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Manoj Dhyani10/29/2010 1

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Project

Vijay


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Contentsy Company Profile

y Project Vijay

y Marketing

y Social Responsibility of BSNL

y Research Methodology

y Data Interpretation

y Recommendations & Suggestion

y Limitation of study

y Conclusion


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Objective of Study Primary Objective

1. To find the cause of losing the number oneposition.

2. To get the position again and trust ofcustomers on BSNL.

3. To know what kind of improvement is requiredto be the best in telecom sector.

4. To understand the current market position andto evaluate the improvements required for BSNL


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Objective of Study Secondary Objective

1. To increase the sales revenue

2. To defeat its competitors


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Scope of Study

y It will help BSNL in finding out the areas in which it is

lagging

y Right approach and strategy is needed

y It will help BSNL to get a strong grip into the market

y A great help for me too


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Company Profile


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y Bharat Sanchar Nigam Ltd. formed in October, 2000,

is World's 7th largest Telecommunications Company

y BSNL has installed Quality Telecom Network in the

country and now focusing on improving it, expandingthe network


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Aspiration

y Be the leading Telecom Service Provider in India with

global presence.

y Create a customer focused organization with excellence

in sales, marketing and customer care.

y Leverage technology to provide affordable and innovative

products/services across customer segments

y Provide a conducive work environment with strong focuson performance

y Establish efficient business processes enabled by IT


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Vision and Mission

Vision:

To become the largest telecom service provider in Asia.

Mission:

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

to its customers on demand at competitive prices.

y To provide world class telecom infrastructure in its area ofoperation and to contribute to the growth of the country'seconomy.


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Objectivesy To be a Lead Telecom Services Provider.

y To provide quality and reliable fixed telecom service toour customer and there by increase customer'sconfidence.

y To provide mobile telephone service of high quality and

become no. 1 GSM operator in its area of operation.

y Providing telephone connection in villages as pergovernment policy.


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Services offered by BSNL

y BSNL Landline

y Internety BSNL Mobile

y BSNL Broadband

y Video Conferencing

y BSNL Web Conferencingy Inet

y Wi Max

y WLL


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SWOT Analysis


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Project Vijay

y Introduction

y Marketing Strategies

y Competition

y Customer Satisfaction


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Introduction


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The Key Objectives

y Design channel structure

y Create channel management teamy Develop improved channel norms to improve

retailer reach

y Implement proposed channel structure for

franchisee networky Test other recommendations on tariff, if

appropriate

y Expand BSNL Business


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Key Activitiesy Conduct comprehensive retailer survey to:

y Map existing telecom retail universe in pilot SSAs

y

Measure BSNL's reach and extraction in different types ofoutlets to identify improvement opportunities

y Calculate overall market potential for BSNL

y Help BSNL set the right targets for the franchisees

and sub-franchisees

y Design the overall distribution channel

y Manage franchisees and sub-franchisees

y Interact with retailers


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Marketing Strategies


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Marketing Concepty An organization should try to provide products that

satisfy customers' needs

y An organization should determine what customers want

and use this information to create satisfying products

y The marketing concept emphasis that marketing beginsand ends with customers

y Target Market


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Marketing Strategy

A marketing strategy is a plan of action fordeveloping, 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.


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Values of Marketing

yEthics

ySocial responsibility


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Franchising

y Franchising is an arrangement whereby a

supplier, or franchiser grants a dealer, or afranchisee, the right to sell products in

exchange for some type of consideration


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Advantages ofFranchising

for the Franchiseey Start a business with limited capital and use the

business experience of others

y The franchisee can obtain guidance and advice fromthe franchiser at little or no cost

y The franchisee also receives materials to use in localadvertising and can take part in national promotionalcampaigns sponsored by the franchiser


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Advantages ofFranchising

for the franchisery The franchiser gains fast and selective product

distribution

y The outlets are maintained and operated by its ownstandard

y The franchiser benefit from the fact that the franchisee,being the sole proprietor in most of the cases, is likely tobe very highly motivated to succeed


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y In Dehradun there are 7 Franchisees, 5 are active and

2 are proposed:

Kumar Drinks

Mahalaxmi Distributors

StimulusTechnochip

Aggarwal Traders


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New

Connect

ion

(2G+3G)

Achieve

ment %

RCV+C

Topup

(Lakh)

Achieve

ment %

Sims

through

Sanchar

soft

Achieve

ment

Aggarw

al

Traders 2200 3271 149 110 67 60.9 172 31

KumarDrinks 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 Manoj Dhyani10/29/2010 27

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Marketing Management

Analysis, planning, implementation, and control of

programs designed to create, build, and maintain

mutually beneficial exchanges with target markets


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Mar ti trat i f

y Mar ti Obj ctiv

y Mar ti Conc pt

y al V . Mar ting

y Mi ionand Vi ion


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y Our visions begin with our desires.

- Audre Lorde

y Visions drive consequences.

Principles drive results.

Key is to base vision on principles.

-Stephen R Covey.

y The strongest form of vision / motivation is tobase vision on What Legacy we want to leave.


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Marketing Objectivey The ultimate objective of any marketing activity is to

satisfy the customers and today even a step ahead

i.e. delighting the customers

y Focuses on understanding the needs and desires ofthe customers

y It is about being best in every respect

y Customer life cycle a new concept


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Marketing process of BSNL

y Discovering what product, service or idea

customers want.

y Producing a product with the appropriate features and quality.

y Pricing the product correctly.

y Promoting the product; spreading the word about why

customers should buy it.

y Selling and delivering the product into the hands of the

customer Manoj Dhyani10/29/2010 32

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Brand Equity

BRAND

EQUITY

BRAND

AWARENESS

ERCIE ED

QUA ITY

BRAND

ASSOCIATION

BRAND

OYA TY


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Competition


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Competition

yBSNL has very tough competitors in Indian market

y BSNL has failed to attract the young people

y Advertisement looks very traditional and old


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Customer Satisfaction


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Customer Satisfactiony Customer retention

y Importance of customer retention

y Reason for customer switching

y Strategies for customer retention

y Tools for tracking and measuring Customersatisfaction


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Customer Retention

y Merely acquiring customers is not sufficient

because there is a direct link between customer

retention over time and profitability & growth


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Customer Retentiony Depends on service quality and customer satisfaction

y Depends on the ability of the organization to encouragecustomers to complain and then recover when things gowrong

y Complaints are natural part of any service activity asmistakes are an unavoidable feature of all humanendeavor


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Importance ofCustomer

Retention

y It costs five times more to attract a new customerthan retaining one

y They tend to purchase more over a period of time

y As they remain satisfied with a service provider,they spread a positive word of mouth


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Importance ofCustomer

Retention

y Reichheld & Sasser coined a term Zero Defection

y Companies can boost profits by almost 100% by

retaining just 5% more of their customers

y It is also very important to understand the life time

value of a customer


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Lifetime Value ofCustomer

y 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


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Reasons forCustomer

Switchingy Pricing (High price, unfair pricing, deceptive pricing)

yInconvenience (Wait for service, wait forappointment)

y Core service failure (Service mistakes, Billing errors)

y Service encounter failure (Uncaring, impolite,

unresponsive behavior)


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Reasons forCustomer

Switchingy Response to service failure (Negative response,

no response, reluctant response)

y Competition (Found better service)

y Ethical problem (Cheating, Unsafe)

y Involuntary switching (customer moved,provider closed)


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Strategies forCustomer

Retention

Complaint Management System

Service Recovery Strategies

y Managing Customer Waiting


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Research Methodology


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Research Objectivesy To know the consumer perception and their behavior towards

BSNL services.

y To find out the satisfaction level of the commission provided byBSNL.

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

why?

y To find whether the distributers visit the market and supply the

products to the retailers


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Research Objectivesy To know the preference of BSNL services with other

competitive companies.

y To find the cause of losing the number one position.

y To know what kind of improvement is required to be

the best in telecom sector.

y To find out how much commission the other

companies provide to the retailers?


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Research Designy Exploratory research Design

y Descriptive research Design


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Research Instrument Used

Questionnaire

&

Expert Opinion

&

Office Records


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Samplingy Sampling technique Non-probability sampling

y Sample units People who are selling

Telecom products

y Sample size 100 respondents (age rangingbetween 23 years to 65 years)

y Method Direct interview through

Questionnaire

y Data analysis method Graphical method

y Area of district Dehradun-Rishikesh

y Timing of survey 11:30 AM to 5:00 PM


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Field Worky Questionnaire was prepared keeping the objective of

research in mind

y Questions were asked to the respondents as regardsto their willingness to use BSNL services.

y The help of questionnaires conducted direct

interviews, in order to get accurate information.

y In order to get correct information I had to approachconsumers ranging from 23 years to 65 years


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Data Interpretation & Analysis


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

Yes-95%

No-5%

95%

5%

Selling of Sim Cards of all Companies

Yes No


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

Yes- (paper recharge) 90%Yes-(electronic recharge) 85%

No- 10%

49%

46%

5%

Selling of Recharge Coupons of all Companies

Yes (Paper Recharge)

Yes (Electronic Recharge)

No


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3. Do you sell BSNL SIM cards?

Yes- 69%No-31%

69%

31%

Selling of BSNL Sim

Yes No


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4. Do you sell BSNL Recharge Coupons?

Yes 76%No 24%

Yes

76%

No

24%

Selling of BSNL Recharge Coupons


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

A-Distributors 45%

B-Big Retailers 30%C-No one 25%

Distributors45%

Big Retailers30%

No One25%

Supplier of BSNL Sim Cards


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6. Would you like to provide me some information

regarding the selling of new mobile connections which

you made in last month?

25%

23%15%

16%

11%10%

Sale of new connections (last month)

Airtel Vodafone Idea BSNL Reliance Tata


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7. oul ou li to rovi ome informationabout

t e total elling in termsof t emoney in t e last

mont

0

5000

10000

15000

20000

25000

30000

35000

Sales in Average

Sales in Average


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8. What are the reasons if you dont sell BSNL SIM

cards?

0%10%20%30%40%50%60%70%80%90%

100%

Reasons of not selling BSNL

Reasonsofnot selling


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9. How many times the distributers visit to your

shop to supply the telecom products?

0

2

4

6

8

10

12

14

16

How many times distributers visit the shops in amonth

BSNL

Airtel

Vodafone

Idea

Reliance


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10. How much commission retailers get

from the telecom companies?

3.50% 3.50% 3.50%

2.50%

Airtel Idea Vodafone BSNL

Commission provided by companies


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Recommendations &

Suggestionsy It should aim at one sector at a time

y Company should focus more on young generation

y BSNL should give training to its employees on the topicslike, customer satisfaction

y It should improve its promotional strategies

y It should be a bit strict towards the retailers

y It should improve its network


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Limitationsof tudyy Since the training was completed in 45

days, therefore the time wasnot enough

y Some of the respondents refused to fill thequestionnaire

y Since the research dealt with humanbehavior, biasness was there

y The survey was conducted in Dehradun Rishikesharea, hence the resultsmay vary inother parts


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Conclusion


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Documents

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