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ACKNOWLEDGEMENT

First of all I am thankful to BHARAT SANCHAR NIGAM LIMITED, Chennaifor giving me an opportunity to get a practical exposure of business experience.

I express my gratitude to Mr. S.Vaidhiyasubramaniyam, Dean, Planning andDevelopment; Prof. K.S. Vijayaraghavan, Dean, School of Management forproviding all the infrastructure facilities for the department which helped all thestudents in completing the project successfully.

I express my heartfelt thanks toD r .P .V a ij a y a n t h i, Professor, School ofManagement, my first Marketing Guru who offered me valuable guidance andsupport in every stage through out the course of my entire project work.

I am grateful toS h r i.J .S a n t h a n a k r is h n a n, Deputy General ManagerRGMTTC Chennai,S h r i.S .A r a v a m u d h a n, Senior Sub Divisional Engineer,RGMTTC Chennai, Shri.A.S.Egaya, Principal General Manager, Shr i.N.SaravanaPandian, Deputy General Manager Coimbatore andS h r i.N .S .C .S e k h a r,Assistant General Manager Coimbatore and all other employees of BSNL who gaveme all the moral support and care which made my project come true.

Finally I thank all other Staffs of School of Management, Staffs of BSNL, myparents who were in full support and all my friends who helped me in completingthis dream project successfully.


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SYNOPSIS

The Telecom industry is one of the leading and fastest growing in the world ascommunication plays a vital role in the world and especially in India. It acts as amajor catalyst for the economic growth.

BSNL has good brand awareness among the people. This could be attributed to itslong history in the market and continued support from the Government.

In todays competitive world, BSNL has to provide excellent services to attain amajor market share and keep their Customers satisfied in all aspects.

This research study is useful for BSNL to understand the expectations andrequirements of Customers and can serve them in a better way.

This research was conducted from May 2006- June 2006. The researcher has donean internship project at BSNL, Chennai in pursuance of determining the brandequity for BSNL and then the customers feedback on the various products.

The samples of 250 respondents from among the universe of BSNL users atCoimbatore, tirupur and pollachi were selected at random to conduct the study. TheBSNL staffs who were contacted to learn about the various BSNL packages andpolicies were also the primary source of data.

Questionnaire was designed after a pre-survey interview covering all the aspects ofBSNL services. Data analysis and interpretation was done using the collected datawith necessary tools including percentage analysis, five point scale was used tograde the opinion of the respondents regarding the various variables used, softwares like SPSS were also used to enable efficient analysis of data.

The researcher strongly believes that this study would be helpful to the BSNLManagement in knowing about the Customers Satisfaction, Customer Perception,Customer Preferences, and service requirements and about the other competitorsstatus in the market thereby helping them in improve their quality of Servicesoffered.


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Content table:


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LIST OF TABLES

S.NO. CONTENTS PAGE NUMBER

1. Location of the Customers. 29

2. Age of the Customers. 30

3. Occupation of the Customers. 314. Monthly Income of the Customers. 325. Customers using Mobile Services or not. 34

6. Customers using Landline Services or not. 35

7. Mobile Service used by the Customers.36

8. Landline Service used by the Customers. 379. Familiarity of Customers with BSNL. 3810. Comparing BSNL with other Services. 3911. Respondents by their Age and Mobile Services. 41

12. Respondents by their Location and Landline. 4313. Respondents by their Location and Migration from BSNL. 4514. Respondents by their Location and Network Coverage

4715. Respondents by their Location and Customer Care 4916. Respondents by their Cost and Migration from BSNL.

5117 Quality of Customer Service and Migration from BSNL. 54

1 8 . Respondents by their Location and Comparing with other Services

5519. Respondents by their Location and Tariff plan Satisfaction.

57,59,60,61,62


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LIST OF CHARTS

S.NO. CONTENTS PAGENUMBER

1. Location of the Customers. 292. Age of the Customers. 303. Occupation of the Customers. 314. Monthly Income of the Customers. 325. Customers using Mobile Services or not. 34

6. Customers using Landline Services or not. 357. Mobile Service used by the Customers. 368. Landline Service used by the Customers. 379. Familiarity of Customers with BSNL. 3810. Comparing BSNL with other Services. 3911. Respondents by their Age and Mobile Services.4212. Respondents by their Location and Landline. 4413. Respondents by their Location and Migration from BSNL. 4614. Respondents by their Location and Network Coverage

4815. Respondents by their Location and Customer Care 5016. Respondents by their Cost and Migration from BSNL.

5217. Quality of Customer Service and Migration from BSNL. 541 8 . Respondents by their Location and Comparing with other Services

5619. Respondents by their Location and Tariff plan Satisfaction

58,59,60


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INTRODUCTION


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1.1Statement of Problem

A study has been conducted in order to understand the Customers opinion andSatisfaction level of various Landlines and Mobile Services in Tamil Nadu,research titledA STUDY ON CUSTOMER SATISFACTION FOR BSNLPRODUCTS AND SERVICES AND ITS ROLE IN BUILDING BRANDEQUITY FOR THE COMPANY has been conducted.

1.2 Importance of the Study

In this competitive arena communication plays a vital role so the TelecomIndustries are the major source for communication. BSNL, being a public sectorobviously have to compete with various players like Airtel, Aircel, Reliance, TataIndicom etc.,with their stringent rules and regulations guided by TRAI. Hence in

order to understand about the customers requirements their likes and dislikespreference is sine-quo-non for BSNL.


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1.3 O b j e c t i v e s

To ascertain the Customers preferences of Land line and Mobile Services.

To ascertain the Customers Satisfaction level for Mobile services as well asLandline Services.

To analyze the Customer opinion and satisfaction with specific reference toBSNL.

To suggest some guidelines to BSNL in order to provide better focused

services.

To determine the status of brand awareness and brand loyalty in order toconclude about brand equity.

To learn about the brand attributes and their preferences in BSNL.


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1.4Scope of the Study:

This research study is useful for BSNL to understand the expectations andrequirements of Customers and can serve them in a better way.

This research was conducted from May 2006- June 2006.

The respondents from Coimbatore, Pollachi and Tirupur have been taken forthis study.

The brand equity was measured in terms of brand attribute preferences,brand awareness, brand loyalty and preferences about the brand.


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1.5Research 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.Personal interview technique has been used for conducting the survey. Datacollection has been done through the use of structured questionnaire.

SAMPLING:

Convenient Sampling method has been adopted for this study.

Researcher has taken respondents from Coimbatore, Pollachi and Tirupur forthis study.

The researcher has chosen 145 from Coimbatore, 56 from Pollachi and 47from Tirupur.

The researcher had prepared a Questionnaire both open and close endedquestions to elicit responses for the following areas:

i. Location.

ii. Age.


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iii . Occupation.

Iv. Monthly Income.v. Mobile Usage.

vi. Mobile service Usage.

1.6Limitations of the Study:

Time was not sufficient to conduct detailed study.

study had been conducted only in a few areas of TamilNadu

For few questions researcher was not able to get proper response which areas follows:

i. Chances of Switching.

ii. Reason for Switching.

iii. Monthly Income.

iv. Comparative questions.


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1.7Chapter Scheme:

Chapter I deal with the Introduction of the project work, which includes Statementof Problem, Importance of the study, Objectives, Scope of the study, ResearchMethodology and Limitations of the study.

Chapter II deals with the Industry and Company Profile.

Chapter III deals with the Conceptual review.

Chapter IV deals with the Analysis and Interpretation.

Chapter V deals with the Findings and Suggestions.

Chapter VI deals with the Conclusion.

Chapter VII deals with the Bibliography.

Chapter VIII deals with the Annexure.


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PROFILE


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2.1 COMPANY PROFILE

On October 1, 2000 the Department of Telecom Operations, Government ofIndia became a corporation and was christenedB h a r a t Sanchar NigamLimited (BSNL). Today, BSNL is the No. 1 TelecommunicationsCompany andthe largest Public Sector Undertaking of India with authorized share capitalof $ 3977 million and net worth of $ 14.32 billion. It has a network of over45 million lines covering 5000 towns with over 35 million telephoneconnections.

With latest digital switching technology like OCB,EWSD,AXE-10,FETEX,NECetc.and widespread transmission network including SDH system up to 2.5gbps, DWDM system up to 80 gbps,Web telephony,DIAS,VPN, Broadband

and more than 400,000 data customers , BSNL continues to serve this greatnation .

Its responsibilities include improvement of the already impeccable quality oftelecom services, expansion of telecom network, introduction of newtelecom services in all villages and instilling confidence among itscustomers.

BSNL has managed to shoulder these responsibilities remarkably and deftly.Today with over 45 million line capacity, 99.9% of its exchanges digital,nation wide Network management & surveillance system (NMSS) to controltelecom traffic and over 4,00,000 route kms of OFC network, Bharat SancharNigam Ltd is a name to reckon with in the world of connectivity. Along withits vast customer base, BSNL's financial and asset bases too are vast andstrong. Consider the figures, as they speak volumes on BSNLs standing:

The telephone infrastructure alone is worth about Rs. 1,00,000 crore(US $ 22.74 billion)

Turnover of Rs. 31,400 crore ( US $ 7.14 billion)


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Add to which, BSNL's nationwide coverage and reach, comprehensive rangeof telecom services and a penchant for excellence; and you have theingredients for restructuring India for a bright future. Today, BSNL is mosttrusted Telecom Brand of India.

OBJECTIVES

To be a Lead Telecom Services Provider.

Build customers confidence through quality and reliable service.

Provide Bandwidth on demand.

Contribute towards:

i. National Plan Target of 250 million subscriber base for the country byDecember 2007.

ii.Broadband customers base of 20 million in the country by 2010 as perBroadband Policy 2004.

iv. Telephone in all villages.

iv Implementation of Triple play as a regular commercial proposition.


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Organization Chart of BSNL:


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Revenue:

The Department of Telecom operations now known as BSNL has shownsustained growth in the last 15 years. The growth rate in 2004-05 was 6.5%.


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Capital Investment

Annual Investment in the network has increased from Rs. 785 crores (US$ 0.18billion) in 1986-87 to over Rs. 7578 crores ( US $ 1.72 billion) in 2004-05. This


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Premium Rae Service (PRM)

Universal Access Number (UAN) and more

I-Net

India s x.25 based packet Switched Public Data Network is operational in 104 citiesof the country. It offers x.25 x.28 leased, x.28 Dial up (PSTN) Connection) andframe relay services.

Leased Lines & Datacom

BSNL provides leased lines for voice and data communication for variousapplications 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 ondemand in most cities. Managed Leased Line Network (MLLN) offers flexibility ofproviding circuits with speeds of nx64 kbps up to 2mbps, useful for Internet leasedlines and International Principle Leased Circuits (IPLCs).

Cellular Mobile ServiceBSNLs GSM cellular mobile service Cellone has a customer base of over 5.2million. CellOne provides all the services like MMS, GPRS, Voice Mail, E-mail,Short Message Service (SMS) both national and international, unified messagingservice (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. Ithas got coverage in all National and State Highways and train routes. CellOneoffers all India Roaming facility to both pre-paid and post-paid customers(including Mumbai & Delhi).

Wireless in Local Loop

This is a communication system that connects customers to the Public SwitchedTelephone Network (PSTN) using radio frequency signals as a substitute forconventional wires for all or part of the connection between the subscribers and thetelephone exchange.

Countrywide WLL is being offered in areas that are non-feasible for thenormal network.

Helping relieve congestion of connections in the normal cable/wire basednetwork in urban areas.

Connecting the remote and scattered rural areas.

Limited mobility without any air-time charge


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PROJECTS RECENTLY IMPLEMENTED/UNDER DEVELOPMENT

National Internet Backbone of BSNL

Voice over IP

Broadband Services - ADSL & High Speed Internet

Managed Leased Line Network (MLLN)

Access Network - LMDS, DLCs, RLC etc.

Internet Exchange Points - IXP & Internet Data Centers (IDC)

E-Commerce

Customer Care

Several Steps have been taken at BSNL to augment the quality of customercare 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 (CSCs) now remain open on allseven days from 8.00 AM to 8.00 PM without any break for allactivities.

Cheque deposit machines have also been installed in many cities, sothat 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, morethan one Bfone connections can be applied on a single applicationform. Accordingly, a single demand note would be issued to thecustomer in respect of all the connections applied for.


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Shifting charges for local as well as all India shifting of fixedtelephone (bfone) has been abolished.

Pagers being given to outdoor staff in a phased manner for speedyrectification of faults. Majority of the local network is built up on jellyfilled and OFC for trouble free service.

Internal Distribution Points (DPs) being provided in the customerpremises 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) beingprovided extensively to educe the long lengths of copper cables.

Establishing call centers across the nation to provide single windowsolutions and convenience to customers.

Countrywide Network Management & Surveillance System (NMSS) toensure uninterrupted and efficient flow of telecom traffic.

Application Forms for new connections have been made free ofcharge for all services.

Procedure for restoration of telephones disconnected due to non-payment simplified and powers delegated to Secondary SwitchingArea (SSA) heads.

Payment of telephone bills being received on Saturday and Sundaythrough cheques in City Telecom Offices (CTOs).

More than one Public Call Office (PCO) permitted at the samepremises.Various application forms and procedures being simplifiedfor new telephone connections, shifting and third party transfer.


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CONCEPTUAL

REVIEW


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MARKETING MANAGEMENT

DEFINITION:

Marketing management is the practical application of marketing techniques. It isthe analysis, planning, implementation, and control of programs designed to create,build, and maintain mutually beneficial exchanges with target markets. Themarketing manager has the task of influencing the level, timing, and composition ofdemand in way that will achieve organizational objectives.

What is brand equity?

The goal of the brand leadership paradigm is to create strong brands but what is astrong brand, anyway? In Managing Brand Equity, brand equity was defined as thebrand assets (or liabilities) linked to a brands name and symbol that add to (orsubtract from) a product or service. These assets can be grouped into fourdimensions: brand awareness, perceived quality, brand associations, and brandloyalty. These four dimensions guide brand development, management andmeasurement.

Brand awareness:

Brand awareness is an often undervalued asset; however, awareness has beenshown to affect perceptions and even taste. People like the familiar and areprepared to ascribe all sorts of good attitudes to items that are familiar to them. TheIntel Inside campaign has dramatically transferred awareness into perceptions oftechnological superiority and market acceptance.

Perceived quality

Perceived quality is a special type of association, partly because it influences brandassociations in many contexts and partly because it has been empirically shown toaffect profitability (as measured by both ROI and stock return).

Brand associationsBrand association can be anything that connects the customer to the brand. It caninclude user imagery, product attributes, use situations, Organizationalassociations, brand personality and symbols. Much of brand management involvesDetermining what associations to develop and then creating programs that will linkthe associations to the brand.


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Brand loyalty

Brand loyalty is at the heart of any brands value. The concept is to strengthen thesize 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 willchoose a competitors brand if the preferred brand is unavailable. See Brandinsistence; 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, customerdissatisfaction will result. And the lower the satisfaction level, the more likely theCustomer is to stop buying from the firm.


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ANALYSIS ANDINTERPRETATIONS


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