Brand Awareness With Respect to Relianec Communications

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A STUDY ON BRAND AWARENESS

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A Study on

BRAND AWARENESS

At

AMIRA CONNECT

Submitted in partial fulfilment of the requirement of theBangalore University for the award of

BACHELOR OF BUSINESS MANAGEMENT

By

MOHAMMED SULTAN NAZEERUNDER THE GUIDANCE OF

(Extenal Guide) (Internal Guide)

Get Ready For Life

Department of Management

Hennur Cross, Hennur Main Road, Kalyan Nagar

BANGALORE-560043

2013-2014


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ACKNOWLEDGEMENTS

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

Mrs. _________, Faculty, IADC, for her invaluable guidance, support andencouragement to make this dissertation successful.

I am also highly thankful to Mr. _________, Manager of Amira Connect, RelianceMobile, Bangalore for providing an opportunity to do my dissertation. I am also

thankful to the staff members who helped me to make this dissertation projectsuccessful.

I would also like to thank Principal, _________________, IADC, and the Facultymembers of IADC for providing necessary guidance and help for successfullycompleting this project.

Lastly I would like to express my profound gratitude towards my family membersand friends whose help and support has played major role in completing this

dissertation project successfully.

Date: MOHAMMED SULTAN NAZEER

Place:


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INDIAN ACADEMY DEGREE COLLEGE

Hennur Cross, Hennur Main Road, Kalyan NagarBangalore-43

CERTIFICATE

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

semester BBM, INDIAN ACADEMY DEGREE COLLEGE has prepared a

dissertation entitled A STUDY ON BRAND AWARENESS at Amira

connect, Reliance Mobile under the guidance of Mrs. ____________ as a

partial fulfilment of the requirements of the Bangalore University for the

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

Signature of the Guide Signature of the Principal

Date:

Place:


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STUDENTS DECLARATION

I hereby declare that this Dissertation entitled A STUDY ON BRAND

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

before.

Date:

SignaturePlace: Mohammed Sultan Nazeer


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CONTENTS

CHAPTER

NO.TITLE OF THE CHAPTER

PAGE

NO.

EXECUTIVE SUMMARY 1

1INTRODUCTION 2

2RESEARCH DESIGN 34

3COMPANY PROFILE

39

4DATA ANALYSIS AND INTERPRETATION 67

5SUMMARY OF FINDINGS 99

6

RECOMMENDATIONS, SUGGESTIONS AND

CONCLUSION101

ANNEXURE 104

BIBLIOGRAPHY 107


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LIST OF TABLES

SL

NOTABLES PAGE

1 Table showing usage of various mobile networks. 67

2 Table showing the duration of usage of present network. 69

3 Table showing type of subscription. 71

4 Table showing the reasons for association with present service provider. 73

5 Table showing the factors which create awareness to purchase present

service provider.

75

6 Table showing the effective media to promote a brand. 77

7 Table showing weather brand is important to make purchase decision or not. 79

8 Table showing awareness towards Reliance products, services and offers. 81

9 Table showing weather the respondent used Reliance service before or not. 83

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

Reliance.

85

11 Table showing the position of Reliance mobile in market. 87

12 Table showing the ratings for the services and offers Reliance mobile. 89

13 Table showing the ratings for the advertisements of Reliance mobile. 91

14 Table showing the ratings for the quality of Reliance mobile. 93

15 Table showing the ratings for the prices of Reliance mobile. 95

16 Table showing the ratings for the overall performance of Reliance mobile. 97


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LIST OF GRAPHS

SL

NOGRAPHS PAGE

1 Graph showing usage of various mobile networks. 68

2 Graph showing the duration of usage of present network. 70

3 Graph showing Type of subscription. 72

4 Graph showing the reasons for association with present service provider. 74

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

provider.

76

6 Graph showing the effective media to promote a brand.. 78

7 Graph showing weather brand is important to make purchase decision or not. 80

8 Graph showing awareness towards Reliance products, services and offers. 82

9 Graph showing weather the respondent used Reliance service before or not. 84

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

Reliance.

86

11 Graph showing the position of Reliance mobile in market. 88

12 Graph showing the ratings for the services and offers Reliance mobile. 90

13 Graph showing the ratings for the advertisements of Reliance mobile. 92

14 Graph showing the ratings for the quality of Reliance mobile. 94

15 Graph showing the ratings for the prices of Reliance mobile. 96

16 Graph showing the ratings for the overall performance of Reliance mobile. 98


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EXECUTIVE SUMMARY

This project report deals with studying the Brand awareness towards Reliance Mobile

through direct interview as a technique using questionnaires and is titled as A STUDY ON

BRAND AWARENESS WITH RESPECT TO RELIANCE MOBILE with special reference

towards Housing loan of SBI.

The study was conducted at RELIANCE MOBILE with the help of data which were collected

by frequent discussion with the company executives and officials. Data were also collected

from Service report, journals and websites of Reliance Mobile.

The data thus collected has been analyzed and interpreted with suggestions, if found

necessary, the company can adopt these suggestions based on the project.

This study was conducted mainly on Academic ground and will be considered as a successful

effort if some of the findings and recommendations are proved to be useful to the

organization.


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1. INTRODUCTION

Marketing Definition

Marketing is the process of performingmarket research,sellingproducts and/orservices to

customers and promoting them via advertising to further enhance sales. It generates the

strategy that underlies sales techniques, business communication, and business developments.]

It is an integrated process through which companies build strong customer relationships andcreates value for their customers and for themselves.

Marketing is used to identify the customer, to satisfy the customer, and to keep the

customer. With the customer as the focus of its activities, it can be concluded thatmarketing

management is one of the major components ofbusiness management.Marketing evolved to

meet the stasis in developing new markets caused bymature markets andovercapacities in the

last 2-3 centuries. The adoption of marketing strategies requires businesses to shift their focus

fromproduction to the perceived needs and wants of their customers as the means of staying

profitable The term marketing concept holds that achieving organizational goals depends on

knowing the needs and wants of target markets and delivering the desired satisfactions. It

proposes that in order to satisfy its organizational objectives, an organization should anticipate

the needs and wants of consumers and satisfy these more effectively than competitors.

Marketing is defined by many Scholars as

Marketing is the anticipation management and satisfaction of demand through the

exchange process. By American Marketing Association.

Marketing consists of those efforts which affect transfer in ownership of goods and come

for their physical distribution. By Clark and Clark
http://en.wikipedia.org/wiki/Market_researchhttp://en.wikipedia.org/wiki/Sellinghttp://en.wikipedia.org/wiki/Productshttp://en.wikipedia.org/wiki/Serviceshttp://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Saleshttp://e/NIRMAL/NIRMAL/New%20Folder%20(2)/Marketing.htm%23cite_note-kotler-a-1http://e/NIRMAL/NIRMAL/New%20Folder%20(2)/Marketing.htm%23cite_note-kotler-a-1http://e/NIRMAL/NIRMAL/New%20Folder%20(2)/Marketing.htm%23cite_note-kotler-a-1http://en.wikipedia.org/wiki/Customer_relationship_managementhttp://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Marketing_managementhttp://en.wikipedia.org/wiki/Marketing_managementhttp://en.wikipedia.org/wiki/Outline_of_business_managementhttp://en.wikipedia.org/wiki/Mature_markethttp://en.wikipedia.org/wiki/Overcapacityhttp://en.wikipedia.org/wiki/Manufacturinghttp://en.wikipedia.org/wiki/Target_marketshttp://en.wikipedia.org/wiki/Target_marketshttp://en.wikipedia.org/wiki/Manufacturinghttp://en.wikipedia.org/wiki/Overcapacityhttp://en.wikipedia.org/wiki/Mature_markethttp://en.wikipedia.org/wiki/Outline_of_business_managementhttp://en.wikipedia.org/wiki/Marketing_managementhttp://en.wikipedia.org/wiki/Marketing_managementhttp://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Customer_relationship_managementhttp://e/NIRMAL/NIRMAL/New%20Folder%20(2)/Marketing.htm%23cite_note-kotler-a-1http://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Serviceshttp://en.wikipedia.org/wiki/Productshttp://en.wikipedia.org/wiki/Sellinghttp://en.wikipedia.org/wiki/Market_research


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Marketing is the economic process by means of which goods and services are exchanged

and their values determined in terms of money prices. By Duddy

Marketing is the economic process of discovering and translating consumers wants into

products and services specification and then in turn helping to make it possible for more and

more consumers to enjoy more and more of these products and services.

A firm in the market economy survives by producing goods that persons are willing and

able to buy. Consequently, ascertainingconsumer demand is vital for afirm's future viability

and even existence as agoing concern.

Many companies today have a customer focus (or market orientation). This implies that the

company focuses its activities and products on consumer demands. Generally, there are three

ways of doing this: the customer-driven approach, the market change identification approach

and the product innovation approach.

In the consumer-driven approach, consumer wants are the drivers of all strategic marketing

decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of

a market offering, including the nature of the product itself, is driven by the needs of potentialconsumers. The starting point is always the consumer. The rationale for this approach is that

there is no reason to spend R&D funds developing products that people will not buy. History

attests to many products that were commercial failures in spite of being technological

breakthroughs.

A formal approach to this customer-focused marketing is known as SIVA (Solution,

Information, Value, and Access). This system is basically the four Ps renamed and reworded

to provide a customer focus. The SIVA Model provides a demand/customer-centric alternativeto the well-known 4Ps supply side model (product, price, placement, promotion) of marketing

management.
http://en.wikipedia.org/wiki/Market_economyhttp://en.wikipedia.org/wiki/Good_%28economics%29http://en.wikipedia.org/wiki/Consumer_demandhttp://en.wikipedia.org/wiki/Business_entityhttp://en.wikipedia.org/wiki/Going_concernhttp://en.wikipedia.org/wiki/Going_concernhttp://en.wikipedia.org/wiki/Business_entityhttp://en.wikipedia.org/wiki/Consumer_demandhttp://en.wikipedia.org/wiki/Good_%28economics%29http://en.wikipedia.org/wiki/Market_economy


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Product Solution

Price Value

Place Access

Promotion Information

If any of the 4Ps were problematic or were not in the marketing factor of the business, the

business could be in trouble and so other companies may appear in the surroundings of the

company, so the consumer demand on its products will decrease.

Concepts Of Marketing

The marketing concepts for elements are crucial to the long time success of a good service,

organization, person, place, or an idea. A customer orientation means examining consumers

needs, not production capability and devising a plan to satisfy them. Goods and services are

seen, as means to accomplish ends, not to ends themselves. A market driven approach means

being aware of the structure of the market place, especially the attributes and strategies of

competing firms.

A value based philosophy means offering goods and services that consumer perceives to

have value relative to their cost and offering of competitors. With an integrated marketing

focus, all the activities relating to goods and services are coordinate including finance,production, engineering, inventory control, research and development and marketing. A goal

oriented firm employs marketing to achieve short term and long term goals-which may be

profit, finding to find to cure for the disease, increased tourism, election of an political


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candidate, a better company image , so on. Marketing helps in attaining goals by orientating a

firm towards pleasing consumer and offering desired goods, services or ideas.

There are 15 things manager can do to ensure that they adhere to the spirit of the marketing

concepts.

Create customer focus throughout the firm

Listen to customer

Define an cultivate distinctive competencies

Define marketing as marketing intelligence

Target customer precisely

Manage for profitability, not sales volume.

Make customer value the guiding star.

Let the customer define quality

Major and manage customers expectations.

Build customer relationship and loyalty.

Define the business as a service business.

Commit to continues improvement and innovation.

Manage the company culture along with strategy and structure.

Grow with partners and alliances.

Destroy marketing bureaucracy.

Importance Of Marketing

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

growing rapidly since 1950.

Benefits To The Society

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

society.

Marketing increases employment opportunities just as every industry.


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Marketing helps to increase national income.

Marketing helps to maintain economics stability and economic development.

Marketing is a connecting link between the consumer and the producer. Marketing removes the imbalances of supply by transferring the supply to deficits

area, through better transport facilities.

Marketing helps in the creation of utilities.

Marketing Research

Marketing research involves conducting research to support marketing activities, and the

statistical interpretation of data into information. This information is then used by managers toplan marketing activities, gauge the nature of a firm's marketing environment and attain

information from suppliers. Marketing researchers use statistical methods such asquantitative

research, qualitative research, hypothesis tests, Chi-squared tests, linear regression,

correlations, frequency distributions,poisson distributions,binomial distributions, etc. to

interpret their findings and convert data into information. The marketing research process

spans a number of stages, including the definition of a problem, development of a research

plan, collection and interpretation of data and disseminating information formally in the formof a report. The task of marketing research is to provide management with relevant, accurate,

reliable, valid, and current information.

A distinction should be made betweenmarketing researchandmarket research.Market

research pertains to research in a given market. As an example, a firm may conduct research in

a target market, after selecting a suitable market segment. In contrast, marketing research

relates to all research conducted within marketing. Thus, market research is a subset of

marketing research.

Type Of Marketing Research

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

following parts:
http://en.wikipedia.org/wiki/Quantitative_researchhttp://en.wikipedia.org/wiki/Quantitative_researchhttp://en.wikipedia.org/wiki/Qualitative_researchhttp://en.wikipedia.org/wiki/Statistical_hypothesis_testinghttp://en.wikipedia.org/wiki/Chi-square_testhttp://en.wikipedia.org/wiki/Linear_regressionhttp://en.wikipedia.org/wiki/Correlation_and_dependencehttp://en.wikipedia.org/wiki/Frequency_distributionhttp://en.wikipedia.org/wiki/Poisson_distributionhttp://en.wikipedia.org/wiki/Binomial_distributionhttp://en.wikipedia.org/wiki/Marketing_researchhttp://en.wikipedia.org/wiki/Marketing_researchhttp://en.wikipedia.org/wiki/Marketing_researchhttp://en.wikipedia.org/wiki/Market_researchhttp://en.wikipedia.org/wiki/Market_researchhttp://en.wikipedia.org/wiki/Market_researchhttp://en.wikipedia.org/wiki/Market_researchhttp://en.wikipedia.org/wiki/Marketing_researchhttp://en.wikipedia.org/wiki/Binomial_distributionhttp://en.wikipedia.org/wiki/Poisson_distributionhttp://en.wikipedia.org/wiki/Frequency_distributionhttp://en.wikipedia.org/wiki/Correlation_and_dependencehttp://en.wikipedia.org/wiki/Linear_regressionhttp://en.wikipedia.org/wiki/Chi-square_testhttp://en.wikipedia.org/wiki/Statistical_hypothesis_testinghttp://en.wikipedia.org/wiki/Qualitative_researchhttp://en.wikipedia.org/wiki/Quantitative_researchhttp://en.wikipedia.org/wiki/Quantitative_research


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

compilation of research for a specific purpose.

Secondary research (also referred to as desk research), initially conducted for one purpose,but often used to support another purpose or end goal.

By these definitions, an example of primary research would be market research conducted

into health foods, which is used solely to ascertain the needs/wants of the target market for

health foods. Secondary research in this case would be research pertaining to health foods, but

used by a firm wishing to develop an unrelated product.

Primary research is often expensive to prepare, collect and interpret from data toinformation. Nevertheless, while secondary research is relatively inexpensive, it often can

become outdated and outmoded, given that it is used for a purpose other than the one for

which it was intended. Primary research can also be broken down into quantitative research

and qualitative research, which, as the terms suggest, pertain to numerical and non-numerical

research methods and techniques, respectively. The appropriateness of each mode of research

depends on whether data can be quantified (quantitative research), or whether subjective, non-

numeric or abstract concepts are required to be studied (qualitative research).

There also exist additional modes of marketing research, which are:

Exploratory research, pertaining to research that investigates an assumption.

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

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

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

An emerging area of study and practice concernsinternal marketing,or how employees are

trained and managed to deliver the brand in a way that positively impacts the acquisition

and retention of customers, see alsoemployer branding.

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

services and ideas.
http://en.wikipedia.org/wiki/Internal_marketinghttp://en.wikipedia.org/wiki/Internal_marketinghttp://en.wikipedia.org/wiki/Internal_marketinghttp://en.wikipedia.org/wiki/Employer_brandinghttp://en.wikipedia.org/wiki/Employer_brandinghttp://en.wikipedia.org/wiki/Employer_brandinghttp://en.wikipedia.org/wiki/Diffusion_of_innovationshttp://en.wikipedia.org/wiki/Diffusion_of_innovationshttp://en.wikipedia.org/wiki/Diffusion_of_innovationshttp://en.wikipedia.org/wiki/Employer_brandinghttp://en.wikipedia.org/wiki/Internal_marketing


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With consumers' eroding attention span and willingness to give time to advertising

messages, marketers are turning to forms ofpermission marketingsuch asbranded content,

custom mediaandreality marketing.

Marketing Planning

The marketing planning process involves forging a plan for a firm's marketing activities. A

marketing plan can also pertain to a specific product, as well as to an organization's overall

marketing strategy. Generally speaking, an organization's marketing planning process is

derived from its overallbusiness strategy.Thus, when top management are devising the firm's

strategic direction or mission, the intended marketing activities are incorporated into this plan.There are several levels of marketing objectives within an organization. The senior

management of a firm would formulate a general business strategy for a firm. However, this

general business strategy would be interpreted and implemented in different contexts

throughout the firm.

After the firm's strategic objectives have been identified, the target market selected, and the

desired positioning for the company, product or brand has been determined, marketing

managers focus on how to best implement the chosen strategy. Traditionally, this has involvedimplementation planning across the "4Ps" of marketing: Product management, Pricing (at

what price slot do you position your product, for e-g low, medium or high price), Place (the

place/area where you are going to be selling your products, it could be local, regional, country

wide or International) (i.e. sales anddistribution channels), andPeople.Now a new P has been

added making it a total of 5P's. The 5th P is Politics which affects marketing in a significant

way.

Taken together, the company's implementation choices across the 4(5)Ps are often

described as themarketing mix,meaning the mix of elements the business will employ to "go

to market"and execute the marketing strategy. The overall goal for the marketing mix is to

consistently deliver a compelling value proposition that reinforces the firm's chosen
http://en.wikipedia.org/wiki/Permission_marketinghttp://en.wikipedia.org/wiki/Permission_marketinghttp://en.wikipedia.org/wiki/Permission_marketinghttp://en.wikipedia.org/wiki/Branded_contenthttp://en.wikipedia.org/wiki/Branded_contenthttp://en.wikipedia.org/wiki/Branded_contenthttp://en.wikipedia.org/wiki/Custom_mediahttp://en.wikipedia.org/wiki/Custom_mediahttp://en.wikipedia.org/wiki/Reality_marketinghttp://en.wikipedia.org/wiki/Reality_marketinghttp://en.wikipedia.org/wiki/Reality_marketinghttp://en.wikipedia.org/wiki/Marketing_strategyhttp://en.wikipedia.org/wiki/Business_strategyhttp://en.wikipedia.org/wiki/Product_managementhttp://en.wikipedia.org/wiki/Distribution_%28business%29http://en.wikipedia.org/w/index.php?title=People,_you_have_to_identify_the_people_you_are_going_to_target,_for_e.g_you_cannot_try_to_sell_an_arab_robe_to_a_non_arab_population._%28marketing%29&action=edit&redlink=1http://en.wikipedia.org/wiki/Marketing_mixhttp://en.wikipedia.org/wiki/Go_to_markethttp://en.wikipedia.org/wiki/Go_to_markethttp://en.wikipedia.org/wiki/Value_propositionhttp://en.wikipedia.org/wiki/Value_propositionhttp://en.wikipedia.org/wiki/Go_to_markethttp://en.wikipedia.org/wiki/Go_to_markethttp://en.wikipedia.org/wiki/Marketing_mixhttp://en.wikipedia.org/w/index.php?title=People,_you_have_to_identify_the_people_you_are_going_to_target,_for_e.g_you_cannot_try_to_sell_an_arab_robe_to_a_non_arab_population._%28marketing%29&action=edit&redlink=1http://en.wikipedia.org/wiki/Distribution_%28business%29http://en.wikipedia.org/wiki/Product_managementhttp://en.wikipedia.org/wiki/Business_strategyhttp://en.wikipedia.org/wiki/Marketing_strategyhttp://en.wikipedia.org/wiki/Reality_marketinghttp://en.wikipedia.org/wiki/Custom_mediahttp://en.wikipedia.org/wiki/Branded_contenthttp://en.wikipedia.org/wiki/Permission_marketing


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positioning, buildscustomer loyalty andbrand equity among target customers, and achieves

the firm's marketing and financial objectives.

In many cases, marketing management will develop a marketing plan to specify how the

company will execute the chosen strategy and achieve the business' objectives. The content of

marketing plans varies from firm to firm, but commonly includes:

An executive summary

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

marketing analysis

The company's mission statement or long-term strategic vision A statement of the company's key objectives, often subdivided into marketing objectives

and financial objectives

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

pursued and the competitive positioning to be achieved

Implementation choices for each element of the marketing mix (the 4(5)Ps)

The current scenario of the Indian market looks bright. It is no longer a sellers market and

over the years, it has become one of the largest consumer markets in the world. Today, themarket of India is based on the perfect competition principle with the presence of both buyers

and sellers. The market fluctuations are dependent on the demand- supply chains and there is

very little Government intervention. To complement the economic growth, the retail

marketing sector in India is also on its high. It contributes around 10 % of the overall GDP

and generates around 8 % of the overall employment in the country. Over the years, the retail

marketing sector is expected to rise by around 25 % due to improvement in per capita income,

better lifestyle, and better demographic patterns. According to the experts, the retail and

marketing sector in India will amount to around US$ 175- 200 billion by the year 2016.

The equity market in India ranks as the third in South Eas t Asia after China and

Hong Kong.
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With more and more companies setting bases and new sectors entering the market, the Indian

marketing scene really looks bright for the future.

Customer

Traditionally the word customer was used to define people whom the organization dealt

with externally. Though the word customer is used as a single unit, purchases could be made

both by individuals and groups of people involved in decision making process. The term

customer refers to the purchaser of a product or services. They may or may not be the ultimate

consumer. Whereas the term customer refers to the end user of a product or service.

Consumer behavior can be said to be the study of how individual make decisions on how to

spend their available resources (time, money, efforts) on various consumption related items.

This simple definition of consumer behavior tells marketers to resolve every activity around

the ultimate consumer. And gauge their behavior by specially focusing on:

Who buys products or services

How do they product or services

Where do they buy them

When do they buy them

Why do they buy them

How often do they use them

These questions will help in understanding better what factors influence the decision

making process identifies the number of people who are involved in this process and ascribes

a role of themlike the user, decider, influencer and buyer.

Customerisation

Customerisation refers to the process where in all the employees of the firm are required

to interact directly with the customer end user. They can have access to every person and

function within the organization, be involved in designing and fine tuning key products and


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processes, and turn every interaction with the customer into a platform of interactive

communication so as to add value and increase customer satisfaction.

In the existing business environment-market are turbulent and customer need fast

changing, companies should opt for ways to add value for their customer by offering product

or services just the way they want it. When the customer has to choose from large and

bewildering number of option, feature, pricing structures and delivering method, offering a

unique product to every individual customer will go a long way in adding value to the

customer decisions making process.

Customer satisfaction is a continuous process which do end or begin with a purchase. It

covers the entire ownership experience from selecting a product, to purchase through after

care to repeat purchase. Clearly there are three phases in the customer satisfaction process,

namely:

Pre sales : during this stage the customers expectations are developed through the

various information sources like advertising, word of mouth and so on.

During sales: when the customer is engaged in experiencing on how to deal with

enquires and sell products.

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

product.

Service

Today, a large number of scholars and practitioners of marketing are of the view that

marketing of services should study and practiced as a distinct specialty. It is in keeping with

this development that we have chosen to devote a separate chapter on the subject.

Unique features of services

A service is a performance.

Services do not involve any ownership transfer.

Intangibility.


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Inseparability.

Variability.

Perishability. In services, the customer is a part of the production process and there is a close interaction

between the service provider and the consumer.

Introduction To Brand Awareness:

With the opening of the market or the post liberalization period has resulted in many

companies entering the markets with offerings of their goods and services.

In the earlier stages of economic revolution consumer had to accept what the manufacturer

has produced. But todays consumers aremuch more educated, demanding, expect lot more to suit

their ever changing life styles. There by their quality expectations have been elevated from time to

time in order to rebuild it-self around its customer.

The manufacturer should be able to satisfy, with the type of product and services to match

the ever-changing customer requirements.

In developing a marketing strategy for products, the sellers have to confront the branding

decision. Brand is a major issue in product. Customers have strong preference for particular

versions and brands of basic goods and services. The manufactures eventually learn that market

power lies with the brand name companies. Consumers buying decisions are influenced by the

brand.

In this competitive world, the Brand plays an important role and a brand is very prominent

asset owned by an organization. Brand is endowed with awareness, perceived quality, associations

and brand loyalty. Brand is presented as creative idea.

A brand is a promise of the seller to deliver a specific set of benefits or attributes or

services to the buyer. Brand represents a level of quality.

Meaning


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A Brand is symbol, a mark, a name that acts as a means of communications which brings

about an identity of a given product.

A Brand in short is an identifier of the seller or the maker. A brand name consists of words,

letter or numbers that can be vocalized. Brand mark is the visual representation of the brand like a

symbol, design, distinctive coloring or lettering. Brand creates a bond between the customer and a

product.

Definition:

According to American marketing association A Brand is defined as a name, item, sign,

symbol or special design or some combination of these elements that is intended to identify thegoods or services of one seller or a group of sellers. A brand differentiates these products from

those of competitors.

In the word of Philip kotler

A brand is a name, term, sign, symbol or design or combination of them. Intended to

identify the goods or services of one seller or group of sellers and to differentiate them from those

of competitors.

Role of Branding

In todays world brand names come to create identify to distinguish one product from another.

The following points to pin down its precise role.

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

brand name.

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

promotion.

Brand is a weapon to protect Market: A consumer has tried and liked a product, the brand

enables him to identify the product and repeat the purchase.


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Types Of Brands

Brand Awareness of the Product

Aware of brand, when its presence is registered in the mind of consumers. The level of

awareness can range from mere recognition to recall to top of mind to dominant. The company is

spending money to keep brand in consumers memory.

A strong brand awareness means easy acceptance of new products. Brand with strong

awareness can brought and sold to create brand name with enduring strength.

An organization can put its customer awareness, identify and develop it further to build

strong brand. It is enhanced by creating a brand loyalty and establishing brand identity of a

product.

Brand awareness is asset which brand managers create and enhance to build brand equity.

It is related to the nature and features of product. It leads to brand strength which is constituted bymeasuring the variable like leadership, stability, Market, geographic, trend, support and protection

etc.

Creating brand awareness with the use of advertising, promotion event management etc

a different brand has different kind of awareness which retains recognition.

Manufacturer

Brand

National

Brand

Multiple

Brand

Private

Brand

Single

Brand

Family

Brand

Brand


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Brand awareness satisfies a need of the consumer. A consumer as aims, ambitions,

motivation drives and desire. Consumer feels more powerful when he uses the brand. Satisfactions

or preference for a brand shows how loyal the consumer is likely to be brand.

Now a days consumers are experience with brand awareness for different product, where

the consumers expectations levels are increased towards brand, product etc.

INDUSTRY PROFILE

Telecommunicationiscommunication at a distance by technological means, particularly

through electrical signals or electromagnetic waves. Due to the many different technologies

involved, the word is often used in a plural form, as telecommunications.

Early telecommunication technologies included visual signals, such asbeacons,smoke

signals,semaphore telegraphs,signal flags,and opticalheliographs.Other examples of pre-modern

telecommunications include audio messages such as codeddrumbeats,lung-blown horns, and loud

whistles. Electrical and electromagnetic telecommunication technologiesincludetelegraph,telephone, and teleprinter,networks,radio,microwave transmission,fiber

optics,communications satellites and theInternet.

A revolution inwireless telecommunicationsbegan in the 1900s with pioneering

developments inradiocommunicationsbyGuglielmo Marconi. Marconi won theNobel Prize in

Physics in 1909 for his efforts. Other highly notable pioneering inventors and developers in the

field of electrical and electronic telecommunications include Charles Wheats one andSamuel

Morse (telegraph),Alexander Graham Bell(telephone),Edwin Armstrong, andLee de

Forest (radio), as well asJohn Logie Baird andPhilo Farnsworth (television).

The world's effective capacity to exchange information through two-way

telecommunication networks grew from 281petabytes of (optimally compressed) information in
http://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Beaconhttp://en.wikipedia.org/wiki/Smoke_signalhttp://en.wikipedia.org/wiki/Smoke_signalhttp://en.wikipedia.org/wiki/Semaphore_linehttp://en.wikipedia.org/wiki/Signal_flaghttp://en.wikipedia.org/wiki/Heliographhttp://en.wikipedia.org/wiki/Drum_(communication)http://en.wikipedia.org/wiki/Electrical_telegraphhttp://en.wikipedia.org/wiki/Telephonehttp://en.wikipedia.org/wiki/Teleprinterhttp://en.wikipedia.org/wiki/Telecommunication_networkhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Microwave_transmissionhttp://en.wikipedia.org/wiki/Fiber-optic_communicationhttp://en.wikipedia.org/wiki/Fiber-optic_communicationhttp://en.wikipedia.org/wiki/Communications_satellitehttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Wireless_communicationhttp://en.wikipedia.org/wiki/Wirelesshttp://en.wikipedia.org/wiki/Radio_communicationshttp://en.wikipedia.org/wiki/Guglielmo_Marconihttp://en.wikipedia.org/wiki/Nobel_Prize_in_Physicshttp://en.wikipedia.org/wiki/Nobel_Prize_in_Physicshttp://en.wikipedia.org/wiki/Charles_Wheatstonehttp://en.wikipedia.org/wiki/Samuel_F.B._Morsehttp://en.wikipedia.org/wiki/Samuel_F.B._Morsehttp://en.wikipedia.org/wiki/Alexander_Graham_Bellhttp://en.wikipedia.org/wiki/Edwin_Armstronghttp://en.wikipedia.org/wiki/Lee_de_Foresthttp://en.wikipedia.org/wiki/Lee_de_Foresthttp://en.wikipedia.org/wiki/John_Logie_Bairdhttp://en.wikipedia.org/wiki/Philo_Farnsworthhttp://en.wikipedia.org/wiki/Petabyteshttp://en.wikipedia.org/wiki/Petabyteshttp://en.wikipedia.org/wiki/Philo_Farnsworthhttp://en.wikipedia.org/wiki/John_Logie_Bairdhttp://en.wikipedia.org/wiki/Lee_de_Foresthttp://en.wikipedia.org/wiki/Lee_de_Foresthttp://en.wikipedia.org/wiki/Edwin_Armstronghttp://en.wikipedia.org/wiki/Alexander_Graham_Bellhttp://en.wikipedia.org/wiki/Samuel_F.B._Morsehttp://en.wikipedia.org/wiki/Samuel_F.B._Morsehttp://en.wikipedia.org/wiki/Charles_Wheatstonehttp://en.wikipedia.org/wiki/Nobel_Prize_in_Physicshttp://en.wikipedia.org/wiki/Nobel_Prize_in_Physicshttp://en.wikipedia.org/wiki/Guglielmo_Marconihttp://en.wikipedia.org/wiki/Radio_communicationshttp://en.wikipedia.org/wiki/Wirelesshttp://en.wikipedia.org/wiki/Wireless_communicationhttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Communications_satellitehttp://en.wikipedia.org/wiki/Fiber-optic_communicationhttp://en.wikipedia.org/wiki/Fiber-optic_communicationhttp://en.wikipedia.org/wiki/Microwave_transmissionhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Telecommunication_networkhttp://en.wikipedia.org/wiki/Teleprinterhttp://en.wikipedia.org/wiki/Telephonehttp://en.wikipedia.org/wiki/Electrical_telegraphhttp://en.wikipedia.org/wiki/Drum_(communication)http://en.wikipedia.org/wiki/Heliographhttp://en.wikipedia.org/wiki/Signal_flaghttp://en.wikipedia.org/wiki/Semaphore_linehttp://en.wikipedia.org/wiki/Smoke_signalhttp://en.wikipedia.org/wiki/Smoke_signalhttp://en.wikipedia.org/wiki/Beaconhttp://en.wikipedia.org/wiki/Communication


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1986, to 471 petabytes in 1993, to 2.2 (optimally compressed)exabytes in 2000, and to 65

(optimally compressed) exabytes in 2007. This is the informational equivalent of two newspaper

pages per person per day in 1986, and six entire newspapers per person per day by 2007. Giventhis growth, telecommunications play an increasingly important role in the world economy and the

global telecommunications industry was about a$4.7 trillion sector in 2012. The service revenue

of the global telecommunications industry was estimated to be $1.5 trillion in 2010, corresponding

to 2.4% of the worldsgross domestic product (GDP).

Etymology

The word telecommunicationwas adapted from French. It is a compound of the Greek

prefix tele-meaning "distant", and the Latin communicare, meaning "to share".

The Frenchword tlcommunicationwas first invented in the French Grande Ecole "Telecom ParisTech"

formerly known as "Ecole nationale superieure des telecommunications" in 1904 by the French

engineer and novelistdouard Estauni.

History

Greek hydraulic semaphore systems were used as early as the 4th century BC. The

hydraulic semaphores, which worked with water filled vessels and visual signals, functionedasoptical telegraphs. However, they could only utilize a very limited range of pre-determined

messages, and as with all such optical telegraphs could only be deployed during good visibility

conditions.

During the middle Ages, chains of beacons were commonly used on hilltops as a means of

relaying a signal. Beacon chains suffered the drawback that they could only pass a single bit of

information, so the meaning of the message such as "the enemy has been sighted" had to be agreed

upon in advance. One notable instance of their use was during the Spanish Armada, when a beaconchain relayed a signal from Plymouth to London that signaled the arrival of the Spanish warships.
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(A replica of one ofChappe'ssemaphore towers inNalbach,Germany)

Systems since the middle Ages

In 1792, Claude Chappe, a French engineer, built the first fixed visual telegraphy system

(or semaphore line) between Lille and Paris.However semaphore systems suffered from the need

for skilled operators, and expensive towers at intervals of 1030 kilometres (620 mi). As a result

of competition from the electrical telegraph, Europe's last commercial semaphore line in Sweden

was abandoned in 1880.
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History Of Telecommunication

The first commercialelectrical telegraph was constructed by SirCharles Wheatstone and

SirWilliam Fothergill Cooke,and its use began on April 9, 1839.

Then many transformation and improvement were done in telegraphic.

The conventionaltelephone now in use worldwide wasfirst patentedbyAlexander Graham

Bell in March 1876. As with other greatinventions such asradio,television,the light bulb,

and thedigital computer,

Alexander Graham Bell andGardiner Greene Hubbard,who created the first telephone

company, theBell Telephone Company of the United States, which later evolved into

American Telephone & Telegraph (AT&T).

The first commercial telephone services were set up in 1878 and 1879 on both sides of the

Atlantic in the cities ofNew Haven, Connecticut,andLondon, England.

Types Of Communication

Point-To-Point Communication- Telecommunication over telephone lines

Broadcast Communication- Telecommunication through radio broadcasts

Multiplex System- Telecommunications in which multiple transmitters and multiple

receivers
http://en.wikipedia.org/wiki/Electrical_telegraphhttp://en.wikipedia.org/wiki/Charles_Wheatstonehttp://en.wikipedia.org/wiki/William_Fothergill_Cookehttp://en.wikipedia.org/wiki/Telephonehttp://en.wikipedia.org/wiki/Alexander_Graham_Bellhttp://en.wikipedia.org/wiki/Alexander_Graham_Bellhttp://en.wikipedia.org/wiki/Alexander_Graham_Bellhttp://en.wikipedia.org/wiki/Inventionhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Digital_computerhttp://en.wikipedia.org/wiki/Gardiner_Greene_Hubbardhttp://en.wikipedia.org/wiki/Bell_Telephone_Companyhttp://en.wikipedia.org/wiki/American_Telephone_&_Telegraphhttp://en.wikipedia.org/wiki/New_Haven,_Connecticuthttp://en.wikipedia.org/wiki/London,_Englandhttp://en.wikipedia.org/wiki/London,_Englandhttp://en.wikipedia.org/wiki/New_Haven,_Connecticuthttp://en.wikipedia.org/wiki/American_Telephone_&_Telegraphhttp://en.wikipedia.org/wiki/Bell_Telephone_Companyhttp://en.wikipedia.org/wiki/Gardiner_Greene_Hubbardhttp://en.wikipedia.org/wiki/Digital_computerhttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Inventionhttp://en.wikipedia.org/wiki/Alexander_Graham_Bellhttp://en.wikipedia.org/wiki/Alexander_Graham_Bellhttp://en.wikipedia.org/wiki/Alexander_Graham_Bellhttp://en.wikipedia.org/wiki/Telephonehttp://en.wikipedia.org/wiki/William_Fothergill_Cookehttp://en.wikipedia.org/wiki/Charles_Wheatstonehttp://en.wikipedia.org/wiki/Electrical_telegraph


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Top 10 Largest Telecom Operators in World

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

China Mobile- formerly China state-owned, now still state-controlled, one of two mobile

phone monopolies in the entire China.

Vodafone - Britain's largest telecom operator.

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

mergers.

Telefonica- Multinational company with stakes in Dpain, Latin America and Europe.

Owns the O2 brand.

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

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

NTT DoCoMo- One of Japan's telecom operators.

France Telecom- One of France's telecom companies.

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


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Top Telecom Companies in World

RANK NAME OF COMPANY SUBSCRIBER(In millions)

1 China Mobile 763.2

2 Airtel 484.7

3 Vodafone 453.633

4 China Unicom 276

5 Amrica Mvil 251.8

6 Telefnica 249.26

7 Axiata 239.7

8 Orange 231.5

9 VimpelCom Ltd. 209

10 China Telecom 183

11 MTN Group 175.98

12 Etisalat 167

13 TeliaSonera 160

14 Telenor 150

15 Saudi Telecom Company (STC) 139

16 Reliance Communications 135.88

17 T-Mobile 129.14

18 Verizon Wireless 115.78

19 Idea Cellular 113.9

20 AT&T Mobility 107.0
http://en.wikipedia.org/wiki/China_Mobilehttp://en.wikipedia.org/wiki/Airtelhttp://en.wikipedia.org/wiki/Vodafonehttp://en.wikipedia.org/wiki/China_Unicomhttp://en.wikipedia.org/wiki/Am%C3%A9rica_M%C3%B3vilhttp://en.wikipedia.org/wiki/Telef%C3%B3nicahttp://en.wikipedia.org/wiki/Axiatahttp://en.wikipedia.org/wiki/Orange_S.A.http://en.wikipedia.org/wiki/VimpelCom_Ltd.http://en.wikipedia.org/wiki/China_Telecomhttp://en.wikipedia.org/wiki/MTN_Grouphttp://en.wikipedia.org/wiki/Emirates_Telecommunications_Corporationhttp://en.wikipedia.org/wiki/TeliaSonerahttp://en.wikipedia.org/wiki/Telenorhttp://en.wikipedia.org/wiki/Saudi_Telecom_Companyhttp://en.wikipedia.org/wiki/Reliance_Communicationshttp://en.wikipedia.org/wiki/T-Mobilehttp://en.wikipedia.org/wiki/Verizon_Wirelesshttp://en.wikipedia.org/wiki/Idea_Cellularhttp://en.wikipedia.org/wiki/AT%26T_Mobilityhttp://en.wikipedia.org/wiki/AT%26T_Mobilityhttp://en.wikipedia.org/wiki/Idea_Cellularhttp://en.wikipedia.org/wiki/Verizon_Wirelesshttp://en.wikipedia.org/wiki/T-Mobilehttp://en.wikipedia.org/wiki/Reliance_Communicationshttp://en.wikipedia.org/wiki/Saudi_Telecom_Companyhttp://en.wikipedia.org/wiki/Telenorhttp://en.wikipedia.org/wiki/TeliaSonerahttp://en.wikipedia.org/wiki/Emirates_Telecommunications_Corporationhttp://en.wikipedia.org/wiki/MTN_Grouphttp://en.wikipedia.org/wiki/China_Telecomhttp://en.wikipedia.org/wiki/VimpelCom_Ltd.http://en.wikipedia.org/wiki/Orange_S.A.http://en.wikipedia.org/wiki/Axiatahttp://en.wikipedia.org/wiki/Telef%C3%B3nicahttp://en.wikipedia.org/wiki/Am%C3%A9rica_M%C3%B3vilhttp://en.wikipedia.org/wiki/China_Unicomhttp://en.wikipedia.org/wiki/Vodafonehttp://en.wikipedia.org/wiki/Airtelhttp://en.wikipedia.org/wiki/China_Mobile


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Telecom Industry in India

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

Division of circles mostly along the state boundaries

Circles were categorized as Metros, A, B and C based on the revenue potential of the circle

when 1st set of auctions were held in 1995


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n 1880, two telephone companies namely The Oriental TelephoneCompany Limited

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

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

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

promising industry once it emerged. By the following year, it changed its decision and finally

on 28th January, 1882, license was granted to The Oriental Telephone Company Limited of

England for opening telephone exchanges at Kolkata, Mumbai, Chennai and Ahmedabad.

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

all sections of the telecom industry. However, while telephones were introduced in the major

towns and cities across the country during the British period, total number of telephones in

India in 1948 were merely 80,000.The growth was negligible even after independence and the

telephone was used as a status symbol by the rich despite being an

extremely essential device of public utility. This sluggish rate of growth continued till 1991 when

the number of telephones was 5.07 million.

1994

Start ofCellular

operations

1999New

TelecomPolic

2000-01

3rd/4thOperator

2003CDMA

networkslaunched

2004

CallingParty Pays

(CPP)

2005LifetimeValidityProducts

2008

FreshLicenses

issued to 6

2009Tariff warsamongsto erators

20103G, BWA

auctions


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

series of fruitful decisions initiated by the Government which included:

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

1975.

The formation of Mahanagar Telephone Nigam Limited (MTNL) out of (DOT) to

provide telecom services exclusively to Delhi and Mumbai.

In the 1990s, the telecom sector was opened up by the Government for private

investment as a part of Liberalization-Privatization Globalization Policy.

On 1/Oct/2000, the Government corporative its operations wing under the name of Bharat

Sanchar Nigam Limited (BSNL).

To top it all, the introduction of mobile communication is undeniably

the biggest success story scripted by the telecom industry.

The Indian telecom industry is going through phenomenal growth. With 100 million

installed mobile subscribers, adding four million new subscribers every month, and the cheapest

mobile rates in the world at two cents per minute, it is not surprising that all the telecom vendors

are vying for a piece of this action. Major new trends unseen in previous markets have emergedduring the last five years.

Start-ups and established vendors involved in the telecoms eco- system need to take heed

and develop appropriate strategies in order to take advantage of this new high- growth

opportunity.

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

data, graphics and video at ever increasing speeds and in an increasing number of ways. Whereas

wire line telephone communication was once the primary service of the industry, wireless

communication services and cable and satellite program distribution make up an increasing

share of the industry. During the late 1990s, the telecommunications industry experienced very

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


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

capacity. The excess capacity and additional competition led to either declining revenues

or slowing revenue growth, which has led to consolidation within the industry, as manycompanies merged or left the industry.

The largest sector of the telecommunications industry continues to be made up of

wired telecommunications carriers. Establishments in this sector mainly provide telephone

service via wires and cables that connect customers premises to central offices maintained by

telecommunications companies. The central offices contain switching equipment that routes

content to its final destination or to another switching center that determines the most efficient

route for the content to take. While voice used to be the main type of data transmitted over the

wires, wired telecommunications service now includes the transmission of all types of

graphic, video, and electronic data mainly over the Internet. The telecommunications industry

offers steady, year-round employment.

The business environment for Indias telecommunications industry is excellent. The

government policies have encouragedthe growth, increased competition and high levels of foreign

direct investment (up to 74% foreign investment is now allowed). The Indian governments goal is

to provide an environment where service companies, handset manufacturers and networkcompanies will invest in India and use India for research and development work (R&D).

The favorable business environment has attracted a number of foreign multinational firms

such as Hutchison, Vodafone, Nokia and Malaysia Telecom. In my opinion the real edge for India

will be the R&D facilities being setup there which can provide innovation for next

generation technologies - not only for India but for everywhere else as well.

Indian Telecom sector, like any other industrial sector in the country, has gone through

many phases of growth and diversification. Starting from telegraphic and telephonic systems

in the 19th century, the field of telephonic communication has now expanded to make use of

advanced technologies like GSM, CDMA, and WLL to the great 3G Technology in mobile

phones. Day by day, both the Public Players and the Private Players are putting in their


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resources and efforts to improve the telecommunication technology so as to give the

maximum to their customers.

The telecom network in India is the fifth largest network in the world meeting up with

global standards. Presently, the Indian telecom industry is currently slated to an estimated

contribution of nearly 1% to Indias GDP.

Important Milestones

Pre-1902Cable telegraph

1902Firstwireless telegraph station established betweenSagar Island andSandhead.

1907First Central Battery of telephones introduced inKanpur.

19131914First Automatic Exchange installed inShimla.

1927Radio-telegraph system between the UK and India, withImperial Wireless Chainbeam

stations atKhadki andDaund.Inaugurated byLord Irwin on 23 July by exchanging greetings

withKing George V.

1933Radiotelephone system inaugurated between the UK and India.

195312 channel carrier system introduced.

1960Firstsubscriber trunk dialling route commissioned

betweenLucknow andKanpur.[citation needed]

1975FirstPCM system commissioned betweenMumbai City andAndheri telephone

exchanges.

1976Firstdigitalmicrowavejunction.

1979Firstoptical fibre system for local junction commissioned atPune.
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1980Firstsatellite earth station for domestic communications established

atSikandarabad,U.P..

1983Firstanalogue Stored program Control exchange fortrunk Lines commissioned at

Mumbai.

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

1995Firstmobile telephone service started on non-commercial basis on 15 August 1995

inDelhi.

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

The Indian telecom sector can be broadly classified into Fixed Line Telephony and mobile

telephony. The major players of the telecom sector are experiencing a fierce competition in both

the segments. The major players like BSNL, MTNL, VSNL in the fixed line and Reliance

Communication, Airtel, Hutch, Idea, Tata, in the mobile segment are coming up with new tariffs

and discount schemes to gain the competitive advantage.

At 110.01 million connections Indian Telecom Industry is the fifth largest and fastest

growing in the world. Over the last 3 years, two out of every three new telephone

connections were wireless. Consequently, wireless now accounts for 54.6% of the total telephone

subscriber base, as compared to only 40% in 2003. Wireless subscriber growth is expected to

grow at 2.5 million new subscribers every month in 2007. The wireless subscriber base

skyrocketed from 33.69 million in 2004 to 62.57 million in FY 2004 -2005.

The wireless technologies currently in use ' Indian Telecom Industry ' are Global

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

There are primarily 9 GSM and 5 CDMA operators providing mobile services in 19

telecommunication circles and 4 metro cities, covering more than 2000 towns across the country.
http://en.wikipedia.org/wiki/Satellite_earth_stationhttp://en.wikipedia.org/wiki/Sikandarabadhttp://en.wikipedia.org/wiki/Uttar_Pradeshhttp://en.wikipedia.org/wiki/Analog_signalhttp://en.wikipedia.org/wiki/Trunk_linehttp://en.wikipedia.org/wiki/C-DOThttp://en.wikipedia.org/wiki/Digital_datahttp://en.wikipedia.org/wiki/Mobile_telephonehttp://en.wikipedia.org/wiki/Delhihttp://en.wikipedia.org/wiki/Delhihttp://en.wikipedia.org/wiki/Mobile_telephonehttp://en.wikipedia.org/wiki/Digital_datahttp://en.wikipedia.org/wiki/C-DOThttp://en.wikipedia.org/wiki/Trunk_linehttp://en.wikipedia.org/wiki/Analog_signalhttp://en.wikipedia.org/wiki/Uttar_Pradeshhttp://en.wikipedia.org/wiki/Sikandarabadhttp://en.wikipedia.org/wiki/Satellite_earth_station


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And the numbers are still growing for ' Indian Telecom Industry. Telecom Industry in India is

regulated by 'Telecom Regulatory Authority of India' (TRAI). It has earned good reputation

for transparency and competence. Three types of players exist in ' Telecom Industry India 'community.

State owned companies like - BSNL and MTNL.

Private Indian owned companies like - Reliance Communication and Tata

Teleservices.

Foreign invested companies like - Hutchison-Essar, Bharti Tele-Ventures, Idea

Cellular, BPL Mobile, Spice Communications etc.

The Indian Telecom Industry services are not confined to basic

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

Wireline telephone market in India


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Wireless telephone market in India

SCOPE OF TELECOM INDUSTRY

The telecom industry is growing at a great pace and the growth rate is expected to doublewith every passing year. There are many new developments in the telecomm sector,

including the ingress of 3G technology that the Indian market is witnessing at present. Public

and Private Players MTNL, BSNL, VSNL are the major Public Players, whereas Airtel, Idea,

Hutch, Tata, Reliance, BPL are the leading Private Players in the country. Some of them are

entering foreign markets as well.

OPPORTUNITIES IN INDIAIn the past 3 years has been surveyed by Indian Ministry of Communications and

Information Technology in New Delhi very recently. The telecom sector is one of the leading

contributors to India's flourishing economy. According to the report presented by taking into

account the statement of Indian Ministry of Communications and Information


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Technology, the telecom opportunities in India has been growing by 20 to 40 % every

year since past 3 years.

The telecom services in India have been recognized as a world-class tool for

the socio-economic development in India. India is known to rank fourth in the telecom

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

known to stand in the eighth position across the globe and second among the

emerging economies. The world average percentage for the telecom industry as against the

Indian average is 7.5 times while the Asian average against the same was 4.5 times. The current

market range of the telecommunication industry in India has been estimated to USD 8 billion

and this is expected to undergo an accretion by the end of 2012.

The growth witnessed by the telecom market in India has increased the number of

opportunities for the industry and this has been fueled by the growing mobile sector, which has

attained the consumer level of 10 million by the end of December 2002 that was almost 100

percent in the year. Telecommunication Sector Opportunities in India assures a transparent,

safe, and secured ambiance for the telecom market. Around 300 million population of highly

consumable middle-class status that is advantageous for the industry surrounds the telecomsector in India. This is because, in some of the Indian that possess land line telephones can be

substituted by mobile phones that is very unlike the developed countries. Therefore, it

adds up to the growth in mobile sector in Indian telecom industry.

Few more Telecommunication Sector Opportunities in India include introduction of

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

international long distance services sector. The opportunities in the Indian telecom sector is

increasing at a massive pace with the introduction of newer and innovative schemes in

various sectors and at present the telecom sector in India is claimed to be one of the major

contributors in India's flourishing economy.


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VAS Revenues are dominated by SMS and Ring-back Tones

40.0%

11.0%16.0%

9.0%

4.0%

20.0%

Postpaid

SMS

CLI

GPRS

Ringtones &

Ringback Tones

Content Downloads

36.0%

0.0%

5.0%30.0%

5.0%

24.0%

Prepaid


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Income Of Indian Telecom Industry

The Indian telecom sector continued its robust growth with the wireless market growing at9.91 percent and churning revenues worth Rs.371 billion (Rs.37196 crores) for the second

quarter ending September, an official agency said. A total of 28.44 million subscribers were

added in this quarter, the Telecom Regulatory Authority of India (TRAI) said in a

statement. The adjusted gross revenue (AGR) for the quarter is placed at Rs.273 billion (Rs.27,

357 crore) as against Rs.26, 990 crore (Rs.269 billion) for the previous quarter, thereby

showing an increase of 1.36 percent.

The total subscriber base of the wire line and wireless services reached 353.66 million forthe quarter ending September as against 325.79 million for the quarter ending June,

thus registering an increase of 8.55 percent during the quarter.

However, the average revenue per user (ARPU) for GSM subscribers, all

India segment, decreased 7.53 percent from Rs.239 in June to Rs.221 in September. The

second quarter also witnessed a spurt in number of free-to-air (FTA) and pay channels being

carried by the cable networks for television. Currently, there are 161 FTA channels and 129 pay

channels as reported by 19 broadcasters/their distributors at the quarter ending September.

However, no new private FM radio station came into operation in the quarter under review,

TRAI said. Also, no direct-to-home (DTH) license was issued.

Though the telecom industry saw various ups and downs, the sector witnessed

international investor community betting on the Indian market. The Indian telecom sector can

be broadly classified into Fixed Line Telephony and mobile telephony. The major players of the

telecom sector are experiencing a fierce competition in both the segments. The major players likeBSNL, MTNL, VSNL in the fixed line and Airtel, Hutch, Idea, Tata, Reliance in the mobile

segment are coming up with new tariffs and discount schemes to gain the competitive advantage.

The Public Players and the Private Players share the fixed line and the mobile segments.

Currently the Public Players have more than 60% of the market share.


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Hyper growth in subscriber base punctuated in 2012

20

02

20

03

20

04

20

05

20

06

20

07

20

08

20

09

20

10

20

11

20

12

CDMA - 6 10 17 41 57 84 95 20 25 20

GSM 10 22 37 59 10 17 25 41 54 64 65

-100200300

400500600700800900

1,000

CDMAGSM

62%38%

Private player Public Player

Mobile Subscriber Base ( Million)


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2. RESEACRH DESIGN

Title of the study

Brand awareness with respect to Reliance Mobile

Objectives of the study

To identify the consumer needs.

To know the brand image of Reliance Mobile.

To measure the brand image towards Reliance Mobile.

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

To find opinion about brand and service provided by Reliance Mobile

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

To know the consumers reaction towards brand Reliance Mobile in respect of price, offers-

schemes etc

Scope of the study

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

and identify the human action towards brand.

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

finding out the brand awareness of the consumers.

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

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

brand.


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Need for the study

Today costumers are facing a growing range of choice in the different brands of products

and services. They are making their choice on the basis of their perceptions of brand, quality

service and value.

Companies need to understand the rapid growth of global market place. Where, the

companies should choose brand names with an eye to their global reach.

This study is not concerned only with brand awareness but deals also with other facts. Itincludes a wide preview of

From where did they come to know about the product?

Did they feel that the brand is important to purchase?

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

Did they feel that the branded product matches their expectations?

How the brands influence the market?

How relevant the brand towards trend?

Do brand suggestive to the products?

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

These questions will help in understanding better, what factor influence the people about

brand awareness?

The marketers have realized that they have to take technical decisions concerning the brandto cater to the needs of the consumers to develop brand identify and brand position.

The company must understand how their consumers perceive brand, quality and how much

they expect.


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Therefore, it becomes very necessary to understand, analyze and evaluate the brand

awareness in a systematic manner and act accordingly for existence.

Methodology

Data is the information collected from various sources. It is concerned with gather accurate

and proper knowledge about the problem that is in hand. Formally there are 2 types of gathering

information namely primary data and secondary data.

Data collection mode: Two methods have been used to collect the relevant data, which are

essential for the study, they are:

Primary Data:data is collected to obtain desired information through structured questionnaire.

Secondary Data:it is compiled through books, magazines, newspapers and internet etc.

Sampling plan:A small selection of the large group which is taken for interviewing is called

sampling. A sample is taken representative and adequate which gives proper information.

In order to study brand awareness towards Reliance mobile connection the following sampl ing

plan was adopted.

Sample size: A sample size of hundred was taken in order to carry the study.

Sampling unit: For this survey the target population consisted of people residing in various

localities of Bangalore between the age group 20-50 who are the users of mobile Instrument of

data collection is questionnaire.

Sampling technique:A simple random technique was adopted to select the representative sample

from the sampling unit.

Tools for data collection Data for this study is collected from both primary and secondary data.

The primary data is collected through a structured questionnaire which was prepared to interview

the respondents.


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The secondary data was collected through discussion with officials of the company to get

general information; data was also collected from newspapers, books, magazines, company records

and internet etc.

a product or service that bear its ability to satisfy or implied needs.

Plan of analysis

The data is collected from both primary and secondary sources and also been tabulated in

the form of tables and drawn in to graphs depicting the various finding significantly. The data

collected through questionnaire are analyzed in detail and divided in to various categories of

preferences and conclusion are drawn on the possible changes are causes for brand preference and

market share is given based on the research study.

Statement of the problem

In the emerging knowledge based economy it has become necessary to know how much

market power lies with the brand name. The study of brand awareness is essential in marketing

planning. Customer needs and preferences keep changing where brands ultimately command

customers loyalty.

The realistic side of the problem is to know the acceptance level of the brand awareness

towards the product. This study will help us to understand the brand awareness and what problems

are being faced by the consumers, to which appropriate measures to be taken to solve the

problems.

This project has mainly been taken up to understand the brand awareness, buying motives

to ensure the Brand awareness towards Reliance Mobile connection apart from this, it is to

understand the new opportunities in the market for the improvement of brand awareness and sales

towards the products


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Limitations Of The Study

The study is restricted to some areas of Bangalore city.

The findings of the study are based on the assumption that the respondents

divulged correct information.

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

Bias and unwillingness of certain respondents to answering some questions

may hinder the study.

The study is time bound, due to rapid changes in the market, expectation

level of consumers, introduction of new products.

The study may not be applicable over a period of time


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3.COMPANY PROFILE

Reliance Group

Think big. Think different. Think ahead.

Reliance - Anil Dhirubhai Ambani Group, an offshoot of the Reliance Group founded byShri Dhirubhai H Ambani (1932-2002), ranks among Indias top three private sector business houses

in terms of net worth. The group has business interests that range from

telecommunications (Reliance Communications Limited) to financial services (Reliance Capital

Ltd) and the generation and distribution of power (Reliance Infrastructure Limited).


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

private sector information and Communications Company, with over 100 million subscribers. It hasestablished a pan-India, high-capacity, integrated (wireless and wireline), convergent (voice, data

and video) digital network, to offer services spanning the entire infocomm value chain.

Other major group companies Reliance Capital and Reliance Infrastructure are widely

acknowledged as the market leaders in their respective areas of operation.

Founder: SH. DHIRUBHAI AMBANI

Few men in history have made as dramatic a

contribution to their countrys economic fortunes as did the

founder of Reliance, Sh. Dhirubhai H Ambani. Fewer

still have left behind a legacy that is more enduring and

timeless.

As with all great pioneers, there is more than oneunique way of describing the true genius of

Dhirubhai: the corporate visionary, the unmatched

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

Indias capital markets, the champion of shareholder interest. But the role Dhirubhai cherished most

was perhaps that of Indias greatest wealth creator. In one lifetime, he built, starting from the

proverbial scratch, Indias largest private sector enterprise.

When Dhirubhai embarked on his first business venture, he had a seed capital of barely US$300 (around Rs 14,000). Over the next three and a half decades, he converted this fledgling

enterprise into a Rs 60,000 crore colossusan achievement which earned Reliance a place on the

global Fortune 500 list, the first ever Indian private company to do so.

Dhirubhai is widely regarded as the father of Indias capital markets. In 1977, when Reliance


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Textile Industries Limited first went public, the Indian stock market was a place patronised by a

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

Undaunted, Dhirubhai managed to convince a large number of first-time retail investorsto participate in the unfolding Reliance story and put their hard-earned money in the Reliance

Textile IPO, promising them, in exchange for their trust, substantial return on their

investments. It was to be the start of one of great stories of mutual respect and reciprocal gain in the

Indian markets.

Under Dhirubhais extraordinary vision and leadership, Reliance scripted one of the greatest

growth stories in corporate history anywhere in the world, and went on to become Indias largest

private sector enterprise.

Throughout this amazing journey, Dhirubhai always kept the interests of the ordinary

shareholder uppermost in mind, in the process making millionaires out of many of the initial

investors in the Reliance stock, and creating one of the worlds largest shareholder families.

Dhirubhai preached and personally practised one mantra throughout his life: Dream

with conviction. He built the Reliance empire from scratch and, in a short span of 25 years, itcatapulted to become one of the top Fortune 500 corporations of the world an achievement

unparalleled in history.

He was deeply rooted in traditional Indian values, and at the same time, Dhirubhai possessed

a very modern outlook - truly that of a 21st century person. His corporate philosophy was short,

simple and incredibly effective: Think big. Think different. Think fast. Think ahead. Aim for the

best. This was clearly reflected in his passion for mega-sized projects, as well as his fascination for

cutting-edge technology and desire to always achieve the highest possible productivity. At Reliance,

Dhirubhai was a pillar of inspiration for one and all. By practicing what he preached, he inspired and

encouraged everyone to surpass the best in the world.

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


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education. Being an effective communicator, he continued to inspire, guide, educate and

motivate everyone through his communications. He was a firm believer in the power of

information and communication, and how it can be utilised and turned to the advantage of one andall, by making time and distance irrelevant.

He would always say that if a telephone call could be made cheaper than a postcard, it would

transform every home, empower every Indian, remove every obstacle to opportunity and

growth, and tear apart every barrier that divides Indian society. He was convinced that infocom

could energise enterprises, drive governance, and render learning an interesting experience,

apart from making life exciting.

Keeping his conviction as our credo, Reliance Communications is committed to transform

Dhirubhais dream into a reality.

A dream come true:

The late Dhirubhai Ambani dreamt of a digital Indiaan India

where the common man would have access to affordable

means of information and communication. Dhirubhai, who

single-handedly built Indias largest private sector company

virtually from scratch, had stated as early as 1999: Make the

tools of information and communication available to people at

an affordable cost. They will overcome the handicaps of

illiteracy and lack of mobility.

It was with this belief in mind that Reliance Communications (formerly Reliance

Infocomm) started laying 60,000 route kilometres of a pan-I

Documents

Brand Awareness With Respect to Relianec Communications