Comparitive Analysis of BSNL (Product & Services) With Its Competitors

A
Project On
Market Research on comparative analysis of BSNL with its competitors
(A Govt of India Undertaking)
Master of business administration (Marketing)
Submitted in the partial fulfilment of the requirement for award of Master of

Business Administration of Tilak Maharashtra University, Pune.
Submitted by
Sumit Singh
PRN-07208014831
Of
(Institute of Business Studies & Research)
Navi Mumbai
Tilak Maharashtra University

Gultekdi, Pune 411037.
Institute Of Business Studies & Research, Navi Mumbai

1 Sumit Singh (MBA-marketing 2008-10)
PREFACE
The MBA programme is well structured and integrated course of business studies. In
every professional course training is an important factor. The main objective of practical
training is to develop skill in student by supplement to the theoretical study of business
management in general. Industrial training helps to gain real life knowledge about the
industrial environment and business practices.
Professors give us theoretical knowledge of various subjects in the college but we
practically exposed of such subjects when we get the training in the organisation.
During the whole training I got a lot of experience and came to know about the
management practices in real that how it differs from those of theoretical knowledge and
the practically in the real life.
In today’s globalize world, where cutthroat competition is prevailing in the market,

theoretical knowledge is not sufficient. Beside this one need to have practical knowledge,
which would help an individual in carrier activities and it is true that, “Experience is the
Best Teacher”

ACKNOWLEDGEMENT
With immense pleasure, I would like to present the project report for BSNL. It has been an enriching
experience for me to undergo my summer training at BSNL which would not have possible without the
goodwill and support of the people around. As a student of INSTITUTE OF BUSNINESS STUDIES
& RESEARCH, NAVI MUMBAI, I would like to express my sincere thanks to all those who helped
me during my practical training programme.
Words are insufficient to express my gratitude towards Mr. R. P. Tiwari, Document Section and BSNL. I
am very thankful to Mr. B. B. Singh, Principle of RTTC Lucknow, who helped me at every step
whenever needed.
At last but not the least my grateful thanks is also extended to Prof- Dev Burman (faculty MBA-
Marketing, IBSAR Navi Mumbai) and my thanks to all my faculty members and director for the proper
guidance and assistance extended by them. I am also grateful to my parents and friends to encourage &
giving me moral support.
However, I accept the sole responsibility for any possible error of omission and would be extremely
grateful to the readers of this project report if they bring such mistakes to my notices.

CONTENT
Sr. No. Chapter Name Page. No.
Chapter 1. Rational of the Study 4
Chapter 2. Objective of the Study
1-Tital of the Object
2-Objective of the Study 6-9
3-Scope of the Study

Chapter 3. Profile of the Company 10-24
Chapter 4. Review of the Literature 25-36
Chapter 5. Research Methodology. 37-40
Chapter 6. Data Analysis and Interpretation 41-54
Chapter 7. Findings 55-58

Chapter 8. Limitations of the Study
Chapter 9. Recommendation & suggestions
Bibliography 63

Chapter-1
RATIONAL OF THE STUDY

Over the last few years, the telecom industry in India has been going through a period of intense change.
Needs of the retail as well as corporate customers are changing and their expectations in terms of service
and quality are getting more demanding. BSNL is facing increasingly stiff competition from private
players. Over the recent past, BSNL’s performance has come under considerable pressure. It has not
been able to grow in line with the market and has been steadily losing market share. The lack of top-line
growth coupled with increasing costs has put pressure on BSNL’s operating performance in the past few
years.
BSNL has engaged the services of The Boston Consulting Group (BCG) to help develop an overall
strategy and transformation plan for the organization. BCG is a leading global consulting firm and has
extensive experience working with working with major telecom incumbents globally and in India on
issues of strategy, sales & marketing strategy and large scale transformations. BCG has significant
experience of working with large Public Sector undertakings to help them define and implement their
change agenda.
This transformation exercise, called Project SHIKHAR, will cover development of an overall strategic
agenda across BSNL’s key businesses including customer segmentation, sales channel management as
well as product management. It will also look at appropriate strategic initiatives in operations as well as
in Human Resource Management in order to implement the new strategy effectively. All this is aimed at
making BSNL more capable to thrive in a very competitive market place.

Chapter-2
OBJECTIVE OF THE STUDY

TITLE OF THE PROJECT
“Comparative Analysis of BSNL (services & products) With

Its Competitors”

OBJECTIVE OF THE STUDY-
The objective of the study was to define the kind of problem BSNL is facing to sustain in the market.
What more have to be done to fight with the increasing competition in the market? One of the major
objectives of the study was to find out the market behaviour as per the today’s condition. The original
motive of the project was to increase sales and generate revenue, that’s the reason the research was more
into find out if there is any issue regarding commission.
We focused on to the retailers because they were the right person who can let us know the real market
condition and things to improve to increase the sales. BSNL has lost its number one position it the
market therefore the senior officials adopted this method to find out the reasons and want its number one
tag again. Doubtlessly BSNL is making profit but despite being a govt of INDIA enterprise it is not the
number one company in the telecom sector.
Primary Objective.
• To get the cause of losing the number 1 position in the market.
• To get the position again and trust of customers on BSNL.
• To know what kind of improvement is required to be the best in telecom sector.
• To understand the current market position and to evaluate the improvements required for BSNL
• To understand the product changes needed to give it a competitive edge in the market.
Secondary objective-
• To increase the sales and revenue.
• To defeat its competitors.
• To find out the strategies adopted by the other companies.

• To find why are those companies doing better than BSNL.
• What are the areas where BSNL is lacking.
SCOPE OF THE STUDY
So far as I believe that this research is going to be a huge success, because the kind of objective it has is
mind-blowing. This project will surely help BSNL to get its position back. This project has a vast scope
in U.P.(east) because it has been planned in this manner.
It’s very obvious that people have their trust on BSNL and has a big number of subscribers. BSNL is not
only into mobile services but also it is INDIA’s biggest landline service provider. BSNL has recently
launched 3G mobile service which is a revolution in telecom sector. BSNL’s broadband internet service
is a mile stone. Services of BSNL are all perfect but right approach and strategy will make it easier for
the customers to be familiar with it.
I believe that the research programme will surely help BSNL to get a strong grip into the market. This
kind of research programme should be conducted time to time to find what’s going on it the market and
what is to be done to handle the scenario.
From my study’s point of view it was a great experience. I interacted with the people and tried my level
best to find out problems and best solutions of those problems. I used all my skills and knowledge in that
research. I learned a lot from this research and it helped me to remove the hesitations that I had earlier in
interacting with the people. I came to know how the system works in corporate world.

Chapter-3
COMPANY PROFILE
BHARAT SANCHAR NIGAM LIMITED.

(A govt. of India enterprise)
Website www.bsnl.co.in
Bharat Sanchar Nigam Ltd. formed in October, 2000, is World's 7th largest Telecommunications
Company providing comprehensive range of telecom services in India: Wire line, CDMA mobile, GSM
Mobile, Internet, Broadband, Carrier service, MPLS-VPN, VSAT, VoIP services, IN Services etc.
Presently it is one of the largest & leading public sector units 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, 48.11 Million GSM Capacity, more than 37382 fixed exchanges, 44966 BTS, 3140 Node B
( 3G 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.
BSNL is the only service provider, making focused efforts and planned initiatives to bridge the Rural-
Urban Digital Divide ICT sector. In fact there is no telecom operator in the country to beat its reach with
its wide network giving services in every nook & corner of country and operates across India except
Delhi & Mumbai. Whether it is inaccessible areas of Siachen glacier and North-eastern region of the
country. BSNL serves its customers with its wide bouquet of telecom services.
OBLIGATIONS
1. Towards customers and dealers
To provide prompt, courteous and efficient service and quality of products/services at fair and reasonable
services.
2. Towards employees
 Develop their capability and advancement through appropriate training and career planning
 Expeditious redressed of grievances

 Fair dealings with recognized representatives of employees in pursuance of healthy trade union
practices and sound personnel policies
CORPORATE SOCIAL RESPONSIBILITIES

BSNL is committed to provide quality Telecom Services at affordable price to the citizens of the
remotest part of the Country. BSNL is making all effort to ensure that the main objectives of the new
Telecom Policy 1999 (salient points indicated below) are achieved:
Access to telecommunications is of utmost importance for achievement of the country's social and
economic goals. Availability of affordable and effective communications for the citizens is at the core of
the vision and goal of the new Telecom policy 1999.
Strive to provide a balance between the provision of universal service to all uncovered areas, including
the rural areas, and the provision of high-level services capable of meeting the needs of the country's
economy encourage development of telecommunication facilities in remote, hilly and tribal areas of the
country;
Transform in a time bound manner, the telecommunications sector to a greater competitive environment
in both urban and rural areas providing equal opportunities and level playing field for all players.
EMPLOYEE’S WELFARE ACTIVITIES

Commitment towards the principles of corporate social responsibilities is inbuilt within the
corporate philosophy of BSNL. A very wide range of welfare programmes, with a focus on the
employees’ welfare is continuously implemented by the Staff Welfare Board of the Company.
ASSISTANCE DURING NATURAL CALAMITIES

BSNL always remains awake of its responsibility as a corporate citizen. When the destructive Tsunami
waves struck the Indian shores, BSNL Company swung into action immediately for providing relief to
those affected in the coastal areas. Communication networks at the Coastal areas of Tamil Nadu, Kerala
and the Andaman and Nicobar Islands – worst hit in the Tsunami - were promptly restored within the

shortest possible time. BSNL along with the employees contributed an amount of Rs. 2,207 lakhs to the
Prime Minister’s Relief Fund. Telephone Services were restored in record time in the flood-hit areas of
Gujarat and Maharashtra.
BSNL’S ASPIRATION
BSNL has created an aspiration to guide its transformation process. This aspiration was developed in a
very systematic manner and involved interactions and deliberations among employees from various
cadres, designations and geographies.
BSNL’S ASPIRATION IS TO –
• 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.
PROPOSED STRATEGY TO ACHIEVE ASPIRATION
Having defined this aspiration, we are working on the following key pillars of transformation
• Revitalise the business via –
o Focusing on aggressive growth in Mobility (2G/3G), Broadband and Enterprise
segment(i.e., corporate customers)
o Reducing churn in the landline (including PCO) business and consolidating our position
in the wholesale business (i.e., NLD)
o Venturing into new areas to further drive growth such as infrastructure sharing, DTH,
international expansion among others
• Build operations excellence in the following critical areas –
o Marketing, sales and distribution
o Product innovation and pricing
o Customer service

o Revenue assurance
o Cost efficiency
• Create a high performance organisation to achieve the above –
o Redesign the organisation structure, roles & responsibilities
o Strengthen our HR policies and practices
o Put in place a strong performance management system and culture
PARTICULARS OF ORGANISATION
Incorporated on 15.9.2000, vide Registration No. 55-107739,
dated the 15th September, 2000 and became entitled to commence
business with effect from 19th September, 2000.
The Company (BSNL) took over the .business of providing

DATE OF telecom services and network management throughout the country
INCORPORATION: except the metro cities of Delhi and Mumbai of the erstwhile
service providing departments of the Govt. of India, i.e., the
Departments of Telecom Services and Telecom Operations i.e.
1.10.2000 pursuant to an MoU signed between the BSNL and the
Govt. of India.
Government Company under Section 617 of the Companies Act,

TYPE OF COMPANY 1956.
ADMINISTRATIVE Govt. of India, Ministry of Communication and Information

MINISTRY Technology, Department of Telecommunications.
DETAILS OF
DISINVESTMENTS The entire share capital of the Company is held by the Govt. of

India..
SHAREHOLDING
Government of India is holding 100% of the share capital of the
PATTERN
Company.
LISTING WITH
Not applicable, as the BSNL is an unlisted company.
STOCK EXCHANGES
Authorised Capital – Rs.17, 500 crores, divided into 1, 000, 00,
00,000[One Thousand Crores] Equity Shares of Rs.10/- each; and
750, 00, 00,000 [Seven Hundred and Fifty Crores] Preference
SHARE CAPITAL
Shares of Rs.10/- each.
Paid Up Share Capital - Rs.5,000/- crores of Equity Shares and
Rs.7,500/- crores of Preference Share Capital
OBJECTIVES OF As set out in the objects clause of the Company’s Memorandum of
THE COMPANY Association.
PROCEDURES FOLLOWED IN THE DECISION-MAKING PROCESS, INCLUDING

CHANNELS OF SUPERVISION AND ACCOUNTABILITY

Overall management of the Company is vested with the Board of Directors of the Company. The Board
of Directors is the highest decision making body within the Company.
As per the provisions of the Companies Act, 1956 certain matters require the approval of the
shareholders of the Company in General Meeting.
The Board of Directors is accountable to the shareholders of the Company, which is the ultimate
authority of a Company. Bharat Sanchar Nigam Limited being a Public Sector Enterprise (PSE), the
Board of Directors of the Company is also accountable to Government of India.
The day-to-day management of the Company is entrusted with the Chairman cum Managing Director
and the Functional Directors and Executives of the Company. For this purpose, the Board of Directors

has delegated powers to the Chairman and Managing Director, Functional Directors, and the Executives
of the Company through Delegation of Financial and Administrative Powers. The Board of Directors has
also delegated few of its specific powers to a committee, known as Management Committee comprising
of CMD and Functional Directors. Functional Directors and executives exercise their decision-making
powers as per this delegation of powers.
The Chairman cum Managing Director, Functional Directors and other Executives are accountable to
Board of Directors for proper discharge of their duties & responsibilities. The powers, which are not
delegated are exercised by the Board of Directors subject to the restrictions and provisions of the
Companies Act, 1956 and the Articles of Association of the Company.
A. GLIMPSES OF MAIN SERVICES OFFERED

1. BASIC AND LIMITED MOBILE TELEPHONE SERVICES
BSNL is the leading service provider in the country in the Basic Telephone Services. As of now
more than 35 million Direct Exchange Lines & more than 2.2.Million telephones in the Limited Mobile
telephone Services are existing. BSNL has provides a number of attractive tariff packages & Plans which
shall further strengthen its subscriber base.
2. CELLULAR MOBILE TELEPHONE SERVICES

BSNL’s GSM Technology based Cellular Network reached a long way, covering 20,836 cities/towns
with a subscriber base of over 4.67 Crores as on 31st March 2009 out of which 4.31 crores cellular
telephone are in pre-paid segment
India's fastest growing cellular service , along with postpaid and prepaid services brings cellular
telephony to the masses, through innovative technology and strategic pricing.
This ambitious service uses state-of-the-art GSM technology to attain global excellence and leadership in
business. Our entry into this sector has brought GSM cellular service at an affordable cost to the
common man. All serving a single objective, to provide better communication to millions across India.
Customers have reposed tremendous faith in BSNL and it has enrolled over 30 Lakh Cellular customers
within ten months of launch of Cellular service, an unprecedented mark in Indian Cellular Market.

Why should you choose BSNL Mobile?
• For the first time in the country, all major towns and cities are covered through our network
• All major national and state highways are covered
• National and International SMS facility
• International roaming available for more than 300 networks across the world.
• The facility of one number roaming across the country
• Appropriate and reasonable tariff packages to suit every pocket
• Absolute transparency in billing. All regular features of cellular telephony, such as SMS as well
as advanced features like MMS are available.
• 24 Hour helpline all across the country.
• The only Mobile service available throughout the country including Jammu and Kashmir and
North Eastern states like Arunachal Pradesh, Nagaland, Mizoram etc.
3. INTERNET SERVICES
BSNL offers Dialup Internet services to the customers by Post-paid service with the brand name
‘Netone’, and pre-paid service with the brand name ‘Sancharnet’. The post-paid service is a CLI based
access service, currently operational in 100 cities. Sancharnet is available on local call basis throughout
India to ISDN and PSTN subscribers. The Internet Dhaba scheme of the Company aims to further
promote Internet usage in rural and semi urban areas.

5. BROADBAND SERVICES
BSNL has launched its broadband services under brand name “BSNL BROADBAND”on 14-01-05.
This offers High Speed Internet Access with speed ranging from 256 Kbps to 8 Mbps. Ever since its
inception BSNL is continuously expanding its broadband network in response to ever growing demand
of broadband service throughout India
Present customer base is 3.56 million, with equipped capacity of 6.1 million. BSNL Broadband service is
available in more than 3800 cities & 83000 villages.
The services provided are
• High Speed Internet Connectivity(up to 8 Mbps)
• Band width on Demand(planned)
• Virtual Private Network(VPN) service over broadband
• Dial VPN services to MPLS VPN customers
• IPTV services(at present available in 66 cities)
• Games on Demand Service
• Video tutoring service
• VOIP
• Video Surveillance service
• Entertainment portal.
BUSINESS DEVELOPMENT
Business Development Cell is responsible for developing new business revenue streams, new product,
tying up with other vendors for providing joint offering, etc. BD cell has tied up with vendors/other
organizations for Bundling of products with BSNL service like Handset Bundling (2 G & 3 G), PC

Bundling, GSM PCO Bundling, RF Vendor empanelment, Data Card Bundling for Edge/GPRS
connectivity.
BD has tied up with other organizations to enhance the business of BSNL like alliance with IOC, BPCL,
NFL etc for selling BSNL products through their outlets. BSNL is also in process of tie up with big
retail players like Reliance Retail, More, Spencer, Subhiksha, Mobile Zone, other similar outlet etc for
selling BSNL services. Similar alliance has been forged with NIC/IL&FS to sell BSNL products
through CSCs. Through other alliances, we have been able to bring out Co-branded/White labelled
services like Blackberry, Nokia Pushmail etc.
BD Cell is implementing Free EPABX scheme of BSNL through empanelment of EPABX Franchisees
to provide “Free of cost EPABX Systems” to corporate customers as a business development initiative to
retain the big corporate subscribers. BSNL has also tied up with M/s Polycom for providing their rich
Video Conferencing application based on their Real presence technology. Efforts are being made for
similar tie up with M/s Cisco for providing Video Conferencing solution to the end-users.
With the advent of proliferation of Broadband through mobile and landline, it has become very important
that low cost devices for both landline and mobile i.e. 3G/Wimax should be made available to the
customers so that large volume of subscriber base in these areas may be achieved. BD Cell will make
efforts to tie up with the vendors for broadly three types of low cost Broadband devices like Los cost
PC/Laptop, MIDs (Mobile Internet Devices) Wimax enable devices which will have the features of more
than smart phone but will be the cost effective solution for net surfing.
6. 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. Can’t 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.
BSNL was the most trusted telecom brand in year 2003 & 2004. BSNL has been given Golden Peacock
award for Best Corporate Social responsibility. These achievements need to be highlighted through
public relation exercise like press meet. This will help BSNL in building its marketing image. In sales
and distribution front though it has over one-lakh retailers, 1000 franchisees, 3300 CSCs, 36000
exchanges why is BSNL not visible like others? Why can’t BSNL utilize all possible space? Can’t it
leverage its franchisee and STD-PCO strengths? Can it make these outlets as its core strength? Why
BSNL’s recharge coupons, India Telephone Cards are in shortage when there is no capacity constraint?
Does it imply that BSNL’s planning for printing, inventory management, logistics, and supply chain and
of course franchisee management is inefficient? Do it has targets for these just like DELs & CellOne?
Why can’t BSNL leverage this huge network for better customer care and improve collection efficiency?
BSNL must realize that with waiver of security deposits, no OYT schemes, no advance rentals,
adjustment of landline security for CellOne, BSNL don’t 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?

SWOT Analysis of BSNL
Strength :-
• It has a competitive pricing policy.
• BSNL provides continuous training, career advancement opportunities and a self motivated work
environment to its employees.
• BSNL has a corporate culture of mutual respect and is an excellent service provider.
• BSNL maintains solid partnerships with its customers.
Weaknesses :-
• Although it is investing too much in R&D but its marketing skills are below average.
• Although it is growing very fast but at the same time it is losing its customers as well because the
competitors are chasing close behind.
Opportunities :-
• BSNL can retain its customers by improving its marketing skills.
• It can establish a world-wide knowledge-broadcast system via the internet.
• The group can strengthen and expedite research & development in order to deliver products of
top international standards.
Threats :-
• External factors like political instability and economic instability which are affecting the business
environment.

• The other threats can be the market saturation in term of business opportunities available in the
conventional telecom business.
Chapter-4
REVIEW OF THE LITERATURE

Courtesy – Marketing Management (Philip Kotler)
Marketing research system

Marketing managers often commission formal marketing studies of problems and opportunities. They
may request a market survey; a product- preference test , a sales forecast by region, or an advertising
evaluation. It’s the job of the marketing researcher to produce insight into the customer’s attitude and
buying behaviour; marketing insights provide diagnostic information about how and why we observe
certain effects in the marketplace, and what that means to marketers. Philip Kotler defines Marketing
research as the systematic design, collection analysis and reporting of data and findings relevant to a
specific marketing situation facing the company. Spending on marketing research topped $24 billion
globally in 2006 according to ESOMAR, the world association of opinion and market research
professionals.
Most large companies have their own marketing research department, which often play crucial roles
within the organisation. Procter & Gamble’s Consumer & Market Knowledge (CMK) market research
function has dedicated CMK groups working for P&G businesses around the world to improve their
brand strategy and program execution, as well as a relatively smaller , centralized corporate CMK group
that focuses on a variety of big- picture concerned that transcend any specific line of business. Yet ,

marketing departments. Often at much smaller companies, everyone carries out marketing research –
including the customers.
Companies normally budget marketing research at 1% to 2% of company sales. A large percentage of
that is spent on the services of outside firms. Marketing research firms fall into three categories:
1-syndicated-services research firms- these firms gather consumer and information which they sell for
a free. For example- the Nation Council for Applied Economic Research (NCAER), ACNielsen-ORG-
MARG, and IMR International.
2-Custom marketing research firms- They design an carry out research studies for various clients
based on specific briefs.
3-Speciality-line marketing research firms- these firms provide specialized research services such as
developing a research brief collecting field, and preparing data analysis and reports for other firms.
A company can hire the services of a marketing research firm or conduct research in creative and
affordable ways such as:
1- Engaging professors or students to design and conduct studies. Many large companies
hire summer trainers from management institutes for cost-effective market research year
after year. Awarding live projects to MBA students as part of their coursework is also a
common practice.
2- Monitoring published information and actions systematically. This may be done by
examining newspapers, web sites, industry reports, and by visiting competitive outlets.
Most companies such as Fuji photo film, use a combination of marketing research resources to study
their industries, competitors, audiences, and channel strategies.
The marketing research process

Survey Research- surveys are the best for descriptive research. Companies undertake survey to
learn about people’s knowledge, beliefs, preference, and satisfaction. It requires development of a
survey. Usually a questionnaire which the respondent are asked to fill up.
QUESTIONNQIRE DOS AND DON’TS

• 1-Ensure that questions are without bias. Don’t lead the respondent into the answer.

• Make the questions as simple as possible. Questions that include multiple ideas or two questions
in one will confuse respondents.
• Make the questions specific. Sometimes it’s advisable to add memory cues. For example, be
specific with time periods.
• Avoid jargon or shorthand. Avoid trade jargon, acronyms, and initials not in everyday use.
• Steer clear of sophisticated or uncommon words. Only use words in common speech.
• Avoid ambiguous words such as “usually” or “frequently” have no specific meaning.
• Avoid questions with a negative in them. It is better to say. “Do you ever...?” than “Do you
never....?”
• Avoid hypothetical questions. It’s difficult to answer questions about imaginary situations.
Answers aren’t necessary reliable.
• Do not use words that could be misheard. This is especially important when administering the
interview over the telephone. “What is your opinion of sects”? Could yield interesting but not
necessarily relevant answers.
• Desensitize questions by using response bands. To ask people their age companies about
employee turnover rates, offer a range of response bands instead of precises numbers.
• Ensure that fixed response does not overlap.
• Allow for “other” in fixed-response questions. Precoded answer will always allow for a response
other than those listed.
Courtesy- BSNL website
Marketing strategies of BSNL

Introduction.
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 cantered 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.
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.
3. 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: -
v Discovering what product, service or idea customers want.
v Producing a product with the appropriate features and quality.
v Pricing the product correctly.
v Promoting the product; spreading the word about why customers should buy it.
v 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.
4. 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.

5. Mission & Vision.
Here is a test to find whether your mission on earth is finished, If you are alive, it isn’t.
Richard Bach.
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, BSNL’s
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?”
10. Summary
Vision is set in the Boardroom but realized in the battlefield. Each and every employee has to
continuously lead this battle to be victorious. The corporate office is always willing to provide all
resources. Together we can realize our vision.
My philosophy is that not only are you responsible for your life, but doing the best at this moment puts
you in the best place for next moment.
Oprah Winfrey.
Extension Of Marketing Strategy-Step Into Retailing

BSNL seeks modern retail’s help to offer products and services
BSNL is looking at modern retail chains to sell its products and Services. This is extension of the
company’ aggressive marketing strategy. BSNL will enter into retailing agreements with the retail chains
or leaders of consortium of retail chains that operate at least a 50 retail outlets across the country and
have achieved an annual turn over of minimum Rs 50 core for the past two years.
The agreements to be entered into for an initial period of two years will be for sale of sell of SIMs,
instruments and other telecom products as well as telecom services being offered by the company across
the country except in Mumbai and Delhi. Interestinglly, in these metro cities MTNL, a listed company of
the government, is offering similar services. It would be possible to extend the validity period of the
retail agreements in tune with the norms fixed by the company.
The retailers while offering the products and services will be required to adhere to norms of verifying
customer ID, etc, set out by the government. The licencee retailers will have to obtain duly singed, filled-
in application forms together with identity proofs with advance payment for product and services from
the customers for submission to the company.
BSNL Future plan
This year BSNL is hopeful of doing better in mobile as it has extra capacities in northern, eastern and
southern region. BSNL presently has 46 million mobile connection and is planning to add 30 million in
future.
On the broadband front, it presently has 3.55 million subscribers. For wire line broadband services, the
company has strong pan India coverage in terms of cities, districts, blocks and villages. Overall it has
covered 4,200 cities and 40,000 villages as 21, 000 out of 28,000 rural exchanges have been broadband
enable.
.
BSNL’s Expansion with Nokia
The expansion will enable BSNL to significantly increase its network coverage and capacity in the states
of Jammu & Kashmir, Haryana, Uttaranchal, Uttar Pradesh (both east and west circles), Himachal
Pradesh and Rajasthan. It gives BSNL the chance to introduce the benefits of mobility to 2 million new
Indian subscribers, and underscores Nokia’s commitment to the dynamic Indian market.
This is an important network expansion to BSNL as it strive to offer the best network coverage and
capacity to its subscribers.

Nokia’s operations in India include networks and terminals sales division, three Research and
Development facilities and an upcoming manufacturing facility in Chennai that will produce both
terminals and GSM infrastructure equipment. Nokia also plane to open a Global Networks operation
Center in India by the end of the year.
PROJECT VIJAY – Mobility Pilot
Project Vijay - Mobility sales and distribution project (retailer’s survey) – is being piloted in UP (East)
Telecom circle. The key objectives of the pilot are to -
A. Design channel structure
B. Create channel management team
C. Develop improved channel norms to improve retailer reach, create appropriate incentives and
improve performance monitoring of channel
D. Implement proposed channel structure for franchisee network
E. Test other recommendations on tariff and handset bundling, if appropriate
Key activities identified & initiated

1. 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
2. Assess evolution of mobile market in pilot geographies over the next 5 years
− Calculate overall and addressable market potential for BSNL
− Help BSNL set the right targets for the franchisees and sub-franchisees
3. Design the overall distribution channel set up for mobiles including franchisees, sub-franchisees and
retailers
4. Create a new channel management team comprising BSNL employees to
− Manage franchisees and sub-franchisees (FMT)

− Interact with retailers (RMT)
5. Revise existing channel management norms and processes (e.g., retailer service frequency, ordering
and delivery process, audit norms, etc.)
6. Define key metrics for success and set up a rigorous monitoring mechanism
Scope of Project Vijay

Expand reach – ensure availability of BSNL products at more than 95% of telecom retail outlets capture
significant share (25-30%) of retailer's counter sales (increase extraction) Build distinctive channel
management capabilities nurture and build strong and viable channel partner network

Chapter-5
RESEARCH METHODOLOGY
Research Methodology:-
1 – Research Problem
• To find the performing of BSNL vis-à-vis other companies like Reliance, Idea, Airtel, Vodafone
In and TATA Indicom.
• To know the consumer perception and their behaviour towards BSNL services.
• To find out if the retailers are not satisfied with 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
• To find out how much commission the other companies provide to the retailers?
2 – Research Objectives
• To know the preference of BSNL services with other competitive companies.
• To know whether the distributers are doing their duty or not?
• To find out what should be done to create the awareness about the products
3 – Information Requirement
First I had to know about the entire competitor present in telecom services segment (reputed and well
established companies).
Before going for the survey I had to know the comparative services and rates of all the competitors
existing in the market. Because at the time of retailer’s interview they used to ask several questions
regarding BSNL services and schemes. I had to know about the distributers and the respected areas they
were dealing in. these were some of the information’s that I must know to make the interview interactive
and interesting.
4 – Choice of Research Design

Despite the difficult of establishing an entirely satisfactory classification system, it is helpful to
classification marketing research on the basis of the fundamental objectives of the research.
Consideration on the different type, their applicability, strengths, and their weakness will help to select
the type best suited to a specific problem.
The two types of researches are:

• Exploratory Research

• Conclusive Research
5 – Research Instrument used

If one wants to know that how much people buy a particular brand or what they think about the brand or
a particular company. Thus the questionnaire method has come to be the more widely used of the true
data collection method. The questionnaire method in general has a number of advantages. A
questionnaire consists of list of questions to be asked from the respondents and the space provided to
record the answer.
Questionnaire in the project consists of:

Multiple Choice questions – question of this type offer the respondents an alternative to choose right
answer among other.
Sample design is a definite plan of obtaining some items from the whole population. The sample design
used in this project is:
Convenience Sampling – This type of sampling is chosen purely on the basis of convenience of the
interviewer.
Sampling –

• Sampling technique Non- probability sampling
• Sample units People who are selling Telecom
products
• Sample size 100 respondents (age ranging
Between 18 years to 65 years)
• Method Direct interview through
Questionnaire
• Data analysis method Graphical method
• Area of district Lucknow/Allahabad district
• Timing of survey 9:00 AM to 8:00 PM
7 – Field Work – Method used for data collection

• 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 18 years to 65
years’

Chapter-7
DATA ANALYSIS AND INTERPRETATION

Primary Tabulation & Interpretation on the basis of Questionnaires
1-Do you sell SIM cards (of any brand)

Yes-95%
No-5%

Interpretation- This was the very first question of the Questionnaire. It was found that maximum
number of retailers sells the SIM cards but some of them do not deal with SIM cards, their concentration
was only towards recharge
2-Do you sell recharges coupons (of any brand)?

Yes- (paper recharge) 90%
Yes-(electronic recharge) 80%
No- 10%
Interpretation- The second question was about recharge coupons, whether the retailers sell ot or not or
they only deal with SIM cards and E-TOP up. It was found that 90% of the retailer sell paper recharge
and 80% of them were dealing with electronic recharge and 10% of them did not sell any kind of
recharge. It was a general question for all the telecom brands. This was not a specific question about
BSNL it was to get a brief idea about the shop dealing.

3-Do u sells BSNL SIM cards & recharge coupons?
Yes- 60%
No-40%
Interpretation- this question was to know whether they deal with BSNL mobile connections or not. I
found that 60% of the retailers deal with BSNL connections whereas 40% of the retailers do not entertain
in BSNL connections. All the retailers had their own reasons not to deal with BSNL SIM cards. But it
was very much because of BSNL’s week marketing strategy and unavailability of the required products.
Again there are a lot of problems with the BSNL network, therefore customer do not show there interest
towards BSNL and switching to other companies.
4-Who is the supplier of BSNL SIM cards to you?

A-Distributers
B-Big Retailers
C-No one
Interpretation- the question was to found that who the distributer of that area. Whether they are being
able to fulfil the market demand or not and what kind of behaviour they have towards retailers. I found
that none of the BSNL distributer deal properly. Retailers themselves have to go there and get the things
they need. Demand of BSNL in the market is very high but because of unavailability of the products
customers switch to other service provider. This is again not a good sign of good marketing. These are
some of the reasons why people are losing their trust from BSNL and switching over other service
provider.

Question-2
What all in you deal with along with the telecom products?
Interpretation- because telecom industry is a booming industry therefore each and every business person
are dealing with this why not they have any running business. Therefore people are not only running the
separate telecom business but also doing this business in their running business shop or store. Today you
can find telecom products in medical store also and not only in medical store but also in stationary store,
agriculture store, general store and electronic stores also. There are some more business store where one
can find telecom products

Question-3
Would you like to provide me some information regarding the selling of new mobile connections
which you made in last month?
Interpretation- when the research was completed we took the sample of the selling of SIM cards and
divided it into parts as per retailer’s information. I found that customer shown their interest in Vodafone
services more than any other company, BSNL also got good percentage but not satisfactory, as per the
company’s potential. This can be increased by improving marketing strategy and implementing that in a
proper way.

Question -1
Would you like to provide some information about the total selling in terms of the money in the
last month?
Interpretation- in terms of sales BSNL is not too behind than Airtel, which was the best gainer of the
last month, BSL can do much better than this if it come back with its full potential. This is not the exact
figure of the selling but an approximately idea. BSNL has a strong customer base the only thing is
needed to make BSNL the India’s number one company is proper implementation of the marketing
strategies.

Question-4
What are the reasons if you don’t sell BSNL SIM cards?
Interpretation- when I asked this question to the retailers they respond me in a straight way that none of
the distributer come here to supply the products we have to go to the distributer for the SIM cards this
was the main reason of not selling the SIM cards. There were also some factor affecting the selling of the
SIM cards, second reason was the commission provided by the BSNL, they were not satisfied with it.
Some of the retailers had different thoughts about this as per them the activation process is very lengthy
and critical therefore they do not entertain selling BSNL SIM cards.

Question-5
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
0
How many times distributers visit the shops in a month
Interpretation- It was found that BSNL distributer are very lazy and not interested in roaming around
in the market this is one of the main factor why BSNL is no longer the number one telecom company in
INDIA whereas others company’s distributer visit the market very often to fulfil the demand in the
market and they try to get some information if there is any problem regarding the services and products.
Retailers were very upset about the kind of behaviour BSNL persons do with them

Question-6
Do the officials of telecom companies visit the shop?
Interpretation- The question was to know whether the officials of telecom

companies visit the market for better understanding about the market scenario or
not, it was found that only 10% retailers said that BSNL officers visit the market
once in a year or two, rest of the 90% retailers pointed that no one come from
BSNL office to visit the telecom market. Airtel held the first position in this area
Question-7

What kinds of promotional material are there at the shop?
Interpretation- all the other telecom services provider has distributed their
promotional materials at the shops; they themselves go there to install glow sign
boards banner posters and any other promotional material whereas I did not find
any kind of BSNL’s promotional material at any shop where I took the interview. If
there is no promotional material at the shops how the customers will come to know
that what are the current plans and what are the plan prices. So here BSNL is
missing the very important P among the 4Ps of marketing which is affecting BSNL’s
sales and revenue.

QUESTION-8
How much commission retailers get from the telecom companies?
Interpretation- BSNL gives good commission to the retailers but they are still not
satisfied because they feel that BSNL is making a huge profit therefore it must
increase the commission this will help retailers to promote BSNL services among
the customers.

\
Chapter-7
FINDINGS

Finding in the research:-
• The session was very powerful exercise to increase knowledge about recent environment, various
schemes of the company. It helps to team spirit.
• It was found in the research that there were no promotional material at any telecom shop related
with BSNL whereas all the other companies had their banner, posters and many more
promotional material in bulk at the shops.
• BSNL distributer never visits to the market. No one can take action against them because of
being a legal distributer even if they don’t perform their duty.
• BSNL is still in demand and has a strong customer base
• BSNL has a weak marketing strategy.
After getting the questionnaire filled it was found that more than 80% of the respondents were dealing
with BSNL’s products like SIM cards, recharge, internet connections etc. It shows that people are using
and liking BSNL’s services.
But it was also found that most the respondents were not in the favour of its network availability,
roaming services and call rates. It shows that BSNL must take a step to improve it.
On the basis of questionnaire it was found that BSNL customer care facility is so poor. So BSNL should
increase its customer care facility to remove the grievances of customers.
People are not satisfied with its services so that for existence in the local market BSNL must provide
better services than its competitors. The retailers also mentioned that there neither banner nor posters nor
hoardings of BSNL whereas on the other hand all the other companies distributes these kind of
promotional material ant install themselves at the shops so that customers can know the present plans and
prices. BSNL is lacking in this part of promotional strategy. BSNL have to make sure that the product
should be available at the shops as the other companies do

Chapter-8
LIMITATIONS

1. Limited time available for getting the questionnaires filled from the respondents. As a result of
this it was not possible to get full information about the respondents.
2. As summer training is going under summer season so some time people are less interested in
filling up questionnaires.
3. Non-cooperative approach and rude behavior of the respondents.
4. If the respondents answer does not falls between amongst the options given then it will turn up to
be a biased answer.
5. Contacting potential respondents and if they were not using internet services then moving on to
other respondents was very time consuming.

Chapter -9
RECOMMENDATION & SUGGESTIONS

RECOMMENDATION & SUGGESTIONS
• After getting the questionnaire filled, it was found that although BSNL is providing a lot of
services but due to its weak marketing strategy people are not aware about its services. So BSNL
must take a step or adopt aggressive promotional activity for selling out of these services.
• People are not satisfied with its services so that for existence in the local market BSNL must
provide better services than its competitors.
• Though BSNL advertisement is rarely shown on television yet many people could recall it as per
the data of questionnaire. It shows that there is only need to give advertisement only to
rememorize customers. Because BSNL is very strong brand name.
• Company should launch its new services with improved quality.
• Company should introduce promotional schemes like prepaid cellular service with low tariff rates
and low call rates.
• Try to change the perception of the people through Word Of Mouth that BSNL is good telecom
service provider. Its progress is lower than other companies because TRAI has fully control over
it.

SUGGESTION TO THE PRESENT SYSTEM OF MARKETING IN BSNL :-
BSNL products for sale, banner as well as publicity materials are collected by the Field units from the
SSA head quarter. The marketing term has no assessment about the requirement of the CSCs (common
Service centre). Most of the CSCs are away from the SSA headquarters. This resulted considerable delay
and wasting of man power. To over from this situation, the distribution work needs to be taken up by the
marketing section team in the present scenario. This facilitates the team:
1) To know the requirement of the concerned CSC (Common Service system). The team can review
the flow of the customer and their requirement and if necessary rearrangement of the non-
moving items from this CSC.
2) The team can collect the sale products for which the stock is made over to the CSC.
3) The advertisement material can be handed over to the CSC and should also be monitored about
its display.
4) The marketing team (Sales team) can also distribute the stock to the concerned DSC and the
relation with DSCs can be established. Since the stock available at door steps of the DSCs, the
DSC need not come to the premises of BSNL for stock.
5) The marketing team (sales team) can arrange the feed back to the concerned in-charge about the
customer pluse and their requirement.

The GM/DGM/DE (marketing) should monitor the sales and its accounting on weekly basis. The head of
the SSA need not to call all the nodal officers/in-charges of the CSCs for meeting. Instead of this, field
meetings with the concerned officials can be arranged on teleconference or on the spot.
NEED A NEW MARKETING STRATEGY IN MOBILE SEGMENT

BSN L has to take every effort to increase the market share. BSNL has to think seriously how to improve
its service. At the same time each and every employee of BSNL has to think about the marketing strategy
of BSNL. Its huge manpower can be plunged in to action. Whether it is improvement of quality of
service or marketing, it cannot leave it to the management to take the initiative. It will have to start
aggressively to ensure that the service is improved. It has also to pressurize the management to take
necessary steps.
The fact is that being a Govt. owned company, people generally have trust and good will in BSNL.
Common people still believe that BSNL dose not involve in cheating and unfair business practices like
private operator. Even the customers who had earlier switched over to private operators are ready to
come back to BSNL, provided BSNL service is improving to their satisfaction.
But BSNL must try to improve its GSM equipped capacity and also basic as well as Broadband
connections

CONCLUSION :-
• The main objective of the training is to get direct exposure to the execution of day to day
functioning of the department within the organization. It helps to understand the importance of
team work, organizational culture, team dynamics, result orientation, organizational pressures
complexities in achieving the desired results.
• The work assigned by the company is to make questionnaire on the topic of “comparative study
of BSNL with its competitors”. And get it filled with the respondents. This questionnaire was
basically made to know that where BSNL is actually stand in the eyes of its customers.
• After getting the questionnaire filled, it was found that although BSNL is providing a lot of
services but due to its weak marketing strategy people are not aware about its services so BSNL
must take a step or adopt aggressive promotional activity for selling out of these services.
• People are not satisfied with its services so that for existence in the local market BSNL must
provide better services than its competitors.

BIBILEOGRAPHY
Websites
1- www.google.com
2- www.bsnl.co.in
3- www.wikipedia.com
4- www.scribd.com
5- www.mymba.com
Books
1- Marketing Management (Philip Kotler)
2- Research Methodology
Secondary sources
3- BSNL files


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Submitted in the partial fulfilment of the requirement for award of Master of

Tilak Maharashtra University

Institute Of Business Studies & Research, Navi Mumbai

In today’s globalize world, where cutthroat competition is prevailing in the market,

Institute Of Business Studies & Research, Navi Mumbai

Institute Of Business Studies & Research, Navi Mumbai

Chapter 1. Rational of the Study 4

Chapter 2. Objective of the Study

1-Tital of the Object

2-Objective of the Study 6-9

3-Scope of the Study

Chapter 7. Findings 55-58

Institute Of Business Studies & Research, Navi Mumbai

RATIONAL OF THE STUDY

Institute Of Business Studies & Research, Navi Mumbai

Institute Of Business Studies & Research, Navi Mumbai

OBJECTIVE OF THE STUDY

Institute Of Business Studies & Research, Navi Mumbai

“Comparative Analysis of BSNL (services & products) With

Institute Of Business Studies & Research, Navi Mumbai

• To get the position again and trust of customers on BSNL.

• To know what kind of improvement is required to be the best in telecom sector.

• To increase the sales and revenue.

• To defeat its competitors.

• To find out the strategies adopted by the other companies.

Institute Of Business Studies & Research, Navi Mumbai

• What are the areas where BSNL is lacking.

SCOPE OF THE STUDY

Institute Of Business Studies & Research, Navi Mumbai

BHARAT SANCHAR NIGAM LIMITED.

Institute Of Business Studies & Research, Navi Mumbai

Institute Of Business Studies & Research, Navi Mumbai

CORPORATE SOCIAL RESPONSIBILITIES

EMPLOYEE’S WELFARE ACTIVITIES

ASSISTANCE DURING NATURAL CALAMITIES

Institute Of Business Studies & Research, Navi Mumbai

Institute Of Business Studies & Research, Navi Mumbai

The Company (BSNL) took over the .business of providing

Government Company under Section 617 of the Companies Act,

ADMINISTRATIVE Govt. of India, Ministry of Communication and Information

Institute Of Business Studies & Research, Navi Mumbai

PROCEDURES FOLLOWED IN THE DECISION-MAKING PROCESS, INCLUDING

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Institute Of Business Studies & Research, Navi Mumbai

A. GLIMPSES OF MAIN SERVICES OFFERED

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2. CELLULAR MOBILE TELEPHONE SERVICES

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Institute Of Business Studies & Research, Navi Mumbai

Institute Of Business Studies & Research, Navi Mumbai

Institute Of Business Studies & Research, Navi Mumbai

Institute Of Business Studies & Research, Navi Mumbai

Institute Of Business Studies & Research, Navi Mumbai

• BSNL maintains solid partnerships with its customers.

• It can establish a world-wide knowledge-broadcast system via the internet.

Institute Of Business Studies & Research, Navi Mumbai

REVIEW OF THE LITERATURE

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Marketing research system

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The marketing research process

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