A

Brief

Study On

MARKET STRUCTURE & CUSTOMER SATISFECTION OF RELIANCE COMMUNICATION WITH RESPECT TO OTHER CELLULAR COMPANIES

PROJECT REPORT Submitted for Partial fulfillment for The Award of the Degree of

PGDM
(2008-2010)

Submitted by: ASHU JANGIR

( PGDM IIIrd Sem ) Enrollment Number: 0224742128 Under the guidance of Prof. KULDEEP KAUL
H.O.D. MARKETING ( PGDM )

BLS Institute of Management PLACED IN A+ CATEGORY BUSINESS-SCHOOL OF INDIA Campus: Opp Mohan Meakins Factory Mohan Nagar, Ghaziabad 201007 Tele: 0120-2658405, 2657654, 2657632 Approved by: A.I.C.T.E Ministry of H.R.D. Govt of India

www.blsim.org, Placement.blsim@gmail.com

CERTIFICATE FROM INTERNAL GUIDE

Certified that ASHU JANGIR Enrollment No. __0224742128__ has carried out the project work presented in this project report entitled Project Topic MARKET STRUCTURE & CUSTOMER SATISFECTION OF RELIANCE COMMUNICATION WITH RESPECT TO OTHER CELLULAR COMPANIES for the award of Post Graduate Diploma in Management from BLS Institute of management , Ghaziabad under my supervision. The project report embodies results of original work and studies carried out by student himself and the contents of the project report do not form the basis for the award of any other degree to the candidate or to anybody else.

PROJECT GUIDE : Mr. Kuldeep kaul

De signation: HOD ( Marketing )

Date:

SEAL OF THE INSTITUTE

CERTIFICATE FROM THE ORGANISATION

This is to certify that ASHU JANGIR Enrollment No.: 0224742128 a student of Post Graduate Diploma in Management from BLS Institute of management , Ghaziabad has done his/her summer training in our organization __________________at division ______________________ . The training commenced from __________ and was completed on ____________. The project work entitled Project Title embodies the original work done by Name of Student during his/her summer project training period.

Name (Company Guide)

Name (Head, Training Division) SEAL OF THE ORGANISATION

ACKNOWLEDGEMENT

I would like to express my gratitude to all those who gave me the opportunity to complete this project. I would like to thank my Institute authorities and my internal guide Prof. Kuldeep Kaul first for providing me the opportunity to work with one of the most prestigious organization. I want to thank the Head of Training Department Mr. Rajeev Sharma for giving me permission to commence this summer training project in the first instance, to do the necessary research work and to use departmental data and resources. I would like to thank the Company Guide Mr. rohit Priyadarshi and other executives Mr. Shushil Singh who gave and confirmed this permission and encouraged me to go ahead with my training. I am bound to thank other staff for their stimulating support. I am deeply indebted to my Faculty Guide Prof. H.K. Jha whose constant help, stimulating suggestions and encouragement helped me in giving the final shape to this project. I would like to give my special thanks to my parents, their constant support enabled me to complete this project work.

Date: Place: MEERUT

ASHU JANGIR

PREFACE
A project is a scientific and systematic study of real issues on a problem with the application of management concept and skills. The study can deal with small or big issues in any division of an organization. It can be case study where a problem has been dealt with, through the process of management. The essential equipment of a project this that, it should contain scientific collection of data, analysis and interpretation of data leading to valid conclusion.

Project is an essential part in PGDM curriculum. It enables the student to share the real experience in industry & Market. My project has placed in Market Research.

MARKET STRUCTURE & CUSTOMER SATISFECTION OF RELIANCE COMMUNICATION WITH RESPECT TO OTHER CELLULAR COMPANIES .
The topic of my project was

This project report tends to give a sharp picture of the telecom industry.

I hope, this study can be of some help to the telecom industry of his product and service

ASHU JANGIR

DECLERATION

I, Mr. ASHU JANGIR a student of Post Graduate Diploma In Management of BLS Institute of management declare that the internship report on Reliance Communications is my original work. It has not been copied or transcribed from anywhere. It is based on field study and my own observations.

Date:
Place: MEERUT ASHU JANGIR

TABLE OF CONTENTS

CHAPTER NO. PAGE NO.

TITLE

Chapter 1

Introduction
Concept of Reliance

communication An Overview of current Market Scenario Brief Study of the Organization Organizational Set-up Chapter 2 Main Studies Introduction of the Topic Apply Six Sigma The problems being faced What does Company expect to do by solving the problem Chapter 3 Methodologies Research problem Research Objective & sub- objective Information Requirement Choice of Research Design Research Instrument used Sampling Technique used & Sample size Data Analysis & Interpretation Data Interpretation & Finding of customer Survey Market share of mobile subscribers Performance Snapshot Conclusions Conclusion Finding Suggestions Appendices Bibliography Questionnaire

Chapter 4

Chapter 5

Chapter 6

LIST OF TABLE & ILLUSTRATIONS

TABLES PAGE NO.
Table-1 (Highlighs Of RIM) RIM) Table-2 (Organization Structure) ( Table-3 ( SWOT Analysis Of RIM) Table-4 ( Rcoms SATH ZINDAGI BHAR KA plan ) Table-5 (STD CALLING CARD) Table-6 ( Product ) Table-7 Comparison of lifetime plans of all cellular companies Table-8 ( Mobile Hand-Set ) Table-9 ( DATA INTERPRETATION OF CUSTOMERS SURVEY ) Table-10 ( Income Table-11 Table-11

Level Tabulation ) particular service )

Customer

Table-12 (Scaling About RCOMM Service ) Table-13 ( PERFORMANCE SNAPSHOT )

GRAPHS
Graph-1 (Market Share of Airtel) Graph-2 ( DATA INTERPRETATION OF CUSTOMERS SURVEY ) Graph-3 ( Income Graph-4 ( Customer Graph-5

Level Tabulation ) particular service )

( Scaling About RCOMM Service )

Graph-6 ( MARKET SHARE OF MOBILE SUBSCRIBERS ) Graph-7 Graph-8 Graph-9 Graph-10 ( MARKET SHARE OF CDMA IN Meerut )

MARKET SHARE OF

GSM IN MEERUT

Wireline and CDMA Wireless Subscribers CDMA Wireless Subscribers

DIAGRAM

Diagram ( Fishbone diagram )

ABBREVIATIONS
BTVL DSL BSNL BSE USD SEA-ME-WE-4 CMD Sub's B&T NSE IPO CEO SMS GPRS SMB STD ISD PCO ASAP OJT
RIM

Bharti Tele-Ventures Limited Digital Subscriber Line Bharat Sanchar Nigam Limited The Stock Exchange, Mumbai, United State Dolor South East Asia-Middle East-Western Europe 4 Chief Managing Director Subscribers Broadband & telephone services National Stock Exchange of India Limited I Initial public offering Chief Executive Officer Short Messaging Service Geniuq Pocket Radio System Small and Medium Business Subscriber Trunk Dialing International Trunk Dialling Public call office As Soon As Possible On the Job Training
Reliance India Mobile

R.com ADAG

Reliance Communication
Anil Dhirubhai Ambani Group

APRU-

Average revenue per user

SUMMARY

The research conducted was descriptive in nature. Meerut segment was surveyed to attain certain results. The survey was conducted to analyze the customer Satisfaction for Reliance GSM, CDMA Pre-paid Connection. The survey was to find out how much customer is Satisfy about the CDMA, find out the factors which would influence the buying decision of the customer and to highlight the awareness about various facts regarding the stock and his preference and willingness to trade. With these objectives in mind, a survey was conducted in the Meerut region. Questionnaire method was used to obtain the required information. Convenient sampling was used as the mode of conducting the survey. Care was taken that the respondents were as diversified as possible, with all the regions being given equal weight age and the sample size being suitably divided among various regions. A sample size of about 200 people was taken for this purpose form various parts of Meerut. After the survey was complete, the data was first sorted, and then analyzed on the chosen parameters. This analyzed data was later converted into various forms of graphs such as pie-chart bar graphs. This was to make results easily comprehensible by anyone going through the report. This also made it easy to draw conclusions based on the research and provide a presentable format of the report. Later on all this information was compiled in the form of a presentable and comprehensible data.

INDUSTRIAL PROFILE

OF

A DREAM CAME TRUE

The Late Dhirubhai Ambani dreamt of a digital India an India where the common man would have access to affordable means of information and communication. Dhirubhai, who single-handedly built Indias largest private sector company virtually from scratch, had stated as early as 1999: Make the tools of information and communication available to people at an affordable cost. They will overcome the handicaps of illiteracy and lack of mobility. It was with this belief in mind that Reliance Communications (formerly Reliance Infocomm) started laying 60,000 route kilometres of a pan-India fibre optic backbone. This backbone was commissioned on 28 December 2002, the auspicious occasion of Dhirubhais 70th birthday, though sadly after his unexpected demise on 6 July 2002. Reliance Communications has a reliable, high-capacity, integrated (both wireless and wireline) and convergent (voice, data and video) digital network. It is capable of delivering a range of services spanning the entire infocomm (information and communication) value chain, including infrastructure and services for enterprises as well as individuals, applications, and consulting. Today, Reliance Communications is revolutionising the way India communicates and networks, truly bringing about a new way of life. Reliance Communications (formerly Reliance Infocomm), along with Reliance Telecom and Flag Telecom, is part of Reliance Communications Ventures (RCoVL). According to National Stock Exchange data, Anil Ambani controls 66.75 per cent of the company, which accounts for more than 1.36 billion shares of the company.[1]Reliance Infocomm is an Indian telecommunications company. It is the flagship company of the Reliance-Anil Dhirubhai Ambani Group, comprising of power (Reliance Energy), financial services (Reliance Capital) and telecom initiatives of the Reliance ADA Group. Reliance Infocomm is currently managed by Anil Dhirubhai Ambani.It uses CDMA2000 1x technology

HISTORY Reliance Infocomm was founded by Dhirubhai Ambani. Between 1999 to 2002 Reliance Infocomm built 60,000 km of fibre optic backbone in India. This network was commissioned on December 28, 2002.

FOOTPRINT At present, Reliance Telecom's GSM cellular services are available in 340 towns within its eight-circle footprint. Reliance's CDMA services are available in 19 states and cover about 65% of the country, state wise. Reliance Infocomm also offered for the first time in India, mobile data services through its R-World mobile portal. This portal leverages the data capability of the CDMA 1X network.

BUSINESS REVIEW During the twelve months ended March 31, 2007, revenues of the Wireless business increased by 46% to Rs. 10,728 crore (US$ 2,489 million) from Rs. 7,364 crore (US$ 1,709 million).

Wireless EBITDA increased to Rs. 3,984 crore (US$ 924 million) from Rs. 2,250 crore (US$ 522 million). Margins expanded to 37% from 31%.

EBITDA of the Global business increased by 98% during the twelve months ended March 31, 2007 to Rs. 1,271 crore (US$ 295 million). EBITDA margins increased to 24% from 12% last year.

In the same period, the Broadband business achieved revenue growth of 123% to Rs. 1,144 crore (US$ 265 million), and EBITDA increased by more than 6 times, to Rs. 519 crore (US$ 120 million). The EBITDA margin crossed 45% in the twelve months ended March 31, 2007, from 15% in the corresponding period in the previous year.

OF

Type

Public, ( BSE: RCOM)

Founded

2004

Headquarters Navi Munbai, Maharashtra, India Key people

Anil Ambani, Chairman and Managing Director
[1]

, Vice-Chairman Reliance-ADA Group

S. P. Shukla, CEO - Personal Business & Director Reliance Telecom

Industry

Telecommunications

Product

CDMA service,

GSM service,

Broadband Internet Service

Revenue

US$ 4 Billion

Slogan

Kar Lo Dunia Mutthi Me

Employees

33,000

Website

http://www.rcom.co.in

CHAPTER - 1

Introduction

Concept of Reliance communication An Overview of current Market Scenario Brief Study of the Organization Organizational Set-up

(1) CONCEPT OF RELIANCE COMMUNICATION

Anil Ambani: Telecom person of the year 2007 His marketing strategy has made millions of Indians happy, they got the best mobile tariffs in the world-local call costs at 15 paise/minute, and STD call at 40 paise/minute NEW DELHI, INDIA: When the VOICE&DATA jury, comprising eminent professionals from the telecom field, met in Delhi in June to choose the Telecom Person of the Year 2007, the five-hour selection process was steamy. The reason was obvious: The telecom sector is growing faster than any other segment and naturally their CEOs have a lot to crow about. The jury had to select one from three CEOs, who had made it to the final list through nominations from the industry and the initial scrutiny. Among the three, one of the main contenders was a young CEO. The jury decided that he should come back next year to try and win the coveted award. The list now had two names-both CEOs of two well-known companies. The pivotal difference between the two: one is an entrepreneur and the other is not so popular, as his credit is shared among a number of his big daddies. Following a five-hour closely held, hotly debated discussion, the name was announced: Anil Dhirubhai Ambani, chairman of Reliance Communications. Anil Ambani joined Reliance Industries (currently promoted by his brother Mukesh Ambani, following their split) in 1983 as co-chief executive officer. Forbes ranked him number 104 among the World's Richest People in 2006. The Ambani family faced criticism when it announced its ambitious plans to build a countrywide telecom network, as its prior expertise lay in commodities-textiles and petrochemicals-business only. Apart from that telecom needs a service-oriented mindset, critics felt. What they did not remember was how the family had served its millions of shareholders.

Policies in India are made in line with Ambani's vision, says an industry expert. His business acumen and closeness to politicians assisted him in making it to the Rajya Sabha in June 2004, as an independent member. Ambani chose to resign voluntarily on March 25, 2006. The same association with politicos gave him negative returns too when the Mayawati Government in Uttar Pradesh put a spanner on his ambitious plans to build a 1,200-acre SEZ. Media sees his aggression when he announces financial results for the Reliance ADA group of companies, and when he attends the annual general meetings and faces questions from shareholders. When he meets the press, he has answers to all their questions. He also remembers to call select journalists by name. To merchant bankers he, who has already contributed immensely to the financial reforms of the country, is one of the financial wizards of the world. May be because of his expertise, he gave up in the race to grab Hutchison Essar stake, after indirectly jacking up the valuation. His negotiations with the Qualcomm chief are also a folk theory now. How did Ambani become the VOICE&DATA Telecom Person of the Year 2007? What are his personal and organizational achievements in the recent past? His path-breaking marketing strategy that was put in by the strongest team of telecom professionals the country has ever seen has made millions of Indians happy as they got the best mobile tariffs in the world. The aggression resulted to adding to his already swollen kitty. Every hour India will be adding around 20,000 new mobile customers and Reliance Communications over 4,000. When mobile telephony first began in India, a local call cost Rs 16 per minute; an STD Rs 50; and a call to the US Rs 100 per minute. With Reliance Communications pioneering price initiative, a local call now costs a mere 15 paise per minute, STD 40 paise, and a call to the US costs less than Rs 2 per minute. The presence of Reliance Communications is making the competition in India panicky. Global telecom forces will also shortly start feeling the heat. Ambani has also recently announced his Rs 1,200 crore buyout of Yipes Holdings. Achiever's Pride

Undertook financial restructuring of Reliance communications To spend Rs 16,000 crore to expand and strengthen network coverage After expansion, Reliance Communications will have the single largest wireless network in the world Launched the lowest-cost classic brand handset at Rs 777

Subscriber base grew to over 28 mn during last fiscal, registering 60% growth Total Revenue shot up to Rs 14,468 crore, an increase of 34% Net Profit rises to Rs 3,163 crore, an increase of over 600%

Revenues of the wireless business increased by 46% to Rs 10,728 crore Broadband achieved revenue growth of 123% to Rs 1,144 crore Market capitalization crossed Rs 100,000 crore Will add 23,000 more towers Telecom services will be available in over 23,000 towns and 600,000 villages Next generation DTH network will be launched before end of the year

Reliance Communications' wireless subscriber base grew to over 28 mn last fiscal, registering a 60% growth. This makes it one of the top two wireless operators in India. "Economic growth in the future will be indexed to connectivity of millions of enterprise and individual customers. Over the next few years, we will have over 100 million customers, making us one of the top 5 telecom players in the world. In four years, we put up a total of 14,000 towers across the country. This year alone we will add 23,000 more towers. Our wireless network is currently available in 10,000 towns. By the end of this year, it will be available in over 23,000 towns and 600,000 villages," Anil Ambani said at the first annual general meeting of Reliance Communications since the re-organization of the Reliance Group in June 2005. "In four years of operations, we invested around Rs 32,000 crore. This year alone we will invest over Rs 20,000 crore. At the end of this year, we will have covered over 90% of our population. If Version 1.0 of the Indian telecom story was all about affordability, Version 2.0 will be about reach. Our Network expansion will give us the power to drive the market and stay ahead of the curve," Ambani adds. According to Ambani, the financial restructuring of Reliance Communications is the biggest turnaround story in the history of corporate India. The inherited ownership structure of Reliance Communications was complex. The reorganization has yielded a simple, fair, and transparent ownership structure, and given Reliance Communications 100% ownership of all operational and associate companies.

Reliance Communications is now among the three most valuable private sector companies in India, and the five most valuable telecom companies in Asia. In the current Fiscal, Reliance Communications will spend Rs 16,000 crore to further expand and strengthen its network coverage across India and the rest of the world. In addition to organic growth, Reliance Communications will leverage the advantages derived from this impressive financial platform to explore and pursue any significant opportunities available in the telecommunications sector. "We are currently evaluating a number of inorganic opportunities in select international markets to further expand our footprint," Ambani said.

Reliance Communications One India, One Tariff plan allowed millions to connect across India at just one rupee a minute. The company was the first one to break the Rs 1,000 entrybarrier with the launch of the lowest-cost classic brand handset at Rs 777. As per its expansion plan, Reliance Communications will have the single largest wireless network in the world, covering over 900 mn Indians or more than 15% of the global population. It will cover 23,000 towns or every single Indian habitation with a population of over 1,000. Reliance Communications will cover almost 100% of all rail routes, providing seamless voice, video, radio, and Internet connectivity to 14 mn commuters every day. It will also cover almost 100% of all national highways, and 84% of all state highways, giving millions of users the power to talk, text, surf, play, chat or simply stay in touch across nearly the entire length of India's 2,00,000-km-long road network. Having achieved tremendous growth, the main challenge for Reliance Communications is to improve quality of service and ARPU. Its enterprise business is also not in a position to compete with the global majors. Stock market valuations may boost the fortunes of an entrepreneur, but Ambani needs to address the issues faced by the growing mobile customer base, especially in India, where bureaucracy takes pride in checking the businessman.

(2) AN OVERVIEW OF CURRENT MARKET SCENARIO

Reliance Communications (formerly Reliance Communications Ventures) is one of India's largest providers of integrated communications services. The company has more than 20 million customers and serves individual consumers, enterprises, and carriers, providing wireless, wireline, long distance, voice, data, and internet communications services through a number of operating subsidiaries. The company sells communications and digital entertainment products and services through its chain of Reliance Web World retail outlets. The company's Reliance Infocomm subsidiary provides wireless communications services throughout India. Reliance Communications is part of the Reliance - Anil Dhirubhai Ambani Group. The current network expansion undertaken by Reliance is the largest wireless network expansion undertaken by any operator across the world. It was with this belief in mind that Reliance Communications (formerly Reliance Infocomm) started laying 60,000 route kilometres of a pan-India fibre optic backbone. This backbone was commissioned on 28 December 2002, the auspicious occasion of Dhirubhais 70th birthday, though sadly after his unexpected demise on 6 July 2002. Reliance Communications has a reliable, high-capacity, integrated (both wireless and wire line) and convergent (voice, data and video) digital network. It is capable of delivering a range of services spanning the entire infocomm (information and communication) value chain, including infrastructure and services for enterprises as well as individuals, applications, and consulting.

Today, Reliance Communications is revolutionizing the way India communicates and networks, truly bringing about a new way of life. We will leverage our strengths to execute complex global-scale projects to facilitate leading-edge information and communication services affordable to all individual consumers and businesses in India. We will offer unparalleled value to create customer delight and enhance business productivity. We will also generate value for our capabilities beyond Indian borders and enable millions of India's knowledge workers to deliver their services globally.

(3) BRIEF STUDY OF THE ORGANIZATION Chairmans profile

Reliance Communications Limited founded by the late Shri. Dhirubhai H Ambani (1932-2002) is the flagship company of the Reliance Anil Dhirubhai Ambani Group. It is India's foremost truly integrated telecommunications service provider. With a customer base of over 36 million including close to one million individual overseas retail customers, Reliance Communications ranks among the top ten Asian Telecom companies. Its corporate clientele includes 600 Indian, 250 multinational corporations and over 200 global carriers and owns and operates the world's largest next generation, IP enabled connectivity infrastructure, comprising over 150,000 kilometers of fiber optic cable systems in India, USA, Europe, Middle East and the Asia Pacific region. Regarded as one of the foremost corporate leaders of contemporary India, Shri Anil D Ambani, 48, is the chairman of all listed companies of the Reliance ADA Group, namely, Reliance Communications, Reliance Capital, Reliance Energy and Reliance Natural Resources. He is also the president of the Dhirubhai Ambani Institute of Information and Communications Technology, Gandhinagar An MBA from the Wharton School of the University of Pennsylvania, Shri Ambani is credited with pioneering several financial innovations in the Indian capital markets. He spearheaded the countrys first forays into overseas capital markets with international public offerings of global depositary receipts, convertibles and bonds. \ Under his chairmanship, the constituent companies of the Reliance ADA group have raised nearly US$ 3 billion from global financial markets in a period of less than 15 months. Shri Ambani has been associated with a number of prestigious academic institutions in India and abroad. He is currently a member of:

Wharton Board of Overseers, The Wharton School, USA

Board of Governors, Indian Institute of Management (IIM), Ahmedabad Board of Governors, Indian Institute of Technology (IIT), Kanpur Executive Board, Indian School of Business (ISB), Hyderabad

In June 2004, Shri Ambani was elected as an Independent member of the Rajya Sabha Upper House, Parliament of India, a position he chose to resign voluntarily on March 25, 2006. Select Awards and Achievements

Voted the Businessman of the Year in a poll conducted by The Times of India TNS, December 2006 Voted the Best role model among business leaders in the biannual Mood of the Nation poll conducted by India Today magazine, August 2006 Conferred the CEO of the Year 2004 in the Platts Global Energy Awards 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 Asiaweek 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.

Undertook financial restructuring of Reliance communications To spend Rs 16,000 crore to expand and strengthen network coverage After expansion, Reliance Communications will have the single largest wireless network in the world Launched the lowest-cost classic brand handset at Rs 777 Subscriber base grew to over 28 mn during last fiscal, registering 60% growth Total Revenue shot up to Rs 14,468 crore, an increase of 34% Net Profit rises to Rs 3,163 crore, an increase of over 600% Revenues of the wireless business increased by 46% to Rs 10,728 crore Broadband achieved revenue growth of 123% to Rs 1,144 crore Market capitalization crossed Rs 100,000 crore Will add 23,000 more towers Telecom services will be available in over 23,000 towns and 600,000 villages To launch premium IPTV services in top cities

Next generation DTH network will be launched before end of the year

(4) ORGANIZATIONAL SET UP Reliance Communication Limited CHAIRMAN

PRESIDENT (PRESONAL BUSINESS)

PRESIDENT (ENTERPRISES BUSINESS)

PRESIDENT (HOME BUSINESS)

SENIOUR V.P

V.P

GM

DGM

AGM

SENIOUR MANAGER

MANAGER

DUPTY MANAGER

ASST. MANAGER

MANAGEMENT TRAINING

CHAPTER - 2
Main Studies
Introduction of the Topic Apply six sigma The problems being faced What does Company expect to do by solving the problem (1) INTRODUCTION OF THE TOPIC
What is SWOT Analysis? SWOT analysis is a basic, straightforward model that provides direction and serves as a basis for the development of marketing plans. It accomplishes this by assessing an organizations strengths (what an organization can do) and weaknesses (what an organization cannot do) in addition to opportunities (potential favorable conditions for an organization) and threats (potential unfavorable conditions for an organization). SWOT analysis is an important step in planning and its value is often underestimated despite the simplicity in creation. The role of SWOT analysis is to take the information from the environmental analysis and separate it into internal issues (strengths and weaknesses) and external issues (opportunities and threats). Once this is completed, SWOT analysis determines if the information indicates something that will assist the firm in accomplishing its objectives (a strength or opportunity),

SWOT analysis is a general technique which can be applied across diverse functions and activities, but it is particularly appropriate to the early stages of planning for a TIPD visit. Performing SWOT analysis involves generating and recording the strengths, weaknesses, opportunities, and threats relating to a given task. It is customary for the analysis to take account of internal resources and capabilities (strengths and weaknesses) and factors external to the organization (opportunities and threats).

SWOT analysis can provide: A framework for identifying and analyzing strengths, weaknesses, opportunities and threats. This checklist is for those carrying out, or participating in, SWOT analysis. It is a simple, popular technique which can be used in preparing or amending plans, in problem solving and decision making. Illustrative diagram of SWOT analysis If SWOT analysis does not start with defining a desired end state or objective, it runs the risk of being useless. A SWOT analysis may be incorporated into the strategic planning model. An example of a strategic planning technique that incorporates an objective-driven SWOT analysis is SCAN analysis. Strategic Planning, including SWOT and SCAN analysis, has been the subject of much research. Strengths: attributes of the organization those are helpful to achieving the objective. Weaknesses: attributes of the organization those are harmful to achieving the objective. Opportunities: external conditions those are helpful to achieving the objective.

Threats: external conditions that is harmful to achieving the objective. SWOT analysis can be used for all sorts of decision-making, and the SWOT template enables proactive thinking, rather than relying on habitual or instinctive reactions. The SWOT analysis template is normally presented as a grid, comprising four sections, one for each of the SWOT headings: Strengths, Weaknesses, Opportunities, and Threats. The free SWOT template below includes sample questions, whose answers are inserted into the relevant section of the SWOT grid. The questions are examples, or discussion points, and obviously can be altered depending on the subject of the SWOT analysis. Note that many of the SWOT questions are also talking points for other headings - use them as you find most helpful, and make up your own to suit the issue being analyzed. It is important to clearly identify the subject of a SWOT analysis, because a SWOT analysis is a perspective of one thing, be it a company, a product, a proposition, and idea, a method, or option, etc.

Here are some examples of what a SWOT analysis can be used to assess:

a company (its position in the market, commercial viability, etc) a method of sales distribution a product or brand a business idea a strategic option, such as entering a new market or launching a new product a opportunity to make an acquisition a potential partnership changing a supplier outsourcing a service, activity or resource an investment opportunity

RELIANCE COMMUNICATION LIMITED

Strength Low Entry Cost Commission Structure Fast Activation Process Network Connectivity Data GPRS Opportunity Preference of GSM over CDMA New Specialist Application Rural Telephony New Market, Vertical, Horizontal Competitors` Vulnerabilities

Weakness Branding Image Distribution problem Limited product portfolio- Only Mobile Lack of Competitive Strength Limited Budget Threat Political destabilization. New Entrants IT Development Market Demand Seasonality, Weather Effects

APPLY SIX SIGMA:

MAN

M/

SALES PERSON ARE NOT WELL EDUCATED

[Fishbone diagram]

(2) PROBLEM BEING FACED Lack of communication between retailers and distributor Lack of improper distribution channel Competitors Not regular visit of DSE and Runner All retailers are not aware of new scheme of RCOM Lack of sales promotion and advertisement Retailer doesnt get claim at proper time No visit of TSM or any other person to the retailers shop

WAY OF SELLING NO PROPER

(3) WHAT DOES COMPANY EXPECT TO DO BY SOLVING THE PROBLEM

Customer Satisfaction Retailer Satisfaction Increase in Sale Sales Promotion Proper Distribution Channel

CHAPTER - 3
METHODOLOGIES
Research problem Research Objective & sub- objective Information Requirement Choice of Research Design Research Instrument used Schemes, Products & Sample size (1) RESEARCH PROBLEM
Collection of Data of other companies Tata indicom, Airtel & BSNL Retailers some time gives wrong data Limitation of time and money

(2) RESEARCH OBJECTIVE

To know the demand of Rcom bundle offer along with LGRD 3000 and 6100 as Ill as the demand of Rcom Bachat pack Sim in the market To help in development and introduction of new product To identify the company position among competitors To determine those factors which persuade retailers for sale of RCOM sims/product To find out which type of schemes retailers prefer and why? To study the effect of irregular supply on the sale of the product

(3) SUB OBJECTIVE

To compare the Airtel and Tata indicom Bundle offer with RDLG 3000, 3500 & 6100 for analyzing the status of RCOM Bundle Offer To identify the Market share of RCOM To find out the basic problems of retailers

 To find out the performance of Distributor To find out the basic problems of Channel of Distributor To find out the Claims pending of Retailers

(4) INFORMATION REQUAREMENT

Complete Price structure of Rcom, Airtel & Tata indi.offer which includes Sim Processing Fees Discount Offered Schemes offered Service Tax

(5) SOURCES OF INFORMATION

Data collected from the Company Secondary Data Internet Retailers Distributor Sales Executives Other Trainees (Runner)

(6) SCHEMES, PRODUCTS

RELIANCE PRODUCT Reliance Reliance Reliance Reliance Reliance Reliance Base Phone Mobile Data Card Voucher, E-Recharge PCO Broad Band

Reliance Sath Zindagi Bhar Ka(lifetime) offer

RComs new gambit is Rs 199 lifetime prepaid

Reliance Communications, the code-division multiple access major, which was the first to launch the lifetime plan almost two years ago at a one-time cost of Rs 999, plans to announce a similar scheme at one-fourth the price - Rs 199.

For making outgoing calls, the standard local tariff will be 99 paise per minute. Various other calling tariff options will also be available to the users, depending on the trend of ones usage. RComs move looks like a replay of 2006, when mobile telephony players were intensely competing with each other over lifetime pre-paid schemes.

Spectrum war, however, kept the operators busy all through 2007, and one didnt hear about lifetime plans at all.

Rcoms SATH ZINDAGI BHAR KA plan Pulse Rate Price of Pack (Rs.) Free Airtime on Pack (Rs.) Incoming Calls (Rs.) 60 sec 195 (sim charges exclude) 5

- free for lifelong Rel. GSM / CDMA Landline / WLL (10 Digit) 0.99 2.75 0.99 2.75

LOCAL RATES (Rs./min) STD RATES (Rs./min) ISD (Rs./min) USA, Canada, Europe (Fixed Line), Australia, Singapore, Hong Kong, Thailand, Malaysia, Indonesia, New Zealand. Gulf, Europe (Mobile), SAARC countries, Africa & Rest of the world Cuba, Sao Tome & Principe, Guinea Bissau, Diego Garcia, Nauru, Solomon Islands, Vanuatu, Cook Islands, Tuvalu, Tokelau, Norfolk Island, Sakhalin SMS (Rs.) Local National

0.99 2.75

Rs.6

1 2

International

STD CALLING CARD

MRP

TALKTIME

VALIDIY

ON-NET (NIGHT)

OTHER

RS. 95

84.66

15 DAY

1.25

RS. 115

102.35

15 DAY

1.20

RS. 125

111.25

15 DAY

1.20

RS. 225 RS. 280 RS. 525

200.25 249.20 467.25 578.50

30 DAY 30 DAY 30 DAY 30 DAY RS. 0.40 FREE

1.10 1.10 RS. 1.00 RS. 1.00

RS. 650

PRODUCTS FOR THE MONTH OF JULY 2008

Rs. 55 FULL T.T of 55 (off net 43+on net 12) FULL T.T of 77(off net)

TOP UPs

Rs. 77

Rs. 210 TALK TIME of Rs. 222 (off net) Rs. 310 TALK TIME of Rs. 333 (off net) Rs. 510 TALK TIME of Rs. 555 (off net)

Rs. 195 Local on-net mobile unlimited FREE (validity 30 days) Rs. 496 Local & STD on-net mobile unlimited FREE (validity 30 days)

STVs

Rs. 35 Rs. 79 Rs. 49 Rs. 99 Rs. 98

All STD@ Rs. 1 per minute (validity 30 days) All Local@ Rs. 0.50/min and all STD@ Rs.1/min (valid. 30 days) On-net Local@33PAISE, Off-Net Local@49 Paise (valid. 30 days) On-net Local@33PAISE, Off-Net Local@Paise, all STD@99 Paise (30D) On-net Local FREE between 10PM to 8AM& other local@50 paise (30D)

Rs. 250 FREEDOM TARIFF, TALKTIME Rs. 147.5 AND VALIDITY 30 DAYS

RCVs
Rs. 888 F.T, TALKTIME RS. 888 AND VALI. OF 8 MONTHS

Rs. 399 Talk Time 175/ & Local On-net Unlimited FREE ( 30 days)

UNLIMITED
Rs. 499 Local Reliance Mobile & Reliance Smart Unlimited FREE ( 30 days) Rs. 533 Talk Time Rs. 399.37 & Local On-net FREE B/W 11pm to 6am, ( 30 D)

E-SMS
Rs. 49 500 LOCAL SMS FREE & VALIDITY 30 DAYS

Comparison of lifetime plans of all cellular

companies

Charges ( call rates ) Cellular co.s Lifetime plan Rs. (Rs.) Own network Other network STD International SMS L/N/I

Airtel

295

2.65

6.4/9.2/40 1/2/5

BSNL

495

1.40

2.75

7.2/9.6/12 1/2/5

Rcom

199

0.99

0.99

2.99

6/17

1/2/5

Tata Indicom

489

1.50

2.75

17.20

1/2/5

RELIANCE MOBILE HAND-SET

MOBILE RD LG 3000 RD LG 3500 RD LG 3600 RD LG 6100

CUSTOMER PRICE 1199/1299/1799/2699/-

RETAILAR PRICE 1165/1265/1690/2540/-

Research Methodology
Research methodology is a way to systematically do the job. It may be understood as a science of studying how research is done scientifically. The most desirable approach with regards to the selection of the research methodology depends on the nature of particular work, time and resources available along with the desire level of accuracy. Research Type Data Source Research Instrument Type of Questionnaire Sampling Unit Sampling Method Contact Method Descriptive Research Primary Data Questionnaires Structured Retailer Judgmental Personal Interview

CHAPTER - 4
Data Analysis & Interpretation
Data Interpretation & Finding of customer Survey Market share of mobile subscribers Performance Snapshot (1) DATA INTERPRETATION OF CUSTOMERS SURVEY

Age group Tabulating in percentage the age group of customers

Age Group (%) 18-25 28-35 36-45 Above 45

50 45 40 35 30 25 20 15 10 5 0

Percentage 25 47 22 6

18-25 28-35 36-45 Above 45

Percentage (%)

Above figure shows that researcher having surveyed 18 respondents, 25% belong to age group 18-28%, 47% belong to age group 28-35%, belong to age group 36-45 and 6% above age of 45.

Income Level Tabulation Income Group 8000 8000-12000 12000-20000 > 20000 (%) 42 34 18 6 Percentage

45 40 35 30 25 20 15 10 5 0 Percentage (%)
8000 8000-12000 12000-20000 > 20000

The above analysis shows that 42% of the respondents belonged to the 8000/- and below income category, 34% belonged to Rs.8000 to 12000 and 18%

belonged to 12000-20000 And 6% above income of 20000/-.Percentages of customer who are prospective take of a

particular service

company AirTel RIM BSNL IDEA Vodafone Virgin

Percentage (%) 40 5 25 2 31 2

It was found in the survey that 55% of the respondents intended to purchase either AirTel or Rim services in the future. Out of this 55% more than (that is 30% of the whole sample size) intended to purchase AirTel and 25% intended to purchase RI

Scaling About RCOMM Service scale Very good Good Satisfactory Poor Cant say Percentage 20 25 40 10 5

P e rc e n ta g e

40 35 30 25 20 15 10 5 0 V e ry g o o d G ood S a tis fa c to ry P o o r C a n t s a y P e rc e n ta g e

The survey revealed that 40% of the respondents service RIM as satisfactory. This is a telling comment. However the survey also found out that 20% and 25% of the respondents service RIM as very good and good respectively. There were 5% of the respondents who had nothing to say about the RIM. This is due to low service awareness and low penetration level.

(2) MARKET SHARE OF MOBILE SUBSCRIBERS

MARKET SHARE OF

CDMA IN MEERUT

30% 70%

RCOMM TATA indicom

RCOMM 70%

TATA INDICOM 30%

MARKET SHARE OF

GSM IN MEERUT

AIRTEL 40% RCOMM 5% BSNL 25% VODAFONE 31% TATA INDICOM 2% IDEA 2%

(3) PERFORMANCE SNAPSHOT

12 months period ended Particulars

Total Subscribers CDMA GSM

Quarter ended
June 30, 2008
50,773 42,707 8,066

Units
000s 000s 000s

March2007
28,007 24,620 3,387

March2008
45,794 38,778 7,016

Sept. 30, 2008

56,046 46,840 9,206

Consolidated financials
Revenue EBITDA Cash profit from Opera. PBIT Net Profit Rs. mn Rs. mn Rs. mn Rs. mn Rs. mn Rs. mn Total Fixed Assets Shareholders' Equity Net Debt Rs. mn Rs. mn 330,423 202,719 % % % Times 39.5% 21.9% 26.8% 43.0% 28.3% 33.7% 42.3% 28.4% 34.6% 0.54 0.09 0.39 0.49 40.8% 27.1% 31.8% 18,238 523,126 254,609 99,700 580,324 264,197 129,888 614,761 281,598 152,257 144,683 57,207 56,291 32,247 31,632 190,678 81,991 82,064 70,762 54,011 53,222 22,502 24,396 15,564 15,123 56,450 23,016 25,288 15,541 15,308

Key Ratios
EBITDA Margin Net Profit Margin Return on Net worth Net Debt to funded equity- ratio

KPIs
Wireless ARPU Wireless RPM Wireless MoU per sub Rs. Rs. Min/month

Long Distance Minutes

Mn Min

371 0.74 503 23,23

340 0.74 460 30,045

282 0.66 424 8,367

271 0.64 423 9,802

*ARPU-

Average revenue per user

Chapter - 5
Conclusions

Conclusion Finding

Conclusion
Indian economy is an emerging one and is growing very fast at the average GDP rate 8-9% so in this emerging market competition level among telecommunication services provides new players are coming who will necessarily intensify the competition. New products and new schemes are being offered by the telecom service providers. The need for large information capacity has grown tremendously due to the demand of real time information. Telecommunication has now become a major information transmission system and telecom has undoubtedly emerged as the most important industry in India. Indian telecom companies are putting in their best offer to rope in major telecom operators of the world e.g. Vodafone, Aircel and MTN etc. are playing their role in synergy with the operation of the Indian companies. Process of acquisition and merger are in process and future will be only for those companies who have an edge over others in the field. Service provided and the better quality of network etc. is provided at affordable cost. In this process of competition it is assumed that only those companies will survive who adopt suitable market strategy and technology innovation and up gradation to suit the aspiration and demand of the consumer. RCOM cellular ltd. an Anil Ambani Group of cos. is very fast catching up with the market by providing cheaper calling rates. The market strategies adopted by its executives are bearing fruits and the company although being the Second one to enter the market of Bihar & Jharkhand has found a suitable niche and recognition in the consumer. But this is

not a thing for self contentment as the survey reveals that in network, service and distributor, its place is very far behind to other competitors viz. Airtel, BSNL, and Tata indicom etc. so to withstand the competition resources mobilization and technological innovation on the part of cos. To upgrade its quality of network and services is urgently called for.

Market access and growth is alright but the improvement of quality on the above counts is necessity of the time.

Retailers Finding

Services provided by Retailers: All the retailers are dealing in all services i.e. providing Recharge Voucher, SIM, and Tariff Voucher of all the cellular service companies present in Bangalore zone. Also most of them provide only pre-paid connection.

Satisfaction: Most of the retailers i.e. around 74% of respondents are satisfied with RCOMM brand, 10% of them push RCOMM brand to the customer and rest 16% retailers are not satisfied with RCOMM brand due to claim pending and the distributor. The retailers dont get schemes communicated in time by distributor and distributor does not provide RCV & e-Top properly.

Problems: Around 15% of the respondents that there is network problem with RCOMM, on the other hand they found its competitors viz. Airtel, BSNL, TATA indicom network connectivity of very good to good level. Around 16% retailers which are under puja enterprises distributor projected problem with distributors. They dont get schemes communicated in time by distributor and distributor does not provide RCV & e-Top.

Support from company: Most of the retailers ensnared that they are supported by the companies personnel & companies helpline. All companies provide POP (Point of presence) at right time and in adequate number.

Claim process:In case of RCOMM process is be claimed very belatedly i.e. almost 77% of the cases take 60-90 days, where as in case of Airtel most of the i.e. 88% is being finalized in time limit 0-30 days. The claim process services of other competitors viz. AirCel, Smart, & Tata Indicom are almost at par with the IDEA cellular ltd.

Chapter 6
Appendices
Suggestions Questionnaire Bibliography

Suggestions
On the basis of extensive study and research, here are some recommendation and suggestion which may help the company to market the product and service more profitability and increase its share in the Telecom market. 1. PROMOTIONAL ACTIVITIES The company expands the budget allocation for promotional campaign in center Bangalore. It has affected the sale service brand image of Reliance especially in Bangalore. Low supports in promotion have lead to fluctuation in sale There may be some useful tools which can be summed as follows:Advertising Advertising should have a clear objective and message, which has not been found in recent ads. Reliance is a faster growing provider service in each state .every offers and schemes they should show with proper message for benefit to the customer. In busy life customer do not remembered any offers and which service we can provided for the customer therefore they should by force showing advertisement in growing market and among customer .customers wants continuously exposure in Cable and Local newspapers. Persuasive Advertising: - Now there is a need of persuasive advertising for Reliance service which can be moved into the category of comparative advertising. It will help the company to establish the superiority of its brand service through specific comparison of one or more attributes and features. Technical Expertise: - The advertisement should show the companies expertise, experience and pride in market the product service sale.

Media:-A combination of print ads and TV commercial do a better job. Local ads and publicity should be giving more stress. Hoardings, banners, wall painting should be promoted, as some expenses are also beard by dealers. Ads on Cable network result greater audience attention. Schemes, gift offers etc. must be highlighted through Radio and Local newspapers.

A. SALES PROMOTION

Cash discount Premiums Appointment of sale promoter Financial schemes B. OCCASIONAL DISCOUNT The company may go for occasional discount offers or price off from time to time specially during any festival. Off season discount may also prove helpful to check fluctuating sales. C. PRODUCT QUALITY AND TECHNICAL FEATURES As for as some hand set mobile product quality is concerned, there is an urgent need of technical up gradation of Reliance mobile product line. It would be beneficial for company to launch some colors mobile hand set with the some added feature and minimum price.

Questionnaire 1. Whether following things are available?

Monsoon offer Kit V-top E-Recharge 48% 90% 40% 90%

The survey revealed that 48% retailers have monsoon Offer, 90% have kit, 40% have V-top and 90% have E-recharge.

2.

What is the frequency of DSE visit? Once a Week 20% Twice a Week 50% Thrice a Week 30% None of above 0 %

The survey revealed that 20% retailers have said that DSE visits once a Week, 50% retailers have said that DSE visits twice a Week, 30% retailers have said that DSE visits thrice a Week.

3.

What availability of stock you keep for sale in your shop? Daily 9% weekly 72% In 15 days 18% Monthly 1%

The survey revealed that 9% retailers keep daily stock, 72% retailers keep Weekly stock, 18% retailers keep stock of 15 days and 1% retailers keep monthly stock.

4.

What nature of problem you face with RCOMM? Service level 31% Claim level 95% Product availability 18% Product awareness 25%

The survey revealed that 31%, 95%, 18%, 25% retailers have problem with service level claim level, product availability and product awareness respectively.

5. How much time is taken by the distributor to reimburse your claims?

20 days 30 days 45 days 60 days 11% 25% 25% 39%

The survey revealed that 11%, 25%, 25%, 39% of the retailers are reimbursed by distributor at claim level respectively.

6. Who are the major competitors of RCOMM?

Airtel 55% Aircel 15% BSNL 15% Tata Indicom 30% Smart 8% The survey revealed that Airtel and Tata indicom are the major competitors of RCOMM.

60% 50% 40% 30% 20% 10% 0% AirTel BSNL Smart Series1

7. If you have any problem then whom you will prefer to talk?
Distributor TSM DSE 10% 23% 67%

The Survey revealed that 10%, 23% and 67% retailers prefer to talk to Distributor, TSM and DSE.

8.

How do you know about new scheme? Companies Reliance Airtel AirCel smart Tata Indicom SMS Poster DSE

9.

How much time do you take to activate a sim?

(i) (ii) (iii) (iv) 10-15 min. 15-30 min. 30-60 min. Above 60 min. 44% 38% 6% 12%

The survey revealed that 44% retailers take 10-15 min., 38% take 15-30 min., 6% take 30-60 min. and 12% take more than 60 min. in activation of a SIM.

10. From which company distributors you are more satisfied?

(i) (ii) (iii) (iv) (v) (vi) Airtel Reliance BSNL AirCel TATA None 4% 1% 34% 28% 17% 16%

Q11. Which service you r using?

Options

Percentage of respondents

Prepaid Postpaid

95 5

Q12. Are you using lifetime or general plan? Option Percentage of respondents

Lifetime General

73 27

Q13. Are you satisfied with the call rates of the Lifetime plan?

Option

Percentage of respondents

Yes

64

No

36

Q14. Which facility attracts you most in the lifetime plan?

Option

Percentage of respondents

Call rates

15

Massage Tariff

Night Tariff

Validity

83

Q15 Are you satisfied with the lifetime plan which you are using?

Option

Percentage of respondents

Yes

78

No

22

Q16. Rate of the satisfaction level with the services of your present lifetime plan?

Option

Percentage of respondents

Fully satisfied

14

Satisfied

47

Average

27

Dissatisfied

Highly dissatisfied

Q17. Why you chose lifetime plan? Option Percentage of respondents

For incoming purpose only

23

For money saving

48

For the facilities provided in the plan

29

Q18. Do you know about the license of the cellular companies?

Option

Percentage of respondents

Yes

24

No

76

GLOSSARY
A
Advertising Paid non-personnel communication with a target market, advertising media include television, radio, news paper, magazines, and direct mail.

AIDA Model

an acronym for awareness, interest, desire and action, which represent the psychological steps a customer, goes through on the way toward making a purchase. breaking accumulated supplies into smaller units that are easier fir later intermediaries and customers to handle. a type of cluster sample in which geographic units are used to define the cluster of the population.

Allocating Area sample

B
Brand A name, term, phrase, design, symbol or any combination of these chosen by an individual or organization to distinguish a product competing products. Brand extension Brand loyalty Brand name Buying power Assigning an existing brand name to a new product in the same product line. the level of commitment that customer feel toward a given brand, as represented by their continuing purchase of that brand. the portion of a brand that can be expressed verbally, including letters, words, or members. the consumers ability to purchase product.

C
Competition Competitive advertising The rivalry among sellers trying to increase sales, or market share while addressing the same set. Advertising that rises to promote specific product features as better than those offered by the competition.

D
Database A computerized system that stores and retrieves a variety of data.

Differentiated marketing A marketing approach that aims specialized products or product lines at target markets, using different marketing mixes for each segment. Distribution The process of moving products from the producer to the consumer, which may involve several steps ad the participation of multiple companie A private warehouse specialty designed to provide the fast transfer of goods from suppliers to retailers or final customers A general term usually applied in organizational markets to intermediaries that perform the equivalent function of both wholesalers and retailers.

Distribution center Distributor

E
Environmental Analysis The interpretation o data generated in environmental scanning

F
Feedback Franchise Frequency marketing Communication from the audience back to the sources A business entity licensed to use the trademarks, operations and other attributes of a business. programs that reward customers for repeat purchase of specific goods and services.

Hypothesis

The marketers untested assumption about the probable solution to the marketing problem.

I
Independent retailers Retailers that are not part of large retail organization, but are owned by one person, two or more partners or a family.

Intensive Distribution Internal marketing

A channel strategy that seeks to make products available in as many appropriate places as possible. marketing to employees with the ultimate goal of improving customer satisfaction.

L
Logo A Unique symbol that represents a specific firm or a brand name written in a distinctive type style.

M
Market Market segmentation the customer and potential customer who want or need a product and who are willing and able to exchange something for it A way of dividing a large market into smaller groupings of consumers of organizational in which each subset has a common characteristic. Market shares Marketing An organizations portion of the total sales in a given market, expressed as a percentage. the process o developing and exchanging ideas, goods and services that satisfy customers, using the principles o pricing, promotion ,and distribution. A system designed to move gods and services from producers to customers, which consist of people and organization supported by various facilities, equipment, and information resources. A computerizes system to store and retrieve data as needed by marketers. the four key elements of marketing strategy; product, promotion, distribution, and price.

Marketing channel

Marketing Database Marketing mix

Population Primary data

The universe of people, place, or things to be investigated in a specific research study. Data that is gathered directly from the subjects or through on-site research for specific marketing research program.

Product

A good, services or idea for which customers will exchange money or something else of value; a product is bundle of features and benefits designed t meet needs of target customer. A verity f techniques, including advertising, sales, promotion, public relation, and personal willing, that are used to communicate with the program

Promotion

Psychological influences Characteristics within the individual that influence consumer behavior. Pull strategy A promotional strategy that primarily builds demand with the final customer to request the product from the marketing channel; the opposite of push strategy A promotional strategy that relies primarily on pushing products through each stage of the marketing channel from producer to wholesaler to retailer to customer; push strategy can also be pushed in direct channels, with sales people presenting products to customer.

Push strategy

R
Retailers Intermediaries that sell to final customer; they purchase goods from wholesaler or in some cases, directly from producers.

S
Sample Sampling error A portion of population that represents the whole in a research study. A measure of the discrepancy between the result of surveying a sample and the expected results of conducting a census of the entire population. A probability sample in which all the members of the population have an equal probability of being picked for survey. The person r organization that originates and encode a message. A method of gathering data directly from consumers via a questionnaire.

Simple random sample Source Survey

T
Target Market The market youve selected is the focus of your marketing program; it covers the potential costumers you think are most likely to need or want your product.

W
Wheel of retailing Wholesalers A theory that divides the cyclical patterns in retail evolution into three stages: innovation, trading up and vulnerability. Intermediaries that perform a variety of marketing channel functions to move goods and services through the channel to retailers and organizational customers.

BIBLIOGRAPHY
BOOKS
Marketing Management Marketing Research Phillip Kotler Tull & Hawkins

MAGAZINE
Business Today Advertising & Management

NEWSPAPERS
Economic Times Hindustan Times

WEBSITE
www.COAI .in www.AUSPI .in

The relevant information from the internal source of the organization