TABLE OF CONTENTS

Preface

Acknowledgement

Certificate

Declaration by the Candidate

TOPIC NAMEPAGE NO.

CHAPTER 1 INTRODUCTION

(A) COMPANY PROFILE

(B) HISTORY

(C) KEY PERSON

CHAPTER 2 OBJECTIVE

CHAPTER 3 RESEARCH METHODOLOGY

(A) TYPE OF RESEARCH

(B) SOURCE OF RESEARCH

CHAPTER 4 DATA ANALYSIS AND INTERPRETATION

CHAPTER 6 SWOT ANALYSIS

CHAPTER 7 LIMITATION

CHAPTER 8 SUGGESTION AND CONCLUSION

CHAPTER 9 BIBLIOGRAPHY

CHAPTER 11 QUESTIONNAIRE

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: Wire line, 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.COMPANY PROFILECOMPANY NAME: Bharat Sanchar Nigam Ltd.

HEADQUARTERS : Bharat Sanchar Bhawan,

Harish Chandra Mathur Lane,

Janpath, New Delhi

OFFICE IN SAGAR: SAGAR 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.

Indias 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. 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 countrys 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 CONFERENCINGHELP DESK

ABOUT BSNL

BSNL SAGAR 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 SAGAR 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 Network 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

Some of the B.S.N.L Broadband advertisement:

Fig: 1 (Source: B.S.N.L official site)

Fig: 2 (Source: B.S.N.L official site)

use of boll wood stars by B.S.N.L

BSNL launched their 3G service in India. 3G is next generation mobile communication system where in which it enhances the multimedia experience and high speed mobile broadband. It also provides the ability to view high quality video on your mobile. You can watch your TV program, download favorite videos, mp3 and also support video messaging. With 3G you can download at a speed of 384 KBPS. currently 3G is provided by BSNL and MTNL only. B.S.N.L had setup 3G experience centers where we can see the live demo and experience the power of 3G.

BSNL CMD Kuldip Goyal said 3G services customers would have three monthly subscription options of Rs 350, Rs 650 and Rs 1,350. Apart from this, customers would State-owned Bharat Sanchar Nigam Ltd (BSNL) launched next generation 3G mobile services in India. But private operators like Airtel and Vodafone are still waiting to get spectrum through auction process. Since BSNL and MTNL are state-owned, they have the privilege over others. As we all know, politics is sick around the globe and seems to be worst in India also get the 3G services through a bundle offer.

BSNL is going to offer the following services with 3G:

Video calling

Video conferencing

Rich Multimedia experience

Video on demand

Internet speeds upto 2mbps

Faster video streaming

Mobile Gaming

The Marketing Strategies of B.S.N.L:

State-run BSNL is looking for tie-ups with big retail chains in the country to sell its products and services under an aggressive marketing strategy.The company is inviting proposals from interested retail chains directly or through consortium to sell BSNLs products and services from their outlets.

A senior official of the PUS said that the initial agreements will be entered into with the successful retail chain or with the lead partner of a consortium for two years, which can be extended further as per performance. BSNL has operations across India except Delhi and Mumbai.

The retail chains will get upfront payment for basic commission and discounts ranging from Rs 150 to Rs 1,500. The chains need to have a minimum 50 outlets and pan-Indian operations with annual turnover of minimum Rs 50 crore for the past two years. The outlets will sell SIMs, instruments and other telecom products and will have to verify customer identity as per the government norms. All blank Customer application forms supplied by BSNL will have to be collected by the retail company after being filled by customers along with requisite payment and identity proofs and verified by authorised signatory. The authorised signatory shall be responsible for verifying customers' identity proofs along with CAFs. Retail chains will also need to maintain list of transactions, waiting lists, which will be converted to exchange wait list and merged on daily basis. BSNL, wholly-owned by the government, has been trying to sell its products and services aggressively to the customers with a strong marketing focus.

People do spend time in malls, therefore, it will be easier for them to access the products and services and get their queries answered rather than visiting Sanchar Hats to buy the products, said an analyst.

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 principle 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 to provide world class State-of-art technology telecom services on demand at affordable price, to provide world class telecom infrastructure to develop country's economy.

And the vision of BSNL is 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 of B.S.N.L focuses on understanding the needs and desires of the customers and achieving them 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.

B.S.N.L 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 there transaction like the new 3G.

The customer life cycle will focus on lengthening the life span of the customer with the organisation rather than the endurance of a particular product. Customers have changing needs as their life styles alter the development and provision of products and services that continuously seek to satisfy those needs is good Marketing. The Marketing focuses greater attention on how to deliver customer satisfaction and organisation will begin to structure itself around customer segments and not

product lines. B.S.N.L marketing Strategy will take the business vision and apply it to the customer base.

The marketing process of B.S.N.L 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

The Main competitors of B.S.N.L:

During the financial year 2008-2009 (from April 1, 2009 to March 31, 2009) BSNL has added 8.1 million new customers in various telephone services taking its customer base to 75.9 million. BSNL's nearest competitor Bharti Airtel is standing at a customer base of 62.3 million. However, despite impressive growth shown by BSNL in recent times, the Fixed line customer base of BSNL is declining. In order to woo back its fixed-line customers BSNL has brought down long distance calling rate under OneIndia plan, however, the success of the scheme is not known. However, BSNL faces bleak fiscal 2009-2010 as users flee

Presently there is an intense competition in Indian Telecom sector and various Telcos are rolling out attractive schemes and are providing good customer services.

Access Deficit Charges (ADC, a levy being paid by the private operators to BSNL for provide service in non-lucrative areas especially rural areas) has been slashed by 20% by TRAI, w.e.f. April 1, 2009. The reduction in ADC may hit the bottom lines of BSNL.

BSNL launched 3G services in 12 cities of country in 2nd march 2009. MTNL which operates in Mumbai and Delhi first launched 3G services in these cities

Source: www.google.com

Description: Landlines, BSNLs main business, is a shrinking market. On top of that, it is losing share to rivals and is making huge losses:

Share market position of B.S.N.L:

In the last three years, BSNL has been a laggard in the mobile business in every which way. In this high-growth business, it has grown the slowest in the last two years. Its co-leaders have broken away, even as new players are closing in on it.

Subscriber Growth Market Share

Figures in million Year-on-year growth in % Figures in %Source: Annual report , Trai

OBJECTIVE OF THE STUDY

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

According to Green and Tall A research design is the specification of the methods and procedures for acquiring the information needed. It is the overall operational pattern or framework of the project that stipulates which information is to be collected, from where it is to be collected and by what procedures

This research process based on primary data analysis and secondary data analysis will be clearly defined to meet the objectives of the study.

I chose the primary sources to get the data. A questionnaire was designed in accordance with our mentor in HDFC . I chose a sample of about 45 corporate customers around the Sagar City from which I can get the instant information of whose analysis will give me the desired outcome of my research project.

I collected some data from the secondary sources like published Company documents, internet etc.

Research Design

A research design is the arrangement of conditions for collections and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedures. It is a descriptive cross sectional design .It is the conceptual structure with in which research is conducted; it constitutes the blueprint for the collection, measurement and analysis of data.

It is needed because it facilitates the smooth sailing of the various research operations, thereby making research as efficient as possible yielding maximal information with minimal expenditure of effort, time and money.

In the preliminary stage, my research stage constituted of exploratory study by which it is clear that the existence of the problem is obvious .So, I can directly head for the conclusive research.

Sampling Plan

Sampling plan is a distinct phase of research process. In this stage I have to determine who is to be sampled, how large should be the needed sample and how sampling unit is to be selected.

Population

In my research, I have defined my population as a complete set of customers of Sagar City

Sample Survey

As compared to census study, a sample study has been conducted by us because of:

Wide range of population, it was impossible to cover the whole population

Time and money constraints.

Sample Unit

In this survey I took the list of customers from the dealers of HDFC in Sagar City.

Sampling Technique

Sampling technique implies the method of choosing the sample items, the two methods of selecting sample are:

Probability method.

Non-probability method.

Probability method is those in which every item of the universe has an equal chance of the inclusion in the sample. Non-probability methods are those that do not provide every item in the universe with known cause of being included in the sample. The selection process is partially subjective.

For my study, I employed the Non-probability sampling technique, in which I got the data of the customers from the dealer of HDFC in Sagar City Instrument of collection of data

I have used one set of questionnaire to collect data from the customers. This questionnaire is structured and highly ordered. This includes both close ended and open ended questions. The close ended questions included both dichotomous and multiple choice questions.

Data analysis and interpretations

Large volumes of raw data were collected through questionnaires in my research study. This raw data has been further converted into significant statistical information before further interpretation so that I can answer my research objective well.

The collected raw data was then edited and coded by the researchers to eliminate errors and to assign data to pertinent categories. The data was then tabulated and presented with the help of bar diagrams and pie charts.

DATA ANALYSIS AND INTERPRETATION

SWOT ANALYSIS

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.

LIMITATION OF THE STUDY Study has been conducted only in few areas of SAGAR.

For few questions researcher was not able to get proper response which are as follows :-

Time was not sufficient to conduct detailed study.

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.

SUGGESTION AND CONCLUSION SUGGESTION

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 customers 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.

CONCLUSION To conclude the research I would say that the research was done with great effort and by using different techniques like personally interviewing the customers, observing the trend of the of the customers to find out about the customer satisfaction for the BSNL products and in turn the brand equity in of the company in CoochBehar market. The research will provide the BSNL officials about the state of satisfaction in the customers mind about their products and services, like BSNL Broadband, BSNL 3G.

ANNEXURE

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)Reliance,(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 Sancharnet, (b)Dial up using Net one,(c)Broadband

(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.

BIBLIOGRAPHY 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