Reliance Communication

RELIANCE COMMUNICATION LTD.
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S.K.PATEL INSTITUTE OF MANAGEMENT & COMPUTER STUDIES.

Chapter 1: Introduction:

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INTRODUCTION OF THE TOPIC.
There was 60 days project duration because of college and university requires min 60 days
project report on the basis of study curriculum of MBA degree. This 60 days project report plays
important role in future of student because of this project experience gives little bit corporate
expose for the student. Aim of doing project in Reliance is that to know hierarchy of the
company and environment of store. Study gives criteria to know how to get information from
customers through questionnaire. Its mission to understand organization.
Promotional activity plays important in increasing sales volume of company. This study helps
researcher to know about the competitors and strategies used by them. This project mainly
helped to increase communication skills and also helped to know, how an Individual can
convince the customers about product and to design strategies and to develop business for the
company. This experience will really help in future projects and work.

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Chapter 2: Research Methodology:

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1. Objectives of the Study
The following are the objectives of the study.
1. To study the problems faced by the respondents with Reliance Postpaid service.
2. To study customer satisfaction level on Reliance services.
3. To find out consumer preferences.
4. To analyze the level of awareness about Reliance products.
5. To makes suggestions in the light of the findings of the study.

2. Scope of the study

1. The scope of the study is limited to the post paid services offered by Reliance
Communications.
2. Study objective is to examine the various factors which play their parting customer
buying behavior and the major dissatisfaction areas for the customers.
3. The study considered the urban area of Ahmadabad city.
4. The sample under consideration consisted of the existing customers of Reliance
Communications.
LITERATURE REVIEWED:
Cygnus Business Consulting & Research Pvt. Ltd. (2008), in its Performance Analysis of
Companies (April-June 2008) has analyzed the Indian telecom industry in the awake of recent
global recession and its overall impact on the Indian economy. With almost 5-6million
subscribers are being added every month, and the country is witnessing wild momentum in the
telecom industry, the Indian telecom industry is expected to maintain the same growth trajectory.
Internet service providers in India, Rao (2000), provide a broad view of the role of an Internet
service provider (ISP) in a nascent market of India. Building local content, foreknowledge of
new Internet technologies, connecting issues, competitiveness, etc. would help in their
sustainability.
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The role of technology in the emergence of the information society in India, Singh (2005),
describes the role that information and communication technologies are playing for Indian
society to educate them formally or informally which is ultimately helping India to emerge as an
information society.
T.H. Chowdary (1999), discusses how Telecom reform, or de monopolization, in India has been
bungled. Shaped by legislation dating back to the colonial era and post Second World War
socialist policies, by the mid-1980s India realized that its poor telecommunications infrastructure
and service needed reform. At the heart of the problem lay the monopoly by the governments
Department of Telecommunications(DOT) in equipment, networks and services. The National
Telecom Policy 1994 speltout decent objectives for reform but tragically its implementation was
entrusted to the DOT. This created an untenable situation in which the DOT became
policymaker, licenser, regulator, operator and also arbitrator in disputes between itself and
licensed competitors. He discusses the question: Why did India get it so wrong? and What India
should do now?
Thomas (2007), in his article describes the contribution made by telecommunications in India by
the state and civil society to public service, this article aims to identify the states initial
reluctance to recognize telecommunications provision as a basic need as against the robust
tradition of public service aligned to the postal services and finds hope in the renewal of public
service telecommunications via the Right to Information movement. The article follows the
methodology of studying the history of telecommunications approach that is conversant with the
political economy tradition. It uses archival sources, personal correspondence, and published
information as its research material. The findings of the paper suggests that public service in
telecommunication is a relatively new concept in the annals of Indian telecommunications and
that a deregulated environment along with the Right to Information movement holds significant
hope for making public service telecommunications a real alternative. The article provides
reflexive, critical account of public service telecommunications in India and suggests that it can
be strengthened by learning gained from the continual renewal of public service ideals and action
by the postal services and a people-based demand model linked to the Right to Information
Movement. All studies done by the researcher suggests that the right to information movement
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has contributed to the revitalization of participatory democracy in India and to a strengthening of
public service telecommunications.
3. Data Collection

The primary data are collected through survey method. Survey method is undertaken to find the
customer satisfaction and opinion. A survey was conducted among the people of Ahmadabad
City by the aid of well structured questionnaire. The population for the study consists of people
who are using cell phones in Ahmadabad City. The sampling unit for the study is 100, which
includes the cell phone, fixed wireless phones and internet users in Ahmadabad City. The
sampling size includes male and female users from different occupation, age. The sampling size
was restricted to 100 because of the time constrains. Here, convenient sampling technique has
been adopted for collecting the primary data.

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SWOT analysis
Reliance communication ltd.

Strength
Brand Image
Distribution Chanel
Network
Strong Finance
First in FWPs
The new technology launcher

Weakness
Service.
Customer Satisfaction.
Customer Care.
Connectivity.
Not very good plane for internet user.

Opportunity
Preference of GSM over CDMA
Growing data card market
New Specialist application
Rural Telephony
New Market, Vertical, Horizontal
Competitors` Vulnerabilities

Threat
Political destabilization.
Launch of TATA USB modem
Big market share of Airtel
New Entrants
IT Development
Market Demand
Seasonality, Weather Effects

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Limitations of the project:-

The study was restricted to only those clients who were related to Reliance
Communications products.
The study was confined within specific regions of Ahmadabad city only.
The sample size was limited so the results obtained from the study may not be
generalized for the whole population.
The time period of the study was not sufficient to measure the consumers response
effectively and reach to a more valid conclusion.
Many of the respondents may not have given the correct information due to personal
bias.

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Chapter 3: Industry Profile:

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Introduction
The telecom industry has been divided into two major segments, that is, fixed and wireless
cellular services for this report. Besides, internet services, VAS, PMRTS and VSAT also have
been discussed in brief in the report.
In todays information age, the telecommunication industry has a vital role to play. Considered
as the backbone of industrial and economic development, the industry has been aiding delivery
of voice and data services at rapidly increasing speeds, and thus, has been revolutionising human
communication.
Although the Indian telecom industry is one of the fastest-growing industries in the world, the
current teledensity or telecom penetration is extremely low when compared with global
standards. Indias teledensity of 36.98% in FY09 is amongst the lowest in the world. Further, the
urban teledensity is over 80%, while rural teledensity is less than 20%, and this gap is increasing.
As majority of the population resides in rural areas, it is important that the government takes
steps to improve rural teledensity. No doubt the government has taken certain policy initiatives,
which include the creation of the Universal Service Obligation Fund, for improving rural
telephony. These measures are expected to improve the rural tele-density and bridge the rural-
urban gap in tele-density.
Evolution.
Indian telecom sector is more than 165 years old. Telecommunications was first introduced in
India in 1851 when the first operational land lines were laid by the government near Kolkata
(then Calcutta), although telephone services were formally introduced in India much later in
1881. Further, in 1883, telephone services were merged with the postal system. In 1947, after
India attained independence, all foreign telecommunication companies were nationalised to form
the Posts, Telephone and Telegraph (PTT), a body that was governed by the Ministry of
Communication. The Indian telecom sector was entirely under government ownership until
1984, when the private sector was allowed in telecommunication equipment manufacturing only.
The government concretised its earlier efforts towards developing R&D in the sector by setting
up an autonomous body Centre for Development of Telematics (C-DOT) in 1984 to develop
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state-of-the-art telecommunication technology to meet the growing needs of the Indian
telecommunication network. The actual evolution of the industry started after the Government
separated the Department of Post and Telegraph in 1985 by setting up the Department of Posts
and the Department of Telecommunications (DoT).
The entire evolution of the telecom industry can be classified into three distinct phases.
Phase I- Pre-Libralisation Era (1980-89)
Phase II- Post Libralisation Era (1990-99)
Phase III- Post 2000
Until the late 90s the Government of India held a monopoly on all types of communications as
a result of the Telegraph Act of 1885. As mentioned earlier in the chapter, until the industry was
liberalised in the early nineties, it was a heavily government-controlled and small-sized market,
Government policies have played a key role in shaping the structure and size of the Telecom
industry in India. As a result, the Indian telecom market is one of the most liberalised market in
the world with private participation in almost all of its segments. The New Telecom Policy
(NTP-99) provided the much needed impetus to the growth of this industry and set the trend for
libralisation in the industry.
Top Exporters, Importers, and Producers
Some of the leading global telecommunication services markets are the US, China, the UK,
Canada, Germany, Italy, Japan, Belgium, The Netherlands, Spain, France and Spain. Some of the
top global telecommunication developing and emerging markets are China, India, Brazil,
Eurasia, Russia, Kenya, and Indonesia.
Business Vibes offering for the Telecommunication Industry:
Business Vibes provides a comprehensive database of companies in the Telecommunication
industry. This database also includes some of the global players such as Vodafone D2 Gmbh,
Telefonica Germany Gmbh& Co. Ohg, Ericsson Telecommunication Spa, Optimus -
Comunicacoes, S.A., and ASC telecom AG.
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BusinessVibes also showcases a list of trade associations in the Telecommunication industry
such as the Association of Competitive Telecom Operators, Wireless Access Providers
Association, VATM - Association Of Telecommunications And Value-Added Service Providers.
WCA - Wireless Communications Association International, Telecom Expense Management
Industry Association (TEMIA), Australian Mobile Telecommunications Association, and
Internet & Mobile Association of India.
If you're looking to connect with like-minded professionals in the Telecommunication industry
in person; BusinessVibes features both reputable and up-and-coming events, such as: Eumw
2015, GFT 2014, China International Trenchless Exhibition (Ttus 2014), and OfcNfoec 2014 to
just name a few.

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Chapter 4: Company Profile:

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HISTORY OF RELIANCE
Dhirubhai was born in 1932 in the village of Chorwad in
Gujarat in circumstances that can best be described as modest. Driven by hardship and want, he
had to drop out of school early. In 1949, at the age of 17, he went to Aden (now Yemen) in
search of opportunity, and worked as a dispatch clerk for A. Besse & Co. A couple of years later,
the company became a distributor for Shell products and Dhirubhai was promoted to manage the
companys oil-filling station at the port of Aden. It was here that he dreamed of setting up and
owning a refinery, which he later realized with his petrochemicals venture. He returned to India
in 1958 to launch his first business venture, a spice trading company named Reliance
Commercial Corporation.
In 1962, Dhirubhai identified an emerging opportunity in yarn trading and shifted to the new
business. Three years later, he changed the name of his company to Reliance Textile Industries
Limited . In 1966, he purchased land in Naroda, Gujarat, to set up a textile mill. In 1975, a
technical team from the World Bank recognised the Naroda mill as one of the best composite
textile mills in India and certified it as excellent even by developed country standards. In 1977,
the company went public.
At the time of the Reliance Textiles IPO, participation in the Indian capital markets was largely
limited to a small but influential elite which dabbled in a handful of stocks. The great majority of
Indias middle class chose to stay away. Dhirubhais decision to prefer the capital markets over
banks as the primary source of funding for his ambitious expansion plans, was as daring as it was
unprecedented. In the event, The Reliance IPO was an unlikely success. Against all odds,
Dhirubhai managed to convince a sufficiently large number of sceptical middle class investors to
put their money, and faith, in what was then a small, relatively unknown company. The
subsequent growth and success of Reliance and its philosophy of generously rewarding
shareholders rapidly gave Dhirubhai an iconic status in the Indian financial markets.
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Under Dhirubhais charismatic leadership, the Annual General Meetings (AGM) of Reliance
took on the character of large public spectacles. Typically held in large public arenas, and
attended by thousands of adoring shareholders, the Reliance AGM became a day to remember in
the annual corporate calendar of India. In 1986, the Reliance AGM held in Cross Maidan,
Mumbai, was attended by as many as 30,000 stockholdersa record in Indias corporate history.
By the mid-80s, Dhirubhai had become something of a living legend, widely hailed by peers and
critics alike as one of the greatest corporate visionaries in the history of post-Independent India.
But Dhirubhai was never one to rest on his laurels. In the early 80s, he had taken the first
important step in strategic backward integration for Reliance with the commissioning of the
Patalganga plant which initially manufactured polyester filament yarn and polyester staple fibre.
In 1991, he set up Reliance Hazira, for the manufacture of petrochemicalsthe next link in the
backward integration chain. At the time, Reliance Hazira represented the single largest
investment made by a private sector group in India at a single location. Meanwhile, Dhirubhai
had firmed up plans of setting up a massive grassroots refinerythe next big leap in his overall
strategic roadmap for Reliance. Conceived as the worlds largest grassroots refinery at the time,
Jamnagar in Gujarat was to have an annual capacity of 27 million tonnes. In the face of
formidable challenges, including a massive cyclone that flattened the project site mid-way
through construction, Reliance commissioned the Jamnagar facility in 1999. It was a fully
integrated refinery, complete with a dedicated port and a captive supply of power. The refinery
was not only commissioned ahead of schedule, but also set up at a cost that was significantly
lower than the prevailing global benchmark for a project of such magnitude. It was one of
Dhirubhais great dreams in life to see ordinary Indians enjoy the enormous economic benefits of
being able to access affordable yet world class telecommunications infrastructure. He wanted
Reliance to spearhead a communications revolution that would dramatically cut down the cost of
connectivity, and propel India into the digital age. His ultimate ambition: To make the cost of a
phone call cheaper than that of a post card. It was therefore entirely logical for Reliance to enter
the telecommunications space when the sector was opened up for private participation in the
1990s. The rest, as they say, is history. Today, Reliance Communications is Indias largest
information and communications services provider with over 20 million subscribers, and offers
the full range of integrated telecom services at prices that are, by far, the lowest anywhere in
the world. Dhirubhai left for his heavenly abode on July 6, 2002.
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RELIANCE COMMUNICATION

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. 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 kilometers of a pan- India fiber optic
backbone. This backbone was commissioned on 28 December 2002, the auspicious occasion of
Dhirubhais 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.

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CHAIRMANS PROFILE

ANIL AMBANI: - His marketing strategy has made millions of
I ndians happy, they got the best mobile tariffs in the world local call costs at 15 paise/minute,
and STD call at 40 paise/minute.
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 RajyaSabha 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 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
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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 Communications 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.
Market capitalization crossed Rs 100,000 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 has been launched end of the year.

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VISION
By 2015, be amongst the top 3 most valued Indian companies, providing Information,
Communication & Entertainment services, and being the industry benchmark in Customer
Experience, Employee Centricity and Innovation.
MISSION
We will create world-class benchmarks by:
Meeting and exceeding Customer expectations with a segmented approach.
Establishing, re-engineering and automating Processes to make them customer centric,
efficient and effective.
Incessant offering of Products and Services that are value for money and excite
customers.
Providing a Network experience that is best in the industry.
Building Reliance into an iconic Brand which is benchmarked by others and leads
industry in Intention to Purchase and Loyalty.
Developing a professional Leadership team that inspires, nurtures talent and propagates
RCOM Values by personal example
VALUES

We will put customer first at all times, and built long term relationship with them.
We shall believe interpretation and keep every commitment that we make.
We will operate with honesty and integrity interpretation all our dealings.
We treat every individual with dignity and respect.
We will approach every endeavor with zeal & an attitude towards excellence.

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AN OVERVIEW OF CURRENT MARKET
AND FUTURE APPORTUNITIES:-

Reliance Communications' wireless subscriber base grew to over 28 mn last fiscal, registering a
60% growth. This makes it one of the top two 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
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.

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PRODUCTS PORTFOLIO

Reliance FWP
Reliance Voice (CDMA+ GSM)
Reliance Data Card
Reliance Broad Band
Reliance FWP

Benefit

Abundant free calls and attractive call charges to Reliance Mobile and other WLL
phones.

Use your wireless phone anywhere in the city at no extra cost.

Effective zero rental with free calls almost equivalent to monthly plan charges.

Free voicemail, call conference, call wait and call divert facilities.

Reliance Net connect usage charges as per tariff plan.

Features

In-built modem with speeds up to 115 kbps. No separate Internet Service Provider
connection needed.

Features of a mobile phone SMS, in-built caller id, voicemail, 99-number phone book,
speaker phone, choice of ring tones.

Service available in select cities only. Fax not supported.

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Reliance Voice (CDMA+ GSM)

23
Reliance Data Card

The reliance net connect broadband is a simple plug and play option for laptops and desktops.
The wireless broadband recorded the fastest uploads at a speed of up to 3.2 mbps. Further the
Indian telecom major offers a seamless network across 20000 towns and 4.5 lace villages.
Coming to the USB modems price, it will be available for 599 for 1 months unlimited
connection. During this period the users will be able to avail free unlimited wireless broadband
internet. The offer will be available for the month of March. After this period the user will have
to pay for the first month. Each net connect broadband + plan is great value for money. Choose
from a range of suitable plans.

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Chapter 5: Theoretical Aspects of the study:

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Q 1. Which of the following Reliance post paid products are you aware of? (Multiple choice).
Products No. of Respondents
RIM Post Paid 43%
FWP 20%
Broadband 25%
HSDC 12%
Total 100%

INTERPRETATION:
43% of the respondents are aware of RIM Post Paid.
20% of the respondents are aware of FWP.
25% of the respondents are aware of Broadband.
12% of the respondents are aware of HSDC.

0%
10%
20%
30%
40%
50%
RIM Post
Paid
FWP Broadband HSDC
No. of Respondents
No. of Respondents
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Q2. How did you come to know about the products?
Medium No. of Respondents
Tele vision 15%
Print 10%
Sales Executives 60%
Friends and existing users 15%
Total 100%

INTERPRETATION:
15% of the respondents came to know about the products through television.
10% of the respondents came to know about the products through print.
60% of the respondents came to know about the products through sales executives.
15% of the respondents came to know about the products through friends and existing
users.

0%
10%
20%
30%
40%
50%
60%
70%
Tele vision Print Sales
Executives
Friends and
existing
users
No. of Respondents
No. of Respondents
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Q3. Which of the following products are you using?
RIM Post Paid 41%
FWP 13%
Broadband 20%
HSDC 26%
Total 100%

INTERPRETATION:
13% of the respondents were using RIM Post Paid.
41% of the respondents were using FWP.
20% of the respondents were using Broadband.
26% of the respondents were using HSDC.

0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
No. of Respondents
No. of Respondents
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Q4. Are you satisfied with the service provided by the subscriber?
Level No. of Respondents
Fully Satisfied 38%
Partially Satisfied 15%
Not Satisfied 11%
Strongly Not satisfied 36%
Total 100%

INTERPRETATION:
38% of the respondents were fully satisfied with the services.
51% of the respondents were partially satisfied with the services.
11% of the respondents were not satisfied with the services.
36% of the respondents were Strongly Not satisfied with the services.

0%
5%
10%
15%
20%
25%
30%
35%
40%
Fully
Satisfied
Partially
Satisfied
Not
Satisfied
Strongly
Not
satisfied
No. of Respondents
No. of Respondents
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Q5.When buying the Reliance Communication what factor most influenced your decision?
Pera Meter
No. Of
Respondent
Price 55%
Reliance Communication brand 25%
Available on the various call
package 7%
Products features 13%

INTERPRETATION:
55% of the respondents were price with the services.
25% of the respondents were reliance communication brand with the services.
7% of the respondents were available on various call packages with the services.
13% of the respondents were product features with the services.

No. of respondent
price
Reliance Communication
brand
Available on the various
call package
Products features
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Q6.Has the Reliance Communication reduced your mobile phone costs?
YES NO
42% 58%

Interpretation:
To taking the market advantage by Reliance Communication we try to ask customer, is
there any cost advantage they will get after purchasing Reliance Communication because
most of the Indian customer is very price sensitive.
55% customer suggested that Reliance Communication reduced their cost because of the
attachment plan with Airtel and Vodafone.
While 48% people which is highly rich people suggested yes this phone is reduced phone
expenses because of the feature and the other option is available in the phone.

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Q7. When a sales executive comes to you, which of the following products does he frequently tells
about?
RIM Post Paid 53%
FWP 12%
Broadband 25%
HSDC 10%
Total 100%

INTERPRETATION:
53% of the respondents were told about the RIM Post Paid by the visiting sales
executives.
12% of the respondents were told about the FWP by the visiting sales executives.
25% of the respondents were told about the broadband by the visiting sales executives.
10% of the respondents were told about the HSDC by the visiting sales executives.

No. of Respondents
RIM Post Paid
FWP
Broadband
HSDC
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Q8. What channel would you prefer to buy a telecom/internet service?
Channel Percentage No. of respondents
Home delivery 23%
Customer care 38%
Online 24%
Franchisee & utility shops 15%
Total 100%

INTERPRETATION:
23% of the respondents would prefer to buy the service through home delivery.
38% of the respondents would prefer to buy the service through customer care.
24% of the respondents would prefer to buy the service online.
15% of the respondents would prefer to buy the service through franchisee &utility
shops.

0%
5%
10%
15%
20%
25%
30%
35%
40%
Home
delivery
Customer
care
Online Franchisee &
utility shops
No. of respondents
No. of respondents
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Q9. Which of the following service you look before choosing the product?
Service No. of respondent
Price 48%
Connectivity 11%
Speed 28%
Value added service 8%
After sales service 5%
Total 100%

INTERPRETATION:
48% of the respondents consider price before choosing the product.
11% of the respondents consider connectivity before choosing the product.
28% of the respondents consider speed before choosing the product.
8% of the respondents consider value added services before choosing the product.
5% of the respondents consider after sales service before choosing the product.

0%
10%
20%
30%
40%
50%
60%
No. of respondent
No. of respondent
34
Q10. If Price and mobility is not a concern, which of the following would you prefer to buy?
Product No. of respondents
Land line phone 6%
Fixed wireless phone 17%
Mobile based on GSM technology 77%
Mobile based on CDMA technology 0%
Total 100%

INTERPRETATION:
6% of the respondents would buy land line phone, if price and mobility is not a concern.
17% of the respondents would buy fixed wireless phone, if price and mobility is not a
concern.
77% of the respondents would buy mobile based on GSM technology, if price and
mobility is not a concern.
0% of the respondents would buy mobile based on CDMA technology, if price and
mobility is not a concern.

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Land line
phone
Fixed
wireless
phone
Mobile
based on
GSM
technology
Mobile
based on
CDMA
technology
No. of respondents
No. of respondents
35
Q11. Would you like to recommend reliance services to others?
Opinion No. of respondents
Yes 63%
No 37%
Total 100%

INTERPRETATION:
63% people is like to recommend reliance services to others.
37% people do not to recommend reliance services to others.

0%
10%
20%
30%
40%
50%
60%
70%
Yes No
No. of respondents
No. of respondents
36
Q12. Rate the following services on the basis of your satisfaction.
Parameter Excellent Very Good Good Average Poor
Network 5% 10% 5% 60% 20%
SMS rates 5% 10% 15% 50% 20%
New schemes
&offers
10% 70% 10% 5% 5%
Internet speed 65% 10% 10% 5% 10%
Cost 5% 20% 10% 20% 45%
Customer care 5% 5% 5% 10% 75%
Recharge outlets
Call rates

5% 10% 10% 20% 50%
Value added
Service
5% 10% 5% 20% 60%

INTERPRETATION:
NETWORK
11% of the respondents rated excellent for the network. 18% of the respondents rated very good
for the network.21% of the respondents rated good for the network.32% of the respondents rated
average for the network.18% of the respondents rated poor for the network.
SMS
5% of the respondents rated excellent for SMS rates.27% of the respondents rated very good for
SMS rates.41% of the respondents rated good for SMS rates.18% of the respondents rated
average for SMS rates.9% of the respondents rated poor for SMS rates.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Poor
Average
Good
Very Good
Excellent
37

NEW SCHEMES &OFFERS
6% of the respondents rated excellent for new schemes and offers.20% of the respondents rated
very good for new schemes and offers.27% of the respondents rated good for new schemes and
offers.34% of the respondents rated average for new schemes and offers.13% of the respondents
rated poor for new schemes and offers.
INTERNET SPEED
65% of the respondent rate excellent for internet speed.10% of the respondent rate very good for
internet speed.10% of the respondent rate good for internet speed.5% of the respondent rate
average for internet speed.10% of the respondent rate poor for internet speed.
COST
5% of the respondents rated excellent for cost.20% of the respondents rated very good for
cost.10% of the respondents rated good for cost.20% of the respondents rated average for cost.
45% of the respondents rated poor for cost.
CUSTOMER CARE
5% of the respondents rated excellent for customer care. 5% of the respondents rated very good
for customer care.5% of the respondents rated good for customer care.10% of the respondents
rated average for customer care.75% of the respondents rated poor for customer care.
RECHARGE OUTLETS CALL RATES
5% of the respondents rated excellent for recharge outlets call rates.10% of the respondents rated
very good for recharge outlets call rates. 10% of the respondents rated good for recharge outlets
call rates.20% of the respondents rated average for recharge outlets call rates.50% of the
respondents rated poor for recharge outlets call rates.
VALUE ADDED SERVICE
5% of the respondents rated excellent for value added service. 10% of the respondents rated very
good for value added service. 5% of the respondents rated good for value added service. 20% of
the respondents rated average for value added service. 60% of the respondents rated poor for
value added service.

38

Chapter 6: Research findings and conclusion:

39
FINDING
The company should emphasize more on the spreading the awareness for their products
because the level of awareness of their FWP, Broadband, HSDC is very low.
The sales executives should play a major part in spreading awareness because only 5% of
the people came to know about the products through sales executives. Sales executives
may also help the company generating prospects, hence sales for the company.
The RIM post paid has seen a major decline in its users because of the tough competition
given by the prepaid services. Hence the company should now focus more on the internet
services as there is a huge market for them to cover.
Around 2/3rd of the people are dissatisfied and majority of them reasons are poor
customer care service, billing errors and higher cost. So the company should train their
employees properly so that they have sufficient knowledge about the products and the
bills should be made more transparent so that the customers could easily understand
them.
The sales executives are not properly trained as they could not explain the schemes
properly so they just try to tell to the customer about their RIM post paid service and not
about other three services. This is the main reason for the lack in sales of their internet
services.
A majority of the customers look for the price and after sales services before choosing the
products. So the company should plan accordingly to increase their sales.
As seen from the survey results, more than 3/4thof the population prefer to buy a mobile
based on GSM technology. So the newly launched GSM based mobile phones should be
promoted accordingly.
Half of the population interviewed rated either average or poor for the network. So
network can be improved by planting more towers in different parts of the city where the
company does not have the signals.
More than 3/4
th
of the population does not like the new schemes and offers introduced by
the company. So a proper survey should be conducted and more attractive and useful
schemes must be introduced.
40
The cost of the products is too high for the customer to buy them. Moreover the major
problem is that several packs are activated without any prior intimation and their price is
included in the bills later, which is the major reason for dissatisfaction.
Around 2/3
rd
of the people gave average or poor ratings to the customer care and said that
their complaints are either not heard or they are dealt very late.
The company should emphasize more on reducing the call rates and introducing attractive
value added services which would help them improve their sales.
CONCLUSION:-

In Reliance Communication I did selling and marketing survey and found that reliance
communication has high brand equity but its also associated with bad service image reliance
communication need to improve its after sells services. Some time to convert a call falls
commitment has been made by its sells executives, that is ruining brand image of reliance
communication. There for some amendment are required in marketing process of reliance
communication. Although it was the great experience to be a part of such a great company. It
was the great opportunity to learn the market and apply the theoretical knowledge in the field.

41

Chapter 7: Suggestions / Recommendations:

42
SUGGESTION

Reliance should Increase Network coverage in Ahmadabad of GSM voice.
Some of area does not have Reliance GSM Network like: Raipur, Vejal pur, Naroda,
Amarai vadi, Tower square area and some other areas .These area Covered Population
of Ahmadabad.
Reliance should try to cover all these area to target maximum customer.
Reliance should improve Service given to the customer.
There should be a unlimited plan.
Try to make long relationship with customer.
High speed data card is also available in market in comparatively low price then
Available at reliance world store, this price fluctuation should be removed.

43

BIBLIOGRAPHY

WEBSITES:
www.reliancecommunication.com
www.google.com
www.altavista.com

BOOKS PREFFERED:

Marketing Management- Philip Kotler.
Marketing Management- Rajan Saxena.
Business research methods-Naval kishor bajpai.

NEWS PAPERS:

THE ECONOMIC TIMES
THE TIMES OF INDIA

44

Annexure:

45
QUESTIONNAIRE
Q 1. Which of the following Reliance post paid products are you aware of? (Multiple
choice).
1) Reliance India Mobile (RIM Post Paid) ( ) 2) Fixed Wireless Phone (FWP) ( )
3) Broadband ( ) 4) High Speed Data Card (HSDC) ( )
Q2. How did you come to know about the products?
1) Television ( ) 2) Print ( )
3) Sales Executives ( ) 4) Friends and Existing Users ( )
5) Other (Please Specify) ..
Q3. Which of the following products are you using?
Q4. Are you satisfied with the service provided by the subscriber?
1) Fully Satisfied ( ) 2) Partially Satisfied ( )
3) Not Satisfied ( ) 4) Strongly Not Satisfied ( )
Q5.When buying the Reliance Communication what factor most influenced your decision?
1) Price ( ) 2) Reliance Communication brand ( )
3) Available on the various call package ( ) 4) Products features ( )
5) Other (Please Specify).. ( )
Q6.Has the Reliance Communication reduced your mobile phone costs?
1) Yes ( ) 2) No ( )

46
Q7. When a sales executive comes to you, which of the following products does he
frequently tells about?
Q8. What channel would you prefer to buy a telecom/internet service?
1) Home Delivery ( ) 2) Customer Care ( )
3) Online ( ) 4) Franchisee & Utility Shops ( )
Q9. Which of the following service you look before choosing the product?
1) Price ( ) 2) Connectivity ( )
3) Speed ( ) 4) Value Added Services ( )
5) After Sales Service ( ) 6) Any Other (Please Specify).
Q10. If Price and mobility is not a concern, which of the following would you prefer to
buy?
1) Land Line Phone ( ) 2) Fixed Wireless Phone ( )
3) Mobile based on GSM Technology ( ) 4) Mobile based on CDMA Technology ( )
Q11. Would you like to recommend reliance services to others?
1) Yes ( ) 2) No ( )

47
Q12. Rate the following services on the basis of your satisfaction
Parameter Excellent Very Good Good Average Poor
Services
Network
SMS rates
New schemes
&offers

Internet speed
Cost
Customer care
Recharge outlets
Call rates

Value added
Service

Q13. Suggestions (if any):

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