CANDIDATE'S DECLARATION

I hereby declare that the work which is being presented in this project report entitled BSNL SERVICES AND MARKETING IN THE CURRENT MARKET SCENARIO in partial fulfillment of the requirement for the award of the degree of MASTER OF BUSSINESS ADMINISTRATOR with specialization in MARKETING MANAGEMENT, submitted to school of management studies Indira Gandhi National Open University (INDIA) is an authentic record of my own work carried out under the supervision of Mr. AMIN CHAND CHAUHAN, Divisional Engineer (CM-NWO, Marketing), BSNL at Mandi Telecom Circle Himachal Pradesh. The matter embodied in this project has not been submitted by me for the award of any other degree or diploma. Place: Mandi, HP Date: ___________ (BHIM PRAKASH) MBA (MARKETING) Enrolment No: 071968229

CERTIFICATE OF ORIGINALITY

This is to certify that the project titled BSNL SERVICES AND MARKETING IN THE CURRENT MARKET SCENARIO" is an original work of the student and is being submitted in partial fulfillment for the award of the masters degree in Business Administration of Indira Gandhi National Open University. This report has not been submitted earlier either to this University or to any other University/Institute for the fulfillment of the requirement of a course of study.

SIGNATURE OF SUPERVISOR Place: Mandi, HP Date: ______________

SIGNATURE OF STUDENT Place: Mandi, HP Date: _____________

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ACKNOWLEDGEMENT

I wish to express my deep sense of gratitude to my supervisor Sh. AMIN CHAND CHAUHAN, Divisional Engineer (CM-NWO, Marketing), BSNL at Mandi, Telecom Circle Himachal Pradesh for his inspiration guidance encouragement and suggestions at various stages of this project without his sustained interest, patience and sound counsel, this project report could not have come into its present form. I express my deep sense of gratitude to Dr. U. D. Sankhyan, professor and Coordinator IGNOU, at Govt. Degree College Mandi, for his motivation, Counselings, and suggestions regarding project. I wish to express my deep sense of gratitude to my father Sh. Raghu Vir Singh, Mother Smt. Sudama Devi and my sister in-law Smt. Sandhya Prakash for their blessing. I am thankful to my brother Sh. Jai Prakash Gautam and wife Smt. Neeru Gautam for supporting and encouraging me at each and every step; it is the power of their blessing, which has given me the courage, confidence and zeal for hard work. My special thanks to Sh. Praveen Kumar (C-DOT), due to his enormous support the report comes in present form. I am also thankful to my friends who helped and encouraged me during the preparation of this project report. My several well wishers and people from the department of BSNL who helped me directly or indirectly I virtually fall short of words to express my gratefulness to them.

Place: Mandi

Date: ___________ (BHIM PRAKASH)

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ABSTRACT
BSNL is India's leading telecom service provider. The caselet discusses the measures that BSNL undertook in order to meet the competition and regain the lost position. 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. BSNL is numero uno operator of India in all services in its license area; it is having around 75M cellular Connection. BSNL has world class ISO 9000 certified Telecom Training Institute and having Expert and qualified manpower. BSNL having mixed image in Public, It is having lots of Strength but with lots of weakness. There are the business and professional service such as advertising marketing research, Banking, Telecommunications, Insurance, Computer-programming, Legal and medical advice. There are many type of services which are provided by professionals but consumed for reasons not of business, rather leisure, recreation, entertainment and fulfillment of other psychological and emotion needs such as education, fine arts etc. 3G and WI-MAX the most popular service recently started by BSNL. Among 3G, ISDN and other internet related services provided by BSNL; Broadband is popular service that is appreciated by customers. Marketing is the process of performing market research, selling products and/or services to customers and promoting them via advertising to further enhance sales. Marketing vision of the BSNL has to be based on overall mission and vision of the organization. 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 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. 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? Selling and delivering the
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product into the hands of the customer is the most important process step, and in BSNL the most popular mode are Franchisee and Retailer chain, CSCs, DSA, STD/PCO and Business associates. Objective of study are to find out the consumers satisfaction with present service level and his future needs How BSNL is going to meet consumers future needs, to examine the implementation of strategic pattern of BSNL. Identify the flaws and inadequacies of the existing marketing strategies of BSNL for the new services. Marketing researchers are generally interested in the following questions: 1-Is the observed association between the variables in the cross tabulation statistically significant? 2How strong is the association? The 1st question is directly answered by chi-square test of significance. The 2nd question is answered by certain indices on chi-square. Chi-square analysis can also be used when the data consists of counts on frequencies with each category of tabulation. Chi-square analysis is useful when the objective is to determine the significance of observed association of attributes in the contingency table involving two or more variables. This is called the test of independence.

CONTENTS

Title Synopsis Candidates Declaration Certificate of originality Acknowledgement Abstract

Page No

i ii iii iv

Chapter-1 Introduction Chapter-2 About BSNL

2.1 Organization structure and Environment 2.1 SWOT Analysis

1 4
6 9

Chapter-3 Services Being provided by BSNL

3.1 Basic Telephone services 3.2 Internet services 3.3 ISDN 3.4 IN services 3.5 Leased Line services 3.6 Managed Leased Line Network Service 3.7 GSM Services 3.8 WLL Service

13
13 16 20 21 22 22 23 27

Chapter-4 Marketing in BSNL

4.1 Marketing 4.2 Selling and delivering the product

39
39 44

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Chapter-5 Objectives, Methodology, Data Analysis and Interpretation 47

5.1 Objectives of the study 5.2 Research Methodology 5.3 Analysis and Interpretations 47 47 53

Chapter-6 Contribution from the study Conclusion and suggestions Chapter-7 Chapter-8
Bibliography Annexure I (i & ii) Questionnaire Format Annexure - II Abbreviations Limitations of Project Future directions for further research

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76

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