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SUMMER TRAINING PROJECT REPORT ON

SALES AND MARKETING STRATERGY OF


BHARAT SANCHAR NIGAM LIMITED

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

SUMMER INTERNSHIP REPORT IN PARTIAL FULFILLMENT OF THE AWARD OF FULL


TIME MASTERS IN BUSINESS ADMINISTRATION (2012-13)

AMITY UNIVERSITY SCHOOL


AMITY UNIVERSITY UTTAR PRADESH LUCKNOW

Under Guidance of:


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

Faculty Guide: Dr. Samarth Pande

Designation: Faculty
Amity University, Lucknow

FACULTY CERTIFICATE

Forwarded here with a summer internship report on SALES AND


MARKETING STRATERGY of BSNL submitted by Saurabh Goel
Enrollment no. A7006410024 student of BBA 5th Semester (2012-13)

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

FACULTY GUIDE Mr. SAMARTH PANDE

AMITY UNIVERSITY,
LUCKNOW CAMPUS

UTTAR PRADESH

STUDENTS CERTIFICATE
Certified that this report is prepared based on the summer internship project

undertaken by me inBHARAT SANCHAR NIGAM LTD.from 21ST May


2012 to 7th July 2012, under the able guidance ofMr. Samarth Pande
in partial fulfillment of the requirement for award of degree of B.B.A
from Amity University, Uttar Pradesh.

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

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

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

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

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

First of all I would like to thank the Management at BSNLfor giving


me the opportunity to do my one-month project training in their
esteemed organization.
Internal Guide) for providing me with valuable advice and endless
supply of new ideas and support for this project.

I would like to thank Mr. Sahi(Director BSNL in Basti Branch) and


Mr. P.D. Singh(Industry Guide) for providing practical exposure for
the project and his valuable guidance during the project work.

Saurabh Goel
BBA V Sem

TABLE OF CONTENTS

1 PREFACE
2 TELECOM SECTOR IN INDIA
3 KEY INDIAN COMPANIES
4 INTRODUCTION
5 COMPANY PROFILE
6 INTRESTING FACTS
7 BSNL SERVICE
8 MAIN SERVICES BEING PROVIDED BY BSNL
9 ORGANISATIONAL CHART
10 FUNCTIONAL AREAS
11 MARKETING STRATERGY
12 CONSUMER SERVICE
13 VIGILANCE CELL
14 RESEARCH METHODOLOGY
15 PUBLIC SURVEY REPORTS
16 CONCLUSION
17 BIBLIOGRAPHY

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

I am extremely happy to present the report before my


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

Telecom Sector in India:


India has become one of the fastest-growing mobile markets in the
world. The mobile services were commercially launched in August
1995 in India. In the initial 5-6 years the average monthly subscribers
additions were around 0.05 to 0.1 million only and the total mobile
subscribers base in December 2002 stood at 10.5 millions. However,
after the number of proactive initiatives taken by regulator and
licensor, the monthly mobile subscriber additions increased to around
2 million per month in the year 2003-04 and 2004-05.

Although mobile telephones followed the New Telecom Policy 1994,


growth was tardy in the early years because of the high price of
hand sets as well as the high tariff structure of mobile telephones.
The New Telecom Policy in 1999, the industry heralded several pro
consumer initiatives. Mobile subscriber additions started picking up.
The number of mobile phones added throughout the country in 2003
was 16 million, followed by 22 million in 2004, 32 million in 2005 and
65 million in 2006. The only country with more mobile phones than
India with 246 million mobile phones is China 408 million.
India has opted for the use of both the GSM (global system for
mobile communications) and CDMA (code-division multiple access)
technologies in the mobile sector. In addition to landline and mobile
phones, some of the companies also provide the WLL service.
In March 2008 the total GSM and CDMA mobile subscriber base
in the country was 375 million, which represented a nearly 50%
growth when compared with previous year.
The Department of Telecommunications has been able to provide state of
the art world-class infrastructure at globally competitive tariffs and reduce
the digital divide by extending connectivity to the unconnected areas. India
has emerged as a major base for the telecom industry worldwide. Thus
Indian telecom sector has come a long way in achieving its dream of

providing affordable and effective communication facilities to


Indian citizens. As a result common man today has access to this
most needed facility. The reform measures coupled with the
proactive policies of the Department of Telecommunications have
resulted in an unprecedented growth of the telecom sector.
The thrust areas presently are
1. Building a modern and efficient infrastructure ensuring greater

competitive environment with equal opportunities and level playing


field for all stakeholders.
2. Strengthening research and development for manufacturing,

value added services.


3. Efficient and transparent spectrum management
4. To accelerate broadband penetration
5. Universal service to all uncovered areas including rural areas.
6. Enabling Indian telecom companies to become global players.

Recent things to watch in Indian telecom sector are:


1. 3G and BWA auctions
2. MVNO
3. Mobile Number Portability
4. New Policy for Value Added Services
5. Market dynamics once the recently licensed new telecom

operators start rolling out services.


6. Increased thrust on telecom equipment manufacturing and exports.

KEY INDIAN COMPANIES


1 BSNL

- Incumbent service
provider and World's 7th largest
Telecommunications Company
providing comprehensive range
of telecom services in India
1 Services include Wireline, CDMA
mobile, GSM Mobile, Internet,
Broadband,
2 Carrier service, MPLS-VPN, VSAT,

VoIP services, IN Services etc.


2 MTNL - State owned operator

3
4

5
6
7

covering the cities of Mumbai an


Delhi
Provides both fixed and mobile
services
MTNL started 3G services in India
under the name of "MTNL 3G
Jadoo" Services offered include
Video call, Mobile TV and Mobile
Broadband with high speed data
connectivity up to 2 Mbit/s speed
from 11th December 2008
Bharti Airtel - Integrated operator
with presence in all segments
Leads the mobile segment in the
country
Bharti Airtel, formerly known as
Bharti Tele-Ventures LTD (BTVL)
is India's largest cellular service
provider with more than 92 million
subscribers as of February 2009.
Reliance Communications Largest player in India in the
CDMA segment
Also provides GSM service

Tata
Teleservices
Limited
(TTSL) is a part of the Tata Group
of
companies, an
Indian
conglomerate. It operates under
the brand name Tata Indicom in
various telecom circles of India.
1 Tata Teleservices - Integrated
operator (with VSNL) with
presence in all segments
2 Provides CDMA services in 20
circles
3 Vodafone
Essar,
previously
Hutchison Essar is a cellular
operator in India that covers 23
telecom circles in India.

4 Vodafone Essar provides 2.75G


services based on 900 MHz and
1800 MHz digital GSM technology,
offering voice and data services in 23
of the country's 23 license areas.
5 IDEA operates in eight telecom

circles, or regions, in Western


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

Major Players in Telecom Sector:


SERVICE

NO

OF

PROVIDER

SUBSCRIBER

RELIANCE

2.7CR

TATA

1.07CR

CDMANO OF GSM SUBSCRIBER

AIRTEL

3.37 CR

MTNL

24.98 LAKH

BSNL

2.44 CR

VODAFONE

2.44 CR

IDEA

1.3 CR

SPICE

25.56 LAKH

BPL

10.62 LAKH

AIRCEL

48 LAKH

INTRODUCTION
TO B.S.N.L

Bharat Sanchar Nigam Limited (known as BSNL, India


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

network operators therefore planned to suspend the usage of around

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


April 30

PROFILE
COMPANY NAME:
Headquarters :

Bharat Sanchar Nigam Ltd.


Bharat Sanchar Bhawan, Harish
Chandra Mathur Lane, Janpath, New
Delhi

Head Office in Lucknow:

Hazratganj

Chairman & Managing Director of Basti: Mr. Sahi


Status: Mini Ratan (a status assigned to reputed public sector
companies in India.)
Founded: 19th century,incorporated 2000
Owner : Government of India

Intresting Facts:

There are 2 million BSNL mobile connections in rural India(a


record, no other connection is as famous as bsnl in rural areas)
BSNL supplies phone lines to all other network
such as Airtel,Vodafone etc.
BSNL is the first network which offers broadband connections
More than 50% of the international calls coming to India, use
Reliance network.
Largest pan India coverage-over 11000 towns & 3 lakh villages.
Indias No. 1 wireless service provider with more than 50 million
customers.
An incredible speed of 2mbps is only offered by BSNL
The only Mobile service available through out the country
including Jammu and Kashmir and North Eastern states like
Arunachal Pradesh, Nagaland, Mizoram etc.

THE BSNL SERVICES


1

BSNL LANDLINE
1

PHONE PLUS SERVICE

NEW TELEPHONE CONNECTION

PERMANENT CONNECTION

CONCESSION IN RENTALS

SHIFT OF TELEPHONE

TRANSFER OF TELEPHONE

TELEPHONE TARIFF

BSNL MOBILE
1

POSTPAID

PREPAID

UNIFIED MESSAGING

GPRS/WAP/MMS

DEMOs

TARIFF

SMS & BULK SMS

BSNL WLL

INTERNET SERVICES
1

NETWORK

BROADBAND

TYPES OF ACCESS

WI-FI

CO-LOCATION SERVICE

BSNL WEB HOSTING

INTERNET TARIFF

DIAL UP INTERNET

SMS& BULK SMS

BSNL BROADBAND
1

REGISTER ONLINE

TARIFF

FAQ

CHECK USAGE

BSNL MPLS-VPN

ISDN

ISDN

TARIFF

LEASED LINE
1

LEASED LINE

TARIFF

INTELLIGENT NETWORK
1

FREE PHONE SERVICE

PREMIUM RATE SERVICE

INDIA TELEPHONE CARD

VIRTUAL PRIVATE NETWORK (VPN)

VOICE VPN

UNIVERSAL NUMBER

UNIVERSAL PERSONAL NUMBER

TELE VOTING

VIDEO CONFERENCING
1

OVERVIEW

TARIFF

FAQ

AUDIO CONFERENCING
1

OVERVIEW

TARIFF

FAQ

OVERVIEW

SERVICES ON I NET

USING ON I NET

I NET CONNECTIONS

TARIFF

I NET

TELEX/ TELEGRAPH
1

TELEX/ TELEGRAPH

TARIFF

EPABX

FREE EPABX

TARIFF

CENTREX

CENTREX TARIFF

EPABX

HVNET

RABMN

INMARSAT

KU-BAND

TRANSPONDER

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

ORGANISATIONAL CHART

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

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

Annual Capital Investment :AnnualCapital Investment in the network has increased from Rs.785
crores(US $ 0.18 billion) in 1986-87 to over Rs.6383 crores (US $ 1.53
billion) in 2005-06.This investment has been financed mainly by the
internal accruals. The annual capitalinvestment of BSNL can shown

graphically as below with the current year in X axis andamount or capital


investment required to be invested for that particular year in the Y axis.

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

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

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


Fixed Assets.

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

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

which maintain and over allcontrol of finance over each SSA in


Kerala. The revenue generated from all the servicesis accounted
through cash/bank books and other records. In providing the
services, lot of expenditure is involved under capital and revenue.

MARKETING DEPARTMENT:-

Marketing is as old man kind. Now marketing has become a


broadterm in BSNL. Marketing department is associated with the
exchange of goods, serviceand ideas. Goods it is a physical entity
eg. CD-ROM, shirt etc. service: human effortclubbed with mechanical
effort to provide intangible benefits to the customers. Eg.Telecom,
Banking and Transport etc. Ideas provide intellectual or spiritual
benefits to thecustomers. Eg. The blue print of a business plan,
computer software. Marketing aims atmeeting needs profitable.
BSNL is marketing their services. There are four characteristicsuniquely
allied with services. This department is adopting these strategies.

Intangibility:In services customer is unable to experience the product prior


topurchase. To over come this difficult BSNL is thinking of
converting the intangibles tothe tangibles by providing suitable
physical evidence among prospective customers.Eg. The telephone
house wiring, the instrument, the behaviour, the BSNL identity
carddisplay by employees, the attitude, the road side cabinet, logo
display, advertisementseverything matters.

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

OPERATIONS DEPARTMENT:This sector is mainly intended for developing software packages.


The functions of this department are :-

Launching of packages for BSNL


Telegram booking
Cash management
All India MIS
Fleet
management

Web based telegram message system


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

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

We believe that our staff, which is one of the best trained


manpower in thetelecom sector, is our biggest asset.

We believe that our future depends on our staff who provide


services to our valued customers and stay in touch with them.

To meet the technological challenges, employees are trained for

technology up-gradation, modernization, computerization etc in

BSNL's training Centers spreadacross Country. These centers are


properly equipped with the requisiteinfrastructure facilities such as
Lecture rooms, modern audio-visual aids, libraries,hostels etc.

To apex training centers of BSNL i.e. Advance level Telecom


Training Center (ALTTC) at Ghaziabad and Bharat Ratna
Bhimrao Telecom Training Center atJabalpur are comparable to
any world class Telecom Training Center. Moreover,43 zonal
training centers and a National Academy of Telecom Finance
andManagement have been running for several years now.

Different curriculum run in these centers to impart technology


based training,training for Attitudinal change, basic educational
and skill development programetc.

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

candidates, arrange some test to major their job knowledge &


generalknowledge, their background, & if they come successfully
they will be selected.2) Recruitment for workers: - For recruiting
workers, Vimal uses ITI students & mostly company recruitsunskilled
workers & company itself trains them.

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

TRAINING & DEVELOPMENT DEPARTMENT:TRAINING:Training programmers should be devised to impart knowledge,


develop skills andstimulate motivates needed to perform the job.
DEVELOPMENT :-

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

Marketing strategies of
BSNL
Our visions begin with
our desires.

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

Visions drive consequences.


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

Stephen R
Covey.

It is true for individuals as well as organizations. The strongest form


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

Vision of the organization can only be translated into reality, if it is

shared by one and all. The best way to implement is to

involve them in formulation. But even if it is conceived by higher


management then it has to be explained to each and every individual
of the organization, otherwise it may remain as a showpiece.

Marketing vision of the BSNL has to be based on overall mission


and vision of the organization. The mission of BSNL is
1.

ii.

To provide world class State-of-art technology telecom


services on demand at affordable price.
To provide world class telecom infrastructure to develop
country's economy.

And the vision of BSNL is

i. To become the largest telecom Service Provider in Southeast


Asia.

In dynamic environment anything permanent is CHANGE. So we


must revise and review so that focus is never lost.

Strong lives are motivated by dynamic purposes. Kenneth Hildebrand.

Marketing Objective

The ultimate objective of any marketing activity is to satisfy the


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

Marketing is the establishment, development, maintenance and


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

Marketing is about creating a competitive advantage by being the best at


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

According to the Dictionary of Marketing Terms, 2nd edition,


published by the American Marketing Association, c1995,

Marketing is the process of planning and executing the conception, pricing,


promotion, and distribution of ideas, goods, and services to create
exchanges that satisfy individual and organizational objectives.

Once marketing is understood, we can define marketing


management process as analyzing marketing opportunities,
researching and selecting target markets, designing marketing
strategies, planning marketing programs, and organizing,
implementing, and controlling the marketing efforts.

In simple words it implies a buyer, a seller, bonded by the mutual


need, satisfying offer and a medium/process to exchange the offer.

Marketing Process.

We often talk of marketing & Sales and often use it interchangeably


without understanding the difference in it. Marketing is everything we
do to get and leverage a client relationship. Marketing process is
broad and includes all of the following: -

Discovering what product, service or idea customers want.


Producing a product with the appropriate features and
quality. Pricing the product correctly.

Promoting the product; spreading the word about why


customers should buy it.
Selling and delivering the product into the hands of the customer.

Selling is one activity of the entire marketing process. Selling is the


act of persuading or influencing a customer to buy (actually
exchange something of value for) a product or service.

Marketing activities support sales efforts.

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

The concepts surrounding both selling and marketing also differ.


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

In a marketing approach, more listening to and eventual accommodation of


the target market occurs. Two-way communication (sometimes between a
salesperson and a customer) is emphasized in marketing so learning can
take place and product offerings can be improved.

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

on it, that is already being offered by the company. In the sales


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

The 7Ps for service marketing (Product, price, place, promotion,


physical evidence, people & process) are the means to attain,
nurture, & retain the customers and not the end.
Mission & Vision.

your mission on earth is finished:

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

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

What should be our marketing Vision, will it help us in inspiring to achieve


higher. Can it be something such as To retain the highest market share,
build highest brand equity and maximizing the profits?

Brand Equity.

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

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

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

What is USP (Unique Selling Proposition) for BSNL? A


Government company which delivers. A government company
which gives service better than private could be a deadly
combination, which no competitor can copy.

Social Responsibility.

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

achievements need to be highlighted through public relation exercise like


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

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

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

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

Life Time Value


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

Let us understand what is the lifetime value of our customers? Paying


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

It is high time we learn fast, groom ourselves, improve our mindset


and act fast. Business perspective is equally important as excellence
in Telecom operations, maintenance, and installations & planning.
Our core competence should be telecom business acumen and not
just traditional expertise developed over the years.

It is usually much easier to sell additional things to existing customers


than to add new customer. Let us try to upgrade each customer by RS
20 RS 50 by offering them more add on relevant services.

CUSTOMER SERVICE

Several Steps have been taken at BSNL to augment the


quality of customer care to international standards
Access round the clock help at following toll free numbers
1 Dataone Broadband '1600-424-1600'
2 PSTN Call Center '1500' (in select states)
3 Sancharnet Help Desk '1957'
4 CellOne all India Help '9400024365'

All BSNL Customer Service Centers (CSCs) now remain open


on all seven days from 8.00 AM to 8.00 PM without any break
for all activities.
Cheque deposit machines have also been installed in many
cities, so that customers can make payments 24X7 at their
convenience. Customers can also make payments by
cheque/Demand Draft to BSNL franchisees all over the country.
With a view to simplify and offer customer friendly services, more
than one Bfone connections can be applied on a single application
form. Accordingly, a single demand note would be issued to the
customer in respect of all the connections applied for.

Shifting charges for local as well as all India shifting of


fixed telephone (bfone) has been abolished.
Pagers being given to outdoor staff in a phased manner for
speedy rectification of faults.
Majority of the local network is built up on jelly filled and OFC
for trouble free service.
Internal Distribution Points (DPs) being provided in the customer
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premises to eliminate the faults arising out of overhead wires.


Extensive use of digital loop carrier (DLC)/Wireless in Local
Loop (WLL) system for improving reliability of external plant.
Remote Line Units (RLUs). Remote subscriber Units (RSUs)
being provided extensively to reduce the long lengths of copper
cables. Establishing call centers across the nation to provide
single window solutions and convenience to customers.
Countrywide Network Management & Surveillance System
(NMSS) to ensure uninterrupted and efficient flow of telecom
traffic. Application Forms for new connections have been
made free of charge for all services.
Procedure for restoration of telephones disconnected due
to 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 :1)
2)

Preventive Vigilance
Punitive Vigilance

RESEARCH METHODOLOGY
Preplanning is prerequisite for any kind of work.
Preliminary preparation leads to reach closer to the
successful achievement of the target. Initially the
topic of work upon was decided and basing on
which certain imitative to minimize the gap between
planning and achievement was taken. Finally a
questionnaire was framed in such a fashion
focusing certain most important points.
(1) Large no. of customer.
(2) Availability of various telecom and non telecom outlet.
(3) Quality of coverage for existing outlet.
(4) Total no. of existing bsnl and other telecommunications user
and their level of satisfaction.
(5) Availability of basic amenities in Basti.
(6) Finally assessing the exact living standard of the
people in Basti.
Data Surface : Primary Data.
Research Approach : A survey of telecom
Outlets and there customers in Basti.

Research Instrument : Schedule A schedule was


prepared and used for collection the primary data.
The schedule consisted of question related to:(1) Usage of telecommunication connection and
their coverage connectivity.
(2) Availability of various accessories of telecommunication.
(3) Present condition of existing telecommunication system.
(4) Availability of various towers in the particular
area. Objective Schedule:
To gather the full detail to arrive at the present
and accurate living standard. Comparison to
other telecom with special reference to idea.
Sample Size: 50
Structured questionnaire help in collection data, (Primary data). Secondary
data were collected by the internet (www.bsnl.co.in)

SURVEY REPORTS

Survey in developed areas of Basti


Question to The Customers

QUESTION 1
: ARE YOU USING CELL PHONES OR LAND LINE
SERVICES? ANSWER :
YES

NO

DONT KNOW

32%

60%

8%

60
50
40
30
20
10
0

YES
NO
DON't KNOW

QUESTION 2 :WHICH CONNECTION DO YOU USE FOR


BETTER SERVICE?
ANSWER :
BSNL

RELIANCE

VODAFONE

AIRTEL

95%

2%

2%

1%

AND THE REASON WHEN ASKED WHY DO THEY USE BSNL


,THEY SAID AND I QUOTE GALI GALI NETWORK PAKADTA
HAI ,KAHI BHI HO NETWORK ZAROOR HOTA HAI

100
90
80
70
60
50
40
30
20
10
0

BSNL
RELIANCE
VODAFONE
AIRTEL

QUESTION 3: DO YOU HAVE INTERNET CONNECTION AT HOME?


ANSWER:
YES

NO

79%

21%

80
70
60
50
40
30
20
10
0

YES
NO

QUESTION 4 :WHICH NET CONNECTION DO YOU HAVE


ANSWER :
BSNL BROADBAND

AIRTEL

OTHERS

85%

8%

7%

90
80
70
60
50
40
30
20
10
0

BSNL
AIRTEL
OTERS

Questions to Telecom Outlets

QUESTION 1. Would you like to sell Sim & Recharge when your
customer demands?
Yes
90%

No
10%

QUESTION 2. Do you know the attractive margins & schemes?


Yes
59%

No
41%

QUESTION 3. Are you satisfy with the current BSNL plans and service ?

Yes
35 %

No
25 %

Cant say
40 %

QUESTION 4. Would you like to


prefer those service provider who
provide better margin and
service?

Yes
90 %

No
10 %

QUESTION 5. Do you have any problem with any service provider ?

Yes
39 %

No
61%

QUESTION 6. Whats the consumer need and demand at you outlet ?

Yes
25 %

No
35 %

Both of them
40 %

QUESTION 7. Which Network you prefer to sell ?


Hutch
30%

BSNL
20%

Idea
10 %

Airtel
20%

Tata
08%

Reliance
12%

QUESTION 8. How many Network available at your outlet ?

Two
10 %

Four
35 %

Six
25 %

All
30 %

Conclusi
on

1.BSNL should shift to complete 3g network service all over India


replacing 2g network service. This will improve the quality of service to
desired level and provide simultaneous integration with the nationwide
network and will get neck to neck with its private sector competitors.

2. BSNL should establish widespread and noticeable distribution to

match that of the competitors. The distribution network shall make


the product visible and available at convenient locations.

3. BSNL has to concentrate on its customer care service as most of the

respondents are Found dissatisfied with company service. Even some


of them have called it the worst customer care service provider in the
market. But it is also rated as best company for non-usage of unfair
means. So company can be competitive in the market by just investing
in their customer care service. Users also found not satisfied with the
network service to some Extent. So it can also improve it.

Bibliograp
hy

1 Wikipedia
2 Bsnl