BIRLA INSTITUTE OF TECHNOLOGY, MESRA

RANCHI – 835215

PROJECT REPORT
“IN DEPTH STUDY OF DISTRIBUTION CHANNEL OF RELIANCE
TELCOM”

A Thesis Submitted in partial fulfillment of the requirements for the award of

the Degree in:
MASTER OF BUSINESS ADMINISTRATION
(MARKETING & FINANCE)
(2008-2010)

Submitted by:

PRIYANK SINGH (MBA /1003/08)

Carried out @

RELIANCE COMMUNICATION LTD.

KANKE ROAD, RANCHI.

Under the Guidance of:

Mr. Bhupesh Kumar Mr. Om Prakash Sharma

Asst. Manager , RCOM HR Head , RCOM
Kanke Road RANCHI Kanke Road RANCHI
 DECLARATION CERTIFICATE

This is to certify that the work presented in the thesis entitled “IN DEPTH
STUDY OF DISTRIBUTION CHANNEL OF RELIANCE TELCOM” which
is submitted by IRFAN KHAN in partial fulfillment of the requirement for the
Degree of MBA in FINANCE & MARKETING prescribed by the Birla
Institute of Technology, Mesra, Ranchi, is an authentic work carried out under
my supervision and guidance.
To the best of my knowledge, the content of this thesis does not form a basis for
the award of any previous Degree to anyone else.

Date: (Guide’s Name & Signature)

Head Dean
Department of Management (Post Graduate Studies)
Birla Institute of Technology Birla Institute of Technology
Mesra, Ranchi Mesra, Ranchi

CERTIFICATE OF APPROVAL
The foregoing thesis entitled “IN DEPTH STUDY OF DISTRIBUTION
CHANNEL OF RELIANCE TELCOM” is hereby approved as a creditable study
of research topic and has been presented in satisfactory manner to warrant its
acceptance as prerequisite of the degree for which it has been submitted.

It is understood that by this approval, the undersigned do not necessarily

endorse any conclusion drawn or opinion expressed therein, but approve the thesis
for the purpose for which it is submitted.

(Internal Examiner) (External Examiner)

Head of the Department

PREFACE
The subject of my project “IN DEPTH STUDY OF DISTRIBUTION CHANNEL OF
RELIANCE TELCOM”. It has been done with the purpose of improvement in the marketing
channels and the distribution process, so that to increase the sales of the RIM Handsets and
RCVs as well as to satisfy the customers.

Marketing distribution is one of the most important processes in the field of marketing.
Recognizing the proper place of the distribution in the market and doing well for customers and
retailers, retaining and motivating retailers, minimizing competition, and building up as a strong
leader in the market in favor of consumers as well as retailers. Distribution may be confined to
the area or may be with the other competitors. Therefore, both the area has been given profound
emphasis in the project report.

ACKNOWLEDGEMENT
In preparing this report a considerable amount of thinking and informational inputs from various
sources were involved. We express our sincere gratitude to everyone who contributed towards
making this research report possible. Major contributions were received from officials at
Reliance communication, Ranchi.

First of all we would like to thank the authorities of Reliance Communications to give us the
prized opportunity to do our internship at their prestigious organization. The experience and
knowledge gained at Reliance Communications helped us immensely to address and understand
all the elements related to our report, which we otherwise would not have understood so well.

We would like to specially thank our supervisor at Reliance Communications, Mr Bhupesh

kumar for his absolute support, co-operation and encouragement that he extended to us from the
very first day. In spite of having a very busy schedule, he made sure in every way that we
acquire the best possible exposure and knowledge during our tenure as an intern under him.

Last but not the least we would like to thank the respondents of our survey, for sparing the time
to fill out the questionnaires. This research would not have been possible without their valuable
inputs. We sincerely believe that the road to improvement is never ending. Hence, we have
gratefully acknowledged all suggestions received.

THANKING YOU

IRFAN KHAN

CONTENTS

S. No. TITLE PAGE NO.

1 INTRODUCTION OF THE PROBLEM 1
2 OBJECTIVE OF THE STUDY 3
3 SCOPE OF THE STUDY 4
4 METHODOLOGY OF THE STUDY 5
5 PROFILE OF THE ORGANISATION 6
6 ABOUT RELIANCE COMMUNICATION 7
7 MAJOR PLAYERS IN JHARKHAND 10
8 ABOUT COMPETITORS 11
9 MILESTONE OF R-COM 14
10 VALUE ADDED SERVICE 18
11 DISTRIBUTION CHANNELS 36
12 DATA ANALYSIS
13 SWOT ANALYSIS
14 OBSERVATION AND FINDINGS 41
15 RECOMMENDATION 49
16 LIMITATION 50
17 CONCLUSION 51
18 EXECUTIVE SUMMARY 52
20 QUESTIONAIRE 53
21 REFERENCES 56