Reliance Communication - Marketing Research

7/21/2019 Reliance Communication - Marketing Research

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MARKETING RESEARCHONCONSUMERBEHAVIOR,

PREFERENCEONCDMA HANDSETPENETRATIONWITHCOMPETITIVELANDSCAPE

AT

RELAINCE COMMUNICATIONS LTD.

SUBMITTED BY:

VIDESH KUMAR

BBA-6TH SEMESTER

ROLL NO.-:9165556

UNDER THE GUIDANCE OF

MIS. GUNAN

HARLAL INSTITUTE OF MANAGEMENT

TECHNOLOGY

0
http://www.relianceinfo.com/Infocomm/index.html


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Table of Contents

Acknowledgement 2

Abstract 3

Introduction to

Indian Telecom Industry 4

About Reliance Communications Ltd. 8

Organiational !tructure o" Reliance Communication Ltd. #3

$arket Researc% #4

&ro'ect (ndertaken #8

Ob'ecti)e o" t%e *ro'ect #+

,escri*tion o" &ro'ect 2-

Limitations 22

$et%odology 23

Literature Re)iew Telecom &olicy

In)ironment 24

/C0 $atri1 28

!OT AAL!I! 2+

&rogress o" t%e &ro'ect 3#

Result 5 Analysis 36

!uggestions 63

Additional ork 64

Learning 71*erience

&ro"essional 6+ &ersonal -

A**endices #71ecuti)e !ummary 9

Acknowledgment

1


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I would first like to thank Mr. Salim haq, CEO, Reliance Communications Ltd.

Lucknow for giving me the opportunity to work in this organization.

Now I would like to thank Mr. Gaurav Singh, Manager - Marketing and my

company guide, Reliance Communications Ltd. Lucknow for giving me the

opportunity to work in this esteemed organization and giving me the opportunity to

work on this project which helped me gain immense knowledge. I also thank him

for the guidance provided y him in the process without which it could not have

een possile for me to complete the task successfully. I am grateful to him for

giving me the opportunity to work on the market of reliance !oile.

I gratefully acknowledge the help rendered y entire the marketing team at

Reliance Communication for helping me y providing all the re"uired knowledge

and information during the project.

Now I would like to thankMISS. G!"#!, our honorale #acaultyof$#RL#L

I!S%I%%E O& M#!#GEME!% %EC$!OLOG' for permitting me to do my

project in this valuale organization and for constantly guiding me in learning

new aspects of the corporate world and giving me a etter insight of the things.

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ABSTRACT

In recent years, the adoption of the mobile phones has been exceptionally rapid inmany parts of the world, and especially in India where mobile phone are common as wrist

watches. This research will try to investigate consmer behavior in celllar phone mar!ets where

there is stiff competition among the varios players as to captre the ntapped mar!et share. This

research srveyed "## Indian consmers and retailers in " different ma$or cities of the %& eastcircle. This is done throgh 'estionnaire method and the reslt will try to find ot the preference

of consmers while prchasing the new handsets. This will also help the company to lanch new

bndled offers to the consmer and to decide its mar!eting and selling strategy.

This research will conclde of contribtions and proposes ideas for ftre stdies in this area.

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INTRODUCTION TO INDIAN TELECOM INDUSTRY

The Telecom indstry in India is the (thlargest networ! in the world meeting p with global

standards. &resently, the Indian telecom indstry is crrently slated to an estimated contribtion

of nearly )* to India+s -&.

The Indian Telecommnication networ! with ))#.#) million connections is the fifth largest in the

world and the second largest among the emerging economies of Asia. Today, it+s the fastest

growing mar!et in the world. The total sbscriber base has increased by #*. In the last " years

ot of " sbscribers / were wireless sbscribers. Conse'ently, wireless now acconts for (.0*

of the total telephone sbscriber base. The wireless technologies crrently in se are lobal

System for 1obile commnications 2S13 and Code -ivision mltiple Access 2C-1A3. There

are primarily 4 S1 and ( C-1A operators providing mobile services in )4 telecom circles and

metro cities, covering /### towns across the contry.

MAJOR LAYERS

There are " types of players in the telecom indstry5

State owned company 2BS67 and 1T673

&rivate Indian owned companies 2Reliance Commnications, Tata Indicom3

8oreign Invested Companies 29tch:;ssar:


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The new strctre of Indian Telecom Indstry is shown in figre below =

$inistry o"

Telecommunication

Telecom

Regulatory

Aut%ority

O" India

,e*artment o"

Telecommunication

:!L

International

Services


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8rom the time of telegraphs Indian Telecom Sector has witnessed an immense growth and has

diversified into varios segments li!e, fixed line Telephony, mobile Telephony, S1, C-1A,

>77 etc. The telecom indstry is growing at a fast pace introdcing newer technologies.

6ow it+s time to welcome the mch: awaited " technology to earn very high revenes from the

vale added services provided by the technology. The technology is initially being lanched on

C-1A platform.

"# TEC$NOLO#Y

" or third generation technology is convergence of varios second generation

telecommnication systems. The technology is intended for S1ART&9?6;S = mltimedia cell

phones, video broadcasting, and other e:commerce services sch as, stoc! transactions, and e:

learning will now be made possible mch faster. It offers "mbps speed for downloading, which is

very high as compared to that of the / technology. The " technology provides for internet

srfing, downloading, e:mail attachment downloading, adio:video conferencing, fax services,

and many other broadband applications.

"# SU%SCRI%ERS %ASE &ORLD&IDE

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MAJOR COMETITORS

AIRT;7

I-;A

9%TC9

C;77 ?6;

S&IC;

;SC?T;7

@?S9I@A T;7;C?1

9;AC?1

Abo't Rel(ance comm'n(cat(ons ltd)

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The 7ate -hirbhai Ambani dreamt of a digital India an India where the common man wold

have access to affordable means of information and commnication. -hirbhai, who single:

handedly bilt India+s largest private sector company virtally from scratch, had stated as early

as )4445 1a!e the tools of information and commnication available to people at an affordable

cost. They will overcome the handicaps of illiteracy and lac! of mobility.D

It was with this belief in mind that Reliance Commnications 2formerly Reliance Infocomm3

started laying 0#,### rote !ilometers of a pan:India fiber optic bac!bone. This bac!bone was

commissioned on /E -ecember /##/, the aspicios occasion of -hirbhai+s F#th birthday,

thogh sadly after his nexpected demise on 0 Gly /##/.

Reliance Commnications has a reliable, high:capacity, integrated 2both wireless and wire line3

and convergent 2voice, data and video3 digital networ!. It is capable of delivering a range of

services spanning the entire infocomm 2information and commnication3 vale chain, inclding

infrastrctre and services for enterprises as well as individals, applications, and conslting.

Reliance+s milestone is to execte complex global:scale pro$ects to facilitate leading:edge

information and commnication services affordable to all individal consmers and bsinesses inIndia. They want to offer nparalleled vale to create cstomer delight and enhance bsiness

prodctivity. And not only expand their bsiness in the contry bt go beyond Indian borders

and enable millions of IndiaHs !nowledge wor!ers to deliver their services globally.

Reliance 1obile offers telecom services in the form of &ostpaid cards and &repaid cards along

with R world and variety of


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>e will not be giving Reliance Commnications a $stice if we won+t be tal!ing abot its

fonder Sh. -hirbhai Ambani.

8ew men in history have made as dramatic a contribtion to their contry+s economic

fortnes as did the fonder of Reliance, Sh. -hirbhai 9 Ambani. 8ewer still have left behind a

legacy that is more endring and timeless.

As with all great pioneers, there is more than one ni'e way of describing the tre genis of

-hirbhai5 The corporate visionary, the nmatched strategist, the prod patriot, the leader of

men, the architect of India+s capital mar!ets, and the champion of shareholder interest.

Bt the role -hirbhai cherished most was perhaps that of India+s greatest wealth creator. In one

lifetime, he bilt, starting from the proverbial scratch, India+s largest private sector enterprise.

>hen -hirbhai embar!ed on his first bsiness ventre, he had a seed capital of barely %S "##

2arond Rs ),###3. ?ver the next three and a half decades, he converted this fledgling enterprise

into a Rs 0#,### crore colosssan achievement which earned Reliance a place on the global

8ortne (## list, the first ever Indian private company to do so.

-hirbhai is widely regarded as the father of India+s capital mar!ets. In )4FF, when Reliance

Textile Indstries 7imited first went pblic, the Indian stoc! mar!et was a place patroniJed by a

small clb of elite investors which dabbled in a handfl of stoc!s.

%ndanted, -hirbhai managed to convince a large nmber of first:time retail investors to

participate in the nfolding Reliance story and pt their hard:earned money in the Reliance

Textile I&?, promising them, in exchange for their trst, sbstantial retrn on their investments.

It was to be the start of one of great stories of mtal respect and reciprocal gain in the Indian

mar!ets.

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%nder -hirbhai+s extraordinary vision and leadership, Reliance scripted one of the greatest

growth stories in corporate history anywhere in the world, and went on to become India+s largest

private sector enterprise.

Throgh ot this amaJing $orney, -hirbhai always !ept the interests of the ordinary

shareholder ppermost in mind, in the process ma!ing millionaires ot of many of the initial

investors in the Reliance stoc!, and creating one of the world+s largest shareholder families.

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D$IRU%$AI,S DREAM- RELIANCE

7ate -hirbhai Ambani bilt Reliance from scratch and in /( years got it a place among the

world+s top 8ortne (## corporations. The fact that he too! barely a 'arter of a centry to do that

is what ma!es this achievement special. Thogh rooted in traditional Indian vales, -hirbhai was

a 'intessential modern man = a man of the 6ew 1illennim. This was reflected in his passion for

mega:siJed pro$ects, state:of:the:art technology, and high prodctivity.

9is corporate philosophy was short5 KThin! big. Thin! differently. Thin! fast. Thin! ahead. Aim

for the bestK. At Reliance, he inspired all to better the best in the world. -hirbhai was clear that

edcation alone can empower people. A great commnicator himself, he commnicated to inspire,

gide, edcate, and, motivate. -hirbhai !new the power of information and commnications and

how it can be harnessed to achieve these goals and to ma!e time and distance irrelevant. -hirbhai

wold often say that if a telephone call cold be made cheaper than the post card in India, it will

transform every home, empower every Indian, remove every roadbloc! to opportnity and growth,

and demolish every barrier that divides or society. 9e was of the view that Infocomm

2information and commnication3 wold energiJe enterprises, galvaniJe governance, and ma!elearning an experience and life, exciting. Reliance Infocomm is a fascinating otcome of this

powerfl conviction, a ma$or initiative to translate this dream into reality.

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MISSION

Reliance Commnications envisions a digital revoltion that will bring abot a 6ew >ay of 7ife.

A -igital >ay of 7ife for a 6ew India. The missions of the Company are achieved throgh the

following sb missions5

>ith mobile devices, net ways and broadband systems lin!ed to powerfl digital

networ!s, Reliance Commnications will sher fndamental changes in the social and

economic landscape of India.

Reliance Commnications will help men and women connect and commnicate with

each other. It will enable citiJens to reach ot to their wor! place, home and interests,

while on the move. It will enable people to wor!, shop, edcate and entertain themselves

rond the cloc!, both in the virtal world and in the physical world. It will ma!e available

television programmes, movies and news capsles on demand. It will nfrl new

simlated virtal worlds with exhilarating experiences behind the screens of compters

and televisions.

%sers of Reliance Commnication+s fll range of services wold no longer need

adiotapes and C-s to listen to msic.


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OR#ANI.ATION STRUCTURE O/ RELIANCE

COMMUNICATIONS LTD)

This is ?rganiJation Strctre of Reliance Commnications 7td.

MAR0ET RESEARC$-

13

HEAD OFFICE

C(t1 D(st+(b't(onCent+e 2CDC3

Rel(ance

&o+ld 2R&3

CLUSTER O//ICE

CIRCLE O//ICE


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1ar!et research is the process of systematically gathering, recording and analyJing data and

information abot cstomers, competitors and the mar!et. Its ses inclde to help create a

bsiness plan, lanch a new prodct or service, fine tne existing prodcts and services, and

expand into new mar!ets. 1ar!et research can be sed to determine which portion of the

poplationwill prchase a prodctLservice, based on variables li!e age, gender, location and

income level.

1ar!et research is generally either primary or secondary. In secondary research, the company

ses information compiled from other sorces that appears applicable to a new or existing

prodct. The advantages of secondary research are that it is relatively cheap and easily

accessible. -isadvantages of secondary research are that it is often not specific to yor area of

research and the data sed can be biased and is difficlt to validate. &rimary mar!et research

involves testing sch as focs grops, srveys, field tests, interviews or observation, condcted

or tailored specifically to that prodct.

Ma+ket Resea+c* fo+ b's(ness 4lann(ng:

1ar!et research is for discovering what people want, need, or believe. It can also involve

discovering how they act. ?nce that research is complete it can be sed to determine how to

mar!et yor specific prodct.

8or starting p a bsiness there are a few things that are important5

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http://en.wikipedia.org/wiki/Customershttp://en.wikipedia.org/wiki/Competitorshttp://en.wikipedia.org/wiki/Markethttp://en.wikipedia.org/wiki/Business_planhttp://en.wikipedia.org/wiki/Populationhttp://en.wikipedia.org/wiki/Customershttp://en.wikipedia.org/wiki/Competitorshttp://en.wikipedia.org/wiki/Markethttp://en.wikipedia.org/wiki/Business_planhttp://en.wikipedia.org/wiki/Population


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Ma+ket (nfo+mat(on :1ar!et information is ma!ing !nown the prices of the different commodities in the mar!et, the

spply and the demand. Information abot the mar!ets can be obtained in several different

varieties and formats.

;xamples of mar!et information 'estions are5

). >ho are the cstomersM

/. >here are they located and how can they be contactedM

". >hat 'antity and 'ality do they wantM

. >hat is the best time to sellM

Ma+ket segmentat(on

1ar!et segmentation is the division of the mar!et or poplation into sbgrops with similar

motivations. >idely sed bases for segmenting inclde geographic differences, personalitydifferences, demographic differences, se of prodct differences, and psychographic differences.

Ma+ket t+ends -

The pward or downward movements of a mar!et, dring a period of time. The mar!et siJe is

more difficlt to estimate if yo are starting with something completely new. In this case, yo

will have to derive the figres from the nmber of potential cstomers or cstomer segments. Bt

besides information abot the target mar!et yo also need information abot yor competitor,

yor cstomers, prodcts etc. A few techni'es are5

15
http://en.wikipedia.org/wiki/Market_trendshttp://en.wikipedia.org/wiki/Market_trends


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Cstomer analysis

Choice 1odeling

Competitor analysis

Ris! analysis

&rodct research

Ma+ket +esea+c* met*odolog1-

1ar!etstrat ses a combination of indstry:standard and proprietary methodologies for

researching and pblishing reports. Research pro$ects incorporate a rigoros process

encompassing !ey milestones sch as planning, design, data collection, interpretation, analysis

and reporting.

The Research &rocess 8lowencompasses -esign, -ata Collection, Analysis N Interpretation,

and Report &ac!aging N Conclsion.

>hile the research methodology and coverage may vary based on mar!et area or type of report,

the methodology section of each report discsses the following5

&rpose of the report

Scope and definition

1ar!et segmentation and regional coverage

Report limitations

Research sorces

Sample 'estionnaires

16
http://en.wikipedia.org/w/index.php?title=Choice_Modeling&action=edit&redlink=1http://en.wikipedia.org/wiki/Competitor_analysishttp://en.wikipedia.org/wiki/Risk_analysishttp://www.marketstrat.com/http://www.marketstrat.com/company/methodology/marketstrat-research-process-flow.htmlhttp://en.wikipedia.org/w/index.php?title=Choice_Modeling&action=edit&redlink=1http://en.wikipedia.org/wiki/Competitor_analysishttp://en.wikipedia.org/wiki/Risk_analysishttp://www.marketstrat.com/http://www.marketstrat.com/company/methodology/marketstrat-research-process-flow.html


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+(ma+1 Resea+c* -

;xtensive primary research is performed, sing best practices in srvey design, exection and

data interpretation. e will soon be lanching a comprehensive 'arterly adit program to trac! medical e'ipment

prchase trends.

Seconda+1 Resea+c*-

As part of secondary research we review and analyJe hndreds of information sorces anddistill or findings into !ey conclsions, ta!e:always and recommendations. Sorces inclde

indstry N trade pblications, pblished mar!et and investment research reports, white papers,

statistical databases from government and other sorces and company web sites.

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+o5ect 'nde+taken

A3 &ro$ectStage )5 %nderstanding telecom indstry.

a3 Ta!ing wee!ly pdates.b3 1eeting p with retailers.c3 AnalyJe the sales report and varios offers lanched by the company.d3 :" days activitye3 Research methodology.f3 -esigning 'estionnaire.

Stage /5 Srveya3 Collection of data.b3 Sorting of data according to need.c3 %nderstanding data.d3 AnalyJe the data by sing pivot table and pivot charts.e3 Research methodology.f3 8indings.g3 Recommendations.

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O%JECTI!E

The ob$ective of the pro$ect is to stdy the motives of the consmer in the %& ;ast circle as well

as give insights into the se of mobile phone services inclding the perceived vale added

services, and to collect general information abot the ser.

As there is stiff competition so in order to offer best to the cstomers this research will help the

company to nderstand their needs and preference which can help in lanching new prodct and

services to cater those needs. 8or example if after doing the research the reslt comes that

cstomer is loo!ing for a camera phone in medim price range then company can lanch thehandsets which can cater the needs of the people in that particlar segment.

DESCRITION O/ T$E ROJECT

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At ))#.#) million connections H Indian Telecom Industry; is the fifth largest and fastest growing

in the world. The sbscriber base has grown by #* in /##( and is expected to reach /(# million

in /##F.

The wireless technologies crrently in se H Indian Telecom Industry H are lobal System for

1obile Commnications 2S13 and Code -ivision 1ltiple Access 2C-1A3. There are

primarily 4 S1 and ( C-1A operators providing mobile services in )4 telecommnication

circles and metro cities, covering more than /### towns across the contry. And the nmbers

are still growing for H Indian Telecom Industry H. H Telecom Industry in India H is reglated by

HTelecom Reglatory Athority of IndiaH 2TRAI3. Three types of players exists in H Telecom

Industry India H commnity :

State owned companies li!e : BS67 and 1T67.

&rivate Indian owned companies li!e = Reliance Commnications and Tata Teleservices.

8oreign invested companies li!e =


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In recent years, the adoption of the mobile phone has been exceptionally rapid in many parts of

the world , and especially in India where celllar now a day+s almost as common as the wrist

watches, T%is e1*loratory study attem*ts to in)estigate consumer *urc%asing be%a)ior and

"eatures w%ic% t%ey look w%ile *urc%asing a new cellular *%one .T%is *ro'ect will sur)ey

t%e consumers and looked at t%eir moti)es to *urc%ase new %andsets on one end and t%eir

satis"action le)el regarding a"ter sales ser)ice etc on t%e ot%er end. T%is will try to e1*lore

t%e *re"erence o" )arious brands o" mobile by t%e consumer w%ile *urc%asing t%e new

%andsets in all *rice ranges i.e. low< medium. u**er and %ig% ranged *rice %andsets

This stdy will not be only limited to the consmer end bt will also explore the other end of the

coin which is bac!bone for any of the bsiness that is the retailers end, what are their perception

regarding the brands and the handsets choice and stoc! availability of varios handsets, margins

on different handset, prodct featres and after sales service in different price ranged i.e. low end

price range sets, medim range, pper price ranged sets and high price ranged sets, with more

focs on reliance as a service provider and its competitor offering the bndle handsets same as

that of reliance.

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LIMITATIONS

There are varios actions which persons ta!e in prchasing and sing prodct and service,

inclding the mental and social processes that precede and follow the actions. These depends and

differ on individal to individal depending on his perception and expectation, a prodct which

satisfies one consmer may not be satisfying the other consmer becase he may have different

demand and expectation from the prodct and service. ;xternal environmental factors play a

ma$or role in consmer behavior and the mar!et dynamics also affects the behavior and natre of

the consmer. As this stdy is being done in the %&2east3 circle this will only able to depict thecstomer preference and behavior in this region only till certain period of time till the mar!et

dynamics is not changed. This research will also be able to give the clear view only for the

parameters inclded in the research and any derived reslt from the above parameters may or

may not provide the right reslt.

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MET$ODOLO#Y

The methodology of the whole Research process which is to be condcted is given

below5

23

Opportunity Identi!"tion

#$"nnin% t&e re'e"r!& de'i%n

(e$e!tin% t&e re'e"r!& )et&od

(e$e!tin% t&e '")p$e 'i*e "nd

'")p$in% pro!edure

D"t" !o$$e!tion

Codin% "nd D"t" e+"$u"tion

D"t" "n"$y'i', re'u$t "nd

!on!$u'ion

-eport prep"r"tion


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LIT7RAT(R7 R7:I7 Telecom &olicy 7n)ironment

Indian telecommnications today benefits from among the most enlightened reglation in the

region, and argably in the world. The sector, sometimes considered the poster:boy for

economic reforms,D has been among the chief beneficiaries of the post:)44) liberaliJation.

%nli!e electricity, for example, where reforms have been stalled, telecommnications has

generally been seen as removed from mass concerns,D and ths less sb$ect to electoral

calclations. 1ar!et: oriented reforms have also been facilitated by lobbying from India+s

booming technology sector, whose contined sccess depends on the 'ality of infrastrctre.

-espite several hiccps along the way, the Telecom Reglatory Athority of India 2TRAI3, the

independent reglator, has earned a reptation for transparency and competence. >ith the recent

resoltion of a ma$or dispte between celllar and fixed operators 2see below3, Indian

telecommnications, already among the most competitive mar!ets in the world, appears set to

contine growing rapidly. >hile telecom liberaliJation is sally associated with the post:)44)era, the seeds of reform were actally planted in the )4E#s. At that time, Ra$iv andhi

proclaimed his intention of leading India into the /) centry,D and carved the -epartment of

Telecommnications 2-?T3 ot of the -epartment of &osts and Telegraph. 8or a time he also

even considered corporatiJing the -?T, before sccmbing to nion pressre. In a compromise,

andhi created two -?T:owned corporations5

1ahanagar Telephone 6igam 7imited 21T673, to serve -elhi and Bombay, and


26/70

for economic reforms, that telecommnications liberaliJation really too! off. In )44, the

government released its 6ational Telecommnications &olicy 26T&:43, which allowed private

fixed operators to ta!e part in the Indian mar!et for the first time 2celllar operators had been

allowed into the for largest metropolitan centers in )44/3. %nder the government+s new policy,

India was divided into /# circles roghly corresponding to state bondaries, each of which wold

contain two fixed operators 2inclding the incmbent3, and two mobile operators.

As grond:brea!ing as 6T&:4 was, its implementation was nfortnately marred by reglatory

ncertainty and over:bidding. A nmber of operators were nable to live p to their profligate

bids and, confronted with far less lcrative networ!s than they had spposed, plled ot of the

contry. As a reslt, competition in India+s telecom sector did not really become a reality ntil

)444. At that time the government+s 6ew Telecommnications &olicy 26T&:443 switched from a

fixed fee license to a revene: sharing regime of approximately )(*. This figre has

sbse'ently been lowered 2to )#*:)/*3, and is expected to be redced even frther over the

coming years. Still, India contines to derive sbstantial revene from license fees 2E## million

in /##):/##/3, leading some critics to sggest that the government has abrogated its

responsibilities as a reglator to those as a seller. Another, perhaps even more significant,

problem with India+s initial attempts to introdce competition was the lac! of reglatory clarity.

&rivate operators complained that the licensor = the -?T = was also the incmbent operator. The

many stringent conditions attached to licenses were ths seen by many as the -?T+s attempt to

limit competition. It was in response to sch concerns that the government in )44F set p the

Telecom Reglatory Athority of India 2TRAI3, the nation+s first independent telecom reglator.

?ver the years, TRAI has earned a growing reptation for independence, transparency and an

increasing level of competence. ;arly on, however, the reglator was beleagered on all fronts. It

had to contend with political interference, the incmbent+s many challenges to its athority, and

accsations of ineptitde by private players. Throghot the late )44#s, TRAI+s athority was

steadily whittled away in a nmber of cases, when the corts repeatedly held that reglatory

power lay with the central government. It was not ntil /###, with the passing of the TRAI

Amendment Act, that the reglatory body really came into its own. Coming $st a year after

25


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6T&:44, the act mar!s something of a watershed moment in the history of India telecom

liberaliJation. It set the stage for several !ey events that have enabled the vigoros competition

witnessed today. Some of these events inclde5

P The corporatiJation of the -?T and the creation of a new state:owned telecom company,

Bharat Sanchar 6igam 7td 2BS673, in /###Q

P The opening p of India+s internal long:distance mar!et in /###, and the sbse'ent drop in

long:distance rates as part of TRAI+s tariff rebalancing exerciseQ

P The termination of


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P And, more generally, the commencement of more stringent interconnection reglation by

TRAI, which has moved from an inter: operator negotiations:basedD approach 2often sed by

the stronger operator to negotiate ad infinitm3 to a more rles:based approach. All of these

events have created an impressive forward:momentm in Indian telecommnications, reslting

in a vigorosly competitive and fast:growing sector. India has also sffered from its fair share of

reglatory hiccps. 1any operators 2mobile players in particlar3 still complain abot the

difficlties of gaining access to the incmbent+s 2BS673 networ!, and the government+s

insistence on capping 8-I in the telecom sector to 4* 2a move made in the name of national

secrity3 limits capital availability and ths networ! rollot. In addition, IS&s, who were allowed

into the mar!et nder a liberal licensing regime in )44E, contine to hemorrhage money, and

have been pleading with the government for varios forms of relief, inclding the provision of

nmetered phone nmbers for Internet access. -espite initially

impressive reslts, the growth of Internet in the contry has recently stalled, with only E million

sers. Broadband penetration, too, remains tiny

/C0 $ATRI=

27


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In bsiness level strategy , mar!et share and prodct life cycle are important constrcts. Both of

them are have been ta!en into consideration in a widely !nown model !nown as BC prodct

&ortfolio matrix. This model helps the managers to develop a bsiness level strategy which

finally deals with how a organiJation can compete in a given bsiness.

BC growth share matrix displays the positions of bsiness nits on a graph of mar!et growth

rate against their mar!et share relative to competitors. It contains cells 'estion mar!s, stars ,

cash cows and dogs.

Reliance as one of the leading player of Indian mobile indstry will reside in >uestion marks.

These bsiness nits are characteriJed by low mar!et share and high growth rate. They demand

high investment becase their cash needs are high. &otential sers are naware of new prodcts

and services of organiJation. As reliance faces togh competition from Airtel, the leader in the

telecom mar!et with the maximm nmber of sbscribers.

S&OT ANALYSIS

28

Stars QuestionMarks

Cash Cows Dogs

MarketGrowthRate

0%

10%

20%

10x 1x .1x

Relative Market Share


30/70

STREN#T$-

ood financial condition of the company to tac!leLmeet any short term financial

shortageLre'irement.

;mployment of the world+s most advanced technology i.e. C-1A to provide service to

it+s cstomer at low cost.

9igh level of brand awareness of or brand Reliance India 1obile among cstomer.

Competitive price strategies.

ood visibility and advertisement of Reliance India 1obile , it has direct impact on

cstomer+s mind.

ood networ! coverage across the city.

Innovative mar!eting, sales, and distribtions

Introdction of new Services fre'ently

>orld class orld.

&EA0NESS-

7ow brand acceptability.

&oor retailing experience of the company and there by not meeting the total cstomer

satisfaction.

Some improper planning by the company management li!e company wants to increase

the penetration throgh the tie ps with ban!s, electronic retail otlet, bilders etc. bt

policy is not clear.

Telecom networ! is not the biggest.

6o. of dissatisfied cstomer base is too big.

Call center do not respond 'ic!ly.

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OORTUNITIES-

Indian telecom mar!et is second largest mar!et of the world.

7atest technology C-1A and low cost advantage.

>ea! distribtion system of the Tata:Indicom which is biggest competitor in C-1A.

R:world emerged as or %S&Q we have to mil! it as mch as possible.

The opening of newly constrcted flats and malls will provide a great nmber of

potential cstomers.

1obile was considered as the lxry bt now the trend has been changed, it is

considered as the necessity ths the nmber of the byers are increasing at the rapid

pace.

Sstained high growth rate in the economy.

Spending power among pblic had steadily increasing

&oplation mix moving favorably towards a yonger age.

T$REAT-

Aggressive mar!eting policy by the rivals.

Competitors can ta!e an advantage of lower brand acceptability.

-iversification of many S1 companies to fixed wireless terminal mar!et in which

Reliance and Tata are en$oying monopoly.

;ntry of new entrants li!e I-;A,


32/70

RO#RESS O/ T$E ROJECT-

The beginning of the pro$ect started with nderstanding the mobile mar!et and its dynamics in

the %& ;ast circle. The mar!et pdate was ta!en on wee!ly basis, sometimes twice in a wee!

This helped s to nderstand the conter bac! policy of the companies in the mar!et and also

gave the insight !nowledge of the companie+s margin to channel and retailers. It also helped s to

nderstand the varios prodct lines of different service providers2the details o( this )ork is not

included in the re*ort as it )as the con(idential data )hich cannot +e disclosed as *er the

com*an norms.8rther in the pro$ect to nderstand C-1A handset penetration and cstomer

preference in competitive landscape, two 'estionnaires are designed one for the retailer and

other for the consmer.

O%;STI?66AIR; -;SI6I65

The design of the 'estionnaire is done !eeping in mind the basics learn in the classroom

starting with the 'estions of ta!ing the details of the retailers then moving forward with the

'estions which give a good start to the srveyor in filling the 'estionnaire, then coming to the

main 'estions in the middle and then finishing with the lighter end ta!ing the sggestions from

the retailers in order to improve the performance of the company in a open ended 'estion.

The retailer 'estionnaire consists of six 'estions which see!s that how many handsets a retailer

is able to sell in span of a and what is the ratio of varios handsets i.e. blac! and white, color,

color 81 and mltimedia handsets.

It will also as! the retailer abot the preferences of the consmer while prchasing the new

handsets. >hether heLshe goes for the brand, offer tariffs featres or other aspects while

prchasing the handsets.

This will also try to find ot how retailers are happy with the incentives given p by different

mobile operating companies.

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It will also as! the retailer abot the preference of consmer regarding the featres that what

featres they want in different handsets category. This will help the company to lanch featres

with the desired featres in the desired category and price range.

?ther than this a other 'estionnaire consisting abot E 'estions has also been as!ed by the

consmers which will also try to investigate that expectations of the consmers while prchasing

the new handsets and which are the areas they loo! while prchasing the new handsets. The

brand which they prefer the most, what are featres they want in different price range etc.

The copy of the both 'estionnaire are attached in annexre.

!(R:7

The srvey of the retailers is done in 7c! now, @anpr and ora!hpr. The choice of the cities

is based on the analyses which are the maximm nmber of sbscribers and most important

cities of %& east circle 2As per the gide lines of the company gide3.

!am*ling met%od The following procedre was followed before execting the sampling

process

SAMLE SI.E- Sample siJe of )## for the retailer and )## for the consmer is ta!en foreach of these following Cities.

7c! now

@anpr

ora!hpr

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As the retailers are nevenly distribted in the cities so random sampling method was considered

dring the sampling, bt it was !ept in mind that all the ma$or areas of the city are considered

and all type of retailers i.e. category A,B,C are considered while srveying the retailers.

TOOLS-o "n"$y*e t&e "/o+e ue'tioner e i$$ /e u'in% t&e o$$oin%'ot"re'

o ( o!e

o ( e!e$

o .'ur+ey*.!o)

!A$&L7 LOCATIO >e wold be doing are srvey in " citiesQ

7c! now@anprora!hpr

33


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O!

R7TAIL7RCO!($7R

/#SE0 O! CER%#I!

1#R#ME%ERS

34


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RESULTS AND ANALYSIS

O-AH#- -EAIE-( A;A


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Fi% 2: &e "+er"%e +"$ue in "$$ t&e 'e%)ent per

ret"i$erThe above graph shows the average percentage of the total sales of the retailer. Color handsets

en$oys the ma$or share in total handsets sold by the retailer, next to that is the blac! and white

handsets while color and mltimedia handsets have the third and forth positions.

8ig "5 raph showing the preference of bndle handsets with different service provider

The above graph shows that 6o!iaAirtel is the most preferable option to the consmers while at

second place reliance positions itself in the mind of the consmer available in bndle offer with

7 and classic.

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8ig 5 raph showing the preference of sers while prchasing bndle handsets

The above graph shows the preference of varios factors while prchasing bndle handsets by

the ser which clearly shows that validity and brand are the strongest factors which cstomers

loo!s while going for bndle handsets. while attractive offers and featres also have an impact

on the prchase of new bndle handsets.

8ig (5 raph showing the preference of featres while prchasing BL> handsets

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The above graph shows the preference of varios featres while prchasing BL> bndle handsets

by the ser which clearly shows that weight and battery bac!p en$oys the strongest position

among the featres which cstomers loo!s while going for bndle handsets. while phone boo!

and sms storage also have an impact on the prchase of new bndle handsets.

8ig 05 raph showing the preference of featres while prchasing color handsets

The above graph shows the preference of varios featres while prchasing Color bndlehandsets by the ser which clearly shows that Screen siJe and battery Screen resoltion en$oys

the strongest position among the featres which cstomers loo!s while going for handsets

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8ig F5 raph showing the preference of featres while prchasing 81 handsets

The above graph shows the preference of varios featres while prchasing 81 bndle handsets

by the ser which clearly shows that hands free and spea!er en$oys the strongest position among

the featres which cstomers loo!s while going for bndle handsets.

8ig E5 raph showing the preference of featres while prchasing 1ltimedia handsets

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The above graph shows the preference of varios featres while prchasing 1ltimedia bndle

handsets by the ser which clearly shows 1ixed response in mltimedia segment bt camera and

bletooth are the most preferred options in the mltimedia handset segment

8ig 45 raph showing the average of varios handsets sold by a retailer

The above graph shows the average vale of the handset which a retailers are able to sell in a

month in which BS67, I-;A and BS67 are leading from rest of the competitions.

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C;O? A;D A;#- -EAIE-( A;A


43/70

8ig )/5 raph showing the preference of bndle handsets with different service provider

)3 In all the segments 6o!iaAirtel is the most poplar combinations which Retailers opted for .

/3 Sony Airtel, Reliance7 correspondingly are occpying the second and third spot

respectively.

"3 Tata9waie is the least preferred combination

8ig )"5 raph showing the preference of sers while prchasing bndle handsets

Attractive offers and after sales service were the two important reasons ,why cstomers goes for

the Bndle offers.

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Tariffs and featres correspondingly contribte to the second and third spot.

8ig )5 raph showing the preference of featres while prchasing BL> handsets

>eight, Spea!er phone, S1S storage and Battery bac!p are the " most preferred featres in

the Blac! and white segment

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8ig )(5 raph showing the preference of featres while prchasing BL> handsets

In the color handset segment color screen, screen resoltion and spea!ers are catching the eye of

the sers.

8ig )05 raph showing the preference of featres while prchasing 81 handsets

In 81 segment ,consmers are loo!ing for 81 radio, media player and to a great extent &RS

facility in the handset. Screen resoltion is also the decisive factor in the prchasing behavior.

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8ig )F5 raph showing the preference of featres while prchasing 1ltimedia handsets

In mltimedia segment camera and memory stic! are the top most preferred featres.

Consmers are also loo!ing at ble tooth and infra red facility in the handset

8ig )E5 raph showing the average of varios handsets sold by a retailer

)3 Airtel and


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/3 1ost of the retailers ran! Airtel and


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C%ST?1;RS A6A7SIS5

8ig )45 raph showing percentage of sers sing different mobile operators services

1ost of the consmer we covered was having


49/70

otoro$", "nd ;o=i" "re t&e t&ree preeren!e' o t&e !on'u)er'. &e

re"'on or u'in% ;o=i" "' t&e /r"nd +"$ue o t&e ;o=i", &i$e "' u'ed /y )o't

o t&e peop$e u'in% re$i"n!e &i$e ot&er' &"nd'et' ere o )ediu) pri!ed r"n%e&i$e in &i%& end )u$ti)edi" &"nd'et' ;o=i" do)in"te' t&e )"r=et

8ig /)5 raph showing percentage of sers sing different mobile handsets category wise

The consmer was having their mobile handset in the range between )(## to /"##. Shows that

the ma$or chc! of the consmers li!es color 81 handsets ,which is one of the most common

and highest percent of the selling handsets. This is also being shown p by the retailers as

shown above.

48


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8ig //5 raph showing percentage of sers sing different mobile handsets category wise

Srely every one wanted 6o!ia as their handset with any service provider, bt no!ia relianceand no!ia airtel is the leading combinations followed by samsng against any others in the eyes

of the sers.

8ig /"5 raph showing featres preferred by cstomers while prchasing handsets in range from

FFF:)###

In FFF:)### range battery bac!p and weight are the / most preferred featres the consmersloo! at while phone boo! and S1S storage are also significant deciding factor while prchasing

new handsets

49


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8ig /5 raph showing featres prferred by cstomers while prchasing handsets in range from

)##):)(##

In this range hands free and battery bac!p are the most preferred featres the consmers

demand while games is also significant featre at which people loo! while prchasing new

handsets, other than that of featres in mobiles ranging from FFF:)###

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8ig /(5 raph showing featres preferred by cstomers while prchasing handsets in range from

)(#):/"##

In this segment we got some mixed response bt srely color screen and 81 radio was the

leading choice of the cstomers.

8ig /05 raph showing featres preferred by cstomers while prchasing handsets in range from

)(#):/"##

Camera, memory and color screen was leading as a preference among the sers in this segment

C?6C7%SI?6

1ostly all the retailer are for the views that 6o!iaAirtel is the most selling

handset in all the segments 2BL>, Color, 813 and Reliance7 with


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The most preferred featres in the Blac! white segment is >eight and Spea!er

phone whereas in the color 81 phone, 2radio, screen siJe and resoltion3 comesas the ma$or priority for the ser.

In mltimedia segment memory and camera phone are the amongst the apex

priority for the sers.

It is clearly evident that retailers considered reliance as an average brand and

placed it at nmber three regarding the incentives given to them.

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S%;STI?6S

The sggestions which can be given based on the analysis wor! and feedbac! of retailers and

consmer are as follows5

)3 The 'ality of the handsets given p by reliance is not satisfactory, the classic handsets

did not performed p to the expectation of the retailers and consmer and the isse needs

to loo! p rgently./3 The after sales services and the activation of the new handsets ta!es more time as

compare to the other players which need to be improved becase cstomers don+t want to

wait after prchasing a new handsets."3 There shold be tie p with 6o!ia for handsets bndling, as it has its own brand image in

the mobile mar!et.3 The cstomers care of the reliance do not responds 'ic!ly which need to be addressed

and resolved as soon as possible.(3 Reliance shold also pay attention on color mobile and 81 handsets as these

are the emerging segments. 03 The reliance as an brand in mobile sector is loo!ed as brand which provides cheap handsets and call rates , hence I wold sggest brand personification of reliance

mobile targeting yoth and positioning reliance as style statement. F3There shold be proper offers and promotion to all high end handset of eliance becase high

end mltimedia handsets have the lowest share among the total sales of handsets.

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Additional ork

&re"ace

Besides all these activities I was also very eager to learn abot the ?tbond 1ar!eting+.

K?tbond mar!etingK incldes promoting a prodct throgh contined advertising, promotions,

pblic relations and sales. I was also involved in the sales promotion and advertising activities

time to time.

There was an activity of sales promotion and advertising dring the /thof may to /4thmay

especially to promote the R=>orld services. I have got opportnity to monitor this activity which

leads me to nderstand abot the exection of sales promotion and advertising activities.

;6


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I express my sincre gratitde to $r. Ab%i'it Tri*at%i 2the head of sales promotion and

advertising3 who given me the great opportnity to monitor this activity. 9e helped me a lot

dring this wor! and and given me a deep insight of exection of sales promotion and

advertising activities.

6ow I wold li!e to than! $rs. C%etana !ing% 2 the head of vale added services 3 who helped

me in nderstanding abot vale added services provided by Reliance. She has added valable

!nowledge in my !nowledge ban! by telling me thoroghly abot R=>orld services.

I am also highly than!fl to $r. !%a%ans%a% ?%an 2 the mar!eting = coordinator in

;6


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A/O(T T@7 ACTI:IT

8or promoting the R=>orld services and especially the service of chec!ing the reslt of )#thand

)/thclass by R=>orld which was going to be declared after few days, Reliance has organised

basically two !ind of activities5

)3 Road Show in varios crowdy areas of the city.

/3 A stage show in >Aorld services. Their basic ob$ective was to ma!e aware the people abot R=

>orld services li!e exam gr and career conselling etc.

I was visiting there time to time to chec! that whether the show is catching p or ob$ective or

not.

!tage !%ow

A Stage Show had been condcted in >ave 2one of the big shopping malls in the city3 having the

same above mentioned ob$ective in mind from /thmay to /4thmay /##E. The timing of the

show was 0."#pm to 4."# pm every day. 1ost of the high class and sophisticated people visit in

that mall.

There were a female anchor who was rnning the show. She was as!ing people to come on the

stage and then enteracting with them. She was as!ing the people abot R:>orld services and

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ma!ing them aware of all the services provided by R=>orld. At last she was as!ing people to

sing a song on the stage. And the people who were singing was gifted by some priJes.

Besides this there were two male and two female promoters who were distribting prodct gide

and flyers to the adience and also telling them abot R:>orld services.

I was there to monitor the activity. I was also interacting with the adience and commnicating

them abot R:>orld services. And I was also getting the feedbac! from the reliance sers so that

I can have an idea abot what exactly the people thin! abot Reliance 1obile which helped me a

lot in nderstanding the consmer behavior.

indings and !uggestions

The following things I have observed there in the activityQ

The sond system was not compatible for that particlar place and activity.

The female promoters were not very good in interacting and commnicating with

the adience and visitors.

The total footfall was arond "## from 0.oo to E.## p.m. in the mall.

The people who have sng the song and not got the priJes while the reslt was

declared as excellent. That was a bit irritating for them.

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!(007!TIO!

I thin! the show shold be started sharp at (."# p.m. so that the crowd can be

gathered before involving in some other activity.

There shold be some priJe or gift for each and every participant 2li!e !ey ring or

chocolate3 who so ever comes on the stage .

The sond system shold be changed.

There can be displayed any video related to reliance com. if available for promoting

the brand on the screen in which the songs list is being displayed.

The female promoters shold be well dressed and good loo!ing to attract the crowd.

They shold have an appeal to attract the crowd and shold have a siJJling

exposre.

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L7ARI0 7=&7RI7C7

&RO7!!IOAL

1ar!eting is the wide range of activities involved in ma!ing sre that yoHre contining to meet

the needs of yor cstomers and getting vale in retrn. 1ar!eting activities inclde Kinbond

mar!eting,K sch as mar!et research to find ot, for example, what grops of potential cstomers

exist, what their needs are, which of those needs yo can meet, how yo shold meet them, etc.

Inbond mar!eting also incldes analyJing the competition, positioning yor new prodct or

service 2finding yor mar!et niche3, and pricing yor prodcts and services. K?tbond

mar!etingK incldes promoting a prodct throgh contined advertising, promotions, pblic

relations and sales.

1ar!eting managers develop the firm+s mar!eting strategy in detail. >ith the help of

sbordinates, inclding prodct development managers and mar!et research managers, they

estimate the demand for prodcts and services offered by the firm and its competitors. 1ar!eting

managers develop pricing strategy to help firms maximiJe profits and mar!et share while

ensring that the firm+s cstomers are satisfied. In collaboration with sales, prodct development,

and other managers, they monitor trends that indicate the need for new prodcts and services,

and they oversee prodct development. 1ar!eting managers wor! with advertising and

promotion managers to promote the firm+s prodcts and services and to attract potential sers.

1ar!eting managers are following two types of CommnicationsQ they are Below the 7ine

2BT73 and Above the 7ine 2AT73.

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L7ARI0 7=&7RI7C7

&7R!OAL

The organiJation that I wor! with is Reliance Commnications 7imited, 7c!now 2%.&3. This /

months period of my wor!ing in sch a hge organiJation gave me a real time exposre to !now

abot the organiJational wor!ing process. Reliance Commnications is India+s largest

information and commnications service provider with over "/ million sbscribers. It is doing its

bsiness by continosly delivering differentiated prodcts and services that provide high

bsiness vale in retrn. I decided to do an internship in Reliance commnication becase it+s a

larger sector that is booming now a day. The completion of any tas! depends pon the co:

operation, coordination and consolidated efforts of several resorces of !nowledge, energy, time

and above all the proper gidance of the experienced seniors.

I mst than! RC?1 for giving me sch an exposre, this was the great experience, and I wold

li!e to than! all those people whom I have wor!ed with in these / months.

It was a great pleasre to wor! with Reliance commnication and overall it was a great learning

experience and nderstanding for me

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ANNE6URE

S%Rhich is the most preferred 9andset in the below mentioned categoryM

2Ran! ) to F3

,7TAIL! 6?@IAAIRT;7

S?6;RICSSI?6AIRT;7

R;7IA6C; C7ASSIC

/!LBL0

/(LL7T

R7LIAC7

B

L0


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Tari""s eatures :alidity Talk time /rand A"ter sale

ser)ice

Attracti)e

o""ersCaller

tunesB)ouc%ersD

(3Tic! the most preferred featres which a cstomer demand while prchasing a handset

in the different ranges given belowM

/EATURES %lack 8&*(te

Colo+ Colo+/M

M'lt(med(a

*one book

SMS Sto+age

%atte+1

back'4

&e(g*t

ol14*on(c

#ames

Sc+een S(9e

Sc+een+esol't(on

/M Rad(o

$ands f+ee

S4eake+

Med(a 4la1e+

%l'etoot*:(nf+a+ed

Came+a

#RS

Memo+1

;3Rank t*e se+7(ce 4+o7(de+ acco+d(ng to (ncent(7e g(7en to 1o'; Lowest3

-EIA;CE >ODA#HO;E

AI-E AAI;DICO

(; IDEA

ANY SU##ESTION??????????????????????????????????????????????????????

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A COMRE$ENSI!E SUR!EY

On cons'me+s

BY

)3 >hich mobile networ! yo are singM

Reliance Airtel hich mobile 9andset yo are singM

Samsng Classic Sony 7 1otorola Spice

9aier Ben' 6o!ia

"3 Select the price of yor mobile handsetM

FFF.))## ))#):)(#) )(#):/"## Above /"##

3 %nder which Brand name yo wold prefer to have a 9andsetM

63

NAME- RO/ESSION -

ADDRESS- A#E -$ONE- #ENDER:


65/70

(3 Rate the service provider that yo will prefer for a new connectionM

Reliance Airtel hy U U U U U U U UU U U U UU U U U UU U U U U UU U U U U UU U U UU U U UUU U U U U U U U U U U U U U U U U U U U UU UU U U U U U U UU U U U U U

03 Ran! the most preferred featres which a cstomer demand while prchasing a

handset in the different ranges given belowM

64

okia !amsung !ony

7ricsson

L0 $otorola Classic @aier

:oda*%one

Reliance

Airtel

Tata

Indicom

/!L

Idea


66/70

A

65

@@@>

=

=

=>

=B

=B=>

"

"=

and

abo7e

*one book

SMS Sto+age

%atte+1

back'4

Colo+ Sc+een

/M Rad(o

Med(a 4la1e+

%l'etoot*:(nf+

a+ed

S4eake+

&e(g*t

$ands f+ee

Came+a

#ames

#RS

Memo+1


67/70

ANY SU##ESTION?????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????

R;8;R;6C;S5

Bradner, S.2/##/3. iving away their ftre.Network $orld, Ag /0, )42"3,/E.

7i,C.1. 2/##/3. The effects of promotional activities on brand decision in the celllar telephone

indstry. %he journal of product & 'rand management, ))2)3, /:()3

Ri'elme, 9. 2/##/3. S1S5 @eep it plain and pithy. #ar (astern (conomic Review, )0(2"F3,#:

).

The Indian telecom indstry)440:/##0QCountry Industry #orecast Report )ervice.

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Consmer Behavior April /##0 report

1alhotra 6.@.!arketing research. &rinceton pblication " edition

www.itn.com

>ebsites of six ma$or player 2Airtel,


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ebsite www.reliancein"o.com

T(tle of t*e +o5ect-

$AR?7TI0 R7!7ARC@ O CO!($7R /7@A:IOR< &R77R7C7 O C,$A @A,!7T

&77TRATIOIT@CO$&7TITI:7LA,!CA&7

O/E7CTI:7 O T@7 &ROE7CT

The ob$ective of the pro$ect is to stdy the motives of the consmer in the %& ;ast circle as well

as give insights into the se of mobile phone services inclding the perceived vale added

services, and to collect general information abot the ser.

As there is stiff competition so in order to offer best to the cstomers this research will help the

company to nderstand their needs and preference which can help in lanching new prodct and

services to cater those needs. 8or example if after doing the research the reslt comes that

cstomer is loo!ing for a camera phone in medim price range then company can lanch the

handsets which can cater the needs of the people in that particlar segment.

Met*odolog1 'sed-

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1B Opportunity Identi!"tion2B #$"nnin% t&e re'e"r!& de'i%n

3B (e$e!tin% t&e re'e"r!& )et&od4B (e$e!tin% t&e '")p$e 'i*e "nd '")p$in% pro!edure5B D"t" !o$$e!tion6B Codin% "nd D"t" e+"$u"tion7B D"t" "n"$y'i', re'u$t "nd !on!$u'ion8B -eport prep"r"tion

+o5ect g'(de-

ame $r. 0aura) !ing%

,esignation &roduct $anager $arketingD

Date of 5o(n(ng-9t%A*rF-8

Date of s'bm(ss(on of +e4o+t-9t%'uneF-8

Reliance Communication - Marketing Research

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