PROJECT REPORT

ON
“CHECKING SALES PATTERN OF CLASSIC
HANDSETS”
&
‘TOP OF MIND’ AWARENESS

SUBMITTED BY: -

MOHD HARRIS

LAL BAHADUR SHASHTRI INSTITUTE OF MANAGEMENT

& TECHNOLOGY

BAREILLY

UNDER THE GUIDANCE OF:

Mr. GAURAV SINGH

 CONTENTS

 ACKNOWLEDGEMENT
 EXECUTIVE SUMMARY
 THE HISTORICAL BACKROUND OF RELIANCE
 NETWORK COVERAGE
 DHIRUBHAI’S VISION
 RELIANCE COMMUNICATION SAGA
 VISION
 MISSION
 ANCILLARY BUSINESS
 ABOUT THE PROMOTERS

PART I (SALES PATTERN OF CLASSIC HANDSETS)

• OBJECTIVE.
• RESEARCH METHODOLOGY
• ANALYSIS OF DATA
• MAJOR FINDINGS
• RECOMMENDATIONS

PART II (‘TOP OF MIND’ AWARENESS)

• OBJECTIVE.
• RESEARCH METHODOLOGY
• ANALYSIS OF DATA
• MAJOR FINDINGS
• RECOMMENDATIONS

 LIMITATIONS
 ANNEXURE (1)
 ANNEXURE (2)
  BIBILIOGRAPHY

ACKNOWLEDGEMENT

I express my deep sense of gratitude to Mr. RAJAT N. SINGH, Project Guide, for his
generous co-operation, kind and patient attitude towards my gross incompetence, cordial
disposition and magnanimous guidance in the preparation of this project.

I am also grateful to all the members of the Reliance Communications Lucknow, who
have spent their precious time to interact with me and for their continuous co-operation &
encouragement.

I would like to place my deep sense of indebtedness to all respondents and my friends
and all others who have extended their help directly or indirectly in making the project
report effective and informative.

I express my sincere gratitude to my family for their constant support and encouragement
through out the study.
 -VINAY KUMAR VERMA
EXECUTIVE SUMMARY

The MBA course offered by SAROJ INSTITUTE OF TECHNOLOGY &

MANAGEMENT, LUCKNOW has its own unique syllabus which requires its students to
undertake an internship with any of the leading business houses for a period ranging from 6
to 8 weeks during the second semester. The purpose of this internship is to enable the
students to appreciate and understand the nuances of the practical world vis-à-vis the
theoretical input administered during regular academic sessions. This helps in creating
Managers who are equipped with the experience of linking the theoretical inputs with those
of

In partial fulfillment of MBA degree of SITM, Lucknow. I was given projects on

“CHECKING THE SALES PATTERN OF CLASSIC HANDSETS” AND ‘TOP OF
MIND’ AWARENESS.

I have experienced the heat of work for more than two months and it was really a
great exposure in the corporate world. I have learned a lot regarding the workings
of various departments and mainly the ‘Sales & Marketing’ department and it was
really great working with this prestigious organization.
 THE HISTORICAL BACKGROUND

The Reliance Group, India's largest private sector enterprise and one of the 500 largest
enterprises in the world, launched Reliance Communications Limited on December 28,
2002. Reliance Communications will usher a digital revolution in India and herald a New
Way of Life for a New India.

The date of the launch commemorates the birthday of Late Dhirubhai Ambani, the
Founder Chairman of the Reliance Group. His dream of harnessing the power of
information technology and communications to build a New India is the seedling that has
grown into Reliance Communications.

Reliance Communications formed by demerger and vesting of the telecommunication

undertaking of Reliance Industries Limited. RCOM is India’s largest integrated
communication service provider in the private sector with over 29 million individual
consumer; enterprise and career customers have at September 30th 2006. It has pan-India
operation and provides wireless, wire line and long distance, voice data and internet
services and submarine cable network infrastructure globally.

Late Dhirubhai Ambani built Reliance from scratch and in 25 years got it a place among
the world’s top Fortune 500 corporations. The fact that he took barely a quarter of a
century to do that is what makes this achievement special.
Though rooted in traditional Indian values, Dhirubhai was a quintessential modern man –
a man of the New Millennium. This was reflected in his passion for mega-sized projects,
state-of-the-art technology, and high productivity.
His corporate philosophy was short: "Think big. Think differently. Think fast. Think
ahead. Aim for the best". At Reliance, he inspired all to better the best in the world.

Dhirubhai was clear that education alone could empower people. A great communicator
himself, he communicated to inspire, guide, educate, and, motivate. Dhirubhai knew the
power of information and communications and how it can be harnessed to achieve these
goals and to make time and distance irrelevant.

Dhirubhai would often say that if a telephone call could be made cheaper than the post
card in India, it would transform every home, empower every Indian, remove every
roadblock to opportunity and growth, and demolish every barrier that divides our society.
He was of the view that Infocomm (information and communication) would energize
enterprises, galvanize governance, and make learning an experience and life, exciting.
Afterward it became Reliance Communications. Reliance Communications is a
fascinating outcome of this powerful conviction, a major initiative to translate this dream
into reality.
 THE NETWORK

The Late Dhirubhai Ambani dreamt of a digital India- an India where the common man
access to affordable means of information and communication.
Reliance Communications is the flagship company of the Anil Dhirubhai Ambani
Group. Listed on the National Stock Exchange and the Bombay Stock Exchange, it
leading integrated telecommunication company with over 30 million customers.

It was with the belief in mind that Reliance Communications laying 60000 route
kilometers of a pan-India fiber optic backbone. Reliance India Mobile, the first of
Reliance Communications initiatives was launched on December 28, 2002, the 70th
birthday of the Reliance group founder, Shri. Dhirubhai Ambani.
DHIRUBHAI’S VISION
Dhirubhai Ambani dreamt of a New Way of Life for a New India. Reliance
Communications is being launched to make this dream a fact of life for every Indian.
The son of a schoolteacher in a remote village, Dhirubhai Ambani founded Reliance
Industries Limited with courage, creativity and commitment as his principal assets.
Within a span of 27 years, he shaped it into Rs 65,000 crore (USD 13.5 billion) group.
Today, the business activities of Reliance cover oil and gas, petroleum refining,
petrochemicals, plastics, polyester, textiles, financial services and infrastructure.
In the process of building Reliance, he ushered in an equity revolution in India. He
democratized the process of wealth creation by endowing 3.3 million investors, and
earned for Reliance the distinction of being the world's second-largest manufacturer of
polyester. Reliance also became the world's eleventh-largest producer of plastics, and an
operator of the world's fifth-largest petroleum refinery.
With amazing foresight, he sensed the incredible potential of the technological revolution
sweeping the globe, in the areas of information and communication. He conceived of
Reliance Communications as a means to bring a technological revolution to this country
and usher in a digital revolution in India. He visualized Reliance Communications as a
powerful vehicle to percolate the benefits of the knowledge era to all sections of society.
He fashioned a strategy, which was conceptually simple and sweeping in its impact. He
encouraged the Reliance Communications team to look for the best technology in the
world and use it to reduce the cost to the consumer.
Dhirubhai Ambani envisioned an all-encompassing and affordable information and
communications infrastructure to fashion a new society by building communities with
shared interests and values, and empowering people by overcoming the handicaps of
illiteracy and mobility. He visualized the ability of information technology to deliver
new means for enlightening, entertaining and enriching people; and making livelihood an
enjoyment, learning an experience, and living an excitement.

This vision signaled a sweeping revolution for a New Way of Life for a New India.
Reliance Communications thereof re, is an instrument for accomplishing this revolution.
 RELIANCE COMMUNICATIONS SAGA

1999 The Dream,

"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

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 Optical 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, LATE Pramod Mahajan, inaugurates NNOC
2003
January 15
Introduces Dhirubhai Ambani Pioneer Offer for Reliance IndiaMobile service

February 14
Launches Reliance WebWorld in top 16 cities

March 31
Launches International Long Distance Services

April 3
Commissions all backbone rings

April 25
Introduces colour handsets
May 1
Launches Reliance India Mobile Service commercially in top 92 cities with one million
customers.

June 10
Launches India's first wireless Point of Sale (POS)

July 1
Introduces "Monsoon Hungama" Offer: Instant multimedia mobile phone and connection
for just Rs 501.
Sets world record - acquires one million customers in 10 days

July 3
Launches R Connect Internet connection cable

Aug 26
Introduces Reliance India Phone 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
Communications.

February 9
Launches RIM Prepaid with attractive offer - For Rs 3500 get a Motorola C131 mobile
phone and Rs 3240 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 Communications launches multi-player gaming on RIM handsets - a first in
India

April 05
Reliance IndiaMobile introduces International Roaming facility to 172 countries, 300
networks

April 23
Reliance Communications introduces first ever auction facility on Mobile phones through
R World.

May 27
Reliance Communications 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 Communications 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 9
Introduces Railway Ticket booking from R World data applications suite of Reliance
India Mobile

October 12
Mukesh Ambani voted the world’s most influential telecom person by UK-based
publication Total Telecom.

October 19
Reliance Communications 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 India Mobile announces mega rural plan to cover 4 lakh villages and 65 crore
Indians by December 2005.

June 26
Anil Ambani appointed Chairman of Reliance Communications

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 Communications 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 Communications tied-up with the Bombay Stock Exchange to make available
live stock quotes on its mobile phones.

September 15
Reliance Communications, UK launched Reliance IndiaCall 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 Communications 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 Communications hosts the 4th global CDMA Operators Summit

November 22
Reliance Communications joins hands with Indian Airlines to offer India's first mobile
booking of domestic airline ticket.

November 30
Reliance Communications introduces MORE bile, redefines customer rewarding with 33
% more talk time on prepaid recharges of Rs 315 denomination and above and much
more.

December 12
Reliance Communications 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 Communications 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 Communications 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 Communications 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.

2007
MARCH 9
Reliance Communications has announced its rural phone initiative, ‘Green Phone’ offer,
in Mangalore region. Priced at Rs.999, this offer featured free two year incoming
connectivity on ‘Reliance Hello’ phones.

March 22
Reliance Communications had user base of 28 million, adding 1.2 million users in March
alone. Reliance plans to expand it GSM network to 4000.

April 4
Reliance Communications has crossed 1.5 million subscriber milestones in Kerela.

June 29
Reliance Communications announced the launch of first CDMA windows mobile 5.0
pocket PC-PPC 6700 ‘Reliance Mobile Pocket PC’

SH. DHIRUBHAI AMBANI’S STAMP

On 28th December 2002, Minister of Communications, Government of India released a
commemorative postage stamp on industrialist and founder of the Reliance group of
Industries, Sh. Dhirubhai Ambani in Mumbai. Issued by the Department of Posts the
stamp is in the denomination of Rs. 5.

DHIRUBHAI AMBANI KNOWLEDGE CITY

The headquarters for all these services, programmed and operations of Reliance
Communications is located in the Dhirubhai Ambani Knowledge City, a brand new and
modern campus built on a 140-acre site in Navi Mumbai, conceived by Nita Ambani,
President of the Dhirubhai Ambani Foundation. The campus hosts a national operations
center, applications development laboratories, data centers, and contact center, spread
over 2.2 million square feet of office space.

DIGITAL REVOLUTION
Reliance Communications will provide knowledge workers a platform to develop and
offer technology solutions for all professions and institutions across the world. It will
catalyse India's formidable software talent to develop products for the global market, and
realize substantially higher value for their efforts.
Reliance Communications, by the end of 2003, will have unleashed a self-sustaining
economic revolution in India.

Reliance Communications will transform the way India communicates with and connects
to the rest of the world. The way each and every citizen of India talks over the phone,
sends messages, listens to music, news, views, videos, receives and uses information,
connects to the Internet, while on the move. The way in which the young and the old
learn, work, shop, bank, and form associations. The way companies transact business and
provide services to customers.
 VISION

Reliance Communications envisions a digital revolution that will bring about a New Way
of Life. A Digital Way of Life, For a New India. With mobile devices, net ways and
broadband systems linked to powerful digital networks, Reliance Communications will
usher fundamental changes in the social and economic landscape of India. Reliance
Communications will help men and women connect and communicate with each other. It
will enable citizens to reach out to their work place, home and interests, while on the
move. It will enable people to work, shop, educate and entertain themselves round the
clock, both in the virtual world and in the physical world. It will make available
television programmer, movies and news capsules on demand. It will unfurl new
simulated virtual worlds with exhilarating experiences behind the screens of computers
and televisions. Users of Reliance Communications full range of services would no
longer need audiotapes and CDs to listen to music.
Videotapes and DVDs would not be necessary to see movies. Books and CD ROMs
would not be needed to get age. Educated. Newspapers and magazines would not be
required to keep abreast of events. Vehicles and wallets will become unnecessary for
shopping.
Reliance Communications will disseminate to communicate at a low cost. "Make a
telephone call cheaper than a post card". These prophetic words of Dhirubhai Ambani
will be a metaphor of profound significance for Reliance Communication. Reliance
Communications will regularly unfold new applications. Continually adapt new digital
technologies. Create new customer experiences. Constantly strive to be ahead of the
world. Reliance Communications will transform thousands of villages and hundreds of
towns and cities across the country. Above all, Reliance Communications will pave the
way to make India a global leader in the knowledge.
 MISSION

“Think Big, Think fast, Think ahead, Ideas are no one’s monopoly”

 To achieve international standard of excellence in all aspects of

telecommunication and diversified business with focus on customer delight
through value of products, services and cost reduction.

 To maximize creation of wealth, value and satisfaction.

 To attain leadership in developing, adapting and assimilating state of the

technology for competitive adjustment.

 To provide technology and services through R&D.

 To activate high standard of business ethics and total quality management

for a strong corporate identity and brand equity.

CONCEPT OF 3 C:
1) CONNECT- ‘Everything we do and say is an attempt to connect with the
aspirations and need of the consumer.
2) CLASS- ‘Every element of our communication will represent the high
standard and international level of quality that Reliance Communications
offers and that our consumers aspire to’
3) CLARITY- ‘Every interaction that we have with our current and potential
customers will be sample, engaging and above all clear.
 MAIN BUSINESS

RELIANCE COMMUNICATIONS

Late Dhirubhai Ambani built Reliance from scratch to be in the reckoning for a place in
the Global Fortune 500 list. This achievement is even more significant due to the fact,
that the entire growth was achieved in an organic manner and in a span of just 25 years.

Dhirubhai was not just firmly rooted in traditional Indian values, but was also a
quintessentially modern man - the man of the new millennium. This was clearly reflected
in his passion for mega-sized projects, the most advanced technology and the highest
level of productivity.

The corporate philosophy he followed was short simple and succinct - "Think big.
Think differently. Think fast. Think ahead. Aim for the best". He inspired the
Reliance team to do better than the best - not only in India but also in the world.
Dhirubhai Ambani, Founder Chairman of the Reliance Group, had an acute sense that
education alone empowers people. He was a great communicator. He communicated to
inspire, to guide, to educate and to motivate.

He employed telephone as a powerful tool to achieve these goals. He used telephone to

defeat distance, to compress time and to remain abreast of events. He was acutely aware
of the power of information and communications. He would often say: "make the tools
of Infocomm available to people at an affordable cost, they will overcome the handicaps
of illiteracy and lack of mobility".
He wanted a telephone call to be cheaper than a post card. This, he believed, would
transform every home, empower every Indian, remove the roadblocks to opportunity and
demolish the barriers that divide our society.
Dhirubhai Ambani was of the conviction that Communication would energize
enterprises, galvanize governance, make livelihood an enjoyment, learning an experience,
and living an excitement.

Reliance Communications is a fascinating outcome of this powerful conviction. It is a

major initiative to translate his inspiring dream into reality.
Reliance Communications will offer a complete range of telecom services, covering
mobile and fixed line telephony including broadband, national and international long
distance services, data services and a wide range of value added services and applications
that will enhance productivity of enterprise and individuals.

Reliance India Mobile, the first of Reliance Communications initiatives was launched on
December 28, 2002, the 70th birthday of the Reliance group founder, Shri. D. H. Ambani.

This marks the beginning of Reliance's dream of ushering in a digital revolution in India
by becoming a major catalyst in improving quality of life and changing the face of India.
It aims to achieve this by putting the power of information and communication in the
hands of the people of India at affordable costs. Reliance Communications will extend its
efforts beyond the traditional value chain to develop and deploy telecom solutions for
India's farmers, businesses, hospitals, government and public sector organizations.

Reliance Communications is the outcome of late Dhirubhai Ambani’s dream of bringing

about a digital revolution in India that will bring to every Indian’s doorstep an affordable
means of information and communication.

Reliance Communications network is a high-capacity, integrated (wireless and wire line),

and convergent (voice, data and video) digital network. The network is designed to offer
services that span the entire Communications value chain - infrastructure, services, both
for enterprises and individuals, applications, and consulting. The network is designed to
deliver services and applications that will change the way we Indians live. It will
harbinger a New India.

Reliance Communications will extend its efforts beyond the traditional value chain to
develop and deploy telecom solutions for India's farmers, businesses, hospitals,
government and public sector organizations.

BOARD OF DIRECTORS

• Shri Anil D. Ambani - Chairman

• Prof. J Ramachandran

• Shri S.P. Talwar

• Shri Deepak Shourie

RELIANCE COMMUNICATIONS SERVICES

Reliance Communications will offer revolutionary, data, video and value-added services
at a cost affordable by all, in the largest and most complex rollout in the history of the
information technology and communication sector worldwide.

Reliance Communications is ready to start services in three concrete phases:

First, with a mobile revolution, in the form of the Reliance India Mobile service through
a nationwide wireless network that will reach out to 90% of India's population and
eventually to every Indian. This revolution will enable every individual talk, learn, shop,
bank, transact, entertain and be informed, while on the move.

Second, in mid 2003, with an Enterprise Netway Revolution by providing 100 mbps
Ethernet links to every desktop and device to half a million enterprise buildings initially
and eventually to 10 million buildings. This revolution will empower every enterprise by
making transactions efficient, functions seamless and new economic opportunities
abundant.

Third, in end 2003, with a Consumer Convergence Revolution by providing high speed
Ethernet links to 80 million homes initially and eventually to every home. This revolution
will enlighten every home with an entire range of television channels, high-speed
telephony, audio conferencing, videoconferencing and video on demand.
RELIANCE INDIAMOBILE SERVICES

Reliance IndiaMobile service will revolutionaries the consumer mobile experience by

offering a host of applications on the mobile phone such as enhanced messaging in Indian
languages, email access, Internet surfing, access to real time political, financial and sports
news, games and video streaming. This will enable users to send text messages in Indian
languages, access their email and other Internet accounts, surf the net at speeds of up to
144 kbps, be the first to get breaking news, view and listen to scenes from the latest
movies and experience many other exciting applications.

The Reliance IndiaMobile service will be available only on CDMA 2000 1X handsets
specially imported by Reliance. These are light, sleek, Java enabled, multi-media ready
phones with polyphonic sound and with features like 3-way conferencing, call
forwarding, in-built phonebook memory, special lifestyle features such as organizers,
calendars, world clock and lithium ion battery for long talk time. Premium handsets have
a colour screen and PC synchronization support. All handsets and in-box accessories will
be home delivered free of cost, have a 12-month warranty and are covered by insurance,
absolutely free, for a period of 3 years.

The Reliance IndiaMobile service will offer an incredible value proposition to users with
abundant minutes for a limited spend, long distance calls to any phone in the country at
low rates, a pan- India presence, superior voice quality and data capabilities, state-of-the-
art handsets, 24 hour high speed Internet access and a host of unique applications.

There will be three schemes on offer. The 'Dhirubhai Ambani Pioneer Offer' provides
the best value proposition. This is being offered in memory of our beloved Chairman.
PRODUCTS

Reliance Communications offers a complete range of telecom services covering mobile

and fixed line telephony including broadband, national and international long distance
services, data services and a wide range of value added services and applications aimed at
enhancing productivity of enterprises and individuals.
Reliance IndiaMobile, the first of Communication’s initiatives was launched on
December 28, 2002.

This marks the beginning of Reliance's dream of ushering in a digital revolution in India
by becoming a major catalyst in improving quality of life and changing the face of India.
It aims to achieve this by putting the power of information and communication in the
hands of the people of India at affordable costs.
Reliance Communications will extend its efforts beyond the traditional value chain to
develop and deploy telecom solutions for India's farmers, businesses, hospitals,
government and public sector organizations.
 ANCILLARY BUSINESS

THE RELIANCE GROUP

The Reliance Group founded by Dhirubhai H. Ambani (1932-2002) is India's largest

business house with total revenues of over Rs.99, 000 crore (US $ 22.6 billion), cash
profit of Rs. 12,500 crore (US$ 2.8 billion), net profit of Rs. 6,200 crore (US $ 1.4
billion) and exports of Rs. 15,900 crore (US$ 3.6 billion).

The Group's activities span exploration and production (E&P) of oil and gas, refining and
marketing, petrochemicals (polyester, polymers, and intermediates), textiles, financial
services and insurance, power, telecom and Infocomm initiatives. The Group exports its
products to more than 100 countries the world over.

RELIANCE has its name in the GLOBAL Fortune 500 list. This achievement is even
more significant due to the fact, that the entire growth was achieved in an organic manner
and in a span of just 25 years.

This is the truly rags-to-riches story of a man who proved that entrepreneurs are not born,
but entrepreneurs are created. This is the story of a man who rose from obscurity to
create corporate history. This is the story of Dhirajlal Hirachand Ambani (fondly called
Dhirubhai), born to Jamunaben and Hirachand Govardhandas Ambani, a lowly paid
schoolteacher, in 1932, in Chorwad, a village in Saurashtra region of Gujarat.

Dhirubhai Ambani was undoubtedly the greatest businessman ever produced by India in
several respects. His achievements are not based on hard work done by his father and
forefathers. He was a self-made man who had not attended even an ordinary college, but
could teach a lesson or two in management to any professor at Harvard of Stanford.
Rightly voted as the 'Indian Businessman of the Century' by several surveys and polls,
this man unlike other great industrialists of the country, rose to this dizzying height from
scratch.
Shri Dhirubhai Ambani was not just firmly rooted in traditional Indian values, but was
also the quintessentially modern man, the man of the new millennium. This was clearly
reflected in his passion for mega-sized projects, the most advanced technology and the
highest level of productivity. This corporate philosophy he followed was short, simple
and succinct-"Think big. Think differently. Think fast. Think ahead. Aim for the best".
He inspired the Reliance team to do better than the best -not only in India but in the
world.

He was probably the first Indian businessman to recognize the strategic significance of
investors and discover the vast untapped potential of the capital markets and channels it
for the growth and development of industry. He was supremely confident that finance
would never be a constraint in executing his projects because, as he said proudly, Indian
investors would provide him with the necessary resources.

The year 1977 was definitely a turning point in the history of Reliance Industries Limited
when the company went public. Dhirubhai succeeded in mobilizing 58,000 investors.
The marathon task was achieved despite the warning of the merchant bankers to the
people to keep off the issue. Several of these investors were investing in shares for the
first time the march continues as Dhirubhai successfully introduced convertible
debentures and mobilized another Rs. 400 crore.

Just before his death this July, Dhirubhai created India's only private sector 'Fortune 500'
company by merging RIL and RPL. His involvement in the affairs of the company
gradually eased after the first stroke that he suffered in 1986.

It was then that his sons, Mukesh Ambani (45) and Anil Ambani (43) began to rise out of
the shadows of their illustrious father. It goes to the credit of the two brothers that they
have carried on well for the last 10 years under the guidance and supervision of
Dhirubhai. Both the sons are in the mould of their father and despite their elite education,
the duo regard their father as the biggest training ground and a role model for them.
Reliance group of companies

 Reliance Industries Limited

 Reliance Capital Limited
 Reliance Industrial Infrastructure Limited
 Reliance Energy Limited
 Reliance Natural Resource Limited
 Reliance Communications Limited
 Reliance Life Insurance Co. Ltd.
 Reliance General Insurance Co. Ltd.

Dhirubhai was a man with an earthy vocabulary, possessing no airs of a management

genius or a great business tycoon. He attributed his success to being a step ahead of the
main competition, looking ahead and scoring a bull's eye with most of the bold steps and
decisions that he took.

Truly, men like Shri Dhirubhai Ambani are rare. They come gifted with the power and
the vision to change the destiny of nations, to alter the course of corporate history. They
are the empire builders, the stuff that legends are made of. The legend called Shri
Dhirubhai Ambani will never die. His spirit will live on forever.
 ANCILLARY BUSINESS

THE RELIANCE GROUP

The Reliance Group founded by Dhirubhai H. Ambani (1932-2002) is India's largest

business house with total revenues of over Rs.99, 000 crore (US $ 22.6 billion), cash
profit of Rs. 12,500 crore (US$ 2.8 billion), net profit of Rs. 6,200 crore (US $ 1.4
billion) and exports of Rs. 15,900 crore (US$ 3.6 billion).

The Group's activities span exploration and production (E&P) of oil and gas, refining and
marketing, petrochemicals (polyester, polymers, and intermediates), textiles, financial
services and insurance, power, telecom and Infocomm initiatives. The Group exports its
products to more than 100 countries the world over.

RELIANCE has its name in the GLOBAL Fortune 500 list. This achievement is even
more significant due to the fact, that the entire growth was achieved in an organic manner
and in a span of just 25 years.

This is the truly rags-to-riches story of a man who proved that entrepreneurs are not born,
but entrepreneurs are created. This is the story of a man who rose from obscurity to
create corporate history. This is the story of Dhirajlal Hirachand Ambani (fondly called
Dhirubhai), born to Jamunaben and Hirachand Govardhandas Ambani, a lowly paid
schoolteacher, in 1932, in Chorwad, a village in Saurashtra region of Gujarat.

Dhirubhai Ambani was undoubtedly the greatest businessman ever produced by India in
several respects. His achievements are not based on hard work done by his father and
forefathers. He was a self-made man who had not attended even an ordinary college, but
could teach a lesson or two in management to any professor at Harvard of Stanford.
Rightly voted as the 'Indian Businessman of the Century' by several surveys and polls,
this man unlike other great industrialists of the country, rose to this dizzying height from
scratch.

Shri Dhirubhai Ambani was not just firmly rooted in traditional Indian values, but was
also the quintessentially modern man, the man of the new millennium. This was clearly
reflected in his passion for mega-sized projects, the most advanced technology and the
highest level of productivity. This corporate philosophy he followed was short, simple
and succinct-"Think big. Think differently. Think fast. Think ahead. Aim for the best".
He inspired the Reliance team to do better than the best -not only in India but in the
world.

He was probably the first Indian businessman to recognize the strategic significance of
investors and discover the vast untapped potential of the capital markets and channels it
for the growth and development of industry. He was supremely confident that finance
would never be a constraint in executing his projects because, as he said proudly, Indian
investors would provide him with the necessary resources.

The year 1977 was definitely a turning point in the history of Reliance Industries Limited
when the company went public. Dhirubhai succeeded in mobilizing 58,000 investors.
The marathon task was achieved despite the warning of the merchant bankers to the
people to keep off the issue. Several of these investors were investing in shares for the
first time the march continues as Dhirubhai successfully introduced convertible
debentures and mobilized another Rs. 400 crore.

Just before his death this July, Dhirubhai created India's only private sector 'Fortune 500'
company by merging RIL and RPL. His involvement in the affairs of the company
gradually eased after the first stroke that he suffered in 1986.

It was then that his sons, Mukesh Ambani (45) and Anil Ambani (43) began to rise out of
the shadows of their illustrious father. It goes to the credit of the two brothers that they
have carried on well for the last 10 years under the guidance and supervision of
Dhirubhai. Both the sons are in the mould of their father and despite their elite education,
the duo regard their father as the biggest training ground and a role model for them.

Reliance group of companies

 Reliance Industries Limited

 Reliance Capital Limited
 Reliance Industrial Infrastructure Limited
 Reliance Energy Limited
 Reliance Natural Resource Limited
 Reliance Communications Limited
 Reliance Life Insurance Co. Ltd.
 Reliance General Insurance Co. Ltd.

Dhirubhai was a man with an earthy vocabulary, possessing no airs of a management

genius or a great business tycoon. He attributed his success to being a step ahead of the
main competition, looking ahead and scoring a bull's eye with most of the bold steps and
decisions that he took.

Truly, men like Shri Dhirubhai Ambani are rare. They come gifted with the power and
the vision to change the destiny of nations, to alter the course of corporate history. They
are the empire builders, the stuff that legends are made of. The legend called Shri
Dhirubhai Ambani will never die. His spirit will live on forever.
 THE PROMOTERS

ANIL D. AMBANI

MANTRA- ‘WE ENRICH LIFE BY EMPOWERING PEOPLE’

Mr. Anil D. Ambani, 46, is the Chairman of Reliance Communications Ventures Ltd.,
Reliance Capital Ltd. and Chairman & Managing Director of Reliance Energy Ltd. Till
recently he also held the position of the Vice Chairman and Managing Director of
Reliance Industries Limited.

The Reliance group is India's largest business house, founded by late Shri Dhirubhai H.
Ambani (1932-2002).

Mr. Ambani is a Bachelor of Science from the University of Bombay and an MBA from
The Wharton School, University of Pennsylvania, USA.

He joined Reliance in 1983 as Co-Chief Executive Officer. He has to his credit many
financial innovations in the Indian capital markets and has pioneered India's first forays
into the overseas capital markets with international public offerings of global depository
receipts, convertibles and bonds. He has directed Reliance in its efforts to raise, since
1991, around US$2 billion from overseas financial markets; with the 100-year Yankee
bond issue in January 1997 being the high point of his endeavors. He has steered the
Reliance Group to its current status as India's leading textiles, petroleum, petrochemicals,
power and telecom player. He is a Member of the Wharton Board of Overseers, The
Wharton School, USA.
On 28th May 2006 he became the chairman of Reliance Communications.

Reliance Communications formed by demerger and vesting of the telecommunication

undertaking of Reliance Industries Limited. RCOM is India’s largest integrated
communication service provider in the private sector with over 29 million individual
consumer; enterprise and career customers have at September 30th 2006. It has pan-India
operation and provides wireless, wire line and long distance, voice data and internet
services and submarine cable network infrastructure globally.

His Vision is that Reliance Communications envisions a digital revolution that will bring
about a New Way of Life. A Digital Way of Life, For a New India. With mobile devices,
net ways and broadband systems linked to powerful digital networks, Reliance
Communications will usher fundamental changes in the social and economic landscape of
India. Reliance Communications will help men and women connect and communicate
with each other. It will enable citizens to reach out to their work place, home and
interests, while on the move. It will enable people to work, shop, educate and entertain
themselves round the clock, both in the virtual world and in the physical world. It will
make available television programmes, movies and news capsules on demand. It will
unfurl new simulated virtual worlds with exhilarating experiences behind the screens of
computers and televisions. Users of Reliance Communications full range of services
would no longer need audiotapes and CDs to listen to music. Videotapes and DVDs
would not be necessary to see movies. Books and CD ROMs would not be needed to get
age educated. Newspapers and magazines would not be required to keep abreast of
events. Vehicles and wallets will become unnecessary for shopping.

Reliance Communications will disseminate to communicate at a low cost. "Make a

telephone call cheaper than a post card". These prophetic words of Dhirubhai Ambani
will be a metaphor of profound significance for Reliance Communication. Reliance
Communications will regularly unfold new applications. Continually adapt new digital
technologies. Create new customer experiences. Constantly strive to be ahead of the
world. Reliance Communications will transform thousands of villages and hundreds of
towns and cities across the country. Above all, Reliance Communications will pave the
way to make India a global leader in the knowledge.

EDUCATION
Bachelor of Science, University of Bombay
MBA from The Wharton School, University of Pennsylvania, USA

CAREER
Joined Reliance in 1983, as co-Chief Executive Officer. Has to his credit many financial
innovations in the Indian capital markets.

Pioneered India's first forays into overseas capital markets with international public
offerings of global depository receipts, convertibles and bonds.

Directed Reliance in its efforts to raise, since 1991, around US$ 2 billion from overseas
financial markets; with the 100-year Yankee bond issue in January 1997 being the high
point of his endeavors.

With an investment of over Rs 36,000 crore (US$ 9 billion) in petroleum refining,

petrochemicals, power generation, telecommunication services and a port terminal, in a
three-year time frame, he has steered the Reliance Group to its current status as India's
leading textiles-petroleum-petrochemicals-power-infocom-telecom player.
MEMBER

 Wharton Board of Overseers, The Wharton School, USA

 Central Advisory Committee, Central Electricity Regulatory Commission.
 Board of Governors, Indian Institute of Management, Ahmedabad.
 Board of Governors of Indian Institute of Technology, Kanpur.

ACHIEVEMENTS

 Adjudged as the CEO of the Year at the prestigious Platts Global Energy
Awards for 2004.

 Voted as India's Most Admired Chief Executive for the year 2004, for the
sixth year in succession, in the Business Barons (India's leading business
magazine) - Taylor Nelson Sofres - Mode Survey; and ranked at the top in 3 out
of 4 qualities: leadership, integrity and vision.

 Ranked No.1 for the second consecutive year in The Power List 2004,
published by India Today, March 2004.

 Voted 'MTV Youth Icon of the Year' in September 2003.

 Conferred 'The Entrepreneur of the Decade Award' by the Bombay

Management Association in 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 in December 2001.
  Named amongst 'The Power 50 - India's 50 most powerful decision-makers in
Politics, Business & Finance' by Business Barons in August 1999.

 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 in June 1999.

 Leading business magazine Business Barons included him in its list of 'India's 25
Most Influential Business and Financial Leaders' in June 1998.

 Conferred the 'Businessman of the Year 1997' award by India's leading business
magazine Business India in December 1997.

BUSINESS ADDRESS

Reliance Communications Limited, I Block, 2nd Floor, Dhirubhai Ambani Knowledge

City, Navi Mumbai - 400710, India.

Telephone: +91 22 3037 5522, +91 22 3037 5534

Fax: +91 22 3037 5577

 “SALES PATTERN
OF
CLASSIC HANDSETS”
 OBJECTIVE OF THE STUDY

TO CHECK THE SALES PATTERN OF ‘CLASSIC’ B\W

AND COLOUR HANDSETS AND THEIR AVAILABILITY
WITH THE RETAILERS AFTER THE LAUNCH OF
CLASSIC DHAMAKA SCHEME.

• The study was conducted to see the sales pattern of Classic

Color and B/W handsets.
• To see the satisfaction level of retailers regarding the stock
availability of Classic handsets.
• Retailer’s satisfaction level regarding margins, which are
there on these Classic handsets.
• To find out whether Retailers get information regarding
Schemes, which are meant for them.
• To check which other handsets do customers prefer?
• To check whether customer believes that Reliance handsets
offer value for money?
 RESEARCH METHODOLOGY

RESEARCH DESIGN: -

• EXPLORATORY RESEARCH

SAMPLE SURVEYED: -

• LUCKNOW AND SPOKE TOWNS

• KANPUR AND SPOKE TOWNS
• GORAKHPUR AND SPOKE TOWNS

SAMPLE SIZE: -

• 50 RESPONDENTS PER TOWN

SAMPLING TECHNIQUE: -

• JUDGEMENTAL SAMPLING

DATA TYPE: -

• PRIMARY DATA

DATA COLLECTION METHOD: -

• STRUCTURED QUESTIONNAIRE METHOD

 ANALYSIS
.

1. TOTAL SALES OF CLASSIC HANDSETS

No.of Ha ndse ts Sold since the la unch OF Cla ssic Dha m a ka

B/W 12805
Color 4707

The pie chart shown above clearly denotes the sales of the Classic handsets after the
launch of CDS (Classic Dhamaka Scheme) since its launch on May 1, 2007. The chart
clearly states that the sales of Classic B\W handsets are 73% (12805) and that of Classic
color handsets are 27% (4707). These figures clearly denotes the fact that launch of the
classic handsets have brought positive surge in the business of retailers, and the launch of
CDS has helped Reliance Communications in floating these handsets in the market
through retailers. For Reliance these figures are encouraging one.
 2. AVAILABILITY OF HANDSETS WITH RETAILERS

Availability of Handsets Numbers

B\W 5890
COLOR 3378

The pie chart represents the availability of the Classic B\W and Color handsets; out of the
survey conducted it was revealed that total availability of the stock with the retailers is
64% (5890) for B\W handsets and 36% (3378) for Color handsets. Figures denote that the
availability of the stock is less hence measures are required to be taken so as to improve
the situation.
 3. RETAILERS SATISFACTION ON THE AVERAGE STOCK
AVAILABILITY

SATISFACTION WITH STOCK NUMBERS

Very Satisfied 46
Satisfied 105
Neutral 44
Dissatisfied 46
Very Dissatisfied 15

It can be well deduced from the graph that satisfaction level among the retailers regarding
the availability of the stock is good, as 41% (105) retailers are satisfied and 18% (46)
retailers are very satisfied with the availability of the stock, these are the encouraging
figures for Reliance Communication, as nearly 60% of the retailers are satisfied with the
stock availability, but against this we can also see that nearly 25% of the retailers are also
dissatisfied with the availability of the stock, the pie-chart shows that nearly 18% (46)
retailers are dissatisfied and 6% (15) retailers are very dissatisfied with the stock
availability.
 4. AWARENESS REGARDING AVAILABLE SCHEMES AND
PRODUCTS

Out of the survey conducted it was found that 94% (224) retailers were getting
knowledge regarding the schemes and products that are offered by Reliance
Communication, and a very less number of retailers are not satisfied with the information
that is being provided to them and that number amounts to only 6% (15) retailers, there
can be many reason for dissatisfaction among the retailers, but the main cause was that
these retailers are not in proper contact with Reliance Communications.
 5. SATISFACTION LEVEL REGARDING CLASSIC DHAMAKA
SCHEME

Regarding the knowledge of CDS nearly 70% of the retailers are well satisfied with it;
where as only 12% of the retailers are dissatisfied with the information provided. As they
complained that they didn’t get any information regarding CDS and are not aware of the
scheme.
 6. FEEDBACK REGARDING RETAILER’S MARGIN

SATISFACTION LEVEL NUMBERS

VERY SATISFIED 27
SATISFIED 118
NEUTRAL 71
DISSATISFIED 41
VERY DISSATISFIED 7

The bar-graph shown above denotes the level of satisfaction among the retailers
regarding the margins available on the products, here it is clearly visible that nearly 45%
(118) retailers are well satisfied with the margins which are there on the products, and
nearly 11% (27) of the retailers are very satisfied with the same. Dissatisfaction among
the retailers regarding the margins is also there as 16% (41) retailers are dissatisfied with
the margins there on the product.

Above bar-graph also shows that nearly 28% (71) retailers are neither satisfied nor
dissatisfied with the margins there on the product, the main reason for this fact is that
these retailers are not keeping enough stock as we have seen in analysis no.3 that there
are nearly 26% retailers who are not satisfied with the availability of the stocks of classic
handsets

7. RETAILER’S RECOMMENDATION FOR CLASSIC HANDSETS

Always 33%

RETAILER’S RECOMMENDATION NUMBERS OF RECOMMENDATIONS

ALWAYS 87
OCCASIONALLY 101
SOMETIMES 50
RARELY 17
NEVER 7

The Pie-chart shown above depicts that 39% (101) of the retailers are occasionally
recommending Classic handsets to the customers and 33% (50) retailers are always
recommending Classic handsets to the customers, this shows that nearly 73% of the
retailers are recommending Classic handsets and that is boosting up the sales of the
classic handset, the driving force behind this is CLASSIC DHAMAKA SCHEME, hence
we can associate the sales of Classic handsets with the launch of CLASSIC DHAMAKA
SCHEME.

8. CUSTOMER’S CURIOUSNESS ABOUT RELIANCE HANDSETS.

CUSTOMER’S DEMAND FOR RELIANCE NUMBERS

HANDSETS
VERY FREQUENTLY 85
FREQUENTLY 121
NEUTRAL 49
LESS FREQUENTLY 6
NEVER 2

This pie-chart denotes the curiousness of the customers regarding the Classic handsets
which are provided by Reliance, according to the retailers surveyed nearly 80% of the
customers enquire about the Reliance Classic handset; these are very encouraging figures
and these figures shows that Reliance is able to cater to the need of it’s target customers,
as the handsets offered by Reliance are of low cost and are having added features like FM
also. So we can draw conclusion from the above shown pie-chart that the demands of
these handsets are increasing.

9. SOURCE OF INFORMATION

SOURCE OF INFORMATION NUMBERS

PRINT MEDIA 140
HOARDINGS\OUTDOORS 72
FAMILY OR FRIEND 15
ROAD SHOWS 13
IVR 9
SMS 13
The most effective medium for the promotion of Classic handsets for the areas in which
we have conducted the survey is Print Media, as we can clearly see that 53% (140) of the
retailers said that customer enquired about the Classic handset when they see
advertisement in the local dailies, following which is Outdoor marketing Strategies which
includes Hoardings, Kiosks, Gantry, BQS etc these strategies account for 28% awareness
that has been raised by them about the Classic handsets. Other than these there is
significant contribution of each and every medium that has been used by Reliance, we
can see that word-of-mouth referrals accounts for 6% awareness, Road shows & SMS
both account for 5% of the awareness regarding Classic handsets, Interactive Voice
Response (IVR) also accounts for 3% of the awareness among the probable customers of
reliance.

10. MOST POPULAR CLASSIC HANDSET AMONG THE

CUSTOMERS

MODEL NUMBER QUANTITY

CLASSIC 231 130
CLASSIC 632 124
CLASSIC 361 30
CLASSIC 761 8

This Pie-chart shows that Classic 231, 632 accounts for 87% of the demand, Classic 231
is the undisputed winner followed by Classic 632, the rest 13% is shared by Classic 361,
761 series. From this we can easily conclude that Classic 231, 632 are the most preferred
handsets as they have low price and they are targeting the customers who are in income
group of Below-Rs 5000 as well as income group of Rs. 5000-10,000.

11. AGE GROUP OF CUSTOMERS

AGE GROUP NUMBERS

15-20 13
20-25 120
25-30 81
30-45 27
Above 45 1
The Pie-Chart shows that the maximum numbers of people from the age group of 20-25
year are buying Reliance Classic handsets, and this age -group accounts for 46% of the
customers, followed by age-group 25-30 which accounts for 31% of the customers. The
age-group of 15-20 and 30-45 year also accounts for 12% and 11% respectively.

12. PURPOSE OF PURCHASE

The above chart clearly denotes that mostly people buy handsets for their personal use,
figures denotes that 77% of the customers buy the handset for the same, whereas 8%
customers buy it for their assistants, 7% of the customers buy handsets so as to gift it to
some one, 6% customers buy it as a second phone for their family members.

13. CUSTOMERS OTHER ALTERNATIVES

Does customer compare reliance handsets with the competitors?

When this question was asked from the retailers it was found that 85% of the customer
compares Reliance handsets with the competitors, where as 15% customer doesn’t do the
same.
When asked ‘With which handsets customer compare Reliance handsets?’ we got the
following response, which is represented, through a pie chart shown below.

This pie-chart clearly shows that customers preferred alternative is Nokia GSM (47%)
followed by LG handsets (35%), some other players also have their share in that such as
Motorola (10%), Sony Ericcson (7%) and Samsung (1%).
14. FEATURES THAT CUSTOMERS PREFER IN CLASSIC
HANDSETS
 FEATURES OF THE HANDSETS

The Bar-graph shown above clearly denotes that customers prefer speaker phone in
Classic handsets which are being offered by Reliance Communication figures shows that
nearly 50% of the customer want this feature in their handsets, followed by feature of FM
which accounts for nearly 20% preference, color screen which accounts for nearly 15%
and only 10% of the customers prefer the feature of phone book.

15. OVERALL PERCEPTION ABOUT CLASSIC HANDSETS

 CLASSIC HANDSETS GIVE VALUE FOR MONEY NUMBERS
VERY SATISFIED 13
SATISFIED 137
NEUTRAL 87
DISSATISFIED 20
VERY DISSATISFIED 6

The overall perception of classic handsets can be seen from the above pie-chart, the chart
shows that 52% of the customers are well satisfied with the Classic handsets, i.e.
customers do believe that classic handsets are giving them ‘value for money’, be it B\W
or Color handsets, according to retailers there are 1/3rd customers who are neither
satisfied nor dissatisfied with the classic handsets. There is very less dissatisfaction
among the customers regarding the Classic handsets and that is clearly visible in the pie
chart.

MAJOR FINDINGS
 The CDS launched by Reliance Communication was for promoting Classic
handsets through Retailers, as they are the main persons who are in direct contact
with the customers.
 After the launch of CDS, though Reliance was getting good response, but the
inadequate availability of the handsets with retailers is affecting the sales.

 Retailers admitted that for time being they have stocks for Classic handsets, but
they don’t have stocks of some of the handsets that are in demand, for e.g.
Retailers were complaining about the stock availability of Classic 231 and Classic
632 as these handsets are more in demand, but for average stock availability they
are satisfied.

 The communication between retailers and reliance is effective and it is improving

as reliance is offering its monthly booklet which contains information regarding
its schemes and products but it often happens that the retailers of reliance in spoke
towns doesn’t get viable information as they are not regularly visited by company
representative.

 Most of the retailers are satisfied with margins available on reliance classic
handsets.

 The retailers are recommending the Classic handsets because, CDS scheme is
mainly for retailers, and for this reason they are motivated to recommend the
Classic handsets to customers.

 Classic handsets since launch are targeting people who are in income group of
Rs 5000-15000 and people are inquiring about these handsets because of its low
price and reliability.

 The most effective medium, which promotes the sales of Classic handsets, is Print
Media and outdoor marketing activities, as most of the retailers said that after
seeing the advertisement through these mediums people started enquiring about
these handsets.

 According to retailers, Classic 231 and Classic 632 are most popular handsets;
main reason for their popularity is their low price and reliability.

 Mostly people from the age group of 20-25 are using these handsets, as this is the
group, which consists of persons whose income is less than 1 lac. Per annum. For
this group Classic handsets are best.

 Customers mostly compare Reliance handsets with Nokia and LG brand.

 Customer prefers reliance handsets because they believe what they have invested
in is worth, and features of handsets are much more than expected.
 Retailers commented that nearly 50% of the customers were satisfied with the
classic handsets that are provided by Reliance communication.

 Rest half of the customers of Reliance Communication were expecting more

features in the Classic handsets offered by reliance as retailers were reporting that
customers are not satisfied with the features of the handsets.

RECOMMENDATIONS
 The Colour handsets of ‘Classis’ are not having many sales, so the company
should offer some attractive schemes on these, like providing lifetime validity
and top-up of some amount on monthly basis for the duration of 3 months.
 Retailers should be provided adequate stock of colour handsets and company’s
sales executive should visit them on regular basis so as to keep the track of the
stock available with them.
 Product booklets should be provided to retailers, which must contain all the
information regarding schemes and product offered by the company.
 Company should target the rural customers as Classic handsets are having low
price, so they can be easily afforded by them, this would also help the
company in increasing its customer base as Rural market is still untapped.
 Repetition in promotion & advertising starts to create a "presence" in the
marketplace and in ‘prospects’ minds. That presence leads to a feeling of
familiarity with company’s products and services. Familiarity breeds
confidence, and that confidence breeds sales.
 Company in future can also launch similar schemes to attract the retailers and
that would definitely boost the sales of these handsets, as retailers are the main
persons who are in direct contact with customers and if they are going to
recommend these handsets so a customer would buy them without any hassle.
 ‘TOP
OF
MIND’
AWARENESS
 'Top of Mind' Awareness
No matter what your line of business, your customer has changed.

Here's what we know about today's consumers.

• They're skeptical. Dishonesty has become part of every industry. Consumers

don't know how to find somebody they can trust.
• They're cautious. They don't want to make a commitment until they see the
whole picture. Gather all the facts. Think through their decision.
• They're tired of selling and sales pressure. From phone sales to junk mail,
consumers are fed up.
• They're busy. So busy, in fact, that they often don't take time to solve a problem
until it becomes a priority. Or until somebody offers them a quick and easy
solution.
• They're confused. Never before consumers have had so many choices. And when
they think about solving a problem, they don't know what to do - where to look -
or whom to believe.

Today's consumers go to great lengths to arm themselves with information. They think
the more information they have about a product or service, the better the decision they'll
make.
 What is 'Top of Mind' Awareness?

Not to bore you with statistics, but here is something you should factor into your
marketing strategy. When consumers begin planning a major purchase, when would
you guess they finally sign on the dotted line?

Here's the numbers according to Chilton research:

• 15% - Bought within the first three months.

• 24% - Bought within four to six months.
• 34% - Bought within seven to twelve months.
• 27% - Bought more than twelve months later.

Could it be one of the reasons things don't always work out when you expect?

'Top of mind' awareness is all about owning the space that your product or service
occupies between your prospects ears that way, when they're ready to buy they
think of you first.

There's nothing worse than creating an appetite for what you have and then having your
prospect go somewhere else to eat. It won't happen to you if you plan (and execute)
properly.
 How to Maintain 'Top of Mind' Awareness

Today's buyer uses an information oriented decision process. That's where they:

• Gather information
• Review alternatives
• Choose one alternative
• Evaluate the decision after the fact.

Today's successful business professional uses this approach: "Get in at the beginning of
the process, when the consumer is gathering facts relating to her/his problem or
need . . . AND STAY THERE!

The best way to do that, once you've identified your best prospects, is to stay in touch,
through the advertisements, phone calls, E-mails etc.

Consistently, your goal must be to create an awareness of who you are and what you
offer. So, when your prospect finally decides to buy, s/he immediately thinks of you.

Educate your prospect. In an unthreatening manner and environment, all the time, you're
creating ownership of your product or service in your prospects mind.
 Identifying Your Best Prospects

Your best prospects are always:

• your present best customers, and

• Other people that look like them.

You can - or should be able to - identify your best customers. Once you've identified your
most profitable customers, use their demographic profile to find more people that look
like them
 Creating Top-Of-Mind-Awareness

You've probably heard this phrase. TOMA simply means being at the forefront in
prospects' minds when they think of the type of goods or services you have to offer. The
objective being, getting them to think of you first and foremost when they're ready to
buy.

According to Sales and Marketing Management, the average U.S. sale in 1993 took 12
impressions to close

That's 12 individual incidents of calling, mailing, visiting or being seen in advertisements

by prospects before they're ready to do business with you.

Now that datum is over a decade old, but probably hasn't changed much, if at all (except
perhaps the number has risen!).

By correctly positioning your product or service, you help create TOMA. Also –
important – it takes systematic, compelling communications with your targeted prospects,
even if brief, to help lodge you and/or your message in their minds.

Depending on the type of business you have, these communications could be a mix of
phone calls, personal interviews, advertisements, emails, letters, postcards, etc.

Repetition in your promotion & advertising starts to create a "presence" in the

marketplace and in your prospects' minds. That presence leads to a feeling of
familiarity with you, your products or services. Familiarity breeds confidence, and
that confidence breeds sales. On the other hand, out of sight equals out of mind. This is
why you have to keep communicating through one means or another.

Even if you have a hot mailing list, you can't just hit it one or two times and expect
miracles. This is a common failing of many business owners. They send out one or two
mailings and wonder why their phone isn't ringing off the hook. (Of course if the mailing
list is bad, the mailing piece itself is bad, the timing is off, or there is no compelling
reason for people to pick up the phone and call NOW, then you for sure won't get many
phone calls!)

You need a consistent program of mailings and advertising. There are some people
who have to hear or see your message 15-20 times before they will act. That's what it
takes for your message to get through and STICK with folks like this. Sad, but true.

And prospects have varying lag times. We know of MANY instances where a prospect
called or walked into a business months after they received a promotional piece
from that business.
Also, they may simply not have been in the mood for what you are offering the first few
times they heard or read your message. Consumers typically buy when they perceive a
need or there's something they want.

So remember this: With consecutive, compelling messages you can create a relationship
in the minds of prospects between them and your product or service. Then when they're
ready to buy, who are they most likely to think of? You…
 OBJECTIVE OF THE STUDY

TO CHECK THE AWARENESS OF RELIANCE

COMMUNICATION AS A BRAND IN THE DIFFERENT
MODES OF ADVERTISEMENTS

• To know what is the awareness of Reliance in Lucknow

region.

• What are the factors that are contributing to this awareness?

• To find out the most effective medium of the advertisement.

 RESEARCH METHODOLOGY

RESEARCH DESIGN: -

• EXPLORATORY RESEARCH

SAMPLE SURVEYED: -

• LUCKNOW AND SPOKE TOWNS

SAMPLE SIZE: -

• 204 RESPONDENTS

SAMPLING TECHNIQUE: -

• RANDOM SAMPLING

DATA TYPE: -

• PRIMARY DATA

DATA COLLECTION METHOD: -

• STRUCTURED QUESTIONNAIRE METHOD BASED ON

INTERVIEWING TECHNIQUE
 ANALYSIS

1. PERSONS SUBSCRIBING TO A MOBILE PHONE

PERSONS SUBSCRIBING TO A MOBILE

PHONE

NO
2%

YES
98%

FIGURE 1

The above pie chart denotes that out of total people surveyed 98% of the people were
subscribing to the services of mobile phone, whereas only 2% of the people were
there who were not subscribing to the services of any operator. This clearly denotes
that telecom industry is booming at an enormous rate.
 2. BRAND PREFERENCE

BRAND PREFERENCE

TATA Airtel
4% 12%
Reliance
21%

BSNL
32%
Idea
11%
Hutch
20%

FIGURE 2

This pie chart clearly denotes that BSNL is the brand which is mostly preferred by the
people, it accounts to 32% of the total market share, Reliance accounts for 21% of the
market share, Hutch accounts for 20% of the market share, which is followed by Airtel,
Idea and TATA these operators account for 12%, 11% and 4% of the total market share
respectively. The fact, which can be deduced from this chart, is that out of total operators,
CDMA service is also having considerable share in the market, which is nearly 1/4th of
the total market.
 3. AGE GROUP OF THE SUBSCRIBERS

AGE-GROUP OF CUSTOMERS

20-25 year
42%

25-30 year
15-20year
24%
12%

>45 year
30-45 year
5%
17%

FIGURE 3

The pie chart shown above states that there are mainly persons from the age group of 20-
25 year that subscribes mainly to the services of the mobile phone, this segment accounts
for 42% of the total subscribers, then it can be seen that 24% of the total subscribers are
from the age group of 25-30 year. A nominal 17% and 12% of the total subscribers are
from the age group of 15-20 year and 30-45 year respectively, only 5% of the total
subscribers are from the age group of > 45 year.
 4. INCOME GROUP OF THE SUBSCRIBERS

INCOME GROUP OF SUBSCRIBER

Rs 15000-
20000 Rs 20000-
Rs 10000-
10% 25000
15000
18%
19%

Rs 5000-10000
53%

FIGURE 4

Out of the total people surveyed it was found that more than half of the people i.e. 53%
are from the income group of Rs5000-10000, and nearly 1/5th of the subscribers are from
the income group of Rs10000-15000 and Rs20000-25000. Only 1/10th or 10% of the
people are from the income group of Rs15000-2000. From figure 3 it can be seen that
total 52% of the persons who are using mobile connections are from the age group of 15-
25 year, similarly from figure 4 it can be deduced that 53% of the persons who are using
mobile phone are from the income group of Rs 5000-10000. Hence it can be deduced that
this is the segment, which is main target of the telecom companies.
 5. OCCUPATION OF THE SUBSCRIBERS

OCCUPATION OF CUSTOMERS

PROFESSIONAL
10%
BUSINESSMAN
SERVICE
21%
27%

OTHERS
6%

STUDENT
36%

FIGURE 5

It can be well deduced from the graph that out of 36% of the customers subscribing to the
services of mobile phones are students, 27% of the people surveyed are from service
class which include Doctors, Engineers and Teachers etc. 21% are businessman and 10%
of the people are professionals, others category include housewives and personal
assistants which accounts for only 6% of the total subscribers. This pie chart shows that
the telecom companies are targeting students as their potential subscribers.
 PRINT ADVERTISEMENT

1. AWARENESS OF PRINT ADVERTISEMENT

AWARENESS OF PRINT ADVERTISEMENT

Reliance
34%
Idea
5%
TATA
6%

Hutch Airtel
22% 15%
BSNL
18%

FIGURE 6

From the above shown Pie Chart it can seen that for the Print Advertisement, Reliance is
having maximum awareness among all the operators, irrespective of the connection
which a consumer is using, the awareness for the Reliance is 34% which is a very
encouraging figure, Hutch accounts for 22% of the awareness followed by BSNL which
has the awareness level of 18%, Airtel has awareness level of 15%, Idea is giving tough
competition to TATA, as it is having awareness level of 5% as compared to TATA
INDICOM’S 6%. Being a new entrant in to the market of U.P (East) Idea is having good
awareness, which can be a matter of concern for Reliance Communication.
 Cont…
AWARENESS OF DIFFERENT SERVICES
94% 92%
100% 78% 78% 74%
73%
80%
60%
9%
40% 14% 16% 18% 18%
3% 8% 7% 9% 8%
3% 0%
20%
0%
Airtel BSNL Hutch Idea Reliance TATA
Prepaid VAS Postpaid

FIGURE 7

The awareness of Print Advertisement for different services provided by telecom

companies i.e. Prepaid, Postpaid and Value Added Services (VAS) are shown in the
above Bar Graph, it can be seen that mainly all the service providers are giving maximum
advertisement for the prepaid services because new schemes and tariff plans are
introduced frequently by every service provider so as to increase their liquidity which
will help them to regulate future financial plans, hence the awareness level of prepaid
advertisement is highest among all the service providers. Where as VAS and Postpaid
service are having different awareness levels for different services providers.

AWARENESS OF AIRTEL’S PRINT ADVERTISEMENT

For prepaid services Airtel is having maximum awareness i.e. 94% that means prepaid
advertisements of Airtel are leaving an impact on the subscribers mind. As seen in above
Pie Chart that Airtel accounts for 15% of the total awareness but then also its prepaid
advertisement are able to attract the attention of the subscribers, this is the main reason
why Airtel is having good customer base though it has entered the market of U.P (EAST)
in 2005. But for postpaid services and VAS, which includes promotion of ‘Caller Tune’
and other services such as GPRS, Airtel accounts for only 3% of the total awareness.

AWARENESS OF BSNL’S PRINT ADVERTISEMENT

As discussed above that prepaid services are having maximum awareness among all the
service providers, in case of BSNL also prepaid service is having maximum awareness
which accounts for 78%, and for VAS and Postpaid services BSNL is having awareness
of 14% and 8% respectively. The awareness for VAS is more in case of BSNL because of
its newly launched service of ‘Caller tune’ as BSNL is promoting this service on large
scale.

Cont…
AWARENESS FOR HUTCH’S PRINT ADVERTISEMENT

Prepaid services are having highest awareness for Hutch also which is 78%, for VAS and
Postpaid service the operator is having awareness of 16% and 6% respectively, the
awareness level in case of VAS is good for Hutch as the company is known for its
extensive range of VAS such as HUTCH GPRS, HUTCH MAIL, CALLER TUNE etc.

AWARENESS FOR IDEA’S PRINT ADVERTISEMENT

Idea too is having highest awareness for prepaid service, which is 73%, the reason for the
highest awareness for the prepaid service is already discussed above, and apart from
prepaid service Idea is having awareness of 9% and 18% for its VAS and postpaid
services. These figures are not of much concern as consolidated awareness of Idea is only
5% as it has been concluded from Figure 5.

AWARENESS FOR RELIANCE PRINT ADVERTISEMENT

The Print Advertisement of Reliance are also showing the same pattern as we have seen it
for other service providers, 74% awareness is there for prepaid service of reliance, where
as 18% and 9% awareness is for VAS and Postpaid services respectively. The awareness
level for VAS is good because Reliance is promoting its VAS such as R-WORLD, CRBT
(Caller Ring Back Tune) etc on large scale through print advertisements.

AWARENESS FOR TATA’S PRINT ADVERTISEMENT

TATA telecom is also having good awareness for its prepaid services that accounts to
92%, for VAS it is having awareness level of 8% where as for postpaid service TATA is
not having any awareness. From figure 6 we have seen that TATA is having total
awareness level of 6% but is not having any awareness for its postpaid services because
TATA is mainly dealing in corporate connections, and is not paying any stress to
promote its postpaid services.
 2. ELEMENTS IN ADVERTISEMENT

ELEMENTS IN ADVERTISEMENTS

Idea TATA
5% 6%
Hutch
24%
Reliance
32%

BSNL
18% Airtel
15%

FIGURE 8

The total awareness of an advertisement depends on some factors and elements, prepaid
advertisements are also having different type of elements which attract a person towards
it; these elements can be Brand Ambassador, Creativity, Co-Branding and Message
Conveyed. All these elements of an advertisement help a person to retain the brand in
his\her mind.
In figure 8 we can see that different service provider are using these elements so as to
make their advertisement effective.
Out of the total people surveyed 32% said that they recall the Print advertisements of
Reliance on the basis of these elements only, 24% of the people said that they recall the
Print advertisement of Hutch on same, BSNL is also using the same and is able to attract
18% of the total people surveyed towards its advertisement, Airtel, TATA and Idea are
able to attract 15%, 6% and 5% of the total people respectively on the basis of these
elements only.
 Cont…
ELEMENTS IN ADVERTISEMENTS
67%
58% 62%
70% 56% 55%
52%
60%
50% 35%
32% 28% 30%
40% 27% 25%
30% 13% 11% 9% 8% 0%
20% 4%
3% 3% 0% 8%
10%
0%
Airtel BSNL Hutch Idea TATA Reliance

Message Conveyed Creativity Brand Ambassador Co-Branding

FIGURE 9

As discussed in previous analysis that different elements accounts for different level of
awareness, in the above pie chart we have shown that how much these elements accounts
for awareness of different brands.

ELEMENTS CONTRIBUTING TOWARDS AIRTEL’S AWARENESS

Out of the total people surveyed 15% said that they recall advertisement of Airtel on the
basis of these elements only and out of these 15% people 52% persons said that they
recall the advertisements of Airtel on the basis of the ‘Message Conveyed’ from the
advertisement, 32% co-related it with the creativity of the advertisement, where as 13%
and 3% of the out of the 15% person said that they recall this brand on the basis of
‘Brand Ambassador’ and ‘Co-Branding’. Though Airtel is not having that much
awareness but the elements ‘Message Conveyed’ and ‘Creativity’ are contributing a lot
towards its awareness. This is very much evident from figure 9.

ELEMENTS CONTRIBUTING TOWARDS BSNL’S AWARENESS

18% of the people surveyed said that they recall the advertisements of BSNL on the basis
of these elements, and out of these 18% people 58% people said that they have recalled
this brand on the basis of the ‘Message conveyed’ where as 28%, 11% and 3% of the
people out of these 18% co-related it with the ‘Creativity’, ‘Brand Ambassador’ and ‘Co-
Branding’ as it can be seen in figure 9. As it is evident from figure 8 that BSNL is not
having that much awareness on the basis of these elements but it is able to attract the
people mostly on the basis of the ‘Message Conveyed’ and ‘Creativity’ of its
advertisement.

Cont...
ELEMENTS CONTRIBUTING TOWARDS HUTCH’S AWARENESS

From figure 8 we have seen that 22% of the people recall the advertisement of hutch on
the basis of these elements only. Out of these 22% people 56% of the people have co-
related it with ‘Creativity’. This figure clearly denotes that advertisements of Hutch are
able to attract the people on the basis of its creativity. ‘Message Conveyed’, ‘Brand
Ambassador’ and ‘Co-Branding’ are contributing 35% and 4% respectively towards the
awareness of Hutch.

ELEMENTS CONTRIBUTING TOWARDS IDEA’S AWARENESS

Elements in advertisement are contributing 5% for the print advertisements of Idea and
this we have concluded from figure 8. But this 5% awareness is also due to respective
elements which are there, the awareness level of Idea is mainly because of the
‘Creativity’ of its advertisement which contributes 55% out of the total 5% people,
‘Message Conveyed’ is also contributing significantly towards the awareness of Idea as
the figure 9 shows that out of 5% people 27% people are co-relating it with the same,
where as ‘Brand Ambassador’ and ‘Co-Branding’ are contributing 9% each for the
awareness about the advertisements of Idea.

ELEMENTS CONTRIBUTING TOWARD TATA’S AWARENESS

TATA’S awareness is only 6% which is clear from figure 8 but the different elements are
here also playing a major role for this awareness, ‘Message Conveyed’ is playing a good
role in this as out of 6% people 67% are saying that they have recalled the advertisement
of TATA because of it. Where as 25% of the people out of 6% are co-relating it with the
‘Creativity’ of the advertisement. ‘Brand Ambassador’ is the element, which is not
playing any significant role as it is having a share of only 8% out of total 6% people who
have recalled the advertisement of Idea.

ELEMENTS CONTRIBUTING TOWARD RELIANCE AWARENESS

Elements in advertisement are contributing 32% to the Reliance awareness in the Print
media. And out of these 32% people 62% and 30% people are co-relating it with the
elements ‘Message Conveyed’ and ‘Creativity’. This data tells us that the ‘Message
Conveyed’ and ‘Creativity’ are the elements, which are contributing mainly towards the
awareness of Reliance Print advertisement. Apart from these two elements ‘Co-branding’
is also an element, which is playing a good role for the awareness of Reliance.

3. RECALL OF ADVERTISEMENT

RECALL OF ADVERTISEM ENT

Hutch
Idea
22%
5%

BSNL Reliance
18% 34%

Airtel
TATA
15%
6%

FIGURE 10

Recall of the advertisement is the major factor, which decides the awareness of any
telecom company; recall can be of mainly three types:

• CLAIMED RECALL: Did I see advertising for this brand?

Refers to proportion of consumer, able to recall an
advertisement for the brand, which they claim they have
seen.

• DETAILED RECALL: Can I remember anything about it?

Refers to proportion of consumers able to recall
(narrate) any element from an execution.

• PROVEN RECALL: Did I recall the right ads for the right brand?
Refers to proportion of consumers able to recall (narrate)
RIGHT element for RIGHT brand.
On the basis of the recalls of the print advertisement seen we can decide how much
effective a print advertisement is.
The recall of print advertisement for different service providers is shown in above pie
chart, maximum number of subscriber has been able to recall the advertisement of
Reliance the figures denotes that total 34% of the people surveyed were able to recall the
advertisement of Reliance, which is followed by Hutch as we can see that total 22% of
the people were able to recall the advertisement of Hutch. BSNL’s advertisement has
been recalled by 18% of the people; where as 15% of the people were able to recall the
advertisement of Airtel. TATA and Idea are having very less recall value, which is 6%
and 5% respectively.
Cont...
RECALL OF ADVERTISEMENT

80% 73%
67%
70%
60% 48% 49%
50% 41%
35% 37% 33%
40% 32% 31% 34%
27% 29%
30% 20% 18%
16%
20%
9%
10% 0%
0%
Airtel BSNL Hutch Idea Reliance TATA

Claimed Recall Detailed Recall Proven Recall

FIGURE 11

As we have discussed above that how Recall of the advertisement is contributing towards
the awareness of the print advertisement and how the Recall of advertisement is
necessary in deciding about the awareness of different brands, the bar graph, which is
shown above, is showing the recalls of the print advertisement of different operators.

RECALL OF AIRTEL’S PRINT ADVERTISEMENT

The bar graph shown above displays the Recall of the Airtel’s print advertisement, it can
be seen that out of 15% people 48% has shown ‘claimed recall’, where as 35% of the
people has ‘detailed recall’ and 16% of the persons has shown ‘proven recall’, the
percentage of ‘proven recall’ is nominal one, hence we can say that the print
advertisement of Airtel are leaving a nominal impact on the mind of the people who have
seen the print advertisements of Airtel. But the overall awareness of the Airtel is not so
good and it is evident from figure 10.

RECALL OF BSNL’S PRINT ADVERTISEMENT

The persons who have seen the advertisement of BSNL, out of those 32% showed
‘claimed recall’, 41% showed ‘ detailed recall’ where as 27% showed ‘proven recall’, the
percentage of BSNL ‘detailed recall’ and ‘proven recall’ is good hence we can say that
advertisements of BSNL are able to leave impact on the people mind. But the total recall
of the BSNL is 18%, which is 1/5th of the total recall, hence it can also be concluded that
BSNL’s print advertisement is not leaving a good impact on people mind.

Cont...
RECALL OF HUTCH’S PRINT ADVERTISEMENT

The bar graph for the Hutch shows that 49% of the people have shown the ‘claimed
recall’, where as more that 50% of the people have shown ‘detailed’ and ‘proven’ recall.
From this we can draw the inference that advertisement of Hutch are leaving a good
impact on people mind as in figure 10 we can see that total recall value of hutch is
amounting to 22%.

RECALL OF IDEA’S PRINT ADVERTISEMENT

The bars showing the recall value of Idea in figure 11 are revealing the fact that the
consolidated recall of ‘detailed’ and ‘proven recall’ is more than 80%, this is because of
the creativity that is there in Idea’s advertisement, as it is visible in figure 9. But the total
awareness of advertisement of Idea is not so good.

RECALL OF RELIANCE’S PRINT ADVERTISEMENT

Reliance advertisement are having good awareness as we have seen this fact in figure 6,
and from figure 9 we can also deduce that the recall value of Reliance’s advertisements is
also 34% which are highest among all the operators and is encouraging figure for
Reliance. Figure 11 shows that ‘claimed’, ‘detailed’ and ‘proven recall’ of the
advertisements of Reliance is more or less same. But for ‘detailed’ and ‘proven recall’ we
can see that total recall is nearly 70%, which is an encouraging figure for Reliance
Communications.

RECALL OF TATA’S PRINT ADVERTISEMENT

The total recall for TATA’S advertisement is 6%, which we have seen from figure 10,
but from figure 11 we can see that the bar for ‘proven recall’ is showing 67% which
again is good figure. But overall recall is not good for TATA’S print advertisements as it
is just ahead of Idea.
 4. CLARITY OF MESSAGE DISPLAYED

MESSAGE DISPLAYED IS CLEAR

Hutch
22% Idea
6%
BSNL
18%

Reliance
Airtel 32%
TATA
16%
6%

FIGURE 12

The pie chart shown above displays the ‘Clarity of Message Displayed’ in the Print
advertisement for different service providers, we can see from the above shown pie chart
that Reliance is the undisputed winner in this as 32% of the total people surveyed said
that they are able to understand the message which is displayed in print advertisement of
Reliance. It is followed by Hutch in which 22% of the people surveyed told that they are
able to understand the ‘Message displayed’ from the advertisement. BSNL and Airtel are
showing the figure of 18% and 16% respectively. Where as TATA and Idea are showing
6% each.
 T.V ADVERTISEMENTS

1. AWARENESS OF T.V ADVERTISEMENT

AWARENESS FOR T.V ADVERTISEMENTS

TATA
10%
Airtel
26%
Reliance
21%

BSNL
Idea 11%
7%

Hutch
25%

FIGURE 13

From the above figure it can be seen that Airtel is having maximum awareness in the
section of T.V advertisement, as it can be seen that 26% of the people surveyed were
saying that they have seen the advertisement of Airtel, in the same section we can see that
Hutch is having the awareness of 25%, it is followed by Reliance which is having the
awareness of 21%. BSNL, TATA and Idea are having the awareness of 11%, 10% and
7% respectively.

The awareness of Airtel and Hutch are pretty good in this segment, and we’ll see in
further analysis why the awareness level of these two-service providers is highest in T.V
advertisements.
 Cont…

AWARENESS OF SERVICES

93%
100% 81% 81% 80%
78% 72%
80%

60%

40% 13% 20%

11%
9% 8% 7% 10%
20% 7% 9%
0%

0%
Airtel BSNL Hutch Idea Reliance TATA

Prepaid VAS Postpaid

FIGURE 14

The awareness of T.V Advertisement for different services provided by telecom

companies i.e. Prepaid, Postpaid and Value Added Services (VAS) are shown in the
above Bar Graph, it can be seen that mainly all the service providers are giving maximum
advertisement for the prepaid services because new schemes and tariff plans are
introduced frequently by every service provider so as to increase their liquidity which
will help them to regulate future financial plans, hence the awareness level of prepaid
advertisement is highest among all the service providers. Where as VAS and Postpaid
service are having different awareness levels for different services providers.

AWARENESS OF AIRTEL’S T.V ADVERTISEMENT

For prepaid services Airtel is having maximum awareness i.e. 81% that means prepaid
advertisements of Airtel are leaving an impact on the subscribers mind. As we have
concluded from figure 13, that Airtel accounts for 26% of the total awareness, which is a
good figure for Airtel. But for postpaid services and VAS, which includes promotion of
‘Caller Tune’ and other services such as GPRS, Airtel accounts for only 7% and 11% of
the total awareness.

AWARENESS OF BSNL’S T.V ADVERTISEMENT

As discussed above that prepaid services are having maximum awareness among all the
service providers, in case of BSNL also prepaid service is having maximum awareness,
which accounts for 78%, and for VAS and Postpaid services BSNL is having awareness
of 13% and 9% respectively. The awareness for VAS is more in case of BSNL because of
its newly launched service of ‘Caller tune’ as BSNL is promoting this service on large
scale. Cont…
AWARENESS FOR HUTCH’S T.V ADVERTISEMENT

Prepaid services are having highest awareness for Hutch also which is 72%, for VAS and
Postpaid service the operator is having awareness of 20% and 8% respectively, the
awareness level in case of VAS is highest among all the service providers. As Hutch is
known for its extensive range of VAS such as HUTCH GPRS, HUTCH MAIL and the
service of CALLER TUNE etc, and is also promoting these services on large scale as it is
evident from the advertisement which we see on television.

AWARENESS FOR IDEA’S T.V ADVERTISEMENT

Idea too is having highest awareness for prepaid service, which is 93%, the reason for the
highest awareness for the prepaid service is already discussed above, and apart from
prepaid service Idea is having awareness of 7% for its VAS. These figures are not of
much concern as consolidated awareness of Idea is only 7% as it has been concluded
from Figure 13.

AWARENESS FOR RELIANCE T.V ADVERTISEMENT

The T.V Advertisement of Reliance are also showing the same pattern as we have seen it
for other service providers, 81% awareness is there for prepaid service of reliance, where
as 9% awareness is for VAS and Postpaid services. The awareness level for VAS is good
because Reliance is promoting its VAS such as R-WORLD, CRBT (Caller Ring Back
Tune) etc on a good scale, where as it is also having good awareness for it’s postpaid
services also.

AWARENESS FOR TATA’S T.V ADVERTISEMENT

TATA telecom is also having good awareness for its prepaid services that accounts to
80%, for VAS and postpaid services it is having the awareness level of 10% each. From
figure 13 we have seen that TATA is having total awareness level of 10%. So it can be
concluded that like other service providers TATA is also promoting its prepaid services.

2. ELEMENTS IN T.V ADVERTISEMENT

ELEMENTS SEEN IN ADVERTISEMENT

Idea
12% Reliance
Hutch 21%
25%

TATA
5%
BSNL
11% Airtel
26%

FIGURE 15

The total awareness of an advertisement depends on some factors and elements, T.V
advertisements are also having different type of elements which attract a person towards
it; these elements can be Brand Ambassador, Creativity, Co-Branding and Message
Conveyed. All these elements of an advertisement help a person to retain the brand in
his\her mind.
In figure 15 we can see that different service provider are using these elements so as to
make their advertisement effective.
Out of the total people surveyed 26% said that they recall the T.V advertisements of
Airtel on the basis of these elements only, 25% of the people said that they recall the T.V
advertisement of Hutch on same, Reliance is also using the same and is able to attract
21% of the total people surveyed towards its advertisement, BSNL, Idea and TATA are
able to attract 11%, 12% and 5% of the total people respectively on the basis of these
elements only.

Cont…

ELEMENTS IN ADVERTISEMENTS

74%
80%
70% 63% 58%
48% 50%
60%
40%
50%
22% 30% 35%
40% 26%26% 22%29% 25%
30% 2% 21%
20% 13% 12%
4%
10% 0% 0% 0% 0%
0%
Airtel BSNL Hutch Idea Reliance TATA
Brand Ambassador Co-Branding Creativity M essage Conveyed

FIGURE 16

As discussed in previous analysis that different elements accounts for different level of
awareness, in figure 15 we have shown that how much these elements accounts for
awareness of different brands.

ELEMENTS CONTRIBUTING TOWARDS AIRTEL’S AWARENESS

Out of the total people surveyed 26% said that they recall advertisement of Airtel on the
basis of these elements only and out of these 15% people 63% persons said that they
recall the advertisements of Airtel on the basis of the ‘Message Conveyed’ from the
advertisement, 22% co-related it with the creativity of the advertisement, where as 13%
and 2% of the out of the 15% person said that they recall this brand on the basis of
‘Brand Ambassador’ and ‘Co-Branding’. As we have seen that Airtel is having 26%
awareness in the section of T.V advertisement, hence we can say that these elements are
contributing a lot for the awareness of Airtel as a brand.

ELEMENTS CONTRIBUTING TOWARDS BSNL’S AWARENESS

11% of the people surveyed said that they recall the advertisements of BSNL on the basis
of these elements, and out of these 18% people 48% people said that they have recalled
this brand on the basis of the ‘Message conveyed’ where as 26% of the people out of
these 18% co-related it with the ‘Creativity’ and ‘Brand Ambassador’ as it can be seen in
figure 16. As it is evident from figure 15 that BSNL is not having that much awareness
on the basis of these elements but it is able to attract the people mostly on the basis of the
‘Message Conveyed’, ‘Creativity’ and ‘Brand Ambassador’ of its advertisements.
Cont...
ELEMENTS CONTRIBUTING TOWARDS HUTCH’S AWARENESS

From figure 15 we have seen that 25% of the people recall the advertisement of hutch on
the basis of these elements only. Out of these 22% people 74% of the people have co-
related it with ‘Creativity’. This figure clearly denotes that advertisements of Hutch are
able to attract the people on the basis of its creativity. ‘Message Conveyed’ and ‘Co-
Branding’ are contributing 22% and 4% respectively towards the awareness of Hutch.

ELEMENTS CONTRIBUTING TOWARDS IDEA’S AWARENESS

Elements in advertisement are contributing 12% for the T.V advertisements of Idea and
this we have concluded from figure 15. But this 12% awareness is also due to respective
elements which are there, the awareness level of Idea is mainly because of the
‘Creativity’ of its advertisement which contributes 50% out of the total 12% people, ‘Co-
Branding’ is also contributing significantly towards the awareness of Idea as the figure 16
shows that out of 12% people 29% are co-relating it with the same, where as ‘Message
Conveyed’ is contributing 21% for the awareness about the advertisements of Idea.

ELEMENTS CONTRIBUTING TOWARD TATA’S AWARENESS

TATA’S awareness is only 5% which is clear from figure 15 but the different elements
are here also playing a major role for this awareness, ‘Message Conveyed’ is playing a
good role in this as out of 5% people 40% are saying that they have recalled the
advertisement of TATA because of it. Where as 35% of the people out of 6% are co-
relating it with the ‘Creativity’ of the advertisement. ‘Brand Ambassador’ is the element,
which is also playing significant role as it is having a share of 25% out of total 6% people
who have recalled the advertisement of Idea.

ELEMENTS CONTRIBUTING TOWARD RELIANCE AWARENESS

Elements in advertisement are contributing 21% to the Reliance awareness in the
Television media. And out of these 21% people 58% and 30% people are co-relating it
with the elements ‘Message Conveyed’ and ‘Creativity’. This data tells us that the
‘Message Conveyed’ and ‘Creativity’ are the elements, which are contributing mainly
towards the awareness of Reliance Communication as a brand. Apart from these two
elements ‘Co-branding’ is also an element, which is playing a good role for the
awareness of Reliance Communication as a brand.

3. RECALL OF ADVERTISEMENT

RECALL OF ADVERTISEMENT SEEN

Hutch
BSNL 25%
11%
Idea
7%

Airtel Reliance
26% 21%
TATA
10%

FIGURE 17

Recall of the advertisement is the major factor, which decides the awareness of any
telecom company; recall can be of mainly three types:

• CLAIMED RECALL: Did I see advertising for this brand?

Refers to proportion of consumer, able to recall an
advertisement for the brand, which they claim they have
seen.

• DETAILED RECALL: Can I remember anything about it?

Refers to proportion of consumers able to recall
(narrate) any element from an execution.

• PROVEN RECALL: Did I recall the right ads for the right brand?
Refers to proportion of consumers able to recall (narrate)
RIGHT element for RIGHT brand.
On the basis of the recalls of the print advertisement seen we can decide how much
effective a print advertisement is.
The recall of T.V advertisement for different service providers is shown in above pie
chart, maximum number of subscriber has been able to recall the advertisement of
Reliance the figures denotes that total 21% of the people surveyed were able to recall the
advertisement of Reliance, which is followed by Hutch as we can see that total 25% of
the people were able to recall the advertisement of Hutch. BSNL’s advertisement has
been recalled by 11% of the people; where as 26% of the people were able to recall the
advertisement of Airtel. TATA and Idea are having very less recall value, which is 6%
and 5% respectively.
Cont...

RECALL OF ADVERTISEMENT

55%
60% 48%
48%
43% 44% 43%
50% 40%
30% 36%
40% 20%
26% 26% 33% 28%
21% 25%
30%

20%
9%
10%
0%
Airtel BSNL Hutch Idea Reliance TATA

Detailed Recall Proven Recall Claimed Recall

FIGURE 18

As we have discussed above that how Recall of the advertisement is contributing towards
the awareness of the T.V advertisement and how the Recall of advertisement is necessary
in deciding about the awareness of different brands, the bar graph, which is shown above,
is showing the recalls of the T.V advertisements for different operators.

RECALL OF AIRTEL’S T.V ADVERTISEMENT

The bar graph shown above displays the Recall of the Airtel’s print advertisement, it can
be seen that out of 26% people 9% has shown ‘claimed recall’, where as 48% of the
people has ‘detailed recall’ and 43% of the persons has shown ‘proven recall’, the
percentage of ‘proven recall’ and ‘detailed recall’ is above 80%, hence we can say that
the print advertisement of Airtel are leaving a good impact on the mind of the people who
have seen the T.V advertisements of Airtel.

RECALL OF BSNL’S T.V ADVERTISEMENT

The persons who have seen the advertisement of BSNL, out of those 26% showed
‘claimed recall’ and ‘proven recall’ where as 48% showed ‘detailed recall’, the
consolidated percentage of BSNL’S ‘detailed recall’ and ‘proven recall’ is above 75%
hence we can say that advertisements of BSNL are able to leave impact on the people
mind. But the overall recall of the BSNL is 11%, which is nearly 1/10th of the total recall
we can say that though BSNL is not having good recall value, but its T.V advertisements
are leaving a good impact on that 11% subscribers surveyed.

Cont…
RECALL OF HUTCH’S T.V ADVERTISEMENT

The bar graph for the Hutch shows that 25% of the people have shown the ‘claimed
recall’, where as nearly 75% of the people have shown ‘detailed’ and ‘proven’ recall.
From this we can draw the inference that advertisement of Hutch are leaving a good
impact on people mind as in figure 10 we can see that total recall value of hutch is
amounting to 25%, which is 1/4th of the total Recall.

RECALL OF IDEA’S T.V ADVERTISEMENT

The bars showing the recall value of Idea in figure 18 are revealing the fact that the
consolidated recall of ‘detailed’ and ‘proven recall’ is nearly 80%; this is because of the
creativity that is there in Idea’s advertisement, as it is visible in figure 17. But the total
awareness of T.V advertisements of Idea is not so good.

RECALL OF RELIANCE’S T.V ADVERTISEMENT

Reliance advertisement are having good awareness as we have seen this fact in figure 13,
and from figure 17 we can also deduce that the recall value of Reliance’s advertisements
is also 21% which is nominal among all the operators and is encouraging figure for
Reliance. Figure 18 shows that ‘claimed’, ‘detailed’ and ‘proven recall’ of the
advertisements of Reliance is more or less same. But for ‘detailed’ and ‘proven recall’ we
can see that total recall is nearly 75%, which are encouraging figure for Reliance
Communications and is revealing the fact that Reliance T.V advertisement are able to
leave an impact on the people mind.

RECALL OF TATA’S T.V ADVERTISEMENT

The total recall for TATA’S advertisement is 10%, which we have seen from figure 10,
but from figure 13 we can see that the bar for ‘detailed recall’ is showing 55%, which
again is good figure. But the overall awareness for TATA’S print advertisement is only
1/10th of the total recall.
 3. CLARITY OF MESSAGE DISPLAYED

MESSAGE SHOWN WAS CLEAR

Idea
Hutch 8% Reliance
24% 21%

TATA
BSNL
11%
9%
Airtel
27%

FIGURE 19

The pie chart shown above displays the ‘Clarity of Message Displayed’ in T.V
advertisement of different service providers, we can see from the above shown pie chart
that Airtel is the undisputed winner in this as 27% of the total people surveyed said that
they are able to understand the message which is displayed in the T.V advertisements of
Airtel. It is followed by Hutch, which is displaying figures of 24%, where as Reliance is
showing the figures of 21% which are not that good but are showing satisfactory results.
TATA, BSNL and IDEA are showing the figures of 11%, 9% and 8% respectively.
 OUTDOORS ADVERTISEMENT

1. AWARENESS OF OUTDOOR ADVERTISEMENTS

OUTDOOR ADVERTISEMENTS

Hutch
34%
BSNL
8%

Idea
Airtel 7%
16%

TATA
Reliance
3%
32%

FIGURE 20

From the above figure it can be seen that Hutch is having maximum awareness in the
section of Outdoor advertisement, as it can be seen that 34% of the people surveyed were
saying that they have seen the advertisement of Hutch, in the same section we can see
that Reliance is having the awareness of 32%, it is followed by Airtel which is having the
awareness of 16%. BSNL, TATA and Idea are having the awareness of 8%, 3% and 7%
respectively.

The awareness of Reliance and Hutch are pretty good in this segment, and we’ll see in
further analysis why the awareness level of these two-service providers is highest in
Outdoor advertisements.
 Cont…

AWARENESS OF DIFFERENT SERVICES

86% 86%
82% 79% 78%
90% 73%
80%
70%
60%
50%
21%
40% 14% 15%
6%
30% 12% 6%15% 0% 6% 14%
6%
20% 0%
10%
0%
Airtel BSNL Hutch Idea Reliance TATA

PREPAID POSTPAID VAS

FIGURE 21

The awareness of Outdoor Advertisement for different services provided by telecom

companies i.e. Prepaid, Postpaid and Value Added Services (VAS) are shown in the
above Bar Graph, it can be seen that mainly all the service providers are giving maximum
advertisement for the prepaid services because new schemes and tariff plans are
introduced frequently by every service provider so as to increase their liquidity which
will help them to regulate future financial plans, hence the awareness level of prepaid
advertisement is highest among all the service providers. Where as VAS and Postpaid
service are having different awareness levels for different services providers.

AWARENESS OF AIRTEL’S OUTDOORS ADVERTISEMENT

For prepaid services Airtel is having maximum awareness i.e. 73% , the awareness level
for prepaid services is good in case of Airtel, we can say that Airtel is able to promote its
prepaid services effectively, for VAS and postpaid services Airtel is having the
awareness of 21% & 6% respectively. The overall awareness of Airtel in Outdoors
advertisement is not as good, as it is able to attract only 16% people towards its different
form of outdoor advertisements and it is evident from figure 20.

AWARENESS OF BSNL’S OUTDOORS ADVERTISEMENT

As discussed above that prepaid services are having maximum awareness among all the
service providers, in case of BSNL also prepaid service is having maximum awareness,
which accounts for 82%, and for VAS and Postpaid services BSNL is having awareness
of 6% and 12% respectively.

Cont…
AWARENESS FOR HUTCH’S OUTDOORS ADVERTISEMENT

Prepaid services are having highest awareness for Hutch also which is 79%, for VAS and
Postpaid service the operator is having awareness of 15% and 6% respectively, if we see
the overall awareness of Hutch it is highest among all the service providers.

AWARENESS FOR IDEA’S OUTDOORS ADVERTISEMENT

Idea too is having highest awareness for prepaid service, which is 86%, the reason for the
highest awareness for the prepaid service is already discussed above, and apart from
prepaid service Idea is having awareness of 14% for its VAS. Idea’s total awareness is
only 7% hence we can say that Idea is able to attract very less people towards its
advertisement for different services offered.

AWARENESS FOR RELIANCE OUTDOORS ADVERTISEMENT

The Outdoor Advertisement of Reliance are also showing the same pattern as we have
seen it for other service providers, 78% awareness is there for prepaid service of reliance,
where as 15% and 6% awareness is for VAS and Postpaid services. The awareness level
for VAS is good because Reliance is promoting its VAS such as R-WORLD, CRBT
(Caller Ring Back Tune) etc on a good scale, where as it is also having good awareness
for its postpaid services also. On the other hand we can also judge that Reliance is able to
attract a large chunk of people towards it by sponsoring different events also.

AWARENESS FOR TATA’S OUTDOORS ADVERTISEMENT

TATA telecom is also having good awareness for its prepaid services that accounts to
86%, for postpaid services it is having the awareness level of 14%. From figure 20 we
have seen that TATA is having total awareness level of 3% only which is not good at all.
 2. ELEMENTS IN ADVERTISEMENTS

ELEMENTS IN ADVERTISEMENTS

Hutch Idea
34% 7%

Reliance
32%
BSNL
8%
Airtel
TATA
16%
3%

FIGURE 22

The total awareness of an advertisement depends on some factors and elements, Outdoors
advertisements are also having different type of elements which attract a person towards
it; these elements can be Brand Ambassador, Creativity, Co-Branding and Message
Conveyed. All these elements of an advertisement help a person to retain the brand in
his\her mind.
In figure 22 we can see that different service provider are using these elements so as to
make their advertisement effective.
Out of the total people surveyed 16% said that they recall the Outdoors advertisements of
Airtel on the basis of these elements only, 34% of the people said that they recall the
Outdoors advertisement of Hutch on same, Reliance is also using the same and is able to
attract 32% of the total people surveyed towards its advertisement, BSNL, Idea and
TATA are able to attract 8%, 7% and 3% of the total people respectively on the basis of
these elements only. In Further analysis we will see what factors are there which are
contributing to the awareness of different service providers.

Cont...
AWARENESS OF DIFFERENT ELEMENTS

65%
70% 58%
56%
60% 50%
44% 43%42% 43%
50%
38% 29%
40% 29%
27%
30% 18% 15%
20% 12%
9% 9%
6%
10% 6% 3% 0%
0%0% 0%
0%
Airtel BSNL Hutch Idea Reliance TATA

Co-Branding Brand Ambassador

Creativity MessageConveyed

FIGURE 23

As discussed in previous analysis that different elements accounts for different level of
awareness, in figure 23 we have shown that how much these elements accounts for
awareness of different brands.

ELEMENTS CONTRIBUTING TOWARDS AIRTEL’S AWARENESS

Out of the total people surveyed 16% said that they recall advertisement of Airtel on the
basis of these elements only and out of these 16% people 58% persons said that they
recall the advertisements of Airtel on the basis of the ‘Message Conveyed’ from the
advertisement, 27% co-related it with the creativity of the advertisement, where as 9%
and 6% of the out of the 16% person said that they recall this brand on the basis of
‘Brand Ambassador’ and ‘Co-Branding’. As we have seen that Airtel is having 16%
awareness in the section of Outdoors advertisement, hence we can say that these elements
are contributing a lot for the awareness of Airtel as a brand.

ELEMENTS CONTRIBUTING TOWARDS BSNL’S AWARENESS

8% of the people surveyed said that they recall the advertisements of BSNL on the basis
of these elements, and out of these 8% people 65% people said that they have recalled
this brand on the basis of the ‘Message conveyed’ where as 27% and 9% of the people
out of these 8% co-related it with the ‘Creativity’ and ‘Brand Ambassador’ as it can be
seen in figure 23. As it is evident from figure 15 that BSNL is not having that much
awareness on the basis of these elements but it is able to attract the people mostly on the
basis of the ‘Message Conveyed’, ‘Creativity’ and ‘Brand Ambassador’ of its
advertisements.

ELEMENTS CONTRIBUTING TOWARDS HUTCH’S AWARENESS

From figure 22 we have seen that 34% of the people recall the advertisement of hutch on
the basis of these elements only. Out of these 34% people 50% of the people have co-
related it with ‘Creativity’. This figure clearly denotes that advertisements of Hutch are
able to attract the people on the basis of its creativity. ‘Message Conveyed’ and ‘Co-
Branding’ are contributing 38% and 3% respectively towards the awareness of Hutch.

ELEMENTS CONTRIBUTING TOWARDS IDEA’S AWARENESS

Elements in advertisement are contributing 7% for the Outdoors advertisements of Idea

and this we have concluded from figure 22. But this 7% awareness is also due to
respective elements which are there, the awareness level of Idea is mainly because of the
‘Message Conveyed’ of its advertisement which contributes 56% out of the total 7%
people and 44% of the people out of 7% have correlated it with creativity.

ELEMENTS CONTRIBUTING TOWARD TATA’S AWARENESS

TATA’S awareness is only 3% which is clear from figure 22 but the different elements
are here also playing a major role for this awareness, bar for ‘Message conveyed’ and
‘Creativity’ show that 29% of the people are having the awareness about the TATA
advertisement. Whereas 43% people out of 3% have correlated it with the ‘Brand
Ambassador’.

ELEMENTS CONTRIBUTING TOWARD RELIANCE AWARENESS

Elements in advertisement are contributing 32% to the Reliance awareness in the

Outdoors advertisements. And out of these 32% people 43% and 42% people are co-
relating it with the elements ‘Creativity’ and ‘Message Conveyed’ This data tells us that
the ‘Message Conveyed’ and ‘Creativity’ are the elements, which are contributing mainly
towards the awareness of Reliance Communication as a brand. Apart from these two
elements ‘Co-branding’ is also an element, which is playing a good role for the
awareness of Reliance Communication as a brand as the bar for ‘Co-Branding’ is
showing that 15% of the people out of 32% are having the awareness about the Reliance
because of same.

3. RECALL OF ADVERTISEMENTS

RECALL OF ADVERTISEMENT

Hutch
32%
BSNL
9%
Idea
7%

Airtel
16% Reliance
TATA
3% 33%

FIGURE 24

The pie-Chart shown above shows that for the Recall of the advertisement Reliance is
having the major share of 33% which is followed by Hutch which is showing the figures
of 32%, Airtel is also having the nominal recall value which is 16%. BSNL, Idea and
TATA are having the figures of 9%, 7% and 3% respectively.

The recall value of different advertisements depends on different factors as already we

have discussed in the previous analysis. So we can easily co-relate the recall value of the
advertisements to those elements.
 Cont…
OUTDOOR ADVERTISEMENT RECALL OF DIFFERENT
OPERATORS

61% 61% 61% 58%

58%
70% 53%
60%
50%
22% 17% 22% 17%
40% 17% 20%
30% 22% 25% 25%
20% 22% 20%
20%
10%
0%
Airtel BSNL Hutch Idea Reliance TATA

Claimed Recall Detailed Recall Proven Recall

FIGURE 25

As we have discussed above that how Recall of the advertisement is contributing towards
the awareness of the Outdoors advertisement and how the Recall of advertisement is
necessary in deciding about the awareness of different brands, the bar graph, which is
shown above, is showing the recalls of the Outdoors advertisement of different operators.

RECALL OF AIRTEL’S OUTDOOR ADVERTISEMENT

The bar graph shown above displays the Recall of the Airtel’s advertisement, it can be
seen that out of 16% people 22% has shown ‘claimed recall’, where as 17% of the people
has ‘detailed recall’ and 61% of the persons has shown ‘proven recall’, the percentage of
‘proven recall’ and ‘detailed recall’ is nearly 80%, hence we can say that the
advertisement of Airtel are leaving a good impact on the mind of the people who have
seen the advertisements of Airtel.

RECALL OF BSNL’S OUTDOOR ADVERTISEMENT

The persons who have seen the advertisement of BSNL, out of those 25% showed
‘claimed recall’ 22% showed ‘detailed recall’, and 52% showed ‘proven recall’ the
consolidated percentage of BSNL’S ‘detailed recall’ and ‘proven recall’ is nearly 75%.
Hence we can say that advertisements of BSNL are able to leave impact on the people
mind. But the total recall of the BSNL is 9%, which is nearly 1/10th of the total recall we
can say that though BSNL is not having good recall value, but its T.V advertisements are
leaving a good impact on that 9% of the people surveyed.

Cont...
RECALL OF HUTCH’S OUTDOOR ADVERTISEMENT

The bar graph for the Hutch shows that 20% of the people have shown the ‘claimed
recall’; where as 85% of the people have shown ‘detailed’ and ‘proven’ recall. From this
we can draw the inference that advertisement of Hutch are leaving a good impact on
people mind as in figure 24 we can see that total recall value of hutch is amounting to
32%, which is 1/3rd of the total Recall.

RECALL OF IDEA’S OUTDOOR ADVERTISEMENT

The bars showing the recall value of Idea in figure 25 are revealing the fact that the
consolidated recall of ‘detailed’ and ‘proven recall’ is nearly 80%, this is because of the
creativity that is there in Idea’s advertisement, as it is visible in figure 23. But the total
awareness of Outdoors advertisements of Idea is not so good.

RECALL OF RELIANCE’S OUTDOOR ADVERTISEMENT

Reliance advertisement are having good awareness as we have seen this fact in figure 22,
and from figure 23 we can also deduce that the recall value of Reliance’s advertisements
is 33% which is good figure among all the operators and is encouraging figure for
Reliance. Figure 25 shows that consolidated recall of the ‘proven’ & ‘detailed’ is 80%
which are again very good figures, hence we can draw the inference that Reliance as a
brand is having good awareness because of its advertisements displayed.

RECALL OF TATA’S OUTDOOR ADVERTISEMENT

The total recall for TATA’S advertisement is 3%, which we have seen from figure 23,
but from figure 25 we can see that the bar for ‘proven recall’ is showing 58%, which
again is good figure. But the overall awareness for TATA’S print advertisement is very
less in the section of Outdoors advertisements.

4. CLARITY OF MESSAGE DISPLAYED

 MESSAGE CONVEYED IS CLEAR

Reliance
TATA
30%
4%

Idea Airtel
6% 17%

BSNL
Hutch 9%
34%

FIGURE 26

The above pie chart shows the clarity of message which are being displayed in different
forms of outdoor advertisements. Out of total people surveyed 34% of the people said
that they are able to understand the message which are being displayed in the
advertisement of Hutch. Where as 30% of the total people surveyed said that they are
able to understand the message displayed for different services provided by Reliance
communications. 17% of the people said that they are able to understand the message
displayed from Airtel’s advertisements. BSNL, Idea and TATA are showing the figures
of 9%, 6% and 4% respectively. From the above figures it is clear that the messages
displayed by Reliance & Hutch are having the clarity in them, which make them easily
understandable.
 PROMOTIONAL CAMPAIGNS

1. PROMOTIONAL CAMPAIGN SEEN IS FOR WHICH BRAND

PROMOTIONAL CAMPAIGN SEEN

Hutch
34%
BSNL
9%
Idea
6%

Airtel
17%
TATA Reliance
4% 30%

FIGURE 27

The promotional campaigns organized by different service providers are having different
levels of awareness, as we can see in the above pie-chart that Hutch is having the
maximum awareness i.e. 34% regarding its promotional campaign, Where as Reliance is
having the awareness level of 30% regarding its promotional campaign, the awareness of
Hutch and Reliance is high in this medium because these are the operators who are
organizing these campaigns on monthly basis, so as to increase awareness about the
services and the Brand itself. Airtel too is having the awareness of 17% for its
promotional campaign, but that is very less as compared to the awareness of Hutch &
Reliance. Apart from these service providers BSNL, Idea and TATA are having very less
awareness as it can be seen in the above graph that the awareness level of these brands is
only 9%, 6% & 4% respectively, the reason for this low awareness is that these service
providers are not organizing such campaigns frequently.

Cont…
2. PLACE OF PROMOTIONAL CAMPAIGN
 PLACE WHERE PROMOTIONAL CAMPAIGN
WERE MOSTLY SEEN
67%
70%
60%
44% 45% 47% 45%
50% 41% 45%
40% 39%
40% 33%

30%
18% 16%
20% 15%
8% 9%
10% 0%
0%
Airtel Idea Hutch Reliance TATA BSNL

Malls Retail Outlets Road Shows

FIGURE 28

The promotional campaigns organized by different service providers are in different

forms; these campaigns can be organized at Malls, Retail Outlets and in the form of Road
Shows. The awareness of these promotional campaigns depends on these mediums only,
as discussed in previous analysis on the basis of figure 27 that Hutch and Reliance are
having the maximum awareness for these promotional campaign, it can be understood
from the above bar-graph why these two service providers are having the maximum
awareness in this section.

It can be seen that Hutch is organizing its 39% promotional campaign in Malls, 49% of
its campaign are organized at retail outlets, and where as 16% are in the form Road
shows. As we know that the trend of going to Malls for shopping and enjoying is
increasing day by day, so Hutch is targeting this segment which is giving Hutch very
fruitful results and it is also evident from figure 27. Organizing promotional campaign at
retail outlets is also beneficial because people who are visiting these retail outlets can also
avail services of telecom operators and this surely helps the operators in increasing their
business as well as their awareness. Where as we can see that Road shows are
contributing minimally in case of Hutch.

The promotional campaigns which are organized by Reliance in that ‘road shows’ is the
medium which is mostly recognized by the people and it is very much evident from the
above shown bar graph. 45% of the people out of 30% said that they have seen the
promotional campaign of Reliance at retail outlets, where as a mere 8% of the people
have seen the promotional campaign of Reliance at Malls. This 8% awareness at the
malls is due to the fact that reliance is not organizing its promotional campaigns at malls
on that frequent basis. Hence the awareness level is also low in that case.
 3. EEFECTIVENESS OF PROMOTIONAL CAMPAIGN

PROMOTIONAL CAMPAIGN WAS ABLE TO

COMMUNICATE THE INFO.
Idea
10%

Reliance
Hutch 30%
24%

BSNL
7% TATA
5%
Airtel
24%

FIGURE 29

Effectiveness of promotional campaign can be judged by the fact that whether the
promotional campaign was able to communicate the information or not. If the campaign
was able to communicate the information then the campaign was a successful one.

The above pie chart shows that Reliance is leading among all the service providers as it
can be seen that 30% of the total people surveyed told that they were able to understand
the message, which was being communicated by the promotional campaign. Where as
both Airtel and Hutch are having the shares of 24% each. As we have analyzed in figure
27 that 30% of the people surveyed have claimed that they have seen the promotional
campaign of Reliance and 30% of the people surveyed also said that they were able to
understand the message which was being communicated from the promotional campaign,
from this fact only we can judge that how much effective the Promotional campaign of
Reliance are.
 MAJOR FINDINGS

 Reliance as a brand is preferred by 1/4th of the total people surveyed and that
is an encouraging figure for Reliance Mobile.

PRINT ADVERTISEMENT

 In print advertisement Reliance Mobile is having maximum awareness and no

other service provider is to be seen near to that.
 In the same medium Reliance is having the maximum awareness for its
prepaid services, which are then followed by value, added services and
postpaid services.
 1/3rd of the total people surveyed revealed that they are able to recall the print
advertisement of Reliance Mobile because of the elements, which are present
there in the advertisements.
 ‘Message Conveyed’ and ‘Creativity’ are two of the elements, which are
contributing mostly for this awareness.
 Out of the 1/3rd of the people who are having awareness about the print
advertisement of Reliance Mobile, out of them nearly half of the people were
able to tell exactly what the advertisement was all about.
 The message conveyed from the Print advertisement is easily understandable
by most of the people surveyed.

T.V ADVERTISEMENTS

 In the section of T.V advertisement Reliance is having less awareness, which

is only 1/5th among all the service providers.
 In the same medium Reliance is having the maximum awareness for its
prepaid services which are then followed by postpaid and value added
services.
 Nearly 1/4th of the total people surveyed are able to recall the advertisements
of Reliance mobile because of the elements, which are present there in them.
 A large chunk of people surveyed are correlating this awareness with the
element ‘message conveyed’, which is then followed by ‘creativity’ and ‘co-
branding’ in T.V advertisement.
 It is a very positive indication that out of total people surveyed that have seen
the advertisement of Reliance on television, out of them more that 1/3rd of the
people were able to tell exactly what those advertisements were all about.
 The people who have seen the advertisements of Reliance Mobile in same
media were agreeing to the fact that the advertisements are able to convey the
message effectively.
 People seeing the advertisements on the television were agreeing that they are
able to understand the message, which is displayed through them.

OUTDOORS ADVERTISEMENTS

 In the section of the outdoors advertisement Reliance Mobile again is

having good awareness, which is nearly 1/3rd among all the service providers,
but the company is facing a stiff competition from Hutchisson Essar.
 In the section of outdoor advertisement Reliance is promoting its
prepaid services, which is then followed by VAS and postpaid services.
 Nearly 1/3rd of the people were able to recall the advertisement of
Reliance mobile on the basis of the elements that are displayed in the outdoor
advertisement of Reliance Mobile.
 ‘Creativity’ of the advertisement and ‘Message Conveyed’ plays a
good role in this awareness, where as Co-Branding is contributing minimally
to the brand’s awareness.
 More than 3/4th of the people were able to tell the advertisement that
they have seen, it is good indicator as it shows that outdoor advertisement of
Reliance Mobile are leaving a good impact on the people surveyed.
 The outdoor advertisements were able to communicate the message
effectively, and 1/rd of the people were agreeing to this fact.

PROMOTIONAL CAMPAIGNS

 The promotional campaigns organized by Reliance were having good

awareness as 1/3rd of the people surveyed were claiming that they have seen
the promotional campaign, which are organized by Reliance Mobile
 The promotional campaigns that are organized by Reliance Mobile are
mainly in the form of Road Shows, where as the company also focuses on
Retail outlets also so as to promote their brand.
 Among all the service providers Reliance Mobile’s Promotional
campaign were the most effective one as nearly 1/3rd of the people were
agreeing to the fact that these promotional campaign were able to
communicate the information.
 RECOMMENDATIONS

 Company has to be Consistent in their approach i.e. they should build a long-
term relation with their customers and potential customers by displaying some
consistent message.

 The awareness of Reliance Mobile is not so effective in the entire

advertisement mediums so it is necessary for the company that it should made
it’s advertisement in such a way that its presentation and creativity is
memorable.

 The media schedule should be designed in such a way that the company is
able to penetrate the minds of the right audience.

 Intrusive media i.e. Radio or television influence customers in and out of the
buying cycle, hence we can say that there is no wasted advertising, so the
company should target on these mediums effectively as it would help them to
increase their customer base. The customers who are in buying cycle would
purchase the product now, and the people who are out of buying cycle may
influence others to buy the company’s product (word-of-mouth referrals).

 The company should stick to its advertisements, frequent changes in the

advertisements leads to advertising failure.

 Company should organize its promotional campaign in shopping malls also,

as the numbers of people visiting these malls is increasing and it would help in
increasing the brand awareness.

 Repetition in your promotion & advertising starts to create a "presence" in the

marketplace and in your prospects' minds. That presence leads to a feeling of
familiarity with you, your products or services. Familiarity breeds confidence,
and that confidence breeds sales.
 LIMITATION OF THE STUDY

The present study was done up to the mark, but as limitations do exist in every sphere of
life so it does exist in the present study also.

Following are the limitations of the study:

 Sample size was good in both the studies conducted but it would be better to take
a sample of 600 respondents or more for further refinement of results.

 The whole study lasted for 2 month, but these types of reports should be given
time span of 3-4 months.

 The study was conducted in Lucknow region; it would be better if the same
studies were conducted in the entire region of U.P (East).
 ANNEXURE (1)

RETAILER’S QUESTIONNAIRE

1) Retailer name:_______________________

2) Address: _______________________

3) Contact person ______________________

3) What are the annual sales of handsets

Number-
Value-

5) What are the annual sales of competitor’s handset (NOS.approx.)?

Brand
Annual
Namesal Annual sales

Hutch
Airtel
TATA
BSNL
Reliance
IDEA
6) Availability of classic handset with retailer

A) Number of colour handset (no.s)

B) Number of black and white handset (no.s)

7) Number of handset sold since the launch of the Classic Dhamaka Scheme.

A) Number of colour handset sold __________

b) Number of black and white sold __________

8) Is the information about the product proposition and classic hungama scheme is made
available to retailer?

Yes No

9) Does customer inquire about colour handsets?

Very Frequently Neutral Less Never

OPTIONS  frequently Frequently
Tick only one relevant check
box (√)

10) If frequently then which specific classic handset does he ask for? Please tick the
appropriate?

HANDSET Classic 361 Classic 231 Classic 632 Classic 761

Tick (√)

None of above________________

Any other handset from above mention then mention here___________

11) Does he try to compare the handset of reliance with competitors?

Yes No
 a) If yes then mark the following:

Bundled colours handsets of competitors Mark the appropriate (√)

Nokia
Motorola
LG
Sony Ericcson
Samsung
Spice
Any other

b) What is the price point customer expect from reliance? Does customer compare the handset
on price point?
Yes____________
No_____________
Any comments------------------------------------

c) What are the feature on the basis of which customer compare the handsets

Features Tick the appropriate (√)

Phone book
Sms to e mail
Auto key guard
Speaker phone
Colour screen
Fm radio
Price point
Proposition

12) Does the customer find the value for money?

(Tick the appropriate √)

Min. (0%) 20% 40% 60% 80% Max (100%)

13) What are the sources from where customer is informed about reliance? You can mark
more than one.

Source of information Tick the appropriate (√)

Print media
Road shows
Hoardings\outdoor
Sms
IVR(interactive voice response system)
Referred by friend\family
Radio spot

SATISFACTION

14) Does the retailer get information on the specified parameters of colour handset?

PARAMETERS TICK THE OPTIONS (√)

Margins
Customer price point
Feature of handset
Scheme on the handset (Classic dhamaka
scheme)
Any other

15) Is he satisfied with the stock available?

Very Very
Level of satisfaction satisfied satisfied Neutral Dissatisfied Dissatisfied
Tick only one relevant
check box (√)

16) Is he satisfied with the product scheme information?

Very Very
Level of satisfaction satisfied satisfied Neutral Dissatisfied Dissatisfied
Tick only one relevant
check box (√)

17) Is he satisfied with the margins on the products available?

Very
Level of satisfaction satisfied satisfied Neutral Dissatisfied Very Dissatisfied
Tick only one relevant
check box (√)

18) Does he perceive that the colour handsets give value for money?

Very
Level of satisfaction satisfied satisfied Neutral Dissatisfied Very Dissatisfied
Tick only one relevant
check box (√)
19) Will he recommend to customers, Reliance colour handsets vis-à-vis competitor’s offerings?

PARAMETERS Always Occasionally Sometimes Rarely Never

Tick only one relevant
check box (√)

20) Any comments on Colour handsets offered by Reliance communication ltd.

Retailer’s comment_____________________________________________

_____________________________________________________________.

Customer’s comment____________________________________________

_____________________________________________________________.

CUSTOMER’S PROFILE

21) What is the purpose of buying a mobile phone by the customer?

PURPOSE OF BUYING Tick the appropriate (√)

2nd phone at home.
Gift to family and friend
Personal use
For assistants and dependents
Others

22) Age Group of the customer

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

Tick only one relevant
check box (√)

23) Approximate monthly income of customers.

Below 5000- 10000- 15000-

INCOME GROUP 5000 10000 15000 20000 Above 20000
Tick only one relevant
check box (√)

24) Occupation of customers.

OCCUPATION Professional Students Service Businessman Others
Tick relevant check
box
(√)

25) What is the percentage of customer who enquires?

a) About colour phone and then do not buy.

Min (0%) ______20%_______40%______60%______80 %______( 100%) Max

b) Whether they buy B\W phones instead Reliance B\W handsets.

0 Yes No

If ‘yes’ then which phone________________________.

 ANNEXURE (2)

‘TOP OF MIND’ AWARENESS

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 ONE(√)

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

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

Tick only one
relevant box (√)

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

Occupation of customer Mark the appropriate (√)

PROFESSIONAL
BUSINESSMAN
SERVICE
STUDENT
ANY OTHER

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

INCOME 5000-10000 10000- 15000- 20000-

GROUP 15000 20000 25000
TICK ONLY
ONE
7) Have you seen an advertisement of any telecom company?

Yes No

8) If ‘YES’ then through which medium have you seen that advertisement? (√) The appropriate

• PRINT AD

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 that you have seen is for which service provided by a telecom co.

SERVICES TICK ANY ONE(√)

POSTPAID
PREPAID
VAS

c) Which elements in the advertisement help you to retain the knowledge about the brand
and its product?

ELEMENTS IN TICK THE APPROPRIATE

ADVERTISEMENT
Creativity of advertisement.

Message Conveyed

Co-Branding

Brand Ambassador

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

Claimed Detailed Proven

recall recall recall
e) Was the advertisement seen by you was giving the clear picture of the message which was
being communicated?

Yes No

TV ADVERTISEMENT

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 that you have seen is for which service provided by a telecom co.

SERVICES TICK ANY ONE(√)

POSTPAID
PREPAID
VAS

c) Which elements in the advertisement help you to retain the knowledge about the brand
and its product?

ELEMENTS IN TICK THE APPROPRIATE

ADVERTISEMENT
Creativity of advertisement.

Message Conveyed

Co-Branding

Brand Ambassador

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

Claimed Detailed Proven

recall recall recall

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

Yes No
• OUT DOOR

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 that you have seen is for which service provided by a telecom co.

SERVICES TICK ANY ONE(√)

POSTPAID
PREPAID
VAS

c) Which elements in the advertisement help you to retain the knowledge about the brand
and its product?

ELEMENTS IN TICK THE APPROPRIATE

ADVERTISEMENT
Creativity of advertisement.

Message Conveyed

Co-Branding

Brand Ambassador

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

Claimed Detailed Proven

recall recall recall
 e) The outdoor advertisement seen by you was in which form?

MEDIUM Hoarding Gantry Traffic BQS Kiosks

signal

Tick only
one

f) Was the advertisement seen by you was giving the clear picture of the message, which
was being communicated?

Yes No

• PROMOTIONAL CAMPAIGNS

a) Which brand’s promotional campaign have you seen?

OPERATORS TICK ANY ONE(√)

A.BSNL
B.AIRTEL
C.IDEA
D.HUTCH
E.RELIANCE
F. TATA

b) Campaigns that you have seen are for which service provided by a telecom co.

SERVICES TICK ANY ONE(√)

POSTPAID
PREPAID
VAS

c) Where you have seen these promotional campaigns?

PLACES TICK ANY ONE(√)

Retail Outlets
Malls
Road Shows
c) Were those campaigns able to communicate the information?

Yes No

d) If ‘No’ then, do you get knowledge about new services and product through retailers?

Yes No
 BIBLIOGRAPHY

 MARKETING RESEARCH

 MARKETING By: - KOTLER & KELLER

 www.trai.com

 www.relianceada.com

 www.businesscoach.com

 www.fastforwardmarketing.com
SUMMER TRAINING COMPLETION CERTIFICATE

TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr./Ms. ______________________________________________

has successfully completed his/her summer training of ___________________ weeks
from _________________ to __________________ under my guidance.

He/She has submitted a copy of project report entitled

“_______________________________________________________________________
_______________________________________________________________________
_____________________________________ and have given a presentation on the
report.

Name & Signature of

Authorized Signatory