analysis of service provided by reliance to the retailers and contribution of prcv

7/27/2019 Analysis of service provided by reliance to the retailers and contribution of PRCV.

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Reliance communication

INDIAN INSTITUTE OF BUSINESS MANAGEMENT | 1

IIBM

A brief study on

Analysis of services of Reliance Communication for Retailers

& Contribution of PRCV

At

Reliance Communication, Kasi Palace , 6th

floor Patna

A

PROJECT REPORT

Submitted in the partial fulfillment of the requirement

FOR THE AWARD OF THE DEGREE OF

POST GRADUATE DIPLOMA IN MANAGEMENT

(Equivalent to M.B.A)

AWARDED BY

INDIAN INSTITUTE OF BUSINESS MANAGEMENT, PATNA

(An Autonomous Institute approved by All India Council for Technical

Education, Ministry of Human Resource Development, Govt. of India)

Under The guidance of :- Prof. Chdra Shekhar Dayal

Mentor in the Company :- Mr. Arvind Kumar (Cluster Head , Bihar)

Submitted by :- Abhilash

Roll no :- 16


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INDIAN INSTITUTE OF BUSINESS MANAGEMENT| 2

IIBM

Batch :- 2012-2014

GUIDE CERTIFICATE

This is to certify that this project entitled (Analysis of services of

Reliance Communication for Retailers & Contribution of PRCV) is

submitted by Mr. Abhilash, Roll No. :- 16 of Post Graduate Diploma in

Management (Equivalent to M.B.A) with specialization in Marketing

Management, Session:- 2012-14 has been carried out under mysupervision and guidance.

The project is the embodiment of his compressive and meticulous study

of the subject.

His dedication and keen interest in the study is highly appreciable.

Prof. C S DAYAL

(Placement Committee Head)


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ACKNOWLEDGEMENT

I wish to express my gratitude to Reliance Communication.

Management for giving me an opportunity to be a part of their esteem

organization and enhance my knowledge by granting permission to dosummer training project under their guidance.

I am grateful to my Mentor Mr. Arvind Kumar (Cluster Head), Mr.

Dheeraj Das (Team Sales Manager) and my placement officer Sri C. S

DAYAL SIR for their invaluable guidance and cooperation during the

course of the project. He provided me with his assistance and support

whenever needed that has been instrumental in completion of this

project.

The learning during the project was immense & invaluable. My work

basically included the study of various ways for developing marketing

strategies for the company . The present report is an amalgamation of

my thoughts and my effort you study the various ways of developing the

marketing strategies for the company. Further a detailed study has beendone in order to suggest the feasible strategies that would enhance its

market share.

Summer Trainee


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Abhilash

PREFACE

The summer training programs are designed to give the practical

knowledge of corporate world. Training is usually meant for such

vacations where advanced theoretical knowledge is to be backed up bypractical experience on the job and it is because of this reason that

summer training programs are designed. So, that the future manager

must be ready to take the future responsibilities.

It was exactly in this context that I was privileged enough to join

Reliance Communication one of the biggest name in the Telecom sector.During this period, I was appointed for the analysis of services provided

by reliance to the retailers and also look out the contribution of PRCV.In

this period I was also expected to know the retailers issues and try to sort

out them as soon as possible, and I have to try to answer their query. In

the training program I had tried my level best to arrange the work in

systematic and chronological way.

This endeavor work shall provide the Reliance marketing department an

idea about market condition and further they can work on it for bettering

the facility.


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DECLARATION

I Mr. Abhilash, a bonafide student of the INDIAN INSTITUTE OF

BUSINESS MANAGEMENT, Patna hereby declare the institutional

Training.

Report submitted by partial fulfillment of the requirements of the degree

of Masters of business Administration of the IIBM, is my original work.

Date : Name : Abhilash

Place : Patna Roll no: 16


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CONTENT

CHAPTER 1 : INTRODUCTION

: Introduction of the company.

: Overview about Reliance

: Study of organization

: Organization structure

: History of Reliance Communication in India

: Facts about Reliance Communication

CHAPTER 2 : MAIN STUDY and DATA ANALYSIS

: Research Methodology

: Objective and purpose of the study

: Analysis of problem

: Solutions

CHAPTER 3: Appendices : A- BIBLIOGRAPHY

B- Questionnaires


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INTRODUCTION OF THE COMPANANY

Reliance Communications Ltd. (commonly called RCOM) is an Indian broadband

and telecommunications company headquartered in Navi Mumbai, India. RCOM is

India's second largest telecom operator, only after Bharti Airtel. It is world's 15thlargest mobile phone operator with over 150 million subscribers. Established in

2004, it is a subsidiary of the Reliance Group. The company has five segments:

Wireless segment includes wireless operations of the company; broadband segment

includes broadband operations of the company; Global segment include national

long distance and international long distance operations of the company and the

wholesale operations of its subsidiaries; Investment segment includes investment

activities of the Group companies, and Other segment consists of the customer care

activities and direct-to-home (DTH) activities.

Major subsidiaries

Reliance Mobile Was Launched on 28th December 2002. It provides GSM &

CDMA Services. Currently Reliamce Mobile has 150 million subscribers across


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India, Reliance Mobile is Indias largest mobile service brand. Reliance Mobile

services now cover over 24,000 towns, 6 lakh villages, and still counting.

GSM Reliance provides it's GSM Services Current in following 23 Telecom Circle

i.e Andhra Pradesh, Assam, Bihar & Jharkhand, Chennai, Delhi, Gujrat, Haryana,

Himachal Pradesh, Jammu & Kashmir, Karnataka, Kerala, Kolkata, Madhya

Pradesh & Chattisgarh, Maharashtra & Goa, Mumbai, North East, Orissa, Punjab,

Rajasthan, Tamil Nadu, Uttar Pradesh (W), Uttar Pradesh (E) & West Bengal.

Reliance also provides it's Mobile Internet Services.

3G

Reliance Hello Wireless Landline

In 2010 Reliance Launched 3G Services in 13 Telecom Circles i.e Assam, Bihar &

Jharkhand, Delhi, Himachal Pradesh, Jammu & Kashmir, Kolkata, Madhya

Pradesh & Chattisgarh, Mumbai, North East, Orissa, Punjab, Rajasthan & West

Bengal

CDMA

Reliance Hello Wireless Landline

Reliance provides CDMA Mobile & Wireled & Wireless (Hello) LandlineServices services following 23 Telecom Circle i.e Andhra Pradesh, Assam, Bihar

& Jharkhand, Chennai, Delhi, Gujrat, Haryana, Himachal Pradesh, Jammu &

Kashmir, Karnataka, Kerala, Kolkata, Madhya Pradesh & Chattisgarh,

Maharashtra & Goa, Mumbai, North East, Orissa, Punjab, Rajasthan, Tamil Nadu,

Uttar Pradesh (W), Uttar Pradesh (E) & West Bengal.

Reliance Netconnect+

Reliance provides High Speed Wireless Internet through it's Netconnect+ CDMAEVDO 1X Technology. Reliance Netconnect+ Plus provides Download speeds up

to 3.1 Mbps and upload speeds up to 1.8 Mbps. Currently Reliance Netconnect+ is

available 24,000 towns and 6 lacs villages, as well as along major highways,

railway routes, airport lounges and remote locations in India.


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Reliance Broadband

Reliance provides High Speed Wired Broadband through Fiber Optic Cable inmajor Citites, Towns & Villages across India. Reliance Broadband provides speed

more than 10MBPS.

Acquisition

FLAG Telecom Yipes ethernet service Digicable Vanco

OVERVIEW ABOUT RELIANCE

Overview

All major Telecom Service Providers

Are large companies with national footprint. Have invested huge amounts of monies. Provide connectivity to end customers. Provide plethora of services viz., Internet, VPN, leased lines, etc. Have millions of customers across Enterprises, SMEs, SOHOs. Yet there is a difference.


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RCOM has

Network reach

Over 800 global, regional and domestic carriers

Over 2,100 Indian and Multinational corporations

Providers of cutting edge connectivity to over 850 of top 1000

companies in India

Connecting 2.5 million individual overseas customers

190,000 kms of fiber optic connecting over 1 million building

across 44 cities with over 1.4 million access lines

9 data centre with data storage space of over 6.5 lakh sq. ft.

Scalability

RCOM uses fibre-to-the-building approach helping in creating a

network with unlimited capacity and ability to support gigabit per second

bandwidth services for customers.

Network architecture

Architecturally the network is generations ahead of other incumbent

networks in India. A ring protected FTTB architecture that gives an enhanced

uptime.

End-to-end owned infrastructure

Only RCOM has a fully end-to-end owned infrastructure with last

mile access, nationally as well as internationally, thereby keeping things under onecontrol.

Integrated global player in true sense


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RCOM, as a telecom player, satisfies your every telecom need, right

from a mobile connection to broadband to International leased circuit.

STUDY OF ORGANISATION

MISSION, VISION & VALUE

MISSION

We will create world-class benchmarks by:

Meeting and exceeding Customer expectations with a segmented approach.

Establishing, re-engineering and automating Processes to make them

customer centric, efficient and effective.


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Incessant offering of Products and Services that are value for money and

excite customers.

Providing a Network experience that is best in the industry.

Building Reliance into an iconic Brand which is benchmarked by others and

leads industry in Intention to Purchase and Loyalty.

Developing a professional Leadership team that inspires, nurtures talent and

propagates RCOM Values by personal example.

VISION

By 2015, be amongst the top 3 most valued

Indian companies,

Providing Information, Communication

& Entertainment services, and being the

industry benchmark in

Customer Experience, Employee

Centricity and Innovation.


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ORGANIZATIONAL DESIGN& STRUCTURE

Organizational Design and Organizational Structure

1. Organizational Design

- management decisions and actions that result in a specific

organization structure.


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Four Design Decisions

1. Division of Laborprocess of dividing work into relatively

specialized jobs to achieve advantages of specialization.

Division of labor in organization can occur in three different ways:

a. Work can be divided into different personal specialties.

b. Work can be divided into different activities necessitated by

the natural sequence of the work the organization does.

c. Work can be divided along the vertical plane of an

organization.

2. Departmentalization process in which organization is

structurally divided by combining jobs in departments according to

some shared characteristics or basis.

Some of the more widely used departmentalization bases are the

following:a. Functional departmentalization

b. Territorial departmentalization

c. Product departmentalization

d. Customer departmentalization

3. Span of Control number of individual who report to a

specific manager.

Three important factors in determining the managers span of

control:

a. Required contact


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b. Degree of specialization

c. Ability to communicate

4. Delegation of Authority process of distributing authority

downward in an organization.

Decision Guidelines

a. How routine and straightforward are the jobs or units

required decisions?

b. Are individuals competent to make the decision?

c. Are individuals motivated to make the decision?

d. Do the benefits of decentralization outweigh its costs?

Organizational structure

Structure is a way an organizations unit related to each other,centralized , functional divisions , decentralized , a matrix , a

network , a holding etc.

Magnasoft : The organizational structure is schematically in :1.The detail roles and responsibilities.


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2.Individual ownership of activities.3.Individual ownership of work product.4.Reporting structure is a mix of hierarchary and matrix

nature, ensuring effective communication.

5.Teams are continuously and timely trained on thework domain of process , application and technology.


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Chapter 2

Main study

Objective of the work


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To know the market share of Reliance in Patna city.

Try to know the problem of retailers regarding services or product

given by the company as well as the Distributor point.

Sort out the problems by concerning to DSR, TSM, ASM or

Cluster head.

Giving full information of the plans and flow up the latest plan.

Try to motivate them for more activations.

Boost them to increase PRCV and also give awareness about the

PRCV profits.

Ensuring the visibility of the product.

Ensuring the availability of the product at the retailers point.

Retailers expectation from the company.

Working Methodology

Route visit


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I have been given Patna City area under Mr. Dheeraj Das TSM. I use

to visit alone in the market through my own conveyance.I he 250retailers point.

Every morning I went to one corresponding route &observed all

techniques of selling product to retailers & also try to know the

mentality of the consumers and retailers.

I have visited following routes:

Pachim DarwazaCity chock

Hajiganj

Didarganj

Marsalani

Mathanithal

During my work I use to take 5 min interview with the retailersand give some more time to them to understand their problem.

I was also giving time to some customers who came for the new

Sim and I avail to retain them and try to give full information

and benefits about Reliance.

Analysis of Problems


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As I have visited approx 250 retailers point. I have came across many

issues of retailers as well as I have got interact with reliance customers

also and I tried to know their problem also.

Retailers problems:

DSR do not flow up the latest plan.

Network problem (server down).

Some time activation takes long time.

Some of the Sim were activated but after few days it is gone de

activated which leads to bad good will of company as well as

retailers point.

Some time MNP is not successful which leads to number

deactivation.

Inner side of Marsalani which is not very much developed, some

of the retailers are their also but instead of visiting their DSR use

to tell them to submit their CAF themselves or submit to some

other retailers point.

Re-documentation takes time a lot.

Customers problem:


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Network

Deduction of balance without any reason and for

getting the deducted balance back customer should call

register the complain.(same problem to many

customers)

Plans are costly.

Reliance is not providing good quality of CDMA

handsets.

In reliance plans are activated automatically without

the knowledge of the customer and on the query of the

customer they accept the fault and pay back the money.


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As per the

survey

Reasons and solution-

Reasons behind low activation percentage-

Reliance activations share shown above is

including both GSM and CDMA which is 33.3% and if we will compare

it to Uninor who is providing only GSM service is having 27.3% market

share in activation.

Following are some reasons:

On 1 Sim activation(GSM) retailer makes an FRC of 32rs in which

customers are getting

33%

16%14%

27%

10%

Activation

Reliance (GSM & CDMA) Airtel Voda Uninor Idea


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30rs talktime,50mb 2g data

20p R-R

30p R-O

35p STD

Plans valid for 30 days

where if we will compare with Uninor FRC plans

First they are having each FRC for 90 days

Each plan have some thing extra like free net data,U-U or U-O etc.

As per the retailers point activation dont take a lot time.

Solution:

Increase the FRC rate upto 45-60 and give instead of giving any

balance give the customers some local R-R or R-O free usage.

Increase the Validation not for 90 but atleast for 60 days.

Now a days customers are very much conservative about the

money they want to pay whatever they incurred so instead of 20p

or 30p we should make it to 1p/sec or 1.2p/2 sec.


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(Above whatever I have shown you is just a customer mindset)

And further if we will look on CDMA we have a plan of 56 in which

customers are getting:

180 min. local call free M1-60, M2-60,M3-60.

50 MB data free

As per the customers complain in first month customer gets the 60

min but in the next or the other next month they do not get it.

Solution:

Customers are not very much happy with getting extra free

call min. in 2 or 3 month they want that at the same point for

the same month.


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Through these figure we can say that the share are equally divided, but

PRCV have not very much success as they can.

Failure reasons:

Main reason why retailers are not very much interested in

PRCV is that when they use to give it to customers,

customers are not very much familiar with recharging andthey return back it to retailers for make the procedure to

recharge through PRCV.

Retailers are having problem with defected piece.

30%

18%20%

18%

14%

PRCV

Reliace (GSM and CDMA) Airtel Voda Uninor Idea


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Some of the retailers are not aware about the the

validation(they do not knowing that PRCV is having no

expiry date)thats why they are not taking it in a big amount.

Retailers use to keep it in the box or in the counter which is

not visible to the customers.

Front side of PRCV

Reliance

Communication (GSM)

RS 20

Back side of PRCV

.

*305* #

If we will see the coupons the procedures were written are

not visible to almost anybodywhich creates problem forretailers. Even the procedure are written in English and many

of the people cant go through it because of illetracy.

Solution:


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During my SIP I have flowed up a procedure pamphlet ofPRCV recharge which can help retailers to get rid of that

issue, but its not possible to flow this pamphlet to a mass

retailers.

First company should make the PRCV slight bigger

size.

Procedure should be in Hindi and font should be large

so that customers can easily read the procedure.

For the PRCV visibility to the customers company

should provide some attractive Wall counter for PRCV,

and on that also all the PRCV plans should be given.

For cross checking whether retailers are keeping it at

their place or not DSR should look up it on regular

basis.

Because of low visibility customers are not aware about the benefits of

the PRCV.


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If we will exclude above problems. We have some more

problems below which will also shows the reason of low

market:

About plans:

If we will look up our competitors specially Uninor they are

having better plan than Reliance. Lets see some examples:

If we will look out full talktime plans Reliance are startingfrom 110 and if we will compare to Uninor they have full

talktime starting from 20.

Uninor is giving offers like 90 in 80, 200 in 170, 410 in 340etc.

If we will talk about special tariff plans or combo packsReliance17rs all local/STD 40p/min. valid for 14 days

Uninor - 16rs valid for 30 days

Reliance- 148rs 330 local min valid for 28 days

Uninor - 35rs 6000 local sec. valid for 15 days


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Reliance- 65rs 230 local onnet valid for 15 days

Uninor - 38rs 30000 local U2U valid for 30 days

Reliance- 41rs 75 STD min valid for 28 days

Uninor- 41rs 100 STD min valid for 30 days

Here we can see the difference of some plans.

Call Quality:

Call quality is low.Sometimes call disconnected in between only.

More :

Other companies like Airtel and Aircel are giving some 2Gdata free regularly for promotion of their 2G internet. As

Aircel is having better speed than Reliance if we will look upin 2G.

For retaining and maintain good relation with the loyalcustomers we should give them some extra benefit like:

2yr old customer should be given 100MB data orsome free min.

3yr old customers should be given 200MB data orsome free min. etc


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BIBLIOGRAPHY

1.Marketing Management : Philip Kotler

2.Marketing Management : S Nama Kumari3.www.rcom.co.in4.www.wikipedia .com
http://www.rcom.co.in/http://www.rcom.co.in/http://www.rcom.co.in/http://www.rcom.co.in/


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Reliance communication IIBM

QUESTIONAIRE

1st

sheet

analysis of service provided by reliance to the retailers and contribution of prcv

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