0601046 study of new product launching activity for rliance wireliance in pune city

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a
A
PROJECT REPORT
ON
“STUDY OF NEW PRODUCT LAUNCHING
ACTIVITY FOR RELAINCE WI-MAX
IN PUNE CITY”
FOR
RELIANCE COMMUNICATIONS LTD.
BY
RAJAN A. GATE
GUIDED BY
Prof. MAHESH GADEKAR
SUBMITTED TO
"UNIVERSITY OF PUNE"
IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR
THE AWARD OF THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION (MBA: 2007-08)
THROUGH
VISHWAKARMA INSTITUTE OF MANAGEMENT
PUNE-48

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ACKNOWLEDGEMENT
Preparing a project of this nature is an arduous task and I was fortunate enough
to get support from large number of persons to whom I shall always remain
grateful.
I would like to record my gratitude to Pravah Electronics pvt.ltd. for allowing
me to undertake this project.
I take opportunity to record a deep sense of gratitude to
Mr. Sangram Jadhaorao, manager of the company, whose kind supervision,
keen interest and valuable suggestions went all the way in successful
completion of this work.
I also extend my special thanks to Ms. Chaitali Sharma, area sales manager,
Pune, for her guidance and co-operation at different stages in the
accomplishment of the project.
With immense pleasure I would like to express my sincere thanks and gratitude
to Mahesh Gadekar, faculty member and project guide, for having given me
this rare privilege of working under him and completing this project.
I am also desirous of placing on record profound indebtedness to

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Dr. Sharad Joshi, Director of Vishwakarma institute of management, for his
valuable advice and guidance.
I would also like to thanks all the Respondents for giving me their precious
time and relevant information and experience, I require, without which this
project would have been a different story.
Last but not the least I am very much thankful to the support of my Friends
and Family Members.
Rajan Ashok Gate

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CERTIFICATE
TO WHOM SO EVER IT MAY CONCERN
This is to certify that RAJAN GATE is a bonafide student of VISHWAKARMA
INSTITUTE OF MANAGEMENT. He has successfully carried out his summer
project titled “STUDY OF NEW PRODUCT LAUNCHING ACTIVITYFOR
RELAINCE WI-MAX IN PUNE CITY” AT PRAVAH ELECTRONICS PVT.
LTD, PUNE in the partial fulfillment of Master of Business Administration course of
University of Pune (2006 - 2008).
He has worked under our guidance and direction. His work is found to be good and
complete in all respect. During the period we found him hardworking, sincere and
loyal. We wish him all the best for future.
PROF. MAHESH GADEKAR DR. SHARAD L. JOSHI
(PROJECT GUIDE) (DIRECTOR)

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INDEX
SR.NO. PARTICULARS PAGE NO.
1 Executive Summary 1 - 3
2 Nomenclature and Abbreviations 4 - 5
3 Organizational Profile 6 - 14
4 Company Profile 15 - 17
5 Product Profile 18 - 25
6 Objectives and Scope 26 - 28
7 Research Methodology 29 - 36
8 Data Analysis 37 - 39
9 Observation and Findings 40 - 49
10 Limitations 50 - 51
11 Recommendations 52 - 53
12 Conclusion 54 – 55
13 Bibliography 56 – 57
14 Annexure 58 - 60

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EXECUTIVE SUMMARY
Now a days IT & Communication is become leading business. To grow this
business most of the leading company making their efforts in order to attract more
sophisticated, valuable customers. Reliance is one of the leading companies in these
competitions.
This project was carried out at Pravah electronics pvt. Ltd. Pune. The
Project title is “STUDYY OF NEW PRODUCT LAUNCHING ACTIVITY FOR
RELAINCE WI-MAX IN PUNE CITY”. The duration of the project was two
months from 4th
June 2007 to 3rd
August 2007.
My project work was to find out what corporate & individual customer think
about the Reliance as a brand. The basic objectives of the project were to find out
Reliance penetration as well as analyze & evaluate customer satisfaction level in
corporate as well as individual sector from Pune city only. The project was especially
for fixed wireless internet service only i.e. the wi-max internet broadband service
which is launched 1st
time in Pune in whole India. The commercial date of product
launching was 26th
June & the Place was le-meridean. I surveyed 200 corporate
companies and 100 individual customers. Report in detail prepared which is available
along with this. The scope of the project was restricted to Pune city only. I covered
areas like Deccan, Kothrude, Hadapsar and Pune camp.
The analysis of the project was carried out with respect to its competitors i.e.
Airtel, Tata Indicom, Spice, Idea, Hathway & Bsnl. Through this survey Reliance has
collected important information about companies which are ahead of the Reliance.

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My other job was to generate leads from market as well as customers aware about
new schemes also. During survey I got useful suggestions & recommendation from
Reliance & non Reliance Corporate customers. By analyzing this entire detailed
summary prepared & submitted.
All the customers surprised & happy because Reliance representative has
approached to them for collecting their views about Reliance & other companies.
During survey I learned time management, discussions with top bosses of companies,
punctuality & commitment. All these things I found will be very much useful to me in
future. Customer expectation from service provider was one of the important things
learned by me.

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NOMENCLATURE
&
ABBREVIATIONS

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NOMENCLATURE AND ABBREVIATIONS
ADAG - Anil Dhirubhai Ambani Group.
RIM - Reliance India Mobile.
CDMA - Coded Division Multiple Access.
GSM - Global System for Mobile Communications.
FWP -Fixed Wireless Phone.
FWT -Fixed Wireless Terminal.
CUG - Circle User Group.
CWG - Corporate Wireless Group.

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ORGANIZATION PROFILE
Reliance – Anil Dhirubhai Ambani Group, an offshoot of the Reliance Group
founded by Shri Dhirubhai H Ambani (1932-2002), ranks among India‘s top three
private sector business houses in terms of net worth. The group has business interests
that range from telecommunications (Reliance Communications Limited) to financial
services (Reliance Capital Ltd) and the generation and distribution of power (Reliance
Energy).
Reliance – ADA Group‘s flagship company, Reliance Communications, is India's
largest private sector information and Communications Company, with over 30
million subscribers. It has established a pan-India, high-capacity, integrated (wireless
and wire line), convergent (voice, data and video) digital network, to offer services
spanning the entire infocomm value chain.
Other major group companies — Reliance Capital and Reliance Energy — are widely
acknowledged as the market leaders in their respective areas of operation.
The Reliance Group story is about how a small Rupees One crore entrepreneurial
venture grow to become a Rs. 60,000 crore enterprise in just 25 years. An
organization where growth is life; which is why today Reliance is among the top 10
petrochemical producers world wide.
It the largest private sector group in India accounting for 9% of the government‘s
indirect Tax revenue, about 2.3% of countries experts.

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The company that set up the world‘s largest grassroots refinery at a manager in just 36
month at a cost 30-50% less than that of global undertaking the company that setup
the world‘s largest grassroots multi-feed cracker complex.
The world‘s second largest producer of polyester staple fiber and
polyester filament yarn.
The world‘s largest share holder‘s family of five millions.
Only Indian company in business week‘s 94 listing of the 50 largest
companies from developing countries.
In the reckoning as India‘s first private sector company to feature in
the global fortune 500.
Among the world‘s top 500 companies by turnover, among world‘s top
300 companies by net worth, among world‘s top 225 companies by net
profits.
Its manta has been to combine the best technology, the best practices and most
importantly the best people, from over the world. This has enabled it to establish an
enviable track record of implementing global scale projects in record time‘s and at 30-
50% Capital cost advantage compared to global peer group.
Over the year Reliance has developed and institutionalized certain core competencies:
relentless pursuit of focused growth, operational excellence, and technology
absorption and capital productivity. All its businesses bear these hallmarks. As it
foray into new customer facing businesses like Petroleum refining
‗Telecommunication and life science they are committed to building customer
intimacy skills in the same effervescent manner. At Reliance the mantra is „telescopic
visualization‟ and „microscopic execution‟.

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Reliance Communication (RIC) is India‘s largest mobile service provider with over 7
million customers. Reliance Communication has established a pan-India, high
capacity, integrated (wireless and wire line) and convergent (voice data and video)
digital network, to offer service spanning the entire communication value chain-
infrastructure, services for enterprises and individuals, application and consulting.
Reliance Communication has licenses to offer telecom services in 20 circles
under the unified access licenses. In addition, it has received the letter of intent for the
J&K circle. This has enabled RIC to offer services across the length and breadth of
India‘s vast geography through its next generation fiber optic network backbone
spanning 60,000 route km. RIC is currently offering its wireless services in 1,100
towns and cities.

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RIC commercially launched its services in May 2003 and within the first 7
month emerged as India‘s largest mobile service operator. As of the end of March
2004, RIC had almost 7 million subscribers. Most of this was in the postpaid segment
as RIC launched its pre-paid services only in February 2004. Within this period
Reliance India mobile brand emerged as the most trusted telecom brand emerged as
the most trusted telecom brand in the country.
RIC also offered for the first time in India high-speed mobile data services
though it‘s R-world mobile portal. This portal leverages the high-speed data capability
of the next generation CDMA IX network. It providers 70 applications such as news,
astrology, T.V. guides, movie clips etc. and 35 games and logs more than 1 billion hit
a month.
RIC is aggressively expanding the reach of its network in order to reach more
subscribers by extending its services to cover an additional 3,800 towns. It is
estimated that the mobile market in India will grow to 140 million subscribers by FY
2008. RIC expects to retain market leadership in this segment.
The second phase of the communication project will usher a Broadband
revolution by providing 100 mbps Ethernet links to its corporate customers. This
revolution will empower the enterprise by making transactions efficient, functions
seamless and new economic opportunities abundant. The enterprises broadband
service is in the process of being rolled out in 30 towns and would then be extended to
cover 200 towns in phases. The services planned include POTS (Plain Old Telephone
Lines) ,Leased lines, International Private Leased Circuits, Virtual Private Network,
Video phone, Audio and Video Conferencing, among others.
RIC will also launch a consumer convergence revolution by providing high
speed Ethernet links to homes. This revolution, called ―Net way‖, will provide homes

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with a range of television channels, high-speed telephony, audio conferencing, video
conferencing, video on demand, Juke box, time shifted TV, T-Commerce, and
surveillance services. All content and interfaces will be enabled to cater to India‘s
diverse languages. These services would be accessed thorough a set top box
connected to a TV or a PC. The set top box is a versatile access device with an in-
built hard disk for storing content of customer‘s choice.
In January 2004, Reliance Communication (RIC) acquired 100% of the
undersea cable company, FLAG Telecom for US$ 211 million through Reliance
Gateway Net Limited, a wholly owned subsidiary of RIC.This acquisition provider
RIC with an international gateway to global markets. The FLAG acquisition also
makes RIC the only Indian Operator to own an international undersea cable network
with a truly global footprint.
FLAG Telecom is a leading global telecom company providing an innovative
range of products and services to the international carrier community. ASPs and ISPs.
It has over 180 customers, which include a number of the world‘s leading
international carriers. FLAG connects 16 of the world‘s top 20 business centers and
75% of the world‘s population through its 55,000 km fiber optic network
Key people
Anil Ambani, Chairman and Managing Director
Satish Seth, Vice-Chairman Reliance-ADA Group
S. P. Shukla, CEO - Personal Business & Director - Reliance Telecom

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Products
 Reliance India Mobile
 Fixed wire less phone
 Fixed wire less terminal
 Data card
 USB modem.
 Broadband Internet Service
 Wi-Max Service
Headquarter
Navi Mumbai, Maharashtra India
Revenue
US$ 4 Billion
Employees
33,000
MILESTONES
The Dream, 1999
"Make a phone call cheaper than a postcard and you will usher in a revolutionary
transformation in the lives of millions of Indians" - Dhirubhai Ambani

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May 10 2000
Optic fiber laying process commences in Gujarat, Andhra Pradesh & Maharashtra
December 24
Establishes 1st Point of Interconnect (POI) in New Delhi
December 27
Hon'ble Prime Minister of India, Atal Behari Vajpayee e-inaugurates Reliance
Infocomm
2006
January 01
Reliance Infocomm launches "One Nation, One Tariff" to enable Reliance India
Mobile prepaid users to call anywhere in India at Re one per minute.
January 19
Reliance Demerger adds record Rs.55, 000 Crore to shareholder wealth
March 06
Reliance Communications Ventures Ltd. (RCVL), India's leading integrated
telecommunications company, a member of the Reliance - Anil Dhirubhai Ambani
group, lists on the Bombay Stock Exchange and National Stock Exchange.
April 27
Reliance Communications launches India‘s first Talking Message Service (TMS)
enabling its mobile users to send voice messages to not only other mobiles but also
fixed wireless phones (FWP) and landlines.
July 03
Reliance Communications launches 'Hello Capital Plan' to enable its subscribers in 19
state capitals to call each other at the local call rate of 40 paisa per minute.

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December 28
Reliance Communications‘ FLAG Telecom announces FLAG Next Gen to cover 60
countries
2007
January 30
Reliance joins Lenovo and Intel for "Internet on the Move"
February 2
Reliance Communications‘ market capitalization tops Rs 1 lakh crore ( 1 trillion
rupees or 24.39 billion US dollars) on Bombay Stock Exchange
April 6
Reliance Communications acquires 1.2 million subscribers in March 2007.
May 9
RCOM bags West Bengal E-Governance Project
May 10
Reliance sets a new record, one million Classic handsets sold in just one week
June 28
Reliance Communications ties up with Cisco to launch Business Internet Services for
SMEs in Pune
July 7
RCOM and QUALCOMM Collaborate on CDMA2000 Expansion
July 12
Reliance Communications awards Huawei all IP Next-Gen network expansion
contracts

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COMPANY PROFILE
Pravah electronics co. is mainly work for the Reliance communications,
Pravah electronics is mainly the franchise of the reliance.
Pravah electronics co. is a small part of the reliance, it was existed in 2002. &
The director of the co. was Sangram jadhaorao and rahul khurda. This is obvious that
it is a partnership firm.
In the company they are doing three types of work, in that, 1) They have taken
Timex wrist watch dealership. 2) They are doing some computer hardwere work. &
3) Franchises of Reliance wi-max. Because of all these types of work I could learn
lots of things in the co. The staff members of the company are almost 33.
Normally company‘s annual turnover is 2.5 to 3crores. Till today the Pravah
Company has sold 250 Wi-max connections for the reliance communications.
Process of the work:
First step in this department is target the customer, like
1) Consumer: household, students, professionals (doctors, C.A. etc.) ,individual
shopkeeper etc.
2) Small & medium business: small business firms, individual proprietor, financial
brocks advertising agency etc.
And after that the sales executive should fill the CAF (customer application
form) from them. In second step for work order is granted the CAF should be
submitted in the main office. The main Branches for reliance wi-max in pune are as
follows:- 1)Bajirao road 2) Bhosari & 3) Kondhwa. After the work order granted,
engineers goes for the installation of the wi-max antenna, and they come back with
FAA (final activation advice) which is by the customer.

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If there is some problem in the connectivity, or in the antenna the co.
takes all responsibility in such type of matter, in short co gives the after sales service.
Hierarchy for the Wi-max department:
Shankar rao (Wi-max national head)
Milind kshirsagar ( head of Maharashtra)
Deepak mundada (head for pune area)
Chitali Sharma (area sales manager)
Channel partners
There are something 16 channel partners under the reliance
communications, and 3 area sales manager. Our co has sold 250 connections till now. The
wi-max product has launched first time in pune, because the pune is the place where small &
medium type business are more compare to other cities, it is a fast growing city, so for the
test marketing they select the pune city in whole india.

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PRODUCT PROFILE
Firstly we should see what is Wi-max basically?
 Wi-max stands for Worldwide interoperability for Microwave Access
 Wi-max refers to broadband wireless networks that are based on the IEEE 802
.16 standards, which ensures compatibility and interoperability between
broadband wireless access equipment.
Internet Access Today,
There are multiple ways to access the internet today,
 Broadband : High speeds, expensive, depends on availability of Last Mile
copper to the home
 WIFI : High speeds, expensive, sparse coverage
 Dial up : Fading after the advent of broadband,
: Low speed, call charges makes it expensive
 Wi-MAX : promises high speeds, broader coverage,
: Licensed frequency of operation, so interference is less likely
: Tolerant to single reflections, in built QoS
: Works on non-line of sight principles.
: Supports differentiated service flows- high priority for Business
customers, best effort for residential.

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How Wi-max works?
Basically, in the Wi-max facility there is one antenna which is
called as S.S. (signal subscriber). This S.S is nothing but a signal receiver. The
engineers of the department check the feasibility of the network & fix that antenna.
Reliance communications has fixed their micro machines at the mobile
tower in four ways, and that machines throw the signals in certain limit, and the
receiver catch that signals for start the network.
When they fix that antenna or receiver at the terrace or on that place
where the signal is good, one wire which name was ‗CAT-5‘ come from that antenna
and it connect to the computer and after all these things the internet will be started.
The main thing in this facility that the modem for the internet service
which very important part is inbuilt in this antenna, there is no need for the other
parts.
For the company there is one rule, that when the customer want the wi-
max connection the, antenna for that particular customer should be from the particular
branch. When we take the antenna from branch, they give gate-pass to us.
E.g. if the customer is in Bhosari area so, antenna for that customer come
from Bhosari branch.
And one other rule is, when customer have some problem about the service,
so he should contact to customer care, after that the reliance co. sent a faulty work
orders to franchises who are in that particular area.
e.g. if the customer have some problem who stay in sadashiv peth area, and
the installation of that customer is done by one of the other franchise, but faulty work
orders come in our co, because our co is in sadahiv peth.

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Every customers record is maintained by the co. like, name of customer,
work orders no, faulty work orders no, name of installation team, etc.
The bill of this service will be paid by postpaid facility or by online facility.
There is remaining a one main part that, training for the sales executive is given by
the reliance co. which very helpful for the training student. I have attended that
training also. The Balasubrhamanyam sir takes the sessions.
After assessing the market response, the company will extend the WiMax
service to other cities such as Hyderabad, Chennai, Mumbai, Chandigarh and Delhi.
The move that targets the three million wireless internet users in the
country is expected to give first-mover advantage to the company. Bharti Airtel,
VSNL and BSNL have also tested the new technology and planning to roll out in the
near future, said sources familiar with the situation. In India, WiMax has been
launched by Aircel Cellular in Chennai for business customers.
Now let‘s see, in wi-max what the various plans are for customers.
There is mainly two plans 1) Consumer plan, 2) Business plan.

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Consumer plan:
Consumer plan divided in to two parts,
Flat fee plan
Pay per MB plan
Flat fee plan:
Flat fee plan offers you the internet connectivity for unlimited time and
unlimited usage.
Advantages:
Fixed monthly charges
No time limit
Unlimited data upload download
Installation charges of Rs.500 only (service Tax extra as applicable)
Let‟s see the charges for wi-max consumer plan.
Monthly plan
Charges (Rs.) 750 999 1799
Download speed up to 150Kbps 300Kbps 600Kbps

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Pay per MB plan – Data transfer plan:
Data transfer plans offer you internet connectivity for unlimited
time, as you are charged on volume of data transferred (upload-download) in MB.
The data transfer plan is especially useful if you spend long time on internet.
Advantages:
Enjoy speeds up to 2 mbps
Pay as per use (upload-download)
Installation charges of Rs.500 only (Service Tax extra as applicable)
Very low additional usage charge – 90 paise per MB
Monthly plan charges (Rs.) 750
Download speed up to 2 MBPS
Free usage 4GB
Business plan:
Business plan also divided in to two parts
Flat fee plan
Data transfer plan
Flat fee plan:
Monthly rental (Rs.) 1250 4000 11100
Download speeds up to 100 Kbps 300Kbps 600 Kbps

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Data transfer plan:
Monthly Rental (Rs.) 1199 1999 2999 4999 8999
Bundled Usage (GB) 8 12 20 35 75
Additional Usage Charges
(Rs./MB)
0.80 0.80 0.50 0.50 0.50
Now we will see something about the value added service which is given by the co.
these services are very helpful for the customers.
Value Added Services:
Value added service is the main thing, which provide additional benefit
to the customer. There are two parts in the value added services.
1) Online games:
Virtual games zone
Play over 100 online games across six different categories
 Action
 Sports
 Skill strategy & more
2) Reliance PC protection:
PC security package powered by F-Secure-a world leader in IT
security solutions
Available at a nominal monthly charge without any upfront fee
PC are completely safe from viruses, spyware and hackers

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Allows to block the websites that may not be appropriate for your
child.
Reliance PC protect Basic pack Family pack
Features Anti virus, Anti
spyware, Firewall,
Anti virus, Anti spyware,
Firewall, Spam control,
Parental control
Monthly charges Rs.50 Rs.100
Advantages of wi-max facility:
Wireless connectivity for ‗last mile‘
No disruption of internet connection since it uses microwave for
transmission
Browse speed up to 2Mbps
Fixed charges for unlimited use
Pay as per usage
Value added services like PC-protection

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OBJECTIVES
The objectives of the project are divided into two:
1. Primary Objective
2. Secondary Objective
PRIMARY OBJECTIVE
―To find out Reliance communication‘s penetration in corporate market.‖
―To study the response from customer for new product launching activity
i.e. wi-max.‖
SECONDARY OBJECTIVE
1. To analyze & evaluate Satisfaction of Corporate Customers as well as individual
customers, towards Reliance.
2. Competitors Analysis.
3. Market awareness about Reliance Wi-max service.
4. Response from customers about this wi-max facility.
5. Problems related to this service.

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SCOPE:
There are very large no of customers of Reliance spread over various
areas. I Studied market in Pune city & conducted survey in some areas.
Locations:
 Deccan & kothrud
 Pune camp
 Hadapsar.
 Bibvewadi.
The customers from various offices, industries were interviewed.
I surveyed 300 customers.
Project include
 Only fixed Wireless internet service provided by Reliance.
 Only corporate and home customers were interviewed.

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RESEARCH METHODOLOGY
A research design is the arrangement of condition for collection and analysis of
data in a manner that aims to combine the relevance to the research purpose with
economy in procedure. Research design is the important because it facilitates the
smooth sailing of various research operations, thereby making research as
efficient as possible yielding maximum information with minimal expenditure of
minimum time, effort, money.
The research design chosen for the project was DESCRIPTIVE RESEARCH
DESCRIPTIVE RESEARCH studies are that studies that are concerned with
describing the characteristic of a particular individual, or of a group. In descriptive
the researcher must be able to define clearly, what he wants to measure and must
find adequate methods of measuring it along with a clear cut definition of
population he wants to study. The research design must make enough provisions
for protection against bias and must maximize reliability, with due concern for the
economical completion of the research study.

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Approach Summary
Step 1 Initiation of the project
Step 2 Study Design
Step 3 Survey
Step 4 Data Analysis
Step 5 Recommendations
STEP 1
 Understanding the organization.
 Understanding the scope of the project.
 Formulation of plans to address the study objectives.
 Studying product related details offered by Reliance & other competitors on
 Secondary data from Reliance.
STEP 2
 Designing of the sample from existing data base
 Collective preparation for interview & questionnaire.
 Preparing the data analysis plan including data base structure.

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STEP 3
 Collection of data by conducting the interviews (primary data)
STEP 4
 Area wise analysis & competitors mapping.
 Analysis based on product/aesthetics type.
 Analysis based on pricing.
STEP 5
 Suggesting guidelines for improvement.
 Presentation of findings.
The entire project was carried out for 2 months.
INFORMATION NEEDED
 To understand the product & service offering by Reliance.
 To assess the customer/dealer perception about the quality of Reliance
products and competitors.
 To receive the suggestions from the customers/dealers for value addition.
 To make use of the valuable information given by customer for offering them
various attractive schemes.
 To trace the overall customers/dealers as well as competitor profile.

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SOURCES OF DATA:
I have done the project by taking both the Primary and Secondary data.
Primary data:
The data which I have collected from different corporate and SMEs
through questionnaires
Secondary data:
The data which is given by the company and I also searched the data
through the area wise telephone directory and field search. The data is all about
regarding the address and contact numbers of the corporate and SMEs.
QUESTIONNAIRE PREPARATION:
RESEARCH INSTRUMENT:
I used questionnaire as research instrument to collect the requisite information
for the research. Questionnaire method was chosen because of its versatile.
Almost every market problems involves people. Therefore ideas relative to people and
its solution can be obtained by asking them about their problems.
This type has the advantage that the respondents do not know exactly what is being
measured and hence are not biased their answer to some extent. My research design
made it necessary for me to collect accurate data to achieve useful result. For this
reason I have decided to use primary source of data as well as secondary data

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DESIGNING OF QUESTIONNAIRE:
Questionnaires are designed according to project requirement and company
need. So while designing the questionnaire we have to include both awareness about
the company‘s product and the competitors. But my main objective was to create the
awareness of the company‘s product and to generate the leads for the company, so
that questionnaire was designed according to gather data and find out the prospective
corporate and SMEs.
SAMPLING
Target population
Entire corporate SMEs & INDIVIDUALs in Pune city.
Sampling frame
The corporate & individuals.
Sampling method:
Probability sampling

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SAMPLE PLAN:
A proper sampling plan is very important in the research process and it also
makes the research process easy. It includes the sampling element, sample size and
sample area.
a) SAMPLE ELEMENT:
It includes those respondents who are going to fill up and answer the
questionnaire.
b) SAMPLE SIZE:
I have worked on a sample size of more than 300 numbers including all the
corporate and individuals.
c) SAMPLE AREA:
The company had given me the instruction to visit all corporate SMEs &
individuals, mostly the corporate. My main task was to collect the business related
information from the corporate and to generate the leads for the company and to
create awareness about new plans provided by the company for wi-max service.
My area: Pune (Kothrude, Deccan, Pune camp, Hadapsar)
Tools used for data presentation
---- Pie charts
----Bar charts

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CONTACT METHOD:
Personal as well as telephonic interview methods were used.
 Personal Interview: A person known as interviewer asks question in face to
face contact to the other person.
 Telephonic Interview: This method of collecting information consists in
contacting respondents on telephone itself.
The chief merits of such a system are
 It is more flexible than other methods.
 It is faster than other methods.
 It is cheaper than personal interview.
 Recall is easy.
 There is higher rate of response.
STATISTICAL TOOLS USED FOR DATA ANALYSIS:
For analyzing the data I used Correlation analysis: This was used to correlate the
complaints given by the dealers with the corresponding recommendations and
suggestions. Correlation testing between the dealers complaints and suggestions help
to decide whether I can infer any solution from dealer‘s suggestions to tackle their
complaints. Area wise analysis of the share of Reliance competitors gives area wise
share of each competitor and Reliance Competitors respective areas.

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DATA ANALYSIS:-
Company Owned broadband internet connection:
Total no of Corporate & Individuals: 300
Area wise-

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Observation & Findings:
 Out of 300 corporate, BSNL & TATA INDICOM, having large number of
connections.
 Reliance started captures most of the market from Hadapsar & Kothrud.
 Due to Cost effective plans, Reliance is growing today.
Fixed Wireless internet service (Wi-max) :
Total no of Corporate: 300
AREAWISE:

48
Observation & Findings:-
 Reliance have large no of customers as well as connections.
 Cause of new product launching, reliance wi-max capturing market slowly.
 Due to giving instrument in free of cost, charge of installment is very low &
Cost effective plans, Reliance wi-max is growing today.
 Because, lack of the broadband connection Hadapsar & Kothrud is the main
area for capturing the market.
 In this service if we have some problem in connectivity we can find it very
fast.
 Modem is inbuilt in the instrument, so there is no need for the modem.
 Basically in the rainy season wired connections gives a problem, wi-max
connection is helpful in this type of case.

49
Satisfaction level with existing service provider:
Rating: 1(least)-5(most)
Overall rating given by 300 corporate & individual.

50
Observations:
About Product:
Fixed wireless internet service (Wi-max):
 Due to giving instrument in free of cost, charge of installment is very low &
 Due to providing value added services reliance can try to capture the market.
 For the wi-max facility there is no any Advertisement due to which people
didn‘t aware about this service.
 We can pay our bill through postpaid facility or through online facility.
 Once we take the connection we can‘t remove that connection for three
months.
 BSNL provide the internet facility in very attractive plans, and hence people
don‘t shift from BSNL, but the service facility of BSNL is not much good. So,
now people shift from BSNL to TATA or RELAINCE.
 In rainy season, the reliance wi-max is very helpful for people.

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S.W.O.T ANALYSIS
STRENGTH:
 Globally known brand.
 Innovativeness is done by the company by providing new schemes.
 Bringing in the latest technology in the market i.e. C.D.M.A (Coded Division
Multiple Access).
 Excellent work force.
 Very strong financial position.
 Strong corporate image.
 Trying to integrate all Telecom services.
 Largest retail presence in the market place.
WEAKNESS:
 First direct customer integration.
 Primary focus area is maximum coverage through it gives importance to
providing good service but superficially.
 Poor retail experience.
 Many hidden policies.
 It has grown from a few people to 28000 in the last 12-18 months and most of
them have not worked with each other. Building a cohesive organization takes
time.

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OPPORTUNITY:
 Vast untapped market
 60,000 km optic fiber network.
 Out 18 Telecom circle in India Reliance has license for operation in 18 circles.
 Better source of revenue, having a well established industry in India.
 Increasing communication needs of individuals especially corporate sector.
 High advertisement can create a demand for the Reliance.
 Building more trust and faith though its goodwill
THREATS:
 The negative publicity by its competitors.
 New competitors coming with more attractive plans.
 Well established competitors.
 Limited availability of instruments.
 Negligence in terms of service will deteriorate its position in market.

53
PROBLEMS FACED BY CUSTOMERS
Reliance Communication is one of the leading telecom service
providers, but its customer are still facing some of the problems that are hindering its
growth and smooth functioning. By directly communicating with the customer I found
the following problems faced by the customers.
These problems are:
 Improper distribution of bills:
A large number of customer are facing billing related problems They have not been
receiving the bills for the last many months as a result of which the image of the
company is spoilt in the market.
 Previous payment not reflected in the bills:
It has been noticed that the bills do not reflect the change to be made the payment as
desired due to which previous due are reflected in the bills even though the payments
are received.
 Delayed rectification of bills:
Various changes like address rectification, previous dues waving the over drawn
change rectification of rate plans etc not rectified properly.
 Incorrect rates plans shown:
In several bills wrong rate plans are shown due to improper filling customer
application forms, due to which the billing is not properly done.

54
 The records are not updated:
The records are not updated as a result of which the subscribers do not receive the
required information immediately.
 Delayed action taken by employees:
The employees do not take immediate action on the problem faced by the customer
as a result they have to bring to notice the problem again and again.
 Customer care services :
The customers are not satisfied with the customer care service s provided to them.

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LIMITATIONS
 Inadequate information: Many Corporate did not reveal business related
information like turnover, there manpower, the broadband service used by
them, so due to which some of the questions were not answered/filled properly
or accurately.
 Sample size: As a number of corporate in Pune is large enough and widely
spread all over the city, so it was difficult to cover all the areas in such a short
span of time so for the convenience I took 300 as my sample size. And I
restrict my self in to four areas only.
 Many respondents could not give sufficient time to answer/fill the
questionnaire.
 Due to rainy season during duration of my project it was very difficult to
approach the corporate & individual as a result I was short to visit no. of
corporate in a day.
 Some of them asked why should they give information and they are afraid to
give the information because if the company mis utilize the information.
 Some of the customers were very much disappointed with reliance service so
they didn‘t entertain us.

58
RECOMMENDATIONS:
The interpretation of data revealed certain factors and problem which would affect the
future growth of the company (as stated earlier).
Recommendation regarding to above found problem are as follows:
 The company should provide the machine to sales executive for
check the feasibility of network.
 For increase the no of customers, reliance should increase the
no. of towers.
 While filling up to the C.A.F. forms extra care should be taken
and the customer should be given detail information regarding
the rate plan they are going to use.
 It is very important to rectify billing related problem with
proper coordination, and working.
 The customer should be made aware of the latest developments
or products by issuing pamphlets, broachers etc.
 The subscribers problems should be solved as early as possible
and he should be assured that he will not be facing the problem
in near future.
 Web world employees must be recruited by Reliance office
only.
 The customer care services should be improved.
 The Data base should be updated in such away that the
customers receive the required information immediately.

60
CONCLUSION
Launching a new product or service is a costly, complicated and
multi-faceted challenge that can turn into a monumental success or an embarrassing
failure.
On the data obtained through project I have come to conclude that
Wi-max has other competitors as well as companies own products can be their
indirect competitors (like Rel.wired broadband, Data card, USB modem etc.)
Company should give more focus on advertising sectors as to capture the
market of BSNL and TATA.
Wi-max service is costly than other service providers and hence it is not
affordable to potential customers.

62
BOOKS
 Marketing Management by Philip Kotler
 Research Methodology by C.R Kothari
 Company Manuals
a. A House Journal of Reliance
WEBSITES
 www.relianceada.co.in
 Reliance Pune Intranet
 www.google.co.in

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Questionnaire
1. Corporate / customer Name
___________________________________________
2. Address
___________________________________________________
___________________________________________________
___________________________________________________
__________________________________________________
3. Contact Person __________________Contact N o.________________
Contact Person __________________Contact No.________________
4. Nature of Business/ occupation of customer ________________
5. Number of computers/Laptops _____________
6. Customers Owned broadband internet Connections
RELIANCE HATHWAY TATA BSNL OTHER
PLAN DETAILS:
RENT ______
FREE DATA USAGE _____
FREE TIME USAGE ____
TOTAL BILL _____
7. Do you pay extra for other services? (E.g. Anti virus, firewall etc.)

65
YES NO
8. What speed do you get from your service provider? __________
9. How satisfied are you with the Existing Service Provider
1(Least) - 5(Most)
RELIANCE TATA HATHWAY BSNL OTHERS
10. Do you require more broadband connections?
YES NO
11. Remarks / Any Suggestion
___________________________________________________________
___________________________________________________________
___________________________________________________________
___________________________________________________________

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EXECUTIVE SUMMARY
Now a days IT & Communication is become leading business. To grow this
business most of the leading company making their efforts in order to attract more
sophisticated, valuable customers. Reliance is one of the leading companies in these
competitions.
This project was carried out at Pravah electronics pvt. Ltd. Pune. The
Project title is “STUDYY OF NEW PRODUCT LAUNCHING ACTIVITY FOR
RELAINCE WI-MAX IN PUNE CITY”. The duration of the project was two
months from 4th
June 2007 to 3rd
August 2007.
My project work was to find out what corporate & individual customer think
about the Reliance as a brand. The basic objectives of the project were to find out
Reliance penetration as well as analyze & evaluate customer satisfaction level in
corporate as well as individual sector from Pune city only. The project was especially
for fixed wireless internet service only i.e. the wi-max internet broadband service
which is launched 1st
time in Pune in whole India. The commercial date of product
launching was 26th
June & the Place was le-meridean. I surveyed 200 corporate
companies and 100 individual customers. Report in detail prepared which is available
along with this. The scope of the project was restricted to Pune city only. I covered
areas like Deccan, Kothrude, Hadapsar and Pune camp.
The analysis of the project was carried out with respect to its competitors i.e.
Airtel, Tata Indicom, Spice, Idea, Hathway & Bsnl. Through this survey Reliance has
collected important information about companies which are ahead of the Reliance.
My other job was to generate leads from market as well as customers aware about
new schemes also. During survey I got useful suggestions & recommendation from

69
Reliance & non Reliance Corporate customers. By analyzing this entire detailed
summary prepared & submitted.
All the customers surprised & happy because Reliance representative has
approached to them for collecting their views about Reliance & other companies.
During survey I learned time management, discussions with top bosses of companies,
punctuality & commitment. All these things I found will be very much useful to me in
future. Customer expectation from service provider was one of the important things
learned by me.

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NOMENCLATURE
&
ABBREVIATIONS

71
NOMENCLATURE AND ABBREVIATIONS
ADAG - Anil Dhirubhai Ambani Group.
RIM - Reliance India Mobile.
CDMA - Coded Division Multiple Access.
GSM - Global System for Mobile Communications.
FWP -Fixed Wireless Phone.
FWT -Fixed Wireless Terminal.
CUG - Circle User Group.
CWG - Corporate Wireless Group.

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ORGANIZATION PROFILE
Reliance – Anil Dhirubhai Ambani Group, an offshoot of the Reliance Group
founded by Shri Dhirubhai H Ambani (1932-2002), ranks among India‘s top three
private sector business houses in terms of net worth. The group has business interests
that range from telecommunications (Reliance Communications Limited) to financial
services (Reliance Capital Ltd) and the generation and distribution of power (Reliance
Energy).
Reliance – ADA Group‘s flagship company, Reliance Communications, is India's
largest private sector information and Communications Company, with over 30
million subscribers. It has established a pan-India, high-capacity, integrated (wireless
and wire line), convergent (voice, data and video) digital network, to offer services
spanning the entire infocomm value chain.
Other major group companies — Reliance Capital and Reliance Energy — are widely
acknowledged as the market leaders in their respective areas of operation.
The Reliance Group story is about how a small Rupees One crore entrepreneurial
venture grow to become a Rs. 60,000 crore enterprise in just 25 years. An
organization where growth is life; which is why today Reliance is among the top 10
petrochemical producers world wide.
It the largest private sector group in India accounting for 9% of the government‘s
indirect Tax revenue, about 2.3% of countries experts.

74
The company that set up the world‘s largest grassroots refinery at a manager in just 36
month at a cost 30-50% less than that of global undertaking the company that setup
the world‘s largest grassroots multi-feed cracker complex.
The world‘s second largest producer of polyester staple fiber and
polyester filament yarn.
The world‘s largest share holder‘s family of five millions.
Only Indian company in business week‘s 94 listing of the 50 largest
companies from developing countries.
In the reckoning as India‘s first private sector company to feature in
the global fortune 500.
Among the world‘s top 500 companies by turnover, among world‘s top
300 companies by net worth, among world‘s top 225 companies by net
profits.
Its manta has been to combine the best technology, the best practices and most
importantly the best people, from over the world. This has enabled it to establish an
enviable track record of implementing global scale projects in record time‘s and at 30-
50% Capital cost advantage compared to global peer group.
Over the year Reliance has developed and institutionalized certain core competencies:
relentless pursuit of focused growth, operational excellence, and technology
absorption and capital productivity. All its businesses bear these hallmarks. As it
foray into new customer facing businesses like Petroleum refining
‗Telecommunication and life science they are committed to building customer
intimacy skills in the same effervescent manner. At Reliance the mantra is „telescopic
visualization‟ and „microscopic execution‟.

75
Reliance Communication (RIC) is India‘s largest mobile service provider with over 7
million customers. Reliance Communication has established a pan-India, high
capacity, integrated (wireless and wire line) and convergent (voice data and video)
digital network, to offer service spanning the entire communication value chain-
infrastructure, services for enterprises and individuals, application and consulting.
Reliance Communication has licenses to offer telecom services in 20 circles
under the unified access licenses. In addition, it has received the letter of intent for the
J&K circle. This has enabled RIC to offer services across the length and breadth of
India‘s vast geography through its next generation fiber optic network backbone
spanning 60,000 route km. RIC is currently offering its wireless services in 1,100
towns and cities.

76
RIC commercially launched its services in May 2003 and within the first 7
month emerged as India‘s largest mobile service operator. As of the end of March
2004, RIC had almost 7 million subscribers. Most of this was in the postpaid segment
as RIC launched its pre-paid services only in February 2004. Within this period
Reliance India mobile brand emerged as the most trusted telecom brand emerged as
the most trusted telecom brand in the country.
RIC also offered for the first time in India high-speed mobile data services
though it‘s R-world mobile portal. This portal leverages the high-speed data capability
of the next generation CDMA IX network. It providers 70 applications such as news,
astrology, T.V. guides, movie clips etc. and 35 games and logs more than 1 billion hit
a month.
RIC is aggressively expanding the reach of its network in order to reach more
subscribers by extending its services to cover an additional 3,800 towns. It is
estimated that the mobile market in India will grow to 140 million subscribers by FY
2008. RIC expects to retain market leadership in this segment.
The second phase of the communication project will usher a Broadband
revolution by providing 100 mbps Ethernet links to its corporate customers. This
revolution will empower the enterprise by making transactions efficient, functions
seamless and new economic opportunities abundant. The enterprises broadband
service is in the process of being rolled out in 30 towns and would then be extended to
cover 200 towns in phases. The services planned include POTS (Plain Old Telephone
Lines) ,Leased lines, International Private Leased Circuits, Virtual Private Network,
Video phone, Audio and Video Conferencing, among others.
RIC will also launch a consumer convergence revolution by providing high
speed Ethernet links to homes. This revolution, called ―Net way‖, will provide homes

77
with a range of television channels, high-speed telephony, audio conferencing, video
conferencing, video on demand, Juke box, time shifted TV, T-Commerce, and
surveillance services. All content and interfaces will be enabled to cater to India‘s
diverse languages. These services would be accessed thorough a set top box
connected to a TV or a PC. The set top box is a versatile access device with an in-
built hard disk for storing content of customer‘s choice.
In January 2004, Reliance Communication (RIC) acquired 100% of the
undersea cable company, FLAG Telecom for US$ 211 million through Reliance
Gateway Net Limited, a wholly owned subsidiary of RIC.This acquisition provider
RIC with an international gateway to global markets. The FLAG acquisition also
makes RIC the only Indian Operator to own an international undersea cable network
with a truly global footprint.
FLAG Telecom is a leading global telecom company providing an innovative
range of products and services to the international carrier community. ASPs and ISPs.
It has over 180 customers, which include a number of the world‘s leading
international carriers. FLAG connects 16 of the world‘s top 20 business centers and
75% of the world‘s population through its 55,000 km fiber optic network
Key people
Anil Ambani, Chairman and Managing Director
Satish Seth, Vice-Chairman Reliance-ADA Group
S. P. Shukla, CEO - Personal Business & Director - Reliance Telecom

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Products
 Reliance India Mobile
 Fixed wire less phone
 Fixed wire less terminal
 Data card
 USB modem.
 Broadband Internet Service
 Wi-Max Service
Headquarter
Navi Mumbai, Maharashtra India
Revenue
US$ 4 Billion
Employees
33,000
MILESTONES
The Dream, 1999
"Make a phone call cheaper than a postcard and you will usher in a revolutionary
transformation in the lives of millions of Indians" - Dhirubhai Ambani

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May 10 2000
Optic fiber laying process commences in Gujarat, Andhra Pradesh & Maharashtra
December 24
Establishes 1st Point of Interconnect (POI) in New Delhi
December 27
Hon'ble Prime Minister of India, Atal Behari Vajpayee e-inaugurates Reliance
Infocomm
2006
January 01
Reliance Infocomm launches "One Nation, One Tariff" to enable Reliance India
Mobile prepaid users to call anywhere in India at Re one per minute.
January 19
Reliance Demerger adds record Rs.55, 000 Crore to shareholder wealth
March 06
Reliance Communications Ventures Ltd. (RCVL), India's leading integrated
telecommunications company, a member of the Reliance - Anil Dhirubhai Ambani
group, lists on the Bombay Stock Exchange and National Stock Exchange.
April 27
Reliance Communications launches India‘s first Talking Message Service (TMS)
enabling its mobile users to send voice messages to not only other mobiles but also
fixed wireless phones (FWP) and landlines.
July 03
Reliance Communications launches 'Hello Capital Plan' to enable its subscribers in 19
state capitals to call each other at the local call rate of 40 paisa per minute.

80
December 28
Reliance Communications‘ FLAG Telecom announces FLAG Next Gen to cover 60
countries
2007
January 30
Reliance joins Lenovo and Intel for "Internet on the Move"
February 2
Reliance Communications‘ market capitalization tops Rs 1 lakh crore ( 1 trillion
rupees or 24.39 billion US dollars) on Bombay Stock Exchange
April 6
Reliance Communications acquires 1.2 million subscribers in March 2007.
May 9
RCOM bags West Bengal E-Governance Project
May 10
Reliance sets a new record, one million Classic handsets sold in just one week
June 28
Reliance Communications ties up with Cisco to launch Business Internet Services for
SMEs in Pune
July 7
RCOM and QUALCOMM Collaborate on CDMA2000 Expansion
July 12
Reliance Communications awards Huawei all IP Next-Gen network expansion
contracts

82
COMPANY PROFILE
Pravah electronics co. is mainly work for the Reliance communications,
Pravah electronics is mainly the franchise of the reliance.
Pravah electronics co. is a small part of the reliance, it was existed in 2002. &
The director of the co. was Sangram jadhaorao and rahul khurda. This is obvious that
it is a partnership firm.
In the company they are doing three types of work, in that, 1) They have taken
Timex wrist watch dealership. 2) They are doing some computer hardwere work. &
3) Franchises of Reliance wi-max. Because of all these types of work I could learn
lots of things in the co. The staff members of the company are almost 33.
Normally company‘s annual turnover is 2.5 to 3crores. Till today the Pravah
Company has sold 250 Wi-max connections for the reliance communications.
Process of the work:
First step in this department is target the customer, like
1) Consumer: household, students, professionals (doctors, C.A. etc.) ,individual
shopkeeper etc.
2) Small & medium business: small business firms, individual proprietor, financial
brocks advertising agency etc.
And after that the sales executive should fill the CAF (customer application
form) from them. In second step for work order is granted the CAF should be
submitted in the main office. The main Branches for reliance wi-max in pune are as
follows:- 1)Bajirao road 2) Bhosari & 3) Kondhwa. After the work order granted,
engineers goes for the installation of the wi-max antenna, and they come back with
FAA (final activation advice) which is by the customer.

83
If there is some problem in the connectivity, or in the antenna the co.
takes all responsibility in such type of matter, in short co gives the after sales service.
Hierarchy for the Wi-max department:
Shankar rao (Wi-max national head)
Milind kshirsagar ( head of Maharashtra)
Deepak mundada (head for pune area)
Chitali Sharma (area sales manager)
Channel partners
There are something 16 channel partners under the reliance
communications, and 3 area sales manager. Our co has sold 250 connections till now. The
wi-max product has launched first time in pune, because the pune is the place where small &
medium type business are more compare to other cities, it is a fast growing city, so for the
test marketing they select the pune city in whole india.

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PRODUCT PROFILE
Firstly we should see what is Wi-max basically?
 Wi-max stands for Worldwide interoperability for Microwave Access
 Wi-max refers to broadband wireless networks that are based on the IEEE 802
.16 standards, which ensures compatibility and interoperability between
broadband wireless access equipment.
Internet Access Today,
There are multiple ways to access the internet today,
 Broadband : High speeds, expensive, depends on availability of Last Mile
copper to the home
 WIFI : High speeds, expensive, sparse coverage
 Dial up : Fading after the advent of broadband,
: Low speed, call charges makes it expensive
 Wi-MAX : promises high speeds, broader coverage,
: Licensed frequency of operation, so interference is less likely
: Tolerant to single reflections, in built QoS
: Works on non-line of sight principles.
: Supports differentiated service flows- high priority for Business
customers, best effort for residential.

86
How Wi-max works?
Basically, in the Wi-max facility there is one antenna which is
called as S.S. (signal subscriber). This S.S is nothing but a signal receiver. The
engineers of the department check the feasibility of the network & fix that antenna.
Reliance communications has fixed their micro machines at the mobile
tower in four ways, and that machines throw the signals in certain limit, and the
receiver catch that signals for start the network.
When they fix that antenna or receiver at the terrace or on that place
where the signal is good, one wire which name was ‗CAT-5‘ come from that antenna
and it connect to the computer and after all these things the internet will be started.
The main thing in this facility that the modem for the internet service
which very important part is inbuilt in this antenna, there is no need for the other
parts.
For the company there is one rule, that when the customer want the wi-
max connection the, antenna for that particular customer should be from the particular
branch. When we take the antenna from branch, they give gate-pass to us.
E.g. if the customer is in Bhosari area so, antenna for that customer come
from Bhosari branch.
And one other rule is, when customer have some problem about the service,
so he should contact to customer care, after that the reliance co. sent a faulty work
orders to franchises who are in that particular area.
e.g. if the customer have some problem who stay in sadashiv peth area, and
the installation of that customer is done by one of the other franchise, but faulty work
orders come in our co, because our co is in sadahiv peth.

87
Every customers record is maintained by the co. like, name of customer,
work orders no, faulty work orders no, name of installation team, etc.
The bill of this service will be paid by postpaid facility or by online facility.
There is remaining a one main part that, training for the sales executive is given by
the reliance co. which very helpful for the training student. I have attended that
training also. The Balasubrhamanyam sir takes the sessions.
After assessing the market response, the company will extend the WiMax
service to other cities such as Hyderabad, Chennai, Mumbai, Chandigarh and Delhi.
The move that targets the three million wireless internet users in the
country is expected to give first-mover advantage to the company. Bharti Airtel,
VSNL and BSNL have also tested the new technology and planning to roll out in the
near future, said sources familiar with the situation. In India, WiMax has been
launched by Aircel Cellular in Chennai for business customers.
Now let‘s see, in wi-max what the various plans are for customers.
There is mainly two plans 1) Consumer plan, 2) Business plan.

88
Consumer plan:
Consumer plan divided in to two parts,
Flat fee plan
Pay per MB plan
Flat fee plan:
Flat fee plan offers you the internet connectivity for unlimited time and
unlimited usage.
Advantages:
Fixed monthly charges
No time limit
Unlimited data upload download
Installation charges of Rs.500 only (service Tax extra as applicable)
Let‟s see the charges for wi-max consumer plan.
Monthly plan
Charges (Rs.) 750 999 1799
Download speed up to 150Kbps 300Kbps 600Kbps

89
Pay per MB plan – Data transfer plan:
Data transfer plans offer you internet connectivity for unlimited
time, as you are charged on volume of data transferred (upload-download) in MB.
The data transfer plan is especially useful if you spend long time on internet.
Advantages:
Enjoy speeds up to 2 mbps
Pay as per use (upload-download)
Installation charges of Rs.500 only (Service Tax extra as applicable)
Very low additional usage charge – 90 paise per MB
Monthly plan charges (Rs.) 750
Download speed up to 2 MBPS
Free usage 4GB
Business plan:
Business plan also divided in to two parts
Flat fee plan
Data transfer plan
Flat fee plan:
Monthly rental (Rs.) 1250 4000 11100
Download speeds up to 100 Kbps 300Kbps 600 Kbps

90
Data transfer plan:
Monthly Rental (Rs.) 1199 1999 2999 4999 8999
Bundled Usage (GB) 8 12 20 35 75
Additional Usage Charges
(Rs./MB)
0.80 0.80 0.50 0.50 0.50
Now we will see something about the value added service which is given by the co.
these services are very helpful for the customers.
Value Added Services:
Value added service is the main thing, which provide additional benefit
to the customer. There are two parts in the value added services.
3) Online games:
Virtual games zone
Play over 100 online games across six different categories
 Action
 Sports
 Skill strategy & more
4) Reliance PC protection:
PC security package powered by F-Secure-a world leader in IT
security solutions
Available at a nominal monthly charge without any upfront fee
PC are completely safe from viruses, spyware and hackers
Allows to block the websites that may not be appropriate for your
child.

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Reliance PC protect Basic pack Family pack
Features Anti virus, Anti
spyware, Firewall,
Anti virus, Anti spyware,
Firewall, Spam control,
Parental control
Monthly charges Rs.50 Rs.100
Advantages of wi-max facility:
Wireless connectivity for ‗last mile‘
No disruption of internet connection since it uses microwave for
transmission
Browse speed up to 2Mbps
Fixed charges for unlimited use
Pay as per usage
Value added services like PC-protection

93
OBJECTIVES
The objectives of the project are divided into two:
1. Primary Objective
2. Secondary Objective
PRIMARY OBJECTIVE
―To find out Reliance communication‘s penetration in corporate market.‖
―To study the response from customer for new product launching activity
i.e. wi-max.‖
SECONDARY OBJECTIVE
1. To analyze & evaluate Satisfaction of Corporate Customers as well as individual
customers, towards Reliance.
2. Competitors Analysis.
3. Market awareness about Reliance Wi-max service.
4. Response from customers about this wi-max facility.
5. Problems related to this service.
SCOPE:

94
There are very large no of customers of Reliance spread over various
areas. I Studied market in Pune city & conducted survey in some areas.
Locations:
 Deccan & kothrud
 Pune camp
 Hadapsar.
 Bibvewadi.
The customers from various offices, industries were interviewed.
I surveyed 300 customers.
Project include
 Only fixed Wireless internet service provided by Reliance.
 Only corporate and home customers were interviewed.

96
A research design is the arrangement of condition for collection and analysis of
data in a manner that aims to combine the relevance to the research purpose with
economy in procedure. Research design is the important because it facilitates the
smooth sailing of various research operations, thereby making research as
efficient as possible yielding maximum information with minimal expenditure of
minimum time, effort, money.
The research design chosen for the project was DESCRIPTIVE RESEARCH
DESCRIPTIVE RESEARCH studies are that studies that are concerned with
describing the characteristic of a particular individual, or of a group. In descriptive
the researcher must be able to define clearly, what he wants to measure and must
find adequate methods of measuring it along with a clear cut definition of
population he wants to study. The research design must make enough provisions
for protection against bias and must maximize reliability, with due concern for the
economical completion of the research study.

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Approach Summary
Step 1 Initiation of the project
Step 2 Study Design
Step 3 Survey
Step 4 Data Analysis
Step 5 Recommendations
STEP 1
 Understanding the organization.
 Understanding the scope of the project.
 Formulation of plans to address the study objectives.
 Studying product related details offered by Reliance & other competitors on
 Secondary data from Reliance.
STEP 2
 Designing of the sample from existing data base
 Collective preparation for interview & questionnaire.
 Preparing the data analysis plan including data base structure.

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STEP 3
 Collection of data by conducting the interviews (primary data)
STEP 4
 Area wise analysis & competitors mapping.
 Analysis based on product/aesthetics type.
 Analysis based on pricing.
STEP 5
 Suggesting guidelines for improvement.
 Presentation of findings.
The entire project was carried out for 2 months.
INFORMATION NEEDED
 To understand the product & service offering by Reliance.
 To assess the customer/dealer perception about the quality of Reliance
products and competitors.
 To receive the suggestions from the customers/dealers for value addition.
 To make use of the valuable information given by customer for offering them
various attractive schemes.
 To trace the overall customers/dealers as well as competitor profile.

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SOURCES OF DATA:
I have done the project by taking both the Primary and Secondary data.
Primary data:
The data which I have collected from different corporate and SMEs
through questionnaires
Secondary data:
The data which is given by the company and I also searched the data
through the area wise telephone directory and field search. The data is all about
regarding the address and contact numbers of the corporate and SMEs.
QUESTIONNAIRE PREPARATION:
RESEARCH INSTRUMENT:
I used questionnaire as research instrument to collect the requisite information
for the research. Questionnaire method was chosen because of its versatile.
Almost every market problems involves people. Therefore ideas relative to people and
its solution can be obtained by asking them about their problems.
This type has the advantage that the respondents do not know exactly what is being
measured and hence are not biased their answer to some extent. My research design
made it necessary for me to collect accurate data to achieve useful result. For this
reason I have decided to use primary source of data as well as secondary data

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DESIGNING OF QUESTIONNAIRE:
Questionnaires are designed according to project requirement and company
need. So while designing the questionnaire we have to include both awareness about
the company‘s product and the competitors. But my main objective was to create the
awareness of the company‘s product and to generate the leads for the company, so
that questionnaire was designed according to gather data and find out the prospective
corporate and SMEs.
SAMPLING
Target population
Entire corporate SMEs & INDIVIDUALs in Pune city.
Sampling frame
The corporate & individuals.
Sampling method:
Probability sampling

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SAMPLE PLAN:
A proper sampling plan is very important in the research process and it also
makes the research process easy. It includes the sampling element, sample size and
sample area.
d) SAMPLE ELEMENT:
It includes those respondents who are going to fill up and answer the
questionnaire.
e) SAMPLE SIZE:
I have worked on a sample size of more than 300 numbers including all the
corporate and individuals.
f) SAMPLE AREA:
The company had given me the instruction to visit all corporate SMEs &
individuals, mostly the corporate. My main task was to collect the business related
information from the corporate and to generate the leads for the company and to
create awareness about new plans provided by the company for wi-max service.
My area: Pune (Kothrude, Deccan, Pune camp, Hadapsar)
Tools used for data presentation
---- Pie charts
----Bar charts

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CONTACT METHOD:
Personal as well as telephonic interview methods were used.
 Personal Interview: A person known as interviewer asks question in face to
face contact to the other person.
 Telephonic Interview: This method of collecting information consists in
contacting respondents on telephone itself.
The chief merits of such a system are
 It is more flexible than other methods.
 It is faster than other methods.
 It is cheaper than personal interview.
 Recall is easy.
 There is higher rate of response.
STATISTICAL TOOLS USED FOR DATA ANALYSIS:
For analyzing the data I used Correlation analysis: This was used to correlate the
complaints given by the dealers with the corresponding recommendations and
suggestions. Correlation testing between the dealers complaints and suggestions help
to decide whether I can infer any solution from dealer‘s suggestions to tackle their
complaints. Area wise analysis of the share of Reliance competitors gives area wise
share of each competitor and Reliance Competitors respective areas.

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DATA ANALYSIS:-
Company Owned broadband internet connection:
Total no of Corporate & Individuals: 300
Area wise-

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Observation & Findings:
 Out of 300 corporate, BSNL & TATA INDICOM, having large number of
connections.
 Reliance started captures most of the market from Hadapsar & Kothrud.
 Due to Cost effective plans, Reliance is growing today.
Fixed Wireless internet service (Wi-max) :
Total no of Corporate: 300
AREAWISE:

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Observation & Findings:-
 Reliance have large no of customers as well as connections.
 Cause of new product launching, reliance wi-max capturing market slowly.
 Due to giving instrument in free of cost, charge of installment is very low &
 Because, lack of the broadband connection Hadapsar & Kothrud is the main
area for capturing the market.
 In this service if we have some problem in connectivity we can find it very
fast.
 Modem is inbuilt in the instrument, so there is no need for the modem.
 Basically in the rainy season wired connections gives a problem, wi-max
connection is helpful in this type of case.

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Satisfaction level with existing service provider:
Rating: 1(least)-5(most)
Overall rating given by 300 corporate & individual.

111
Observations:
About Product:
Fixed wireless internet service (Wi-max):
 Due to giving instrument in free of cost, charge of installment is very low &
 Due to providing value added services reliance can try to capture the market.
 For the wi-max facility there is no any Advertisement due to which people
didn‘t aware about this service.
 We can pay our bill through postpaid facility or through online facility.
 Once we take the connection we can‘t remove that connection for three
months.
 BSNL provide the internet facility in very attractive plans, and hence people
don‘t shift from BSNL, but the service facility of BSNL is not much good. So,
now people shift from BSNL to TATA or RELAINCE.
 In rainy season, the reliance wi-max is very helpful for people.

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S.W.O.T ANALYSIS
STRENGTH:
 Globally known brand.
 Innovativeness is done by the company by providing new schemes.
 Bringing in the latest technology in the market i.e. C.D.M.A (Coded Division
Multiple Access).
 Excellent work force.
 Very strong financial position.
 Strong corporate image.
 Trying to integrate all Telecom services.
 Largest retail presence in the market place.
WEAKNESS:
 First direct customer integration.
 Primary focus area is maximum coverage through it gives importance to
providing good service but superficially.
 Poor retail experience.
 Many hidden policies.
 It has grown from a few people to 28000 in the last 12-18 months and most of
them have not worked with each other. Building a cohesive organization takes
time.

113
OPPORTUNITY:
 Vast untapped market
 60,000 km optic fiber network.
 Out 18 Telecom circle in India Reliance has license for operation in 18 circles.
 Better source of revenue, having a well established industry in India.
 Increasing communication needs of individuals especially corporate sector.
 High advertisement can create a demand for the Reliance.
 Building more trust and faith though its goodwill
THREATS:
 The negative publicity by its competitors.
 New competitors coming with more attractive plans.
 Well established competitors.
 Limited availability of instruments.
 Negligence in terms of service will deteriorate its position in market.

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PROBLEMS FACED BY CUSTOMERS
Reliance Communication is one of the leading telecom service
providers, but its customer are still facing some of the problems that are hindering its
growth and smooth functioning. By directly communicating with the customer I found
the following problems faced by the customers.
These problems are:
 Improper distribution of bills:
A large number of customer are facing billing related problems They have not been
receiving the bills for the last many months as a result of which the image of the
company is spoilt in the market.
 Previous payment not reflected in the bills:
It has been noticed that the bills do not reflect the change to be made the payment as
desired due to which previous due are reflected in the bills even though the payments
are received.
 Delayed rectification of bills:
Various changes like address rectification, previous dues waving the over drawn
change rectification of rate plans etc not rectified properly.
 Incorrect rates plans shown:
In several bills wrong rate plans are shown due to improper filling customer
application forms, due to which the billing is not properly done.

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 The records are not updated:
The records are not updated as a result of which the subscribers do not receive the
required information immediately.
 Delayed action taken by employees:
The employees do not take immediate action on the problem faced by the customer
as a result they have to bring to notice the problem again and again.
 Customer care services :
The customers are not satisfied with the customer care service s provided to them.

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LIMITATIONS
 Inadequate information: Many Corporate did not reveal business related
information like turnover, there manpower, the broadband service used by
them, so due to which some of the questions were not answered/filled properly
or accurately.
 Sample size: As a number of corporate in Pune is large enough and widely
spread all over the city, so it was difficult to cover all the areas in such a short
span of time so for the convenience I took 300 as my sample size. And I
restrict my self in to four areas only.
 Many respondents could not give sufficient time to answer/fill the
questionnaire.
 Due to rainy season during duration of my project it was very difficult to
approach the corporate & individual as a result I was short to visit no. of
corporate in a day.
 Some of them asked why should they give information and they are afraid to
give the information because if the company mis utilize the information.
 Some of the customers were very much disappointed with reliance service so
they didn‘t entertain us.

119
RECOMMENDATIONS:
The interpretation of data revealed certain factors and problem which would affect the
future growth of the company (as stated earlier).
Recommendation regarding to above found problem are as follows:
 The company should provide the machine to sales executive for
check the feasibility of network.
 For increase the no of customers, reliance should increase the
no. of towers.
 While filling up to the C.A.F. forms extra care should be taken
and the customer should be given detail information regarding
the rate plan they are going to use.
 It is very important to rectify billing related problem with
proper coordination, and working.
 The customer should be made aware of the latest developments
or products by issuing pamphlets, broachers etc.
 The subscribers problems should be solved as early as possible
and he should be assured that he will not be facing the problem
in near future.
 Web world employees must be recruited by Reliance office
only.
 The customer care services should be improved.
 The Data base should be updated in such away that the
customers receive the required information immediately.

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CONCLUSION
Launching a new product or service is a costly, complicated and
multi-faceted challenge that can turn into a monumental success or an embarrassing
failure.
On the data obtained through project I have come to conclude that
Wi-max has other competitors as well as companies own products can be their
indirect competitors (like Rel.wired broadband, Data card, USB modem etc.)
Company should give more focus on advertising sectors as to capture the
market of BSNL and TATA.
Wi-max service is costly than other service providers and hence it is not
affordable to potential customers.

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BOOKS
 Marketing Management by Philip Kotler
 Research Methodology by C.R Kothari
 Company Manuals
a. A House Journal of Reliance
WEBSITES
 www.relianceada.co.in
 Reliance Pune Intranet
 www.google.co.in

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Questionnaire
1. Corporate / customer Name
___________________________________________
2. Address
___________________________________________________
___________________________________________________
___________________________________________________
__________________________________________________
3. Contact Person __________________Contact N o.________________
Contact Person __________________Contact No.________________
4. Nature of Business/ occupation of customer ________________
5. Number of computers/Laptops _____________
6. Customers Owned broadband internet Connections
RELIANCE HATHWAY TATA BSNL OTHER
PLAN DETAILS:
RENT ______
FREE DATA USAGE _____
FREE TIME USAGE ____
TOTAL BILL _____
7. Do you pay extra for other services? (E.g. Anti virus, firewall etc.)
YES NO

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8. What speed do you get from your service provider? __________
9. How satisfied are you with the Existing Service Provider
1(Least) - 5(Most)
RELIANCE TATA HATHWAY BSNL OTHERS
10. Do you require more broadband connections?
YES NO
11. Remarks / Any Suggestion
___________________________________________________________
___________________________________________________________
___________________________________________________________
___________________________________________________________

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