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Department of Business

Management

Preface

The Project work is field which uses tools and

techniques to transfer subjectivity in the environment into

objectives, also the findings of the research, when applied

show results, which can be measured and evaluated so

there is feedback this is what makes it a dynamic activity.

This survey is an analytical study of a different facts of the

product. The focus is given on the Brand profile. This

project entitled Company Profile of RELIANCE , is for thepartial fulfillment of B.B.A.(Hons) Degree.

The idea behind this project is to give practical

knowledge and to make them to face real life situation. The

project survey is commonly used for the collection from the

respondents through questionnaire. In this method

statistical techniques have been used systematically. This

project survey is not only with my own efforts but also that

of others.

RAVENDRA KUMAR

CHOUDHARY

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ACKNOWLEDGEMENT

I would like to whole hearty thank and express my sincere gratitude

to Prof. Y.S. Thakur Head of the Department of Faculty of

Management Studies Dr. Hari Singh Gour Central Vishwavidyalaya,

Sagar for suggesting me this problem and for giving an insight in

delaing with the subject

.I am highly obliged to Mrs. Jyoti Pandey, Mr. Shri Bagwat, Miss

Shakuntala Yadav Lecturer, Miss Mayuri Jain, , Miss Pragya Bhargav,

Miss. Priyanka Jhakariya, Miss Devagya Shrivastava, Mr. Ankur

Randheliya Mr. Girbal singh Lodhi, and All Faculty member, for

guiding me in various aspects of this project like conducting field

work and designing questionnaire and suggesting me the Project

Work and helping me in finalising the Report. I express my

gratitude to all the customers who very kindly discussed various

aspects of this study and provided useful suggestions for discussing

various problems.

Lastly, I Must express my gratitude to all the elders of the

family and citizen of the city who blessed me in course of

discussion. I also extend my sincere thanks to my family and my

friends for their encouragement and support.

RAVENDRA

KUMAR CHOUDHARY

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FACULTY OF MANAGEMENT STUDIES

Dr. Hari Singh Gour Central

University, Sagar

CERTIFICATE

This to certify that MR. RAVENDRA KUMAR CHOUDHARY

Student of B.B.A. (Hons) 16th Batch, Faculty of Management

Studies Dr. Hari Singh Gour Central University Sagar (M.P.)Has diligently worked on the Project Report of the Company Profile

of RELIANCE. He has done this Work under My Guidance and

Supervision. This project work is original and not submitted earlier

for the award of any degree or associate ship of any other

University.

During this study he made meticulous efforts for its

completion. I wish him all the best in this sincere endeavors for a

bright and successful future.

Prof. Y.S. Thakur Mrs. Jyoti Pandey

Head of the Department Supervisor

Faculty of Management Studies

External Examiner

Name :

Sign :

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DECLARATION

I hereby declare that the project work entitled

Company Profile of RELIANCE submitted to the Faculty of

Management Studies Dr. Hari Singh Gour Vishwavidyalaya,

Sagar (M.P.), is a record of an original work done by me under the

guidance ofMrs. Jyoti Pandey Lecturer & Faculty Member at the

Faculty of Management Studies Dr. Hari Singh Gour Central

University, Sagar (M.P.). I also ensure that this work done by me is

purely original and is my own creativity.

Date : RAVENDRA

KUMAR CHOUDHARY

Place : Enrollment no.:

Y1118020040

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CONTENTS

S.No. TITLE Page No.

1. Preface

2. Acknowledgement

3. Declaration of the Candidate

4. Certificate

5. Introduction of Reliance

6. History of Reliance

7. Scope of the Study

8.Research Methodology

9. Market Segmentation

10 Company Comparison

11 Data analysis & Interpretation

12 Swot Analysis of Asian Paint

13 Findings

14 Suggestions & Recommendation

15 Limitation of the Study

16 Conclusion

17 Bibliography

18 Questionnaires

EXECUTIVE SUMMARY

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These days organizations are looking forward to obtain competitive edge over their

competitors through highly developed employee skills, distinctive organizational cultures,

management processes and systems which are in contrast to traditional emphasis on transferable

resources such as equipment that can be purchased any time by the competitors.

In also much work is done to develop the Marketing competencies so as to have better results.

In this context a part from the various departments the Marketing sales department has got a crucial

role to play.

In my study I have tried to study the Swot analysis of communication with competitior. For

this I had to go to different Retailers and find out what actually they think of the services given by the

company.

The research conducted with the objective to judge the impact of marketing on sales for gave

me the opportunity to obtain feedback from the retailers both permanent and temporary, thereby

analyzing it and finally obtaining the imperative decision.

Similarly as a part of my schedule, I not only analyzed the SWOT analysis for but also got a

chance to meet different retailers and know what are the problems they are facing and how we can

solve their problems. I also analyzed the Channel distribution of jai agency and got to know how

communication flow from retailer to consumer. Thus the task was not only restricted in the purview

of interaction with the retailers but also providing an insight about understanding the channel

distribution.

Thus the induction programe followed by the associate manual not only makes the employees

familiar with the company but also make them enthusiastic to face challenges and motivate to work

for the growth of the organization.

The second part consists of data and their analysis, collected through a survey done on 100

people. It covers the topic Swot analysis of communication with competitor. The data collected has

been well organized and presented. Hope the research findings and conclusions will be of use. It has

also covered why people are not happy with the service provided by the salesman. The advisors can

take further steps to approach more and more people and indulge them for taking their advices.

The whole task was manual and interactive, giving me a chance to have a word with the

customers.

COMPANY PROFILE

About Sh. Dhirubhai heerachand Ambani (the founder of the company)

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Few men in history have made as dramatic a contribution to their countrys economic fortunes as did

the founder of Reliance, Sh. Dhirubhai H Ambani. Fewer still have left behind a legacy that is

more enduring and timeless.

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

Dhirubhai: The corporate visionary, the unmatched strategist, the proud patriot, the leader of

men, the architect of Indias capital markets, the champion of shareholder interest.

But the role Dhirubhai cherished most was perhaps that of Indias greatest wealth creator. In

one lifetime, he built, starting from the proverbial scratch, Indias largest private sector

enterprise.

When Dhirubhai embarked on his first business venture, he had a seed capital of barely US$ 300

(around Rs 14,000). Over the next three and a half decades, he converted this fledgling

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

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

Dhirubhai is widely regarded as the father of Indias capital markets. In 1977, when Textile IndustriesLimited first went public, the Indian stock market was a place patronised by a small club of elite

investors which dabbled in a handful of stocks.

Undaunted, Dhirubhai managed to convince a large number of first-time retail investors to participate

in the unfolding story and put their hard-earned money in the Textile IPO, promising them, in

exchange for their trust, substantial return on their investments. It was to be the start of one of

great stories of mutual respect and reciprocal gain in the Indian markets.

Under Dhirubhai extraordinary vision and leadership, scripted one of the greatest growth stories in

corporate history anywhere in the world, and went on to become Indias largest private sector

enterprise.

Through out this amazing journey, Dhirubhai always kept the interests of the ordinary shareholder

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

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

The second son of a school teacher, Dhirubhai was born in 1932 in the village of Chorwad in

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Gujarat in circumstances that can best be described as modest. Driven by hardship and want, he had to drop

out of school early.

In 1949, at the age of 17, he went to Aden (now Yemen) in search of opportunity, and worked as a dispatch

clerk for A. Besse & Co. A couple of years later, the company became a distributor for Shell products and

Dhirubhai was promoted to manage the companys oil-filling station at the port of Aden. It was here that he

dreamed of setting up and owning a refinery, which he later realized with his petrochemicals venture.

He returned to India in 1958 to launch his first business venture, a spice trading company named Commercial

Corporation.

In 1962, Dhirubhai identified an emerging opportunity in yarn trading and shifted to the new business. Three

years later, he changed the name of his company to Textile IndustriesLimited.

In 1966, he purchased land in Naroda, Gujarat, to set up a textile mill. In 1975, a technical team from the

World Bank recognised the Naroda mill as one of the best composite textile mills in India and certified it as

excellent even by developed country standards.

In 1977, the company went public.

At the time of the Textiles IPO, participation in the Indian capital markets was largely limited to a small but

influential elite which dabbled in a handful of stocks. The great majority of

Indias middle class chose to stay away. Dhirubhais decision to prefer the capital markets over banks as the

primary source of funding for his ambitious expansion plans, was as daring as it was unprecedented.

In the event, The IPO was an unlikely success. Against all odds, Dhirubhai managed to convince a sufficiently

large number of sceptical middle class investors to put their money, and faith, in what was then a small,

relatively unknown company.

The subsequent growth and success of and its philosophy of generously rewarding shareholders rapidly gave

Dhirubhai an iconic status in the Indian financial markets.

Under Dhirubhais charismatic leadership, the Annual General Meetings (AGM) of took on the character of

large public spectacles. Typically held in large public arenas, and attended by thousands of adoring

shareholders, the AGM became a day to remember in the annual corporate calendar of India. In 1986, the

AGM held in Cross Maidan, Mumbai, was attended by as many as 30,000 stockholdersa record in Indias

corporate history.

By the mid-80s, Dhirubhai had become something of a living legend, widely hailed by peers and critics alike

as one of the greatest corporate visionaries in the history of post-Independent India.

But Dhirubhai was never one to rest on his laurels. In the early 80s, he had taken the first important step in

strategic backward integration for with the commissioning of the Patalganga plant which initially

manufactured polyester filament yarn and polyester staple fibre.

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In 1991, he set up Hazira, for the manufacture of petrochemicalsthe next link in the backward integration

chain. At the time, Hazira represented the single largest investment made by a private sector group in India at

a single location.

Meanwhile, Dhirubhai had firmed up plans of setting up a massive grassroots refinerythe next

big leap in his overall strategic roadmap for Reliance. Conceived as the worlds largest grassroots refinery at

the time, Jamnagar in Gujarat was to have an annual capacity of 27 million tonnes.

In the face of formidable challenges, including a massive cyclone that flattened the project site

mid-way through construction, commissioned the Jamnagar facility in 1999. It was a fully integrated refinery,

complete with a dedicated port and a captive supply of power.

The refinery was not only commissioned ahead of schedule, but also set up at a cost that was significantly

lower than the prevailing global benchmark for a project of such magnitude.

It was one of Dhirubhais great dreams in life to see ordinary Indians enjoy the enormous economic benefits of

being able to access affordable yet world class telecommunications

infrastructure. He wanted to spearhead a communications revolution that would dramatically cut down the

cost of connectivity, and propel India into the digital age. His ultimate ambition: To make the cost of a phone

call cheaper than that of a post card. It was therefore entirely logical for to enter the telecommunications

space when the sector was opened up for private participation in the 1990s.

The rest, as they say, is history.

Today, Communications is Indias largest information and communications services provider with over 20

million subscribers, and offers the full range of integrated telecom servicesat prices that are, by far, the

lowest anywhere in the world.

Dhirubhai left for his heavenly abode on July 6, 2002.

HISTORY OF THE ORGANIZATION

2009

12 January 2009

Rcom launches GSM services in delhi

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31 january 2009

All new mobile GSM connections come with lifetime validity at a nominal charge

5 February 2009

GSM service in J&K

12 February 2009

R-Globalcom bags work orders from 3 global retailers

13 february 2009

Company launches 50 min STD pack in 35 rs. On GSM

26 February 2009

Rcom launches voice-based mobile navigation service.

9 june 2009

Rcomm has entered into joint venture with Kribhco(krishak Bharti cooperative ltd.)

28 february 2009

Rcom adds 3.3.-mn. Wireless customers in feb.

9 march 2009

Rcom places 300 cr.modem order with huawei,ZTE

10 march 2009

Rcom adds record 11 m subscribers

13 march 2009

Rcom unveils new wireless net service

22 march 2009

Rcomm launches a new format of mobile store

25 march 2009Rcom post-paid services for in U.P & uttarakhand.

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1 june 2009

Rcom signs hrithik roshan as brand ambassador

8 june 2009

Rcomm bagged a 125 cr. WAN contract from global consuntancy major Mott Macdonald.

11 june 2009

Rcom to offer BlackBerry services for Rs. 299

18 june 2009

mobile in deal with EA mobile

A DREAM COMES TRUE:

The Late Dhirubhai Ambani dreamt of a digital India an India where the common man would have

access to affordable means of information and communication. Dhirubhai, who single-handedly built

Indias largest private sector company virtually from scratch, had stated as early as 1999: Make the

tools of information and communication available to people at an affordable cost. They will

overcome the handicaps of illiteracy and lack of mobility.

It was with this belief in mind that Communications (formerly Infocomm) started laying 60,000 route

kilometres of a pan-India fibre optic backbone. This backbone was commissioned on 28 December

2002, the auspicious occasion of Dhirubhais 70th birthday, though sadly after his unexpected demise

on 6 July 2002.

Communications has a reliable, high-capacity, integrated (both wireless and wireline) and convergent

(voice, data and video) digital network. It is capable of delivering a range of services spanning the

entire infocomm (information and communication) value chain, including infrastructure and services

for enterprises as well as individuals, applications, and consulting.

Today, Communications is revolutionizing the way India communicates and networks, truly bringing

about a new way of life, relationship and help to develop these concepts. Together, these ideas can be

converted into products and services that have great market potential.

VISION:

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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.

VALUES:

We will put customer first at all times, and built long term relationship with them.

We shall believe interpretation and keep every commitment that we make.

We will operate with honesty and integrity interpretation all our dealings.

We treat every individual with dignity and respect.

We will approach every endeavor with zeal & an attitude towards excellence.

MISSION:

To attain global best practices and become a world-class communication service provider-

guided by its purpose to move towards greater degree of sophistication and maturity.

To work with vigor, dedication and innovation to achieve excellence in service quality,

reliability, safety and customer care as the ultimate goal.

To consistently achieve high growth with the highest levels of productivity.

To be a technology driven, efficient and financially sound organisation.

To contribute towards community development and nation building.

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To be a responsible corporate citizen nurturing human values and concern for society, the

environment and above all, the people.

To promote a work culture that fosters individual growth, team spirit and creativity to

overcome challenge and attain goals.

To encourage ideas, talents and value systems.

To uphold the guiding principle of trust, integrity and transparency in all aspects of

interpretation and dealings.

INDIA S LEADING INTEGRATED TELECOM COMPANY:

Communications is the flagship company of the Anil Dhirubhai Ambani Group (ADAG) of

companies. Listed on the National Stock Exchange and the Bombay Stock Exchange, it is Indias

leading integrated telecommunication company with over 80 million customers.

Our 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. Our constant endeavour is

to achieve customer delight by enhancing the productivity of the enterprises and individuals we serve.

Mobile (formerly India Mobile), launched on 28 December 2002, coinciding with the joyous occasion

of the late Dhirubhai Ambanis 70th birthday, was among the initial initiatives of Communications. It

marked the auspicious beginning of Dhirubhais dream of ushering in a digital revolution in India.

Today, we can proudly claim that we were instrumental in harnessing the true power of information

and communication, by bestowing it in the hands of the common man at affordable rates.

We endeavour to further extend our efforts beyond the traditional value chain by developing and

deploying complete telecom solutions for the entire spectrum of society.

Energy Ltd.Mutual Fund

http://rel.co.in/http://www.reliancemutual.com/http://www.reliancemutual.com/http://rel.co.in/http://www.reliancemutual.com/http://rel.co.in/

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HarmonyCommunications

Life Insurance Anil Dhirubhai Ambani Group

General InsurancePortfolio Management Service

Big Entertainment

http://www.harmonyindia.org/http://www.rcom.co.in/http://www.reliancelife.co.in/http://www.relianceadagroup.com/http://www.reliancegeneral.co.in/insurance/home.htmlhttps://www.reliancepms.com/webfincrm/login.jsp;jsessionid=F0A3B295058BD4A2CDDE976E5C6F4D4Fhttp://www.rbe.co.in/http://www.rbe.co.in/https://www.reliancepms.com/webfincrm/login.jsp;jsessionid=F0A3B295058BD4A2CDDE976E5C6F4D4Fhttp://www.reliancegeneral.co.in/insurance/home.htmlhttp://www.relianceadagroup.com/http://www.reliancelife.co.in/http://www.rcom.co.in/http://www.harmonyindia.org/http://www.harmonyindia.org/http://www.rcom.co.in/http://www.reliancelife.co.in/http://www.relianceadagroup.com/http://www.reliancegeneral.co.in/insurance/home.htmlhttps://www.reliancepms.com/webfincrm/login.jsp;jsessionid=F0A3B295058BD4A2CDDE976E5C6F4D4Fhttp://www.rbe.co.in/

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CHAIRMANS PROFILE

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 ADA Group, namely, Communications, Capital, Energy

and Natural Resources limited.

He is also Chairman of the Board of Governors of Dhirubhai Ambani Institute of Information and

Communication Technology, Gandhi Nagar, Gujarat.

Till recently, he also held the post of Vice Chairman and Managing Director of Industries Limited

(RIL), Indias largest private sector enterprise.

Anil D Ambani joined in 1983 as Co-Chief Executive Officer, and was centrally involved in every

aspect of the companys management over the next 22 years.

He is credited with having pioneered a number of path-breaking financial innovations in the Indian

capital markets. He spearheaded the countrys first forays into the overseas capital markets with

international public offerings of global depositary receipts, convertibles and bonds. Starting in 1991, he

directed Industries in its efforts to raise over US$ 2 billion. He also steered the 100-year Yankee bond

issue for the company in January 1997.

He is a member of:

Wharton Board of Overseers, The Wharton School, USA

Central Advisory Committee, Central Electricity Regulatory Commission

http://www.relianceadagroup.com/

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Board of Governors, Indian Institute of Management, Ahmedabad

Board of Governors Indian Institute of Technology, Kanpur

In June 2004, he was elected for a six-year term as an independent member of the Rajya Sabha, Upper

House of Indias Parliament a position he chose to resign voluntarily on March 25, 2006.

Awards and Achievements:

Conferred the CEO of the Year 2004 in the Platts Global Energy Awards

Rated as one of Indias Most Admired CEOs for the sixth consecutive year in the Business

Barons TNS Mode opinion poll, 2004

Conferred The Entrepreneur of the Decade Award by the Bombay Management Association,

October 2002

Awarded the First Wharton Indian Alumni Award by the Wharton India Economic Forum

(WIEF) in recognition of his contribution to the establishment of as a global leader in many of

its business areas, December 2001

Selected by Asiaweek 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, June

1999.

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PERSONNEL:

BOARD OF DIRECTORS

o SHRI ANIL D. AMBANI - CHAIRMAN

o PROF. J RAMACHANDRAN

o SHRI S.P. TALWAR

o SHRI DEEPAK SHOURIE

o SHRI A.K.PURWAR

OBJECTIVES:

Strengths and enhances existing business roles.

Drives greater empowerment, business focus, operational efficiencies and

customer value.

Takes another significant steps towards institutionalization and building a

conglomerate of the future.

CONCEPT OF COMMUNICATION

Anil Ambani: Telecom person of the year 2007

His marketing strategy has made millions of Indians happy, they got the best mobile

tariffs in the world-local call costs at 15 paise/minute, and STD call at 40 paise/minute

NEW DELHI, INDIA: When the VOICE&DATA jury, comprising eminent professionals

from the telecom field, met in Delhi in June to choose the Telecom Person of the Year 2007,

the five-hour selection process was steamy.

The reason was obvious: The telecom sector is growing faster than any other segment and

naturally their CEOs have a lot to crow about. The jury had to select one from three CEOs,

who had made it to the final list through nominations from the industry and the initial

scrutiny. Among the three, one of the main contenders was a young CEO. The jury decided

that he should come back next year to try and win the coveted award. The list now had two

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names-both CEOs of two well-known companies. The pivotal difference between the two:

one is an entrepreneur and the other is not so popular, as his credit is shared among a number

of his big daddies.

Following a five-hour closely held, hotly debated discussion, the name was announced: Anil

Dhirubhai Ambani, chairman of Communications. Anil Ambani joined Industries (currently

promoted by his brother Mukesh Ambani, following their split) in 1983 as co-chief executive

officer. Forbes ranked him number 104 among the World's Richest People in 2006. The

Ambani family faced criticism when it announced its ambitious plans to build a countrywide

telecom network, as its prior expertise lay in commodities-textiles and petrochemicals-

business only. Apart from that telecom needs a service-oriented mindset, critics felt. What

they did not remember was how the family had served its millions of shareholders.

Policies in India are made in line with Ambani's vision, says an industry expert. His business

acumen and closeness to politicians assisted him in making it to the Rajya Sabha in June

2004, as an independent member. Ambani chose to resign voluntarily on March 25, 2006.

The same association with politicos gave him negative returns too when the Mayawati

Government in Uttar Pradesh put a spanner on his ambitious plans to build a 1,200-acre SEZ.

Media sees his aggression when he announces financial results for the ADA group of

companies, and when he attends the annual general meetings and faces questions from

shareholders. When he meets the press, he has answers to all their questions. He also

remembers to call select journalists by name.

To merchant bankers he, who has already contributed immensely to the financial reforms of

the country, is one of the financial wizards of the world. May be because of his expertise, he

gave up in the race to grab Hutchison Essar stake, after indirectly jacking up the valuation.

His negotiations with the Qualcomm chief are also a folk theory now.

How did Ambani become the VOICE&DATA Telecom Person of the Year 2007? What are

his personal and organizational achievements in the recent past?

His path-breaking marketing strategy that was put in by the strongest team of telecom

professionals the country has ever seen has made millions of Indians happy as they got the

best mobile tariffs in the world. The aggression resulted to adding to his already swollen kitty.

Every hour India will be adding around 20,000 new mobile customers and Communications

over 4,000. When mobile telephony first began in India, a local call cost Rs 16 per minute; an

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STD Rs 50; and a call to the US Rs 100 per minute. With Communications pioneering price

initiative, a local call now costs a mere 15 paise per minute, STD 40 paise, and a call to the

US costs less than Rs 2 per minute. The presence of Communications is making the

competition in India panicky. Global telecom forces will also shortly start feeling the heat.

Ambani has also recently announced his Rs 1,200 crore buyout of Yipes Holdings.

ORGANIZATIONAL STRUCTURE

Communication Limited

CHAIRMAN

PRESIDENT

(PERSONALBUSINESS)

PRESIDENT

(ENTERPRISESBUSINESS)

PRESIDENT

(HOME BUSINESS)

SENIOR VICE

PRESIDENT

VICE PRESIDENT

GENERAL

MANAGER

DEPUTY GENERAL

MANAGER

ASSISTANT GENERAL

MANAGER

SENIOR

MANAGER

MANAGER

DEPUTY

MANAGER

ASST.MANAGER

MANAGEMENT

TRAINING

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MAIN STUDIES

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

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

a method of sales distribution

a product or brand

a business idea

a strategic option, such as entering a new market or launching a new product

a opportunity to make an acquisition

a potential partnership

changing a supplier outsourcing a service, activity or resource

an investment opportunity

(2) PROBLEM BEING FACED

Lack of communication between retailers and distributor

Lack of improper distribution channel

Competitors

Not regular visit of DSE and Runner

All retailers are not aware of new scheme of RCOM

Lack of sales promotion and advertisement

Retailer doesnt get claim at proper time

No visit of DL or any other person to the retailers shop

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SHORT ANALYSIS

Strength

Low Entry Cost

Commission Structure

Fast Activation Process

Network

Connectivity

Data GPRS

Weakness

Branding Image

Distribution problem

Limited product portfolio- Only Mobile

Lack of Competitive Strength

Limited Budget

Opportunity

Preference of GSM over CDMA

New Specialist application

Rural Telephony

New Market, Vertical, Horizontal

Competitors` Vulnerabilities

Threat

Political destabilization.

New Entrants

IT Development

Market Demand

Seasonality,Weather Effects

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COMMUNICATION LIMITED

(3) WHAT DOES COMPANY EXPECT TO DO BY SOLVING THE PROBLEM

Customer Satisfaction

Retailer Satisfaction

Increase in Sale

Sales Promotion

Proper Distribution Channel

STRATEGIC WEAPONS OF RELIANCE

The sharpest weapon that a corporation can develop to survive and thrive, in the globalized market

place is competitiveness. Its cornerstone, as articulated by strategy Guru Michael Porters is. its ability

to create more value, on a sustainable basis, for the customer than its rivels can. The competitiveness

of a corp. flow froms a clearly defined strategy, devised after analysis the different forces in the

industry impacting on the company, According to Porterian three generic alternatives:

Cost leadership, differentiation, or strategic focus.

Applying these principles along with the related ones of building entry barriers, erecting economics

of scale, developing marketing competitors has attained global levels of competitiveness adopting a

single unique route to attain competitive status (their competitive weapon is the scale of operations).

TECHNOLOGY

Reliances led achievement in manufacturing is, of course, its comment once process technology since

its products do not need cutting edge. Not only has pushed its production capacity beyond normal

levels, its has develop supervisor processes to increase the utilisation and cost efficiency levels.

The company has technical collaborations with Du-Pont Canada, Unipol/sheel technology Japan, and

Sinco technology Japan which name enhanced their capabilities in the areas of production efficiency

and quality improvements - this helping to supply to its customers the best of quality at the rightprice.

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Communication is the synergy of information and communication services brought about by the

digitalisation and convergence. In the fast moving and competitive knowledge era, Communication is

not only a driver of growth but also competitiveness. Communication is revolutionising

telecommunication in India by provisioning services that would match with the leading operators of

the most developed countries. These services are the outcome of state-of-the-art network technologies

that have been inducted in the Communication network.

Our network consists of the latest switching, transmission and access technologies. The core of the

network consists of fiber deployed throughout the country. Deployed over the fiber media are the

DWDM and SDH transmission technologies in ring topology to provide ultra-high bandwidth

capacity and failure proof backbone. Besides circuit switched technologies, the backbone also has an

IP architecture and uses MPLS technology to carry data on an overlay network. In addition gigabit

ethernet provide broadband services on wireline access.

The switching technology deployed in our network is based on a combination of wireline and

wireless switches. While state-of-the-art digital feature-rich wireline switches meet the growing

needs of Indian corporates, the CDMA 1X based wireless switches are advanced enough to provision

not only quality spectrum efficient voice services but also 144 kbps of data rates besides SMS and

MMS services. CDMA 1X provides an in-built connectivity to internet which gives users the power

of accessing internet and data services anytime. These switching technologies enable us to provide

high quality of voice and data services to give a new experience to users.

The entire network is seamlessly integrated with the deployment of a range of operations and

business support systems (OSS / BSS). These systems help make our operations more efficient and

customer friendly. In addition, the state-of-the-art NOC helps us monitor our entire network at one

place. Call center technologies deployed would help us give the best customer service.

Finally, the most important aspect of our services is the range of feature-rich CDMA 1X handsets

with wider colour display at attractive prices. All handsets are data enabled that permit users to

access our bouquet of services.

The technologies help Communication to provide world class telecom services in both voice and data

at prices affordable by the Indian masses.

ADVERTISING & PROMOTIONAL STRATEGY

Doing business without advertising is like winking at a girl in the dark, you know what you are

doing but nobody else does.

is a big or one may say a massive industrial by :- with its rapid industrial vertical integration it has

created awareness and an image for itself, in the domestic as well as international markets. This itself

is a promotional tool.

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Vast recognition to Mr.Ambanis achievement in business magazines, newspapers. International

magazine have itself helped in promoting the company and is good in the country. Recognition to Mr.

Ambani work hear also seen when he received the awarded for the best industrialist by the Wharton

school of management USA.

Most of the advertising for is done by the Advertising Agency "Mudra" which is there in houseagency.

The company is an industrial product advertiser. Some most common objective of its one to inform,

to bring in orders, to stimate queries, to empanel the marketers name on the buyers panel of sources

industrial advertising is prepared in the form of message inserted in trade journals and lay press. It

motivates the distributors. It also seeks to develop and build up a corporate image. It reminds the final

consumer about the part it play in offering to them the final product.

Reliance's customer focused R&D efforts comprise a critical part of its competitive arsenal used for

creating customers and enhancing market share.

Quality initiatives at are closely integrated with R&D efforts, R&D is aimed at product quality

enhancement, enhancing customer serve, new product developments, process improvement, and

development of more environment friendly processes.

Reliance's customer focused R&D efforts comprise a critical part of its competitive arsenal used for

creating customers and enhancing market share. New product applications developed by the R&D

team continue to be key drivers of incremental demand growth for Reliance's products. While

introducing new products, technical interaction with customers is encouraged for understanding their

requirements to fulfill their quality needs. R&D efforts are thus fine tuned to deliver solutions. The

focus of the R&D and market development efforts is not merely to sell and service customers but to

deliver value.

Reliance's R&D efforts are through ongoing internal efforts as well as joint efforts in collaboration

with the premier research organizations in India such as National Chemicals Laboratory, UniversityDepartment of Chemical Technology (UDCT), Indian Institute of Technology (IIT) and the Bhabha

Atomic Research Centre (BARC).

Reliance's Product Applications Research Center (PARC) has been at the forefront of applications

research in India. PARC - the technical wing of - is active in various customer awareness initiatives

and development of new product applications.

Equipped with most modern instruments and equipment and manned by well talented technologists.

PARC is today a state of the art technology center in the Indian petrochemical industry. Its regular

publications and programs meet with great acceptance from customers. The many presentations made

by PARC teams over the year have been recognized as well researched and highly relevant. These

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presentations and other PARC initiatives have established Reliance's position as a company dedicated

towards applying latest technology for the customer's benefit in an environment friendly way.

We believe that : Our aims of employee development are not just about acquiring skills to solve

specific problems but also expanding minds to address problems and opportunity which have not

become apparent with full understanding of cross functional linkages.

Continuing personal development is the constant obligation of all employees and constant

responsibility of all Executives, Managers and Supervisors. The development and use of human

potential and a learning organization is our bridge to continue success in the future.

FUNDAMENTAL TO THE WORK OF THE ORGANISATION AND ITS ULTIMATE

competitive position, is a respect for the development of the employee through self-help and guidance

to foster common purpose and cohesion.

We believe that:

Our aims of employee development are not just about acquiring skills to solve specific

problems but also expanding minds to address problems and opportunities which have not

become apparent with a full understanding of cross-functional linkages.

Continuing personal development is the constant obligation of all employees and constant

responsibility of all Executives, Managers and Supervisors.

The development and the use of human potential and a learning organisation is Reliances bridge to

continued success in the future.

YOUNG WORKFORCE

is a relatively young company. The average age of employee in the organisation is just 36 years.

While wisdom comes from the top, decision making is pushed down below. More importantly,

people at have been drawn from diverse academic backgrounds - but with the fire and enthusiasm to

take on increase - kingly bigger challenges. There is a continuing emphasis on inducting fresh talent.During the year 1997-98. as many as 216 fresh graduate engineer trainees were inducted into

Reliance.

Well-qualified

An emphasis has been placed on recruiting people with formal training that matches their job profile.

VISION OF COMMUNICATION

Communication envisions a digital revolution that sweep the country and bring about a New Way of

Life. A digital way of life for a New India.

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With mobile devices, netways and broadband systems linked to powerful digital networks,

Communication usher fundamental changes in the social and economic landscape of India.

Communication help men and women connect and communicate with each other. It enable citizens

to reach out to their work place, home and interests, while on the move. It enable people to work,

shop, educate and entertain themselves round the clock, both in the virtual world and in the physicalworld. It make available television programmes, movies and news capsules on demand. It unfurl

new simulated virtual worlds with exhilarating experiences behind the screens of computers and

televisions.

Users of Communication's full range of services would no longer need audiotapes and CDs to listen

to music. Videotapes and DVDs would not be necessary to see movies. Books and CD ROMs would

not be needed to get educated. Newspapers and magazines would not be required to keep abreast of

events. Vehicles and wallets become unnecessary for shopping.

Communication disseminate information at a low cost. "Make a telephone call cheaper than a post

card". These prophetic words of Dhirubhai Ambani be a metaphor of profound significance for

Communications

Communication regularly unfold new applications. Continually adapt new digital technologies.

Create new customer experiences. Constantly strive to be ahead of the world.

Communication transform thousands of villages and hundreds of towns and cities across the country.

Above all, Communication pave the way to make India a global leader in the knowledge age.

Still fighting to break the leadership of Airtel in cellular market, in spite of fact has lowest call

rates at present.

OPERATOR USER BASE(MILLION)

Airtel 9.45

Vodafone 6.92

Reliance 5.92

Tata Indicom 3.64

Idea 1.61

MTNL 1.48

Total 29.02

(Source: COAI and AUSPI)

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This is total user base of Delhi region. Airtel is maintaining the leadership in the market followed by

Vodafone and then comes Reliance.

(1) RESEARCH PROBLEM

Collection of Data of othercompanies Tata Indicom, Airtel & BSNL

Retailers some time gives wrong data

Limitation of time and money

(2) RESEARCH OBJECTIVE

To know the demand of RCOM bundle offer along with LGRD 3000 and 6100 as well asthe demand of RCOM Bachat pack Sim in the market

To help in development and introduction of new product

To identify the company position among competitors

To determine those factors which persuade retailers for sale of RCOM Sims/product

To find out which type of schemes retailers prefer and why?

To study the effect of irregular supply on the sale of the product

(3) SUBJECT OBJECTIVE

To compare the Airtel and Tata indicom Bundle offer with RDLG 3000, 3500 &6100 for analyzing the status of RCOM Bundle Offer

To identify the Market share of RCOM

To find out the basic problems of retailers

To find out the performance of Distributor

To find out the basic problems of Channel of Distributor

To find out the Claims pending of Retailers

(4) INFORMATION REQUIREMENT

Complete Price structure of RCOM, Airtel & Tata Indicom offer which includes

Sim Processing Fees

Discount Offered

Schemes offered

Service Tax

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(5) SOURCES OF INFORMATION

Data collected from the Company

Secondary Data

Internet

Retailers

Distributor

Sales Executives

Other Trainees (Runner)

(6) SCHEMES, PRODUCTS

PRODUCT

Base Phone

Mobile

Data Card

Voucher, E-Recharge

PCO

Broad Band

RESEARCH METHODOLOGY

Research methodology is a way to systematically do the job. It may be understood as a

science of studying how research is done scientifically. The most desirable approach with

regards to the selection of the research methodology depends on the nature of particular

work, time and resources available along with the desire level of accuracy.

Research Type - Descriptive Research

Data Source - Primary Data

Research Instrument - Questionnaires

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Type of Questionnaire - Structured

Sampling Unit - Retailer

Sampling Method - Judgmental

Contact Method - Personal Interview

DATA ANALYSIS & INTERPRETATION

Data Interpretation & Finding of customer Survey

MARKET SHARE OF MOBILE SUBSCRIBERS

(1) DATA INTERPRETATION OF CUSTOMERS SURVEY

Age group Tabulating in percentage the age group of customers

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Above figure shows that researcher having surveyed 18 respondents, 25% belong to age group

18-28%, 47% belong to age group 28-35%, belong to age group 36-45 and 6% above age of

45.

Income Level Tabulation

Age Group Percentage (%)

18-25 25

28-35 47

36-45 22

Above 45 6

Income Group Percentage (%)

8000 42

8000-12000 34

12000-20000 18

> 20000 6

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The above analysis shows that 42% of the respondents belonged to the 8000/- and below income

category, 34% belonged to Rs.8000 to 12000 and 18% belonged to 12000-20000 and 6% above

income of 20000/-.

Percentages of customer who are prospective take of a particular service

company Percentage (%)

AirTel 30

Vodafone 25

RIM 20

Tata Indicom 13

MTNL 10

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0

5

1 0

1 5

2 0

2 5

3 0

3 5

4 0

V e ry g oo d G o o d S a tis fa cto ry P oo r C an t s ay

P e r c e n t a

P e r c e n t a

Aircel 2

It was found in the survey that 55% of the respondents intended to purchase either AirTel or

Rim services in the future. Out of this 55% more than (that is 30% of the whole sample

size) intended to purchase AirTel and 25% intended to purchase RIM

Scaling About RCOMM Service

Scale Percentage

Very good 20

Good 25

Satisfactory 40

Poor 10

Cant say 5

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The survey revealed that 40% of the respondents service RIM as satisfactory. This is a telling

comment. However the survey also found out that 20% and 25% of the respondents serviceRIM as very good and good respectively. There were 5% of the respondents who had nothing

to say about the RIM. This is due to low service awareness and low penetration level.

(2) MARKET SHARE OF MOBILE SUBSCRIBERS

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MARKET SHARE OF CDMA IN DELHI & NCR

RCOMM 44%

TATA INDICOM 56%

MARKET SHARE OF GSM IN DELHI & NCR

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AIRTEL 28%

VODAFONE 23%

IDEA-18%

MTNL 16%

RCOMM 12%

AIRCEL 3%

CONCLUSION

Indian economy is an emerging one and is growing very fast at the average GDP rate 8-9% so

in this emerging market competition level among telecommunication services provides new

players are coming who will necessarily intensify the competition. New products and new

schemes are being offered by the telecom service providers. The need for large information

capacity has grown tremendously due to the demand of real time information.

Telecommunication has now become a major information transmission system and telecom

has undoubtedly emerged as the most important industry in India. Indian telecom companies

are putting in their best offer to rope in major telecom operators of the world e.g. Vodafone,

Aircel and MTN etc. are playing their role in synergy with the operation of the Indian

companies. Process of acquisition and merger are in process and future will be only for those

companies who have an edge over others in the field. Service provided and the better quality

of network etc. is provided at affordable cost. In this process of competition it is assumed that

only those companies will survive who adopt suitable market strategy and technology

innovation and up gradation to suit the aspiration and demand of the consumer.

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RCOMM cellular ltd. An Anil D.Ambani Group of cos. Is very fast catching up with the

market by providing cheaper calling rates. The market strategies adopted by its executives are

bearing fruits and the company although being the Second one to enter the market of DELHI

& NCR has found a suitable niche and recognition in the consumer. But this is not a thing for

self contentment as the survey reveals that in network, service and distributor, its place is very

far behind to other competitors viz. Airtel, BSNL, and Tata indicom etc. so to withstand the

competition resources mobilization and technological innovation on the part of cos. To

upgrade its quality of network and services is urgently called for.

Market access and growth is alright but the improvement of quality on the above counts is

necessity of the time.

FINDING

Services provided by Retailers: -

All the retailers are dealing in all services i.e. providing Recharge Voucher, SIM, and Tariff

Voucher of all the cellular service companies present in DELHI zone. Also most of them

provide only pre-paid connection.

Satisfaction: -

Most of the retailers i.e. around 74% of respondents are satisfied with RCOMM brand, 10%

of them push RCOMM brand to the customer and rest 16% retailers are not satisfied with

RCOMM brand due to claim pending and the distributor. The retailers dont get schemes

communicated in time by distributor and distributor does not provide RCV & e-Top properly .

Problems: -

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Around 15% of the respondents that there is network problem with RCOMM, on the other

hand they found its competitors viz. Airtel, VODAFONE, TATA Indicom network connectivity

of very good to good level.

Around 16% retailers which are under JAI AGENCY distributor projected problem with

distributors. They dont get schemes communicated in time by distributor and distributor does

not provide RCV & e-Top.

Support from company: -

Most of the retailers ensnared that they are supported by the companies personnel &

companies helpline.

All companies provide POP at right time and in adequate number.

Claim process:-

In case of RCOMM process is be claimed very belatedly i.e. almost 77% of the cases take 60-

90 days, where as in case of Airtel most of the i.e. 88% is being finalized in time limit 0-30

days.

The claim process services of other competitors viz. AirCel, Vodafone, & Tata Indicom are

almost at par with the IDEA cellular ltd.

SUGGESTION & RECOMMANDATION

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

may help the company to market the product and service more profitability and increase its share in

the Telecom market.

1. PROMOTIONAL ACTIVITIES

The company expand the budget allocation for promotional campaign in center DELHI &

NCR. It has affected the sale service brand image of especially in DELHI. Low supports

in promotion have lead to fluctuation in sale

There may be some useful tools which can be summrized as follows:-

(1)Advertising advertising should have a clear objective and message, which has not

been found in recent ads. is a faster growing provider service in each state .every

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offers and schemes they should show with proper message for benefit to the customer.

In busy life customer do not remembered any offers and which service we can

provided for the customer therefore they should by force showing advertisement in

growing market and among customer .customers wants continuously exposure in

Cable and Local newspapers.

(2)Persuasive Advertising:-

Now there is a need of persuasive advertising for service which can be moved into the

category of comparative advertising. It will help the company to establish the

superiority of its brand service through specific comparison of one or more attributes

and features.

(3)Technical Expertise:-

The advertisement should show the companies expertise, experience and pride in

market the product service sale.

Media A combination of print ads and TV commercial do a better job. Local ads and

publicity should be giving more stress. Hoardings, banners, wall painting should be

promoted, as some expenses are also beard by dealers. Ads on Cable network result

greater audience attention. Schemes, gift offers etc. must be highlighted through Radio

and Local newspapers.

2. SALES PROMOTION

Cash discount

Premiums

Appointment of sale promoter

Financial schemes

3. OCCASIONAL DISCOUNT

The company may go for occasional discount offers or price off from time to time

specially during any festival. Off season discount may also prove helpful to check

fluctuating sales.

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4. PRODUCT QUALITY AND TECHNICAL FEATURES

As for as some hand set mobile product quality is concerned, there is an urgent need of

technical up gradation of mobile product line. It would be beneficial for company to

launch some colors mobile hand set with the some added feature and minimum price.

FACULTY OF MANAGEMENT STUDY

DR. HARI SINGH GOUR UNIVERSITY SAGAR (M.P.)

QUESTIONAIRE

Researcher's Name : Name of Person : ___________________

Class : B.B.A. II Sem Age : _____________________________

Gender : Occupation : ________________________

1.Do you have any Landline/Mobile Connection?

Yes No

2.How many connections do you have?

One Two More than two

3.Are you a RIM subscriber?

Yes No

4.Why did you choose RIM?

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1) For better services

2) Better Tariff plans

3) Value added services

4) Easily available connections

5. Is there a major difference between the services of RIM and other service providers?

Yes No

6.Are you satisfied with the services and facilities of RIM?Yes No

7.What is the average monthly Outgoing call from your connection?

100-200 201-400 401 & above

8.What is your average monthly Bill?

300-500 501-1000 1000-1500

1500 & above

9.Do you have a STD facility?

Yes No

10.Are you ready to pay more for Value Added Services?

Yes No

11.Would you subscribe to services of other providers in case you get better services?

Yes No

Thanks

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BIBLIOGRAPHY

BOOKS

Marketing Management - Phillip Kotler

Marketing Research - Tull & Hawkins

MAGAZINE

Business Today

Advertising & Management

Free Press journal

WEBSITE

www.reliancemobile.com

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