PROJECT REPORT ON

DESIGING AN INTEGERATED MARKETING COMMUNICATION FOR RELIANCE 3G

Submitted to:

DR. SHRADDHA SHIVANI

DEPARTMENT OF MANAGEMENT BIRLA INSTITUTE OF TECHNOLOGY, MESRA

ACKNOWLEDGEMENT

We consider ourselves fortunate to receive the encouragement & patronization of all those who helped us in the completion of this project. It is properly guided effort that leads to the goal. We are very grateful and thankful to our project guide, Dr. Shraddha Shivani, for his valuable guidance. Without his efforts, this project wouldnt have been up to mark.

We would like to express our sincerest gratitude to the respondents of this study (Retailers, staff of Reliance communication Ranchi) who responded to our queries. Further, a project of this nature calls for cerebral nutriment, professional guidance & encouragement from every corner. To put it together we are highly indebted towards all other faculties whose cooperation has made the project successful.

Thanking you, The Research Team

INDEX

SERIAL NO. 1. 1.1 2. 3. 4. 5. 5.1 5.2 6 6.1 6.2 6.3 6.4 6.5 7. 8.

9. 10. 11. 12. 13. 14.

TOPIC INTRODUCTION ABOUT THE PROJECT LITERATURE NEED OF THE STUDY RESEARCH OBJECTIVES RESEARCH METHODOLOGY HYPOTHESIS RESEARCH PROBLEM SAMPLING PLAN SAMPLE UNIVERSE SAMPLING UNITS SAMPLING SIZE SAMPLE METHOD RESEARCH STUDY METHODS OF DATA COLLECTION GRAPHS(DATA ANALYSIS AND INTERPRETATION) FINDINGS CONCLUSION LIMITATION OF THE STUDY SUGESSTIONS QUESTIONNAIRE BIBLIOGRAPHY

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DESIGNING AN INTEGERATED MARKETING COMMUNICATION FOR RELIANCE 3G

1.INTRODUCTION

1.1 ABOUT THE PROJECT

Reliance Group, an offshoot of the Group founded by Shri Dhirubhai H Ambani (19322002), ranks among Indias top three private sector business houses in terms of net worth. The group has business interests that range from telecommunications (Reliance Communications Limited) to financial services (Reliance Capital Ltd) and the generation and distribution of power (Reliance Infrastructure Limited). Reliance Groups flagship company, Reliance Communications, is India's largest private sector information and communications company, with over 150 million subscribers. It has established a pan-India, high-capacity, integrated (wireless and wireline), convergent (voice, data and video) digital network, to offer services spanning the entire info comm value chain. Other major group companies Reliance Capital and Reliance Infrastructure are widely acknowledged as the market leaders in their respective areas of operation. Reliance 3G was launched in Ranchi on 18th March, 2011. It was the first private 3G telecom service provider in Ranchi. It can support speed up to 28 MBPS. From launching till date about 2500 customers out of approx. 70000 Reliance customers are using 3G services which is less than 5% of total customer base. Its competitors in 3G services are BSNL, Airtel & Aircel in Ranchi. So, we are going to design an IMC campaign for Reliance 3G to make the people aware about the plans and tariffs of reliance 3G and help it in establishing as a market leader and increasing its customer base in Ranchi.

1.2 ABOUT INTEGRATED MARKETING COMMUNICATION:

When a person, group or organization attempts to transfer an idea or message communication occurs when the receiver is able to comprehend the information. It is a part of any advertising or marketing program. Marketing communications are the means by which a firm attempts to inform, persuade and remind customers-directly or indirectly- about the products and brands they sell. Marketing communication also performs many functions for its customers. They can tell or show customers how and why a product is used, by what kind of person, where and when. Consumers can learn about who makes the product and what the company and brand stands for. Marketing communication allows companies to link their brands to other people, places, events, brand experiences, feelings, and, things.

1.3 ABOUT THE COMPANY

Reliance Group, an offshoot of the Group founded by Shri Dhirubhai H Ambani (19322002), ranks among Indias top three private sector business houses in terms of net worth. The group has business interests that range from telecommunications (Reliance Communications Limited) to financial services (Reliance Capital Ltd) and the generation and distribution of power (Reliance Infrastructure Limited). Reliance Groups flagship company, Reliance Communications, is India's largest private sector information and communications company, with over 150 million subscribers. It has established a pan-India, high-capacity, integrated (wireless and wireline), convergent (voice, data and video) digital network, to offer services spanning the entire info comm value chain. Other major group companies Reliance Capital and Reliance Infrastructure are widely acknowledged as the market leaders in their respective areas of operation.

Reliance Communications

1.4 WHAT IS 3G?

3G refers to the Third Generation mobile network, sometimes also referred as UMTS 3G networks offers more data download speeds Offers users advanced services e.g.: multimedia applications like video and broadband services 3G+ & 3.5G are the names given from some operators to an upgraded 3G network

3G entry in India
RCOM has emerged with a strong 3G footprint in the auction with presence in 13 circles including all 3 metros

3G Network Map

3G SERVICES
Mobile broadband Reliance Mobile is providing the best speeds (up to 28 Mbps), the fastest download and upload speeds and providing coverage in the largest number of areas in India Reliance Mobile broadband will always be connected to the fastest possible technology available (3G, EDGE, GPRS.) The services that Reliance Mobile Broadband will offer are Dongles, phone as modem & Mobile Internet. When compared to HSD, Reliances 3G MBB offers higher speeds (up to 28 Mbps vs. 3.1 Mbps for HSD), is easy to use on any computer and offers very convenient tariffs Mobile TV Live TV with ~100 channels across sports, news, music , kids and general entertainment
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 Video on demand offering ranging from short clips (movie trailers, songs) to full length movies and made for mobile content (mobisodes) Video call Real time two-way video and voice communication between two video-call enabled 3G handsets Easy to user as simple as making or receiving a voice call Requires both calling and receiving customers to have front camera 3G handsets in 3G coverage area R World New and improved WAP portal to be launched with improved graphics and rendering for enhanced user experience WAP portal will be a storefront for all reliance VAS services; strong content offering (Bollywood, international, niches like devotional)

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2.SITUATIONAL ANALYSIS

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2.1 SWOT ANALYSIS OF RELIANCE 3G

STRENGTH Good brand image of Reliance Strong customer base of 2G in Ranchi High speed mobile broadband upto 32 mbps Unique VAS features

WEAKNESS Network problem in some areas of Ranchi Poor customer care service Awareness of 3G services among retailers are not upto mark. Tariff charges of BSNL is more economical than Reliance 3G

OPPORTUNITY Can emerge as a market leader in 3G services in Ranchi Can increase market share and customer loyality in Ranchi Customer gives preference to GSM over CDMA THREAT BSNL 3G tariffs charges is less than Reliance 3G Threat from new entrants like Aircel & Airtel Market demand is not as per expectation 3G handsets are expensive than ordinary handsets

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2.2 ADVERTISEMENT OF RELIANCE 3G

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2.3COMPETITORS FEATURES OF RELIANCE 3G

BSNL Highest customer base of 3G in Ranchi. Cheapest tariff rates of 3G in videocalling. Low 3G activation charges. Launched cheap 3G handsets bundle offer.

AIRTEL Congestion free 3G Network. Good network Coverage . High quality video calling. Other features:Video talkies App central

ADVERTISEMENTS OF BSNL 3G

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ADVERTISEMENTS OF AIRTEL 3G

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3.1 MARKETING OBJECTIVE

To increase brand awareness of Reliance 3G services. To increase product awareness. To increase preference of Reliance 3G over its competitors. To capture a substantial percentage of market of Reliance 3G.

3.2 IMC OBJECTIVE

To firmly establish Reliance 3G brand positioning and development strategies with targeted customers group. To create a sensuous impact rather than regular Reliance 3G advertisement. To intensify its position as a market leader in 3G services in Ranchi. To make awareness amongst customers about features and uses of Reliance 3G services.

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4. BUDGETING
There are four common methods that are used to decide the promotional budget: 1) Affordable Method: The budget is what a Company can afford to spend. It does not look upon advertising as an investment and leads to uncertain annual budget. 2) Percentage of Sales Method: Many Companies set promotion expenditures at a specified percentage of sales or sales price. But it discourages experimentation. Also, it depends on year to year sales fluctuations and hence interferes with long term planning. 3) Competitive party method Some Companies set promotional budget to achieve share of voice parity with competitors. The disadvantage is, there is no reason to believe the competitors know better. 4) Objective and Task Method 1) Defining specific objectives 2) Determining the task to achieve these objectives

4.1 Method of Budgeting used by us:Task & Objective Method Setting marketing objective: To generate sensuous impact on customers mind and make them aware with various distinct features and uses of RELIANCE 3G. Determine task required: Advertising, sales promotion, Personal selling, Tele marketing. Estimate cost associated with tasks: Approx 1 crore in IMC Activities required for this campaign.
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4.2 IMC TOOLS USED

Advertising:

a. Print Media

b. FM Radio

c. Hoarding

Sales Promotion

Personal Selling

Telemarketing

Media plan period: 2 Months

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4.3 MEDIA PLANNING

PRINT MEDIA-

Target Audience: Youth, Housewives, Semi-Urban customers, business professions and Service class people.

Newspapers English daily- Hindustan times & times of india Hindi daily- Prabhat khabar & Dainik bhaskar Frequency:

Hindustan times & prabhat khabarTwo times a week including Sunday for one month One time a week for next one month

Times of india & Dainik BhaskarOne time a week on alternate day

Rates of Hindi & English dailyPrabhat khabar-460/sq.cm, Hindustan times-400/sq.cm Times of india-510/sq.cm Dainik bhaskar- 480/sq.cm

ReachPrabhat khabarTimes of indiaHindustan timesDainik bhaskar-

Size of advertisement (20*12)cm. on front page

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Expected budget on Print mediaHindi dailies- 18 lac (approx) English daily- 17 lac(approx)

Total print media budget-35 lac

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FM RADIO Target audience Youth, Housewives, Semi-Urban customers and Service class people

Radio Station Big 92.7 FM

Duration of ad: 1 minute approx

Frequency First month:-10 times a day (6 ads prime time & 4ads in non prime time) Second month:- 6 ads a day (4 ads in prime time 2 ads in non prime time) Structure &Cost Prime Time 7 am-11 am & 5 pm-9 pm Cost: Rs 370/10 sec

Non Prime Time 11 am-4 pm & 9 pm-12 am Cost: Rs 320/10 sec

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NEED OF STUDYCustomers are the valuable assets for any banker because their business depends on them. The main motto of bank is to keep a good relationship with the prospective customers and satisfy their requirements in the best possible manner. Through this study the bankers will get to know how far the customers are satisfied by the services provided by them and if they are not satisfied then where they lag and what improvements are required on their part. In general, the bankers will get to know the services that are expected by the prospective customers and this will help the bank to improve upon their performance.

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4.RESEARCH OBJECTIVES

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OBJECTIVES OF THE RESEARCH

1. To study the essential services expected by the prospective customers from their bankers. 2. To measure the satisfaction level of customers from the services provided by the banks. 3. To suggest improvement measures to the banks.

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5.RESEARCH METHODOLOGY

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5.1.HYPOTHESIS1. Customers are satisfied by the services of accounts and deposits provided by the bank. 2. Customers are satisfied by the loan facility provided by the bank. 3. Customers are satisfied by the services and transaction facilities provided by the debit and credit cards of the bank. 4. Customers are satisfied by ATM services provided by the bank. 5. Customers are satisfied by the internet banking facility.

5.2.RESEARCH PROBLEM-

To study the essential services expected by the prospective customers from their their bankers, measure the satisfaction level of customers and suggest measures to improve the performance of bank.

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6.SAMPLING PLAN

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6.1. SAMPLE UNIVERSE

The residents of South & North Office Para.

6.2.SAMPLE UNITS
Those residents of South & North Para who are the customers of State Bank Of India & Bank Of India ( South & North Office Para Branch).

6.3. SAMPLING SIZE

Our sample size was 40.

6.4 SAMPLE METHOD

Our sampling method was simple random sampling.

6.5 RESEARCH STUDY

Our research study is descriptive and conclusive.

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7.DATA COLLECTION

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METHODS OF DATA COLLECTION

Method of primary data collection: 1.Questionaire method 2.Interview method

Method of secondary data collection: Data collected from the SBI & BoI website.

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8.GRAPHS(DATA ANALYSIS AND INTERPRETATION)

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8.1. No. of customers maintaining different kind of Accounts and Deposits

No. of Customers
No. of Customers 40 30 25 16 12 3 Current A/c Savings A/c Recurring Deposits Fixed Deposits Demat A/c Safe Deposit Lockers

Comment: Maximum no. of customers maintains savings a/c with the bank. So, banks should focus more upon its saving a/c facilities.
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8.2. Unnecessary charges for not maintaining minimum balance

Unnecessary Charges

Yes 40%

No 60%

Comment : Banks donot charge unnecessarily for not maintaining minimum balance in the account.

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8.3. Competitive Interest Rates

Competitive Interest Rates

No 8%

Yes 92%

Comment : Banks do offer competitive interest rate

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8.4. No. of customers maintaining different kind of loans

No. of Customers
No. of Customers

25 20 18 15

Home

Auto

Education

Personal

Comment: Maximum no. of customers go for home loans with the bank.

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8.5. Time consuming and exhaustive procedures for loans

% of Customers Satisfied
Yes 32%

No 68%

Comment: Most of the customers feel that the formalities and procedures for acquiring loan is time consuming and exhaustive

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8.6. Transaction limit on debit and credit cards

% of Customers Satisfied
No 15%

Yes 85%

Comment: Maximum customers are satisfied by the services and transaction limit of the
debit and credit card of the bank

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8.7.ATM banking Services

Unsatisfied ATM Network Distribution Continuous Services Ease of Screen Use About the Services Total 4(10%) 15(37.5%) 22(55%) 10(25%) 51

Somewhat Satisfied 16(40%) 18(45%) 13(32.5%) 13(32.5%) 60

Satisfied 20(50%) 7(17.5%) 5(12.5%) 17(42.5%) 49

Comment: Overall, the customers are somewhat satisfied by the ATM banking services of the bank.

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8.8.Internet Banking Services

Unsatisfied Page Setup/ Menu Flow Ease of use/ Navigation Content About the Services Total 6(15%) 4(10%) 3(7.5%) 1(2.5%) 14

Somewhat Satisfied 9(22.5%) 8(20%) 10(25%) 7(17.5%) 34

Satisfied 25(62.5%) 28(70%) 27(67.5%) 32(80%) 112

Comment: Most of the customers are satisfied by the internet banking services provided by the bank

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8.9. Customer Relationship

% of Customer Satisfaction

No 53%

Yes 47%

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Comment: Most of the customers are satisfied with the customer relations of the employees

8.10. Response Time

% of Customer Satisfaction
Yes No

40%

60%

Comment: Most of the customers are satisfied with the response time of the bank

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8.11. Willing to continue with the present banker

% of Customers willing to continue

No 28%

Yes 72%

Comment: Most of the customers are willing to continue with the present banker

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8.12. Overall Quality of your Banker

% of Customers
Excellent Very Good Good Average Poor

5%

7% 13%

50%

25%

Comment: Most customers rate the overall quality of banks as average

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8.13. What comes to customers mind when they think about their Bank

Services
Core Banking 20% Personalised Service 10% Wide Branch Network 20%

Computerised Banking 30%

Customer Service 20%

Comment: Computerised Banking comes to customers mind first when they think about their Bank

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9.FINDINGS

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Our Findings1. The account and deposit facility of the bank meets the expectation level of the customers because it offers competitive interest rate and do not charge unnecessarily for not maintaining minimum balance in the account. 2. Maximum customers maintain saving account with the bank. 3. The loan facility provided by the bank does not meet the expectation level of the customers because the formalities and procedures for acquiring loan is time consuming and exhaustive. 4. The debit and credit card facility provided by the bank meets the expectation level of the customers because they are satisfied by the facility and transaction limit of the debit and credit card provided by the bank. 5. The ATM Banking facility provided by the bank meets the expectation level of the customers partially. Though they are satisfied by the ATM network distribution and other services, they are somewhat satisfied by the continuous services but are unsatisfied by the ease of screen use. 6. The Internet Banking facility provided by the bank meets the expectation level of the customers as they are satisfied by the page setup/ menu flow, ease of use/navigation, content and other services. 7. Most of the customers are satisfied with the customer relations of the employees. 8. Most of the customers are satisfied with the response time of the bank. 9. Most of the customers are willing to continue with the present banker. 10. Most customers rate the overall quality of banks as average. 11. Computerized Banking comes to customers mind first when they think about their Bank.

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10.CONCLUSION

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The customers are somewhat satisfied by the essential services provided by the bankers to them. They expect that the loan facility provided by the banks should need a little improvement as far as the procedure and formalities for acquiring a loan is concerned which is very time consuming. They also expect that ATM facility should me made a little better in terms of money transaction i.e. sometimes it happens that withdrawal below denomination of Rs.500 is not possible, so this type of problem should be avoided and flexibility should be increased. Also, banks should work upon the ease of the ATM screen use. Banks should give stress on savings a/c and computerised banking facility which is expected by the customers. But, on the whole the essential services provided by the banks somewhat meet the expectation level of the prospective customers.

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11.LIMITATIONS

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Limitations
1. Our Study premises is confined to South & North Office Para. 2. Time constraint is another limitation for our project. 3. We have not covered each and every service provided by the bank.

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12.SUGGESTIONS

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Suggestions
1. The procedures and facilities for acquiring loans should be made less time consuming, fast and esay. 2. The ease of screen use for ATMs should be improved as it creates problems sometimes. 3. ATM facility should me made a little better in terms of money transaction i.e. sometimes it happens that withdrawal below denomination of Rs.500 is not possible, so this type of problem should be avoided

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13.QUESTIONNAIRE

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CUSTOMER EXPECTATION QUESTIONNAIRE

NAME OF CUSTOMER: OCCUPATION: AGE:

NAME OF THE BANK: ANNUAL INCOME: DATE:

I would be grateful if you could spare a few minutes to complete this Customer Satisfaction Questionnaire to help me to know the desired level and expected level of customer satisfaction for my project.

1. For the past how many years you have account with this bank?

2.

What kind of account & deposits do you maintain in this bank? (a)Current (b)Savings (c)Recurring ( d)Demat (e)Fixed (f)Safe Deposit Locker Do they charge unnecessarily for not maintaining minimum balance in your account (a) Yes (b) No

3.

4. Do you think your bank offers competitive interest rates? (a) Yes (b) No

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5. What kind of loans do you maintain in this bank? (a)Home (b)Auto (c)Education ( d)Personal 6. Do you feel the formalities and procedures for acquiring loan is time consuming and exhaustive? (a)Yes (b)No 7. Are you satisfied by the services and transaction limit of the debit and credit card of your bank? (a)Yes (b)No If No then why?

8. How would you describe your views about ATM banking services? (1- Satisfied 2- Somewhat Satisfied 3- Unsatisfied) ATM network distribution Continuous Services Ease of Screen Use About the service

9. How would you describe your views about Internet banking services? (1- Satisfied 2- Somewhat Satisfied 3- Unsatisfied) Page Setup/ Menu Flow Ease of Use/Navigation Content About the service 10. Are you satisfied with the customer relations of the employees? (a) Yes (b) No 11. Are you satisfied by the response time? (a) Yes (b) No 12. Are you willing to continue with your present banker? (a) Yes (b) No

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13. What do you feel about overall service quality of your bank. (a)Excellent (b)very good (c)good (d)average (e)poor

14. When do you think of your bank what comes first in your mind (a)Personalised service (b)Wide branch network (c)Customer service (d)computerised banking (e)Core banking

14.BIBLIOGRAPHY

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BIBLIOGRAPHY

Websites 1) www.sbi.co.in 2) www.rbi.org.in 3) www.boi.com 4) www.wikipedia.com 5) www.informationforaccountants.com

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