TABLE OF THE CONTENT

1. ACKNOWLEDGEMENT.4 2. EXECUTIVE SUMMARY7 3. NEW LOGO8 4. PROJECT TITLE..9 5. INTRODUCTION...... ..10 11 6. ABOUT RELIANCE.12 14 7. DHRUBHAI DREAM15 8. ABOUT RELIANCE INDIA MOBILE16 18 9. VISION OF THE COMPANY..19 10. TECHNOLOGY.20 - 21 11. COVERAGE22 23 12. TARIFF OF RCVs..24 26 13. SERVICES.......................27 - 28 14. HANDSETS.....29 30 15. RELIANCE MOBILE SERVICE.31 16. OBJECTIVE OF RELIANCE MOBILE.32 17. PROBLEM DEFINITION....33 18. NEED FOR STUDY...34 19. RESEARCH OBJECTIVE.......35 20. LIST OF INFORMATION36 21. RESEARCH METHODOLOGY..37 38 22. DATA AND INFORMATION...39

23. SWOT ANALYSIS.40 42 24. DISTRIBUTION SYSTEM...43 46 25. GRAPH AND FIGURES47 53 26. SUGGESTION AND RECOMMENDATION.54 56 27. LIMITATION.57 58 28. CONCLUSION........59 60 29. QUSETIONNAIRE..61 63 30. BIBLIOGRAPHY........64

Executive summary
In December 2002, Reliance Infocomm ushered a digital revolution in India. The company's catch line 'A New Way of Life' reflects the dream of Reliance Founder-Chairman Late Dhirubhai Ambani to place the power of information and communication in the hands of common people at an affordable cost. . The goal of Reliance Infocomm is to progressively expand its optic fiber network and eventually cover 116,000 km, with the ability to seamlessly connect every individual, home, and office in all 640,000 villages and 2,500 towns and cities of India. Reliance Infocomm offers revolutionary data, video and value-added services in the largest and most complex rollout in the global history of information technology and communication. Reliance Infocomm launched a consumer convergence revolution by providing high speed Enternet links to 80 million homes initially and eventually to every home. The Reliance India Mobile service is revolutionalising the mobile experience of Indian consumers 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 and many more. The Reliance India Mobile service is available only on CDMA 2000 1X handsets especially imported by Reliance. These are light, sleek; Java enabled, multimedia ready phones with polyphonic sound, and with features like 3-way conferencing, calls forwarding, in-built phonebook memory, lifestyle features such as organizers, calendars, and world clock and lithium ion battery for long talk time. The Reliance India Mobile service has created a new benchmark in customer acquisition in the communications industry by signing up over one million subscribers in just ten weeks of opening its offer only from 111 cities. Further, Reliance India Mobile has captured nearly 60 per cent of the incremental post-paid market or 25 per cent of the total postpaid segment, all in a matter of just ten weeks. Reliance Industries is the lead investor in Reliance Infocomm. The overall capex for Reliance Infocomm has been estimated at Rs 18,000 crore compared to the initially announced Rs 25,000.The distribution channel work, the customer query and there handset problem, scheme tariff & Plan. The retail outlet which they are selling the RIM products.

Now Reliance India Mobile is Reliance Mobile.

Reliance India Mobile: -

Reliance Mobile

Project Title

In Depth Study of Distribution of Reliance Mobile Company in Ranchi, Feedback from the Market, Market Analysis, Tariff & Plan (Prepaid), Customer Interaction Collect Report of Retail Outlet and about The Company.

INTRODUCTION

1. Introduction
Reliance Group founded by Shri Dhirubhai H. Ambani (1932-2002) is India's largest business house with total revenues of Rs 80,000 crores (US$ 16.8 billion), cash profit of over Rs 9,800 crores (US$ 2.1 billion), net profit of over Rs 4,700 crores (US$ 990 million) and exports of Rs 11,900 crores (US$ 2.5 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 infocom initiatives. Reliance emerged as India's Most Admired Business House. The Reliance Group Companies include: Reliance Industries Limited, Reliance Capital Limited, Reliance Industrial Infrastructure Limited, Reliance Telecom Limited, Reliance Infocomm Limited, Reliance General Insurance Company Limited, Indian Petrochemicals Corporation Ltd. and BSES Limited

About Reliance
The Reliance Group

Reliance grows to a 65,000 crore enterprise, Indias largest private sector company in just 25 years Setting global benchmarks Reliance accounts for 9% of the Governments indirect tax revenues, about 2.3% of Indias capital formation and 5% of the countrys exportsTrack record of implementing global scale projects in record times

The Reliance Groups story is about how a small Rs. one crore entrepreneurial venture grew to become a Rs. 60,000 crore enterprise in just 25 years. An organization where growth is life; which is why today Reliance is among the top ten petrochemical producers worldwide.

And much more. It is 1. The largest private sector group in India accounting for 9% of the Governments indirect tax revenues, about 2.3% of countrys capital formation and 5% of the countrys exports. 2. The company that set up the worlds largest grassroots refinery at Jamnagar in just under 36 months at a cost 30-50% less that that of global undertakings. 3. The company that set up the worlds largest grassroots multi-feed cracker complex. 4. The worlds second largest producer of polyester staple fiber and polyester filament yarn. 5. The worlds largest shareholder family of 5 million. 6. The only Indian company in Business Week's 1994 listing of the 50 largest companies from developing countries. 7. In the reckoning as Indias first private sector company to feature in the Global Fortune 500. 8. Among the world's top 425 companies by turnover, among world's top 300 companies by net worth, among world's top 225 companies by net profits

Our mantra has been to combine the best technology, the best practices and most importantly the best people, from over the world. This has enabled us to establish an enviable track record of implementing global scale projects in record times and at 30-50% capital cost advantage compared to global peer group. Over the years Reliance has developed and institutionalized certain core competencies: relentless pursuit of focused growth, operational excellence, technology absorption and capital productivity. All our businesses bear these hallmarks. As we foray into new customer facing businesses like petroleum refining, telecommunications and Lifesciences we are committed to building customer intimacy skills in the same effervescent manner. At Reliance the mantra is telescopic visualization and microscopic execution 9

Reliance group's business activities encompass all major growth sectors of the Indian economy 1. Oil and gas exploration 2. Refining and marketing 3. Petrochemicals including intermediates

Presence throughout the value chain

30% of the market 4. Textiles share in Indias 5. Power Hydrocarbon sector 6. Telecom
7. Infocomm 8. Information Services 9. Insurance 10. Financial services 11. Life Sciences

2. Dhirubhais Dream 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. 10

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 infocomm would energize enterprises, galvanize governance, make livelihood an enjoyment, learning an experience, and living an excitement.

About Reliance India Mobile

A new way of life

Dhirubhai Ambani had a dream to put the power of information and communications in the hands of the common man, at an affordable cost. At Reliance Infocomm, we are committed to making that dream come true. With Reliance India Mobile the first step we are offering subscribers a unique combination of affordability and quality. To begin with, we are inviting subscribers to make local and STD calls over a next generation wireless network, at a price that is more attractive than current landline rates. Whats more, in addition to superior voice connectivity, our service 11

also includes high speed Internet access and advanced data applications. Reliance India Mobile is Now Reliance Mobile much more than just another mobile phone service. Its an opportunity subscribers just cannot ignore!

Abundant limit for a limited spend

If you think that having a mobile phone means high airtime charges and rising bills think again! Reliance Mobile provides subscribers with abundant talk time at very attractive rates becoming mobile is now easier than ever before! Worried about your STD bill? Get Reliance Mobile and make long distance calls to any Reliance phone in the country at flat, never-before rates! We plan to be present in over 600 cities / towns initially. Our pan-India network will be the most widespread mobile network in the country! And we will expand to the entire landmass of India by 2004. We bring to you CDMA 1X a next generation technology with superior voice quality (less call drops, reduced background noise, minimal interference with other electronic devices) and high speed data capabilities. CDMA is popular with over 135 million subscribers worldwide, with the number increasing exponentially.

Death of Distance Pan India Presence

Superior Voice Quality and Data Capabilities over our next Gen network

The Technology
Global shift to wireless communication What is Wireless technology?
Wireless mobile communication has become more popular in the last few years as compared to wireline communication.

Wireless technology involves the use of radio frequencies for communication. The technology we are going use is the CDMA 1X RTT technology which functions in the 800 MHz frequency band.

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A case for WLL (Wireless Local Loop)

Need for mobility: Wireline communication restricts you to a particular place because the communication device is fixed. On the other hand, in a wireless environment you can carry the access device i.e. the mobile phone. Lower Cost of deployment: Cost of wireless technology deployment is dropping as technology is maturing and volumes are growing. Also, only the cables for the main backbone need to be laid. There is no cost of taking these through the last mile as required in wireline. Lower Operation Cost: Operation cost is also lower compared to wireline communication as there is no additional paying or repairing of cables required. The primary cost is of maintaining the transmission tower and the other network elements which are all indoor and hence the maintenance is not as expensive.

Rapid hookup of subscribers: Getting new users is also easy because rapid hookup of subscribers is possible. It does not involve connecting a cable line from a subscribers home to the exchange. Also there is no additional man power cost for doing internal wiring in a new house. Enhanced performance: Improved voice transmission provides high quality of voice. Wireless technology is also more robust to natural disasters; hence provide a more reliable medium.

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About CDMA

The wireless world is dominated by 2 main technologies: CDMA (Code Division Multiple Access) and GSM (Global System of Mobile communication). CDMA was pioneered by Qualcomm; it works by digitizing multiple conversations and attaching codes known only to the senders and receivers handsets; then it dices the signals into bits, transmits them and reassembles them. Infact, this technology evolved in 1940s and was initially used in the military because coded signals with trillions of possible combinations resulted in extremely secure transmission.

Advantages of CDMA over other technologies

Increased wireless communication security. The cost advantage - cost of the CDMA 1X RTT technology is 1 times lesser than the GSM technology and eight times lesser than the GPRS technology. Capacity Advantage CDMA 1X RTT capacity is approximately 2-3 times more than the GSM capacity. Soft handoff In GSM, there are frequent occurrences of calls being dropped when the user is on the move and shifts from one coverage area to another. This is because of the hard hand-off between the mobile stations servicing the subscriber as he moves. The CDMA handsets can tune into multiple cell sites at the same time. There is constant information about the cell phone fed from the mobile station to the network. This in turn results in both (or more) stations serving a CDMA phone concurrently for some time before the CDMA phone is handed-off by one of these to the other. This is called a Soft Hand Off. This ensures efficient hand offs and reduced dropped calls. Other advantages include: Lower power requirements leading to longer battery life. Faster communication at 144 kbps for example, transmission time for 100 A4 sheets is just 6 seconds! Enhanced voice clarity and quality of WAP and multimedia services such as voice, data, fax, video.

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3. Vision of the company Reliance Mobile 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 Mobile will usher fundamental changes in the social and economic landscape of India. Reliance Mobile 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 programs, 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 Infocomm's 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 educated. Newspapers and magazines would not be required to keep abreast of events. Vehicles and wallets will become unnecessary for shopping. Reliance Infocomm will disseminate information 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 Infocomm. Reliance Infocomm will regularly unfold new applications. Continually adapt new digital technologies. Create new customer experiences. Constantly strive to be ahead of the world. Reliance Infocomm will transform thousands of villages and hundreds of towns and cities across the country. Above all, Reliance Infocomm will pave the way to make India a global leader in the knowledge age.

4. Technology

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Reliance India Mobile is the synergy of information and communication services brought about by the digitalization and convergence. In the fast moving and competitive knowledge era, Reliance Mobile is not only a driver of growth but also competitiveness. Reliance Mobile is revolutionizing telecommunication in India by provisioning services that would match with the leading operators of the most developed countries. These services are the outcome of state-of-the-art network technologies that have been inducted in the Reliance Mobile network. Our network consists of the latest switching, transmission and access technologies. The core of the network consists of fiber deployed throughout the country. Deployed over the fiber media are the DWDM and SDH transmission technologies in ring topology to provide ultra-high bandwidth capacity and failure proof backbone. Besides circuit switched technologies, the backbone also has IP architecture and uses MPLS technology to carry data on an overlay network. In addition gigabit Enternet will provide broadband services on wire line access.

The switching technology deployed in our network is based on a combination of wire line and wireless switches. While state-of-the-art digital feature-rich wire line switches will meet the growing needs of Indian corporate, the CDMA 1X based wireless switches are advanced enough to provision not only quality spectrum efficient voice services but also 144 kbps of data rates besides SMS and MMS services. CDMA 1X provides an in-built connectivity to internet which gives users the power of accessing internet and data services anytime. These switching technologies will enable us to provide high quality of voice and data services to give a new experience to users. The entire network is seamlessly integrated with the deployment of a range of operations and business support systems (OSS / BSS). These systems help make our operations more efficient and customer friendly. In addition, the state-of-the-art NOC helps us monitor our entire network at one place. Call center technologies deployed would help us give the best customer service. Finally, the most important aspect of our services is the range of feature-rich CDMA 1X handsets with wider color display at attractive prices. All handsets are data enabled that will permit users to access our bouquet of services. The technologies will help Reliance Mobile to provide world class telecom services in both voice and data. 16

5. Coverage Network
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Telecommunication networks are the infrastructure for provisioning Reliance Mobile services. All businesses today are dependent on telecom to continue their day-to-day operations. The range and quality of services that can be provisioned is determined by the quality of the network deployed. The Reliance Mobile network consists of 60,000 kilometers of optical fiber cables spanning the length and breadth of India. These cables can carry thousands of billions of bits per second and can instantly connect one part of the country with another. This physical network and its associated infrastructure will cover over 600 cities and towns in 18 of the country's 21 circles, 229 of the nations 323 Long Distance Charging Areas (LDCAs) and broadband connectivity to over 190 cities. This infrastructure will be backed by state-of-the-art information management systems and a customer-focused organization. An interesting aspect of the network is the manner in which these fibers are interconnected and deployed. Reliance's architecture is so fault-tolerant that the chances of failure are virtually nil. Reliance's ring and mesh architecture topology is the most expensive component to implement, but assures the highest quality of uninterrupted service, even in the event of failure or breakage in any segment of the network. Reliance has 77 such rings across the country with at least three alternative paths available in metros. Connected on this topology, the service has virtually no chance of disruption in quality performance. Reliance's objective is to create value for our customers. Reliance will innovate ceaselessly so that state-of-the-art technology can be leveraged to create products and services that are affordable. Access networks determine the services that can finally be delivered to customer. Our network has wireline access technologies based on fiber as well as copper. Fiber in the access network makes broadband services easy to deploy. The wireless access network deployed for CDMA 1X is spectrum efficient and provides better quality of voice than other networks and higher data rates. CDMA 1X also provides an upgradation path to future enhancements.
PAN India network and town coverage.

80,000 kms of optic fibre backbone. Wireless network covering over 2,400 cities/towns, to expand to over 5,700 cities AND 4,00,000 villages by December.

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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

4,300 Base Transceiver Stations (BTSs) across the country, to increase to around 8,500 by December. Network with superior reliability

All this managed from our state-of-the-art national network operations centre in Mumbai.
Circles Andhra Pradesh Bihar & Jharkhand Chennai Delhi Gujarat Haryana Himachal Pradesh Karnataka Kolkatta Kerala Madhya Pradesh Maharashtra & Goa Mumbai Orissa Punjab Rajasthan Tamilnadu Uttar Pradesh (East) Uttar Pradesh (West) West Bengal / Sikkim Union Territories Chandigarh Pondicherry

Sr. No.

Sr. No. 1. 2.

6. Tariffs of RCVs: On Net Plan

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Tariffs

Reliance Mobile Reliance Fixed Local Other Mobiles Other Fixed Night Calling Reliance Phones STD Other Phones Reliance Mobile Local Calls Reliance Fixed While Roaming Other Mobiles Other Fixed STD Calls Reliance Phones Other Phones While Roaming Incoming Calls While Roaming Rs. 1.79 Rs. 1.79 * From 10PM - 8AM to Local Reliance India Mobile Phones only Recharge Voucher On Net Plan Admin Fee Talktime Rs. 85.10 Rs. 110.00 Rs. 170.20 Rs. 220.00 Rs. 174.18 Rs. 275.00

Rs. 215 / 430 Rs. 0.40 Rs. 0.40 Rs. 0.80 Rs. 1.20 Free Rs. 1.79 Rs. 2.49 Rs. 0.80 Rs. 0.40 Rs. 1.79 Rs. 1.79 Rs. 1.79 Rs. 2.49

Rs. 495 Rs. 0.15 Rs. 0.40 Rs. 0.80 Rs. 1.20 Free Rs. 1.79 Rs. 2.49 Rs. 0.80 Rs. 0.40 Rs. 0.80 Rs. 1.20 Rs. 1.79 Rs. 2.49

MRP Rs. 215 Rs. 430 Rs. 495

Validity (Days) Rs. 14 Rs. 30 Rs. 30

Life Time Validity Plan Tariffs Local STD Reliance Phones Other Phones Reliance Phones Other Phones Rs. 1.99 Rs.1.99 Rs.2.99 Rs.2.99

All calls while roaming are charged @ Rs. 3.99

MRP Rs. 995

Recharge Vouchers Life Time Validity Plan Admin Fee Talktime Validity (Days) Rs. 852.90 Rs. 50.00 Life

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Local STD

Freedom Plans Tariffs Reliance Phones Other Phones Reliance Phones Other Phones

Rs. 0.99 Rs. 1.79 Rs. 1.79 Rs. 2.49

Home Tariffs apply for all outgoing calls while roaming. Incoming calls @ Rs. 1.79

Recharge Vouchers Freedom Plans MRP Admin Fee Talktime Validity (Days) Rs. 149 Rs. 135.21 Rs. 0.00 30 Rs. 165 Rs. 75.73 Rs. 74.00 14 Rs. 200 Rs. 131.49 Rs. 50.00 30 Rs. 330 Rs. 150.45 Rs. 149.00 30 Rs. 550 Rs. 150.45 Rs. 349.00 30 Rs. 1100 Rs. 150.00 Rs. 848.00 60 Rs. 995 Rs. 602.90 Rs. 300.00 180 Rs. 3300 Rs. 150.00 Rs. 2845.00 365 Recharge Voucher 1 INDIA MRP. Rs. 75 Rs. 275 Rs. 900 Rs. 1,100 Admin Fee Rs. 28.06 Rs. 64.55 Rs. 251.70 Rs. 248.19 Talktime Rs. 40.00 Rs. 185.00 Rs. 565.00 Rs. 750.00 Validity (Days) 1 7 30 30 Tariffs. Local / Intra Reliance Rs. Rs. 0.40 Rs. 0.40 Rs. 0.40 Circle Phones Other Phones 0.40 Rs. Rs. 1.00 Rs. 1.00 Rs. 1.00
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Reliance STD Phones Other Phones

1.00 Rs. 1.00 Rs. 1.00

Rs. 1.00 Rs. 1.00

Rs. 1.00 Rs. 1.00

Rs. 0.40 Rs. 1.00

7. Service Prepaid Pick your colour Ab har koi mobile! 1INDIA Jeevan bhar ka saath Prepaid Tariffs E-Recharge SMS Top-up card Get Started Kit Online Recharge

Roaming Value Roaming

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Reliance World Roaming Calling Cards Reliance World Card Reliance India Card

Handsets Handset Change Card Accessories Service Center International Roaming Voice Mail Call Waiting Call Hold Call Divert International SMS Reliance World SMS Services

Overview

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Other Ringtones Other SMS Services

8. Handset (KABHI MOBILE KABHI COMPUTER):

Black and White Handsets Current handset models

Old handset models

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Color Handset Current handset models

Old handset models

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9. Reliance Mobile Service Reliance Mobile 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 Mobile service will be available only on CDMA 2000 1X handsets specially imported by Reliance. These are light, sleek, Java enabled, multimedia ready phones with polyphonic sound and with features like, call forwarding, in-built phonebook memory, and 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. The Reliance Mobile 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.

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10. Objective of Reliance Mobile

Reliance Mobile has been designed on a very simple principle. Worlds best customer experience delivered through global competencies, pioneering technology and state-of-the-art customer centric systems and processes Reliance Mobile mission of changing lives across India implies a nationwide presence and a dream of helping people create, transfer and apply knowledge challenged to bring together contemporary communication technology from across the world. Reliance operations are spread across 673 cities and span a host of services. To deliver their Vision, they organized around the business of wireless, wire line, wholesale, and the web world and village telephony. Reliance network organization manages a state--of-the-art-network to deliver all our products and services. Different work centers like Engineering, Internet data centers, Billing and Collection centers, Systems and Application centers in ERP, CRM, OSS billing, revenue assurance and functions like Commercial, Finance, HR and IT support our Businesses. Reliance manages this integrated diversity by operationalising their values and leading with Trust.

Reliance believes the following attributes define future Leadership in Reliance.

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Customer centricity Initiative and an attitude of ownership Passion for excellence and ability to energize Problem solving and an innovative "can do" mindset Entrepreneurship and stretch

Today Reliance Mobile offers challenging assignments and career opportunities to Engineers, MBAs, Telecom Network and IT specialists, Profit Center Heads as also young professionals.

PROBLEM DEFINITION: Study of distribution channel of Reliance mobile. The study will be done mainly to find out about the distribution channel and system for distribution. To find the problem or limitation of Reliance Mobile in distribution of product.

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NEED FOR STUDY: As marketing is the heart of all activities of any company and distribution system act as a blood for the company. All other units are which is involved in manufacturing and providing services but marketing deals with identify and satisfy the need of the customers. Sales and distribution generates revenue. Revenue helps the company to stand in the market. All other department in an organization is sources for expenditure but sales are the only department in an organization which generates revenue. The importance of sales and distribution cannot be ignored. Reliance Mobile is the leading company in CDMA in Telecom Industry so I decided to study its distribution system.

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RESEARCH OBJECTIVE: Sales and Distribution strategy of company. Product and Services provided by the company. To know the effectiveness of the Distribution channel of the company.

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LIST OF INFORMATION: To find out the Distribution channel. To find out the Product and Services of the company. To find out the Schemes offered by the company. TO find why the Schemes changes so frequently? To find out the problem faced by the Companys person, Distributors, Retailers and Distributor Sales Representative (DSR).

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RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY In our research we adopted preliminary research followed by exploratory research for discovering ideas and new insights into the problem and formulating it for more precise investigation after a proper definition of research problem. The type of research used was conclusive and to find out the possible solution and objective by attaching the list of information required. Under conclusive research descriptive research design is taken up proper analysis of market and the mode of operation followed by distribution channel. Interviews through unstructured questionnaire were administrated to get detailed information.

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DATA AND INFORMATION SOURCES

1. PRIMARY SOURCES 2. SECONDARY SOURCES 1. PRIMARY SOURCES: COMPANIES PERSON DISTRIBUTOR DSR (DISTRIBUTOR SALES REPRESENTATIVE) RETAILERS 2. SECONDARY SOURCES: RELIANCE TEACHING GUIDE BOOK RELIANCE MAGAZINE ENFORCE

PRIMARY DATA: - Primary data are those data which is collected for the first time and no else would ever collected before. Example by observation, practice etc. SECONDARY DATA: - Secondary data are those data, which is not collected for the first time. These are available in Reliance Magazine Enforce, its website: - www.reliancegyanmandir.com / www.relianceinfocomm.com etc.

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SWOT ANALYSIS

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SWOT ANALYSIS: STRENGTH: - Reliance Mobile is the leader in CDMA. It has large network coverage. Its customer base is very large. It has wide range of Mobile phones. Wide range of RCV, E- Recharge facility, Life time as well as Chhota life time, Special Tariff Vouchers and one India Plan. One more thing it provides sets at very low price.

WEAKNESS: - People can easily change the Mobile phone but there is lack of communication or communication gap. Many people think that if they will buy reliance phone they will trap and they will have to use this phone forever. Very big weakness is, there is very poor supply of RCV (Recharge Voucher) and lots of problem is in E-Recharge service. Frequent change in schemes also creates problem also lack of communication like; if any schemes change Retailers couldnt know the new one and sells on the basis of last scheme.

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OPPORTUNITY: - By improving Service and Battery Backup company can attract more and more customer. By paying more attention to the rural area Reliance Mobile can get more customers because there is lack of competition. By improving Service of E - Recharge and making available to each and every retailer which in turn will increase the Revenue of the company because it will reduce RCV Printing, Transportation and extra cost. By increasing companys person visit to each and every retailer and organizing party for retailers, Distributors as well as DSR which will motivate them and make them feel that they are also a part of the company.

THREATS: - Lots of competition in the market both from CDMA and from GSM Service which is in try to get market share of Reliance Mobile. Poor supply of RCV and bad Service of E Recharge, improper communication of schemes, because of these problems retailers are being demotivated to sale Reliance Mobile products because they face problem and have to suffer some losses.

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Distribution Channel: Distribution means to distribute, spread out or disseminate. In the field of marketing, channel of distribution indicate routes or path way through which goods and services flow, or move from producer to consumer. We can define formally the distribution channel as the set of marketing institution participating in the marketing activities involved in the movement or the flow of goods or services from the primary producer to the ultimate consumer. Marketing institution considered as channel component are: 1. All kinds of merchant middlemen, such as wholesalers and retailers 2. All kinds of agent middlemen such as commission agent, broker, warehouse keepers and so on. 3. All other facilitating agencies, such as common carrier, banker, advertising agencies and so on. Channel of distribution are best understood as alliances of various marketing institution performing specific marketing function. We have five important marketing function performed by marketing institution in the machinery of distribution: 1. The searching out of buyers and sellers, (contacting). 2. Machine of goods to the requirement of the market (merchandising) 38

3. Persuading and influencing the prospective buyers to favors a certain product and its sponsor (Promotion). 4. Pricing the product or service in such a manner that it is acceptable to the buyers and it can insure effective distribution. 5. Transport and warehousing of goods at each stage in the process of distribution (Physical Distribution).

Transportation of Handset & RCV All the Handset & RCV (Recharge Voucher) comes by Airways from Mumbai head office to Kolkata, and by Roadways it reaches Ranchi. The warehouse of Reliance Mobile in Ranchi is situated near Booty More, Ranchi. From the warehouse goods are supplied to Distributors and to the Web World. Through DSR (Distributor Sales Representative) Distributors supply goods to the Retailers and finally through retailers and Web stores the handset and RCV Reaches to ultimate customers. Distributor gets 1.5% in RCV and commission on Handset is according to the Handset + schemes offered by the company. retailers get 3.5% commission on RCV & commission on Handset is according to the Handset + schemes {OTAF (Over The Air Function)}.

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Distribution Channel of Reliance Mobile

1. 2. Direct Marketing Marketing through Middle men

1. Direct Marketing: - Reliance Mobile has opened its own retail outlet in each and every city of India i.e. Web World. As retailing is emerging as the biggest industry in the world so Reliance Mobile is also interested to serve the customer directly through the Web World. In Ranchi there are Web World : a.) b.) Web World Hari Om Tower, Ranchi Web World Ranchi Club Complex, Ranchi.

And there is also Three Web World Express. 2. Marketing through Middlemen: - Second distribution channel followed by Reliance Mobile through Distributor, Retailers to serve the ultimate customer. There are Two distributors in Ranchi: 1. Shagun Enterprises Mobile everyday. Address: - 9 Sahu Colony, Jalan Road Upper Bazaar, Ranchi.

There is Seven DSR in Shagun who deliver goods to each & every Retailers of Reliance

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2.

Vinayaka Ventures, Mobile everyday.

Address: - 205 Mahavir Tower Main Road, Ranchi

There is Six DSR in Vinayaka who deliver goods to each & every Retailers of Reliance

Under these two distributors there are 180 Registered Retail outlets, but they serve approx 300 Reatil outlets.

DISTRIBUTION CHANNEL OF RELIANCE MOBILE: -

RELIANCE MOBILE

WEB WORLD

DISTRIBUTORS

RETAILERS

CUSTOMERS

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42

Name of retail outlet Mahal Communication Mobile Care Deepak electronic Barsa electronic Riddhi sidhi Hot line Mobile world Raj store Santi store Mobile Repair Gupta tex Polymed Radhika your choice Aashirwad Manjula Enterprises Hello point Teleworld Neha Bhandar Prakash General Store Deep gn store

Address Main Road Main Road Main Road Rospa tower Colombia ent. Ovrbridge Birsa bus stand Ovrbridge Main Road H.B.ROAD Tharpakna Tharpakna Lalpur Lalpur Lalpur kokar kokar kokar Bariatu Bariatu morabadi

Merchandisin g ok ok good good

Issue RCV & E Recharge & Activation Prob RCV Prob. RCV & Activation Prob. RCV Prob. RCV Prob.

Sales Pmt Good Ok Ok Avg

Stock

Glow Signboard

Remarks Good Good Good Avg Avg Avg Avg Avg Avg Good Good Avg Avg Avg Avg Good Avg Avg Avg Good Good

12 Provided 4 Provided 10 Provided 11 provided 8 Provided 6 Provided 5 4 6 4 12 4 4 2 0 Provided Provided Provided Provided Provided Provided Provided Provided Provided

good avg avg avg good good good good good good Poor good avg avg avg avg avg

RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV & Activation Prob RCV & Activation Prob. RCV Prob.

Ok Ok Ok Avg Avg Avg Good Avg Ok ok Poor Avg Avg Avg Avg Avg Avg

6 Provided 3 Provided 2 Provided 2 Provided 2 Provided 3 Provided

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Unique communication Icon service Amba ent. N.sales Narayan medical shyam store prakash store comm. Solve G.s.store Santi store smati Nishant medical kamala housing mill Deep gn store Mobile Plaza Manisa electronic Food point Digital div Simran store mannitex konar hotel maa vaishnav sanjay anmol jaisree shoppe Hot & Cold line Rajesh ent. Kumar ent. Hotlips

upper bazar upper bazar upper bazar ratu road ratu road kanke road Kanke road Kanke road Kanke road Kanke road Main Road morabadi kachari road morabadi Kutchary Chowk Chutia Chutia station road station road station road station road station road Chutia Chutia Main Road Main Road pahadi mandir ratu road ratu road

good good good good avg good good good good good good good good good good good good good good good good good good good good avg good good good

RCV & Activation Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV, Activation & E- Recharge Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob. RCV Prob.

Avg Avg Avg Avg ok Poor Avg Avg Avg Avg Avg Avg Avg Good Good Good ok ok Avg Avg Avg Good ok Avg Avg Avg Avg Good Good

6 5 3 2 3 2 4 2 2 5 2 2

Provided Provided Provided Provided Provided Provided Provided Provided Provided Provided Provided Provided

Good Poor Good Good Avg Avg Good Good Avg Avg Avg Avg Good Good Poor Good Avg Poor Avg Poor Poor Good Good Good Good Good Poor Good Good

8 Provided 5 Provided 5 2 2 2 1 1 2 3 2 2 3 3 Provided Provided Provided Provided Provided Provided Provided Provided Provided Provided Provided Provided Provided

1 7 Provided 1 Provided

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Naveen store Kadambary Ruchika Mama Phonix Vijay Store Jyoti Medical Deepak Electr. Khendalwal Store Guddu Gn. Store Pall Hello Center R. Help Line Shree Durga Garment Maa Jagdamba Bhandar S.S. Entrp. Sarnam Design Network Ginni Entrp. Saurabh Store Needs Gn Store Sweetex

Circular road Circular road Lalpur Ormanjhi Ormanjhi Ormanjhi Vikash Vikash Vikash Ormanjhi Bariatu Bariatu Bariatu Ratu Rd. Ratu Rd. Ratu Rd. Ratu Rd. Ratu Rd. Ratu Rd. Itki Road

RCV Prob. good Avg Avg. Avg. Avg. Good Avg. Good Good Good Avg. Good Good Good Good Good Good Good Good Good RCV & EReachrge RCV & EReachrge RCV RCV RCV & E Recharge RCV & Activaiton RCV RCV & Activaiton RCV RCV & Activaiton RCV & Activaiton RCV & Activaiton RCV & Activaiton RCV & Activaiton RCV RCV RCV RCV RCV & Activaiton Good Avg. Good Ok Ok Ok Ok Ok Ok Ok Ok Ok Ok Ok Avg Ok Good Ok Ok Ok 2 4 5 8 7 4 3 2 Provided Provided Provided Provided Provided Provided Provided Provided Avg Avg Avg Avg Avg Avg Avg Poor 10 Provided 5 Provided 8 Provided 2 Provided 1 Provided 3 3 2 2 1 15 Provided Provided Provided Provided Provided Provided Good Avg Good Avg Avg Avg Avg Avg Avg Avg Avg

3 Provided

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DATA COLLECTED BY RESPONDENTS

1.

Retailer View about Reliance Mobile Product & Service

8% 14% 17% 46% EXCELLENT VERY GOOD GOOD FAIR POOR

15%

2.

Customer Satisfaction-RIM Customer Product & Service

7% 4% 29% 25% EXCELLENT 35% VERY GOOD GOOD FAIR POOR

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3.

Want to Continue Reliance Mobile Handset & Service

17% 2% 10% 30% 41% EXCELLENT VERY GOOD GOOD FAIR POOR

4.

Sales Promotion
EXCELLENT 45% VERY GOOD GOOD FAIR 22% POOR

11% 22%

0%

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5.

Demand of Reliance Mobile in comparision of its competitors: DEMAND IN THE MARKET

50 40 30 20 10 0 1 TATA INDICOM BSNL

RELIANCE MOBILE RTL (SMART) AIRTEL

6.

MARKET SHARE IN JHARKHAND

60 50 40 30 20 10 0 1

RELIANCE MOBILE RTL (SMART) AIRTEL BSNL TATA INDICOM

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7.

PROBLEMS IN RELIANCE MOBILE

80 60 40 20 0 E - RECHARGE PRICE PORTECTION AVAILABILITY RCV

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SUGGESTION AND RECOMMENDATION

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SUGGESTION AND RECOMMENDATION: 1. There should be regular visit of companys person to Retails outlets. To check the performance of Distributor and DSR. 2. There must be proper communication channel, by SMS or any other way company should convey the schemes, OTAF and other changes to each and every retailer. All the information should be crystal clear to every one. 3. There should never be poor supply of RCV and E Recharge, as in prepaid only RCV and E Recharge is the source of revenue for the company. So company must pay special attention on it and the availability of RCV never gets shortage. 4. Retailer should not face problem in activation because customer are fully dependent on retailer and if activation will be fast then customer will be happy. 5. E Recharge service should be improved. Recharge should be done within few minutes (fast) and instant balance should be shown to the retailers. 6. There should be more visibility inside the retail outlet. Poster and pamphlets of new schemes should be available in every outlet. 7. Company should focus on expansion of retail outlets and DSR should always in hunt of new retail outlets. 8. Distributor should increase because the area is very big for two Distributors.
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9. Since the area of each Distributor is big so the number of DSR should be increase so that they could serve the area better. Companys person was interested in gathering problems through market but they were least interested in solving them.

52

LIMITATIONS

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LIMITATIONS: 1. Time and Money factor are the major constraints in research. 2. It is impossible to contact each and every retailer. 3. We have to stick with the data given by employees. 4. Retailers information may be bias towards other companys or may have some personal problem with DSR or Distributor. 5. There was no place for sitting in the office for us.

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CONCLUSION

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Conclusion
There is a famous saying Knowledge is not complete until and unless theory is not backed by practical knowledge the completion of this project has providing me an

opportunity to match the same i.e.

Vestibule knowledge

with actual this project work then provided a bridge to shorten the gap between these two aspects. Marketing management is a complex discipline it requires constant vigilance of both internal and external

environment factor. Internal factors can be controlled easily but external cant be. It has to be assessed optimally to get the best. Thus it makes essential for a person associated with marketing management to have a god insight of the practical aspects. Reliance has provided a platform to sharpen my skill and knowledge and the customer interaction everyday it learns to continue learner, never end of learning.

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QUESTIONNAIRE
NAME: NAME OF THE RETAIL OUTLET: ADDRESS: PH.No.: MOBILE No.: -

1. DO YOU SELL RELIANCE MOBILE PRODUCTS? YES NO

2. WHAT IS THE NAME OF YOUR DISTRIBUTOR AND DSR? PLEASE SPECIFY: -

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3. BESIDES RELIANCE MOBILE HOW MANY COMPANIES PRODUCT DO OYU SELL? i) iii) RTL (SMART) BSNL ii) iv) AIRTEL TATA INDICOM

4. HOW IS THE DEMAND OF RELIANCE MOBILE PRODUCTS? i) iii) VERY GOOD AVERAGE ii) iv) GOOD POOR

5. WHICH SERVICE GIVES YOU MORE SATISFACTION? i) iii) TATA INDICOM 6. BESIDES RELIANCE MOBILE HOW IS THE DEMAND OF OTHER COMPANIES PRODUCT? PLEASE RANK 1 3 (1 MORE THEN RELIANCE MOBILE, 2 EQUAL TO RELIANCE MOBILE & 3 LESS THEN RELIANCE MOBILE) i) RTL (SMART) ii) AIRTEL iii) TATA INDICOM iv) BSNL 1. 1. 1. 1. 2. 2. 2. 2. 3. 3. 3. 3. RELIANCE MOBILE BSNL ii) iv) AIRTEL RTL (SMART)

7. EITHER YOUR DEMAND IS BEING FULFILLED BY YOUR DISTRIBUTOR OR NOT? YES NO

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8. WHAT KIND OF PROBLEM YOU ARE FACING IN RELIANCE MOBILE PRODUCT? i) ii) iii) iv) AVAILABILITY RCV E RECHARGE PRICE PROTECTION

9.

BY WHICH SOURCE YOU GET INFORMATION ABOUT SCHEMES OFFERED BY RELIANCE MOBILE? i) ii) iii) iv) v) COMPANIES PERSON DISTRIBUTOR NEWS PAPER TELEVISION OTHERS

10. WHICH FACTOR INFLUENCE / MOTIVATES YOU TO SELL RIM PRODUCTS. PLEASE RANK ACCORDING TO THE PREFERENCE. COMPANIES PERSON DEMAND OF PRODUCT PRICE OF PRODUCT OTAF SCHEMES OF PRODUCT SERVICE OF PRODUCT AVAILABILITY OF PRODUCT

YOUR COMMENTS: -

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DATE: PLACE: SIGNATURE

Bibliography

www.google.com www.reliancemobile.com www.relianceinfocomm.com www.indiainfo.com www.comverse.com Reliance web world Hari-Om Tower, Ranchi Reliance Web world Ranchi Club Complex Reliance infocomm brochure & Tariff Business world magazine Business week magazine Employees Philip Kotlers (Marketing Management)

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