PROJECT REPORT

ON

“TO STUDY THE PROBLEMS FACED BY RETAILERS OF

RELIANCE COMMUNICATION OF JAMMU CITY”

A report submitted to MAHANT BACHITTAR SINGH COLLEGE OF

ENGINEERING AND TECHNOLOGY, BABLIANA

in partial fulfillment of

MASTER OF BUSINESS ADMINISTRATION

Under the Guidance of: Submitted by:

Guide : Mr. Sharik Sood Roll. No: 261-MBA-09

Territory Sales Manager Batch: 2009-2011

Cluster Office Reliance Semester: 3RD (Marketing)

Narwal Bye Pass, Jammu University Of Jammu

Reliance Communication, JAMMU(J&K)

 PREFACE

All the learning’s in our MBA course is practice oriented. However, hands-on
experience in the corporate world during our course is very necessary to be able to
test the ability and extent of learning of the student before fully entering the
corporate world.

The two months training which I underwent at Reliance Communication was a

wonderful learning experience. I was assigned with the project “TO STUDY THE
PROBLEMS FACED BY RETAILERS OF RELIANCE COMMUNICATION OF
JAMMU CITY”

With the guidance and suggestions provided by Mr. SHARIK SOOD, my Industry
Guide, I started my project by doing market analysis which involved research work
pertaining to the retailer analysis.

In this report I have explained what I undertook based on research and my personal
experience. I have also tried to understand business relations with the market
developers, business strategies, and ethics and work compliance in an industry as a
part of my study.

Reliance Communication, JAMMU(J&K)

 ACKNOWLEDGEMENT

It is my proud privilege to express a deep sense of gratitude and regard to my guide

Mr.SHARIK SOOD (TSM). His initiative , keen interest , expert and valuable

guidance at every step provided a constant source of inspiration and

encouragement to me for intensive studies in the subject. I am deeply indebted to

him.

I am very much thankful from bottom of my heart for precious contribution

of Mr. SATISH BAKSHI (ZSM), who provided his best help in undergoing our

training programme.

Reliance Communication, JAMMU(J&K)

 DECLARATION

I here by declare that project work “TO STUDY THE PROBLEMS FACED BY

RETAILERS OF RELIANCE COMMUNICATION OF JAMMU CITY” is an

honest attempt , to put entire finding on actual data gathered through personal

investigation with the managers, employee, retailers and market report of the

Company.

The work presented is my original piece of work and not been submitted to any

other place for any degree or diploma.

I also declare that all information gathered by me was during the course of project

at reliance communication Ltd.

DATE :

PLACE:

Reliance Communication, JAMMU(J&K)

TABLE OF CONTENTS

EXECUTIVE SUMMERY

CHAPTER 1: INTRODUCTION

o COMPANY PROFILE

o ACHIEVEMENTS OF THE ORGANIZATION

o VISION

o MISSION

o PERSONNEL

o OBJECTIVES

o ORGANISATIONAL STRUCTURE

o CONCEPT OF RELIANCE COMMUNICATION

o MARKET OVERVIEW

CHAPTER 2:

o CHALLENGES BEING FACED BY RCOM

o SWOT ANALYSIS OF RELIANCE COMMUNICATION

o STRATEGIC WEAPON OF RELIANCE

o ADVERTISING & PROMOTION STRATEGIES

o LAUNCHING STRATEGIES

Reliance Communication, JAMMU(J&K)

CHAPTER – 3: RESEARCH OBJECTIVES &METHODOLOGIES

RESEARCH OBJECTIVE

SOURCES OF INFORMATION

SCHEMES & PRODUCTS

RESEARCH METHODOLOGIES

CHAPTER 4: DATA ANALYSIS & INTERPRETATION

o DATA INTERPRETATION & FINDING OF RETAILER SURVEY

o MARKET SHARE OF MOBILE SUBSCRIBERS

CHAPTER 5: CONCLUSIONS

o CONCLUSION

o FINDINGS

CHAPTER 6: SUGGESTIONS

APPENDIXES

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 o QUESTIONNAIRE

o BIBLIOGRAPHY

EXECUTIVE SUMMARY

These days’ organizations are looking forward to obtain competitive edge over their competitors through
highly developed employee skills, distinctive organizational cultures, management processes and systems
which are in contrast to traditional emphasis on transferable resources such as equipment that can be
purchased any time by the competitors.

In RELIANCE also much work is done to develop the Marketing competencies so as to have better
results. In this context a part from the various departments the Marketing sales department has got a
crucial role to play.

During the initial phase I tried to study the Swot analysis of reliance communication with competitior.
For this I had to go to different Retailers and find out what actually they think of the services given by the
company.

The research conducted with the objective to judge the impact of marketing on sales for Reliance gave me
the opportunity to obtain feedback from the retailers both permanent and temporary, thereby analyzing it
and finally obtaining the imperative decision.

Similarly as a part of my schedule, I not only analyzed the SWOT analysis for RELIANCE but also got a
chance to meet different retailers and know what are the problems they are facing and how we can solve
their problems. I also analyzed the Channel distribution of R.R ENTERPRISES and got to know how
communication flow from retailer to consumer. Thus the task was not only restricted in the perview of
interaction with the retailers but also providing an insight about understanding the channel distribution.

Thus the induction programe followed by the associate manual not only makes the employees familiar
with the company but also make them enthusiastic to face challenges and motivate to work for the growth
of the organization.

Then I analysed the data collected through a survey done on retailers. The data collected has been well
organized and presented. Hope the research findings and conclusions will be of use. It has also covered

Reliance Communication, JAMMU(J&K)

why people are not happy with the service provided by the salesman. The advisors can take further steps
to approach more and more people and indulge them for taking their advices.

The whole task was manual and interactive, giving me a chance to have a word with the customers.

COMPANY PROFILE

About Sh. Dhirubhai Heerachand Ambani (the founder of the company)

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 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 patronised by a small club of elite
investors which dabbled in a handful of stocks.

Undaunted, Dhirubhai managed to convince a large number of first-time

Reliance Communication, JAMMU(J&K)

 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 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.

The second son of a school teacher, Dhirubhai was born in 1932 in the village of
Chorwad in Gujarat in circumstances that can best be described as modest. Driven
by hardship and want, he had to drop out of school early.

In 1949, at the age of 17, he went to Aden (now Yemen) in search of opportunity,
and worked as a dispatch clerk for A. Besse & Co. A couple of years later, the
company became a distributor for Shell products and Dhirubhai was promoted to
manage the company’s oil-filling station at the port of Aden. It was here that he
dreamed of setting up and owning a refinery, which he later realized with his
petrochemicals venture.

He returned to India in 1958 to launch his first business venture, a spice trading
company named Reliance Commercial Corporation.

In 1962, Dhirubhai identified an emerging opportunity in yarn trading and shifted to

the new business. Three years later, he changed the name of his company to
Reliance Textile IndustriesLimited.

In 1966, he purchased land in Naroda, Gujarat, to set up a textile mill. In 1975, a

technical team from the World Bank recognised the Naroda mill as one of the best
composite textile mills in India and certified it as ‘excellent even by developed
country standards’.

In 1977, the company went public.

At the time of the Reliance Textiles IPO, participation in the Indian capital markets
was largely limited to a small but influential elite which dabbled in a handful of
stocks. The great majority of India’s middle class chose to stay away. Dhirubhai’s

Reliance Communication, JAMMU(J&K)

decision to prefer the capital markets over banks as the primary source of funding
for his ambitious expansion plans, was as daring as it was unprecedented.

In the event, The Reliance IPO was an unlikely success. Against all odds, Dhirubhai
managed to convince a sufficiently large number of sceptical middle class investors
to put their money, and faith, in what was then a small, relatively unknown
company.

The subsequent growth and success of Reliance and its philosophy of generously
rewarding shareholders rapidly gave Dhirubhai an iconic status in the Indian
financial markets.

Under Dhirubhai’s charismatic leadership, the Annual General Meetings (AGM) of

Reliance took on the character of large public spectacles. Typically held in large
public arenas, and attended by thousands of adoring shareholders, the Reliance
AGM became a day to remember in the annual corporate calendar of India. In 1986,
the Reliance AGM held in Cross Maidan, Mumbai, was attended by as many as
30,000 stockholders—a record in India’s corporate history.

By the mid-80s, Dhirubhai had become something of a living legend, widely hailed
by peers and critics alike as one of the greatest corporate visionaries in the history
of post-Independent India.

But Dhirubhai was never one to rest on his laurels. In the early 80s, he had taken
the first important step in strategic backward integration for Reliance with the
commissioning of the Patalganga plant which initially manufactured polyester
filament yarn and polyester staple fibre.

In 1991, he set up Reliance Hazira, for the manufacture of petrochemicals—the next

link in the backward integration chain. At the time, Reliance Hazira represented the
single largest investment made by a private sector group in India at a single
location.

Meanwhile, Dhirubhai had firmed up plans of setting up a massive grassroots

refinery—the next big leap in his overall strategic roadmap for Reliance. Conceived
as the world’s largest grassroots refinery at the time, Jamnagar in Gujarat was to
have an annual capacity of 27 million tonnes.

In the face of formidable challenges, including a massive cyclone that flattened the
project site mid-way through construction, Reliance commissioned the Jamnagar
facility in 1999. It was a fully integrated refinery, complete with a dedicated port
and a captive supply of power.

The refinery was not only commissioned ahead of schedule, but also set up at a
cost that was significantly lower than the prevailing global benchmark for a project
of such magnitude.

Reliance Communication, JAMMU(J&K)

It was one of Dhirubhai’s great dreams in life to see ordinary Indians enjoy the
enormous economic benefits of being able to access affordable yet world class
telecommunications infrastructure. He wanted Reliance to spearhead a
communications revolution that would dramatically cut down the cost of
connectivity, and propel India into the digital age. His ultimate ambition: To make
the cost of a phone call cheaper than that of a post card. It was therefore entirely
logical for Reliance to enter the telecommunications space when the sector was
opened up for private participation in the 1990s.

The rest, as they say, is history.

Today, Reliance Communications is India’s largest information and communications

services provider with over 20 million subscribers, and offers the full range of
integrated telecom services—at prices that are, by far, the lowest anywhere in the
world.

Dhirubhai left for his heavenly abode on July 6, 2002.

ACHIEVEMENTS OF THE ORGANIZATION

2009

January 12
Rcom launches GSM services in delhi

January 31
All new reliance mobile GSM connections come with lifetime validity at a nominal charge

February 5
Reliance GSM service in J&K

February 13
Company launches 50 min STD pack in 35 Rs. on GSM

Reliance Communication, JAMMU(J&K)

 February 26
Rcom launches voice-based mobile navigation service.

February 28
Rcom adds 3.3.-mn. Wireless customers in feb.

March 10
Rcom adds record 11 m subscribers

March 13
Rcom unveils new wireless net service

March 25
Rcom post-paid services for in U.P & Uttarakhand.

June 1
Rcom signs Hrithik Roshan as brand ambassador

June 11
Rcom to offer BlackBerry services for Rs. 299

2008

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.

February 4
Reliance Communications offers Lifetime Validity at Rs 199 , RCOM’s subsidiary Infratel files Draft
Red Herring Prospectus with SEBI

February 5
Reliance Mobile strengthens its religious content portfolio on Mobile by tie-up with Sadhana TV

February 19
HDFC Bank ties up with RCOM, turns every Reliance Mobile into a credit card
March 3
Reliance Communications drops prices of Internet Data Cards

Reliance Communication, JAMMU(J&K)

March 27
Corporation Bank Launches Banking Services on Reliance Mobile World
April 25
Reliance Globalcom unit Reliance Infocom BV, Netherlands acquires Global WiMAX Operator eWave
World
April 30
Reliance Globalcom Launches Passport Global SIM ,RCOM's Net Profit up by 70.8% to Rs 5,401 crore
May 26
Reliance Globalcom acquires UK based VANCO Group Limited
July 22
Reliance Communications Mobile Subscriber base crosses 50 Million
2007

January 10
Reliance Communications adds a record 1.4 million subscribers in December ‘06
February 2
Reliance Communications’ market capitalization tops Rs 1 lakh crore ( 1 trillion rupees or 24.39 billion
US dollars) on Bombay Stock Exchange
February 26
Search Jobs & Classified Ads from Reliance Mobile World - Reliance Communications ties up with
Naukri.com
March 6
Reliance Communications ushers in ‘Virtual Global Conference Network’

March 19
Demerger of Passive Infrastructure division Reliance Communications & Reliance Telecom approved
by the Bombay High Court
March 26
Booking train ticket from Reliance Mobile Phones becomes more easy now… with ITZ Cash Cards
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

Reliance Communication, JAMMU(J&K)

April 30
RCOM first listed Indian telecom company to reward shareholders
May 12
Reliance Communications slashes rate to US and Canada. It's now just Rs 1.99 per minute
May 22
RCOM slashes roaming rates by as much as 70 percent
July 19
RCOM announces sale of equity stake in its Tower Company-Reliance Telecom Infrastructure Limited
July 25
RCOM join hands with Yatra.com for air and hotel bookings
August 20
RCOM offers 'Live Mandi Prices' on Reliance Mobile World
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
September 9
Reliance Communications launches Money Transfer on Reliance Mobile Phones
September 10
RCOM launches BlackBerry 8830 World Edition Vodafonephone
'Bloomberg Professional' now on Reliance Mobile
December 11
Reliance Communications adjudged World’s Top CDMA Operator at the Global CDMA Industry
Achievements Awards Fete
2006

January 1
Reliance Infocomm launches "One Nation, One Tariff" to enable Reliance IndiaMobile prepaid users to
call anywhere in India at Re one per minute.

January 19
Reliance Demerger adds record Rs.55, 000 Crore to shareholder wealth

January 23
TIMES NOW launched on Reliance Mobile Phones, making it the world’s first TV channel to be
launched on a mobile phone.

Reliance Communication, JAMMU(J&K)

March 06
Reliance Communications Ventures Ltd. (RCVL), India's leading integrated telecommunications
company, a member of the Reliance - Anil Dhirubhai Ambani group, lists on the Bombay Stock
Exchange and National Stock Exchange.

March 21
Reliance Infocomm introduces R World in Hindi to become the world's first operator to offer mobile
data services in more than one language on the same handset. This will make it possible for millions of
Indians to access the popular R World with hundreds of every-day-use applications in the national
language.

March 23
Reliance-Anil Dhirubhai Ambani Group signs up Indian cricket's whiz kid and heartthrob of millions
Mahendra Singh Dhoni as the brand ambassador for Reliance Communications Ventures Ltd.

April 27
Reliance Communications launches India’s first Talking Message Service (TMS) enabling its mobile
users to send voice messages to not only other mobiles but also fixed wireless phones (FWP) and
landlines

Reliance Communication, JAMMU(J&K)

2005

June 26
Anil Ambani appointed Chairman of Reliance Infocomm

July 30
Air Deccan and Reliance WebWorld join hands to offer air ticket booking facility at Reliance
WebWorld

September 06
Reliance Infocomm tied-up with the Bombay Stock Exchange to make available live stock quotes on
its mobile phones.

November 22
Reliance Infocomm joins hands with Indian Airlines to offer India's first mobile booking of domestic
airline ticket.

2004

April 05
Reliance IndiaMobile introduces International Roaming facility to 172 countries, 300 networks

May 27
Reliance Infocomm receives the Most Promising Service Provider of the Year 2003 (Asia Pacific)
award at the Asia Pacific Technology Awards instituted by Frost & Sullivan.

September 6
Mukesh D. Ambani, Chairman, Reliance Infocomm, receives Voice & Data "Telecom Man of the
Year" award

September 9
Introduces Railway Ticket booking from R World data applications suite of Reliance IndiaMobile

October 12
Mukesh Ambani voted the world’s most infuential telecom person by UK-based publication Total
Telecom. P e rc e n ta g e

October 19
Reliance Infocomm bags4 0 the CDMA Development Group's 3G CDMA Industry Achievement Award
for International Leadership
35
30
2003
25
February 14 20 P e rc e n ta g e
Launches Reliance Web World in top 16 cities.
15
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10
5
0
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