A STUDY ON BRAND AWARENESS

A Study on

BRAND AWARENESS
At
AMIRA CONNECT

Submitted in partial fulfilment of the requirement of the

Bangalore University for the award of
BACHELOR OF BUSINESS MANAGEMENT

By

MOHAMMED SULTAN NAZEER

UNDER THE GUIDANCE OF

(Extenal Guide)

(Internal Guide)

Get Ready For Life

Department of Management
Hennur Cross, Hennur Main Road, Kalyan Nagar
BANGALORE-560043
2013-2014
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A STUDY ON BRAND AWARENESS

ACKNOWLEDGEMENTS

I would like to express my profound gratitude to my project guide

Mrs. _________, Faculty, IADC, for her invaluable guidance, support and
encouragement to make this dissertation successful.
I am also highly thankful to Mr. _________, Manager of Amira Connect, Reliance
Mobile, Bangalore for providing an opportunity to do my dissertation. I am also
thankful to the staff members who helped me to make this dissertation project
successful.
I would also like to thank Principal, _________________, IADC, and the Faculty
members of IADC for providing necessary guidance and help for successfully
completing this project.
Lastly I would like to express my profound gratitude towards my family members
and friends whose help and support has played major role in completing this
dissertation project successfully.

Date:

MOHAMMED SULTAN NAZEER

Place:

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A STUDY ON BRAND AWARENESS

INDIAN ACADEMY DEGREE COLLEGE

Hennur Cross, Hennur Main Road, Kalyan Nagar
Bangalore-43

CERTIFICATE

This is to certify that Mr. MOHAMMED SULTAN NAZEER studying in VI

semester BBM, INDIAN ACADEMY DEGREE COLLEGE has prepared a
dissertation entitled A STUDY ON BRAND AWARENESS at Amira
connect, Reliance Mobile under the guidance of

Mrs. ____________ as a

partial fulfilment of the requirements of the Bangalore University for the

award of Bachelor of Business Management for the academic year 2010-2013.

Signature of the Guide

Signature of the Principal

Date:
Place:

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A STUDY ON BRAND AWARENESS

GUIDE CERTIFICATE

This is to certify that MOHAMMED SULTAN NAZEER has carried out the
project work entitled A STUDY ON BRAND AWARENESS conducted at
Amira connect, Reliance Mobile in MARKETING stream of specialization
under my guidance and supervision.
This work has been done satisfactorily and is recommended for the consideration
towards partially fulfilment of the award of Bachelor Of Business Management
from Bangalore University.
This work has not formed a basis for the award of any degree or diploma by any
university.

Date:
Project Guide
Place:

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A STUDY ON BRAND AWARENESS

STUDENTS DECLARATION

I hereby declare that this Dissertation entitled A STUDY ON BRAND

AWARENESS in Amira Connect, Reliance Mobile at Bangalore, submitted by
me to the Department of Management, Bangalore University in partial fulfilment of
requirements of BBM Degree is a bonafide work carried by me under the guidance
of Mrs. Rekha K. This has not been submitted earlier to any other University or
Institution for the award of any degree/diploma/certificate or published any time
before.

Date:
Signature
Place:

Mohammed Sultan Nazeer

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A STUDY ON BRAND AWARENESS

CONTENTS
CHAPTER
NO.

1
2

TITLE OF THE CHAPTER

PAGE
NO.

EXECUTIVE SUMMARY

INTRODUCTION

RESEARCH DESIGN

34

COMPANY PROFILE

3
4
5
6

39

DATA ANALYSIS AND INTERPRETATION

67

SUMMARY OF FINDINGS

99

RECOMMENDATIONS, SUGGESTIONS AND

CONCLUSION

101

ANNEXURE

104

BIBLIOGRAPHY

107

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LIST OF TABLES
SL
NO

TABLES

PAGE

Table showing usage of various mobile networks.

67

Table showing the duration of usage of present network.

69

Table showing type of subscription.

71

Table showing the reasons for association with present service provider.

73

Table showing the factors which create awareness to purchase present

75

service provider.
6

Table showing the effective media to promote a brand.

77

Table showing weather brand is important to make purchase decision or not.

79

Table showing awareness towards Reliance products, services and offers.

81

Table showing weather the respondent used Reliance service before or not.

83

10

Table showing what comes to respondents mind when they hear the brand

85

Reliance.
11

Table showing the position of Reliance mobile in market.

87

12

Table showing the ratings for the services and offers Reliance mobile.

89

13

Table showing the ratings for the advertisements of Reliance mobile.

91

14

Table showing the ratings for the quality of Reliance mobile.

93

15

Table showing the ratings for the prices of Reliance mobile.

95

16

Table showing the ratings for the overall performance of Reliance mobile.

97

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A STUDY ON BRAND AWARENESS

LIST OF GRAPHS
SL
NO
1

GRAPHS

PAGE

Graph showing usage of various mobile networks.

68

Graph showing the duration of usage of present network.

70

Graph showing Type of subscription.

72

Graph showing the reasons for association with present service provider.

74

Graph showing the factors which create awareness to purchase present service

76

provider.
6

Graph showing the effective media to promote a brand..

78

Graph showing weather brand is important to make purchase decision or not.

80

Graph showing awareness towards Reliance products, services and offers.

82

Graph showing weather the respondent used Reliance service before or not.

84

10

Graph showing what comes to respondents mind when they hear the brand

86

Reliance.
11

Graph showing the position of Reliance mobile in market.

88

12

Graph showing the ratings for the services and offers Reliance mobile.

90

13

Graph showing the ratings for the advertisements of Reliance mobile.

92

14

Graph showing the ratings for the quality of Reliance mobile.

94

15

Graph showing the ratings for the prices of Reliance mobile.

96

16

Graph showing the ratings for the overall performance of Reliance mobile.

98

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A STUDY ON BRAND AWARENESS

EXECUTIVE SUMMARY

This project report deals with studying the Brand awareness towards Reliance Mobile
through direct interview as a technique using questionnaires and is titled as A STUDY ON
BRAND AWARENESS WITH RESPECT TO RELIANCE MOBILE with special reference
towards Housing loan of SBI.

The study was conducted at RELIANCE MOBILE with the help of data which were collected
by frequent discussion with the company executives and officials. Data were also collected
from Service report, journals and websites of Reliance Mobile.

The data thus collected has been analyzed and interpreted with suggestions, if found
necessary, the company can adopt these suggestions based on the project.

This study was conducted mainly on Academic ground and will be considered as a successful
effort if some of the findings and recommendations are proved to be useful to the
organization.

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A STUDY ON BRAND AWARENESS

1. INTRODUCTION

Marketing Definition
Marketing is the process of performing market research, selling products and/or services to
customers and promoting them via advertising to further enhance sales. It generates the
strategy that underlies sales techniques, business communication, and business developments.]
It is an integrated process through which companies build strong customer relationships and
creates value for their customers and for themselves.
Marketing is used to identify the customer, to satisfy the customer, and to keep the
customer. With the customer as the focus of its activities, it can be concluded that marketing
management is one of the major components of business management. Marketing evolved to
meet the stasis in developing new markets caused by mature markets and overcapacities in the
last 2-3 centuries. The adoption of marketing strategies requires businesses to shift their focus
from production to the perceived needs and wants of their customers as the means of staying
profitable The term marketing concept holds that achieving organizational goals depends on
knowing the needs and wants of target markets and delivering the desired satisfactions. It
proposes that in order to satisfy its organizational objectives, an organization should anticipate
the needs and wants of consumers and satisfy these more effectively than competitors.
Marketing is defined by many Scholars as
Marketing is the anticipation management and satisfaction of demand through the
exchange process. By American Marketing Association.
Marketing consists of those efforts which affect transfer in ownership of goods and come
for their physical distribution. By Clark and Clark

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Marketing is the economic process by means of which goods and services are exchanged
and their values determined in terms of money prices. By Duddy
Marketing is the economic process of discovering and translating consumers wants into
products and services specification and then in turn helping to make it possible for more and
more consumers to enjoy more and more of these products and services.
A firm in the market economy survives by producing goods that persons are willing and
able to buy. Consequently, ascertaining consumer demand is vital for a firm's future viability
and even existence as a going concern.
Many companies today have a customer focus (or market orientation). This implies that the
company focuses its activities and products on consumer demands. Generally, there are three
ways of doing this: the customer-driven approach, the market change identification approach
and the product innovation approach.
In the consumer-driven approach, consumer wants are the drivers of all strategic marketing
decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of
a market offering, including the nature of the product itself, is driven by the needs of potential
consumers. The starting point is always the consumer. The rationale for this approach is that
there is no reason to spend R&D funds developing products that people will not buy. History
attests to many products that were commercial failures in spite of being technological
breakthroughs.
A formal approach to this customer-focused marketing is known as SIVA (Solution,
Information, Value, and Access). This system is basically the four Ps renamed and reworded
to provide a customer focus. The SIVA Model provides a demand/customer-centric alternative
to the well-known 4Ps supply side model (product, price, placement, promotion) of marketing
management.

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A STUDY ON BRAND AWARENESS

Product

Solution

Price

Value

Place

Access

Promotion

Information

If any of the 4Ps were problematic or were not in the marketing factor of the business, the
business could be in trouble and so other companies may appear in the surroundings of the
company, so the consumer demand on its products will decrease.
Concepts Of Marketing
The marketing concepts for elements are crucial to the long time success of a good service,
organization, person, place, or an idea. A customer orientation means examining consumers
needs, not production capability and devising a plan to satisfy them. Goods and services are
seen, as means to accomplish ends, not to ends themselves. A market driven approach means
being aware of the structure of the market place, especially the attributes and strategies of
competing firms.
A value based philosophy means offering goods and services that consumer perceives to
have value relative to their cost and offering of competitors. With an integrated marketing
focus, all the activities relating to goods and services are coordinate including finance,
production, engineering, inventory control, research and development and marketing. A goal
oriented firm employs marketing to achieve short term and long term goals-which may be
profit, finding to find to cure for the disease, increased tourism, election of an political

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candidate, a better company image , so on. Marketing helps in attaining goals by orientating a
firm towards pleasing consumer and offering desired goods, services or ideas.
There are 15 things manager can do to ensure that they adhere to the spirit of the marketing
concepts.

Create customer focus throughout the firm

Listen to customer

Define an cultivate distinctive competencies

Define marketing as marketing intelligence

Target customer precisely

Manage for profitability, not sales volume.

Make customer value the guiding star.

Let the customer define quality

Major and manage customers expectations.

Build customer relationship and loyalty.

Define the business as a service business.

Commit to continues improvement and innovation.

Manage the company culture along with strategy and structure.

Grow with partners and alliances.

Destroy marketing bureaucracy.

Importance Of Marketing
Marketing gives benefit to both the society and to the individual firm. Its

importance

growing rapidly since 1950.

Benefits To The Society

Marketing helps to achieve, maintain and raise the standard of the living of the
society.

Marketing increases employment opportunities just as every industry.

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Marketing helps to increase national income.

Marketing helps to maintain economics stability and economic development.

Marketing is a connecting link between the consumer and the producer.

Marketing removes the imbalances of supply by transferring the supply to deficits

area, through better transport facilities.

Marketing helps in the creation of utilities.

Marketing Research
Marketing research involves conducting research to support marketing activities, and the
statistical interpretation of data into information. This information is then used by managers to
plan marketing activities, gauge the nature of a firm's marketing environment and attain
information from suppliers. Marketing researchers use statistical methods such as quantitative
research, qualitative research, hypothesis tests, Chi-squared tests, linear regression,
correlations, frequency distributions, poisson distributions, binomial distributions, etc. to
interpret their findings and convert data into information. The marketing research process
spans a number of stages, including the definition of a problem, development of a research
plan, collection and interpretation of data and disseminating information formally in the form
of a report. The task of marketing research is to provide management with relevant, accurate,
reliable, valid, and current information.
A distinction should be made between marketing research and market research. Market
research pertains to research in a given market. As an example, a firm may conduct research in
a target market, after selecting a suitable market segment. In contrast, marketing research
relates to all research conducted within marketing. Thus, market research is a subset of
marketing research.

Type Of Marketing Research

Marketing research, as a sub-set aspect of marketing activities, can be divided into the
following parts:

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Primary research (also known as field research), which involves the conduction and

compilation of research for a specific purpose.

Secondary research (also referred to as desk research), initially conducted for one purpose,

but often used to support another purpose or end goal.

By these definitions, an example of primary research would be market research conducted
into health foods, which is used solely to ascertain the needs/wants of the target market for
health foods. Secondary research in this case would be research pertaining to health foods, but
used by a firm wishing to develop an unrelated product.
Primary research is often expensive to prepare, collect and interpret from data to
information. Nevertheless, while secondary research is relatively inexpensive, it often can
become outdated and outmoded, given that it is used for a purpose other than the one for
which it was intended. Primary research can also be broken down into quantitative research
and qualitative research, which, as the terms suggest, pertain to numerical and non-numerical
research methods and techniques, respectively. The appropriateness of each mode of research
depends on whether data can be quantified (quantitative research), or whether subjective, nonnumeric or abstract concepts are required to be studied (qualitative research).
There also exist additional modes of marketing research, which are:

Exploratory research, pertaining to research that investigates an assumption.

Descriptive research, which, as the term suggests, describes "what is".

Predictive research, meaning research conducted to predict a future occurrence.

Conclusive research, for the purpose of deriving a conclusion via a research process.

An emerging area of study and practice concerns internal marketing, or how employees are
trained and managed to deliver the brand in a way that positively impacts the acquisition
and retention of customers, see also employer branding.

Diffusion of innovations research explores how and why people adopt new products,
services and ideas.

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With consumers' eroding attention span and willingness to give time to advertising
messages, marketers are turning to forms of permission marketing such as branded content,
custom media and reality marketing.

Marketing Planning
The marketing planning process involves forging a plan for a firm's marketing activities. A
marketing plan can also pertain to a specific product, as well as to an organization's overall
marketing strategy. Generally speaking, an organization's marketing planning process is
derived from its overall business strategy. Thus, when top management are devising the firm's
strategic direction or mission, the intended marketing activities are incorporated into this plan.
There are several levels of marketing objectives within an organization. The senior
management of a firm would formulate a general business strategy for a firm. However, this
general business strategy would be interpreted and implemented in different contexts
throughout the firm.
After the firm's strategic objectives have been identified, the target market selected, and the
desired positioning for the company, product or brand has been determined, marketing
managers focus on how to best implement the chosen strategy. Traditionally, this has involved
implementation planning across the "4Ps" of marketing: Product management, Pricing (at
what price slot do you position your product, for e-g low, medium or high price), Place (the
place/area where you are going to be selling your products, it could be local, regional, country
wide or International) (i.e. sales and distribution channels), and People. Now a new P has been
added making it a total of 5P's. The 5th P is Politics which affects marketing in a significant
way.
Taken together, the company's implementation choices across the 4(5)Ps are often
described as the marketing mix, meaning the mix of elements the business will employ to "go
to market" and execute the marketing strategy. The overall goal for the marketing mix is to
consistently deliver a compelling value proposition that reinforces the firm's chosen

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positioning, builds customer loyalty and brand equity among target customers, and achieves
the firm's marketing and financial objectives.
In many cases, marketing management will develop a marketing plan to specify how the
company will execute the chosen strategy and achieve the business' objectives. The content of
marketing plans varies from firm to firm, but commonly includes:

An executive summary

Situation analysis to summarize facts and insights gained from market research and

marketing analysis

The company's mission statement or long-term strategic vision

A statement of the company's key objectives, often subdivided into marketing objectives

and financial objectives

The marketing strategy the business has chosen, specifying the target segments to be

pursued and the competitive positioning to be achieved

Implementation choices for each element of the marketing mix (the 4(5)Ps)
The current scenario of the Indian market looks bright. It is no longer a sellers market and

over the years, it has become one of the largest consumer markets in the world. Today, the
market of India is based on the perfect competition principle with the presence of both buyers
and sellers. The market fluctuations are dependent on the demand- supply chains and there is
very little Government intervention. To complement the economic growth, the retail
marketing sector in India is also on its high. It contributes around 10 % of the overall GDP
and generates around 8 % of the overall employment in the country. Over the years, the retail
marketing sector is expected to rise by around 25 % due to improvement in per capita income,
better lifestyle, and better demographic patterns. According to the experts, the retail and
marketing sector in India will amount to around US$ 175- 200 billion by the year 2016.
The equity market in India ranks as the third in South Eas t Asia after China and
Hong Kong.

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With more and more companies setting bases and new sectors entering the market, the Indian
marketing scene really looks bright for the future.

Customer
Traditionally the word customer was used to define people whom the organization dealt
with externally. Though the word customer is used as a single unit, purchases could be made
both by individuals and groups of people involved in decision making process. The term
customer refers to the purchaser of a product or services. They may or may not be the ultimate
consumer. Whereas the term customer refers to the end user of a product or service.
Consumer behavior can be said to be the study of how individual make decisions on how to
spend their available resources (time, money, efforts) on various consumption related items.
This simple definition of consumer behavior tells marketers to resolve every activity around
the ultimate consumer. And gauge their behavior by specially focusing on:

Who buys products or services

How do they product or services

Where do they buy them

When do they buy them

Why do they buy them

How often do they use them

These questions will help in understanding better what factors influence the decision
making process identifies the number of people who are involved in this process and ascribes
a role of them like the user, decider, influencer and buyer.

Customerisation
Customerisation refers to the process where in all the employees of the firm are required
to interact directly with the customer end user. They can have access to every person and
function within the organization, be involved in designing and fine tuning key products and
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processes, and turn every interaction with the customer into a platform of interactive
communication so as to add value and increase customer satisfaction.
In the existing business environment-market are turbulent and customer need fast
changing, companies should opt for ways to add value for their customer by offering product
or services just the way they want it. When the customer has to choose from large and
bewildering number of option, feature, pricing structures and delivering method, offering a
unique product to every individual customer will go a long way in adding value to the
customer decisions making process.
Customer satisfaction is a continuous process which do end or begin with a purchase. It
covers the entire ownership experience from selecting a product, to purchase through after
care to repeat purchase. Clearly there are three phases in the customer satisfaction process,
namely:

Pre sales : during this stage the customers expectations are developed through the
various information sources like advertising, word of mouth and so on.

During sales: when the customer is engaged in experiencing on how to deal with
enquires and sell products.

After sales period: this refers to the period when the customer has started using
product.

Service
Today, a large number of scholars and practitioners of marketing are of the view that
marketing of services should study and practiced as a distinct specialty. It is in keeping with
this development that we have chosen to devote a separate chapter on the subject.
Unique features of services

A service is a performance.

Services do not involve any ownership transfer.

Intangibility.

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Inseparability.

Variability.

Perishability.

In services, the customer is a part of the production process and there is a close interaction
between the service provider and the consumer.

Introduction To Brand Awareness:

With the opening of the market or the post liberalization period has resulted in many
companies entering the markets with offerings of their goods and services.
In the earlier stages of economic revolution consumer had to accept what the manufacturer
has produced. But todays consumers are much more educated, demanding, expect lot more to suit
their ever changing life styles. There by their quality expectations have been elevated from time to
time in order to rebuild it-self around its customer.
The manufacturer should be able to satisfy, with the type of product and services to match
the ever-changing customer requirements.
In developing a marketing strategy for products, the sellers have to confront the branding
decision. Brand is a major issue in product. Customers have strong preference for particular
versions and brands of basic goods and services. The manufactures eventually learn that market
power lies with the brand name companies. Consumers buying decisions are influenced by the
brand.
In this competitive world, the Brand plays an important role and a brand is very prominent
asset owned by an organization. Brand is endowed with awareness, perceived quality, associations
and brand loyalty. Brand is presented as creative idea.
A brand is a promise of the seller to deliver a specific set of benefits or attributes or
services to the buyer. Brand represents a level of quality.

Meaning
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A Brand is symbol, a mark, a name that acts as a means of communications which brings
about an identity of a given product.
A Brand in short is an identifier of the seller or the maker. A brand name consists of words,
letter or numbers that can be vocalized. Brand mark is the visual representation of the brand like a
symbol, design, distinctive coloring or lettering. Brand creates a bond between the customer and a
product.

Definition:
According to American marketing association A Brand is defined as a name, item, sign,
symbol or special design or some combination of these elements that is intended to identify the
goods or services of one seller or a group of sellers. A brand differentiates these products from
those of competitors.
In the word of Philip kotler
A brand is a name, term, sign, symbol or design or combination of them. Intended to
identify the goods or services of one seller or group of sellers and to differentiate them from those
of competitors.

Role of Branding
In todays world brand names come to create identify to distinguish one product from another.
The following points to pin down its precise role.

Brand is a massive asset: Brand is an intangible asset, because it is impossible to duplicate

brand name.

Brand is promotional tool: The product differentiation is done by a brand through sales
promotion.

Brand is a weapon to protect Market: A consumer has tried and liked a product, the brand
enables him to identify the product and repeat the purchase.

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Brand is antidote for middle mens survival: The class of middle man always tends to go
for a successful brand.

Brand is a means of identifications of customers: Brand is the easiest way of identifying

product or service by customers.

A brand can convey the consumers through six levels as shown below:

Brand Conveying
the Consumer
Attributes
Benefits
Values

Culture
Personality
User

Attributes: a brand first brings to mind certain attributes for a particular product.
Benefits: consumers are buying benefits of the product with brand.
Values: the brand tells about values which says same thing about the product values.
Culture: the brand represents a different culture.
Personality: a brand project a personality which can be person, animal or object.
User: the brand suggests its own target audience to use the product.

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Types Of Brands

Brand

Manufacturer
Brand

National
Brand

Private
Brand

Single
Brand

Multiple
Brand

Family
Brand

Brand Awareness of the Product

Aware of brand, when its presence is registered in the mind of consumers. The level of
awareness can range from mere recognition to recall to top of mind to dominant. The company is
spending money to keep brand in consumers memory.

A strong brand awareness means easy acceptance of new products. Brand with strong
awareness can brought and sold to create brand name with enduring strength.
An organization can put its customer awareness, identify and develop it further to build
strong brand. It is enhanced by creating a brand loyalty and establishing brand identity of a
product.
Brand awareness is asset which brand managers create and enhance to build brand equity.
It is related to the nature and features of product. It leads to brand strength which is constituted by
measuring the variable like leadership, stability, Market, geographic, trend, support and protection
etc.
Creating brand awareness with the use of advertising, promotion event management etc
a different brand has different kind of awareness which retains recognition.

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Brand awareness satisfies a need of the consumer. A consumer as aims, ambitions,
motivation drives and desire. Consumer feels more powerful when he uses the brand. Satisfactions
or preference for a brand shows how loyal the consumer is likely to be brand.
Now a days consumers are experience with brand awareness for different product, where
the consumers expectations levels are increased towards brand, product etc.

INDUSTRY PROFILE

Telecommunication is communication at a distance by technological means, particularly

through electrical signals or electromagnetic waves. Due to the many different technologies
involved, the word is often used in a plural form, as telecommunications.
Early telecommunication technologies included visual signals, such as beacons, smoke
signals, semaphore telegraphs, signal flags, and optical heliographs. Other examples of pre-modern
telecommunications include audio messages such as coded drumbeats, lung-blown horns, and loud
whistles.

Electrical

and

include telegraph, telephone,

and

electromagnetic

telecommunication

teleprinter, networks, radio, microwave

technologies

transmission, fiber

optics, communications satellites and the Internet.

A revolution in wireless telecommunications began in the 1900s with pioneering
developments in radio communications by Guglielmo Marconi. Marconi won the Nobel Prize in
Physics in 1909 for his efforts. Other highly notable pioneering inventors and developers in the
field of electrical and electronic telecommunications include Charles Wheats one and Samuel
Morse (telegraph), Alexander

Graham

Bell(telephone), Edwin

Armstrong,

and Lee

de

Forest (radio), as well as John Logie Baird and Philo Farnsworth (television).

The

world's

effective

capacity

to

exchange

information

through

two-way

telecommunication networks grew from 281 petabytes of (optimally compressed) information in

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1986, to 471 petabytes in 1993, to 2.2 (optimally compressed) exabytes in 2000, and to 65
(optimally compressed) exabytes in 2007. This is the informational equivalent of two newspaper
pages per person per day in 1986, and six entire newspapers per person per day by 2007. Given
this growth, telecommunications play an increasingly important role in the world economy and the
global telecommunications industry was about a $4.7 trillion sector in 2012. The service revenue
of the global telecommunications industry was estimated to be $1.5 trillion in 2010, corresponding
to 2.4% of the worlds gross domestic product (GDP).

Etymology
The word telecommunication was adapted from French. It is a compound of the Greek
prefix tele- meaning "distant", and the Latin communicare, meaning "to share". The French
word tlcommunication was first invented in the French Grande Ecole "Telecom ParisTech"
formerly known as "Ecole nationale superieure des telecommunications" in 1904 by the French
engineer and novelist douard Estauni.

History
Greek hydraulic semaphore systems were used as early as the 4th century BC. The
hydraulic semaphores, which worked with water filled vessels and visual signals, functioned
asoptical telegraphs. However, they could only utilize a very limited range of pre-determined
messages, and as with all such optical telegraphs could only be deployed during good visibility
conditions.
During the middle Ages, chains of beacons were commonly used on hilltops as a means of
relaying a signal. Beacon chains suffered the drawback that they could only pass a single bit of
information, so the meaning of the message such as "the enemy has been sighted" had to be agreed
upon in advance. One notable instance of their use was during the Spanish Armada, when a beacon
chain relayed a signal from Plymouth to London that signaled the arrival of the Spanish warships.

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(A replica of one of Chappe's semaphore towers in Nalbach, Germany)

Systems since the middle Ages
In 1792, Claude Chappe, a French engineer, built the first fixed visual telegraphy system
(or semaphore line) between Lille and Paris. However semaphore systems suffered from the need
for skilled operators, and expensive towers at intervals of 1030 kilometres (620 mi). As a result
of competition from the electrical telegraph, Europe's last commercial semaphore line in Sweden
was abandoned in 1880.

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History Of Telecommunication

The first commercial electrical telegraph was constructed by Sir Charles Wheatstone and
Sir William Fothergill Cooke, and its use began on April 9, 1839.

Then many transformation and improvement were done in telegraphic.

The conventional telephone now in use worldwide was first patented by Alexander Graham
Bell in March 1876. As with other great inventions such as radio, television, the light bulb,
and the digital computer,

Alexander Graham Bell and Gardiner Greene Hubbard, who created the first telephone
company, the Bell Telephone Company of the United States, which later evolved into
American Telephone & Telegraph (AT&T).

The first commercial telephone services were set up in 1878 and 1879 on both sides of the
Atlantic in the cities of New Haven, Connecticut, and London, England.

Types Of Communication
Point-To-Point Communication- Telecommunication over telephone lines
Broadcast Communication- Telecommunication through radio broadcasts
Multiplex System - Telecommunications in which multiple transmitters and multiple
receivers

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A STUDY ON BRAND AWARENESS

Top 10 Largest Telecom Operators in World

AT&T - the former SBC merged with AT&T creating the new AT&T (USA)

China Mobile - formerly China state-owned, now still state-controlled, one of two mobile
phone monopolies in the entire China.

Vodafone - Britain's largest telecom operator.

Verizon Communications - US-based Telecom Company formed after a series of

mergers.

Telefonica - Multinational company with stakes in Dpain, Latin America and Europe.
Owns the O2 brand.

Deutsche Telekom - German Telecom Company, also owns t-mobile.

America Movil - Mexican operator controlled by the world's richest man - Carlos Slim.

NTT DoCoMo - One of Japan's telecom operators.

France Telecom - One of France's telecom companies.

Nippon Telegraph & Telephone - Japan's second largest telecom operator

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A STUDY ON BRAND AWARENESS

Top Telecom Companies in World

RANK

NAME OF COMPANY

SUBSCRIBER
(In millions)

China Mobile

763.2

Airtel

484.7

Vodafone

China Unicom

276

Amrica Mvil

251.8

Telefnica

249.26

Axiata

239.7

Orange

231.5

VimpelCom Ltd.

209

10

China Telecom

183

11

MTN Group

12

Etisalat

167

13

TeliaSonera

160

14

Telenor

150

15

Saudi Telecom Company (STC)

139

16

Reliance Communications

135.88

17

T-Mobile

129.14

18

Verizon Wireless

115.78

19

Idea Cellular

113.9

20

AT&T Mobility

107.0

453.633

175.98

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A STUDY ON BRAND AWARENESS

Telecom Industry in India

India is divided into 23 circles and separate licenses have been issued for each circle

Division of circles mostly along the state boundaries

Circles were categorized as Metros, A, B and C based on the revenue potential of the circle
when 1st set of auctions were held in 1995

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A STUDY ON BRAND AWARENESS

1994
Start of
Cellular
operations

2004
Calling
Party Pays
(CPP)

2000-01
rd

th

3 /4
Operator
Licenses

1999
New
Telecom
Policy

2003
CDMA
networks
launched

2008
Fresh
Licenses
issued to 6
players

2005
Lifetime
Validity
Products
Issued

2010
3G, BWA
auctions

2009
Tariff wars
amongst
operators

n 1880, two telephone companies namely The Oriental Telephone Company Limited
and

The Anglo-Indian Telephone Company Limited approached the Government of India

with the objective of establishing Telephone Exchanges across the country. Initially, the
Government

denied the permission as it wanted to exercise its monopoly power over the

promising industry once it emerged. By the following year, it changed its decision and finally
on 28th January, 1882, license was granted to The Oriental Telephone Company Limited of
England for opening telephone exchanges at Kolkata, Mumbai, Chennai and Ahmedabad.

The opening of exchanges was followed by further innovations and improvements in

all sections of the telecom industry. However, while telephones were introduced in the major
towns and cities across the country during the British period, total number of telephones in
India in 1948 were merely 80,000.The growth was negligible even after independence and the
telephone was

used

as

status

symbol

by

the

rich

despite

being

an

extremely essential device of public utility. This sluggish rate of growth continued till 1991 when
the number of telephones was 5.07 million.

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A STUDY ON BRAND AWARENESS

The period post

1975 saw resurgence in the India Telecom Market by virtue of a

series of fruitful decisions initiated by the Government which included:

The separation of Department of Telecom (DOT) From Post and Telegraph (P&T) in

1975.
The formation of Mahanagar Telephone Nigam Limited (MTNL) out of (DOT) to
provide telecom services exclusively to Delhi and Mumbai.
In the 1990s, the telecom sector was opened up by the Government
investment

as

a part

for private

of Liberalization-Privatization Globalization Policy.

On 1/Oct/2000, the Government corporative its operations wing under the name of Bharat
Sanchar Nigam Limited (BSNL).
To

top

it

all,

the

introduction

of

mobile communication is undeniably

the biggest success story scripted by the telecom industry.

The Indian telecom industry is going through phenomenal growth. With 100 million
installed mobile subscribers, adding four million new subscribers every month, and the cheapest
mobile rates in the world at two cents per minute, it is not surprising that all the telecom vendors
are vying for a piece of this action. Major new trends unseen in previous markets have emerged
during the last five years.

Start-ups and established vendors involved in the telecoms eco- system need to take heed
and develop appropriate strategies in order to take advantage of this new high- growth
opportunity.

The telecommunications industry is at the forefront of the information age-delivering voice,

data, graphics and video at ever increasing speeds and in an increasing number of ways. Whereas
wire line telephone communication was once the primary service of the industry, wireless
communication services and cable and satellite program distribution make up an increasing
share of the industry. During the late 1990s, the telecommunications industry experienced

very

rapid growth and massive investment in transmission capacity. Eventually this caused

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A STUDY ON BRAND AWARENESS

supply

to significantly exceed demand, resulting in much lower prices for transmission

capacity. The excess capacity and additional competition led to either declining revenues
or slowing revenue growth, which has led to consolidation within the industry, as many
companies merged or left the industry.
The largest sector of the telecommunications industry continues to be made up of
wired

telecommunications

carriers. Establishments in this sector mainly provide telephone

service via wires and cables that connect customers premises to central offices maintained by
telecommunications companies. The central offices contain switching equipment that routes
content to its final destination or to another switching center that determines the most efficient
route for the content to take. While voice used to be the main type of data transmitted over the
wires, wired telecommunications service now includes the transmission of all types of
graphic, video, and electronic data mainly over the Internet. The telecommunications industry
offers steady, year-round employment.
The business environment for Indias telecommunications industry is excellent.

The

government policies have encouraged the growth, increased competition and high levels of foreign
direct investment (up to 74% foreign investment is now allowed). The Indian governments goal is
to provide an environment where service

companies,

handset

manufacturers

and

network

companies will invest in India and use India for research and development work (R&D).

The favorable business environment has attracted a number of foreign multinational firms
such as Hutchison, Vodafone, Nokia and Malaysia Telecom. In my opinion the real edge for India
will be the R&D facilities being setup there which can provide innovation for next
generation technologies - not only for India but for everywhere else as well.

Indian Telecom sector, like any other industrial sector in the country, has gone through
many phases of growth and diversification. Starting from telegraphic and telephonic systems
in the 19th century, the field of telephonic communication has now expanded to make use of
advanced technologies like GSM, CDMA, and WLL to the great 3G Technology in mobile
phones. Day by day, both the Public Players and the Private Players are putting

in

their

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A STUDY ON BRAND AWARENESS

resources

and

efforts

to

improve

the telecommunication technology so as to give the

maximum to their customers.

The telecom network in India is the fifth largest network in the world meeting up with
global standards. Presently, the Indian telecom industry is currently slated to an estimated
contribution of nearly 1% to Indias GDP.

Important Milestones

Pre-1902 Cable telegraph

1902 First wireless telegraph station established between Sagar Island and Sandhead.

1907 First Central Battery of telephones introduced in Kanpur.

19131914 First Automatic Exchange installed in Shimla.

1927 Radio-telegraph system between the UK and India, with Imperial Wireless Chain beam
stations at Khadki and Daund. Inaugurated by Lord Irwin on 23 July by exchanging greetings
with King George V.

1933 Radiotelephone system inaugurated between the UK and India.

1953 12 channel carrier system introduced.

1960 First subscriber trunk dialling route commissioned

between Lucknow and Kanpur.[citation needed]

1975 First PCM system commissioned between Mumbai City and Andheri telephone
exchanges.

1976 First digital microwave junction.

1979 First optical fibre system for local junction commissioned at Pune.

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A STUDY ON BRAND AWARENESS

1980 First satellite earth station for domestic communications established

at Sikandarabad, U.P..

1983 First analogue Stored program Control exchange for trunk Lines commissioned at
Mumbai.

1984 C-DOT established for indigenous development and production of digital exchanges.

1995 First mobile telephone service started on non-commercial basis on 15 August 1995
in Delhi.

1995 Internet Introduced in India starting with Mumbai, Delhi, Calcutta, Chennai and
Pune on 15 August 1995

The Indian telecom sector can be broadly classified into Fixed Line Telephony and mobile
telephony. The major players of the telecom sector are experiencing a fierce competition in both
the segments. The major players like BSNL, MTNL, VSNL in the fixed line and Reliance
Communication, Airtel, Hutch, Idea, Tata, in the mobile segment are coming up with new tariffs
and discount schemes to gain the competitive advantage.
At 110.01 million connections Indian Telecom Industry is the fifth largest and fastest
growing in the world. Over the last 3 years, two out of every three new telephone
connections were wireless. Consequently, wireless now accounts for 54.6% of the total telephone
subscriber base, as compared to only 40% in 2003. Wireless subscriber growth is expected to
grow at 2.5 million new subscribers every month in 2007. The wireless subscriber base
skyrocketed from 33.69 million in 2004 to 62.57 million in FY 2004 -2005.

The wireless technologies currently in use ' Indian Telecom

System

for

Industry

'

are

Global

Mobile Communications (GSM) and Code Division Multiple Access (CDMA).

There are primarily 9 GSM and 5 CDMA operators providing mobile services in 19
telecommunication circles and 4 metro cities, covering more than 2000 towns across the country.
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A STUDY ON BRAND AWARENESS

And the numbers are still growing for ' Indian Telecom Industry. Telecom Industry in India is
regulated by 'Telecom Regulatory Authority of India' (TRAI). It has earned good reputation
for transparency and competence. Three types of players exist in ' Telecom Industry India '
community.
State owned companies like - BSNL and MTNL.
Private Indian owned companies like

- Reliance Communication and Tata

Teleservices.
Foreign invested companies like - Hutchison-Essar, Bharti Tele-Ventures,
Cellular, BPL

The

Indian

Mobile,

Telecom

Idea

Spice Communications etc.

Industry

services

are

not

confined

to

basic

telephone but it also extends to internet, broadband (both wireless and fixed), cable TV etc.

Wireline telephone market in India

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A STUDY ON BRAND AWARENESS

Wireless telephone market in India

SCOPE OF TELECOM INDUSTRY

The telecom industry is growing at a great pace and the growth rate is expected to double
with every passing year. There are many new developments in the telecomm sector,
including the ingress of 3G technology that the Indian market is

witnessing at present. Public

and Private Players MTNL, BSNL, VSNL are the major Public Players, whereas Airtel, Idea,
Hutch, Tata, Reliance, BPL are the leading Private Players in the country. Some of them are
entering foreign markets as well.

OPPORTUNITIES IN INDIA
In the past 3 years has been surveyed by Indian Ministry of Communications and
Information Technology in New Delhi very recently. The telecom sector is one of the leading
contributors to India's flourishing economy. According to the report presented by taking into
account the statement of Indian

Ministry

of

Communications

and

Information

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A STUDY ON BRAND AWARENESS

Technology, the telecom opportunities in India has been growing by 20 to 40 % every
year since past 3 years.

The telecom services in India have been recognized as a

the socio-economic development in
industry

world-class

tool

for

India. India is known to rank fourth in the telecom

in Asia after China, Japan, and South Korea and the telecom network in India is

known to stand in the eighth position

across

the

globe

and

second

among

the

emerging economies. The world average percentage for the telecom industry as against the
Indian average is 7.5 times while the Asian average against the same was 4.5 times. The current
market range of the telecommunication industry in India has been estimated to USD 8 billion
and this is expected to undergo an accretion by the end of 2012.

The growth witnessed by the telecom market in India has

increased the number of

opportunities for the industry and this has been fueled by the growing mobile sector, which has
attained the consumer level of 10 million by the end of December 2002 that was almost 100
percent in the year. Telecommunication Sector Opportunities in India assures a transparent,
safe, and secured ambiance for the telecom market. Around 300 million population of highly
consumable middle-class status that is advantageous for the industry surrounds the telecom
sector in India. This is because, in some of the Indian that possess land line telephones can be
substituted by mobile phones that is very unlike the developed countries. Therefore, it
adds up to the growth in mobile sector in

Indian telecom industry.

Few more Telecommunication Sector Opportunities in India include

Internet

telephony

introduction

of

services, privatization of VSNL, and introduction of a number of

international long distance services sector. The opportunities in the Indian telecom sector is
increasing at a massive pace with the introduction of newer and innovative schemes in
various sectors and at present the telecom sector in India is claimed to be one of the major
contributors in India's flourishing economy.

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A STUDY ON BRAND AWARENESS

VAS Revenues are dominated by SMS and Ring-back Tones

Postpaid
SMS

20.0%
CLI

40.0%

4.0%
9.0%
16.0%

GPRS
Ringtones &
Ringback Tones

11.0%

Content Downloads

Prepaid
24.0%
36.0%
5.0%
30.0%

0.0%
5.0%

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A STUDY ON BRAND AWARENESS

Income Of Indian Telecom Industry

The Indian telecom sector continued its robust growth with the wireless market growing at
9.91 percent and churning revenues worth Rs.371 billion (Rs.37196 crores) for the second
quarter ending September, an official agency said. A total of 28.44 million subscribers were
added in this quarter, the Telecom Regulatory Authority of India (TRAI) said in a
statement. The adjusted gross revenue (AGR) for the quarter is placed at Rs.273 billion (Rs.27,
357 crore) as against Rs.26, 990 crore (Rs.269 billion) for the previous quarter, thereby
showing an increase of 1.36 percent.
The total subscriber base of the wire line and wireless services reached 353.66 million for
the quarter ending September as against 325.79 million for the

quarter ending June,

thus registering an increase of 8.55 percent during the quarter.

However, the average revenue per user

India segment, decreased

(ARPU)

for

GSM subscribers, all

7.53 percent from Rs.239 in June to Rs.221 in September. The

second quarter also witnessed a spurt in number of free-to-air (FTA) and pay channels being
carried by the cable networks for television. Currently, there are 161 FTA channels and 129 pay
channels as reported by 19 broadcasters/their distributors at the quarter ending September.
However, no new private FM radio station came into operation in the quarter under review,
TRAI said. Also, no direct-to-home (DTH) license was issued.

Though the telecom industry saw various ups and downs, the sector witnessed
international investor community betting on the Indian market. The Indian telecom sector can
be broadly classified into Fixed Line Telephony and mobile telephony. The major players of the
telecom sector are experiencing a fierce competition in both the segments. The major players like
BSNL, MTNL, VSNL in the fixed line and Airtel, Hutch, Idea, Tata, Reliance in the mobile
segment are coming up with new tariffs and discount schemes to gain the competitive advantage.
The Public Players and the Private Players share the fixed line and the mobile segments.
Currently the Public Players have more than 60% of the market share.

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A STUDY ON BRAND AWARENESS

Hyper growth in subscriber base punctuated in 2012
Mobile Subscriber Base ( Million)

1,000
900
800
700
600
500
400
300
200
100
-

20
02
CDMA GSM 10

CDMA
GSM
20
03
6
22

20
04
10
37

20
05
17
59

20
06
41
10

20
07
57
17

Private player

20
08
84
25

20
09
95
41

20
10
20
54

20
11
25
64

20
12
20
65

Public Player

38%
62%

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A STUDY ON BRAND AWARENESS

2. RESEACRH DESIGN

Title of the study

Brand awareness with respect to Reliance Mobile

Objectives of the study

To identify the consumer needs.

To know the brand image of Reliance Mobile.

To measure the brand image towards Reliance Mobile.

To know the consumer attitude and demand towards the brand Reliance Mobile

To find opinion about brand and service provided by Reliance Mobile

To find the effectiveness of advertisement in developing the brand Reliance Mobile

To know the consumers reaction towards brand Reliance Mobile in respect of price, offersschemes etc

Scope of the study

The study plays a very important role in market research. It also helps to understand

and identify the human action towards brand.

The information thus gathered by conducting a systematic market research would help to

finding out the brand awareness of the consumers.

This study was mainly focused towards people of Bangalore who belong to different age

group and reside in different localities, in order to find out their preference given to particular
brand.

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A STUDY ON BRAND AWARENESS

Need for the study

Today costumers are facing a growing range of choice in the different brands of products
and services. They are making their choice on the basis of their perceptions of brand, quality
service and value.
Companies need to understand the rapid growth of global market place. Where, the
companies should choose brand names with an eye to their global reach.
This study is not concerned only with brand awareness but deals also with other facts. It
includes a wide preview of

From where did they come to know about the product?

Did they feel that the brand is important to purchase?

If given, would they like to purchase same brand product again?

Did they feel that the branded product matches their expectations?

How the brands influence the market?

How relevant the brand towards trend?

Do brand suggestive to the products?

Are they satisfied with the brand, price, quality etc?

These questions will help in understanding better, what factor influence the people about
brand awareness?
The marketers have realized that they have to take technical decisions concerning the brand
to cater to the needs of the consumers to develop brand identify and brand position.
The company must understand how their consumers perceive brand, quality and how much
they expect.

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A STUDY ON BRAND AWARENESS

Therefore, it becomes very necessary to understand, analyze and evaluate the brand
awareness in a systematic manner and act accordingly for existence.

Methodology
Data is the information collected from various sources. It is concerned with gather accurate
and proper knowledge about the problem that is in hand. Formally there are 2 types of gathering
information namely primary data and secondary data.
Data collection mode: Two methods have been used to collect the relevant data, which are
essential for the study, they are:
Primary Data: data is collected to obtain desired information through structured questionnaire.
Secondary Data: it is compiled through books, magazines, newspapers and internet etc.
Sampling plan:A small selection of the large group which is taken for interviewing is called
sampling. A sample is taken representative and adequate which gives proper information.
In order to study brand awareness towards Reliance mobile connection the following sampling
plan was adopted.
Sample size: A sample size of hundred was taken in order to carry the study.
Sampling unit: For this survey the target population consisted of people residing in various
localities of Bangalore between the age group 20-50 who are the users of mobile Instrument of
data collection is questionnaire.
Sampling technique: A simple random technique was adopted to select the representative sample
from the sampling unit.
Tools for data collection Data for this study is collected from both primary and secondary data.
The primary data is collected through a structured questionnaire which was prepared to interview
the respondents.

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A STUDY ON BRAND AWARENESS

The secondary data was collected through discussion with officials of the company to get
general information; data was also collected from newspapers, books, magazines, company records
and internet etc.
a product or service that bear its ability to satisfy or implied needs.

Plan of analysis
The data is collected from both primary and secondary sources and also been tabulated in
the form of tables and drawn in to graphs depicting the various finding significantly. The data
collected through questionnaire are analyzed in detail and divided in to various categories of
preferences and conclusion are drawn on the possible changes are causes for brand preference and
market share is given based on the research study.

Statement of the problem

In the emerging knowledge based economy it has become necessary to know how much
market power lies with the brand name. The study of brand awareness is essential in marketing
planning. Customer needs and preferences keep changing where brands ultimately command
customers loyalty.
The realistic side of the problem is to know the acceptance level of the brand awareness
towards the product. This study will help us to understand the brand awareness and what problems
are being faced by the consumers, to which appropriate measures to be taken to solve the
problems.
This project has mainly been taken up to understand the brand awareness, buying motives
to ensure the Brand awareness towards Reliance Mobile connection apart from this, it is to
understand the new opportunities in the market for the improvement of brand awareness and sales
towards the products

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A STUDY ON BRAND AWARENESS

Limitations Of The Study

The study is restricted to some areas of Bangalore city.

The findings of the study are based on the assumption that the respondents
divulged correct information.

The study is relevant only to present situation and not to future.

Bias and unwillingness of certain respondents to answering some questions

may hinder the study.

The study is time bound, due to rapid changes in the market, expectation
level of consumers, introduction of new products.

The study may not be applicable over a period of time

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A STUDY ON BRAND AWARENESS

3. COMPANY PROFILE
Reliance Group

Think big. Think different. Think ahead.

Reliance - Anil Dhirubhai Ambani Group, an offshoot of the Reliance Group founded by
Shri Dhirubhai H Ambani (1932-2002), 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).

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A STUDY ON BRAND AWARENESS

Reliance - ADA Groups flagship company, Reliance Communications, is India's largest

private sector information and Communications Company, with over 100 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 infocomm value chain.
Other major group companies Reliance Capital and Reliance Infrastructure are widely
acknowledged as the market leaders in their respective areas of operation.

Founder: SH. DHIRUBHAI AMBANI

Few men in history have made as dramatic a
contribution to their countrys economic fortunes as did the
founder of Reliance, Sh. Dhirubhai H Ambani. Fewer
still have left behind a legacy that is more enduring and
timeless.
As with all great pioneers, there is more than one
unique

way

Dhirubhai:

the

of

describing
corporate

the

visionary,

true
the

genius

of

unmatched

strategist, the proud patriot, the leader of men, the architect of

Indias capital markets, the champion of shareholder interest. But the role Dhirubhai cherished most
was perhaps that of Indias greatest wealth creator. In one lifetime, he built, starting from the
proverbial scratch, Indias largest private sector enterprise.
When Dhirubhai embarked on his first business venture, he had a seed capital of barely US$
300 (around Rs 14,000). Over the next three and a half decades, he converted this fledgling
enterprise into a Rs 60,000 crore colossusan achievement which earned Reliance a place on the
global Fortune 500 list, the first ever Indian private company to do so.
Dhirubhai is widely regarded as the father of Indias capital markets. In 1977, when Reliance

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A STUDY ON BRAND AWARENESS

Textile Industries Limited first went public, the Indian stock market was a place patronised by a
small club of elite investors which dabbled in a handful of stocks.
Undaunted, Dhirubhai managed to convince a large number of first-time retail investors
to participate in the unfolding Reliance story and put their hard-earned money in the Reliance
Textile IPO, promising them, in exchange for their trust, substantial return on their
investments. It was to be the start of one of great stories of mutual respect and reciprocal gain in the
Indian markets.
Under Dhirubhais extraordinary vision and leadership, Reliance scripted one of the greatest
growth stories in corporate history anywhere in the world, and went on to become Indias largest
private sector enterprise.

Throughout this amazing journey, Dhirubhai always kept the interests of the ordinary
shareholder uppermost in mind, in the process making millionaires out of many of the initial
investors in the Reliance stock, and creating one of the worlds largest shareholder families.
Dhirubhai preached and personally practised one mantra throughout his life: Dream
with conviction. He built the Reliance empire from scratch and, in a short span of 25 years, it
catapulted to become one of the top Fortune 500 corporations of the world an achievement
unparalleled in history.
He was deeply rooted in traditional Indian values, and at the same time, Dhirubhai possessed
a very modern outlook - truly that of a 21st century person. His corporate philosophy was short,
simple and incredibly effective: Think big. Think different. Think fast. Think ahead. Aim for the
best. This was clearly reflected in his passion for mega-sized projects, as well as his fascination for
cutting-edge technology and desire to always achieve the highest possible productivity. At Reliance,
Dhirubhai was a pillar of inspiration for one and all. By practicing what he preached, he inspired and
encouraged everyone to surpass the best in the world.

Dhirubhai fully realised that true empowerment of the people is possible only through

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A STUDY ON BRAND AWARENESS

education. Being an effective communicator, he continued to inspire, guide, educate and
motivate everyone through his communications. He was a firm believer in the power of
information and communication, and how it can be utilised and turned to the advantage of one and
all, by making time and distance irrelevant.
He would always say that if a telephone call could be made cheaper than a postcard, it would
transform every home, empower every Indian, remove every obstacle to opportunity and
growth, and tear apart every barrier that divides Indian society. He was convinced that infocom
could energise enterprises, drive governance, and render learning an interesting experience,
apart from making life exciting.
Keeping his conviction as our credo, Reliance Communications is committed to transform
Dhirubhais dream into a reality.

A dream come true:

The late Dhirubhai Ambani dreamt of a digital India an India
where the common man would have access to affordable
means of information and communication. Dhirubhai, who
single-handedly built Indias largest private sector company
virtually from scratch, had stated as early as 1999: Make the
tools of information and communication available to people at
an affordable cost. They will overcome the handicaps of
illiteracy and lack of mobility.
It was with this belief in mind that Reliance Communications (formerly Reliance
Infocomm) started laying 60,000 route kilometres of a pan-India fiber optic backbone. This
backbone was commissioned on 28 December 2002, the auspicious occasion of Dhirubhais 70th
birthday, though sadly after his unexpected demise on 6 July 2002.
Reliance Communications has a reliable, high-capacity, integrated(bothwireless and wireline)
and convergent (voice, data and video) digital network. It is capable of delivering a range of services
spanning the entire infocomm

(information and communication) value chain,

including

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A STUDY ON BRAND AWARENESS

infrastructure and services for enterprises as well as individuals, applications, and
consulting.
Today, Reliance Communications is revolutionizing the way India communicates and
networks, truly bringing about a new way of life.
Vision
We will leverage our strengths to execute complex global-scale projects to facilitate
leadingedge information and communication services affordable to all individual consumers and
businesses in India.
We will offer unparalleled value to create customer delight and enhance business
productivity.
We will also generate value for our capabilities beyond Indian borders and enable millions of
India's knowledge workers to deliver their services globally.

Chairmans Profile
Anil D. Ambani
Regarded as one of the foremost corporate
leaders of contemporary India, Shri Anil D
Ambani, 50,

is

the chairman of all listed

companies of the Reliance ADA Group,

namely, Reliance Communications, Reliance
Capital, Reliance Energy and Reliance Natural
Resources limited.
He is also Chairman of the Board of
Governors of Dhirubhai Ambani Institute of
Information and Communication Technology,
Gandhi Nagar, Gujarat. Till recently, he also
held the post of Vice Chairman and Managing
Director of Reliance Industries Limited (RIL), Indias largest private sector enterprise. Anil D
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A STUDY ON BRAND AWARENESS

Ambani joined Reliance in 1983 as Co-Chief Executive Officer, and has been centrally
involved in every aspect of the company's management.

He is credited with having pioneered a number of path-breaking financial innovations in the

Indian capital markets. He spearheaded the countrys first forays into the overseas capital markets
with international public offerings of global depositary receipts, convertibles and bonds. Starting
in 1991, he directed Reliance Industries in its efforts to raise over US$ 2 billion. He also steered
the 100-year Yankee bond issue for the company in January 1997.

He is a member of:

Wharton Board of Overseers, The Wharton School, USA

Central Advisory Committee, Central Electricity Regulatory Commission Board of Governors,

Indian Institute of Management, Ahmedabad

Board of Governors Indian Institute of Technology, Kanpur

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

Awards and Achievements:

Conferred the CEO of the Year 2004 in the Platts Global Energy Awards

Rated as one of Indias Most Admired CEOs for the sixth consecutive year in the
Business Barons - TNS Mode opinion poll, 2004

Conferred

The Entrepreneur of the Decade Award by the Bombay

Management Association, October 2002

Awarded the First Wharton Indian Alumni Award by the Wharton India Economic Forum
(WIEF) in recognition of his contribution to the establishment of Reliance as a global
leader in many of its business areas, December 2001

Selected by Asiaweek magazine for its list of Leaders of the Millennium in Business and
Finance and was introduced as the only new hero in Business and Finance from India,

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A STUDY ON BRAND AWARENESS

Why RCom?
Network infrastructure
PAN India convergence ready broadband network
Largest scalable and restorable global NGN footprint
Largest MPLS enabled CORE data network
Integrated BSS-OSS to support complex suite of services
Largest MEN network - with services certified by MEF forum
Only provider of end-to-end connectivity on fiber
Largest data centre service provider in India - 48% of total market share
Only data centre to have all the three ISO 9001:2005, ISO 20000-1, and ISO 27001
certification
Ability to offer end to end solutions in voice and data services to enterprise customers,
helping them to outsource all their telecom services and infrastructure needs.

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A STUDY ON BRAND AWARENESS

Reliance uses C.D.M.A. ( Code Division Multiple Access ) technology for its wireless
communication service which is used for Mobile as well as Fixed line services. C.D.M.A. is
known for better voice quality and higher data throughput across the air interface at low operating
cost .

Reliance Mobile

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A STUDY ON BRAND AWARENESS

Postpaid
Features Of Postpaid
a)1 India- Now call any phone, anywhere in India for just ONE RUPEE per min.
b) My Plans- Presenting a range of Postpaid plans designed to fit every lifestyle

.So go ahead

get on to Local gossip , chat for hours on STD , get close to your group or jest get lost in new
horizon.
c) Joy Plans- Reliance Mobile postpaid is a joy to use. Our postpaid plans help you save on costs.
Take your pick from a wide choice of plans with economical tariff rates, according to your use and
budget.
d) On-net Talk time Pack- Get 1,000 minutes of FREE talk time. Thats right.

Now, you can

enjoy the first 1,000 minutes of calling to all Reliance mobiles and fixed wireless phones and
terminals (FWP/T) in your circle, absolutely free!
e) Get Started Kit- Do not be tied down by a particular handset or phone number. Now set yourself
free with the new Get started kit from Reliance Mobile.
f) Bill Payments- Introducing convenient bill payments. Now pay your bills directly from your
credit card or bank account, and save precious time.
g) Inmarsat- Save up to 70 per cent on calls to satellite phones. Reliance exclusively offers its
subscribers significant savings up to 70 per cent depending on the type of terminal and the
location for voice calls made to any Inmarsat number.

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A STUDY ON BRAND AWARENESS

Prepaid

Features Of Prepaid
a) Prepaid Tariffs- Choose the tariff plan that suits you needs.
b) E-Recharge- Now you can recharge your prepaid with any amount, from Rs.10 to Rs.10,000.
So don't let your budget stop you. Choose a recharge value that suits you and stay mobile.
c) 1INDIA- Introducing 1 INDIA recharge options of 1 day, 1 week and 1 month validity.
d) Get Started Kit- Gone are the days when you were bound by a particular handset and a
certain phone number. You can now set yourself free with the new Get Started Kit from Reliance
Mobile.
e) Chat & Play - Now you can recharge your prepaid with any amount, from Rs.10 to
Rs.10,000. So don't let your budget stop you. Choose a recharge value that suits you and stay
mobile.
Reliance HELLO
Reliance landline:

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A STUDY ON BRAND AWARENESS

Features
A complimentary bouquet of features
a) Next-Gen caller ID: Reliance Landline displays the name and/or number of a waiting caller
while you are in the middle of a conversation. It allows you the flexibility to choose between two
calls or switch from one caller to another.
b) Mobile phone features: Now enjoy all the interactive benefits of a mobile phone. Store and
recall numbers from the phone book, check the history of missed / dialed / received calls. Whats
more, you can also use the history menu to make fresh calls.
c) Delayed hotline: You can program your Reliance Landline to automatically call a predefined
number by lifting the receiver and holding it for seven seconds.
d) Navigation keys: Using the navigation keys on Reliance Landline you can activate phone
features like delayed hotline, line locking, etc now you need not remember complicated feature
codes and cumbersome procedures. You can also set your preferred ring tone, ringer volume and
LCD contrast.
e) Remote phone management: You can lock or unlock the STD/ ISD facility or hotline settings on
your Reliance Landline, remotely from anywhere, from any tone / DTMF phone.
Plus, you get host of other interesting features like speaker phone, 3-way conferencing, quick
dialing, and many more.

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A STUDY ON BRAND AWARENESS

Fixed Wireless Phone

Benefits:
a) 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/office.

b) Wireless Internet (Reliance Net connect)

The FWP has an in-built modem for high speed internet connectivity. Surfat speeds up to
115 kbps. Whats more, you do not need a separate ISP connection for operating the set.
c) Mobile Phone's Features
Enjoy all the features of a mobile phone: SMS, In-built caller line identification, voice
mail, 99-number phone book, speaker phone, a choice of many ringtones, etc.
d) City Mobility
You can use your FWP anywhere within your city and still receive and make calls, at no
extra cost.

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A STUDY ON BRAND AWARENESS

Fixed Wireless Terminal(Fwt)

Fixed terminal, limitless benefits

BENEFIT
e) Great Savings
Unbelievably low call rates. Substantial savings on ISD calls.

f) Zero Effective Rentals

Value of free calls almost equivalent to monthly plan charges.
g) Parallel Connection Facility
Two voice ports to connect two telephone instruments to be used as parallel connections.
h) No Wires Attached
Wireless connectivity-immune to cable cuts, rains etc. Carry it along when you shift your
home/office.
i) Wireless Internet (Reliance Net connect)

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A STUDY ON BRAND AWARENESS

In-built modem for high speed Internet connectivity at speeds of upto 115 kbps. No separate
ISP connection required.
j) State-of-the-art features
Three-way Call Conferencing, Speed Dialing, Hotline, Call Restrict/Call Lock, Call Wait/Call
Hold, Call Divert, Alarm and Caller Line Identification enabled.
Reliance broadband.

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A STUDY ON BRAND AWARENESS

Customer experience and account management

Customer

experience

management -

Is

covered

under

3 extensively

organized

programmers: Program Management (for Customer Life Cycle Management), Tech Check (for
complete health check of customer's network) and CNMS ( a tool which gives Network view tool
for SLA based customers).
Tech Check

- Periodic sharing of customer specific/ circuit specific

service uptimes,

number of faults, action plan for repeat faults, advise on

improving customers network infrastructure.

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A STUDY ON BRAND AWARENESS

Managed Solutions - To enable you to focus on your core area, the service covers Monitoring
& Alarm Management, Service Management, Fault Management, Configuration Management,
Change Management, Performance Management and Network Engineering Service (Network
Planning & Design, Network Optimisation, Network Migration Service & Network Implementation
& Integration Service).

Innovative solutions
Reliance has been always on the forefront of cutting edge technology and has been a pioneer in
bringing products and services to its customers. Some of the unique firsts that came from us to
India:

Speed Select - First time in India, an Internet consumer can select his bandwidth while

surfing.

OneOffice Duo

Indias

first

fixed

mobile

convergence

solution,

offering

nationwide VPN across Reliance Landline, Fixed Wireless and Reliance Mobile services.
Tech Check - Another first from Reliance, part of Reliances three pronged Customer Experience
Management. It is done to check the complete health of the customers network.

Aggregated Internet - Optimal utilisation of bandwidth across multiple locations in a city is done

by aggregating the bandwidth at one central location.

Remote wireless based access to corporate VPN - Using a 3G1XCDMA wireless data solution,

remote site users can access a secure VPN access without any exposure to Internet
Smart PRI - Introduced for the first time in India by Reliance, to provide better visibility
and control to customer. It not only provides extension wise bill for each DID number but also
eliminates the need for additional investment in PBX billing software and PC.
Another first in India, use of Ethernet-based circuits eliminating the need for routers

Company Roadmap
Full range of managed service offerings
Businesses are becoming increasingly competitive and demands complete focus.
Reliance Managed Services portfolio enables the organizations to get optimal performance from
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A STUDY ON BRAND AWARENESS

the resources, yet focusing on their core activities. Reliance Communications has a wide
portfolio of managed services like Managed WAN service, managed firewall, Managed
Security, managed voice.

It is the endeavors of RCOM to extend this all the products and

services across voice, video, data and collaborative services to achieve managed
communications for customer.

Convergence solutions for the need of tomorrow

Today, Enterprises are using multiple disjointed tools for business, these include email, desk
phones, email, mobile phones etc.. . With the advent of IP communications and its increasing
adoption, it is possible to have a common synergized platform for delivery of all these
services. This will not only result in simplified operations and service from service provider side,
but will lead to next generation of Enterprise tools, enhancing the productivity multiple times.

Launching of new data center to other major cities

Reliance data centers are specialized IT infrastructure facilities that house missioncritical applications and business data of enterprises which need extraordinary security,
availability, reliability, scalability and manageability. Currently we are operating with four world
class Level-3+ data centers at Mumbai and Bangalore, aggregating to over 200,000 sq. ft. of
facility space. More facilities are being built in other prominent cities namely Delhi, Chennai,
Hyderabad and Kolkata, that would result in aggregate facility space of over 500,000 sq. ft.

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A STUDY ON BRAND AWARENESS

Strength

Weakness

Big brand name

Services

The new technology launcher

Customer care section

Not very good tariff plans for

(CDMA)
First in FWPs

STD users

Strong market

Battery life of hand sets

Good network in INDIA

Opportunity

Threats

Growing data card market

1.New entrant's low price offering

Growing market of CDMA

2. Saturation point in Basic telephony

phones

service
3.Mobile Number Portability

Milestones
2009
RCOM launches pan India roll out of GSM

Reliance Mobile and Microsoft to launch fourth edition of National Digital Elocution Contest

(NDEC) in India

RCOM ties up with Swanbaytech , UK to bring ad-funded videos on Reliance Mobile Phones

Reliance Mobile launches GSM service in Delhi

RCOM announces a record of five million news subscribers in January 2009

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A STUDY ON BRAND AWARENESS

ICRA assigns LAAA rating to RCOMs NCD Program and enhanced Bank Lines; existing

rating reaffirmed.
RCOM ties up with FLYTXT, implements new mobile marketing platform

Reliance Communications launches Netconnect Broadband Plus- Indias fastest wireless

internet service

Reliance Communications announces adding a record of 3.3 million wireless

Customers in February 2009
Reliance Communications clocks 11.3 million subscribers in January- March 2009
Reliance Mobile to go LIVE with all ICC World Cup T 20 matches on R World VAS Deck
RCOM shareholders approve scheme of arrangement of demerge of fiber optic division
Reliance BIG TV expands channel bouquet with ten new channels
Reliance BIG TV can get live in-stadia experience on interactive cricket
RCOM Infrastructure & KRIBHCO forge rural marketing joint venture
Reliance Mobile offers BlackBerry service for Rs. 299 per month
Reliance Mobile in alliance with Aaj Tak to offer video news alerts.
Alcatel Lucent, Reliance Communications Managed Network Services Joint Venture completes
One year
Reliance BIG TV launches iStock Indias first portfolio tracking service on a DTH platform
Etisalat DB Telecom & Reliance Communications Announce A Long-Term Strategic Telecom
Infrastructure Sharing Agreement
Reliance Mobile in pact with US-based Gameloft for Paris Hiltons exclusive game
Good Response to Five PG Certificate Programs Offered By Reliance World & XLRI
Jamshedpur
Reliance Communications Signs Strategic Tie-up With Kodiak Networks For Nationwide
Roll-out Of Mobile Conferencing Service
Reliance Mobile introduces Antakshari service on GSM & CDMA networks
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A STUDY ON BRAND AWARENESS

Reliance Mobile plans unique contest based on ICC Champions Trophy
RCOM targets rural customers with new services & sachet pricing for mobile Internet access
Department of Telecommunications allots 8055 series to Reliance Communications for
Maharashtra & Goa
Reliance Mobile launches BIGMaps on GSM Network
Reliance Mobile introduces job-search service for blue-collar employment seekers
Reliance Communications redefines Telecom Industry benchmarks
Reliance

Webstore

signs

strategic

distribution

agreement

with

Coolpad

Communications
Reliance Mobile offers personalized Call Manager service on GSM network
Reliance Communications expands its Simply Reliance Initiative

2008
Reliance Communications receives start-up GSM Spectrum.
Yahoo partners with Reliance Communications to provide Yahoo One Search for its CDMA and
GSM customers.
RCOM's Q 3 net profit increases by 48.5% and revenues up by 29.8 %. Remains the most
profitable telecom company in India.
Reliance

Communications

offers

Lifetime

Validity

at

Rs

199.

RCOMs subsidiary Infratel files Draft Red Herring Prospectus with SEBI.
Reliance Mobile strengthens its religious content portfolio on mobile by tie-up with Sadhana TV.
RCOM in partnership with CanvasM, launches Mulitplayer Mobile Games.
HDFC Bank ties up with RCOM, turns every Reliance Mobile into a credit card.
Reliance Communications consolidates Global Telecom Business under Business Globalcom.

Reliance Communications forays into International Mobile Market with GSM licence in
Uganda.

Reliance Communications drops prices of Internet data cards.

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A STUDY ON BRAND AWARENESS

Reliance Communications announces ESOPs for over 20,000 employees.
Reliance Communications and HTC forge strategic alliance.
Corporation Bank launches banking services on Reliance Mobile World.
Reliance Communications forays into IT space, launches Reliance Technology Services
Company.
RCOM launches educational portal on Reliance Mobile phones.
Reliance Globalcom unit Reliance Infocom BV, Netherlands acquires Global
WiMAX Operator eWave World.
Reliance Communications announces unlimited free STD calls.
Reliance

Globalcom

launches

Passport

Global SIM.

RCOM's net profit up by 70.8% to Rs 5,401 crore.

Reliance Communications net profit up by 70.8% to Rs 5,401 crore (US$ 1,350 million),
revenues higher by 31.8% to Rs.19, 068 crore (US$ 4,765 million) and EBIDTA increases by
43.3% to Rs.8, 199 crore (US$ 2049 million).
Reliance Communications and Alcatel form joint venture to offer Managed Network Services to
telcos across the globe.
Reliance Globalcom acquires UK based VANCO Group Limited.
Reliance Globalcom, Stealth Communications forge strategic alliance to extend VOIP Network
across 50 countries.
CA exam results on Reliance Mobile.
Reliance Communications Mobile subscriber base crosses 50 Million.
CA professional exam results on Reliance Mobile.
Reliance Communications (RCOM) announces its financial results for the first quarter ended June
30, 2008. Net profit up by 23.9% to Rs. 1,512 crore (US$ 352 million).
Reliance Communications Launches BIG TV DTH Service.
Reliance
Reliance
BBC

Mobile World Brings Janmaashtami Celebrations.

Mobile

News

Launches

Enter

Prepaid
Strategic

Blackberry

Services

Agreement

For

in

India. RCOM &

Mobile

Content

Reliance Mobile Brings Navratri & Durga Pooja Celebrations

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A STUDY ON BRAND AWARENESS

2007
Reliance Communications adds a record 1.4 million subscribers in December 06.
Reliance Communication launches unique "Simply 2030" plan on Reliance Hello.
Reliance Communications promotes Roger Waters music concert.
RCOM shareholders approve tower business demerger with a 99.99% overwhelming majority.
Overwhelming response to Reliance Worlds national digital elocution competition.
Reliance joins Lenovo and Intel for Internet on the Move.
Reliance Communications market capitalisation tops Rs 1 lakh crore ( 1 trillion
rupees or 24.39 billion US dollars) on Bombay Stock Exchange.
Reliance Communications offers best value on roaming.
Search jobs & classified ads from Reliance Mobile World - Reliance Communications ties up
with Naukri.com.
Reliance Communications ushers in Virtual Global Conference Network.
DHIRUBHAI AMBANI - THE MAN I KNEW By KOKILABEN
Book on Founder Chairman launched.
Reliance Communications launches Roam Jamaica on Reliance Mobile.
Reliance Mobile launches ' Suno Zee.
Demerger of Passive Infrastructure division Reliance Communications & Reliance Telecom
approved by the Bombay High Court.
Reliance World offers programme to help students Crack Admissions in Colleges Abroad.
Govts Rural Telephone Scheme (RDEL)through Reliance Communications
successfully closes by March 31,2007.
Booking train ticket from Reliance Mobile Phones becomes more easy now with ITZ Cash
Cards.
Reliance Communications unleashes the power of mobile advertising.
Reliance Communications acquires 1.2 million subscribers in March 2007.
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A STUDY ON BRAND AWARENESS

Sunny

days

and

nights for Reliance Mobile subscribers as Reliance Communications ties

up with SUN TV to offer video streaming of all SUN TV programs online 24x7.
Reliance World launches summer e-camp for school kids.
RCOM first listed Indian telecom company to reward shareholders.
A Classic Bonanza - Reliance Communications unveils handsets @ Rs 777.
RCOM bags West Bengal e-governance project.
Reliance sets a new record, one million classic handsets sold in just one
Reliance Communications slashes rate to US and Canada. It's now just Rs 1.99 per
minute.
Reliance Communications launches Classic Colour Bonanza - Colour handsets @ Rs 1234.
RCOM kick starts world's fastest and largest rural infrastructure rollout on World
Telecom Day.
Reliance Communications Launches Lifetime Validity Recharge @ Just Rs.499.
RCOM slashes roaming rates by as much as 70 percent.
Reliance Communications launches unlimited calling.
RCOM hosts seminar on Emerging Trends in Mobile Applications Development.
Reliance Communications adds 1.4 million new mobile subscribers in May2007.
Reliance Classic' Makes Music - FM Radio Phones Launched at just Rs.1888.
Reliance World, BIMTECH & Philadelphia University unveil executive program in retail
management (EPRM).
Reliance Communications ties up with Cisco to launch Business Internet Services for SMEs in
Pune.
Bengali movie Anuranan on Reliance Mobile World.
RCOM and QUALCOMM Collaborate on CDMA2000 Expansion.
Reliance Communications awards Alcatel-Lucent a Next-Gen network expansion contract.
Reliance Communications awards Huawei all IP Next-Gen network expansion contract.

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A STUDY ON BRAND AWARENESS

2006
Reliance Infocomm launches "One Nation, One Tariff" to enable Reliance
IndiaMobile prepaid users to call anywhere in India at Re one per minute.
Reliance Demerger adds record Rs.55, 000 Crore to shareholder wealth.
TIMES NOW launched on Reliance Mobile Phones, making it the worlds first TV channel to
be launched on a mobile phone.
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.

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.
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.
Reliance Infocomm becomes Indias first telecom operator to launch seamless inter-standard
international roaming service -1World.1Number, with single number on international CDMA and
GSM networks.
Reliance Communications launches Indias 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.

Reliance Communications ties up with Disney to offer on Reliance Mobile World

India's first 3D animation on mobile.
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.
Reliance Communications slashes ILD rates by up to 66%.

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A STUDY ON BRAND AWARENESS

T-Com signs contract with FLAG Telecom for Europe-US bandwidth.
Union Communications & IT Minister Thiru Dayanidhi Maran inaugurates Reliance
Communications FALCON Cable System.
Reliance Communications launches Free Group Term Life Cover for its CDMA
subscribers.
Reliance Communications FLAG Telecom announces FLAG Next Gen to cover 60 countries.

2005
Reliance introduces first e-recharge facility in CDMA in India.
Reliance IndiaMobile announces mega rural plan to cover 4 lakh villages and 65 crore Indians by
December 2005.
Anil Ambani appointed Chairman of Reliance Infocomm.
Air Deccan and Reliance WebWorld join hands to offer air ticket booking facility at Reliance
WebWorld .
XLRI's Post-Graduate Certificate programme in Logistics Supply Chain Management
(PGCLSCM) launched on Reliance WebWorld's virtual classroom platform.first of its kind elearning programme in India.
Reliance Infocomm rolls out international roaming facility across several countries to become
the

first

Indian

CDMA

operator

to

offer

its

customers

such

service.

Reliance Infocomm tied-up with the Bombay Stock Exchange to make available live stock
quotes on its mobile phones.
Reliance Communications, UK launched Reliance IndiaCall service in England and Wales
enabling callers to make high-quality calls to India from any landline or mobile phone at economical
rates.
Apollo Hospital and Reliance Infocomm join hands to provide top class healthcare service to
millions of Indians in over a hundred Indian cities.
Reliance WebWorld wins Frost & Sullivan Market Leadership Award for Video
Conferencing services.

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A STUDY ON BRAND AWARENESS

Reliance Infocomm hosts the 4th global CDMA Operators Summit.
Reliance Infocomm joins hands with Indian Airlines to offer India's first mobile booking of
domestic airline ticket.
Reliance Infocomm introduces MOREbile, redefines customer rewarding with 33 % more talk
time on prepaid recharges of Rs 315 denomination and above and much
more.
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.

List Of Competitors:
1.

Aircel, Airtel

2. BSNL
3. Idea
4. Loop Mobile
5. MTNL
6. MTS
7. Tata DoCoMo
8. Tata Indicom
9. Vodafone.
10. Uninor
11. Videocon
12. Virgin Mobile (GSM & CDMA)

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A STUDY ON BRAND AWARENESS

Reliance Tech
Services

Reliance
Telecommuni
cation
Limited (RTL)

Reliance
Communic
ation

Reliance
Internet
Data Center
(RIDC)

Reliance
Globalcom

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A STUDY ON BRAND AWARENESS

4. DATA ANALYSIS AND INTERPRETATION

Table -1
Classification of respondents of the basis of usage of other network.
Total respondents: 100
Sl. No.

Mobile Network

No. of Respondents

Percentage

a.

Reliance

38

38%

b.

Airtel

21

21%

c.

Aircel

12

12%

d.

Tata Docomo

13

13%

e.

Vodafone

10

10%

f.

Idea

02

02%

g.

Others

04

04%

100

100%

TOTAL
Analysis

The above table shows that 38 % of the respondents are using of the brand
Reliance, 21% of the respondents are using brand Airtel, 12% of the respondents are using
brand Aircel, 13% of the respondents are using brand Tata docomo, 10% of the
respondents are using brand Vodafone, 02% of the respondents are using brand Idea and
04% of the respondents are using other various networks.

Majority of the respondents are using Reliance.

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A STUDY ON BRAND AWARENESS

Graph -1
Graph showing usage of various mobile networks.

Mobile Network
2%
4%
10%

38%

Reliance
Airtel

13%

Aircel
Tata Docomo
Vodafone
Idea

12%

Others
21%

Interpretation:
The above graph interprets that majority of respondents use Reliance Mobile
followed by Airtel, Aircel, Tata Docomo, Vodafone and other networks has least
number of users followed by Idea.

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A STUDY ON BRAND AWARENESS

Table -2
Classification of respondents of the basis duration of usage of present network.
Total respondents: 100
Sl. No.

Duration of usage

No. of Respondents

Percentage

a.

0-6 months

08

08%

b.

6-12 months

22

22%

c.

1-3 Years

31

31%

d.

Above 3 years

39

39%

100

100%

TOTAL

Analysis
The above table shows that 8 % of the respondents are using of the present
network for a period of 0-06 months, 22% of the respondents are the present
network for a period of 06-12 months, 31% of the respondents are using brand the
present network for a period of 1-3 years and 39% of the respondents are using the
present network for a period of more than 3 years.

Majority of the respondents are using the present network for a period of above three
years

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A STUDY ON BRAND AWARENESS

Graph-2
Graph showing the duration of usage of present network.

Duration of usage
8%

39%

22%

0-6 months
6-12 months
1-3 Years
Above 3 years

31%

Interpretation:
The above graph interprets that majority of respondents use their present
network for more than 3 years followed by respondents using their network for 1-3
years. Least number of respondents use their network for a period of 0-6 months
followed by usage of 6-12 months.

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A STUDY ON BRAND AWARENESS

Table -3
Classification of respondents of the basis duration of Type of subscription.
Total respondents: 100
Sl. No.

Type of subscription

No. of Respondents

Percentage

a.

Pre-Paid

82

82%

b.

Post-Paid

18

18%

100

100%

TOTAL

Analysis
The above table shows that 82 % of the respondents are using Pre-paid
Subscription and 18% of the respondents are using other post-paid subscription.

Majority of the respondents are using Prepaid subscriptions

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A STUDY ON BRAND AWARENESS

Graph-3
Graph showing Type of subscription.

Type of subscription

18%

Pre-Paid
Post-Paid

82%

Interpretation:
The above graph interprets that majority of respondents use Pre-paid
subscription for their mobile compared to Post-paid subscriptions.

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A STUDY ON BRAND AWARENESS

Table -4
Classification of respondents of the basis of reasons for association with present
service provider.
Total respondents: 100
Sl. No.

Reasons For Association

No. of Respondents

Percentage

a.

Brand Image

33

33%

b.

Services

32

32%

c.

Call charges

17

17%

d.

Availability

11

11%

e.

Others

07

7%

100

100%

TOTAL

Analysis
The above table shows that 33% of the respondents associate with present
brand for brand image, 32% of the respondents associate with present brand for
services, 17% of the respondents associate with present brand for call charges, 11%
of the respondents associate with present brand for Availability, 07% of the
respondents associate with present brand for other reasons.

Majority of the respondents associate with present brand for brand image followed
by services.

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Graph-4
Graph showing the reasons for association with present service provider.

Reasons For Association

7%
11%
33%

Brand Image
Services
Call charges

17%

Availability
Others

32%

Interpretation:
The above graph interprets that majority of respondents were associated with
the present brand because of Brand image and Services followed by respondents
who are associated because of call charges, Availability and least number of
respondents are associated because of other reasons.

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Table -5
Classification of respondents of the basis of factors which create awareness to
purchase present service provider.
Total respondents: 100
Sl. No.

Awareness Factors

No. of Respondents

Percentage

a.

T V Ads

42

42%

b.

Print Media

24

24%

c.

Radio (FM)

07

07%

d.

Hoardings

13

13%

e.

Others

14

14%

100

100%

TOTAL

Analysis
The above table shows that 42 % of the respondents gained awareness of
present brand via TV Ads, 24% of the respondents gained awareness of present
brand via Print media, 07% of the respondents gained awareness of present brand
via FM Radio, 13% of the respondents gained awareness of present brand via
Hoardings, 10% of the respondents gained awareness of present brand via other
sources

Majority of the respondents gained awareness of present brand through Television

Advertisements

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Graph-5
Graph showing the factors which create awareness to purchase present service
provider.

Awareness Factors
14%

T V Ads
42%

13%

Print Media
Radio (FM)
Hoardings

7%

Others

24%

Interpretation:
The above graph interprets that majority of respondents are aware of their
present service provider through TV ads than print media followed by other reasons,
hoardings and FM radio.

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Table -6
Classification of respondents of the basis of effective media to promote a brand.
Total respondents: 100
Sl. No.

Effective Media

No. of Respondents

Percentage

a.

T V Ads

53

53%

b.

Print Media

15

15%

c.

Radio (FM)

06

06%

d.

Hoardings

06

06%

e.

Friends and family

13

13%

f.

Word of mouth

05

05%

g.

Others

02

02%

100

100%

TOTAL

Analysis
The above table shows that 53% of the respondents prefer TV ads as effective
media, 15% of the respondents prefer Print media as effective media, 06% of the
respondents prefer FM Radio as effective media, 06% of the respondents are prefer
Hoardings as effective media, 13% of the respondents prefer friends and family as
effective means to promote a brand, 05% of the respondents prefer word of mouth to be
effective and 02% of the respondents prefer other sources as effective media to promote a
brand

Majority of the respondents prefer TV ads as effective media to promote a brand.

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Graph-6
Graph showing the effective media to promote a brand.

Effective Media to promote a brand

2%
5%
13%

T V Ads
Print Media

6%
53%

6%

Radio (FM)
Hoardings

15%

Friends and family

Word of mouth
Others

Interpretation:
The above graph interprets that majority of respondents suggest TV ads to be
more effective to promote a brand than compared to Print media followed by friends
and family, Hoardings, FM Radio, word of mouth and least is other reasons.

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Table -7
Classification of respondents of the basis of weather brand is important to
make purchase decision or not.
Total respondents: 100
Is brand important to

Sl. No.

make purchase decision

No. of Respondents

Percentage

a.

Yes

63

63%

b.

No

37

37%

100

100%

TOTAL

Analysis
The above table shows that 63 % of the respondents say that brand image is
important to make purchase decision and 37% of the respondents say that brand
image is not important to make purchase decision.

Majority of the respondents say that brand image is important to make purchase
decision.

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Graph-7
Graph showing weather brand is important to make purchase decision or not.

Is brand important to make purchase decision

37%

Yes
No

63%

Interpretation:
The above graph interprets that majority of respondents agree that brand is
important to make purchase decision and least number of respondents say brand is
not important.

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Table -8
Classification of respondents of the basis of awareness towards Reliance
products services and offers.
Total respondents: 100
Awareness towards

Sl. No.

Reliance products

No. of Respondents

Percentage

a.

Yes

91

91%

b.

No

09

09%

100

100%

TOTAL

Analysis
The above table shows that 91% of the respondents are aware of Reliance
products, services and offers and 09% of the respondents are not aware of Reliance
products, services and offers.

Majority of the respondents are aware of Reliance products, services and offers.

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Graph-8
Graph showing awareness towards Reliance products, services and offers.

Awareness towards Reliance products

9%

Yes
No
91%

Interpretation:
The above graph interprets that majority of respondents are aware of Reliance
products, services and offers and least number of respondents are not aware of
Reliance products, services and offers.

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Table -9
Classification of respondents of the basis of weather they used Reliance service
before or not.
Total respondents: 100
Used Reliance services

Sl. No.

before

No. of Respondents

Percentage

a.

Yes

62

62%

b.

No

38

38%

100

100%

TOTAL

Analysis
The above table shows that 62% of the respondents have used reliance service
before and 04% of the respondents have not used reliance service before.

Majority of the respondents have used reliance service before

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Graph-9
Graph showing weather the respondent used Reliance service before or not.

Used Reliance services before

38%

62%

Yes
No

Interpretation:
The above graph interprets that majority of respondents have used reliance
services earlier and minor number of respondents did not use reliance services
earlier.

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Table -10
Classification of respondents of the basis of what comes to mind when they
hear the brand Reliance.
Total respondents: 100
Sl. No.

What comes to mind

No. of Respondents

Percentage

a.

Music

36

36%

b.

Punch-line

20

20%

c.

Brand Ambassador

33

33%

d.

Others

11

11%

100

100%

TOTAL

Analysis
The above table shows that 36% of the respondents say that when they hear
the brand Reliance, music comes to their mind first, 20% of the respondents say that
when they hear the brand Reliance, Punch line comes to their mind first, 33% of the
respondents say that when they hear the brand Reliance, brand ambassadors comes
to their mind first and 11% of the respondents say that when they hear the brand
Reliance, other factors comes to their mind first.

Majority of the respondents say that when they hear the brand Reliance music comes
to their mind first

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Graph-10
Graph showing what comes to respondents mind when they hear the brand
Reliance.

What comes to mind?

11%
36%

Music
Punch-line
Brand Ambassador

33%

Others
20%

Interpretation:
The above graph interprets that majority of respondents said that Music comes
to their mind first when that hear the brand reliance followed by brand ambassador
and punch line and least is other factors.

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Table -11
Classification of respondents of the basis of position of Reliance mobile in
market.
Total respondents: 100
Position of Reliance

Sl. No.

mobile in market

No. of Respondents

Percentage

a.

Excellent

17

17%

b.

Good

58

58%

c.

Average

19

19%

d.

Below average

06

06%

100

100%

TOTAL

Analysis
The above table shows that 17% of the respondents rate the position of brand
Reliance in market to be Excellent, 52% of the respondents rate the position of
brand Reliance in market to be Good, 19% rate the position of brand Reliance in
market to be Average and 06% of the respondents rate the position of brand
Reliance in market to be below average.

Majority of the respondents rate the position of brand Reliance in market to be

Good.

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Graph-11
Graph showing the position of Reliance mobile in market.

Position of Reliance mobile in market

6%
17%
19%
Excellent
Good
Average
Below average

58%

Interpretation:
The above graph interprets that majority of respondents say that in market
Reliance has a good position followed by respondents who say it is average and
excellent. Least number of respondents says it is below average.

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Table -12
Classification of respondents of the basis of the ratings for the services and
offers of Reliance mobile.
Total respondents: 100
Ratings for the services

Sl. No.

and offers

No. of Respondents

Percentage

a.

Excellent

30

30%

b.

Good

43

43%

c.

Average

23

23%

d.

Below average

04

04%

100

100%

TOTAL

Analysis
The above table shows that 30% of the respondents rate the Services and
offers of brand Reliance in market to be Excellent, 43% of the respondents rate the
Services and offers of brand Reliance in market to be Good, 23% rate the Services
and offers of brand Reliance in market to be Average and 04% of the respondents
rate the Services and offers of brand Reliance in market to be below average.

Majority of the respondents rate the Services and offers of brand Reliance in market
to be good.

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Graph-12
Graph showing the ratings for the services and offers Reliance mobile.

Ratings for the services and offers

4%

30%

23%

Excellent
Good
Average
Below average

43%

Interpretation:
The above graph interprets that majority of respondents rate Reliance services
and offers as good followed by respondents who say it is excellent and average.
Least number of respondents says it is below average.

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Table -13
Classification of respondents of the basis of the ratings for advertisements of
Reliance mobile
Total respondents: 100
Ratings for the

Sl. No.

advertisements

No. of Respondents

Percentage

a.

Excellent

05

05%

b.

Good

36

36%

c.

Average

37

37%

d.

Below average

22

22%

100

100%

TOTAL

Analysis
The above table shows that 05% of the respondents rate the Advertisements
of brand Reliance in market to be Excellent, 36% of the respondents rate the
Advertisements of brand Reliance in market to be Good, 37% rate the
Advertisements of brand Reliance in market to be Average and 22% of the
respondents rate the Advertisements of brand Reliance in market to be below
average.

Majority of the respondents rate the Advertisements of brand Reliance in market to

be average.

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Graph-13
Graph showing the ratings for the advertisements of Reliance mobile.

Ratings for the advertisements

22%

5%

36%

Excellent
Good
Average

37%

Below average

Interpretation:
The above graph interprets that majority of respondents rate Reliances
advertisements as average followed by respondents who say it is good and below
average. Least number of respondents says it is excellent.

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Table -14
Classification of respondents of the basis of the ratings for quality of Reliance
mobile
Total respondents: 100
Sl. No.

Ratings for the quality

No. of Respondents

Percentage

a.

Excellent

23

23%

b.

Good

53

53%

c.

Average

21

21%

d.

Below average

03

03%

100

100%

TOTAL

Analysis
The above table shows that 23% of the respondents rate the quality of brand
Reliance in market to be Excellent, 53% of the respondents rate the quality of brand
Reliance in market to be Good, 21% rate the quality of brand Reliance in market to
be Average and 03% of the respondents rate the quality of brand Reliance in market
to be below average.

Majority of the respondents rate the quality of brand Reliance in market to be Good.

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Graph-14
Graph showing the ratings for the quality of Reliance mobile.

Ratings for the quality

3%

23%

21%

Excellent
Good
Average
Below average
53%

Interpretation:
The above graph interprets that majority of respondents rate Reliances
advertisements as average followed by respondents who say it is excellent and good.
Least number of respondents says it is below average.

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Table -15
Classification of respondents of the basis of the ratings for prices of Reliance
mobile
Total respondents: 100
Ratings for the prices

Sl. No.

No. of Respondents

Percentage

a.

Excellent

13

13%

b.

Good

54

54%

c.

Average

29

29%

d.

Below average

04

04%

100

100%

TOTAL

Analysis
The above table shows that 13% of the respondents rate the prices of brand
Reliance in market to be Excellent, 54% of the respondents rate the prices of brand
Reliance in market to be Good, 29% rate the prices of brand Reliance in market to
be Average and 04% of the respondents rate the prices of brand Reliance in market
to be below average.

Majority of the respondents rate the prices of brand Reliance in market to be Good.

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Graph-15
Graph showing the ratings for the prices of Reliance mobile.

Ratings for the prices

4%

13%

29%
Excellent
Good
Average
54%

Below average

Interpretation:
The above graph interprets that majority of respondents rate Reliances
advertisements as average followed by respondents who say it is excellent and good.
Least number of respondents says it is below average.

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Table -16
Classification of respondents of the basis of the overall performance of Reliance
mobile
Total respondents: 100
Overall performance

Sl. No.

No. of Respondents

Percentage

a.

Excellent

09

09%

b.

Good

68

68%

c.

Average

19

19%

d.

Below average

04

04%

100

100%

TOTAL

Analysis
The above table shows that 17% of the respondents rate the overall
performance of brand Reliance in market to be Excellent, 52% of the respondents
rate the overall performance of brand Reliance in market to be Good, 19% rate the
overall performance of brand Reliance in market to be Average and 06% of the
respondents rate the overall performance of brand Reliance in market to be below
average.

Majority of the respondents rate the overall performance of brand Reliance in market
to be Good.

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Graph-16
Graph showing the ratings for the overall performance of Reliance mobile

Overall performance
4%

9%

19%

Excellent
Good
Average
Below average

68%

Interpretation:
The above graph interprets that majority of respondents rate Reliances
advertisements as average followed by respondents who say it is excellent and good.
Least number of respondents says it is below average.

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5. SUMMARY OF FINDINGS
That the Majority of the respondents are using Prepaid subscriptions
That the Majority of the respondents associate with present brand for brand image and
services.
That the Majority of the respondents gained awareness of present brand through Television
Advertisements
That the Majority of the respondents prefer TV ads as effective media to promote a brand.
That the Majority of the respondents say that brand image is important to make purchase
decision.
That the Majority of the respondents are aware of Reliance products, services and offers.
That the Majority of the respondents have used reliance service before
That the Majority of the respondents say that when they hear the brand Reliance music
comes to their mind first followed by the Brand ambassador.

That the Majority of the respondents rate the position of brand Reliance in market to be
Good.

That the Majority of the respondents rate the Services and offers of brand Reliance in
market to be Good.

That the Majority of the respondents rate the Advertisements of brand Reliance in market
to be Average.
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That the Majority of the respondents rate the quality of brand Reliance in market to be
Good.

That the Majority of the respondents rate the prices of brand Reliance in market to be
Good.

That the Majority of the respondents rate the overall performance of brand Reliance in
market to be Good.

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7. RECOMMENDATIONS, SUGGESTIONS AND CONCLUSION

Recommendations
After completing my work of analyzing Brand awareness of Reliance communication I
want to suggest some important facts to the company about its products.

Reliance should make their plans more economical for all classes.

Reliance should make new and lucrative strategies and schemes separately for students and
pensioners to make them brand loyal.

Company should move towards the good customer relations so company should plan for
the customer relationship management.

Reliance should keep on bringing out new time attractive offers and schemes to increase
brand value.

Reliance should focus more on, advertising than the brand ambassador.

Reliance is a popular brand s it should create brand identity extends to rural and remote
areas too.

Reliance Communications is having good range of its products that is why they are
challenging the competitors so make it large.

Company should come with some good and effective plans to make the customer
satisfied.

Company should move towards the good customer relations so company should plan for
the customer relationship management

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SUGGESTIONS
From the Survey reports the suggestions that can be made are:
Awareness programs: Still more awareness programs have to be implemented in order to
attract more customers like: 1. Increase advertisement campaigns.
2. Increase Electronic media usage for the awareness programs.
3. Establishment of Hoardings in rural areas also.
4. Bringing awareness through issue of pamphlets in the newspapers.
Consumer Retention: Reliance Mobile has to implement some more retention programs like: 1. Extra talk times should be given to the potential customers who are there for more than 2 years
in the subscriptions.
2. Some festival offers should be given in order to retain the customers.
3. If more messages and extra talk time benefits are given then it can help for the retain for the
potential customers.
Reliance has to increase the customer care centers in order to concentrate more on the customers
queries and their problems.
The reduction in the call charges can still attract more number of customers who are willing to
shift to Reliance from other service providers.

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CONCLUSION
Reliance mobile is a very big brand name and I am very thankful to the Reliance people to
help me in completing my project in Reliance mobile. Reliance mobile provides me the good
opportunities to make my skills stronger in marketing. I am also very thankful to my project guide
Mrs. Rekha K for giving me her useful guidelines and important time.
While doing this project I have talked with many people and came to know about the market and I
learnt that how the company works and what they have to do for retaining their position in the
market.

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ANNEXURE

Questionnaires For Analysis Of Brand Awareness With Respect To Reliance

Mobile.
Name:
Age: ... Gender: Male / Female
Mobile No.(Optional):
Occupation: ....
1. Which mobile network are you using currently?
a. Reliance

b. Airtel

c. Aircel

d. Tata docomo

e. Vodafone

f. Idea

g. Others (Specify)
2. Since how long are you using this Connection?
a. 0-6 months

b. 6-12 months

c. 1-3 years

d. Above 3 years

3. What type of subscription are you using?

a. Pre-paid

b. Post-paid

4. What are the reasons for association with the present service provider?
a. Brand Image

b. Services

c. Call charges

d. Availability

e. Others (Specify)

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5. What sources influenced you to create awareness of the present service
provider?

a. T V Ads

b. Print Media

c. Radio (FM)

d. Hoardings

e. Others (Specify).

6.. According to your opinion which media is effective for promoting a brand?

a. T V Ads

b. Print Media

c. Radio (FM)

d. Hoardings

e. Friends/Family

f. Word of mouth

g. Others (Specify)
7. According to your opinion is brand important to make purchase decision?
a. Yes

b. No

8. Are you aware of Reliance products, services and offers?

a. Yes

b. No

9. Have you used Reliance connection before?

a. Yes

b. No

10. What comes to your mind when you hear the Brand Reliance?
a. Music

b. Punch-line

c. Brand Ambassador

d. Others (Specify)

11. According to your opinion what is the position of Reliance mobile in the
market?
a. Excellent

b. Good

c. Average

d. Below average

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12. How do you rate the services and offers of Reliance mobile?
a. Excellent

b. Good

c. Average

d. Below average

13. How do you rate advertisements of Reliance mobile?

a. Excellent

b. Good

c. Average

d. Below average

14. What is your opinion of Reliance mobile quality?

a. Excellent

b. Good

c. Average

d. Below average

15. How do you rate the prices of Reliance mobile?

a. Excellent

b. Good

c. Average

d. Below average

16. How do you rate the overall performance of Reliance mobile?

a. Excellent

b. Good

c. Average

d. Below average

Suggestions if any:

.
..

Thank You

Signature

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BIBLIOGRAPHY
1) Marketing Management

- By Philip Kotler

2) Research Methodology
- By C.R. Kothari

http://en.wikipedia.org/wiki/Telecommunication
http://www.slideshare.net/secomps/telecommunicationppt
http://www.rcom.co.in/Rcom/aboutus/overview/overview_ourfounder.html
http://www.scribd.com/doc/20585529/Brand-Awareness

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