These days' organizations are looking forward to obtain competitive edge over their competitors through highly developed employee skills, distinctive organizational cultures, management processes and systems which are in contrast to traditional emphasis on transferable resources such as equipment that can be purchased any time by the competitors.
In RELIANCE also much work is done to develop the Marketing competencies so as to have better results. In this context a part from the various departments the Marketing sales department has got a crucial role to play.
In my study I have tried to study the Swot analysis of reliance communication with competitior. For this I had to go to different Retailers and find out what actually they think of the services given by the company.
The research conducted with the objective to judge the impact of marketing on sales for Reliance gave me the opportunity to obtain feedback from the retailers both permanent and temporary, thereby analyzing it and finally obtaining the imperative decision.
Similarly as a part of my schedule, I not only analyzed the SWOT analysis for RELIANCE but also got a chance to meet different retailers and know what are the problems they are facing and how we can solve their problems. I also analyzed the Channel distribution of jai agency and got to know how communication flow from retailer to consumer. Thus the task was not only restricted in the purview of interaction with the retailers but also providing an insight about understanding the channel distribution.
Thus the induction programe followed by the associate manual not only makes the employees familiar with the company but also make them enthusiastic to face challenges and motivate to work for the growth of the organization.
The second part consists of data and their analysis, collected through a survey done on 100 people. It covers the topic “Swot analysis of reliance communication with competitor”. The data collected has been well organized and presented. Hope the research findings and conclusions will be of use. It has also covered why people are not happy with the service provided by the salesman. The advisors can take further steps to approach more and more people and indulge them for taking their advices.
The whole task was manual and interactive, giving me a chance to have a word with the customers.
Sh. Dhirubhai Ambani (Founder of Reliance Industry)
In Indian history there are very few persons who have contributed to change the scenario on Indian economy, Shri. Dhirubhai Ambani is one of them and founder of the reliance.
As with all great pioneers, there is more than one unique way of describing the true genius of Dhirubhai: The corporate visionary, the unmatched strategist, the proud patriot, the leader of men, the architect of India's capital markets, the champion of shareholder interest.
But the role Dhirubhai cherished most was perhaps that of India's greatest wealth creator. In one lifetime, he built, starting from the proverbial scratch, India's largest private sector enterprise.
Dhirubhai started his business with very little capital of Rs. 14,000 (approx US$ 300). Within three and a half decades, he reaches his capital worth of more than Rs 65,000 crore. Reliance is very 1st private company of Indian economy which make its position in Global fortune 500list.
Dhirubhai Ambani, who known as father of Indian Share markets. Reliance Textile Industries Limited was very first company which came as public ltd and initiate the small investors to invest and introduce the Indian stock exchange.
Dhirubhai's extraordinary management and Clear vision set the unbelievable growth history worldwide for the private companies. Reliance is one who gives highest return of investment to their share holder thru out the decade.
“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.”
Ø We value the trust of shareholders, and keep their interests paramount in every business decision we make, every choice we exercise
Ø We possess no greater asset than the quality of our human capital and no greater priority than the retention, growth and well-being of our vast pool of human talent
Ø We rethink every business process, product and service from the standpoint of the consumer - so as to exceed expectations at every touch point
Excellence in Execution
Ø We believe in excellence of execution - in large, complex projects as much as small everyday tasks. If something is worth doing, it is worth doing well.
Ø The whole is greater than the sum of its parts; in our rapidly-changing knowledge economy, organizations can prosper only by mobilizing diverse competencies, skill sets and expertise; by imbibing the spirit of “thinking together” -- integration is the rule, escalation is an exception
Ø We nurture innovation by breaking silos, encouraging cross-fertilization of ideas & flexibility of roles and functions. We create an environment of accountability, ownership and problem-solving -based on participative work ethic and leading-edge research
Leadership by Empowerment
Ø We believe leadership in the new economy is about consensus building, about giving up control; about enabling and empowering people down the line to take decisions in their areas of operation and competence…
Ø We believe that organizations, like individuals, depend on the support of the community for their survival and sustenance, and must repay this generosity in the best way they can
Respect for Competition
Ø We respect competition - because there's more than one way of doing things right. We can learn as much from the success of others as from our own failures
Ø To achieve global best practice and become a world-class communication service provider-guided by its purpose to move towards greater degree of sophistication and maturity.
Ø To work with vigor, dedication and innovation to achieve excellence in service quality, reliability, safety and customer care as the ultimate goal.
Ø To consistently achieve high growth with the highest levels of productivity.
Ø To be a technology driven, efficient and financially sound organisation.
Ø To contribute towards community development and nation building.
Ø To be a responsible corporate citizen nurturing human values and concern for society, the environment and above all, the people.
Ø To promote a work culture that fosters individual growth, team spirit and creativity to overcome challenge and attain goals.
Ø To encourage ideas, talents and value systems.
Ø To uphold the guiding principle of trust, integrity and transparency in all aspects of interpretation and dealings.
Ø Strengths and enhances existing business roles.
Ø Drives greater empowerment, business focus, operational efficiencies and customer value.
Ø Takes another significant step towards institutionalization and building a conglomerate of the future.
Reliance Communication Limited
STAKEHOLDERS & MANAGEMENT
BOARD OF DIRECTORS
Shri Anil D. Ambani - Chairman Promoter, non-executive and non-independent Director
Prof. J Ramachandran Independent Director
Shri S.P. Talwar Independent Director
Shri Deepak Shourie Independent Director
Shri A.K.Purwar Independent Director
India 's leading integrated telecom company Reliance Communications is the flagship company of the Anil Dhirubhai Ambani Group (ADAG) of companies. Listed on the National Stock Exchange and the Bombay Stock Exchange, it is India's leading integrated telecommunication company with over 92 million customers.
Our business encompasses a complete range of telecom services covering mobile and fixed line telephony. It includes broadband, national and international long distance services and data services along with an exhaustive range of value-added services and applications. Our constant endeavour is to provide an enhanced customer experience and achieve customer satisfaction by upscaling the productivity of the enterprises and individuals we serve.
Reliance Mobile (formerly Reliance India Mobile), launched on 28 December 2002, coinciding with the joyous occasion of the late Dhirubhai Ambani's 70th birthday, was among the initial initiatives of Reliance Communications. It marked the auspicious beginning of Dhirubhai's dream of ushering in a digital revolution in India. Today, we can proudly claim that we were instrumental in harnessing the true power of information and communication, by bestowing it in the hands of the common man at affordable rates.
We endeavour to further extend our efforts beyond the traditional value chain by developing and deploying complete telecom solutions for the entire spectrum of society.
HISTORY OF THE ORGANIZATION
12 January 2009
Rcom launches GSM services in delhi
31 january 2009
All new reliance mobile GSM connections come with lifetime validity at a nominal charge
5 February 2009
Reliance GSM service in J&K
12 February 2009
R-Globalcom bags work orders from 3 global retailers
13 february 2009
Company launches 50 min STD pack in 35 rs. On GSM
26 February 2009
Rcom launches voice-based mobile navigation service.
9 june 2009
Rcomm has entered into joint venture with Kribhco(krishak Bharti cooperative ltd.)
28 february 2009
Rcom adds 3.3.-mn. Wireless customers in feb.
9 march 2009
Rcom places 300 cr.modem order with huawei,ZTE
10 march 2009
Rcom adds record 11 m subscribers
13 march 2009
Rcom unveils new wireless net service
22 march 2009
Rcomm launches a new format of Reliance mobile store
25 march 2009
Rcom post-paid services for in U.P & uttarakhand.
1 june 2009
Rcom signs hrithik roshan as brand ambassador
8 june 2009
Rcomm bagged a 125 cr. WAN contract from global consuntancy major Mott Macdonald.
11 june 2009
Rcom to offer BlackBerry services for Rs. 299
18 june 2009
Reliance mobile in deal with EA mobile
Reliance Communications receives Start-up GSM Spectrum
Yahoo partners with Reliance Communications to provide Yahoo One Search for its CDMA and GSM customers.
RCOM's Q 3 Net Profit increases by 48.5% and Revenues Up by 29.8 %. Remains the most profitable Telecom Company in India.
Reliance Communications offers Lifetime Validity at Rs 199
RCOM's subsidiary Infratel files Draft Red Herring Prospectus with SEBI
Reliance Mobile strengthens its religious content portfolio on Mobile by tie-up with Sadhana TV
RCOM in partnership with CanvasM, launches Mulitplayer Mobile Games
HDFC Bank ties up with RCOM, turns every Reliance Mobile into a credit card
Reliance Communications consolidates Global Telecom Business under “Business Globalcom”
Reliance Communications forays into International Mobile Market with GSM License in Uganda.
Reliance Communications drops prices of Internet Data Cards
Reliance Communications announces ESOPs for over 20,000 employees
Reliance Communications and HTC forge Strategic Alliance
Corporation Bank Launches Banking Services on Reliance Mobile World
Reliance Communications forays into IT space, launches Reliance Technology Services Company
RCOM launches Educational Portal on Reliance Mobile Phones
Reliance Globalcom unit Reliance Infocom BV, Netherlands acquires Global WiMAX Operator eWave World
Reliance Communications Announces Unlimited Free STD calls
Reliance Globalcom Launches Passport Global SIM
RCOM's Net Profit up by 70.8% to Rs 5,401 crore
Reliance Communications' Net Profit up by 70.8% to Rs 5,401 crore (US$ 1,350 million), Revenues higher by 31.8% to Rs.19, 068 crore (US$ 4,765 million) and EBIDTA increases by 43.3% to Rs.8, 199 crore (US$ 2049 million)
Reliance Communications and Alcatel form Joint Venture to offer Managed Network Services to telcos across the globe
Reliance Globalcom acquires UK based VANCO Group Limited
Reliance Globalcom, Stealth Communications forge Strategic Alliance to extend VOIP Network across 50 countries
CA Exam Results on Reliance Mobile
Reliance Communications Mobile Subscriber base crosses 50 Million
CA Professional Exam Results on Reliance Mobile
Reliance Communications (RCOM) announces its financial results for the first quarter ended June 30, 2008. Net Profit up by 23.9% to Rs. 1,512 crore (US$ 352 million)
Reliance Communications adds a record 1.4 million subscribers in December ‘06
Reliance Communication launches unique "Simply 2030" plan on Reliance Hello
Reliance Communications promotes Roger Waters Music Concert
RCOM shareholders approve tower business demerger with a 99.99% overwhelming majority
Overwhelming response to Reliance World's National Digital Elocution Competition
Reliance joins Lenovo and Intel for "Internet on the Move"
Reliance Communications' market capitalization tops Rs 1 lakh crore ( 1 trillion rupees or 24.39 billion US dollars) on Bombay Stock Exchange
Reliance Communications offers best value on roaming
Search Jobs & Classified Ads from Reliance Mobile World - Reliance Communications ties up with Naukri.com
Reliance Communications ushers in ‘Virtual Global Conference Network'
DHIRUBHAI AMBANI - THE MAN I KNEW By KOKILABEN
Book on Founder Chairman launched.
Reliance Communications launches ‘Roam Jamaica on Reliance Mobile
Reliance Mobile launches ' Suno Zee'
Demerger of Passive Infrastructure division Reliance Communications & Reliance Telecom approved by the Bombay High Court
Reliance World Offers Program to Help Students 'Crack Admissions in Colleges Abroad'
Govt's Rural Telephone Scheme(RDEL)through Reliance Communications successfully closes by March 31,2007
Booking train ticket from Reliance Mobile Phones becomes more easy now… with ITZ Cash Cards
Reliance Communications unleashes the power of mobile advertising
Reliance Communications acquires 1.2 million subscribers in March 2007.
Sunny Days And Nights For Reliance Mobile Subscribers as
Reliance Communications ties up with SUN TV to offer video streaming of all SUN TV programs online 24x7
Reliance World launches summer e camp for school kids
RCOM first listed Indian telecom company to reward shareholders
A Classic Bonanza - Reliance Communications unveils handsets @ Rs 777
RCOM bags West Bengal E-Governance Project
Reliance sets a new record, one million Classic handsets sold in just one
Reliance Communications slashes rate to US and Canada. It's now just Rs 1.99 per minute
Reliance Communications launches Classic Color Bonanza - Color handsets @ Rs 1234
RCOM kick starts world's fastest and largest rural infrastructure rollout on World Telecom Day.
Reliance Communications Launches Lifetime Validity Recharge @ Just Rs.499.
RCOM slashes roaming rates by as much as 70 percent
Reliance Communications launches unlimited calling
RCOM hosts seminar on ‘Emerging Trends in Mobile Applications Development'
Reliance Communications adds 1.4 million new mobile subscribers in May2007
Reliance Classic' Makes Music - FM Radio Phones Launched at just Rs.1888
Reliance World, BIMTECH & Philadelphia University unveil Executive Program in Retail Management (EPRM)
Reliance Communications ties up with Cisco to launch Business Internet Services for SMEs in Pune
Bengali movie ‘Anuranan' on Reliance Mobile World
RCOM and QUALCOMM Collaborate on CDMA2000 Expansion
Reliance Communications awards Alcatel-Lucent a Next-Gen network expansion contract
Reliance Communications awards Huawei all IP Next-Gen network expansion contract
RCOM announces sale of equity stake in its Tower Company-Reliance Telecom Infrastructure Limited
RCOM's AGM on Reliance Mobile World
Reliance Communications launches Passport Calling Solutions
RCOM join hands with Yatra.com for air and hotel bookings
RCOM offers 'Live Mandi Prices' on Reliance Mobile World
Reliance Communications , the official global partner for the first edition of ICC Twenty 20 World Cup Championship 2007 in South Africa unveils the coveted Trophy in Mumbai and announces Dhoni - Dhanadan Pack
Reliance Communications launches Money Transfer on Reliance Mobile Phones
RCOM launches BlackBerry 8830 World Edition Vodafonephone
'Bloomberg Professional' now on Reliance Mobile
Reliance Communications ties up with Sulekha.com to offer local search on Reliance Mobile World
Strategic partnership with Vanco
Reliance Communications announces Classic Celebrations- Classic Handset sales top 10 million- Color Handset @ Rs.999
Reliance Communications to launch nationwide GSM Services under existing Unified Access Service Licenses
Reliance Communications brings 'Durgotsav Live' Videocast on mobile
Reliance Communications Launches 'Diwali Dhamaka'
RCOM launches Rural Mobile Application Contest
Fair & Lovely Scholarship on Reliance Mobile World is winner at the MMA awards, USA
FLAG and GlassHouse ink landmark partnership
Reliance Communications adjudged World's Top CDMA Operator at the Global CDMA Industry Achievements Awards Fete
Reliance Communications completes Yipes' acquisition
RCOM announces special offers for Christmas and New Year.
Reliance Infocomm launches "One Nation, One Tariff" to enable Reliance IndiaMobile prepaid users to call anywhere in India at Re one per minute.
Reliance Demerger adds record Rs.55, 000 Crore to shareholder wealth
TIMES NOW launched on Reliance Mobile Phones, making it the world's first TV channel to be launched on a mobile phone.
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.
Reliance Infocomm introduces R World in Hindi to become the world's first operator to offer mobile data services in more than one language on the same handset. This will make it possible for millions of Indians to access the popular R World with hundreds of every-day-use applications in the national language.
Reliance-Anil Dhirubhai Ambani Group signs up Indian cricket's whiz kid and heartthrob of millions Mahendra Singh Dhoni as the brand ambassador for Reliance Communications Ventures Ltd.
Reliance Infocomm becomes India's first telecom operator to launch seamless inter-standard international roaming service - 1World.1Number, with single number on international CDMA and GSM networks.
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.
Reliance Communications ties up with Disney to offer on Reliance Mobile World India's first 3D animation on mobile.
Reliance Communications launches 'Hello Capital Plan' to enable its subscribers in 19 state capitals to call each other at the local call rate of 40 paise per minute.
Reliance Communications slashes ILD rates by up to 66%
T-Com signs contract with FLAG Telecom for Europe-US bandwidth
Union Communications & IT Minister Thiru Dayanidhi Maran inaugurates Reliance Communications' FALCON Cable System.
Reliance Communications launches Free Group Term Life Cover for its CDMA subscribers
Reliance Communications' FLAG Telecom announces FLAG Next Gen to cover 60 countries
Reliance introduces first e-recharge facility in CDMA in India.
Reliance IndiaMobile announces mega rural plan to cover 4 lakh villages and 65 crore Indians by December 2005.
Anil Ambani appointed Chairman of Reliance Infocomm
Air Deccan and Reliance WebWorld join hands to offer air ticket booking facility at Reliance WebWorld
XLRI's Post-Graduate Certificate programme in Logistics Supply Chain Management (PGCLSCM) launched on Reliance WebWorld's virtual classroom platform. first of its kind e-learning programme in India.
Reliance Infocomm rolls out international roaming facility across several countries to become the first Indian CDMA operator to offer its customers such a service.
Reliance Infocomm tied-up with the Bombay Stock Exchange to make available live stock quotes on its mobile phones.
Reliance Communications, UK launched Reliance IndiaCall service in England and Wales enabling callers to make high-quality calls to India from any landline or mobile phone at economical rates.
Apollo Hospital and Reliance Infocomm join hands to provide top class healthcare service to millions of Indians in over a hundred Indian cities.
Reliance WebWorld wins Frost & Sullivan Market Leadership Award for Video Conferencing services.
Reliance Infocomm hosts the 4th global CDMA Operators Summit.
Reliance Infocomm joins hands with Indian Airlines to offer India's first mobile booking of domestic airline ticket.
Reliance Infocomm introduces MOREbile, redefines customer rewarding with 33 % more talk time on prepaid recharges of Rs 315 denomination and above and much more.
Reliance Infocomm and China Telecom sign agreement for telecom services to provide direct telecommunication service, including a global hubbing service, to subscribers in the two countries.
International wholesale telecommunications service provider, FLAG Telecom amalgamates with Reliance Gateway, a wholly owned subsidiary of Reliance Infocomm
Launches RIM Prepaid with attractive offer - For Rs 3500 get a Motorola C131 mobile phone and Rs 3240 worth of re- charge vouchers instantly and stay connected for 1 year
Reliance subsidiary Flag Telecom announces FALCON Project - a major new Middle East Loop Terabits Submarine Cable System with links to Egypt and Hong Kong via India
Reliance Infocomm launches multi-player gaming on RIM handsets - a first in India
Reliance IndiaMobile introduces International Roaming facility to 172 countries, 300 networks
Reliance Infocomm introduces first ever auction facility on Mobile phones through R World.
Reliance Infocomm receives the Most Promising Service Provider of the Year 2003 (Asia Pacific) award at the Asia Pacific Technology Awards instituted by Frost & Sullivan.
Reliance Infocomm introduces World Card - a Prepaid International calling card for affordable and convenient ISD calls from India.
Announces India's First MPLS Global VPN Solution in partnership with MCI
Launches the first regional Customer Contact Centre in Chennai
Mukesh D. Ambani, Chairman, Reliance Infocomm, receives Voice & Data "Telecom Man of the Year" award
Introduces Railway Ticket booking from R World data applications suite of Reliance IndiaMobile
Mukesh Ambani voted the world's most infuential telecom person by UK-based publication Total Telecom.
Reliance Infocomm bags the CDMA Development Group's 3G CDMA Industry Achievement Award for International Leadership.
Introduces Dhirubhai Ambani Pioneer Offer for Reliance India Mobile service
Launches Reliance Web World in top 16 cities
Launches International Long Distance Services
Commissions all backbone rings
Introduces colour handsets
Launches Reliance India Mobile Service commercially in top 92 cities
with one million customers.
Launches India's first wireless Point of Sale (POS)
Introduces "Monsoon Hungama" Offer: Instant multimedia mobile phone and connection for just Rs 501.
Sets world record - acquires one million customers in 10 days
Launches R Connect Internet connection cable
Introduces Reliance IndiaPhone Fixed Wireless Phone and Terminal
"Navratri" a data service in R-World posts a world record of 10 million downloads on the first day of the launch.
R World clocks a phenomenal 1 billion hits in 1 month
Launches integrated broadband centre at Reliance WebWorld, Bangalore
Deploys pilot of Home Netway in Mumbai
Reliance becomes India's largest mobile service provider within 7 months of commercial launch
Customer base touches 5 million
Migrates to Unified License Regime
Launches National Roaming
Launches International SMS to 159 countries launched
Adds 4500th Contact Centre Executive
Contact Centre becomes the largest such facility deployed by any single Indian Service Provider
First Base Transceiver Station (BTS) made "Ready for Electronics"
Obtains International Long Distance License from Govt. of India
Commissions 1st Optic Fibre Backbone ring
Establishes 1st Point of Interconnect (POI) in New Delhi
Hon'ble Prime Minister of India Sh.Atal Behari Vajpayee e-inaugurates Reliance Infocomm
Hon'ble Union Minister for Parliamentary Affairs, Information Technology and Communications, Pramod Mahajan, inaugurates NNOC
First Media Convergence Node made "Ready for Electronics" at Jaipur
Optic fibre laying process commences in Gujarat, Andhra Pradesh & Maharashtra
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
The Reality, November 15
Reliance Infocomm begins Project Planning
A DREAM COMES TRUE:
The Late Dhirubhai Ambani dreamt of a digital India — an India where the common man would have access to affordable means of information and communication. Dhirubhai, who single-handedly built India's largest private sector company virtually from scratch, had stated as early as 1999: “Make the tools of information and communication available to people at an affordable cost. They will overcome the handicaps of illiteracy and lack of mobility.”
It was with this belief in mind that Reliance Communications (formerly Reliance Infocomm) started laying 60,000 route kilometres of a pan-India fibre optic backbone. This backbone was commissioned on 28 December 2002, the auspicious occasion of Dhirubhai's 70th birthday, though sadly after his unexpected demise on 6 July 2002.
Reliance Communications has a reliable, high-capacity, integrated (both wireless and wireline) and convergent (voice, data and video) digital network. It is capable of delivering a range of services spanning the entire infocomm (information and communication) value chain, including infrastructure and services — for enterprises as well as individuals, applications, and consulting.
Today, Reliance Communications is revolutionizing the way India communicates and networks, truly bringing about a new way of life, relationship and help to develop these concepts. Together, these ideas can be converted into products and services that have great market potential.
Reliance - ADA Group's flagship company, Reliance Communications, is India's largest private sector information and communications company, with over 80 million subscribers. It has established a pan-India, high-capacity, integrated (wireless and wireline), convergent (voice, data and video) digital network, to offer services spanning the entire infocomm value chain.
Other major group companies — Reliance Capital and Reliance Infrastructure — are widely acknowledged as the market leaders in their respective areas of operation.
CONCEPT OF RELIANCE COMMUNICATION
Anil Ambani: Telecom person of the year 2007
His marketing strategy has made millions of Indians happy, they got the best mobile tariffs in the world-local call costs at 15 paise/minute, and STD call at 40 paise/minute
NEW DELHI, INDIA: When the VOICE&DATA jury, comprising eminent professionals from the telecom field, met in Delhi in June to choose the Telecom Person of the Year 2007, the five-hour selection process was steamy.
The reason was obvious: The telecom sector is growing faster than any other segment and naturally their CEOs have a lot to crow about. The jury had to select one from three CEOs, who had made it to the final list through nominations from the industry and the initial scrutiny. Among the three, one of the main contenders was a young CEO. The jury decided that he should come back next year to try and win the coveted award. The list now had two names-both CEOs of two well-known companies. The pivotal difference between the two: one is an entrepreneur and the other is not so popular, as his credit is shared among a number of his big daddies.
Following a five-hour closely held, hotly debated discussion, the name was announced: Anil Dhirubhai Ambani, chairman of Reliance Communications. Anil Ambani joined Reliance Industries (currently promoted by his brother Mukesh Ambani, following their split) in 1983 as co-chief executive officer. Forbes ranked him number 104 among the World's Richest People in 2006. The Ambani family faced criticism when it announced its ambitious plans to build a countrywide telecom network, as its prior expertise lay in commodities-textiles and petrochemicals-business only. Apart from that telecom needs a service-oriented mindset, critics felt. What they did not remember was how the family had served its millions of shareholders.
Policies in India are made in line with Ambani's vision, says an industry expert. His business acumen and closeness to politicians assisted him in making it to the Rajya Sabha in June 2004, as an independent member. Ambani chose to resign voluntarily on March 25, 2006.
The same association with politicos gave him negative returns too when the Mayawati Government in Uttar Pradesh put a spanner on his ambitious plans to build a 1,200-acre SEZ.
Media sees his aggression when he announces financial results for the Reliance ADA group of companies, and when he attends the annual general meetings and faces questions from shareholders. When he meets the press, he has answers to all their questions. He also remembers to call select journalists by name.
To merchant bankers he, who has already contributed immensely to the financial reforms of the country, is one of the financial wizards of the world. May be because of his expertise, he gave up in the race to grab Hutchison Essar stake, after indirectly jacking up the valuation. His negotiations with the Qualcomm chief are also a folk theory now.
How did Ambani become the VOICE&DATA Telecom Person of the Year 2007? What are his personal and organizational achievements in the recent past?
His path-breaking marketing strategy that was put in by the strongest team of telecom professionals the country has ever seen has made millions of Indians happy as they got the best mobile tariffs in the world. The aggression resulted to adding to his already swollen kitty. Every hour India will be adding around 20,000 new mobile customers and Reliance Communications over 4,000. When mobile telephony first began in India, a local call cost Rs 16 per minute; an STD Rs 50; and a call to the US Rs 100 per minute. With Reliance Communication's pioneering price initiative, a local call now costs a mere 15 paise per minute, STD 40 paise, and a call to the US costs less than Rs 2 per minute. The presence of Reliance Communications is making the competition in India panicky. Global telecom forces will also shortly start feeling the heat. Ambani has also recently announced his Rs 1,200 crore buyout of Yipes Holdings.
* Undertook financial restructuring of Reliance communications
* To spend Rs 16,000 crore to expand and strengthen network coverage
* After expansion, Reliance Communications will have the single largest wireless network in the world
* Launched the lowest-cost classic brand handset at Rs 777
* Subscriber base grew to over 28 mn during last fiscal, registering 60% growth
* Total Revenue shot up to Rs 14,468 crore, an increase of 34%
* Net Profit rises to Rs 3,163 crore, an increase of over 600%
* Revenues of the wireless business increased by 46% to Rs 10,728 crore
* Broadband achieved revenue growth of 123% to Rs 1,144 crore
* Market capitalization crossed Rs 100,000 crore
* Will add 23,000 more towers
* Telecom services will be available in over 23,000 towns and 600,000 villages
* Next generation DTH network has been launched end of the year
Reliance Communications' wireless subscriber base grew to over 28 mn last fiscal, registering a 60% growth. This makes it one of the top two wireless operators in India.
"Economic growth in the future will be indexed to connectivity of millions of enterprise and individual customers. Over the next few years, we will have over 100 million customers, making us one of the top 5 telecom players in the world. In four years, we put up a total of 14,000 towers across the country. This year alone we will add 23,000 more towers. Our wireless network is currently available in 10,000 towns. By the end of this year, it will be available in over 23,000 towns and 600,000 villages," Anil Ambani said at the first annual general meeting of Reliance Communications since the re-organization of the Reliance Group in June 2005.
"In four years of operations, we invested around Rs 32,000 crore. This year alone we will invest over Rs 20,000 crore. At the end of this year, we will have covered over 90% of our population. If Version 1.0 of the Indian telecom story was all about affordability, Version 2.0 will be about reach. Our Network expansion will give us the power to drive the market and stay ahead of the curve," Ambani adds.
According to Ambani, the financial restructuring of Reliance Communications is the biggest turnaround story in the history of corporate India. The inherited ownership structure of Reliance Communications was complex. The reorganization has yielded a simple, fair, and transparent ownership structure, and given Reliance Communications 100% ownership of all operational and associate companies.
Reliance Communications is now among the three most valuable private sector companies in India, and the five most valuable telecom companies in Asia. In the current
Fiscal, Reliance Communications will spend Rs 16,000 crore to further expand and strengthen its network coverage across India and the rest of the world.
In addition to organic growth, Reliance Communications will leverage the advantages derived from this impressive financial platform to explore and pursue any significant
Opportunities available in the telecommunications sector. "We are currently evaluating a number of inorganic opportunities in select international markets to further expand our footprint," Ambani said.
Reliance Communication's One India, One Tariff plan allowed millions to connect across India at just one rupee a minute. The company was the first one to break the Rs 1,000 entry-barrier with the launch of the lowest-cost classic brand handset at Rs 777.
As per its expansion plan, Reliance Communications will have the single largest wireless network in the world, covering over 900 mn Indians or more than 15% of the global population. It will cover 23,000 towns or every single Indian habitation with a population of over 1,000. Reliance Communications will cover almost 100% of all rail routes, providing seamless voice, video, radio, and Internet connectivity to 14 mn commuters every day. It will also cover almost 100% of all national highways, and 84% of all state highways, giving millions of users the power to talk, text, surf, play, chat or simply stay in touch across nearly the entire length of India's 2,00,000-km-long road network.
Having achieved tremendous growth, the main challenge for Reliance Communications is to improve quality of service and ARPU. Its enterprise business is also not in a position to compete with the global majors. Stock market valuations may boost the fortunes of an entrepreneur, but Ambani needs to address the issues faced by the growing mobile customer base, especially in India, where bureaucracy takes pride in checking the businessman.
(2) AN OVERVIEW OF CURRENT MARKET SCENARIO
Reliance Communications (formerly Reliance Communications Ventures) is one of India's largest providers of integrated communications services. The company has more than 20 million customers and serves individual consumers, enterprises, and carriers, providing wireless, wireline, long distance, voice, data, and internet communications services through a number of operating subsidiaries. The company sells communications and digital entertainment products and services through its chain of Reliance Web World retail outlets. The company's Reliance Infocomm subsidiary provides wireless communications services throughout India. Reliance Communications is part of the Reliance - Anil Dhirubhai Ambani Group.
The current network expansion undertaken by Reliance is the largest wireless network expansion undertaken by any operator across the world.
It was with this belief in mind that Reliance Communications (formerly Reliance Infocomm) started laying 60,000 route kilometres of a pan-India fibre optic backbone. This backbone was commissioned on 28 December 2002, the auspicious occasion of Dhirubhai's 70th birthday, though sadly after his unexpected demise on 6 July 2002.
Reliance Communications has a reliable, high-capacity, integrated (both wireless and wire line) and convergent (voice, data and video) digital network. It is capable of delivering a range of services spanning the entire infocomm (information and communication) value chain, including infrastructure and services — for enterprises as well as individuals, applications, and consulting.
Today, Reliance Communications is revolutionizing the way India communicates and networks, truly bringing about a new way of life.
We will leverage our strengths to execute complex global-scale projects to facilitate leading-edge information and communication services affordable to all individual consumers and businesses in India.
We will offer unparalleled value to create customer delight and enhance business productivity.
We will also generate value for our capabilities beyond Indian borders and enable millions of India's knowledge workers to deliver their services globally.
CHAPTER - 2
INTRODUCTION OF THE TOPIC
What is SWOT Analysis?
SWOT analysis is a basic, straightforward model that provides direction and serves as a basis for the development of marketing plans. It accomplishes this by assessing an organizations strengths (what an organization can do) and weaknesses (what an organization cannot do) in addition to opportunities (potential favorable conditions for an organization) and threats (potential unfavorable conditions for an organization). SWOT analysis is an important step in planning and its value is often underestimated despite the simplicity in creation. The role of SWOT analysis is to take the information from the environmental analysis and separate it into internal issues (strengths and weaknesses) and external issues (opportunities and threats). Once this is completed, SWOT analysis determines if the information indicates something that will assist the firm in accomplishing its objectives (a strength or opportunity),
SWOT analysis is a general technique which can be applied across diverse functions and activities, but it is particularly appropriate to the early stages of planning for a TIPD visit. Performing SWOT analysis involves generating and recording the strengths, weaknesses, opportunities, and threats relating to a given task. It is customary for the analysis to take account of internal resources and capabilities (strengths and weaknesses) and factors external to the organization (opportunities and threats).
SWOT analysis can provide:
A framework for identifying and analyzing strengths, weaknesses, opportunities and threats.
This checklist is for those carrying out, or participating in, SWOT analysis. It is a simple, popular technique which can be used in preparing or amending plans, in problem solving and decision making.
Illustrative diagram of SWOT analysis If SWOT analysis does not start with defining a desired end state or objective, it runs the risk of being useless. A SWOT analysis may be incorporated into the strategic planning model. An example of a strategic planning technique that incorporates an objective-driven SWOT analysis is SCAN analysis. Strategic Planning, including SWOT and SCAN analysis, has been the subject of much research.
Strengths: attributes of the organization those are helpful to achieving the objective.
Weaknesses: attributes of the organization those are harmful to achieving the objective.
Opportunities: external conditions those are helpful to achieving the objective.
Threats: external conditions that is harmful to achieving the objective.
SWOT analysis can be used for all sorts of decision-making, and the SWOT template enables proactive thinking, rather than relying on habitual or instinctive reactions.
The SWOT analysis template is normally presented as a grid, comprising four sections, one for each of the SWOT headings: Strengths, Weaknesses, Opportunities, and Threats. The free SWOT template below includes sample questions, whose answers are inserted into the relevant section of the SWOT grid. The questions are examples, or discussion points, and obviously can be altered depending on the subject of the SWOT analysis. Note that many of the SWOT questions are also talking points for other headings - use them as you find most helpful, and make up your own to suit the issue being analyzed. It is important to clearly identify the subject of a SWOT analysis, because a SWOT analysis is a perspective of one thing, be it a company, a product, a proposition, and idea, a method, or option, etc.
Here are some examples of what a SWOT analysis can be used to assess:
* a company (its position in the market, commercial viability, etc)
* a method of sales distribution
* a product or brand
* a business idea
* a strategic option, such as entering a new market or launching a new product
* a opportunity to make an acquisition
* a potential partnership
* changing a supplier
* outsourcing a service, activity or resource
* an investment opportunity
(2) PROBLEM BEING FACED
· Lack of communication between retailers and distributor
· Lack of improper distribution channel
· Not regular visit of DSE and Runner
· All retailers are not aware of new scheme of RCOM
· Lack of sales promotion and advertisement
· Retailer doesn't get claim at proper time
· No visit of DL or any other person to the retailer's shop
* Low Entry Cost
* Commission Structure
* Fast Activation Process
* Data GPRS
* Branding Image
* Distribution problem
* Limited product portfolio- Only Mobile
* Lack of Competitive Strength
* Limited Budget
* Preference of GSM over CDMA
* New Specialist application
* Rural Telephony
* New Market, Vertical, Horizontal
* Competitors` Vulnerabilities
* Political destabilization.
* New Entrants
* IT Development
* Market Demand
* Seasonality,Weather Effects
RELIANCE COMMUNICATION LIMITED
(3) WHAT DOES COMPANY EXPECT TO DO BY SOLVING THE PROBLEM
· Customer Satisfaction
· Retailer Satisfaction
· Increase in Sale
· Sales Promotion
· Proper Distribution Channel
STRATEGIC WEAPONS OF RELIANCE
The sharpest weapon that a corporation can develop to survive and thrive, in the globalized market place is competitiveness. Its cornerstone, as articulated by strategy Guru Michael Porters is. its ability to create more value, on a sustainable basis, for the customer than its rivels can. The competitiveness of a corp. flow froms a clearly defined strategy, devised after analysis the different forces in the industry impacting on the company, According to Porterian three generic alternatives:
Cost leadership, differentiation, or strategic focus.
Applying these principles along with the related ones of building entry barriers, erecting economics of scale, developing marketing competitors Reliance has attained global levels of competitiveness adopting a single unique route to attain competitive status (their competitive weapon is the scale of operations).
Reliances led achievement in manufacturing is, of course, its comment once process technology since its products do not need cutting edge. Not only has Reliance pushed its production capacity beyond normal levels, its has develop supervisor processes to increase the utilisation and cost efficiency levels.
The company has technical collaborations with Du-Pont Canada, Unipol/sheel technology Japan, and Sinco technology Japan which name enhanced their capabilities in the areas of production efficiency and quality improvements - this helping Reliance to supply to its customers the best of quality at the right price.
Communication is the synergy of information and communication services brought about by the digitalisation and convergence. In the fast moving and competitive knowledge era, Communication is not only a driver of growth but also competitiveness. Reliance Communication is revolutionising telecommunication in India by provisioning services that would match with the leading operators of the most developed countries. These services are the outcome of state-of-the-art network technologies that have been inducted in the Reliance Communication network.
Our network consists of the latest switching, transmission and access technologies. The core of the network consists of fiber deployed throughout the country. Deployed over the fiber media are the DWDM and SDH transmission technologies in ring topology to provide ultra-high bandwidth capacity and failure proof backbone. Besides circuit switched technologies, the backbone also has an IP architecture and uses MPLS technology to carry data on an overlay network. In addition gigabit ethernet provide broadband services on wireline access.
The switching technology deployed in our network is based on a combination of wireline and wireless switches. While state-of-the-art digital feature-rich wireline switches meet the growing needs of Indian corporates, the CDMA 1X based wireless switches are advanced enough to provision not only quality spectrum efficient voice services but also 144 kbps of data rates besides SMS and MMS services. CDMA 1X provides an in-built connectivity to internet which gives users the power of accessing internet and data services anytime. These switching technologies enable us to provide high quality of voice and data services to give a new experience to users.
The entire network is seamlessly integrated with the deployment of a range of operations and business support systems (OSS / BSS). These systems help make our operations more efficient and customer friendly. In addition, the state-of-the-art NOC helps us monitor our entire network at one place. Call center technologies deployed would help us give the best customer service.
Finally, the most important aspect of our services is the range of feature-rich CDMA 1X handsets with wider colour display at attractive prices. All handsets are data enabled that permit users to access our bouquet of services.
The technologies help Reliance Communication to provide world class telecom services in both voice and data at prices affordable by the Indian masses.
Advertising & Promotional Strategy
“Doing business without advertising is like winking at a girl in the dark, you know what you are doing but nobody else does”.
Reliance is a big or one may say a massive industrial by :- with its rapid industrial vertical integration it has created awareness and an image for itself, in the domestic as well as international markets. This itself is a promotional tool.
Vast recognition to Mr.Ambanis achievement in business magazines, newspapers. International magazine have itself helped in promoting the company and is good in the country. Recognition to Mr. Ambani work hear also seen when he received the awarded for the best industrialist by the Wharton school of management USA.
Most of the advertising for Reliance is done by the Advertising Agency "Mudra" which is there in house agency.
The company is an industrial product advertiser. Some most common objective of its one to inform, to bring in orders, to stimate queries, to empanel the marketers name on the buyers panel of sources industrial advertising is prepared in the form of message inserted in trade journals and lay press. It motivates the distributors. It also seeks to develop and build up a corporate image. It reminds the final consumer about the part it play in offering to them the final product.
Reliance's customer focused R&D efforts comprise a critical part of its competitive arsenal used for creating customers and enhancing market share.
Quality initiatives at Reliance are closely integrated with R&D efforts, R&D is aimed at product quality enhancement, enhancing customer serve, new product developments, process improvement, and development of more environment friendly processes.
Reliance's customer focused R&D efforts comprise a critical part of its competitive arsenal used for creating customers and enhancing market share. New product applications developed by the R&D team continue to be key drivers of incremental demand growth for Reliance's products. While introducing new products, technical interaction with customers is encouraged for understanding their requirements to fulfill their quality needs. R&D efforts are thus fine tuned to deliver solutions. The focus of the R&D and market development efforts is not merely to sell and service customers but to deliver value.
Reliance's R&D efforts are through ongoing internal efforts as well as joint efforts in collaboration with the premier research organizations in India such as National Chemicals Laboratory, University Department of Chemical Technology (UDCT), Indian Institute of Technology (IIT) and the Bhabha Atomic Research Centre (BARC).
Reliance's Product Applications Research Center (PARC) has been at the forefront of applications research in India. PARC - the technical wing of Reliance - is active in various customer awareness initiatives and development of new product applications.
Equipped with most modern instruments and equipment and manned by well talented technologists. PARC is today a state of the art technology center in the Indian petrochemical industry. Its regular publications and programs meet with great acceptance from customers. The many presentations made by PARC teams over the year have been recognized as well researched and highly relevant. These presentations and other PARC initiatives have established Reliance's position as a company dedicated towards applying latest technology for the customer's benefit in an environment friendly way.
We believe that : Our aims of employee development are not just about acquiring skills to solve specific problems but also expanding minds to address problems and opportunity which have not become apparent with full understanding of cross functional linkages.
Continuing personal development is the constant obligation of all employees and constant responsibility of all Executives, Managers and Supervisors. The development and use of human potential and a learning organization is our bridge to continue success in the future.
FUNDAMENTAL TO THE WORK OF THE RELIANCE ORGANISATION AND ITS ULTIMATE competitive position, is a respect for the development of the employee through self-help and guidance to foster common purpose and cohesion.
We believe that:
* Our aims of employee development are not just about acquiring skills to solve specific problems but also expanding minds to address problems and opportunities which have not become apparent with a full understanding of cross-functional linkages.
* Continuing personal development is the constant obligation of all employees and constant responsibility of all Executives, Managers and Supervisors.
The development and the use of human potential and a learning organisation is Reliance's bridge to continued success in the future.
Reliance is a relatively young company. The average age of employee in the organisation is just 36 years. While wisdom comes from the top, decision making is pushed down below. More importantly, people at Reliance have been drawn from diverse academic backgrounds - but with the fire and enthusiasm to take on increase - kingly bigger challenges. There is a continuing emphasis on inducting fresh talent. During the year 1997-98. as many as 216 fresh graduate engineer trainees were inducted into Reliance.
An emphasis has been placed on recruiting people with formal training that matches their job profile.
Vision of Reliance communication
Reliance Communication envisions a digital revolution that sweep the country and bring about a New Way of Life. A digital way of life for a New India.
With mobile devices, netways and broadband systems linked to powerful digital networks, Reliance Communication usher fundamental changes in the social and economic landscape of India.
Reliance Communication help men and women connect and communicate with each other. It enable citizens to reach out to their work place, home and interests, while on the move. It enable people to work, shop, educate and entertain themselves round the clock, both in the virtual world and in the physical world. It make available television programmes, movies and news capsules on demand. It unfurl new simulated virtual worlds with exhilarating experiences behind the screens of computers and televisions.
Users of Reliance Communication's full range of services would no longer need audiotapes and CDs to listen to music. Videotapes and DVDs would not be necessary to see movies. Books and CD ROMs would not be needed to get educated. Newspapers and magazines would not be required to keep abreast of events. Vehicles and wallets become unnecessary for shopping.
Reliance Communication disseminate information at a low cost. "Make a telephone call cheaper than a post card". These prophetic words of Dhirubhai Ambani be a metaphor of profound significance for
Reliance Communication regularly unfold new applications. Continually adapt new digital technologies. Create new customer experiences. Constantly strive to be ahead of the world.
Reliance Communication transform thousands of villages and hundreds of towns and cities across the country. Above all, Reliance Communication pave the way to make India a global leader in the knowledge age.
The Reliance: LAUNCHING STRATEGIES
Reliance communication is in the process of establishing a nation-wide, high capacity, integrated (wireless and wire-line) and convergent (Voice, data and video) digital network, to offer services that span the entire communication value chain - infrastructure, services for enterprises and individuals, applications and consulting. The company's punch line for prospective customers recalls Dhirubhai Ambani's words : “Male a telephone call cheaper than a post card”.
The network based on code division multiple access (CDMA) technology aims to cover more than 65 percent of India's urban population. A senior Reliance official told frontline that the company opted for this platform because CDMA is the best technology. GSM (global mobile communications) is history. Reliance says the difference between the two technologies is significant. “Reliance's delayed launch is costing it not only in terms of revenue but in credibility as well” a telecom analyst said.
Having realised this, and in order to stymie its competitors from cornering the entire subscriber base, Reliance is offering free access to its network until the commercial launched. The tactic appears to be aimed at capturing subscribers who would not mind checking out the service. When it is launched they would have realised its benefits and continue using it paying competitive fees. This also gives them time to test the quantity of the network. By that time issues such as interconnect, SMS (short messaging service) and Internet may get sorted out.
Mehesh Uppal, director, Telecommunications and Computer Information Systems, is critical of the regulatory framework. “We are perhaps the only country where CDMA-based mobile services are treated as an extension / add-on of a fixed line service rather than like any other mobile service. The two technologies compete aggressively in the mobile market the world over. That is what they should do in India”. he pointed out that the “real issue” was not whether should be allowed or not. Since 1999, the regulatory framework regards in technology natural terms except with respect to the last mile.
The crux of the issue that has raised a controversy is whether CDMA-based can be used by fixed-line operators on terms and conditions not of mobile licences but fixed-line basic licences come with vastly different and much more favourable interconnect terms for fixed-line operators which cellular operators do not have. Uppal believes that the earlier choice of GSM “was a good one”. “The market was nascent. It was a small market. Had there been different technologies, the market would have been split and made it even more difficult to achieve volume efficiencies,” he remarked.
He argues: “Since both technologies have came into their own, they should be allowed to compete head-on. We should not have the current regulation, which applied different sets of terms and conditions for their use. Technology neutrally is a must”. The Reliance strategy is to straddle all three segments of operations in telecom - fixed line, mobile and limited mobile, or services. Analysts and commentators agree that TRAI is likely to remove the separate status as a category of service that has been accorded to . The company already has a presence in national and international long-distance telephony. TRAI's recent ruling on tariffs has benefited operators. There are already murmurs that the ruling fits Reliance's requirements very well. Although cellular operators, notable among them the Bharti Group, have alleged that they stand to lose Rs. 2,000 crores because of the free incoming calls mandated by TRAI charges, industry sources say that it is now pay back time for cellular operators, who have consistently benefited from favoured treatment at the hands of tRAI.
The clear losers are, however, the two publicly owned fixed-line telecom operators, Bharat Sanchar Nigam Ltd. (MTNL). Although the new interconnect charges prescribed by TRAI appears to have “levelled the field” between and cellular operators, the regulator has tilted the balance in faviour of the companies by fixing differential pulse rates for the two sets of operators. Subscribers of fixed-line operators in a non-metro- typically of MTNL or BSNL - be charged on a pulse rate of 120 seconds if they call a phone. However, calls to a cell phone be charged at a pulse rate of 60 seconds. In effect, calls to call to a phone. It boils down to this: it is cheaper to call a phone than a cell phone, although the two platforms are basically the same. The picture is even more gloomier from the viewpoint of the two public sector companies, which have played a major part in extending the reach of telecom in India in the last decade. First, their tariffs have been increased; this implies that subscribers have greater incentive to migrate out of their networks, into the hands of competitors who may be seen to be offering a better price for the service. Second, the structure of the interconnect charges is such that the two public sector companies earn lower revenues if their subscribers call subscribers belonging to rival companies, rather than cellular subscribers. In effect, the TRAI ruling mandates that BSNL and MTNL subsidize the services of rival companies. Moreover, the regulator has prepared the ground for a shakeout in the telecom industry by, in effect, pushing existing MTNL and BSNL subscribers to migrate to another, preferably platform. And, if the owner of that platform happens to be Reliance!
One of the elementary principles of networking relates to the way in which subscribers attribute value to a network. The network is only as good as its reach. As the size of the network increases, so does its value, but exponentially. Applying this to the Indian telecom industry can be of some use. Basically, the reach of the Indian telecom network is still synonymous with the reach that BSNL and MTNL have. Since the 1990s, the cellular operators have established small networks, but have ridden the publicly owned system that has been laid with considerable public investment. With the entry of Reliance, and the government's own commitment to sell BSNL and MTNL in the not-too-distant future (Mahajan is on record as having said that BSNL “ not be sold before 2004”), it is evident that the field is being prepared for the appropriation by private companies of infrastructure built by publicly owned companies.
Reliance has offered STD calls between it phone users at 40 paise per minute, and added value to the proposition with the offer of a CDMA handset in exchange for the GSM-based cellular phone and finance for a deferred payment option. The offer remain on paper unless Reliance expands its own network of subscribers. But until such time that its system acquires a critical mass, subscribers may be deterred from climbing on to the Reliance bandwagon. What the new tariff structure does is to apply the pressure on customers of other networks - subscribers to fixed-line operators and cellular operators, in that order - to migrate to the Reliance or another platform, say, that of the Tatas. Reliance also plans to use the CDMA to offer both SMS, and other data services to retail customers, on its basic telephone package. For corporate customers, the company's investments in optic fibre offers broad-band connectivity. Its presence in the long-distance segment enable it to provide “end-to-end services” for such clients. It has promised that the dial-up Internet “be passe”. It is evident that Reliance is aiming to grab market shares quickly.
Mukesh Ambani, the company's chairman, told reporters at the launch of Reliance communication that the company aimed to provide anything between 1 and 8 million handsets by March 2003. To put this is perspective, all the cellular operators together serve about 10 million subscribers. The sharp increase in tariffs effectively rule out any increase in teledensity in the short term. Analysts, who had suggested prior to the TRAI ruling that teledensity increase sharply because of the entry of Reliance are likely to be way off the mark because the tariff revision impact significantly on their prediction.
The Bharati Group has been among the key beneficiaries of the regulatory system so far. Bharati has operations in 15 cellular circles and five basic circles; it has era of “managed competition”, it have to make at least some way for Reliance. Reliance has licences that it had from the initial foray in the first round of licence auctions. Instead, it appears to have placed its bets rather early on the CDMA platform. In 2001, it gathered other services operators and lobbied successfully with the Department of Telecommunications (DoT), the Union Communications Ministry, TRAI and the apex tribunal to allow limited mobility within a short distance. Until then was perceived only as a solution to bridge the “last mile” problem in the telecom network.
(The Reliance Group has a total revenue earnings of rs.65,000 crores a cash profit of over Rs.7,500 crores, a net profit of over Rs. 3,600 crores and exports of Rs. 11,400 crores. The group has total assets valued at Rs. 69,000 crores.)
a senior Reliance official told Frontline said that TRAI's ruling “has worked in our favour”. Although he lamented the plight of the “average consumer”, he pointed out that they did have a better alternative in Reliance. According to an informed source, TRAI “may actually be a single tariff regime”.
A Reliance Official Told An Economic Daily Recently: “Don't Forget That Our Company May Seem To Be Diversified, But It Has Built A Core Competence In Terrific Project Management And Government Liaison Skills Which Are A Must Core Sector Ventures”. That, More Than Anything Else Sums up the Behemoth's Foray into the Telecom Sector and the Regulations That Govern It.
What Should Reliance Do
§ Aggressive promotion of services and product with their competitive benefits than other service provider in market. Only promoting the Unlimited STD offer not serves the purpose.
§ Come up with competitive plans in prepaid market also. At present we have only Rs700/- and Rs435/- plan only in prepaid services for Unlimited STD. (Reliance has recently launch the lowest prepaid plan starting from Rs150/-).
Still fighting to break the leadership of Airtel in cellular market, in spite of fact Reliance has lowest call rates at present.
(Source: COAI and AUSPI)
This is total user base of Delhi region. Airtel is maintaining the leadership in the market followed by Vodafone and then comes Reliance.
§ Airtel is a big old name in the cellular market.
§ Airtel always come up with some innovative plans and services for its customer for e.g. Airtel was first one to come up with concept of Hello Tunes, Airtel was first one to launch Advance Rental scheme, it has special plans for youth, women and senior citizens. Airtel has something for all.
§ Vodafone has zero rental plans for its customer and very competitive call rates.
§ Both Vodafone and Airtel has roped up the best in the country as their brand ambassadors. Vodafone has Rahul Dravid; Airtel has Shahrukh Khan and Sachin Tendulkar.
§ Airtel and Vodafone push large amount of money in the promotion of their services, and keep inform their customers about any new plan in market.
Benefits of Reliance
§ With Reliance you can start enjoying the mobility from Rs1800/- only.
§ Reliance has postpaid plan starting from Rs99/-. No service provider has any plan lower than Rs149/-. In this way Reliance cut down your initial cost for enjoying the mobility.
CHAPTER - 3
(1) RESEARCH PROBLEM
Collection of Data of other companies -Tata Indicom, Airtel & BSNL
Retailers some time gives wrong data
Limitation of time and money
(2) RESEARCH OBJECTIVE
* To know the demand of RCOM bundle offer along with LGRD 3000 and 6100 as well as the demand of RCOM Bachat pack Sim in the market
* To help in development and introduction of new product
* To identify the company position among competitors
* To determine those factors which persuade retailers for sale of RCOM Sims/product
* To find out which type of schemes retailers prefer and why?
* To study the effect of irregular supply on the sale of the product
(3) SUBJECT OBJECTIVE
* To compare the Airtel and Tata indicom Bundle offer with RDLG 3000, 3500 & 6100 for analyzing the status of RCOM Bundle Offer
* To identify the Market share of RCOM
* To find out the basic problems of retailers
* To find out the performance of Distributor
* To find out the basic problems of Channel of Distributor
* To find out the Claims pending of Retailers
(4) INFORMATION REQUIREMENT
Complete Price structure of RCOM, Airtel & Tata Indicom offer which includes
* Sim Processing Fees
* Discount Offered
* Schemes offered
* Service Tax
(5) SOURCES OF INFORMATION
* Data collected from the Company
* Secondary Data
* Sales Executives
* Other Trainees (Runner)
(6) SCHEMES, PRODUCTS
v Reliance Base Phone
v Reliance Mobile
v Reliance Data Card
v Reliance Voucher, E-Recharge
v Reliance PCO
v Reliance Broad Band
PRODUCTS FOR THE MONTH OF JULY 2009
FULL T.T of 55 (off net 43+on net 12)
FULL T.T of 77(off net)
TALK TIME of Rs. 222 (off net)
TALK TIME of Rs. 333 (off net)
TALK TIME of Rs. 555 (off net)
Local on-net mobile unlimited FREE (validity 30 days)
Local & STD on-net mobile unlimited FREE (validity 30 days)
All STD@ Rs. 1 per minute (validity 30 days)
All Local@ Rs. 0.50/min and all STD@ Rs.1/min (valid. 30 days)
On-net Local@33PAISE, Off-Net Local@49 Paise (valid. 30 days)
On-net Local@33PAISE, Off-Net Local@Paise, all STD@99 Paise (30D)
On-net Local FREE between 10PM to 8AM& other local@50 paise (30D)
FREEDOM TARIFF, TALKTIME Rs. 147.5 AND VALIDITY 30 DAYS
F.T, TALKTIME RS. 888 AND VALI. OF 8 MONTHS
Talk Time 175/ & Local On-net Unlimited FREE ( 30 days)
Local Reliance Mobile & Reliance Vodafone Unlimited FREE ( 30 days)
Talk Time Rs. 399.37 & Local On-net FREE B/W 11pm to 6am, ( 30 D)
500 LOCAL SMS FREE & VALIDITY 30 DAYS
STD CALLING CARD
RELIANCE MOBILE HAND-SET
RD LG 3000
RD LG 3500
RD LG 3600
RD LG 6100
I. MARKET VISITING & SURVEY (18/5/2008 to 26/5/2008)
II. APPROACH FOR NEW RETAIL COUNTER(12/6/2008 to 19/6/2008)
III. TO LAUNCH NEW SCHEME THROUGH THE CANOPY (24/7/2008 to 4/7/2008)
MARKETING VISITING & SURVEY - 12TH May was my first day of summer training in Reliance communication in Delhi. I met to BHUPENDRA SINGH sir. He took my interview and selects me for summer training. Then he chose my mentor Mr. AJAY who guides me in summer training. After that I had to do my summer training under in Ajay sir.
TIKRI BORDER,NANGLOI PART-1
PASCHIM VIHAR,CHANDRA VIHAR
UTTAM NAGAR -1
UTTAM NAGAR -2
First day I went Jai Agency that have the Distributor ship of Reliance Communication. Then after we met the Three DSR (Distributor Sales Representative).Through the DSR we saw and got the all information about the market and knew that how they work and how increase the goodwill of Reliance Communication. They give the regular information about current scheme & plan. We saw that there were more than 534 hundred small & big counters under the Jai Agency.
AREA OF DSR UNDER JAI AGENCY
Time of visited all retail counters with DSR I learnt all those thing how to explain in front of retailer about the plan & schemes and main thing I learnt there how to convince for accepting a big budget schemes. We familiarized with some kinds of problems those having been retailer, in his working day with customers. After finishing all the counters I went again to the main office for reporting my work to Ajay sir. Along with all work we had to also seen those some counters which did not keep recharge voucher, E-recharge and some types of reliance handset like GSK & CDMA. The main reason through which they can not keep the above given facilities is that they were not telling their problem with us. For removing these problems, there was only one way that they have to tell us their problem with us through which we can remove that problem. Therefore at last I asked the problem and they shared with us their problem. Since I was a junior therefore it was my responsibility to keep all the problems in front of Mr. Ajay sir.
It was my marketing visiting for the 7 days which was the great experienced work for me. In this period I learnt some kinds of idea for increasing the sale, also I got familiarized with those problems which generally come in the market for selling purpose.
FULL NAME OF SOME KINDS OF SERVICE
LTV - Life Time Validity
CAF - Customer Application form
GSK - Get started Kit
FWP - Fix Wireless Phone
STV - Special Tariff voucher
OTAF - Over the Air Fulfillment
FRC - First Recharge Coupon
GSM - Global System of Mobility
CDMA - Code Dual Module Assessment
APPROACH FOR NEW RETAIL COUNTER - In the second phase of my training I got the target for opening 45 new counters in the whole area that comes under in Mr. Ajay sir. I achieved my target within 19 days for the 45 counters new approach I moved all around the area which comes under in Mr. Ajay sir. I was having the different kinds of plans and schemes through which I could make the new counters. Area was as follow:
Mohan garden, Rama garden, Peergadi, Uttam nagar,part-1,part-2 and Nangloi part-1 and part-2,chankya place.
I got my 90% target. It was the good achievement for me and according to Mr. Ajay sir it was the much appreciated work which was done by me.
TO LAUNCH NEW SCHEME THROUGH THE CANOPY -
In the last phase of my training one new scheme was launched in the market place and this work was conducted by the organization through me.
In the canopy we had to achieved a target and the target was to provide a latest offer to the customer directly launched by RIM service by reducing the call rate of RS.49/- SIM card and after start the SIM recharge with 46 and call rates will be R2R-25p/m, R2O-50p/m and STD-1 r/m. This offer was specially made for customer not for retail shopkeeper's .during the 7 days period of canopy we have to only analyze the response of customer upon this offer. After that for the selling of SIM we have to provide this offer in the main location of city or in the crowded area like opposite side of Big Bazaar, near of Nangloi, hastsal, peeragadi,Uttam Nagar, Rama garden I got the target for selling 40 SIM cards in a single canopy. But I got very good response from the customer and I sold more than 40 SIM card in a single canopy. That was also my good achievement and I knew how to sale and provide service with product to customer.
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
Type of Questionnaire - Structured
Sampling Unit - Retailer
Sampling Method - Judgmental
Contact Method - Personal Interview
CHAPTER - 4
DATA ANALYSIS & INTERPRETATION
· Data Interpretation & Finding of customer Survey
· MARKET SHARE OF MOBILE SUBSCRIBERS
(1) DATA INTERPRETATION OF CUSTOMER'S SURVEY
Age group - Tabulating in percentage the age group of customers
Above shows that researcher having surveyed 18 respondents, 25% belong to age group 18-28%, 47% belong to age group 28-35%, belong to age group 36-45 and 6% above age of 45.
Income Level Tabulation
The above analysis shows that 42% of the respondents belonged to the 8000/- and below income category, 34% belonged to Rs.8000 to 12000 and 18% belonged to 12000-20000 and 6% above income of 20000/-.
Percentages of customer who are prospective take of a particular service
It was found in the survey that 55% of the respondents intended to purchase either AirTel or Rim services in the future. Out of this 55% more than ½ (that is 30% of the whole sample size) intended to purchase AirTel and 25% intended to purchase RIM
Scaling About RCOMM Service
The survey revealed that 40% of the respondents service RIM as satisfactory. This is a telling comment. However the survey also found out that 20% and 25% of the respondents service RIM as very good and good respectively. There were 5% of the respondents who had nothing to say about the RIM. This is due to low service awareness and low penetration level.
(2) MARKET SHARE OF MOBILE SUBSCRIBERS
MARKET SHARE OF CDMA IN DELHI & NCR
RCOMM - 44%
TATA INDICOM - 56%
MARKET SHARE OF GSM IN DELHI & NCR
AIRTEL - 28%
VODAFONE - 23%
MTNL - 16%
RCOMM - 12%
AIRCEL - 3%
CHAPTER - 5
Indian economy is an emerging one and is growing very fast at the average GDP rate 8-9% so in this emerging market competition level among telecommunication services provides new players are coming who will necessarily intensify the competition. New products and new schemes are being offered by the telecom service providers. The need for large information capacity has grown tremendously due to the demand of real time information. Telecommunication has now become a major information transmission system and telecom has undoubtedly emerged as the most important industry in India. Indian telecom companies are putting in their best offer to rope in major telecom operators of the world e.g. Vodafone, Aircel and MTN etc. are playing their role in synergy with the operation of the Indian companies. Process of acquisition and merger are in process and future will be only for those companies who have an edge over others in the field. Service provided and the better quality of network etc. is provided at affordable cost. In this process of competition it is assumed that only those companies will survive who adopt suitable market strategy and technology innovation and up gradation to suit the aspiration and demand of the consumer.
RCOMM cellular ltd. An Anil D.Ambani Group of cos. Is very fast catching up with the market by providing cheaper calling rates. The market strategies adopted by its executives are bearing fruits and the company although being the Second one to enter the market of DELHI & NCR has found a suitable niche and recognition in the consumer. But this is not a thing for self contentment as the survey reveals that in network, service and distributor, its place is very far behind to other competitors viz. Airtel, BSNL, and Tata indicom etc. so to withstand the competition resources mobilization and technological innovation on the part of cos. To upgrade its quality of network and services is urgently called for.
Market access and growth is alright but the improvement of quality on the above counts is necessity of the time.
Services provided by Retailers: -
All the retailers are dealing in all services i.e. providing Recharge Voucher, SIM, and Tariff Voucher of all the cellular service companies present in DELHI zone. Also most of them provide only pre-paid connection.
Most of the retailers i.e. around 74% of respondents are satisfied with RCOMM brand, 10% of them push RCOMM brand to the customer and rest 16% retailers are not satisfied with RCOMM brand due to claim pending and the distributor. The retailers don't get schemes communicated in time by distributor and distributor does not provide RCV & e-Top properly.
Around 15% of the respondents that there is network problem with RCOMM, on the other hand they found its competitors viz. Airtel, VODAFONE, TATA Indicom network connectivity of very good to good level.
Around 16% retailers which are under JAI AGENCY distributor projected problem with distributors. They don't get schemes communicated in time by distributor and distributor does not provide RCV & e-Top.
Support from company: -
Most of the retailers ensnared that they are supported by the companies' personnel & companies' helpline.
All companies provide POP at right time and in adequate number.
In case of RCOMM process is be claimed very belatedly i.e. almost 77% of the cases take 60-90 days, where as in case of Airtel most of the i.e. 88% is being finalized in time limit 0-30 days.
The claim process services of other competitors viz. AirCel, Vodafone, & Tata Indicom are almost at par with the IDEA cellular ltd.
Chapter - 6
On the basis of extensive study and research, here are some recommendation and suggestion which may help the company to market the product and service more profitability and increase its share in the Telecom market.
1. PROMOTIONAL ACTIVITIES
The company expand the budget allocation for promotional campaign in center DELHI & NCR. It has affected the sale service brand image of Reliance especially in DELHI. Low supports in promotion have lead to fluctuation in sale
There may be some useful tools which can be summrized as follows:-
(1) Advertising -
advertising should have a clear objective and message, which has not been found in recent ads. Reliance is a faster growing provider service in each state .every offers and schemes they should show with proper message for benefit to the customer. In busy life customer do not remembered any offers and which service we can provided for the customer therefore they should by force showing advertisement in growing market and among customer .customers wants continuously exposure in Cable and Local newspapers.
(2) Persuasive Advertising :-
Now there is a need of persuasive advertising for Reliance service which can be moved into the category of “comparative advertising”. It will help the company to establish the superiority of its brand service through specific comparison of one or more attributes and features.
The advertisement should show the companies expertise, experience and pride in market the product service sale.
Media A combination of print ads and TV commercial do a better job. Local ads and publicity should be giving more stress. Hoardings, banners, wall painting should be promoted, as some expenses are also beard by dealers. Ads on Cable network result greater audience attention. Schemes, gift offers etc. must be highlighted through Radio and Local newspapers.
2. SALES PROMOTION
Appointment of sale promoter
3. OCCASIONAL DISCOUNT
The company may go for occasional discount offers or price off from time to time specially during any festival. Off season discount may also prove helpful to check fluctuating sales.
4. PRODUCT QUALITY AND TECHNICAL FEATURES
As for as some hand set mobile product quality is concerned, there is an urgent need of technical up gradation of Reliance mobile product line. It would be beneficial for company to launch some colors mobile hand set with the some added feature and minimum price.
Marketing Management - Phillip Kotler
Marketing Research - Tull & Hawkins
Advertising & Management
Free Press journal
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