final deepti report

8/14/2019 Final Deepti Report

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A

PROJECT REPORTON

SA LES AN D PROM OTION OF DA TA

CARDIN

RELIAN CE COM M UN ICATION S

FOR PARTIAL FULFILLM EN T OF

M A STERS DEGREE IN BUSIN ESS

ADM IN ISTRA TION

BY

D EEPTI D UBEY

M BA - IA SE+AUTON OM OUS

IIMT,PUNE

( 20 0 6- 20 0 8 )


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DECLARATION:

I, Deepti Dubey here by declare that this project is therecord of authentic work carried out by me during theacademic session 2006-2008 and not been submitted toany other university or institute towards the award of anydegree.

Deepti Dubey


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TABLE OF CON TEN TS:

1. PREFACE2. ACKNOWLEDGEMENT3. WHY THIS TOPIC4. INTRODUCTION

EXECUTIVE SUMMARY

COMPANY AT A GLANCE

RELIANCE GROUP OF COMPANIES

5. COMPANY PROFILE CORPORATE PROFILE

CHAIRMANS PROFILE6. MISSION7. VISION8. NETWORK9. SALES PROMOTION10. PRODUCT

DEFINITION PRODUCTS

11. PLANS

TERIFF PLANS FOR DATACARD(PCMCIA) &USB

CONNECTIVITY12. MARKET SHARE13. DATA COLLECTION METHOD

14. SWOT ANALYSIS15. RECOMMENDATION16. CONCLUSION17. QUESTINNARIE18. BIBLOGRAPHY


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PREFA CE:

Marketing is concerned with the study of customersneeds, wants, & demands. A marketer has to identify thecustomers needs to satisfy them.

This project has meant for sales promotion of theproduct. Sales Promotion is a key ingredient in marketingcampaigns, consists of a collection of incentive tools,mostly short term, designed to stimulate quicker orgreater purchase of particular products by consumers orthe trade.

The objective is to provide the reader with a frameworkof analyzing the sales promotion. The main focus was onthe sales promotion of Reliance postpaid connections.A structured questionnaire was used as an instrument togather as an opinion of customers. According to the datacollected suggestions and recommendations are given.


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A CKN OW LEDGEM EN T:

We take this opportunity to thank Mr. Himanshu NBhore (Deputy Manager) for the valuable time spent byhim in guiding to us to study the various aspects of Sales.

We would also like to thank Mr. Raj Babbar (SeniorManager) for his valuable guidance during the course ofour project.

We wish to express our sincere thanks to Mr. RajeevTaneja of Indian Institute of Management Training forproviding us the right direction to compete the project.

Lastly thanks to Reliance Communications for providingus this platform to undergo training and get exposure totheir business practices.

DEEPTI DUBEY.


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W H Y TH IS TOPIC:

The unsold product lying in the companys godown is ofno use until it is sold. For selling any product an efficientpromotional strategy is very much essential. During myproject work I did both the activity selling as well as thepromotion of the product.

I choose this topic because Promotion is one ofthe more obvious tools in the marketing mix. It is thedirect communication with the target public.

Sales Promotion is a challenging job but Iaccepted this challenge and become successful.


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INTRODUCTION


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EX ECUT IV E SU M M ARY:

The main objective in undertaking this project is tosupplement academic knowledge with absolute practicalexposure to day-to-day functions of an organization.

According to the curriculum of college, we are required todo summer training for two months in any company to getthe practical knowledge of corporate world. So I havedecided to do my summer training in Reliancecommunication.

Reliance Communication is one of the leading companies intelecom business in India. In PUNE, reliancecommunication has 20%market share which is second afterBSNL.BSNL is the market leader with 52 % share. There islarge scope of telecom business due to development incommunication and IT sector. The project was related to a

kind market research in which company has seen its benefitsto check and to see the new institutional segmentation.

The objective of the project was to analyze the business,potential of corporate in paying to different serviceproviders, i.e., to analyze the market share and comparativestudy of reliance. A questionnaire was prepared and datawas collected from near about 60 corporate comprising of

BSNL, TTNL, MTNL, VSNL, HUTCH, AIRTELconsumers. The data collected was analyzed and somerecommendations were given for improving the sales of

reliance communications.


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BOARD OF D IRECTORS:

Mr. Anil D. Ambani - Chairman

Mr. J Ramachandran

Mr. S. P. Talwar

Mr. Deepak Shourie

Mr. A. K. Purwar

COM PA N Y SECRETA RY &

M A N A GER:

Mr. Hasit Shukla

A UD IT ORS:

M/s. Chaturvedi & Shah

M/s. BSR & Co.


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COM PA N Y AT A GLAN CE:

Name of the company:Reliance Communications.

Full address of the company:RELIANCE COMMUNICATIONS, VardhmanChambers, 3rd floor, 7 love square, pune.

Head Office Address:IDC-1 Building, Dhirubhai Ambani KnowledgeCity Navi Mumbai - 400 709.

Telephone No.+91-22-303 88329

Name of Director:Late Mr. Dhirubhai Ambani

Name of the Products:Data Card (PCMCIA, USB)

Name of Chairman:Mr. Anil D. Ambani


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RELIA N CE GROU P OF

COM PA N IES:


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Reliance Anil Dhirubhai Ambani Group, an offshoot ofthe Reliance Group founded by Shri Dhirubhai HAmbani (1932-2002), ranks among Indias top threeprivate sector business houses in terms of net worth. Thegroup has business interests that range fromtelecommunications (Reliance Communications Limited)to financial services (Reliance Capital Ltd) and thegeneration and distribution of power (Reliance Energy

Ltd).

Reliance ADA Groups flagship company, RelianceCommunications, is India's largest private sectorinformation and Communications Company, with over30 million subscribers. It has established a pan-India,

high-capacity, integrated (wireless and wireline),convergent (voice, data and video) digital network, tooffer services spanning the entire infocomm value chain.

Other major group companies Reliance Capital andReliance Energy are widely acknowledged as themarket leaders in their respective areas of operation.


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COMPANY

PROFILE


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CORPORATE PROFILE:

Organizations, like individuals, depend for their survival,sustenance and growth on the support and goodwill ofthe communities of which they are an integral part, andmust pay back this generosity in every way they can...

This ethical standpoint, derived from the vision of ourfounder, lies at the heart of the CSR philosophy of theReliance ADA Group.

While we strongly believe that our primary obligation orduty as corporate entities is to our shareholders we arejust as mindful of the fact that this imperative does notexist in isolation; it is part of a much larger compactwhich we have with our entire body of stakeholders:


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From employees, customers and vendors to businesspartners, eco-system, local communities, and society at

large.

We evaluate and assess each critical business decision orchoice from the point of view of diverse stakeholderinterest, driven by the need to minimize risk and to pro-actively address long-term social, economic and

environmental costs and concerns.

For us, being socially responsible is not an occasional actof charity or that one-time token financial contribution tothe local school, hospital or environmental NGO. It is anongoing year-round commitment, which is integrated

into the very core of our business objectives and strategy.

Because we believe that there is no contradictionbetween doing well and doing right. Indeed, doing rightis a necessary condition for doing well.


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CH A IRM AN S PROFILE:

Anil D. Ambani

Regarded as one of the foremost corporate leaders ofcontemporary India, Anil Dhirubhai Ambani is theChairman of all the listed Group companies Reliance

Communications, Reliance Capital, Reliance Energy andReliance Natural Resources Ltd.

He is also Chairman of the Board of Governors ofDhirubhai Ambani Institute of Information andCommunication Technology, Gandhi Nagar, Gujarat

Till recently, he also held the post of Vice Chairman andManaging Director of Reliance Industries Limited (RIL),

Indias largest private sector enterprise.


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Anil D Ambani joined Reliance in 1983 as Co-ChiefExecutive Officer, and was centrally involved in every

aspect of the companys management over the next 22years.

He is credited with having pioneered a number of path-breaking financial innovations in the Indian capitalmarkets. He spearheaded the countrys first forays into

the overseas capital markets with international publicofferings of global depositary receipts, convertibles andbonds. Starting in 1991, he directed Reliance Industriesin its efforts to rise over US$ 2 billion. He also steeredthe 100-year Yankee bond issue for the company inJanuary 1997.

He is a member of:

Wharton Board of Overseers, The Wharton School,USA

Central Advisory Committee, Central ElectricityRegulatory Commission

Board of Governors, Indian Institute ofManagement, Ahmedabad

Board of Governors Indian Institute of Technology,

Kanpur In June 2004, he was elected for a six-year term as

an independent member of the Rajya Sabha, UpperHouse of Indias Parliament a position he chose to

resign voluntarily on March 25, 2006.


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Awards and Achievements:

Conferred the CEO of the Year 2004 in the PlattsGlobal Energy Awards

Rated as one of Indias Most Admired CEOs forthe sixth consecutive year in the Business Barons TNS Mode opinion poll, 2004

Conferred The Entrepreneur of the Decade Awardby the Bombay Management Association, October2002

Awarded the First Wharton Indian Alumni Awardby the Wharton India Economic Forum (WIEF) inrecognition of his contribution to the establishmentof Reliance as a global leader in many of itsbusiness areas, December 2001

Selected by Asia week magazine for its list ofLeaders of the Millennium in Business and

Finance and was introduced as the only new heroin Business and Finance from India, June 1999.


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M ISSION


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M ISSION :

A dream come trueThe Late Dhirubhai Ambani dreamt of a digital

India an India where the common man would haveaccess to affordable means of information andcommunication. Dhirubhai, who single-handedly builtIndias largest private sector company virtually fromscratch, had stated as early as 1999: Make the tools of

information and communication available to people at anaffordable cost. They will overcome the handicaps ofilliteracy and lack of mobility.

It was with this belief in mind that RelianceCommunications (formerly Reliance Infocomm) startedlaying 60,000 route kilometres of a pan-India fibre opticbackbone. This backbone was commissioned on 28December 2002, the auspicious occasion of Dhirubhais70th birthday, though sadly after his unexpected demiseon 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 ofdelivering a range of services spanning the entireinfocomm (information and communication) value chain,including infrastructure and services for enterprises as

well as individuals, applications, and consulting.

Today, Reliance Communications is revolutionizing theway India communicates and networks, truly bringingabout a new way of life


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V ISION


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V ISION :

We will leverage our strengths to execute complexglobal-scale projects to facilitate leading-edgeinformation and communication services affordable to allindividual consumers and businesses in India.

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

We will also generate value for our capabilities beyondIndian borders and enable millions of India's knowledgeworkers to deliver their services globally.


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NETWORK


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NETWORK-.

PAN India network and town coverage. 80,000 kms of optic fiber backbone.

Wireless network covering over 10,300 towns &cities and about 3lakh villages.

15, 000 Base Transceiver Stations (BTSs) across thecountry.

Network with superior reliability


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SA LES PROM OTION


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PROMOTION:

Promotion is one of the more obvious tools in themarketing mix. It is the direct communication with the

target public.

SALES PROM OTION :

Sales Promotion, a key ingredient in marketingcampaigns, consists of a collection of incentive tools,mostly short term, designed to stimulate quicker orgreater purchase of particular product or services byconsumer or the trade.

Selecting Promotional Tools:

A marketer must do the following while planning andsending communications to a target audience:

1. Identify the AudienceIndividuals, groups, special publics or the generalpublic.Intermediaries vs. Consumer

2. Identify the Stage of Product Life Cycle

o Introductory InformPublicity/Advertising/Sales force (interm.)/Sales promotion (free samples)


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o Growth Persuade Differentiate fromcompetitors offering

o Maturity RemindReminder advertising, Salespromotion (coupons)

o Decline Cut budget

3. Product Characteristics

o Complexity How much information must becommunicated? The more complex themessage, the greater the need to use personal

selling.o RiskGreater risk, greater need for personal

selling

4. Stages of Buying Decision, in many cases the finalresponse sought are purchase, but purchase is theresult of a long process of consumer decisionmaking. Need to know where the target audiencenow stands (in the process), and what state they

need to be moved to.

Adoption Process

o Not Aware--Advertising/Publicity

o Aware--no knowledge Advertising/Publicity

o Interest--how do they feel? Personal

Selling/Sales Promotion/Advertisingo Evaluation--should they try? sales

promotion/personal selling


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o

o Trial--test drive/sales promotion

o Adoption--do they purchase?Reminder/reinforce--advertising

Communication programs goal must lead consumersto take the final step.

5. Channel Strategies-Push Vs Pull Policy

o Push-promotes product only to the next

institutions down the marketing channel.Stresses personal selling, can use salespromotions and advertising used inconjunction.

o Pull-promotes directly to consumers, intentionis to create a strong consumer demand,primarily advertising and sales promotion.Since consumers are persuaded to seekproducts in retail stores, retailers will in turn goto wholesalers etc (use channels overhead)


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PRODUCT


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DEFENITON:

A product is anything that can be offered to a marketthat might satisfy a need or want. It could be tangiblegood, service, person, place, organization or idea.

In marketing, a product is anything that can be offeredto a market that might satisfy a want or need. It is thecomplete bundle of benefits or satisfactions that buyersperceive they will obtain if they purchase the product. It

is the sum of all physical, psychological, symbolic andservice attributes.

A product is a bundle of attributes (features, functions,benefits, & uses) capable of exchange or use; usually amix of tangible and intangible forms.


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RELIA N CE U SB FOR N ET-

CONNECTION

Connectivity:

Wireless internet access across 5300 towns and 3lakh villages.

Internet browsing and download speed upto 153.6kbps.

Compatible with Windows 2000 and WindowsXP.

Voice and SMS Compatible:

Make and receive voice calls Send and receive SMS upto 1000 characters Store 1000 contacts in your phone book


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Specifications:

Item Description

Protocol CDMA2000 1X RTT

workingfrequency

824MHz ~ 849MHz/869MHz ~894MHz Uplink/Downlink

Dimensions 84 mm (D) x 42 mm (W) x 12 mm

(H)Weight About 32 g

Receiversensitivity

Better than -104dBm

Powerconsumption

1.5W

Power supply 5V/500ma, from USB


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RELIANCE DATA CARD

(PCM CIA ) FOR N ET-CONNECTION

CONNECTIVITY:

Uninterrupted high-speed wireless Internet

connectivity, across 10000 towns, 3 lakhvillages and growing.

Better surfing speeds, with download speeds upto 144 kbps.

High download speed of heavy emailattachments

One-time installation of the dial-up softwarewithout the need to change the dial-up

configuration. Hassle-free connection

o Connect instantly (No line busy / waitingtone)

o Easy to remember username / password(your phone / card number)


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Enables a user to surf the Internet without beingtied down to a landline from any location your

bedroom, drawing room, hotel room, office,outdoors or on the move in a car, train or bus.

Voice and SMS Compatible:

Make and receive voice calls

Send and receive SMS upto 1000 characters Store 1000 contacts in your phone book

PLANS FOR USB & PCMCIA:

The tariff is inclusive of all charges (the ISPcharge as well as the Telecom connectivity

charge). No need for an external or internal modem. No need for an ISP account. No need for a separate landline connection. One free e-mail account (with a 10 MB mailbox)

and 2 MB of web space A choice of prepaid and postpaid options to suit

your usage needs Use of data cards to make voice calls and send

SMS


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PLANS


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RELIANCE NETCONNECT

TARIFF PLANS FOR DATA CARD

&USB MODEM

1. Time Based Plans2. Data Based Plans

Time Based Plans

Post paid plans Freedom@ night

Swift40

Swift72

Swift100

Swift180

Internet TariffMonthly charge 400 400 650 900 1500

Bundled hours/monthPeak hours

(6 am to 10 pm)Rs.50p/

min.20

hours36

hours50

hours90

hoursOff peak hours(10 pm to 6 am)

Unlimited

20hours

36hours

50hours

90hours

Additionalusage rate

N.A. Rs.50p/min.

Rs.50p/min.

Rs.50p/min.

Rs.50p/min.

Free E-mailaccount

10 MB 10 MB 10 MB 10 MB 10 MB

Free web space 2 MB 2 MB 2 MB 2 MB 2 MBVoice & SMS Tariff

FreeSMS/month

Nil Nil 100per

Month

100per

month

100per

month


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Data Based Plans

Post paid plans Freedom Freedom Plus PlatinumInternet Tariff

Monthly charge 650 900 1500Bundled data

Exchange/month1 GB 1.5 GB Unlimited

Additional usagerate

Rs. 2/MB Rs. 2/MB N.A.

Free E-mailaccount 10 MB 10 MB 10 MB

Free web space 2 MB 2 MB 2 MBVoice & SMS Tariff

Free SMS/month 100 100 100

PREPAID PLANS

GSK Value Validity Talk time

Rs.99 7 days Rs.10Rs.220 6 months Rs.10Rs.375 1 year Rs.10Rs.660 2 year Rs.10

Usage rate for internet access- 30p between 10pm to 6 am & 60p between 6 am to 10 pm


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CON N ECTIV ITY :

Blazing speed. Low Latency. Globally

accessible.

Reliance Data Center facilities are built around ahigh capacity, redundant network backbone that

connects to the world. Accessibility is further scaledthrough a range of interconnect and peeringrelationships with other providers in Indian andacross the world and by keeping the facilities "CarrierNeutral".

Global Internet accessibilityAccessible within minimum hops from over

485+ international Internet Service Providers (ISPs)with extensive private peering relationships in 4continents at more than 20 Internet exchanges

Shortest path routingAccessible on shortest paths from other

major domestic Indian ISPs with direct privatepeering relationships as well as peering at variouspoints of NIXI, the public Internet Exchange inIndia.


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Pan-India wirelessAccessible on Reliance's MPLS IP VPNnetwork from all major cities across the country.

Carrier neutral network accessCarrier-neutral data center facility,

accessible through public Internet as well asprivate corporate lease, VPN, V-Sat, Dial-up andWireless networks. Multiple domestic andinternational carriers / ISP termination at RelianceData Center.

VSAT/Radio link accessibility

Ample provisioning of rooftop / groundspace at data centers for installing VSAT earthstations / terminals.

InterconnectionsAll Reliance Data Centers are

interconnected to each other through multipleredundant STM-4 links on Reliance's fibre optic

backboneFibre and Cat 6 cabling up to customer's

racks and cabinets within the Data Center.


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DATACOLLECTION

M ETH OD


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DATA COLLECTION METHOD:

Data collected can be of two types: Primary Data

Secondary Data

PRIMARY DATA:All the data which are collected personally and which

have not been used earlier by any one for any purpose are

called Primary Data.

SECONDARY DATA:All the data which are collected from the company or

companys websites and which have been used earlier bysome one for any purpose are called Secondary Data.It can be collected by two sources:

Internal Sources

External Sources

INTERNAL SOURCES:These sources are sales invoices and account

records.

EXTERNAL SOURCES:

These are government reports, trade associationdata, data published and collected by syndicated services.


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M A RK ET SH A RE


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Data card share in market

Reliance

75%

Other GSM

operators

10%

TATA

15%

Reliance TATA Other GSM operators


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SW OT A N ALYSIS


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SW OT A N A LY SIS FOR D A TA

CARD OF RELIANCE

STRENGTH: Reliable and quality product

Good network

Already stabled product in market with a brandname

First for Data Card in market Available resources and capital

Financial stability

Capable leadership

Vision oriented culture

Accountable in all facts in its operation

WEAKNESS: Weak in after sale service in comparison of other

telecom services

Weak in handling complains of customers

Weak in providing good tariff schemes

Lack of transparency

Weak in full disclosure in all dealings


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OPPORTUNITY:

Growth oriented consumer market India is becoming the important activity center for

net connection/ net based services

Growing in Data Card market

THREATS: Regional players strong in their States (like BSNL

in U.P.)

Big market share of Airtel

Good tariff schemes by other telecom services

Market pressure from other small telecom servicesproviding last miles services.


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RECOM M EN D A TION


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RECOM M EN DA TION

While studying and analyzing the promotion process ofData Card of Reliance , we have come across thefollowing soft points that can be improved upon so as toensure upon the best possible of available resources andto optimize the sales of Reliance Data Card.

The price of Data Card is high as compared to othertelecom services, because of very high pricescustomers prefer other telecom services. So, theprice of Data Cards should be low for more sales.

Company should do more efforts in services tocustomers, mainly after sale services.

Company should use more tariff plans, especiallyfor students because they are the main consumer ofData Cards.

Company should do more planning before doingpromotion of launching new schemes.

Company should provide customers easier ways ofactivation and installation of devices.

For activation of new connection company shoulddo all documentation easier and faster for theconvenience of customers.

Training and guidance should be full and proper.


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CON CLUSION


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CON CLU SIONAfter going through the full analysis of the project I findthe following conclusions:

My experience with reliance was good. It teach memany things as how to talk to customers and how tolisten their problems and take actions for that, the

strategies of sales and promotions.

As reliance communication has set up a very largeinfrastructure so it enhanced my skills with technicalapproach.

For this project I have talked to many people and bythis I have gained experience and confidence to face so

many people.

As promotion of any product is not easy. While insales of any product all the 4 Ps of Marketing Mix isused equally (Product, Price, Place, Promotion) and so Ihave used all the 4 Ps for sales and it gives success inmy project.


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QU ESTION N A IRE


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QU ESTION N A IRE OFCU STOM ER

1. Name of consumer 2. Address

3. Telephone no. 4. Occupation

a. Service b. Business c. Studentd. Professional e. Any other

5. Qualificationa. Below High School b. Below Graduationc. Post Graduation d. Professional education

6. Family Income

a. Below 10,000 b. 10,000-15,000c.15,000-20,000 c. Above 20,000

7. Having Laptop or Computer?

8. Want Net connection?a. Yes b. No

9. How much you can spend monthly for netconnection?

a. Below 400 b. 400-600c. 600-900 c. 900 and above

10.When did you buy the Laptop?a. With in 15 days b. With in a month


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11.Which Laptop you are having?a. Acer b. Compaq c. H.P.d. Toshiba e. HCL f. Sony

12. Which brand they would prefer for net connection?a. Airtel b. Reliance c. Tata Indicom

13. Used Reliance Services before?a. Yes b. No

14. If yes, then are you satisfied with the services?..

15. Any suggestions and recommendation forReliance?..


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BIBLOGRAPH Y


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BIBLIOGRAPHY

WEBSITES: www.Reliancecommunication.com

www.google.com

www.altavista.com

BOOKS PREFFERED:

Marketing Management- Philip Kotler

ARIDHAM CHOUDHARY, 4Ps
http://www.reliancecommunication.com/http://www.google.com/http://www.altavista.com/http://www.altavista.com/http://www.google.com/http://www.reliancecommunication.com/

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