Effectiveness of Marketing Strategy

“Effectiveness of Marketing Strategy
(TOMA) used by Reliance
Communication”
Submitted in partial fulfilment of the requirement of Master of

Business Administration Program
(2009 - 11)
SUBMITTED TO SUBMITTE BY
Ms. Ramanpreet kaur Sandeep Kumar Yadav
(Lecturer) Roll No: 0916470047

PSIT MBA 2nd Sem.
Pranveer Singh Institute of Technology, Bhauti, Kanpur
G. B. TECHNICAL UNIVERSITY,
LUCKNOW
STUDENT DECLARATION
I here by declare that the dissertation entitled “Effectiveness of Marketing Strategy
(TOMA) used by the Reliance Communication” done at Reliance Communication,
Kanpur and submitted to the Department of MBA, Praveen Singh Institute of
Technology, Bhauti, Kanpur, affiliated to AICTE, is an original work done by
me.
Name: Sandeep Kumar Yadav
Roll No.: 0916470047

ACKNOWLEDGEMENT
I feel great satisfaction in presenting our Summer Internship on “Effectiveness of
Marketing Strategy (TOMA) used by the Reliance Communication”. I wish to
express our humble gratitude towards all those who helped, guided and encouraged us in
completion of this project report.
First and foremost we wish to express our deep and sincere feelings of gratitude to this
great institution of ours, PRANVEER SINGH INSTITUTE OF TECHNOLOGY, for
providing us with the opportunities for completion of our training successfully.
We express our heartfelt gratitude to Dr. C.K. Tiwari, Head of Department of MBA,
for his encouragement and facilities provided to carry out this training on time.
We express our immeasurable gratitude to our lecturer, Miss. Ramanpreet, for his
sincere effort in guiding us throughout our project.
I would also like to thanks to “Mr. Praveen Sinha” Marketing Head, Reliance
Communication. I would also like to thank our family members, friends, and relatives.
Without their help this project would have not taken off.
Sandeep Kumar Yadav
(MBA STUDENT)
PREFACE
Anyone who looks seriously at today’s business environment will have considerably
difficulty finding an industry that changes as rapidly as advertising in marketing.
A strategy or technique or even a type of advertising organization that works may be
less effective tomorrow, yet fundamentals exist that remains constant throughout the
years.
Top of mind awareness also completely depends on advertising so we analyze the
TOMA on the basis of different mode of advertisement.
According to KOTLER advertising can attempt to:
 Convey information
 Alter perception
 Stimulate desires
 Produce convections
 Direct actions
EXECUTIVE SUMMARY
I have gratefully completed my Summer Internship with Reliance Communication in Kanpur.
The topic of this project is Effectiveness of Marketing Strategies (TOMA) Top of the mind
awareness focused on telecom companies in the city of Kanpur. Objective of the research is to
find out reliance communication awareness in telecom industry in the city of Kanpur. Which
one company has more awareness in which sectors prepaid or postpaid? Along with it, I try to
find out-
 Which telecom company has more awareness?
 Do reliance communication is leading from its competitors?
 To find out where reliance communication is lagging behind from that leader telecom
companies.
 To study the exact scenario of Reliance in Kanpur city.
I have made a questionnaire, which was been filled by ultimate user of mobile and the sample
size taken is 100. The aim of the study is to find out the strength and weakness of the Reliance
communication and how the Reliance communication overcomes their weakness to be a
leading telecom service provider in the market.

CONTENTS
SERIAL NO. TOPICS PAGE NO.
 INTRODUCTION
1.  INDUSTRY PROFILE
 RELIANCE
COMMUNICATION
2. RESEARCH
METHODOLOGY
3. DATA INTERPRETATION
AND ANALYSIS
4. LIMITATIONS
5. RECOMMENDATIONS
6. CONCLUSION
7. BIBLIOGRAPHY
9. ANNEXURE
Top of mind awareness (TOMA) is owing the space that your product or service
occupies between your prospects years that way when they are ready to buy they think of you
first.
As corporation in every industry are tightening their belt straps in order to keep themselves in
the black, the competition for professional speakers to present to these organization is tougher
than ever. Corporate meeting planners, looking for the most bangs for their buck, are
scrutinizing every speaker’s credentials and reputation in the hopes of booking the most
influential presenter for their company’s event.
If this scenario sounds all too familiar, there is hope. In this age of increased corporate bottom
line consciousness, getting top of mind awareness will set you apart from the competition.
How the pros use publicity to enhance their top of mind awareness:-
(1) Develop your ‘hook’
No one wants to hear the same old message over and over again. That’s why you must develop
a hook – a unique angle that sets you apart from other speakers.
(2) Write articles:-
Getting published in magazine or trade journal is an excellent way to become perceived as an
expert; Articles allow you reach thousands of people free. Additionally you can reprint your
published article and use them as promotional item.
(3) Make phone calls to editors, reporters and producers:-
Phone calls are the most effective way to build rapport with media. By talking with media, you
can learn exactly what they need and customize your message for their audience.
(4) Send fax-outs and mail-outs:-
If you need to reach a large audience in a short period of time, fax mail outs are ideal. They
allow you to target quickly and exactly key people who will get you the most publicity.
Subscriber growth
180 164
120 98
76
53
60 44
0
200 5 2006 2007 2008 Aug-09
INDUSTRY PROFILE
INDIAN MOBILE SERVICE SECTOR
India’s telecom market has grown rapidly in the last few years…
Revenue growth
20
20
CAGR
- 21% 15
15
$ Billion
11
10
10 9
0
2005 2006 2007 2008 2009
• Revenues ~ USD 19.5 bn (FY 2009)
• CAGR (FY 2005-09) - 21%
• Have doubled in last 3 years
• Subscribers ~ 160 million (Aug 2009)
• CAGR (FY 2005-9) - 38 %
• Nearly quadrupled since FY 05
• 5-6 million being added every month

• Tele-Density - 14.8 (Aug 2009)
• Has doubled in 3 years
• Target set for 2009 under NTP 1999 achieved during FY 2007
…and is poised to be the second largest network globally by 2009*
Telecom Subscribers - Country wise December 2009

China
800 743
600
mn. subscribers
India - Nov
2009
184 mn. subs
USA
400 360
Japan Rus Ind

Germany
200 153 130
134 125
Expected to overtake US by 2009
* Based on excerpts from Worldwide Wireless Data Trends 2007 - a midyear update
Datacomm research
Mobile telephony continues to be the key growth driver…
Subscriber Growth - Mobile vs

Fixed
• Progressive regulation 175
143
140
sr
e
• Migration to revenue sharing 105bir
c
s
b
u
70s 52
• Calling Party Pays (CPP) regime .
n
M 38 42 43
35 41 41
7 13 34
• Unified access licensing 0
2005 2006 Fixed
2007 (mn.
2008
subs)2009
• Intra-circle merger guidelines
• Intensifying competition
• 3 to 6 players per circle
• Presence of CDMA and GSM providers
• Significant share of private sector
• Growing affordability
• ARPUs among lowest in the world
• Lower cost of ownership due to Low cost / used handsets
• Success of the pre-paid format
Wireless emerging as the preferred mass market
format service providers focus on Internet / broadband
access to improve fixed line ARPU*

* Average Revenue per user
2009 figures as of Nov 2009
Growing network coverage is triggering further market expansion
Cellular reach (End 2006

Cellular reach (2003-04)
Segme - Est.)
nt
Locations Population Locations Population
~ 4900
~ 1700 of
towns out of
Urban 5200 200 million 300 million
nearly 5200
towns
towns
~ 350,000
Negligibl out of
Rural Negligible 450 million
e 607,000
villages
Support from Universal Service Obligation Fund envisaged for shared

network infrastructure creation in uncovered rural areas
Vibrant and competitive telecom market
Subscribers
Share (%)
Company Presence
Jul 09 (mn)
Fixed Mobile Fixed Mobile
Government owned. Has ramped up
BSNL GSM services. National presence 37.4 17.7 74.7% 19.6%
(except Mumbai and Delhi)

MTNL Government owned. Operates in 3.8 2.0 7.7% 2.3%
Delhi and Mumbai.
Integrated operator, with presence in
Bharti all sectors. Largest mobile services 1.4 19.6 2.7% 21.7%
provider.
Integrated operator. Plans expansion
Reliance of GSM network apart from being 3.0 17.3 6.0% 19.2%
the largest private CDMA operators.

Pure play GSM operator in 11
Hutch 15.4 17.0%
circles.
IDEA Pure play GSM operator in 6 circles 7.4 8.2%
Integrated operator (along with
Tata VSNL) with presence in all

4.0 4.9 8.0% 5.4%
Teleservices segments. Provides CDMA services
in 20 circles
Operates in 2 circles. Announced
Aircel Plans to expand GSM footprint in 2.6 2.9%
North and North east

Spice Pure play GSM player in 2 circles 1.9 2.1%
Others 0.4 1.4
Total 50 90
Several Indian firms gaining a foothold in the global market
• Indian service providers acquiring scale in the International Long
Distance market through acquisitions…

• Acquisitions - FLAG by Reliance, Tyco and Teleglobe by Videsh Sanchar Nigam
Limited
• VSNL is now the world's fifth largest carrier of voice globally
• Reliance’s FLAG network connects with 28 countries. FLAG’s FALCON cable system
when completed would connect 12 countries with 25 international cable landing
stations
• Investments in Infrastructure and
• Bharti-Singtel and VSNL investments in undersea cable
• Emerging as Integrated telco, positioning themselves as full service
providers
• Tata teleservices-VSNL, Bharti, Reliance have end-to-end presence in ILD, NLD and
Access; BSNL has announced plans to get into ILD
• Focus on corporate connectivity - IPLCs, Frame relay, VPNs
• Strong thrust on internet and broadband - both corporate and retail segments
Reform thrust on independent regulation, competition and investment
facilitation
Pre-reform Partial Deregulation Further Deregulation Take-off
Pre-1994 1994-1999 1999 - 2002 2002 onwards
4 private fixed service Calling Party Pays

MTNL - Mumbai Licenses converted to revenue
providers with CDMA launch
and Delhi; DTS sharing
less than 1% 3-6 operators in each
elsewhere Private sector share less than
market share circle
No mobile service 5% in revenue terms
2 GSM mobile Intra-circle merger
NLD - DoT per/ Competition in NLD and ILD
players in each guidelines
BSNL ILD - Licenses on Revenue share
circle Unified Licensing
VSNL 4 mobile operators / circle
13 players start
mobile service
National Telecom
NTP 1999
Policy (NTP) 1994
BSNL formed 2001 Broadband policy
TRAI constituted
Internet Telephony 2002 2004
1997
FDI - 49 % FDI - 74% 2005
Unified Licensing
National Telecom New Telecom Regime
Policy, 1994 Policy, 1999
Independent regulation has been a critical factor in growth

2009
Number portability
Convergence
2008
Unified Licensing
TRAI’s recommendations Quality of Service regulation
Rural Telephony
2007
Intra-circle merger guidelines
Internet / broadband penetration
2006
Calling Party Pays Regime
Unified Access Licensing
Reference Interconnect Order
2005
ILD opened to competition
Internet Telephony allowed.
Reduction in License fees
Mobile Value Added Services (VAS) set to register explosive growth*
• Data and VAS contributed to 7% of revenue in 2009
• Messaging and music (ring tones, downloads etc) to be key contributors
• VAS revenues expected to grow given
• Demand - Young population (60% < 30 years) and an affinity to music and
movies
• Supply - aggressive pricing, vibrant ecosystem of content providers /
broadcasters, declining GPRS/mp3 handset prices
• Indian Idol - a reality show on Sony Television got 55 million SMS messages in 5
months
• Radio Mir chi - a popular FM radio channel receives ~
40000-45000 SMS messages every day
• R-World - the mobile portal of Reliance Communications had
5.3 million visitors out of its 18 million subscribers in 2005
VAS expected to contribute 20% of revenue by 2009 and 30% by 2010.
A compelling destination for Telecom service providers and equipment
majors
• Largest pure-play GSM service provider in India
• Has over 15 million subscribers
• Has a 10% stake in Bharti telecom, an integrated service provider
• Represents the largest foreign investment in the telecom services sector in India
• In 2007 it has also captured Hutchison stake in hutch.
www.imacs.in
Advantag
• Promotes and supports a range of telecommunications products and services in India in
association with licensed operators.
• Has invested in Bharti Airtel and also Network i2i is a 50:50 Joint Venture between
Bharti and SingTel, connecting Chennai to Singapore
• Nortel offers a suite of products and solutions across two broad categories Carrier
Networks (incorporating Wireless Networks, Wire line Networks and Optical
Networks) and Enterprise Networks.
• In India since 1991. Has an R&D centre in Bangalore
Key Indian Companies
• BSNL - Incumbent service provider and World's 7th largest Telecommunications
Company providing comprehensive range of telecom services in India
• Services include Wire line, CDMA mobile, GSM Mobile, Internet, Broadband, Carrier
service, MPLS-VPN, VSAT, VoIP services, IN Services etc.

• MTNL - State owned operator covering the cities of Mumbai an Delhi
• Provides both fixed and mobile services
• Bharti Airtel - Integrated operator with presence in all segments
• Leads the mobile segment in the country
• Reliance Communications - Largest player in India in the CDMA segment
• Plans a GSM network
• Tata Teleservices - Integrated operator (with VSNL) with presence in all segments
• Provides CDMA services in 20 circles

Network
Telecommunication networks are the infrastructure for provisioning Communications services.
All businesses today are dependent on telecom to continue their day-to-day operations. The
range and quality of services that can be provisioned is determined by the quality of the
network deployed.
The Reliance Communications network consists of 60,000 kilometers of optical fibre cables
spanning the length and breadth of India. These cables can carry thousands of billions of bits
per second and can instantly connect one part of the country with another. This physical
network and its associated infrastructure will cover over 600 cities and towns in 18 of the
country's 21 circles, 229 of the nation’s 323 Long Distance Charging Areas (LDCAs) and
broadband connectivity to over 190 cities. This infrastructure will be backed by state-of-the-art
information management systems and a customer-focused organization.
An interesting aspect of the network is the manner in which these fibres are interconnected and
deployed. Reliance's architecture is so fault-tolerant that the chances of failure are virtually nil.
Reliance's ring and mesh architecture topology is the most expensive component to implement,
but assures the highest quality of uninterrupted service, even in the event of failure or breakage
in any segment of the network. Reliance has 77 such rings across the country with at least
three alternative paths available in metros. Connected on this topology, the service has
virtually no chance of disruption in quality performance.
Ceaselessly so that state-of-the-art technology can be leveraged to create products and services
that are affordable.
Access networks determine the services that can finally be delivered to customer. Our network
has wire line access technologies based on fibre as well as copper. Fibre in the access network
makes broadband services easy to deploy. The wireless access network deployed for CDMA
1X is spectrum efficient and provides better quality of voice than other networks and higher
data rates. CDMA 1X also provides an up gradation path to future enhancements.

Reliance - ADA Group
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
Reliance Hello
Fixed Wireless Phone (FWP)
Great advantages at your fingertips

BENEFIT #1
No Wires Attached
Get on the wireless connectivity bandwagon and straight away become immune to cuts in the
cable rains etc.
Carry the set along with you when you move from one room to another or when you shift your
home or office.
BENEFIT #2
Mobile Phone's Features
Enjoy all the features of a mobile phone:
Sms , in-built caller line identification , voice mail , speaker phone ,a choice of many
ringtones , and etc.
BENEFIT #3
City Mobility
You can use your fixed wireless phone anywhere within your city and still receive and make
calls , at no extra cost.

Handset Experience
Black and White Handsets
• LG RD 2690
• UTStarcom C1122 - Smarty
• LG RD 2650
• LG RD 2630
• LG RD 2530
• LG RD 2430
• SAMSUNG BOSS
• LG RD 2330
• LG RD 2230
• LG RD 2130
• Nokia 2112
• Samsung 356 slim
Color Handset
• LG 5340
• Nokia 3125
• LG RD 5130
• Nokia 3105
• Nokia 6012
• Nokia 6585
Color Handset with Camera
• LG RD 6500
• GTRAN GCP 4020
• LG RD 6130
• LG RD 6000
• Nokia 6225
Video Camera Phone
• LGRD 6230
• NOKIA 6255
Camera Watch Phone
• Telson TWC 1150
PDA Color Phone
• UT Star PPC 6700
• Kyocera 7135
My Reliance Mobile
Reliance Mobile and Reliance Hello (FWP only) individual customers can view their bills
online.
The Reliance Communications Saga

1999 The 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 Ambani
1999 The Reality, November 15
Reliance Infocomm begins Project Planning

2000 May 10
Optic fibre laying process commences in Gujarat, Andhra Pradesh &
Maharashtra
2001 May 1
First Media Convergence Node made "Ready for Electronics" at Jaipur
2002 January 15
First Base Transceiver Station (BTS) made "Ready for Electronics"

February 25
Obtains International Long Distance License from Govt. of India

December 22
Commissions 1st Optic Fibre Backbone ring
December 24
Establishes 1st Point of Interconnect (POI) in New Delhi

December 27
Hon'ble Prime Minister of India, Atal Behari Vajpayee e-inaugurates
Reliance Infocomm Hon'ble Union Minister for Parliamentary Affairs,
Information Technology and Communications, Pramod Mahajan,
inaugurates
NNOC
2003 January 15
Introduces Dhirubhai Ambani Pioneer Offer for Reliance India
February 14
Launches Reliance WebWorld in top 16 cities
July 3
Launches R Connect Internet connection cable
2003 Aug 26
Introduces Reliance IndiaPhone 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 30
R World clocks a phenomenal 1 billion hits in 1 month
October 6
Launches integrated broadband centre at Reliance WebWorld, Bangalore
October 24
Deploys pilot of Home Netway in Mumbai
October 30
Reliance becomes India's largest mobile service provider within 7 months
of commercial launch
November 3
Customer base touches 5 million
November 12
Migrates to Unified License Regime
November 16
Launches National Roaming
November 21
Launches International SMS to 159 countries launched
December 19
Adds 4500th Contact Centre Executive
Contact Centre becomes the largest such facility deployed by any single
Indian Service Provider

January 12
2004 International wholesale telecommunications service provider, FLAG Telecom
amalgamates with Reliance Gateway, a wholly owned subsidiary of Reliance
Infocomm
February 9
Launches RIM Prepaid with attractive offer - For Rs 3500 get a Motorola
C131 mobile phone and Rs 324
worth of recharge vouchers instantly and stay connected for 1 year
February 17
Reliance 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
March 22
Reliance Infocomm launches multi-player gaming on RIM handsets - a first
in India
April 05
Reliance India Mobile introduces International Roaming facility to 172
countries, 300 networks
April 23
Reliance Infocomm introduces first ever auction facility on Mobile phones

through R World.
May 27
Reliance Infocomm receives the Most Promising Service Provider of the Year
2003 (Asia Pacific) award at the Asia Pacific Technology Awards instituted
by Frost & Sullivan.
June 8
Reliance Infocomm introduces World Card - a Prepaid International calling
card for affordable and convenient ISD calls from India.
July 29
Announces India's First MPLS Global VPN Solution in partnership with MCI
August 5
Launches the first regional Customer Contact Centre in Chennai
September 6
Mukesh D. Ambani, Chairman, Reliance Infocomm, receives Voice & Data
"Telecom Man of the Year" award
September 9
Introduces Railway Ticket booking from R World data applications suite
of Reliance IndiaMobile
October 12
Mukesh Ambani voted the world’s most influential telecom person by UK
-based publication Total Telecom.
October 19
Reliance Infocomm bags the CDMA Development Group's 3G CDMA
Industry Achievement Award for International Leadership.
2005 January 04
Reliance introduces first e-recharge facility in CDMA in India.
January 24
Reliance IndiaMobile announces mega rural plan to cover 4 lakh villages
and 65 crore Indians by December 2005.
June 26
Anil Ambani appointed Chairman of Reliance Infocomm
July 30
Air Deccan and Reliance WebWorld join hands to offer air ticket booking
facility at Reliance WebWorld
August 11
XLRI's Post-Graduate Certificate programme in Logistics Supply Chain
Management (PGCLSCM) launched on Reliance WebWorld's virtual

classroom platform. first of its kind e-learning programme in India.
August 18
Reliance Infocomm rolls out international roaming facility across several
countries to become the first Indian CDMA operator to offer its customers
such a service.
September 06
Reliance Infocomm tied-up with the Bombay Stock Exchange to make
available live stock quotes on its mobile phones.
September 15
Reliance 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 21
Apollo Hospital and Reliance Infocomm join hands to provide top class
healthcare service to millions of Indians in over a hundred Indian cities.
October 13
Reliance WebWorld wins Frost & Sullivan Market Leadership Award for
Video Conferencing services.
November 12
Reliance Infocomm hosts the 4th global CDMA Operators Summit.
November 22
Reliance Infocomm joins hands with Indian Airlines to offer India's first
mobile booking of domestic airline ticket.
November 30
Reliance Infocomm introduces MOREbile, redefines customer rewarding
with 33 % more talk time on prepaid recharges of Rs 315 denomination
and above and much more.
December 12
Reliance 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 January 01
Reliance Infocomm launches "One Nation, One Tariff" to enable Reliance
IndiaMobile prepaid users to call anywhere in India at Re one per minute.
January 19
Reliance Demerger adds record Rs.55, 000 Crore to shareholder wealth
January 23
TIMES NOW launched on Reliance Mobile Phones, making it the world’s
first TV channel to be launched on a mobile phone.
March 06
Reliance 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.
March 21
Reliance 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.
March 23
Reliance-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.
March 29
Reliance 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 27
Reliance 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 22
Reliance Communications ties up with Disney to offer on Reliance Mobile
World India's first 3D animation on mobile.
July 03
Reliance 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.
2009 RCOM and QUALCOMM Collaborate on CDMA2000 Expansion
Mumbai, India ― July
7, 2007 ― Reliance Communications, among Asia’s five most valuable telecom
companies, and QUALCOMM Incorporated (Nasdaq: QCOM), a leading developer and
innovator of advanced wireless technologies and data solutions, today announced their plan
to grow CDMA2000® technology in India. At the same time, Reliance also announced their
world leading CDMA2000 network expansion, covering more than 20,000 towns in India.
The two companies will collaborate to leverage the capabilities of the CDMA2000
technology in the world’s fastest growing telecom market
Reliance Communications ties up with Cisco to launch
Business Internet Services for SMEs in Pune
Pune, June 26, 2007: Reliance Communications, India’s largest integrated telecom service
provider and Cisco Systems, the worldwide leader in networking have joined hands to launch
Reliance Business Internet Services for Small and Medium Enterprises in Pune. The launch
of Reliance Business Internet Services, enabled by the state-of-the-art Wireless Broadband
Network recently deployed by the company, is a composite bundled suite aimed at fuelling IT
adoption by SMEs by considerably reducing the high entry costs.
Reliance Communications adds 1.4 million new mobile
subscribers in May 2009

Reliance Communications adds 1.4 million new mobile subscribers Reliance
Communications records 40% increase in Net additions Mumbai, June 9, 2009: Reliance
Communications, ranked among Asia’s 6 topmost valuable telecom companies, today
announced a record 1.4 mn net subscriber additions on its mobile network during the month of
May 2009
Reliance Money ties up with Barista
First of its kind tie-up in the industry
Barista to install Reliance Money retail kiosks at its outlets across
the country Barista consumers can now complete financial transactions
at Barista outlets using these kiosks. Reliance Money first company in
India to provide trading through web-enabled retail kiosks.
May 31, 2009, Kolkata:
Reliance Money, the financial distribution company of the Anil Dhirubhai Ambani Group, and
Barista Coffee Company Limited, pioneers of the “café revolution in India, today announced
their first-of-its-kind tie-up in the industry.
• RCOM bags West Bengal E-Governance Project
• RCOM Signs MoU with West Bengal Government

• RCOM to set up and operate 1860 Common Service Centres
• Over 26 lakh households to get benefited
Mumbai, May 9, 2009:
Reliance Communications, India’s largest integrated telecom service provider has bagged the
prestigious e-governance project of the West Bengal Government. Under this project, RCOM
would set up 1860 Common service Centers (CSC) across the state of West Bengal for
providing various Government 2 Government (G2G), Government 2 Business (G2B),
Business 2 Business (B2B) and Business 2 Consumer (B2C) services to the rural populace of
the State on a Build Own and Operate (BOO) model.
Board of Directors
• Shri AnilD.Ambani- Chairman
• Prof. J Ramachandran
• Shri S.P. Talwar
• Shri Deepak Shourie

Objective of the Study
 To study the direct effect of advertisement on the mind share of
company.
 To understand the customer, what they remind in their mind.
 To know how a company capture more mind share just by different type
of advertisement
 To learn the skills of best marketing and advertising because business is
either locally or internationally depends on advertisement.
Scope of the Study
 It will make the reliance communication aware of its strength and weaknesses(in
advertisements, promotional campaigns etc.)So that it can compete and survive telecom
service market by focusing on that.
 It will help reliance communication to improve upon its weakness in deposit so that
more and more customer could be attracted towards it.

 It will help reliance communication to carry on with its strength in advertisement
strategies so that existing customers remain loyal to it.
Research methodology
Population : All the customers of various telecoms
Companies in the city of Kanpur
Sampling : Simple random sampling
Sample size : 100
Type of research : Exploratory
Sampling design : deliberate (convenience sampling)
Data source : Primary
Method of data
Collection : Survey
Time frame of study : two month
Contact method : personal interview

Limitation : time constraints
RESEARCH METHODOLOGY
(a) Objectives:-
The objectives of this project are as follows:
 To know the awareness level of different telecom company in the mind of customers
and subscribers.
 To come out with awareness level created by Reliance and different telecom
companies.
 To recognize that which part of advertisement has more impact on customer mind as
well as to know, how customer compare reliance add with other competitors
advertisement.
 To recognize the mental status of people that how could they be influenced by an
advertisement?
(b) Requirement:-
For our project we required information like knowledge about the product and its
marketing to know about its fully, how service companies tries to influence the
customers mind.
So we have to look newspaper, TV and outdoors mode of advertisement and
promotional campaigns.
(c) Source of information:-
Primary data were collected from customers having mobile or wants of mobile
because a person who has mobile or going to buy always try to gather the information
for taking decision.
(d) Research Tool:-
For the data collection we used structured close ended questionnaire except only one
question was open ended and some question are based on rankings.
The ranking questions were mainly for recalling of various elements of
advertisement so that we can know what the elements which help the person to be
Keep the brand and its advertisement in their mind.

(e) Method used for data collection:-
Face to face direct interview with customers was taken so we can understand the
perception of the customers about the different brand’s advertisement.
(1) Formulation of objectives:-
After taken the project we formulate the objectives.
(2) Sample size:-
For knowing the mind share of different brands we taken
Sample of 100 subscribers in Kanpur city
Design of the questionnaire:-
The questionnaire is the most common tool in collecting data, so it should be carefully
developed, tested and debugged before they are administered on a large scale.
(3) Research instrument:-
Questionnaire and personal interview.
(4) Analyzing the information:-
For analyzing the data which gather, first we need to arrange that in table as the
questionnaire; it was mainly open ended so we had not face much problem.
(5) Data tabulation:-
We arrange the data in the form of table.
(6) Analysis:-
After tabulation we analyze the data with the help of pie chart because in pie
chart it was easy to understand every thing in percentage as well as it gives
better picture.
(7) Conclusion:-
On the basis of finding there should be a short summary.
(8) Recommendation:-
Should write some suggestion, was given by interviewed people
either negative or positive.

Importance of project study
• This project study can be useful while publicity and developing the advertising
campaign for running company.
• Another use of this study in deciding appropriate marketing strategy for the particular
product and service.
• This study is useful in reaching the awareness level of the people towards the subjected
product and service.
• It can be useful in developing skills for marketing and advertising as well.
• Importance of this project study is to identify the competitor’s strategy.
• In acquiring the market demand and market share of the company in competitive era.
• To develop the easy method to reach the customer awareness towards our product.
• It will make the company aware of its strength and weaknesses (in advertisements,
promotional campaigns etc.) So that it can compete and survive telecom service market
by focusing on that.
• It well helps company to improve upon its weakness in deposit so that more and more
customer could be attracted towards it.
• It well helps company to carry on with its strength in advertisement strategies so that
existing customers remain loyal to it.

This project study has certain limitation.
1) In the ensuring study, time was a constraint in addition to the
researcher’s limit to physically endeavor in touching in depth a targeted group.
2) The time was short so we could not take a large sample so only with sample of 200 we
have to analyze so it may deferred from earlier study.
3) Although there was limitation still I made my best so that this project can give clear
and real picture.

DATA FINDING, INTERPRETATION AND ANALYSIS
QUESTION NO. 1
ARE YOU CURRENTLY SUBSCRIBING TO A MOBILE PHONE?
SUBSCRIBERS OF MOBILE PHONE
2%
YES
NO
98%
INFERENCES:-
1. From the above we can conclude that almost all people are using mobile phone
(about 98%).
2. Only 2% are not using mobile phone.
In rural and urban area still people are not having mobile phone.
QUESTION NO. 2
WHICH BRAND ARE YOU USING
35% 32%
30% BSNL
25% 21% RELIANCE
20%
20% HUTCH
15% 12% 12% IDEA
10% AIRTEL
5% 3% TATA
0%
H
TA
E
EA
L
TE
TC
NC
N
TA
ID
BS
R
HU
A
AI
LI
RE
INFERENCES:-
From above most subscribers are from BSNL that is 32% after that reliance is 21% almost
equally is HUTCH and with 12% share is of IDEA and AIRTEL each and TATA has share 3%
in Kanpur city.
Hare BSNL is being supported because of its availability of network in the urban as well as
interior rural area.

QUESTION NO. 3
GENDER OF THE CUSTOMER.
G E N D E R O F S AM P LE
F E M A LE
24%
M A LE
76 %
INFERENCES:-
1. From the above graph 76% male person using mobile phone.
2. And 24% female are using mobile phone.
3. male person are using more mobile phone
Mainly male are working out of the home and this could reason they are using more mobile
phone.
QUESTION NO. 4
AGE GROUP OF CUSTOMERS.
AGE OF MOBILE USER
50%
42%
40%
PERCENTAGE
30% 24%
20% 17%
12%
10% 5%
0%
20-25 25-30 30-45 15-20 Above 45
AGE (IN YEARS)
INFERENCES:-
1. Age between 20 -25 years are most user of mobile phone its share is 42%.
2. 24% is from age between 25-30 years.
3. 17%, 12%, 5% are from the age between 30-45, 15 -20,and above 45 years respectively.The
age group of 20-30 year students comes and they are most user and always busy talking. When
they get married they talk to their partner up to 30 year after crossing this age people use
phone only for particular purpose

QUESTION NO. 5
OCCUPATION OF CUSTOMER.
40% 36%
35%
BUSINESSMAN
30% 27%
PROFESSIONAL
25% 21%
SERVICE
20%
13% STUDENT
15%
10% OTHERS
10%
5%
0%
S
T
L
CE
AN
EN
NA
ER
VI
SM
UD
IO
TH
R
SS
ES
SE
O
ST
N
FE
SI
O
BU
PR
RESULT:-
According to data obtained it has been observed that
i. 36% of the sample are student,
ii. 27% are service class,
iii. 21% are business class,
iv. 10% are professional and 6% are others, which includes
retired professionals and housewives. Again the largest share is
student which proves that youth are more aware.

Students are in the habit of keeping phone according to requirement and then service man then
business people use it smartly.
QUESTION NO. 6
INCOME GROUP OF CUSTOMER.
INCOME OF MOBILE USER
60% 53%
50%
PERCENTAGE
40%
30%
19% 18%
20%
10%
10%
0%
5000-10000 10000-15000 15000-20000 20000-25000
INCOME IN Rs
RESULT:-
1. It has been observed that 53% sample is fromRs.5000-10000.
2. 19% is from10000-15000,
3. 18% are Rs.20000-25000.
4. 10% are Rs.15000- 20000.
Again the largest share is student which proves that youth are more aware from telecom
companies. With the lowest income group having reliance in great %.

QUESTION NO. 7
HAVE YOU SEEN AN ADVERTISEMENT OF ANY TELECOM COMPANY?
YES 100%
NO 0%
NO, 0%
YES, 100%
YES NO
RESULT:
From above we can conclude that almost all people are aware of advertisement of Telecom
Company .
PRINT ADVERTISEMENT
(A) WHICH BRAND’S HAVE SEEN BY YOU?
40%
34%
35%
RELIANCE
30%
HUTCH
25% 22%
18% BSNL
20% 15% AIRTEL
15%
TATA
10% 6% 5%
IDEA
5%
0%
RELIANCE HUTCH BSNL AIRTEL TATA IDEA
INFERENCES:
From the above graph 34% people have seen RELIANCE print advertisement. After that
HUTCH, BSNL and AIRTEL with 22%,18% and 15% respectively.
In print advertisement dominant role is from RELIANCE.
Because Reliance promote itself with the print media mainly and having such great % among
all other.
(B) ADVERTISEMENT THAT YOU HAVE SEEN IS FOR WHICH
SERVICE PROVIDED BY A TELECOM COMPANY?
AWARNESS OF DIFFERENT BRAND'S PRINT

ADVERTISMENT
82%
11% 7%
PREPAID POSTPAID VAS
INFERENCES:-
1. It has been found that maximum82% are well aware of prepaid
advertisement
2. 11% of sample are well aware of VAS print advertisement
3. 7% are aware with postpaid advertisement.
The share of various telecom brands under Postpaid, Prepaid and VAS is given below.
Mainly people are convenient with the print media and this could reason companies focus
on print media. It is available everywhere easily to aware people.

(B i) PREPAID AWARENESS
AW ARNES S OF P REP AID
35% 30%
30%
22%
PERCENTAGE
25%
18% 18%
20%
15%
10% 7%
5%
5%
0%
A IRTEL BSNL HUTCH IDEA RELIA NCE TA TA
RESULT:
It has been found that in prepaid print advertisement awareness.
1. Reliance is having maximum share which is 30% followed by
2. Hutch with 22%.
3. Airtel and BSNL is having same share with 18%.
4. TATA is having the 7% share. Idea is on the last with 5% share.
With the above figure we can see that Reliance communication having more awareness among
consumer and it is used maximum.

(B ii) POSTPAID AWARENESS
AW ARNESS OF POSTPAID
50%
40%
40%
PERCENTAGE
30%
20% 20%
20% 13%
7%
10%
0%
0%
RESULT:-
In post paid print advertisements it has been found that
Reliance is having maximum share of advertisements which is 40% followed by Hutch
and BSNL with percentage of 20% each followed by Idea with 13% and Airtel with7%
share. TATA is having 0% awareness in postpaid print advertisements.

(B iii) VAS AWARENESS
AW ARNESS OF VALUE ADDED SERVICES
50% 43%
40%
PERCENTAGE
30% 26%
19%
20%
10% 4% 4% 4%
0%
RESULT:-
In VAS services of print advertisements it has been found that
1. Reliance is having maximum share which is 43% followed by
2. Hutch with 26% share.
3. BSNL is having the share of 19%.,
4. Idea, TATA, and Airtel, are same with 4% share each.
The reliance communication in the VAS services plays a healthy role to aware people, so that
it is on the top in this also.

(C) WHICH ELEMENTS IN THE ADVERTISEMENT HELP
YOU TO RETAIN THE KNOWLEDGE ABOUT THE BRAND
AND IT’S PRODUCT?
ELEMENTS OFADVERTISMENT WHICH

HELP TOREMAININMIND
8% 0%
39%
53%
BRANDAMBASSDOR COBRANDING
CREATIVITY MESSAGECONVEYED
INFERENCES:
It has been found that maximum percentage of the sample retain the message conveyed which
is 53% followed by creativity and brand ambassador which is 39%, 8% respectively. Co-
branding is having 0% share in retaining elements of advertisements among the sample.

(C i) BRAND AMBASSDOR
AW ARNES S THRO UG H BRAND AM B AS S ADO R
40% 34% 34%

30%
PERCENTAGE
16%
20%
8% 8%
10% 0%
0%
A IR T EL B S N L H U T C H ID EA R EL IA N C ET A T A
RESULT:-
Awareness of brand ambassador
1. Airtel and BSNL is having maximum share which is 34% both.
2. Hutch comes after that having share of 16%.
3. Idea and TATA comes after that with 8% both.
4. Reliance have 0% share in retaining brand ambassador of elements of
advertisements.
Here awareness through brand ambassador Airtel and BSNL are using maximum level of
brand ambassador in advertising so they capture market in that ratio and Reliance does not
use.
(C ii) CO BRANDING
AW ARNESS THROUGH COBRANDING
60%
50%
50%
PERCENTAGE
40%
30%
20%
20%
10% 10% 10%
10%
0
0%
RESULT:-
Awareness of cobranding
Reliance is having maximum share which is 50% Hutch comes after that having share of 20%
followed by Idea, BSNL and TATA having share of 10% each. TATA have 0% share in
retaining brand ambassador of advertisement elements.
In co-branding Reliance has great % in awareness of people that’s all.

(C iii) CREATIVITY:
AW ARNESS THROUGH CREATIVITY
40% 36%
35%
30% 26%
PERCENTAGE
25%
20%
13% 13%
15%
8%
10% 4%
5%
0%
RESULT:-
Awareness of creativity
1. Hutch is having maximum share which is 36%.
2. Reliance comes after that having share of 26%.
3. Airtel and BSNL is having share of 13% both.
4. Idea with 8% and TATA with 4%.
The creativity of Hutch is praise worthy because it shows creativity while advertisement which
is different from others.
Example: using hut and dog in 20 paise call scheme and written 20 in flexible style.
(C iv) MESSAGE CONVEYED
AW ARNES S O F M ES S AG E CONV EYED
38%
40%
35%
30%
PERCENTAGE
25% 20%
20% 15% 16%
15%
8%
10%
3%
5%
0%
RESULT:-
Awareness of message conveyed
1. TATA is having maximum share which is 38%
2. BSNL, Hutch, Airtel, Reliance, Idea with 20%, 16%, 15%, 8%, 3%
respectively.
The conveying message is easier to understand in compare to other brands difficulty in
conveying.
(C) CAN YOU RECALL THE ELEMENTS WHICH WERE IN THE
ADVERTISEMENT WHICH YOU HAVE SEEN?
RECALLINGOFTHEVARIOUSELEMENTS
OFPRINTADD
22%
38%
40%
CLAIMED DETAILED PROVEN
RESULT:-
In the above pie chart we can observe:
1. Recalling of the various elements of print advertisements.
2. Detailed recall have maximum share of 40%.
3. Claimed and proven recall with 38%, 22% respectively.
Through this we can say that maximum percentage of sample have detailed recalling ability
of the print advertisements.

(Di) CLAIMED RECALL
R EC A L L IN G O F P R IN T A D D
35% 30%
29%
30%
25%
19%
PERCENTAGE
20% 16%
15%
10% 5%
5% 1%
0%
A IR T EL B S N L H U T C H ID EA R EL IA N C ET A T A
RESULT:-
From the above bar graph we can observe that
1. Claimed recall ability maximum percentage of sample can recall the
reliance print advertisement with 30% share.
2. 29% of the sample can also recall the Hutch print advertisement.
3. Airtel, BSNL, TATA, Idea with 19%, 16%, 5%, 1% respectively.
The Reliance in print advertisement recalls more to public that’s reason it has
maximum share in recalling.

(D ii) DETAILED RECALL
RECALLING OF P RINT ADD
35% 30%
30%
25%
PERCENTAGE
19%
20% 17%
14%
15% 10% 10%
10%
5%
0%
RESULTS: -
In detailed recalling
1. 30% of the sample could recall Reliance advertisement
2. BSNL, Hutch, Airtel, with 19%, 17%, 14% resdpectively.
3. TATA and Idea is having same percentage with 10%.
After recalling, in detailed recalling advertisement also Reliance has great share
of print add. It gives the brochure which provides full knowledge to people.
(D iii) PROVEN RECALL
RECALLING OF PRINT ADD
50% 43%
40%
PERCENTAGE
30%
20% 22%
20%
11%
10% 4%
0%
0%
RESULT:-
In proven recalling
2. BSNL, Hutch, Airtel, and Idea with 22%, 20%, 11%, 4% respectively.
3. TATA is having 0% percentage of proven recalling ability of sample.
The proven recall in print add Reliance communication is only which recalls more and other
are very less in comparison.

(E) WAS THE ADVERTISEMENT SEEN BY YOU WAS GIVING
THE CLEAR PICTURE OF THE MESSAGE WHICH WAS
BEING COMMUNICATED?
MESSAGE WAS BEING COMMUNICATED
NO
0%
YES
100%
RESULT:-
In the above graph all the people in survey said that advertisement seen by them was giving
the clear picture of message conveyed.

TV ADVERTISEMENT
(A) WHICH BRAND’S ADVERTISEMENT HAVE YOU SEEN?
50% 43%
40%
32%
PERCENTAGE
30%
20% 22%
20%
10% 4%
0%
0%
RESULT:-
It clear from the following graph that
1. 32% of sample have seen Airtel advertisement
2. Reliance, Hutch, BSNL, TATA and Idea having the percentage of
26%, 15%,11%, 10%, 6% respectively .
3. This shows Airtel ahead of all other brands in print advertisement
awareness.
As per the experience of mine the clearness of picture given by different brand the
reliance provides clear pictures in communication of message it provides.

(B) ADVERTISEMENT THAT YOU HAVE SEEN IS FOR WHICH
SERVICE PROVIDED BY A TELECOM COMPANY?
AW ARNES S O F DIFFERENT BRAND'S TV

ADV ERTIS M ENT
79%
13% 8%
PREPA ID POSTPA ID V A S
RESULT:-
1. Maximum 79% are well aware of prepaid advertisement
2. 13% of sample are well aware of VAS print advertisement
The share of various telecom brands under Postpaid, Prepaid and VAS is given below.
The maximum % of prepaid is being used by people and this could reason prepaid TV
advertisement is given in maximum % to aware people.

P REP AID AW ARENESS IN TV ADD
30% 27%
25% 22% 22%
PERCENTAGE
20%
15% 11% 10%
8%
10%
5%
0%
E
H
EA
EL
TA
NC
N
TC
RT
ID
BS
TA
HU
A
AI
LI
RE
INFERENCES:-
Above bar graph shows that
1. Prepaid tv advertisement awareness of Airtel is having maximum
share of 27% Hutch and Reliance is having same share with 22%.
2. BSNL 11% TATA is having the 10% share.
3. Idea is on the last with 8% share.
Mainly in TV advertisement Airtel provides more and more add and repeat it also and
other brands are not having such a focus on tv advertisement, then Reliance and Hutch
show it in average in prepaid field.

POSTPAID AWARENESS IN TV ADD
30% 25% 25%

24%
PERCENTAGE
25%
20%
15% 13% 13%
10%
5% 0%
0% E
H
L
EA
L
TA
C
TE
TC
N
N
ID
BS
TA
R
IA
U
AI
EL
R
RESULT:
In postpaid TV advertisements
1. Reliance and Hutch is having maximum share of advertisements
which is 25% each.
2. Airtel 24% followed by TATA and BSNL with 13%.
3. Idea is having 0% awareness in postpaid print advertisements.
The TV advertisement of postpaid in Reliance and Hutch are giving more and in the ratio
of use consumer prefer it, because of their tariff plan which is cheap to use and get better
facilities.
VAS AWARENESS IN TV ADD
38%
40%
PERCENTAGE
35%
30%
23%
25%
20% 15%
15% 12%
8%
10% 4%
5%
0%
E
H
L
C
A
L
A
E
C
N
T
T
ID
S
A
A
IR
U
B
T
LI
H
A
E
R
INFERENCES:-
In VAS services of TV advertisements
2. Airtel with 23% share.
3. Reliance is having the share of 15%.
4. BSNL 12%, TATA 8% and Idea 4%.
Particularly the Hutch in VAS service of TV advertisement is best still in competitive era
with the huge investment for awareness of people.

(B) WHICH ELEMENTS IN THE ADVERTISEMENT HELP YOU
TO RETAIN THE KNOWLEDGE ABOUT THE BRAND AND IT’S
PRODUCT?
ELEMENTSOFTVADVERTISMENTWHICH
HELPTOREMAINTHEBRANDINMIND
11% 5%
45%
39%
BRANDAMBASSDOR COBRANDING
RESULT:-
According to the above chart
Maximum percentage of the sample retain the message conveyed which is 45% creativity
39%and brand ambassador which is 11% and Co- branding is having 5% share in
retaining elements of advertisements among the sample.

AWARENESS THROUGH BRAND AMBASSADOR
50% 44%
PERCENTAGE
40%
30%
30% 26%
20%
10%
0% 0% 0%
0%
E
H
L
EA
L
TA
C
TE
TC
N
N
ID
BS
TA
R
IA
U
AI
EL
R
RESULT:-
In Awareness of brand ambassador
1. Idea is having maximum share which is 44%.
2. Airtel comes after that having share of 30%.
3. BSNL and TATA come after that with 0% both.
Here Idea gives add on TV with the help of brand ambassador which remind the people
many time and make position in mind. Those others are not in such manner so they are not
on better fight.
(C ii) CO BRANDING
AWARENESS THROUGH CO BRANDING
50% 46%
PERCENTAGE
40%
27%
30%
18%
20%
9%
10%
0% 0%
0%
E
H
L
EA
L
TA
C
TE
TC
N
N
ID
BS
TA
R
IA
U
AI
EL
R
RESULT:-
In awareness of cobranding
1. Reliance is having maximum share which is 46%
2. Idea comes after that having share of 27%
3. Hutch18%, Airtel 9% BSNL and TATA having share of 0% each.
But in the co-branding the Reliance plays a vital role and aware to people in great % and
that is reason consumer prefer it more.

(C iii) CREATIVITY
AWARENESS THROUGH CREATIVITY
50% 45%
PERCENTAGE
40%
30%
20% 15% 16%
8% 8% 8%
10%
0%
E
H
EL
C
L
TA
C
N
N
T
ID
A
BS
A
R
T
LI
AI
E
R
RESULT:-
Awareness of creativity
1. Hutch is having maximum share which is 45%
2. Reliance comes after that having share of 16%.
3. Airtel 15% and BSNL, TATA and IDEA are having same 8%.
In the field of creativity no one brand can follow it because of various creative awareness
which click in people’s mind and they cannot forget it any more. And consumer enjoy the
creativity also.
( C iv) MESSAGE CONVEYED
PERCENTAGE OF MESSAGE CONVEYED
38%
40%
35%
28%
PERCENTAGE
30%
25%
20%
15% 12% 12%
10% 6% 4%
5%
0%
E
H
L
EA
L
TA
C
TE
TC
N
N
ID
BS
TA
R
IA
U
AI
EL
R
RESULT:-
1. Airtel is having maximum share which is 38%
2. Reliance, Hutch, BSNL, Idea and TATA with 28%, 12%, 12%, 6% and 4%,
respectively.
Where the matter comes awareness of message conveyed the Airtel is the best which
convey the real message to consumer and they increase their knowledge as well. Other
brands are not much effective before Airtel.

(D) CAN YOU RECALL THE ELEMENTS WHICH WERE IN THE
RE
C ALLINGOFTHEVARIOUSELEMENTS
OFTVADVERTISEME
N T
21%
34%
45%
CLAIME
D D
ETAILE
D PROVE
N
RESULT:-
In the above pie chart we can observe that :-
1. TV advertisements detailed recall have maximum share of 45%
2. Claimed and proven recall with 34%, 21% respectively.
3. Through this we can say that maximum percentage of sample have detailed recalling
ability of the print advertisements.
Here we can observe that if anything is shown in detailed that matters, at least some part of
that detail people remembers in mind. Then claimed are sure to remembered by people.
(D i) CLAIMED
RECALLING OF TV ADD
35% 32%
30%
PERCENTAGE
25%
18% 19%
20%
15% 12% 12%
10% 7%
5%
0%
E
H
L
EA
NL
TA
C
TE
TC
N
ID
TA
BS
R
IA
U
AI
EL
R
RESULT:-
1. Maximum percentage of sample can recall the reliance print advertisement with 32%
share.
2. 19% of the sample can also recall the Hutch print advertisement
3. Airtel, BSNL, TATA, Idea with 18%, 12%, 12%, 7% respectively.
The Reliance in the claimed advertisement is providing that attract the people and increase
their belief.
(D ii) DETAILED
RECALLING OF TV ADD
33%
35%
30%
PERCENTAGE
25% 21%
20% 16%
13% 12%
15%
10% 5%
5%
0%
E
H
L
EA
L
TA
C
TE
TC
N
N
ID
BS
TA
R
IA
U
AI
EL
R
RESULT:-
In detailed recalling ability it has been found that 33% of the sample could recall Airtel
advertisement followed by Reliance, Hutch, BSNL, TATA and Idea with 21%, 16%, 13%,
12% and 5% respectively.
In the detailed information advertisement the Airtel provides idea and knowledge tha people
like more to know that and prefer.

(D iii) PROVEN
RECALLING OF TV ADD
45% 39%
40%
PERCENTAGE
35% 29%
30%
25%
20%
15% 9% 10%
7% 6%
10%
5%
0%
E
H
L
EA
L
TA
C
TE
TC
N
N
ID
BS
TA
R
IA
U
AI
EL
R
RESULT:-
In proven recalling ability it has been found that 39% of the sample could recall Airtel
advertisement followed by Reliance, Hutch, BSNL, Idea and Tata with 29%, 10%, 9%, 7%
and 6% respectively.
(E) WAS THE ADVERTISEMENT SEEN BY YOU WAS GIVING THE CLEAR
PICTURE OF THE MESSAGE WHICH WAS BEING COMMUNICATED?
YES NO
85% 15%
M ESSA GE W A S BEING C OM M UNIC A T ED
NO
15%
YES
85%
RESULT:-
In the above chart we can see that 85% of the sample say that the advertisement which was
being communicated gives them clear picture of the message and 15% say no for this.
OUTDOORS ADVERTISEMENT
(A) WHICH BRAND’S ADVERTISEMENT HAVE YOU SEEN?
SHARE OF OUTDOOR BRANDS
40% 34% 32%

PERCENTAGE
35%
30%
25%
20% 16%
15%
8% 7%
10%
3%
5%
0%
E
H
EL
EA
TA
C
N
N
T
ID
S
TA
A
R
U
B
LI
AI
E
R
RESULT:-
According to data
1. 34% of sample has seen Hutch advertisement. Reliance, Airtel, BSNL, Idea and
TATA having the percentage of 32%, 16%,8%, 7%, 3% respectively.
2. This shows Airtel ahead of all other brands in print advertisement awareness.
The Hutch has mainly target to hang hoardings and at every corner and try to capture market.
(B) ADVERTISEMENT THAT YOU HAVE SEEN IS FOR
WHICH SERVICE PROVIDED BY A TELECOM COMPANY?

AWARNESSOF DIFFERENT OUTDOOR ADVERTISMENT
79%
15% 6%
PREPAID POSTPAID VAS
RESULT:-
According to data obtained it has been found that maximum
1. 79% are well aware of prepaid advertisement.
2. 15% of sample is well aware of VAS outdoor advertisement.
4. The share of various telecom brands under Postpaid, Prepaid and VAS is given below.
AWARNESS OF OUTDOOR ADVERTISEMENT
33% 32%
35%
30%
PERCENTAGE
25%
20% 15%
15%
9%
10% 7%
4%
5%
0%
E
H
L
EA
NL
TA
C
TE
TC
N
ID
BS
TA
R
A
HU
AI
LI
RE
RESULT:-
According to the above bar graph
1. Prepaid outdoor advertisement awareness of Hutch is having maximum share is 33%.
2. Idea, Airtel, BSNL, Reliance and TATA is having share with 32%, 15%, 9%, 7% and
4%.
The Hutch is very popular in outdoor advertisement in the market and it focus to aware
people more in creative manner.

35% 31% 31%

PERCENTAGE 30%
25%
20% 15% 15%
15%
8%
10%
5% 0%
0%
E
H
L
EA
L
TA
C
TE
TC
N
N
ID
BS
TA
R
IA
U
AI
EL
R
RESULT:-
In post paid print advertisements it has been found that
Idea and Hutch is having maximum share of advertisements which is 31% Airtel and
BSNL 15% each followed by TATA 8% and Reliance is having 0% awareness in postpaid
print advertisements.

40% 34% 33%

35%
PERCENTAGE
30%
23%
25%
20%
15%
10% 7%
3%
5% 0%
0%
E
H
L
EA
L
TA
C
TE
TC
N
N
ID
BS
TA
R
IA
U
AI
EL
R
RESULT:-
In VAS services of print advertisements it has been found that hutch is having maximum
share which is 34% and it aware people practically creates the distinct idea to consumer
followed by Idea with 33% share which is near to Hutch and Airtel with 23%. Reliance is
having the share of 7%., BSNL 3%, TATA 0%.

(C) WHICH ELEMENTS IN THE ADVERTISEMENT HELP YOU TO
RETAIN THE KNOWLEDGE ABOUT THE BRAND AND IT’S
PRODUCT?
ELEMENTS OF OUTDOORADVERTISMENT
WHICHHELP TO REMAINBRANDINMIND
7% 8%
36%
49%
BRANDAMBASSDOR CO BRANDING
RESULT:-
According to the above chart and table it has been found that
Maximum percentage of the sample retain the message conveyed is 49%
1. Creativity is 36%,
2. Co- branding is having 8%.
3. brand ambassador which is 7%
share in retaining elements of advertisements among the sample.

AWARNESS THROUGH BRAND AMBASSADOR
40% 37%
PERCENTAGE
35%
30%
25% 19%
18%
20%
13% 13%
15%
10%
5% 0%
0%
E
H
L
C
L
A
E
C
N
N
E
T
T
ID
A
S
A
IR
U
B
T
LI
H
A
E
R
RESULT:-
Awareness through brand ambassador
1. hutch is having maximum share which is 37%.
2. Airtel comes after that having share of 18%.
3. TATA 19%, BSNL and Idea come after that with 13% both and Reliance 0%.
Basically brand ambassador does not have much impact but in this hutch spend more on
brand ambassador and having benefit of it among all rivalry.

(C ii) CO BRANDING
AWARNESS THROUGH CO BRANDING
80% 67%
70%
PERCENTAGE
60%
50%
40%
30%
20% 13% 13%
7%
10% 0% 0%
0%
E
H
L
EA
NL
TA
NC
TE
TC
ID
BS
TA
R
A
HU
AI
LI
RE
RESULT:-
Awareness through cobranding
1. Reliance is having maximum share which is 67%.
2. Airtel and Hutch comes after that having share of 13%.
3. Idea and TATA having share of 0% each.
In the co-branding the Reliance is only which has great role in awareness of people which
use it all for better growth.

(C iii) CREATIVITY
AWARNESS THROUGH CREATIVITY
35% 32%
30%
30%
PERCENTAGE
25%
20%
15% 12%
10%
8%
10%
5% 2%
0%
E
H
L
EA
L
TA
C
TE
TC
N
N
ID
BS
TA
R
IA
U
AI
EL
R
RESULT:-
Awareness through creativity
1. Hutch is having maximum share which is 38% Reliance comes after that having share
of 30%.
2. BSNL 12% and Airtel 10%, IDEA and TATA is having same 8% and 2% respectively.
In the creativity the Hutch is always on number one, and is unbeaten by rival.
(C iv) MESSAGE CONVEYED
PERCENTAGE MESSAGE CONVEYED
40% 34%
PERCENTAGE
35% 32%
30%
25%
20% 16%
15%
8% 7%
10%
3%
5%
0%
CE
H
EL
EA
NL
TA
TC
N
RT
ID
BS
TA
IA
HU
AI
EL
R
RESULT:-
2. Reliance, Airtel, BSNL, Idea and TATA with 32%, 16%, 8%, 7% and 3%,
respectively.
Here Hutch has left the Airtel in message conveyed and got captured the market then a reliance
is following in conveying message.

(C) CAN YOU RECALL THE ELEMENT WHICH WAS IN THE
RECALLINGOFTHEVARIOUSELEMENTS
OFOUTDOORADD
30%
36%
34%
CLAIMED DETAILED PROVEN
RESULT:-
In the above pie chart we can observe that
1. Claimed recall have maximum share of 36%.
2. Detailed and proven recall with 34%, 30% respectively.
3. Through this we can say that maximum percentage of sample have claimeded recalling
ability of the print advertisements.

(D i) DETAILED RECALL
RECALLING OF OUTDOOR ADVV ERTISEMRNT
35% 32%
30%
30%
PERCENTAGE
25%
20% 16%
15% 11%
10% 7%
4%
5%
0%
CE
H
EL
EA
L
TA
TC
N
RT
AN
ID
TA
BS
HU
AI
LI
RE
RESULTS:-
1. Maximum percentage of sample can recall the reliance with 32% share.
2. 30% of the sample can also recall the Hutch TV advertisement
3. Airtel, BSNL, Idea and TATA with 30%, 11%, 7%, 4% respectively.
In detailed recalls the Reliance communication is considered as the best while outdoor
advertisement.
(D ii) CLAIMED RECALL
RECALLING OF OUTDOOR ADVVERTISEMRNT
40% 36%
35% 32%
PERCENTAGE
30%
25%
20%
13%
15% 10%
10% 6%
3%
5%
0%
E
H
L
EA
L
TA
C
TE
TC
N
N
ID
BS
TA
R
IA
U
AI
EL
R
RESULT:-
In claimed recalling it has been found that
2. Hutch, Airtel BSNL, Idea and TATA with 32%, 13%, 10%, 6% and 3% respectively.
The Reliance communication provides claimed recalls in the easy manner to the consumer.
(D iii) PROVEN:-
RECALLING OF OUTDOOR ADVVERTISEMRNT
45% 40%
40%
PERCENTAGE
35%
27%
30%
25% 19%
20%
15% 8%
10% 3% 3%
5%
0%
E
H
L
EA
L
TA
C
TE
TC
N
N
ID
BS
TA
R
IA
U
AI
EL
R
RESULT:-
In proven recalling it has been found that
40% of the sample could recall Hutch advertisement outdoor followed by Reliance, Airtel,
Idea, BSNL and Tata with 27%, 19%, 8%, 3% and 3% respectively.
(E) THE OUTDOOR ADVERTISEMENT SEEN BY YOU WAS IN
WHICH FORM?
FORM OF OUTDOOR ADV ERTISEM ENT SEEN BY SAM PLE
72.06%
14.22%
2.94% 3.92% 6.86%
HOARDING GANTRY BQS KIOSKS TRAFFIC SIGNAL
RESULT:-
According to data it has been found that
1. 72% sample is well aware with Hoardings.
2. Traffic signal, gantry, BQS and Kiosks having 14%, 7%, 4% and 3% respectively.
(F) WAS THE ADVERTISEMENT SEEN BY YOU WAS GIVING THE
CLEAR PICTURE OF THE PICTURE WHICH WAS BEING
COMMUNICATED?
YES NO
86% 14%
M E S SA G E W A S B E IN G C O M M U NIC A T E D
NO
14%
YE S
86%
RESULT:-
In the above chart we can see that 86% of the sample says that the advertisement which was
being communicated gives them clear picture of the message and 14% say no for this.
PROMOTIONAL CAMPAIGNS
(A) WHICH BRAND’S PROMOTIONAL CAMPAIGN HAVE YOU
SEEN?
35% 30%
PERCENTAGE
30% 26%
24%
25%
20%
15%
7% 8%
10% 5%
5%
0%
E
H
L
C
L
A
E
C
N
N
E
T
T
ID
S
A
A
IR
U
B
T
LI
H
A
E
R
INFERENCES:-
According to above bar graphit has been found that
1. 30% of sample have seen Reliance advertisement
2. Airtel, Hutch, Idea, BSNL and TATA having the percentage of 26%, 24%,8%, 7%,
5% respectively .
3. This shows Reliance ahead of all other brands in Promotional campaigns awareness.
4. In the field of promotion the RELIANCE does better to aware people and promote its
brand.
(B) CAMPAIGNS THAT YOU HAVE SEEN FOR WHICH SERVICE
PROVIDEED FOR?
AW ARNESSOF DIFFERENT PROMOTIONAL
CAM PAIGNS
77%
12% 11%
PREPA ID POSTPA ID V A S
RESULT:-
According to above pie chartist has been found that
1. Maximum i.e. 77% are well aware of prepaid advertisement.
2. 12% of sample is well aware of VAS print advertisement.
4. The share of various telecom brands under Postpaid, Prepaid and VAS is given below.
Now we people are in the habit of using the prepaid so the companies promote first prepaid
connection and advertisement as well to aware people.
AWARENESS OF DIFFERENT PROMOTIONAL
COMPAIGNS
35% 32%
PERCENTAGE
30% 27%
25% 20%
20%
15% 9%
10% 6% 6%
5%
0%
E
H
L
C
L
A
E
C
N
T
T
ID
S
A
A
IR
U
B
T
LI
H
A
E
R
RESULT:-
According to the above bar graph it has been found that
1. Promotional campaigns awareness of Reliance is having maximum share which is
32%.
2. Hutch, BSNL, Idea, and TATA is having share with 27%, 20%, 9%, 6%and 6%
respectively.
The Reliance uses the promotional campaigns which are different from others to aware
people and attract them for long.

AW ARENESS OF DIFFERENT PROMOTIONAL
COMPAIGNS
30% 27% 27%

23%
PERCENTAGE 25%
20%
15%
9% 9%
10% 5%
5%
0%
CE
CH
EL
EA
L
TA
N
RT
AN
ID
T
BS
TA
HU
AI
LI
RE
RESULT:-
in Postpaid Promotional campaigns awareness of Hutch and BSNL is having maximum
share which is 27% with their promotional campaigns for the people followed by
Airtel, Reliance, TATA and Idea is having share with 23%, 9%, 5% and 5%
respectively.
(B iii) VAS
AWARENESS OF DIFFERENT PROMOTIONAL
COMPAIGNS
50% 44%
PERCENTAGE
40%
28%
30%
20%
20%
8%
10%
0% 0%
0%
E
H
L
EA
L
TA
C
TE
TC
N
N
ID
BS
TA
R
A
U
AI
LI
H
RE
RESULT:-
1. Promotional campaigns awareness of Hutch is having maximum share
a. Which is 44%?
2. Reliance, Airtel, Idea, TATA and BSNL is having share with 28%, 20%, 8% and 8%
respectively.
In the VAS the Hutch is the hero of the market which gives the better promotion
campaigns to public.
(c) WHERE YOU HAVE SEEN THESE PROMOTIONAL CAMPAIGNS?

PLACESOFPROMOTIONALCAMPAIGN
SEENBYTHESUBSCRIBER
18%
36%
46%
MALLS RETAILOUTLETS ROADSHOWS
RESULT:-
According to above pie chart it has been found that
1. Maximum people have seen about 46 % of sample have seen promotional campaigns at
retail outlets.
2. Road shows and malls with 36% and 18% respectively.
Basically people visit the retail outlets in daily life this is reason companies promote by the
retail outlets then care on road show and others.

(D) WERE THOSE CAMPAIGNS ABLE TO COMMUNICATE THE
INFORMATION?
MESSAGEWAS BEINGCOMMUNICATED
NO
23%
YES
77%
RESULT:-
1. 77% of the sample says that these campaigns were able to communicate them clear
picture of the message.
2. While 23% say no for this.
Mainly the campaigns are made to communicate sometimes it happens people find it
difficult to understand otherwise it is for awareness of people.

(E) IF ‘NO’ THEN, DO YOU GET KNOWLEDGE ABOUT NEW
SERVICE AND PRODUCT THROUGH RETAILERS?
INFORMATION WAS GIVEN BY RETAILER
38%
62%
YES NO
RESULT:-
1. 62% of the sample says that if the information of campaigns is not clear than they get
information from retailer.
2. 38% say that they also do not get information from retailer.
Actually the retailer communicate the consumer in better way that does not need to search
the meaning and in Malls and road show people face problem to realize some time , and
make different meaning. So retail is the suitable for promoting campaign.

RECOMMENDATIONS AND SUGGESTIONS
According to the Analysis the following recommendation and suggestion are
given
Promote TV advertisement :
Reliance communication should give more emphasis on TV Advertisement because people
have great access to this media.
Promote print advertisement:-
Reliance communication should promote its schemes by giving advertisement in news papers
specially VAS so that the people who dealt with it came to know that benefit of dealing with it.
Concentrate more on creativity in advertisement
Reliance communication should Concentrate o n some unique advertisement as Airtel and
Hutch has done that more customer could be attracted towards it like Hutch and Airtel.
CONCLUSION
It is conclude that in the city of Kanpur everyone is aware from advertisement of various
telecom companies as 100% sample people are aware. In the use of mobile phone the Reliance
has been found ahead among all others. Reason behind its network coverage and promotion
technique and awareness of people by appropriate advertisement. It has been found that its
network in interior area and In urban area strongly available. The scheme provided by
Reliance communication is convenient to people and every one can have its cheep mobile
easily.
This is the top one company which is facilitating to people with their need and desire and
aware them with the different promotion channel and sources. So that at the end people are
having reliance mobile in maximum percentage and enjoying the telephony. It is
consideredthat Reliance is performing in better manner in comparison to others one and having
to position in telecom industry.

FINDINGS
 In Print and Promotional Advertisement Reliance is on Ist position.
 In T.V. Advertisement and Outdoor Advertisement Reliance is on IInd position.
 In Print Advertisement Hutch is on IInd position followed by BSNL, Airtel, TATA
and Idea respectively.
 In T.V. Advertisement Airtel is on Ist position, Hutch is on IIIrd position followed by
BSNL, TATA, Idea respectively.
 In Outdoor Advertisement Hutch is on Ist position, Airtel is on IIIrd position
 Followed by BSNL, Idea, and TATA respectively.
 In Promotional Campaign Airtel is on IInd position followed by Hutch, idea, BSNL,
TATA respectively.
BIBLIOGRAPHY
Kothari C. R. , Research methodology, New Era, seventh edition, Pg. 239.
Phillip Kotler & Keller Kevin lane,
Marketing Management, Pearson, seventhedition, Pg. 587.
Web links:-
http://www.relianceada.com
http://www.telecomindustry.com
http://www.business-today.com
http://www.gm.ril.com
ANNEXURE
TOP OF THE MIND AWARENESS
Name:-_____________________ Address:-___________________
Profession:-__________________ Contact Details:-______________
Email-ID:-___________________
1) Are you currently subscribing to a mobile phone?
Yes No
2) Which brand are you using? And why do you prefer this brand?
OPERATORS TICK ANY(√)

A.BSNL
B.AIRTEL
C.IDEA
D.HUTCH
E.RELIANCE
F. TATA
Why do you prefer this brand? ____________________________________
3) Please tick the gender of the customer.
Male female
4) Age group of customer (Tick only one)
AGE-GROUP 15-20 20-25 25-30 30-45 Above 45

Tick only one
relevant check box
(√)
5) What is the occupation of customer? (Tick only one)
Occupation of customer Mark the appropriate (√)

PROFESSIONAL
BUSINESSMAN
SERVICE
STUDENT
ANY OTHER
6) What is the income group of the customer? (Tick only one)
5000-10000 10000-15000 15000-20000 20000-25000
Income Group (in Rs.)

Tick only one relevant
check box (√)

7) Have you seen an advertisement of any telecom company?
Yes No
8) If ‘yes’ then which medium have you seen that advertisement? (√) the appropriate
 PRINT AD
 TV ADVERTISEMENT
 OUT DOOR
 PROMOTIONAL CAMPAIGNS
a) Which brand’s advertisement have you seen?
OPERATORS TICK ANY ONE(√)

A.BSNL
B.AIRTEL
C.IDEA
D.HUTCH
E.RELIANCE
F. TATA
b) Advertisement which you have seen is for which service provided by the telecom co.
SERVICES TICK ANY ONE(√)

PREPAID
POSTPAID
VAS
c) Which elements in the advertisement help you to retain the knowledge about the brand
and its product?
ELEMENTS OF ADVERTISEMENT TICK ANY ONE(√)

CREATIVITY OF ADVERTISEMENT
MESSAGE CONVEYED
CO-BRANDING
BRAND AMBASSDOR
d) Can you recall the elements which were there in the advertisement which you have
seen?
Claimed recall Detailed recall Proven recall

e) Was the advertisement seen by you was giving the clear picture of the message which was
being communicated?
Yes No

Effectiveness of Marketing Strategy

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“Effectiveness of Marketing Strategy

(TOMA) used by Reliance

Submitted in partial fulfilment of the requirement of Master of

(Lecturer) Roll No: 0916470047

Pranveer Singh Institute of Technology, Bhauti, Kanpur

I here by declare that the dissertation entitled “Effectiveness of Marketing Strategy

(TOMA) used by the Reliance Communication” done at Reliance Communication,

Kanpur and submitted to the Department of MBA, Praveen Singh Institute of

Technology, Bhauti, Kanpur, affiliated to AICTE, is an original work done by

Name: Sandeep Kumar Yadav

Roll No.: 0916470047

I feel great satisfaction in presenting our Summer Internship on “Effectiveness of

Marketing Strategy (TOMA) used by the Reliance Communication”. I wish to

completion of this project report.

great institution of ours, PRANVEER SINGH INSTITUTE OF TECHNOLOGY, for

providing us with the opportunities for completion of our training successfully.

sincere effort in guiding us throughout our project.

Sandeep Kumar Yadav

difficulty finding an industry that changes as rapidly as advertising in marketing.

A strategy or technique or even a type of advertising organization that works may be

Top of mind awareness also completely depends on advertising so we analyze the

TOMA on the basis of different mode of advertisement.

According to KOTLER advertising can attempt to:

I have gratefully completed my Summer Internship with Reliance Communication in Kanpur.

 Which telecom company has more awareness?

 Do reliance communication is leading from its competitors?

 To study the exact scenario of Reliance in Kanpur city.

communication and how the Reliance communication overcomes their weakness to be a

leading telecom service provider in the market.

SERIAL NO. TOPICS PAGE NO.

influential presenter for their company’s event.

(1) Develop your ‘hook’

Getting published in magazine or trade journal is an excellent way to become perceived as an

published article and use them as promotional item.

(3) Make phone calls to editors, reporters and producers:-

(4) Send fax-outs and mail-outs:-

INDIAN MOBILE SERVICE SECTOR

• Revenues ~ USD 19.5 bn (FY 2009)

• CAGR (FY 2005-09) - 21%

• Have doubled in last 3 years

• Subscribers ~ 160 million (Aug 2009)

• CAGR (FY 2005-9) - 38 %

• Nearly quadrupled since FY 05

• 5-6 million being added every month

• Has doubled in 3 years

…and is poised to be the second largest network globally by 2009*

Telecom Subscribers - Country wise December 2009

Japan Rus Ind

Expected to overtake US by 2009

Subscriber Growth - Mobile vs

• Intra-circle merger guidelines

• 3 to 6 players per circle

• Presence of CDMA and GSM providers

• Significant share of private sector

• ARPUs among lowest in the world

• Lower cost of ownership due to Low cost / used handsets

• Success of the pre-paid format

Wireless emerging as the preferred mass market

format service providers focus on Internet / broadband

access to improve fixed line ARPU*

2009 figures as of Nov 2009

Growing network coverage is triggering further market expansion

Cellular reach (End 2006