Reliance is one of the largest communications company in India. They also have one of the largest networks of Web Stores from where they not only market / sell their mobile connections; they also have opened cyber cafes.

They wanted more and more people to visit their Web Stores not only for mobile activation / related services. They also wanted more and more people to take their net connections and spend more and more time in their stores. This way they were also getting more clienteles for their cafeterias and increase the sales there also.

They had been offering various gift items to their customers from time to time. In all those cases the perceived value of the product could be valued. However when the proposal of holiday was given to them, they got excited about the idea as the perceived value of this product was much more than the actual cost. Apart from the holiday, they also emphasized on the point that the customer was getting discounts of an additional Rs. 22000/-. In short the total value of the product was Rs. 22000+Rs.4000.

They placed an order for a small no of units. By the time we could start printing and deliver, the quantity increased. They also placed another order for additional holidays. During the course it was also decided that they will run a holiday promotion every quarter and also as this was a low season product, they will ensure that the scheme is not launched near the holidays.