.

A PROJECT REPORT
ON

TOP OF THE MIND AWARENESS

FOCUSSED ON

TELECOM INDUSTRY

PREPARED UNDER GUIDANCE OF:

MR. GAURAV SINGH

(MARKETING MANAGER) RELIANCE COMMUNICATIONS, LUCKNOW

FROM: RAM VISHAL MBA (I.B.) FROM LUCKNOW UNIVERSITY

PROJECT DURATION (22 MAY TO 19 JULY) *2006-2008*

PREFACE
Any one who looks seriously at todays business environment will have considerably difficulty finding an industry that changes as rapidly as advertising in marketing. A strategy or technique or even a type of advertising organization that works may be less effective tomorrow, yet fundamentals exist that remains constant throughout the years. Top of mind awareness also completely depends on advertising so we analyze the TOMA on the basis of different mode of advertisement.

According to KOTLER advertising can attempt to: Convey information Alter perception Stimulate desires Produce convections Direct actions Provide reassurance

ACKNOLEDGEMENT
It would be my great privilege to express my gratitude to Reliance Communication, Lucknow for providing me a valuable chance to undergo my summer training in this prestigious organization under so experienced executive. For this I pay my sincere regards to Mr. Salim Haq , CEO UP east Rel. Com. Who provide me an opportunity of undergoing my dissertation on report over here. I also wish to express my sincere thanks to Mr. Gaurav Singh ( marketing department), under whose inspiring guidance and supervision, I went through the training. My special thanks go to Mrs. Rolly Bajaj and Mr. Ashish Dhawan who provided me special guidance and selfless involvement in simplifying this task for me. Last but not the least I take an opportunity to thank to those who responded carefully to my questionnaire, as well as I also thanks to my friends, Reliance Comm. staff members. And at this time I cant ignore my faculty members whose guidance and teaching helped me to do my summer training successfully so my special thanks to Dr. Vimal Jaiswal, Mr. Jamil, Mr. M. K. Agarwal and Mr. J. V. Vaishampayan and other faculty members. And at this time I am very grateful to my Director Dr. R. K. Maheshwari who helped me to find out summer training for me in such a prestigious organization. Pawan Kumar Saxena (MBA-International Business) IMS (University of Lucknow)

SERIAL NO.

TOPICS

PAGE NO.

1.

INTRODUCTION INDUSTRY PROFILE RELIANCE COMMUNICATION RESEARCH METHODOLOGY DATA INTERPRETATION AND ANALYSIS LIMITATIONS RECOMMENDATIONS CONCLUSION BIBLIOGRAPHY ANNEXURE

7 8-14 15-35

2. 3.

37-38 39-96

4. 5. 6. 7. 9.

97 98 99 100

EXECUTIVE SUMMARY
Statement of research Top of the mind awareness focused on telecom companies in the city of Lucknow.

Objective of research To find out reliance communication awareness in telecom industry in the city of Lucknow. Which one has more awareness

Sub objective of research To find out which telecom company has more awareness. To find out where reliance communication is leading from that leader companies To find out where reliance communication is lagging behind from that leader telecom companies.

Scope of research It will make the reliance communication aware of its strength and weaknesses (in advertisements, promotional campaigns etc.)So that it can compete and survive telecom service market by focusing on that. It will help reliance communication to improve upon its weakness in deposit so that more and more customer could be attracted towards it. It well help reliance communication to carry on with its strength in advertisement strategies so that existing customers remain loyal to it.

Research methodology Population Sampling Sample size Type of research Sampling designe Data source Method of data : : : : : : All the customers of various telecom companies in the city of Lucknow Simple random sampling 200 Exploratory deliberate (convenience sampling) Primary

Collection Time frame of study Contact method Limitation

: : : :

Survey two month personal interview time constraints

OBJECTIVE
The summer training is a bridge between the institute and the organization. Summer training programme made us understand how theoretical knowledge is applied in practical field. In exactly this context that we were privileged enough to join Reliance Communication on 22 may 2007 as summer trainees. The experience that we have gathered over the past two months have certainly provided us with an orientation, which we believe, will help us shoulder any responsibilities in future.

Main objective under taking this project are as follows: To study the direct effect of advertisement on the mind share of company. To understand the customer, what they remind in their mind To know how a company capture more mind share just by different type of advertisement To learn the skills of best marketing and advertising because business is either locally or internationally depends on advertisement.

SCOPE: - study is confined only to Luck now city.

Top of mind awareness(TOMA) is owing the space that your product or service occupies between your prospects years that way when they are ready to buy they think of you first. As corporation in every industry are tightening their belt straps in order to keep themselves in the black, the competition for professional speakers to present to these organization is tougher than ever. Corporate meeting planners, looking for the most bangs for their buck, are scrutinizing every speakers credentials and reputation in the hopes of booking the most influential presenter for their companys event. If this scenario sounds all too familiar, there is hope. In this age of increased corporate bottom line consciousness, getting top of mind awareness will set you apart from the competition. How the pros use publicity to enhance their top of mind awareness:(1) Develop your hook

No one wants to hear the same old message over and over again. Thats why you must develop a hook a unique angle that sets you apart from other speakers. (2) Write articles:-

Getting published in magazine or trade journal is an excellent way to become perceived as an expert; Articles allow you reach thousands of people free. Additionally you can reprint your published article and use them as promotional item. (3) Make phone calls to editors, reporters and producers:-

Phone calls are the most effective way to build rapport with media. By talking with media, you can learn exactly what they need and customize your message for their audience. (4) Send fax-outs and mail-outs:-If you need to reach a large audience in a short period of time, fax mail outs are ideal. They allow you to target quickly and exactly key people who will get you the most publicity.

INDUSTRY PROFILE
INDIAN MOBILE SERVICE SECTOR

Indias telecom market has grown rapidly in the last few years
Subscriber growth
180 120 60 0 2002 2003 2004 2005 Aug-06 44 53 164

CAGR - 38 76 %

98

Revenue growth
20 15 $ Billion 10 5 0 2002 2003 2004 2005 9 10

20 15

CAGR - 21%
11

2006

Revenues ~ USD 19.5 bn (FY 2006) CAGR (FY 2002-06) - 21% Have doubled in last 3 years Subscribers ~ 160 million (Aug 2006) CAGR (FY 2002-06) - 38 % Nearly quadrupled since FY 02 5-6 million being added every month Tele-Density - 14.8 (Aug 2006) Has doubled in 3 years

Target set for 2007 under NTP 1999 achieved during FY 2005

and is poised to be the second largest network globally by 2008*

800
Telecom Subscribers - Country wise December 2005 China 743

mn. subscribers

600 USA 360

India - Nov 2006 184 mn. subs

400

200

Japan 153

Germany 134

Rus 130

Ind 125

Expected to overtake US by 2008

* Based on excerpts from Worldwide Wireless Data Trends 2006 - a mid year update. Datacomm research

Mobile telephony continues to be the key growth driver

Subscriber Grow th - Mobile v s Fixed

Mn. subscribers

Progressive regulation Migration to revenue sharing Calling Party Pays (CPP) regime Unified access licensing Intra-circle merger guidelines Intensifying competition 3 to 6 players per circle Presence of CDMA and GSM providers Significant share of private sector

175 140 105 70 38 35 0

2002 2003 2004 2005 2006

143

42 13

43 34

52 41 41

Fixed (mn. subs)

Mobile (mn. subs)

Growing affordability ARPUs among lowest in the world Lower cost of ownership due to Low cost / used handsets Success of the pre-paid format

Wireless emerging as the preferred mass market format service providers focus on Internet / broadband access to improve fixed line ARPU* * Average Revenue per user 2006 figures as of Nov 2006

Growing network coverage is triggering further market expansion

Segme nt Urban Cellular reach (2003-04) Locations ~ 1700 of 5200 towns Negligble Population 200 million Cellular reach (End 2006 - Est.) Locations Population ~ 4900 towns out of 300 million nearly 5200 towns ~ 350,000 out of 450 million 607,000 villages

Rural

Negligible

Support from Universal Service Obligation Fund envisaged for shared network infrastructure creation in uncovered rural areas
Source: Recommendations on Rural Telephony 2005 - TRAI

Vibrant and competitive telecom market _

Company BSNL Presence Subscribers Share (%) Jul 06 (mn) Fixed Mobile Fixed Mobile 17.7 2.0 19.6 17.3 15.4 7.4 4.9 2.6 1.9 1.4 74.7% 19.6% 7.7% 2.3% 2.7% 21.7% 6.0% 19.2% 17.0% 8.2% 8.0% 5.4% 2.9% 2.1%

Government owned. Has ramped up GSM services. National presence 37.4 (except Mumbai and Delhi) Government owned. Operates in Delhi MTNL 3.8 and Mumbai. Integrated operator, with presence in Bharti all sectors. Largest mobile services 1.4 provider. Integrated operator. Plans expansion Reliance of GSM network apart from being the 3.0 largest private CDMA operators. Hutch Pure play GSM operator in 11 circles. IDEA Pure play GSM operator in 6 circles Integrated operator (along with Tata VSNL) with presence in all segments. 4.0 Teleservices Provides CDMA services in 20 circles Operates in 2 circles. Announced Aircel Plans to expand GSM footprint in North and North east Spice Pure play GSM player in 2 circles Others 0.4

10

Total

50

90

Source: TRAI, IMaCS research

Several Indian firms gaining a foothold in the global market

Indian service providers acquiring scale in the International Long
Distance market through acquisitions

Acquisitions - FLAG by Reliance, Tyco and Teleglobe by Videsh Sanchar

Nigam Limited VSNL is now the world's fifth largest carrier of voice globally

Reliances FLAG network connects with 28 countries. FLAGs FALCON

cable system when completed would connect 12 countries with 25 international cable landing stations

Investments in Infrastructure and Bharti-Singtel and VSNL investments in undersea cable Emerging as Integrated telco, positioning themselves as full
service providers

Tata teleservices-VSNL, Bharti, Reliance have end-to-end presence in ILD,

NLD and Access; BSNL has announced plans to get into ILD Focus on corporate connectivity - IPLCs, Frame relay, VPNs

Strong thrust on internet and broadband - both corporate and retail

segments

Reform thrust on independent regulation, competition and investment facilitation

11

Pre-reform Pre-1994 MTNL - Mumbai and Delhi; DTS elsewhere No mobile service NLD - DoT per/ BSNL ILD VSNL

Partial Deregulation

Further Deregulation 1999 - 2002 Licenses converted to revenue sharing Private sector share less than 5% in revenue terms Competition in NLD and ILD Licenses on Revenue share 4 mobile operators / circle NTP 1999 BSNL formed 2001 Internet Telephony 2002 FDI - 49 % New Telecom Policy, 1999

Take-off 2002 onwards Calling Party Pays CDMA launch 3-6 operators in each circle Intra-circle merger guidelines Unified Licensing

1994-1999 4 private fixed service providers with less than 1% market share 2 GSM mobile players in each circle 13 players start mobile service National Telecom Policy (NTP) 1994 TRAI constituted 1997 National Telecom Policy, 1994

Broadband policy 2004 FDI - 74% 2005 Unified Licensing Regime

Independent regulation has been a critical factor in growth

2006 Number portability Convergence 2005 Unified Licensing Quality of Service regulation Rural Telephony 2004 Intra-circle merger guidelines Internet / broadband penetration

TRAIs recommendations

2003 Calling Party Pays Regime Unified Access Licensing Reference Interconnect Order

2002 ILD opened to competition Internet Telephony allowed. Reduction in License fees

Mobile Value Added Services (VAS) explosive growth*

set to register

12

Data and VAS contributed to 7% of revenue in 2004 Messaging and music (ring tones, downloads etc) to be key contributors VAS revenues expected to grow given Demand - Young population (60% < 30 years) and an affinity to music and movies Supply - aggressive pricing, vibrant ecosystem of content providers / broadcasters, declining GPRS/mp3 handset prices

Indian Idol - a reality show on Sony Television got 55 million SMS messages in 5 months Radio Mir chi - a popular FM radio channel receives ~ 40000-45000 SMS messages every day R-World - the mobile portal of Reliance Communications had 5.3 million visitors out of its 18 million subscribers in 2005 VAS expected to contribute 20% of revenue by 2008 and 30% by 2010.

A compelling destination for Telecom service providers and equipment majors

w w acs.in w .im

Largest pure-play GSM service provider in India Has over 15 million subscribers
T L C M E E O

A dvantage India and b usiness opportunities

Acom ellin destin p g ation for T eleco service providers an m d equip en m m t ajors
Has a 10% stake in Bhartiargest pure -playGSMserviceprovider inIndia service provider L telecom, an integrated H over 15m n subscribers as illio Represents the largest foreign investment in the telecom services sector in India H as inB harti teleco , an m er In 2007 it has also captureda10%stakelargest foreignstake inthehutch. Hutchison investmintegrated telecomprovid in service servic R resents the ep ent es
sector inIndia

In2006 it has alsocaptured

h hiso utc n

stake inh utch. services in int V ture en

Prom and supports a range of telecom unications products and otes m

In inassocia n w lice dia tio ith nsed operators.

H invested inBharti A as irtel an also N o i2 is a 5 :50Jo d etw rk i 0

betw eenB arti an Sing el, co ectin C n to Sin h d T nn g hen ai gapore

N ortel o ffers a suite of p ucts andsolutions across tw broad rod o

C arrier N orks (in etw corp orating W ireless N orks, W etw ireline N etw O tical N orks) an E terprise N orks. p etw d n etw

categories o and rks

13

InIndia since 1991. H anR Dcentre in Bangalore as &

Promotes and supports a range of telecommunications products and services in India in association with licensed operators. Has invested in Bharti Airtel and also Network i2i is a 50:50 Joint Venture between Bharti and SingTel, connecting Chennai to Singapore

Nortel offers a suite of products and solutions across two broad categories Carrier Networks (incorporating Wireless Networks, Wire line Networks and Optical Networks) and Enterprise Networks. In India since 1991. Has an R&D centre in Bangalore

Key Indian Companies

BSNL - Incumbent service provider and World's 7th largest Telecommunications Company providing comprehensive range of telecom services in India Services include Wire line, CDMA mobile, GSM Mobile, Internet, Broadband, Carrier service, MPLS-VPN, VSAT, VoIP services, IN Services etc.

MTNL - State owned operator covering the cities of Mumbai an Delhi Provides both fixed and mobile services

14

Bharti Airtel - Integrated operator with presence in all segments Leads the mobile segment in the country

Reliance Communications - Largest player in India in the CDMA segment Plans a GSM network

Tata Teleservices - Integrated operator (with VSNL) with presence in all segments Provides CDMA services in 20 circles

Chairman's Profile

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

15

Till recently, he also held the post of Vice Chairman and Managing Director in Reliance Industries Limited (RIL), India's largest private sector enterprise. 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 raise 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.

Awards and Achievements :

Conferred the 'CEO of the Year 2004' in the Platts Global Energy Awards

16

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

BIOGRAPHY
Born on: June 4, 1959 Birthplace: Mumbai, India Father's name: Dhirubhai Hirachand Ambani Mother's name: Kokilaben Dhirubhai Ambani

17

Education: Bachelor of Science from the University of Mumbai and MBA from The Wharton School, University of Pennsylvania, USA Family : Married to Tina and has two sons Jai Anmol and Jai Anshul Business Address : Reliance Communications Limited, I Block, 2nd Floor, Dhirubhai Ambani Knowledge City, Navi Mumbai - 400710, India Telephone : +91 22 3037 5522, +91 22 3037 5534 Fax : +91 22 3037 5577 E-mail : anil.ambani@relianceada.com

His Inspiration
The strongest influence in Anil's life is his father, Shri Dhirubhai Ambani. Here are a few quotes from the legend himself. "Give the youth a proper environment. Motivate them. Extend them the support they need. Each of them have infinite source of energy. They will deliver."

18

"Growth has no limit at Reliance. I keep revising my vision. Only when you dream it you can do it."

Network

19

20

Telecommunication networks are the infrastructure for provisioning Communications services. All businesses today are dependent on telecom to continue their day-to-day operations. The range and quality of services that can be provisioned is determined by the quality of the network deployed. The Reliance Communications network consists of 60,000 kilometers of optical fibre cables spanning the length and breadth of India. These cables can carry thousands of billions of bits per second and can instantly connect one part of the country with another. This physical network and its associated infrastructure will cover over 600 cities and towns in 18 of the country's 21 circles, 229 of the nations 323 Long Distance Charging Areas (LDCAs) and broadband connectivity to over 190 cities. This infrastructure will be backed by state-of-the-art information management systems and a customer-focused organization. An interesting aspect of the network is the manner in which these fibres are interconnected and deployed. Reliance's architecture is so faulttolerant that the chances of failure are virtually nil. Reliance's ring and mesh architecture topology is the most expensive component to implement, but assures the highest quality of uninterrupted service, even in the event of failure or breakage in any segment of the network. Reliance has 77 such rings across the country with at least three alternative paths available in metros. Connected on this topology, the service has virtually no chance of disruption in quality performance. Ceaselessly so that state-of-the-art technology can be leveraged to create products and services that are affordable. Access networks determine the services that can finally be delivered to customer. Our network has wire line access technologies based on fibre as well as copper. Fibre in the access network makes broadband services easy to deploy. The wireless access network deployed for CDMA 1X is spectrum efficient and provides better quality of voice than other networks and higher data rates. CDMA 1X also provides an up gradation path to future enhancements.

21

Reliance - ADA Group

NETWORK

22

PAN India network and town coverage. 23

80,000 kms of optic fibre backbone. Wireless network covering over 4500 and about 3 lakh villages. 15, 000 Base Transceiver Stations (BTSs) across the country. Network with superior reliability. All this managed from our state-of-the-art national network operations centre in Mum

Reliance Hello

Fixed Wireless Phone (FWP) Great advantages at your fingertips BENEFIT #1 No Wires Attached Get on the wireless connectivity bandagon. And straight Away become immune to cuts in the cable, rains etc. Carry the set along with you when you move from one room to another or when you shift your home/office

24

BENEFIT #2 Mobile Phone's Features Enjoy all the features of a mobile phone: SMS, In-built caller line identification, voice mail, 99-number phone book, speaker phone, a choice of many ringbones, and etc. BENEFIT #3 City Mobility You can use your FWP anywhere within your city and still receive and make calls, at no extra cost

Handset Experience
Black and White Handsets

LG RD 2690 UTStarcom C1122 - Smarty LG RD 2650 LG RD 2630 LG RD 2530 LG RD 2430 SAMSUNG BOSS LG RD 2330 LG RD 2230 LG RD 2130 Nokia 2112 Samsung 356 slim

Color Handset

LG 5340 Nokia 3125 LG RD 5130 Nokia 3105 Nokia 6012 Nokia 6585

Color Handset with Camera 25

LG RD 6500 GTRAN GCP 4020 LG RD 6130 LG RD 6000 Nokia 6225

Video Camera Phone

LGRD 6230 NOKIA 6255

Camera Watch Phone

Telson TWC 1150

PDA Color Phone

UT Star PPC 6700 Kyocera 7135

My Reliance Mobile

Reliance Mobile and Reliance Hello (FWP only) individual customers can view their bills online.

The Reliance Communications Saga 1999 The Dream, 1999 26

"Make a phone call cheaper than a postcard and you will usher in a revolutionary transformation in the lives of millions of Indians" Dhirubhai Ambani 1999 2000 2001 2002
The Reality, November 15

Reliance Infocomm begins Project Planning

May 10

Optic fibre laying process commences in Gujarat, Andhra Pradesh & Maharashtra
May 1

First Media Convergence Node made "Ready for Electronics" at Jaipur

January 15

First Base Transceiver Station (BTS) made "Ready for Electronics"

February 25

Obtains International Long Distance License from Govt. of India

December 22

Commissions 1st Optic Fibre Backbone ring

December 24

Establishes 1st Point of Interconnect (POI) in New Delhi

December 27

Hon'ble Prime Minister of India, Atal Behari Vajpayee einaugurates Reliance Infocomm Hon'ble Union Minister for Parliamentary Affairs, Information Technology and Communications, Pramod Mahajan, inaugurates NNOC 2003
January 15

Introduces Dhirubhai Ambani Pioneer Offer for Reliance India

February 14

Launches Reliance WebWorld in top 16 cities

July 3

Launches R Connect Internet connection cable

2003 Aug 26 27

Introduces Reliance IndiaPhone Fixed Wireless Phone and Terminal

September 20

"Navratri" a data service in R-World posts a world record of 10 million downloads on the first day of the launch.
September 30

R World clocks a phenomenal 1 billion hits in 1 month

October 6

Launches integrated broadband centre at Reliance WebWorld, Bangalore

October 24

Deploys pilot of Home Netway in Mumbai

October 30

Reliance becomes India's largest mobile service provider within 7 months of commercial launch
November 3

Customer base touches 5 million

November 12

Migrates to Unified License Regime

November 16

Launches National Roaming

November 21

Launches International SMS to 159 countries launched

December 19

Adds 4500th Contact Centre Executive Contact Centre becomes the largest such facility deployed by any single Indian Service Provider

28

January 12

2004International wholesale telecommunications service provider, FLAG Telecom amalgamates with Reliance Gateway, a wholly owned subsidiary of Reliance Infocomm

February 9

Launches RIM Prepaid with attractive offer - For Rs 3500 get a Motorola C131 mobile phone and Rs 324 worth of re- charge vouchers instantly and stay connected for 1 year
February 17

Reliance subsidiary Flag Telecom announces FALCON Project - a major new Middle East Loop Terabits Submarine Cable System with links to Egypt and Hong Kong via India
March 22

Reliance Infocomm launches multi-player gaming on RIM handsets - a first in India

April 05

Reliance IndiaMobile introduces International Roaming facility to 172 countries, 300 networks
April 23

Reliance Infocomm introduces first ever auction facility on Mobile phones through R World.

29

May 27

Reliance Infocomm receives the Most Promising Service Provider of the Year 2003 (Asia Pacific) award at the Asia Pacific Technology Awards instituted by Frost & Sullivan.
June 8

Reliance Infocomm introduces World Card - a Prepaid International calling card for affordable and convenient ISD calls from India.
July 29

Announces India's First MPLS Global VPN Solution in partnership with MCI
August 5

Launches the first regional Customer Contact Centre in Chennai

September 6

Mukesh D. Ambani, Chairman, Reliance Infocomm, receives Voice & Data "Telecom Man of the Year" award
September 9

Introduces Railway Ticket booking from R World data applications suite of Reliance IndiaMobile
October 12

Mukesh Ambani voted the worlds most infuential telecom person by UK -based publication Total Telecom.
October 19

Reliance Infocomm bags the CDMA Development Group's 3G CDMA

Industry Achievement Award for International Leadership.

30

2005January 04 Reliance introduces first e-recharge facility in CDMA in India.

January 24

Reliance IndiaMobile announces mega rural plan to cover 4 lakh villages and 65 crore Indians by December 2005.
June 26

Anil Ambani appointed Chairman of Reliance Infocomm

July 30

Air Deccan and Reliance WebWorld join hands to offer air ticket booking facility at Reliance WebWorld

August 11

XLRI's Post-Graduate Certificate programme in Logistics Supply Chain Management (PGCLSCM) launched on Reliance WebWorld's virtual classroom platform. first of its kind e-learning programme in India.
August 18

Reliance Infocomm rolls out international roaming facility across several countries to become the first Indian CDMA operator to offer its customers such a service.
September 06

Reliance Infocomm tied-up with the Bombay Stock Exchange to make available live stock quotes on its mobile phones.

31

September 15

Reliance Communications, UK launched Reliance IndiaCall service in England and Wales enabling callers to make high-quality calls to India from any landline or mobile phone at economical rates.

September 21

Apollo Hospital and Reliance Infocomm join hands to provide top class healthcare service to millions of Indians in over a hundred Indian cities.
October 13

Reliance WebWorld wins Frost & Sullivan Market Leadership Award for Video Conferencing services.
November 12

Reliance Infocomm hosts the 4th global CDMA Operators Summit.

November 22

Reliance Infocomm joins hands with Indian Airlines to offer India's first mobile booking of domestic airline ticket.
November 30

Reliance Infocomm introduces MOREbile, redefines customer rewarding with 33 % more talk time on prepaid recharges of Rs 315 denomination and above and much more.
December 12

Reliance Infocomm and China Telecom sign agreement for telecom services to provide direct telecommunication service, including a global hubbing service, to subscribers in the two countries.

32

2006January 01 Reliance Infocomm launches "One Nation, One Tariff" to enable Reliance IndiaMobile prepaid users to call anywhere in India at Re one per minute.
January 19

Reliance Demerger adds record Rs.55, 000 Crore to shareholder wealth

January 23

TIMES NOW launched on Reliance Mobile Phones, making it the worlds first TV channel to be launched on a mobile phone. March 06 Reliance Communications Ventures Ltd. (RCVL), India's leading integrated telecommunications company, a member of the Reliance - Anil Dhirubhai Ambani group, lists on the Bombay Stock Exchange and National Stock Exchange.
March 21

Reliance Infocomm introduces R World in Hindi to become the world's first operator to offer mobile data services in more than one language on the same handset. This will make it possible for millions of Indians to access the popular R World with hundreds of every-day-use applications in the national language.
March 23

Reliance-Anil Dhirubhai Ambani Group signs up Indian cricket's whiz kid and heartthrob of millions Mahendra Singh Dhoni as the brand ambassador for Reliance Communications Ventures Ltd.

33

March 29

Reliance Infocomm becomes Indias first telecom operator to launch seamless inter-standard international roaming service - 1World.1Number, with single number on international CDMA and GSM networks.
April 27

Reliance Communications launches Indias first Talking Message Service (TMS) enabling its mobile users to send voice messages to not only other mobiles but also fixed wireless phones (FWP) and landlines.
June 22

Reliance Communications ties up with Disney to offer on Reliance Mobile World India's first 3D animation on mobile.
July 03

Reliance Communications launches 'Hello Capital Plan' to enable its subscribers in 19 state capitals to call each other at the local call rate of 40 paise per minute. 2007 RCOM and QUALCOMM Collaborate on CDMA2000 Expansion

Mumbai, India July 7, 2007 Reliance Communications, among Asias five most valuable telecom companies, and QUALCOMM Incorporated (Nasdaq: QCOM), a leading developer and innovator of advanced wireless technologies and data solutions, today announced their plan to grow CDMA2000 technology in India. At the same time, Reliance also announced their world leading CDMA2000 network expansion, covering more than 20,000 towns in India. The two companies will collaborate to leverage the capabilities of the CDMA2000 technology in the worlds fastest growing telecom market

34

Reliance Communications ties up with Cisco to launch Business Internet Services for SMEs in Pune Pune, June 26, 2007: Reliance Communications, Indias largest integrated telecom service provider and Cisco Systems, the worldwide leader in networking have joined hands to launch Reliance Business Internet Services for Small and Medium Enterprises in Pune. The launch of Reliance Business Internet Services, enabled by the state-of-the-art Wireless Broadband Network recently deployed by the company, is a composite bundled suite aimed at fuelling IT adoption by SMEs by considerably reducing the high entry costs.

Reliance Communications adds 1.4 million new mobile subscribers in May 2007

Reliance Communications adds 1.4 million new mobile subscribers Reliance Communications records 40% increase in Net additions
Mumbai, June 7, 2007: Reliance Communications, ranked among Asias 6 topmost valuable telecom companies, today announced a record 1.4 mn net subscriber additions on its mobile network during the month of May 2007

35

Reliance Money ties up with Barista First of its kind tie-up in the industry Barista to install Reliance Money retail kiosks at its outlets across the country Barista consumers can now complete financial transactions at Barista outlets using these kiosks. Reliance Money first company in India to provide trading through web-enabled retail kiosks. May 31, 2007, Kolkata: Reliance Money, the financial distribution company of the Anil Dhirubhai Ambani Group, and Barista Coffee Company Limited, pioneers of the caf revolution in India, today announced their first-of-its-kind tie-up in the industry. RCOM bags West Bengal E-Governance Project RCOM Signs MoU with West Bengal Government RCOM to set up and operate 1860 Common Service Centres Over 26 lakh households to get benefited Mumbai, May 9, 2007: Reliance Communications, Indias largest integrated telecom service provider has bagged the prestigious e-governance project of the West Bengal Government. Under this project, RCOM would set up 1860 Common service Centers (CSC) across the state of West Bengal for providing various Government 2 Government (G2G), Government 2 Business (G2B), Business 2 Business (B2B) and Business 2 Consumer (B2C) services to the rural populace of the State on a Build Own and Operate (BOO) model.

36

Board of Directors

Shri AnilD.Ambani- Chairman Prof. J Ramachandran Shri S.P. Talwar Shri Deepak Shourie

37

RESEARCH METHODOLOGY (a) Objectives:The objectives of this project are as follows:

1) To know the know the awarness level of different telecom company in the mind of customers and subscribers 2) To come out with awarness level created by Reliance and different telecom companies 3) To recognize that which part of advertisement has more impact on customer mind as well as to know, how customer compare reliance add with other competitors advertisement. (b) Requirement :For our project we required information like knowledge about the product and its marketing to know about its fully, how service companies tries to influence the customers mind. So we have to look newspaper, TV and outdoors mode of advertisement and promotional campaigns. (c) Source of information:Primary data were collected from customers having mobile or wants of mobile because a person who has mobile or going to buy always try to gather the information for taking decision . (d) Research Tool:For the data collection we used structured close ended questionnaire except only one question was open ended and some question are based on rankings. The ranking questions were mainly for recalling of various elements of advertisement so that we can know what are the elements which help the person to keep the brand and its advertisement in their mind.

38

(e)

Method used for data collection:Face to face direct interview with customers was taken so we can understand the perception of the customers about the different brands advertisement. (1) (2) Formulation of objectives:After taken the project we formulate the objectives. Sample size:For knowing the mind share of different brands we taken sample of 200 subscribers in Lucknow city Design of the questionnaire:The questionnaire is the most common tool in collecting data, so it should be carefully developed, tested and debugged before administered on a large scale. Research instrument:Questionnaire and personal interview. (5) Analyzing the information:For analyzing the data which gather, first we need to arrange that in table as the questionnaire, it was mainly open ended so had not face much problem. Data tabulation:We arrange the data in the form of table. Analysis:After tabulation we analyze the data with the help of pie chart because in pie chart it was easy to understand every thing in percentage as well as it gives better picture. Conclusion:On the basis of finding there should be a short summary. Recommendation:Should write some suggestion, was given by interviewed people either negative or positive.

they are (3)

we (6) (7)

(8) (9)

39

DATA INTERPRETATION AND ANALYSIS

QUESTION NO. 1
ARE YOU CURRENTLY SUBSCRIBING TO A MOBILE PHONE? FINDINGS:-

SUBSCRIBERS OF MOBILE PHONE

2%

YES NO
98%

INFERENCES:1. From the above we can conclude that almost all people are using mobile phone (about 98% ). 2. Only 2% are not using mobile phone

40

QUESTION NO. 2
WHICH BRAND ARE YOU USING? FINDINGS:-

35% 30% 25% 20% 15% 10% 5% 0%

32% BSNL 21% 20% 12% 12% 3% RELIANCE HUTCH IDEA AIRTEL TATA

TC H

TE L

NC E

BS N

ID EA

INFERENCES:From above most subscribers are from BSNL that is 32%after that reliance is 21% almost equally is HUTCH and with 12% share is of IDEA and AIRTEL each and TATA has share 3% in Lucknow city.

RE LI A

AI R

HU

TA T

41

QUESTION NO. 3
GENDER OF THE CUSTOMER. FINDINGS:-

G E N D E R O F S AM P L E

F E M A LE 24%

M A LE 76 %

INFERENCES:1. From the above graph 76% male person using mobile phone. 2. and 24% female are using mobile phone. 3. male person are using more mobile phone

42

QUESTION NO. 4
AGE GROUP OF CUSTOMERS.

FINDINGS:20-25 25-30 30-45 15-20 Above 45 42% 24% 17% 12% 5%

AGE OF MOBILE USER

50% PERCENTAGE 40% 30% 20% 10% 0% 20-25 25-30 30-45 AGE (IN YEARS) 15-20 Above 45 24% 17% 12% 5% 42%

INFERENCES:1.Age between 20 -25 years are most user of mobile phone its share is 42%. 2. 24% is from age between 25-30 years. 3. 17% ,12%, 5% are from the age between 30-45, 15 -20,and above 45 years respectively

43

QUESTION NO. 5
OCCUPATION OF CUSTOMER. FINDING:BUSINESSMAN PROFESSIONAL SERVICE STUDENT OTHERS 21% 10% 27% 36% 13

40% 35% 30% 25% 20% 15% 10% 5% 0% 10% 21% 27%

36% BUSINESSMAN PROFESSIONAL SERVICE 13% STUDENT OTHERS

RESULT:According to data obtained it has been observed that i. 36% of the sample are student, ii. 27% are service class, iii. 21% are business class, iv. 10% are professional and 6% are others, which includes retired professionals and housewives. Again the largest share is student which proves that youth are more aware. 44

BU SI N ES PR SM O AN FE SS IO NA L SE R VI CE ST UD EN T O TH ER S

QUESTION NO. 6
INCOME GROUP OF CUSTOMER. FINDINGS:-

INCOME OF MOBILE USER

60% 50% PERCENTAGE 40% 30% 20% 10% 0% 5000-10000 10000-15000 15000-20000 20000-25000 INCOME IN Rs 19% 10% 18% 53%

RESULT:-

1. It has been observed that 53% sample is fromRs.5000-10000. 2. 19% is from10000-15000, 3. 18% are Rs.20000-25000. 4. 10% are Rs.15000- 20000. Again the largest share is student which proves that youth are more aware from telecom companies.

45

QUESTION NO. 7
HAVE YOU SEEN AN ADVERTISEMENT OF ANY TELECOM COMPANY? FINDINGS:-

YES NO

100% 0%

NO, 0%

YES, 100%

YES

NO

RESULT: From above we can conclude that almost all people are aware of advertisement of telecom company.

46

47

PRINT ADVERTISEMENT

(A)

WHICH BRANDS HAVE SEEN BY YOU?

FINDINGS: RELIANCE HUTCH BSNL AIRTEL TATA IDEA 34% 22% 18% 15% 6% 5%

40% 35% 30% 25% 20% 15% 10% 5% 0%

34% RELIANCE 22% 18% 15% 6% 5% HUTCH BSNL AIRTEL TATA IDEA

RELIANCE

HUTCH

BSNL

AIRTEL

TATA

IDEA

INFERENCES:

48

From the above graph 34% people have seen RELIANCE print advertisement. After that HUTCH,BSNL and AIRTEL with 22%,18% and 15% respectively. In print advertisement dominant role is from RELIANCE.

(B)

ADVERTISEMENT THAT YOU HAVE SEEN IS FOR WHICH SERVICE PROVIDED BY A TELECOM COMPANY?

FINDINGS:

AWARNESS OF DIFFERENT BRAND'S PRINT ADVERTISMENT

82%

11%

7%

PREPAID

POSTPAID

VAS

INFERENCES:1. It has been found that maximum82% are well aware of prepaid advertisement 49

2. 11% of sample are well aware of VAS print advertisement 3. 7% are aware with postpaid advertisement. The share of various telecom brands under Postpaid, Prepaid and VAS is given below.

(B i)

PREPAID AWARENESS

AW ARNES S OF P REPAID
35% 30% 25% 20% 15% 10% 5% 0% 30% 22% 18% 18% 7%

PERCENTAGE

5%

A IRTEL

BSNL

HUTCH

IDEA

RELIA NCE TA TA

RESULT: It has been found that in prepaid print advertisement awareness. 1. 2. 3. 4. Reliance is having maximum share which is 30% followed by Hutch with 22%. Airtel and BSNL is having same share with 18%. TATA is having the 7% share. Idea is on the last with 5% share.

50

(B ii)

POSTPAID AWARENESS
AW ARNESS OF POSTPAID
50% PERCENTAGE 40% 30% 20% 10% 0% A IRTEL BSNL HUTCH IDEA RELIA NCE TA TA 7% 0% 20% 20% 13% 40%

RESULT:In post paid print advertisements it has been found that Reliance is having maximum share of advertisements which is 40% followed by Hutch and BSNL with percentage of 20% each followed by Idea with 13% and Airtel with7% share. TATA is having 0% awareness in postpaid print advertisements. (B iii) VAS AWARENESS
AW ARNESS OF VALUE ADDED SERVICES
50% PERCENTAGE 40% 30% 20% 10% 0% A IRTEL BSNL HUTCH IDEA RELIA NCE TA TA 4% 26% 19% 4% 4% 43%

RESULT:-

51

In VAS services of print advertisements it has been found that 1. 2. 3. 4. Reliance is having maximum share which is 43% followed by Hutch with 26% share. BSNL is having the share of 19%., Idea, TATA,and Airtel, are same with 4% share each.

(C)

WHICH ELEMENTS IN THE ADVERTISEMENT HELP YOU TO RETAIN THE KNOWLEDGE ABOUT THE BRAND AND ITS PRODUCT?

FINDINGS: BRAND AMBASSDOR 8% COBRANDING 0% CREATIVITY 39% MESSAGE CONVEYED 53%

E E E T O A VE T M N W IC L M N S F D R IS E T H H H L T R M ININM D EP O E A IN

8%

0% 39%

53%

B AN A A S O R D MB S D R C E R ATIVITY

COB A D G R N IN ME S G C N Y D S A E O VE E

INFERENCES: it has been found that maximum percentage of the sample retain the message conveyed which is 53% followed by creativity and brand ambassador which is

52

39%, 8% respectively. Co- branding is having 0% share in retaining elements of advertisements among the sample.

(C i)

BRAND AMBASSDOR

FINDINGS:-

AW ARNES S THRO UG H BRAND AM BAS S ADO R

40% 34% PERCENTAGE 30% 20% 10% 0% A IR T E L B S N L H U T C H ID E A R E L IA N CTEA T A 34% 16% 8% 0% 8%

RESULT:Awareness of brand ambassador 1. 2. 3. Airtel and BSNL is having maximum share which is 34% both. Hutch comes after that having share of 16%. Idea and TATA comes after that with 8% both. 53

4.

Reliance have 0% share in retaining brand elements of advertisements.

ambassador of

( C ii) CO BRANDING
AW ARNES S THROUGH COBRANDING
60% 50% PERCENTAGE 40% 30% 20% 10% 0% A IRTEL BSNL HUTCH IDEA RELIA NCE TA TA 10% 10% 20% 10% 0 50%

RESULT:-

Awareness of co- branding

Reliance is having maximum share which is 50% Hutch comes after that having share of 20% followed by Idea, BSNL and TATA having share of 10% each. TATA have 0% share in retaining brand ambassador of advertisement elements. (C iii) CREATIVITY:

54

AW ARNES S THROUGH CREATIVITY

40% 35% 30% 25% 20% 15% 10% 5% 0% 36% 26%

PERCENTAGE

13%

13% 8% 4%

A IRTEL

BSNL

HUTCH

IDEA

RELIA NCE TA TA

RESULT:-

Awareness of creativity
1. 2. 3. 4. Hutch is having maximum share which is 36%. Reliance comes after that having share of 26%. Airtel and BSNL is having share of 13% both. Idea with 8% and TATA with 4%.

(C iv) MESSAGE CONVEYED

55

AW ARNES S O F M ES S AG E CO NV EYED
40% 35% 30% 25% 20% 15% 10% 5% 0% 38%

PERCENTAGE

20% 15% 16% 8% 3% A IRTEL BSNL HUTCH IDEA RELIA NCE TA TA

RESULT:-

Awareness of message conveyed

1. 2. TATA is having maximum share which is 38% BSNL, Hutch, Airtel, Reliance, Idea with 20%, 16%, 15%, 8%, 3% respectively.

(D)

CAN YOU RECALL THE ELEMENTS WHICH WERE IN THE ADVERTISEMENT WHICH YOU HAVE SEEN?

FINDINGS:56

CLAIMED DETAILED 38% 40%

PROVEN 22%

R C L IN O T EV R U E E E T E A L G F H A IO S L M N S O P IN A D F R T D

22% 38%

40%

C IME LA D

D TA D E ILE

PO N R VE

RESULT:-

In the above pie chart we can observe:

1. Recalling of the various elements of print advertisements. 2. Detailed recall have maximum share of 40%. 3. claimed and proven recall with 38% , 22% respectively. Through this we can say that maximum percentage of sample have detailed recalling ability of the print advertisements.

(D i ) CLAIMED RECALL FINDINGS:

57

RECALLING OF PRINT ADD

35% PERCENTAGE 30% 25% 20% 15% 10% 5% 0% AIRTEL BSNL HUTCH IDEA RELIANCE TATA 1% 5% 19% 16% 30%

29%

RESULT:-

From the above bar graph we can observe that

1. 2. 3. claimed recall ability maximum percentage of sample can recall the reliance print advertisement with 30% share. 29% of the sample can also recall the Hutch print advertisement . Airtel, BSNL,TATA, Idea with 19%, 16%, 5%, 1% respectively.

(D ii) DETAILED RECALL

58

RECALLING OF P RINT ADD

35% 30% PERCENTAGE 25% 20% 15% 10% 5% 0% A IRTEL BSNL HUTCH IDEA RELIA NCE TA TA 14% 19% 17% 10% 10% 30%

RESULTS:- In detailed recalling 1. 30% of the sample could recall Reliance advertisement 2. BSNL, Hutch, Airtel, with 19%, 17%, 14% resdpectively. 3. TATA and Idea is having same percentage with 10%. (D iii) PROVEN RECALL
RECALLING OF P RINT ADD
50% 40% PERCENTAGE 30% 20% 20% 10% 0% A IRTEL BSNL HUTCH IDEA RELIA NCE TA TA 11% 4% 0% 22% 43%

RESULT:In proven recalling 1. 43% of the sample could recall Reliance advertisement 2. BSNL, Hutch, Airtel, and Idea with 22%, 20%, 11%, 4% respectively. 3. TATA is having 0% percentage of proven recalling ability of sample.

59

(E)

WAS THE ADVERTISEMENT SEEN BY YOU WAS GIVING THE CLEAR PICTURE OF THE MESSAGE WHICH WAS BEING COMMUNICATED?

FINDINGS:-

MESSAGE WAS BEING COMMUNICATED

NO 0%

YES 100%

RESULT:-

In the above graph all the people in survey said that advertisement seen by them was giving the clear picture of message conveyed.

60

61

TV ADVERTISEMENT
(A) WHICH BRANDS ADVERTISEMENT HAVE YOU SEEN?

FINDINGS:-

50% PERCENTAGE 40% 30% 20% 20% 10% 0% A IRTEL BSNL HUTCH IDEA 4% 32% 22%

43%

0% RELIA NCE TA TA

RESULT:It clear from the following graph that

1. 2. 3.

32% of sample have seen Airtel advertisement Reliance, Hutch, BSNL, TATA and Idea having percentage of 26%, 15%,11%, 10%, 6% respectively . This shows Airtel ahead of all other brands in advertisement awareness.

the print

62

(B)

ADVERTISEMENT THAT YOU HAVE SEEN IS FOR WHICH SERVICE PROVIDED BY A TELECOM COMPANY?

FINDINGS:PREPAID 79% POSTPAID 8% VAS 13%

AW ARNES S OF DIFFERENT BRAND'S TV ADV ERTIS M ENT

79%

13%

8%

PREPA ID POSTPA ID V A S

RESULT:-

1. Maximum 79% are well aware of prepaid advertisement 2. 13% of sample are well aware of VAS print advertisement 3. 8% are aware with postpaid advertisement. The share of various telecom brands under Postpaid, Prepaid and VAS is given below.

63

(B i)

PREPAID AWARENESS

FINDINGS:-

P REP AID AW ARENES S IN TV ADD

30% PERCENTAGE 25% 20% 15% 10% 5% 0%
ID EA CE EL H L AI RT RE LI AN HU TA TA BS N TC

27% 22% 11% 22%

8%

10%

INFERENCES:Above bar graph shows that 1. prepaid tv advertisement awareness of Airtel is having maximum share of 27% Hutch and Reliance is having same share with 22%. 2. BSNL 11% TATA is having the 10% share. 3. Idea is on the last with 8% share.

64

(B ii) POSTPAID AWARENESS FINDINGS:-

POSTPAID AWARENESS IN TV ADD

30% PERCENTAGE 25% 20% 15% 10% 5% 0%
AI R TE L ID EA N L C E H H U TC R EL IA TA TA BS N

24% 13%

25%

25%

13%

0%

RESULT: In postpaid TV advertisements 1. 2. 3. Reliance and Hutch is having maximum share of advertisements which is 25% each Airtel 24% followed by TATA and BSNL with 13%. idea is having 0% awareness in postpaid print advertisements.

65

(B iii) VAS AWARENESS

FINDINGS:-

VAS AWARENESS IN TV ADD

40% 35% 30% 25% 20% 15% 10% 5% 0%
AI R

38%

PERCENTAGE

23% 12% 4% 15% 8%

TE L

EA

C E EL IA N

INFERENCES:In VAS services of TV advertisements

1. 2. 3. 4.

Hutch is having maximum share which is 38% Airtel with 23% share. Reliance is having the share of 15%. BSNL 12%, TATA 8% and Idea 4%.

TA TA

U TC

BS

ID

66

(B)

WHICH ELEMENTS IN THE ADVERTISEMENT HELP YOU TO RETAIN THE KNOWLEDGE ABOUT THE BRAND AND ITS PRODUCT?

FINDINGS:RAND AMBASSDOR 11% CO BRANDING CREATIVITY 5% 39% MESSAGE CONVEYED 45%

E E E T O T A V R IS E TW IC L MNS F V D E T MN H H H L T R M INT EB A DINM D EP O E A H R N IN

1% 1

5 %

4% 5

3% 9

B A DA B S D R RN MASO C E T IT R A IV Y

C BA D G O R N IN M S A EC N E E ES G OV YD

RESULT:According to the above chart Maximum percentage of the sample retain the message conveyed which is 5% creativity 39%and brand ambassador which is 11% and Co- branding is having share in retaining elements of advertisements among the sample

5%

67

(C i)

BRAND AMBASSDOR

FINDING:-

AWARENESS THROUGH BRAND AMBASSADOR

50% PERCENTAGE 40% 30% 20% 10% 0%
H U TC H AI R TE L ID EA N L C E R EL IA TA TA BS N

44% 30% 26%

0%

0%

0%

RESULT:In Awareness of brand ambassador 1. Idea is having maximum share which is 44%. 2. Airtel comes after that having share of 30%. 3. BSNL and TATA comes after that with 0% both.

68

(C ii) CO BRANDING FINDINGS:-

AWARENESS THROUGH CO BRANDING

50% PERCENTAGE 40% 30% 20% 10% 0%
TC H TE L N C E EA N L AI R R EL IA H U TA TA BS ID

46%

27% 18% 9% 0% 0%

RESULT:In awareness of co- branding 1. Reliance is having maximum share which is 46% 2. Idea comes after that having share of 27% 3. Hutch18%, Airtel 9% BSNL and TATA having share of 0% each.

69

(C iii) CREATIVITY

FINDINGS:-

AWARENESS THROUGH CREATIVITY

50% PERCENTAGE 40% 30% 20% 10% 0%
TC H TE L N C E N L EA AI R R EL IA H U TA TA BS ID

45%

15% 8% 8%

16% 8%

RESULT:-

Awareness of creativity 1. Hutch is having maximum share which is 45% 2. Reliance comes after that having share of 16%. 3. Airtel 15% and BSNL,TATA and IDEA is having same 8%.

70

( C iv) MESSAGE CONVEYED

PERCENTAGE OF MESSAGE CONVEYED

40% 35% 30% 25% 20% 15% 10% 5% 0%
AI R

38% 28%

PERCENTAGE

12%

12% 6% 4%

TE L

ID EA

NL

E RE LI A N C

RESULT:Awareness of message conveyed

1. Airtel is having maximum share which is 38% 2. Reliance, Hutch, BSNL, Idea and TATA with 28%, 12%,12%, 6% and 4%, respectively.

HU

TA TA

BS

TC

71

(D)

CAN YOU RECALL THE ELEMENTS WHICH WERE IN THE ADVERTISEMENT WHICH YOU HAVE SEEN?

FINDINGS:-

R C L IN O T EV R U E E E T E A L G F H A IO S L M N S O T A V R IS M N F V DET E ET

2% 1 3% 4

4% 5

CA E L IM D

D T IL D EA E

POE RVN

RESULT:In the above pie chart we can observe that :-

1. TV advertisements detailed recall have maximum share of 45% 2. claimed and proven recall with 34% , 21% respectively. 3. Through this we can say that maximum percentage of sample have detailed recalling ability of the print advertisements.

72

(D i)

CLAIMED

FINDINGS:-

RECALLING OF TV ADD
35% 30% 25% 20% 15% 10% 5% 0% 32%

PERCENTAGE

18% 12%

19% 12% 7%

H U TC H

AI R TE L

ID EA

E R EL IA N C

RESULT:From the above bar graphwe can observe that 1. Maximum percentage of sample can recall the reliance print advertisement with 32% share. 2. 19% of the sample can also recall the Hutch print advertisement 3. Airtel, BSNL,TATA, Idea with 18%, 12%, 12%, 7% respectively.

TA TA

BS

73

(D ii) DETAILED
RECALLING OF TV ADD
35% 30% 25% 20% 15% 10% 5% 0% 33% 21% 13% 16% 5% 12%

PERCENTAGE

H U TC H

AI R TE L

ID EA

E R EL IA N C

RESULT:In detailed recalling ability it has been found that 33% of the sample could recall Airtel advertisement followed by Reliance, Hutch, BSNL, TATA and Idea with 21%, 16%, 13% ,12% and 5% resdpectively. (D iii) PROVEN
RECALLING OF TV ADD
45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 39% 29%

PERCENTAGE

9%

10%

7%

H U TC H

AI R TE L

ID EA

RESULT:In proven recalling ability it has been found that 39% of the sample could recall Airtel advertisement followed by Reliance, Hutch, BSNL, Idea and Tata with 29%, 10%, 9%, 7% and 6% respectively.

R EL IA

TA TA

BS

N C

TA TA

BS

6%

74

(E)

WAS THE ADVERTISEMENT SEEN BY YOU WAS GIVING THE CLEAR PICTURE OF THE MESSAGE WHICH WAS BEING COMMUNICATED?

YES 85%

NO 15%

M ES S A G E W A S B EIN G C O M M U N IC A T ED

NO 15%

Y ES 85%

RESULT:In the above chart we can see that 85% of the sample say that the advertisement which was being communicated gives them clear picture of the message and 15% say no for this

75

76

OUTDOORS ADVERTISEMENT
(A) WHICH BRANDS ADVERTISEMENT HAVE YOU SEEN?

FINDINGS:-

SHARE OF OUTDOOR BRANDS

40% 35% 30% 25% 20% 15% 10% 5% 0% 34%

PERCENTAGE

32%

16% 8% 7% 3%
E R EL IA N C

H U TC H

AI R TE L

ID EA

RESULT:According to data

34% of sample have seen Hutch advertisement Reliance, Airtel, BSNL, Idea and TATA having the percentage of 32%, 16%,8%, 7%, 3% respectively . 77

TA TA

BS

This shows Airtel ahead of all other brands in print advertisement awareness.

(B)

ADVERTISEMENT THAT YOU HAVE SEEN IS FOR WHICH SERVICE PROVIDED BY A TELECOM COMPANY?

FINDINGS:PREPAID 79% POSTPAID 6% VAS 15%

AWARNESSOF DIFFERENT OUTDOOR ADVERTISMENT

79%

15%

6%

PREPAID

POSTPAID

VAS

RESULT:According to data obtained it has been found that maximum 1. 79% are well aware of prepaid advertisement 2. 15% of sample are well aware of VAS outdoor advertisement 3. 6% are aware with postpaid advertisement.

78

4. The share of various telecom brands under Postpaid, Prepaid and VAS is given below

(B i)

PREPAID AWARENESS

FINDINGS:-

AWARNESS OF OUTDOOR ADVERTISEMENT

35% 30% 25% 20% 15% 10% 5% 0% 33% 32%

PERCENTAGE

15% 9% 7% 4%

H U TC H

AI R TE L

ID EA

E R EL IA N C

RESULT:According to the above bar graph 1. prepaid doutdoor advertisement awareness of Hutch is having maximum share is 33%. 2. Idea, Airtel, BSNL, Reliance and TATA is having share with 32%,15%, 9%, 7% and 4%.

TA TA

BS

79

(B ii) POSTPAID AWARENESS

AWARNESS OF OUTDOOR ADVERTISEMENT

35% 30% 25% 20% 15% 10% 5% 0% 31% 31%

PERCENTAGE

15%

15% 8% 0%
H U TC H ID EA L E R EL IA N C TA TA N BS

RESULT:In post paid print advertisements it has been found that Idea and Hutch is having maximum share of advertisements which is 31% Airtel and BSNL 15% each followed by TATA 8% and Reliance is having 0% awareness in postpaid print advertisements. (B iii)
AWARNESS OF OUTDOOR ADVERTISEMENT
40% 35% 30% 25% 20% 15% 10% 5% 0% 34% 23% 33%

PERCENTAGE

AI R TE L

3%

7% 0%
ID EA E R EL IA N C TA TA

RESULT:80

H U TC H

AI R TE L

BS

In VAS services of print advertisements it has been found that hutch is having maximum share which is 34% followed by Idea with 33% share and Airtel with 23%. Reliance is having the share of 7%., BSNL 3%, TATA 0%.

(C) ITS FINDINGS:-

WHICH ELEMENTS IN THE ADVERTISEMENT HELP YOU TO RETAIN THE KNOWLEDGE ABOUT THE BRAND AND PRODUCT?

BRAND CO AMBASSDOR BRANDING 7% 8%

CREA TIVITY 36%

MESSAGE CONVEYED 49%

E ME TS O O TD O AD R ME T LE N F U O R VE TIS N W ICHH LP TOR MAINB AN INMIN H E E R D D

7%

8%

49%

36%

B AN AMB SD R R D AS O CR ATIVITY E

COB AN IN R D G ME S ECO VE D S AG N YE

RESULT:According to the above chart and table it has been found that

Maximum percentage of the sample retain the message conveyed is 49% 1. creativity is 36%, 2. Co- branding is having 8% 81

3. brand ambassador which is 7% share in retaining elements of advertisements among the sample

( C i ) BRAND AMBASSDOR FINDING:-

AWARNESS THROUGH BRAND AMBASSADOR

40% 35% 30% 25% 20% 15% 10% 5% 0% 37%

PERCENTAGE

18% 13% 13% 0%

H U TC H ID EA L E

19%

AI R TE L

RESULT:Awareness through brand ambassador 1. hutch is having maximum share which is 37%. 2. Airtel comes after that having share of 18%. 3. TATA 19%, BSNL and Idea comes after that with 13% both and Reliance 0%.

R EL IA

TA TA

BS

N C

82

(C ii) CO BRANDING

AWARNESS THROUGH CO BRANDING

80% 70% 60% 50% 40% 30% 20% 10% 0% 67%

PERCENTAGE

13%

7%

13% 0%
ID EA E N C

0%
TA TA

H U TC H

AI R TE L

BS

RESULT:1. 2. 3. (C iii) Awareness through co- branding Reliance is having maximum share which is 67%. Airtel and Hutch comes after that having share of 13% Idea and TATA having share of 0% each CREATIVITY
AWARNESS THROUGH CREATIVITY
35% 30% 25% 20% 15% 10% 5% 0% 32% 30%

PERCENTAGE

10%

12% 8% 2%
H U TC H C E

AI R TE L

ID EA

RESULT:Awareness through creativity 83

R EL IA

TA TA

BS

R EL IA

1. Hutch is having maximum share which is 38% Reliance comes after that having share of 30%. 2. BSNL 12% and Airtel 10%, IDEA and TATAis having same 8% and 2% respectively.

(C iv) MESSAGE CONVEYED

PERCENTAGE MESSAGE CONVEYED

40% 35% 30% 25% 20% 15% 10% 5% 0% 34%

PERCENTAGE

32%

16% 8% 7% 3%
E R EL IA N C

H U TC H

AI R TE L

ID EA

RESULT:-

Awareness of message conveyed

1. Hutch is having maximum share which is 34%. 2. Reliance, Airtel, BSNL, Idea and TATA with 32%, 16%,8%, 7% and 3%, respectively.

TA TA

BS

84

(D)

CAN YOU RECALL THE ELEMENT WHICH WERE IN THE ADVERTISEMENT WHICH YOU HAVE SEEN?

FINDING:CLAIMED 36% DETAILED 34% PROVEN 30%

R C L IN O T E A IO SE E E T E AL G F H V R U L MNS O OT O R D F UD O A D

3% 0

3% 6

3% 4

CA E L IM D

D T IL D EA E

POE RVN

RESULT:-

In the above pie chart we can observe that 1. claimed recall have maximum share of 36%. 2. Detailed and proven recall with 34% , 30% respectively. 85

3. Through recalling

this we can say that maximum percentage of sample have claimeded ability of the print advertisements.

(D i)

DETAILED RECALL

RECALLING OF OUTDOOR ADVVERTISEMRNT

35% 30% 25% 20% 15% 10% 5% 0% 30% 32%

PERCENTAGE

16% 11% 7% 4%

H U TC H

AI R TE L

ID EA

E R EL IA N C

RESULTS:From the above bar graph we can observe that

1. maximum percentage of sample can recall the reliance with 32% share. 2. 30% of the sample can also recall the Hutch TV advertisement 3. Airtel, BSNL, Idea and TATA with 30%, 11%, 7%, 4% respectively.

TA TA

BS

86

(D ii) CLAIMED RECALL

RECALLING OF OUTDOOR ADVVERTISEMRNT
40% 35% 30% 25% 20% 15% 10% 5% 0% 36%

PERCENTAGE

32%

13%

10%

6%

3%
E

H U TC H

AI R TE L

ID EA

RESULT:In detailed recalling it has been found that 1. 36% of the sample could recall Reliance advertisement 2. Hutch, Airtel BSNL, Idea and TATA with 32%, 13%, 10% ,6% and 3% resdpectively. (D iii) PROVEN:RECALLING OF OUTDOOR ADVVERTISEMRNT
45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 40% 27% 19% 8% 3%
E

PERCENTAGE

R EL IA

H U TC H

AI R TE L

ID EA

R EL IA

TA TA

BS

N C

TA TA

BS

N C

3%

87

RESULT:In proven recalling it has been found that 40% of the sample could recall Hutch advertisement followed by Reliance, Airtel, Idea, BSNL and Tata with 27%, 19%, 8%, 3% and 3% respectively.

(E)

THE OUTDOOR ADVERTISEMENT SEEN BY YOU WAS IN WHICH FORM?

FINDINGS:-

FORM OF OUTDOOR ADVERTISEMENT SEEN BY SAMPLE 72.06%

14.22%

2.94% 3.92%

6.86%

HOARDING

GANTRY

BQS

KIOSKS

TRAFFIC SIGNAL

RESULT:According to data it has been found that 1. 72% sample are well aware with Hoardings. 2. traffic signal, gantry, BQS and Kiosks having 14%, 7% , respectively. 4% and 3%

88

(F)

WAS THE ADVERTISEMENT SEEN BY YOU WAS GIVING THE CLEAR PICTURE OF THE PICTURE WHICH WAS BEING COMMUNICATED?

FINDING: YES 86% NO 14%

M E SSA G E W A S B E IN G C OM M U N IC A T E D

NO 14%

YES 86%

RESULT:In the above chart we can see that 86% of the sample say that the advertisement which was being communicated gives them clear picture of the message and 14% say no for this.

89

90

PROMOTIONAL CAMPAIGNS
(A) WHICH BRANDS PROMOTIONAL CAMPAIGN HAVE YOU SEEN?

FINDINGS:-

35% 30% 25% 20% 15% 10% 5% 0%

30% 26% 24%

PERCENTAGE

7%

8%

5%

H U TC H

AI R TE L

ID EA

C E R EL IA N

INFERENCES:According to above bar graphit has been found that 1. 30% of sample have seen Reliance advertisement 2. Airtel, Hutch, Idea, BSNL and TATA having the percentage of 26%, 24%,8%, 7%, 5% respectively . 3. This shows Reliance ahead of all other brands in Promotional campaigns awareness. 91

TA TA

BS

(B ) CAMPAIGNS THAT YOU HAVE SEEN FOR WHICH SERVICE PROVIDEED FOR? FINDINGS:PREPAID 77% POSTPAID 11% VAS 12%

AW ARNESSOF DIFFERENT PROMOTIONAL CAMPAIGNS

77%

12%

11%

PREPA ID POSTPA ID V A S

RESULT:According to above pie chartit has been found that 92

1. 2. 3. 4.

maximum i.e. 77% are well aware of prepaid advertisement 12% of sample are well aware of VAS print advertisement 11% are aware with postpaid advertisement. The share of various telecom brands under Postpaid, Prepaid and VAS is given below

(B i)

PREPAID AWARENESS

FINDINGS:-

AWARENESS OF DIFFERENT PROMOTIONAL COMPAIGNS

35% 30% 25% 20% 15% 10% 5% 0% 32% 27% 20% 6% 9% 6%

PERCENTAGE

H U TC H

AI R TE L

ID EA

E R EL IA N C

RESULT:According to the above bar graph it has been found that 1. Promotional campaigns awareness of Reliance is having maximum share which is 32% . 2. Hutch BSNL, Idea, and TATA is having share with 27%, 20%, 9%, 6%and 6% respectively.

TA TA

BS

93

(B ii) POSTPAID AWARENESS

AWARENESS OF DIFFERENT PROMOTIONAL COMPAIGNS

30% 25% 20% 15% 10% 5% 0%
H U TC H AI R TE L L N BS

27% 23%

27%

PERCENTAGE

9% 5%

9%

ID EA

C E R EL IA N

RESULT:According to the above bar graph it has been found that in Postpaid Promotional campaigns awareness of Hutch and BSNL is having maximum share which is 27% followed by Airtel, Reliance, TATA and Idea is having share with 23%, 9%, 5% and 5% respectively.

TA TA

94

(B iii) VAS

A W A R EN ES S O F D IF F ER EN T P R O M O T IO N A L C O M P A IG N S
5 0% PERCENTAGE 4 0% 3 0% 2 0% 1 0% 0%
BS NL RE LIA NC E ID EA CH EL AI RT HU T TA TA

44 % 28 % 2 0% 8% 0% 0%

RESULT:According to the above bar graph it has been found that 1. Promotional campaigns awareness of Hutch is having maximum share a. Which is is 44% .

95

2. Reliance, Airtel, Idea, TATA and BSNL is having and 8% respectively.

share with 28%, 20%, 8%

(C)

WHERE YOU HAVE SEEN THESE PROMOTIONAL CAMPAIGNS?

FINDINGS:RETAIL MALLS OUTLETS ROADSHOWS 18% 46% 36%

P C SO P O O N L C M A N LA E F R M TIO A A P IG S E B TH S B C IB R EN Y E U S R E

1 8% 36 %

4% 6

M LLS A

R TA O TLE E IL U TS

RASO S ODHW

RESULT:96

According to above pie chart it has been found that 1. Maximum people have seen about 46 % of sample have seen promotional campaigns at retail outlets. 2. Rroadshows and malls with 36% and 18% respectively.

(D)

WERE THOSE CAMPAIGNS ABLE TO COMMUNICATE THE INFORMATION?

FINDING:-

M SSA E W S B IN C M U IC TE E G A E G O M N A D

N O 23%

YS E 77%

RESULT:According to above pie chart it has been found that 1. 77% of the sample say that these clear picture of the message . 2. While 23% say no for this. campaigns were able to communicate them

97

(E)

IF NO THEN, DO YOU GET KNOWLEDGE ABOUT NEW SERVICE AND PRODUCT THROUGH RETAILERS.

FINDING:-

YES 62%

NO 38%

INFORMATION WAS GIVEN BY RETAILER

38%

62%

YES

NO

RESULT:According to above pie chart it has been found that 98

1. 62% of the sample say that if the information of campaigns is not clear than they get information from retailer . 2. 38% say that they also do not get information from retailer.

LIMITATIONS OF THE PROJECT STUDY

This project study has certain weakness and limitation.

1) In the ensuring study, time was a constraint in addition to the researchers limit to physically endeavor in touching in depth a targeted group. 2) The time was short so we could not take a large sample so only with sample of 200 we have to analyze so it may deferred from earlier study. 3) Although there were limitation still I made my best so that this project can give clear and real picture.

99

RECOMMENDATIONS AND SUGGESTIONS According to the Analysis the following recommendation and suggestion are given

Promote TV advertisement :

Reliance comm. Should give more emphasis on tv Advertisement because people has great access to this media. Promote print advertisement:-

Reliance comm. Should promote its schemes by giving advertisement in news papers specialy VAS so that the people who dealt with it came to know that benefit of dealing with it. Concentrate more on creativity in advertisement

100

Reliance comm. Should Concentrate on some unique advertisement as Airtel and Hutch has done that more customer could be attracted towards it like Hutch and Airtel.

CONCLUSION It is conclude that in the city of Lucknow everyone is aware from advertisement of various telecom companies as 100% sample people are aware It is conclude that according to sample. In Print and Promotional Advertisement Reliance is on Ist position. In T.V. Advertisement and Outdoor Advertisement Reliance is on IInd position. In Print Advertisement Hutch is on IInd position followed by BSNL, Airtel, TATA and Idea respectively. In T.V. Advertisement Airtel is on Ist position, Hutch is on IIIrd position followed by BSNL, TATA, Idea respectively. In Outdoor Advertisement Hutch is on Ist position, Airtel is on IIIrd position followed by BSNL, Idea, TATA respectively. In Promotional Campaign Airtel is on IInd position followed by Hutch, idea, BSNL, TATA respectively.

101

BIBLIOGRAPHY Kothari C. R. : : Beri G. C. : Research methodology Taul and green Marketting research Marketting Management

Kotler phillip & Keller Kevin lane : Internet:www.relianceada.com www.telecomindustry.com www.google.com

102

ANNEXURE

TOP OF THE MIND AWARENESS

1) Are you currently subscribing to a mobile phone? Yes No 2) Which brand are you using? And why do you prefer this brand? OPERATORS TICK ANY ONE() A.BSNL B.AIRTEL C.IDEA D.HUTCH E.RELIANCE F. TATA Why do you prefer this brand?____________________________________ 3) Please tick the gender of the customer. Male female 4) Age group of customer (Tick only one) AGE-GROUP 15-20 Tick only one relevant check box () 20-25 25-30 30-45 Above 45

5) What is the occupation of customer? (Tick only one) 103

Occupation of customer PROFESSIONAL BUSINESSMAN SERVICE STUDENT ANY OTHER

Mark the appropriate ()

6) What is the income group of the customer? (Tick only one) Income Group (in Rs.) Tick only one relevant check box () 500010000 1000015000 1500020000 2000025000

7) Have you seen an advertisement of any telecom company? Yes No

8) If yes then which medium have you seen that advertisement? () the PRINT AD

appropriate

a) Which brands advertisement have you seen? OPERATORS A.BSNL B.AIRTEL C.IDEA D.HUTCH E.RELIANCE F. TATA TICK ANY ONE()

b) Advertisement which you have seen is for which service provided by the telecom co. SERVICES PREPAID POSTPAID VAS TICK ANY ONE()

c) Which elements in the advertisement help you to retain the knowledge about the brand and its product? ELEMENTS OF ADVERTISEMENT CREATIVITY OF ADVERTISEMENT TICK ANY ONE() 104

MESSAGE CONVEYED CO-BRANDING BRAND AMBASSDOR d) Can you recall the elements which were there in the advertisement which you have seen? Claimed recall Detailed recall Proven recall

e) Was the advertisement seen by you was giving the clear picture of the message which was being communicated? Yes No

TV ADVERTISEMENT

a) Which brands advertisement have you seen? OPERATORS A.BSNL B.AIRTEL C.IDEA D.HUTCH E.RELIANCE F. TATA TICK ANY ONE()

b) Advertisement which you have seen is for which service provided by the telecom co. SERVICES PREPAID POSTPAID VAS TICK ANY ONE()

c) Which elements in the advertisement help you to retain the knowledge about the brand and its product? ELEMENTS OF ADVERTISEMENT CREATIVITY OF ADVERTISEMENT TICK ANY ONE()

105

MESSAGE CONVEYED CO-BRANDING BRAND AMBASSDOR d) Can you recall the elements which were there in the advertisement which you have seen? Claimed recall Detailed recall Proven recall

e) Was the advertisement seen by you was giving the clear picture of the message which was being communicated? Yes No

OUT DOOR

a) Which brands advertisement have you seen? OPERATORS A.BSNL B.AIRTEL C.IDEA D.HUTCH E.RELIANCE F. TATA TICK ANY ONE()

b) Advertisement which you have seen is for which service provided by the telecom co. SERVICES PREPAID POSTPAID VAS TICK ANY ONE()

c) Which elements in the advertisement help you to retain the knowledge about the brand and its product? ELEMENTS OF ADVERTISEMENT CREATIVITY OF ADVERTISEMENT MESSAGE CONVEYED CO-BRANDING TICK ANY ONE()

106

BRAND AMBASSDOR d) Can you recall the elements which were there in the advertisement which you have seen? Claimed recall Detailed recall Proven recall

e) The outdoor advertisement seen by you was in which form? MEDIUM TICK ONLY ONE f) was the advertisement seen by you was giving the clear picture of the message which was being communicated? Yes No HOARDINGS GANTRY TAFFIC SIGNAL BQS KIOSKS

PROMOTIONAL CAMPAIGNS

a) Which brands promotional campaigns have you seen? OPERATORS A.BSNL B.AIRTEL C.IDEA D.HUTCH E.RELIANCE F. TATA TICK ANY ONE()

b) Advertisement which you have seen is for which service provided by the telecom co. SERVICES PREPAID POSTPAID VAS TICK ANY ONE()

c) Where have you seen these promotional campaigns? PLACES RETAIL OUTLETS MALLS ROAD SHOWS TICK ANY ONE()

107

d) Were those campaigns able to communicate the information? Yes No

e) If No then, do you get knowledge about new service and product through retailers? Yes No

108