A Project Report On

Comparative analysis of sales promotional activities Of Reliance Communication with others.

Submitted for the partial fulfillment of the requirements of the award of Master in Business Management Under the Guidance of Mr. D.K. Mishra,

Area sales Manager, RELIANCE Web Store LTD.

Submitted By GIRIJA SHANKAR MUKHERJEE Regd No: 1006206005

TO WHOM SO EVER IT MAY CONCERN

. We are pleased to certify that Girija Shankar Mukherjee a student of ABIT-JRD Tata Institute of Management, BPUT has completed her summer training under my guidance at our company for a period of 18th April to 30th June, 2008 The topic for the project was a comparative study of Sales Promotional activities of Reliance communication with other telecom sector.

. Area Manager, Relience web store Ltd

GUIDES CERTIFICATE:

This is to certify that the summer project entitled,

a comparative study of Sales

Promotional activities of Reliance Communication with other telecom sector is original piece of work done by Girija Shankar Mukherjee and submitted in partial fulfillment of Master in Business Administration has been carried out under my guidance and supervision.

Mr. D. K. Mishra Area Manager, Reliance Web Store LTD.

ACKNOWLEDGEMENT

The successful completion of the present research work conducted by me has been possible under the able sincere guidance of Mr. D.K Mishra Area Manager his persistent supervision and cooperation has been the source of inspiration for me carries the survey. My deepest gratitude to him for making my task easier with his profound advice which has been of immense value to me.

Girija Shankar Mukherjee

PREFACE

As a part of MBA we have to undergo summer training for 3 month in an Organization where we are to be exposed to the practical aspects of business world. I did my summer training at Reliance Communication. I had to study the working system and sales promotional activities conducted by the company.

To get the realistic view about the subject I had under gone various jobs which are done in the Sales Promotion. Moreover I was given a complete access to all the work so to get the practical knowledge.

The primary and secondary data was collected from the various customer and dealers. And the findings & suggestion were based on my own assessment. So I hope these will be very helpful for the company as marketing. Sales Promotion plays a very vital role in

DECLARATION

I hereby declare that this project a comparative study of Sales Promotional activities of Reliance Communication with other telecom sector has been prepared & submitted to Reliance Communication during the academic year 2010-12. I also declare that this project is a result of my own effort & is original. This report has not been submitted to any other institute and published at my other time.

Place:

Date :

Girija Shankar Mukherjee

CONTENTS

S.I

Topic
Preface Declaration Acknowledgement Certificate Chapter 1 Introduction Importance of study Methodology of study Objectives Scope Limitation Chapter 2Company profile Dhirubhais vision Chairmans profile Reliance initiative Reliance service Chapter3-

Page No.
5 6 4

1.

2.

3.

5.

Indian telecom scenario Indian telecom sector- the journey so far Difference of GSM & CDMA Optical fibre & uses. Chapter 5 Effect of sales promotion on consumer behavior Chapter 6 Data Analysis & Interpretation Chapter 7 Findings

6.

7.

CHAPTER- 1

INTRODUCTION IMPORTANCE OF STUDY METHODOLOGY OF STUDY OBJECTIVES SCOPE LIMITATION

INTRODUCTION

Recognising the crucial role that can be played by the telecommunication sector in Indias development, the Government of India in 1999 initiated a number of changes in the telecommunication and regulatory and policy framework. Through these the Government hoped to facilitate an increase in telecommunication penetration, which stood at 1.3% in 1995. The reforms, with an eye on a telecommunication penetration of 15% by 2010, resulted in a flurry of private operators entering the market breaking the monopoly of the incumbent operator Bharat Sanchar Nigam Limited (BSNL). Reliance Infocomm was born in the year 2000 as a child of this market liberalisation process with a vision to provide the latest telecommunication facilities to every Indian at the price of a post card. Reliance Infocomm helped the mobile phone penetration in India to grow from 0.25 percent in early 2001 to about 5.7 percent in June 2005. This paper1 discusses the innovative strategies adopted by Reliance Infocomm to usher in the telecommunication revolution in India. Specifically the paper takes a look at the new paradigms in cost competence and marketing which helped Reliance Infocomm to drive down costs and drive up volumes. The first part of the report introduces the scale and complexity involved in shaping the Reliance Infocomm vision into reality. The second part looks at the cost strategies adopted by the company, while the third part looks at the creative ways in which the process of marketing value added to the process. Reliance Communication Ltd. is the flagship company of Anil Dhirubhai Ambani group, India's largest private information and communications services provider with over 17 million subscribers. Reliance Communication has established a pan-India, highcapacity, integrated (wireless and wireline), convergent (voice, data and video) digital network, to offer services spanning the entire Infocomm value chain. On December 28, 2002, Reliance Infocomm launched the Reliance Developer Programme. Dhirubhai Ambani believed that people were India's greatest strength which, if nurtured, could transform India into a great nation. In keeping with his vision, Reliance Developer Programme focuses on creating a developer community that will create applications that delight, stimulate, entertain, educate and simplify people's lives. Reliance Developer Programmed would focus on creating a developer

community that will enrich the communications experience and drive adoption of the voice and data services through innovative application design and development. The objective of Reliance Developer Programme is to help unlock the talent and ideas that would normally struggle to come to fruition. The sharing of knowledge in the Developer Portal, will forge valuable relationships and help to develop these concepts. Together, these ideas can be converted into products and services that have great market potential.

IMPORTANCE/BENEFITS OF THE STUDY:

High level of customer satisfaction will strengthen the brand and pave the way for greater penetration. It will impart inputs to the managers to take corrective measures for larger customer satisfaction too. Reliance Communication Ltd. is the flagship company of Anil Dhirubhai Ambani group, India's largest private information and communications services provider with over 17 million subscribers. Reliance Communication has established a pan-India, highcapacity, integrated (wireless and wire line), convergent (voice, data and video) digital network, to offer services spanning the entire Infocomm value chain. Objective of Reliance Developer Programmer is to help unlock the talent and ideas that would normally struggle to come to fruition. The sharing of knowledge in the Developer Portal, will forge valuable relationships and help to develop these concepts. Together, these ideas can be converted into products and services that have great market potential. Reliance Communication will offer a complete range of telecom services, covering mobile and fixed line telephony including broadband, national and international long distance services, data services and a wide range of value added services and applications that will enhance productivity of enterprises and individuals.

10

The progress of our company depends on sales promotion policy. Sales promotion is a key ingredient in marketing campaigns, consist of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or trade. Where as advertising offers a reason to buy, sales promotion offer an incentive to buy. Basically sellers use incentive type promotions to attract new tries, to reward loyal customers, and to increase the repurchase rate of occasional users. Sales promotions often attract brand switchers, who are primarily looking for low price, good value, or premiums. So, as the great multinational have started to use sales promotion as a key driver in the marketing mix, how can smaller &newer businesses also benefit from using promotional activity? According to institute of sales promotion, sales or service to achieve specific sales and marketing objectives. Sales promotion is a means of achieving marketing objectives by offering short-term additional value to a brand. The key words in this definition are: Marketing objectives. The objective is usually to increase sales in one guise or another. Short-term. Promotional activity has to be temporary in order not to become an intrinsic attribute of the brand. Additional. Promotions have to offer the customer something extra. Where it is value, e.g. a free product, goods, eg. a branded gift or prizes, or other intangible benefit, such as a link with a charity. The key reason for implementing any kind of sales promotion activity is identifying a specific marketing need that can be addressed most effectively by promotional activity. Increasing the probability of a customer who has used the product or service before buying it again. They are different to other marketing requirements because they represent a specific call to action. In contrast, brand awareness is not a specific call of action. If brand awareness is an objective over say, then your needs may be better served by using advertising. Promotional activity operates most often in partnership with other marketing activity. Typically this will be advertising but may also include direct mail, public relations or sponsorship campaigns.

11

However, sales promotion has some advantages over conventional advertising, which are particularly relevant to the smaller business. Promotional activity can be targeted to a greater degree then other forms of advertising. Promotions can be timed and results viewed over a more specific and much shorter timeframe than conventional advertising. Perhaps most importantly, promotional campaigns can be quantified relatively easily and as results are more readily available, activity can be accurately evaluated. Broadly speaking there are three promotional techniques that attract target customers to participate: Discount Free gift Coupon Price promotions are the excellent means of generating trial & loyalty as well as increasing volume of purchase & getting consumers of competitor brands to change to yours brand switch. A word warning prize promotions are legally complex and you should always seek professional advice. The main difference between competitions and free prize draws is that competitions may request a proof of purchase and free prize draws have to be no purchase necessary. Instant win promotions are technically free prize draws, which is why the small print will always offer customers the chance to participate without purchasing the product in question. Equally competitions and free prize draws are tried and tested ways of encouraging customers to pick you product. For that reason company required sales promotional activity.

12

METHODOLOGY
PROBLEM STATEMENT
The Reliance India Mobile is one of the leading players of telecom sector in the Indian market. In addition, it has global presence too. After the Indian market is ferreted with other players like AIRTEL, SMART, and BSNL, Vodafone, AIRCEL. it is imperative to know the level of sales promotional activities of RIM as compared to other companies. As a matter of convenience we considered both the prepaid & post paid service. To determine the market potential of RIM with respect to the other competitors.

RESEARCH OBJECTIVE
The objective of the research is to compare the sales promotional activities of RIM & other companies of the Telecom sector on parameters like offer, scheme, value added services etc.

Objective (customer point of view):

To measure the gap between the customer expectation regarding sales promotional activities provided by company & Management perception. To know the reason why customer search for sales promotion. To identify the other offer provided by different companies of telecom sector.

Objective (dealer point of view):

To identify the offer provided by the company benefits. To compare the sales promotional activities taken by the companies for dealer to promote the sale. passed on to customer with

13

RESEARCH DESIGN

1. Type of research:
Exploratory Study by a questionnaire survey. (dealer & customer)

Sample Unit Sampling type Sample size

: Customer & dealer/retailer : Stratified Random Sampling : 100 (dealer/retailer) and 300 (customer)

2. Data Collection:
To nullify the error in sampling we divided the city of CUTTACK into 5 areas and the sample elements were gathered uniformly from each area. This gave a preliminary idea on the promotion they actually getting by the service provider. The survey was conducted by means of a questionnaire. The elements of the sample were in all type like students, business man, employees of different companies.

DATA ANALYSIS:
The data were analyzed through simple cross tabulation and unvaried techniques. Visual displays of the data were done through pie charts and histograms. As some are taken as hypothesis so we required to test that by ANOVA method.

LIMITATION:
1. The sample size taken for the analysis may not represent the whole population.

14

2. An in-depth study would require more time, thus due to time constraint the result may have been affected. 3. At the time of opinion, respondents tend to be biased wish troubled us while analyzing.

SCOPE:
1. The survey was conducted on 300 respondents. 2. Operational area was restricted to CUTTACK. The survey was for consumer promotion & trade promotion

15

CHAPTER- 2

COMPANY PROFILE DHIRUBHAIS VISION CHAIRMANS PROFILE RELIANCE INITIATIVE RELIANCE SERVICE

16

COMPANY PROFILE
The Reliance Group, India's largest private sector enterprise and one of the 500 largest enterprises in the world, will launch Reliance Infocomm Limited on December 28, 2002. Reliance Infocomm will usher a digital revolution in India and herald a New Way of Life for a New India. The date of the launch commemorates the birthday of late Dhirubhai Ambani, the Founder Chairman of the Reliance Group. His dream of harnessing the power of information technology and communications to build a New India is the seedling that has grown into Reliance Infocomm. To make this dream a reality, Reliance Infocomm, under the leadership of Mukesh Ambani, has created an overarching digital infrastructure using state-of-the-art technology on the strength of a 60,000 kilometre terabit capacity optic fibre network covering over 600 cities. The goal of Reliance Infocomm is to progressively expand its optic fibre network and eventually cover 116,000 km, with the ability to seamlessly connect every individual, home, and office in all 640,000 villages and 2,500 towns and cities of India.

17

Dhirubhai's Vision Dhirubhai Ambani dreamt of a New Way of Life for a New India. Reliance Infocomm is being launched to make this dream a fact of life for every Indian. The son of a school teacher in a remote village, Dhirubhai Ambani founded Reliance Industries Limited with courage, creativity and commitment as his principal assets. Within a span of 27 years, he shaped it into a Rs 89,000 crore (USD 13.5 billion) group. Today, the business activities of Reliance cover oil and gas, petroleum refining, petrochemicals, plastics, polyester, textiles, financial services and infrastructure. He fashioned a strategy, which was conceptually simple and sweeping in its impact. He encouraged the Reliance Infocomm team to look for the best technology in the world and use it to reduce the cost to the consumer. Dhirubhai Ambani envisioned an all-encompassing and affordable information and communications infrastructure to fashion a new society by building communities with shared interests and values, and empowering people by overcoming the handicaps of illiteracy and mobility. He visualized the ability of information technology to deliver new means for enlightening, entertaining and enriching people; and making livelihood an enjoyment, learning an experience, and living an excitement. This vision signaled a sweeping revolution for a New Way of Life for a New India. Reliance Infocomm therefore, is an instrument for accomplishing this revolution.

18

Chairman's Profile Mr. Anil D. Ambani, 52, is the Chairman of Reliance Communications Ventures Ltd., Reliance Capital Ltd. and Chairman & Managing Director of Reliance Energy Ltd. Till recently he also held the position of the Vice Chairman and Managing Director of Reliance Industries Limited. The Reliance group is India's largest business house, founded by late Shri Dhirubhai H. Ambani (1932-2002).

Mr. Ambani is a Bachelor of Science from the University of Bombay and an MBA from The Wharton School, University of Pennsylvania, USA. He joined Reliance in 1983 as Co-Chief Executive Officer. He has to his credit many financial innovations in the Indian capital markets and has pioneered India's first forays into the overseas capital markets with international public offerings of global depository receipts, convertibles and bonds. He has directed Reliance in its efforts to raise, since 1991, around US$2 billion from overseas financial markets; with the 100-year Yankee bond issue in January 1997 being the high point of his endeavors. He has steered the Reliance Group to its current status as India's leading textiles, petroleum, petrochemicals, power and telecom player. He is a Member of the Wharton Board of Overseers, The Wharton School, USA.

19

Reliance Infocomm Initiative Recognising that Dhirubhai Ambani's vision of a New Way of Life for a New India will become a massive material force when it grips millions of men and women, Reliance Infocomm is executing the entire project as a comprehensive, unprecedented partnership between authorities, people and businesses. This partnership is already in action. It began with the unveiling a new telecom policy and the Government has empowered 18 state governments, 7,000 municipal authorities, thousands of young professionals, engineers and workers. Proceeding in the same partnership mode, Reliance Infocomm will bring out the convergence of information and communications to energise enterprises by opening up new paths for profitable ventures, facilitating outsourcing of businesses and making transactions efficient. This overarching infocomm architecture will galvanise

governance by making records easily accessible, services rendered efficiently and processes made seamless and efficient. All this will make Infocomm a means to empower and enlighten every individual, home, and office.

Reliance Infocomm services: Reliance Infocomm will offer revolutionary, data, video and value-added services at a cost affordable by all, in the largest and most complex rollout in the history of the information technology and communication sector worldwide. Reliance Infocomm is ready to start services in three concrete phases: (i) With a mobile revolution, in the form of the Reliance IndiaMobile service through a nationwide wireless network that will reach out to 90% of India's population and eventually to every Indian. This revolution will enable every individual talk, learn, shop, bank, transact, entertain and be informed, while on the move.

20

(ii) In mid 2003, with an enterprise net way revolution by providing 100 mbps Ethernet links to every desktop and device to half a million enterprise buildings initially and eventually to 10 million buildings. This revolution will empower every enterprise by making transactions efficient, functions seamless and new economic opportunities abundant. (iii) In end 2003, with a consumer convergence revolution by providing high speed Ethernet links to 80 million homes initially and eventually to every home. This revolution will enlighten every home with an entire range of television channels, high-speed telephony, audio conferencing, videoconferencing and video on demand.

Digital Revolution Reliance Infocomm will provide knowledge workers a platform to develop and offer technology solutions for all professions and institutions across the world. It will catalyze India's formidable software talent to develop products for the global market, and realize substantially higher value for their efforts. Reliance Infocomm, by the end of 2003, will have unleashed a self-sustaining economic revolution in India. A digital revolution for a New Way of Life for a New India. Reliance Infocomm will transform the way India communicates with and connects to the rest of the world. The way each and every citizen of India talks over the phone, sends messages, listens to music, news, views, videos, receives and uses information, connects to the Internet, while on the move. The way in which the young and the old learn, work, shop, bank, and form associations. The way companies transact business and provide services to customers.

21

CHAPTER- 3

INTRODUCTION OF SALES PROMOTION TECHNIQUES FOR CONSUMER & DEALER ADVANTAGES & DISADVANTAGES

22

INTRODUCTION OF SALES PROMOTION

In marketing, sales promotion is one of the four aspects of promotion. (The other three parts of the promotional mix are advertising, personal selling, and publicity/public relations.) Sales promotions are non-personal promotional efforts that are designed to have an immediate impact on sales. Sales promotion is media and non-media marketing communications employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include:coupons discounts and sales contests point of purchase displays rebates gifts and incentive items free travel, such as free flights Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions. Consumer sales promotion techniques Price deal: A temporary reduction in the price, such as happy hour Loyalty rewards program: Consumers collect points, miles, or credits for purchases and redeem them for rewards. Cents-off deal: Offers a brand at a lower price. Price reduction may be a percentage marked on the package.

23

Price-pack deal: The packaging offers a consumer a certain percentage more of the product for the same price (for example, 25 % extra). Coupons: coupons have become a standard mechanism for sales promotions. Loss leader: the price of a popular product is temporarily reduced in order to stimulate other profitable sales Free-standing insert (FSI): A coupon booklet is inserted into the local newspaper for delivery. On-shelf couponing: Coupons are present at the shelf where the product is available. Checkout dispensers: On checkout the customer is given a coupon based on products purchased. On-line couponing: Coupons are available on line. Consumers print them out and take them to the store. Rebates: Consumers are offered money back if the receipt and barcode are mailed to the producer. Contests/sweepstakes/games: The consumer is automatically entered into the event by purchasing the product. Point-of-sale displays: Aisle interrupter: A sign the juts into the aisle from the shelf. Dangler: A sign that sways when a consumer walks by it. Dump bin: A bin full of products dumped inside. Glorifier: A small stage that elevates a product above other products. Wobbler: A sign that jiggles. Lipstick Board: A board on which messages are written in crayon. Necker: A coupon placed on the 'neck' of a bottle. YES unit: "your extra salesperson" is a pull-out

24

Promotional Pricing: One of the most frequently used sales promotional techniques is that of offering promotional discounts; `buying' extra sales - only in the short term. These can be grouped into a number of main categories:

Price reductions - The simple `money-off' promotion is the most direct and hence may have the most immediate impact on sales levels. As it is shown on the `pack', it is also difficult for any retailer to avoid passing it on to the consumer. It is the most expensive technique, because to be effective it usually needs to represent 15 to 20 per cent off the regular retail price. It may also prove difficult to restore the price to its original level at the end of the promotion, as consumers, and in particular retailers, may decide to stock-pile in order to hold off their purchases until the next promotion. It may also do considerable damage to the image of quality products or services, especially where the price-off `burst' or `flag' may visually dominate the label.

Free goods - The offer of more products for the same price has a number of advantages. It often costs the supplier significantly less than a price cut, and it forces the customer to buy more than usual; possibly setting a new pattern of usage. Also, it possibly has less impact on the established price; although it can set an awkward precedent.

Banded offers - Two or more products, often banded together using adhesive tape, almost invariably at a lower price (although one product may be offered as a `premium') are typically meant to offer greater `value'; but this normally poses problems in terms of requiring changes to the production lines - often with considerable reductions in productivity.

Vouchers or coupons - Where the aim is to extend the penetration (or trial) of the product or service to new customers (particularly in the case of a new product launch), coupons are often used. They are most effectively delivered

25

door-to-door, where they achieve high redemption rates. They may also be incorporated in Press advertisements - which are cheaper to run but have a considerably lower redemption rate. Depending upon the generosity of the offer, this is supposed to tempt consumers away from their existing brands to try the new one. This can be a very effective type of promotion if coupon redemption levels are high enough, and may be more cost-effective than sampling; and it clearly has only limited impact on the prices paid by existing customers.

Cash refund - A cash refund (from the retailer or by mail), usually on the basis of a `voucher' which is attached to, or is part of, the pack, is a way of offering a controlled price reduction. On the other hand, the redemption procedures may be complex (and unwelcome to the trade). It can also be expensive: sometimes (when `trial' is being sought) the refund may even be as much as the whole purchase price, although the redemption rates reported (of only a few per cent) indicate that many purchasers never redeem the offers - and so actual costs may be significantly reduced.

Money off next purchase - A somewhat similar coupon offer, this time on the label of the product itself, may be used to extend buying patterns; and build customer loyalty.

Loss leader pricing - In the case of the service and distribution industries, a product or service may actually be priced below cost in order to attract customers into the branch, in the hope that they will buy other products or services which 'are' profitable.

Cheap credit - Where credit is offered, lower-priced or even free credit may be used instead of a simple price reduction. This may be cheaper to the vendor who has access to cheaper lines of credit (although the cost of bad debts must also be covered). It may be particularly attractive to the more naive consumer who sees it as a way of getting something now, and paying later. It may also be a means of introducing the consumer to the use of the supplier's credit facilities.

26

Special events - Certain sectors of the retail trade offer `special', usually seasonal, events to encourage buying during periods of traditionally low turnover.

Non-price Promotions: There are a number of other forms of promotion which aim to offer `added value', but which are not so directly price-related:

Competitions - In this case the purchaser receives the right to one or more entries in a competition. Exceptionally, if the main prize is very large (and it is the size of the top prize which reportedly determines the interest of the consumer), this can be a very attention-getting form of promotion. It can be very easy and cheap to mount, and has a guaranteed fixed maximum cost. In its normal form, though, it has a lower level of interest for the consumer, with a low `redemption' rate; and is now often just used as a means of gaining extra instore impact.

Personality promotions - In former times, in particular, teams of `sales promoters' toured the country (sometimes dressed in the most outlandish of costumes), offering incentives such as `instant prizes' to potential users. More recently, this has been largely superseded by `in-store promotions', staffed by personnel who are usually part-timers employed by specialist agencies. The process can be expensive, and difficult to control, although it may occasionally generate some of the benefits of face-to-face selling.

Free gifts and mail-ins - These give the customer an additional offer (a `giveaway' either `on-pack', or at point of sale, or by mailing in). They can be expensive to run (depending on the value of the `free offer'). The technique can be used to establish repeat purchase if a 'number' of coupons (and hence packs) have to be collected. However, the administration can be complex, and additional sales may just come from heavy users buying forward. A special form

27

of the `giveaway' is one where the container itself is `reusable' (for instance, a shelf-storage jar containing instant coffee). Such free gifts are not restricted to FMCG products. Some banks, for example, have offered free legal help and surveys to those taking out a mortgage.

Self-liquidating offers - In this case the offer is not free, as a result of which some writers call it a `premium' offer. Like a competition it can add interest and the impression is usually given that the supplier is subsidizing the offer, so that the customer will obtain a good deal on the item. In practice, the intention is usually to cover the cost within the amount paid by the customer; in effect offering the customer only the benefit of the supplier's buying power (or the special deal which has been negotiated). It is now seen as having low consumer interest and is only used in the few situations in which such marginal impact is worthwhile; though there would appear to be few of these. It can also have significant hidden costs, since it is difficult to administer; and forecasting stock levels is a very problematic experience.

Multibrand promotions - A number of brands, typically from one supplier, share a single promotion, in order to maximize impact for given costs. This technique can be used to recruit new users to these other brands, but it will only work well if all these brands are in widespread distribution, and there is some logic to the link.

Sampling: This is generally the most powerful form of promotion for `new products', the immediate aim being to obtain `trial' by users. It is normally used as one of the very early elements in a launch. It is a very expensive promotional device; often less cost-effective than any of the other forms of promotion. But it is the most effective, direct and immediate way of obtaining 28

consumer trial. Retailers also recognize its power to pull in customers, and it may accordingly also help to achieve distribution. Indeed, it is often combined with a moneyoff voucher, to ensure that a successful trial is rapidly followed by a purchase. Trade sales promotion techniques: Trade allowances: short term incentive offered to induce a retailer to stock up on a product. Dealer loader: An incentive given to induce a retailer to purchase and display a product. Trade contest: A contest to reward retailers that sell the most product. Point-of-purchase displays: Extra sales tools given to retailers to boost sales. Training programs: dealer employees are trained in selling the product. Push money: also known as "spiffs". An extra commission paid to retail employees to push products. Advantages and Disadvantages of Sales Promotion Advantages: sales increase - the main short-term benefit defined target audience - it can be targeted on specific groups (especially selected retailers and their customers) defined role - it can also be targeted to achieve specific objectives, such as increasing repeat purchase indirect roles - it can also be used to achieve other objectives, such as widening distribution or `shelf facings' Disadvantages short term - almost all of the effect is immediate. There is rarely any lasting increase in sales

29

hidden costs - many costs, not least the management/salesforce time and effort, do not appear in the direct costs confusion - promotions can conflict with the main brand messages, and confuse the customer as to what the image really is. price-cutting - which can persuade users to expect a lower price in future, and potentially damage `quality' Trial purchase - Some promotions are expressly planned to induce consumers to try the product or service. The classic example is that of `money-off' coupons, or samples of the product, at the time of the launch (possibly `banded' as a free gift on a related product). Extra volume - Other promotions are designed to stimulate the user's decision at point of sale; on-pack price cuts are the obvious example. It may often be found that a cheaper alternative is to offer more of the product (`free 20% extra') for the same price. Repeat business - Yet others are meant to build repeat business. A good example is that of `money off next purchase' coupons. Point of sale impact'. Free gifts, for example, may provide additional interest for an advertising campaign, or a competition may lead to a better display at the point of sale; but it is the extra shelf space that sells the product, rather than the promotion itself.

30

CHAPTER- 4

INDIAN TELECOM SCENARIO INDIAN TELECOM SECTOR- THE JOURNEY SO

FAR

DIFFERENCE OF GSM & CDMA OPTICAL FIBRE & USES

31

INDIAN TELECOM SCENARIO

With rapid consumerism sweeping the country, India has emerged as the second largest mobile handset market, poised for explosive growth by 2007. Industry observers are of the view that market within the Q1 (first quarter of) 2006 could well become a global hub for mobile handset manufacturers. With an eye on the impending growth opportunities, RNCOS's market research report India Mobile Handset Market (2005) analyzes the current market scenario and the technological developments driving the Demand graph. The report, quoting the experts view, estimates that the total market value worth Rs.8.05billion (US $2billion) as of 2004/05 will surge by 62% with approximately 100million subscribers nationwide by 2007. The study further reveals that Indian mobile subscribers are willing to pay for upgrades, value-based services, and advanced models that provide better services.

Dominated largely by Nokia with a total market share of 59%, followed by Samsung (13%) and Motorola (7%) respectively, Indian mobile handset market is currently catering to 45 million subscribers (June 2005). Recent records show that Indian GSM cellular user base has grown from 43 million, as estimated in May, to 45 million in June 2005, representing a growth of 3.50% in the month under review, witnessing large and propitious foreign investors flooding the market eyeing for large chunks. In addition, recent changes imbibed in the government policies that price mobile handsets at a lower end with flexible custom-duty for new entrants are startling the market with multiple models largely aimed to higher and middle-income groups.

32

INDIAN TELECOM SECTOR - THE JOURNEY SO FAR

1994 was a watershed in the history of Indian telecom sector, which ranked sixth in the world after USA, China, Japan, Germany, and France in terms of number of installed fixed lines. That year saw the introduction of New Telecom Policy (NTP) of Government of India that envisaged a vast change in Indian telecom scenario and reflected the Government's desire to bring Indian telecom at par with the rest of the world.

This policy change was followed up by a large number of other initiatives, including introduction of NTP 1999, that indicated continuing commitment of the Government to liberalize the sector. The huge funds needed to undertake extensive upgrade of telecom infrastructure in all the three segments of wire line, wireless and data services, would require active participation of private sector.

The Government also accepted in principle that unless a progressive movement to free market system in telecom sector was ensured, in which market forces and not the Government would decide who would be the winner in each segment, faster roll out of innovative products and services and lower prices to the consumers would not be realized in the near future.

RESPONSES OF NEW ENTRANTS

As soon as the telecom industry opened to private sector investment beginning 1994, a large number of Indian companies entered the segment with varying focus, different strategies and assorted aspirations. Needless to say, such initial choices will facilitate or constrain framing of future strategies and also performances of these companies.

33

1. Scope - business portfolio In the telecom sector, there are a number of ways by which a new entrant can develop its business portfolio. The key issue is whether the firm wants to be an integrated or focused player. Reliance Infocom, Bharti Televentures, and Tata Teleservices are positioning themselves as integrated players, though with differing levels of scope and commitment, and with desires to have a presence in basic (both wire line and wireless) as well as national and international long distance.

The investment in the wire line backbone can then be leveraged to attack incumbent players in cellular segment through using low cost Code Division Multiple Access (CDMA) powered Wireless in Local Loop (WLL) limited mobility technology. 2. Scope Geographical Number of geographical sectors where a new entrant to the domestic telecom sector wishes to be present is also a key decision. The range of choices available can include local, regional and national. For example, Reliance Infocom, given its big bang approach, plans to cover all the 18 telecom circles in India.

3. Value Propositions There are essentially three generic strategies, viz. differentiation, cost leadership and niche, for competing in any industry. This basic concept is applicable in telecom sector too, though pursuing the niche strategy may not be viable, given the fact that the boundaries within and across various segments are increasingly getting blurred, possibility of substitute completion is high bulk of the backbone infrastructure to serve basic, national long distance and international long distance are common and scale intensive. Players like Tata Telesrvices and Bharti Televentures, who are also laying fibre networks, will have advantage of single fibre but the sheer scale of Reliance Infocom will help it achieve better economies of scale vis--vis the last mentioned companies.

34

4. Technology platform There exist a large number of technological options in telecom field, each characterised by unique features, complexities, investment requirement, reliability and maintenance need. Care is needed while selecting a particular technology since such decisions will have implications for value creation process as well as on cost incurred to create and deliver the same.

5. Mode of Entry In India, different telecom operators followed different entry strategies for entering different segments of the industry, based on their respective assessment of how the chosen route would provide specific advantages like lowering the cost of and time of entry and access to markets being targeted.

REASON FOR HIGH DEMAND TO USE THE MOBILE Indian telecom sector continues to ring in higher growth. Subscriber addition in mobile segment continues to drive the sector growth. Last year it added 1.95mn subscriber in a single month. Whereas fixed line phone attached only 0.2mn subscriber that month. Various factors have contributed to such growth in subscriber addition, such as; Increase telecom services by various scheme, increase quality of telecom

infrastructure & growing need for communication. As a whole, growing competition among the service providers has led to decline in tariff rate, which is lowest in the world. Telecom operators announced aseries of rate cuts followed by Reliance, Air Tel, etc. reliance announce 60% price cut in call charge at Rs. 0.99 /min. whereas tata indicom announced 1-sec pulse rate billing to attract customer.

35

Tariff rate in pre-paid segment: So public sector telecom companies were most aggressive in rate cuts.BSNL slashed STD rates by 33% and local call by 60%. It charges Rs0.9/min to any cellular phones. & for MTNL slashed mobile tariff rate by 57% to Rs0.80/min in his own network. It has a provision to inaugurate GSM lines. This price cuts is only to attract customer. IDEA has announced Rs1.5bn expansion plan to improve coverage & network capacity.

DIFFERENCE BETWEEN CDMA & GSM:

The GSM Association is an international organization founded in 1987, dedicated to providing, developing, and overseeing the worldwide wireless standard of GSM. CDMA, a proprietary standard designed by Qualcomm in the United States, has been the dominant network standard for North America and parts of Asia. However, GSM networks continue to make inroads in the United States, as CDMA networks make progress in other parts of the world. There are camps on both sides that firmly believe either GSM or CDMA architecture is superior to the other. That said, to the noninvested consumer who simply wants bottom line information to make a choice. CDMA: stands for Code Division Multiple Access. Both data and voice are separated from signals using codes and then transmited using a wide frequency range. Because of this, there are more space left for data transfer (this was one of the reasons why CDMA is the prefered technology for the 3G generation, which is broadband access and the use of big multimedia messages). 14% of the worldwide market goes to CDMA. For the 3G generation CDMA uses 1x EV-DO and EV-DV. It has a lot of users in Asia, specially in South Korea. GSM: stands for Global System Mobile. Even though it is sold as "the latest technology" in several countries, this technology is older than CDMA (and also TDMA). But keep in mind that this doesn't mean that GSM is inferior or worse than CDMA.

36

Roaming readiness and fraud prevention are two major advantages from this technology. GSM is the most used cell phone technology in the world, with 73% of the worldwide market. It has a very strong presence in Europe. We think it will gradually be replaced to CDMA or GSM. That's why the GSM vs CDMA war. At one corner, GSM operators say it is better "because it uses a SIM chip, it is the most used technology worldwide, it is more secure and it is more advanced". On the other corner, CDMA followers say it is better "because it is the 3G generation chosen technology and GSM will migrate to CDMA since CDMA is more advanced."

Analyzing in different parts: Coverage: The most important factor is getting service in the areas we are using our phone. Upon viewing competitors' coverage maps we may discover that only GSM or CDMA carriers offer cellular service in our area. If so, there is no decision to be made, but most people will find that they do have a choice. Data Transfer Speed: With the advent of cellular phones doing double and triple duty as streaming video devices, pod cast receivers and email devices, speed is important to those who use the phone for more than making calls. CDMA has been traditionally faster than GSM, though both technologies continue to rapidly leapfrog along this path. Both boast "3G" standards, or 3rd generation technologies.

OPTICAL FIBRES : Optical Fibres are fibres of glass, usually about 120 micrometres in diameter, which are used to carry signals in the form of pulses of light over distances up to 50 km without the need for repeaters. These signals may be coded voice communications or computer data.

37

History Interest in the use of light as a carrier for information grew in the 1960's with the advent of the laser as a source of coherent light. Initially the transmission distances were very short, but as manufacturing techniques for very pure glass arrived in 1970, it became feasible to use optical fibres as a practical transmission medium. At the same time developments in semi-conductor light sources and detectors meant that by 1980 world wide installation of fibre optic communication systems had been achieved. Advantages Capacity: Optical fibres carry signals with much less energy loss than copper cable and with a much higher bandwidth . This means that fibres can carry more channels of information over longer distances and with fewer repeaters required. Size and Weight: Optical fibre cables are much lighter and thinner than copper cables with the same bandwidth. This means that much less space is required in underground cabling ducts. Also they are easier for installation engineers to handle. Security Optical fibres are much more difficult to tap information from undetected; a great advantage for banks and security installations. They are immune to Electromagnetic interference from radio signals, car ignition systems, lightning etc. They can be routed safely through explosive or flammable atmospheres Disadvantages Price In spite of the fact that the raw material for making optical fibres, sand, is abundant and cheap, optical fibres are still more expensive per metre than copper. Having said this, one fibre can carry many more signals than a single copper cable and the large transmission distances mean that fewer expensive repeaters are required.

38

Special Skills: Optical fibres cannot be joined (spliced) together as a easily as copper cable and requires additional training of personnel and expensive precision splicing and measurement equipment. Areas of Application Telecommunication: Optical fibres are now the standard point to point cable link between telephone substations Local Area Networks (LAN's) Multimode fibre is commonly used as the "backbone" to carry signals between the hubs of LAN's from where copper coaxial cable takes the data to the desktop. TYPE OF OPTICAL FIBRE: (1) step index (single mode) Step index fibre is so called because the refractive index of the fibre 'steps" up as we move from the cladding to the core of the fibre. Within the cladding the refractive index is constant, and within the core of the refractive index is constant. (2) Graded index (multi mode) Graded Index Fibre has a different core structure from single mode and multimode fibre. n a graded index fibre the value of the refractive index changes from the centre of the core onwards. In fact it has what we call a Quadratic Profile. This means that the refractive index of the core is proportional to the square of the distance from the centre of the fibre. STRUCTURE OF FIBRE: Optical fibres are very fine fibres of glass. They consist of a glass core, roughly fifty micrometres in diameter, surrounded by a glass "optical cladding" giving an outside diameter of about 120 micrometres. They make use of TIR to confine light within the core of the fibre.

39

The core has a higher refractive index than the cladding. Although the cladding does not carry light, it is nevertheless an essential part of the fibre. The cladding is not just a mere covering. It keeps the value of the critical angle constant throughout the whole length of the fibre. Optical Fibres are optical waveguides. This means that wherever the fibre goes the light, which is confined to the core of the fibre, also goes. So optical fibres can be used to make light bend round corners

40

CHAPTER- 5

EFFECT OF SALES PROMOTION ON CONSUMER BEHAVIOUR POSTPAID & PREPAID PLANS OF RIM , COMPARISION WITH OTHERS

41

EFFECT OF SALES PROMOTION IN CONSUMER BEHAVIOUR: Customers always look for their need. So they consume something at that time when the thing will be necessary for them.

NEED Billing People Sales Promotion Cost Benefit Adv. to Customer H/S Availability Documents

Channel Promotion

Customer Promotion

Voucher

Target Customer

Consumer behavior is segmented by four parts: 1. INFORMATION SEARCH: o Consumer seek & rely on information from personal source than from non personal source when evaluating about the product. o Sales promotion can be used as a role performance. o They engage in greater post purchase services. o They perceive risk when buying service than buying goods.

42

2. EVALUTION OF ALTERNATIVES: o Consumers look for better option as their main purpose is to get more. o Pricing & non price promotion attracts them most. o Positive mood of customer. 3. PURPOSE & CONSUMPTION: o Sales promotion is tool in marketing to increase the short term sales. o Company introduce this type of offer at their retail outlet to attract the customer o Consumer generally attracted to these offer which provide higher benefit to customer. o Their motto is to get more & pay less. o The offer should be such that which attract them & generate high benefit. 4. POST PURCHASE EVALUTION : o Consumer go for the after sales service & benefit from the product o They adopt innovation in product more slowly than they adopt in sales promotional activities. o Brand switching is highly effected by offers.

POST PAID & PREPAID BRANDS: When mobile telephones were lunched in India, the only form of billing offered to the customer was postpaid. Prepaid billing option came in latter, as a result of the growing need to expand the market at a much faster pace, by targeting like students, traders etc. As a consequence of the need to brand the prepaid category as different, and more youthful, telecom operators created a different, and easy to recall, brand for prepaid.

43

The various postpaid and prepaid brands launched by GSM telecom operators: Telecom Player Reliance Tata Indicom BSNL MTNL GSM Reliance Bharati Hutch BSNL MTNL Aircel Reliance Mobile Airtel Hutch CellOne Dolphin Aircel Postpaid Brand RIM Tata Indicom Tarang Garuda Prepaid Brand RIM NA NA NA

DIFFERENT OFFER AND TARRIF PLAN PROVIDED BY RIM: 1.ON NET PACK OFFER: Now RIM subscriber can use the Reliance On net pack at rentals mentioned in the table below and first 1000 minutes calling to reliance Mobile and FWP/T is absolutely free beyond which you will be charged 15 paise/ minute. Existing customers of RIM Postpaid can also avail the On-net Talk time pack. Additional monthly charge for On-net Talk time pack.

Reliance Infocomm offers a complete range of telecom services, covering mobile and fixed line telephony including broadband, national and international long distance services, data services and a wide range of value added services and applications. Reliance Infocomm network is a pan India, high capacity, integrated (wireless and 44

wireline) and convergent (voice, data and video) digital network, designed to offer services that span the entire Infocomm value chain - infrastructure, services for enterprises and individuals,

This is the plan charge for fixed land line post paid tariff given below,

Plan name

150

290

500

1000

1500

600

IO 299

IO 499 299

Mobile 299 299

Local 299 299

HELLO

Monthly Charge (Rs.)

Plan

150

290

500

1000

1500

600

299

----

Free Calls Worth (Rs.) Rate per Call Unit (Rs./Pulse) (Local) Rate per Call Unit (Rs./Pulse)(STD)
# #

35

155

470

975

1550

2000

---

---

150

---

-----

1.20

1.20

1.10

1.00

0.90

1.10

1.00

1.00

1.20

1.20

1.20

2.40

2.40

2.20

2.00

1.80

2.20

1.00

1.00

2.40

2.40

2.40

Post paid scheme for mobile.

#

Plan name

Monthly Plan Rate per Call Unit Rate per Call Unit Charge (Rs.)
#

Charge to RIM 0.80 1.20 0.40 0.50

(Rs./min) (Local)

(Rs./min)(STD) 2.40 1.20 1.00 2.40

149 199 299/399(IO)

149 199 299/399

0.80 1.20 1.00 0.50

Super server 299 299 NJ 399 NJ 499 3yr free 399 499 56

0.85 0.75 1.99

0.85 0.75 1.99

0.40 0.40 0.99

45

FWP prepaid connection charge:

Fixed phone charge Mobile charge On net charge Local 1.10/180s 1.10/45s 1.10/45s 1.10/30s 1.10/180s 1.10/180s 1.10/30s

Intra circle 1.10/60s Inter circle 1.10/30s

Recharge voucher :

Rate 220 275 1080 top up 75

talk time 60 175 750 43

validity 30 30 30 0

GSK price:

Price 99 375 660 220

validity(days) 7 365 730 7

talk time 10 340 0 50

Call rate for pre-paid connection:

RIM Local STD Life time

Others Land line 2.49 2.49 2.99 1.99

0.99 1.79 1.79 2.49 1.99 1.99

Life time(post paid) 0.99 0.99

46

Recharge voucher available:

RCV 149 165 330 205 550

Talk time Validity 0 74 149 50 349 30 14 30 30 45 30(RIO) 365 Life time Life time 365

1100 875 3300 2845 995 795 50 25

2200 1996

COMPARISION WITH OTHERS:

BSNL Smart Tata Indicom Airtel Min RCV for 1 month 337 Talk time Call charge Land line SMS Top-up STD 175 1.20 1.80 0.80 55 2.80 195 45 0.99 1.99 0.25 55 1.99 330 300 0.03/sec 0.03/sec 1.00 0.00 0.05/sec 200

Aircel RIM 100 205 50 0.99 1.79 1.00 49 1.79

46.70 100 1.00 2.00 1.00 59 2.00 0.99 1.99 1.00 0.00 2.00

47

CHAPTER- 6

DATA ANALYSIS & INTERPRETATION

48

ANALYSIS
Objective: To determine the market penetrated by RIM compare with others.

MARKET penetration of mobile services

Aircel 5% Airtel 20%

Rim 17%

BSNL 17%

Reliance 34%

BSNL

TATAINDIC OM 7% Reliance TATAINDICOM

Airtel

Aircel

Rim

From the analysis of the sample we can come to conclude that RIM has a bigger competitor of Airtel. But the reliance telecom has already established in market. The penetrated market consists of both prepaid & postpaid service. So here we have a bigger competitor like Reliance Smart & Airtel.

Objective: To determine the customer satisfaction with after sales service from their respected subscriber.

49

Rate of satisfaction level of mobile service provider

9%

12%

33% 46%

Excelent

Verygood

Good

Avorage

By analyzing the respondent view regarding this we can conclude that most of the respondents views are very good. Then our target customers should be those whose views are good/average. The maximum customers as for BSNL as per its low network facility.

Objective: To know the awareness of the customer regarding sales promotional activities. Error! Reference source not found. It is evident from the figure that 2/3 of the customers are really aware before purchasing the product and its offers. So we cant go increase the real sale regarding the sales promotional activities. It may not be from directly company but it should be from dealer/retailer side also. Also customers are looking for the things with investing less return will be more.

Objective: To know the actual motto of the customer while purchasing the Product.
Insisted to purchase the product

6% 19%

4%

50

Many of the respondents reply were at the time of need. So they will really go for where they get mentally satisfaction & well service, tariff plan etc. And very less people are insisted due to offer. It may be a reason of on awareness of that offer so it unable to create customer.

Objective: To know the awareness of the people regarding RIM service provider .Error! Reference source not found. Till date RIM has not occupies the mind of the customer fully. So its still now not immaturity stage. It is growing stage . So some awareness program can be done to realize whats the benefit can be achieve by CDMA as well as RIM compare to GSM.

51

CHAPTER- 7 FINDINGS

52

FINDINGS
SALES PROTIONAL ACTIVITIES OF DIFERANT TELECOM COMPANY:

AIRCEL
Lifetime offer in Rs 888/ Double Bonanza offer provides extension validity as well as more talk time Higher Credit limit for postpaid & more prizes to retailer. Offers like double talk time in prepaid and wrist watch for each postpaid connection. Full talk time in voucher.

53

 With 50 activation of prepaid provide 14inch color TV to each retailer & activating 100 prepaid connection they provide 1ton AC. Now a scheme has launched on the name of fortune on wheels in that customer can participate in purchasing a Aircel prepaid start-up kit. The prizes are based on daily, weekly & one bumper prize. In daily basis they provide one life time recharge coupon and Titan fastrack, weekly Nokia mobile phone & in bumper prize Suzuki Swift.

AIRTEL
Now new offer by Airtel is lifetime. They introducing the whole charge by installment method like Rs 99 /- per month up to 12 months. In this way they can generate more revenue as well as customer. In postpaid plan they are now introducing 299, 399, 499 plan in that customer can talk in less price then previous. Now Nokia is collaborate with Airtel so in purchasing some Nokia handset Airtel sim will free. For loyal customer, Rs 50/- Airtel to Airtel talk time & Rs 50/- Airtel to Airtel sms free. For retailer selling rs 200 voucher one sim is free.

TATA INDICOM
Tata Indicom is providing color & black&white handset with cheaper price like Rs 1000 for Black & white h/s & Rs2000 for color h/s. New scheme is in Rs 350 voucher 500hr TATA to TATA free talk time.

RELIANCE SMART
Reliance smart life time system is very good because of no time limit for talk time in voucher. In that by using 55plus card customer can talk smart to smart 0.10 paisa /min and 0.35 paisa/min to other mobile. For retailer they are providing 5 sim free per month on activation 7 sim per week. For customer they are providing one sim free in lifetime activation.

54

 Sometimes they freely distribute the sim by only giving the required document. Before some month in BigBazar one sim is free on purchasing Rs 500 & above.

BSNL
Sometimes in festval they provide full talk time in voucher like Rs 330/-, 500/-.

55

HAND SETS OF RIM

56

57

58

BIBLIOGRAPHY:
1. Kotler Philip., Marketing Management, The Millennium Edition, Prentice-Hall, (2002). 2. Kothari C.R., Research Methodology, 2nd Edition, Wishwa Prakashan, (2000).

INTERNET SITES:

-www.relianceinfo.com -www.gm.relianceinfo.com -www.airtel.com -www.tataindicom.com -www.bsnl.com -www.aircel.com

59

QUESTIONNAIRE (retailer/dealer)
This questionnaire is meant for the purpose for conducting a market survey on the SALES PROMOTION.The information gathered will be highly confidential and use for the above mentioned purpose only. 1) Name ____________________________________________ 60

2) Address __________________________________________

3) Contact No. ______________________

4) What are the mobile services you are dealing with?

(i) BSNL [ ]

(ii) RELIANCE [

(v)AIRTEL [ ]

(iii) TATA INDICOM [

] (iv) AIRCEL [ ]

5) Which product you sell more?

(i) BSNL [ ]

(ii) RELIANCE [

(v)AIRTEL [ ]

(iii) TATA INDICOM [

] (iv) AIRCEL [ ]

6) What are the offers you are providing to increase the sell?

(i) Gift [ ] (ii) Discount [ ] (iii) Warranty [ ] (iv) Free sample [ ]

7) How many pre/post paid connection you can do per month?

(i) 0-25 [ ] (ii) 25-50 [ ] (iii) 50-75 [ ] (iv) 75-100 [ ] (v) 100 & more [

8) Are you providing any gift to increase the sells for customer? Yes/No

9) Which type of gift?

Please specify, ______________________________________________

61

10) What are the new schemes lunched by the mobile service provider?

__________________________________________________________

11) Is your mobile service provider ties up/ collaborate with any company?

Yes [

No [

If yes, (specify) ______________________________________________

12) What are the benefits you are providing to the loyal customers?

13) Generally for what duration the offers are exist?

(i) 0-1 week [

] (ii) 2 weeks [ ] (iii) 1 month [ ] (iv) More [ ]

14) How many percentage of customer increase by the offer?

(i) 0-20% [ ] (ii) 20-40% [

] (iii) 40-75% [

] (iv) 75% & above [ ]

15) Before any offer which gives huge benefit to company?

16) For your opinion which service provider is good?

(i) BSNL [ ]

(ii) RELIANCE [

(v)AIRTEL [ ]

62

(iii) TATA INDICOM [

] (iv) AIRCEL [ ]

17) Do you show any demonstration before selling to customer?

Yes [

No [

18) Does the company provide any allowance to advertise its brand?

Yes [

No [

If Yes, (specify) ___________________________________________

19) Do you provide any special advertisement like T-shirt, Key ring? Yes/No

If yes, (specify)____________________________________________

20) Any suggestion regarding Sales Promotional activities?

___________________________________________________

QUESTIONNAIRE (customer)
This questionnaire is meant for the purpose for conducting a market survey on the SALES PROMOTION. The information gathered will be highly confidential and use for the above mentioned purpose only.

1)Name ____________________________________________

2)Address ______________________________Ph. No.________________ 63

3)Occupation ______________________

4)Income : (per month)

(i) 0-5000[ ](ii) 5000- 10000[ ](iii)1000015000(iv)15000-20000(V)MORE

5)Which mobile service are you using?

(i) BSNL [ ] AIRTEL [ ]

(II) RELIANCE [ ] (v) AIRCEL [ ]

(iii) TATA INDICOM [ ]

(iv)

6) How do you rate your satisfaction level of your mobile service provider?

(i) Excellent [

(ii) very good [

(iii) good [

(iv) average [

7) Was there any offer while purchasing the same?

Yes [

No [

If Yes, _________________________________

8) What are the offers you are getting from your mobile service provider?

(i) Free talk time [

(ii) Free SMS [

(iii) More talk time in voucher [

(iv) any others [

9) Were you aware before purchasing the same?

Yes [

No [

] 64

10) Do the Retailer provide any gift like key ring, clock etc? Yes/No.

If yes, ______________________________________________

11) For what you were insisted to purchase the same?

(i) Need [

(ii) Attraction by offer [

(iii) To maintain status [ ]

(iv) Other [ ]

12) From how many days are you using this service?

(i) Last 3month [

(ii) Last 6 month [ ]

(iii) Last 12 month

(iv) Last 1 year & more [

13) Are you getting anything as a loyal customer? If yes, _____________________________________________________________

14) Are you awere of the service provided by RIM?

Yes [

No [

15) How do you compare RIM with that of one used by you so far as services are concern?

(i) Excellent [

] (ii) very good [

] (iii) good [

] (iv) average [

16) What about R-world in RIM? 65

(i) Excellent [

] (ii) very good [

] (iii) good [

] (iv) average [

17) Why dont you option for RIM? (If the informant is not a RIM subscriber)

_____________________________________________________________

18) In future would you like to switch over to RIM?

Yes [

No [

19) What are the offers you like to get to take the decision?

___________________________________________________________

20) Any suggestion for sales promotional activities for RIM;

____________________________________________________________

66