PROJECT REPORT ON

“DESIGING AN INTEGRATED MARKETING COMMUNICATION FOR

RELIANCE 3G”

Submitted to:

DR. SHRADDHA SHIVANI

DEPARTMENT OF MANAGEMENT

BIRLA INSTITUTE OF TECHNOLOGY, MESRA

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SUBMITTED BY-

1. DAYANAND KUMAR MBA/1034/2010

2. MD. SHAKEEL KHAN MBA/1039/2010

3. DEEPIKA GHOSH MBA /1094/2010

4. MANJU KUMARI MBA/1111/2010

5. RAJU GUPTA MBA/1014/2010

6. VICKY GUPTA MBA/1048/2010

7. RISHIKESH SINHA MBA/1056/2010

8. SHEETAL PRABHA MBA/1063/2010

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ACKNOWLEDGEMENT

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

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

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

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

Thanking you,

The Research Team

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INDEX

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

PROJECT7

1.2 ABOUT IMC 81.3 ABOUT THE

COMPANY9

1.4 ABOUT 3G 102. SITUATIONAL

ANALYSIS13

2.1 SWOT ANALYSIS OF RELIANCE 3G

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2.2 ADVERTISEMENT OF RELIANCE 3G

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2.3 FEATURES OF RELIANCE 3G COMPETITORS

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3.1 MARKETING OBJECTIVES

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3.2 IMC OBJECTIVES 183.3 TARGET GROUP 184 BUDGETING 194.1 METHOD OF

BUDGETING USED20

4.2 IMC TOOLS USED 204.3 MEDIA PLANNING 215 MESSAGE DESIGN 266 REFERENCES 31

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DESIGNING AN INTEGERATED MARKETING COMMUNICATION

FOR RELIANCE 3G

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1.INTRODUCTION

1.1 ABOUT THE PROJECT6

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

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

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

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

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

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

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

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1.2 ABOUT INTEGRATED MARKETING COMMUNICATION:

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

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1.3 ABOUT THE COMPANY

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

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

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

Reliance Communications

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Personal Business

Enterprise Business

Infrastructure Business

Global BusinessIntegrated play covering the entire telecom value chain

1.4 WHAT IS 3G?

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

3G networks offers more data download speeds

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

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

3G entry in India

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

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Assam

West BengalKolkata

Orissa

Bihar

MP

Rajasthan

Punjab Himachal Pradesh

J & K

Mumbai

Delhi

3G Network Map

3G SERVICES

Mobile broadband

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

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

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

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

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Mobile TV

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

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

Video call

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

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

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

R World

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

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

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2.SITUATIONAL ANALYSIS

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2.1 SWOT ANALYSIS OF RELIANCE 3G

STRENGTH

Good brand image of Reliance

Strong customer base of 2G in Ranchi

High speed mobile broadband upto 32 mbps

Unique VAS features

WEAKNESS

Network problem in some areas of Ranchi

Poor customer care service

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

Tariff charges of BSNL is more economical than Reliance 3G

OPPORTUNITY

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

Can increase market share and customer loyality in Ranchi

Customer gives preference to GSM over CDMA

THREAT

BSNL 3G tariffs charges is less than Reliance 3G

Threat from new entrants like Aircel & Airtel

Market demand is not as per expectation

3G handsets are expensive than ordinary handsets

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2.2 ADVERTISEMENT OF RELIANCE 3G

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2.3COMPETITORS FEATURES OF RELIANCE 3G

BSNL

Highest customer base of 3G in Ranchi.

Cheapest tariff rates of 3G in videocalling.

Low 3G activation charges.

Launched cheap 3G handsets bundle offer.

AIRTEL

Congestion free 3G Network.

Good network Coverage .

High quality video calling.

Other features:-

Video talkies

App central

ADVERTISEMENTS OF BSNL 3G

ADVERTISEMENTS OF AIRTEL 3G

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3.1 MARKETING OBJECTIVE

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

3.2 IMC OBJECTIVE

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

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

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

To create awareness amongst customers and retailers, distributors about features and uses of Reliance 3G services.

3.3 TARGET GROUP Customers of middle & upper middle class having income above 1.5

lacs annually.

Customers of age group from 16 to 45 years

Official persons of PSUs in Ranchi like SAIL, CMPDI, and CCL.

Working professionals in Ranchi like Usha Martin, Jindal, Abhijeet group etc.

Retailers and distributors

Present customers of Reliance 2G.

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4. BUDGETING

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

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

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

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

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

4.1 Method of Budgeting used by us:-

Task & Objective Method

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

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

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

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4.2 IMC TOOLS USED

Advertising:

a. Print Media

b. FM Radio

c. Hoarding

Sales Promotion

Personal Selling

Telemarketing

Media plan period: 2 Months

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4.3 MEDIA PLANNING

PRINT MEDIA-

Target Audience:

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

Service class people.

Newspapers

English daily- Hindustan times & times of India

Hindi daily- Prabhat khabar & Dainik bhaskar

Frequency:

Hindustan times & Prabhat khabar-

Two times a week including Sunday for one month

one time a week for next one month

Times of India & Dainik Bhaskar-

One time a week on alternate day

Rates of Hindi & English daily-

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

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

Reach-

Prabhat khabar- Hindustan times-

Times of India- Dainik bhaskar-

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

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Expected budget on Print media-

Hindi dailies- 18 lacs (approx)

English daily- 17 lacs (approx)

Total print media budget-35 lacs

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FM RADIO

Target audience

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

Radio Station

Big 92.7 FM

Duration of ad: 1 minute approx

Frequency

First month:-10 times a day

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

Second month: - 6 ads a day

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

Structure &Cost

Prime Time

7 am-11 am & 5 pm-9 pm

Cost: Rs 370/10 sec

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

Cost: Rs 320/10 sec

Budget in FM Radio

11 lacs (approx)

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HOARDINGS

Places

Lalpur (20 X 20 sq ft),

Firayalal chowk (40 X 20 sq ft),

Church Complex (40 X 20 sq ft),

Over bridge Main road (20 X 20 sq ft),

Hinoo (25 X 30 sq ft)

Total expenditure: 11 lacs

PERSONAL SELLING

Target audience:

Retailers & distributors

Mode:

Pamphlets & Booklets

Total expenditure:

2 lacs

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SALES PROMOTION

Target audience:

New Customers, Existing customer& Prospects

Duration:

Festive seasons like Durga Puja, Dipawali, and eid

Mode:

Bundle offers, discount offers & other offers

Distribution of free 3G sim cards, gifts &VAS Services

Total expenditure: 20 lacs

TELEMARKETING

Through calls and messages informing the existing customers about the various offers.

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5.MESSAGE DESIGN

ADVETISEMENT FOR PRINT MEDIA

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HOARDING DESIGN

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ADVERTISEMENT FOR FM RADIO

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PAMPHLET DESI GN( FOR RETAILERS, SALES PROMOTION)

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REFERNCES

Big 92.7 FM (Operation head)

ReleaseMyad.com (Customer care)

Ad Ideas

Hotel Amar building

Line tank road, Firayalal Chowk

Dainik Bhaskar Office (Press Representative)

Times Of India Office (Press Representative)

Integrated Advertising Promotion, and Marketing Communication, by Clow Baack

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