A STUDY ON CUSTOMER

SATISFACTION FOR BSNL

PRODUCTS AND SERVICES
AND ITS ROLE IN BUILDING
BRAND EQUITY FOR THE
COMPANY IN COOCH BEHAR MARKET

Project Report submitted by

RATUL BHATTACHARYYA
 DECLARETION

I hereby certify that the work which is

being presented in the project
entitled, “A STUDY ON CUSTOMER
SATISFECTION FOR BSNL PRODUCTS
AND SEVICES AND ITS ROLE IN
BUILDING BRAND EQUITY FOR THE
COMPANY IN COOCH BEHAR MARKET.”
in partial
Fulfillment of the requirements for the award
degree of M.B.A [for D.B.S (New Delhi), is an
authentic record of my own work .The matter
presented in this Project Report has not been
submitted by
me for the award of any other degree of this or
any other University.
DATE:
RATUL BHATTACHARYYA
 ACKNOWLEDGEMENT

Concentration, dedication and application are necessary but

not sufficient to achieve any goal. Therefore, it is our pleasant duty
to offer our service of acknowledgement to those honourable
personalities of the department who helped me to follow the path to
success for the completion of this project.

It was indeed an opportunity for me to be a part of BHARAT

SANCHARNIGAM LTD, Cooch Behar for my summer internship,
as a partial fulfilment of two year degree course of Master of Business
Administration.

It is a great pleasure to extent my heartful thanks to

Mr N.NARJINARY (T.D.M), D.K.ROY(S.D.E), Mr NITISH
BARMAN(MARKETTING OFFICER) , Mr ARVIND
KUMAR(J.T.O) of B.S.N.L under whose guidance I have completed
my project.

RATUL BHATTACHARYYA
 TABLE OF CONTENT:

1: DECLARETION
2: ACKNOWLEDGEMENT
 Executive summery(1)

The Telecom industry is one of the leading and fastest growing in the world as
communication plays a vital role in the world and especially in In dia. It acts as
a majorcatalyst for the economic growth. BSNL has good brand awareness
among the people. This could be attributed to its long history in the market and
continued support from the Government. In today’s competitive world, BSNL
has to provide excellent services to attain a major market share and keep their
Customers satisfied in all aspects. This research study is useful for BSNL to
understand the expectations and requirements of Customers and can serve them
in a better way. This research was conducted from May 2010- June 2010.
The researcher has done an internship project at BSNL, Delhi in pursuance of
determining the brand equity for BSNL and then the customers feedback on the
various products.
The samples of 600 respondents from among the universe of BSNL users at
COOCH
BEHAR,DINHATA,TUFANGANJ,MATHABHANGA,MECHLIGANJ were
selected at random to conduct the study. The BSNL staffs who were contacted
to learn about the various BSNL packages and policies were also the
primary source of data. Questionnaire was designed after a pre-survey interview
covering all the aspects of BSNL services. Data analysis and interpretation was
done using the collected data with necessary tools including percentage
analysis, five point scale was used to grade the opinion of the respondents
regarding the various variables used, soft wares like SPSS were also used to
enable efficient analysis of data. The researcher strongly believes that this study
would be helpful to the BSNL Management in knowing about the Customers
Satisfaction, Customer Perception, Customer Preferences, and service
requirements and about the other competitors status in the market thereby
helping them in improve their quality of Services offered.
 Executive summery(2)
OBJECTIVES:
1:Which telecom connection does the consumer uses.
2: Whether the consumer are satisfied with BSNL network.
3:Number of BSNL P.C.O.
4:Amount of BSNL internet user.
5:Customer awareness about BSNL various services.
6:Other facility BSNL should introduce or not.
LIMITATION:
1:We have collect only 600 samples due to shortage of time.
2:Survey is done only in coochbehar district.
3:Some samples did not give response.
4: Some might have given wrong information.
5:Sample result may not resemble with population.
6:Some bias may exit at the time of choosing samples.
Conclusion:
1:Overall conclusion are 50% of respondent are BSNL customer out of 600
sample.
2:41.66% of total respondent are satisfied with it.
3:66.66% of total respondent prefers BSNL P.C.O.
4:75% of total respondent are BSNL net users.
5:54.16% are aware of various BSNL services.
6:70% of total respondent opt for more facilities in BSNL.
INTRODUCTION
Bharat Sanchar Nigam Limited (known as BSNL, India
Communications Corporation Limited) is a public sector
telecommunication company in India. Bharat Sanchar Nigam Ltd.
formed in October, 2000, is World's 7th largest
Telecommunications Company providing comprehensive range of
telecom services in India: Wireline, 3G, CDMA mobile, GSM
Mobile, Internet, Broadband, Carrier service, MPLS-VPN,
VSAT, VoIP services, IN Services etc. Within a span of five years
it has become one of the largest public sector unit 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, 20.1 Million GSM
Capacity, more than 37382 fixed exchanges, 18000 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. It is India's
largest telecommunication company with 24% market share as on
March 31, 2008. Its headquarters are at Bharat Sanchar Bhawan,
Harish Chandra Mathur Lane, Janpath, New Delhi. It has the status of
Mini Ratna, a status assigned to reputed public sector companies in
India. BSNL is India's oldest and largest Communication Service
Provider (CSP). Currently has a customer base of 73 million as of
June 2008. It has footprints throughout India except for the
metropolitan cities of Mumbai and New Delhi which are managed by
MTNL. To look for details and to collect data for my project I worked
in B.S.N.L Office to gather full information about the system and
working of whole region and found out the facts about various
processes adopted by reliance to pay its advisors and the time period
taken for this study are 2 months
PROFILE
COMPANY NAME: Bharat Sanchar Nigam Ltd.
Headquarters : Bharat Sanchar Bhawan,
Harish Chandra Mathur Lane,
Janpath, New Delhi
Office in COOCH BEHAR: COOCH BEHAR
S.S.A.
Status: Mini Ratan (a status assigned to reputed
public sector companies in India.)
Founded: 19th century,incorporated 2000
Owner : Government of India
Interesting Facts:
There are 2 million BSNL mobile connections in rural
India (a record, no other connection is as famous as bsnl
in rural areas)
. BSNL is the 1st company to introduce 3G in INDIA.
BSNL supplies phone lines to all other network such as
Airtel,Vodafone etc.
Largest pan India coverage-over 11000 towns & 3 lakh
Villages.
India’s No. 1 wireless service provider with more than
50 Million customers.
An incredible speed of 2mbps is only offered by BSNL
The only Mobile service available through out the
country including Jammu and Kashmir and North
Eastern states like Arunachal Pradesh, Nagaland,
Mizoram etc.

Customer Satisfaction
 Though customer’s bye an industrial machinery or consumer product or
service oriented products they all expect certain level of satisfaction of
particular needs. This needs-based satisfaction will depend upon customer’s
perception of product or service performance. The satisfaction derived will be in
proportion to the difference between actual performance and perceived
performance of a product. The lower the difference the greater will be the
satisfaction. The satisfaction can be defined as “a person’s feeling of pleasure or
his disappointment resulting from comparing a products perceived performance
( or out come ) in relation to his or her expectations”. As this definition makes
clear satisfaction is a function of perceived performance and expectations. If the
performance falls shorts of expectations, the customer is dissatisfied. If the
performance matches expectations the customer is satisfied. If the performance
exceeds expectations the customer is highly satisfied or delighted. Many
companies are aiming for high satisfaction because customers who are first
satisfied still find it easy to switch when a better offer comes along. Those who
are highly satisfied are less likely to switch. High satisfaction or delights creates
an emotional affinity with the brand, not first a rational preference. The result is
high customer loyalty. Buyer expectations are influenced by their past buying
experience, friends and associates advice and marketer and competitors
information and promises. Today most successful companies are raising
expectation and delivering performance to match. These companies aiming for
T.C.S-Total customer satisfaction. The challenge of implementing T.C.S is to
create a company culture in which every one within the company aims to
delight the customer. For customer-centered companies, customer satisfaction is
both a good and marketing tool. Companies that achieve that high customer
satisfaction rating make sure, that their target market knows it.
The companies must pay close attention to their customers defection rate ( the
rate at which they lose customers) and take steps to reduce it. Based on this the
companies are recognizing the importance of satisfying and retaining current
customers. The better approach for retention of customer is to deliver high
customer satisfaction.
TOOLS FOR TRACTING AND MEASURING
CUSTOMER SATISFICTION

(1) COMPLAINT AND SUGGESTION SYSTEM

A customer – centered organization makes it easy for its customer to deliver
suggestion and complaints. These information flows provide companies with
many good
ideas and enable then to act more rapidly to resolve problem.
2) CUSTOMER SATISTFATION SURVEYS:
Most of the times the companies cannot use complaint levels as a measure of
customer satisfaction. Responsive companies offer a direct measure of customer
satisfaction, by conducting periodic surveys. They send questionnaires or make
telephone calls to a random sample of recent customers and ask their
satisfaction levels. While collecting satisfaction data it is also useful to ask
addition questions to measure the customers repurchase intention; this will be
normally high if the customers satisfaction is
high.
(3) GHOST SHOPPING:
Companies can hire persons as potential buyers to report their finding on strong
and weak points, their experience in buying the company’s and competitor’s
products.
(4) LOST CUSTOMERS ANALYSIS
Companies should concentrate on customers who have stopped buying or who
have switched to learn why this happened. It is important to conduct exit
interviews when
customer first stop buying and also monitor the customer’s loss rate which if
increasing
indicate that the company is failing to satisfy its customers.
 NEED OF THE STUDY
 Customer satisfaction is must to understand the likes and dislikes of the
customers regarding service
 To evaluate understand the channels and how they working.
 To know whether customer receive the service on time, and is it full filling
their needs to the desired levels
 This would help to plan for the better channel and improve CRM activities
which assure the customer to be satisfied

SCOPE OF STUDY
 The study helps to understand whether the customer is satisfied or dissatisfied
 To find the various factors that causes the dissatisfaction to the customer and
overcome those by a better strategy
 To channel the distribution which will enable to reach the customer and
communicate
 This will ultimately lead to customer satisfaction

Statement of problem

A study has been conducted in order to understand the customer opinion and
satisfaction level of various landlines and mobile services in COOCH BEHAR,
research titled “A STUDY ON CUSTOMER SATISFACTION FOR BSNL
PRODUCTS AND SERVICES AND ITS ROLE IN BUILDING BRAND
EQUITY FOR THE COMPANY” has been conducted.

Importance of study
In this competitive arena communication plays a vital role so the telecom
industries are the major source for communication. BSNL, being a public sector
obviously have to compete with various players like Airtel , Hutch , Reliance ,
Tata indicom etc. with their stringent rules and regulations guided by TRAI.
Hence in order to understand about the customer’s requirement their likes and
dislikes preference is sine-quo-non for BSNL.

Objectives
 To ascertain customer preferences of landline and mobile services
 To ascertain the customer satisfaction level for mobile services as well as
landline services
 To analyze the customer opinion and satisfaction with specific reference to
BSNL
 To suggest some guidelines to BSNL in order to provide better focused
service
 To determine the status of brand awareness & brand loyalty in order to
conclude about brand equity
 To learn about the brand attributes & their preferences in BSNL

Research Methodology
 Data source
In this study primary data and secondary data have been used. Secondary data
have been collected from internet.
 Research Approach
Primary data have been collected through surveys. Data collection has been done
through the use of structured questionnaire
 Sampling
 Convenient sampling method has been adopted for this study.
 Researcher has taken samples from COOCH BEHAR.
 The researcher has chosen 145 samples from
Cooch behar,Dinhata,Mathabhanga,Tufanganj,Mechliganj.
 The researcher had prepared questionnaire to elicit responses for the following
areas
 Location
 Age
 Occupation
 Monthly income
 Mobile user
 Mobile service usage

Limitations of the study

 Study has been conducted only in few areas of COOCH BEHAR.
 For few questions researcher was not able to get proper response which are as
follows :-
 Time was not sufficient to conduct detailed study.
 study had been conducted only in a few areas of KOLKATA.
 For few questions researcher was not able to get proper response which are as
follows:
i. Chances of Switching.
ii. Reason for Switching.
iii. Monthly Income.

VISION, MISSION AND OBJECTIVE

VISION:
To become the largest telecom service provider in Asia.

MISSION:
To provide world class state-of-art technology telecom
services to its customers on demand at competitive prices.
To provide world class telecom infrastructure in its areas of
operation and to contribute to the country’s economy.

Objectives:
 To be a lead Telecom services provider.
 Build customers confidence through quality and reliable services.
 Provide bandwidth on demand.
 Contribute towards:
o National plan target of 10 crore subscriber base for the country by 2010
o Broadband customers base of 20 million in the country by 2010
o Telephone in all villages.
o Implementation of Triple play as a regular commercial proposition.

THE BSNL SERVICES

BSNL LANDLINE
PHONE PLUS SERVICE
NEW TELEPHONE CONNECTION
PERMANENT CONNECTION
CONCESSION IN RENTALS
SHIFT OF TELEPHONE
TRANSFER OF TELEPHONE
TELEPHONE TARIFF
BSNL MOBILE
POSTPAID
PREPAID
UNIFIED MESSAGING
GPRS/WAP/MMS
DEMOs
TARIFF
SMS & BULK SMS
BSNL WLL
INTERNET SERVICES
NETWORK
BROADBAND
TYPES OF ACCESS
WI-FI
CO-LOCATION SERVICE
BSNL WEB HOSTING
INTERNET TARIFF
DIAL UP INTERNET
SMS& BULK SMS

BSNL BROADBAND
REGISTER ONLINE
TARIFF
FAQ
CHECK USAGE
BSNL MPLS-VPN
ISDN
ISDN
TARIFF
LEASED LINE
LEASED LINE
TARIFF
INTELLIGENT NETWORK
FREE PHONE SERVICE
PREMIUM RATE SERVICE
INDIA TELEPHONE CARD
VIRTUAL PRIVATE NETWORK (VPN)
VOICE VPN
UNIVERSAL NUMBER
UNIVERSAL PERSONAL NUMBER
TELE VOTING
VIDEO CONFERENCING
OVERVIEW
TARIFF
FAQ
AUDIO CONFERENCING
OVERVIEW
TARIFF
FAQ
I NET
OVERVIEW
SERVICES ON I NET
USING ON I NET
I NET CONNECTIONS
TARIFF

TELEX/ TELEGRAPH
TELEX/ TELEGRAPH
TARIFF
EPABX
EPABX
FREE EPABX
TARIFF
CENTREX
CENTREX TARIFF
HVNET
RABMN
INMARSAT
KU-BAND
TRANSPONDER

 3G SERVICES
 POSTPAID
 PREPAID
 TARIFF
3G DATA

 DATA COMMUNICATION
 RABMN
  INMARSAT
 HELP DESK
 DSPT SERVICE
 GLOBAL CONFERENCING

HELP DESK

ABOUT BSNL

BSNL COOCH BEHAR S.S.A is a district part of West Bengal telecom

circles which serves the state of West Bengal with the coverage area of 86552
sq.km and population more than 8 crores.

FOLLOWING ARE THE MAIN PRODUCT AND SERVICE OF THE

BSNL COOCH BEHAR S.S.A .

1: Data one:- This is attracting the customers of all the districts under
West Bengal . All the main and subdivisiniol towers are connected in the
network.

2:ISDN:- ISDN is available across the area

Following services are offered by ISDN lines

(a). ISDN dialup internet access.

(b). Backup to leased lines.

(c). Video conferencing.

(d). High speed data transfer.

3:India Telephone Card:- It is a prepaid card service accessible from all
BSNL land lines wireless in local loop (WLL) and cellular connections .ITCs of
various types are available at franchises , sub franchises , stores throughout the
service area.

4:Televoting service:- It is post paid in service service accessible from BSNL

land line phones . This service is lucrative for companies conducting option
based voting across any geographic boundary giving maximum coverage.

5:Free phone service:- It is a post paid in service accessible from all BSNL
land line phones . This service suits the requirement of companies for allowing
tool free enquiry by the intruded customers.

6:VAN service:- It is a post paid in service accessible from all BNL land lines.
This service suits the requirements of professionals like doctors, consultants ,
service executives . This enables them to get all their all calls by suitable
programming in their service profile by attiring their phone numbers.

7:VPN service:- It suits the corporate houses to reach their personals by

dialling the VPN numbers instead of individual landline or mobile number.

8:Landline service:- Through managed leased line network (MLLN) system

across the wide covering all district head quarters , important towers and below
that on the OFD network. Availability of service platform like MPLS-VPL
bring the growth of IT and IT based industries .

FIGURE- 1.1
Here is an overview of the World Class services offered by the BSNL :-

The Plain old, Countrywide telephone Service through

32,000 electronic exchanges. Digitalized Public Switched Telephone Network (PSTN)
with a host of Phone Plus value additions.

BSNL launched Data One broadband service in January 2005 which shall be extended
to 198 cities very shortly. The service is being provided on existing copper infrastructure
on ADSL2 technology. The minimum speed offered to the customer is 256 Kbps at Rs.
250/- per month only. Subsequently, other services such as VPN, Multicasting, Video
Conferencing, Video-on-Demand, Broadcast application etc will be added.
Keeping the global network of Networks networked, the countrywide Internet
Services of BSNL under the brand name BSNL BROADBAND includes Internet dial up/
Leased line access, CLI based access (no account is required) and DIAS service, for web
browsing and E-mail applications. You can use your dialup sancharnet account from any
place in India using the same access no ‘172233’, the facility which no other ISP has.
BSNL has customer base of more than 1.7 million for sancharnet service.
BSNL also offers Web hosting and co-location services at very cheap rates.

ISDN Integrated Service Digital Network Service of BSNL utilizes a unique digital
network providing high speed and high quality voice, data and image transfer over the
same line. It can also facilitate both desktop video and high quality video conferencing.
Intelligent Ne work Intelligent Network Service (In Service) offers value-added
services, such as:
 Free phone service [FPH]
 India Telephone card [Prepaid Card]
 Account Card Calling [ACC]
 Virtual Private Network [VPN]
 Tele-Voting
 Premium Rae Service [PRM]
 Universal Access Number [UAN] and more
 Inet India s x.25 based packet Switched Public Data Network is
operational in 104 cities of the country. It offers x.25 x.28 leased, x.28 Dial up
(PSTN)Connection and frame relay services.

Leased Line BSNL provides leased lines for voice and data communication for
various applications on point to point basis. It offers a choice of high, medium and low speed
leased data circuits as well as dial-up lines. Bandwidth is available on demand in most cities.
Managed Leased Line Network (MLLN) offers flexibility of providing circuits with speeds of
nx64 kbps up to 2mbps, useful for Internet leased lines and International Principle Leased
Circuits (IPLCs).

Cellular Mobile Service BSNL’s GSM cellular mobile service Cellone has a
customer base of over 5.2 million. CellOne provides all the services like MMS, GPRS, Voice
Mail, E-mail, Short Message Service (SMS) both national and international, unified
messaging service (send and receive e-mails) etc. You can use CellOne in over 160 countries
worldwide and in 270 cellular networks and over 1000 cities/towns across India. It has got
coverage in all National and State Highways and train routes. CellOne offers all India
Roaming facility to both pre-paid and post-paid customers (including
Mumbai & Delhi).

WLL This is a communication system that connects customers to the Public

Switched Telephone Network (PSTN) using radio frequency signals as a substitute for
conventional wires for all or part of the connection between the subscribers and the telephone
exchange.
 Countrywide WLL is being offered in areas that are non-feasible for the normal network.
 Helping relieve congestion of connections in the normal cable/wire based network in urban
areas.
 Connecting the remote and scattered rural areas.
 Limited mobility without any air-time charge

News:-
GSM Hardware Tender:-
BSNL has trimmed down its 60 million GSM tender by 50% , where as main bidder
Ericsson has picked up its share of Order ,the second bidder NSN has not accepted order
so far.

BSNL Brands
In year, 2008, BSNL changed the name of all its existing services to streamline its Brand
Portfolio

SERVICE TYPE OLD NAME NEW NAME

Landline [Wired] phones Bfone BSNL Landline
CDMA Wireless Tarang BSNL WLL
landlines/mobiles
GSM Postpaid Mobiles Cell One BSNL mobile Postpaid
Dial –Up Internet Sancharnet BSNL internet
Broadband Internet Dataone BSNL Broadband

BSNL OFFERS FREE INSURANCE COVERAGE FOR CUSTOMERS :-

In the first move of its kind in the Telecom sector in India , BSNL offers free Insurance
coverage for its subscribers in case of
 Accidental Death
 Permanent total disability due to accident

The Insurance coverage scheme will be applicable for its subscribers of landline
including WLL & postpaid cellular services. The customers will be covered by Bajaj
Allianz insurance co. Ltd.
 The capital sum insured per connection is Rs. 50,000
 The period of insurance will be initially for 1 year from 14 January 2008.

TELEPHONE
BSNL Landlines
Total number of connections as on 31/5/2007 3,31,49,457

WLL
Total number of connections as on 31/5/2007 35,99,544

Village Public Telephones as on 31/5/2007 5,53,484

Total Number of connections

Public Telephone [Local, as on 31/5/2007 20,82,824

STD& Highway]
Total number of connection

STD Stations as on 31/5/2007 32,011

Number of STD stations

Transmission Systems as on 31/3/2007

Transmission systems
DIGITAL
Route (Kms) Route(Kms)
Microwave 5340
Coaxial 6,024
UHF 45,130
Optical Fiber 5,37,727

Satellite based Services

MCPC-VSATS 95
IDR Systems (2 Mb/8Mb) 98/23

Mobile Services

Total number of connections 2,84,23 ,283

District Headquarters Covered 608
Total Number of villages Covered 19,81,418
National Highway covered (Km) 51,366
State Highway Covered (Km) 55,300
Railway route Covered (Km) 28,658

CUSTOMER CARE
 Several steps have been taken at BSNL to
augment the quality of customer care to
international standards.

Access round the clock help at following toll free numbers

 Dataone Broadband '1600-424-1600'
 PSTN Call Center '1500' (in select states)
 Sancharnet Help Desk '1957'
 CellOne all India Help '9400024365'
 All BSNL customer service centers [CSC’s] now remain open on all 7 days from
8 A.M to 8 P.M without any break for all activities.
 Cheque deposit machines have also been installed in many cities, so that
customers can make payments 24X7 at their convenience.
 Customers can also make payments by cheque/Demand Draft to BSNL
franchisees all over the country.
 With a view to simplify and offer customer friendly services, more than one
Bfone connections can be applied on a single application form. Accordingly, a
single demand note would be issued to the customer in respect of all the
connections applied for.
 Shifting charges for local as well as all India shifting of fixed telephone (bfone)
has been abolished.
 Pagers being given to outdoor staff in a phased manner for speedy rectification of
faults.
 Majority of the local network is built up on jelly filled and OFC for trouble free
service.
 Internal Distribution Points (DPs) being provided in the customer premises to
eliminate the faults arising out of overhead wires.
 Extensive use of digital loop carrier (DLC)/Wireless in Local Loop (WLL)
system for improving reliability of external plant.

 Remote Line Units (RLUs). Remote subscriber Units (RSUs) being provided
extensively to reduce the long lengths of copper cables.
 Establishing call centers across the nation to provide single window solutions
and convenience to customers.
 Countrywide Network Management & Surveillance System (NMSS) to ensure
uninterrupted and efficient flow of telecom traffic.
 Application Forms for new connections have been made free of charge for all
services.
 Procedure for restoration of telephones disconnected due to non-payment
simplified and powers delegated to Secondary Switching Area (SSA) heads.
 Payment of telephone bills being received on Saturday and Sunday through
cheques in City Telecom Offices (CTOs).
 More than one Public Call Office (PCO) permitted at the same premises.
 Various application forms and procedures being simplified for new telephone
connections, shifting and third party transfer.

CONCEPTUAL REVIEW

MARKETING MANAGEMENT

DEFINITION:

Marketing management is the practical application of marketing techniques.

It is the analysis, planning, implementation, and control of programs designed to create,
build, and maintain mutually beneficial exchanges with target markets. The marketing
manager has the task of influencing the level, timing, and composition of demand in way
that will achieve organizational objectives.

BRAND EQUITY

The goal of Brand leadership paradigm is to create strong brand anyway? In managing
Brand equity, brand equity was defined as the brand assets or [liabilities] linked to a
brand’s name and symbol that add to [or subtract from] a product or service. These assets
can be grouped in to four dimensions brand awareness, perceived quality, brand
associations and brand loyalty. These four dimensions guide brand development,
management and measurement.
Brand awareness:
Brand awareness is an often undervalued asset; however, awareness has been shown to
affect perceptions and even taste. People like the familiar and are prepared to ascribe all
sorts of good attitudes to items that are familiar to them. The Intel Inside campaign has
dramatically transferred awareness into perceptions of technological superiority and
market acceptance.
Perceived quality:
Brand association can be anything that connects the customer to the brand. It can
include user imagery, product attributes, use situations, Organizational associations,
brand personality and symbols. Much of brand management involves determining what
associations to develop and then creating programs that will link the associations to the
brand.
Brand associations:
Brand association can be anything that connects the customer to the brand. It can
include user imagery, product attributes, use situations, Organizational associations,
brand personality and symbols. Much of brand management involves determining what
associations to develop and then creating programs that will link the associations to the
brand.
Brand loyalty:
Brand loyalty is at the heart of any brand’s value. The concept is to strengthen the size
and intensity of each loyalty segment. A brand with a small but intensely loyal customer
base can have significant equity.
Brand Preference :
The stage of brand loyalty at which a brand will select a particular brand but will
choose a competitor’s brand if the preferred brand is unavailable. See Brand insistence;
Brand recognition.
Customer Satisfaction:
If the customer's expectations of product quality, service quality, and price are
exceeded, a firm will achieve high levels of customer satisfaction and will create
"customer delight." If the customer's expectations are not met, customer dissatisfaction
will result. And the lower the satisfaction level, the more likely the customer is to stop
buying from the firm.

Marketing strategies of BSNL

“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 centered 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. The mission of BSNL
is
i. To provide world class State-of-art technology telecom services on
demand at affordable price.
ii. To provide world class telecom infrastructure to develop country's
economy.
And the vision of BSNL is
i. To become the largest telecom Service Provider in
Southeast Asia.
In dynamic environment anything permanent is “CHANGE”.
So we must revise and review so that focus is never lost.
Strong lives are motivated by dynamic purposes. -
Kenneth Hildebrand.

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 theorganisation 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.

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: -

 Discovering what product, service or idea

customers want.
 Producing a product with the appropriate
features and quality.
 Pricing the product correctly.
 Promoting the product; spreading the word
about why customers should buy it.
 Selling and delivering the product into the
hands of the customer.

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.

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.

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.

“To
retain the highest market share, build highest brand
equity and maximizing the profits?”

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.

We were the most trusted telecom brand in year

2003 & 2004. We have been given Golden Peacock
award for Best Corporate Social responsibility. How
can we leverage these distinctions? These
achievements need to be highlighted through public relation
exercise like press meet. This will help us in building our
marketing image. In sales and distribution front though we
have over one-lakh retailers, 1000 franchisees, 3300 CSCs,
36000 exchanges why are we not visible like others? Why
can’t we utilize all possible space? Can’t we leverage our
franchisee and STD-PCO strengths? Can we make these
outlets as our core strength? Why our recharge coupons,
India Telephone Cards are in shortage when there is no
capacity constraint? Does it imply that our planning for
printing, inventory management, logistics, and supply chain
and of course franchisee management is inefficient? Do we
have targets for these just like DELs & CellOne? Why can’t
we leverage this huge network for better customer care and
improve collection efficiency? We must realize that with
waiver of security deposits, no OYT schemes, no advance
rentals, adjustment of landline security for CellOne, we 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?

Business Development.

Business development units have been given the

task to develop and nurture long-term relations with
corporate houses. Many MoUs have been signed. Bulk bills
are being issued. One-point payments are being realized for
multiple service locations. Key Account Manager concept has
been introduced. All this requires change of mindset in
addition to the skills of marketing & sales. Do we have
skilled manpower? Is our organization setup apt for
better results? The staff expense to revenue ratio could be a
good indicator.

No doubt our revenues are up. Profit has increased. But

consider the marketing budget we have in comparison to
others. Even with this little budget many circles are unable
to utilize it. We need to probe ourselves. Corporate office has
permitted delegation of upto 70% of Circle budget to SSAs.
Does it mean that our budget planning is wrong? How should
we allocate marketing budget and which parameter to
weigh?

•Per DEL/Mobile
•Acquisition cost
•Life time value
•Competitor spend
•Growth targets

Life Time Value

You can’t give people pride, but you can provide the kind of
understanding that makes people look to their inner strength
and find their own sense of pride.
- Charleszetta
Waddles.

Let us understand what is the lifetime value of our

customers? Paying commission of Rs 100-200 to franchisee
is not a cost considering the future flow of revenue from the
customer. How many of our decisions are based on scientific
analysis of the precious customer data we already have such
as calling pattern, payment habits, usage profile etc? How
many surveys we do, how much customer research we carry
out? Net growth in mobile is high but what about churn?
Can’t we analyze & reduce it? Acquisition cost is usually said
to be 5-8 times the retention cost.

It is high time we learn fast, groom ourselves, improve our

mindset and act fast. Business perspective is equally
important as excellence in Telecom operations,
maintenance, and installations & planning. Our core
competence should be telecom business acumen and not
just traditional expertise developed over the years.

It is usually much easier to sell additional things to existing

customers than to add new customer. Let us try to upgrade
each customer by RS 20 – RS 50 by offering them more add
on relevant services.

VIGILANCE CELL
BSNL is committed to fight against corruption by helping
management in creating transparent, honest and efficient
organizational culture through the system improvement,
awareness, timely detection and speedy investigation of
mal-practices with impartiality and professional competence.
BSNL Vigilance is headed by Shri Sat Paul, IRS, Chief
Vigilance Officer. BSNL Vigilance Wing plays an advisory
role the various disciplinary authorities in BSNL. It also
serves a link between BSNL, Central Vigilance Commission ,
Central Bureau of Investigation and Ministry IT&
Communication . The main functions of the BSNL vigilance
are to check and eradicate corruption which also include
collecting intelligence about corrupt practices committed or
likely to be committed within the BSNL, investigating or
causing an investigation to be made into verifiable
allegations reported to it, processing investigation reports
for further consideration of disciplinary authority concerned;
referring the matters to the Central Vigilance Commission for
advice wherever necessary, taking steps to prevent
practices of misconduct etc. Thus the function can be
divided into two parts, namely :-

i) Pre Vigilance
ii) Punitive Vigilance

STRENGTH

1. Established organization with government support.

2. Better coverage of network.
3.Since they have large number of telephone exchanges.
So that they can give more stress on advertisement by
there different place exchange representatives.
4. Very much transparent in billing for the satisfaction of all
the subscribers . No hidden system of billing.
5. Customer care centres for the better services in order to
reduce the problem of customer.

WEAKNESS

1. Do not provide smooth service.

2. Frequent network problem.
3. Trade union problem.
4. B.T.S disturbances.
5. Reduce in sales and lack of advertisement.
6. Lack of attraction like other providers.

OPPORTUNITY

1. They can modify their network & implement.

2.They can give more stress on their because it
is a government organization.
3. They can use their huge human resource and
fixed asset.
4. Infrastructure is the best than any other service
provider.

THREAT

1. Increasing number of privet telecom sectors.

2. They are providing smooth and good network.
3. They are establishing their own towers in the
remote corners.
4. They are engaging contract services with less
remuneration.
5. Corresponding to revenue expenditure is
less from other service providers.

A set of questioners is prepared keeping in mind the general

awareness of TELE-COMMUNICATION as a representative on
behalf of B.S.N.L.
.

Please tick ( ) your choice able box

1. Which telecom connection do you use?

(a)B.S.N.L ,(b)Others
2. Are you satisfied with B.S.N.L network ?
(a)Yes, (b)No
3. For clear sound and better coverage which telecom company do
you think best?
(a)B.S.N.L,(b)Relian,(c)Vodafone,(d)Airtel,(e)Others.
4. The telecom facility that B.S.N.L is providing is sufficient or not?
(a)Yes, (b)No.
5. Is it required to reduce further the call charge of mobile & landline
connection of B.S.N.L.
(a)Yes, (b)No.
6. Do you think that the sim and cash card of B.S.N.L is available in
the market?
(a)Yes , (b)No.
7.Do you have land line connection, if so do you want to continue it?
(a) Yes , (b)No.
8. Whose general P.C.O is best?
(a)B.S.N.L , (b)Others.
9. Do you have computer at home?
(a)Yes , (b)No.

10. Do you have internet connection?

(a)Yes , (b)No.
11. Which internet connection do you like most?
(a)Dial up using Sanchernet, (b)Dial up using Netone,
(c)Broafband
(d)Others.
12. Do you surf net ? Have you visited B.S.N.L sites?
(a)Yes , (b)No.
13. Are you aware of the B.S.N.L services in different field?
 (a)Yes , (b)No.
14. On which telecom service do you think that you get overall
satisfaction?
(a)B.S.N.L , (b)Reliance , (c)Airtel , (d)Vodafone , (e)Aircel ,
(f)Tata indicom.
15. Any other service / facility B.S.N.L should provide?
(a)Yes , (b)No.

PLACE:...............

DATE:............... THANK YOU

PERCENTAGE OF TOTAL TELECOM CUSTOMERS

B.S.N.L AIRTEL VODAFONE RELIANCE TATA OTHERS
CONSUMER SATIS FECTION

BSNL
OTHERS
PERCENTAGE OF P.C.O.

B.S.N.L
AIRTEL
TATA
RELIANCE
VODAFONE
PERCENTAGE OF INTERNET USERS

B.S.N.L
OTHERS
AWARENESS OF CUSTOMERS ABOUT B.S.N.L SERVICES

KNOWN
UNKNOWN
OTHER FACILITY B.S.N.L SHOULD INTRODUCE

YES
NO
Telephone Tariff 
Call anywhere @Rs. 1/- , choose One India plan.
 BSNL Landline Tariff Card
(Rental, security deposit, STD pulse rate, free calls
etc.)
 Unlimited and concessional VPN packages between BSNL fixed
and BSNL cellular service.
 ISD Pulses
 Long Distance Connections
 Temporary Connections and Extensions
 Manual Trunk Calls
 Private Exchange and Private Branch Exchanges
 Operator Assisted International Calls
 Public Telephone
 PCO/VPTs
 Other Charges
 Special package for fixed line phone
used for Swiping credit / debit card authorization

 Friends and Family (F&F) Plan for B-fone (Landline)

 BSNL Broadband Tariff (Max. Contention Ratio is 1:25)

Post Paid Broadband Tariff

Promotional Schemes and Offers
 Extension of Promotional scheme allowing “15 days Unlimited Free Download” to
the
New customers Registering upto 15.04.2010.

 Promotional scheme to offer double Bandwidth Speed

 Special Relief Scheme SAMADHAAN (Now Extended upto 30th June 2010)

INITIAL AND OTHER CHARGES

LIMITED USAGE PLANS ( Both for Home & Business Users )

 BB Standalone  BB COMBO Plans  BB HIGH SPEED Plans
Plans

UNLIMITED USAGE PLANS

 BB Plans for Home Users  Standalone BB Plans for both Home  Combo BB Plans for both Home
only & Business Users & Business Users

 Limited /Unlimited BB Plans for Common Service Centres (CSC's)

 Rural USOF BB Plans (Limited /Unlimited) for Rural Home & All Rural

 OLD BB PLANS FOR WHICH NO FRESH REGISTRATION W.E.F. 01.04.2010

 Temporary Broadband Connection

 Special BB Plan for Educational Institutes in Rural areas

Note: The elaboration for the following abbreviations used in this
circular is as follows:

<G/Home/CSC>; <FN>; <Rural> ;< USOF>; <Super>; <Speed>;

<Combo>; <UL/ULF>; <FMC>; <E/P/CS>

<G/ Home/ CSC > refers to the applicability of the plans to the user segment. G-> General
<FN> in case night unlimited (02:00 hrs to 08:00 Hrs) is free
<Rural> in case the plan is rural plan
<USOF> in case the plan is USOF Plan
<Super> refers to high speed 16/24 Mbps Plan
<Speed > Refers to 8/16/24 Mbps Plan
<Combo> in case the plan is a combo plan inclusive of landline rental
<UL> Unlimited
<ULF> Unlimited usage with fair usage (except rural USOF and CSC plans)
<FMC> represents the fixed monthly charges
<E/P/CS> represents whether the plan is a special plan for enterprise, promotional
plan or Circle specific plan

&

     Terms and conditions :

 Security deposit and installation charges for Landline telephone shall be

taken from new customers as applicable for Local/STD/ISD;
 No security deposit for BroadBand Connections upto Plan 500 and for
CICs on bulk connections (>25) subject to an undertaking by CIC.
 Security Deposit & Fixed Monthly Charges for the Modem will be as per
the existing instructions;
 Minimum Hire period for all Broadband plans will be one month. In case
of surrender of Broadband Connection after one month, the charges
shall be recovered on pro-rata basis;
 In case of premature surrender of Broadband Annual plan option, the
charges shall be adjusted on pro-rata basis taking the disconnected FMC
rate. In addition one month full FMC shall be levied as early termination
charges hence forth.
 In case a subscriber joins/ leaves in the middle of a month, the fixed
monthly charges for unlimited Broadband Plans shall be calculated on
proportionate basis i. e. actual number of days of connection working
subject to the commitment of minimum period of hire.
 The customer will have choice to select the modem type of his choice
but subject to availability;
 For the customers, who have either procured the modem or have taken
the modem under the committed period plan, the modem charges shall
not be applicable;
 For the broadband plans, where free modem is offered to the customer,
will be subject to that the customer commits for a period of 12 months
and pays the necessary charges in advance. In this case, the modem
shall be the property of the customer and will not be required to return in
case of surrender.
 Home plan can be taken on Bfones in name of Government/company but
actually working at residences of their employees. An undertaking shall
have to be given by the customer in this regard. 
 Subscribers having telephones in the name of Company, firms, shops,
educational institutes or any other commercial entity can take only
Business Plan. They are not eligible for Home Unlimited Plans;
 The tariff of all the Broadband plans mentioned above are in addition to
the normal Monthly charges/ usage charges of the Bfone except combo
plans;
 20% discount on Broadband services (usage and Rental) to Government
Employees (Central Government/ State Government/ PSUs) and to
Visually Impaired customers of both existing / new connection.
 The rebate in Fixed Monthly charges will be granted on proportionate
basis if the Broadband services remain interrupted/faulty for continuous
more than 3 days.
 For all the plans, Dynamic IP addresses only will be given. In case, where
the provision of static IP address has been made, one additional static IP
address can also be offered @ Rs. 1500/- per annum.
 For Broadband plans where bandwidth is 1Mbps or more, the uplinking
will be maximum upto 768 kbps
 Billing for the service will be included in the normal B-fone (Land-line
Phone) bill. The billing cycle shall be same as B-fone billing cycle.
Monthly rental will be collected in advance and usages charges will be in
arrears.
 The tariff mentioned above are exclusive of service tax.
 All others terms and conditions will remain same as issued earlier from
time to time.
 Tariff for prepaid Broadband Services

A. Initial Charges at the time of application:

Particulars   Amount in Rs.

Installation Charge.   Rs. 250/- *
Modem Charges for Type-B1/B2 Rs. 1000/- **
outright purchase Type-W2 Rs. 1600/- **

* Service Tax extra, ** Sales Tax and other Govt. levies extra

Note: The Customer desirous of taking Prepaid BB service of BSNL has necessarily to be
Landline customer of BSNL.

•  Installation charges and Modem charges shall be collected in advance through Demand
Note through the local commercial system at the time of application for Prepaid BB
connection.

•  In case of customer having his/her own modem, only Installation charges shall be collected
in advance through Demand Note through the local commercial system at the time of
application for Prepaid BB connection .

B. Creation of Prepaid Broadband account :

The creation of Prepaid BB account will be FREE of any charges (other than mentioned
at A above) and the account will be created with complementary balance of 50 MB in any
Plan and with validity of 15 days from the date of creation. n

C. Plan vouchers available to the customer :

To continue the Prepaid Broadband account after its creation, the customer has to recharge
his account by any of the following Limited plan vouchers as per his/her choice:

1.Limited download/upload plan vouchers( upto 2 Mbps )

Sl. Voucher MRP Service Administrative Usage Rate Validity Grace Grace
No. Type (Rs.) Tax @ Charge (Rs.) Amount Per MB (Days) Period Period ( in
10.30% (Rs.) (in Rs.) ( in Days)
Days)
**GP-II
*GP-I
` BB RL 50 50 4.67 15 30.33 7 15 75
2 BB RL 100 100 9.34 20 70.66 15 15 75
0.60
3 BB RL 250 250 23.35 25 201.65 30 15 75
4 BB RL 500 500 46.69 50 403.31 45 15 75
5 BB RL 750 750 70.04 0 679.96 0.40 60 15 75
6 BB RL 1200 1200 112.06 0 1087.94 75 15 75
7 BB RL 1600 1600 149.41 0 1450.59 90 15 75
8 BB RL 2000 2000 186.76 0 1813.24 120 15 75
9 BB RL 5000 5000 466.91 0 4533.09 0.30 210 15 75

The customer will be offered different Plans with speed upto 2 Mbps with limited download.
The details of Plan vouchers and rate at which the usage shall be charged is as follows:-

 For limited Plans, balance usage value if any available will be carried forward, in
case of recharge within the Grace Period *GP-I (i.e. 15 days). Beyond 15 days
(*GP-I), balance usage value if any available will not be carried forward, but the
customer can recharge his account upto another 75 days (**GP-II). After expiry
of the additional grace period of 75 days (**GP-II), the account of the customer shall
be deleted from the system .

D. Validity Vouchers for limited plans :

Sl.No. Voucher Type *MRP Usage Service Tax Validity in

(in Rs.) Amount @ 10.30% Days (for
(in Rs.) account)
1 BB Validity 100 NIL 9.34 30
100
2 BB Validity 150 NIL 14.00 45
150
3 BB Validity 250 NIL 23.35 60
250

* MRP including Service Tax @ 10.30%.

E. Top Up Vouchers for limited plans :

Top Up voucher of the following denominations shall be available for increasing the usage
without any change in validity.

Sl. No. Voucher Type *MRP (in Service Tax @ Usage

Rs.) 10.30 %( in Rs.) Amount (Rs.)
1 BB Top Up 100 100 9.34 90.66
2 BB Top Up 200 200 18.68 181.32
3 BB Top Up 500 500 46.69 453.31

* MRP including Service Tax @ 10.30%.

 After increase of usage amount through Top Up voucher, the existing rate of usage as
per plan selected by the customer shall continue.

F. E-mail ID : On request by the customer, an email id with 5 MB mail space shall be given
in bsnl.in domain.
Winmx tariff plans

Particulars            Home Business

HOWI HO WI BU WI BUWI BUWI BUWI
1000 1800 4400 8000 12000 20000
Bandwidth 256 512 256 512 1024 2048 Kbps
Kbps Kbps Kbps Kbps Kbps
Single/ Multi SU SU MU MU MU MU
user (SU/MU)
One time 750 750 750 750 750 750
Installation
Charges (Rs.)*  
Fixed Monthly 1000 1800 4400 8000 12000 20000
Charges* (Rs.)
Discounted 10000 18000 44000 80000 120000 200000
Annual
Payment
Option (Rs.)*
Free Email 2/5 MB 2/5 MB 2/5 MB 2/5 MB 4/5    4/5 MB
IDs/ Space MB

(Per email ID)

Dl/UL limit per Unlimited
month
Security One month’s Fixed Monthly Charges
Deposit

Other terms and conditions --

1. The CPE will be provided directly to the customer by M/s SOMA and its payment will be

made directly to M/s SOMA. The price of CPE will be as under (All other Taxes as per actuals):

(a)  CPE – Home User (SU)     :           Rs. 10000

(b)  CPE – Business User (MU) :           Rs. 12000

2. In addition to the above, CPEs will be given free of cost under the Business Plans if:

            (a)  The customer commits to subscribe for guaranteed period of three years; or

(b)  The customer agrees to pay in one year’s FMC in advance for the 1 Mbps and 2 Mbs  

Business Plans at the time of registering the service.

3. No free CPEs will be provided under the Home Plans.

4. Apart from above mentioned tariff, all other terms and conditions of service and revenue

   sharing etc will be separately intimated by SP Branch, BSNL Corporate Office

 Launch of VVoBB services for BSNL Broadband Customer as a Promotional Plan

Introduction of Voice and Video over Broadband (VVoBB) Service for the Broadband
Customers of BSNL in North and West Zone in association with M/s SAI Info System (India)
Ltd., on promotional tariff, for a period of 90 days as follows:

Sl. Particulars Charges in Rs. (Excluding Service Tax)

No.
1. Registration cum activation Rs. 100/-
charges ( one time)
2. Monthly Service charges including
VPN charges, which will be
created for providing Permanent Rs. 100/-
Virtual Circuit (PVC) to VVoBB
customers.
3. ATA (Analog Telephony Adapter)
charges, in case the same is taken
on rent by the customer from Rs. 50/- per Month
franchisee instead of outright
purchase.
4. Charges for providing of Static IP
to the customer as part of VVoBB Rs. 50/- per Month
service
5. Usage charges :
a) For non-Video calls (Domestic) Rs. 0.40/- per minute
Session Initiation Protocol (SIP) to
SIP calling.
b) For Video calls (Domestic) SIP Rs. 2/- per minute
to SIP calling
c) For international calls (Non- As per country wise tariff card approved by the
video calls) Competent Authority, attached as Annexure-I .

Data transfer for VVoBB shall not be accounted in normal download charges of Broadband
for the customer.

 
 Vanity numbers are fancy numbers for BSNL mobiles (postpaid and prepaid). These
numbers have combination of digits which gives a special look to the mobile
number. Category of vanity numbers and their charges are as follows :

Level No. Sequence Example Charges

94MSCxxxxx 94120 00000

94MSC94MSC 94120 94120

Level 1 Rs. 3000/-
94MSC consecutive nos. 94120 23456

94MSMSMSMS 9412121212

94MSCa xxxx 94120 30000

94MS xyxyxy 9412 03 03 03

Level 2 Rs. 2000/-
94MSCx MSCx 94 1200 1200

94MSC 94(MSC+1) 94120 94121

94MSCa b000 941203 4000

94MSCa consecutive nos 941204 3456

94MSC MSC MSC (2digit) 94120 120 12

Level 3 Rs. 1000/-
94MSC CSM49 (Mirror) 94120 02149

94MS xy (xy+1) (xy+2) 9412 14 15 16

94MS xxx yyy 9412 000 111

  Service Tax as applicable Extra  

     
1. Initial SIM & Activation Charges for both Voice and Data plans under 3G postpaid
and prepaid service:

     
Sl. Particulars Tariff
1 SIM & Activation  
2 Starter pack with SIM in Rs. (Incl. of S. Tax ) 59
3 Service Tax @ 10.30% in Rs. 5.51
4 Usage Value with SIM in Rs. 0
5 Validity in days 7
6 Migration charges from 2G to 3G and vice versa in Rs. Nil
7 New USIM price in case of Migration from 2G to 3G in Rs. 59

Note:-

2. General Terms and conditions:-

•  In case of migration from 2G to 3G, the customer may continue with the existing 2G SIM
without any charge or may opt for a new 3G USIM with higher memory for Rs.59.

•  In case of migration from 2G prepaid to 3G prepaid, the unutilized account balance validity
in 2G will be carried forward to 3G.

•  Replacement of defective SIM/USIM will be free of cost to be made at CSC only, if the
replacement of SIM/USIM is due to technical reason beyond the control of customer.
However, if the replacement of SIM/USIM is due to customer negligence Rs.59 (Incl. of
S.Tax) will be levied. In case customer wants new USIM, replacing the existing 2G SIM, the
customer will also have to pay Rs.59.

Promotional 3G Offers

•  Customers purchasing 3G Data card from BSNL and activating the same will get free data
usage of 6 GB per month as 1GB day/any time and 5GB night usage for two months from the
date of activation as a promotional offer until further order. However, for getting validity the
customer has to recharge with data recharge voucher or fixed monthly charges in case of
postpaid connection. The free usage of 6 GB will be added to the free usage available with
the data plan. No other freebies may be allowed for the above data cards.

•  Incoming video call facility allowed to 2G customers with 3G enabled handsets will
continue to be allowed until further order.

 30 paise promotional voice tariff

 
 

 
1.1 3G prepaid general 120 plan and promotional 3G plan:
Sl. No. Particulars 3G prepaid general 120 Plan
First Recharge Coupon in Rs. (Incl. of
1 S.Tax) 120.00
2 Validity of FRC in days 180
3 Free Usage with FRC in Rs.# 20 
i. Free Voice call minutes NA
ii. Free Local/National Video calls (On net) in
Min NA
iii. Free SMS in Nos. NA
iv. Free Data usage in MB ** NA
4 Pulse (Sec) 60
5 Call Charges in Rs./Min  
 A Voice Call  
i. Local- On-net 0.50
ii. Local- Off-net 0.70
Reduced call charges to any two BSNL
iii. numbers 0.20
iv. STD – On-net 0.50
v. STD – Off-net 0.70
Reduced call charges to any one BSNL
vi.  number 0.30
B Video Call  
i. Local – Video calls 0.70
ii. STD – Video calls 1.00
6 P2P SMS (Rs./SMS)  
i. Local 0.30
ii. National 0.50
iii. International 3.00
7 Data Rate (Rs/10KB) 0.01
8 National Roaming  
i. Voice - Local Outgoing (Rs/Min) 0.70
ii. Voice – STD Outgoing (Rs/Min) 0.70
iii. Voice Call – Incoming (Rs/Min) 0.50
iv. Video Call - Local Outgoing (Rs/Min) 1.00
v. Video Call - STD Outgoing (Rs/Min) 1.00
vi. Video call – Incoming (Rs/Min) 0.70
vii. Local/National SMS- (Rs./SMS) 0.50
viii. International SMS 3.00
ix. Data Charges (Rs. /10KB) 0.01
9 Value Added Services As per content providers tariff
10 For extension of validity 3G RCVs
11 All other charges, terms and conditions As per 2G prepaid General plan
Promotional offer for 90 days: The following freebies are to be offered on activation of 3G
prepaid SIM through FRC.
i) 100 Min video call and 200 MB data free to be used within 30 days from the date of
activation.

ii) 1000 Local and 1000 national SMS free.

Migration from existing 2G & 3G prepaid plans to 3G prepaid general 120 plan and vice-
versa is free . The unutilized account balance and validity of the existing plan will be carried
forward to the migrated plan.

3G Promotional Plan STV for existing prepaid customers:

Sl.No. Particulars 3G Promotional plan STV

1 MRP of STV (Incl. of Rs.99
S.Tax)
2 Usage Value Rs.20
3 Tariff Validity in days 180 days
4 Free Local/National video NIL
call
5 Free Data Usage NIL
6 All other terms and As per 3G promotional plan 120
conditions mentioned above at 1.1

The above STV will be available with effect from 11.02.2010 to 31.03.2010.

Note:
(a) For 3G customers enrolled upto 06.02.2010 the promotional tariff will be allowed upto
05.02.2011.(except south zone)
(b) For customers enrolled from 07.02.2010 up to 31.03.2010, the promotional tariff will be
applicable for 180 days i.e. upto 26.09.2010. (except south zone)
(c) The customers enrolled in pre revised and revised 3G promotional tariff i.e. tariff validity
365 days and 180 days will be migrated en-mass after completion of tariff validity period
from the date of close of promotional period. (for south zone only)

1.2 Recharge Voucher

MRP in S. Tax @ Card Value Validity in Usage Processing Fee

Rs. 10.30% in Rs. in Rs. days Value in (Bonus UV) in Rs.
Rs.
55 5.14 49.86 15 35 14.86
110 10.27 99.73 30 75 24.73
220 20.54 199.46 60 160 39.46
330 30.82 299.18 90 250 49.18
550 51.36 498.64 180 400 98.64
1100 102.72 997.28 365 1000 -2.72
3300 308.16 2991.84 365 3300 -308.16
DOCUMENTS REQUIRED TO GET B.S.N.L SERVICE
1. Photo identity shall submit along with overleaf self attested.

2. Photo identity card issued by government or statuary authority.

3. Photo credit card.

4. Driving license.

5. Income tax pan.

6. Passport.
7. Voter id card.
8. Proof of address such as electricity bill , water bill , ration card.

TOTAL NUMBER OF MOBILE SERVICE OF B.S.N.L

 Total number of connections _ 2,79,94,357

 District head quarters covered _ 605
 total villages covered _ 19,19,132
 National highway covered (km) _ 51,293
 State highway covered(km) _ 50,879
 Railway route covered(km) _ 27
CUSTOMER HELPLINE AND WEBSITE OF B.S.N.L.
CUSTOMER HELPLINE:
1. For land line services: 1500

2. For cell one services: 9434024365

3. For cell one services:

(All India) : 9400024365

4. For data one broadband services

: 16004241600

5. For Sanchar net services: 1957

WEBSITES FOR B.S.N.L:

1. www.bsnl.co.in
2. www.bsnl.custcarecentre
3. www.wb.bsnl.co.in
4. www.bsnl.co.public
5. www.bsnl.co.wbese
6. www.bsnl.co.service
7. www.bsnl.co.network
8. www.bsnl.co.the
9. www.bsnl. co.basictariff
10. www.bsnl.co.mobiletariff
11. www.bsnl.co.datatariff
12. www.bsnl.co.internet.tariff
 FINDINGS

 There is a significant relationship between the Age of the

Customers and Mobile Service used by the Customers.
 There is a significant relationship between the Location of the
Customers and Satisfaction of BSNL Network used by the Customers.
 There is a significant relationship between the Location of the
Customers and Satisfaction of BSNL Network used by the Customers.
 There is a significant relationship between the Satisfaction of Cost
of BSNL and Migration of Customers.
 There is a significant relationship between the Quality of Customer
service and Migration of the Customers.
 There is a significant relationship between the Location of the
Customers and Satisfaction of BSNL Tariff Plan.
 Some customers felt that when landline phone gets out of order, it
is not checked or corrected for even 1month, hence there was heavy
business loss.
 In the evening, lines are not getting connected since network
problem was too high.
 When phone went out of order, the respondents were still charged
for calls.
 Customers are very much dissatisfied with Linemen, because of
irresponsibility. (Collecting amount from customers).
 Regarding Cell one respondents complained, Network is always
busy with other mobile services.

 During the rainy season noise in the instrument is a problem.

 Respondents felt that there was no personalized service to
customers.
 Due to non-availability of CUG connections to all, most of the
customers surrendered BSNL and migrated to Airtel.
 Customers perceived that the bills are always inflated.
 Even after Surrendered the phone before 6months deposit amount
was not yet received but receiving bill.
 Customers are expecting more number of free calls.
50
 With regards to mobile services options are limited hence
customers were switching over to other service providers.
 The extensive time lag between submission of application and
receiving of a telephone connection had made some respondents
switch over to other service providers.
 Customers were preferring to replace their old instrument.
 Most of the people were not satisfied with the BSNL Customer
Service for both Mobile and Landline.
 The respondents felt that The BSNL cell ones starter pack and
recharge cards are in perennial short supply.
 The respondents experienced network problems when they used
roaming to cities.
 Even though customers were dissatisfied with BSNL due to
Loyalty they are still using BSNL service (For only Incoming).
 One of the major irritations, as told by the respondents was that the
communication instruments provided by BSNL were of poor quality
and hence they had to face frequent problems with the instruments.

SUGGESTIONS:-

 BSNL Cellular Service has been rated highly among the

customers. The quality of service also rated as good by the customers.
This should be maintained.
 Most of the customers opt cellular communication for their
convenience. This should be considered as important factor while
designing their marketing strategy.
 Customers are expecting more value added service like internet, E-
mail, Video clips, etc. The company can make provisions for this.
 The signal strength is weaker in interior places: service provider
should increase the signal strength.
 The company can look into restructuring of tariff to maintain
competitive edge over rivals.
 The customer care centre should pay more attention in receiving
and solving customer’s complaints.
 The free incoming calls are key factor for satisfying customer. The
same strategy should follow in future also.
 As the competitors are entering this field in this town the company
can formulate appropriate marketing strategy to retrain existing
customers and to attract new customers.
 As the company vision is “BSNL LIMITED strives to be the
preferred provider of mobile communication services in all its area of
operation. With the visionary zeal of a customer oriented and market-
driven organization, BSNL abide by its un deterred commitment to
provide customer with viable and cost-effective solutions in the
domain of its expertise at all times” The company should stick to
this and always maintain customer satisfaction.

 From the research study, it has been found out that the Customers
are very particular about the Quality of the Telecom services and
hence they want BSNL to increase the Quality of BSNL services by
providing the Customers an attractive instrument with new wiring
connections.

 BSNL may also introduce some sales promotion such as cash

discounts; Quality discounts hence the promotional activities would
further strengthen the market share of the Company.
 BSNL may reduce the monthly rentals and also the service tax.

 Caller Id’s should be provided immediately after the Customers

requisition.

 Customer care of BSNL needs improvement.

Conclusion:

BSNL being a public sector, in order to thrive and excel, have to

understand about the Customers expectations.

They also have to understand about their competitors and their

nuances in understanding their Customers.

Since Communication industry is a very competitive one it is high

time for BSNL to understand about their Customers in Landline as
well as Mobile services.

Hence, from this report it is clear that BSNL

is the best service provider in Asia. BSNL

provides world class State-of-art technology

 telecom services to its customers on demand

at competitive prices world class telecom

infrastructure in its area of operation and to

contribute to the growth of the country's

economy.

BIBILIOGRAPHY

PRINCIPLES OF MARKETING MANAGEMENT - PHILIP

KOTLER
MARKETING RESEARCH - N.K MALHOTRA

WEBSITES:

1. www.bsnl.co.in
2. www.yahoo.com
3. www.google.com
4. Wikipedia
KOTHARI.C.R
Research Methodology
Published by V.S. Lobri for Wishwa Prakash
Eight Edition- 2004
GUPTHA.S.C and INDIRU GUPTHA
Business statistics
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Sixth Edition-2006
JHA and SINGH
Marketing Management
In Indian Perspective
Published by Himalaya Publishing House
Seventh Edition-2006