A INTIAL REPORT ON PROJECT TITLE – MARKETING OF COMMUNICATION PRODUCTS AT RELIANCE
NAME:D.Srikanth Enroll No: 6NI14059
UNDER THE GUIDANCE OF
Mr. Zakir Hussain
ADAM SMITH INSTITUTE OF MANAGEMENT ICFAI UNIVERSITY SR.NAGAR,HYDERABAD
INTRODUCTION About the company
Reliance Communications Limited founded by the late Shri. Dhirubhai H Ambani (19322002) 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. Reliance Communications (formerly Reliance Communications Ventures) is one of India's largest providers of integrated communications services. The company has more than 20 million customers and serves individual consumers, enterprises, and carriers, providing wireless, wireline, long distance, voice, data, and internet communications services through a number of operating subsidiaries. The company sells communications and digital entertainment products and services through its chain of Reliance Web World retail outlets. The company's Reliance Infocomm subsidiary provides wireless communications services throughout India. Reliance Communications is part of the Reliance - Anil Dhirubhai Ambani Group. The current network expansion undertaken by Reliance is the largest wireless network expansion undertaken by any operator across the world. It was with this belief in mind that Reliance Communications (formerly Reliance Infocomm) started laying 60,000 route kilometres of a pan-India fibre optic backbone. This backbone was commissioned on 28 December 2002, the auspicious occasion of 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 wire line) and convergent (voice, data and video) digital network. It is capable of delivering a range of services spanning the entire infocomm (information and communication) value chain, including infrastructure and services — for enterprises as well as individuals, applications, and consulting. Today, Reliance Communications is revolutionizing the way India communicates and networks, truly bringing about a new way of life.
We will leverage our strengths to execute complex global-scale projects to facilitate leading-edge information and communication services affordable to all individual consumers and businesses in India. We will offer unparalleled value to create customer delight and enhance business productivity. We will also generate value for our capabilities beyond Indian borders and enable millions of India's knowledge workers to deliver their services globally.
The primary objective of the study is to have awareness of telecom and the Investor’s perception towards investment in telecom connection, to be specific investor refers to “retail investor”, an important segment. However the detailed objectives are as follows: • • • • • • To know the demand of Rcom bundle offer along with LGRD 3000 and 6100 as Ill as the demand of Rcom Bachat pack Sim in the market To help in development and introduction of new product To identify the company position among competitors To determine those factors which persuade retailers for sale of RCOM sims/product To find out which type of schemes retailers prefer and why? To study the effect of irregular supply on the sale of the product
• • • • • we are providing the new connection for rs 100, which is comparatively low than the competitors Targeting family and friends to take the connection and in turn getting leads through them. Promoting the product through hoardings, banners, pamplets, and newspaper, television and internet ads. Intimating information about the new packages to the existing customers. Approaching corporate offices with various suitable plans at low cost.
Targeting individuals in corporate offices Segmenting the customers based on the customer preferences
Providing extra benefit to the customer in mid course in order to retain them Resegmentation: this strategy is implemented when the intial plans of the product alters due to the market situation such as demand and the cost due to which the intial strategy fails to work which can be reconstructed by the strategy of resegmentation which occurs in mid course Change in the geographical area: the geographical areas are segmented based on the target customers and these areas are switched inbetween due to the poor response of the customers or saturation of the market in the specific area this requires change in the strategy in the mid course in order to target the consumers belonging to the different segment.
The limitations are as follows• • • • The study is made within the geographical boundaries of Hyderabad and Secunderabad only. Market fluctuations are not taken into consideration. There are various competitors available in the market. Some customers are brand loyal; they don’t want to change their existing internet connection.
If we were given more training we could have got more connections and we were not completely given the technical terms, all what we were provided is simple language and the time to complete the work is not sufficient to do so.