“Effectiveness of Marketing Strategy

(TOMA) used by Reliance

Communication”

Submitted in partial fulfilment of the requirement of Master of

Business Administration Program

(2009 - 11)

SUBMITTED TO SUBMITTE BY

Ms. Ramanpreet kaur Sandeep Kumar Yadav

(Lecturer) Roll No: 0916470047

PSIT MBA 2nd Sem.

Pranveer Singh Institute of Technology, Bhauti, Kanpur

G. B. TECHNICAL UNIVERSITY,

LUCKNOW

STUDENT DECLARATION

I here by declare that the dissertation entitled “Effectiveness of Marketing Strategy

(TOMA) used by the Reliance Communication” done at Reliance Communication,

Kanpur and submitted to the Department of MBA, Praveen Singh Institute of

Technology, Bhauti, Kanpur, affiliated to AICTE, is an original work done by

me.

Name: Sandeep Kumar Yadav

Roll No.: 0916470047

ACKNOWLEDGEMENT

I feel great satisfaction in presenting our Summer Internship on “Effectiveness of

Marketing Strategy (TOMA) used by the Reliance Communication”. I wish to

express our humble gratitude towards all those who helped, guided and encouraged us in

completion of this project report.

First and foremost we wish to express our deep and sincere feelings of gratitude to this

great institution of ours, PRANVEER SINGH INSTITUTE OF TECHNOLOGY, for

providing us with the opportunities for completion of our training successfully.

We express our heartfelt gratitude to Dr. C.K. Tiwari, Head of Department of MBA,

for his encouragement and facilities provided to carry out this training on time.

We express our immeasurable gratitude to our lecturer, Miss. Ramanpreet, for his

sincere effort in guiding us throughout our project.

I would also like to thanks to “Mr. Praveen Sinha” Marketing Head, Reliance

Communication. I would also like to thank our family members, friends, and relatives.

Without their help this project would have not taken off.

Sandeep Kumar Yadav

(MBA STUDENT)

PREFACE

Anyone who looks seriously at today’s business environment will have considerably

difficulty finding an industry that changes as rapidly as advertising in marketing.

A strategy or technique or even a type of advertising organization that works may be

less effective tomorrow, yet fundamentals exist that remains constant throughout the

years.

Top of mind awareness also completely depends on advertising so we analyze the

TOMA on the basis of different mode of advertisement.

According to KOTLER advertising can attempt to:

Convey information

Alter perception

Stimulate desires

Produce convections

Direct actions

EXECUTIVE SUMMARY

I have gratefully completed my Summer Internship with Reliance Communication in Kanpur.

The topic of this project is Effectiveness of Marketing Strategies (TOMA) Top of the mind

awareness focused on telecom companies in the city of Kanpur. Objective of the research is to

find out reliance communication awareness in telecom industry in the city of Kanpur. Which

one company has more awareness in which sectors prepaid or postpaid? Along with it, I try to

find out-

Which telecom company has more awareness?

Do reliance communication is leading from its competitors?

To find out where reliance communication is lagging behind from that leader telecom

companies.

To study the exact scenario of Reliance in Kanpur city.

I have made a questionnaire, which was been filled by ultimate user of mobile and the sample

size taken is 100. The aim of the study is to find out the strength and weakness of the Reliance

communication and how the Reliance communication overcomes their weakness to be a

leading telecom service provider in the market.

CONTENTS

SERIAL NO. TOPICS PAGE NO.

1.

INTRODUCTION

INDUSTRY PROFILE

RELIANCE

COMMUNICATION

2. RESEARCH

METHODOLOGY

3. DATA INTERPRETATION

AND ANALYSIS

4. LIMITATIONS

5. RECOMMENDATIONS

6. CONCLUSION

7. BIBLIOGRAPHY

9. ANNEXURE

Top of mind awareness (TOMA) is owing the space that your product or service

occupies between your prospects years that way when they are ready to buy they think of you

first.

As corporation in every industry are tightening their belt straps in order to keep themselves in

the black, the competition for professional speakers to present to these organization is tougher

than ever. Corporate meeting planners, looking for the most bangs for their buck, are

scrutinizing every speaker’s credentials and reputation in the hopes of booking the most

influential presenter for their company’s event.

If this scenario sounds all too familiar, there is hope. In this age of increased corporate bottom

line consciousness, getting top of mind awareness will set you apart from the competition.

How the pros use publicity to enhance their top of mind awareness:-

(1) Develop your ‘hook’

No one wants to hear the same old message over and over again. That’s why you must develop

a hook – a unique angle that sets you apart from other speakers.

(2) Write articles:-

Getting published in magazine or trade journal is an excellent way to become perceived as an

expert; Articles allow you reach thousands of people free. Additionally you can reprint your

published article and use them as promotional item.

(3) Make phone calls to editors, reporters and producers:-

Phone calls are the most effective way to build rapport with media. By talking with media, you

can learn exactly what they need and customize your message for their audience.

(4) Send fax-outs and mail-outs:-

If you need to reach a large audience in a short period of time, fax mail outs are ideal. They

allow you to target quickly and exactly key people who will get you the most publicity.

INDUSTRY PROFILEINDUSTRY PROFILE

INDIAN MOBILE SERVICE SECTORINDIAN MOBILE SERVICE SECTOR

India’s telecom market has grown rapidly in the last few years…India’s telecom market has grown rapidly in the last few years…

•• Revenues Revenues ~ USD 19.5 bn (FY 2009) ~ USD 19.5 bn (FY 2009)

•• CAGR (FY 2005-09) - 21%CAGR (FY 2005-09) - 21%

•• Have doubled in last 3 yearsHave doubled in last 3 years

•• Subscribers ~ 160 million (Aug 2009)Subscribers ~ 160 million (Aug 2009)

•• CAGR (FY 2005-9) - 38 %CAGR (FY 2005-9) - 38 %

•• Nearly quadrupled since FY 05Nearly quadrupled since FY 05

•• 5-6 million being added every month5-6 million being added every month

Revenue growth20

15

1110

9

0

5

10

15

20

2005 2006 2007 2008 2009

$ B

illi

on

CAGR -

21%

•• Tele-Density - 14.8 (Aug 2009)Tele-Density - 14.8 (Aug 2009)

•• Has doubled in 3 years Has doubled in 3 years

•• Target set for 2009 under NTP 1999 achieved during FY 2007 Target set for 2009 under NTP 1999 achieved during FY 2007

…and is poised to be the second largest network globally by 2009*

Expected to overtake US by 2009

* Based on excerpts from Worldwide Wireless Data Trends 2007 - a midyear update

Datacomm research

Telecom Subscribers - Country wise December 2009China743

USA360

Ind125

Rus130

Germany134

Japan 153

0

200

400

600

800

mn

. su

bsc

rib

ers

India - Nov 2009

184 mn. subs

Mobile telephony continues to be the key growth driver…Mobile telephony continues to be the key growth driver…

•• Progressive regulationProgressive regulation

•• Migration to revenue sharingMigration to revenue sharing

•• Calling Party Pays (CPP) regimeCalling Party Pays (CPP) regime

•• Unified access licensingUnified access licensing

•• Intra-circle merger guidelinesIntra-circle merger guidelines

•• Intensifying competitionIntensifying competition

•• 3 to 6 players per circle3 to 6 players per circle

•• Presence of CDMA and GSM providersPresence of CDMA and GSM providers

•• Significant share of private sectorSignificant share of private sector

•• Growing affordabilityGrowing affordability

•• ARPUs among lowest in the worldARPUs among lowest in the world

•• Lower cost of ownership due to Low cost / used handsetsLower cost of ownership due to Low cost / used handsets

•• Success of the pre-paid formatSuccess of the pre-paid format

Wireless emerging as the preferred mass market Wireless emerging as the preferred mass market

format service providers focus on Internet / broadbandformat service providers focus on Internet / broadband

access to improve fixed line ARPU* access to improve fixed line ARPU*

* Average Revenue per user* Average Revenue per user

2009 figures as of Nov 20092009 figures as of Nov 2009

Growing network coverage is triggering further market expansion

Vibrant and competitive telecom market

CompanyCompany PresencePresence

SubscribersSubscribers

Jul 09 (mn)Jul 09 (mn)Share (%)Share (%)

FixedFixed MobileMobile FixedFixed MobileMobile

BSNLBSNL

Government owned. Has ramped up Government owned. Has ramped up

GSM services. National presence GSM services. National presence

(except Mumbai and Delhi)(except Mumbai and Delhi)

37.437.4 17.717.7 74.7%74.7% 19.6%19.6%

Support from Universal Service Obligation Fund envisaged for shared network infrastructure creation in uncovered rural areas

450 million~ 350,000 out of

607,000 villages

NegligibleNegligible

Rural

300 million~ 4900 towns out of nearly

5200 towns

200 million~ 1700 of 5200 towns

Urban

PopulationLocationsPopulationLocations

Cellular reach (End 2006 - Est.)

Cellular reach (2003-04)

Segment

MTNLMTNLGovernment owned. Operates in Government owned. Operates in

Delhi and Mumbai.Delhi and Mumbai.3.83.8 2.02.0 7.7%7.7% 2.3%2.3%

BhartiBharti

Integrated operator, with presence in Integrated operator, with presence in

all sectors. Largest mobile services all sectors. Largest mobile services

provider. provider.

1.41.4 19.619.6 2.7%2.7% 21.7%21.7%

RelianceReliance

Integrated operator. Plans expansion Integrated operator. Plans expansion

of GSM network apart from being of GSM network apart from being

the largest private CDMA operators. the largest private CDMA operators.

3.03.0 17.317.3 6.0%6.0% 19.2%19.2%

HutchHutchPure play GSM operator in 11 Pure play GSM operator in 11

circles. circles. 15.415.4 17.0%17.0%

IDEAIDEA Pure play GSM operator in 6 circlesPure play GSM operator in 6 circles 7.47.4 8.2%8.2%

TataTata

TeleservicesTeleservices

Integrated operator (along with Integrated operator (along with

VSNL) with presence in all VSNL) with presence in all

segments. Provides CDMA services segments. Provides CDMA services

in 20 circlesin 20 circles

4.04.0 4.94.9 8.0%8.0% 5.4%5.4%

AircelAircel

Operates in 2 circles. Announced Operates in 2 circles. Announced

Plans to expand GSM footprint in Plans to expand GSM footprint in

North and North eastNorth and North east

2.62.6 2.9%2.9%

Spice Spice Pure play GSM player in 2 circlesPure play GSM player in 2 circles 1.91.9 2.1%2.1%

Others Others    0.40.4 1.41.4

TotalTotal    5050 9090

Several Indian firms gaining a foothold in the global market

• Indian service providers acquiring scale in the International Long

Distance market through acquisitions…

• Acquisitions - FLAG by Reliance, Tyco and Teleglobe by Videsh Sanchar Nigam

Limited

• VSNL is now the world's fifth largest carrier of voice globally

• Reliance’s FLAG network connects with 28 countries. FLAG’s FALCON cable system

when completed would connect 12 countries with 25 international cable landing

stations

• Investments in Infrastructure and

• Bharti-Singtel and VSNL investments in undersea cable

• Emerging as Integrated telco, positioning themselves as full service

providers

• Tata teleservices-VSNL, Bharti, Reliance have end-to-end presence in ILD, NLD and

Access; BSNL has announced plans to get into ILD

• Focus on corporate connectivity - IPLCs, Frame relay, VPNs

• Strong thrust on internet and broadband - both corporate and retail segments

Reform thrust on independent regulation, competition and investment

facilitation

Pre-reform Partial Deregulation Further Deregulation

Pre-1994 1994-1999 1999 - 2002

MTNL - Mumbai and Delhi; DTS elsewhere

No mobile serviceNLD - DoT per/

BSNL ILD - VSNL

4 private fixed service providers with less than 1% market share

2 GSM mobile players in each circle

13 players start mobile service

Licenses converted to revenue sharing

Private sector share less than 5% in revenue terms

Competition in NLD and ILD

Licenses on Revenue share 4 mobile operators / circle

NTP 1999BSNL formed 2001Internet Telephony 2002FDI - 49 %

National Telecom Policy (NTP) 1994

TRAI constituted 1997

Calling Party Pays CDMA launch3-6 operators in

each circleIntra-circle merger

guidelinesUnified Licensing

Take-off

2002 onwards

Broadband policy 2004

FDI - 74% 2005

National Telecom Policy, 1994

New Telecom Policy, 1999

Unified Licensing Regime

Independent regulation has been a critical factor in growth

Mobile Value Added Services (VAS) set to register explosive growth*

• Data and VAS contributed to 7% of revenue in 2009

• Messaging and music (ring tones, downloads etc) to be key contributors

• VAS revenues expected to grow given

2005ILD opened to competitionInternet Telephony allowed.Reduction in License fees

2006Calling Party Pays RegimeUnified Access LicensingReference Interconnect Order

2007Intra-circle merger guidelinesInternet / broadband

penetration

2008 Unified LicensingQuality of Service

regulationRural Telephony

2009 Number portabilityConvergence

TRAI’s recommendations

• Demand - Young population (60% < 30 years) and an affinity to music and

movies

• Supply - aggressive pricing, vibrant ecosystem of content providers /

broadcasters, declining GPRS/mp3 handset prices

• Indian Idol - a reality show on Sony Television got 55 million SMS messages in 5

months

• Radio Mir chi - a popular FM radio channel receives ~

40000-45000 SMS messages every day

• R-World - the mobile portal of Reliance Communications had

5.3 million visitors out of its 18 million subscribers in 2005

VAS expected to contribute 20% of revenue by 2009 and 30% by 2010.

A compelling destination for Telecom service providers and equipment

majors

• Largest pure-play GSM service provider in India

• Has over 15 million subscribers

• Has a 10% stake in Bharti telecom, an integrated service provider

• Represents the largest foreign investment in the telecom services sector in India

• In 2007 it has also captured Hutchison stake in hutch.

TELECOMwww.imacs.in

• Nortel offers a suite of products and solutions across two broadcategories Carrier Networks (incorporating Wireless Networks, Wireline Networks and Optical Networks) and Enterprise Networks.

• In India since 1991. Has an R&D centre in Bangalore

• Promotes and supports a range of telecommunications products andservices in India in association with licensed operators.

• Has invested in Bharti Airtel and also Network i2i is a 50:50 Joint Venture between Bharti and SingTel, connecting Chennai to Singapore

• Largest pure-play GSM service provider in India

• Has over 15 million subscribers

• Has a 10% stake in Bharti telecom, an integrated service provider

• Represents the largest foreign investment in the telecom services

sector in India

• In 2006 it has also captured hutchison stake in hutch.

A compelling destination for Telecom service providers and equipment majors

Advantage India and business opportunities

• Promotes and supports a range of telecommunications products and services in India in

association with licensed operators.

• Has invested in Bharti Airtel and also Network i2i is a 50:50 Joint Venture between

Bharti and SingTel, connecting Chennai to Singapore

• Nortel offers a suite of products and solutions across two broad categories Carrier

Networks (incorporating Wireless Networks, Wire line Networks and Optical

Networks) and Enterprise Networks.

• In India since 1991. Has an R&D centre in Bangalore

Key Indian Companies

• BSNL - Incumbent service provider and World's 7th largest Telecommunications

Company providing comprehensive range of telecom services in India

• Services include Wire line, CDMA mobile, GSM Mobile, Internet, Broadband, Carrier

service, MPLS-VPN, VSAT, VoIP services, IN Services etc.

• MTNL - State owned operator covering the cities of Mumbai an Delhi

• Provides both fixed and mobile services

• Bharti Airtel - Integrated operator with presence in all segments

• Leads the mobile segment in the country

• Reliance Communications - Largest player in India in the CDMA segment

• Plans a GSM network

• Tata Teleservices - Integrated operator (with VSNL) with presence in all segments

• Provides CDMA services in 20 circles

Network

Telecommunication networks are the infrastructure for provisioning Communications services.

All businesses today are dependent on telecom to continue their day-to-day operations. The

range and quality of services that can be provisioned is determined by the quality of the

network deployed.

The Reliance Communications network consists of 60,000 kilometers of optical fibre cables

spanning the length and breadth of India. These cables can carry thousands of billions of bits

per second and can instantly connect one part of the country with another. This physical

network and its associated infrastructure will cover over 600 cities and towns in 18 of the

country's 21 circles, 229 of the nation’s 323 Long Distance Charging Areas (LDCAs) and

broadband connectivity to over 190 cities. This infrastructure will be backed by state-of-the-art

information management systems and a customer-focused organization.

An interesting aspect of the network is the manner in which these fibres are interconnected and

deployed. Reliance's architecture is so fault-tolerant that the chances of failure are virtually nil.

Reliance's ring and mesh architecture topology is the most expensive component to implement,

but assures the highest quality of uninterrupted service, even in the event of failure or breakage

in any segment of the network. Reliance has 77 such rings across the country with at least

three alternative paths available in metros. Connected on this topology, the service has

virtually no chance of disruption in quality performance.

Ceaselessly so that state-of-the-art technology can be leveraged to create products and services

that are affordable.

Access networks determine the services that can finally be delivered to customer. Our network

has wire line access technologies based on fibre as well as copper. Fibre in the access network

makes broadband services easy to deploy. The wireless access network deployed for CDMA

1X is spectrum efficient and provides better quality of voice than other networks and higher

data rates. CDMA 1X also provides an up gradation path to future enhancements.

Reliance - ADA Group

NETWORK

PAN India network and town coverage.

80,000 kms of optic fibre backbone.

 

Wireless network covering over 4500 and about 3 lakh villages.

 

15, 000 Base Transceiver Stations (BTSs) across the country.

 

Network with superior reliability.

 

All this managed from our state-of-the-art national network operations

centre in Mumbai

Reliance Hello

Fixed Wireless Phone (FWP)

Great advantages at your fingertips

BENEFIT #1

No Wires Attached

Get on the wireless connectivity bandwagon and straight away become immune to cuts in the

cable rains etc.

Carry the set along with you when you move from one room to another or when you shift your

home or office.

BENEFIT #2

Mobile Phone's Features

Enjoy all the features of a mobile phone:

Sms , in-built caller line identification , voice mail , speaker phone ,a choice of many

ringtones , and etc.

BENEFIT #3

City Mobility

You can use your fixed wireless phone anywhere within your city and still receive and make

calls , at no extra cost.

Handset Experience

Black and White Handsets

LG RD 2690

UTStarcom C1122 - Smarty

LG RD 2650

LG RD 2630

LG RD 2530

LG RD 2430

SAMSUNG BOSS

LG RD 2330

LG RD 2230

LG RD 2130

Nokia 2112

Samsung 356 slim

Color Handset

LG 5340

Nokia 3125

LG RD 5130

Nokia 3105

Nokia 6012

Nokia 6585

Color Handset with Camera

LG RD 6500

GTRAN GCP 4020

LG RD 6130

LG RD 6000

Nokia 6225

Video Camera Phone

LGRD 6230

NOKIA 6255

Camera Watch Phone

Telson TWC 1150

PDA Color Phone

UT Star PPC 6700

Kyocera 7135

My Reliance Mobile

Reliance Mobile and Reliance Hello (FWP only) individual customers can view their bills

online.

The Reliance Communications Saga

1999 The Dream, 1999

"Make a phone call cheaper than a postcard and you will usher in a

revolutionary transformation in the lives of millions of Indians"

– Dhirubhai Ambani

1999 The Reality, November 15

Reliance Infocomm begins Project Planning

2000 May 10

Optic fibre laying process commences in Gujarat, Andhra Pradesh &

Maharashtra

2001 May 1

First Media Convergence Node made "Ready for Electronics" at Jaipur

2002 January 15

First Base Transceiver Station (BTS) made "Ready for Electronics"

February 25

Obtains International Long Distance License from Govt. of India

December 22

Commissions 1st Optic Fibre Backbone ring

December 24

Establishes 1st Point of Interconnect (POI) in New Delhi

December 27

Hon'ble Prime Minister of India, Atal Behari Vajpayee e-inaugurates

Reliance Infocomm Hon'ble Union Minister for Parliamentary Affairs,

Information Technology and Communications, Pramod Mahajan,

inaugurates

NNOC

2003 January 15

Introduces Dhirubhai Ambani Pioneer Offer for Reliance India

February 14

Launches Reliance WebWorld in top 16 cities

July 3

Launches R Connect Internet connection cable

2003  Aug 26

Introduces Reliance IndiaPhone Fixed Wireless Phone and Terminal

  September 20

"Navratri" a data service in R-World posts a world record of 10 million

downloads on the first day of the launch.

  September 30

R World clocks a phenomenal 1 billion hits in 1 month

  October 6

Launches integrated broadband centre at Reliance WebWorld, Bangalore

  October 24

Deploys pilot of Home Netway in Mumbai

  October 30

Reliance becomes India's largest mobile service provider within 7 months

of commercial launch

  November 3

Customer base touches 5 million

  November 12

Migrates to Unified License Regime

  November 16

Launches National Roaming

  November 21

Launches International SMS to 159 countries launched

December 19

Adds 4500th Contact Centre Executive

Contact Centre becomes the largest such facility deployed by any single

Indian Service Provider

2004

January 12

International wholesale telecommunications service provider, FLAG Telecom

amalgamates with Reliance Gateway, a wholly owned subsidiary of Reliance

Infocomm

  February 9

Launches RIM Prepaid with attractive offer - For Rs 3500 get a Motorola

C131 mobile phone and Rs 324

worth of re- charge vouchers instantly and stay connected for 1 year

  February 17

Reliance subsidiary Flag Telecom announces FALCON Project - a major new

Middle East Loop Terabits Submarine Cable System with links to Egypt and

Hong Kong via India

  March 22

Reliance Infocomm launches multi-player gaming on RIM handsets - a first

in India

  April 05

Reliance India Mobile introduces International Roaming facility to 172

countries, 300 networks

  April 23

Reliance Infocomm introduces first ever auction facility on Mobile phones

through R World.

May 27

Reliance Infocomm receives the Most Promising Service Provider of the Year

2003 (Asia Pacific) award at the Asia Pacific Technology Awards instituted

by Frost & Sullivan.

  June 8

Reliance Infocomm introduces World Card - a Prepaid International calling

card for affordable and convenient ISD calls from India.

  July 29

Announces India's First MPLS Global VPN Solution in partnership with MCI

  August 5

Launches the first regional Customer Contact Centre in Chennai

  September 6

Mukesh D. Ambani, Chairman, Reliance Infocomm, receives Voice & Data

"Telecom Man of the Year" award

  September 9

Introduces Railway Ticket booking from R World data applications suite

of Reliance IndiaMobile

  October 12

Mukesh Ambani voted the world’s most influential telecom person by UK

-based publication Total Telecom.

  October 19

Reliance Infocomm bags the CDMA Development Group's 3G CDMA

Industry Achievement Award for International Leadership.

2005 January 04

Reliance introduces first e-recharge facility in CDMA in India.

  January 24

Reliance IndiaMobile announces mega rural plan to cover 4 lakh villages

and 65 crore Indians by December 2005.

  June 26

Anil Ambani appointed Chairman of Reliance Infocomm

  July 30

Air Deccan and Reliance WebWorld join hands to offer air ticket booking

facility at Reliance WebWorld

  August 11

XLRI's Post-Graduate Certificate programme in Logistics Supply Chain

Management (PGCLSCM) launched on Reliance WebWorld's virtual

classroom platform. first of its kind e-learning programme in India.

  August 18

Reliance Infocomm rolls out international roaming facility across several

countries to become the first Indian CDMA operator to offer its customers

such a service.

September 06

Reliance Infocomm tied-up with the Bombay Stock Exchange to make

available live stock quotes on its mobile phones.

September 15

Reliance Communications, UK launched Reliance India Call service in England

and Wales enabling callers to make high-quality calls to India from any

Landline or mobile phone at economical rates.

  September 21

Apollo Hospital and Reliance Infocomm join hands to provide top class

healthcare service to millions of Indians in over a hundred Indian cities.

  October 13

Reliance WebWorld wins Frost & Sullivan Market Leadership Award for

Video Conferencing services.

  November 12

Reliance Infocomm hosts the 4th global CDMA Operators Summit.

  November 22

Reliance Infocomm joins hands with Indian Airlines to offer India's first

mobile booking of domestic airline ticket.

  November 30

Reliance Infocomm introduces MOREbile, redefines customer rewarding

with 33 % more talk time on prepaid recharges of Rs 315 denomination

and above and much more.

  December 12

Reliance Infocomm and China Telecom sign agreement for telecom services to

provide direct telecommunication service, including a global hubbing service, to

subscribers in the two countries.

2006 January 01

Reliance Infocomm launches "One Nation, One Tariff" to enable Reliance

IndiaMobile prepaid users to call anywhere in India at Re one per minute.

  January 19

Reliance Demerger adds record Rs.55, 000 Crore to shareholder wealth

  January 23

TIMES NOW launched on Reliance Mobile Phones, making it the world’s

first TV channel to be launched on a mobile phone.

  March 06

Reliance Communications Ventures Ltd. (RCVL), India's leading integrated

telecommunications company, a member of the Reliance - Anil Dhirubhai

Ambani group, lists on the Bombay Stock Exchange and National Stock

Exchange.

  March 21

Reliance Infocomm introduces R World in Hindi to become the world's

first operator to offer mobile data services in more than one language on

the same handset. This will make it possible for millions of Indians to

access the popular R World with hundreds of every-day-use applications in

the national language.

  March 23

Reliance-Anil Dhirubhai Ambani Group signs up Indian cricket's whiz kid

and heartthrob of millions Mahendra Singh Dhoni as the brand ambassador

for Reliance Communications Ventures Ltd.

  March 29

Reliance Infocomm becomes India’s first telecom operator to launch

seamless inter-standard international roaming service - 1World.1Number,

with single number on international CDMA and GSM networks.

  April 27

Reliance Communications launches India’s first Talking Message Service

(TMS) enabling its mobile users to send voice messages to not only other

mobiles but also fixed wireless phones (FWP) and landlines.

  June 22

Reliance Communications ties up with Disney to offer on Reliance Mobile

World India's first 3D animation on mobile.

  July 03

Reliance Communications launches 'Hello Capital Plan' to enable its

subscribers in 19 state capitals to call each other at the local call rate

of 40 paise per minute.

2009 RCOM and QUALCOMM Collaborate on CDMA2000 Expansion

Mumbai, India ― July

7, 2007 ― Reliance Communications, among Asia’s five most valuable telecom

companies, and QUALCOMM Incorporated (Nasdaq: QCOM), a leading developer and

innovator of advanced wireless technologies and data solutions, today announced their

plan to grow CDMA2000® technology in India. At the same time, Reliance also

announced their world leading CDMA2000 network expansion, covering more than

20,000 towns in India. The two companies will collaborate to leverage the capabilities of

the CDMA2000 technology in the world’s fastest growing telecom market

Reliance Communications ties up with Cisco to launch

Business Internet Services for SMEs in Pune

Pune, June 26, 2007: Reliance Communications, India’s largest integrated telecom service

provider and Cisco Systems, the worldwide leader in networking have joined hands to launch

Reliance Business Internet Services for Small and Medium Enterprises in Pune. The launch

of Reliance Business Internet Services, enabled by the state-of-the-art Wireless Broadband

Network recently deployed by the company, is a composite bundled suite aimed at fuelling IT

adoption by SMEs by considerably reducing the high entry costs.

Reliance Communications adds 1.4 million new mobile

subscribers in May 2009

Reliance Communications adds 1.4 million new mobile subscribers Reliance

Communications records 40% increase in Net additions Mumbai, June 9, 2009: Reliance

Communications, ranked among Asia’s 6 topmost valuable telecom companies, today

announced a record 1.4 mn net subscriber additions on its mobile network during the month of

May 2009

Reliance Money ties up with Barista

First of its kind tie-up in the industry

Barista to install Reliance Money retail kiosks at its outlets across

the country Barista consumers can now complete financial transactions

at Barista outlets using these kiosks. Reliance Money first company in

India to provide trading through web-enabled retail kiosks.

May 31, 2009, Kolkata:

Reliance Money, the financial distribution company of the Anil Dhirubhai Ambani Group, and

Barista Coffee Company Limited, pioneers of the “café revolution in India, today announced

their first-of-its-kind tie-up in the industry.

RCOM bags West Bengal E-Governance Project

RCOM Signs MoU with West Bengal Government

RCOM to set up and operate 1860 Common Service Centres

Over 26 lakh households to get benefited

Mumbai, May 9, 2009:

Reliance Communications, India’s largest integrated telecom service provider has bagged the

prestigious e-governance project of the West Bengal Government. Under this project, RCOM

would set up 1860 Common service Centers (CSC) across the state of West Bengal for

providing various Government 2 Government (G2G), Government 2 Business (G2B),

Business 2 Business (B2B) and Business 2 Consumer (B2C) services to the rural populace of

the State on a Build Own and Operate (BOO) model.

Board of Directors

Shri AnilD.Ambani- Chairman

Prof. J Ramachandran

Shri S.P. Talwar

Shri Deepak Shourie

Objective of the Study

To study the direct effect of advertisement on the mind share of

company.

To understand the customer, what they remind in their mind.

To know how a company capture more mind share just by different type

of advertisement

To learn the skills of best marketing and advertising because business is

either locally or internationally depends on advertisement.

Scope of the Study

It will make the reliance communication aware of its strength and weaknesses(in

advertisements, promotional campaigns etc.)So that it can compete and survive telecom

service market by focusing on that.

It will help reliance communication to improve upon its weakness in deposit so that

more and more customer could be attracted towards it.

It will help reliance communication to carry on with its strength in advertisement

strategies so that existing customers remain loyal to it.

Research methodology

Population : All the customers of various telecoms

Companies in the city of Kanpur

Sampling : Simple random sampling

Sample size : 100

Type of research : Exploratory

Sampling design : deliberate (convenience sampling)

Data source : Primary

Method of data

Collection : Survey

Time frame of study : two month

Contact method : personal interview

Limitation : time constraints

RESEARCH METHODOLOGY

(a) Objectives:-

The objectives of this project are as follows:

To know the awareness level of different telecom company in the mind of customers

and subscribers.

To come out with awareness level created by Reliance and different telecom

companies.

To recognize that which part of advertisement has more impact on customer mind as

well as to know, how customer compare reliance add with other competitors

advertisement.

To recognize the mental status of people that how could they be influenced by an

advertisement?

(b) Requirement:-

For our project we required information like knowledge about the product and its

marketing to know about its fully, how service companies tries to influence the

customers mind.

So we have to look newspaper, TV and outdoors mode of advertisement and

promotional campaigns.

(c) Source of information:-

Primary data were collected from customers having mobile or wants of mobile

because a person who has mobile or going to buy always try to gather the information

for taking decision.

(d) Research Tool:-

For the data collection we used structured close ended questionnaire except only one

question was open ended and some question are based on rankings.

The ranking questions were mainly for recalling of various elements of

advertisement so that we can know what the elements which help the person to be

Keep the brand and its advertisement in their mind.

(e) Method used for data collection:-

Face to face direct interview with customers was taken so we can understand the

perception of the customers about the different brand’s advertisement.

(1) Formulation of objectives:-

After taken the project we formulate the objectives.

(2) Sample size:-

For knowing the mind share of different brands we taken

Sample of 100 subscribers in Kanpur city

Design of the questionnaire:-

The questionnaire is the most common tool in collecting data, so it should be carefully

developed, tested and debugged before they are administered on a large scale.

(3) Research instrument:-

Questionnaire and personal interview.

(4) Analyzing the information:-

For analyzing the data which gather, first we need to arrange that in table as the

questionnaire; it was mainly open ended so we had not face much problem.

(5) Data tabulation:-

We arrange the data in the form of table.

(6) Analysis:-

After tabulation we analyze the data with the help of pie chart because in pie

chart it was easy to understand every thing in percentage as well as it gives

better picture.

(7) Conclusion:-

On the basis of finding there should be a short summary.

(8) Recommendation:-

Should write some suggestion, was given by interviewed people

either negative or positive.

Importance of project study

This project study can be useful while publicity and developing the advertising

campaign for running company.

Another use of this study in deciding appropriate marketing strategy for the particular

product and service.

This study is useful in reaching the awareness level of the people towards the subjected

product and service.

It can be useful in developing skills for marketing and advertising as well.

Importance of this project study is to identify the competitor’s strategy.

In acquiring the market demand and market share of the company in competitive era.

To develop the easy method to reach the customer awareness towards our product.

It will make the company aware of its strength and weaknesses (in advertisements,

promotional campaigns etc.) So that it can compete and survive telecom service market

by focusing on that.

It well helps company to improve upon its weakness in deposit so that more and more

customer could be attracted towards it.

It well helps company to carry on with its strength in advertisement strategies so that

existing customers remain loyal to it.

This project study has certain limitation.

1) In the ensuring study, time was a constraint in addition to the

researcher’s limit to physically endeavor in touching in depth a targeted group.

2) The time was short so we could not take a large sample so only with sample of 200 we

have to analyze so it may deferred from earlier study.

3) Although there was limitation still I made my best so that this project can give clear

and real picture.

DATA FINDING, INTERPRETATION AND ANALYSIS

QUESTION NO. 1

ARE YOU CURRENTLY SUBSCRIBING TO A MOBILE PHONE?

SUBSCRIBERS OF MOBILE PHONE

98%

2%

YES

NO

INFERENCES:-

1. From the above we can conclude that almost all people are using mobile phone

(about 98%).

2. Only 2% are not using mobile phone.

In rural and urban area still people are not having mobile phone.

QUESTION NO. 2

WHICH BRAND ARE YOU USING

32%

21% 20%

12% 12%

3%

0%

5%

10%

15%

20%

25%

30%

35%

BSNL

RELIANCE

HUTCHID

EA

AIRTEL

TATA

BSNL

RELIANCE

HUTCH

IDEA

AIRTEL

TATA

INFERENCES:-

From above most subscribers are from BSNL that is 32% after that reliance is 21% almost

equally is HUTCH and with 12% share is of IDEA and AIRTEL each and TATA has share 3%

in Kanpur city.

Hare BSNL is being supported because of its availability of network in the urban as well as

interior rural area.

QUESTION NO. 3

GENDER OF THE CUSTOMER.

GENDER OF SAMPLE

MALE76%

FEMALE24%

INFERENCES:-

1. From the above graph 76% male person using mobile phone.

2. And 24% female are using mobile phone.

3. male person are using more mobile phone

Mainly male are working out of the home and this could reason they are using more mobile

phone.

QUESTION NO. 4

AGE GROUP OF CUSTOMERS.

AGE OF MOBILE USER

42%

24%

17%12%

5%

0%

10%

20%

30%

40%

50%

20-25 25-30 30-45 15-20 Above 45

AGE (IN YEARS)

PE

RC

EN

TA

GE

INFERENCES:-

1. Age between 20 -25 years are most user of mobile phone its share is 42%.

2. 24% is from age between 25-30 years.

3. 17%, 12%, 5% are from the age between 30-45, 15 -20,and above 45 years respectively.The

age group of 20-30 year students comes and they are most user and always busy talking. When

they get married they talk to their partner up to 30 year after crossing this age people use

phone only for particular purpose

QUESTION NO. 5

OCCUPATION OF CUSTOMER.

21%

10%

27%

36%

13%

0%

5%

10%

15%

20%

25%

30%

35%

40%

BUSINESSM

AN

PROFESSIONAL

SERVICE

STUDENT

OTHERS

BUSINESSMAN

PROFESSIONAL

SERVICE

STUDENT

OTHERS

RESULT:-

According to data obtained it has been observed that

i. 36% of the sample are student,

ii. 27% are service class,

iii. 21% are business class,

iv. 10% are professional and 6% are others, which includes

retired professionals and housewives. Again the largest share is

student which proves that youth are more aware.

Students are in the habit of keeping phone according to requirement and then service man then

business people use it smartly.

QUESTION NO. 6

INCOME GROUP OF CUSTOMER.

INCOME OF MOBILE USER

53%

19%

10%18%

0%

10%

20%

30%

40%

50%

60%

5000-10000 10000-15000 15000-20000 20000-25000

INCOME IN Rs

PE

RC

EN

TA

GE

RESULT:-

1. It has been observed that 53% sample is fromRs.5000-10000.

2. 19% is from10000-15000,

3. 18% are Rs.20000-25000.

4. 10% are Rs.15000- 20000.

Again the largest share is student which proves that youth are more aware from telecom

companies. With the lowest income group having reliance in great %.

QUESTION NO. 7

HAVE YOU SEEN AN ADVERTISEMENT OF ANY TELECOM COMPANY?

YES 100%

NO 0%

YES, 100%

NO, 0%

YES NO

RESULT:

From above we can conclude that almost all people are aware of advertisement of Telecom

Company .

PRINT ADVERTISEMENT

(A) WHICH BRAND’S HAVE SEEN BY YOU?

34%

22%18%

15%

6% 5%

0%

5%

10%

15%

20%

25%

30%

35%

40%

RELIANCE HUTCH BSNL AIRTEL TATA IDEA

RELIANCE

HUTCH

BSNL

AIRTEL

TATA

IDEA

INFERENCES:

From the above graph 34% people have seen RELIANCE print advertisement. After that

HUTCH, BSNL and AIRTEL with 22%,18% and 15% respectively.

In print advertisement dominant role is from RELIANCE.

Because Reliance promote itself with the print media mainly and having such great % among

all other.

(B) ADVERTISEMENT THAT YOU HAVE SEEN IS FOR WHICH

SERVICE PROVIDED BY A TELECOM COMPANY?

AWARNESS OF DIFFERENT BRAND'S PRINT ADVERTISMENT

82%

7%11%

PREPAID POSTPAID VAS

INFERENCES:-

1. It has been found that maximum82% are well aware of prepaid

advertisement

2. 11% of sample are well aware of VAS print advertisement

3. 7% are aware with postpaid advertisement.

The share of various telecom brands under Postpaid, Prepaid and VAS is given below.

Mainly people are convenient with the print media and this could reason companies focus

on print media. It is available everywhere easily to aware people.

(B i) PREPAID AWARENESS

AWARNESS OF PREPAID

18% 18%22%

5%

30%

7%

0%

5%

10%

15%20%

25%

30%

35%

AIRTEL BSNL HUTCH IDEA RELIANCE TATA

PE

RC

EN

TA

GE

RESULT:

It has been found that in prepaid print advertisement awareness .

1. Reliance is having maximum share which is 30% followed by

2. Hutch with 22%.

3. Airtel and BSNL is having same share with 18%.

4. TATA is having the 7% share. Idea is on the last with 5% share.

With the above figure we can see that Reliance communication having more awareness among

consumer and it is used maximum.

(B ii) POSTPAID AWARENESS

AWARNESS OF POSTPAID

7%

20% 20%13%

40%

0%0%

10%

20%

30%

40%

50%

AIRTEL BSNL HUTCH IDEA RELIANCE TATA

PE

RC

EN

TA

GE

RESULT:-

In post paid print advertisements it has been found that

Reliance is having maximum share of advertisements which is 40% followed by Hutch

and BSNL with percentage of 20% each followed by Idea with 13% and Airtel with7%

share. TATA is having 0% awareness in postpaid print advertisements.

(B iii) VAS AWARENESS

AWARNESS OF VALUE ADDED SERVICES

4%

19%

26%

4%

43%

4%

0%

10%

20%

30%

40%

50%

AIRTEL BSNL HUTCH IDEA RELIANCE TATA

PE

RC

EN

TA

GE

RESULT:-

In VAS services of print advertisements it has been found that

1. Reliance is having maximum share which is 43% followed by

2. Hutch with 26% share.

3. BSNL is having the share of 19%.,

4. Idea, TATA, and Airtel, are same with 4% share each.

The reliance communication in the VAS services plays a healthy role to aware people, so that

it is on the top in this also.

(C) WHICH ELEMENTS IN THE ADVERTISEMENT HELP

YOU TO RETAIN THE KNOWLEDGE ABOUT THE BRAND

AND IT’S PRODUCT?

ELEMENTS OF ADVERTISMENT WHICH HELP TO REMAIN IN MIND

8% 0%

39%

53%

BRAND AMBASSDOR CO BRANDING

CREATIVITY MESSAGE CONVEYED

INFERENCES:

It has been found that maximum percentage of the sample retain the message conveyed which

is 53% followed by creativity and brand ambassador which is 39%, 8% respectively. Co-

branding is having 0% share in retaining elements of advertisements among the sample.

(C i) BRAND AMBASSDOR

AWARNESS THROUGH BRAND AMBASSADOR

34% 34%

16%8%

0%8%

0%

10%

20%

30%

40%

AIRTEL BSNL HUTCH IDEA RELIANCE TATA

PERC

ENTA

GE

RESULT:-

A wareness of brand ambassador

1. Airtel and BSNL is having maximum share which is 34% both.

2. Hutch comes after that having share of 16%.

3. Idea and TATA comes after that with 8% both.

4. Reliance have 0% share in retaining brand ambassador of elements of

advertisements.

Here awareness through brand ambassador Airtel and BSNL are using maximum level of

brand ambassador in advertising so they capture market in that ratio and Reliance does not

use.

(C ii) CO BRANDING

AWARNESS THROUGH COBRANDING

10% 10%

20%

10%

50%

00%

10%

20%

30%

40%

50%

60%

AIRTEL BSNL HUTCH IDEA RELIANCE TATA

PE

RC

EN

TA

GE

RESULT:-

Awareness of co- branding

Reliance is having maximum share which is 50% Hutch comes after that having share of 20%

followed by Idea, BSNL and TATA having share of 10% each. TATA have 0% share in

retaining brand ambassador of advertisement elements.

In co-branding Reliance has great % in awareness of people that’s all.

(C iii)CREATIVITY:

AWARNESS THROUGH CREATIVITY

13% 13%

36%

8%

26%

4%

0%

5%10%

15%

20%

25%30%

35%

40%

AIRTEL BSNL HUTCH IDEA RELIANCE TATA

PE

RC

EN

TA

GE

RESULT:-

Awareness of creativity

1. Hutch is having maximum share which is 36%.

2. Reliance comes after that having share of 26%.

3. Airtel and BSNL is having share of 13% both.

4. Idea with 8% and TATA with 4%.

The creativity of Hutch is praise worthy because it shows creativity while advertisement which

is different from others.

Example: using hut and dog in 20 paise call scheme and written 20 in flexible style.

(C iv) MESSAGE CONVEYED

AWARNESS OF MESSAGE CONVEYED

15%

20%16%

3%

8%

38%

0%

5%10%

15%

20%

25%30%

35%

40%

AIRTEL BSNL HUTCH IDEA RELIANCE TATA

PER

CEN

TAG

E

RESULT:-

Awareness of message conveyed

1. TATA is having maximum share which is 38%

2. BSNL, Hutch, Airtel, Reliance, Idea with 20%, 16%, 15%, 8%, 3%

respectively.

The conveying message is easier to understand in compare to other brands difficulty in

conveying.

(C) CAN YOU RECALL THE ELEMENTS WHICH WERE IN THE

ADVERTISEMENT WHICH YOU HAVE SEEN?

RECALLING OF THE VARIOUS ELEMENTS OF PRINT ADD

38%

40%

22%

CLAIMED DETAILED PROVEN

RESULT:-

In the above pie chart we can observe:

1. Recalling of the various elements of print advertisements.

2. Detailed recall have maximum share of 40%.

3. Claimed and proven recall with 38%, 22% respectively.

Through this we can say that maximum percentage of sample have detailed recalling ability

of the print advertisements.

(Di) CLAIMED RECALL

RECALLING OF PRINT ADD

19%16%

29%

1%

30%

5%

0%

5%

10%

15%

20%

25%

30%

35%

AIRTEL BSNL HUTCH IDEA RELIANCE TATA

PERC

ENTA

GE

RESULT:-

From the above bar graph we can observe that

1. Claimed recall ability maximum percentage of sample can recall the

reliance print advertisement with 30% share.

2. 29% of the sample can also recall the Hutch print advertisement.

3. Airtel, BSNL, TATA, Idea with 19%, 16%, 5%, 1% respectively.

The Reliance in print advertisement recalls more to public that’s reason it has

maximum share in recalling.

(D ii) DETAILED RECALL

RECALLING OF PRINT ADD

14%

19%17%

10%

30%

10%

0%

5%

10%

15%

20%

25%

30%

35%

AIRTEL BSNL HUTCH IDEA RELIANCE TATA

PE

RC

EN

TA

GE

RESULTS: -

In detailed recalling

1. 30% of the sample could recall Reliance advertisement

2. BSNL, Hutch, Airtel, with 19%, 17%, 14% resdpectively.

3. TATA and Idea is having same percentage with 10%.

After recalling, in detailed recalling advertisement also Reliance has great share

of print add. It gives the brochure which provides full knowledge to people.

(D iii)PROVEN RECALL

RECALLING OF PRINT ADD

11%

20% 22%

4%

43%

0%0%

10%

20%

30%

40%

50%

AIRTEL BSNL HUTCH IDEA RELIANCE TATA

PER

CEN

TAG

E

RESULT:-

In proven recalling

1. 43% of the sample could recall Reliance advertisement

2. BSNL, Hutch, Airtel, and Idea with 22%, 20%, 11%, 4% respectively.

3. TATA is having 0% percentage of proven recalling ability of sample.

The proven recall in print add Reliance communication is only which recalls more and other

are very less in comparison.

(E) WAS THE ADVERTISEMENT SEEN BY YOU WAS GIVING

THE CLEAR PICTURE OF THE MESSAGE WHICH WAS

BEING COMMUNICATED?

MESSAGE WAS BEING COMMUNICATED

YES100%

NO0%

RESULT:-

In the above graph all the people in survey said that advertisement seen by them was giving

the clear picture of message conveyed.

TV ADVERTISEMENT

(A) WHICH BRAND’S ADVERTISEMENT HAVE YOU SEEN?

32%

20% 22%

4%

43%

0%0%

10%

20%

30%

40%

50%

AIRTEL BSNL HUTCH IDEA RELIANCE TATA

PE

RC

EN

TA

GE

RESULT:-

It clear from the following graph that

1. 32% of sample have seen Airtel advertisement

2. Reliance, Hutch, BSNL, TATA and Idea having the percentage of

26%, 15%,11%, 10%, 6% respectively .

3. This shows Airtel ahead of all other brands in print advertisement

awareness.

As per the experience of mine the clearness of picture given by different brand the

reliance provides clear pictures in communication of message it provides.

(B) ADVERTISEMENT THAT YOU HAVE SEEN IS FOR WHICH

SERVICE PROVIDED BY A TELECOM COMPANY?

AWARNESS OF DIFFERENT BRAND'S TV ADVERTISMENT

79%

8%13%

PREPAID POSTPAID VAS

RESULT:-

1. Maximum 79% are well aware of prepaid advertisement

2. 13% of sample are well aware of VAS print advertisement

3. 8% are aware with postpaid advertisement.

The share of various telecom brands under Postpaid, Prepaid and VAS is given below.

The maximum % of prepaid is being used by people and this could reason prepaid TV

advertisement is given in maximum % to aware people.

(B i) PREPAID AWARENESS

PREPAID AWARENESS IN TV ADD

27%

11%

22%

8%

22%

10%

0%

5%

10%

15%

20%

25%

30%

PE

RC

EN

TA

GE

INFERENCES:-

Above bar graph shows that

1. Prepaid tv advertisement awareness of Airtel is having maximum

share of 27% Hutch and Reliance is having same share with 22%.

2. BSNL 11% TATA is having the 10% share.

3. Idea is on the last with 8% share.

Mainly in TV advertisement Airtel provides more and more add and repeat it also and

other brands are not having such a focus on tv advertisement, then Reliance and Hutch

show it in average in prepaid field.

(B ii) POSTPAID AWARENESS

POSTPAID AWARENESS IN TV ADD

24%

13%

25%

0%

25%

13%

0%

5%

10%

15%

20%

25%

30%P

ER

CE

NT

AG

E

RESULT:

In postpaid TV advertisements

1. Reliance and Hutch is having maximum share of advertisements

which is 25% each.

2. Airtel 24% followed by TATA and BSNL with 13%.

3. Idea is having 0% awareness in postpaid print advertisements.

The TV advertisement of postpaid in Reliance and Hutch are giving more and in the ratio

of use consumer prefer it, because of their tariff plan which is cheap to use and get better

facilities.

(B iii) VAS AWARENESS

VAS AWARENESS IN TV ADD

23%

12%

38%

4%

15%

8%

0%5%

10%15%20%25%30%35%40%

PE

RC

EN

TA

GE

INFERENCES:-

In VAS services of TV advertisements

1. Hutch is having maximum share which is 38%.

2. Airtel with 23% share.

3. Reliance is having the share of 15%.

4. BSNL 12%, TATA 8% and Idea 4%.

Particularly the Hutch in VAS service of TV advertisement is best still in competitive era

with the huge investment for awareness of people.

(B) WHICH ELEMENTS IN THE ADVERTISEMENT HELP YOU

TO RETAIN THE KNOWLEDGE ABOUT THE BRAND AND IT’S

PRODUCT?

ELEMENTS OF TV ADVERTISMENT WHICH HELP TO REMAIN THE BRAND IN MIND

11% 5%

39%45%

BRAND AMBASSDOR CO BRANDING

CREATIVITY MESSAGE CONVEYED

RESULT:-

According to the above chart

Maximum percentage of the sample retain the message conveyed which is 45% creativity

39%and brand ambassador which is 11% and Co- branding is having 5% share in

retaining elements of advertisements among the sample.

(C i) BRAND AMBASSDOR

AWARENESS THROUGH BRAND AMBASSADOR

30%26%

0%

44%

0% 0%0%

10%

20%

30%

40%

50%

PE

RC

EN

TA

GE

RESULT:-

In Awareness of brand ambassador

1. Idea is having maximum share which is 44%.

2. Airtel comes after that having share of 30%.

3. BSNL and TATA come after that with 0% both.

Here Idea gives add on TV with the help of brand ambassador which remind the people

many time and make position in mind. Those others are not in such manner so they are not

on better fight.

(C ii) CO BRANDING

AWARENESS THROUGH CO BRANDING

9%

0%

18%

27%

46%

0%0%

10%

20%

30%

40%

50%

PE

RC

EN

TA

GE

RESULT:-

In awareness of co- branding

1. Reliance is having maximum share which is 46%

2. Idea comes after that having share of 27%

3. Hutch18%, Airtel 9% BSNL and TATA having share of 0% each.

But in the co-branding the Reliance plays a vital role and aware to people in great % and

that is reason consumer prefer it more.

(C iii)CREATIVITY

AWARENESS THROUGH CREATIVITY

15%8%

45%

8%

16%

8%

0%

10%

20%

30%

40%

50%

PE

RC

EN

TA

GE

RESULT:-

Awareness of creativity

1. Hutch is having maximum share which is 45%

2. Reliance comes after that having share of 16%.

3. Airtel 15% and BSNL, TATA and IDEA are having same 8%.

In the field of creativity no one brand can follow it because of various creative awareness

which click in people’s mind and they cannot forget it any more. And consumer enjoy the

creativity also.

( C iv) MESSAGE CONVEYED

PERCENTAGE OF MESSAGE CONVEYED

38%

12% 12%

6%

28%

4%

0%5%

10%15%20%25%30%35%40%

PE

RC

EN

TA

GE

RESULT:-

Awareness of message conveyed

1. Airtel is having maximum share which is 38%

2. Reliance, Hutch, BSNL, Idea and TATA with 28%, 12%, 12%, 6% and 4%,

respectively.

Where the matter comes awareness of message conveyed the Airtel is the best which

convey the real message to consumer and they increase their knowledge as well. Other

brands are not much effective before Airtel.

(D) CAN YOU RECALL THE ELEMENTS WHICH WERE IN THE

ADVERTISEMENT WHICH YOU HAVE SEEN?

RECALLING OF THE VARIOUS ELEMENTS OF TV ADVERTISEMENT

21%

45%

34%

CLAIMED DETAILED PROVEN

RESULT:-

In the above pie chart we can observe that :-

1. TV advertisements detailed recall have maximum share of 45%

2. Claimed and proven recall with 34%, 21% respectively.

3. Through this we can say that maximum percentage of sample have detailed recalling

ability of the print advertisements.

Here we can observe that if anything is shown in detailed that matters, at least some part of

that detail people remembers in mind. Then claimed are sure to remembered by people.

(D i) CLAIMED

RECALLING OF TV ADD

18%

12%

19%

7%

32%

12%

0%

5%10%

15%

20%

25%30%

35%

AIRTEL

BSNL

HUTCHID

EA

RELIANCE

TATA

PE

RC

EN

TA

GE

RESULT:-

From the above bar graph we can observe that

1. Maximum percentage of sample can recall the reliance print advertisement with 32%

share.

2. 19% of the sample can also recall the Hutch print advertisement

3. Airtel, BSNL, TATA, Idea with 18%, 12%, 12%, 7% respectively.

The Reliance in the claimed advertisement is providing that attract the people and increase

their belief.

(D ii) DETAILED

RECALLING OF TV ADD

33%

13%16%

5%

21%

12%

0%

5%10%

15%

20%

25%30%

35%

AIRTEL

BSNL

HUTCHID

EA

RELIANCE

TATA

PE

RC

EN

TA

GE

RESULT:-

In detailed recalling ability it has been found that 33% of the sample could recall Airtel

advertisement followed by Reliance, Hutch, BSNL, TATA and Idea with 21%, 16%, 13%,

12% and 5% respectively.

In the detailed information advertisement the Airtel provides idea and knowledge tha people

like more to know that and prefer.

(D iii) PROVEN

RECALLING OF TV ADD

39%

9% 10%7%

29%

6%

0%5%

10%15%20%25%30%35%40%45%

AIRTEL

BSNL

HUTCHID

EA

RELIANCE

TATA

PE

RC

EN

TA

GE

RESULT:-

In proven recalling ability it has been found that 39% of the sample could recall Airtel

advertisement followed by Reliance, Hutch, BSNL, Idea and Tata with 29%, 10%, 9%, 7%

and 6% respectively.

(E) WAS THE ADVERTISEMENT SEEN BY YOU WAS GIVING THE CLEAR

PICTURE OF THE MESSAGE WHICH WAS BEING COMMUNICATED?

YES NO

85% 15%

MESSAGE WAS BEING COMMUNICATED

YES85%

NO15%

RESULT:-

In the above chart we can see that 85% of the sample say that the advertisement which was

being communicated gives them clear picture of the message and 15% say no for this.

OUTDOORS ADVERTISEMENT

(A) WHICH BRAND’S ADVERTISEMENT HAVE YOU SEEN?

SHARE OF OUTDOOR BRANDS

16%

8%

34%

7%

32%

3%

0%5%

10%15%20%25%30%35%40%

PE

RC

EN

TA

GE

RESULT:-

According to data

1. 34% of sample has seen Hutch advertisement. Reliance, Airtel, BSNL, Idea and

TATA having the percentage of 32%, 16%,8%, 7%, 3% respectively.

2. This shows Airtel ahead of all other brands in print advertisement awareness.

The Hutch has mainly target to hang hoardings and at every corner and try to capture market.

(B) ADVERTISEMENT THAT YOU HAVE SEEN IS FOR

WHICH SERVICE PROVIDED BY A TELECOM COMPANY?

AWARNESSOF DIFFERENT OUTDOOR ADVERTISMENT

79%

6%15%

PREPAID POSTPAID VAS

RESULT:-

According to data obtained it has been found that maximum

1. 79% are well aware of prepaid advertisement.

2. 15% of sample is well aware of VAS outdoor advertisement.

3. 6% are aware with postpaid advertisement.

4. The share of various telecom brands under Postpaid, Prepaid and VAS is given below.

(B i) PREPAID AWARENESS

AWARNESS OF OUTDOOR ADVERTISEMENT

15%

9%

33% 32%

7%4%

0%

5%

10%

15%20%

25%

30%

35%P

ER

CE

NT

AG

E

RESULT:-

According to the above bar graph

1. Prepaid outdoor advertisement awareness of Hutch is having maximum share is 33%.

2. Idea, Airtel, BSNL, Reliance and TATA is having share with 32%, 15%, 9%, 7% and

4%.

The Hutch is very popular in outdoor advertisement in the market and it focus to aware

people more in creative manner.

(B ii) POSTPAID AWARENESS

AWARNESS OF OUTDOOR ADVERTISEMENT

15% 15%

31% 31%

0%

8%

0%

5%

10%

15%20%

25%

30%

35%

AIRTEL

BSNL

HUTCHID

EA

RELIANCE

TATA

PE

RC

EN

TA

GE

RESULT:-

In post paid print advertisements it has been found that

Idea and Hutch is having maximum share of advertisements which is 31% Airtel and

BSNL 15% each followed by TATA 8% and Reliance is having 0% awareness in postpaid

print advertisements.

(B iii) VAS AWARENESS

AWARNESS OF OUTDOOR ADVERTISEMENT

23%

3%

34% 33%

7%

0%0%5%

10%15%20%25%30%35%40%

AIRTEL

BSNL

HUTCHID

EA

RELIANCE

TATA

PE

RC

EN

TA

GE

RESULT:-

In VAS services of print advertisements it has been found that hutch is having maximum

share which is 34% and it aware people practically creates the distinct idea to consumer

followed by Idea with 33% share which is near to Hutch and Airtel with 23%. Reliance is

having the share of 7%., BSNL 3%, TATA 0%.

(C) WHICH ELEMENTS IN THE ADVERTISEMENT HELP YOU TO

RETAIN THE KNOWLEDGE ABOUT THE BRAND AND IT’S

PRODUCT?

ELEMENTS OF OUTDOOR ADVERTISMENT WHICH HELP TO REMAIN BRAND IN MIND

7% 8%

36%49%

BRAND AMBASSDOR CO BRANDING

CREATIVITY MESSAGE CONVEYED

RESULT:-

According to the above chart and table it has been found that

Maximum percentage of the sample retain the message conveyed is 49%

1. Creativity is 36%,

2. Co- branding is having 8%.

3. brand ambassador which is 7%

share in retaining elements of advertisements among the sample.

(C i) BRAND AMBASSDOR

AWARNESS THROUGH BRAND AMBASSADOR

18%13%

37%

13%

0%

19%

0%5%

10%15%20%25%30%35%40%

PE

RC

EN

TA

GE

RESULT:-

Awareness through brand ambassador

1. hutch is having maximum share which is 37%.

2. Airtel comes after that having share of 18%.

3. TATA 19%, BSNL and Idea come after that with 13% both and Reliance 0%.

Basically brand ambassador does not have much impact but in this hutch spend more on

brand ambassador and having benefit of it among all rivalry.

(C ii) CO BRANDING

AWARNESS THROUGH CO BRANDING

13%7%

13%

0%

67%

0%0%

10%20%30%40%50%60%70%80%

PE

RC

EN

TA

GE

RESULT:-

Awareness through co- branding

1. Reliance is having maximum share which is 67%.

2. Airtel and Hutch comes after that having share of 13%.

3. Idea and TATA having share of 0% each.

In the co-branding the Reliance is only which has great role in awareness of people which

use it all for better growth.

(C iii) CREATIVITY

AWARNESS THROUGH CREATIVITY

10% 12%

32%

8%

30%

2%

0%

5%

10%

15%20%

25%

30%

35%

AIRTEL

BSNL

HUTCHID

EA

RELIANCE

TATA

PE

RC

EN

TA

GE

RESULT:-

Awareness through creativity

1. Hutch is having maximum share which is 38% Reliance comes after that having share

of 30%.

2. BSNL 12% and Airtel 10%, IDEA and TATA is having same 8% and 2% respectively.

In the creativity the Hutch is always on number one, and is unbeaten by rival.

(C iv) MESSAGE CONVEYED

PERCENTAGE MESSAGE CONVEYED

16%

8%

34%

7%

32%

3%

0%5%

10%15%20%25%30%35%40%

PE

RC

EN

TA

GE

RESULT:-

Awareness of message conveyed

1. Hutch is having maximum share which is 34%.

2. Reliance, Airtel, BSNL, Idea and TATA with 32%, 16%, 8%, 7% and 3%,

respectively.

Here Hutch has left the Airtel in message conveyed and got captured the market then a reliance

is following in conveying message.

(C) CAN YOU RECALL THE ELEMENT WHICH WAS IN THE

ADVERTISEMENT WHICH YOU HAVE SEEN?

RECALLING OF THE VARIOUS ELEMENTS OF OUTDOOR ADD

36%

34%

30%

CLAIMED DETAILED PROVEN

RESULT:-

In the above pie chart we can observe that

1. Claimed recall have maximum share of 36%.

2. Detailed and proven recall with 34%, 30% respectively.

3. Through this we can say that maximum percentage of sample have claimeded recalling

ability of the print advertisements.

(D i) DETAILED RECALL

RECALLING OF OUTDOOR ADVVERTISEMRNT

16%11%

30%

7%

32%

4%

0%

5%10%

15%

20%

25%30%

35%

PE

RC

EN

TA

GE

RESULTS:-

From the above bar graph we can observe that

1. Maximum percentage of sample can recall the reliance with 32% share.

2. 30% of the sample can also recall the Hutch TV advertisement

3. Airtel, BSNL, Idea and TATA with 30%, 11%, 7%, 4% respectively.

In detailed recalls the Reliance communication is considered as the best while outdoor

advertisement.

(D ii) CLAIMED RECALL

RECALLING OF OUTDOOR ADVVERTISEMRNT

13%10%

32%

6%

36%

3%

0%5%

10%15%20%25%30%35%40%

AIRTEL

BSNL

HUTCHID

EA

RELIANCE

TATA

PE

RC

EN

TA

GE

RESULT:-

In claimed recalling it has been found that

1. 36% of the sample could recall Reliance advertisement

2. Hutch, Airtel BSNL, Idea and TATA with 32%, 13%, 10%, 6% and 3% respectively.

The Reliance communication provides claimed recalls in the easy manner to the consumer.

(D iii) PROVEN:-

RECALLING OF OUTDOOR ADVVERTISEMRNT

19%

3%

40%

8%

27%

3%

0%5%

10%15%20%25%30%35%40%45%

AIRTEL

BSNL

HUTCHID

EA

RELIANCE

TATA

PE

RC

EN

TA

GE

RESULT:-

In proven recalling it has been found that

40% of the sample could recall Hutch advertisement outdoor followed by Reliance, Airtel,

Idea, BSNL and Tata with 27%, 19%, 8%, 3% and 3% respectively.

(E) THE OUTDOOR ADVERTISEMENT SEEN BY YOU WAS IN

WHICH FORM?

FORM OF OUTDOOR ADVERTISEMENT SEEN BY SAMPLE

72.06%

6.86%3.92%2.94%14.22%

HOARDING GANTRY BQS KIOSKS TRAFFIC SIGNAL

RESULT:-

According to data it has been found that

1. 72% sample is well aware with Hoardings.

2. Traffic signal, gantry, BQS and Kiosks having 14%, 7%, 4% and 3% respectively.

(F) WAS THE ADVERTISEMENT SEEN BY YOU WAS GIVING THE

CLEAR PICTURE OF THE PICTURE WHICH WAS BEING

COMMUNICATED?

YES NO

86% 14%

MESSAGE WAS BEING COMMUNICATED

YES

86%

NO

14%

RESULT:-

In the above chart we can see that 86% of the sample says that the advertisement which was

being communicated gives them clear picture of the message and 14% say no for this.

PROMOTIONAL CAMPAIGNS

(A) WHICH BRAND’S PROMOTIONAL CAMPAIGN HAVE YOU

SEEN?

26%

7%

24%

8%

30%

5%

0%

5%

10%

15%20%

25%

30%

35%

PE

RC

EN

TA

GE

INFERENCES:-

According to above bar graphit has been found that

1. 30% of sample have seen Reliance advertisement

2. Airtel, Hutch, Idea, BSNL and TATA having the percentage of 26%, 24%,8%, 7%,

5% respectively .

3. This shows Reliance ahead of all other brands in Promotional campaigns awareness.

4. In the field of promotion the RELIANCE does better to aware people and promote its

brand.

(B) CAMPAIGNS THAT YOU HAVE SEEN FOR WHICH SERVICE

PROVIDEED FOR?

AWARNESSOF DIFFERENT PROMOTIONAL CAMPAIGNS

77%

11%12%

PREPAID POSTPAID VAS

RESULT:-

According to above pie chartist has been found that

1. Maximum i.e. 77% are well aware of prepaid advertisement.

2. 12% of sample is well aware of VAS print advertisement.

3. 11% are aware with postpaid advertisement.

4. The share of various telecom brands under Postpaid, Prepaid and VAS is given below.

Now we people are in the habit of using the prepaid so the companies promote first prepaid

connection and advertisement as well to aware people.

(B i) PREPAID AWARENESS

AWARENESS OF DIFFERENT PROMOTIONAL COMPAIGNS

27%

6%

20%

9%

32%

6%

0%5%

10%15%20%25%30%35%

PE

RC

EN

TA

GE

RESULT:-

According to the above bar graph it has been found that

1. Promotional campaigns awareness of Reliance is having maximum share which is

32%.

2. Hutch, BSNL, Idea, and TATA is having share with 27%, 20%, 9%, 6%and 6%

respectively.

The Reliance uses the promotional campaigns which are different from others to aware

people and attract them for long.

(B ii) POSTPAID AWARENESS

AWARENESS OF DIFFERENT PROMOTIONAL COMPAIGNS

23%27% 27%

5%9% 9%

0%

5%

10%

15%

20%

25%

30%

PE

RC

EN

TA

GE

RESULT:-

According to the above bar graph it has been found that

in Postpaid Promotional campaigns awareness of Hutch and BSNL is having maximum

share which is 27% with their promotional campaigns for the people followed by

Airtel, Reliance, TATA and Idea is having share with 23%, 9%, 5% and 5%

respectively.

(B iii) VAS

AWARENESS OF DIFFERENT PROMOTIONAL COMPAIGNS

20%

0%

44%

8%

28%

0%0%

10%

20%

30%

40%

50%

AIRTEL

BSNL

HUTCHID

EA

RELIANCE

TATA

PE

RC

EN

TA

GE

RESULT:-

According to the above bar graph it has been found that

1. Promotional campaigns awareness of Hutch is having maximum share

a. Which is 44%?

2. Reliance, Airtel, Idea, TATA and BSNL is having share with 28%, 20%, 8% and 8%

respectively.

In the VAS the Hutch is the hero of the market which gives the better promotion

campaigns to public.

(c) WHERE YOU HAVE SEEN THESE PROMOTIONAL CAMPAIGNS?

PLACES OF PROMOTIONAL CAMPAIGN SEEN BY THE SUBSCRIBER

18%

46%

36%

MALLS RETAIL OUTLETS ROADSHOWS

RESULT:-

According to above pie chart it has been found that

1. Maximum people have seen about 46 % of sample have seen promotional campaigns at

retail outlets.

2. Road shows and malls with 36% and 18% respectively.

Basically people visit the retail outlets in daily life this is reason companies promote by the

retail outlets then care on road show and others.

(D) WERE THOSE CAMPAIGNS ABLE TO COMMUNICATE THE

INFORMATION?

MESSAGE WAS BEING COMMUNICATED

YES77%

NO23%

RESULT:-

According to above pie chart it has been found that

1. 77% of the sample says that these campaigns were able to communicate them clear

picture of the message.

2. While 23% say no for this.

Mainly the campaigns are made to communicate sometimes it happens people find it

difficult to understand otherwise it is for awareness of people.

(E) IF ‘NO’ THEN, DO YOU GET KNOWLEDGE ABOUT NEW

SERVICE AND PRODUCT THROUGH RETAILERS?

INFORMATION WAS GIVEN BY RETAILER

62%

38%

YES NO

RESULT:-

According to above pie chart it has been found that

1. 62% of the sample says that if the information of campaigns is not clear than they get

information from retailer.

2. 38% say that they also do not get information from retailer.

Actually the retailer communicate the consumer in better way that does not need to search

the meaning and in Malls and road show people face problem to realize some time , and

make different meaning. So retail is the suitable for promoting campaign.

RECOMMENDATIONS AND SUGGESTIONS

According to the Analysis the following recommendation and suggestion are

given

Promote TV advertisement :

Reliance communication should give more emphasis on TV Advertisement because people

have great access to this media.

Promote print advertisement:-

Reliance communication should promote its schemes by giving advertisement in news papers

specially VAS so that the people who dealt with it came to know that benefit of dealing with it.

Concentrate more on creativity in advertisement

Reliance communication should Concentrate o n some unique advertisement as Airtel and

Hutch has done that more customer could be attracted towards it like Hutch and Airtel.

CONCLUSION

It is conclude that in the city of Kanpur everyone is aware from advertisement of various

telecom companies as 100% sample people are aware. In the use of mobile phone the Reliance

has been found ahead among all others. Reason behind its network coverage and promotion

technique and awareness of people by appropriate advertisement. It has been found that its

network in interior area and In urban area strongly available. The scheme provided by

Reliance communication is convenient to people and every one can have its cheep mobile

easily.

This is the top one company which is facilitating to people with their need and desire and

aware them with the different promotion channel and sources. So that at the end people are

having reliance mobile in maximum percentage and enjoying the telephony. It is

consideredthat Reliance is performing in better manner in comparison to others one and having

to position in telecom industry.

FINDINGS

In Print and Promotional Advertisement Reliance is on Ist position.

In T.V. Advertisement and Outdoor Advertisement Reliance is on IInd position.

In Print Advertisement Hutch is on IInd position followed by BSNL, Airtel, TATA

and Idea respectively.

In T.V. Advertisement Airtel is on Ist position, Hutch is on IIIrd position followed by

BSNL, TATA, Idea respectively.

In Outdoor Advertisement Hutch is on Ist position, Airtel is on IIIrd position

Followed by BSNL, Idea, and TATA respectively.

In Promotional Campaign Airtel is on IInd position followed by Hutch, idea, BSNL,

TATA respectively.

BIBLIOGRAPHY

Kothari C. R. , Research methodology, New Era, seventh edition, Pg. 239.

Phillip Kotler & Keller Kevin lane,

Marketing Management, Pearson, seventhedition, Pg. 587.

Web links:-

http://www.relianceada.com

http://www.telecomindustry.com

http://www.business-today.com

http://www.gm.ril.com

ANNEXURE

TOP OF THE MIND AWARENESS

Name:-_____________________ Address:-___________________

Profession:-__________________ Contact Details:-______________

Email-ID:-___________________

1) Are you currently subscribing to a mobile phone?

Yes No

2) Which brand are you using? And why do you prefer this brand?

OPERATORS TICK ANY(√)

A.BSNL

B.AIRTEL

C.IDEA

D.HUTCH

E.RELIANCE

F. TATA

Why do you prefer this brand? ____________________________________

3) Please tick the gender of the customer.

Male female

4) Age group of customer (Tick only one)

AGE-GROUP 15-20 20-25 25-30 30-45 Above 45

Tick only one

relevant check box

(√)          

5) What is the occupation of customer? (Tick only one)

Occupation of customer Mark the appropriate (√)

PROFESSIONAL

BUSINESSMAN

SERVICE

STUDENT

ANY OTHER

6) What is the income group of the customer? (Tick only one)

Income Group (in Rs.)

5000-10000 10000-15000 15000-20000 20000-25000

Tick only one relevant

check box (√)

7) Have you seen an advertisement of any telecom company?

Yes No

8) If ‘yes’ then which medium have you seen that advertisement? (√) the appropriate

PRINT AD

TV ADVERTISEMENT

OUT DOOR

PROMOTIONAL CAMPAIGNS

a) Which brand’s advertisement have you seen?

OPERATORS TICK ANY ONE(√)

A.BSNL

B.AIRTEL

C.IDEA

D.HUTCH

E.RELIANCE

F. TATA

b) Advertisement which you have seen is for which service provided by the telecom co.

SERVICES TICK ANY ONE(√)

PREPAID

POSTPAID

VAS

c) Which elements in the advertisement help you to retain the knowledge about the brand

and its product?

ELEMENTS OF ADVERTISEMENT TICK ANY ONE(√)

CREATIVITY OF ADVERTISEMENT

MESSAGE CONVEYED

CO-BRANDING

BRAND AMBASSDOR

d) Can you recall the elements which were there in the advertisement which you have

seen?

Claimed recall Detailed recall Proven recall

e) Was the advertisement seen by you was giving the clear picture of the message which was

being communicated?

Yes No