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A
SUMMER INTERNSHIP PROJECT REPORT ON
CRM POLICY OF RELIANCE
COMMUNICATION LTD.
Submitted By
SK Farman
MBA 2009-2011
Reg. No- 906289051
To
Biju Pattnaik University of Technology(IN PARTIAL FULLFILLMENT OF THE MASTER IN
BUSINESS ADMINISTRATION)
Under the Guidance of
TRIDENT ACADEMY OF TECHNOLOGY
External Guide
Mr. Asutosh Choudhury(Field Manager)
Internal Guide
Mr. Soumya Prakash Bala(Marketing Faculty)
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Trident Academy of TechnologyCHANDAKA INDUSTRIAL ESTATE, NEAR INFOCITY, PATIABHUBANESWAR-751030, ORISSA
CERTIF
ICATE
Mr.SOUMYA PRAKASH BALA
(Lect.in Marketing) TAT
This is to certify that the project report entitled CRM about Reliance
Communication has been prepared by Ms. /Mr. SK FARMAN under my
supervision and guidance, for the fulfillment of Master in Business
Administration. His/Her field work is satisfactory.
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Signature and Seal of HOD Signature of
Guide
Attach your External guide
certificate
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ACKNOWLEDGEMENT
It is really a great pleasure to have this opportunity to describe the feeling
of gratitude imprisoned in the core of my heart.
I convey my sincere gratitude to Name and designation of external guideMr.Ashutosh Choudhury for giving me the opportunity to prepare myproject work in Bhubaneswar. I express my sincere thanks to allthe staff members (of the company) IMRB, bbsr.
I am thankful to internal guide Mr. Soumya Prakash Bala for his
guidance during my project work and sparing his valuable time for the
same
I am thankful to Head of The Department Mr. Partha Sarathi Das and
other faculties of my department.
I am also thankful to my family for their kind co-operation which made mytake easy..
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Pa e 11
Name: SK FARMAN
Regd No: 0906289037
DECLARATION
I do hereby declare that this project work entitled CRM about Reliance
Communication submitted by me for the partial fulfillment of the
requirement for the award of Master in Business Administration (MBA) is a
record of my own research work. The report embodies the finding based on
my study and observation and has not been submitted earlier for the
award of any degree or diploma to any Institute or University.
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Date: Name: SK FARMAN
Regd No: 0906289037
Contents of the main report
Chapter
Page
Title page
Acknowledgement
ii
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Abstract
iii
Table of contents
IV
I. INTRODUCTION
1
1.1 Background
2 1.2 Rationale of the study
4
1.3 Objectives of the study
6 1.4 Scope of the study
7
1.5 Chapter plan
7
II. LITERATURE REVIEW
8
III. METHODOLOGY
13
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IV. ANALYSIS AND DISCUSSION
20
V. FINDINGS
25
VI. CONCLUSIONS
30
VII. RECOMMENDATIONS
45
REFERENCES/BIBLIOGRAPHY
APPENDIX
QUESTION
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ABSTRACT
This Project on Customer Relationship Management of Reliance Communication in Bhubaneswar
city is done to understand the company-wide business strategy designed to reduce costs and
increase profitability by solidifying customer loyalty. How CRM brings together information from
all data sources within an organization.
How CRM provide mechanism for managing services, mechanism to track all points of contact
between a customer and the company, identify potential problems quickly, internet cookies to
track customer interests and personalize product offerings, mechanism for managing and
scheduling maintenance, repair, and on-going support (improve efficiency and
effectiveness).provide accounting and production information to customers when they want it.
Improving customer relationships, improve customer relationships. How technology can track
customer interests, needs, and buying habits as they progress through their life cycles, study
industrial markets, the technology can be used to micro-segment the buying centre and help
coordinate the conflicting and changing purchase criteria of its customer.
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The overall study is focused on use of CRM by Reliance Communication in Bhubaneswar for
efficient utilization of resources and getting competitive advantage in telecom market.
ExecutiveSummary
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The term itself is meant to describe the whole business strategy (or lack of one) oriented on
customer needs. The main misconception of CRM is that it is only software, instead of a whole
business strategy. To be effective, the CRM process needs to be integrated end-to-end across
marketing, sales, and customer service. A good CRM program needs to:
* Identify customer success factor
* Create a customer-based culture
* Adopt customer-based measures
* Develop an end-to-end process to serve customers
* Recommend what questions to ask to help a customer solve a problem
* Recommend what to tell a customer with a complaint about a purchase
* Track all aspects of selling to customers and prospects as well as customer support.
SCOPE OF STUDY
The general aim of the study was to choose, develop and experiment with some evaluationmethods applicable to product design and capable of facilitating ergonomics-related decision-
making. User participation was aimed to be an essential part of the experimental evaluations.
Sound and realistic ways to involve users in the design process were sought. The study results,
the different EEE procedures, can be used in developing activities related to the design process
at workplaces and by product manufacturers. The procedures applied should be, after the
developments, more tailored and consistent for (1) developing better products as far as absolute
user-match is concerned and (2) comparing new systems and products with those of competitors
(relative user-match). The study aims to utilize both ergonomic and usability expertise. Fig. 6
shows the papers versus the methods used. All the papers except VII are reports of experiments
on elderly subjects, but some of the patients involved in the videophone experiment (paper VII)
were also elderly people. Subjective assessment, though based on real perception during trials, is
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predominantly involved in most of the experiments, including comparison of the values of
objective variables. Subjective assessment was assumed to be quicker and easier to elicit and
analyse, and it also has an important role in consumer choices. The step experiment (paper I)
was about purely objective assessment. The main emphasis in this study was on user-centred
design with usability trials. Objective measurements were also made with instruments. Diverse
research-style user trials were combined and developed into practical industrial tests in evidence-
based ways
OBJECTIVE OF STUDY
PLACE OF STUDY
Taking on the consideration of these objectives we started our study under IMRB international.
With the help of this organization we started the study in the urban area. According to the
instruction we have done this study in the district of Bhubaneswar only.
We have collected the relevant data about the awareness and usage of Reliance communication
among the people. For that we cover places in Bhubaneswar are;IRC village,
jayadevbihar,unit-1,unit-2,unit-3,unit-4,unit-5,unit-6,unit-7,unit-8 unit-9,BDA
colony,Chandrashekharpur,salishree vihar,patia,Rasulghadh,Bhumikal,Laxmi sagar.
We visit the required number of households in that part and collect the relevant data from them.
According to the study we only cover the area which is instruction by our external guide.The
interviewee or any members of his/her family dont work for any of the following:
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Advertising Company/Any media
Any Market Research Co.
Any Telecom Co.
Owner of PCO.
Distributor of mobile Connections
PROBLEM BEING FACED
Lack of communication between retailers and distributor
Lack of improper distribution channel
Competitors
Not regular visit of DSE and Runner
All retailers are not aware of new scheme of RCOM
Lack of sales promotion and advertisement
Retailer doesnt get claim at proper time
No visit of TSM or any other person to the retailers shop
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WHAT DOES COMPANY EXPECT TO DO BY SOLVING THE
PROBLEM
Customer Satisfaction
Retailer Satisfaction
Increase in Sale
Sales Promotion
Proper Distribution Channel
COMPANY HISTORY
Established in 1971, IMRB International is a pioneer in market research. A
member of the Kantar Group, WPPs information, insight and consulting division. IMRB's
footprint extends across 11 countries - India, Pakistan, Bangladesh, Sri Lanka, Dubai,
Saudi Arabia, Egypt, Singapore, Malaysia, Korea and London. . It is associated with a group of
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international market companies such as the 'British Market Research Bureau (BMRB)' &
'Millward Brown International'
With over 1200 full time staff, IMRB provides high quality conceptualization, strategic
thinking, execution and interpretation skills. IMRB International is the only research company
in India that offers such a wide range of research based services to its clients. IMRB
International's specialized areas includes consumer market research both quantitative and
qualitative, industrial market research , business to business market research, social and rural
market research, media research, retail research , and consumer panels.
IMRB International has been offering for over 35 years, both general as well as
specialist research services to clients in India and overseas. IMRB International operates out of
its five full service offices in Mumbai, Delhi, Kolkata, Chennai and Bangalore and is supported
by 15 other regional centers for collection of survey information
IMRB International,
Over 33 years of experience in researching India. We have five full service offices
and thirteen field offices in India. Our research supports 40 of the top 50 brands in the country.
With one of the largest field networks for custom research, knowledge of local culture,
normative databases, specialists with industry/ sector knowledge, and an international toolkit of
research methods, IMRB International is uniquely positioned to provide innovative solutions to
any marketing issue. Cygnus, is IMRBs Knowledge Management System which connects every
IMRB executive and helps enhance the quality of the thinking that we provide to Clients.
Product and Services IMRB International has eight specialist units - 1)Probe Qualitative
Research (PQR) 2)Social and Rural Research Institute (SRI) 3)Media & Panel Group 4)CSMM:
Partners in Managing Stakeholder Relationships 5)BIRD: Research-based Consultancy for B2B
and Technology Markets 6)eTechnology Group@IMRB 7)IMRB MindTech Systems: Software
development house 8)Abacus Research: Data Processing House to the World IMRB
International, in association with Mill ward Brown, offers Advanced Tracking Programmers,
Brand Dynamics and the Link pre-test as well as other MB services throughout this region. With
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over 1000 ads pre-tested, over 200 on-going ad and brand health tracking research studies, over
400 brand equity studies, we have a good understanding of how communications work, what
works best and how we can best leverage the advantage that our Clients brand has over
competition.
IMRB International had eight specialist units:-
Probe Qualitative Research (PQR)
Media & Panel Group
CSMM: Partners in Managing Stakeholding Relationships
BIRD: Research Consultancy for B2B and Technology Markets
eTech Group@ IMRB
Social and Rural Research Institute (SRI)
IMRB MindTech Systems: Software development house
Abacus Market Analytics: Data Processing House of the World
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About Market Research of IMRB
The purpose behind market research is to provide solutions to marketing problems of
Clients. Typically, there are three different professional streams in a market research
organization Research, Field, Analysis.
Research: who obtain client briefs, plan & coordinate research projects, develop research
proposals and research designs, develop questionnaires, analyze the data and report the findings
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Field: Who are responsible for data collection? The actual data collection is usually done
through freelance interviewers, under the strict control & briefing of Field Executives and Field
Managers
Analysis: who are responsible for data processing i.e. transforming data on questionnaires to an
electronic database Worldwide Market Research is a US 20 billion $ industry employing more
than 150,000 professionals. In India, the market for market research is estimated at around Rs.
400 crores with the outsourcing MR industry accounting for a similar size of business. Market
Research in India is a rapidly growing at 20% & above every year.
IMRB Offices & Staff
IMRB operates in India through thirteen units
Four quantitative consumer research units in Mumbai, Delhi, Calcutta, South
(Bangalore & Chennai)
Six specialist research units
Qualitative Research: PQR
Customer Satisfaction: CSMM
Media & Panel Research: MPG
Business to-Business and e-technology Research: BIRD
Social Research: SRI
Strategic marketing: Henley Centre
Three operations & software units
Field: Abacus
International: Data Processing (a BPO unit): Abacus
Software for MR: Mind Tech Systems has also set up market research companies in
Sri Lanka: LMRB
Bangladesh: Sirius Marketing & Social Research
Middle East: AMRB with offices in Dubai, Cairo & Jeddah
And has a tie up with Oasis Research in Pakistan.
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Within India, IMRB has full service research offices in Mumbai, Delhi, Calcutta, Bangalore and
Chennai as well as Field Offices in ten other large cities (like Hyderabad, Pune, Ahmadabad,
Lucknow, Cochin) in India covering all major languages.
IMRB has over 650 project professionals
- Over 300 researchers, almost all of whom are MBAs
- Over 150 Analysis/Data Processing executives with IT qualifications
- Over 200 Field & Operations executives
IMRB Offers
Through its consumer research offices, IMRB offers full spectrum customized consumer
Research such as:
Market Measurement
U&A Studies
Brand Image/Tracking
Segmentation
New Brand Research
Concept Testing
Positioning
Product Testing
In addition, IMRB offers in the Indian sub continent & the Middle East, the Mill ward Brown
suite of products
Link: advertising pre-testing
ATP: brand & advertising tracking programmed
Brand Dynamics: quantitative measurement of brand equity
Mill ward Brown, an associate Kantar company, specializes in brand & communications
Research.
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IMRB Clients
IMRB works for a large number of clients multinationals and Indian companies.
Some of IMRBs leading & regular clients are
Bharti Airtel
Britannia
British American Tobacco (BAT)
Cadbury
Castrol
Cavinkare
De Beers
Radio Mirchi
Ford
Frito lay
Gillette
Glaxo Smithkline
Heinz
Hero Honda
Honda
Hutch
ICICI Bank
Idea Mobile
Indian Airlines
Indian Oil
Intel
ITC Ltd
Advertising Research
Packaging Research
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Pricing Research
Simulated Test Marketing (STM)
Sponsorship Research
Lifestyle Research
Specialized Retail Audits
Trade Research
Johnson & Johnson
Kodak
Madura Garments
Mahindra & Mahindra
Marico Industries
Microsoft
Nestle
Pepsi
P & G
Philips
Reckitt Benckiser
Shaw Wallace
Taj Hotels
Tata Tea
Tata Teleservices
Telecom Regulatory Authority of india
Titan
Unilever
VST Industries
IMRB Office Bhubaneswar
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IMRB Bhubaneswar Office, with revenues of Rs. 25 crores, with a current staff of 90, and
With a planned expansion to 120 in 2006, is one of the largest market research offices in India.
IMRB Bhubaneswars key clients are:
ITC Tobacco: ITC Tobacco is one of the largest market research accounts in the country with
work on some of the biggest Indian brands like Wills, Gold Flake, Classic, and Scissors. IMRB
is ITCs lead market research partner & has been so for over thirty years.
ITC FMCG: ITCs vision is to grow into a fully diversified FMCG company. IMRB handles
ITCs Foods Business (Aashirwaad atta, Sunfeast biscuits, Minto &
Candy man confectionery and other new categories) . ITC Paper Divn (Greeting Cards,
Stationery, Matches) and its major, planned diversification into Personal Products like soaps,
shampoo & other products
VST Industries: the Hyderabad based company, which like ITC is another tobacco company
within the British American Tobacco (BAT) Group, and has cigarette brands like Charminar and
Charms British American Tobacco (BAT) : the worlds second largest tobacco company, and
the parent company of ITC & VST. IMRB Calcutta has leveraged its tobacco research
experience in doing research consultancy for BAT companies around the world. In the last three
years, IMRB Bhubaneswar Office has conducted research for BAT in over 40 countries acrossthe world in all the continents e.g. in Malaysia, Australia, Japan, China, Korea, Vietnam, South
Africa, Nigeria, USA, Canada, Brazil, Argentina, Costa Rica, France, Italy, Netherlands, Poland,
etc.
To cater to the BAT business, IMRB Bhubaneswar has placed researchers from its office
in London, Kuala Lumpur and Seoul. This international business is now a very large & growing
part of IMRB business. IMRBs role in such projects is to develop the proposal, the research
design & the questionnaire; process the data, conduct the analysis and work out the final
presentation. Fieldwork is organized locally by the BAT Company.
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Types of Research Studies conducted at IMRB Bhubaneswar Office
- Annual Brand Health Studies & Brand Equity Measurement
- Tracking of Communication & Brand Health
- Simulated Test Marketing (STMs) : forecasting the performance of a new brand pre launch
- Consumer Segmentation & Category Understanding
- Pricing
- Packaging Research
- Name Research
- Ad Pre Tests
- Product Tests
- Post Launch Tracking
- Market Sizing Exercises
- Media Planning for non traditional media like Retail Outlets
- Segmentation of Retail Outlets
- Experimental Studies
Most of the clients of Bhubaneswar Office like ITC, BAT are among the most
sophisticated users of market research; they seek high quality & innovative work, and areprepared to pay for it. Exposure on such accounts will provide the researcher exposure to the
highest standards of research in all areas of quantitative research.
All quantitative researchers have the support of a 30 man Analysis/DP team, statistics experts,
and in addition, are provided with the state-of-the-art enquiry package, MAGIC, with which they
can conduct all possible analyses themselves, along with the latest version of SPSS.
The City
Bhubaneswar does not perhaps quite enjoy the best of reputations but reality is much better than
perception. Once people move into, they start enjoying their stay, and warm up to the city It is
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one of the less expensive metros to stay; infrastructure (electricity, telephones, water) is possibly
the best in India. Chances are that your work place and residence will not be too far.
Companys vision and mission:-
VISION
To be the agency of choice for marketers across the Middle East and North Africa region
By consistently providing cutting-edge market research services from conceptualization
Through to execution, interpretation and reporting, thereby enabling clients to take strategic
Decisions. By 2010 IMRB will be the leading research in India.
Loved by more customers.
Targeted by top talent.
Benchmarked by more business.
MISSION
Service focus
Empowered Employees
Innovative Service
Cost efficiency
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Accurate in survey
ACHIEVEMENTS
XIMB won the Outstanding B-Schools in Marketing Award organized by IMPACT in
February 2009
XIMB ranked as 3rd best private B-School and 8th among the top 50 B-schools in
India (Outlook 29th Sept., 2008)
XIMB has been awarded the SAQS Accreditation by the Association of Management
Development Institutions in South Asia (AMDISA) for a period of five years.
R COM LOGO
PROFILE OF RELIANCE COMMUNICATION
Anil Ambani: Telecom person of the year 2007
His marketing strategy has made millions of Indians happy; they got the best mobile tariffs in the
world-local call costs at 15 paise/minute, and STD call at 40 paise/minute
NEW DELHI, INDIA: When the VOICE&DATA jury, comprising eminent professionals from
the telecom field, met in Delhi in June to choose the Telecom Person of the Year 2007, the five-
hour selection process was steamy.
The reason was obvious: The telecom sector is growing faster than any other segment andnaturally their CEOs have a lot to crow about. The jury had to select one from three CEOs, who
had made it to the final list through nominations from the industry and the initial scrutiny.
Among the three, one of the main contenders was a young CEO. The jury decided that he should
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come back next year to try and win the coveted award. The list now had two names-both CEOs
of two well-known companies. The pivotal difference between the two: one is an entrepreneur
and the other is not so popular, as his credit is shared among a number of his big daddies.
Following a five-hour closely held, hotly debated discussion, the name was announced: Anil
Dhirubhai Ambani, chairman of Reliance Communications. Anil Ambani joined Reliance
Industries (currently promoted by his brother Mukesh Ambani, following their split) in 1983 as
co-chief executive officer. Forbes ranked him number 104 among the World's Richest People in
2006. The Ambani family faced criticism when it announced its ambitious plans to build a
countrywide telecom network, as its prior expertise lay in commodities-textiles and
petrochemicals-business only. Apart from that telecom needs a service-oriented mindset, critics
felt. What they did not remember was how the family had served its millions of shareholders.
Policies in India are made in line with Ambani's vision, says an industry expert. His business
acumen and closeness to politicians assisted him in making it to the Rajya Sabha in June 2004,
as an independent member. Ambani chose to resign voluntarily on March 25, 2006.
The same association with politicos gave him negative returns too when the Mayawati
Government in Uttar Pradesh put a spanner on his ambitious plans to build a 1,200-acre SEZ.
Media sees his aggression when he announces financial results for the Reliance ADA group of
companies, and when he attends the annual general meetings and faces questions from
shareholders. When he meets the press, he has answers to all their questions. He also remembers
to call select journalists by name.
To merchant bankers he, who has already contributed immensely to the financial reforms of
the country, is one of the financial wizards of the world. May be because of his expertise, he
gave up in the race to grab Hutchison Essar stake, after indirectly jacking up the valuation. Hisnegotiations with the Qualcomm chief are also a folk theory now.
How did Ambani become the VOICE&DATA Telecom Person of the Year 2007? What are
his personal and organizational achievements in the recent past?
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His path-breaking marketing strategy that was put in by the strongest team of telecom
professionals the country has ever seen has made millions of Indians happy as they got the best
mobile tariffs in the world. The aggression resulted to adding to his already swollen kitty. Every
hour India will be adding around 20,000 new mobile customers and Reliance Communications
over 4,000. When mobile telephony first began in India, a local call cost Rs 16 per minute; an
STD Rs 50; and a call to the US Rs 100 per minute. With Reliance Communications pioneering
price initiative, a local call now costs a mere 15 paise per minute, STD 40 paise, and a call to the
US costs less than Rs 2 per minute. The presence of Reliance Communications is making the
competition in India panicky. Global telecom forces will also shortly start feeling the heat.
Ambani has also recently announced his Rs 1,200 crore buyout of Yipes Holdings.
Achiever's Pride
Undertook financial restructuring of Reliance communications
To spend Rs 16,000 crore to expand and strengthen network coverage
After expansion, Reliance Communications will have the single largest wireless
network in the world
Launched the lowest-cost classic brand handset at Rs 777
Subscriber base grew to over 28 mn during last fiscal, registering 60% growth
Total Revenue shot up to Rs 14,468 crore, an increase of 34%
Net Profit rises to Rs 3,163 crore, an increase of over 600%
Revenues of the wireless business increased by 46% to Rs 10,728 crore
Broadband achieved revenue growth of 123% to Rs 1,144 crore
Market capitalization crossed Rs 100,000 crore
Will add 23,000 more towers
Telecom services will be available in over 23,000 towns and 600,000 villages
Next generation DTH network will be launched before end of the year
Reliance Communications' wireless subscriber base grew to over 28 mn last fiscal,
registering a 60% growth. This makes it one of the top two wireless operators in India.
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"Economic growth in the future will be indexed to connectivity of millions of enterprise and
individual customers. Over the next few years, we will have over 100 million customers, making
us one of the top 5 telecom players in the world. In four years, we put up a total of 14,000 towers
across the country. This year alone we will add 23,000 more towers. Our wireless network is
currently available in 10,000 towns. By the end of this year, it will be available in over 23,000
towns and 600,000 villages," Anil Ambani said at the first annual general meeting of Reliance
Communications since the re-organization of the Reliance Group in June 2005.
"In four years of operations, we invested around Rs 32,000 crore. This year alone we will
invest over Rs 20,000 crore. At the end of this year, we will have covered over 90% of our
population. If Version 1.0 of the Indian telecom story was all about affordability, Version 2.0
will be about reach. Our
Network expansion will give us the power to drive the market and stay ahead of the curve,"
Ambani adds.
According to Ambani, the financial restructuring of Reliance Communications is the biggest
turnaround story in the history of corporate India. The inherited ownership structure of Reliance
Communications was complex. The reorganization has yielded a simple, fair, and transparent
ownership structure, and given Reliance Communications 100% ownership of all operationaland associate companies.
Reliance Communications is now among the three most valuable private sector companies in
India, and the five most valuable telecom companies in Asia. In the current
Fiscal, Reliance Communications will spend Rs 16,000 crore to further expand and
strengthen its network coverage across India and the rest of the world.
In addition to organic growth, Reliance Communications will leverage the advantages
derived from this impressive financial platform to explore and pursue any significant
opportunities available in the telecommunications sector. "We are currently evaluating a number
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of inorganic opportunities in select international markets to further expand our footprint,"
Ambani said.
Reliance Communications One India, One Tariff plan allowed millions to connect across
India at just one rupee a minute. The company was the first one to break the Rs 1,000 entry-
barrier with the launch of the lowest-cost classic brand handset at Rs 777.
As per its expansion plan, Reliance Communications will have the single largest wireless
network in the world, covering over 900 mn Indians or more than 15% of the global population.
It will cover 23,000 towns or every single Indian habitation with a population of over 1,000.
Reliance Communications will cover almost 100% of all rail routes, providing seamless voice,
video, radio, and Internet connectivity to 14 mn commuters every day. It will also cover almost
100% of all national highways, and 84% of all state highways, giving millions of users the
power to talk, text, surf, play, chat or simply stay in touch across nearly the entire length of
India's 2,00,000-km-long road network.
Having achieved tremendous growth, the main challenge for Reliance Communications is to
improve quality of service and ARPU. Its enterprise business is also not in a position to compete
with the global majors. Stock market valuations may boost the fortunes of an entrepreneur, but
Ambani needs to address the issues faced by the growing mobile customer base, especially inIndia, where bureaucracy takes pride in checking the businessman.
AN OVERVIEW OF CURRENT MARKET SCENARIO
Reliance Communications (formerly Reliance Communications Ventures) is one of India's
largest providers of integrated communications services. The company has more than 20 million
customers and serves individual consumers, enterprises, and carriers, providing wireless,
wireline, long distance, voice, data, and internet communications services through a number of
operating subsidiaries. The company sells communications and digital entertainment products
and services through its chain of Reliance Web World retail outlets. The company's Reliance
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Infocomm subsidiary provides wireless communications services throughout India. Reliance
Communications is part of the Reliance - Anil Dhirubhai Ambani Group.
The current network expansion undertaken by Reliance is the largest wireless network
expansion undertaken by any operator across the world.
It was with this belief in mind that Reliance Communications (formerly Reliance Infocomm)
started laying 60,000 route kilometres of a pan-India fibre optic backbone. This backbone was
commissioned on 28 December 2002, the auspicious occasion of Dhirubhais 70th birthday,
though sadly after his unexpected demise on 6 July 2002.
Reliance Communications has a reliable, high-capacity, integrated (both wireless and wire
line) and convergent (voice, data and video) digital network. It is capable of delivering a range
of services spanning the entire infocomm (information and communication) value chain,
including infrastructure and services for enterprises as well as individuals, applications, and
consulting.
Today, Reliance Communications is revolutionizing the way India communicates and
networks, truly bringing about a new way of life.
We will leverage our strengths to execute complex global-scale projects to facilitate leading-
edge information and communication services affordable to all individual consumers and
businesses in India.
We will offer unparalleled value to create customer delight and enhance business productivity.
We will also generate value for our capabilities beyond Indian borders and enable millions of
India's knowledge workers to deliver their services globally.
BRIEF STUDY OF THE ORGANIZATION
Chairmans profile
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Reliance Communications Limited founded by the late Shri. Dhirubhai H Ambani (1932-2002)
is the flagship company of the Reliance Anil Dhirubhai Ambani Group. It is India's foremost
truly integrated telecommunications service provider. With a customer base of over 36 million
including close to one million individual overseas retail customers, Reliance Communications
ranks among the top ten Asian Telecom companies. Its corporate clientele includes 600 Indian,
250 multinational corporations and over 200 global carriers and owns and operates the world's
largest next generation, IP enabled connectivity infrastructure, comprising over 150,000
kilometers of fiber optic cable systems in India, USA, Europe, Middle East and the Asia Pacific
region.
Regarded as one of the foremost corporate leaders of contemporary India, Shri Anil D Ambani,
48, is the chairman of all listed companies of the Reliance ADA Group, namely, RelianceCommunications, Reliance Capital, Reliance Energy and Reliance Natural Resources.
He is also the president of the Dhirubhai Ambani Institute of Information and Communications
Technology, Gandhinagar
An MBA from the Wharton School of the University of Pennsylvania, Shri Ambani is credited
with pioneering several financial innovations in the Indian capital markets. He spearheaded thecountrys first forays into overseas capital markets with international public offerings of global
depositary receipts, convertibles and bonds.
Under his chairmanship, the constituent companies of the Reliance ADA group have raised
nearly US$ 3 billion from global financial markets in a period of less than 15 months.
Shri Ambani has been associated with a number of prestigious academic institutions in India
and abroad.
He is currently a member of:
Wharton Board of Overseers, The Wharton School, USA
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Board of Governors, Indian Institute of Management (IIM), Ahmedabad
Board of Governors, Indian Institute of Technology (IIT), Kanpur
Executive Board, Indian School of Business (ISB), Hyderabad
In June 2004, Shri Ambani was elected as an Independent member of the Rajya Sabha Upper
House, Parliament of India, a position he chose to resign voluntarily on March 25, 2006.
Select Awards and Achievements
Voted the Businessman of the Year in a poll conducted by The Times of India TNS,
December 2006
Voted the Best role model among business leaders in the biannual Mood of the Nation
poll conducted by India Today magazine, August 2006
Conferred the CEO of the Year 2004 in the Platts Global Energy Awards
Conferred 'The Entrepreneur of the Decade Award' by the Bombay Management
Association, October 2002
Awarded the First Wharton Indian Alumni Award by the Wharton India Economic
Forum (WIEF) in recognition of his contribution to the establishment of Reliance as a
global leader in many of its business areas, December 2001
Selected by Asiaweek magazine for its list of 'Leaders of the Millennium in Business and
Finance' and was introduced as the only 'new hero' in Business and Finance from India, June
1999.
RELIANCE COMMUNICATION LIMITED
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APPLY SIX SIGMA:
[Fishbone diagram]
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Strength
Low Entry Cost
Commission Structure
Fast Activation Process
Network Connectivity
Data GPRS
Weakness
Branding Image
Distribution problem
Limited product portfolio- Only
Mobile Lack of Competitive Strength
Limited Budget
Opportunity
Preference of GSM over CDMA
New Specialist Application
Rural Telephony
New Market, Vertical, Horizontal
Competitors` Vulnerabilities
Threat
Political destabilization.
New Entrants
IT Development
Market Demand
Seasonality, Weather Effects
CUSTOMERS ARE
GOINGTOOTHER
WAY
MATERIALSM/C
MAN
MOTHERNATUREMEASUREMENTMETHODS
POOR QUALITY PRODU.& SERVICESUNCOUNTED
PROBLEM
WAY OF SELLING NOT
PROPERCUSTOMER ARE NOT
STAYINGWITH SERVICE NO PROPER SERVICE
SALES PERSON ARE
NOT WELL EDUCATED
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(4) ORGANIZATIONAL SET UPReliance Communication Limited
PRESIDENT PRESIDENT
PRESIDENT
(PRESONAL (ENTERPRISES (HOME
BUSINESS) BUSINESS) BUSINESS)
SENIOUR V.P
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V.P
GM
DGM
AGM
SENIOURMANAGER
MANAGER
DUPTYMANAGER
ASST.
MANAGER
MGT.TRAINING
METHODOLOGIES
(5) SCHEMES, PRODUCTS
RELIANCE PRODUCT
Reliance Base Phone
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Reliance Mobile
Reliance Data Card
Reliance Voucher, E-Recharge
Reliance PCO
Reliance Broad Band
Research Methodology
Research methodology is a way to systematically do the job. It may be understood as a
science of studying how research is done scientifically. The most desirable approach with
regards to the selection of the research methodology depends on the nature of particular
work, time and resources available along with the desire level of accuracy.
Research Type Descriptive Research
Data Source Primary Data
Research Instrument Questionnaires
Type of Questionnaire Structured
Sampling Unit Retailer
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Sampling Method Judgmental
Contact Method Personal Interview
LIMITATIONS
During a short period of time it is difficult to know about the proper marketing survey strategies
in the organization. In the part of the survey I came to know that,
The response of customers are really so bad.
The process is so expensive.
It is time taking.
Lots of personal bias.
Questioners are so lengthy.
Questions are not accurate, lots of error.
Data Analysis & Interpretation
(1) DATA INTERPRETATION OF CUSTOMERS
SURVEY
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Age group Tabulating in percentage the age group of customers
Above figure shows that researcher having surveyed 18 respondents, 25% belong to age group18-28%, 47% belong to age group 28-35%, belong to age group 36-45 and 6% above age of 45.
Income Level Tabulation
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Age Group Percentage (%)
18-25 2528-35 47
36-45 22
Above 45 6
Income Group Percentage (%)
8000 42
8000-12000 34
12000-20000 18
> 20000 6
0
5
10
15
20
25
30
35
40
45
50
Percentage (%)
18-25
28-35
36-45
Above 45
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The above analysis shows that 42% of the respondents belonged to the 8000/- and below incomecategory, 34% belonged to Rs.8000 to 12000 and 18% belonged to 12000-20000
And 6% above income of 20000/-.
Percentages of customer who are prospective take of a particular service
company Percentage (%)
Airtel 40
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0
5
10
15
20
25
30
35
40
45
Percentage (%)
8000
8000-12000
12000-20000
> 20000
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RIM 5
BSNL 25
IDEA 2
Vodafone 31
Virgin 2
It was found in the survey that 55% of the respondents intended to purchase either Airtel or Rimservices in the future. Out of this 55% more than (that is 30% of the whole sample size)intended to purchase Airtel and 25% intended to purchase RIM
Scaling About RCOM Service
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scale Percentage
Very good 20
Good 25
Satisfactory 40
Poor 10
Cant say 5
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The surveyrevealedthat 40% oftherespondentsserviceRIM as
satisfactory. This is a telling comment. However the survey also found out that 20% and 25% ofthe respondents service RIM as very good and good respectively. There were 5% of therespondents who had nothing to say about the RIM. This is due to low service awareness andlow penetration level.
(2) MARKET SHARE OF MOBILE SUBSCRIBERS
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0
5
1 0
1 5
2 0
2 5
3 0
3 5
4 0
Pe r cen t a
P
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MARKET SHARE OF CDMA IN BHUBANESWAR
RCO
TAT
RCOMM 70%
TATA INDICOM 30%
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MARKET SHARE OF GSM IN BHUBANESWAR
AIRTEL 40%
RCOMM 5%
BSNL 25%
VODAFONE 31%
TATA INDICOM 2%
IDEA 2%
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(3) PERFORMANCE SNAPSHOT
Particulars Units
12 months period ended Quarter ended
March-2007
March-2008
June 30,2008
Sept.30, 2008
Total SubscribersCDMAGSM
Consolidatedfinancials
RevenueEBITDACash profit fromOpera.PBITNet Profit
Total Fixed AssetsShareholders' EquityNet Debt
Key RatiosEBITDA Margin
Net Profit MarginReturn on Net worthNet Debt to fundedequity- ratio
KPIsWireless APRUWireless RPMWireless MoU per subLong DistanceMinutes
000s000s000s
Rs. mnRs. mnRs. mnRs. mnRs. mn
Rs. mnRs. mnRs. mn
%%%
Times
Rs.Rs.Min/monthMn Min
28,00724,6203,387
144,68357,20756,29132,24731,632
330,423202,71918,238
39.5%21.9%26.8%
0.09
3710.7450323,238
45,79438,7787,016
190,67881,99182,06470,76254,011
523,126254,60999,700
43.0%28.3%33.7%
0.39
3400.7446030,045
50,77342,7078,066
53,22222,50224,39615,56415,123
580,324264,197129,888
42.3%28.4%34.6%
0.49
2820.664248,367
56,04646,8409,206
56,45023,01625,28815,54115,308
614,761281,598152,257
40.8%27.1%31.8%
0.54
2710.644239,802
*ARPU- Average revenue per user
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Conclusion
Indian economy is an emerging one and is growing very fast at the average GDP rate 8-
9% so in this emerging market competition level among telecommunication services provides
new players are coming who will necessarily intensify the competition. New products and new
schemes are being offered by the telecom service providers. The need for large information
capacity has grown tremendously due to the demand of real time information.
Telecommunication has now become a major information transmission system and telecom has
undoubtedly emerged as the most important industry in India. Indian telecom companies are
putting in their best offer to rope in major telecom operators of the world e.g. Vodafone, Aircel
and MTN etc. are playing their role in synergy with the operation of the Indian companies.
Process of acquisition and merger are in process and future will be only for those companies
who have an edge over others in the field. Service provided and the better quality of network etc.
is provided at affordable cost. In this process of competition it is assumed that only those
companies will survive who adopt suitable market strategy and technology innovation and up
gradation to suit the aspiration and demand of the consumer.
RCOM cellular ltd. an Anil Ambani Group of cos. is very fast catching up with the market by
providing cheaper calling rates. The market strategies adopted by its executives are bearing fruits
and the company although being the Second one to enter the market of Bihar & Jharkhand has
found a suitable niche and recognition in the consumer. But this is not a thing for self
contentment as the survey reveals that in network, service and distributor, its place is very far
behind to other competitors viz. Airtel, BSNL, and Tata indicom etc. so to withstand the
competition resources mobilization and technological innovation on the part of cos. To upgrade
its quality of network and services is urgently called for.
Market access and growth is alright but the improvement of quality on the above counts is
necessity of the time.
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Retailers Finding
Services provided by Retailers: -
All the retailers are dealing in all services i.e. providing Recharge Voucher, SIM, and Tariff
Voucher of all the cellular service companies present in Bangalore zone. Also most of them
provide only pre-paid connection.
Satisfaction: -
Most of the retailers i.e. around 74% of respondents are satisfied with RCOMM brand, 10% of
them push RCOMM brand to the customer and rest 16% retailers are not satisfied with RCOMM
brand due to claim pending and the distributor. The retailers dont get schemes communicated in
time by distributor and distributor does not provide RCV & e-Top properly.
Problems: -
Around 15% of the respondents that there is network problem with RCOMM, on the other hand
they found its competitors viz. Airtel, BSNL, TATA indicom network connectivity of very good
to good level.
Around 16% retailers which are under puja enterprises distributor projected problem
with distributors. They dont get schemes communicated in time by distributor and distributordoes not provide RCV & e-Top.
Support from company: -
Most of the retailers ensnared that they are supported by the companies personnel & companies
helpline.
All companies provide POP (Point of presence) at right time and in adequate number.
Claim process:-
In case of RCOMM process is be claimed very belatedly i.e. almost 77% of the cases take 60-90
days, where as in case of Airtel most of the i.e. 88% is being finalized in time limit 0-30 days.
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The claim process services of other competitors viz. AirCel, Smart, & Tata Indicom
are almost at par with the IDEA cellular ltd.
Suggestions
On the basis of extensive study and research, here are some recommendation and suggestion
which may help the company to market the product and service more profitability and increase
its share in the Telecom market.
1. PROMOTIONAL ACTIVITIES
The company expands the budget allocation for promotional campaign in center Bangalore. It
has affected the sale service brand image of Reliance especially in Bangalore. Low supports in
promotion have lead to fluctuation in sale
There may be some useful tools which can be summed as follows:-
Advertising Advertising should have a clear objective and message, which has not been
found in recent ads. Reliance is a faster growing provider service in each state .every offers and
schemes they should show with proper message for benefit to the customer. In busy life
customer do not remembered any offers and which service we can provided for the customer
therefore they should by force showing advertisement in growing market and among customer
.customers wants continuously exposure in Cable and Local newspapers.
Persuasive Advertising: - Now there is a need of persuasive advertising for Reliance service
which can be moved into the category of comparative advertising. It will help the company to
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establish the superiority of its brand service through specific comparison of one or more
attributes and features.
Technical Expertise: - The advertisement should show the companies expertise, experience and
pride in market the product service sale.
Media:-A combination of print ads and TV commercial do a better job. Local ads and publicity
should be giving more stress. Hoardings, banners, wall painting should be promoted, as some
expenses are also beard by dealers. Ads on Cable network result greater audience attention.
Schemes, gift offers etc. must be highlighted through Radio and Local newspapers.
A. SALES PROMOTION
Cash discount
Premiums
Appointment of sale promoter
Financial schemes
B. OCCASIONAL DISCOUNT
The company may go for occasional discount offers or price off from time to time specially
during any festival. Off season discount may also prove helpful to check fluctuating sales.
C. PRODUCT QUALITY AND TECHNICAL FEATURES
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As for as some hand set mobile product quality is concerned, there is an urgent need of technical
up gradation of Reliance mobile product line. It would be beneficial for company to launch some
colors mobile hand set with the some added feature and minimum price.
BIBLIOGRAPHY
BOOKS:
Principles of marketing - Philip Kotler & Kevin Lane Keller, Pearson Education
Publishers, 13th Edition, Pages-128,131.
Research Methodology - C.R. Kothari, New Age International Publishers, 2nd
Revised Edition, Pages-2, 7,25,31,95,104,122.
WEBSITES:
www.google.com/search/crm policy of Reliance communication Ltd.
www.yahoo.com.in/search/crm policy of Reliance communication Ltd.
The relevant information from the internal source of the organization
CUSTOMER QUESTIONIRE
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1 .Do you aware of Subscriptionalert?
a Yes 95
b No 5
2 .How would you rate your overall experience with the Subscription alerts sent by RelianceCommunications?
a Excellent 0
b -Very Good 8
c -Good 12
d Fair 28
e-Poor 52
3 .Do you aware of Caller Tunes?
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a Yes 98
b No 2
4 .Based on your experience, how would you rate the overall cost of subscription to CallerTunes?
a -Very Low 2
b -Low 5
c Moderate 35
d High 42
e -Very High 16
5 .Do you aware of Sim Browser / R World?
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a Yes 52
b No 48
6 .Based on your experience, how would you rate the Overall experience with SIM basedservices /R World?
a- Excellent 0
b -Very Good 8
c -Good 22
d Fair 45e Poor 25
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7. Do you aware of SMS Codes ?
a Yes 85
b No 15
8 .How would you rate your Overall experience with the SMS Codes service? Would you say itis.
a Excellent 10
b -Very Good 45
c -Good 32
d Fair 10
e Poor 3
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9 .Basis your experience, how would you rate the Overall cost of downloading content/sendinga message through SMS Short Codes ?
a -Very Low 8
b -Low 10
c Moderate 52
d High 18e -Very High 12
10 .Have you recently activated any value add service (VAS) ?
a -Yes 68
b No 32
11.Have you recently deactivated any value add service (VAS) ?
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a -Yes 42
b No 58
12.Where did you give your request for activation/deactivation of VAS ?
a -Reliance Exclusive showroom/Reliance Office 5
b -Any Other Dealer /Multi Brand outlet 9
c -Call Center Executive 75
d -Reliance Website 3
e SMS 8
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13.Have you received an automated voice call to give you information on VASservices of Rliance Communications ?
a -Yes 95
b No 5
14 .Have you received a telecall to give you information on VAS services of RelianceCommunications ?
a -Yes 62
b No 38
15. Thinking about all aspects of your interaction with a Reliance Executive on the telecall,howwould you rate the overall experience with the telecall ?
a Excellent 0
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b -Very Good 5
c -Good 12
d Fair 15
e Poor 68
16 .What would be your preferred mode of communication?a SMS 65b Email 23
c -White mail/Letter 0
d -Voice call 12e -Recorded Call 0
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17.Are you the Chief Wage Earner for your family ,i.e., do you contribute themaximum to the total income of your family ?
a -Yes 88
b No 12