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EFFECT ON 3G SALES FOR RELIANCE COMMUNICATION IN WESTERN MUMBAI

Presented by: JIBIN GEORGE MARKETING – 2010-12 Under the Guidance of : Prof: Thomas Mathew

St. Francis Institute Of Management And Research

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FLOW OF PRESENTATION

• About the Company• About the Project• Need for Study• Objective of Study• Research Methodology• Collection of Data• Analysis of Data • Findings And Interpretations• Recommendations• Future Scope• Limitations• Conclusion

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About Reliance Communication• India’s Largest Private Communication and

Information company• Flagship company of ADAG Group, Headquartered in

Navi Mumbai• Listed in NSE and BSE• Offers Wire line ,Wireless, GSM and CDMA Service• Over 135 Million Subscribers• Offers 2G , HSD, and 3G

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ABOUT THE PROJECT

• Effect on 3G Sales for Reliance in Western Mumbai• What is 3G• Why Reliance is losing its 3G Market in Western

Mumbai

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• To Find out the Factors affecting the 3G sales for Reliance communication in Western Mumbai.

NEED FOR STUDY

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OBJECTIVE OF STUDY

• To Find out the Drawbacks which led to the Decline of 3G sales for Reliance Communication In Western Mumbai.

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RESEARCH METHODOLOGY

• The Research Methodology Used here is Exploratory Research Design.

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COLLECTION OF DATA

• Primary Data collected from 100 Mobile outlets in Western Mumbai

• Secondary Data collected from Internet• Mode of Survey : Personal Interview• Sample Questions asked were1) Which companies sales person visit you the most2) Which companies 3G dongles are easy to sell3) Monthly sales of Reliance 3G Dongle in Shop

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Sample Questions Contd:

4) Main Competitor for Reliance 3G Dongle in Market5) Customers Perception on Reliance 3G6) Most Preferred Telecom Brand by Customers

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ANALYSIS OF DATA

• The study Indicates how major Telecom Players are Increasing their 3G share

• Reasons For the Decline of 3G share .

Summers\Data collected.xlsx

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ANALYSIS OF DATA

• Salesman of Airtel Visits the shop Frequently

57%

36%

4%3%

Sales persons Most visited by a Company in Western Mumbai - 2011

AirtelVodafoneRelianceOthers

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ANALYSIS OF DATA CONTD:

• Airtel is Having Maximum 3G Sale

56%

39%

4%

1%

Maximum Sale of 3G dongle in western Mumbai - 2011

AirtelVodafoneRelianceOthers

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ANALYSIS OF DATA CONTD

• Airtel is the Market leader in 3G

56%

39%

4%

1%

3G Market Share in western Mumbai - 2011

AirtelVodafoneRelianceOthers

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ANALYSIS OF DATA CONTD

• Airtel 3G Dongles are easy to sell

60%

34%

6%

3G dongles which are easy to sell in Western Mumbai

AirtelVodafoneReliance

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ANALYSIS OF DATA CONTD

• Reliance is having poor customer perception

8%

15%

75%

2%

Customer perception on 3G Dongles in Western Mumbai - 2011

RCOMVodafoneAirtelOthers

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ANALYSIS OF DATA CONTD

• Retailers are having less Monthly sales of Reliance 3G Dongle in the Shop

• Airtel and Vodafone are the main competitor for Reliance

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ANALYSIS OF DATA CONTD

• Advertisements can create effect on 3G sales

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ANALYSIS OF DATA CONTD

• Good Brand always serve better

Airtel Vodafone Idea RCOM Tata Docomo

Aircel BSNL Others0

1

2

3

4

5

6

7

8

9

Brand Preference in Telecom sector in Western Mumbai - 2011

Brand Prefernce

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ANALYSIS OF DATA CONTD

• HSD caused decline of 3G sales for Reliance

• Pricing matters for 3G• Feedback from Retailers can help Reliance

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FINDINGS AND INTERPRETATIONS

1) Evolution of 3G has increased competition among telecom players

2) Reliance is losing its 3G share in Western Mumbai.3) Airtel and Vodafone continues to be the leader in the

3G sector in Western Mumbai.4) Reliance is having poor customer response5) Innovative advertisements helped Airtel and

Vodafone to boost their 3G sales.

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FINDINGS AND INTERPRETATIONS

6) Lack of communication between retailers and salesman of Reliance caused a major decline of their 3G sales in Western Mumbai

7) Reliance lacks a good Network and Services in Western Mumbai8) Reliance 3G dongles are not providing the

estimated speed of 7.2Mb/s9) Reliance 3G pricing are expensive compared with

other players

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RECOMMENDATION

• Reliance should note that their salesman are visiting the shops regularly

• Provide Better and Quality services

• Create Effective and Innovative Ads based on 3G

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RECOMMENDATIONS CONTD

• Add some features on 3G that Reliance can only provide

• Conduct Events and Celebrity shows to Promote Reliance 3G in Western Mumbai

• Provide services to customers as well as Retailers

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FUTURE SCOPE OF STUDY

• Future of scope of study will be based on how Reliance is trying to overcome the problems that caused a major decline of their 3G sales in Western Mumbai.

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LIMITATIONS OF STUDY

• 3G has introduced recently in India

• Actual market share of 3G in Western Mumbai can vary

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CONCLUSION

• 3G has given chances to telecom players to increase their sales in Western Mumbai.

• Reliance should adopt some effective marketing strategies to promote their sales.

• Reliance should know the fact that people of Western Mumbai are more price conscious and are looking for good brand image, network and services.

• Effective strategies can help Reliance to build a strong 3G market in Western Mumbai.

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MY LEARNINGS

• Customers of Western Mumbai are more relying on telecom operators who can provide them better and quality Network and Services

• Reliance communication has lost its good image• Airtel and Vodafone captured the heart and minds of

people of Western Mumbai• Reliance should adopt some Marketing strategies,

otherwise they may lose their existing 3G share also

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REFERENCES• Websites• Ref 1: International journal of Economics and Management by Ahmad S.Z. and Basir sah on

Sales skills.• Ref 2: www.microviews.org• Ref 3: Dancing to your tunes by Nandana Das (Afaqs Reporter)• Ref 4: Zainuein Bin Dahari, Muhammad sabir Rahman. The research conducted by these people

described how a quality improvement strategy was put in place on the basis of a model which relates overall customer satisfaction to its various attributes under Malaysian Telecom Environment.

• Ref 5: Article by John Biggs. (www.mobilecrunch.com)• Ref 6: www.totaltele.com• Ref 7: www.rcom.co.in• Books• Market Research: Naresh K Malhotra• • Primary Reference: • Retailers of Western Mumbai

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THANK YOU