A STUDY ON CUSTOMER SATISFACTION FOR B.S.N.

L PRODUCTS AND SERVICES AND ITS ROLE IN BUILDING BRAND EQUITY FOR THE COMPANY IN COOCH BEHAR MARKET

A report submitted to Delhi Business School, New Delhi as a part fulfilment of MBA+PGP Graduate program (industry integrated) in entrepreneurship and business.

Submitted to: Director Academics Delhi business school New Delhi

Submitted by: Ratul Bhattacharyya Roll. No: 151 Batch: spring(09-11) Semester: 2nd Punjab Technical University

Internal guide: Preeti Singh Faculty: Delhi Business School New Delhi

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ACKNOWLEDGEMENT

Concentration, dedication and application are necessary but not sufficient to achieve any goal. Therefore, it is our pleasant duty to offer our service of acknowledgement to those honourable personalities of the department who helped me to follow the path to success for the completion of this project. It was indeed an opportunity for me to be a part of BHARAT SANCHARNIGAM LTD, Cooch Behar for my summer internship, as a partial fulfilment of two year degree course of Master of Business Administration. It is a great pleasure to extent my Mr Nitish

heartful thanks to Mr N.Narjinary (t.d.m), D.k.roy(s.d.e),

barman(marketting officer) , Mr Arvind kumar(j.t.o) of B.S.N.L under whose guidance I have completed my project.

RATUL BHATTACHARYYA

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DECLARETION

I hereby certify that the work which is being presented in the project entitled, ³A study on customer satisfaction for BSNL products and services and its role in building brand equity for the company in cooch behar market.´ in partial fulfilment of the requirements for the award degree of M.B.A [for D.B.S (New Delhi), 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.

DATE:

RATUL BHATTACHARYYA

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BSNL has to provide excellent services to attain a major market share and keep their Customers satisfied in all aspects. Customer Preferences. BSNL has good brand awareness among the people. five point scale was used to grade the opinion of the respondents regarding the various variables used. mathabhanga.July 2010. 4|Page . In today¶s competitive world. This could be attributed to its long history in the market and continued support from the Government. Data analysis and interpretation was done using the collected data with necessary tools including percentage analysis. The samples of 200 respondents from among the universe of BSNL users at cooch behar. This research was conducted from may 2010. This research study is useful for BSNL to understand the expectations and requirements of Customers and can serve them in a better way. tufanganj. Cooch Behar in pursuance of determining the brand equity for BSNL and then the customers feedback on the various products. The researcher strongly believes that this study would be helpful to the BSNL Management in knowing about the Customers Satisfaction. Customer Perception. Questionnaire was designed after a pre-survey interview covering all the aspects of BSNL services. mechliganj were selected at random to conduct the study. dinhata. and service requirements and about the other competitors status in the market thereby helping them in improve their quality of Services offered.Executive summery(1) 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. The researcher has done an internship project at BSNL. The BSNL staffs who were contacted to learn about the various BSNL packages and policies were also the primary source of data. It acts as a major catalyst for the economic growth. soft wares like SPSS were also used to enable efficient analysis of data.

6: Some bias may exit at the time of choosing samples. LIMITATION: 1: We have collect only 600 samples due to shortage of time. 6:70% of total respondent opt for more facilities in BSNL. 2:41.66% of total respondent are satisfied with it.16% are aware of various BSNL services. 6: Other facility BSNL should introduce or not.Executive summery(2) OBJECTI ES: 1: Which telecom connection does the consumer uses. 3: Some samples did not give response.C. 2: Whether the consumer are satisfied with BSNL network. 3:66. 2: Survey is done only in coochbehar district. 4:75% of total respondent are BSNL net users.66% of total respondent prefers BSNL P.O.O.   5|Page . 5: Customer awareness about BSNL various services. Conclusion: 1:Overall conclusion are 50% of respo ndent are BSNL customer out of 200 sample. 5:54. 3: Number of BSNL P. 4: Some might have given wrong information. 5: Sample result may not resemble with population. 4: Amount of BSNL internet user.C.

Carrier service.S. Currently has a customer base of 73 million as of June 2008. VSAT. 4 million WLL capacity. Its headquarters are at Bharat Sanchar Bhawan. 480196 Rkm of OFC Cable. It has footprints throughout India except for the metropolitan cities of Mumbai and New Delhi which are managed by MTNL. formed in October. 6|Page . India Communications Corporation Limited) is a public sector telecommunication company in India. 7330 cities/towns and 5. Janpath. BSNL has installed Quality Telecom Network in the country and now focusing on improving it. IN Services etc. introducing new telecom services with ICT applications in villages and wining customer's confidence.INTRODUCTION Bharat Sanchar Nigam Limited (known as BSNL. it has about 47. Internet. New Delhi. Broadband. expanding the network. 20. VoIP services. more than 37382 fixed exchanges. MPLS-VPN. 2008.N. is World's 7th largest Telecommunications Company providing comprehensive range of telecom services in India: Wire line. Today.5 Lakhs villages. Bharat Sanchar Nigam Ltd.1 Million GSM Capacity. GSM Mobile. Within a span of five years it has become one of the largest public sector unit in India. a status assigned to reputed public sector companies in India.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 . 3G. 63730 Rkm of Microwave Network connecting 602 Districts. To look for details and to collect data for my project I worked in B. Harish Chandra Mathur Lane. It is India's largest telecommunication company with 24% market share as on March 31. It has the status of Mini Ratna. 2000. 287 Satellite Stations. CDMA mobile. 18000 BTS. BSNL is India's oldest and largest Communication Service Provider (CSP).3 million line basic telephone capac ity.

STATUS: Mini Ratan (a status assigned to reputed public sector companies in India. Janpath.S. Harish Chandra Mathur Lane. incorporated 2000 OWNER : Government of India 7|Page . New Delhi OFFICE IN COOCH BEHAR: COOCH BEHAR S. HEADQUARTERS : Bharat Sanchar Bhawan.PROFILE COMPANY NAME: Bharat Sanchar Nigam Ltd.) FOUNDED: 19th century.A.

Nagaland. 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. 8|Page .Vodafone etc. India¶s No. no other connection is as famous as bsnl in rural areas) BSNL is the 1st company to introduce 3G in INDIA. 1 wireless service provider with more than 50 Million customers. Largest pan India coverage-over 11000 towns & 3 lakh Villages.Interesting Facts: There are 2 million BSNL mobile connections in rural India (a record. Mizoram etc. BSNL supplies phone lines to all other network such as Airtel.

To find the various factors that causes the dissatisfaction to the customer and overcome those by a better strategy. research titled ³A STUDY ON CUSTOMER SATISFACTION FOR BSNL PRODUCTS AND SERVICES AND ITS ROLE IN BUILDING BRAND EQUITY FOR THE COMPANY´ has been conducted. To evaluate understand the channels and how they working.NEED OF THE STUDY Customer satisfaction is must to understand the likes and dislikes of the customers regarding service. 9|Page . To channel the distribution which will enable to reach the customer and communicate. This will ultimately lead to customer satisfaction. To know whether customer receive the service on time. SCOPE OF STUDY The study helps to understand whether the customer is satisfied or dissatisfied. Statement of problem A study has been conducted in order to understand the customer opinion and satisfaction level of various landlines and mobile services in COOCH BEHAR. and is it full filling their needs to the desired levels. This would help to plan for the better channel and improve CRM activities which assure the customer to be satisfied.

Hence in order to understand about the customer¶s requirement their likes and dislikes preference is sine -quo-non for BSNL.Importance of study In this competitive arena communication plays a vital role so the telecom industries are the major source for communication. To suggest some guidelines to BSNL in order to provide better focused service. Tata indicom etc. To determine the status of brand awareness & brand loyalty in order to conclude about brand equity . being a public sector obviously have to compete with various players like Airtel . To ascertain the customer satisfaction level for mobile services as well as landline services. BSNL. 10 | P a g e . with their stringent rules and regulations guided by TRAI. Objectives OF THE STUDY To ascertain customer preferences of landline and mobile services . Hutch . Reliance . To learn about the brand attributes & their preferences in BSNL. To analyze the customer opinion and satisfaction with specific reference to BSNL.

Research Approach Primary data have been collected through surveys. The researcher had prepared questionnaire to elicit responses for the following areas Location Age Occupation Monthly income Mobile user Mobile service usage 11 | P a g e . The researcher has chosen 200 samples from Cooch behar. Tufanganj. Mechliganj. Secondary data have been collected from internet.Mathabhanga. Researcher has taken samples from COOCH BEHAR. Data collection has been done through the use of structured questionnaire Sampling Convenient sampling method has been adopted for this study. Dinhata .Methodology Data source In this study primary data and secondary data have been used.

Clearly marketing research i s a search for answers to some questions. production. This could be termed as marketing research at the strategic level of marketing. 12 | P a g e . there are functional areas. finance and human resources management. which comprises of both the corporate and the competitive strategies of the firm. It was a research conducted by me on the topic ³A study on customer satisfaction for BSNL products and services and its role in building brand equity for the company in CoochBehar market´ in which I tried to find out that if the customer of BSNL are satisfied with products and services. The major functional areas of business are marketing. which if answered would lead the company to make critical marketing decisions on an strategic and tactical level. Marketing research plays an important role in deciding on the market strategy by providing information necessary for choosing an appropriate strategy.RESEARCH METHODOLOGY Introduction: Every business works on an explicit or implicit µbusiness plan¶. To implement the above two strategies. which have their own strategies and plan.

the research should end up with useful information that enables a marketing manager to make a better decision.Research Objective: The research objective is to determine ³ The customer satisfaction for BSNL products and services and its role in building brand equity for the company in CoochBehar market ´ Sometimes the research objective is also called research problem. The main objectives of the research conducted are:  To ascertain customer preferences of landline and mobile services  To ascertain the customer satisfaction level for mobile services as well as landline services  To analyze the customer opinion and satisfaction with specific reference to BSNL  To suggest some guidelines to BSNL in order to provide better focused service  To determine the status of brand awareness & brand loyalty in order to conclude out brand equity  To learn about the brand attributes & their preferences in BSNL 13 | P a g e . Broadly these two terms can be used interchangeably. Whatever the terminology used.

preferences of customer and in terms of revenue generated. There were some questions which the BSNL officials were not ready to answer. The shortage of time was also a big factor that prevented us from conducting a very detailed research.  To find out the exact reason behind the shrinking customer base.  This will ultimately lead to customer satisfaction  To find out the actual reason behind the fact that.  This study will help BSNL to understand where they in terms of market share. 14 | P a g e . Limitations of research: The research had to be conducted within some of the places of Coochbehar and Kolkata and the report had to be made on basis of the findings which could well be in little differences from the facts and figures from all over India. why such a big company like BSNL is incurring loss.  The study will be like an eye opener for the BSNL¶s top marketing officials.Scope of research:  The study helps to understand whether the customer is satisfied or dissatisfied with the products and services of BSNL. exact reasons behind losing market share etc. like for example the exact figures of revenue generated.  To find the various factors that causes the dissatisfaction to the customer and overcome those by a better strategy  To channel the distribution which will enable to reach the customer.

it¶s history.Methodology of research: Sources of data: There are two types of data  Primary data: The primary data are collected by the survey conducted by the questionnaire prepared by me. These types of informations were collected from the marketing department. by mail. A prominent source of data is the CMIE or the Centre for Monitoring Indian Economy. company¶s background. External secondary data contains information available from public sources such as business newspapers. Total people: 200 Young people(18yrs to Middle aged(25yrs to 25yrs) 45yrs) 90 75 Middle and old(above 45 yrs) 35 15 | P a g e . Below is the illustration of the total sample space taken. which publishes monthly reports on various aspects of Indian economy and Industry. The surveys were even conducted by telephone. This includes information about the product being researched. market share. sales department and corporate cell for marketing intelligence in the company. business magazines. Internal records of the company are used as the point of the marketing research. Sample size: A sample size of 200 people was taken by me to do the survey. and competitors information.  Secondary data: The secondary data are of two types internal and external.

according to the definition it is clear that in this technique of data collection we basically observed which brand the customers are preferring more either they are more inclined towards BSNL or any other like the main competitors of BSNL like the bharti Airtel . so that it is possible to meet every one. Moreover the level of reliability on the results of such surveys are very less and are prone to incorrect results. and even my mail. Vodaphone. The questionnaire used for the survey is in the Annexure part of the report. etc. body language of the respondent can¶t be observed. TATA. 16 | P a g e . The field work was done by me at different places like homes. RCOM. It was conducted in person that is by meeting the person personally. dealerships. etc.Method of collection of data:  Survey: This technique of data collection has already been discussed about above in the report. The surveys were done in the office time. over telephone. franchises.  Observation: Observation is a technique where the consumers So behaviour is recorded. usually without his/ her knowledge. So approximately 80% of the surveys conducte d were by meeting persons personally. shops. The main disadvantage of conducting surveys over telep hone or mail is that the facial expression. offices.

 Observation: Observation is a technique where the consumers behaviour is recorded. The surveys were done in the office time. Tools and Techniques used: There different tools and techniques used for the survey are as follows:  Survey: This technique of data collection has already been discussed about above in the report. the mail id. It was conducted in person that is by meeting the person personally. So approximately 80% of the surveys conducted were by meeting persons personally. The field work was done by me at different places like homes. offices. The questionnaire used for the survey is in the Annexure part of the report. shops. laptop for typing purpose. etc. usually without his/ her knowledge. The main disadvantage of conducting surveys over telephone or mail is that the facial expression. over telephone. for the graphical analysis I used the excel sheet. So according to the definition it is clear that in this technique of data collection we basically observed which brand the customers are preferring more either they are more inclined towards BSNL or any other like the main competitors of BSNL like the bharti Airtel 17 | P a g e .Instruments used: The instruments used for the survey are the questionnaires. so that it is possible to meet every one. Moreover the level of reliability on the results of such surveys are very less and are prone to incorrect results. dealerships. franchises. body language of the respondent can¶t be observed. and even my mail.

and measuring the effects.  Experimentation: In this I measured the effect of one or more variables by changing the level of some variables. Qualitative technique: This technique included word association where the respondent was asked for a word that comes to his / her mind after thinking of the brand BSNL. Research process: 18 | P a g e .

19 | P a g e . Reason for Switching. Chances of Switching. iii. Monthly Income. For few questions researcher was not able to get proper response which are as follows: i. ii. For few questions researcher was not able to get proper response which are as follows :Time was not sufficient to conduct detailed study.Limitations of the study Study has been conducted only in few areas of COOCH BEHAR.

20 | P a g e . BSNL 3G.Conclusion: To conclude the research I would say that the research was done with great effort and by using different techniques like personally interviewing the customers. like BSNL Broadband. The research will provide the BSNL officials about the state of satisfaction in the customers mind about their products and services. observing the trend of the of the customers to find out about the customer satisfaction for the BSNL products and in turn the brand equity in of the company in CoochBehar market.

It is a well known fact that BSNL was carved out of Department of Telecom to provide level playing field to private telecoms. Subsequently in 1990s the telecom sector was opened up by the Government for Private investment. therefore it became necessary to separate the Government's policy wing from Operations wing.BSNL operates as a public sector 21 | P a g e . The Government of India corporatized the operations wing of Dot on October 01. In 1975 the Department of Telecom (DoT) was separated from P&T. Earlier it was part of erstwhile Post & Telegraph Department (P&T).LITERATURE REVIEW The Background: The foundation of Telecom Network in India was laid by the British sometime in 19th century. In 19th century and for almost entire 20th century. the Telecom in India was operated as a Government of India wing. 2000 and named it as Bharat Sanchar Nigam Limited (BSNL). DoT was responsible for running of Telecom services in entire country until 1985 when Mahan agar Telephone Nigam Limited (MTNL) was carved out of Dot to run the telecom services of Delhi and Mumbai. The history of BSNL is linked with the beginning of Telecom in India.

MISSION: To provide world class state-of-art technology telecom services to its customers on demand at competitive prices. MISSION AND OBJECTIVE VISION: To become the largest telecom service provider in Asia. 22 | P a g e .VISION. Build customers confidence through quality and reliable services. o Implementation of Triple play as a regular commercial proposition . Contribute towards: o National plan target of 10 crore subscriber base for the country by 2010 o Broadband customers base of 20 million in the country by 2010 o Telephone in all villages. To provide world class telecom infrastructure in its areas of operation and to contribute to the country¶s economy. Provide bandwidth on demand. Objectives: To be a lead Telecom services provider.

THE BSNL SERVICES yBSNL LANDLINE y PHONE PLUS SERVICE yNEW TELEPHONE CONNECTION y PERMANENT CONNECTION y CONCESSION IN RENTALS y SHIFT OF TELEPHONE y TRANSFER OF TELEPHONE y TELEPHONE TARIFF yBSNL MOBILE y POSTPAID y PREPAID y UNIFIED MESSAGING y GPRS/WAP/MMS y DEMOs y TARIFF y SMS & BULK SMS yBSNL WLL yINTERNET SERVICES y NETWORK y BROADBAND y TYPES OF ACCESS y WI-FI yCO-LOCATION SERVICE y BSNL WEB HOSTING y INTERNET TARIFF y DIAL UP INTERNET y SMS& BULK SMS yBSNL BROADBAND y REGISTER ONLINE y TARIFF y FAQ y CHECK USAGE yBSNL MPLS-VPN yISDN y ISDN 23 | P a g e .

y TARIFF yLEASED LINE y LEASED LINE y TARIFF yINTELLIGENT NETWORK y FREE PHONE SERVICE y PREMIUM RATE SERVICE y INDIA TELEPHONE CARD y VIRTUAL PRIVATE NETWORK (VPN) y VOICE VPN y UNIVERSAL NUMBER y UNIVERSAL PERSONAL NUMBER y TELE VOTING yVIDEO CONFERENCING y OVERVIEW y TARIFF y FAQ y AUDIO CONFERENCING y OVERVIEW y TARIFF y FAQ yI NET y OVERVIEW y SERVICES ON I NET y USING ON I NET y I NET CONNECTIONS y TARIFF     yTELEX/ TELEGRAPH y TELEX/ TELEGRAPH y TARIFF yEPABX y EPABX y FREE EPABX y TARIFF y CENTREX y CENTREX TARIFF 24 | P a g e .

y HVNET y RABMN y INMARSAT y KU-BAND y TRANSPONDER y 3G SERVICES y y y POSTPAID PREPAID TARIFF 3G DATA y DATA COMMUNICATION y y y RABMN INMARSAT HELP DESK y y DSPT SERVICE GLOBAL CONFERENCING HELP DESK 25 | P a g e .

(c). All the main and subdivisiniol towers are connected in the network. (d). Video conferencing. 1: Data one:under This is attracting the customers of all the districts West Bengal .A . sub franchises . FOLLOWING ARE THE MAIN PRODUCT AND SERVICE OF THE BSNL COOCH BEHAR S. stores throughout the service area. Backup to leased lines.ITCs of various types are available at franchises . 2:ISDN:.km and population more than 8 crores.ABOUT BSNL BSNL COOCH BEHAR S. 26 | P a g e . High speed data transfer.ISDN is available across the area Following services are offered by ISDN lines (a).S. ISDN dialup internet access.S. 3:India Telephone Card:.It is a prepaid card service accessible from all BSNL land lines wireless in local loop (WLL) and cellular connections .A is a district part of West Bengal telecom circles which serves the state of West Bengal with the coverage area of 86552 sq. (b).

service executives . This service is lucrative for companies conducting option based voting across any geographic boundary giving maximum coverage. 6:VAN service:. This enables them to get all their all calls by suitable programming in their service profile by attiring their phone numbers.It suits the corporate houses to reach their personals by dialling the VPN numbers instead of individual landline or mobile number.It is post paid in service service accessible from BSNL land line phones . 8:Landline service:- Through managed leased line network (MLLN) system across the wide covering all district head quarter s . consultants . 27 | P a g e . This service suits the requirements of professionals like doctors. This service suits the requirement of companies for allowing tool free enquiry by the intruded customers.It is a post paid in service accessible from all BSNL land line phones . 7:VPN service:.4:Televoting service:. 5:Free phone service:.It is a post paid in service accessible from all BNL land lines. important towers and below that on the OFD network. Availability of service platform like MPLS-VPL bring the growth of IT and IT based industries .

FIGURE.1.1      28 | P a g e .

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Video-on-Demand. Keeping the global network of Networks networked. Subsequently. You can use your dialup sancharnet account from any place in India using the same access no µ172233¶. BSNL also offers Web hosting and co-location services at very cheap rates. data and image transfer over the 31 | P a g e . other services such as VPN. Multicasting.per month only. Video Conferencing. the facility which no other ISP has. Countrywide telephone Service through 32.250/.000 electronic exchanges. BSNL launched Data One broadband service in January 2005 which shall be extended to 198 cities very shortly.Here is an overview of the World Class services offered by the BSNL The Plain old.7 million for sancharnet service. the countrywide Internet Services of BSNL under the brand name BSNL BROADBAND includes Internet dial up/ Leased line access. The minimum speed offered to the customer is 256 Kbps at Rs. The service is being provided on existing copper infrastructure on ADSL2 technology. Broadcast application etc will be added. ISDN Integrated Service Digital Network Service of BSNL utilizes a unique digital network providing high speed and high quality voice. for web browsing and E-mail applications. CLI based access (no account is required) and DIAS service. Digitalized Public Switched Telephone Network (PSTN) with a host of Phone Plus value additions. BSNL has customer base of more than 1.

same line. It can also facilitate both desktop video and high quality video conferencing. such as: Free phone service [FPH] India Telephone card [Prepaid Card] Account Card Calling [ACC] Virtual Private Network [VPN] Tele-Voting Premium Rae Service [PRM] Universal Access Number [UAN] and more 32 | P a g e . Intelligent Network Intelligent Network Service (In Service) offers value-added services.

x.25 x. Short Message Service (SMS) both national and international. You can use Cellone in over 160 countries worldwide and in 270 cellular networks and over 1000 cities/towns across India. unified messaging service (send and receive e-mails) etc.28 leased. Bandwidth is available on demand in most cities.28 Dial up (PSTN)Connection and frame relay services. Managed Leased Line Network (MLLN) offers flexibility of providing circuits with speeds of nx64 kbps up to 2mbps. Limited mobility without any air-time charge News:33 | P a g e . It offers x. Cellone offers all India Roaming facility to both pre-paid and post-paid customers (including Mumbai & Delhi). Voice Mail. Cellular Mobile Service BSNL¶s GSM cellular mobile service Cellone has a customer base of over 5. useful for Internet leased lines and International Principle Leased Circuits (IPLCs). WLL This is a communication system that connects customers to the Public Switched Telephone Network (PSTN) using radio frequency signals as a substitute for conventional wires for all or part of the connection between the subscribers and the telephone exchange.Inet India s x. Helping relieve congestion of connections in the normal cable/wire based network in urban areas. Countrywide WLL is being offered in areas that are non-feasible for the normal network. It offers a choice of high. Connecting the remote and scattered rural areas. Cellone provides all the services like MMS. medium and low speed leased data circuits as well as dial-up lines.2 million.25 based packet Switched Public Data Network is operational in 104 cities of the country. It has got coverage in all National and State Highways and train routes. GPRS. Leased Line BSNL provides leased lines for voice and data communication for various applications on point to point basis. E-mail.

BSNL offers free Insurance coverage for its subscribers in case of Accidental Death Permanent total disability due to accident The Insurance coverage scheme will be applicable for its subscribers of landline including WLL & post-paid cellular services. Ltd.GSM Hardware Tender:BSNL has trimmed down its 60 million GSM tender by 50% .000 34 | P a g e . The capital sum insured per connection is Rs. BSNL Brands In year. The customers will be covered by Bajaj Allianz insurance co. 50. where as main bidder Ericsson has picked up its share of Order . BSNL changed the name of all its existing services to streamline its Brand Portfolio SERVICE TYPE OLD NAME NEW NAME Landline phones CDMA [Wired] Bfone BSNL Landline Wireless Tarang BSNL WLL landlines/mobiles GSM Postpaid Mobiles Cell One BSNL Postpaid Dial ±Up Internet Broadband Internet Sancharnet Dataone BSNL internet BSNL Broadband mobile BSNL offers free insurance coverage for customers :-In the first move of its kind in the Telecom sector in India . 2008.the second bidder NSN has not accepted order so far.

824 Total Number connections Public [Local.99.011 Total number of connection STD Stations Number of STD stations Transmission Systems as on 31/3/2007 35 | P a g e .484 Village Telephones Public as on 31/5/2007 of 20.82.49.31.544 Total connections 5.The period of insurance will be initially for 1 year from 14 January 2008. TELEPHONE BSNL Landlines Total number of as on 31/5/2007 3.457 connections WLL as on 31/5/2007 number of as on 31/5/2007 35.53. Highway] Telephone as on 31/5/2007 STD& 32.

37.23 .130 5.N.658 Some of the B.024 45.366 State Highway Covered (Km) 55.300 Railway route Covered (Km) 28.727 Mobile Services Total number of connections 2.81.283 District Headquarters Covered 608 Total Number of villages Covered 19.84.S.Transmission systems DIGITAL Route (Kms) Microwave Coaxial UHF Optical Fiber Satellite based Services MCPC-VSATS IDR Systems (2 Mb/8Mb) 98/23 95 Route(Kms) 5340 6.L Broadband advertisement: 36 | P a g e .418 National Highway covered (Km) 51.

Fig: 1 (Source: B.N.S.L official site) 37 | P a g e .

N.Fig: 2 (Source: B.S.L official site) 38 | P a g e .

L 39 | P a g e .N.S.use of boll wood stars by B.

Contention Ratio is 1:25) Post Paid Broadband Tariff Promotional Schemes and Offers y Extension of Promotional scheme allowing ³15 days Unlimited Free Download´ to the New customers Registering up to 15.04.BSNL Broadband Tariff (Max. y Promotional scheme to offer double Bandwidth Speed Special Relief Scheme SAMADHAAN (Now Extended up to 30th June 2010) y INITIAL AND OTHER CHARGES LIMITED USAGE PLANS ( Both for Home & Business Users ) y BB Standalone Plans y BB COMBO Plans y BB HIGH SPEED Plans UNLIMITED USAGE PLANS y BB for Plans Home y Standalone BB Plans for both Home & Business Users y Combo BB Plans for Home Business Users both & Users only y Limited /Unlimited BB Plans for Common Service Centres (CSC's) 40 | P a g e .2010.

F. Super. FMC. Rural . Speed. UL/ULF.y Rural USOF BB Plans (Limited /Unlimited) for Rural Home & All Rural y OLD BB PLANS FOR WHICH NO FRESH REGISTRATION W.E.2010 y Temporary Broadband Connection Special BB Plan for Educational Institutes in Rural areas y Note: The elaboration for the following abbreviations used in this circular is as follows: G/Home/CSC. 01. Combo. USOF. G-> General FN Rural USOF Super Speed Combo in case night unlimited (02:00 hrs to 08:00 Hrs) is free in case the plan is rural plan in case the plan is USOF Plan refers to high speed 16/24 Mbps Plan Refers to 8/16/24 Mbps Plan in case the plan is a combo plan inclusive of landline rental UL ULF Unlimited Unlimited usage with fair usage (except rural USOF and CSC plans) FMC E/P/CS represents the fixed monthly charges represents whether the plan is a special plan for 41 | P a g e .04. FN. E/P/CS G/ Home/ CSC refers to the applicability of the plans to the user segment.

In case a subscriber joins/ leaves in the middle of a month. the charges shall be adjusted on pro -rata basis taking the disconnected FMC rate. In case of surrender of Broadband Connection after one month.enterprise. the charges shall be recovered on pro -rata basis. the fixed monthly charges for unlimited Broadband Plans shall be calculated on proportionate 42 | P a g e . y Security Deposit & Fixed Monthly Charges for the Modem will be as per the existing instructions. y In case of premature surrender of Broadband Annual plan option. promotional plan or Circle specific plan & Terms and conditions : y Security deposit and installation charges for Landline telephone shall be taken from new customers as applicable for Local/STD/ISD. y No security deposit for BroadBand Connections up to Plan 500 and for CICs on bulk connections (>25) subject to an undertaking by CIC. y Minimum Hire period for all Broadband plans will be one month. In addition one month full FMC shall be levied as early termination charges hence forth.

In this case. y 20% discount on Broadband services (usage and Rental) to Government Employees (Central Government/ State Government/ 43 | P a g e . the modem charges shall not be applicable.y basis that is actual number of days of connection working subject to the commitment of minimum period of hire. the modem shall be the property of the customer and will not be required to return in case of surrender. y The customer will have choice to select the modem type of his choice but subject to availability. They are not eligible for Home Unlimited Plans. shops. who have either procured the modem or have taken the modem under the committed period plan. firms. will be subject to that the customer commits for a period of 12 months and pays the necessary charges in advance. y For the broadband plans. An undertaking shall have to be given by the customer in this regard. educational institutes or any other commercial entity can take only Business Plan. y Subscribers having telephones in the name o f Company. y Home plan can be taken on Bfones in name of Government/company but actually working at residences of their employees. where free modem is offered to the customer. y The tariffs of all the Broadband plans mentioned above are in addition to the normal Monthly charges / usage charges of the Bfone except combo plans. y For the customers.

44 | P a g e . All others terms and conditions will remain same as issued earlier from time to time. y y The tariffs mentioned above are exclusive of service tax. 1500/ . y Billing for the service will be included in the normal B -fone (Landline Phone) bill. Monthly rental will be collected in advance and usages charges will be in arrears.per annum. In case. the uplinking will be maximum up to 768 kbps. y For all the plans. The billing cycle shall be same as B-fone billing cycle. y The rebate in Fixed Monthly charges will be granted on proportionate basis if the Broadband services remain interrupted /faulty for continuous more than 3 days. one additional static IP address can also be offered @ Rs. y For Broadband plans where bandwidth is 1Mbps or more.PSUs) and to Visually Impaired customers of both existing / new connection. Dynamic IP addresses only will be given. where the provision of static IP address has been made.

45 | P a g e .

Pre Paid Broadband Tariff:

46 | P a g e

Initial charges at the time of application:
Particulars Amount of Rs.

Installation Charges Modern charges outright purchase Type-B1/B2 for Type-W2

Rs. 250/-*

Rs. 1000/-** Rs. 1000/-**

* Service Tax extra, ** Sales Tax and other Govt. levies extra Note: The Customer desirous of taking Prepaid BB service of BSNL has necessarily to be Landline customer of BSNL. Installation charges and Modem charges shall be collected in advance through Demand Note through the local commercial system at the time of application for Prepaid BB connection. In case of customer having his/her own modem, only Installation charges shall be collected in advance through Demand Note through the local commercial system at the time of application for Prepaid BB connections. Creation of Prepaid broad account: The creation of Prepaid BB account will be free of any charges and the account will be created with complementary balance of 50 MB in any Plan and with validity of 15 days from the date of creation. Plan vouchers available to the customers: To continue the Prepaid Broadband account after its creation, the customer has to recharge his a ccount by any of the following Limited plan vouchers as per his/her choice.

Limited download/upload plan vouchers ( up to 2 Mbps ):

47 | P a g e

Sl N o.

Vouc her Type

M RP

Serv ice

Administ rative Charges( Rs)

Usage

Rate

Vali dity

Grace period (in days)* GP-I

Grace period (in days)** GP-II
75

Amount Per (Rs)

(Rs Tax ) 10.3 0%

MB(In (Day Rs) s)

1

BB RL 50

50

4.67

15

30.33

7

15

2

BB RL 100

100

9.34

20

70.66 0.06

15

15

75

3

BB RL 250

250

23.35

25

201.65

30

15

75

4

BB RL 500

500

46.69

50

403.31

45

15

75

5

BB RL 750

750

70.04

0

679.96

60

15

75

0.40 120 0 112.0 6 0 1087.94

6

BB RL 1200

75

15

75

7

BB RL 1600

160 0

149.4 1

0

1450.59

90

15

75

8

BB RL 2000

200 0

186.7 6

0

1813.24

120

15

75

9

BB RL 5000

500 0

466.9 1

0

4533.09

0.30

210

15

75

Source: B.S.N.L Franchise¶s office (Coochbehar) For limited Plans, balance usage value if any available will be carried forward, in case of recharge within the Grace Period *GP -I (i.e. 15 days). Beyond 15 days (*GP-I), balance usage value if any available will not be

48 | P a g e

the account of the customer shall be deleted from the system. Voucher Type MRP including service tax @ 10.66 2 BB Top Up 200 200 18.30% Validity in @ days (for accounts) Source: B.L Franchise¶s office (Coochbehar) Top Up vouchers for limited plans: Sl.carried forward.S.30%(in Rs) 1 Service @ 10.69 453.L Franchise¶s office (Coochbehar Winmx tariff plans: 49 | P a g e .S.35 60 NIL 14. No.32 3 BB Top Up 500 500 46.68 181.30%(in Rs) 1 BB Validity 100 100 2 BB Validity 150 150 3 BB Validity 250 250 NIL 23.N. Voucher Type MRP including service tax @ 10.34 90.30% Tax Usage Amount BB Top Up 100 100 9. but the customer can recharge his account up to another 75 days (**GP-II).34 30 Usage Amount Service Tax 10.00 45 NIL 9. After expiry of the additional grace period of 75 days (**GP-II).N. No. Validity vouchers of limited plans: Sl.31 Source: B.

N.)* Free (Per ID) Dl/UL limit Unlimited Email 2/5 MB email 2/5 MB 2/5 MB 2/5 MB 4/5 MB 4/5 MB 10000 18000 44000 80000 120000 200000 1000 1800 4400 8000 12000 20000 IDs/ Space per month Security Deposit One month¶s Fixed Monthly Charges Source: B.L Franchise¶s office (Coochbehar) 50 | P a g e .Particulars Home Business BU WI 8000 BU WI 12000 BU WI 20000 HO WI HO WI BU WI 1000 1800 4400 Bandwidth 256 Kbps 512 Kbps 256 Kbps 512 Kbps 1024 Kbps 2048 Kbps MU Single/ Multi SU user (SU/MU) One time 750 SU MU MU MU 750 750 750 750 750 Installation Charges (Rs.)* Fixed Monthly Charges* (Rs.S.) Discounted Annual Payment Option (Rs.

However. ‡ Incoming video call facility allowed to 2G customers with 3G enabled handsets will continue to be allowed until further order. the customer will also have to pay Rs. for getting validity the customer has to recharge with data recharge voucher or fixed monthly charges in case of postpaid connection. if the replacement of SIM/USIM is due to technical reason beyond the control of customer.59 (Incl.59. Initial SIM & Activation Charges for both Voice and Data plans under 3G post-paid and prepaid service: Sl. Promotional 3G Offers ‡ Customers purchasing 3G Data card from BSNL and activating the same will get free data usage of 6 GB per month as 1GB day/any time and 5GB night usage for two months from the date of activation as a promotional offer until further order. replacing the existing 2G SIM. of S.30% in Rs. ‡ In case of migration from 2G prepaid to 3G prepaid. General Terms and conditions:‡ In case of migration from 2G to 3G. 51 | P a g e . ‡ Replacement of defective SIM/USIM will be free of cost to be made at CSC only. Tariff 59 5. the customer may continue with the existing 2G SIM without any charge or may opt for a new 3G USIM with higher memory for Rs.51 0 7 Nil 59 2. 1 2 3 4 5 6 7 Note:- Particulars SIM & Activation Starter pack with SIM in Rs. New USIM price in case of Migration from 2G to 3G in Rs. Validity in days Migration charges from 2G to 3G and vice versa in Rs.Tax) will be levied. (Incl. of S. Usage Value with SIM in Rs. However. if the replacement of SIM/USIM is due to customer negligence Rs. Tax ) Service Tax @ 10.1. the unutilized account balance validity in 2G will be carried forward to 3G.59. No other freebies may be allowed for the above data cards. In case customer wants new USIM. The free usage of 6 GB will be added to the free usage available with the data plan.

Local 0./SMS) i. Video Call . Particulars 3G prepaid general 120 Plan First Recharge Coupon in Rs. Video call ± Incoming (Rs/Min) 0. Free Local/National Video calls (On net) in Min NA iii.00 v. Free SMS in Nos.Local Outgoing (Rs/Min) 1.70 ii.70 Reduced call charges to any one BSNL vi.00 vi.30 B Video Call i. Voice .30 ii.20 iv. Voice Call ± Incoming (Rs/Min) 0.00 7 0.50 52 | P a g e . number 0.STD Outgoing (Rs/Min) 1.70 ii. NA iv.(Rs. Local. Free Voice call minutes NA ii.1 3G prepaid general 120 plan and promotional 3G plan: Sl.50 v.00 6 P2P SMS (Rs. (Incl.01 Data Rate (Rs/10KB) 8 National Roaming i.00 S.50 ii.70 vii. numbers 0. STD ± On-net 0.Off-net 0. Local ± Video calls 0. Free Data usage in MB ** NA 4 Pulse (Sec) 60 5 Call Charges in Rs.On-net 0.50 iv./Min A Voice Call i. Video Call .# i. No. of 1 120. Voice ± STD Outgoing (Rs/Min) 0. International 3.70 iii. STD ± Video calls 1.Tax) 2 180 Validity of FRC in days 3 20 Free Usage with FRC in Rs.50 iii. National 0. Local/National SMS.70 Reduced call charges to any two BSNL iii./SMS) 0.y 30 paise promotional voice tariff 1.Local Outgoing (Rs/Min) 0. STD ± Off-net 0. Local.

01 9 Value Added Services As per content providers tariff 10 For extension of validity 3G RCVs 11 All other charges.2011. i) 100 Min video call and 200 MB data free to be used within 30 days from the date of activation.02.2010.03.2010. /10KB) 0.e. 3G Promotional Plan STV for existing prepaid customers: Sl.30% in Rs.2010 the promotional tariff will be allowed upto 05.20 Tariff Validity in days 180 days Free Local/National video NIL call Free Data Usage NIL All other terms and As per 3G promotional plan 120 conditions mentioned above at 1.2 Recharge Voucher MRP Rs.e. 53 | P a g e .1 The above STV will be available with effect from 11. Note: (a) For 3G customers enrolled upto 06.No.99 S.Tax) Usage Value Rs.09. upto 26.02. tariff validity 365 days and 180 days will be migrated en-mass after completion of tariff validity period from the date of close of promotional period.03.versa is free .2010 to 31. of Rs. in Rs. Migration from existing 2G & 3G prepaid plans to 3G prepaid general 120 plan and vice. The unutilized account balance and validity of the existing plan will be carried forward to the migrated plan.2010 up to 31. the promotional tariff will be applicable for 180 days i. Processing Fee in (Bonus UV) in Rs. Data Charges (Rs.(except south zone) (b) For customers enrolled from 07.viii.02. Tax @ Card Value Validity in Usage 10. 1 2 3 4 5 6 Particulars 3G Promotional plan STV MRP of STV (Incl. ii) 1000 Local and 1000 national SMS free. terms and conditions As per 2G prepaid General plan Promotional offer for 90 days: The following freebies are to be offered on activation of 3G prepaid SIM through FRC.2010. days Value Rs.02. (for south zone only) 1. in S. (except south zone) (c) The customers enrolled in pre revised and revised 3G promotional tariff i.00 ix. International SMS 3.

16 49.73 39.16 54 | P a g e .27 20.72 -308.55 110 220 330 550 1100 3300 5.46 299.18 98.82 51.73 199.18 498.84 15 30 60 90 180 365 365 35 75 160 250 400 1000 3300 14.54 30.86 24.64 -2.46 49.28 2991.14 10.64 997.36 102.86 99.72 308.

55 | P a g e .

download favorite videos. Rs 650 and Rs 1. customers would State-owned Bharat Sanchar Nigam Ltd (BSNL) launched next generation 3G mobile services in India. BSNL is going to offer the following services with 3G:  Vide c nfe encing  Ric Multimedia ex e ience  Vide on demand  Inte net s eeds upto 2mbps  Faste video streaming  Mobile Gaming ¦¥ £ ¢¢ ¡  Vide calling  © ¨ § ¤ 56 | P a g e . 3G is next generation mobile communication system where in which it enhances the multimedia experience and high speed mobile broadband. mp3 a nd also support video messaging. currently 3G is provided by BSNL and MTNL only.BSNL launched their 3G service in India. With 3G you can download at a speed of 384 KBPS. Since BSNL and MTNL are state owned.S.N. B. BSNL CMD Kuldip Goyal said 3G services customers would have three monthly subscription options of Rs 350. It also provides the ability to view high quality video on your mobile. As we all know. You can watch your TV program.L had setup 3G experience centers where we can see the live demo and experience the power of 3G. But private operators like Airtel and Vodafone are still waiting to get spectrum through auction process. politics is sick around the globe and seems to be worst in India also get the 3G services through a bundle offer. they have the privilege over others. Apart from this.350.

All blank Customer application forms supplied by BSNL will have to be collected by the retail compan y after being filled by customers along with requisite payment and identity proofs and verified by authorised signatory.The Marketing Strategies of B.L: State-run BSNL is looking for tie-ups with big retail chains in the country to sell its products and services under an aggressive marketing strategy. which will be co nverted to exchange wait list and merged on daily basis. wholly-owned by the government. Retail chains will also need to maintain list of transactions. has been trying to sell its pro ducts and services aggressively 57 | P a g e . The chains need to have a minimum 50 outlets and pan-Indian operations with annual turnover of minimum Rs 50 crore for the past two years. BSNL. The outlets will sell SIMs. A senior official of the PUS said that the initial agreements will be entered into with the successful retail chain or with the lead partner of a consortium for two years.S.500. which can be extended further as per performance. The authorised signatory shall be responsible for verifying customers' identity proofs along with CAFs. The company is inviting proposals from interested retail chains directly or through consortium to sell BSNL¶s products and services from their outlets. Mumbai.N. waiting lists. BSNL has operations across India except Delhi and The retail chains will get upfront payment for basic commission and discounts ranging from Rs 150 to Rs 1. instruments and other telecom products and will have to verify customer identity as per the government norms.

and that vision creates consequences. therefore. vision affects the choices we make and the way we spend our time. to provide world class telecom infrastructure to develop country's economy. History is full of examples that many organizations have vanished grown and vanished overnight as their path to achi eve vision was not based on principled way. The best way to implement is to involve them in formulation. principles. But even if it is conceived by higher management th en it Principles drive results. Visions drive Key is to base vision on has to be explained to each and every individual of the organization.´ . Marketing vision of the BSNL has to be based on overall mission and vision of the organization. More than any other factor. 58 | P a g e . The strongest form of vision / motivation is to base vision on ³What Legacy we want to leave.Stephen R Covey.Audre Lorde We all have some visions of ourselves and our future. . Vision of the organization can only be translated into reality. People do spend time in malls. It is true for individuals as well as organizations.´ and to achieve it we must take a principle centered path. otherwise it may remain as a showpiece. ³Our visions begin with our desires. consequences. The mission of BSNL is to provide world class State-of-art technology telecom services on demand at affordable price. it will be easier for them to access the products and services and get their queries answered rather than visiting Sanchar Hats to buy the products.to the customers with a strong marketing focus. if it is shared by one and all. said an analyst.

L marketing is about creating a competitive advantage by being the best at understanding. Strong lives are motivated by dynamic purposes. Kenneth Hildebrand. At its most basic. B. technology and business processes.N.S.N.And the vision of BSNL is to become the largest telecom Service Provider in Southeast Asia. The concept of the product life cycle is giving way to customer life cycle. people. The ultimate objective of any marketing activity is to satisfy the customers and today even a step ahead i. organisations and relationships and the combination creates the need for the management. maintenance and optimization of long-term mutually valuable relationshi ps between consumers and organisation. communicating. who should continually feel that they are getting more value of the money. So we must revise and review so that focus is never lost. development. and delivering and developing existing customer relationships in addition to creating and keeping new customers. for which customers are offered something beyond their expectations from the service or the product. Successful Marketing of B. Marketing Objective.S.e. The objective being to acquire and retain the customers. Marketing involves customers. In dynamic environment anything permanent is change.L focuses on understanding the needs and desires of the customers and achieving them by placing these needs at the heart of business by integrating them with the organisation strategy. they are departing with. Marketing is the establishment. µdelighting¶ the customers. focusing on developing product s that anticipate the 59 | P a g e .

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.L marketing Strategy will take the business vision and apply it to the customer base.N.  Promoting the product. The Marketing focuses greater attention on how to deliver customer satisfaction and organisation will begin to structure itself around customer segments and not product lines.  Pricing the product correctly. B.N. The marketing process of B.S.L is broad and includes all of the following: Discovering what product. Customers have changing needs as their life styles alter the development and provision of products and services that continuously seek to satisfy those needs is good Marketing. service or idea customers want.S.future needs of existing customers and creating services that extend the existing customer relationship beyond there transaction like the new 3G.  Selling and delivering the product into the hands of the customer 60 | P a g e . spreading the word about why customers should buy it.  Producing a product with the appropriate features and quality.

L: During the financial year 2008-2009 (from April 1. MTNL which operates in Mumbai and Delhi first launched 3G services in these cities 61 | P a g e . however.S.N. the success of the scheme is not known. 2009. In order to woo back its fixed-line customers BSNL has brought down long distance calling rate under OneIndia plan. The reduction in ADC may hit the bottom lines of BSNL. 2009 to March 31. w.The Main competitors of B. April 1. BSNL launched 3G services in 12 cities of country in 2nd march 2009. However. Access Deficit Charges (ADC. the Fixed line customer base of BSNL is declining.1 million new customers in various telephone services taking its customer base to 75. BSNL faces bleak fiscal 2009-2010 as users flee Presently there is an intense competition in Indian Telecom sector and various Telcos are rolling out attractive schemes and are providing good customer services.9 million. BSNL's nearest competitor Bharti Airtel is standing at a customer base of 62. a levy being paid by the private operators to BSNL for provide service in non-lucrative areas especially rural areas) has been slashed by 20% by TRAI.3 million.e.f. 2009) BSNL has added 8. despite impressive growth shown by BSNL in recent times. However.

On top of that. BSNL¶s main business.Source: www.google.com Description: Landlines. is a shrinking market. it is losing share to rivals and is making huge losses: 62 | P a g e .

2009. In the last three years. the Fixed line customer base of BSNL is declining. In order to woo back its fixed-line customers BSNL has brought down long distance calling rate under OneIndia plan. Access Deficit Charges (ADC.9 million.e. BSNL's nearest competitor BhartiAirtel is standing at a customer base of 62. however. 2009) BSNL has added 8.N. Presently there is an intense competition in Indian Telecom sector and various Telcos are rolling out attractive schemes and are providing good customer services. ³There was always a lot of pressure and interference in the procurement of equipment. the success of the scheme is not known. despite impressive growth shown by BSNL in recent times. What has changed is that the mess in procurement is pulli ng BSNL down like never before.´ That hasn¶t changed. w.´ says Seth.MTNL which operates in Mumbai and Delhi first launched 3G services in these cities. BSNL launched 3G services in 12 cities of country in 2nd march 2009.3 million. a levy being paid by the private operators to BSNL for provide service in non-lucrative areas especially rural areas) has been slashed by 20% by TRAI. 2009 to March 31. ³BSNL rarely has the equipment to expand its services when it needs it the most. However.S. April 1.L: During the financial year 2008-2009 (from April 1. BSNL has grown slower than the industry average in the mobile segment and has lost market share 63 | P a g e . The reduction in ADC may hit the bottom lines of BSNL. BSNL faces bleak fiscal 2009-2010 as users flee.Major problems of B. However.f.1 million new customers in various telephone services taking its customer base to 75.

Says Uppal: ³Had it shared infrastructure. as an example of narrow thinking. they had no choice but to build their own infrastructure. BSNL didn¶t even have a customer service call centre till last 64 | P a g e . In mobile services.´ At the time of corporatisation. it refused to rent its unused infrastructure to them.The employees of BSNL : ³These 1. So. Customers in non-metro areas went as they trusted BSNL as a brand and didn¶t have many choices besides it. In landline. despite being more qualified. They were not engineers. it wasn¶t doing any push marketing. BSNL¶s approach to infrastructure sharing: Both in landline and mobile. it didn¶t even leverage its pan-India coverage to good effect. They feel that BSNL is suffering because of such non- executive people occupying executive posts. but they lack the will to work to their capabilities. it wasn¶t doing any marketing at all. exchange employees) were promoted to do administrative work.´ says VAN Namboodiri.´ started sharing its mobile towers. The young engineers joining today have to work under them. ³This is impacting the company¶s growth. instead of speeding up their infrastructure. BSNL¶s faulty marketing policies: BSNL¶s marketing policies were It¶s only now that it has centred around the belief that customers will come to it. Customers had to go to its exchange to apply for a connection. many non-executive employees (linesmen. it would have earned immediate revenues and derived a long-term competitive advantage by making its rivals dependent on it. BSNL was the first operator to have a pan-India coverage. They are talented. When private players were expanding.500 people are non-committal to the growth of BSNL. General Secretary. BSNL Employees Union. but they had functional knowledge. but it didn¶t cut much water in the metros.

have been falling consistently. paints a grim picture for BSNL. And unlike others. Given the 2013 projected subscriber base of 876 million. Some of these losses are because of the shrinking of landline demand. that is 70 million subscribers for BSNL an addition of just 16 million su bscribers from current levels.year. during the same period. a consultancy. there was no ad blitz informing consumers of the change. 65 | P a g e . It has forecast that BSNL¶s market share in the mobile segment will decline from 12.L: Its landlines. Likewise. from 35 million subscribers in June 2006 to 29 million subscribers in June 2009. Extrapolating from historical trends and current market conditions.7% in June 2009 to 7. it was the last company to make the shift. Customer shift of B. in mobiles. Bharti and Vodafone are expected to add 137 million and 74 million subscribers.N. Awareness of its plans is very low. By comparison. once its mainstay.S. but most of it is due to consumers shifting to private players. respectively. Research And Markets.3% by 2013. In the recent µpay per second¶ recalibration.

99. equals the turnover of India¶s 12th largest listed company.000 crore. with a 25% lead on number two.5 Lakh villages  The present turnover of BSNL is more than Rs.  BSNL is a company that operates in a business that will always be fundamental to the lives of people.N.  BSNL is a company that has so much telecom infrastructure and real estate that it is valued. at Rs 4.3 million line basic telephone capacity. 7330 cities/towns and 5.351. 20.L:  World¶s 7 th largest & India¶s No.00.1 Million GSM Capacity. 287 Satellite Stations.1 Telecommunication company  47.S. 66 | P a g e .390 million (US $ 2.  If BSNL were to list today.000 crore. at Rs 38.26 billion) for last financial year . it would be India¶s most valued company.  BSNL is a company whose cash reserves. by some estimates. 4 million WLL capacity.  India¶s fourth largest telecom company as on March 2010.  BSNL is a company that has a larger telecom network than any other player in the sector.Achievements of B.820 mi llion (US $ 8 billion) with net profit to the tune of Rs.

In this high-growth business. even as new players are closing in on it. Its co-leaders have broken away. it has grown the slowest in the last two years. B every whi h way.Sh re market po tion of B. Subscriber Figures in million Source: Annual report .L: In t l tt years.S. Trai   has been a laggard in the mobile business in Growth Market Share Year-on-year growth in % Figures in % 67 | P a g e .N.

Source: Annual report . Trai 68 | P a g e .

Cellone. Internet. Carrier service. Broadband. CDMA mobile. BSNL is miles ahead of its rivals. with 35. Within a span of five years it has become one of the largest public sector unit in India. making focused efforts and planned initiatives to bridge the Rural-Urban Digital Divide ICT sector. The company offers wide ranging & most transparent tariff BSNL cellular service. more than 37382 fixed exchanges. formed in October. 480196 Rkm of OFC Cable. expanding the network.3 million line basic telephone capacity. BSNL is the only service provider. MPLS-VPN. VSAT. VoIP services. 287 Satellite Stations. 20. it has about 47. garnering 24 percent of all mobile users as its subscribers. is World's 7th largest Telecommunications Company providing comprehensive range of telecom services in India.N. That means that almost every fourth mobile user in the country has a BSNL connection. 18000 BTS. In fact there is no telecom operator in the country to beat its reach with its wide network giving services in every nook & corner of country and operates across India except Delhi & Mumbai. Whether it is inaccessible areas of Siachen glacier and North -eastern region of the country.L: Bharat Sanchar Nigam Ltd. 4 million WLL capacity.S. GSM Mobile. BSNL serves its customers with its wide bouquet of telecom services. IN Services etc. 7330 cities/towns and 5.5 Lakhs villages. introducing new telecom services with ICT applications in villages and wining customer's confidence. 85 per cent share of the subscriber base and 92 percent 69 | P a g e . 2000. 63730 Rkm of Microwave Network connecting 602 Districts. Such as Wire line. BSNL is numerous operator of India in all services in its license area. In basic services.e.8 million cellular customers. BSNL has installed Quality Telecom Network in the country and now focusing on improving it.1 million Basic Phone subscribers i. has more than 17.1 Million GSM Capacity.National and international image of B. Today. schemes designed to suite every customer.

The turnover.5 million WLL subscribers and 2.820 million (US $ 8 billion) with net profit to the tune of Rs. BSNL has set up a world class multi -gigabit. multi-protocol convergent IP infrastructure that provides convergent services like voice. Scaling new heights of success. network integration and Maintenance of Switching & Transmission Networks and also has a world class ISO 9000 certified Telecom Training Institute.99.351.37 billion). The company has vast experience in Planning. reach.630. data and video through the same Backbone and Broadband Access Network. Account Less Internet(CLI).67 million) in the next three years. Leased Line.26 billion) for last financial year. BSNL has more than 2. the present turnover of BSNL is more than Rs.share in revenue terms. 1 Telecom Company of India.6 million DataOne broadband customers. comprehensive range of telecom services and the desire to excel has made BSNL the No.5 million Internet Customers who access Internet through various modes viz. 733 crores (US$ 16. BSNL has been adjudged as the number one ISP in the country. nationwide coverage. At present there are 0. Dial-up. 70 | P a g e . DIAS.000 million (US $ 14. BSNL plans to expand its customer base from present 47 millions lines to 125 million lines by December 2007 and infrastructure investment plan to the tune of Rs.390 million (US $ 2. The infrastructure asset on telephone alone is worth about Rs. Installation.

fixed lines score over wireless. But if it can crack the marketing.S. landline might still have a business. enterprise and new businesses). and leverage its existing network.Future prospects of B. and so on). Tata and Reliance do the last mile mostly on wireless.  Rather than split the organisation according to divisions (finance. Despite the distressing numbers. to be implemented over the next two years. for instance. The boundary between fixed and mobile is converging very fast. 71 | P a g e . in the evolving environment. which has copper and fibre already in place across the country for voice. mobile. Traditionally. No other Indian telecom player even comes close on a national scale. and a profita ble one at that.L: BSNL is undergoing a transformation. But reaching everywhere is not enough. BSNL still has to create a market there. For a player like BSNL. BSNL has planed four broad changes. entertainment and voice on the same network.  morph from a network-technologies company to a sales -oriented company. creating markets has never been BSNL¶s strength.  Build the BSNL brand. its landline liability can become an asset again. When it comes to delivering data.. split it according to verticals (fixed. for broadband and IPTV.  Use IT to streamline business processes. Their coverage is mostly select. Bharti. broadband and other services like IPTV (TV via landline) can ride pillion. marketing. offers it in 95 cities that have the highest revenue potential as identified by it. Applications like mobile TV have had limited appeal among users and operators because of it spectrum-hogging properties.N.

have to understand about the Customers expectations. in order to thrive and excel.Conclusion: BSNL being a public sector. 72 | P a g e . They also have to understand about their competitors and their nuances in understanding their Customers. BSNL provides world class State-of-art 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 . from this report it is clear that BSNL can be the best service provider in Asia. Since Communication industry is a very competitive one it is high time for BSNL to understand about their Customers in Landline as well as Mobile services. Hence.

iii. The researcher has chosen 200 samples from Cooch behar.About the project Study has been conducted only in few areas of COOCH BEHAR. Mechliganj. Tufanganj. Reason for Switching. For few questions researcher was not able to get proper response which are as follows: i. 73 | P a g e . Chances of Switching. ii. Monthly Income. For few questions researcher was not able to get proper response which are as follows :Time was not sufficient to conduct detailed study. Dinhata. Mathabhanga.

Pagers being given to outdoor staff in a phased manner for spee dy rectification of faults. a single demand note would be issued to the customer in respect of all the connections applied for. Majority of the local network is built up on jelly filled and OFC for trouble free service. Cheque deposit machines have also been installed in many cities. 74 | P a g e . Accordingly. Internal Distribution Points (DPs) being provided in the customer premises to eliminate the faults arising out of overhead wires. more than one Bfone connections can be applied on a single application form.CUSTOMER CARE 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 [CSC¶s] now remain open on all 7 days from 8 A. Shifting charges for local as well as all India shifting of fixed telephone (Bfone) has been abolished.M without any break for all activities. so that customers can make payments 24X7 at their convenience.M to 8 P. With a view to simplify and offer customer friendly services. Customers can also make payments by cheque/Demand Draft to BSNL franchisees all over the country.

Remote Line Units (RLUs). Application Forms for new connections have been made free of charge for all services. shifting and third party transfer. Various application forms and procedures being simplified for new telephone connections. Establishing call centers across the nation to provide single window solutions and convenience to customers. Remote subscriber Units (RSUs) being provided extensively to reduce the long lengths of copper cables. More than one Public Call Office (PCO) permitted at the same premises. Procedure for restoration of telephones disconnected due to non payment simplified and powers delegated to Secondary Switching Area (SSA) heads.Extensive use of digital loop carrier (DLC)/Wireless in Local Loop (WLL) system for improving reliability of external plant. Payment of telephone bills being receiv ed on Saturday and Sunday through cheques in City Telecom Offices (CTOs). 75 | P a g e . Countrywide Network Management & Surveillance System (NMSS) to ensure uninterrupted and efficient flow of telecom traffic.

management and measureme nt. The Intel Inside campaign has dramatically transferred awareness into perceptions of technological superiority and market acceptance. product attributes. product attributes. These four dimensions guide brand development. however. brand personality and symbols. awareness has been shown to affect perceptions and even taste. Brand associations Brand association can be anything that connects the customer to the brand. It can include user imagery. Brand awareness Brand awareness is an often undervalued asset. Much of brand management involves determining what associations to develop and then creating programs that will link the associations to the brand. use situations.BRAND EQUITY The goal of Brand leadership paradigm is to create strong brand anyway? In managing Brand equity. Organizational associations. brand personality and symbols. perceived quality. It can include user imagery. Perceived quality Brand association can be anything that connects the customer to the brand. These assets can be grouped in to four dimensions brand awareness. People like the familiar and are prepared to ascribe all sorts of good attitudes to items that are familiar to them. brand equity was defined as the brand assets or [liabilities] linked to a brand¶s name and symbol that add to [or subtract from] a product or service. brand associations and brand loyalty. use situatio ns. Much of brand management involves determining what associations to develop and then creating programs that will link the associations to the brand. Organizational associations. 76 | P a g e .

A brand with a small but intensely loyal customer base can have significant equity. the more likely the customer is to stop buying from the firm." If the customer's expectations are not met. The concept is to strengthen the size and intensity of each loyalty segment. a firm will achieve high levels of customer satisfaction and will create "customer delight. customer dissatisfaction will result.Brand loyalty Brand loyalty is at the heart of any brand¶s value. And the lower the satisfaction level. and price are exceeded. service quality. Brand recognition. See Brand insistence. Customer Satisfaction If the customer's expectations of product quality. 77 | P a g e . Brand Preference The stage of brand loyalty at which a brand will select a particular brand but will choose a competitor¶s brand if the preferred brand is unavailable.

3.S disturbances. Very much transparent in billing for the satisfaction of all the subscribers . 4. feedback and data analysis STRENGTH 1. So that they can give more stress on advertisement by there different place exchange representatives. Reduce in sales and lack of advertisement. WEAKNESS 1. Frequent network problem.Surveys. 5. 5. 2. Established organization with government support. Better coverage of network. 78 | P a g e . Do not provide smooth service. 4. Lack of attraction like other providers.T.Since they have large number of telephone exchanges. Trade union problem. B. 6. No hidden system of billing. Customer care centres for the better services in order to reduce the problem of customer. 3. 2.

OPPORTUNITY 1. 3. 79 | P a g e . 3. They can use their huge human resource and fixed asset. They are providing smooth and good network. Infrastructure is the best than any other service provider. THREAT 1. They can modify their network & implement. 4. 5. 4. 2.They can give more stress on their because it is a government organization. They are engaging contract services with less remuneration. Increasing number of privet telecom sectors. 2. Corresponding to revenue expenditure is less from other service providers. They are establishing their own towers in the remote corners.

(b)No.S.O is best? (a)B. The telecom facility that B.C. . (b)No.S.(d)Airtel.L.L. 5. 8.N.S.L network ? (a)Yes.N.N.L.L is available in the market? (a)Yes . 7. Is it required to reduce further the call charge of mobile & landline connection of B.(b)Reliance. 80 | P a g e . 6. Please tick ( ) your choice able box 1.(e)Others. For clear sound and better coverage which telecom company do you think best? (a)B. 4. Do you think that the sim and cash card of B.A set of questioners is prepared keeping in mind the general awareness of TELE-COMMUNICATION as a representative on behalf of B. Which telecom connection do you use? (a)B.L is providing is sufficient or not? (a)Yes.N.L .S.(c)Vodafone.S.N. Whose general P. (b)No.S.N. Do you have computer at home? (a)Yes .N. Are you satisfied with B. (b)Others.Do you have land line connection. (a)Yes. if so do you want to continue it? (a) Yes . (b)No. (b)No 3.L .S.S.N. (b)No.(b)Others 2. 9.

(b)Dial up using Net one.N... (d)Vodafone .. (b)Reliance . (e)Aircel ...N.S.. (b)No.. Are you aware of the B.L .. (b)No.L services in different field? (a)Yes . PLACE:..L should provide? (a)Yes .10... 14.... DATE:.. (f)Tata indicom. 13.. Do you surf net ? Have you visited B..N. 12.L sites? (a)Yes ....S.S. Which internet connection do you like most? (a)Dial up using Sancharnet. Any other service / facility B.. 15.(c)Broadband (d)Others. Do you have internet connection? (a)Yes .... (b)No. 11.. THANK YOU 81 | P a g e .. (b)No. On which telecom service do you think that you get overall satisfaction? (a)B.S...N. (c)Airtel .

%AGE OF PEOPLE SING DIFFE EN NE WO K OTHERS 4% TATA 6% RELIANCE 14% BSNL 48% VODAFONE 16% AIRTEL 12% 82 | P a g e .

%AGE OF PEOPLE SA ISFIED WI BSNL BSN 3 % OTHERS 65%  83 | P a g e .

%AGE OF DIFF NE WO K SED FO PCO RE IANCE 6% VODAFONE 1 % AIRTE 1 % BSN 7 %   TATA 4%  84 | P a g e  .

%AGE OF NE WO K SED FO IN E NE OTHERS 25% BSNL 75% 85 | P a g e .

%AGE OF PEOPLE'S AWA ENESS OTHERS 44% BSNL 56% 86 | P a g e .

O E FACILI IES OF BSNL S O D IN OD CE O NO NO 40% YES 60% 87 | P a g e .

Customers are very much dissatisfied with Linemen. it is not checked or corrected for even 1month. because of irresponsibility. There is a significant relationship between the Location of the Customers and Satisfaction of BSNL Tariff Plan. 88 | P a g e . In the evening. hence there was heavy business loss. There is a significant relationship between the Location of the Customers and Satisfaction of BSNL Network used by the Customers. Network is always busy with other mobile services. the respondents were still charged for calls.Findings There is a significant relationship between the Age of the Customers and Mobile Service used by the Customers. (Collecting amount from customers). There is a significant relationship between the Location of the Customers and Satisfaction of BSNL Network used by the Cust omers. lines are not getting connected since network problem was too high. When phone went out of order. Regarding Cell one respondents complained. There is a significant relationship between the Quality of Customer service and Migration of the Customers. There is a significant relationship between the Satisfaction of Cost of BSNL and Migration of Customers. Some customers felt that when landline phone gets out of order.

Due to non-availability of CUG connections to all.During the rainy season noise in the instrument is a problem. Even though customers were dissatisfied with BSNL due to Loyalty they are still using BSNL service (For only Incoming). Respondents felt that there was no personalized service to customers. Customers are expecting more number of free calls. 50 With regards to mobile services options are limited hence customers were switching over to other service providers. most of the customers surrendered BSNL and migrated to Airtel. 89 | P a g e . as told by the respondents was that the communication instruments provided by BSNL were of poor quality and hence they had to face frequent problems with the instrument s. The respondents experienced network problems when they used roaming to cities. Customers perceived that the bills are always inflated. Customers were preferring to replace their old instrument. Most of the people were not satisfied with the BSNL Customer Service for both Mobile and Landline. Even after Surrendered the phone before 6months deposit amount was not yet received but receivin g bill. One of the major irritations. The extensive time lag between submission of application and receiving of a telephone connection had made some respondents switch over to other service providers. The respondents felt that The BSNL cell ones starter pack and recharge cards are in perennial short supply.

With the visionary zeal of a customer oriented and market -driven organization.Suggestion and recommendation BSNL Cellular Service has been rated highly among the customers. E mail. The customer care centre should pay more attention in receiving and solving customer¶s complaints. BSNL abide by its un deterred commitment to provide customer with viable and cost -effective solutions in the domain of its expertise at all times´ The company should stick to this and always maintain customer satisfaction. The free incoming calls are key factor for satisfying customer. The company can look into restructuring of tariff to maintain competitive edge over rivals. As the competitors are entering this field in this town the company can formulate appropriate marketing strategy to retrain existing customers and to attract new customers. Video clips. Customers are expecting more value added service like internet. Most of the customers opt cellular communication for their convenience. 90 | P a g e . The same strategy should follow in future also. The quality of service also rated as good by the customers. The signal strength is weaker in interior places: service provider should increase the signal strength. The company can make provisions for this. etc. This should be considered as important factor while designing their marketing strategy. This should be maintained. As the company vision is ³BSNL LIMITED strives to be the preferred provider of mobile communication services in all its area of operation .

BSNL may reduce the monthly rentals and also the service tax. Quality discounts hence the promotional activities would further strengthen the market share of the Company. Caller Id¶s should be provided immediately after the Customers requisition. Customer care of BSNL needs improvement. BSNL may also introduce some sales promotion such as cash discounts.From the research study. 91 | P a g e . it has been found out that the Customers are very particular about the Quality of the Telecom services and hence they want BSNL to increase the Quality of BSNL services by providing the Customers an attractive instrument with new wiring connections.

92 | P a g e . BSNL provides world class State-of-art 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.Conclusion BSNL being a public sector. Since Communication industry is a very competitive one it is high time for BSNL to understand about their Customers in Landline as well as Mobile services. from this report it is clear that BSNL is the best service provider in Asia. in order to thrive and excel. They also have to understand about their competitors and their nuances in understanding their Customers. have to understand about the Customers expectations. Hence.

A. KOTHARI. Koshy Abraham. 13 th Edition. Leller Kevin Lane..S. Nargundkar Rajendra. Orlando Place of publication: Date of publication: 1995 4. Published by The Dryden Press. Marketing Management. Published by Dorling Kindersley (India) Pvt. Place of publication: New Delhi Date of publication: 2009 Marketing Research. Published by Tata McGraw -Hill Publishing Place of publication: Date of publication: 2008 Company Limited.R Research Methodology Published by V. Kotler Philip. 3 rd 2.Bibliography 1. Ltd. BOOKS: 1. Marketing Research- Methodological Foundation. New Delhi 3. Edition. Mithileswar Jha. Churchill. Licensees of Pearson Education in South Asia.2004 93 | P a g e . 6 th edition. Lobri for Wishwa Prakash Eight Edition. Gilbert Jr.C.

2. JOURNALS

1. Business India
2. Business outlook 3. WEBSITES 1. www.bsnl.co.in 2. www.yahoo.com 3. www.google.com 4. Wikipedia

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ANNEXURE
A set of questioners is prepared keeping in mind the general awareness of TELE-COMMUNICATION as a representative on behalf of B.S.N.L.

.

Please tick ( ) your choice able box

1. Which telecom connection do you use? (a)B.S.N.L ,(b)Others 2. Are you satisfied with B.S.N.L network ? (a)Yes, (b)No 3. For clear sound and better coverage which telecom company do you think best? (a)B.S.N.L,(b)Reliance,(c)Vodafone,(d)Airtel,(e)Others. 4. The telecom facility that B.S.N.L is providing is sufficient or not? (a)Yes, (b)No. 5. Is it required to reduce further the call charge of mobile & landline connection of B.S.N.L. (a)Yes, (b)No. 6. Do you think that the sim and cash card of B.S.N.L is avai lable in the market? (a)Yes , (b)No. 7.Do you have land line connection, if so do you want to continue it? (a) Yes , (b)No. 8. Whose general P.C.O is best? (a)B.S.N.L , (b)Others.

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9. Do you have computer at home? (a)Yes , (b)No. 10. Do you have internet connection? (a)Yes , (b)No. 11. Which internet connection do you like most? (a)Dial up using Sancharnet, (b)Dial up using Net one,(c)Broadband (d)Others. 12. Do you surf net ? Have you visited B.S.N.L sites? (a)Yes , (b)No. 13. Are you aware of the B.S.N.L services in different field? (a)Yes , (b)No. 14. On which telecom service do you think that you get overall satisfaction? (a)B.S.N.L , (b)Reliance , (c)Airtel , (d)Vodafone , (e)Aircel , (f)Tata indicom. 15. Any other service / facility B.S.N.L should provide? (a)Yes , (b)No.

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3.S.N. Photo identity card issued by gove rnment or statuary authority. Proof of address such as electricity bill . Photo identity shall submit along with overleaf self attested. For cell one services: (All India) : 1500 9434024365 9400024365 4. For land line services: 2.N.N.L. CUSTOMER HELPLINE: 1. CUSTOMER HELPLINE AND WEBSITE OF B. 2. 8.L SERVICE 1. Voter id card.S. Photo credit card. ration card. 6. Driving license. For Sanchar net services: 1957 WEBSITES FOR B. For cell one services: 3.S. 4.DOCUMENTS REQUIRED TO GET B. water bill . For data one broadband services : 16004241600 5. 7. 5. Income tax pan.L: 97 | P a g e . Passport.

www.bsnl. www. www. www. www.mobiletariff 11.co.co. www.bsnl.co.bsnl. www.internet.bsnl.wbese 6.bsnl.tariff 98 | P a g e .co.co.the 9. www.in 4.bsnl.datatariff 12.bsnl.bsnl.bsnl.co.basictariff 10.co.public 5.service 7.wb.co.in 2.co. www.custcarecentre 3.bsnl.bsnl.1.bsnl. co. www. www.network 8.co. www.

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