range from communications (Reliance Communications) and financial services (Reliance Capital Ltd), to generation, transmission and distribution of power (Reliance Energy), infrastructure and entertainment.

2.3 Structure

Fig 2.1 Structure of Organization

2.4 Reliance Symbol

Our symbol Reliance APEX conveys the spirit of excellence the human urge for progress, the desire to reach higher, the resolve to shape a better future. The APEX is the highest point the pinnacle an abiding symbol of hope and optimism, achievement and success. The blue in Reliance APEX represents the inner strength, the self belief, the quiet confidence the sense of purpose that go into the making of an epic journey. The red in Reliance APEX represents the energy and dynamism that propels one to the pinnacle of ones ambition. The multi dimensional look conveys our deepest appreciation for the rich diversity of human life and human desires the unifying basis for our varied business interest.

 RELIANCE COMMUNICATION PUNCH LINE:KAR LO DUNIYA MUTHI MEIN

2.5 Reliance Brand Colours

The majestic BLUE represents stability, confidence self assurance and optimism.

The auspicious determination.

RED

represents

energy,

dynamism,

passion

and

2.6 Chairmans Profile

Reliance Communications Limited founded by the late Shri. Dhirubhai H Ambani (1932-2002) is the flagship company of the Reliance Anil Dhirubhai Ambani 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 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 Asia Pacific region.

Regarded as one of the foremost corporate leaders of contemporary India, Shri Anil D Ambani, 48, 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 An MBA from the Wharton School of the University of Pennsylvania, Shri Ambani accredited with pioneering several financial innovations in the Indian capital markets. He spearheaded the countrys 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. Shri Ambani has been associated with a number of prestigious academic institutions in India and abroad.

Selected by Asia week 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, June1999.

2.7 About GSM

GSM entered India in August 1995. Mobile revolution began in Kolkata. Handset costs-40,000 & Call tariff- 17 Rs/min.

In the initial 5-6 years the average monthly subscribers additions were around 0.05 to 0.1 million only and the total mobile subscribers base in December 2002 stood at 10.5 millions.

2.7.1 Reliance GSM

On the 30th December 2008, Reliance Communications became the first telecom operator in the history of Indian telecommunications to simultaneously launch its GSM services in 17 circles, namely Andhra Pradesh, Chennai, Delhi, Gujarat, Haryana, Jammu & Kashmir, Karnataka, Kerala, Maharashtra, Mumbai, Punjab, Rajasthan, Tamil Nadu, Uttar

Pradesh(East & West) thereby establishing itself as a pan-India operator.[4] It already operates GSM services in 8 circles namely Assam, Bihar & Jharkhand, Himachal Pradesh, Kolkata, Madhya Pradesh & Chhattisgarh, North Eastern states, Orissa, West Bengal.

Fig 2.2 Market share of GSM Table 2.1 Service Providers Market share

Fig 2.3 GSM Subscriber Growths

Fig 2.4 GSM & CDMA Market Share

Promotion

An element of marketing mix Communication techniques aimed at informing, influencing, and persuading to buy or use a particular product.

PROMOTION

Publicity Advertising Sales Promotio n Persona l Selling

Public Relatio n

2.8.1 Advertising Advertising is a paid form of non-personal presentation of goods and services by audience. an identifying sponsor to reach out the maximum number of

PROS Wide coverage Awareness/Hype Control of message Can be used to build brand loyalty

CONS Expensive Impersonal One way communication Lacks flexibility

Personal Selling Personal selling takes place when a sales person interacts face to face with its potential buyer and tries to persuade him to purchase the product or service which he is promoting on behalf of a company.
PROS Great attention Message is customized Persuasive impact Potential for development of relationship Adaptable Opportunity to close sale call CONS High cost Labor intensive Expensive Can only reach limited no. of customers

2.8.3 Publicity

It is a communication about an organization and its products to the public Overall cost of publicity is much lower than the cost of Advertising. It is non-paid form. 2.8.4 Public Relation

Its is an effort to establish and maintain goodwill and mutual understanding between an organization and its public

 Its work is to transform the neutral opinions of the public into positive opinions.

2.8.5 Sales Promotion

PROS Short-term sales increase Create experience for consumers and associate a companys brand with certain lifestyles and activities Encourage consumers to buy larger sizes A way of developing customer loyalty A way of developing brand equity Offering a price reduction without having to rely on retailers Allows consumers to experience a product directly An effective promotional device to induce trial An effective promotional device

CONS Relatively very high cost Only short-term

Create pricing and inventory

problems for consumers No immediate effect Length of time to accumulate points Price cutting -Brand image

Consumer Sales Promotion Consumer sales promotions encompass a variety of short-term promotional techniques designed to induce customers to respond in some way. The most popular consumer sales promotions are directly associated with product purchasing. These promotions are intended to enhance the value of a product purchase by either reducing the overall cost of the product (i.e., get same product but for less money) or by adding more benefit to the regular purchase price (i.e., get more for the money). While tying a promotion to an immediate purchase is a major use of consumer sales promotion, it is not the only one. As we noted above, promotion techniques can be used to achieve other objectives such as building brand loyalty or creating product awareness. Consequently, a marketers promotional toolbox contains a large variety of consumer promotions. Next we discuss the following 11 types of consumer sales promotions: Coupons Rebates Promotional Pricing Trade-In Loyalty Programs Sampling and Free Trials Free Product Premiums Contests and Sweepstakes

 Demonstrations Personal Appearances

Coupons:
Most consumers are quite familiar with this form of sales promotion, which offers purchasers price savings or other incentives when the coupon is redeemed at the time of purchase. Coupons are short-term in nature since most (but not all) carry an expiration date after which the value may not be received. Also, coupons require consumer involvement in order for value to be realized. In most cases involvement consists of the consumer making an effort to obtain the coupon (e.g., clip from newspaper) and then presenting it at the time of purchase. Coupons are used widely by marketers across many retail industries and reach consumers in a number of different delivery formats including:

Free-Standing Inserts (FSI) Here coupon placement occurs loosely (i.e., inserted) within media, such as newspapers and direct mail, and may or may not require the customer to cut away from other material in order to use.

Cross-Product These consist of coupons placed within or on other products. Often a marketer will use this method to promote one product by placing the coupon inside another major selling product. For example, a pharmaceutical company may imprint a coupon for a cough remedy on the box of a pain medication. Also, this delivery approach is used when two marketers have struck a cross promotion arrangement where each agrees to undertake certain marketing activity for the other.

Printout A delivery method that is common in many food stores is to present coupons to a customer at the conclusion of the purchasing process. These coupons, which are often printed on the spot, are intended to be used for a future purchase and not for the current purchase which triggered the printing.

Product Display Some coupons are nearly impossible for customers to miss as they are located in close proximity to the product. In some instances coupons may be contained within a coupon dispenser fastened to the shelf holding the product while in other cases coupons may be attached to a special display (see POP display below) where customers can remove them (e.g., tear off).

Internet Several specialized websites, such as HotCoupons.com, and even some manufacturers sites, allow customers to print out coupons. These coupons are often the same ones appearing in other media, such as newspapers or direct mail. In other cases, coupons may be sent via email, though to be effective the customers email program must be able to receive HTML email (and not text only) in order to maintain required design elements (e.g., bar code).

Electronic The Internet is also seeing the emergence of new nonprintable coupons redeemable through website purchases. coupon code during the purchase process. These electronic coupons are redeemed when the customer enters a designated

Rebates:
Rebates, like coupons, offer value to purchasers typically by lowering the customers final cost for acquiring the product. While rebates share some

similarities with coupons, they differ in several keys aspects. First, rebates are generally handed or offered (e.g., accessible on the Internet) to customers after a purchase is made and cannot be used to obtain immediate savings in the way coupons are used. (So called instant rebates, where customers receive price reductions at the time of purchase, have elements of both coupons and rebates, but for our purposes we will classify these as coupons due to the timing of the reward to the customer). Second, rebates often request the purchaser to submit personal data in order to obtain the rebate. For instance, customer identification, including name, address and contact information, is generally required to obtain a rebate. Also, the marketer may ask those seeking a rebate to provide additional data such as indicating the reason for making the purchase. Third, unlike coupons that always offer value when used in a purchase (assuming it is accepted by the retailer), receiving a rebate only guarantees value if the customer takes actions. Marketers know that not all customers will respond to a rebate. Some will misplace or forget to submit the rebate while others may submit after a required deadline. Marketers factor in the non-redemption rate as they attempt to calculate the cost of the rebate promotion. Finally, rebates tend to be used as a value enhancement in higher priced products compared to coupons. For instance, rebates are a popular promotion for automobiles and computer software where large amounts of money may be returned to the customer.

Promotional Pricing:
One of the most powerful sales promotion techniques is the short-term price reduction or, as known in some areas, on sale pricing. Lowering a products selling price can have an immediate impact on demand, though marketers must exercise caution since the frequent use of this technique can lead customers to anticipate the reduction and, consequently, withhold purchase until the price reduction occurs again. As we will see in a later tutorial, promotional pricing is also considered within the framework of the Price marketing mix component. More on of this technique will be provided in that discussion.

Trade-In:
Trade-in promotions allow consumers to obtain lower prices by exchanging something the customer possess, such as an older product that the new purchase will replace. While the idea of gaining price breaks for trading in another product is most frequently seen with automobile sales, such promotions are used in other industries, such as computers and golf equipment, where the customers exchanged product can be resold by the marketer in order to extract value.

Loyalty Programs:
Promotions that offer customers a reward, such as price discounts and free products, for frequent purchasing or other activity are called loyalty programs. These promotions have been around for many years but grew rapidly in popularity when introduced in the airline industry as part of frequent-filer programs. Loyalty programs are also found in numerous other industries, including grocery, pizza purchasing and online book purchases, where they may also be known as club card programs since members often must use a verification card as evidence of enrollment in the program. Many loyalty programs have become ingrained as part of the value offered by a marketer. That is, a retailer or marketing organization may offer loyalty programs as general business practice. Under this condition loyalty program does not qualify as a sales promotion since it does not fit the requirement of offering a short-term value (i.e., it is always offered). However, within a general business practice loyalty program a sales promotion can be offered, such as special short-term offer that lowers the number of points needed to acquire a free product.

Sampling and Free Trials:

Enticing members of a target market to try a product is often easy when the trial comes at little or no cost to the customer. The use of samples and free trials may be the oldest of all sales promotion techniques dating back to when society advanced from a culture of self-subsistence to a culture of trade. Sampling and free trials give customers the opportunity to experience products, often in small quantities or for a short duration, without purchasing

the product. Today, these methods are used in almost all industries and are especially useful for getting customers to try a product for the first time.

Free Product:
Some promotional methods offer free products but with the condition that a purchase be made. The free product may be in the form of additional quantities of the same purchased product (e.g., buy one, get one free) or specialty packages (e.g., value pack) that offer more quantity for the same price as regular packaging.

Premiums:
Another form of sales promotion involving free merchandise is premium or give-away items. Premiums differ from samples and free product in that these often do not consist of the actual product, though there is often some connection. For example, a cell phone manufacturer may offer access to free downloadable ring tones for those purchasing a cell phone.

Contests and Sweepstakes:

Consumers are often attracted to promotions where the potential value obtained is very high. In these promotions only a few lucky consumers receive the value offered in the promotion. Two types of promotions that offer high value are contests and sweepstakes. Contests are special promotions awarding value to winners based on skills they demonstrate compared to others. For instance, a baking company may offer free vacations to winners of a baking contest. Contest award winners are often determined by a panel of judges.

Sweepstakes or drawings are not skill based but rather based on luck. Winners are determined by random selection. In some cases the chances of winning may be higher for those who make a purchase if entry into the sweepstake occurs automatically when a purchase is made. But in most cases, anyone is free to enter without the requirement to make a purchase.

Demonstrations:
Many products benefit from customers being shown how products are used through a demonstration. Whether the demonstration is experienced inperson or via video form, such as over the Internet, this promotional technique can produce highly effective results. Unfortunately, demonstrations are very expensive to produce. Costs involved in demonstrations include paying for the expense of the demonstrator, which can be high if the demonstrator is well-known (e.g., nationally known chef), and also paying for the space where the demonstration is given.

Personal Appearances:
An in-person appearance by someone of interest to the target market, such as an author, sports figure or celebrity, is another form of sales promotion capable of generating customer traffic to a physical location. However, as with demonstrations, personal appearance promotion can be expensive since the marketer normally must pay a fee for the person to appear.

Trade Sales Promotions:

Promotion Decisions, certain promotions can help push a product through the channel by encouraging channel members to purchase and also promote the product to their customers. For instance, a trade promotion aimed at retailers may encourage retailers to instruct their employees to promote a marketers brand over competitors offerings. With thousands of products competing for limited shelf space, spending on trade promotion is nearly equal that spent on consumer promotions. Many sales promotions aimed at building relationships with channel partners follow similar designs as those directed to consumers including promotional pricing, contests and free product. In addition to these, several other promotional approaches are specifically designed to appeal to trade partners. These approaches include: Point-of-Purchase Displays Advertising Support Programs Short Term Allowances Sales Incentives or Push Money Promotional Products Trade Shows

Point-of-Purchase Displays:
Points of purchase (POP) displays are specially designed materials intended for placement in retail stores. These displays allow products to be prominently presented, often in high traffic areas, and thereby increase the

probability the product will standout. POP displays come in many styles, though the most popular are ones allowing a product to stand alone, such as in the middle of a store aisle or sit at the end of an aisle (i.e., end-cap) where it will be exposed to heavy customer traffic. For channel partners, POP displays can result in significant sales increases compared to sales levels in a normal shelf position. Also, many marketers will lower the per-unit cost of products in the POP display as an incentive for retailers to agree to include the display in their stores.

Advertising Support Programs:

In addition to offering promotional support in the form of physical displays, marketers can attract channel members interest by offering financial assistance in the form of advertising money. These funds are often directed to retailers who then include the companys products in their advertising. In certain cases the marketer will offer to pay the entire cost of advertising, but more often, the marketer offers partial support known as co-op advertising funds.

Short Term Trade Allowances:

This promotion offers channel partners price breaks for agreeing to stock the product. In most cases the allowance is not only given as encouragement to purchase the product but also as an inducement to promote the product in other ways such as by offering attractive shelf space or store location, highlighting the product in company-produced advertising or website display, or by agreeing to have the retailers sales personnel talk-up the product to customers.

Allowances can be in the form price reductions (a.k.a. off-invoice promotion) and buy-back guarantees if the product does not sell in certain period of time.

Sales Incentives or Push Money:

Since sales promotions are intended to stimulate activity that leads to meeting promotional objectives, it makes sense that these can also apply to those in the organization who also affect sales. Thus, sales promotions are commonplace among an organizations sales force and customer service staff where they are used as incentives to help sell more of the marketers product. Sometimes called push money, these promotions typically offer employees cash or prizes, such as trips, for those that meet sales requirements.

Promotional Products:
Among the most widely used methods of sales promotions is the promotional product; products labeled with the brand or company name that serve as reminders of the actual product. For instance, companies often hand out free calendars, coffee cups and pens that contain the product logo.

Trade Shows:
One final type of trade promotion is the industry trade show (a.k.a. exhibitions, conventions). Trade shows are organized events that bring both industry buyers and sellers together in one central location. Spending on trade shows is one of the highest of all sales promotions. In fact, the

Promotion Marketing Association estimates that over (US) $20 billion is spent annually by marketers to participate in trade shows. Marketers are attracted to trade shows since these offer the opportunity to reach a large number of potential buyers in one convenient setting. At these events most sellers attempt to capture the attention of buyers by setting up a display area to present their product offerings and meet with potential customers. These displays can range from a single table covering a small area to erecting specially built display booths that dominate the trade show floor.

Business-to-Business Sales Promotions:

The use of sales promotion is not limited to consumer products marketing. In business-to-business markets sales promotions are also used as a means of moving customers to action. However, the promotional choices available to the B-to-B marketer are not as extensive as those found in the consumer or trade markets. For example, most B-to-B marketers do not use coupons as a vehicle for sales promotion with the exception of companies that sell to both consumer and business customers (e.g., products sold through office supply retailers). Rather, the techniques more likely to be utilized include: Price-reductions Free product Trade-in Promotional products Trade shows

2.9.4 Trends in Sales Promotion Marketers who employ sales promotion as a key component in their promotional strategy should be aware of how the climate for these types of promotions is changing. The important trends in sales promotion include:

Electronic Delivery:
Sales promotions are delivered to customers in many ways such as by mail, in-person or within print media. However, the Internet and mobile technologies, such as cell phones, present marketers with a number of new delivery options. For examples, the combination of mobile devices and geographic positioning technology will soon permit marketers to target promotions to a customers physical location. This will allow retailers and other businesses to issue sales promotions, such as electronic coupons, to a customers mobile device when they are near the location where the coupon can be used. A sub-set of both contests and sweepstakes are games, which come in a variety of formats such as scratch-off cards and collection of game pieces. Unlike contests and sweepstakes, which may not require purchase, to participate in a game customers may be required to make a purchase. In the United States and other countries, where eligibility is based on purchase, games may be subjected to rigid legal controls and may actually fall under that category of lotteries, which are tightly controlled.

Tracking:
As we discussed in our coverage of advertising, tracking customers response to marketers promotional activity is critical for measuring success of an advertisement. In sales promotion, tracking is also used. For instance, grocery retailers, whose customers are in possession of loyalty cards, have the ability to match customer sales data to coupon use. This information can then be sold to coupon marketers who may use the information to get a better picture of the buying patterns of those responding to the coupon.

Internet Communication:
For many years consumers typically became aware of sales promotions in passive ways. That is, most customers obtained promotions not through an active search but by being a recipient of a marketers promotion activity (e.g., received coupons in the mail). The Internet is changing how customers obtain promotions. In addition to websites that offer access to coupons, there are a large number of community forum sites where members share details about how to obtain good deals which often include information on how or where to find a sales promotion. Monitoring these sites may offer marketers insight into how customers feel about certain promotions and may even suggest ideas for future sales promotions.

Clutter and Need for Creativity:

In the same way an advertisement competes with other ads for customers attention, so to do sales promotions. This is particularly an issue with inserted coupon promotions that may be included in mailing or printed

media along with numerous other offerings. The challenge facing marketers is to find creative ways to separate their promotions from those offered by their competitors.

Customers Expectations:
The onslaught of sales promotion activity over the last several decades has eroded the value of the short-term requirement to act on sales promotions. Many customers are conditioned to expect a promotion at the time of purchase otherwise they may withhold or even alter their purchase if a promotion is not present. For instance, food shoppers are inundated on a weekly basis with such a wide variety of sales promotions that their loyalty to certain products has been replaced by their loyalty to current value items (i.e., products with a sales promotion). For marketers the challenge is to balance the advantages short-term promotions offer versus the potential to erode loyalty to the product.

2.9.5 Sales Promotion Tool Adopted by R.Comm. for GSM Trade Shows Point of Purchase Displays Promotional Pricing Demonstration Rebates Loyalty Programs etc.

DIFFERENT PLANS OF RELIANCE GSM

Circle Name: Uttar Pradesh-W Top-Up Voucher Recharge Type Extra Talktime MRP 150 200 300 500 Full Talktime 120 400 1000 Regular Talktime 10 20 25 30 40 40 50 60 60 70 70 80 Talktime 160.00 230.00 355.00 600.00 120.00 400.00 1000.00 7.90 15.80 19.75 23.70 33.60 33.60 41.50 51.40 51.40 60.30 60.30 69.20 Admin Fees 0.00 0.00 0.00 0.00 0.00 0.00 0.00 1.00 2.00 2.50 3.00 2.00 2.00 3.00 2.00 2.00 2.00 2.00 2.00 Service Tax 0.00 0.00 0.00 0.00 0.00 0.00 0.00 1.10 2.20 2.75 0.00 4.40 4.40 0.00 6.60 6.60 7.70 7.70 8.80

80 100

69.20 86.00

2.00 3.00

8.80 0.00

Services to any prepaid mobile number will be discontinued if there is no usage i.e. no voice call (incoming/ outgoing), SMS or data for any continuous period of 60 days. No refund will be given for any unused talk time and validity on the card. The mobile number will not be usable after disconnection.

Special Tariff Vouchers Recharge Type MRP Special Benefit Special Benefit Admin Validity Fees (Days) 19.58 29.37 39.16 0.00

Combo Recharge

22 33 44 75

Full Talk time of Rs 22 + 5 SMS 3 free Full Talk time of Rs 22 + 5 SMS 5 free Full Talk time of Rs 22 + 5 SMS 7 free Full Talk time of Rs 75 + 5 SMS 0 free + 25MB Data 100 Local Reliance to Reliance minutes free

Local Onnet Pack

24

15

21.36

48

250 local Reliance to Reliance minutes & 250 local Reliance to 28 Reliance night minute free 550 local Reliance to Reliance minutes free 28

42.72

88 195 Local Pack

78.32 173.55

1500 local Reliance to Reliance 28 minutes free. 75 Local Minutes free 160 local minutes free 350 local minutes free 500 local minutes free 7 28 28 28

35 59 98 148

31.15 52.51 87.22 131.72

185 Minute Pack 34 48 48 148 185 195 299

700 local minutes free 75 local Minutes for 7days 500 LON mins 250 day & 250 Night mins. Val 28 days 500 LON mins (250 day & 250 Night mins ) ; Val 28 days 500 Local Min for 28 days 700 Local Mins for 28 days 1500 Minute free to any local Reliance number

28 7 28 28 30 28 28

164.65 30.26 42.72 42.72 131.72 164.65 173.55 266.11

Unlimited free calling to any local 28 Reliance number Unlimited Local Reliance to Reliance Calls + 20p/minutes STD Reliance to Reliance calls(11PM-6AM)

Night Pack 45

28

40.05

SMS Pack 14 39 STD Pack 44 Tariff Plan 8 19 28 Unlimited Pack 299

100 local/National SMS per day 7 100 local/National SMS per day 30 100 STD minutes free 28

12.46 34.71 39.16 7.12 16.91 24.92 266.11

All STD calls @ Re 1/3 minutes 28 Local onnet calls @ 15p/minutes 28 All local calls @ 30p/minutes UNLIMITED Local Reliance to Reliance calls 28 28

599

UNLIMITED Reliance to Reliance local calls + 4000 Reliance to Reliance STD minutes Free + 28 Daily 30 minutes to other local/STD free. UNLIMITED Reliance to Reliance local calls + 10000 Reliance to Reliance STD minutes Free + 28 Daily 30 minutes to other local/STD free.

533.11

799

711.10

P.N: Service tax including Education cess of 12.36% on MRP applies to all denominations mentioned Tariff other than mentioned above will be as per existing plan of the customer Note: Rs 94 STV - Data benefit will be credited within 24hrs of recharge. Validity - 3months + free 3months on voice usage of 10min per month Please Note: Discounts on calls & SMS or Free minutes/SMS's will not be applicable on special days, On these special (Blackout Days) days Local, STD, ISD calls & Local, National & International SMSs will be charged at base rates. For the list of special days in your location/State/Circle, Please Click here These packs are meant for individual & non commercial usage. Reliance communication reserves the right to discontinue the service is case of any misuse or if used for commercial purposes. * As per TRAI regulation all operators special/discounted rate for SMS is restricted to maximum of 100SMS per day w.e.f. 20th November 2012. It is also applicable on existing plans & packs. *** Packs on auto renewal charging model.

Plan Voucher FRC MRP Rs.43 Rs.96 Rs. 97

Promotional Offer Special Tariff Validity (Promotional benefit for new customer) To Reliance Mobile 90 days 60 days 90 days

1.5p/sec

30p/min ( 10 PM to 6 PM ) & 1.5p/sec 50 p/min ( 6 PM to 10 PM ) 30p/min ( 10 PM to 6 PM ) & 1.5p/sec 50 p/min ( 6 PM to 10 PM ) 30p/min ( 10 PM to 6 PM ) & 1.5p/sec 50 p/min ( 6 PM to 10 PM ) 30p/min ( 10 PM to 6 PM ) & 1.5p/sec 50 p/min ( 6 PM to 10 PM ) 50 p/min 50 p/min 60p/min 60p/min 1.5p/sec 1.5p/sec 1.5p/sec 1.5p/sec 4000 second / month for 3

To Reliance Landline Local To Other Mobile

1.5p/sec

1.5p/sec

To Reliance Landline To Reliance Mobile STD To Reliance Landline To Other Mobile To Reliance Landline Initial Benefit 1

1.5p/sec

1.5p/sec 1.5p/sec 1.5p/sec 1.5p/sec

3600 All India Onnet Local Sec valid for 90 Night Calling

days

Free for 30 Days ( 11 PM to months 6 AM ) 1.5 GB Data ( 500 MB Data / month for 3 months ) 4500 SMS ( 50 SMS per day for 3 months. ) Local onnet night calls @ 1p/12sec for 3months.

Initial Benefit 2

Onnet Local Night Calling Free for 30 NA Days ( 11 PM to 6 AM )

Initial Benefit 3

NA

NA

Initial Benefit 4

NA

NA

Base tariff Base Tariff Validity To Reliance Mobile To Reliance Landline To Other Mobile To Reliance Landline STD To Reliance Mobile To Reliance Landline To Other Mobile To Reliance 365 days 1.5p/sec 1.5p/sec 1.5p/sec 1.5p/sec 1.5p/sec 1.5p/sec 1.5p/sec 1.5p/sec 365 days 1.5p/sec 1.5p/sec 1.5p/sec 1.5p/sec 1.5p/sec 1.5p/sec 1.5p/sec 1.5p/sec 365 days 1.5p/sec 1.5p/sec 1.5p/sec 1.5p/sec 1.5p/sec 1.5p/sec 1.5p/sec 1.5p/sec

Local

Landline Local Roaming STD Incoming ISD Re 1/min Rs.1.5/min Re 1/min Re 1/min Rs.1.5/min Re 1/min Re 1/min Rs. 1.5/min Re 1/min

ISD Tariff Rates Local Re 1 Rs.1.5 Rs 3 Rs 5 Re 1 Rs.1.5 Rs 3 Rs 5 Rs. 1 Rs. 1.5 Rs. 3 Rs. 5

SMS

National Application International

Simply Reliance Plan

PLAN OPTIONS MRP Local On Net Mobile Calls LOCAL

Simply Pay Per second 58 1.5p/Sec

Simply Pay Per Minute 38 75P/Min 75P/Min 90p/Min 75P/Min 75P/Min 90p/Min 1 Year

Local Off Net 1.5p/Sec Mobile Calls Local Fixed Line Calls STD On Net Mobile Calls 1.5p/Sec 1.5p/Sec 1.5p/Sec 1.5p/Sec 1 Year

STD

STD Off Net Mobile Calls STD Fixed Line Calls Validity

* PPM/PPS Plan as per above given Tariff table applies on purchase of the corresponding Plan STV as prevailing in the circle

Applicable for JK, PB, HR, HP, UPE, UPW Circles

MRP (Rs) Reliance to Reliance Local Calls Reliance to other networks Local Calls* STV Validity

599 UNLIMITED FREE

Daily 30 min free for 28 Days i.e. 840 Mins Per Month 28 days

* Fair usage Cap on STD R-R calls apply. Beyond 4,000mins customer will be charged 20p/min * Local + STD Offnet Tariff after 30 FREE mins/day - 50p/min

Applicable for - DL, RJ, GJ, MU, MH, KT, KL, TN, AP,MP,OR,BR,WB,KOL, AS,NE circles MRP (Rs) Reliance to Reliance Local + STD Calls 599 UNLIMITED FREE*

Reliance to other networks Local Daily 30 min free for 30 Days i.e. 900 + STD Calls* Mins Per Month STV Validity 30 days

* Fair usage Cap on STD R-R calls apply. Beyond 4,000mins customer will be charged 20p/min * Local + STD Offnet Tariff after 30 FREE mins/day - 50p/min

Applicable for - JK, PB, HR, HP, UPE, UPW Circles

MRP (Rs) Reliance to Reliance Local + STD Calls

799 UNLIMITED FREE

Reliance to other networks Local Daily 30 min free for 28 Days i.e. 840 + STD Calls* Mins Per Month STV Validity 28 days

* Fair usage Cap on STD R-R calls apply. Beyond 10000 mins customer will be charged 20p/min * Local + STD Offnet Tariff after 30 FREE mins/day - 50p/min

Applicable for - DL, RJ, GJ, MU, MH, KT, KL, TN, AP,MP,OR,BR,WB,KOL, AS,NE circles MRP (Rs) Reliance to Reliance Local + STD Calls 799 UNLIMITED FREE

Reliance to other networks Local Daily 30 min free for 30 Days i.e. 900 + STD Calls* Mins Per Month STV Validity 30 days

* Fair usage Cap on STD R-R calls apply. Beyond 10000 mins customer will be charged 20p/min * Local + STD Offnet Tariff after 30 FREE mins/day - 50p/min

How to get the new Special Tariff Voucher's activated on your phone? For Existing Customers Following modes are available for GSM customers to load the new STV's

E-recharge from any Reliance outlet For new Customers New customers can subscribe to Reliance mobile service through any of the 'Simply Reliance' plans and then load the new STV of their choice.

Calls other than mentioned above will be charged as per prevailing tariff of the customer SMS/VAS/ILD services at regular tariff

My College Plan
Your campus is a fun-filled world of your own! So why should your pre-paid plan be any different?
Presenting a plan exclusively for you, My College Plan from Reliance GSM With free Facebook and WhatsApp, you will not miss even a moment of all the fun and frolic on your campus. What's more, with Calls and SMS @ 5p within group, chattering away with your buddies got all the more tempting! And if you've got a juicy tidbit for the entire college, shout it out with one-tomany SMS by texting your message to 51112 at just Rs. 3. To subscribe, just sms SUB <college ID> to 51111 and enjoy these out-ofthe-world services at just Rs. 16/- per month! At any point, if you wish to unsubscribe (though we don't see why you would ever want to!), just sms UNSUB <college ID> to 51111. Spice up your college life today with My College Plan!

Enjoy Unlimited WhatsApp at just Rs.16 per month!!

WhatsApp - world's fastest growing messaging application that works on most smartphones like iPhone, Android, Symbian, Blackberry etc helps you to stay connect with your loved ones. With WhatsApp you can not only send and receive messages to individuals or groups but you can also share pictures, videos & your location. Now with Reliance Mobile's new offer you can stay connected at just Rs 16 per month. Send unlimited messages, pictures & videos to your friends and family across the globe via WhatsApp. All you need to do is:

Download the 'WhatsApp' application from your app store To subscribe SMS <ACT WA> and send it to 53739

Terms & conditions:

On activation, Rs 16 will be deducted from customer's main balance for subscription of 30 days. Pack on auto renewal charging model. To un subscribe from renewal Sms <dact WA> 53739. WhatsApp application can be downloaded from URL http://whatsapp.com/dl/ (Charges applicable)or you can download from your app store. Not applicable for J&K customers.

Introducing the Facebook Messenger Pack.

Unlimited 'Facebook' & 'Facebook Messenger' at just Rs. 16/month! Catch-up with your friends, chat, browse and share all you want with all your friends and contacts.
All you need to do is: Download Facebook Messenger from the following URL: fb.me/msgr Dial *777*16# to subscribe to the Unlimited Facebook Messenger Pack You can also SMS <ACT FB> and send it to 53739 and avail this service.

Once downloaded you can enjoy the messenger experience with a whole host of added features: Push notifications, so you never miss a like or a comment! New intuitive UI for easy sharing of videos & pictures. Strength Weakness Endless conversations with Message History (even after the device is switched off or changed). Brand Image Distribution Problem Share secrets with close friends on Group Chat. Fast activation Process Unavailability of GSM at the

SWOT Network Analysis of Reliances GSM

Connectivity
Data GPRS

time of requirement. Weak after sales service Branding Image

Opportunity Preference of GSM over CDMA. Lots of Plan for Prepaid & Postpaid service

Threats New Entrants Stiff Competition Change in Taxes & Duty

3. METHODOLOGY
3.1 Design of the Study
To undertake the study, Questionnaire method was used to collect the data. The questions were asked exclusively to the customers who are using Mobile Phone of any telecom company in Bareilly.

3.2 Data Collection Source

There are two types of data used. They are primary & secondary data .Primary data is defined as data that is collected from original source for a specific purpose .Secondary data are collected from indirect source. Primary Data Source These include the Questionnaire method, personal interview methods of data collection. Secondary Data Source To carry out the present study, secondary data have been used. Secondary data on the other hand have been collected from the relevant text books, magazines, periodicals, news papers, literature survey, journals, Internet search, company records, and company reports. At last, secondary data have been integrated. Some data was collected from the internal sources of the

company which was very difficult to get or otherwise which are for internal circulation only.

3.3 Sampling
Sampling refers to the method of selecting a sample from a given universe with a view to draw conclusions about universe .A sample is a representative of the universe selected for study.

3.4 Sample Size

The sample size for the survey conducted was 150 respondents. This sample size was taken on 10% confidence level & 4 significant levels. Data universe for this sample is 70,000 which is approx population of Bareilly excluding people below age of 18years.

3.5 Sample Technique

Random sample technique was used in the survey conduct

3.6 Field Work Details

Store keeping: - Activities undertaken in the Store. Corporate Visit: - For CUG Connection. FOFO Outlet Approach to Prospect or Business Person. Market Survey on Sales Promotion. Participate in Promotional Activity of Reliance Communication.

 Canopy work for Sale of GSM and other Products of R. COMM. Sale of 30 GSM SIM.

3.7 Limitations of the Research

The research is confirmed to a certain parts of Bareilly and does not necessarily shows a pattern applicable to all of country.

Some respondents were reluctant to divulge personal information which can affect the validity of all responses. In a rapidly changing Telecom industry, analysis on one day or in one segment can change very quickly. The environment changes are vital to be considered in order to assimilate the findings.

ANALYSIS
1. The Telecom leader in Bareilly is:-

Fig 4.1 The Telecom leader in Bareilly

2.

Percentage of GSM and CDMA:-

Fig 4.2 Percentage of GSM and CDMA

3. Reasons for using a Telecom service Provide:-

Fig 4.3 Reasons for using a Telecom service Provide

4. According to customers which Promotional tool is effective:

Fig: 4.4 Promotional tool is effective

CUSTOMERS VIEW REGARDING SALES PPROMOTION

1. According to customers which method of sales promotion is more

effective?

Fig: 4.5 Sales Promotional tool is effective

2. According to customers which place are more effective for sales promotion?

Fig: 4.6 Effective place for sales promotion

3. According to customers which period is more effective for sales promotion?

Fig: 4.7 Effective Period for sales promotion

4. According to customers which telecom company promoting maximum on Price?

Fig: 4.8 Telecom company promoting maximum on Price

5. According to customers which telecom company promoting maximum on Availability?

Fig: 4.9 Telecom company promoting maximum on Availability

6. According to customers which telecom company promoting maximum on to Quality of services?

Fig: 4.10 Telecom company promoting maximum on Quality of Service

7. According to customers which telecom company promoting maximum on Variety?

Fig: 4.11 Telecom company promoting maximum on Variety

8. According to customers which telecom company promoting maximum on

Network?.

Fig: 4.12 Telecom company promoting maximum on Network

QUESTIONNAIRE FOR OUTLETS

1. Do you think the Reliance GSM is the must to stock at yours shop?

Fig: 4.13 Reliance GSM stock

2. Do you satisfied with your GSM suppliers of Reliance?

Fig: 4.14 GSM Suppliers of Reliance

3. Customers are more conscious about what factors in purchasing a GSM SIM of Reliance from your shop?

Fig: 4.15 Factors in purchasing a GSM SIM of Reliance

4. How many GSM of Reliance you are able to sell in a month?

Fig: 4.16 Sale of GSM of Reliance/month

5. In which Period your Reliances GSM sales is maximum?

Fig: 4.17 Period your Reliances GSM sales maximum

6. Is the Company gives you any sorts of reward after selling no. of GSM connection of Reliance?

Fig: 4.18 Reward after sell no, of Reliance GSM

CONCLUSION & FINDINGS

According to the survey conducted by me in 100 customers and 50 shops that have GSM stock in Bareilly I found the following feedbacks from the customers and Retail outlets. The feedbacks which the customers and Retail outlets were given me I listed below. According to the survey report what I have got to know the information from the Retail outlet is: Maximum Retail outlet prefers to stock Reliance GSM with them and few are not because of DOCOMO entered newly in market. Almost all outlets are satisfied with their Reliance GSM suppliers. Customers are more conscious regarding price means talk time and variety of vouchers since all cannot afford high valued vouchers. Retail outlets are able to sell an average of 30 no. of Reliance GSM in a month. The starting of academic session means from June- August the sale is maximum. The Retail outlets prefer mostly the offer and discount tool to sale maximum no. of GSM. According to the survey report what I have got to know the information from the Customers is:-

 Customers are more attracted towards Offers and Discounts in Telecom sector. Mega events and Market place is more effective than other from customer point of view.

According to Bareilly customers Festivals is better option for promoting.

Reliance and Airtel are promoting more on Price.

So sales & promotion is essential for Building Product Awareness, Creating Interest, Providing Information, Stimulating Demand, Reinforcing the Brand.

5. METHODOLOGIES

During Doing Market survey on GSM in Bareilly Market I have

adopted the sample Survey method, Market studies & experiment method.

Under sample survey method I have surveyed the 50 potential Retail

outlets by moving different shops in Bareilly for GSM. Method of this survey was direct interview with Retail outlets in terms of Questionnaires. The sample survey method is simpler, less costly, less time consuming. This method is generally used by Business to estimate the desired demand response for a product or Brand.

By Market studies & experiment method I have studied the

representative markets of Bareilly .In this method the company can identify its weaknesses in terms of price changes, quality, advertising and Sales promotion expenditures that it is serving the customer now.

 These two techniques are useful also in forecasting the demand of a firm. These are the two techniques which are useful in survey to elicit information on customer intentions & plan.

6. SUGGESTIONS
The first and foremost criteria of the company should be to satisfy the customers according to their demand and requirements. It has to introduce its own marketing strategy to compete with the competitors. The company must have to do much advertisement and Sales promotion by the way its products can be known to various customers.

It should be made aware to the customers that which kind of service is

provided by Reliance. The company has to change the wrong conception of the customers and they have to make convince to purchase the products directly from the company for getting good service. The company has to implement consumer sales promotion techniques such as Price deal, loyalty rewards programs, Contests/sweepstakes/games, Point-of-sale displays.

Also the company has to do trade sales promotions through

Advertising Support Programs Short Term Allowances, Sales Incentives or Push Money, Trade Shows.

At last it has to implement new marketing plan in the competitive

market to be the market leader among other GSM providers companies.

Name of Respondent: - __________________________________ Education Qualification:----------------------------------------------------------Gender: - ______________ Age: - _____________________

ANNEXURE
Educational Qualification: -_______________________________

QUESTIONNAIRE
At present: - A Student / In Service / In Business_______________ ____________________________________________

1. Do you own a mobile (i.e. a cell phone)? Yes 2. The service provider is Airtel Reliance Vodafone

No

BSNL

Others

3. Which service you have: GSM 4. Reasons for Using_________ Network Convenient Price

CDMA

VAS

Service Quality

WHICH PROMOTIONAL MIX IS MORE EFFECTIVE FROM YOUR POINT OF VIEW? Advertising Celebrity Endorsement Door- to-door selling

Sales Promotion

Whether sales promotion is effective or not?

YES

NO

[Sales promotion is an activity to boost the sales]

7. According to you which method of sales promotion is more effective?

a. Offers

b. discounts

c. VAS

d. Gifts &contest

8. According to you which places are more effective for sales promotion?

a. Institutions

b. Mall

c. mega events

d. Market

e. Others 9 According to you which period is more effective for sales promotion? a. Vacation b. Festivals c. Exams d. Others.. 10 According to you which telecom company promoting maximum on Price? Reliance Airtel Vodafone BSNL Others

11 According to you which telecom company promoting maximum on Availability? Reliance Airtel Vodafone BSNL Others

12 According to you which telecom company promoting maximum on to Quality of services? Reliance Airtel Vodafone BSNL Others

13 According to you which telecom company promoting maximum on Variety? Reliance Airtel Vodafone BSNL Others

14 According to you which telecom company promoting maximum on Network? Reliance Airtel Vodafone BSNL Others

Thank You

Date: . Place: .

QUESTIONNAIRE FOR OUTLETS

Do you think the Reliance GSM is the must to stock at yours shop? YES NO

Do you satisfied with your GSM suppliers of Reliance? Satisfied Avg. satisfied not satisfied

Customers are more conscious about what factors in purchasing a GSM SIM of Reliance from your shop? a. Price. (Talk time, call charges) c. Variety of vouchers. vouchers How many GSM of Reliance you are able to sell in a month? a. below 10 b.10-20
c. 20-30 d.Above 30

b.Network coverage d.Availability of

In which Period your Reliances GSM sales is maximum? a. Vacation session. What promotional strategy do you prefer to attract maximum numbers of Customer? b. Exams c.Festivals d. starting of academic

a. Offers d.Others

b. Discounts

c. Gifts & coupons

BIBLIOGRAPHY

LIST OF WEBSITES

www.reliancecommunications.co.in www.relianceinfo.com www.gm.ril.com www.wikipedia.com

LITRATURE REFERRED Marketing Management Kottler Philip & Kelvin Keller Brochures & pamphlets as printed by the company