PROJECT REPORT ON-

SALES PROMOTION OF RELIANCE

GSM SERVICES

IN
PARTIAL FULLFILLMENT OF THE MASTER OF
BUSINESS ADMINISTRATION

SUBMITTED BY

DUTIKRUSHNA SAHU
Regd. 0941333043

Under The Guidance Of

Miss.Alaka Samantaray

INSTITUTE OF BUSINESS &

COMPUTER STUDIES
BHUBANESWAR, ORISSA, INDIA.
 BONAFIDE CERTIFICATE

This is to certify that Mr. Dutikrushna sahu, is a

4th Trimester MBA student bearing Regd.

No.0941333043 has been found Satisfactory in

the continuous internal evaluation of SIP report

entitled “Sales Promotion of Reliance

Communication” for the requirement of MBA

Program under Siksha O Anusandhan

University, Bhubaneswar, Orissa for the

academic year 2009-2010.

Date: Signature of the

Faculty Guide

Miss. Alaka
Samantaray

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ACKNOWLEDGEMENT

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

providing necessary information during various stages of project thereby making it
successful.

It is a great privilege to express deep sense of gratitude and in debt ness to the Retail
and Sales Manager Mr.Biswajit Pattnaik, for his keen interest, constant
encouragement and indefatigable enthusiastic guidance.

I am also thankful to my Guide Alaka Samantaray, Faculty, MBA, IBCS for his
help in my documentation.

Last but not the least I expres my sincere thanks to my friends who have extended
their help in completion of this project report.

DUTIKRUSHNA SAHU
Regd.0941333043

ii
EXECUTIVE SUMMARY

Sales promotion, a key ingredient in marketing campaigns, consists of collections of

incentive tools, mostly short term, designed to stimulate quicker or greater purchase
of particular products or services by consumers or the trade. Sales promotion includes
tools for consumer promotion (samples. coupons, cash refund offers, premiums, free
trials, warranties, point-of-purchase displays, demonstrations); trade sales promotion
(prices off, advertising and display allowances and free goods).

Since an increase in profits is the major goal of a company that introduces a product
into a market, the sales promotion is very important. The understanding of sales
promotion, can help a company to understand and realize when it is time to introduce
sales promotions and its position in the market compared to competitors.

Companies spend large amounts of money on business and sales force promotion
tools. These tools are used to gather business leads, impress and reward customers,
and motivate the sales force to greater effort.

Therefore it is very important to understand the sales promotions for a Business firm
or industry to generate both sales & profits.

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iv
TABLE OF CONTENTS
ACKNOWLEDGEMENT...................................................................................ii

EXECUTIVE SUMMARY.................................................................................iii

TABLE OF CONTENTS...................................................................................v

LIST OF FIGURES.......................................................................................viii

LIST OF TABLE.............................................................................................ix

1. INTRODUCTION........................................................................................1

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

1.1.1 Indian Telecom Sector..................................................................2

1.1.2 Market Size, Players and Trends:- ...............................................3

1.2 Purpose of Study................................................................................5

1.3 Scope of study....................................................................................5

1.4 Objectives of the Study......................................................................5

2. COMPANY PROFILE..................................................................................7

2.1 Vision..................................................................................................8

2.2 RELIANCE – Anil Dhirubhai Ambani Group..........................................8

2.3 Structure............................................................................................9

2.4 Reliance Symbol.................................................................................9

2.5 Reliance Brand Colours....................................................................10

2.6 Chairman’s Profile............................................................................10

2.7 About GSM .........12

2.7.1 Reliance GSM ............................................................................12

2.8 Promotion.........................................................................................15

2.8.1 Advertising.................................................................................15

2.8.2 Personal Selling..........................................................................16

2.8.3 Publicity......................................................................................16

2.8.4 Public Relation............................................................................16

2.8.5 Sales Promotion.........................................................................17

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2.9 What is Sales Promotion ?................................................................17

2.9.1 Sales Promotion Strategies........................................................20

2.9.2 Sales Promotion Techniques ....................................................21

Consumer sales Promotions...................................................................21

Trade Sales Promotions..........................................................................22

Consumer sales promotion techniques:.................................................22

2.9.3 Types of Sales Promotion...........................................................23

Consumer Sales Promotion....................................................................23

Coupons:.............................................................................................24

Rebates:..............................................................................................25

Promotional Pricing:............................................................................26

Trade-In:..............................................................................................26

Loyalty Programs:...............................................................................27

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

Free Product:.......................................................................................27

Premiums:...........................................................................................28

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

Demonstrations:..................................................................................28

Personal Appearances:........................................................................29

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

such as an author, sports figure or celebrity, is another form of sales
promotion capable of generating customer traffic to a physical location.
However, as with demonstrations, personal appearance promotion can
be expensive since the marketer normally must pay a fee for the person
to appear................................................................................................29

Trade Sales Promotions:.........................................................................29

Point-of-Purchase Displays:.................................................................29

Advertising Support Programs:............................................................30

Short Term Trade Allowances:............................................................30

Sales Incentives or Push Money:.........................................................30

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 Promotional Products:.........................................................................31

Trade Shows:.......................................................................................31

Business-to-Business Sales Promotions:.................................................31

2.9.4 Trends in Sales Promotion..........................................................32

Electronic Delivery:.............................................................................32

Tracking:.............................................................................................32

Internet Communication:....................................................................33

Clutter and Need for Creativity:..........................................................33

Customers Expectations:.....................................................................33

2.9.5 Sales Promotion Tool Adopted by R.Comm. for GSM..................34

2.9.6 SWOT Analysis of Reliance’s GSM..............................................34

3. METHODOLOGY.....................................................................................35

3.1 Design of the Study..........................................................................35

3.2 Data Collection Source ....................................................................35

3.3 Sampling..........................................................................................35

3.4 Sample Size......................................................................................36

3.5 Sample Technique............................................................................36

3.6 Field Work Details............................................................................36

3.7 Limitations of the Research..............................................................36

4. ANALYSIS...............................................................................................37

4. CONCLUSION & FINDINGS.....................................................................45

5. METHODOLOGIES..................................................................................46

6. SUGGESTIONS.......................................................................................47

ANNEXURE .................................................................48

BIBLIOGRAPHY...........................................................................................51

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LIST OF FIGURES

Fig 1.1 Telecom Company’s Logo................................................................3

Fig 1.2 Market share of wireless service......................................................4

Fig 2.1 Structure of Organization.................................................................9

Fig 2.2 Market share of GSM......................................................................13

Fig 2.3 GSM Subscriber Growths................................................................14

Fig 2.4 GSM & CDMA Market Share...........................................................14

Fig 4.1 The Telecom leader in Berhampur.................................................37

Fig 4.2 Percentage of GSM and CDMA.......................................................37

Fig 4.3 Reasons for using a Telecom service Provide................................38

Fig: 4.4 Promotional tool is effective.........................................................38

Fig: 4.5 Sales Promotional tool is effective................................................38

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LIST OF TABLE

Table 1.1 Subscriber Base of wireless Operators.........................................4

Table 2.1 Service Providers Market share.................................................13

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1. INTRODUCTION
Exactly ten years ago, Jyoti Basu in Calcutta called Sukh Ram in Delhi in what was
the first mobile phone call in India. Brick sized cell phones used to cost Rs. 45,000
and each call costed Rs. 16.5/minute. Back then, cell phone was a status symbol.
Today, there are over 60 million mobile connections in India (expected to double in
number in next 12 months). A local call costs around less than Rs 1/min and a cell
phone can be purchased for less than Rs. 2000.

1.1 General Overview of Indian Telecom Industry

The Indian telecom market has been displaying sustained high growth rates. Riding
on expectations of overall high economic growth and consequent rising income levels,
it offers an unprecedented opportunity for foreign investment. A combination of
factors is driving growth in the telecom market, promising rich returns on
investments.
• India is the fourth largest telecom market in
• Asia after China, Japan and South Korea.
• The Indian telecom network is the eighth largest in the world and the second
largest among emerging economies.
• The Indian telecom market size of over US $ 8 billion is expected to increase
three fold by 2012. The expansion of the telecom industry in India has been
fuelled by a massive growth in mobile phone users, which has reached a level of
10 million users in December 2002, an increase of nearly 100 per cent in 2002.

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• This exponential growth of mobile telephony can be attributed to the introduction
of digital cellular technology and decrease in tariffs due to competitive pressures.
For the first time in India, the growth of cellular subscriber base has exceeded the
fixed line subscriber base. However, cellular penetration is still 1 per cent as
compared to world average of around 16 per cent.

1.1.1 Indian Telecom Sector

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

• The Indian telecom sector can be broadly classified into Fixed Line Telephony
and mobile telephony. The major players of the telecom sector are experiencing a
fierce competition in both the segments.
• The major players like BSNL, MTNL, VSNL in the fixed line and Reliance,
Airtel, Vodafone, Idea, Tata, in the mobile segment are coming up with new
tariffs and discount schemes to gain the competitive advantage.
• The Public Players and the Private Players share the fixed line and the mobile
segments. Currently the Public Players have more than 60% of the market share.

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1.1.2 Market Size, Players and Trends:-

Both fixed line and mobile segments serve the basic needs of local calls, long distance
calls and the international calls, with the provision of broadband services in the fixed
line segment and GPRS in the mobile arena. Traditional telephones have been
replaced by the codeless and the wireless instruments.

Fig 1.1 Telecom Company’s Logo

• Mobile phone providers have also come up with GPRS- enabled multimedia
messaging, Internet surfing, and mobile-commerce.
• The much-awaited 3G mobile technology has entered in the Indian telecom
market.
• The GSM, CDMA, WLL service providers are all upgrading them to provide
3G mobile services.

3
• Radio services have also been incorporated in the mobile handsets, along with
other applications like high storage memory, multimedia applications, multimedia
games, MP3 Players, video generators, Camera's, etc. The value added services
provided by the mobile service operators contribute more than 10% of the total
revenue.
• The 2009 budget has brought further relief to the customers with the reduction
in the tariffs, both local and long distance, and with slashing down the roaming
rentals. This is likely to lead to even more people going for cellular services and
more and more use of the value added services.
• However, landline telephony is likely to remain popular, too, in the
foreseeable future. MTNL, the largest landline service provider, has recently taken
some bold initiatives to retain its market share and, if possible, expand it.

Fig 1.2 Market share of wireless service

Table 1.1 Subscriber Base of wireless Operators

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1.2 Purpose of Study

The purpose of this project is to understand the promotional mix especially the sales
promotion of Reliance Communication. How Reliance Communication uses sales
promotion as their promotion tool for short term profits rather than any other tools.
This study also focuses on making people aware of Sales promotion.

1.3 Scope of study

• Companies are looking to get a competitive edge

• Quick returns are possible for short term profits
• More consumers are looking for promotions before purchase
• Channel members putting pressure on manufacturers for promotions

1.4 Objectives of the Study

• To introduce new products

• To attract new customers and retain the existing ones

• To maintain sales of seasonal products

• To meet the challenge of competition

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• To support the advertising program.

• To support the sales team drive

• To support the sales channels - trade.

• To accelerate the sales

• To drive the people traffic to the point of sales.

• To stimulate the people to make the buying decision.

• To influence the people to choose a particular brand.

• To help the retail to move the merchandise

• To help to liquidate the stocks.

• To help to overcome the competition.

• To help to gain the market share

• To draw the customers' attention towards the product on the shelf.

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2. COMPANY PROFILE

Reliance Communications is the flagship company of the Anil Dhirubhai Ambani

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

It is ranked among Asia's 6 Topmost Valuable Telecom Companies and is India's

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

The company has established a pan-India, next generation, integrated (wireless and
wire line), convergent (voice, data and video) digital network that is capable of
supporting best-of-class services spanning the entire Infocomm value chain, covering
over 6000 towns and 3,00,000 villages. Reliance Communications owns and operates
World's largest next generation IP enabled connectivity infrastructure,
comprising over 150,000 kilometers of fiber optic cable systems in India, USA,
Europe, Middle East and the Asia Pacific region. The company's subsidiary, FLAG
Telecom owns World's largest private undersea cable system, spanning 65,000
kilometers connects the top business centers in developed and emerging markets
across 6 continents.

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2.1 Vision

“We will leverage our strengths to execute complex global-scale projects to facilitate
leading-edge information and communication services affordable to all individual
consumers and businesses in India.

We will offer unparalleled value to create customer delight and enhance business
productivity.

We will also generate value for our capabilities beyond Indian borders and enable
millions of India's knowledge workers to deliver their services globally.”

2.2 RELIANCE – Anil Dhirubhai Ambani Group

The Reliance – Anil Dhirubhai Ambani Group is an offshoot of the Reliance Group
and is among India’s top three private sector business houses on all major financial
parameters, with a market capitalization of Rs 100,000 crore (US$ 22 billion), net
assets in excess of Rs 31,500 crore (US$ 7 billion), and net worth to the tune of Rs
27,500 crore (US$ 6 billion).

Across different companies, the group has a customer base of over 50 million, the

largest in India, and a shareholder base of over 8 million, among the largest in the

world. Through its products and services, the Reliance - ADA Group touches the life

of 1 in 10 Indians every single day. It has a business presence that extends to over

4,500 towns and 300,000 villages in India, and 5 continents across the world.

The interests of the Group range from communications (Reliance Communications)

and financial services (Reliance Capital Ltd), to generation, transmission and

distribution of power (Reliance Energy), infrastructure and entertainment.

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2.3 Structure

Fig 2.1 Structure of Organization

2.4 Reliance Symbol

Our symbol “Reliance APEX” conveys the spirit of excellence the human urge for
progress, the desire to reach higher, the resolve to “shape a better future”.

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The APEX is the highest point – the pinnacle – an abiding symbol of hope and
optimism, achievement and success.

The blue in Reliance APEX represents the inner strength, the self belief, the quiet
confidence the sense of purpose that go into the making of an epic journey.

The red in Reliance APEX represents the energy and dynamism that propels one to
the pinnacle of one’s ambition.

The multi dimensional look conveys our deepest appreciation for the rich diversity of
human life and human desires – the unifying basis for our varied business interest.

 RELIANCE COMMUNICATION PUNCH LINE:-

“KAR LO DUNIYA MUTHI MEIN”

2.5 Reliance Brand Colours

The majestic BLUE represents stability, confidence self assurance and optimism.

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

2.6 Chairman’s Profile

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Reliance Communications Limited founded by the late Shri. Dhirubhai H Ambani
(1932-2002) is the flagship company of the Reliance Anil Dhirubhai Ambani Group.
It is India's foremost truly integrated telecommunications service provider. With a
customer base of over 36 million including close to one million individual overseas
retail customers, Reliance Communications ranks among the top ten Asian Telecom
companies. Its corporate clientele includes 600 Indian, 250 multinational corporations
and over 200 global carriers and owns and operates the world's largest next
generation, IP enabled connectivity infrastructure, comprising over 150,000
kilometers of fiber optic cable systems in India, USA, Europe, Middle East and the
Asia Pacific region.

• Regarded as one of the foremost corporate leaders of contemporary India, Shri

Anil D Ambani, 48, is the chairman of all listed companies of the Reliance ADA
Group, namely, Reliance Communications, Reliance Capital, Reliance Energy and
Reliance Natural Resources.
• He is also the president of the Dhirubhai Ambani Institute of Information and
Communications Technology, Gandhinagar
• An MBA from the Wharton School of the University of Pennsylvania, Shri
Ambani accredited with pioneering several financial innovations in the Indian
capital markets. He spearheaded the country’s first forays into overseas capital
markets with International public offerings of global depositary receipts,
convertibles and bonds.
• Under his chairmanship, the constituent companies of the Reliance ADA
group have raised nearly US$ 3 billion from global financial markets in a period
of less than 15 months.

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 • Shri Ambani has been associated with a number of prestigious academic
institutions in India and abroad.
• Selected by Asia week magazine for its list of 'Leaders of the Millennium in
Business and Finance' and was introduced as the only 'new hero' in Business and
Finance from India, June1999.

2.7 About GSM

• GSM entered India in August 1995.

• Mobile revolution began in Kolkata.
• Handset costs-40,000 & Call tariff- 17 Rs/min.
• In the initial 5-6 years the average monthly subscribers additions were around
0.05 to 0.1 million only and the total mobile subscribers base in December 2002
stood at 10.5 millions.

2.7.1 Reliance GSM

On the 30th December 2008, Reliance Communications became the first telecom
operator in the history of Indian telecommunications to simultaneously launch its
GSM services in 17 circles, namely Andhra Pradesh, Chennai, Delhi, Gujarat,
Haryana, Jammu & Kashmir, Karnataka, Kerala, Maharashtra, Mumbai, Punjab,
Rajasthan, Tamil Nadu, Uttar Pradesh(East & West) thereby establishing itself as a
pan-India operator.[4] It already operates GSM services in 8 circles namely Assam,
Bihar & Jharkhand, Himachal Pradesh, Kolkata, Madhya Pradesh & Chhattisgarh,
North Eastern states, Orissa, West Bengal.

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 Fig 2.2 Market share of GSM

Table 2.1 Service Providers Market share

13
Fig 2.3 GSM Subscriber Growths

Fig 2.4 GSM & CDMA Market Share

14
 2.8 Promotion

• An element of marketing mix

• Communication techniques aimed at informing, influencing, and persuading to
buy or use a particular product.

PROMOTION

Publicity

Advertising
Sales
Promotio Persona Public
n l Selling Relatio
n
2.8.1 Advertising

“Advertising is a paid form of non-personal presentation of goods and services by

an identifying sponsor to reach out the maximum number of audience.”

PROS CONS

 Wide coverage  Expensive

 Awareness/Hype  Impersonal
 Control of message  One way communication
 Can be used to build  Lacks flexibility
brand loyalty

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2.8.2 Personal Selling

“Personal selling takes place when a sales person interacts face to face with its
potential buyer and tries to persuade him to purchase the product or service which he
is promoting on behalf of a company.”

PROS CONS

 Great attention  High cost

 Message is customized  Labor intensive
 Persuasive impact  Expensive
 Potential for development of  Can only reach limited no. of
relationship customers
 Adaptable
 Opportunity to close sale call

2.8.3 Publicity

• It is a communication about an organization and its products to the public

• Overall cost of publicity is much lower than the cost of Advertising.
• It is non-paid form.

2.8.4 Public Relation

• Its is an effort to establish and maintain goodwill and mutual understanding

between an organization and its public
• Its work is to transform the neutral opinions of the public into positive opinions.

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2.8.5 Sales Promotion

PROS CONS

 Short-term sales increase  Relatively very high cost

 Create experience for consumers  Only short-term

and associate a company’s brand  Create pricing and inventory
with certain lifestyles and problems for consumers
activities
 No immediate effect
 Encourage consumers to buy larger
 Length of time to accumulate
sizes
points
 A way of developing customer
 Price cutting -Brand image
loyalty

 A way of developing brand equity

 Offering a price reduction without

having to rely on retailers

 Allows consumers to experience a

product directly
 An effective promotional device to
induce trial

 An effective promotional device

2.9 What is Sales Promotion ?

Sales promotion - Short-term incentives to encourage the purchase or sale of a

product or service.

Sales promotion describes promotional methods using special short-term techniques

to persuade members of a target market to respond or undertake certain activity. As a
reward, marketers offer something of value to those responding generally in the form
of lower cost of ownership for a purchased product (e.g., lower purchase price, money
back) or the inclusion of additional value-added material (e.g., something more for the
same price).

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Sales promotions are often confused with advertising. For instance, a television
advertisement mentioning a contest awarding winners with a free trip to a Caribbean
island may give the contest the appearance of advertising. While the delivery of the
marketer’s message through television media is certainly labeled as advertising, what
is contained in the message, namely the contest, is considered a sales promotion. The
factors that distinguish between the two promotional approaches are:

• Whether the promotion involves a short-term value proposition (e.g., the contest is
only offered for a limited period of time), and
• The customer must perform some activity in order to be eligible to receive the
value proposition (e.g., customer must enter contest).

The inclusion of a timing constraint and an activity requirement are hallmarks of sales
promotion.

Sales promotions are used by a wide range of organizations in both the consumer and
business markets, though the frequency and spending levels are much greater for
consumer products marketers. One estimate by the Promotion Marketing Association
suggests that in the US alone spending on sales promotion exceeds that of advertising.

Sales promotion is a tool used to achieve most of the five major promotional
objectives:-

1. Building Product Awareness:

Several sales promotion techniques are highly effective in exposing customers to
products for the first time and can serve as key promotional components in the early
stages of new product introduction.

Additionally, as part of the effort to build product awareness, several sales promotion
techniques possess the added advantage of capturing customer information at the time
of exposure to the promotion. In this way sales promotion can act as an effective
customer information gathering tool (i.e., sales lead generation), which can then be
used as part of follow-up marketing efforts.
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2. Creating Interest:
Marketers find that sales promotions are very effective in creating interest in a
product. In fact, creating interest is often considered the most important use of sales
promotion. In the retail industry an appealing sales promotions can significantly
increase customer traffic to retail outlets.

Internet marketers can use similar approaches to bolster the number of website
visitors. Another important way to create interest is to move customers to experience
a product. Several sales promotion techniques offer the opportunity for customers to
try products for free or at low cost.

3. Providing Information:
Generally sales promotion techniques are designed to move customers to some action
and are rarely simply informational in nature. However, some sales promotions do
offer customers access to product information. For instance, a promotion may allow
customers to try a fee-based online service for free for several days. This free access
may include receiving product information via email.

4. Stimulating Demand:
Next to building initial product awareness, the most important use of sales promotion
is to build demand by convincing customers to make a purchase. Special promotions,
especially those that lower the cost of ownership to the customer (e.g., price
reduction), can be employed to stimulate sales.

5. Reinforcing the Brand:

Once customers have made a purchase sales promotion can be used to both encourage
additional purchasing and also as a reward for purchase loyalty (see loyalty programs
below). Many companies, including airlines and retail stores, reward good or
“preferred” customers with special promotions, such as email “special deals” and
surprise price reductions at the cash register.

Sales promotion includes several communications activities that attempt to provide

added value or incentives to consumers, wholesalers, retailers, or other organizational
19
customers to stimulate immediate sales. These efforts can attempt to stimulate product
interest, trial, or purchase. Examples of devices used in sales promotion include
coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and
sweepstakes.

2.9.1 Sales Promotion Strategies

There are three types of sales promotion strategies:

1. Push 2. Pull 3. Combination of push &pull.

1. A push strategy involves convincing trade intermediary channel members to

"push" the product through the distribution channels to the ultimate consumer via
promotions and personal selling efforts. The company promotes the product through a
reseller who in turn promotes it to yet another reseller or the final consumer. Trade-
promotion objectives are to persuade retailers or wholesalers to carry a brand, give a
brand shelf space, promote a brand in advertising, and/or push a brand to final
consumers. Typical tactics employed in push strategy are: allowances, buy-back
guarantees, free trials, contests, specialty advertising items, discounts, displays, and
premiums.

2. A pull strategy attempts to get consumers to "pull" the product from the
manufacturer through the marketing channel. The company focuses its marketing
communications efforts on consumers in the hope that it stimulates interest and
demand for the product at the end-user level. This strategy is often employed if
distributors are reluctant to carry a product because it gets as many consumers as
possible to go to retail outlets and request the product, thus pulling it through the
channel. Consumer-promotion objectives are to entice consumers to try a new
product, lure customers away from competitors’ products, get consumers to "load up"

20
on a mature product, hold & reward loyal customers, and build consumer
relationships. Typical tactics employed in pull strategy are: samples, coupons, cash
refunds and rebates, premiums, advertising specialties, loyalty programs/patronage
rewards, contests, sweepstakes, games, and point-of-purchase (POP) displays.

3. Car dealers often provide a good example of a combination strategy. If you pay
attention to car dealers' advertising, you will often hear them speak of cash-back
offers and dealer incentives.

Tools of Sales Promotion are:-

• Coupons
• Discounts
• Contest
• Point of purchase displays
• Rebates
• Free Samples (in the case of food items)
• Gifts and incentive items
• Free travel, such as free flights
 Sales promotions targeted at the consumer are called consumer sales
promotions. Sales promotions targeted at retailers and wholesale are called
trade sales promotions.

2.9.2 Sales Promotion Techniques

Consumer sales Promotions.

Sales promotions targeted at the consumer are called consumer sales promotions.

21
Trade Sales Promotions.
Sales promotions targeted at retailers and wholesale are called trade sales
promotions.

Consumer sales promotion techniques:

• Price deal: A temporary reduction in the price, such as happy hour.
• Loyalty rewards program: Consumers collect points, miles, or credits for
purchases and redeem them for rewards. Two famous examples are Pepsi stuff
Cents-off deal: Offers a brand at a lower price. Price reduction may be a
percentage marked on the package.
• Price-pack deal: The packaging offers a consumer a certain percentage more of
the product for the same price (for example, 25 percent extra).
• Coupons: coupons have become a standard mechanism for sales promotions.
• Loss leader: the price of a popular product is temporarily reduced in order to
stimulate other profitable sales
• Free-standing insert (FSI): A coupon booklet is inserted into the local newspaper
for delivery.
• On-shelf couponing: Coupons are present at the shelf where the product is
available.
• Checkout dispensers: On checkout the customer is given a coupon based on
products purchased.
• On-line couponing: Coupons are available on line. Consumers print them out and
take them to the store.
• Mobile couponing: Coupons are available on a mobile phone. Consumers show
the offer on a mobile phone to a salesperson for redemption.
• Online interactive promotion game: Consumers play an interactive game
associated with the promoted product. See an example of the Interactive Internet
Ad for tomato ketchup.
• Rebate: Consumers are offered money back if the receipt and Barcode are mailed
to the producer.
• Contests/sweepstakes/games: The consumer is automatically entered into the
event by purchasing the product.
• Point-of-sale displays
22
Trade sales promotion techniques:
• Trade allowances: short term incentive offered to induce a retailer to stock up on a
product.
• Dealer loader: An incentive given to induce a retailer to purchase and display a
product.
• Trade contest: A contest to reward retailers that sell the most product.
• Point-of-purchase displays: Extra sales tools given to retailers to boost sales.
• Training programs: dealer employees are trained in selling the product.
• Push money: also known as "spiffs". An extra commission paid to retail
employees to push products.

2.9.3 Types of Sales Promotion

Sales promotion can be classified based on the primary target audience to whom the
promotion is directed. These include:

Consumer Sales Promotion

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

While tying a promotion to an immediate purchase is a major use of consumer sales

promotion, it is not the only one. As we noted above, promotion techniques can be
used to achieve other objectives such as building brand loyalty or creating product
awareness. Consequently, a marketer’s promotional toolbox contains a large variety
of consumer promotions.

Next we discuss the following 11 types of consumer sales promotions:

• Coupons
• Rebates

23
• Promotional Pricing
• Trade-In
• Loyalty Programs
• Sampling and Free Trials
• Free Product
• Premiums
• Contests and Sweepstakes
• Demonstrations
• Personal Appearances

Coupons:
Most consumers are quite familiar with this form of sales promotion, which offers
purchasers price savings or other incentives when the coupon is redeemed at the time
of purchase. Coupons are short-term in nature since most (but not all) carry an
expiration date after which the value may not be received. Also, coupons require
consumer involvement in order for value to be realized. In most cases involvement
consists of the consumer making an effort to obtain the coupon (e.g., clip from
newspaper) and then presenting it at the time of purchase.
Coupons are used widely by marketers across many retail industries and reach
consumers in a number of different delivery formats including:

• Free-Standing Inserts (FSI) – Here coupon placement occurs loosely (i.e.,

inserted) within media, such as newspapers and direct mail, and may or may not
require the customer to cut away from other material in order to use.
• Cross-Product – These consist of coupons placed within or on other products.
Often a marketer will use this method to promote one product by placing the
coupon inside another major selling product. For example, a pharmaceutical
company may imprint a coupon for a cough remedy on the box of a pain
medication. Also, this delivery approach is used when two marketers have struck
a cross promotion arrangement where each agrees to undertake certain marketing
activity for the other.

24
• Printout – A delivery method that is common in many food stores is to present
coupons to a customer at the conclusion of the purchasing process. These
coupons, which are often printed on the spot, are intended to be used for a future
purchase and not for the current purchase which triggered the printing.
• Product Display – Some coupons are nearly impossible for customers to miss as
they are located in close proximity to the product. In some instances coupons may
be contained within a coupon dispenser fastened to the shelf holding the product
while in other cases coupons may be attached to a special display (see POP
display below) where customers can remove them (e.g., tear off).
• Internet – Several specialized websites, such as HotCoupons.com, and even some
manufacturer’s sites, allow customers to print out coupons. These coupons are
often the same ones appearing in other media, such as newspapers or direct mail.
In other cases, coupons may be sent via email, though to be effective the
customer’s email program must be able to receive HTML email (and not text
only) in order to maintain required design elements (e.g., bar code).
• Electronic – The Internet is also seeing the emergence of new non-printable
coupons redeemable through website purchases. These electronic coupons are
redeemed when the customer enters a designated coupon code during the purchase
process.

Rebates:
Rebates, like coupons, offer value to purchasers typically by lowering the customer’s
final cost for acquiring the product. While rebates share some similarities with
coupons, they differ in several keys aspects. First, rebates are generally handed or
offered (e.g., accessible on the Internet) to customers after a purchase is made and
cannot be used to obtain immediate savings in the way coupons are used. (So called
“instant rebates”, where customers receive price reductions at the time of purchase,
have elements of both coupons and rebates, but for our purposes we will classify these
as coupons due to the timing of the reward to the customer).

Second, rebates often request the purchaser to submit personal data in order to obtain
the rebate. For instance, customer identification, including name, address and contact
information, is generally required to obtain a rebate. Also, the marketer may ask

25
those seeking a rebate to provide additional data such as indicating the reason for
making the purchase.
Third, unlike coupons that always offer value when used in a purchase (assuming it is
accepted by the retailer), receiving a rebate only guarantees value if the customer
takes actions. Marketers know that not all customers will respond to a rebate. Some
will misplace or forget to submit the rebate while others may submit after a required
deadline. Marketers factor in the non-redemption rate as they attempt to calculate the
cost of the rebate promotion.

Finally, rebates tend to be used as a value enhancement in higher priced products

compared to coupons. For instance, rebates are a popular promotion for automobiles
and computer software where large amounts of money may be returned to the
customer.

Promotional Pricing:
One of the most powerful sales promotion techniques is the short-term price reduction
or, as known in some areas, “on sale” pricing. Lowering a product’s selling price can
have an immediate impact on demand, though marketers must exercise caution since
the frequent use of this technique can lead customers to anticipate the reduction and,
consequently, withhold purchase until the price reduction occurs again.

As we will see in a later tutorial, promotional pricing is also considered within the
framework of the Price marketing mix component. More on of this technique will be
provided in that discussion.

Trade-In:
Trade-in promotions allow consumers to obtain lower prices by exchanging
something the customer possess, such as an older product that the new purchase will
replace. While the idea of gaining price breaks for trading in another product is most
frequently seen with automobile sales, such promotions are used in other industries,
such as computers and golf equipment, where the customer’s exchanged product can
be resold by the marketer in order to extract value.

26
Loyalty Programs:
Promotions that offer customers a reward, such as price discounts and free products,
for frequent purchasing or other activity are called loyalty programs. These
promotions have been around for many years but grew rapidly in popularity when
introduced in the airline industry as part of frequent-filer programs. Loyalty programs
are also found in numerous other industries, including grocery, pizza purchasing and
online book purchases, where they may also be known as club card programs since
members often must use a verification card as evidence of enrollment in the program.
Many loyalty programs have become ingrained as part of the value offered by a
marketer. That is, a retailer or marketing organization may offer loyalty programs as
general business practice. Under this condition loyalty program does not qualify as a
sales promotion since it does not fit the requirement of offering a short-term value
(i.e., it is always offered). However, within a general business practice loyalty
program a sales promotion can be offered, such as special short-term offer that lowers
the number of points needed to acquire a free product.

Sampling and Free Trials:

Enticing members of a target market to try a product is often easy when the trial
comes at little or no cost to the customer. The use of samples and free trials may be
the oldest of all sales promotion techniques dating back to when society advanced
from a culture of self-subsistence to a culture of trade.
Sampling and free trials give customers the opportunity to experience products, often
in small quantities or for a short duration, without purchasing the product. Today,
these methods are used in almost all industries and are especially useful for getting
customers to try a product for the first time.

Free Product:
Some promotional methods offer free products but with the condition that a purchase
be made. The free product may be in the form of additional quantities of the same
purchased product (e.g., buy one, get one free) or specialty packages (e.g., value pack)
that offer more quantity for the same price as regular packaging.

27
 Premiums:
Another form of sales promotion involving free merchandise is premium or “give-
away” items. Premiums differ from samples and free product in that these often do
not consist of the actual product, though there is often some connection. For example,
a cell phone manufacturer may offer access to free downloadable ring tones for those
purchasing a cell phone.

Contests and Sweepstakes:

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

Contests are special promotions awarding value to winners based on skills they
demonstrate compared to others. For instance, a baking company may offer free
vacations to winners of a baking contest. Contest award winners are often determined
by a panel of judges.

Sweepstakes or drawings are not skill based but rather based on luck. Winners are
determined by random selection. In some cases the chances of winning may be
higher for those who make a purchase if entry into the sweepstake occurs
automatically when a purchase is made. But in most cases, anyone is free to enter
without the requirement to make a purchase.

Demonstrations:
Many products benefit from customers being shown how products are used through a
demonstration. Whether the demonstration is experienced in-person or via video
form, such as over the Internet, this promotional technique can produce highly
effective results. Unfortunately, demonstrations are very expensive to produce.

Costs involved in demonstrations include paying for the expense of the demonstrator,
which can be high if the demonstrator is well-known (e.g., nationally known chef),
and also paying for the space where the demonstration is given.

28
Personal Appearances:
An in-person appearance by someone of interest to the target market, such as an
author, sports figure or celebrity, is another form of sales promotion capable of
generating customer traffic to a physical location. However, as with
demonstrations, personal appearance promotion can be expensive since the
marketer normally must pay a fee for the person to appear.

Trade Sales Promotions:

Promotion Decisions, certain promotions can help “push” a product through the
channel by encouraging channel members to purchase and also promote the product to
their customers. For instance, a trade promotion aimed at retailers may encourage
retailers to instruct their employees to promote a marketer’s brand over competitors’
offerings. With thousands of products competing for limited shelf space, spending on
trade promotion is nearly equal that spent on consumer promotions.

Many sales promotions aimed at building relationships with channel partners follow
similar designs as those directed to consumers including promotional pricing, contests
and free product. In addition to these, several other promotional approaches are
specifically designed to appeal to trade partners. These approaches include:

• Point-of-Purchase Displays
• Advertising Support Programs
• Short Term Allowances
• Sales Incentives or Push Money
• Promotional Products
• Trade Shows

Point-of-Purchase Displays:
Points of purchase (POP) displays are specially designed materials intended for
placement in retail stores. These displays allow products to be prominently presented,
often in high traffic areas, and thereby increase the probability the product will
standout. POP displays come in many styles, though the most popular are ones

29
allowing a product to stand alone, such as in the middle of a store aisle or sit at the
end of an aisle (i.e., end-cap) where it will be exposed to heavy customer traffic.
For channel partners, POP displays can result in significant sales increases compared
to sales levels in a normal shelf position. Also, many marketers will lower the per-
unit cost of products in the POP display as an incentive for retailers to agree to
include the display in their stores.

Advertising Support Programs:

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

Short Term Trade Allowances:

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

Sales Incentives or Push Money:

Since sales promotions are intended to stimulate activity that leads to meeting
promotional objectives, it makes sense that these can also apply to those in the
organization who also affect sales. Thus, sales promotions are commonplace among
an organization’s sales force and customer service staff where they are used as
incentives to help sell more of the marketer’s product. Sometimes called push money,
these promotions typically offer employees cash or prizes, such as trips, for those that
meet sales requirements.
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 Promotional Products:
Among the most widely used methods of sales promotions is the promotional product;
products labeled with the brand or company name that serve as reminders of the
actual product. For instance, companies often hand out free calendars, coffee cups
and pens that contain the product logo.

Trade Shows:
One final type of trade promotion is the industry trade show (a.k.a. exhibitions,
conventions). Trade shows are organized events that bring both industry buyers and
sellers together in one central location. Spending on trade shows is one of the highest
of all sales promotions. In fact, the Promotion Marketing Association estimates that
over (US) $20 billion is spent annually by marketers to participate in trade shows.
Marketers are attracted to trade shows since these offer the opportunity to reach a
large number of potential buyers in one convenient setting. At these events most
sellers attempt to capture the attention of buyers by setting up a display area to present
their product offerings and meet with potential customers. These displays can range
from a single table covering a small area to erecting specially built display booths that
dominate the trade show floor.

Business-to-Business Sales Promotions:

The use of sales promotion is not limited to consumer products marketing. In
business-to-business markets sales promotions are also used as a means of moving
customers to action. However, the promotional choices available to the B-to-B
marketer are not as extensive as those found in the consumer or trade markets. For
example, most B-to-B marketers do not use coupons as a vehicle for sales promotion
with the exception of companies that sell to both consumer and business customers
(e.g., products sold through office supply retailers). Rather, the techniques more
likely to be utilized include:
• Price-reductions
• Free product
• Trade-in
• Promotional products

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• Trade shows

2.9.4 Trends in Sales Promotion

Marketers who employ sales promotion as a key component in their promotional
strategy should be aware of how the climate for these types of promotions is
changing. The important trends in sales promotion include:

Electronic Delivery:
Sales promotions are delivered to customers in many ways such as by mail, in-person
or within print media. However, the Internet and mobile technologies, such as cell
phones, present marketers with a number of new delivery options. For examples, the
combination of mobile devices and geographic positioning technology will soon
permit marketers to target promotions to a customer’s physical location. This will
allow retailers and other businesses to issue sales promotions, such as electronic
coupons, to a customer’s mobile device when they are near the location where the
coupon can be used.

A sub-set of both contests and sweepstakes are games, which come in a variety of
formats such as scratch-off cards and collection of game pieces. Unlike contests and
sweepstakes, which may not require purchase, to participate in a game customers may
be required to make a purchase. In the United States and other countries, where
eligibility is based on purchase, games may be subjected to rigid legal controls and
may actually fall under that category of lotteries, which are tightly controlled.

Tracking:
As we discussed in our coverage of advertising, tracking customer’s response to
marketers’ promotional activity is critical for measuring success of an advertisement.
In sales promotion, tracking is also used. For instance, grocery retailers, whose
customers are in possession of loyalty cards, have the ability to match customer sales
data to coupon use. This information can then be sold to coupon marketers who may
use the information to get a better picture of the buying patterns of those responding
to the coupon.

32
 Internet Communication:
For many years consumers typically became aware of sales promotions in passive
ways. That is, most customers obtained promotions not through an active search but
by being a recipient of a marketer’s promotion activity (e.g., received coupons in the
mail). The Internet is changing how customers obtain promotions. In addition to
websites that offer access to coupons, there are a large number of community forum
sites where members share details about how to obtain good deals which often include
information on how or where to find a sales promotion. Monitoring these sites may
offer marketers insight into how customers feel about certain promotions and may
even suggest ideas for future sales promotions.

Clutter and Need for Creativity:

In the same way an advertisement competes with other ads for customers’ attention,
so to do sales promotions. This is particularly an issue with inserted coupon
promotions that may be included in mailing or printed media along with numerous
other offerings. The challenge facing marketers is to find creative ways to separate
their promotions from those offered by their competitors.

Customers Expectations:
The onslaught of sales promotion activity over the last several decades has eroded the
value of the short-term requirement to act on sales promotions. Many customers are
conditioned to expect a promotion at the time of purchase otherwise they may
withhold or even alter their purchase if a promotion is not present. For instance, food
shoppers are inundated on a weekly basis with such a wide variety of sales
promotions that their loyalty to certain products has been replaced by their loyalty to
current value items (i.e., products with a sales promotion). For marketers the
challenge is to balance the advantages short-term promotions offer versus the
potential to erode loyalty to the product.

33
2.9.5 Sales Promotion Tool Adopted by R.Comm. for GSM

• Trade Shows
• Point of Purchase Displays
• Promotional Pricing
• Demonstration
• Rebates
• Loyalty Programs etc.

2.9.6 SWOT Analysis of Reliance’s GSM

Strength Weakness

 Brand Image  Distribution Problem

 Fast activation Process  Unavailability of GSM at the

time of requirement.
 Network
 Weak after sales service
 Connectivity
 Branding Image
 Data GPRS

Opportunity Threats

 Preference of GSM over CDMA.  New Entrants

 Lots of Plan for Prepaid & Postpaid  Stiff Competition

service  Change in Taxes & Duty

structure

34
3. METHODOLOGY

3.1 Design of the Study

To undertake the study, Questionnaire method was used to collect the data. The
questions were asked exclusively to the customers who are using Mobile Phone of
any telecom company in Berhampur.

3.2 Data Collection Source

There are two types of data used. They are primary & secondary data .Primary data is
defined as data that is collected from original source for a specific purpose .Secondary
data are collected from indirect source.

Primary Data Source

These include the Questionnaire method, personal interview methods of data

collection.

Secondary Data Source

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

3.3 Sampling

Sampling refers to the method of selecting a sample from a given universe with a
view to draw conclusions about universe .A sample is a representative of the universe
selected for study.

35
3.4 Sample Size

The sample size for the survey conducted was 150 respondents. This sample size was
taken on 10% confidence level & 4 significant levels. Data universe for this sample is
70,000 which is approx population of Berhampur excluding people below age of
18years.

3.5 Sample Technique

Random sample technique was used in the survey conduct

3.6 Field Work Details

• Store keeping: - Activities undertaken in the Store.

• Corporate Visit: - For CUG Connection.
• FOFO Outlet Approach to Prospect or Business Person.
• Market Survey on Sales Promotion.
• Participate in Promotional Activity of Reliance Communication.
• Canopy work for Sale of GSM and other Products of R. COMM.
• Sale of 30 GSM SIM.

3.7 Limitations of the Research

• The research is confirmed to a certain parts of Berhampur and does not

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

36
4. ANALYSIS

1. The Telecom leader in Berhampur is:-

Fig 4.1 The Telecom leader in Berhampur

2. Percentage of GSM and CDMA:-

Fig 4.2 Percentage of GSM and CDMA

3. Reasons for using a Telecom service Provide:-

37
 Fig 4.3 Reasons for using a Telecom service Provide

4. According to customers which Promotional tool is effective:

Fig: 4.4 Promotional tool is effective

CUSTOMER’S VIEW REGARDING SALES

PPROMOTION
1. According to customers which method of sales promotion is more effective?

Fig: 4.5 Sales Promotional tool is effective

38
2. According to customers which place are more effective for sales promotion?

Fig: 4.6 Effective place for sales promotion

3. According to customers which period is more effective for sales promotion?

Fig: 4.7 Effective Period for sales promotion

4. According to customers which telecom company promoting maximum on Price?

39
 Fig: 4.8 Telecom company promoting maximum on Price
5. According to customers which telecom company promoting maximum on
Availability?

Fig: 4.9 Telecom company promoting maximum on Availability

6. According to customers which telecom company promoting maximum on to
Quality of services?

Fig: 4.10 Telecom company promoting maximum on Quality of Service

7. According to customers which telecom company promoting maximum on Variety?

40
Fig: 4.11 Telecom company promoting maximum on Variety

41
8. According to customers which telecom company promoting maximum on Network?.

Fig: 4.12 Telecom company promoting maximum on Network

QUESTIONNAIRE FOR OUTLETS

1. Do you think the Reliance GSM is the must to stock at yours shop?

Fig: 4.13 Reliance GSM stock

42
2. Do you satisfied with your GSM suppliers of Reliance?

Fig: 4.14 GSM Suppliers of Reliance

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

Fig: 4.15 Factors in purchasing a GSM SIM of Reliance

4. How many GSM of Reliance you are able to sell in a month?

43
 Fig: 4.16 Sale of GSM of Reliance/month

5. In which Period your Reliance’s GSM sales is maximum?

Fig: 4.17 Period your Reliance’s GSM sales maximum

6. Is the Company gives you any sorts of reward after selling no. of GSM connection
of Reliance?

Fig: 4.18 Reward after sell no, of Reliance GSM

44
4. CONCLUSION & FINDINGS

According to the survey conducted by me in 100 customers and 50 shops that have
GSM stock in Berhampur I found the following feedbacks from the customers and
Retail outlets. The feedbacks which the customers and Retail outlets were given me I
listed below.

According to the survey report what I have got to know the information from the
Retail outlet is:-

• Maximum Retail outlet prefers to stock Reliance GSM with them and few are not
because of DOCOMO entered newly in market.

• Almost all outlets are satisfied with their Reliance GSM suppliers.

• Customers are more conscious regarding price means talk time and variety of
vouchers since all cannot afford high valued vouchers.

• Retail outlets are able to sell an average of 30 no. of Reliance GSM in a month.

• The starting of academic session means from June- August the sale is maximum.

• The Retail outlets prefer mostly the offer and discount tool to sale maximum no.
of GSM.

According to the survey report what I have got to know the information from the
Customers is:-

• Customers are more attracted towards Offers and Discounts in Telecom sector.

• Mega events and Market place is more effective than other from customer point of
view.

• According to Berhampur customers Festivals is better option for promoting.

• Reliance and Airtel are promoting more on Price.

45
  So sales & promotion is essential for Building Product Awareness, Creating
Interest, Providing Information, Stimulating Demand, Reinforcing the Brand.

5. METHODOLOGIES

• During Doing Market survey on GSM in Berhampur Market I have adopted

the sample Survey method, Market studies & experiment method.

• Under sample survey method I have surveyed the 50 potential Retail outlets by

moving different shops in Berhampur for GSM.

• Method of this survey was direct interview with Retail outlets in terms of

Questionnaires.

• The sample survey method is simpler, less costly, less time consuming.

• This method is generally used by Business to estimate the desired demand

response for a product or Brand.

• By Market studies & experiment method I have studied the representative

markets of Berhampur .In this method the company can identify its weaknesses in

terms of price changes, quality, advertising and Sales promotion expenditures that

it is serving the customer now.

• These two techniques are useful also in forecasting the demand of a firm.

• These are the two techniques which are useful in survey to elicit information

on customer intentions & plan.

46
6. SUGGESTIONS

• The first and foremost criteria of the company should be “to satisfy the
customers according to their demand and requirements.
• It has to introduce its own marketing strategy to compete with the competitors.
• The company must have to do much advertisement and Sales promotion by the
way its products can be known to various customers.
• It should be made aware to the customers that which kind of service is
provided by “Reliance”.
• The company has to change the wrong conception of the customers and they
have to make convince to purchase the products directly from the company for
getting good service.
• The company has to implement consumer sales promotion techniques such as
Price deal, loyalty rewards programs, Contests/sweepstakes/games, Point-of-sale
displays.
• Also the company has to do trade sales promotions through Advertising
Support Programs Short Term Allowances, Sales Incentives or Push Money,
Trade Shows.
• At last it has to implement new marketing plan in the competitive market to be
the market leader among other GSM providers companies.

47
ANNEXURE
Name of Respondent: - __________________________________
QUESTIONNAIRE
Education Qualification:-----------------------------------------------------------
Hello, I am 2nd year
Sunil, pursuing MBA Age: in NIST. Being a MBA student I am doing
Gender: - ______________ - _____________________
my SIP in Reliance Communication on “SALES PROMOTION OF R.COM. WITH
RESPECT TO OTHERS” for that I have prepared a questionnaire for a survey, so I
Educational
want Qualification:
your opinion -_______________________________
and perception regarding above mentioned topic which will make
my project successful

At present: - A Student / In Service / In Business_______________

____________________________________________

1. Do you own a mobile (i.e. a cell phone)? Yes No

2. The service provider is

Airtel Reliance Vodafone BSNL Others

3. Which service you have: GSM CDMA

3. Reasons for Using_________

Network Convenient Price VAS Service Quality

 WHICH PROMOTIONAL MIX IS MORE EFFECTIVE FROM YOUR POINT

OF VIEW?

Sales Promotion Advertising Celebrity Endorsement Door- to-door

selling

 Whether sales promotion is effective or not? YES NO

[Sales promotion is an activity to boost the “sales”]

48
According to you which method of sales promotion is more effective?
a. Offers b. discounts c. VAS d. Gifts &contest

According to you which places are more effective for sales promotion?

a. Institutions b. Mall c. mega events d. Market

e. Others ………………………

According to you which period is more effective for sales promotion?

a. Vacation b. Festivals c. Exams d. Others………..

According to you which telecom company promoting maximum on Price?

Reliance Airtel Vodafone BSNL Others

According to you which telecom company promoting maximum on Availability?

Reliance Airtel Vodafone BSNL Others

According to you which telecom company promoting maximum on to Quality of

services?

Reliance Airtel Vodafone BSNL Others

According to you which telecom company promoting maximum on Variety?

Reliance Airtel Vodafone BSNL Others

According to you which telecom company promoting maximum on Network?

Reliance Airtel Vodafone BSNL Others

Thank You

Date: …………………….

Place: …………………….

49
 QUESTIONNAIRE FOR OUTLETS

Do you think the Reliance GSM is the must to stock at yours shop?

YES NO

Do you satisfied with your GSM suppliers of Reliance?

Satisfied Avg. satisfied not satisfied

Customers are more conscious about what factors in purchasing a GSM SIM of
Reliance from your shop?

a. Price. (Talk time, call charges) b.Network coverage

c. Variety of vouchers. d.Availability of vouchers

How many GSM of Reliance you are able to sell in a month?

a. below 10 b.10-20 c. 20-30 d.Above 30

In which Period your Reliance’s GSM sales is maximum?

a. Vacation b. Exams c.Festivals d. starting of academic session.

What promotional strategy do you prefer to attract maximum numbers of Customer?

a. Offers b. Discounts c. Gifts & coupons d.Others

50
BIBLIOGRAPHY

LIST OF WEBSITES

• www.reliancecommunications.co.in

• www.relianceinfo.com

• www.gm.ril.com

• www.wikipedia.com

LITRATURE REFERRED

• “Marketing Management” – Kottler Philip & Kelvin Keller

• Brochures & pamphlets as printed by the company

51