Final Report

PROJECT REPORT ON

“DESIGING AN INTEGERATED MARKETING COMMUNICATION FOR

RELIANCE 3G”

Submitted to:

DR. SHRADDHA SHIVANI

DEPARTMENT OF MANAGEMENT

BIRLA INSTITUTE OF TECHNOLOGY, MESRA

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ACKNOWLEDGEMENT

We consider ourselves fortunate to receive the encouragement & patronization of all those who helped us in the completion of this project. It is properly guided effort that leads to the goal.

We are very grateful and thankful to our project guide, Dr. Shraddha Shivani, for his valuable guidance. Without his efforts, this project wouldn’t have been up to mark.

We would like to express our sincerest gratitude to the respondents of this study (Retailers, staff of Reliance communication Ranchi) who responded to our queries.

Further, a project of this nature calls for cerebral nutriment, professional guidance & encouragement from every corner. To put it together we are highly indebted towards all other faculties whose cooperation has made the project successful.

Thanking you,

The Research Team

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INDEX

SERIAL NO. TOPIC PAGE NO.1. INTRODUCTION 61.1 ABOUT THE

PROJECT7

2. LITERATURE 83. NEED OF THE

STUDY15

4. RESEARCH OBJECTIVES

17

5. RESEARCH METHODOLOGY

19

5.1 HYPOTHESIS 205.2 RESEARCH

PROBLEM20

6 SAMPLING PLAN 216.1 SAMPLE UNIVERSE 226.2 SAMPLING UNITS 226.3 SAMPLING SIZE 226.4 SAMPLE METHOD 226.5 RESEARCH STUDY 227. METHODS OF DATA

COLLECTION23

8. GRAPHS(DATA ANALYSIS AND INTERPRETATION)

25

9. FINDINGS 3910. CONCLUSION 4111. LIMITATION OF THE

STUDY43

12. SUGESSTIONS 4513. QUESTIONNAIRE 4714. BIBLIOGRAPHY 50

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DESIGNING AN INTEGERATED MARKETING COMMUNICATION

FOR RELIANCE 3G

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1.INTRODUCTION

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1.1 ABOUT THE PROJECT

Reliance Group, an offshoot of the 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 Infrastructure Limited).

Reliance Group’s flagship company, Reliance Communications, is India's largest private sector information and communications company, with over 150 million subscribers. It has established a pan-India, high-capacity, integrated (wireless and wireline), convergent (voice, data and video) digital network, to offer services spanning the entire info comm value chain.

Other major group companies — Reliance Capital and Reliance Infrastructure — are widely acknowledged as the market leaders in their respective areas of operation.

Reliance 3G was launched in Ranchi on 18th March, 2011. It was the first private 3G telecom service provider in Ranchi. It can support speed up to 28 MBPS.

From launching till date about 2500 customers out of approx. 70000 Reliance customers are using 3G services which is less than 5% of total customer base.

Its competitors in 3G services are BSNL, Airtel & Aircel in Ranchi.

So, we are going to design an IMC campaign for Reliance 3G to make the people aware about the plans and tariffs of reliance 3G and help it in establishing as a market leader and increasing its customer base in Ranchi.

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1.2 ABOUT INTEGRATED MARKETING COMMUNICATION:

When a person, group or organization attempts to transfer an idea or message communication occurs when the receiver is able to comprehend the information. It is a part of any advertising or marketing program.Marketing communications are the means by which a firm attempts to inform, persuade and remind customers-directly or indirectly- about the products and brands they sell.Marketing communication also performs many functions for its customers. They can tell or show customers how and why a product is used, by what kind of person, where and when. Consumers can learn about who makes the product and what the company and brand stands for. Marketing communication allows companies to link their brands to other people, places, events, brand experiences, feelings, and, things.

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1.3 ABOUT THE COMPANY

Reliance Group, an offshoot of the 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 Infrastructure Limited).

Reliance Group’s flagship company, Reliance Communications, is India's largest private sector information and communications company, with over 150 million subscribers. It has established a pan-India, high-capacity, integrated (wireless and wireline), convergent (voice, data and video) digital network, to offer services spanning the entire info comm value chain.

Other major group companies — Reliance Capital and Reliance Infrastructure — are widely acknowledged as the market leaders in their respective areas of operation.

Reliance Communications

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Personal Business

Enterprise Business

Infrastructure Business

Global BusinessIntegrated play covering the entire telecom value chain

1.4 WHAT IS 3G?

3G refers to the Third Generation mobile network, sometimes also referred as UMTS

3G networks offers more data download speeds

Offers users advanced services e.g.: multimedia applications like video and broadband services

3G+ & 3.5G are the names given from some operators to an upgraded 3G network

3G entry in India

RCOM has emerged with a strong 3G footprint in the auction with presence in 13 circles including all 3 metros

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Assam

West BengalKolkata

Orissa

Bihar

MP

Rajasthan

Punjab Himachal Pradesh

J & K

Mumbai

Delhi

3G Network Map

3G SERVICES

Mobile broadband

Reliance Mobile is providing the best speeds (up to 28 Mbps), the fastest download and upload speeds and providing coverage in the largest number of areas in India

Reliance Mobile broadband will always be connected to the fastest possible technology available (3G, EDGE, GPRS….)

The services that Reliance Mobile Broadband will offer are Dongles, phone as modem & Mobile Internet.

When compared to HSD, Reliance’s 3G MBB offers higher speeds (up to 28 Mbps vs. 3.1 Mbps for HSD), is easy to use on any computer and offers very convenient tariffs

Mobile TV

Live TV with ~100 channels across sports, news, music , kids and general entertainment

Video on demand offering ranging from short clips (movie trailers, songs) to full length movies and made for mobile content (mobisodes)

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Video call

Real time two-way video and voice communication between two video-call enabled 3G handsets

Easy to user – as simple as making or receiving a voice call

Requires both calling and receiving customers to have front camera 3G handsets in 3G coverage area

R World

New and improved WAP portal to be launched with improved graphics and rendering for enhanced user experience

WAP portal will be a storefront for all reliance VAS services; strong content offering (Bollywood, international, niches like devotional)

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2.SITUATIONAL ANALYSIS

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2.1 SWOT ANALYSIS OF RELIANCE 3G

STRENGTH

Good brand image of Reliance

Strong customer base of 2G in Ranchi

High speed mobile broadband upto 32 mbps

Unique VAS features

WEAKNESS

Network problem in some areas of Ranchi

Poor customer care service

Awareness of 3G services among retailers are not upto mark.

Tariff charges of BSNL is more economical than Reliance 3G

OPPORTUNITY

Can emerge as a market leader in 3G services in Ranchi

Can increase market share and customer loyality in Ranchi

Customer gives preference to GSM over CDMA

THREAT

BSNL 3G tariffs charges is less than Reliance 3G

Threat from new entrants like Aircel & Airtel

Market demand is not as per expectation

3G handsets are expensive than ordinary handsets

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2.2 ADVERTISEMENT OF RELIANCE 3G

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2.3COMPETITORS FEATURES OF RELIANCE 3G

BSNL

Highest customer base of 3G in Ranchi.

Cheapest tariff rates of 3G in videocalling.

Low 3G activation charges.

Launched cheap 3G handsets bundle offer.

AIRTEL

Congestion free 3G Network.

Good network Coverage .

High quality video calling.

Other features:-

Video talkies

App central

ADVERTISEMENTS OF BSNL 3G

ADVERTISEMENTS OF AIRTEL 3G

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3.1 MARKETING OBJECTIVE

To increase brand awareness of Reliance 3G services. To increase product awareness. To increase preference of Reliance 3G over its competitors. To capture a substantial percentage of market of Reliance 3G.

3.2 IMC OBJECTIVE

To firmly establish Reliance 3G brand positioning and development strategies with targeted customers group.

To create a sensuous impact rather than regular Reliance 3G advertisement.

To intensify its position as a market leader in 3G services in Ranchi.

To make awareness amongst customers about features and uses of Reliance 3G services.

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4. BUDGETING

There are four common methods that are used to decide the promotional budget:

1) Affordable Method:The budget is what a Company can afford to spend. It does not look upon advertising asan investment and leads to uncertain annual budget.

2) Percentage of Sales Method:Many Companies set promotion expenditures at a specified percentage of sales or sales price.But it discourages experimentation. Also, it depends on year to year sales fluctuations and henceinterferes with long term planning.

3) Competitive party methodSome Companies set promotional budget to achieve share of voice parity with competitors.The disadvantage is, there is no reason to believe the competitors know better.

4) Objective and Task Method1) Defining specific objectives2) Determining the task to achieve these objectives

4.1 Method of Budgeting used by us:-

Task & Objective Method

Setting marketing objective: To generate sensuous impact on customer’s mind and make them aware with various distinct features and uses of RELIANCE 3G.

Determine task required: Advertising, sales promotion, Personal selling, Tele marketing.

Estimate cost associated with tasks: Approx 1 crore in IMC Activities required for this campaign.

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4.2 IMC TOOLS USED

Advertising:

a. Print Media

b. FM Radio

c. Hoarding

Sales Promotion

Personal Selling

Telemarketing

Media plan period: 2 Months

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4.3 MEDIA PLANNING

PRINT MEDIA-

Target Audience:

Youth, Housewives, Semi-Urban customers, business professions and

Service class people.

Newspapers

English daily- Hindustan times & times of india

Hindi daily- Prabhat khabar & Dainik bhaskar

Frequency:

Hindustan times & prabhat khabar-

Two times a week including Sunday for one month

One time a week for next one month

Times of india & Dainik Bhaskar-

One time a week on alternate day

Rates of Hindi & English daily-

Prabhat khabar-460/sq.cm, Hindustan times-400/sq.cm

Times of india-510/sq.cm Dainik bhaskar- 480/sq.cm

Reach-

Prabhat khabar- Hindustan times-

Times of india- Dainik bhaskar-

Size of advertisement – (20*12)cm. on front page

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Expected budget on Print media-

Hindi dailies- 18 lac (approx)

English daily- 17 lac(approx)

Total print media budget-35 lac

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FM RADIO

Target audience

Youth, Housewives, Semi-Urban customers and Service class people

Radio Station

Big 92.7 FM

Duration of ad: 1 minute approx

Frequency

First month:-10 times a day

(6 ads prime time & 4ads in non prime time)

Second month:- 6 ads a day

(4 ads in prime time 2 ads in non prime time)

Structure &Cost

Prime Time

7 am-11 am & 5 pm-9 pm

Cost: Rs 370/10 sec

Non Prime Time11 am-4 pm & 9 pm-12 am

Cost: Rs 320/10 sec

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NEED OF STUDY-

Customers are the valuable assets for any banker because their business depends on

them. The main motto of bank is to keep a good relationship with the prospective

customers and satisfy their requirements in the best possible manner. Through this study

the bankers will get to know how far the customers are satisfied by the services provided

by them and if they are not satisfied then where they lag and what improvements are

required on their part. In general, the bankers will get to know the services that are

expected by the prospective customers and this will help the bank to improve upon their

performance.

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4.RESEARCH OBJECTIVES

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OBJECTIVES OF THE RESEARCH

1. To study the essential services expected by the prospective customers from their bankers.

2. To measure the satisfaction level of customers from the services provided by the banks.

3. To suggest improvement measures to the banks.

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5.RESEARCH METHODOLOGY

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5.1.HYPOTHESIS-

1. Customers are satisfied by the services of accounts and deposits provided by the bank.

2. Customers are satisfied by the loan facility provided by the bank.3. Customers are satisfied by the services and transaction facilities provided by the

debit and credit cards of the bank.4. Customers are satisfied by ATM services provided by the bank.5. Customers are satisfied by the internet banking facility.

5.2.RESEARCH PROBLEM-

To study the essential services expected by the prospective customers from their their bankers, measure the satisfaction level of customers and suggest measures to improve the performance of bank.

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6.SAMPLING PLAN

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6.1. SAMPLE UNIVERSE

The residents of South & North Office Para.

6.2.SAMPLE UNITS

Those residents of South & North Para who are the customers of State Bank Of India & Bank Of India ( South & North Office Para Branch).

6.3. SAMPLING SIZE

Our sample size was 40.

6.4 SAMPLE METHOD

Our sampling method was simple random sampling.

6.5 RESEARCH STUDY

Our research study is descriptive and conclusive.

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7.DATA COLLECTION

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METHODS OF DATA COLLECTION

Method of primary data collection:

1.Questionaire method

2.Interview method

Method of secondary data collection:

Data collected from the SBI & BoI website.

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8.GRAPHS(DATA ANALYSIS AND INTERPRETATION)

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8.1. No. of customers maintaining different kind of Accounts and Deposits

Current A/c Savings A/c Recurring Deposits

Fixed Deposits Demat A/c Safe Deposit Lockers

3

40

12

30

16

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No. of CustomersNo. of Customers

Comment: Maximum no. of customers maintains savings a/c with the bank. So, banks should focus more upon its saving a/c facilities.

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8.2. Unnecessary charges for not maintaining minimum balance

Yes40%

No60%

Unnecessary Charges

Comment : Banks donot charge unnecessarily for not maintaining minimum balance in  the account.

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8.3. Competitive Interest Rates

Yes92%

No8%

Competitive Interest Rates

Comment : Banks do offer competitive interest rate

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8.4. No. of customers maintaining different kind of loans

Home Auto Education Personal

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2018

15

No. of CustomersNo. of Customers

Comment: Maximum no. of customers go for home loans with the bank.

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8.5. Time consuming and exhaustive procedures for loans

Yes33%

No68%

% of Customers Satisfied

Comment: Most of the customers feel that the formalities and procedures for acquiring loan is time consuming and exhaustive

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8.6. Transaction limit on debit and credit cards

Yes85%

No15%

% of Customers Satisfied

Comment: Maximum customers are satisfied by the services and transaction limit of the

debit and credit card of the bank

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8.7.ATM banking Services

Unsatisfied Somewhat Satisfied

Satisfied

ATM Network Distribution

4(10%) 16(40%) 20(50%)

Continuous Services 15(37.5%) 18(45%) 7(17.5%)

Ease of Screen Use 22(55%) 13(32.5%) 5(12.5%)

About the Services 10(25%) 13(32.5%) 17(42.5%)

Total 51 60 49

Comment: Overall, the customers are somewhat satisfied by the ATM banking services of the bank.

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8.8.Internet Banking Services

Unsatisfied Somewhat Satisfied

Satisfied

Page Setup/ Menu Flow 6(15%) 9(22.5%) 25(62.5%)

Ease of use/ Navigation 4(10%) 8(20%) 28(70%)

Content 3(7.5%) 10(25%) 27(67.5%)

About the Services 1(2.5%) 7(17.5%) 32(80%)

Total 14 34 112

Comment: Most of the customers are satisfied by the internet banking services provided by the bank

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8.9. Customer Relationship

Yes48%

No53%

% of Customer Satisfaction

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Comment: Most of the customers are satisfied with the customer relations of the employees

8.10. Response Time

40%

60%

% of Customer SatisfactionYes No

Comment: Most of the customers are satisfied with the response time of the bank

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8.11. Willing to continue with the present banker

Yes73%

No28%

% of Customers willing to continue

Comment: Most of the customers are willing to continue with the present banker

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8.12. Overall Quality of your Banker

8% 13%

25%

50%

5%

% of CustomersExcellent Very Good Good Average Poor

Comment: Most customers rate the overall quality of banks as average

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8.13. What comes to customer’s mind when they think about their Bank

Personalised Service10%

Wide Branch Network20%

Customer Service20%

Computerised Banking30%

Core Banking20%

Services

Comment: Computerised Banking comes to customer’s mind first when they think about their Bank

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9.FINDINGS

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Our Findings-

1. The account and deposit facility of the bank meets the expectation level of the customers because it offers competitive interest rate and do not charge unnecessarily for not maintaining minimum balance in the account.

2. Maximum customers maintain saving account with the bank.3. The loan facility provided by the bank does not meet the expectation level of the

customers because the formalities and procedures for acquiring loan is time consuming and exhaustive.

4. The debit and credit card facility provided by the bank meets the expectation level of the customers because they are satisfied by the facility and transaction limit of the debit and credit card provided by the bank.

5. The ATM Banking facility provided by the bank meets the expectation level of the customers partially. Though they are satisfied by the ATM network distribution and other services, they are somewhat satisfied by the continuous services but are unsatisfied by the ease of screen use.

6. The Internet Banking facility provided by the bank meets the expectation level of the customers as they are satisfied by the page setup/ menu flow, ease of use/navigation, content and other services.

7. Most of the customers are satisfied with the customer relations of the employees.8. Most of the customers are satisfied with the response time of the bank.9. Most of the customers are willing to continue with the present banker.10.Most customers rate the overall quality of banks as average.11.Computerized Banking comes to customer’s mind first when they think about their

Bank.

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10.CONCLUSION

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The customers are somewhat satisfied by the essential services provided by the bankers to them. They expect that the loan facility provided by the banks should need a little

improvement as far as the procedure and formalities for acquiring a loan is concerned which is very time consuming. They also expect that ATM facility should me made a little

better in terms of money transaction i.e. sometimes it happens that withdrawal below denomination of Rs.500 is not possible, so this type of problem should be avoided and

flexibility should be increased. Also, banks should work upon the ease of the ATM screen use. Banks should give stress on savings a/c and computerised banking facility which is

expected by the customers. But, on the whole the essential services provided by the banks somewhat meet the expectation level of the prospective customers.

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11.LIMITATIONS

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Limitations

1. Our Study premises is confined to South & North Office Para.2. Time constraint is another limitation for our project.3. We have not covered each and every service provided by the bank.

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12.SUGGESTIONS

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Suggestions

1. The procedures and facilities for acquiring loans should be made less time consuming, fast and esay.

2. The ease of screen use for ATMs should be improved as it creates problems sometimes.

3. ATM facility should me made a little better in terms of money transaction i.e. sometimes it happens that withdrawal below denomination of Rs.500 is not possible, so this type of problem should be avoided

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13.QUESTIONNAIRE

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CUSTOMER EXPECTATION QUESTIONNAIRE

NAME OF CUSTOMER:

NAME OF THE BANK:

OCCUPATION: ANNUAL INCOME:

AGE: DATE:

I would be grateful if you could spare a few minutes to complete this Customer Satisfaction Questionnaire to help me to know the desired level and expected level of customer satisfaction for my project.

1. For the past how many years you have account with this bank?

2. What kind of account & deposits do you maintain in this bank?(a)Current (b)Savings (c)Recurring ( d)Demat (e)Fixed (f)Safe Deposit Locker

3. Do they charge unnecessarily for not maintaining minimum balance in your account(a) Yes (b) No

4. Do you think your bank offers competitive interest rates?(a) Yes (b) No

5. What kind of loans do you maintain in this bank?(a)Home (b)Auto (c)Education ( d)Personal

6. Do you feel the formalities and procedures for acquiring loan is time consuming and exhaustive? (a)Yes (b)No

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7. Are you satisfied by the services and transaction limit of the debit and credit card of your bank?

(a)Yes (b)No If No then why?

8. How would you describe your views about ATM banking services? (1- Satisfied 2- Somewhat Satisfied 3- Unsatisfied)

ATM network distribution

Continuous Services

Ease of Screen Use

About the service

9. How would you describe your views about Internet banking services? (1- Satisfied 2- Somewhat Satisfied 3- Unsatisfied)

Page Setup/ Menu Flow

Ease of Use/Navigation

Content

About the service

10. Are you satisfied with the customer relations of the employees?(a) Yes (b) No

11. Are you satisfied by the response time?(a) Yes (b) No

12. Are you willing to continue with your present banker?(a) Yes (b) No

13. What do you feel about overall service quality of your  bank. (a)Excellent (b)very good (c)good (d)average (e)poor

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14. When do you think of your bank what comes first in your mind (a)Personalised service (b)Wide branch network (c)Customer  service (d)computerised banking (e)Core banking

14.BIBLIOGRAPHY

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BIBLIOGRAPHY

Websites1) www.sbi.co.in2) www.rbi.org.in3) www.boi.com4) www.wikipedia.com5) www.informationforaccountants.com

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