Sales & Marketing- Consumer Mobility

 Every Organization wants to make profit.

 This can be achieved by increasing sales.

 More selling depends on many factors
such as:
 skills of sales people ,
number of outlets,
 channel management etc.
Sales & Marketing- Consumer Mobility
 In an ideal business world ,

most marketers would

prefer to

handle all their distribution activities

by way of their own channel arrangement.
Sales & Marketing- Consumer Mobility
 By handling all distribution activities by way of own
channel arrangement,

we have following benefits:

Being responsible for all distribution means

the marketing organization need only

worry about making decisions

Concerning

their product .
Sales & Marketing- Consumer Mobility
 Having control on all distribution means the
marketer is always
in direct contact
with buyers of their products ,
which can make it easier to
build strong ,
long –term relationships
with
customers.
Sales & Marketing- Consumer Mobility
 Unfortunately , for many marketing organizations , a
company owned channel is not feasible either due to:
high cost
or
lack of experience needed to run a channel
efficiently
&
so necessitate reliance on
third parties to get their products into the
hands of customers.
Sales & Marketing- Consumer Mobility
 Agenda :
 Discuss Sale & Marketing setup for CM services in
BSNL.

 Understanding Franchisee concept in BSNL

 Understand Project Vijay

Sales & Marketing- Consumer Mobility
 Sales and Marketing System in BSNL :

Initially BSNL did not have a well- defined exclusive

sales structure.

The concept of commercial officer, CSC’s and

Marketing Agents were introduced in Oct.2002.
Sales & Marketing- Consumer Mobility
 Sales and Marketing System in BSNL :
In order to strengthen sales channels in BSNL, in Oct
2009 , a new sales set up has been designed.

Consumer Mobility vertical now has dedicated

GM ( S&M) at Corporate as well as Circle to plan ,
manage and effect sales.
Sales & Marketing- Consumer Mobility
 Key Activities handled by GM( S & M):

 Customer Research as well as Competitor

intelligence

Primary and Secondary Research

In House and Out sourced research

Sales & Marketing- Consumer Mobility
 Key Activities handled by GM( S & M):
( Contd..)
Formulating Marketing strategy for CM Business by
liaisoning with GM (Corporate Marketing)
For
Above the Line Marketing ( TV advertisements, Radio
advertisements, Print advertisements )

Below the line Marketing ( Promotions, Emails, loyalty

benefits)
Sales & Marketing- Consumer Mobility
 Key Activities handled by GM( S & M): ( Contd..)

Providing inputs to GM ( Corporate Marketing)

Development of marketing action agenda for Circles

by Liaisoning with Head of Consumer Mobility at
Circle.
Sales & Marketing- Consumer Mobility
 Key Activities handled by GM( S & M): ( Contd..)

Formulation of annual marketing & research budget

for Head Office

Monitoring marketing spend against budget

Sales & Marketing- Consumer Mobility
 Key Activities handled by GM( S & M): ( Contd..)
Management of CM sales channels to drive growth
of GSM( 2G, 3G) and relate VAS revenues.

Creation of Sales policy.

Evaluation of different sales models such as “Own

Sales Team” and “DSA” model on key metrics.
.
Sales & Marketing- Consumer Mobility
 Key Activities handled by GM( S & M): ( Contd..)

Defining knowledge build, contact planning ,

Customer visits , reporting and follow up etc.

Designing discounts and channel commission

structures.
Sales & Marketing- Consumer Mobility
 Key Activities handled by GM( S & M): ( Contd..)

Designing sales force allowances , awards and

incentives by liaisoning with GM ( Corporate
Account) to motivate sales force.

 Incorporating guidance from competitive

benchmarking
Sales & Marketing- Consumer Mobility
 Key Activities handled by GM( S & M): ( Contd..)

Setting up and management of sales alliances ,

agreements and management of channel partners-
documentation/EoI for existing and new channel
partners

Monitoring sales team, sanchar soft , ERP

Sales & Marketing- Consumer Mobility
 Key Activities handled by GM( S & M): ( Contd..)
 Target setting across sales channels by liaisoning with
GM ( Business Planning)

 Performing excess capacity analysis on mobility access

network by liaisoning with GM ( Network Planning-
GSM)-CM and Gm ( network Planning –CDMA +
Wimax)- CM
Sales & Marketing- Consumer Mobility
 Key Activities handled by GM( S & M): ( Contd..)
 Pricing and product bundling strategy including
Evaluating different price models such as cost –plus
and retail –minus models,

 Relationship Management & internal Liaisoning

 Target settings
Sales & Marketing- Consumer Mobility
 Franchisees :
BSNL has put in place Franchisee Sales & Distribution
policy 2009 .

Franchisees are appointed through EoI route by

respective SSAs

Well defined geographical area for franchisee called as

primary area
Sales & Marketing- Consumer Mobility
 Franchisees : (Contd..)
Franchisee to appoint Feet on Street (FoS)

Franchisee shop to open 0800 Hrs to 2200 Hrs

Financial penalty for not meeting cut off performance

score

Franchisee can appoint sub franchisee /retailers.

Sales & Marketing- Consumer Mobility
 Franchisees :( Contd..)
 Franchisees play a very important role in serving
customers across the country and improve BSNL
visibility.

 In order to motivate franchisees ,time to time reward

scheme are introduced.
Sales & Marketing- Consumer Mobility
 Direct Selling Agents :
 Any 10th pass can become a DSA . Retired BSNL
employees/spouses can also become DSAs.

 The objective is to sell BSNL services door to door

extending ultimate convenience to BSNL customers.

 Any no. os DSA can be appointed by SSA Heads.

Sales & Marketing- Consumer Mobility
 Other Retail Outlets :
 Any other outlets such as shopping malls etc. can also
be appointed as DSA to sell BSNL services with the
aproval of concerned CGM
Sales & Marketing- Consumer Mobility
 Other Retail Outlets :
 BSNL has also allowed to appoint Service Centre
agents(SCA) of Common Service Centres(CSC) of
Department of Information Technology being set
up in rural areas across the country as DSAs.

 DIT is setting 1,12,000 CSCs and is expected to

strengthen BSNL’s reach.
Sales & Marketing- Consumer Mobility
 EPIN Franchisees :
 BSNL has also appointed EPIN franchisees across the
country.

 All recharge Vouchers , Sancharnet card, VCC card etc

have a secret PIN for sue of respective service.

 These PIN are sold in bulk to appointed franchisees .

Sales & Marketing- Consumer Mobility
 EPIN Franchisees ( Contd..) :
 Any Indian Registered company /registered
Cooperative Society/Registered NGO fulfilling
prescribed criteria can become Circle Level or All
India level franchisee.
Sales & Marketing- Consumer Mobility
 EPIN Franchisees ( Contd…):
 For Circle level franchisees, the commission structure
depends on the type of agreement i.e exclusive or non
exclusive.

 All India Franchisees are appointed on non-exclusive

basis.
Sales & Marketing- Consumer Mobility
 EPIN Franchisees ( Contd…):
 These Franchisees can sell these PINs through point of
sales terminal or through PC connected to main server
of franchisee.
Sales & Marketing- Consumer Mobility
 CTOP:
 BSNL uses over the air technique for selling its mobile
recharge vouchers ( paperless).

 A special SIM is issued to the franchisee and retailers

interested in selling BSNL talk time .

 These sellers have to pay advance to BSNL to get

sellable talk time.
Sales & Marketing- Consumer Mobility
 CTOP:

 Once they have deposited money with BSNL , they can

sell any denomination of vouchers up to their deposit
amount with BSNL
Sales & Marketing- Consumer Mobility
 Project Vijay :
 Objective of Project Vijay
1. Expand Reach- ensure availability of BSNL products
at more than 95% of telecom retail outlets.
2. Capture significant Share (25- 30% ) of retailers'
counter sales.
3. Build distinctive channel management capabilities .
Nurture and build strong and viable channel partner
network .
Sales & Marketing- Consumer Mobility
 FoS : Feet on street- Franchisee’s employees

o Who will visit retailer shops, deliver material

o Collect CAF (Customer Application Forms)

Sales & Marketing- Consumer Mobility
 Primary Sales :
 Sales of product from BSNL to franchisee is defined as
Primary Sales.
 Secondary Sales :
 Any sales from franchisee unit to retailer is defined as
Secondary Sales.
 Tertiary sales :
 Product sales from retailer to end- customer is defined
as “tertiary sales”
Sales & Marketing- Consumer Mobility
 Reach:
 Reach is defined as the ratio of telecom retail outlets
( Multi brand telecom Outlets) that sell BSNL
Products to the total number of telecom retail outlets
in a particular geographical area.
• Extraction :
 Extraction defined as the share of BSNL sales in the
total sales of a particular Multi – Brand Outlet (“ by
no. of SIMs, By no. of recharge)
Sales & Marketing- Consumer Mobility
 Revised structure of Franchisee Channel :
 Primary sales will be made from BSNL SSA to
Franchisee.
 Franchisee will make the sales to Sub Franchisee and
also to MBO retail Outlets through FoS.
 Sub Franchisee will also make sales to MBO retail
outlets in its area.
 MBO retail Outlets will make the sales to customers.
Sales & Marketing- Consumer Mobility

BSNL SSA

Primary Sales

Franchisee

Sub Franchisee
Sales & Marketing- Consumer Mobility
 Team Structure of Project Vijay
Roles Designation Details
Roll Out DGM Dedicated DGM
Managers( ROM) stationed at circle
but reporting to
HO

Circle Level nodes SDE/JTO One node to 5-6

SSAs
SSA Sales Head- DGM/DE/SDE One per
CM SSA/region
Franchisee SDE/JTO One franchisee
Manager ( FM) Manager per
Franchisee

Retailer manager SDE/JTO One RMC for

coordinator upto 15 RM’s
(RMC)
Sales & Marketing- Consumer Mobility
 Concept of Market Retailer survey
 In the beginning a survey of retailers selling telecom
products in a particular geographical area will be made
by BSNL survey team with purpose:
1. To baseline existing retailer universe before pilot
launch
2. To develop channel norms for the franchisee FoS
and service frequency , based on analysis of retailer
universe.
3. Survey to be conducted in each SSA of Circle
4. Both rural and urban areas to be covered.
5. Survey to be completed in 3-4 weeks duration.
Sales & Marketing- Consumer Mobility
 Concept of Market Retailer survey ( Contd…)
 Questionnaire in the form of a printed survey from
containing details as :
1. Details of the surveyor
2. Details of the retailers with phone numbers
3. Do you sell SIMs of any brand? Yes/ No
4. Do you sell recharge voucher of any kind? Yes/ No
5. Do you sell BSNL SIM? Yes/ No
6. Who sell BSNL SIM to you ?
7. Details of Monthly sale of telecom product.
8. Comments about BSNL services to the retailer?
Sales & Marketing- Consumer Mobility
Roles Role description
Roll Out Managers Responsible for overall roll out of project Vijay in circle Expected to
( ROM) drive on –the –ground implementation in circle and escalate
unresolved issues at the circle level to HO

Circle Level Nodes Guide SSA teams with best practices ,key risks at a particular stage etc.
Help SSA teams resolve and escalate issues

SSA Sales Head-CM Responsible for overall roll-out of project Vijay in Region/SSA,inccl.
Team formation , process changes and Value outcome

Franchisee Manager Provide support and manage Franchisee and Sub-Franchisee

( FM)

Retailer Manager Provide support and manage Retailer Managers

Coordinator (RMC)

Retailer Manager ( RM) Act as retailer survey team , to map retailer universe ( Up-Front)

Direct interact with and provide support to retailers on an ongoing

basis.
Sales & Marketing- Consumer Mobility
 Process for Ordering and delivery
 The franchisee need not come to SSA office.
 She /he will deposit the amount in bank and intimate
the franchisee manager and AO ( Sales) about money
deposited in BSNL account to supply the telecom
product and place an order on phone or through
email.
Sales & Marketing- Consumer Mobility
 Process for Ordering and delivery ( contd..)
 AO (sales ) will verify whether the amount has been
credited in BSNL account or not.
 After verifying ,AO (Sales) and Franchisee Manager
will deliver the material at the door of Franchisee.
Sales & Marketing- Consumer Mobility
 Incentive, Awards and Facilities :
 There is a provision of incentives & awards to the
members of PROJECT VIJAY team.
Sales & Marketing- Consumer Mobility
 Incentive, Awards and Facilities :
Role Reimbursement type Reimbursement amount
Travel/Meal/Mobile per month
Travel & Meal Rs.1800
Franchisee Manager
Mobile ( If not already provided) Rs 500
Travel & Meal Rs.1300
Retailer Manager
Coordinator
Mobile ( If not already provided) Rs 500

Travel & Meal Rs.1800

Retailer Manager for
visits up to 40 Mobile ( If not already provided) Rs 500
Kms/day avj.
Travel & Meal Rs.3600
Retailer Manager for
visits beyond 40 Mobile ( If not already provided) Rs 500
Kms/day/avj
Sales & Marketing- Consumer Mobility

 Franchisee Manager is expected to manage upto 2

Franchisee and visit them every alternate day ;

 Franchisee Manager is also expected to visit each sub-

franchisee once in a month.
Sales & Marketing- Consumer Mobility
 Retailer Manager Coordinators expected up to
Manage up to 15 Retailer Managers and do one
inspection visit per Retailer Manager per month.

 Final decision on which category the retailer Manager

falls in should be made by the SSA sales head,
advised by the retailer Manager Coordinator.
Sales & Marketing- Consumer Mobility
 The base reimbursement will be paid to Franchisee
Manager and Retailer Manager Coordinator upon
meeting a minimum of 10% achievement on Primary
sale ( of SIM and Recharge Value).

 The base reimbursement will be paid to retailer

Manager upon meeting a minimum of 30 %
achievement on no. of retailers visits done as a
proportion of the total no. of retailers visit assigned.
Sales & Marketing- Consumer Mobility
 Awards :
Award Level Frequency Amount Criteria

Best Circle Quarterly Rs.300 Highest

Franchise average
e Manager score on
KPAs
Best Circle Quarterly Rs.3000 -DO-
Retailer
manager
Coordinat
or
Best SSA Quarterly Rs. 750 -DO-
Retailer
Manager

Best Sales Circle Quarterly Rs.5000 -DO-

Head
Sales & Marketing- Consumer Mobility
 Awards :
 Incase of a tie , the award amount may be equally split.

 In order to qualify for an award the franchisee Manager or

Retailer Manager Coordinator must meet a minimum of
10% achievement on Primary Sale( of SIM and Recharge
value) ,

 Similarly in order to qualify for the award , the Retailer

Manager must meet a minimum of 30% achievement on
no. of retailers visit done as a proportion of the total no. of
retailer visits assigned.
Sales & Marketing- Consumer Mobility
 Awards :
 The Final decision on awards at the circle levels should be
made by the PGM/GM ( CM) at the circle level at the end
of the month after taking into account the averager score
on KPAs received from SSAs
Sales & Marketing- Consumer Mobility
 Facilities :
SSA Sales Head Office Space , Desktop with
broadband GSM SIM or WLL Phone
( If not available)
Franchisee - Do-
Manager
Retailer Manager - Do-
Coordinator
Retailer Manager GSM SIM or WLL Phone ( If not
available)
Sales & Marketing- Consumer Mobility
 BSNL Owned Sales Setup :
Customer Service Centres :
BSNL has about 3000 CSCs across the country . CSCs
are being upgraded as part of Project ‘smile” to act as
single window service centre and open from 8AM to 8
PM
Sales & Marketing- Consumer Mobility
 BSNL Owned Sales Setup :
Call Centre and Telemarketing :
 For mobile related queries centralized number is
9400024365.
Time and SMS campaigns are executed for promoting
select services.
 System is being put in place for telemarketing of
selling , up selling and cross selling various services as
part of centralized CRM under CDR project
Sales & Marketing- Consumer Mobility
 BSNL Owned Sales Setup :

WEB self Care :

o Sales are possible through link provided on BSNL
website www.bsnl.co.in .
o Mobile recharge vouchers and other prepaid cards
such as VCC card , CALL NOW, FLPP can be
purchased with the help of Internet Banking account
of certain banks such as ABN, AXIS, BOB
BOP,IDBI,PNB, SBI ,UBI etc
Sales & Marketing- Consumer Mobility
 VAS Team :

At corporate office a special VAS cell headed by

GM( VAS) supported by DGMs (VAS) is functional.
Sales & Marketing- Consumer Mobility
 VAS Team (Contd..) :
 Key Role of VAS Team :

Design of policies related to provision of Value Added

services
 Content specifications
 Delivery Mechanisms

 Partnerships

 Pricing and billing

 Customer Care
Sales & Marketing- Consumer Mobility
 VAS Team( Contd..) :
Design of appropriate VAS Content based on market
research through vendors
 Content Type
 Content Delivery
Sales & Marketing- Consumer Mobility
 VAS Team( contd..) :
Forging and managing content providers to deliver
against planned value added services
 Floating and evaluating tenders in
coordination with GM(Fin)-CM
 Forging relationships with new vendors
 Ensuring that vendors deliver against well
defined SLAs

 Designing VAS tariffs and pricing plans in

coordination with GM (Fin)
Sales & Marketing- Consumer Mobility
 VAS Team ( contd..) :
Designing product bundles with VAS component in
coordination with GM( Product & Pricing).
Overseeing provisioning of value added services in
BSNL’s network through various platform such as
SMS,IVR,GPRS etc. on revenue shareing and
franchisee basis.
Sales & Marketing- Consumer Mobility
 Sancharsoft :
 This software has been developed and made
operational by IT project circle for retail/bulk
Inventory Management which is a web based module
for management of sales & distribution Channels .

 This Software provides various reports for planning

and redistribution of inventory ,manages stock
issuing, invoice management , commission payouts,
sales data
Sales & Marketing- Consumer Mobility
 Conclusion :
 Many initiatives are being taken by BSNL to improve
the sales management .
 External sales channel need to be treated as BSNL
partners and extended full back end support in terms
of timely supply of products , marketing material ,
office support , payments and prompt handling of
customer grievances made over by them to BSNL.