A

Research Project Report

On
A STUDY OF CONSUMER PREFERENCE OF
MOBILE SERVICE IN MEERUT

SUBMITTED IN THE PARTIAL FULFILLMENT OF THE REQUIREMENTS

FOR THE AWARD OF THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

from

Uttar Pradesh Technical University, Lucknow

(2012-2014)

SUBMITTED TO: SUBMITTED

BY
Dr. PK GHOSH Deepak
Tyagi
Director (MBA) MBA IV Sem
IIMT Management College Roll No.:
1207270031
Meerut

1
IIMT Management College,
Meerut

2
 DECLARATION

I Deepak Tyagi hereby declare that the Project Report conducted at Reliance
Communication , Meerut.

Is my original work and the same has not been submitted for the award of any other
degree/ diploma/ fellowship or other similar titles or prizes.

Place: Meerut Deepak Tyagi

3
 PREFACE

1.

A project is a scientific and systematic study of real issues on a problem with the
application of management concept and skills. The study can deal with small or big
sues in any division of an organization. It can be case study where a problem has
been dealt with, through the process of management. The essential equipment of a
project this that, it should contain scientific collection of data, analysis and
interpretation of data leading to valid conclusion.

Project is an essential part in Master of Business Administration curriculum. It

enables the student to share the real experience in industry & Market. My project
has placed in Market Research. The topic of my project tends to give a sharp picte
of the CDMA segment of the Reliance Telecom industry. I hope, this study can be of
some help to the Reliance telecom industry of his product and service .

4
 ACKNOWLEDGEMENT

I would like to express my deep felt thanks to Mr. mohit rawal for giving me an
opportunity to undertake, this Market research in Reliance Communication.
Dr. P.K. Ghosh (Director) of IIMT MANAGEMENT COLLEGE, Meerut for
their valuable guidance.
Last but not the least I would like to acknowledge the Dealer, Retailers and
respondents who gave me invaluable help and cooperation during the training
period.

5
 EXECUTIVE SUMMARY

My topic of this project is a study of consumer preference of mobile service in

Meerut so related to that topic I explained those thing which I have done on the
organization where I worked. Main objective of the study of this project is to
understanding the market of CDMA and analyzing the data. Reliance
Communications is one of India's largest providers of integrated communications
services. The company has more than 20 million customers and serves individual
Consumers, enterprises, and carriers, providing wireless, wire line, long distance, voice,
data, and internet communications services through a number of operating subsidiaries.

The company sells communications and digital entertainment products and services
through its chain of Reliance Web World retail outlets. The Reliance Communications is
part of the Reliance - Anil Dhirubhai Ambani Group. RCOMM cellular ltd. An Anil
Ambani Group of cos. Is very fast catching up with the market by providing
cheaper calling rates.

Reliance is a telecom sector of both prepaid and postpaid connection.. That deals with
the different type of telecom marketing works like, sim card, mobile set ,electricity,etc.
in the area of Meerut.There are a lot of telecom industry in India but when we are
talking about the Reliance CDMA connection , there is only one single company who
first launched the CDMA set for the public of India. So Reliance is playing as a vital
role not only the Meerut but even is in about the all over the Country.

Reliance Communication Serve both the GSM and CDMA service to its customers. In
my training I had gone through the CDMA segment. During my training I gone through
a comparative study of Rim and other CDMA telecom services like Tata Indicom and
Virgin. Tata Indicom gives a tough competition to break the monopoly of RIM in The
CDMA Market.

6
This Project aimed as a study of consumer preference of mobile service in
Meerut is directed towards exploring the relationship between retailers and
distributors. The market survey also focus on the problems that the retailers face in
Reliance CDMA . A structured questionnaire was used to find out the views of retailers
regarding executive visits, availability of products, psychological and behavioral
aspects, offers for them etc.

Feed back form is also used to find out the problems of the retailers.

7
 CONTENTS:-

CHAPTER 1: BRIEF STUDY OF

RELIANCE COMMUNICATION..8-26

CHAPTER 2: INTRODUCTION TO THE TOPICS.27-60

: Prepaid Plans and tariffs

: Wide range of Handset

: SWOT Analysis of Reliance

CDMA Segment

CHAPTER 3: OBJECTIVE OF THE STUDY 62

RESEARCH METHODOLOGY63-65

CHAPTER 4: DATA ANALYSIS AND

INTERPRETATION...66-91

LIMITATIONS

FINDINGS

SUGGESTIONS

CONCLUSIONS

BIBLIOGRAPHY

ANNEXURE

8
 CHAPTER - 1

BRIEF STUDY OF RELIANCE COMMUNICATION

9
 1. Company Profile

1.1 The Journey

The Reliance Group, founded by Dhirubhai H. Ambani (1932-2002), is India's largest

private sector enterprise, with businesses in the energy and materials value chain.
Group's annual revenues are in excess of US$ 30 billion. The flagship company,
Reliance Industries Limited, is a Fortune Global 500 company and is the largest private
sector company in India. And the Reliance Telecomm sector which we well know as
Reliance communication.Reliance enjoys global leadership in its businesses, being the
largest private telecom sector of India

Major Group Companies are Reliance Web world , Reliance energy and Reliance
communication..

1.2 DHIRUBHAIS DREAM

Late Dhirubhai Hirachand Ambani built Reliance from

scratch to be in the reckoning for a place in the Global Fortune 500 list. This
achievement is even more significant due to the fact, that the entire growth was
achieved in an organic manner and in a span of just 25 years.Dhirubhai was not just
firmly rooted in traditional Indian values, but was also a quintessentially modern man
the man of the new millennium. This was clearly reflected in his passion for mega-sized
projects, the most advanced technology and the highest level of productivity.

10
The corporate philosophy he followed was short simple and succinct

Think big. Think differently. Think fast. Think ahead. Aim for the best. He
inspired the Reliance team to do better than the best not only in India but also in the
world. Dhirubhai Ambani, Founder Chairman of the Reliance Group, employed
telephone as a powerful tool of communication. He used telephone to defeat distance, to
compress time, to remain a breast of events. He was acutely aware of the power of the
information and communications. He would often say: make the tools of info-com
available to people at an affordable cost, they will overcome the handicaps of illiteracy
and lack of mobility.He wanted a telephone call to be cheaper than a postcard. This, he
believed, would transform every home, empower every Indian, remove the roadblocks
of opportunity and demolish the barriers that divide our society. Dhirubhai Ambani was
of the conviction that infocomm would energize enterprises, galvanize governance,
make livelihood an enjoyment, learning an experience and living an excitement.

Reliance Infocomm is a fascinating outcome of this powerful conviction. It is a major

initiative to translate his inspiring dream into reality.

1.3 About 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

11
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 Indias capital markets, and 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 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 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.

12
1.4 BUSINESS

Indias leading integrated telecom company

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 Indias leading integrated telecommunication company with over 80
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 Ambanis 70th birthday, was
among the initial initiatives of Reliance Communications. It marked the auspicious
beginning of Dhirubhais 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.

13
1.5

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).

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

private sector information and Communications Company, with over 80 million
subscribers. It has established a pan-India, high-capacity, integrated (wireless and wire
line), convergent (voice, data and video) digital network, to offer services spanning the
entire infocomm value chain.

Other major group companies Reliance Capital and Reliance Infrastructure are
widely acknowledged as the market leaders in their respective areas of operation.

Reliance Mutual Fund

Reliance Energy Ltd.

Reliance Communications
Harmony

14
 Reliance Anil Dhirubhai Ambani Group
Reliance Life Insurance

Reliance Portfolio Management Service

Reliance General Insurance

Reliance Big Entertainment

1.6

Anil D. Ambani

Regarded as one of the foremost corporate leaders of contemporary India, Shri Anil D
Ambani, 48, is the chairman of all listed companies of the Reliance ADA Group,

15
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 Ambani joined Reliance in 1983 as Co-Chief Executive Officer, and was
centrally involved in every aspect of the companys management over the next 22 years.
He is credited with having pioneered a number of 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
rise over US$ 2 billion. He also steered the 100-year Yankee bond issue for the
company in January 1997.

Birthplace : Mumbai, India

Date of Birth : June 4, 1959

Fathers Name: Dhirubhai Hirachand Ambani

Mothers Name: Kokilaben Dhirubhai Ambani

Education:

Bachelor of Science, University of Bombay

MBA from The Wharton School, University of Pennsylvania, USA

16
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, Ahmadabad

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.

Named amongst The Power 50 Indias 50 most powerful decision makers in

Politics, Business & Finance by Business Barons in August 1999.

Selected by Asia week magazine for its list of Leaders of the Millennium in
Business and Finance and was introduced as the only new hero in Business
and Finance from India, June 1999.

17
 Conferred the Businessman of the year 1997 award by Indias leading business
magazine Business India in December 1997.

1.7

Shri Anil D. Ambani - Chairman

Prof. J Ramachandran

Shri S.P. Talwar

Shri Deepak Shourie

Shri A.K.Purwar

1.8

Organizations, like individuals, depend for their survival, sustenance and growth on the
support and goodwill of the communities of which they are an integral part, and must
pay back this generosity in every way they can...

This ethical standpoint, derived from the vision of the founder, lies at the heart of the
CSR philosophy of the Reliance ADA Group .While they strongly believe that the
primary obligation or duty as corporate entities is to their shareholders we are just as
mindful of the fact that this imperative does not exist in isolation; it is part of a much

18
larger compact which we have with our entire body of stakeholders: From employees,
customers and vendors to business partners, eco-system, local communities, and society
at large. They evaluate and assess each critical business decision or choice from the
point of view of diverse stakeholder interest, driven by the need to minimize risk and to
pro-actively address long-term social, economic and environmental costs and concerns.

For them, being socially responsible is not an occasional act of charity or that one-time
token financial contribution to the local school, hospital or environmental NGO. It is an
ongoing year-round commitment, which is integrated into the very core of our business
objectives and strategy. Because we believe that there is no contradiction between doing
well and doing right. Indeed, doing right is a necessary condition for doing well.

1.9

We will leverage our strengths in executive complex global-scale projects to make

leading edge information and communication services affordable by all individual
consumers and businesses in India. We will offer unparalleled value to create customer
delight and enhance business productivity. We will also generate values for our
capabilities beyond Indian borders while enabling millions of Indias knowledge
workers to deliver their services globally.

1.10 MILESTONES

2008:

19
 January 12
Reliance Communications receives Start-up GSM Spectrum.

January 16
Yahoo partners with Reliance Communications to provide Yahoo
One Search for its CDMA and GSM customers.

January 31
RCOMM's Q 3 Net Profit increases by 48.5% and Revenues Up by
29.8 %. Remains the most profitable Telecom Company in India.

February 4
Reliance Communications offers Lifetime Validity at Rs 199.
RCOMs subsidiary Infratel files Draft Red Herring Prospectus with
SEBI.

February 14
RCOM in partnership with CanvasM launches Multiplayer Mobile
Games.

February 19
HDFC Bank ties up with RCOM, turns every Reliance Mobile into a
credit card.

February 27
Reliance Communications consolidates Global Telecom Business
under Business Globalcom. Reliance Communications forays into
International Mobile Market with GSM License in Uganda.

March 27
Corporation Bank Launches Banking Services on Reliance Mobile
World.

20
 April 1
Reliance Communications forays into IT space, launches Reliance
Technology Services Company.

April 9

RCOM launches Educational Portal on Reliance Mobile Phones.

April 25
Reliance Globalcom unit Reliance Infocom BV, Netherlands
acquires Global WiMAX Operator eWave World.

April 29
Reliance Communications Announces Unlimited Free STD calls .

April 30
Reliance Globalcom Launches Passport Global SIM
RCOM's Net Profit up by 70.8% to Rs 5,401 crore.

May 12
Reliance Communications and Alcatel form Joint Venture to offer
Managed Network Services to telcos across the globe.

May 26
Reliance Globalcom acquires UK based VANCO Group Limited.

July 22
Reliance Communications Mobile Subscriber base crosses 50
Million.

2007:

21
 January 10
Reliance Communications adds a record 1.4 million subscribers in
Dec 06.

January 18
Reliance Communication launches unique "Simply 2030" plan on
Reliance Hello.

February 16
Reliance Communications offers best value on roaming.

March 6
Reliance Communications ushers in Virtual Global Conference
Network.

March 7
DHIRUBHAI AMBANI THE MAN I KNEW By KOKILABEN
Book on Founder Chairman launched.

March 8
Reliance Communications launches Roam Jamaica on Reliance
Mobile.

March 26
Booking train ticket from Reliance Mobile Phones becomes more
easy now with ITZ Cash Cards.

22
 April 6
Reliance Communications acquires 1.2 million subscribers in March
2007.

April 11
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.

April 30
RCOM first listed Indian Telecom Company to reward shareholders.

May 2
A Classic Bonanza Reliance Communications unveils handsets @
Rs 777.

May 9
RCOM bags West Bengal E-Governance Project.

May 10
Reliance sets a new record, one million Classic handsets sold in just
one.

May 12
Reliance Communications slashes rate to US and Canada. It's now
just Rs 1.99 per minute.

May 14
Reliance Communications launches Classic Color Bonanza Color
handsets @ Rs 1234.

23
 May 17
RCOM kick starts worlds fastest and largest rural infrastructure
rollout on World Telecom Day.

May 18
Reliance Communications Launches Lifetime Validity Recharge @
Just Rs.499.

May 22
RCOM slashes roaming rates by as much as 70 percent.

May 25
Reliance Communications launches unlimited calling.

June 5
RCOM hosts seminar on Emerging Trends in Mobile Applications
Development.

June 6
Reliance Communications adds 1.4 million new mobile subscribers
in May2007.

June 6
Reliance Classic' Makes Music - FM Radio Phones Launched at just
Rs.1888.

June 27
Reliance World, BIMTECH & Philadelphia University unveil
Executive Program in Retail Management (EPRM).

24
 June 28
Reliance Communications ties up with Cisco to launch Business
Internet Services for SMEs in Pune.

July 7
RCOM and QUALCOMM Collaborate on CDMA2000 Expansion.

July 12
Reliance Communications awards Alcatel-Lucent a Next-Gen
network expansion contract.

July 12
Reliance Communications awards Huawei all IP Next-Gen network
expansion contracts.

July 19
RCOM announces sale of equity stake in its Tower Company-
Reliance Telecom Infrastructure Limited.

July 19
RCOM's AGM on Reliance Mobile World.

July 23
Reliance Communications launches Passport Calling Solutions.

July 25
RCOM join hands with Yatra.com for air and hotel bookings.

August 31
Reliance Communications, the official global partner for the first
edition of ICC Twenty 20 World Cup Championship 2007 in South
Africa unveils the coveted Trophy in Mumbai and announces Dhoni -
Dhanadan Pack.

25
 September 9
Reliance Communications launches Money Transfer on Reliance
Mobile Phones.

September 10
RCOM launches Blackberry 8830 World Edition Smartphone
'Bloomberg Professional' now on Reliance Mobile.

September 11
Reliance Communications ties up with Sulekha.com to offer local
search on Reliance Mobile World.

September 18
Strategic partnership with Vanco.

October 3
Reliance Communications announces Classic Celebrations- Classic
Handset sales top 10 million- Color Handset @ Rs.999.

October 20
Reliance Communications to launch nationwide GSM Services under
existing Unified Access Service Licenses.

October 22
Reliance Communications brings 'Durgotsav Live' Video cast on
mobile.

26
 November 7
Reliance Communications Launches 'Diwali Dhamaka'.

November 15
RCOM launches Rural Mobile Application Contest.

November 16
Fair & Lovely Scholarship on Reliance Mobile World is winner at
MMA awards, USA.

November 27
FLAG and Glass House ink landmark partnership.

December 11
Reliance Communications adjudged Worlds Top CDMA Operator at
the Global CDMA Industry Achievements Awards Fete.

December 20
Reliance Communications completes Yipes acquisition.

December 24
RCOM announces special offers for Christmas and New Year.

27
 1.11 ORGANIZATIONAL SET
(Reliance Communication Limited)
CHAIRMAN

PRESIDENT PRESIDENT PRESIDENT

(Enterprises Business) (Home Business) (Personal Business)

SENIOUR V.P

V.P

GM

DGM

AGM

SENIOR MANAGER

MANAGER

DEPUTY MANAGER

28
CHAPTER 2

29
 Prepaid Plans And Traffis

Wide Range of Handsets

Swot Analysis

2.1 THE Power Of Prepaid

Discover the power of prepaid. No more headaches of paying monthly rents, or the
shock of running up huge bills. The prepaid plans are specifically designed to suit each
and every budget which offer a wide choice of plans with economical tariff rates.

Recharge Vouchers

Vouchers(Rs.) Benefit Validity

24 100 Minutes for calls to any 15 Days

30
 local Reliance Mobile*
200 Minutes for calls to any
40 30 Days
local Reliance Mobile*
44 100 Minutes for all localcalls 15 Days

Talk
TimeValidity
for Days

Simply
pay per
Second 58

NA365All STD, Roaming, Local calls @ 1p /sec

Local call rates

Same Network 1p/Sec
Other Network 1p/Sec

31
STD call rates
Same Network 1p/Sec
Other Network 1p/Sec

National Roaming
All Local & STD Outgoing calls 1p/Sec
All Incoming calls 1p/Sec

SMS Charges
Local 50p/SMS
National 50p/SMS
International Rs 5

VAS charges
R World network usage 5p/10kb

Promotional Total
Vouchers(Rs.) Talk time(Rs.)
Talk time(Rs.) Talk time(Rs.)
10 7.07 Nil 7.07
20 16.13 Nil 16.13
30 25.20 Nil 25.20
50 43.33 Nil 43.33
100 88.66 NIL 88.66
200 181.32 18.68 200*

32
300 271.99 28.01 300*
400 362.65 37.35 400*
500 453.31 46.69 500*
*Note - Applicable for all circles except Delhi circle.

Night Pack

Vouchers(Rs.) Benefit Validity

Unlimited FREE calls to any local Reliance
Lite-Night Pack 29 30 Days
Mobile between 11pm-6am
Unlimited FREE calls to any local Reliance
Bright-Night Pack 59 Mobile & 50% off on all other calls between 30 Days
11pm-6am

Note:
Night calling Packs
Timing : Between 11pm to 6am

Night Calling packs are specially made for all SIMPLY Reliance plans of
GSM/CDMA subs only

- Lite-Night Pack - Available to all ...pay per min, pay per sec & pay per call
customers.
- Bright-Night Pack - Available to ...pay per min, pay per sec customers only.

Free calling is applicable to both Reliance CDMA & Reliance GSM Mobiles.

Day call rates:

- Lite-Night Pack - All calls during day and all other calls except calls to local
Reliance Mobile during night will be charged as per the tariff applicable to the
subscriber.
- Bright-Night Pack - All calls during day will be charged as per the tariff
applicable to the subscriber.

33
Weekend Masti Pack

Benefit Validity
Vouchers(Rs.))
Unlimited FREE calls to any local Reliance Saturday-
Weekend Masti Pack 33
Mobile during Weekend Sunday(2 days)

Note:

Weekend Masti Pack

Timing : From 0000hrs of Saturday to 2400 hrs of Sunday

Free calls applicable to both Reliance CDMA & Reliance GSM Mobiles.

All other calls except calls to local Reliance Mobile during weekend will be
charged as per the tariff applicable to the subscriber.

Free calls applicable only for 1 weekend(Sat-Sun) after recharging with weekend
pack.

34
Top up Cards

Promotional Total
Vouchers(Rs.) Talk time(Rs.)
Talk time(Rs.) Talk time(Rs.)
10 7.07 Nil 7.07
20 16.13 Nil 16.13
30 25.20 Nil 25.20
50 43.33 Nil 43.33
100 88.66 NIL 88.66
200 181.32 18.68 200*
300 271.99 28.01 300*
400 362.65 37.35 400*
500 453.31 46.69 500*

*Note - Applicable for all circles except Delhi circle.

35
 Double Dhamaal Recharge Offer:
The following recharge denominations offer full TT + Bonus Free Local mins to
our customers

Offer valid for all recharges on these MRPs in the month of November( i.e from
1st Nov 2010 to 30th Nov 2010.
Validity of TT and Bonanza Offer:
Circle MRP( Rs.) free Local TT (Rs.) Bonus Free
Minutes Local Minutes
AS, AP, BH, CH, DL, GJ, 51 3 days 51 51
HR, HP, JK, KT, KL,
121 7 days 121 121
MH, NE, PJ, RJ, TN,
UPE, UPW 251 15 days 301 301
52 3 days 52 52
MP, OR, KOL, WB, MU 121 7 days 121 121
251 15 days 301 301
Talk time and minutes will be deducted as per the pulse rate of the subscriber's base
plan.
The talktime can be used for all calls except ILD and VAS
The validity days includes the day of recharge

For only Kerela GSM customers

Freedom 99/Jaadu Pack 99
Pack /MRP Any Local / National / Roaming SMS Validity

36
Freedom 99/ Jaadu 99
Pack (All Local Reliance As per existing Customer SMS plan 30 days
to Reliance Calls Free)
Freedom 29 Pack As per existing customer SMS Plan 5 days

For all subscribers except from Delhi

Pack /MRP Any Local / National / Roaming SMS Validity
1p Pack /Rs 19 +At 1p/SMS ( For first 500 SMS / Day) 30 days*
+Rs10talktime & 500 SMS/day with Daily Rental
Daily Pack /Rs 14 1 day**
of Re 1
Monthly Pack /Rs 39 +500 SMS/day 30 days***

How to Subscribe
E-Recharge with Rs 19 or SMS ACT SMS1P to 53739 or GSM subscriber - press
*777*4# to activate.
E-Recharge with Rs 14 or SMS ACT SMSDD to 53739 or GSM subscriber - press
*777*5# to activate.
E-Recharge with Rs 39 or SMS ACT SMSPACK to 53739 or GSM subscriber - press
*777*6# to activate

Note
* 1P Pack - Post 30 days validity the pack will be auto renewed
** Daily Pack - One time recharge of Rs 14(Rs 10 talktime inbuilt) after which auto-
renewed daily with rental of Re 1/day as long as the subscriber has sufficient a/c balance.
***Monthly Pack - Post 30 days validity the pack will be auto renewed.

37
+From 20thAug'10 onwards, all new Sms Pack subscribers shall not get the pack benefits
on 5 mentioned Blackout Days. For referring to the Blackout Days for your circle please

Click here
These packs are meant for individual & non commercial usage. Reliance communication
reserves the right to discontinue the service is case of any misuse or if used for commercial
purposes.

For Delhi subscribers :- Any Local / National / Roaming SMS Validity

Pack /MRP
1p Pack /Rs 26 +At 1p/SMS ( For first 500 SMS / Day) 30 days*
+Rs10talktime & 500 SMS/day with Daily
Daily Pack /Rs 14 1 day**
Rental of Re 1
Monthly Pack /Rs 56 +500 SMS/day+ 30 days***

How to Subscribe
- E-Recharge with Rs 26 or SMS ACT SMS1P to 53739 or GSM subscriber - press
*777*4# to activate.
E-Recharge with Rs 14 or SMS ACT SMSDD to 53739 or GSM subscriber - press
*777*5# to activate.
E-Recharge with Rs 56 or SMS ACT SMSPACK to 53739 or GSM subscriber - press
*777*6# to activate

For only Kerela GSM customers

Freedom 99/Jaadu Pack 99

Pack /MRP Any Local / National / Roaming SMS Validity
Freedom 99/ Jaadu 99 As per existing Customer SMS plan 30 days
Pack (All Local Reliance

38
to Reliance Calls Free)
Freedom 29 Pack As per existing customer SMS Plan 5 days

For all subscribers except from Delhi

Pack /MRP Any Local / National / Roaming SMS Validity
1p Pack /Rs 19 +At 1p/SMS ( For first 500 SMS / Day) 30 days*
+Rs10talktime & 500 SMS/day with Daily Rental
Daily Pack /Rs 14 1 day**
of Re 1
Monthly Pack /Rs 39 +500 SMS/day 30 days***

How to Subscribe
E-Recharge with Rs 19 or SMS ACT SMS1P to 53739 or GSM subscriber - press
*777*4# to activate.
E-Recharge with Rs 14 or SMS ACT SMSDD to 53739 or GSM subscriber - press
*777*5# to activate.
E-Recharge with Rs 39 or SMS ACT SMSPACK to 53739 or GSM subscriber - press
*777*6# to activate

For Delhi subscribers :-

Pack /MRP Any Local / National / Roaming SMS

1p Pack /Rs 26 +At 1p/SMS ( For first 500 SMS / Day) 30 days*
+Rs10talktime & 500 SMS/day with Daily
Daily Pack /Rs 14 1 day**
Rental of Re 1
Monthly Pack /Rs 56 +500 SMS/day+ 30 days***

39
How to Subscribe
- E-Recharge with Rs 26 or SMS ACT SMS1P to 53739 or GSM subscriber - press
*777*4# to activate.
E-Recharge with Rs 14 or SMS ACT SMSDD to 53739 or GSM subscriber - press
*777*5# to activate.
E-Recharge with Rs 56 or SMS ACT SMSPACK to 53739 or GSM subscriber - press
*777*6# to activate.

40
2.9 R- Services

State-of-the-art services

Times have changed. No longer is a telephone merely a device one uses to talk.
Reliance Mobile offers you a host of value-added services that make your phone
experience altogether different, convenient and so very easy.

Voice mail service:

A 24-hour personal call answering service.

Call waiting:
Callers no longer have to get irritating engaged tones if you are talking on your Reliance
Mobile phone. Call waiting allows you to receive an incoming call even while you are
already speaking to another caller.

Call hold:
Allows you to put an ongoing call on hold while you make a second call.

Call divert:
Allows you to divert calls within your short-distance calling area (SDCA).

3-way call conferencing:

Allows you to set up a conference call between three persons from your mobile handset.

41
CLIP
CLIP (Caller Line Identification Presentation) enables you to see the number of the
caller when you receive a call.

CLIR
CLIR (Call Line Identification Restriction) enables you to block the display of your
own number on a called person's phone.

International SMS
Enables you to send, receive, reply and forward simple text messages to friends,
relatives and business associates across the world.

2.10Roaming

Network travels with you

Traveling is an integral part of life in todays world. When you are on the move, keep in
touch with business associates, friends and your loved ones through Reliance Mobiles
roaming service, which offers excellent coverage in and outside India. You can be sure
to enjoy the best coverage, wherever you go.

National Roaming:
Stop costly roaming. Start National roaming all over the country, at zero rentals with
Reliance Mobile.

Now Go Roaming at Zero Rent

42
Roam the length and breadth of India. Reliance National Roaming lets you make and
receive calls with zero rent. Send and receive SMS and retrieve voicemails from
anywhere outside your home circle, at nominal rates.

What's more, you get the same 24-hour customer care with a single toll-free number,
from anywhere in the country.

You enjoy:

Roam across 7000 cities & towns

Reliance National Roaming facilitates you roam across close to 7000 cities & towns in
the following telecom circles:

Andhra Pradesh, Bihar (including Jharkhand), Delhi NCR, Gujarat, Haryana, Himachal
Pradesh, Karnataka, Kerala, Madhya Pradesh (including Chhattisgarh), Maharashtra and
Goa, Mumbai, Orissa, Punjab, Rajasthan, Tamil Nadu, Chennai, West Bengal, Kolkata,
UP-East and UP-West (including Uttaranchal).

Sr.No Circle Service Area

1. Andhra Pradesh Entire State.

2. Bihar Bihar & Jharkhand.

3. Delhi Local areas served by Delhi, Ghaziabad,

Faridabad, Noida & Gurgaon Telephone
Exchanges.

4. Gujarat Gujarat (including Union Territory of Daman

and Diu.Silvassa (Dadra and Nagar Haveli)).

5. Haryana Entire State (Not including: Local areas served

by Faridabad & Gurgaon Telephone Exchange).

6. Himachal Pradesh Entire State.

7. Karnataka Entire State.

8. Kerala Entire State plus the Union Territory of

Lakshadweep and Minicoy.

43
9. Madhya Pradesh Madhya Pradesh & Chhattisgarh

10. Maharashtra Maharashtra including Goa (Not including:

Local areas served by Mumbai, Navi Mumbai
& Kalyan Telephone Exchanges).

11. Mumbai Local areas served by Mumbai, Navi Mumbai

& Kalyan Telephone Exchanges.

12. Orissa Entire State.

13. Punjab Entire State (including Union Territory of

Chandigarh).

14. Rajasthan Entire State.

15. Tamil Nadu Tamil Nadu including Union Territory of

Pondicherry (Not including: Local areas served
by Chennai Telephone District, Maraimalal.
Minjur & Mahabalipuram Telephone
Exchanges).

16. Chennai Local area served by Chennai Telephone

District, Maraimalal Nagar Export Promotion
Zone (MEPZ), Minjur & Mahabalipuram
Exchanges.

17. West Bengal West Bengal including State of Sikkim and

Union Territory of Andaman and Nicobar
Islands (Not including: Kolkata Metro Service
Area).

18. Kolkata Kolkata Metro Service Area.

19. UP (East) Entire Area covered UP (E) including

Boundary Districts towards UP (W):
Shahjahanpur, Farrukabad, Kanpur & Jalaun.

20. UP (West) Entire Area covered by UP (W) including

Uttaranchal and Boundary Districts towards UP

44
 (E): Pilibhit, Bareilly, Dadaun, Etah,
Mainpuri& Etawah (Not including: Local areas
served by Ghaziabad & Noida Telephone
Exchanges).

Reliance World Roaming:

Now roam across 242 countries and 535 GSM and CDMA networks with your Reliance
number.

45
2.11 Calling Cards

The world just a call away

Reliance Global Call Card

The Reliance Global Calling Card is available in 9 denominations - Rs. 47, Rs.115,
Rs.125, Rs.225, Rs. 575, Rs.699, Rs.1,130, Rs.1,900, Rs.2250. You can make ISD calls
from any Reliance phone, be it postpaid (Reliance Mobile / Fixed Wireless phone) or
Reliance Mobile prepaid.

The Reliance Global Calling Card also gives you exceptional voice clarity and superior
calling experience, all at exceptionally attractive rates.

Reliance STD Call Card

The prepaid Reliance STD Calling Card offers very affordable rates for local and
national long distance (NLD) calls. This is a rechargeable account-based prepaid card
that can be used from Reliance phones (Reliance fixed, fixed wireless and mobile -
postpaid or prepaid) only and cannot be used from a PCO. With this card, NLD calls
can be made even from Reliance phones without an NLD facility.

This voucher is available in Reliance World or Reliance Communications outlets as well

as prepaid retail outlets. The cards are available in denominations of Rs. 95, Rs.115,
Rs.125, Rs.225, Rs.250, Rs. 280, Rs.650, Rs. 675 and Rs. 875

46
CURRENT HANDSETS:

Compare

Samsung SCH-B209

65000 CSTN color

Samsung SCH-B339 display
Spice C810
FM Radio and FM Large Phonebook (1000
1.3 Megapixel camera recording entries)
MP3 and FM radio 65000 CSTN color Reliance Mobile World
display
262K colors 32 polyphonic ringtone
Reliance Mobile World
Bluetooth
32 polyphonic ringtone

Samsung Muzik F219 Samsung Mpower TV Samsung Mpower NX2

47
 Large 2.2" TFT display
MP3 Player -Dedicated in 262000 colors.
Media key
1.3 Megapixel camera
Internet Browser
VGA Camera with Video Recorder
1.3 Megapixel Camera
Expandable Memory High Quality MP3
upto 2GB Music & Video Player Player, FM & Bluetooth.
Media Player Expandable upto 16 GB Internet Browser through
WAP 2.0

Samsung Mpower 309

Samsung Mpower
Muzik Samsung Mpower 569 1.3 Megapixel camera
Display 176 x 220 pixels 2 Megapixel camera MPEG4,MP3 player and
Radio
1.3 Megapixel camera MPEG4,MP3 player
Expandable Memory up
FM Radio Expandable Memory up
to 4 GB
to 4 GB
MP3 player
Bluetooth 2.0
Bluetooth 2.0

48
BlackBerry 8230
Sure Type Keypad
2 Megapixel camera
Email & Text Messaging
IM applications like MSN etc
BlackBerry Pearl 8130
Sure Type Keypad
2 Megapixel camera
Email & Text Messaging
IM applications like MSN etc
BlackBerry 8530 BlackBerry Curve
(New) 8330
Qwerty Keypad Qwerty keypad
Wifi Enabled 2 Megapixel camera
New Trackpad Navigation Email & Text Messaging
Email and Text Messaging IM applications like MSN etc
BlackBerry Tour 9630
CDMA + GSM networks
compatible
3G Enabled
3.2 Megapixel Camera
Seamless Roaming
49
Blackberry 8703e Blackberry 8830 Blackberry Curve Bleu 476x

Classic 135 Blackberry Pearl Classic 205 Classic 161

Classic 231 Classic 261 Classic 632 Classic 701

50
 Classic 702 Classic 703 Classic 731 Classic 762

CoolPad188 CoolPad 288 CoolPad 289 Fly V80

Fly V80i HTC Libra S720 HTC Touch Diamond 3051 HTC Wave

P3000

51
 LG10000 LG 3000 LG 3100

LG 3500

LG 3510 LG 3600 LG 3610

LG 6100

52
 LG 6600 LG 8000 LG 9100

LG 9800 Moto Razr V3M Motorola V9M

Motokrzr K1M Motorola W355 Motorola W362 Motoslvr

L7C

Nokia 1325 Nokia 2505 Nokia 6088 Nokia 6265

53
Samsung 2On Samsung Duos Touch Samsung Guru Muzik

Samsung
Max Samsung Mpower 309 Samsung Mpower 569

Samsung Mpower Muzik Spice C810

54
B) OLD HANDSETS:

BLACK & WHITE HANDSET

55
C) Color Handset

56
57
D) Color Handset with camera

58
E) Video Camera Phone

F) PDA Colour phone

59
SWOT ANALYSIS OF RELIANCE CDMA PREPAID

SWOT analysis is a basic, straightforward model that provides direction and serves as a
basis for the development of marketing plans. It accomplishes this by assessing an
organizations strengths (what an organization can do) and weaknesses (what an
organization cannot do) in addition to opportunities (potential favorable conditions for
an organization) and threats (potential unfavorable conditions for an organization).
SWOT analysis is an important step in planning and its value is often underestimated
despite the simplicity in creation. The role of SWOT analysis is to take the information
from the environmental analysis and separate it into internal issues (strengths and
weaknesses) and external issues (opportunities and threats). Once this is completed,

60
SWOT analysis determines if the information indicates something that will assist the
firm in accomplishing its objectives (a strength or opportunity),

Performing SWOT analysis involves generating and recording the strengths,

weaknesses, opportunities, and threats relating to a given task.

SWOT analysis can provide:

A framework for identifying and analyzing strengths, weaknesses, opportunities and

threats

Strengths : attributes of the organization those are helpful to

achieving the objective.

Weaknesses: attributes of the organization those are harmful to achieving

the objective.

Opportunities: external conditions those are helpful to achieving the

objective.

Threats: external conditions that is harmful to achieving the objective.

SWOT analysis can be used for all sorts of decision-making, and the SWOT template
enables proactive thinking, rather than relying on habitual or instinctive reactions.

61
 STRENGTH WEAKNESS

Brand Image Distribution Problem

Low Cost handset All retailers are not aware of new
Exciting tariff plans scheme of RIM CDMA

Fast Activation Process Lack of sales promotion and

Network advertisement
Retailer doesnt get claim at proper
Connectivity
time
Data GPRS
Late Reporting of DSR
3G Services

OPPORTUNITY THREATS

Rural Telephony New Entrants

Competitors` Vulnerabilities Exciting new schemes of competitors
New Specialist Application Changing Market Demand
Lack of communication between
retailers and distributor

62
 CHAPTER 3

RESEARCH

METHODOLOGY

OBJECTIVES OF THE STUDY

The main objective of the doing the projects are-

Understanding the organization

Awareness of the dynamic environment of the organization
Identifying the peoples thought on CDMA set of Reliance
To identify the company position among competitors

63
 Relationship between Distributor & Retailers
To find out the basic problems of retailers
To find out the performance of Distributor
Relationship between Retailers & customers
Responsibilities of the Marketing Managers
How datas are to be collected from the field
Analysis of data
Finding results

3.1 RESEARCH DESIGN

It is the arrangement of conditions for collections and analysis of data in a

manner that aim to combined relevance to the research purposes with economy
in procedure.

64
It is a conceptual structure within which research is conducted; it constitutes
the blue print for the collection, measurement and analysis of data.

Exploratory study design has been conducted for this study.

3.2 SAMPLING METHOD

I had employed random sampling method for the collection of data. A random sample
gives every unit of the population a known and non-zero probability of being selected.

Since random sampling employees equal probability to every unit in the population it is
necessary that the selection of the sample must be free from human judgments. We have
taken a sample size of 240 retailers spread across the city of Meerut.

3.3 SORUCES OF DATA

Research is totally based on primary data. Secondary data can be used only for the
reference. Research has been done by primary data collection, and primary data has
been collected by interacting with various Retailers and Customer. The secondary data
has been collected through various journals and websites.

3.4 SURVEY INSTRUMENT

A structured questionnaire was used to collect data. The questionnaire consists of

different parts to gather information on the different variables under considerations. The
questionnaire is the best instrument for the survey in this case because, for a correlation
study the sample sizes have to be very large as it is quantitative in nature, so surveying
so many people with personal interviews or observations would be next to impossible.

65
With questionnaires, no responses of the respondents can be missed out. It gives more
time to the respondents to think and then give the answers. And it is a quicker and
cheaper way to conduct the survey. Questionnaires can be conducted in any
environment, with minimum influence of the outside environment. Questionnaires also
have the advantage of keeping the personal details of the respondents confidential. A
sample of the questionnaire has been attached in the appendix 1.

3.5 PRESENTATION OF DATA

The data collected is then coded in the tables, charts and diagrams to make the things
presentable and more effective. The results are shown by tables, charts & diagrams
which will help me out in easy and effective presentation and hence results are being
obtained.

3.6 SAMPLE SIZE

The data is collected randomly irrespective of the category of the retailers in the form of
questionnaire and the sample size is 240 respondents. Due to time constraint the
sample size is small.

3.7 DURATION OF STUDY

The study was carried out for a period from 04th Jan 2011 to 28th Feb 2011.

3.8 LIMITATIONS OF THE STUDY

The research will be conducted in a limited area.

The internet information can be irrelevant.
Time will be a major constraint
The respondent will be limited so cannot be treated as a whole population.
The respondent may be biased.

66
67
 CHAPTER - 4

DATA ANALYSIS

&

INTERPRETATION

4.1 Market Mapping and data interpretation of the database which is collected with the
help of Feed back form and attached in the Annexiure.Data has been collected through
the retailers of different areas of Meerut

The areas that I had covered are:-

(A) KANKAR KHERA

68
(B) PL SHARMA ROAD

(C) BEGUM BRIDGE

(D) HASTINA PUR

(E) LAL KURTI

4.2 DATA INTERPRETATION OF THE FEED BACK FORM

Market share of CDMA in Meerut

The above figure shows that in Meerut Reliance CDMA is still more popular than Tata
Indicom and virgin as RIM captures around 45% Of telecom CDMA market whereas
Virgin Mobile and Tata Indicom Caputers 20% and 35% market respetively.

69
In my market Research of Reliance CDMA Prepaid segment I collect the above data
from different telecom retailers of different areas of Meerut like KANKAR KHERA.
The retailers are categorized (A,B,C,D)on the basis of their monthly revenue by trading
in Reliance Mobile (both e-recharge and recharge coupons). For example, A category
for revenue above 70,000, B for 40,001 to 70,000, C for 15,001 to 40,000 and D up to
15,000

70
The revenue generated by the retailers in the RIM prepaid segment is more in between
Rs 15000 to Rs 40000. The above data shows that Main Road generates more revenue
than other area.The revenue generation is quite low in other area as 48% shows the C
category ,and only 10% belongs to A category ie.;more tham Rs 70,000.

71
In case of Handset the retailers had more collection of Handset of Rim in their
stock

From the above data it is already clear that the retailers have more stock of handset of
RIM in Comparison to Indicom and Virgin. For Example:- The retailers of Main road
and Ratu road keep around 165 and 160 respectively Handset of RIM whereas the stock
of Tata and Virgin is about 116 and 125.The above Graph shows the amount of
Handset which the retailers keep in their stock .Its is quite clear that the CDMA handset
of RIM is popular than other CDMA like Indicom and Virgin as 52% Handset is
captured by RIM and 32% is by TATA Indicom and the rest 16% is by Virgin
Mobile.This shows that the demand for

Reliance Handsets is more in the market but its competitors are not much behind
especially Tata Indicom.

72
 Annexure included.

4.3 INTERPRETATION OF QUESTIONNAIRE

1. Do you deal in Reliance CDMA?

(A) YES (B) NO

I found the monopoly of Reliance CDMA in the market of Meerut.

The above chart justifies the statement. This is because according to the
above chart mostly ie ; 90% retailers deal in the reliance CDMA and a very less
percentage ie; only 10% retailers doesnt give preference to Reliance CDMA segment.

73
 2. From when you are connected with Reliance CDMA?

(A) 0 To 6 months ( B) 6 months to 1 year

(C) More than 1 year

Above chart clears that 60% retailers are connected with this network for more than 1
year while 30% retailers are dealing with Reliance CDMA in between 6 months to 1
year .There is also a segment of new entry of retailers those lies in between 0-6 months ,
it means that 10% of new retailers are added to this network.

74
 3. Do you like the service of Reliance CDMA ?

YES NO

According to this graph 73% retailers are satisfied with the service of Reliance CDMA
and only 23% retailers are having some problems with this particular network.

75
4. Which type of problems do you face with Reiance CDMA?

(A) Service Level (B) Claim Level

(C) Product Availability (D) Product Awareness

From this survey the problems faced by the retailers have been highlighted.According
to this chart 39% of retailers have the claim problem that includes late payment of
OTAF, and late payment of compensation on rejected coupons or their commission. And
service level problem like late visit of DSR , is being faced by 31% retailers . 18% and
12% retailers faced the problem of Lack of product avability on time and the awareness
of new product or plan in the market.

76
5. From where you came to know about the new plans launched in the market?

A) DSR B). By messaging service C).

Advertisements D). By other retailers

The above graph shows that retailers mainly know the new launched plans through the
SMS by the company as the graph points 50% towards By Messaging service, and 11 %
through advertisements and 33 % from the DSR and a very few 6% from the other
retailers

77
6. What is the frequency of visit of executives from Reliance?

(A) 5 days in a week (B) 3 days week

(C) 2 days in a week (D) Once in a week

The service provided by the Executives of Reliance CDMA is quite good as 38%
executives visit the retailers in 5 days in a month and 29% visits thrice a month whereas
20% twice a month and only 13% executives visit once in a month.

78
 7. What amount of revenue you generate from Reliance Mobile monthly?

(A) 0-10,000 (B) 10,000-30,000

(C) 30,000-60,000 (D) <60,000

The above graph shows that RIM gives good revenue to its retailers.38% lies in the
range of 10,000-30,000. 26% shows the revenue between 30,000 60,000 and 24%
shows the revenue above 60,000.

79
8. Which factors persuade retailers for sale of RCOMM products?

(A) Customers Demand B) Incentives given by

Reliance Mobile (C) Just

for increasing product range

The study reveals that 36% of the retailers admits that they sells the RCOMM products
because they are demanded by the customer while 34% of them are tempted by the
incentives given by the company and 34% sells them just for increasing product range.

80
9. How much satisfied are you with the process of getting your queries or problems
resolved?

(A) Very Satisfied (B) Satisfied

(C) Neutral (D) Dissatisfied

(E)Very Dissatisfied

36% of retailers were satisfied with the process of getting their queries or problems
resolved. 28% were dissatisfied, 24% were neutral to this issue whereas 8% and 4%
were very satisfied and very dissatisfied respectively.

81
10. Do you deal in reliance handsets?

(A) YES (B) NO

The percentage of keeping handset is quite low as only 40% retailers prefer to keep the
handset in their stock. Mostly that is around 60 % retailers only deal in E- recharge and
coupons.

82
11. No. of RIM handset available in your Stock?

(A) 0-5 (B) 5

(B) 6-10 (C) >10

It was found from the survey that out of the telecom retailers who deals with Reliance
Mobile about 54% kept Reliance handsets between 0-5 . 26% of them kept 5 sets
while 12% and 8% of them maintains stock between 6 to 10 handsets and above 10 sets
respectively.

83
12. No. of handset of competitors of RIM in your stock?

(A) 0-5 (B) 6-10

C) 11-15 (D) >15

About 58% of the telecom retailers dont deals in other brands of CDMA handsets other
than Reliance. Some of them dont deals in handsets of any brand at all. 24% of retailers
kept up to 5 sets of other brands while 12% of them maintain stock between 6 to 10
handsets.

84
 LIMITATIONS

No project is without limitations and it becomes essential to figure out the

various constraints that we underwent during the study. The following points

in this direction would add to our total deliberations:-

1. During the study, on many occasions the respondent groups gave us a

cold shoulder.

2. The respondents from whom primary data was gathered any times

displayed complete ignorance about the complete branded range, which

was being studied.

3. Lack of time is the basic limitation in the project.

4. Some retailers/wholesellers refuses to cooperate with the queries.

5. Some retailers/wholesellers gave biased or incomplete information

regarding the study.

6. Money played a vital factor in the whole project duration.

7. Lack of proper information and experience also because hurdle for me.

8. Some retailers did not answer all the questions or do not have time to

answer.

85
 FINDINGS

BRAND IMAGE

Saying about the Brand Image Reliance had a very strong Image thats help the
Reliance Cdma to capture the market. In my training I found that mostly prefer this
Brand because of its good image.

COMPETITORS

In the Meerut market it has been observed that Reliance Mobile is the leader in the
CDMA Telecom market, giving a tough competition to the other brads like Tata Indicom
and Virgin. Reliance Captures around 63% of market in Cdma segment.

Incentives provided to Retailers: -

All the retailers are dealing in all services i.e. providing Recharge Voucher, SIM, and
Tariff Voucher of all the cellular service companies present in Meerut zone. Also most
of them provide only pre-paid connection.which I found during my training is that the
incentives provided to the retailers by other telecom companies is better than RIM like
Indicom gives incentives to the retailers for display which rim doesnt provide.

VISIBILITY

I have found that the visibility i.e. the hoardings, signboards, display of Reliance Mobile
were very low in comparison to other telecom companies.In comparison to other
Reliance Prefer less in their Visibilty in the market so its an weak point of Reliance .

TARIFF PLANS

86
It has been observed that, with the past record that Reliance India Mobile is always low
in tariff rates. It is cheapest in cost with regard to other competitors in the market for
local; calls as wall as STD calls. For instance Reliance Mobile provides unlimited local
callings from R2R trough the tariff of Rs. 249 with a validity of 1 month whereas the
same benefit is provided by Tata Indicom at Rs.256.

Problems faced by the retailers

Late payment of OTAF

No compensation for expired voucher or rejected coupons

Late payment of Price protection money to retailers

Late reporting of DSR

Satisfaction: -

Most of the retailers i.e. around 74% of respondents are satisfied with RCOMM brand,
10% of them push RCOMM brand to the customer and rest 16% retailers are not
satisfied with RCOMM brand due to claim pending and the distributor. The retailers
dont get schemes communicated in time by distributor and distributor does not provide
RCV & e-Top proper.

87
 SUGGESTIONS

On the basis of extensive study and research, here are some recommendation and
suggestionwhich may help the company to market the product and service more
profitabilityand increase its share in the Telecom market.

PROMOTIONAL ACTIVITIES

The plus point of Reliance is its Brand Image . RIM has its monopoly in the CDMA
Market. So The Company should Take steps to maintain its image and should pay
attention towards the Advertisement & promotional campaign .The visibility of
Reliance mobile should be maintain in the market by the company.

OCCASIONAL DISCOUNT

The company may go for occasional discount offers or price off from time to time
specially during any festival. Off season discount may also prove helpful to check
fluctuating sales.

PRODUCT QUALITY AND TECHNICAL FEATURES

As for as some hand set mobile product quality is concerned, there is an urgent need of
technical up gradation of Reliance mobile product line. It would be beneficial for

88
company to launch some colors mobile hand set with the some added feature and
minimum price.

89
Solve the problem of Retailers
The retailers act as a medium between the customers and the company so the Problems
of the retailers should be solved so that theyalways remain satisfied with the company
and give their best to increase the sale of the company.

SALES PROMOTION

Cash discount

Premiums

Appointment of sale promoter

Financial schemes

90
 CONCLUSION

MY Study for this project is Current Situation - Market Research of Reliance CDMA
so related to that topic I m going to explain these thing which I have done on the
organization where I worked. The need for large information capacity has grown
tremendously due to the demand of real time information. Telecommunication has now
become a major information transmission system and telecom has undoubtedly emerged
as the most important industry in India Today there are two major standards for cell
phone technology. CDMA andGSM. Reliance Communications is one of India's largest
providers of integrated communications services. The company has more than 20
million customers and serves individual consumers, enterprises, and carriers, providing
wireless, wire line, long distance, voice, data, and internet communications services
through a number of operating subsidiaries. The company sells communications and
digital entertainment products and services through its chain of Reliance Web World
retail outlets. The Reliance Communications is part of the Reliance - Anil Dhirubhai
Ambani Group.

Reliance Communication Serve both the GSM and CDMA service to its customers. In
my training I had gone through the CDMA segment.
Reliance CDMA is the brand which is highly popular and demanded in the market. In
other words it can be said it is the leader in the market. Brand image is made by the high
quality adequate service, quality product, and proper advertising of the product and
services.

Capturing a large market of CDMA the new entrants like VIRGIN, and TATA
INDICOM gives a tough competition to Reliance . The retailers are moving towards
another brand due to the reasons of mainly late payment of Otaf and delaying in paying
compensation to the retailers for the rejected voucher. Addition to this the retailers also
face the problem of late visit of DSR.

But due to its monopoly and cheap wide range of handset as well as low tariff rates,
Reliance CDMA is still hav its own position in the market which is giving a tough
competition to its competitors.

91
 BIBLIOGRAPHY

BOOKS:

Kotler Philip Marketing Management Analysis, Planning,

Implementation & Control, 9th Edition, Prentice Hall of India Pvt. Ltd.
1997.

Kothari C.R. Research Methodology Methods and Techniques, 2nd

revised edition, New Age International (P) Ltd. 2004.

Ramaswamy V.S. & Namakumari S Marketing Management -

Implementation & Control, 3rd edition, Macmillan India Ltd. 2002.

WEBSITES:

www.google.co.in

www.rcom.com

www. wikipedia.com

92
 ANNEXURE:

QUESTIONNAIRE FOR CUSTOMER

COUNTER NAME ..

AREA: ..

CONTACT NO. ..

1. Do you use Reliance CDMA?

(A) YES (B) NO

2. From when you are connected with Reliance CDMA

(A) 0 To 6 months (B) 6 months to 1 year

(C) More than 1 year

3. Do you like the service of Reliance CDMA?

(A) YES (B) NO

4. Which type of problems do you face with Reiance CDMA?

A) Service Level (B) Claim Level

(C) Product Availability (D) Product Awareness

5. From where you came to know about the new plans launched in

93
 the market?

A). DSR B). By messaging service

C). Advertisements D). By other retailers

6. What is the frequency of visit of executives from Reliance?

(A) 5 days in a week (B) 3 days week

(C) 2 days in a week (D) Once in a week

7. What amount of revenue you generate from Reliance Mobile

monthly?

(A) 0-10,000 (B) 10,000-30,000

(C) 30,000-60,000 (D) < 60,000

8. Which factors persuade retailers for sale of RCOMM products?

(A) Customers Demand B) Incentives given by Reliance Mobile

(C) Just for increasing product range

9. How much satisfied are you with the process of getting your

queries or problems resolved?

(A) Very Satisfied (B) Satisfied

(C) Neutral (D) Dissatisfied

(E)Very Dissatisfied

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