Reliance Communications Ltd. (commonly called RCOM) is an Indian Internet access and Telecommunications Company headquartered in Navi Mumbai, India. Reliance Communications is the fourth largest telecom operator in India with 109.80 million subscribers as of April 2015. Established in 2002, it is a subsidiary of Reliance Anil Dhirubhai Ambani Group.

Mobile services

In the 2010 spectrum auctio, Reliance Communications paid ₹ 58642.9 million for spectrum in 13 circles. The circles it will provide 3G in are Mumbai, Kolkata, Punjab, Rajasthan, Madhya Pradesh, West Bangal, Himachal Pradesh, Bihar, Odessa, Assam, North East, and Jammu and Kashmir. RCOM offers 3G services through network sharing in the states where it does not hold license for 3G operations. Reliance provides 3G services in Uttar Pradesh East through Aircel's 3G networks and in Uttar Pradesh West through Tata Docomo's 3G networks and it allows Tata Docomo customers to roam on Reliance's network in Delhi, where Tata Docomo does not operate.

On 25 May 2012, RCom announced a price reduction of 61% on its 3G services . In 2011 Reliance provided up to 28 Mbit/s data rate in India with it MIMO technology. On 31 January 2013, Reliance announced its partnership with lenovo to market co-branded smartphones in India. The smartphones were said to use the Android operating system and have dual-core processors

In August 2014, TRAI rejected a proposal from telecom companies to make messaging application firms share part of their revenue with the carriers or the government. During the ICC Cricket World Cup 2015, Reliance provided free access to Twitter to follow the all action of tournament. On 10 February 2015, Facebook launched Internet.org in India with Reliance Communications. It aims provide to free websites through an app. Only Bing was made available as the search engine.

COMPANY PROFILE

Reliance Group, an offshoot of the Group founded by Shri Dhirubhai H Ambani (1932-2002), ranks among India's top 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 Power Limited and Reliance Infrastructure Limited).

Reliance Group's flagship company, Reliance Communications is India's foremost and truly integrated telecommunications service provider. The Company has a customer base of above 118 million including over 2.6 million individual overseas retail customers. Reliance Communications corporate clientele includes over 39,000 Indian and multinational corporations including small and medium enterprises and over 290 global, regional and domestic carriers.

Reliance Communications has established a pan-India, next generation, integrated (wireless and wireline), convergent (voice, data and video) digital network that is capable of supporting best-of-class services spanning the entire communications value chain, covering over 21,000 cities and towns and over 400,000 villages. Reliance Communications owns and operates the world's largest next generation IP enabled connectivity infrastructure, comprising over 280,000 kilometers of fibre optic cable systems in India, USA, Europe, Middle East and the Asia Pacific region.

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

CHAIRMANS PROFILE

Anil Dhirubhai Ambani

Chairman - Reliance Group

Personal:

Chairman-reliance-group

Anil Dhirubhai Ambani, born on 4th June, 1959, in Mumbai.

He is the younger son of the visionary entrepreneur Shri Dhirubhai Ambani and lives with his mother Kokilaben Dhirubhai Ambani in Mumbai.

Graduated (B.Sc. in Science) from K.C. College, Mumbai University and MBA at Wharton, University of Pennsylvania.

He is married to former actress - Tina Munim and has two sons - Jai Anmol (23 Years) and

Jai Anshul (19 Years).

He has an elder brother Mr. Mukesh Ambani and two younger sisters Mrs. Dipti Salgaocar and

Mrs. Nina Kothari.

Corporate :

Anil Dhirubhai Ambani is one of India's leading business leaders and founder of the Reliance Group; whose constituent business enterprises are engaged in pivotal roles in the ongoing economic transformation of India.

He is the Chairman of the Reliance Group; including, Reliance Communications, Reliance Capital, Reliance Infrastructure, and Reliance Power.

Anil or ADA, as he is often referred to by his colleagues, founded the Reliance Group in 2006 and in less than 10 years, the Reliance Group has built a leadership position in major growth sectors of the Indian economy, including telecommunications, generation, transmission and distribution of renewable and non-renewable sources of power, national road highways, metro rail systems, cement, financial services, education, healthcare, media and entertainment.

VISION OF THE COMPANY

To be amongst the top 3 most valued Indian companies by 2015 leading in providing Information, Communication and Entertainment services Being the industry benchmark in Customer Experience, Employee Centricity and Innovation.

MISSION OF THE COMPANY

To attain global best practices and become a world-class communication service provider - guided by its purpose to move towards greater degree of sophistication and maturity.

To work with vigour, dedication and innovation to achieve excellence in service, quality, reliability, safety and customer care as the ultimate goal.

To earn the trust and confidence of all stakeholders, exceeding their expectations and make the Company a respected household name.

To consistently achieve high growth with the highest levels of productivity.

To be a technology driven, efficient and financially sound organisation.

To contribute towards community development and nation building.

To be a responsible corporate citizen nurturing human values and concern for Society, the environment and above all, the people.

To promote a work culture that fosters individual growth, team spirit and creativity to overcome challenges and attain goals.

To encourage ideas, talent and value systems.

To uphold the guiding principles of trust, integrity and transparency in all aspects of interactions and dealings

BOARD OF DIRECTORS

Shri Anil D. Ambani - Chairman (Promoter, non-executive and non-independent Director)

Prof. J Ramachandran (Independent Director)

Shri Deepak Shourie (Independent Director)

Shri A.K.Purwar (Independent Director)

Shri R. N. Bhardwaj (Independent Director)

Smt. Manjari Kacker (Non-Executive non-independent Director)

Shri Anil D. Ambani

Shri Anil D. Ambani, aged 55 years, is the Chairman of the Company, Reliance Capital Limited, Reliance Infrastructure Limited and Reliance Power Limited. He is also on the board of directors of Reliance Infratel Limited and Reliance Anil Dhirubhai Ambani Group Limited. He is the president of the Dhirubhai Ambani Institute of Information and Communication Technology, Gandhinagar, Gujarat. He is a member of the Stakeholders Relationship Committee, the Nomination / Remuneration Committee, the Employee Stock Option Scheme Compensation Committee ("ESOS Compensation Committee") and the Corporate Social Responsibility ("CSR") Committee of the Company.

With a master's degree from the Wharton School of the University of Pennsylvania, Shri Ambani is credited with having spearheaded the Reliance Group's first forays into the overseas capital markets with international public offerings of global depository receipts, convertibles and bonds.

Shri Ambani has been associated with a number of prestigious academic institutions in India and abroad. He is currently a member of:

Wharton Board of Overseers, The Wharton School, U.S.A.

Executive Board, Indian School of Business (ISB), Hyderabad.

The Prime Minister of India nominated Shri Ambani as the Co-Chair from the Indian side of the India-China CEO Forum in 2011.

Prof. J. Ramachandran

Prof. J. Rama chandran, Director, aged 57 years, is a Professor of Corporate Strategy and Policy at the Indian Institute of Management, Bengaluru. He is a Chartered Accountant and Cost Accountant and is a fellow of the Indian Institute of Management, Ahmedabad. He is also a director of Reliance Infratel Limited, Sasken Communication Technologies Limited, Redington (India) Limited and All Cargo Logistics Limited.

Prof. Ramachandran is a member of the Stakeholders Relationship Committee, the Nomination / Remuneration Committee and ESOS Compensation Committee and the chairman of the Audit Committee and the CSR Committee of the Company. He is a member of the Audit Committee of Redington (India) Limited and Reliance Infratel Limited. He is a Chairman of Investors Grievance Committee of Sasken Communication Technology Limited and Radington (India) Limited.

Shri Deepak Shourie

Shri Deepak Shourie, Director, aged 65 years, holds a bachelor's degree in economics and has more than 41 years' experience in general management with an emphasis on media, consumer goods and corporate affairs. He was the Executive Vice President and Managing Director of Discovery Communications of India and Director in South Asia for BBC Worldwide Media Private Limited.

Shri Shourie is a member of the Audit Committee, the Nomination / Remuneration Committee, the Stakeholders Relationship Committee and the CSR Committee and the Chairman of the ESOS Compensation Committee of the Company.

Shri A. K. Purwar

Shri A. K. Purwar, Director, aged 68 years, was the former Chairman of State Bank of India ("SBI") and also former Managing Director of State Bank of Patiala. He holds a master's

degree in commerce and a diploma in business administration. He is also a director of Vardhman Textiles Limited, Jindal Steel and Power Limited, Jindal Power Limited, Apollo Tyres Limited, IL&FS Renewable Energy Limited, C & C Constructions Limited, Vardhman Chemtech Limited, IIFL Holdings Limited, ONGC Tripura Power Company Limited and Sri Kavery Medical Care (Trichy) Limited.

Shri Purwar has served on the board of governors of the Indian Institute of Management, Lucknow, XLRI, Jamshedpur and as a member of the advisory board for the Institute of Indian Economic Studies, Waseda University, Tokyo, Japan. He is the Chairman of the Stakeholders Relationship Committee and member of the Audit Committee, Nomination / Remuneration Committee, the CSR Committee and the ESOS Compensation Committee of the Company. He is a member of the Audit Committee of Jindal Power Limited, ONGC Tripura Power Company Limited and Sri Kavery Medical Care (Trichy) Limited.

Shri R. N. Bhardwaj

Shri R. N. Bhardwaj, aged 69 years, holds a master's degree in economics from the Delhi School of Economics and a diploma in industrial relations and personnel management from the Punjabi University, Patiala. He has over 38 years of experience in various sectors such as economics, finance, investment and portfolio management. He was the Managing Director and Chairman of Life Insurance Corporation of India. Shri R. N. Bhardwaj has also served as a member of the Securities Appellate Tribunal ("SAT").

Shri Bhardwaj is also a director in Reliance Infratel Limited, Jaiprakash Associates Limited, Jaiprakash Power Ventures Limited, Microsec Financial Services Limited, Jaypee Infratech Limited, Dhunseri Petrochem & Tea Limited, Milestone Capital Advisors Limited, Amtek Auto Limited, Rupa & Company Limited and SBI Life Insurance Company Limited.

Shri Bhardwaj is a member of the Audit Committee, the Stakeholders Relationship Committee, the CSR Committee and the ESOS Compensation Committee and the Chairman of the Nomination / Remuneration Committee of the Company. He is a Chairman of Audit Committee of Jaiprakash Associates Limited. He is a member of Audit Committee of Micro sec Financial Services Limited, Reliance Ingrate Limited, Jaiprakash Power Venture Limited, Milestone Capital Advisors Limited, SBI Life Insurance Company Limited and Rupa & Company Limited. He is a Member of Shareholders / Investors' Grievance Committee of Microsec Financial Services Limited.

Smt. Manjari Kacker

Smt. Manjari Kacker holds master's degree in chemistry and diploma in business administration. She has more than 38 years’ experience in Taxation, Finance, Administration and Vigilance. She was Indian Revenue Service batch of 1974. She held various assignments during her tenure in the tax department and was also the member of Central Board of Direct Taxes. She has also served as Functional Director (Vigilance and Security) in Air India and has also represented India in international conferences. Presently she is a director of Life Insurance Corporation of India

RESEARCH METHODOLOGY

Research is a process of a systematic and in depth study or search of any particular topic, subject or areas investigation backed by the collection, complication, presentation and interpretation of relevant details or data. It is a careful search or enquiry into any subject matter, which is an endeavor to discover and find out valuable facts, which would be useful for further application or utilization. It is the research that involves scientific theories, the discovery of new technique, and a modification of old concepts or knocking of an existing theory, concept of technique. It may develop a hypothesis and the test it. It may also established relationships between variables and identifies the means of problem solving.

Research methodology is a systematic way of investigation directed to the discovery of some fact by careful study of a subject, a course of critical and scientific inquiry.

Research methodology is a way to systematic do the job. It may be understand as a science of studying how research is done scientifically. The most desirable approach with regards to the selection of the research methodology depends on the nature of particular work, time and resource available along with the desire level of accuracy.

Research in common parlance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic.

Research methodology is a way to systematically solve the research problem. Research methodology just does not deal research method but also consider the logic behind the method. It facilitates the researcher with reason for evaluating the research problem.

DEFINITION:

According to Redman and Mory, “Research is systematized effort to gain new knowledge”.

According to Clifford Woody, “Research comprises defining and redefining problems, formulating hypothesis or suggested solutions, collecting organizing and evaluating data , making deductions and reaching conclusions and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis”.

Data Collection:

The data used to formulate can be broadly classified into:

1. Primary Data

2 Secondary Data

Primary Data:

They are generated by the searcher for the specific purpose of solving a problem at a given time. It is the purpose for which the data are collected. That clarifies the difference. One of the most vital activities of a research project is the generation of the data that meet research needs. These data are known as primary data.

The first advantage of primary data is that it can be collected from a number of ways like interviews, secondly; it can also be collected across the national borders through emails and posts. Thirdly; it can include a large population and wide geographical coverage. Fourthly; it is relatively cheap and no prior arrangements are required. Moreover, primary data is current and it can better give a realistic view to the researcher.

On the other hand, the major disadvantage of primary data is that it has design problems like how to design the surveys. The question must be simple to design a general lingo (understandable). Some respondents do not give timely responses. Sometimes, the respondents may give fake, socially acceptable and sweet answer and try to cover up the realities. In some primary data collection methods there is no control over the.

Need for Primary Data

Choosing the best alternative involve decision making. If the decision to be rational, the marketer must understand the process involve in such decision. The collection of primary data to intended to help the researcher. Concerning problem that are essentially unique and non-recurring. The primary data are collected to meet the need of specific project:

• They are pertinent and directly related to subject being studied.

• They are not absolute are most available secondary data.

• The research has access to all the information related to its collection.

In this research the primary data is collected through questionnaire by survey method.

Descriptive research:-

Descriptive research is used to describe characteristics of a population or phenomenon being studied. It does not answer questions about how/when/why the characteristics occurred. Rather it addresses the "what" question. The characteristics used to describe the situation or population is usually some kind of categorical scheme also known as descriptive categories. For example, the periodic table categorizes the elements. Scientists use knowledge about the nature of electrons, protons and neutrons to devise this categorical scheme. We now take for granted the periodic table, yet it took descriptive research to devise it. Descriptive research generally precedes explanatory research. For example, over time the periodic table’s description of the elements allowed scientists to explain chemical reaction and make sound prediction when elements were combined. Hence, research cannot describe what caused a situation. Thus, Descriptive research cannot be used to as the basis of a causal relationship, where one variable affects another. In other words, descriptive research can be said to have a low requirement for internal validity. The description is used for frequencies, averages and other statistical calculations. Often the best approach, prior to writing descriptive research, is to conduct a survey investigation. Qualitative research often has the aim of description and researchers may follow-up with examinations. of why the observations exist and what the implications of the findings are.

QUALITATIVE RESEARCH

Qualitative research is a method of inquiry employed in many different academic disciplines, traditionally in the social sciences, but also in market research and further contexts. Qualitative researchers aim to gather an in-depth understanding of human behavior and the reasons that govern such behavior. The qualitative method investigates the why and how of decision making, not just what, where, when. Hence, smaller but focused samples are more often used than large samples.

In the conventional view, qualitative methods produce information only on the particular cases studied, and any more general conclusions are only propositions (informed assertions). Quantitative methods can then be used to seek empirical support for such research hypothesis.

Sampling

Definition of 'Sampling'

A process used in statistical analysis in which a pre-determined number of observations will be taken from a larger population. The methodology used to sample from a larger population will depend on the type of analysis being performed, but will include simple random sampling, systematic sampling and observational sampling.

The sample should be a representation of the general population.Statistical method of obtaining the representative data or observations from a group (lot, batch, population, or universe)

NON PROBABILITY SAMPLING

Non-probability sampling is a sampling technique where the samples are gathered in a process that does not give all the individuals in the population equal chances of being selected. Non-probability sampling represents a group of sampling techniques that help researchers to select units from a population that they are interested in studying.

CONVINIENCE SAMPLING:-

Accidental sampling (sometimes known as grab, convenience sampling or opportunity sampling) is a type of non-probability sampling that involves the sample being drawn from that part of the population that is close to hand. That is, a sample population selected because it is readily available and convenient, as researchers is drawing on relationships or networks to which they have easy access. The researcher using such a sample cannot scientifically make generalizations about the total population from this

sample because it would not be representative enough. For example, if the interviewer was to conduct such a survey at a shopping center early in the morning on a given day, the people that he/she could interview would be limited to those given there at that given time, which would not represent the views of other members of society in such an area, if the survey was to be conducted at different times of day and several times per week. This type of sampling is most useful for pilot testing. Credibility of a researcher's results by convenience sampling will depend on convincing the reader that the sample chosen equates to a large degree of the population from which they are drawn.

In this research sample size was 100 and convenience sampling method used.

LIMITATIONS OF STUDY

The research is limited to only Pune region so it has scope for research for other regions.

The customer are reluctant to answer certain questions

The study only covered customer so there is scope to get feedback from the dealer as well.

The study is on customer development only. So there is scope for research on different topics like understanding of promotion strategies, branding etc.

MARKETING CHANNEL

A marketing channel consist of individuals and firms involved in the process of making a

product or service available for use or consumption by consumers or industrial users marketing

channels are the ways that goods and services are made available for use by the consumer .or

goods go through channels of distribution, and marketing depends on the way goods are

distributed. The route that the product takes on its way from production to the consumer is

important because of marketer must decide which route or channel is best for his particular

product

Act to sterns and el assay MARKETING CHANNELS as “sets of independent

organizations involved in the process of making a product or service available for use or

consumption’’

A distribution channel or a distribution system is a vital link between itself and its

customer distribution channels and channel members are a key external resource usually it takes

years to build an effective distribution channel and once it has been built, it is quitter difficult

task to change or replace it.

The path through which services travel from the vendor to the consumer or payments for those

products travel from the consumer to the vendor. A distribution channel can be as short as a

direct transaction from the vendor to the consumer, or may include several interconnected

intermediaries along the way such as wholesalers, distributors, agents and retailers. Each

intermediary receives the item at one pricing point and movies it to the next higher pricing point

until it reaches the final buyer. Coffee does not reach the consumer before first going through a

channel involving the farmer, exporter, importer, distributor and the retailer. Also called the

channel of distribution.

IMPORTANCE OF DISTRIBUTION CHANNEL

1) Distribution channel represents a corporate commitment to a large no of business and to

the markets that the channels serve

2) The effectiveness of most marketing activity of the organization , to a very large

extent ,depend on the distribution channels

3) The main function of distribution that is performed by channel members, distribution

channels determine the reach of the organization hence it is of utmost importance to

select and choose channel with care in order to ensure maximum reach across target

markets.

PLACE STRATEGIES

Introduction

This refers to how an organization will distribute the product or service they are offering

to the end user. The organization must distribute the product to the user at the right place

at the right time. Efficient and effective distribution is important if the organization is to

meet its overall marketing objectives. If an organization underestimate demand and

customers cannot purchase products because of it, profitability will be affected.

Which Distribution Channel Will They Use?

Two types of channel of distribution methods are available. Indirect distribution involves

distributing your product by the use of an intermediary for example a manufacturer

selling to a wholesaler and then on to the retailer.. Direct distribution involves

distributing direct from a manufacturer to the consumer For example Dell Computers

providing directly to its target customers. The advantage of direct distribution is that it

gives a manufacturer complete control over their product.

Above indirect distribution (left) and direct distribution (right).

Distribution Strategies

Depending on the type of product being distributed there are three common distribution

strategies available:

1. Intensive distribution Used commonly to distribute low priced or impulse purchase products

e.g. chocolates, soft drinks. 

2. Exclusive distribution Involves limiting distribution to a single outlet. The product is usually

highly priced, and requires the intermediary to place much detail in its sell. An example of would

be the sale of vehicles through exclusive dealers.

3. Selective Distribution A small number of retail outlets are chosen to distribute the product.

Selective distribution is common with products such as computers, televisions household

appliances, where consumers are willing to shop around and where manufacturers want a large

geographical spread.If a manufacturer decides to adopt an exclusive or selective strategy they

should select a intermediary which has experience of handling similar products, credible and is

known by the target audience.

CHANNEL LEVELS

A channel compromises several intermediaries .each intermediary moves the product once step

further towards the final consumer , and as such ,each intermediary forms a level of the channel .

The producer/manufacturer and the final consumer from a part of the channel and are at both

ends of the channel. There are channels with different no of levels

1. A ZERO LEVEL CHANNEL: as the name suggest, in this type of channel, there are no

intermediaries or zero level of intermediaries’. Here, the manufacturer sales directly to the

customer .these also known as direct marketing channel.

2.ONE LEVEL CHANNEL : these type of a channel comprises of only one selling intermediary such as a retailer.

1. TWO LEVEL CHANNEL : This type of channel is mostly seen in the consumer goods

market .here there are two intermediaries in between the manufacturer and the final

consumer typically a wholesaler and the retailer.

MANUFACTURER

FINAL CONSUMER

MANUFACTURER

RETAILER

FINAL CONSUMER

MANUFACTURER

2. THREE LEVEL CHANNEL : This type of channel consists of three levels of

intermediaries in between the manufacturer and the final consumer.

WHOLESELLER/DISTRIBUTOR

RETAILER

FINAL COMSUMER

MANUFATURER

DISTRIBUTOR

WHOLESELLER

RETAILER

FINAL CONSUMER

3. MORE THAN THREE LEVELS :

In some cases, one can observe longer marketing channels, i.e., channels that have more than

three intermediaries.