The document provides an overview of the telecommunications industry in India and Reliance Communications company profile. The key points are: - The telecom industry in India has experienced rapid growth fueled by increasing mobile phone users. India now has the second largest telecom network globally. - Reliance Communications is India's largest integrated telecom company with over 60 million customers. It offers both wireless and wireline communication services across mobile, internet, long distance, etc. - Reliance Communications aims to provide affordable and leading-edge communication services to individuals and businesses in India through its pan-India network. It competes with major players like Airtel, Idea, and Vodaf

1. CHAPTER -1
INTRODUCTION
1.1 INDUSTRY PROFILE
Telecommunication is the assisted transmission of signals over a distance for the purpose
of communication. Major factors responsible for the growth of telecommunications
industry are use of modern technology and market competition. One of the products of
modern technologies is optical fibers, which are being used as a medium of data
transmission instead of using coaxial or twisted pair cables. Optical fibers can carry a
high volume of data and are easier to maintain and install. Use of communication
satellites makes this telecommunications industry a booming industry.
Telecommunications industry is going to be a digitized one. Use of ISDN (Inter Services
Digital Network) makes this telecommunication industry a total digitalized system and
eventually enhanced the speed and quality of digital communication
The telecom industry is one of the fastest growing industries in India. India has nearly
200 million telephone lines making it the third largest network in the world after China
and USA. With a growth rate of 45%, Indian telecom industry has the highest growth
rate in the world. Starting from telegraphic and telephonic systems in the 19th century,
the field of telephonic communication has now expanded to make use of advanced
technologies like GSM, CDMA, and WLL to the great 3G Technology in mobile
phones. Day by day, both the public players and the private players are putting in their
resources and efforts to improve the telecommunication technology so as to give the
maximum to their customers.
- Much of the growth in Asia Pacific Wireless Telecommunication Market is spurred by
the growth in demand in countries like India and China.
- India‘s mobile phone subscriber base is growing at a rate of 82.2%.
- China is the biggest market in Asia Pacific with a subscriber base of 48% of the total
subscribers in Asia Pacific. Compared to that India’s share in Asia Pacific Mobile
Phone market is 6.4%.
Though the telecom sector in India has experienced a faster rate of growth, still it
suffers from the problem of complex tax structure. Presently the sector suffers from the
problem of 12% service tax, 6-10% license fee, 2-6 % spectrum charges, 1.5% asset
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2. deficit charges, and 2% education cess.
A single tax system should be introduced for making the tax system investor friendly.
HISTORY
India is the fourth largest telecom market in Asia after China, Japan and South Korea.
The Indian telecom network is the eighth largest in the world and the second largest
among emerging economies.
The industry has witnessed an explosive growth in recent years. Teledensity has more
than doubled from 2.3 per cent in 1999 to 4.8 per cent in 2002. However, the world
average is almost 7.5 times and the Asian average 4.5 times the Indian average. The
Indian telecom market size of over US $ 8 billion is expected to increase three fold by
2012.
The expansion of the telecom industry in India has been fuelled by a massive growth in
mobile phone users, which has reached a level of 10 million users in December 2002, an
increase of nearly 100 per cent in 2002. This exponential growth of mobile telephony can
be attributed to the introduction of digital cellular technology and decrease in tariffs due
to competitive pressures.
For the first time in India, the growth of cellular subscriber base has exceeded the
fixed line subscriber base. However, cellular penetration is still 1 per cent as compared
to world average of around 16 per cent. Cellular subscriber base is projected to grow at
a CAGR (Compounded Annual Growth Rate) of 48 per cent to exceed 45 million in
2007 and at 30 per cent to 88 million in 2012.
History of Indian Telecommunications started in 1851 when the first operational land
lines were laid by the government near Calcutta (seat of British power). Telephone
services were introduced in India in 1881. In 1883 telephone services were merged with
the postal system. Indian
Radio Telegraph Company (IRT) was formed in 1923. After independence in 1947,
all the foreign telecommunication companies were nationalized to form the Posts,
Telephone and Telegraph (PTT), a monopoly run by the government's Ministry of
2

3. Communications. Telecom sector was considered as a strategic service and the
government considered it best to bring under state's Control.
The first wind of reforms in telecommunications sector began to flow in 1980s
when the private sector was allowed in telecommunications equipment
manufacturing. In 1985, Department of Telecommunications (DOT) was established.
It was an exclusive provider of domestic and long-distance service that would be its
own regulator (separate from the postal system). In 1986, two wholly government-
owned companies were created: the Videsh Sanchar Nigam Limited (VSNL) for
international telecommunications and Mahanagar Telephone Nigam Limited (MTNL)
for services in metropolitan areas.
In 1990s, telecommunications sector benefited from the general opening up of the
economy. Also, examples of telecom revolution in many other countries, which resulted
in better quality of service and lower tariffs, led Indian policy makers to initiate a
change process finally resulting in opening up of telecom services sector for the private
sector. In 1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI was
formed to act as a regulator to facilitate the growth of the telecom sector. New National
Telecom Policy was adopted in 1999 and cellular services were also launched in the
same year.
Telecommunication sector in India can be divided into two segments: Fixed Service
Provider (FSPs), and Cellular Services. Fixed line services consist of basic services,
national or domestic long distance and international long distance services. The state
operators (BSNL and MTNL), account for almost 90 per cent of revenues from basic
services. Private sector services are presently available in selective urban areas, and
collectively account for less than 5 per cent of subscriptions. However, private services
focus on the business/corporate sector, and offer reliable, high- end services, such as
leased lines, ISDN, closed user group and videoconferencing.
Cellular services can be further divided into two categories: Global System for Mobile
Communications (GSM) and Code Division Multiple Access (CDMA). The GSM
sector is dominated by Airtel, Vodafone-Hutch, and Idea Cellular, while the CDMA
sector is dominated by Reliance and Tata Indicom.
3

4. MAJOR SERVICE PROVIDERS IN INDIA.
Two different technologies are deployed by the mobile operators in India namely GSM
and CDMA.The GSM service providers are Bharthi, BSNL, Hutch, IDEA, Aircel,
Reliance, Spice, MTNL and BPL, whereas the CDMA service providers are TATA, and
Reliance.
Market Share of the Telecom Company in India
GROWTH AND DEVELOPMENT OF THE INDUSTRY
Telecommunications is a mature industry that has been globally available for some time.
Growth of subscribers, traffic, and most importantly revenues, is by no means automatic.
Entry costs for new users and tariffs must be continuously reduced to increase subscriber
numbers and minutes of use. Infrastructure solutions that deliver lower cost coverage and
more efficient capacity are critical to drive up service volumes and revenues.
Competition is often already intense amongst the established player.
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5. Additionally, there is a steady stream of new operators and service providers who
build up their service capabilities with the latest technology, hoping to create a major
competitive advantage. Business Growth, Cost Efficiency and Evolution are therefore
regarded as key drivers which can be addressed with wireless technology. The
penetration of wireless services in developing regions and the ability to achieve
reasonable speeds for wireless data has resulted in continued wireless services
penetration and revenue growth, often at the expense of wireline services.
The overall telecommunication services market is expected to grow profoundly in
the coming years lead by wireless and high speed Internet services. Opening up of
international and domestic long distance telephony services are the major growth drivers
for cellular industry
PRESENT STATUS OF THE INDUSTRY:
Both fixed line and mobile segments serve the basic needs of local calls, long
distance calls and the international calls, with the provision of broadband services in the
fixed line segment and GPRS in the mobile arena. Mobile phone providers have also
come up with GPRS-enabled multimedia messaging, Internet surfing, and mobile-
commerce. The much-awaited 3G mobile technology is soon going to enter the Indian
telecom market. The GSM, CDMA, WLL service providers are all upgrading
themselves to provide3G mobile services.
The value added services provided by the mobile service operators contribute
more than 10% of the total revenue. Bharti Airtel has the largest customer base with
31% market share, followed by Hutch and BSNL with each holding 22% market share.
The 2007 budget has brought further relief to the customers with the reduction in the
tariffs, both local and long distance, and with slashing down the roaming rentals.
This is likely to lead to even more people going for cellular services and more and
more use of the value added services. However, landline telephony is likely to remain
popular, too, in the foreseeable future. MTNL, the largest landline service provider, has
recently taken some bold initiatives to retain its market share and, if possible, expand it.
The reduction in tariffs for airtime, national long distance, international long distance,
and handset prices has driven demand.
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6. FUTURE OF THE INDUSTRY:
India initially started with GSM technology for mobile communication. Being a
technology neutral country, India later allowed for CDMA technology also. Now 2.75G
EDGE technologies has been implemented and used. BSNL has got license for bringing
3G into operation. Trials are being conducted for 3G implementation in the four
metropolitan cities of India. Commercial 3G will be started by March 2007.
With the dwindling revenues of the operators from the data and voice there is a
need to look at newer applications to fuel growth of the telcos. TV on Mobile has
emerged as a solid and potent answer to this consumer yearning. South Korea, China,
South Africa, Australia and Europe have seen this need and have acted upon the same by
implementing TV on Mobile. India is around the corner for implementation of similar
technology for the benefit of consumers.
1.2 COMPANY PROFILE
ORIGIN OF THE ORGANIZATION:
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.”
Reliance Communications has a reliable, high-capacity, integrated (both wireless and
wireline) and convergent (voice, data and video) digital network. It is capable of
delivering a range of services spanning the entire infocomm (information and
communication) value chain, including infrastructure and services — for enterprises as
well as individuals, applications, and consulting.
Today, Reliance Communications is revolutionising the way India communicates and
networks, truly bringing about a new way of life.
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7. INDIA’S LEADING 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 60
million customers.
The 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 endeavor is to achieve customer delight by enhancing the
productivity of the enterprises and individuals.
RCOM is India’s largest integrated and fully converged communications service provider
in the private sector, and has been rated among “Asia’s Top 5 Most Valuable Telecom
Companies”.
RCOM has a retail customer base of over 48 million as on 30th April, 2008 including
over 1.5 million individual overseas retail customers. The corporate clientele includes
2,100 Indian and multinational corporations, and over 800 global, regional and domestic
carriers.
RCOM has established a pan-India, next generation, integrated (wireless and wireline),
convergent (voice, data and video) digital network that is capable of supporting best-of-
class services spanning the entire communications value chain, covering over 20,000
towns and 450,000 villages, and growing.
RCOM owns and operates the world’s largest next generation IP enabled connectivity
infrastructure, comprising over 175,000 kilometers of fiber optic cable systems in India,
USA, Europe, Middle East and the Asia Pacific region
VISION:
“We will leverage our strengths to execute complex global—scale projects to facilitate
leading-edge information and communication services affordable to all individual
consumer and business in India.
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8. We will offer unparalleled value to create customer delighted and enhance business
productivity.
We will also generate value of our capabilities beyond Indian borders and enable millions
of Indians knowledge workers to deliver their services globally.”
VALUES
• We will put customer first at all times, and built long term relationship with them.
• We shall believe interpretation and keep every commitment that we make.
• We will operate with honesty and integrity interpretation all our dealings.
• We treat every individual with dignity and respect.
• We will approach every endeavor with zeal & an attitude towards excellence.
MISSION
• To attain global best practices and become a world-class communication service
provider – guided by its purpose to move towards greater degree of sophistication
and maturity.
• To work with vigour, dedication and innovation to achieve excellence in service,
quality, reliability, safety and customer care as the ultimate goal.
• To earn the trust and confidence of all stakeholders, exceeding their expectations
and make the Company a respected household name.
• To consistently achieve high growth with the highest levels of productivity.
• To be a technology driven, efficient and financially sound organisation.
• To contribute towards community development and nation building.
• To be a responsible corporate citizen nurturing human values and concern for
society, the environment and above all, the people.
• To encourage ideas, talent and value systems.
• To uphold the guiding principles of trust, integrity and transparency in all aspects
of interactions and dealings.
.
8

9. OBJECTIVES:
• Strengthens and Enhances Existing Business Roles
• Drives greater empowerment, business focus, operational efficiencies and
customer value.
• Takes another significant steps towards institutionalization and building a
conglomerate of the future
AREAS OF OPERATIONS
• Reliance communications
• Reliance energy
• Reliance mutual funds
• Reliance life insurance
• Reliance general insurance
• Reliance port folio management
COMPETITORS:
Major competitors in today’s market are which gave a proper competition to the Reliance
company in the communication sector are as follows:
• IDEA
• AIRTEL
• TATA INDICOM
• VODAFONE
• BSNL
1.3 PRODUCT PROFILE
9

10. Reliance Globalcom has an established reputation as a leading carrier's carrier. and are
specialists in providing tailored connectivity solutions for the largest consumers of
international communications capacity. We achieve this via a suite of flexible and high-
performance managed bandwidth (SDH / SONET), Ethernet, IP and co-location services,
which are available across four continents.
PRODUCTS
• GSM Services
 Prepaid
 Postpaid
• Home Phones
 Fixed line
 Fixed Wireless
• Internet & Broadband
 Internet up to 8 mbps
 Wi-Fi
• Wireless Internet
 Data Card
 USB Modem
• Reliance PCO
• Reliance IPTV
Reliance FLAG Suite of Services
Reliance Globalcom provides a suite of Wholesale services under the "Reliance FLAG"
brand. Reliance FLAG is the worlds largest private undersea cable system spanning
65,000 kms seamlessly integrated with Reliance Communications 1, 10,000 kms of
domestic optic fiber provides a robust Global Service Delivery Platform connecting 37
key business markets in India, the Middle East, Asia, Europe, and the U.S. through an
overlay low-latency, global MPLS-based IP network. The Services provided under
Reliance FLAG are Global Ethernet, managed Bandwidth, Capacity Services, IP Transit,
IPLC and VPN Service.
CHAPTER -2
10

11. RESEARCH DESIGN
2.1 THEOREITICAL BACKGROUND OF THE STUDY
Marketing is defined by American marketing association “Marketing is the performance
of business activities that direct the flow of goods and services from product to
customers”
Marketing management is a business discipline which is focused on the practical
application of marketing techniques and the management of a firm's marketing resources
and activities.
Functions of marketing management:
• Determination of marketing goals
• Formulating marketing, plans, procedures, polices etc
• Designing marketing strategies and marketing mix
• Planning marketing programs
Sales: A sale is the pinnacle activity involved in selling products or services in return for
money or other compensation. It is an act of completion of a commercial activity
Sales management: sales management is attainment of sales force goals in a effective &
efficient manner through planning, staffing, training, leading & controlling organizational
resources.
Functions: The functions of sales management include planning, organizing and
controlling of activities related to recruitment, selection, supervising, motivating and
evaluating the performance of sales force. An important part of the function is to balance
sales activities of the sales team that create short term results, together with building the
business for the longer term future.
Retailing: Retailing is the sale of goods and services to the ultimate consumers for
personal family or household use. Thus retailing involves more than selling tangible
products. Retailer is a person who links the producers and the ultimate consumers.
Functions of retailing:
11

12. 1. An assortment of merchandise appropriate to a particular market
2. Breaking of bulk so that small quantities can be sold
3. Holding of stock for instance availability at relatively stable prices
4. Causing the goods to move through the distribution system i.e. from manufactures
to retailer to consumer
5. Credit and hire purchase facility
6. Product guarantee, after sale service and dealing with customer complaints
Marketing channels - Marketing channels can be perceived as sets of interdependent
organizations involved in the process of making product/services to the potential
consumers
Functions of marketing channel:
1. Satisfy demand by supplying goods and services at right place, quantity, quality
and price
2. Stimulate demand through promotional activities of the units (eg. Retailers,
manufactures representatives, sales officers, wholesales)
3. An organized network that creates value for end users by generation form,
possession ,time and place utilities
4. Identifying customer requirements
Marketing flow in channels:
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13. Physical Physical Physical
distribution distribution distribution
Possession Possession Possession
ownership ownership ownership
Promotion Promotion Promotion
Producers Negotiation Wholesaler Negotiation Retailer Negotiation Consumers
Financing Financing Financing
Risking Risking Risking
Ordering Ordering Ordering
Payment Payment Payment
2. 2 TITLE OF THE STUDY
“A study on channel effectiveness in service delivery of Royal Tech Distributor for
Reliance Communications in Bangalore city”
2. 3.STATEMENT OF THE PROBLEM
A problem well defined is half solved sometimes if we are able to define a problem we
require an explanatory research to gather data about the real nature of the problem and
tom suggest possible solution or new ideas. In case the clarity is there about the problem,
descriptive or casual research is conducted to determine the cause and effect relationship.
The study is conducted to determine to determine the effectiveness of Royal Tech
Distributors in service delivery for Reliance Communications in Bangalore city.
2. 4.OBJECTIVES OF THE STUDY
• To study channel effectiveness in service delivery of Royal Tech Distributor for
Reliance Communications.
• To understand the distribution channel of reliance communication.
• To determine the satisfaction level of the retailers.
• To know the promotional activities provided by the distributors.
• To understand the role of DSR (Direct sales representatives) in service delivery.
• To provide company with suitable suggestions to increase the service delivery.
Data source
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14.  Primary data
 Secondary data
Primary data: this is first hand information collected from
• Existing retailers
• Future potential retailers
The above said data was collected through different modes like
• Observation method
• Survey method
• Interview method.
Secondary data: is data collected from sources which contain data which have been
collected and complied for another purpose. The secondary source of data consists of
Companies database and companies journals
Published records and reports
Related websites of various organizations
Research instruments:
Since the present study was accomplished in a limited time, no sophisticated tools or
statistical techniques could be used. However simple techniques like percentages, visual
presentations like bar charts pie charts, line graphs were used
Questionnaire:
A Communication method which is selected as the instrument for collecting the data as
the respondents are directly interviewed by the researcher.
2.5 SCOPE OF THE STUDY
14

15. In the modern Telecommunication business world, to survive and to make costumer
delight and satisfy is the most important factor which needs to be considered. Increasing
the costumer base is a key factor. The study is the step towards ascertaining the service
provided by reliance communication and other service providers. The mobile phone
market is very competitive.
The study was conducted in Reliance Communication to determine the channel
effectiveness service delivery of Royal Tech Distributor and in order to acquire a larger
customer base satisfying customer with their needs is the most important criteria. These
functions are done through the retailers so it is foremost important to satisfy the retailers
first to identify their needs and to fulfill them and to provide proper promotional tools for
retailers to promote the product.
2.6 RESEARCH METHODOLOGY AND DATA COLLECTION
The word research is derived from the Latin word meaning to know. It is a systematic
and a replicable process, which identifies and defines problems, within specified
boundaries. It employs well-designed method to collect the data and analyses the results.
It disseminates the findings to contribute to generalize able knowledge. The
characteristics of research presented below will be examined in greater details later are:
• Systematic problem solving which identifies variables and tests relationships
between them,
• Collecting, organizing and evaluating data.
• Logical, so procedures can be duplicated or understood by others
• Empirical, so decisions are based on data collected
• Reductive, so it investigates a small sample which can be generalized to a larger
population
• Replicable, so others may test the findings by repeating it.
• Discovering new facts or verify and test old facts.
15

16. SAMPLE SELECTION
• Sample size
• Sampling plan and unit
• Sample design
Sample size
This refers to number of items selected from the universe to constitute a sample. In other
words the number of respondents from which data is collected. The sample size of this
study is 50 to determine the effectiveness of distribution and to evaluate the service
provided to retailers
Sampling units
One of the units into which an aggregate is divided for purpose of sampling. The
sampling unit survey was done in Bangalore city in areas like Shivajinagar,
Vasanthnagar, Cox town, Frazer town etc.
Sample design
Simple random sampling was chosen to collect relevant information.
Simple random sampling:
Simple random sampling refers to that sampling technique in which each and every unit
of the population has an equal opportunity of being selected in the sample
2.7 LIMITATIONS OF THE STUDY:
16

17. • The respondent may be biased.
• Due to language problem it is possible that the respondents were not be able to
understand the questionnaire and can cause misleading results.
• The research was confined to Bangalore city only.
• The time available was insufficient to carry on an exhaustive study but the research
has done every effort to make this study an exhaustive one.
CHAPTER-3
17

18. DATA ANALYSIS AND INTERPRETATION
TABLE NO: 1
Table showing age of the respondents:
PARTICULARS NO OF RESPONDENTS (%)PERCENTAGE
18-20 7 14
20-25 15 30
25-35 18 36
Above 35 10 20
Total 50 100
ANALYSIS:
From the above table it can be observed that, 30% are between age group 20-25, 36% are
between age group 25-35, 20% are between age group above 35 and 14% are between
age between group 18-20.
18

19. GRAPH NO: 1
INFERENCE:
From the above graph we can interpret that a majority of respondents who belong to
middle and young age group are doing retailing business in India. This shows a huge
potential for the young and middle age group people to carry out retailing business.
TABLE NO: 2
19

20. Table showing the occupation of respondents
PARTICULARS NO OF RESPONDENTS (%)PERCENTAGE
Business 26 52
Self employed 11 22
Professional 9 18
Others 4 8
Total 50 50
ANALYSIS:
From the above table it can be observed that, 52% of people are in business occupation,
22% are self employed, 18% are professionals and 8% are doing other occupations.
GRAPH NO: 2
20

21. INFERENCE:
From the above analysis, it is clear that business people, self employed are doing retailing
business and professional people are less because of the research area and other people
carrying out retailing occupation are government employee, house wife’s etc.
TABLE NO: 3
21

22. Gender of the respondents
PARTICULARS NO OF RESPONDENTS (%)PERCENTAGE
Male 41 82
Female 09 18
Total 50 100
ANALYSIS:
From the above table it can be observed that 82% are male and 18% are female among
the respondents who are doing retailing business.
GRAPH NO: 3
22

23. INFERENCE:
From the above graph it is clear that majority of male are doing retailing business.
And female doing the retailing business are very few.
TABLE NO: 4
23

24. Retailers experience with Reliance Communication
PARTICULARS NO OF (%)PERCENTAGE
RESPONDENTS
0-1 yrs 20 40
1-2 yrs 18 36
2-4 yrs 07 14
> 4 yrs 03 6
Total 50 50
ANALYSIS:
From the above table it can be observed that 40% of retailers are doing reliance
communication business from 0-1 years.36% are doing business from 1-2 year,14% are
doing business from 2-4 years and 6% are doing business from more than 4 years.
GRAPH NO: 4
24

25. INFERENCE:
From the above analysis we can infer that from past one year majority of respondents are
retailers for reliance communication. The reason for being retailers of reliance
communication is due to launce of reliance GSM.
TABLE NO: 5
25

26. Retailer response towards Reliance Communication
PARTICULARS NO OF RESPONDENTS (%)PERCENTAGE
Excellent 9 18
Good 25 50
Average 10 20
Below Average 06 12
TOTAL 50 100
ANALYSIS:
From the above table it can be observed that, 50% of retailer’s have a good response
towards reliance communication. 20% say its average, 18% say it’s excellent, and 12%
say it’s below average.
GRAPH NO: 5
26

27. INFERENCE:
From the analyzed data it is clear that retailers have a good response towards reliance
communication for the service provided by them.
TABLE NO: 6
Retailer’s opinion for Service value offered by the distributors
27

28. PARTICULARS NO OF RESPONDENTS (%)PERCENTAGE
Excellent 7 14
Good 28 56
Average 06 12
Below Average 09 18
TOTAL 50 100
ANALYSIS:
From the above table it can be observed that, 56% of retailer’s opinion about service
value offered by distributor is good, 14% say its excellent 12% say its average, and 18%
told it was below average.
GRAPH NO: 6
28

29. INFERENCE:
From the analysis it is clear that service offered by royal tech distributor was good. And
this indicates that retailers have a good opinion towards the distributor for the service
provided by them.
TABLE NO: 7
Product availability of Reliance Communication to retailers by the
distributor
29

30. PARTICULARS NO OF RESPONDENTS (%)PERCENTAGE
Excellent 15 30
Good 19 38
Average 11 22
Below Average 05 10
TOTAL 50 100
ANALYSIS:
From the above table it can be observed that, 38% say product availability of reliance
communication by royal tech distributor was good, 30 say it’s excellent, 22% say its
average, and 10% say it’s below average.
GRAPH NO: 7
30

31. INFERENCE:
From the above analysis it is clear that products of reliance communication were supplied
to retailers by the distributor in time and when the stock was over and there was no delay
in filling of stocks.
TABLE NO: 8
31

32. Customer complaints handled by the distributors
PARTICULARS NO OF RESPONDENTS (%)PERCENTAGE
Yes 31 62
No 19 38
TOTAL 50 100
ANALYSIS:
From the above table it can be observed that, 54% of respondents agree that customer
complaints are handled by the distributor. And 46% do not agree about the customer
complaints handled by the distributor.
GRAPH NO: 8
32

33. INFERENCE:
From the above survey it is clear that majority of retailers say that customer’s complaints
are handled and solved by the distributor. This indicates that service provided by
distributor in order to resolve the customer issues is good.
TABLE NO: 9
33

34. Customer’s complaints handled by the retailers
PARTICULARS NO OF RESPONDENTS (%)PERCENTAGE
Yes 33 66
No 17 34
TOTAL 50 100
ANALYSIS:
From the above table it can be observed that, 66% of retailer says that they handle
customer complaints directly and 34% say they do not handle customer complaints
directly.
GRAPH NO: 9
34

35. INFERENCE:
From the above analyses it shows that retailers resolve the customer complaints directly.
And in order to resolve the customer complaints at a much faster rate retailer must be
provided with proper training and necessary skills to handle customer issues.
TABLE NO: 10
35

36. Opinion of retailers about the duration taken to assess customer
complaints
Hours Days Week Total
TIME TAKEN
PARTICULARS NOR %Age NOR %Age NOR %Age NOR %Age
a. Handsets
09 38 13 26 18 36 50 100
b. Sim activations
14 28 28 56 4 8 50 100
c. Recharges
44 88 6 12 - - 50 100
NOTE: NOR =No of respondents
ANALYSIS:
From the above table it can be observed that,
38% retailers say it takes hours together to repair or resolve complaints w.r.t to handsets
and 26% say it take days to rectify the issue.
14% say it takes hours for sim activations and 56% say it takes days for sim activation.
88% say it takes hours to recharge and 12% say it takes days for recharges to be done.
GRAPH NO: 10
36

37. Graph showing Opinion of retailers about the duration taken to assess
customer complaints
INFERENCE:
From the above analyses it can be observed that more time was taken to
rectify issues like handset repairs, days together for sim activations while
recharges took less time
TABLE NO: 11
37

38. Promotional activities provided by distributor to sell the product
PARTICULARS NO OF (%)PERCENTAGE
RESPONDENTS
Advertisements 10 20
Brochures 20 40
Posters/Displays 12 24
Others 08 16
TOTAL 50 100
ANALYSIS:
From the above table it can be observed that, 40% of respondents find brochures were
provided by distributor to sell the product, 24% say posters and displays were provided ,
20% say advertisement were provided and 16% say other promotional support were
provided to sell the products.
GRAPH NO: 11
38

39. INFERENCE:
From the above analyses it is clear that broachers, posters/displays are the most effective
promotion activities provided by the distributors. And other promotional activities like
stickers, catalogues are provided by distributor to sell the products which were not much
effective.
TABLE NO: 12
Opinion about the service provided by Royal Tech Distributor.
39

40. OPINIONS Need to
Excellent Good Average Total
improve
NOR %Age NOR %Age NOR %Age NOR %Age NOR %Age
PARTICULARS
a. Speed of
Service 12 24 21 42 10 20 7 14 50 100
b. Product
knowledge 9 18 18 36 13 26 10 20 50 100
c. Willingness to
help 4 8 16 32 24 48 6 12 50 100
d. After sales
14 28 26 52 6 12 4 8 50 100
service
NOTE: NOR =No of respondents
ANALYSIS:
From the above table it can be observed that:
42% respondents say that speed service provided was good, 14% say it needs to improve.
36% respondents agree product knowledge of distributor is good and 20% agree it needs
to be improved.
48% of respondents say that willingness to help of distributor was average and 8% say its
excellent.
52% of respondents say after sales service of distributor is good and 8% say it needs to be
improved .
GRAPH NO: 12
40

41. Graph showing opinion of retailers about the service provided by Royal
Tech Distributor.
INFERENCE:
From the above survey it is clear that speed of service provided is good and product
knowledge provided by distributor is good but as we can see the support provided by
distributor needs improvement and after sales service is excellent. Hence we can
conclude that service provided by Royal Tech Distributor is good.
TABLE NO: 13
41

42. Table showing the retailer satisfaction with the profit margin provided
by the distributors
PARTICULARS NO OF RESPONDENTS (%)PERCENTAGE
Yes 34 68
No 16 32
TOTAL 50 100
ANALYSIS:
From the above table it can be observed that, 68% are satisfied with the profit margin
provided by the distributor and 32% are not satisfied with the profit margin provided by
the distributor.
GRAPH NO: 13
42

43. INFERENCE:
From the survey it is clear that profit margin given to retailers on easy recharges, sim
activations, handset selling are provided within the time period and retailers are satisfied
with the profit margin provided.
TABLE NO: 14
43

44. Table showing Comparison of Royal Tech distributors with other
distributors
RATINGS Need to
Excellent Good Average Total
improve
NOR %Age NOR %Age NOR %Age NOR %Age NOR %Age
PARTICULARS
a. Advertisement
07 14 14 28 16 32 13 26 50 100
b. Promotion
08 16 18 36 14 28 10 20 50 100
c. Credit
11 22 14 28 13 26 12 24 50 100
d. Claims 02 04 12 24 25 50 11 22 50 100
e. Offers/Gifts 07 14 16 32 19 38 8 16 50 100
NOTE: NOR =No of respondents
ANALYSIS:
From the above table it can be observed that, 32% say advertisements provided by
distributor were average when compared to other distributors and 14% say it was
excellent.
36% say promotions provided by distributor were good and 16% say it was excellent.
28% say credits provided by distributor were good and 22% say it was excellent.
50% say claims were settled at a average rate and 04 % say it was excellent.
38% say offers/gifts provided were average and 14% say it was excellent.
44

45. GRAPH NO: 14
Graph showing the comparison of Royal Tech Distributor from other
distributors.
INFERENCE:
From the survey we can conclude that advertisements provided by distributor were
average when compared to other distributor and promotion were good .credit provided by
distributor were average when compared to other distributor and claims were settled at a
slower rate. Offers/gifts provided to retailers’ were average when compared to other
distributors.
45

46. TABLE NO: 15
Table showing retailers opinion about frequency of direct sales
representatives (DSR) visits to retail shops
PARTICULARS NO OF RESPONDENTS (%)PERCENTAGE
YES 31 62
NO 19 38
Total 50 100
ANALYSIS:
From the above table it can be observed that, 62% agree that DSR visits their shops
regularly and 38% say DSR does not visits their shops regularly.
GRAPH NO: 15
46

47. INFERENCE:
From the above graph it is clear that DSR visits to retail outlets frequently.
TABLE NO: 16
47

48. Table showing DSR Visit to retailers per week:
PARTICULARS NO OF RESPONDENTS (%)PERCENTAGE
0-1 times 7 14
1-2 times 12 24
2-3 times 9 18
3-4 times 6 12
4-5 times 14 28
5-7 times 2 4
TOTAL 50 100
ANALYSIS:
From the above table it can be observed that, 14% of shops are visited by DSR 0-1 times
in a week, 24% of shops are visited 1-2 times in a week, 18% of shops are visited 2-3
times in week, 12% of shops are visited 3-4 times in week 28% of shops are visited 4-5
times in week and 4% of shops are visited 5-7 times in week.
48

49. GRAPH NO: 16
INFERENCE:
From the above graph it is clear that frequency of DSR visits to a shop in a week is 4-5
times. This indicates only few shops are visited on a regular basis.
TABLE NO: 17
49

50. Table showing Experience of retailer when interacted with Direct Sales
Executive (DSR).
RATINGS Need to
Excellent Good Average Total
improve
NOR %Age NOR %Age NOR %Age NOR %Age NOR %Age
PARTICULARS
a.
Courteous/polite 14 28 16 32 11 22 9 18 50 100
b. Listening skills
8 16 14 28 12 24 16 32 50 100
c. Product
knowledge 10 20 13 26 18 36 9 18 50 100
d. Willingness to
6 12 14 28 20 40 10 20 50 100
help
e. Speed of service 11 22 18 36 9 18 12 24 50 100
NOTE: NOR =No of respondents
ANALYSIS:
From the above table it can be observed that, 32% say DSR were polite and courteous
with retailers and 18% say they should improve.
32% say listings skills of DSR needs to be improved and 16% say it’s excellent
36% say DSR have average level of information about product and 18% say it should be
improved.
40% say DSR willingness to help to retailers is average and 12% say it’s excellent
36% say DSR speed of service was good and 18% say its average.
50

51. GRAPH NO: 17
Graph showing retailers experience when interacted with Direct Sales
Representatives (DSR)
INFERENCE:
From the above graph it is clear that DSR are courteous and polite with retailers.
Listing skills of DSR is poor and need to be improved, product knowledge is average.
The willingness of DSR to sort out retailer’s problem is average. And speed of service
provided by DSR to retailers is good.
CHAPTER -4
51

52. SUMMARY OF FINDINGS
• From the analyzed data it is clear that 36% of respondents who were doing
retailing business were people of young and middle age group. This shows that
there is a huge potential for this category of people to carry out retailing business
and no of retail shops were increased by 40% in the past one year due to the
launch of reliance GSM service
• Majority of male are doing retailing business and female doing the retailing
business are very few.
• It was observed from analyzed data that product were available to retailers
through distributors on time. Customer complaints were handled by both retailers
and distributors
• 50% of retailers had a good response towards the response provided by reliance
communication
• 68% of retailers were satisfied with the profit margin provided to them
• From the above analyses it was observed that more time was taken to rectify
issues like handset repairs, days together for sim activations while recharges took
less time
• When royal tech distributor was compared to other distributor 32% of respondents
said that advertisements were not effective and 50 % said that claims were not
settled soon
• 40% retailers had a good opinion that promotional support provided to them was
not effective.
• Retailers had a good opinion towards DSR for the service provided.62% of
retailers had a opinion that DSR visited their shops frequently. It was observed
from the analyses that DSR were courteous and polite with retailers but listening
skills and product knowledge was average.
CHAPTER -5
52

53. SUGGESTIONS AND CONCLUSION
SUGGESTIONS:
From the analysis it is clear that the distributors need to maintain stock of CDMA
handsets, CDMA and GSM currencies and recharge coupons as there is a shortage of
supply in some retail outlets and another frequent complaints which is seen among the
retailers is about the settlement of claims, measures must be taken to resolve it soon. As
there were many retailers who are were into CDMA business and now have also taken up
new Reliance GSM, confusion is created for the recharge technique of CDMA and GSM,
to overcome this they should be provided with retailers help desk number.
DSR (Distributor Sales Representative) forms a bridge between distributors and
the retailers, therefore it is very essential for Royal Tech to train the DSR’s so that they
will be able resolve the retailer’s problems and thereby need not approach channel
manager or distributor manager. The channel Manager should have regular visits to all
categories of retailers and randomly check the performance of the DSR’s.
To increase the sales of GSM, company should provide electronics displays in
selected retail shops so as to attract the customers and advertisements about these retail
outlets in newspapers so that they can overcome the standard promotion way of only
posters and banners.
Reliance GSM need to motivate the retailers by giving them incentives, trophies
of achievements to retailers for achieving the target and boosting the sales. This forms a
way of motivation for the retailer to concentrate on further increase of sales.
The company needs to train the retailers about the product and its offers so that they will
be in a position to handle the customer complaints directly and need not approach the
distributor frequently.
53

54. CONCLUSIONS:
Success of an organization largely depends mainly on its marketing abilities. For
this, a marketer should know the needs, requirements and preferences of target market.
The marketer should make a detailed study of the expectations of the retailers and then
take necessary steps to fulfill the needs of the retailer. As it is the retailers who interacts
with the end customers it is necessary to identify the requirements of retailer and to fulfill
those needs to do this work the channel effectiveness should be determined in the role of
service delivery. The main motive for conducting this survey was to identify the channel
effectiveness in service delivery of distributor for reliance communication.
The report was an endeavour to determine how effective are the distributor was in
delivery of service for the retailers. The study was successful in understanding the
distribution channel of reliance communication and how the products reach to ultimate
consumer .The flow of products through different intermediaries in the channel and role
played by them in delivery of products to consumers.
The analysis helped to identify the satisfaction level of retailers for the service
provided by the distributors and impact of this on ultimate customers. And to identify
different promotional support provided by the company and to differentiate the
distributors according to their performances. It was useful to understand the role of
representatives in service delivery to retailers.
The study is confined only to East of Bangalore and the retailers of Royal Tech
and from the survey it was clear that overall performance of Royal Tech is good and the
retailers were satisfied.
54