Manoj Dhyani 12/07/2021 1

12/07/2021 Manoj Dhyani 1
Project
Vijay

A challenge of
stiff competition
and a challenge
to satisfy
customers
can
BSNL do it

Contents
Company Profile
Project Vijay
Marketing
Social Responsibility of BSNL
Research Methodology
Data Interpretation
Recommendations & Suggestion
Limitation of study
Conclusion

Objective of Study
Primary Objective
1. To find the cause of losing the number one position.
2. To get the position again and trust of customers on

BSNL.
3. To know what kind of improvement is required to be

the best in telecom sector.
4. To understand the current market position and to

evaluate the improvements required for BSNL
Objective of Study
Secondary Objective
1. To increase the sales revenue

2. To defeat its competitors

Scope of Study
It will help BSNL in finding out the areas in which it is
lagging
Right approach and strategy is needed
It will help BSNL to get a strong grip into the market
A great help for me too

Company Profile

Bharat Sanchar Nigam Ltd. formed in October, 2000,
is World's 7th largest Telecommunications Company
BSNL has installed Quality Telecom Network in the

country and now focusing on improving it,
expanding the network

Aspiration
 Be the leading Telecom Service Provider in India with
global presence.
 Create a customer focused organization with excellence
in sales, marketing and customer care.
 Leverage technology to provide affordable and innovative
products/services across customer segments
 Provide a conducive work environment with strong focus
on performance
 Establish efficient business processes enabled by IT

Vision and Mission
Vision:
To become the largest telecom service provider in Asia.

Mission:

To provide world class State-of-art technology telecom services to its
customers on demand at competitive prices.

To provide world class telecom infrastructure in its area of operation
and to contribute to the growth of the country's economy.

Objectives
To be a Lead Telecom Services Provider.

To provide quality and reliable fixed telecom service to our
customer and there by increase customer's confidence.
To provide mobile telephone service of high quality and

become no. 1 GSM operator in its area of operation.
Providing telephone connection in villages as per

government policy.

Services offered by BSNL
BSNL Landline
Internet
BSNL Mobile
BSNL Broadband
Video Conferencing
BSNL Web Conferencing
Inet
Wi Max
WLL

SWOT Analysis

Project Vijay
Introduction
Marketing Strategies

Competition

Customer Satisfaction

Introduction

The Key Objectives
Design channel structure
Create channel management team
Develop improved channel norms to improve
retailer reach
Implement proposed channel structure for
franchisee network
Test other recommendations on tariff, if
appropriate
Expand BSNL Business

Key Activities
Conduct comprehensive retailer survey to:
 Map existing telecom retail universe in pilot SSAs
 Measure BSNL's reach and extraction in different types of
outlets to identify improvement opportunities

Calculate overall market potential for BSNL
Help BSNL set the right targets for the franchisees
and sub-franchisees
Design the overall distribution channel
Manage franchisees and sub-franchisees
Interact with retailers

Marketing Strategies

Marketing Concept
An organization should try to provide products that
satisfy customers' needs
An organization should determine what customers want

and use this information to create satisfying products
The marketing concept emphasis that marketing begins

and ends with customers
Target Market

Marketing Strategy
A marketing strategy is a plan of action for

developing, distributing, promoting, and pricing
products that meets the needs of specific customers.
The marketing strategy articulates the best use of the
firms' resources and tactics to met its objectives.

Values of Marketing
Ethics
Social responsibility
Franchising
Franchising is an arrangement whereby a

supplier, or franchiser grants a dealer, or a
franchisee, the right to sell products in
exchange for some type of consideration

Advantages of Franchising
for the Franchisee
Start a business with limited capital and use the business
experience of others
The franchisee can obtain guidance and advice from the

franchiser at little or no cost
The franchisee also receives materials to use in local

advertising and can take part in national promotional
campaigns sponsored by the franchiser
Advantages of Franchising
for the franchiser
The franchiser gains fast and selective product distribution
The outlets are maintained and operated by its own

standard
The franchiser benefit from the fact that the franchisee,

being the sole proprietor in most of the cases, is likely to
be very highly motivated to succeed

In Dehradun there are 7 Franchisees, 5 are active and
2 are proposed:
Kumar Drinks
Mahalaxmi Distributors
Stimulus
Technochip
Aggarwal Traders

New Sims
Connec RCV+C through
tion Achieve Topup Achieve Sanchar Achieve
(2G+3G) ment % (Lakh) ment % soft ment
Aggarw
al
Traders 2200 3271 149 110 67 60.9 172 31
Kumar
Drinks 2200 2755 125 110 102 92.5 62 155
Mahala
xmi 2200 1857 84 110 54.7 49.7 182 53
Stimulu
s 2200 753 34 110 38 34.6 253 0
Technoc
hip 2200 387 18 110 47.7 43.3 112 17
Marketing Management
Analysis, planning, implementation, and control of

programs designed to create, build, and maintain
mutually beneficial exchanges with target markets

Marketing Strategies of BSNL
Marketing Objective
Marketing Concept
Sales Vs. Marketing
Mission and Vision

Our visions begin with our desires.
 Audre Lorde
Visions drive consequences.

Principles drive results.
Key is to base vision on principles.
-Stephen R Covey.
The strongest form of vision / motivation is to base

vision on “What Legacy we want to leave.”
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
Focuses on understanding the needs and desires of the

customers
It is about being best in every respect
Customer life cycle a new concept

Marketing process of BSNL
 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
Brand Equity
BRAND
EQUITY
BRAND PERCIVED BRAND BRAND

AWARENESS QUALITY ASSOCIATION LOYALTY

Competition

Competition
BSNL has very tough competitors in Indian market
BSNL has failed to attract the young people
Advertisement looks very traditional and old

Customer Satisfaction

Customer Satisfaction
Customer retention
Importance of customer retention
Reason for customer switching
Strategies for customer retention
Tools for tracking and measuring Customer satisfaction

Customer Retention
Merely acquiring customers is not sufficient

because there is a direct link between customer
retention over time and profitability & growth

Customer Retention
Depends on service quality and customer satisfaction
Depends on the ability of the organization to encourage

customers to complain and then recover when things go
wrong
Complaints are natural part of any service activity as

mistakes are an unavoidable feature of all human endeavor

Importance of Customer Retention
It costs five times more to attract a new customer
than retaining one
They tend to purchase more over a period of time
As they remain satisfied with a service provider,

they spread a positive word of mouth
Importance of Customer Retention
Reichheld & Sasser coined a term ‘Zero Defection’
Companies can boost profits by almost 100% by

retaining just 5% more of their customers
It is also very important to understand the life time

value of a customer
Lifetime Value of Customer
If an average customer of BSNL pays Rs. 500 per
month and stays with the company for 20 years.,
his average lifetime value will be Rs. 500x 12x
20=Rs. 1,20,000. Further, if by a positive word of
mouth, he brings just one more customer to the
organization, his value to the organization
doubles

Reasons for Customer Switching
Pricing (High price, unfair pricing, deceptive pricing)
Inconvenience (Wait for service, wait for

appointment)
Core service failure (Service mistakes, Billing

errors)
Service encounter failure (Uncaring, impolite,

unresponsive behavior)

Reasons for Customer Switching
Response to service failure (Negative response,
no response, reluctant response)
Competition (Found better service)
Ethical problem (Cheating, Unsafe)
 Involuntary switching (customer moved,

provider closed)

Strategies for Customer Retention
 Complaint Management System
 Service Recovery Strategies
Managing Customer Waiting

Research Methodology

Research Objectives
 To know the consumer perception and their behavior towards
BSNL services.
 To find out the satisfaction level of the commission provided by

BSNL.
 To find whether they sell the BSNL products or not, if no then

why?

 To find whether the distributers visit the market and supply the
products to the retailers

Research Objectives
To know the preference of BSNL services with other
competitive companies.
To find the cause of losing the number one position.
To know what kind of improvement is required to be

the best in telecom sector.
To find out how much commission the other

companies provide to the retailers?
Research Design
Exploratory research Design
Descriptive research Design

Research Instrument Used
Questionnaire
&
Expert Opinion
&
Office Records
Sampling
 Sampling technique Non-probability sampling
 Sample units People who are selling
Telecom products
 Sample size 100 respondents (age ranging

between 23 years to 65 years)
 Method Direct interview through

Questionnaire
 Data analysis method Graphical method

 Area of district Dehradun-Rishikesh
 Timing of survey 11:30 AM to 5:00 PM

Field Work
Questionnaire was prepared keeping the objective of
research in mind
Questions were asked to the respondents as regards

to their willingness to use BSNL services.
The help of questionnaires conducted direct

interviews, in order to get accurate information.
In order to get correct information I had to approach

consumers ranging from 23 years to 65 years
Data Interpretation & Analysis

1. Do you sell SIM cards (of any brand)

Yes-95%
No-5%
Selling of Sim Cards of all Companies
Yes No
5%
95%

2. Do you sell recharges coupons (of any brand)?

Yes- (paper recharge) 90%
Yes-(electronic recharge) 85%
No- 10%
Selling of Recharge Coupons of all Companies
Yes (Paper Recharge)

Yes (Electronic Recharge)
No
5%
49%
46%

3. Do you sell BSNL SIM cards?

Yes- 69%
No-31%
Selling of BSNL Sim

Yes No
31%
69%

4. Do you sell BSNL Recharge Coupons?

Yes 76%
No 24%
Selling of BSNL Recharge Coupons

No
24%
Yes
76%

5. Who is the supplier of BSNL SIM cards to you?

A-Distributors 45%
B-Big Retailers 30%
C-No one 25%
Supplier of BSNL Sim Cards

No One
25%
Distributors
45%
Big Retailers
30%

6. Would you like to provide me some information
regarding the selling of new mobile connections which
you made in last month?
Sale of new connections (last month)
Airtel Vodafone Idea
BSNL Reliance Tata
11% 10% 25%
16%
15% 23%

7. Would you like to provide some information about the
total selling in terms of the money in the last month?
Sales in Average
35000
30000
25000
20000 Sales in Average
15000
10000
5000
0
Airtel Vodafone BSNL Reliance Idea
8. What are the reasons if you don’t sell BSNL SIM
cards? Reasons of not selling BSNL
100%
80%
60%
40%
20%
0%
e d ts L L k Reasons of not selling
am o o c SN SN or
u w BSNL
rC ot
G
od
B B et
o r om se N
ut r N
L
P
F r ha
rib ut
o
fit
c
is
t
b SN o P ur
D tri B Pr
N
o is
a ve s s To
D ke
y tH Le i
B n' ' t L
c es D
o
on
rvi rs D
e o s
S ut er
trib tom
is u s
D C
9. How many times the distributers visit to your
shop to supply the telecom products?
16
14
12
10 BSNL
Airtel
8
Vodafone
6 Idea
4 Reliance
2
0
How many times distributers visit the shops in a month
10. How much commission retailers get
from the telecom companies?
Commission provided by companies
3.50% 3.50% 3.50%
2.50%
Airtel Idea Vodafone BSNL

Recommendations & Suggestions
It should aim at one sector at a time
Company should focus more on young generation
BSNL should give training to its employees on the topics like,

customer satisfaction
It should improve its promotional strategies
It should be a bit strict towards the retailers
It should improve its network

Limitations of Study
Since the training was completed in 45 days, therefore

the time was not enough
Some of the respondents refused to fill the

questionnaire
Since the research dealt with human behavior,

biasness was there
The survey was conducted in Dehradun – Rishikesh

area, hence the results may vary in other parts
Conclusion


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12/07/2021 Manoj Dhyani 3

12/07/2021 Manoj Dhyani 4

2. To get the position again and trust of customers on

3. To know what kind of improvement is required to be

4. To understand the current market position and to

1. To increase the sales revenue

12/07/2021 Manoj Dhyani 6

Right approach and strategy is needed

A great help for me too

12/07/2021 Manoj Dhyani 7

12/07/2021 Manoj Dhyani 8

BSNL has installed Quality Telecom Network in the

12/07/2021 Manoj Dhyani 9

12/07/2021 Manoj Dhyani 10

12/07/2021 Manoj Dhyani 11

To provide mobile telephone service of high quality and

Providing telephone connection in villages as per

12/07/2021 Manoj Dhyani 12

12/07/2021 Manoj Dhyani 13

12/07/2021 Manoj Dhyani 14

12/07/2021 Manoj Dhyani 15

12/07/2021 Manoj Dhyani 16

12/07/2021 Manoj Dhyani 17

outlets to identify improvement opportunities

12/07/2021 Manoj Dhyani 18

12/07/2021 Manoj Dhyani 19

An organization should determine what customers want

The marketing concept emphasis that marketing begins

12/07/2021 Manoj Dhyani 20

A marketing strategy is a plan of action for

12/07/2021 Manoj Dhyani 21

Franchising is an arrangement whereby a

12/07/2021 Manoj Dhyani 23

The franchisee can obtain guidance and advice from the

The franchisee also receives materials to use in local

The outlets are maintained and operated by its own

The franchiser benefit from the fact that the franchisee,

12/07/2021 Manoj Dhyani 25

12/07/2021 Manoj Dhyani 26

Analysis, planning, implementation, and control of

12/07/2021 Manoj Dhyani 28

Sales Vs. Marketing

Mission and Vision

12/07/2021 Manoj Dhyani 29

Visions drive consequences.

The strongest form of vision / motivation is to base

Focuses on understanding the needs and desires of the

It is about being best in every respect

Customer life cycle a new concept

 Producing a product with the appropriate features and quality.

 Pricing the product correctly.

 Promoting the product; spreading the word about why

 Selling and delivering the product into the hands of the

BRAND PERCIVED BRAND BRAND

12/07/2021 Manoj Dhyani 33

12/07/2021 Manoj Dhyani 34

BSNL has very tough competitors in Indian market

BSNL has failed to attract the young people

Advertisement looks very traditional and old

12/07/2021 Manoj Dhyani 35