a project report on reliance mobile
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AA SSTT UUDDYY OO FF CC OO NNSSUUMM EE RR BBAASSEE FF OO RR RR EE LL II AANNCC EE MM OO BBII LL EE II NN
GG WW AA LL II OO RR ((MM ..PP ..))
A PROJECT REPORT
Submitted to the
SCHOOL OF MANAGEMENT
In partial fulfillment of the
Requirements for the award of the degree
OF
MASTER OF BUSINESS ADMINISTRATION
BY
Awadhesh Sharma (Reg No.- 35080083)
Under the guidance of
Dr. A. Chandra Mohan
PROFESSOR OF MANAGEMENT
SRM SCHOOL OF MANAGEMENT
SRM UNIVERSITY
KATTANKULATHUR 603203
MAY 2010
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BONAFIDE CERTIFICATE
Certified that this project report titled SSTT UUDDYY OO FF CC OO NNSSUUMM EE RR BBAASSEE FF OO RR
RR EE LL II AA NN CC EE MM OO BBII LL EE iiss tthhee b boonnaaf f iid d ee wwoor r k k oof f Awadhesh Sharma (Reg No.-
35080083) wwhhoo ccaar r r r iieed d oouutt r r eesseeaar r cchh uunnd d eer r mmyy ssuu p peer r vviissiioonn.. CCeer r ttiif f iieed d f f uur r tthheer r ,, tthhaatt
ttoo tthhee b beesstt oof f mmyy k k nnoowwlleed d ggee tthhee wwoor r k k r r ee p poor r tteed d hheer r eeiinn d d ooeess nnoott f f r r oomm p paar r tt oof f aannyy
ootthheer r p pr r oo j jeecctt r r ee p poor r tt oor r d d iisssseer r ttaattiioonn oonn tthhee b baassiiss oof f wwhhiicchh aa d d eeggr r eeee oor r aawwaar r d d wwaass
ccoonnf f eer r r r eed d oonn aann eeaar r lliieer r ooccccaassiioonn oonn tthhiiss oor r aannyy ootthheer r ccaannd d iid d aattee..
Signature of the Supervisor SignatureOf the HOD
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ABSTRACT
Many managers think, marketing as a organizational department whose job is to
analyze the market, discern opportunities, formulate marketing strategies,
develop specific strategies and tactics, propose a budget and establish a set of
control it can be considered as one of the main aim of marketing, but there is a
more to marketing.
During this project I felt that market survey would be more beneficial for
making decision and developing the marketing strategies and redefining it into a
detailed marketing mix and action plan. It involves carrying out plan, evaluating
the result and making further improvements.
But management cant turn a blind eye on the implementation part of the action
plan. So if management wants to get real benefit from plan then the feedback
process should be more transparent and effective.
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ACKNOWLEDGEMENT
I owe everything in my life to other. A person single headed can achieve
nothing. In my attempt to do the project many people have graciously extend
their guidance, advice and criticism to improve our work.
I wish to express my heartful thanks to our Dean Dr.Jayashree Suresh and my
project internal guide Dr. A. Chandra Mohan for providing infinite facilities and
gave me an opportunity to do this project work to be successful, guidance and
valuable suggestions, which made this project, a successful one.
I express my heartful gratitude to RELIANCE COMMUNICATION for
providing me the opportunity to undertake this project in their esteemed
organization.
My gratitude also extends to the staffs of departments whose words of
encouragements kept the spirits high throughout the course of my project.
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TABLE OF CONTENTSTABLE OF CONTENTS
1. INTRODUCTION 1-6
2. METHODOLOGY 7-26
Objective of the study
Need of the studyScope of the study
Limitations
Review of literature
3. COMPANY PROFILE 27-48
4. ANALYSIS AND INTERPRETATION 49-67
5. FINDINGS AND SUGGETIONS 68-70
6. CONCLUSION 71
QUESTIONNAIRE
BIBLIOGRAPHY
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resources and capabilities (strengths and weaknesses) and factors external to
the organization (opportunities and threats).
SWOT analysis can provide:
A framework for identifying and analyzing strengths, weaknesses,
opportunities and threats.
This checklist is for those carrying out, or participating in, SWOT analysis.
It is a simple, popular technique which can be used in preparing or amending plans, in problem solving and decision making.
Illustrative diagram of SWOT analysis If SWOT analysis does not start with
defining a desired end state or objective, it runs the risk of being useless. A
SWOT analysis may be incorporated into the strategic planning model. An
example of a strategic planning technique that incorporates an objective-
driven SWOT analysis is SCAN analysis. Strategic Planning, includingSWOT and SCAN analysis, has been the subject of much research.
Strengths: attributes of the organization those are helpful to achieving the
objective.Weaknesses: attributes of the organization those are harmful to achieving
the objective.
Opportunities: external conditions those are helpful to achieving the
objective.
Threats: external conditions that is harmful to achieving the objective.
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SWOT analysis can be used for all sorts of decision-making, and the SWOT
template enables proactive thinking, rather than relying on habitual or
instinctive reactions.
The SWOT analysis template is normally presented as a grid, comprising
four sections, one for each of the SWOT headings: Strengths, Weaknesses,
Opportunities, and Threats. The free SWOT template below includes sample
questions, whose answers are inserted into the relevant section of the SWOT
grid. The questions are examples, or discussion points, and obviously can be
altered depending on the subject of the SWOT analysis. Note that many of
the SWOT questions are also talking points for other headings - use them as
you find most helpful, and make up your own to suit the issue being
analyzed. It is important to clearly identify the subject of a SWOT analysis,
because a SWOT analysis is a perspective of one thing, be it a company, a
product, a proposition, and idea, a method, or option, etc.
Here are some examples of what a SWOT analysis can be used to assess:
a company (its position in the market, commercial viability, etc)
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a method of sales distribution
a product or brand
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
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Strength Low Entry Cost
Commission Structure Fast Activation Process Network Connectivity Data GPRS
Weakness Branding Image
Distribution problem Limited product portfolio- Only
Mobile Lack of Competitive Strength Limited Budget
Opportunity Preference of GSM over
CDMA New Specialist Application Rural Telephony New Market, Vertical,
Horizontal Competitors` Vulnerabilities
Threat Political destabilization. New Entrants IT Development Market Demand Seasonality, Weather Effects
PROBLEM BEING FACED
Lack of communication between retailers and distributor
Lack of improper distribution channel
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Competitors
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 visit of TSM or any other person to the retailers shop
WHAT DOES COMPANY EXPECT TO DO BY SOLVING THEPROBLEM
Customer Satisfaction
Retailer Satisfaction
Increase in Sale
Sales Promotion
Proper Distribution Channel
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METHODOLOGY
1.Objective of the study
The objective of my research study is to find out Analyze the different
factors that affect the buying behavior of mobile user. Once we understand
these factors it become easy to make efficient strategy to compete with its
competitors and to satisfy its users.
The study has several objectives. The main objectives of my research
study are: -
1. To find out & analyze the different factors that effect the buying behavior
of mobile users.
2. To make the comparative study of these behavioral factors.
3. To measure the impact of behavioral factors on the purchasing power of
user.
4. To know about the users expectations and their graviences.
5. To obtain suggestions from both customers and retailers.
6. To know about the views of customers and retailers about the existing
mobile service providers.
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7. To help in development and introduction of new product
8.
To identify the company position among competitors
9. To determine those factors which persuade retailers for sale of RCOMSims/product
10. To find out which type of schemes retailers prefer and why?
11. To study the effect of irregular supply on the sale of the product
2. Need of the study
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i. To know the market of reliance communication.
ii. To evaluate the customer satisfaction.
iii. To determine the factors affecting buying behavior of customers.
iv. To gain knowledge in telecom sector.
3. Scope of the study
The study which is done is very wide and covers many important factors which
is included in the study. As we know that telecom sector is one of the emerging
and leading sectors in India. It is one of the greatest employment generatationsectors which is giving lot of job opportunity. So it is very hard to discuss the
scope of the study as it covers a very large area. Indian Telecom Industry is one
of the emerging sector in the world. Though it was predominantly unorganized
industry even a few years back, but the scenario started changing after the
economic liberalization of Indian economy in 1991. The opening up of
economy gave the much-needed thrust to the Indian telecom industry, which hasnow successfully become one of the largest in the world.
India telecom industry largely depends upon the latest and updated technology.
It also plays a major role in the economy of the country. It also contributes
around 11-12% to the GDP of the country. India telecom industry is also the
largest in the country in terms of employment generation. It not only generates
jobs in its own industry, but also opens up scopes for the other ancillary sectors.India telecom industry currently generates employment to more than 35 million
people. It is also estimated that, the industry will generate 12 million new jobs
by the year 2010.
4. Limitation
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The main limitation was the small size of Customers & Retailers. It was to
small a size to draw a valid & satisfactory conclusion about the universe.
Some Customers & Retailers were not taking it seriously and they did not
give real information.
Some customers did not give enough time.
The result cannot be considered as representative of Whole Gwalior.
5. Review of literature
Marketing Research
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Marketing managers often commission formal marketing studies of specific
problems and opportunities. They may request a market survey, a product
preference test, a sales forecast by region, or an advertising evaluation.
Marketing research can be define as follows-
Marketing research is a systematic design, collection, analysis, and reporting
of data and finding to a specific marketing situation facing the company.
Effective marketing research includes five steps, which should be kept in mind
to conduct a marketing research in an absolute manner.
1. Define the problem and research objective.
2. Develop the research plan.
3. Collect the information.
4. Analyze the information.
5. Present the findings.
CHARACTERISTIC OF A GOODMARKETING RESEARCH
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1. Scientific Method: Effective marketing research uses the principles of the
scientific method: careful observation, formulation of hypothesis,
prediction and testing.
2. Research Creative: At its best, marketing research develops innovative
ways to solve a problem: a closing company catering to teenagers gave
several young man video cameras, other places teens frequent.
3. Multiple Methods: Good marketing researchers shy away from over
reliance on anyone method they also recognize the value of using two or
4. three methods to increase confidence in the results.
5. Interdependence of Models and Data: Good marketing researches
recognize that, the data are interpreted from underlying modes that guide
the type of information sought.
Research methodology
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The main objective of research is to find out the truth which is hidden and
which has not been discovered. According to advance readers dictionary of
current English, the definition of research is
A careful investigation or enquiry especially through research for new facts in
any branch of knowledge.
Still the ideal definition of research is an original contribution to the existing
stock of knowledge making for its advancement. It is the pursuit of truth with
the help of study, observation, competition, and experiment. Research
methodology is a way to solve the research problem systematically. It may also
be defined as a science of conductive research. Research methodology has many
dimension and research methods constitute a part of it.
Research methodology is a way to systematically do the job. It may be
understood 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
resources available along with the desire level of accuracy.
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1. The first step was to design a structured interview for the retailers and
customer. This includes preparing questions for getting required
information.
2. The next step was to see which area was to be covered under the
survey. Which was assign by Mr. Mahesh Singh Tomar.
3. The next step was to collect the required information.
4. The last step was to analyze the data and present the findings.
Research design
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Research design means conceptual framework with which the research has to
come in structured manner. The research design has to be prepared with keeping
following points in the mind:
1. The means to obtain the information
2. The availability and the skills of the researcher and his staff.
3. The explanation of the way in which selected means will be
organize and the reason responsible for their selection.
4. The time factor must be paid attention during the research.
5. The cost factor must also be taken with care. A researcher should
first prepare a budget for the project and should move ahead along
with the budget.
As we know that reliance is one of the profitable organization in telecom sector
and this is because it is effectively and efficiently using its resources which ins
in the form of following.
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The marketing and market strategy of reliance consists of a set of related
actions that managers take to increase their companys performance. For most,
if not all, company strategies result in superior performance, it is said to have a
competitive advantage.
Managers in reliance can peruse to achieve superior performance and
provide their company with a competitive advantage and strategy management
is very important.
Strategic leadership is about how to most effectively manage a companysstrategy making process to create competitive advantage. The strategy making
process is the process by which managers select and then implement a set of
strategies that aim to achieve a competitive advantage.
Strategy formulation is the task of selecting strategies, whereas strategy
implementation is the task of putting strategies in action, which includesdesigning, delivering and supporting products, improving the efficiency and
effectiveness of the operation, designing a companies structure control system,
and culture in strategic management arena we might say that success is 10%
inspiration and 90% implementation. A task of selecting a strategy is usually
easy but the hard part is putting those strategies into the effect.
Competitive advantage and a companys business model-
Competition is a very rough and tumble process in which very most efficient
and effective companies win out. It is a race without win. To maximize share
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holder value, managers must formulate and implement the strategies which
enable their company to perform rivals- to give a competitive advantage.
Business & market model of reliance-
A business model is managers conception how the set of strategies their
company purses should mesh together into a congruent whole, enabling, the
company to gain competitive advantage and achieve superior profitability and
profit growth. A business model encompasses the totality of how a company
will:
Select its customers Define and differentiate its product offerings Create value for its customers Acquire and keep customers Produce good and services Lower cost Deliver those goods and services to the market Organize activities within the company Configure its resources Achieve and sustain a high level of profitability Grow the business over time
Strategy to be implemented before starting of the business
research-
1. Identification of competitors.
2. Research and development should be conducted
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3. Product differentiation
4. Achieving the target market.
Important issues for running a research-
1. Knowledge of the researcher
2. Interest of the researcher
Customer satisfaction
Customer delight
Customer service
Value added service
Market Strategy constantly evolving-
Changing market condition Moves of competitions New technologies Evolving customer needs & preferences
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Political and regulatory change New window of opportunity Fresh ideas to improve the current strategy Crisis situation
Response Factors (consumer behavior)
The response factors deal with consumer behavior under different involvement
levels, i.e. the actions or reactions of the consumer due to the antecedents and
the involvement properties. As the low involvement good toothpaste is
observed, the low-involvement hierarchy could be employed to illustrate the
actions of the consumer: First of all, the consumer has certain cognition of the
shampoo he or she wants to buy. This cognition may be a result of advertising
or some form of learning, e.g. modeling, but the knowledge of the attributes of
the shampoo is very small due to a lack of interest. The cognition is followed by
the buying behavior. As the consumer has only small knowledge about the
shampoo, the decision will be influenced of low price or familiarity of the
brand. After the purchase, the buyer will built up an attitude, whether the
shampoo meets his needs and requirements, such as care for hairs. But how may
attitude influence the level of involvement.
RELIANCE PRODUCT
Reliance Base Phone
Reliance Mobile
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Reliance Data Card
Reliance Voucher, E-Recharge
Reliance PCO Reliance Broad Band
STD C LLING C RD
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MRP TALKTIME
VALIDIY
ON-NET(NIGHT)
OTHER
RS. 95 84.66 15 DAY 1.25
RS. 115 102.35 15 DAY 1.20
RS. 125 111.25 15 DAY 1.20
RS. 225 200.25 30 DAY 1.10RS. 280 249.20 30 DAY 1.10RS. 525 467.25 30 DAY RS. 0.40 RS. 1.00RS. 650 578.50 30 DAY FREE RS. 1.00
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PRODUCTS FOR THE MONTH OF JULY 2008
TOPUPs
Rs. 55
Rs. 77Rs.
210
Rs.
310
Rs.
510
FULL T.T of 55 (off net 43+on net 12)
FULL T.T of 77(off net)TALK TIME of Rs. 222 (off net)
TALK TIME of Rs. 333 (off net)
TALK TIME of Rs. 555 (off net)
STVs
Rs.
195
Rs.
496
Rs. 35
Rs. 79
Rs. 49
Rs. 99
Rs. 98
Local on-net mobile unlimited FREE (validity 30 days)
Local & STD on-net mobile unlimited FREE (validity
30 days)
All STD@ Rs. 1 per minute (validity 30 days)
All Local@ Rs. 0.50/min and all STD@ Rs.1/min
(valid. 30 days)
On-net Local@33PAISE, Off-Net Local@49 Paise
(valid. 30 days)
On-net Local@33PAISE, Off-Net Local@Paise, all
STD@99 Paise (30D)
On-net Local FREE between 10PM to 8AM& other
local@50 paise (30D)
RCVs Rs.
250
Rs.
888
FREEDOM TARIFF, TALKTIME Rs. 147.5 AND
VALIDITY 30 DAYS
F.T, TALKTIME RS. 888 AND VALI. OF 8 MONTHS
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UN-LIMITED
Rs.
399
Rs.
499
Rs.
533
Talk Time 175/ & Local On-net Unlimited FREE ( 30
days)
Local Reliance Mobile & Reliance Smart Unlimited
FREE ( 30 days)
Talk Time Rs. 399.37 & Local On-net FREE B/W
11pm to 6am, ( 30 D)
E-SMS
Rs. 49 500 LOCAL SMS FREE & VALIDITY 30 DAYS
RELIANCE MOBILE HAND-SET
MOBILE CUSTOMER PRICE RETAILAR PRICE
RD LG 3000 1199/- 1165/-
RD LG 3500 1299/- 1265/-
RD LG 3600 1799/- 1690/-
RD LG 6100 2699/- 2540/-
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INFORMATION REQUIREMENT
Complete Price structure of Rcom, Airtel & Tata indi.offer whichincludes
Sim Processing Fees
Discount Offered
Schemes offered
Service Tax
SOURCES OF INFORMATION
Data collected from the Company
Secondary Data
Internet
Retailers
Distributor
Sales Executives
Other Trainees (Runner)
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FIELD WORK
I. MARKETING VISITING & SURVEY (04/6/2009 to 09/7/2009)
II. APPROACH FOR NEW RETAIL COUNTER(13/7/2009 to 24/7/2009)
III. TO LAUNCH NEW SCHEME THROUGH THE CANOPY(27/7/2009) to (2/8/2009)
FULL NAME OF SOME KINDS OF SERVICE
LTV Life Time Validity
CAF Customer Application form
GSK Get started Kit
FWP Fix Wireless Phone
STV Special Tariff voucher
OTAF Over The Air Fulfillment
FRC First Recharge Coupon
GSM Global System of Mobility
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CDMA Code Dual Module Assessment
.
COMPANY PROFILE
DHIRUBHAI AMBANIS DREAM
Late Dhirubhai Ambani built Reliance from scratch
to be in the reckoning for a place in the Global Fortune 500 list. This
achievement is even more significant due to the fact, that the entire growth was
achieved in an organic manner and in a span of just 25 years.
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Dhirubhai Ambani was of the conviction that infocomm would energies
enterprises, galvanize governance, make livelihood an enjoyment, learning an
experience, and living an excitement.
Reliance Infocomm is a fascinating outcome of this powerful conviction. It is a
major initiative to translate his inspiring dream into reality.
For the India Mobile, Reliance Infocomm, will offer three schemes for
consumers. The first introductory offer would be the 'Dhirubhai Ambani
Pioneer' offer.
Under it, consumers will be given a free digital mobile phone, unlimited free
incoming calls, billing at 15-seconds pulse rate, for a one-time fee of Rs 3000 as
membership charges and Rs 600 per month as telephony charges.
All incoming calls would be free and outgoing calls would be charged at 10
paise for 15 seconds. The cost of a national long-distance call to any Reliance
phone in the country would be 40-paise for a minute. In addition, users would
get 400-minutes of outgoing calls free.
Value added services like voice mail, call waiting, call hold, call divert, call
identification, call conferencing, dynamic STD/ISD locking and text messaging
would be offered for free
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"The pricing system is n line with Dhirubhai Ambani's dream and directive of
making phone calls affordable for every Indian. It has been made possible due
to the significant capital productivity achieved," said Ambani.
Nationwide demonstrations to consumers would begin on January 15 and
bookings would start in early February. By the end of March Reliance
Infocomm will close bookings for the Pioneer scheme.
"The key feature of this scheme is that a Rs 10,500 handset comes free for users
and this all facilities offered will be valid for three years," Ambani said.
The Pioneer scheme would be a three-year plan. It will be valid only till the end
of March.
Users can also opt for the 'Regular' scheme, which involves an upfront payment
that covers only talk time, and 'Standard' plan that will be a monthly payment
plan.
Bookings for the Standard and Regular plan will open only after March.
Tariff for those plans would be all incoming calls free and Rs 1.20 for three
minutes and Rs 200 as rentals. In these schemes, consumers would have to buy
their own handsets for which financing options will be made available.
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VISION
Reliance Infocomm envisions a digital revolution that
will sweep the country and bring about a New Way of Life. A digital way of life
for a New India.
With mobile devices, netways and broadband systems linked to powerful digital
networks, Reliance Infocomm will usher fundamental changes in the social and
economic landscape of India.
Reliance Infocomm will help men and women connect and communicate with
each other. It will enable citizens to reach out to their work place, home and
interests, while on the move. It will enable people to work, shop, educate and
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entertain themselves round the clock, both in the virtual world and in the
physical world. It will make available television programmes, movies and news
capsules on demand. It will unfurl new simulated virtual worlds with
exhilarating experiences behind the screens of computers and televisions.
Users of Reliance Infocomm's full range of services would no longer need
audiotapes and CDs to listen to music. Videotapes and DVDs would not be
necessary to see movies. Books and CD ROMs would not be needed to get
educated. Newspapers and magazines would not be required to keep abreast of
events. Vehicles and wallets will become unnecessary for shopping.
Reliance Infocomm will disseminate information at a low cost. "Make a
telephone call cheaper than a post card". These prophetic words of Dhirubhai
Ambani will be a metaphor of profound significance for Reliance Infocomm.
Reliance Infocomm will regularly unfold new applications. Continually adapt
new digital technologies. Create new customer experiences. Constantly strive to
be ahead of the world.
Reliance Infocomm will transform thousands of villages and hundreds of towns
and cities across the country.
Above all, Reliance Infocomm will pave the way to make India a global leader
in the knowledge age.
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Coverage
PAN India network and town coverage.
60,000 kms of optic fiber backbone that connects over 90% of India's
population
Wireless network being rolled out in 600+ cities/towns initially;
expanding to the entire landmass of India by 2004
2,588 Base Transceiver Stations (BTSs) across the country, for our
wireless network
Network with superior reliability
All this managed from our state-of-the-art national network operations
centre in Mumbai.
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States:
Andhra Pradesh
Bihar
Delhi
Gujarat
Haryana
Himachal Pradesh
Karnataka
Kerala
Madhya Pradesh
Maharashtra
Orissa
Punjab
Rajasthan
Tamilnadu
Uttar Pradesh (East)
Uttar Pradesh (West)
West Bengal
http://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_bihar.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_delhi.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_delhi.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_gujarat.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_gujarat.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_haryana.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_haryana.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_himachal.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_karnataka.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_karnataka.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_kerala.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_kerala.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_madhyapradesh.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_maharashtra.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_orissa.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_punjab.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_punjab.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_rajasthan.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_rajasthan.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_tamilnadu.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_up_east.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_up_east.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_up_west.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_up_west.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_westbengal.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_westbengal.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_westbengal.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_up_west.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_up_east.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_tamilnadu.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_rajasthan.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_punjab.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_orissa.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_maharashtra.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_madhyapradesh.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_kerala.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_karnataka.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_himachal.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_haryana.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_gujarat.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_delhi.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_bihar.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/consumer_indiamobile_andhra.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/consumer_indiamobile_andhra.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/consumer_indiamobile_andhra.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/consumer_indiamobile_andhra.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/consumer_indiamobile_andhra.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/consumer_indiamobile_andhra.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/consumer_indiamobile_andhra.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/consumer_indiamobile_andhra.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/consumer_indiamobile_andhra.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/consumer_indiamobile_andhra.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/consumer_indiamobile_andhra.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/consumer_indiamobile_andhra.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/consumer_indiamobile_andhra.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/consumer_indiamobile_andhra.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/consumer_indiamobile_andhra.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/consumer_indiamobile_andhra.htmlhttp://www.relianceinfo.com/Infocomm/html/whyrim/whyrim_coverage_andhrapradesh.html -
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Anil Ambani: Telecom person of the year 2007
His marketing strategy has made millions of Indians happy, they got
the best mobile tariffs in the world-local call costs at 15 paise/minute,
and STD call at 40 paise/minute
NEW DELHI, INDIA: When the VOICE&DATA jury, comprising
eminent professionals from the telecom field, met in Delhi in June to
choose the Telecom Person of the Year 2007, the five-hour selection
process was steamy.
The reason was obvious: The telecom sector is growing faster than any
other segment and naturally their CEOs have a lot to crow about. The jury
had to select one from three CEOs, who had made it to the final list
through nominations from the industry and the initial scrutiny. Among
the three, one of the main contenders was a young CEO. The jury decided
that he should come back next year to try and win the coveted award. The
list now had two names-both CEOs of two well-known companies. The
pivotal difference between the two: one is an entrepreneur and the other is
not so popular, as his credit is shared among a number of his big daddies.
Following a five-hour closely held, hotly debated discussion, the name
was announced: Anil Dhirubhai Ambani, chairman of Reliance
Communications. Anil Ambani joined Reliance Industries (currently promoted by his brother Mukesh Ambani, following their split) in 1983
as co-chief executive officer. Forbes ranked him number 104 among the
World's Richest People in 2006. The Ambani family faced criticism when
it announced its ambitious plans to build a countrywide telecom network,
as its prior expertise lay in commodities-textiles and petrochemicals-
business only. Apart from that telecom needs a service-oriented mindset,
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critics felt. What they did not remember was how the family had served
its millions of shareholders.
Policies in India are made in line with Ambani's vision, says an industryexpert. His business acumen and closeness to politicians assisted him in
making it to the Rajya Sabha in June 2004, as an independent member.
Ambani chose to resign voluntarily on March 25, 2006.
The same association with politicos gave him negative returns too when
the Mayawati Government in Uttar Pradesh put a spanner on his
ambitious plans to build a 1,200-acre SEZ.
Media sees his aggression when he announces financial results for the
Reliance ADA group of companies, and when he attends the annualgeneral meetings and faces questions from shareholders. When he meets
the press, he has answers to all their questions. He also remembers to call
select journalists by name.
To merchant bankers he, who has already contributed immensely
to the financial reforms of the country, is one of the financial wizards of
the world. May be because of his expertise, he gave up in the race to grab
Hutchison Essar stake, after indirectly jacking up the valuation. His
negotiations with the Qualcomm chief are also a folk theory now.
How did Ambani become the VOICE&DATA Telecom Person of the
Year 2007? What are his personal and organizational achievements in the
recent past?
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His path-breaking marketing strategy that was put in by the strongest
team of telecom professionals the country has ever seen has made
millions of Indians happy as they got the best mobile tariffs in the world.
The aggression resulted to adding to his already swollen kitty. Every hour
India will be adding around 20,000 new mobile customers and Reliance
Communications over 4,000. When mobile telephony first began in India,
a local call cost Rs 16 per minute; an STD Rs 50; and a call to the US Rs
100 per minute. With Reliance Communications pioneering price
initiative, a local call now costs a mere 15 paise per minute, STD 40
paise, and a call to the US costs less than Rs 2 per minute. The presenceof Reliance Communications is making the competition in India panicky.
Global telecom forces will also shortly start feeling the heat. Ambani has
also recently announced his Rs 1,200 crore buyout of Yipes Holdings.
Achiever's Pride
Undertook financial restructuring of Reliance communications To spend Rs 16,000 crore to expand and strengthen network coverage
After expansion, Reliance Communications will have the single largest
wireless network in the world
Launched the lowest-cost classic brand handset at Rs 777
Subscriber base grew to over 28 mn during last fiscal, registering 60%
growth Total Revenue shot up to Rs 14,468 crore, an increase of 34%
Net Profit rises to Rs 3,163 crore, an increase of over 600%
Revenues of the wireless business increased by 46% to Rs 10,728 crore
Broadband achieved revenue growth of 123% to Rs 1,144 crore
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Market capitalization crossed Rs 100,000 crore
Will add 23,000 more towers
Telecom services will be available in over 23,000 towns and 600,000
villages Next generation DTH network will be launched before end of the year
Reliance Communications' wireless subscriber base grew to over 28 mn last
fiscal, registering a 60% growth. This makes it one of the top two wireless
operators in India.
"Economic growth in the future will be indexed to connectivity of millions
of enterprise and individual customers. Over the next few years, we will
have over 100 million customers, making us one of the top 5 telecom players
in the world. In four years, we put up a total of 14,000 towers across the
country. This year alone we will add 23,000 more towers. Our wireless
network is currently available in 10,000 towns. By the end of this year, it
will be available in over 23,000 towns and 600,000 villages," Anil Ambani
said at the first annual general meeting of Reliance Communications since
the re-organization of the Reliance Group in June 2005.
"In four years of operations, we invested around Rs 32,000 crore. This year
alone we will invest over Rs 20,000 crore. At the end of this year, we willhave covered over 90% of our population. If Version 1.0 of the Indian
telecom story was all about affordability, Version 2.0 will be about reach.
Our
Network expansion will give us the power to drive the market and stay ahead of
the curve," Ambani adds.
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According to Ambani, the financial restructuring of Reliance
Communications is the biggest turnaround story in the history of corporate
India. The inherited ownership structure of Reliance Communications was
complex. The reorganization has yielded a simple, fair, and transparent
ownership structure, and given Reliance Communications 100% ownership
of all operational and associate companies.
Reliance Communications is now among the three most valuable private
sector companies in India, and the five most valuable telecom companies in
Asia. In the current
Fiscal, Reliance Communications will spend Rs 16,000 crore to further
expand and strengthen its network coverage across India and the rest of the
world.
In addition to organic growth, Reliance Communications will leverage the
advantages derived from this impressive financial platform to explore and
pursue any significant
Opportunities available in the telecommunications sector. "We are currently
evaluating a number of inorganic opportunities in select international
markets to further expand our footprint," Ambani said.
Reliance Communications One India, One Tariff plan allowed millions to
connect across India at just one rupee a minute. The company was the first
one to break the Rs 1,000 entry-barrier with the launch of the lowest-cost
classic brand handset at Rs 777.
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As per its expansion plan, Reliance Communications will have the single
largest wireless network in the world, covering over 900 mn Indians or more
than 15% of the global population. It will cover 23,000 towns or every single
Indian habitation with a population of over 1,000. Reliance Communications
will cover almost 100% of all rail routes, providing seamless voice, video,
radio, and Internet connectivity to 14 mn commuters every day. It will also
cover almost 100% of all national highways, and 84% of all state highways,
giving millions of users the power to talk, text, surf, play, chat or simply stay
in touch across nearly the entire length of India's 2,00,000-km-long road
network.
Having achieved tremendous growth, the main challenge for Reliance
Communications is to improve quality of service and ARPU. Its enterprise
business is also not in a position to compete with the global majors. Stock
market valuations may boost the fortunes of an entrepreneur, but Ambani
needs to address the issues faced by the growing mobile customer base,
especially in India, where bureaucracy takes pride in checking the
businessman.
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 20 million customers and serves
individual consumers, enterprises, and carriers, providing wireless,
wireline, long distance, voice, data, and internet communications servicesthrough a number of operating subsidiaries. The company sells
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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 for enterprises as well as individuals,
applications, and consulting.
Today, Reliance Communications is revolutionizing the way India
communicates and networks, truly bringing about a new way of life.
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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We will also generate value for our capabilities beyond Indian borders
and enable millions of India's knowledge workers to deliver their services
globally.
BRIEF STUDY OF THE ORGANIZATION
Chairmans profile
Reliance Communications Limited founded by the late Shri. Dhirubhai H
Ambani (1932-2002) is the flagship company of the Reliance Anil
Dhirubhai Ambani Group. It is India's
Regarded as one of the foremost corporate leaders of contemporary India,
Shri Anil D Ambani, 48, is the chairman of all listed companies of the
Reliance ADA Group, namely, Reliance Communications, Reliance
Capital, Reliance Energy and Reliance Natural Resources.
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He is also the president of the Dhirubhai Ambani Institute of Information
and Communications Technology, Gandhinagar
An MBA from the Wharton School of the University of Pennsylvania,
Shri Ambani is credited with pioneering several financial innovations in
the Indian capital markets. He spearheaded the countrys first forays into
overseas capital markets with international public offerings of global
depositary receipts, convertibles and bonds.
Under his chairmanship, the constituent companies of the Reliance ADA
group have raised nearly US$ 3 billion from global financial markets in a
period of less than 15 months.
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, USA
Board of Governors, Indian Institute of Management (IIM), Ahmedabad
Board of Governors, Indian Institute of Technology (IIT), Kanpur
Executive Board, Indian School of Business (ISB), Hyderabad
In June 2004, Shri Ambani was elected as an Independent member of the
Rajya Sabha Upper House, Parliament of India, a position he chose to
resign voluntarily on March 25, 2006.
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Select Awards and Achievements
Voted the Businessman of the Year in a poll conducted by The Times of
India TNS, December 2006 Voted the Best role model among business leaders in the biannual
Mood of the Nation poll conducted by India Today magazine, August
2006
Conferred the CEO of the Year 2004 in the Platts Global Energy
Awards
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 Asiaweek magazine for its list of 'Leaders of the Millennium inBusiness and Finance' and was introduced as the only 'new hero' in Bu siness
and Finance from India, June 1999.
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ORGANIZATIONAL SET UP
Reliance Communication Limited
CHAIRMAN
PRESIDENT PRESIDENTPRESIDENT
(PRESONAL (ENTERPRISES(HOMEBUSINESS) BUSINESS)
BUSINESS)
SENIOUR
V.P
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V.P
GM
DGM
AGM
SENIOURMANAGER
MANAGER
DUPTYMANAGER
ASST.MANAGER
MANAGEMENTTRAINING
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Claim process:-
In case of RCOMM process is be claimed very belatedly i.e. almost 77%
of the cases take 60-90 days, where as in case of Airtel most of the i.e.
88% is being finalized in time limit 0-30 days.
The claim process services of other competitors viz. AirCel,
Smart, & Tata Indicom are almost at par with the IDEA cellular ltd.
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ANALYSIS & INTERPRETATION
RETAILERS ANALYSIS
Q.1. Which Service Providers Connection you provide?
a) Reliance 34%
b) Idea 10%
c) Airtel 10%
d) All 40%
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Q.2. Which Connection do you prefer to sale?
a. Reliance 40%
b. Idea 30%
c. Airtel 20%
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Q.2. (a) Reasons for the preferences
a. Better Margin 30%
b. Customer Demand 34%
c. Product Features 26%
d. Others 10%
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Q.3 According to you, which factor affect-buying decision?
a. Price 40%
b. Brand 10%
c. Product 20%
d. Value added services 20%
e. Shop Display 10%
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Q.4 How would you evaluate (from 1 to 5) the current providers you work
with on the following issues?
Scale
1 - Very Poor
2 - Poor
3 - Average
4 - Good
5 - Very Good
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FOR POSM SUPPORT
TRAINING SUPPORT
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CLAIM SETTLEMENT
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0
5
10
15
20
25
30
1
2
3
4
5
Reli ance Idea A irtel
INNOVATION
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0
5
10
15
20
25
30
Rel iance Idea Airtel
1
2
3
4
5
PROMOTION
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0
5
10
15
20
25
30
35
Rel i an ce Id ea Ai rtel
1
2
3
4
5
CUSTOMER ANALYSIS
Q.1 Age Group
a. 15-25 Years 40%
b. 25-35 Years 51%
c. 35-45 Years 7%
d. 45 Years and above 2%
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Q.2. Occupation
a. Student 19%
b. Service 26%
c. Business 46%
d. Professional 9%
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Q.3 Income Group
a. Below 20000 18%
b. 20000 to 40000 46%
c. 40000 to 60000 21%
d. More than 60000 16%
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Q.4. While purchasing mobile connection who influence your buying decision.
a. Children 2%
b. Wife 2%
c. Parents 7%
d. Yourself 63%
e. Friends 12%
f. Retailers 14%
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Q.5. How do you come to know about the reliance product?
a. Neighbors 2% b. Users 38%c. Friends 6%d. Newspaper 35%e. Bill boards 2%f. Advertisement 17%
2% 38% 6% 35% 2% 17%
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Q.6. What features affecting your buying decision?
a. Free outgoing calls (foc) 15% b. Free extra balance (feb) 8%c. Network quality (nq) 20%d. Local Call Connectivity (lcc) 22%e. SMS based Services (sbs) 4%f. Roaming facility (rf) 6%
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g. Price (Air time) (p) 25%
MARKET SHARE OF MOBILE SUBSCRIBERS
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MARKET SHARE OF CDMA IN M.P.
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RCOMM
TATA indicom
RCOMM 70%TATA INDICOM 30%
\
MARKET SHARE OF GSM IN M.P.
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AirTel
RCOMM
BSNL
Smart
Tata
Aircel
AIRTEL 35%
RCOMM 19%
BSNL 18%
SMART 17%
TATA INDICOM 9%
AIRCEL 2%
FINDINGS
Services provided by Retailers: -
All the retailers are dealing in all services i.e. providing Recharge
Voucher, SIM, and Tariff Voucher of all the cellular service companies
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present in Jharkhand zone. Also most of them provide only pre-paid
connection.
Satisfaction: -
Most of the retailers i.e. around 74% of respondents are satisfied with
RCOMM brand, 10% of them push RCOMM brand to the customer and
rest 16% retailers are not satisfied with RCOMM brand due to claim
pending and the distributor. The retailers dont get schemes
communicated in time by distributor and distributor does not provide
RCV & e-Top properly.
Problems: -
Around 15% of the respondents that there is network problem with
RCOMM, on the other hand they found its competitors viz. Airtel, BSNL,
TATA indicom network connectivity of very good to good level.
Around 16% retailers which are under puja enterprises distributor projected problem with distributors. They dont get schemes
communicated in time by distributor and distributor does not provide
RCV & e-Top.
Support from company: -
Most of the retailers ensnared that they are supported by the companies
personnel & companies helpline.
All companies provide POP at right time and in adequate
number.
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To introduce new schemes for the retailers.
To improve the Network Quality.
If a company will introduce free outgoing upto 30 sectors in reliance to
reliance its will increase its market share.
To add some other facilities like to know the current position of Bank a/c,
information about Railway Time Table.
CONCLUSION
After having gone through the whole process of preparing the work
project on the Buying behavior of consumers towards mobile service provider
in Gwalior market. I have gained the knowledge of practical things. This was
possible only after working in & studying the market. Earlier this project I knew
the theoretical knowledge about the buying behavior but after this project I
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learned the practically of these factors on the behavior of consumers. Through
this project I could understand the great difference among the various class of
buyers & they behave differently because there requirements are different. This
market research helped me to get a deep insight into the service and marketing
strategies of the company.
As far as the competition is concerned Airtel is a new but there is a neck-
to-neck competition between the Reliance and Idea.
QUESTIONNAIRE
RETAILER QUESTIONNAIRE
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Name :
____________________________________________________________
Address :
__________________________________________________________
Phone/Mobile
:_____________________________________________________
1. Which service providers connection you provide?
a. Reliance [ ]
b. Ic. Airtel [ ]
2. Which card do you prefer to sell
a. Reliance [ ] b. Idea [ ] c. Airtel [ ]
Why?
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a. Better Margin [ ]
b. Customer Demand [ ]
c. Product Features [ ]
d. Other [ ]
3. According to you which factor affect buying decision?
a. Price [ ]
b. Brand [ ]
c. Product (Basic Service) [ ]
d. Value Added Services [ ]
e. Shop Display [ ]
4. How would you evaluate (From 1 to 5) the current providers you
work
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with on the following issues?
Service
Provider
POSM
Support
Training
Support
Claim
Settlement
Innovation Promotion
Scale=1=Very Poor, 2=Poor, 3=Avg., 4=Good, 5=Very Good.
CUSTOMER QUESTIONNAIRE
Name:
Address:
Phone / Mobile:
1. Age Group
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a. 15-25 years [ ] b. 25-35 years [ ]
c. 35-45 years [ ] d. 45 and above [ ]
2. Occupation
a. Student [ ] b. Service [ ]
c. Business [ ] d. Others [ ]
3. Income Group
a. Below 20000 b. 20000 to 40000
c. 40000 to 60000 d. More than 60000
4. While purchasing mobile connection who influence your buying decision.
a. Children b. Wife
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c. Parents d. Yourself
e. Friends f. Retailers.
5. How do you come to know about the reliance product?
a. Neighbors b. Users
c. Friends d. Newspapers
e. Billboard f. Advertisement.
6. What features affecting your buying decision.
a. Free outgoing calls.
b. Free extra balance.
c. Network quality.
d. Local call connectivity of M.P. and Chhattisgarh.
e. SMS based services.
f. Roaming facility.
g. Price (Airtime)
7. Reasons behind having mobile?
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a. Style / Fashion.
b. Job Requirement.
c. To remain in contact with others.
d. Status Symbol.
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BIBLIOGRAPHY
1. Marketing Management Philip Kotler
2. Business World
3. The times of India
4. Hindustan Times
5. Internet
6. Business Today
Websites
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