A Dissertation Report On

MARKETING AND SELLING STRATEGIES OF RELIANCE COMMUNICATION, NAGPUR

A Dissertation Report submitted to Global Business School, Nagpur in partial fulfillment of the requirement for the award of degree of
Master in Business Administration (INTERNATIONAL UNIVERSITY OF VIENNA)
Submitted by: KUNAL G PADOLE
M.B.A 3rd Sem.

Guided by: Prof. Kaustav Mukherjee

Faculty,GHRSMS

GLOBAL BUSINESS SCHOOL

MARKETING AND SELLING STRATEGIES OF RELIANCE COMMUNICATION, NAGPUR

Period of References: JAN 2004 DEC 2006

All the data will be taken from the primary and secondary sources; the data from the year 2004-2006 will be used for the study.
Submitted in partial fulfillment of the requirement for the award of degree of

Master in Business Administration

2007-2009 Under Guidance of Submitted by

Prof. Kaustav Mukherjee

Faculty, GHRSMS

Kunal G. Padole
MBA, 3rd SEM International university of Vienna

GLOBAL BUSINESS SCHOOL

(G.H. Raisoni Group of Institution)

Mrs. Swati Sharma Prof. Kaustav Head Of the Department Mukherjee

Faculty, GHRSMS

(MBA.)

DECLARATION
I hereby declare that the dissertation marketing & selling strategies of reliance communication is a result of my original work & has not been previously submitted to any examination of this university, and the dissertation will be liable to be rejected and / or cancelled, if found otherwise.

Place: Nagpur Date :

Kunal G Padole
MBA, 3rd SEM International university of Vienna

ACKNOWLEDGEMENT
It is almost inevitable to incur indebtedness to all who generously helped by sharing their invaluable time and rich experience with us, without which this project would have never been accomplished.

I deeply acknowledge all the staff members at Reliance Communications, who have shared their ideas and spared time for accomplishment of this project.

Kunal G Padole
MBA, 3rd SEM International university of Vienna

PREFACE
It is well evident that work experience is an indispensable part of every professional course. In the same manner practical training in any organization is must for each and every individual who is undergoing management course. Without the practical exposure one cannot consider himself or herself as a qualified capable manager. During the project period the student learn through his own experience, the real situations of the corporate world and to put his theoretical knowledge in to practice. This experience is very valuable for the student and plays a leading and an important role in career of the student.] Hence to fulfill this requirement, we had completed our project in Reliance Communications. Entering the organization is like stepping into altogether a new world. At first everything seems strange and unheard but at the same time when the time passes one understands the concepts and working of the organization and thereby develop professional relationship. Initially, it is felt as if classroom study was irrelevant & only theoretical in any concerns working but gradually it is realized that all the basic fundamental concepts studies are linked in one or the other ways to the organization. But how and what can be done with fundamentals depends upon the intellectual and applicability of the

individual. It is just a matter to modify the theory so as to apply it to given practical solution.

Executive Summary
The project included a thorough Market Analysis and selling strategies for this particular assignment. The Market so covered was in NAGPUR. Initially we analyzed the Market Category and then accordingly segmented it to do a proper study of the entire competition prevailing in the Market. Later we in a team also got involved in Sales to exactly know how to interact and deal with customers. This also helped us in getting the knowledge about the loop holes of Reliance India Mobile. Reliance Communications is subsidiary of Reliance Industries limited. This is their first foray into communication sector The Mobile & Landline market is by and large a very important market, as now a days majority of the customers use this service than to PCO service. Reliance Communications will offer a complete range of telecom services, covering mobile and fixed line telephony including broadband, national and international long distance services, data services and a wide range of value added services and applications that will enhance productivity of enterprises and individuals. Reliance India Mobile, the first of Communications initiatives was launched on December 28, 2002, the 70th birthday of the Reliance group founder, Shri Dhirubhai H. Ambani. Reliance Communications will extend its efforts beyond the traditional value chain to develop and deploy telecom solutions for India's farmers, businesses, hospitals, government and public sector organizations

CONTENT
CHAPTER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19. 20. TITLE RELIANCE-COMPANY PROFILE RELIANCE- A HISTORY RLIANCE COMMUNICATIONS AT A GLANCE ABOUT FOUNDER OF RELIANCE COMPANY ABOUT CHAIRMAN OF RELIANCE COMMUNICATIONS ABOUT RELIANCE INDIA MOBILE VISION OF RELIANCE COMMUNICATIONS ABOUT HANDSETS NETWORK COMPETITION OVERVIEW SWOT ANALYSIS OBJECTIVE OF THE PROJECT LIMITATIONS RESEARCH METHODOLOGY HYPOTHESIS DATA ANALYSIS RECOMMENDATION CONCLUSION CONSUMER FEEDBACK QUESTIONNAIRE BIBLIOGRAPHY PAGE NO. 1 6 8 11 14 18 21 28 41 42 48 50 52 54 57 58 59 60 61 64

RELIANCE COMPANY PROFILE

Overview:Reliance India Mobile, the first of Communications initiatives was launched on December 28, 2002, the 70th birthday of the Reliance group founder, Late Shri Dhirubhai H. Ambani.

Reliance at a glance: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. Dhirubhai was not just firmly rooted in traditional Indian values, but was also a quintessentially modern man the man of the new millennium. This was clearly reflected in his passion for mega sized projects , the most advanced technology and the highest level of productivity .In a short span of less than 25years, and without even the benefit of a formal education ,Dhirubhai Ambani built Reliance , a first generation enterprise , into one of the worlds 200 most profitable companies! He started out in life, working as a mere petrol pump attendant in Aden, Yemen .He had no technical knowledge of any of the businesses he wished to create in India. He had just five

hundred rupees in his pocket, a vision of what he wanted to achieve, an intrinsic faith in the latent demand potential of Indian markets, a belief in the capabilities of Indian people, and a burning desire to succeed!

The End Result?

He created Reliance, a Rs. 75000 crore enterprise, in a single lifetime! We must, each one of us, take inspiration from Dhirubhais extraordinary life, and challenge ourselves, to build on his achievements, to fulfill his desire, of one day making India an economic superpower. The corporation philosophy he followed was short simple and succinct-Think big .Think differently .Think fast. Think ahead. Aim for the best. He inspired the Reliance team to do better than the best not only in India but also in the world.

India's No. 1 Business Group

Founded as a textile mill in 1966 by Dhirubhai H. Ambani, the Chairman of the Reliance group, Reliance continued to be a textile company until early 1980s. However, seizing the opportunities emanating from the growing Indian economy as well as the opening up of the regulation-driven sectors of the economy such as petrochemicals, plastics etc., Reliance pursued the policy of backward integration from textiles as well as diversification from the early 1980s onwards to set up world-scale facilities for manufacturing polyester and textile intermediates, plastics and polymer intermediates, detergent intermediates etc.

Today, Reliance is Indias largest business house with total revenues of Rs 80,000 crore (US$ 16.8 billion), cash profit of over Rs 9,800 crore (US$ 2.1 billion), net profit of over Rs 4,700 crore (US$ 990 million) and exports of Rs 11,900 crore (US$ 2.5 billion).

And much more, it is:

The largest private sector group in India accounting for 9% of the governments indirect tax revenues, about 2.3% of countrys export. The company that set up the worlds largest grassroots refinery at Jamnagar in just under 36 months at a cost 30-35% less than that of global undertakings. The company that set up the world largest grassroots multi-feed cracker complex. The worlds second largest producer of polyester stable fiber and polyester filament yarn. The worlds largest shareholder family of 5 million. The only Indian company in business weeks 1994 listing of the 50 largest companies from developing countries. In the reckoning as Indias first private sector company to feature in the global fortune 500. Among the worlds top 425 companies by turnover, among worlds top 300 companies by net worth, among worlds top 225 companies by net profits.

AWARDS AND ACCOLADES

Reliance's commitment to excellence won several national and international awards and rankings for the company. Reliance also received many accolades for the management's outstanding performance.

Corporate Ranking
RIL was the only Indian company to feature among Asia's ten most creditworthy companies in The Asset Annual Benchmark Survey of Asia's Best Credits in 2002. Reliance Group emerged as India's 'Most Admired Business House' for the second consecutive year in the Business Barons TNS Mode Opinion Poll for 2002. RIL was ranked number one for 'Financial Soundness' and 'Long Term Vision', and number two in 'Overall Leadership', in a Far Eastern Economic Review (FEER) survey, Review 200: Asia's Leading Companies, in December 2002. An Asia money survey in December 2002 - January 2003 ranked RIL among the top five companies in the 'Overall Best Managed Company' category. RIL featured in the 'World's Most Respected Companies' list published by Financial Times based on a global survey and research done by Price water house Coopers.

In the Same survey Reliance was ranked among the world's 10 most respected energy and chemical companies, and also topped the list of 'Most respected Indian companies'. RIL was ranked at number three in 'India's Most Respected Companies' list published by Business world in January 2003. The 2001-02 annual report of RIL was judged the Best Annual Report among Indian companies and among the best 25 in Asia in a CFO Asia Best Annual Reports Survey in March 2003. In a Finance Asia poll in March 2003, RIL was ranked number one in India in the 'Best Financial Management' category. RIL received the inaugural best export performance award for FY 2000-01 from the Government of Maharashtra in March 2003.

A HISTORY
1966 Reliance is born

In1958 Late Shri Dhirubhai Ambani returned to Mumbai from Yemen and stated his first company, Reliance Commercial Corp. In 1966, as a first step in Reliances highly successful strategy of backward integration, he started the textile mill in Naroda, Ahmedabad.

1971 Only Vimal..

In 1971 Reliances entry into the domestic markets with an only vimal blitz was unprecedented in India .Between 1977 & 1980 , almost every day a new outlet opened . By 1980, there were 20 company-owned outlets, over 1000 franchised outlets & over 20000 retails stores.

1977 First IPO.

Reliance goes public in 1977, offering 2.8 million shares. Since that landmark day, 33 lakh people have joined this family of achievers, counted amongst the largest in the world. At present one out every four investor in India is a Reliance shareholder.

1993 Indias Largest..

Sales crossed Rs. 4000 crores making Reliance Indias largest private sector company. Reliance Petroleum offers Indias largest public offering. Today Reliance Groups revenue is equivalent to about 3.5% of Indias GDP & is trusted by an investor family of over 31 lakhs.

2000 Reliance Communications plan announced

Reliance Communications will offer a complete range of telecom services. Covering mobile and fixed line telephony including broadband, national and international long distance services, data services and a wide rang of value added services.

2002 Reliance Communications from Idea to Reality..

Reliance India Mobile the first of Communications initiatives was launched on December 28, 2002, the 70th birthday of the Reliance group founder, Late shri Dhirubhai H. Ambani .This marked the beginning of Reliances dream of ushering in a digital revolution in India by putting the power of information and communication in the hands of the people of India at affordable costs.

2002Fortune 500 Inc

Merger of Reliance Industries Ltd. and Reliance Petroleum Ltd. Indias first and only private sector Fortune 500 company.

2003Reaching Heights.
Reliance Communications Indias largest mobile services co. BSES, one of the premier transmission & distribution companies of the country, became part of the Reliance group.

AT A GLANCE

In December 2002, Reliance Communications ushered a digital revolution in India. The company's catch line 'A New Way of Life' reflects the dream of Reliance Founder-chairman Dhirubhai Ambani to place the power of information and communication in the hands of common people at an affordable cost. Reliance Communications has created an overarching digital infrastructure using state-of-the-art technology on the strength of a 60,000 km terabit capacity optic fiber network linking more than 600 cities and towns in India. The goal of Reliance Communications is to progressively expand its optic fiber network and eventually cover 116,000 km, with the ability to seamlessly connect every individual, home, and office in all 640,000C villages and 2,500 towns and cities of India. Reliance Communications will offer revolutionary data, video and value-added services in the largest and most complex rollout in the global history of information technology and communication. The services are being launched in three phases. The first phase will trigger a mobile revolution in the form of Reliance India Mobile services through a nationwide wireless network that will reach out to 90 per cent of India's population. Eventually, the communication wave will reach every Indian. This

revolution will enable every individual to talk, shop, and bank, transact, entertain and be informed, while on the move. The second phase will usher an enterprise net way revolution by initially providing 100 mbps Ethernet links to every desktop and

device in half a million enterprise buildings. This will eventually extend to 10 million buildings. This revolution will empower every enterprise by making transactions efficient, functions seamless and new economic opportunities abundant. In the third phase, Reliance Communications will launch a consumer convergence revolution by providing high speed Ethernet links to 80 million homes initially and eventually to every home. This revolution will provide every home with a range of television channels, high-speed and telephony, video audio on conferencing, demand. video conferencing experience of Indian consumers by offering a host of applications on the mobile phone such as enhanced messaging in Indian languages, email access, Internet surfing, access to real time political, financial and sports news, games and video streaming. The service enables users to send text messages in Indian languages, access their email and other Internet accounts, surf the net at speeds of up to 144 kbps, be the first to get breaking news, view clips from the latest movies and experience many other exciting applications.

The Reliance India Mobile service is revolutionalising the mobile

Further, Reliance India Mobile has captured nearly 60 per cent of the incremental post-paid market or 25 per cent of the total postpaid segment, all in a matter of just ten weeks.

Reliance Industries is the lead investor in Reliance Communications. The overall capex for Reliance Communications has been estimated at Rs 18,000 crore (US$ 3.5 billion) compared to the initially announced Rs 25,000 crore (US$ 5 billion). The revision is attributed mainly to the sharp fall in telecom equipment costs globally. Despite downward revision in capex estimates, the overall scope of the Communications project has increased.

ABOUT
Late Shri Dhirubhai Ambani:-

FOUNDER OF

RELIANCE COMPANY
Few stories of entrepreneurial success in independent India can match that of Dhirajlal Hirachand Ambani for the audacity and scale of his operations. The sage of how a petrol pump attendant in Aden, earning Rs.300 a month in 1953, went on to build a polyester-petrochemical empire that is today one of the most inspirational rags-to riches legends in Indian corporate history. It symbolized the limitless capabilities of one man, hungry for success, which had dream and did everything within his power to realize it in his lifetime. For those who dare to dream, there is a whole world to win, Ambani once said for Ambani, the unmatched and 1970s, while in ward looking corporate behemoth grew at complacent Hindu rate of growth, Ambani was looking for new words to conquer. In the 25th year since it went in public in 1977, the flagship Reliance Industries has logged a blistering 40% compounded annual growth rate. Even so, Ambani didnt stop dreaming few years back, the petrochemical pasha said: It would be tempting to look back at Reliance pre-eminent position in Indian

Corporate sector, and believe that we have achieve all that we could. But would much rather focus on the size and scale of our operation relative to the integrated Global energy companies, and the fact that compared to them, we still have a long way to go. Wealth for all. It was the capacity to think big that inspired two generation of investors and created vast amount of wealth. For Ambani who galvanized the equity market and unleashed an army of investor in late 1970s raising money thought public issues meant access to low-cost fund in era of high rates. But it wasnt just Ambani who grew rich on Reliance. By last count, some 5 million equity investor had journeyed on and profited from the wealth creation juggernaut that he rolled out in 1977. in countless households across India, Reliance AGMs resembled nothing so much as political rallies: the number of participants warranted that they are at the Wankhede cricket stadium in Mumbai and last fortnight that no corporate in India has received. Power player. The Ambani, a matriculate, earned his place in India Incas Hall of Fame without the acquired wisdom imparted at business schools is entirely fitting at least some of the business practice that propelled Reliance to top were of a kind that they dont teach at Harvard. Ambanis artful political management during the license permit raj of the 1970s and 1980s ensured. As with General Motors in the US, a long line of political leader and bureaucrats appeared is good for India, policy changes,

of which the Reliance group was the principle beneficiary, sailed through. Likewise, formulation that would in habitat business rivals found easy passage. Pliant financial institution was complicit in Reliance failed attempt to take over L&T in 1998. and even when Ambani political patronage slipped as it did during V.P. Singhs tenure as Finance Minister and later as a Prime Minister he stayed one step ahead of policy changes that would affect Reliance. Having consolidated its strengths in 1980s, Reliance was well equipped to profit from the unshackling of the Indian economy in 1991. By then, however, Ambani had been lead low by a paralytic stroke, and the patriarch had passed on the baton to his sons Mukesh and Anil, during last decade of his life. When Reliance continued to log super normal growth, Ambani was not so actively involved in the day to day management of the Group business, but from account he was still charting of his sons to follow, until he was admitted to Breach Candy hospital, where he died on July 7 History will judge Ambani as a striking symbol of the can do corporate culture, who let nothing interface with the realization of his dream: a street fighter who battled tremendous odds and built a Fortune 500 business empire from scratch and the process enriched millions of others.

ABOUT CHAIRMAN OF RELIANCE COMMUNICATIONS

Anil D. Ambani:Regarded as one of the foremost corporate leaders of contemporary India, Anil Dhirubhai Ambani is the Chairman of all the listed Group companies Reliance Communications, Reliance Capital, Reliance Energy and Reliance Natural Resources Ltd. Till recently, he also held the post of Vice Chairman and Managing Director of Reliance Industries Limited (RIL), Indias largest private sector enterprise. Anil D Ambani joined Reliance in 1983 as Co-Chief Executive Officer, and was centrally involved in every aspect of the companys management over the next 22 years. He is credited with having pioneered a number of pathbreaking financial innovations in the Indian capital markets. He spearheaded the countrys first forays into the overseas capital markets with international public offerings of global depositary receipts, convertibles and bonds. Starting in 1991, he directed Reliance Industries in its efforts to raise over US$ 2 billion. He also steered the 100-year Yankee bond issue for the company in January 1997.

He is a member of: Wharton Board of Overseers, The Wharton School, USA Central Advisory Committee, Central Electricity Regulatory Commission

 Board of Governors, Indian Institute of Management, Ahmedabad Board of Governors Indian Institute of Technology, Kanpur In June 2004, he was elected for a six-year term as an independent member of the Rajya Sabha, Upper House of Indias Parliament a position he chose to resign voluntarily on March 25, 2006.

Awards and Achievements:

Conferred the CEO of the Year 2004 in the Platts Global Energy Awards Rated as one of Indias Most Admired CEOs for the sixth consecutive year in the Business 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

RELIANCE ANIL DHIRUBHAI AMBANI GROUP

Reliance Anil Dhirubhai Ambani Group, an offshoot of the Reliance Group founded by Shri Dhirubhai H Ambani (1932-2002), rank among Indias Top three private sector business houses in terms of net worth. The group has business interests that range from to

telecommunications

(Reliance

Communications

Limited)

financial services (Reliance Capital Limited) and the generation and distribution of power (Reliance Energy Limited). Reliance ADA Groups flagship company, Reliance Communications, is Indias largest private sector information and communications company, with over 21 million subscribers; it has established a pan-India, high-capacity, integrated (wireless and wire line), convergent (voice, data, and video) digital network, to offer services spanning the entire infocomm value chain. Other major group companies Reliance Capital and Reliance Energy are widely acknowledged as the market leaders in their respective areas of operation.

Reliance Energy Ltd.

Reliance Mutual Fund

Harmony

Reliance Communications

Reliance General Insurance

Reliance Anil Dhirubhai Ambani Group

RELIANCE INDIA MOBILE

A new way of life: - Dhirubhai Ambani had a dream to put the power of information and communication in the hands of common man, at an affordable cost. At Reliance Communications every body is committed to making that dream come true. With Reliance India mobile the first step we are offering subscriber a unique combination of affordability and quality. To begin with, reliance is inviting subscribers to make local and STD calls over a next generation wireless network, at a price that is more attractive than current landline rates. Whats more, in addition to superior voice connectivity, our services also include high speed internet access and advanced data applications. Reliance India mobile is much more than just another mobile phone service. It is an opportunity subscriber just cannot ignore.

ABUNDANT TALK TIME FOR A LIMITED SPENDS:

If one thinks that having a mobile phone means high airtime charges and rising bills then one must think again! Reliance India mobile provides subscriber with abundant talk time at a very attractive rates becoming mobile is now easier then ever before!

DEATH OF DISTANCE:
Worried about STD bills? Get a reliance India mobile and make long distance calls to any reliance phone in the country at flat, never before rates!

Pan India presence: reliance plans to be present in over 600 cities/ towns initially. Our pan India network will be most

widespread mobile network in the country! And we will expand to the entire landmass of India by 2004.

SUPERIOR VOICE QUALITY AND DATA CAPABILITIES OVER NEXT GENERATION NETWORK:
Reliance brings to you CDMA1X- a next generation technology with superior voice quality (less call drops, reduced background noise, minimal interference with other electronic devices) and high speed data capabilities. CDMA is popular over 135 million subscribers worldwide, with the number increasing exponentially.

STATE-OF-THE-ART HANDSET
Reliance is offering subscribes state-of-the-art handset, sleek, lightweight, featurerich, java-enabled handsets.

ALWAYS ON HIGH SPEED INTERNET ACCESS

With Reliance India mobile subscribers can enjoy always on high speed internet access (up to 144 kbps) on the mobile phone or laptop.

A HOT OF EXCITING APPLICATIONS

Reliance service offers a host of advanced R-world applications. From stock tips and news updates to video clips and games, a whole world of information and entertainment now fits into the palm of your hand.

10 LANGUAGES SUPPORTED, 24*7 CUSTOMER CARE IN YOUR OWN LANGUAGE

English Hindi Telugu Malayalam Kannada Tamil Marathi Gujarati Bengali Punjabi

VISION OF RELIANCE COMMUNICATIONS

Reliance Communications 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, net ways and broadband systems linked to powerful digital networks, Reliance Communications will usher fundamental changes in the social and economic landscape of India. Reliance Communications 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 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 Communications 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 Communications will disseminate information at

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 Communications Reliance Communications will regularly unfold new

applications. Continually adapt new digital technologies. Create new customer experiences. Constantly strive to be ahead of the world. Reliance Communications will transform thousands of villages and hundreds of towns and cities across the country. Above all, Reliance Communications will pave the way to make India a global leader in the knowledge age.

TECHNOLOGY
Wireless mobile communication has become more popular in the last few years as compared to wire line communication. What is wireless technology? Wireless technology involves the use of radio frequencies for communication. The technology Reliance is going to use is the CDMA 1XRTT technology which functions in the 800 MHz frequency band.

A case for WLL (wireless in local loop)

Need for mobility: Wire line communication restricts you to a particular place because the communication is fixed. On the other hand, in a wireless environment you can carry the access device i.e. the mobile phone. Lower cost of deployment: Cost of wireless technology deployment is dropping as technology is maturing and volumes are growing. Also, only the cables for the main backbone need to be laid. There is no cost of taking these through the last mile as required in wire line. Lower operation cost: Operation cost is also lower compared to wire line communication as there is no additional laying or repairing of cables required. The primary cost is of

Maintaining the transmission tower and the other network elements which are all indoor and hence the maintenance is not as expensive. Rapid hook up of subscribers: Getting new users is also easy because rapid hookup of subscriber is possible. It does not involve connecting a cable line from a subscribers home to the exchange. Enhanced performance: Improved voice transmission provides high quality of voice. Wireless technology is also more robust to natural disaster; hence provide a more reliable medium. CDMA: Wireless world is dominated by two main technologies: CDMA (code division multiple access) and GSM (Global system of mobile communication). CDMA was pioneered by Qualcomm it works by digitizing multiple conversions and attaching codes known only to the senders and receivers handsets; then it dices the signals into bits, transmits them and resembles them. Infect, this technology evolved in 1940s and was initially used in the military because coded signals with trillions of possible combinations resulted in extremely secure transmission.

ADVANTAGES OF CDMA OVER OTHER TECHNOLOGIES

Increased wireless communication security. The cost advantage- cost of CDMA 1X RTT technology is one and half times lesser than the GSM technology and eight times lesser than the GPRS technology. Capacity advantage- CDMA 1X RTT subscriber capacity is approximately 2-3 times more than the GSM capacity. Soft handoff- In GSM, there is frequent occurrence of calls being dropped when the user is on the move and shifts from one coverage area to another. This is because of the hard hand off between the mobile stations servicing the subscriber as he moves. The CDMA handsets can tune into multiple cell sites at the same time. There is constant information about the cell phone fed from the mobile station to the network. This in turn results in both (or more) stations serving a CDMA phone concurrently for some time before the CDMA phone is handed-off by one of these to other. This is called a soft hand off. This ensures efficient hand offs and reduced dropped calls. Other advantages include- Lower power requirements leading to longer battery life. - Faster communication at 144 Kbps for example, transmission time for 100 A4 sheets is just 6 seconds. - Enhanced voice clarity and quality of WAP and multimedia services such as voice, data, fax, and video.

HOW CDMA BETTER THAN GSM?

CDMA has a soft handover in the network GSM has a hard handover in the network CDMA gives dial up speed up to 144kbps (highest in India) GSM gives dial up speed up to 56 kbps CDMA is present in most Developed countries E.g. in USA 85% telecom is based on CDMA GSM is found more in Europe More capacity in a spectrum in CDMA Less capacity per spectrum in GSM CDMA can work on both analog and digital signals GSM can work only on analog Most Handsets and Phones have an inbuilt modem in CDMA Very few and that too High End Handsets and Phones have modems in GSM

HOW RIM IS BETTER THAN THE OTHERS???.... In spite of being only three years old Reliance is No. 1 in MP&CG. Reliance is the first ones to come out with economical schemes like India one, 501, Unlimited Talk time, etc and make it affordable for the mass. Reliance billing is ISO Certified. Reliance created record by acquiring 10 Lakh customers in 10 days Monsoon Hungama. Reliance offer Telecom solution and Handset solution at one stop. Reliance offer maximum dial up internet speed of 144 kbps. Reliance is the biggest corporate in India. Reliance most phones have inbuilt modems. SERVICES OFFERED

Basic voice - voice telephony services offered on a wireless in local loop.

Local calls. Domestic long distance calls (intercircle + intracircle). International long distance calls. Emergency calls.

 Access to special phone numbers such as toll free numbers, railway inquiry etc.

HANDSETS
Java enabled. Light weight. Polyphonic sound. Hindi user interface support. From largest manufacturer of CDMA phones- L.G & NOKIA. Consumers have choice to select from any of them. Two types of handsets are available with reliance offer black & white and colored. Handsets have one year warranty and three years of insurance.

IMPORTANT FEATURES OF OFFER

Free incoming calls from all the networks. Free SMS to reliance and all other networks. Reliance to reliance 40 paisa. Voice mail service. Data services. R-world. R-video.

DATA SERVICE: R-world will redefine the way subscribers access news, listen to music, stay in touch with their near and dear ones and log onto the internet. These services are the history of telecom in India and mark the beginning of convergence of telecom and information.

R-WORLD
This is subscribers window to end less possibility of information, communication and entertainment.

THE VAST MENU COMPRISES OF:

R-mail e-mail, greetings, hear-mail, messenger. R-video- movies, music, news, sports, cartoons, events, devotional. R-tunes- Hindi, western, regional, devotional, and kids. R-games- a library of interesting games at your fingertips. R-photos- photo gallery, wallpapers, animations, screensavers. R- fun- chat, dating, jokes, astrology, panchang, numerology, contest, polls. R- mag- news, business, entertainment, city, sports, tickers, weather. R-shop- stocks, promotions, fabmart, shopping mall, lottery. R- convenience- emergency, phone directory, reliance bill, phone book. R-live- coming soon covering special events like cricket scores & video, poll results and exams results-live as they happen.

HANDSETS

Camera Watch Phone

PDA color phone

FIXED WIRELESS PHONE (FWP)

 The FWP is a unique product offered by Reliance to the customer. This is a wireless product but having all the benefits of the Landline. Following are the unique features of the Fixed Wireless Phone o o o o o o o o Wireless phone Instant connection Phonebook memory up-to 99 numbers FREE voice mail Speakerphone Short message service (SMS) FREE CLI , call conference, call wait, call divert facilities 10 Ring tones

Inbuilt modem for high speed internet access.

Entry Cost
The entry cost for a FWP connection is Rs 800 (non refundable) Rs 1000 (refundable) Rs 1000 (refundable) Rs 2000 (refundable) Activation Charges Local Security Deposit STD security Deposit (optional) ISD security Deposit (optional)

Entry Cost for iPhone

Rs800 (non refundable) Rs1200 (Non refundable)Rs1000 (refundable) Rs1000 (refundable) Activation Charges Non refundable deposit Local Security Deposit STD security Deposit (optional)

Rs2000 (refundable) ISD security Deposit (optional)

Monthly Rental Plans
FWP comes with four monthly rental plans to suit the different needs of the customer a) Plan 150

b) Plan 290 c) Plan 500 d) Plan 700 e) Plan 1000 f) Plan 1100 g) Plan 1500
New Unlimited Talktime Plans
Plan 700 Subscription available in Monthly Rental (Rs.) Free Call Units Unlimited Calls to Reliance Phones Other Calls Rate per Call Unit # (Rs./call unit) All Circles 700
Unlimited across India *

150 1.1

Call to RTL (Assam, West Bengal & North East) Chargeable As per Applicable Tariff

The details of the plans are mentioned in Annexure 1

2. On Net Pack
Reliance Communications Offers the unique On Net pack that allows the customer to make unlimited free calls to any reliance number (Prepaid RIM, Postpaid RIM, FWP, Reliance Wired Line and Reliance GSM) within the circle at a nominal monthly charge. The monthly charges for the on net pack are as mentioned below a) With FWP 150 b) With FWP 290 c) With FWP500/1000/1100/1500 Rs150 per month Rs100per month Rs50 per month

Annexure 1
Particulars Entry Cost Activation/Regd Fee Plan Enrolment Fee Local Deposit Local + STD Deposit Local + STD + ISD Deposit Monthly Fixed Charges Rental / Plan Charges Free Call Units Free Usage Value Rate per Call Unit (Rs. / call unit) 150 50 60 1.2 Plan 150 800 Nil 1000 2000 4000 Plan 290 290 150 180 1.2 Plan 500 500 450 495 1.1 Plan 1000 1000 1000 1000 1 Reliance FWP Plans / iphone Plan Plan Plan Plan 290 500 1000 1500 Plan 700

800 300 1000 2000 4000 Plan Plan 1500 1500 1750 1575 0.9 700 700 150 165 1.1

Local & Intra-Circle Pulse Chart (Within M.P & Chg.) Call To CDMA Mobile - Own Network 180 180 180 180 Call To CDMA Mobile - Others 60 60 60 60 Call To GSM Mobile 60 60 60 60 Call To Landline Within 50Km 180 180 180 180 Call To Landline Beyond 50Km 60 60 60 60 Inter-Circle Pulse Chart (Outside M.P & Chg.) Call To CDMA Mobile - Own Network 90 90 90 90 within 50 km Call To CDMA Mobile - Own Network 30 30 30 30 beyond 50 Km Call To CDMA Mobile - Others within 50 60 60 60 60 Kms Call To CDMA Mobile - Others beyond 30 30 30 30 50 Kms Call To GSM Mobile within 50 Kms 60 60 60 60 Call To GSM Mobile beyond 50 Kms 30 30 30 30 Call To Landline Within 50Kms 90 90 90 90 Call To Landline Beyond 50Kms 30 30 30 30

180 60 60 180 60

0 60 60 180 60

90 30 60 30 60 30 90 30

0 0 60 30 60 30 90 30

HOW IS RELIANCE FWP BETTER THAN THE OTHER LANDLINE?

Reliance FWP works like a mobile inside the city. Can receive calls from anywhere in the city and can make outgoing after entering the BTS. FWP is mobile. Landline is not so mobile. FWP does not get affected during Rains. Landlines get affected during Rains. FWP has an inbuilt modem in it (except LSP400) Landlines generally dont have inbuilt modems. Many Value Added services like alarm is free In others like Airtel and BSNL the many features are chargeable. Alarm is also. Only Reliance have a Life Time Incoming scheme, India One Plan on FWP No Landline has Life Incoming and India One Plan. High Technical Proficiency is required to tamper a wireless phone A Landline can be tampered very easily.

Network

PAN India network and town coverage.

80,000 kms of optic fibre backbone. Wireless network covering over 4500 and about 3 lakh villages. 15, 000 Base Transceiver Stations (BTSs) across the country. Network with superior reliability. All this managed from our state-of-the-art national network operations centre in Mumbai.

COMPETITION OVERVIEW
THERE ARE 5 PLAYERS IN THE TELECOM MARKET (IN NAGPUR): RELIANCE TATA INDICOM AIRTEL BSNL IDEA VODAFONE In this analysis we basically targeted the Airtel, BSNL and Tata Indicom, the basic players of Telecom market and from whom Reliance faces a threat. The purpose of this analysis was to know about the competitors schemes and propositions and replace them with one of our own. This is basically done to churn the customers of other service provider to our own.

AIRTEL
Airtel comes to you from Bharti Cellular Limited a part of the biggest private integrated telecom conglomerate, Bharti enterprises.

A Bharti enterprise has been at the forefront of the technology and has revolutionized telecommunications with its world-class products and services. Established in 1976, Bharti has been a pioneering force in the telecom sector with many firsts innovations to its credit. Bharti has many joint ventures with the world leaders like Singtel (Singapore telecom); Warburg Pincus, USA; Telia, Sweden; Asian infrastructure finds, Mauritius, International Finance Corporation, USA and New York Life International, USA . Bharti and provides Long a range of telecom also

services, which include Cellular, Basic, Internet National Distance. Bharti manufactures and exports telephone terminals and cordless phones. Apart from being the largest manufactures of telephone instruments in India. It is also the first company to export its products to the USA.

TATA INDICOM
The Tata groups commitment to building a substantial presence in India telecom industry has seen it play a leading role in the development of the countrys communication infrastructure.

The telecom services of the group are offered under the brand name Tata Indicom, and cover all segments, from retail and enterprise to wholesale and international. The objective is to make Tata Indicom the preferred telecommunication choice of the customers across the country.

The Tata Indicom Enterprise Business Unit (TIEBU) is the central, specialized enterprise sales and marketing unit for the Tata Groups telecom initiatives. The unit is the benchmark telecom player in the enterprise space and was formed with a view to providing customized, end-to-end voice and data solutions to customers across India. It delivers Cost effective, integrated solutions that are designed to fulfill the most complex communication need. The Tata Groups telecom initiatives are currently spread over five enterprises: Tata Teleservices and its subsidiaries, namely Tata Teleservices (Maharashtra) and Tata Internet Services.

WHAT IS A CUSTOMER?
Customer is the most important person ever in the office, in person or by mail. A customer is not dependant on company, company is dependant on them. A customer is not interruption for work; they are the purpose of it. Company is not doing favor by serving him; he is doing favor on company by giving them opportunity to do so. A customer is not someone to argue or match wits with. Nobody ever won an argument with a customer. A customer is a person who brings us his wants. It is companys job to handle them profitably to him and to our self. Today, more companies are recognizing the importance of satisfying and retaining customers. Satisfied customers constitute the companys relationship capital. If the company were to be sold, the acquiring company would have to pay not only for the plant and equipment and the brand name, but also for the delivered customer base, namely, the number and value of the customers who would do business with the new firm. Here are some interesting facts bearing on customer retention.

 Acquiring new customers can cost five times more then the cost involved in satisfying and retaining current customers. It requires a great deal of efforts induced satisfied customers to switch away from their current suppliers. The average company loses 10% of its customers each year. A 5% reduction in the customer defection rate can increase profits by 25% to 85%, depending on the industry. The customers profit rate tends to increase over the life of the retained customers A full-fledged Web portal will be made available to all Reliance Communications customers at www.relianceinfo.com The portal offers a platform for many services that will be deployed In the future. - Retrieval of bills. - Performing of account changes (self-care). - Access to FAQs on Reliance Products & Services. \ - Instant chat with Customer Service representatives On-line payments.

 Web World will be fully equipped to handle any request a customer may have, e.g.: Subscription to (additional) service Usage support Account status and account (change) management Complaints and problem resolution Apart from Web World outlets a pervasive network of other Points of Sale has been contracted to assist and guide customers to better satisfy their requirements.

SWOT ANALYSIS
Strengths:
Globally known brand. High brand quality. Strong corporate image.
Latest 3rd generation CDMA technology.

Excellent work force. Good research and development facilities. Very strong financial position. Value added services like R-world.

Weaknesses:
First direct customer interaction. All the major activities are coordinated through Mumbai office. Which results in delays in operation and thus presents a bad picture to customers.

Opportunities:
Increasing communication needs of individuals. High advertisements can create a demand for the reliance mobiles. Government is promoting telecom sector. 60,000 km optic fiber network. Out of total 18 Telecom circles in India Reliance has license for operation in 18 circles. Vast untapped market. Extremely low penetration rateINDIA Fixed lines (Mn) Cellular (Mn) Internet (Mn) 38 7 7 CHINA 196 171 22

* Dramatic growth is expected in subscriber base.

Threats
Well established competitors. Government controlled BSNL will give very tough competition.

OBJECTIVE OF THE PROJECT

Primary Objective
The Primary objective of the study is Marketing & Selling of Wireless Products. And the most important is to study the selling strategies of Reliance Telecommunication.

Some other objectives of the study are as follows: To study the Growth Pattern of Reliance Communications Churning Mobile users from other brand to Reliance. Increase the customer base of Reliance using various promotional tools.

Research and analysis of the current customer base. To drive marketing initiative and promotional activities in mobile segment to increase market shares-collateral, banners, signage and other promotional activities. To study well the selling strategies and SWOT Analysis of Reliance Telecommunication.

Flow Chart of Project Activity Sequencing

START

Analyze the topic & read related matters

Conduct Unstructured Survey in selected regions

Collected some secondary data / information from the Internet.

Design the questionnaire on the basis of pilot survey.

Secondary information were used to prepare the final ques

Study the information

Prepare the consumer feedback questionnaire

Prepare the final Report

Conduct the survey to get information about Channels partners, sales, & brand. Went to point of sales for survey

Do the Report writing.

When first area finished, we rescheduled time for survey and sampling in case of customers.

Identified the point of sales for survey. Sample is selected.

Analyze the data collected and compilation

Meet friends and Reliance users.

Time planning Planning

Collected information

Asks them questions, did survey.

LIMITATIONS

Confused Tariff Plans:

The biggest weakness faced by Reliance Communications is its image of Confused Tariff Plans. The schemes are so many and with different call rates and validity, that it sometimes confuses the end users.

Selling agents: -

Channel partners, in order increase their sales and hence their business misguided customers by making huge promises. Channel partners are given same treatment in customer care as other customers so they are not so satisfied with services of reliance. Channel partners sell mobile at varying rates as they adjust that loss in their commission so customers get mobile at different rates which make them feel as if they are cheated. Services: Since the entire major services of reliance are co-ordinate through Mumbai office this results in delays in operation, which presents bad picture to customers.

 Handset related problems: Reliance mobiles dont have sim card so it cant be used for other telecom services. L.G handset doesnt catch signals in basement. Phones heat up when using Internet

Weak signal problem : Some times subscriber cant make a call to a particular number only. Bills problem: Monthly bills are not getting by subscribers properly. Subscribers are getting two months bills or even three months bill at a time Bills are very difficult to understand

RESEARCH METHODOLOGY
Research Methodology is a way to systematically solve the research problem. Research in common parlance refers to a search for knowledge. Marketing Research is defied as a function that links the consumer, customer, and the public to the marketer through information- information used to identify and define marketing opportunities and problems; to generate, refine, and evaluate marketing actions; to monitor marketing performance; and to improve understanding of the marketing process.

Methods of data collection

Following were the methods used to complete the project: Primary Data- Primary data are collected from the customers who are interested in buying a Mobile Phone and Landline. The data collected are then distributed to the respective Web world for further procedure (closing of the deal) Survey- Survey regarding the satisfaction level of the customers using reliance Mobile and Landline (FWP) as well as services provided by other telecomm companies. Personal Interview- Personal interview with Customers and other high profile customers to know the interest level of the customer.

Visiting and Meeting the Corporate Bigwigs- Personally interacting with them about Reliance FWP schemes and making them aware of the various benefits provided by Reliance FWP in comparison to the market competitors. It also required trying to gain information about the problems (if any) faced by the Reliance Mobile and Landline users and take necessary actions for their timely and adequate redresses. Another important aspect was to try to churn the mobile owners to the Reliance Mobile if they are the subscribers of any other telecom company's connection.

Needed information: The company provided needed information. And all other information was collected from reliance website and portals of Reliance Communications, different process were learned from process manuals.

Instrument used: As basically it is retail audit information, which was needed for this research, clearly comes from the retailers. Information that are needed for this research are About satisfaction subscriber are presently having with Reliance. Their preferences, requirements and needs. General response of the market. All these information were gathered from the market and this helped for analyzing the market.

QUESTIONNAIRE:-

The questionnaire is the right blend of closed and open-ended questions with the closed ones overwhelmingly dominating the others. The wording of the questionnaire had been simple and direct. So in this case I have sampled a total of 100 customers.

DIRECT INTERACTION:By interacting with customers and friends having Reliance Connections.

Secondary Data :Secondary data are collected from internet, journals, newspaper and magazines.

Data collection process / Field work

It is one of the most complicated and tough jobs for our research work though We thoroughly enjoyed it .For data collection it is scheduled prior to survey work, get feedback. Thus primary source of data collection wereo Primary source questionnaire, telecalling and personal talking. o Secondary source- past records, Internet, web portals of the company. like whom to secondary and

HYPOTHESIS
Formulated hypothesis is an educated guess how the dissertation is going to work. The company which is comes up with most effective and innovative mobiles is LG & the model are RD 2340, RD 2430, RD 2530, RD 2690, RD 2650, RD 2630, RD 2330, RD 2230, RD 2130, RD 3330, RD 5340, RD 5130, RD 6130, RD 6230, RD 6330. Reliance having vast network & having good connectivity compare to GSM & because of all prospects CDMA will work efficiently. IT is a booming industry and its growth rate is very high. Specially if we talk about India then we can say that it is a very growthfull industry. They study show the detail of their planning to be in market up to how they are serving to the customer and how they are existing in the market by acquiring high positions. Assumption which explain facts that gave rise to the need for explanation. This means that by using the hypothesis plus other know and accepted generalization one should be able to deduce the original problem condition

DATA ANALYSIS
After completing the survey as a first step towards analyzing the data, we prepared a master chart, which helped us to tabulate the data, and proved useful in further analysis as it contained the data in a concise and a far more under stable form. After properly tabulating the data we analyzed each question the questionnaire using frequency distribution and statistical diagram like bar-diagram, pie-diagrams etc. An advanced statistical technique the conjoint analysis was used to find the exact overall ranking in a few questions based on ranking of several factors in terms of relative importance.

RECOMMENDATIONS
More coordination is needed with Mumbai head office. Concept of reliance India mobile should be made clearer to the people. Weak signal problem, which is due to some technical fault, should be solved as quickly as possible. Strict action should be taken against those channel partners who misguide customers by making huge promises. Channel partners should be treated as partners of reliance Communications and not just as regular customers. Higher authorities should give more support to their marketing executives. Refund process should be made more efficient Marketing executives are very low paid so they dont have any motivation in their work. They should be paid according to the responsibilities they are handling. Reliance should make a different cell for customer satisfaction. Where in the people so employed can personally look after their complaints, rather than waiting for the channel members to do the same. The company should also assure of proper supply of Recharge Voucher Cards to its distribution networks, so that they can provide it to the customers on time.

CONCLUSION
In the conclusion we would like to say that service provider companies dont have many options to improve their performance. Customer service is the only way they can improve their business and hence profit. For this they have to provide services at right time, at right place and in a right way. Although Reliance Communications is putting all efforts to improve their services but as it is launched just six months earlier it is facing all sorts of problems. Like technical problems, target is not fulfilled and many other problems which occur mostly in the initial face of launch. But as reliance has made many changes in customer service strategy for the betterment of their services and they are now running in much structured way these problems will be resolved very soon and even many of the problems have been resolved like activation problems etc. As earlier schemes of reliance were useful for those who have more usage of mobile but schemes that reliance has launched are useful for those who lesser usage like students and it is expected that this will increase sales of reliance mobiles dramatically

CONSUMER FEEDBACK QUESTIONNAIRE

Sir/Madam, this is a consumer survey questionnaire to get the consumer feedback about services of Reliance Communication this will help us to sort out your problems in much better way and help us to work in much efficient way, we will be highly obliged if you give your precious time to fill this form, Thank you. NAME AGE PROFF ADDRESS PH NOE-MAILID DATE: Q.1 Since how long you are using Reliance India Mobile? Q.2 What is your income status? a) Up to 1lakhs b) 1-2.5lakhs c) 2.5-4lakhs b) d) 4-6lakhs e) above 6lakhs Q.3 Earlier which of the telecommunication services you were using? a) Landline a) YES b) Mobile b) NO c) WLL d) None Q.4 Were you satisfied with the services offered by them?

Q.5 Why did you shifted to Reliance India Mobile? a) Because of the services offered in Reliance Communications. b) Because of the low cost then others. c) Because of the brand name. d) Any other reason.
Q.6

What difference do you find in services of Reliance India Mobile and Other Telecommunication service providers?

Q.7 Are you satisfied with the services of RIM? a) YES Q.8 If yes specify why. Q.9 If no specify why? Because of a) Services b) handset problems c) networking d) any other. b) NO

Q.10 what response do you get when you go to Reliance India Mobile Customer care department, with your problems? a) Its very good. b) Good. c) Satisfactory. d) Unsatisfactory. Q.11 For how much time you have to wait there before you are entertained? a) Less then 5 minutes. c) 10-20 minutes. b) 5-10 minutes. d) 20 minutes.

Q.12 How much time do they take to resolve your problems? a) Problems are resolved within a day. b) Within 2-4 days. c) Within a week. d) It takes more then 1week. Q.13 Do you think value added services offered by reliance R world give an extra edge to it over its competitors? a) YES a) YES b) NO b) NO Q.14 Will you suggest your friends and relatives to buy RIM?

Q.15 Any suggestion you want to give to Reliance India Mobile customer Care department

BIBLIOGRAPHY

www.relianceinfo.com www.relianceindustries.com www.telecomindustry.com

www.google.com Marketing Management : Philip Kotler