PROJECT REPORT ON

“RELIANCE COMMUNICATION’S NETWORK

EXPANSION AND SALES PROMOTION”

FROM THE STUDENTS OF

INSTITUTE OF MANAGEMENT STUDIES, DAVV

INDORE

IN PARTIAL FULFILLMENT OF REQUIREMENT FOR THE AWARD OF

DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

SUBMITTED TO: SUBMITTED BY:

MR.HIMANSHU AKASH SADORIYA

RELIANCE COMMUNICATIONS

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 INTRODUCTION

Looking back, looking forward

Reliance – Anil Dhirubhai Ambani Group, an offshoot of the Reliance Group
founded by Shri Dhirubhai H Ambani (1932-2002), ranks among India’s top
three private sector business houses in terms of net worth. The group has
business interests that range from telecommunications (Reliance
Communications Limited) to financial services (Reliance Capital Ltd) and the
generation and distribution of power (Reliance Infrastructure Limited).

Reliance – ADA Group’s flagship company, Reliance Communications, is

India's largest private sector information and Communications Company,
with over 100 million subscribers. It has established a pan-India, high-
capacity, integrated (wireless and wireline), convergent (voice, data and
video) digital network, to offer services spanning the entire infocomm value
chain.

Other major group companies — Reliance Capital and Reliance Infrastructure

— are widely acknowledged as the market leaders in their respective areas of
operation.

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 EXECUTION SUMMARY OF TRAINING

It is a great opportunity to work and have training with Reliance

Communications. The company is country’s one of pioneers in telecom
industries after govt. companies.

We being the students of MBA learnt a lot in the field of telecommunication

especially in the field of Network Expansion and Sales. These two fields have
been core areas to understand that how the work of network expansion is
done. What are the factors taken into consideration? Like the geological
change, the potential customer availability, with have an equivalent ratio to
meet the cost of machinery installed and expected revenue from that area.
Whereas in the sales sector we got to know that how the sales is done and
having the brand name and product to sale then how to convince and explain
about the various products of broadband. The workings have been explained
in detail hereafter.

Network Expansion: In this field the main work was to find the basic
required elements that are necessary for the expansion of wired line and
broadband availability with installing a DLC. And finding the place from
where the maximum area can be covered for future Reliance customers.
Another object of network expansion was also those where the availability of
company’s broadband line is not reached and there is the demand and
requirement for the broadband line then get the area survey and install the
DLC for the availability.

The process we followed for Network Expansion:

• Identify the area

• Mapping the area

• Data collection

• Preparing the excel sheet with potential customers

• Uploading these data

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 • To take decision whether install the DLC or not

Identify the area: In this, first we were given the maps of those areas where
company is considering installing the DLC. The areas are those which were
not so developed like area was empty and not many people used to live there.

The areas were identified and distributed to us to work in groups to cover

those areas.

For example we were given eight areas

1. a

2. b

3. c

4. d

5. e

Mapping the area: As the areas were identified the next work was to relocate
those empty places which were empty in earlier maps. We were given the
maps of the areas of 2001.The maps taken in 2001 showed a few
constructions and living people there while we had to go over those places
and make the new maps. And those maps were filled by street by street and
how many houses are there in a line and how many people are living there.
Filling those empty plots in old maps which were not there at that time and
sketching a new map of the area.

Data Collection: The next work after mapping was the data collection while
we were drawing those maps going to those areas we gathered other
information. Like in a street how many houses are there, their addresses and
someone is living there or not. The houses are single storey of double and if
there are apartments or complex then how many houses and family living

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there. Collecting all these data house by house, street by street and noting
down in a note book.

Preparing Excel Sheet: After noting down all the data required the next
process was to prepare an excel sheet with categorizing and making a proper
table. The format of the sheet was as

Serial No. Address G+ Delt

As the first column of the table is serial no. and these are given to houses as
they have been marked in the map. For example in the map, the first house in
the first street has been marked 1 then 2, 3, 4 up to the last house of the street
till all the serial no. are given to the last house of the last street. The second
column stands for the address of the house according to the serial no. given.
The column is calculating it storey from ground level. If house is single
storey then writing it as G+1, if double and triple storey then G+2 and G+3
likewise. The fourth column was to estimate the target customer like if in one
apartment there is three storey and 12 flats then there would be living 12
families, then writing it down 12 as in the fourth column.

Uploading the Data: The next step in the process is uploading to the systems
of the company. As the excel sheet is prepared, the data is uploaded in a
particular software which is specifically designed for this network expansion
work only. The entry is done feeding each house with its information to the
software and the whole data is uploaded.

Taking the decision: When all the process is done of uploading data the final
decision is taken whether the DLC has to install in that area after the
calculation. The calculation is made out through all potential customer

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analysis that there are approximately 200 houses or families and customers to
be half of it and the revenue from these customers to be in equal ration to the
cost of the machinery.

The achievement in Network Expansion.

For the network expansion we had been given eight areas.

We were divided in the team of four and there were total three teams

The areas covered by us: Total No. of Houses

1. Vigyan Nagar 196

2. Mahesveri Nagar

Sales and Promotion: After the work of Network Expansion the next
work for us in the project was the sales and promotion of the broadband and
landline connection. In this also we worked in groups and we were given
certain areas where we had to do cold calling. In the given market like City
Centre we had to visit each and every shop and explaining them the
broadband and landline products and various plans. And if somebody is
interested inform the officials and later they try to convert them into
consumers of RCom.

The process we followed in Sales and promotion was

First we were given markets for cold calling and instructed to go in groups.

There we visited each and every shops and offices one by one.

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As entering a shop or office we asked them the landline of which operator
they are using. If they said they are using the landline or broadband of RCom
then to ask them which plan they are using.

If any better plan and upgrade option is available for them according to their
use then explain them about it. And if they like it then inform the senior
officials.

If they are not using the connection of RCom then explain them the various
broadband and landline plans with schemes attraction. And with comparative
analysis as all the plans of RCom are cheaper and profiting as compared to
other competitors’. If they are convinced to consider for opting RCom’s
product then inform the senior officials.

There were customers who earlier used to have RCom’s connection but not
using the other competitors’ service then asking the reasons and again trying
to convince them for RCom’s services.

The Achievements in Sales and Promotion:

The key achievement is sales was that we were in a group of four to visit
market.

The areas given us to visit:

1. City Center

2. Anand Bazaar

3. a

When we were doing the sales work in the Anand Bazaar. We convinced a
builder who was making an apartment to install our company’s landline
connections in each flat for the total flats of 44 in the apartment. He was
convinced and agreed on installing 44 RCom’s landline connections to his
apartment. Soon after this we informed our in charge for sales Mr. Kishan
Sahu later he dealt with the builder for the connections.

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FINDING AND SUGGESTION:

Working under the project we learnt various things about the working
mechanism of RCom and its network expansion and sales and promotion.
How the management works here and if any problem comes how the problem
is sort out and how the targets are achieved in sales.

RCom is India’s one of the major telecommunication company. It is market

leader in CDMA segment and giving tough competition in other segments
like GSM, Landline, Broadband, DTH and IPTV and no. of various other
services. The telecommunication industry is full of growth and opportunity
where in India the population over 1 billion and economic growth over 6%
and being one of the major economies of the world. There is lot of
opportunity for growth in the telecom sector. Thus the future growth of
RCom is higher and it is giving a tough competition to its main competitor
Airltel in landline and broadband segment.

And to compete and forecasting the future opportunities, any company make
policies, plans and strategies to do better in near future and capture more and
more market. So does Reliance Communications; they have their plans for
future to grab and acquire more market and be the market leader. According
to that they have their expansion plans in terms of capital expansion, network
expansion, business expansion, profit maximization, sales increase,
presenting new services and products and various other objectives.

Here we worked mainly on Network Expansion and sales promotion. It has

been a great opportunity to have training in this esteemed organisation and
understand how they work on these segments. For instance the company has
surely made an objective that this year by this time their network has to be
expanding from this level to target level or having their network from these
no. regions to targeted regions. And to achieve this network expansion they
follow certain sets of procedures like where they can have maximum number
of customers and when other competitors are not there and expanding their
along with where the demand of company’s services.

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In sales, visiting the customers and explaining them the various services,
products and facilities and convincing them to purchase them. When
executives go to market how they have to behave and what kind of behaviour
they face when they meet customers. Handing the brand image of Reliance
and the problem they face while introducing services to people and knowing
that where the products and services lack as compared to other competitors.

The company needs to improve in customer care services and resolving

customer care problem quickly and effectively and satisfying them.

SUGGESTIONS:

As the company have the brand image in the market they are given respect in
terms of being from the family of countries biggest business families.

RCom has its most of its products and services economical and having lower
prices than the prices being applied by other competitors but where company
find its problem after sales service. When a customer has converted into
consumer they become the valuable customers for the company. They ask for
better and fast service this where company needs its improvement.

As we did sales in the market, most of the customers’ opinion was that
company is having problem after sales services as some of them were old
customers of the company. The reason for discontinuing RCom services was
that their problems were not being solved in time which is very much needed
to keep customers with the company. Here company needs to improve in
customer care and solving their problem very fast and within committed time
given to customers.

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CONCLUSION:

At the end in our research we can conclude that it was very great experience
to work and have training. We get to learn so many things as we could not get
in any other telecom company for training. RCom provides challenging work
environment. In project we got information about how network expansion is
done and in sales how to present company’s service and convince. Along
with the suggestion the company needs it attention in better customer care
and problem resolution. At last in such a growth in telecom sector the
company has very bright future and a prominent market value according to its
name and vision of Sh. Dhirubhai Ambani.

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