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SUMMER TRAINING PROJECT REPORT ON SALES AND MARKETING STRATERGY OF

BHARAT SANCHAR NIGAM LIMITED

Submitted by: Saurabh Goel Class: 5th Sem Enrolment no:A7006410024 Specialization: Sales and Marketing

SUMMER INTERNSHIP REPORT IN PARTIAL FULFILLMENT OF THE AWARD OF FULL TIME MASTERS IN BUSINESS ADMINISTRATION (2012-13)

AMITY UNIVERSITY SCHOOL AMITY UNIVERSITY UTTAR PRADESH LUCKNOW

Under Guidance of: Industry Guides Name: Mr. P.D. Singh Organisation: Bharat Sanchar Nigam Limited

Faculty Guide: Dr. Samarth Pande Designation: Faculty Amity University, Lucknow

FACULTY CERTIFICATE

Forwarded here with a summer internship report on SALES AND MARKETING STRATERGY of BSNL submitted by Saurabh Goel Enrollment no. A7006410024 student of BBA 5th Semester (2012-13)

This project work is partial fulfilment of the requirement for the degree of BBA from Amity University Lucknow Campus, Uttar Pradesh.

FACULTY GUIDE Mr. SAMARTH PANDE

AMITY UNIVERSITY, LUCKNOW CAMPUS

UTTAR PRADESH

STUDENTS CERTIFICATE
Certified that this report is prepared based on the summer internship project undertaken by me in BHARAT SANCHAR NIGAM LTD.from 21ST May 2012 to 7th July 2012, under the able guidance of Mr. Samarth Pande in partial fulfillment of the requirement for award of degree of B.B.A from Amity University, Uttar Pradesh.

Date--------------------

--------------(Saurabh Goel) Director (ABS)

----------------(Mr. Samarth Pande)

----------------(Mr. V. P. Sahi)

Acknowledgement
Success of every project depends largely on the SELF & encouragement and guidance of many others. I take this opportunity to express my gratitude to the people who have been instrumental in the successful completion of this study project.

First of all I would like to thank the Management at BSNLfor giving me the opportunity to do my one-month project training in their esteemed organization. Internal Guide) for providing me with valuable advice and endless supply of new ideas and support for this project.

I would like to thank Mr. Sahi(Director BSNL in Basti Branch) and Mr. P.D. Singh(Industry Guide) for providing practical exposure for the project and his valuable guidance during the project work.

Saurabh Goel BBA V Sem

TABLE OF CONTENTS

PREFACE TELECOM SECTOR IN INDIA KEY INDIAN COMPANIES INTRODUCTION COMPANY PROFILE INTRESTING FACTS BSNL SERVICE MAIN SERVICES BEING PROVIDED BY BSNL ORGANISATIONAL CHART FUNCTIONAL AREAS MARKETING STRATERGY CONSUMER SERVICE VIGILANCE CELL RESEARCH METHODOLOGY PUBLIC SURVEY REPORTS CONCLUSION BIBLIOGRAPHY

PREFACE
The summer training project work has an objective to make management student familiar with real life business situation and give an opportunity to the student to understand the theoretical concept of marketing in practical way.

am extremely happy to present the report before my respected teacher the project report entitled to me is Salas and Marketing Stratergy of BSNL. As the BSNL is a biggest telecom company of India. The competition is growing day by day and entry of foreign companies in India promoted me to do the work on the sales promotion market.

Telecom Sector in India:


India has become one of the fastest-growing mobile markets in the world. The mobile services were commercially launched in August 1995 in India. In the initial 5-6 years the average monthly subscribers additions were around 0.05 to 0.1 million only and the total mobile subscribers base in December 2002 stood at 10.5 millions. However, after the number of proactive initiatives taken by regulator and licensor, the monthly mobile subscriber additions increased to around 2 million per month in the year 2003-04 and 2004-05. Although mobile telephones followed the New Telecom Policy 1994, growth was tardy in the early years because of the high price of hand sets as well as the high tariff structure of mobile telephones. The New Telecom Policy in 1999, the industry heralded several pro consumer initiatives. Mobile subscriber additions started picking up. The number of mobile phones added throughout the country in 2003 was 16 million, followed by 22 million in 2004, 32 million in 2005 and 65 million in 2006. The only country with more mobile phones than India with 246 million mobile phones is China 408 million. India has opted for the use of both the GSM (global system for mobile communications) and CDMA (code-division multiple access) technologies in the mobile sector. In addition to landline and mobile phones, some of the companies also provide the WLL service. In March 2008 the total GSM and CDMA mobile subscriber base in the country was 375 million, which represented a nearly 50% growth when compared with previous year. The Department of Telecommunications has been able to provide state of the art world-class infrastructure at globally competitive tariffs and reduce the digital divide by extending connectivity to the unconnected areas. India has emerged as a major base for the telecom industry worldwide. Thus Indian telecom sector has come a long way in achieving its dream of

providing affordable and effective communication facilities to Indian citizens. As a result common man today has access to this most needed facility. The reform measures coupled with the proactive policies of the Department of Telecommunications have resulted in an unprecedented growth of the telecom sector. The thrust areas presently are 1. Building a modern and efficient infrastructure ensuring greater competitive environment with equal opportunities and level playing field for all stakeholders. 2. Strengthening research and development for manufacturing, value added services. 3. Efficient and transparent spectrum management 4. To accelerate broadband penetration 5. Universal service to all uncovered areas including rural areas. 6. Enabling Indian telecom companies to become global players. Recent things to watch in Indian telecom sector are: 1. 3G and BWA auctions 2. MVNO 3. Mobile Number Portability 4. New Policy for Value Added Services 5. Market dynamics once the recently licensed new telecom operators start rolling out services. 6. Increased thrust on telecom equipment manufacturing and exports.

KEY INDIAN COMPANIES

BSNL - Incumbent service provider and World's 7th largest Telecommunications Company providing comprehensive range of telecom services in India Services include Wireline, CDMA mobile, GSM Mobile, Internet, Broadband, Carrier service, MPLS-VPN, VSAT, VoIP services, IN Services etc. MTNL - State owned operator covering the cities of Mumbai an Delhi Provides both fixed and mobile services MTNL started 3G services in India under the name of "MTNL 3G Jadoo" Services offered include Video call, Mobile TV and Mobile Broadband with high speed data connectivity up to 2 Mbit/s speed from 11th December 2008 Bharti Airtel - Integrated operator with presence in all segments Leads the mobile segment in the country Bharti Airtel, formerly known as Bharti Tele-Ventures LTD (BTVL) is India's largest cellular service provider with more than 92 million subscribers as of February 2009. Reliance Communications Largest player in India in the CDMA segment Also provides GSM service

Tata Teleservices Limited (TTSL) is a part of the Tata Group of companies, an Indian conglomerate. It operates under the brand name Tata Indicom in various telecom circles of India. Tata Teleservices - Integrated operator (with VSNL) with presence in all segments Provides CDMA services in 20 circles Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers 23 telecom circles in India. Vodafone Essar provides 2.75G services based on 900 MHz and 1800 MHz digital GSM technology, offering voice and data services in 23 of the country's 23 license areas.

IDEA operates in eight telecom circles, or regions, in Western India, and has received additional GSM licenses to expand its network into three circles in Eastern India the first phase of a major expansion plan that it intends to fund through an IPO, according to parent company Aditya Birla Group

Major Players in Telecom Sector:


SERVICE PROVIDER RELIANCE TATA AIRTEL MTNL BSNL VODAFONE IDEA SPICE BPL AIRCEL NO OF CDMA NO OF GSM SUBSCRIBER

SUBSCRIBER 2.7CR 1.07CR 3.37 CR 24.98 LAKH 2.44 CR 2.44 CR 1.3 CR 25.56 LAKH 10.62 LAKH 48 LAKH

INTRODUCTION TO B.S.N.L

Bharat Sanchar Nigam Limited (known as BSNL, India Communications Corporation Limited) is a public sector telecommunication company in India. Bharat Sanchar Nigam Ltd. formed in October, 2000, is World's 7th largest Telecommunications Company providing comprehensive range of telecom services in India: Wireline, CDMA mobile, GSM Mobile, Internet, Broadband, Carrier service, MPLS-VPN, VSAT, VoIP services, IN Services etc. Within a span of five years it has become one of the largest public sector unit in India. BSNL has installed Quality Telecom Network in the country and now focusing on improving it, expanding the network, introducing new telecom services with ICT applications in villages and wining customer's confidence. Today, it has about 47.3 million line basic telephone capacity, 4 million WLL capacity, 20.1 Million GSM Capacity, more than 37382 fixed exchanges, 18000 BTS, 287 Satellite Stations, 480196 Rkm of OFC Cable, 63730 Rkm of Microwave Network connecting 602 Districts, 7330 cities/towns and 5.5 Lakhs villages. It is India's largest telecommunication company with 24% market share as on March 31, 2012. Its headquarters are at Bharat Sanchar Bhawan, Harish Chandra Mathur Lane, Janpath, New Delhi. It has the status of Mini Ratna, a status assigned to reputed public sector companies in India. BSNL is India's oldest and largest Communication Service Provider (CSP). Currently has a customer base of 73 million as of June 2012. It has footprints throughout India except for the metropolitan cities of Mumbai and New Delhi which are managed by MTNL. To look for details and to collect data for my project I worked in B.S.N.L Office to gather full information about the system and working of whole region and found out the facts about various processes adopted by reliance to pay its advisors and the time period taken for this study are 1 months. In April 2008 the Indian Department of Telecom (DoT) has directed all mobile phone service users to disconnect the usage of unbranded Chinese mobile phones that do not have International Mobile Equipment Identity (IMEI) numbers, because they pose a serious security risk to the country. Mobile network operators therefore planned to suspend the usage of around

30 million mobile phones (about 8 % of all mobiles in the country) by April 30

PROFILE
COMPANY NAME: Headquarters : Bharat Sanchar Nigam Ltd. Bharat Sanchar Bhawan, Harish Chandra Mathur Lane, Janpath, New Delhi Hazratganj

Head Office in Lucknow:

Chairman & Managing Director of Basti: Mr. Sahi Status: Mini Ratan (a status assigned to reputed public sector ( companies in India.) Founded: 19th century,incorporated 2000 Owner : Government of India

Intresting Facts:

There are 2 million BSNL mobile connections in rural India(a record, no other connection is as famous as bsnl in rural areas) BSNL supplies phone lines to all other network such as Airtel,Vodafone etc.

BSNL is the first network which offers broadband connections

More than 50% of the international calls coming to India, use Reliance network. Largest pan India coverage-over 11000 towns & 3 lakh villages. Indias No. 1 wireless service provider with more than 50 million customers. An incredible speed of 2mbps is only offered by BSNL The only Mobile service available through out the country including Jammu and Kashmir and North Eastern states like Arunachal Pradesh, Nagaland, Mizoram etc.

THE BSNL SERVICES

BSNL LANDLINE

PHONE PLUS SERVICE NEW TELEPHONE CONNECTION PERMANENT CONNECTION CONCESSION IN RENTALS SHIFT OF TELEPHONE TRANSFER OF TELEPHONE TELEPHONE TARIFF

BSNL MOBILE

POSTPAID PREPAID UNIFIED MESSAGING GPRS/WAP/MMS DEMOs TARIFF SMS & BULK SMS

BSNL WLL INTERNET SERVICES


NETWORK BROADBAND TYPES OF ACCESS

WI-FI CO-LOCATION SERVICE BSNL WEB HOSTING INTERNET TARIFF DIAL UP INTERNET SMS& BULK SMS

BSNL BROADBAND

REGISTER ONLINE TARIFF FAQ CHECK USAGE

BSNL MPLS-VPN ISDN


ISDN TARIFF

LEASED LINE

LEASED LINE TARIFF

INTELLIGENT NETWORK

FREE PHONE SERVICE PREMIUM RATE SERVICE INDIA TELEPHONE CARD VIRTUAL PRIVATE NETWORK (VPN) VOICE VPN UNIVERSAL NUMBER

UNIVERSAL PERSONAL NUMBER TELE VOTING

VIDEO CONFERENCING

OVERVIEW TARIFF FAQ

AUDIO CONFERENCING

OVERVIEW TARIFF FAQ

I NET

OVERVIEW SERVICES ON I NET USING ON I NET I NET CONNECTIONS TARIFF

TELEX/ TELEGRAPH

TELEX/ TELEGRAPH TARIFF

EPABX

EPABX FREE EPABX TARIFF CENTREX CENTREX TARIFF

HVNET RABMN INMARSAT KU-BAND TRANSPONDER

Main Services being provided by BSNL


BSNL provides almost every telecom service, however following are the main Telecom Services being provided by BSNL in India:1. Universal Telecom Sevices : Fixed wireline services & Wireless in Local loop (WLL) using CDMA Technology called bfone and Tarang respectively. BSNL is dominant operator in fixed line. As on March 31, 2007 (end of financial year) BSNL had 76% share of fixed and WLL phones.

BSNL fixed services

2. Cellular Mobile Telephone Services: BSNL is major provider of Cellular Mobile Telephone services using GSM platform under brandname Cellone. Pre-paid Cellular services of BSNL are know as Excel. As on March 31, 2007 BSNL had 17% share of mobile telephony in the country.

BSNL Mobile

Pre-paid Mobile

3. Internet: BSNL is providing internet as dial-up connection (Sancharnet) and ADSL-Broadband Dataone. BSNL has around 50% marketshare in broadband in India.

BSNL Broadband

4. Intelligent Network (IN): BSNL is providing IN services like televoting, toll free calling, premium calling etc.

ORGANISATIONAL CHART

Functional Areas
FINANCE DEPARTMENT:Bharath Sanchar Nigam Limitted , the largest public sector undertaking of the nation, is certainly on a financial ground thats sound. The corporation has a networth of Rs.78757 crores (US $ 17.71 billion), authorized equity capital of Rs.10,000crores (US $ 2.25 billion), paid up equity capital of Rs 5,000 crores (US $ 1.12 billion)and Revenue is Rs.40,177 crores (US $ 9.04 billion) in 2005-06. (Note: INR 1 = USD0.02249 as on 31-03-2006)

Corporate Assets:Bharath Sanchar Nigam Limitted has got fixed assets valuing more thanRs.62862 crores (US $ 14.29 billion), which are in the form of Land, Buildings, Cablesand Apparatus and Plants etc. BSNL had gross fixed asset of over Rs1,11,692 crores(US $ 25.12 billion) as on 31-03-2006.

Annual Capital Investment :AnnualCapital Investment in the network has increased from Rs.785 crores(US $ 0.18 billion) in 1986-87 to over Rs.6383 crores (US $ 1.53 billion) in 2005-06.This investment has been financed mainly by the internal accruals. The annual capitalinvestment of BSNL can shown graphically as below with the current year in X axis andamount or capital investment required to be invested for that particular year in the Y axis.

Revenue :BSNL has shown sustained growth in past five years. The growth rate in2005-06 was 11.32%. Revenue earned by BSNL during last five years:-

Gross Investment in Fixed Assets:The BSNL is making substantial investment year to year for its network expansion and modernization. During the current financial year BSNL has

made the gross investment of Rs. 28,227 crore( US $ 6.28 billion) in Fixed Assets.

Cumulative Capital Outlay:BSNL has Gross Fixed Assets of over Rs. 132243 Crores (US $ 25.96 billion) as on 31.03.2009.

Investment in Telecom Sector :Both public players and private players are investing huge sums to expandtheir network and provide more coverage in fixed line telephony as well as mobiletelephony. Facing stiff competition from private sector, public players are taking upmeasures to increase their customer base to fixed lines and internet services. MTNL andBSNL are investing in internet infrastructure to provide much reliable network. Private players are striving hard to capture more and more customers. Theyare introducing low cost tariff plans and discount schemes in fixed line telephony andinternet services to increase their customer base. They are also in the process of enlargingtheir network area providing more coverage in urben as well as rural areas. Finance department is the key department

which maintain and over allcontrol of finance over each SSA in Kerala. The revenue generated from all the servicesis accounted through cash/bank books and other records. In providing the services, lot of expenditure is involved under capital and revenue.

MARKETING DEPARTMENT:-

Marketing is as old man kind. Now marketing has become a broadterm in BSNL. Marketing department is associated with the exchange of goods, serviceand ideas. Goods it is a physical entity eg. CD-ROM, shirt etc. service: human effortclubbed with mechanical effort to provide intangible benefits to the customers. Eg.Telecom, Banking and Transport etc. Ideas provide intellectual or spiritual benefits to thecustomers. Eg. The blue print of a business plan, computer software. Marketing aims atmeeting needs profitable. BSNL is marketing their services. There are four characteristicsuniquely allied with services. This department is adopting these strategies. Intangibility:In services customer is unable to experience the product prior topurchase. To over come this difficult BSNL is thinking of converting the intangibles tothe tangibles by providing suitable physical evidence among prospective customers.Eg. The telephone house wiring, the instrument, the behaviour, the BSNL identity carddisplay by employees, the attitude, the road side cabinet, logo display, advertisementseverything matters.

Perishability:Service cant be stored. Once lost means lost forever. For example just think of an airline service flying with 50% vacant seats. The ticket charges for that 50% seatswere lost forever. Give suitable offers to the customers to attract them, even if they arecollecting one rupee per seat that would have been vacant other wise is additionalrevenue to the organization. Night unlimited down load in Broad band is an example totackle the perishability nature.

OPERATIONS DEPARTMENT:This sector is mainly intended for developing software packages. The functions of this department are :-

Launching of packages for BSNL Telegram booking Cash management All India MIS Fleet management

Web based telegram message system This department is the heart of BSNL. IT cell is mainly for the purpose introducingnew software for BSNL. Implementation of Inventory Package(MIS) has been includedas a part of BBS.

Human Resources Development:With a corporate philosophy that considers Human Resource as the most prized assets of the organization, it's natural for BSNL to continually hone employee skills, enhance their knowledge and their expertise and their aspirations to fruition. Even as BSNL goes aboutconducting its business activities, it lays emphasis on constant enhancement of knowledge and skills through regular training programmes.Bharat Sanchar Nigam Limited has a vast reservoir of highly skilled and experiencedwork force of about 3,57,000 personnel.

We b e l i e v e t h a t our st a ff , whi ch i s one of t he bes t tr a i n e d ma n p o we r i n t he telecom sector, is our biggest asset. We b e l i e ve t h a t ou r fu t u r e depen ds on our s t af f who pr o vi d e s e r v i c e s t o our valued customers and stay in touch with them. To meet the technological challenges, employees are trained for technology up-gradation, modernization, computerization etc in

BSNL's training Centers spreadacross Country. These centers are properly equipped with the requisiteinfrastructure facilities such as Lecture rooms, modern audio-visual aids, libraries,hostels etc.

To apex training centers of BSNL i.e. Advance level Telecom Training Center (ALTTC) at Ghaziabad and Bharat Ratna Bhimrao Telecom Training Center atJabalpur are comparable to any world class Telecom Training Center. Moreover,43 zonal tr a i n i n g c e n t e r s a nd a Nat i on al Acad em y of Tel ec om Fi n a n c e a n d Management have been running for several years now. Different curriculum run in these centers to impart technology based training,training for Attitudinal change, basic educational and skill development programetc.

RECRUITMENT & SELECTION:RECRUITMENT: Recruitment is the process of searching the prospective employees & encouragesthem to apply for the job. Vimal Oil & Food Ltd. A recruitment staff & workers differently.1) Recruitment for staff: -For recruiting staff company uses external sources, gives advertisement, select theappr opr i a t e

c a n d i d a t e s , ar r a n ge s o me t es t t o maj or t hei r j ob knowl e d ge & ge n e r a l knowledge, their background, & if they come successfully they will be selected.2) Recruitment for workers: - For recruiting workers, Vimal uses ITI students & mostly company recruitsunskilled workers & company itself trains them.

SELECTION: Selection is the process of choosing the best among bests. For selection of staff & workers, the company department in respect in their defective procurement or selecting the right men as efficient & connected labor force.

TRAINING & DEVELOPMENT DEPARTMENT:TRAINING:Training programmers should be devised to impart knowledge, develop skills andstimulate motivates needed to perform the job. DEVELOPMENT :-

Development is the over all in all the fields of the personnel so the depth of theknowledge is vest with the growth of employees in all respects.Learning centers at our units are supported by several training courses. Weprovide professional learning opportunities to select employees through our tie-ups withIIM Ahmedabad. Nirma institute, IIM Banglore. Key managers attend trainingprogrammers to enhance their competencies and skills in line with global standards.We strive relentlessly to improve the capabilities of our people so that wecontinue to deliver out standing result while adding to the skills of those who works us.We have always accorded high priority to employee training in both in theclassroom and on the job. Training is imparted across all the level of employee. It spansleadership development, coaching for performance, building competencies for managersand skill. Profiling as well as behavioral coaching for the staff and workers.

Marketing strategies of BSNL


Our visions begin with our desires.

- Audre Lorde We all have some visions of ourselves and our future, and that vision creates consequences. More than any other factor, vision affects the choices we make and the way we spend our time.

Visions drive consequences. Principles drive results. Key is to base vision on principles.

Stephen R Covey.

It is true for individuals as well as organizations. The strongest form of vision / motivation is to base vision on What Legacy we want to leave. And to achieve it we must take a principled centered path. History is full of examples that many organizations have vanished grown and vanished overnight as their path to achieve vision was not based on principled way.

Vision of the organization can only be translated into reality, if it is shared by one and all. The best way to implement is to

involve them in formulation. But even if it is conceived by higher management then it has to be explained to each and every individual of the organization, otherwise it may remain as a showpiece.

Marketing vision of the BSNL has to be based on overall mission and vision of the organization. The mission of BSNL is i. ii. To provide world class State-of-art technology telecom services on demand at affordable price. To provide world class telecom infrastructure to develop country's economy.

And the vision of BSNL is

i. To become the largest telecom Service Provider in Southeast Asia.

In dynamic environment anything permanent is CHANGE. So we must revise and review so that focus is never lost.

Strong lives are motivated by dynamic purposes. Kenneth Hildebrand.

Marketing Objective

The ultimate objective of any marketing activity is to satisfy the customers and today even a step ahead i.e. delighting the customers, for which customers are offered something beyond their expectations from the service or the product. The objective being to acquire and retain the customers, who should continually feel that they are getting more value of the money, they are departing with.

Marketing is the establishment, development, maintenance and optimization of long-term mutually valuable relationships between consumers and organisation. Successful Marketing focuses on understanding the needs and desires of the customers and is achieved by placing these needs at the heart of business by integrating them with the organisation strategy, people, technology and business processes. At its most basic, Marketing involves customers, organisations and relationships and the combination creates the need for the management.

Marketing is about creating a competitive advantage by being the best at understanding, communicating, and delivering and developing existing customer relationships in addition to creating and keeping new customers. The concept of the product life cycle is giving way to customer life cycle, focusing on developing products that anticipate the future needs of existing customers and creating services that extend the existing customer relationship beyond the mere transaction. The customer life cycle will focus on lengthening the life span of the customer with the organisation rather than the endurance of a particular product. Customers have changing needs as their life styles alter- the development and provision of products and/or services that continuously seek to satisfy those needs is good Marketing. The Marketing will focus greater attention on how to deliver customer satisfaction and organisation will begin to structure itself around customer segments and not product lines. A good Marketing Strategy will take the business vision and apply it to the customer base.

According to the Dictionary of Marketing Terms, 2nd edition, published by the American Marketing Association, c1995,

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.

Once marketing is understood, we can define marketing management process as analyzing marketing opportunities, researching and selecting target markets, designing marketing strategies, planning marketing programs, and organizing, implementing, and controlling the marketing efforts.

In simple words it implies a buyer, a seller, bonded by the mutual need, satisfying offer and a medium/process to exchange the offer.

Marketing Process.

We often talk of marketing & Sales and often use it interchangeably without understanding the difference in it. Marketing is everything we do to get and leverage a client relationship. Marketing process is broad and includes all of the following: -

Discovering what product, service or idea customers want. Producing a product with the appropriate features and quality. Pricing the product correctly.

Promoting the product; spreading the word about why customers should buy it. Selling and delivering the product into the hands of the customer.

Selling is one activity of the entire marketing process. Selling is the act of persuading or influencing a customer to buy (actually exchange something of value for) a product or service.

Marketing activities support sales efforts.

Contrasting the Sales Concept with the Marketing Concept:We Sell Confidence.

The concepts surrounding both selling and marketing also differ. There is a need for both selling and marketing approaches in different situations. One approach is not always right and the other always wrong - it depends upon the particular situation.

In a marketing approach, more listening to and eventual accommodation of the target market occurs. Two-way communication (sometimes between a salesperson and a customer) is emphasized in marketing so learning can take place and product offerings can be improved.

A salesperson using the sales concept, on the other hand, sometimes has the ability to individualize components of a sale, but the emphasis is ordinarily upon helping the customer determine if they want the product, or a variation

on it, that is already being offered by the company. In the sales approach, not much time is spent learning what the customer's ideal product would be because the salesperson has little say in seeing that their company's product is modified. Furthermore, they aren't rewarded for spending time listening to the customer's desires unless they have a product to match their desires that will result in a sale.

The 7Ps for service marketing (Product, price, place, promotion, physical evidence, people & process) are the means to attain, nurture, & retain the customers and not the end.

Mission & Vision.

your mission on earth is finished:

Most of the big companies have a Vision & Mission statement so as to guide their all energy, efforts to realize it. BSNL also has a vision To become the largest Telecom Service provider in South East Asia. Firstly we need to understand the parameter for being the largest. Is it revenue, ARPU, profit, subscribers, Network (no of exchanges, BTS etc)? From monopoly to multi operator scenario, BSNLs market share is bound to reduce. But how much down we will let it? There are lot of similarities between British Telecom & us. One must keep watch on market share in monthly growth and take timely action. To improve our share, we need to acquire more than 50% of new acquisitions while maintaining earlier. This is quite challenging in this dynamic environment. Today landline base is reducing across globe, but why? Europe defines an operator with 25% or more market share as Significant market Power (SMP), while they intend to increase it to 40%. BSNL has been the largest operator and we

must strive not only to maintain but enhance it. We need to act fast. Timely action is an essence.

What should be our marketing Vision, will it help us in inspiring to achieve higher. Can it be something such as To retain the highest market share, build highest brand equity and maximizing the profits?

Brand Equity.

We may think what is Brand equity? In simple words it is how far people are willing to pay if we increase our prices i.e. premium for our services. We may feel happy to say there is lot of black marketing of our SIM cards. Is it a healthy sign? We reduce prices when competitors launch new schemes. Does it imply poor brand equity? Brand Equity can be built with good equity of quality of services at the affordable price. Continuous innovation in product and delivery of services with the appropriate pricing is the key strategy for developing the trust in customer so that he keeps his loyalty with BSNL. We have to be first mover in our efforts for product and price differentiation. Presently the market is in growth phase and price could be a differentiating factor, but how long? Is any scope left for further cuts? Ultimately it is the quality, customer care, and timely availability apart from price, which will matter. Quality depends on many parameters such as tangibles (like physical facilities, Appearance of personnel, Tools or equipment used to provide service, Physical appearance of service, Other customers in the service facility), Reliability, Responsiveness, Competence, Courtesy, Credibility, Security, Access, and Communications with customer, Understanding etc. Quality definitely commands premium. Why are people willing to pay more for Raymonds or Adidas or Sony when comparable offers exist in market? One may say that customer perception of quality is not built overnight; it may require a brand and brand building investments apart from a quality product. How many brands do we have?

Our investments get diluted with more number of brands. Even Airtel merged the Touchtel brand with more popular one. Cant we have just one brand i.e. BSNL? Have we ever tried to examine our revenue breakup? While majority of the revenue comes from landline (DELs plus PCOs), how many people know of Bfone? CellOne happens to be more popular.

So where should our marketing & sales effort be more? Wholesale, retail or corporate! What means do we need to use to promote our products and in what proportion? Advertising, PR, Franchisees, 24x7 customer care, business development etc. What activities should be taken up by Corporate Office, Circles and SSAs? In advertising there is need to synergize our activities at Corporate, Circle and SSA level. In this regard Corporate office has issued division of work guidelines. There is also a need to have good relation with our advertising agencies and simultaneously their performance need to be monitored for taking quality output from them.

What is USP (Unique Selling Proposition) for BSNL? A Government company which delivers. A government company which gives service better than private could be a deadly combination, which no competitor can copy.

Social Responsibility.

We were the most trusted telecom brand in year 2003 & 2004. We have been given Golden Peacock award for Best Corporate Social responsibility. How can we leverage these distinctions? These

achievements need to be highlighted through public relation exercise like press meet. This will help us in building our marketing image. In sales and distribution front though we have over one-lakh retailers, 1000 franchisees, 3300 CSCs, 36000 exchanges why are we not visible like others? Why cant we utilize all possible space? Cant we leverage our franchisee and STDPCO strengths? Can we make these outlets as our core strength? Why our recharge coupons, India Telephone Cards are in shortage when there is no capacity constraint? Does it imply that our planning for printing, inventory management, logistics, and supply chain and of course franchisee management is inefficient? Do we have targets for these just like DELs & CellOne? Why cant we leverage this huge network for better customer care and improve collection efficiency? We must realize that with waiver of security deposits, no OYT schemes, no advance rentals, adjustment of landline security for CellOne, we dont get fixed deposits to meet our funds requirements. Everything has to be met from Operating revenues. We need to improve collections, realize bills early, not on the last day of payment and reduce bad debts. We need to provide 24X7 culture in our organization, though we have been providing operation and maintenance on 24X7 basis in the past and we will continue to provide in future too, but what about provisioning customer care and marketing on 24X7 basis?

Business Development. Business development units have been given the task to develop and nurture long-term relations with corporate houses. Many MoUs have been signed. Bulk bills are being issued. One-point payments are being realized for multiple service locations. Key Account Manager concept has been introduced. All this requires change of mindset in addition to the skills of marketing & sales. Do we have skilled manpower? Is our organization setup apt for better results? The staff expense to revenue ratio could be a good indicator. No doubt our revenues are up. Profit has increased. But consider the marketing budget we have in comparison to others. Even with this little

budget many circles are unable to utilize it. We need to probe ourselves. Corporate office has permitted delegation of upto 70% of Circle budget to SSAs. Does it mean that our budget planning is wrong? How should we allocate marketing budget and which parameter to weigh?

Per DEL/Mobile Acquisition cost Life time value Competitor spend Growth targets

Life Time Value You cant give people pride, but you can provide the kind of understanding that makes people look to their inner strength and find their own sense of pride. Charleszetta Waddles.

Let us understand what is the lifetime value of our customers? Paying commission of Rs 100-200 to franchisee is not a cost considering the future flow of revenue from the customer. How many of our decisions are based on scientific analysis of the precious customer data we already have such as calling pattern, payment habits, usage profile etc? How many surveys we do, how much customer research we carry out? Net growth in mobile is high but what about churn? Cant we analyze & reduce it? Acquisition cost is usually said to be 5-8 times the retention cost.

It is high time we learn fast, groom ourselves, improve our mindset and act fast. Business perspective is equally important as excellence in Telecom operations, maintenance, and installations & planning. Our core competence should be telecom business acumen and not just traditional expertise developed over the years.

It is usually much easier to sell additional things to existing customers than to add new customer. Let us try to upgrade each customer by RS 20 RS 50 by offering them more add on relevant services.

CUSTOMER SERVICE

Several Steps have been taken at BSNL to augment the quality of customer care to international standards Access round the clock help at following toll free numbers

Dataone Broadband '1600-424-1600' PSTN Call Center '1500' (in select states) Sancharnet Help Desk '1957'

CellOne all India Help '9400024365' All BSNL Customer Service Centers (CSCs) now remain open on all seven days from 8.00 AM to 8.00 PM without any break for all activities. Cheque deposit machines have also been installed in many cities, so that customers can make payments 24X7 at their convenience. Customers can also make payments by cheque/Demand Draft to BSNL franchisees all over the country. With a view to simplify and offer customer friendly services, more than one Bfone connections can be applied on a single application form. Accordingly, a single demand note would be issued to the customer in respect of all the connections applied for. Shifting charges for local as well as all India shifting of fixed telephone (bfone) has been abolished. Pagers being given to outdoor staff in a phased manner for speedy rectification of faults. Majority of the local network is built up on jelly filled and OFC for trouble free service. Internal Distribution Points (DPs) being provided in the customer
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premises to eliminate the faults arising out of overhead wires. Extensive use of digital loop carrier (DLC)/Wireless in Local Loop (WLL) system for improving reliability of external plant. Remote Line Units (RLUs). Remote subscriber Units (RSUs) being provided extensively to reduce the long lengths of copper cables. Establishing call centers across the nation to provide single window solutions and convenience to customers. Countrywide Network Management & Surveillance System (NMSS) to ensure uninterrupted and efficient flow of telecom traffic. Application Forms for new connections have been made free of charge for all services. Procedure for restoration of telephones disconnected due to nonpayment simplified and powers delegated to Secondary Switching Area (SSA) heads. Payment of telephone bills being received on Saturday and Sunday through cheques in City Telecom Offices (CTOs). More than one Public Call Office(PCO) permitted at the same premises. Various application forms and procedures being simplified for new telephone connections, shifting and third party transfer.

VIGILANCE CELL
BSNL is committed to fight against corruption by helping management in creating transparent, honest and efficient organizational culture through the system improvement, awareness, timely detection and speedy investigation of mal-practices with impartiality and professional competence. BSNL Vigilance is headed by Shri Sat Paul, IRS, Chief Vigilance Officer. BSNL Vigilance Wing plays an advisory role the various disciplinary authorities in BSNL. It also serves a link between BSNL, Central Vigilance Commission , Central Bureau of Investigation and Ministry IT& Communication . The main functions of the BSNL vigilance are to check and eradicate corruption which also include collecting intelligence about corrupt practices committed or likely to be committed within the BSNL, investigating or causing an investigation to be made into verifiable allegations reported to it, processing investigation reports for further consideration of disciplinary authority concerned; referring the matters to the Central Vigilance Commission for advice wherever necessary, taking

steps to prevent practices of misconduct etc. Thus the function can be divided into two parts, namely :i) ii) Preventive Vigilance Punitive Vigilance

RESEARCH METHODOLOGY
Preplanning is prerequisite for any kind of work. Preliminary preparation leads to reach closer to the successful achievement of the target. Initially the topic of work upon was decided and basing on which certain imitative to minimize the gap between planning and achievement was taken. Finally a questionnaire was framed in such a fashion focusing certain most important points. (a) Large no. of customer. (b) Availability of various telecom and non telecom outlet. (c) Quality of coverage for existing outlet. (d) Total no. of existing bsnl and other telecommunications user and their level of satisfaction. (e) Availability of basic amenities in Basti. (f) Finally assessing the exact living standard of the people in Basti. Data Surface : Primary Data. Research Approach : A survey of telecom Outlets and there customers in Basti. Research Instrument : Schedule A schedule was prepared and used for collection the primary data. The schedule consisted of question related to:(a) Usage of telecommunication connection and their coverage connectivity. (b) Availability of various accessories of telecommunication. (c) Present condition of existing telecommunication system. (d) Availability of various towers in the particular area. Objective Schedule: To gather the full detail to arrive at the present and accurate living standard. Comparison to other telecom with special reference to idea. Sample Size: 50 Structured questionnaire help in collection data, (Primary data). Secondary data were collected by the internet (www.bsnl.co.in)

SURVEY REPORTS
Survey in developed areas of Basti Question to The Customers

QUESTION 1 : ARE YOU USING CELL PHONES OR LAND LINE SERVICES? ANSWER : YES 32% NO 60% DONT KNOW 8%

60 50 40 30 20 10 0 YES NO DON't KNOW

QUESTION 2 :WHICH CONNECTION DO YOU USE FOR BETTER SERVICE? ANSWER : BSNL 95% RELIANCE 2% VODAFONE 2% AIRTEL 1%

AND THE REASON WHEN ASKED WHY DO THEY USE BSNL ,THEY SAID AND I QUOTE GALI GALI NETWORK PAKADTA HAI ,KAHI BHI HO NETWORK ZAROOR HOTA HAI

100 90 80 70 60 50 40 30 20 10 0

BSNL RELIANCE VODAFONE AIRTEL

QUESTION 3: DO YOU HAVE INTERNET CONNECTION AT HOME? ANSWER: YES 79% NO 21%

80 70 60 50 40 30 20 10 0 YES NO

QUESTION 4 :WHICH NET CONNECTION DO YOU HAVE ANSWER : BSNL BROADBAND 85% AIRTEL 8% OTHERS 7%

90 80 70 60 50 40 30 20 10 0 BSNL AIRTEL OTERS

Questions to Telecom Outlets

QUESTION 1. Would you like to sell Sim & Recharge when your customer demands? Yes 90% No 10%

QUESTION 2. Do you know the attractive margins & schemes? Yes 59% No 41%

QUESTION 3. Are you satisfy with the current BSNL plans and service ? Yes 35 % No 25 % Cant say 40 %

QUESTION 4. Would you like to prefer those service provider who provide better margin and service?

Yes 90 %

No 10 %

QUESTION 5. Do you have any problem with any service provider ? Yes 39 % No 61%

QUESTION 6. Whats the consumer need and demand at you outlet ? Yes 25 % No 35 % Both of them 40 %

QUESTION 7. Which Network you prefer to sell ? Hutch 30% BSNL 20% Idea 10 % Airtel 20% Tata 08% Reliance 12%

QUESTION 8. How many Network available at your outlet ? Two 10 % Four 35 % Six 25 % All 30 %

Conclusion

1.BSNL should shift to complete 3g network service all over India replacing 2g network service. This will improve the quality of service to desired level and provide simultaneous integration with the nationwide network and will get neck to neck with its private sector competitors.

2. BSNL should establish widespread and noticeable distribution to match that of the competitors. The distribution network shall make the product visible and available at convenient locations.

3. BSNL has to concentrate on its customer care service as most of the respondents are Found dissatisfied with company service. Even some of them have called it the worst customer care service provider in the market. But it is also rated as best company for non-usage of unfair means. So company can be competitive in the market by just investing in their customer care service. Users also found not satisfied with the network service to some Extent. So it can also improve it.

Bibliography

Wikipedia Bsnl