A

PROJECT REPORT
ON
SALES AND PROMOTION OF DATA
CARD
IN
RELIANCE COMMUNICATIONS

FOR PARTIAL FULFILLMENT OF

MASTER’S DEGREE IN BUSINESS
ADMINISTRATION

BY
DEEPTI DUBEY
MBA-IASE+AUTONOMOUS
IIMT,PUNE

( 2006-2008 )
DECLARATION:
I, Deepti Dubey here by declare that this project is the
record of authentic work carried out by me during the
academic session 2006-2008 and not been submitted to
any other university or institute towards the award of any
degree.

Deepti Dubey

1
TABLE OF CONTENTS:
1. PREFACE
2. ACKNOWLEDGEMENT
3. WHY THIS TOPIC
4. INTRODUCTION
• EXECUTIVE SUMMARY
• COMPANY AT A GLANCE
• RELIANCE GROUP OF COMPANIES

5. COMPANY PROFILE
• CORPORATE PROFILE
• CHAIRMAN’S PROFILE
6. MISSION
7. VISION
8. NETWORK
9. SALES PROMOTION
10. PRODUCT
• DEFINITION
• PRODUCTS
11. PLANS
• TERIFF PLANS FOR DATA
CARD(PCMCIA) &USB
• CONNECTIVITY
12. MARKET SHARE
13. DATA COLLECTION METHOD
14. SWOT ANALYSIS
15. RECOMMENDATION
16. CONCLUSION
17. QUESTINNARIE
18. BIBLOGRAPHY

2
PREFACE:
Marketing is concerned with the study of customer’s
needs, wants, & demands. A marketer has to identify the
customer’s needs to satisfy them.

This project has meant for sales promotion of the

product. Sales Promotion is a key ingredient in marketing
campaigns, consists of a collection of incentive tools,
mostly short term, designed to stimulate quicker or
greater purchase of particular products by consumers or
the trade.

The objective is to provide the reader with a framework

of analyzing the sales promotion. The main focus was on
the sales promotion of ‘Reliance postpaid connections’.
A structured questionnaire was used as an instrument to
gather as an opinion of customers. According to the data
collected suggestions and recommendations are given.

3
ACKNOWLEDGEMENT:
We take this opportunity to thank Mr. Himanshu N
Bhore (Deputy Manager) for the valuable time spent by
him in guiding to us to study the various aspects of Sales.

We would also like to thank Mr. Raj Babbar (Senior

Manager) for his valuable guidance during the course of
our project.

We wish to express our sincere thanks to Mr. Rajeev

Taneja of Indian Institute of Management Training for
providing us the right direction to compete the project.

Lastly thanks to Reliance Communications for providing

us this platform to undergo training and get exposure to
their business practices.

DEEPTI DUBEY.

4
 WHY THIS TOPIC:

The unsold product lying in the company’s godown is of

no use until it is sold. For selling any product an efficient
promotional strategy is very much essential. During my
project work I did both the activity selling as well as the
promotion of the product.

I choose this topic because Promotion is one of

the more obvious tools in the marketing mix. It is the
direct communication with the target public.

Sales Promotion is a challenging job but I

accepted this challenge and become successful.

5
INTRODUCTION

6
EXECUTIVE SUMMARY:

The main objective in undertaking this project is to

supplement academic knowledge with absolute practical
exposure to day-to-day functions of an organization.

According to the curriculum of college, we are required to

do summer training for two months in any company to get
the practical knowledge of corporate world. So I have
decided to do my summer training in Reliance
communication.

Reliance Communication is one of the leading companies in

telecom business in India. In PUNE, reliance
communication has 20%market share which is second after
BSNL.BSNL is the market leader with 52 % share. There is
large scope of telecom business due to development in
communication and IT sector. The project was related to a
kind market research in which company has seen its benefits
to check and to see the new institutional segmentation.

The objective of the project was to analyze the business,

potential of corporate in paying to different service
providers, i.e., “to analyze the market share and comparative
study of reliance”. A questionnaire was prepared and data
was collected from near about 60 corporate comprising of
BSNL, TTNL, MTNL, VSNL, HUTCH, AIRTEL
consumers. The data collected was analyzed and some
recommendations were given for improving the sales of
reliance communications.

7
BOARD OF DIRECTORS:
• Mr. Anil D. Ambani - Chairman
• Mr. J Ramachandran
• Mr. S. P. Talwar
• Mr. Deepak Shourie
• Mr. A. K. Purwar

COMPANY SECRETARY &

MANAGER:

• Mr. Hasit Shukla

AUDITORS:

• M/s. Chaturvedi & Shah

• M/s. BSR & Co.

8
COMPANY AT A GLANCE:
• Name of the company:
Reliance Communications.

• Full address of the company:

RELIANCE COMMUNICATIONS, Vardhman
Chambers, 3rd floor, 7 love square, pune.

• Head Office Address:

IDC-1 Building, Dhirubhai Ambani Knowledge
City Navi Mumbai - 400 709.

• Telephone No.
+91-22-303 88329

• Name of Director:
Late Mr. Dhirubhai Ambani

• Name of the Products:

Data Card (PCMCIA, USB)

• Name of Chairman:
Mr. Anil D. Ambani

9
RELIANCE GROUP OF
COMPANIES:

10
Reliance – Anil Dhirubhai Ambani Group, an offshoot of
the Reliance Group founded by Shri Dhirubhai H
Ambani (1932-2002), ranks among India’s top three
private sector business houses in terms of net worth. The
group has business interests that range from
telecommunications (Reliance Communications Limited)
to financial services (Reliance Capital Ltd) and the
generation and distribution of power (Reliance Energy
Ltd).

Reliance – ADA Group’s flagship company, Reliance

Communications, is India's largest private sector
information and Communications Company, with over
30 million subscribers. It has established a pan-India,
high-capacity, integrated (wireless and wireline),
convergent (voice, data and video) digital network, to
offer services spanning the entire infocomm value chain.

Other major group companies — Reliance Capital and

Reliance Energy — are widely acknowledged as the
market leaders in their respective areas of operation.

11
COMPANY
PROFILE

12
CORPORATE PROFILE:

Organizations, like individuals, depend for their survival,

sustenance and growth on the support and goodwill of
the communities of which they are an integral part, and
must pay back this generosity in every way they can...

This ethical standpoint, derived from the vision of our

founder, lies at the heart of the CSR philosophy of the
Reliance – ADA Group.

While we strongly believe that our primary obligation or

duty as corporate entities is to our shareholders – we are
just as mindful of the fact that this imperative does not
exist in isolation; it is part of a much larger compact
which we have with our entire body of stakeholders:

13
From employees, customers and vendors to business
partners, eco-system, local communities, and society at
large.

We evaluate and assess each critical business decision or

choice from the point of view of diverse stakeholder
interest, driven by the need to minimize risk and to pro-
actively address long-term social, economic and
environmental costs and concerns.

For us, being socially responsible is not an occasional act

of charity or that one-time token financial contribution to
the local school, hospital or environmental NGO. It is an
ongoing year-round commitment, which is integrated
into the very core of our business objectives and strategy.

Because we believe that there is no contradiction

between doing well and doing right. Indeed, doing right
is a necessary condition for doing well.

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CHAIRMAN’S PROFILE:

Anil D. Ambani
Regarded as one of the foremost corporate leaders of
contemporary India, Anil Dhirubhai Ambani is the
Chairman of all the listed Group companies — Reliance
Communications, Reliance Capital, Reliance Energy and
Reliance Natural Resources Ltd.

He is also Chairman of the Board of Governors of

Dhirubhai Ambani Institute of Information and
Communication Technology, Gandhi Nagar, Gujarat

Till recently, he also held the post of Vice Chairman and

Managing Director of Reliance Industries Limited (RIL),
India’s largest private sector enterprise.

15
Anil D Ambani joined Reliance in 1983 as Co-Chief
Executive Officer, and was centrally involved in every
aspect of the company’s management over the next 22
years.

He is credited with having pioneered a number of path-

breaking financial innovations in the Indian capital
markets. He spearheaded the country’s first forays into
the overseas capital markets with international public
offerings of global depositary receipts, convertibles and
bonds. Starting in 1991, he directed Reliance Industries
in its efforts to rise over US$ 2 billion. He also steered
the 100-year Yankee bond issue for the company in
January 1997.

He is a member of:
• Wharton Board of Overseers, The Wharton School,
USA
• Central Advisory Committee, Central Electricity
Regulatory Commission
• Board of Governors, Indian Institute of
Management, Ahmedabad
• Board of Governors Indian Institute of Technology,
Kanpur
• In June 2004, he was elected for a six-year term as
an independent member of the Rajya Sabha, Upper
House of India’s Parliament a position he chose to
resign voluntarily on March 25, 2006.

16
Awards and Achievements:
• Conferred the ‘CEO of the Year 2004’ in the Platts
Global Energy Awards
• Rated as one of ‘India’s Most Admired CEOs’ for
the sixth consecutive year in the Business Barons –
TNS Mode opinion poll, 2004
• Conferred ‘The Entrepreneur of the Decade Award’
by the Bombay Management Association, October
2002
• Awarded the First Wharton Indian Alumni Award
by the Wharton India Economic Forum (WIEF) in
recognition of his contribution to the establishment
of Reliance as a global leader in many of its
business areas, December 2001
• 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, June 1999.

17
MISSION

18
MISSION:
A dream come true
The Late Dhirubhai Ambani dreamt of a digital
India — an India where the common man would have
access to affordable means of information and
communication. Dhirubhai, who single-handedly built
India’s largest private sector company virtually from
scratch, had stated as early as 1999: “Make the tools of
information and communication available to people at an
affordable cost. They will overcome the handicaps of
illiteracy and lack of mobility.”
It was with this belief in mind that 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 Dhirubhai’s
70th birthday, though sadly after his unexpected demise
on 6 July 2002.
Reliance Communications has a reliable, high-capacity,
integrated (both wireless and wireline) and convergent
(voice, data and video) digital network. It is capable of
delivering a range of services spanning the entire
infocomm (information and communication) value chain,
including infrastructure and services — for enterprises as
well as individuals, applications, and consulting.
Today, Reliance Communications is revolutionizing the
way India communicates and networks, truly bringing
about a new way of life

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VISION

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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.”

21
NETWORK

22
NETWORK-
.

PAN India network and town coverage.

• 80,000 kms of optic fiber backbone.
• Wireless network covering over 10,300 towns &
cities and about 3lakh villages.
• 15, 000 Base Transceiver Stations (BTSs) across the
country.
• Network with superior reliability

23
SALES PROMOTION

24
 PROMOTION:
Promotion is one of the more obvious tools in the
marketing mix. It is the direct communication with the
target public.

SALES PROMOTION:
Sales Promotion, a key ingredient in marketing
campaigns, consists of a collection of incentive tools,
mostly short term, designed to stimulate quicker or
greater purchase of particular product or services by
consumer or the trade.

Selecting Promotional Tools:

A marketer must do the following while planning and
sending communications to a target audience:
1. Identify the Audience
Individuals, groups, special publics or the general
public.
Intermediaries vs. Consumer
2. Identify the Stage of Product Life Cycle
o Introductory Inform

Publicity/Advertising/Sales force (in

term.)/Sales promotion (free samples)

25
 o Growth Persuade Differentiate from
competitors offering
o Maturity Remind Reminder advertising, Sales

promotion (coupons)
o Decline Cut budget

3. Product Characteristics
o Complexity How much information must be

communicated? The more complex the

message, the greater the need to use personal
selling.
o Risk Greater risk, greater need for personal

selling
4. Stages of Buying Decision, in many cases the final
response sought are purchase, but purchase is the
result of a long process of consumer decision
making. Need to know where the target audience
now stands (in the process), and what state they
need to be moved to.
Adoption Process
o Not Aware--Advertising/Publicity
o Aware--no knowledge Advertising/Publicity
o Interest--how do they feel? Personal
Selling/Sales Promotion/Advertising
o Evaluation--should they try? sales
promotion/personal selling

26
 o

o Trial--test drive/sales promotion

o Adoption--do they purchase?

Reminder/reinforce--advertising
Communication programs goal must lead consumers
to take the final step.
5. Channel Strategies
-Push Vs Pull Policy
o Push-promotes product only to the next

institutions down the marketing channel.

Stresses personal selling, can use sales
promotions and advertising used in
conjunction.
o Pull-promotes directly to consumers, intention

is to create a strong consumer demand,

primarily advertising and sales promotion.
Since consumers are persuaded to seek
products in retail stores, retailers will in turn go
to wholesalers etc (use channels overhead)

27
PRODUCT

28
 DEFENITON:
A product is anything that can be offered to a market
that might satisfy a need or want. It could be tangible
good, service, person, place, organization or idea.

In marketing, a product is anything that can be offered

to a market that might satisfy a want or need. It is the
complete bundle of benefits or satisfactions that buyers
perceive they will obtain if they purchase the product. It
is the sum of all physical, psychological, symbolic and
service attributes.

A product is a bundle of attributes (features, functions,

benefits, & uses) capable of exchange or use; usually a
mix of tangible and intangible forms.

29
 RELIANCE USB FOR NET-
CONNECTION

Connectivity:
• Wireless internet access across 5300 towns and 3
lakh villages.
• Internet browsing and download speed upto 153.6
kbps.
• Compatible with Windows 2000 and Windows
XP.

Voice and SMS Compatible:

• Make and receive voice calls
• Send and receive SMS upto 1000 characters
• Store 1000 contacts in your phone book

30
Specifications:

Item Description
Protocol CDMA2000 1X RTT
working 824MHz ~ 849MHz/869MHz ~
frequency 894MHz Uplink/Downlink
Dimensions 84 mm (D) x 42 mm (W) x 12 mm
(H)
Weight About 32 g
Receiver Better than -104dBm
sensitivity
Power 1.5W
consumption
Power supply 5V/500ma, from USB

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 RELIANCE DATA CARD
(PCMCIA) FOR NET-
CONNECTION

CONNECTIVITY:
• Uninterrupted high-speed wireless Internet
connectivity, across 10000 towns, 3 lakh
villages and growing.
• Better surfing speeds, with download speeds up
to 144 kbps.
• High download speed of heavy email
attachments
• One-time installation of the dial-up software
without the need to change the dial-up
configuration.
• Hassle-free connection
o Connect instantly (No line busy / waiting
tone)
o Easy to remember username / password
(your phone / card number)

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 • Enables a user to surf the Internet without being
tied down to a landline from any location — your
bedroom, drawing room, hotel room, office,
outdoors or on the move in a car, train or bus.

Voice and SMS Compatible:

• Make and receive voice calls
• Send and receive SMS upto 1000 characters
• Store 1000 contacts in your phone book

PLANS FOR USB & PCMCIA:

• The tariff is inclusive of all charges (the ISP
charge as well as the Telecom connectivity
charge).
• No need for an external or internal modem.
• No need for an ISP account.
• No need for a separate landline connection.
• One free e-mail account (with a 10 MB mailbox)
and 2 MB of web space
• A choice of prepaid and postpaid options to suit
your usage needs
• Use of data cards to make voice calls and send
SMS

33
PLANS

34
 RELIANCE NETCONNECT
TARIFF PLANS FOR DATA CARD
&
USB MODEM

1. Time Based Plans

2. Data Based Plans

Time Based Plans

Post paid plans Freedom Swift Swift Swift Swift
@ night 40 72 100 180
Internet Tariff
Monthly charge 400 400 650 900 1500
Bundled hours/month
Peak hours Rs.50p/ 20 36 50 90
(6 am to 10 pm) min. hours hours hours hours
Off peak hours Unlimite 20 36 50 90
(10 pm to 6 am) d hours hours hours hours
Additional N.A. Rs.50p Rs.50p Rs.50p Rs.50p
usage rate /min. /min. /min. /min.
Free E-mail 10 MB 10 MB 10 MB 10 MB 10 MB
account
Free web space 2 MB 2 MB 2 MB 2 MB 2 MB
Voice & SMS Tariff
Free Nil Nil 100 100 100
SMS/month per per per
Month month month

35
 Data Based Plans

Post paid plans Freedom Freedom Plus Platinum

Internet Tariff
Monthly charge 650 900 1500
Bundled data 1 GB 1.5 GB Unlimited
Exchange/month
Additional usage Rs. 2/MB Rs. 2/MB N.A.
rate
Free E-mail 10 MB 10 MB 10 MB
account
Free web space 2 MB 2 MB 2 MB
Voice & SMS Tariff
Free SMS/month 100 100 100

PREPAID PLANS
GSK Value Validity Talk time
Rs.99 7 days Rs.10
Rs.220 6 months Rs.10
Rs.375 1 year Rs.10
Rs.660 2 year Rs.10

Usage rate for internet access- 30p between 10

pm to 6 am & 60p between 6 am to 10 pm

36
 CONNECTIVITY:

Blazing speed. Low Latency. Globally

accessible.
Reliance Data Center facilities are built around a
high capacity, redundant network backbone that
connects to the world. Accessibility is further scaled
through a range of interconnect and peering
relationships with other providers in Indian and
across the world and by keeping the facilities "Carrier
Neutral".

• Global Internet accessibility

Accessible within minimum hops from over
485+ international Internet Service Providers (ISPs)
with extensive private peering relationships in 4
continents at more than 20 Internet exchanges

• Shortest path routing

Accessible on shortest paths from other
major domestic Indian ISPs with direct private
peering relationships as well as peering at various
points of NIXI, the public Internet Exchange in
India.

37
• Pan-India wireless
Accessible on Reliance's MPLS IP VPN
network from all major cities across the country.

• Carrier neutral network access

Carrier-neutral data center facility,
accessible through public Internet as well as
private corporate lease, VPN, V-Sat, Dial-up and
Wireless networks. Multiple domestic and
international carriers / ISP termination at Reliance
Data Center.

• VSAT/Radio link accessibility

Ample provisioning of rooftop / ground
space at data centers for installing VSAT earth
stations / terminals.

• Interconnections
All Reliance Data Centers are
interconnected to each other through multiple
redundant STM-4 links on Reliance's fibre optic
backbone
Fibre and Cat 6 cabling up to customer's
racks and cabinets within the Data Center.

38
 DATA
COLLECTION
METHOD

39
 DATA COLLECTION METHOD:

Data collected can be of two types:

• Primary Data
• Secondary Data

PRIMARY DATA:
All the data which are collected personally and which
have not been used earlier by any one for any purpose are
called Primary Data.

SECONDARY DATA:
All the data which are collected from the company or
company’s websites and which have been used earlier by
some one for any purpose are called Secondary Data.
It can be collected by two sources:
• Internal Sources
• External Sources

INTERNAL SOURCES:
These sources are sales invoices and account
records.

EXTERNAL SOURCES:
These are government reports, trade association
data, data published and collected by syndicated services.

40
MARKET SHARE

41
 Data card share in market

Other GSM
operators
10%

Reliance
TATA 75%
15%

Reliance TATA Other GSM operators

42
SWOT ANALYSIS

43
 SWOT ANALYSIS FOR DATA
CARD OF RELIANCE

STRENGTH:
• Reliable and quality product
• Good network
• Already stabled product in market with a brand
name
• First for Data Card in market
• Available resources and capital
• Financial stability
• Capable leadership
• Vision oriented culture
• Accountable in all facts in its operation

WEAKNESS:
• Weak in after sale service in comparison of other
telecom services
• Weak in handling complains of customers
• Weak in providing good tariff schemes
• Lack of transparency
• Weak in full disclosure in all dealings

44
OPPORTUNITY:
• Growth oriented consumer market
• India is becoming the important activity center for
net connection/ net based services
• Growing in Data Card market

THREATS:
• Regional players strong in their States (like BSNL
in U.P.)
• Big market share of Airtel
• Good tariff schemes by other telecom services
• Market pressure from other small telecom services
providing last miles services.

45
RECOMMENDATION

46
 RECOMMENDATION
While studying and analyzing the promotion process of
Data Card of Reliance , we have come across the
following soft points that can be improved upon so as to
ensure upon the best possible of available resources and
to optimize the sales of Reliance Data Card.

• The price of Data Card is high as compared to other

telecom services, because of very high prices
customers prefer other telecom services. So, the
price of Data Cards should be low for more sales.
• Company should do more efforts in services to
customers, mainly after sale services.
• Company should use more tariff plans, especially
for students because they are the main consumer of
Data Cards.
• Company should do more planning before doing
promotion of launching new schemes.
• Company should provide customers easier ways of
activation and installation of devices.
• For activation of new connection company should
do all documentation easier and faster for the
convenience of customers.
• Training and guidance should be full and proper.

47
CONCLUSION

48
CONCLUSION
After going through the full analysis of the project I find
the following conclusions:

My experience with reliance was good. It teach me

many things as how to talk to customers and how to
listen their problems and take actions for that, the
strategies of sales and promotions.

As reliance communication has set up a very large

infrastructure so it enhanced my skills with technical
approach.

For this project I have talked to many people and by

this I have gained experience and confidence to face so
many people.

As promotion of any product is not easy. While in

sales of any product all the 4 P’s of Marketing Mix is
used equally (Product, Price, Place, Promotion) and so I
have used all the 4 P’s for sales and it gives success in
my project.

49
QUESTIONNAIRE

50
 QUESTIONNAIRE OF
CUSTOMER

1. Name of consumer …………………………………

2. Address …………………………………
…………………………………
3. Telephone no. …………………………………
4. Occupation
a. Service b. Business c. Student
d. Professional e. Any other
5. Qualification
a. Below High School b. Below Graduation
c. Post Graduation d. Professional education
6. Family Income
a. Below 10,000 b. 10,000-15,000
c.15,000-20,000 c. Above 20,000
7. Having Laptop or Computer?
………………………………………………………
8. Want Net connection?
a. Yes b. No
9. How much you can spend monthly for net
connection?
a. Below 400 b. 400-600
c. 600-900 c. 900 and above
10.When did you buy the Laptop?
a. With in 15 days b. With in a month

51
11.Which Laptop you are having?
a. Acer b. Compaq c. H.P.
d. Toshiba e. HCL f. Sony
12. Which brand they would prefer for net connection?
a. Airtel b. Reliance c. Tata Indicom

13. Used Reliance Services before?

a. Yes b. No
14. If yes, then are you satisfied with the services?
……………………………………………..
15. Any suggestions and recommendation for
Reliance?
……………………………………………..

52
BIBLOGRAPHY

53
BIBLIOGRAPHY

WEBSITES:
• www.Reliancecommunication.com

• www.google.com

• www.altavista.com

BOOKS PREFFERED:

• Marketing Management- Philip Kotler

• ARIDHAM CHOUDHARY, 4P’s

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