A Project Report

ON

(Study of Market Potential for Telecom Service Provider in Corporates, Pune)

AS PARTIAL FULFILLMENT OF PGDM PROGRAM, II year

SUBMITTED BY

VIKAS KUMAR SHARMA

PGDM (Marketing-II)

Roll No- DM13B49

PRN No- DM13M94

IAEER’S PUNE INSTITUTE OF BUSINESS MANAGEMENT

(APPROVED BY AICTE, MINISTRY OF HRD, GOVT. OF INDIA)

PUNE

BATCH-(PGDM) 2013-2015

DECLARATION

I, Vikas Kumar Sharma hereby declare that this project report is the record of authentic work carried out by me during the project from 14th May 2014 to 14th July 2014 and has not been submitted earlier to any university or institute for any award of any degree/diploma etc.

Name of the Student:-

Date:-

CERTIFICATE

This is to certify that Mr. Vikas Kumar Sharma has completed SIP under my guidance.

Date of Submission:-

Name of Internal Guide:-

Signature

ACKNOWLEDGEMENT

This project has been an honest and dedicated attempt to make the analysis on marketing materials as authentic as it could. And I earnestly hope that it provides useful and workable information and knowledge to any person reading it.

During this period, I had the pleasure of working closely with accomplished organization people who shared with me their experience and helped me in completion of my research.

I express my sincere thanks to my project guide Mr. Vishant Bhonsle (Senior Manager Sales (CWG)) and Mrs. Palak Sharma and Mr. Surendra Nandwani my institute faculty for guide me.

Lastly I am grateful to my parents who have been my mentors and motivators. I am also thankful to all my batch mates who have been directly or indirectly involved in successful completion of this project.

Table of ContentsIntroduction about Telecom Industry in India.........................................................................................6

TRAI:-.......................................................................................................................................................7

DOT:-.......................................................................................................................................................8

Top Player In India:-...................................................................................................................................11

About Late. Shri.Dhirubhai H. Ambani.......................................................................................................18

RELIANCE ANIL DHIRUBHAI AMBANI GROUP OF COMPANYS. (ADA)........................................................19

Reliance Communication:-.........................................................................................................................22

VISION:..................................................................................................................................................22

India’s leading integrated telecom company.........................................................................................22

COMPANY LOGO.............................................................................................................................23

Board of Directors.............................................................................................................................24

Reliance work in this Frequency:-......................................................................................................25

Product Portfolio.......................................................................................................................................26

Department...............................................................................................................................................31

Department Structure...........................................................................................................................32

STRATEGIC ANALYSIS OF THE COMPANY...................................................................................................33

ANSOFF’S MATRIX.................................................................................................................................33

PEST ANALYSIS.......................................................................................................................................34

SWOT Analysis.......................................................................................................................................35

BCG MATRIX..........................................................................................................................................36

Financial Highlights....................................................................................................................................39

Major Rewards & Recognition during the year FY2014.........................................................................42

Objective and Research Methodology.......................................................................................................43

RESEARCH METHODOLOGY...................................................................................................................45

Type of Research...............................................................................................................................46

OBSERVATIONS:-.......................................................................................................................................70

Limitations:-...............................................................................................................................................70

Findings:-...................................................................................................................................................71

Learning:-..................................................................................................................................................72

Recommendations:-..................................................................................................................................73

Conclusion:-...............................................................................................................................................74

History of Telecom Sector in India:-

India's telecommunication network is the second largest in the world based on the total number of telephone users (both fixed and mobile phone). It has one of the lowest call tariffs in the world enabled by the mega telephone networks and hyper-competition among them. It has the world's third-largest Internet user-base. According to the Internet And Mobile Association of India (IAMAI), the Internet user base in the country stood at 190 million at the end of June, 2013. Major sectors of the Indian telecommunication industry are telephony, internet and television broadc Industry in the country which is in an ongoing process of transforming into next generation network, employs an extensive system of modern network elements such as digital telephone exchanges, mobile switching centres, media gateways and signalling gateways at the core, interconnected by a wide variety of transmission systems using fibre-optics or Microwave radio relay networks. The access network, which connects the subscriber to the core, is highly diversified with different copper-pair, optic-fibre and wireless technologies. DTH, a relatively new broadcasting technology has attained significant popularity in the Television segment. The introduction of private FM has given a fillip to the radio broadcasting in India. Telecommunication in India has greatly been supported by the INSAT system of the country, one of the largest domestic satellite systems in the world. India possesses a diversified communications system, which links all parts of the country by telephone, Internet, radio, television and satellite

Introduction about Telecom Industry in India

India is the world’s second-largest telecommunications market, with 898.02 million subscribers as of March 2013. The sector's revenue grew by 13.4 per cent to reach US$ 64.1 billion in FY12. Wireless and wireline revenue increased at a compounded annual growth rate (CAGR) of 10.4 per cent to reach US$ 39.1 billion over FY06–13; revenues from the telecom equipment segment in FY12 stood at US$ 23.5 billion as compared to US$ 23.4 billion in FY11.

Availability of affordable smartphones and lower rates are expected to drive growth in the Indian telecom industry. The Government of India plans to cut license fees up to 33 per cent for operators that cover services for over 95 per cent of the residential areas in a calling circle. The issuance of several international and national long-distance licenses has created opportunities

and attracted new companies into the market. The government has also allowed foreign direct investment (FDI) of up to 74 per cent in basic and cellular, unified access, national/international long distance, and V-Sat services as well as public mobile radio trucked services. FDI of up to 100 per cent is permitted for infrastructure providers offering dark fiber, electronic mail and voice mail.

The mobile application (app) market is expected to expand at a CAGR of 70.4 per cent during 2012–15 and reach US$ 100 billion. The segment’s growth is expected to be driven by rising mobile connections and availability of low-range smartphones. Over 100 million apps are downloaded every month across different platforms such as iOS, Blackberry, Nokia, and Android.

TRAI:- TRAI (Telecommunication Regulatory Authority of India) was set up in 1997 by the government of India. The Telecommunication Regulatory Authority of India acts as an independent regulator of the business of telecommunications in the country. 

TRAI consists of a chairperson, 2 whole time members, and 2 part time members. The chairperson of Telecommunication Regulatory Authority of India is Sh. Rahul Kullar, the whole time members are Sh. A. K. Sawheny and Sh. R. N. Prabhakar, and the part time members are Dr. Rajiv Kumar and Prof. N. Balakrishnan. The mission of TRAI (Telecommunication Regulatory Authority of India) is to create and nurture such conditions that encourage the growth of the telecommunications sector in India so that the country can play an important role in the world telecommunications society. The main objective of TRAI is to form a transparent and fair policy environment that encourages fair competition.

TRAI (Telecommunication Regulatory Authority of India) issues huge numbers of directives, regulations, and orders that deal with various subjects such as interconnection, service quality, and tariff. The various powers and functions of TRAI (Telecommunication Regulatory Authority of India) are that the authority recommend the timing and need for the introduction of a service provider that is new, ensure successful inter- connection and technical compatibility between various service providers, and suggest the conditions and terms on which license would be provided to a service provider. Further the various powers and functions of TRAI are that the authority sees that conditions and terms that it has formulated are being followed, regulate the arrangements between the service providers in order to ensure that they share the revenue that are derived from supplying telecommunication services, and suggest license revocation when there is non- compliance of conditions and terms of the license. 

The various powers and functions of Telecommunication Regulatory Authority of India are that the authority promotes efficiency and encourage competition in the telecommunication operation services in order to encourage growth in the services, in the telecommunication services protect the consumers interest, and lay down the period of time for providing long distance and local telecommunication circuits between various different service providers. Also the various powers and functions of TRAI (Telecommunication Regulatory Authority of India) are make an inspection of the various equipments that are being used in the network, recommend the kind of equipments that the service providers must use, monitor the service quality, and also conduct survey periodically of the service that is being provided by the service providers. 

TRAI (Telecommunication Regulatory Authority of India) powers and functions includes settlement of disputes that arise between service providers, maintaining a register of the agreements that are interconnected, and give advice to the government at the center on subjects that are connected with the development of the telecommunication technology. Further the various functions and powers of TRAI are charge fees at rates that may be fixed by regulations, perform functions that the central government may entrust, and also carry out functions that are necessary according to the TRAI Act, 1997. 

TRAI (Telecommunication Regulatory Authority of India) has been set up by the government of India in order to ensure the growth of the telecommunications sector in the country. The Telecommunication Regulatory Authority of India thus should make all efforts to encourage the growth of the telecommunications sector in the country for this will ensure that the country will play an important role in the emerging world information society. 

DOT:- The telecom services have been recognized the world-over as an important tool for socio economic development for a nation and hence telecom infrastructure is treated as a crucial factor to realize the socio-economic objectives in India. Accordingly, the Department of Telecom has been formulating developmental policies for the accelerated growth of the telecommunication services. The Department is also responsible for grant of licenses for various telecom services like Unified Access Service Internet and VSAT service. The Department is also responsible for frequency management in the field of radio communication in close coordination with the international bodies. It also enforces wireless regulatory measures by monitoring wireless transmission of all users in the country.

 

Telecom Commission

 The Telecom Commission was set up by the Government of India vide Notification dated 11th April,

1989 with administrative and financial powers of the Government of India to deal with various

aspects of     Telecommunications. The Commission consists of a Chairman, four full time members,

who are ex-officio Secretary to the Government of India in the Department of Telecommunications

and four part time members who are the Secretaries to the Government of India of the concerned

Top Player In India:-The major players in the mobile phone service industry are enlisted as:

BSNL

The Bharat Sanchar Nigam Limited, country’s largest cellular service operator was set up in the year 2000. It is a state owned telecom company with its

headquarters located in New Delhi. BSNL is also the largest land line telephone.

establishment in India. As of April, 2011 87.1 million users have been reported to be BSNL users.

MTNL

Mahanagar Telephone Nigam Limited (MTNL) was set up in the year 1985, to run telecom operations in the major metro cities of India, Mumbai and Delhi. Its headquarters are based in Mumbai. MTNL was the first company in India to initiate 3G services in India, having the brand name of “MTNL 3G Jadoo Services” which provided options as Video call, Mobile TV, Mobile Broadband etc to the customers.

Airtel Also known as Bharti Airtel Limited was started in July 1995, with its head office based in New Delhi. Airtel runs its operations in as many as 19 countries across the world and is also ranked fifth as telecom service provider globally. As of April 2011, figures show that Airtel has over 164.61 million users which make it the biggest mobile service operator in India. Its service includes both 2G and 3G facilities.

Reliance Communications

Also known as RCOM was set up in 2004, with its head office in Navi

Mumbai. Reliance Communications as

of now has more than 128 million users all across the world.

Aircel Aircel was founded in 1999, with its head office in New Delhi. It is a joint enterprise between Maxis Communications and the Apollo Hospitals.

Vodafone

Vodafone Essar was founded in 1994 with its head office at Mumbai. Vodafone provides services to 23 telecom circles across India.

Tata DOCOMO The Tata Teleservices was founded in 1996, with its headquarters in Navi Mumbai.

Idea Cellular

Idea Cellular was started in 1995, with its head office in Mumbai. It also provides 3G services to its subscribers.

Virgin Mobile

Virgin Mobile started its services in India in 2008, March. It is a U.K. based company.

Uninor

This Company is a joint venture between Telenor Group and Unitech Group and was started in 2009.

VideoconVideocon Telecom,

formerly Videocon Mobile Services, is an Indian cellular service provider that offers GSM mobile services in India. The company is a subsidiary of Videocon Industries, and is headquartered at Gurgaon, Haryana. The company was known as Videocon Mobile Services, until it changed its logo and rebranded to Videocon Telecom on 19 September 2013. At its peak, Videocon held licenses to provide mobile services in 18 out of 22 telecom circles of India. However, Videocon launched commercial services only in 11 out of the 18 circles it held licenses in. Following the 2G spectrum scam, the Supreme Court cancelled 122 licenses issued by the Indian Government in 2008, including 21 licenses

belonging to Videocon. In the 2012 spectrum auction, Videocon won back licenses in 6 circles.

Loop Mobile:-

Loop Mobile, usually referred to as LOOP and formerly known as BPL Mobile, was an Indian mobile network operator. On 18 February 2014, Bharti Airtel announced that it had agreed to acquire Loop Mobile for 700 crore (US$120 million).

MTS:-

Sistema Shyam TeleServices Limited (SSTL), also known as Mobile TeleSystems and commonly referred to by the abbreviationMTS, is the Indian subdivision of Russian Mobile TeleSystems telecommunication company headquartered in New Delhi, India. It provides wireless voice, broadband Internet, messaging and data services in India.

“Think big, think fast, think ahead.

Ideas are no one’s monopoly.”

- Dhirubhai H. Ambani

About Late. Shri.Dhirubhai H. Ambani

Few men in history have made as dramatic a contribution to their country’s economic fortunes as did the founder of Reliance, Sh. Dhirubhai H Ambani. Fewer still have left behind a legacy that is more enduring and timeless. 

As with all great pioneers, there is more than one unique way of describing the true genius of Dhirubhai: the corporate visionary, the unmatched strategist, the proud patriot, the leader of men, the architect of India’s capital markets, the champion of shareholder interest.

But the role Dhirubhai cherished most was perhaps that of India’s greatest wealth creator. In one lifetime, he built, starting from the proverbial scratch, India’s largest private sector enterprise.

When Dhirubhai embarked on his first business venture, he had a seed capital of barely US$ 300 (around Rs 14,000). Over the next three and a half decades, he converted this fledgling

enterprise into a Rs 60,000 crore colossus—an achievement which earned Reliance a place on the global Fortune 500 list, the first ever Indian private company to do so.

Dhirubhai is widely regarded as the father of India’s capital markets. In 1977, when Reliance Textile Industries Limited first went public, the Indian stock market was a place patronised by a small club of elite investors which dabbled in a handful of stocks.

Undaunted, Dhirubhai managed to convince a large number of first-time retail investors to participate in the unfolding Reliance story and put their hard-earned money in the Reliance Textile IPO, promising them, in exchange for their trust, substantial return on their investments. It was to be the start of one of great stories of mutual respect and reciprocal gain in the Indian markets.

Under Dhirubhai’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.

Through out this amazing journey, Dhirubhai always kept the interests of the ordinary shareholder uppermost in mind, in the process making millionaires out of many of the initial investors in the Reliance stock, and creating one of the world’s largest shareholder families.

RE L I A N CE A NI L D H I R UBH AI A M B A N I G RO U P OF CO M P A N YS . (A D A)

Reliance Group, an offshoot of the Group founded by Shri Dhirubhai H Ambani (1932-2002), ranks among India’s top three private sectors business houses in terms of net worth. The group has business interests that range from telecommunications (Reliance Communications Limited) to financial services (Reliance

Capital Ltd) and the generation and distribution of power (Reliance Infrastructure Limited).

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

spanning the entire infocomm value chain.

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

Reliance Capital:- Reliance Capital is one of India’s leading and fastest growing

private sector financial services companies, and ranks among the top 3 private sector financial services and banking companies, in terms of net worth. The company has interests in asset management and mutual funds, life and general insurance, private equity and proprietary investments, stock broking and other activities in financial services

Reliance Energy:- .Reliance Energy Limited, incorporated in 1929, is a fully

integrated utility engaged in the generation, transmission and distribution of electricity. It ranks

among India’s top listed private companies on all major financial parameters, including assets,

sales, profits and market capitalization.

Reliance Health:- In a country where healthcare is fast becoming a booming

industry, Reliance Health is a focused healthcare services company enabling the provision

of solution to Indians, at affordable prices.Reliance Health aims at revolutionizing healthcare in

India by enabling a healthcare environment that is both affordable and accessable through

partnerships with government and private businesses.

Reliance Entertainment:- Reliance Anil Dhirubhai Ambani Group’s vision of

assuming a position of leadership in communications, media and entertainment, Reliance

Entertainment is geared to create a significant presence in businesses across various vectors of

content, services and platforms for distribution. Reliance Introduce Big TV (DTH)

service in the market. Reliance Entertainment has made an entry into the FM Radio having

won 45 stations in the recent bidding, BIG 92.7 FM is already India’s largest private FM radio

network with 12 radio stations across the country.

Reliance Communication:-“A dream come true”

The Late Dhirubhai Ambani dreamt of a digital India — an India where the common man would

have access to affordable means of information and communication. Dhirubhai, who single-

handedly built India’s largest private sector company virtually from scratch, had stated as early

as 1999: “Make the tools of information and communication available to people at an affordable

cost. They will overcome the handicaps of illiteracy and lack of mobility.” It was with this belief

in mind that Reliance Communications (formerly Reliance Infocomm) started laying 60,000

route kilometers of a pan-India fibre optic backbone. This backbone was commissioned on 28

December 2002, the auspicious occasion of Dhirubhai’s 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.

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

edge information and communication services affordable to all individual consumers and

businesses in India.”

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

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

India's knowledge workers to deliver their services globally.”

India’s leading integrated telecom company

Reliance Communications is the flagship company of the Anil Dhirubhai Ambani Group

(ADAG) of companies. Listed on the National Stock Exchange and the Bombay Stock

Exchange, it is India’s leading integrated telecommunication company with over 40 million

customers.

Our business encompasses a complete range of telecom services covering mobile and fixed line

telephony. It includes broadband, national and international long distance services and data

services along with an exhaustive range of value-added services and applications. Our constant

endeavour is to achieve customer delight by enhancing the productivity of the enterprises and

individuals we serve.

Reliance Mobile (formerly Reliance India Mobile), launched on 28 December 2002, coinciding

with the joyous occasion of the late Dhirubhai Ambani’s 70th birthday, was among the initial

initiatives of Reliance Communications. It marked the auspicious beginning of Dhirubhai’s

dream of ushering in a digital revolution in India. Today, we can proudly claim that we were

instrumental in harnessing the true power of information and communication, by bestowing it in

the hands of the common man at affordable rates.

COMPANY LOGO

ABOUT COLOUR

Reliance Blue Reliance Red

BLUE

Blue represents stability, confidence, optimism & above all integrity.

RED

Red represents energy, passion & determination.

Board of Directors

Mr. Anil D. Ambani - Chairman

Mr. Ramachandran

Mr.S.P. Talwar

Mr. Deepak Shourie

Mr. A.K.Purwar

Company Secretary & Manager

Mr. Hasit Shukla

Auditors

M/s. Chaturvedi & Shah

M/s. BSR & Co

Reliance work in this Frequency:-

Reliance

GSM (2G) CDMA 3G

1800 MHz 800 MHz Available in 11 circles

Data + Mobile

Mobile Data Card

Product Portfolio

CHART: 1

Fig: 1

Reliance uses C.D.M.A. ( Code Division Multiple Access ) technology for its wireless

communication service which is used for Mobile as well as Fixed line services. C.D.M.A. is

known for better voice quality and higher data throughput across the air interface at low

operating cost .

RELIANCE MOBILE

POSTPAID

FEATURES OF POSTPAID

a) 1 INDIA- Now call any phone, anywhere in India for just ONE RUPEE per min.

b) My Plans- Presenting a range of Postpaid plans designed to fit every lifestyle .So go ahead

get on to Local gossip , chat for hours on STD , get close to your group or jest get lost in new

horizon.

c) Joy Plans- Reliance Mobile postpaid is a joy to use. Our postpaid plans help you save on

costs. Take your pick from a wide choice of plans with economical tariff rates, according to your

use and budget.

d) On-net Talk time Pack- Get 1,000 minutes of FREE talk time. That’s right. Now, you can

enjoy the first 1,000 minutes of calling to all Reliance mobiles and fixed wireless phones and

terminals (FWP/T) in your circle, absolutely free!

e) Get Started Kit- Do not be tied down by a particular handset or phone number. Now set

yourself free with the new ‘Get started kit’ from Reliance Mobile.

f) Bill Payments- Introducing convenient bill payments. Now pay your bills directly from your

credit card or bank account, and save precious time.

g) INMARSAT- Save up to 70 per cent on calls to satellite phones. Reliance exclusively offers

its subscribers significant savings — up to 70 per cent depending on the type of terminal and the

location — for voice calls made to any Inmarsat number.

PREPAID

FEATURES OF PREPAID

a) Prepaid Tariffs- Choose the tariff plan that suits you needs.

b) E-Recharge- Now you can recharge your prepaid with any amount, from Rs.10 to

Rs.10,000. So don't let your budget stop you. Choose a recharge value that suits you and stay

mobile.

c) 1INDIA- Introducing 1 INDIA recharges options of 1 day, 1 week and 1 month validity.

d) Get Started Kit- Gone are the days when you were bound by a particular handset and a

certain phone number. You can now set yourself free with the new Get Started Kit from

Reliance Mobile.

e) Chat & Play - Now you can recharge your prepaid with any amount, from Rs.10 to

Rs.10,000. So don't let your budget stop you. Choose a recharge value that suits you and stay

mobile.

Reliance HELLO

Reliance landline:

FEATURES

A complimentary bouquet of features

a) Next-Gen caller ID: Reliance Landline displays the name and/or number of a waiting caller

while you are in the middle of a conversation. It allows you the flexibility to choose between

two calls or switch from one caller to another.

b) Mobile phone features: Now enjoy all the interactive benefits of a mobile phone. Store and

recall numbers from the phone book, check the history of missed / dialed / received calls.

What’s more, you can also use the history menu to make fresh calls.

c) Delayed hotline: You can program your Reliance Landline to automatically call a predefined

number by lifting the receiver and holding it for seven seconds.

d) Navigation keys: Using the navigation keys on Reliance Landline you can activate phone

features like delayed hotline, line locking, etc — now you need not remember complicated

feature codes and cumbersome procedures. You can also set your preferred ring tone, ringer

volume and LCD contrast.

e) Remote phone management: You can lock or unlock the STD/ ISD facility or hotline settings

on your Reliance Landline, remotely from anywhere, from any tone / DTMF phone.

Plus, you get host of other interesting features like speaker phone, 3-way conferencing, quick

dialing, and many more.

Fixed Wireless Phone

Benefits:

a) No wires attached

Get on the wireless connectivity bandwagon. And straight away become immune to cuts

in the cable, rains etc. Carry the set along with you when you move from one room to another or

when you shift your home/office.

Wireless Internet (Reliance Net connect)

The FWP has an in-built modem for high speed internet connectivity. Surfat speeds up to 115

kbps. What’s more, you do not need a separate ISP connection for operating the set.

Mobile Phone's Features

Enjoy all the features of a mobile phone: SMS, In-built caller line identification, voice mail, 99-

number phone book, speaker phone, a choice of many ringtones, etc.

City Mobility

You can use your FWP anywhere within your city and still receive and make calls, at no extra

cost.

FIXED WIRELESS TERMINAL(FWT)

Fixed terminal, limitless benefits

BENEFIT

Great Savings

Unbelievably low call rates. Substantial savings on ISD calls.

Zero Effective Rentals

Value of free calls almost equivalent to monthly plan charges.

Parallel Connection Facility

Two voice ports to connect two telephone instruments to be used as parallel connections.

No Wires Attached

Wireless connectivity-immune to cable cuts, rains etc. Carry it along when you shift your

home/office.

Wireless Internet (Reliance Net connect)

In-built modem for high speed Internet connectivity at speeds of upto 115 kbps. No separate ISP

connection required.

State-of-the-art features

Three-way Call Conferencing, Speed Dialing, Hotline, Call Restrict/Call Lock, Call Wait/Call

Hold, Call Divert, Alarm and Caller Line Identification enabled.

Department

CWG:- CWG stands for Corporate Wireless Group. They can handle or manage

the corporate clients for wireless products. In this group they can give customize

plan to the corporate they customize according to category wise.

A Category

Minimum turnover 500Cr.

Minimum employee 500

All Multi-National Companies (MNC)

B Category

Turnover minimum 100Cr and less than 500Cr.

C Category

Turnover less than 100Cr.

Plans are based on 3 components:-

COCP: - COCP stand for Company Own Company Paid in this component the

owner is company but user is employee. All bills are paid by the company.

EOEP: - EOEP stand for Employee Own Employee Paid in this component the

owner is employee and user is also employee. All bills are paid by the Employee.

EOCP: - EOCP stand for Employee Own Company Paid in this component the

owner is employee and user is also employee but bills are payable by company.

Department Structure

CWG Head

Key Account Managers Head

Key Account Managers

Sells Executive

STRATEGIC ANALYSIS OF THE COMPANY

ANSOFF’S MATRIXThe Ansoff product-market matrix helps to understand and assess business

development strategy. It has two dimensions, products and markets. Four different

growth strategies can be formulated and any business can choose which strategy to

employ, whether purely or as a mix. The strategies are

Market Penetration

Market Development

Product Development

Diversification

Reliance FWT PCOs can be categorized as product development. Product development

involves selling new products in existing markets.

MARKETPENETRATION

Penetrating the market for Product A, B, C, D wherever leadership is there.

PRODUCTDEVELOPMENT

Introduction of new Facilities, customer friendly Service, attractive Instruments etc.

MARKETDEVELOPMENT

Introducing the Product B, C, D in newer markets (New territorial region within the country)

DIVERSIFICATIONThe company may try providing consultancy for Telecom infrastructure Creation in developing countries in Middle East, South Asian regions.

Nepal, Bhutan, Bangladesh

Fixed Wire line Phones

TABLE: 1

PEST ANALYSIS

POLITICALPermission of FDI (100%)New Telecom Policy 1999Recommendations Of TRAI for growth in WLL phonesPolicy changes for public-private partnershipsUnified Access Licensing Scheme

ECONOMICALIndia’s Per Capita holds higher tele-density potentialIncreasing demand for telephonystrong association between service sector growth and telecom development

SOCIALHigh purchasing power of people.new sources of employmentwelfare enhancing consequencesimproved access in the fields of education, healthcare, governance

TECHNOLOGICAL growth of telecommunications infrastructureshortage of telephone lines and high telephone chargesLast Mile ConnectivityTechnological innovation in the form of CDMA and 3G.

TABLE: 2

The PEST analysis is a useful tool for understanding market growth or decline, and as such the position, potential and direction for a business. A PEST analysis is a business measurement tool. PEST is an acronym for Political, Economic, Social and Technological factors, which are used to assess the market for a business or organizational unit.

S W O T An a l ys is

Strengt

hs

• Huge wireless subscriber potential

• Fastest growing mobile market in the world

• Consumers are ready to pay for cutting edge services

• Government proposes to hike FDI limit in

Telecom to 74%

• Unified license regime

Weaknesse

s

• Lowest call tariffs in the world

• Market strongly regulated by Government body – Governing both ISP and Telecom sectors

• Too many authorities ruling the sector

• Huge potential for low end and cheap handsets

• Wide scale Consumer churn in Telecom and ISP

• Wide spread VAS deployment is restricted due to language and literacy problems

• Primarily a voice based market

Opportunitie

s

• To offer value added services on GSM, CDM

And IP

• Language independent services

• Mobile Marketing concepts

• Content influenced by local culture and Global success stories

• M-Commerce

• Unified messaging platforms

• Foreign investment in form of equity or technology

Threat

s

• Low cost service providers – no possibility of breaking even in short term

• Weak IPR protection

• Software and digital content Piracy

• Political instability

• Regulatory interfe

ANALYSIS OF COMPETITIVE POSITION

BCG MATRIX

BCG matrix is based on the product life cycle theory that is used to explain how different

products should be prioritized in a company’s portfolio. It has two dimensions: market

share and market growth. The two dimensions are used to create a quadrant matrix in

which all the products in a company’s product portfolio are categorized into the four

categories. This analysis helps avoid a strategy mistake made frequently that is of

measuring the performance of different products on the basis of a single criteria e.g.

generic growth rate. This framework assumes that an increase in relative market share

will result in an increase in generation of cash.

STARS

These are high growth products which have a large market share in fast growing

industries. In case of reliance Communications its FWT services can be called stars

since they have a share of 21% of the market and are growing at the rate of 9%. This

service contributes 18% of total revenues and justifiably accounts for a large percentage

of total investment. Continuous investments should be undertaken by the company to

expand market share of WLL services because this could lead to them becoming cash

cows for the company in the future.

CASH COWS

These are the products which are leaders in markets which are slow growing but the company

has a large share of the market. As a result these products generate large amounts of cash and

profits but because of the slow rate of growth of the market investments in these products

should be kept low. These products are the foundation for a company and provide the cash

required to turn question marks into market leaders. In context of Reliance its cellular services

are growing at 4% p.a., are the cash cow which form the foundation of the company.

DOGS

These are the products in which the company has a small share in a slow growing market. As a

result their contribution to overall revenues is limited and they can turn into cash traps because

of money tied up in a business which has limited potential. Therefore the company should be

beware of expensive turnaround plans and should try to divest in these products. In case of

reliance its fixed line services can be called the dog for the company.

QUESTION MARKS

These are the products that are growing rapidly and thus consume large amounts of cash, but

because they have a low market share they don’t generate much cash. But if proactive

measures are not undertaken to increase the market share they degenerate into dogs after

years of cash consumption. Therefore the company should aim at either investing heavily to

increase market share or sell off to generate whatever cash it can. In case of Reliance there are

STAR

Fixed Wireless phoneFixed Wireless Terminal Phone

QUESTION MARK

PCOsISP and Broadband ServicesGSM cellular service.

CASH COWS

Cellular ServicesReliance India CardRecharge Coupons

DOGS

Fixed Wire line Phones

a number of products which can be put into this category for example ISPs and LPCs and WLL

PCOs.

A major limitation of this model is that it assumes market growth rate to be the only factor of

industry attractiveness and relative market share to be the only indicator of competitive

advantage. Therefore it ignores the strategy where a business might use a “dog” to gain a

competitive advantage in other business units.

TABLE: 3

Financial Highlights

Summarized Consolidated Statement of Operations

Summarized Statement of Operations by Segment

India Operations

Global Operations

Summarized Consolidated Balance Sheet

Key Performance Indicators

(Source: All financial data is taken from Reliance Quarterly Report on the Financial Results for the Quarter ended March 31, 2014)

Major Rewards & Recognition during the year FY2014

Nasscom DSCI Excellence Award - RCOM won this prestigious award for security in telecom sector for its innovative IT Security and Privacy efforts which focuses on robust risk management and compliance.

IT EDGE Award - RCOM is the only Telco to receive this year for IT, given by UBM. It is awarded for our Innovative and Agile IT processes setup using TM forum standards, benchmarked in International arena.

IT Transformers Award by EMC - Awarded for Enterprise Storage Management innovative Solution which enables RCOM to virtualize the exponential storage requirements for Tier 1 applications through optimization and effective solution engineering of Storage, at the same time improving the SLAs for its businesses.

Amdocs Innovation Award - RCOM set the industry benchmark in customer experience, enhanced Customer loyalty and reduced Customer churn, increased productivity by decreasing the average handling time. Reliance Group wide information security strategy and deployment: for a Second year in a row

The “INFOSEC Maestros” Award - RCOM won this annual industry award for deploying the anti-DDOS Solution (Distributed Denial of Services) for real time protection from DDOS attacks.

The “Top 100 CISO” Award - RCOM won this prestigious award for security in Telecom sector for 'Automation of User Access Management', an innovative IT Security and Data Protection solution focusing on robust Risk Management and Compliance.

Objective and Research

Methodology

Main O b j e c t i v es

1. To get a practical Corporate Exposure.

2. To study the company products, and services solutions offered by Reliance

Communications in Enterprise Sector.

3. To understand the telecom terms, working, designations, strategies, teams used in company.

4. To interact with Reliance Communications’ corporate customers and competitors customer over the phone.

5. Making client visits with industry guide.

6. Business process learning

7. Gathering information from corporate customers like Plan details, number of connections, authorized person name and contact details this information for voice and data. This information gathering also included any suggestions or feedback they liked to give regarding the Reliance Communications service and other service provider are using that..

8. Understanding the importance of service.

9. Working towards increasing customer satisfaction.

10. To proceed with 1-2-1 interaction with more corporates.

11. To know and help the company improve company’s products and services in the following aspects:

• Plan Details

• Factors

• Interested,

• Authorized person Details

R E S E AR C H MET HO D O L OG Y

Research Objective

The study is titled “Study of Market Potential for Telecom Service Provider in Corporates, Pune Region”. The research is aimed to know about the uses of telecom product – Voice & Data (wireless) by enterprises in Hinjewadi, Baner, Wagholi, Sanswadi and Tathawade region of Pune.

Objective of the Project

Business Development for Reliance communication. To retain the existing customers

Scope of the Project

The target will be to understand the requirement of various companies through the medium of questionnaire.

The aim will be to make the companies switch to Reliance communication with better facilities.

Type of Research

Primary Research

Primary Research consists of a collection original primary data collected by researcher. It is often undertaken after the researcher has gained some insight into the issue by reviewing secondary research or by analyzing previously collected primary data.

Research Design

Exploratory Research

Exploratory research is research conducted for a problem that is not clearly defined. When the purpose of research is to gain familiarity with a phenomenon or acquire new insight into it in order to formulate a more precise problem or develop hypothesis, the exploratory studies (also known as formulative research) come in handy. If the theory happens to be too general or too specific, a hypothesis cannot be formulated. Therefore a need for exploratory research is felt to gain experience that will be helpful in formulating relevant hypothesis for more definite investigation.

Data Collection

Survey Method

Data are usually collected through the use of questionnaires. The data is collected by mean of simple survey done in the Corporate Customers

Method & Tools Adopted for Analysis

Personal Interviews

Personal interviews are highly susceptible to inadvertent “signaling” to the respondent. The cumulative effect of several facial expressions is likely to be felt. By the use of this method the facial expressions tell about how a customer feels about the product, and his knowledge about the product in the scheme.

This will let us know following:- The reason could be known that why a product is not liked and what are

shortcomings in the product? The preference for the product of the customer? Who are the loyal customers?

Projective Techniques

Projective techniques are used when a consumer may feel embarrassed to admit to certain opinions, feelings, or preferences. It has been found that in such cases, people will tend to respond more openly about “someone else.” Thus, we may ask them to explain reasons why others not buying the product, or why other customers are not willing to take advantage of the scheme, or what changes they want should be there for their convenience.

Time Taken

14th May 2014 - 14th June 2014

Sample Size

A Sample of 120 companies was collected for study.

Data Interpretation

Over All Dominating Players

Voice

Area

OperatorsHinjewadi

Wagholi

Sanaswadi

Tathawade Banner

Reliance 4 1 6 2 5Vodafone 23 8 4 7 4Airtel 5 3 7 1 1Tata Docomo 2 2 1 0 0Idea 13 8 10 4 4

Hinjewadi Wagholi Sanaswadi Tathawade Baner0

5

10

15

20

25

Over All Dominating Players in Voice

Reliance Vodafone Airtel Tata Docomo Idea

Vodafone is dominant telecom service provider in Hinjewadi, Wagholi & Tatahwade, while Idea and Reliance is leaders in Sanaswadi & Baner respectively.

Data card

Overall Dominating Players in Data cardArea

OperatorsHinjawadi

Wagholi

Sanaswadi

Tathawade

Banner

Reliance 18 3 5 4 6Vodafone 6 1 3 0 1Tata Photon 12 6 5 2 3Idea 3 2 4 3 1Tata Docomo 0 4 1 2 5Broad Band Connection 3 7 6 3 1Airtel 3 0 0 0 0

Hinjewadi Wagholi Sanaswadi Tathawade Baner0

2

4

6

8

10

12

14

16

18

20

Overall Dominating Players in Data card

Reliance Vodafone Tata Photon IdeaTata Docomo Broad Band Connection Airtel

Reliance is market leader in data card service provider in Hinjewadi and Tathawade and Baner but in Wagholi and Sanaswadi have mostly Broad band connection respectively. That’s means Reliance is not good in manufacturing sectors.

Area Wise Dominating Players

Hinjawadi Area

Voice

According to pie- chart In the Hinjewadi area Vodafone lead by 50%, Airtel is 28% but Reliance

Is only 7% shares in voice category.

Reliance7%

Vodafone50%

Idea11%

Airtel28%

Tata Docomo4%

No. of companies

Operator No. of CompaniesReliance 3Vodafone 23Airtel 5Idea 13Tata Docomo 2

Data Card

Operators No of CompaniesReliance 18Vodafone 6Tata Photon 12Broad Band Connection 3Airtel 3Idea 3.

Reliance40%

Vodafone13%

Tata Photon27%

Broad Band Connecation7%

Airtel7% Idea

7%

No. Of Users

So in this Pie chart we can see Reliance is in first position and captured 40% market share of Hinjawadi area. And Tata photon is number second with 27% of market share. After Vodafone take 13% of total market and rest of Idea and Airtel take 7%. And 6% .

Baner

Voice

Operators No. Of Companies

Reliance 5

Vodafone 4

Airtel 1

Idea 4

Reliance36%

Vodafone29%

Idea7%

Airtel29%

No .of Users

In this chart Reliance takes first position with 36%. And after Airtel takes 29% of market share and Vodafone takes 28%. And Idea has 7% of market share in Baner IT hub.

Data Card

Operates No. Of CompaniesReliance 6Vodafone 1Idea 1Tata Photon 3Tata Docomo 5Broad Band Connection 1

Reliance35%

Vodafone6%Idea

6%Tata Photon

18%

Tata Docomo29%

Broad Band Connecation6%

No .of Users

Reliance takes first position with 35%. And after Tata Docomo takes 25% of market share and Tata Photon takes 18%. And Idea has 6% of Banner market share. And Vodafone and Brad Band connection are capturing equal market share.

Tathawade

Voice

Operators No, Of CompaniesReliance 2Vodafone 7Idea 4Airtel 1

Reliance14%

Vodafone50%

Idea29%

Airtel7%

No of Companies use

As per Pie chart we can identified that Vodafone is capture 50% of markets share and after rest of 50% capture by Idea, Reliance and Airtel. So according to our survey Vodafone is the market leader in Tathwade manufacturing area.

Data Card

Operators No. Of companiesReliance 4Tata Docomo 2Idea 3Tata Photon 2Broad Band Connection 3

In data cards Reliance is a market leader in Tathwade with 29% shares. After Reliance Idea capture 22% of market share. Broad band connections are very high in this area. Rest of 14% is capture by Tata Docomo and Tata photon respectively.

Reliance29%

Tata Docomo14%

Idea21%

Tata Photon14%

Broad Band Connection

21%

No. Of companies

Wagholi

Voice

Operators No. of CompaniesReliance 1Vodafone 8Idea 8Tata Docomo 2Airtel 3

As per pie char in Wagholi area Vodafone and Idea capture same number of market share 38%. and Airtel comes in second position with 14% and Reliance has only 5% of total market shares. and Tata Docomo has 10% of market share in Wagholi.

Reliance5%

Vodafone36%

Idea36%

Tata Docomo9%

Airtel14%

No. Of Users

Data Card

Operators No. of CompaniesReliance 3Vodafone 1Tata Photon 6Idea 2Tata Docomo 4Broad Band Connection 7

In data card market leader in Wagholi out of 100% market share Broad Band connection captured 31% and then after 26% Tata photon, 17% capture by Tata Docomo. Reliance has 13% market share, Idea and Vodafone has 9% and 4% market shares respectively.

Reliance13% Vodafone

4%

Tata Photon26%

Idea9%Tata Docomo

17%

Broad Band Connection

30%

No. of Users

Sanaswadi

Voice

Operators No. of CompaniesReliance 6Vodafone 4Idea 10Airtel 7Tata Docomo 1

In this area the market leader is Idea. Idea has 36% of total market share. And then after Airtel has 25%.after that Reliance has 21% and Vodafone takes 14%. So rest 4% has taken by Tata Docomo.

Reliance21%

Vodafone14%

Idea36%

Airtel25%

Tata Docomo4%

No Of users

Data Card

Operators No. of CompaniesReliance 5Vodafone 3Idea 5Broad Band 7Tata Photon 5Tata Docomo 1

In Sanaswadi area most of the companies are using Broad Band connection. Then after Idea,Reliance and Tata Photon has equal market share 19%. And Vodafone has 12%. Tata Docomo has equal 4% of market share Major Competitor of Reliance in this area is Idea and Tata Photon.

Reliance19%

Vodafone12%

Idea19%

Tata Photon19%

Tata Docomo4%

Broad Band27%

No . Of Users

Sector Wise & Over All Dominating Players

Over All Dominating Players

Voice

IT Manufacturing Services0

5

10

15

20

25

Overall Dominating Players in Voice(Sector Wise)

Reliance Vodafone Idea Tata Docomo Airtel

Overall Dominating Players in Voice(Sector Wise)

IT Manufacturing Services

Reliance 9 8 2

Vodafone 20 13 13

Idea 13 19 9

Tata Docomo 1 2 2

Airtel 3 7 6

Sector Wise Dominating Players

Voice

In IT sector Vodafone is market leader and Idea in second position and then after Reliance with 20%. And Rest of Airtel with 7% market share. And Tata Docomo has 2% of market share.

Reliance20%

Vodafone43%

Idea28%

Tata Docomo2%

Airtel7%

IT

In manufacturing sector market leader is Idea with 39%. And Vodafone has 27% of market share. Then after Reliance has 16% of market share. And Airtel comes in fourth position with 16% of market share and Tata Docomo comes with 4% of market share.

Reliance6%

Vodafone41%

Idea28%

Tata Docomo6%

Airtel19%

Services

In services sector Vodafone is market leader with 41% market shares and then Idea has 28% market share of service sector. Then after 19% market share has captured by Airtel. And Reliance has 6%. Rest of 6% has captured be Tata Docomo.

All Over Dominating Players

Reliance16%

Vodafone27%

Idea39%

Tata Docomo4%

Airtel14%

Manufacturing

Data Card

Sector Wise Dominating Players in Data Card

IT Manufacturing ServicesReliance 21 6 6Vodafone 2 3 0Tata Photon 11 10 5Idea 3 7 4Tata Docomo 6 4 3Lan/others 3 8 8Airtel 1 2 0

IT Manufacturing Services0

5

10

15

20

25

Sector Wise Dominating Players in Data Card

Reliance Vodafone Tata Photon IdeaTata Docomo Lan/others Airtel

For data card Overall dominating players is Reliance for IT, Tata photon for Manufacturing, Brad Band connection for Services and in Pharma Tata photon is the dominating players.

Sector Wise Dominating Players

Data Card

Dominating player in IT sector Reliance has captured 45% of market share and rests of 57% are like this. 24% Tata photon, and 13% Tata Docomo, as we see Idea and Broad Band connection both has 6%. And Airtel has rest of 2%.

Tata Photon is the market leader in manufacturing sector with 25% of market shares, Idea hold second position with 18% market shares and Reliance hold third position with 15% of market shares.

Reliance45%

Vodafone4%

Tata Photon23%

Idea6%

Tata Docomo13%

Lan/others6%

Airtel2%

IT

Reliance15%

Vodafone8%

Tata Photon25%

Idea18%

Tata Docomo10%

Lan/others20%

Airtel5%

Manufacturing

Reliance23%

Tata Photon19%

Idea15%

Tata Docomo12%

Lan/others31%

Services

I find most of the companies using broad band connection in service sectors. If we consider Data card than Reliance is the market leader with 23% shares. Than Tata Photon hold second position with 19% shares and Idea has third position with 15% of total market shares.

Factors while selecting any operator…..

Categories Company are basically focus on network or services. 48% respondents are give preference to network.

13%

48%

39%

A cat.Price Network Service and After Sales Service

36%

40%

24%

B Cat.Price Network Service and After Sales Service

OBSERVATIONS:-

Strong scheme for postpaid plans. The schemes of Reliance are better in comparison to others. Reliance CDMA has wider network reach. Better internet plans compare to others. Better roaming plans. Reliance Communication have strong customer segment in corporates. Lacking in promotional activity. Billing problem

Other competitor’s know what their customers need and they provide them accordingly.

After sales service is not so good for Reliance Communication.

Limitations:-

Lack of Universal application: - since the study had been conducted only in a selected region and only in corporate consumers, the applicability of the study in different region and consumer product are restricted.

Business of the Respondents: - Walk in respondent were busy with their schedule and hesitate to corporate with the researcher and because of their rushing to home or office, they had completed the questionnaire quickly which may yield some inherent errors.

Findings:-

Quality of the service provided plays an important role in keeping the existing customers and to bring new customers.

In most of the organization, internet plays an important role in the day to day activities.

Most of the organization prefers broadband connection over other type of connection because of speed and other compatibility of service.

A number of organizations Preferred Vodafone because of the quality of service provided and also for the network they provide for voice.

Many customers have rated the speed of the data transmission is very good. Some customers had complaints regarding the network of Reliance Communication.

After sales service plays essential part of customer satisfaction.

Reliance Communication has good response from corporate in data cards CDMA service.

Learning:-

Doing a great opportunity to practically understand and experiencing the marketing field. I express my deep sense of gratitude to Reliance Communication for giving me this opportunity and for providing platform to undergo training and get the valuable knowledge of telecom industry.

As Reliance Communication is a telecom company the project was totally a marketing project hence it helped me to practically understand the

telecommunication services. The company helped to understand various schemes. The company also helped me to understand every step of their competitors

in the market. During the survey it is observed that the real problem faced by the

customers. Meeting different people in various segment, interviewing with corporate

and actual user helped me to learn the basics of the telecom industry. During the survey I came to know the real competition between the major

players of telecom industry. It helped me to understand the future of telecom industry with its opportunity and threats.

Recommendations:-

The company should improve its connectivity problem as early as possible because of the stiff competition it is facing in the market. Reliance communication is at 3rd position that I analyzed after doing my survey of corporate sector.

Company should focus on resolving the billing related issues with speedy coordination with corporates.

Should focus on online payment for corporates and also for individual customers as this would lead to satisfaction within consumers.

The company should strive hard to keep its after sales services best as now the customer have increased largely.

Should focus on regular activities in corporate in order to understand the pain areas of the actual users.

Conclusion:-

The study investigates the major reasons behind the cancellation of services by the customers. The major findings are:-

The customers are dissatisfied with service provider because of the poor after sales services, network issues

The main reasons for cancellation of the services were:-coverage problem, customer’s service, billing complaints shows the negative impression to the company.

Idea and Airtel etc. are the major competitors of Reliance Communication and they are providing the quality services which Reliance is lacking to provide and these services are the major needs of the Corporates. This will give an insight into the customer problems, they have to settle at the earliest, which will help to expand its market and improve the image.

ANNEXURE

BIBLI OG R A P HY

Websites:

• Reliance Communications:http://www.rcom.co.in

• TRAI - Telecom Regulatory Authority of India:http://www.trai.gov.in

• DoT – Department of Telecom:http://www.dot.gov.in/

Internal Sources:

• Company Resources• A generic customer feedback form