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A COMPARATIVE STUDY OF PROMOTIONAL STRATEGIES ADOPTED BY RELIANCEGSM & TATADOCOMO ( IN

GONDIA REGION )

INTRODUCTION : The purpose this project work is to do A COMPARATIVE STUDY


OF PROMOTIONAL STRATEGIES ADOPTED BY RELIANCEGSM & TATA
DOCOMO IN GONDIA REGION .

Indian

Telecommunication

Industry

is

the

third

largest

telecommunication network in the world and the second largest in terms of


number of wireless connection, with about 464.82 million mobile phone
connections.
A large population, low telephony penetration levels and a rise in
consumers income and spending owing to strong economic growth have
helped make India the fastest growing telecom and mobile market in the
world and it was thrown open to private players in the 1990s.
Telecom in the real sense means transfer of information
between two distant points in space. The popular meaning of telecom always
involves electrical signals and nowadays people exclude postal or any other
raw telecommunication methods from its meaning.
Historically telecom network in India was owned and managed
by government as it is considered as a strategic service.

INDIAS POSITION IN TELECOM SECTOR : India is 4th largest market in asia after china, japan and south korea.
Indian telecom network is 8th largest in the world and 2nd largest
among emerging ecomomies.
Contribution of telecom sector in terms of revenue is 2.1 % of GDP as
compared to 2.8% in developed economies.

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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A COMPARATIVE STUDY OF PROMOTIONAL STRATEGIES ADOPTED BY RELIANCEGSM & TATADOCOMO ( IN


GONDIA REGION )

REFORMS IN TELECOM SECTOR : Reforms in telecom sector began in 1980 with telecom manufacturing
being opened for private sector followed by National Telecom Policy
(NTP) in 1994 and 1999.
In 1990 telecom revolution in many countries which resulted in better
quality of service with lower tariff rates force Indian policy makers to
open up telecom sector for private players.

GROWTH OF MOBILE TECHNOLOGY : India has become one of the fastest-growing mobile markets in the
world. The mobile services were commercially launched in August
1995 in India. In the initial 56 years the average monthly subscribers
additions were around 0.05 to 0.1 million only and the total mobile
subscribers base in December 2002 stood at 10.5 millions.

However, after the number of proactive initiatives taken by regulator


and licensor, the monthly mobile subscriber additions increased to
around 2 million per month in the year 2003-04 and 2004-05.

Although mobile telephones followed the New Telecom Policy 1994,


growth was tardy in the early years because of the high price of hand
sets as well as the high tariff structure of mobile telephones. The New
Telecom Policy in 1999, the industry heralded several pro consumer
initiatives. Mobile subscriber additions started picking up.
Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia
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A COMPARATIVE STUDY OF PROMOTIONAL STRATEGIES ADOPTED BY RELIANCEGSM & TATADOCOMO ( IN


GONDIA REGION )

The number of mobile phones added throughout the country in 2003


was 16 million, followed by 22 million in 2004, 32 million in 2005 and
65 million in 2006. As of January 2009, total mobile phone subscribers
numbered 362 million, having added 15 million that month alone India
ranks second in mobile phone usage to China, with 650 million users
as of January 2009.
India has opted for the use of both the GSM (global system for mobile
communications)

and

CDMA

(code-division

multiple

access)

technologies in the mobile sector. In addition to landline and mobile


phones, some of the companies also provide the WLL service.
The mobile tariffs in India have also become lowest in the world. A
new mobile connection can be activated with a monthly commitment of
US$0.15 only. In 2005 alone 32 million handsets were sold in India.
The data reveals the real potential for growth of the Indian mobile
market.
In September 2004, the number of mobile phone connections have
crossed fixed-line connections. India primarily follows the GSM mobile
system, in the 900 MHz band. Recent operators also operate in the
1800 MHz band.
In March 2008 the total GSM and CDMA mobile subscriber base in the
country was 375 million, which represented a nearly 50% growth when
compared with previous year.
The dominant players are Airtel, Reliance Infocomm, Vodafone, Idea
cellular and BSNL/MTNL. There are many smaller players, with

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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A COMPARATIVE STUDY OF PROMOTIONAL STRATEGIES ADOPTED BY RELIANCEGSM & TATADOCOMO ( IN


GONDIA REGION )

operations in only a few states. International roaming agreements


exist between most operators and many foreign carriers.

CLASSIFICATION OF TELECOM SECTOR:1. Fixed Line Telephony : Current market size of rs.30164 crore with 43 million lines.
BSNL and MTNL account for 90% revenue for basic services.

Private sector avilable in 18 circles and collectively account for


10% of revenue.

Private sector offer high end services like leased lines, isdn,
videoconferencing as a result ARPU ( av. revenue per user is
more for private players).

2. Mobile Telephony : There are 25 private companies providing cellular services in 19


telecom circles and 4 metro cities, covering 1500 towns across
the country.
Presently, there are five private service operators in each area,
and an state operator.
Almost 80% of the cellular subscriber base belongs to the prepaid segment.
The dot has allowed cellular companies to buy rivals within the
same operating circle provided their combined market share did
not exceed 67 per cent.

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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A COMPARATIVE STUDY OF PROMOTIONAL STRATEGIES ADOPTED BY RELIANCEGSM & TATADOCOMO ( IN


GONDIA REGION )

Previously, they were only allowed to buy companies outside


their circle.

3. Internet : Internet has become very easily accessible with cyber cafes.
There is no restriction on the number of internet companies and
more than 185 companies are operational.
Internet telephony has been allowed officially from 1 April 2002.
The growing demand of corporates for applications such as
electronic commerce, internet leased lines, ISDN, VPN etc is
driving the growth of the internet services market.

MARKET SHARE OF PRIVATE AND PUBLIC PLAYERS : 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.
Bharti airtel has the largest customer base with 31% market
share, followed by hutch (vodafone) and bsnl with each holding
22% market share.
The value added services provided by the mobile service
operators contribute more than 10% of the total revenue.
Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia
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A COMPARATIVE STUDY OF PROMOTIONAL STRATEGIES ADOPTED BY RELIANCEGSM & TATADOCOMO ( IN


GONDIA REGION )

KEY INDIAN COMPANIES :-

1) BSNL :

Incumbent

service

provider

and

World's

7 th

largest

Telecommunications Company providing comprehensive range of


telecom services in India

Services include Wireline, CDMA mobile, GSM Mobile, Internet,


Broadband, Carrier service, MPLS-VPN, VSAT, VoIP services, IN
Services etc.

2) MTNL :

State owned operator covering the cities of Mumbai an Delhi

Provides both fixed and mobile services

3) Bharti Airtel :
Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia
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A COMPARATIVE STUDY OF PROMOTIONAL STRATEGIES ADOPTED BY RELIANCEGSM & TATADOCOMO ( IN


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Integrated operator with presence in all segments

Leads the mobile segment in the country

4) Reliance Communications :

Largest player in India in the CDMA segment

Provides GSM network service

5) Tata Teleservices :

Integrated operator (with VSNL) with presence in all segments

Provides CDMA services in 20 circles

6) IDEA :IDEA operates in eight telecom circles, or regions, in Western India,


and has received additional GSM licenses to expand its network into three
circles in Eastern India -- the first phase of a major expansion plan that it
intends to fund through an IPO, according to parent company Aditya Birla
Group.

7) Vodaphone :-

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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A COMPARATIVE STUDY OF PROMOTIONAL STRATEGIES ADOPTED BY RELIANCEGSM & TATADOCOMO ( IN


GONDIA REGION )

Vodaphone has a 10% stake in Bharti telecom, an integrated service


provider

Represents the largest foreign investment in the

telecom services

sector in India

TECHNOLOGY USED IN TELECOM SECTOR :

1. GSM (Global System for Mobile communication)

2. CDMA (Code Division Multiple Access )

3. Wireless Local Loop (WLL)

4. 3G Technology
India has opted for the use of both the GSM and CDMA

technologies in the mobile sector. But India primarily follows the GSM mobile
system.

MAJOR PLAYERS IN TELECOM SECTOR IN INDIA :-

GSM Market Share Feb.-2009


Name Of Company
Bharti Airtel
Vodafone Essar
BSNL
IDEA
Aircel
Reliance Telecom
MTNL

Subscribers
91114971
65920902
44180880
41518613
17476962
10744953
4084579

% Share Market
32.88 %
23.79 %
15.94 %
14.98 %
6.31 %
3.88 %
1.47 %

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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A COMPARATIVE STUDY OF PROMOTIONAL STRATEGIES ADOPTED BY RELIANCEGSM & TATADOCOMO ( IN


GONDIA REGION )

BPL
All India

2073184
277115044

0.75 %

The breakup of wireless subscriber base in India as of May 2009 is given below :-

Operator

Subscriber base

Bharti Airtel

99,549,208

Reliance Communications

77,223,264

Vodafone Essar

74,080,707

BSNL

53,598,591

Idea Cellular

41,243,253

Tata Teleservices

36,486,763

Aircel

20,685,711

MTNL

4,568,269

Spice Telecom

4,235,023

BPL

2,256,862

Sistema Shyam

936,189

HFCL Infotel

382,602

All India

415,246,442

Thus there is a huge competition between various players in India and


this study will help me to get knowledge of this telecommunication sector.

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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A COMPARATIVE STUDY OF PROMOTIONAL STRATEGIES ADOPTED BY RELIANCEGSM & TATADOCOMO ( IN


GONDIA REGION )

Hence I am mainly focusing on the promotional strategies adopted by


RelianceGSM and TATA- DOCOMO.

PROMOTIONAL STRATEGY :An organizations promotional strategy can consist of :

(A) Advertising :
It Is any non personal paid form of communication using any form
of mass media.

(B) Public relations :


It Involves developing positive relationships with the organisation
media public. The art of good public relations is not only to obtain favorable
publicity within the media, but it is also involves being able to handle
successfully negative attention.

(C) Sales promotion :


It is Commonly used to obtain an increase in sales short term.
Could involve using money off coupons or special offers.

(D) Personal selling :


It refers to sell a product service one to one.

(E) Direct Mail :

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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A COMPARATIVE STUDY OF PROMOTIONAL STRATEGIES ADOPTED BY RELIANCEGSM & TATADOCOMO ( IN


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Direct Mail is the sending of publicity material to a named person


within an organisation. There has been a massive growth in direct mail
campaigns over the last 5 years. Spending on direct mail now amounts to
18 bn a year representing 11.8% of advertising expenditure. Organisations
can pay thousands of pounds for databases, which contain names and
addresses of potential customers.
Direct mail allows an organisation to use their resources more
effectively by allowing them to send publicity material to a named person
within their target segment. By personalising advertising, response rates
increase thus increasing the chance of improving sales.
Promotinal
Mix

Advertisin
g

Public
Relations

Personal
Selling

Sales
Promotion

Direct
Mail

Intrnet
Marketing

Message & Media Strategy :


An effective communication campaign should comprise of a well
thought out message strategy. What message are you trying to put accross
to your target audience?. How will you deliver that message? Will it be
through the appropiate use of branding? logos or slogan design?. The
message should reinforce the benefit of the product and should also help the
company in developing the positioning strategy of the product. Companies
with effective message strategies include:Nike

: Just do it.

Toyota : The car in front is a Toyota.

DoCoMo : Do the new.


Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia
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A COMPARATIVE STUDY OF PROMOTIONAL STRATEGIES ADOPTED BY RELIANCEGSM & TATADOCOMO ( IN


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Media strategy refers to how the organisation is going to deliver their


message. What aspects of the promotional mix will the company use to
deliver their message strategy. Where will they promote? Clearly the
company must take into account the readership and general behaviour of
their target audience before they select their media strategy. What
newspapers do their target market read? What TV programmes do they
watch? Effective targeting of their media campaign could save the company
on valuable financial resources.

Push & Pull Strategies :-

Pull Strategy
MANUFACTURER
WHOLESELER
RETAILER
CONSUMER

Push Strategy
P
R
O
M
O
T
I
O
N

MANUFACTURER
WHOLESELER
RETAILER
CONSUMER

P
R
O
M
O
T
I
O
N

Communication by the manufacturer is not only directed towards


consumers to create demand. A push strategy is where the manufacturer
concentrates some of their marketing effort on promoting their product to
Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia
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retailers to convince them to stock the product. A combination of


promotional mix strategies are used at this stage aimed at the retailer
including personal selling, and direct mail. The product is pushed onto the
retailer, hence the name. A pull strategy is based around the manufacturer
promoting their product amongst the target market to create demand.
Consumers pull the product through the distribution channel forcing the
wholesaler and retailer to

stock it, hence the name pull strategy.

Organisations tend to use both push and pull strategies to create demand
from retailers and consumers.

Communication Model AIDA :-

Attention

Interest

Desire

Action
AIDA is a communication model which can be used by firms to
aid them in selling their product or services. AIDA is an Acronym for
Attention, Interest, Desire, Action.. When a product is launched the first goal
is to grab attention. Think, how can an organization use it skills to do this?
Use well-known personalities to sell products? Once you grab attention how
can you hold Interest, through promoting features, clearly stating the
benefit the product has to offer? The third stage is desire, how can you
make the product desirable to the consumer? By demonstrating it? The
final stage is the purchase action, if the company has been successful with
its strategy then the target customer should purchase the product.
Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia
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A COMPARATIVE STUDY OF PROMOTIONAL STRATEGIES ADOPTED BY RELIANCEGSM & TATADOCOMO ( IN


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Pro
moti
on

through the Product life cycle :As products move through the four stages of the product lifecycle
different promotional strategies should be employed at these stages to
ensure the healthy success and life of the product .Stages and promotion
strategies employed :

Introduction:
When a product is new the organizations objective will be to inform
the target audience of its entry. Television, radio, magazine, coupons etc
may be used to push the product through the introduction stage of the
lifecycle. Push and Pull Strategies will be used at this crucial stage.

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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Growth :
As the product becomes accepted by the target market the
organisation at this stage of the lifecycle the organization works on the
strategy of further increasing brand awareness to encourage loyalty.

Maturity :
At this stage with increased competition the organisation take
persuasive tactics to encourage the consumers to purchase their product
over their rivals. Any differential advantage will be clearly communicated to
the target audience to inform of their benefit over their competitors.

Decline :
As the product reaches the decline stage the organisation will use
the strategy of reminding people of the product to slow the inevitable

(F) Internet Promotion :


The development of the world wide web has changed the business
environment forever. Dot com fever has taken the industry and stock
Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia
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markets by storm. The e-commerce revolution promises to deliver a more


efficient way of conducting business. Shoppers can now purchase from the
comfort of their home 24 hours a day 7 days a week.
Owning a website is a now a crucial ingredient to the marketing mix
strategy of an organization. Consumers can now obtain instant information
on products or services to aid them in their crucial purchase decision. Sony
Japan took pre-orders of their popular Playstaion 2 console over the net,
which topped a 1 million after a few days, European football stars are now
issuing press releases over the web with the sites registered under their own
names. Hit rates are phenomenal.
Advertisers have now moved their money over to the internet as
customers are on average spending more time online then watching TV.
Popular ways to advertise seem to be with banners and pop ups.

PROBLEM DEFINITION :-

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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Reliance Infocomm and TATA Teleservices were entered into


mobile services using CDMA technology. In June 2006 Reliance has
introduced GSM technology. Thus Reliance is the existing market player for
GSM. Tata Teleservices has introduced GSM technology with the Japanese
Company NTT- DOCOMO on 07th August 2009, which is then known as
TATA-DOCOMO. Thus TATA-DOCOMO is the new player in market. Thus both
Reliance -GSM and TATA-DOCOMO are facing the problem for changing the
Indian customers mind set from CDMA technology to GSM technology.

PROFILE OF TATA-DoCoMo :TATA DoCoMo is Tata Teleservices Limited's ( TTSL) telecom service on
the GSM platform.

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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The brand is named as Tata Docomo, joint venture of Tata


Tele services India and NTT Docomo, Japan. Tata is a household
name in the country and is considered as one of the most trusted
names across the world. Tata-DoCoMo dont need to build up the Tata
brand name.
Strategic alliance with Japanese telecom major NTT DoCoMo in
November 2008. NTT DoCoM000o bought a 26% stake in Tata
Teleservices for 2.7 billion USD, the number 6 in Indian telecom
industry and owned by the Tata group, on March 2009.
GSM Service launched in south India on June 24, 2009
In Maharashtra GSM Service was launched on August 1, 2009.
TATA DoCoMo tag line is DO the new .
The campaign, which will run through the festive season, aims to stand
out with two key selling points: one, its tagline Do the New; and two,
its differentiated tariff plans.
TATA

DoCoMo VAS (Value-Added Services)


3G technology
i-modeTM
mobile payment
lifestyle-enhancing applications

Mr. Kishor A. Chaukar, Chairman, Tata Teleservices (Maharashtra) Ltd.


The company is headquartered in Mumbai, India.
Do the new is a concept that prompts every citizen to do something
new, even if its a small thing.
For Mumbai and the rest of Maharashtra circles (including Goa), the
company has roped in Pune based Ms. Pooja Chopra (Femina Miss India
Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia
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World 2009) and Ms. Krushnaa Patil, again from Pune,(the youngest
girl to conquer Mount Everest) as brand ambassadors. Chopra and Patil
are do-ers for the company. They are young achievers and are the
personification of the Tata DoCoMo brand.

Pooja Chopra, Femina Miss India World-2009 with Gurudas Kamat, Minister of State for Information
Technology and Communications, Government of India, and Member of Parliament from Mumbai ,
acknowledged the Tata DoCoMo SIM replica[August 06, 2009]

TATA DoCoMo has unleashed a range of products and innovative tariff


options and introduced the Pay-per-use advantage as an introductory
offer.
Tata Docomo had taken up social media to promote their brand online.
In the Contact Us page one can see the various subscriptions to social
media sites like Twitter, Facebook, StumbleUpon, Technorati etc. It
could be seen that social media is one of their strategies for marketing
their products and creating an online presence.

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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Ms. Krushnaa Patil , Brand Ambassader of Tata-DoCoMo[August 06, 2009]


Tata

Docomo

has

probably

understood

that

the

Indians

are

increasingly found online using various social media platforms like


Twitter and Facebook. And it probably wants to at least capture the
attention of these people. That does not mean they have left out the
traditional routes of advertising. They have invested heavily into
outdoor, print and television media. But the fact that they are open to
the idea of using social media marketing is in itself laudable.

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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Innovative Tariff Plan of Tata-DoCoMo

:-

From now, second is the new minute.


One paisa per second, across India
For Tata DoCoMo, doing the new has also meant charging the user
per second, and not per minute. The basic tariff is one paisa per second for
both local and STD calls, a deviation from the industry practice of a
60-second billing.

Special Features of Tata-DoCoMo :It is offering both postpaid and prepaid plans with a variety of
features. It is also giving free voice mail and miss call alert service.
Call rates.

1Paise per second anywhere in India.

Total transparency.

After every call the following information is updated on the screen of


your handset.

Seconds that you saved vis-a-vis a 1 minute call

Your account balance

Last call charge

Pre-activated STD, ISD and National Roaming without rental.


Automatic alerts when your Balance is Low.

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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PrePaid Tariff Details :

Lifetime Validity SIM it costs Rs 49/- and comes with Rs 5 talktime all Local
Calls 1p/second; all STD calls 2p/second.
*Introductory offer :
STD calls upto 27,000 seconds are charged at 1 p/second in a month,
beyond that 2 p/second in that month. (for a limited period)
SMS (P2P SMS , upto 160 characters)
Local 60p
National Rs 1.20
International Rs 5

WAP & GPRS (zero rental)


Portal Browsing is free on Tata Network (all over India)
Portal Browsing 10p/10KB on Non-Tata Roaming Network.
Internet browsing 1p/1kb on Home Tata network
Internet browsing 10p/10kb on National Roaming (Tata & Non-Tata Roaming
Network)
Conditions:
1. Validity for lifetime is applicable as per license period of the circle and is
subject to change in case any regulatory and licensing condition changes in
the future. The validity of our existing license is 28/11/2014 and expendable
for further periods by Govt. of India.
2. Minimum recharge condition: Sum of all recharges within 90 days should
add up to at least INR 100/-

Recharge Options :

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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On e-Charge. Rs 10 Rs 10,000 could be recharged.


On Paper coupon recharge, Rs 10,20, 30, 50, 100, 200 is available.
# Rs 2 Processing fee on all recharge

Plans For Prepaid-GSM of Tata-DoCoMo :1)

1 paisa per second anywhere in India

Pay 60paisa/SMS for the First 3 Local SMS everyday and get the
next 100 Local SMS Free for the day

2)

Plan of Rs.99/

3)

4)

National SMS at Rs.1.20/SMS


Get 909 National SMS Free with 90 days validity

Plan of Rs.786/

Get 786 minutes Talk Time for Local calls

Get 786 minutes Talk Time for STD calls

Plan of Rs.25/- [Special Juice-up pack]

Get 100 minute talk time for DoCoMo to Tata-indicom, DoCoMo


and Virgin Networks with 15 days validity

5)

Plan of Rs.99/

6)

Plan of Rs.222/- and Rs.333/

7)

Get 5 lakh seconds for D-to-D with 1 year validity


Get Full Talk Time

Plan of Rs.49/

1 paisa per 2 seconds for all Local calls to any Network with 30
days validity

8)

Plan of Rs.29/- [Night Pack]

1 paisa per 6 seconds For D-to-D From 11:00pm to 7:00am

From Friday Night i.e. 11:00pm to Monday morning upto 7:00am


All D-to-D calls Free

9)

Plan of Rs.55/-

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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10)

Get 100 minute talk time with 15 days validity


Plan of Rs.140/-

Get 250 minutes talk time with 60 days validity

11)Pay per plan

Rs.1 /5 min and

25 paisa/min for Local and STD

How to subscribe :Dial *141# and choose from Daily plans on local, STD, Night calling, GPRS &
Music.

Product Options :a. Talk More


o

30 local minutes @ Rs.5 on Tata DOCOMO Network.

30 local minutes @ Rs.12 across Networks.

30 local/National minutes @ Rs.14

10 Local/National minutes @ Rs.5

b. Night Talk
Now converse through the night. 60 Free Local Night minutes on Tata
DOCOMO Network.
c. GPRS
10MB Free Browsing @ Rs.5 only.
d. World Calling
o

10 minutes to USA/Canada @ Rs.20

5 minutes to USA/Canada @ Rs.10

3 minutes to Gulf @ Rs.20

e. Entertainment
15 minutes FREE music @ Rs.5

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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f. Cricket
Cricket Alerts @ Rs.5/day

Profile of Reliance Communications Ltd. :Type

: Public (BSE: RCOM)

Founded

: 2004

Headquarters : Navi Mumbai, Maharashtra, India


Key people

: Anil Ambani, Chairman & MD, Vice-Chairman, Reliance-ADA Group

Industry

: Telecommunications

Products

: Wireless Telephone , Internet , Television

Revenue

: US$ 4.26 billion (2008)

Net income

: US$ 1.35 billion (2008)

Total assets

: US$ 19.31 billion (2008)

Employees

: 33,000

Website

: Rcom.co.in

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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Hritik Roshan , Brand Ambassader Reliance Commununication

Reliance Communications, formerly known as Reliance


Infocomm, along with Reliance Telecom and Flag Telecom, is part of
Reliance Communications Ventures (RCoVL). It is the second largest mobile
operator in India, based on number of subscribers. According to National
Stock Exchange data, Anil Dhirubhai Ambani controls 66.77 per cent of
the company, which accounts for more than 1.36 billion shares. It is the
flagship company of the Reliance-Anil Dhirubhai Ambani Group, comprising
of power (Reliance Energy), financial services (Reliance Capital) and telecom
initiatives of the Reliance ADAG. It uses CDMA2000 1x technology for its
existing CDMA mobile services, and GSM-900/GSM-1800 technology for its
existing/newly launched GSM services.

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RelCom is also into Wire line Business throughout India and has
the largest optical fiber communication (OFC) backbone architecture
[roughly 110,000 km] in the country.
Reliance Communications has launched its Direct To Home (DTH)
TV also, known as "Big TV". RelCom have presence across all B2C
communications channel in one of the fastest growing markets in the world.
On the 19th December 2008,one of the flag telecom cables in
the Mediterranean sea was damaged. Flag Telecom is now part of Reliance
Globalcom.
On the 30th December 2008, Reliance became the first telecom
company in India to operate in both CDMA as well as GSM technologies.

Reliance GSM :On the 30th December 2008, Reliance Communications became the
first telecom operator in the history of Indian telecommunications to
simultaneously launch its GSM services in 17 circles, namely Andhra
Pradesh, Chennai, Delhi, Gujarat, Haryana, Jammu & Kashmir,
Karnataka, Kerala, Maharashtra, Mumbai, Punjab, Rajasthan, Tamil

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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Nadu, Uttar Pradesh(East & West) thereby establishing itself as a panIndia operator.
It already operates GSM services in 8 circles namely Assam, Bihar
&

Jharkhand,

Himachal

Pradesh,

Kolkata,

Madhya

Pradesh

&

Chhattisgarh, North Eastern states, Orissa, West Bengal , but operates


under the brand Reliance Smart GSM. Reliance Smart is owned by their
sister concern Reliance Telecom. They got these license when they took over
USHA PHONE.

Plans For Reliance Prepaid-GSM :-

Local Calls
STD Calls
Roaming
SMS

Details
Same Network
Other Network
Same Network
Other Network
In-coming
Out-going
Local
National

Tariff Validity

per Second Plan

per Minute Plan

1 p/sec

50 p/min

50 paisa
50 paisa

50 paisa
50 paisa

1 year

Lifetime

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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Pack Name
Simply per
call
Simply per
Minutel
Simply per
second
On-net Pack
Week-end
Pack

MRP

Talk-time / Benefit

FRC 34 20
All calls @ Rs.1/3min [Local/STD/Roming] to any
FRC 84 50
Network. All SMS [Local/STD/Roaming] @50 p
STV 38 19
FRC 35 20
All calls @ 50 p/min [Local/STD/Roming] to any
FRC 85 50
Network. All SMS [Local/STD/Roaming] @50 p
STV 48 24
FRC36 20
All calls @ 1 p/sec [Local/STD/Roming] to any
FRC 86 50
Network. All SMS [Local/STD/Roaming] @50 p
STV 58 29
27
All Local calls to Reliance Mobile @ 20 p/min
77
All Local & STD calls to Reliance Mobile @ 20 p/min
33
Free Local calls to Reliance Mobile on Saturday & Sunday

1 Year

1 Year

1 Year
30 Days
30 Days
Sat &
Sun
30 Days

Free Local calls to Reliance Mobile at night (11 pm to 6


am)
Free Local & STD calls to Reliance Mobile & all Other
30 Days
calls at 50% off at night (11 pm to 6 am)
249
Unlimited Local calls to Reliance CDMA
30 Days
Unlimited
489
Packs (only
2000 free Local & STD minutes to Reliance CDMA
30 Days
for CDMA)
999
Unlimited Local calls to any Local & STD Reliance CDMA 30 Days
Pay per call & pay per second customers can not apply for unlimited packs
For new Customers
For current Customers
All Calls
FRC Talktime
STV
Local/STD/Roaming
Validity
SMS
Validity
SMS
(Rs.)
(Rs.)
(Rs.)
Rs.1/ 3 min
41
10
Lifetime
38
Lifetime
Lifetime
50 p/min
51
10
Lifetime 50p/SMS
48
50p/SMS
1 Year
1p/sec
61
10
1 Year
58
Night
Calling Pack

29
59

Validity

Power Packs
MRP
Validity
Talk-time /Benefits
(Rs.)
(days)
24
100 Local minutes for Reliance calls (RCDMA + RGSM)
15
40
200 Local minutes for Reliance calls (RCDMA + RGSM)
30
44
100 Local & STD minutes to all Mobiles
15
80
200 Local & STD minutes to all Mobiles
30
Pay per call & pay per second customers can not apply for unlimited pac
Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia
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MRP
(Rs.)
55
75
100
120
150
200
300
400
500

Best Value Top-ups


Talk-time
(Rs.)
55
75
Promo Talktime (=10.36%)
100
in all the ful Talktime
140
vouchers is valid for 7 days
for only Local SMS/calls
150
(onnet/ offnet)
222
333
400
555

Top-ups
MRP
Talk-time
(Rs.)
(Rs.)
10
7.1
20
16.1
30
25.2
50
43.3

SMS Packs
MRP (Rs.)
Talk-time / Benefits
11
All Local/National/Roaming SMS for 1p/SMS
Daily Pack Talktime = 10.69 +Unlimited Free Local/National/Roaming SMS
14
(daily Decrement = rs.1)-one time recharge
25
Unlimited [15,000] free Local/National / Roaming SMS/day
Note :
Unlimited SMS = maximum 500 SMS/day
Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia
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National roaming :Roam at zero rent :


Make and receive calls across the length and breadth of India at
zero rent and zero roaming deposit. Send and receive SMSes and retrieve
voicemail from anywhere outside your home

circle, at nominal

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

For GSM & CDMA :National Roaming Charges (Incoming & Outgoing)
National Roaming
All Incoming & Local Outgoing Calls
All STD Outgoing calls
Local
National
SMS
International

Incoming
Rs.1.00
Re.1.50
Rs.1.00
Rs.1.50
Rs.5.00

LG Handsets offer :Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia
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Buy a new connection - bundled with the specific LG handsets and get
local Reliance-to-Reliance calling absolutely free for six moths... no
first recharge... no conditions.
Just do a nominal recharge of Rs 75 top-up from next moth and you
can continue to enjoy the Reliance-to-Reliance calling free for one
month.
Reliance-to-Reliance free calling promotion is available for a maximum
of 6 months including the 1st month... Simply fantastic!

Handsets in the offer :-

LG 3610 (ColorFM)

LG 3510 (Color)

LG 3530 (Color)

LG 3540 (Color)

Note :Customer has to activate a new SIM-based connection on specified


SIM-based NEW handset only. Free calling benefit will not be available with
old/used handset.
The benefit period is 6 months during which the customer can
recharge Rs.75 Top-up voucher for free calling into the next month. Free
calling is meant for calls terminating on local Reliance CDMA phones only.

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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Details of Rs 75 Topup voucher

MRP
Core Talktime
Promo Talktime(valid for 7 days)
Total Talktime

If the SIM card is removed and placed in any other handset,


cutsomer stands to lose the benefit of free calling promotion from the next
month.
The connections would be subject to our fair use and noncommercial use policy - which prohibits the use of the connection for
commercial purposes as also beyond 2000 minutes (considered as fair
usage). Any violation would lead to disconnection.

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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OBJECTIVES :1) To study the market share of Reliance-GSM and TATA-DoCoMo.


2) To study the effect of promotional strategies adopted by RelianceGSM and TATA-DoCoMo on customers buying behavior.
3) To know their expenditure on various Promotional Mix elements
adopted by Reliance-GSM and TATA-DoCoMo.

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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SCOPE OF STUDY
The scope of the study is limited solely to the Gondia Region i.e.
Gondia City. Gondia is a District of Maharashtra state. Its Population is
around 10 lacs.

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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HYPOTHESIS
1) The market share of Reliance-GSM is more than the market share of
TATA-DoCoMo.
2) Promotional strategy of Reliance-GSM is more effective than TATADoCoMo.

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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RESEARCH METHODOLOGY :Research Methodology is nothing but the various methods


adopted to achieve the desired goal. As research is systematic investigation
knowledge gained by research methodology is soundly based, while also
being exact and factual. The guiding principles, all through this process,
have been our interpretation of result.
Every marketer needs research. Marketing researcher engage in
a variety of activities, ranging from market potential and market studies, to
assessments of customer satisfaction and purchase behavior, to study of
pricing, distribution and promotion activity.Here both Primary and secondary
methods are used for collection of data.

PRIMARY DATA :

The primary data are those which are collected afresh and for

the first time, and thus happens to be original in character. We can obtain
primary data either through observation or through direct communication
with respondents in one form or another or through personal interview.
There are several methods of collecting primary data, but in this research
work primary data collected by using questionnaire.

SECONDARY DATA :

Secondary data means data that are already available i.e. they

refer to the data which have been already been collected and analysed by
someone else. When the researcher utilizes secondary data, then he has to
look into various sources from where he can obtain them. Secondary data
may either be published data or unpublished data. In this research work,
secondary data collected through the
websites (Internet)
Journals
Company manual and booklets, etc
Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia
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Questionnaire Design/ Formulation

We have used both Open ended and close ended questions.

The users are interviewed through structured questionnaire.

Sample element/ unit :- we have interviewed 20 customers of


each GSM services.

Extent: - Gondia Region

Sampling technique :- Non probability sampling technique


(convenience sampling).

Sample size - [for each GSM service]

Customers : 20

Retailers

: 20

Dealers

: 02

Sales executive : 01

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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FACTS AND FINDINGS :


Tata-DoCoMo is the mobile company which has brought

the new

revolution in the mobile Industry by starting an innovative tariff plan of


1 paisa/sec [Local/STD/Roaming].This made all the other

mobile

companies like Reliance-GSM to start a new attractive tariff plan


similar to as that of Tata-DoCoMos plan.
In the very beginning , when Tata-DoCoMo has started its new plan of
1 p/sec ,Tata-DoCoMo has cap
Reliance communication had never hired any Bran-Ambassador ever
before year 2009. It is only in year 2009; Hritik Roshan has been
made Brand-Ambassador for first time.
Tata-DoCoMo hasnt hired any Brand-Ambassador up till now.
Reliance Communication company believes more on mouth publicity
than the other promotional tools. But it is also using all type of
promotional tools for promoting its products (plans and services).
Reliance-GSM is giving more care towards their C-sat [i.e. customer
satisfaction] service, by which they collects the problems or queries of
customers and then they try to solve it as early as possible.

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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DATA ANALYSIS AND INTERPRETATION


Data Collected from Customers :AGE GROUP :-

Interpretation : The above graph shows that the number of customers of


Reliance GSM and Tata-DoCoMo that belongs to which Age Group [in years] .
OCCUPATION :

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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Interpretation : Above Graph shows the Occupatin of various customers of


Reliance GSM and Tata DoCoMo, to which they belong to.
ANNUAL INCOME :

Interpretation : Above graph shows the Annual Income Distribution of the


customers of

Reliance GSM and Tata-DoCoMo to which they belong

to.

(1) How many mobile phones /connections do you have?

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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Interpretation : Above Graph shows the number of Mobile Phones that each
customers of Reliance GSM and Tata-DoCoMo, from whom the response was
collected , are using now.

(2) Which of the following mobile services have you been using now ?

Interpretation : From the above Two pie-charts , it is seen that the various
customers of Reliance GSM and Tata-DoCoMo are also using the various other
mobile services along with Reliance GSM or Tata-DoCoMo GSM Service.

(3)Which Srevice Plan are you using now?

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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Interpretation : From the above two pie- charts it is seen that the customers of
Reliance GSm and Tata-DoCoMo, from whom the response was collected, all
are using Pre-paid GSM service .
(4) How long have you been using RelianceGSM/ TATA-DoCoMo service
from ?

Interpretation : Above graph shows the time period from which the customers
of Reliance GSM and Tata-DoCoMo are using the GSM service .
(5)

How would you rate your overall level of satisfaction ?

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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Interpretation : The above graph shows the response about the level of
satisfaction that the customers of Reliance GSM or Tata-DoCoMo have
experienced after the use of their respective GSM service. Out of the total
respondents / users of Tata-DoCoMo, 25% are Highly satisfied ,40% are
somewhat satisfied 30% are neutral i.e. they are neither satisfied nor dissatisfied, 5% are somewhat dissatisfied and none of them are highly
dissatisfied.
Out of the total respondents / users of Reliance GSM, 10% are Highly satisfied ,50% are
somewhat satisfied 15% are neutral i.e. they are neither satisfied nor dis-satisfied, 15% are
somewhat dissatisfied and 10% are highly dissatisfied.
(6)

How do you rate Reliance GSM / TATA-DoCoMo on the following

attributes :

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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Interpretation : The above two graph shows the response of the customers of
Both Reliance GSM or Tata-DoCoMo according to various attributes .They
have to rate the GSM service,which they are using, according to these
attributes.

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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(7) How do you rate Reliance GSM / TATA-DoCoMo in comparision to other


companies
that offer the same service?

Interpretation :
The above graph shows the response of the various customer of
Reliance GSM and Tata-DoCoMo , in comparision with the other GSM service
provider, which offers or provides the same services to their customers as
Reliance GSM or Tata-DoCoMo is providing to their customers .
Out of the total Relince GSM users / respondents , 40% users think that
Relince GSM provide services of same level, 40% think that Relince GSM
provide services of somewhat higher

level,20% users think that level of

services is somewhat lower as compaired to other companies which provide


same services.
Out of the total Tata-DoCoMo users / respondents, 20% users think that
Tata-DoCoMo provide services of same level, 55% think that Tata-DoCoMo
provide services of somewhat higher

level,5% users think that level of

services is somewhat lower and 20% user think that Tata-DoCoMo provides

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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A COMPARATIVE STUDY OF PROMOTIONAL STRATEGIES ADOPTED BY RELIANCEGSM & TATADOCOMO ( IN


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services of much higher level as compaired to other companies which


provide same services.

(8) Have you ever recommended services of Reliance GSM / TATA-DoCoMo


to other
people?

Interpretation : Above graph shows that out of the total respondents of


Reliance GSM, 5% have never recommended Reliance GSM service, 35%
have recommended once or twice and 60% have recommended several
times to other peoples about the Reliance GSM service. And out of the total
respondents of Tata-DoCoMo, 5% have never recommended, 35% have
recommended once or twice and 60% have recommended several times to
other peoples about the Tata-DoCoMo service.
(10) How did you come to know about this service ?

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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Interpretation : From the above graph, Out of all respondents of Reliance GSM ,
60 % user
came to know about Reliance GSM service through
T.V.Advertisements,15 % through News paper advt., 5 % through Posters, 5
% through Banners and rest of 5% thorugh other media/sources.
Out of all respondents of Tata-DoCoMo, 70 % user came to
know about Reliance GSM service through T.V.Advertisements, 5 % through
News paper advt., 5 % through Posters, 10 % through Banners and rest of 5
% thorugh other media/sources.
(11) Which plan / scheme of Reliance-GSM do you like more ?

Interpretation : From the above Pie Chart, it is seen that 50 % respondents


like 1 paisa/sec. plan, 25 % respondents like 50 p/min plan, 15 % like Rs.
1/3min [Rs.37 plan], 10 % like 20 p / min [Rs. 27 plan] .

(12) Which plan / scheme of TATA-DoCoMo do you like more ?

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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Interpretation : From the above Pie Chart, it is seen that 55 % respondents


like 1 paisa/sec. plan, 5 % respondents like Rs.99 plan, 5 % like Rs.786 plan,
10 % like Rs. 25 plan[special juice-up pack] ,15 %

like Rs.29. plan[night

pack], and 10 % like some other plan.

(13) Whose promotional activity is more effective among these two ?

Interpretation : The above graph shows the response of the customers of


Reliance GSM and Tata-DoCoMo . From the graph , according to the Reliance
GSM Users, only 40 % users think that Tata DoCoMos promotional strategy
is more effective and rest of 60 % users think Reliance GSMs promotional
strategy is more effective. According to the Tata-DoCoMo Users, only 80 %
users think that Tata DoCoMos promotional strategy is more effective and
Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia
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rest of 20% users think Reliance GSMs promotional strategy is more


effective.
(14)

Which, according to you, promotional activity of Reliance GSM /

TATA-DoCoMo is
more effective?

Interpretation : From the above graph, according

to Reliance GSM users/

respondents, 70 % users think Advertising is more effective promotional


activity , 10% think about sales promotion, 10 % about personal selling, 5 %
about publicity and rest 5% about other activities like canopy, etc.and none
about personal selling. According to Tata-DoCoMo users/ respondents, 80 %
users think Advertising is more effective promotional activity , 15% think
about sales promotion, 5 %

about personal selling, rest 5% about other

activities like canopy, etc. and none about publicity.


(15)

What do you look for while buying a mobile/ GSM service ?

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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Interpretation : From the above graph, out of all respondents of Reliance GSM ,
65% users look for reasonable plans, 30% look for service/ features , 5% look
for service provider And out of all respondents of Tata-DoCoMo, 70% users
look for reasonable plans, 20% look for service/ features , 5% look for service
provider and rest of 5% respondents look for other attributes.

Data Collected from Retailers :Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia
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(1) Do you provide more than one GSM mobile Service for customers ?

Interpretation : From the above Pie chart , it is clear that all the retailers in
Gondia region, from whom the responses are collected, are providing more
than one GSM mobile service to the customers. in Gondia region.

(2) Which GSM service do you prefer more for sale to the customers ?

Interpretation : From the above Pie chart, it is seen that out of all the
respondents (Retailers) 55 % Retailers prefers Reliance GSM for sale to the
customers , 30 % prefers Tata-DoCoMo and rest 15 % prefers othre GSM
services for sale to the customers.

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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(3) What is the percentage expenditure on the promotional activities,


mentioned below,
used by Reliance GSM / Tata-DoCoMo to promote GSM service ?

Interpretation

From

the

above

graph

,according

to

the

respondents(retailers), Tata-DoCoMo has to pay 25% on advertising, 30% on


Sales promotion, 20 % on personal selling, 5% on publicity, 10 % on public
relation, 5% on Direct mail and rest 5% on other activities like canopy, etc.
And Reliance GSM has to pay 15% on advertising, 15 % on Sales promotion,
25 % on personal selling, 10% on publicity, 15 % on public relation, 10% on
Direct mail and rest 10% on other activities like canopy, etc.
(4) When does the company use such promotional activities ?

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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Interpretation : From the above graph, it is seen that Reliance GSM company
uses promotional activities 60% for all round the year, 30 % during or before
the festival seasons and 10 % for other occasions. And Tata-DoCoMo
company uses promotional activities 80% for all round the year, 20 % for
other occasions,but never uses during or before the festival seasons.
(5) According to you which promotional activity is more effective to increase
sales ?

Interpretation : From the above graph, according to respondents, for TataDoCoMo T.V.advertisement is 55 % effective, News paper advertisement is 15
% effective, banners/ Hordings are 10 % effective, poster and pamphlets
each are 5 % effective and other tools like canopy, etc. are 10 % effective.
And for Reliance GSM

T.V.advertisement is 50 % effective, News paper

advertisement is 20 % effective, banners/ Hordings are 5 % effective, poster


and pamphlets each are 5 % effective and other tools like canopy, etc. are 15
% effective.
(6) Are you satisfied with the promotional activities adopted by the company
?

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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Interpretation : from the above graph, it is seen that all the retailers of
Reliance GSM and Tata-DoCoMo are satisfied with the promotional activities
adopted by these two companies.

(7) Do you suggest any change / modification in the Promotional strategies


adopted by the
company ?

Interpretation : From the above graph, it is seen that Out of all the Reliance
GSM Retailers 50% have not given any suggestion for modification in the
promotional strategies adopted by the company and rest 50 %
respondents are not in position to say anything.
(8) What type of added benefits are given by the company to you ?

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Interpretation : Form the above Pie-chart , it is seen that Both Reliance and
Tata-DoCoMo GSM Service

are giving added benefits to their

retailers in

terms of fixed commission ,Prizes or awards and Free Foreign Tours


depending upon the Quarterly sales target achived.

(9) Whether it is beneficial / motivational for you ?

Interpretation : From the above Pie-chart, it is seen that all the respondents are
motivated by the added benefits given by the Reliance GSM and TataDoCoMo company to their Retailers.

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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(10) Can it affects the sale of GSM-Service ?

Interpretation : From the above Pie-chart, it is seen that the sales is affected by
added benefits i.e. Sales get increased because of the added benefits given
by the Reliance GSM and Tata-DoCoMo company to their Retailers .

Data Collected from Dealers :(1) What is your monthly sales target [no. of cards or rupees ] in gondia ?

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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Interpretation : From the graph , it is seen that the monthly sales target for
Reliance GSM Dealers is of 200 cards and foa Tata-DoCoMo Dealers target is
of 250 cards.

(2) Was the monthly sales target for each month in past achieved in gondia
Region ?

Interpretation : From the above graph, it is seen that monthly sales target by
the dealers of both Reliance GSM and Tata-DoCoMo are achieved in past
months.

(3) What is the percentage expenditure on the promotional activities,


mentioned below,
used by the Company to promote GSM service ?

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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Interpretation : Form the above graph, the percentage expenditure on various


promotional activities by Reliance GSM and Tata-DoCoMo , according to
Dealers is given.From graph, Tata-DoCoMo has to pay 30% on advertising,
20% on Sales promotion, 15 % on personal selling, 15% on publicity, 10 % on
public relation, 5% on Direct mail and rest 5% on other activities like canopy,
etc. And Reliance GSM has to pay 15% on advertising, 15 % on Sales
promotion, 25 % on personal selling, 10% on publicity, 15 % on public
relation, 5% on Direct mail and rest 15% on other activities like canopy, etc.
(4) When does the company use such promotional activities ?

Interpretation : From the above graph, according to the Dealers,both the


company uses the promotional activities not only on all round the year, but
also during the special festival seasons like Deepawali . Both the companies
also use these at that time when company launches new schemes in
between any month .
Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia
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(5) According to you which promotional activity is more effective to increase


sales ?

Interpretation : From the graph, according to the dealer of Reliance-GSM, T.V.


Advt. is 50% effective,News-Paper Advt. is 20% , Banners/Hoardings, Posters
and Pamphlets each are 5% effective respectively and other tools like
canopy, mouth publicity are 15% effective to increase sales. According to the
dealer of Tata-DoCoMo, T.V. Advt. is 55% effective,News-Paper Advt. is 15% ,
Banners/Hoardings is 10%, Posters and Pamphlets each are 5% effective
respectively and other tools like canopy, mouth publicity are 10% effective to
increase sales.

(6) Are you satisfied with the promotional stratergies adopted by the
company ?

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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Interpretation : From the graph, it is clear that dealers of both Reliance-GSM


and Tata-DoCoMo are satisfied with the promotional strategies adopted by
their respective companies.

Data Collected from Sales Executives :-

(1) What is your monthly sales target [in no. of persons or rupees ] in
gondia ?

Interpretation : Form the graph, Monthly sales Target of Reliance-GSM in Gondia region is of
400 GSM cards and for Tata-DoCoMo is 500 Gsm cards.

(2) Was the monthly sales target for each month in past achieved in gondia
Region ?

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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Interpretation : From the above graph, it is seen that monthly sales target are
achieved in past months by both Reliance GSM and Tata-DoCoMos Sales
Executives, respectively, in Gondia Region .

(3) What is the percentage expenditure on the promotional activities,


mentioned below,
used by the Company to promote GSM service ?

Interpretation : Form the above graph, the percentage expenditure on various


promotional activities by Reliance GSM and Tata-DoCoMo , according to
Dealers is given.From graph, Tata-DoCoMo has to pay 30% on advertising,
20% on Sales promotion, 15 % on personal selling, 15% on publicity, 10 % on
public relation, 5% on Direct mail and rest 5% on other activities like canopy,
etc. And Reliance GSM has to pay 15% on advertising, 15 % on Sales

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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promotion, 25 % on personal selling, 10% on publicity, 15 % on public


relation, 5% on Direct mail and rest 15% on other activities like canopy, etc.
(4) According to you which promotional activity is more effective to increase
sales ?

Interpretation : From the graph, according to the Sales Executives of RelianceGSM,

T.V.

Advt.

Banners/Hoardings,

is

50%

Posters

effective,News-Paper
and

Pamphlets

each

Advt.
are

is
5%

20%

effective

respectively and other tools like canopy, mouth publicity are 15% effective to
increase sales. According to the dealer of Tata-DoCoMo, T.V. Advt. is 55%
effective,News-Paper Advt. is 15% , Banners/Hoardings is 10%, Posters and
Pamphlets each are 5% effective respectively and other tools like canopy,
mouth publicity are 10% effective to increase sales.

(5) Are you satisfied with the promotional stratergies adopted by the
company ?

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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Interpretation : From the graph, it is clear that Sales Executives of both


Reliance-GSM and Tata-DoCoMo are satisfied with the promotional strategies
adopted by their respective companies.

(6) Do you think the company has to modify its existing sales policy ?

Interpretation : From the graph, it is clear that Sales Executives of both


Reliance-GSM

and

Tata-DoCoMo

,respectively

wants

to

modify

their

respective companies existing sales policies.

Limitations of the Research :Carrying the survey was a general learning experience for us but we also
faced some problems, which are listed here:

The market of Telecommunication is too vast and it is not possible to


cover each and every customers and dealers in the available short
span of time.

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Respondents

were

reluctant

to

discover

complete

and

correct

information.

Some of the respondents were using the service first time and they
were not able to properly understand the terminology used in the
questionnaire.

Due to human behaviour information may be biased.

CONCLUSION : Reliance Mobile is spending very less in various promotional activities.


It has more belief on mouth publicity than any other tools of
promotion. Mouth publicity is more effective and it also help to save
the cost.
Tata Docomo had taken up social media to promote their brand online.
Social media is one of their strategies for marketing their products and

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creating an online presence.But they have also invested heavily into


outdoor, print and television media.
Tariff plans of Reliance-GSM service is more attractive than TataDoCoMos plans.
Reliance GSM is taking more care for solving customers problems and
querries than Tata-DoCoMo.
Thus Promotional strategy adopted by Reliance-GSM is more effective
than TATA-DoCoMos promotional strategy.
The market share of Reliance-GSM is more than the market share of
TATA-DoCoMo.The ratio of Market share of reliance GSM and TataDoCoMo is approximately 6 : 4.
From the overall study, it is seen that Reliance-GSM service is better
than Tata-DoCoMo GSM service.

RECOMMENDETIONS : Tata-DoCoMo have invested heavily into outdoor, print and television
media. But Tata-DoCoMo has never hired any brand-ambassader up till
now. So if they hires any brand-ambassader, it may affect its sales and
hence they may get an opportunity to gain the market position.

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Tata-DoCoMo should improve its customer care services.


Tata-doCoMo and Reliance-GSM both should opt for new scheme of
giving Sim cards free of cost to the new customers.
Both the GSM services should also provide one day free talktime in a
month to the customers.
Tata-DoCoMo has to improve its Network service in the rural areas also
to give more coverage to the customers.

ANNEXURE

QUESTIONNAIRE [for customers]


Name of Customer :....
Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia
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Age

Younger than 18years


35 44 years
65 years or older

18 24 years
45 54 years

25 34 years
55 64 years

Occupation :

Student
Employed Part Time

Self-employed
Unemployed

Employed full-time
Retired

None

Below 10,000 Rs.

10,000 1 Lac Rs.

1 Lac 2 Lac Rs.

2 Lac 3 Lac Rs.

3 Lac Rs.or more

Annual Income :

(1) How many mobile phones /connections do you have?


01

02

03

04

more than 04, please specify

(2) Which of the following mobile services have you been using now ?
Airtel GSM
Vodafone GSM
BSNL GSM
TATA CDMA
TATA- DoCoMo GSM
Reliance-CDMA
Reliance-Gsm
Idea GSM
Other, Please Specify
(3)Which Srevice Plan are you using now?
Pre-Paid

Post-Paid

Both

[ Please cut the name of the GSM service provider/ operator , whose service you are not using ]

(4)

How long have you been using Reliance GSM / TATA-DoCoMo service from ?
Last 6 months
last 1 year
last one and half years

(5)

How would you rate your overall level of satisfaction ?


Highly satisfied
Somewhat dissatisfied

(6)

Somewhat satisfied
Highly Dissatisfied

Neutral

How do you rate Reliance GSM / TATA-DoCoMo on the following attributes:


Well Below
Average

Below
Average

Average

Above
Average

Well Above
Average

(a) Customer service


Experience
(b) Professionalism
Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia
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(c) Quality of Service


(d) Understanding of
Customer need
(e) On-Time Delivery
of Services
(10) How do you rate Reliance GSM / TATA-DoCoMo in comparision to other companies
that offer the same service?
Much higher
Somewhat higher
Same/ Neutral
Somewhat lower
(11)

Much lower

Have you ever recommended services of Reliance GSM / TATA-DoCoMo to other


people ?
No, never recommended
Have recommended once or twice
Have recommended several times

(12) Do you have any suggestion for improvements ?

...
(13) How did you come to know about this service ?
News paper advertisement
T.V.Advertisements
Posters
Banners
Other, please specify _____________________

Pamphlets

(14) Which plan / scheme of Reliance-GSM do you like more ? [For Reliance-GSM user only]
1 p/sec [for local & std]
1 Rs./ 3 min [Rs.37 plan]

50 p/min [for local & std]

20 p/min [Rs.27 plan]


Other,please specify___________________________________________

(15) Which plan / scheme of TATA-DoCoMo do you like more ? [For TATA-DoCoMo user
only]
1Paise per second
Plan of Rs.99/Plan of Rs.786/Rs.25[special juice up pack]

Rs.29[night pack- 1p/6sec]

Rs.49[1p /2 sec]

Other,please specify___________________________________________

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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(16) Whose promotional activity is more effective among these two ?


TATA-DoCoMo
Reliance-GSM
(17) Which, according to you, promotional activity of Reliance GSM / TATA-DoCoMo is more
effective?

Advertising
Publicity

Sales Promotion
Public Relation

Personal selling
Direct Mails

Other, please specify__________________________________


(18) What do you look for while buying a mobile/ GSM service ?
Reasonable Plans

Services/features

Service Provider/ Operator

Other, please specify____________________________________

Questionnaire [for Dealers]


Dealer Name
: _____________________________________________
Company Name : _____________________________________________
Address
: _____________________________________________
Contact No.
: ____________________________________________
Gender : Male
Female
Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia
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Age

: ________________

(1) What is your monthly sales target [no. of persons or rupees ] in gondia ?
________________________________________________________
(2) Was the monthly sales target for each month in past achieved in gondia Region ?
Yes
No
If No, then mention target achievement in % ______________________
(3) Which promotional activities are used by the Company to promote GSM service ?
Advertising
Sales Promotion
Personal selling
Publicity
Public Relation
Direct Mails
Other, please specify__________________________________
(4) What is the percentage expenditure on the promotional activities, mentioned below, used by
the Company to promote GSM service ?
(a) Advertising
__________
(b) Sales Promotion _____________
(c) Personal selling __ _______
(d) Publicity
______________
(e) Public Relation __________
(f) Direct Mails
______________
(5) Which of the following media does the company use for such promotional activity?
Brouchers
Toruns
Banners
Posters
Strips
T.V. Advertisements
Net- campaign
News-Paper advertisements
Other, please specify__________________________________
(6) When does the company use such promotional activities ?
All round the year
During festival season
Before the season [please, mention month & duration] ______________
Other,please specify___________________________
(7) According to you which promotional activity is more effective to increase sales ?
Brouchers
Toruns
Banners
Posters
Strips
T.V. Advertisements
Net- campaign
News-Paper advertisements
Other, please specify__________________________________
(8) Are you satisfied with the promotional activities adopted by the company ?
Yes
No
(9) Which type of promotional materials are provided by the company to you ?
Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia
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(a) ______________________
(c) ______________________
(e) ______________________

(b) _______________________
(d) _______________________
(f) ________________________

(10) Do you suggest any change / modification in the Promotional strategies adopted by the
company ?
Yes
No
If yes, then specify______________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
(11) What type of added benefits are given by the company to you ?
fixed commission on sales and collection
Prize/ awards etc.
Free Foreign Tour / Consession on Tour
(12) Whether it is beneficial / motivational for you ?

Yes

No

(13) Can it affects the sale of GSM-Service ?

Yes

No

(14) Which plans are mostly preferred by the customers of company ?


____________________

__________________________

__________________ __

__________________________________

Questionnaire [for retailers]


Retailers Name

: _____________________________________________

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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Contact Number
Address
Gender
Age

: _____________________________________________
: _____________________________________________
____________________________________________
: Male
Female
: ________________

(1) Do you provide more than one GSM mobile Service for customers ?
Yes
No
(2) Which GSM service do you prefer more for sale to the customers ? [ Write name of GSM
service in accordance with the preference given by you ]
Reliance
TATA-DoCoMo
Other
------------------------ Questions to be filled by Reliance-GSM Retailers Only ------------------------(3) Which promotional activities are used by the Reliance Communication to promote GSM
service ?
Advertising
Sales Promotion
Personal selling
Publicity
Public Relation
Direct Mails
Other, please specify__________________________________
(4) What is the percentage expenditure on the promotional activities, mentioned below, used by
Reliance Communication to promote GSM service ?
(a) Advertising ______________
(b) Sales Promotion _____________
(c) Personal selling ____________
(d) Publicity
_______________
(e) Public Relation _____________
(f) Direct Mails _______________
(5) Which of the following media does the company use for such promotional activity?
Brouchers
Toruns
Banners
Posters
Strips
T.V. Advertisements
Net- campaign
News-Paper advertisements
Other, please specify__________________________________
(6) When does the company use such promotional activities ?
All round the year
During festival season
Before the season [please, mention month & duration] ______________
Other,please specify___________________________

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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(7) According to you which promotional activity is more effective to increase sales ?
Brouchers
Toruns
Banners
Posters
Strips
T.V. Advertisements
Net- campaign
News-Paper advertisements
Other, please specify__________________________________
(8) Are you satisfied with the promotional activities adopted by the company ?
Yes
No
(9) Which type of promo tional materials are provided by the company to you ?
(a) ________________________
(b) __________________________
(c) ________________________

(d) __________________________

(e) ________________________

(f) ___________________________

(10) Do you suggest any change / modification in the Promotional strategies adopted by the
company ?
Yes
No
If yes, then specify______________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
(11) What type of added benefits are given by the company to you ?
fixed commission on sales and collection
Prize/ awards etc.
Free Foreign Tour / Consession on Tour
(12) Whether it is beneficial / motivational for you ?
Yes
No
(13) Can it affects the sale of GSM-Service ?
Yes
No
(14) Which plans are mostly preferred by the customers of company ?
______________________
______________________

________________________
________________________

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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---- Questions to be filled by TATA-DoCoMo-GSM / Reliance GSM Retailers Only ----(15) Which promotional activities are used by the TATA-DoCoMo to promote
GSM service ?
Advertising
Sales Promotion
Personal selling
Publicity
Public Relation
Direct Mails
Other, please specify__________________________________
(16) What is the percentage expenditure on the promotional activities, mentioned
below, used by Reliance Communication to promote GSM service ?
(a) Advertising
________
(b) Sales Promotion _________
(c) Personal selling

________

(d) Publicity

_________

(e) Public Relation

________

(f) Direct Mails

_________

(17) Which of the following media does the company use for such promotional
activity?
Brouchers
Toruns
Banners
Posters
Strips
T.V. Advertisements
Net- campaign
News-Paper advertisements
Other, please specify__________________________________
(18) When does the company use such promotional activities ?
All round the year
During festival season
Other,please specify___________________________
(19) According to you which promotional activity is more effective to increase
sales ?
Brouchers
Toruns
Banners
Posters
Strips
T.V. Advertisements
Net- campaign
News-Paper advertisements
Other, please specify__________________________________
(20) Are you satisfied with the promotional activities adopted by the company ?
Yes
No
(21) Which type of promotional materials are provided by the company to you ?
(a) ______________________
(b) ___________________________
(c) _______________________

(d) __________________________

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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(e) _______________________

(f) ___________________________

(22) Do you suggest any change / modification in the Promotional strategies


adopted by the company ?
Yes
No
If yes, then specify______________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
(23) What type of added benefits are given by the company to you ?
fixed commission on sales and collection
Prize/ awards etc.
Free Foreign Tour / Consession on Tour
(24) Whether it is beneficial / motivational for you ?
Yes

No

(25) Can it affects the sale of GSM-Service ?


Yes

No

(26) Which plans are mostly preferred by the customers of company ?[for Tata-DoCoMo users
only]
1 paisa per second
Plan of Rs.25/Plan of Rs.29/- [Night Pack]

Plan of Rs.99/-

Plan of Rs.786/-

Plan of Rs.49/-

Plan of Rs.140/-

Plan of Rs.55/-

(27) Which plan / scheme of Reliance-GSM do you like more ? [For Reliance-GSM user only]
1 p/sec [for local & std]

50 p/min [for local & std]

1 Rs./ 3 min [Rs.37 plan]

20 p/min [Rs.27 plan]

Other,please specify___________________________________________
(28) What does the customers look for while buying a mobile/ GSM service ?
Reasonable Plans

Services/features

Service Provider/ Operator

Other, please specify____________________________________


Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia
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BIBLIOGRAPHY

Websites : 1. www.trai.gov.in
2. http://images.google.co.in/images
3. www.google.com
4. www.rcom .co.in
5. www.tatadocomo.com
6. www.nttdocomo.com

Nilesh Meshram [ MBA IVth semester ], D.M.T.R., N.M.D College, Gondia


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