Date post: | 02-Jun-2018 |
Category: |
Documents |
Upload: | sunnyverma |
View: | 239 times |
Download: | 0 times |
of 56
8/10/2019 Manmohan Pandey
1/56
A
SUMMER TRAINING REPORT
ON
CCUUSSTTOOMMEERRSSAATTTTIITTUUDDEEAANNDDPPEERRCCEEPPTTIIOONNTTOOWWAARRDDSS
RREELLIIAANNCCEE33GGSSEERRVVIICCEESS IINNLLUUCCKKNNOOWW..
Submitted towards partial fulfillment of
Master of Business Administration(MBA)
(R.R. Institute Of Modern Technology, Lucknow)
SUBMITTED BY- SUBMITTED TO-
Manmohan Pandey Mr.Amit Mishra
ROLL NO. 1336170015 Head of Department
MBA. R.R.I.M.T-LUCKNOW
Department of Management
R. R. Institute Of Modern Technology,Lucknow
(SESSION: 2014-2015)
8/10/2019 Manmohan Pandey
2/56
2 | P a g e
DECLARATION
I, "Man Mohan Pandey, hereby declare that the work presented herein is genuine work done
originally by me and has not been published or submitted elsewhere for the requirement of a
degree programme. Any literature, data or works done by others and cited within this dissertation
has been given due acknowledgement and listed in the reference section.
_______________________
(Student's name & Signature)
_______________________
(Registration No.)
Date:__________________
8/10/2019 Manmohan Pandey
3/56
3 | P a g e
SL.
NO.
INDEX PAGE NO.
1
INTRODUCTION
6
2
RELIANCE COMPANY PROFILE
9
3
RELIANCE 3G SERVICES
18
4 SWOT ANALYSIS OF RELIANCE 25
5 PROBLEMS FACED BY RELIANCE 30
6 RESEARCH METHOLOGY & HYPOTHESIS 31
7 FINDINGS FROM QUESTIONAIRE 34
8 CONCLUSION 40
9FINDINGS FROM CUSTOMERS
42
10 FINDINGS FROM RETAILERS 43
11 SUGGESTION 44
12 APPENDICES
13 QUESTIONNAIRE 48
14 BIBILOGRAPHY 51
15 LIST OF RETAILERS 52
8/10/2019 Manmohan Pandey
4/56
4 | P a g e
CKNOWLEDGEMENT
I would like to express my sincere thanks to all those instrumental in this
project Work. First of all, I would to thank MR.SANDEEP SHUKLA (Cluster
head Reliance Communication, Jamshedpur)forgiving methis opportunity
to do this project and learn from it. I am thankful to Reliance Communication
Ltd for giving me helpful information to complete this project (Research).
I express my sincere thanks to Mr.HITESH SHUKLA(Deputy manager &
incharge of 3G Services)& Prof. SHARDHA SHIVANI (BIT faculty), for helping
me in giving me all relevant information about the product and service.
My heart full thanks to the whole staff and customers ,Retailers and
distributors of Reliance Communication Ltd,Jamshedpur who gave me
continuous support in every possible manner to gain practical knowledge in
Industry.
Finally I would like thank all lecturers, friends and my family for the kind of
support and to all who directly or indirectly helped me in preparing this
project report and special thanks to website- www.rcom.co.in.
Date:
Place: MANMOHAN PANDEY
ROLL-1336170015
8/10/2019 Manmohan Pandey
5/56
5 | P a g e
PREFACE
A project is a scientific and systematic study of real issues on a problem
with the application of management concept and skills. The study can
deal with small or big issues in any division of an organization. It can be
case study where a problem has been dealt with, through the process of
management. The essential equipment of a project this that, it should
contain scientific collection of data, analysis and interpretation of data
leading to valid conclusion.
Project is an essential part in MBA curriculum. It enables the student to
share the real experience in Industry & Market. My project has placed in
Market Research.
The topic of my project was CUSTOMER ATTITUDE AND PERCEPTION
TOWARDS RELIANCE 3G SERVICES IN LUCKNOW.
This project report tends to give a sharp picture of the3G services of
Reliance telecom industry.
I hope, this study can be of some help to the telecom industry of his product
and future prospects of 3G services.
8/10/2019 Manmohan Pandey
6/56
6 | P a g e
INTRODUCTION
Research Problem
This Research deals with finding and analyzing Customers attitude and
perception towards Reliance 3G services in Lucknow. Our Research deals with
analyzing scope of Reliance 3G services in Lucknow.
Management Problem
Our aim is to analyze Customers attitude and response towards Reliance 3G
services in Lucknow .Our aim is to suggest a set of recommendation to Reliance to
improve its 3G services according to expectation of customers of Customers of
Lucknow and to suggest strategies that Reliance should follow to compete with its
Competitors.
Background.
Reliance is single private 3G telecom service provider in Lucknow.
Reliance 3G service can offer speeds upto 21Mbps
Various 3G services offered by Reliance are follows
Video Call
Video Portal
Mobile Internet HSPA
Mobile TV
RWorldMultiplayer Gaming.
Lucknow comes under RTL(Reliance Telecom limited ) of Reliance
Communication.
8/10/2019 Manmohan Pandey
7/56
7 | P a g e
confidential
12 of 46
Tablets
3G enabled handsets
3G ena bled Blackberry handsets
3G enabled Smart phones
Windows\Android Based)
iPhones
Mobile Br oadband
Dongles
MiFi mini router
iPads
3G Devices
8/10/2019 Manmohan Pandey
8/56
8 | P a g e
OBJECTIVES
1.To analyse attitude and perception of customers towards reliance 3G services
in Lucknow.
2.SWOT analysis of Reliance 3G services.
3. To analyse interest and expectations of Customers towards 3G services in
Lucknow.
4.To suggest some guidelines to Reliance in order to provide better focused 3G services.
5.To recommend strategy that Reliance should implement for improving Customer
satisfaction towards 3G services.
6. To analyze marketing strategies used by Reliance for its 3G services.
Reliance communication is only private telecom service provider who is
providing 3G services in Lucknow city. It launched its 3G services in
Lucknowin April.
8/10/2019 Manmohan Pandey
9/56
9 | P a g e
COMPANYS PROFILE
8/10/2019 Manmohan Pandey
10/56
10 | P a g e
8/10/2019 Manmohan Pandey
11/56
11 | P a g e
OverviewIntroduction
Reliance Communications Limited (Reliance Communications or the
Company) is Indias largest integrated communications service provider in the
private sector with over 32 million individual, enterprise, and carrier customers.
We operate pan-India across the full spectrum of wireless, wire line, and long
distance, voice, data, video and internet communication services. We also have
an extensive international presence through the provision of long distance voice,
data and internet services and submarine cable network infrastructure globally.
As presently constituted, Reliance Communications was formed by the demerger
and vesting of the telecommunications undertakings of Reliance IndustriesLimited
The demerger and vesting became effective on December 21, 2005. Our shares
were listed in India on the Bombay Stock Exchange and National Stock Exchange
on March 6, 2006 and our Global Depositary Receipts were listed on the
Luxembourg Stock Exchange on August 3, 2006.
Reliance Communications Limited founded by the late Shri Dhirubhai H Ambani
(1932-2002) is the flagship company of the Reliance Anil Dhirubhai AmbaniGroup. The Reliance Anil Dhirubhai Ambani Group currently has a net worth in
excess of Rs. 64,000 crore (US$ 13.6billion), cash flows of Rs. 13,000 crore (US$
2.8 billion), net profit of Rs. 8,400 crore (US$ 1.8billion).
Reliance Communications is India's foremost and truly integrated
telecommunications service provider. The Company, with a customer base of over
124 million including over 2.5 million individual overseas retail customers, ranks
among the Top 4 Telecom companies in the world by number of customers in a
single country. Reliance Communications corporate clientele includes 2,100
Indian and multinational corporations, and over 800 global, regional and domestic
carriers.
Reliance Communications has established a pan-India, next generation, integrated
(wireless and wire line), convergent (voice, data and video) digital network that is
8/10/2019 Manmohan Pandey
12/56
12 | P a g e
capable of supporting best-of-class services spanning the entire communications
value chain, covering over 24,000towns and 600,000 villages. Reliance
Communications owns and operates the world's largest next generation IP
enabled connectivity infrastructure, comprising over 277,000 kilometers of fibre
optic cable systems in India, USA, Europe, Middle East and the Asia Pacific region.
AN OVERVIEW OF CURRENT MARKET SCENARIO
Reliance Communications (formerly Reliance Communications Ventures) is
one of India's largest providers of integrated communications services. The
company has more than 20 million customers and serves individualconsumers, enterprises, and carriers, providing wireless, wireline, long
distance, voice, data, and internet communications services through a
number of operating subsidiaries. The company sells communications and
digital entertainment products and services through its chain of Reliance
Web World retail outlets. The company's Reliance Infocomm subsidiary
provides wireless communications services throughout India. Reliance
Communications is part of the Reliance - Anil Dhirubhai Ambani Group.
The current network expansion undertaken by Reliance is the largest
wireless network expansion undertaken by any operator across the world.
It was with this belief in mind that Reliance Communications (formerly
Reliance Infocomm) started laying 60,000 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.
Reliance Communications has a reliable, high-capacity, integrated (both
wireless and wire line) 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
8/10/2019 Manmohan Pandey
13/56
13 | P a g e
infrastructure and services for enterprises as well as individuals,
applications, and consulting.
Today, Reliance Communications is revolutionizing the way India
communicates and networks, truly bringing about a new way of life.
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.
BRIEF STUDY OF THE ORGANIZATION
Chairmans profile
Reliance Communications Limited founded by the late Shri. Dhirubhai H
Ambani (1932-2002) is the flagship company of the Reliance Anil Dhirubhai
Ambani Group. It is India's foremost truly integrated telecommunications
service provider. With a customer base of over 36 million including close to
one million individual overseas retail customers, Reliance Communications
ranks among the top ten Asian Telecom companies. Its corporate clientele
includes 600 Indian, 250 multinational corporations and over 200 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.
8/10/2019 Manmohan Pandey
14/56
14 | P a g e
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 is credited 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 globaldepositary 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.
He is currently a member of:
Wharton Board of Overseers, The Wharton School, USA
Board of Governors, Indian Institute of Management (IIM), Ahmedabad
Board of Governors, Indian Institute of Technology (IIT), Kanpur
Executive Board, Indian School of Business (ISB), Hyderabad
In June 2004, Shri Ambani was elected as an Independent member of the RajyaSabha Upper House, Parliament of India, a position he chose to resign
voluntarily on March 25, 2006.
Select Awards and Achievements
8/10/2019 Manmohan Pandey
15/56
15 | P a g e
Voted the Businessman of the Year in a poll conducted by The Times of
IndiaTNS, December 2006
Voted the Best role model among business leaders in the biannual Mood
of the Nation poll conducted by India Today magazine, August 2006
Conferred the CEO of the Year 2004 in the Platts Global Energy Awards
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 Reliance as a global leader in many of its business areas,
December 2001Selected 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.
Strategic Business Units
The business of Reliance Communications is organized into three strategic
customer facing business units: Wireless, Global, and Broadband. In addition, one
of the wholly owned subsidiaries of Reliance Communications is engaged in themarketing and distribution of wireless handsets. Our strategic business units are
supported by our fully integrated, state-of-the-art network and operations
platform and by the largest retail distribution and customer service facilities of
any communications service provider in India.
Wireless
We offer CDMA and GSM based wireless services, including mobile and fixed
wireless voice, data, and value added services for individual consumers and
enterprises. Our primary brands are Reliance Mobile for the mobile portfolio of
services and Reliance Hello for the fixed wireless portfolio of services. Our voice
services comprise both local, and national and international long distance calling.
Our data services comprise wireless multimedia over the click, browse, and
8/10/2019 Manmohan Pandey
16/56
16 | P a g e
select Reliance Mobile World platform, wireless internet access (Reliance
Netconnect), and connectivity for devices such as point-of-sale, lottery and ATM
terminals. We also offer public calling office (PCO) and coin collection box
services over our wireless network through independent retail operators of such
facilities.
Our presence in the wireless market increased significantly with the commercial
launch nationwide of our CDMA based services in mid-2003. Within three years,
we have become the largest provider of wireless communication services in the
country, as measured by voice and data minutes of use. As at December 31, 2006,
we had 30 million wireless customers in aggregate, representing a 20.5% market
share of the All-India wireless market. We had the largest in-service base of
multimedia-enabled handsets and the largest number of unique users of such
services (over 8 million customers). In addition, we are the largest PCO operator
in the private sector with over 50% market share.
Global
We offer national and international long distance calling services. We operate this
business unit primarily on a wholesale basis, offering carriage and termination to
other carriers as well as on an inter segment basis to other business units of
Reliance Communications. In overseas markets, we offer a retail virtual calling
card service for calls to India (Reliance India Call) and to 200 other international
destinations (Reliance Global Call). This service is currently active in the United
States, Canada, the United Kingdom, and Australia.
We entered the long distance market in India in mid-2003, and have become the
largest carrier of international voice minutes, with a market share of over 40%. In
addition, we have over 1 million active customers for our Reliance India Call
service, a unique overseas consumer franchise. Usage of Reliance India Call
8/10/2019 Manmohan Pandey
17/56
17 | P a g e
accounts for around 40% of total retail market calls from the United States to
India.
We offer national and international (submarine cable) network infrastructure on
both an Indefeasible Right of Use (IRU) and leased circuit basis, internet
bandwidth, and managed data services to other carriers and enterprises globally.
We have global partnerships with carriers such as C&W, Verizon/MCI, Sprint,
Deutsche Telekom, and BT for Global VPN and Bi-lateral IPLCs.
We own and operate through FLAG the largest private submarine cable system in
the World, directly connecting 28 countries from the East coast of the United
States, to Europe, the Middle East, India, South and East Asia, through to Japan.
FLAG Global Network provides unique connectivity between the worlds largest
telecommunications market in developed countries and the worlds fastest
growing telecommunication market in developing countries.
We are currently extending the construction of the FALCON cable system, which
directly connects 12 countries in the Middle East, East Africa and the
Mediterranean to the rest of the world through the FLAG Global Network. FLAG
and FALCON provide unique on-net global connectivity and our long term
customers include more than 200 global carriers and more than 400 large
enterprises. Through FLAG and FALCON, we are
the largest provider of international bandwidth in the Middle East and Asia.Ownership of these assets further allows us to leverage our strengths in the
Indian market.
8/10/2019 Manmohan Pandey
18/56
18 | P a g e
Broadband
We offer the most complete portfolio of enterprise voice, data, video, internet
and IT infrastructure services of any operator in India. These services include:
national and international private leased circuits, broadband internet access,
audio and video conferencing, MPLS-VPN, Centrex, and managed internet data
centre (IDC) services.
We offer unique, value added products and services to large and medium
enterprises for their communications, networking, and IT infrastructure needs
across the country.
We are the clear market leader in the highest growth segments of the market,
comprising MPLS-VPN, Centrex, and IDC services.
We launched our enterprise broadband services in the first half of 2005, focusinginitially on the top 30 cities in India. In these cities, we are leveraging our existing
metro fibre optic networks to establish direct building connectivity on-net. We
currently have over 379,000 buildings directly connected to our network and over
530,000 access lines.
Our primary building access technology is metro Ethernet LAN, which offers
performance and cost advantages versus other access technologies in areas with
high service potential. Our Metro Ethernet LAN technology gives us a significant
edge in delivering high bandwidth data services, as compared with all of ourcompetitors who are deploying legacy copper networks. In cities where we are
not currently providing wireline direct building connectivity, we have selectively
deployed wireless LMDS to access targeted buildings in accordance with our
customers requirements.
We have established an enterprise customer base that includes 750 of the Top
1,000 Indian enterprises and MNCs and are expanding rapidly in the SME
segment. We are the market leader in IDC services (Reliance Data Center) with
over 50% market share and are also the leading provider of MPLS-VPN and
Centrex solutions.
In the consumer segment, we offer feature rich fixed line phone services and
broadband internet access services with a unique speed select option. Our
consumer roll out to date has been predominantly in the same areas where we
8/10/2019 Manmohan Pandey
19/56
19 | P a g e
have activated our enterprise services. Our consumer and enterprise broadband
services ride on the same access and core networks. In addition to our current
consumer product offerings, we have completed trials of IPTV services in more
than 10,000 premises.
3G SERVICE INTRODUCTION
3G refers to the Third Generation mobile network,sometimes also referred
as UMTS
3G networks offers more data download speeds
Offers users advanced services e.g.: multimedia applications like video
and broadband services
3G+ & 3.5G are the names given from some operators to an upgraded 3G
network
8/10/2019 Manmohan Pandey
20/56
20 | P a g e
3G cellular technology is defined as the provision of wireless broadband data and
information services right to a person's mobile unit. Compared to the previous
technologies, 3G promises speeds ranging from 144 Kbps, which is 3 times faster
compared to the traditional 56K dial-up modem connection up to 2.4 Mbps, which
is very near cable-modem speed. The networks of 3G allows you to browse
quickly through web pages, watch on-demand video programs, download and
play music, videos and 3D games, watch streaming videos and music videos and
have a video conference with others located on the other side of the plant .
Currently, 3G technology is the most recent in mobile communications. 3G is the
shorter term for third generation, making analogue cellular technology generation
one and digital/PCS generation two. The 3G technology is planned and devised
for the real multimedia cellular phone, also known as smart phones. These tools
feature higher bandwidths and transfer rates to cater to web-based applications
and phone-based video and audio data files.The most common include CDMA2000, which is based on code division multiple
access, TD-SCDMA, which stands for Time-division Synchronous Code-division
Multiple Access and WCDMA or UMTS which stands for Wideband Code Division
Multiple Access.
3G phones are comparable to small laptops that can cater to several broadband
applications like browsing the internet, receiving streaming videos online, video
conferencing and sending and receiving faxes. The soaring towers are among the
most important element of the group, allowing the data to be transferred from one
hone to another. 3G basically is a cellular phone network protocol.
3G networks have the capability of transferring speeds up to 3 Mbps which is
equivalent to around 15 seconds for every download of a 3-minute MP3 song. To
compare, the speediest 3G cellular phones can move speeds up to 144 Kbps,
which is equivalent to around 8 minutes to download a 3-minute MP3 song. The
high data rates of 3G are recommended when downloading or acquiring
information online, as well as sending and receiving huge multimedia files.
8/10/2019 Manmohan Pandey
21/56
21 | P a g e
RELIANCE 3G SERVICES
confidential
16 of 46
3G entry in India
RCOM has emerged with a strong 3G footprint in the auction
with presence in 13 circles including all 3 metros
North East
Assam
West Bengal
Kolkata
Orissa
Bihar
MP
Rajasthan
Punjab Himachal Pradesh
J & K
Mumbai
Delhi
8/10/2019 Manmohan Pandey
22/56
22 | P a g e
MOBILE BROADBAND
Reliance Mobile is providing the best speeds (up to 28 Mbps), the fastest
download and upload speeds and providing coverage in the largest numberof areas in India
Reliance Mobile broadband will always be connected to the fastest
possible technology available (3G, EDGE, GPRS.)
The services that Reliance Mobile Broadband will offer are Dongles, phone
as modem & Mobile Internet.
When compared to HSD, Reliances 3G MBBoffers higher speeds (up to 28 Mbps
vs. 3.1 Mbps for HSD), is easy to use on any computer and offers very convenient
tariffs.
8/10/2019 Manmohan Pandey
23/56
23 | P a g e
MOBILE TV
Live TV with ~100 channels across sports, news, music , kids and general
entertainment
Video on demand offering ranging from short clips (movie trailers, songs) to
full length movies and made for mobile content (mobisodes)
VIDEO CALL
Real time two-way video and voice communication between two video-call
enabled 3G handsets
Easy to useras simple as making or receiving a voice call
Requires both calling and receiving customers to have front camera 3G
handsets in 3G coverage area.
R-WORLD
New and improved WAP portal to be launched with improved graphics and
rendering for enhanced user experienceWAP portal will be a storefront for all reliance VAS services; strong content
offering (Bollywood, international, niches like devotional)
8/10/2019 Manmohan Pandey
24/56
24 | P a g e
8/10/2019 Manmohan Pandey
25/56
8/10/2019 Manmohan Pandey
26/56
26 | P a g e
Main Studies
SWOT analysis of Reliance3g services in Lucknow.
The problems being faced by customers of reliance
communication in Lucknow.
What does Company may Gain by solving the problem
8/10/2019 Manmohan Pandey
27/56
27 | P a g e
What is SWOT Analysis
SWOT analysis is a basic, straightforward model that provides direction and
serves as a basis for the development of marketing plans. It accomplishes this
by assessing an organizations strengths (what an organization can do) and
weaknesses (what an organization cannot do) in addition to opportunities
(potential favorable conditions for an organization) and threats (potential
unfavorable conditions for an organization). SWOT analysis is an important
step in planning and its value is often underestimated despite the simplicity in
creation. The role of SWOT analysis is to take the information from the
environmental analysis and separate it into internal issues (strengths and
weaknesses) and external issues (opportunities and threats). Once this is
completed, SWOT analysis determines if the information indicates something
that will assist the firm in accomplishing its objectives (a strength or
opportunity),
SWOT analysis is a general technique which can be applied across diverse
functions and activities, but it is particularly appropriate to the early stages of
planning for a TIPD visit. Performing SWOT analysis involves generating and
recording the strengths, weaknesses, opportunities, and threats relating to a
given task. It is customary for the analysis to take account of internal resources
and capabilities (strengths and weaknesses) and factors external to the
organization (opportunities and threats).
8/10/2019 Manmohan Pandey
28/56
28 | P a g e
SWOT analysis can provide:
A framework for identifying and analyzing strengths, weaknesses,
opportunities and threats.
This checklist is for those carrying out, or participating in, SWOT analysis. It is a
simple, popular technique which can be used in preparing or amending plans,
in problem solving and decision making.
Illustrative diagram of SWOT analysis If SWOT analysis does not start with
defining a desired end state or objective, it runs the risk of being useless. A
SWOT analysis may be incorporated into the strategic planning model. An
example of a strategic planning technique that incorporates an objective-driven SWOT analysis is SCAN analysis. Strategic Planning, including SWOT and
SCAN analysis, has been the subject of much research.
Strengths: attributes of the organization those are helpful to achieving the
objective.
Weaknesses:attributes of the organization those are harmful to achieving the
objective.Opportunities: external conditions those are helpful to achieving the
objective.
Threats:external conditions that is harmful to achieving the objective.
SWOT analysis can be used for all sorts of decision-making, and the SWOT
template enables proactive thinking, rather than relying on habitual or
instinctive reactions.
The SWOT analysis template is normally presented as a grid, comprising foursections, one for each of the SWOT headings: Strengths, Weaknesses,
Opportunities, and Threats. The free SWOT template below includes sample
questions, whose answers are inserted into the relevant section of the SWOT
grid. The questions are examples, or discussion points, and obviously can be
altered depending on the subject of the SWOT analysis. Note that many of the
8/10/2019 Manmohan Pandey
29/56
29 | P a g e
SWOT questions are also talking points for other headings - use them as you
find most helpful, and make up your own to suit the issue being analyzed. It is
important to clearly identify the subject of a SWOT analysis, because a SWOT
analysis is a perspective of one thing, be it a company, a product, a
proposition, and idea, a method, or option, etc.
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
8/10/2019 Manmohan Pandey
30/56
30 | P a g e
SWOT ANALYSIS OF RELIANCE 3G SERVICES
Strength
Attractive Tariff plans
Unique VAS features
Fast Activation Process
Good Network Coverage
Good Brand image
Single Private 3G serviceprovider.
Weakness
Poor Advertisment.
Lack of awareness about 3G
services among Customers.
Lack of Competitive Strength
Poor Customercare
Opportunity
Preference of GSM over
CDMA
Customer Satisfaction by
latest services.
Increase in revenue and
market share
Can attract customers of
other operators by its
unique services
Can emerge as a market
leader in 3G services
Threat
Threat from BSNL3G cheaper
tariff plans.
New Entrants of 3G services
Market Demand is not as per
expectations.
Threat from new entrants. .
8/10/2019 Manmohan Pandey
31/56
31 | P a g e
PROBLEM BEING FACED
Lack of communication between retailers and distributor leads to
dissatisfaction among Retailers.
Competitor BSNL 3G provides services at cheaper rates.
Network problem faced in some areas like Kadma, Jugsalai, Telco,
Adityapur,Ghamaria etc.
Most of retailers are not aware about 3G services of Reliance
communication
Most of Customers are not aware about 3G services in the city
Poor Customer care Response
Improper balance cut is major problem among most of Customers.
Lack of proper sales promotion and advertisement,hordings,banners
Less promotional offers in mobile tv plans and video calling plans.
8/10/2019 Manmohan Pandey
32/56
32 | P a g e
WHAT DOES COMPANY CAN GAIN BY SOLVING THE PROBLEM
Customer Satisfaction
Retailer Satisfaction
Increase in Sale and market share
Sales Promotion
Proper Distribution Channel
Market leader in 3G services.
Good brand image among other telecom service provider Customers.
8/10/2019 Manmohan Pandey
33/56
33 | P a g e
RESEARCH METHODOLOGY
Research methodology is a way to systematically do the job. It may be
understood as a science of studying how research is done scientifically. The
most desirable approach with regards to the selection of the research
methodology depends on the nature of particular work, time and resources
available along with the desire level of accuracy.
Research Type Descriptive Research
Data Source Primary Data
Research Instrument Questionnaires, Schedules
Type of Questionnaire Structured
Sampling Unit Retailer, customers, distributors
Sampling Method Judgmental, Delibrate
Contact Method Personal Interview , schedules.
8/10/2019 Manmohan Pandey
34/56
34 | P a g e
HYPOTHESIS
H1:Customers use Reliance 3G services mostly for video calls.
H2:Customers decision of choosing 3G services are influenced mostly by value
added services.
SCOPE OF STUDY
To analyse attitude and perception of customers towards reliance 3G
services in Lucknow.
SWOT analysis of Reliance 3G services.
To analyse interest and expectations of Customers towards 3G services in
Lucknow.
To suggest some guidelines to Reliance in order to provide better focused 3G
services.
To recommend strategy that Reliance should implement for improving Customer
satisfaction towards 3G services.
To analyze marketing strategies used by Reliance for its 3G services.
Reliance communication is only private telecom service provider who is providing 3G
services in Lucknow city. It launched its 3G services in Lucknowin April.
To analyze the Customer opinion and satisfaction with specific reference to
Reliance 3g services.
8/10/2019 Manmohan Pandey
35/56
35 | P a g e
RESEARCH METHODOLOGY
For our project we have Prepaired a questionnaire consist of questions
related to measurement of attitude and perception of customers towards
Reliance 3G services.
We have Conducted survey by schedules with near about 170 Retailers of
various Lucknow Region.
Sample size of customers for our Questionnaire is 100,Out of Which 20
Customers are using 3g Services Currently.In our sample 80 customers are
Reliance Customers and 20 Customers are Non Reliance User.
We have Conducted interview with Various Distributers ,Reliance Store
Representatives and Various Official Person of Reliance.
Different Areas of Lucknow in which we Conducted Our Survey are Sakchi,
Mango, Bishtupur, Telco ,Sonari, Jugsalai, Golmuri etc.
Finally, through fieldwork, it seeks evidence to confirm or disconfirm the
hypothesis. Being quantitative this research, a) generates theories and
hypotheses b) develops instruments and methods for measurement c)
evaluates results. To collect appropriate empirical data, it employs a survey
strategy. Structured questionnaires are especially designed and are used to
collect evidences.
8/10/2019 Manmohan Pandey
36/56
36 | P a g e
Instrument for data collection:
Primary Data: Questionnaire ,Schedules with Retailers
Secondary data: Internet, newspaper, business magazines and Reliance Office
Lucknow.
Sampling Method: Stratified and cluster sampling
Sample size:100
Target Audience: Customers Visited at Various Reliance Store Big
Bazar,Customers of different areas of Lucknow.
Data Analysis: The analysis will be undertaken with a view to give a clear cut ideafrom the primary data collection. The techniques that are used in the phases of the
study are weightage average mean, and descriptive statistics.
8/10/2019 Manmohan Pandey
37/56
37 | P a g e
FINDINGS FROM QUESTIONNAIRE
86
14
0
3G Interest of customers
Interested
Not Interested
86% of Customers are interested in using 3G services.
24
76
Handset Profile
3G enable
Non 3G enable
8/10/2019 Manmohan Pandey
38/56
38 | P a g e
76% of Customers use Non 3G Handsets.
54
14
12
0
Tariff Plan
Good
Moderate
Poor
54 out of 80 customers told that tariff plans of Reliance is Good.
4614
12
8
Network Coverage
Good
Average
Poor
V.Poor
46 out of 80 Customer found Network Coverage of Reliance to be good.
8/10/2019 Manmohan Pandey
39/56
39 | P a g e
34
25
21
V.A.S.
Excellent
Good
Average
Most of Customers are satisfied with Value Added Services of Reliance.
32
18
16
14
C.C.S.
Good
Moderate
Poor
V.Poor
Customers are not at all Satissfied with Customer care service of Reliance.
8/10/2019 Manmohan Pandey
40/56
40 | P a g e
0
10
20
30
40
50
60
Monthly Plan Weekly Plan Daily Plan Not Sure
56
24
16
4
56% customer prefer monthly 3Gplans over other3G plans.
8/10/2019 Manmohan Pandey
41/56
8/10/2019 Manmohan Pandey
42/56
8/10/2019 Manmohan Pandey
43/56
43 | P a g e
Distribution of consumption of customer
Rating/facilities 1=5
pts
2=4pts 3=3pts 4=2pts 5=1pts
Video Calls 52 30 18
Mobile
Broadband
36 32 21 11
Mobile TV 8 16 34 30 12
Video
Confrencing
12 9 27 24 28
Multiplayer
Gaming
3 9 28 25 36
Others
8/10/2019 Manmohan Pandey
44/56
44 | P a g e
WEIGHTED AVERAGE MEAN METHOD
Video Calling=52*5+30*4+18*3/100=4.34
=4.34/15.57*100=27.87%
Mobile Broadband=36*5+32*4+21*3+11*2/100=3.71
=3.71/15.57*100=23.82%
Mobile Tv=8*5+16*4+34*3+30*2+12*1/100=2.78
=2.78/15.57*100=17.85%
Video Confrencing =12*5+9*4+27*3+24*2+28*1/100=2.53=2.53/15.57*100=16.24%
Multiplayer Gaming=3*5+9*4+28*3+25*2+36*1/100=2.21
=2.21/15.57*100=14.19%
Hence Hypothesis 1 found to be true as highest percentage of Customer gives
preference to video Calling over other 3G services.
By our survey with Custotomers we found that Customer gives preference to
Pricing and quality o f services over other value Added Services.
36% of customer gives preference to pricing
32% of customergives preference to Quality of services.
Only 20% of customer gives preference to Value Added services.
Hence Hypothesis 2 found to be false.
H2:Customers decision of choosing 3G services are influenced mostly by value
added services.
8/10/2019 Manmohan Pandey
45/56
45 | P a g e
CONCLUSION
Indian economy is an emerging one and is growing very fast at
the average GDP rate 8-9% so in this emerging market
competition level among telecommunication services provides
new players are coming who will necessarily intensify the
competition.3G services are very popular and helpful for
Customers and its future prospects are very good.
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.
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 ofcompetition 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.
3G services are very popular among Youths as well as
Corporate peoples as it contains unique features like ,video
calling,high speed internet etc.Customers always demand fornew features and services by their operators and 3G services
fulfill their expectations.
8/10/2019 Manmohan Pandey
46/56
46 | P a g e
RCOM cellular ltd. an Anil Ambani Group of cos. is very fast
catching up the 3Gmarket by providing unique VAS features.
The market strategies adopted by its executives are bearing
fruits and the company although being the Second one to
enter the market of Lucknow has found a suitable niche and
recognition in the consumer. 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.
To emerge as a market leader in 3G services it has to work out
and solve various issues of Customers and retailers related to
Network ,tariff plan and other issues which can lead todissatssfaction among Customer.
Market access and growth is alright but the improvement of
quality on the above counts is necessity of the time.
8/10/2019 Manmohan Pandey
47/56
47 | P a g e
FINDINGS FROM CUSTOMERS
More than 85% of Reliance Customers are interested in using 3G services.
More than 75% of mobile Customers use non-3G handsets.
Customers are satisfied with Reliance Value added services.
Most of Reliance Customers are not aware of Reliance 3G services.
Customer main Prefernce for using 3G services is Video Calling over other
Services.
Customer major Complaint about Reliance is unnecessary balance cut in
amost of areas.
Customers opinion is Reliance3G services are costlier than its Competitor
and it should reduce 3G activation charge.
Network Problem in areas like Jugsalai,Ghamaria, Adityapur, Kadma etc.
Reliance 3G Mobile Broadband speed is good. Customer Care Service of Reliance needs improvement.
Customer give weightage to monthly plans over other plans for 3G
services.
Customer give weightage to Prepaid plans over Post Paid plans for 3G
services.
Advertising and Awareness of Reliance 3G services are poor.
Lack of attractive and promotional offers in mobile tv plans and video
calling plans which can attracts new Customers.
8/10/2019 Manmohan Pandey
48/56
48 | P a g e
FINDINGS FROM RETAILERS
Most of retailers are not aware of Reliance 3G services in Jamshedpur.
Demand of Reliance 3G services are good in areas like telco, Sonari,
Jugsalai, Bistupur etc.
Complaint about unnecessary balance cut and self activation of VAS
services without Request.
Activation and Recharge problems faced by Retailers of
Mango,Jugsalai,Kadma and Ghamaria.
Distributors Response is not proper ,they donot intimate retailers about
from new offers and services of Reliance 3G services.
Reliance 3G tariff rates specially internet packs and Video calling are
costlier than its Competitors.
Poor Response of Customercare and lack of Promotional offers in video
calling and mobile tv plans.
Poor Advertisment of distinct features and Unique Selling point of
Reliance 3G services.
Network Problem in areas like Jugsalai, Kadma, Adityapur, Ghamaria and
Mango.
Reliance 3G activation charge is high and it should be reduced to attract
more Customers towards 3G services.
Most of the retailers ensnared that they are supported by the companiespersonnel & companies helpline.
8/10/2019 Manmohan Pandey
49/56
49 | P a g e
SUGGESTIONS
On the basis of extensive study and research, here are somerecommendation and suggestion which may help the company to market
the product and services OF Reliance 3G services more profitability and
increase its share in the Telecom market of Lucknow.
PROMOTIONAL ACTIVITIES
There may be some useful tools which can be summed as follows:-
Advertising Advertising should have a clear objective and message,
which has not been found in recent ads of Reliance 3G services ads.
Reliance has good brand image in the mind of Customers of Lucknow.
Every 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 andLocal newspapers.
Persuasive Advertising:- Now there is a need of persuasive advertising
for Reliance3G services which can be moved into the category of
comparative advertising. It will help the company to establish the
superiority of its brand service through specific comparison of one or
more attributes and features.
8/10/2019 Manmohan Pandey
50/56
8/10/2019 Manmohan Pandey
51/56
51 | P a g e
OTHER SUGGESTIONS
Reliance should reduce interference in its network which leads to call drop
by making its tower (base station) maintenance service more prompt.
It should install more BTS towers (base stations) of good range and of high
capacity to overcome from Network Congestion and lack of Network
Problem.
It should launch more number one of One stop solution shops to solveCustomer problems and to provide them better facility.
It should increase its Call Centre employee strength and should open new
setups to solve its customer care problems.
It should use Latest equipment and machineries to compete with its
Competitors.
It should improve its Tariff plan and introduce a more competitive plans to
attract its loyal customers as well as the new customers and it should also
reduce its 3G activation charge to attract more Customers.
It should launch a dynamic and impressive advertisement campaign in order
to attract their loyal and new customers and to make aware Customers with
unique selling point of Reliance 3G services.
Staff should be delegated with higher responsibilities in order to develop thesense of motivation to complete the tasks given with full zeal.
Training to the staff should be provided on time to time basis to hone their
skills and develop new tactics.
8/10/2019 Manmohan Pandey
52/56
52 | P a g e
There should be proper Communication and interaction between Retailers
,distributors and Reliance official in order to solve problem faced by them.
Retailers should be intimated and shoud make aware about new features and
offers of Reliance 3G services.
It should solve complaints of customer with proper Response in less time to
increase loyality and Customer Satisfaction.
8/10/2019 Manmohan Pandey
53/56
8/10/2019 Manmohan Pandey
54/56
8/10/2019 Manmohan Pandey
55/56
55 | P a g e
13. Are you satisfied with 3Gservices provided by your telecom service provider?.
Yes No
If any problem please specify
14.Please provide your suggestions if any to improve adaptability of
3G services to your telecom Service Providers?
8/10/2019 Manmohan Pandey
56/56
BIBLIOGRAPHY
BOOKS
Marketing Management - Phillip Kotler
Marketing Research - Tull & Hawkins
Buisness Research - C.R.Kothari.
MAGAZINE
Business Today
Advertising & Management
WEBSITE
Wikipedia.org
rcom.co.in
The relevant information from the internal source of the organization