my reliance

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A

PROJECT REPORT

ON

Of Reliance communication in Kolkata region

Submitted in Partial Fulfilment of the Requirement for

Master of Business Administration

(2009-2011)

Submitted to: Submitted by:

Mr. SomnathChaterjee

(Faculty of Management)

Abhishek Kumar

MBA III Sem.

Roll No.: 9902

BENGAL COLLEGE OF ENGINEERING AND TECHNOLOGY

Sahid Sukumar Sarani, Bidhannagar, Durgapur-713212, W.B. (India)
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PREFACE

A project is a scientific and systematic study of real issues on a problem with

the application of management concept and skills. The study can deal with

small or big issues in any division of an organization. It can be case study where

a problem has been dealt with, through the process of management. The

essential equipment of a project is that, it should contain scientific collection of

data, analysis and interpretation of data leading to valid conclusion. There are

number of forces that make marketing an endlessly changing activity. The

constantly active sociological, psychological and political environment may

represent the uncontrollable marketing factors. To understanding these factors

in better way marketing research is of atmost importance.

This project report has been completed in partial fulfilment of my Management

Program, Master of Business Administration in the RELIANCE

COMMUNICATION. The topic of my project was Market gap and

potential. of Reliance communication in Kolkata region.

With such large population and the untapped market of populations telecom

happens to be very big opportunity in India. Today it stands as a business

growing at the rate of 14-15 percent annually. It adds about 1 percent to thecountrys GDP.There is an indicator that growth potential for the telecom sector

is immense in India.


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CONTENTS

OBJECTIVE

ACKNOWLEDGEMENT

EXECUTIVE SUMMARY

PROJECT OBJECTIVE

Section 1: INDUSTRY PROFILE

1)Overview & Historical Perspective2)Telecom Sector Reforms in India3)Indian telecom Industry

Regulatory Body : TRAI

Section 2: COMPANYS PROFILE

1) Introduction

2) Subsidiary & Associate Business

RELIANCE COMMUNICATION

1) Introduction

2) Key Personnel

3) Organisational set up

4) Current Scenario


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Section 3: MAIN STUDIES

1)Introduction to the Topic2)Product & Sales Procedure3)The problem being faced4)What does company expect to do by solving the

problem

Section 4: RESEARCH METHODOLOGY

1)Job profile2)Research design3)Sample size4)Research tool and questionnaire5)Action plan6)Major problem faced7)Data analysis

Section 5: DATA ANALYSIS AND FINDINGS

.SWOT Analysis of Industry

Section 6: CONCLUSIONS & RECOMMENDATIONS

APPENDICES

1) Questionnaire Section

2) Glossary

3) Bibliography


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Acknowledgement


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ACKNOWLEDGEMENT

It is a great pleasure to have this opportunity for the preparation of this thesis. I

have learned a lot and really enjoyed while working on this thesis. I would like

to sincerely thank all those who helped me with their valuable support during

the enter process of the learning. This has given me a good insight to know how

companies work with their retail customer and also advertisement of their

product.

Firstly, I would like to thank my supervisor Mr.Somnath sir for helping me

through this time and giving me a lot of help and good comments from Bengal

college of Engineering and Technology.

Secondly, I wish to acknowledge my special thanks to Mr. Ashish Mishra who

gave time to answer all of my questions and made this work possible. I would

also like to thankMrs. Rajani Banerjee, Mr. Dipendu Das,Mr. Biplab Das,

and his team members who helped me to collect the data for preparing this

project.

Last but not least, I would especially like to thank my family and friend for their

sincere interest in my work and their moral support. Finally, above all I thank

God for His guidance.

ABHISHEK KUMAR


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DECLARATION

I, ABHISHEK KUMAR a student of MBA from BENGAL COLLEGE OF

ENGINEERING & TECHNOLOGY, DURGAPUR (Approved by AICTE

and Affiliated to WBUT, Kolkata) do hereby declare that the project report

entitled MARKET GAP AND POTENTIAL of Reliance communication in

Kolkata region, has been submitted by me as a requirement for the award of

degree of MASTEROF BUSINESS ADMINISTRATION training period was

from 19th

Juneto 17th

August, 2010.

The summer training project on this marketing title was done under the

guidance of Mr. Ashish mishra, Reliance communication is the original work

done by Abhishek Kumar, a student of Bengal college of Engineering and

Technology. This is the property of Institute & use of this report without prior

permission of the Institute will be considered illegal & actionable.

Date:-

Place: DURGAPUR

ABHISHEK KUMAR


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Executive Summary


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EXECUTIVE SUMMARY

In each and every management training scheme, there is a provision for real

time job experience within the academic time period. Some where it is called as

summer training, Corporate Interaction or Corporate Training. The purpose of

this training is to introduce the student as a professional in the corporate arena.

Student take theoretical knowledge in their classrooms but in this training

period they utilize and see the implementation of this knowledge. It is well said

phrase that nothing is much practical than a good theory but on the same hand

we cannot deny that practical is better than theory. We can say both the

phrases are not opposing each other but they are complementary to each other.

Experiencing both in a good and dedication manner really pays a lot in ones

professional career.

In the field of marketing the scenario is no exception. Field exposure is very

much necessary for a student of marketing too. In this stream of business the

application of theory is very frequent. From consumer behaviour to consumer

satisfaction all the theory can be experienced in a day spend in the field of

marketing. Marketing is now diversified that it can be done by cell phone or

internet. But experience the real marketing tact is possible in the marketing of

telecom industry.

I therefore tried to complete my summer training from any telecommunication

company. With my honest efforts and some great luck I got a chance to

complete my summer training from RELIANCE COMMUNICATION,

Kolkata.


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This report on Reliance communication is done to find out certain objectives

regarding the strategic approach adopted by Reliance to stand strongly in the

competitive telecom market as well as to find out the gap existing in their

market.

The outcomes of these models are properly analyzed to find out the various

aspects like companies position and competitors position in the market. This

report on Reliance not just give description about the company but its also talk

about the various marketing strategy adopted by the company. SWOT analysis

of Reliance finds out the weak points of the company and to find out the way to

overcome this problem.


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PROJECT OBJECTIVES

The Indian communication scenario has transformed into a multiplayer, multi

product market with varied market size and segment. Within the basic phone

service the value chain has split into domestic/local calls, long distance players,

and international long distance players. Apart from having to cope with change

in structure and culture (government to corporate), Reliance has to gear itself to

meet competition in various segment Basic Service, Long Distance (LD),

International Long Distance (ILD) and Value Added Service (VAS). It has

forayed into mobile service provision as well.

Object of study are:

To enhance distribution channel through generating new retail

outlet.

To study the preference of customer among different telecom

company.

Brand awareness of various private telecom companies.

Quality of service provided by company and satisfaction level.

What marketing strategies Reliance is implementing to defend and

increase its marketing share.

To find who are the competitors of the Reliance and the market

share of the competitors and what strategies it is implementing to

beat its competitors.

To find out how Reliance react to the technology change in the

communication sector.


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SECTION- 1


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A

JOURNEY FROM

TO

Everyone knows that the first telephone was invented by Alexander Graham

Bell in March 1876.This is the root of modern era telecommunication.

This invention may not garnered much attention, in which low expectations Bellsays, but it was the Centennial Exhibition in Philadelphia, where the Emperor

Dom Pedro de Alcantara of Brazil took note of this invention of human origin

rather interesting. It had to be amazed Bell profound creativity, which reflects in

his work phone.

In the early days, the phone was just considered a luxury of life rather than raw

materials. It gained popularity as an essential instrument of communication at a

time when many government offices and businesses began to use it.

During 1880, when the metal circuits were introduced, it took the long distance

communication. However, since a decade, its use has been limited to a certain

class those who afford to pay heavy costs for it. Until 1890, with the emergence

of the party line, it became convenientfor people living in rural areas, especiallyto split the cost of the line used by many.
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Prior to 1891, calls were made by operators of exchange. In 1927, when the first

transatlantic telephone call was made using radio waves. It 'been all time of the

First and Second World War, when the phone was a great period of

development, all thanks to the enormous expenditure incurred by the Ministry

of Defence to ensure secure communications anywhere. These series of

progress has led to the creation of the first mobile phone system that easily

connects to the phone in vehicles that use radio waves.

In 1960, transatlantic cables were introduced to facilitate the resolution of

international calls.

However, there was more to see in the history of telephones in 1962, when the

first satellite was launched Telstar phone. Telstar is a joint venture between Bell

and NASA for brining in a more advanced form of communication. The road is

open for satellites in geostationary orbit to be used to make long distance calls

without relying directly on the cable lines, not to mention the suffering due to

damage and repair cable recurrent pain.

Fiber optic cables have been then for first time in 1977. In the mid-80s, the fiber

optic cable has taken precedence over other methods of telephone transmission;

it could facilitate greater number of calls for less interference from his

predecessor methods. You can transmit information more quickly to other

sectors and strongly opposes any lightning mishaps in particular. In short, it

offered a range of benefits and safer than other ways. Because of the

advantages, these fiber optic cables have also begun to be used even for

computers.


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After the U.S. government has eased regulations on telephone service, AT &T

got together to tackle stiff competition from MCI, Sprint and many other local

firms. The road is open for fiber optic lines to be used extensively in all areas,

even begun to be used for natural gas pipelines and railways.

It 'was in 1973 when Dr. Martin Cooper belonging to Motorola Corporation

created the first mobile phone, call using a mobile device, namely Dyna-Tac.

After completing a successful test it was introduced for the New York Public. It

'was in 1977 when the phone has become popular among the people. Initially

established patterns seemed slightly larger and are used by those who were used

to keep in touch with two-way radio communication mode. At that time, we

could not imagine that it would be used by everyone. Cell phones work with

small "cells" for the range of services, increase ease of management more calls.

Mobile phones were allowed to participate in a greater number of calls at a time

in a region.

R E L I A N C E
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Telecom Sector Reforms

Important milestones in the telecom journey in India:

1854: A separate regular department was open to public. DR.O.shaughnessy

was first superintendent of electric telegraph in India.

1914: Postal department and telegraph department were amalgamated.

1950: 196 telephone exchange were establish with 13362 line and 11296

connection

1985: First mobile telephone service was introduced in Delhi on commercial

basis.

1986: MTNL was created

1989: Telecom commission was constituted

1992: Telecommunication sector in India liberalized to bridge the gap through

government spending & to provide additional resources for the nations telecom

target. Private sector allowed participating.

1993: The telecom industry gets an annual foreign investment Rs 20.6 million

1994: License for providing cellular mobile services granted by the government

of India for the Metropolitan cites of Delhi, Mumbai, Kolkata & Chennai.

Cellular mobile service to be duopoly (i.e. not more than two cellular mobile

operators could be licensed in each telecom circle), under a fixed license fee

regime for 10 years.

1994: India was divided in to 20 telecom circle and presently it is 23 categorises

as A, B, C.

1994: National telecom policy was introduced and sector was opened for

private player also.


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1995: 19 more telecom circles get mobile licenses.

1995 (August): Kolkata became the first metro to have a cellular network

1995: GSM was introduced in India.

1996: Tata teleservices was1st to launches the CDMA mobile services in India.

1997: TRAI was formed

1998: Annual foreign investment in telecom stands at Rs 17,756.4 million

1999: FDI inflow into telecom sector falls by almost 90% to Rs. 2126.7 million

1999: Tariff rebalancing exercise gets initiated

1999(March):National Telecom Policy is announced

2000(June): FDI inflow drops further down to Rs 918 million coming

2000(January): Amendment of TRAI Act.

2000: On 1st

Oct, BSNL was created to operate service in different part ofcountry.

HISTORIC MOMENT: --- First cell phone call was made by mobile Net joint

venture between Telstra (Australia) & B.K modi group. First call was made by

JYOTI BASU.


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REGULATORY BODY

TRAIThe Telecom Regulatory Authority of India or TRAI (established 1997) is theindependentregulatorestablished by theGovernment of Indiato regulate

thetelecommunicationsbusiness inIndia.[1]

The Telecom Regulatory Authority of India Act, 1997, as amended vide theTelecom Regulatory Authority of India (Amendment) Act, 2000, specifies thatthe Authority shall consist of a Chairperson and not more than two whole-timeMembers and not more than two part-time Members. The Chairperson andMembers of the Authority are as follows:

Dr. J. S. Sarma Chairperson

Shri R. Ashok Member

Vacant Member

Prof. H.S. Jamadagni Part-time Member

Vacant Part-time Member

TRAI's mission is to create and nurture conditions for growth oftelecommunications in the country in a manner and at a pace which will enableIndia to play a leading role in emerging global information society.

One of the main objectives of TRAI is to provide a fair and transparent policy

environment which promotes a level playing field and facilitates faircompetition.

In pursuance of above objective TRAI has issued from time to time a largenumber of regulations, orders and directives to deal with issues coming beforeit and provided the required direction to the evolution of Indian telecom marketfrom a Government owned monopoly to a multi operator multi service opencompetitive market.

The directions, orders and regulations issued cover a wide range of subjectsincluding tariff, interconnection and quality of service as well as governance.
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SECTION 2


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Reliance Group

Looking back, looking forward :-

RelianceAnil Dhirubhai Ambani Group (ADA), an offshoot of the Reliance

Group founded by Shri Dhirubhai H Ambani (1932-2002), ranks among Indias

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 ADA Groups flagship company, Reliance Communications, is

India's largest private sector information and Communications Company, with

over 100 million subscribers. It has established a pan-India, high-capacity,

integrated (wireless and wire line), convergent (voice, data and video) digital

network, to offer services spanning the entire infocomm value chain.


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Other major group companies Reliance Capital and Reliance Infrastructure

are widely acknowledged as the market leaders in their respective areas of

operation.

The various companies under ADA flagship are:-
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FOUNDER

Few men in history have made as

dramatic a contribution to theircountrys economic fortunes as did the founder

of Reliance, Sh. Dhirubhai H Ambani.

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 Indias capital markets, and the

champion of shareholder interest. is more enduring and timeless

But the role Dhirubhai cherished most was perhaps that of Indias greatest

wealth creator. In one lifetime, he built, starting from the proverbial scratch,

Indias 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 colossusan

achievement which earned Reliance a place on the global Fortune 500 list, the

first ever Indian private company to do so.


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Dhirubhai is widely regarded as the father of Indias capital markets. In 1977,

when Reliance Textile Industries Limited first went public, the Indian stock

market was a place patronised by a small club of elite investors which dabbled

in a handful of stocks.

Undaunted, Dhirubhai managed to convince a large number of first-time retail

investors to participate in the unfolding Reliance story and put their hard-earned

money in the Reliance Textile IPO, promising them, in exchange for their trust,

substantial return on their investments. It was to be the start of one of great

stories of mutual respect and reciprocal gain in the Indian markets.

Under Dhirubhais extraordinary vision and leadership, Reliance scripted one of

the greatest growth stories in corporate history anywhere in the world, and went

on to become Indias largest private sector enterprise.

Throughout 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

worlds largest shareholder families.


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

enable millions of India's knowledge workers to deliver their best.

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.
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Regarded as one of the foremost corporate leaders of contemporary India, Shri

Anil D Ambani, 50, is the chairman of all listed companies of the Reliance

ADA Group, namely, Reliance Communications, Reliance Capital, Reliance

Energy and Reliance Natural Resources limited.

He is also Chairman of the Board of Governors of Dhirubhai Ambani Institute

of Information and Communication Technology, Gandhi Nagar, Gujarat.

Till recently, he also held the post of Vice Chairman and Managing Director of

Reliance Industries Limited (RIL), Indias largest private sector enterprise.

He is credited with having pioneered a number of path-breaking financial

innovations in the Indian capital markets. He spearheaded the countrys first

forays into the overseas capital markets with international public offerings of

global depositary receipts, convertibles and bonds. Starting in 1991, he directed

Reliance Industries in its efforts to raise over US$ 2 billion. He also steered the

100-year Yankee bond issue for the company in January 1997.

Chairman's Profile


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He is a member of:

Wharton Board of Overseers, The Wharton School, USA

Central Advisory Committee, Central Electricity Regulatory Commission

Board of Governors, Indian Institute of Management, 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 Rajyasabha, Upper House of Indias Parliament aposition he chose to resign

voluntarily on March 25, 2006.

Awards and Achievements:

Conferred the CEO of the Year 2004 in the Platts Global Energy

Awards

Rated as one of Indias Most Admired CEOs for the sixth consecutive

year in the Business BaronsTNS Mode opinion poll, 2004

Conferred The Entrepreneur of the Decade Award by the Bombay

Management Association, October 2002

Awarded the First Wharton Indian Alumni Award by the Wharton India

Economic Forum (WIEF) in recognition of his contribution to the

establishment of Reliance as a global leader in many of its business areas,

December 2001

Selected by Asia week magazine for its list of Leaders of the Millennium

in Business and Finance and was introduced as the only new hero in

Business and Finance from India, June 1999


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Why Reliance Communication

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, and SOHOs

Yet there is a difference

RCOM has....

Network reach

o Over 800 global, regional and domestic carriers

o Over 2,100 Indian and Multinational corporations


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o Providers of cutting edge connectivity to over 850 of top 1000 companies in

India.

o Connecting 2.5 million individual overseas customers

o 190,000 kms of fibre optic connecting over 1 million building across 44

cities with over 1.4 million access lines

o 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

one control.

Integrated global player in true sense

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

a mobile connection to broadband to International leased circuit.
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Shri Anil D. Ambani - Chairman :- Promoter, Non executive and Non

independent director

Prof J. Ramachandran: -Independent director

Shri S P Talwar: -Independent director

Shri Deepak shourie: - Independent director

Shri A.K.Purwar:-Independent director

Board of Directors
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Organisational set up

Chairman

President President President

(Personal business) (Enterprises business) (Homebusiness)

Senior V.P

V.P

G.M

D.G.M

A.G.M

Senior Manager

Manager

Deputy Manager

Asst Manager

Management Trainee


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AN OVERVIEW OF CURRENT MARKET SCENARIO

Reliance Communications (formerly Reliance Communications Ventures) is

one of India's largest providers of integrated communications services. The

company has more than 100 million customers and serves individual

consumers, enterprises, and carriers, providing wireless, wire line, long

distance, voice, data, and internet communications services through a number of

operating subsidiaries. The company sells communications and digital

entertainment products and services through its chain of Reliance Web World

retail outlets.

The company's Reliance Infocomm subsidiary provides wireless

communications services throughout India. Reliance Communications is part of

the Reliance - Anil Dhirubhai Ambani Group.

The current network expansion undertaken by Reliance is the largest wireless

network expansion undertaken by any operator across the world.

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 Dhirubhais 70th birthday, though sadly after his unexpected

demise on 6 July 2002.

Reliance Communications has a reliable, high-capacity, integrated (both

wireless and wire line) and convergent (voice, data and video) digital network.

It is capable of delivering a range of services spanning the entire infocomm

(information and communication) value chain, including infrastructure and

services.


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The major competitors of reliance communication in todays market are as

follow: ---

RELIANCE

MTS

BSNL

TATA

DOCOMO

AIRCEL

VODAFONE

IDEA

AIRTEL

UNINORN


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SECTION 3


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Introduction of Topic

The topic which was assigned to me was the Market gap and potential of the

reliance communication. Market gap analysis focuses on using a systematic

research approach to discover and uncover sales opportunities where market

demand is greater than supply. It is mainly used in business to consumer (B2C)

market.

It help firm in identifying, quantity and select business market segment

that are currently under serviced.

It is proactive approach to meet identified market demand.

The goal of gap analysis is to identify the gap between the optimized

allocation and integration of the inputs, and the current level of

allocation.

Market Research focuses on the investigation and analysis of known

business model while Market Gap analysis helps in identify the new

markets where demand is greater than supply.

When Should A Firm Use Market Gap Analysis?

A Market Gap Analysis should be used when the firm is:

o Looking to forecast and confirm demand for an existing product or

service;

o Seeking to enter a new business vertical or industry;

o Trying to decide on the investment needed to expand a department;

o Seeking to merge or acquire another firm; or

o Deciding to launch a new product or service department or business.
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It Is Not What You Sell That Determines Your Success

It Is What Prospects Will Buy!

Gap can be of mainly of three types:-

1) Usage Gap2) Product Gap3) Competitive Gap Usage gap

This is the gap between the total potential of the market and the actual current

usage by all the consumers in the market. Clearly two figures are needed for this

calculation:

market potential

existing usage

Current industrial potential

The 'usage gap' is thus:

Usage gap = market potentialexisting usage

Product gap

The product gap can also be described as the segment or positioning gap. It

represents that part of the market in which the individual organization is

excluded because of product or service characteristics. This may have come

about because the market has been segmented and the organization does not

have offerings in some segments. The product gap is probably the main element

of the planning gap.


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Competitive gap

What is left represents the gap resulting from the competitive performance. This

competitive gap is the share of business achieved among similar products, sold

in the same market segment and with similar distribution pattern. The

competitive gap represents the effects of factors such as price and promotion

both the absolute level and the effectiveness of its messages. It is what

marketing is popularly supposed to be about.

Product & Sales Procedure of reliance

Reliance Base Phone

Reliance Mobile

Reliance Data Card

Reliance Voucher

E-Recharge

Reliance PCO

Reliance Broad Band


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DISTRIBUTION SYSTEM USED BY RCOM:

RCOM

Reliance mobile store (RMS) DistributorOr FOBO

Through DSR/FOS

Retailer

CUSTOMER


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The problem being faced:-

Lack of communication between retailers and distributor.

Lack of improper distribution channel.

Not regular visit of DSE and Runner.

All retailers are not aware of new scheme of RCOM.

Lack of sales promotion and advertisement.

Retailer doesnt get claim at proper time.

No regular visit of TSM or any other officeperson to the retailers shop.

What does company expect to o by solving theproblem

Customer Satisfaction.

Retailer Satisfaction.

Increase in Sale.

Sales Promotion.

Establish a proper Distribution Channel.


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Research problem

Collection of Data of othercompanies Tata indicom, Airtel ,BSNL

Retailers some time gives wrong data

Limitation of time and money

Reasearch objective

To know the demand of Rcom bundle offer along with LGRD3000 and 6100 as Ill as the demand of Rcom Bac

SECTION- 4


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RESEARCH METHODOLOGY:--

D.1 JOB PROFILE

Working in RELIANCE COMMIUNICATION was of a very good learning

experience for me. I learned a lot from my senior. He taught me different

aspects of corporate world and how to make the sales effective. He made sure

that I put in my best efforts and gave me the deep insight of telecom sector.From the very beginning he told me that he wont provide me with any kind of

help and databases, so that I put my efforts and generate my own ideas and

complete my work in the given time.

During my training I interacted with various retailers who were very much

unknown to me and in the nascent stages I was having a little bit of hitch but

later on I started enjoying while interacting with them.

D.2 RESEARCH DESIGN:

The research design applied here was exploratory research and descriptive

research.

Exploratory Research is one in which we dont know about the problem, we

have to find about the problem and then work on solving the problem. Whereas

in case of descriptive research, we know the problem, we just have to find the

solution to the problem. Generally descriptive research design is applied after

exploratory research design. As in first case we tried to find out the problem

area, as in initially there was problem in pitching the right thing to the retailer.

Once the problem was known, then descriptive research was applied as to what


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benefits and extra thing could be given to retailers so as to attract them to do our

business.

D.3 SAMPLE SIZE:

To complete the research, the questionnaire was filled by 350 (Three hundred

fifty) retailers.

D.4 RESEARCH TOOL AND QUESTIONNAIRE

Research tool:

In this project we have used primary data as well as secondary data. Primary

data is one in which we find out the raw data through directly contacting the

people and asking them to fill in the questionnaire and through some activities.

And secondary data is collected by using the contacts which are already

available. Primary data is applied as we have used the questionnaire and

through marketing activities, secondary data has been used in form of yellow

pages, various personal contacts.

Questionnaire:

Questionnaire contains around fifteen questions by which the information aboutthe retailer and their work is gathered. The questions helps in knowing what

kind of difficulties do they face in meeting the customers needs and how much

the company helps them to achieve it.

D.5 ACTION PLAN

The target given to me was to find out those retail outlet who dont perform any


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business with reliance and with the guidance and motivation of my sales

development Manager I was able to do that.

D.6 MAJOR PROBLEMS FACED

Some retailers, even if they are not interested, they directly dont say

NO rather they linger on and tell to come on other time.

Some of the retailers dont even listen to anything and straight away say

NO they dont even give the chance to say what one wants to ; most of

these men were very small outlet who think talking to me is not of any

use.

I find difficulty in interacting with people due to some language problem

and negative responses that made me demoralized sometimes.

The other difficulty was that sometimes the retailer was ready to start

business with RCOM but regularity of salesman visit becomes the

problem.

I also faced difficulty in traveling to different areas of Kolkata to meet the

retailers as I am new to the city.

The difficulty was to maintain a continuous level of self-motivation

because I was giving my best shot but results were not coming.

D.7 DATA ANALYSIS

The whole project work of 8 weeks gave an understanding that today

telecommunication has became the need of the general mass. So to sell the

telecom product is not a tough job. But it requires a planned strategy and better

implementation of those. The product must offer best because it is a very tough


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market. Telecom sector has a huge potential in India to grow, keeping in mind

the huge unexplored market in India and increasing per capita income of the

country. People today are living far from their family member and they want to

be always connected. These all reason makes it a growing industry.

Private players in the market have really revolutionized the telecom industry by

providing immaculate services, unique offers, great distributions channels and

greater awareness through advertisement.

The real difference today lies in how much the customers are aware of the brand

and how much do they have faith on the brand. The distribution channel and

reaching the customer first is also a major aspect to counter the competition.

Major thing is to do marketing at two levels both internal as well as external. In

this business, because the products are almost same for all the companies, thereal edge can be provided if the sales manager of the company themselves have

real faith on their products and integrity of the company. Only a well motivated

and aware sales person can make the great sales.

The other type of marketing is external marketing, which is done for the end

customer of the product and this marketing should also be appropriate providing

the company a great positioning in the minds of the customer.

The study of satisfaction about the services among the retailer and customer

particularly the telecom sector covers data collection through questionnaire and

interview of consumers.

Identify the course of action to solve it. For this purpose the information proved

useful for giving right suggestion to the company.


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SECTION 4

SAMPLE SIZE: 350

Sample was collected on Random Basis


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Data interpretation and Findings:---

The various data interpretation which I have made after visiting the variousoutlets are as follow: ---

1. Age groupTabulating in percentage the age group of customers

Age group Percentage(%)

18-25 25

28-35 47

36-45 22

0

5

10

1520

25

30

35

40

45

50

18-2528-35

36-45Above 45

% Age group Liking

Series 1


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2. Income Level Tabulation

0

5

10

15

20

25

30

35

40

45

80008000-12000

12000-20000>20000

Income Group

Income group Percentage

8000 42

8000-12000 34

12000-20000 18

>20000 6


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3. Availability of Items tabulation

Items in shop Availability (%)

Kit 90%

RCV 75%

E-Recharge 90%

Pocket internet 65%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Kit RCV E-Recharge Pocket internet

Avalibility of items

Series 1


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4. Tabulation of DSR visit

DSR Visit Regularity

Once a week 20%

Twice a week 50%

Thrice a week 25%

Never come 5%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Once a week Twice a week Thrice a week Never come

DSR visit

Series 1


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5. Tabulation of problem faced by retailer

Nature of Problem Percentage

Service problem 35 %

Back hand Claim 20%

Product Availability 30 %

Product Awareness 15 %

0%

5%

10%

15%

20%

25%

30%

35%

Service problem Back hand Claim Product

Availability

Product

Awareness

Problems

Series 1


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6. Satisfaction level of Retailer from different companys distributor

tabulation

Satisfaction from distributor Percentage

Airtel 30 %

Vodafone 28 %

Reliance 15 %Tata Docomo 12 %

Aircel 10 %

Others 5 %

0%

5%

10%

15%

20%

25%

30%

Airtel Vodafone Reliance Tata

docomo

Aircel Others

Satisfaction from distributor

Series 1


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7. Time period to get Claim by Retailers.

Time taken to get claim Percentage

20 days 11 %

30 days 25 %

45 days 15 %

60 days 39 %

0%

5%

10%

15%

20%

25%

30%

35%

40%

20 days 30 days 45 days 60 days

Time taken to get Claim

Series 1


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FINDINGS OF THE PROJ ECT

I mainly covered Central zone of Kolkata region. I visited the retailers and also

interacted with customers. I tried to derive the main reasons behind the market

gap of company and work out on suggestions and recommendation to overcome

those problems.

After visiting nearly 350 outlets, I have found there are some common problems

of retailers, which are as follow:--

The problem is of non-availability of paper recharge voucher.

Every retailer wants that there must be transparency in the claim

giving procedure.

One of the major problems is that of network.

Majority of retailers is asking about 500 mins of free talk time.

It is also found that some DSR dont visit regularly to the retailers.

Many retailers do not get the proper information about various

schemes running on time.

Some shopkeepers require signage and banner.

All the retailers appraised that there must be regular supply of the

companys products.

Also at some places Reliance signage is still hanging in spite of no

transactions with those outlets.

There is lack of advertisement as compare to the other companies

in the market.


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The paths through which company earns revenue are as follow:-

First activation of the Sim.

Tertiary selling of e-recharge.

Company 1 Distributors 2 Retailer 3 Customers.

Primary sell of paper recharge.

Tower used by companies of other service providers

SWOT ANALYSIS

SWOT analysis is a basic, straightforward model that provides direction and

serves as a basis for the development of marketing plans. It accomplishes this

by assessing an organization,

Strengths ---- (what an organization can do)

Weaknesses ---- (what an organization cannot do)

Opportunities---- (potential favourable conditions for an organization) and

Threats ---- (potential unfavourable conditions for an organization).

SWOT analysis is an important step in planning and its value is often

underestimated despite the simplicity in creation.

SWOT analysis can be used to assess:

A company (its position in the market, commercial viability, etc)

A method of sales distribution

Aproduct or brand


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A business idea

A strategic option, such as entering a new market or launching a new product

A opportunity to make an acquisition

A potential partnership

Changing a supplier

Outsourcing a service, activity or resource

An investment opportunity

SWOT ANALYSIS OF RELIANCE COMMUNICATION

Strength

Low Entry Cost

Commission Structure Fast Activation Process

Network Connectivity

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


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SECTION 5


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CONCLUSION:--

1. After visiting nearly 350 outlets. I found that Reliance is not doing a goodjob in market as compare to its competitor. It is clear that reliance is lagging

Airtel and Vodafone in the telecom market.

2. If we compare it with Signage, display material or advertising then alsoReliance is lagging behind especially from Aircel and Vodafone.

3. At this time it is solely depends on the retailer which brand he offers to theconsumer? Although the company has been unable to satisfy the retailers.

The company must take immediate steps in order to resolve its disputes

with these retailers.

4.It was also found that the schemes that are brought up in the market byReliance at regular interval helps in increasing the sales but only for a

limited time period.

5. It was also seen that Reliance is providing some best value added servicesthan its competitor.

6. The sale in age wise section, state that Reliance is favoured by youngergeneration while middle age person prefer to have Airtel or Vodafone.

7. It was also seen that some of the DSR are not giving their full commitmentto the jobs.

8. There is lack of communication between distributor and retailers.


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LIMITATION:--

Findings are based on the views expressed by the retailers. So it may suffer

from biased prejudices.

Weather conditions were not favourable.

Some of the respondents were not co-operative.

The study has not been intended on a very large scale, have the possibilityof errors, which cannot be ruled out.

Time limitations.

Area was specified.

It is extremely difficult to persuade retailer to respond to questionnaire.

The retailer knows us as people from Reliance, there by the responses couldhave been biased.

I had lack of knowledge about the product of the local market.

I had not any idea about routes of the markets.

The company does not provide any financial assistance.

The time allowed for the project was very short (8 weeks). It was impossible

to study deeply in that short period.


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RECOMMENDATIONS:-

1. There must be a two way communication between retailer and distributor.2. Company should appoint competent & honest salesman so that they could

provide schemes to the entire retailers & cover their full route.

3. It is often seen that some salesman do not intimate schemes to the retailer& few of the retailers complained about it. So there should be frequent

visits of Customer Executives to their respective areas to keep the

shopkeepers benefited with various schemes.

4. Delay in starting of salesman from respective distributor point should bechecked & a proper time register should be maintained because many

areas in market get closed in afternoon and retailer cant get goods at

time.

5. Most of the retailers have complained about non-fulfilment ofcommitments regarding their benefits. Company should make sure that

the retailers should get the benefit on time so that they are satisfied.

6. Most of the retailers are complaining about backhand claim. Marketingpersonnel should sort out some solutions to this major problem.

7.

There should be timely availability of Paper recharge vouchers especiallyRs 10.

8. Company should try to give some credit facility to the distributors so thatthey get motivated.

9. Credit facility for retailers should also be provided.10.Proper feedback system should be developed by ensuring regular visits

& check randomly at the various outlets.


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Questionnaire

Annexure

Bibliography


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Steps in the Development of the Survey Instruments

The main instruments required for survey was a welldeveloped questionnaire

The questionnaire development took place in a series of steps as described

below.

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

The Appropriate data collection methods have been

determined

The information required by each objective is being

determined.

Specific Questions/Scale Measurement format is

developed.

Question/Scale Measurements is being evaluated.

Research objectives are being transformed into

information objectives.

The number of information needed is being determined.

The questionnaire and layout is being evaluated.

Revise the questionnaire layout if needed.

Revise the questionnaire layout if needed.

The Questionnaire format is being finalized.

Research objectives are being transformed into

information objectives.


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QUESTIONNAIRE

1. Name of outlet:

2. Address:

3. Contact person with phone number:

4. Type of outlet:

(A) Glossary (B) General store

(C) Eatery (D) other

5. Which has the maximum sale at Present from your outlet?

(A) Airtel (B) Vodafone

(C) Reliance (D) Aircel

6. Whether following things are available?

(A) Kit (B) RCV(C) E-Recharge (D) Pocket Internet

7. Are you interested in selling reliance product?

(A) Yes (B) No

8. What is the frequency of Merchandiser visit?

(A) Once a week (B) Twice a week

(C)Thrice a week (D) None of week

9. What nature of problem you face with Reliance?

(A) Service problem (B) Claim level(C) Product availability (D) Product awareness


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10.Who are the major competitors of RELIANCE?

(A)Airtel (B) Vodafone(C) BSNL (D) Aircel(E) Tata Indicom (F)Tata Docomo

11. Demand of different customer group

Agegroup

Reliance Airtel Vodafone Aircel Others

18-2528-35

36-45

< 45

12. Do you get delivery at time?

(A) Yes (B) No

13. Are you happy with companys distribution channel?

(A) Yes (B) No

14. Do you get benefit of scheme launched by company?

(A) Yes (B) No

15. Is company responsive to your complain?

(A) Yes (B) No

16. If you have any problem then whom you will prefer to talk?

(A) DistributorTeam (B) Sales Manager(C) Zonal Sales Manager

17. How much time is taken by the distributor to reimburse your claims?

(A) 20days (B) 30days

(C) 45days (D) 60days


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18. How do you know newscheme?

Companies SMS Point of

Purchase

Merchan

diser

Aircel

Airtel

Vodafone

Reliance

TataDocomo

19. How much time do you take to activate a SIM?

(A) 10-15 min (B) 15-30 min

(C) 30-60 min (D) Above 60 min

20. From which company distributors you are more satisfied?

(A) Airtel (B) Vodafone(C) Reliance (D) Tata Docomo(E)Aircel (F) Others
http://www.rcom.co.in/Rcom/personal/home/index.htmlhttp://www.rcom.co.in/Rcom/personal/home/index.htmlhttp://www.rcom.co.in/Rcom/personal/home/index.htmlhttp://www.rcom.co.in/Rcom/personal/home/index.htmlhttp://www.rcom.co.in/Rcom/personal/home/index.htmlhttp://www.rcom.co.in/Rcom/personal/home/index.html


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ANNEXTURE

Meaning ofPROJECT :--

The word has great importance in the development of new thing or idea or

technique. The importance of this word becomes specific for the academic

purpose. When the study is about management then it becomes more specific.

Even a single alphabet of this word represents the phase of management-

P- This implies for PLANNING planning gives the frame work of future.

How company will take steps in future. It is a predetermined procedure about

the future work.

R- This implies forRESOURCES or the available means through which we

will go ahead. Recourses have their own rule in the development of any

organization.

O- This implies for OPREATION or the existing adopted sequential

procedure.

J- It means JOINT EFFORTS which directly indicate the co-ordination or

team work which is necessary for the successfully accomplishment of the

project.

E- It means EFFECTIVENESS every aspect of the project should be

effective

C- It means to COLLECT that is to bring together all the relevant things

which are necessary to make any project effective.

T- It implies TECHNIQUES. Without a new development technique an

organization cant compete in this highly changing environment.


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BIBLIOGRAPHY

Books Referred:

Philip, kotler, Marketing Management, 11th

Edition. Beri, G.C., Marketing Research, 3

rdEdition.

C. R. Kothari, Research Methodology.

Website Referred:

www.trai.gov.in

www.aircel.com

www.telecomtalk.info

www.voicendata.com www.projectparadise.com

www.google.com

Magazine:

Voice and Data Business Today
http://www.aircel.com/http://www.aircel.com/http://www.telecomtalk.info/http://www.telecomtalk.info/http://www.voicendata.com/http://www.voicendata.com/http://www.projectparadise.com/http://www.projectparadise.com/http://www.google.com/http://www.google.com/http://www.google.com/http://www.projectparadise.com/http://www.voicendata.com/http://www.telecomtalk.info/http://www.aircel.com/

my reliance

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