Executive summery

The Telecom industry is one of the leading and fastest growing in the world as
communication plays a vital role in the world and especially in India. It acts as a
major catalyst for the economic growth. BSNL has good brand awareness among the
people. This could be attributed to its long history in the market and continued
support from the Government. In today’s competitive world, BSNL has to provide
excellent services to attain a major market share and keep their Customers satisfied in
all aspects.

This research study is useful for BSNL to understand the expectations and
requirements of Customers and can serve them in a better way. This research was
conducted from 28–05-2018 to 08-07-2018.

The researcher has done an internship project at BSNL, Rajahmundry (Andhra

Pradesh) in pursuance of market survey on B.S.N.L ,the samples of 100 respondents
from among the universe of BSNL users at Rajahmundry were selected at random to
conduct the study. The BSNL staffs who were contacted to learn about the various
BSNL packages and policies were also the primary source of data. Questionnaire was
designed after a pre-survey interview covering all the aspects of BSNL services.

Data analysis and interpretation was done using the collected data with necessary
tools including percentage analysis was used to grade the opinion of the respondents
.The researcher strongly believes that this study would be helpful to the BSNL
Management in knowing about the Customers Satisfaction, Customer Perception,
Customer Preferences, and service requirements and to know about brand awareness.
 INDEX
Chapter Name of the Page
chapter

1 INTRODUCTION

1.1 NEED FOR THE STUDY

1.2 OBJECTIVES OF STUDY

1.3 METHODOLOGY

1.4 LIMITATIONS

2 INDUSTRY PROFILE

3 COMPANY PROFILE

4 THEORETICAL FRAME WORK

5 ANALYSIS AND INTERPRETATION

6 FINDINGS & SUGGESTIONS

6.1 FINDINGS

6.2 SUGGESTIONS

6.3 CONCLUSTION

6.4 QUESTIONNAIRE

6.5 BIODATA

6.6 BIBLIOGRAPHY
 CHAPTER-1

INTORDUCTION
MARKETING

According to marketing concept, an organization should try to

provide products that satisfy customers' needs through a coordinated set of
activities that also allows the organization to achieve its goals. Customers
satisfaction is the major focus of the Marketing concept .An organization
should must determine what customers want and use this information to create
satisfying products The organization must also continue to alter ,adapt, and
develop products to keep pace with customers- changing desires and
preferences. The marketing concept emphasis that marketing begins
and ends with customers.

The marketing concept is not a second definition of marketing .It is a

management philosophy guiding an organization overall activities .This
philosophy affects all organizational activities, not just Marketing
.Production finance, accounting, personnel, and marketing departments
must work together. Today, businesses want to satisfy customers and
build meaningful long term buyer-seller relationships. The term
relationship marketing refers to long term mutually beneficial arrangement in
which both
the buyer and seller focus on value enhancement through the creation of more
satisfying exchanges.

To expedite exchanges and develop beneficial exchange

relationships, firm marketing managers must develop and manage marketing
strategies. A marketing strategy is a plan of action for developing, distributing,
promoting, and pricing products that meets the needs of specific customers.
The marketing strategy articulates the best use of the firms' resources and
tactics to met its objectives. To develop and manage marketing strategies,
marketers focus on several tasks:

Selecting a target market, developing a marketing mix,

assessing environmental forces,

and managing marketing efforts effectively.

A target market is a specific group of buyers on whose needs

and wants a company focuses its marketing efforts. Marketing managers may
define a target market as a vast number of people or as a relatively small
group.

A market opportunity exist when the right combination of

circumstances and timing permit an organization to take action to reach a
particular target market.

VALUE OF MARKETING

Every organization should follow/abide the values of Marketing. i.e.

Ethics and Social responsibility.

ETHICS

Ethics may be one of the most misunderstood and controversial

concepts in marketing. Nevertheless, this concept and its application need to
be examined in order to support Marketing decisions that are acceptably and
beneficial to the society.

The term ethics relates to values and choices and focuses on standards,
rules, and codes of conduct that govern the behavior of individuals.
Marketing ethics refer to principles that define acceptable conduct in
marketing. The most basic ethical issues have been codified as laws and
regulations to encourage marketers to conform to society's

expectations of conduct. At a minimum, marketers are expected to obey

theses laws and regulations .however. It is important to realize that
marketing ethics goes beyond legal issues: ethical marketing decisions
foster trust in marketing relationship.

Some marketers engage in ethical behavior because of enlightened

self interest, or the expectation that ethics pays. These businesses believe
that if they do not act in the public interest, the public and customers will
strike back with restrictive regulations and legal action. Research has shown
that the values of and examples set by the organization often have more
influence on ethical decisions in marketing than a persons own value.

Developing awareness of ethical issues is important in

understanding and improving marketing ethics. An ethical issue is an
identifiable problem. Situation or opportunity requiring an individual or
organization to choose from among several actions that must be evaluated as
right or wrong, ethical or unethical.

SOCIAL RESPONSIBILITY

Compared with ethics, social responsibility represents

a b r o a d e r conceptualization. Social responsibility in marketing refers to an
organization s obligation to maximize its positive impact and minimize its
negative impact on society. Whereas ethics relates to doing the right thing
in making individual and group choices, social responsibility is achieved by
balancing the interest of stakeholders in an organization.

The four dimensions of social responsibility are generally considered

to be a) Economic b) legal c) ethical and d) philanthropic concerns.
Economic: Be profitable
Legal: Obey the law - law is society's codification of right and wrong.

Ethical: Be ethical – Obligation to do what is right, just and fair.

Philanthropic: Be a good corporate citizen -- Contribute resources to the

community: improve the quality of life.

DEFINITIONS:

CUSTOMER VALUE AND SATISFACTION

The pay to generating high customer loyalty is to deliver high customer value.
According to Michael Lanning, in his Delivering Profitable Value, a
company must develop a competitively superior value proposition and a
superior value - delivery system. A company's values proposition is much more
than its positioning on a single attribute, Its is a statement about the resulting
experience customer will have the offering and their relation. shop with the
suppliers. The brand must represent a promise about the total

Resulting experience that customer can expect. Whether the promise is kept
depends upon the company's ability to manage its value-delivery system.
The value delivery system includes all communications and channel
experience the customer will have on the way to obtaining the offering. 9

A similar theme is emphasized by Simon Know and Stan

Macklan in their competing on value. Too many companies create a
value gap by falling to alight brand value with customer value. Brand
marketers try to distinguish their brand item other buy a slogan or with a
unique selling proposition or by augmenting the basic offering with
added services. But they are les successful in delivering customer
value, primarily, because their marketing people focus on brand
development whether customer will actually receive the promised notice
 propositions will depend upon the marketer's ability to influence various
Cole processes. Know and Maklun wan company's Cole processes as
designing the brand profile.

In addition to tracking customer value expectations and

satisfaction, companies need to monitor their competitor's performance in
these areas. For example, a company was pleased to find that 80 percent
of its customers said they were satisfied. Then the CEO found out that its
leading competitions attained a 90 percent customer satisfaction score. He
was further dismayed when he learned that his competitions was aiming
to reach a 95 percent satisfaction score.

BRAND AWARENESS

Brand awareness is the level of consumer consciousness of a company. It measures a

potential customer’s ability to not only recognize a brand image, but to also associate
it with a certain company’s product or service.

Brand awareness is best spread through both inbound and outbound marketing efforts.
When competition in an industry is high, brand awareness can be one of a business’s
greatest assets.

Why is Barnd awareness important ?

With the vast amount of products options, having a differentiated message and an
audience that can distinguish a company’s brand from its competitors is crucial. It can
mean the difference between success and failure for a company.

Entire marketing campaigns can be constructed around promoting awareness of a

brand. Spreading brand awareness is especially important during a company’s first
few years, when they are trying to make a name for themselves.

When consumers are aware of the product a company offers, they will more likely go
straight to that company if they need that product, instead of researching other places
that they can acquire that product. Businesses with strong branding are viewed as
accepted by the market. Therefore, they are trusted more by consumers who are
looking to purchase a new product.
 1.1 NEED FOR THE STUDY

 To know the amount of benefits which customers get from purchasing

products and services.
 Customer satisfaction is must to understand the likes and dislikes of the
customers regarding service.

 To know whether customer receive the service on time, and is it full filling
their needs to the desired levels.
 To understand brand awareness in the level of consumer consciousness of a
company.