INDEX

SI No Contents
1 Executive summary

2 Company profile

3 Research Methodology

4 Analysis And Interpretation

5 Findings

6 Suggestions

7 Conclusions

8 Bibliography

9 Annexure

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EXECUTIVE SUMMARY

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Executive Summary

Significant changes have taken place in the telecommunication policy and market in India in the
last few years, and particularly in the last three years. The Indian telecom market (including
GSM , CDMA and Broadband) is one of the fastest growing in the World adding nearly 6 million
subscribers a month. The key driver for this growth is likely to be the increasing level of tele-
density in the semi urban and rural markets led by better affordability.

Reliance Communications (Reliance Infocomm) is India's foremost truly integrated

telecommunications service provider. The company with a customer base of over 28 million
including one million individual overseas retail customers ranks among the top ten Asian
Telecom companies & is rated among Asia's 'Six Topmost Valuable Telecom Companies'.
Reliance Communications is one of the leading landline broadband service providers to home
segment in Belgaum city.
The project was carried on the study of “MARKET REACH OF RELIANCE
TELECOMMUNICATION IN BELGAUM CITY”.

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INDIAN TELECOM SECTOR

1994 was a watershed in the history of Indian telecom sector, which ranked sixth in the
world after USA, China, Japan, Germany, and France in terms of number of installed fixed
lines. That year saw the introduction of New Telecom Policy (NTP) of Government of India
that envisaged a vast change in Indian telecom scenario and reflected the Government's
desire to bring Indian telecom at par with the rest of the world.
This policy change was followed up by a large number of other initiatives, including
introduction of NTP 1999 that indicated continuing commitment of the Government to
liberalize the sector. The various policy changes also reflected Government of India's
realizations that the huge funds needed to undertake gigantic and extensive upgrade of
telecom infrastructure in all the three segments of wire line, wireless and data services, would
require active participation of private sector.

The Government also accepted in principle that unless a progressive movement to free market
system in telecom sector was ensured, in which market forces and not the Government would
decide who would be the winner in each segment, faster roll out of innovative products and
services and lower prices to the consumers would not be realized in the near future.

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CDMA: (Code Division Multiple Access)
The world is demanding more from wireless communication technologies than ever
before as more people around the world are subscribing to wireless. CDMA
consistently provides better capacity for voice and data communications than other
commercial mobile technologies, allowing more subscribers to connect at any given
time,
CDMA is a "spread spectrum" technology, allowing many users to occupy the same
time and frequency allocations in a given band/space.
As its name implies, CDMA (Code Division Multiple Access) assigns unique codes to
each communication to differentiate it from others in the same spectrum. In a world of
finite spectrum resources, CDMA enables many more people to share the airwaves at
the same time than do alternative technologies.

Features of CDMA
The following features are unique to CDMA technology:
• Universal frequency reuse
• Fast and accurate power control
• Rake receiver
• Different types of handoff

Advantages of CDMA
CDMA technology has numerous advantages including:
• Coverage
• Capacity

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 • Clarity
• Cost
• Compatibility
• Customer satisfaction

Coverage
CDMA's features result in coverage that is between 1.7 and 3 times that of GSM:
• Power control helps the network dynamically expand the coverage area.
• Coding and interleaving provide the ability to cover a larger area for the same
amount of available power used in other systems.

Capacity
CDMA capacity is ten to twenty times that of analog systems, and it's up to four times
that of GSM. Reasons for this include:
• CDMA's universal frequency reuse
• CDMA users are separated by codes, not frequencies
• Power control minimizes interference, resulting in maximized capacity.
CDMA's soft handoff also helps increase capacity. This is because a soft handoff
requires less power.

Clarity
Often CDMA systems can achieve "wire line" clarity because of CDMA's strong digital
processing. Specifically:
• The rake receiver reduces errors
• The variable rate vocoder reduces the amount of data transmitted per person,
reducing interference.
• The soft handoff also reduces power requirements and interference.

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 • Power control reduces errors by keeping power at an optimal level.
• CDMA's wide band signal reduces fading.
• Encoding and interleaving reduce errors that result from fading

Cost
CDMA's better coverage and capacity result in cost benefits:
• Increased coverage per BTS means fewer are needed to cover a given area. This
reduces infrastructure costs for the providers.
• Increased capacity increases the service provider's revenue potential.

Compatibility
CDMA phones are usually dual mode. This means they can work in both CDMA
systems and analog cellular systems.
Customer satisfaction
CDMA results in greater customer satisfaction because CDMA provides better:
• Voice quality
• Longer battery life due to reduced power requirements
• No cross-talk because of CDMA's unique coding.

GSM: (Global system for mobile communication.)

Today's GSM platform is a hugely successful wireless technology and an

unprecedented story of global achievement. In less than ten years since the first GSM
network was commercially launched, it became the world's leading and fastest growing
mobile standard, spanning over 200 countries. Today, GSM technology is in use by
more than one in six of the world's population and it is estimated that at the end of June
2005 there were over 1.5 billion GSM subscribers across more than 220 countries of the

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world. The growth of GSM continues unabated with more than 160 million new
customers in the last 12 months. Since 1997, the number of GSM subscribers has
increased by a staggering 10 fold. The progress hasn't stopped there. Today's GSM
platform is living, growing and evolving and already offers an expanded and feature-
rich 'family' of voice and data enabling services.

About the GSM Service

: GSM (Global System for Mobile Communications

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Originally from Groupe Spécial Mobile) is the most popular standard for mobile telephony
systems in the world. The GSM Association, its promoting industry trade organization of mobile
phone carriers and manufacturers, estimates that 80% of the global mobile market uses the
standard.[1] GSM is used by over 4.3 billion people across more than 212 countries and
territories. Its ubiquity enables international roaming arrangements between mobile
phoneoperators, providing subscribers the use of their phones in many parts of the world. GSM
differs from its predecessor technologies in that both signaling and speech channels are digital,
and thus GSM is considered a second generation (2G) mobile phone system. This also facilitates
the wide-spread implementation of data communication applications into the system.
The ubiquity of implementation of the GSM standard has been an advantage to both consumers,
who may benefit from the ability to roam and switch carriers without replacing phones, and also
to network operators, who can choose equipment from many GSM equipment vendors. GSM
also pioneered low-cost implementation of the short message service (SMS), also called text
messaging, which has since been supported on other mobile phone standards as well. The
standard includes a worldwide emergency telephone number feature.
Newer versions of the standard were backward-compatible with the original GSM system. For
example, Release '97 of the standard added packet data capabilities by means of General Packet
Radio Service (GPRS). Release '99 introduced higher speed data transmission using Enhanced
Data Rates for GSM Evolution (EDGE).

COMPANY PROFILE

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INTRODUCTION
Reliance Communications is the flagship company of the Anil Dhirubhai Ambani Group
(ADAG) of companies. Listed on the National Stock Exchange and the Bombay Stock
Exchange, it is India’s leading integrated telecommunication company with over 35 million
customers.
Our business encompasses a complete range of telecom services covering mobile and fixed line
telephony. It includes broadband, national and international long distance services and data
services along with an exhaustive range of value-added services and applications. Our constant
endeavor is to achieve customer delight by enhancing the productivity of the enterprises and
individuals we serve.
Reliance Mobile (formerly Reliance India Mobile), launched on 28 December 2002, coinciding
with the joyous occasion of the late Dhirubhai Ambani’s 70th birthday, was among the initial
initiatives of Reliance Communications. It marked the auspicious beginning of Dhirubhai’s
dream of ushering in a digital revolution in India. Today, we can proudly claim that we were
instrumental in harnessing the true power of information and communication, by bestowing it in
the hands of the common man at affordable rates.
We endeavor to further extend our efforts beyond the traditional value chain by developing and
deploying complete telecom solutions for the entire spectrum of society.
The Late Dhirubhai Ambani dreamt of a digital India — an India where the common man would
have access to affordable means of information and communication. Dhirubhai, who single-
handedly built India’s largest private sector company virtually from scratch, had stated as early
as 1999: “Make the tools of information and communication available to people at an affordable
cost. They will overcome the handicaps of illiteracy and lack of mobility.”
It was with this belief in mind that Reliance Communications (formerly Reliance Infocomm)
started laying 60,000 route kilometers of a pan-India fibre optic backbone. This backbone was
commissioned on 28 December 2002, the auspicious occasion of Dhirubhai’s 70th birthday,
though sadly after his unexpected demise on 6 July 2002.

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Reliance Communications has a reliable, high-capacity, integrated (both wireless and wire line)
and convergent (voice, data and video) digital network. It is capable of delivering a range of
services spanning the entire infocomm (information and communication) value chain, including
infrastructure and services — for enterprises as well as individuals, applications, and consulting.
Today, Reliance Communications is revolutionizing the way India communicates and networks,
truly bringing about a new way of life.
BOARD OF DIRECTORS
• Shri Anil D. Ambani - Chairman
• Prof. J Ramachandran
• Shri S.P. Talwar
• Shri Deepak Shourie

VISION OF THE COMPANY

“We will leverage our strengths to execute complex global-scale projects to facilitate
leading-edge 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.”

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Reliance marketing mix
A longer term marketing strategy is underpinned by careful planning and a successful marketing
mix. The marketing mix is a combination of many features that can be represented by the four
Ps.
• product - features and benefits of a good or service
• place - where the good or service can be bought
• price - the cost of a good or service
• promotion - how customers are made aware of a good or service.
Product

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 • A product with many different features provides customers with opportunities to chat,
play games, send and receive pictures, change ring tones, receive information about
travel and sporting events, obtain billing information - and soon view video clips and
send video messages.
• Reliance live! provides on-the-move information services.
Place
• It sells its products through independent retailers
• Customers are able to see and handle products they are considering buying.
• People are on hand to ensure customers' needs are matched with the right product and to
explain the different options available.
Price
• Reliance wants to make its services accessible to as many people as possible: from the
young, through apprentices and high powered business executives, to the more mature
users.
• It offers various pricing structures to suit different customer groups.
• Monthly price plans are available as well as prepay options. Phone users can top up their
phone on line.
Promotion
Reliance works with icons such as Hritik Roshan to communicate its brand values.
Above the line
• Advertising on TV, on billboards, in magazines and in other media outlets reaches large
audiences and spreads the brand image and the message very effectively. This is known
as above the line promotion.
Below the line
• Stores have special offers, promotions and point of sale posters to attract those inside the
stores to buy.
• Reliance stores, its products and its staff all project the brand image.
• Reliance actively develops good public relations by sending press releases to national
newspapers and magazines to explain new products and ideas.

Reliance s marketing strategy

Reliance's marketing aim in India is to retain market leadership.
Reliance's strategy is product-led; the company is continually developing new products and
services which utilise the latest technological advances.

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However, as consumers become increasingly sophisticated users of modern mobile technology,
they make new demands and seek added value through product improvements. Consumers are
becoming more demanding and suppliers have to listen. Reliance must feed this back into its
product strategy.
.Soon, within the India, there will be few new customers available. So the challenge is to provide
added value services and competitive charges to existing customers who are becoming more
sophisticated and demanding.
For example, young people think hard about which mobile phone to buy. In their search for the
widest range of appropriate services and the best value for money, young people in particular
examine catalogues, surf the Internet and study what their friends have bought. Trying to sell to
them is tough.
In order to retain market leadership, Reliance has established a set of marketing objectives.
These are to:
• obtain new customers
• keep the customers it already has
• introduce new technologies and services (eg: text messaging)
• continue to develop the Reliance brand.
Reliance is achieving these objectives by continually updating the range of phones and services
offered to keep ahead of its competitors. Reliance also communicates regularly with its
customers to keep them well informed of the benefits of all Reliance products.
Awards and Achievements:
• Conferred the ‘CEO of the Year 2004’ in the Platts Global Energy Awards
• Rated as one of ‘India’s Most Admired CEOs’ for the sixth consecutive year in the
Business Barons – TNS Mode opinion poll, 2004
• Conferred ‘The Entrepreneur of the Decade Award’ by the Bombay Management
Association, October 2002
• Awarded the First Wharton Indian Alumni Award by the Wharton India Economic Forum
(WIEF) in recognition of his contribution to the establishment of Reliance as a global
leader in many of its business areas, December 2001

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HIERARCHY OF RELIANCE COMMUNICATIONS
Anil Ambani

Director

VP

Business Head

Sales Head

CSM

ASM

SE

FOUNDER PROFILE

Few men in history have made as dramatic a contribution to their country’s economic fortunes as
did the founder of Reliance, Sh. Dhirubhai H Ambani. Fewer still have left behind a legacy that

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is more enduring and timeless.As with all great pioneers, there is more than one unique way of
describing the true genius of Dhirubhai: The corporate visionary, the unmatched strategist, the
proud patriot, the leader of men, the architect of India’s capital markets, the champion of
shareholder interest.
But the role Dhirubhai cherished most was perhaps that of India’s greatest wealth creator. In one
lifetime, he built, starting from the proverbial scratch, India’s 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 colossus—an 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 India’s capital markets. In 1977, when Reliance
Textile Industries Limited first went public, the Indian stock market was a place patronized 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 Dhirubhai’s extraordinary vision and leadership, Reliance scripted one of the
greatest growth stories in corporate history anywhere in the world, and went on to become
India’s largest private sector enterprise.
Through out 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 world’s largest shareholder families.
Organizational Structure:

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 Retailers

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The main objective to carry out the topic was:
• To find out the market reach of reliance telecommunication and study of availability of
reliance GSM service in Belgaum.

Sub Objectives to carry out the topic was:

• To study the brand and product movement in Retailers shelves of reliance
telecommunication.
• To find out factors that influence a Retailer to stock more of a particular product or brand.
• To identify ways to increase the sale of reliance telecommunication product through
retailers.
• To identify ways effectively promoting the brand of reliance telecommunication through
Retailers.

Market Reach- It is the estimated number of the potential customer in a

particular area.

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 RESEARCH
METHODOLOGY

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 Research Methodology

Data Collection Method:

For the purpose of research study the data from two sources have been collected.
• Primary Data
• Secondary Data
Primary Data
Data collected from the respondents through data collection tool or questionnaire is primary data.
This data was collected specially for this study. In this study primary source of data collection
was carried out using a structured Questionnaire. The data was collected by personal interview /
personal survey and by filling questionnaire.
Secondary Data
Data, which is already collected and kept which is ready for use, is known as secondary source.
The major source of secondary data are
• Books
• Websites

Research Approach:
Survey method was used for carrying out the research. The respondents were met directly at
different locations of Belgaum city and asked to fill the questionnaire. The field work provides
various information about the topic “Market Reach and Availability of Realiance
Telecommunication Service”

Questionnaire Design:

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Designing questionnaire needs precession and classification of the subject, so that the
respondents can easily understand the questions and can answer it sincerely and correctly. The
questionnaire was designed keeping in mind information requirement of the study. The
Questionnaire designed Open ended questions, Close ended questions and Rating scale.

Data Analysis:
Data analysis is done through:
 SPSS software
Data Collection Method : Personal Survey to administer..

Sample Size : 200 Respondents

Geographical Areas Covered : The areas covered in Belgaum city:

Tilakwadi
Udyambag Industrial Area
Sadashivnagar
Machhe Industrial Area
Bogarveys
Angol Industrial Area
Nehru Nagar
Club Road
College Road
Goaves

Sources of Data : Primary Data.

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Sample Units : Medical shops, Bakery’s, Retail outlet and General
stores

Sampling : Random Sampling Method

Types of Questions : Open ended questions, Closed ended Questions

1)PURPOSE OF THE STUDY

The proposed outcomes of the study are:-

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  Study will helpful to know the Market Reach & availability of ETOP,PRC & SIM
CARD ACTIVATION and Promotional Strategy for Reliance GSM service

 Firm will know their sales force and advertisement awareness.

2)SCOPE OF THE STUDY

A study of this kind helps to put theoretical aspects into projects and aims to give information of
Reliance Company. of methods used, findings of the investigation, conclusion and
recommendations. Inferred from the findings also aims to enable Reliance company to
implement recommendations made at the end of the study.
The scope of the study is limited to Belgaum city only.

The following area selected for scope of study:

Channamma nagar, Station road, Camp road, Tilakwadi, Kapileshwar road, Shahapur &
Angol Kakati, etc.

3)STATEMENT OF THE POJECT

To know the Market Reach & availability of ETOP,PRC & SIM CARD ACTIVATION and
Promotional Strategy for Reliance GSM service in Belgaum City

OBJECTIVES OF THE STUDY

 To study the brand & product movements in Retailers shelves.

 Learning the basics of distribution.

 To identify ways to increase the sale of Reliance telecommunication products

through Retailers.

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  To find out factors that influence a Retailer to stock more of a particular product
or Brand.

 To identify ways effectively promoting the brand of Reliance Telecommunication

through Retailers.

SWOT ANALYSIS

Following is the SWOT Analysis for Reliance Telecommunication

STRENGTH
1. The company is Very focused on telecom.
2. It has Leadership in fast growing cellular segment. .
3. Advertisement strategy of the company.
4. It can offer international roaming facility more than any network Pakistan.
5. Financially Reliance is strong and is able to invest heavy
amount in India.

WEAKNESS
1. Low penetration Rural market
2. Latest technology and low cost advantage.
3. Huge market.
4. Competition from other cellular and mobile operators
5. Saturation point in Basic telephony service

OPPORTUNITIES

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THE FAST EXTENDING IPLC MARKET: An IPLC (international private leased circuit) is
a point-to-point private line used by an organization to Communicate between offices that
are geographically dispersed throughout the world. An IPLC can be used for Internet access,
business data exchange, video conferencing, and any other form of telecommunication. Vodafone
Enterprise Services and SingTel jointly provide IPLCs on the Network i2i. The Landing Station
in Singapore is managed by SingTel and by Vodafone in Chennai (India). Each Landing Station
has Power Feeding Equipment, Submarine Line Terminating Equipment and SDH system to
power the cable, add wavelengths and convert the STM-64 output to STM-1 data streams
respectively.

LATEST TECHNOLOGY AND LOW COST ADVANTAGE: The costs of introducing

cellular services for Vodafone are marginal in nature, as it needs only to augment its cellular
witch/equipment capacity and increase the number of base stations. The number of cities, towns
and villages it has covered already works to its advantage as putting more base stations for
cellular coverage in these areas comes with negligible marginal cost. Besides such cost
advantages, it has also other cost advantages for the latest cellular technology. As a late entrant
into the cellular market, it has dual advantage of latest technology with modern features,
unlike other private cellular operators who started their service more than 4-5 years back
and low capital cost due to advantages of large scale buying of cellular switch/equipment.

HUGE MARKET
The cellular telephony market is presently expanding at a phenomenal / whopping __ rate every
year and there is still vast scope for Vodafone to enter /expand in this market. Besides there is a
vast rural Segment where the cellular services have not made much headway and many
customers are looking towards Vodafone for providing the service to them. With its wide and
extensive presence even in the remotest areas.

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Analysis &
Interpretation
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1)
Frequencies
Sta tistics

Which all operators have present in your outlet

N Valid 676
Missing 0

Which all operators have present in your outlet

Cumulative
Frequency Percent Valid Percent Percent
Valid Vodafone 92 13.6 13.6 13.6
Airtel 100 14.8 14.8 28.4
Idea 92 13.6 13.6 42.0
Docomo 81 12.0 12.0 54.0
Reliance 93 13.8 13.8 67.8
Aircel 68 10.1 10.1 77.8
BSNL 82 12.1 12.1 89.9
Vergin 68 10.1 10.1 100.0
Total 676 100.0 100.0

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 Which all operators have present in your outlet
120

100

80

60

40
Frequency

20

0
Vodafone Idea Reliance BSNL
Airtel Docomo Aircel Vergin

Which all operators have present in your outlet

2)
Sta tistics

Which brand do you promote the most ?

N Valid 200
Missing 0

W hich brand do you promote the most ?

Cumulative
Frequency Percent Valid Percent Percent
Valid Vodafone 32 16.0 16.0 16.0
Airtel 128 64.0 64.0 80.0
Idea 8 4.0 4.0 84.0
Reliance 32 16.0 16.0 100.0
Total 200 100.0 100.0

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 Which brand do you promote the most ?

125

100
Frequency

75

50

25

0
Vodafone Airtel Idea Reliance
Which brand do you promote the most ?

3)
Statistics

How do you rate Reliance network ?

N Valid 200
Missing 0

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 How do you rate Reliance netw ork ?

Cumulative
Frequency Percent Valid Percent Percent
Valid good 104 52.0 52.0 52.0
very good 12 6.0 6.0 58.0
excellent 8 4.0 4.0 62.0
medium 76 38.0 38.0 100.0
Total 200 100.0 100.0

How do you rate Reliance network ?

120

100

80
Frequency

60

40

20

0
good very good excellent medium
How do you rate Reliance network ?

4) Frequencies

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 Sta tistics

Which is the highest selling Brand in your outlet

N Valid 200
Missing 0

Which is the highest selling Brand in your outlet

Cumulative
Frequency Percent Valid Percent Percent
Valid Vodafone 27 13.5 13.5 13.5
Airtel 144 72.0 72.0 85.5
Idea 8 4.0 4.0 89.5
Reliance 21 10.5 10.5 100.0
Total 200 100.0 100.0

Which is the highest selling Brand in your outlet

160

140

120

100

80

60
Frequency

40

20

0
Vodafone Airtel Idea Reliance

Whic h is the highest s elling Brand in y our outlet

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5) Frequencies
Sta tistics

How friquently dose the Reliance DSR visit your outlet

N Valid 200
Missing 0

How friquently dose the Reliance DSR visit your outlet

Cumulative
Frequency Percent Valid Percent Percent
Valid Daily 8 4.0 4.0 4.0
Alternate Day 32 16.0 16.0 20.0
Twice in a Week 148 74.0 74.0 94.0
Once in a week 12 6.0 6.0 100.0
Total 200 100.0 100.0

How friquently dose the Reliance DSR visit your outlet

160

140

120

100

80

60
Frequency

40

20

0
Daily Twice in a Week
Alternate Day Once in a week

How f riquently dose the Reliance DSR visit your outlet

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6)
Statistics

can you allot a permenent place in outlet for Reliance

N Valid 200
Missing 0

ca n you a llot a perm e ne nt pla ce in outle t for Relia nce

Cumulative
Frequency Percent Valid Percent Percent
Valid yes 20 10.0 10.0 10.0
no 180 90.0 90.0 100.0
Total 200 100.0 100.0

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 can you allot a permenent place in outlet for Reliance

200

150
Frequency

100

50

0
yes no
can you allot a permenent place in outlet for Reliance

7)
Statistics

Are you satisfied with the advertising material

N Valid 200
Missing 0

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 Are you sa tisfied w ith the a dve rtising m a te ria l

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 77 38.5 38.5 38.5
No 123 61.5 61.5 100.0
Total 200 100.0 100.0

Are you satisfied with the advertising material

120

100
Frequency

80

60

40

20

0
Yes No
Are you satisfied with the advertising material

8)

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 Sta tistics

What suggestion would you give

Reliance to become a market leader
N Valid 200
Missing 0

W hat suggestion w ould you give Reliance to become a market leader

Cumulative
Frequency Percent Valid Percent Percent
Valid Increase Advertisment 52 26.0 26.0 26.0
Better Service 113 56.5 56.5 82.5
Better Tarrif Plans 35 17.5 17.5 100.0
Total 200 100.0 100.0

What suggestion would you give Reliance to become a market leader

120

100

80
Frequency

60

40

20

0
Increase Advertisment Better Service Better Tarrif Plans
What suggestion would you give Reliance to become a market leader

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9)
Sta tistics

According to you what is the factor

that influences the customer most
N Valid 200
Missing 0

According to you w hat is the factor tha t influences the custome r most

Cumulative
Frequency Percent Valid Percent Percent
Valid Good Netwok 128 64.0 64.0 64.0
Brand Name 16 8.0 8.0 72.0
Tariff 40 20.0 20.0 92.0
Creative Advertisment 16 8.0 8.0 100.0
Total 200 100.0 100.0

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 According to you what is the factor that influences the customer most

125

100
Frequency

75

50

25

0
Good Netwok Brand Name Tariff Creative Advertisment
According to you what is the factor that influences the customer most

10)
Statistics

What type of advertisment material

do you expect from the company
N Valid 200
Missing 0

K.L.S,Institute Of Management Education And Research Page 38

 W hat type of advertisment material do you ex pect from the company

Cumulative
Frequency Percent Valid Percent Percent
Valid Posters 8 4.0 4.0 4.0
Danglers 10 5.0 5.0 9.0
Woblers 10 5.0 5.0 14.0
Buttings 108 54.0 54.0 68.0
Tariff Charts 64 32.0 32.0 100.0
Total 200 100.0 100.0

What type of advertisment material do you expect from the company

120

100
Frequency

80

60

40

20

0
Posters Danglers Woblers Buttings Tariff Charts
What type of advertisment material do you expect from the company

11)

K.L.S,Institute Of Management Education And Research Page 39

 Sta tistics

Do you get Adequate supply of

PRC,E-Top &SIm Cards of Reliance GSM
N Valid 200
Missing 0

Do you get Adequa te supply of PRC,E-Top &SIm Ca rds of Relia nce GSM

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 176 88.0 88.0 88.0
No 24 12.0 12.0 100.0
Total 200 100.0 100.0

Do you get Adequate supply of PRC,E-Top &SIm Cards of Reliance GSM

200

150
Frequency

100

50

0
Yes No
Do you get Adequate supply of PRC,E-Top &SIm Cards of Reliance GSM

K.L.S,Institute Of Management Education And Research Page 40

12)
Statistics

What is the stock norm that you mantain in the outlet

N Valid 200
Missing 0

W hat is the stock norm that you mantain in the outlet

Cumulative
Frequency Percent Valid Percent Percent
Valid One day Stock 12 6.0 6.0 6.0
Two days Stock 98 49.0 49.0 55.0
Three days Stock 90 45.0 45.0 100.0
Total 200 100.0 100.0

K.L.S,Institute Of Management Education And Research Page 41

 What is the stock norm that you mantain in the outlet

100

80
Frequency

60

40

20

0
One day Stock Two days Stock Three days Stock
What is the stock norm that you mantain in the outlet

13)

Statistics

How would yu o come to know about new Plans

N Valid 200
Missing 0

K.L.S,Institute Of Management Education And Research Page 42

 How w ould yu o com e to know about ne w Plans

Cumulative
Frequency Percent Valid Percent Percent
Valid Advertisements 46 23.0 23.0 23.0
DSR 125 62.5 62.5 85.5
Company SMS on Demo 29 14.5 14.5 100.0
Total 200 100.0 100.0

How would yu o come to know about new Plans

140

120

100

80

60

40
Frequency

20

0
Advertisements DSR Company SMS on Demo

How w ould yu o come to know about new Plans

14)

K.L.S,Institute Of Management Education And Research Page 43

 Statistics

How Friquently do you expect the DSR to visit your Outlet

N Valid 200
Missing 0

How Friquently do you e x pect the DSR to visit your Outlet

Cumulative
Frequency Percent Valid Percent Percent
Valid Daily 37 18.5 18.5 18.5
Alternate Day 19 9.5 9.5 28.0
Twice in a Week 144 72.0 72.0 100.0
Total 200 100.0 100.0

How Friquently do you expect the DSR to visit your Outlet

160

140

120

100

80

60
Frequency

40

20

0
Daily Alternate Day Twice in a Week

How Friquently do you expect the DSR to visit your Outlet

K.L.S,Institute Of Management Education And Research Page 44

INTERPRETATION:

1)
16% of Retailers say that they Promote Vodafone network the most.
64% of Retailers say that they Promote Airtel network the most.
4% of Retailers say that they Promote Idea network the most&
16% of Retailers say that they Promote Reliance network the most.

2)
52% of the Retailers state Reliance network as Good.
6% of the Retailers state Reliance network as VGood.
4% of the Retailers state Reliance network as Excellent.

3)
13.5% of the Retailers say Vodafone as the highest selling brand in their outlet.
72% of the Retailers say Airtel as the highest selling brand in their outlet.
4% of the Retailers say Idea as the highest selling brand in their outlet.
10.5% of the Retailers say Reliance as the highest selling brand in their outlet.

4)
16% of the Retailers say that DSR visit their outlet Alternate Day.
6% of Retailers say that DSR visit their outlet daily.
74% of Retailers say that DSR visit their outlet twice in a week.
4% of Retailers say that DSR visit their outlet once in a week.

5)
10% of the Retailers say that they can allot a Permanent place for Reliance in their outlet.
90% of the Retailers say that they cannot allot a Permanent place for Reliance in their outlet.

6)
38% of the Retailers say that they are satisfied with the Advertising material provided to them.
61.5% of the Retailers say that they are not satisfied with the Advertising material provided to
them.

7)
26% of Retailers suggest to increase advertisement if it has to become a market leader.
56.5% of Retailers suggest to Provide better service if it has to become a market leader.

K.L.S,Institute Of Management Education And Research Page 45

17.5% of Retailers suggest for better Tariff plans to become a market leader.

8)
64% of the Retailers say that Good network influence the customer the most.
8% of the Retailers say that Brand name influence the customer the most.
20% of the Retailers say that Tariff plans influence customer the most.
8% of the Retailers say Creative Advertisement influence customer the most.

9)
4% of Retailers expect Posters from the company.
6% of Retailers expect Banners from the company.
5% of Retailers expect Danglers from the company.
5% of Retailers expect Wobblers from the company.
48% of Retailers expect Buntings from the company.
32% of Retailers expect Tariff charts from the company.

10)
88% of Retailers say that they get adequate supply of PRC,E-Top & Sim cards of Reliance.
12% of the Retailers say that they do not get adequate supply of PRC,E-Top & Sim cards.

11)
6% of Retailers say that they maintain one day stock in their outlet.
49% of the Retailers say that they maintain two stock in their outlet.
45% of the Retailers say that they maintain three days stock in their outlet.

12)
23% of Retailers say that they get to know about the new plans by Advertisements.
62.5% of the Retailers say that they get to know about the new plans from DSR.
14.5% of the Retailers say that they get to know about the new plans by company SMS from
Demo.

13)
18.5% of Retailers expect DSR to visit their outlet daily.
9.5% of the Retailers expect DSR to visit their outlet Alternate day.
92% of the Retailers expect DSR to visit their outlet twice in a week.

K.L.S,Institute Of Management Education And Research Page 46

 FINDINGS
From Questionnaire survey:
1. Through this survey it is clear that Reliance network service is present in majority outlets.

2. Through this survey 16% respondents said that they promote “Vodafone” brand, 64%
respondents said for “Airtel”, 4% respondents said for “Idea” and remaining said for
“Reliance”.

3. 90% retailers are happy with Reliance network and remaining retailers are rate Reliance
network as “medium” .

4. As per the respondents “Airtel” is the highest selling brand followed by “Vodafone &
Reliance”.

5. Most of the retailers said that DSE visits on “Twice in a week” to their outlet.

6. 90% of retailers said that they can not allot a permanent place for Reliance company.

7. 64% retailers said that “Good network” is influences customer the most, 8% said “Brand
name”, 20% said “Tariff” and remaining 12% said “Creative advertising”.

8. 82% retailers said that they expect “Buntings and Tariff charts”.

9. 88% retailers said that they get adequate supply of PRC, E-TOP AND SIM CARD and
remaining 12% retailers said that they don’t get.

10. 40% said that they are maintaining 2 day’s stock and 44% of Retailers maintain 3 day’s
and 6% of them maintain 1 day stock.

11. 62.5% retailers come to know about new plans through “DSR” and remaining 37.5% of
the Retailers come to know through “company sms on demo & advertising”.

12. 92% retailers expect that the DSR to visit their outlet twice a week, 18% of the Retailers
expect the to visit Daily

K.L.S,Institute Of Management Education And Research Page 47

SUGGESTIONS

1. According to finding no 1, majority(90%) retailers have all operators including Reliance ,

So as compared to Airtel it is one step behind in some areas like service in prepaid cards, So it
should improve in that area.

2. It shows that Reliance is not moving as much as Airtel, so it must improve its service in
case of “Providing Advertisement material, “special SMS offers” etc.

3. Accordingly, Reliance has good network but not as much as Airtel, So if it want to be as a
leader in the telecom market it must improve it’s network.

4. Reliance has fewer sales of promotional materials as because it doesn’t have offers &
cannot maintaining CRM as compared to Airtel so it should see to take corrective actions.

5. It is observed that, Airtel is the nearest competitor to Reliance because of it’s good service
and good offers, So in case to become a market leader then it must provide on time service and
attractive offers.

6. More no of retailers said that the DSR visits “Twice in a week ” and some retailers also said
that he visits “Alternate Day” and “Once a week”, So Reliance must overcome this problem
through offering some kinds of claims and trade promotions towards both customer and retailer
oriented.

7. 62% of the retailers said that they are not satisfied with Reliance advertising material, So it
should take to overcome language discrimination problem.

8. All retailers do not have that much of permanent place for any telecom company, so for this
problem Reliance Company should provide small wooden frame to put Reliance tariff plans,
company posters and other kinds of materials.

9. Majority of the retailers said that “Brand image” is the factor that influences less to the
customer; So Reliance company must take responsibility to improve through providing good
service, good offers and maintaining good CRM practices.

10. 20% retailers don’t get adequate supply of promotional materials, So for that Reliance
Company should take some actions on it’s distribution channel through it’s channel manager to
provide sufficient POP materials.

K.L.S,Institute Of Management Education And Research Page 48

 CONCLUSION
Indian economy is an emerging one and is growing very fast in market competition level among
telecommunication services providers. New players are coming who will necessarily intensify
the competition. New products and new schemes are being offered by the telecom service
providers. The need for large information capacity has grown tremendously due to the demand of
real time information.

To conclude, from my study in Reliance Communication service in

Belgaum city it was found that few of the retailers are not happy with Reliance brand because it
has not providing on time services, SMS rates, new schemes & offers and also not able to
provide some kinds of trade promotions to retailers oriented as compared to competitors like
Airtel, DoCoMo, and Idea.
64% of the retailers are happy with Reliance network,&
their creative advertising supply of promotional materials through DSR and advertising materials
(Posters, Banners etc) because their visibility is less as compared to other competitors.
Finally, I conclude that Reliance Communication in Belgaum city will be one of the
leading telecom operator in Belgaum.

K.L.S,Institute Of Management Education And Research Page 49

QUESTIONNAIRE

Dear Sir/ Madam

I introduce myself as Amar Masekar pursuing MBA at Karnatak Law Society’s, Institute of
Management Education & Research Belgaum. As a part of curriculum, I have to undergo this
Project which I am doing at Reliance Telecommunication Belgaum. My project is on
“MARKET REACH & AVAILIBILITY OF RELIANCE COMMUNICATION GSM
service IN BELGAUM CITY”
I request you to kindly answer the ensuring questions and support me in completing my project

Name of the outlet : ……………………………………………………………………

Owners name : ……………………………………………………………………
Address:……………………………………………………………………
…………………………………………………Telephone:………………………………

1) Which all operators have presence in your outlet?

a)Vodafone b)Airtel c)Idea d)Docomo e)Reliance f)Aircel g)BSNL h)Uninor i)Virgin

2) Which brand do you promote the most?

a)Vodafone b)Airtel c)Idea d)Docomo e)Reliance f)Aircel g)BSNL h)Uninor i)Virgin and
why……………………………………………………………..

3) How do you rate Reliance network?

a)Good b)Very good c)Excellent d)Medium

4) Which is the highest selling brand in your outlet?

a)Vodafone b)Airtel c)Idea d)Docomo e)Reliance f)Aircel g)BSNL h)Uninor i)Virgin

K.L.S,Institute Of Management Education And Research Page 50

 5) Are you satisfied with the point of purchase material (advertising material) that you are
getting?
a)Yes b)No ……..if no , why?.........................................................

6) Can you allot a permanent place for point of purchase material (POP) in your outlet for
Reliance Telecommunication company?
a)Yes b)No

7) According to you what is the factor that influences customer the most?
a)Good network b)Brand image c)Tariff d)Creative advertising

8) What suggestion would you give Reliance communication so that it become a market
Leader?
a)Increase POP (advertisement) b)Better Service
c)any other specify(___________________________________________

8) What type of point of purchase (advertising) materials do you expect from the company?
a)Posters b)Banners c)Danglers d)Wobblers e)Buntings f)Campaign poster g)Shelf
strips h)Tariff charts

9) Do you get adequate supply of PRC,E-TOP & SIM CARDS of Reliance ?

a)Yes b)No

10) What is the stock norm that you maintain in your outlet?
a) 1 day stock b) 2 day’s stock c) 3 day’s stock d) 4 day’s stock e) 5 day’s stock
f) 6 day’s stock g) Week

11) How frequently does the Reliance DSR visit your outlet?
a)Daily b)Alternate day
c) Twice a week d) Once a week

12) How would you come to know about the new plans?

K.L.S,Institute Of Management Education And Research Page 51

a) Advertisements b) DSE c) company sms on demo

13) How frequently do you expect the DSR to visit your outlet?
a) Daily b) Alternate day
c) Twice a week d) Once a week

I thank you for sparing us your valuable time and filling up the questionnaire.

THANK YOU.

BIBLIOGRAPHY

PORTALS / WEBSITES

WWW.Reliance.Com

OTHER MEDIA / SOURCES

1. Market Research Text Book by Tull Dell Hawkins.

2. Marketing Management Text Book by Philip Kotler.
3. Questionnaire.

K.L.S,Institute Of Management Education And Research Page 52

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