TERM PAPER OF SALES

&PROMOTION MGT

Develop an online campaign covering all expects of creative execution of BSNL

SUBMITTED TO:- SUBMITTED BY:-

MR. ABHISHEK DUTTA ANSHUL SINGH
ROLL NO. A56
10907152
INTRODUCTION OF BSNL
Bharat Sanchar Nigam Ltd. (BSNL) is the largest Public Sector undertaking in
India for providing telecom infrastructure and services. Its net worth is above
US$ 10 Billion and its turn over is of the order of US $ 4.6 Billion. BSNL plans
to form a panel of professional consulting firms for services in various aspects of
telecom business and corporate management covering areas such as
organizational procedures and work processes, tariffs models, market surveys,
project consultancy, strategic planning for technology evolution and introduction
of new services, financing and accounting systems, asset and inventory
management, technical audit and management methods.
According to Bharat Sanchar Nigam Limited (BSNL), the company is
committed to provide quality Telecom Services at affordable price to the
citizens of the remotest part of India, since it is of utmost importance for
achievement of the country's social and economic goals. BSNL is the only
telecommunication service provider offering rural telephony as part of its
social responsibility. Bharat Sanchar Nigam Limited does not have any direct
subsidy schemes/ programmes for public. However, BSNL, is the only
service provider offering rural telephony as part of its social responsibility.
BSNL plans to provide broadband to 20,000 villages that are already
connected through optical fibre. BSNL with support from government plans
to provide broadband to all gram panchayats, secondary and higher
secondary schools and public health care centres by end of 2007. BSNL is
offering special tarifs for rural subscribers by providing lower rental and
higher free calls as compared to urban area subscribers.
According to Bharat Sanchar Nigam Limited (BSNL), the company is
committed to provide quality Telecom Services at affordable price to the
citizens of the remotest part of India, since it is of utmost importance for
achievement of the country's social and economic goals. BSNL is the only
telecommunication service provider offering rural telephony as part of its
social responsibility. Bharat Sanchar Nigam Limited does not have any direct
subsidy schemes/ programmes for public. However, BSNL, is the only
service provider offering rural telephony as part of its social responsibility.
BSNL plans to provide broadband to 20,000 villages that are already
connected through optical fibre. BSNL with support from government plans
to provide broadband to all gram panchayats, secondary and higher
secondary schools and public health care centres by end of 2007. BSNL is
offering special tarifs for rural subscribers by providing lower rental and
higher free calls as compared to urban area subscribers.
Some of the factors that contribute towards making BSNL a blue-chip
company are:
 Company providing vital infrastructure
 Sustained growth
 Increasing demand in a fast developing economy.
 Cost reduction due to induction of new technologies and
computerization.
 Tremendous resources and asset base.
 Very high potential for value .
 Exciting development in new services everyday.
VISION
 Become a total solution provider company and to provide world class
telecom services at affordable prices .
 Become a global telecom company and to find a place in the ‘Fortune
500’companies.
 Enter into and expand new services viz.Long distance ,cellular mobile , W-
CDMA,Internet /Broadband and ‘IN’ services and development of telecom
software .
 Become the largest provider of private networks and leasded lines.
 Ventures into other areas in Idia and abroad on the strength of our core
competency.

MISSION

 To remain market leader in providing world class Telecom and IT related

services at affordable prices and to become a global player.

ONLINE CAMPAIGN

What is an online ad campaign?

An online advertisement campaign is like any ad campaign... only it's online - on

the web.

If you have products or services to sell and are advertising them via T.V.,
newspapers, brochures, etc. it is time you took your promotions online. Why? The
number of net surfers is increasing at a rapid rate and studies have shown that
people are spending more and more time on the web. Buying products online is
convenient, hassle-free and easy. Online market places allow buyers to see the best
deals available without moving from their desks and choose the products they
want which they could not find at the local supermarket.

There are a few ways you can promote your products and services online - display
banners on a web site (ideally a web site which caters to your target audience),
have banners displayed on ezines (online newsletters and magazines) etc. When
visitors click on the banners, they should be taken to your web site. Thus, you DO
need a web site.
Though a fully functional web site with shopping carts is very much desired if you
plan to sell products or services and project your company as a professional
supplier, you can still promote your products or services if you have a very basic
web site as long as it provides details of your offerings as well as contact details.

DEVELOPING A SUCCESSFUL ONLINE CAMPAIGN

Developing an effective online advertising program is no different than developing

an advertising campaign in any other medium. It begins with a clear definition of
goals and objectives and ends with how sales leads are going to be fulfilled and
turned into long-term customers.The best part is every component and step of an
online campaign can be managed using just one medium: the World Wide Web.

Objectives--Every successful online campaign starts with clear objectives. These

can include generating leads, increasing sales, increasing store traffic, reducing
customer service costs or improving brand awareness. Each objective should be
attainable and tie-in to offline marketing activities. These objectives will drive the
overall direction of any operation, and will always answer the "Why are we on the
Internet?" question that will inevitably arise.

Examples:

 Generate qualified sales leads.

 Develop a profitable online sales channel.
 Build brand and product awareness through the Internet.

ONLINE CAMPAIGN OF BSNL

 BSNL launches 3G ad campaign on trains.

To promote the 3G network it is currently rolling out, BSNL is launching a
massive advertising campaign using the nation's train system.  The
extensive campaign, involving splashing BSNL-branded advertising all
over Rajdhani Trains, is expected to reach 15 million pairs of eyeballs in 34
locations across 11 states. Radjhani trains traverse through all of India's
state capitals.
 Up to 25,000 square feet of advertising will be used on one train, including
a full external vinyl wrap. Another train will be rebadged shortly. There are
also around 350 panels, 200 table tops and 400 brochure holders inside a
single train. The external advertising on each train is expected to reach
85,000 people per day, while the internal ads will be seen by around 1,500
passengers per day.
  BSNL will pay for upkeep, cleaning and upgrades on its branded trains,
and will also fill the train with audio jingles, announcements, contests and
the ability to activate 3G services onboard. 

 BSNL launches campaign to blackmail the Indian Government.

BSNL is probably the strongest telecom player in the Indian market. They
have the support from the government. They get subsidies and other
benefits from the government. Yet they suck at being the best in their field.
And whenever the government tries to do anything good (for the consumer)
with BSNL, the body launches a strike that causes problems for everyone.
Today is one such day when the people working for BSNL would launch a
strike. Some of their demands?

No disinvestment/No privatization of BSNL

No retrenchment/No VRS
No unbundling of last mile copper & other infrastructure
No outsourcing
Ensure IDA pension revision to BSNL retirees
Revision of wages

 BSNL selects four advertising agencies to launch its outdoor campaign.

Bharat Sanchar Nigam Limited (BSNL) has selected four advertising firms
--Planet Advertising, Crayons Advertising, Prabhatam Advertising, and
Concept Advertising--to undertake its outdoor campaign worth $20.94
million for 2009-10. BSNL sources said that it has sent letters of intent to
the four firms.
 BSNL's Hindustan Bol Raha Hai

BSNL signed up Deepika Padukone in August 2008 apparently ‘to identify

itself with the youth . Deepika having shot to a ‘youth icon’ status right
after her first movie release. She replaced an equally out-of-place Preity
Zinta, whose last act in favour of BSNL was a refusal to marry someone
who didn’t have a landline connection.So in times when brands like Airtel,
Idea, and Vodafone are relying on brand campaigns for a service that is as
‘FMCG’ and competitive as it gets, why does BSNL choose to
continuously come up with unbelievably unreal advertising? It is almost the
‘Bingo’ of telecom advertising – except that BSNL is not really trying to be
funny at all. They are being seriously archaic and disconnected from the
consumer.
Two-thirds of TV advertising for the Indian telecom segment was for
telecom services in 2007, a growth of over 100% over the previous year.
Not a surprise. It is truly fascinating to see each of the leading brands invest
significantly in creating strong and distinct brand identities, largely
successfully. Even a new entrant in nationwide telecom advertising like
Aircel is using Dhoni fairly well in telling their hardcore product story well.

 BSNL promotes value-added services

Almost a year since it roped in Preity Zinta as its brand ambassador to give
it a young and energetic image, the state-owned telecom major, BSNL has
rolled out an advertising campaign for its value-added-services (VAS).
"VAS is the only area where there is a huge opportunity of making large
profit in current telecom market as it helps the players to increase their
Average Revenue Per User(ARPU),"Our new campaign is to promote
different VAS of BSNL through 360-degree communications." Three 20-
second spots, titled UFO, Star Gazing and Sher-o-Shayri, have been
developed by Grey Global to influence users to subscribe to its additional
services such as news alerts, astrology and poetry. BSNL, with a subscriber
base of over five crore, is trying hard to shed the typical PSU image and be
seen as a lively brand for all categories of users. The PSU has a little over
three crore fixed line users and 2.44 crore mobile users. It has a market
share of 22.13 per cent in the mobile segment.

 BSNL launch EVDO card

  BSNL set a campaign for Amarnath Yatra

BSNL will provide Amarnatha Yatra devotees mobile connectivity to stay

connected with their near and dear ones by next month  reports IANS.As per
IANS, minister of state for Telecom Mr.Sachin Pilot revealed the fact on
wednesday.

He said in an official statement ”The mobile connectivity to Amarnath pilgrims at

the height of 13,500 feet will be provided before June 30,”This will help over four
lakh pilgrims visiting the shrine every year to stay in touch with their families and
security providers. At present no other telecom operator provides service in the
area .This reveals that the BSNL doesn’t run solely as profit making telecom
company ,rather it has to meet the social obligation agenda of government
too.Why other telecom operators are not offering their services in the area. The
reason may be that it may not be making business sense.But BSNL had to launch
as the government wanted them to, to meet government’s objective of providing
basic services to people. Other operators offering services in Jammu & Kashmir
are Airtel,Vodafone,Reliance & Tata Indicom.

REFERENCES

 http://newsfuze.info/news/bsnl-3g-campaign-on-trains-bsnl-broadband-
plans-bsnl-broadband-usage-2096/

 http://www.shoutmeloud.com/what-is-bsnl-evdo-and-tariff-for-bsnl-evdo-
data-card.html

 http://teleguru.in/2010/05/bsnl-to-provide-mobile-connectivity-to-
amarnath-pilgrims/

 http://teleguru.in/2010/06/bsnl%E2%80%99s-3g-based-value-added-
services-to-be-managed-by-telednas-service-delivery-plateform/