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Certified that the work incorporated in this Project Report A Market Survey on Reliance 3G Products in Reliance communication submitted by Manas Ranjan Moahapatra is his original work and completed under my supervision. Material obtained from other sources has been duly acknowledged in the Project Report.
Date: Place:
Signature of Guide:
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Certified that the work incorporated in this Project Report A Market Survey on Reliance 3G Products in Reliance communication submitted by Manas Ranjan Moahapatra is his original work and completed under my supervision. Material obtained from other sources has been duly acknowledged in the Project Report.
Date: Place:
Signature of Guide:
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I, MANAS RANJAN MOHAPATRA as a student of KIIT School of Management hereby declare that this project report titled (A market survey on Reliance 3G products)
Submitted in part of completion of Master of Business Administration in KIIT School of Management, Bhubaneswar is an authentic work.
Date: Place:
Signature: Name:
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IV. Acknowledgement
I feel privileged in expressing profound sense of gratitude to my company guide Mr. Anil Das (General Manager, sales) for his invaluable support, guidance and suggestions which helped me to do the project.
I would like to thank all the staff members of Reliance Communication Ltd Bhubaneswar and Cuttack, Odisha who in spite of busy schedule has co-operated with me continuously and indeed their valuable contribution and guidance have been certainly indispensable for my project work.
I would like to express my profound sense of gratitude to Prof. Biswajeet Patnaik, my faculty guide, who has always given me motivational boost to go and perform. I would further like to thank him for his persistence to listen to my problems and to give appropriate solutions.
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V. Table of Content
Content
Executive Summary Introduction Objective and Scope Theoretical perspective Methodology and Procedure Analysis of data Findings and SWOT Analysis Recommendation Limitation Conclusion References Annexure
y y y y
Page no.
9 10 10 11-12 13 14-16 17 -18 19 19 20 21 22-39 22-23 24-28 29-37 38-39
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Page No.
29 29 30 30 31 31 32 32 33 33 34 34 35 35 36 36 37
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Page No.
24 24 24 24 25 25 25 25 26 26 26 26 27 27 27 28 28 38-39
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1. Executive Summary
In an aggressive mobile industry Reliance launched 3G in Odisha along with three other service providers (BSNL, Aircel, and STEL). The most important aspect of providing telecom service is network, tariff and service. With the introduction of MNP (Mobile Number Portability) , if the customers facing any sort of difficulties with the current service provider they may switch to another. A survey is conducted to know customers perception towards Reliance 3G. We promote Reliance 3G products to widespread awareness among the people in Cuttack and Bhubaneswar. I got an opportunity to interact with different customers to collect their views and I explain them the features, plans and other information about Reliance 3G. To promote Reliance 3G, I also visited different retailers to explain them features of products available. I analyzed the Channel distribution and got to know how communications flow from retailer to consumer. I also visited small sector business to introduce reliance 3G. A sample of 50 respondents was chosen from different locations of Cuttack and Bhubaneswar. Through a structured questionnaire data was collected. According to response of customers data analysis is done. From the analysis we found that most of the customers are well aware that Reliance launched 3G in Odisha. Most of the respondents are ready to switch to Reliance if Reliance will provide a better offer according to the customers requirement. So Reliance Communication should introduce special offer for different segment of customers. According to findings most of the users are not into 3G so Reliance must concentrate on promoting its services to gain most of customers.
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2. Introduction
Sales and promotion of Reliance 3G. A survey is conducted to know customers perception towards Reliance 3G. We promote Reliance 3G products to widespread awareness among the people in Cuttack and Bhubaneswar.
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3. Objective
The primary objective of survey is to know customers perception toward Reliance 3G products. There are several aspects I need to focus on, after considering each and every factor of survey the objective of the survey can be highlighted:
y y y y y y
To check consumer awareness about 3G. To identify market share of Reliance 3G. The factors which persuade customers more. To know about customer acceptance of the product. To know how far customer satisfied with companys product and services. To determine the level of satisfaction among the customers with the recent service provider. To know the tariff plans, speed and services of various 3G providers in the market. To promote the Reliance 3G products in Cuttack and Bhubaneswar market.
y y
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4. Theoretical Perspective
4.1 Marketing mix
7Ps of marketing for Reliance Communication
4.1.1 Product
Reliance 3G products available in the market are:
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4.1.2 Price
The pricing policy varies in various situations. In case of Reliance mobile they have priced their product at a bit high price & but they come up with new plans. The price of Reliance data card cost around Rs 2500 in the market. But there are different types of plans available to choose among. (For tariff plans see annexure)
4.1.3 Place
Place is also known as channel, distribution, or intermediary. They are targeting IT retailers, mobile stores and KRO (Key Retail Outlets) to place their product.
4.1.4 Promotion
y y y
Advertisements: TV, Radio and hoardings. Printed ads. Promotional events in various parts of Cuttack and Bhubaneswar city.
4.1.6 People
Reliance always pays value to the customer. It provides different types of tariff plan to different class. While launching 3G in Odisha it place different type of plans according to the usability of the people.
4.1.7 Process
This means procedures, mechanism and flow of activities by which a service is acquired. Process decisions radically affect how a service is delivered to customers.
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They employ new technology to provide better services in a better cost. Building up a facility to provide quick response to customer problems and complaints. Encourage existing customers to switch to better technology provided by company.
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5. Research Methodology
The primary objective of research cannot be attained without a proper research design. The research methodology specifies the methods and procedures for acquiring the information needed to conduct the research effectively. It is the framework or plan for study which is used as a guide in collecting and analyzing the data collected.
Research objective
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Understand the current 3G market scenario. Understand the market share of Reliance communication. Understanding the customers perception about Reliance 3G. Various products and services provided by Reliance. Understanding the customers and their demands and problems. Collection of information for generating new customer base for reliance.
Research Instrument
y
Contact Method
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Personal Interview
Sample Size
y 50 Respondents from Cuttack and Bhubaneswar
Sampling Units
y
Customers
6.10 Percentage of customers wants to change to Reliance 3G, provided Reliance will provide a good offer:
According to findings if Reliance will provide a better offer then 84% of respondents will switch to/choose Reliance and 16% will not choose/switch to Reliance. (Refer to table no.10 and chart no.10)
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7. Findings
On our research, we have found out the following:
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Reliance is not actively promoting its 3G products in the market as compare to BSNL and TATA photon+. Most customers aware that Reliance launched 3G in Odisha but awareness about the services it provide is very low. Around 70% respondents are aware of Reliance 3G. Reliance is providing high quality service, but the price of the services is higher as compared to competitors. In Odisha 3G market there is a strong competition between BSNL, TATA photon+ and Reliance 3G. According to survey respondents giving more emphasis on price of service and tariff plans. But in case of Reliance it is providing a wide range of tariff plans but the price is high. The market is having great potential and scope for development, as the use of internet is increasing day by day and electronic devices have become a part of our lives, in the same way a faster internet connection is becoming necessary. Reliance is having a very strong product, but due to high price and lack of promotion its lagging behind.
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Widespread Network Consumer awareness is very high Wide range of promotional activity Fast activation process 3G service Tariff Plans Speed
4.2.2 Weaknesses
y y y y
4.2.3 Opportunities
y y y
4.2.4 Threats
y y y y
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Recommendation
After completion of survey and interacting with the customers I want to recommend some important points to the company about its product and services:
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Company should involve in promotional activities of 3G more effectively to gain more customer in the market. Company should come with some good and effective plans to attract more customers. As customers more attracted toward live TV and video calling, company should reduce price of these services in the market to gain maximum. It should take care of after sales services like billing and network. Company needs to improve customer care services. Retailer awareness is required about Reliance 3G products and its specification. To understand the current demand of the customer, RCOM should conduct regular market survey.
y y
y y y y
8. Limitations
Despite having taken all the care in the process of project it is very necessary to know the limitations of the study. The following are the limitations of this research project.
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The sample size taken was small because of time constraints. Limited size of population cannot describe the overall all view. The respondents responded to the questionnaire very quickly. Possible biasness. Multiple answers given by respondents. Cooperation from corporate is very low.
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9. Conclusion
The project is about the Reliance 3G products and customers perception toward Reliance 3G in the area of Cuttack and Bhubaneswar. It has a slow growth rate due to intense competition from its main competitors BSNL and TATA photon+. The final outcomes of the project are, the key parameters on which Reliance 3G is dependent are good network, tariff plans, better customer service and value added services like; video calling, live TV etc. 3G market in Odisha getting more competitive so Reliance should put aggressive approach for brand promotion. It should also lower prices of its services as customers of Odisha more sensitive toward price.
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10. References
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Company Website www.rcom.co.in TRAI Website : http://www.trai.gov.in Marketing book Philips kotler http://en.wikipedia.org/wiki/Reliance_Communications http://www.odishanewstoday.com/business/213-reliance-launches-3g-services-inodisha.html http://www.marketing91.com/marketing-mix-reliance-communications/ Company leaflets
y y
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11. Annexure
11.1 Questionnaire RELIANCE COMMUNICATION Ldt. (A market survey on Reliance 3G products)
Name: Contact No. (Optional) .. Please put a tick mark against any one option which you find is the most appropriate one: 1. Age (in years): 2. Gender: 3. Occupation: 15-25 26-35 Female Employee Self employed/Business 36-50 51 & above
Male Student
8. If No, then would you like to switch to 3G in near future? Yes No Dont know
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9. Which factor influenced/will influence most you to choose your 3G service provider? Tariff plans Speed Service Network coverage Others (please specify) 10. If Reliance will provide a good offer would you like to switch to/choose Reliance 3G? Yes No
11. If yes, then in how many days you will avail this offer? 1day a week 15 days a month
12. Rank the following 3G services according to your usability (5 for lowest & 1 for highest) 1 Live TV Video calling Online gaming GPS for navigation High-speed internet 13. Will you recommend Reliance 3G your family and friend? Yes No 2 3 4 5
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Valid
Table No. 1
Gender Frequency 41 9 50 Percent 82.0 18.0 100.0 Valid Percent 82.0 18.0 100.0 Cumulative Percent 82.0 100.0
Valid
Table No.2
Occupation Frequency 19 22 9 50 Percent 38.0 44.0 18.0 100.0 Valid Percent 38.0 44.0 18.0 100.0 Cumulative Percent 38.0 82.0 100.0
Valid
Table No.3
Connection you have Frequency 9 18 6 2 5 3 3 4 50 Percent 18.0 36.0 12.0 4.0 10.0 6.0 6.0 8.0 100.0 Valid Percent 18.0 36.0 12.0 4.0 10.0 6.0 6.0 8.0 100.0 Cumulative Percent 18.0 54.0 66.0 70.0 80.0 86.0 92.0 100.0
Valid
Table No.4
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Rate ou
Table No.5
in
Do ou have 3 requency 13 37 50
If no would ou like to switch? requency 21 8 8 37 13 50 Percent 42.0 16.0 16.0 74.0 26.0 100.0 Vali Percent 56.8 21.6 21.6 100.0 Cumulati e Percent 56.8 78.4 100.0
Missing Total
Vali
Table No.8
Vali
Yes No Total
Table No.7
Vali
Yes No Total
Table No.6
connection?
ali
2 3 4 5 Total
2 17 23 8 50
disha
Vali
ervice provider
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Factors influenced ou to choose 3 Frequency 11 21 10 8 50 Percent 22.0 42.0 20.0 16.0 100.0
Valid
Table No.9
If RCOM provide ou a ood offer, will ou switch to Reliance 3 ? Frequency 42 8 50 Percent 84.0 16.0 100.0 Valid Percent 84.0 16.0 100.0 Cumulative Percent 84.0 100.0
Valid
es No Total
Table No.10
If es, then in how many days you will avail this offer. Frequency 7 11 14 11 43 7 50 Percent 14.0 22.0 28.0 22.0 86.0 14.0 100.0 Valid Percent 16.3 25.6 32.6 25.6 100.0 Cumulative Percent 16.3 41.9 74.4 100.0
Valid
Valid
Missin Total
Missin Total
Table No.11
Live TV Frequency 10 16 11 9 1 47 3 50 Percent 20.0 32.0 22.0 18.0 2.0 94.0 6.0 100.0 Valid Percent 21.3 34.0 23.4 19.1 2.1 100.0 Cumulative Percent 21.3 55.3 78.7 97.9 100.0
1 2 3 4 5 Total System
Table No.12
!
Cumulative Percent 22.0 64.0 84.0 100.0
'
&
""
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Video Calling Frequency 16 9 12 9 1 47 3 50 Percent 32.0 18.0 24.0 18.0 2.0 94.0 6.0 100.0 Valid Percent 34.0 19.1 25.5 19.1 2.1 100.0 Cumulative Percent 34.0 53.2 78.7 97.9 100.0
Valid
Online Frequency 10 12 9 7 9 47 3 50
Valid
GPS fo navigation Frequency 5 11 14 11 6 47 3 50 Percent 10.0 22.0 28.0 22.0 12.0 94.0 6.0 100.0 Valid Percent 10.6 23.4 29.8 23.4 12.8 100.0 Cumulative Percent 10.6 34.0 63.8 87.2 100.0
Valid
Missin Total
1 2 3 4 5 Total System
Table No.15
Missin Total
1 2 3 4 5 Total System
Table No.14
Missin Total
1 2 3 4 5 Total System
Table No.13
aming Valid Percent 21.3 25.5 19.1 14.9 19.1 100.0 Cumulative Percent 21.3 46.8 66.0 80.9 100.0
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High-Speed Internet Frequency 18 9 3 3 14 47 3 50 Percent 36.0 18.0 6.0 6.0 28.0 94.0 6.0 100.0 Valid Percent 38.3 19.1 6.4 6.4 29.8 100.0 Cumulative Percent 38.3 57.4 63.8 70.2 100.0
Valid
Valid
Missin Total
Missin Total
1 2 3 4 5 Total System
Table No.16
Will you recomend Reliance 3G to your family & friends. Frequency 35 13 48 2 50 Percent 70.0 26.0 96.0 4.0 100.0 Valid Percent 72.9 27.1 100.0 Cumulative Percent 72.9 100.0
Table No.17
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4 8.00%
13 26.00%
19 38.00%
14 28.00%
Chart No.1
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Gender
Male Female
9 18.00%
41 82.00%
Chart No.2
Occupation
Student Employee Self Emp/Business
9 18.00% 19 38.00%
22 44.00%
Chart No.3
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3 6.00% 3 6.00%
4 8.00% 9 18.00%
2 4.00%
Chart No.4
17 34.00%
23 46.00%
Chart No.5
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15 30.00% 35 70.00%
Chart No.6
13 26.00% 37 74.00%
Chart No.7
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13 26.00% 21 42.00%
8 16.00%
8 16.00%
Chart No.8
8 16.00% 11 22.00%
10 20.00%
21 42.00%
Chart No.9
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If RCOM pr v
8 16.00%
42 84.00%
Chart No.10
If yes, then in how many days you will avail this offer.
1 Day A Week 15 Day A Month Mi ing
E CD
1 8.00
Chart No.11
E C
FF
E C
11 .00
E D C
11 .00
E D C
7 1 .00
7 1 .00
GG
FF
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3 6.00 %
9 18.00%
16 32.00%
12 24.00% 9 18.00%
Chart No.12
Live TV 1 2.00%
1 2 3 4 5 Missing
3 6.00 % 10 20.00%
9 18.00%
11 22.00%
16 32.00%
Chart No.13
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Online Gaming
1 2 3 4 5 Missing
3 6.00 % 10 20.00%
9 18.00%
7 14.00%
12 24.00%
9 18.00%
Chart No.14
14 28.00%
Chart No.15
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High-Speed Internet
1 2 3 4 5 Missing
3 6.00 %
14 28.00%
18 36.00%
3 6.00%
9 18.00% 3 6.00%
Chart No.16
13 26.00% 35 70.00%
Chart No.17
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