Dr. U.C. Sharma. Mrs. Divya Sadika. Date:-

Transcription

1 Marketing strategies of tele.services providers a comparative study of reliance communication and tata teleservices Signature of Supervisor Name of Supervisor. Dr. U.C. Sharma Signature of Candidate Name of Candidate Mrs. Divya Sadika Date:-.

2 RELIANCE COMMUNICATION Reliance communication (formerly Reliance Infocomm), along with Reliance Telecom and flag telecom is part of Reliance Communications ventures (RCOVL). Reliance Infocomm is an Indian telecommunication company. It is the flagship company of the Reliance -Anil Dhirubhai Ambani Group. It uses CDMA 2000 X 1 technology. Reliance Telecom operates GSM combined they are Indian largest mobile operator. At present, Reliance Telecom's GSM cellular services are available in 340 towns within eight circle footprint. Reliance CDM/\ Services are available in 19 states and cover about 65% of the country. Reliance Mobile (formerly Reliance India Mobile) launched on 28 Dec Dhirubhai Ambani's 70tht birthday, was among the initial initiative of Reliance Communication Dhirubhai dreams ushering in a digital revolution in India by bringing affordable means of information and communication to the doorstep of India's vast population.

3 TATA TELE SERVICES Tata Teleservices limited (TTSL) is part of the Tata group of companies, an Indian conglomerate. It runs the brand name Tata Indicom in India in various telecom circles of India. The company forms part of the Tata group's presence in the telecommunication industry in India, along with Tata Teleservices (Maharashtra) Limited (TTML) and VSNL. TTSL was incorporated in 1995 and was the first company to offer CDMA Mobile Services in India, specifically in the- state of Andhra Pradesh. In Dec. 2002, the company acquired the erstwhile hugnes Telecom (India) Ltd., which was renamed Tata Teleservices (Maharashtra) Ltd., with the total investment of Rs. 19,924 crore, Tata Teleservices hascreated a pan India presence spread across 20 circles. Having pioneered the CDMA 3G l x technology platform in India, Tata Teleservices has established a robust and reliable 3G ready telecom infrastructure that ensure service quality. Tata Tele services serve over 21 million customer in more than towns. The company which heralded convergence technologies in the Indian Telecom Sector is today the market leader in the fixed wireless telephony market with a total customer base of over 3.8 million.

4 VSNL (VIDESH SANCHAR NIGAM LIMITED) VSNL, India's leading international telecommunication service provider was incorporated oil March 19, 1986 to take over the activities of time erstwhile overseas communication services (OCS) with effect from 1 April, Since the privatization of company in Feb, 2002, the Indian government owns approx. 26% of VSNL equity and Tata group about 45% and the balance is held between various overseas equity holders. services. The company has been the premier provider of international voice and data VSNL is also the market leader in providing international 1PLC and frame relay services in India.

5 SELECTION OF TOPIC In the ancient time, to convey the message we used telegraphs. This process completed in a long time. Now telecommunication made it earlier than that. In 1990's the telecom sector wav; opened up by the government for private investment as a part of liberalization - privatization - globalization policy. Many private operators successfully entered the high potential Indian telecom market such as Reliance communication, "Tata Teleservices, Bharti etc. Reliance has brought revolution in telecommunication sector. It offer complete range of telecommunication services covering mobile and fixed line telephone including national and International long distance services. Tata Teleservices was incorporated in TTSIL was the first to launch CDMA Mobile Services in India. Its Services include Mobile Services fixed wireless fixed line and broadband. services. Both the companies have occupied a notable position. They provide cheaper I HAVE TO FIND OUT The services provided to the customer at the right time, at the right place and at the right price. Greater satisfaction to the consumer Cheaper Services to the consumer. Different plans or schemes offered to the customer. Company's Strengths and weakness. Quality, Size, Shape, Capacity etc of the. product.

6 Number of customers (subscribers). Either Reliance Communication or Tata Teleservices is better. That's why the selection of the topic MARKETING STRATEGIES OF TELE.SERVICES PROVIDERS- A COMPARATIVE STUDY OF RELIANCE COMMUNICATION AND TATA TELESERVICES The topic is designed to analyse not only the present schemes adopted by Reliance Communication and 'Tata Teleservices in India but also the future trends for customers look for.

7 OBJECTIVE / SCOPE OF THE STUDY The general scope of this study is to examine various new schemes and latest switching technology providing for mobile phones and evaluate its performance in India. The specific objects of' the study are as follows:- (1) To identify the role of telecommunication. (2) To discuss the overall importance of telecommunication in India. (3) To identify the need of marketing telecommunication services. (4) To study the schemes offered and their effect on consumers. (5) To study the new technology developed in telecom sector. (6) To study the price of calls charged inside and outside the country. (7) To evaluate the new technology in telecommunication services. (8) To study the network coverage of mobile phones. (9) To identify the goals to be achieved by the telecom sector. (10) To suggest the measures of the improvement of telecommunication's performance.

8 RESEARCH METHODOLOGY A Research is a systematic, objective, reductive and delebrate attempts at answering meaningful questions pertaining to a field of enquiry or about phenomena and strategy of the investigation. It includes what the researcher will do from writing the hypothesis and their implication to the final analysis of data. HYPOTHESIS The word `hypothesis' literally means a tentative (hypo) statement (thesis). In other words, it is a preposition which is not yet final. The assertion which is made through it is yet to be continued. It is hypothesized that either Reliance communication or Tata Teleservices is better in providing marketing services of telecommunication in India, either Reliance Communication or Tata Teleservices is providing greater satisfaction to the customer. RATIONALE FOR THE HYPOTHESIS One of the expected outcomes of comparative study of marketing services is that it will help in determining which one is providing better services to the consumers". The services may include. GSM (Global System for Mobile Communication) based, CDMA (Code division multiple access) based, GIS technology based, CDMA 3GIX technology, CDMA I x, network, ANI' Services, ArCIMS, National long distance services, managed data network services data centre services, T.V. UPLINKING INMARSAT SERVICES Video Conferecing, International IPLC, IP-VPN

9 Services, WLL (F) based services, basic telephony services, value added services (VAS) including voice portal reaming, post paid, internet services 3-way conferencing, group calling, wi-fi-internet, USB modem, data cards, calling cards and enterprise services etc. Next generation network (NGN). Lowest tariffs, Non-stop mobile service talk world plan customer care services, life line rental free connectivity on its mobile or fixed wireless for a onetime charge. The growth and wide acceptance of the service presented TTTSL and reliance communication with an excellent opportunity to use customer interaction to enhance customer relationship as well as leverage the opportunity to upsell and cross sell new products and offerings. The implementation of these services will attract, maintain and enhance the customer. The number of customers or subscribers by these companies will help in identifying the position. Comparison of services are most important as compared to other marketing strategies like advertising heavy capital investment etc. RESEARCII DESIGN There are different types of research design. Consisting of literature survey (published), descriptive research consists of case studies and statistical methods and the experimental research consists of surveys, field research. For the collection of data, - I will go through (A) Field Research. (B) Desk Research.

10 FIELD RESEARCH:- Field research is the conducting of investigation direct contact or observation to collect fresh information about the attitudes and behaviour of consumers. In held research, I will collect primary data through following methods:- (1) Interviewing (2) Questionnaire 1. Interviewing It include face-to-face interview which collects information on behaviour, attitudes or opinions. It also includes group interview, telephone interview, postal interview. I will interview 100 consumers or employees. 2. Questionnaire A Questionnaire is a valuable tool for collecting information directly given by a person such and information real consists of likes and dislikes, attitudes and beliefs, experience about the services of the con parries. I will collect information through questionnaire from fifty consumer. (B) DESK RESEARCH For collecting secondary data: I will go to the company's head office or branch office and ask for brochures, data sheets, prices. Search trade journals and appropriate media for adverts, editorial. mentions, articles, product reviews.

11 Search buyers' guides and directories for product specifications and background. Search for exhibitions to visit where product may he displayed. The data will then be analyse. In the last phase the conclusion will be drawn and appropriate recommendation will he made.

12 CONSTITUTION OF THESIS: CHAPTER - l, INTRODUCTION: Under this chapter, I.II discuss the concept of marketing of mobile services. It points to network coverage and customer care as the foundation of' effective marketing, role of telecommunication services meaning of telecommunication, entrance of new technology in the field of telecommunication, need and importance of telecommunication services. Under this chapter, I will collect data by billowing the points given in desk research. CHAPTER- II : PRODUCT DECISION- Under this chanter, following aspects will be discussed product line strategies, product modification, product innovation, product elimination, buying behaviour (mobile suscribers) or customer response, product branding, product mix strategies, exparsion of product mix contraction of product mix, market segmentation. Under this chapter, data be collected through field research and desk research bob I t. CHAPTER-III : CIIANNELS OF DISTRIBUTION Under this chapter, I will discuss the meaning of channels of distribution Types of channels of distribution, selection of channels for mobile services, Benefits of channels of distribution. Under this chapter I will collect data by following the Desk Research. CHAPTER- IV: PRICING DECISION Under this chapter, I will discuss the meaning, objective and factors affecting pricing decision, pricing according, to the customer ability to pay, competition oriented pricing,

13 penetration pricing and promotional pricing. Under this chapter, I will collect data through field research method & Desk Research method both. CHAPTER - V : PROMOTION DECISION Under this chapter I will discuss the meaning, objectives and method of as a final step. I will discuss the position of Reliance Communication & Tata Teleservices. Suitable suggestions will the drawn and finally a summary of the whole work will be presented representing the gist of the total exercise.

14 Chapter I: Introduction CONTENTS 1.1 Concept of marketing service (telecommunication) 1.2 Meaning of telecommunication 1.3 Role of telecommunication 1.4 Entrance of new technology in the field of telecommunication 1.5 Need and importance of telecommunication services 1.6 Objectives of both the companies. 1.7 Research methodology Chapter II: Product decision 2.1 Product concept 2.2 Product line decision 2.2.a Product modification 2.2. b Product elimination 2.3 Product innovation 2.4 Consumer behavior 2.5 Product mix strategies 2.5. a Expansion of product mix 2.5. b Contraction of product mix 2.6 Product branding 2.7 Market segmentation Chapter III: Channels of distribution 3.1 Meaning of channel of distribution 3.2 Types of channels of distribution 3.3 Selection of channel

15 a. Wholesaler b. Retailer c. Business format franchising d. Mail order e. Internet 3.4 Benefits of channels of distribution Chapter IV: Pricing decision 4.1 Meaning objective & factors affecting pricing decision. 4.2 Pricing according to the customer ability to pay 4.3 Competition oriented pricing 4.4 Penetration pricing 4.5 Promotional pricing Chapter V: Promotion decision 5.1 Meaning of sales promotion 5.2 Objectives of sales promotion of Reliance communication and Tata Teleservices 5.3 Methods of sales promotion adopted by both the companies 5.4 Main tools of sales promotion adopted by both the companies. Chapter VI: Analysis of Data 6.a Analysis 6.b Findings, testing of hypothesis. Chapter VII: Conclusions and suggestions Bibliography Appendix