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DECLARATION
I KARANSING P. RAJPUT hereby declare that this project report A Study of Purchase
Influencing Factors for Broadband Connection is my own work to the best of my
knowledge and belief. It contains no material previously published or written by any other
person nor material which to substantial extend has been accepted for the award of any other
degree or diploma of any other instituteexcept where due acknowledge has been made in the
text.
Date- Mr.karansing p. Rajput
Place Signature of the Student
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ACKNOWLEDGEMENT
There are a few things that come in the life of a person, may be for a short span of time, but
leaves on ever shining impression in to the mind. My summer training is one of the events
which will be ever green in my life.
As I have been placed in RELIANCE COMMUNICATION LIMITED at Pune. I sharedthe real marketing skills and knowledge from their experienced, enthusiastic and cordial
executives, without whom I would have not been able to achieve my aim.
First of all I would like to express my thanks to Mr. Debi Nandi (Circle Sales Manager)
for permitting me to do the training at his concern. I am also grateful to Mr. Bahubali Agre
(Area Sales Manager) for sharing valuable experience and suggestions regarding training and
preparation of report.
I am also grateful to Pro. NITIN KARCHE (College Guide) for their valuable guidance.
I also owe sincere gratitude to my family members whose love, affection, co-operation and
moral support have provided me the strength to carry out this project.
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INDEX
Chapter no. Content Page no.
1. INTRODUCTION 5-17
1.1 Concept of Reliance communication 6
1.2 An Overview of current Market Scenario 81.3 Brief Study of the Organization 10
1.4 Products Offered by Reliance 17
2. MAIN STUDIES 21-27
2.1 Introduction of the Topic 22
2.2The problems being faced-Competitors & Trends 24
2.3What does Company expect to do by solving the problem 27
3. RESEARCH METHODOLOGY 28-333.1 Research problem 29
3.2 Research Objective & sub- objective 29
3.3 Information Requirement 30
3.4 Research Instrument used 31
3.5 Field Work 32
4. DATA ANALYSIS & INTERPRETATION 34-42
4.1Data Interpretation of customers survey 35
5. FINDINGS 43-45
5.1 Findings 44
6. SUGGESTIONS 46-49
7. BIBLIOGRAPHY 50
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8. ANNEXURE 52-54
EXECUTIVE SUMMERY
A project is a scientific and systematic study of real issues of a problem
with the application of management concept and skills. The study can deal with
small or big issues in any division of an organization. It can be case study where
a problem has been dealt with, through the process of management. The essential
condition for a project is that, it should contain scientific collection of data,
analysis and interpretation of data leading to valid conclusion.
Summer Training is an essential part in M.B.A. curriculum. It enables the
student to share the real experience in industry. My summer training has placed in
Reliance communication limited for the period of Eight weeks in Pune.
The topic of my project was A Study of Purchase Influencing Factors for
Broadband Connection with respect to Reliance Communication, Pune at
Reliance Circle office, Pune.
Reliance Communications is Indias leading Telecom Company and it also
functions in the sector of Wire line Broadband connections with its fiber optic
network, within limited geographical territories like Pune, Nasik, Goa from
Maharashtra region.
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This project report tends to give a sharp picture of the telecom industry.
I hope, this study can be of some help to the telecom industry of his
product and service.
CHAPTER - 1
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1.1 CONCEPT OF RELIANCE COMMUNICATION
My vision is to provide the latest telecommunication facilities to every Indian at the
price of a post card Dhirubhai Ambani.
The Dream, 1999"Make a phone call cheaper than a postcard and you will usher in a revolutionarytransformation in the lives of millions of Indians" - Dhirubhai Ambani
The Reality, November 15Reliance Infocomm begins project planning.
Reliance Communications was set up as Reliance Infocomm in 1999 and from 2000
onwards laying of optical fibers started in Maharashtra, Gujarat and Andhra Pradesh. Reliance
Infocomm was inaugurated in 2002 and first of interconnect (POI) was established in New
Delhi in same year. Also in that year, Reliance Communications commissioned their 1st optic
fiber backbone. In 2005, this company launched global roaming facility and CDMA services.
Reliance Communications was formed in 2006 and listed in Bombay and National stock
exchanges.
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Reliance Infocomm was launched as a very ambitious project. The project was
conceived at the convergence of communication and information technology. It was designed
to connect every home and office in India with each other and the world.
On Thursday, August 09, 2007
Anil Ambani has chosen as 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 paisa/minute, and STD call at 40 paisa/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 theYear 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 anentrepreneur and the other is not so popular, as his credit is shared among a number of his big
daddys.
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.
Achiever's Pride
Undertook financial restructuring of Reliance communications
To spend Rs 16,000 crore to expand and strengthen network coverage
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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 110,000 crore
Will add 23,000 more towers
Telecom services will be available in over 23,000+ towns and 600,000+ villages
Next generation DTH network will be launched before end of the year
No. 1 One GSM Network in India according to the Brand equity Survey 2009
Indias Most Trusted Service Brand according to the Brand Equity Survery 2009
1.2 AN OVERVIEW OF CURRENT MARKET SCENARIO
To give a boost to the growth of the telecom infrastructure, Government decided the following
through NTP 99
Encourage development of telecom facilities in remote and rural areas of the country
Achieve teledensity of 7% by 2005 & 15% by 2010.
Increase rural teledensity from 0.4% to 4% by 2010.
Provide Internet access to all rural headquarters.
Provide high speed data to all towns with population more than 2.2 lakhs.
Permission to mobile operators to carry their own traffic.
The telecom regulatory authority was given more power to administer and
Monitor progress.
Wireless Subscriber base crosses 400 million mark
Telephony Subscribers (Wireless and Landline): 290.11 million (Feb 2008)
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Land Lines: 39.18 million
Cell phones: d2450imillion (Feb 2008)
Yearly Cell phone Addition: 72 million (2007)
Monthly Cell phone Addition: 8.49 million (Feb 2008)
Tele density: 25.31% (Feb 2008)
Projected Tele density: 500 million, 40% of population by 2010
Broadband subscribers reach 7.60 million mark in March 2011
The number of broadband connections in India has seen a continuous growth since the
beginning of 2006. At the end of August 2008, total broadband connections in the country have
reached 4.73 million. However the definition of broadband is pretty constrained in India
compared to other countries. A 256 kbit/s always on connection is the definition of broadband
in India compared to 2 Mbit/s in other countries. However most ISPs ,especially the
Government managed companies are now offering speeds up to 16 Mbit/s.
BSNL, Sify, MTNL, STPI, Airtel, Netcom, Reliance Communications and Heathway aresome of the major ISPs in India. TRAI has defined broadband as 256 kbit/s or higher.
However, many ISPs advertise their service as broadband but don't offer the suggested
speeds. Broadband in India is more expensive as compared to Western Europe/United
Kingdom and United States.
After economic liberalization in 1992, many private ISPs have entered the market, many
with their own local loop and gateway infrastructures. The telecom services market is regulated
by TRAI. ADSL providers include:
Reliance Infocomm
Tata Communications Ltd. (VSNL)
MTNL /BSNL
Bharti Telecom (Airtel, Bharti Televentures)
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http://en.wikipedia.org/wiki/BSNLhttp://en.wikipedia.org/wiki/Sifyhttp://en.wikipedia.org/wiki/MTNLhttp://en.wikipedia.org/wiki/STPIhttp://en.wikipedia.org/wiki/Airtelhttp://en.wikipedia.org/wiki/Netcomhttp://en.wikipedia.org/wiki/Reliance_Communicationshttp://en.wikipedia.org/wiki/Hathwayhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/TRAIhttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Reliance_Infocommhttp://en.wikipedia.org/w/index.php?title=Tata_Communications_Ltd.&action=edit&redlink=1http://en.wikipedia.org/wiki/VSNLhttp://en.wikipedia.org/wiki/MTNLhttp://en.wikipedia.org/wiki/BSNLhttp://en.wikipedia.org/wiki/Bharti_Telecomhttp://en.wikipedia.org/wiki/Airtelhttp://en.wikipedia.org/wiki/Sifyhttp://en.wikipedia.org/wiki/MTNLhttp://en.wikipedia.org/wiki/STPIhttp://en.wikipedia.org/wiki/Airtelhttp://en.wikipedia.org/wiki/Netcomhttp://en.wikipedia.org/wiki/Reliance_Communicationshttp://en.wikipedia.org/wiki/Hathwayhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/TRAIhttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Reliance_Infocommhttp://en.wikipedia.org/w/index.php?title=Tata_Communications_Ltd.&action=edit&redlink=1http://en.wikipedia.org/wiki/VSNLhttp://en.wikipedia.org/wiki/MTNLhttp://en.wikipedia.org/wiki/BSNLhttp://en.wikipedia.org/wiki/Bharti_Telecomhttp://en.wikipedia.org/wiki/Airtelhttp://en.wikipedia.org/wiki/BSNL8/3/2019 karan rajput
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Because of the increase in ISPs and the quality of service QoS, It became cheaper to call India
from around the world. Many Indians today, studying or living all around the world, are using
calling cards to India to speak with their families back home. It used to be much more
expensive prior to 2002.
Airtel and BSNL have launched 8 Mbit/s & Reliance Communication offers 10 Mb/s
broadband internet services in selected areas recently . For home users , the maximum speed
for unlimited downloads is 1 Mbit/s , available for USD 60 (roughly , with taxes) Internet
Users: 60,000,000 (September 2007) Source: Internet World Stats.
Broadband Subscribers: Broadband in India is defined as 256 kbit/s and above by the
government regulator. Total subscribers were 2.3 million (April 2007) Source: TRAI Internet
Users: Number of Internet users in India is the 4th largest in the world.
Though the number of internet users is high, the penetration level is still lower than
most countries across the globe.
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.
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3
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The current network expansion undertaken by Reliance is the largest wireless network
expansion undertaken by any operator across the world.
It was with this belief in mind that Reliance Communications (formerly Reliance
Infocomm) started laying 60,000 route kilometres of a pan-India fibre optic backbone. This
backbone was commissioned on 28 December 2002, the auspicious occasion of Dhirubhais
70th birthday, though sadly after his unexpected demise on 6 July 2002.
Reliance Communications has a reliable, high-capacity, integrated (both wireless and
wire line) and convergent (voice, data and video) digital network. It is capable of delivering a
range of services spanning the entire infocomm (information and communication) value chain,
including infrastructure and services for enterprises as well as individuals, applications, and
consulting.
Today, Reliance Communications is revolutionizing the way India communicates and
networks, truly bringing about a new way of life.
We will leverage our strengths to execute complex global-scale projects to facilitate
leading-edge information and communication services affordable to all individual consumers
and businesses in India.
We will offer unparalleled value to create customer delight and enhance business productivity.
We will also generate value for our capabilities beyond Indian borders and enable
millions of India's knowledge workers to deliver their services globally.
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1.3 BRIEF STUDY OF THE ORGANIZATION
Reliance Communications Limited founded by the late Mr. Dhirubhai H Ambani (1932-
2002) is the flagship company of the Reliance Anil Dhirubhai Ambani Group. It is India's
foremost truly integrated telecommunications service provider. With a customer base of over
36 million including close to one million individual overseas retail customers, Reliance
Communications ranks among the top ten Asian Telecom companies. Its corporate clientele
includes 600 Indian, 250 multinational corporations and over 200 global carriers and owns and
operates the world's largest next generation, IP enabled connectivity infrastructure, comprising
over 150,000 kilometers of fiber optic cable systems in India, USA, Europe, Middle East and
the Asia Pacific region. For more information, visit:
Mr.Anil Dhirubhai Ambani
Regarded as one of the foremost corporate leaders of contemporary India, Mr. Anil D
Ambani, 49, is the chairman of all listed companies of the Reliance ADA Group, namely,
Reliance Communications, Reliance Capital, Reliance Energy and Reliance Natural Resources.
He is also the president of the Dhirubhai Ambani Institute of Information and
Communications Technology, Gandhinagar
An MBA from the Wharton School of the University of Pennsylvania, Mr. Ambani is
credited with pioneering several financial innovations in the Indian capital markets. He
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spearheaded the countrys first forays into overseas capital markets with international public
offerings of global depositary receipts, convertibles and bonds.
Under his chairmanship, the constituent companies of the Reliance ADA group have
raised nearly US$ 3 billion from global financial markets in a period of less than 15 months.
Mr. Ambani has been associated with a number of prestigious academic institutions in India
and abroad.
He is currently a member of:
Wharton Board of Overseers, The Wharton School, USA
Board of Governors, Indian Institute of Management (IIM), Ahmedabad
Board of Governors, Indian Institute of Technology (IIT), Kanpur
Executive Board, Indian School of Business (ISB), Hyderabad
Select Awards and Achievements -
Voted the Businessman of the Year in a poll conducted by The Times of India TNS,
December 2006
Voted the Best role model among business leaders in the biannual Mood of the Nationpoll conducted by India Today magazine, August 2006
Conferred the CEO of the Year 2004 in the Platts Global Energy Awards
Conferred 'The Entrepreneur of the Decade Award' by the Bombay Management
Association, October 2002
Awarded the First Wharton Indian Alumni Award by the Wharton India Economic
Forum (WIEF) in recognition of his contribution to the establishment of Reliance as a
global leader in many of its business areas, December 2001.
Reliance Communications Ltd. reported 4th quarter 2009 earnings of $6.75 per share on
04/30/2009.
Reliance Communications Ltd. reported annual 2009 earnings of $27.41 per share on
04/30/2009.
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Selected by Asiaweek magazine for its list of 'Leaders of the Millennium in Business
and Finance' and was introduced as the only 'new hero' in Business and Finance from
India, June 1999.
RELIANCES VISION AND MISSION
Vision
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 businessproductivity.
We will also generate value for our capabilities beyond Indian borders and enable
millions of India's knowledge workers to deliver their services globally.
Mission
The successful rolling out of real broadband services across the nation marks the second
chapter of Reliance Communications commitment to usher in a digital revolution in
India. Reliance Communications is setting new standards for the world to follow through
inventive use of cutting-edge technologies in the field of fibre optics, Ethernet,
microwave radios, switching, routing, digital compression and encoding.
The mass roll out of broadband being carried out by Reliance Communications across the
length and breadth of the country, offering speeds of up to 100 Mbps to millions of users,
in itself is a technological marvel.
The uniqueness of Reliance Communications broadband initiative lies in the fact that our
entire nationwide network is being conceptualised and built from ground zero. Our
network is designed to deliver affordable quality education, drive governance, transform
healthcare, enhance efficiency in business and, finally, generate new job opportunities for
millions of unemployed Indians.
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Reliance Communications broadband service is set to revolutionise Indian society by
removing the traditional bottlenecks of development including a lack of capital and a
weak infrastructure, and help tide over the challenges of distribution in a vast country likeIndia.
Our mission of changing lives across India meant that we needed to have a nationwide
presence something we achieved in a relatively short span of time. Our dream of
helping people create, transfer and apply knowledge challenged us to bring together
contemporary communication technology from across the world.
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ORGANIZ
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SENIOUR
MANAGER
MANAGER
DUPTY
MANAGER
ASST.
MANAGER
MANAGEMENT
TRAINEE
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1.4 PRODUCTS OFFERED BY RELIANCE
Consumer services offered by Reliance Communications include mobile service, wireless
terminal and phone, Reliance landline, netconnect, broadband connection, BlackBerry , and
Reliance IPTV Enterprise services of Reliance Communications comprise audio conference,
office centrex, video conferencing, internet data center (IDC), BlackBerry, broadband
servicesandpubliccalloperator.
1. Reliance India Mobile
2. Reliance Broadband
3. Reliance Data card and USB modem
4. Reliance India Phone
5. Reliance Data Centre
6. Reliance India cell
Reliance has obtained the No. of Buildings Wired by Reliance Broadband High Speed
Internet at the end of each quarter.
March-09: 688,761
June-09: 793,905
Sept-09: 866,568
Dec-09: 927,129
Mar-10: 10,87,567
However, the average revenue per broadband line has decreased from Rs 1,932 to Rs
1,760. Bharti Airtel had 994,400 broadband subscribers at the end of March-09. The ARPU is
at Rs 1,137. Bharti Airtel has been able to maintain the ARPUs, because they upgrade the
available broadband speed to the customer and also try to increase the rates modestly. Even if
25% of the customers like me upgrade ourselves, they are able to maintain the bottom line.
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Just, FYI, RCom started with 128 Kbps in Apr-06 at Rs 699 for unlimited data transfer.
Today Reliance is on 1 Mbps unlimited data transfer for Rs 2,222. Dramatic increase in
broadband speed in the past 2 years :-)
Of the current 2.52 million, Bharti Airtel broadband has 0.63 milllion and Reliance
Broadband around 0.7 million. BSNL and Tata indicom/VSNL together are expected to have
another 1 million and leaving the rest to other smaller ISPs. We Would say mere 20 million by
2012 is not an ambitious target and India needs to have atleast 50 million broadband
subscribers [with speed of atleast 512 Kbps] assuming we will have 500 million phone
[Wireless / Wire line] subscribers. The need of the hour is to take aggressive measures asrecommended by ASSOCHAM and an action like that ofReliance Communications to provide
WiMax broadband in Bangalore and Pune.
TRAI has released the latest figures on Internet and Broadband subscribers in India. At
the end of June 2010 there were 9.45 Million Broadband subscribers. Last audit in August
2006 pegged the Broadband subscribers at 1.7 Million. In all India has 8.5 Million internet
subscribers.
BSNL is the largest ISP with 44.6% market share followed by MTNL at 19.40%. Dial-
up users spend mere 3 Hours a Month surfing the web.
At the end of quarter ending June-2007, India has mere 2.52 million broadband subscribers
[256 Kbps speed, it hasn't changed yet . A QoQ growth of just 8%. If we grow at this pace [8%
QoQ growth] then we will have mere 10.06 million by 2010 half way through DoTs
Broadband Policy 2004 target of 20 million broadband subscribers by 2010. If the QoQ
growth is @ 10% then we will have 14.01 million subscribers by 2010.
5
http://www.broadbandindia.com/2007/07/assocham-recommends-cheaper-pcs.htmlhttp://www.broadbandindia.com/2007/07/assocham-recommends-cheaper-pcs.htmlhttp://convergence.in/blog/2007/06/05/reliance-wimax-in-bangalore-up-and-running/http://convergence.in/blog/2007/06/05/reliance-wimax-in-bangalore-up-and-running/http://convergence.in/blog/2006/10/07/broadband-subscribers-in-india-at-17-million/http://convergence.in/blog/2006/10/07/broadband-subscribers-in-india-at-17-million/http://www.trai.gov.in/trai/upload/PressReleases/482/pr25jul07no67.pdfhttp://www.broadbandindia.com/2007/07/assocham-recommends-cheaper-pcs.htmlhttp://www.broadbandindia.com/2007/07/assocham-recommends-cheaper-pcs.htmlhttp://convergence.in/blog/2007/06/05/reliance-wimax-in-bangalore-up-and-running/http://convergence.in/blog/2007/06/05/reliance-wimax-in-bangalore-up-and-running/http://convergence.in/blog/2006/10/07/broadband-subscribers-in-india-at-17-million/http://convergence.in/blog/2006/10/07/broadband-subscribers-in-india-at-17-million/http://www.trai.gov.in/trai/upload/PressReleases/482/pr25jul07no67.pdf8/3/2019 karan rajput
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ONE TIME BOOKING CHARGE RS 500/-
Reliance Broadband Plans:-
Monthly Plan
Charges(Rs.)
Download
Speed
Bundled Usage
(Data Transfer)
Additional
Usage(Rs.)
499 300Kbps Unlimited -----
649 600 Kbps Unlimited -----
1099 1 Mbps Unlimited -----
749 600 Kbps
1 Mbps
Unlimited -----
2599 2 Mbps Unlimited -----
500 300 kbps Unlimited -----
299 2 Mbps 1 GB 0.90p
400 150 kbps unlimited 0.90p
Additional Benefits :- With every Broadband Connection Customer will get
I. A Landline Connection with No Rental as well as Free Calls Worth Rs.50 p/m.
II. Free Antivirus already installed on server.
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Other Plans:-
Online Speed Select Plan -> Select your speed while you surf.
Night Unlimited Plan -> Unlimited surfing during night hours.
Cross Pooling Plan -> Enjoy Data/Voice Services in a Fixed monthly rental.
Combo Plan -> Pay rental for one service( Data or Voice ) & use another
service on no rental basis. Pay only according to usage for the second service.
Fixed Landline Phone Tariff Plans:-
Plan Name Plan
250
Plan
250
Plan
350
Plan 500 Plan
1500
ONE INDIA299
Monthly Plan
Charge (Rs)
250 250 350 500 1500 299
Free Calls worth
(Rs)
200 100 300 500 1575 200
Rate per Call
Unit*(Rs/pulse)
1.20 .50 1.20 1.10 0.90 .50
For Reliance to
Reliance free
100 Na 100 50 50 Unlimited Free
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within circle
additional
rental charged (
optional plan)
for R2R
Unlimited free forlandline of all
networks
CHAPTER 2
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OBJECTIVE
To study purchase influencing factors for broadband connection by which company can
focus on those factors.
2.1 INTRODUCTION OF THE TOPIC
Intention behind the study to check out the factors impacting or influencing the purchase
decision of the customer as well as expectations of customers.
To Study the interest of customers
To study expections of customers from Reliance
To check the perspective of customer for Reliance
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To study strengths or weaknesses of competitors
The Reliance mobile brand was branded as India Mobile to cash in on patriotic
feelings
Are the campaigns helped to educate people on the importance of
telecommunication services.
What should be next set of campaigns about the innovative product features
which differentiated Reliance Infocomm from its competitors.
To check effectiveness of the subsequent campaigns Reliance started riding on
movies and cricket as themes .
To know is the Advertising after launching every new and innovative product
effective or not.
RELIANCE BROADBAND
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2.2 PROBLEM BEING FACED
3
Strength
Low Price
Strong Network
Connectivity
Flexible plans
Cheap VAS Services
Reputed Brand Name
Weakness
Poor image due to service
Marketing problem
Limited reach of wire lines.
Slowest Activation Process
Limited Budget for Sales Promotion
Opportunity
Preference of Flexible wired plans
IPTV introduction
Rural Telephony
New Market, Vertical, Horizontal
Competitors` Vulnerabilities
Threat
Political destabilization.
New Entrants
Introduction of 3G technology
Market Demand
New Product development by
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Competitors
Not regular visit of DSEs and DSAs and Runner
No Visit of ASM to feasibility study
Not Proper Communication of Customers Complaint to the company
Lack of instant complaint solving due to the lengthy documentation and entertainment
of complaint
Tariff Plans of Competitors
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3
Service
provider
Plan
Name
Speed Monthly
Charges
Rs.
Fair
Usage
limit
Value Added
Service(VAS)
Downloading Uploading
1) Tata 500 500 kbps 256 kbps 1100 80 Gb Anti virus
750 750 kbps 256 kbps 1500 100 Gb Anti virus
500 500 Kbps 256 Kbps 1,250 80 GB
1 Static IP+
1 Domain Name+
3 Personalized Mail
Ids+
Anti virus
2) Airtel
799
2 mbps 256 kbps 799 5 Gb Voice calls of Rs.
100
1299
2 mbps till
20Gb
beyond
256 kbps
256 kbps 1299 Unlimited Antivirus
1699
2 mbps till
40Gb
beyond
256 kbps
256 kbps 1699 Unlimited Antivirus, Games
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5
3)Reliance 499 300 kbps 300
kbps
499 Unlimited Free landline+ Voice calls ofRs.50+ Antivirus
649 600 kbps 300
kbps
649 Unlimited Free landline+ Voice calls of
Rs.50+Antivirus
1099 1 Mbps 300
kbps
1099 Unlimited Free landline+ Voice calls of
Rs.50+Antivirus,+Static IP
1999 2 Mbps 300
Kbps
1999 Unlimited Free landline+ Voice calls of
Rs.50+Antivirus+ Static IP
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2.3 WHAT DOES COMPANY EXPECT TO DO BY SOLVING THE PROBLEM
Customer Satisfaction: Company should focus on customer satisfaction so that
customer will be loyal to the brand of company for this company should improve its
service after sales.
Customer Retention: The separate department of customer retention should be
effective and company should adopt such flexible policy to suit customer.
Increase in Sale: The sale should be increase with the help of more effective
advertising, and marketing strategy.
Service Excellence: Service is very important factor from customer perspective so it
should be up to mark
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CHAPTER 3
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3.1 RESEARCH PROBLEM
Collection of Customer Data of other companies Tata Indicom, Airtel & BSNL
Sales associates and Sales Executive sometime gives wrong data Limitation of time and money
3.2 RESEARCH OBJECTIVE
To understand the reason of negative churn.
To analyze the current perception of RCom with respect to other companies.
To Increase the market potential within the limited territory
SUB OBJECTIVE
To know the demand of Rcom Broadband in as the demand of RCom Broadband
declining in the market
To help in development and need of new product
To identify the company position among competitors
To determine those factors which persuade Customers to buy RCOM broadband
products
To find out which type of schemes customer prefer and why?
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3.3 INFORMATION REQUIREMENT
Complete Price structure of Rcom, Airtel & Tata Indicom offer which includes:
Installation and Processing Fees
Discount Offered
Schemes offered
Service Tax
SOURCES OF INFORMATION
Data collected from the Company
Secondary Data
Internet
Sales Associates
Sales Executives
Other Trainees (Runner)
SCHEMES, PRODUCTS
RELIANCE PRODUCT
Reliance Broad Band
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Reliance Fixed Line Phone
Reliance Mobile
Reliance Data Card
Reliance Voucher, E-Recharge
Reliance PCO
3.4 RESEARCH INSTRUMENT USED
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 and Secondary data
Research Instrument Questionnaire design and Govt. sources
Type of QuestionnaireStructured
Sample Size 100
Sampling Method Judgmental
Contact Method Personal Interview
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3.5 FIELD WORK
1. Market visiting & Survey
2. Approach for new customers
MARKET VISITING & SURVEY
1st June was my first day of summer training in Reliance communication in Pune. I met to Mr.
Debi Nandi sir. He took my interview and selects me for summer training.
Then he chose my mentor. Mr. Bahubali Agre Sir who guides me in summer training.
After that I had to do my summer training under Bahubali sir.
First day I went to the Existing Customer of RCom whose connection were terminated
in recent days. Then I met to the ASM Mr. Bahubali Sir and got the all information about the
market and knew that how they work and how increase the goodwill of R. Communication.
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They give the regular information about current scheme & plan. We saw that there were more
flexible plans then any other subscriber in compare to the Reliance Communication.
Time of visiting to Customers I learnt all those things how to explain in front of
customer 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 Sales
Executive and Sales Associates, in his working day with customers. After finishing all the
customers I went again to the main office for reporting my work to Bahubali sir. Along with all
work we had to also seen those some customers which did not keep Reliance Broadband. The
main reason through which they cant 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 problems with us through which we can get remove that problem by
informing to the operation and maintenance department. 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. Bahubali sir.
It was my marketing visiting for the 40 days which was the great experienced work for
me. In this period I learnt some kinds of idea for increasing the sale, customer retention and
also I got familiarized with those problems which generally come in the market for selling
purpose.
APPROACH FOR CORPORATE OR INSTITUTIONAL CUSTOMER
I went with Corporate SEs to the Institutions and Corporate office and met to the HR
Managers and understand the way that how to convince the corporate customer and how to
negotiate with the plan. The plan for corporate customers are flexible and can be decided
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according to the need of corporate customer and the type of service they needed. Its a good
experience for me.
APPROACH FOR NEW RETAIL CUSTOMER
In the second phase of my training I got the target for 10 new customers in the whole area that
comes under in Bahubali sir. I achieved my target within 7 days for the 10 customers new
approach I moved all around the area which comes under in Mr. Bahubali sir. I was having the
different kinds of plans and schemes through which I could make the new customers. Area was
as follow:
Pune-J.M. Road, Prabhat Road, Shivaji Nagar . I got my 100% target. It was the good
achievement for me and according to Mr. Bahubali sir it was the much appreciated work which
was done by me.
CHAPTER - 4
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DATA INTERPRETATION OF CUSTOMERS SURVEY
For Household Customers
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Interpretation:
From 50 1x user survey 62% of them use internet for downloading and netsurfing. The
20% 1x user said that they use internet for social networking sites and also for net
surfing. Only 18% users said that they use internet for sending and receiving e-mail.
For Commercial Customers
3
The Purpose of using Internet (Household Customers)
Use No. of Respondent% of people
Downloading and
net surfing
31 62%
Social networking
& net surfing
10 20%
Limited use 09 18%
The Purpose of using Internet(Commercial Customers)
UseNo. of Respondent
% of people
BusinessActivities
27 54%
Data Collection 13 26%
As a Means Of
Communication
10 20%
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Interpretation:
From 50 1x Commercial users survey 54% of them use internet for Business Activities.
The 26% 1x user said that they use internet for Data Collection. Only 20% users said
that they use internet just as a means of communication.
Most Influencing factor of consideration while purchasing broad band
Factors No. of Respondent % of people
Brand name 10 10
Flexibility in Tariff Plan 40 40
Price 30 30
Easy Availability 05 5
After Sale Service 10 10
Others 05 5
Total 100 100
Interpretation- As shown in the graph it was found that 40% people gives most
preferred option to flexibility in plans and 30% people are price conscious, 10% people
give preference to after sales service and brand name equally.
Satisfaction level in Consumer from Various services
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Avg. figure Tariff plan Price After Sales Service
Reliance 9 9 5
Airtel 7 7 8
Tata 8 8 8
BSNL 5 6 6
Interpretation- As shown in the graph it was found that satisfaction level of customer
from Reliance communication towards tariff plan is excellent and then it is an approx samefor Airtel and Tata Indicom in broadband sector. BSNL has the least satisfied customer in
terms of tariff plan.
Interpretation- As shown in the graph it was found that satisfaction level of customer from
Reliance communication towards Pricing is excellent and then it is approx. same for Airtel and
Tata Indicom in broadband sector. BSNL has the least satisfied customer in terms of pricing.
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Interpretation- As shown in the graph it was found that satisfaction level of customer from
Reliance communication towards after sales serice is found worst and then it is approx. same
for airtel and tata indicom in broadband sector. BSNL has the moderate satisfied customer in
terms of after sales service.
gree.
Reliance Broadband is Better Than Any Other Company
Buyer Behavior No. of respondents %of people
Strongly agree 20 20
Agree 38 38
Neutral 19 19
Disagree 18 18
Strongly Disagree 5 5
Total 100 100
Interpretation It is found that Buyer readiness state for Reliance Broadband in which 20%
people are strongly agree with reliance broadband and 38% people are agree and 19% people
are neutral. 18% people are disagree and 5% people are strongly disagree.
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Problem Most Suffered by Rcom Customers
Problems No. of Respondents %of people
Service level 40 40
Claim level 15 15
Product availability 20 20
Product awareness 25 25
Interpretation- The most irritating problem is the poor service level between customers.
40% customers out of 100 sample data are not satisfied with service. Then 25% customers are
not able to use current new schemes because of the unawareness about the new products. 20%
customer doesnt take service because of feasibility problem and 15% people are annoyed from
claim process.
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CHAPTER-5
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FINDINGS1. Quality of the service provided plays an important role in keeping the existing
customers and to bring new customers
2. After sales service plays essential part of customer satisfaction. More than 50%
customers have complaints regarding the after sales service of Airtel broadband. But a
number of customers have reported it excellent and very good.
Satisfaction:
1. Most of the corporate customers i.e. around 56% of respondents are satisfied with
RComm Broadband, 20% of them push RCOMM brand to the customer and rest 24%
retailers are not satisfied with RComm brand due to claim pending and the bandwidth
problem. The corporate customers complaint dont get entertained in time by company
as easily as possible properly.
2. Most of the Retail customers i.e. around 50% are dissatisfied with RCom Broadbandservices , around 35% are partially satisfied with RCom Services and rest shows the
averse behavior towards the RCom brand and it is of 15% in terms of percentage.
Problems: -
1. Around 25% of the respondents said that there is Bandwidth problem with RCom, on the
other hand they found its competitors viz. Airtel, BSNL, TATA indicom network
connectivity of very good level.
2. Around 40% customers found that RCom first bill of broadband is not comprehensive to
them and they are charging more. But actually it is due to the not proper communication
of payment details and proper mentioning of bills. Hence the retail customer or
institutional customer dont pay bill and RCom lose the customer.
3. Many customers around 50% are get frustrated by its first installation time. The
installation time for Broadband is quite high and its pathetic in comparison to the other
subscribers.
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Support from company: -
Most of the customer says that they are not supported by the companies personnel &
companies helpline.
All companies provide POP at right time and in adequate number.
But actually customer said that the Company Personnel doesnt communicate the Customercare numbers as well as the relevant authority whom they can cater their complaint. Hence
customer become frustrated with their problem.
Sales Promotion budget-
Reliance Communication believes in aggressive selling but it does not look for sales promotion
and sales executives motivation. Hence the frontline management should be motivated by
giving attractive incentive and bonus. It is existing nowadays also but it is not lucrative.
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CHAPTER 6
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SUGGESTIONS
On the basis of extensive study and research, here are some recommendation and
suggestion which may help the company to market the product and service more profitability
and increase its share in the Telecom market.
Problem handling should be made easy for the customers as the procedure of handling
problem is very lengthy. Hence, customer care should direct forward the complaint to
the maintainance department and get sort out the problem.
Customer should be recalled after confirmation of maintainace department that the
problem has been resolved or not.
Sales executives and Sales associates should be motivated perpetually to increase the
sales and they should have been given the particular prospects to create customers.
Sales promotion activites for big organization say industries should be opted for selling
broadband and fixed line phones at an attractive prices.
As the demand for reliance broadband is good hence company should go for service
excellence otherwise competitor will catch up the customers by service issue of
RComm. Hence Customer will shift to other subscribers.
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I have analyzed that the customer complaint is not entertained as they desires hence
customer should be cater and confirmed by telecalling about the problem and
satisfaction.
Promotional Activities
The company expand the budget allocation for promotional campaign for sales
executives and sales associates because these are the people are actually responsible for actual
sales and revenue. It has affected the sale service brand image of Reliance especially in Pune.
Low supports in promotion have lead to fluctuation in sale. As Pune and other metro cities
requires more money for survival at lower management level. Hence hike in salary or some
motivational incentives should be given to SEs and SAs.
Advertising
Advertising should have a clear objective and message, which has not been found in recent
ads. Reliance is a faster growing provider service in each state .every offers and schemes they
should show with proper message for benefit to the customer. In busy life customer do not
remembered any offers and which service we can provided for the customer therefore they
should by force showing advertisement in growing market and among customer .customers
wants continuously exposure in Cable and Local newspapers.
Persuasive Advertising:-
Now there is a need of persuasive advertising for Reliance service which can be moved into
the category of comparative advertising. It will help the company to establish the superiority
of its brand service through specific comparison of one or more attributes and features.
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Technical Expertise:-
The advertisement should show the companies expertise, experience and pride in
market the product service sale.
Media:-
A combination of print ads and TV commercial do a better job. Local ads and publicity
should be giving more stress. Hoardings, banners, wall painting should be promoted. Ads on
Cable network result greater audience attention. Schemes, gift offers etc. must be highlighted
through Radio and Local newspapers. BSNL and aircel are the best user of Media Services.
Sales Promotion -
Cash discount
Premiums
Appointment of sale promoter
Financial schemes
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.
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CHAPTER-7
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Bibliography
BOOKS
Marketing Management - Phillip Kotler
Marketing Research - Tull & Hawkins
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MAGAZINE
Business Today
Advertising & Management
NEWSPAPERS
Economic Times
Hindustan Times
WEBSITE
www.COAI .in
www.trai.co.in
www.AUSPI .in
The relevant information from the internal source of the organization.
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CHAPTER-8
QUESTIONNAIRE
1 .For what purpose you are using internet
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Downloading and net surfing
Social networking and net surfing
Limited use
2 Most Influencing factor of consideration while purchasing broad band?
brand name
flexibility in tariff plan
easy availability
after sale service
others
3. Can You evaluate Brand on the Basis of Best Flexible Tariff Plan?
Airtel
Reliance
Tata
BSNL
4. Can You evaluate Brand on the Basis of Best Pricing?
TATA
Airtel
Reliance
BSNL
5. Can You evaluate Brand on the Basis of Best After Sales Service?
TATA
Reliance
Airtel
BSNL
6.What is the nature of problem you face with the Most with RCom?
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Service level
Claim level
Product availability
Product awareness
7. Is the Reliance Broadband better than any other company?
Strongly Agree
Agreee
Neither Agree Nor Disagree
Disagree
Strongly Disagree
8. Are you aware about new scheme of RCom?
Yes
No
9. If no, why are you not aware about scheme ? Because of
Inadequate advertising
Communication from SAs
Unawareness about new products
Other Reason_________.