Manmohan Pandey

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A

SUMMER TRAINING REPORT

ON

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Submitted towards partial fulfillment of

Master of Business Administration(MBA)

(R.R. Institute Of Modern Technology, Lucknow)

SUBMITTED BY- SUBMITTED TO-

Manmohan Pandey Mr.Amit Mishra

ROLL NO. 1336170015 Head of Department

MBA. R.R.I.M.T-LUCKNOW

Department of Management

R. R. Institute Of Modern Technology,Lucknow

(SESSION: 2014-2015)


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DECLARATION

I, "Man Mohan Pandey, hereby declare that the work presented herein is genuine work done

originally by me and has not been published or submitted elsewhere for the requirement of a

degree programme. Any literature, data or works done by others and cited within this dissertation

has been given due acknowledgement and listed in the reference section.

_______________________

(Student's name & Signature)

_______________________

(Registration No.)

Date:__________________


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SL.

NO.

INDEX PAGE NO.

1

INTRODUCTION

6

2

RELIANCE COMPANY PROFILE

9

3

RELIANCE 3G SERVICES

18

4 SWOT ANALYSIS OF RELIANCE 25

5 PROBLEMS FACED BY RELIANCE 30

6 RESEARCH METHOLOGY & HYPOTHESIS 31

7 FINDINGS FROM QUESTIONAIRE 34

8 CONCLUSION 40

9FINDINGS FROM CUSTOMERS

42

10 FINDINGS FROM RETAILERS 43

11 SUGGESTION 44

12 APPENDICES

13 QUESTIONNAIRE 48

14 BIBILOGRAPHY 51

15 LIST OF RETAILERS 52


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CKNOWLEDGEMENT

I would like to express my sincere thanks to all those instrumental in this

project Work. First of all, I would to thank MR.SANDEEP SHUKLA (Cluster

head Reliance Communication, Jamshedpur)forgiving methis opportunity

to do this project and learn from it. I am thankful to Reliance Communication

Ltd for giving me helpful information to complete this project (Research).

I express my sincere thanks to Mr.HITESH SHUKLA(Deputy manager &

incharge of 3G Services)& Prof. SHARDHA SHIVANI (BIT faculty), for helping

me in giving me all relevant information about the product and service.

My heart full thanks to the whole staff and customers ,Retailers and

distributors of Reliance Communication Ltd,Jamshedpur who gave me

continuous support in every possible manner to gain practical knowledge in

Industry.

Finally I would like thank all lecturers, friends and my family for the kind of

support and to all who directly or indirectly helped me in preparing this

project report and special thanks to website- www.rcom.co.in.

Date:

Place: MANMOHAN PANDEY

ROLL-1336170015


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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 MBA curriculum. It enables the student to

share the real experience in Industry & Market. My project has placed in

Market Research.

The topic of my project was CUSTOMER ATTITUDE AND PERCEPTION

TOWARDS RELIANCE 3G SERVICES IN LUCKNOW.

This project report tends to give a sharp picture of the3G services of

Reliance telecom industry.

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

and future prospects of 3G services.


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INTRODUCTION

Research Problem

This Research deals with finding and analyzing Customers attitude and

perception towards Reliance 3G services in Lucknow. Our Research deals with

analyzing scope of Reliance 3G services in Lucknow.

Management Problem

Our aim is to analyze Customers attitude and response towards Reliance 3G

services in Lucknow .Our aim is to suggest a set of recommendation to Reliance to

improve its 3G services according to expectation of customers of Customers of

Lucknow and to suggest strategies that Reliance should follow to compete with its

Competitors.

Background.

Reliance is single private 3G telecom service provider in Lucknow.

Reliance 3G service can offer speeds upto 21Mbps

Various 3G services offered by Reliance are follows

Video Call

Video Portal

Mobile Internet HSPA

Mobile TV

RWorldMultiplayer Gaming.

Lucknow comes under RTL(Reliance Telecom limited ) of Reliance

Communication.


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confidential

12 of 46

Tablets

3G enabled handsets

3G ena bled Blackberry handsets

3G enabled Smart phones

Windows\Android Based)

iPhones

Mobile Br oadband

Dongles

MiFi mini router

iPads

3G Devices


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OBJECTIVES

1.To analyse attitude and perception of customers towards reliance 3G services

in Lucknow.

2.SWOT analysis of Reliance 3G services.

3. To analyse interest and expectations of Customers towards 3G services in

Lucknow.

4.To suggest some guidelines to Reliance in order to provide better focused 3G services.

5.To recommend strategy that Reliance should implement for improving Customer

satisfaction towards 3G services.

6. To analyze marketing strategies used by Reliance for its 3G services.

Reliance communication is only private telecom service provider who is

providing 3G services in Lucknow city. It launched its 3G services in

Lucknowin April.


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COMPANYS PROFILE


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OverviewIntroduction

Reliance Communications Limited (Reliance Communications or the

Company) is Indias largest integrated communications service provider in the

private sector with over 32 million individual, enterprise, and carrier customers.

We operate pan-India across the full spectrum of wireless, wire line, and long

distance, voice, data, video and internet communication services. We also have

an extensive international presence through the provision of long distance voice,

data and internet services and submarine cable network infrastructure globally.

As presently constituted, Reliance Communications was formed by the demerger

and vesting of the telecommunications undertakings of Reliance IndustriesLimited

The demerger and vesting became effective on December 21, 2005. Our shares

were listed in India on the Bombay Stock Exchange and National Stock Exchange

on March 6, 2006 and our Global Depositary Receipts were listed on the

Luxembourg Stock Exchange on August 3, 2006.

Reliance Communications Limited founded by the late Shri Dhirubhai H Ambani

(1932-2002) is the flagship company of the Reliance Anil Dhirubhai AmbaniGroup. The Reliance Anil Dhirubhai Ambani Group currently has a net worth in

excess of Rs. 64,000 crore (US$ 13.6billion), cash flows of Rs. 13,000 crore (US$

2.8 billion), net profit of Rs. 8,400 crore (US$ 1.8billion).

Reliance Communications is India's foremost and truly integrated

telecommunications service provider. The Company, with a customer base of over

124 million including over 2.5 million individual overseas retail customers, ranks

among the Top 4 Telecom companies in the world by number of customers in a

single country. Reliance Communications corporate clientele includes 2,100

Indian and multinational corporations, and over 800 global, regional and domestic

carriers.

Reliance Communications has established a pan-India, next generation, integrated

(wireless and wire line), convergent (voice, data and video) digital network that is


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capable of supporting best-of-class services spanning the entire communications

value chain, covering over 24,000towns and 600,000 villages. Reliance

Communications owns and operates the world's largest next generation IP

enabled connectivity infrastructure, comprising over 277,000 kilometers of fibre

optic cable systems in India, USA, Europe, Middle East and the Asia Pacific region.

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 individualconsumers, 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


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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.

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.


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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 globaldepositary 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 RajyaSabha Upper House, Parliament of India, a position he chose to resign

voluntarily on March 25, 2006.

Select Awards and Achievements


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Voted the Businessman of the Year in a poll conducted by The Times of

IndiaTNS, 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 2001Selected 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.

Strategic Business Units

The business of Reliance Communications is organized into three strategic

customer facing business units: Wireless, Global, and Broadband. In addition, one

of the wholly owned subsidiaries of Reliance Communications is engaged in themarketing and distribution of wireless handsets. Our strategic business units are

supported by our fully integrated, state-of-the-art network and operations

platform and by the largest retail distribution and customer service facilities of

any communications service provider in India.

Wireless

We offer CDMA and GSM based wireless services, including mobile and fixed

wireless voice, data, and value added services for individual consumers and

enterprises. Our primary brands are Reliance Mobile for the mobile portfolio of

services and Reliance Hello for the fixed wireless portfolio of services. Our voice

services comprise both local, and national and international long distance calling.

Our data services comprise wireless multimedia over the click, browse, and


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select Reliance Mobile World platform, wireless internet access (Reliance

Netconnect), and connectivity for devices such as point-of-sale, lottery and ATM

terminals. We also offer public calling office (PCO) and coin collection box

services over our wireless network through independent retail operators of such

facilities.

Our presence in the wireless market increased significantly with the commercial

launch nationwide of our CDMA based services in mid-2003. Within three years,

we have become the largest provider of wireless communication services in the

country, as measured by voice and data minutes of use. As at December 31, 2006,

we had 30 million wireless customers in aggregate, representing a 20.5% market

share of the All-India wireless market. We had the largest in-service base of

multimedia-enabled handsets and the largest number of unique users of such

services (over 8 million customers). In addition, we are the largest PCO operator

in the private sector with over 50% market share.

Global

We offer national and international long distance calling services. We operate this

business unit primarily on a wholesale basis, offering carriage and termination to

other carriers as well as on an inter segment basis to other business units of

Reliance Communications. In overseas markets, we offer a retail virtual calling

card service for calls to India (Reliance India Call) and to 200 other international

destinations (Reliance Global Call). This service is currently active in the United

States, Canada, the United Kingdom, and Australia.

We entered the long distance market in India in mid-2003, and have become the

largest carrier of international voice minutes, with a market share of over 40%. In

addition, we have over 1 million active customers for our Reliance India Call

service, a unique overseas consumer franchise. Usage of Reliance India Call


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accounts for around 40% of total retail market calls from the United States to

India.

We offer national and international (submarine cable) network infrastructure on

both an Indefeasible Right of Use (IRU) and leased circuit basis, internet

bandwidth, and managed data services to other carriers and enterprises globally.

We have global partnerships with carriers such as C&W, Verizon/MCI, Sprint,

Deutsche Telekom, and BT for Global VPN and Bi-lateral IPLCs.

We own and operate through FLAG the largest private submarine cable system in

the World, directly connecting 28 countries from the East coast of the United

States, to Europe, the Middle East, India, South and East Asia, through to Japan.

FLAG Global Network provides unique connectivity between the worlds largest

telecommunications market in developed countries and the worlds fastest

growing telecommunication market in developing countries.

We are currently extending the construction of the FALCON cable system, which

directly connects 12 countries in the Middle East, East Africa and the

Mediterranean to the rest of the world through the FLAG Global Network. FLAG

and FALCON provide unique on-net global connectivity and our long term

customers include more than 200 global carriers and more than 400 large

enterprises. Through FLAG and FALCON, we are

the largest provider of international bandwidth in the Middle East and Asia.Ownership of these assets further allows us to leverage our strengths in the

Indian market.


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Broadband

We offer the most complete portfolio of enterprise voice, data, video, internet

and IT infrastructure services of any operator in India. These services include:

national and international private leased circuits, broadband internet access,

audio and video conferencing, MPLS-VPN, Centrex, and managed internet data

centre (IDC) services.

We offer unique, value added products and services to large and medium

enterprises for their communications, networking, and IT infrastructure needs

across the country.

We are the clear market leader in the highest growth segments of the market,

comprising MPLS-VPN, Centrex, and IDC services.

We launched our enterprise broadband services in the first half of 2005, focusinginitially on the top 30 cities in India. In these cities, we are leveraging our existing

metro fibre optic networks to establish direct building connectivity on-net. We

currently have over 379,000 buildings directly connected to our network and over

530,000 access lines.

Our primary building access technology is metro Ethernet LAN, which offers

performance and cost advantages versus other access technologies in areas with

high service potential. Our Metro Ethernet LAN technology gives us a significant

edge in delivering high bandwidth data services, as compared with all of ourcompetitors who are deploying legacy copper networks. In cities where we are

not currently providing wireline direct building connectivity, we have selectively

deployed wireless LMDS to access targeted buildings in accordance with our

customers requirements.

We have established an enterprise customer base that includes 750 of the Top

1,000 Indian enterprises and MNCs and are expanding rapidly in the SME

segment. We are the market leader in IDC services (Reliance Data Center) with

over 50% market share and are also the leading provider of MPLS-VPN and

Centrex solutions.

In the consumer segment, we offer feature rich fixed line phone services and

broadband internet access services with a unique speed select option. Our

consumer roll out to date has been predominantly in the same areas where we


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have activated our enterprise services. Our consumer and enterprise broadband

services ride on the same access and core networks. In addition to our current

consumer product offerings, we have completed trials of IPTV services in more

than 10,000 premises.

3G SERVICE INTRODUCTION

3G refers to the Third Generation mobile network,sometimes also referred

as UMTS

3G networks offers more data download speeds

Offers users advanced services e.g.: multimedia applications like video

and broadband services

3G+ & 3.5G are the names given from some operators to an upgraded 3G

network


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3G cellular technology is defined as the provision of wireless broadband data and

information services right to a person's mobile unit. Compared to the previous

technologies, 3G promises speeds ranging from 144 Kbps, which is 3 times faster

compared to the traditional 56K dial-up modem connection up to 2.4 Mbps, which

is very near cable-modem speed. The networks of 3G allows you to browse

quickly through web pages, watch on-demand video programs, download and

play music, videos and 3D games, watch streaming videos and music videos and

have a video conference with others located on the other side of the plant .

Currently, 3G technology is the most recent in mobile communications. 3G is the

shorter term for third generation, making analogue cellular technology generation

one and digital/PCS generation two. The 3G technology is planned and devised

for the real multimedia cellular phone, also known as smart phones. These tools

feature higher bandwidths and transfer rates to cater to web-based applications

and phone-based video and audio data files.The most common include CDMA2000, which is based on code division multiple

access, TD-SCDMA, which stands for Time-division Synchronous Code-division

Multiple Access and WCDMA or UMTS which stands for Wideband Code Division

Multiple Access.

3G phones are comparable to small laptops that can cater to several broadband

applications like browsing the internet, receiving streaming videos online, video

conferencing and sending and receiving faxes. The soaring towers are among the

most important element of the group, allowing the data to be transferred from one

hone to another. 3G basically is a cellular phone network protocol.

3G networks have the capability of transferring speeds up to 3 Mbps which is

equivalent to around 15 seconds for every download of a 3-minute MP3 song. To

compare, the speediest 3G cellular phones can move speeds up to 144 Kbps,

which is equivalent to around 8 minutes to download a 3-minute MP3 song. The

high data rates of 3G are recommended when downloading or acquiring

information online, as well as sending and receiving huge multimedia files.


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RELIANCE 3G SERVICES

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3G entry in India

RCOM has emerged with a strong 3G footprint in the auction

with presence in 13 circles including all 3 metros

North East

Assam

West Bengal

Kolkata

Orissa

Bihar

MP

Rajasthan

Punjab Himachal Pradesh

J & K

Mumbai

Delhi


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MOBILE BROADBAND

Reliance Mobile is providing the best speeds (up to 28 Mbps), the fastest

download and upload speeds and providing coverage in the largest numberof areas in India

Reliance Mobile broadband will always be connected to the fastest

possible technology available (3G, EDGE, GPRS.)

The services that Reliance Mobile Broadband will offer are Dongles, phone

as modem & Mobile Internet.

When compared to HSD, Reliances 3G MBBoffers higher speeds (up to 28 Mbps

vs. 3.1 Mbps for HSD), is easy to use on any computer and offers very convenient

tariffs.


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MOBILE TV

Live TV with ~100 channels across sports, news, music , kids and general

entertainment

Video on demand offering ranging from short clips (movie trailers, songs) to

full length movies and made for mobile content (mobisodes)

VIDEO CALL

Real time two-way video and voice communication between two video-call

enabled 3G handsets

Easy to useras simple as making or receiving a voice call

Requires both calling and receiving customers to have front camera 3G

handsets in 3G coverage area.

R-WORLD

New and improved WAP portal to be launched with improved graphics and

rendering for enhanced user experienceWAP portal will be a storefront for all reliance VAS services; strong content

offering (Bollywood, international, niches like devotional)


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Main Studies

SWOT analysis of Reliance3g services in Lucknow.

The problems being faced by customers of reliance

communication in Lucknow.

What does Company may Gain by solving the problem


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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).


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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 foursections, 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


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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


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SWOT ANALYSIS OF RELIANCE 3G SERVICES

Strength

Attractive Tariff plans

Unique VAS features

Fast Activation Process

Good Network Coverage

Good Brand image

Single Private 3G serviceprovider.

Weakness

Poor Advertisment.

Lack of awareness about 3G

services among Customers.

Lack of Competitive Strength

Poor Customercare

Opportunity

Preference of GSM over

CDMA

Customer Satisfaction by

latest services.

Increase in revenue and

market share

Can attract customers of

other operators by its

unique services

Can emerge as a market

leader in 3G services

Threat

Threat from BSNL3G cheaper

tariff plans.

New Entrants of 3G services

Market Demand is not as per

expectations.

Threat from new entrants. .


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PROBLEM BEING FACED

Lack of communication between retailers and distributor leads to

dissatisfaction among Retailers.

Competitor BSNL 3G provides services at cheaper rates.

Network problem faced in some areas like Kadma, Jugsalai, Telco,

Adityapur,Ghamaria etc.

Most of retailers are not aware about 3G services of Reliance

communication

Most of Customers are not aware about 3G services in the city

Poor Customer care Response

Improper balance cut is major problem among most of Customers.

Lack of proper sales promotion and advertisement,hordings,banners

Less promotional offers in mobile tv plans and video calling plans.


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WHAT DOES COMPANY CAN GAIN BY SOLVING THE PROBLEM

Customer Satisfaction

Retailer Satisfaction

Increase in Sale and market share

Sales Promotion

Proper Distribution Channel

Market leader in 3G services.

Good brand image among other telecom service provider Customers.


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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 Descriptive Research

Data Source Primary Data

Research Instrument Questionnaires, Schedules

Type of Questionnaire Structured

Sampling Unit Retailer, customers, distributors

Sampling Method Judgmental, Delibrate

Contact Method Personal Interview , schedules.


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HYPOTHESIS

H1:Customers use Reliance 3G services mostly for video calls.

H2:Customers decision of choosing 3G services are influenced mostly by value

added services.

SCOPE OF STUDY

To analyse attitude and perception of customers towards reliance 3G

services in Lucknow.

SWOT analysis of Reliance 3G services.

To analyse interest and expectations of Customers towards 3G services in

Lucknow.

To suggest some guidelines to Reliance in order to provide better focused 3G

services.

To recommend strategy that Reliance should implement for improving Customer

satisfaction towards 3G services.

To analyze marketing strategies used by Reliance for its 3G services.

Reliance communication is only private telecom service provider who is providing 3G

services in Lucknow city. It launched its 3G services in Lucknowin April.

To analyze the Customer opinion and satisfaction with specific reference to

Reliance 3g services.


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RESEARCH METHODOLOGY

For our project we have Prepaired a questionnaire consist of questions

related to measurement of attitude and perception of customers towards

Reliance 3G services.

We have Conducted survey by schedules with near about 170 Retailers of

various Lucknow Region.

Sample size of customers for our Questionnaire is 100,Out of Which 20

Customers are using 3g Services Currently.In our sample 80 customers are

Reliance Customers and 20 Customers are Non Reliance User.

We have Conducted interview with Various Distributers ,Reliance Store

Representatives and Various Official Person of Reliance.

Different Areas of Lucknow in which we Conducted Our Survey are Sakchi,

Mango, Bishtupur, Telco ,Sonari, Jugsalai, Golmuri etc.

Finally, through fieldwork, it seeks evidence to confirm or disconfirm the

hypothesis. Being quantitative this research, a) generates theories and

hypotheses b) develops instruments and methods for measurement c)

evaluates results. To collect appropriate empirical data, it employs a survey

strategy. Structured questionnaires are especially designed and are used to

collect evidences.


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Instrument for data collection:

Primary Data: Questionnaire ,Schedules with Retailers

Secondary data: Internet, newspaper, business magazines and Reliance Office

Lucknow.

Sampling Method: Stratified and cluster sampling

Sample size:100

Target Audience: Customers Visited at Various Reliance Store Big

Bazar,Customers of different areas of Lucknow.

Data Analysis: The analysis will be undertaken with a view to give a clear cut ideafrom the primary data collection. The techniques that are used in the phases of the

study are weightage average mean, and descriptive statistics.


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FINDINGS FROM QUESTIONNAIRE

86

14

0

3G Interest of customers

Interested

Not Interested

86% of Customers are interested in using 3G services.

24

76

Handset Profile

3G enable

Non 3G enable


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76% of Customers use Non 3G Handsets.

54

14

12

0

Tariff Plan

Good

Moderate

Poor

54 out of 80 customers told that tariff plans of Reliance is Good.

4614

12

8

Network Coverage

Good

Average

Poor

V.Poor

46 out of 80 Customer found Network Coverage of Reliance to be good.


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34

25

21

V.A.S.

Excellent

Good

Average

Most of Customers are satisfied with Value Added Services of Reliance.

32

18

16

14

C.C.S.

Good

Moderate

Poor

V.Poor

Customers are not at all Satissfied with Customer care service of Reliance.


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0

10

20

30

40

50

60

Monthly Plan Weekly Plan Daily Plan Not Sure

56

24

16

4

56% customer prefer monthly 3Gplans over other3G plans.


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Distribution of consumption of customer

Rating/facilities 1=5

pts

2=4pts 3=3pts 4=2pts 5=1pts

Video Calls 52 30 18

Mobile

Broadband

36 32 21 11

Mobile TV 8 16 34 30 12

Video

Confrencing

12 9 27 24 28

Multiplayer

Gaming

3 9 28 25 36

Others


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WEIGHTED AVERAGE MEAN METHOD

Video Calling=52*5+30*4+18*3/100=4.34

=4.34/15.57*100=27.87%

Mobile Broadband=36*5+32*4+21*3+11*2/100=3.71

=3.71/15.57*100=23.82%

Mobile Tv=8*5+16*4+34*3+30*2+12*1/100=2.78

=2.78/15.57*100=17.85%

Video Confrencing =12*5+9*4+27*3+24*2+28*1/100=2.53=2.53/15.57*100=16.24%

Multiplayer Gaming=3*5+9*4+28*3+25*2+36*1/100=2.21

=2.21/15.57*100=14.19%

Hence Hypothesis 1 found to be true as highest percentage of Customer gives

preference to video Calling over other 3G services.

By our survey with Custotomers we found that Customer gives preference to

Pricing and quality o f services over other value Added Services.

36% of customer gives preference to pricing

32% of customergives preference to Quality of services.

Only 20% of customer gives preference to Value Added services.

Hence Hypothesis 2 found to be false.

H2:Customers decision of choosing 3G services are influenced mostly by value

added services.


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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.3G services are very popular and helpful for

Customers and its future prospects are very good.

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.

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 ofcompetition 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.

3G services are very popular among Youths as well as

Corporate peoples as it contains unique features like ,video

calling,high speed internet etc.Customers always demand fornew features and services by their operators and 3G services

fulfill their expectations.


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RCOM cellular ltd. an Anil Ambani Group of cos. is very fast

catching up the 3Gmarket by providing unique VAS features.

The market strategies adopted by its executives are bearing

fruits and the company although being the Second one to

enter the market of Lucknow has found a suitable niche and

recognition in the consumer. 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.

To emerge as a market leader in 3G services it has to work out

and solve various issues of Customers and retailers related to

Network ,tariff plan and other issues which can lead todissatssfaction among Customer.

Market access and growth is alright but the improvement of

quality on the above counts is necessity of the time.


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FINDINGS FROM CUSTOMERS

More than 85% of Reliance Customers are interested in using 3G services.

More than 75% of mobile Customers use non-3G handsets.

Customers are satisfied with Reliance Value added services.

Most of Reliance Customers are not aware of Reliance 3G services.

Customer main Prefernce for using 3G services is Video Calling over other

Services.

Customer major Complaint about Reliance is unnecessary balance cut in

amost of areas.

Customers opinion is Reliance3G services are costlier than its Competitor

and it should reduce 3G activation charge.

Network Problem in areas like Jugsalai,Ghamaria, Adityapur, Kadma etc.

Reliance 3G Mobile Broadband speed is good. Customer Care Service of Reliance needs improvement.

Customer give weightage to monthly plans over other plans for 3G

services.

Customer give weightage to Prepaid plans over Post Paid plans for 3G

services.

Advertising and Awareness of Reliance 3G services are poor.

Lack of attractive and promotional offers in mobile tv plans and video

calling plans which can attracts new Customers.


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FINDINGS FROM RETAILERS

Most of retailers are not aware of Reliance 3G services in Jamshedpur.

Demand of Reliance 3G services are good in areas like telco, Sonari,

Jugsalai, Bistupur etc.

Complaint about unnecessary balance cut and self activation of VAS

services without Request.

Activation and Recharge problems faced by Retailers of

Mango,Jugsalai,Kadma and Ghamaria.

Distributors Response is not proper ,they donot intimate retailers about

from new offers and services of Reliance 3G services.

Reliance 3G tariff rates specially internet packs and Video calling are

costlier than its Competitors.

Poor Response of Customercare and lack of Promotional offers in video

calling and mobile tv plans.

Poor Advertisment of distinct features and Unique Selling point of

Reliance 3G services.

Network Problem in areas like Jugsalai, Kadma, Adityapur, Ghamaria and

Mango.

Reliance 3G activation charge is high and it should be reduced to attract

more Customers towards 3G services.

Most of the retailers ensnared that they are supported by the companiespersonnel & companies helpline.


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SUGGESTIONS

On the basis of extensive study and research, here are somerecommendation and suggestion which may help the company to market

the product and services OF Reliance 3G services more profitability and

increase its share in the Telecom market of Lucknow.

PROMOTIONAL ACTIVITIES

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 of Reliance 3G services ads.

Reliance has good brand image in the mind of Customers of Lucknow.

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 andLocal newspapers.

Persuasive Advertising:- Now there is a need of persuasive advertising

for Reliance3G services 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.


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OTHER SUGGESTIONS

Reliance should reduce interference in its network which leads to call drop

by making its tower (base station) maintenance service more prompt.

It should install more BTS towers (base stations) of good range and of high

capacity to overcome from Network Congestion and lack of Network

Problem.

It should launch more number one of One stop solution shops to solveCustomer problems and to provide them better facility.

It should increase its Call Centre employee strength and should open new

setups to solve its customer care problems.

It should use Latest equipment and machineries to compete with its

Competitors.

It should improve its Tariff plan and introduce a more competitive plans to

attract its loyal customers as well as the new customers and it should also

reduce its 3G activation charge to attract more Customers.

It should launch a dynamic and impressive advertisement campaign in order

to attract their loyal and new customers and to make aware Customers with

unique selling point of Reliance 3G services.

Staff should be delegated with higher responsibilities in order to develop thesense of motivation to complete the tasks given with full zeal.

Training to the staff should be provided on time to time basis to hone their

skills and develop new tactics.


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There should be proper Communication and interaction between Retailers

,distributors and Reliance official in order to solve problem faced by them.

Retailers should be intimated and shoud make aware about new features and

offers of Reliance 3G services.

It should solve complaints of customer with proper Response in less time to

increase loyality and Customer Satisfaction.


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13. Are you satisfied with 3Gservices provided by your telecom service provider?.

Yes No

If any problem please specify

14.Please provide your suggestions if any to improve adaptability of

3G services to your telecom Service Providers?


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BIBLIOGRAPHY

BOOKS

Marketing Management - Phillip Kotler

Marketing Research - Tull & Hawkins

Buisness Research - C.R.Kothari.

MAGAZINE

Business Today

Advertising & Management

WEBSITE

Wikipedia.org

rcom.co.in

The relevant information from the internal source of the organization

Manmohan Pandey

Documents

Transcript of Manmohan Pandey