In partial fulfillment of BBA Fifth Semester Project

External Guidance by: Mr. S.Verma Divisional Engineer (I/D)

Mr. S.Tripathi SDE (Computer & Directory)
Internal Guidance by:
Prof. Dr. D.N. Kakkar (DIRECTOR SAMA DEGREE COLLEGE)
Prof. Dr.V.N. Singh (H.O.D.)
A.K.Singh(Faculty)

Submitted by:

Harsh Vardhan Dwivedi

BBA V SEM,
Sahara Arts and Management Academy

Declaration

I hereby certify that the work which is being presented in the project
entitled, Human Resource Policies AND Recruitment Process in
partial
Fulfillment of the requirements for the award degree of Bachelor of
Business Administration SAHARA ARTS and MANAGEMENT
(Affiliated to UNIVERSITY OF LUCKNOW) LUCKNOW, is an
authentic record of my own work .
The matter presented in this Project Report has not been submitted by
me for the award of any other degree of this or any other University.

HARSH VARDHAN DWIVEDI

BBA V SEM

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 fall I would like to thank the Management at BSNLfor giving

me the opportunity to do my two-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. S.Verma and Mr. S.Tripathi for providing
practical exposure for the project and his valuable guidance during the
project work.

Harsh Vardhan Dwivedi

BBA V Sem

TABLE OF CONTENTS

PREFACE
INTRODUCTION
COMPANY PROFILE
INTRESTING FACTS
BSNL SERVICE
ORGANISATIONAL CHART
MARKETING STRATERGY
CONSUMER SERVICE
VIGILANCE CELL
PUBLIC SURVEY REPORTS
CONCLUSION
BIBLIOGRAPHY

PREFACE
BBA program is one of the most reputed professional courses in the field of
Management. There is a study project as an integral part of BBA in the Fifth
Semester. As a complementary to that every one has to submit a report on the
work conducted in the industry.
This report is thus prepared for the study project done at Bharat
Sanchar Nigam Limited (B.S.N.L). The topic of the project is, HUMAN
RESOURCE DEVELOPMENT, CUSTOMER SERVICE AND MARKETING.The
organization shall make all possible efforts to have a secure and safe domain.
The data/information is very important and most critical to the business
requirements; therefore proper measures should be adopted so that the
information is well secured and protected.

Harsh Vardhan Dwivedi

BBA V Sem

INTRODUCTION
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, 2008. 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 2008. 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 2
months

PROFILE
COMPANY NAME:
Headquarters :

Bharat Sanchar Nigam Ltd.

Bharat Sanchar Bhawan,

Harish Chandra Mathur Lane,
Janpath, New Delhi

Head Office in Lucknow:

Hazratganj

BRANCH OFFICES IN LUCKNOW:

Hazratganj,Alambagh,Mahanagar,Kaiserbagh

Sapru marg,

Chairman & Managing Director : Kuldeep Goyal

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 only 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

OVERVIEW

SERVICES ON I NET

USING ON I NET

I NET CONNECTIONS

TARIFF

I NET

TELEX/ TELEGRAPH

TELEX/ TELEGRAPH

TARIFF

EPABX

FREE EPABX

TARIFF

CENTREX

CENTREX TARIFF

EPABX

HVNET

RABMN

INMARSAT

KU-BAND

TRANSPONDER

ORGANISATIONAL
CHART

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.

To provide world class State-of-art technology telecom services on

demand at affordable price.

ii.

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 STD-PCO 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

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BSNL
to light.

Several Steps have been taken at

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 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 non-payment 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

SURVEY
REPORTS

Survey in underdeveloped areas of

lucknow

QUESTION : ARE YOU USING CELL

PHONES OR LAND LINE SERVICES?
ANSWER :
32% (YES)
60% (NO)
8% (DONT KNOW WHAT DOES
THAT MEAN)

60
50
40
30
20

YES
NO
DON't KNOW

10
0

QUESTION :WHICH CONNECTION

DO YOU USE FOR BETTER SERVICE?
ANSWER :
95% (BSNL)
2% (RELIANCE)
2%(VODAFON E)

1% (AIRTEL)
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

Survey in main city (LUCKNOW)

QUESTION : ARE YOU USING CELL

PHONES OR LAND LINES?
ANSWER :
98%(YES)
2%(NO)

100
90
80
70
60
50
40
30
20
10
0

YES
NO
3-D Column 3

QUESTION :WHICH CONNECTION

DO YOU USE FOR BETTER SERVICE?
ANSWER:
70%(BSNL)
18%(RELIANCE)
7%(AIRTEL)
5%(OTHERS)

70
60
50
40
30
20
10
0

BSNL
RELIANCE
AIRTEL
OTHERS

QUESTION: DO YOU HAVE

INTERNET CONNECTION AT HOME?
ANSWER:
79%(YES)
21%(NO)

80
70
60
50
40
30
20
10
0

QUESTION :WHICH NET

CONNECTION DO YOU HAVE

YES
NO

ANSWER :
85%(BSNL BROADBAND)
8%(AIRTEL)
7%(OTHERS)

90
80
70
60
50
40
30

BSNL
AIRTEL
OTERS

20
10
0

Conclusion

Hence, from this report it is clear that

BSNL is the best service provider in
Asia.BSNL provides world class State-ofart technology telecom services to its
customers on demand at competitive
prices world class telecom infrastructure
in its area of operation and to contribute to
the growth of the country's economy.

Bibliograp
hy
Wikipedia
Bsnl