bsnl final edited

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PRESENTATION SUBMITTED TOWARDS THE PARTIAL

FULFILLMENT OF POST GRADUATE DEGREE IN

INTERNATIONAL BUSINESS

AMITY INTERNATIONAL BUSINESSSCHOOL

1

Customer satisfaction survey of Mobile &

Broadband users in UTTAR PRADESH(Kanpur

& Lucknow) along with market share analysis

of BSNL

FACULTY GUIDEMs. Kokil Jain SUBMITTED BY:SUBMITTED BY:

DURGESH AGNIHOTRI

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INTRODUCTIONINTRODUCTION

Bharat Sanchar Nigam Limited is a public sector telecommunication

company in India. It is India's largest telecommunication company with

24% market share .

BSNL commanded a customer base of 31.55 million Wire line, 4.58 millionCDMA-WLL and 54.21 million GSM Mobile subscribers. BSNL's earnings for

the Financial Year 2007 stood at INR 397.15b (US$ 9.67 b) with net profit

of INR 78.06b (US$ 1.90 billion).

BSNL has an estimated market value of $ 100 Billion. The company isplanning an IPO with in 6 months to offload 10% to public in the Rs 300-

400 range valuing the company at over $100 billion.

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RESEARCH METHODOLOGYRESEARCH METHODOLOGY

RESEARCH OBJECTIVES:RESEARCH OBJECTIVES:-- To study the marketing strategies along with customer satisfaction survey

of BSNL in UTTAR PRADESH(Kanpur & Lucknow).

To analyze the market share of BSNL in mobile & broadband internet

services. To do a comparative analysis of cellular products of the top players.

HYPOTHESIS:HYPOTHESIS:-- NULL HYPOTHESIS

H0: BSNL HOLDS A STRONG BRAND IMAGE AMONGST SERVICE USERS

ALTERNATE HYPOTHESISH1: BSNL DOES NOT HOLD A STRONG BRAND IMAGE AMONGST SERVICEUSERS

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RESEARCH METHODOLOGYRESEARCH METHODOLOGY

MODES OF DATA COLLECTION:MODES OF DATA COLLECTION:--SAMPLE AREA UTTAR PRADESH

SAMPLE SIZE 200 RESPONDENTS

SAMPLE TECHNIQUE RANDOM SAMPLING

LIMITATIONS:LIMITATIONS:-- Sample size may not be the true representative of the population.

Respondents unwillingness to respond.

Respondents inability to formulate a response.

Respondents unavailability. Time pressure and fatigue on the part of respondents and interviewer

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SWOT ANALYSISSWOT ANALYSIS

STRENGTHSSTRENGTHS Experienced telecom service provider

Total telecom service provider

Huge Resources (financial & technicalpool)

Huge customer base

Most trusted telecom brand

WEAKNESSESWEAKNESSES Non-optimization of network

capabilities

Poor marketing strategy

Bureaucratic organizational set up

Limited number of value added

services Legacy of poor service image

Huge and aged manpower

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OPPORTUNITIESOPPORTUNITIES

Untapped broadband services

Untouched international market

Can capitalize on public sector image to

grab government¶s ICT initiatives

Diversification of business to turn-key

projects

THREATSTHREATS

Competition from private operators

Keeping pace with fast technological

changes

Market maturity in basic telephone

segment

Manpower churning

Multinational eyeing Indian telecom

market.



BCG MATRIXBCG MATRIXSTAR

Cellular serviceBroadband Internet

Q UESTION MARK

Intelligent NetworkRural operations

CASH COWS

Land line services

DOGS

Satellite communication

6

High

GROWTH

LOW

HIGH MARKET SHARE LOW

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PRODUCT LIFE CYCLEPRODUCT LIFE CYCLE

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DATA ANALYSISDATA ANALYSIS

65

36

101

0

20

40

60

80

100

120

s tisfit s tisfi

D t s

T I

S

DI

0

10

20

30

40

50

60

B

L

D A L

A A

L D

A A

A

MA HA

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PRIMARY DATAPRIMARY DATA




103

31

22

11

0

20

40

60

80

100

120

BSNL

AIRTELRELIANCE

T

I S D I¡

.

S

¢ £

S

T

A T¢

¤ T¢

¥

¦

A § ¨ © T S A § © S N L

§

A D

A N DBSNL

AIRTEL

RELIANCE

TATA

INDICOM

9

PRIMARY DATAPRIMARY DATA

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101

51

2622

0

20

40

60

80

100

120

CHEAP SERVICE BETTER SERVICE BETTER NETWORK ALL OF THESE

THIS

DIG.

SHOWS

28

72

0

20

40

60

80

YES NO

YES 28

NO 72

BSNL USER

Out of 100 ,every 28 people use BSNL



ANALYSIS OF BSNLANALYSIS OF BSNL

CUSTOMERS IN UTTAR PRADESHCUSTOMERS IN UTTAR PRADESHIN TERMS OF MOBILE CONNECTIONS :IN TERMS OF MOBILE CONNECTIONS :--

In the survey I have found that out of 200 people 39% are above 35 years,

28% comes in age group of 26-35 years & rest 33% comes under group of

15-25 years

In the survey I have found that out of 200 respondents 28% respondents

had BSNL mobile connection while 72% were using different Connection

In the survey I have found that in terms of different services Vodafone is

chosen as best service provider by the customers, while BSNL is lagging farbehind in terms of services.

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ANALYSIS OF BSNLANALYSIS OF BSNL

CUSTOMERS IN UTTAR PRADESHCUSTOMERS IN UTTAR PRADESHIN TERMS OF BSNL BROADBAND INTERNET:IN TERMS OF BSNL BROADBAND INTERNET:--

In the survey I have found that out of 200 respondents 167

respondents use internet & 33 respondents dont use

internet

In survey I have found that BSNL internet is used by maximum

of the respondents. Out of 91 users 66 users use BSNL

In the survey I have found that BSNL has captured maximum

market in UTTAR PRADESH(Kanpur & Lucknow) in terms of

internet broadband connection. That is 63%.

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SECONDRY DATASECONDRY DATA

MOBILE(PREPAID) USERS REVENUE

200 -08 2 LACS 44 3 CRORE

2008-09 3 4 LACS 42 12 CRORE

MOBILE(POST PAID) USERS REVENUE

200 -08 22000 14 91 CRORE

2008-09 2 500 15 19 CRORE

MOBILE(POST PAID) DETAILS OF KANPURMOBILE(POST PAID) DETAILS OF KANPUR

MOBILE(PREPAID) DETAILS OF KANPURMOBILE(PREPAID) DETAILS OF KANPUR

BROADBAND USERS REVENUE

200 -08 15108 4 98 CRORE

2008-09 23984 10 13 CRORE

BROADBAND INTERNET DETAILS OF KANPURBROADBAND INTERNET DETAILS OF KANPUR




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SECONDRY DATASECONDRY DATA

MOBILE(PREPAID) USERS REVENUE

200 -08 3 4 LACS 53 20 CRORE

2008-09 4 LACS 59 3 CRORE

MOBILE(POST PAID) USERS REVENUE

200 -08 313 5 19 10 CRORE

2008-09 39000 21 91 CRORE

MOBILE(POST PAID) DETAILS OF LUCKNOWMOBILE(POST PAID) DETAILS OF LUCKNOW

MOBILE(PREPAID) DETAILS OF LUCKNOWMOBILE(PREPAID) DETAILS OF LUCKNOW

BROADBAND USERS REVENUE

200 -08 1 304 23 CRORE

2008-09 24 12 11 82 CRORE

BROADBAND INTERNET DETAILS OF LUCKNOWBROADBAND INTERNET DETAILS OF LUCKNOW



FINDINGS & ANALYSISFINDINGS & ANALYSIS The initiatives taken by BSNL in CRM have helped BSNL to achieve a great

amount of success.

On measuring the effectiveness of the services provided by BSNL in terms

of responsiveness, reliability, empathy, assurance and tangibles it was

found that the overall perception about its service quality is good, but

improvement is required.

BSNL has maintained leadership through constant innovations, which have

redefined standards of cellular services in India

BSNL is making use of the latest technology and focusing on building long

term relationship with the customers as a result of which most of the

people perceive BSNL as the best cellular service provider in Uttar Pradesh

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RECOMMENDATIONSRECOMMENDATIONS

RECOMMENDATIONS FOR THE COMPANY:RECOMMENDATIONS FOR THE COMPANY:-- Personal Touch

Degree of Customization

Educating the Customers

Simplification of tariff plans and consistencyRECOMMENDATIONS FOR THE USERS:RECOMMENDATIONS FOR THE USERS:--

The customer needs to be clear on his/her requirements and

the level of financial commitment that he/she is willing to

make. The user need to look beyond the advertisement and

promotional gimmicks of the companies. Customer must be

proactive.

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BIBLIOGRAPHYBIBLIOGRAPHY

Marketing Management, Dr. C.B. Gupta.

Marketing Management, Philip Kotler.

www.coai.com

www.bsnl.co.in www.sancharnet.in

www.dot.gov.in

www.indiabroadband.net/bsnl-broadband

www.upe.bsnl .co.in

www.unstrung.com/mobile

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