CHAPTER 1

INTRODUCTION

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INTRODUCTION:Marketing:
Marketing is a process that starts with anticipating customers needs and ends at delivering satisfaction to
them. For successful completion of the process, information is needed at every step. As the business grows,
the market becomes more and more separated from the customer. The research plays very useful role in
providing information to form basis for decision in marketing management.
Communication is one of the most important aspects of the growth of Indian society and culture. The
population of India is more than hundred crore. Telecommunication sectors are booming now because of
they are saving their times & communication is easy all the location. The transmission of signals over a
distance for purpose of communication is also important. It provides business, money and market stability in
the world.
In India telecom sectors are contributing to Indias flourishing economy. The major revenue is getting Indian
economy from telecom sectors. The telecommunication sector opportunities in India assure a transparent,
safe, and secured ambiance for the telecom market. The opportunities in the Indian telecom sector is
increasing at a massive pace with introduction of newer and innovative schemes in various sectors and at
present the telecom sector in India is claimed to be one of the major contributors on Indias flourishing
economy.
It gave an opportunity to understand the Reliance subscribers in a better way. It also made me to know the
reasons as to why they choose particular service provider and their reasons of dissatisfaction with the service
provider. Besides, that it also gave me information about the perception of the customers about the brand
and the attributes and why they were so important to them. The survey consisted of desk research about the
service provider and direct interviews with the customers of Reliance which consisted of both open and
close ended questions. The direct interview were done with the help of questionnaire,
World telecom industry is an uprising industry, proceeding towards a goal of achieving two third of worlds
telecom connections. Over the past few years information and communications technology has changed in a
dramatic manner and as a result of that world telecom industry is going to be booming industry.
The world telecommunication market is expected to rise at 11 percent compound annual growth rate at the
end of year 2010. The leading telecom companies like AT&T, Vodafone, Verizon, SBC communications,
Bell South, and Quest communications are trying to take the advantage of this growth. These companies are
working on telecommunication fields like broadband technologies,
EDGE (Enhanced Data rates for Global Evolution) technologies; LAN WAN inter networking, optical
networking, and voice over internet protocol.

[2]

Thus marketing research supplies the much needed information for arriving at decision in marketing
functions. So it shall be seen that marketing research and marketing management carry symbiotic
relationship as information which is output of one is the input for the other.
Definition of Marketing Research:
Marketing research may be defined as the systematic gathering, recording, and analyzing of data about
problems relating to the marketing of goods and services under essentially non-recurring.
Marketing research may be defined as the objective and formal process of systematically obtaining
analyzing and interpreting data for actionable decision making in marketing.
Importance of Marketing Research:
After the change of era from a sellers market to a buyers market the need was felt to get the information on
the needs and preferences of the consumer. The most valuable aspect of the situation was to get the right
product to the right person at the right place with also the right price. Besides, it was also necessary to get
the feedback from the customers whether they are getting optimum satisfaction and thus continue to make
changes in marketing mix, so that consumers remain loyal to the product forever. In turn, the whole task
requires entrepreneurial flair and skill which ultimately calls for marketing research. Thus marketing
research is a very useful tool in enhancing the decision making ability of the marketer in the dynamic
environment of today.

Role of Marketing Research:

Marketing research provides the right information at the right time in right place and to the right person,
which is vital in decision making. It facilities decision making regarding the various marketing mix
elements, viz. product, price , place and promotion. For any organization whether it is a large firm, small and
medium firm, non profit institution, or a government organization, systematic study of their market would
be very useful in decision making. For larger firms, market research would facilitate the laying out of
planning and corporate strategies. For small and medium firms, marketing research can reveal its various
weaknesses in the case of non profit institutions like educational institutions and manufacturers
associations, marketing research may come out with automatic information which presently is very much
lacking and hampers their growth.

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Advantages of Marketing Research:

Marketing research is used to measure market potential, characteristics of the market and market share for a
particular brand or company.
1. It helps in obtaining information that could help to formulate short- range and long range forecasts.
2. Companies can use marketing research to evaluate new product opportunities and its acceptance, and
to test exisiting product relative to competitors products.
3. Marketing research helps to make better advertising decisions.
4. It is also helpful to evaluate the effectiveness of marketing activities and to call attention to the
presence of a potential problem.
5. Marketing research is very helpful in plotting questionnaires to test comprehension, positioning
charts, the memory factors, etc.

Definition Customer Satisfaction:

Codotte, woodruff and Jenkins (1987) define customer satisfaction as conceptualized as a feeling
developed from an evaluation of the experience.
Kotler (2003) that customer satisfaction is a persons feeling of pleasure or disappointment resulting from
comparing a products perceived performance in relation to his or her expectation.

Factors of Customer Satisfaction:

1. The way the service handled any problem friendliness of staff how sympathetic staff were to your
needs speed of enquiries number of time had to contact the service measuring customer satisfaction.
2. Organizations are increasingly interested in retaining existing customer while targeting non
customers: measuring customer satisfaction provides an indication how successful is the organization
at providing products and / or services to the market place.
3. Customer satisfied is an ambiguous and abstract concept and the actual manifestation of the state of
satisfaction will vary from person to person and product/ service to product/ service.

Purpose of Consumer Satisfaction

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"Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty." Customer
satisfaction data are among the most frequently collected indicators of market perceptions. Their principal
use is twofold:
1. Within organizations, the collection, analysis and dissemination of these data send a message about
the importance of tending to customers and ensuring that they have a positive experience with the
company's goods and services.
2. Although sales or market share can indicate how well a firm is performing currently, satisfaction is
perhaps the best indicator of how likely it is that the firms customers will make further purchases in
the future. Much research has focused on the relationship between customer satisfaction and
retention. Studies indicate that the ramifications of satisfaction are most strongly realized at the
extremes.
Research also shows that a majority of the firms invest in measuring, monitoring, and disseminating
customer satisfaction information; in fact, these authors found that customer satisfaction research is one of
the most widely conducted marketing research activities in the firms.
On a five-point scale, "individuals who rate their satisfaction level as '5' are likely to become return
customers and might even evangelize for the firm. (A second important metric related to satisfaction is
willingness to recommend. This metric is defined as "The percentage of surveyed customers who indicate
that they would recommend a brand to friends." When a customer is satisfied with a product, he or she might
recommend it to friends, relatives and colleagues. This can be a powerful marketing advantage.)
"Individuals who rate their satisfaction level as '1,' by contrast, are unlikely to return. Further, they can hurt
the firm by making negative comments about it to prospective customers. Willingness to recommend is a
key metric relating to customer satisfaction."

Techniques for Measuring Customer Satisfaction

Businesses have learned to collect data on a number of dimensions to create external data or customer
satisfaction information. Sales figures and if the trend is up or down over time are important. Usually strong
sales mean customer satisfaction. Sometimes it means that a business has a unique product with little or no
competition but typically sales and customer satisfaction are correlated. Customer loyalty or repeat business
is another important dimension of customer satisfaction. Brand recognition is another. Outstanding
organizations have products that are recognized and respected.
More sophisticated efforts lead to an understanding of customer success with ones own efforts and that of
competitors. A company will purchase a competitors product or use their service to determine how it
compares or benchmarks against their own. Products will be examined in careful detail to determine the
durability, cost, and desirability. Businesses will comparison shop to examine a competitors range of
options, price, availability, quality, location, delivery alternatives, service capability, convenience, and
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product guarantee. Many businesses will also use mystery or phantom shoppers to gauge how well their
employees respond to their own customers.
A huge variety of organizations exist that provide customer satisfaction information to businesses. J.D.
Power and Associates is prominent in assessing customer satisfaction in areas such as electronic goods and
automobiles. Customer service assessments are common place in high technology fields where, for example
trade magazines include customer ratings of technology providers. One of the oldest organizations providing
citizens information on products and doing regular customer satisfaction surveys is the non-profit publisher
and research organization, Consumers' Union publisher of Consumers Report. Among businesses, the Better
Business Bureau is a traditional fixture, founded in 1912, that serves as a way of identifying the consumer
satisfaction practices of local and national businesses
.

Steps in Assessing Customer Satisfaction

1. Develop a listing and categorize your customers. This will include: External customers-those that use
your services (directly and indirectly Internal customers-all organizations have components that
serve other components.
These are internal customers.
2. Suppliers-traditionally you are a customer to them but by thinking of them as a customer, and of the
information and access they need to meet their contracts with you, you will gain dividends in your
own services.
3. Categorize your products or services.
4. Determine what needs and wants your services or products meet.
5. Determine what sets your service apart from others?
6. Establish a customer orientation to include:

Customers should be encouraged to tell you about any problems.

Customers should know their rights and responsibilities from the beginning.

Customers should know how to take advantage of their rights.

Customers should feel in control.

Customers should know precisely who to contact.

7. Carefully scrutinize how your customers reach you and what barriers they encounter. How does your
telephone system work? What are average wait times? How many times is a caller referred before
finding someone able to answer the question? Where are you offices located? Are they convenient
for customers to find? Is parking available?
What languages does your customer use? What does your reception area look like?
8. What printed material do you have that describes your agency or organization? Does it successfully
inform existing and potential customers?
9.

How well are you using information technology to increase customer satisfaction?
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Do you have a web site?

Do you know how much and what kind of traffic comes to the site?
Does it provide address, telephone, fax and e-mail information?
Does it have a search feature?
Does the language on the site meet the language need of your customers?

Importance of Customer Satisfaction:

Satisfying customer is one of the main objectives of very business. Business recognize that keeping current
customers is more profitable than having new ones to replace those lost.
Good customer satisfaction has an effect on the profitability of nearly every business. When customers gets
satisfies with good product, each will typically tell nine to ten people. It is estimated that nearly one half of
American business is built upon this informal, word-of-mouth communication. Improvement in customer
retention by even a few percentage points can increase profits by 25 percent or more.
However, a lack of customer satisfaction has an even larger effect on the bottom line. The cost of gaining a
new customer is ten times greater than the cost of keeping a satisfied customer. The message is obvious
satisfied customer improve business and dissatisfied customers impair business. Customer satisfaction is an
asset that should be monitored and managed just like any physical asset. Therefore, businesses that hope to
prosper will realize the importance of this concept, putting together a functional and appropriate operational
definition. This is true for both service-oriented and product-oriented organizations.
The primary issue with developing an operational definition with the specific components of customer
satisfaction is to clearly identify the nature of the organizations business. This further extends into the
effective collection, analysis, and application of customer satisfaction information. Services and products are
the two major orientations of business. Products also referred to as goods, are the physical output of a
business. These are tangible objects that exist in time and space. These are first created, then inventoried and
sold. It is after purchase that these are actually consumed. Products might include computers, automobiles,
or food at a restaurant.

Components and Requirements of Customer Satisfaction:

The concept of customer satisfaction is composed of several components from distinct sources. Customer
satisfaction begins with clear, operational definitions from both the customer and the organization.
Understanding the motivations, expectations, and desires of both gives a foundation in how to best serve the
customer. It may even provide information on making improvements in the nature of business. This is the
heart of research into customer satisfaction. The importance of clearly defining the key concepts and
elements of satisfaction provide a template by which information can be gathered about what is, and what is
not, working. This includes both the hard measure those that are more tangible and observable (i.e. number
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of complaints, average wait time, product returns, etc) and the soft measures those less tangible aspects
(i.e. friendliness, helpfulness, politeness, etc). These definition often start with the most vague and general,
and become more to the highly specified and precise examples. The bottom line is that in order to know
about customer satisfaction, one needs to know what to look for. The organization needs to seek this
information from both within and without.
The organizational requirements of customer satisfaction are the internally based processes, components,
standards, and criteria that a business strives to achieve. These are the performance goals and benchmark set
forth by the business, for the business. These are the elements of corporate culture. Meeting or exceeding
these is often an indicator of success or failure. At times, these indigenous components of customer
satisfaction may overlap with those set forth by the customer; at others they may be divergent.

SIGNIFICANCE OF THE STUDY

The study is on Reliance Subscribers A comparative study of product, process and policies of Reliance
Communication and a comparative analysis with competitors. The title is very much significant considering
the present global scenario. The awareness level is the basic requirement for a company to sell its products
in the market because if the customers are not aware of the products, there would be no sale. Along with the
awareness, the companies have to keep a regular check on the satisfaction level of its customers to retain
them. The survey helps to find out the loopholes is the area of service being offered by the company.
Identifying those areas would help the company to minimize them and then they can go for increasing
customers.

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CHAPTER 2
LITERATURE REVIEW

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REVIEW OF THE LITERATURE

T.H. Chowdary (2002)
discusses how Telecom reform, or demonopolization in India has been bungled. Shaped by legislation dating
back to the colonial era and post Second World War socialist policies, by the mid-1980s India
realized that its poor telecommunications infrastructure and service needed reform. At the
heart of the problem lay the monopoly by the governments Department of Telecommunications (DOT) in
equipment, networks and services. The National Telecom Policy 1994 spelt out decent objectives for reform
but tragically its implementation was entrusted to the DOT. This created an untenable situation in
which the DOT became policy maker, licenser, regulator, operator and also arbitrator in disputes
between itself and licensed competitors. He discusses the question: Why did India get it so
wrong and What India should do now?

Internet service providers in India, Rao (2005)

Provide a broad view of the role of an internet service provider (ISP) in a nascent market of India. Building
local content for knowledge of new internet technologies, connecting issues, competitiveness, etc. would
help in their sustainability.

The role of technology in the emergence of the information society in India, Singh (2007)
describe the role that information and communication technologies are playing for Indian society to educate
them formally or informally which is ultimately helping India to emerge as an information society.

T h o ma s ( 2 0 1 0 )
in his article describes the contribution made by telecommunications in India by the state and civil society to
public

service,

this

article

aims

to

identify

the

states

initial

reluctance

to

recognize

telecommunications provision as a basic need as against the robust tradition of public service aligned the
postal and finds hope in the renewal public service telecommunication via the right to information
movement.
The article follows the methodology of studying the history of telecommunication approach that is
conversant with the political economy tradition. It uses archival sources, personal correspondence and
published information as its research material. The finding of the paper suggests the public service in
telecommunication is a relatively new concept in the annals of telecommunication and that deregulated
environment along with the right to information movement holds significant hope for making public service
telecommunication a real alternative The article provides are flexive, critical account of public service
telecommunications in India and suggests that it can be strengthened by learning gained from the continual
renewal of public service ideals and action by the postal services and a people-based demand model linked
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to the Right to Information Movement. All studies done by the researcher suggests that the right to
information movement has contributed to the revitalization of participatory democracy in India and to a
strengthening of public service communications.

Cygnus Business Consulting & Research Pvt. Ltd. (2013)

in its Performance Analysis of Companies (April-June 2008) has analyzed the Indian telecom industry in
the awake of recent global recession and its overall impact on the Indian economy with almost 5-6million
subscribers are being added every month, and the country is witnessing wild momentum in the
telecom industry, the Indian telecom industry is expected to maintain the same growth trajectory.

[11]

CHAPTER 3
COMPANY PROFILE

History of Company:About Shri Dhirubhai Ambani:[12]

Few Men in industry have made a dramatic a contribution to their countrys economic fortunes as did the
founders of Reliance, Sh. Dhirubhai H Ambani fewer still have left behind a legacy that is more enduring
and timeless.

A Dream Comes True:The late Dhirubhai Ambani dream of a digital India- an India where the common man would have access to
affordable means of information and communication. Dhirubhai, who single-handled built Indias largest
private sector company virtually from scratch had stated as early as 1990: 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 Communication (formerly Reliance Information) started laying
1,75,000 kilometers route of a pan India fiber optics backbone. This backbone was commissioned on 28 th
December 2002, the auspicious occasion of Dhirubhais 70 th Birthday, though sadly after his unexpected
demise on 6th July 2002.

Reliance Mobile:With over 54 million subscribers, Reliance Mobile is Indias largest mobile service brand. Reliance Mobile
services now cover 4,70,000 cities and town across India.
We have achieved many milestones in this short journey. In 2003, AC Nielson voted Reliance Mobile
(formerly Reliance India Mobiles) as Indias most trusted Telecom Brand. In July 2003, it created a world
record by adding one million subscribers in a matter of just 10 days through this Monsoon Hangama offer.
What sets Reliance Mobile apart is the fact that nearly 90 per cent of our handsets are data-enabled, and can
access hundreds of java applications on Reliance mobile World.
Our pan India wireless network runs on CDMA2000 1 X technology, which has superior voice and data
capabilities compared to other cellular mobile technology, CDMA2000 1 x is more cost effective as it
utilizes the scarce radio spectrum more efficiently than other technologies do. Enhanced voice clarity
superior data speeds of up to 144kbps and seamless migration to newer generation of mobile technologies
are some of the differentiations that set CDMA2000 1 x technology apart from its competitors.

Reliance Net Connect:Leverage our pan-India high-speed CDMA2000 1 x wireless network, Reliance Communications offers the
countrys foremost wireless Internet connectivity through Reliance Net connects nationwide. Reliance Net
connects is Indias fastest growing Internet connectivity service, which touched a user base of over 350,000
subscribers in less than seven months since its launch.

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The highlight of the offering is that subscribers can connect to Internet on the move at data speeds of up to
144kbps from their laptops or any other mobile computing device. Connecting an Reliance Net connect
cable to their Reliance Mobile phone or by using an Reliance Net connect card inserted into the PCMAI slot
of their laptops, subscribers can be online anytime anywhere. Similarly, subscribers can connect to the
Internet by plugging an Reliance Net connect cable to Reliance India Phones, Fixed wireless terminals and
phones.
Reliance World:Reliance World (formerly Reliance Web World) is a world-class nationwide chain of retail outlets for
products and services of the Reliance Anil Dhirubhai Ambani Group. It is designed to give the customer a
delightful experience of the digital world of information, communication, entertainment and utility services .

Reliance Communications
Reliance Communications started its operations in 1999 and is under the Anil Dhirubhai Ambani Group
(ADAG) of companies. The company Reliance Communications Limited has been set up with the aim of
providing communication and information to people at affordable price.
The company Reliance Communications business includes the whole range of services related to the telecom
sector such as fixed line telephones and mobiles. The business of the company also includes services like
broadband, data services, international and national long distance services. Reliance Communications also
provides to its customers a wide range of value added applications and services. The company is able to
provide such a vast range of services to its customers for it has a high- capacity, reliable, convergent, and
integrated digital network.
The Company Reliance Communications Limited in order to provide the best quality of services to its
customers laid down 60,000 kilometers of optic fiber all across India. The company launched the Reliance
Mobile services in December 2002 and this has helped to increase the subscriber base of the company. The
company Reliance Communications Limited's subscriber base has increased a lot over the years and at
present stands at 38 million. The company provides telecommunication services to individuals and
enterprises. Reliance Communications Company has become the leading telecommunication integrated
company in India and the chairman of the company is Anil Ambani.
Reliance Communications Limited further plans to expand its operations and also plans to upgrade its
technology. This is sure to help the company serve its customers better and will also increase its subscriber
base. The Company Reliance Communications Limited should always try to provide the best quality of
services to its customers for this would lead to customer satisfaction and loyalty and this will in turn help the
company to grow and prosper even more.

Reliance Anil Dhirubhai Ambani Group

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Chairman Profile:Anil D. Ambani:Regarded as one of the foremost corporate leaders of contemporary India, Shri Anil Dhirubhai Ambani, 56,
is the chairman of all listed companies of the Reliance ADA Group. Normally, Reliance Communication,
Reliance Capital, Reliance Energy and Reliance 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 certainly involved in every
aspects 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 market with international public
offerings of global depository receipts to rise over UD$2 billion. He also steered the 100 year Yankee bond
issue for the company in January 1997.

Organization Chart:Shri Anil D. Ambani (Chairman)

Prof. J Ramachandran (Independent director)
Shri R.N Bhardwaj (Independent director)
Shri Deepak Shourie (Independent director)
Shri A.K. Purwar (Independent director)
Reliance Communication:Founded 2002
Headquarters Navi Mumbai, India
Key people Anil Ambani, Chairman and Managing Director
Satish Seth, Vice - Chairman, Reliance ADA Group
Vinod Shawney, CEO RCOM

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Products CDMA service, GSM service, Broadband Internet Service

Revenue US $ 9 Billion,
Employees 33,000

List of Competitors:In present scenario competition does play a very important role. In order to survive in the competitive
market you need to have good competitive advantage over those of the competitors. Reliance
Communication has stiff competition from its competitors. Like

IDEA
AIRTEL
BSNL
VODAFONE

Milestones of Company:2011
January 18 - Reliance Communications draws down ECB of US$ 255 Million (Rs 1155 Cr) for 3G
Spectrum Refinancing.
February 14 - RCOM Announces Q3 Financial Results
February 17 - Reliance Communications signs pact with Radio Netherlands Worldwide

2010
January 14 - Reliance Big TV and India games sign strategic agreement
January 21 - RCOM offers Cartoon Network Comics on Mobiles
February 11 - RCOM partners with SNDT Women's University
March 15 - Reliance Communications achieves a landmark of 100 million customers
March 17 - Reliance Communications and Polycom forge partnership to jointly drive market opportunities
in India
March 27 - Reliance Communications commemorates 100 million customer landmarks with Free
Celebratory Airtime on March 28
April 27 - Reliance Communications signs strategic alliance with GetJar to create India's largest and free
applications store.
May 5 - BIG TV launches India's first HD DVR Service

[16]

May 6 - Reliance Communications breaks away from tariff metering tradition of Indian telecom industry.
May 15 - Reliance Communications announces Q4 financial results for the financial year ended March 31,
2010.
May 27 - Reliance Web store commences market roll-out of India's cheapest touch screen

CDMA phone

May 31 - RCOM makes Rs 8585 crore payment towards 3G spectrum to DoT for 13 circles
June 16 - RCOM announces unlimited internet access on mobile
June 21 - RCOM launches India's first "Live Chat" Customer Service Initiative.
August 4 - RCOM & Universal Music sign exclusive strategic partnership in its preparation for 3G launch
August 13 - RCOM Announces Q1 Financial Results
August 16 - Reliance Mobile introduces Braille Bill Service for visually impaired
August 20 - RCOM & Nokia join hands for a first-of-its-kind multi-faceted business partnership
November 13 - RCOM Announces Financial Results for the quarter ended September 30, 2010
December 3 - Reliance Communications to Unveil New 3G Mobile Data Services Portal on Motility
Platform
December 13 - RCOM Announces the Launch of 3G Services

2009
January 1 - RCOM launches pan India roll out of GSM
January 2 - Reliance Mobile and Microsoft to launch fourth edition of National Digital Elocution Contest
(NDEC) in India
January 8 - RCOM ties up with Swan bay tech, UK to bring ad-funded videos on Reliance Mobile Phones
February 1 - Reliance Mobile launches GSM service in Delhi
February 13 - RCOM announces a record of five million news subscribers in January 2009
February 26 - ICRA assigns LAAA rating to RCOMs NCD Program and enhanced Bank Lines; existing
rating reaffirmed. RCOM ties up with FLYTXT, implements new mobile marketing platform
March 12 - Reliance Communications launches Net connect Broadband Plus- Indias fastest wireless
internet service
March 13 - Reliance Communications announces adding a record of 3.3 million wireless customers in
February 2009
April 15 - Reliance Communications clocks 11.3 million subscribers in January- March 2009
May 11 - Reliance Mobile to go LIVE with all ICC World Cup T 20 matches on R World VAS Deck
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May 26 - RCOM shareholders approve scheme of arrangement of demerge of fiber optic division
May 30 - Reliance BIG TV expands channel bouquet with ten new channels
June 8 - Reliance BIG TV can get live in-stadia experience on interactive cricket
June 9 - RCOM Infrastructure & KRIBHCO forge rural marketing joint venture
June 10 - Reliance Mobile offers BlackBerry service for Rs. 299 per month
June 16 - Reliance Mobile in alliance with Aaj Tak to offer video news alerts.
July 01 - Alcatel Lucent, Reliance Communications Managed Network Services Joint Venture completes
One year.
July 02 - Reliance BIG TV launches iStock Indias first portfolio tracking service on a DTH platform.
July 22 - Etisalat DB Telecom & Reliance Communications announce a long-term strategic telecom
infrastructure sharing agreement.
July 27 - Reliance Mobile in pact with US-based Game loft for Paris Hiltons exclusive game
August 11 - Good Response to Five PG Certificate Programs Offered By Reliance World & XLRI
Jamshedpur
August 13 - Reliance Communications Signs Strategic Tie-up with Kodiak Networks for Nationwide Rollout Of Mobile Conferencing Service
August 18 - Reliance Mobile introduces Antakshari service on GSM & CDMA networks
August 22 - Reliance Mobile plans unique contest based on ICC Champions Trophy
August 25 - RCOM targets rural customers with new services & sachet pricing for mobile Internet access
September 08 - Department of Telecommunications allots 8055 series to Reliance Communications for
Maharashtra & Goa
September 10 - Reliance Mobile launches BIG Maps on GSM Network
September 18 - Reliance Mobile introduces job-search service for blue-collar employment seekers
October 05 - Reliance Communications redefines Telecom Industry benchmarks
October 08 - Reliance Webstore signs strategic distribution agreement with Coolpad Communications
October 21 - Reliance Mobile offers personalized Call Manager service on GSM network
November 3 - Reliance Communications expands its Simply Reliance Initiative
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.
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January 31 - RCOM's Q 3 net profit increases by 48.5% and revenues up by 29.8 %. Remains the most
profitable telecom company in India.
February 5 - Reliance Mobile strengthens its religious content portfolio on mobile by tie-up with Sadhana
TV.
February 14 - RCOM in partnership with Canvas M 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 3 - Reliance Communications drops prices of Internet data cards.
March 10 - Reliance Communications announces ESOPs for over 20,000 employees.
March 20 - Reliance Communications and HTC forge strategic alliance.
March 27 - Corporation Bank launches banking services on Reliance Mobile World.
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.
May 2 - Reliance Communications net profit up by 70.8% to Rs 5,401 crore (US$ 1,350 million), revenues
higher by 31.8% to Rs.19, 068 crore (US$ 4,765 million) and EBIDTA increases by 43.3% to Rs.8, 199
crore (US$ 2049 million).
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.
June 24 - Reliance Globalcom, Stealth Communications forge strategic alliance to extend VOIP Network
across 50 countries.
July 12 - CA exam results on Reliance Mobile.
July 22 - Reliance Communications Mobile subscriber base crosses 50 Million.
July 29 - CA professional exam results on Reliance Mobile.
July 31 - Reliance Communications (RCOM) announces its financial results for the first quarter ended June
30, 2008. Net profit up by 23.9% to Rs. 1,512 crore (US$ 352 million).
August 19 - Reliance Communications launches BIG TV DTH service.
August 22 - Reliance Mobile World brings Janmaashtami celebrations.
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September 16 - Reliance Mobile launches prepaid Blackberry services in India.

September 22 - RCOM & BBC News enter a strategic agreement for mobile content
September 26 - Reliance Mobile brings Navratri & Durga Pooja celebrations.
October 10 - RCOMs festival Bonanza for desktop & laptop computer users.
October 15 - Reliance Mobile offers a lifetime of attractive call rates.
October 16 - Reliance Mobile ICC ODI womens rankings launched in Mumbai.
October 20 - BIG TV gains 500,000 subscribers within two months of launch to emerge as the fastest
growing DTH players in India.
October 21 - RCOM Joins Hands with Intel, Acer, Asus, HCL and Lenovo to offer free laptop with Reliance
Net connect-internet data cards.
October 23 - RCOM-HTC Corporation launch HTC Touch Diamond CDMA in India
November 04 - RELIANCE MOBILE WORLD launches JEEVANSATHI on mobile services.
November 06 - RCOM launches Quick Search service on Reliance Mobile World.
November 11 - Reliance BIG TV DTH Service clocks one million subscribers in 85 days.
November 18 - RCOM Ties Up with ZMQ to develop mobile games based on UNs themes.
December 19 - Reliance Mobile launches Text News service in nine regional languages.
December 30 - RCOM launches GSM service across India

2007
January 10 - Reliance Communications adds a record 1.4 million subscribers in December 06.
January 18 - Reliance Communication launches unique "Simply 2030" plan on Reliance Hello.
January 25 - Reliance Communications promotes Roger Waters music concert.
January 29 - RCOM shareholders approve tower business demerger with a 99.99% overwhelming majority.
January 30 - Overwhelming response to Reliance Worlds national digital elocution competition.
January 30 - Reliance joins Lenovo and Intel for Internet on the Move.
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 16 - Reliance Communications offers best value on roaming.
February 26 - Search jobs & classified ads from Reliance Mobile World - Reliance Communications ties up
with Naukri.com.
[20]

March 6 - Reliance Communications ushers in Virtual Global Conference Network.

March
7
DHIRUBHAI
AMBANI
Book on Founder Chairman launched.

THE

MAN

KNEW

By

KOKILABEN

March 8 - Reliance Communications launches Roam Jamaica on Reliance Mobile.

March 16 - Reliance Mobile launches ' Suno Zee.
March 19 - Demerger of passive infrastructure division Reliance Communications & Reliance Telecom
approved by the Bombay High Court.
March 21 - Reliance World offers programme to help students Crack Admissions in colleges abroad.
March 23 Govt.s Rural Telephone Scheme (RDEL) through Reliance Communications successfully
closes by March 31, 2007.
March 26 - Booking train ticket from Reliance Mobile Phones becomes easier now with ITZ Cash Cards.
April 4 - Reliance Communications unleashes the power of mobile advertising.
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 11 - Reliance World launches summer e-camp for school kids.
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 Colour Bonanza - colour handsets @ Rs 1234.
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.

[21]

June 27 - Reliance World, BIMTECH & Philadelphia University unveil executive program in retail
management (EPRM).
June 28 - Reliance Communications ties up with Cisco to launch Business Internet Services for SMEs in
Pune.
July 4 - Bengali movie Anuranan on Reliance Mobile World.
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 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
'Bloomberg Professional' now on Reliance Mobile.

8830

World

Edition

Smartphone.

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- Colour Handset @ Rs.999.
October 20 - Reliance Communications to launch nationwide GSM Services under existing Unified Access
Service Licences.
October 22 - Reliance Communications brings 'Durgotsav Live' videocast on mobile.
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 the MMA awards, USA.
November 27 - FLAG and Glass House ink landmark partnership.

[22]

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.

2006
January 01 - Reliance Infocomm launches "One Nation, One Tariff" to enable Reliance India Mobile
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 worlds first TV channel to
be launched on a mobile phone.
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.
March 29 - Reliance Infocomm becomes Indias first telecom operator to launch seamless inter-standard
international roaming service - 1World.1Number, with single number on international CDMA and GSM
networks.
April 27 - Reliance Communications launches Indias first Talking Message Service (TMS) enabling its
mobile users to send voice messages to not only other mobiles but also fixed wireless phones (FWP) and
landlines.
June 22 - Reliance Communications ties up with Disney to offer on Reliance Mobile World India's first 3D
animation on mobile.
July 03 - Reliance Communications launches 'Hello Capital Plan' to enable its subscribers in 19 state
capitals to call each other at the local call rate of 40 paise per minute.
July 19 - Reliance Communications slashes ILD rates by up to 66%.
August 7 - T-Com signs contract with FLAG Telecom for Europe-US bandwidth.
September 5 - Union Communications & IT Minister Thiru Dayanidhi Maran inaugurates Reliance
Communications FALCON Cable System.
November 17 - Reliance Communications launches Free Group Term Life Cover for its CDMA subscribers.
December 28 - Reliance Communications FLAG Telecom announces FLAG Next Gen to cover 60
countries.
[23]

2005
January 04 - Reliance introduces first e-recharge facility in CDMA in India.
January 24 - Reliance India Mobile announces mega rural plan to cover 4 lakh villages and 65 crore Indians
by December 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 .
August 11 - XLRI's Post-Graduate Certificate programme in Logistics Supply Chain Management
(PGCLSCM) launched on Reliance WebWorld's virtual classroom platform. First of its kind e-learning
programme in India.
August 18 - Reliance Infocomm rolls out international roaming facility across several countries to become
the first Indian CDMA operator to offer its customers such a service.
September 06 - Reliance Infocomm tied-up with the Bombay Stock Exchange to make available live stock
quotes on its mobile phones.
September 15 - Reliance Communications, UK launched Reliance India Call service in England and Wales
enabling callers to make high-quality calls to India from any landline or mobile phone at economical rates.
September 21 - Apollo Hospital and Reliance Infocomm join hands to provide top class healthcare service
to millions of Indians in over a hundred Indian cities.
October 13 - Reliance Web World wins Frost & Sullivan Market Leadership Award for Video Conferencing
services.
November 12 - Reliance Infocomm hosts the 4th global CDMA Operators Summit.
November 22 - Reliance Infocomm joins hands with Indian Airlines to offer India's first mobile booking of
domestic airline ticket.
November 30 - Reliance Infocomm introduces MORE bile, redefines customer rewarding with 33 % more
talk time on prepaid recharges of Rs 315 denomination and above and much more.
December 12 - Reliance Infocomm and China Telecom sign agreement for telecom services to provide
direct telecommunication service, including a global hubbing service, to subscribers in the two countries.
2004
January 12 - International wholesale telecommunications service provider, FLAG Telecom amalgamates
with Reliance Gateway, a wholly owned subsidiary of Reliance Infocomm
February 9 - Launches RIM prepaid with attractive offer - For Rs 3500 get a Motorola C131 mobile phone
and Rs 3240 worth of re- charge vouchers instantly and stay connected for 1 year.
February 17 - Reliance subsidiary Flag Telecom announces FALCON Project - a major new Middle East
Loop Terabits Submarine Cable System with links to Egypt and Hong Kong via India.
March 22 - Reliance Infocomm launches multi-player gaming on RIM handsets - a first in India.
[24]

April 05 - Reliance India Mobile introduces International Roaming facility to 172 countries, 300 networks.
April 23 - Reliance Infocomm introduces first ever auction facility on Mobile phones through R World.
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.
June 8 - Reliance Infocomm introduces World Card - A Prepaid International calling card for affordable and
convenient ISD calls from India.
July 29 - Announces India's First MPLS Global VPN Solution in partnership with MCI.
August 5 - Launches the first regional customer contact centre in Chennai.
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 worlds most influential telecom person by UK-based publication
Total Telecom.
October 19 - Reliance Infocomm bags the CDMA Development Group's 3G CDMA Industry Achievement
Award for International Leadership.

2003
January 15 - Introduces Dhirubhai Ambani pioneer offer for Reliance IndiaMobile service.
February 14 - Launches Reliance WebWorld in top 16 cities.
March 31 - Launches International Long Distance Services.
April 3 - Commissions all backbone rings.
April 25 - Introduces colour handsets.
June 10 - Launches India's first wireless Point of Sale (POS).
July 3 - Launches R Connect Internet connection cable.
Aug 26 - Introduces Reliance IndiaPhone fixed wireless phone and terminal.
September 20 - "Navratri" a data service in R-World posts a world record of 10 million downloads on the
first day of the launch.
September 30 - R World clocks a phenomenal 1 billion hits in 1 month.
October 6 - Launches integrated broadband centre at Reliance WebWorld, Bangalore.
October 24 - Deploys pilot of Home Net way in Mumbai.

[25]

October 30 - Reliance becomes India's largest mobile service provider within 7 months of commercial
launch.
November 3 - Customer base touches 5 million.
November 12 - Migrates to Unified License Regime.
November 16 - Launches national roaming.
November 21 - Launches international SMS to 159 countries.

2002
January 15 - First Base Transceiver Station (BTS) made Ready for Electronics
February 25 - Obtains international long distance license from Govt. of India.
December 22 - Commissions 1st Optic Fiber backbone ring.
December 24 - Establishes 1st Point of Interconnect (POI) in New Delhi.
December 27 - Hon'ble Prime Minister of India, Atal Behari Vajpayee inaugurates Reliance Infocomm
Hon'ble Union Minister for Parliamentary Affairs, Information Technology and Communications, Pramod
Mahajan, inaugurates NNOC.

2001
May 1 - First Media Convergence Node made Ready for Electronics at Jaipur.

2000
May 10 - Optic fiber laying process commences in Gujarat, Andhra Pradesh & Maharashtra.

1999
The Dream, 1999 - "Make a phone call cheaper than a postcard and you will usher in a revolutionary
transformation in the lives of millions of Indians" - Dhirubhai Ambani
The Reality, November 15 - Reliance Infocomm begins project planning.

SWOT Analysis:
Strengths
Biggest mobile service provider in worlds second largest telecom market Mobile phone
subscriptions now follow the normal population trends around the world. With about 870 million
[26]

wireless subscriptions, India ranks second after China in the wireless market. Reliance has a 22.2%
share of that market.

Well-established nationwide infrastructure Reliance has been in the market for 18+ years and thus
has towers and backhaul all over the country. This is a major advantage. Deployment of new
technologies or increasing capacity at times requires software and minimal hardware upgrade.
Having infrastructure already on the ground makes that process much faster and smoother. Secondly,
it is easier to capture new customers if a telco already has a network in place.

High brand equity Reliance is among Indias most visible brands omnipresent in most parts of the
nation through television, print and various other forms of advertising. Celebrity endorsements and
innovative advertising that understand the pulse of market are some of the assets of the Reliance
brand.

Superior overall network quality and reliability Reliance communication runs one of the better
mobile networks in India. They have nationwide penetration and although there is no dearth of
consumer complaints regarding dropped calls and slow data against Reliance, it still offers a higher
quality telecom service experience as compared to most other telcos.

Weaknesses

High competition in the telecom market Reliance, like all other service providers in India, has been
adversely affected by the extreme price competition. Although the average voice call rates have gone
up recently, they were as low as Rs. 0.21/min. (1 cent/min.) a few years ago. The story is similar with
data and 3G tariffs. As a result, the company has been reporting declining profits for many years.
Average revenue per user (ARPU) had been decreasing too although it is showing signs of bottoming
out now.

Debt and finances According to their latest quarterly report, Reliance is burdened by $9.7 billion in
net debt, which is a lot of money when converted to rupees. How can Reliance repay this debt is the
question? Possibilities include stake and equity sale or spike in revenue. Depreciating rupee is also
an issue since it results in foreign exchange losses and increases the financing cost.

Late adoption of 3G and advanced wireless technologies Due to various regulatory uncertainties
and delayed spectrum auctions, India and Reliance were late to the 3G party. 3G services were
launched by Reliance only in early 2011. The data tariffs were high, speeds were unsatisfactory and
customer acceptance of 3G was slow. The company lacks nationwide 3G license with spectrum in 13
out of 22 telecom service areas. Reliances Long Term Evolution (LTE) network for mobile
broadband is still confined to only 4 cities in India.

Opportunities

Untapped voice market Despite many believing that the voice market in India is close to saturation,
hundreds of millions remain without a phone. Recently, VLR (Visitor Location Register) numbers
released by the regulator TRAI, showed that around 730 million out of the total 870 million are
[27]

active connections. Given many people in India use multiple SIMs, it is safe to say that mobile phone
penetration in the country is less than 50%. The opportunity for Reliance is huge, especially in the
rural segment.

3G and data revenue Reliances 3G subscribers constitute less than 5% of its total subscriber base.
Apart from getting new 3G customers to join Reliance, there is immense room for growth within its
existing customers. The operator should be more aggressive in marketing the benefits of high speed
data access on phone. Simultaneously, it must ensure faster and consistent data speeds on its
network.

LTE The whole wireless world is moving towards LTE. LTE for mobile broadband can be a good
solution for India where fixed broadband penetration is otherwise low. Reliance has taken the lead
with this version of LTE in 4 cities, but deployment needs to catch up pace. Despite a weak LTE
ecosystem in India, Reliance should portray itself as the embracer of that technology. It must pursue
the device manufacturers to produce LTE capable phones for India and then take the lead in the
deployment of LTE for cellular networks too.

Mergers and Acquisitions Unfortunately, the M&A rules in India are yet to formally declared
although recent media reports have suggested that companies may be allowed to merge as long as
their market share in every circle is less than 50%. Reliance with a market share of 22.2% should be
good to acquire smaller telcos to reduce competition and add subscribers and spectrum. Such
acquisitions will incur huge spectrum costs, but it could be well worth it in the long term.

Threats

Unfriendly regulatory environment The telecom industry in India has been plagued by a hostile and
unstable regulatory scenario. This has adversely affected the industry sentiment and the wireless
service providers. While some clarity has begun to emerge, many guidelines are far from certain.
Reliance has not remained untouched from this chaos and this threat would continue to linger for the
next few years.

Spectrum Auctions and Reframing Government of India and TRAI kept a high reserve price for
3G, Broadband Wireless Access (BWA) and the recent 1800 MHz auction. Reliance had spent Rs.
123 billion ($2.7 billion per rupee to dollar conversion back then) for 3G airwaves. Since the returns
are slow due to low tariffs, buying the spectrum at high price is detrimental for the telcos. Reframing
900 MHz is another terrible idea which would negatively impact Reliances finances, given that it
will have to repurchase those airwaves to continue 2G operations.

Mobile Number Portability MNP gives the customer independence to change the service provider
while retaining the number. With similar tariffs across various telcos and satisfaction with the current
service provider being low, consumers are willing to jump ship. The larger incumbent operators are
losing millions of customers to the newer players who attract these customers with their freebies and
innovative offers.

[28]

Some of the points mentioned above also apply to big incumbent telcos in India like Vodafone, Airtel and
Idea. But let us not forget that Reliance has been a torchbearer of the Indian wireless industry. If it intends to
remain in that position, a SWOT analysis like this one will help. Overall, I am bullish on the companys
future and believe that despite the current difficulties, Reliance Communication will continue to be a major
player in Indias telecommunication sector.

VISION:1. We will create an integrated infrastructure with state of the art digital technology to provide innovative,
cost effective and world class convergent service to our customer.
2. It aims to achieve this by putting the power of information and communication in the hands of the
people of India at affordable cost.
3. Reliance Infocomm is offering a complete range of telecom service, covering mobile and fixed line
telephony including broadband. International long distance service, data service and application that
will enhance productivity of enterprises and individuals.

MISSION:1. To attain global best practices and become a world-class communication service provider - guided
by
its purpose to move towards greater degree of sophistication and maturity.
2. To work with vigour, dedication and innovation to achieve excellence in service, quality,
reliability, safety and customer care as the ultimate goal.
3. To earn the trust and confidence of all stakeholders, exceeding their expectations and make the
4.
5.
6.
7.

Company a respected household name.

To consistently achieve high growth with the highest levels of productivity.
To be a technology driven, efficient and financially sound organisation.
To contribute towards community development and nation building.
To be a responsible corporate citizen nurturing human values and concern for Society, the

environment and above all, the people.

8. To promote a work culture that fosters individual growth, team spirit and creativity to overcome
challenges and attain goals.
9. To encourage ideas, talent and value systems.
10. To uphold the guiding principles of trust, integrity and transparency in all aspects of interactions
and dealings

[29]

[30]

CHAPTER 4
OBJECTIVES, SCOPE
AND
LIMITATION OF STUDY

OBJECTIVES OF THE STUDY:

1. To understand market size, potential number of consumer and their buying behavior.
2. To study the awareness level of Reliance post paid & prepaid connections.
3. To get the feedback from consumer about the product and service.

SCOPE OF THE STUDY:

The scope of the study is limited to the post paid and prepaid services offered by Reliance Communication.
The study objective is to examine the various factors which play their part in customer buying behavior and
the major dissatisfaction areas for the customers. The study considered the urban area of Delhi. The sample
[31]

under consideration consisted of the existing customers of Reliance Communication. Reliance

Communication Ltd. so that they can get competitive advantage in the market & this project gave an insight
on customers taste and preference.

LIMITATION OF THE STUDY:

As a number of corporate in Delhi is large enough and widely spread all over the city, so it was difficult to
cover all the areas in such a short span of time.
1. It is limited to urban area.
2. Time constraint.
3. Money factor are the major constraints in research.
4. It is impossible to contact each and every customer.

[32]

CHAPTER 5
RESEARCH
METHODOLOGY

[33]

RESEARCH METHODOLOGY

MEANING OF RESEARCH
Research comprise defining and redefining problems, formulating hypothesis or suggested
solutions; collecting, organizing and evaluating data making deductions and reaching
conclusions; and at last carefully testing the conclusions to determine whether they fit the
formulating hypothesis. In short the search for knowledge through objective and systematic
method of finding solutions to a problem is research.
Research..

Is any systematic activity carried out in the pursuit of truth.

Is a purposive investigation.

Is the application of scientific method to add to the present pool knowledge.

Is an endeavor to arrive at answers to intellectual and practical problems by the

application of scientific method.

Is a way of finding new ways of looking at familiar things in order to explore

ways of changing it.

Is an organized inquiry, designed and carried out to provide information for

solving significant and pertinent problems?

[34]

RESEARCH DESIGN:A research design is simply the frame work or plan for a study that is used as guide in collecting
& analyzing the data. It is the blue print that is followed in completing a study.

RESEARCH PLAN
In planning and designing a specific research project it is necessary to anticipate all the steps that
are needed to be undertaken if the project is to be successful in collecting reliable and valid
information.

The process consists of the following seven steps:

1. Specifying the research objectives: In this step, it is essential to obtain answers to
the questions, What is the purpose of the study? and What are the objectives of the
research? It is essential to correctly identify and answer the question for the results to be
accurate.
2. Preparing a list of needed information: After a satisfactory statement of the
studys purpose and objectives have been established, it is necessary to prepare a list of the
information needed to attain the objectives. The contents of such a list will be decided by
the objectives if the research and the situation leading to the research request.
3.

Designing the data collection project : Necessary to determine whether such

information is already present. Field data should not be collected unless appropriate
secondary source of information has been reviewed. In the event, secondary data is not
available; the appropriate data has to be collected from the field.

4. Selecting a sample type: As it is difficult to collect data from a large number of

dealers of different companies. Researcher collects data from a representative sample of
these. Sample is either, probabilistic or non-probabilistic.
5. Determining the sample size: It must be carefully decided as to how a large sample is
to be selected. It is essential to consider the problem at hand, the budget and the desired
accuracy needed in the data before the question of sample size can be answered.

[35]

6.

Organizing

and

carrying

out

the

field

work:

Fieldwork

includes collecting, selecting, controlling and evaluating the data and the feedback. The
methods employed are of importance as they consume a substantial portion of the data and
are a potential source of error through lack of validity and reliability. The methods are
dictated largely by the method of data collection, sampling requirement and information to
be gathered
7. Analyzing the collected data and reporting the findings : After all the
interviews and for observations have been made, the completed data collection forms must
be processed in a way that yields the information the project was designed to obtain. It
involves, firstly, the editing of the forms and then the responses are tabulated.

TYPES OF RESEARCH:1 Exploratory Research

2. Descriptive Research
Exploratory Research:The major emphasis of exploratory research is on the discovery of ideas. Marketing researchers
devote a significant portion of their work on exploratory studies when very little is known about
the problem being examined. The idea is to clarify concepts and subsequently, make more
extensive research on them. The primary advantages of exploratory research studies are low cost
and less time requirement.

Descriptive research:Descriptive research aims at fact finding & more often is based on surveys. Its purpose to
describe the present state of affairs of the topic of study. It is more focused than an exploratory
study. It provides basic information for formulating more sophisticated study.

[36]

Types of Data:The task of data collection begins after a research problem has been defined and research design
is chalked out. While deciding about the method of data collection to be used for the study, the
researcher should keep in mind the two types of data: primary and secondary. The researcher
should decide the sort of data he/she would be using for the study.

Primary Data
Primary data are those which are collected a fresh and for the first time and thus happen to be
original.

Secondary Data
Secondary data are those which have already been collected by someone else and which have
been already been passed through the statistical process.

Sources of Data:
Sources of data are the various sources from where the data is collected to analyze. There are
various sources of data. These are as follows:
1) Interviews.
2) Internet.
3) Past records.
4) Project which are prepared earlier.
Sources of primary data and secondary data differ as the primary data is original collected by
researcher and secondary data is collected from various other source.

[37]

METHOD OF DATA COLLECTION

1. QUESTIONNAIRE
2. SCHEDULE
3. INTERVIEW

QUESTIONNAIRE:A questionnaire consists of a number of questions printed or typed in a definite order on a form
or set of forms.
For collecting Primary Data I have prepared a structured questionnaire for the respondent after
meeting them I filled the questionnaire and got the data. I prepared my questionnaire with having
all the objective of the study in my mind. My questionnaire has both open and closed ended
question but majority of question are closed ended.

SAMPLING FUNDAMENTAL
Sampling is the selection of some part of an aggregate or totality on the basis of which a
judgment or inference about the aggregate or totality is made. It is the process of obtaining
information about an entire population by examining only a part of it.

UNIVERSE/POPULATION: - My universe of project is Rohini in Delhi.

SAMPLE SIZE: - In this case my sample size was 100 people.
SAMPLE UNIT: - Salaried and businessman, Farmer.

[38]

RESEARCH PLAN
SAMPLING METHOD

Random sampling

AREA COVERAGE

Delhi (ROHINI)

SAMPLE SIZE

A total sample size of 100 respondents.

STATISTICAL TEST
Sample size determination
RESEARCH METHODOLOGY ADOPTED
RESEARCH DESIGN

Exploratory research

RESEARCH APPROACH

Survey method

RESEARCH INSTRUMENT

Structured questionnaire

Personal interviews

[39]

CHAPTER 6
DATA ANALYSIS
AND
INTERPRETATION

Q-1.What is the age group of respondent?

[40]

Age of respondents

No. of Respondents

Percentage

10-20
20-30
30-40
40-50
Total
(Source - Survey)

3
14
8
5
30

10
47
27
16
100

Age Wise Classification

50
45
40
35
30
25
20
15
10
5
0

47

27

Percentage
16

10

10-20

20-30

30-40

40-50

Interpretation: - It is found that most of the respondents from the age of 20-30 and some
from the age group 20-40, and 40-50 years respectively.

Q- 2. What is the education of respondents?

Education
SSC
HSC

No. of respondents
5
9

[41]

Percentage
17
30

Graduate
Post Graduate
Total
(source - survey)

9
7
30

30
23
100

Education Wise Classification

35
30
25
20
15
10
5
0

30

30
23

17
Percentage

Interpretation: - It is clear that most of the respondents completed their HSC, graduation,
and Post graduation but few are from below S.S.C.

Q- 3. What is the occupation of respondents?

Occupation
Service
Business
Any other
Total

No. of respondents
9
11
10
30

[42]

Percentage
30
37
33
100

(source-survey)
Occupation Wise Classification
40
35
30

37
33

30

25

Percentage

20
15
10
5
0
Service

Business

Any other

Interpretation: - From the above table is concluded that the respondents are from business,
service and other Occupation. Majority of the respondents from business are using reliance
service.

Q- 4. Which of the telecom Services you used?

Telecom services
Mobile
Landline
Both
No
Total
(Source-Survey)

No. of respondents
11
6
13
0
30

[43]

Percentages
37
20
43
0
100

Use Of Telecom Services

50
45
40
35
30
25
20
15
10
5
0

43
37

Percentages
20

Mobile

Landline

Both

0
No

Interpretation: - It is concluded that most of the respondents using mobile service in them
majority of the respondents using both landline and mobile, very few are using only landline
service.

Q 5. Are you aware of the high speed data of RCOM?

Interpretation: - After analyzing the data 31% customer are aware of the high speed data
card services of R .com while 61% are un aware about that. Company should initiated additional
awareness program of data card services.

[44]

Q- 6. Which of the mobile networks you are used?

Service provider
AIRTEL
BSNL
RELIANCE
VODAFONE
IDEA
TOTAL

No. of respondents
8
2
8
6
6
30

Percentage
27
6
27
20
20
100

[45]

Mobile Network Used

30

27

27

25
20

20

20
Percentage

15
10

5
0
AIRTEL

BSNL

RELIANCEVODAFONE

IDEA

(Source-Survey)

Interpretation: - It was found that majority of the respondents are using reliance and Airtel
service. Some Vodafone and Idea and very few are using BSNL mobile service.

Q- 7. Service provider for landline

Service for Landline
Reliance
Tata Indicom
BSNL
Total

No. of respondents
16
7
7
30

[46]

Percentage
54
23
23
100

Service Provider For Landline

30

27

27

25
20

20

20
Percentage

15
10

5
0
AIRTEL

BSNL

RELIANCEVODAFONE

IDEA

(Source-Survey)

Interpretation: - It is found that the service providers for landline are majority from Reliance
and Airtel and BSNL is very few in respect of Vodafone and Idea.

[47]

Q- 8. Which type of services you usually used?

Type of service
Prepaid
Post paid
Total
(Source - Survey)

No. of respondents
15
15
30

Percentage
50
50
100

Type Of Service
60
50

50

50

40
Percentage

30
20
10
0
Prepaid

Post paid

Interpretation: - It is clear that more number of respondents are using the Prepaid and
Postpaid.

[48]

Q- 9. Are you satisfied with the service at reliance world?

Interpretation: - After analyzing the data 87% satisfied with the services at reliance world &
13% are unsatisfied

[49]

Q- 10. Is RCOM gives better service for net connect than other?
Service for Net connect
Reliance
Tata Indicom
Total
(Source-Survey)

No. of respondents
21
9
30

Percentage
70
30
100

Service For Netconnect

80
70

70

60
50

Percentage

40

30

30
20
10
0
Reliance

Tata Indicom

Interpretation: - conclusion is that most of the respondents are using RCOM net connect
services.

[50]

Q- 11. What rate will you give to reliance for network quality?
Network rate
Excellent
Good
Average
Poor
Total
(Source-Survey)

No. of respondents
11
13
3
3
30

Percentage
37
43
10
10
100

Rate of Network Quality Of Reliance

50
43

45
40

37

35
30

Percentage

25
20
15
10

10

10

Average

Poor

5
0
Excellent

Good

Interpretation: - It is clear that Reliance service is excellent and good. Very few are not
satisfied with the service.

Q-12. How many people recommend RIM to their friends and relatives?

[51]

Recommend RIM
Yes
No
Total
(Source-Survey)

No. of respondents
27
3
30

Percentage
90
10
100

Recommend Rim To Your Friends And Relatives

100
90
80
70
60
50
40
30
20
10
0

90

Percentage

10

Yes

No

Interpretation: - it is found that almost all are ready to recommend the service of Reliance to
their friends and relative and very few doesnt wish to recommend.

Q- 13. What will be you give rating for after sales service to Reliance?

[52]

Rate after sales service

Excellent
Good
Average
Poor
Total
(Source-Survey)

No. of respondents
10
16
1
3
30

Percentage
33
54
3
10
100

Rating After Sales Service

60

54

50
40

33

Percentage

30
20
10

10

0
Excellent

Good

Average

Poor

Interpretation: - It was concluded that majority of respondents are satisfied with the reliance
after sales services and they are continually going for reliance services. But very are dissatisfied
with reliance after sales service.

[53]

CHAPTER 7
FINDINGS

Findings:
From the study it was found that:-

[54]

1.

Most of the respondents from the age of 20-30 and some from the age group 20-40, and

40-50 years respectively.

2. Most of the respondents completed their HSC, graduation, and Post graduation but few
are from below S.S.C.
3. Majority of the respondents from business are using reliance service.
4. Most of the respondents using mobile service in them majority of the respondents using
both landline and mobile, very few are using only landline service.
5. Majority of the respondents are using reliance and Airtel service. Some Vodafone and
Idea and very few are using BSNL mobile service.
6. Majority from Reliance and Airtel, some from Vodafone and Idea and very few from
BSNL.
7. It was clear that more number of respondents are using the both services equal.
8. So the conclusion is that most of the respondents are using net connect services.
9. Very few are not satisfied with this service.
10. We will also generate value our capabilities beyond India borders and enable millions of
Indias knowledge workers to deliver their service globally.

[55]

CHATER 8
SUGGESTIONS

Suggestions:1. New products for the customer must be introduced.

2. Customer awareness to be increased.
3. New policies for the customers must be introduced.
4. Customers should not face problem in activation because customer are assets of the company
and if activation will be fast then customer will be happy. Company should reduce the
activation time period of SIM.

[56]

5. E Recharge service should be improved. Recharge should be done within few minutes
(fast) and instant balance should be shown to the customers.
6. There should be more visibility inside the retail outlet. Poster and pamphlets of new schemes
should be available in every outlet.
7. Number of Customer care counter should be increased in each outlet.
8. It should be always remembered that employees work for the company and company work
for the customer.

[57]

CHAPTER 9
CONCLUSION

CONCLUSION
In the present scenario where Communication mediums have brought a paradigm shift in the
growth rate of all socio economic aspects, One can never leave MOBILE business contribution
towards the same in presence of other mediums of communication such as television. In the
journey from its advent to the present it has seen miles to be recognized as MOBILITY Business
now.

[58]

Reliance communication is the No. 1 Telecom Service Provider in Delhi Circle as far as CDMA
business is concerned.
However, Airtel being No 1 service provider considering the GSM Market as a whole.
People prefer prepaid connection over postpaid connection, almost in every segment / category
class liking / takes for prepaid connection in comparison to postpaid connection. Despite the fact
of comparatively lower tariff, less services related issue & no hassle of recharging in postpaid
people prefer prepaid connection.
People prefer prepaid over postpaid basically to administrator their expenses & to avoid monthly
bill.
As per subscriber / service user Network is the first & foremost criteria for the selection of
particular operators service (Network consists of coverage plus connectivity.
In this era of global competition & highest value for money proposition, call tariff comes just
next to Network.
Customer service is the other major area of concern for any service provider to accrue & retain
customers. Reliance is the trend setter organization in terms of providing customer resolution or
customer service. Reliance has started providing face to face customer resolution to its subscriber
through in all most each & every city across India which competition does through call centers.
Value added services are rapidly gaining importance & it is going to one of the key deciding
factor in the time to come. Even lower handsets cost & lower entry cost plays a pivotal role in
the decision for service provider.

[59]

BIBLIOGRAPHY

[60]

BOOKS

Kotler, P., & Keller, K. L. (2009). Marketing management. Upper Saddle River, N.J:
Pearson Prentice Hall.

Kothari C. R.: Research Methodology, Methods and techniques, New Delhi, New age
International (P) Limited Publishers

ARTICLE

Economic Times, The Hindu

Websites Visited:www.reliancemobile.com
www.reliancecommunication.com
www.indiainfo.com

[61]

ANNEXURE

QUESTIONNAIRE
Personal information:Name: ----------------------------------------------------------Occupation: -----------------------------------------------------

[62]

Age group :
1. 18 to 25 yrs

2. 26 to 30 yrs

4. 36 to 45 yrs

5. 45 yrs &above

3. 31 to 40 yrs

Income group: (per month)

1. Below 5000

2. 5k to 10 k

4. 15k to 20k

5. 20k & above

3. 10k to 15k

1) Do you have a mobile connection?

1. Yes

2. No

2) If yes, which companys service do you have?

* If no which companies do you think the best service provider or if you decide,
which companies connection would you like to have?
1. BSNL

2. RIM

5. Vodafone

5.Airtel

3. Tata Indicom
6 Any other pls specify ..

3) Which of mobile service you use?

1. Prepaid

2. Postpaid

4) Why you use prepaid Services?

1. To administer the expenses

2. To avoid monthly bill

3. To avail better promotional schemes

4. Any other

5) Which feature is the most important for you?

[63]

1. Network

2. Value added service

3. Lower entry cost

4. Low call rates

6) Pls rank your priority from 1 to 81. Coverage

2. Call rates

3.value added services

4. Connectivity

5.hand sets

6. Internet connectivity

7. Entry cost

8 .customer service requests

7) What is the strong point of RCOM service in comparison to competitors?

1. Network

2. Better data services

4. Voice clarity

5. Low call rates

Handset assortment
6 Better customer services

8) Do you have a fixed line service at home?

1. Yes

2. No

If, yes pls tick the service provider.

1. BSNL

2. Airtel

3. Tata Walky

4 Reliance FWP

5. Any other pls specify ..

9) Are you aware of the high speed data card services of RCOM?
1. Yes

2. No

10) What are the strong points of data card services of RCOM in comparison
to competitors? pls rank

[64]

1. Speed

2. Connectivity

4. Entry cost

5. Customized plan

3. Charges

11) Are you satisfied with the services of RCOM?

1. Yes

2. No

12) How do you rate RCOM services?

1. Extremely satisfying

2. Satisfying

4. Poor

5. Extremely dissatisfying

[65]

3. Average

[66]