Customer Satisfaction Reliance GSM

CUSTOMER SATISFACTION
TOWARDS RELIANCE GSM

SERVICES
IN
PARTIAL FULLFILLMENT OF THE MASTER OF
BUSINESS ADMINISTRATION
SUBMITTED BY
DUTIKRUSHNA SAHU
Regd. 0941333043
Under The Guidance Of

Miss.Alaka Samantaray
INSTITUTE OF BUSINESS &

COMPUTER STUDIES
BHUBANESWAR, ORISSA, INDIA.
BONAFIDE CERTIFICATE
This is to certify that Mr. Ankur Sharma,
has been found Satisfactory in the continuous
internal evaluation of project report entitled
Customer satisfaction towards
Reliance GSM for the requirement of
B.com (Hons.) under MJP Rohilkhand
University
Date: Signature of the

Faculty Guide
ACKNOWLEDGEMENT
I express my sincere gratitude of the following dignitaries for helping me

and providing necessary information during various stages of project
thereby making it successful.
It is a great privilege to express deep sense of gratitude and in debt ness

to the Retail and Sales Manager Mr.Biswajit Pattnaik, for his keen
interest, constant encouragement and indefatigable enthusiastic guidance.
I am also thankful to my Guide Mr. Ashok Sharma, Faculty, for his

help in my documentation.
Last but not the least I express my sincere thanks to my friends who have
extended their help in completion of this project report.
Ankur Sharma
TABLE OF CONTENTS
ACKNOWLEDGEMENT...................................................................................ii
TABLE OF CONTENTS..................................................................................iii
Introduction................................................................................................ vi
Theoretical Background of the Topic.......................................................vi
Customer Satisfaction..........................................................................vi
Skills of Marketers...............................................................................viii
Method to Measure Customer Satisfaction............................................x
Introduction to Telecom Industry..........................................................xi
Market Share of Public and Private Industry........................................xv
The Global Cellular Mobile Industry....................................................xvi
Research Objectives.............................................................................xxiii
1.1 General Overview of Indian Telecom Industry....................................1
1.1.1 Indian Telecom Sector..................................................................3
1.1.2 Market Size, Players and Trends:- ...............................................4
2. COMPANY PROFILE..................................................................................8
2.1 Vision..................................................................................................9
2.2 RELIANCE Anil Dhirubhai Ambani Group..........................................9
2.3 Structure..........................................................................................11
2.4 Reliance Symbol...............................................................................12
2.5 Reliance Brand Colours....................................................................13
2.6 Chairmans Profile............................................................................13
2.7 About GSM .........15
2.7.1 Reliance GSM ............................................................................15
Promotion..............................................................................................19
2.8.1 Advertising.................................................................................19
Personal Selling...................................................................................20
2.8.3 Publicity......................................................................................20
2.8.4 Public Relation............................................................................20
2.8.5 Sales Promotion.........................................................................21
Consumer Sales Promotion.....................................................................22
Coupons:.............................................................................................23
Rebates:..............................................................................................24
Promotional Pricing:............................................................................26
Trade-In:..............................................................................................26
Loyalty Programs:...............................................................................27
Sampling and Free Trials:....................................................................27
Free Product:.......................................................................................28
Premiums:...........................................................................................28
Contests and Sweepstakes:................................................................28
Demonstrations:..................................................................................29
Personal Appearances:........................................................................29
An in-person appearance by someone of interest to the target market,

such as an author, sports figure or celebrity, is another form of sales
promotion capable of generating customer traffic to a physical location.
However, as with demonstrations, personal appearance promotion can
be expensive since the marketer normally must pay a fee for the person
to appear................................................................................................29
Trade Sales Promotions:.........................................................................30
Point-of-Purchase Displays:.................................................................30
Advertising Support Programs:............................................................31
Short Term Trade Allowances:............................................................31
Sales Incentives or Push Money:.........................................................32
Promotional Products:.........................................................................32
Trade Shows:.......................................................................................32
Business-to-Business Sales Promotions:.................................................33
2.9.4 Trends in Sales Promotion..........................................................34
Electronic Delivery:.............................................................................34
Tracking:.............................................................................................35
Internet Communication:....................................................................35
Clutter and Need for Creativity:..........................................................35
Customers Expectations:.....................................................................36
2.9.5 Sales Promotion Tool Adopted by R.Comm. for GSM..................37
SWOT Analysis of Reliances GSM......................................................52
3. METHODOLOGY.....................................................................................54
3.1 Design of the Study..........................................................................54
3.2 Data Collection Source ....................................................................54
3.3 Sampling..........................................................................................55
3.4 Sample Size......................................................................................55
3.5 Sample Technique............................................................................55
3.6 Field Work Details............................................................................55
3.7 Limitations of the Research..............................................................56
ANALYSIS..................................................................................................57
CONCLUSION & FINDINGS.........................................................................77
5. METHODOLOGIES..................................................................................79
6. SUGGESTIONS.......................................................................................80
ANNEXURE .................................................................82
Introduction
Theoretical Background of the Topic
Customer Satisfaction
According to Philip Kotler, satisfaction is a persons feelings of
pressure or disappointment resulting from products perceived
performance (outcome) in relation to his or her expectations.
Customer satisfaction is the level of a persons felt state resulting
from comparing a products perceived performance (outcome) in
relation to the persons expectations.
This satisfaction level is a function of difference between perceived
performance and expectations. If the products performance, exceed
expectation the customer highly satisfied or delighted. If the performance
matches the expectations the customer is satisfied. If the products
performance fall shorts of expectations the customer is dissatisfied.
1 Many companies are aiming for high satisfaction because customers
who are just satisfied still find it easy to switch when a better offer
comes along. High satisfaction or delight creates an emotional affinity
with brand.
2 Variety of factors that affect customer satisfaction includes product
quality, product availability and after sales support such as warranties

and services. Customer satisfaction is seen as a proof of delivering a
quality product or service. It is believed that customer satisfaction
brings sales growth, and market share. A company can always
increase customer satisfaction by lowering its price or increasing its
services but this may result in lower profits. Thus the purpose of
marketing is to generate customer value profitability.
3 India is on the threshold of a new millennium. India chose for global
economy, exposing her to winds of change in the market place, which
has expanded vastly and become fiercely competitive. In the changed
environment, decision makers view the marketing concept as the key
to success. Marketing in practice has to manage products, pricing,
promotion and distribution.
4 A successful product can be developed by exploding these
opportunities. While delivering the value of the consumer we make
use of marketing support. This support is based on the knowledge of
consumers and distribution. Marketing support both at the
introduction of products and maturing is considered
5 Marketing, as suggested by the American Marketing Association is
"an organizational function and a set of processes for creating,
communicating and delivering value to customers and for managing
customer relationships in ways that benefit the organization and its
stakeholders".
6 The two major factors of marketing are the recruitment of new
customers (acquisition) and the retention and expansion of
relationships with existing customers (base management). Marketing
methods are informed by many of the social, particularly psychology,
sociology, and economics. Anthropology is also a small, but growing,
influence. Market research underpins these activities. Through
advertising, it is also related to many of the creative arts.
7 For a marketing plan to be successful, the mix of the four "Ps"1 i.e.
product, price, place, promotion must reflect the wants and desires of
the consumers in the target market. Trying to convince a market
segment to buy something they don't want is extremely expensive and
seldom successful. Marketers depend on marketing research, both
formal and informal, to determine what consumers want and what
they are willing to pay for. Marketers hope that this process will give
them a sustainable competitive advantage. Marketing management is
the practical application of this process. The offer is also an important
addition to the 4P's theory.
Skills of Marketers
Marketers have 4 main skill sets that they bring to an enterprise:

1
1) Opportunity Identification: Marketing begins before there is a
product to sell. Many people think marketing is just selling
whatever comes out of the manufacturing plant. It's the job of
marketing to decide WHAT comes out of the manufacturing plant
in the first place. Before a business can make money there must be
opportunities for money to be made and it's marketing's job to
define what those opportunities are. Marketers analyze markets,
market gaps, trends, products, competition, and distribution
channels to come up with opportunities to make money.
2) Competitive strategy/positioning:
Markets consist of groups of competitors competing for a customer's
business. The job of marketing is to decide how to create a defensible
sustainable competitive advantage against competitors. Marketers
conceive strategies, tactics, and business models to make it hard if not
impossible for competition to take away customers from their business.
3) Demand generation/management
It's the job of marketing to create and sustain demand for a company's
products. Marketers manage demand for a company's products by
influencing the probability and frequency of their customer's purchase
behavior.
4 ) Sales:
The ultimate goal of marketing is to make money for a business. In most
companys sales is a different discipline and department from marketing.
But in order for salespeople to have any long term success in a company
they must be led by marketing. The better job a company does of
identifying opportunities, creating a differential sustainable competitive
advantage, and generating demand for their products the easier it will be
for salespeople to make sales.
Method to Measure Customer Satisfaction
Companies use the following methods to measure customer satisfaction.
1 ) Complaints and suggestion system: companies obtaining complaints
through their customer service centres, and further suggestions were
given by customers to satisfy their desires.
2) Customer satisfaction surveys
Responsive companies obtain a direct measure of customer satisfaction
by periodic surveys. They send questionnaires to random sample of their
customers to find out how they feel about various aspects of the
companys performance and also solicit views on their competitors
performance. It is useful to measure the customers willingness to
recommend the company and brand to other persons.
3 )Lost Customer Analysis.

Companies should contact customers who have stopped buying or who
have switched to another supplier to learn why this happened.
4 )Consumer Behavior Vs Consumption Behavior
Consumer behavior refers to the manner in which an individual reaches
decision related to the selection, purchases and use of goods and services.
Walters and Paul says that, consumer behavior is the process where by
the individuals decides what, when, how and from whom to purchase
goods & services.
Consumer behavior relates to an individual person (Micro behavior)
where as consumption behavior relates to and to the mass or aggregate of
individuals (Macro behavior) consumers behavior as a study focuses on
the decision process of the individual consumer or consuming unit such
as the family.
In contrast the consumption behavior as a study is to do with the
explanation of the behavior of the aggregate of consumers or the
consuming unit. Consumer is a pivot, around which the entire system of
marketing revolves. The study of buyer behavior is one of the most
important keys to successful mark
Introduction to Telecom Industry
The Indian Telecommunications network with 110.01 million
connections is the fifth largest in the world and the second largest among
the emerging economies of Asia. Today, it is the fastest growing market

in the world and represents unique opportunities for U.S. companies in
the stagnant global scenario. The total subscriber base, which has grown
by 40% in 2005, is expected to reach 250 million in 2007. According to
Broadband Policy 2004, Government of India aims at 9 million
broadband connections and 18 million internet connections by 2007. The
wireless subscriber base has jumped from 33.69 million in 2004 to 62.57
million in FY2004- 2005. In the last 3 years, two out of every three new
telephone subscribers were wireless subscribers. Consequently, wireless
now accounts for 54.6% of the total telephone subscriber base, as
compared to only 40% in 2003. Wireless subscriber growth is expected to
bypass 2.5 million new subscribers per month by 2007. The wireless
technologies currently in use are Global System for Mobile
Communications (GSM) and Code Division Multiple Access (CDMA).
There are primarily 9 GSM and 5 CDMA operators providing mobile
services in 19 telecom circles and 4 metro cities, covering 2000 towns
across the country.

Evolution of the industry-Important Milestones
Year
1851 First operational land lines were laid by the government near
Calcutta (seat
of British power)
1881 Telephone service introduced in India
1883 Merger with the postal system
1923 Formation of Indian Radio Telegraph Company (IRT)
1932 Merger of ETC and IRT into the Indian Radio and Cable
Communication
Company (IRCC)
1947 Nationalization of all foreign telecommunication companies to

form the
Posts, Telephone and Telegraph (PTT), a monopoly run by the
government's Ministry of Communications
1985 Department of Telecommunications (DOT) established, an

exclusive
provider of domestic and long-distance service that would be its

own
regulator (separate from the postal system)
1986 Conversion of DOT into two wholly government-owned

companies: the
Videsh Sanchar Nigam Limited (VSNL) for international

telecommunications
and Mahanagar Telephone Nigam Limited (MTNL) for service

in
metropolitan areas.
1997 Telecom Regulatory Authority of India created.
1999 Cellular Services are launched in India. New National Telecom

Policy is
adopted.
2000 DoT becomes a corporation, BSNL
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 market in the world. The
first and largest operator is the state-owned incumbent BSNL, which is

also the 7th largest telecom company in the world in terms of its number
of subscribers. BSNL was created by corporatization. while DTS
(Department of Telecommunication Services), a government unit
responsible for provision of telephony services. Subsequently, after the
telecommunication policies were revised to allow private operators,
companies such as Bharti Telecom, TATA Indicom, Vodafone, MTNL,
Idea, Vodafone and BPL have entered the space. Major operators in
India. However, rural India still lacks strong infrastructure.
The total number of telephones in the country crossed the 300 million
mark on June 18 2008The overall tele-density has increased to 36.98% in
March 2009 .In the wireless segment, 15.87 million subscribers have
been added in March 2009. The total wireless subscribers (GSM, CDMA
& WLL (F)) base is more than 391.76 million now. The wire line
segment subscriber base stood at 38.22 million with a decline of 0.13
million in October 2008.
Market Share of Public and Private Industry
The fixed line and mobile segments serve the basic needs of local calls,
long distance calls and the international calls, with the provision of
broadband services in the fixed line segment and GPRS in the mobile
arena. Traditional telephones have been replaced by the codeless and the
wireless instruments. Mobile phone providers have also come up with
GPRS-enabled multimedia messaging, Internet surfing, and mobile-
commerce.The much-awaited 3G mobile technology is soon going to
enter the Indian telecom market. The GSM, CDMA, WLL service
providers are all upgrading them to provide 3G mobile services. Along
with improvement in telecom services, there is also an improvement in
manufacturing. In the beginning, there were only the Siemens handsets in
India but now a whole series of new handsets, such as Nokia's latest N-
series, Sony Ericsson's W-series, Motorola's PDA phones, etc. have come
up.
Touch screen and advanced technological handsets are gaining
popularity. Radio services have also been incorporated in the mobile
handsets, along with other applications like high storage memory,
multimedia applications, multimedia games, MP3 Players, video
generators, Camera's, etc. The value added services provided by the
mobile service operators contribute more than 10% of the total revenue.
The Global Cellular Mobile Industry
Global telecom sector
Earnings visibility
Earnings growth is being driven by improving pricing conditions,
stabilizing operating trends, aggressive cost cutting initiatives, a positive
regulatory environment, strong wireless growth, and new market
opportunities. This has translated into greater visibility of forward
earnings as evidenced by recent increased analyst upgrades within the
sector.
Merger synergies
Given the substantial amount of excess capital available in the sector and
in private equity we expect to see additional merger and acquisition
activity, albeit at a slower pace than recently witnessed. Global telecom
M&A deals over the past two years have reflected market expansion but
have also had a positive effect on the buyers balance sheets. Partnering
companies have begun realizing their synergies through cost reductions
and economies of scale. In the US, the largest three companies now
account for over 70% of the sector market cap; this compares to 34% in
1990. Trends in bundled services are also paving the way for additional
M&A activity. Sector consolidation will further increase the importance
of stock selection.
Growth
While cost-cutting has been a major source of earnings growth, we have
seen top-line pressures decreasing which will help revenues become a

larger driver of earnings growth again. We see growth within the sector
coming from a number of areas including: broadband, 3G (third
generation) technology, expansion in emerging markets. Broadband
penetration has been accelerating as internet customers are seeking faster
downloads for audio and video files. 3G services, which facilitate the
simultaneous transfer of both voice and non-voice (i.e. video, downloads,
SMS, etc.) data are providing mobile users with a much more robust
communication platform and should finally begin to realize their growth
potential in 2007. Emerging market companies benefit from low
penetration rates and also tend to have lower leverage, higher margins
and higher growth than most developed markets telecom companies.
Global opportunities
It has become less difficult to find attractive telecom investment
opportunities globally than it was a year ago. As the fog has lifted from
the sector, there are increased opportunities within both the growth and
value spaces.
Definition of Cellular/Mobile phone

The Cellular telephone (commonly "mobile phone" or "cell phone" or
"hand phone") is a long-range, portable electronic device used for mobile
communication. In addition to the standard voice function of a telephone,
The Global Cellular Mobile Industry:
The global mobile phone industry is based on many different
manufacturers and operators. The industry is based on advanced
technology and many of the manufacturers are operating in different
industries, where they use their technological skills, distribution network,
market knowledge and brand name. Four large manufacturers of mobile
phones are today dominating the global mobile phone industry
&networks; Nokia, Sony Ericson, Samsung and Motorola . Airtel, Bsnl ,
tataindicom ,Vodafone, reliance, others. In addition to these companies
there are many manufacturers that operate globally and locally.
Telecom Industry in India

The telecom industry is one of the fastest growing industries in
India. India has nearly200 million telephone lines making it the
third largest network in the world after China and USA.
With a growth rate of 45%, Indian telecom industry has the highest
growth rate in the8world.
Much of the growth in Asia Pacific Wireless Telecommunication
Market is spurred by the growth in demand in countries like India
and China.
Indias mobile phone subscriber base is growing at a rate of 82.2%.
China is the biggest market in Asia Pacific with a subscriber base
of 48% of the total subscribers in Asia Pacific.
Compared to that Indias share in Asia Pacific Mobile Phone
market is 6.4%.
Considering the fact that India and China have almost comparable
populations, India slow mobile penetration offers huge scope for
growth.
History of Indian Telecommunications
It was Started in 1851 ,when the first operational land lines were laid by
the government near Calcutta (seat of British power). Telephone services
were introduced in India in 1881. In 1883 telephone services were
emerged with the postal system. Indian Radio Telegraph Company (IRT)
was formed in 1923. After independence in 1947, all the foreign
telecommunication companies were nationalized to form the Posts,
Telephone and Telegraph (PTT), a monopoly run by the government's
Ministry . Telecom sector was considered as a strategic service and the
government considered it best to bring under state's control. The first
wind of reforms in telecommunications sector began to flow in 1980s
when the private sector was allowed in telecommunications equipment
manufacturing. In 1985, Department of
Telecommunications (DOT) was established. It was an exclusive provider
of domestic and long distance service that would be its own regulator
(separate from the postal system). In 1986, two wholly government-
owned companies were created: the Videsh Sanchar Nigam Limited
(VSNL) for international telecommunications and Mahanagar Telephone
Nigam Limited (MTNL) for service in metropolitan areas.
In 1990s, telecommunications sector benefited from the general opening
up of the economy. Also, examples of telecom revolution in many other
countries, which resulted in better quality of service and lower tariffs, led
Indian policy makers to initiate a change process finally resulting in
opening up of telecom services sector for the private sector. National
Telecom Policy(NTP) 1994 was the first attempt to give a comprehensive
roadmap for the Indian telecommunicationssector.

In 1997, Telecom Regulatory Authority of India (TRAI) was created.
TRAI was formed to act as a regulator to facilitate the growth of the
telecom sector.. Telecommunication sector in India can be divided into
two segments: Fixed Service Provider (FSPs), and Cellular Services.
Fixed line services consist of basic services, national or domestic long
distance and international long distance services. The state operators
(BSNL and MTNL), account for almost 90 per cent of revenues from
basic services. Private sector services are presently available in selective
urban areas, and collectively account .Global System for Mobile
Communications (GSM) and Code Division Multiple Access (CDMA).
The GSM sector is dominated by Airtel, Vodfone-Essar, and Idea
Cellular, while the CDMA sector is dominated by Reliance and Tata
Indicom. Opening up of international and domestic long distance
telephony services are the major growth drivers for cellular industry.
Cellular he tariffs on airtime, which along with rental was the main
source of revenue. The reduction in tariffs for airtime, national long
distance, international long distance, and handset prices has driven
demand.
Classification of Telecommunication services
1. Basic services
2. Cellular services
3. Internet Service Provider (ISP)
Research Objectives
Scope of study: scope is limited to Bareilly only
Objectives of the study: This project aims at studying the present
market scenario and customer satisfaction towards Reliance GSM
The companies want to capture the market study concerns with evaluating
fast developing area and so all the service providers were taken to
measure the satisfaction of customer
The main objective of the study are:
1. Service providers in the market which are not reaching the customer.
2. To study the customer satisifaction towards mobile service providers.
3. To study and identify how the customers are benefited.
4. To evaluate the major service provider satisified the customer.
5. To assess the needs, requirements and expectations of the customers in
order to
assess their current satisfaction levels.

6. To know the attitude, enthusiasm regarding the service provided to
customers.
7. To understand the performance of different brands in the market on
various parameters like product quality, performance of the customer
relationship officer (CRO), service quality, range and selection of
products available.
Sales promotion, a key ingredient in marketing campaigns, consists of
collections of incentive tools, mostly short term, designed to stimulate
quicker or greater purchase of particular products or services by
consumers or the trade. Sales promotion includes tools for consumer
promotion (samples. coupons, cash refund offers, premiums, free trials,
warranties, point-of-purchase displays, demonstrations); trade sales
promotion (prices off, advertising and display allowances and free
goods).
Since an increase in profits is the major goal of a company that introduces
a product into a market, the sales promotion is very important. The
understanding of sales promotion, can help a company to understand and
realize when it is time to introduce sales promotions and its position in
the market compared to competitors.

Companies spend large amounts of money on business and sales force
promotion tools. These tools are used to gather business leads, impress
and reward customers, and motivate the sales force to greater effort.
Therefore it is very important to understand the sales promotions for a
Business firm or industry to generate both sales & profits.

Exactly ten years ago, Jyoti Basu in Calcutta called Sukh Ram in Delhi in
what was the first mobile phone call in India. Brick sized cell phones used to
cost Rs. 45,000 and each call costed Rs. 16.5/minute. Back then, cell phone
was a status symbol. Today, there are over 60 million mobile connections in
India (expected to double in number in next 12 months). A local call costs
around less than Rs 1/min and a cell phone can be purchased for less than
Rs. 2000.
1.1 General Overview of Indian Telecom Industry
The Indian telecom market has been displaying sustained high growth rates.
Riding on expectations of overall high economic growth and consequent

rising income levels, it offers an unprecedented opportunity for foreign
investment. A combination of factors is driving growth in the telecom
market, promising rich returns on investments.
India is the fourth largest telecom market in
Asia after China, Japan and South Korea.
The Indian telecom network is the eighth largest in the world and the
second largest among emerging economies.
The Indian telecom market size of over US $ 8 billion is expected to
increase three fold by 2012. The expansion of the telecom industry in
India has been fuelled by a massive growth in mobile phone users, which
has reached a level of 10 million users in December 2002, an increase of
nearly 100 per cent in 2002.
This exponential growth of mobile telephony can be attributed to the
introduction of digital cellular technology and decrease in tariffs due to
competitive pressures. For the first time in India, the growth of cellular
subscriber base has exceeded the fixed line subscriber base. However,
cellular penetration is still 1 per cent as compared to world average of
around 16 per cent.

1.1.1 Indian Telecom Sector
Indian Telecom sector, like any other industrial sector in the country, has
gone through many phases of growth and diversification. Starting from
telegraphic and telephonic systems in the 19th century, the field of
telephonic communication has now expanded to make use of advanced
technologies like GSM, CDMA, and WLL to the great 3G Technology in
mobile phones. Day by day, both the Public Players and the Private Players
are putting in their resources and efforts to improve the telecommunication
technology so as to give the maximum to their customers.

The Indian telecom sector can be broadly classified into Fixed Line
Telephony and mobile telephony. The major players of the telecom
sector are experiencing a fierce competition in both the segments.
The major players like BSNL, MTNL, VSNL in the fixed line and
Reliance, Airtel, Vodafone, Idea, Tata, in the mobile segment are
coming up with new tariffs and discount schemes to gain the competitive
advantage.
The Public Players and the Private Players share the fixed line and the
mobile segments. Currently the Public Players have more than 60% of
the market share.
1.1.2 Market Size, Players and Trends:-
Both fixed line and mobile segments serve the basic needs of local calls,
long distance calls and the international calls, with the provision of
broadband services in the fixed line segment and GPRS in the mobile arena.
Traditional telephones have been replaced by the codeless and the wireless
instruments.
Fig 1.1 Telecom Companys Logo
Mobile phone providers have also come up with GPRS- enabled

multimedia messaging, Internet surfing, and mobile-commerce.
The much-awaited 3G mobile technology has entered in the Indian
telecom market.
The GSM, CDMA, WLL service providers are all upgrading them to
provide 3G mobile services.
Radio services have also been incorporated in the mobile handsets,
along with other applications like high storage memory, multimedia
applications, multimedia games, MP3 Players, video generators,
Camera's, etc. The value added services provided by the mobile service
operators contribute more than 10% of the total revenue.
The 2009 budget has brought further relief to the customers with the
reduction in the tariffs, both local and long distance, and with slashing
down the roaming rentals. This is likely to lead to even more people
going for cellular services and more and more use of the value added
services.
However, landline telephony is likely to remain popular, too, in the
foreseeable future. MTNL, the largest landline service provider, has
recently taken some bold initiatives to retain its market share and, if
possible, expand it.
Fig 1.2 Market share of wireless service
Table 1.1 Subscriber Base of wireless Operators

2. COMPANY PROFILE
Reliance Communications is the flagship company of the Anil Dhirubhai

Ambani Group (ADAG) of companies. It is listed on the National Stock
Exchange and the Bombay Stock Exchange, and is Indias leading integrated
telecommunication company with over 30 million customers. The business
encompasses a complete range of telecom services covering mobile and
fixed line telephony. It includes broadband, national and international long
distance services and data services along with an exhaustive range of value-
added services and applications with a constant endeavor to achieve
customer delight by enhancing the productivity of the enterprises and
individuals.
It is ranked among Asia's 6 Topmost Valuable Telecom Companies and is

India's foremost truly integrated telecommunications service provider. The
company's customer base of over 31 million including close to 1 million
individual overseas retail customers, and is rated among the Top 10 Asian
Telecom companies. Reliance Communications corporate clientele includes
600 Indian and 250 multinational corporations, and over 200 global carriers.
The company has established a pan-India, next generation, integrated

(wireless and wire line), convergent (voice, data and video) digital network
that is capable of supporting best-of-class services spanning the entire
Infocomm value chain, covering over 6000 towns and 3,00,000 villages.
Reliance Communications owns and operates 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. The company's subsidiary, FLAG
Telecom owns World's largest private undersea cable system, spanning
65,000 kilometers connects the top business centers in developed and
emerging markets across 6 continents.
2.1 Vision
We will leverage our strengths to execute complex global-scale projects to

facilitate leading-edge information and communication services affordable
to all individual consumers and businesses in India.
We will offer unparalleled value to create customer delight and enhance

business productivity.
We will also generate value for our capabilities beyond Indian borders and
enable millions of India's knowledge workers to deliver their services
globally.
2.2 RELIANCE Anil Dhirubhai Ambani Group
The Reliance Anil Dhirubhai Ambani Group is an offshoot of the Reliance

Group and is among Indias top three private sector business houses on all
major financial parameters, with a market capitalization of Rs 100,000 crore
(US$ 22 billion), net assets in excess of Rs 31,500 crore (US$ 7 billion), and
net worth to the tune of Rs 27,500 crore (US$ 6 billion).
Across different companies, the group has a customer base of over 50
million, the largest in India, and a shareholder base of over 8 million, among
the largest in the world. Through its products and services, the Reliance -
ADA Group touches the life of 1 in 10 Indians every single day. It has a
business presence that extends to over 4,500 towns and 300,000 villages in
India, and 5 continents across the world.
The interests of the Group range from communications (Reliance
Communications) and financial services (Reliance Capital Ltd), to
generation, transmission and distribution of power (Reliance Energy),
infrastructure and entertainment.

2.3 Structure
Fig 2.1 Structure of Organization

2.4 Reliance Symbol
Our symbol Reliance APEX conveys the spirit of excellence the human
urge for progress, the desire to reach higher, the resolve to shape a better
future.
The APEX is the highest point the pinnacle an abiding symbol of hope
and optimism, achievement and success.
The blue in Reliance APEX represents the inner strength, the self belief, the
quiet confidence the sense of purpose that go into the making of an epic
journey.
The red in Reliance APEX represents the energy and dynamism that propels
one to the pinnacle of ones ambition.
The multi dimensional look conveys our deepest appreciation for the rich
diversity of human life and human desires the unifying basis for our varied
business interest.
RELIANCE COMMUNICATION PUNCH LINE:-
KAR LO DUNIYA MUTHI MEIN
2.5 Reliance Brand Colours
The majestic BLUE represents stability, confidence self assurance and

optimism.
The auspicious RED represents energy, dynamism, passion and

determination.
2.6 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 global carriers 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.
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 of Pennsylvania,
Shri Ambani accredited with pioneering several financial innovations in
the Indian capital markets. He spearheaded the countrys first forays into
overseas capital markets with International public offerings of global
depositary receipts, convertibles and bonds.
Under his chairmanship, the constituent companies of the Reliance
ADA group have raised nearly US$ 3 billion from global financial
markets in a period of less than 15 months.
Shri Ambani has been associated with a number of prestigious
academic institutions in India and abroad.
Selected by Asia week magazine for its list of 'Leaders of the
Millennium in Business and Finance' and was introduced as the only 'new
hero' in Business and Finance from India, June1999.
2.7 About GSM
GSM entered India in August 1995.

Mobile revolution began in Kolkata.
Handset costs-40,000 & Call tariff- 17 Rs/min.
In the initial 5-6 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.
2.7.1 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 Nadu, Uttar
Pradesh(East & West) thereby establishing itself as a pan-India operator.[4] It
already operates GSM services in 8 circles namely Assam, Bihar &
Jharkhand, Himachal Pradesh, Kolkata, Madhya Pradesh & Chhattisgarh,
North Eastern states, Orissa, West Bengal.
Fig 2.2 Market share of GSM
Table 2.1 Service Providers Market share

Fig 2.3 GSM Subscriber Growths
Fig 2.4 GSM & CDMA Market Share
Promotion
An element of marketing mix

Communication techniques aimed at informing, influencing, and
persuading to buy or use a particular product.
PROMOTION
Publicity
Advertising
Sales
Promotio Persona
Public
n l Selling
Relatio
n
2.8.1 Advertising
Advertising is a paid form of non-personal presentation of goods and

services by an identifying sponsor to reach out the maximum number of
audience.
PROS CONS
Wide coverage Expensive

Awareness/Hype Impersonal
Control of message One way communication
Can be used to build Lacks flexibility
brand loyalty
Personal Selling
Personal selling takes place when a sales person interacts face to face with
its potential buyer and tries to persuade him to purchase the product or
service which he is promoting on behalf of a company.
PROS CONS
Great attention High cost

Message is customized Labor intensive
Persuasive impact Expensive
Potential for development of Can only reach limited no. of
relationship customers
Adaptable
Opportunity to close sale call
2.8.3 Publicity
It is a communication about an organization and its products to the public

Overall cost of publicity is much lower than the cost of Advertising.
It is non-paid form.
2.8.4 Public Relation
Its is an effort to establish and maintain goodwill and mutual

understanding between an organization and its public
Its work is to transform the neutral opinions of the public into positive
opinions.
2.8.5 Sales Promotion
PROS CONS
Short-term sales increase Relatively very high cost
Create experience for consumers Only short-term
and associate a companys brand Create pricing and inventory
with certain lifestyles and
problems for consumers
activities
No immediate effect
Encourage consumers to buy larger
sizes Length of time to accumulate
points
A way of developing customer
loyalty Price cutting -Brand image
A way of developing brand equity
Offering a price reduction without

having to rely on retailers
Allows consumers to experience a

product directly
An effective promotional device to
induce trial
An effective promotional device

Consumer Sales Promotion
Consumer sales promotions encompass a variety of short-term promotional
techniques designed to induce customers to respond in some way. The most
popular consumer sales promotions are directly associated with product
purchasing. These promotions are intended to enhance the value of a
product purchase by either reducing the overall cost of the product (i.e., get
same product but for less money) or by adding more benefit to the regular
purchase price (i.e., get more for the money).
While tying a promotion to an immediate purchase is a major use of

consumer sales promotion, it is not the only one. As we noted above,
promotion techniques can be used to achieve other objectives such as
building brand loyalty or creating product awareness. Consequently, a
marketers promotional toolbox contains a large variety of consumer
promotions.
Next we discuss the following 11 types of consumer sales promotions:

Coupons
Rebates
Promotional Pricing
Trade-In
Loyalty Programs
Sampling and Free Trials
Free Product
Premiums
Contests and Sweepstakes
Demonstrations
Personal Appearances
Coupons:
Most consumers are quite familiar with this form of sales promotion, which
offers purchasers price savings or other incentives when the coupon is
redeemed at the time of purchase. Coupons are short-term in nature since
most (but not all) carry an expiration date after which the value may not be
received. Also, coupons require consumer involvement in order for value to
be realized. In most cases involvement consists of the consumer making an
effort to obtain the coupon (e.g., clip from newspaper) and then presenting it
at the time of purchase.
Coupons are used widely by marketers across many retail industries and
reach consumers in a number of different delivery formats including:
Free-Standing Inserts (FSI) Here coupon placement occurs loosely

(i.e., inserted) within media, such as newspapers and direct mail, and may
or may not require the customer to cut away from other material in order
to use.
Cross-Product These consist of coupons placed within or on other
products. Often a marketer will use this method to promote one product
by placing the coupon inside another major selling product. For
example, a pharmaceutical company may imprint a coupon for a cough
remedy on the box of a pain medication. Also, this delivery approach is
used when two marketers have struck a cross promotion arrangement
where each agrees to undertake certain marketing activity for the other.
Printout A delivery method that is common in many food stores is to
present coupons to a customer at the conclusion of the purchasing
process. These coupons, which are often printed on the spot, are intended
to be used for a future purchase and not for the current purchase which
triggered the printing.
Product Display Some coupons are nearly impossible for customers to
miss as they are located in close proximity to the product. In some
instances coupons may be contained within a coupon dispenser fastened
to the shelf holding the product while in other cases coupons may be
attached to a special display (see POP display below) where customers
can remove them (e.g., tear off).
Internet Several specialized websites, such as HotCoupons.com, and
even some manufacturers sites, allow customers to print out coupons.
These coupons are often the same ones appearing in other media, such as
newspapers or direct mail. In other cases, coupons may be sent via
email, though to be effective the customers email program must be able
to receive HTML email (and not text only) in order to maintain required
design elements (e.g., bar code).
Electronic The Internet is also seeing the emergence of new non-
printable coupons redeemable through website purchases. These
electronic coupons are redeemed when the customer enters a designated
coupon code during the purchase process.
Rebates:
Rebates, like coupons, offer value to purchasers typically by lowering the
customers final cost for acquiring the product. While rebates share some
similarities with coupons, they differ in several keys aspects. First, rebates
are generally handed or offered (e.g., accessible on the Internet) to
customers after a purchase is made and cannot be used to obtain immediate
savings in the way coupons are used. (So called instant rebates, where
customers receive price reductions at the time of purchase, have elements of
both coupons and rebates, but for our purposes we will classify these as
coupons due to the timing of the reward to the customer).
Second, rebates often request the purchaser to submit personal data in order
to obtain the rebate. For instance, customer identification, including name,
address and contact information, is generally required to obtain a rebate.
Also, the marketer may ask those seeking a rebate to provide additional data
such as indicating the reason for making the purchase.
Third, unlike coupons that always offer value when used in a purchase
(assuming it is accepted by the retailer), receiving a rebate only guarantees
value if the customer takes actions. Marketers know that not all customers
will respond to a rebate. Some will misplace or forget to submit the rebate
while others may submit after a required deadline. Marketers factor in the
non-redemption rate as they attempt to calculate the cost of the rebate
promotion.
Finally, rebates tend to be used as a value enhancement in higher priced

products compared to coupons. For instance, rebates are a popular
promotion for automobiles and computer software where large amounts of
money may be returned to the customer.
Promotional Pricing:
One of the most powerful sales promotion techniques is the short-term price
reduction or, as known in some areas, on sale pricing. Lowering a
products selling price can have an immediate impact on demand, though
marketers must exercise caution since the frequent use of this technique can
lead customers to anticipate the reduction and, consequently, withhold
purchase until the price reduction occurs again.
As we will see in a later tutorial, promotional pricing is also considered

within the framework of the Price marketing mix component. More on of
this technique will be provided in that discussion.
Trade-In:
Trade-in promotions allow consumers to obtain lower prices by exchanging
something the customer possess, such as an older product that the new
purchase will replace. While the idea of gaining price breaks for trading in
another product is most frequently seen with automobile sales, such
promotions are used in other industries, such as computers and golf
equipment, where the customers exchanged product can be resold by the
marketer in order to extract value.
Loyalty Programs:
Promotions that offer customers a reward, such as price discounts and free
products, for frequent purchasing or other activity are called loyalty
programs. These promotions have been around for many years but grew
rapidly in popularity when introduced in the airline industry as part of
frequent-filer programs. Loyalty programs are also found in numerous other
industries, including grocery, pizza purchasing and online book purchases,
where they may also be known as club card programs since members often
must use a verification card as evidence of enrollment in the program.
Many loyalty programs have become ingrained as part of the value offered
by a marketer. That is, a retailer or marketing organization may offer
loyalty programs as general business practice. Under this condition loyalty
program does not qualify as a sales promotion since it does not fit the
requirement of offering a short-term value (i.e., it is always offered).
However, within a general business practice loyalty program a sales
promotion can be offered, such as special short-term offer that lowers the
number of points needed to acquire a free product.
Sampling and Free Trials:

Enticing members of a target market to try a product is often easy when the
trial comes at little or no cost to the customer. The use of samples and free
trials may be the oldest of all sales promotion techniques dating back to
when society advanced from a culture of self-subsistence to a culture of
trade.
Sampling and free trials give customers the opportunity to experience
products, often in small quantities or for a short duration, without purchasing
the product. Today, these methods are used in almost all industries and are
especially useful for getting customers to try a product for the first time.
Free Product:
Some promotional methods offer free products but with the condition that a
purchase be made. The free product may be in the form of additional
quantities of the same purchased product (e.g., buy one, get one free) or
specialty packages (e.g., value pack) that offer more quantity for the same
price as regular packaging.
Premiums:
Another form of sales promotion involving free merchandise is premium or
give-away items. Premiums differ from samples and free product in that
these often do not consist of the actual product, though there is often some
connection. For example, a cell phone manufacturer may offer access to
free downloadable ring tones for those purchasing a cell phone.
Contests and Sweepstakes:

Consumers are often attracted to promotions where the potential value
obtained is very high. In these promotions only a few lucky consumers
receive the value offered in the promotion. Two types of promotions that
offer high value are contests and sweepstakes.
Contests are special promotions awarding value to winners based on skills

they demonstrate compared to others. For instance, a baking company may
offer free vacations to winners of a baking contest. Contest award winners
are often determined by a panel of judges.
Sweepstakes or drawings are not skill based but rather based on luck.
Winners are determined by random selection. In some cases the chances of
winning may be higher for those who make a purchase if entry into the
sweepstake occurs automatically when a purchase is made. But in most
cases, anyone is free to enter without the requirement to make a purchase.
Demonstrations:
Many products benefit from customers being shown how products are used
through a demonstration. Whether the demonstration is experienced in-
person or via video form, such as over the Internet, this promotional
technique can produce highly effective results. Unfortunately,
demonstrations are very expensive to produce.
Costs involved in demonstrations include paying for the expense of the

demonstrator, which can be high if the demonstrator is well-known (e.g.,
nationally known chef), and also paying for the space where the
demonstration is given.
Personal Appearances:
An in-person appearance by someone of interest to the target market,
such as an author, sports figure or celebrity, is another form of sales
promotion capable of generating customer traffic to a physical
location. However, as with demonstrations, personal appearance
promotion can be expensive since the marketer normally must pay a fee
for the person to appear.
Trade Sales Promotions:
Promotion Decisions, certain promotions can help push a product through
the channel by encouraging channel members to purchase and also promote
the product to their customers. For instance, a trade promotion aimed at
retailers may encourage retailers to instruct their employees to promote a
marketers brand over competitors offerings. With thousands of products
competing for limited shelf space, spending on trade promotion is nearly
equal that spent on consumer promotions.
Many sales promotions aimed at building relationships with channel partners

follow similar designs as those directed to consumers including promotional
pricing, contests and free product. In addition to these, several other
promotional approaches are specifically designed to appeal to trade
partners. These approaches include:
Point-of-Purchase Displays
Advertising Support Programs
Short Term Allowances
Sales Incentives or Push Money
Promotional Products
Trade Shows
Point-of-Purchase Displays:
Points of purchase (POP) displays are specially designed materials intended
for placement in retail stores. These displays allow products to be
prominently presented, often in high traffic areas, and thereby increase the
probability the product will standout. POP displays come in many styles,
though the most popular are ones allowing a product to stand alone, such as
in the middle of a store aisle or sit at the end of an aisle (i.e., end-cap) where
it will be exposed to heavy customer traffic.
For channel partners, POP displays can result in significant sales increases
compared to sales levels in a normal shelf position. Also, many marketers
will lower the per-unit cost of products in the POP display as an incentive
for retailers to agree to include the display in their stores.
Advertising Support Programs:

In addition to offering promotional support in the form of physical displays,
marketers can attract channel members interest by offering financial
assistance in the form of advertising money. These funds are often directed
to retailers who then include the companys products in their advertising. In
certain cases the marketer will offer to pay the entire cost of advertising, but
more often, the marketer offers partial support known as co-op advertising
funds.
Short Term Trade Allowances:

This promotion offers channel partners price breaks for agreeing to stock the
product. In most cases the allowance is not only given as encouragement to
purchase the product but also as an inducement to promote the product in
other ways such as by offering attractive shelf space or store location,
highlighting the product in company-produced advertising or website
display, or by agreeing to have the retailers sales personnel talk-up the
product to customers.
Allowances can be in the form price reductions (a.k.a. off-invoice
promotion) and buy-back guarantees if the product does not sell in certain
period of time.
Sales Incentives or Push Money:

Since sales promotions are intended to stimulate activity that leads to
meeting promotional objectives, it makes sense that these can also apply to
those in the organization who also affect sales. Thus, sales promotions are
commonplace among an organizations sales force and customer service
staff where they are used as incentives to help sell more of the marketers
product. Sometimes called push money, these promotions typically offer
employees cash or prizes, such as trips, for those that meet sales
requirements.
Promotional Products:
Among the most widely used methods of sales promotions is the
promotional product; products labeled with the brand or company name that
serve as reminders of the actual product. For instance, companies often
hand out free calendars, coffee cups and pens that contain the product logo.
Trade Shows:
One final type of trade promotion is the industry trade show (a.k.a.
exhibitions, conventions). Trade shows are organized events that bring both
industry buyers and sellers together in one central location. Spending on
trade shows is one of the highest of all sales promotions. In fact, the
Promotion Marketing Association estimates that over (US) $20 billion is
spent annually by marketers to participate in trade shows.
Marketers are attracted to trade shows since these offer the opportunity to
reach a large number of potential buyers in one convenient setting. At these
events most sellers attempt to capture the attention of buyers by setting up a
display area to present their product offerings and meet with potential
customers. These displays can range from a single table covering a small
area to erecting specially built display booths that dominate the trade show
floor.
Business-to-Business Sales Promotions:

The use of sales promotion is not limited to consumer products marketing.
In business-to-business markets sales promotions are also used as a means of
moving customers to action. However, the promotional choices available to
the B-to-B marketer are not as extensive as those found in the consumer or
trade markets. For example, most B-to-B marketers do not use coupons as a
vehicle for sales promotion with the exception of companies that sell to both
consumer and business customers (e.g., products sold through office supply
retailers). Rather, the techniques more likely to be utilized include:
Price-reductions
Free product
Trade-in
Promotional products
Trade shows
2.9.4 Trends in Sales Promotion
Marketers who employ sales promotion as a key component in their
promotional strategy should be aware of how the climate for these types of
promotions is changing. The important trends in sales promotion include:
Electronic Delivery:
Sales promotions are delivered to customers in many ways such as by mail,
in-person or within print media. However, the Internet and mobile
technologies, such as cell phones, present marketers with a number of new
delivery options. For examples, the combination of mobile devices and
geographic positioning technology will soon permit marketers to target
promotions to a customers physical location. This will allow retailers and
other businesses to issue sales promotions, such as electronic coupons, to a
customers mobile device when they are near the location where the coupon
can be used.
A sub-set of both contests and sweepstakes are games, which come in a

variety of formats such as scratch-off cards and collection of game pieces.
Unlike contests and sweepstakes, which may not require purchase, to
participate in a game customers may be required to make a purchase. In the
United States and other countries, where eligibility is based on purchase,
games may be subjected to rigid legal controls and may actually fall under
that category of lotteries, which are tightly controlled.
Tracking:
As we discussed in our coverage of advertising, tracking customers
response to marketers promotional activity is critical for measuring success
of an advertisement. In sales promotion, tracking is also used. For instance,
grocery retailers, whose customers are in possession of loyalty cards, have
the ability to match customer sales data to coupon use. This information can
then be sold to coupon marketers who may use the information to get a
better picture of the buying patterns of those responding to the coupon.
Internet Communication:
For many years consumers typically became aware of sales promotions in
passive ways. That is, most customers obtained promotions not through an
active search but by being a recipient of a marketers promotion activity
(e.g., received coupons in the mail). The Internet is changing how
customers obtain promotions. In addition to websites that offer access to
coupons, there are a large number of community forum sites where members
share details about how to obtain good deals which often include
information on how or where to find a sales promotion. Monitoring these
sites may offer marketers insight into how customers feel about certain
promotions and may even suggest ideas for future sales promotions.
Clutter and Need for Creativity:

In the same way an advertisement competes with other ads for customers
attention, so to do sales promotions. This is particularly an issue with
inserted coupon promotions that may be included in mailing or printed
media along with numerous other offerings. The challenge facing marketers
is to find creative ways to separate their promotions from those offered by
their competitors.
Customers Expectations:
The onslaught of sales promotion activity over the last several decades has
eroded the value of the short-term requirement to act on sales promotions.
Many customers are conditioned to expect a promotion at the time of
purchase otherwise they may withhold or even alter their purchase if a
promotion is not present. For instance, food shoppers are inundated on a
weekly basis with such a wide variety of sales promotions that their loyalty
to certain products has been replaced by their loyalty to current value items
(i.e., products with a sales promotion). For marketers the challenge is to
balance the advantages short-term promotions offer versus the potential to
erode loyalty to the product.
2.9.5 Sales Promotion Tool Adopted by R.Comm. for GSM
Trade Shows
Point of Purchase Displays
Promotional Pricing
Demonstration
Rebates
Loyalty Programs etc.
DIFFERENT PLANS OF RELIANCE GSM
Circle Name: Uttar Pradesh-W

Top-Up Voucher
Admin
Recharge Type MRP Talktime Service Tax
Fees
Extra Talktime 150 160.00 0.00 0.00

200 230.00 0.00 0.00
300 355.00 0.00 0.00
500 600.00 0.00 0.00
Full Talktime 120 120.00 0.00 0.00

400 400.00 0.00 0.00
1000 1000.00 0.00 0.00
Regular Talktime 10 7.90 1.00 1.10

20 15.80 2.00 2.20
25 19.75 2.50 2.75
30 23.70 3.00 0.00
40 33.60 2.00 4.40
40 33.60 2.00 4.40
50 41.50 3.00 0.00
60 51.40 2.00 6.60
60 51.40 2.00 6.60
70 60.30 2.00 7.70
70 60.30 2.00 7.70
80 69.20 2.00 8.80
80 69.20 2.00 8.80
100 86.00 3.00 0.00
Services to any prepaid mobile number will be discontinued if

there is no usage i.e. no voice call (incoming/ outgoing), SMS or
data for any continuous period of 60 days. No refund will be
given for any unused talk time and validity on the card. The
mobile number will not be usable after disconnection.
Special Tariff Vouchers
Special
Recharge Benefit Admin
MRP Special Benefit
Type Validity Fees
(Days)
Combo Full Talk time of Rs 22 + 5 SMS

22 3 19.58
Recharge free
Full Talk time of Rs 22 + 5 SMS
33 5 29.37
free
44 7 39.16
free
75 0 0.00
free + 25MB Data
Local
100 Local Reliance to Reliance
Onnet 24 15 21.36
minutes free
Pack
250 local Reliance to Reliance
48 minutes & 250 local Reliance to 28 42.72
Reliance night minute free
88 28 78.32
minutes free
195 28 173.55
minutes free.
Local
35 75 Local Minutes free 7 31.15
Pack
59 160 local minutes free 28 52.51
Minute
34 75 local Minutes for 7days 7 30.26
Pack
500 LON mins 250 day & 250
48 28 42.72
Night mins. Val 28 days
500 LON mins (250 day & 250
48 28 42.72
Night mins ) ; Val 28 days
148 500 Local Min for 28 days 30 131.72
185 700 Local Mins for 28 days 28 164.65
1500 Minute free to any local
195 28 173.55
Reliance number
Unlimited free calling to any local
299 28 266.11
Reliance number
Unlimited Local Reliance to

Reliance Calls + 20p/minutes
Night Pack 45 28 40.05
STD Reliance to Reliance
calls(11PM-6AM)
SMS Pack 14 100 local/National SMS per day 7 12.46

39 100 local/National SMS per day 30 34.71
STD Pack 44 100 STD minutes free 28 39.16
Tariff Plan 8 All STD calls @ Re 1/3 minutes 28 7.12

19 Local onnet calls @ 15p/minutes 28 16.91
28 All local calls @ 30p/minutes 28 24.92
Unlimited UNLIMITED Local Reliance to

299 28 266.11
Pack Reliance calls
UNLIMITED Reliance to Reliance
local calls + 4000 Reliance to
599 Reliance STD minutes Free + 28 533.11
Daily 30 minutes to other
local/STD free.
UNLIMITED Reliance to Reliance
local calls + 10000 Reliance to
799 Reliance STD minutes Free + 28 711.10
Daily 30 minutes to other
local/STD free.
P.N: Service tax including Education cess of 12.36% on MRP applies

to all denominations mentioned
Tariff other than mentioned above will be as per existing plan of the
customer
Note: Rs 94 STV - Data benefit will be credited within 24hrs of
recharge. Validity - 3months + free 3months on voice usage of 10min
per month
Please Note:
Discounts on calls & SMS or Free minutes/SMS's will not be
applicable on special days, On these special (Blackout Days) days
Local, STD, ISD calls & Local, National & International SMSs will be
charged at base rates. For the list of special days in your
location/State/Circle, Please Click here
These packs are meant for individual & non commercial usage.
Reliance communication reserves the right to discontinue the service
is case of any misuse or if used for commercial purposes.
* As per TRAI regulation all operators special/discounted rate for SMS
is restricted to maximum of 100SMS per day w.e.f. 20th November
2012. It is also applicable on existing plans & packs.
*** Packs on auto renewal charging model.

Plan Voucher FRC
MRP Rs.43 Rs.96 Rs. 97
Promotional Offer
Special Tariff Validity

(Promotional benefit for 90 days 60 days 90 days
new customer)
30p/min ( 10
To Reliance PM to 6 PM ) &
1.5p/sec 1.5p/sec
Mobile 50 p/min ( 6 PM
to 10 PM )
30p/min ( 10
1.5p/sec 1.5p/sec
Landline 50 p/min ( 6 PM
to 10 PM )
Local
30p/min ( 10
To Other PM to 6 PM ) &
1.5p/sec 1.5p/sec
Mobile 50 p/min ( 6 PM
to 10 PM )
30p/min ( 10
1.5p/sec 1.5p/sec
Landline 50 p/min ( 6 PM
to 10 PM )
To Reliance
1.5p/sec 50 p/min 1.5p/sec
Mobile
To Reliance
STD 1.5p/sec 50 p/min 1.5p/sec
Landline
To Other
1.5p/sec 60p/min 1.5p/sec
Mobile
To Reliance
1.5p/sec 60p/min 1.5p/sec
Landline
Initial 3600 All India Onnet Local 4000 second /
Benefit 1 Sec valid for 90 Night Calling month for 3
Free for 30
days Days ( 11 PM to months
6 AM )
Onnet Local
1.5 GB Data (
Night Calling
Initial 500 MB
Free for 30 NA
Benefit 2 Data / month
Days ( 11 PM to
for 3 months )
6 AM )
4500 SMS
Initial ( 50 SMS per
NA NA
Benefit 3 day for 3
months. )
Local onnet
Initial night calls @
NA NA
Benefit 4 1p/12sec for
3months.
Base tariff
Base Tariff Validity 365 days 365 days 365 days

To Reliance
1.5p/sec 1.5p/sec 1.5p/sec
Mobile
To Reliance
Landline
Local
To Other
Mobile
To Reliance
Landline
STD To Reliance
Mobile
To Reliance
Landline
To Other
Mobile
To Reliance 1.5p/sec 1.5p/sec 1.5p/sec
Landline
Local Re 1/min Re 1/min Re 1/min
Roaming STD Rs.1.5/min Rs.1.5/min Rs. 1.5/min

Incoming Re 1/min Re 1/min Re 1/min
ISD ISD Tariff Rates

Local Re 1 Re 1 Rs. 1
National Rs.1.5 Rs.1.5 Rs. 1.5
SMS
Application Rs 3 Rs 3 Rs. 3
International Rs 5 Rs 5 Rs. 5
Simply Reliance Plan

Simply Pay Simply Pay
PLAN OPTIONS
Per second Per Minute
MRP 58 38
Local On Net
1.5p/Sec 75P/Min
Mobile Calls
Local Off Net
LOCAL 1.5p/Sec 75P/Min
Mobile Calls
Local Fixed
1.5p/Sec 90p/Min
Line Calls
STD On Net
1.5p/Sec 75P/Min
Mobile Calls
STD Off Net
1.5p/Sec 75P/Min
STD Mobile Calls
STD Fixed
1.5p/Sec 90p/Min
Line Calls
Validity 1 Year 1 Year
* PPM/PPS Plan as per above given Tariff table applies on
purchase of the corresponding Plan STV as prevailing in
the circle
Applicable for JK, PB, HR, HP, UPE, UPW Circles

MRP (Rs) 599
Reliance to Reliance Local

UNLIMITED FREE
Calls
Reliance to other networks Daily 30 min free for 28 Days i.e. 840 Mins
Local Calls* Per Month
STV Validity 28 days
* Fair usage Cap on STD R-R calls apply. Beyond 4,000mins

customer will be charged 20p/min
* Local + STD Offnet Tariff after 30 FREE mins/day - 50p/min
Applicable for - DL, RJ, GJ, MU, MH, KT, KL, TN,
AP,MP,OR,BR,WB,KOL, AS,NE circles
MRP (Rs) 599
Reliance to Reliance Local +

UNLIMITED FREE*
STD Calls
Reliance to other networks Local Daily 30 min free for 30 Days i.e. 900
+ STD Calls* Mins Per Month
* Fair usage Cap on STD R-R calls apply. Beyond 4,000mins

Applicable for - JK, PB, HR, HP, UPE, UPW Circles

MRP (Rs) 799

UNLIMITED FREE
STD Calls
* Fair usage Cap on STD R-R calls apply. Beyond 10000 mins
Applicable for - DL, RJ, GJ, MU, MH, KT, KL, TN,
AP,MP,OR,BR,WB,KOL, AS,NE circles
MRP (Rs) 799

UNLIMITED FREE
STD Calls
* Fair usage Cap on STD R-R calls apply. Beyond 10000 mins
How to get the new Special Tariff Voucher's activated on your phone?
For Existing Customers
Following modes are available for GSM customers to load the new STV's
E-recharge from any Reliance outlet
For new Customers
New customers can subscribe to Reliance mobile service through any of
the 'Simply Reliance' plans and then load the new STV of their choice.
Calls other than mentioned above will be charged as per prevailing tariff
of the customer
SMS/VAS/ILD services at regular tariff
My College Plan
Your campus is a fun-filled world of your own! So why should
your pre-paid plan be any different?
Presenting a plan exclusively for you, My College Plan from Reliance GSM
With free Facebook and WhatsApp, you will not miss even a moment of all the
fun and frolic on your campus.
What's more, with Calls and SMS @ 5p within group, chattering away with
your buddies got all the more tempting!
And if you've got a juicy tidbit for the entire college, shout it out with one-to-
many SMS by texting your message to 51112 at just Rs. 3.
To subscribe, just sms SUB <college ID> to 51111 and enjoy these out-of-
the-world services at just Rs. 16/- per month!
At any point, if you wish to unsubscribe (though we don't see why you would
ever want to!), just sms UNSUB <college ID> to 51111.
Spice up your college life today with My College Plan!

Enjoy Unlimited WhatsApp at just Rs.16 per
month!!
WhatsApp - world's fastest growing messaging application that works on most
smartphones like iPhone, Android, Symbian, Blackberry etc helps you to stay connect with
your loved ones.
With WhatsApp you can not only send and receive messages to individuals or groups but
you can also share pictures, videos & your location.
Now with Reliance Mobile's new offer you can stay connected at just Rs 16 per month.
Send unlimited messages, pictures & videos to your friends and family across the globe via
WhatsApp.
All you need to do is:
Download the 'WhatsApp' application from your app store

To subscribe SMS <ACT WA> and send it to 53739
Terms & conditions:
On activation, Rs 16 will be deducted from customer's main balance for

subscription of 30 days.
Pack on auto renewal charging model. To un subscribe from renewal Sms <dact
WA> 53739.
WhatsApp application can be downloaded from
URL http://whatsapp.com/dl/ (Charges applicable)or you can download from
your app store.
Not applicable for J&K customers.

Introducing the Facebook Messenger Pack.
Unlimited 'Facebook' & 'Facebook Messenger' at
just Rs. 16/month!
Catch-up with your friends, chat, browse and share
all you want with all your friends and contacts.
All you need to do is:
Download Facebook Messenger from the following URL: fb.me/msgr
Dial *777*16# to subscribe to the Unlimited Facebook Messenger Pack
You can also SMS <ACT FB> and send it to 53739 and avail this service.
Once downloaded you can enjoy the messenger experience with a whole host of
added features:
Push notifications, so you never miss a like or a comment!
New intuitive UI for easy sharing of videos & pictures.

Strength Weakness
Endless conversations with Message History (even after the device is
switched off or changed).
Brand Image Distribution Problem
Share secrets with close friends on Group Chat.

Fast activation Process Unavailability of GSM at the
time of requirement.
SWOT Analysis of Reliances GSM
Network
Weak after sales service
Connectivity
Branding Image
Data GPRS
Opportunity Threats
Preference of GSM over CDMA. New Entrants
Lots of Plan for Prepaid & Postpaid Stiff Competition
service Change in Taxes & Duty

3. METHODOLOGY
3.1 Design of the Study

To undertake the study, Questionnaire method was used to collect the data.
The questions were asked exclusively to the customers who are using
Mobile Phone of any telecom company in Bareilly.
3.2 Data Collection Source
There are two types of data used. They are primary & secondary data
.Primary data is defined as data that is collected from original source for a
specific purpose .Secondary data are collected from indirect source.
Primary Data Source
These include the Questionnaire method, personal interview methods of

data collection.
Secondary Data Source
To carry out the present study, secondary data have been used. Secondary
data on the other hand have been collected from the relevant text books,
magazines, periodicals, news papers, literature survey, journals, Internet
search, company records, and company reports. At last, secondary data have
been integrated. Some data was collected from the internal sources of the
company which was very difficult to get or otherwise which are for internal
circulation only.
3.3 Sampling
Sampling refers to the method of selecting a sample from a given universe

with a view to draw conclusions about universe .A sample is a representative
of the universe selected for study.
3.4 Sample Size
The sample size for the survey conducted was 150 respondents. This sample
size was taken on 10% confidence level & 4 significant levels. Data universe
for this sample is 70,000 which is approx population of Bareilly excluding
people below age of 18years.
3.5 Sample Technique
Random sample technique was used in the survey conduct
3.6 Field Work Details
Store keeping: - Activities undertaken in the Store.

Corporate Visit: - For CUG Connection.
FOFO Outlet Approach to Prospect or Business Person.
Market Survey on Sales Promotion.
Participate in Promotional Activity of Reliance Communication.
Canopy work for Sale of GSM and other Products of R. COMM.
Sale of 30 GSM SIM.
3.7 Limitations of the Research
The research is confirmed to a certain parts of Bareilly and does not

necessarily shows a pattern applicable to all of country.
Some respondents were reluctant to divulge personal information which
can affect the validity of all responses.
In a rapidly changing Telecom industry, analysis on one day or in one
segment can change very quickly. The environment changes are vital to
be considered in order to assimilate the findings.
ANALYSIS
1. The Telecom leader in Bareilly is:-
Fig 4.1 The Telecom leader in Bareilly

2. Percentage of GSM and CDMA:-
Fig 4.2 Percentage of GSM and CDMA

3. Reasons for using a Telecom service Provide:-
Fig 4.3 Reasons for using a Telecom service Provide

4. According to customers which Promotional tool is effective:
Fig: 4.4 Promotional tool is effective

CUSTOMERS VIEW REGARDING SALES
PPROMOTION
1. According to customers which method of sales promotion is more

effective?
Fig: 4.5 Sales Promotional tool is effective

2. According to customers which place are more effective for sales
promotion?
Fig:
4.6 Effective place for sales promotion
3. According to customers which period is more effective for sales
promotion?
Fig: 4.7 Effective Period for sales promotion

4. According to customers which telecom company promoting maximum on
Price?
Fig: 4.8 Telecom company promoting maximum on Price

5. According to customers which telecom company promoting
maximum on Availability?
Fig: 4.9 Telecom company promoting maximum on Availability

6. According to customers which telecom company promoting
maximum on to Quality of services?
Fig: 4.10 Telecom company promoting maximum on Quality of Service

Variety?
Fig: 4.11 Telecom company promoting maximum on Variety
Network?.
Fig: 4.12 Telecom company promoting maximum on Network

QUESTIONNAIRE FOR OUTLETS
1. Do you think the Reliance GSM is the must to stock at yours shop?
Fig: 4.13 Reliance GSM stock

2. Do you satisfied with your GSM suppliers of Reliance?
Fig: 4.14 GSM Suppliers of Reliance

3. Customers are more conscious about what factors in purchasing a GSM
SIM of Reliance from your shop?
Fig: 4.15 Factors in purchasing a GSM SIM of Reliance

4. How many GSM of Reliance you are able to sell in a month?
Fig: 4.16 Sale of GSM of Reliance/month
5. In which Period your Reliances GSM sales is maximum?

Fig: 4.17 Period your Reliances GSM sales maximum
6. Is the Company gives you any sorts of reward after selling no. of GSM
connection of Reliance?
Fig: 4.18 Reward after sell no, of Reliance GSM
CONCLUSION & FINDINGS
According to the survey conducted by me in 100 customers and 50 shops

that have GSM stock in Bareilly I found the following feedbacks from the
customers and Retail outlets. The feedbacks which the customers and Retail
outlets were given me I listed below.
According to the survey report what I have got to know the information from
the Retail outlet is:-
Maximum Retail outlet prefers to stock Reliance GSM with them and
few are not because of DOCOMO entered newly in market.
Almost all outlets are satisfied with their Reliance GSM suppliers.
Customers are more conscious regarding price means talk time and
variety of vouchers since all cannot afford high valued vouchers.
Retail outlets are able to sell an average of 30 no. of Reliance GSM in a

month.
The starting of academic session means from June- August the sale is
maximum.
The Retail outlets prefer mostly the offer and discount tool to sale
maximum no. of GSM.
According to the survey report what I have got to know the information from
the Customers is:-
Customers are more attracted towards Offers and Discounts in Telecom
sector.
Mega events and Market place is more effective than other from
customer point of view.
According to Bareilly customers Festivals is better option for promoting.
Reliance and Airtel are promoting more on Price.
So sales & promotion is essential for Building Product Awareness,

Creating Interest, Providing Information, Stimulating Demand,
Reinforcing the Brand.
5. METHODOLOGIES
During Doing Market survey on GSM in Bareilly Market I have
adopted the sample Survey method, Market studies & experiment
method.
Under sample survey method I have surveyed the 50 potential Retail
outlets by moving different shops in Bareilly for GSM.
Method of this survey was direct interview with Retail outlets in terms
of Questionnaires.
The sample survey method is simpler, less costly, less time
consuming.
This method is generally used by Business to estimate the desired
demand response for a product or Brand.
By Market studies & experiment method I have studied the
representative markets of Bareilly .In this method the company can
identify its weaknesses in terms of price changes, quality, advertising and
Sales promotion expenditures that it is serving the customer now.

These two techniques are useful also in forecasting the demand of a
firm.
These are the two techniques which are useful in survey to elicit
information on customer intentions & plan.
6. SUGGESTIONS
The first and foremost criteria of the company should be to satisfy

the customers according to their demand and requirements.
It has to introduce its own marketing strategy to compete with the
competitors.
The company must have to do much advertisement and Sales
promotion by the way its products can be known to various customers.
It should be made aware to the customers that which kind of service is
provided by Reliance.
The company has to change the wrong conception of the customers
and they have to make convince to purchase the products directly from
the company for getting good service.
The company has to implement consumer sales promotion techniques
such as Price deal, loyalty rewards programs,
Contests/sweepstakes/games, Point-of-sale displays.
Also the company has to do trade sales promotions through
Advertising Support Programs Short Term Allowances, Sales Incentives
or Push Money, Trade Shows.
At last it has to implement new marketing plan in the competitive
market to be the market leader among other GSM providers companies.
Name of Respondent: - __________________________________
Education Qualification:-----------------------------------------------------------
Gender: - ______________ Age: - _____________________
ANNEXURE
Educational Qualification: -_______________________________
QUESTIONNAIRE
At present: - A Student / In Service / In Business_______________
____________________________________________
1. Do you own a mobile (i.e. a cell phone)? Yes No
2. The service provider is
Airtel Reliance Vodafone BSNL Others
3. Which service you have: GSM CDMA
4. Reasons for Using_________
Network Convenient Price VAS Service Quality
5 WHICH PROMOTIONAL MIX IS MORE EFFECTIVE FROM YOUR POINT

OF VIEW?
Sales Promotion Advertising Celebrity Endorsement Door- to-door selling
6 Whether sales promotion is effective or not? YES NO
[Sales promotion is an activity to boost the sales]

7. According to you which method of sales promotion is more effective?
a. Offers b. discounts c. VAS d. Gifts &contest
8. According to you which places are more effective for sales promotion?
a. Institutions b. Mall c. mega events d. Market
e. Others
9 According to you which period is more effective for sales promotion?

a. Vacation b. Festivals c. Exams d. Others..
10 According to you which telecom company promoting maximum on Price?
Reliance Airtel Vodafone BSNL Others
11 According to you which telecom company promoting maximum on Availability?
12 According to you which telecom company promoting maximum on to Quality of

services?
13 According to you which telecom company promoting maximum on Variety?
14 According to you which telecom company promoting maximum on Network?
Thank You
Date: .
Place: .
QUESTIONNAIRE FOR OUTLETS
Do you think the Reliance GSM is the must to stock at yours shop?
YES NO
Do you satisfied with your GSM suppliers of Reliance?
Satisfied Avg. satisfied not satisfied
Customers are more conscious about what factors in purchasing a

GSM SIM of Reliance from your shop?
a. Price. (Talk time, call charges) b.Network coverage
c. Variety of vouchers. d.Availability of

vouchers
How many GSM of Reliance you are able to sell in a month?
a. below 10 b.10-20 c. 20-30 d.Above 30
In which Period your Reliances GSM sales is maximum?
a. Vacation b. Exams c.Festivals d. starting of academic

session.
What promotional strategy do you prefer to attract maximum numbers of

Customer?
a. Offers b. Discounts c. Gifts & coupons
d.Others
BIBLIOGRAPHY
LIST OF WEBSITES
www.reliancecommunications.co.in
www.relianceinfo.com
www.gm.ril.com
www.wikipedia.com
LITRATURE REFERRED
Marketing Management Kottler Philip & Kelvin Keller
Brochures & pamphlets as printed by the company

Customer Satisfaction Reliance GSM

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Customer Satisfaction Reliance GSM

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CUSTOMER SATISFACTION

TOWARDS RELIANCE GSM

Under The Guidance Of

INSTITUTE OF BUSINESS &

This is to certify that Mr. Ankur Sharma,

has been found Satisfactory in the continuous

internal evaluation of project report entitled

Customer satisfaction towards

Reliance GSM for the requirement of

B.com (Hons.) under MJP Rohilkhand

Date: Signature of the

I express my sincere gratitude of the following dignitaries for helping me

It is a great privilege to express deep sense of gratitude and in debt ness

I am also thankful to my Guide Mr. Ashok Sharma, Faculty, for his

Theoretical Background of the Topic.......................................................vi

Method to Measure Customer Satisfaction............................................x

Introduction to Telecom Industry..........................................................xi

Market Share of Public and Private Industry........................................xv

The Global Cellular Mobile Industry....................................................xvi

1.1 General Overview of Indian Telecom Industry....................................1

1.1.1 Indian Telecom Sector..................................................................3

1.1.2 Market Size, Players and Trends:- ...............................................4

2.2 RELIANCE Anil Dhirubhai Ambani Group..........................................9

2.4 Reliance Symbol...............................................................................12

2.5 Reliance Brand Colours....................................................................13

2.6 Chairmans Profile............................................................................13

2.7 About GSM .........15

2.7.1 Reliance GSM ............................................................................15

2.8.4 Public Relation............................................................................20

2.8.5 Sales Promotion.........................................................................21

Consumer Sales Promotion.....................................................................22

Sampling and Free Trials:....................................................................27

Contests and Sweepstakes:................................................................28

An in-person appearance by someone of interest to the target market,

Trade Sales Promotions:.........................................................................30

Advertising Support Programs:............................................................31

Short Term Trade Allowances:............................................................31

Sales Incentives or Push Money:.........................................................32

2.9.4 Trends in Sales Promotion..........................................................34

Clutter and Need for Creativity:..........................................................35

2.9.5 Sales Promotion Tool Adopted by R.Comm. for GSM..................37

SWOT Analysis of Reliances GSM......................................................52

3.1 Design of the Study..........................................................................54

3.2 Data Collection Source ....................................................................54

3.4 Sample Size......................................................................................55

3.5 Sample Technique............................................................................55

3.6 Field Work Details............................................................................55

3.7 Limitations of the Research..............................................................56

CONCLUSION & FINDINGS.........................................................................77

Theoretical Background of the Topic

According to Philip Kotler, satisfaction is a persons feelings of

pressure or disappointment resulting from products perceived

performance (outcome) in relation to his or her expectations.

Customer satisfaction is the level of a persons felt state resulting

from comparing a products perceived performance (outcome) in

relation to the persons expectations.

This satisfaction level is a function of difference between perceived

performance and expectations. If the products performance, exceed

expectation the customer highly satisfied or delighted. If the performance

matches the expectations the customer is satisfied. If the products

performance fall shorts of expectations the customer is dissatisfied.

1 Many companies are aiming for high satisfaction because customers

comes along. High satisfaction or delight creates an emotional affinity