1. PROJECT OF SERVICE MARKETING PROJECT ON RELIANCE
COMMUNICATION
Submitted to Management Department, ITM University, Gwalior
For the Fulfillment of 3rd Trimester
SUBMITTED TO: SUBMITTED BY:
PROF ADITAYA TRIPATHI MD ATIULLAH KHAN
NEHA KUMARI
ASHEESH KUMAR
SACHIN TOMAR
VIKASH SHARMA
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3. PREFACE
“Learning categorizes you and practicing on that learning specializes you”. Theoretical
concepts taught and discussed in the classroom prove useful if they have to remain
relevant. Practice orientation of management student is must generating competence to
deal with issues at grass root level it is for this reason that three month trimester project
study is prescribed as a part of syllabus for MBA Degree in Gwalior. This training is the
mode of imparting practical training to the student. The objective is to provide a deep
insight into practical aspects of the functioning of the organization. The train apprises
the student to the actual function, responsibility and problem faced by an organization. It
provides him with the knowledge of the various kind of problem that crop up in the day
to day functioning of the organization .The way they are solved by the departments and
appraisal of the crucial decision taken by the manager at the crucial time.
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4. We would like to thank my service marketing sir prof.Aditaya Tripathi, who is really a
great person. He is always inspiring us for this project. He is very friendly& cooperative.
We are grateful to Reliance communication Limited Gwalior and all the staff members
for giving me all kind of support that we needed. We would also like to thank all the staff
members of store who shared their precious time and experience with us.
Last but not the least, I extend my sincere thanks to my Faculty guide, all my friends
and the Institute for providing the help that was needed.
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5. Company profile
“Think big, think fast, think ahead.
Ideas are no one’s monopoly.”
- Dhirubhai H. Ambani
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6. ABOUT THE 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 35
million customers. 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 we serve.
Reliance Mobile (formerly Reliance India Mobile), launched on 28 December 2002,
coinciding with the joyous occasion of the late Dhirubhai Ambani’s 70th birthday, was
among the initial initiatives of Reliance Communications. It marked the auspicious
beginning of Dhirubhai’s dream of ushering in a digital revolution in India. Today, we can
proudly claim that we were instrumental in harnessing the true power of information and
communication, by bestowing it in the hands of the common man at affordable rates.We
endeavor to further extend our efforts beyond the traditional value chain by developing
and deploying complete telecom solutions for the entire spectrum of society.
Vision
By 2015, be amongst the top 3 most valued Indian companies, providing Information,
Communication & Entertainment services, and being the industry benchmark in
Customer Experience, Employee Centricity and Innovation.
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.
1. To work with vigor, dedication and innovation to achieve excellence in service
quality, reliability, safety and customer care as the ultimate goal.
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7. 2. To consistently achieve high growth with the highest levels of productivity.
3. To be a technology driven, efficient and financially sound organization.
4. To contribute towards community development and nation building.
5. To be a responsible corporate citizen nurturing human values and concern for
society, the environment and above all, the people.
6. To promote a work culture that fosters individual growth, team spirit and creativity
to overcome challenge and attain goals.
7. To encourage ideas, talents and value systems.
8. To uphold the guiding principle of trust, integrity and transparency in all aspects
of Interpretation and dealings.
Values
We will put customer first at all times, and built long term relationship with them.
1. We shall believe interpretation and keep every commitment that we make.
2. We will operate with honesty and integrity interpretation all our dealings.
3. We treat every individual with dignity and respect.
4. We will approach every endeavor with zeal & an attitude towards excellence
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8. 7 P's of marketing for Reliance Communication
Product
Reliance mobile always faced the problem of weak network. So to correct the major
have invested over Rs 300 crore to upgrade to NGIP (Next Generation IP) network.
Product has to sell itself. Now they are launching about more than 1100 network towers
to provide more coverage to its customers.
Price
There is many ways to price a product. The pricing policy/ strategy vary in various
situations. In case of Reliance mobiles they have priced their product at a very low price
& they also come up with new plans.
Place
Another element of Marketing Mix is Place. Place is also known as channel, distribution,
or intermediary. It is the mechanism through which goods and/or services are moved
from the manufacturer/ service provider to the user or consumer. Reliance Mobiles do
not find it very difficult to find the distribution channel because they are the old players
and distribute their product in India.
Promotion
Another one of the 4P's is promotion. This includes all of the tools available to the
marketer for 'marketing communication'. Reliance has recently started doing heavy
promotions.
Physical Evidence
Physical Evidence is the material part of a service. Strictly speaking there are no
physical attributes to a service, so a consumer tends to rely on material cues. As
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9. Reliance mobile provide various rental plans.
People
Reliance always valued their customers. They provide a very cheap call rates affordable
to the lower class.
Process
Process is another element of the extended marketing mix, or 7P's.There are a number
of perceptions of the concept of process within the business and marketing literature.
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10. Posioning of reliance communication
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11. According to the diagram we divide the product in to four quadrant :- it is ( +ve +ve) , 2nd
is ( +ve negative) 3rd is (negative negative) and 4th is (negative, positive)
And we divide the segment according to the service. We see that Vodafone and airtel
have a positive impact because of people feedbacks positive for Vodafone and airtel so
popular. And this figure also that idea in negative and positive in idea. Reliance comes
in negative and negative because public know about service .in reliance there is
problem in providing service they should improve in service providing.
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12. By this figure we can see how many customer near about company, Vodafone and airtel
have almost customer. Reliance has only 6 customers nearly 20%, idea has 8 customer
nearly 27%.
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