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Transcript of Reliance Communication Strv Now(2)
DECLARATION BY THE CANDIDATE
I the undersigned solemnly declare that the report of the summer training work entitled
A STUDY ON PERFORMANCE APPRAISAL &IMPROVEMENT OF STRATEGY OF RELIANCE TELECOM COMPANY IN
RAIPUR CITY is based on my own work carried out during the course of my study under the supervision of Mr.
ALOK DANGI at RELIANCE COMMUNICATION in Raipur.
I assert that the statements made and conclusions drawn are an outcome of my research work. I
further declare that to the best of my knowledge and belief the report does not contain any part of any work
which has been submitted for the award of MBA degree or any other degree/diploma/certificate in this
University or any other University of India or abroad.
_______________________(Signature of the Candidate) AJAY DEEP SHENDE Enrollment No: AE2569 Rollno.:5353609001
1
ACKNOWLEDGEMENT
I wish to acknowledge my specific indebtness to director “Sri Sankracharya institute of technology &
management”, who made this opportunity to perform summer training as a part of MBA degree Course.
I wish to extend my Sincere Gratitude towards “Mr. Alok dangi(Reliance Communications,Raipur) for
accepting me as a summer trainee and assigning this project to me.
I am extremely grateful to Mr. Deepak thakur for their valuable guidance and best possible help during
course of study.
I am deeply grateful to my parent’s who have given me every help and moral support and their constant
advice which enabled me to pursue my academic aim.
Thanks to other summer trainees for their co-operation and suggestions through out this project.
2
TABLE OF CONTENTS
Declaration by the StudentAcknowledgments
Page no. 1. Chapter 1:
Company Profile 4-7
2. Chapter 2: Details about the company such as History 8-15 Products 16-21
Markets financial status 22-23
Operations & Notable awards: 24-25
3. Chapter 3: Relation of the work done me with theory. 26-27
4. Chapter 4: Main issue worked upon by me 28-31
5. Chapter 5: Significant learning underwent during the training 32-37
Finding of the study: 38
Retailers finding: 39 Learning of the study: 40
SWOT Analysis of Reliance communication LTD: 41Suggestions : 42-43Conclusion: 44
References 45Appendices
Questionnaire used (if any) 46-47 LETTER OF THANKS 48
3
Chapter 1:
Company Profile:
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 kilometres 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 wireline) 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 revolutionising the way India communicates and networks, truly
bringing about a new way of life.
4
FOUNDER
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.
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.
5
CHAIRMAN OF RELIANCE COMMUNICATION
Born: June 4, 1959
Achievement: Chairman of Anil Dhirubhai Ambani Group Chosen as the 'CEO of the Year 2004' in the
Platts Global Energy Awards and MTV Youth Icon of the Year' in September 2003 Anil Ambani is one of
the foremost entrepreneurs of Independent India. He is the Chairman of Anil Dhirubhai Ambani Group.
Earlier, before the split in the Reliance Group, Anil Ambani held the post of Vice Chairman and Managing
Director in Reliance Industries Limited(RIL). Born on June 4, 1959, Anil Ambani did his Bachelors in
Science from the University of Bombay and Masters in Business Administration The Wharton School at the
University of Pennsylvania. Anil Ambani joined Reliance in 1983 as Co-Chief Executive Officer. He
pioneered India Inc's forays into overseas capital markets with international public offerings of global
depository receipts, convertibles and bonds. Starting from 1991, he led Reliance in its efforts to raise, around
US$2 billion from overseas financial markets. In January 1997, the 100-year Yankee ond issue was launched
under his stewardship.After the split in Reliance Group, Anil Ambani founded Anil Dhirubhai Ambani
Group. He is the Chairman of all listed Group companies, which include: Reliance Communications,
Reliance Capital, Reliance Energy and Reliance atural Resources Limited. Anil Ambai was elected as an
independent member Rajya Sabha MP in June 2004. But he resigned voluntarily on March 25, 2006.Anil
Ambani has won several awards and honours. Major among these include: 'CEO of the Year 2004' in the
Platts Global Energy Awards, 'MTV Youth Icon of the Year' in September 2003, 'The Entrepreneur of the
Decade Award' by the Bombay Management Association, and 'Businessman of the Year Award' by leading
Business Magazine, Business India in 1997.
6
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.”
VALUES:
We will put customer first at all times, and built long term relationship with them.
We shall believe interpretation and keep every commitment that we make.
We will operate with honesty and integrity interpretation all our dealings.
We treat every individual with dignity and respect.
We will approach every endeavor with zeal & an attitude towards excellence.
7
Chapter 2:
History of Reliance Communications Limited:
The Company has a customer base of 105 million including over 2.5 million individual overseas retail
customers. It ranks among the Top 5 Telecom companies in the world by number of customers in a single
country. Reliance Communications corporate clientele includes 2,100 Indian and multinational corporations,
and over 800 global, regional and domestic carriers. A pan-India, next generation, integrated (wireless and
wireline), convergent (voice, data and video) digital network that is capable of supporting services spanning
the entire communications value chain,covering over 24,000 towns and 600,000 villages has been established
by Reliance Communications. Reliance Communications owns and operates the next generation IP enabled
connectivity infrastructure comprising over 190,000 kilometers of fiber optic cable systems in India, USA,
Europe, Middle East and the Asia Pacific region.
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 71 million customers. Its 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. It constantly endeavours to achieve customer delight by enhancing the productivity of the
enterprises and individuals they 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
8
Communications. It marked the auspicious beginning of Dhirubhai’s dream of ushering in a digital
revolution in India.
Reliance Communications Limited Type: Public BSE: 532712
Industry: Telecommunications
Founded: 2004
Founder(s): Dhirubhai Ambani
Headquarters: Navi Mumbai, Maharashtra, India
Area served: India
Key people: Anil Ambani (chairman) Satish Seth (MD)
Products:
1. Wireless
2.Telephone
3.Internet
4.Television
5.Data Cards
6.Recharge Vouchers
7.VC
Revenue: 22,948 crore (US$5.16 billion) (2009)
Operating income: 9,305 crore (US$2.09 billion) (2009)
Net income: 6,045 crore (US$1.36 billion) (2009)
Total assets: 102,207 crore (US$23 billion) (2009)
Total equity: 1,032 crore (US$232.2 million) (2009)
Employees: 31,884 (2009)
Parent: Reliance Anil Dhirubhai Ambani Group
Subsidiaries: Reliance Telecom Limited,Reliance Globalcom Limited,Reliance Tech Services
Reliance Communications Infrastructure Limited (RCIL), Reliance Big TV Limited
Reliance Infratel Limited
Website: http://www.rcom.co.in
9
Offices: Ahmedabad, Bangalore, Bhopal, Chandigarh,Chennai, Hyderabad, Jaipur, Kochi, Kolkata,
Lucknow, Mumbai, New Delhi, Patna & Pune.
BOARD OF DIRECTORS
Shri Anil D. Ambani - Chairman
Prof. J Ramachandran Shri S.P. Talwar Shri Deepak Shourie Shri A.K.Purwar
Company Secretary & Manager Mr.Hasit Shukla
Auditors M/s. Chaturvedi & Shah M/s. BSR & Co.
New CIO of Reliance Tech Services Alpana Doshi
CORPORATE OFFICE
Address:
Reliance Communications Limited
Dhirubhai Ambani Knowledge City
Navi Mumbai 400709,
India.
Tel No. : 3037 3333
10
WORK ENVIRONMENT
Where merit is rewarded
Reliance Communications is in the process of setting up best-in-class work facilities across major cities in
India. At Mumbai, the Dhirubhai Ambani Knowledge City (DAKC) hosts more than 10000 professionals
with a range of office complexes, food courts, avenues and boulevards, fountains and video conferencing.
Apart from the physical work setting, Reliance Communications is fostering a work culture marked by
positive energy, team work and performance ethic. We are committed to building a non-hierarchical and
open work environment and a result-driven meritocracy.
Industries Where Reliance Communications Ltd. Competes
1) Telecommunications Services
2) Wireless Communications Services
3) Wireless Network Operators
4) Data Services
5) Fixed-line Voice Services Providers
6) Telecommunications Infrastructure Development
11
MAJOR COMPETITORS
Bharti Airtel : Bharti Airtel, formerly known as Bharti Tele-Ventures LTD (BTVL) is India’s largest
cellular service provider with more than 92 million subscribers as of February 2009. It also offers fixed line
services and broadband services. It offers its TELECOM services under the Airtel brand and is headed by
Sunil Bharti Mittal. The company also provides telephone services and Internet access over DSL in 14
circles. It also acts as a carrier for national and international long distance communication services. The
company has a submarine cable landing station at Chennai, which connects the submarine cable connecting
Chennai and Singapore. The businesses at Bharti Airtel have been structured into three individual strategic
business units (SBU’s) - Mobile Services, Airtel Telemedia Services & Enterprise Services. The mobile
business provides mobile & fixed wireless services using GSM technology across 23 telecom circles while
the Airtel Telemedia Services business offers broadband & telephone services in 95 cities and has recently
launched India's best Direct-to-Home (DTH) service, Airtel digital TV. The company provides end-to-end
data and enterprise services to the corporate customers through its nationwide fiber optic backbone, last mile
connectivity in fixed-line and mobile circles, VSATs, ISP and international bandwidth access through the
gateways and landing station. Globally, Bharti Airtel is the 3rd largest in-country mobile operator by
subscriber base, behind China Mobile and China Unicom. In India, the company has a 24.6% share of the
wireless services market, followed by 17.7% for Reliance Communications and 17.4% for Vodafone Essar.
VODAFONE: Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers 23
telecom circles in India. Despite the official name being Vodafone Essar, its products are simply branded
Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage throughout India with good
presence in the metros.
12
Vodafone Essar provides 2.75G services based on 900 MHz and 1800 MHz digital GSM technology,
offering voice and data services in 23 of the country's 23 licence areas.
BSNL : Bharat Sanchar Nigam Limited (known as BSNL, India Communications Corporation Limited) is a
public sector telecommunication company in India. It is India's largest telecommunication company with
24% market share as on March 31, 2008. Its headquarters are at Bharat Sanchar Bhawan, Harish Chandra
Mathur Lane, Janpath, New Delhi. It has the status of Mini Ratna, a status assigned to reputed public sector
companies in India.
BSNL is India's oldest and largest Communication Service Provider (CSP). Currently has a customer base of
90 million as of June 2008. It has footprints throughout India except for the metropolitan cities of Mumbai
and New Delhi which are managed by MTNL. As on March 31, 2008 BSNL commanded a customer base of
31.55 million Wireline, 4.58 million CDMA-WLL and 54.21 million GSM Mobile subscribers. BSNL's
earnings for the Financial Year ending March 31, 2007 stood at INR 397.15b (US$ 9.67 b) with net profit of
INR 78.06b (US$ 1.90 billion). BSNL has an estimated market value of $ 100 Billion. The company is
planning an IPO with in 6 months to offload 10% to public in the Rs 300-400 range valuing the company at
over $100 billion.
IDEA : IDEA Cellular is part of the Aditya Birla Group, India's first truly multinational corporation. The
group operates in 25 countries, and is anchored by over 100,000 employees belonging to 25 nationalities.
Idea Cellular is a leading GSM mobile service operator with pan India licenses. With a customer base of over
36 million in 15 service areas, operations are soon expected to start in Orissa and Tamil Nadu-the first steps
in providing pan India services covering over 90% of India's telephony potential. A frontrunner in
introducing revolutionary tariff plans, IDEA Cellular has the distinction of offering the most customer
friendly and competitive Pre Paid offerings, for the first time in India in an increasingly segmented market.
13
TATA INDICOM : Tata Teleservices Limited (TTSL) is a part of the Tata Group of companies, an
Indian conglomerate. It operates under the brand name Tata Indicom in various telecom circles of India. The
company forms part of the Tata Group's presence in the Telecommunication Industry in India, along with
Tata Teleservices (Maharashtra) Limited (TTML) and TATA COMMUNICATIONS LTD.Tata Teleservices
spearheads the Group’s presence in the telecom sector. Incorporated in 1996, Tata Teleservices was the first
to launch CDMA mobile services in India with the Andhra Pradesh circle
AIRCEL : Aircel is a joint venture between Maxis Communications Berhad of Malaysia and Apollo
Hospital Enterprise Ltd of India. It is India’s seventh largest GSM mobile service provider with a subscriber
base of over 17 million. It has a market share of 6.3% among the GSM operators in the country. As on date,
Aircel is present in 11 telecom circles (Assam, Bihar, Himachal Pradesh, Jammu & Kashmir,Kerala, North
East, Orissa, Tamil Nadu, Karnataka, West Bengal, Delhi) and with licences secured for the remaining 10 of
the 23 telecom circles, the company plans to become a pan-India operator by 2009..
TATA DOCOMO: TATA DOCOMO is a Tata Teleservices Limited's (TTSL) cellular service provider on
the GSM platform-arising out of the Tata Group's strategic joint venture with Japanese telecom giant NTT
Docomo in November 2008. Tata Teleservices has received a pan-India license to operate GSM telecom
services, under the brand "TATA DOCOMO" and has also been allotted spectrum in 18 telecom Circles.
TTSL has already rolled out its services in various circles.[1]
It offers both prepaid and postpaid GSM cellular phone with presence in 19 circles including Madhya
Pradesh & Chhattisgarh, Orissa, Maharashtra & Goa, Punjab, Haryana, Uttar Pradesh, Karnataka, Kerala,
Tamil Nadu, Chennai, and West Bengal. It has become very popular with its one second pulse especially in
semi-urban and rural areas. They are launching their service from the south of India to central, east and north.
14
vergine :
Led by adventurous founder, chairman, and owner Sir Richard Branson, holding company Virgin Group gets around.
The group's travel-related operations, led by 51%-owned Virgin Atlantic Airways, are among its biggest breadwinners.
The airline flies to 30 destinations around the world with a fleet of about 40 aircraft. Virgin Atlantic is complemented by
its Australian low-fare cousin, Virgin Blue, which operates a fleet of about 80 aircraft. Virgin Group also operates rail
franchises in the UK and sells tour packages. Besides travel and leisure, the group's major operating areas include
beverages, financial services, and telecom (Virgin Media). Virgin, with offices in about 30 countries, was established in
1970.
15
PRODUCT
DEFINITION:
“A product is a bundle of physical service and symbolical particulars expected to yield satisfaction benefits to the buyers”.
(Phillip Kotler)
“A product is a complex of tangible and intangible attributers, including packaging, colors, price, manufacture and retailer’s service which the buyer may accept as offering satisfaction of wants of needs.”
(William J Stanton)
Reliance communication products
Reliance Base Phone
Reliance Mobile
Reliance Data Card
Reliance Voucher, E-Recharge
Reliance PCO
Reliance Broad Band
16
Subscriber Base
The Reliance Communication subscriber base according to COAI - Cellular Operators Association of India is over 105mn :
17
CDMA:Top up Cards:
Vouchers(Rs.) Talk time(Rs.)Promotional
Talk time(Rs.)Total
Talk time(Rs.)10 7.07 Nil 7.07
20 16.13 Nil 16.13
30 25.20 Nil 25.20
50 43.33 Nil 43.33
100 88.66 NIL 88.66
200 181.32 18.68 200*
300 271.99 28.01 300*
400 362.65 37.35 400*
500 453.31 46.69 500**Note - Applicable for all circles except Delhi circle.
Special packsSimply Reliance Tariff
Call type Pay per call Pay per min Pay per sec
MRP of the RCV Rs.38.00 Rs.48.00 Rs.58.00Talk time Rs.19 Rs.24 Rs.29Admin fee Rs.15.45 Rs.19.52 Rs.23.58Service Tax Rs.3.55 Rs.4.48 Rs.5.42Traiff Validity 365 days 365 days 365 daysIncoming Validity Lifetime Lifetime Lifetime
TariffsPulse rate 180 sec 60 sec 1 sec
Approximate usage(in pulse) available 15 48 2,900
Local/ Intra-circle
Mobile 59% Rs.1.20 Rs.0.50 Rs.0.01Fixed 20% Rs.1.20 Rs.0.50 Rs.0.01
Inter-circleMobile 14% Rs.1.20 Rs.0.50 Rs.0.01Fixed 7% Rs.1.20 Rs.0.50 Rs.0.01
Avg. Outgoing Rate
Rs.1.20 Rs.0.50 Rs.0.01
18
Vouchers
VouchersTalkTime
Validity for Days
Benefit
Simply pay per Second 58 NA 365
All STD, Roaming, Local calls @ 1p /sec
Simply pay per minute 48 NA 365
All STD, Roaming, Local,SMS @50p
Simply pay per call 38 NA 365
All STD, Roaming, Local calls @ Re 1.20/3min
Jaadu 249 NA 30
Free calling to local Reliance Mobile.
Jaadu 999 NA 30
Free calling to any Reliance Mobile any where in India.
Local R-R Pack 27 NA 30
Calling to any Local Reliance Mobile @ 20p/min at any time day or night
National R-R Pack 77 NA 30
Calling to any Reliance Mobile anywhere in India @ 20p/min at any time day or night
19
GSM:Vouchers
VouchersTalkTime
Validity for Days
Benefit
Simply pay per Second 58 NA 365All STD, Roaming, Local calls @ 1p /sec
Simply pay per minute 48 NA 365All STD, Roaming, Local,SMS @50p
Simply pay per call 38 NA 365All STD, Roaming, Local calls @ Re 1.20/3min
Local R-R Pack 27 NA 30
Calling to any Local Reliance Mobile @ 20p/min at any time day or night
National R-R Pack 77 NA 30
Calling to any Reliance Mobile anywhere in India @ 20p/min at any time day or night
Topup cards:
20
Special packs:
21
FINANCIALSTATUS OF RCOM
22
23
Operation in Reliance communication:
1.Rcom launches 50 paise tariff across the board will be available to GSM & CDMA.
2.Rcom launches cloud computing on Microsoft platform.
3.Hong Kong China wireless in pact with Rcom to sell handsets.
- China wireless aims to clock 800 crore revenue in the next five years
-Company plans to invest 400 crore as capex & opex over the next three year the Indian
Operation.
4. RCOM joins hands with Nokia for Ovi Life Tools.
5. RCOM introduces Braille Bill service.
6. RCOM adds 2.8 m users in June.
7. RCOM buys India's largest Cable firm.
8. RCOM, Getjar join handset.
9. RCOM unveils unlimited Net access on mobile.
24
Notable awards:
Anil Ambani – The Crack Person of the Year 2008 by Light Reading
Most Promising Service Provider of 2003 (Asia Pacific) Award instituted by Asia Pacific Technology
from Frost & Sullivan
RCOM adjudged the World’s Top CDMA Operator at the Global CDMA Industry Achievement
Awards
Reliance Mobile amongst the "Top 10 Most Trusted Brands“ & rated as "India's Most Trusted
Service Brand 2009“ by The Economic Times
Reliance Mobile" voted as No. 8th in "India's Most Admired Marketers“. The youngest Indian brand
amongst the "Top 10" and ahead of P&G , Hero Honda , Samsung , LG, Colgate and Cadbury's .
Reliance Mobile, India's Top 25 Marketers Awards 2009, Pitch, November 9
Mobile Marketing Award(Los Angeles) at Global level for cross-media integration on digital and
mobile medium of Reliance GSM
launch campaign (Go For It!).
Best Advert game award conferred by World Brand Congress for digital advertising game hosted on
Zapak.com
CMOs Council Brand Leadership Award to Reliance Communications, November 2009
World Brand Congress, Chair for Yr. 2009-10 granted to RCOM, November 2009
Business Today along with TAM rated Simply Reliance TVC as the most watched Ad in the month
of October 2009.
Total Network TVC's Kedarnath & Highway rated as No.1 campaign in India for the month of
August 2008 & September 2008
Most awarded single brand for Creative Excellence ABBY Awards 2007 (Advertising Agency
Association of India)
25
Chapter 3:Relation of the work done by me with theory:
I have conducted a survey for the performance rating system by retailers in major areas of Raipur city like:
1. Katora talab
2. Tikra para
3. Pachpedi naka
4. Lakhe nagar
5. Nehru nagar
6. New rajendra nagar
7. Amlidih
8. Lili chock
9. Aama para
10. Telibandha
11. Aakashwani road
12. Budapara
According to the performance of the various telecom service provider companies like:
GSM – Global System of Mobility CDMA – Code Dual Module Assessment1. Reliance cdma 9. Vodafone
2. Reliance gsm 10. Tata docomo
3. Airtel
4. Bsnl
5. Idea
6. Aircell
7. Tata indicom
8. Virgin
26
I have used the following factors for conducting the survey in which the reach factor is most important:
I have used 130 questionnaire
In which 30 questionnaire are for these factors:
1. Service time
2. Claim sattelment
3. Merchandise
4. Communication
5. Relationship
6. SKU availability
and 100 questionnaires are for this factors:
1.“REACH”
So the total factors are 7
27
Chapter 4:
Main issue & area worked upon by me:
I have done a market research for improvement of marketing strategy of reliance communication product
SIM reliance GSM & CDMA and with Rcom’s other compititors like
1. Airtel
2. Idea
3. Bsnl
4. Aircell
5. Tata indicom
6. Tata docomo
7. Virgine
8. Vodafone
Basicly it was the performance rating system by the retailers for various telecom service provider with
a special factor REACH in which there is two type of recharge system which are as followed:
1. E-recharge
2. Paper recharge
It can be a improvement of marketing strategy of reliance communication product SIM reliance GSM
& CDMA and with Rcom’s other compititors.
28
Basicly it is the market research for the effectiveness & improvement of reliance communication SIM
(GSM & CDMA) and I have used to collect the data from following area of Raipur city:
1. Katora talab
2. Shyam nagar
3. Tikra para
4. Sanjay nagar
5. Santoshi nagar
6. Pachpedi naka
7. Sashtri market ever green chock
8. Lakhe nagar
9. Sundar nagar
10. Aswani nagar
11. Ring road priyadarshani colony
12. Nehru nagar
13. New rajendra nagar
14. Amlidih29
15. Lili chock
16. Purani basti
17. Kailash puri
18. Aama para
19. Pohara chock
20. Sharda chock
21. Ram sagar para
22. Telibandha
23. Aakashwani road
24. Budapara
25. Kushal pur chock
In this market research I have conducted the survey and asked questions to the sim retailers of all
telecom service provider and I have understand the perception of sim retailers for various telecom
service provider’s performance according to the various factors which are as followed:
1. Service time
2. Claim sattelment
3. Merchandise
4. Communication
5. Relationship
30
6. SKU availability
7. “REACH”
This questions were asked to the retailer and I had the conversation with various retailers of raipur city
For following telecom service provider performance :
1. Reliance cdma
2. Reliance gsm
3. Airtel
4. Bsnl
5. Idea
6. Aircell
7. Tata indicom
8. Virgin
9. Vodafone
10. Tata docomo
Retailers were giving their response and I was getting information about their satisfaction for the benefit
which is given to the retailers for claim sattelment and product advertisement like banner and poster facility
and relationship of telecom service provider’s middlemans and the stock keeping unit availability of the sims
of various telecom service provider and I have understand the response for the service time of telecom
companies by the retailers and their perception were positive or negative towards the telecom companies.
31
Chapter 5:
Significant learning that I underwent during the training:
Finding and data interpretation:According to the chi square method the collected data for the 100 outlets of REACH
Are as followed:
Company E-recharge Paper-rechargeObserved count Expected count Observed count Expected count
R gsm 96 49.25 89 43.30R cdma 99 50.83 93 45.24Airtel 98 50.31 92 44.76Bsnl 72 36.96 75 36.49Idea 97 49.80 94 45.73Aircell 60 30.80 52 25.30Docomo 85 43.64 83 40.38Tata indicom 53 27.21 56 27.24Vergine 38 19.51 37 18.00Vodafona 85 43.64 71 34.54Total 783 743
Significant value for E-recharge =17.79
Significant value for Paper-recharge =18.77
32
The interpretation for the chi square method are as followed:
Calculated value for the E-recharge system according to the chi square method is 17.79 which is greater than
table value of chi square method.
i.e. x2 table =16.919
hence the reach of the E-recharge in the retailers shop of sim in the Raipur city is significant. so the Reach of
E-recharge for the following companies are high eassyly available sim recharge system:
1. reliance gsm
2. reliance cdma
3. airtel
4. idea
5. vodafona
6. bsnl
7. tata docomo
and Reach of E-recharge for the following companies are low:
1. tata indicom
2. vergine
3. aircell
33
Calculated value for the Paper-recharge system according to the chi square method is 18.77 which is greater
than table value of chi square method.
i.e. x2 table =16.919
hence the reach of the Paper-recharge in the retailers shop of sim in the Raipur city is significant
so the Reach of E-recharge for the following companies are high and eassyly available sim recharge system:
1. reliance gsm
2. reliance cdma
3. airtel
4. idea
5. vodafona
6. bsnl
7. tata docomo
and Reach of E-recharge for the following companies are low:
1. tata indicom
2. vergine
3. aircell
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Tendency of telecom companies according to the rating of retailers of sim with
the performance of telecom companies on the basis of factors:
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36
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Finding of the study:
Top rank holding companies of sim according to the sim retailers are:
First –idea
Second –airtel
Third – reliance gsm and cdma
Fourth- Vodafone and bsnl
Fifth- tata docomo
And other comes under lower demanded sim companies are:
Tata indicom
Aircell
virgin
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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 Raipur 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 don’t get schemes communicated in time by
distributor and distributor does not povide RCV & e-Top properly.
Problems: -
there is network problem with RCOMM, on the other hand they found its competitors viz. Airtel,
VODAFONE, TATA Indicom network connectivity of very good to good level.
don’t get schemes communicated in time by distributor and distributor does 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 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.
The claim process services of other competitors viz. AirCel, Vodafone, & Tata Indicom are almost at
par with the IDEA cellular ltd.
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Learning of the study:
In this market rsearch I have learnt that how to improve the performance of telecom company like Reliance
communication by their service ,relationship,product communication and advertisement,stock keeping
unit,claim sattelment and benefit percentage of selling.
In this research I have learnt that my research can improve the performance and my research can make the
reliance communication’s strategy effective to be and survive in cut throat marketing of product like sim and
its recharge system ad to competite with competitors like :
1. Airtel
2. Idea
3. Bsnl
4. Vodafone
5. Tata docomo
In this training I have learnt how to understand the perception of retailers and their satisfaction level toward
the telecom service provider company by various factors like retailers benefits & claim sattelment fund and I
have understood that the distributer do not give the amount of claim sattelment to the retailers in time and
they are dissatisfied by the selling benefit percentage of retailers which is 2% only.
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SWOT Analysis of Reliance communication LTD:
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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
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. I have grasp that the retailers are not satisfied with claim sattelment of all telecom company
and they are not getting more benefit percentage because there is ionly 2% of benefit on
selling so it should be icreased according to RCOM benefit percentage on selling to the
retailers
2. and othrer problem is product advertisement for awareness of the product in people of raipur
city.so the retailers should be provided better banner and electricity for banners on tags of
product of reliance sim.
3. PROMOTIONAL ACTIVITIES
The company expand the budget allocation for promotional campaign in center of capital of C.G.
It has affected the sale service brand image of Reliance especially in C.G. Low supports in
promotion have lead to fluctuation in sale
There may be some useful tools which can be summrized as follows:-
(1) 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.
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(2) 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 establish the superiority
of its brand service through specific comparison of one or more attributes and features.
(3)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.
4. SALES PROMOTION
Cash discount
Premiums
Appointment of sale promoter
Financial schemes
5. 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.
6. PRODUCT QUALITY AND TECHNICAL FEATURES
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.43
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 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. idea,Airtel, BSNL,vodafone and Tata docomo 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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REFERENCES:
BOOKS
Marketing Management - Phillip Kotler
MAGAZINE
Business Today
Advertising & Management
NEWSPAPERS
Economic Times
Hindustan Times
Financial express
Business standard
WEBSITE
http://www.google.com/
http://www.Rcom.co.in/
http://www.reliancemobile.com/
http://www.wikipedia.org/
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QUESTIONNAIRE USED FOR 30 SURVEY
Measuring SOL(Service Output Level) of all Telecom Company & study its effect on RETAILER’S RATING1. Name : _____________________________2. Address :___________________________3. Phone number.___________________4 .How you rate the Service time of following Telecom companies (Assign number on your rating level from 1 to 5) 1=worse, 2=bad, 3=good, 4=better, 5=bestReliance GSM 1 2 3 4 5 Aircell 1 2 3 4 5Reliance CDMA 1 2 3 4 5 DOCOMO 1 2 3 4 5 Airtel 1 2 3 4 5 Vergine 1 2 3 4 5BSNL 1 2 3 4 5 TATA indi 1 2 3 4 55 . How you rate the Merhandise of following Telecom companies (Assign number on your rating level from 1 to 5) 1=worse, 2=bad, 3=good, 4=better, 5=bestReliance GSM 1 2 3 4 5 Aircell 1 2 3 4 5Reliance CDMA 1 2 3 4 5 DOCOMO 1 2 3 4 5 Airtel 1 2 3 4 5 Vergine 1 2 3 4 5BSNL 1 2 3 4 5 TATA indi 1 2 3 4 56 . How you rate the Claim Setellment of following Telecom companies (Assign number on your rating level from 1 to 5) 1=worse, 2=bad, 3=good, 4=better, 5=bestReliance GSM 1 2 3 4 5 Aircell 1 2 3 4 5Reliance CDMA 1 2 3 4 5 DOCOMO 1 2 3 4 5 Airtel 1 2 3 4 5 Vergine 1 2 3 4 5BSNL 1 2 3 4 5 TATA indi 1 2 3 4 5 7 . How you rate the Product Communication of following Telecom companies (Assign number on your rating level from 1 to 5) 1=worse, 2=bad, 3=good, 4=better, 5=bestReliance GSM 1 2 3 4 5 Aircell 1 2 3 4 5Reliance CDMA 1 2 3 4 5 DOCOMO 1 2 3 4 5 Airtel 1 2 3 4 5 Vergine 1 2 3 4 5BSNL 1 2 3 4 5 TATA indi 1 2 3 4 58. How you rate the Relationship of following Telecom companies (Assign number on your rating level from 1 to 5) 1=worse, 2=bad, 3=good, 4=better, 5=bestReliance GSM 1 2 3 4 5 Aircell 1 2 3 4 5Reliance CDMA 1 2 3 4 5 DOCOMO 1 2 3 4 5Airtel 1 2 3 4 5 Vergine 1 2 3 4 5BSNL 1 2 3 4 5 TATA indi 1 2 3 4 59. How you rate the SKU availability of following Telecom companies
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(Assign number on your rating level from 1 to 5) 1=worse, 2=bad, 3=good, 4=better, 5=bestReliance GSM 1 2 3 4 5 Aircell 1 2 3 4 5Reliance CDMA 1 2 3 4 5 DOCOMO 1 2 3 4 5Airtel 1 2 3 4 5 Vergine 1 2 3 4 5BSNL 1 2 3 4 5 TATA indi 1 2 3 4 5
QUESTIONNAIRE USED FOR 100 SURVEY Which recharge system do you have whether Paper recharge or E- recharge If both then tell which telecom service provider company do you have
recharge system. (Tick: right or cross ) yes=right , no= cross
SURVEY ON VARIOUS TELECOM COMPANIES CHARGING SYSTEME-RECHARGE PAPER RECHARGE
COMPANY SHOP1 SHOP2 SHOP3 SHOP4 SHOP5 SHOP1 SHOP2 SHOP3SHOP4 SHOP5
RELIANCE GSMRELIAN CDMAAIRTELBSNLIdeaAIRCELLDOCOMOTATA INDICOMVERGINEVODAFONA
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LETTER OF THANKSLETTER OF THANKS
“Thanks”, a very small word for a person who has really helped you in
achieving your goal.
Still I would like to say thanks to each person who so ever has supported
as well as co-operated in any ways in the completion of my project.
I would like to say special thanks to respected Mr. Alok dangi, Cluster
Distribution Lead of Reliance communication in Raipur , Regional
Training Manager Reliance who has shown us the right path to follow in
order to
complete our project.
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