Reliance Communications Ltd.

(commonly called RCOM) is an Indian Internet access and
Telecommunications Company headquartered in Navi Mumbai, India. Reliance Communications
is the fourth largest telecom operator in India with 109.80 million subscribers as of April 2015.
Established in 2002, it is a subsidiary of Reliance Anil Dhirubhai Ambani Group.

Mobile services
In the 2010 spectrum auctio, Reliance Communications paid ₹ 58642.9 million for spectrum in
13 circles. The circles it will provide 3G in are Mumbai, Kolkata, Punjab, Rajasthan, Madhya
Pradesh, West Bangal, Himachal Pradesh, Bihar, Odessa, Assam, North East, and Jammu and
Kashmir. RCOM offers 3G services through network sharing in the states where it does not hold
license for 3G operations. Reliance provides 3G services in Uttar Pradesh East through Aircel's
3G networks and in Uttar Pradesh West through Tata Docomo's 3G networks and it allows Tata
Docomo customers to roam on Reliance's network in Delhi, where Tata Docomo does not
On 25 May 2012, RCom announced a price reduction of 61% on its 3G services . In 2011
Reliance provided up to 28 Mbit/s data rate in India with it MIMO technology. On 31 January
2013, Reliance announced its partnership with lenovo to market co-branded smartphones in
India. The smartphones were said to use the Android operating system and have dual-core
In August 2014, TRAI rejected a proposal from telecom companies to make messaging
application firms share part of their revenue with the carriers or the government. During the ICC
Cricket World Cup 2015, Reliance provided free access to Twitter to follow the all action of
tournament. On 10 February 2015, Facebook launched in India with Reliance
Communications. It aims provide to free websites through an app. Only Bing was made available
as the search engine.

Reliance Group, an offshoot of the Group founded by Shri Dhirubhai H Ambani (1932-2002),
ranks among India's top 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
Power Limited and Reliance Infrastructure Limited).
Reliance Group's flagship company, Reliance Communications is India's foremost and truly
integrated telecommunications service provider. The Company has a customer base of above 118
million including over 2.6 million individual overseas retail customers. Reliance
Communications corporate clientele includes over 39,000 Indian and multinational corporations
including small and medium enterprises and over 290 global, regional and domestic carriers.

Reliance Communications has established a pan-India, next generation, integrated (wireless and
wireline), convergent (voice, data and video) digital network that is capable of supporting bestof-class services spanning the entire communications value chain, covering over 21,000 cities
and towns and over 400,000 villages. Reliance Communications owns and operates the world's
largest next generation IP enabled connectivity infrastructure, comprising over 280,000
kilometers of fibre optic cable systems in India, USA, Europe, Middle East and the Asia Pacific

Other major group companies - Reliance Power, Reliance Infrastructure and Reliance Capital are widely acknowledged as the market leaders in their respective areas of operation.

Anil Dhirubhai Ambani
Chairman - Reliance Group
Anil Dhirubhai Ambani, born on 4th June, 1959, in Mumbai.
He is the younger son of the visionary entrepreneur Shri Dhirubhai Ambani
and lives with his mother Kokilaben Dhirubhai Ambani in Mumbai.
Graduated (B.Sc. in Science) from K.C. College, Mumbai University and MBA at Wharton,
University of Pennsylvania.
He is married to former actress - Tina Munim and has two sons - Jai Anmol (23 Years) and

including telecommunications. media and entertainment. . Dipti Salgaocar and Mrs. Nina Kothari. the Reliance Group has built a leadership position in major growth sectors of the Indian economy. healthcare. He is the Chairman of the Reliance Group. and Reliance Power. founded the Reliance Group in 2006 and in less than 10 years. metro rail systems. transmission and distribution of renewable and non-renewable sources of power. Reliance Capital. Mukesh Ambani and two younger sisters Mrs. Reliance Communications. cement. He has an elder brother Mr. whose constituent business enterprises are engaged in pivotal roles in the ongoing economic transformation of India. financial services. Corporate : Anil Dhirubhai Ambani is one of India's leading business leaders and founder of the Reliance Group. Reliance Infrastructure. generation. including. Anil or ADA. as he is often referred to by his colleagues. national road highways. education.Jai Anshul (19 Years).

 To work with vigour. MISSION OF THE COMPANY  To attain global best practices and become a world-class communication service provider . talent and value systems.  To be a technology driven. Communication and Entertainment services Being the industry benchmark in Customer Experience.guided by its purpose to move towards greater degree of sophistication and maturity.  To contribute towards community development and nation building. team spirit and creativity to overcome challenges and attain goals.  To uphold the guiding principles of trust.  To promote a work culture that fosters individual growth.VISION OF THE COMPANY To be amongst the top 3 most valued Indian companies by 2015 leading in providing Information. the people. dedication and innovation to achieve excellence in service. reliability. safety and customer care as the ultimate goal. Employee Centricity and Innovation. efficient and financially sound organisation.  To be a responsible corporate citizen nurturing human values and concern for Society.  To consistently achieve high growth with the highest levels of productivity. integrity and transparency in all aspects of interactions and dealings . the environment and above all.  To encourage ideas. exceeding their expectations and make the Company a respected household name. quality.  To earn the trust and confidence of all stakeholders.

Ambani . Ambani Shri Anil D.BOARD OF DIRECTORS  Shri Anil D. is the Chairman of the Company. Manjari Kacker (Non-Executive non-independent Director) Shri Anil D. He is the president of the Dhirubhai Ambani Institute of Information and Communication Technology. N.Purwar (Independent Director)  Shri R.K. He is a member of the Stakeholders Relationship Committee. Ambani. Reliance Infrastructure Limited and Reliance Power Limited. . the Employee Stock Option Scheme Compensation Committee ("ESOS Compensation Committee") and the Corporate Social Responsibility ("CSR") Committee of the Company. aged 55 years. Bhardwaj (Independent Director)  Smt.S. Shri Ambani has been associated with a number of prestigious academic institutions in India and abroad. the Nomination / Remuneration Committee. Gujarat. Reliance Capital Limited. Shri Ambani is credited with having spearheaded the Reliance Group's first forays into the overseas capital markets with international public offerings of global depository receipts.A. He is currently a member of:  Wharton Board of Overseers.Chairman (Promoter. J Ramachandran (Independent Director)  Shri Deepak Shourie (Independent Director)  Shri A. The Wharton School. He is also on the board of directors of Reliance Infratel Limited and Reliance Anil Dhirubhai Ambani Group Limited. Gandhinagar. convertibles and bonds. With a master's degree from the Wharton School of the University of Pennsylvania. non-executive and non-independent Director)  Prof. U.

aged 68 years. Ramachandran Prof. consumer goods and corporate affairs. Shri A. Jindal Steel and Power Limited. the Stakeholders Relationship Committee and the CSR Committee and the Chairman of the ESOS Compensation Committee of the Company. The Prime Minister of India nominated Shri Ambani as the Co-Chair from the Indian side of the India-China CEO Forum in 2011. He is also a director of Vardhman Textiles Limited. Purwar. Director. is a Professor of Corporate Strategy and Policy at the Indian Institute of Management. Ramachandran is a member of the Stakeholders Relationship Committee. Executive Board. K. aged 57 years. IIFL Holdings Limited. ONGC Tripura Power Company Limited and Sri Kavery Medical Care (Trichy) Limited. K. Prof. Indian School of Business (ISB). He is a Chartered Accountant and Cost Accountant and is a fellow of the Indian Institute of Management. Rama chandran. Purwar Shri A. Bengaluru. Hyderabad. the Nomination / Remuneration Committee. He was the Executive Vice President and Managing Director of Discovery Communications of India and Director in South Asia for BBC Worldwide Media Private Limited. Jindal Power Limited. Shri Shourie is a member of the Audit Committee. J. Apollo Tyres Limited. was the former Chairman of State Bank of India ("SBI") and also former Managing Director of State Bank of Patiala. holds a bachelor's degree in economics and has more than 41 years' experience in general management with an emphasis on media. the Nomination / Remuneration Committee and ESOS Compensation Committee and the chairman of the Audit Committee and the CSR Committee of the Company. IL&FS Renewable Energy Limited. Shri Deepak Shourie Shri Deepak Shourie. Sasken Communication Technologies Limited. . He is a Chairman of Investors Grievance Committee of Sasken Communication Technology Limited and Radington (India) Limited. He holds a master's degree in commerce and a diploma in business administration. He is a member of the Audit Committee of Redington (India) Limited and Reliance Infratel Limited. He is also a director of Reliance Infratel Limited. J. Director. Director. Prof. aged 65 years. Vardhman Chemtech Limited. Ahmedabad. Redington (India) Limited and All Cargo Logistics Limited. C & C Constructions Limited.

Jamshedpur and as a member of the advisory board for the Institute of Indian Economic Studies. Shri R. N. She has more than 38 years’ experience in Taxation. Nomination / Remuneration Committee. Smt. Milestone Capital Advisors Limited. Microsec Financial Services Limited. Waseda University. N. He has over 38 years of experience in various sectors such as economics. Bhardwaj has also served as a member of the Securities Appellate Tribunal ("SAT"). the Stakeholders Relationship Committee. He is a Member of Shareholders / Investors' Grievance Committee of Microsec Financial Services Limited. He is a member of Audit Committee of Micro sec Financial Services Limited. the CSR Committee and the ESOS Compensation Committee of the Company. She has also served as Functional Director (Vigilance and Security) in Air India and has also represented India in international conferences. Patiala. Shri Bhardwaj is also a director in Reliance Infratel Limited. Reliance Ingrate Limited. Shri R. Shri Bhardwaj is a member of the Audit Committee. aged 69 years. SBI Life Insurance Company Limited and Rupa & Company Limited. Jaiprakash Power Ventures Limited. Amtek Auto Limited. Rupa & Company Limited and SBI Life Insurance Company Limited. ONGC Tripura Power Company Limited and Sri Kavery Medical Care (Trichy) Limited. Manjari Kacker Smt.Shri Purwar has served on the board of governors of the Indian Institute of Management. Bhardwaj Shri R. Tokyo. He was the Managing Director and Chairman of Life Insurance Corporation of India. Bhardwaj. Presently she is a director of Life Insurance Corporation of India . holds a master's degree in economics from the Delhi School of Economics and a diploma in industrial relations and personnel management from the Punjabi University. Dhunseri Petrochem & Tea Limited. He is a Chairman of Audit Committee of Jaiprakash Associates Limited. Finance. Japan. Milestone Capital Advisors Limited. Jaypee Infratech Limited. She was Indian Revenue Service batch of 1974. Administration and Vigilance. N. Jaiprakash Associates Limited. investment and portfolio management. Lucknow. He is the Chairman of the Stakeholders Relationship Committee and member of the Audit Committee. She held various assignments during her tenure in the tax department and was also the member of Central Board of Direct Taxes. the CSR Committee and the ESOS Compensation Committee and the Chairman of the Nomination / Remuneration Committee of the Company. Jaiprakash Power Venture Limited. XLRI. He is a member of the Audit Committee of Jindal Power Limited. Manjari Kacker holds master's degree in chemistry and diploma in business administration. finance.

The most desirable approach with regards to the selection of the research methodology depends on the nature of particular work. complication. and a modification of old concepts or knocking of an existing theory. It is the research that involves scientific theories. subject or areas investigation backed by the collection. It is a careful search or enquiry into any subject matter. time and resource available along with the desire level of accuracy. Research methodology is a way to systematically solve the research problem. presentation and interpretation of relevant details or data. Research methodology is a systematic way of investigation directed to the discovery of some fact by careful study of a subject. concept of technique. which is an endeavor to discover and find out valuable facts. It may develop a hypothesis and the test it. Research methodology just does not deal research method but also consider the logic behind the method. . One can also define research as a scientific and systematic search for pertinent information on a specific topic. Research methodology is a way to systematic do the job. It may be understand as a science of studying how research is done scientifically. It may also established relationships between variables and identifies the means of problem solving. a course of critical and scientific inquiry. which would be useful for further application or utilization. the discovery of new technique. Research in common parlance refers to a search for knowledge.RESEARCH METHODOLOGY Research is a process of a systematic and in depth study or search of any particular topic. It facilitates the researcher with reason for evaluating the research problem.

primary data is current and it can better give a realistic view to the researcher. On the other hand. formulating hypothesis or suggested solutions. Sometimes. it is relatively cheap and no prior arrangements are required. collecting organizing and evaluating data . the major disadvantage of primary data is that it has design problems like how to design the surveys. it can include a large population and wide geographical coverage. secondly. That clarifies the difference. It is the purpose for which the data are collected. According to Clifford Woody. Primary Data 2 Secondary Data Primary Data: They are generated by the searcher for the specific purpose of solving a problem at a given time.DEFINITION: According to Redman and Mory. The first advantage of primary data is that it can be collected from a number of ways like interviews. Thirdly. . In some primary data collection methods there is no control over the. One of the most vital activities of a research project is the generation of the data that meet research needs. making deductions and reaching conclusions and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis”. The question must be simple to design a general lingo (understandable). socially acceptable and sweet answer and try to cover up the realities. Moreover. “Research comprises defining and redefining problems. it can also be collected across the national borders through emails and posts. These data are known as primary data. Data Collection: The data used to formulate can be broadly classified into: 1. Some respondents do not give timely responses. “Research is systematized effort to gain new knowledge”. the respondents may give fake. Fourthly.

. protons and neutrons to devise this categorical scheme. Scientists use knowledge about the nature of electrons. Descriptive research:Descriptive research is used to describe characteristics of a population or phenomenon being studied. Thus. research cannot describe what caused a situation. If the decision to be rational. descriptive research can be said to have a low requirement for internal validity. yet it took descriptive research to devise it. where one variable affects another. Concerning problem that are essentially unique and non-recurring. We now take for granted the periodic table. the periodic table categorizes the elements. For example. For example. In this research the primary data is collected through questionnaire by survey method. The characteristics used to describe the situation or population is usually some kind of categorical scheme also known as descriptive categories. • They are not absolute are most available secondary data. In other words. Hence. Qualitative research often has the aim of description and researchers may follow-up with examinations. The primary data are collected to meet the need of specific project: • They are pertinent and directly related to subject being studied. Descriptive research generally precedes explanatory research. is to conduct a survey investigation. The description is used for frequencies. the marketer must understand the process involve in such decision. over time the periodic table’s description of the elements allowed scientists to explain chemical reaction and make sound prediction when elements were combined.Need for Primary Data Choosing the best alternative involve decision making. Rather it addresses the "what" question. It does not answer questions about how/when/why the characteristics occurred. • The research has access to all the information related to its collection. of why the observations exist and what the implications of the findings are. The collection of primary data to intended to help the researcher. Often the best approach. prior to writing descriptive research. averages and other statistical calculations. Descriptive research cannot be used to as the basis of a causal relationship.

a sample population selected because it is readily available and convenient. CONVINIENCE SAMPLING:Accidental sampling (sometimes known as grab. batch. but will include simple random sampling. and any more general conclusions are only propositions (informed assertions). systematic sampling and observational sampling.QUALITATIVE RESEARCH Qualitative research is a method of inquiry employed in many different academic disciplines. Non-probability sampling represents a group of sampling techniques that help researchers to select units from a population that they are interested in studying. not just what. convenience sampling or opportunity sampling) is a type of non-probability sampling that involves the sample being drawn from that part of the population that is close to hand. The sample should be a representation of the general population. Qualitative researchers aim to gather an in-depth understanding of human behavior and the reasons that govern such behavior. The methodology used to sample from a larger population will depend on the type of analysis being performed. Sampling Definition of 'Sampling' A process used in statistical analysis in which a pre-determined number of observations will be taken from a larger population. Hence. The qualitative method investigates the why and how of decision making. or universe) NON PROBABILITY SAMPLING Non-probability sampling is a sampling technique where the samples are gathered in a process that does not give all the individuals in the population equal chances of being selected. when. smaller but focused samples are more often used than large samples. population.Statistical method of obtaining the representative data or observations from a group (lot. qualitative methods produce information only on the particular cases studied. In the conventional view. where. but also in market research and further contexts. The researcher using such a sample cannot scientifically make generalizations about the total population from this . as researchers is drawing on relationships or networks to which they have easy access. Quantitative methods can then be used to seek empirical support for such research hypothesis. traditionally in the social sciences. That is.

Credibility of a researcher's results by convenience sampling will depend on convincing the reader that the sample chosen equates to a large degree of the population from which they are drawn. . This type of sampling is most useful for pilot testing. For example. which would not represent the views of other members of society in such an area. In this research sample size was 100 and convenience sampling method used.sample because it would not be representative enough. if the interviewer was to conduct such a survey at a shopping center early in the morning on a given day. the people that he/she could interview would be limited to those given there at that given time. if the survey was to be conducted at different times of day and several times per week.

LIMITATIONS OF STUDY  The research is limited to only Pune region so it has scope for research for other regions. . branding etc.  The study is on customer development only. So there is scope for research on different topics like understanding of promotion strategies.  The customer are reluctant to answer certain questions  The study only covered customer so there is scope to get feedback from the dealer as well.

or may include several interconnected intermediaries along the way such as wholesalers. A distribution channel can be as short as a direct transaction from the vendor to the consumer. Each intermediary receives the item at one pricing point and movies it to the next higher pricing point until it reaches the final buyer.MARKETING CHANNEL A marketing channel consist of individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users marketing channels are the ways that goods and services are made available for use by the consumer . The route that the product takes on its way from production to the consumer is important because of marketer must decide which route or channel is best for his particular product Act to sterns and el assay MARKETING CHANNELS as “sets of independent organizations involved in the process of making a product or service available for use or consumption’’ A distribution channel or a distribution system is a vital link between itself and its customer distribution channels and channel members are a key external resource usually it takes years to build an effective distribution channel and once it has been built. importer. Also called the channel of distribution.or goods go through channels of distribution. The path through which services travel from the vendor to the consumer or payments for those products travel from the consumer to the vendor. distributors. and marketing depends on the way goods are distributed. agents and retailers. it is quitter difficult task to change or replace it. Coffee does not reach the consumer before first going through a channel involving the farmer. exporter. . distributor and the retailer.

. The advantage of direct distribution is that it gives a manufacturer complete control over their product. to a very large extent .depend on the distribution channels 3) The main function of distribution that is performed by channel members.IMPORTANCE OF DISTRIBUTION CHANNEL 1) Distribution channel represents a corporate commitment to a large no of business and to the markets that the channels serve 2) The effectiveness of most marketing activity of the organization . distribution channels determine the reach of the organization hence it is of utmost importance to select and choose channel with care in order to ensure maximum reach across target markets. The organization must distribute the product to the user at the right place at the right time. Indirect distribution involves distributing your product by the use of an intermediary for example a manufacturer selling to a wholesaler and then on to the retailer.. Which Distribution Channel Will They Use? Two types of channel of distribution methods are available. Efficient and effective distribution is important if the organization is to meet its overall marketing objectives. PLACE STRATEGIES Introduction This refers to how an organization will distribute the product or service they are offering to the end user. Direct distribution involves distributing direct from a manufacturer to the consumer For example Dell Computers providing directly to its target customers. profitability will be affected. If an organization underestimate demand and customers cannot purchase products because of it.

Intensive distribution Used commonly to distribute low priced or impulse purchase products e. Distribution Strategies Depending on the type of product being distributed there are three common distribution strategies available: 1. Selective Distribution A small number of retail outlets are chosen to distribute the product. televisions household appliances.Above indirect distribution (left) and direct distribution (right). where consumers are willing to shop around and where manufacturers want a large geographical spread. chocolates.g.If a manufacturer decides to adopt an exclusive or selective strategy they should select a intermediary which has experience of handling similar products. soft drinks. and requires the intermediary to place much detail in its sell. The product is usually highly priced. credible and is known by the target audience. Selective distribution is common with products such as computers. Exclusive distribution Involves limiting distribution to a single outlet. 3. An example of would be the sale of vehicles through exclusive dealers. CHANNEL LEVELS . 2.

and as such . Here. TWO LEVEL CHANNEL: This type of channel is mostly seen in the consumer goods market .each intermediary moves the product once step further towards the final consumer . there are no intermediaries or zero level of intermediaries’. There are channels with different no of levels 1.these also known as direct marketing channel. The producer/manufacturer and the final consumer from a part of the channel and are at both ends of the channel. in this type of channel. the manufacturer sales directly to the customer .ONE LEVEL CHANNEL : these type of a channel comprises of only one selling intermediary such as a retailer. A ZERO LEVEL CHANNEL: as the name suggest.each intermediary forms a level of the channel .here there are two intermediaries in between the manufacturer and the final consumer typically a wholesaler and the retailer.A channel compromises several intermediaries . MANUFACTURER RETAILER FINAL CONSUMER 1. MANUFACTURER . MANUFACTURER FINAL CONSUMER 2.

THREE LEVEL CHANNEL: This type of channel consists of three levels of intermediaries in between the manufacturer and the final consumer. MANUFATURER DISTRIBUTOR WHOLESELLER RETAILER FINAL CONSUMER .WHOLESELLER/DISTRIBUTOR RETAILER FINAL COMSUMER 2.

channels that have more than three intermediaries. one can observe longer marketing channels.e. i.. MORE THAN THREE LEVELS: In some cases. .3.