farman final report..mgyu

8/6/2019 Farman Final Report..Mgyu...

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A

SUMMER INTERNSHIP PROJECT REPORT ON

CRM POLICY OF RELIANCE

COMMUNICATION LTD.

Submitted By

SK Farman

MBA 2009-2011

Reg. No- 906289051

To

Biju Pattnaik University of Technology(IN PARTIAL FULLFILLMENT OF THE MASTER IN

BUSINESS ADMINISTRATION)

Under the Guidance of

TRIDENT ACADEMY OF TECHNOLOGY

External Guide

Mr. Asutosh Choudhury(Field Manager)

Internal Guide

Mr. Soumya Prakash Bala(Marketing Faculty)
http://en.wikipedia.org/wiki/File:Rcom.png


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Trident Academy of TechnologyCHANDAKA INDUSTRIAL ESTATE, NEAR INFOCITY, PATIABHUBANESWAR-751030, ORISSA

CERTIF

ICATE

Mr.SOUMYA PRAKASH BALA

(Lect.in Marketing) TAT

This is to certify that the project report entitled CRM about Reliance

Communication has been prepared by Ms. /Mr. SK FARMAN under my

supervision and guidance, for the fulfillment of Master in Business

Administration. His/Her field work is satisfactory.



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Signature and Seal of HOD Signature of

Guide

Attach your External guide

certificate



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ACKNOWLEDGEMENT

It is really a great pleasure to have this opportunity to describe the feeling

of gratitude imprisoned in the core of my heart.

I convey my sincere gratitude to Name and designation of external guideMr.Ashutosh Choudhury for giving me the opportunity to prepare myproject work in Bhubaneswar. I express my sincere thanks to allthe staff members (of the company) IMRB, bbsr.

I am thankful to internal guide Mr. Soumya Prakash Bala for his

guidance during my project work and sparing his valuable time for the

same

I am thankful to Head of The Department Mr. Partha Sarathi Das and

other faculties of my department.

I am also thankful to my family for their kind co-operation which made mytake easy..



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Pa e 11

Name: SK FARMAN

Regd No: 0906289037

DECLARATION

I do hereby declare that this project work entitled CRM about Reliance

Communication submitted by me for the partial fulfillment of the

requirement for the award of Master in Business Administration (MBA) is a

record of my own research work. The report embodies the finding based on

my study and observation and has not been submitted earlier for the

award of any degree or diploma to any Institute or University.



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Date: Name: SK FARMAN

Regd No: 0906289037

Contents of the main report

Chapter

Page

Title page

Acknowledgement

ii



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Abstract

iii

Table of contents

IV

I. INTRODUCTION

1

1.1 Background

2 1.2 Rationale of the study

4

1.3 Objectives of the study

6 1.4 Scope of the study

7

1.5 Chapter plan

7

II. LITERATURE REVIEW

8

III. METHODOLOGY

13



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IV. ANALYSIS AND DISCUSSION

20

V. FINDINGS

25

VI. CONCLUSIONS

30

VII. RECOMMENDATIONS

45

REFERENCES/BIBLIOGRAPHY

APPENDIX

QUESTION



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ABSTRACT

This Project on Customer Relationship Management of Reliance Communication in Bhubaneswar

city is done to understand the company-wide business strategy designed to reduce costs and

increase profitability by solidifying customer loyalty. How CRM brings together information from

all data sources within an organization.

How CRM provide mechanism for managing services, mechanism to track all points of contact

between a customer and the company, identify potential problems quickly, internet cookies to

track customer interests and personalize product offerings, mechanism for managing and

scheduling maintenance, repair, and on-going support (improve efficiency and

effectiveness).provide accounting and production information to customers when they want it.

Improving customer relationships, improve customer relationships. How technology can track

customer interests, needs, and buying habits as they progress through their life cycles, study

industrial markets, the technology can be used to micro-segment the buying centre and help

coordinate the conflicting and changing purchase criteria of its customer.



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The overall study is focused on use of CRM by Reliance Communication in Bhubaneswar for

efficient utilization of resources and getting competitive advantage in telecom market.

ExecutiveSummary



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The term itself is meant to describe the whole business strategy (or lack of one) oriented on

customer needs. The main misconception of CRM is that it is only software, instead of a whole

business strategy. To be effective, the CRM process needs to be integrated end-to-end across

marketing, sales, and customer service. A good CRM program needs to:

* Identify customer success factor

* Create a customer-based culture

* Adopt customer-based measures

* Develop an end-to-end process to serve customers

* Recommend what questions to ask to help a customer solve a problem

* Recommend what to tell a customer with a complaint about a purchase

* Track all aspects of selling to customers and prospects as well as customer support.

SCOPE OF STUDY

The general aim of the study was to choose, develop and experiment with some evaluationmethods applicable to product design and capable of facilitating ergonomics-related decision-

making. User participation was aimed to be an essential part of the experimental evaluations.

Sound and realistic ways to involve users in the design process were sought. The study results,

the different EEE procedures, can be used in developing activities related to the design process

at workplaces and by product manufacturers. The procedures applied should be, after the

developments, more tailored and consistent for (1) developing better products as far as absolute

user-match is concerned and (2) comparing new systems and products with those of competitors

(relative user-match). The study aims to utilize both ergonomic and usability expertise. Fig. 6

shows the papers versus the methods used. All the papers except VII are reports of experiments

on elderly subjects, but some of the patients involved in the videophone experiment (paper VII)

were also elderly people. Subjective assessment, though based on real perception during trials, is



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predominantly involved in most of the experiments, including comparison of the values of

objective variables. Subjective assessment was assumed to be quicker and easier to elicit and

analyse, and it also has an important role in consumer choices. The step experiment (paper I)

was about purely objective assessment. The main emphasis in this study was on user-centred

design with usability trials. Objective measurements were also made with instruments. Diverse

research-style user trials were combined and developed into practical industrial tests in evidence-

based ways

OBJECTIVE OF STUDY

PLACE OF STUDY

Taking on the consideration of these objectives we started our study under IMRB international.

With the help of this organization we started the study in the urban area. According to the

instruction we have done this study in the district of Bhubaneswar only.

We have collected the relevant data about the awareness and usage of Reliance communication

among the people. For that we cover places in Bhubaneswar are;IRC village,

jayadevbihar,unit-1,unit-2,unit-3,unit-4,unit-5,unit-6,unit-7,unit-8 unit-9,BDA

colony,Chandrashekharpur,salishree vihar,patia,Rasulghadh,Bhumikal,Laxmi sagar.

We visit the required number of households in that part and collect the relevant data from them.

According to the study we only cover the area which is instruction by our external guide.The

interviewee or any members of his/her family dont work for any of the following:



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Advertising Company/Any media

Any Market Research Co.

Any Telecom Co.

Owner of PCO.

Distributor of mobile Connections

PROBLEM BEING FACED

Lack of communication between retailers and distributor

Lack of improper distribution channel

Competitors

Not regular visit of DSE and Runner

All retailers are not aware of new scheme of RCOM

Lack of sales promotion and advertisement

Retailer doesnt get claim at proper time

No visit of TSM or any other person to the retailers shop



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WHAT DOES COMPANY EXPECT TO DO BY SOLVING THE

PROBLEM

Customer Satisfaction

Retailer Satisfaction

Increase in Sale

Sales Promotion

Proper Distribution Channel

COMPANY HISTORY

Established in 1971, IMRB International is a pioneer in market research. A

member of the Kantar Group, WPPs information, insight and consulting division. IMRB's

footprint extends across 11 countries - India, Pakistan, Bangladesh, Sri Lanka, Dubai,

Saudi Arabia, Egypt, Singapore, Malaysia, Korea and London. . It is associated with a group of



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international market companies such as the 'British Market Research Bureau (BMRB)' &

'Millward Brown International'

With over 1200 full time staff, IMRB provides high quality conceptualization, strategic

thinking, execution and interpretation skills. IMRB International is the only research company

in India that offers such a wide range of research based services to its clients. IMRB

International's specialized areas includes consumer market research both quantitative and

qualitative, industrial market research , business to business market research, social and rural

market research, media research, retail research , and consumer panels.

IMRB International has been offering for over 35 years, both general as well as

specialist research services to clients in India and overseas. IMRB International operates out of

its five full service offices in Mumbai, Delhi, Kolkata, Chennai and Bangalore and is supported

by 15 other regional centers for collection of survey information

IMRB International,

Over 33 years of experience in researching India. We have five full service offices

and thirteen field offices in India. Our research supports 40 of the top 50 brands in the country.

With one of the largest field networks for custom research, knowledge of local culture,

normative databases, specialists with industry/ sector knowledge, and an international toolkit of

research methods, IMRB International is uniquely positioned to provide innovative solutions to

any marketing issue. Cygnus, is IMRBs Knowledge Management System which connects every

IMRB executive and helps enhance the quality of the thinking that we provide to Clients.

Product and Services IMRB International has eight specialist units - 1)Probe Qualitative

Research (PQR) 2)Social and Rural Research Institute (SRI) 3)Media & Panel Group 4)CSMM:

Partners in Managing Stakeholder Relationships 5)BIRD: Research-based Consultancy for B2B

and Technology Markets 6)eTechnology Group@IMRB 7)IMRB MindTech Systems: Software

development house 8)Abacus Research: Data Processing House to the World IMRB

International, in association with Mill ward Brown, offers Advanced Tracking Programmers,

Brand Dynamics and the Link pre-test as well as other MB services throughout this region. With



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over 1000 ads pre-tested, over 200 on-going ad and brand health tracking research studies, over

400 brand equity studies, we have a good understanding of how communications work, what

works best and how we can best leverage the advantage that our Clients brand has over

competition.

IMRB International had eight specialist units:-

Probe Qualitative Research (PQR)

Media & Panel Group

CSMM: Partners in Managing Stakeholding Relationships

BIRD: Research Consultancy for B2B and Technology Markets

eTech Group@ IMRB

Social and Rural Research Institute (SRI)

IMRB MindTech Systems: Software development house

Abacus Market Analytics: Data Processing House of the World

http://www.imrbint.com/divisions/index.html#1http://www.imrbint.com/divisions/index.html#3http://www.imrbint.com/divisions/index.html#7http://www.imrbint.com/divisions/index.html#8http://www.imrbint.com/divisions/index.html#4http://www.imrbint.com/divisions/index.html#2http://www.imrbint.com/divisions/index.html#10http://www.imrbint.com/divisions/index.html#5http://www.imrbint.com/divisions/index.html#3http://www.imrbint.com/divisions/index.html#7http://www.imrbint.com/divisions/index.html#8http://www.imrbint.com/divisions/index.html#4http://www.imrbint.com/divisions/index.html#2http://www.imrbint.com/divisions/index.html#10http://www.imrbint.com/divisions/index.html#5http://www.imrbint.com/divisions/index.html#1


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About Market Research of IMRB

The purpose behind market research is to provide solutions to marketing problems of

Clients. Typically, there are three different professional streams in a market research

organization Research, Field, Analysis.

Research: who obtain client briefs, plan & coordinate research projects, develop research

proposals and research designs, develop questionnaires, analyze the data and report the findings



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Field: Who are responsible for data collection? The actual data collection is usually done

through freelance interviewers, under the strict control & briefing of Field Executives and Field

Managers

Analysis: who are responsible for data processing i.e. transforming data on questionnaires to an

electronic database Worldwide Market Research is a US 20 billion $ industry employing more

than 150,000 professionals. In India, the market for market research is estimated at around Rs.

400 crores with the outsourcing MR industry accounting for a similar size of business. Market

Research in India is a rapidly growing at 20% & above every year.

IMRB Offices & Staff

IMRB operates in India through thirteen units

Four quantitative consumer research units in Mumbai, Delhi, Calcutta, South

(Bangalore & Chennai)

Six specialist research units

Qualitative Research: PQR

Customer Satisfaction: CSMM

Media & Panel Research: MPG

Business to-Business and e-technology Research: BIRD

Social Research: SRI

Strategic marketing: Henley Centre

Three operations & software units

Field: Abacus

International: Data Processing (a BPO unit): Abacus

Software for MR: Mind Tech Systems has also set up market research companies in

Sri Lanka: LMRB

Bangladesh: Sirius Marketing & Social Research

Middle East: AMRB with offices in Dubai, Cairo & Jeddah

And has a tie up with Oasis Research in Pakistan.



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Within India, IMRB has full service research offices in Mumbai, Delhi, Calcutta, Bangalore and

Chennai as well as Field Offices in ten other large cities (like Hyderabad, Pune, Ahmadabad,

Lucknow, Cochin) in India covering all major languages.

IMRB has over 650 project professionals

- Over 300 researchers, almost all of whom are MBAs

- Over 150 Analysis/Data Processing executives with IT qualifications

- Over 200 Field & Operations executives

IMRB Offers

Through its consumer research offices, IMRB offers full spectrum customized consumer

Research such as:

Market Measurement

U&A Studies

Brand Image/Tracking

Segmentation

New Brand Research

Concept Testing

Positioning

Product Testing

In addition, IMRB offers in the Indian sub continent & the Middle East, the Mill ward Brown

suite of products

Link: advertising pre-testing

ATP: brand & advertising tracking programmed

Brand Dynamics: quantitative measurement of brand equity

Mill ward Brown, an associate Kantar company, specializes in brand & communications

Research.



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IMRB Clients

IMRB works for a large number of clients multinationals and Indian companies.

Some of IMRBs leading & regular clients are

Bharti Airtel

Britannia

British American Tobacco (BAT)

Cadbury

Castrol

Cavinkare

De Beers

Radio Mirchi

Ford

Frito lay

Gillette

Glaxo Smithkline

Heinz

Hero Honda

Honda

Hutch

ICICI Bank

Idea Mobile

Indian Airlines

Indian Oil

Intel

ITC Ltd

Advertising Research

Packaging Research



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Pricing Research

Simulated Test Marketing (STM)

Sponsorship Research

Lifestyle Research

Specialized Retail Audits

Trade Research

Johnson & Johnson

Kodak

Madura Garments

Mahindra & Mahindra

Marico Industries

Microsoft

Nestle

Pepsi

P & G

Philips

Reckitt Benckiser

Shaw Wallace

Taj Hotels

Tata Tea

Tata Teleservices

Telecom Regulatory Authority of india

Titan

Unilever

VST Industries

IMRB Office Bhubaneswar



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IMRB Bhubaneswar Office, with revenues of Rs. 25 crores, with a current staff of 90, and

With a planned expansion to 120 in 2006, is one of the largest market research offices in India.

IMRB Bhubaneswars key clients are:

ITC Tobacco: ITC Tobacco is one of the largest market research accounts in the country with

work on some of the biggest Indian brands like Wills, Gold Flake, Classic, and Scissors. IMRB

is ITCs lead market research partner & has been so for over thirty years.

ITC FMCG: ITCs vision is to grow into a fully diversified FMCG company. IMRB handles

ITCs Foods Business (Aashirwaad atta, Sunfeast biscuits, Minto &

Candy man confectionery and other new categories) . ITC Paper Divn (Greeting Cards,

Stationery, Matches) and its major, planned diversification into Personal Products like soaps,

shampoo & other products

VST Industries: the Hyderabad based company, which like ITC is another tobacco company

within the British American Tobacco (BAT) Group, and has cigarette brands like Charminar and

Charms British American Tobacco (BAT) : the worlds second largest tobacco company, and

the parent company of ITC & VST. IMRB Calcutta has leveraged its tobacco research

experience in doing research consultancy for BAT companies around the world. In the last three

years, IMRB Bhubaneswar Office has conducted research for BAT in over 40 countries acrossthe world in all the continents e.g. in Malaysia, Australia, Japan, China, Korea, Vietnam, South

Africa, Nigeria, USA, Canada, Brazil, Argentina, Costa Rica, France, Italy, Netherlands, Poland,

etc.

To cater to the BAT business, IMRB Bhubaneswar has placed researchers from its office

in London, Kuala Lumpur and Seoul. This international business is now a very large & growing

part of IMRB business. IMRBs role in such projects is to develop the proposal, the research

design & the questionnaire; process the data, conduct the analysis and work out the final

presentation. Fieldwork is organized locally by the BAT Company.



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Types of Research Studies conducted at IMRB Bhubaneswar Office

- Annual Brand Health Studies & Brand Equity Measurement

- Tracking of Communication & Brand Health

- Simulated Test Marketing (STMs) : forecasting the performance of a new brand pre launch

- Consumer Segmentation & Category Understanding

- Pricing

- Packaging Research

- Name Research

- Ad Pre Tests

- Product Tests

- Post Launch Tracking

- Market Sizing Exercises

- Media Planning for non traditional media like Retail Outlets

- Segmentation of Retail Outlets

- Experimental Studies

Most of the clients of Bhubaneswar Office like ITC, BAT are among the most

sophisticated users of market research; they seek high quality & innovative work, and areprepared to pay for it. Exposure on such accounts will provide the researcher exposure to the

highest standards of research in all areas of quantitative research.

All quantitative researchers have the support of a 30 man Analysis/DP team, statistics experts,

and in addition, are provided with the state-of-the-art enquiry package, MAGIC, with which they

can conduct all possible analyses themselves, along with the latest version of SPSS.

The City

Bhubaneswar does not perhaps quite enjoy the best of reputations but reality is much better than

perception. Once people move into, they start enjoying their stay, and warm up to the city It is



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one of the less expensive metros to stay; infrastructure (electricity, telephones, water) is possibly

the best in India. Chances are that your work place and residence will not be too far.

Companys vision and mission:-

VISION

To be the agency of choice for marketers across the Middle East and North Africa region

By consistently providing cutting-edge market research services from conceptualization

Through to execution, interpretation and reporting, thereby enabling clients to take strategic

Decisions. By 2010 IMRB will be the leading research in India.

Loved by more customers.

Targeted by top talent.

Benchmarked by more business.

MISSION

Service focus

Empowered Employees

Innovative Service

Cost efficiency



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Accurate in survey

ACHIEVEMENTS

XIMB won the Outstanding B-Schools in Marketing Award organized by IMPACT in

February 2009

XIMB ranked as 3rd best private B-School and 8th among the top 50 B-schools in

India (Outlook 29th Sept., 2008)

XIMB has been awarded the SAQS Accreditation by the Association of Management

Development Institutions in South Asia (AMDISA) for a period of five years.

R COM LOGO

PROFILE OF RELIANCE COMMUNICATION

Anil Ambani: Telecom person of the year 2007

His marketing strategy has made millions of Indians happy; they got the best mobile tariffs in the

world-local call costs at 15 paise/minute, and STD call at 40 paise/minute

NEW DELHI, INDIA: When the VOICE&DATA jury, comprising eminent professionals from

the telecom field, met in Delhi in June to choose the Telecom Person of the Year 2007, the five-

hour selection process was steamy.

The reason was obvious: The telecom sector is growing faster than any other segment andnaturally their CEOs have a lot to crow about. The jury had to select one from three CEOs, who

had made it to the final list through nominations from the industry and the initial scrutiny.

Among the three, one of the main contenders was a young CEO. The jury decided that he should



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come back next year to try and win the coveted award. The list now had two names-both CEOs

of two well-known companies. The pivotal difference between the two: one is an entrepreneur

and the other is not so popular, as his credit is shared among a number of his big daddies.

Following a five-hour closely held, hotly debated discussion, the name was announced: Anil

Dhirubhai Ambani, chairman of Reliance Communications. Anil Ambani joined Reliance

Industries (currently promoted by his brother Mukesh Ambani, following their split) in 1983 as

co-chief executive officer. Forbes ranked him number 104 among the World's Richest People in

2006. The Ambani family faced criticism when it announced its ambitious plans to build a

countrywide telecom network, as its prior expertise lay in commodities-textiles and

petrochemicals-business only. Apart from that telecom needs a service-oriented mindset, critics

felt. What they did not remember was how the family had served its millions of shareholders.

Policies in India are made in line with Ambani's vision, says an industry expert. His business

acumen and closeness to politicians assisted him in making it to the Rajya Sabha in June 2004,

as an independent member. Ambani chose to resign voluntarily on March 25, 2006.

The same association with politicos gave him negative returns too when the Mayawati

Government in Uttar Pradesh put a spanner on his ambitious plans to build a 1,200-acre SEZ.

Media sees his aggression when he announces financial results for the Reliance ADA group of

companies, and when he attends the annual general meetings and faces questions from

shareholders. When he meets the press, he has answers to all their questions. He also remembers

to call select journalists by name.

To merchant bankers he, who has already contributed immensely to the financial reforms of

the country, is one of the financial wizards of the world. May be because of his expertise, he

gave up in the race to grab Hutchison Essar stake, after indirectly jacking up the valuation. Hisnegotiations with the Qualcomm chief are also a folk theory now.

How did Ambani become the VOICE&DATA Telecom Person of the Year 2007? What are

his personal and organizational achievements in the recent past?



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His path-breaking marketing strategy that was put in by the strongest team of telecom

professionals the country has ever seen has made millions of Indians happy as they got the best

mobile tariffs in the world. The aggression resulted to adding to his already swollen kitty. Every

hour India will be adding around 20,000 new mobile customers and Reliance Communications

over 4,000. When mobile telephony first began in India, a local call cost Rs 16 per minute; an

STD Rs 50; and a call to the US Rs 100 per minute. With Reliance Communications pioneering

price initiative, a local call now costs a mere 15 paise per minute, STD 40 paise, and a call to the

US costs less than Rs 2 per minute. The presence of Reliance Communications is making the

competition in India panicky. Global telecom forces will also shortly start feeling the heat.

Ambani has also recently announced his Rs 1,200 crore buyout of Yipes Holdings.

Achiever's Pride

Undertook financial restructuring of Reliance communications

To spend Rs 16,000 crore to expand and strengthen network coverage

After expansion, Reliance Communications will have the single largest wireless

network in the world

Launched the lowest-cost classic brand handset at Rs 777

Subscriber base grew to over 28 mn during last fiscal, registering 60% growth

Total Revenue shot up to Rs 14,468 crore, an increase of 34%

Net Profit rises to Rs 3,163 crore, an increase of over 600%

Revenues of the wireless business increased by 46% to Rs 10,728 crore

Broadband achieved revenue growth of 123% to Rs 1,144 crore

Market capitalization crossed Rs 100,000 crore

Will add 23,000 more towers

Telecom services will be available in over 23,000 towns and 600,000 villages

Next generation DTH network will be launched before end of the year

Reliance Communications' wireless subscriber base grew to over 28 mn last fiscal,

registering a 60% growth. This makes it one of the top two wireless operators in India.



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"Economic growth in the future will be indexed to connectivity of millions of enterprise and

individual customers. Over the next few years, we will have over 100 million customers, making

us one of the top 5 telecom players in the world. In four years, we put up a total of 14,000 towers

across the country. This year alone we will add 23,000 more towers. Our wireless network is

currently available in 10,000 towns. By the end of this year, it will be available in over 23,000

towns and 600,000 villages," Anil Ambani said at the first annual general meeting of Reliance

Communications since the re-organization of the Reliance Group in June 2005.

"In four years of operations, we invested around Rs 32,000 crore. This year alone we will

invest over Rs 20,000 crore. At the end of this year, we will have covered over 90% of our

population. If Version 1.0 of the Indian telecom story was all about affordability, Version 2.0

will be about reach. Our

Network expansion will give us the power to drive the market and stay ahead of the curve,"

Ambani adds.

According to Ambani, the financial restructuring of Reliance Communications is the biggest

turnaround story in the history of corporate India. The inherited ownership structure of Reliance

Communications was complex. The reorganization has yielded a simple, fair, and transparent

ownership structure, and given Reliance Communications 100% ownership of all operationaland associate companies.

Reliance Communications is now among the three most valuable private sector companies in

India, and the five most valuable telecom companies in Asia. In the current

Fiscal, Reliance Communications will spend Rs 16,000 crore to further expand and

strengthen its network coverage across India and the rest of the world.

In addition to organic growth, Reliance Communications will leverage the advantages

derived from this impressive financial platform to explore and pursue any significant

opportunities available in the telecommunications sector. "We are currently evaluating a number



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of inorganic opportunities in select international markets to further expand our footprint,"

Ambani said.

Reliance Communications One India, One Tariff plan allowed millions to connect across

India at just one rupee a minute. The company was the first one to break the Rs 1,000 entry-

barrier with the launch of the lowest-cost classic brand handset at Rs 777.

As per its expansion plan, Reliance Communications will have the single largest wireless

network in the world, covering over 900 mn Indians or more than 15% of the global population.

It will cover 23,000 towns or every single Indian habitation with a population of over 1,000.

Reliance Communications will cover almost 100% of all rail routes, providing seamless voice,

video, radio, and Internet connectivity to 14 mn commuters every day. It will also cover almost

100% of all national highways, and 84% of all state highways, giving millions of users the

power to talk, text, surf, play, chat or simply stay in touch across nearly the entire length of

India's 2,00,000-km-long road network.

Having achieved tremendous growth, the main challenge for Reliance Communications is to

improve quality of service and ARPU. Its enterprise business is also not in a position to compete

with the global majors. Stock market valuations may boost the fortunes of an entrepreneur, but

Ambani needs to address the issues faced by the growing mobile customer base, especially inIndia, where bureaucracy takes pride in checking the businessman.

AN OVERVIEW OF CURRENT MARKET SCENARIO

Reliance Communications (formerly Reliance Communications Ventures) is one of India's

largest providers of integrated communications services. The company has more than 20 million

customers and serves individual consumers, enterprises, and carriers, providing wireless,

wireline, long distance, voice, data, and internet communications services through a number of

operating subsidiaries. The company sells communications and digital entertainment products

and services through its chain of Reliance Web World retail outlets. The company's Reliance



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Infocomm subsidiary provides wireless communications services throughout India. Reliance

Communications is part of the Reliance - Anil Dhirubhai Ambani Group.

The current network expansion undertaken by Reliance is the largest wireless network

expansion undertaken by any operator across the world.

It was with this belief in mind that Reliance Communications (formerly Reliance Infocomm)

started laying 60,000 route kilometres of a pan-India fibre optic backbone. This backbone was

commissioned on 28 December 2002, the auspicious occasion of Dhirubhais 70th birthday,

though sadly after his unexpected demise on 6 July 2002.

Reliance Communications has a reliable, high-capacity, integrated (both wireless and wire

line) and convergent (voice, data and video) digital network. It is capable of delivering a range

of services spanning the entire infocomm (information and communication) value chain,

including infrastructure and services for enterprises as well as individuals, applications, and

consulting.

Today, Reliance Communications is revolutionizing the way India communicates and

networks, truly bringing about a new way of life.

We will leverage our strengths to execute complex global-scale projects to facilitate leading-

edge information and communication services affordable to all individual consumers and

businesses in India.

We will offer unparalleled value to create customer delight and enhance business productivity.

We will also generate value for our capabilities beyond Indian borders and enable millions of

India's knowledge workers to deliver their services globally.

BRIEF STUDY OF THE ORGANIZATION

Chairmans profile



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Reliance Communications Limited founded by the late Shri. Dhirubhai H Ambani (1932-2002)

is the flagship company of the Reliance Anil Dhirubhai Ambani Group. It is India's foremost

truly integrated telecommunications service provider. With a customer base of over 36 million

including close to one million individual overseas retail customers, Reliance Communications

ranks among the top ten Asian Telecom companies. Its corporate clientele includes 600 Indian,

250 multinational corporations and over 200 global carriers and owns and operates the world's

largest next generation, IP enabled connectivity infrastructure, comprising over 150,000

kilometers of fiber optic cable systems in India, USA, Europe, Middle East and the Asia Pacific

region.

Regarded as one of the foremost corporate leaders of contemporary India, Shri Anil D Ambani,

48, is the chairman of all listed companies of the Reliance ADA Group, namely, RelianceCommunications, Reliance Capital, Reliance Energy and Reliance Natural Resources.

He is also the president of the Dhirubhai Ambani Institute of Information and Communications

Technology, Gandhinagar

An MBA from the Wharton School of the University of Pennsylvania, Shri Ambani is credited

with pioneering several financial innovations in the Indian capital markets. He spearheaded thecountrys first forays into overseas capital markets with international public offerings of global

depositary receipts, convertibles and bonds.

Under his chairmanship, the constituent companies of the Reliance ADA group have raised

nearly US$ 3 billion from global financial markets in a period of less than 15 months.

Shri Ambani has been associated with a number of prestigious academic institutions in India

and abroad.

He is currently a member of:

Wharton Board of Overseers, The Wharton School, USA



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Board of Governors, Indian Institute of Management (IIM), Ahmedabad

Board of Governors, Indian Institute of Technology (IIT), Kanpur

Executive Board, Indian School of Business (ISB), Hyderabad

In June 2004, Shri Ambani was elected as an Independent member of the Rajya Sabha Upper

House, Parliament of India, a position he chose to resign voluntarily on March 25, 2006.

Select Awards and Achievements

Voted the Businessman of the Year in a poll conducted by The Times of India TNS,

December 2006

Voted the Best role model among business leaders in the biannual Mood of the Nation

poll conducted by India Today magazine, August 2006

Conferred the CEO of the Year 2004 in the Platts Global Energy Awards

Conferred 'The Entrepreneur of the Decade Award' by the Bombay Management

Association, October 2002

Awarded the First Wharton Indian Alumni Award by the Wharton India Economic

Forum (WIEF) in recognition of his contribution to the establishment of Reliance as a

global leader in many of its business areas, December 2001

Selected by Asiaweek magazine for its list of 'Leaders of the Millennium in Business and

Finance' and was introduced as the only 'new hero' in Business and Finance from India, June

1999.

RELIANCE COMMUNICATION LIMITED



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APPLY SIX SIGMA:

[Fishbone diagram]


Strength

Low Entry Cost

Commission Structure

Fast Activation Process

Network Connectivity

Data GPRS

Weakness

Branding Image

Distribution problem

Limited product portfolio- Only

Mobile Lack of Competitive Strength

Limited Budget

Opportunity

Preference of GSM over CDMA

New Specialist Application

Rural Telephony

New Market, Vertical, Horizontal

Competitors` Vulnerabilities

Threat

Political destabilization.

New Entrants

IT Development

Market Demand

Seasonality, Weather Effects

CUSTOMERS ARE

GOINGTOOTHER

WAY

MATERIALSM/C

MAN

MOTHERNATUREMEASUREMENTMETHODS

POOR QUALITY PRODU.& SERVICESUNCOUNTED

PROBLEM

WAY OF SELLING NOT

PROPERCUSTOMER ARE NOT

STAYINGWITH SERVICE NO PROPER SERVICE

SALES PERSON ARE

NOT WELL EDUCATED


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(4) ORGANIZATIONAL SET UPReliance Communication Limited

PRESIDENT PRESIDENT

PRESIDENT

(PRESONAL (ENTERPRISES (HOME

BUSINESS) BUSINESS) BUSINESS)

SENIOUR V.P


CHAIRMAN


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V.P

GM

DGM

AGM

SENIOURMANAGER

MANAGER

DUPTYMANAGER

ASST.

MANAGER

MGT.TRAINING

METHODOLOGIES

(5) SCHEMES, PRODUCTS

RELIANCE PRODUCT

Reliance Base Phone



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Reliance Mobile

Reliance Data Card

Reliance Voucher, E-Recharge

Reliance PCO

Reliance Broad Band

Research Methodology

Research methodology is a way to systematically do the job. It may be understood as a

science of studying how research is done scientifically. The most desirable approach with

regards to the selection of the research methodology depends on the nature of particular

work, time and resources available along with the desire level of accuracy.

Research Type Descriptive Research

Data Source Primary Data

Research Instrument Questionnaires

Type of Questionnaire Structured

Sampling Unit Retailer



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Sampling Method Judgmental

Contact Method Personal Interview

LIMITATIONS

During a short period of time it is difficult to know about the proper marketing survey strategies

in the organization. In the part of the survey I came to know that,

The response of customers are really so bad.

The process is so expensive.

It is time taking.

Lots of personal bias.

Questioners are so lengthy.

Questions are not accurate, lots of error.

Data Analysis & Interpretation

(1) DATA INTERPRETATION OF CUSTOMERS

SURVEY



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Age group Tabulating in percentage the age group of customers

Above figure shows that researcher having surveyed 18 respondents, 25% belong to age group18-28%, 47% belong to age group 28-35%, belong to age group 36-45 and 6% above age of 45.

Income Level Tabulation


Age Group Percentage (%)

18-25 2528-35 47

36-45 22

Above 45 6

Income Group Percentage (%)

8000 42

8000-12000 34

12000-20000 18

> 20000 6

0

5

10

15

20

25

30

35

40

45

50

Percentage (%)

18-25

28-35

36-45

Above 45


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The above analysis shows that 42% of the respondents belonged to the 8000/- and below incomecategory, 34% belonged to Rs.8000 to 12000 and 18% belonged to 12000-20000

And 6% above income of 20000/-.

Percentages of customer who are prospective take of a particular service

company Percentage (%)

Airtel 40


0

5

10

15

20

25

30

35

40

45

Percentage (%)

8000

8000-12000

12000-20000

> 20000


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RIM 5

BSNL 25

IDEA 2

Vodafone 31

Virgin 2

It was found in the survey that 55% of the respondents intended to purchase either Airtel or Rimservices in the future. Out of this 55% more than (that is 30% of the whole sample size)intended to purchase Airtel and 25% intended to purchase RIM

Scaling About RCOM Service


scale Percentage

Very good 20

Good 25

Satisfactory 40

Poor 10

Cant say 5


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The surveyrevealedthat 40% oftherespondentsserviceRIM as

satisfactory. This is a telling comment. However the survey also found out that 20% and 25% ofthe respondents service RIM as very good and good respectively. There were 5% of therespondents who had nothing to say about the RIM. This is due to low service awareness andlow penetration level.

(2) MARKET SHARE OF MOBILE SUBSCRIBERS


0

5

1 0

1 5

2 0

2 5

3 0

3 5

4 0

Pe r cen t a

P


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MARKET SHARE OF CDMA IN BHUBANESWAR

RCO

TAT

RCOMM 70%

TATA INDICOM 30%


70%


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MARKET SHARE OF GSM IN BHUBANESWAR

AIRTEL 40%

RCOMM 5%

BSNL 25%

VODAFONE 31%

TATA INDICOM 2%

IDEA 2%



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(3) PERFORMANCE SNAPSHOT

Particulars Units

12 months period ended Quarter ended

March-2007

March-2008

June 30,2008

Sept.30, 2008

Total SubscribersCDMAGSM

Consolidatedfinancials

RevenueEBITDACash profit fromOpera.PBITNet Profit

Total Fixed AssetsShareholders' EquityNet Debt

Key RatiosEBITDA Margin

Net Profit MarginReturn on Net worthNet Debt to fundedequity- ratio

KPIsWireless APRUWireless RPMWireless MoU per subLong DistanceMinutes

000s000s000s

Rs. mnRs. mnRs. mnRs. mnRs. mn

Rs. mnRs. mnRs. mn

%%%

Times

Rs.Rs.Min/monthMn Min

28,00724,6203,387

144,68357,20756,29132,24731,632

330,423202,71918,238

39.5%21.9%26.8%

0.09

3710.7450323,238

45,79438,7787,016

190,67881,99182,06470,76254,011

523,126254,60999,700

43.0%28.3%33.7%

0.39

3400.7446030,045

50,77342,7078,066

53,22222,50224,39615,56415,123

580,324264,197129,888

42.3%28.4%34.6%

0.49

2820.664248,367

56,04646,8409,206

56,45023,01625,28815,54115,308

614,761281,598152,257

40.8%27.1%31.8%

0.54

2710.644239,802

*ARPU- Average revenue per user



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Conclusion

Indian economy is an emerging one and is growing very fast at the average GDP rate 8-

9% so in this emerging market competition level among telecommunication services provides

new players are coming who will necessarily intensify the competition. New products and new

schemes are being offered by the telecom service providers. The need for large information

capacity has grown tremendously due to the demand of real time information.

Telecommunication has now become a major information transmission system and telecom has

undoubtedly emerged as the most important industry in India. Indian telecom companies are

putting in their best offer to rope in major telecom operators of the world e.g. Vodafone, Aircel

and MTN etc. are playing their role in synergy with the operation of the Indian companies.

Process of acquisition and merger are in process and future will be only for those companies

who have an edge over others in the field. Service provided and the better quality of network etc.

is provided at affordable cost. In this process of competition it is assumed that only those

companies will survive who adopt suitable market strategy and technology innovation and up

gradation to suit the aspiration and demand of the consumer.

RCOM cellular ltd. an Anil Ambani Group of cos. is very fast catching up with the market by

providing cheaper calling rates. The market strategies adopted by its executives are bearing fruits

and the company although being the Second one to enter the market of Bihar & Jharkhand has

found a suitable niche and recognition in the consumer. But this is not a thing for self

contentment as the survey reveals that in network, service and distributor, its place is very far

behind to other competitors viz. Airtel, BSNL, and Tata indicom etc. so to withstand the

competition resources mobilization and technological innovation on the part of cos. To upgrade

its quality of network and services is urgently called for.

Market access and growth is alright but the improvement of quality on the above counts is

necessity of the time.



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Retailers Finding

Services provided by Retailers: -

All the retailers are dealing in all services i.e. providing Recharge Voucher, SIM, and Tariff

Voucher of all the cellular service companies present in Bangalore zone. Also most of them

provide only pre-paid connection.

Satisfaction: -

Most of the retailers i.e. around 74% of respondents are satisfied with RCOMM brand, 10% of

them push RCOMM brand to the customer and rest 16% retailers are not satisfied with RCOMM

brand due to claim pending and the distributor. The retailers dont get schemes communicated in

time by distributor and distributor does not provide RCV & e-Top properly.

Problems: -

Around 15% of the respondents that there is network problem with RCOMM, on the other hand

they found its competitors viz. Airtel, BSNL, TATA indicom network connectivity of very good

to good level.

Around 16% retailers which are under puja enterprises distributor projected problem

with distributors. They dont get schemes communicated in time by distributor and distributordoes not provide RCV & e-Top.

Support from company: -

Most of the retailers ensnared that they are supported by the companies personnel & companies

helpline.

All companies provide POP (Point of presence) at right time and in adequate number.

Claim process:-

In case of RCOMM process is be claimed very belatedly i.e. almost 77% of the cases take 60-90

days, where as in case of Airtel most of the i.e. 88% is being finalized in time limit 0-30 days.



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The claim process services of other competitors viz. AirCel, Smart, & Tata Indicom

are almost at par with the IDEA cellular ltd.

Suggestions

On the basis of extensive study and research, here are some recommendation and suggestion

which may help the company to market the product and service more profitability and increase

its share in the Telecom market.

1. PROMOTIONAL ACTIVITIES

The company expands the budget allocation for promotional campaign in center Bangalore. It

has affected the sale service brand image of Reliance especially in Bangalore. Low supports in

promotion have lead to fluctuation in sale

There may be some useful tools which can be summed as follows:-

Advertising Advertising should have a clear objective and message, which has not been

found in recent ads. Reliance is a faster growing provider service in each state .every offers and

schemes they should show with proper message for benefit to the customer. In busy life

customer do not remembered any offers and which service we can provided for the customer

therefore they should by force showing advertisement in growing market and among customer

.customers wants continuously exposure in Cable and Local newspapers.

Persuasive Advertising: - Now there is a need of persuasive advertising for Reliance service

which can be moved into the category of comparative advertising. It will help the company to



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establish the superiority of its brand service through specific comparison of one or more

attributes and features.

Technical Expertise: - The advertisement should show the companies expertise, experience and

pride in market the product service sale.

Media:-A combination of print ads and TV commercial do a better job. Local ads and publicity

should be giving more stress. Hoardings, banners, wall painting should be promoted, as some

expenses are also beard by dealers. Ads on Cable network result greater audience attention.

Schemes, gift offers etc. must be highlighted through Radio and Local newspapers.

A. SALES PROMOTION

Cash discount

Premiums

Appointment of sale promoter

Financial schemes

B. OCCASIONAL DISCOUNT

The company may go for occasional discount offers or price off from time to time specially

during any festival. Off season discount may also prove helpful to check fluctuating sales.

C. PRODUCT QUALITY AND TECHNICAL FEATURES



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As for as some hand set mobile product quality is concerned, there is an urgent need of technical

up gradation of Reliance mobile product line. It would be beneficial for company to launch some

colors mobile hand set with the some added feature and minimum price.

BIBLIOGRAPHY

BOOKS:

Principles of marketing - Philip Kotler & Kevin Lane Keller, Pearson Education

Publishers, 13th Edition, Pages-128,131.

Research Methodology - C.R. Kothari, New Age International Publishers, 2nd

Revised Edition, Pages-2, 7,25,31,95,104,122.

WEBSITES:

www.google.com/search/crm policy of Reliance communication Ltd.

www.yahoo.com.in/search/crm policy of Reliance communication Ltd.

The relevant information from the internal source of the organization

CUSTOMER QUESTIONIRE

http://www.yahoo.com.in/http://www.yahoo.com.in/


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1 .Do you aware of Subscriptionalert?

a Yes 95

b No 5

2 .How would you rate your overall experience with the Subscription alerts sent by RelianceCommunications?

a Excellent 0

b -Very Good 8

c -Good 12

d Fair 28

e-Poor 52

3 .Do you aware of Caller Tunes?



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a Yes 98

b No 2

4 .Based on your experience, how would you rate the overall cost of subscription to CallerTunes?

a -Very Low 2

b -Low 5

c Moderate 35

d High 42

e -Very High 16

5 .Do you aware of Sim Browser / R World?



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a Yes 52

b No 48

6 .Based on your experience, how would you rate the Overall experience with SIM basedservices /R World?

a- Excellent 0

b -Very Good 8

c -Good 22

d Fair 45e Poor 25



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7. Do you aware of SMS Codes ?

a Yes 85

b No 15

8 .How would you rate your Overall experience with the SMS Codes service? Would you say itis.

a Excellent 10

b -Very Good 45

c -Good 32

d Fair 10

e Poor 3



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9 .Basis your experience, how would you rate the Overall cost of downloading content/sendinga message through SMS Short Codes ?

a -Very Low 8

b -Low 10

c Moderate 52

d High 18e -Very High 12

10 .Have you recently activated any value add service (VAS) ?

a -Yes 68

b No 32

11.Have you recently deactivated any value add service (VAS) ?



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a -Yes 42

b No 58

12.Where did you give your request for activation/deactivation of VAS ?

a -Reliance Exclusive showroom/Reliance Office 5

b -Any Other Dealer /Multi Brand outlet 9

c -Call Center Executive 75

d -Reliance Website 3

e SMS 8



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13.Have you received an automated voice call to give you information on VASservices of Rliance Communications ?

a -Yes 95

b No 5

14 .Have you received a telecall to give you information on VAS services of RelianceCommunications ?

a -Yes 62

b No 38

15. Thinking about all aspects of your interaction with a Reliance Executive on the telecall,howwould you rate the overall experience with the telecall ?

a Excellent 0



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b -Very Good 5

c -Good 12

d Fair 15

e Poor 68

16 .What would be your preferred mode of communication?a SMS 65b Email 23

c -White mail/Letter 0

d -Voice call 12e -Recorded Call 0



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17.Are you the Chief Wage Earner for your family ,i.e., do you contribute themaximum to the total income of your family ?

a -Yes 88

b No 12

farman final report..mgyu

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