RelianceEE Project Final Daya

8/6/2019 RelianceEE Project Final Daya

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PROJECT ON:-

CUSTOMERS ATTITUDE ANDCUSTOMERS ATTITUDE AND

PERCEPTION TOWARDS RELIANCE 3GPERCEPTION TOWARDS RELIANCE 3G

SERVICES IN JAMSHEDPUR.SERVICES IN JAMSHEDPUR.

DEPARTMENT OF

MANAGEMENT

BIRLA INSTITUTE OF

TECHNOLOGY, MESRA.


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SUBMITTED TO :-

SUBMITTED BY: RELIANCE

COMMUNICATION DAYANAND KUMAR

JAMSHEDPUR REGION

MBA/1034/2010

RAM

KUMAR SRIVASTAVA

MB

A/1017/2010

CERTIFICATE

This is to certify that Mr. Dayanand kumar bearing

university Roll No. MBA/1034/2010 has

successfully completed the project on the topic

CUSTOMER ATTITUDE AND PERCEPTION TOWARDS

RELIANCE 3G SERVICES IN JAMSHEDPURunder the

guidance of MR. Sandeep Shukla(Cluster

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head,Jamshedpur) and Mr.Hitesh Shukla(Incharge 3G

services).

Under

Guidance

Mr.Sandeep Shukla

Mr.Hitesh

Shukla

RELIANCE

COMMUNICATION

JAMSHE

DPUR

SL.NO.

INDEX PAGENO.

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1INTRODUCTION

6

2RELIANCE COMPANY PROFILE

9

3

RELIANCE 3G SERVICES

18

4 SWOT ANALYSIS OF RELIANCE 25

5PROBLEMS FACED BY RELIANCE

30

6 RESEARCH METHOLOGY & HYPOTHESIS

31

7 FINDINGS FROM QUESTIONAIRE 34

8 CONCLUSION 40

9FINDINGS FROM CUSTOMERS

42

10 FINDINGS FROM RETAILERS 43

11 SUGGESTION 44

12 APPENDICES

13 QUESTIONNAIRE 48

14 BIBILOGRAPHY 51

15 LIST OF RETAILERS 52

ACKNOWLEDGEMENT

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I would like to express my sincere thanks to all those instrumental

in this project Work. First of all, I would to thank MR.SANDEEP

SHUKLA (Cluster head Reliance Communication,

Jamshedpur) forgiving methis opportunity to do this project

and learn from it. I am thankful to Reliance Communication Ltdfor giving me helpful information to complete this project

(Research).

I express my sincere thanks to Mr.HITESH SHUKLA(Deputy

manager &incharge of 3G Services)& Prof. SHARDHA

SHIVANI (BIT faculty), for helping me in giving me all relevant

information about the product and service.

My heart full thanks to the whole staff and customers ,Retailers

and distributors of Reliance Communication Ltd,Jamshedpur

who gave me continuous support in every possible manner to

gain practical knowledge in Industry.

Finally I would like thank all lecturers, friends and my family for

the kind of support and to all who directly or indirectly helpedme in preparing this project report and special thanks to

website- www.rcom.co.in.

Date:

Place: JAMSHEDPUR DAYANAND KUMAR

ROLL-MBA/1034/2010

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PREFACE

A project is a scientific and systematic study of real

issues on a problem with the application of

management concept and skills. The study can deal

with small or big issues in any division of an

organization. It can be case study where a problem

has been dealt with, through the process ofmanagement. The essential equipment of a project

this that, it should contain scientific collection of

data, analysis and interpretation of data leading to

valid conclusion.

Project is an essential part in MBA curriculum. It

enables the student to share the real experience in

Industry & Market. My project has placed in Market

Research.

The topic of my project was CUSTOMER ATTITUDE AND

PERCEPTION TOWARDS RELIANCE 3G SERVICES IN

JAMSHEDPUR.

This project report tends to give a sharp picture of

the3G services of

Reliance telecom industry.I hope, this study can be of some help to the telecom

industry of his product

and future prospects of 3G services.

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INTRODUCTION

Research Problem

This Research deals with finding and analyzing Customers

attitude and perception towards Reliance 3G services in

Jamshedpur. Our Research deals with analyzing scope of Reliance

3G services in Jamshedpur.

Management Problem

Our aim is to analyze Customers attitude and response towardsReliance 3G services in Jamshedpur .Our aim is to suggest a set of

recommendation to Reliance to improve its 3G services according

to expectation of customers of Customers of Jamshedpur and to

suggest strategies that Reliance should follow to compete with its

Competitors.

Background.

Reliance is single private 3G telecom service provider in

Jamshedpur.

Reliance 3G service can offer speeds upto 21Mbps

Various 3G services offered by Reliance are follows

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Video Call

Video Portal

Mobile Internet HSPA

Mobile TV

RWorld

Multiplayer Gaming.

Jamshedpur comes under RTL(Reliance Telecom limited )

of Reliance Communication.

3G Dev

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OBJECTIVES

1.To analyse attitude and perception of customers towards

reliance 3G services in Jamshedpur.

2.SWOT analysis of Reliance 3G services.

3. To analyse interest and expectations of Customers towards 3G

services in Jamshedpur.

4.To suggest some guidelines to Reliance in order to provide

better focused 3G services.

5.To recommend strategy that Reliance should implement for

improving Customer satisfaction towards 3G services.

6. To analyze marketing strategies used by Reliance for its 3G

services.

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Reliance communication is only private telecom service

provider who is providing 3G services in Jamshedpur

city. It launched its 3G services in Jamshedpur in April.

COMPANYS PROFILE

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OverviewIntroduction

Reliance Communications Limited (Reliance Communications orthe Company) is Indias largest integrated communicationsservice provider in the private sector with over 32 millionindividual, enterprise, and carrier customers.We operate pan-India across the full spectrum of wireless,wireline, and long distance, voice, data, video and internetcommunication services. We also have an extensive internationalpresence through the provision of long distance voice, data andinternet services and submarine cable network infrastructureglobally.

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As presently constituted, Reliance Communications was formedby the demerger and vesting of the telecommunicationsundertakings of Reliance Industries Limited

The demerger and vesting became effective on December 21,2005. Our shares were listed in India on the Bombay StockExchange and National Stock Exchange on March 6, 2006 and ourGlobal Depositary Receipts were listed on the Luxembourg StockExchange on August 3, 2006.

Reliance Communications Limited founded by the late ShriDhirubhai H Ambani (1932-2002) is the flagship company of theReliance Anil Dhirubhai Ambani Group. The Reliance AnilDhirubhai Ambani Group currently has a net worth in excess ofRs. 64,000 crore (US$ 13.6billion), cash flows of Rs. 13,000 crore

(US$ 2.8 billion), net profit of Rs. 8,400 crore (US$ 1.8billion).Reliance Communications is India's foremost and truly integratedtelecommunications service provider. The Company, with acustomer base of over 124 million including over 2.5 millionindividual overseas retail customers, ranks among the Top 4

Telecom companies in the world by number of customers in asingle country. Reliance Communications corporate clienteleincludes 2,100 Indian and multinational corporations, and over800 global, regional and domestic carriers.

Reliance Communications has established a pan-India, nextgeneration, integrated (wireless and wireline), convergent (voice,data and video) digital network that is capable of supporting best-of-class services spanning the entire communications value chain,covering over 24,000towns and 600,000 villages. RelianceCommunications owns and operates the world's largest nextgeneration IP enabled connectivity infrastructure, comprising over277,000 kilometers of fibre optic cable systems in India, USA,Europe, Middle East and the Asia Pacific region.

AN OVERVIEW OF CURRENT MARKET SCENARIO

Reliance Communications (formerly Reliance

Communications Ventures) is one of India's largest providers

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of integrated communications services. The company has

more than 20 million customers and serves individual

consumers, enterprises, and carriers, providing wireless,

wireline, long distance, voice, data, and internet

communications services through a number of operatingsubsidiaries. The company sells communications and digital

entertainment products and services through its chain of

Reliance Web World retail outlets. The company's Reliance

Infocomm subsidiary provides wireless communications

services throughout India. Reliance Communications is part

of the Reliance - Anil Dhirubhai Ambani Group.

The current network expansion undertaken by Reliance isthe largest wireless network expansion undertaken by any

operator across the world.

It was with this belief in mind that Reliance Communications(formerly Reliance Infocomm) started laying 60,000 routekilometres of a pan-India fibre optic backbone. Thisbackbone was commissioned on 28 December 2002, theauspicious occasion of Dhirubhais 70th birthday, though

sadly after his unexpected demise on 6 July 2002.

Reliance Communications has a reliable, high-capacity,integrated (both wireless and wire line) and convergent(voice, data and video) digital network. It is capable ofdelivering a range of services spanning the entire infocomm(information and communication) value chain, includinginfrastructure and services for enterprises as well asindividuals, applications, and consulting.

Today, Reliance Communications is revolutionizing the wayIndia communicates and networks, truly bringing about anew way of life.

We will leverage our strengths to execute complex global-scale projects to facilitate leading-edge information and

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communication services affordable to all individualconsumers and businesses in India.

We will offer unparalleled value to create customer delightand enhance business productivity.

We will also generate value for our capabilities beyondIndian borders and enable millions of India's knowledgeworkers to deliver their services globally.

BRIEF STUDY OF THE ORGANIZATION

Chairmans profile

Reliance Communications Limited founded by the late Shri.Dhirubhai H Ambani (1932-2002) is the flagship company of

the Reliance Anil Dhirubhai Ambani Group. It is India's

foremost truly integrated telecommunications service

provider. With a customer base of over 36 million including

close to one million individual overseas retail customers,

Reliance Communications ranks among the top ten Asian

Telecom companies. Its corporate clientele includes 600

Indian, 250 multinational corporations and over 200 globalcarriers and owns and operates the world's largest next

generation, IP enabled connectivity infrastructure,

comprising over 150,000 kilometers of fiber optic cable

systems in India, USA, Europe, Middle East and the Asia

Pacific region.

Regarded as one of the foremost corporate leaders of

contemporary India, Shri Anil D Ambani, 48, is the chairman

of all listed companies of the Reliance ADA Group, namely,

Reliance Communications, Reliance Capital, Reliance Energy

and Reliance Natural Resources.

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He is also the president of the Dhirubhai Ambani Institute of

Information and Communications Technology, Gandhinagar

An MBA from the Wharton School of the University ofPennsylvania, Shri Ambani is credited with pioneeringseveral financial innovations in the Indian capital markets.He spearheaded the countrys first forays into overseascapital markets with international public offerings of globaldepositary receipts, convertibles and bonds.

Under his chairmanship, the constituent companies of theReliance ADA group have raised nearly US$ 3 billion fromglobal financial markets in a period of less than 15 months.

Shri Ambani has been associated with a number ofprestigious academic institutions in India and abroad.

He is currently a member of:

Wharton Board of Overseers, The Wharton School, USA Board of Governors, Indian Institute of Management (IIM),

Ahmedabad Board of Governors, Indian Institute of Technology (IIT),

Kanpur Executive Board, Indian School of Business (ISB), Hyderabad

In June 2004, Shri Ambani was elected as an Independentmember of the Rajya Sabha Upper House, Parliament of India,a position he chose to resign voluntarily on March 25, 2006.

Select Awards and Achievements

Voted the Businessman of the Year in a poll conducted byThe Times of India TNS, December 2006 Voted the Best role model among business leaders in the

biannual Mood of the Nation poll conducted by India Todaymagazine, August 2006

Conferred the CEO of the Year 2004 in the Platts GlobalEnergy Awards

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Conferred 'The Entrepreneur of the Decade Award' by theBombay Management Association, October 2002

Awarded the First Wharton Indian Alumni Award by theWharton India Economic Forum (WIEF) in recognition of hiscontribution to the establishment of Reliance as a globalleader in many of its business areas, December2001Selected by Asiaweek magazine for its list of 'Leaders ofthe Millennium in Business and Finance' and was introducedas the only 'new hero' in Business and Finance from India, June1999.

Strategic Business Units

The business of Reliance Communications is organized into three

strategic customer facing business units: Wireless, Global, andBroadband. In addition, one of the wholly owned subsidiaries ofReliance Communications is engaged in the marketing anddistribution of wireless handsets. Our strategic business units aresupported by our fully integrated, state-of-the-art network andoperations platform and by the largest retail distribution andcustomer service facilities of any communications serviceprovider in India.

Wireless

We offer CDMA and GSM based wireless services, including mobileand fixed wireless voice, data, and value added services forindividual consumers and enterprises. Our primary brands areReliance Mobile for the mobile portfolio of services and RelianceHello for the fixed wireless portfolio of services. Our voice servicescomprise both local, and national and international long distancecalling. Our data services comprise wireless multimedia over theclick, browse, and select Reliance Mobile World platform,wireless internet access (Reliance Netconnect), and connectivityfor devices such as point-of-sale, lottery and ATM terminals. Wealso offer public calling office (PCO) and coin collection boxservices over our wireless network through independent retailoperators of such facilities.Our presence in the wireless market increased significantly withthe commercial launch nationwide of our CDMA based services inmid-2003. Within three years, we have become the largest

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provider of wireless communication services in the country, asmeasured by voice and data minutes of use. As at December 31,2006, we had 30 million wireless customers in aggregate,representing a 20.5% market share of the All-India wirelessmarket. We had the largest in-service base of multimedia-enabledhandsets and the largest number of unique users of such services(over 8 million customers). In addition, we are the largest PCOoperator in the private sector with over 50% market share.

GlobalWe offer national and international long distance calling services.We operate thisbusiness unit primarily on a wholesale basis, offering carriage andtermination to other carriers as well as on an inter segment basisto other business units of Reliance Communications. In overseasmarkets, we offer a retail virtual calling card service for calls toIndia (Reliance India Call) and to 200 other international

destinations (Reliance Global Call). This service is currently activein the United States, Canada, the United Kingdom, and Australia.We entered the long distance market in India in mid-2003, andhave become thelargest carrier of international voice minutes, with a market shareof over 40%. Inaddition, we have over 1 million active customers for our RelianceIndia Call service, a unique overseas consumer franchise. Usageof Reliance India Call accounts for around 40% of total retailmarket calls from the United States to India.We offer national and international (submarine cable) networkinfrastructure on both an Indefeasible Right of Use (IRU) andleased circuit basis, internet bandwidth, and managed dataservices to other carriers and enterprises globally. We have globalpartnerships with carriers such as C&W, Verizon/MCI, Sprint,Deutsche Telekom, and BT for Global VPN and Bi-lateral IPLCs.

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We own and operate through FLAG the largest private submarinecable system in the World, directly connecting 28 countries fromthe East coast of the United States, to Europe, the Middle East,India, South and East Asia, through to Japan. FLAG Global Networkprovides unique connectivity between the worlds largesttelecommunications market in developed countries and theworlds fastest growing telecommunication market in developingcountries.We are currently extending the construction of the FALCON cablesystem, whichdirectly connects 12 countries in the Middle East, East Africa andthe Mediterranean to the rest of the world through the FLAGGlobal Network. FLAG and FALCON provide unique on-net globalconnectivity and our long term customers include more than 200

global carriers and more than 400 large enterprises. ThroughFLAG and FALCON, we arethe largest provider of international bandwidth in the Middle Eastand Asia. Ownership of these assets further allows us to leverageour strengths in the Indian market.

Broadband

We offer the most complete portfolio of enterprise voice, data,video, internet and IT infrastructure services of any operator inIndia. These services include: national and international privateleased circuits, broadband internet access, audio and videoconferencing, MPLS-VPN, Centrex, and managed internet datacentre (IDC) services.We offer unique, value added products and services to large andmedium enterprises for their communications, networking, and ITinfrastructure needs across the country.

We are the clear market leader in the highest growth segments ofthe market,comprising MPLS-VPN, Centrex, and IDC services.We launched our enterprise broadband services in the first half of2005, focusinginitially on the top 30 cities in India. In these cities, we areleveraging our existing

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metro fibre optic networks to establish direct building connectivityon-net. Wecurrently have over 379,000 buildings directly connected to ournetwork and over530,000 access lines.Our primary building access technology is metro Ethernet LAN,which offersperformance and cost advantages versus other accesstechnologies in areas with high service potential. Our MetroEthernet LAN technology gives us a significant edge in deliveringhigh bandwidth data services, as compared with all of ourcompetitors who are deploying legacy copper networks. In citieswhere we are not currently providing wireline direct buildingconnectivity, we have selectively deployed wireless LMDS to

access targeted buildings in accordance with our customersrequirements.We have established an enterprise customer base that includes750 of the Top 1,000 Indian enterprises and MNCs and areexpanding rapidly in the SME segment. We are the market leaderin IDC services (Reliance Data Center) with over 50% marketshare and are also the leading provider of MPLS-VPN and Centrexsolutions.In the consumer segment, we offer feature rich fixed line phone

services andbroadband internet access services with a unique speed selectoption. Our consumer roll out to date has been predominantly inthe same areas where we have activated our enterprise services.Our consumer and enterprise broadband services ride on thesame access and core networks. In addition to our currentconsumer product offerings, we have completed trials of IPTVservices in more than 10,000 premises.

3G SERVICE INTRODUCTION

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3G refers to the Third Generation mobile

network,sometimes also referred as UMTS

3G networks offers more data download speeds

Offers users advanced services e.g.: multimedia

applications like video and broadband services

3G+ & 3.5G are the names given from some

operators to an upgraded 3G network

3G cellular technology is defined as the provision of wireless broadband data and

information services right to a person's mobile unit. Compared to the previous

technologies, 3G promises speeds ranging from 144 Kbps, which is 3 times faster

compared to the traditional 56K dial-up modem connection up to 2.4 Mbps, which

is very near cable-modem speed. The networks of 3G allows you to browse

quickly through web pages, watch on-demand video programs, download and

play music, videos and 3D games, watch streaming videos and music videos and

have a video conference with others located on the other side of the plant.

Currently, 3G technology is the most recent in mobile communications. 3G is the

shorter term for third generation, making analogue cellular technology generation

one and digital/PCS generation two. The 3G technology is planned and devised

for the real multimedia cellular phone, also known as smart phones. These tools

feature higher bandwidths and transfer rates to cater to web-based applications

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and phone-based video and audio data files.

The most common include CDMA2000, which is based on code division multiple

access, TD-SCDMA, which stands for Time-division Synchronous Code-division

Multiple Access and WCDMA or UMTS which stands for Wideband Code Division

Multiple Access.

3G phones are comparable to small laptops that can cater to several broadband

applications like browsing the internet, receiving streaming videos online, video

conferencing and sending and receiving faxes. The soaring towers are among the

most important element of the group, allowing the data to be transferred from one

hone to another. 3G basically is a cellular phone network protocol.

3G networks have the capability of transferring speeds up to 3 Mbps which is

equivalent to around 15 seconds for every download of a 3-minute MP3 song. To

compare, the speediest 3G cellular phones can move speeds up to 144 Kbps,

which is equivalent to around 8 minutes to download a 3-minute MP3 song. The

high data rates of 3G are recommended when downloading or acquiring

information online, as well as sending and receiving huge multimedia files.

RELIANCE 3G SERVICES

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3G en

RCOM

MOBILE BROADBAND

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Reliance Mobile is providing the best speeds (up to 28

Mbps), the fastest download and upload speeds and

providing coverage in the largest number of areas in India

Reliance Mobile broadband will always be connected to the

fastest possible technology available (3G, EDGE, GPRS.)The services that Reliance Mobile Broadband will offer are

Dongles, phone as modem & Mobile Internet.

When compared to HSD, Reliances 3G MBB offers higher speeds

(up to 28 Mbps vs. 3.1 Mbps for HSD), is easy to use on any

computer and offers very convenient tariffs.

MOBILE TV

Live TV with ~100 channels across sports, news, music , kids

and general entertainment

Video on demand offering ranging from short clips (movie

trailers, songs) to full length movies and made for mobile

content (mobisodes)

VIDEO CALL

Real time two-way video and voice communication between

two video-call enabled 3G handsets

Easy to user as simple as making or receiving a voice call

Requires both calling and receiving customers to have front

camera 3G handsets in 3G coverage area.

R-WORLD

New and improved WAP portal to be launched with improved

graphics and rendering for enhanced user experience

WAP portal will be a storefront for all reliance VAS services;

strong content offering (Bollywood, international, niches like

devotional)

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Main Studies

SWOT analysis of Reliance3g services inJamshedpur.

The problems being faced by customers ofreliance communication in Jamshedpur.

What does Company may Gain by solving theproblem

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What is SWOT Analysis

SWOT analysis is a basic, straightforward model that provides

direction and serves as a basis for the development of

marketing plans. It accomplishes this by assessing an

organizations strengths (what an organization can do) and

weaknesses (what an organization cannot do) in addition to

opportunities (potential favorable conditions for an

organization) and threats (potential unfavorable conditions for

an organization). SWOT analysis is an important step inplanning and its value is often underestimated despite the

simplicity in creation. The role of SWOT analysis is to take the

information from the environmental analysis and separate it

into internal issues (strengths and weaknesses) and external

issues (opportunities and threats). Once this is completed,

SWOT analysis determines if the information indicates

something that will assist the firm in accomplishing its

objectives (a strength or opportunity),

SWOT analysis is a general technique which can be applied

across diverse functions and activities, but it is particularly

appropriate to the early stages of planning for a TIPD visit.

Performing SWOT analysis involves generating and recording

the strengths, weaknesses, opportunities, and threats relating

to a given task. It is customary for the analysis to take account

of internal resources and capabilities (strengths and

weaknesses) and factors external to the organization(opportunities and threats).

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SWOT analysis can provide:

A framework for identifying and analyzing strengths,

weaknesses, opportunities and threats.

This checklist is for those carrying out, or participating in,

SWOT analysis. It is a simple, popular technique which can be

used in preparing or amending plans, in problem solving and

decision making.

Illustrative diagram of SWOT analysis If SWOT analysis does not

start with defining a desired end state or objective, it runs therisk of being useless. A SWOT analysis may be incorporated

into the strategic planning model. An example of a strategic

planning technique that incorporates an objective-driven SWOT

analysis is SCAN analysis. Strategic Planning, including SWOT

and SCAN analysis, has been the subject of much research.

Strengths: attributes of the organization those are helpful to

achieving the objective.Weaknesses: attributes of the organization those are harmful

to achieving the objective.

Opportunities: external conditions those are helpful to

achieving the objective.

Threats: external conditions that is harmful to achieving the

objective.

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

The SWOT analysis template is normally presented as a grid,comprising four sections, one for each of the SWOT headings:Strengths, Weaknesses, Opportunities, and Threats. The free

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SWOT template below includes sample questions, whoseanswers are inserted into the relevant section of the SWOTgrid. The questions are examples, or discussion points, andobviously can be altered depending on the subject of the SWOTanalysis. Note that many of the SWOT questions are alsotalking points for other headings - use them as you find mosthelpful, and make up your own to suit the issue being analyzed.It is important to clearly identify the subject of a SWOTanalysis, because a SWOT analysis is a perspective of onething, be it a company, a product, a proposition, and idea, amethod, or option, etc.

Here are some examples of what a SWOT analysis can beused to assess:

a company (its position in the market, commercial viability,etc)

a method of sales distribution a product or brand a business idea a strategic option, such as entering a new market or

launching a new product a opportunity to make an acquisition a potential partnership changing a supplier outsourcing a service, activity or resource an investment opportunity

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SWOT ANALYSIS OF RELIANCE 3G SERVICES

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PROBLEM BEING FACED

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Strength

Attractive Tariff plans

Unique VAS features

Fast ActivationProcess

Good NetworkCoverage

Good Brand image

Single Private 3Gservice provider.

Weakness

Poor Advertisment.

Lack of awarenessabout 3G servicesamong Customers.

Lack of CompetitiveStrength

Poor Customercare

Opportunity

Preference of GSMover CDMA

Customer Satisfactionby latest services.

Increase in revenueand market share

Can attract customersof other operators byits unique services

Can emerge as amarket leader in 3Gservices

Threat

Threat from BSNL3Gcheaper tariff plans.

New Entrants of 3Gservices

Market Demand is not

as per expectations. Threat from new

entrants. .


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Lack of communication between retailers and distributor

leads to dissatisfaction among Retailers.

Competitor BSNL 3G provides services at cheaper rates.

Network problem faced in some areas like Kadma, Jugsalai, Telco, Adityapur,Ghamaria etc.

Most of retailers are not aware about 3G services of

Reliance communication

Most of Customers are not aware about 3G services in the

city

Poor Customer care Response

Improper balance cut is major problem among most of

Customers.

Lack of proper sales promotion and

advertisement,hordings,banners

Less promotional offers in mobile tv plans and video calling

plans.

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WHAT DOES COMPANY CAN GAIN BY SOLVING THE

PROBLEM

Customer Satisfaction

Retailer Satisfaction

Increase in Sale and market share

Sales Promotion

Proper Distribution Channel

Market leader in 3G services.

Good brand image among other telecom service provider

Customers.

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RESEARCH METHODOLOGY

Research methodology is a way to systematically do the job.It may be understood as a science of studying how research

is done scientifically. The most desirable approach with

regards to the selection of the research methodology

depends on the nature of particular work, time and resources

available along with the desire level of accuracy.

Research Type Descriptive Research

Data Source Primary Data

Research Instrument Questionnaires, Schedules

Type of Questionnaire Structured

Sampling Unit Retailer, customers, distributors

Sampling Method Judgmental, Delibrate

Contact Method Personal Interview ,

schedules.

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HYPOTHESIS

H1:Customers use Reliance 3G services mostly for video calls.

H2:Customers decision of choosing 3G services are influenced

mostly by value added services.

SCOPE OF STUDY

To analyse attitude and perception of customers towards

reliance 3G services in Jamshedpur. SWOT analysis of Reliance 3G services.

To analyse interest and expectations of Customers towards

3G services in Jamshedpur.

To suggest some guidelines to Reliance in order to provide

better focused 3G services.

To recommend strategy that Reliance should implement forimproving Customer satisfaction towards 3G services.

To analyze marketing strategies used by Reliance for its 3G

services.

Reliance communication is only private telecom service

provider who is providing 3G services in Jamshedpur city. It

launched its 3G services in Jamshedpur in April.

To analyze the Customer opinion and satisfaction with specific

reference to Reliance 3g services.

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RESEARCH METHODOLOGY

For our project we have Prepaired a questionnaire consist of

questions related to measurement of attitude and perception

of customers towards Reliance 3G services.

We have Conducted survey by schedules with near about

170 Retailers of various Jamshedpur Region.

Sample size of customers for our Questionnaire is 100,Out of

Which 20 Customers are using 3g Services Currently.In our

sample 80 customers are Reliance Customers and 20

Customers are Non Reliance User.

We have Conducted interview with Various Distributers

,Reliance Store Representatives and Various Official Personof Reliance.

Different Areas of Jamshedpur in which we Conducted Our

Survey are Sakchi, Mango, Bishtupur, Telco ,Sonari, Jugsalai,

Golmuri etc.

Finally, through fieldwork, it seeks evidence to confirm or disconfirm the

hypothesis. Being quantitative this research, a) generates theories andhypotheses b) develops instruments and methods for measurement c)

evaluates results. To collect appropriate empirical data, it employs a survey

strategy. Structured questionnaires are especially designed and are used to

collect evidences.

Instrument for data collection:

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Primary Data: Questionnaire ,Schedules with Retailers

Secondary data: Internet, newspaper, business magazines and Reliance Ofice

Jamshedpur.

Sampling Method: Stratified and cluster sampling

Sample size: 100

Target Audience: Customers Visited at Various Reliance Store Big

Bazar,Customers of different areas of Jamshedpur.

Data Analysis: The analysis will be undertaken with a view to give a clear cut idea

from the primary data collection. The techniques that are used in the phases of the

study are weightage average mean, and descriptive statistics.

FINDINGS FROM QUESTIONNAIRE

86% of Customers are interested in using 3G services.

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24

76

Handset Profile

3G enable

Non 3G enabl

76% of Customers use Non 3G Handsets.

54 out of 80 customers told that tariff plans of Reliance is Good.

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46 out of 80 Customer found Network Coverage of Reliance

to be good.

34

25

21

V.A.S.

Excellent

Good

Average

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Most of Customers are satisfied with Value Added Services of Reliance.

32

18

16

14

C.C.S.

Good

Moderate

Poor

V.Poor

Customers are not at all Satissfied with Customer care

service of Reliance.

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56% customer prefer monthly 3Gplans over other3G

plans.

Pricing and quality of services are two major Reason for

choosing a particular 3G services by Customers.

Most of Customers are satisfied with current 3G services of Reliance.

Distribution of consumption of customer

Rating/faciliti

es

1=

5

pt

2=4p

ts

3=3p

ts

4=2p

ts

5=1p

ts

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s

Video

Calls

52 30 18

Mobile

Broadband

36 32 21 11

Mobile TV 8 16 34 30 12

Video

Confrencing

12 9 27 24 28

Multiplayer

Gaming

3 9 28 25 36

Others

WEIGHTED AVERAGE MEAN METHOD

Video Calling=52*5+30*4+18*3/100=4.34=4.34/15.57*100=27.87%

Mobile Broadband=36*5+32*4+21*3+11*2/100=3.71=3.71/15.57*100=23.82%

Mobile Tv=8*5+16*4+34*3+30*2+12*1/100=2.78=2.78/15.57*100=17.85%

Video Confrencing=12*5+9*4+27*3+24*2+28*1/100=2.53

=2.53/15.57*100=16.24%

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Multiplayer Gaming=3*5+9*4+28*3+25*2+36*1/100=2.21

=2.21/15.57*100=14.19%

Hence Hypothesis 1 found to be true as highest percentage of

Customer gives preference to video Calling over other 3G

services.

By our survey with Custotomers we found that Customer gives

preference to Pricing and quality o f services over other value

Added Services.

36% of customer gives preference to pricing

32% of customergives preference to Quality of services.

Only 20% of customer gives preference to Value Addedservices.

Hence Hypothesis 2 found to be false.

H2:Customers decision of choosing 3G services are influenced

mostly by value added services.

CONCLUSION

Indian economy is an emerging one and is growing very fast

at the average GDP rate 8-9% so in this emerging market

competition level among telecommunication services

provides new players are coming who will necessarily

intensify the competition.3G services are very popular and

helpful for Customers and its future prospects are very

good.

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New products and new schemes are being offered by the

telecom service providers. The need for large information

capacity has grown tremendously due to the demand of real

time information. Telecommunication has now become a

major information transmission system and telecom hasundoubtedly emerged as the most important industry in

India. Process of acquisition and merger are in process and

future will be only for those companies who have an edge

over others in the field. Service provided and the better

quality of network etc. is provided at affordable cost. In this

process of competition it is assumed that only those

companies will survive who adopt suitable market strategy

and technology innovation and up gradation to suit theaspiration and demand of the consumer.

3G services are very popular among Youths as well as

Corporate peoples as it contains unique features like ,video

calling,high speed internet etc.Customers always demand for

new features and services by their operators and 3G services

fulfill their expectations.

RCOM cellular ltd. an Anil Ambani Group of cos. is very fast

catching up the 3Gmarket by providing unique VAS features.

The market strategies adopted by its executives are bearing

fruits and the company although being the Second one to

enter the market of Bihar & Jharkhand has found a suitable

niche and recognition in the consumer. so to withstand thecompetition resources mobilization and technological

innovation on the part of cos. To upgrade its quality of

network and services is urgently called for.

To emerge as a market leader in 3G services it has to work

out and solve various issues of Customers and retailers

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related to Network ,tariff plan and other issues which can

lead to dissatssfaction among Customer.

Market access and growth is alright but the improvement ofquality on the above counts is necessity of the time.

FINDINGS FROM CUSTOMERS

More than 85% of Reliance Customers are interested in using

3G services.

More than 75% of mobile Customers use non-3G handsets.

Customers are satisfied with Reliance Value added services.

Most of Reliance Customers are not aware of Reliance 3G

services.

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Customer main Prefernce for using 3G services is Video

Calling over other Services.

Customer major Complaint about Reliance is unnecessary

balance cut in amost of areas.

Customers opinion is Reliance3G services are costlier than

its Competitor and it should reduce 3G activation charge.

Network Problem in areas like Jugsalai,Ghamaria, Adityapur,

Kadma etc.

Reliance 3G Mobile Broadband speed is good.

Customer Care Service of Reliance needs improvement.

Customer give weightage to monthly plans over other plans

for 3G services.

Customer give weightage to Prepaid plans over Post Paid

plans for 3G services.

Advertising and Awareness of Reliance 3G services are poor.

Lack of attractive and promotional offers in mobile tv plans

and video calling plans which can attracts new Customers.

FINDINGS FROM RETAILERS

Most of retailers are not aware of Reliance 3G services in

Jamshedpur.

Demand of Reliance 3G services are good in areas like telco,

Sonari, Jugsalai, Bistupur etc.

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Complaint about unnecessary balance cut and self activation

of VAS services without Request.

Activation and Recharge problems faced by Retailers of

Mango,Jugsalai,Kadma and Ghamaria.

Distributors Response is not proper ,they donot intimate

retailers about from new offers and services of Reliance 3G

services.

Reliance 3G tariff rates specially internet packs and Video

calling are costlier than its Competitors.

Poor Response of Customercare and lack of Promotional

offers in video calling and mobile tv plans.

Poor Advertisment of distinct features and Unique Sellingpoint of Reliance 3G services.

Network Problem in areas like Jugsalai, Kadma, Adityapur,

Ghamaria and Mango.

Reliance 3G activation charge is high and it should be

reduced to attract more Customers towards 3G services.

Most of the retailers ensnared that they are supported by

the companies personnel & companies helpline .

SUGGESTIONS

On the basis of extensive study and research, here are some

recommendation and suggestion which may help the

company to market the product and services OF Reliance 3G

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services more profitability and increase its share in the

Telecom market of Jamshedpur.

PROMOTIONAL ACTIVITIES

There may be some useful tools which can be summed as

follows:-

Advertising Advertising should have a clear objective

and message, which has not been found in recent ads of

Reliance 3G services ads. Reliance has good brand image

in the mind of Customers of Jamshedpur. .Every offers and

schemes they should show with proper message for

benefit to the customer. In busy life customer do notremembered any offers and which service we can

provided for the customer therefore they should by force

showing advertisement in growing market and among

customer .customers wants continuously exposure in

Cable and Local newspapers.

Persuasive Advertising: - Now there is a need ofpersuasive advertising for Reliance3G services which can

be moved into the category of comparative advertising.

It will help the company to establish the superiority of its

brand service through specific comparison of one or more

attributes and features.

Technical Expertise: - The advertisement should show

the companies expertise, experience and pride in market

the product service sale.

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Media:-A combination of print ads and TV commercial do

a better job. Local ads and publicity should be giving more

stress. Hoardings, banners, wall painting should be

promoted, as some expenses are also beard by dealers.

Ads on Cable network result greater audience attention.Schemes, gift offers etc. must be highlighted through

Radio and Local newspapers.

SALES PROMOTION

Cash discount, Premiums, Financial schemes

OCCASIONAL DISCOUNT

The company may go for occasional discount offers orprice off from time to time specially during any festival.

Off season discount may also prove helpful to check

fluctuating sales.

PRODUCT QUALITY AND TECHNICAL FEATURES

As for as some hand set mobile product quality is concerned,

there is an urgent need of technical up gradation of Reliance

mobile product line. It would be beneficial for company to launchsome cheap 3G enable mobile hand sets with the some added

feature and minimum price.

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OTHER SUGGESTIONS

Reliance should reduce interference in its network which leads to call drop

by making its tower (base station) maintenance service more prompt.

It should install more BTS towers (base stations) of good range and of high

capacity to overcome from Network Congestion and lack of Network

Problem.

It should launch more number one of One stop solution shops to solve

Customer problems and to provide them better facility.

It should increase its Call Centre employee strength and should open new

setups to solve its customer care problems.

It should use Latest equipment and machineries to compete with its

Competitors.

It should improve its Tariff plan and introduce a more competitive plans to

attract its loyal customers as well as the new customers and it should also

reduce its 3G activation charge to attract more Customers.

It should launch a dynamic and impressive advertisement campaign in order

to attract their loyal and new customers and to make aware Customers with

unique selling point of Reliance 3G services.

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Staff should be delegated with higher responsibilities in order to develop the

sense of motivation to complete the tasks given with full zeal.

Training to the staff should be provided on time to time basis to hone their

skills and develop new tactics.

There should be proper Communication and interaction between Retailers

,distributors and Reliance official in order to solve problem faced by them.

Retailers should be intimated and shoud make aware about new features and

offers of Reliance 3G services.

It should solve complaints of customer with proper Response in less time to

increase loyality and Customer Satisfaction.

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PROPOSED QUESTIONAIRE FOR CUSTOMERS

QUESTIONNAIRE ON CUSTOMER PERCEPTION AND

ATTITUDE TOWARDS RELIANCE 3G SERVICES IN

JAMSHEDPUR

NAME: Location:

PROFESSION: Mob. no:

1.Do you use a mobile phone?.

Yes No

2.Which telecom service provider you are using currently?

Airtel Reliance Bsnl

Vodafone

If any other please specify

3.Are you aware about of 3G services?

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Yes No

4.Are you aware about mobile operators who are providing 3G

services in Jamshedpur?

Yes No

If yes please specify

5.Which mobile Handset you are using currently?

3G enable handset Non 3G handset

6.Do you use 3G services Currently?

Yes No7.If no then are you interested in using 3G services?

Yes NO

If no any reason please specify

8.What kind of 3G multimedia services would you really like to use?From the list below, rank at least four services in order of importance. Write 1 for the

most favorite service , 2 for the second and 3 for the third, and 4 for the fourth ?

Video Call Mobile Broadband

Mobile TV

Video on demand video Confrencing

Multiplayer gaming

If any other please specify:

9.Please rate services provided by your current mobile

operator?

(1)Excellent (2)Good (3)Average (4)Poor (5)very poor

Tarrif Plans Network Coverage

Value Added services Customer Care

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If any other please Specify

10.Which kind of plan you prefer most in 3G services?

Prepaid Post Paid Not Sure

11.Which Tarrif plan do you prefer most in 3G services?

Daily plan weekly plan Monthly plan

Volume Based charging Notsure others

12. Which factors will affect your decision for choosing a

particular 3G services? Arrange in order for most preferable mark-

1 for least preferable mark -4.

Pricing Quality of service Value added services

Brand image If any otherplease specify

13. Are you satisfied with 3Gservices provided by your telecom

service provider?.

Yes No

If any problem please specify14.Please provide your suggestions if any to improve adaptability of

3G services to your telecom Service Providers?

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BIBLIOGRAPHY

BOOKS

Marketing Management - Phillip Kotler

Marketing Research - Tull & Hawkins

Buisness Research -

C.R.Kothari.

MAGAZINE

Business Today

Advertising & Management

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WEBSITE

Wikipedia.org

rcom.co.in

The relevant information from the internal source of the

organization

Documents

RelianceEE Project Final Daya