PROJECT REPORT

SUBMITTED TO: -

NEW DELHI INSTITUTE OF MANAGEMENT

(AFFLIATED TO GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY)

UNDER THE SUPERVISION OF: - SUBMITTED BY: - Mr. Ankur Bhudhiraja BBA 3rd SEMESTER

ROLL NO: - 0041551706

CERTIFICATE OF AUTHENTICITY

This is to certify that the project report titled "Reliance Infocomm

and its Marketing Strategies" is submitted in partial fulfillment of

the degree of "Bachelors in Business Administration" at New

Delhi Institute of Management, This is a bonafide project carried

out by under my supervision and guidance and no part of this

report has been submitted for the award or any other degree,

diploma, fellowship or other similar titles or prizes and the work

has not been published in any scientific or popular journal or

magazines.

Ankur Budhiraja(Project Guide)

TABLE OF CONTENTS

1)CERTIFICATE OF AUTHENTICITY

2)ACKNOWLEDGEMENT

3)EXECUTIVE SUMMARY

Chapter 1: -Company Profile HISTORY INTRODUCTION A Dream Come True ANIL DHIRUBHAI AMBANI GROUP

BOARD OF DIRECTORS PRODUCTION MILESTONES QUALITY MARKET SHARE COMPETITORS A GLANCE ON THE PRODUCTS MARKETING STRATEGIES:

COST MANAGEMENT: THE INSIDE PICTURE SALES AND MARKETING STRATEGY CUSTOMER GENERATION ADVERTISING PRODUCT INNOVATIONS

TACKLING THE PROBLEM PHASE CONCLUSION

ACKNOWLEDGEMENT

I take it a great privilege to avail this opportunity to express my deep gratitude to all those who helped me and guided me throughout the project.

I would specially like to thank and express my profound gratitude to Mr. Ankur Bhudiraja, for providing me an opportunity to work under their guidance and for constantly motivating me through the course of this project report.

Executive Summary

History

LATE DHIRUBHAI AMBANI

Reliance Infocomm is the outcome of the late Dhirubhai Ambani's (1932-2002) dream to herald a digital revolution in India by bringing affordable means of information and communication to the doorsteps of India's vast population. Dhirubhai Ambani charted out the mission for Reliance Infocomm in late1999. He saw in the potential of

information and communication technology an opportunity for India to leapfrog over its historical legacy of backwardness and underdevelopment. Between 1999 to 2002 Reliance Infocomm built the fiber backbone for India — 60,000 kilometers of fibre optic backbone, crisscrossing the entire country. This network was commissioned on December 28, 2002, the 70th birth-anniversary of Dhirubhai. This day also marked his first birth anniversary after his demise on July 6,2002.

INTRODUCTION

Reliance Infocomm is a major player in the rapidly growing Indian wireless market, as well as an emerging leader among CDMA operators worldwide.

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, 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.

Officers:Chairman: Anil D. AmbaniHead of Branding & Marketing: Sanjay BehlCorporate Communications: Jimmy Mogal

Reliance Communications (formerly Reliance Infocomm), along with Reliance Telecom and Flag Telecom, is part of Reliance Communications Ventures (RCoVL).

According to National Stock Exchange data, Anil Ambani controls 66.75 per cent of the company, which accounts for more than 136 crore shares of the company. Reliance Infocomm is an Indian Telecommunications company. It is the flagship company of the Reliance-Anil Dhirubhai Ambani Group, comprising of power (Reliance energy), financial services (Reliance capital) and telecom initiatives of the Reliance ADAG Group. Reliance Infocomm is currently managed by Anil Dhirubhai Ambani.

Reliance Infocomm was launched as a very ambitious project. The project was conceived at the convergence of communication and information technology. It was designed to connect every home and office in India with each other and the world through an overarching terabit optic fibre digital distribution system. It was developed to provide a range of services to every citizen, company and community. It was envisaged to earn for India leadership in the knowledge age. Reliance Infocomm aimed to create new paradigms in enterprise, entrepreneurship and engagement. To achieve all these objectives Reliance Infocomm rolled out a complex architecture of domains, functions, facilities, coverage and services, through the latest technology, aiming to add value through messaging, facilitating business transactions, videoconferencing, music and movie download services.

According to a comparison cited by Mukesh Ambani, former Chairman of Reliance Infocomm, the United States currently has only about 100 out of 700 cities with the CDMA2000 1X technology that provides the benefit of mobile voice, data and video, while Reliance Infocomm by 2008 is expected to provide these services to 100% of Indian cities. The paper has been produced as part of the project “Telecom Demand: measures for improving Affordability” in the Media and Communications Department (media@lse) at London School of Economics. The project is funded by the International Development Research Centre (IDRC), Canada and is a contribution to the World Dialogue on Regulation for Network Economies (WDR) programme on Diversifying Participation in Network Development at IDRC. The first of the of third-generation (3G) wireless standards to be commercially deployed, CDMA2000 1X laid the groundwork for the higher speed wireless data rates available today in many markets around the world.

Reliance Industries, the parent company of Reliance Infocomm, is the largest private sector corporation in India with stakes in Petroleum, Petrochemicals, Engineering, and Finance. This scale of operations provided great leverage as the company ventured into telecommunications. Reliance Infocomm, in the initial stages, shared all Reliance resources to ensure cost effectiveness in every service that it provided. Reliance Infocomm operated out of existing Reliance Industries offices and utilized the capital and personnel resources to the extent possible. Reliance Engineering Associates Ltd, an associate company, made sure that the engineering and manpower costs were maintained at the bare minimum. According to B D Khurana, the Group President of Reliance Infocomm in developed countries human resource costs account for 22 per cent of a Telco’s operating cost as against 5 per cent in India…But we utilize all our internal resources in large numbers which further reduces the cost”. In addition Reliance centralized most of its operations.

According to the Chairman, Reliance Infocomm is building the largest infrastructure in the information and communications sector by any new entrant. To begin with, Reliance Infocomm: -

Networked 673 towns and cities Currently it has a presence in 1,850 towns and cities and

75,000 villages touching about 550 million Indians By end 2006, the company plans to connect two-thirds of all

the 640,000 villages and 5161 odd towns and cities to each other and to the world in a seamless way

This gigantic effort involving more than 8,500 BTS (Base Transceiver Station) towers covering about 91% of the country's national highways and 85% of the rail routes is compared by the company officials to the scale of effort involved in building virtually the entire railway system in India.

A dream come true

The Late Dhirubhai Ambani dreamt of a digital India — an India where the common man would have access to affordable means of information and communication. Dhirubhai, who single-handedly built India’s largest private sector company virtually from scratch, had stated as early as 1999: “Make the tools of information and communication available to people at an affordable cost. They will overcome the handicaps of illiteracy and lack of mobility.” It was with this belief in mind that Reliance Communications (formerly Reliance Infocomm) started laying 60,000 route kilometers of a pan-India fibre optic backbone. This backbone was commissioned on 28 December 2002, the auspicious occasion of Dhirubhai’s 70th birthday, though sadly after his unexpected demise on 6 July 2002. Reliance Communications has a reliable, high-capacity, integrated (both wireless and wireline) and convergent (voice, data and video) digital network. It is capable 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 revolutionising the way India communicates and networks, truly bringing about a new way of life.

Anil Dhirubhai Ambani Group:

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 limited.He: -

Is also Chairman of the Board of Governors of Dhirubhai Ambani Institute of Information and Communication Technology, Gandhi Nagar, Gujarat.

Also held the post of Vice Chairman and Managing Director of Reliance Industries Limited (RIL), India’s largest private sector enterprise.

Joined Reliance in 1983 as Co-Chief Executive Officer, and was centrally involved in every aspect of the company’s management over the next 22 years.

Is credited with having pioneered a number of path-breaking financial innovations in the Indian capital markets. He spearheaded the country’s first forays into the overseas capital markets with international public offerings of global depositary receipts, convertibles and bonds.

Directed Reliance Industries in its efforts to raise over US$ 2 billion in 1991

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

Anil 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 Rajya Sabha, Upper House of India’s Parliament a position he chose to resign voluntarily on March 25, 2006.

Awards and Achievements:

Conferred the ‘CEO of the Year 2004’ in the Platt’s Global Energy Awards

Rated as one of ‘India’s Most Admired CEOs’ for the sixth consecutive year in the Business Barons – TNS 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

BOARD OF DIRECTORS

Shri Anil D. Ambani – Chairman

Prof. J Ramachandran

Shri S.P. Talwar

Shri Deepak Shourie

Shri A.K.Purwar

Footprint

At present, Reliance Telecom's cellular services are available in 340 towns within its eight-circle footprint. Reliance Infocomm also offered for the first time in India, mobile data services through its R-World mobile portal. This portal leverages the data capability of the CDMA 1X network.

Customer Base

As of March-2007 Reliance Infocomm Had user base of 28 million, adding 1.2million users in

March-2007 alone. Is aggressively expanding the reach of its network at the

expense of customer satisfaction in order to reach more subscribers by extending its services.

Plans to expand it’s GSM network to 4,000. It is estimated that the mobile market in India will grow to 140 million subscribers by FY 2008.

It is important to note that as of 2007 Quarter 2, most of the Indian Telco’s do not have independent audits of their claimed subscriber bases and simply report "total" counts to TRAI. An estimated 5-10% of the total are "inactive" and there is no industry wide definition of an inactive pre-paid subscriber. Of the active base, the unique customers are another 5-10% less so the number of unique subs would be around 105 - 110 million out of the "total" of 140 m. With a market cap of around US$ 15 billion (as of May 2007) and almost 30 million total subs, that’s around $500/sub valuation.

Acquisition of Flag Telecom

In January 2004, Reliance Infocomm (RIC) acquired 100 per cent of the undersea cable company, FLAG Telecom for US$ 211 million through Reliance Gateway Net Limited, a wholly owned subsidiary of RIC. This acquisition provides RIC with an international gateway to global markets.

Market Cap

Reliance communications has a market cap of 95000 crore Indian rupees (About $21 Billion) as of 23rd December 2006. The Rs 68-rise in the share since December 12 increases the value of the promoters’ stake by Rs 9,248 crore, or more than $ 2 billion.

Bid For Hutch

In 2007, Reliance Communications had bid for 67% of HUTCH but lost to VODAFONE led by its Indian CEO Arun Sarin. Vodafone beat Reliance by quoting US $ 12 billion.

Reliance is a renowned communications company involved in designing, implementing and managing the total telephony solution. The company is customer driven, structured to supply complete telephony service to clients; innovation, flexibility and professional installations maintain their position as a leader within the market.

Reliance Communications is a Telstra Premium dealer and has established nationwide alliances that can provide support through all major cities in Australia. An additional and unique strength lies in relationships built with suppliers ensuring the best possible product range is available to meet client needs.

PRODUCTION MILESTONES: -

Year Date Achievement

1997 Nov. 15The Dream, 1999

"Make a phone call cheaper than a postcard and you will usher in a revolutionary transformation in the lives of millions of Indians" - Dhirubhai AmbaniReliance Infocomm begins Project Planning

2000 May 10Optic fibre laying process commences in Gujarat, Andhra Pradesh & Maharashtra

2001 May 1First Media Convergence Node made "Ready for Electronics" at Jaipur

2002 Jan 15First Base Transceiver Station (BTS) made "Ready for Electronics"

Feb 15Obtains International Long Distance License from Govt. of India

Dec 22Commissions 1st Optic Fibre Backbone ring

Dec 24Establishes 1st Point of Interconnect (POI) in New Delhi

2003 Jan 15Introduces Dhirubhai Ambani Pioneer Offer for Reliance India Mobile service

Feb 14 Launches Reliance Web World in top 16 cities

Mar 31Launches International Long Distance Services

April 3Commissions all backbone rings

April 25Introduces colour handsets

May 1Launches Reliance India Mobile Service commercially in top 92 cities

with one million customers.

June 10Launches India's first wireless Point of Sale (POS)

July 1Introduces "Monsoon Hungama" Offer: Instant multimedia mobile phone and connection for just Rs 501.

Sets world record - acquires one million customers in 10 days

July 3Launches R Connect Internet connection cable

Aug 26Introduces Reliance India Phone Fixed Wireless Phone and Terminal

September 20"Navratri" a data service in R-World posts a world record of 10 million downloads on the first day of the launch.

September 30R World clocks a phenomenal 1 billion hits in 1 month

Oct 6Launches integrated broadband centre at Reliance Web World, Bangalore

Oct 30Reliance becomes India's largest mobile service provider within 7 months of commercial launch

Nov 3Customer base touches 5 million

Nov 16Launches National Roaming

Nov 21Launches International SMS to 159 countries launched

2004 Jan 12International wholesale telecommunications service provider, FLAG Telecom amalgamates with Reliance Gateway, a wholly owned subsidiary of Reliance Infocomm

Feb 9Launches RIM Prepaid with attractive offer - For Rs 3500 get a Motorola C131 mobile phone and Rs 3240 worth of re- charge vouchers instantly and stay connected for 1 year

Feb 17Reliance subsidiary Flag Telecom announces FALCON Project - a major new Middle East Loop Terabits Submarine Cable System with links to Egypt and Hong Kong via India

Mar 22Reliance Infocomm launches multi-player gaming on RIM handsets - a first in India

April 5Reliance India Mobile introduces International Roaming facility to 172 countries, 300 networks

April 23Reliance Infocomm introduces first ever auction facility on Mobile phones through R World.

June 8Reliance Infocomm introduces World Card - a Prepaid International calling card for affordable and convenient ISD calls from India.

Aug 5Launches the first regional Customer Contact Centre in Chennai

September 6Mukesh D. Ambani, Chairman, Reliance Infocomm, receives Voice & Data "Telecom Man of the Year" award

September 9Introduces Railway Ticket booking from R World data applications suite of Reliance India Mobile

Oct 19Reliance Infocomm bags the CDMA Development Group's 3G CDMA Industry Achievement Award for International Leadership.

2005 Jan 4Reliance introduces first e-recharge facility in CDMA in India.

Jan 24Reliance India Mobile announces mega rural plan to cover 4 lakh villages and 65 crore Indians by December 2005.

June 26Anil Ambani appointed Chairman of Reliance Infocomm

July 30Air Deccan and Reliance Web World join hands to offer air ticket booking

facility at Reliance Web World

Aug 11XLRI's Post-Graduate Certificate programme in Logistics Supply Chain Management (PGCLSCM) launched on Reliance Web World’s virtual classroom platform. First of its kind e-learning programme in India.

Aug 18Reliance Infocomm rolls out international roaming facility across several countries to become the first Indian CDMA operator to offer its customers such a service.

September 6Reliance Infocomm tied-up with the Bombay Stock Exchange to make available livestock quotes on its mobile phones.

September 15Reliance Communications, UK launched Reliance India Call service in England and Wales enabling callers to make high-quality calls to India from any landline or mobile phone at economical rates.

September 21Apollo Hospital and Reliance Infocomm join hands to provide top class healthcare service to millions of Indians in over a hundred Indian cities.

Oct 13Reliance Web World wins Frost & Sullivan Market Leadership Award for Video Conferencing services.

Nov 12Reliance Infocomm hosts the 4th global CDMA Operators Summit.

Nov 22Reliance Infocomm joins hands with Indian Airlines to offer India's first mobile booking of domestic airline ticket.

Nov 30Reliance Infocomm introduces MORE bile, redefines customer rewarding with 33 % more talk time on prepaid recharges of Rs 315 denomination and

above and much more.

Dec 12Reliance Infocomm and China Telecom sign agreement for telecom services to provide direct telecommunication service, including a global hubbing service, to subscribers in the two countries.

2006 Jan 1Reliance Infocomm launches "One Nation, One Tariff" to enable Reliance India Mobile prepaid users to call anywhere in India at Re one per minute.

Jan 19Reliance Demerger adds record Rs.55, 000 Crore to shareholder wealth

Jan 23TIMES NOW launched on Reliance Mobile Phones, making it the world’s first TV channel to be launched on a mobile phone.

Mar 6Reliance Communications Ventures Ltd. (RCVL), India's leading integrated telecommunications company, a member of the Reliance - Anil Dhirubhai Ambani group, lists on the Bombay Stock Exchange and National Stock Exchange.

Mar 21Reliance Infocomm introduces R World in Hindi to become the world's first operator to offer mobile data services in more than one language on the same handset. This will make it possible for millions of Indians to access the popular R World with hundreds of every-day-use applications in the national language.

Mar 23Reliance-Anil Dhirubhai Ambani Group signs up Indian cricket's whiz kid and heartthrob of millions Mahendra Singh Dhoni as the brand ambassador for Reliance Communications Ventures Ltd.

Mar 29Reliance Infocomm becomes India’s first telecom operator to launch seamless inter-standard international roaming service - 1World.1Number, with single number on international CDMA and GSM networks.

April 27Reliance Communications launches India’s first Talking Message Service (TMS) enabling its mobile users to send voice messages to not only other mobiles but also fixed wireless phones (FWP) and landlines.

June 22Reliance Communications ties up with Disney to offer on Reliance Mobile World India's first 3D animation on mobile.

July 3Reliance Communications launches 'Hello Capital Plan' to enable its subscribers in 19 state capitals to call each other at the local call rate of 40 paise per minute.

July 19Reliance Communications slashes ILD rates by up to 66%

Aug 7T-Com signs contract with FLAG Telecom for Europe-US bandwidth

September 5Union Communications & IT Minister Thiru Dayanidhi Maran inaugurates Reliance Communications’ FALCON Cable System.

Nov 17Reliance Communications launches Free Group Term Life Cover for its CDMA subscribers

Dec 28Reliance Communications’ FLAG Telecom announces FLAG Next Gen to cover 60 countries

2007 Jan 10Reliance Communications adds a record 1.4 million subscribers in December ‘06

Jan 18Say Hello on Reliance ‘Simply 2030’

Jan 25Reliance Communications promotes Roger Waters Music Concert

Jan 29RCOM shareholders approve tower business demerger with a 99.99% overwhelming majority

Jan 30Overwhelming response to Reliance World’s National Digital Elocution Competition

Jan 30Reliance joins Lenovo and Intel for "Internet on the Move"

Feb 2Reliance Communications’ market capitalization tops Rs 1 lakh crore (1 trillion rupees or 24.39 billion US dollars) on Bombay Stock Exchange

Feb 16Reliance Communications offers best value on roaming

Feb 26Search Jobs & Classified Ads from Reliance Mobile World - Reliance Communications ties up with Naukri.com

Mar 6Reliance Communications ushers in ‘Virtual Global Conference Network’

Mar 7DHIRUBHAI AMBANI – THE MAN I KNEW By KOKILABENBook on Founder Chairman launched.

Mar 8Reliance Communications launches ‘Roam Jamaica on Reliance Mobile

Mar 16Reliance Mobile launches ' Suno Zee’

Mar 19Demerger of Passive Infrastructure division Reliance Communications & Reliance Telecom approved by the Bombay High Court

Mar 21Reliance World Offers Program to Help Students ’Crack Admissions in Colleges Abroad’

Mar 23Govt’s Rural Telephone Scheme (RDEL) through Reliance Communications successfully closes by

March 31,2007

Mar 26Booking train ticket from Reliance Mobile Phones becomes more easy now… with ITZ Cash Cards

April 4Reliance Communications unleashes the power of mobile advertising

April 6Reliance Communications acquires 1.2 million subscribers in March 2007.

April 11Sunny Days And Nights For Reliance Mobile Subscribers asReliance Communications ties up with SUN TV to offer video streaming of all SUN TV programs online 24x7

April 11Reliance World launches summer e camp for school kids

April 30RCOM first listed Indian telecom company to reward shareholders

May 2A Classic Bonanza – Reliance Communications unveils handsets @ Rs 777

May 9RCOM bags West Bengal E-Governance Project

May 10Reliance sets a new record, one million Classic handsets sold in just one week

May 12Reliance Communications slashes rate to US and Canada. It's now just Rs 1.99 per minute

May 14Reliance Communications launches Classic Color Bonanza - Color handsets @ Rs 1234

May 17RCOM kick starts world's fastest and largest rural infrastructure rollout on World Telecom Day.

May 18Reliance Communications Launches Lifetime Validity Recharge @ Just Rs.499.

May 22RCOM slashes roaming rates by as much as 70 percent

May 25Reliance Communications launches unlimited calling

June 5RCOM hosts seminar on ‘Emerging Trends in Mobile Applications Development’

June 6Reliance Communications adds 1.4 million new mobile subscribers in May2007

June 6Reliance Classic' Makes Music - FM Radio Phones Launched at just Rs.1888

June 27Reliance World, BIMTECH & Philadelphia University unveil Executive Program in Retail Management (EPRM)

June 28Reliance Communications ties up with Cisco to launch Business Internet Services for SMEs in Pune

July 4Bengali movie ‘Anuranan’ on Reliance Mobile World

July 7RCOM and QUALCOMM Collaborate on CDMA2000 Expansion

July 12Reliance Communications awards Alcatel-Lucent a Next-Gen network expansion contract

July 12Reliance Communications awards Huawei all IP Next-Gen network expansion contract

QUALITYIt was originally envisaged by Reliance Infocomm that these services would enter the commercial phase in April 2003. However, despite the nation-wide network of Reliance Infocomm being fully ready in all respects, delays in concluding and implementing interconnect agreements with other cellular and basic service providers have necessitated a revision in the schedule for commercialization. With these agreements now in place, and implementation expected, the Reliance India Mobile services is fully functional across the country from May 2003, which includes full interconnectivity with all other service providers and two-way SMS operability. Reliance India Mobile customers will be able to make and receive calls from any landline, GSM cell phone or CDMA mobile phone from any network in any part of the country or the world.

Consequently, the Dhirubhai Ambani Pioneer Offer continued to be available till June 30, 2003 in the top 104 towns and cities and till July 31, 2003 in the remaining 569 towns in India. The 36-month subscription period of existing customers of the Dhirubhai Ambani Pioneer Offer was effective from the day of starting commercial service.To enhance customer experience, all services associated with Reliance India Mobile was offered through 252 Reliance Web World outlets and 1,000 field customer care desks, many of which are already operational while the rest will start functioning all over India in the next few weeks.

These centres would enable potential customers to walk in, experience and walk out with a fully provisioned Reliance India Mobile phone within fifteen minutes, and also manage all customer support. In addition to resolving usage and services related problems of customers on the spot, a full suite of feature enhancements services shall be offered, such as change in address, numbers, rate plans, class of services etc. All necessary support to handle special situations, such as loss or theft of handsets, repair of handsets shall also be available. This pioneering effort, to provide integrated post-sales services – including handset, shall become yet another distinguishing feature of Reliance India Mobile.

A quality process, institutionalized by Reliance Infocomm to ensure that all handsets provisioned to customers are defect-free, is fully functional. With this system, Reliance Infocomm is in a position to interface with manufacturers and correct any handset-related issue before the handset is made available to the customer. This institutionalized system acts as a second level quality check of handsets for customers of the Reliance India Mobile service and is unlike other service providers where the customer has to rely only on manufacturer’s quality checks or on gray market operators. Consistent with its principle of bringing about a customer-centric mobile revolution in India, Reliance Infocomm believes that it is critical to interface commercially with customers only after full interconnectivity is achieved, and consistent service quality and reach are available.

Market share

Reliance Infocomm is targeting around 25-30 per cent growth rate

of the industry total of two to 2.5 million subscribers per month in

the current year, even as it has garnered a subscriber base of

around 3.5-4 lakh connections for its recently launched pre-paid

connections.

"Indian telephony industry is growing at a rapid pace and we are

aiming at a market share of around 25-30 per cent, which would

give us a commendable presence by the end of the year," Reliance

group chairman and managing director Mukesh D Ambani said.

"The company's total post-paid subscriptions were over 6.3 million

connections, he said.

Reliance Infocomm is also planning to build on its existing

partnership with LG Electronics, a major CDMA handset provider

to the company.

Apart from LG Electronics, the company would also strengthen its

existing partnership with Samsung, Nokia and the recently

included Motorola, he said.

On the inducement of capital to Reliance Infocomm, Ambani said

that the company was looking at all options and would "take

appropriate decision".

Reliance group director Nikhil Meswani said that the company was

planning to offer international roaming over its CDMA handsets,

which would enable the user to globetrot without changing the

handset or number.

COMPETITORS: -

Slowdown in Indian mobile growth

The slowdown in mobile subscriber growth in India continued throughout May, with new additions totaling 1.29 million. GSM adds dipped slightly, with operators adding 979,256 customers, compared to 1 million in April, while CDMA operators fared slightly better with new subscribers totaling 307,854 in May from 259,233 a month earlier, to bring the country's total mobile subscriber base to 35.87 million.

GSM operator Bharti Group added 585,000 subscribers in May, to bring its total to 7.34 million or around 26% of the GSM market.

Hutchison Telecom increased its GSM market share to 19.86%, adding 203,000 subscribers during the month to end May with 5.59 million users.

BSNL trailed Hutchison slightly, adding 172,000 subscribers to bring its total to 5.52 million and a GSM market share of 19.63%.

Idea Cellular actually added 1.14 million GSM subscribers in May to bring its market share up to 14%, but this was due to the recent completion of Idea's acquisition of Escotel with over 1 million subscribers, bringing Idea's total subscriber base to 3.96 million. India's total GSM subscriber base stood at 28.15 million at end-May. The country's CDMA customer base grew to 7.72 million end-May with Reliance Infocomm adding 272,728 subscribers to take its total to 7.01 million.

Tata Teleservices had a good month, adding 140,000 new subscribers after suffering negative growth in April, to bring its total to 652,000. Tata yesterday launched BREW services across six states.

INITIAL PUBLIC OFFERING

The three initial public offerings (IPO) in the telecom sector - from Reliance Infocomm, Hutchinson Essar and Idea Cellular - are together expected to mop up at least Rs 7,000 crore from the capital market, say market sources.

The Reliance Infocomm IPO itself will raise about Rs 3,000 to Rs 3,500 crore, Hutchison Essar will raise about Rs 2,000 to Rs 2,500 crore and Idea Cellular will raise about Rs 1,500 crore, say sources. When contacted by FE, all the three companies refused to comment on the IPO.

The Reliance Infocomm IPO has hit the market in 2005, followed by Hutchison Essar and Idea Cellular IPOs in June 2006. The funds raised by Hutchison Essar and Idea Cellular were used for expanding their presence in more circles and Reliance Infocomm used the funds to expand its mobile phone operations and broadband services. Reliance Infocomm is present in all the 23 circles across the country. However, Hutchison Essar is present in 13 circles and Idea Cellular has a presence in eight circles and recently has bagged the license to operate in three additional circles. Reliance Infocomm has a market share of 19.89%, Hutchison Essar has a market share of 14.41% and Idea Cellular has a share of 6.85%.

After achieving dominant market share in the post paid segment and establishing itself as No. 1 player in the mobility sector, Reliance Infocomm today marked its entry into the prepaid segment by announcing path breaking schemes that give customers free recharge vouchers worth nearly the cost of a Reliance India Mobile (RIM) Prepaid handset that they buy. Not only that, they can remain connected for a full one year without having to buy new recharge vouchers.

Under the revolutionary, never-before RIM Prepaid launch scheme a customer will just pay Rs 3500 for a stylish Motorola C131 handset and, in return, get a free RIM Prepaid connection and recharge vouchers worth Rs 3,240 valid for six months with an additional six-month grace period. During this grace period the subscriber will be able to receive incoming calls and SMS without recharging the account. The RIM Prepaid promotional scheme is also available with all other Reliance India Mobile handsets. For example a customer can buy a Java and multimedia enabled LG RD2030 handset for Rs 6,500 and get RIM Prepaid recharge vouchers worth Rs 6,480 absolutely free.

"RIM Prepaid raises the bar for innovation, quality of service and value added services in prepaid segment of mobile telephony market. RIM Prepaid customers will have full seamless mobility across the country and roaming service comes to them without any extra charge. They will also be able to recharge their account with any denomination from virtually anywhere in India. RIM Prepaid is also the only prepaid service in the country that provides data applications through R World and Internet connectivity through R Connect.

The RIM Prepaid handsets are distributed through over 15,000 retail outlets across India. Customers will be able to buy recharge vouchers from over 70,000 retail outlets across the country. The tariff for RIM Prepaid is one of the lowest in the industry and simple to comprehend with fewer slabs. All local calls, intra-circle calls and inter-circle calls of less than 50 kms distance to another mobile phone have a flat rate of Rs 2.49/minute. All inter-circle calls of above 50 kms to another mobile phone have a flat Rs 2.99/minute rate. All local calls, intra-circle calls and inter-circle calls of less than 200 kms to a fixed phone have a flat Rs 2.99/minute rate and all inter circle calls of above 200 kms have flat rate of Rs 3.99/minute.Other unique features of RIM Prepaid include automatic roaming in pan India RIM network at no extra cost, nationwide recharge facility with any denomination, STD and ISD facility, call forward and voice message service at local mobile call rates from anywhere in RIM network. RIM Prepaid customers with Java enabled handsets will be able to use their phones as modems for R Connect Internet connectivity and access R World data applications. RIM Prepaid customers will also have access to 1234 SMS based services and a host of call management services like three-way conference call and caller line identification.Reliance Infocomm has established a pan-India, high capacity, integrated (wireless and wireline) and convergent (voice, data and video) digital network, to offer services spanning the entire Infocomm value chain - infrastructure, services for enterprises and individuals, applications and consulting. The Reliance Group, founded by Shri Dhirubhai H. Ambani (1932-2002), is India's largest business house with total revenues in the financial year ended March 2003 of Rs 800 billion (US$ 16.8 billion), cash profit of over Rs 98 billion (US$ 2.1 billion), net profit of over Rs 47 billion (US$ 990 million), market capitalisation Rs 974 billion (US$21.7 billion) and exports of Rs 119 billion (US$ 2.5 billion).

A Glance On The Products: -

1) Reliance Infocomm offered an introductory scheme called the 'Dhirubhai Ambani Pioneer' offer. Under this scheme: -

Consumers were given a free digital mobile phone, unlimited free incoming calls, billing at 15-seconds pulse rate, for a one-time fee of Rs 3000 (US$66.7) as membership charges and Rs 600 (US$13.3) per month (paid in advance) as telephony charges.

All incoming calls were offered free and outgoing calls were charged at 10 paise (0.2 US cents) for 15 seconds.

The cost of a national long-distance call to any Reliance phone in the country was 40 paise (0.8 US cents) for a minute. In addition, the monthly charge included 400 minutes of outgoing calls.

Only calls over and above this were charged extra. Value added services like voice mail, call waiting, call hold, call divert, call identification, call conferencing, dynamic locking and text messaging were offered for free. Internet access through the phones was also offered free initially.

2) Dhirubhai Ambani Pioneer offer with the Monsoon Hungama scheme: -

Allowed customers to get a mobile phone for an upfront payment of just Rs 501 (US$11), bringing down the entry barrier to a bare minimum.

The scheme also permitted a low monthly spend, allowing the customer to restrict the fixed monthly outgoing (postpaid) to Rs.449 (US$10), inclusive of the Rs.200 (US$4.4) paid as club membership and privilege charges.

3) Reliance infocomm’s Monsoon Hungama offer: -

A phone for Rs 501 (US$11) was a runaway success. It pushed Reliance to the top of the telecom market in terms of subscribers.

It was the biggest promotional success in the history of mobile telephony in India.

1 million subscribers joined Reliance Infocomm in just 10 days after the launch of the Monsoon offer. The ripples of the offer were not limited to Reliance.

This offer led GSM handset prices to fall to as low as Rs 1,500 (US$33.3). In the footsteps of Reliance Infocomm, during the same period, many competitors started offering flexible pre-paid options at less than Rs 500 (US$11.1) per month for their GSM mobile services.

4) Pre-paid Offering - Market Consolidation:

As the market for post-paid mobile services started stabilizing, Reliance Infocomm launched its first pre-paid offer. The pre-paid offer marked a fundamental shift in Reliance’s strategy where it had built a post-paid customer base of over 6 million through the Pioneer and Hungama schemes. At a time when Reliance was finding it hard to manage its post-paid customers, the new strategy offered two advantages.

a) There was the obvious advantage that cash is collected beforehand.b) The cost of collecting bills - which is 1 to 3 per cent of revenue,

vanished.

5) In February 2004, Reliance Infocomm announced another set of prepaid schemes, quite different from the earlier schemes. The schemes gave customers free recharge vouchers worth nearly the cost of a Reliance India Mobile (RIM) prepaid handset that they buy. In simple terms it meant that customers were getting the phone free rather than having to buy it as they would if they opted for a GSM pre-paid scheme. Also, the customers were allowed to remain connected for a full year without having to buy new recharge vouchers. Under the Prepaid launch scheme, a customer had to pay Rs. 3,500 (US$77.8) for a Motorola C131 handset and received free Reliance Prepaid connection and recharge vouchers worth Rs. 3,240 (US$72) valid for six months and with additional six-month grace period.

Marketing Strategies: -

Cost Management - The Inside Picture

The Reliance Infocomm pricing system was always in line with Dhirubhai Ambani's dream and directive of making phone calls affordable for every Indian, and has been possible due to the meticulous planning, ‘out of the box’ thinking in touch with reality, and significant capital productivity achieved on the strength of Reliance’s track record in project management.Reliance Industries, the parent company of Reliance Infocomm, is the largest private sector corporation in India with stakes in Petroleum, Petrochemicals, Engineering, and Finance. This scale of operations provided great leverage as the company ventured into telecommunications. Reliance Infocomm, in the initial stages: -

Shared all Reliance resources to ensure cost effectiveness in every service that it provided.

Operated out of existing Reliance Industries offices and utilized the capital and personnel resources to the extent possible.

Reliance Engineering Associates Ltd, an associate company, made sure that the engineering and manpower costs were maintained at the bare minimum.

According to B D Khurana, the Group President of Reliance Infocomm “… in developed countries human resource costs account for 22 per cent of a telco’s operating cost as against 5 per cent in India…But we utilize all our internal resources in large numbers which further reduces the cost”. In addition Reliance centralized most of its operations.

A group company, Reliance Telecom Limited, which uses the GSM technology to provide services to seven telecom circles across 11 North Eastern states of India, helped Reliance Infocomm in learning and managing cost structures during the initial stages. Reliance Telecom and Reliance Infocomm synergy helped in the optimum utilization of their networks in two ways: -

Firstly, Reliance Infocomm network started routing all the calls originating from Reliance Telecom, which guaranteed traffic and revenues from day one

Secondly, the network of Reliance Telecom helped Reliance Infocomm in gaining a foothold in the North

Eastern market, where it did not possess telecommunication licenses.

Provision of multiple services is another strategy, which Reliance Infocomm used to manage costs. When most other mobile operators focused exclusively on the provision of mobile services, Reliance Infocomm, in a phased manner, started offering all the services, which could utilize their network and other resources optimally. Apart from the basic mobile services, Reliance Infocomm currently offers landline, broadband Internet, leased line, VPN (Virtual Private Network), IPLC (International Private Leased Circuit), Centrex and IDC (Internet Data Centre) services, thus achieving lower costs per service and more revenues.

SALES AND MARKETING STRATEGY:

Reliance Infocomm radically redefined marketing models in India and engaged homes and enterprises directly by having the ability to deliver physical and virtual products and services as part of one system. Reliance Infocomm through its aggressive, unconventional tactics changed the rules of the mobile marketing game.

Customer Generation - Tapping in to Internal Resources:

Reliance targeted internally as it looked for the first set of customers. Officials of Reliance Infocomm realized that an employee base of more than 50,000 and a shareholder base of about 3.3 million was the best place to start as far as customers were concerned. Every employee was offered 10 connections at a discounted rate. While the normal monthly charges would be Rs.600 (US$13.3), for the employees they were offered at Rs.500 (US$11.1). Many employees bought Reliance connections for many of their

relatives and friends. During the annual general meeting the Reliance Chairman offered shareholders a discount package. The company offered an Rs.850 (US$18.9) discount on initial payments on subscription per connection. In addition, the shareholders were offered free usage worth Rs.100 (US$2.2) for six months. This amounted to a total discount of Rs 1,450 (US$32.2) per connection. In addition the shareholders were encouraged to promote Reliance Infocomm connections in their circles of influence. If a shareholder subscribed to two connections, he or she would get free usage worth Rs.100 (US$2.2) per connection for 12 months, in addition to the Rs.850 (US$18.9) per connection discount.This amounted to a total discount of Rs.4,100 (US$91.1) for two connections.

Advertising – Educating Masses and Evoking Passions:

Advertising was a marketing strategy, which complemented the unconventional use of channels by Reliance Infocomm. The Reliance mobile brand was branded as India Mobile to cash in on patriotic feelings. Bundling of handsets along with the service – a first time in India – allowed Reliance Infocomm to resort to a co-branding exercise with the handset makers. The Reliance Infocomm brand name embossed on every handset gave it a unique cachet, while the costs of many of the advertisements were discounted since they were also borne by the handset makers. A mega advertising campaign was launched across the media to mark the launch. The blitzkrieg coincided with the world cup cricket tournament, ensuring a huge audience.

The main theme of the first campaign built on the vision of Reliance Infocomm in bringing the power of telecommunications to every person. This campaign helped to educate people on the importance of telecommunication services.

The next set of campaigns talked about the innovative product features, which differentiated Reliance Infocomm from its competitors. The advertisements announced that Re India Mobile was

'Kabhi mobile, kabhi computer' (Sometimes Mobile, Sometimes Computer).

In the subsequent campaigns Reliance started riding on movies and cricket as themes.

Overall three observations emerge from the way Reliance handled the media.

Firstly Reliance built a huge public relations exercise around the launch of the product. The public relations effort gave much leverage to the advertising and gave rise to a word of mouth campaign.

Secondly, Reliance Infocomm utilized every media vehicle very effectively. It advertised on every TV channel available and in most newspapers, thus making sure that the product was being promoted across India – a nation very much divided by language and market conditions.

Thirdly, Reliance Infocomm capitalized on the passions of Indians when framing advertisements. The campaigns had an emotional pitch, piggy backing on Cricket and Bollywood thus effectively connecting with almost every Indian.

For marketing promotions Reliance again used unconventional strategies: -

The mobile service was promoted aggressively through every marketing channel.

Huge signs were put up in front of every gas station and office space in addition to the prime spots booked across the nation.

The bulk purchase of signboards ensured that the cost was lower as compared to that available to competitors.

They also utilized their telecom towers by putting up glow signboards on them, which lit up during the night – an innovative, but cost effective, strategies since most of the towers were in highly populated and visible areas.

Product Innovations - Connecting with Every Section of Society:

Reliance Infocomm leveraged its product innovation skills, applications development skills and partnerships to find new solutions to conventional and contemporary problems- from managing queues in temples, and connecting all police stations, to delivering e-governance solutions to citizens. Reliance Infocomm applications also facilitated the provision of education and health services to rural areas at an affordable cost. Reliance Infocomm attempted to offer something for every section of the society. In a significant initiative to connect with the huge farmer and trader community of India, communities that are traditionally left out of telecommunication strategies, Reliance Infocomm brought the Mandi (market) onto mobile handsets. To tap into the retailer community Reliance deployed India's first Wireless Point of Sale (POS) Terminal for processing credit card transactions in July 2003 in association with HDFC Bank - an important milestone in the history of retail credit in India. Wireless POS enabled banks to expand exponentially the number of merchant outlets accepting credit cards and speed up penetration of credit card services to smaller towns. To connect with vehicle drivers Reliance introduced the Vehicle Tracking System. Reliance Vehicle Tracking System provided real time tracking and monitoring of road consignments and vehicles across India from anywhere, anytime; consignment location display on Global Information Systems (GIS) map with assigned route data; routing and location finder capability; real time text messaging to remote vehicle from application interface; automatic exception alerts via e-mail; short messaging service (SMS) in case of geofence violation, speed, delay etc.

Through RConnect services, Reliance Infocomm offered India's only nationwide wireless Internet connectivity by leveraging its pan-India high speed CDMA2000 1X wireless network. RConnect helped it to connect to the growing community of Internet users, enabling it to gain over 300,000 subscribers in less than seven months. Subscribers could connect to Internet ‘on the move’ at data speeds of up to 144 Kbps from their laptops or other mobile computing devices using an RConnect Cable with their Reliance phones.

TACKLING THE PROBLEM PHASE:

The success of Reliance Infocomm and its impact on the Indian mobile telecommunication scenario does not mean that the growth of the company was without problems. Control issues and performance problems forced Reliance Infocomm to phase down the Dhirubhai Ambani Entrepreneurs, who paid around Rs 10,000 (US$222.2) each to obtain dealerships, to a few thousands by April 2003, about a year after the launch. Reliance was much criticized for circumventing many of the existing telecommunication policies in a ruthless manner. According to the Telecom Regulatory Authority of India (TRAI), WLL mobility should be within the local area that is in a range of about 20-25 kilometers with no roaming. Reliance overcame the policy shackles and roaming problems associated with Limited Mobility by enabling the customer to use the same handset in areas other than where it was registered. Through a multiple registration scheme, it provided connection to the Reliance network in other areas. This led the Department of Telecom (DoT) to issue a notice to Reliance Infocomm to discontinue offering roaming-like services on its WLL mobile phones. Reliance Infocomm got into many more legal difficulties with the policy-making body, the incumbent operator and the other operators in the Indian telecommunication sector. But eventually strong political clout and lobbying saw it through. Though opposed by the GSM Cellular lobby, based on the recommendation of the TRAI, as approved by the group of Ministers on telecom and then the Cabinet, the Unified License was introduced in India, benefiting Reliance Infocomm the most. The Unified Licensing allowed Reliance Infocomm, which held the Limited Mobility license, to migrate to the new regime to offer both basic and mobile services, putting it on a par with the other operators in the country. The Monsoon Hungama offer

fetched one million applications within the first ten days of its launch, but this did not happen without problems. Reliance Infocomm’s provisioning for bad debts for the year 2003-2004 amounted to 16 per cent of service revenues, among the highest in the industry, according to telecom experts. "This lends credence to the rumours in the market that many customers were cheating the company by disappearing, not paying up, not even receiving bills, and so on," said an analyst with a brokerage firm.Reliance Infocomm also saw a leadership crisis emerge between the Chairman – Mukesh Ambani and Vice Chairman – Anil Ambani, when Anil Ambani claimed an independent stake in the running of Reliance Industries. The crisis emerged during March 2004 and assumed a high profile in media and public spaces during December 2004. April 2004 to June 2005 witnessed a situation where Mukesh Ambani, who until then led every decision at Reliance Infocomm, withdrew from day-to-day operations, focusing on untangling the crisis. As a result Reliance Infocomm slipped to the second position in terms of subscriber numbers among the Indian mobile operators.

Still, Reliance Infocomm played a major role in ushering in a new era in Indian telecommunications. Despite the problems, Reliance Infocomm remains one of the front- runners in the Indian telecommunication industry. The marketing channel problems have been tackled and the company currently has a strong mix of own and outside channels including Dhirubhai Ambani entrepreneurs, direct sales agents, retailers, WebWorlds and Web World Expresses. In January 2004, Reliance Infocomm acquired 100 per cent of the undersea cable company, FLAG Telecom, for US$ 211 million. This acquisition provided Reliance Infocomm with an international gateway to global markets. The FLAG acquisition also means that Reliance Infocomm is the only Indian operator to own an international undersea cable network with a global footprint. The company, after running up losses for two years, has also turned a profit. It earned a profit of Rs. 510 million (US$11.3 million) for the fiscal 2004-05 reversing the loss of Rs. 3900 million (US$86.7 million) in 2003-04. Trust in the Reliance mobile brand was confirmed as it emerged as the most trusted telecom brand in the country.

CONCLUSION:

Reliance Infocomm stimulated telecommunication growth in India by challenging many of the conventional practices in product design, distribution, sales, advertising and pricing. Reliance Infocomm fashioned a strategy, which was conceptually simple but sweeping in its impact. While the competitors focused on the top segment of the market, by charging a premium, Reliance Infocomm sought to reduce the cost to the consumer, thus focusing on a market driven by volume. While others saw weaknesses of India as a market – widespread poverty and low levels of telecommunication penetration – and Reliance as an old economy firm focusing on oil production and business-to-business clients – Reliance Infocomm realized that these actually were strengths which it could tap into. Reliance Infocomm’s managers saw that telecommunications would be much valued by the poorer sections of society if it could be used to create opportunities and offered at affordable prices. The company tapped into its strong political and financial clout to build up a strong organization that could push it through the legal and regulatory system. Reliance Infocomm is planning to consolidate its telecommunication revolution through three phases:

Firstly, the mobile revolution now reaching 17 million customers will expand to 640,000 villages and to over 5,000 cities and towns. This revolution will create the potential for every individual to talk, learn, shop, bank, transact, entertain and be informed, while on the move.

Secondly, an enterprise Netway revolution will bring the possibility to provide broadband experience to every desktop and device in half a million enterprise buildings initially and eventually to millions of commercial buildings. This will create the potential to empower every

enterprise by making transactions efficient, functions seamless and new economic opportunities abundant.

And thirdly, a convergence revolution will provide high-speed networks to millions of homes. This revolution will offer every home access to a wide range of television channels, high-speed telephony, audio conferencing, videoconferencing and video on demand.

OBJECTIVES:

The report has been made to have a thorough knowledge in the field of successful running of a business and to learn some managerial, technical and marketing skills by studying the business strategies followed by one of the top company’s of India.

The following topics will be studied in this report on Reliance infocomm: Company’s Profile, which includes its history, its achievements

since, the time it was founded and by whom it was found.

Organization Structure that contains the some introduction of the company’s board of directors.

Product Profile contains details of the products and schemes that the company offers.

Thus this report completely deals with the functioning of Reliance Infocomm Technologies and hence, will be beneficial to study the skills required by a person to be a successful manager.

RESEARCH METHODOLOGY:

There are number of ways in which you can carry out your research but you need to carefully consider why you made this choice and what you hope the evidence will suggest to you. Questionnaires are one of the most common ways in which you can conduct market research, and there are many methods of gathering data this way: Direct Interview, Mail Survey and Telephone interview. Depending on the type of data you hope to collect will have a impact on what you choose to use. I have made use of method like questionnaire to with some close friends. I have asked some question about the company by mail. I even went to the stores of Reliance Infocomm all of them are located very nearer to each other in Lajpat nagar market. I even had talks with the managers of these stores about their market strategies, their sales, customer feedback. And in these stores in the presence of the manager of the store, asked some questions to some of the high profile customers . The Question I have asked are given in “questionnaire part” below.

All the statistical data used in this study have been collected from secondary sources generally publications of this company, magazines and Internet. Most of the material has been taken from the company’s own website.

The Main Sources are:

Search Engines on Internet

Newspapers / Magazines

News Papers published on this company

FINDINGS & ANALYSIS

Reliance Infocomm is a major player in the rapidly growing Indian wireless market, as well as an emerging leader among CDMA operators worldwide. It has acquired 100 per cent of the undersea cable company, FLAG Telecom for US$ 211 million through Reliance Gateway Net Limited, a wholly owned subsidiary of RIC. This acquisition provides RIC with an international gateway to global markets. The purchase is the company’s largest.

FINDINGS BASED ON QUESTIONNAIRE

1) Do you use mobile phone/ if yes then which one

Reliance Airtel Hutch Tata44.00% 38.00% 12.00% 6.00%

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Out of 100 people who were interviewed.44 responded in

favor of Reliance followed by 38 who chosen Airtel and

then 12 people said Hutch. 6 responded for Tata .

2)Which is the most affordable Mobile ?

Reliance Airtel Hutch Tata30.00% 24.00% 26.00% 20.00%

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Out 100 People 26 Chosen Hutch, 30 said Reliance and 24 people opted for Airtel where as 20 said Tata.

3) Do you think company Reliance infocomm is giving its customers what they want in terms of quality and price or value of money

Quality and Value of Money

Yes70%

No30%

Out of 100 people who were interviewed 70 replied in the favour of Reliance Infocomm by saying YES and rest 30 people said No.

4) Do you think the advertisements and Brand ambassadors

of the company are good enough?

Advertisment and Brand Ambessador

Yes, 84%

No, 16%

4. What do you think company Reliance Infocomm must do

to improve its marketing strategies?

BIBLIOGRAPHY:

www.reliancecommunications.com Google search engine