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For internal circulation of BSNL only E2-E3 MANAGEMENT MARKETING FUNDAMENTALS

Market Scenario & BSNL statustraining.bsnl.co.in/digital_library_source/upgradation/E2-E3/E2-E3 Mgmt-II/E2-E3 Mgmt...For internal circulation of BSNL only Conclusion Lot of effort

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Page 1: Market Scenario & BSNL statustraining.bsnl.co.in/digital_library_source/upgradation/E2-E3/E2-E3 Mgmt-II/E2-E3 Mgmt...For internal circulation of BSNL only Conclusion Lot of effort

For internal circulation of BSNL only

E2-E3 MANAGEMENT

MARKETING FUNDAMENTALS

Page 2: Market Scenario & BSNL statustraining.bsnl.co.in/digital_library_source/upgradation/E2-E3/E2-E3 Mgmt-II/E2-E3 Mgmt...For internal circulation of BSNL only Conclusion Lot of effort

WELCOME

• This is a presentation for the E2-E3 Management

Module for the Topic: Marketing Fundamentals.

• Eligibility: Those who have got the upgradation to from

E2 to E3.

• This presentation is last updated on 15-3-2011.

• You can also visit the Digital library of BSNL to see this

topic.

For internal circulation of BSNL only

Page 3: Market Scenario & BSNL statustraining.bsnl.co.in/digital_library_source/upgradation/E2-E3/E2-E3 Mgmt-II/E2-E3 Mgmt...For internal circulation of BSNL only Conclusion Lot of effort

For internal circulation of BSNL only

AGENDA

What is Marketing?

Needs, Wants and Demands

Product and Service

Characteristics of Services

Marketing Mix

Marketing vs. Sales

SWOT and STP Analysis

Marketing Strategies

Marketing in BSNL

Page 4: Market Scenario & BSNL statustraining.bsnl.co.in/digital_library_source/upgradation/E2-E3/E2-E3 Mgmt-II/E2-E3 Mgmt...For internal circulation of BSNL only Conclusion Lot of effort

For internal circulation of BSNL only

What is Marketing?

Marketing is the performance of business activities

that directs the flow of products or services from

producer to customers or consumers.

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 goals.

Page 5: Market Scenario & BSNL statustraining.bsnl.co.in/digital_library_source/upgradation/E2-E3/E2-E3 Mgmt-II/E2-E3 Mgmt...For internal circulation of BSNL only Conclusion Lot of effort

For internal circulation of BSNL only

Needs, Wants and Demands

Needs :

The most basic concept underlying marketing is that of

human needs.

They include basic physical needs for food, clothing,

warmth and safety, social needs for belonging and

affections and individual needs for knowledge and self

expression.

These needs are not invented by marketers; they are a

basic part of the human make up.

Page 6: Market Scenario & BSNL statustraining.bsnl.co.in/digital_library_source/upgradation/E2-E3/E2-E3 Mgmt-II/E2-E3 Mgmt...For internal circulation of BSNL only Conclusion Lot of effort

For internal circulation of BSNL only

Needs, Wants and Demands (Contd..)

Wants :

Wants are products satisfying human needs and they

are shaped by culture and individual personality.

A hungry person in Bihar might want Roti, in West

Bengal might want Rice and for South Indian people it

may be Idli or Dosha.

Wants are described in terms of products/services that

will satisfy needs.

Page 7: Market Scenario & BSNL statustraining.bsnl.co.in/digital_library_source/upgradation/E2-E3/E2-E3 Mgmt-II/E2-E3 Mgmt...For internal circulation of BSNL only Conclusion Lot of effort

For internal circulation of BSNL only

Needs, Wants and Demands

Demands :

People have almost unlimited wants but limited

resources. Thus they want to choose products that

provide the most value and satisfaction for their

money. When backed by buying power, wants

become demands.

BSNL Broadband and Leased Line Circuit has more

demand compared to other operators’ product.

Page 8: Market Scenario & BSNL statustraining.bsnl.co.in/digital_library_source/upgradation/E2-E3/E2-E3 Mgmt-II/E2-E3 Mgmt...For internal circulation of BSNL only Conclusion Lot of effort

For internal circulation of BSNL only

Product and Service

A product is something tangible that can be offered to a

market to satisfy a need or want.

The concept of product is not limited to physical objects

– anything capable of satisfying a need can be called a

Product.

Product’s physical distinctions include :

Form, Features, Performance Quality, Conformance

Quality, Durability, Reliability, Repairability, Style, design

etc.

Page 9: Market Scenario & BSNL statustraining.bsnl.co.in/digital_library_source/upgradation/E2-E3/E2-E3 Mgmt-II/E2-E3 Mgmt...For internal circulation of BSNL only Conclusion Lot of effort

For internal circulation of BSNL only

Product and Service (Contd..)

A service is any activity or benefit that one party can

offer to another that is essentially intangible and

does not result in the ownership of anything.

Product’s service distinction include :

Ordering ease, Delivery, Installation, Customer

training, Customer Consulting, Maintenance and

Repair.

Page 10: Market Scenario & BSNL statustraining.bsnl.co.in/digital_library_source/upgradation/E2-E3/E2-E3 Mgmt-II/E2-E3 Mgmt...For internal circulation of BSNL only Conclusion Lot of effort

For internal circulation of BSNL only

Characteristics of Services

Services are characterized by following distinctions:

Intangible: Customer can’t see, touch, smell or

handle services before deciding whether to buy.

Inseparable: Services are usually delivered and

consumed simultaneously, so both provider and

the buyer influence the outcome of the service

delivery.

Page 11: Market Scenario & BSNL statustraining.bsnl.co.in/digital_library_source/upgradation/E2-E3/E2-E3 Mgmt-II/E2-E3 Mgmt...For internal circulation of BSNL only Conclusion Lot of effort

For internal circulation of BSNL only

Characteristics of Services(Contd..)

Heterogenous: Services vary depending on who

provides them and when and where they are

provided; thus controlling their quality is difficult.

Perishable: Services are used up upon delivery,

not stored for future sale.

Page 12: Market Scenario & BSNL statustraining.bsnl.co.in/digital_library_source/upgradation/E2-E3/E2-E3 Mgmt-II/E2-E3 Mgmt...For internal circulation of BSNL only Conclusion Lot of effort

For internal circulation of BSNL only

Marketing Mix

There are standard four ‘P’s applicable for

Products. Service Marketing require extra three,

totaling seven and known together as the

extended Marketing Mix.

Page 13: Market Scenario & BSNL statustraining.bsnl.co.in/digital_library_source/upgradation/E2-E3/E2-E3 Mgmt-II/E2-E3 Mgmt...For internal circulation of BSNL only Conclusion Lot of effort

For internal circulation of BSNL only

Marketing Mix(Contd..)

The Seven ‘P’s are :-

Product

Pricing

Promotion

Place

People

Process

Physical Evidence

Page 14: Market Scenario & BSNL statustraining.bsnl.co.in/digital_library_source/upgradation/E2-E3/E2-E3 Mgmt-II/E2-E3 Mgmt...For internal circulation of BSNL only Conclusion Lot of effort

For internal circulation of BSNL only

Marketing Mix(Contd..)

Product : Product variety, quality, design, packaging,

features, Brandname, Sizes, Services etc. – a budle of

benefits which gives a solution.

Pricing : List price, Discounts, Allowances, Payment Period

etc.

Promotion : Advertising, Personal selling, Sales Promotion,

Public relations, Direct selling etc.

Place : Channels, location, inventory, logistics etc.

Page 15: Market Scenario & BSNL statustraining.bsnl.co.in/digital_library_source/upgradation/E2-E3/E2-E3 Mgmt-II/E2-E3 Mgmt...For internal circulation of BSNL only Conclusion Lot of effort

For internal circulation of BSNL only

Marketing Mix(Contd..)

People : Customer, supplier, vendor,

employees etc.

Process : How of product/service delivery.

Standardization, checklists etc.

Physical Evidence : Looks of Customer

Service Centre, Testimonials, Demonstrations

etc.

Page 16: Market Scenario & BSNL statustraining.bsnl.co.in/digital_library_source/upgradation/E2-E3/E2-E3 Mgmt-II/E2-E3 Mgmt...For internal circulation of BSNL only Conclusion Lot of effort

For internal circulation of BSNL only

Marketing Vs. Sales

Marketing and Sales are often said to be the

sides of the same coin.Both are interrelated.

Marketing brings the people forward for

purchase, sales actually converts these

interested people into customers.

Page 17: Market Scenario & BSNL statustraining.bsnl.co.in/digital_library_source/upgradation/E2-E3/E2-E3 Mgmt-II/E2-E3 Mgmt...For internal circulation of BSNL only Conclusion Lot of effort

For internal circulation of BSNL only

Marketing Vs. Sales(Contd..)

Sales by closing deals, marketing by

supporting sales and increasing brand

awareness.

Page 18: Market Scenario & BSNL statustraining.bsnl.co.in/digital_library_source/upgradation/E2-E3/E2-E3 Mgmt-II/E2-E3 Mgmt...For internal circulation of BSNL only Conclusion Lot of effort

For internal circulation of BSNL only

SWOT Analysis

SWOT :-

S : Strength (HR, Network, Customer Relations etc.)

W :Weakness (Planning, Mind setup, CRM etc.)

O :Opportunities (New Business, Customer Base,

Expansive Economy etc.)

T : Threats (Recession, Competition etc.)

Page 19: Market Scenario & BSNL statustraining.bsnl.co.in/digital_library_source/upgradation/E2-E3/E2-E3 Mgmt-II/E2-E3 Mgmt...For internal circulation of BSNL only Conclusion Lot of effort

For internal circulation of BSNL only

STP Analysis

STP :-

S : Segmentation (Geographic, Demographic,

Psychographic, Behavioral)

T : Targeting (Mass Market, CIC, Enterprise

Customers etc.)

P : Positioning (Competitive price, more value

etc.)

Page 20: Market Scenario & BSNL statustraining.bsnl.co.in/digital_library_source/upgradation/E2-E3/E2-E3 Mgmt-II/E2-E3 Mgmt...For internal circulation of BSNL only Conclusion Lot of effort

For internal circulation of BSNL only

Marketing Strategies

Marketing strategy is a method of focusing an

organization’s energies and resources on a course of

action which can lead to increased sales and

domination of a target market niche.

A marketing strategy combines product development,

promotion, distribution, pricing, CRM and other

elements.

Page 21: Market Scenario & BSNL statustraining.bsnl.co.in/digital_library_source/upgradation/E2-E3/E2-E3 Mgmt-II/E2-E3 Mgmt...For internal circulation of BSNL only Conclusion Lot of effort

For internal circulation of BSNL only

Marketing Strategies(Contd..)

Proper utilization of 7 ‘P’s.

Study of Product Life Cycle(PLC) of a product.

Product Life Cycle

Page 22: Market Scenario & BSNL statustraining.bsnl.co.in/digital_library_source/upgradation/E2-E3/E2-E3 Mgmt-II/E2-E3 Mgmt...For internal circulation of BSNL only Conclusion Lot of effort

For internal circulation of BSNL only

Marketing Strategies(Contd..)

Stage → Introduction Growth Maturity Decline

Marketing

Objective →

Gain awareness Stress

differentiation

Maintain brand

loyalty

Harvesting/

withdrawal

Competition Few More Many Few

Product One More versions Full range Best sellers

Price Skimming/

penetration

Competitive/

Gain market share

Loyalty schemes/

Defend market

share/profit

Stay profitable

Promotion Inform/

educate

Stress competitive

differences

Reminder oriented Minimal promotion

Place (Distribution) Limited More outlets Maximum outlets Fewer outlets

Page 23: Market Scenario & BSNL statustraining.bsnl.co.in/digital_library_source/upgradation/E2-E3/E2-E3 Mgmt-II/E2-E3 Mgmt...For internal circulation of BSNL only Conclusion Lot of effort

For internal circulation of BSNL only

Marketing in BSNL

Marketing section started functioning in

November, 2000 at BSNL Corporate office.

BSNL has Marketing Cells in each verticals i.e.

CFA, CM and Enterprise.

Mr. Abhinav Bindra is brand ambassador of

BSNL.

Page 24: Market Scenario & BSNL statustraining.bsnl.co.in/digital_library_source/upgradation/E2-E3/E2-E3 Mgmt-II/E2-E3 Mgmt...For internal circulation of BSNL only Conclusion Lot of effort

For internal circulation of BSNL only

Marketing in BSNL(Contd..)

BSNL regularly participates in local and national

exhibition and melas.

Road shows are also organised.

Page 25: Market Scenario & BSNL statustraining.bsnl.co.in/digital_library_source/upgradation/E2-E3/E2-E3 Mgmt-II/E2-E3 Mgmt...For internal circulation of BSNL only Conclusion Lot of effort

For internal circulation of BSNL only

Marketing in BSNL(Contd..)

An indicative Interaction Map of Marketing with other Units :

Ma

rke

tin

g F

un

cti

on

Maintenance (Breakdowns,

suggestions, Indoor, Outdoor,

MSC, BTS etc.

Senior Management

Planning (New areas being

covered, expansion plans etc.)

Sales (New outlets, promotion needs,

feedback reports, schemes etc.)

Commercial (New plans, terms &

condition etc.)

Market Intelligence (News gathering,

informers, competitor details etc.)

Market Research (Brand, Market

Potential, Needs etc.)

Brochures, Posters, mailers,

Dress code for staff

Advertisements (Brand ambassador,

Print, electronic, Outdoor,

internet etc.)

New services, New/modification in

tariff plans

Point of purchase material (Cutouts,

Glow signs, Danglers, showroom

design etc.)

Content for Website/portal

Inputs to TRA, Planning, Sales,

Commercial, Top management

Events (conferences, seminars,

exhibitions, interviews etc.)

TRA (Billing details, tariff

analysis, plan based tariff

profiling, collection details etc.)Loyalty schemes

Call center relation

(Content, Information, CSR Scripts, IVR

scripts, telemarketing, training etc.)

Page 26: Market Scenario & BSNL statustraining.bsnl.co.in/digital_library_source/upgradation/E2-E3/E2-E3 Mgmt-II/E2-E3 Mgmt...For internal circulation of BSNL only Conclusion Lot of effort

For internal circulation of BSNL only

Conclusion

Lot of effort has been made by BSNL in retaining

& strengthening its market position.

In spite of heavy growth in BSNL subscriber base

from 2.5 crore to over 9 crore since its formation,

its market share is on the decline.

Page 27: Market Scenario & BSNL statustraining.bsnl.co.in/digital_library_source/upgradation/E2-E3/E2-E3 Mgmt-II/E2-E3 Mgmt...For internal circulation of BSNL only Conclusion Lot of effort

For internal circulation of BSNL only

Conclusion(Contd..)

Mergers & acquisitions are helping competitors to

improve their market share.

While certainly a comprehensive internal &

external marketing strategy for BSNL is needed

to check this trend, procedural changes and more

functional autonomy may also be required.

Page 28: Market Scenario & BSNL statustraining.bsnl.co.in/digital_library_source/upgradation/E2-E3/E2-E3 Mgmt-II/E2-E3 Mgmt...For internal circulation of BSNL only Conclusion Lot of effort

For internal circulation of BSNL only