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8/8/2019 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.
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BCG MATRIXBCG MATRIXSTAR
Cellular serviceBroadband Internet
Q UESTION MARK
Intelligent NetworkRural operations
CASH COWS
Land line services
DOGS
Satellite communication
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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
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DATA ANALYSISDATA ANALYSIS
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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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
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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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DATA ANALYSISDATA ANALYSIS
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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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DATA ANALYSISDATA ANALYSIS
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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
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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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