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Brand Audit Nepal Telecom PDF
Brand Audit Nepal Telecom PDF
Submitted to,
Submitted by,
Amit Pathak
Navin Koirala
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Brand Audit: Nepal Telecom
Acknowledgement
We would like to express our gratitude to Mr. Surya Bhakta Pokhrel, Deputy Managing Director
and Company Secretary, of Nepal Telecom. We would also like to express our sincere thanks to
Mr. Bhuwan Thakurathi, Prakash Bhatta, Chadani Shahi, Nirab Rimal for excepting our request
to interview them.
Finally, we would also like to thank Asst. Prof. Rupesh Krishna Shrestha for this wonderful
opportunity to making such a structured Brand Audit Report which will always remain our asset
for rest of our life.
Thank you,
Amit Pathak
Navin Koirala
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Brand Audit: Nepal Telecom
Executive Summary
Nepal Telcom, as a brand is highly recognizable in Nepalese Market. Nepal Telecom is the
oldest service provider in the country and know it is also known as Nepal Doorsanchar Compay.
Nepal Telecom covers highest distribution in Nepal as it has offices and customer service in all
75 districts. It was a time when Nepal Telecom used to have a monopoly market till 2003. After
NCELL enter into into the market, and as sooner NCELL created a brand in lesser time, it was
easy for NCELL to grab the market share from Nepal Telecom. Within this brand audit, a
complete inventory and exploratory of Nepal Telecom has been conducted and also included are
expectations of future potential for growth, budget reality, and recommendations. The brand
inventory provides a current and comprehensive profile of how all the products sold by Nepal
Telecom are marketed and branded. More specifically, the brand inventory serves as an
“assessment of the health of the brand and its sources of brand equity from the company’s
perspective”. The brand exploratory recognizes what Nepal Telecom’s consumers think and feel
about the brand and how to use this information to better understand the sources of brand equity
as well as any possible barriers
As a company that currently operates in over 75 districts , Segementation is essential to Nepal
Telecom’s growth and success. Nepal Telecom is lacking have a better understanding of its
consumers. Moreover, Pepsi has not worked to create a strong, unique, and reputable brand
image as NCELL did. Because Nepal Telecom is a challenger brand in the Telecommunication
industry, the company must make more diligent efforts to “ensure consumers’ experiences with
the product at least meet, if not actually surpass their expectations”
Given the analysis of the brand audit, Nepal Telecom will likely continue to experience
continued success and growth; however, the brand will continue to be a challenger brand to
NCELL. Recommendations to achieve and maintain success include expanding the brand’s
portfolio and consumer knowledge of new products, utilization of non-celebrity endorsers to
promote the products, creation of a memorable jingle, and increased participation in close-knit
community events.
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Brand Audit: Nepal Telecom
Contents
1. Company Profile ......................................................................................................................... 6
1.1 Introduction ........................................................................................................................... 6
1.2 History of Nepal Telecom ..................................................................................................... 6
1.3 Ownership of Nepal Telecom ............................................................................................... 7
1.4 Service Provided ................................................................................................................... 7
1.5 Mission .................................................................................................................................. 8
1.6 Vision .................................................................................................................................... 9
1.7 Goal ....................................................................................................................................... 9
2. Assessment of Current Brand status ........................................................................................... 9
2.1 Customer Based Brand Equity Pyramid: .............................................................................. 9
2.1.1 Brand Salience .............................................................................................................. 10
2.1.2 Brand Performance ....................................................................................................... 10
2.1.3 Brand Imagery .............................................................................................................. 11
2.1.4 Brand Judgment ............................................................................................................ 12
2.1.5 Brand Feelings: ............................................................................................................. 12
2.1.6 Brand Resonance: ......................................................................................................... 13
2.2 Brand Hierarchy .................................................................................................................. 13
2.3 Aakers Brand Personality Scale to Audit brand .................................................................. 14
2.3.1 Findings: ....................................................................................................................... 15
2.3.2 Analysis ........................................................................................................................ 15
2.4 Brand Positioning ................................................................................................................ 15
2.5 Brand Mantra....................................................................................................................... 16
3. Analysis of various branding Element ...................................................................................... 17
3.1 Brand Elements ................................................................................................................... 17
3.1.1 Brand Name .................................................................................................................. 17
3.1.2 URLs ............................................................................................................................. 18
3.1.3 Logo and Symbol.......................................................................................................... 18
3.1.4 Slogans.......................................................................................................................... 19
3.1.5 Package/Design ............................................................................................................ 20
3.2 Brand Association ............................................................................................................... 21
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Brand Audit: Nepal Telecom
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Brand Audit: Nepal Telecom
1. Company Profile
1.1 Introduction
Nepal Telecom also known as Nepal Doorsanchar Company Ltd. is the oldest
telecommunication service provider in the country. With over 90% being government ownership,
it has its office in 184 locations and in all 75 districts. Nepal Telecom had its monopoly in
telecommunication industry until 2003 when United Telecom Limited ( UTL) came into play.
Nepal Telecom is the only landline service provider in Nepal. Similarly, it was the only GSM
service provider until 2005 when Ncell the then Mero Mobile entered the market. With more
than 7000 employees it is one of the largest corporations in the country. According to recent
data, there are about 10 million users of Nepal Telecom including all those of fixed landline,
GSM mobile, CDMA and internet service.
The Communication Corporation Act was brought in 2028 and after this act the present Nepal
Telecom was converted into fully owned Government Corporation called Nepal Telecom
Corporation in 2032 B.S. After this change, Nepal Telecommunication Corporation was
remolded into Nepal Doorsanchar Company Limited, a company registered under company Act
2053. from Baishakh 1, 2061 B.S. After serving the nation for 29 years with great pride and a
sense of accomplishment, Nepal Telecommunication Corporation was transformed into Nepal
Doorsanchar Company Limited from Baisakh 1, 2061. Nepal Doorsanchar Company Limited is a
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Brand Audit: Nepal Telecom
company registered under the companies Act 2053. However the company is known to the
general public by the brand name Nepal Telecom as registered trademark.
Government 91.05
Employees 4.5
Public 3.97
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Brand Audit: Nepal Telecom
Network)
· Pay Phone
· Intelligent Network Services
· PCC Easy Call Service
· HCD Service
· AFS Advanced Free phone Service
· Universal Access Number service
· PSTN credit Limit service
1.5 Mission
"Nepal Telecom as a progressive, customer spirited and consumer responsive Entity is
committed to provide nation-wide reliable telecommunication service to serve as an impetus to
the social, political and economic development of the Country"
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Brand Audit: Nepal Telecom
1.6 Vision
"Vision of Nepal Telecom is to remain a dominant player in telecommunication sector in the
Country while also extending reliable and cost effective services to all"
1.7 Goal
"Goal of Nepal Telecom is to provide cost effective telecommunication services to every nook
and corner of country"
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Brand Audit: Nepal Telecom
Achieving the right brand identity means creating brand salience with customers. Brand salience
measures awareness of the brand.
In our survey, 100% of the respondentss were aware of the brand Nepal Telecom. However, a
major confusion remains in name of Nepal Telecom. Even though 100% of the respondents were
aware of Nepal Telecom but when asked with the name of well known telecom only 60% could
correctly write the name Nepal Telecom. People are confused among Nepal Dorsanchar
Sansthan, NTC, and Telecom.
Similarly, 88.4% of the respondents view or recall Nepal Telecom as the top telecommunication
company in Nepal. This means that the brand recall of Nepal Telecom is high. This also signifies
the depth of brand awareness in the mind of consumer regarding Nepal Telecom.
We believe the high awareness level of Nepal Telecom is because of the institution being very
old and has been working in providing landline in the country since long or because of its
monopoly till 2005.
Brand performance describes how well the product or service meets customers' more functional
needs. How well does the brand rate on objective assessment of quality? Brand performance
transcends the product's ingredients and feature to include dimensions that differentiate the
brand. Five important types of attributes and benefits often underlie brand performance, as
follows:
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Brand Audit: Nepal Telecom
5. Price
Price is the point where Nepal Telecom has comparatively better scores. 59% of the
individual responded for price of Nepal Telecom to be low. However, still 27% of the
responded that the price of Nepal Telecom is very high and only 14% believes the price
to be neutral.
Brand imagery depends on the extrinsic properties of the product or service, including the ways
in which the brand attempts to meet customers' psychological or social needs. It is the way
people think about a brand abstractly, rather than what they think the brand actually does.
The most frequent image that came in respondents mind when they think about Nepal Telecom is
Government ownership, oldest Network, caring, wide range of services.
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Brand Audit: Nepal Telecom
Brand judgment is customers' personal opinions about and evaluations of the brand, which
consumers form by putting together all the different brand performance and imagery
associations. Customers may make all types of judgments with respect to a brand, but four type
are particularly important: Judgment about quality, credibility, and superiority.
Brand Quality: 53% of respondents believes Nepal Telecom brand to be of low quality.
Brand Credibility: 63% of the respondents believe the brand Nepal Telecom to be high
reliability.
Brand Superiority: In interview with five respondents, the brand Nepal Telecom is not
superior to Ncell.
Brand Feeling are customer's emotional responses and reactions to the brand. What feelings are
evoked by the marketing program for the brand or by other means?
Warmth: 64% of the respondents have feeling for brand warmth. This means consumer feel
sentimental, warmhearted, or affectionate about the brand.
Fun: There is no clear majority of people having a feel of fun for brand Nepal Telecom. This
means people are neutral on lighthearted, joyous, playful, cheerful and so on.
Excitement: 56% of the people are neutral about excitement. This means people have
neutral feeling about the brand arousing excitement like " being alive", " being cool"
among others.
Security: 67% of the respondents have higher feelings for security. This means people
feel secured with the brand Nepal Telecom. It can also be because of fact that
communication gives a sense of security to all.
Social Approval: 59% of the respondents have neutral feeling about brand Nepal
Telecom. People are indifferent about social approval with Nepal Telecom.
Self Respect: There is no clear majority on self respect dimension of Nepal Telecom
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Brand Audit: Nepal Telecom
Brand resonance describes the nature of this relationship and the extent to which customer feel
that they are “in syc" with the brand.
Behavior Loyalty: 72% of the individual who uses Nepal Telecom also wants to buy Nepal
Telecom Sim it they were to buy another.
Attachment: Respondents were found to have high attachment and involvement with the brand.
Community: The brand also make individual feel about belonging to a community.
Active Engagement: Respondents were found to have low engagement about the band as people
are not interested in learning or talking more about the brand and others.
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Brand Audit: Nepal Telecom
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Brand Audit: Nepal Telecom
2.3.1 Findings:
2.3.2 Analysis
Nepal Telecom scores high in Sincerity and Competence dimension of Aekers five personality
dimension. This means that people value Nepal Telecom high on Domestic, honest, genuine.
Similarly, they also value Nepal Telecom high on reliability, efficient, dependable.
However, the low score is on sophistication which means that people have low value for Nepal
Telecom in Glamorous, charismatic, romantic.
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Brand Audit: Nepal Telecom
Nepal Telecom does not have a clear positioning statement. But through interview and various
published source we found that they have positioned the brand Nepal Telecom as “Quality
Service at affordable price. This positioning statement can be broken down in two elements:
● Quality Service
● Affordable Price
Furthermore, Quality Service can be further analyzed by dividing into Quality Network, Quality
office service. Affordable price dimension of brand positioning resonates with the brand
however Quality Service dimension of brand positioning does not resonates as it has poor
Network Quality and poor office service.
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Brand Audit: Nepal Telecom
Nepal Telecom as such does not have a Brand Mantra. Marketing Department is growing just
now and they have not worked on brand Mantra till now. If we were to construct its brand
mantra than it would be “Enjoy Nationwide connection at low price".
The main brand function is the connection from various sources. And the descriptive modifier
explains the connection to be nationwide and at low price. Hence, Descriptive modifier is
describing the brand function. And at the end "Enjoy" as Emotional modifier. This emotional
modifier explains that people can enjoy their network and people can only enjoy the network if it
is good. Hence, the word Enjoy has good quality network meaning embedded in it.
Similarly, in the above Brand Mantra various competitive advantages like low price and
nationwide connection has been included.
A brand name is a fundamentally important choice because it often captures the central theme or
key association of a product in a very compact and economical fashion. A brand name is very
crucial for a company in its advertisement and communication as they need to notice the brand
name, register its meaning or activate it in memory in just a few seconds.
The Brand Name " Nepal Telecom" is composed of two words Nepal and Telecom. This brand
name means telecommunication firm of Nepal. This brand name falls in Descriptive category of
Landor's brand name taxonomy as it describes the function of the brand literally. We found that
100% brand awareness exist in brand name.
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Brand Audit: Nepal Telecom
3.1.2 URLs
URLs (Uniform Resource Locators) specify location of pages on the web and are also commonly
referred to as domain names. The URLs of Nepal Telecom is www.ntc.net.np. The URLs name
and the brand name does not match. The URL is ntc.net.np which conveys the name Nepal
Telecommunication Corporation which does not match with the brand name. Hence, it is
absolutely necessary to change the URLs matching the brand name.
The second point is the word "net" which does not have any meaning to the general customer.
Similarly, the website is very lengthy and is difficult to remember as well because of the
difference between brand name and the URL and also because of the fact that the URLs is
lengthy consisting of ntc.net.
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Brand Audit: Nepal Telecom
The Logo of Nepal Telecom has two hemispherical figure with one hemisphere having a
tail.
A Namaste gesture inside of two hemispherical shape.
And the tip of Namaste has two arch and one oval full stop in decreasing order of size.
The Namaste gesture inside the two hemispherical figure signifies " a greetings to
welcome guest And two arch and one oval shaped full stop in decreasing order of size at
the tip of Namaste logo signifies that the " greeting and respect to customer is much more
and will continues".
The background color of Nepal Telecom logo is blue. This color is one of trust, honesty and
loyalty. It is sincere, reserved and quiet, and doesn't like to make a fuss or draw attention. It hates
confrontation, and likes to do things in its own way. This color resonates the silent and non
aggressive nature of Nepal Telecom.
The Namaste gesture is gold in color. The color gold is the color of success, achievement and
triumph. Associated with abundance and prosperity, luxury and quality, prestige and
sophistication, value and elegance, the psychology of this color implies affluence, material
wealth and extravagance. The use of golden color resonates with quality, sophistication,
prestige, and value aspect of Nepal Telecom as Nepal Telecom position itself as a quality
communication network with sophisticated technology with a prestige of smartest choice at
cheapest price for the service.
3.1.4 Slogans
Slogans are short phrases that communicate descriptive or persuasive information about the
brand. They often appear in advertisement but can play an important role on packaging and on
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Brand Audit: Nepal Telecom
other aspects of marketing program. Slogans are powerful branding devices because, like brand
names, they are an extremely efficient, shorthand means to build brand equity.
Nepal Telecom has not changed its Slogan over time. Nepal Telecom's slogans are as follows:
Nation's ownership
People's firm
High Penetration across the country
Quality Network
3.1.5 Package/Design
Packaging is the activities of designing and producing containers or wrappers for a product. One
of the strongest associations consumers have with a brand is inspired by the look of its
packaging. Hence, a marketer must choose the aesthetic and functional component of packaging
correctly to achieve marketing objectives and meet consumers' need.
In telecommunication sector especially sim cards, the packaging has been same throughout the
industry except color combination and design. The Sim card is packaged in envelop with
companies corporate color and logo in the cover inside of which few manuals and sim card
holder looking more like an ATM card. The inside cover of the envelop is pure white which out
any text or design. The packaging of Nepal Telecom Sim card assists in following functions:
When one buys the Sim card of Nepal Telecom, it is not only buying the Sim but also the
facilities that comes in package like customer service, periodic information, Sim change among
others.
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Brand Audit: Nepal Telecom
Memorability:
“A necessary condition for building brand equity is achieving a high level of brand awareness”.
Nepel Telecom has A highly recognizable brand name across the country and is inherently
memorable and attention-getting which helps in increasing the customer value. The brand has
successfully positioned itself in the marketplace so that the Nepal Telecom brand name can be
easily recalled by consumers.
Meaningfulness:
The color blue can be described as exciting, youthful, and bold while the color blue is associated
with dependability, trust, and strength. Another color is one of trust, honesty and loyalty. It is
sincere, reserved and quiet, and doesn't like to make a fuss or draw attention.
The color gold is the color of success, achievement and triumph. Associated with abundance and
prosperity, luxury and quality, prestige and sophistication, value and elegance, the psychology of
this color implies affluence, material wealth and extravagance.
Likeability:
Nepal Telecom packing is very ordinary as other telecom company’s packing. the packaging has
been same throughout the industry except color combination and design. The Sim card is
packaged in envelop with companies corporate color and logo in the cover.
Transferability:
Because Nepal Telecom is a Nepalese brand, its brand elements must be able to transfer through
the culture. Nepal Telecom’s iconic symbol and logo as well its slogan are easily transferable
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Brand Audit: Nepal Telecom
within various product categories. All three elements work together synonymously to
successfully introduce the Nepal Telecom brand into new markets segments.
Adaptability
Over the years, the Nepal Telecom logo has adapted its image as well as its logo to aid in product
and service. To remain contemporary and relevant to consumers, Nepal Telecom has maintained
as evident in its same logo forms.
Protectability
Nepal Telecom brand is legally and highly protected from any unauthorized use. Its logo,
symbol, and brand name cannot be infringed by another company cannot utilize and copy either
the logo or the symbol. According to Nepal Telecom’s website, all content on its site including
design, graphics, logos, icons, images, audio clips, and downloads is the exclusive property of
and owned by Nepal Telecom, its licensors or its content providers and is protected by copyright,
trademark and other applicable laws”
Nepal Telecom wants the following brand association with the brand:
Quality Service
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Brand Audit: Nepal Telecom
Cheapest Price
Quality Network
Modern Technology
National Telecom
Broad range of services
The respondentss were asked to," To remember what comes in their mind when they remember
Nepal Telecom? Their response was recorded and the following mental map was created:
Old Telecom
firm
Disturbed Affordable
Network Price
Nepal
Namaste
logo
Telecom Government
institution
wide range
Caring
of services
old
fashioned
Therefore, there is a gap between the brand association Nepal Telecom wants to create and brand
association the customer has in their mind.
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Brand Audit: Nepal Telecom
Product is something goods and service offered to the customer. Product decision includes
variety, features, brand name, quality, design, packaging and so on. Nepal telecom provides
customer with the different product or services which are mentioned below:
Telephone service (PSTN) all over the nation.
Broadband service with fastest internet,
SIM card with excellent GSM & CDMA network.
Cable for TV program with channel from all over the world.
Telephone service with domestic, STD and ISD calls.
Broadband service for the bank to run the ATM machine.
Caller id, voice mail, CRBT, mobile internet service, national and international
roaming in mobile (GSM) network
Third generation (3G) mobile service in capital city
Nepal telecom has its own GSM network with brand name 'NAMESTE'. More over by the help
of telephone lines internet and TV program can be used with special package. Recently Nepal
has launched third generation (3G) mobile service in capital city which can prove that Nepal
being poor country has the challenging telecommunication company.
3.3.2 Price:
The price must be right so that consumer will need to buy in large numbers to produce a healthy
profit. Nepal telecom provides different services to their customer with comparatively in
cheaper price than other competitors like NCELL. NT provides a NAMESTE mobile simcard for
NRS 200(incl VAT) which includes NRS 100 talk Time with validity of 6 month. Customers can
make a call for 0.75 paisa per minutes in same network in case of pre-paid mobile. In case of
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Brand Audit: Nepal Telecom
post-paid mobile NT offers NRS 380 credit limit. SMS within Nepal is Re.1 for the same
network. Thus NT provides the cheapest call in both mobile and land line than it competitor.
However NT can provide cheaper price to the customer to gain the market share and it will not
influence too much on their profit. Not only in mobile, they provided the cheapest broad band
internet than other like UTL and NCELL. The rate for calls differs as per the time (off hour and
peak hour). The charge for landline is NRS 1 for per 2 minutes call. There are lots of other
charges as per the services.
3.3.3 Place:
The place mix for Nepal telecom has largely influenced to the customer. The main place to get
the services is at the different branch of NT. NT has provided Customer Service office at vaiour
place of the cities. Customer has to submit the form with required document in advance for the
services. NT has branches all over the nation with each and every facility. Now to reach the
customer easily they have started to provide the sim card to the business dealer in each and every
market area. And the customer can top up their mobile balance easily from the shop, registered
agent, local PCO. However due to the poor infrastructure NT is not able to provide the internet
service and good mobile service in the hilly and mountain area. They need some more advance
technology and cost effective service to reach in that area. Some time they organize trade fare for
the selling of the services like sim card and internet. In same way the competitor SPNL uses its
dealer to sell their sim card, they also offer other company to sell their product offering the
package deal on it.
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Brand Audit: Nepal Telecom
3.3.4 Promotion:
Nepal telecom is using wide variety of promotion tool to reach to the custom in each and every
possible way. The mission on Nepal Telecom is to reach every corner of nation. For that they are
investing a huge amount on promotion. The promotion tools of NT are:
Advertising is the most effective means of promotion for NT. They use TV and radio with good
commercial advertisement. Broachers, magazines, newspaper are other best media of promotion.
They even use display board in the main location and other sales agent to reach the customer
easily. Beside these, NT is also been indulging into Green Environment process where they have
been planting trees in divider of the roads and watering those plants once or twice a week. In
return NT place its hoarding between the dividers. They sponsor most of the national and
international sports and cultural program. Thus sponsorship also has become a good means of
promotion for Nepal Telecom. They are also organizing trade fair and exhibition centre for the
new customer and existing customer to introduce their product to them.
NT gives the special offerings during the festive like 'Dashain and Tihar' where they offer
discount on the purchase of the services and also offer other package with reduced rat e than
before. They uses sales promotion tool to encourage the customer to purchase the product of
Nepal Telecom
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Brand Audit: Nepal Telecom
4. Recommendation
Nepal Telecom had a monopoly market till 2003. After 2003, several Telecommunication
company enter into the market like UTL, NCELL. NCELL did all the marketing campaign and
tired to fill the gaps which NTC wasn’t able to do so like GPRS, 3G, MMS. And NCELL broke
the monopoly market and now the outlook of the market is that NCELL has grabbed the
maximum market share than NTC. Another quandary with Nepal Telecom was the brand
dilution. Nepal Telecom (NT) previously known as Nepal Telecommunication Corporation
(NTC) was only a state owned telecommunication company until 2003 that had a monopoly
market all over Nepal. For the development and to meet the demand of the changing world, the
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Brand Audit: Nepal Telecom
former king transformed the company to the public limited company on 2004. Now it is named
as Nepal Doorsanchar Company Limited.
There is a major confusion on the brand name of Nepal Telecom as Nepal Telecom has
been changing name time and again. Hence, we recommend them to use Nepal Telecom
intensively rather than using Nepal Doorshanchar Company limited.
The URLs of Nepal Telecom does not matches the name Nepal Telecom. This is to say,
Nepal Telecom's URLs is ntc.net.np which does not match the brand name Nepal
Telecom.
Nepal Telecom's Slogan like " Nation Building is our Goal" sounds like the slogan of
Government rather than a corporate office. Hence, we recommend Nepal Telecom to
have slogan of an enterprise rather than government slogan.
Nepal Telecom should have its brand mantra which is the heart and soul of an
organization. We recommend Nepal Telecom to have brand name like Enjoy Nationwide
connection at low price which include brand strength and brand positioning.
Through our research we found that Nepal Telecom does not have clear market
segmentation, targeting and positioning. Hence, we recommend Nepal Telecom to have
distinct STP so that other higher brand strategy can be worked out in days ahead.
Nepal Telecom wants it customer to have brand association to be quality service, modern
technology but on contrary customers associate brand Nepal Telecom with poor service
quality, old fashion, and corruption. Hence, Nepal Telecom should improve this
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Brand Audit: Nepal Telecom
association by improving service quality and communicating persistently about the brand
association Nepal Telecom wants to have in customers mind.
Even though Nepal Telecom has brand loyalty due to price and very old technology but
its low performance, Judgement, and feeling should be increased as competition is
growing.
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Brand Audit: Nepal Telecom
5. Bibliography
Keller, P. J. (2013). Strategic Brand Management. New Delhi: Dorling Kindersley ( India) Pvt. Ltd.
Telecom, N. (n.d.). Nepal Telecom. Retrieved June 22, 2015, from Nepal Telecom: http://www.ntc.net.np/
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Brand Audit: Nepal Telecom
6. Annex 1
Questionnaire
1. Please write the name of well Known Telecommunication Company in Nepal?
__________________
__________________
Yes
No
If yes, name _______
Yes
No
Nepal Telecom
Ncell
6. If you were to buy another GSM Sim card, which brand would you prefer?
Nepal Telecom
Ncell
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Brand Audit: Nepal Telecom
7. Please rate Nepal Telecom on five point likert scale, where 1= very low and 5= very high
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