Summer Training Project Report On Market Survey & Product Promotion For Reliance Communications Submitted for the partial fulfillment of the Award Of Master of Business Administration DEGREE (Session : 2013 - 2014) SUBMITTED BY Navin Tiwari 1203270092 UNDER THE GUIDANCE OF Ms. Anshika Sangal School of Management ABES ENGINEERING COLLEGE, GHAZIABAD
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Summer Training Project Report On
Market Survey & Product PromotionFor
Reliance Communications
Submitted for the partial fulfillment of the AwardOf
Master of Business Administration
DEGREE(Session : 2013 - 2014)
SUBMITTED BY
Navin Tiwari1203270092
UNDER THE GUIDANCE OF
Ms. Anshika Sangal
School of Management
ABES ENGINEERING COLLEGE,
GHAZIABAD
PREFACE
“Learning categorizes you and practicing on that learning specializes you”.
Theoretical concepts taught and discussed in the classroom prove useful if they have to remain relevant. Practice orientation of management student is must generating competence to deal with issues at grass root level it is for this reason that one month training project study is prescribed as apart of syllabus for MBA from Ghaziabad.
This training is the mode of imparting practical training to the student. The objective is to provide a deep insight into practical aspects of the functioning of the organization. The train apprises the student to the actual function, responsibility and problem faced by an organization. It provides him with the knowledge of the various kind of problem that crop up in the day to day functioning of the organization .The way they are solved by the departments and appraisal of the crucial decision taken by the manager at the crucial time.
I was fortunate enough to complete my marketing training at RELIANCE COMMUNICATIONS, civil line, Allahabad.
This has given me an altogether new experience, which would be immense help to me in my days to come.
ACKNOWLEDGEMENT
I wish to acknowledge my specific indebtedness to director “ABES EC”, who made this opportunity to perform summer training as a part of MBA degree Course.
I wish to extend my Sincere Gratitude towards “Mr. Sushil Sharma (Mani Communications) for accepting me as a summer trainee and assigning this project to me.
I am extremely grateful to Ms. Anshika Sangal for their valuable guidance and best possible help during course of study.
I am deeply grateful to my parent’s who have given me every help and moral support and their constant advice which enabled me to pursue my academic aim.
Thanks to other summer trainees for their co-operation and suggestions through out this project.
WHY THIS TOPIC?
In today’s competition in the field of business, it is must for a company to have full information about the opportunities available in the market before entering into a new market. This enables the company to exploit the fill potential of the market & to meet the expectations of the customer. For this purpose, an effective survey is required.
After going through the complete profile of the RELIANCE COMMUNICATION LTD. Surveyor knows about the services provided by the RELIANCE. He has many vibrant and attractive schemes in comparison with his competitors in the market. Hence, surveyor has chosen this topic keeping in mind that his survey work will definitely help the organization in making strategies for marketing and promotion of the products so I have chosen the topic “Market survey and product promotion”.
TABLE OF CONTENTS
S.NO. TOPIC
1. Company Profile About Reliance Communications Reliance Group Awards & Recognition Mission Vision of Company
2. Products Data Card USB Modem Fixed Wireless Phones Mobile Phones
3. Plans Data card USB Modem Post Paid
a. Fixed Wireless Phonesb. Mobile Phones
4. Research Methodology Objectives Importance Research & Findings Graphical representation Leanings
5. Market Share
6. Comparison
7. SWOT Analysis
8. Conclusion
9. Recommendation
10. Bibliography
11. Annexure
12. Abbreviations
“Think big, think fast, think ahead.Ideas are no one’s monopoly.”
- Dhirubhai H. Ambani
ABOUT THE COMPANY
Reliance Communications is the flagship company of the Anil Dhirubhai Ambani Group (ADAG) of companies. Listed on the National Stock Exchange and the Bombay Stock Exchange, it is India’s leading integrated telecommunication company with over 35 million customers.
Our business encompasses a complete range of telecom services covering mobile and fixed line telephony. It includes broadband, national and international long distance services and data services along with an exhaustive range of value-added services and applications. Our constant endeavor is to achieve customer delight by enhancing the productivity of the enterprises and individuals we serve.
Reliance Mobile (formerly Reliance India Mobile), launched on 28 December 2002, coinciding with the joyous occasion of the late Dhirubhai Ambani’s 70th birthday, was among the initial initiatives of Reliance Communications. It marked the auspicious beginning of Dhirubhai’s dream of ushering in a digital revolution in India. Today, we can proudly claim that we were instrumental in harnessing the true power of information and communication, by bestowing it in the hands of the common man at affordable rates.
We endeavor to further extend our efforts beyond the traditional value chain by developing and deploying complete telecom solutions for the entire spectrum of society.
EXECUTIVE SUMMARY
Board of Directors
Mr. Anil D. Ambani - Chairman
Mr. Ramachandran Mr.S.P. Talwar Mr. Deepak Shourie Mr. A.K.Purwar
Company Secretary & Manager
Mr.Hasit Shukla
Auditors M/s. Chaturvedi & Shah M/s. BSR & Co.
WIRELESS NETWORK ININDIA
Urban Population- 97% Rural Population-42% National Highways-50% Rail Lines- 58% Census Towns-3,381
Non-census Towns/villages-
RELIANCE GROUP
Reliance – Anil Dhirubhai Ambani Group, an offshoot of the Reliance Group founded by Shri Dhirubhai H Ambani (1932-2002), ranks among India’s top three private sector business houses in terms of net worth. The group has business interests that range from telecommunications (Reliance Communications Limited) to financial services (Reliance Capital Ltd) and the generation and distribution of power (Reliance Energy Ltd).
Reliance – ADA Group’s flagship company, Reliance Communications, is India's largest private sector information and Communications Company, with over 30 million subscribers. It has established a pan-India, high-capacity, integrated (wireless and wire line), convergent (voice, data and video) digital network, to offer services spanning the entire infocomm value chain.
Other major group companies — Reliance Capital and Reliance Energy — are widely acknowledged as the market leaders in their respective areas of operation.
MISSION
Excellence in Communication initiatives To attain global best practices and become a world-class
communication service provider – guided by its purpose to move towards greater degree of sophistication and maturity.
To work with vigour, dedication and innovation to achieve excellence in service, quality, reliability, safety and customer care as the ultimate goal.
To earn the trust and confidence of all stakeholders, exceeding their expectations and make the Company a respected household name.
To consistently achieve high growth with the highest levels of productivity.
To be a technology driven, efficient and financially sound organization.
To contribute towards community development and nation building.
To be a responsible corporate citizen nurturing human values and concern for society, the environment and above all, the people.
To promote a work culture that fosters individual growth, team spirit and creativity to overcome challenges and attain goals.
To encourage ideas, talent and value systems. To uphold the guiding principles of trust, integrity and
transparency in all aspects of interactions and dealings.
VISION
“We will leverage our strengths to execute complex global-scale projects to facilitate leading-edge
information and communication services affordable to all individual consumers and businesses in India.
We will offer unparalleled value to create customer delight and enhance business productivity.
We will also generate value for our capabilities beyond Indian borders and enable millions of India's
knowledge workers to deliver their services globally.”
PRODUCT
DEFINITION:
“A product is a bundle of physical service and symbolical particulars expected to yield satisfaction benefits to the buyers”.
(Phillip Kotler)
“A product is a complex of tangible and intangible attributers, including packaging, colors, price, manufacture and retailer’s service which the buyer may accept as offering satisfaction of wants of needs. (William J Stanton)
RELIANCE NETCONNECT USB MODEM
Features:
Connectivity:
Wireless internet access across 5300 towns and 3 lakh villages. Internet browsing and download speed upto 153.6 kbps. Compatible with Windows 2000 and Windows XP.
Voice and SMS Compatible:
Make and receive voice calls Send and receive SMS upto 1000 characters Store 1000 contacts in your phone book
Specifications:
Item Description
Protocol CDMA2000 1X RTT
working frequency
824MHz ~ 849MHz/869MHz ~ 894MHz Uplink/Downlink
Dimensions 84 mm (D) x 42 mm (W) x 12 mm (H)
Weight About 32 g
Receiver sensitivity
Better than -104dBm
Power consumption
≤1.5W
Power supply 5V/500ma, from USB
RELIANCE NET CONNECT DATA CARD
Features -
Uninterrupted high-speed wireless Internet connectivity, across 10000 towns, 3 lakh villages and growing.
Better surfing speeds, with download speeds up to 144 kbps. High download speed of heavy email attachments One-time installation of the dial-up software without the need to
change the dial-up configuration. Hassle-free connection
o Connect instantly (No line busy / waiting tone) o Easy to remember username / password (your phone /
card number)
Enables a user to surf the Internet without being tied down to a landline from any location — your bedroom, drawing room, hotel room, office, outdoors or on the move in a car, train or bus.
The network advantage
This remarkable service virtually converts the whole of India into a wireless hot spot.
10000 towns and cities and 300,000 villages On highways, rail routes, airport lounges and remote locations
The plan advantage The tariff is inclusive of all charges (the ISP charge as well as the
Telecom connectivity charge). No need for an external or internal modem. No need for an ISP account. No need for a separate landline connection.
One free e-mail account (with a 10 MB mailbox) and 2 MB of web space
A choice of prepaid and postpaid options to suit your usage needs
Use of data cards to make voice calls and send SMS
RELIANCE POSTPAIDSFIXED WIRELESS PHONES
Current models
CLASSIC 2208
CLASIC WP 820
LG LSP 410
CLASSIC WP 829
RELIANCE MOBILES
Video Camera Phone
Current handset models
PDA color phone
Current handset models
Reliance Hello Postpaid PlansPlans-Need .
High STD calls High local fixed calls High local mobile calls
High on net
Special ones
One India
Simply2030
Plan
150
local
299
Plan
500
Hello125
Mobile
299
Plan 600
PlAn1000
Plan1500
Monthly rental
180 130 150 299 500 125 299 600 1000 1500
Clip 0 0 50 0 0 0 0 0 0 0
Free usage
50 0 35 0 470 0 150 600Onnet
975 1525
On net pack
charges
225 225 175 125 75 225 125 N.A. 75 75
On net 0.40 1.20 0.40 0.50 0.37 0.40 0.40 0.33 0.30 0.30
Plan one India offers lowest call rate of 0.40p/min on Reliance hello to Reliance hello.
HELLO PACKS
SMS Pack-Get unlimited on net SMS anywhere in India +Rs. 25 worth off net SMS in just Rs.50 only
STD Pack-Call any phone in India for Rs. 1/min. on rental just Rs. 99/month only
Night Pack-Call any Reliance phone in Mahrashtra and Goa and Mumbai free between 11 pm to 7 am on rent Rs. 99/month
HANDSET PROPOSITIONS
Get Rs.2400 intra circle on net talk time free Free intra circle on net talk time-Rs.100 per month for 24
months Applicable on –Plan 150, plan 290, plan 500, plan 1000, plan 1500, plan 125, plan local 299, plan mobile 299, plan one India 225, plan one India 225.
PLANS FOR RELIANCE MOBILESPOSTPAIDS
These are divided into three level of plans Entry level plans Mid level plans High level plans
ENTRY LEVEL PLANS
PLAN TYPE ENTRY PLANSP 149
NJ 199 SOH
O
NJ 199INDI
A
CHAT&
PLAY
MONTHLY RENTAL 124 199 199 199CLIP & PLAN
CHARGES25 - - -
TOTAL MONTHLY COMMITMENT
149 199 199 199
FREE INTRA CIRCLE TALK TIME
- 150 199 -
CALL RATES WITH IN M&G (Rs./Min.)TO ALL RELIANCE
PHONE0.50 0.50 1.20 1.2/0*
TO OTHER MOBILES 0.50 0.50 1.20 1.2/0.5*
TO LANDLINE 1.00 1.00 1.20 1.2/0.5*
STD RATES REST OF INDIA (Rs./Min.)TO ALL RELIANCE 2.00 2.49 2.40 2.40
TO OTHER MOBILES 1.00 1.00 0.50TO LANDLINE 1.00 1.00 1.00
STD RATES REST OF INDIA (Rs./Min.)TO ALL RELIANCE
PHONE1.00 0.40 1.50
TO OTHER PHONES 1.00 1.00 1.50
INDIA ROAM FREE PLANS
Roaming tariff for mobile roam free plans
India Roam Free
Plan 390 Plan 990
Local out going calls while roaming
To Reliance/others
40p/Rs. 1
50p
STD out going calls
All phone call rate
1.00 1.00
Incoming Free incoming talktime
1.00 1.00
HIGH LEVEL PLANS
PLAN TYPE MID LEVEL PLANNJ 399 NJ 499
MONTHLY RENTAL 399 499CLIP & PLAN CHARGES 50 50
TOTAL MONTHLY COMMITMENT
449 549
FREE INTRA CIRCLE TALK TIME
- -
CALL RATES WITH IN M&G (Rs./Min.)TO ALL RELIANCE
PHONE0.40 0.40
TO OTHER MOBILES 0.85 0.75TO LANDLINE 0.85 0.75
STD RATES REST OF INDIA (Rs./Min.)TO ALL RELIANCE
PHONE0.85 0.75
TO OTHER PHONES 0.85 0.75
Unlimited Reliance Mobile Calling Pack-
Call any Reliance mobile on rental of Rs. 375 per month
Pack is available with all plans Only for Reliance mobile calls in Maharashtra &
Goa This pack will not be applicable while roaming
RELIANCE NETCONNECT TARIFF PLANS FOR DATA CARD
& USB MODEM
1. Time Based Plans2. Data Based Plans
Time Based Plans
Post paid plans Freedom@ night
Swift 40
Swift72
Swift100
Swift180
Internet TariffMonthly charge 400 400 650 900 1500
Bundled hours/monthPeak hours
(6 am to 10 pm)Rs.50p/
min.20
hours36
hours50
hours90
hoursOff peak hours(10 pm to 6 am)
Unlimited
20 hours
36 hours
50 hours
90 hours
Additional usage rate
N.A. Rs.50p/min.
Rs.50p/min.
Rs.50p/min.
Rs.50p/min.
Free E-mail account
10 MB 10 MB 10 MB 10 MB 10 MB
Free web space 2 MB 2 MB 2 MB 2 MB 2 MBVoice & SMS Tariff
Free SMS/month
Nil Nil 100 per
month
100 per
month
100 permonth
Data Based Plans
Post paid plans Freedom Freedom Plus PlatinumInternet Tariff
Monthly charge 650 900 1500Bundled data
Exchange/month1 GB 1.5 GB Unlimited
Additional usage rate
Rs. 2/MB Rs. 2/MB N.A.
Free E-mail account
10 MB 10 MB 10 MB
Free web space 2 MB 2 MB 2 MBVoice & SMS Tariff
Free SMS/month 100 100 100
PREPAID PLANS
GSK Value Validity Talk time Rs.99 7 days Rs.10
Rs.220 6 months Rs.10Rs.375 1 year Rs.10Rs.660 2 year Rs.10
Usage rate for internet access- 30p between 10 pm to 6 am & 60p between 6 am to 10 pm
RESEARCH METHODOLOGY
Methodology in the applied sense refers to various methods used by the researcher right from data collection and various techniques used for the same for interpretation and inference. Methods and techniques are often used synonymously in research literature. Research methodology is what must be done, how it will be done, what data will be needed, what data gathering will be employed, how sources of data will be selected and how the data will be analyzed and conclusions reached. When we talk of research methodology we not only talk of the research methods but also consider the logic behind the methods we use in the context of our research study and explain why we are using a particular method or technique and why we are not using others so that research results are capable of being evaluated either by the researcher himself or by others.
OBJECTIVES OF THE RESEARCH
The basic purpose of the research was to identify the position of the employees . The key objectives of the research are as follows:
(1) To know about the how they get training.
(2) To know about the employees satisfaction from training.
(3) To make the employees aware about the new product
and plans and with this to know exactly what type of plans does the customer wants to use.
(4) Ask them to take the complete view of the customer about the RCIL and its services and thus to generate need of Reliance products.
(4) With the help of the questionnaire the company can made the important changes in the training procedure so that the company reaches towards the employes satisfaction.
IMPORTANCE OF THE RESEARCH
Significance of research and research leads to invention. Following facts highlight the importance of the research.
(1) Research facilitates logical or scientific thinking process which leads towards flow less strategy formulation.
(2) It facilitates identification of ‘trends’ which ultimately responsible in marketing opportunities.
(3) Decision making becomes easier for well researched phenomenon.
(4) Research is important in solving various operational and planning problems of business and industry.
(5) It helps understanding perception of the employes about the training and accordingly designs the training process.
Major Data Collection methods
I. Secondary Researcha) Internal secondary data
Data from the company itself which the company already has.
b) External secondary data
Data from the magazines and news papers,
II. Survey Researcha)Telephone interviews
Collection of information from respondents via telephone
b) Mail interviews Collection of information from respondents via mail or similar techniques
c) Personal interviews
Home interviews
Intercept interviews
Collection of information in a face-to-face situation.Personal interviews in the respondent’s home or officePersonal interviews in a central location, generally a shopping mall
III. Field experiments Manipulation of the independent variable(s) in a natural situation.
RESEARCH AND FINDINGS
There are many types of the research like descriptive, analytical, basic, applied, qualitative, quantitative, and conceptual. I have chosen the field of Asthana tower, reliance communication .
Descriptive Research:In this type of research I have collected data by observation, by mailing to the companies or to the key decision maker, by going to the company with the appointment with the key decision maker and ask employees about training produres in the Reliance Communication .
Analytical Research:I also have collected data from already available information. I got the information from the newspapers with the help of that information (phone no.) I used to take appointment with the concerned person and. In this research correlation technique is used to analyze the data.
Basic or Pure Research:Visiting to the company to company I have got many people who are not satisfied with the services of RCIL.This enhance my ability of dealing with the people and make them satisfied.
Applied Research:The research which has immediate commercial potential is called applied research. Applied research can further be classified as problem oriented and problem solving research.
Problem Oriented Research – During the research I have met with many people who are having many problems regarding the connections, poor network, poor services and many other problems. Most of the customers are saying about the billing procedure they have big problem with the collection of the bills so that makes the satisfaction level of the customers down.
Problem solving Research – RCIL is facing the main problem about the network and the billing of postpaid connections users because there is no collection centre near by the area which I have visited that is why the company is not getting good business from the particular area.
Quantitative Research:I have visited about 350 companies and I have got different result from them 80% of the people listened to me, 20% of the people did not listen me, the sales results were very low.
Conceptual Research:Many of the people want to pay the bill at the place which should be near to them and safe also
PROMOTIONAL WORKSales promotion is one of the four aspects of promotional mix. (The other three parts of the promotional mix are advertising, personal selling, and publicity/public relations.) Sales promotions are non-personal promotional efforts that are designed to have an immediate impact on sales. Media and non-media marketing communications are employed for a pre-determined limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include:
coupons discounts and sales, including Blue Cross Sale contests point of purchase displays rebates free samples (in the case of food items) gifts and incentive items free travel, such as free flights
Sales promotions can be directed at the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions. Some sale promotions, particularly ones with unusual methods, are considered gimmick by many.
Under sales promotion I have done a survey for the web world franchisee and for that I have visited some areas which are as follows-
F.C.ROAD J.M.ROAD BHANDARKAR ROAD KARVE ROAD M.G.ROAD BOOTEE STREET EAST STREET VIMAN NAGAR KALYANI NAGAR KOREGAON PARK
I have distributed the pamplates, door to door or company to company selling, and have putted stalls in the HCL carnival on F.C. road in hotel ASHISH PLAZA for two days also.
Doing a project in RELIANCE COMMUNICATION in Pune city, was a great opportunity to practically understand and experiencing the marketing field.I express my deep sense of gratitude to RELIANCE COMMUNICATION for giving me this opportunity and for providing platform to undergo training, and get the valuable knowledge of telecom industry.
As RELIANCE COMMUNICATION is a telecom company the project was totally a marketing project hence it helped me to practically understand the telecommunication services.
The company helped to understand various schemes.
The company also helped me to understand every step of their competitors in the market.
The company also helped me to understanding how FOS performs their work efficiently.
During the survey it is observed that what are the real problems faced by the customer.
Meeting different people in various segments, interviewing with corporate and actual users helped me to learn the basics of telecom industry.
During the survey I came to know the real competition between the major players of telecom industry. It helped me to understand the future of telecom industry with its opportunities and threats.
On net 1/3 min. 1.2/3min. 0.5 min. 1.1/3min.Mobile 1/min. 1.2/min. 0.5/min. 1.1/1 min
Landline 1/min. 1.2/min. 1.2/min. 1.1/min
NLD on net 1/min. 1.2/3min. 1.2/3min. 1.2/3min.NLD mobile 1/min. 2.4/min. 2.4/min. 2.4/min.NLD landline 1/min. 2.4/min. 2.4/min. 2.4/min.
ADVANTAGES
Over Airtel
R Connect – The Reliance CDMA 20001X technology and pan India coverage enables to get online from almost any location in India.
People can use the data card from Reliance with your laptop or the USB modem with your desktop or laptop.
Speed up to 144 kbps.
Significantly faster then dial-up connections & not restricted to the home / office like wired broadband.
Use across India in more then 5700 villages. Not limited to major cities like GPRS & EDGE.
“The true definition of mobility”
ADVANTAGES
Over TATA
Reliance has the wider coverage area & hence its range of usage is better in both cities as well as rural areas.
Reliance is the only operator that provides internet access via data card/USB modem in prepaid format as well.
Customer have facility to recharge with low denomination vouchers & subsequently use top ups thereby lowering access cost.
SWOT ANALYSIS OF RELIANCE COMMUNICATION
STRENGTH
Big brand name The new
technology launcher (CDMA)
First in FWP’s Strong market Good network in
INDIA
WEAKNESS
Services Customer care
section Not very good
tariff plans for STD users
Battery life of hand sets
OPPORTUNITIES
Growing data card market
Growing market of CDMA phones
Establishment of new business in Pune
THREATS
Launch of TATA Indicom USB modem
Big market share of Airtel and growing TTSL in Maharashtra
CONCLUSION
Reliance communication is a very big brand name and I am very
thankful to the Reliance people to help me in completing my project
in Reliance communication. Reliance communication provides me
the good opportunities to make my skills stronger in marketing. I am
also very thankful to my project guide Mr. Rajiv Taneja for giving
me his useful guidelines and important time.
While doing this project I have talked with many people and came
to know about the market and I learnt that how the companies’
works and what they have to do for retaining there position in the
market.
Reliance Communications has trained me to face the challenges
whatever in the market.
RECOMMENDATION
After completing my work of analyzing and creating customers for postpaid mobiles, fixed wireless phones, Data cards and USB modem of Reliance communication I want to recommend some important facts to the company about its products.
Company should come with some good and effective plans to make the customer satisfied.
Company should move towards the good customer relations so company should plan for the customer relationship management.
Reliance Communications is having good range of its products that is why they are challenging the competitors so make it large.
Sales Executives are not getting proper guidance and support from the seniors because of heavy workload on them so there is a need to manage workload so managing manpower is also a big task to do.
Majority of respondents complain about the after sales services like billings, and interruption in the network so the quality of after sales services should be improved.
Customer care services are very poor company should improve that part also.
Device installation and registration on site should be easier to work so that customers need not to give more papers at the time of purchasing a new connection.
Reliance Communication should make such strategies which suits the company’s name and brand. Reliance Communication is already having a good brand image.