Gautam Buddh Technical University ( GBTU) LUCKNOW

A PROJECT REPORT ON INDUSTRIAL TRAINING AT BHARAT SANCHAR NIGAM LIMITED

KANPUR

SUBMITTED TO: SUBMITTED BY:

Mrs. Prianka Gupta Hirday narayan

MBA (HRM & Marketing) ROLL NO.: 1072570009

DEPARTMENT OF MBA – III rd SEMESTER

MASTER IN BUSINESS ADMINISTRATION (MBA)

SHARDA INSTITUTE OF MANAGEMENT AND TECHNOLOGY

KANPUR

ACKNOWLEDGEMENT

Success of every project depends largely on the SELF & encouragement and guidance of many others. I take this opportunity to express my gratitude to the people who have been instrumental in the successful completion of this study project.

First of fall I would like to thank the Management at BSNL for giving me the opportunity to do my two-month project training in their esteemed organization.

Internal Guide) for providing me with valuable advice and endless supply of new ideas and support for this project.

I would like to thank Mr. R.S. Tripathi and Mr. Ved Prakash for providing practical exposure for the project and his valuable guidance during the project work.

HIRDAY NARAYAN

ROLL NO.: 1072570009

MBA – III rd SEMESTER Declaration

I hereby certify that the work which is being presented in the project entitled, “Human Resource Policies And Marketing Practices.

Fulfillment of the requirements for the award degree of Master of B u s i n e s s A d m i n i stration at “ SHARDA INSTITUTE OF M A N A GEME NT AND TECHNOLOGY” Kanpur (A f f i l i a t e d t o UNIV ER SI TYOF LUCK NO W) LUCKNO W, i s a n aut hentic 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.

HIRDAY NARAYAN

ROLL NO.: 1072570009

MBA – III rd SEMESTER

TABLE OF CONTENTS

• PREFACE

• INTRODUCTION

• COMPANY PROFILE

• INTRESTING FACTS

• BSNL SERVICE

• ORGANISATIONAL CHART

• MARKETING STRATERGY

• CONSUMER SERVICE

• VIGILANCE CELL

• PUBLIC SURVEY REPORTS

• CONCLUSION

• BIBLIOGRAPHY PREFACE

MBA program as one of the most reputed professional courses in the field of management. There is a study project as on integral of MBA in III rd Semester. As a complementary to that every one has to submit a report on the work conducted in the industry.

This report is thus prepared for the study project done at “BHARAT SANCHAR NIGAM LIMITED (B.S.N.L)” The topic of the project is “ HUMAN RESOURCE DEVELOPMENT, CUSTOMER SERVICE AND MARKETING”.

The organization shall make all possible efforts to have a secure and safe domain. The data information is very important to have critical to the business requirements therefore proper measures should be adopted so that the information is well secured and protected.

HIRDAY NARAYAN

ROLL NO.: 1072570009

MBA – III rd SEMESTER Company profile

Bharat Sanchar Nigam Limited (known as BSNL, Communications Corporation Limited) is a public sector company in India. 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 . It has the status of Mini Ratna, a status assigned to reputed public sector companies in India.

BSNL (then known as Department of Telecom) had been a near monopoly during the socialist period of the Indian economy. During this period, BSNL was the only telecom service provider in the country (MTNL was present only in and ). During this period BSNL operated as a typical state-run organization, inefficient, slow, bureaucratic, and heavily unionized. As a result subscribers had to wait for as long as five years to get a telephone connection.

The corporation tasted competition for the first time after the liberalization of Indian economy in 1991. Faced with stiff competition from the private telecom service providers, BSNL has subsequently tried to increase efficiencies itself. DoT veterans, however, put the onus for the sorry state of affairs on the Government policies, where in all state-owned service providers were required to function as mediums for achieving egalitarian growth across all segments of the society.

The corporation (then DoT), however, failed miserably to achieve this and India languished among the most poorly connected countries in the world. BSNL was born in 2000 after the corporatization of DoT. The efficiency of the company has since improved. However, the performance level is nowhere near the private players. The corporation remains heavily unionized and is comparatively slow in decision making and implementation. Though it offers services at lowest tariffs, the private players continue to notch up better numbers in all areas, years after year. BSNL has been providing connections in both urban and rural areas. Pre-activated Mobile connections are available at many places across India.

BSNL has also unveiled cost-effective broadband internet access plans (DataOne) targeted at homes and small businesses. At present BSNL enjoy's around 60% of market share of ISP services.

2007 has been declared as "Year of Broadband" in India and BSNL is in the process of providing 5 million Broadband connectivity by the end of 2007. BSNL has upgraded existing Dataone (Broadband) connections for a speed of up to 2 Mbit/s without any extra cost. This 2 Mbit/s broadband service is being provided by BSNL at a cost of just BSNL is planning to increase its customer base to 108 million customers by 2010. With the frantic activity in the communication sector in India, the target appears achievable. BSNL is a pioneer of rural telephony in India. BSNL has recently bagged 80% of US$ 580 m (INR 2,500 crores) Rural Telephony project of Government of India. On the 20th of March, 2009, BSNL advertised the launch of BlackBerry services across its Telecom circles in India. The corporation has also launched 3G services in select cities across the country. Presently, BSNL and MTNL are the only players to provide 3G services, as the Government is still in the process of auctioning the 3G spectrum to private players. History

According to internal memos, American Telephone & Telegraph discussed developing a wireless phone in 1915, but were afraid that deployment of the technology could undermine its monopoly on wired service in the U.S.

In 1947 Bell Labs was the first to propose a cellular network. The primary innovation was the development of a network of small overlapping cell sites supported by a call switching infrastructure that tracks users as they moved through a network and pass their call from one site to another without dropping the connection. Bell Labs installed the first commercial cellular network in Chicago in the 1970s.

Japan's first commercial mobile phone service was launched by NTT in 1978. By November 2007, the total number of mobile phone subscriptions in the world had reached 3.3 billion or half of the human population (although some users have multiple subscriptions or inactive subscriptions), which also makes the mobile phone the most widely spread technology and the most common electronic device in the world.

The first mobile phone to enable internet connectivity and wireless email, the Nokia Communicator, was released in 1996, creating a new category of multi-use devices called Smartphone. In 1999 the first mobile internet service was launched by NTT DoCoMo in Japan under the i-Mode service. By 2007 over 798 million people around the world accessed the internet or equivalent mobile internet services such as WAP and i-Mode at least occasionally using a mobile phone rather than a personal computer.

Communications in India

Indian Telecommunication industry, with about 464.82 million phone connections (June 2009) , is the third largest telecommunication network in the world and the second largest in terms of number of wireless connections. For the past decade or so, telecommunication activities have gained momentum in India Efforts have been made from both governmental and non-governmental platforms to enhance the infrastructure.

The idea is to help modern telecommunication technologies to serve all segments of India’s culturally diverse society, and to transform it into a country of technologically aware people. Modern Growth A large population, low telephony penetration levels, and a rise in consumers' income and spending owing to strong economic growth have helped make India the fastest-growing telecom market in the world.

The first and largest operator is the state-owned incumbent BSNL, which is also the 7th largest telecom company in the world in terms of its number of subscribers. BSNL was created by corporatization of the erstwhile DTS (Department of Telecommunication Services), a government unit responsible for provision of telephony services. Subsequently, after the telecommunication policies were revised to allow private operators, companies such as Bharti Telecom, Tata Indicome Vodafone, MTNL, Idea, Vodafone and BPL have entered the space. Major operators in India. However, rural India still lacks strong infrastructure.

Growth of mobile technology

India has become one of the fastest-growing mobile markets in the world. The mobile services were commercially launched in August 1995 in India. In the initial 5–6 years the average monthly subscribers additions were around 0.05 to 0.1 million only and the total mobile subscribers base in December 2002 stood at 10.5 millions. However, after the number of proactive initiatives taken by regulator and licensor, the monthly mobile subscriber additions increased to around 2 million per month in the year 2003-04 and 2004-05. India has opted for the use of both the GSM (global system for mobile communications) and CDMA (code-division multiple access) technologies in the mobile sector. In addition to landline and mobile phones, some of the companies also provide the WLL service.

The mobile tariffs in India have also become lowest in the world. A new mobile connection can be activated with a monthly commitment of US$0.15 only. In 2005 alone 32 million handsets were sold in India. The data reveals the real potential for growth of the Indian mobile market. In March 2008 the total GSM and CDMA mobile subscriber base in the country was 375 million, which represented a nearly 50% growth when compared with previous year.

In April 2008 the Indian Department of Telecom (DoT) has directed all mobile phone service users to disconnect the usage of unbranded Chinese mobile phones that do not have

International Mobile Equipment Identity (IMEI) numbers, because they pose a serious security risk to the country. Mobile network operators therefore planned to suspend the usage of around 30 million mobile phones (about 8 % of all mobiles in the country) by April 30.

Cellular System

Mobile phones send and receive radio signals with any number of cell site base stations fitted with microwave antennas. These sites are usually mounted on a tower, pole or building, located throughout populated areas, then connected to a cabled communication network and switching system. The phones have a low-power transceiver that transmits voice and data to the nearest cell sites, normally not more than 8 to 13 km (approximately 5 to 8 miles) away. When the mobile phone or data device is turned on, it registers with the mobile telephone exchange, or switch, with

its unique identifiers, and can then be alerted by the mobile switch when there is an incoming telephone call. The handset constantly listens for the strongest signal being received from the surrounding base stations, and is able to switch seamlessly between sites. As the user moves around the network, the "handoffs" are performed to allow the device to switch sites without interrupting the call. Cell sites have relatively low-power (often only one or two watts) radio transmitters which broadcast their presence and relay communications between the mobile handsets and the switch.

The switch in turn connects the call to another subscriber of the same wireless service provider or to the public telephone network, which includes the networks of other wireless carriers. Many of these sites are camouflaged to blend with existing environments, particularly in scenic areas.

The dialogue between the handset and the cell site is a stream of digital data that includes digitized audio (except for the first generation analog networks). The technology that achieves this depends on the system which the mobile phone operator has adopted.

The technologies are grouped by generation. The first-generation systems started in 1979 with Japan, are all analog and include AMPS and NMT. Second-generation systems, started in 1991 in Finland, are all digital and include GSM, CDMA and TDMA. The nature of cellular technology renders many phones vulnerable to 'cloning': anytime a cell phone moves out of coverage (for example, in a road tunnel), when the signal is re-established, the phone sends out a 're-connect' signal to the nearest cell-tower, identifying itself and signaling that it is again ready to transmit. With the proper equipment, it's possible to intercept the re-connect signal and encode the data it contains into a 'blank' phone -- in all respects, the 'blank' is then an exact duplicate of the real phone and any calls made on the 'clone' will be charged to the original account.

Third-generation (3G) networks began in Japan in 2001. They are all digital, and offer high-speed data access in addition to voice services and include W-CDMA (known also as UMTS, and CDMA2000 EV-DO. China will launch a third generation technology on the TD-SCDMA standard. Operators use a mix of predestinated frequency bands determined by the network requirements and local regulations. Cellular network

A cellular network is a radio network made up of a number of radio cells (or just cells) each served by at least one fixed-location transceiver known as cell site or base station. These cells cover different land areas to provide radio coverage over a wider area than the area of one cell, so that a variable number of portable transceivers can be used in any one cell and moved through more than one cell during transmission. Cellular networks offer a number of advantages over alternative solutions:

• increased capacity

• reduced power usage

• larger coverage area

• reduced interference from other signals

An example of a simple non-telephone cellular system is an old taxi driver's radio system where the taxi company has several transmitters based around a city that can communicate directly with each taxi.

Mobile phone networks

The most common example of a cellular network is a mobile phone (cell phone) network. A mobile phone is a portable telephone which receives or makes calls through a cell site (base station), or transmitting tower. Radio waves are used to transfer signals to and from the cell phone. Large geographic areas (representing the coverage range of a service provider) may be split into smaller cells to avoid line-of-sight signal loss and the large number of active phones in an area. In cities, each cell site has a range of up to approximately ½ mile, while in rural areas; the range is approximately 5 miles. Many times in clear open areas, a user may receive signals from a cell site 25 miles away. All of the cell sites are connected to cellular telephone exchanges "switches", which connect to a public telephone network or to another switch of the cellular company.

As the phone user moves from one cell area to another cell, the switch automatically commands the handset and a cell site with a stronger signal (reported by each handset) to switch to a new radio channel (frequency). When the handset responds through the new cell site, the exchange switches the connection to the new cell site. With CDMA, multiple CDMA handsets share a specific radio channel.

The signals are separated by using a pseudo noise code (PN code) specific to each phone. As the user moves from one cell to another, the handset sets up radio links with multiple cell sites (or sectors of the same site) simultaneously. This is known as "soft handoff" because, unlike with traditional cellular technology, there is no one defined point where the phone switches to the new cell. Modern mobile phone networks use cells because radio frequencies are a limited, shared resource. Cell-sites and handsets change frequency under computer control and use low power transmitters so that a limited number of radio frequencies can be simultaneously used by many callers with less interference. Since almost all mobile phones use cellular technology, including GSM, CDMA, and AMPS (analog), the term "cell phone" is used interchangeably with "mobile phone". However, satellite phones are mobile phones that do not communicate directly with a ground-based cellular tower, but may do so indirectly by way of a satellite. Old systems predating the cellular principle may still be in use in places. The most notable real hold-out is used by many amateur radio operators who maintain phone patches in their clubs' VHF repeaters. BASE TRANSCIEVER STATION

A typical GSM base station

A base transceiver station or cell site (BTS) is a piece of equipment that facilitates wireless communication between user equipment (UE) and a network. UEs are devices like mobile phones (handsets), WLL phones, computers with wireless internet connectivity, WiFi and WiMAX gadgets etc. The network can be that of any of the wireless communication technologies like GSM, CDMA, WLL, WAN, WiFi, WiMAX etc. BTS is also referred to as the radio base station (RBS), node B (in 3G Networks) or, simply, the base station (BS). For discussion of the LTE standard the abbreviation eNB for enhanced node B is widely used.

BTS in Mobile Communication

A GSM BTS network is made up of three subsystems:

• The Mobile Station (MS)

• The Base Station subsystem (BSS) – comprising a BSC and several BTSs

• The Network and Switching Subsystem (NSS) – comprising an MSC and associated registers.

Though the term BTS can be applicable to any of the wireless communication standards, it is generally and commonly associated with mobile communication technologies like GSM and CDMA. In this regard, a BTS forms part of the base station subsystem (BSS) developments for system management. It may also have equipment for encrypting and decrypting communications, spectrum filtering tools (band pass filters) etc. antennas may also be considered as components of BTS in general sense as they facilitate the functioning of BTS.

Typically a BTS will have several transceivers (TRXs) which allow it to serve several different frequencies and different sectors of the cell (in the case of sectorised base stations). A BTS is controlled by a parent base station controller via the base station control function (BCF). The BCF is implemented as a discrete unit or even incorporated in a TRX in compact base stations. The BCF provides an operations and maintenance (O&M) connection to the network management system (NMS), and manages operational states of each TRX, as well as software handling and alarm collection. The basic structure and functions of the BTS remains the same regardless of the wireless technologies.

Intresting Facts

There are 2 million BSNL mobile connections in rural There are 2 million BSNL mobile connections in rural India(a record, no other connection is as famous as bsnl India (a record, no other connection is as famous as bsnl in rural areas)in rural areas)

BSNL supplies phone lines to all other network such asBSNL supplies phone lines to all other network such as Airtel,Vodafone etc. Airtel, Vodafone etc.

BSNL is the only network which offers broadband BSNL is the only network which offers broadband connections.

More than 50% of the international calls coming to India,use Reliance network. Largest pan India coverage-over 11000 towns & 3 lakhvillages.

India’s No. 1 wireless service provider with more than 50million customers. An incredible speed of 2mbps is only offered by BSNL

Vision, Mission & Objective of BSNL

• VISION

To become the largest telecom Service Provider in South East Asia/

• MISSION i.To provide world class State-of-art technology telecom services on demand at affordable price. ii. To provide world class telecom infrastructure todevelop the country's economy.

• OBJECTIVES • To be a Lead Telecom Services Provider. •Build customers confidence through quality andreliable service.

•Provide Bandwidth on demand.

Contribute towards: i. National Plan Target of 250 million subscriber base for the country by December 2007. ii. Broadband customers base of 20 million in the country by 2010 as per Broadband Policy 2004. iii. Telephone in all villages. iv.Implementation of Triple play as a regularcommercial 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

• TYPES OF ACCESS

• UNIFIED MESSAGING

• GPRS/WAP/MMS

• SMS & BULK SMS

• WLL MOBILE

• INTERNET

• BROADBAND

• WI-FI

• CO-LOCATION SERVICE

• WEB HOSTING

• INTERNET TARIFF

• SANCHARNET

• SMS& BULK SMS

• BROADBAND (DATAONE)

• REGISTER ONLINE • MPLS VPN

• ISDN

• ISDN

• LEASED LINE

• LEASED LINE

• INTELLIGENT NETWORK

• FREE PHONE SERVICE

• PREMIUM RATE SERVICE

Marketing strategies of BSNL

Our visions begin with our desires. –

Audre Lorde We all have some visions of ourselves and our future, and t h a t v i s i o n c r e a t e s consequences. M o r e t h a n a n y o t h e r factor, vision affects the choices we make and the way we sp end 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 vanish edover night 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 isi. 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.

Services BSNL provides almost every telecom service in India. Following are the main telecom services provided by BSNL:

. Universal Telecom Services : Fixed wireline services and landline in local loop (WLL) using CDMA Technology called bfone and Tarang respectively. As of June 30, 2010, BSNL had 75% marketshare of fixed lines.

. Cellular Mobile Telephone Services: BSNL is major provider of Cellular Mobile Telephone services using GSM platform under the brand name Cellone & Excel (BSNL Mobile). As of June 30, 2010 BSNL has 13.50% share of in the country.[7]

. WLL-CDMA Telephone Services: BSNL's WLL (Wireless in Local Loop)service is a service giving both fixed line telephony & Mobile telephony.

. Internet: BSNL provides Internet access services through dial-up connection (as Sancharnet through 2009[8]) as Prepaid, (NetOne) as Postpaid and ADSL broadband (BSNL Broadband). BSNL held 55.76% of the market share with reported subscriber base of 9.19 million Internet subscribers with 7.79% of growth at the end of March 2010.[citation needed] Top 12 Dial-up Service providers, based on the subscriber base, It Also Provides OnlineGames via Its Games on Demand (GOD)

. Intelligent Network (IN): BSNL 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).

. 3G:BSNL offers the '3G' or the'3rd Generation' services which includes facilities like video calling,mobile broadband, live TV, 3G Video portal, streaming services like online full length movies and video on demand etc.

. IPTV:BSNL also offers the 'Internet Protocol Television' facility which enables watch television through internet.

. FTTH:Fibre To The Home facility that offers a higher bandwidth for data transfer. This idea was proposed on post-December 2009.

. Helpdesk: BSNL's Helpdesk (Helpdesk) provide help desk support to their customers for their services.

. VVoIP: BSNL, along with Sai Infosystem - an Information and Communication Technologies (ICTs) provider - has launched Voice and Video Over Internet Protocol (VVoIP). This will allow to make audio as well as video calls to any landline, mobile, or IP phone anywhere in the world, provided that the requisite video phone equipment is available at both ends.[9]

. WiMax: BSNL has introduced India's first 4th Generation High-Speed Wireless Broadband Access Technology with the minimum speed of 256kbit/s. The focus of this service is mainly rural customer where the wired broadband facility is not available.

Administrative units BSNL is divided into a number of administrative units termed as telecom circles, metro districts, project circles and specialized units, as mentioned below:

Telecom Circles in India

. Andaman & Nicobar Telecom Circle . Dobaspet . Telecom Circle . Telecom Circle . Telecom Circle . Telecom Circle . Telecom Circle . Telecom Circle . Telecom Circle . Telecom Circle . Telecom Circle . Jammu & Kashmir Telecom Circle . Jharkhand Telecom Circle . Telecom Circle . Telecom Circle . Telecom Circle . Telecom Circle . North East-I Telecom Circle . North East-II Telecom Circle . Orissa Telecom Circle . Punjab Telecom Circle . Telecom Circle . Uttranchal Telecom Circle . Uttar Pradesh East Telecom Circle . Uttar Pradesh West Telecom Circle . Telecom Circle Metro Districts

. . Chennai

Project Circles

. Eastern Telecom Project Circle . Western Telecom Project Circle . Northern Telecom Project Circle . Southern Telecom Project Circle . IT Project Circle, Pune

[ Maintenance Region

. Eastern Telecom Region . Western Telecom Region . Northern Telecom Region . Southern Telecom Region

Production Units

. Telecom Factory, Mumbai . Telecom Factory, Jabalpur . Telecom Factory, Richhai . Telecom Factory, Kolkata . Telecom Factory,Noida

Challenges During the financial year 2008-2009 (from April 1, 2008 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 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 One India 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.[13] The reduction in ADC may hit the bottom lines of BSNL. BSNL has started 3G services in 290 cities and acquired more than 6 Lakh customers. It has planned to roll out 3G services in 760 cities across the country in 2010-11. Broadband services : The shift in demand from voice to data has revolutionized the very nature of the network. BSNL is poised to cash on this opportunity and has planned for extensive expansion of the Broadband services. The Broadband customer base of 3.56 Million customer in March'2009 is planned to be increased to 16.00 million by March 2014.[14] Now bsnl is the under top five telecom service provider company in India. when compared to other telecom companies the quality of employees are not satisfactory. customer oriented, management skills are also poor, the influenece of unions in the organisation will also affect the future of bsnl

What is Marketing? • Needs, Wants and Demands • Product and Service • Characteristics of Services • Marketing Mix • Marketing vs. Sales • SWOT and STP Analysis • Marketing Strategies

Marketing is the performance of business activities that directs the flow of products or services from producer to customers or consumers. 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 goals. For internal circulation of BSNL only Needs, Wants and Demands Needs :The most basic concept underlying marketing is that of human needs. They include basic physical needs for food, clothing, warmth and safety, social needs for belonging and affections and individual needs for knowledge and self expression. These needs are not invented by marketers; they are a basic part of the human make up. For internal circulation of BSNL only Needs, Wants and Demands (Contd..) Wants :Wants are products satisfying human needs and they are shaped by culture and individual personality. A hungry person in Bihar might want Roti, in West Bengal might want Rice and for South Indian people it may be Idli or Dosha. Wants are described in terms of products/services that will satisfy needs. For internal circulation of BSNL only Needs, Wants and Demands: People have almost unlimited wants but limited resources. Thus they want to choose products that provide the most value and satisfaction for their money. When backed by buying power, wants become demands. BSNL Broadband and Leased Line Circuit has more demand compared to other operators’ product. For internal circulation of BSNL only Product and Service A product is something tangible that can be offered to a market to satisfy a need or want. The concept of product is not limited to physical objects anything capable of satisfying a need can be called a Product. Product’s physical distinctions include :Form, Features, Performance Quality, Conformance Quality, Durability, Reliability, Repair ability, Style, design etc. For internal circulation of BSNL only Product and Service (Contd..) A service is any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Product’s service distinction include: Ordering ease, Delivery, Installation, Customer training, Customer Consulting, Maintenance and Repair .For internal circulation of BSNL only. Characteristics of Services Services are characterized by following distinctions: Intangible: Customer can’t see, touch, smell or handle services before deciding whether to buy. Inseparable: Services are usually delivered and consumed simultaneously, so both provider and the buyer influence the outcome of the service delivery. For internal circulation of BSNL. Heterogenous: Services vary depending on who provides them and when and where they are provided; thus controlling their quality is difficult. Perishable: Services are used up upon delivery, not stored for future sale. For internal circulation of BSNL . Marketing Mix There are standard four ‘P’s applicable for Products. Service Marketing require extra three, totaling seven and known together as the extended Marketing Mix.For internal circulation of BSNL. The Seven ‘P’s are :- • Product • Pricing • Promotion • Place • People • Process • Physical Evidence For internal circulation of BSNL only

• Product : Product variety, quality, design, packaging, features, Brand name, Sizes, Services etc. – a budle of benefits which gives a solution. • Pricing : List price, Discounts, Allowances, Payment Period etc. • Promotion : Advertising, Personal selling, Sales Promotion, • Public relations, Direct selling etc. • Place : Channels, location, inventory, logistics etc. For internal circulation of BSNL only

• People : Customer, supplier, vendor, employees etc. • Process : How of product/service delivery. • Standardization, checklists etc. • Physical Evidence : Looks of Customer • Service Centre, Testimonials, Demonstrations etc.For internal circulation of BSNL only Marketing Vs. Sales Marketing and Sales are often said to be the sides of the same coin. Both are interrelated. Marketing brings the people forward for purchase, sales actually converts these interested people into customers.For internal circulation of BSNL only Sales by closing deals, marketing by supporting sales and increasing brand awareness.For internal circulation of BSNL only SWOT Analysis SWOT :- S : Strength (HR, Network, Customer Relations etc.) W :Weakness (Planning, Mind setup, CRM etc.) O :Opportunities (New Business, Customer Base, Expansive Economy etc.) T : Threats (Recession, Competition etc.)For internal circulation of BSNL only STP Analysis STP :- S : Segmentation (Geographic, Demographic, Psychographic, Behavioral) T : Targeting (Mass Market, CIC, Enterprise Customers etc.) P : Positioning (Competitive price, more valueetc.) For internal circulation of BSNL only

Marketing Strategies Marketing strategy is a method of focusing an organization’s energies and resources on a course of action which can lead to increased sales anddomination of a target market niche.A marketing strategy combines product development, promotion, distribution, pricing, CRM and other elements.For internal circulation of BSNL only Proper utilization of 7 ‘P’s. Study of Product Life Cycle (PLC) of a product. Product Life Cycle For internal circulation of BSNL only Stage → Introduction Growth Maturity Decline Marketing Objective →Gain awareness Stress differentiation Maintain brand loyalty Harvesting/withdrawal Competition Few More Many Few Product One More versions Full range Best sellers Price Skimming/ penetration Competitive/Gain market share Loyalty schemes/ Defend market share/profit Stay profitable Promotion Inform/educate Stress competitive differences Reminder oriented Minimal promotion Place (Distribution) Limited More outlets Maximum outlets Fewer outlets or internal circulation of BSNL . Marketing in BSNL Marketing section started functioning in November, 2000 at BSNL Corporate office.BSNL has Marketing Cells in each verticals i.e. CFA, CM and Enterprise .Mr. Abhinav Bindra is brand ambassador of BSNL. For internal circulation of BSNL only BSNL regularly participates in local and national exhibition and melas. Road shows are also organised. For internal circulation of BSNL . An indicative Interaction Map of Marketing with other Units : Marketing Function Maintenance (Breakdowns, suggestions, Indoor, Outdoor, MSC, BTS etc.Senior Management Planning (New areas being covered, expansion plans etc.)Sales (New outlets, promotion needs, feedback reports, schemes etc.)Commercial (New plans, terms & condition etc.) Market Intelligence (News gathering, informers, competitor details etc.)Market Research (Brand, Market Potential, Needs etc.)Brochures, Posters, mailers, Dress code for staff Advertisements (Brand ambassador, Print, electronic, Outdoor, internet etc.)New services, New/modification in tariff plans Point of purchase material (Cutouts, Glow signs, Danglers, showroom design etc.) Content for Website/portal In puts to TRA, Planning, Sales, Commercial, Top management Events (conferences, seminars, exhibitions, interviews etc.)TRA (Billing details, tariff analysis, plan based tariff profiling, collection details etc.)Loyalty schemes Call center relation(Content, Information, CSR Scripts, IVR scripts, telemarketing, training etc.)For internal circulation of BSNL.

SIGNIFICANCE TO THE COMPANY

The study basically consists of survey of the retai ler who deal with users, and collection of their suggestions for betterment of the services. On the basis of analysis t h e c o m p a n y c a n i m p r o v e t h e s e r v i c e s a n d c a n m a k e l o n g t e r m c o m p e t i t i v e consumer friendly strategies.

RESEARCH METHODOLOGY

The purpose of research is to discover answers to question through the application of scientific procedures. The main aim of research is to find out the truth which is hidden and which has not been discovered

According to Redman & Mory “Research is a systematized effort to gain new knowledge”

SOURCES OF DATA COLLECTION

The data is collected through survey with the help of questionnaire, personal interviews from distributors, shopkeepers. The questionnaire includes closed as wes open-ended questions

TYPES OF DATA ➢ Primary data is collected with the help of questionnaire.

(a) Survey method:-

S a m p l e s i z e = 2 3 5 r e t a i l e r s

(b) Sample unit= Retailer,

Distributors.

( c ) S a m p l e a r e a = K a n p u r . ( d ) S a m p l e T y p e = Convenience s a m p l i n g

➢Secondary data is collected from website, broachers, magazines, newspapers etc

Main areas of the Survey :

Key Objectives:

•To baseline existing retailer before pilot launch.

•To develop channel norms for franchisee and service frequency, based on analysis of retailer universe . Geography covered:

•Survey to be conducted in each SSA of circle.

•Both urban & rural areas to be covered.

Survey Duration

•Survey to be completed in 3-4 weeks duration. Compensation

•Conveyance, based on TA rate.

•Incentive on every form filled.

Questionnaire Template:

Survey Questionnaire.

•General instructions sheet.

Process of the Survey

Survey process

•Need to ensure sufficient surveyors are appointed to cover all retailers in survey duration.

•Need to assign areas to retailer managers (every day/ every alternate day)

•Update "Survey Tracker" with details of survey visits, and send to project Vijay node at circle office.

•Collect filled in survey questionnaires from the retailer managers

•Provide sufficient blank questionnaires to retailer manager.

Monitor data entry operator

•Format for entry will be provided; ensure correct data entry of questionnaire information.

Validation of filled in survey questionnaires

•Follow-up with survey team members during the day, to make sure they are actually going to retailers. •Cross-check with sample set of forms for each survey team member, tomake sure information is correct

Compensation for survey teams

•Conveyance, based on TA/ DA rate

•Incentive on every form filled. E.g. Rs. 7 per form paid in UP (E) circle

•Incentive will be withdrawn if form is found fake in validation later.

•Ensure communication of compensation details to retailer managers.

RESEARCH ANALYSIS

Research Methodology: -

Research is the cornerstone of any science, including both the hard sciences such as chemistry and physics and the social (or soft) sciences such as psychology, management, or education. It refers to the organized, structured, and purposeful attempt to gain knowledge about a suspected relationship. Many argue that the structured attempt at gaining knowledge dates back to Aristotle and his identification of deductive reasoning. Deductive reasoning refers to a structured approach utilizing an accepted premise(known as a major premise), a related minor premise, and an obvious conclusion. This way of gaining knowledge has been called a syllogism, and by following downward from the general to the specific, knowledge can be gained about a particular relationship.

1.Developing Hypothesis:

The hypothesis is directly related to a theory but contains operationally defined variables and is in testable form. Hypotheses allow us to determine, through research, if our theory is correct. In other words, does prior work experience result in better grades? When doing research, we are typically looking for some type of difference or change between two or more groups. In our study, we are testing the difference between having work experience and not having work experience on college grades. Every study has two hypotheses; one stated as a difference between groups and one stated as no difference between groups.

2. Sampling : -

A population r e f e r s t o t h e entire pool of possible subjects. I n a class room or other setting where the entire population is relatively small, testing all subjects may be simple. However, if we are attemptingto understand or gain knowledge related to a large population, such asall third grade children, all depressed adults, or all retail employees, gathering and testing everyone would be relatively impossible. In this ituation, we would need to gather a sample of the population, test this sample, and then make inferences aimed at the entire population of which they represent.

• Area of my research: -West Kanpur

• Sample size: - 235 retailers

Conclusion Lot of effort has been made by BSNL in retaining & strengthening its market position. In spite of heavy growth in BSNL subscriber base from 2.5 crore to over 9 crore since its formation, its market share is on the decline. For internal circulation of BSNL only Mergers & acquisitions are helping competitors to improve their market share. While certainly a comprehensive internal & external marketing strategy for BSNL is needed to check this trend, procedural changes and more functional autonomy may also be required. 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.

The conclusion is base done the data collected from the survey in KANPUR city. These are as follows-

1 . CELLONE p o s t p a i d c o n n e c t i o n h a s h i g h q u a l i t y t o a t t r a c t customer.

2 . C u s t o m e r c a n n o t f a c e d i f f i c u l t y t o b u y t h i s p o s t p a i d connection.

3. CELLONE postpaid connection consume less time to activate.

4. Their services are better than other competitors of the market. 5. The problem faced was by the Prepaid Recharge card retailers who were not able to tell their problem which occurred during topping a mobile .if the customers card didn’t received the desired amount.

6. BSNL should provide more excel cards in the market with easy availability.

7. Network should be fast.8. BSNL should improve customer care services

8.BSNL should provide such facilities, which can able to retainor increase their legal customer rate.

9.BSNL should provide new tariff information attach with their bills.

9.BSNL should make SMS free.

10.The suitable advertising campaign can be carried

11.BSNL should provide mobile handset at a cheaper rate.

12.BSNL payment should be in easy installments basis.

13.BSNL should give training to its employees every year

Bibliography

Books: -

Marketing By Philip Kotler

Magazines:

Business Today.

Economic Times.

Websites: - www.google.com www.scribd.com www.bsnl.co.in www.upe.co.in www.wikipedia.org

Broachers: - From BSNL Additional help from the employees of BSNL.